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Market-Based Solutions to Vital Economic Issues


Kenan Institute 2024 Grand Challenge: Business Resilience
Market-Based Solutions to Vital Economic Issues

Tarun Kushwaha

Associate Professor of Marketing

Tarun Kushwaha works in the area of customer relationship management (CRM), channel management and international marketing.

He focuses on understanding customers’ channel choice behavior, marketing resource allocation across channels and segments, financial and non-financial impact of CRM outsourcing and role of national culture in the context of managing customer relationships.

An award-winning teacher, his teaching interests include the use of quantitative and analytical tools for marketing decision making, especially in topics as marketing engineering, marketing research and CRM.

His research has been published in the Journal of Marketing ResearchManagement ScienceJournal of MarketingJournal of Interactive MarketingProduction and Operations Managementand Journal of Business Research, among other outlets. He serves on the editorial board of the Journal of Marketing and Journal of Interactive Marketing. He also referees for several top journals in the marketing discipline.

Prior to beginning his academic career, he worked in advertising and media planning for one of India’s largest consumer packaged goods companies.

He received his PhD and MS in marketing from Texas A&M University. He received his MBA in marketing from Nirma University’s Institute of Management and his bachelor’s degree in physics from St. Xavier’s College at Gujarat University in India.