{"id":188,"date":"2021-05-19T17:41:50","date_gmt":"2021-05-19T17:41:50","guid":{"rendered":"http:\/\/vkclv.resourz.net\/?page_id=188"},"modified":"2021-08-03T07:28:56","modified_gmt":"2021-08-03T07:28:56","slug":"journal-articles","status":"publish","type":"page","link":"https:\/\/www.vkclv.com\/index.php\/journal-articles\/","title":{"rendered":"Journal Articles"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"188\" class=\"elementor elementor-188\" data-elementor-settings=\"[]\">\n\t\t\t\t\t\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b1b2ba9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b1b2ba9\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1c38149\" data-id=\"1c38149\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d073db4 elementor-widget elementor-widget-heading\" data-id=\"d073db4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"elementor-heading-title elementor-size-xl\">CLV KNOWLEDGE SOURCE<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7d47def elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7d47def\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-12d8ec8\" data-id=\"12d8ec8\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bd3dfc0 elementor-widget elementor-widget-spacer\" data-id=\"bd3dfc0\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3f3dd9c elementor-widget elementor-widget-heading\" data-id=\"3f3dd9c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-xl\">Journal Articles<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6ca24ca elementor-widget elementor-widget-text-editor\" data-id=\"6ca24ca\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<h4><strong>The below articles are related to the concept of Customer Lifetime Value.<\/strong><br \/><strong>For a complete list of Dr. Kumar&#8217;s articles please see his full vitae.<\/strong><\/h4>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-11a7b3a\" data-id=\"11a7b3a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4fcb9cf elementor-widget elementor-widget-spacer\" data-id=\"4fcb9cf\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dacbe4a elementor-widget elementor-widget-text-editor\" data-id=\"dacbe4a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/www.vkclv.com\/index.php\/books\/\" target=\"_blank\" rel=\"noopener\">Books<br \/><\/a><a href=\"http:\/\/www.drvkumar.com\/wp-content\/uploads\/2017\/08\/Vita-For-Dr-V-Kumar-2017-August.pdf\"><br \/><\/a><a href=\"https:\/\/www.vkclv.com\/index.php\/book-chapters\/\" target=\"_blank\" rel=\"noopener\">Book Chapters<\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b2a3b67 elementor-widget elementor-widget-spacer\" data-id=\"b2a3b67\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2c77a62 elementor-widget elementor-widget-spacer\" data-id=\"2c77a62\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e74088a elementor-widget elementor-widget-text-editor\" data-id=\"e74088a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/www.vkclv.com\/index.php\/full-vitae\/\" target=\"_blank\" rel=\"noopener\" data-wplink-edit=\"true\">For a complete list of Dr. V. Kumar&#8217;s Publications please see his Full Vitae<strong><em>\u21e8<\/em><\/strong><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a7bc316 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a7bc316\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-8398474\" data-id=\"8398474\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-826a7b1 elementor-widget elementor-widget-text-editor\" data-id=\"826a7b1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<strong>Forthcoming<\/strong>\n<ul>\n \t<li>Gupta, Shaphali, Leszkiewicz, Agata, <strong>Kumar, V.<\/strong>, Bijmolt, Tammo, Potapov, Dmitriy, <strong>\u201cDigital Analytics: Modeling for Insights and New Methods,<\/strong>\u201d Journal of Interactive Marketing.<\/li>\n \t<li>Hollebeek, L.,<strong> V Kumar<\/strong>, and R. Srivastava,<strong> \u201cFrom Customer-, to Actor-, to Stakeholder Engagement: Taking Stock, Conceptualization, and Future Directions,\u201d<\/strong> Journal of Service Research.<\/li>\n \t<li><strong>Kumar, V<\/strong>., A Dixit, R. Javalgi, and N. Turken, (forthcoming),<strong> \u201cCan Artificial Intelligence Overshadow Human Intelligence,\u201d <\/strong>Management and Business Review.<\/li>\n \t<li>Kim, Kihyun H. and <strong>V. Kumar \u201cMoney or Friendship? Winning over Customers,\u201d <\/strong>Management and Business Review.<strong>\nKumar, V<\/strong>. and Mani Vannan,<strong> \u201cIt Takes Two to Tango: Statistical Modeling&#8221;<\/strong><\/li>\n \t<li><strong>Kumar, V<\/strong>. and Mani Vannan,<strong> \u201cIt Takes Two to Tango: Statistical Modeling and Machine Learning,\u201d <\/strong>, Journal of Global Scholars of Marketing Science.<\/li>\n<\/ul>\n<strong>2021<\/strong>\n<ul>\n \t<li><strong>Kumar, V<\/strong>., and D. Ramachandran (2021), <strong>\u201cDeveloping Firms\u2019 Growth Approaches as a Multidimensional Decision to Enhance Key Stakeholders&#8217; Wellbeing\u201d<\/strong>, International Journal of Research in Marketing, <a href=\"https:\/\/doi.org\/10.1016\/j.ijresmar.2020.09.004\">https:\/\/doi.org\/10.1016\/j.ijresmar.2020.09.004<\/a><\/li>\n<\/ul>\n<strong>2020<\/strong>\n<ul>\n \t<li><strong>Kumar, V.<\/strong> and R. Srivastava,<strong> \u201cNew Perspectives on Business Model Innovations in Emerging Markets,\u201d<\/strong> Journal of the Academy of Marketing Science.<\/li>\n \t<li><strong>Kumar, V.<\/strong> Ramachandran, Divya and Binay Kumar.<strong>\u201cInfluence of New-Age Technologies on Marketing: A Research Agenda\u201d, <\/strong>Journal of Business Research. <a href=\"https:\/\/doi.org\/10.1016\/j.jbusres.2020.01.007\">https:\/\/doi.org\/10.1016\/j.jbusres.2020.01.007<\/a><\/li>\n \t<li>Meire, Mattijs, Hewett, Kelly, Ballings, Michel,<strong>Kumar, V.