Faculty Directory

Kusum L. Ailawadi

Charles Jordan 1911, TU'12 Professor of Marketing; Area Chair, Marketing








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


Marketing Research; Multichannel Route-to-Market Strategy


Kusum teaches the elective courses Managing the Marketing Channel and Marketing Research in Tuck's MBA program. She has also taught in several of Tuck's general and specialized executive programs, and consulted with or conducted training programs for companies like the Chubb Group, Doremus, Hasbro, Maxeda, Merial, The Parthenon Group, and Trinity Partners.

Current Research Topics

  • Manufacturer-retailer interaction, distribution of power, and performance
  • Consumer and competitor response to major policy changes
  • Determinants and effects of advertising and promotion spending

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

  • Secretary, INFORM Society for Marketing Science Board, 2016—present
  • Advisory Board, Global Center on Big Data in Mobile Analytics, Fox School, Temple University, 2015—present
  • Academic Board of Trustees, Marketing Science Institute 2013—present
  • Academic Board of Trustees, AiMark, Europe 2009—present
  • Board of Trustees, Southern New Hampshire University, 2009–2016
  • Marketing Executive, CMC Ltd., 1984–87

Editorial positions

  • Area Editor: Journal of Marketing, International Journal of Research in Marketing, Journal of Retailing, Marketing Science Special Issue on Health
  •  Editorial Boards:
    International Journal of Research in Marketing, 2015—16
    Journal of the Academy of Marketing Science, 2012—13, 2015—present
    Journal of Marketing, 2004—11
    Journal of Marketing Research, 2008—present
    Journal of Retailing, 2000—14
    Marketing Science, 2005—present


  • Finalist, INFORMS Society for Marketing Science Long Term Impact Prize, 2015
  • 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

Working Papers

  • With Jennifer Emond, Dhruv Grewal, Yu Ma, and Diane Gilbert-Diamond, “Relation Between Packaged Foods Available at Home and a Child’s Weight Status Using Data From a Nationwide Home-scan Panel,” 2015
  • With Yu Ma and Dhruv Grewal, “The Impact of Shopping in Warehouse Club Stores on Consumers’ Packaged Food Purchases,” 2017
  • With Maya Vuegen, Anne ter Braak, and Lien Lamey, “How Mobile Self-Scanning Use Influences Consumers’ Grocery Purchases,” 2017
  • With Rajiv Dant and Dhruv Grewal, “The Difference Between Perceptual and Objective Performance Measures: An Empirical Analysis,” Marketing Science Institute Working Paper Series, No. 04-001, 2004
  • With Karen Gedenk and Scott Neslin, “Understanding Competition Between Retailers and Manufacturers: An Integrated Analysis of Store Brand and National Brand Deal Usage,” SSRN Working Paper, abstract, 2003

Selected Publications

  • With H. Datta and H. van Heerde, “How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing Mix Response?” Journal of Marketing, forthcoming, 2017
  • With P. Farris, “Managing Multi- and Omni-Channel Distribution: Metrics and Research Directions,” Journal of Retailing, Special Issue on Future of Retailing, forthcoming, 2017
  • With J. Emond, D. Gilbert-Diamond, Y. Ma, and D. Grewal, “The Home Food Environment and a Young Child’s Weight Status,” The FASEB Journal,  Vol. 29, No. 1, Supplement, 132.2, 2016
  • With S. Gupta, edited by R. Winer and S. Neslin, "Sales Promotion”, in History of Marketing Science, 2014
  • With K. Gedenk, T. Langer, Y.  Ma, and S. Neslin, “Consumer Response to Uncertain Promotions: An Empirical Analysis of Conditional Rebates”, International Journal of Research in Marketing, Vol. 31, Issue 1, 94-106, 2014
  • With S. Neslin, J. Luan, and G. Taylor, “Does Retailer CSR Enhance Behavioral Loyalty: A Case for Benefit Segmentation,” International Journal of Research in Marketing, Vol. 31, Issue 2, 156-167, 2014
  • With Y. Ma, and D. Grewal, “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, 2013
  • "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