Faculty Directory

Kusum L. Ailawadi

Charles Jordan 1911, TU'12 Professor of 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


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
  • 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 Boards
    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.