K. Sudhir

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

Professor K. Sudhir

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
Managing Business with Big Data
MGT 858


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