<\/strong> and Dirk Van de Poel <strong> \u201cNot All Social Media Posts Are Equal\u201d<\/strong> featured in Harvard Business Review, March, p. 25.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Saboo, Alok, Agarwal, Amit and Binay Kumar. <strong>\u201cGenerating Competitive Intelligence with Limited Information: A Case of Multimedia Industry,\u201d <\/strong>Production &amp; Operations Management, Vol. 29 (1) January 2020, pp. 192\u2013213.<\/li>\n \t<li>Kopalle, Praveen K.,<strong>Kumar, V.<\/strong> and Mohan Subramaniam,\u201cHow Legacy Firms Can Embrace the Digital Ecosystem Via Digital Customer Orientation,\u201d Journal of the Academy of Marketing Science, 48, 114\u2013131.<\/li>\n<\/ul>\n<strong>2019<\/strong>\n<ul>\n \t<li>Meire, Mattijs, Hewett, Kelly, Ballings, Michel,<strong> Kumar, V.<\/strong> and Dirk Van de Poel . <strong>\u201cThe Role of Marketer-Generated Content in Customer Engagement Marketing,\u201d <\/strong>Journal of Marketing, Vol. 83 (6), pp. 21-42.<\/li>\n \t<li>Xiao, L and<strong> V. Kumar . \u201cRobotics for Customer Service: A Useful Complement or an Ultimate Substitute?\u201d<\/strong> [published online September 30, 2019] Journal of Service Research. doi.org:10.1177\/1094670519878881<\/li>\n \t<li><strong> Kumar, V.<\/strong>, Rajan, Bharath, Venkatesan, Rajkumar and Jim Lecinski.<strong> \u201cUnderstanding the Role of Artificial Intelligence in Personalized Engagement Marketing,\u201d<\/strong> California Management Review, Vol. 61 (4), pp. 135-155.<\/li>\n \t<li>Chang, Yaping, Li, You, Yan, Jun and<strong> V. Kumar \u201cGetting More Likes: The Impact of narrative Person and Brand Image on Customer-brand Interactions,\u201d<\/strong> Journal of the Academy of Marketing Science, pp. 1-19.<\/li>\n \t<li>Sharma, Amalesh, <strong>Kumar, V.<\/strong>, and Koray Cosguner. <strong>\u201cModeling Emerging Market Firms\u2019 Competitive Price and Retail Distribution Strategies,\u201d<\/strong> Journal of Marketing Research, Vol. 56 (3), pp. 439-458<\/li>\n \t<li><strong>Kumar, V.,<\/strong>\u00a0Bharath Rajan, Shaphali Gupta, and Ilaria Dalla Pozza (2019) \u201cCustomer Engagement in Service,\u201d\u00a0<strong>Journal of the Academy of Marketing Science,\u00a0<\/strong>Vol. 47, No.1, pp. 138\u2013160.<\/li>\n<\/ul>\n<strong>2018<\/strong>\n<ul>\n <li><strong>Kumar, V.<\/strong>, Nim, Nandini and Amalesh Sharma. \u201cDriving the Growth of M- Wallets in Emerging Markets: A Retailer\u2019s Perspective,\u201d<strong> Journal of the Academy of Marketing Science,<\/strong> Vol. 47 (4), pp. 747-769.<\/li>\n <li>Sharma, Amalesh, Saboo, Alok and <strong> V.Kumar<\/strong> \u201cInvestigating the Influence of Characteristics of New Product Introduction Process on Firm Value: The Case of Pharmaceutical Industry,\u201d <strong>Journal of Marketing,<\/strong> Vol. 82 (5), pp. 66-85.<\/li>\n \t<li>Sharma, A., Saboo, A., and <strong> V. Kumar <\/strong> Finding the Perfect Pace for Product Launches,<strong> Harvard Business Review,<\/strong> July-August, pp. 20-22.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Anand, Ankit and Nandini Nim . \u201cAssessing the Relative Impact of Major Sources of Innovation on the Brand Equity of a Firm: A Conceptual Framework and Propositions:\u201d <strong>Review of Marketing Research,<\/strong> Emerald Group Publishing Limited, Vol. 15, pp. 103-146.<\/li>\n \t<li><strong>Kumar, V.,\u00a0<\/strong>Ashley Goreczny and Todd Maurer, \u201cWhat Drives a Salesperson\u2019s Goal Achievement? An Empirical Examination,\u201d\u00a0<strong>Journal of Business and Industrial Marketing<\/strong>, Vol. 33 (1), pp. 3-18.<\/li>\n \t<li>Andrew Petersen<strong>, Kumar, V.,\u00a0<\/strong>Yolanda Polo, and F. Javier Sese<strong>,\u00a0<\/strong> \u201cUnlocking the power of marketing: understanding the links between customer mindset metrics, behavior, and profitability,\u201d\u00a0<strong>Journal of the Academy of Marketing Science<\/strong>, Vol. 46 (5), pp. <em>813-836.\n(Finalist the 2018 Sheth Foundation Award for the Best Paper published in the Journal of the Academy of Marketing Science)<\/em><\/li><\/ul>\n<ul>\n \t<li>Kim, Kihyun and\u00a0<strong>Kumar, V.<\/strong>, \u201cThe Relative Influence of Economic and Relational Direct Marketing Communications on Buying Behavior in B2B Markets,\u201d\u00a0<strong>Journal of Marketing Research,\u00a0<\/strong>Vol. 55 (1), pp. 48-68<\/li>\n \t<li><strong>Kumar, V.<\/strong>, \u201cA Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation,\u201d<strong>\u00a0Journal of Marketing,\u00a0<\/strong>Vol. 82 (1), pp. 1-19.<\/li>\n<li>\n<strong>Kumar, V.<\/strong>, Agata Leszkiewicz, and Angeliki Christodoulopoulou (2018), \u201cAre You Back for Good or Still Shopping Around? Investigating Customers\u2019 Repeat Churn Behavior,\u201d<strong> Journal of Marketing Research<\/strong>, Vol. 55 (2), pp. 208-225.\n<\/li>\n<li>\nSood, Ashish, and <strong>Kumar, V.<\/strong>, \u201cClient Profitability of Diffusion Segments across Countries for Multigenerational Innovations: The Influence of Firm, Market, and Cross-National Differences,\u201d<strong> Journal of International Business Studies<\/strong>, Vol. 49 (9), pp. 1237\u20131262\n<\/li>\n<li>Gupta, Shaphali, Anita Pansari, and <strong> Kumar, V. <\/strong>, \u201cGlobal Customer Engagement,\u201d <strong>Journal of International Marketing,<\/strong> Vol. 26 (1), pp. 4-29.\n<\/li>\n<\/ul>\n\n\n<strong>\u00a02017<\/strong>\n<ul>\n \t<li>Kumar, V., Nim, Nandini and Amalesh Sharma \u201cM-Wallets: Marketing Power or a Hype,\u201d <strong>Journal of World Marketing<\/strong> Summit, Vol. 03, No. 1.<\/li>\n \t<li>Umashankar, Nita, Bhagwat, Yashoda and <strong>V. Kumar <\/strong>. \u201cDo Loyal Customers Really Pay More for Services?\u201d <strong>Journal of the Academy of Marketing Science<\/strong>, Vol. 45 (6), pp. 807\u2013826.\n<em>(Finalist, the 2017 Sheth Foundation Award for the Best Paper published in the Journal of the Academy of Marketing Science).