George Mason UniversitySchool of Business
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Kushwaha, Tarun

Focus:Research Focused Faculty
Academic Unit:Marketing
Office Location:9900 Main Street, 207 and Enterprise Hall 175
Office Hours:By Appointment
Research Interests:

Empirical Marketing Strategy: My research focuses on providing empirical evidence on market-based assets and firm performance relationship. Specifically, I examine financial implications of investments made in relational (customer and supplier relationships) and intellectual (product knowledge, automation, and market conditions) market-based assets.

Methodological Domain: In each of my research projects I carefully assemble data from multiple public as well as proprietary sources in retail, automotive, or financial services industries. I employ econometric analyses of secondary, panel, and transaction data; event analysis; or time-series tools (Filters, ARDL, and VARX) for hypotheses testing.    

Mays Business School, Texas A&M University
Doctor of Philosophy, Marketing  2007
Master of Science, Marketing      2002 

Institute of Management, Nirma University, India
Post Graduate Diploma in Management (MBA), Marketing   1998

St. Xavier’s College, India
Bachelor of Science, Physics (Minor: Mathematics)   1996

Tarun Kushwaha is a Professor of Marketing in the School of Business at George Mason University. Tarun works in the area of customer relationship management (CRM), international marketing, market failures, and marketing-operations interface. His research speaks to the important changes happening in the retail, financial services, automotive, and high-technology industries.

His research has been published in Management Science, Journal of Marketing Research, Journal of Marketing, Manufacturing and Service Operations Management, Production and Operations Management, Journal of International Business Studies, Journal of Retailing among other outlets. He serves on the editorial board of Journal of Marketing and Journal of Interactive Marketing.

He has received research funding from various entities such as Obama-Singh Grant, CIBER Grants, FQRSC Grant, Marketing Science Institute, and DMEF Foundation. In addition, he has worked on research partnerships with several Fortune 500 firms.

He is interested in teaching the use of quantitative and analytical tools for decision making, especially in topics as marketing engineering, marketing analytics, data analytics, marketing research and CRM. He has won several top accolades for his teaching across undergraduates, MBA, and Ph.D. He has taught extensively in executive education programs for one of the largest oil & gas firms, multinational insurer, US DoD, and open enrollment programs.

Research and Awards:

Research Recognition

Finalist, Mary Kay Best Dissertation Award from AMS (As Advisor of Koushyar Rajavi)

Winner, Best Paper Inter-organizational Track, Summer AMA, 2015

Finalist, Best Paper Institute for Supply Chain, Academy of Management, 2015

Finalist, Lehmann Award for the Best Dissertation Based Paper, 2015

Dean’s Award for Outstanding Research by Ph.D. Student, Texas A&M University, 2006

Student Research Week Award, Business Division, Texas A&M University, 2006

Levy and Weitz Dissertation Proposal Competition, Honorable Mention, 2005

eBRC Doctoral Dissertation Proposal Competition, Finalist, 2005

Research Excellence Award, Department of Marketing, Texas A&M University, 2005

Direct Marketing Education Foundation Doctoral Fellowship, 2004

Teaching Recognition

Top 10% Core MBA Faculty, University of North Carolina, 2018, 2019

Best Faculty Award, Evening MBA, University of North Carolina, 2016

Weatherspoon Award for Excellence in MBA Teaching, University of North Carolina, 2013

MBA All Star Teacher, University of North Carolina, 2013, 2014, 2015

Dean’s Award for Outstanding Teaching by Ph.D. Student, Texas A&M University, 2007

Other Recognition

Board of Regent’s Fellowship, Texas A&M University, 2002-2006

Department Scholarship, Texas A&M University, 2002-2007

Gold Medalist, Post Graduate Diploma in Management (Marketing), India

Invited Boards, Consortiums, and Symposiums

Marketing Strategy Consortium, Indiana University 2019

Distinguished Former Doctoral Student Meet, Texas A&M University, 2019

Customer Advisory Board, SAS JMP, 2015-2016

AMA Sheth Foundation Doctoral Consortium Fellow, 2006

36th Annual Haring Symposium Fellow, Indiana University, 2006

ISMS Doctoral Consortium Fellow, 2005

23rd Annual University of Houston Doctoral Symposium Fellow, 2005


Total Citations: 1722, H-Index: 14(Based on Google Scholar)

[1]. Kesavan, Saravanan and Tarun Kushwaha (2020), “Field Experiment on the Profit Implications of Merchants’ Discretionary Power to Override Data-Driven Decision-Making Tools,” Management Science, Forthcoming.

