Recent Research

Evaluation of Substantive Issues in Marketing

Zhang, Xi, V. Kumar and Koray Cosguner, “Dynamically Managing a Profitable Email Marketing Program,” forthcoming, Journal of Marketing Research

Shah, Denish, V. Kumar, Kihyun (Hannah) Kim, Jeewon (Brianna) Choi, “Linking Customer Behaviors to Cash Flow Level & Volatility: Implications for Marketing Practices,” forthcoming, Journal of Marketing Research.

Sundar, Sarang, V. Kumar and Ashley Goreczny, “Why do Salespeople Quit? An Empirical Examination of Own & Peer Effects on Salesperson Turnover Behavior,” forthcoming, Journal of Marketing Research. Kumar, V., Saboo, A., Anindita Chakravarty and Amalesh Sharma, “Influencing Acquisition Performance: Role of Innovation and Relational Overlap,” forthcoming, Journal of Marketing Research.

Kumar, V., Amalesh Sharma, Shaphali Gupta, “Accessing The Influence Of Strategic Marketing Research On Generating Impact: Moderating Roles Of Models, Journals, And Estimation Approaches,” forthcoming, Journal of the Academy of Marketing Science.

Kumar, V., “The Role of University Research Centers in Generating Scholarly Research,” forthcoming, Journal of the Academy of Marketing Science.

Umashankar, Nita, Yashoda Bhagwat, and Kumar, V, “Do Loyal Customers Really Pay More for Services?,” forthcoming, Journal of the Academy of Marketing Science. Anita Pansari and Kumar, V., "Customer Engagement - The Construct, Antecedents and Consequences," forthcoming, Journal of the Academy of Marketing Science.

Kumar, V., Ashley Goreczny and Todd Maurer, “What Drives a Salesperson’s Goal Achievement? An Empirical Examination,” forthcoming, Journal of Business and Industrial Marketing.

Kumar, V., Orhan Dogan and Avfishek Lahiri, “Emerging Customers in the App World through Smart Analytics,” forthcoming, Journal of World Marketing Summit. Saboo, A. V. Kumar, G. Ramani, (2016) “Evaluating the Impact of Social Media Activities on Human Brand Sale,” International Journal of Research in Marketing, Vol. 33 (3), 524-541.

Sundar, Sarang, V. Kumar, and Zhao Yi, (2016) “Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industry, Journal of Marketing Research, Vol. 53 (6), 901-921.

Kumar, V., Kevin Keller, and Kay Lemon (2016), “Mapping the Boundaries of Marketing: What Needs to be Known,” Journal of Marketing, Vol. 80 (6), pp. 1-5.

Kumar, V. (2016), “Is Customer Satisfaction a (Ir)Relevant Metric?,” Journal of Marketing, Vol. 80 (5), pp. 108-109.

Kumar, V. and Werner Reinartz (2016), “Creating and Enduring Customer Value,” Journal of Marketing, Vol. 80 (6), pp. 36-68. Kumar, V. and Anita Pansari (2016), “Competitive Advantage through Engagement,” Journal of Marketing Research, Vol. 53 (4), pp. 497-514.

Kumar, V and Shaphali Gupta (2016), "Conceptualizing the Evolution and Future of Advertising," Journal of Advertising, Vol. 45 (3), pp. 302-317.

Holm, Morten, V. Kumar, Plenborg, Thomas (2016), “An Investigation of Customer Accounting Systems As A Source Of Sustainable Competitive Advantage,” Advances in Accounting, Vol. 32 (March), pp. 18-30.

Kumar, V., Yashoda Bhagwhat, Xi (Alan) Zhang (2016), “Winning Back Lost Customers,” Harvard Business Review, March, pp. 22-23.

Baker, Andrew, Naveen Donthu, and V. Kumar (2016), “Investigating How Word of Mouth Conversations About Brands Influence Purchase and Retransmission Intentions,” Journal of Marketing Research, Vol. 53 (2), pp. 225-239.

Kumar, V. Ashutosh Dixit, Rajshekar (Raj) G. Javalgi, and Mayukh Dass (2016), “Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing,” Journal of the Academy of Marketing Science, Vol. 44 (1), pp. 24-45.

Kumar, V. (2016), “My Reflections on Publishing in Journal of Marketing (Editorial),” Journal of Marketing, Vol 80 (1), pp. 1-6

Kumar, V., and Bharath Rajan (2015),” “Insights for Decision Making in a Global and Digital Marketing Environment,” Journal of World Marketing Summit (Issue dedicated to Phillip Kotler), Vol. 1 (1), pp. 28-37.

Kumar, V., Amalesh Sharma, Naveen Donthu and Carey Rountree (2015), “Implementing Integrated Marketing Science Modeling at a Non-Profit Organization: Balancing Multiple Business Objectives at Georgia Aquarium,” Marketing Science, Vol 34 (6), pp. 804-814. (Finalist for the 2013-14 Gary L. Lilien ISMS- MSI Practice Prize)

Kumar, V., Yashoda Bhagwat, and Xi (Alan) Zhang (2015), “Regaining “Lost” Customers: The Predictive Power of First Lifetime Behavior, the Reason for Defection, and the Nature of the Winback Offer,” Journal of Marketing, Vol 79 (4), pp. 34-55.

Kumar, V. and Anita Pansari (2015), “Measuring the Benefits of Employee Engagement,” MIT Sloan Management Review, Vol. 56 (4), pp. 67-72.

Kumar, V., Amalesh Sharma, Naveen Donthu, and Carey Rountree (2015), “Boosting the Demand in Experience Economy,” Harvard Business Review, Vol. 93(1), pp. 24-26.

