VKCLV

CLV KNOWLEDGE SOURCE

Journal Articles

The below articles are related to the concept of Customer Lifetime Value.
For a complete list of Dr. Kumar’s articles please see his full vitae.

Books

Book Chapters

For a complete list of Dr. V. Kumar’s Publications please see his Full Vitae⇨

Forthcoming
  • Gupta, Shaphali, Leszkiewicz, Agata, Kumar, V., Bijmolt, Tammo, Potapov, Dmitriy, “Digital Analytics: Modeling for Insights and New Methods,” Journal of Interactive Marketing.
  • Hollebeek, L., V Kumar, and R. Srivastava, “From Customer-, to Actor-, to Stakeholder Engagement: Taking Stock, Conceptualization, and Future Directions,” Journal of Service Research.
  • Kumar, V., A Dixit, R. Javalgi, and N. Turken, (forthcoming), “Can Artificial Intelligence Overshadow Human Intelligence,” Management and Business Review.
  • Kim, Kihyun H. and V. Kumar “Money or Friendship? Winning over Customers,” Management and Business Review. Kumar, V. and Mani Vannan, “It Takes Two to Tango: Statistical Modeling”
  • Kumar, V. and Mani Vannan, “It Takes Two to Tango: Statistical Modeling and Machine Learning,” , Journal of Global Scholars of Marketing Science.
2021
  • Kumar, V., and D. Ramachandran (2021), “Developing Firms’ Growth Approaches as a Multidimensional Decision to Enhance Key Stakeholders’ Wellbeing”, International Journal of Research in Marketing, https://doi.org/10.1016/j.ijresmar.2020.09.004
2020
  • Kumar, V. and R. Srivastava, “New Perspectives on Business Model Innovations in Emerging Markets,” Journal of the Academy of Marketing Science.
  • Kumar, V. Ramachandran, Divya and Binay Kumar.“Influence of New-Age Technologies on Marketing: A Research Agenda”, Journal of Business Research. https://doi.org/10.1016/j.jbusres.2020.01.007
  • Meire, Mattijs, Hewett, Kelly, Ballings, Michel,Kumar, V. and Dirk Van de Poel “Not All Social Media Posts Are Equal” featured in Harvard Business Review, March, p. 25.
  • Kumar, V., Saboo, Alok, Agarwal, Amit and Binay Kumar. “Generating Competitive Intelligence with Limited Information: A Case of Multimedia Industry,” Production & Operations Management, Vol. 29 (1) January 2020, pp. 192–213.
  • Kopalle, Praveen K.,Kumar, V. and Mohan Subramaniam,“How Legacy Firms Can Embrace the Digital Ecosystem Via Digital Customer Orientation,” Journal of the Academy of Marketing Science, 48, 114–131.
2019
  • Meire, Mattijs, Hewett, Kelly, Ballings, Michel, Kumar, V. and Dirk Van de Poel . “The Role of Marketer-Generated Content in Customer Engagement Marketing,” Journal of Marketing, Vol. 83 (6), pp. 21-42.
  • Xiao, L and V. Kumar . “Robotics for Customer Service: A Useful Complement or an Ultimate Substitute?” [published online September 30, 2019] Journal of Service Research. doi.org:10.1177/1094670519878881
  • Kumar, V., Rajan, Bharath, Venkatesan, Rajkumar and Jim Lecinski. “Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing,” California Management Review, Vol. 61 (4), pp. 135-155.
  • Chang, Yaping, Li, You, Yan, Jun and V. Kumar “Getting More Likes: The Impact of narrative Person and Brand Image on Customer-brand Interactions,” Journal of the Academy of Marketing Science, pp. 1-19.
  • Sharma, Amalesh, Kumar, V., and Koray Cosguner. “Modeling Emerging Market Firms’ Competitive Price and Retail Distribution Strategies,” Journal of Marketing Research, Vol. 56 (3), pp. 439-458
  • Kumar, V., Bharath Rajan, Shaphali Gupta, and Ilaria Dalla Pozza (2019) “Customer Engagement in Service,” Journal of the Academy of Marketing Science, Vol. 47, No.1, pp. 138–160.
2018
  • Kumar, V., Nim, Nandini and Amalesh Sharma. “Driving the Growth of M- Wallets in Emerging Markets: A Retailer’s Perspective,” Journal of the Academy of Marketing Science, Vol. 47 (4), pp. 747-769.
  • Sharma, Amalesh, Saboo, Alok and V.Kumar “Investigating the Influence of Characteristics of New Product Introduction Process on Firm Value: The Case of Pharmaceutical Industry,” Journal of Marketing, Vol. 82 (5), pp. 66-85.
