Kusum L. Ailawadi


Curriculum Vitae


  • Ph.D. (Marketing), Darden Graduate School of Business Administration, University of Virginia, 1991.
    MBA, Indian Institute of Management, 1984.
    B.Sc. (Physics Honors) St. Stephens College, Delhi University, 1982.


Manufacturer-Retailer Interaction and Relative Performance
Consumer and Competitor Response to Marketing Mix and Policy Changes
Market Share, Costs, and Profitability


  1. Yu Ma, Kusum Ailawadi, Dinesh Gauri, and Dhruv Grewal (2011), "An Empirical Analysis of the Effect of Gasoline Prices on Consumer Shopping Behavior," Journal of Marketing, Vol. 75, Issue 2, 18-35.
    Featured as lead article in Insights from MSI, Spring 2010.
  2. Kusum Ailawadi, Jie Zhang, Aradhna Krishna, and Michael Kruger (2010), "When Wal-Mart Enters: How Incumbent Retailers React and How This Affects Their Sales Outcomes", Journal of Marketing Research, Vol. 47, Issue 4 (August), 577-593.
    Finalist for 2010 Paul E. Green Award.
  3. Kusum Ailawadi and Bari Harlam (2009), "Retailer Promotion Pass-Through: A Measure, Its Magnitude, and Its Determinants," Marketing Science, Vol. 28, No. 4, 782-791.
  4. Kusum Ailawadi, Koen Pauwels, and J.B. Steenkamp (2008), "Private Label Use and Store Loyalty," Journal of Marketing, Vol. 72, Issue 6, 19-30.
    Winner of 2009 Emerald Management Reviews Citation of Excellence Award for one of 50 best articles published in 2008 in the 400 top management journals of the world.
  5. Kusum Ailawadi, J.P. Beauchamp, Naveen Donthu, Dinesh Gauri, and Venkatesh Shankar (2008), "Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research," Journal of Retailing, Special Issue on Customer Experience Management in Retailing, Vol. 85, Issue 1, 42-55.
  6. Kusum Ailawadi, Karen Gedenk, Christian Lutzky, and Scott Neslin (2007), "Decomposition of the Sales Impact of Promotion-Induced Stockpiling," Journal of Marketing Research, Vol. 44, Issue 3 (August), 450-467.
  7. Kusum Ailawadi, Bari Harlam, Jacques Cesar, and David Trounce (2007), "Quantifying and Improving Promotion Profitability at CVS," Marketing Science, Vol. 26, No. 4 (July/August), 566-575.
    Finalist for 2005 INFORMS Society for Marketing Science Practice Prize. Ailawadi 5
  8. Kusum Ailawadi, Bari Harlam, Jacques Cesar, and David Trounce (2006), "Retailer Promotion Profitability: The Role of Promotion, Brand, Category, and Market Characteristics," Journal of Marketing Research, Vol. XLIII (November), 518-535. Lead article.
    Winner of MSI/JMR competition on Academic Practitioner Collaborative Research. Finalist for 2007 Paul E. Green Award.
  9. Kusum Ailawadi, Praveen Kopalle, and Scott Neslin (2005), "Predicting Competitive Response to a Major Policy Change: Combining Normative and Empirical Analysis," Marketing Science, Vol. 24, No. 1 (Winter), 12-24. Lead article.
    Winner of 2005 John D.C. Little Best Paper Award.
  10. Karen Gedenk, Scott Neslin, and Kusum Ailawadi (2005), "Sales Promotion", in Retailing in the 21st Century: Current and Future Trends, by Manfred Krafft and Murali Mantrala, Springer Verlag Publishers, 2005.


  1. Finalist, Paul E. Green Awards, Journal of Marketing Research, 2010 and 2007.
  2. Emerald Management Reviews Citation of Excellence Award, 2009.
  3. John D.C. Little Best Paper Award, Marketing Science, 2005.
  4. Outstanding Reviewer, Journal of Retailing (2010, 2003), Journal of Marketing (2009). Journal of Marketing Research (2008), Marketing Science (2005).
  5. Finalist, 2005 INFORMS Society for Marketing Science Practice Prize.
  6. Winner, Marketing Science Institute/Journal of Marketing Research Competition on “Practitioner-Academic Collaborative Research”, 2004.
  7. Harold H. Maynard Award for the Best Article on Marketing Theory and Thought, Journal of Marketing, 2004.
  8. First William Davidson Award for Best Contribution to Theory and Practice in Retail Marketing, Journal of Retailing, 1997.
  9. Listed in “The A List – World’s Most Respected Management Professors”, International Institute of Management, 2005, 2006.
  10. Finalist, 2003 William F. O’Dell Award for Most Significant Long-Term Contribution to Marketing Theory, Methodology and/or Practice, Journal of Marketing Research.


  1. Board of Trustees, Southern New Hampshire University, 2009 –
  2. Board of Academic Trustees, AiMark, 2009 –
  3. Area Editor, Journal of Marketing, 2011 –
  4. Associate Editor, International Journal of Research in Marketing, 2009 –
  5. Editorial Board, Journal of Marketing, 2004 –
  6. Editorial Board, Journal of Marketing Research, 2008 -
  7. Editorial Board, Journal of Retailing, 2000 -
  8. Editorial Board, International Journal of Research in Marketing, 2008 -
  9. Editorial Board, Marketing Science, 2005 -
  10. Editorial Board, Review of Marketing Science, 2003 -


  • Marketing Research
  • Marketing Strategy
  • Marketing Channels
  • Consumer Goods Marketing
  • Marketing Management
  • Business Statistics

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