Prithwiraj Nath


Research interests

Prithwiraj is a Professor of Marketing at Newcastle Business School, Northumbria University. He has held academic positions at Leeds Beckett University, University of East Anglia, and University of Nottingham. 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 50 papers in several top ranking international marketing and management journals, serves in the editorial board of four journals, 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 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.



Organisational affiliations

Education/Academic qualification

  • PhD, Marketing

    1 Jan 2003 - 31 Dec 2099