Petersen, J. Andrew, and V. Kumar (2015), “Perceived Risk, Product Returns, and Optimal Resource Allocation: Evidence from a Field Experiment,” Journal of Marketing Research, Vol. 52 (2), pp. 268-285.

Shah, Denish, V. Kumar, and Yi Zhao (2015), “Diagnosing the Brand Performance: Accounting for the Dynamic Impact of Product Availability with Aggregate Data,” Journal of Marketing Research, Vol 52 (2), pp. 147-165.

Petersen, J. Andrew, Tarun Kushwaha, and V. Kumar (2015), “Marketing Communication Strategies and Consumer Financial Decision Making: Role of National Culture,” Journal of Marketing, Vol. 79 (1), pp. 44-63.

Kumar, V. (2015), “Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For (Editorial),” Journal of Marketing, Vol. 79 (1), pp. 1-9.

Shah, Denish, V. Kumar, and Kihyun (Hannah) Kim (2014), “Managing Customer Profits: The Power of Habits,” Journal of Marketing Research, Vol. 51 (6), pp. 726- 741.

Kumar, V., Sarang Sunder, and Robert P. Leone (2014), “Measuring and Managing a Salesperson’s Future Value to the Firm,” Journal of Marketing Research, Vol. 51 (5), pp. 591-608.

Kumar, V., Nita Umashankar, Kihyun (Hannah) Kim, and Yashoda Bhagwat (2014), “Assessing the Influence of Economic and Customer Experience Factors on Service Purchase Behaviors,”

Marketing Science, Vol. 33 (5), pp. 693-711.

Kumar, V. (2014), “My Plans for the Journal of Marketing, An Editor-in-Chief’s Perspective (Editorial),” Journal of Marketing, Vol. 78 (4), pp. 1-4.

Kumar, V. and Angeliki Christodoulopoulou (2014), “Sustainability and Branding: An Integrated Perspective,” Industrial Marketing Management, Vol. 43 (1), pp. 6-15.

Kumar, V. and Anita Pansari (2014), “The Construct, Measurement, and Impact of Employee Engagement: a Marketing Perspective,” Customer Needs and Solutions, Vol. 1 (1), pp. 52-67

Jayachandran, Satish, Peter Kaufman, V. Kumar, and Kelly Hewett (2013), “Brand Licensing: What Drives Royalty Rates?,” Journal of Marketing. Vol. 77(5), pp. 108-122.

Bohling, Timothy, V. Kumar, and Riddhi Shah (2013), "Predicting Purchase Timing, Product Choice and Purchase Amount of Firm Adoption of a Radically Innovative Information Technology:  An Analysis of Cloud Computing Services,” Service Science, Vol. 5, 102-123.

Kumar, V., Vikram Bhaskaran, Rohan Mirchandani, and Milap Shah (2013), “Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles & Tangibles for Hokey Pokey,” Marketing Science. Vol. 32(2), pp. 194-212.
(Winner of the 2011-12 Gary L. Lilien ISMS- MSI Practice Prize for outstanding marketing science work that has had significant organizational impact)

Kumar, V., Veena Chattaraman, Carmen Neghina, Bernd Skiera, Lerzan Aksoy, Alexander Buoye, Joerg Henseler (2013), “Data-Driven Services Marketing in a Connected World,” Journal of Service Management, Vol. 24 (3), pp. 330-352.

Gupta, Suraksha, and V. Kumar (2013), “Sustainability as a Corporate Culture of a Brand for Superior Performance,” Journal of World Business, Vol. 8 (3), pp. 311-320.

Kumar, V., A. Petersen and R. P. Leone (2013), “Defining, Measuring and Managing Business Reference Value,” Journal of Marketing, Vol. 77 (1), pp. 68-86.

Shah, Denish and V. Kumar (2012), “The Dark Side of Cross-Selling,” Harvard Business Review, Vol. 90 (12), pp. 21-23.

Kumar, V.  and  Rohan  Mirchandani (2012),  “Increasing  the  ROI  of  Social  Media Marketing,” MIT Sloan Management Review, Vol. 54 (1), pp. 55-61.

Kumar, V. and Bharath Rajan (2012), “The Perils of Social Coupon Campaigns,” MIT Sloan Management Review, Vol. 53 (4), pp. 15-16.

Shah, Denish, V. Kumar, Yingge Qu, and Sylia Chen (2012), “Unprofitable Cross- buying: Evidence from Consumer & Business Markets,” Journal of Marketing, Vol. 76 (3), pp. 78-95.

Kumar, V. and Bharath Rajan (2012), “Social Coupons as a Marketing Strategy: A Multifaceted Perspective,” Journal of the Academy of Marketing Science, Vol. 40 (1), pp. 120-136.

Holm, Morten, V. Kumar, and Carsten Rohde (2012), “Measuring Customer Profitability in Complex Environments: An Interdisciplinary Contingency Framework,” Journal of the Academy of Marketing Science, Vol. 40 (3), pp. 387-401. Online First June 2011 (pp. 1-15).

Rust, Roland T., Rajkumar Venkatesan, and V. Kumar (2011), “Will the Frog Change into a Prince? Predicting Future Customer Profitability,” International Journal of Research in Marketing, Vol. 28 (4), pp. 281-294.
(Finalist for the 2012 Best Paper Award published in the International Journal of Research in Marketing)

Kumar, V. (2011), “Looking Through the Marketing Lens: My Journey So Far…,” Review of Marketing Research, Vol. 8 (1), pp. 121-157.
(Winner of the Outstanding Author Contribution Award recognized by the Emerald Literati Network Awards for Excellence 2012)

Kumar, V., S. Sriram, Anita Man Luo, and Pradeep Chintagunta (2011), “Assessing the Effect of Marketing Investments in a Business Marketing Context,” Marketing Science, Vol. 30 (5), pp. 924-940.

