Author Details

Aradhna Krishna

Dwight F. Benton Professor of Marketing; University of Michigan's Ross School of Business

Aradhna Krishna  is the Dwight. F. Benton Professor of Marketing at the Ross School of Business, University of Michigan. She is also the Director of the Sensory Marketing Lab which focuses on understanding how sensory aspects of products (i.e., the touch, taste, smell, sound and visual aspects of products) affect consumer emotions, memories, perceptions, preferences, choices and consumption of products.  She is considered the pioneer of the field of sensory marketing. Harvard Business Review recently acknowledged her as “the foremost expert in the field” of sensory marketing. For her leadership role in sensory marketing, Prof. Krishna has been recognized as a Fellow of the Society of Consumer Psychology.
Krishna does research and teaching in the areas of pricing, sensory marketing and socially relevant marketing.  She is considered one of the 50 most productive marketing professors in the world.  She has published more than 60 articles in peer reviewed journals and has also written two books which have been translated into multiple languages. Krishna holds a Ph.D. from New York University.  Besides the University of Michigan, she has taught at Columbia University, New York University, National University of Singapore.

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Aradhna Krishna has 9 products available, viewing 1-9.

MinuteGrocer: Estimating Economic Value to the Customer
This case about Economic Value to the Customer (EVC) enables students to deeply analyze the positive and negative differentiation value of a product or service, and how distinct demographic segments…
Publication Date: 05/02/2023 Product ID: 1-640-753
When is Pricing Unethical? Pharmaceuticals, Rideshares, Soft Drinks, and Travel
This case provides many different examples of pricing with ethical concerns that are spread across two common pricing contexts—value pricing and dynamic pricing. The examples include pharmaceutical pricing, ridesharing, dynamically…
Publication Date: 04/19/2022 Product ID: 4-367-485
Keeping it Clean During COVID-19: The Sanitizer Shortage
This case looks at the product shortages of N95 and N99 masks, hand sanitizers and wipes as a result of a new coronavirus, COVID-19. Students have to respond to the…
Publication Date: 03/16/2020 Product ID: 8-071-476
Note on Sensory Marketing: Shaping Consumer Perception and Behavior
How do our senses affect which products we like and don’t like? How can products be made more sensorially engaging? What should managers consider when devising sensory marketing strategies? As…
Publication Date: 03/01/2019 Product ID: 7-480-176
Pink Tax: Price Discrimination and Product Versioning Exercises
Authored by Aradhna Krishna, these exercises can be used in courses covering pricing strategy, segmentation, and price discrimination.  They can also be used to complement the WDI Publishing Case “Pink…
Publication Date: 11/29/2018 Product ID: 1-430-498
Skudge Foods Inc.: Exercises in Price Bundling
Skudge Foods Inc. is a consulting firm specializing in food pricing with an emphasis on bundling. Students will follow Skudge founder Sid Kris Jorgenson as his firm determines what prices…
Publication Date: 11/12/2018 Product ID: 7-009-594
Food Security: Business Models in the United States and India
This three-part case, authored by Aradhna Krishna and Dana Muir, provides the opportunity to engage students in an examination of how cross-cultural considerations can affect managerial, legal, operational, and corporate…
Publication Date: 06/15/2017 Product ID: 7-224-541
Katja’s Danish Bread: Exercises in Price, Demand, Cost, and Capacity
Through this series of increasingly more sophisticated exercises authored by Aradhna Krishna, students gain a deep understanding of the strong connection between price, demand, variable cost, and capacity. In their…
Publication Date: 06/01/2017 Product ID: 3-638-005
Pink Tax: Gender and Other Price Discrimination Factors
Diana Kelly is the brand manager for a company that has a new cream that gives consumers brighter, shinier nails. It will be sold in major retail outlets like Target,…
Publication Date: 07/25/2016 Product ID: 1-430-492