56吃瓜网

P.V. (Sundar) Balakrishnan

Professor and Area Coordinator of Marketing, Retail Management, and Business Communications (MarRCom)
56吃瓜网 Bothell School of Business

sundar@uw.edu
425-352-5384
56吃瓜网1-240

Curriculum Vitae

EDUCATION

1988: Ph.D. Department of Marketing, The Wharton School, University of Pennsylvania
1987: A.M. Department of Marketing, The Wharton School, University of Pennsylvania
1983: M.S. Industrial Engineering, The University of Texas at Arlington
1981: B.Tech Textile Engineering, The Indian Institute of Technology, New Delhi

RESEARCH INTERESTS

New Product Marketing, Marketing Strategy, Buyers-Sellers Negotiations, Relationship Marketing, Customer Satisfaction, Retail Locations, Evolution of Markets; Marketing-Manufacturing Interface; Marketing Research, Artificial Intelligence: Genetic Algorithms, Neural Networks, Power Law, Diffusion of Innovations.

ACADEMIC POSITIONS

2004 – Present Professor, Business Program, University of Washington, Bothell
2008 Visiting Professor, Indian School of Business
2001 – 2002 Visiting Associate Professor, GSB, The University of Chicago
1998 – 2000 Acting Director, Business Administration Program, University of Washington, Bothell
1996 – 2004 Associate Professor, Business Administration Program, University of Washington, Bothell
1994 – 1996 Assistant Professor, Business Administration Program, University of Washington, Bothell
1989 – 1994 Assistant Professor, The Ohio State University
1987 – 1988 Instructor, Dept. of Marketing, The Ohio State University
1983 – 1987 Graduate Research Assistant, The Wharton School, University of Pennsylvania
1981 – 1982 Graduate Research Assistant, The University of Texas at Arlington

TEACHING INTERESTS/COURSES TAUGHT

• Marketing Management
• Advanced Marketing Strategy
• Marketing Models and Expert Systems
• Business Marketing
• Marketing Management Laboratory
• Negotiations
• Customer Satisfaction
• Marketing Research
• New Product Marketing
• Marketing Engineering
• Operations Management

DOCTORAL DISSERTATION

“A New Analytical Process Model of Two-Party Negotiation in Channels of Distribution.” The Wharton School, University of Pennsylvania. Doctoral Dissertation Committee: Josh Eliashberg (Chair), Richard L. Oliver, Arvind Rangaswamy, Colin Camerer, and Jerry Wind.

SELECTED REFEREED JOURNAL ARTICLES

“,” Mehdi Rasouli Ghahroudi, P. V. (Sundar) Balakrishnan & Yasuo Hoshino (2025), Journal of Global Marketing, DOI: 10.1080/08911762.2024.2447732

“,” Pathak, Surya, Balakrishnan, P.V. Sundar, Journal of the Academy of Marketing Science (2024). DOI: 10.1007/s11747-024-01060-7

“,” Ben Shaw-Ching Liu & P.V (Sundar) Balakrishnan (2022), Journal of Personal Selling & Sales Management, DOI: 10.1080/08853134.2022.2049604 Published online: 06 Apr 2022.

鈥�,鈥� by S. Gowri Shankar, James M. Miller, and P.V. (Sundar) Balakrishnan. PLOS ONE, 15 (3): e0230393. March, 2020.

“,鈥� by P.V. (Sundar) Balakrishnan, Charles Patton, and Robert Wilken. The Data Envelopment Analysis Journal, Oct. 2016. Volume 2, Issue 1, pp. 1-34. (Lead Article).

鈥�,鈥� by P.V. (Sundar) Balakrishnan and S.D. Pathak. Production Operations Management pp. 1-15. Forthcoming 2014. DOI 10.1111/poms.12106

鈥�,鈥� by Charles Patton, and P.V. (Sundar) Balakrishnan. International Journal of Research in Marketing, 29, Issue 3 (September), pp. 280鈥�291, 2012.

鈥�,鈥� by P.V. (Sundar) Balakrishnan, Juan Camilo Gomez, and Rakesh V. Vohra. Mathematical Social Sciences, 62, Issue 3 (November), pp. 144鈥�150, 2011.

鈥�,鈥� by P. V. (Sundar) Balakrishnan, Subodha Kumar, and Peng Han. Decision Sciences, 42, Issue 4 (November), pp. 831鈥�857, 2011.

鈥�,鈥� by Charles Patton and P.V.(Sundar) Balakrishnan. Journal of Business Research, vol. 63 issue 8 (August), pp. 809-816, 2010.

