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Niket Jindal - Indiana University, Kelley School of Business. Bloomington, IN, US

Niket Jindal Niket Jindal

Assistant Professor of Marketing | Indiana University, Kelley School of Business

Bloomington, IN, UNITED STATES

Niket Jindal is an expert in marketing strategy, marketing-finance, B2B marketing, advertising and bankruptcy.

Secondary Titles (1)

  • 3M Faculty Fellow





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Niket Jindal




Niket Jindal is an Assistant Professor of Marketing and 3M Faculty Fellow at the Kelley School of Business at Indiana University. He is an expert in marketing strategy, marketing-finance, B2B marketing, advertising and bankruptcy.

Industry Expertise (1)


Areas of Expertise (6)




Marketing Strategy

B2b Marketing

Research & Development

Accomplishments (5)

3M Non-Tenured Faculty Award


Kelley School of Business Trustee Teaching Award Nominee, Indiana University


Mathew Joseph Emerging Scholar Award, American Marketing Association


Alden G. Clayton Doctoral Dissertation Proposal Award Honorable Mention, Marketing Science Institute


Doctoral Dissertation Award Finalist, Institute for the Study of Business Markets


Education (4)

The University of Texas at Austin: Ph.D., Marketing 2015

Northwestern University,: M.B.A., Kellogg School of Management 2003

Columbia University: M.S., Electrical Engineering 2000

University of Illinois at Urbana-Champaign: B.S., Electrical Engineering 1996

Media Appearances (1)

Brands, patents can protect firms from bankruptcy

PHYS ORG  online


The study, The Impacts of Advertising Assets and R&D Assets on Reducing Bankruptcy Risk by Niket Jindal of Indiana University's Kelley School of Business and Leigh McAlister of the University of Texas's McCombs School of Business, is based on data from more than 1,000 firms covering three decades. "While it is widely recognized that intangible assets, such as brands and patents, contribute to a firm's stock price, until now there has been limited research on whether and how these same intangible assets protect firms from bankruptcy," says Jindal...

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Articles (3)

Advertising Effectiveness: The Moderating Effect of Firm Strategy

Journal of Marketing Research

2016 Advertising’s influence on firm sales and firm value has drawn early attention from economists and accountants and more recent attention from marketers. Most studies that have investigated a link between advertising and sales have found such a link. However, studies that have investigated a link between advertising and firm value have only sometimes found that link. Meta-analysis has failed to determine moderators that govern the link between advertising and firm value. In this article, the authors hypothesize that advertising influences firm value for a differentiator because advertising can elaborate the firm’s point of difference into brand equity, thereby building firm value. Advertising cannot build brand equity for a cost leader because such a firm has no point of difference on which to build. Identifying differentiators and cost leaders on the basis of firms’ reactions to a change in accounting regulations, the authors confirm hypotheses: advertising is related to sales for all firms, but it is more strongly related to firm value for differentiators than for cost leaders. Beyond explaining differences in advertising effectiveness, this study’s indicator of differentiation versus cost leadership should enhance future analyses of marketing’s effect on firm-level outcomes using archival financial data.

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Assessing Performance Outcomes in Marketing

Journal of Marketing

2016 Research in marketing has increasingly focused on building knowledge about how firms’ marketing contributes to performance outcomes. A key precursor to accurately diagnosing the value firms’ marketing creates is conceptualizing and operationalizing appropriate ways to assess performance outcomes. Yet, to date, there has been little conceptual development and no systematic examination of how researchers in marketing should conceptualize and measure the performance outcomes associated with firms’ marketing. The authors develop a theory-based performance evaluation framework and examine the assessment of such performance outcomes in 998 empirical studies published in the top 15 marketing journals from 1981 through 2014. The results reveal a large number of different performance outcome measures used in prior empirical research that may be only weakly related to one another, making it difficult to synthesize findings across studies. In addition, the authors identify significant problems in how performance outcomes in marketing are commonly conceptualized and operationalized. They also reveal several theoretically and managerially important performance areas in which empirical knowledge of marketing’s impact is limited or absent. Finally, they examine the implications of the results, provide actionable guidelines for researchers, and suggest a road map for systematically improving research practice in the future.

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The Impacts of Advertising Assets and R&D Assets on Reducing Bankruptcy Risk

Marketing Science

2015 Research has shown that advertising assets and R&D (research and development) assets increase shareholder value. Although one might conclude that their impacts on bankruptcy risk are merely the inverse of their impacts on shareholder value, we argue otherwise and show that the differences hinge on the fact that shareholder value is a function of expected cash flows from all future periods, whereas bankruptcy risk is a function of expected cash flow from only the next period. We show that current market turbulence moderates the impacts of advertising assets and R&D assets on expected cash flow from the next period but not on expected cash flows from more distant future periods. Therefore, market turbulence moderates the impacts of advertising assets and R&D assets on bankruptcy risk but not shareholder value. Market stability increases the impact of advertising assets on reducing bankruptcy risk, whereas market turbulence increases the impact of R&D assets on reducing bankruptcy risk. Using a data set of more than 1,000 firms covering three decades, we find support for our hypotheses. Out-of-sample validation indicates that bankruptcy prediction performance improves when including marketing variables in addition to the usual financial predictors.

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