Kumar, V., and Denish Shah (2011), “Can Marketing Lift Stock Prices?” MIT Sloan Management Review, Vol. 52 (4), pp. 24-26.

Kumar, V., Eli Jones, Rajkumar Venkatesan, and R.P. Leone (2011), “Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?” Journal of Marketing, Vol. 75 (1), pp. 16-30.
(Finalist, the 2011 Harold H. Maynard Award for the Best paper Published in the Journal of Marketing)

Kumar, V., and Denish Shah (2010), “Uncovering Implicit Customer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities’ Variable Annuity Sales,” Marketing Science, Vol. 30 (4), pp. 595-603

Lilien, Gary, Douglas Bowman, Min Ding, Rajdeep Grewal, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, and Raji Srinivasan (2010), “Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda,” Marketing Letters, Vol. 21 (3), pp. 287-299.

Kumar, V., Lerzan Aksoy, Bas Donkers, Thorsten Wiesel, Rajkumar Venkatesan and Sebastian Tillmanns (2010), “Undervalued Customers: Capturing Total Customer Engagement Value,” Journal of Service Research, Vol. 13 (3), August, pp. 297-310.

Kumar, V. (2010), “A Customer Lifetime Value-based Approach to Managing Marketing in the Multichannel, Multimedia Retailing Environment” Journal of Interactive Marketing, Vol. 24 (2), pp. 71-85.

Kumar, V., A. Petersen and R. P. Leone (2010), “Driving Profitability by Encouraging Customer Referrals: Who, When and How,” Journal of Marketing, Vol. 74 (5), pp. 1-17.

Petersen, J. Andrew, and V. Kumar (2010), “Can Product Returns Make You Money?” MIT Sloan Management Review, Vol. 51 (3), pp. 85-89.

Kumar, V., and Yashoda Bhagwat (2010), “Listen to Your Customers,” Marketing Research: A Magazine of Management and Applications, Vol. 22 (2), pp. 14-19.

Kumar, V., Rajkumar Venkatesan and Bharath Rajan (2009), “Implementing Profitability through a Customer Lifetime Value Framework,” Marketing Intelligence Review, Vol. 2 (10), pp. 32-43.

Krasnikov, Alexander, Satish Jayachandran and V. Kumar (2009), “The Impact of CRM Implementation on Cost and Profit Efficiencies: Evidence from US Commercial Banking Industry,” Journal of Marketing, Vol. 73 (6), pp. 61-76.

Kumar, V., and Denish Shah (2009), “Expanding the Role of Marketing: From Customer Equity to Market Capitalization,” Journal of Marketing, Vol. 73 (6), pp. 119-136.
(Winner of the 2009 MSI/ H. Paul Root Award for the Best paper Published in the Journal of Marketing)

Kumar, V., and Bharath Rajan (2009), “Nurturing the Right (Profitable) Customers,” Strategic Finance, Vol. 91 (3), pp. 27-33.

Petersen, J. Andrew, and V. Kumar (2009), “Are Product Returns a Necessary Evil? Antecedents and Consequences,” Journal of Marketing, Vol. 73 (3), pp. 35-51.
(Winner of the 2010 Donald R. Lehmann Award for the Best dissertation-based article published in the Journal of Marketing or Journal of Marketing Research)
(Finalist, the 2009 MSI/ H. Paul Root Award for the Best paper Published in the Journal of Marketing)

(Finalist, the 2009 Harold H. Maynard Award for the Best paper Published in the Journal of Marketing)

Kumar, V., Ilaria Dalla Pozza, J. Andrew Petersen, and Denish Shah (2009), “Reversing the Logic: The Path to Profitability,” Journal of Interactive Marketing, Vol. 23 (2), pp. 147-156.

Kumar, V., Jia Fan, Rohit Gulati, and P. Venkat (2009), “Marketing-Mix Recommendation to Manage Value Growth at P&G Asia Pacific,” Marketing Science, Vol. 28 (4), pp. 644-655.

Kumar, V., and Bharath Rajan (2009), “Profitable Customer Management: Measuring and Maximizing Customer Lifetime Value,” Management Accounting Quarterly, Vol. 10 (3), pp. 1-18.

Arora, Neeraj, Anindya Ghose, James D. Hess, Raghuram Iyengar, Bing Jing, Yogesh Joshi, V. Kumar, Nicholas Lurie, Scott Neslin, S. Sajeesh, Meng Su, Niladri Syam, Jacquelyn Thomas, and Z. John Zhang (2008), “Putting One-to-One Marketing to Work: Personalization, Customization and Choice,” Marketing Letters, Vol. 19 (3), pp. 305-321.

Kumar, V., Rajkumar Venkatesan, and Werner Reinartz (2008), “Performance Implications of Adopting a Customer-Focused Sales Campaign,” Journal of Marketing, Vol. 72 (5), pp. 50-68.

Kumar, V., and Denish Shah (2008), “Research before you Leap: Does Cross- Sell Always Lead to Higher Profits?” Marketing Research: A Magazine of Management and Applications, Vol. 20 (3), pp. 26-32.

Kumar, V., Rajkumar Venkatesan, Timothy R. Bohling and Denise Beckmann (2008), “The Power of CLV: Managing Customer Lifetime Value at IBM,” Marketing Science, Vol. 27 (4), pp. 585-599.

Kumar, V., and Anita (Man) Luo (2008), “Integrating Purchase Timing, Choice and Quantity Decisions Models: A Review of Model Specifications, Estimations and Applications,” Review of Marketing Research, Vol. 4 (1), pp. 63-91.

