K. Sudhir

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

Faculty Directory

K. Sudhir is James L. Frank Professor of Marketing, Private Enterprise and Management and director of the Yale China India Insights (CIIP) Program. He leads the data-driven consulting and research collaborations with a range of Fortune 500 companies at the Yale Center for Customer Insights.

Sudhir’s research has been the recipient of many best paper awards across all leading marketing journals, with two of his dissertation papers nominated among the final ten for most long-term impact for three consecutive years in 2009-11. His research has laid the foundations for econometric modeling in multiple areas of inter-organization and intra-organizational behavior: pricing in marketing channels, sales force compensation and organizational buying. His research on how data providers can profitably package and sell customer data provides conceptual underpinnings to evaluate the business-efficiency enhancing and consumer privacy tradeoffs central in today’s debates around big data. His theoretical work on CRM clarified why customer data enhances profits and why it is profitable to reward one’s best customers. Through his research on the China India Insights Program, he has been an evangelist in demonstrating why the rich cross-sectional variation and dynamics in institutional and market characteristics across and within emerging markets help improve our understanding of markets and marketing.

He is currently editor-in-chief of Marketing Science, and had been an Associate Editor at all of the field’s quantitative marketing journals.


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
  • Customer MGT 411

Selected Articles

Do Sympathy Biases Affect Charitable Giving? The Effects of Advertising Content

K. Sudhir, S. Roy, and M. Cherian
Marketing Science

Do Store Brands Aid Store Loyalty?

K. Sudhir, S. Seenivasan, and D. Talukdar
Management Science

Editorial: The Exploration-Exploitation Tradeoff and Efficiency in Knowledge Production

K. Sudhir
Marketing Science

Early Adoption of Modern Retail in an Emerging Market: Evidence from India

K. Sudhir, V. Narayan, and V. Rao
Marketing Science

Research Opportunities in Emerging Markets: an Inter-disciplinary Perspective from Marketing, Economics, and Psychology

K. Sudhir, J.B. Priester, M. Shum, D. Atkin, A. Foster, G. Iyer, G. Jin, D. Keniston, S. Kitayama, AM. Mobarak, Y. Qian, I. Tewari, and W. Wood
Customer Needs and Solutions


  • 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