<\/em><\/li>\n \t<li>Sood, Ashish and\u00a0<strong>Kumar, V.\u00a0<\/strong>\u201cAnalyzing Client Profitability across Diffusion Segments for a Continuous Innovation,\u201d\u00a0<strong>Journal of Marketing Research<\/strong>, Vol. 54, No. 6, pp. 932-951<\/li>\n \t<li>Zhang, Xi,\u00a0<strong>Kumar, V.\u00a0<\/strong>and Koray Cosguner, (2017) \u201cDynamically Managing a Profitable Email Marketing Program,\u201d\u00a0<strong>Journal of Marketing Research,\u00a0<\/strong>Vol. 54 (6), pp. 851-866.<\/li>\n \t<li>Saboo, Alok, <strong>Kumar, V<\/strong>. and Ankit Anand . \u201cAssessing the Impact of Customer Concentration on IPO and Balance-Sheet Based Outcomes,\u201d <strong>Journal of Marketing,<\/strong> Vol. 81 (6), pp. 42-61.\n(Finalist, the 2018 Hunt\/Maynard Award for the paper published in Journal of Marketing in 2017 for the best contribution to the theory of marketing.)<\/li>\n \t<li><strong>Kumar, V<\/strong>., Dogan, Orhan and Avishek Lahiri \u201cEngaging Customers in the App World through Smart Analytics,\u201d<strong> Mind Your Marketing<\/strong>, 2 (1), pp. 83-94.<\/li>\n \t<li><strong>Kumar, V<\/strong>. and Bharath Rajan (2017). \u201cWhat\u2019s In It for Me? The Creation and Destruction of Value for Firms from Stakeholders,\u201d <strong>Journal of Creating Value<\/strong>, Vol. 3 (2), pp. 1-15.<\/li>\n \t<li>Sundar, Sarang,\u00a0<strong>V. Kumar,<\/strong>\u00a0Ashley Goreczny and Todd Maurer (2017), \u201cHow to Predict Turnover on Your Sales Team,\u201d\u00a0<strong>Harvard Business Review<\/strong>, July-August, pp. 22-24.<\/li>\n \t<li>Kumar, V. (2017). \u201cThe Role of University Research Centers in Producing Scholarly Research,\u201d <strong>Journal of the Academy of Marketing Science<\/strong>, Vol. 45 (4), pp. 453-458.<\/li>\n \t<li><strong>Kumar, V<\/strong>. and Amalesh Sharma (2017). &#8220;Leveraging marketing analytics to improve firm performance: Insights from implementation,\u201d<strong> Applied Marketing Analytics,<\/strong> Vol. 3 (1) pp. 58-69.<\/li>\n \t<li>Shah, Denish,<strong> Kumar, V.<\/strong>, Kim, Kihyun H. and Jeewon (Brianna) Choi (2017). \u201cLinking Customer Behaviors to Cash Flow Level &amp; Volatility: Implications for Marketing Practices,\u201d<strong> Journal of Marketing Research,<\/strong> Vol. 54 (1), pp. 27-43.<\/li>\n \t<li>Sundar, Sarang,\u00a0<strong>V. Kumar,<\/strong>\u00a0Ashley Goreczny and Todd Maurer (2017), \u201cWhy do Salespeople Quit? An Empirical Examination of Own &amp; Peer Effects on Salesperson Turnover Behavior,\u201d\u00a0<strong>Journal of Marketing Research,\u00a0<\/strong>Vol. 54 (3), pp. 381-397<strong>.<\/strong><\/li>\n \t<li><strong>Kumar, V<\/strong>., Saboo, Alok, Chakravarty, Anindita and Sharma Amalesh. \u201cInfluencing Acquisition Performance: Role of Innovation and Relational Overlap,\u201d <strong>Journal of Marketing Research<\/strong>, Vol. 54 (2), pp. 219-238.<\/li>\n \t<li>Anita Pansari and<strong>\u00a0Kumar, V.\u00a0<\/strong>(2017), &#8220;Customer Engagement &#8211; The Construct, Antecedents and Consequences,&#8221;\u00a0<strong>Journal of the Academy of Marketing Science,\u00a0<\/strong>45 (3) pp. 294-311.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Sharma, Amalesh, and Shaphali Gupta (2017). \u201cAssessing the Influence of Strategic Marketing Research on Generating Impact: Moderating roles of Models, Journals and Estimation Approaches,\u201d<strong> Journal of the Academy of Marketing Science<\/strong>, Vol. 45 (2), pp. 164-185.<\/li>\n \t<li><strong>Kumar, V.<\/strong> \u201cIntegrating Theory and Practice in Marketing,\u201d <strong>Journal of Marketing<\/strong>Vol. 81 (2), pp. 1-7.<\/li>\n<\/ul>\n\n<strong>2016<\/strong>\n<ul>\n \t<li>Saboo, Alok,<strong> Kumar, V. <\/strong>and G. Ramani, (2016). \u201cEvaluating the Impact of Social Media Activities on Human Brand Sale,\u201d International <strong>Journal of Research in Marketing<\/strong>, Vol. 33 (3), 524-541.<\/li>\n \t<li>Sundar, Sarang,<strong> Kumar. V,<\/strong> and Yi Zhao (2016). \u201cMeasuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industry, <strong>Journal of Marketing Research<\/strong>, Vol. 53 (6), 901-921.\n(Winner of the 2017 Donald R. Lehmann Award for the Best dissertation-based article published in the Journal of Marketing or Journal of Marketing Research)<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Keller, Kevin and Kay Lemon (2016). \u201cMapping the Boundaries of Marketing: What Needs to be Known,\u201d<strong> Journal of Marketing<\/strong>, Vol. 80 (6), pp. 1-5.<\/li>\n \t<li><strong>Kumar, V. <\/strong>. \u201cIs Customer Satisfaction a (Ir)Relevant Metric?,\u201d <strong>Journal of Marketing, <\/strong>Vol. 80 (5), pp. 108-109.<\/li>\n \t<li><strong>Kumar, V.<\/strong> and Werner Reinartz . \u201cCreating and Enduring Customer Value,\u201d\n<strong>Journal of Marketing,<\/strong> Vol. 80 (6), pp. 36-68.\n<em>(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.)\n(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.)<\/em><\/li>\n \t<li><strong>Kumar, V.<\/strong> and Anita Pansari \u201cCompetitive Advantage through Engagement,\u201d\n<strong>Journal of Marketing Research<\/strong>, Vol. 53 (4), pp. 497-514.<\/li>\n \t<li><strong>Kumar, V<\/strong>. and Shaphali Gupta &#8220;Conceptualizing the Evolution and Future of Advertising,&#8221; <strong>Journal of Advertising<\/strong>, Vol. 45 (3), pp. 302-317.<\/li>\n \t<li>Holm, Morten, <strong>Kumar, V<\/strong>. and Thomas Plenborg \u201cAn Investigation of Customer Accounting Systems As A Source Of Sustainable Competitive Advantage,\u201d <strong>Advances in Accounting<\/strong>, Vol. 32 (March), pp. 18-30.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Bhagwhat, Yashoda and Xi (Alan) Zhang (2016). \u201cWinning Back Lost Customers,\u201d <strong>Harvard Business Review,<\/strong> March, pp. 22-23.