Dr. Neha Gupta is working as an Assistant Professor at Amity School of Business, Amity University Uttar Pradesh, Noida. She obtained her Ph.D. from the Department of Statistics & Operations Research, Aligarh Muslim University, Aligarh. She is a Gold Medallist in M.Sc. (Operations Research). Her broad research interests include Optimization Modelling and Decision Sciences. She is a lifetime member of the Operational Research Society of India. She has more than 35 publications in journals of ABS, ABDC, SCIE, Scopus, and WoS indexing. She has recently authored two books and edited two books for the publishers like Taylor and Francis and Springer Nature. She has recently edited two special issues for the Journal of Pricing and Revenue Management, Springer, and Transnational Marketing Journal.