K. Sudhir

James L. Frank ’32 Professor of Private Enterprise and Management, Professor of Marketing & Director of the China India Insights Program

Faculty Directory

Professor K. Sudhir is James L. Frank Professor of Marketing, Private Enterprise and Management and director of the Yale China India Insights (CIIP) Program. His research focuses on gaining market insights by analyzing consumer and firm actions through econometric modeling. As director of the China India Insights Program, he also specializes in research on consumers in emerging markets. He has consulted for Fortune 500 U.S. firms and Indian firms across many industries such as technology, financial services, entertainment, and retailing, specializing in analyzing their internal data to obtain actionable market insights. He leads the data-driven academic-industry research partnerships at the Yale Center for Customer Insights (YCCI).

Professor Sudhir’s research has been honored with numerous best paper awards across all major quantitative marketing journals. Two of his papers were nominated among the top ten papers published in the last ten years in Marketing Science and Management Science for their Long-Term Impact over three consecutive years from 2009-2011. He has received the Little and Bass Best Paper Awards at Marketing Science and the Lehmann Award at the Journal of Marketing Research; and honorable mentions for the Wittink Award in Quantitative Marketing and Economics and Best Paper Award in International Journal of Research in Marketing. He has also been a finalist for the Paul Green Award at the Journal of Marketing Research.

He currently serves as the Editor-in-Chief at Marketing Science. Prior to accepting the Senior Editor position, he served as Senior Editor at Marketing Science, and Associate Editor at Journal of Marketing Research, Management Science, and Quantitative Marketing and Economics. He was also on the editorial boards of the Journal of Marketing, and the Journal of Retailing.


Community Profile

As the world changes, most organizations don’t adapt fast enough to remain customer focused.


  • PhD, Cornell University, 1998
  • MS, Cornell University, 1997
  • MTech, Indian Institute of Technology, 1991
  • BE, Anna University, 1989


  • Customer Insights and Applications MGT 650
  • Cancelled: Managing Business with Big Data MGT 858
  • Customer MGT 411


  • Two Papers Among Top Ten Nominations, INFORMS Long Term Impact Award, 2009, 2010, 2011
  • Winner, John D.C. Little Best Paper Award, Marketing Science, 2010
  • Winner, Don Lehmann Award, Best Paper based on Doctoral Dissertation, Journal of Marketing Research, 2007
  • Honorable Mention, Dick Wittink Best Paper Award, Quantitative Marketing and Economics, 2006
  • Finalist, Paul Green Best Paper Award, Journal of Marketing Research, 2006
  • Winner, Frank M. Bass Best Dissertation Paper Award, Marketing Science, 2003
  • Honorable Mention, Best Paper Award, International Journal of Research in Marketing, 2001
  • Finalist, John D.C. Little Best Paper Award, Marketing Science, 2001
  • Young Scholars Program, Marketing Science Institute, 2003
  • AMA-Sheth Doctoral Consortium Faculty, 2005, 2006, 2008, 2009, 2010
  • Marketing Science Doctoral Consortium Faculty, 2007, 2008


  • China Merchant's Bank
  • IBM
  • HP
  • American Express
  • Webster Bank
  • Mediacom
  • Covidien


  • Marketing Science Editor in Chief
  • Management Science Associate Editor
  • Quantitative Marketing and Economics Associate Editor
  • Journal of Marketing Research Editorial Board
  • Journal of Marketing Editorial Board
  • Journal of Retailing Editorial Board