Faculty Directory

Kusum L. Ailawadi

Charles Jordan 1911, TU'12 Professor of Marketing





Personal Website



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

Areas of Expertise

Marketing, econometrics, statistics

Current Research Topics

  • Manufacturer-retailer interaction
  • Retail strategy
  • Consumer and competitor response to major policy changes
  • Promotion effectiveness

Professional Activities

Academic positions

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

Nonacademic positions

  • Board of Trustees, Southern New Hampshire University, 2009–present
  • Marketing Executive, CMC Ltd., 1984–87

Editorial positions

  • Academic Board of Trustees, AiMark, Europe
  • Area Editor: Journal of Marketing, International Journal of Research in Marketing
  •  Editorial Board
    Journal of Marketing Research
    Journal of Retailing
    Marketing Science


  • Overall Best Paper in Conference Award, AMA Winter Educators Conference, 2012
  • Best Paper Award, Social Responsibility, Sustainability and Marketing Track, AMA Winter Educators Conference, 2012
  • Finalist, Paul E. Green Award, Journal of Marketing Research, 2010
  • Emerald Management Reviews Citation of Excellence Award, 2009
  • Finalist, Paul E. Green Award, Journal of Marketing Research, 2007
  • Winner, John D.C. Little Best Paper Award, Marketing Science, 2005
  • Finalist, INFORMS Society for Marketing Science Practice Prize, 2005
  • Winner, Marketing Science Institute/Journal of Marketing Research Competition on “Practitioner-Academic Collaborative Research”, 2004
  • Winner, Harold H. Maynard Award for the Best Article on Marketing Theory and Thought, Journal of Marketing, 2004
  • Finalist, William F. O’Dell Award for Most Significant Long-Term Contribution to Marketing Theory, Methodology and/or Practice, Journal of Marketing Research, 2003
  • Winner, First William Davidson Award for Best Contribution to Theory and Practice in Retail Marketing, Journal of Retailing, 1997

Selected Publications

  • With K. Gedenk, T. Langer, Y.  Ma, and S. Neslin (2014), “Consumer Response to Uncertain Promotions: An Empirical Analysis of Conditional Rebates”, International Journal of Research in Marketing, Vol. 31, Issue 1, 94-106.
  • With S. Neslin, J. Luan, and G. Taylor (2014), “Does Retailer CSR Enhance Behavioral Loyalty: A Case for Benefit Segmentation,” International Journal of Research in Marketing, Vol. 31, Issue 2, 156-167.
  • With Y. Ma, and Dhruv Grewal (2013), “Soda Versus Cereal and Sugar Versus Fat: Drivers of Healthful Food Intake and the Impact of Diabetes Diagnosis,” Journal of Marketing, Vol. 77, Issue 3 (May), 101-120
  • "An Empirical Analysis of the Effect of Gasoline Prices on Consumer Shopping Behavior," Journal of Marketing, 2011
  • "When Wal-Mart Enters: How Incumbent Retailers React and How This Affects Their Sales Outcomes," Journal of Marketing Research, 2010
  • "Private Label Use and Store Loyalty," Journal of Marketing, 2008
  • "Decomposition of the Sales Impact of Promotion-Induced Stockpiling," Journal of Marketing Research, August 2007
  • "Quantifying and Improving Promotion Profitability at CVS," Marketing Science, 2007
  • "Retailer Promotion Profitability: The Role of Promotion, Brand, Category, and Market Characteristics," Journal of Marketing Research, 2006
  • "Predicting Competitive Response to a Major Policy Change: Combining Game-Theoretic and Empirical Analysis," Marketing Science, 2005
  • "An Empirical Analysis of Retail Margins: The Role of Store Brand Share," Journal of Marketing, 2004
  • "Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble’s Value Pricing Strategy," Journal of Marketing, 2001