PublicationAuthorsPublishedPublished InStatus
Nurturing Resource Availability of Ridesharing Platforms by Priming Goal-Oriented Operational EffectivenessLahiri, A., Dogan, O., and V KumarJournal of Business ResearchForthcoming
Value Dominant Logic: Organizational PrinciplesMahajan, G., Kumar, V., Tregua, M. and Bruni, R2023European Journal of MarketingPublished
A dynamic model of the contract length and early termination: The roles of technology evolution and pricing strategyQu, Y., Kumar, V., and Zhao, YJournal of Business ResearchForthcoming
Relating the Dark Side of New‐Age Technologies and Customer TechnostressKumar, V., B. Rajan, U. Salunkhe, and, Shreekant G. Joag2022Psychology &
“Beyond the box office: A Conceptual Framework for the Drivers of Audience EngagementRubin, D., I. Mohr, and V Kumar2022Journal of Business
Understanding Customer
Engagement in Family Firms: A Conceptual Framework
Rajan, B., Salunkhe, U., and V. Kumar2023Journal of Business
Value Creation and Value AppropriationKumar, V. and Srivastava2022Journal of Creating ValuePublished
Relating entertainment features in screenplays
to movie performance: an empirical investigation
Choi, Jeewon, and V Kumar2022Journal of the Academy of
Marketing Science
How to Help Your CMO
Boost Global Growth
Kumar, V., Borah, S.B., Sharma, A. and Akella2021Harvard Business ReviewPublished
Digital Analytics: Modeling for Insights and New MethodsGupta, Shaphali, Leszkiewicz, Agata, Kumar, V., Bijmolt, Tammo, Potapov, Dmitriy2021Journal of Interactive MarketingPublished
From Customer-, to Actor-, to Stakeholder Engagement: Taking Stock, Conceptualization, and Future DirectionsHollebeek, L., V Kumar, and R. Srivasatava2022Journal of Service Research
Can Artificial Intelligence Overshadow Human IntelligenceKumar, V., A Dixit, R. Javalgi, and N. Turken2022Management and Business ReviewPublished
Money or Friendship? Winning over CustomersKim, Kihyun H. and V. Kumar2021Management and Business ReviewPublished
It Takes Two to Tango: Statistical Modeling and Machine LearningKumar, V. and Mani Vannan2022Journal of Global Scholars of Marketing SciencePublished
Developing Firms’ Growth Approaches as a Multidimensional Decision to Enhance Key Stakeholders’ WellbeingKumar, V and D. Ramachandran2021International Journal of Research in MarketingPublished
New Perspectives on Business Model Innovations in Emerging MarketsKumar, V. and R. Srivastava 2020Journal of the Academy of Marketing SciencePublished
Influence of New-Age Technologies on Marketing: A Research AgendaKumar, V., Ramachandran, Divya and Binay Kumar 2020Journal of Business ResearchPublished
Not All Social Media Posts Are EqualMeire, Mattijs, Hewett, Kelly, Ballings, Michel, Kumar, V. and Dirk Van de Poel 2020featured in Harvard Business ReviewPublished
Generating Competitive Intelligence with Limited Information: A Case of Multimedia IndustryKumar, V., Saboo, Alok, Agarwal, Amit and Binay Kumar 2020Production & Operations ManagementPublished
How Legacy Firms Can Embrace the Digital Ecosystem Via Digital Customer OrientationKopalle, Praveen K., Kumar, V., and Mohan Subramaniam2020Journal of the Academy of Marketing SciencePublished
The Role of Marketer-Generated Content in Customer Engagement MarketingMeire, Mattijs, Hewett, Kelly, Ballings, Michel, Kumar, V. and Dirk Van de Poel2019Journal of MarketingPublished
Robotics for Customer Service: A Useful Complement or an Ultimate Substitute?Xiao, L and V. Kumar2019Journal of Service ResearchPublished
Understanding the Role of Artificial Intelligence in Personalized Engagement MarketingKumar, V., Rajan, Bharath, Venkatesan, Rajkumar and Jim Lecinski 2019California Management ReviewPublished
Getting More Likes: The Impact of narrative Person and Brand Image on Customer-brand InteractionsChang, Yaping, Li, You, Yan, Jun and V. Kumar 2019Journal of the Academy of Marketing SciencePublished