<\/li>\n \t<li>Baker, Andrew, Donthu, Naveen and <strong> V. Kumar <\/strong>. \u201cInvestigating How Word of Mouth Conversations About Brands Influence Purchase and Retransmission Intentions,\u201d <strong>Journal of Marketing Research<\/strong>, Vol. 53 (2), pp. 225-239.<\/li>\n \t<li><strong>Kumar, V<\/strong>., Dixit, Ashutosh, Javalgi, Rajshekar (Raj) G. and Mayukh Dass (2016). \u201cResearch framework, strategies, and applications of intelligent agent technologies in marketing,\u201d <strong>Journal of the Academy of Marketing Science<\/strong>, Vol. 44 (1), pp. 24-45.\n(Finalist for the 2017 Sheth Foundation Award for the Best Paper Published in Journal of the Academy of Marketing Science)<\/li>\n \t<li><strong>Kumar, V<\/strong>. \u201cMy Reflections on Publishing in Journal of Marketing (Editorial),\u201d\n<strong>Journal of Marketing,<\/strong> Vol. 80 (1), pp. 1-6.<\/li>\n<\/ul>\n<strong>2015<\/strong>\n<ul>\n \t<li><strong>Kumar, V.<\/strong> and Bharath Rajan (2015). \u201cInsights for Decision Making in a Global and Digital Marketing Environment,\u201d <strong>Journal of World Marketing<\/strong> Summit (Issue dedicated to Phillip Kotler), Vol. 1 (1), pp. 28-37.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Amalesh, Sharma, Naveen ,Donthu and Carey Rountree (2015), \u201cImplementing Integrated Marketing Science Modeling at a Non-Profit Organization: Balancing Multiple Business Objectives at Georgia Aquarium,\u201d\u00a0<strong>Marketing Science<\/strong>, Vol 34 (6), pp. 804-814.\u00a0<em>(Finalist for the 2013-14 Gary L. Lilien ISMS- MSI Practice Prize.)<\/em><\/li>\n \t<li><strong>Kumar, V.<\/strong>, Yashoda, Bhagwat, and Xi (Alan) Zhang (2015), \u201cRegaining \u201cLost\u201d Customers: The Predictive Power of First Lifetime Behavior, the Reason for Defection, and the Nature of the Winback Offer,\u201d\u00a0<strong>Journal of Marketing,\u00a0<\/strong>Vol 79 (4), pp. 34-55.<\/li>\n \t<li><strong>Kumar, V<\/strong>., Sunder, Sarang, and Robert P. Leone (2015). \u201cWho\u2019s Your Most Valuable Salesperson?\u201d<strong> Harvard Business Review<\/strong>, April, Vol. 93(4), pp.62\u201368.<\/li>\n \t<li><strong>Kumar, V.<\/strong>\u00a0and Anita Pansari ,\u00a0\u201cMeasuring the Benefits of Employee Engagement,\u201d\u00a0<strong>MIT Sloan<\/strong>\u00a0<strong>Management Review<\/strong>, Vol. 56 (4), pp. 67-72.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Amalesh Sharma, Naveen, Donthu, and Carey Rountree, \u201cBoosting the Demand in Experience Economy,\u201d\u00a0<strong>Harvard Business Review<\/strong>, Vol. 93(1), pp. 24-26.<\/li>\n \t<li>Petersen, J. Andrew, and\u00a0<strong>Kumar V<\/strong>\u00a0(2015), \u201cPerceived Risk, Product Returns, and Optimal Resource Allocation: Evidence from a Field Experiment,\u201d\u00a0<strong>Journal of Marketing Research<\/strong>, Vol. 52 (2), pp. 268-285<strong>.<\/strong><\/li>\n \t<li><strong>Kumar, V.<\/strong> \u201cEvolution of Marketing as a Discipline: What Has Happened and What to Look Out For (Editorial),\u201d <strong>Journal of Marketing,<\/strong> Vol. 79 (1), pp. 1-9.<\/li>\n \t<li>Shah, Denish, <strong>Kumar, V.<\/strong> and Yi Zhao (2015). \u201cDiagnosing the Brand Performance: Accounting for the Dynamic Impact of Product Availability with Aggregate Data,\u201d <strong>Journal of Marketing Research<\/strong>, Vol. 52 (2), pp. 147-165.<\/li>\n \t<li>Petersen, J. Andrew, Kushwaha, Tarun and <strong> V. Kumar <\/strong>. \u201cMarketing Communication Strategies and Consumer Financial Decision Making: Role of National Culture,\u201d<strong> Journal of Marketing<\/strong>, Vol. 79 (1), pp. 44-63.<\/li>\n \t<li><strong>Kumar, V. <\/strong>(2015). \u201cEvolution of Marketing as a Discipline: What Has Happened and What to Look Out For (Editorial),\u201d <strong>Journal of Marketing<\/strong>, Vol. 79 (1), pp. 1-9.<\/li>\n<\/ul>\n<strong>2014<\/strong>\n<ul>\n \t<li>Shah, Denish,\u00a0<strong>Kumar<\/strong>, and Kihyun (Hannah) Kim (2014), \u201cManaging Customer Profits: The Power of Habits,\u201d\u00a0<strong>Journal of Marketing Research<\/strong>, Vol. 51 (6), pp. 726-741.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Sarang Sunder, and Robert P. Leone (2014), \u201cMeasuring and Managing a Salesperson\u2019s Future Value to the Firm,\u201d\u00a0<strong>Journal of Marketing Research<\/strong>, Vol. 51 (5), pp. 591-608.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Nita Umashankar, Kihyun (Hannah) Kim, and Yashoda Bhagwat (2014), \u201cAssessing the Influence of Economic and Customer Experience Factors on Service Purchase Behaviors,\u201d\u00a0<strong>Marketing Science<\/strong>, Vol. 33 (5), pp. 693-711.<\/li>\n \t<li><strong>Kumar, V<\/strong>. (2014). \u201cMy Plans for the Journal of Marketing, An Editor-in-Chief\u2019s Perspective (Editorial),\u201d <strong>Journal of Marketing<\/strong>, Vol. 78 (4), pp. 1-4.<\/li>\n \t<li><strong>Kumar, V.<\/strong> and Angeliki Christodoulopoulou (2014). \u201cSustainability and Branding: An Integrated Perspective,\u201d<strong> Industrial Marketing Management<\/strong>, Vol. 43 (1), pp. 6-15.<\/li>\n \t<li><strong>Kumar, V<\/strong>. and Anita Pansari (2014). \u201cThe Construct, Measurement, and Impact of Employee Engagement: a Marketing Perspective,\u201d <strong>Customer Needs and Solutions<\/strong>, Vol. 1 (1), pp. 52-67.<\/li>\n<\/ul>\n<strong>2013<\/strong>\n<ul>\n \t<li>Jayachandran, Satish, Kaufman, Peter, Kumar, V., and Kelly Hewett (2013). \u201cBrand Licensing: What Drives Royalty Rates?\u201d <strong>Journal of Marketing<\/strong>. Vol. 77 (5), pp. 108- 122.<\/li>\n \t<li>Bohling, Timothy,\u00a0<strong>Kumar<\/strong>, and Riddhi Shah (2013), \u201cPredicting Purchase Timing, Product Choice, and Purchase Amount for a Firm&#8217;s Adoption of a Radically Innovative Information Technology: An Analysis of Cloud Computing Services,\u201d\u00a0<strong>Service Science<\/strong>, Vol. 5, 102-123.