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Vivek is an academic researcher. He is currently researching how corporate governance actors (e.g., short sellers who hold a short position, activist institutional investors who hold a long position, and NGOs who hold a nonfinancial stake) shape a firm鈥檚 actions that can affect consumers.

Vivek is an empiricist. He obtains quantitative and experimental data and analyzes them using econometrics and machine learning to test his hypotheses. His research has been published in (among others) Harvard Business Review听(HBR; two articles), the聽Journal of the Academy of Marketing Science聽(JAMS; one article), the聽Journal of Marketing (JM, one article), Manufacturing & Service Operations Management (M&SOM, two articles), and Production and Operations Management聽(POM, four articles).

Vivek teaches in undergraduate, master's, doctoral, and executive education programs. Specifically, he teaches marketing strategy (MRKT 354) in B.Com. program, marketing intelligence (MRKT 658) in the MBA program, advanced marketing analytics (MRKT 671), and pricing analytics (MRKT 673) in residential and online MMA programs. He teaches a Ph.D. seminar (MRKT 710) in marketing strategy. Lastly, he teaches a module on "the language of marketplace and the marketplace of language" in the IMPM (International Masters Program for Managers; ) program.

Vivek also teaches "Data Science in Business" (DSCI-D590) to students in the residential and online MS in Data Science students at Indiana University's Luddy School of Informatics, Computing, and Engineering.

Vivek is an Associate Editor at the Journal of Operations Management, and a member of the editorial board of the Production and Operations Management. He is an "ad hoc" reviewer for the Journal of the Academy of Marketing Science, Journal of Business Ethics,听Human Resource Management Journal, International Journal of Research in Marketing, Journal of Marketing, and Marketing Science.

From July 1, 2018 to May 30, 2023, Vivek was an assistant professor in the department of marketing at Indiana University's Kelley School of Business.

Vivek worked in the technology industry from 2000 to 2012, writing and selling computer code that automated business processes for telecommunications and semiconductor companies, grocery retailers, retail banks, and hospitals in India, the United States, Canada, Singapore, the Middle East, South Asia, and North Africa. In his last job in the technology industry, Vivek led the corporate marketing for a San Francisco-based analytics company.