Driving the Growth of M- Wallets in Emerging Markets: A Retailer’s PerspectiveKumar, V., Nim, Nandini and Amalesh Sharma 2018Journal of the Academy of Marketing SciencePublished
Modeling Emerging Market Firms’ Competitive Price and Retail Distribution StrategiesSharma, Amalesh, Kumar, V., and Koray Cosguner 2019Journal of Marketing ResearchPublished
Customer Engagement in ServiceKumar, V., Rajan, Bharath, Gupta, Shaphali and Ilaria Dalla Pozza2019Journal of the Academy of Marketing SciencePublished
Investigating the Influence of Characteristics of New Product Introduction Process on Firm Value: The Case of Pharmaceutical IndustrySharma, Amalesh, Saboo, Alok and V. Kumar2018Journal of MarketingPublished
Finding the Perfect Pace for Product LaunchesSharma, A., Saboo, A., and V. Kumar2018Harvard Business ReviewPublished
Assessing the Relative Impact of Major Sources of Innovation on the Brand Equity of a Firm: A Conceptual Framework and PropositionsKumar, V., Anand, Ankit and Nandini Nim 2018Review of Marketing Research, Emerald Group Publishing LimitedPublished
What Drives a Salesperson’s Goal Achievement? An Empirical ExaminationKumar, V., Goreczny, Ashley and Todd Maurer 2018Journal of Business and Industrial MarketingPublished
Unlocking the power of marketing: understanding the links between customer mindset metrics, behavior, and profitabilityPetersen, J. Andrew, Kumar, V., Polo, Yolanda and F. Javier Sese 2018Journal of the Academy of Marketing SciencePublished
The Relative Influence of Economic and Relational Direct Marketing Communications on Buying Behavior in B2B MarketsKim, Kihyun H. and V. Kumar 2018Journal of Marketing ResearchPublished
A Theory of Customer Valuation: Concepts, Metrics, Strategy, and ImplementationKumar, V2018Journal of MarketingPublished
M-Wallets: Marketing Power or a HypeKumar, V., Nim, Nandini and Amalesh Sharma 2017Journal of World Marketing SummitPublished
Do Loyal Customers Really Pay More for Services?Umashankar, Nita, Bhagwat, Yashoda and V. Kumar 2017Journal of the Academy of Marketing SciencePublished
Analyzing Client Profitability across Diffusion Segments for a Continuous InnovationSood, Ashish and V. Kumar 2017Journal of Marketing ResearchPublished
Dynamically Managing a Profitable Email Marketing ProgramZhang, Xi, Kumar, V. and Koray Cosguner 2017Journal of Marketing ResearchPublished
Assessing the Impact of Customer Concentration on IPO and Balance-Sheet Based OutcomesSaboo, Alok, Kumar, V. and Ankit Anand 2017Journal of MarketingPublished
Engaging Customers in the App World through Smart AnalyticsKumar, V., Dogan, Orhan and Avishek Lahiri 2017Mind Your MarketingPublished
What’s In It for Me? The Creation and Destruction of Value for Firms from StakeholdersKumar, V. and Bharath Rajan 2017Journal of Creating ValuePublished
How to Predict Turnover on Your Sales TeamSundar, Sarang, Kumar, V., Goreczny, Ashley and Todd Maurer 2017Harvard Business ReviewPublished
The Role of University Research Centers in Producing Scholarly ResearchKumar, V2017Journal of the Academy of Marketing SciencePublished
Leveraging marketing analytics to improve firm performance: Insights from implementationKumar, V. and Amalesh Sharma 2017Applied Marketing AnalyticsPublished
Linking Customer Behaviors to Cash Flow Level & Volatility: Implications for Marketing PracticesShah, Denish, Kumar, V., Kim, Kihyun H. and Jeewon (Brianna) Choi 2017Journal of Marketing ResearchPublished
Why do Salespeople Quit? An Empirical Examination of Own & Peer Effects on Salesperson Turnover BehaviorSundar, Sarang, Kumar, V., Goreczny, Ashley and Todd Maurer 2017Journal of Marketing ResearchPublished
Influencing Acquisition Performance: Role of Innovation and Relational OverlapKumar, V., Saboo, Alok, Chakravarty, Anindita and Sharma Amalesh2017Journal of Marketing ResearchPublished