鈥�,鈥� by P.V.(Sundar) Balakrishnan, James M. Miller and S. Gowri Shankar. Economics Letters, 98, pp. 194-200, 2008.

鈥�,鈥� by Jill Purdy, Pete Nye and P.V. (Sundar) Balakrishnan. International Journal of Conflict Management, 11 (2), pp 163 鈥� 188, 2000.

鈥溾�� by P.V. (Sundar) Balakrishnan, Rajan Nataraajan and Anand Desai. Marketing Management Journal, 10 (Spring/Summer), pg. 1 鈥� 11, 2000 (Lead Article).

“,” by P.V. (Sundar) Balakrishnan and Varghese S. Jacob. Management Science, 42 (August), 1105-1117, 1996.

“,” by P.V. (Sundar) Balakrishnan and Varghese S. Jacob. Decision Support Systems, 14, 313-327, 1995.

“,” by P.V. (Sundar) Balakrishnan and Josh Eliashberg. Management Science, 41 (February), 226 -243, 1995.

“,” by P.V. (Sundar) Balakrishnan and Nicholas G. Hall. European Journal of Operational Research, 85 (September), 368-382, 1995.

“,” by P.V. (Sundar) Balakrishnan, Martha C. Cooper, Varghese S. Jacob, and Phillip A. Lewis. Psychometrika, 59 (December), 509-525, 1994.

“,” by Richard L. Oliver, P.V. (Sundar) Balakrishnan and Bruce Barry. Organizational Behavior and Human Decision Processes, 60 (November), 252-275, 1994.

“,” by P.V. (Sundar) Balakrishnan, Charles Patton and Phillip A. Lewis. Journal of Consumer Research, 19 (4), March, 637-654, 1993.

SELECTED PRESENTATIONS

Podcasts

“” by P.V. Sundar Balakrishnan, 2024. In today鈥檚 business environment, robustness and resilience鈥攁 key principle drawn from biology and urban planning鈥攊s vital for long-term success. This article explores how the principle of robustness, illustrated by the High Line project in New York City, can be applied to business strategy. Business leaders who master the art of building robust, adaptive organizations that require trade-offs between efficiency and robustness for building more robust and resilient organizations will be best positioned to thrive in an increasingly unpredictable world.

“” by P.V. Sundar Balakrishnan, 2024.

Invited Talks/Guest Lectures

鈥淲hisper or Shout? Consumer Adoption Behavior for New Products鈥�. This research seminar was to the entire Business School. Great Lakes Institute of Management (GLIM), Chennai, India, May 2016.

鈥淲hisper or Shout? Consumer Adoption Behavior for New Products Using Complex Agents鈥�. Quinnipiac University, Lender School of Business, Hamden, CT, March 2016.

鈥淒iversity, Interdisciplinarity & Cross-Fertilization in Research and Teaching.鈥� Address to the entire student body Kirloskar Institute of Advanced Management Studies (KIAMS). Live audience in Harihar Campus, streamed live to Pune Campus. Harihar, India. October 24, 2015.

“Bargaining Problems with a Salient Point”. By P.V. (Sundar) Balakrishnan, Juan C. Gomez, and Rakesh V. Vohra. This work was presented at the following places: 56吃瓜网 Seattle, Economics Department. April, 2011; Rice University. Economics Department Microeconomics Theory Workshop, April, 2011; Texas A&M University, Economics Department workshop, April 2011.

鈥淕enetic Algorithms for Dual Objective Segmentation: Life, Death & Afterlife of K-Means?鈥� by P.V. (Sundar) Balakrishnan and Subodha Kumar鈥� Presented at Faculty of Business & Economics, The University of Sydney, Australia, September, 2009.

鈥淚s There Life after K-Means? Genetic Algorithms for Dual Objective Segmentation鈥� by P.V. (Sundar) Balakrishnan and Subodha Kumar
Presented at School of Business Administration, Hebrew University, Jerusalem, Israel, November 2008.

鈥淓fficiency of Negotiated Exchanges.鈥� by P.V. (Sundar) Balakrishnan. Invited Presentation at University of California, Riverside, Business School, April, 2005.

Conference Presentations/Keynote

鈥淒iversity, Interdisciplinarity & Cross-Fertilization: Evolution in Research and Teaching,鈥� by P.V. (Sundar) Balakrishnan. Presented at the 7^th NASMEI Annual Conference, Kotler-Srinivasan Center, Great Lakes Institute of Management, Chennai, India. December 2013.