  • Sharma, A., Saboo, A., and V. Kumar Finding the Perfect Pace for Product Launches, Harvard Business Review, July-August, pp. 20-22.
  • Kumar, V., Anand, Ankit and Nandini Nim . “Assessing the Relative Impact of Major Sources of Innovation on the Brand Equity of a Firm: A Conceptual Framework and Propositions:” Review of Marketing Research, Emerald Group Publishing Limited, Vol. 15, pp. 103-146.
  • Kumar, V., Ashley Goreczny and Todd Maurer, “What Drives a Salesperson’s Goal Achievement? An Empirical Examination,” Journal of Business and Industrial Marketing, Vol. 33 (1), pp. 3-18.
  • Andrew Petersen, Kumar, V., Yolanda Polo, and F. Javier Sese,  “Unlocking the power of marketing: understanding the links between customer mindset metrics, behavior, and profitability,” Journal of the Academy of Marketing Science, Vol. 46 (5), pp. 813-836. (Finalist the 2018 Sheth Foundation Award for the Best Paper published in the Journal of the Academy of Marketing Science)
  • Kim, Kihyun and Kumar, V., “The Relative Influence of Economic and Relational Direct Marketing Communications on Buying Behavior in B2B Markets,” Journal of Marketing Research, Vol. 55 (1), pp. 48-68
  • Kumar, V., “A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation,” Journal of Marketing, Vol. 82 (1), pp. 1-19.
  • Kumar, V., Agata Leszkiewicz, and Angeliki Christodoulopoulou (2018), “Are You Back for Good or Still Shopping Around? Investigating Customers’ Repeat Churn Behavior,” Journal of Marketing Research, Vol. 55 (2), pp. 208-225.
  • Sood, Ashish, and Kumar, V., “Client Profitability of Diffusion Segments across Countries for Multigenerational Innovations: The Influence of Firm, Market, and Cross-National Differences,” Journal of International Business Studies, Vol. 49 (9), pp. 1237–1262
  • Gupta, Shaphali, Anita Pansari, and Kumar, V. , “Global Customer Engagement,” Journal of International Marketing, Vol. 26 (1), pp. 4-29.
 2017
  • Kumar, V., Nim, Nandini and Amalesh Sharma “M-Wallets: Marketing Power or a Hype,” Journal of World Marketing Summit, Vol. 03, No. 1.
  • Umashankar, Nita, Bhagwat, Yashoda and V. Kumar . “Do Loyal Customers Really Pay More for Services?” Journal of the Academy of Marketing Science, Vol. 45 (6), pp. 807–826. (Finalist, the 2017 Sheth Foundation Award for the Best Paper published in the Journal of the Academy of Marketing Science).
  • Sood, Ashish and Kumar, V. “Analyzing Client Profitability across Diffusion Segments for a Continuous Innovation,” Journal of Marketing Research, Vol. 54, No. 6, pp. 932-951
  • Zhang, Xi, Kumar, V. and Koray Cosguner, (2017) “Dynamically Managing a Profitable Email Marketing Program,” Journal of Marketing Research, Vol. 54 (6), pp. 851-866.
  • Saboo, Alok, Kumar, V. and Ankit Anand . “Assessing the Impact of Customer Concentration on IPO and Balance-Sheet Based Outcomes,” Journal of Marketing, Vol. 81 (6), pp. 42-61. (Finalist, the 2018 Hunt/Maynard Award for the paper published in Journal of Marketing in 2017 for the best contribution to the theory of marketing.)
  • Kumar, V., Dogan, Orhan and Avishek Lahiri “Engaging Customers in the App World through Smart Analytics,” Mind Your Marketing, 2 (1), pp. 83-94.
  • Kumar, V. and Bharath Rajan (2017). “What’s In It for Me? The Creation and Destruction of Value for Firms from Stakeholders,” Journal of Creating Value, Vol. 3 (2), pp. 1-15.
  • Sundar, Sarang, V. Kumar, Ashley Goreczny and Todd Maurer (2017), “How to Predict Turnover on Your Sales Team,” Harvard Business Review, July-August, pp. 22-24.
  • Kumar, V. (2017). “The Role of University Research Centers in Producing Scholarly Research,” Journal of the Academy of Marketing Science, Vol. 45 (4), pp. 453-458.
  • Kumar, V. and Amalesh Sharma (2017). “Leveraging marketing analytics to improve firm performance: Insights from implementation,” Applied Marketing Analytics, Vol. 3 (1) pp. 58-69.
