TRICHY V. KRISHNAN Department of Marketing NUS Business School National University of Singapore

Transcription

1 TRICHY V. KRISHNAN Department of Marketing NUS Business School National University of Singapore EDUCATION PhD, Marketing (1994): The University of Texas at Dallas, USA. M.A. International Management Studies (1992): The University of Texas at Dallas, USA. B.E. Honours Mechanical Engineering (1982): The Madras University, India. RESEARCH INTERESTS 1. Developing models that can explain and forecast sales growth of new breakthrough products and the brands therein, and associated issues including the impact of factors that affect sales growth. 2. Application of game theory techniques in order to understand and explain the various differentiating strategies used by firms, especially in retail area and across channels. 3. Adoption of Financial Inclusion services by villagers in India 4. Building mathematical models to analyse consumer level data such as scanner panel data and direct marketing data and study consumer purchasing behaviour. 5. Licensing and IP Rights: Interface with Marketing. TEACHING INTERESTS Marketing Channel Strategies, Pricing, Marketing Strategies, Marketing Decision Models. WORK EXPERIENCE Vice-Dean, Research & PhD: NUS Business School, NUS, Nov 2010 Dec Member of the deanery: NUS Business School, Nov 2010 Dec Associate Professor (tenured): NUS Business School, NUS, Jan 2003 present. Head of Marketing: NUS Business School, NUS, Singapore, Jan 2005 Dec Assistant Dean, Research: NUS Business School, NUS, Singapore, July 2004 Dec Associate Professor (tenured): The Jesse H. Jones Graduate School of Management, Rice University, Houston, June 2002 Aug Assistant Professor: Jesse H. Jones Graduate School of Management, Rice University, Houston, July 1997 June 2002 Research Fellow: CentER, Tilburg University, The Netherlands, June 96 July 97 Faculty of Business Administration: Tilburg University, The Netherlands, June 96 July 97 Assistant Professor of Marketing, Nyenrode University, The Netherlands, May 94 June 96 Teaching Assistant, Marketing, University of Texas at Dallas, Jan 89 April 93 Industry Experience Marketing Executive, Ashok Leyland Ltd., India, June 1982 December 1988 RESEARCH PUBLICATIONS [google citation count as of August 2015 is 1658] To Retain or Upgrade: The Effects of Two Types of Direct Mail on Regular Donation Behavior, with Suman Ann Thomas and Feng Shanfei, International Journal of Research in Marketing, Issue 1, 2015 (forthcoming). 1 P age

2 The multiple roles of interpersonal communication in new product growth, with P B Seetharaman and D Vakratsas, International Journal of Research in Marketing, Vol. 29, Issue 3, September 2012, [Google citation count: 3] Modeling the demand and supply in a new B2B-upstream market using a knowledge updating mechanism, with Tony Beebe and Feng Shanfei, International Journal of Forecasting, 27, no. 4, 2011, pages To push for stardom or not: A rookie s dilemma in the Tamil movie industry, with Sakkthivel, IIMB Management Review, Vol. 22, Issue 3, September 2010, pages [Google citation count: 5] International Diffusion, with Suman Ann Thomas, a chapter in a research handbook on International Marketing, editors: Masaaki Kotabe and Kris Helsen, 2009.[Google citation: 10] Customer loyalty programs: Are they profitable? with Siddarth Singh and Dipak Jain, Management Science, Vol. 54, No. 6, June 2008, pp [Google citation count: 41] Defining best efforts in new-product licensing contracts, with Murali Santhanam, in the December 2007 issue of Nouvelles, Vol XLII, No. 4, journal of the Licensing Executives Society. "The impact of consumer internet experience on channel preference and usage intentions across the different stages of the buying process," with Ruud Frambach and H.C.A. Roest, Journal of Interactive Marketing, Vol. 21, Issue 2, April 2007, pp Top cited article in period. [Google citation count: 159] Optimal dynamic advertising policy for new products, with Dipak Jain, Management Science, Vol. 52, Number 12, December 2006, pp [Google citation count: 47] Evolutionary estimation of macro-level diffusion models using Genetic Algorithms: An alternative to Non-Linear Least Squares, with Raj Venkatesan and V. Kumar, Marketing Science, Vol. 23, No. 3, Summer 2004, pp [Google citation count: 73] Licensing of new products: Determinants of Royalty Structure, with Murali Santhanam, published in the December 2002 issue of Nouvelles, journal of the Licensing Executives Society. A flexible class of purchase incidence models, with P.B. Seetharaman, Review of Marketing Science, Vol. 1, no. 3, Working Paper 4, 2002, pp [Google citation count: 5] A Top-10 downloaded article in period. Multinational diffusion models: An alternative framework, with V. Kumar, Marketing Science, Vol. 21, Issue 3, 2002, pp [Google count on citation: 139] Consistent assortment provision and service provision in a retail environment, with Kitty Koelemeijer and Ram C. Rao, Marketing Science, Vol. 21, No. 1, Winter 2002, pp [Google count on citation: 26] Impact of a late entrant on the diffusion of new product / service, with Frank M. Bass and V. Kumar, Journal of Marketing Research, Vol. 37(2), May 2000, pp [Google count on citation: 159] 2 P age

