Dr. Vijay Ganesh Hariharan is an assistant professor in the marketing department at the University of Central Florida. Prior to joining UCF, Dr. Hariharan was at Erasmus University Rotterdam. He holds a PhD in Marketing and M.A. in Economics from the State University of New York at Buffalo.

He is interested in answering strategic questions in the area of product and brand management. He uses econometric, statistical and operational research techniques to answer managerially relevant questions in his areas of interest. He aims to address the dynamic and endogenous nature of marketing decisions and market outcomes.

His publications have appeared in leading journals such as Journal of Marketing, Management Science, International Journal of Research in Marketing and Journal of Business Research and have been presented in various international conferences.

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