Research
Working Papers
Willingness to Cannibalize and Radical Product Innovation: An Alternative Perspective
Augmenting the Theory of Reasoned Action as applied to Coupon Usage
An Investigation Into the Culture of Quality Oriented Firms
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...