  • Shah, Denish, Kumar, V., Kim, Kihyun H. and Jeewon (Brianna) Choi (2017). “Linking Customer Behaviors to Cash Flow Level & Volatility: Implications for Marketing Practices,” Journal of Marketing Research, Vol. 54 (1), pp. 27-43.
  • Sundar, Sarang, V. Kumar, Ashley Goreczny and Todd Maurer (2017), “Why do Salespeople Quit? An Empirical Examination of Own & Peer Effects on Salesperson Turnover Behavior,” Journal of Marketing Research, Vol. 54 (3), pp. 381-397.
  • Kumar, V., Saboo, Alok, Chakravarty, Anindita and Sharma Amalesh. “Influencing Acquisition Performance: Role of Innovation and Relational Overlap,” Journal of Marketing Research, Vol. 54 (2), pp. 219-238.
  • Anita Pansari and Kumar, V. (2017), “Customer Engagement – The Construct, Antecedents and Consequences,” Journal of the Academy of Marketing Science, 45 (3) pp. 294-311.
  • Kumar, V., Sharma, Amalesh, and Shaphali Gupta (2017). “Assessing the Influence of Strategic Marketing Research on Generating Impact: Moderating roles of Models, Journals and Estimation Approaches,” Journal of the Academy of Marketing Science, Vol. 45 (2), pp. 164-185.
  • Kumar, V. “Integrating Theory and Practice in Marketing,” Journal of MarketingVol. 81 (2), pp. 1-7.
2016
  • Saboo, Alok, Kumar, V. and G. Ramani, (2016). “Evaluating the Impact of Social Media Activities on Human Brand Sale,” International Journal of Research in Marketing, Vol. 33 (3), 524-541.
  • Sundar, Sarang, Kumar. V, and Yi Zhao (2016). “Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industry, Journal of Marketing Research, Vol. 53 (6), 901-921. (Winner of the 2017 Donald R. Lehmann Award for the Best dissertation-based article published in the Journal of Marketing or Journal of Marketing Research)
  • Kumar, V., Keller, Kevin and Kay Lemon (2016). “Mapping the Boundaries of Marketing: What Needs to be Known,” Journal of Marketing, Vol. 80 (6), pp. 1-5.
  • Kumar, V. . “Is Customer Satisfaction a (Ir)Relevant Metric?,” Journal of Marketing, Vol. 80 (5), pp. 108-109.
  • Kumar, V. and Werner Reinartz . “Creating and Enduring Customer Value,” Journal of Marketing, Vol. 80 (6), pp. 36-68. (Finalist, the 2017 MSI/ H. Paul Root Award for the paper published in Journal of Marketing in 2016 that best contributes to the practice of Marketing.) (Finalist, the 2017 Harold H. Maynard Award for the paper published in Journal of Marketing in 2016 for the best contribution to the theory of marketing.)
  • Kumar, V. and Anita Pansari “Competitive Advantage through Engagement,” Journal of Marketing Research, Vol. 53 (4), pp. 497-514.
  • Kumar, V. and Shaphali Gupta “Conceptualizing the Evolution and Future of Advertising,” Journal of Advertising, Vol. 45 (3), pp. 302-317.
  • Holm, Morten, Kumar, V. and Thomas Plenborg “An Investigation of Customer Accounting Systems As A Source Of Sustainable Competitive Advantage,” Advances in Accounting, Vol. 32 (March), pp. 18-30.
  • Kumar, V., Bhagwhat, Yashoda and Xi (Alan) Zhang (2016). “Winning Back Lost Customers,” Harvard Business Review, March, pp. 22-23.
  • Baker, Andrew, Donthu, Naveen and V. Kumar . “Investigating How Word of Mouth Conversations About Brands Influence Purchase and Retransmission Intentions,” Journal of Marketing Research, Vol. 53 (2), pp. 225-239.
  • Kumar, V., Dixit, Ashutosh, Javalgi, Rajshekar (Raj) G. and Mayukh Dass (2016). “Research framework, strategies, and applications of intelligent agent technologies in marketing,” Journal of the Academy of Marketing Science, Vol. 44 (1), pp. 24-45. (Finalist for the 2017 Sheth Foundation Award for the Best Paper Published in Journal of the Academy of Marketing Science)
  • Kumar, V. “My Reflections on Publishing in Journal of Marketing (Editorial),” Journal of Marketing, Vol. 80 (1), pp. 1-6.
2015
  • Kumar, V. and Bharath Rajan (2015). “Insights for Decision Making in a Global and Digital Marketing Environment,” Journal of World Marketing Summit (Issue dedicated to Phillip Kotler), Vol. 1 (1), pp. 28-37.