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Vikram Bhaskaran, Rohan Mirchandani, and Milap Shah (2013), \u201cCreating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles &amp; Tangibles for Hokey Pokey,\u201d\u00a0<strong>Marketing Science<\/strong>. V 32(2), pp. 194-212.\u00a0<em>(Winner of the 2011-12 Gary L. Lilien ISMS- MSI Practice Prize for outstanding marketing science work that has had significant organizational impact.)<\/em><\/li>\n \t<li>Gupta, Suraksha and <strong>V. Kumar<\/strong>. \u201cSustainability as a Corporate Culture of a Brand for Superior Performance,\u201d <strong>Journal of World Business<\/strong>, Vol. 48 (3), pp. 311-320.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Chattaraman, Veena, Neghina, Carmen, Skiera, Bernd, Aksoy, Lerzan, Buoye, Alexander and Joerg Henseler (2013). \u201cData-Driven Services Marketing in a Connected World,\u201d <strong>Journal of Service Management,<\/strong> Vol. 24 (3), pp. 330-352.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, A. Petersen and R. P. Leone (2013), \u201cDefining, Measuring and Managing Business Reference Value,\u201d\u00a0<strong>Journal of Marketing<\/strong>, Vol. 77 (1), pp. 68-86.<\/li>\n \t<li>Luo, Anita Man, and\u00a0<strong>Kumar<\/strong>\u00a0(2013), \u201cRecovering Hidden Buyer-Seller Relationship States to Measure the Return on Marketing Investment in Business-to-Business Markets,\u201d\u00a0<strong>Journal of Marketing Research<\/strong>, Vol. 50 (1), pp. 143-160. (<em>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.)<\/em><\/li>\n \t<li>George, Morris,\u00a0<strong>Kumar<\/strong>, and Dhruv Grewal (2013), \u201cMaximizing Profits for a Multi-Category Catalog Retailer,\u201d\u00a0<strong>Journal of Retailing<\/strong>, Vol. 89 (4), pp. 374-396.<\/li>\n \t<li><strong>Kumar, V<\/strong>., Ilaria Dalla Pozza and Jaishankar Ganesh (2013), \u201cRevisiting the Satisfaction-Loyalty Relationships: Empirical Generalizations and Directions for Future Research,\u201d\u00a0<strong>Journal of Retailing<\/strong>, Vol. 89 (3), pp. 246-262.\u00a0<em>(Runner-up, the 2015 Davidson Award for the Best Paper published in the Journal of Retailing in a 2-year period (2013 &#8211; 2014).)<\/em><\/li>\n<\/ul>\n<strong>2012<\/strong>\n<ul>\n \t<li>Shah, Denish and\u00a0<strong>Kumar<\/strong>\u00a0(2012), \u201cThe Dark Side of Cross-Selling,\u201d\u00a0<strong>Harvard Business Review<\/strong>, Vol. 90 (12), pp. 21-23.<\/li>\n \t<li><strong>Kumar, V.<\/strong>\u00a0and\u00a0 Rohan\u00a0 Mirchandani (2012),\u00a0 \u201cIncreasing\u00a0 the\u00a0 ROI\u00a0 of\u00a0 Social\u00a0 Media Marketing,\u201d\u00a0<strong>MIT Sloan Management Review<\/strong>, Vol. 54 (1), pp. 55-61.<\/li>\n \t<li>Kumar, V. and Bharath Rajan (2012). \u201cThe Perils of Social Coupon Campaigns,\u201d ,<strong>MIT Sloan Management Review<\/strong>, Vol. 53 (4), pp. 13-14.<\/li>\n \t<li>Shah, Denish,\u00a0<strong>Kumar<\/strong>, Yingge Qu, and Sylia Chen (2012), \u201cUnprofitable Cross- buying: Evidence from Consumer &amp; Business Markets,\u201d\u00a0<strong>Journal of Marketing<\/strong>, Vol. 76 (3), pp. 78-95.<\/li>\n \t<li>Kumar, V. and Bharath Rajan (2012). \u201cSocial Coupons as a Marketing Strategy: A Multifaceted Perspective,\u201d <strong>Journal of the Academy of Marketing Science<\/strong>, Vol. 40 (1), pp. 120-136.<\/li>\n \t<li>Holm, Morten,\u00a0<strong>Kumar<\/strong>, and Carsten Rohde (2012), \u201cMeasuring Customer Profitability in Complex Environments: An Interdisciplinary Contingency Framework,\u201d\u00a0<strong>Journal of the Academy of Marketing Science,<\/strong>\u00a0Vol. 40 (3), pp. 387-401.\u00a0<em>Online First June 2011 (pp. 1-15).<\/em><\/li>\n \t<li>Pancras, Joseph, S. Sriram, and\u00a0<strong>Kumar<\/strong>\u00a0(2012), \u201cEmpirical Investigation of Retail Expansion and Cannibalization in a Dynamic Environment,\u201d\u00a0<strong>Management Science<\/strong>, Vol. 58 (11), pp. 2001-2018.<\/li>\n \t<li>Kumar, V., Jones, Eli, Venkatesan, Rajkumar and R.P. Leone (2011). \u201cIs Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?\u201d<strong> Journal of Marketing<\/strong>, Vol. 75 (1), pp. 16-30.\n(Finalist, the 2011 Harold H. Maynard Award for the Best paper Published in the Journal of Marketing)<\/li>\n<\/ul>\n<strong>2011<\/strong>\n<ul>\n \t<li>Rust, Roland T., Rajkumar Venkatesan, and\u00a0<strong>Kumar<\/strong>\u00a0(2011), \u201cWill the Frog Change into a Prince? Predicting Future Customer Profitability,\u201d\u00a0<strong>International Journal of Research in Marketing<\/strong>, Vol. 28 (4), pp. 281-294.\u00a0<em>(Finalist for the 2012 Best Paper Award published in the International Journal of Research in Marketing.)<\/em><\/li>\n \t<li><strong>Kumar, V.<\/strong>, S. Sriram, Anita Man Luo, and Pradeep Chintagunta (2011), \u201cAssessing the Effect of Marketing Investments in a Business Marketing Context,\u201d\u00a0<strong>Marketing Science<\/strong>, Vol. 30 (5), pp. 924-940.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, and Denish Shah (2011), \u201cCan Marketing Lift Stock Prices?\u201d\u00a0<strong>MIT Sloan Management Review<\/strong>, Vol. 52 (4), pp. 24-26.<\/li>\n \t<li>Kumar, V. and Denish Shah (2011). \u201cUncovering Implicit Customer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities\u2019 variable Annuity Sales,\u201d <strong>Marketing Science<\/strong>, Vol. 30 (4), pp. 595-603<\/li>\n<\/ul>\n<div id=\"pgc-1707-2-0\" class=\"panel-grid-cell\">\n<div id=\"panel-1707-2-0-2\" class=\"so-panel widget widget_black-studio-tinymce widget_black_studio_tinymce panel-last-child\" data-index=\"3\">\n<div class=\"panel-widget-style panel-widget-style-for-1707-2-0-2\">\n<div class=\"textwidget\">\n\n<strong>2010<\/strong>\n<ul>\n \t<li>Lilien, Gary, Douglas Bowman, Min Ding, Rajdeep Grewal, Abbie Griffin,\u00a0<strong>Kumar<\/strong>, Das Narayandas, Renana Peres, and Raji Srinivasan (2010), \u201cCalculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda,\u201d\u00a0<strong>Marketing Letters<\/strong>, Vol. 21 (3), pp. 287-299.