Professor Prithwiraj Nath

Faculty Director of Partnerships - Professor (R)
EBS - Management and Marketing
Professor Prithwiraj Nath



Prithwiraj is currently working as the Faculty Director of Partnerships, Faculty of Social Sciences and Professor of Marketing at Essex Business School. My role involves providing academic leadership for new business development and growth of existing partnerships and internationalization activities within the Faculty of Social Sciences (with 4 social science subjects in the UK top 10 for research quality) in education, research, and knowledge exchange. I work with the university and faculty leadership teams, the heads of 6 schools (Business, Economics, Psychosocial and Psychoanalytic Studies, Government, Language and Linguistics, Sociology and Criminology) and their departments and academic colleagues, 3 research centres (United Kingdom Data Archive, Institute for Social and Economic Research, and Essex Lab) and the dedicated professional services team in business development at the university to develop and implement strategic collaborations for international partnerships and achieve the university objectives. I am looking forward to developing collaborative partnerships in education, research and knowledge exchange between the University of Essex and other higher educational institutions of excellence, public and private organisations across the globe that inculcate and shape intellectual thinking on problems of social and economic relevance and promote responsible business practices. Prithwiraj has more than 10 years of academic leadership experience in integrating education, research, knowledge exchange and partnership initiatives in leading UK research intensive universities. This includes leading: 1. the partnership and internationalization agenda of a faculty, 2. research and knowledge exchange initiatives of a Business School department comprising of 3 subject groups and its REF responsibility, 3. guiding an interdisciplinary research centre that involved working with businesses (leading retailers, brand owners and charities), 4. designing, launching, and leading an innovative Postgraduate Taught Programme in a Business School. As a Marketing academic for more than 20 years, Prithwiraj explores consumer behaviour in the digital environment, marketing analytics and ROIs, and sustainable marketing strategy. My research focuses on retail, banking, eCommerce and FMCG sectors. His work is supported with research funding from Innovate UK, British Academy, Engineering and Physical Sciences Research Council and through industry funding from retailers and brand owners including Nestle, Kraft Heinz, Mattel, ASDA and non-profit organizations both in the U.K. and in the rest of Europe. I have published more than 70 papers in several top ranking international marketing and management journals and conferences, serve in the editorial board of four journals including Industrial Marketing Management and Journal of Business Research, won several best paper prizes and outstanding reviewer awards from top journals and academic conferences. My previous academic positions were at Northumbria University, Leeds Beckett University, University of East Anglia, University of Nottingham, and XLRI Jamshedpur, India.


  • PhD Marketing Indian Institute of Management Calcutta,

  • MSc Physics Jadavpur University,

  • BSc Physics Jadavpur University,


University of Essex

  • Faculty Director of Partnerships, University of Essex, Faculty of Social Sciences, University of Essex (25/3/2024 - present)

Research and professional activities

Research interests

Consumer-technology interface

Key words: Digital marketing
Open to supervise

Marketing Strategy

Key words: Marketing Performance

Consumption Decision Making

Key words: Retail Consumption

Services Environment

Key words: Service Metrics


Key words: Green Marketing

Teaching and supervision

Current teaching responsibilities

  • Research Methods in Marketing (BE965)

  • Marketing Analytics (BE564)


Journal articles (23)

Nath, P. and Siepong, A., (2022). Green marketing capability: A configuration approach towards sustainable development. Journal of Cleaner Production. 354, 131727-131727

Hoque, MT., Nath, P., Ahammad, MF., Tzokas, N. and Yip, N., (2022). Constituents of dynamic marketing capability: Strategic fit and heterogeneity in export performance. Journal of Business Research. 144, 1107-1023

Hoque, MT., Ahammad, MF., Tzokas, N., Tarba, S. and Nath, P., (2022). Eyes open and hands on: market knowledge and marketing capabilities in export markets. International Marketing Review. 39 (3), 431-462

Nath, P., Devlin, J. and Reid, V., (2018). The effects of online reviews on service expectations: Do cultural value orientations matter?. Journal of Business Research. 90, 123-133

