Dr. Dhruv Grewal

LATEST NEWS: New Book Coming in February 2016

Dhruv Grewal teaching interests focus on value-based marketing strategies, tactics and implementation (teaching the undergraduate, graduate and executive foundations courses and seminar),  marketing research, retailing, and pricing.  He has won a number of awards for his teaching: 2005 Sherwin-Williams Distinguished Teaching Award, Society for Marketing Advances, 2003 American Marketing Association, Award for Innovative Excellence in Marketing Education, 1999 Academy of Marketing Science Great Teachers in Marketing Award, Executive MBA Teaching Excellence Award (1998), School of Business Teaching Excellence Awards (1993, 1999), and Virginia Tech Certificate of Recognition for Outstanding Teaching (1989).

    • ICA (with Krista Hill, Jens Nordfält and Anne L. Roggeveen) – used in experimentation class at Babson College.
    • Carpet-Pro Solutions (A &B) (with Jeanne Munger) — Used in 1-Year MBA Babson Consortium Program, and Lucent Program.
    • Staples.Com (with Jeanne Munger).
      • Used in e-commerce class at Babson and 1-year MBA.
    • eBay.Com (with Jeanne Munger).
      • Used in e-commerce class at Babson, 1-Year MBA, Babson Consortium Program.
    • Sports Therapy Cases (A & B) (with Jeanne Munger).
      • Used in Boston University Class for Physical Therapists.
    • Tel-Soft.Com (with Jeanne Munger).
      • Used in Lucent Masters Program at Babson College and 1-Year MBA Program.
    • Insurance-XYZ.Com (with Jeanne Munger).  Adapted version of Tel-Soft.Com. Case used in SEE Met-Life Program.
    • Staples, in Fulfillment in E-Business (2001), Edited by Petra Schuber, Ralf Wolfle and Walter Dettling, Germany: Hanser, 239-252 (Case is published in German) (case is with J. P. Jeannet, W. Caleb McCann and Martha Lanning).
    • Reebok in Fulfillment in E-Business (2001), Edited by Petra Schuber, Ralf Wolfle and Walter Dettling, Germany: Hanser, 217-226 (Case is published in German) (case is with J. P. Jeannet, W. Caleb McCann and Martha Lanning).
    • Tonernow in Fulfillment in E-Business (2001), Edited by Petra Schuber, Ralf Wolfle and Walter Dettling, Germany: Hanser, 227-237 (Case is published in German) (case is with J. P. Jeannet, W. Caleb McCann and Martha Lanning).
    • Zerco Battery Case (with Jeanne Munger).  Case used in IMC-2 Classes at Babson College (Fall 2001, Spring 2002, Summer 2004).
    • Zerco Cellular Batter Case (with Jeanne Munger).  Adapted version of Zerco Battery Case. Case used in Ericsson exec-ed program and Lucent MS Program.
    • Z-Battery.Com (with Jeanne Munger).  Online adaptation of the Zerco Battery case used in e-commerce class at Babson College.
    • Emergin (with Kathi Overby).  Case pertains to the change and evaluation of website.  Used in e-commerce class Babson college.
    • Grewal, Dhruv (1988), “Coke Tries to Counter the Pepsi Challenge”, in Business Strategy and Policy, 2nd edition, eds. Garry D. Smith, Danny R. Arnold, and Bobby G. Bizzell, Boston, MA:  Houghton Mifflin Company, 474-497.
      • Reprinted in Marketing Management: Knowledge and Skills, 2nd edition, eds. J. Paul Peter and James Donnelly, Homewood, IL:  Business Publications Inc./Irwin, 1988, 756-780.
      • Reprinted in Marketing Management:  Knowledge and Skills, 3rd edition, eds. J. Paul Peter and James Donnelly, Homewood, IL:  Business Publications Inc./Irwin, 1992, 778-801.
      • Reprinted in Marketing Management:  Knowledge and Skills, 4th edition, eds. J. Paul Peter and James Donnelly, Homewood, IL:  Business Publications Inc./Irwin, 1995, 702-722.

  • “Increasing Student Engagement using Technology,” McGraw-Hill Symposium, Charleston, February 2015. (Led discussions and demonstrated a number of options: Connect, Blog, and Facebook exercise).  Faculty from over 10 universities and colleges were present and participated in the session.

    “Engaging Students Today,” McGraw-Hill Symposium, Chicago, March, 2013.

    “Social Media: Enhancing Your Marketing Endeavors,” Using Social Media to redefine the Customer Value Proposition Conference, Babson College, April 2012.  Plenary opening talk.

    “Teaching Marketing Foundations,” McGraw-Hill Symposium, San Francisco, March 2011.

