Dr. Trichy Krishnan

Area of Expertise: Marketing

Dr. Trichy Krishnan stands as a distinguished scholar and researcher, boasting a robust educational foundation and a prolific track record of contributions to the realms of Marketing and Management. His extensive tenure, spanning over thirty-two years in academia, has solidified his reputation as a revered figure both within scholarly circles and the business industry. Across the span of his illustrious career, Dr. Krishnan has occupied significant positions at a range of esteemed institutions, making substantial contributions to administrative functions. In addition to his academic pursuits, he has contributed his expertise to Ashok Leyland for over six years.

His academic journey culminated in a Ph.D. earned from The University of Texas at Dallas, USA.

His research interests encompass several pivotal areas, including developing models for forecasting sales growth and elucidating the effects of marketing efforts on new product sales, analyze differentiating strategies, particularly within the retail sector and across various channels.

Dr. Krishnan's commitment to education is demonstrated through his consistently impressive teaching ratings and notable achievements. He was lauded as the Best MBA Teacher in both 2010 and 2007 at NUS Business School and received the prestigious 2007 Department-level Teacher Award from the University.

Beyond academia, Dr. Krishnan serves as an Editorial Review Board member for esteemed journals and actively engages in professional consultation assignments. Notably, he holds the position of Independent Director with Commonwealth Inclusive Growth Services, a pioneering startup within the Financial Inclusion sector.

RESEARCH PUBLICATIONS

• “Peak sales time prediction in new product sales: Can a product manager rely on it?”,TV Krishnan, S Feng, DC Jain, Journal of Business Research 165, 114054 1 2023
• “Contract length determination in the B2B service industry: Role of economic factors, business relationship, and learning”, S Feng, TV Krishnan, Journal of Service Research 25 (3), 422-439 3 2022
• “Series of Successive B2B Contracts: Impact on Contract Length and Rental Rate,” with Feng Shanfei, Journal of Business and Industrial Marketing, July 2019.
• “To Retain or Upgrade: The Effects of Two Types of Direct Mail on Regular Donation Behavior,” with Suman Ann Thomas and Feng Shanfei, International Journal of Research in Marketing, Volume 32, Issue 1, March 2015, pages 48-63. [Google citation count: 8]
• “The multiple roles of interpersonal communication in new product growth,” with P B Seetharaman and D Vakratsas, International Journal of Research in Marketing, Vol. 29, Issue 3, September 2012, pages 292-305. [Google citation count: 17]
• “Modeling the demand and supply in a new B2B-upstream market using a knowledge updating mechanism,” with Tony Beebe and Feng Shanfei, International Journal of Forecasting, 27, no. 4, 2011, pages 1160-1177. [Google citation count: 1]
• “To push for stardom or not: A rookie’s dilemma in the Tamil movie industry,” with Sakkthivel, IIMB Management Review, Vol. 22, Issue 3, September 2010, pages 80-92. [Google citation count: 6]
• “International Diffusion,” with Suman Ann Thomas, a chapter in a research handbook on International Marketing, editors: Masaaki Kotabe and Kris Helsen, 2009.[Google citation: 12]
• “Customer loyalty programs: Are they profitable?” with Siddarth Singh and Dipak Jain, Management Science, Vol. 54, No. 6, June 2008, pp 1205-1211. [Google citation count: 75]
• “Defining best efforts in new-product licensing contracts,” with Murali Santhanam, in the December 2007 issue of Nouvelles, Vol XLII, No. 4, journal of the Licensing Executives Society. [Google citation count: 2]
• "The impact of consumer internet experience on channel preference and usage intentions across the different stages of the buying process," with Ruud Frambach and H.C.A. Roest, Journal of Interactive Marketing, Vol. 21, Issue 2, April 2007, pp. 26-41. Top cited article in 2007-2012 period. [Google citation count: 302]
• “Optimal dynamic advertising policy for new products,” with Dipak Jain, Management Science, Vol. 52, Number 12, December 2006, pp. 1957-1968. [Google citation count: 75]
• “Evolutionary estimation of macro-Level diffusion models using Genetic Algorithms: An alternative to Non-Linear Least Squares,” with Raj Venkatesan and V. Kumar, Marketing Science, Vol. 23, No. 3, Summer 2004, pp. 451-464. [Google citation count: 101]
• “Licensing of new products: Determinants of Royalty Structure,” with Murali Santhanam, published in the December 2002 issue of Nouvelles, journal of the Licensing Executives Society.
• “A flexible class of purchase incidence models,” with P.B. Seetharaman, Review of Marketing Science, Vol. 1, no. 3, Working Paper 4, 2002, pp 1-25. [Google citation count: 5]
• A Top-10 downloaded article in 2002-2003 period.
• “Multinational diffusion models: An alternative framework,” with V. Kumar, Marketing Science, Vol. 21, Issue 3, 2002, pp 318-330. [Google count on citation: 194]
• “Consistent assortment provision and service provision in a retail environment,” with Kitty Koelemeijer and Ram C. Rao, Marketing Science, Vol. 21, No. 1, Winter 2002, pp 54-73. [Google count on citation: 35]
• “Impact of a late entrant on the diffusion of new product / service,” with Frank M. Bass and V. Kumar, Journal of Marketing Research, Vol. 37(2), May 2000, pp 269-278. [Google count on citation: 220]
• “Modeling the marketing mix influence in new product diffusion,” with Frank M. Bass and Dipak Jain, as a chapter in New Product Diffusion Models book, edited by Mahajan, Muller and Wind, 2000, Kluwer Academic Publications. [Google count on citation: 119]
• “Optimal pricing strategy for new products,” with Frank M. Bass and Dipak Jain, Management Science, Vol. 45(12), December 1999, pp 1650-1663. [Google count on citation: 241]
• “Guaranteed Profit Margins: A demonstration of retailer power,” with Harsh P. Soni, International Journal of Research in Marketing, Vol. 14, February 1997, pp 35-56. [Google count on citation: 77]
• “Supply Chain Management,” with Henk de Wilt, Spring Feature of The European Retail Digest, 1995 (Issue 6). [Practitioners oriented journal]
• “The Wal-Mart revolution in Europe: The importance of Supply Chain Management,” with Henk de Wilt, PaineWebber Consumer News, Winter 1995. [Practitioners oriented journal]
• “Double Couponing and retail pricing in a couponed product category,” with Ram C. Rao, Journal of Marketing Research, Vol. 32(4), November 1995, pp 419-432. [Google count on citation: 24]
• “Why the Bass Model fits without decision variables,” with Frank M. Bass and Dipak Jain, Marketing Science, Summer 1994, Vol. 13(3), pp 203-223. [Google count on citation: 983]

CASES

• “Tilting Windmills: Sanex Tries to Conquer Europe (1995),” with Chet Borucki, published and distributed by European Case Clearing House.
  • Won the 1995 best case award from ecch.
  • This is regarded as one of the best selling cases.
  • Has been reprinted as a leading case in two international marketing text books.
• “Piecing the Puzzle Together: Philips CEE 1993 (1994),” with Chet Borucki and Drazen Kucan, published and distributed by European Case Clearing House.
  • Won the 1994 best case award from ecch.
• “Ramcides: Family Business on the road to Professionalism, (2016)” with MBA exchange students at NUS. → Published by Ivey
• “Aravind Eye Care, a Social Enterprise: Who carries the torch (2015),” with Michael Frese.
• Cases on Sustainability (2009 – 2013): Under his guidance, 15 cases have been written by the MBA students of NUS Business School.