Customer Engagement – The Construct, Antecedents and ConsequencesPansari, Anita and V. Kumar 2017Journal of the Academy of Marketing SciencePublished
Assessing the Influence of Strategic Marketing Research on Generating Impact: Moderating roles of Models, Journals and Estimation ApproachesKumar, V., Sharma, Amalesh, and Shaphali Gupta 2017Journal of the Academy of Marketing SciencePublished
Integrating Theory and Practice in MarketingKumar, V2017Journal of MarketingPublished
Evaluating the Impact of Social Media Activities on Human Brand SaleSaboo, Alok, Kumar, V. and G. Ramani2016International Journal of Research in MarketingPublished
Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industrySundar, Sarang, Kumar. V, and Yi Zhao 2016Journal of Marketing ResearchPublished
Mapping the Boundaries of Marketing: What Needs to be KnownKumar, V., Keller, Kevin and Kay Lemon 2016Journal of MarketingPublished
Is Customer Satisfaction a (Ir)Relevant Metric?Kumar, V2016Journal of MarketingPublished
Creating and Enduring Customer ValueKumar, V. and Werner Reinartz 2016Journal of MarketingPublished
Competitive Advantage through EngagementKumar, V. and Anita Pansari 2016Journal of Marketing ResearchPublished
Conceptualizing the Evolution and Future of AdvertisingKumar, V. and Shaphali Gupta 2016Journal of AdvertisingPublished
An Investigation of Customer Accounting Systems As A Source Of Sustainable Competitive AdvantageHolm, Morten, Kumar, V. and Thomas Plenborg 2016Advances in AccountingPublished
Winning Back Lost CustomersKumar, V., Bhagwhat, Yashoda and Xi (Alan) Zhang 2016Harvard Business ReviewPublished
Investigating How Word of Mouth Conversations About Brands Influence Purchase and Retransmission IntentionsBaker, Andrew, Donthu, Naveen and V. Kumar 2016Journal of Marketing ResearchPublished
Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketingKumar, V., Dixit, Ashutosh, Javalgi, Rajshekar (Raj) G. and Mayukh Dass2016Journal of the Academy of Marketing SciencePublished
My Reflections on Publishing in Journal of Marketing (Editorial)Kumar, V2016Journal of MarketingPublished
Insights for Decision Making in a Global and Digital Marketing EnvironmentKumar, V. and Bharath Rajan 2015Journal of World Marketing Summit (Issue dedicated to Phillip Kotler)Published
Implementing Integrated Marketing Science Modeling at a Non-Profit Organization: Balancing Multiple Business Objectives at Georgia AquariumKumar, V., Sharma, Amalesh, Donthu, Naveen and Carey Rountree 2015Marketing SciencePublished
Regaining “Lost” Customers: The Predictive Power of First Lifetime Behavior, the Reason for Defection, and the Nature of the Winback OfferKumar, V., Bhagwat, Yashoda and Xi (Alan) Zhang 2015Journal of MarketingPublished
Who’s Your Most Valuable Salesperson?Kumar, V., Sunder, Sarang, and Robert P. Leone 2015Harvard Business ReviewPublished
Measuring the Benefits of Employee EngagementKumar, V. and Anita Pansari 2015MIT Sloan Management ReviewPublished
Boosting the Demand in Experience EconomyKumar, V., Sharma, Amalesh, Donthu, Naveen and Carey Rountree 2015Harvard Business ReviewPublished
Perceived Risk, Product Returns, and Optimal Resource Allocation: Evidence from a Field ExperimentPetersen, J. Andrew and V. Kumar 2015Journal of Marketing ResearchPublished
Diagnosing the Brand Performance: Accounting for the Dynamic Impact of Product Availability with Aggregate DataShah, Denish, Kumar, V. and Yi Zhao 2015Journal of Marketing ResearchPublished
Marketing Communication Strategies and Consumer Financial Decision Making: Role of National CulturePetersen, J. Andrew, Kushwaha, Tarun and V. Kumar 2015Journal of MarketingPublished
Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For (Editorial)Kumar, V2015Journal of MarketingPublished