Ramani, Girish and V. Kumar (2008), “Interaction Orientation & Firm Performance,” Journal of Marketing, Vol. 72 (1), pp. 27-45.
(Finalist for the 2008 Harold H. Maynard Award for the Best Paper Published in the Journal of Marketing)

Kumar, V. (2007), “Customer Lifetime Value: The Path to Profitability,” Foundations and Trends in Marketing, Vol. 2 (1), pp. 1-95.

Venkatesan, Rajkumar, V. Kumar and Timothy R. Bohling (2007), “Optimal CRM using Bayesian Decision Theory: An application for Customer Selection,” Journal of Marketing Research, Vol. 44 (4), pp. 579-594.

Kumar, V., J. Andrew Petersen and Robert P. Leone (2007), “How Valuable is the Word of Mouth?” Harvard Business Review, Vol. 85 (10), pp. 139-146.

Venkatesan, Rajkumar, V. Kumar and Nalini Ravishankar (2007), “Multi-Channel Shopping: Causes and Consequences,” Journal of Marketing, Vol. 71 (2), pp. 114-132.

Kumar, V. and Morris George (2007), “Measuring and Maximizing Customer Equity: A Critical Analysis,” Journal of the Academy of Marketing Science, Vol. 35 (2), pp. 157-171.
(Winner of the 2007 Sheth Foundation Award for the Best Paper Published in Journal of the Academy of Marketing Science)

V. Kumar (2006), “Profitable Relationships,” Marketing Research: A Magazine of Management and Applications, Vol. 18 (3), pp. 41-46.

Kumar, V. (2006), “Customer Lifetime Value: A Databased Approach,” Journal of Relationship Marketing, Vol. 5(2/3), pp. 7-35.
(Special Issue on CRM -- Other contributors include Donald R. Lehmann, Sunil Gupta, Kay Lemon and Tim Keiningham)

V. Kumar, Katherine N. Lemon and A. Parasuraman (2006), “Managing Customers for Value: An Overview and Research Agenda,” Journal of Service Research, Vol. 9 (2), pp. 87-94.

Gupta, Sunil, Dominique Hanssens, Bruce Hardie, William Kahn, V. Kumar, Nathaniel Lin, Nalini Ravishanker and S. Sriram (2006), “Modeling Customer Lifetime Value,” Journal of Service Research, Vol. 9 (2), pp. 139-155.

Kumar, V., Rajkumar Venkatesan and Werner Reinartz (2006), “Knowing What to Sell, When to Whom,” Harvard Business Review, Vol. 84 (3), pp. 131-137.

Kumar, V. and J. Andrew Petersen (2005), “Using a Customer Level Marketing Strategy to Enhance Firm Performance,” Journal of the Academy of Marketing Science, Vol. 33 (4), pp. 505-519.

Kumar, V. and Rajkumar Venkatesan (2005), “Who are the Multichannel Shoppers and How do they Perform?: Correlates of Multichannel Shopping Behavior,” Journal of Interactive Marketing, Vol. 19 (2), pp. 44-62.
(“Runner-Up” Award for the Best Paper Published in 2005 in the Journal of Interactive Marketing).

Reinartz, Werner, Jacquelyn Thomas and V. Kumar (2005), “Balancing Acquisition and Retention Resources to Maximize Customer Profitability,” Journal of Marketing, Vol. 69 (1), pp. 63-79.
(Winner of the MSI/H. Paul Root Award for the Paper Published in Journal of Marketing in 2005 that best contributes to the practice of marketing).

Venkatesan, Rajkumar and V. Kumar (2004), “A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy,” Journal of Marketing, Vol. 68 (4), pp. 106-125.
(Winner of the Donald R. Lehmann Award for the best Paper published in Journal of Marketing/ Journal of Marketing Research in a 2-year period (2003-2004), May 2005).

Rust, Roland, Tim Ambler, Gregory S. Carpenter, V. Kumar and Rajendra K. Srivastava (2004), “Measuring Marketing Productivity:  Current Knowledge and Future Directions,” Journal of Marketing, Vol. 68 (4), pp. 76-89.

Kumar, V. and J. Andrew Petersen (2004), “Maximizing ROI or Profitability: Is One Better than the Other,” Marketing Research: A Magazine of Management and Applications, Vol. 16 (3), pp. 28-34.

Kumar, V., Girish Ramani and Timothy R. Bohling (2004), “Customer Lifetime Value Approaches and Best Practice Applications.” Journal of Interactive Marketing, Vol. 18 (3), pp. 60-72.

Thomas, Jacquelyn, Werner Reinartz and V. Kumar (2004), “Getting the Most out of All Your Customers,” Harvard Business Review Vol. 82 (7), pp. 116-123.

Kumar, V. (2004), “Leveraging Superior Marketing Tools to Maximize Profits,” Strategic Marketing, Vol. 3 (2), pp. 18-23.

Kumar, V. and Girish Ramani (2004), “Taking Customer Lifetime Value Analysis to the Next Level,” Journal of Integrated Marketing Communications (formerly Journal of Integrated Communications), Vol. 4 (1), pp. 27-33.

Kumar, V., Timothy R. Bohling and Rajendra N. Ladda (2003), “Antecedents and Consequences of Relationship Intention: Implications for Transaction and Relationship Marketing,” Industrial Marketing Management, Vol. 32 (8), pp. 667-676.

Reinartz, Werner and V. Kumar (2003), “The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration,” Journal of Marketing, Vol. 67 (1), pp. 77-99.
(Winner of the MSI/H. Paul Root Award for the Paper Published in Journal of Marketing in 2003 that best contributes to the practice of marketing).

Reinartz, Werner and V. Kumar (2002), “The Mismanagement of Customer Loyalty,” Harvard Business Review, Vol. 80 (7), pp. 86-97.

