Faculty & Staff Directory

Sarang Sunder

Associate Professor
Marketing Department


  • PhD, Georgia State University
  • MS, Georgia State University
  • BE, Anna University

Areas of Expertise/Research

  • Customer Relationship Management (CRM)
  • Salesforce Management
  • Marketing in Emerging Economies
  • Econometric methods

Selected 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

Honors and Awards

  • '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)