Faculty Directory

Kusum L. Ailawadi

Charles Jordan 1911, TU'12 Professor of Marketing



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

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

  • "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


  • Emerald Citation of Excellence Award (top 50 papers across all management fields)
  • Emerald Management Reviews, 2008
  • John D.C. Little Best Paper Award, INFORMS, 2005
  • Winner, JMR/MSI Competition on Academic-Practitioner Collaborative Research, 2004
  • Harold H. Maynard Award for Best Contribution to Marketing Theory and Thought, Journal of Marketing, 2004
  • First William Davidson Award for Best Contribution to Theory and Practice in Retail Marketing, Journal of Retailing, 1997

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

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.