Managing Customer Profits: The Power of HabitsShah, Denish, Kumar, V. and Kihyun (Hannah) Kim2014Journal of Marketing ResearchPublished
Measuring and Managing a Salesperson’s Future Value to the FirmKumar, V., Sunder, Sarang and Robert P. Leone 2014Journal of Marketing ResearchPublished
Assessing the Influence of Economic and Customer Experience Factors on Service Purchase BehaviorsKumar, V., Umashankar, Nita, Kim, Kihyun (Hannah) and Yashoda Bhagwat2014Marketing SciencePublished
My Plans for the Journal of Marketing, An Editor-in-Chief’s Perspective (Editorial)Kumar, V2014Journal of MarketingPublished
Sustainability and Branding: An Integrated PerspectiveKumar, V. and Angeliki Christodoulopoulou2014Industrial Marketing ManagementPublished
The Construct, Measurement, and Impact of Employee Engagement: a Marketing PerspectiveKumar, V. and Anita Pansari 2014Customer Needs and SolutionsPublished
Brand Licensing: What Drives Royalty Rates?Jayachandran, Satish, Kaufman, Peter, Kumar, V., and Kelly Hewett2013Journal of MarketingPublished
Predicting Purchase Timing, Product Choice, and Purchase Amount for a Firm’s Adoption of a Radically Innovative Information Technology: An Analysis of Cloud Computing ServicesBohling, Timothy, Kumar, V. and Riddhi Shah 2013Service SciencePublished
Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles & Tangibles for Hokey PokeyKumar, V., Bhaskaran, Vikram, Mirchandani, Rohan and Milap Shah 2013Marketing SciencePublished
Data-Driven Services Marketing in a Connected WorldKumar, V., Chattaraman, Veena, Neghina, Carmen, Skiera, Bernd, Aksoy, Lerzan, Buoye, Alexander and Joerg Henseler2013Journal of Service ManagementPublished
Sustainability as a Corporate Culture of a Brand for Superior PerformanceGupta, Suraksha and V. Kumar 2013Journal of World BusinessPublished
Defining, Measuring and Managing Business Reference ValueKumar, V., Petersen, A. and R. P. Leone2013Journal of MarketingPublished
The Dark Side of Cross-SellingShah, Denish and V. Kumar2012Harvard Business ReviewPublished
Increasing the ROI of Social Media MarketingKumar, V. and Rohan Mirchandani2012MIT Sloan Management ReviewPublished
The Perils of Social Coupon CampaignsKumar, V. and Bharath Rajan 2012MIT Sloan Management ReviewPublished
Unprofitable Cross- buying: Evidence from Consumer & Business MarketsShah, Denish, Kumar, V., Yingge, Qu and Sylia Chen2012Journal of MarketingPublished
Social Coupons as a Marketing Strategy: A Multifaceted PerspectiveKumar, V. and Bharath Rajan 2012Journal of the Academy of Marketing SciencePublished
Measuring Customer Profitability in Complex Environments: An Interdisciplinary Contingency FrameworkHolm, Morten, Kumar, V. and Carsten Rohde 2012Journal of the Academy of Marketing SciencePublished
Will the Frog Change into a Prince? Predicting Future Customer ProfitabilityRust, Roland T., Venkatesan, Rajkumar and V. Kumar 2011International Journal of Research in MarketingPublished
Assessing the Effect of Marketing Investments in a Business Marketing ContextKumar, V., Sriram, S., Luo, Anita Man and Pradeep Chintagunta 2011Marketing SciencePublished
Can Marketing Lift Stock Prices?Kumar, V. and Denish Shah 2011MIT Sloan Management ReviewPublished
Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?Kumar, V., Jones, Eli, Venkatesan, Rajkumar and R.P. Leone2011Journal of MarketingPublished
Uncovering Implicit Customer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities Variable Annuity SalesKumar, V. and Denish Shah 2011Marketing SciencePublished
Calculating, Creating, and Claiming Value in Business Markets: Status and Research AgendaLilien, Gary, Bowman, Douglas, Ding, Min, Grewal, Rajdeep, Griffin, Abbie, Kumar, V., Narayandas, Das, Peres, Renana and Raji Srinivasan2010Marketing LettersPublished
