Kirthi Kalyanam: Vita: Faculty: Leavey School of Business

Faculty: Kirthi Kalyanam
Department of Marketing
Leavey School of Business
Santa Clara University

1. ACADEMIC APPOINTMENTS

Current	J.C. Penney Research Professor
	Director, Internet Retailing, Retail Management Institute
	Director, E-Business Initiatives
	Santa Clara University

2002	Visiting Associate Professor
	Graduate School of Business
	Stanford University

2000-2001	Senior Vice President and Chief Marketing Officer
	SpinCircuit Inc. (On leave of absence)

1999-2000	Director, E*Commerce Initiatives
	Leavey School of Business, Santa Clara University

1999-Present	Associate Professor, Dept of Marketing
	Leavey School of Business, Santa Clara University

1996-Present	Research Director, Retail Workbench
	Research & Education Center, Santa Clara University

1994-1999	Assistant Professor, Dept. of Marketing,
	Leavey School of Business, Santa Clara University

1992-1994	Visiting Instructor, Dept. of Marketing,
	Charles H. Kellstadt School of Business,DePaul University

1990-1991	Visiting Instructor, Dept. of Consumer Sciences and Retailing,Purdue University

2. EDUCATION

a). Higher Education

Ph.D. (December, 1993)		Krannert School of Management, Purdue University
		Major:	Marketing
		Minor:	Econometrics

B.Communication & Journalism. (June,1985)		Osmania University, Hyderabad, India
		Major:	Advertising
		Minor:	Org. Communication

B.Commerce. (June,1984)		Osmania University, Hyderabad, India

b). Theses and Dissertations

Ph.D. (December, 1993)		"Optimal Pricing Decisions Under Demand Uncertainty: A Bayesian Mixture Model Approach".

		Thesis Director:	Ward Hanson
		Title:	Assistant Professor
		Affiliation:	Purdue University

B.C.J. (June, 1984)		"Organizational Communication: A Case Study of the State Bank of India".

		Thesis Director:	PradeepKrishnatray,
		Title:	Professor.
		Affiliation:	Osmania University

c). Academic Honors
	American Marketing Association

	Finalist, 1997 American Marketing Association's Paul E. Green Award for Impact on the practice of Marketing

	Santa Clara University
	Dean's Outstanding Faculty List, 1997, 1999
	Paul J. Locatelli Junior Faculty Fellowship, Fall, 1997
	Junior Faculty Fellowship, Santa Clara University, Fall, 1996
	Dean's Innovation in Teaching Grant, Leavey School of Business, Jan., 1996
	Research Grant, Vice President for Academic Affairs, January 1996
	Dean's Teaching Innovation Award, Santa Clara University, Fall 1995.
	Research Grant, Vice President for Academic Affairs, January 1995

	Purdue University
	Purdue Research Foundation Grant, 1991-92.
	Purdue Research Foundation Grant, Summer 1989.

3. SCHOLARLY WORK

a). Publications
	1. "From Cost Plus to Optimization: An Evolutionary Perspective of Pricing Sophistication", Proceedings of the 21st Albert J. Haring Symposium, Indiana University, Bloomington, April 1991, (Kirthi Kalyanam).

	2. "A Cost Plus Trap: Pricing Heuristics & Demand Identification", Marketing Letters, 5, 3, 1994, 199-209 (Ward A. Hanson and Kirthi Kalyanam).

	3. "Estimating the Cells of a Contingency Table with Limited Information With GeoDemographic Applications", Case Studies in Bayesian Statistics, Volume 3, pp.347-369, New York: Springer-Verlag, (James Hodges, Kirthi Kalyanam and Daniel S. Putler).

	4. "A Bayesian Approach to Estimating Target Market Potential with Limited GeoDemographic Information", The Journal of Marketing Research, 1996, Vol. 33, (May), 134-49, (Daniel S. Putler, Kirthi Kalyanam and James Hodges).

	5. "Pricing Decisions Under Demand Uncertainty: A Bayesian Mixture Model Approach", Marketing Science, 1996, Vol. 15, No. 3, 207-221.

	6. " Incorporating Demographic Variables in Brand Choice Models: An Indivisible Alternatives Approach", Marketing Science, 1997, Vol. 16, No. 2, 166-181, (Kirthi Kalyanam and Daniel S. Putler).

	7. "Estimating Irregular Pricing Effects: A Stochastic Spline Regression Approach", The Journal of Marketing Research, 1998, Vol 35, No. 1, 16-29. (Kirthi Kalyanam and Thomas S. Shively).

	8. "On the Modeling of Customer Survey Data: A Comment", Case Studies in Bayesian Statistics, Vol 4, Pages 48-51, New York: Springer-Verlag, (Eric Bradlow and Kirthi Kalyanam), Forthcoming.

