TUTORIALS   The Practice of International Marketing ResearchSeptember 1997American Marketing Association Houston Chapter’s Workshop Houston, TX Advances in Marketing ResearchJune 1996Lecture given at the 1996 American Marketing Association’s Workshop San Diego, CA Marketing Segmentation and Target Marketing                                      […]


WORKING PAPER Understanding the Structural Characteristics of a firm’s whole buyer-supplier network and its impact on International Business Performance Modeling Emerging Market Firms’ Competitive Price and Retail Distribution Strategies Driving the Growth of M-Wallets in Emerging Markets: A Retailer’s Perspective Getting More Likes: The Impact of narrative Person and Brand Image on Customer-brand Interactions


INSTITUTE OF MANAGEMENT ACCOUNTANTS IMA Using Customer Lifetime Value for Acquiring, Retaining and Winning Back Profitable Customers 2009 Published In: IMA Executive Summary Report


WEBINAR Managing Customers for Profit November 2008 Siperian Webinar   Building a Profitable Brand & Customer Management Strategy in the B2B World November 2008 IPSS Pro-Seminar Smeal College of Business, Penn State State College, PA


RESEARCH INTEREST Customer Loyalty in a Multichannel Shopping Environment The Impact of E-Commerce and M-Commerce on Consumer Choice Process Global Diffusion Models and Marketing Mix Diffusion Models Analyzing the Effect of Promotional Variables on Market Share Models, Brand Choice Process and Store Choice Process Developing Alternative Methodology for Product Positioning and Market Segmentation Application of […]


 research in progress Donor Lifetime Value Salesperson Lifetime Value Forecasting with Purchase Intentions Data Customer Winback The Effect of Inherent Product Characteristics on Consumers Response to Retail Promotion To Warranty or Not: A Cross-Cultural Study Information Technology Outsourcing: Is it a bane or boon Investigating the Effects of Marketing-Mix Strategies on Customer Lifetime Value A […]


MSI RESEARCH REPORT Investigating the Effect of New Store Openings in a Dynamic Environment 2009 Authors: V. Kumar  S. Sriram  Joseph Pancras Published In: MSI Working Paper Series Report Number: 09-114 From Customer Equity to Market Capitalization 2008 Authors: V. Kumar  Denish Shah Published In: MSI Working Paper Series Report Number: 08-113 Interaction Orientation: The […]


Comments on Research Numerous Media Reports 1993 – Present Various news media publications Radio and Television Coverage 1985 – present   Store Brands Gain Favor May 16, 1993 The Houston Post, p. D-1, D-3   Food Store Chains Battle for Texas Markets January 22, 1992 Published In: Tyler Morning Telegraph   Store Brands Gain Favor […]

2012 Legend in Marketing

2012 Legends in marketing Dr. Kumar was selected as one of the exclusive “Legends in Marketing”, and his research work is compiled and featured in the “Legends in Marketing” Series, edited by Dr. Jagdish Sheth (Series Editor) and published by the Sage Publications. Other marketing scholars declared as Legends include Richard Bagozzi, Shelby Hunt, Philip […]