Research Interests

Substantive: Customer Relationship Management (CRM), Salesforce management, Emerging Markets, Social/Peer Influence

Methods: Econometric data analysis, Causal Inference

Peer Reviewed

  1. Ghosh Dastidar, Ayan, Sarang Sunder, and Denish Shah (2022). Societal Spillovers of TV Advertising Social Distancing During a Public Health Crisis. Journal of Marketing forthcoming

  2. Shankar, Venkatesh, Dhruv Grewal, Sarang Sunder, Beth Fossen, Amit Agarwal, and Kay Peters (2022). “Digital Marketing Communication in Global Marketplaces: A Review of Extant Research, Future Directions, and Potential Approaches”. International Journal of Research in Marketing 39 (2)

  3. Jo, Wooyong, Sarang Sunder, Jeonghye Choi, and Minakshi Trivedi (2020), “Protecting Consumers from Themselves: Assessing Consequences of Usage Restriction Laws on Online Game Usage and Spending,” Marketing Science, 39 (1), 117–33.

  4. Sunder, Sarang, Kihyun Hannah Kim, and Eric A. Yorkston (2019). “What Drives Herding Behavior in Online Ratings? The Role of Rater Experience, Product Portfolio, and Diverging Opinions.” Journal of Marketing 83, no. 6, 93–112.

  5. Sunder, Sarang, V. Kumar, Ashley Goreczny, and Todd Maurer (2017), “Why Do Salespeople Quit? An Empirical Examination of Own and Peer Effects on Salesperson Turnover Behavior.” Journal of Marketing Research, Vol. 54, No. 3, pp. 381-39 (URL -

  6. Sunder, Sarang, V. Kumar, and Yi Zhao (2016), "Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods Industry," Journal of Marketing Research, 53 (6), 901-21. (URL -

  7. Kumar, V., Sarang Sunder, and Amalesh Sharma (2015), "Leveraging Distribution to Maximize Firm Performance in Emerging Markets," Journal of Retailing, 91 (4), 627-43. (URL -

  8. Kumar, V., Sarang Sunder, and Robert P. Leone (2014), "Measuring and Managing a Salesperson's Future Value to the Firm," Journal of Marketing Research, 51 (5), 591-608. (URL -

  9. Kumar, V., Sarang Sunder, and B. Ramaseshan (2011), "Analyzing the Diffusion of Global Customer Relationship Management: A Cross-Regional Modeling Framework," Journal of International Marketing, 19 (1), 23-39. (URL -

Working papers and in-progress

[Paper titles are suppressed to preserve double-blind review process]
  1. "Dealing with incomplete information - A Bayesian Approach", with Yi Zhao -- preparing for submission

  2. “Profitable Customer Management in Hospitality Industry”, with Agata Leszkiewicz, Chekitan Dev, and V. Kumar -- preparing for submission

  3. “Managing Brands and Categories through Customer Metrics” with Rodrigo Heldt, and Fernando Luce -- preparing for submission

  4. “Salesforce management”, with V. Kumar, and Robert P. Leone -- data analysis

  5. “Healthcare management”, with Sriram Thirumalai -- under review

  6. “A Portfolio Approach to Customer Management” with Rodrigo Heldt, Cleo Schmitt Silveira, and Fernando Luce -- data analysis

  7. "Nudges in Payday Lending" with Zixia Cao, Minakshi Trivedi, and Kehan Xu -- revising

  8. "Stranger effects" with Wooyong Jo, Jeonghye Choi, and Minakshi Trivedi -- preparing for submission

Book Chapter(s) & Other Publications

  • Kumar, V. and Sarang Sunder (2016), "Customer Lifetime Value and Its Relevance to the Consumer Packaged Goods Industry," in Accountable Marketing: Linking Marketing Actions to Firm Performance, David J. Stewart and Craig T. Gugel, eds. New York, NY: Routledge.

  • Kumar, V, Sarang Sunder, and Robert P Leone (2015), "Who's Your Most Valuable Salesperson?," Harvard Business Review, 96 (4), 62-68. (URL - )