Professor Uppal obtained his PhD and MS in Marketing from the Wharton School, University of Pennsylvania. His research interests lie broadly in using microeconomic theory and game theory based models to study various problems in marketing. His current research falls in two domains. In the first, he examines how policy debates, like the net neutrality debate, can change critically when marketing actions of the concerned firms are taken into account. In the second, he studies retailing in developed as well as emerging economies. Specifically, he investigates how marketing interactions across the distribution channel are affected by various selling formats followed by retailers globally and how that can help explain the resilience of traditional retailers in emerging markets.

Prior to obtaining his PhD, Professor Uppal has worked on strategies for algorithmic trading in equity markets at Tower Research Capital and conducted research on technology for emerging markets at Microsoft Research India. He holds a BTech in Computer Science and Engineering from the Indian Institute of Technology (IIT) Delhi and is a KVPY and NTSE scholar.


  • Ph D (Marketing), The Wharton School, University of Pennsylvania 2018
  • MS (Marketing), The Wharton School, University of Pennsylvania 2014
  • BTech (Computer Science and Engineering), Indian Institute of Technology (IIT) Delhi 2011


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