Dr Rohan Venkatraman

Dr Rohan Venkatraman

Department of Marketing
Lecturer in Marketing

Contact details

Address
Birmingham Business School
University House
University of Birmingham
Edgbaston
Birmingham
B15 2TT
UK

Rohan is a consumer culture researcher, who primarily examines how consumer identities challenge and are challenged by marketplaces. His primary stream of research examines the interplay between bodies, emotions, and practices that constitute consumer performances of identity. He is also interested in how marketplaces structure inclusion and exclusion of consumers through power hierarchies such as stigma, as well as aesthetic and taste hierarchies.

He specialises in using interpretive methodologies, such as ethnography and interviewing, to capture how consumers experience and navigate complex marketplaces. He also uses digital methodologies such as web scraping and content analysis to explore patterns of change across domains such as taste.

Qualifications

  • PhD in Marketing, University of Melbourne, Australia, 2021
  • Master of Commerce (Marketing), University of Melbourne, Australia, 2018
  • Master of Management (Marketing), University of Melbourne, Australia, 2015
  • BA (Hons) Business and Management, University of Exeter, UK, 2013

Teaching

Introduction to Marketing and Communications

Publications

Highlight publications

Meshram, K & Venkatraman, R 2022, 'A transformative service research perspective on caste-based discrimination in microcredit lending in India', Journal of Services Marketing, vol. 36, no. 7, pp. 964-976. https://doi.org/10.1108/JSM-09-2021-0362

Recent publications

Article

Kertcher, Z, Venkatraman, R & Coslor, E 2020, 'Pleasingly parallel: Early cross-disciplinary work for innovation diffusion across boundaries in grid computing', Journal of Business Research, vol. 116, pp. 581-594. https://doi.org/10.1016/j.jbusres.2020.04.018

Conference contribution

Venkatraman, R, Hartman, A, Coslor, E & Ojansivu, I 2020, The Meaning and Transformation of Taste Vocabulary. in NA - Advances in Consumer Research. vol. 48.

Paper

Venkatraman, R 2021, 'Consumer performances as territorial negotiations', Paper presented at ANZMAC 2021, Melbourne, Australia, 29/11/21 - 1/12/21 pp. 229.

Hartman, A, Venkatraman, R & Coslor, E 2021, 'Reproducing the whisky field: how consumer critics perform market work and symbolic-identity work in online reviews', Paper presented at 37th EGOS Colloquium 2021, Amsterdam, Netherlands, 8/07/21 - 10/07/21.

View all publications in research portal