Dhruv Grewal

Toyota chair of commerce and electronic business and professor of marketing

Babson College

United States

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About

Dhruv Grewal is the Toyota Chair of Commerce and Electronic Business and a Professor of Marketing at Babson College, USA. His research focuses on technology's impact on innovation management, communication design, and marketing in the context of generative AI and omnichannel retailing. His recent articles explore themes like trust in smart voice assistants, the economics of robotics, and the future of marketing education.

Articles (29)

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2025

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2022

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2022

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2021

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2021

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2021

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2021

Collaborators (20)

Dennis Herhausen

University of Amsterdam

NETHERLANDS

Dhruv Grewal

Research Interests

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About

Articles (29)

Share of time in omnichannel retailing: Definition and measurement

How Topic Modeling Can Spur Innovation Management

Evoking trust in smart voice assistants

Viva robonomics!? Cost–benefit analysis of robots and future directions in service and robonomics research

Communication design logics and innovation management

A Brave New World: The Impact of Technology on Innovation Management

Generative AI: Delivering on the Promises and Understanding the Perils

How generative AI Is shaping the future of marketing

Verbal persuasion in marketing: A multimethod meta-analysis of analytical and narrative processing

Narrate, Act, and Resonate to Tell a Visual Story: A Systematic Review of How Images Transport Viewers

The Future of Marketing and Marketing Education

AI is Changing the World: For Better or for Worse?

Autonomous stores: How levels of in-store automation affect store patronage

Autonomous stores: How levels of in-store automation affect store patronage

Cobotic service teams and power dynamics: Understanding and mitigating unintended consequences of human-robot collaboration in healthcare services

Countering Virtual Brand Sabotage: The Power of Informative Responses

Fueling innovation management research: Future directions and five forward-looking paths

Generative AI and Marketing Education: What the Future Holds

Should online retailers emphasize efficiency or experience? First insights on the evolution and heterogeneity of website attributes

Testing Work–Life Theory in Marketing: Evidence from Field Experiments on Social Media

In-store endcap projections and their effect on sales

How communications by AI-enabled voice assistants impact the customer journey

Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact

Communication in the Gig Economy: Buying and Selling in Online Freelance Marketplaces

Artificial intelligence: The light and the darkness

Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches

Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies

How artificial intelligence will affect the future of retailing

Navigating the Retailing Frontier through Academic and Practitioner Collaboration

Collaborators (20)

Dennis Herhausen

Sabine Benoit

Siggi Gudergan

VENKATESH SHANKAR

Carl-Philip Ahlbom

Martin Mende

Syed Rahman

Jamie Carlson

Ruud Wetzels

ANDREA ORDANINI

Birgit Altrichter

Timothy Bohling

Jens Nordfält

Vanessa Patrick

Liliana Bove

Cinthia Satornino

Amit Agarwal

Stephan Ludwig

Peter Urwin

Martin Wetzels

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