V. Kumar

Education

• Ph.D., marketing, University of Texas, Austin
• M.S., industrial management, , Indian Institute of Technology
• B.S., engineering, Indian Institute of Technology

Specializations

• new products management
• marketing models
• database marketing
• customer relationship management
• marketing intelligence
• marketing strategy

Biography

Dr. V. Kumar (VK) is the Regents Professor; Richard and Susan Lenny Distinguished Chair & Professor in Marketing; Executive Director, Center for Excellence in Brand and Customer Management; Director, Ph.D. program in Marketing, Georgia State University, J. Mack Robinson College of Business. VK has been recognized with 15 lifetime achievement awards in several areas in Marketing from the American Marketing Association (AMA) and other professional organizations. VK has published over 250 articles, 25 books (translated in multiple languages), and has received over 25 Best Paper, Research and Teaching Excellence Awards. VK has published in many scholarly journals including the Journal of Marketing, Journal of Marketing Research, Marketing Science, Operations Research, Management Science, MIS Quarterly, Journal of International Business Studies, Harvard Business Review, Sloan Management Review, and the Journal of the Academy of Marketing Science.

VK has been honored in multiple countries with prestigious awards and fellowships including the Chang Jiang Scholar, HUST, China; Lee Kong Chian Fellow, Singapore Management University, Singapore; and Senior Fellow, Indian School of Business, India. VK has been bestowed with another honor as Fellow, Hagler Institute for Advanced Study, TAMU, College Station, Texas. VK spends his “free” time visiting business leaders to identify challenging problems to solve. VK has worked with several Global Fortune 1000 firms to maximize their profits and publish studies with rigor and relevance. VK has served as Editor-in-Chief of the Journal of Marketing from 2014 to 2018. In 2017, VK has been recognized as a Fellow of the AMA. Finally, VK is chosen as a Legend in Marketing where Dr. Kumar’s work is published in a 10 volume encyclopedia (Sage Publications) with commentaries from scholars worldwide.

