Kusum Ailawadi

Charles Jordan 1911 TU'12 Professor of Marketing


Kusum Ailawadi is the Charles Jordan 1911 TU'12 Professor of Marketing at the Tuck School of Business at Dartmouth and current Chair of the Marketing Area. Her research focuses on the strategic interaction and distribution of power between manufacturers and their distribution channel partners. She examines the impact of store brands and promotions on the performance of manufacturers and retailers, and studies consumer, competitor, and retailer response to major marketing policy changes.  In a separate research stream, Kusum also studies how marketing actions and consumers’ own characteristics drive the nutritional quality of their grocery food shopping.

She has published extensively in the top marketing journals, including Journal of Marketing, Journal of Marketing Research, and Marketing Science. She has won or been a finalist for several best paper awards and long-term impact awards from these and other journals. Her work has also been honored for excellence in collaborative research between academics and practitioners, and for outstanding application of marketing science methods to practice.  Her new co-authored book titled Getting Multi-Channel Distribution Right will be released by the summer of 2020.

Kusum is the President-Elect of the INFORMS Society for Marketing Science. She is an associate editor for Journal of Marketing, Journal of Marketing Research, and Marketing Science and has served on the editorial boards of several other journals.  She is an academic trustee of the Marketing Science Institute and AiMark, organizations in the US and Europe respectively that bring together academics, senior practitioners, and data providers to facilitate research and idea exchange. She is a recipient of the Distinguished Alumni Award for 2020 from the Indian Institute of Management, Bangalore.

She currently teaches highly regarded electives on Multi-Channel Routes to Market and Marketing Research in Tuck's MBA program. Previously, she taught the Statistics for Managers course in Tuck's MBA core and an elective in Marketing Strategy for many years. She has also taught in several of Tuck's general and specialized executive programs to high acclaim. She has consulted with or conducted training programs for companies like the Chubb Group, Doremus, Hasbro, Maxeda, The Parthenon Group, and Trinity Partners and served as a consulting or testifying expert in legal cases related to distribution, promotions, and brand equity.



Getting Multi-Channel Distribution Right  //

Products reach today’s end consumers through an endless number of channels—digital and physical, independent and company-owned. This book provides the toolkit, illustrated with rich case studies, to manage this evolving distribution system. It is useful for digital natives who realize they must master physical channels, traditional marketers who must integrate digital and direct channels into the mix, and the intermediaries they partner with. View the book's website

Outsmarting the Marketers: Kusum Ailawadi at TEDx  //

It's not just you: we are getting fatter. That's why everything around us — our plates, cups, clothing, even La-Z-Boy recliners — is getting bigger. Worse, we're terrible at estimating serving sizes, we can't remember what we've eaten, and we trick ourselves into thinking it's okay to eat more of "healthy" foods. So what can we do? As Kusum Ailawadi explains, if we want to truly eat healthy, we have to learn to outsmart the marketers. Watch the video

How Companies Can Get Smart About Raising Prices  //

Kusum Ailawadi notes strategic ways in which retailers can raise prices. Read the article at the Wall Street Journal






  • PhD, University of Virginia, 1991
  • MBA, Indian Institute of Management, 1984
  • BSc (Honors), St. Stephen’s College, Delhi University, 1982