[2]. Kalaignanam, Kartik, Kapil Tuli, Tarun Kushwaha, Leonard Lee, and David Gal (2020), “Marketing Agility: Conceptualization, Research Propositions, and a Research Agenda,” Journal of Marketing, Forthcoming.

[3]. Shankar, Venkatesh and Tarun Kushwaha (2020), “Omnichannel Marketing: Are CrossChannel Effects Symmetric?,” International Journal of Research in Marketing, Forthcoming.

[4]. Rajavi, Koushyar, Tarun Kushwaha, and J.B. Steenkamp (2019), “In Brands We Trust? A Multicategory, Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-Mix Activities,” Journal of Consumer Research, 46(4): 651-670.
− Finalist, Mary Kay Best Dissertation Award from AMS
− Selected for JCR Highlights

[5]. Dinner, Isaac, Tarun Kushwaha, and J.B. Steenkamp (2018), “Psychic Distance and Performance of MNCs during Marketing Crises”, Journal of International Business Studies, 50(3), 339-364.
− Media Coverage: UNC Kenan-Flagler News

[6]. Kalaignanam, Kartik, Tarun Kushwaha, and Koushyar Rajavi (2018), “How Does Web Personalization Create Value for Online Retailers? Lower Cash Flow Volatility or Enhanced Cash Flows,” Journal of Retailing, 94(3), 265-279.

[7]. Kalaignanam, Kartik, Tarun Kushwaha, and Tracey Swartz (2017), “The Differential Impact of NPD Make/Buy Choices on Immediate and Future Product Quality: Insights from the Automobile Industry”, Journal of Marketing, 81(6), 1-23.
− Lead Article
− Winner, Best Paper Interorganizational Track, Summer AMA, 2015

[8]. Kalaignanam, Kartik, Tarun Kushwaha, and Anand Nair (2017), “The Product Quality Impact of Aligning Buyer-Supplier Network Structure and Product Architecture: An Empirical Investigation in the Automobile Industry”, Customer Needs and Solutions, 4(1-3), 1-17.
− Finalist, Best Paper Institute for Supply Chain, Academy of Management, 2015

[9]. Kesavan, Saravanan, Tarun Kushwaha, and Vishal Gaur (2016), “Do High- and LowInventory Turnover Retailers Respond Differently to Demand Shocks?”, Manufacturing & Service Operations Management, 18(2), 216-226.
− Media Coverage: Forbes India, ROI Magazine (Kenan-Flagler)

[10]. Petersen, Andrew, Tarun Kushwaha, and V. Kumar (2015), “Marketing Communication Strategies and Consumer Financial Decision Making: Role of National Culture”, Journal of Marketing, 79(1), 44-63. Reverse alphabetical authorship
− Media Coverage: Khaleej Times, UNC Global News, ROI Magazine (Kenan-Flagler)

[11]. Kesavan, Saravanan and Tarun Kushwaha (2014), “Differences in Retail Inventory Investment Behavior during Macroeconomic Shocks: Role of Service Level”, Production & Operations Management, 23(12), 118–2136.

[12]. Kushwaha, Tarun and Venkatesh Shankar (2013), “Are Multichannel Customers Really More Valuable?: The Moderating Role of Product Category Characteristics”, Journal of Marketing, 77(4), 67-85.

[13]. Kalaignanam, Kartik, Tarun Kushwaha, and Meike Eilert (2013), “The Impact of Product Recalls on Future Product Reliability and Future Accidents: Evidence from Automobile Industry”, Journal of Marketing, 77(2), 41-57.
− Media Coverage: CNBC, MarketWatch (WSJ), Yahoo! News, Consumer Affairs

[14]. Kalaignanam, Kartik, Tarun Kushwaha, J.B. Steenkamp, Kapil Tuli (2013), “The Effect of CRM Outsourcing on Shareholder Value: A Contingency Perspective”, Management Science, 59(3), 748-769.

[15]. Zhang, Jie, Paul Farris, John Irvin, Tarun Kushwaha, Thomas Steenburgh, and Bart Weitz (2010), “Crafting Integrated Multichannel Strategies”, Journal of Interactive Marketing, 24 (2), 168-180.

[16]. Kalaignanam, Kartik, Tarun Kushwaha, and P. Rajan Varadarajan (2008), “Marketing Operations Efficiency and the Internet: An Organizing Framework”, Journal of Business Research, 61(4) 300-308.

[17]. Sorescu, Alina, Venkatesh Shankar, and Tarun Kushwaha (2007), "New Product Preannouncements and Shareholder Value: Don't Make Promises You Can't Keeps", Journal of Marketing Research, 44(3), 468-489.
− Media Coverage: Mays Business School News