Prithwiraj is a Professor of Marketing and the Director of Research in the Department of Marketing, Operations and Systems (MOS) at Newcastle Business School, Northumbria University. He has held academic positions at Leeds Beckett University, University of East Anglia, University of Nottingham, and XLRI Jamshedpur, India. Prithwiraj specialises in the use of quantitative research methods to explore firm behaviour, consumer-technology interface, sustainability initiatives and business performance with a specific interest in retail and digital domain. He has published more than 70 papers in several top ranking international marketing and management journals and conferences, serves 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, and won research grants from funding bodies such as Engineering and Physical Sciences Research Council EPSRC, Innovate UK and British Academy. Some of his recent research projects include exploring the role of information asymmetry on food product labels and its effect on healthy eating, sustainability initiatives of UK manufacturers and its impact on their business performance, and benchmarking of SMEs in the digital domain.

Prithwiraj has engaged widely with industries in three countries and provided consulting advice in the areas of digital marketing for start-ups, market entry and business expansion in international market, product innovations and brand positioning. Some of his recent clients include MNEs such as Nestle, Kraft Heinz, Mattel Toys, Walmart ASDA; and SMEs/ third sector such as Charity Retail Association and Prince of Wales Hospice.

Prithwiraj has demonstrated academic leadership and collegiality in collaborating with stakeholders from both within and outside the university in three ways: (a) In his current role as the Director of Research and Knowledge Exchange in the department of Marketing, Operations and Systems, Prithwiraj is leading the research portfolio of about 65 colleagues in the department. He has developed a successful mechanism to create a supportive and inclusive research culture within the department, built a team of enthusiastic colleagues working towards developing a collaborative research environment, initiated a unique research support infrastructure and crafted a research strategy pathway to achieve further research success for the department in REF2028. (b) He led The Retail Institute (TRI) at Leeds Beckett University as its Associate Director for 5 years. In this role, he has collaborated extensively with leading retailers, supermarkets, and brand owners such as Asda, Nestle and Kraft Heinz to solve real-life business problems, generate enterprise income, improve the Business School brand among practitioners, and led an inter-disciplinary team of researchers from multiple faculties within the university. (c) He has worked with SMEs, Retail Associations, 3rd sector organizations and international Business Schools as Academic Advisors in various capacity over the last decade to address industry/ societal challenges, build an international network and raise university profile. 

Prithwiraj conducts research into 3 areas: (a) Digital Marketing where he focuses on areas such as consumer behaviour on the digital platform, online reviews and dynamic personalization using marketing analytics, (b) Services Marketing where he explores issues such as customer relationship, service performance and the role of emotions on service loyalty, (c) Green/ Sustainability issues in Marketing where he focuses on the interdisciplinary research to understand resources and capabilities needed by firms to achieve environmental sustainability and its impact on consumer behaviour and firm performance.

His research is empirical and involves consumer experiments, survey design, and use of secondary financial/ sustainability databases.