Adjunct Research Professor
Adjunct Research Professor, Ivey International Centre for Health Innovation
Assistant Professor of Marketing at the Kelley School of Business, Indiana University Bloomington
At Ivey Health, Vivek is leading a research program in healthcare analytics. Specifically, Vivek and the team are studying how medical device innovations are introduced into the market; how device malfunctions – as reflected in unstructured textual customer complaints – yield device recalls that in turn impact subsequent innovations by the focal device manufacturer and its peers.
In general, Vivek studies how marketing (assets, communications, and personnel) can help firms respond to, and potentially recover, from adversity (such as product recall, customer data breaches, and bankruptcy). Methodologically, he uses machine learning techniques to discover insights from firm-generated, unstructured content and subsequently models the data using econometric methods.
Vivek teaches Marketing Analytics at Kelley School. He holds a bachelor’s degree in Computer Engineering from Aligarh Muslim University, India, an MBA from Indian Institute of Management – Lucknow, and an M.S. in Business from Wisconsin School of Business, University of Wisconsin-Madison.