Papers
16
Total Citations
6,479
H-Index
13
About
Dhruv Grewal is a preeminent scholar in marketing, retailing, and emerging technologies, whose work has fundamentally shaped how researchers and practitioners understand the intersection of artificial intelligence, robotics, and consumer behavior. A professor at Babson College, Grewal has become one of the most influential voices on the future of retail and service environments, with his highly cited body of work attracting tens of thousands of scholarly references. His landmark 2019 paper on AI and marketing (2,300 citations) established a foundational framework for understanding how intelligent technologies will reshape both strategy and consumer decision-making. Equally influential is his pioneering research on service robots — from his prescient 2016 "Domo Arigato Mr. Roboto" piece (1,237 citations) to his work on humanoid robots and compensatory consumer responses (1,098 citations) — which anticipated seismic shifts in frontline service delivery. His 2017 "Future of Retailing" piece (1,037 citations) further cemented his reputation as a forward-thinking retail theorist. Grewal's more recent explorations of human enhancement technologies, cobotic healthcare teams, and in-store AI demonstrate a sustained commitment to understanding how technology reshapes human experiences — making his scholarship essential reading for anyone navigating the rapidly evolving retail and service landscape.
Research Focus
Key Achievements
Top Papers
- 1How artificial intelligence will change the future of marketing2,300 citations · 2019
- 2Domo Arigato Mr. Roboto1,237 citations · 2016
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- 4The Future of Retailing1,037 citations · 2017
- 5Retail Branding and Customer Loyalty: an overview188 citations · 2004
- 6The Evolution and Future of Retailing and Retailing Education183 citations · 2018
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- 9Retailing and emergent technologies86 citations · 2021
- 10