3 Modeling the marketing mix influence in new product diffusion, with Frank M. Bass and Dipak Jain, as a chapter in New Product Diffusion Models book, edited by Mahajan, Muller and Wind, 2000, Kluwer Academic Publications. [Google count on citation: 90] Optimal pricing strategy for new products, with Frank M. Bass and Dipak Jain, Management Science, Vol. 45(12), December 1999, pp [Google count on citation: 174] Guaranteed Profit Margins: A demonstration of retailer power, with Harsh P. Soni, International Journal of Research in Marketing, Vol. 14, February 1997, pp [Google count on citation: 52] Supply Chain Management, with Henk de Wilt, Spring Feature of The European Retail Digest, 1995 (Issue 6). [Practitioners oriented journal] The Wal-Mart revolution in Europe: The importance of Supply Chain Management, with Henk de Wilt, PaineWebber Consumer News, Winter [Practitioners oriented journal] Double Couponing and retail pricing in a couponed product category, with Ram C. Rao, Journal of Marketing Research, Vol. 32(4), November 1995, pp [Google count on citation: 22] Why the Bass Model fits without decision variables, with Frank M. Bass and Dipak Jain, Marketing Science, Summer 1994, Vol. 13(3), pp [Google count on citation: 649] Papers under Review New Product Sales Forecasting: Influence of Consumer Voice Vs. Market Noise with Dipak Jain and Shanfei Feng. Under review with International Journal of Research in Marketing. Decision on Contract Duration in a Series of Successive Contracts in B2B Markets with Feng Shanfei. Submitted to Management Science in April 2015 but got rejected due to not meant for Marketing. Tried to convince the area coordinator otherwise but couldn t succeed. I am now trying to find another outlet, probably an economics journal. Working Papers (to be sent for review by Sep 2015) Sachet Pricing in Cash-constrained Economy: At premium or discount? with Suman Ann Thomas of ISB. Service Provision in Alliance Networks with Siddarth Singh of ISB and Dipak Jain of Sasin Graduate School of Business (Thailand). Role of Category-level Elasticity on the issue of Integration Vs. Decentralization in Channels, with J. Zhiying and S. Rajiv. Which should product managers optimize first for new products: Price or Advertising? with Haodong Zhang [Intend to send by end of May 2015]. Household-level adoption of Solar Panel Data, with Hossein Eslami Diseje of Lebanon Business School. 3 P age

4 Ongoing Research What would make the un-banked and under-banked population adopt the Financial Inclusion services : I am working with around 6 villages in the Cauvery delta region, taking help from around 20 MBA students of IIM-Trichy and Microsave Foundation, an arm of Bill Gates Foundation. This research is funded by NUS and ISB. Research topics include: 1. Factors influencing adoption of Financial Inclusion in rural areas. 2. How far do the FI initiatives address the Indian government s stated objectives? 3. Do microfinance loans help the poor or make them more vulnerable? 4. What is the risk perception of rural families who experience earning risk everyday. Other Working Papers: New Drug Introduction Strategy Dilemma, with Srini Srinivasan (Novartis), targeted for Management Science. Impact of Omitted Variables on Included Variables in the Diffusion Models, with Demetrios Vakratsas. PhD students guided Feng Shanfei (Monash, Australia) Suman Ann Thomas (ISB, India) Sun Li (co-chaired with Surendra Rajiv) Hossein Eslami Diseje (graduated in 2015; just joined Lebanon Business School) Haodong Zhang (graduated in 2015) CASES Tilting Windmills: Sanex Tries to Conquer Europe (1995), with Chet Borucki, published and distributed by European Case Clearing House. - Won the 1995 best case award from ecch. - This is regarded as one of the best selling cases. - Has been reprinted as a leading case in two international marketing text books. Piecing the Puzzle Together: Philips CEE 1993 (1994), with Chet Borucki and Drazen Kucan, published and distributed by European Case Clearing House. - Won the 1994 best case award from ecch. Ramcides: Family Business on the road to Professionalism, (2012) with MBA exchange students at NUS. Aravind Eye Care, a Social Enterprise: Who carries the torch (2015), with Michael Frese. Cases on Sustainability ( ): Under my guidance, 15 cases have been written by the MBA students of NUS Business School. REPRINTS Why the Bass Model Fits without Decision Variables, with Frank M. Bass and Dipak Jain, Marketing Science, Summer 1994, Vol. 13(3), pp Reprinted in many leading marketing textbooks. 4 P age

