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.
  • View Full List of Retail/Marketing Publications

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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.
  • View Full List of New Methodology Publications

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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.
  • View Full List of Substantive Issues in Marketing Publications

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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.
  • View Full List of International Marketing Publications

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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.
  • View Full List of Conference Proceedings

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