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Lerzan Aksoy, Bas Donkers, Thorsten Wiesel, Rajkumar Venkatesan and Sebastian Tillmanns (2010), \u201cUndervalued Customers: Capturing Total Customer Engagement Value,\u201d\u00a0<strong>Journal of Service Research<\/strong>, Vol. 13 (3), August, pp. 297-310.<\/li>\n \t<li><strong>Kumar, V.<\/strong>\u00a0(2010), \u201cA Customer Lifetime Value-based Approach to Managing Marketing in the Multichannel, Multimedia Retailing Environment\u201d\u00a0<strong>Journal of Interactive Marketing<\/strong>, Vol. 24 (2), pp. 71-85.\u00a0<em>(Winner of the 2015 Editor\u2019s Choice Award for the Best Paper published in the Journal of Interactive Marketing in a five year period (2010-2014).)<\/em><\/li>\n \t<li><strong>Kumar, V.<\/strong>, A. Petersen and R. P. Leone (2010), \u201cDriving Profitability by Encouraging Customer Referrals: Who, When and How,\u201d\u00a0<strong>Journal of Marketing<\/strong>, Vol. 74 (5), pp. 1-17.<\/li>\n \t<li>Petersen, J. Andrew, and\u00a0<strong>Kumar\u00a0<\/strong>(2010), \u201cCan Product Returns Make You Money?\u201d\u00a0<strong>MIT Sloan Management Review<\/strong>, Vol. 51 (3), pp. 85-89.<\/li>\n \t<li>Kumar, V. and Yashoda Bhagwat (2010). \u201cListen to the Customer,\u201d <strong>Marketing Research: A Magazine of Management and Applications<\/strong>, Vol. 22 (2), pp. 14-19.<\/li>\n<\/ul>\n<strong>2009<\/strong>\n<ul>\n \t<li><strong>Kumar, V.<\/strong>, Rajkumar Venkatesan and Bharath Rajan (2009), \u201cImplementing Profitability through a Customer Lifetime Value Framework,\u201d\u00a0<strong>Marketing Intelligence Review<\/strong>, Vol. 1 (2), pp. 32-43.<\/li>\n \t<li>Krasnikov, Alexander, Satish Jayachandran and\u00a0<strong>Kumar<\/strong>\u00a0(2009), \u201cThe Impact of CRM Implementation on Cost and Profit Efficiencies: Evidence from US Commercial Banking Industry,\u201d\u00a0<strong>Journal of Marketing<\/strong>, Vol. 73 (6), pp. 61-76.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, and Denish Shah (2009), \u201cExpanding the Role of Marketing: From Customer Equity to Market Capitalization,\u201d\u00a0<strong>Journal of Marketing<\/strong>, Vol. 73 (6), pp. 119-136.\u00a0<em>(Winner of the 2009 MSI\/ H. Paul Root Award for the Best paper Published in the Journal of Marketing.)<\/em><\/li>\n \t<li><strong>Kumar, V.<\/strong>, and Bharath Rajan (2009), \u201cNurturing the Right Customers,\u201d\u00a0<strong>Strategic Finance<\/strong>, Vol. 91 (3), pp. 27-33.<\/li>\n \t<li>Petersen, J. Andrew, and\u00a0<strong>Kumar<\/strong>\u00a0(2009), \u201cAre Product Returns a Necessary Evil? Antecedents and Consequences,\u201d\u00a0<strong>Journal of Marketing<\/strong>, Vol. 73 (3), pp. 35-51.\u00a0<em>(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.)<\/em><\/li>\n \t<li><strong>Kumar, V.<\/strong>, Ilaria Dalla Pozza, J. Andrew Petersen, and Denish Shah (2009), \u201cReversing the Logic: The Path to Profitability through Relationship Marketing,\u201d\u00a0<strong>Journal of Interactive Marketing<\/strong>, Vol. 23 (2), pp. 147-156.<\/li>\n \t<li>Kumar, V., Fan, Jia, Gulati, Rohit and P. Venkat (2009). \u201cMarketing-Mix Recommendation to Manage Value Growth at P&amp;G Asia Pacific,\u201d <strong>Marketing Science<\/strong>, Vol. 28 (4), pp. 645-655.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, and Bharath Rajan (2009), \u201cProfitable Customer Management: Measuring and Maximizing Customer Lifetime Value,\u201d\u00a0<strong>Management Accounting Quarterly<\/strong>, Vol. 10 (3), pp. 1-18.<\/li>\n \t<li>Petersen, J. Andrew, Leigh McAlister, David J. Reibstein, Russell S. Winer,\u00a0<strong>Kumar<\/strong>\u00a0and Geoff Atkinson (2009), \u201cChoosing the Right Metrics to Maximize Profitability and Shareholder Value,\u201d\u00a0<strong>Journal of Retailing<\/strong>, Vol. 85 (1), pp. 95-111.<\/li>\n<\/ul>\n<strong>2008<\/strong>\n<ul>\n \t<li>Arora, Neeraj, Ghose, Anindya, Hess, James D., Iyengar, Raghuram, Jing, Bing, Joshi, Yogesh, Kumar, V., Lurie, Nicholas, Neslin, Scott, Sajeesh, S., Meng, Su, Syam, Niladri, Thomas, Jacquelyn and Z. John Zhang (2008). \u201cPutting One-to-One Marketing to Work: Personalization, Customization and Choice,\u201d<strong> Marketing Letters<\/strong>, Vol. 19 (314), pp. 305-321<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Rajkumar Venkatesan, and Werner Reinartz (2008), \u201cPerformance Implications of Adopting a Customer-Focused Sales Campaign,\u201d\u00a0<strong>Journal of Marketing<\/strong>, Vol. 72 (5), pp. 50-68.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, and Denish Shah (2008), \u201cResearch before you Leap: Does Cross- Sell Always Lead to Higher Profits?\u201d\u00a0<strong>Marketing Research: A Magazine of Management and Applications<\/strong>, Vol. 20 (3), pp. 26-32.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Rajkumar Venkatesan, Timothy R. Bohling and Denise Beckmann (2008), \u201cThe Power of CLV: Managing Customer Lifetime Value at IBM,\u201d\u00a0<strong>Marketing Science<\/strong>, Vol. 27 (4), pp. 585-599.<\/li>\n \t<li>Ramani, Girish and<strong>\u00a0Kumar v<\/strong> \u201cInteraction Orientation &amp; Firm Performance,\u201d\u00a0<strong>Journal of Marketing<\/strong>, Vol. 72 (1), pp. 27-45.\u00a0<em>(Finalist for the 2008 Harold H. Maynard Award for the Best Paper Published in the Journal of Marketing.)<\/em><\/li>\n \t<li><strong>Kumar, V.<\/strong>, Morris George and Joseph Pancras (2008), \u201cCross-buying in Retailing: Drivers and Consequences,\u201d\u00a0<strong>Journal of Retailing<\/strong>, Vol. 84 (1), pp. 15-27.\u00a0<em>(Winner, 2009 Davidson Award for the Best Paper Published in the Journal of Retailing.)