Kusum L. Ailawadi

CHARLES JORDAN 1911 TU'12 PROFESSOR OF MARKETING

Research Articles

MANUFACTURER-RETAILER INTERACTION AND RELATIVE PERFORMANCE

MARKET RESPONSE TO ADVERTISING AND PROMOTION

MARKET SHARE, COSTS, AND PROFITABILITY

  • Kusum Ailawadi and Paul Farris (2004), "Causation and the Components of Market Share-ROI Models: The Role of Identities," in PIMS in Retrospect and Prospect, ed. Paul Farris and Michael Moore, Cambridge University Press.
  • Kusum Ailawadi, Donald Lehmann, and Scott Neslin (2003), "Revenue Premium as an Outcome Measure of Brand Equity," Journal of Marketing, Vol. 67, No. 4, 1-17. Lead article. Winner of Harold H. Maynard Award for best contribution to marketing theory and thought. Featured in Marketing News. Earlier version also published by the Marketing Science Institute, Report No. 02-102.
  • Kusum Ailawadi, Paul Farris, and Mark Parry (1999), "Market Share and ROI: Observing the Effect of Unobserved Variables", International Journal of Research in Marketing, Vol. 16, 17-33. Earlier version also published by the Marketing Science Institute, Report No. 93-117.
  • Kusum Ailawadi, Paul Farris, and Mark Parry (1997), "Explaining Variations in Advertising & Promotion/Sales Ratios: A Rejoinder", Journal of Marketing, Vol. 61 (1), 93-96.
  • Kusum Ailawadi, Paul Farris, and Mark Parry (1994), "Share and Growth are not Good Predictors of the A/S Ratio", Journal of Marketing, Vol. 58 (1), 86-97. Also published by the Marketing Science Institute, Report Number 93-105.
  • Paul Farris, Mark Parry, and Kusum Ailawadi (1992), "Structural Analysis of Models with Composite Dependent Variables", Marketing Science, Winter, 73-94.

OTHER PUBLICATIONS

  1. Kusum Ailawadi and Jackie Luan (2011), “Does Corporate Social Responsibility Build Consumer Loyalty?” in CMO Strategy, Advertising Age, May 24, 2011.
  2. Kusum Ailawadi (2009), “Three Not-So-Easy Ways to Become and Admired Marketer, in Economic Times, December 9.
    Kusum Ailawadi and Scott Neslin (2007), “Dodging the Risks of Major Marketing Change,” in CMO Strategy, Advertising Age, February 12.
  3. Kusum Ailawadi (2006), “Colgate Wave: Using Conjoint Analysis For Pricing”, in Optimization Modeling with Spreadsheets, by Kenneth Baker, Duxbury Press, 2006.
  4. Kusum Ailawadi (2003), Case Analysis, ITC’s e-Choupal: Taking e-Business to Farmers,” Case Folio, July, ICFAI Center for Management Research, Hyderabad, India.
  5. Kusum Ailawadi (2002), “Expert Commentary on Sales Promotion: A Pain in the Supply Chain” Harvard Business Review, Vol. 80, Issue 5 (May), 31-44.
                Quoted by Grocery Management Association in “Words Worth Repeating”.
  6. Kusum Ailawadi and Paul Farris (1994), Carnation Infant Formula (A), in Cases in Advertising and Promotion Management, Fourth edition, by John Quelch and Paul Farris, Irwin publishers.

Tuck School of Business at Dartmouth
100 Tuck Hall
Hanover, NH 03755
Tel: 603-646-2845
Fax: 603-646-1308
kusum.l.ailawadi@dartmouth.edu

RELATED LINKS

Marketing Science Institute
View asbtracts of Marketing Science Institute Reports (Enter report number in search field)


American Marketing Association