Fildes, Robert and V. Kumar (2002), “Telecommunications Demand Forecasting - A Review,” International Journal of Forecasting, Vol. 18 (4), pp. 489-522.

Berger, Paul D., Ruth N. Bolton, Douglas Bowman, Elten Briggs, V. Kumar, A. Parsuraman and Creed Terry (2002), “Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management,” Journal of Service Research, Vol. 5 (1), pp. 39-54.

Kumar, V., and Timothy R. Bohling (2002), “Six Steps to Better Decision Models,” Marketing Research: A Magazine of Management and Applications, Vol. 14 (2), pp. 8-12.

Kumar, V., Sridhar N. Ramaswami and Rajendra K. Srivastava (2000), “A Model to Explain Shareholder Returns:  Marketing Implications” Journal of Business Research, Vol. 50 (2), pp. 157-168.

Reinartz, Werner and V. Kumar (2000), “On the Profitability of LongLife Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing,” Journal of Marketing, Vol. 64 (4), pp. 17-35.
(Winner of the Donald R. Lehmann Award for the best Paper published in Journal of Marketing/ Journal of Marketing Research in a 2-year period (1999-2000), August 2001).

Krishnan, Trichy V., Frank M. Bass and V. Kumar (2000), “Impact of a Late Entrant on the Diffusion of a New Product / Service,” Journal of Marketing Research, Vol. 37, (2), pp. 269-278.

Kumar, V. and Jaishankar Ganesh (1995), “The State-of-the-Art in Brand Equity Research:  What is Known and What Needs to be Known,” Australasian Journal of Market Research, Vol. 3 (1), pp. 3-22.

Kumar, V. and Velavan Subramaniam (1995), “Customer's Role in Continuous Quality Improvement Process,” Australasian Journal of Market Research, Vol. 3 (2), pp. 3-14.

Kumar, V. and Gary J. Gaeth (1991), “Attribute Order and Product Familiarity Effects in Decision Tasks Using Conjoint Analysis,” International Journal of Research in Marketing, Vol. 8, (2), pp. 113-124.

Balasubramanian, Siva K. and V. Kumar (1990), “Analyzing s in Advertising and Promotional Expenditures:  Key Correlates in Consumer, Industrial and Service Markets,” Special Report # 90-109.

Retailing/Marketing Communication/Scanner Data

Kumar, V., Ankit Anand and Hyunseok Song, “Future of Retailer Profitability: An Organizing Framework,” forthcoming, Journal of Retailing. Saboo, A., V. Kumar, Insu Park, (2016) “Using Big Data to Model Time-Varying Effect for Marketing Resources (Re)allocation,” Management Information Systems Quarterly, Vol. 40 (4).

Kumar, V., Sarang Sunder, and Amalesh Sharma (2015), “Leveraging Distribution to Maximize Firm Performance in Emerging Markets,” Journal of Retailing, Vol. 91 (4), pp. 627-643.

George, Morris, V. Kumar, and Dhruv Grewal (2013), “Maximizing Profits for a MultiCategory Catalog Retailer,” Journal of Retailing, Vol. 89 (4), pp. 374-396.

Kumar, V., Ilaria Dalla Pozza and Jaishankar Ganesh (2013), “Revisiting the Satisfaction-Loyalty Relationships: Empirical Generalizations and Directions for Future Research,” Journal of Retailing, Vol. 89 (3), pp. 246-262.

Pancras, Joseph, S. Sriram, and V. Kumar (2012), “Empirical Investigation of Retail Expansion and Cannibalization in a Dynamic Environment,” Management Science, Vol. 58 (11), pp. 2001-2018.

Pillai, Kishore Gopalakrishna, and V. Kumar (2012), “Differential Effects of Value Consciousness and Coupon Proneness on Consumers’ Persuasion Knowledge of Pricing Tactics,” Journal of Retailing, Vol. 88 (1), pp. 20-33.

Dellaert, Benedict, Manfred Krafft, V. Kumar, Mimi Irwin, Werner Reinartz, and Rajan Varadarajan (2011), “Retailing Innovations in a Globalizing Retail Market Environment,” Journal of Retailing, Vol. 87 (1), pp. S53-S66.

Grewal,  Dhruv,  Michael  Levy,  and  V.  Kumar (2009), “Customer Experience Management in Retailing: An Organizing Framework,” Journal of Retailing, Vol. 85 (1), pp. 1-14.

Petersen, J. Andrew, Leigh McAlister, David J. Reibstein, Russell S. Winer, V. Kumar and Geoff Atkinson (2009), “Choosing the Right Metrics to Maximize Profitability and Shareholder Value,” Journal of Retailing, Vol. 85 (1), pp. 95-111.

Kumar, V., Morris George and Joseph Pancras (2008), “Cross-buying in Retailing: Drivers and Consequences,” Journal of Retailing, Vol. 84 (1), pp. 15-25.
(Winner, 2009 Davidson Award for the Best Paper Published in the Journal of Retailing)

Kumar, V., Denish Shah and Rajkumar Venkatesan (2006), “Managing Retailer Profitability: One Customer at a time!” Journal of Retailing, Vol. 82 (4), pp. 277-294.

Kumar, V. and Srinivasan Swaminathan (2005), “The Different Faces of Coupon Face Value Elasticity,” Journal of Retailing, Vol. 81 (1), pp. 1-23.

Kumar, V. and Denish Shah (2004), “Building and Sustaining Profitable Customer Loyalty for the 21st Century,” Journal of Retailing, Vol. 80 (4), pp. 317-330.
(Ranked # 1 for the most downloaded article in the history of Journal of Retailing)

Kumar, V., Vibhas Madan and Srini S. Srinivasan (2004), “Price Discounts or Coupon Promotions: Does It Matter?” Journal of Business Research, Vol. 57 (9), pp. 933-941.

