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    Preetinder Kaur

    preetinder kaur

    Assistant Professor

    Gordon S. Lang School of Business and Economics, Department of Marketing & Consumer Studies

    preetind@uoguelph.ca

    About

    My research explores the intersections of B2B strategy, the marketing-finance interface, and firm growth, with the goal of advancing academic knowledge and providing actionable insights for managerial practice. I investigate how firms strategically leverage marketing assets to enhance performance, sustain competitive advantage, and drive long-term growth. A key focus of my research is the franchising industry and multi-unit retail networks, where I examine ownership structures, digital engagement, and competitive dynamics. Methodologically, my work is grounded in empirical rigor, employing econometric modeling, longitudinal data analysis, and quasi-experimental designs. I am particularly interested in the interplay between different marketing strategies and how firms adapt to changing competitive landscapes.

    Education

    2022 Ph.D. in Business and Technology (Marketing), Iowa State University, USA

    2014 Master of Arts, Indira Gandhi National Open University, India

    2010 Bachelor of Business Administration, Punjab Technical University, India


    Publications

    • Kaur, P., Kim, S.K. and Gill, P. (2025), “When does social media experience improve franchisee performance? A knowledge value chain perspective”, Journal of Retailing.
    • Gill, P., Kim, S.K. and Kaur, P. (2025), "When does ownership concentration improve franchise store performance?", European Journal of Marketing.
    • Kaur, P., Ramaswami, S.N. and Bommaraju, R. (2021), “The Chief Marketing Officer: An Antidote to Myopic Earnings Management Practices,” Marketing Letters.