Publications

Area: Evaluation of Substantive Issues in Marketing

• Kumar, V., Bharath Rajan, Shaphali Gupta, and Ilaria Dalla Pozza, “Customer Engagement in Service,” forthcoming, Journal of the Academy of Marketing Science.
• Sharma, Amalesh, Kumar, V., and Koray Cosguner, “Modeling Emerging Market Firms’ Competitive Price and Retail Distribution Strategies,” conditionally accepted, Journal of Marketing Research.
• Sharma, Amalesh, Alok Saboo, and Kumar, (2018) “Investigating the Influence of Characteristics of New Product Introduction Process on Firm Value: The Case of Pharmaceutical Industry,” Journal of Marketing, Vol. 82, No. 5, pp. 66-85.
• Kumar, V., Ankit Anand, and Nandini Nim, (2018) “Assessing the Relative Impact of Major Sources of Innovation on the Brand Equity of a Firm: A Conceptual Framework and Propositions:” Review of Marketing Research, Emerald Group Publishing Limited, Vol. 15, pp. 103-146.
• Kumar, V., Ashley Goreczny and Todd Maurer, (2018) “What Drives a Salesperson’s Goal Achievement? An Empirical Examination,” Journal of Business and Industrial Marketing, Vol. 33 (1), pp. 3-18.
• Kim, Kihyun and Kumar, (2018) “The Relative Influence of Economic and Relational Direct Marketing Communications on Buying Behavior in B2B Markets,” Journal of Marketing Research, Vol. 55 (1), pp. 48-68.
• Kumar, V., (2018) “A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation,” Journal of Marketing, 82 (1), pp. 1-19.
• Kumar, V., Nandini Nim, and Amalesh Sharma (2017) “M-Wallets: Marketing Power or a Hype,” Journal of World Marketing Summit, 03, No. 1.
• Umashankar, Nita, Yashoda Bhagwat, and Kumar, (2017) “Do Loyal Customers Really Pay More for Services?” Journal of the Academy of Marketing Science, Vol. 45 (6) pp 807–826. (Finalist, the 2017 Sheth Foundation Award for the Best Paper published in the Journal of the Academy of Marketing Science)
• Sood, Ashish and Kumar, (2017) “Analyzing Client Profitability across Diffusion Segments for a Continuous Innovation,” Journal of Marketing Research, Vol. 54, No. 6, pp. 932-951.
• Zhang, Xi, Kumar and Koray Cosguner, (2017) “Dynamically Managing a Profitable Email Marketing Program,” Journal of Marketing Research, Vol. 54 (6), pp. 851-866.
• Saboo, Alok, V. Kumar, and Ankit Anand, (2017) “Assessing the Impact of Customer Concentration on IPO and Balance-Sheet Based Outcomes,” Journal of Marketing, Vol. 81 (6), pp. 42-61. (Finalist, the 2018 Hunt/Maynard Award for the paper published in Journal of Marketing in 2017 for the best contribution to the theory of marketing.)
• Kumar, V., Orhan Dogan and Avishek Lahiri, (2017) “Engaging Customers in the App World through Smart Analytics,” Mind Your Marketing, 2(1), pp. 83-94.
• Kumar, V., Bharath Rajan, (2017) “What’s In It for Me? The Creation and Destruction of Value for Firms from Stakeholders,” Journal of Creating Value, Vol. 3(2), pp. 1-15.
• Sundar, Sarang, Kumar, Ashley Goreczny and Todd Maurer (2017), “How to Predict Turnover on Your Sales Team,” Harvard Business Review, July-August, pp. 22-24.
• Kumar, V. (2017), “The Role of University Research Centers in Producing Scholarly Research,” Journal of the Academy of Marketing Science, 45 (4) pp. 453-458.
• Kumar, V. and Amalesh Sharma (2017), “Leveraging marketing analytics to improve firm performance: Insights from implementation,” Applied Marketing Analytics, Vol. 3 (1) pp. 58-69.
• Shah, Denish, Kumar, Kihyun (Hannah) Kim, Jeewon (Brianna) Choi (2017), “Linking Customer Behaviors to Cash Flow Level & Volatility: Implications for Marketing Practices,” Journal of Marketing Research, Vol. 54 (1), pp. 27-43.
• Sundar, Sarang, Kumar, Ashley Goreczny and Todd Maurer (2017), “Why do Salespeople Quit? An Empirical Examination of Own & Peer Effects on Salesperson Turnover Behavior,” Journal of Marketing Research, Vol. 54 (3), pp. 381-397.
• Kumar, V., Saboo, A., Anindita Chakravarty and Amalesh Sharma (2017), “Influencing Acquisition Performance: Role of Innovation and Relational Overlap,” Journal of Marketing Research, Vol. 54 (2), pp. 219-238.
• Pansari, Anita and Kumar (2017), “Customer Engagement – The Construct, Antecedents and Consequences,” Journal of the Academy of Marketing Science, Vol. 45 (3) pp. 294-311. (Finalist, the 2017 Sheth Foundation Award for the Best Paper published in the Journal of the Academy of Marketing Science)
• Kumar, V., Amalesh Sharma, and Shaphali Gupta (2017), “Assessing the Influence of Strategic Marketing Research on Generating Impact: Moderating roles of Models, Journals and Estimation Approaches,” Journal of the Academy of Marketing Science, Vol. 45 (2), pp. 164-185.
• Kumar, V. (2017), “Integrating Theory and Practice in Marketing,” Journal of Marketing, 81 (2), pp. 1-7.
• Saboo, A., Kumar, G. Ramani, (2016) “Evaluating the Impact of Social Media Activities on Human Brand Sale,” International Journal of Research in Marketing, Vol. 33 (3), 524-541.
• Sundar, Sarang, Kumar, and Zhao Yi, (2016) “Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industry, Journal of Marketing Research, Vol. 53 (6), 901-921. (Winner of the 2017 Donald R. Lehmann Award for the Best dissertation-based article published in the Journal of Marketing or Journal of Marketing Research)
• Kumar, V., Kevin Keller, and Kay Lemon (2016), “Mapping the Boundaries of Marketing: What Needs to be Known,” Journal of Marketing, Vol. 80 (6), pp. 1-5.
• Kumar, V. (2016), “Is Customer Satisfaction a (Ir)Relevant Metric?,” Journal of Marketing, 80 (5), pp. 108-109.
• Kumar, V. and Werner Reinartz (2016), “Creating and Enduring Customer Value,” Journal of Marketing, 80 (6), pp. 36-68. (Finalist, the 2017 MSI/ H. Paul Root Award for the paper published in Journal of Marketing in 2016 that best contributes to the practice of Marketing.) . (Finalist, the 2017 Harold H. Maynard Award for the paper published in Journal of Marketing in 2016 for the best contribution to the theory of marketing.)
• Kumar, and Anita Pansari (2016), “Competitive Advantage through Engagement,” Journal of Marketing Research, Vol. 53 (4), pp. 497-514.
• Kumar, V and Shaphali Gupta (2016), “Conceptualizing the Evolution and Future of Advertising,” Journal of Advertising, 45 (3), pp. 302-317.
• Holm, Morten, Kumar, Plenborg, Thomas (2016), “An Investigation of Customer Accounting Systems As A Source Of Sustainable Competitive Advantage,” Advances in Accounting, Vol. 32 (March), pp. 18-30.
• Kumar, V., Yashoda Bhagwhat, Xi (Alan) Zhang (2016), “Winning Back Lost Customers,” Harvard Business Review, March, pp. 22-23.
• Baker, Andrew, Naveen Donthu, and Kumar (2016), “Investigating How Word of Mouth Conversations About Brands Influence Purchase and Retransmission Intentions,” Journal of Marketing Research, Vol. 53 (2), pp. 225-239.
• Kumar, V. Ashutosh Dixit, Rajshekar (Raj) G. Javalgi, and Mayukh Dass (2016), “Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing,” Journal of the Academy of Marketing Science, 44 (1), pp. 24-45. (Finalist for the 2017 Sheth Foundation Award for the Best Paper Published in Journal of the Academy of Marketing Science)
• Kumar, V. (2016), “My Reflections on Publishing in Journal of Marketing (Editorial),” Journal of Marketing, Vol 80 (1), pp. 1-6.