Kumar, V. and Denish Shah (2004), “Pushing and Pulling on the Internet,” Marketing Research: A Magazine of Management and Applications, Vol. 16 (1), pp. 28-33.

Kumar, V. and Kiran Karande (2000), “The Effect of Retail Store Environment on Retailer Performance,” Journal of Business Research, Vol. 49 (2), pp. 167-181.

Reinartz, Werner and V. Kumar (1999), “Store -, Consumer -, and Market - Characteristics: The Drivers of Retail Performance,” Marketing Letters, Vol. 10 (1), pp. 5-22.

Kumar, V., Kiran Karande and Werner Reinartz (1998), “Measuring the Impact of Internal and External Reference Prices on Brand Choice; The Moderating Role of Contextual Variables,” Journal of Retailing, Vol. 74 (3), pp. 401-426.

Balasubramanian, Siva K. and V. Kumar (1997), “Explaining Variation in Advertising & Promotional Expenditures over Sales Ratio: A Re-Analysis,” Journal of Marketing, Vol. 61 (1), pp. 85-92.

Balasubramanian, Siva K. and V. Kumar (1997), “Explaining Variation in Advertising & Promotional Expenditures over Sales Ratio:  A Response, Research Criteria and Guidelines,” Journal of Marketing, Vol. 61 (1), pp. 97-98.

Kumar, V. and Arun Pereira (1997), “Assessing the Competitive Impact of Type, Timing, Frequency, and Magnitude of Retail Promotions,” Journal of Business Research, Vol. 40 (1), pp. 1-14.

Karande, Kiran W. and Kumar, V. (1995), “The Effect of Brand Characteristics and Retailer Policies on Response to Retail Price Promotions: Implications for Retailers,” Journal of Retailing, Vol. 71 (3), pp. 249-278.

Kumar, V., and Arun Pereira (1995), “Explaining the Variation in Sales Response to Retail Price Promotions,” Journal of the Academy of Marketing Science, Vol. 23 (3), pp. 155-169.

Kumar, V. (1994), “Forecasting Performance of Market Share Models: An Assessment, Additional Insights and Guidelines,” International Journal of Forecasting, Vol. 10 (2), pp. 295-312.

Kumar, V., Amit Ghosh, and Gerard J. Tellis (1992), “A Decomposition of Repeat Buying,” Marketing Letters, Vol. 3 (4), pp. 407-417.

Kumar, V., Roger A. Kerin and Arun Pereira (1991), “An Empirical Assessment of Merger and Acquisition Activity in Retailing,” Journal of Retailing, Vol. 67 (3), pp. 321-338.

Kumar, V. and Timothy B. Heath (1990), “A Comparative Study of Market Share Models Using Disaggregate Data,” International Journal of Forecasting, Vol. 6 (2), pp. 163-174.

Balasubramaniam, Siva K. and V. Kumar (1990), “Correlates of Marketing Communication Intensity in Consumer, Industrial and Service Markets,” Journal of Marketing, Vol. 54 (2), pp. 57-68.

Kumar, V. and Roland Rust (1989), “Market Segmentation by Visual Inspection,” Journal of Advertising Research, Vol. 29 (4), pp. 23-29.

Kumar, V. and Robert P. Leone (1988), “Measuring the Effect of Retail Store Promotions on Brand and Store Substitution,” Journal of Marketing Research, Vol. 25 (2), pp. 178-185.

Kumar, V., Robert P. Leone and Rajendra K. Srivastava (1983), “A Model of U.S. Automobile Demand,” Advances in Consumer Research, Vol. 11 (1), pp. 387-390.

Development of New Methodology

Kumar, V, Jeewon (Brianna) Choi and Malik Green, “Synergistic Effects of Social Media and Traditional Marketing on Brand Sales: Capturing the Time-Varying Effects,” forthcoming, Journal of the Academy of Marketing Science.

Kumar, V., Alan Zhang, and Anita Luo (2014), “Modeling Customer Opt -In and OptOut in a Permission-Based Marketing Context,” Journal of Marketing Research, Vol. 51 (4), pp. 403-419.

Luo, Anita Man, and V. Kumar (2013), “Recovering Hidden Buyer-Seller Relationship States to Measure the Return on Marketing Investment in Business-to-Business Markets,” Journal of Marketing Research, Vol. 50 (1), pp. 143-160.

Kumar, V., and Bala Sundaram (2012), “An Evolutionary Roadmap to Winning with Social Media Marketing,” Marketing Research: A Magazine of Management and Applications, Vol. 24 (2), pp. 4-7.

Venkatesan, Rajkumar, Trichy V. Krishnan and V. Kumar (2004), “Evolutionary Estimation of Macro-Level Diffusion Models Using Genetic Algorithms: An Alternative to Non Linear Least Squares,” Marketing Science, Vol. 23 (3), pp. 451-464.

Venkatesan, Rajkumar and V. Kumar (2002), “A Genetic Algorithms Approach to Growth Phase Forecasting of Wireless Subscribers,” International Journal of Forecasting, Vol. 18 (4), pp. 625-646.

Kumar, V., Anish Nagpal and Rajkumar Venkatesan (2002), “Forecasting Category Sales and Market Share for Wireless Telephone Subscribers: A Combined Approach,” International Journal of Forecasting, Vol. 18 (4), pp. 583-604.

Kumar, V. and Timothy R. Bohling (2001), “Decision Models Aid Research,” Marketing Research: A Magazine of Management and Applications, Vol. 13 (4), pp. 42-43.

