Faculty & Staff Directory

iconiconiconiconNameSarang SunderImageSarang SunderFirstnameSarangLastnameSunderOffice Phone817-257-4092
VitaeDownload Vita
Position:Assistant Professor of MarketingDepartment:Marketing DepartmentOffice:Neeley 3348Role:FacultyEducation
  • Ph.D (Marketing)- Georgia State University
  • M.S (Marketing)- Georgia State University
  • B.E (Mechanical Engineering)- Anna University, Chennai
Areas of Expertise / Research
  • Customer Relationship Management (CRM)
  • Salesforce Management
  • Marketing in Emerging Economies
  • Econometric methods
Courses Taught
  • Marketing Management
  • New Product Innovation & Branding
  • Customer Relationship Management
Key Publications
  • “Protecting Consumers from Themselves: Assessing the Consequences of Usage Restriction Laws on Online Game Usage and Spending” (with Wooyong Jo, Minakshi Trivedi and Jeonghye Choi), Marketing Science, forthcoming
  • “Why do Salespeople Quit? An Empirical Examination of Own & Peer Effects on Salesperson Turnover Behavior.” (with V. Kumar, Ashley Goreczny and Todd Maurer), Journal of Marketing Research, June 2017
  • “Modeling the Lifetime Value of a customer in the Consumer Packaged Goods (CPG) industry” (with V. Kumar and Yi Zhao), Journal of Marketing Research, December 2016
  • "Maximizing Firm Performance in an Emerging Market: Optimizing Distribution Strategies across Brands, Product Forms, and Store Formats" (with V. Kumar and Amalesh Sharma), Journal of Retailing, December 2015
  • Who's Your Most Valuable Salesperson?" (with V. Kumar and Robert P. Leone), Harvard Business Review, April 2015
  • "Measuring and Managing a Salesperson's Future Value to the Firm" (with V. Kumar and Robert P. Leone), Journal of Marketing Research, September 2014
  • "Analyzing the Diffusion of Global Customer Relationship Management: A Cross-Regional Modeling Framework" (with V. Kumar and B. Ramaseshan), Journal of International Marketing, March 2011
Awards / Recognition
  • 'Favorite Professor' by TCU MBA Class '19
  • Fellow - Marketing Strategy Consortium (2019), Kelley School of Business, Indiana University
  • Outstanding Reviewer- Journal of Marketing (2018)
  • Faculty Fellow- AMA Sheth Doctoral Consortium (2018), Leeds University- UK
  • Faculty participant at the Professors Institute (2018, 2019), SMU-Dallas
  • Don Lehmann award for best dissertation based paper published in the Journal of Marketing or Journal of Marketing Research (2017)
  • Wharton Customer Analytics Initiative (WCAI) Research Data Grant (2016)
  • Mary Kay Doctoral Dissertation Award winner (2016)
  • John Howard/AMA Doctoral Dissertation Award winner (2015)
  • Wharton Customer Analytics Initiative (WCAI) Research Data Grant (2015)
  • SEF/Neil Rackham research grant winner (2015)
  • ISMS Doctoral Consortium Fellow (2014)
  • GTA Teaching Excellence Award winner (2014)
  • AMA-Sheth Foundation Doctoral Consortium Fellow (2012)
  • ISBM PhD Student Camp for Research (2012), nominee and participant
  • MSI/ACR Research Proposal competition (2010), Winner