
Dr Prokriti Mukherji
Senior Lecturer (Associate Professor) in Marketing
- Programme Director, MSc in Digital Marketing
Research interests
- Marketing
Biography
Prokriti Mukherji is a Senior Lecturer (Associate Professor) of Marketing at King's Business School. Prokriti is the Programme Director, MSc in Digital Marketing and has been the Programme Director, The King’s Strategic Marketing Management Programme at King’s Business School.
She previously held the post of Assistant Professor at the Carlson School of Management, University of Minnesota. She gained a BSc and MSc in Physics from Delhi University, and her doctorate in Business Administration (Marketing) from the University of Southern California.
Her research interests include marketing strategy, using quantitative methods. Her work has been published in the Journal of Marketing, and the Journal of Marketing Research among others. Her work spans multiple areas for example, pharmaceutical innovations, marketing using word-of-mouth, high-technology marketing, peer to peer sharing, and issues related to emerging economies.
Her immediate projects include exploring risk perceptions and decision making by consumers in emerging economies and researching attainment gaps in education from a diversity and inclusivity lens.
Are you currently accepting new PhD students?
Yes
Changing trends in ethnicity and academic performance: observational cohort data from a UK medical school
Mukherji, P., Adas, M., Clarke, B., Galloway, J., Mulvey, T., Norton, S., Turner, J., Russell, M., Lempp, H. & Li, S., 15 Dec 2022, In: BMJ Open. 12, 12, p. 1-7 7 p., e066886.Research output: Contribution to journal › Article › peer-review
Same, Same but Different! New Service Development in the Context of Emerging Markets: A Review
Dubiel, A. & Mukherji, P., 25 Oct 2022, In: International Marketing Review. 39, 5, p. 1226-1251 26 p.Research output: Contribution to journal › Article › peer-review
A decade (2008–2019) of advertising research productivity: A bibliometric review
Ford, J. B., Bezbaruah, S., Mukherji, P., Jain, V. & Merchant, A., Nov 2021, In: Journal of Business Research. 136, November 2021, p. 137-163 27 p.Research output: Contribution to journal › Article › peer-review
The Performance Impact of Core Component Outsourcing: Insights From The LCD TV Industry
Viswanathan, M., Mukherji, P., Narasimhan, O. & Chandy, R., 23 Mar 2021, (Accepted/In press) In: JOURNAL OF MARKETING RESEARCH.Research output: Contribution to journal › Article › peer-review
Blink: Advertising in a Multi-Media Environment: An Abstract
Furlan, F., West, D., Mukherji, P. & Nairn, A., 2019, Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, p. 13-14 2 p. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review
Patients’ Adoption of E-Consultation: The Role of Perceived Usefulness and Perceived Ease of Use, Trust, and Risk Aversion: An Abstract
Boussaa, A. T. T. & Mukherji, P., 2019, Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, p. 855-856 2 p. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review
Big Data for Good: Insights from Emerging Markets
Chandy, R., Hassan, M. & Mukherji, P., Sept 2017, In: JOURNAL OF PRODUCT INNOVATION MANAGEMENT. 34, 5, p. 703-713Research output: Contribution to journal › Article › peer-review
How Direct-to-Consumer Advertising for Prescription Drugs Affects Consumers' Welfare: A Natural Experiment Tests The Impact of FDA Legislation
Mukherji, P., Janakiraman, R., Dutta, S. & Rajiv, S., 1 Mar 2017, In: JOURNAL OF ADVERTISING RESEARCH. 57, 1, p. 94-108Research output: Contribution to journal › Article › peer-review
Knowledge Acquisition and Sharing: How Much Do Colleagues Matter?
Mukherji, P., Janakiraman, R. & Dutta, S., Sept 2017, In: Great Lakes Herald . 11, 2Research output: Contribution to journal › Article › peer-review
The curious versus the overwhelmed: Factors influencing QR codes scan intention
Okazaki, S., Navarro, A., Mukherji, P. & Plangger, K., 28 Oct 2017, (E-pub ahead of print) In: Journal of Business Research.Research output: Contribution to journal › Article › peer-review
Physicians’ motivations to use mobile health monitoring: a cross-country comparison
Okazaki, S., Castañeda, J. A., Sanz, S. & Mukherji, P., 13 May 2016, (E-pub ahead of print) In: Behaviour & Information Technology. p. 1-12 12 p.Research output: Contribution to journal › Article › peer-review
Behemoths at the Gate: How Incumbents Take on Acquisitive Entrants (and Why Some Do Better Than Others)
Mukherji, P., Sorescu, A., Prabhu, J. C. & Chandy, R. K., 1 Sept 2011, In: JOURNAL OF MARKETING. 75, 5, p. 53-70Research output: Contribution to journal › Article › peer-review
Research

King’s Health Programmes Attainment Gaps Research Group
Providing culturally appropriate care for all is core to health equality and patient-centred care.