Armstrong, J. Scott, Vicki G. Morvitz and V. Kumar (2000), “Sales Forecasts for Existing Consumer Products and Services: Do Purchase Intentions Contribute to Accuracy,” International Journal of Forecasting, Vol. 16 (3), pp. 383-397.
(Winner of the “Outstanding Paper Award” for the best paper published in a 2 year period (2000-2001) in the International Journal of Forecasting).

Kumar, V., Robert P. Leone and John N. Gaskins (1995), “Aggregate and Disaggregate Sector Forecasting using Consumer Confidence Measures,” International Journal of Forecasting, Vol. 11 (3), pp. 361-377.

Kumar, V. and Robert P. Leone (1991), “Nonlinear Mapping: An Alternative to Multidimensional Scaling for Product Positioning,” Journal of the Academy of Marketing Science, Vol. 19 (3), pp. 165-176.

Dyer, James S., Richard N. Lund, John B. Larsen, V. Kumar and Robert P. Leone (1990), “A Decision Support System for Prioritizing Oil and Gas Exploration Activities,” Operations Research, Vol. 38 (3), pp. 386-396.

Kumar, V. (1988), “A Decision Model for Evaluating Job Alternatives,” Journal of the Academy of Marketing Science, Vol. 16 (1), pp. 103-113.
(Special Issue on the State of the Art in Marketing Research).

 

International Marketing

Kumar, V. and Anita Pansari (2016), “National Culture, Economy, and Customer Lifetime Value: Assessing the Relative Impact of the Drivers of Customer Lifetime Value for a Global Retailer,” Journal of International Marketing, Vol. 24 (1), pp. 1-21.

Kumar, V. (2014), "Understanding Cultural Differences in Innovation: A Conceptual Framework in the Future Research Directions," Journal of International Marketing, Vol. 22 (3), pp. 1-29. (Lead Article) (Winner, 2015 S. Tamer Cavusgil Award for the Best Paper published in the Journal of International Marketing in 2014)

Kumar, V., Amalesh Sharma, Riddhi Shah and Bharath Rajan (2013), “Establishing Profitable Customer Loyalty for Multinational Companies and Emerging Economies: A Conceptual Framework,” Journal of International Marketing, Vol. 21(1), pp. 57-80.

Kumar, V., Sarang Sunder, and B. Ramaseshan (2011), “Analyzing the Diffusion of Global Customer Relationship Management: A Cross-Regional Modeling Framework,” Journal of International Marketing, Vol. 19 (1), pp. 23-39.

Kumar, V. and Trichy V. Krishnan (2002), “Multinational Diffusion Models: An Alternative Framework,” Marketing Science, Vol. 21 (3), pp. 318-330.

Kumar, V. and Anish Nagpal (2001), “Segmenting Global Markets: Look Before You Leap,” Marketing Research: A Magazine of Management and Applications, Vol. 13 (1), pp. 8-13.

Kumar, V., Jaishankar Ganesh and Raj Echambadi (1998), “Cross-National Diffusion Research: What We Know and How Certain Are We?” Journal of Product Innovation Management, Vol. 15 (3), pp. 255-268.

Ganesh, Jaishankar, V. Kumar and Velavan Subramaniam (1997), “Learning effect in multinational diffusion of consumer durables: An exploratory investigation,” Journal of the Academy of Marketing Science, Vol. 25 (3), pp. 214- 228.

Kumar, V. and Velavan Subramaniam (1997), “A Contingency Framework for the Mode of Entry Decision,” Journal of World Business (formerly Columbia Journal of World Business), Vol. 32 (1), pp. 53-72.

Ganesh, Jaishankar and V. Kumar (1996), “Capturing the Cross-National Learning Effect:  An Analysis of an Industrial Technology Diffusion,” Journal of the Academy of Marketing Science, Vol. 24 (4), pp. 328-337.

Kumar, V. and Nancy Albers (1996), “Identifying Factors for Successful Exporting by Small Businesses:  Implications for Competitive Advantage,” Revista de Estadistica, Vol. 8 (10), pp. 39-54.

Kumar, V., Antonie Stam, and Erich A. Joachimsthaler (1994), “An Interactive Multi-criteria Approach to Identifying Potential Foreign Markets,” Journal of International Marketing, Vol. 2 (1), pp. 29-52.

Albers, Nancy and V. Kumar (1991), “International Direct Marketing Efforts: Are They Useful to Small Businesses in Establishing Consistent Patterns of Exporting?” Journal of Direct Marketing, Vol. 5 (4), pp. 29-38.

Conference Proceedings

Xi (Alan) Zhang, V. Kumar, Koray Cosguner (2015), “Dynamically Managing a Profitable Email Marketing Program,” 2015 AMA Summer Marketing Educators' Conference Proceedings, Chicago, IL, July 2015. (Winner of the Best Paper Award, Digital Marketing Track)

Kumar, V., Yashoda Bhagwat, and Alan Zhang (2012), “Defection Detection: How Understanding Why Customers Left Can Win Them Back,” 41st EMAC Conference: Marketing to Citizens-Going Beyond Customers and Consumers, Lisbon, Portugal, May 2012.

Kumar, V., Vikram Bhaskaran, Rohan Mirchandani, and Milap Shah (2012), “Creating a Measurable Social Media Marketing Strategy for Hokey Pokey: Increasing the Value and ROI of Intangibles & Tangibles,” 41st EMAC Conference: Marketing to Citizens-Going beyond Customers and Consumers, Lisbon, Portugal, May 2012.