    “Engaging Students: Interactivity and Analytics,” Summer AMA, Boston 2010.

    “Engage Your Principles of Marketing Students in New and Fresh Ways in a Changing Learning Environment,” University of New Hampshire, April 2009.

    “Strategies for teaching to Millennial’s (today’s student),” McGraw-Irwin Event at NYC (attended by over 30 faculty from NY schools), April 2009.

    “Measuring Value,” McGraw-Irwin Principle of Marketing Symposium in Memphis, March 2009.

    “Engage Your Principles of Marketing Students in New and Fresh Ways in a Changing Learning Environment,” University of Miami, February 2009.

    “Insights from Research & Teaching,” Babson College Marketing Division Colloquium Series, September 2008.

    “Using Electronic Toolkits to Engage Your Principles of Marketing Students,” Summer Educators Conference, American Marketing Association, San Diego, August 2008.

    Engage Your Principles of Marketing Students in New and Fresh Ways in a Changing Learning Environment.” Workshop at George Mason University, February and May 2008.

    “Engage Your Principles of Marketing Students in New and Fresh Ways in a Changing Learning Environment,” (with Michael Levy), University of New Haven, (sponsored by AMA Connecticut Chapter and McGraw-Hill), October 12 2007, (over 15 faculty from New England attended).

    “Why Write a Textbook: Pro’s & Cons?,” AMA Summer Educators’ Conference, August 2007, Washington D.C.

    “Delivering Insights: The 3 I’s of Teaching: Integration, Involvement, and Interaction,” Pre-Conference Workshop, AMA Summer Educators’ Conference, August 2007, Washington D.C.

    “Interactivity in Marketing Foundation Classes,” 2007 Marketing Educators’ Conference, San Antonio, Texas.

    “Engage Your Principles of Marketing Students in New and Fresh Ways in a Changing Learning Environment,” Bentley College, April 2007. (over 25 faculty from New England attended).

    “Engage Your Principles of Marketing Students in New and Fresh Ways in a Changing Learning Environment,” Bryant College, April 2007.

    “The Changing Learning Environment: Who are Today’s Students?.” NY McGraw-Hill Conference, 2007, luncheon keynote speaker.

    “Engage Your Principles of Marketing Students in New and Fresh Ways,” Web-Ex Presentations, McGraw-Hill, (made a number of presentations over the months of February, March and April 2007).

    “The 3 I’s of Teaching: Integration, Involvement, and Interaction,” Society for Marketing Advances Distinguished Teach Award Finalist Presentations, November 2005.

    “Teaching: A Chance to Make a Difference in My Student’s Lives,” in AMA Winter Educators’ Conference Proceedings, Henderson and Moore (eds.), Vol. 14, Chicago, IL: American Marketing Association, 40-41. Teaching SIG Awards Session 2003.

    “Great Teachers in Marketing Presentation: My Chance to Make a Difference, Academy of Marketing Science, Coral Gables, Florida, 1999.

    • Masters in Arts (Public Relations) Thesis Committee Member:
      • Susanne P. Conrad, University of Miami.
      • Title: “An Examination of the Professional Public Relations Use of Research Techniques.”  Completed:  June 1992.
    • Doctorate in Marketing, Dissertation Committee Member:
      • Sukumar Kavanoor, University of Mississippi.
      • Title: “Comparative Versus Noncomparative Ads: The Moderating Role of Ad Credibility and its Determinants.”
      • Completed: October 1995
    • Doctorate in Marketing, External Reader:
      • Jill Sweeney, Curtin University, Australia.
      • Title: Antecedents and Consequences of Perceptions of Value: A Field Study
      • Completed: Summer 1995
    • Doctorate in Marketing, Committee Member:
      • Morris George, University of Connecticut
      • Title: Essays on Cross-Buying in a Non-Contractual Setting: Why, What, When and How Much?
      • Completed: May 2008
    • Doctorate in Psychology, Committee Member:
      • Scott Motyka, Brandeis University
      • Completed: February 2013
    • Doctorate in Marketing, Committee Member:
      • Elizabeth Aguirrelopez, Maastricht University
      • In Process
    • Doctorate in Marketing, Committee Member:
      • Jan Pelser, Maastricht University
      • In Process


  • In my marketing research classes, I have encouraged students to pursue projects that would be useful for local firms. Some examples are: Burdines (now Macy’s), Staples, Dunkin Donuts, Bose, Fidelity, Virgin Life, Raytheon, Select Comforters, New Balance, Alkami, Smuckers, Lindt, Nalgene, Capital Advisors Group, PBS (Fetch Program) and Cisco. I have supervised numerous independent studies that have focused on new start-up business plans or specific topic areas.

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