  • Kumar, V., Amalesh, Sharma, Naveen ,Donthu and Carey Rountree (2015), “Implementing Integrated Marketing Science Modeling at a Non-Profit Organization: Balancing Multiple Business Objectives at Georgia Aquarium,” Marketing Science, Vol 34 (6), pp. 804-814. (Finalist for the 2013-14 Gary L. Lilien ISMS- MSI Practice Prize.)
  • Kumar, V., Yashoda, Bhagwat, and Xi (Alan) Zhang (2015), “Regaining “Lost” Customers: The Predictive Power of First Lifetime Behavior, the Reason for Defection, and the Nature of the Winback Offer,” Journal of Marketing, Vol 79 (4), pp. 34-55.
  • Kumar, V., Sunder, Sarang, and Robert P. Leone (2015). “Who’s Your Most Valuable Salesperson?” Harvard Business Review, April, Vol. 93(4), pp.62–68.
  • Kumar, V. and Anita Pansari , “Measuring the Benefits of Employee Engagement,” MIT Sloan Management Review, Vol. 56 (4), pp. 67-72.
  • Kumar, V., Amalesh Sharma, Naveen, Donthu, and Carey Rountree, “Boosting the Demand in Experience Economy,” Harvard Business Review, Vol. 93(1), pp. 24-26.
  • Petersen, J. Andrew, and Kumar V (2015), “Perceived Risk, Product Returns, and Optimal Resource Allocation: Evidence from a Field Experiment,” Journal of Marketing Research, Vol. 52 (2), pp. 268-285.
  • Kumar, V. “Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For (Editorial),” Journal of Marketing, Vol. 79 (1), pp. 1-9.
  • Shah, Denish, Kumar, V. and Yi Zhao (2015). “Diagnosing the Brand Performance: Accounting for the Dynamic Impact of Product Availability with Aggregate Data,” Journal of Marketing Research, Vol. 52 (2), pp. 147-165.
  • Petersen, J. Andrew, Kushwaha, Tarun and V. Kumar . “Marketing Communication Strategies and Consumer Financial Decision Making: Role of National Culture,” Journal of Marketing, Vol. 79 (1), pp. 44-63.
  • Kumar, V. (2015). “Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For (Editorial),” Journal of Marketing, Vol. 79 (1), pp. 1-9.
2014
  • Shah, Denish, Kumar, and Kihyun (Hannah) Kim (2014), “Managing Customer Profits: The Power of Habits,” Journal of Marketing Research, Vol. 51 (6), pp. 726-741.
  • Kumar, V., Sarang Sunder, and Robert P. Leone (2014), “Measuring and Managing a Salesperson’s Future Value to the Firm,” Journal of Marketing Research, Vol. 51 (5), pp. 591-608.
  • Kumar, V., Nita Umashankar, Kihyun (Hannah) Kim, and Yashoda Bhagwat (2014), “Assessing the Influence of Economic and Customer Experience Factors on Service Purchase Behaviors,” Marketing Science, Vol. 33 (5), pp. 693-711.
  • Kumar, V. (2014). “My Plans for the Journal of Marketing, An Editor-in-Chief’s Perspective (Editorial),” Journal of Marketing, Vol. 78 (4), pp. 1-4.
  • Kumar, V. and Angeliki Christodoulopoulou (2014). “Sustainability and Branding: An Integrated Perspective,” Industrial Marketing Management, Vol. 43 (1), pp. 6-15.
  • Kumar, V. and Anita Pansari (2014). “The Construct, Measurement, and Impact of Employee Engagement: a Marketing Perspective,” Customer Needs and Solutions, Vol. 1 (1), pp. 52-67.
2013
  • Jayachandran, Satish, Kaufman, Peter, Kumar, V., and Kelly Hewett (2013). “Brand Licensing: What Drives Royalty Rates?” Journal of Marketing. Vol. 77 (5), pp. 108- 122.
  • Bohling, Timothy, Kumar, and Riddhi Shah (2013), “Predicting Purchase Timing, Product Choice, and Purchase Amount for a Firm’s Adoption of a Radically Innovative Information Technology: An Analysis of Cloud Computing Services,” Service Science, Vol. 5, 102-123.
  • Kumar, V., Vikram Bhaskaran, Rohan Mirchandani, and Milap Shah (2013), “Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles & Tangibles for Hokey Pokey,” Marketing Science. V 32(2), pp. 194-212. (Winner of the 2011-12 Gary L. Lilien ISMS- MSI Practice Prize for outstanding marketing science work that has had significant organizational impact.)
