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.

 

2019

  • 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., Ashley Goreczny and Todd Maurer, (2018) “What Drives a Salesperson’s Goal Achievement? An Empirical Examination,” Journal of Business and Industrial Marketing, Vol. 33 (1), pp. 3-18.
    1. Andrew Petersen, Kumar, V., Yolanda Polo, and F. Javier Sese, (2018) “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., (2018) “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., (2018) “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. (2018), 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. (2018), “Global Customer Engagement,” Journal of International Marketing, Vol. 26 (1), pp. 4-29.

 2017

  • Sood, Ashish and Kumar, V. (2017) “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.
  • 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.
  • 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.
  • Umashankar, Nita, Yashoda Bhagwat, and Kumar, V. (2017) “Do Loyal Customers Really Pay More for Services?” Journal of the Academy of Marketing Science, Vol. 45 (6) pp 807–826.
  • Shah, Denish, Kumar, Kihyun (Hannah) Kim, 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.
  • 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.

2016

  • Kumar, V. and Werner Reinartz (2016), “Creating and Enduring Customer Value,” Journal of Marketing, 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, and Anita Pansari (2016), “Competitive Advantage through Engagement,” Journal of Marketing Research, Vol. 53 (4), pp. 497-514.
  • Kumar, V., Yashoda Bhagwhat, Xi (Alan) Zhang (2016), “Winning Back Lost Customers,” Harvard Business Review, March, pp. 22-23.
  • Kumar, V. and Anita Pansari (2016), “National Culture, Economy, and Customer Lifetime Value: Assessing the Relative Impact of the Drivers of Customer Lifetime Value for a Global Retailer,” Journal of International Marketing, Vol. 24 (1), pp. 1-21. (Winner of the 2016 S. Tamer Cavusgil Award for the Best Paper published in the Journal of International Marketing.)

2015

  • 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. andAnita Pansari (2015), “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 (2015), “Boosting the Demand in Experience Economy,” Harvard Business Review, Vol. 93(1), pp. 24-26.
  • 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. andAnita Pansari (2015), “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 (2015), “Boosting the Demand in Experience Economy,” Harvard Business Review, Vol. 93(1), pp. 24-26.
  • Petersen, J. Andrew, and Kumar (2015), “Perceived Risk, Product Returns, and Optimal Resource Allocation: Evidence from a Field Experiment,” Journal of Marketing Research, Vol. 52 (2), pp. 268-285.

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., Alan Zhang, and Anita Luo (2014), “Modeling Customer Opt -In and Opt-Out in a Permission-Based Marketing Context,” Journal of Marketing Research, Vol. 51 (4), pp. 403-419. (Winner of the 2016 Donald R. Lehmann Award for the Best dissertation-based article published in the Journal of Marketing or Journal of Marketing Research.)

2013

  • 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.)
  • 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.
  • 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.
  • 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.

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.

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.

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., 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

  • 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 (2008), “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.
  • 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.

2000

  • 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.)