Risk Management in Emerging Economies: A Marketing Perspective. The Context of Human-Wildlife Conflict (HWC) Insurance
We study how to reach buyers of complex new services in subsistence marketplaces with the help of various marketing tools and how to raise insurance literacy.
Project status: Ongoing
Events

Postgraduate Marketing Courses - Information Session
Discover which postgraduate Marketing MSc is right for you at our information session.
Please note: this event has passed.
Changing trends in ethnicity and academic performance: observational cohort data from a UK medical school
Mukherji, P., Adas, M., Clarke, B., Galloway, J., Mulvey, T., Norton, S., Turner, J., Russell, M., Lempp, H. & Li, S., 15 Dec 2022, In: BMJ Open. 12, 12, p. 1-7 7 p., e066886.Research output: Contribution to journal › Article › peer-review
Same, Same but Different! New Service Development in the Context of Emerging Markets: A Review
Dubiel, A. & Mukherji, P., 25 Oct 2022, In: International Marketing Review. 39, 5, p. 1226-1251 26 p.Research output: Contribution to journal › Article › peer-review
A decade (2008–2019) of advertising research productivity: A bibliometric review
Ford, J. B., Bezbaruah, S., Mukherji, P., Jain, V. & Merchant, A., Nov 2021, In: Journal of Business Research. 136, November 2021, p. 137-163 27 p.Research output: Contribution to journal › Article › peer-review
The Performance Impact of Core Component Outsourcing: Insights From The LCD TV Industry
Viswanathan, M., Mukherji, P., Narasimhan, O. & Chandy, R., 23 Mar 2021, (Accepted/In press) In: JOURNAL OF MARKETING RESEARCH.Research output: Contribution to journal › Article › peer-review
Blink: Advertising in a Multi-Media Environment: An Abstract
Furlan, F., West, D., Mukherji, P. & Nairn, A., 2019, Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, p. 13-14 2 p. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review
Patients’ Adoption of E-Consultation: The Role of Perceived Usefulness and Perceived Ease of Use, Trust, and Risk Aversion: An Abstract
Boussaa, A. T. T. & Mukherji, P., 2019, Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, p. 855-856 2 p. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review
Big Data for Good: Insights from Emerging Markets
Chandy, R., Hassan, M. & Mukherji, P., Sept 2017, In: JOURNAL OF PRODUCT INNOVATION MANAGEMENT. 34, 5, p. 703-713Research output: Contribution to journal › Article › peer-review
How Direct-to-Consumer Advertising for Prescription Drugs Affects Consumers' Welfare: A Natural Experiment Tests The Impact of FDA Legislation
Mukherji, P., Janakiraman, R., Dutta, S. & Rajiv, S., 1 Mar 2017, In: JOURNAL OF ADVERTISING RESEARCH. 57, 1, p. 94-108Research output: Contribution to journal › Article › peer-review
Knowledge Acquisition and Sharing: How Much Do Colleagues Matter?
Mukherji, P., Janakiraman, R. & Dutta, S., Sept 2017, In: Great Lakes Herald . 11, 2Research output: Contribution to journal › Article › peer-review
The curious versus the overwhelmed: Factors influencing QR codes scan intention
Okazaki, S., Navarro, A., Mukherji, P. & Plangger, K., 28 Oct 2017, (E-pub ahead of print) In: Journal of Business Research.Research output: Contribution to journal › Article › peer-review
Physicians’ motivations to use mobile health monitoring: a cross-country comparison
Okazaki, S., Castañeda, J. A., Sanz, S. & Mukherji, P., 13 May 2016, (E-pub ahead of print) In: Behaviour & Information Technology. p. 1-12 12 p.Research output: Contribution to journal › Article › peer-review
Behemoths at the Gate: How Incumbents Take on Acquisitive Entrants (and Why Some Do Better Than Others)
Mukherji, P., Sorescu, A., Prabhu, J. C. & Chandy, R. K., 1 Sept 2011, In: JOURNAL OF MARKETING. 75, 5, p. 53-70Research output: Contribution to journal › Article › peer-review
Research

King’s Health Programmes Attainment Gaps Research Group
Providing culturally appropriate care for all is core to health equality and patient-centred care.

Risk Management in Emerging Economies: A Marketing Perspective. The Context of Human-Wildlife Conflict (HWC) Insurance
We study how to reach buyers of complex new services in subsistence marketplaces with the help of various marketing tools and how to raise insurance literacy.
Project status: Ongoing
Events

Postgraduate Marketing Courses - Information Session
Discover which postgraduate Marketing MSc is right for you at our information session.
Please note: this event has passed.