  • Gupta, Suraksha and V. Kumar. “Sustainability as a Corporate Culture of a Brand for Superior Performance,” Journal of World Business, Vol. 48 (3), pp. 311-320.
  • Kumar, V., Chattaraman, Veena, Neghina, Carmen, Skiera, Bernd, Aksoy, Lerzan, Buoye, Alexander and Joerg Henseler (2013). “Data-Driven Services Marketing in a Connected World,” Journal of Service Management, Vol. 24 (3), pp. 330-352.
  • Kumar, V., A. Petersen and R. P. Leone (2013), “Defining, Measuring and Managing Business Reference Value,” Journal of Marketing, Vol. 77 (1), pp. 68-86.
  • Luo, Anita Man, and Kumar (2013), “Recovering Hidden Buyer-Seller Relationship States to Measure the Return on Marketing Investment in Business-to-Business Markets,” Journal of Marketing Research, Vol. 50 (1), pp. 143-160. (Winner of the 2014 Donald R. Lehmann Award for the Best dissertation-based article published in the Journal of Marketing or Journal of Marketing Research.)
  • George, Morris, Kumar, and Dhruv Grewal (2013), “Maximizing Profits for a Multi-Category Catalog Retailer,” Journal of Retailing, Vol. 89 (4), pp. 374-396.
  • Kumar, V., Ilaria Dalla Pozza and Jaishankar Ganesh (2013), “Revisiting the Satisfaction-Loyalty Relationships: Empirical Generalizations and Directions for Future Research,” Journal of Retailing, Vol. 89 (3), pp. 246-262. (Runner-up, the 2015 Davidson Award for the Best Paper published in the Journal of Retailing in a 2-year period (2013 – 2014).)
2012
  • Shah, Denish and Kumar (2012), “The Dark Side of Cross-Selling,” Harvard Business Review, Vol. 90 (12), pp. 21-23.
  • Kumar, V. and  Rohan  Mirchandani (2012),  “Increasing  the  ROI  of  Social  Media Marketing,” MIT Sloan Management Review, Vol. 54 (1), pp. 55-61.
  • Kumar, V. and Bharath Rajan (2012). “The Perils of Social Coupon Campaigns,” ,MIT Sloan Management Review, Vol. 53 (4), pp. 13-14.
  • Shah, Denish, Kumar, Yingge Qu, and Sylia Chen (2012), “Unprofitable Cross- buying: Evidence from Consumer & Business Markets,” Journal of Marketing, Vol. 76 (3), pp. 78-95.
  • Kumar, V. and Bharath Rajan (2012). “Social Coupons as a Marketing Strategy: A Multifaceted Perspective,” Journal of the Academy of Marketing Science, Vol. 40 (1), pp. 120-136.
  • Holm, Morten, Kumar, and Carsten Rohde (2012), “Measuring Customer Profitability in Complex Environments: An Interdisciplinary Contingency Framework,” Journal of the Academy of Marketing Science, Vol. 40 (3), pp. 387-401. Online First June 2011 (pp. 1-15).
  • Pancras, Joseph, S. Sriram, and Kumar (2012), “Empirical Investigation of Retail Expansion and Cannibalization in a Dynamic Environment,” Management Science, Vol. 58 (11), pp. 2001-2018.
  • Kumar, V., Jones, Eli, Venkatesan, Rajkumar and R.P. Leone (2011). “Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?” Journal of Marketing, Vol. 75 (1), pp. 16-30. (Finalist, the 2011 Harold H. Maynard Award for the Best paper Published in the Journal of Marketing)
2011
  • Rust, Roland T., Rajkumar Venkatesan, and Kumar (2011), “Will the Frog Change into a Prince? Predicting Future Customer Profitability,” International Journal of Research in Marketing, Vol. 28 (4), pp. 281-294. (Finalist for the 2012 Best Paper Award published in the International Journal of Research in Marketing.)
  • Kumar, V., S. Sriram, Anita Man Luo, and Pradeep Chintagunta (2011), “Assessing the Effect of Marketing Investments in a Business Marketing Context,” Marketing Science, Vol. 30 (5), pp. 924-940.
  • Kumar, V., and Denish Shah (2011), “Can Marketing Lift Stock Prices?” MIT Sloan Management Review, Vol. 52 (4), pp. 24-26.
  • Kumar, V. and Denish Shah (2011). “Uncovering Implicit Customer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities’ variable Annuity Sales,” Marketing Science, Vol. 30 (4), pp. 595-603
2010
  • Lilien, Gary, Douglas Bowman, Min Ding, Rajdeep Grewal, Abbie Griffin, Kumar, Das Narayandas, Renana Peres, and Raji Srinivasan (2010), “Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda,” Marketing Letters, Vol. 21 (3), pp. 287-299.
