Tuck Executive Education -- Kusum Ailawadi

Tuck School of Business

Dartmouth College

Kusum Ailawadi

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Charles Jordan 1911, TU'12 Professor of Marketing

"Emerging markets offer the largest opportunities but also the toughest marketing challenges for multinational companies. On the one hand, the consumers in these markets no longer settle for less than the hottest, most advanced products. On the other hand, profitably penetrating the mass market requires a fundamental change in every element of marketing strategy. But it can be done —with smart alliances, targeted innovation, creative business processes, and effective use of technology."

Education

BSc, St. Stephens College, Delhi University, 1982; MBA, Indian Institute of Management, 1984; PhD, University of Virginia, 1991. At Tuck since 1993.

Area of expertise

Marketing, with an emphasis on marketing strategy and its impact on firm, category, and brand performance.

Executive Education and Research

Professor Ailawadi has taught marketing strategy in general management and custom executive programs at Tuck and for other organizations for several years. She has a particular interest in channel management and the distribution of power and profitability between manufacturers and retailers. Her research on the performance impact of marketing decisions examines the strategies of packaged goods manufacturers like Proctor & Gamble and retailers like CVS. Her work has been honored for excellence in collaborative research between academics and practitioners, and for outstanding application of marketing science methods to practice.

Awards

Winner of MSI/JMR Competition for Academic-Practitioner Collaborative Research 2004; Harold Maynard Ward for best Contributor to Marketing Theory and Thought, Journal of Marketing, 2003; Outstanding Faculty, Business Week's Guide to the Best B-Schools, 1996, 1998; Paul Raether Fellowship for Scholarly Excellence, Tuck School of Business, 1997-98; First William Davidson Award for Best Contribution to Theory and Practice in Retail Marketing, Journal of Retailing, 1997.

Publications

Professor Ailawadi's work has been published in the Journal of Marketing Research, Marketing Science, Journal of Marketing, Journal of Retailing, and other major journals in marketing. She serves on the editorial review boards of Journal of Marketing, Marketing Science, Journal of Retailing and Review of Marketing Science, and regularly reviews articles for several other journals as well.

Background

Prior to joining the Tuck faculty, Professor Ailawadi taught at the Darden School at the University of Virginia and at the Wallace E. Carroll School of Management at Boston College. Before joining academia, she worked in marketing management for Computer Maintenance Corporation (CMC) Limited, an Indian company providing a variety of hardware and software solutions to clients in the government and private sector.


	© 2008 by the Trustees of Dartmouth College.