Personal website

Kusum L. Ailawadi

Charles Jordan 1911, TU'12 Professor of Marketing

E-Mail: kusum.l.ailawadi@tuck.dartmouth.edu Phone:

BSc, St. Stephen’s College, Delhi University, 1982; MBA, Indian Institute of Management, 1984; PhD, University of Virginia, 1991

Areas of expertise

Marketing, econometrics, statistics

Current research topics

Econometric models of performance, methodological and empirical analyses; determinants of marketing expenditures and their impact on performance; manufacturer-retailer interaction, performance in packaged-goods industries

Selected Publications

"Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble’s Value Pricing Strategy," Journal of Marketing, 65, 2001; "The Retail Power-Performance Conundrum: What Have We Learned?" Journal of Retailing, 2001; "Revenue Premium as an Outcome Measure of Brand Equity," Journal of Marketing, October 2003; "An Empirical Analysis of Retail Margins: The Role of Store Brand Share," Journal of Marketing, January 2004; "Predicting Competitive Response to a Major Policy Change: Combining Game- Theoretic and Empirical Analysis," Marketing Science, 24(1), 2005; "Retailer Promotion Profitability: The Role of Promotion, Brand, Category, and Market Characteristics," Journal of Marketing Research, XLIII, 2006; "Quantifying and Improving Promotion Profitability at CVS," Marketing Science, July 2007; "Decomposition of the Sales Impact of Promotion-Induced Stockpiling," Journal of Marketing Research, August 2007; "Private Label Use and Store Loyalty," Journal of Marketing, 72, 2008; "Retailer Promotion Pass-Through: A Measure, Its Magnitude, and Its Determinants," Marketing Science, forthcoming 2008

Awards

First William Davidson Award for Best Contribution to Theory and Practice in Retail Marketing, Journal of Retailing, 1997; Harold H. Maynard Award for Best Contribution to Marketing Theory and Thought, Journal of Marketing, 2004; Winner, JMR/MSI Competition on Academic-Practitioner Collaborative Research, 2004; John D.C. Little Best Paper Award, INFORMS, 2005; Emerald Citation of Excellence Award (top 50 papers across all management fields), Emerald Management Reviews, 2008

Professional Activities

Academic positions: General Motors Teaching and Research Fellow, Darden Graduate School of Business Administration, University of Virginia, 1991–92; Assistant Professor of Marketing, Boston College, 1992–93; Tuck School of Business, 1993–present

Nonacademic positions: Marketing Executive, CMC Ltd., 1984–87

Editorial positions: Academic Board of Trustees, AiMark, Europe; Editorial Board: International Journal of Research in Marketing, Journal of Marketing, Journal of Marketing Research, Journal of Retailing, Marketing Science