Kumar, V., Eli Jones, Rajkumar Venkatesan, and R.P. Leone (2011) “Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?” Journal of Marketing, Vol. 75 (1), January, pp. 16 – 30.
Lilien, Gary, Douglas Bowman, Min Ding, Rajdeep Grewal, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, and Raji Srinivasan (2010), “Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda”, Marketing Letters, Vol. 21 (3), pp. 287 – 299.
Kumar, V., Lerzan Aksoy, Bas Donkers, Thorsten Wiesel, Rajkumar Venkatesan and Sebastian Tillmanns (2010), “Undervalued Customers: Capturing Total Customer Engagement Value”, Journal of Service Research, Vol. 13 (3), August, pp. 297 – 310.
Kumar, V. (2010), “A Customer Lifetime Value-based Approach to Managing Marketing in the Multichannel, Multimedia Purchasing Environment” Journal of Interactive Marketing, Vol. 24 (2), May, pp. 71 – 85.
Kumar, V., A. Petersen and R. P. Leone (2010) “Driving Profitability by Encouraging Customer Referrals: Who, When and How”, Journal of Marketing, Vol. 74 (5), January, pp. 1 – 17.
Petersen, J. Andrew, and V. Kumar, (2010) “Can Product Returns Make you Money?”, Sloan Management Review, Vol. 51 (3), Spring, pp. 85-89.
Kumar, V., and Yashoda Bhagwat (2010), “Listen to Your Customers.” Marketing Research: A Magazine of Management and Applications, Summer 2010, pp. 14-19.
Kumar, V., and Bharath Rajan, "Maximizing Value from Customers: Concepts and Strategies Value", forthcoming, Strategic Finance.
Forthcoming
Kumar, V., S. Sriram, Anita Man Luo, and Pradeep Chintagunta, “Assessing the Effect of Marketing Investments in a Business Marketing Context,” forthcoming, Marketing Science.
Kumar, V., and Denish Shah, “Can Marketing Resurrect Wall Street?,” forthcoming, Sloan Management Review.
Kumar, V., and Denish Shah, “Uncovering Implicit Customer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities’ Variable Annuity Sales,” forthcoming, Marketing Science.
Kumar, V., Sarang Sunder, and B. Ramaseshan, “Analyzing the Diffusion of Global CRM: A Cross-Regional Modeling Framework,” forthcoming, Journal of International Marketing.