  • Kumar, V., Lerzan Aksoy, Bas Donkers, Thorsten Wiesel, Rajkumar Venkatesan and Sebastian Tillmanns (2010), “Undervalued Customers: Capturing Total Customer Engagement Value,” Journal of Service Research, Vol. 13 (3), August, pp. 297-310.
  • Kumar, V. (2010), “A Customer Lifetime Value-based Approach to Managing Marketing in the Multichannel, Multimedia Retailing Environment” Journal of Interactive Marketing, Vol. 24 (2), pp. 71-85. (Winner of the 2015 Editor’s Choice Award for the Best Paper published in the Journal of Interactive Marketing in a five year period (2010-2014).)
  • Kumar, V., A. Petersen and R. P. Leone (2010), “Driving Profitability by Encouraging Customer Referrals: Who, When and How,” Journal of Marketing, Vol. 74 (5), pp. 1-17.
  • Petersen, J. Andrew, and Kumar (2010), “Can Product Returns Make You Money?” MIT Sloan Management Review, Vol. 51 (3), pp. 85-89.
  • Kumar, V. and Yashoda Bhagwat (2010). “Listen to the Customer,” Marketing Research: A Magazine of Management and Applications, Vol. 22 (2), pp. 14-19.
2009
  • Kumar, V., Rajkumar Venkatesan and Bharath Rajan (2009), “Implementing Profitability through a Customer Lifetime Value Framework,” Marketing Intelligence Review, Vol. 1 (2), pp. 32-43.
  • Krasnikov, Alexander, Satish Jayachandran and Kumar (2009), “The Impact of CRM Implementation on Cost and Profit Efficiencies: Evidence from US Commercial Banking Industry,” Journal of Marketing, Vol. 73 (6), pp. 61-76.
  • Kumar, V., and Denish Shah (2009), “Expanding the Role of Marketing: From Customer Equity to Market Capitalization,” Journal of Marketing, Vol. 73 (6), pp. 119-136. (Winner of the 2009 MSI/ H. Paul Root Award for the Best paper Published in the Journal of Marketing.)
  • Kumar, V., and Bharath Rajan (2009), “Nurturing the Right Customers,” Strategic Finance, Vol. 91 (3), pp. 27-33.
  • Petersen, J. Andrew, and Kumar (2009), “Are Product Returns a Necessary Evil? Antecedents and Consequences,” Journal of Marketing, Vol. 73 (3), pp. 35-51. (Winner of the 2010 Donald R. Lehmann Award for the Best dissertation-based article published in the Journal of Marketing or Journal of Marketing Research. Finalist, the 2009 MSI/ H. Paul Root Award for the Best paper Published in the Journal of Marketing. Finalist, the 2009 Harold H. Maynard Award for the Best paper Published in the Journal of Marketing.)
  • Kumar, V., Ilaria Dalla Pozza, J. Andrew Petersen, and Denish Shah (2009), “Reversing the Logic: The Path to Profitability through Relationship Marketing,” Journal of Interactive Marketing, Vol. 23 (2), pp. 147-156.
  • Kumar, V., Fan, Jia, Gulati, Rohit and P. Venkat (2009). “Marketing-Mix Recommendation to Manage Value Growth at P&G Asia Pacific,” Marketing Science, Vol. 28 (4), pp. 645-655.
  • Kumar, V., and Bharath Rajan (2009), “Profitable Customer Management: Measuring and Maximizing Customer Lifetime Value,” Management Accounting Quarterly, Vol. 10 (3), pp. 1-18.
  • Petersen, J. Andrew, Leigh McAlister, David J. Reibstein, Russell S. Winer, Kumar and Geoff Atkinson (2009), “Choosing the Right Metrics to Maximize Profitability and Shareholder Value,” Journal of Retailing, Vol. 85 (1), pp. 95-111.
2008
  • Arora, Neeraj, Ghose, Anindya, Hess, James D., Iyengar, Raghuram, Jing, Bing, Joshi, Yogesh, Kumar, V., Lurie, Nicholas, Neslin, Scott, Sajeesh, S., Meng, Su, Syam, Niladri, Thomas, Jacquelyn and Z. John Zhang (2008). “Putting One-to-One Marketing to Work: Personalization, Customization and Choice,” Marketing Letters, Vol. 19 (314), pp. 305-321
  • Kumar, V., Rajkumar Venkatesan, and Werner Reinartz (2008), “Performance Implications of Adopting a Customer-Focused Sales Campaign,” Journal of Marketing, Vol. 72 (5), pp. 50-68.
