K. Sudhir is James L. Frank ’32 Professor of Marketing, Private Enterprise and Management and Founder-Director of the Yale China India Insights Program at the Yale School of Management, where he has been a faculty member since 2001. He is Professor of Economics (by courtesy) at the Yale Economics Department. He leads the academic-industry interface for quantitative marketing at the Yale Center for Customer Insights (YCCI). He has been a Visiting Fellow/Professor at various universities around the world including MIT, Cambridge, INSEAD, Toronto and HKUST. He served as Visiting Fellow at Microsoft Research for the year 2020.
Sudhir’s substantive interests include customer relationship management, digital marketing and artificial intelligence, marketing organizations and emerging markets. As a pioneer in the use of structural empirical methods in marketing, he developed fundamental models in the areas of customer management, salesforce management and compensation, organizational buying and marketing channels. His papers use a wide range of methods including machine learning, quasi-experiments, field experiments and game theory.
Professor Sudhir’s research has been honored with numerous awards across all major quantitative marketing journals. He has received the Bass and Little Awards at Marketing Science and the Lehmann Award at the Journal of Marketing Research. His papers have been selected for honorable mention/finalist for the Wittink Award in Quantitative Marketing and Economics, Best Paper Award in International Journal of Research in Marketing, and the Paul Green Award in Journal of Marketing Research. Four of his papers have been finalists for the Long Term Impact Award at Marketing Science/Management Science. He was honored as an ISMS Fellow in 2023 for his “long-term cumulative contributions” to research and practice of marketing.
Professor Sudhir was the Editor-in-Chief of Marketing Science from 2016-21. During his term, he founded the Frontiers Section at Marketing Science. He previously served as Senior Editor at Marketing Science and Associate Editor at all of quantitative marketing’s leading journals, the Journal of Marketing Research, Management Science, Marketing Science, and Quantitative Marketing and Economics.