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Research

Forthcoming

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.

 

Recently Published

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

V. Kumar Anita Pansari, (2016), Competitive Advantage through Engagement, Journal of Marketing Research, Vol. 53(4) pp. 497-514

V. Kumar, 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

Insu Park, Saboo A., V. Kumar, (2016), Using Big Data to Model Time-Varying Effect for Marketing Resources (Re)allocation,  Management Information Systems Quarterly, Vol. 40(4) pp. 911-939

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

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

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

V. Kumar Ashutosh Dixit Rajshekar (Raj) G. Javalgi 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

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) pp. 524-541

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

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

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

Denish Shah, V. Kumar, 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

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

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

V. Kumar, Amalesh Sharma, Naveen Donthu, Carey Rountree, Boosting Demand in the Experience Economy, (2015), Harvard Business Review, Issue: Jan-Feb   pp. 24

V. Kumar Anita Pansari, (2015), How to Help Your Employees Help You:  The Employee Engagement Scorecard, MIT Sloan Management Review, Vol. 56(4) pp67-72

V. Kumar,  Amalesh Sharma,  Naveen Donthu,  Carey Rountree, (2015) Implementing Integrated Marketing Science Modeling at a Non-Profit Organization: Balancing Multiple Business Objectives at Georgia Aquarium, Marketing Science, Vol. 34  Issue: 6  pp. 804-814

V. Kumar, (2014), 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

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

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

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

V. Kumar,  Nita Umashankar, Kihyun Hannah Kim, Yashoda Bhagwat, (2014), Assessing the Influence of Economic and Customer Experience Factors on Service Purchase Behaviors, Marketing Science, Vol. 33(5) pp. 693-711

V. Kumar, (2014), Understanding Cultural Differences in Innovation: A Conceptual Framework and Future Research Directions, Journal of International Marketing, Vol. 22(3)  pp. 1-29

Denish Shah, V. Kumar, Kihyun Hannah Kim, (2014), Managing Customer Profits: The Power of Habits, Journal of Marketing Research, Volume: 51(4)  pp. 403-419

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

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

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.

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.

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., 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.

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

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).

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.

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.

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)

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.

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 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.