Biography Professor Lakshman Krishnamurthi

A. Montgomery Ward Distinguished Professor of Marketing

BS 1975, Electrical Engineering, IIT, Madras, India; MBA 1977,
Louisiana State University, Baton Rouge; MS 1980, Statistics, Stanford
University; Ph.D. 1981, Marketing, Stanford University.
Address:
Marketing Department
Kellogg School, Northwestern University
Evanston, IL 60208-2008, USA
Tel: 1-847-467-1286, Fax: 1-847-491-2498,
email: Laksh@kellogg.northwestern.edu (preferred)
Academic Positions Held
Kellogg Graduate School of Management, Northwestern University, 1980-88, 1990-Present
A. Montgomery Ward Professor of Marketing, 1992-Present
Associate Professor of Marketing, 1990-1992
Assistant Professor of Marketing, 1980-1988
College of Business, University of Illinois at Chicago, 1988-1990
Associate Professor of Marketing, 1988-1990
Visiting Professor, Faculty of Economics, University of Ljubljana, 2000 - Present
Courses / Topics Taught
Marketing Management
Marketing Strategy
Pricing
Marketing Research
Multivariate Statistics
Career and Recent Professional Awards; Teaching
Received the Sidney Levy award for teaching excellence in the Kellogg MBA program, 1999,
2001, 2003, 2007, and 2011
Selected as Best Professor for core courses, Executive MBA Program (EMP 63), Kellogg
School, 2006
Selected as Professor of the Year, joint Kellogg-Hong Kong University of Science &
Technology executive MBA program, 2000
Finalist, Professor of the Year, joint Kellogg-Hong Kong University of Science &
Technology executive MBA program, 2002
Winner, 2000 Donald Lehmann award for best paper based on a dissertation published in the
Journal of Marketing Research
Winner, 1999 Paul Green Best Paper Award for best paper in the Journal of Marketing
Research
Winner, 1991 Best Paper Award, AMA Summer Educators' Conference
Finalist, 1990 for the William O'Dell award for paper published in Journal of Marketing
Research, 1985-90
Winner, 1988 John D.C. Little Best Paper Award for best paper in Marketing Science
Professional Leadership
Chairman, Department of Marketing (1993-2004)
Academic Director, Pricing Strategies and Tactics executive program (1995-2014)
Academic Director, customized marketing programs for Senior Latin American Program
(Seminarium), Becton Dickinson, ConAgra, International Truck & Engine
Research Areas
Pricing & Media
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Pharmaceutical Marketing
Digital Marketing
Books
Co-author of Principles of Pricing: An Analytical Approach with Professor Rakesh Vohra,
Cambridge University Press, March 2012
In progress, China and India: An Asian Century (with Sugandha Khandelwal and Yuxin
Chen) comparing marketing practices in key industry segments in China and India.
Current Projects
Evaluation of frequency reward programs (with Huseyin Karaca and Yuxin Chen)
Evaluation of a coalition loyalty program (with Rebecca Wang and Ed Malthouse)
Online word of mouth and optimal new product pricing (with Shyam Gopinath and Yuxin
Chen)
Representative Publications
Soysal, Gonca and Lakshman Krishnamurthi (2016), How Does Adoption of the Outlet
Channel Impact Customers Spending in the Retail Stores: Conflict vs. Synergy,
Management Science, Vol. 62, No.9, pp. 2692-2704,
Wang, Rebecca Jen-Hui, Edward Malthouse, and Lakshman Krishnamurthi (2015), On the
Go: How Mobile Shopping Affects Customer Purchase Behavior, Journal of Retailing, Vol.
91, No. 2, pp. 217-234
Investigating the Relationship between the Content of Online Word of Mouth, Advertising
and Brand Performance, (with Shyam Gopinath & Jakki Thomas), Marketing Science
(2013)
Demand Dynamics in the Seasonal Goods Industry: An Empirical Analysis, (with Gonca
Soysal), Marketing Science (2012)
Channel Pass-Through of Trade Promotions,(with Vincent Nijs, Kanishka Misra, Eric
Anderson, and Karsten Hansen), Marketing Science (2009)
Customizing Promotions in Online Stores, (with Jie Zhang), Marketing Science (2004)
"Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers" (with Venkatesh
Shankar and Greg Carpenter), Journal of Marketing Research, 1998. Winner, 1998 Paul
Green award and the 2000 Donald Lehmann award for best paper in JMR
"Asymmetric Response to Price in Consumer Brand Choice and Purchase Quantity
Decisions," (with Tridib Muzamdar and S. P. Raj), Journal of Consumer Research, 1993. An
earlier version won the best paper award in the Marketing Management track of the 1991
AMA Summer Educators' conference.
"A Model of Brand Choice and Purchase Quantity Price Sensitivities," (with S. P. Raj),
Marketing Science, 1988. Received the John D. C. Little Best Paper Award.
"The Equity Estimator for Marketing Research," (with Arvind Rangaswamy), Marketing
Science, 1987
"The Effect of Advertising on Consumer Price Sensitivity," (with S. P. Raj), Journal of
Marketing Research, 1985. Finalist for the William O'Dell award.
General / Consulting
Consulted for Pearson Publishing, Medtronic, Motion Computing, Intersil, Accelrys, ZS
Associates, Chicago Tribune, and several others
Conducted executive education seminars for Siemens Health Care Diagnostics, DuPont,
Microsoft, Abbott, ExxonMobil, Johnson & Johnson (Ethicon, Ethicon Endo, Ortho Clinical
Diagnostics, ASP), ThyssenKrupp Elevators, British Petroleum, Ford Motors, Merck KgaA,
Novartis, Wolters Kluwer, Honeywell, Seminarium (Latin America), Peninsula Hotels,
Chicago Tribune, and others
May 23, 2017