S K Pandey Indian Institute of Management Rohtak, IndiaShivendra Kumar Pandey is presently working as an Assistant Professor in the area of marketing at Indian Institute of Management (IIM) Rohtak, Haryana, India. In addition, he is serving as the Chairperson Executive Education and Dean Academic. He earned his Ph.D. from Institute of Business Management, Kanpur University. He has over fifteen years of teaching experience at reputed business schools. He teaches advanced marketing research, marketing analytics, advertising and sales promotion, B2B marketing apart from core courses such as marketing research. Dr. Pandey’s research interests lie in the sunk cost theory, payment depreciation and reinforcement theory. He has published a number of research papers in journals of international repute and is also on the reviewer panel of various peer-reviewed international journals. He contributes and presents papers in various international conferences on a regular basis. He was awarded the outstanding paper award at the Marketing Management Association Conference 2010 in Chicago, USA. He has also published a number of cases with IIM Rohtak case repository.