Research Interests

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

Methods: Econometric data analysis, Causal Inference

Peer Reviewed

  • 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.
  • 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.
  • 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 -
  • 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 -
  • 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 -
  • 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 -
  • 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 -

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 - )

Working papers

[Paper titles are suppressed to preserve double blind review process]
  • Zhao, Yi. and Sarang Sunder (2018), (under review at Management Science)


[Paper titles are suppressed to preserve double blind review process]
  • “Salesforce management”, with V. Kumar, and Robert P. Leone
  • “Profitable Customer Management in Hospitality Industry”, with Agata Leszkiewicz, Chekitan Dev, and V. Kumar
  • “Customer centric innovation”, with Somnath Banerjee and Tyson Browning
  • “Healthcare management”, with Sriram Thirumalai