About

Tridas Mukhopadhyay is a Deloitte Consulting Professor of e-Business and a Professor of Business Technologies at the Tepper School of Business. His academic role involves teaching and research in the areas of e-Business and business technologies, contributing to the school's focus on integrating technology with business strategy. His work supports the Tepper School's strategic vision of leading at the intersection of business, technology, and analytics, aligning with the school's broader initiatives in artificial intelligence, economic prosperity, and entrepreneurial pursuits.

Research topics

• Computer Science
• Engineering
• Advertising
• Business

Selected publications

• Is Fair Advertising Good for Platforms?

  Marketing Science · 2025-11-12

  articleSenior author

  The paper analyzes various fairness policies for ensuring fairness in ad-auctions.

  PublisherDOI

• Is Fair Advertising Good for Platforms?

  SSRN Electronic Journal · 2023-01-01

  articleOpen accessSenior author
  PublisherDOI

• CRITICAL VALUE NOTIFICATION PROCESS IN THE HEMATOLOGY LABORATORY OF A TRAUMA CARE SET UP

  International Journal of Medical Laboratory Research · 2021-01-01 · 1 citations

  articleOpen access1st authorCorresponding

  In order to improve the critical value notification (CVN) in our hematology laboratory of a busy trauma care set up, the study was planned with an aim of evaluating and improving the critical value notification process using the principles of Quality Improvement. Settings and Design: The pretest/post-test intervention study was conducted in the hematology laboratory of a trauma care set up over three months by undertaking three Plan-Do-Check-Act (PDCA) cycles. Materials and Methods: In the preintervention phase, process mapping and fish bone analysis were done to identify barriers for CVN. Barrier specific solutions were proposed, discussed and implemented. CVN rate was calculated in all phases and process improvement was measured. For the perspective of the medical technologists, a feedback form was circulated. SQUIRE guidelines were followed to write the manuscript. Statistical analysis: Descriptive data in frequency and percentages. Results: QI team achieved the goal within the time frame successfully. Rate of critical value notification improved from 2.8% in the pre-intervention phase to 68.1% in the post-intervention phase. CVN rates were highest for ICU and emergency area. Abnormal platelet count was the most commonly ( 42%) notified parameter. Busy telephone line was the most prominent barrier for CVN in our set up. All the medical technologists unanimously believed that CVN is a good laboratory practice, and they and their colleagues give due importance to it. Conclusions: The principles of quality improvement proved effective to improve critical value notification in a highly demanding trauma care set up. It can be further boosted with administrative and clinician support.

  PublisherDOI

• Demand Interactions in Sharing Economies: Evidence from a Natural Experiment Involving Airbnb and Uber/Lyft

  Journal of Marketing Research · 2021 · 31 citations

  Senior authorCorresponding
  • Computer Science
  • Business
  • Advertising

  The authors examine whether and how ride-sharing services influence the demand for home-sharing services. Their identification strategy hinges on a natural experiment in which Uber/Lyft exited Austin, Texas, in May 2016 due to local regulation. Using a 12-month longitudinal data set of 11,536 Airbnb properties, they find that Uber/Lyft's exit led to a 14% decrease in Airbnb occupancy in Austin. In response, hosts decreased the nightly rate by $9.30 and the supply by 4.5%. The authors argue that when Uber/Lyft exited Austin, the transportation costs for most Airbnb guests increased significantly because most Airbnb properties (unlike hotels) have poor access to public transportation. The authors report three key findings: First, demand became less geographically dispersed, falling (increasing) for Airbnb properties with poor (excellent) access to public transportation. Second, demand decreased significantly for low-end properties, whose guests may be more price sensitive, but not for high-end properties. Third, the occupancy of Austin hotels increased after Uber/Lyft's exit; the increase occurred primarily among low-end hotels, which can substitute for low-end Airbnb properties. The results indicate that access to affordable, convenient transportation is critical for the success of home-sharing services in residential areas. Regulations that negatively affect ride-sharing services may also negatively affect the demand for home-sharing services.

  PublisherDOI

• Is Fair Advertising Good for Platforms?

  SSRN Electronic Journal · 2021-01-01

  articleOpen accessSenior author
  PublisherDOI

• Selling Virtual Currency in Digital Games: Implications for Gameplay and Social Welfare

  Information Systems Research · 2019-06-01 · 79 citations

  article

  The sale of virtual currency has become an important revenue source in the digital gaming industry. This paper analyzes the impact of this business model on players’ gaming behavior, the game provider’s strategies for virtual currency price and ad level, and social welfare. Our findings have important managerial implications for the gaming industry and policy makers. We find that when the enabling-power rate of virtual currency (i.e., how much players benefit from enhanced gameplay due to virtual currency generated per unit of playing time) is stronger, players have lower incentive to purchase virtual currency. Therefore, the provider should set a lower price to avoid losing too much demand. In the meantime, the marginal benefit of playing the game increases, and thus the provider should set a higher ad level to take advantage of this boosted marginal benefit for players when the base valuation of gameplay is sufficiently low. Finally, we demonstrate that offering in-game purchases of virtual currency as a new business model benefits society as a whole. Our findings suggest that regulators of the gaming industry should be less concerned about the risk of excessive gameplay for games that sell virtual currency compared with those that do not.

