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Nirmalya Kumar

Visiting Professor of Marketing

BComm (Calcutta) MComm (Shivaji) MBA (Illinois) PhD (Northwestern)

Dr. Nirmalya Kumar is Visiting Professor of Marketing at London Business School. He is one of the world’s leading thinkers on strategy and marketing; having also taught at Harvard Business School, IMD (Switzerland) and Northwestern University (Kellogg School of Management).

As an author, Nirmalya has written six books, five of which are published by Harvard Business Press: Marketing as Strategy (2004), Private Label Strategy (2007), Value Merchants (2007), India’s Global Powerhouses (2009), and India Inside (2012). Nirmalya is an outlier among marketing professors, having accomplished the rare feat of publishing six articles each in both the Journal of Marketing Research (the premier journal for marketing academics) and the Harvard Business Review (the premier journal for business practice). His publications have attracted more than 8,000 citations on Google Scholar.

As a consultant, coach, and conference speaker, Nirmalya has worked with more than 50 Fortune 500 companies in 60 different countries. He has served on several boards of directors, including billion dollar plus companies and companies included in India’s stock indices.

Nirmalya received his B.Com. from Calcutta University (graduating first in a class of 5,251 students), his MBA from the University of Illinois at Chicago (scoring a perfect 5.0 grade point average), and his PhD in marketing from Kellogg Graduate School of Management (winning the Marketing Science Institute's Alden G. Clayton Award for his PhD dissertation).

All of the above has led to 500 press appearances, six European case (ECCH) adoption awards, as well as several teaching, research, and lifetime achievement honors. In 2010, voted Nirmalya amongst the top 5 marketing speakers worldwide; the Economic Times placed him 6th on the list of Global Indian Thought Leaders; whilst the Economist referred to him as a “rising superstar” in their cover story “The New Masters of Management.” In 2011, he was included in Thinkers50 (the biannual listing of the top 50 management thinkers in the world) and received their “Global Village Award” (for the person who contributed most to the business community's understanding of globalization and the new frontiers established by the emerging markets).

In his personal life, Nirmalya is a passionate supporter of the arts. He is the custodian of amongst the largest known private collection of paintings by Jamini Roy (1887-1972; the father of Indian modern art) and Rabindranath Tagore (1861-1941; the first Asian to win a Nobel Prize). In recognition of his patronage and promotion of South Asian Art, SOAS (the School of Oriental and African Studies of University of London) awarded him an Honorary Fellowship in 2012.


Have you restructured for global success?

Kumar N; Puranam P

Harvard Business Review 2011 October:89

India inside: The emerging innovation challenge to the west

Kumar N; Puranam P

Harvard Business Review Press


The upstart's assault

Bertini M; Kumar N

Harvard Business Review 2010 July-August Vol 88 p 159-163


Don't be undersold!

Steenkamp J B E M; Kumar N

Harvard Business Review 2009 December

How emerging giants are rewriting the the rules of M&A

Kumar N

Harvard Business Review 2009 May

India unleashed

Kumar N

Business Strategy Review 2009 Vol 20:1 p 4-15

India’s global powerhouses: How they are taking on the world

Kumar N; Mohapatra P; Chandrasekhar S

Harvard Business Press, 2009

Indian companies as customers, competitors & collaborators

Kumar N

Indian Journal of Industrial Relations 2009 Vol 45:1 p 148-159

The Indian mystique

Kumar N

Business Strategy Review 2009 Autumn p 42-47


Certified value sellers

Anderson J C; Kumar N; Narus J A

Business Strategy Review 2008 Spring p 47-53


Labeled with love

Kumar N

Business Strategy Review 2007 Vol 18:2 p 46-48

Private label strategy: how to meet the store brand challenge

Kumar N; Steenkamp J-B E M

Harvard Business School Press, February 2007

Value merchants: demonstrating and documenting customer value in business markets

Anderson J C; Kumar N; Narus J A

Harvard Business School Press, 2007


Fashion sense

Kumar N; Linguri S

Business Strategy Review 2006 Summer:4 p 81-84

Global marketing

Kumar N

2006 BusinessWorld

Make, buy or ally: a transaction cost theory meta-analysis

Geyskens I; Steenkamp J-B E M; Kumar N

Academy of Management Journal 2006 June:49 p 519-43

Strategies to fight low-cost rivals

Kumar N

Harvard Business Review 2006 Vol 84:12 p 104-112

Global retail challenge

Kumar N

Business Strategy Review 2005 Vol 16:1 p 5-13

Power of power in supplier-reseller relationships

Kumar N

Industial Marketing Management, November, p 863-866, 2005


Kill a brand, keep a customer

Kumar N

Harvard Business Review 2003 December:81 p 86-95

Profits in the pie of the beholder

Corsten D; Kumar N

Harvard Business Review 2003 May:81 p 22-23

Reactions to perceived inequity in U.S. and Dutch interorganizational relationships

Scheer L K; Kumar N; Steenkamp J-B

Academy of Management Journal 2003 June Vol 46:3 p 303-316


Examining the impact of destructive acts in marketing channel relationships

Hibbard J D; Kumar N; Stern L W

Journal of Marketing Research 2001 February:38 p 45-61


From market driven to market driving

Kumar N; Scheer L K; Kotler P

European Management Journal 2000 April:18 p 129-141


Meta-analysis of satisfaction in marketing channel relationships

Geyskens I; Steenkamp J-B; Kumar N

Journal of Marketing Research 1999 May:36 p 223-238


Generalizations about trust in marketing channel relationships using meta-analysis

Geyskens I; Steenkamp J-B; Kumar N

International Journal of Research in Marketing 1998 July:15 p 223-248

Interdependence, punitive capability, and the reciprocation of punitive actions in channel relationships

Kumar N; Scheer L K; Steenkamp J-B

Journal of Marketing Research 1998 May:35 p 225-235


Revolution in retailing: from market drive to market driving

Kumar N

Long Range Planning 1997 December:30 p 830-835

Revolution in retailing: introduction to the special issue

Kumar N

Long Range Planning 1997 December:30 p 813


Effects of trust and interdependence on relationship commitment: a trans-Atlantic study

Kumar N et al

International Journal of Research in Marketing 1996 October:13 p 303-317

Power of trust in manufacturer-retailer relationships

Kumar N

Harvard Business Review 1996 November-December:74 p 92-106


Effects of perceived interdependence on dealer attitudes

Kumar N; Scheer L K; Steenkamp J-B

Journal of Marketing Research 1995 August:32 p 348-56

Effects of supplier fairness on vulnerable resellers

Kumar N; Scheer L K; Steenkamp J-B

Journal of Marketing Research 1995 February:32 p 54-65


Learning orientation, working smart, and effective selling

Sujan H; Weitz B A; Kumar N

Journal of Marketing 1994 July:58 p 39-52


Conducting interorganizational reserach using key informants

Kumar N; Stern L W; Anderson J C

Academy of Management Journal 1993 December:36 p 1633-1651


Assessing reseller performance from the perspective of the supplier

Kumar N; Stern L W; Achrol R S

Journal of Marketing Research 1992 May:29 p 238-253


BT business: responding to 'free forever'

Bertini M; Hirst A; Kumar N


Aldi: The Hard Discount Phenomenon

Corsten, D; Kumar, N


Red Bull: the anti-brand brand **Best selling case**

Kumar N; Linguri S; Tavassoli N T



Kumar N


Priceline (A)

Kumar N

Priceline (B)

Kumar N


Medi-cult: Pricing a Radical Innovation

Kumar, N; Rogers, R;