Email
pshah@wpi.edu
Office
Washburn Labs Room 302
Education
PhD Marketing from Texas Tech University, Lubbock, TX, USA (2013)
MBA Marketing and IB from Texas Tech University, Lubbock, TX, USA (2009)
MMS (Marketing) from University of Mumbai, India (2003)
B.Com. (Economics) from University of Mumbai, India (2000)

Professor Shah has 'done' marketing and now she 'teaches' marketing at the WPI Business School. She has a diverse industry experience in the marketing/brand management function of mid-size to large corporations across consumer goods, retail, and real estate verticals. In academics, she aspires to play her role as a researcher (knowledge creation) and teacher (knowledge dissemination). Her research questions, in the context of discovery, attempt to explain and understand interesting and challenging marketing phenomena that have not received much research attention. She is also skilled at teaching and training budding managers. She believes that one of the most gratifying aspects of an academic career is the opportunity to teach and interact with students, to guide them, to develop a well-designed course and related materials, and to learn a great deal in that process. The overarching purpose of her teaching is to improve upon her students’ knowledge base by facilitating learning through creative, critical, and reflective thinking. Having worked in industry as a marketing professional and now pursuing a career in marketing academics, explains her passion for marketing.


View Professor Shah's teaching portfolio and visit Digital WPI to view student projects advised by Professor Shah and those to which she has contributed.

Honors for Advised Projects:

  • First Prize Winner (out of over 25 IQPs) for the Worcester Community Project Center’s Annual IQP Awards, 2017
  • Nominated as finalist (top 5 out of over 200 IQP projects) for President’s IQP award in 2017
  • First Prize Winner (out of over 60 research posters) for WPI Graduate Research Innovation Exchange, 2015
  • Popular Choice Award Winner (out of over 60 research posters) for WPI Graduate Research Innovation Exchange, 2014
Email
pshah@wpi.edu
Education
PhD Marketing from Texas Tech University, Lubbock, TX, USA (2013)
MBA Marketing and IB from Texas Tech University, Lubbock, TX, USA (2009)
MMS (Marketing) from University of Mumbai, India (2003)
B.Com. (Economics) from University of Mumbai, India (2000)

Professor Shah has 'done' marketing and now she 'teaches' marketing at the WPI Business School. She has a diverse industry experience in the marketing/brand management function of mid-size to large corporations across consumer goods, retail, and real estate verticals. In academics, she aspires to play her role as a researcher (knowledge creation) and teacher (knowledge dissemination). Her research questions, in the context of discovery, attempt to explain and understand interesting and challenging marketing phenomena that have not received much research attention. She is also skilled at teaching and training budding managers. She believes that one of the most gratifying aspects of an academic career is the opportunity to teach and interact with students, to guide them, to develop a well-designed course and related materials, and to learn a great deal in that process. The overarching purpose of her teaching is to improve upon her students’ knowledge base by facilitating learning through creative, critical, and reflective thinking. Having worked in industry as a marketing professional and now pursuing a career in marketing academics, explains her passion for marketing.


View Professor Shah's teaching portfolio and visit Digital WPI to view student projects advised by Professor Shah and those to which she has contributed.

Honors for Advised Projects:

  • First Prize Winner (out of over 25 IQPs) for the Worcester Community Project Center’s Annual IQP Awards, 2017
  • Nominated as finalist (top 5 out of over 200 IQP projects) for President’s IQP award in 2017
  • First Prize Winner (out of over 60 research posters) for WPI Graduate Research Innovation Exchange, 2015
  • Popular Choice Award Winner (out of over 60 research posters) for WPI Graduate Research Innovation Exchange, 2014
Office
Washburn Labs Room 302
Sustainable Development Goals

SDG 9: Industry, Innovation, and Infrastructure

SDG 9: Industry, Innovation, and Infrastructure - Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation

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Preview Industry, Innovation, and Infrastructure Goal

SDG 12: Responsible Consumption and Production

SDG 12: Responsible Consumption and Production - Ensure sustainable consumption and production patterns

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Preview Responsible Consumption and Production Goal

Scholarly Work

Professor Shah's research focuses on brand and product deletion and product disposal.

Featured works:

Almazyad, Fadi, Purvi Shah, & Eleanor T. Loiacono (2023). Social media activism for resurrecting deleted brands: the role of consumers’ psychological reactance. Journal of Brand Management, 30(4), 367-380.

Zhu, Qingyun, Roberto Antonio Martins, Purvi Shah, and Joseph Sarkis (2021), "A bibliometric review of brand and product deletion research: Setting a research agenda," IEEE Transactions on Engineering Management, doi: 10.1109/TEM.2021.3055459.

Shah, Purvi (2020). Managing customer reactions to brand deletion in B2B and B2C contexts. Journal of Retailing and Consumer Services, 57(C).

Bai, Chunguang, Purvi Shah, Qingyun Zhu, and Joseph Sarkis (2017),"Green Product Deletion Decisions: An Integrated Sustainable Production and Consumption Approach,” Industrial Management and Data Systems, 118(2), 349-389.

Shah, Purvi (2017), ""Why do Firms Delete Brands?: Insights from a Qualitative Study,” Journal of Marketing Management, 33(5-6), 446-463.

Shah, Purvi, Debbie A. Laverie, & Donna F. Davis (2017). Research paper Brand deletion. Journal of Brand Strategy, 5(4), 434-452.

Hall-Phillips, Adrienne and Purvi Shah (2017),"Unclarity confusion and expiration date labels in the United States: A consumer perspective,” Journal of Retailing and Consumer Services, 35, 118-126.

Shah, Purvi (2015), "Kill it or keep it?: The weak brand retain-or-discard decision in brand portfolio management,” Journal of Brand Management, 22(2), 154-172.

Professional Highlights & Honors
Leading Academic Data Leaders, 2021
Chief Data Officer Magazine
Nominee, Romeo L. Moruzzi Young Faculty Award for Innovation in Undergraduate Education, 2017
WPI
Highly Commended article, "Green Product Deletion Decisions: An Integrated Sustainable Production and Consumption Approach", 2019
Emerald Literati Awards

News

SEE MORE NEWS ABOUT Purvi Shah
Zippia
Interactive marketing specialist skills

Purvi Shah, associate professor of marketing, is quoted in this article on the career development website Zippia about the skills needed for a career in interactive marketing.

AFP (Agence France-Presse)
Wendy's wants to test the experience of dynamic pricing

Wendy’s will test dynamic pricing, meaning products may cost more at times of peak demand and less in off-hours. Purvi Shah, associate professor of marketing in The Business School, analyzes the risk and potential reward for the company in this article from Agence France-Presse in Le Parisien