Kushagra’s research interests lie at the intersection of marketing and organization studies. Key research projects include building a sociological understanding of service work, understanding how consumers navigate vulnerability, and recently, how they navigate ‘smart’ technology, and highlighting how the creator economy reconfigures legacy markets. He is primarily a qualitative/interpretive researcher. His work has been published in journals such as the Journal of Consumer Research, Organization Studies and the Journal of Business Ethics.
He has recently been recognized as Aalto University School of Business’ Researcher of the Year 2023-24. He has been invited to be a member of the editorial review board of Journal of Consumer Research in 2025. His recent project which focuses on the internet of things, self tracking and well-being which has been awarded a research grant from the Foundation for Economic Education (Liikesivistysrahasto, LSR).
Kushagra has extensive teaching experience at undergraduate, graduate and executive levels. He teaches qualitative research methods, customer experience marketing and management analytics, consumer research, consumer culture and branding. His teaching and research experience spans Europe and Asia, including Executive MBA teaching engagements in Korea and Taiwan, as well as visiting scholar positions at renowned business schools in France, Singapore, and Korea.
Along with his teaching duties, he also serves as the Deputy HOD for the Department of Marketing.
Before entering academia, Kushagra has worked over 10 years as a brand strategist and consultant, leveraging cultural studies and cultural branding approaches to solve marketing challenges.
