Ph.D. and M.S., business administration, Haas School of Business, University of California, Berkeley; M.B.A., Indian Institute of Management
Summary of Experience
An expert in consumer behavior and branding, marketing management, and marketing strategy, Professor Dhar consults for companies in a wide variety of industries, ranging from financial services to high tech and luxury goods. He has also served as an expert witness and consultant in a number of litigations. His research involves the use of psychological and economic principles to identify successful consumer and competitive strategies in the offline and online marketplace, and he has been engaged in pioneering work on understanding the different factors that influence consumer choice. Professor Dhar’s research has received several awards, and his work has been mentioned in BusinessWeek, The New York Times, the Financial Times, The Wall Street Journal, The Economist, USA Today, and other popular media. He has been a visiting professor at HEC Paris School of Management, Erasmus University Rotterdam, and the business schools at Stanford University and New York University. In addition to writing more than 50 articles and book chapters, Professor Dhar serves on the editorial boards of several journals, including the Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing Letters. He has led marketing seminars for senior executives in Asia, Europe, and North and South America.