Undervalued Customers: Capturing Total Customer Engagement ValueKumar, V., Aksoy, Lerzan, Donkers, Bas, Wiesel, Thorsten, Venkatesan, Rajkumar and Sebastian Tillmanns2010Journal of Service ResearchPublished
A Customer Lifetime Value-based Approach to Managing Marketing in the Multichannel, Multimedia Retailing EnvironmentKumar, V2010Journal of Interactive MarketingPublished
Driving Profitability by Encouraging Customer Referrals: Who, When and HowKumar, V., Petersen, J. Andrew and R. P. Leone 2010Journal of MarketingPublished
Can Product Returns Make You Money?Petersen, J. Andrew and Kumar V2010MIT Sloan Management ReviewPublished
Listen to the CustomerKumar, V. and Yashoda Bhagwat 2010Marketing Research: A Magazine of Management and ApplicationsPublished
Implementing Profitability through a Customer Lifetime Value FrameworkKumar, V., Venkatesan, Rajkumar and Bharath Rajan 2009Marketing Intelligence ReviewPublished
The Impact of CRM Implementation on Cost and Profit Efficiencies: Evidence from US Commercial Banking IndustryKrasnikov, Alexander, Jayachandran, Satish and V. Kumar2009Journal of MarketingPublished
Expanding the Role of Marketing: From Customer Equity to Market CapitalizationKumar, V. and Denish Shah 2009Journal of MarketingPublished
Nurturing the Right CustomersKumar, V. and Bharath Rajan 2009Strategic FinancePublished
Are Product Returns a Necessary Evil? Antecedents and ConsequencesPetersen, J. Andrew, and V. Kumar 2009Journal of MarketingPublished
Reversing the Logic: The Path to Profitability through Relationship MarketingKumar, V., Dalla Pozza, Ilaria, Peterson, J. Andrew and Denish Shah 2009Journal of Interactive MarketingPublished
Marketing-Mix Recommendation to Manage Value Growth at P&G Asia PacificKumar, V., Fan, Jia, Gulati, Rohit and P. Venkat 2009Marketing SciencePublished
Profitable Customer Management: Measuring and Maximizing Customer Lifetime ValueKumar, V. and Bharath Rajan2009Management Accounting QuarterlyPublished
Putting One-to-One Marketing to Work: Personalization, Customization and ChoiceArora, Neeraj, Ghose, Anindya, Hess, James D., Iyengar, Raghuram, Jing, Bing, Joshi, Yogesh, Kumar, V., Lurie, Nicholas, Neslin, Scott, Sajeesh, S., Meng, Su, Syam, Niladri, Thomas, Jacquelyn and Z. John Zhang2008Marketing LettersPublished
Performance Implications of Adopting a Customer-Focused Sales CampaignKumar, V., Venkatesan, Rajkumar and Werner Reinartz 2008Journal of MarketingPublished
Research before you Leap: Does Cross- Sell Always Lead to Higher Profits?Kumar, V. and Denish Shah 2008Marketing Research: A Magazine of Management and ApplicationsPublished
The Power of CLV: Managing Customer Lifetime Value at IBMKumar, V., Venkatesan, Rajkumar, Bohling, Timothy R and Denise Beckmann2008Marketing SciencePublished
Interaction Orientation & Firm PerformanceRamani, Girish and V. Kumar 2008Journal of MarketingPublished
Customer Lifetime Value: The Path to ProfitabilityKumar, V2007Foundations and Trends in MarketingPublished
Optimal CRM using Bayesian Decision Theory: An application for Customer SelectionVenkatesan, Rajkumar, Kumar, V. and Timothy R. Bohling 2007Journal of Marketing ResearchPublished
How Valuable is Word of Mouth?Kumar, V., Petersen, J. Andrew and Robert P. Leone 2007Harvard Business ReviewPublished
Multi-Channel Shopping: Causes and ConsequencesVenkatesan, Rajkumar, Kumar V. and Nalini Ravishankar 2007Journal of MarketingPublished
Measuring and Maximizing Customer Equity: A Critical AnalysisKumar, V. and Morris George 2007Journal of the Academy of Marketing SciencePublished
Profitable RelationshipsKumar, V2006Marketing Research: A Magazine of Management and ApplicationsPublished
CLV: A Databased ApproachKumar, V2006Journal of Relationship MarketingPublished
Managing Customers for Value: An Overview and Research AgendaKumar, V., Lemon, Katherine N. and A. Parasuraman2006Journal of Service ResearchPublished
