Profile

Alok Kumar

Associate Professor and W. W. Marshall College Professor
Marketing
HLH 335 S
P.O. Box 880492
Lincoln, NE 68588-0492
(402) 472-3378
akumar5@unl.edu
Alok Kumar Photo
Education
Ph.D., University Wisconsin-Madison, 2008

MBA, Indian Institute of Management, Calcutta, India, 1998

B.Tech (Mining Engineering), School of Mines, India, 1995
Areas of Expertise
  • Business-to-Business Marketing
  • Marketing Channels Management
  • Marketing Strategy
Appointments
  • Assistant Professor, 2013
  • Associate Professor, 2015
  • W. W. Marshall College Professor, 2018
Vita
Alok Kumar Vita
Biography

Alok Kumar (Ph.D., University of Wisconsin-Madison) is Associate Professor of Marketing at the College of Business, University of Nebraska-Lincoln. Previously, he was on the faculty at the Smeal College of Business, Pennsylvania State University. His primary research interests are in the areas of business-to-business relationships, distribution channels, supply chain relationships, and marketing strategy. Much of his research deals with value-creation and value-claiming issues which arise in marketing alliances between autonomous organizations. His research has appeared in outlets such as the Journal of Marketing and the Journal of Marketing Research

He has taught both undergraduate and graduate level courses, including courses in Marketing Strategy, Managerial Marketing, Marketing Management, and Marketing Channels.

He has several years of industry experience in various engineering (operations), marketing, and sales roles. 

 

Research Interests

Distribution Systems

Business-to-Business Markets

Supply Chain Relationships

Marketing Strategy

Published In

Journal of Marketing
Journal of Marketing Research
Strategic Management Journal

Refereed Publications

Gupta, A., Kumar, A., Grewal, R., Lilien, G. (2019). Within-Seller and Buyer–Seller Network Structures and Key Account Profitability. Journal of Marketing, 83(1), 108-132.

Wathne, K. H., Heide, J. B.,  Mooi, E. A., Kumar, A., (forthcoming). Relationship Governance Dynamics: The Role of Partner Selection Efforts and Mutual Investments. Journal of Marketing Research.

Grewal, R., Saini, A., Kumar, A., Dwyer, F. Robert, Dahlstrom, R. (2018). Marketing Channel Management by Multinational Corporations in Foreign Markets. Journal of Marketing, 82(4), 49-69.

Chakravarty, A., Kumar, A., Grewal, R. (2014). Customer Orientation Structure for Internet-Based Business-to-Business Platform Firms, Journal of Marketing, 78, 1-23.
 
Heide, J. B., Kumar, A., Wathne, K. H. (2014). Concurrent Sourcing, Governance Mechanisms, and Performance Outcomes in Industrial Value Chains, Strategic Management Journal, 35(8), 1164-1185.
 
Grewal, R., Kumar, A., Mallapragada, G., Saini, A. (2013). Marketing Channels in Foreign Markets: Control Mechanisms and the Moderating Role of Multinational Corporation Headquarters-Subsidiary Relationship. Journal of Marketing Research, 50(3), 378-398.
 
Kumar, A., Heide, J. B., Wathne, K. H. (2011). Performance Implications of Mismatched Governance Regimes Across External and Internal Relationships. Journal of Marketing, 75(2), 1-17.

Research Awards

Faculty Research Award, Marketing Department, College of Business Administration, University of Nebraska-Lincoln. (May 2015).

Faculty Research Award, Marketing Department, College of Business Administration, University of Nebraska-Lincoln. (May 2014).

Distinguished Research Award, College of Business Administration, University of Nebraska-Lincoln. (April 2014).

Undergraduate Courses

Marketing Channels Management (MRKT/SCMA 346) - Basic concepts used in analyzing marketing channels, identifies the issues of designing sound channels, the issues of managing them effectively, and evaluating their performance.

Marketing Management (MRKT 442) - Application of marketing principles to the solution of a wide variety of problems involving influence of the consumer, choice of channels, marketing legislation, and the management of merchandising, advertising, personal selling, sales promotion, pricing, and marketing research.

Managerial Management (GRBA 813) - Mixture of case discussions, readings, lectures, plus written and oral assignments. Development of analytical and decision making skills, and an understanding of the market forces which influence those decisions. Major emphasis on the decision areas of product, distribution, personal selling, advertising and pricing, as well as on the development of integrated marketing programs. Social, ethical, and global issues.

Marketing Channels (MRKT 931) - The purpose of this seminar is to introduce the key literature concerning marketing channel structure and behavior. Marketing channels are treated as interorganizational networks comprised of interdependent institutions and agencies involved in the task of moving goods and services from points of production to points of consumption. This seminar will examine the structures that characterize these networks, especially their causes and consequences from an efficiency perspective. In addition, we shall examine some important behavioral phenomena that characterize the interaction between firms in a channel. The literature base to be examined in this course includes theoretical and empirical studies from economics, law, sociology, organizational behavior, organizational theory and social psychology.

Teaching Interests

Marketing Channels

Marketing Strategy

Business-to-Business Marketing

Marketing Management

International Business.

Awards

Faculty Mentoring Award, Department of Marketing, College of Business, UNL. (April 2018).

Haring Symposium, Faculty Representative, Indiana University. (April 2016).

Faculty Research Award, Marketing Department, College of Business Administration, University
of Nebraska-Lincoln. (May 2015).

Faculty Research Award, Marketing Department, College of Business Administration, University
of Nebraska-Lincoln. (May 2014).

Distinguished Research Award, College of Business Administration, University of
Nebraska-Lincoln. (April 2014).

Nominated, 2013-2014 Best Paper Award, College of Business Administration, University of
Nebraska-Lincoln. (April 2014).

Haring Symposium, Faculty Representative (The Pennsylvania State University), Indiana
University. (2012).

Finalist, ISBM Business Marketing Doctoral Competition, ISBM. (2006).

John Etter Scholarship, University of Wisconsin-Madison. (2006).

Robert Bruce Fellowship, University of Wisconsin-Madison. (2006).

AMA-Sheth Foundation Doctoral Consortium Fellow, University of Connecticut. (2005).

Haring Symposium, Indiana University. (2004).

Additional Information

Member, Editorial Board, Journal of the Academy of Marketing Science, May 2020 - Present

Member, Editorial Board, Journal of Marketing, January 2019 - December 2021

Member, Editorial Review Board, Journal of Marketing Research