Dr. Ashutosh Patil’s research focus is two pronged. One of these is centered on studying substantive issues such as in sales management, emerging markets and E-Commerce using empirical models. In sales management, he is focused on studying the effects of non-cash and pacer incentives in the sales force. In emerging markets, he is focused on understanding how the advent of large chain retail stores in the traditionally fragmented retail space in India is impacting large CPG manufacturers. In the context of E-Commerce, he is focused on understanding how and whether rebranding of a website can alter website usage behavior. He incorporates advanced statistical modeling techniques when empirically investing these specific substantive issues. The other prong is based on interest research methodology. Specifically, he is focused on studying the level of artifacts caused due to common methods. He also studies categorical moderation specifically statistical power in detecting categorical moderation.
