Kinshuk Jerath

Kinshuk Jerath specializes in technology-enabled marketing, primarily in online advertising, retailing, and customer management. Professor Jerath’s research has evaluated a range of strategic online advertising practices in both sponsored search advertising and display advertising, including keyword management, poaching, and exclusive placement. He has also analyzed how privacy regulations in the online advertising ecosystem affect stakeholders, such as advertisers, publishers, and consumers.

​Professor Jerath’s research on retailing has contributed to the understanding of agency selling in online retailing marketplaces, as well as the associated behaviors of third-party sellers, advertisers, and platform owners. In his work on customer management, Professor Jerath has developed analytical methods to estimate customer lifetime value for online and traditional retailers.

Professor Jerath has served as an expert on online advertising and retailing, and provided expert testimony in deposition and at trial. Outside of litigation, he has consulted to Fortune 500 companies on online marketing.

Professor Jerath’s work has been published in books, as well as articles in leading journals, including Marketing Science, Management Science, the Journal of Marketing Research, and the Journal of Interactive Marketing. He also serves on several editorial boards. Professor Jerath speaks widely on subjects related to online advertising and retailing marketplaces, and has presented to universities and corporations in the United States, United Kingdom, Europe, and Hong Kong.

At Columbia Business School, Professor Jerath teaches courses on digital marketing and customer valuation and management. Previously, he served on the faculty of the Tepper School of Business at Carnegie Mellon University.

Areas of Expertise

• Advertising, Competitive Strategy, E-Commerce, Marketing, Retail Industry

Education

• PhD The Wharton School (2003 — 2008)
• B. Tech. Indian Institute of Technology, Bombay (1999 — 2003)
• High School St. John's High School, Chandigarh

Research

Journal articles

• To Platform-Sell or Resell: Channel Structures in Electronic Retailing In Management Science (forthcoming)
  Coauthor(s): Vibhanshu Abhishek, Kinshuk Jerath, Z. John Zhang

• Multiperiod Contracting and Salesperson Effort Profiles: The Optimality of "Hockey Stick," "Giving Up" and "Resting on Laurels" In Journal of Marketing Research (2020)
  Coauthor(s): Kinshuk Jerath, Fei Long

• Salesforce Contracting Under Uncertain Demand and Supply: Double Moral Hazard and Optimality of Smooth Contracts In Marketing Science (2019)
  Coauthor(s): Tinglong Dai, Kinshuk Jerath

• Exclusive Placement in Online Advertising In Marketing Science (2018)
  Coauthor(s): Amin Sayedi, Kinshuk Jerath, Marjan Baghaie

• Product Quality in a Distribution Channel with Inventory Risk In Marketing Science (2017)
  Coauthor(s): Kinshuk Jerath, Sang Kim, Robert Swinney

• A Model of Unorganized and Organized Retailing in Emerging Economies In Marketing Science (2016)
  Coauthor(s): Kinshuk Jerath, S Sajeesh, Z. John Zhang

• Agency Selling or Reselling? Channel Structures in Electronic Retailing In Management Science (2016)
  Coauthor(s): Kinshuk Jerath, Vibhanshu Abhishek, Z. John Zhang

• Customer-Base Analysis Using Repeated Cross-Sectional Summary (RCSS) Data In European Journal of Operational Research (2016)

• Coauthor(s): Kinshuk Jerath, Peter Fader, Bruce G. S. Hardie

• Impact Inventory on Quota-Bonus Contracts with Rent Sharing In Operations Research (2016)
  Coauthor(s): Tinglong Dai, Kinshuk Jerath

• Keyword Management Costs and "Broad Match" in Sponsored Search Advertising In Marketing Science (2016) Coauthor(s): Wilfred Amaldoss, Kinshuk Jerath, Amin Sayedi

• An Information Stock Model of Customer Behavior in Multichannel Customer Support Services In Manufacturing & Service Operations Management (2015)
  Coauthor(s): Kinshuk Jerath, Anuj Kumar, Serguei Netessine

• Consumer Click Behavior at a Search Engine: The Role of Keyword Popularity In Journal of Marketing Research (2014)
  Coauthor(s): Kinshuk Jerath, Liye Ma, Young-Hoon Park

• The Interrelationships between Brand and Channel Choice In Marketing Letters (2014)
  Coauthor(s): Scott Neslin, Kinshuk Jerath

• Salesforce Compensation with Inventory Considerations In Management Science (2013)
  Coauthor(s): Tinglong Dai, Kinshuk Jerath

• The Emergence of Opinion Leaders in a Networked Online Community: A Dyadic Model with Time Dynamics and a Heuristic for Fast Estimation In Management Science (2013)
  Coauthor(s): Yingda Lu, Kinshuk Jerath, Param Singh

• Competitive Poaching in Sponsored Search Advertising and Its Strategic Impact on Traditional Advertising In Marketing Science (2013)
  Coauthor(s): Amin Sayedi, Kinshuk Jerath, Kannan Srinivasan

• A "Position Paradox" in Sponsored Search Auctions In Marketing Science (2011)
  Coauthor(s): Kinshuk Jerath, Liye Ma, Young-Hoon Park, Kannan Srinivasan

• Cross-Market Discounts In Marketing Science (2011)
  Coauthor(s): Marcel Goic, Kinshuk Jerath, Kannan Srinivasan

• Firm Strategies in the "Mid Tail" of Platform-Based Retailing In Marketing Science (2011)
  Coauthor(s): Baojun Jiang, Kinshuk Jerath, Kannan Srinivasan

• New Perspectives on Customer "Death" Using a Generalization of the Pareto/NBD Model In Marketing Science (2011)
  Coauthor(s): Kinshuk Jerath, Peter Fader, Bruce G. S. Hardie

• Store Within a Store In Journal of Marketing Research (2010)
  Coauthor(s): Kinshuk Jerath, Z. John Zhang

• Revenue Management with Strategic Customers: Last-Minute Selling and Opaque Selling In Management Science (2010)
  Coauthor(s): Kinshuk Jerath, Serguei Netessine, Senthil Veeraraghavan

• Estimating CLV Using Aggregated Data: The Tuscan Lifestyles Case Revisited In Journal of Interactive Marketing (2007)
  Coauthor(s): Peter Fader, Bruce G. S. Hardie, Kinshuk Jerath