Unnati Narang

Ph.D. Student
Department of Marketing


I am a fourth year PhD student in Business Administration (Marketing). I am interested in the causal impact of marketing strategies relating to mobile and platform technologies on consumer and firm decisions.

I leverage a diverse set of empirical methods to study these issues, including causal econometrics and machine learning. My current projects span omnichannel retailing, education, and gaming industries. My research on the impact of mobile app introduction on online and offline purchases and product returns for a multi-channel retailer, co-authored with my PhD advisor Dr. Venky Shankar, has been acknowledged by SSRN as among the top ten downloaded articles and the Marketing Science Institute (MSI).

Prior to joining the doctoral program, I was the Director of Marketing and Communications for the Institute for Personal Leadership where I led and managed the online education programs offered jointly with Columbia Business School Executive Education. I was also the Co-founder of a Delhi-based start-up Four Forty Hertz Music, a unique retail space for musicians.


Title Year Type

The Effects of Mobile Apps on Shopper Purchases and Product Returns

MSI Working Paper

2017 Article

The Impact of Mobile App Failures on Online and Offline Purchases

2018 Article