  • Kumar, V., and Denish Shah (2008), “Research before you Leap: Does Cross- Sell Always Lead to Higher Profits?” Marketing Research: A Magazine of Management and Applications, Vol. 20 (3), pp. 26-32.
  • Kumar, V., Rajkumar Venkatesan, Timothy R. Bohling and Denise Beckmann (2008), “The Power of CLV: Managing Customer Lifetime Value at IBM,” Marketing Science, Vol. 27 (4), pp. 585-599.
  • Ramani, Girish and Kumar v “Interaction Orientation & Firm Performance,” Journal of Marketing, Vol. 72 (1), pp. 27-45. (Finalist for the 2008 Harold H. Maynard Award for the Best Paper Published in the Journal of Marketing.)
  • Kumar, V., Morris George and Joseph Pancras (2008), “Cross-buying in Retailing: Drivers and Consequences,” Journal of Retailing, Vol. 84 (1), pp. 15-27. (Winner, 2009 Davidson Award for the Best Paper Published in the Journal of Retailing.)
2007
  • Kumar, V. (2007), “Customer Lifetime Value: The Path to Profitability,” Foundations and Trends in Marketing, Vol. 2 (1), pp. 1-96
  • Venkatesan, Rajkumar, Kumar and Timothy R. Bohling (2007), “Optimal CRM using Bayesian Decision Theory: An application for Customer Selection,” Journal of Marketing Research, Vol. 44 (4), pp. 579-594.
  • Kumar, V., J. Andrew Petersen and Robert P. Leone (2007), “How Valuable is Word of Mouth?” Harvard Business Review, Vol. 85 (10), pp. 139-146.
  • Venkatesan, Rajkumar, Kumar and Nalini Ravishankar (2007), “Multi-Channel Shopping: Causes and Consequences,” Journal of Marketing, Vol. 71 (2), pp. 114-132.
  • Kumar, V. and Morris George (2007), “Measuring and Maximizing Customer Equity: A Critical Analysis,” Journal of the Academy of Marketing Science, Vol. 35 (2), pp. 157-171. (Winner of the 2007 Sheth Foundation Award for the Best Paper Published in Journal of the Academy of Marketing Science.)
2006
  • Kumar, (2006), “Profitable Relationships,” Marketing Research: A Magazine of Management and Applications, Vol. 18 (3), pp. 41-46.
  • Kumar, V. (2006), “CLV: A Databased Approach,” Journal of Relationship Marketing, Vol. 5 (2/3), pp. 7-35. (Special Issue on CRM — Other contributors include Donald R. Lehmann, Sunil Gupta, Kay Lemon and Tim Keiningham.)
  • Kumar, V., Katherine N. Lemon and A. Parasuraman (2006), “Managing Customers for Value: An Overview and Research Agenda,” Journal of Service Research, Vol. 9 (2), pp. 87-94.
  • Gupta, Sunil, Dominique Hanssens, Bruce Hardie, William Kahn, Kumar, Nathaniel Lin, Nalini Ravishanker and S. Sriram (2006), “Modeling Customer Lifetime Value,” Journal of Service Research, Vol. 9 (2), pp. 139-155.
  • Kumar, V., Rajkumar Venkatesan and Werner Reinartz (2006), “Knowing What to Sell, When, to Whom,” Harvard Business Review, 84 (3), pp. 131-137.
  • Kumar, V., Denish Shah and Rajkumar Venkatesan (2006), “Managing Retailer Profitability: One Customer at a time!” Journal of Retailing, Vol. 82 (4), pp. 277-294.
2005
  • Kumar, V. and J. Andrew Petersen (2005), “Using a Customer Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence,” Journal of the Academy of Marketing Science, Vol. 33 (4), pp. 504-519.
  • Kumar, V. and Rajkumar Venkatesan (2005), “Who are the Multichannel Shoppers and How do they Perform?: Correlates of Multichannel Shopping Behavior,” Journal of Interactive Marketing, Vol. 19 (2), pp. 44-62. (“Runner-Up” Award for the Best Paper Published in 2005 in the Journal of Interactive Marketing.)
  • Reinartz, Werner, Jacquelyn Thomas and Kumar (2005), “Balancing Acquisition and Retention Resources to Maximize Customer Profitability,” Journal of Marketing, Vol. 69 (1), pp. 63-79. (Winner of the MSI/H. Paul Root Award for the Paper Published in Journal of Marketing in 2005 that best contributes to the practice of marketing.)
