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Professor of Marketing & Director, China India Consumer Insights (CICI) Program

Professor K. Sudhir is professor of marketing and director of the Yale China India Consumer Insights (CICI) Program. His research focuses on gaining market insights by analyzing consumer and firm actions through econometric modeling. His research covers a variety of industries: autos, entertainment, frequently purchased consumer goods, retailing, and financial services.

As director of the China India Consumer Insights Program, he is currently focused on research on consumers in emerging markets. By bringing together researchers from disciplines such as economics, psychology, and sociology, the program seeks to advance a holistic understanding of these markets and their evolution. Research issues of interest to the program will include consumption behavior, savings and investment behavior, decision making in organizations, and the impact of India and China on the rest of the world.

He has consulted for several Fortune 500 firms across many industries such as technology, financial services, entertainment, and retailing, specializing in analyzing their internal data to obtain actionable market insights.

Professor Sudhir’s research has been honored with numerous awards across all major quantitative marketing journals. He received the Bass award at Marketing Science and the Lehmann award at the Journal of Marketing Research; he has honorable mentions for the Wittink award in Quantitative Marketing and Economics and Best paper award in International Journal of Research in Marketing. He has also been a finalist for the Little Award at Marketing Science and the Paul Green Award at Journal of Marketing Research.

He serves on the editorial boards of all the leading quantitative marketing journals: Area Editor at Marketing Science, Associate Editor at Management Science, Associate Editor at Quantitative Marketing and Economics and Editorial Board Member at Journal of Marketing Research.

Consultancies
IBM
HP
Webster Bank
Mediacom

Achievements and Awards
Winner, Don Lehmann Award, Best Paper based on Doctoral Dissertation, Journal of Marketing Research, 2007
Honorable Mention, Dick Wittink Best Paper Award, Quantitative Marketing and Economics, 2006
Finalist, Paul Green Best Paper Award, Journal of Marketing Research, 2006
Winner, Frank M. Bass Best Dissertation Paper Award, Marketing Science, 2003
Honorable Mention, Best Paper Award, International Journal of Research in Marketing, 2001
Finalist, John D.C. Little Best Paper Award, Marketing Science, 2001
Young Scholars Program, Marketing Science Institute, 2003
AMA-Sheth Doctoral Consortium Faculty, 2005,2006, 2008
Marketing Science Doctoral Consortium Faculty, 2007, 2008

Editorships
Area Editor:
Marketing Science

Associate Editor:
Management Science and Quantitative Marketing and Economics 

Editorial Board:
Journal of Marketing Research

Referee:
American Economic Review
Management Science
Journal of Economics and Management Strategy
Journal of Business
International Journal of Research in Marketing
Marketing Letters
Review of Industrial Organization

Selected Articles
"Switching Costs and Market Competitiveness: De-Constructing the Relationship" (with J. Shin), Journal of Marketing Research, forthcoming

"The Temporal and Spatial Dimensions of Price Search: Insights from Matching Household Survey and Purchase Data" (with D. Gauri and D.Talukdar), Journal of Marketing Research, February, 2008
 
"Optimal Marketing Strategies for a Customer Data Intermediary" (with J. Pancras), Journal of Marketing Research, November, 2007. (Winner, Don Lehmann Award, Best Paper based on a Doctoral Dissertation, Journal of Market Research, 2007).Previously titled: "Personalization Services Firms: What to Sell, To Whom to Sell and For How Much"

"Competitive Pricing under State Dependent Demand: Do Firms Look Ahead? How Far Ahead?" (with H. Che and P.B. Seetharaman), Journal of Marketing Research, August, 2007
 
"Passthrough Timing," (with S. Meza), Quantitative Marketing and Economics, November, 2006 (Honorable Mention, Dick Wittink Best Paper Award in Quantitative Marketing and Economics)

"Do Slotting Allowances Enhance Efficiency or Hinder Competition?" (with V.R. Rao), Journal of Marketing Research, Vol. 43, No. 2, 137-155, May, 2006 (Lead Article. Finalist Paul Green Best Paper Award in the Journal of Marketing Research)

"Recent Advances in Structural Modeling: Dynamics, Product Positioning and Entry," (with J.P. Dube, A. Ching, G.S. Crawford, M. Draganska, J.T. Fox, W. Hartmann, G.J. Hitsch, V.B. Viard, N. Vilcassim and M. Villas-Boas), Marketing Letters, December, 2005 (2004 Choice Conference based Special Issue)

"Time Varying Competition," (with P. Chintagunta and V. Kadiyali), Marketing Science, 96-109, Winter, 2005

Working Papers
"Beating the Average with Conditional Averages: Target Selection with Geo-Demographic Joint Distributions" (with J.Duan and S. Sancheti)

"Managing Customer Relationships Under Competition: Punish or Reward Current Customers?" (with J. Shin)

"Dynamic Market Structure in a Durable Goods Market: The Effect of a New Product Form"  (with J. Luan)

"In Favor or Out of Favor: Effects of Store Brand Introduction on Retailer Pricing of National Brands" (with S. Meza)

"Forecasting Advertising Responsiveness for Short Lifecycle Products: The Case of DVDs" (with J. Luan)

"Optimal Inter-release Time Between Sequentially Released Products" (with J. Luan)

Education
PhD Cornell University, 1998
MS Cornell University, 1997
MTech Indian Institute of Technology, 1991
BE Anna University, 1989