	9. "Hewlett Packard Consumer Products Division: Distribution Through E*Commerce Channels", Journal of Interactive Marketing, (Kirthi Kalyanam and Shelby McIntyre), Forthcoming.

	10. "A Decision Support System for Vendor Managed Inventory", Journal of Retailing, 2000, Vol. 76, No. 4, 430-454, (Dale Achabal, Stephen S. Smith, Shelby S. McIntyre and Kirthi Kalyanam).

	11. "The E-Marketing Mix: A Contribution of the e-Tailing Wars", Journal of the Academy of Marketing Science, 2002, Vol. 30, No. 4.

b). Works in Progress

*Research Papers*
	1. "Customer Loss in the Advertising Industry, 1990-95: Environmental, Structural and Strategic Factors", (Kirthi Kalyanam and Jacques Delacroix).

		Status: Being Revised for Marketing Science.

	2. "Returns to Reputation in Online Auction Markets", (Kirthi Kalyanam and Shelby McIntyre).

		Status: Being Revised for Journal of Marketing.

	3. "Micro Marketing the Retail Assortment: A Hierarchical Bayesian Model", (Kirthi Kalyanam and Peter Boatwright).

	4. "On the Representativeness of Price Elasticities Obtained from Scanner Panel Households: Some Further Insights" (Makoto Abe and Kirthi Kalyanam).

	5. "Activity Based Weighting of Internet Panels" (Kirthi Kalyanam and James Hodges).

	6. "Reconciling Differences between Internet Panel and Log File Measurements" (Kirthi Kalyanam and Bruce MacEvoy).

	7. "An Investigation of Web Surfing Patterns", (Xavier Dreze and Kirthi Kalyanam).

	8. "A Dis-aggregate Approach to Assessing Market Potential for Geo-Demographic Areas", (Kirthi Kalyanam and Dan Putler).

	9. "A Hierarchical Bayesian Approach to Estimating Contingency Tables with Limited Information ", (James S. Hodges, Kirthi Kalyanam, and Maria Eglee Perez).

	10. Dialog Marketing, (Kirthi Kalyanam and Monte Zweban)

	11. Multi-Channel Retail Strategies (Kirthi Kalyanam and Dale Achabal)

	12. Channel Productivity: A Shopping Value Add Criterion (Kirthi Kalyanam and Dan Putler).

Books
	1. "Internet Marketing", 2nd Edition (Ward Hanson and Kirthi Kalyanam).

*Case Materials*
	1. "A Stockout in Cupertino: Will Substitution Lead to Salvation?", Retailing Management, Michael Levy and Barton Weitz

	2. "Nolan's Finer Foods: Introducing Category Management", Retailing Management, Michael Levy and Barton Weitz

	3. HP Consumer Products Business Organization: Distribution Printers Via the Internet, HBS Case 9-500-021, Rajiv Lal, Edith Prescott, and Kirthi Kalyanam.

	4. Rightworks Inc: VC Funding

	5. Ariba Inc: Strategic Decisions in the Rapidly Evolving E*Commerce Applications Industry

	6. Palm Inc: Going to Main Street

c). Research Presentations
These presentations are substantively different from research listed as publications or works in progress.

	"Assessing the Potential for Micro Assortment" (with Shelby McIntyre and Dale Achabal), Informs Marketing Science conference, INSEAD, June 7-8, 1998.

	"The Ecological Inference Problem in Internet Measurement: Leveraging Web Site Log Files to Uncover Population Demographics and Psychographics" (with Xavier Dreze and Rex Briggs), Informs Mini Conference on Marketing Science and the Internet, March 7-8, MIT, 1998.

	Invited Chair, Session on Non-parametric statistics in Marketing, Informs, Dallas, TX, Fall, 1997.

	"Price Point Effects: Why Some Prices are Better than Others for Stealing Sales from the Competition", 4th Workshop in Bayesian Statistics in Science and Technology, Carnegie Mellon University, September 28-30, 1997, with Tom Shively.

	"On the Use of Demographic Variables in GeoDemographic Marketing Applications", Invited Speaker, University of Texas-Austin, Statistics Workshop, Jan. 1997.

	"A Disaggregate Approach to Estimating Market Potential for Retail Trading Areas"(with Dan Putler), Workshop on Channel Productivity: Efficiency in Retailing & Merchandising, Mons, Belgium, October 1996.

	"Price Induced Patterns of Competition: Generalizations and Additional Evidence", TIMS XXXII, Anchorage, Alaska, June, 1994, with M.M. Moriarty

	Invited Chair, Econometrics Session, International Workshop on Hierarchical Models, Rio-de-Janeiro, December, 1993

	"Posterior Probabilities for Linear Regression Models: An Intrinsic Bayes Approach", Invited Paper, The America's Workshop on Recent Advances in Bayesian Statistics & Econometrics, Caracas, Venezuela, December, 1992 (with L.R.Pericchi).