McKechnie, S., Nath, P. and Xun, J., (2018). New insights into emotion valence and loyalty intentions in relational exchanges. Psychology & Marketing. 35 (2), 160-169

Yu, W., Ramanathan, R. and Nath, P., (2017). Environmental pressures and performance: An analysis of the roles of environmental innovation strategy and marketing capability. Technological Forecasting and Social Change. 117, 160-169

Nath, P. and Ramanathan, R., (2016). Environmental management practices, environmental technology portfolio, and environmental commitment: A content analytic approach for UK manufacturing firms. International Journal of Production Economics. 171, 427-437

McKechnie, S. and Nath, P., (2016). Effects of new-to-market e-store features on first time browsers. International Journal of Human-Computer Studies. 90, 14-26

Nath, P., Devlin, J. and Reid, V., (2016). Expectation Formation in Case of Newer Hotels. Journal of Travel Research. 55 (2), 261-275

Subramanian, N., Abdulrahman, MD., Wu, L. and Nath, P., (2016). Green competence framework: evidence from China. The International Journal of Human Resource Management. 27 (2), 151-172

Nath, P. and McKechnie, S., (2016). Task facilitative tools, choice goals, and risk averseness: A process-view study of e-stores. Journal of Business Research. 69 (5), 1572-1576

Ramanathan, R., Poomkaew, B. and Nath, P., (2014). The impact of organizational pressures on environmental performance of firms. Business Ethics: A European Review. 23 (2), 169-182

Yu, W., Ramanathan, R. and Nath, P., (2014). The impacts of marketing and operations capabilities on financial performance in the UK retail sector: A resource-based perspective. Industrial Marketing Management. 43 (1), 25-31

Nath, P. and Mukherjee, A., (2012). Complementary effects of relational bonds in information asymmetry contexts. Journal of Services Marketing. 26 (3), 168-180

Ramanathan, R., Black, A., Nath, P. and Muyldermans, L., (2010). Impact of environmental regulations on innovation and performance in the UK industrial sector. Management Decision. 48 (10), 1493-1513

Nath, P., Nachiappan, S. and Ramanathan, R., (2010). The impact of marketing capability, operations capability and diversification strategy on performance: A resource-based view. Industrial Marketing Management. 39 (2), 317-329

Mukherjee, A. and Nath, P., (2007). Role of electronic trust in online retailing. European Journal of Marketing. 41 (9/10), 1173-1202

Daly, SP. and Nath, P., (2005). Reverse auctions and buyer–seller relationships: A rejoinder to Emiliani and Stec's commentary. Industrial Marketing Management. 34 (2), 173-176

Mukherjee, A. and Nath, P., (2005). An empirical assessment of comparative approaches to service quality measurement. Journal of Services Marketing. 19 (3), 174-184

Daly, SP. and Nath, P., (2005). Reverse auctions for relationship marketers. Industrial Marketing Management. 34 (2), 157-166

Mukherjee, A. and Nath, P., (2003). A model of trust in online relationship banking. International Journal of Bank Marketing. 21 (1), 5-15

Mukherjee, A., Nath, P. and Pal, M., (2003). Resource, service quality and performance triad: a framework for measuring efficiency of banking services. Journal of the Operational Research Society. 54 (7), 723-735

Mukherjee, A., Nath, P. and Nath Pal, M., (2002). Performance benchmarking and strategic homogeneity of Indian banks. International Journal of Bank Marketing. 20 (3), 122-139

Book chapters (2)

Nath, P. and Ramanathan, R., (2020). Impact of Environmental Initiatives on Environmental Performances: Evidence From the UK Manufacturing Sector. In: Encyclopedia of Renewable and Sustainable Materials. Elsevier. 408- 413. 9780128131961

Emmerson, B., Barnes, C. and Nath, P., (2020). Expectations vs. Reality: Can Sensory Incongruence Generate Positive Emotion and Behaviour in the Online Shopping Context? An Abstract. In: Enlightened Marketing in Challenging Times. Springer International Publishing. 59- 60. 9783030425449

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EBS.3.89, Colchester Campus