5 Tilting Windmills: Sanex Tries to Conquer Europe, with Chet Borucki, International Marketing Research, V. Kumar, Prentice Hall, Tilting Windmills: Sanex Tries to Conquer Europe, with Chet Borucki, Global Marketing Management, Masaaki Kotabe and Kristiaan Helsen, John Wiley & Sons, Inc., TEACHING RATINGS Rice University ( ): Scored around 2 where 1 was best and 5 was worst. NUS Business School (2003 till now): Scoring around 4.2 to 4.6 where 5 is the best and 1 is the worst. I have always been in the top 5 percentile of the school faculty, which has around 150 teaching staff. MBA Best Teacher (2007) at NUS: Voted by the students when they graduate Best Educator: Awarded by the NUS Business School. MBA Best Teacher in (2010) at NUS: Voted by the students when they graduate. ISB (sharing with Ram Rao his retailing course), Mar 2013: Mode 6.0 Teaching Portfolio Channel Management, and Pricing: This is a highly sought-after course; always oversubscribed. Teaching evaluation is higher than 4.5 consistently (max is 5). I follow the text-book by Louis Stern, et al. (40%), and use cases (40%), research papers (10%) and my own notes (10%). Product and Brand Marketing Strategy: I teach this at both MBA and EMBA levels. I use the Markstrat game (35%), cases (35%), mathematical models (15%) and current research output (15%) in the course. Student enrollment is typically very high for this course, and the mean teaching rating is 4.2 to 4.6 (the maximum is 5). Multivariate Tools for Marketing Marketing Models Marketing Research PROFESSIONAL ACTIVITIES Editorial Review Board: ROMS (Review of Marketing Science), November 2000 present International Journal of Research in Marketing (from Jan ). Ad-hoc but constant reviewer for Journal of Marketing Research, Journal of Marketing, Management Science, Marketing Science, Journal of Business, International Journal of Research in Marketing, IEEE and International Journal of Forecasting. Engaged in consultation assignments in oil & gas drilling rig industry. I am an Independent director with Commonwealth Inclusive Growth Services, a BC startup in the Financial Inclusion sector. Based in Chennai. Adviser to itwins, a hi-tech start-up based in Singapore. Adviser to CleanTech, SG, a company specializing in sustainability solutions. 5 P age

6 HONORS Best Marketing Professor: CMO Asia Awards Best MBA Teacher of 2010 (NUS Business School) Best 2007 Department-level Teacher Award from the University Best MBA Teacher of 2007 (NUS Business School) The paper "The impact of consumer internet experience on channel preference and usage intentions across the different stages of the buying process," was the top cited article in period. The paper A Flexible Class of Purchase Incidence Models, was rated as a Top-10 downloaded article in ROMS website. The case Tilting Windmills: Sanex Tries to Conquer Europe, received the EFMD (European Foundation for Management Development) 1996 Best Case Award. The case Piecing the Puzzle Together: Philips CEE 1993, received the EFMD (European Foundation for Management Development) 1995 Best Case Award. The paper, Why the Bass Model Fits without Decision Variables, was a finalist for 1994 John D.C. Little Best Paper Award. Received the 1994 Bud Phillips Award from MARC for the best outgoing doctoral student, at the University of Texas at Dallas. Selected as the 1992 Doctoral Consortium Fellow from the University of Texas at Dallas. 6 P age