Bio
Kusum teaches the elective courses Managing the Marketing Channel and Marketing Research in Tuck's MBA program. She has also taught in several of Tuck's general and specialized executive programs, and consulted with or conducted training programs for companies like the Chubb Group, Doremus, Hasbro, Maxeda, Merial, The Parthenon Group, and Trinity Partners.
Current Research Topics
- Manufacturer-retailer interaction, distribution of power, and performance
- Retailing
- Consumer and competitor response to major policy changes
- Determinants and effects of marketing spending
- Consumer food choices and marketing
Professional Activities
Academic positions
- Tuck School of Business, 1993–present
- Assistant Professor of Marketing, Boston College, 1992–93
- General Motors Teaching and Research Fellow, Darden Graduate School of Business Administration, University of Virginia, 1991–92
Book
- With P. Farris, Getting Multi-Channel Distribution Right, John Wiley & Sons publishers, forthcoming Spring/Summer 2020.
Nonacademic positions
- President-Elect, INFORMS Society for Marketing Science, 2020 –2021.
- Secretary, INFORM Society for Marketing Science Board, 2016—2019
- Academic Trustee, AiMark, 2009 –.
- Academic Trustee, Marketing Science Institute, 2013 –.
- Advisory Board, Global Center on Big Data in Mobile Analytics, Fox School, Temple University, 2015 –.
- Trustee, Southern New Hampshire University (SNHU), 2009 – 2016.
- Marketing Advisor, Query Mall.com, 2016 –.
Editorial positions
Associate and Co-Editor:
- AE, International Journal of Research in Marketing, 2009 – 2015.
- AE, Journal of Marketing, 2011 –.
- AE, Journal of Marketing Research, 2018 –.
- AE, Journal of Retailing, 2014 – 2018.
- AE, Marketing Science, 2019 –.
- Senior Co-editor, Marketing Science Special Issue on Health, 2016 – 2018.
Editorial Review Boards:
- International Journal of Research in Marketing, 2015 – 2018.
- Journal of the Academy of Marketing Science, 2012 –2013, 2015 –.
- Journal of Marketing, 2004 – 2011.
- Journal of Marketing Research, 2008 – 2018.
- Journal of Retailing, 2000 – 2014.
- Marketing Science, 2005 – 2018.
Awards
- Distinguished Alumni Award, Indian Institute of Management Bangalore, 2020.
- Finalist, Paul E. Green Award for Significant Contribution to the Practice of Marketing Research and Research in Marketing, Journal of Marketing Research, 2019.
- First Runner Up, William R. Davidson Best Paper Award, Journal of Retailing, 2019.
- Winner, Paul H. Root Award for Significant Contribution to the Advancement of the Practice of Marketing, MSI and Journal of Marketing, 2018.
- Finalist, Shelby Hunt/Harold Maynard Award for Significant Contribution to Marketing Theory and Thought, Journal of Marketing, 2018.
- Finalist, INFORMS Society for Marketing Science Long Term Impact Prize, 2015
- Overall Best Paper in Conference Award, AMA Winter Educators Conference, 2012
- Best Paper Award, Social Responsibility, Sustainability and Marketing Track, AMA Winter Educators Conference, 2012
- Finalist, Paul E. Green Award for Significant Contribution to the Practice of Marketing Research and Research in Marketing, Journal of Marketing Research, 2010.
- Emerald Management Reviews Citation of Excellence Award, 2009.
- Finalist, Paul E. Green Award for Significant Contribution to the Practice of Marketing Research and Research in Marketing, Journal of Marketing Research, 2007.
- Winner, John D.C. Little Best Paper Award, Marketing Science, 2005.
- Finalist, INFORMS Society for Marketing Science Practice Prize, 2005.
- Winner, Marketing Science Institute/Journal of Marketing Research Competition on “Practitioner-Academic Collaborative Research”, 2004.
- Winner, Harold H. Maynard Award for the Best Article on Marketing Theory and Thought, Journal of Marketing, 2004.
- Finalist, William F. O’Dell Award for Most Significant Long-Term Contribution to Marketing Theory, Methodology and/or Practice, Journal of Marketing Research, 2003.