鈥淚mpeding the Juggernaut of Innovation Diffusion: Supply Constrained Models,鈥� by P.V. (Sundar) Balakrishnan and Surya Pathak. Presented at the 6th Great Lakes NASMEI Conference, Kotler-Srinivasan Center for marketing Research, Chennai, India, December 2012.

鈥淢arket closings and Concentration of stock trading,鈥� by A. Steven Holland, P.V. (Sundar) Balakrishnan, James M. Miller, and S. Gowri Shankar. Presented at WEA, San Francisco, July, 2012.

“Technology in Teaching,” by P.V. (Sundar) Balakrishnan. Presented at 47^th AMA/Sheth Doctoral Consortium, Teaching Panel, Seattle, June 16, 2012.

鈥淢easuring Efficiency of Negotiated Exchanges: An Evaluation, Refinement, and Extension,鈥� by P.V. (Sundar) Balakrishnan, Charles Patton and Robert Wilken. Presented at Marketing Science Conference, Houston/TX, June 11, 2011.

鈥淎 Comparative Investigation of Genetic Algorithms and Simulated Annealing Approaches for Dual Objective Segmentation鈥� by P.V. (Sundar) Balakrishnan, Subodha Kumar, and Peng Han
Presented at Marketing Science Conference, Vancouver, Canada, June 2008.

鈥淭he Evolution of Markets: Power Law and Capital Markets鈥�,
by P.V. (Sundar) Balakrishnan, James M. Miller, and S. Gowri Shankar. Presented at the Marketing Science Conference, June 2007, in Singapore.

Panel/Company Presentations

鈥淐ustomer Satisfaction: Service Quality Management鈥� by P.V. (Sundar) Balakrishnan, Bellevue, WA.; Seminar for 2015 GAWDA NW Regional Meeting. July 2015.

鈥淐ustomer Satisfaction: Service Quality Management鈥� by P.V. (Sundar) Balakrishnan, PEMCO, Seattle, WA.; Seminar for PEMCO employees, mid-level management to the CEO. September 14, 2006.

鈥淟essons Learned From The Cialis Success Story鈥�
Panelists: P.V. Sundar Balakrishnan, PhD, Professor of marketing and Founding Faculty Member, MBA Program at the University of Washington, Bothell; and Leonard Blum, Senior Vice-President, Sales and Marketing, ICOS Corporation, February 16th, 2006, Offices of Wilson Sonsini Goodrich & Rosati.

Invited Academic Presentations

University of Illinois, Urbana-Champaign; Pennsylvania State University; Rutgers University; University of Florida; North Carolina State University; Florida International University; International University of Japan; Southern Illinois University; University of Washington, Seattle; University of California, Riverside; SIES College of Commerce, Mumbai, India; Hebrew University, Israel; University of Sydney, Australia; Kirloskar Institute of Advanced Management Studies, Harihar, India; I.I.T. Bombay; Quinnipiac University; ESCP, Berlin, Germany.

SELECTED EXECUTIVE PROGRAMS

ClearWire: Marketing Module in the Essentials of Business Management, 56吃瓜网B certificate program. Bellevue, WA, 2010, 2011.

The Management Program: 56吃瓜网 Executive Education certificate program. Responsible for working with 50+ executives during the Residential Program at an off-campus resort. Providing the marketing content. 1999 to 2001.

Softstrat.Com: A 56吃瓜网 and Washington Software Association program. Responsible for the Marketing Area and coordinating a major portion of the program. 1999, 2000.

SELECTED RESEARCH PROPOSALS FUNDED

“Project ELCO: Developing an Electronic Learning Community鈥�
Sponsor: University of Washington, Bothell, 1997: $10,000.

“A Genetic Algorithm Based Decision Support System for Product Design.” Sponsor: Dean’s Summer Research Fellowship, The Ohio State University, 1992; Amount: $12,000.

“Optimal Dynamic Repositioning Strategies in the Product Attribute Space.” Sponsor: The Ohio State University; 1988, Dollar Amount:$15,000.

“Empirical Investigation of a New Analytical Process Model of Two-Party Negotiations in Channels of Distribution,” with Josh. Eliashberg. Sponsor: Centre for Risk in Decision Processes, The Wharton School; 1987, Dollar Amount: $1,000.

