Research
Working Papers
An Investigation Into the Culture of Quality Oriented Firms
Augmenting the Theory of Reasoned Action as applied to Coupon Usage
Willingness to Cannibalize and Radical Product Innovation: An Alternative Perspective
About Dr. V. Kumar
Dr. V Kumar, or VK as he is more popularly known in the academic and professional circles, is the Richard and Susan Lenny Distinguished Chair Professor in Marketing, the Executive Director of the Center for Excellence in Brand and Customer Management...
The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of the...