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Guneet is an Assistant Professor of Marketing at the Ivey Business School, Western University, Canada. Her research explores the intersection of marketing and technological interventions, applying econometric methods to model how consumers and firms respond to innovation.
Her research on firm decision-making focuses on pricing strategies, innovation adoption, and responses to data breaches across a range of industries. On the consumer side, she examines how individuals respond to information aggregation, dealer haggling, cryptocurrency airdrops, and AI-supported decision aids in varied contexts.
Guneet is also a GenAI Teaching Fellow (2025-2027) and the David G. Burgoyne Teaching Award (2025) recipient at Western University. She teaches Marketing Management and Digital Marketing Analytics to HBA students at Ivey and has authored business cases at the intersection of marketing and emerging technologies such as AI, Blockchain, and Social Media.
Before joining Ivey, Guneet earned her Ph.D. in Marketing from the University of North Carolina at Chapel Hill. She brings four years of industry experience from her time at NielsenIQ (Nielsen BASES). She has an honours degree in Physics (B.Sc.) with Distinction from Panjab University, Chandigarh, and a Master’s in Business Economics from Delhi University.