	"A Logit Model of Variety Pack Choice", TIMS/ORSA, Orlando, Florida, May 1992. Not listed as a working paper or publication.

4. TEACHING

a). Interests
	Internet Marketing/E*Business, Retailing, Channel Marketing

b). Executive Education
	Design and Teaching of the E*Business Theme, Executive MBA Program, Santa Clara University

	Design and Teaching of Pricing and Merchandising Theme, Retail Masters Program, Retail Management Institute, Santa Clara University

c). Courses Taught and Ratings

Quarter	Course Number	Title	Program	Overall Instructor Rating
Fall 2002	MKTG 592	E*Business	MBA	4.69
Spring 2003	MKTG 590	Channel Marketing	MBA	4.76

5. CONSULTING

Expert witness for retail and E*Business litigation.
Advisory board appointments for retail software and E*Business companies.
Executive Educations and research for HyperParallel, The Gap, IBM, Milward Brown Interactive.

6. SERVICE TO THE UNIVERSITY AND PROFESSION

a). Service to University

*Department*
1996-97

	Recruiting Committee: Served on the recruiting committee for new faculty. Along with other members of the recruiting committee, I reviewed vitas, scheduled interviews at American Marketing Association (AMA) meetings, conducted interviews at AMA, prepared recruiting report, coordinated candidates campus visits, collected information regarding salaries.

1997-98

	Chair, Recruiting Committee: Chaired the recruiting committee for new faculty. Reviewed vitas, scheduled interviews at AMA meetings, conducted interviews at AMA meetings, prepared recruiting report, coordinated candidates campus visits, collected information regarding salaries. We were successful in recruiting two very promising new faculty.

*College*
1994-95

Technology Task Force for Accreditation, Fall 1994.

	Designed survey of current hardware resources and faculty needs to establish the state of the art in terms of technology and any gaps with respect to faculty needs. Data collected from all business school faculty and analyzed. Co-authored a report with findings and recommendations.

CD ROM Test Site: Winter 1995

	In collaboration with Dryden Press, beta tested interactive CD ROM software in Marketing 181 class. The infrastructure in Kenna 104 and the computers labs in Varsy hall were developed to support the test. A controlled experiment was used to empirically evaluate the impact on student learning. Because of this test:
	(1)	LSB has refined the technological infrastructure to incorporate multimedia material into our curriculum.

	(2)	We have some empirical evidence of how these new media should be deployed in the class room, i.e. what works and what does not and why.


Distance Learning Beta Test with Electronics Arts San Mateo Location: Spring 1995
	This initiative was launched to expand the capabilities of the LSB. The Beta test was implemented in my Marketing 551 in Spring 1996. The course materials were redesigned to match this new format. Student feedback indicated that the test was very successful. By the end of the class the technology infrastructure was well enough developed to have an almost 0% failure rate.

	I participated with Acting Dean Alex Field and Associate Dean Ed McQuarrie in a conference of Jesuit schools on using video conferencing technology. The conference unambiguously established that the technological capabilities of the LSB are 2x or 3x higher than any of the other participating schools.

1995-96
	· Co-Authoring a Grant Proposal for Upgrading about 7-8 Classrooms to Multimedia Format 10/25/95.

	· Made a presentation to the AACSB accreditation board regarding multimedia in classroom.

	· Authored a proposal to the technology steering committee to upgrade distance learning equipment in Kenna 104.

	· 5/29/96 Made a presentation to the LSB advisory board regarding Distance Learning Beta Test

1996-97
	· MBA policy Committee, Departmental representative.

1997-98
	· RMI Internship Survey Conducted survey of internship experiences of Retail Studies Program Interns. I analyzed the survey data and presented the conclusions at the Internship Forum Organized by RMI, January 29, 1998. Representatives from over 30 retailers attended the forum.

	· Redesign Retail Studies Program: Some activities like product sourcing and brand development have evolved to greater importance among retail organizations. A merchandise planner/analyst now supplements the traditional buyer function. Our undergraduates are very interested in these employment opportunities. I redesigned the retail studies program (with Dale Achabal) to synchronize the curriculum with these new employment opportunities. We have also been working with the advisory board regarding this redesign.

1996-Onwards
	· Associate Director, Retail Workbench Research and Education Center Responsibilities include:
		· Conduct 2 workbench update meetings with sponsors every year.
		· Manage existing computer equipment and new purchases.
		· Hire and manage computer programmers.
		· Liaison and co-ordinate faculty research
		· Manage research projects and deliverables
		· Liaison with retail industry sponsors and enhance relationships

*University*
1997-98
	· Member, Steering committee for Center for Science, Technology and Society.
	· March 1998, delivered a talk on Internet Marketing at Symposium organized by the center.

b). Service to Profession
	I am a regular reviewer for Marketing Science, Management Science and The Journal of Marketing Research.
	I serve on the editorial board of the journal of retailing

1/2000

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