K. Sudhir

K. Sudhir is James L. Frank ’32 Professor of Marketing, Private Enterprise and Management and Founder-Director of the Yale China India Insights Program at the Yale School of Management, where he has been a faculty member since 2001. He is Professor of Economics (by courtesy) at the Yale Economics Department. He leads the academic-industry interface for quantitative marketing at the Yale Center for Customer Insights (YCCI). He has been a Visiting Fellow at various universities around the world including MIT, Toronto, HKUST and INSEAD. He served as Visiting Fellow at Microsoft Research for the year 2020. Professor Sudhir served as Editor-in-Chief of Marketing Science, the premier journal in the field of quantitative marketing from 2016-21. During his term, founded the Frontiers Section at Marketing Science. Previously, he had been an Associate Editor at all of the field’s leading quantitative marketing journals.

Sudhir’s substantive interests include customer relationship management, digital marketing and artificial intelligence, marketing organizations and emerging markets. As a pioneer in the use of structural empirical methods in marketing, he developed fundamental models in the areas of customer management, salesforce management and compensation, organizational buying and marketing channels. His papers use a wide range of methods including machine learning, quasi-experiments, field experiments and game theory. Sudhir’s research has been honored with multiple best paper awards from all of the field’s leading quantitative marketing journals.