“The Effect of Temporal Order, Issue Salience, and Expectancy Disconfirmation on Negotiation Perception,” with Richard L. Oliver.
Sponsors: Marketing Science Institute (MSI); and Sears, Roebuck & Co.; 1986 Amount: All Expenses to Sears’ In-house Negotiator Training Seminar.

SERVICE

Administrative Service

1998-2000: Acting Director 56吃瓜网 Business Administration Program
1998-2001: AACSB Accreditation Process

Selected Faculty Service

Chair, Business Program, Senior Faculty Personnel Committee 2009-10; 2011; 2013, 2014.
Chair, Business Program Faculty Personnel Committees 2006-07, 2007-08; 2012, 2014.
Chair, MBA Program Review Committee 2003 鈥� 2004.
Chair, Undergraduate Admissions Committee, 2003 鈥� 2004.
Chair, Search Committee for Assistant Professor in Marketing, 2012-2013.
Chair, Search Committee for Assistant Professor in International Business, 2011.
Chair, Search Committee for Associate Professor in MIS, 2009-2010
Chair, Search Committee for Assoc/Asst Professor in Accounting, 2007-2008
Chair, Search Committee for Assistant Professor in Marketing, 1995, 1997, 2007-2008
Chair, Search Committee for Assistant Professor in Accounting, 2006-2007
Chair, Search for Assistant Professor in Managerial Economics, 2005-2006
Chair, Search for Associate Professor in Management, 1996
Committee Member Business Program Director Search 1996
Committees: Master鈥檚 Curriculum Design; Undergraduate Curriculum Design/Revision; Admissions Committees
AMA Student Chapter: Founding Faculty Advisor
Beta Gamma Sigma (BGS) 56吃瓜网B Chapter: President & Faculty Advisor, 1998-2000; 2002-current.

Campus Service, 56吃瓜网

Senator, 56吃瓜网 Faculty Senate, 2004 鈥� 2006; 2020-2022
Faculty Council on University Libraries, 2020-2023
56吃瓜网B Distinguished Teaching Award Committee, 2012, 2013, 2020, 2021
Faculty Marshall, Graduate Hooding, 2018, 2019
Dean鈥檚 Medalist Search Committee
Chancellor 56吃瓜网B, Search Committee Member, 2012-2013
Chancellor of 56吃瓜网B, Dr. Kenyon Chan, 5 year Review Committee, Member, 2012 鈥� 2012.
Campus Council on Promotion, Tenure and Faculty Affairs, 2009-2011; 2011-2013.
Chair Search Committee, Director of Computing & Software Systems, 2008
Vice-Chancellor of Academic Affairs Search Committee Member, 2007.
Director of Business Program, 56吃瓜网B, Dr. Steve Holland, Five year Review Committee, 2007.
Chancellor 56吃瓜网B, Dr. Warren Buck, 5 year Review Committee, Member, 2004 鈥� 2005.
Technology M.B.A. 56吃瓜网 Seattle, Curriculum Design Committee member, 1999.

PROFESSIONAL SERVICE

Editorial Board Member

2004 鈥� 2018: Journal of Product and Brand Management
2000 鈥� 2020: Psychology and Marketing
2016 鈥� 2020: Associate Editor, Journal of Information Technology and Management (ITM)
2020 鈥� Present: Senior Editor, Journal of Information Technology and Management (ITM)

Reviewer

Management Science; Marketing Science; Journal of Marketing Research; Journal of Marketing; Journal of Consumer Research; Organizational Science, Information Systems Research, Journal of Retailing, European Journal of Operational Research, Journal of Business Research, Computers and Mathematics with Applications, Applied Soft Computing

AWARDS AND HONORS

University Distinguished Teaching Award, 2011 (Given once in a lifetime)
Distinguished Teaching Award, nominee/finalist 1997, 1998, 2005, 2006, 2007, 2010.
Best MBA Professor 56吃瓜网B Leadership MBA, 2011
Best MBA Professor 56吃瓜网B Technology MBA, 2004, 2007
Business Instructor of the Year Award, by 56吃瓜网B Business Students, 1995.
AMA/Sheth 47th Doctoral Consortium Faculty Fellow, 2012
AMA Doctoral Consortium Fellow The Wharton School Representative, 1986.
The Wharton School Research & Teaching Assistantship, 1983-1987.
IIT Delhi Alumni Association Award for Best Academic Improvement, 1981
Top 300 Most Prolific Management Scholar (1997 INFORMS survey: Publications over 10 years).
MARQUIS’ Who’s Who in America, 2004, 2005, 2007, 2008, 2009, 2010-current editions.