Vivek H. Patil, Ph.D.

Director of Graduate Business Programs and Professor of Marketing

Vivek H. Patil, Ph.D., is the Director of Graduate Business Programs and Professor of Marketing at Gonzaga Â鶹¹ÙÍø. He also serves as a Research Fellow with the Â鶹¹ÙÍø’s Opportunity Northeast initiative. Previously, he was Special Faculty,...

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Professor of Marketing, Dr. Vivek Patil

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Education & Curriculum Vitae

Ph.D. in Business (Marketing), Â鶹¹ÙÍø of Kansas, Lawrence, 2006

M.Eng. in Software Systems, Birla Institute of Technology and Science, Pilani, India, 2000

M.S. in Management Studies, Birla Institute of Technology and Science, Pilani, India, 1997

Vivek H. Patil, Ph.D., is the Director of Graduate Business Programs and Professor of Marketing at Gonzaga Â鶹¹ÙÍø. He also serves as a Research Fellow with the Â鶹¹ÙÍø’s Opportunity Northeast initiative. Previously, he was Special Faculty, Jesuit Partnership, at the Heider College of Business, Creighton Â鶹¹ÙÍø, where he taught Applied Marketing Research to DBA students for three years.

Dr. Patil’s academic work combines expertise in measurement theory and statistics with frameworks from economics, social psychology, and cognitive psychology to examine human behavior across diverse domains. He has authored over 30 peer-reviewed articles in journals spanning marketing, healthcare, economics, and software engineering. His publications appear in PLOS ONE, Scientometrics, Journal of Marketing Analytics, American Journal of Health Promotion, Journal of Business Research, Managerial and Decision Economics, and IBM developerWorks, among others.

With over two decades of teaching experience in the U.S. and India, Dr. Patil has taught undergraduate and graduate courses in marketing, data analysis, and research methods. His current teaching includes the core graduate Marketing course, Data Visualization and Analytics, and Survey Design. He serves on the Advisory Board of Gonzaga’s Institute for Climate, Water, and the Environment, the Board of Trustees of Vanessa Behan, and the Board of the Colleagues in Jesuit Business Education.

Patil, Vivek H. (2025, forthcoming), " The Journal of Jesuit Business Education: An Analysis of Collaboration Networks," Journal of Jesuit Business Education.

Valluri, Chandrasekhar, Vivek H. Patil, and Nicholas J. Santos (2025, forthcoming), "Beyond the Algorithm: Ethical Frameworks for Responsible Lending.” Journal of Jesuit Business Education.

Joanis, Steven T. and Vivek H. Patil (2022), "First-Author Gender Differentials in Business Journal Publishing: Top Journals Versus the Rest," Scientometrics.

Patil Vivek H. and Frederick H. Franken (2021), “Visualization of Statistically Significant Correlation Coefficients from a Correlation Matrix: A Call for a Change in Practice.” Journal of Marketing Analytics, 9 (4), 286-297.

Valluri, Chandrasekhar, Sudhakar Raju, and Vivek H. Patil (2022), “Customer Determinants of Used Auto Loan Churn: Comparing Predictive Performance Using Machine Learning Techniques” Journal of Marketing Analytics, 10, 279-296

Joanis, Steven T. and Vivek H. Patil (2021), “Alphabetical ordering of author surnames in academic publishing: a detriment to teamwork,” PLOS ONE, 16(5): e0251176.

Chuang, Ta-Tao, Kazuo Nakatani, and Vivek H. Patil (2020),“A Concentric Framework for Leveraging Big Data for Business Value,” International Journal of Big Data Management, 1 (2), 166-180.

Loroz, Peggy Sue. and Vivek H. Patil (2019), “Mission-related outcomes assessment at a Jesuit Catholic university,” Journal of Jesuit Business Education, 10 (July),114-139.

Patil, Vivek H. (2014). Identification of Influential Marketing Scholars and their Institutions Using Social Network Analysis, Journal of Marketing Analytics, 2 (4), 239-249.

Joseph, Kissan, Ramanathan Subramaniam, and Vivek Patil (2013), “The Impact of Consumption Hassle on Pricing Schedules,” Managerial and Decision Economics, 34 (1), 1-14.

Patil, Vivek H., Matthew Q. McPherson, and Daniel L. Friesner (2010), “The Use of Exploratory Factor Analysis in Public Health: A Note on Parallel Analysis as a Factor Retention Criterion,” American Journal of Health Promotion, 24 (3), 178-181.

Patil, Vivek H., Surendra N. Singh, Sanjay Mishra, and Todd Donovan (2008), “Efficient Theory Development and Factor Retention Criteria: Abandon the ‘Eigenvalue Greater Than One’ Criterion”, Journal of Business Research, 61 (2), 162-170.