Research Articles
MANUFACTURER-RETAILER INTERACTION AND RELATIVE PERFORMANCE
- Kusum Ailawadi, Eric Bradlow, Michaela Draganska, Vincent Nijs,
Robert Rooderkerk, K. Sudhir, Kenneth Wilbur, and Jie Zhang (2010), "Empirical Models of Manufacturer-Retailer Interaction: A Review and
Agenda for Future Research," Marketing Letters, Vol. 21, Issue 3,
p273-285.
- 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.
- Kusum Ailawadi and Bari Harlam (2004), "An Empirical Analysis of the
Determinants of Retail Margins: The Role of Store Brand Share," Journal
of Marketing, Vol. 68, No. 1, 147-166.
Earlier version also published by the Marketing Science
Institute, Report No. 02-109.
- Kusum Ailawadi and Kevin Keller (2004), "Understanding Retail
Branding: Conceptual Insights and Research Priorities", Journal of
Retailing, Vol. 80, Issue 4 (Winter), 331-342.
Most downloaded article from Journal of Retailing, Science
Direct 2005, 2006.
- Kusum Ailawadi (2001), "The Retail Power-Performance Conundrum: What
Have We Learned?" Journal of Retailing, Vol. 77, No. 3, 299-318. Lead
article. In top ten most downloaded articles from Journal of Retailing,
Science Direct 2004.
- Kusum Ailawadi, Scott Neslin, and Karen Gedenk (2001), "Pursuing the
Value Conscious Consumer: Store Brands Versus National Brand
Promotions," Journal of Marketing Vol. 65, No. 1 (January), 71-89.
- Kusum Ailawadi, Paul Farris, and Ervin Shames (1999), "Trade
Promotion: Essential to Selling Through Resellers", Sloan Management
Review, Vol. 41, No. 1 (Fall), 83-92.
- Kusum Ailawadi, Norm Borin, and Paul Farris (1995), "Market Power and
Performance: A Cross-Industry Analysis of Manufacturers and Retailers",
Journal of Retailing, Vol. 71 (3), 211-248. Lead article. Winner of
first William Davidson Award for the best contribution to theory and
practice in retail marketing, awarded by Journal of Retailing in 1997.
- Paul Farris and Kusum Ailawadi (1992), "Retail Power: Monster or
Mouse?" Journal of Retailing, Vol. 68 (4), 351-369. Featured in Stores
(October 1993). Also published by invitation by Marketing Science Institute,
Report Number 92-129.
MARKET RESPONSE TO ADVERTISING AND PROMOTION
- Yu Ma, Kusum Ailawadi, Dinesh Gauri, and Dhruv Grewal (2010),"An
Empirical Analysis of the Effect of Gasoline Prices on Consumer Shopping
Behavior," Journal of Marketing, Vol. 75, Issue 2, 18-35. Earlier version published in MSI Working Paper Series 2010, No.
10-100.
Featured as lead article in Insights from MSI, Spring 2010.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- Kusum Ailawadi, Donald Lehmann, and Scott Neslin (2001), "Market
Response to a Major Policy Change in the Marketing Mix: Learning from
P&G's Value Pricing Strategy," Journal of Marketing, Vol. 65, No. 1
(January), 44-61. Featured in Marketing News.
- Kusum Ailawadi, Karen Gedenk, and Scott Neslin (1999), "Heterogeneity and Purchase Event Feedback in Choice Models: An
Empirical Analysis with Implications for Model Building", International
Journal of Research in Marketing, Vol. 16, 177-198. Lead article.
- Kusum Ailawadi and Scott Neslin (1998), "The Effect of Promotion on
Consumption: Buying More and Using it Faster", Journal of Marketing
Research, Vol. 35, 390-398.
Finalist for 2003 William F. O'Dell Award for the most
significant long-term contribution to marketing theory, methodology,
and/or practice.
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
- Kusum Ailawadi and Jackie Luan (2011), “Does Corporate Social Responsibility Build Consumer Loyalty?” in CMO Strategy, Advertising Age, May 24, 2011.
- 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.
- Kusum Ailawadi (2006), “Colgate Wave: Using Conjoint Analysis For Pricing”, in Optimization Modeling with Spreadsheets, by Kenneth Baker, Duxbury Press, 2006.
- Kusum Ailawadi (2003), Case Analysis, ITC’s e-Choupal: Taking e-Business to Farmers,” Case Folio, July, ICFAI Center for Management Research, Hyderabad, India.
- 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”.
- 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.