<\/em><\/li>\n<\/ul>\n<strong><em>2007<\/em><\/strong>\n<ul>\n \t<li><strong>Kumar, V.<\/strong>\u00a0(2007), \u201cCustomer Lifetime Value: The Path to Profitability,\u201d\u00a0<strong>Foundations and Trends in Marketing<\/strong>, Vol. 2 (1), pp. 1-96<\/li>\n \t<li>Venkatesan, Rajkumar,\u00a0<strong>Kumar<\/strong>\u00a0and Timothy R. Bohling (2007), \u201cOptimal CRM using Bayesian Decision Theory: An application for Customer Selection,\u201d\u00a0<strong>Journal of Marketing Research<\/strong>, Vol. 44 (4), pp. 579-594.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, J. Andrew Petersen and Robert P. Leone (2007), \u201cHow Valuable is Word of Mouth?\u201d\u00a0<strong>Harvard Business Review<\/strong>, Vol. 85 (10), pp. 139-146.<\/li>\n \t<li>Venkatesan, Rajkumar,\u00a0<strong>Kumar<\/strong>\u00a0and Nalini Ravishankar (2007), \u201cMulti-Channel Shopping: Causes and Consequences,\u201d\u00a0<strong>Journal of Marketing<\/strong>, Vol. 71 (2), pp. 114-132.<\/li>\n \t<li><strong>Kumar, V.<\/strong>\u00a0and Morris George (2007), \u201cMeasuring and Maximizing Customer Equity: A Critical Analysis,\u201d\u00a0<strong>Journal of the Academy of Marketing Science<\/strong>, Vol. 35 (2), pp. 157-171.\u00a0<em>(Winner of the 2007 Sheth Foundation Award for the Best Paper Published in Journal of the Academy of Marketing Science.)<\/em><\/li>\n<\/ul>\n<strong>2006<\/strong>\n<ul>\n \t<li><strong>Kumar,<\/strong>\u00a0(2006), \u201cProfitable Relationships,\u201d\u00a0<strong>Marketing Research: A Magazine of Management and Applications<\/strong>, Vol. 18 (3), pp. 41-46.<\/li>\n \t<li><strong>Kumar, V.<\/strong>\u00a0(2006), \u201cCLV: A Databased Approach,\u201d\u00a0<strong>Journal of Relationship Marketing<\/strong>, Vol. 5 (2\/3), pp. 7-35.\u00a0<em>(Special Issue on CRM &#8212; Other contributors include Donald R. Lehmann, Sunil Gupta, Kay Lemon and Tim Keiningham.)<\/em><\/li>\n \t<li><strong>Kumar, V.<\/strong>, Katherine N. Lemon and A. Parasuraman (2006), \u201cManaging Customers for Value: An Overview and Research Agenda,\u201d\u00a0<strong>Journal of Service Research<\/strong>, Vol. 9 (2), pp. 87-94.<\/li>\n \t<li>Gupta, Sunil, Dominique Hanssens, Bruce Hardie, William Kahn,\u00a0<strong>Kumar<\/strong>, Nathaniel Lin, Nalini Ravishanker and S. Sriram (2006), \u201cModeling Customer Lifetime Value,\u201d\u00a0<strong>Journal of Service Research<\/strong>, Vol. 9 (2), pp. 139-155.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Rajkumar Venkatesan and Werner Reinartz (2006), \u201cKnowing What to Sell, When, to Whom,\u201d\u00a0<strong>Harvard Business Review,<\/strong>\u00a084 (3), pp. 131-137.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Denish Shah and Rajkumar Venkatesan (2006), \u201cManaging Retailer Profitability: One Customer at a time<strong>!\u201d Journal of Retailing<\/strong>, Vol. 82 (4), pp. 277-294.<\/li>\n<\/ul>\n<strong>2005<\/strong>\n<ul>\n \t<li><strong>Kumar, V.<\/strong>\u00a0and J. Andrew Petersen (2005), \u201cUsing a Customer Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence,\u201d\u00a0<strong>Journal of the Academy of Marketing Science<\/strong>, Vol. 33 (4), pp. 504-519.<\/li>\n \t<li><strong>Kumar, V.<\/strong>\u00a0and Rajkumar Venkatesan (2005), \u201cWho are the Multichannel Shoppers and How do they Perform?: Correlates of Multichannel Shopping Behavior,\u201d\u00a0<strong>Journal of Interactive Marketing<\/strong>, Vol. 19 (2), pp. 44-62.\u00a0<em>(\u201cRunner-Up\u201d Award for the Best Paper Published in 2005 in the Journal of Interactive Marketing.)<\/em><\/li>\n \t<li>Reinartz, Werner, Jacquelyn Thomas and\u00a0<strong>Kumar<\/strong>\u00a0(2005), \u201cBalancing Acquisition and Retention Resources to Maximize Customer Profitability,\u201d\u00a0<strong>Journal of Marketing<\/strong>, Vol. 69 (1), pp. 63-79.\u00a0<em>(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.)<\/em><\/li>\n<\/ul>\n<strong>2004<\/strong>\n<ul>\n \t<li>Venkatesan, Rajkumar and\u00a0<strong>Kumar<\/strong>\u00a0(2004), \u201cA Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy,\u201d\u00a0<strong>Journal of Marketing<\/strong>, Vol. 68 (4), pp. 106-125.\u00a0<em>(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.)<\/em><\/li>\n \t<li>Rust, Roland, Tim Ambler, Gregory S. Carpenter,\u00a0<strong>Kumar<\/strong>\u00a0and Rajendra K. Srivastava (2004), \u201cMeasuring Marketing Productivity: Current Knowledge and Future Directions,\u201d\u00a0<strong>Journal of Marketing<\/strong>, Vol. 68 (4), pp. 76-89.<\/li>\n \t<li><strong>Kumar, V.<\/strong>\u00a0and J. Andrew Petersen (2004), \u201cMaximizing ROI or Profitability: Is One Better than the Other,\u201d\u00a0<strong>Marketing Research: A Magazine of Management and Applications<\/strong>, Vol. 16 (3), pp. 28-34.<\/li>\n \t<li><strong>Kumar, V.<\/strong>, Girish Ramani and Timothy R. Bohling (2004), \u201cCustomer Lifetime Value Approaches and Best Practice Applications.\u201d\u00a0<strong>Journal of Interactive Marketing<\/strong>, Vol. 18 (3), pp. 60-72.<\/li>\n \t<li>Thomas, Jacquelyn, Werner Reinartz and\u00a0<strong>Kumar<\/strong>\u00a0(2004), \u201cGetting the Most out of All Your Customers,\u201d\u00a0<strong>Harvard Business Review<\/strong>\u00a0Vol. 82 (7\/8), pp. 116-123.<\/li>\n \t<li><strong>Kumar, V.<\/strong>\u00a0(2004), \u201cLeveraging Superior Marketing Tools to Maximize Profits,\u201d\u00a0<strong>Strategic Marketing<\/strong>, Vol. 3 (2), pp. 18-23.<\/li>\n \t<li><strong>Kumar, V.<\/strong>\u00a0and Girish Ramani (2004), \u201cTaking CLV Analysis to the Next Level,\u201d\u00a0<strong>Journal of Integrated Marketing Communications\u00a0<\/strong><em>(formerly Journal of Integrated Communications)<\/em>, Vol. 4 (1), pp. 27-33.<\/li>\n \t<li><strong>Kumar, V.<\/strong>\u00a0and Denish Shah (2004), \u201cBuilding and Sustaining Profitable Customer Loyalty for the 21st Century,\u201d\u00a0<strong>Journal of Retailing<\/strong>, Vol. 80 (4), pp. 317-329.