Ramani, G. and V. Kumar (2012), “The Impact of Social Loyalty and Social Word-of-Mouth on Sales,” 2012 AMA Winter Marketing Educators’ Conference, St. Petersburg, FL, February 2012.
(Winner of the Best Paper Award in the Digital and Social Media Track)

Ramani, G., V. Kumar and Hua Chang (2012), “The Dynamics of Fan Sign-ups, Word-of-mouth, and Sales: Evidence from a Social Networking Website,” 2012 AMA Winter Marketing Educators’ Conference, St. Petersburg, FL, February 2012.
(Winner of the Best Paper Award in the Marketing Analytics and Research Track)

Sriram, S., V. Kumar, Joseph Pancras (2011), “Empirical Investigation of Retail Expansion and Cannibalization in a Dynamic Environment,” 2011 INFORMS Marketing Science Conference
Rice University, Houston, TX, June, 2011.

Kumar, V., Morris George, and Joseph Pancras (2010), “Cross-Buying in Retailing: Causes and Consequences,” AMA Winter Marketing Educators’ Conference, New Orleans, LA.

Kumar, V., Srini S. Srinivasan, and Rolph E. Anderson (2009), “Cultivating Customer Loyalty: Why Businesses Do Not Have Complete Control?” AMA Winter Marketing Educators’ Conference, Tampa, FL.

Petersen, J. Andrew and, V. Kumar (2009), “Measuring and Maximizing Donor Lifetime Value Using Donor Selection and Resource Allocation Strategies,” AMA Winter Marketing Educators’ Conference, Tampa, FL.

Petersen, J. Andrew, and V. Kumar (2008), “CLV and Optimal Resource Allocation: The Influence of Marketing Buying and Product Returns on Resource Allocation,” AMA Summer Educators’ Conference, San Diego, CA
(Winner of the Best Paper in The Retailing Track)
(Winner of the Overall Conference Best Paper)

Kumar, V., Jia Fan, Rohit Gulati, P. Venkat (2008), “Maximizing Value Growth at P&G, Asia Pacific,” European Marketing Academy (EMAC), Brighton, U.K.

Kumar, V., Man (Anita) Luo, and Vithala Rao (2008), “Linking Customer Brand Value to Customer Lifetime Value: An Integrated Framework,” European Marketing Academy (EMAC), Brighton, U.K.

Kumar, V. (2007), “Managing and Maximizing Customer Value,” European Marketing Academy (EMAC), Reykjavik, Iceland.

Kumar, V.  and Girish Ramani (2006), “Interaction Orientation: The New Measure of Marketing Capabilities,” paper presented at AMA Winter Educators’ Conference, St. Petersburg, FL.

Kumar, V., J. Andrew Petersen and Robert P. Leone (2006), “The Power of Customer Advocacy,” paper presented at AMA Winter Educators’ Conference, St. Petersburg, FL.

Kumar, V.  and Morris George (2006), “A Comparison of Aggregate and Disaggregate Level Approaches for Measuring and Maximizing Customer Equity,” paper presented at AMA Winter Educators’ Conference, St. Petersburg, FL.

Kumar, V.  and Man (Anita) Luo (2006), “Linking an Individual's Brand Value to the Customer Lifetime Value,” paper presented at AMA Winter Educators’ Conference, St. Petersburg, FL.

Kumar, V., Denish Shah and Rajkumar Venkatesan (2006), “Measuring & Managing Customer Lifetime Value Based Retailer Strategy,” paper presented at AMA Winter Educators’ Conference, St. Petersburg, FL.

Kumar, V., Eli Jones and Rajkumar Venkatesan (2000), “The Effect of Perceived Customer Value on the Market Orientation-Performance Relationship,” paper presented at AMA’s International Marketing Conference, June, Buenos Aires, Argentina.

Kumar, V., Eli Jones and Rajkumar Venkatesan (2000), “Reinvestigating the Roles of Competitive Intensity and Turbulence in the Market Orientation-Business Performance Relationship,” paper presented at AMA’s International Marketing Conference, June, Buenos Aires, Argentina.

Ganesh, Jaishankar and V. Kumar (1997), “Understanding the Multinational Diffusion of Innovation: Implications for Market Entry Decisions,” Proceedings of the Academy of International Business Conference, October, Monterrey, Mexico.

Reinartz, Werner and V. Kumar (1997), “The Impact of Store Positioning on Store Performance,” Proceedings of the 24th International Research Seminar in Marketing - Marketing Communications and Consumer Behavior, La Londe les Maures, France.

Ganesh, Jaishankar, V. Kumar and M. Kotabe (1996), “Competitive Strategies of Firms in Multi-domestic and Global Industries:        An Empirical Investigations of the Strategy - Performance Relationship,” Proceedings of the Academy of International Business Conference, September, Banff, Alberta, Canada.

Pereira, Arun and V. Kumar (1995), “Related Diversification Through Acquisition: An Analysis of Firms in Industrial, Service and Consumer Markets,” Proceedings of the 13th Annual International Conference of the Association of Management.

Subramaniam, Velavan and V. Kumar (1995), “The Antecedents, Process and Consequences of Total Quality Management - A Tool for Achieving Sustainable Competitive Advantage,” AMA Summer Marketing Educators’ Conference.

Kumar, V. and Kiran Karande (1995), “Does Coupon Usage Vary with Consumer Purchase Patterns?” AMA Winter Marketing Educators Conference.

Leone, Robert P. and V. Kumar, “Information Explosion in Marketing,” Editors of the Proceedings of the 1992 AMA Summer Educators' Conference, Chicago, IL.

Kumar, V. and Arun Pereira (1988), “Modeling Social Marketing Products using New Product Growth Models,” AMA Winter Marketing Educators' Conference.

Kumar, V. and Robert P. Leone (1984), “Approximation Modeling,” AMA Summer Educators’ Conference.

Golden, L., V. Kumar, and W. Hoyer (1983), “The Effects of One- and Two-sided Messages, Benefit Appeal and Related Memberships on Propensity to Join a Professional Organization,” American Psychological Association.