Research to Practice

How Companies Disguise Rising Food Prices

Jul 20, 2021 // Quotes Kusum Ailawadi in a piece about tactics food manufacturers and grocers employ to make price increases less noticeable.
View at Marketplace

File This under Things You Can Buy at Costco: A $419,999 Diamond Ring

May 31, 2019 // Highlights research by Kusum Ailawadi which found that consumers who shop at club stores, like Costco, shop more often and spend more per trip than those who don’t shop at club stores.
View at Refinery29

How Costco Uses $5 Rotisserie Chickens and Free Samples to Turn Customers into Fanatics

May 23, 2019 // Mentions a 2017 study by Kusum Ailawadi which found that people who shop at club stores, like Costco, spend more on food and consume more calories on average.
View at CNBC

The State of Grocery Stores: Self-Scanning Apps, Meal Kits, & More Rotisserie Chickens

Nov 21, 2018 // As a guest on NHPR’s “The Exchange,” Kusum Ailawadi, discusses the current state of grocery stores, what changes are underway in how we gather food, popular shopping trends, and what stores people gravitate toward—including warehouse club stores, which Ailawadi has studied extensively.
View at NHPR

he Club Store Effect: Research from Dartmouth College’s Tuck School of Business Reveals How Bulk Buying Can Increase Consumption

Apr 03, 2018 // Highlights research by Kusum Ailawadi exploring the effect that shopping at warehouse club stores has on consumers. Ailawadi found that people who shop at club stores shop more, spend more, and eat more than those who don’t, but says the research is not an indictment of the club store format.
View at DealCrunch

Is Your Membership Worth the Cost to Shop?

Feb 27, 2018 // Highlights research by Kusum Ailawadi exploring the effects that shopping at warehouse club stores, like Costco, has on consumers.
View at KSL-TV

5 Money Mistakes to Avoid in the New Year

Dec 28, 2017 // An article about financial mistakes to avoid in 2018 highlights research by Kusum Ailawadi on the effect shopping at club stores, like Costco, has on consumers.
View at CNN Money

Study: Club store shopping could be bad for consumers' health and their bottom line

Nov 30, 2017 // Continued coverage of new research by Kusum Ailawadi, the Charles Jordan 1911 TU’12 Professor of Marketing. Ailawadi found that people who shop at club stores spend more, shop more often, and consume more calories than those who don’t.
View at Food Dive

People Who Buy in Bulk at Club Stores Like ‘Costco’ Spend More Money and Eat More Calories, Dartmouth Study Reports

Nov 24, 2017 // Features Kusum Ailawadi in continued coverage of her new research regarding how shopping at club stores affects consumers. Ailawadi found that consumers who shop at club stores spend more money, shop more often, and consume more calories than those who do not shop at club stores.
View at KTLA

Club store shopping makes you spend and eat more

Nov 24, 2017 // A feature article about new research by Kusum Ailawadi regarding how club store shopping affects consumers.
View at CNN Money

Outsmarting the marketers: Kusum Ailawadi at TEDx

Apr 22, 2014 // Kusum Ailawadi explains if we want to truly eat healthy, we have to learn to outsmart the marketers.
View at TEDx

Retailers, Here's Why You Shouldn't Skimp On Promotions

Nov 07, 2013 // Well-targeted promotions are more necessary and more effective than ever.
View at Forbes

How Companies Can Get Smart About Raising Prices

Jul 21, 2013 // Kusum Ailawadi notes strategic ways in which retailers can raise prices.
View at Wall Street Journal

When Food Is Not a Bargain: Study Says Price, Rather Than Nutrition, Affects Shoppers Most

Jun 17, 2013 // The study by Kusum Ailawadi, professor of marketing, shows that contrary to most current corporate marketing approaches, low-sugar products will be on the rise.
View at Valley News

The Reason for Ron Johnson's JC Penney Fiasco

Apr 12, 2013 // Kusum Ailawadi says that the chain's attempt to eliminate promotions seemed doomed from the start.
View at U.S. News & World Report

Does Corporate Social Responsibility Build Customer Loyalty?

May 24, 2011 // Don't shy away from CSR initiatives that have real meaning to consumers even if they are expensive, because the returns in customer loyalty are substantial enough to more than cover those costs.
View at Ad Age

Research With/On Companies

Industry Interface

  • Academic Trustee and Speaker, Marketing Science Institute
  • Academic Trustee and Speaker, AiMark
  • Panelist and Academic Member, Baker Center for Retailing, Wharton School
  • Regular Speaker, ISMS Practice Conference
  • Consulting and Executive Education Programs on:
    Market Focused Strategy
    Managing Brands, Channel Members, and Customers
    Power and Conflict in the Distribution Channel
    Improving Promotion Effectiveness
    Improving Retail Performance
    Analytics for Marketing Decisions

Articles in Business Press