• Area: Retailing / Marketing Communication / Scanner Data

• Kumar, V., Ankit Anand and Hyunseok Song (2017), “Future of Retailer Profitability: An Organizing Framework,” Journal of Retailing, 93 (1), pp. 96-119.

• Saboo, A., Kumar, Insu Park, (2016) “Using Big Data to Model Time-Varying Effect for Marketing Resources (Re)allocation,” Management Information Systems Quarterly, Vol. 40 (4), pp. 911-939.

• Area: Development of New Methodology

• Kumar, V., Agata Leszkiewicz, and Angeliki Christodoulopoulou (2018), “Are You Back for Good or Still Shopping Around? Investigating Customers’ Repeat Churn Behavior,” Journal of Marketing Research, 55 (2), pp. 208-225.

• Kumar, V, Jeewon (Brianna) Choi and Malik Green (2017), “Synergistic Effects of Social Media and Traditional Marketing on Brand Sales: Capturing the Time-Varying Effects,” Journal of the Academy of Marketing Science, 45 (2), pp. 268-288. (Finalist, the 2017 Sheth Foundation Award for the Best Paper published in the Journal of the Academy of Marketing Science)

• Area: International Marketing

• Sood, Ashish, and Kumar, “Client Profitability of Diffusion Segments across Countries for Multigenerational Innovations: The Influence of Firm, Market, and Cross-National Differences,” forthcoming, Journal of International Business Studies.

• Gupta, Shaphali, Anita Pansari, and Kumar, (2018), “Global Customer Engagement,” Journal of International Marketing, Vol. 26 (1), pp. 4-29.

• Amalesh Sharma, Kumar, and Sourav Bikash Borah (2017), “Ritualization: A strategic toll to position brands in International markets,” Journal of International Marketing, Vol. 25 (2), pp. 1-24.

• Kumar, V. and Anita Pansari (2016), “National Culture, Economy, and Customer Lifetime Value: Assessing the Relative Impact of the Drivers of Customer Lifetime Value for a Global Retailer,” Journal of International Marketing, Vol. 24 (1), pp. 1-21. (Winner of the 2017 S. Tamer Cavusgil Award for the Best Paper published in the Journal of International Marketing in 2016.)