Kusum L. Ailawadi


Kusum Ailawadi is the Charles Jordan 1911 TU'12 Professor of Marketing at the Tuck School of Business at Dartmouth. Kusum’s research focuses on the strategic interaction and distribution of power between manufacturers and their distribution channel partners.  Her recent work examines the impact of store brands and promotions on the performance of manufacturers and retailers, and studies consumer, competitor, and retailer response to major marketing policy changes. 

Her work has been honored for excellence in collaborative research between academics and practitioners, and for outstanding application of marketing science methods to practice. She has examined the effectiveness of policy changes by packaged goods manufacturers like Procter & Gamble, assessed the profit impact of the strategies of retailers like Hannaford and CVS, and studied the reaction of incumbent retailers to a major entrant like Wal-Mart. She has consulted with or conducted training programs for companies like the Chubb Group, Doremus, Hasbro, Maxeda, The Parthenon Group, and Trinity Partners.

She is a recipient of best paper awards from top marketing journals like Journal of Marketing, Marketing Science, and Journal of Retailing; the winner of the Marketing Science Institute/Journal of Marketing Research competition for academic-practitioner collaborative research; and a finalist for multiple awards from the Journal of Marketing Research as well as the ISMS Practice Prize.  Recently, her Journal of Marketing paper on store brands and store loyalty was selected as one of the 50 best papers of 2008 published in all management journals.

Kusum is an associate editor for two major marketing journals – Journal of Marketing and International Journal of Research in Marketing.  She also serves on the editorial boards of Journal of Marketing Research, Journal of Retailing, Marketing Science, and Review of Marketing Science.  She is on the board of trustees of Southern New Hampshire University and of AiMark, a European organization that brings together academics, senior practitioners, and data providers to facilitate research and idea exchange.
She currently teaches electives on Managing the Marketing Channel and Marketing Research in Tuck's MBA program. Previously, she taught the Statistics for Managers course in Tuck's MBA core and an elective in Marketing Strategy for many years. She has also taught in several of Tuck's general and specialized executive programs. 

Kusum received her PhD from the University of Virginia and taught at the Darden School at the University of Virginia and the Wallace E. Carroll School of Management at Boston College before joining Tuck in 1993. Before entering the PhD program, she worked in marketing management for Computer Maintenance Corporation (CMC) Ltd. in India. Kusum received her undergraduate degree with honors in physics from St. Stephens College, Delhi University, and her MBA from the Indian Institute of Management in Bangalore.


Finalist, Paul E. Green Awards, Journal of Marketing Research, 2010 and 2007.

Emerald Management Reviews Citation of Excellence Award, 2009.

John D.C. Little Best Paper Award, Marketing Science, 2005.

Winner, Marketing Science Institute/Journal of Marketing Research Competition on “Practitioner-Academic Collaborative Research”, 2004.

Harold H. Maynard Award for the Best Article on 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.

Outstanding Reviewer, Journal of Retailing (2010, 2003), Journal of Marketing (2009). Journal of Marketing Research (2008), Marketing Science (2005).

Plenary Speaker on Academic-Practitioner Research Collaboration, AMA Sheth Consortium, 2008.

Expert Commentator on Sales Promotions, Harvard Business Review, 2002
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Matthew Slaughter


Tuck School of Business at Dartmouth
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