Modeling Customer Lifetime ValueGupta, Sunil, Hanssens, Dominique, Hardie, Bruce, Kahn, William, Kumar, V., Lin, Nathaniel, Ravishanker, Nalini and S. Sriram 2006Journal of Service ResearchPublished
Knowing What to Sell, When, to WhomKumar, V., Venkatesan, Rajkumar and Werner Reinartz2006Harvard Business ReviewPublished
Using a Customer Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical EvidenceKumar, V. and J. Andrew Petersen 2005Journal of the Academy of Marketing SciencePublished
Who are the Multichannel Shoppers and How do they Perform?: Correlates of Multichannel Shopping BehaviorKumar, V. and Rajkumar Venkatesan 2005Journal of Interactive MarketingPublished
Balancing Acquisition and Retention Resources to Maximize Customer ProfitabilityReinartz, Werner, Thomas, Jacquelyn and V. Kumar 2005Journal of MarketingPublished
A Customer Lifetime Value Framework for Customer Selection and Resource Allocation StrategyVenkatesan, Rajkumar and V. Kumar 2004Journal of MarketingPublished
Measuring Marketing Productivity: Current Knowledge and Future DirectionsRust, Roland, Ambler, Tim, Carpenter, Gregory S., Kumar, V. and Rajendra K. Srivastava2004Journal of MarketingPublished
Maximizing ROI or Profitability: Is One Better than the OtherKumar, V. and J. Andrew Petersen 2004Marketing Research: A Magazine of Management and ApplicationsPublished
Customer Lifetime Value Approaches and Best Practice ApplicationsKumar, V., Ramani, Girish and Timothy R. Bohling 2004Journal of Interactive MarketingPublished
Getting the Most out of All Your CustomersThomas, Jacquelyn, Werner Reinartz and V. Kumar 2004Harvard Business Review Published
Leveraging Superior Marketing Tools to Maximize ProfitsKumar, V2004Strategic MarketingPublished
Taking CLV Analysis to the Next LevelKumar, V. and Girish Ramani 2004Journal of Integrated Marketing Communications Published
Antecedents and Consequences of Relationship Intention: Implications for Transaction and Relationship MarketingKumar, V., Bohling, Timothy R. and Rajendra N. Ladda 2003Industrial Marketing ManagementPublished
The Impact of Customer Relationship Characteristics on Profitable Lifetime DurationReinartz, Werner and V. Kumar 2003Journal of MarketingPublished
The Mismanagement of Customer LoyaltyReinartz, Werner and V. Kumar 2002Harvard Business ReviewPublished
Telecommunications Demand Forecasting – A ReviewFildes, Robert and Kumar, V2002International Journal of ForecastingPublished
Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset ManagementBerger, Paul D., Bolton, Ruth N., Bowman, Douglas, Briggs, Elten, Kumar, V., Parsuraman, A. and Creed Terry2002Journal of Service ResearchPublished
Six Steps to Better Decision ModelsKumar, V. and Timothy R. Bohling 2002Marketing Research: A Magazine of Management and ApplicationsPublished
A Model to Explain Shareholder Returns: Marketing ImplicationsKumar, V., Ramaswami, Sridhar N. and Rajendra K. Srivastava 2000Journal of Business ResearchPublished
On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for MarketingReinartz, Werner and V. Kumar 2000Journal of MarketingPublished
Impact of a Late Entrant on the Diffusion of a New Product / ServiceKrishnan, Trichy V., Bass, Frank M. and V. Kumar 2000Journal of Marketing ResearchPublished
State-of-the-Art in Brand Equity Research: What We Know and What Needs to be KnownKumar, V. and Jaishankar Ganesh 1995Australasian Journal of Market ResearchPublished
Customer’s Role in Continuous Quality Improvement ProcessKumar, V. and Velavan Subramaniam 1995Australasian Journal of Market ResearchPublished
Attribute Order and Product Familiarity Effects in Decision Tasks Using Conjoint AnalysisKumar, V. and Gary J. Gaeth 1991International Journal of Research in MarketingPublished