Research

Research Interests

  • 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 Quantitative Techniques to Strategic Planning.
  • Construction of Models Based on Utility functions for Managerial Decision Making.
  • Developing Decision Support Systems for Marketing Models.
  • Evaluation of the Factors Influencing Foreign Market Entry.
  • Internationalization of Small Businesses.

Recent Research Productivity

  • Kumar, V., and Denish Shah, “Uncovering Implicit Customer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities' Variable Annuity Sales,” forthcoming, Marketing Science.
  • Kumar, V., and Yashoda Bhagwat, “Listen to Your Customers.”, forthcoming, Marketing Research: A Magazine of Management and Applications.
  • Kumar, V., Eli Jones, Rajkumar Venkatesan and R.P. Leone, “Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?”, forthcoming, Journal of Marketing.
  • Petersen, J. Andrew, and V. Kumar, “Are Product Returns a Bitter Pill to Swallow for the Marketers?”, forthcoming, Sloan Management Review.
  • Kumar, V., A. Petersen and R. P. Leone, “Driving Profitability by Encouraging Customer Referrals: Who, When and How”, forthcoming, Journal of Marketing.
  • Kumar, V., "A Customer Lifetime Value-based Approach to Managing Marketing in the Multichannel, Multimedia Purchasing Environment", forthcoming, Journal of Interactive Marketing.
  • Kumar, V., Lerzan Aksoy, Bas Donkers, Thorsten Wiesel, Rajkumar Venkatesan and Sebastian Tillmanns, "Undervalued Customers: Capturing Total Customer Engagement Value", forthcoming, Journal of Service Research.
  • Lilien, Gary, Douglas Bowman, Min Ding, Rajdeep Grewal, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, and Raji Srinivasan, "Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda", forthcoming, Marketing Letters.
  • Kumar, V., and Bharath Rajan, “Maximizing Value from Customers: Concepts and Strategies Value”, forthcoming, Strategic Finance.
  • 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.
  • Alexander Krasnikov, 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.
  • Click here for a full list of Research Productivity.

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MSI Research Report

  • Kumar, V., and Denish Shah (2008), “From Customer Equity to Market Capitalization”, MSI Working Paper Series, Report # 08-113.
  • Kumar, V. and Girish Ramani (2007), "Interaction Orientation: The New Measure of Marketing Capabilities,". MSI Working Paper Series, Report # 07-100.
  • Venkatesan, R., V. Kumar and T. Bohling (2005), "A Comparison of Metrics for Selecting Profitable Customers", MSI Working Paper Series, Report # 05-121.
  • Venkatesan, R. and V. Kumar (2003), "Using Customer Lifetime Value in Customer Selection and Resource Allocation," MSI Working Paper Series, Report # 03-112.
  • Balasubramanian, Siva K. and Kumar, V. (1990), "Analyzing Variations in Advertising and Promotional Expenditures: Key Correlates in Consumer, Industrial and Service Markets,", Special Report # 90 - 109.
  • Kumar, V. and R. Leone (1989), "Measuring the Effect of Retail Store Promotions on Brand and Store Substitution," Special Report # 89 - 100.
  • Rust, R., Price, L. and Kumar, V. (1985), "EEG Response to Advertisements in Print and Broadcast Media,"Report # 85 - 111.

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Comments on Research

  • Numerous Media Reports: 1993 - Present.
  • Various newsmedia publications, Radio and Television Coverage 1985 - present.
  • "Store Brands Gain Favor," The Houston Post, p. D-1, D-3, May 16, 1993.
  • "Food Store Chains Battle for Texas Markets," Tyler Morning Telegraph, January 22, 1992.
  • "The Texas Chainsaw Grocery War," Dallas Morning News, January 21, 1992.
  • "Recession, War Combo no Cause for Panic," The Galveston Daily News, p. 1-A, 7-A, January 28, 1991.
  • "Unflagging Support," The Houston Post, p. D-1, D-5, February 25, 1991.
  • "Are You Using Those Manufacturers' Coupons?," Indo- American News, p. 15, April 7, 1990.
  • "Grocers Hope to Avoid Casualties in the Great Coupon War," The Houston Chronicle, Section D, p. 1, March 14, 1990.
  • "Speaking of Trade Promotion...," Progressive Grocer, p. 10, November 1988.
  • "How Prices Affect Store Switching," Adweek/Promote, p.14, August 1988.

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Invited Research Presentations

  • “Towards a Customer Differentiated Strategy”
    Harvard Club,
    New York, NY, May 2010.
  • “Building a Differentiated, Loyal, and Profitable Customer Management Strategy”
    Kellogg School of Management,
    Northwestern University    ,
    Evanston, IL, May 2010.
  • “Advances in Marketing Strategy”
    Keynote Speaker,
    Albert Haring Symposium,
    Indiana University    ,
    Bloomington, IN, April 2010.
  • “Managing Brands and Customers for Profit”
    University of Arizona
    Tucson, AZ, March 2010.
  • "Linking CLV to Shareholder Value"
    Copenhagen Business School
    Denmark, November 2009.
  • "Managing Brands and Customers for Profit"
    Quartz Consulting
    Denmark, November 2009.
  • Click here for a full list of Invited Research Presentations.

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Conference Presentations

  • “Uncovering Implicit Customer Needs for Determining Product Positioning: Growing Prudential Annuities‟ Variable Annuity Sales.”
    ISMS-MSI Practice Conference,
    Massachusetts Institute of Technology    ,
    Cambridge, MA, January 2010.
  • "Building Profitable Loyalty in Food Retailing"
    Brand Loyalty Congress, Keynote Address
    Milan, Italy, October 2009.
  • "Measuring the Value of Customer Engagement"
    Thought Leadership Conference in Customer Management
    Montabaur Castle, Germany, September 2009.
  • “Cultivating Customer Loyalty: Why Businesses Do not Have Complete Control”
    2009 AMA Winter Marketing Educators’ Conference
    Tampa, FL, February 2009.
  • Click here for a full list of Conference Presentations.

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