- Winner, First William Davidson Award for Best Contribution to Theory and Practice in Retail Marketing, Journal of Retailing, 1997.
Working Papers
- With Yu Ma, Mercedes Martos-Partal, and Oscar Gonzalez-Benito, "Private Label Supply by National Brand Manufacturers: Received Wisdom and Empirical Reality,” 2020.
- With Maya Vuegen, Anne ter Braak, and Lien Lamey, “How Mobile Self-Scanning Use Influences Consumers’ Grocery Purchases,” Marketing Science Institute Working Paper Series, No. 19-xxx, 2017
- With Sara Van der Maelen, Els Breugelsmans, Kathleen Cleeren, and Scott Neslin, “Who Stays and Who Goes? Testing the Boundaries of Loyalty," 2017
- With Rajiv Dant and Dhruv Grewal, “The Difference Between Perceptual and Objective Performance Measures: An Empirical Analysis,” Marketing Science Institute Working Paper Series, No. 04-001, 2004
- With Karen Gedenk and Scott Neslin, “Understanding Competition Between Retailers and Manufacturers: An Integrated Analysis of Store Brand and National Brand Deal Usage,” SSRN Working Paper, abstract, 2003
Selected Publications
- With Y. Ma and D. Grewal, "The Club Store Effect: Impact of Shopping in Warehouse Club Stores on Consumers’ Packaged Food Purchases," Journal of Marketing, Vol. 55, No. 2, 193-207, 2018.
- With H. Datta and H. van Heerde, “How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing Mix Response?” Journal of Marketing, Vol. 81, Issue 3, 1-20, 2017.
- With P. Farris, “Managing Multi- and Omni-Channel Distribution: Metrics and Research Directions,” Journal of Retailing, Special Issue on Future of Retailing, Vol. 93, Issue 1, 120-135, 2017.
- With J. Emond, D. Gilbert-Diamond, Y. Ma, and D. Grewal, “The Home Food Environment and a Young Child’s Weight Status,” The FASEB Journal, Vol. 29, No. 1, Supplement, 132.2, 2016
- With S. Gupta, edited by R. Winer and S. Neslin, "Sales Promotion”, in History of Marketing Science, 2014
- With K. Gedenk, T. Langer, Y. Ma, and S. Neslin, “Consumer Response to Uncertain Promotions: An Empirical Analysis of Conditional Rebates”, International Journal of Research in Marketing, Vol. 31, Issue 1, 94-106, 2014
- With S. Neslin, J. Luan, and G. Taylor, “Does Retailer CSR Enhance Behavioral Loyalty: A Case for Benefit Segmentation,” International Journal of Research in Marketing, Vol. 31, Issue 2, 156-167, 2014
- With Y. Ma, and D. Grewal, “Soda Versus Cereal and Sugar Versus Fat: Drivers of Healthful Food Intake and the Impact of Diabetes Diagnosis,” Journal of Marketing, Vol. 77, Issue 3 (May), 101-120, 2013
- "An Empirical Analysis of the Effect of Gasoline Prices on Consumer Shopping Behavior," Journal of Marketing, 2011
- "When Wal-Mart Enters: How Incumbent Retailers React and How This Affects Their Sales Outcomes," Journal of Marketing Research, 2010
- "Private Label Use and Store Loyalty," Journal of Marketing, 2008.
- "Decomposition of the Sales Impact of Promotion-Induced Stockpiling," Journal of Marketing Research, August 2007
- "Quantifying and Improving Promotion Profitability at CVS," Marketing Science, 2007
- "Retailer Promotion Profitability: The Role of Promotion, Brand, Category, and Market Characteristics," Journal of Marketing Research, 2006
- "Predicting Competitive Response to a Major Policy Change: Combining Game-Theoretic and Empirical Analysis," Marketing Science, 2005
- "An Empirical Analysis of Retail Margins: The Role of Store Brand Share," Journal of Marketing, 2004
- "Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble’s Value Pricing Strategy," Journal of Marketing, 2001