Menu

Rajeev Tyagi

Rajeev Tyagi

Walter B. Gerken Chair in Enterprise and Society, Professor of Marketing

SB2 435

949.824.5664

rktyagi@uci.edu    Personal website  

Education

PhD in Marketing, University of Pennsylvania
MA in Marketing, University of Pennsylvania
MBA in Indian Institute of Management, Calcutta
BE in Electronics Engineering, REC, Surat

Research Interest

Competitive marketing strategies

Game theory

Distribution channels

New products


Professor Rajeev Tyagi’s research focuses on the economics of marketing strategy. He develops quantitative models to examine competitive marketing strategies, distribution channels strategies, and new product introduction strategies. 

His research has been published in top journals such as Management Science, Marketing Science, Journal of Marketing Research, Journal of Industrial Economics, and Economics Letters.

Professor Tyagi is also a renowned teacher, who has won multiple school- and university-wide awards for excellence in teaching.

Selected Publications

  • Tyagi, R.K. (1999), "On the Effects of Downstream Entry," Management Science.
  • Tyagi, R.K. (1999), "A Characterization of Retailer Response to Manufacturer Trade Deals," Journal of Marketing Research.
  • Tyagi, R.K. (2000), "Sequential Product Positioning under Differential Costs," Management Science.
  • Tyagi, R.K. (2001), "Why do Suppliers Charge Larger Buyers Lower Prices?," Journal of Industrial Economics.
  • Tyagi, R.K. (2004), "Technological Advances, Transaction Costs, and Consumer Welfare," Marketing Science.
  • Tyagi, R.K. (2005), "Do Strategic Conclusions Depend on How Price is Defined in Models of Distribution Channels?" Journal of Marketing Research.
  • Tyagi, R.K. (2006), "New Product Introductions and Failures under Uncertainty," International Journal of Research in Marketing.
  • Dukes, A. and Tyagi, R.K. (2009), "Pricing in vitro Fertilization Procedures," Health Economics.
  • Liu, Y. and Tyagi, R.K. (2011), "Benefits of Competitive Upward Channel Decentralization," Management Science.

Honors and Awards

  • ISMS Doctoral Consortium, Faculty Fellow, 2006.
  • Excellence in Teaching Award, University of California, Irvine, 2003.
  • Excellence in Teaching Award, MBA program, 2002.
  • Charles and Twyla Martin Excellence in Teaching Award, Runner-Up, MBA and Executive MBA programs, 2002.
  • Charles and Twyla Martin Excellence in Teaching Award, Dean's Honoree, MBA and Executive MBA programs, 2001.
  • Junior Faculty Development Award, University of California, Irvine, 1999.
  • Committee on Research Award, University of California, Irvine, 1997.
  • American Marketing Association Doctoral Consortium Fellow, 1995.
  • Business Week Award for academic excellence, MBA program, 1991.
  • Dr. K. Nath Public Trust Award for academic excellence, MBA program, 1991.
  • National Merit Scholar, Engineering program, 1984-88.

Research

  • Tyagi, R.K., "New Product Introductions and Failures under Uncertainty," International Journal of Research in Marketing (2006).
  • Tyagi, R.K., "Store Brand Strength," Review of Marketing Science (2006).
  • Tyagi, R.K., "Do Strategic Conclusions Depend on How Price is Defined in Models of Distribution Channels?" Journal of Marketing Research (2005).
  • Tyagi, R.K., and J.S. Raju, "The Pace of Intermediate-Product Introductions," Managerial and Decision Economics (2005).
  • Tyagi, R.K., "On Firms' Preferences for Product Differentiation," Economics Bulletin (2005).
  • Tyagi, R.K., "Technological Advances, Transaction Costs, and Consumer Welfare," Marketing Science (Summer 2004).
  • Tyagi, R.K., "Cost Leadership and Pricing," Economics Letters (August 2001).
  • Nault, B.R., and R.K. Tyagi, "Implementable Mechanisms to Coordinate Horizontal Alliances," Management Science (June 2001).
  • Tyagi, R.K., "Why do Suppliers Charge Larger Buyers Lower Prices?," Journal of Industrial Economics (March 2001).
  • Tyagi, R.K., "Sequential Product Positioning under Differential Costs," Management Science (July 2000).
  • Tyagi, R.K., "A Characterization of Retailer Response to Manufacturer Trade Deals," Journal of Marketing Research (November 1999).
  • Tyagi, R.K., "On the Relationship between Product Substitutability and Tacit Collusion," Managerial and Decision Economics (September 1999)
  • Tyagi, R.K., "On the Effects of Downstream Entry," Management Science (January 1999)
  • Tyagi, R.K., "Pricing Patterns as Outcomes of Product Positions," Journal of Business (January 1999)

Teaching

  • New Product Development; Marketing Strategies in High-Technology Markets; Multivariate Statistics.

Academic Positions

Senior Associate Dean for Academic Affairs, 2008-2015; Professor, 2006-current; Associate Professor (with tenure), 2002-2006; Assistant Professor, 1996-2002.

Editorial Positions

Associate Editor, Management Science (marketing area); Guest Area Editor, Marketing Science; Editorial Board, Marketing Science.