Assistant Professor

Department : Marketing

Nationalities :


  • New products and brand management
  • Data driven and digital marketing
  • Innovation Management
  • Marketing Management

Work experience

  • Assistant Professor, Marketing Academic Area, Rennes School of Business (2011 – Present)

Research interest

  • Digital Marketing
  • Consumer Behaviour
  • New Product Management



  • Ph.D. School of Business, Aarhus Univ., Denmark, 2011
  • Master Politecnico di Torino, Torino, Italy, 2007
  • M.B.A. Cardiff University, Cardiff, United Kingdom, 2005

Intellectual contributions

Basic or Discovery Scholarship

  • Divakaran P.K.P, Palmer A, Søndergaard H. A., & Matkovskyy, R (2017), Pre-launch prediction of market performance for short lifecycle products using online community data. Journal of Interactive Marketing, Vol. 38, Pg 12-28. (FNEGE3*** and Impact Factor: 3.256).
  • Divakaran P.K.P (2016). When and Why Should Firms Intervene in Firm-hosted Idea-generation Communities? Journal of Business Strategy (2**FNEGE). Paper accepted for publication.
  • Divakaran, P. K. P., & Nørskov, S. (2016). Are online communities on par with experts in the evaluation of new movies? Evidence from the Fandango community. Information Technology & People, 29(1), 120-145. (ABS 3***)
  • Divakaran P.K.P (2016). When users offer up ideas: how to evaluate them. Journal of Business Strategy, Vol. 37 Iss 5 pp. 32 – 38 (FNEGE 2**)
  • Divakaran, P. K.P., (2012). Pre-release member participation as potential predictors of post-release community members’ adoption behaviour: evidence from the motion picture industry. Behaviour & Information Technology, 1-15. (ABS 2**)
  • Divakaran, P. K. P. (2012), Effects of New Product Preannouncements on Web 2.0 Based Consumption Communities and their Significance. IEM International Journal of Management and Technology, 2(2), 91-95.

Presentations of Refereed Papers

  • Divakaran, Pradeep (2014). Community-aided brand concept maps: a new approach for eliciting brand association networks. The 8th International Days of Statistics and Economics, Prague, Czech Republic, September 11 – 13 2014, Prague, Czech Republic.
  • Divakaran, Pradeep (2014). The effects of mixed online customer reviews: the moderating role of brand equity and expert reviews. ATINER (Athens Institute for Education and Research) – 12th Annual Conference on Marketing, Athens, Greece, June 30 – July 3 2014, Athens, Greece.
  • Divakaran, Pradeep (2010). Understanding pre-release user activities in online communities and it’s antecedents: a netnographic approach. 8th annual international open and user innovation workshop, Cambridge, United States of America.
  • Divakaran, Pradeep (2010). Using online community for pre-release market evaluation of motion pictures. 2010 Academy of Management Annual Meeting, Montreal, Canada.
  • Divakaran, Pradeep (2009). The ability of online communities for predicting market performance of new product concepts. 7th annual international open and user innovation workshop, Hamburg, Germany.
  • Divakaran, Pradeep (2008). Exploring how user communities facilitate entrepreneurial processes. User and Open Innovation, Harvard, United States of America.