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Rupali Kaul

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Graduate Student Research Funding | 2019 - 2020 Academic Year

Understanding Role Marketing Analytics And Business Development in Emerging Markets: A Field Experiment with SMEs in Rwanda and Nigeria

This research seeks to address a significant constraint to growth among small firms in emerging markets: lack of internal and external information. Prior literature shows that many entrepreneurs don’t know what to record (business metrics) and, once recorded, they don’t know how to organize the information (analytics) in a way that allows them to make effective, strategic business decisions (internal-information). Further, small firms lack the external information about new markets/opportunities and managerial capital needed for expansions and growth. This work focuses on the impact of providing internal business information and external market information on firm growth and identifying the mechanisms of change.

Rupali Kaul, Graduate School of Business

Rupali Kaul

Rupali Kaul is a PhD student in quantitative marketing. Prior to Stanford, she received her BE in electronics and communication engineering and an MBA. She also gained industry experience by working as a management consultant for a couple of years. Kaul's research focuses on the role of marketing related business information in improving outcomes of small-scale retailers. Noting that the majority of small-scale retail business owners and employees are economically disadvantaged and excluded from formal employment, the insights she develops in her work have clear policy implications for poverty alleviation and firm development.

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