2004
  • Venkatesan, Rajkumar and Kumar (2004), “A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy,” Journal of Marketing, Vol. 68 (4), pp. 106-125. (Winner of the Donald R. Lehmann Award for the best Paper published in Journal of Marketing/ Journal of Marketing Research in a 2-year period (2003-2004), May 2005.)
  • Rust, Roland, Tim Ambler, Gregory S. Carpenter, Kumar and Rajendra K. Srivastava (2004), “Measuring Marketing Productivity: Current Knowledge and Future Directions,” Journal of Marketing, Vol. 68 (4), pp. 76-89.
  • Kumar, V. and J. Andrew Petersen (2004), “Maximizing ROI or Profitability: Is One Better than the Other,” Marketing Research: A Magazine of Management and Applications, Vol. 16 (3), pp. 28-34.
  • Kumar, V., Girish Ramani and Timothy R. Bohling (2004), “Customer Lifetime Value Approaches and Best Practice Applications.” Journal of Interactive Marketing, Vol. 18 (3), pp. 60-72.
  • Thomas, Jacquelyn, Werner Reinartz and Kumar (2004), “Getting the Most out of All Your Customers,” Harvard Business Review Vol. 82 (7/8), pp. 116-123.
  • Kumar, V. (2004), “Leveraging Superior Marketing Tools to Maximize Profits,” Strategic Marketing, Vol. 3 (2), pp. 18-23.
  • Kumar, V. and Girish Ramani (2004), “Taking CLV Analysis to the Next Level,” Journal of Integrated Marketing Communications (formerly Journal of Integrated Communications), Vol. 4 (1), pp. 27-33.
  • Kumar, V. and Denish Shah (2004), “Building and Sustaining Profitable Customer Loyalty for the 21st Century,” Journal of Retailing, Vol. 80 (4), pp. 317-329. (Ranked # 1 for the most downloaded article in the history of Journal of Retailing.)
2003
  • Kumar, V., Timothy R. Bohling and Rajendra N. Ladda (2003), “Antecedents and Consequences of Relationship Intention: Implications for Transaction and Relationship Marketing,” Industrial Marketing Management, Vol. 32 (8), pp. 667-676.
  • Reinartz, Werner and Kumar (2003), “The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration,” Journal of Marketing, Vol. 67 (1), pp. 77-99. (Winner of the MSI/H. Paul Root Award for the Paper Published in Journal of Marketing in 2003 that best contributes to the practice of marketing.)
2002
  • Reinartz, Werner and Kumar (2002), “The Mismanagement of Customer Loyalty,” Harvard Business Review, Vol. 80 (7), pp. 86-97.
  • Fildes, Robert and Kumar, V. (2002). “Telecommunications Demand Forecasting – A Review,” International Journal of Forecasting, Vol. 18 (4), pp. 489-522
  • Berger, Paul D., Ruth N. Bolton, Douglas Bowman, Elten Briggs, Kumar, A. Parsuraman and Creed Terry (2002), “Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management,” Journal of Service Research, Vol. 5 (1), pp. 39-54.
  • Kumar, V. and Timothy R. Bohling (2002). “Six Steps to Better Decision Models,” Marketing Research: A Magazine of Management and Applications, Vol. 14 (2), pp. 8-12.
2000
  • Kumar, V., Ramaswami, Sridhar N. and Rajendra K. Srivastava (2000). “A Model to Explain Shareholder Returns: Marketing Implications” Journal of Business Research, Vol. 50 (2), pp. 157-167.
  • Reinartz, Werner and Kumar (2000), “On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing,” Journal of Marketing, Vol. 64 (4), pp. 17-35. (Winner of the Donald R. Lehmann Award for the best Paper published in Journal of Marketing/ Journal of Marketing Research in a 2-year period (1999-2000), August 2001.)
  • Krishnan, Trichy V., Bass, Frank M. and V. Kumar (2000). “Impact of a Late Entrant on the Diffusion of a New Product / Service,” Journal of Marketing Research, Vol. 37, (2), pp. 269-278.
1995
  • Kumar, V. and Jaishankar Ganesh (1995). “State-of-the-Art in Brand Equity Research: What We Know and What Needs to be Known,” Australasian Journal of Market Research, Vol. 3 (1), pp. 3-22.
  • Kumar, V. and Velavan Subramaniam (1995). “Customer’s Role in Continuous Quality Improvement Process,” Australasian Journal of Market Research, Vol. 3 (2), pp. 3-14.
1991
  • Kumar, V. and Gary J. Gaeth (1991). “Attribute Order and Product Familiarity Effects in Decision Tasks Using Conjoint Analysis,” International Journal of Research in Marketing, Vol. 8, (2), pp. 113-124.
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