  PublisherDOI

• Can Outsourcing of Information Technology Foster Innovations in Client Organizations? An Empirical Analysis1

  MIS Quarterly · 2019-09-01 · 19 citations

  articleSenior author

  There is a substantial body of literature on information technology (IT) outsourcing. However, little is known about employing IT outsourcing to generate innovation. In this paper, we articulate the ex ante as well as ex post contracting challenges that could preclude firms from realizing such business value through outsourcing. We develop and test a model linking innovation in IT outsourcing (process innovation and service innovation) to two complementary solutions to the contractual problems: credible commitments and contingent control rights. Alternative empirical estimation approaches support the basic thesis that contractual solutions are complementary in their association with enhanced innovation performance. Our study suggests that portfolios of complementary contractual provisions need to simultaneously address ex ante and ex post hazards through contract design in the outsourcing of innovative tasks. Theoretical and practical implications are explicated.

  PublisherDOI

• Examining the Personalization-Privacy Tradeoff – an Empirical Investigation with Email Advertisements

  Figshare · 2018-06-30 · 8 citations

  articleOpen access

  Dale Carnegie once said that the sound of one’s name is the sweetest for any person. Much internet personalization acts on this mantra by trying to create an online environment where customers are greeted by name and are recommended products based on their preferences. However, no clear empirical evidence exists as to whether consumers desire personalization or whether privacy concerns override the benefits of personalization. Using theories from psychology and consumer behavior, we address this dilemma by developing hypotheses related to how consumers respond to a firm’s collection and use of information for personalization. To test these hypotheses, we propose a multi-stage ordered probit model using a hierarchical Bayesian framework to account for consumer heterogeneity via individual level parameter estimates. The data for this research comes from a website which captured information on actual consumer responses to ten million email advertisements sent to 600,000 customers over a nine month period. We examine the impact of different types of personalization as well as measure consumer response at multiple levels. We also control for consumer and promotion specific characteristics in our model. Our results not only indicate the economic benefits of personalization but also highlight consumers’ privacy concerns. The main results are as follows: first, emails personalized only on the basis of consumers’ product preferences get a more favorable response from consumers than those with no personalization. Second, we show that more than 85% consumers react negatively to personalized greetings in an email, suggesting that consumers are likely to perceive a violation in privacy if they see their name in an email advertisement. Third, we show that consumer response is mixed if both personalized greetings and product-based personalization are used in an email. While most consumers react negatively if both personalized greetings and product-based personalization are used in an email, consumers who buy more often from a firm prefer emails where personalized greetings are accompanied by reliable product recommendations. This suggests that familiarity with a website mitigates customers’ privacy concerns. Overall, we show that customers differ significantly in their preference for different types of personalization and that ‘personalized’ personalization (where different customers receive different levels of personalization) is more effective than all-inclusive personalization (in which each advertisement is personalized at multiple levels).

  OA PDFDOI

• Software Security and Liability

  Figshare · 2018-06-30

  articleOpen accessSenior author

  The abundance of flawed software has been identified as the main cause of the poor security of computer networks since major viruses and worms have been exploiting the vulnerabilities of such software. As an incentive mechanism for software security quality improvement, software liability has been intensely discussed among computer scientists, jurists, and policy makers for a long time. In this paper, we examine how the liability mechanism affects a monopolistic software vendor’s decision on security quality and market coverage. We then analyze the welfare implications of the liability mechanism. We find that high marginal willingness to pay for the software leads to full market coverage without liability. When liability is imposed, full market coverage obtains only if the expected loss is bounded. We also find that security quality is underprovided without liability while socially optimal level is offered with liability. Interestingly, our results indicate that imposing liability may discourage the monopolist from improving security while it leads to higher consumer surplus. When the marginal willingness to pay is relatively low, the liability mechanism brings higher social surplus. In the presence of information asymmetry between the vendor and the customers, the liability mechanism yields higher security quality and higher consumer surplus.

  OA PDFDOI

• Software Licensing: Pay-Per-Use versus Perpetual

  Figshare · 2018-06-30 · 16 citations

  articleOpen accessSenior author

  Piracy has been a major problem for perpetually licensed software. Usage-based licensing architecture such as pay-per-use or software-as-a-service can offer technology-based protection against piracy. We provide an analytical framework to examine the economic implications of pay-per-use versus perpetual licensing in a market with potential piracy, network effect, and heterogeneous consumers in terms of marginal usage benefit and acquisition costs for pirated software. We show that the potential piracy rate, the user inconvenience cost of pay-per-use licensing, consumer heterogeneity, and the network strength are important factors determining a vendor’s optimal choice of licensing architecture. While perpetual licensing tends to be optimal when consumers have homogeneous valuations, pay-per-use is more profitable than perpetual licensing or mixed licensing in markets with heterogeneous consumers and low user inconvenience costs. If the inconvenience cost is low enough, pay-per-use will be more profitable than perpetual licensing even if the market has no potential piracy. The presence of network effect also favors pay-per-use over perpetual licensing; if the network effect is strong, pay-per-use will always dominate perpetual licensing regardless of the inconvenience cost or the potential piracy. With more heterogeneous consumers, higher potential piracy, lower inconvenience costs, and stronger network effects, pay-per-use licensing yields not only higher vendor profits but also a higher social surplus than perpetual licensing. Important managerial implications are also discussed.

  PublisherOA PDFDOI

Frequent coauthors

• Amir Yaron

  University of Pennsylvania

  29 shared

• Eduardo Jallath-Coria

  28 shared

• Charles H. Kriebel

  23 shared

• Uday Rajan

  University of Michigan–Ann Arbor

  17 shared

• Mayuram S. Krishnan

  15 shared

• Rahul Telang

  13 shared

• Param Vir Singh

  Film Independent

  12 shared

• Sunder Kekre

  11 shared