\u00a0<em>(Ranked # 1 for the most downloaded article in the history of Journal of Retailing.)<\/em><\/li>\n<\/ul>\n<strong>2003<\/strong>\n<ul>\n \t<li><strong>Kumar, V.<\/strong>, Timothy R. Bohling and Rajendra N. Ladda (2003), \u201cAntecedents and Consequences of Relationship Intention: Implications for Transaction and Relationship Marketing,\u201d\u00a0<strong>Industrial Marketing Management<\/strong>, Vol. 32 (8), pp. 667-676.<\/li>\n \t<li>Reinartz, Werner and\u00a0<strong>Kumar<\/strong>\u00a0(2003), \u201cThe Impact of Customer Relationship Characteristics on Profitable Lifetime Duration,\u201d\u00a0<strong>Journal of Marketing<\/strong>, Vol. 67 (1), pp. 77-99.\u00a0<em>(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.)<\/em><\/li>\n<\/ul>\n<strong>2002<\/strong>\n<ul>\n \t<li>Reinartz, Werner and\u00a0<strong>Kumar<\/strong>\u00a0(2002), \u201cThe Mismanagement of Customer Loyalty,\u201d\u00a0<strong>Harvard Business Review<\/strong>, Vol. 80 (7), pp. 86-97.<\/li>\n \t<li>Fildes, Robert and Kumar, V. (2002). \u201cTelecommunications Demand Forecasting &#8211; A Review,\u201d <strong>International Journal of Forecasting<\/strong>, Vol. 18 (4), pp. 489-522<\/li>\n \t<li>Berger, Paul D., Ruth N. Bolton, Douglas Bowman, Elten Briggs,\u00a0<strong>Kumar<\/strong>, A. Parsuraman and Creed Terry (2002), \u201cMarketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management,\u201d\u00a0<strong>Journal of Service Research<\/strong>, Vol. 5 (1), pp. 39-54.<\/li>\n \t<li>Kumar, V. and Timothy R. Bohling (2002). \u201cSix Steps to Better Decision Models,\u201d <strong>Marketing Research: A Magazine of Management and Applications<\/strong>, Vol. 14 (2), pp. 8-12.<\/li>\n<\/ul>\n<strong>2000<\/strong>\n<ul>\n \t<li>Kumar, V., Ramaswami, Sridhar N. and Rajendra K. Srivastava (2000). \u201cA Model to Explain Shareholder Returns: Marketing Implications\u201d<strong> Journal of Business Research<\/strong>, Vol. 50 (2), pp. 157-167.<\/li>\n \t<li>Reinartz, Werner and\u00a0<strong>Kumar<\/strong>\u00a0(2000), \u201cOn the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing,\u201d\u00a0<strong>Journal of Marketing<\/strong>, Vol. 64 (4), pp. 17-35.\u00a0<em>(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.)<\/em><\/li>\n \t<li>Krishnan, Trichy V., Bass, Frank M. and V. Kumar (2000). \u201cImpact of a Late Entrant on the Diffusion of a New Product \/ Service,\u201d<strong> Journal of Marketing Research<\/strong>, Vol. 37, (2), pp. 269-278.<\/li>\n<\/ul>\n<strong>1995<\/strong>\n<ul>\n \t<li>Kumar, V. and Jaishankar Ganesh (1995). \u201cState-of-the-Art in Brand Equity Research: What We Know and What Needs to be Known,\u201d <strong>Australasian Journal of Market Research<\/strong>, Vol. 3 (1), pp. 3-22.<\/li>\n \t<li>Kumar, V. and Velavan Subramaniam (1995). \u201cCustomer&#8217;s Role in Continuous Quality Improvement Process,\u201d <strong>Australasian Journal of Market Research<\/strong>, Vol. 3 (2), pp. 3-14.<\/li>\n<\/ul>\n<strong>1991<\/strong>\n<ul>\n \t<li>Kumar, V. and Gary J. Gaeth (1991). \u201cAttribute Order and Product Familiarity Effects in Decision Tasks Using Conjoint Analysis,\u201d<strong> International Journal of Research in Marketing<\/strong>, Vol. 8, (2), pp. 113-124.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-89a7c15\" data-id=\"89a7c15\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8af64e3 elementor-widget elementor-widget-image\" data-id=\"8af64e3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.vkclv.com\/index.php\/full-vitae\/\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"729\" height=\"942\" src=\"https:\/\/www.vkclv.com\/wp-content\/uploads\/2021\/05\/vitae1.png\" class=\"attachment-2048x2048 size-2048x2048\" alt=\"\" srcset=\"https:\/\/www.vkclv.com\/wp-content\/uploads\/2021\/05\/vitae1.png 729w, https:\/\/www.vkclv.com\/wp-content\/uploads\/2021\/05\/vitae1-232x300.png 232w\" sizes=\"auto, (max-width: 729px) 100vw, 729px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7e060ee elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7e060ee\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-007d77f\" data-id=\"007d77f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-71b5ee1 elementor-align-right elementor-widget elementor-widget-button\" data-id=\"71b5ee1\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a href=\"https:\/\/www.vkclv.com\/index.php\/books\/\" class=\"elementor-button-link elementor-button elementor-size-xl\" role=\"button\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Books\u21e8<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>CLV KNOWLEDGE SOURCE Journal Articles The below articles are related to the concept of Customer Lifetime Value.For a complete list of Dr. Kumar&#8217;s articles please see his full vitae. BooksBook Chapters For a complete list of Dr. V. Kumar&#8217;s Publications please see his Full Vitae\u21e8 Forthcoming Gupta, Shaphali, Leszkiewicz, Agata, Kumar, V., Bijmolt, Tammo, Potapov, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"footnotes":""},"class_list":["post-188","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.vkclv.com\/index.php\/wp-json\/wp\/v2\/pages\/188","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vkclv.com\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.vkclv.com\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.vkclv.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vkclv.com\/index.php\/wp-json\/wp\/v2\/comments?post=188"}],"version-history":[{"count":55,"href":"https:\/\/www.vkclv.com\/index.php\/wp-json\/wp\/v2\/pages\/188\/revisions"}],"predecessor-version":[{"id":2833,"href":"https:\/\/www.vkclv.com\/index.php\/wp-json\/wp\/v2\/pages\/188\/revisions\/2833"}],"wp:attachment":[{"href":"https:\/\/www.vkclv.com\/index.php\/wp-json\/wp\/v2\/media?parent=188"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}