Faculty Directory
Kusum L. Ailawadi
Charles Jordan 1911, TU'12 Professor of Marketing
E-Mailkusum.l.ailawadi@tuck.dartmouth.edu
Phone603-646-2845
DegreeBSc (Honors), St. Stephen’s College, Delhi University, 1982; MBA, Indian Institute of Management, 1984; PhD, University of Virginia, 1991
AREAS OF EXPERTISEMarketing, econometrics, statistics
Current Research Topics
Manufacturer-retailer interaction, retail strategy, consumer and competitor response to major policy changes, promotion effectiveness
Selected Publications
“Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble’s Value Pricing Strategy,” Journal of Marketing, 2001; “An Empirical Analysis of Retail Margins: The Role of Store Brand Share,” Journal of Marketing, 2004; “Predicting Competitive Response to a Major Policy Change: Combining Game-Theoretic and Empirical Analysis,” Marketing Science, 2005; “Retailer Promotion Profitability: The Role of Promotion, Brand, Category, and Market Characteristics,” Journal of Marketing Research, 2006; “Quantifying and Improving Promotion Profitability at CVS,” Marketing Science, 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, 2008; “When Wal-Mart Enters: How Incumbent Retailers React and How This Affects Their Sales Outcomes,” Journal of Marketing Research, 2010; “An Empirical Analysis of the Effect of Gasoline Prices on Consumer Shopping Behavior,” Journal of Marketing, 2011
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; Board of Trustees, Southern New Hampshire University, 2009–present
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
Research & Teaching Summary
Professor Ailawadi's research deals with the impact of marketing strategy on firm, category, and brand performance. She has a special interest in the strategic interaction and balance of power between manufacturers and retailers and factors that determine their relative performance. She teaches the elective courses Marketing Research and Managing the Marketing Channel.