All Publications

Retailing/Marketing

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), October, pp. 277 – 294.
Kumar, V. and Srinivasan Swaminathan (2005), "The Different Faces of Coupon Face Value Elasticity: Implications for Manufacturers and Retailers," Journal of Retailing, Vol. 81 (1), pp. 1 – 25.
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, 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 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.
Balasubramaniam, 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.
Balasubramaniam, 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), September, pp. 1 – 14.
Kumar, V. and Kiran Karande (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 Variation in Sales Response to Retail Price Promotions," Journal of the Academy of Marketing Science, Vol. 23 (3), pp. 355 – 369.
Kumar, V. (1994), "Forecasting Performance of Market Share Models: An Assessment, Additional Insights and Guidelines," International Journal of Forecasting, Vol. 10, 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 Activities 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 (April), 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, (May), pp. 178 – 185.

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Development of New Methodology

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, No 3 (Summer), pp. 451 – 464.
Venkatesan, Rajkumar and V. Kumar (2002), "A Genetic Algorithms Approach to 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 (Winter), 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, 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, pp. 361 – 377.
Kumar, V. and Robert P. Leone (1991), "Nonlinear Mapping: An Alternative to Multidimensional Scaling for Product Positioning," the 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," in the Special Issue on The State of the Art in Marketing Research in the Journal of the Academy of Marketing Science, Vol. 16 (1), pp. 103 – 113.

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Evaluation of Substantive Issues in Marketing

Kumar, V., “A Customer Lifetime Value-based Approach to Managing Marketing in the Multichannel, Multimedia Purchasing Environment” Journal of Interactive Marketing, Vol. 24 (2), May, pp. 71 – 85.
Petersen, J. Andrew, and V. Kumar, “Can Product Returns Make you Money?”, Sloan Management Review, Vol. 51 (3), Spring 2010, pp. 85-89.
Kumar, V., Rajkumar Venkatesan and Bharath Rajan, (2009) "Implementing Profitability through a Customer Lifetime Value Framework", Marketing Intelligence Review, Vol. 2, December, 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), November, 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), November, 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 Profitable Customers”, Strategic Finance, September, pp. 27 – 33.
Petersen, J. Andrew, and V. Kumar, (2009) "Are Product Returns Necessary Evil? The Antecedents and Consequences of Product Returns", Journal of Marketing, Vol. 73 (May), pp. 35 – 51.
(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 (July – August), 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, pp. 305 – 321.
Kumar, V., Rajkumar Venkatesan, and Werner Reinartz, (2008) "Performance Implications of Adopting a Customer-Focused Sales Campaign", Journal of Marketing (September), 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 Applications (Fall), 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.
Ramani, Girish and V. Kumar (2008), "Interaction Orientation & Firm Performance", Journal of Marketing (Jan), 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., 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.
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 (November), 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 (October), pp. 139 – 146.
Venkatesan, Rajkumar, V. Kumar and Nalini Ravishankar (2007), "Multi-Channel Shopping: Causes and Consequences", Journal of Marketing (April), 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 (June), 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 (Fall), Vol. 18 (3), pp. 41 – 46.
Kumar, V. (2006), "Customer Lifetime Value: A Databased Approach", Journal of Relationship Marketing (Special Issue on CRM -- Other contributors include Donald R. Lehmann, Sunil Gupta, Kay Lemon and Tim Keiningham), Vol. 5(2/3), pp. 7 – 35.
V. Kumar, Katherine N. Lemon and A. Parasuraman (2006), "Managing Customers for Value: An Overview and Research Agenda", Journal of Service Research (November), Vol. 9, 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 (November), Vol. 9, pp. 139 – 155.
Kumar, V., Rajkumar Venkatesan and Werner Reinartz (2006), "Knowing What to Sell, When to Whom", Harvard Business Review (March), 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 (Fall), 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 (Spring), 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 Profitability", Journal of Marketing (January), Vol. 69, pp. 63 – 79.
(Winner of the MSI/Paul H. Root Award (second time) 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 (October), Vol. 68 (4), pp. 106 – 125.
(Winner of the Donald R. Lehmann Award (second time) 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 (October), 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 (Fall), 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 (Summer), 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 (July – August), 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 Communications, (Northwestern University), 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/Paul H. 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, (July), 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.
Brodie, Roderick J., Peter J. Danaher, V. Kumar and Peter S. H. Leeflang (2001), "Principles of Market Share Forecasting" Chapter in Principles of Forecasting: A Handbook for Researchers and Practitioners, Kluwer Publishers.
Kumar, V., Sridhar N. Ramaswami and Rajendra K. Srivastava (2000), "A Model for Predicting Stock Market Returns: Marketing Implications" Journal of Business Research, Vol. 50 (2), pp. 157 – 168.
Reinartz, Werner and V. Kumar (2000), "On the Profitability of Long Lifetime Customers: An Empirical Investigation and Implications for Marketing," Journal of Marketing, Vol. 64 (October), pp. 17 – 32.,
(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, (May), 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, (June), pp. 113 – 124.

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International Marketing

Kumar, V. (2003), "Global Diffusion Models: Back to the Future," Handbook of Research in International Marketing, Publishers: Edward Elgar, pp. 379 – 401.
Kumar, V. and Trichy V. Krishnan (2002), "Multinational Diffusion Models: Evolution Towards a New 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, (Spring), 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), "Cross - National Learning Effects in Global Diffusion Patterns: 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), 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 (Fall), 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.

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Conference Proceedings

Kumar, V., Petersen, J. Andrew, and Robert P. Leone (2010), "Understanding the Drivers of Customer Referral Value" INFORMS Marketing Science Conference, Cologne, Germany.
Kumar, V., J. Andrew Petersen, F. Javier Sese, and Yolanda Polo (2010), "The Role of Attitudes in Customer Value: Does the Contractual Nature of the Relationship Matter?" INFORMS Marketing Science Conference, Cologne, Germany.
Holm, Morton, V. Kumar, Carsten Rohde (2010), "A Review of Customer Equity Models in the Context of Discounted Cash Flow Valuation Theory" INFORMS Marketing Science Conference, Cologne, Germany.
Kumar, V. and Denish Shah (2010), "Uncovering Implicit Customer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities Variable Annuity Sales" INFORMS Marketing Science Conference, Cologne, Germany.
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), "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, and
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 Thirteenth 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," Proceedings of the American Marketing Association's Summer Marketing Educators’ Conference.
Kumar, V. and Kiran Karande (1995), "Does Coupon Usage Vary with Consumer Purchase Patterns?" Proceedings of the American Marketing Association's Winter Marketing Educators Conference.
Kumar, V. and Arun Pereira (1988), "Modeling Social Marketing Products using New Product Growth Models," Proceedings of the American Marketing Association's Winter Marketing Educators' Conference.
Kumar, V. and Robert P. Leone (1984), "Approximation Modeling," Proceedings of the American Marketing Association's Summer Educators’ Conference.
Kumar, V., Robert P. Leone and Rajendra K. Srivastava (1983), "A Model of U.S. Automobile Demand," Proceedings of the Association for Consumer Research, October, pp. 387 – 390.
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," Proceedings of the American Psychological Association.

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