Kinshuk Jerath

  • Assistant Professor of Marketing
  • Tepper School of Business
  • Carnegie Mellon University

  • email: kinshuk [AT] cmu [DOT] edu
  • office: Posner Hall, 372
  • mailing address: 5000 Forbes Avenue, Tepper School of Business, Carnegie Mellon University, Pittsburgh, PA 15213
  • phone: (412) 268 2215
  • web: http://www.andrew.cmu.edu/~kinshuk

    • Teaching/Course Information

     I taught the following three courses in Spring 2011. Please click on the links below to access course syllabi.

  • 70-381: Marketing I (Semester-long core course for undergraduates) [Syllabus]
  • 70-487 A4: Customer Management Using Probability Models (Undergraduate offering in Mini 4; paired with "70-488 A3: Interactive Marketing" in Mini 3) [Syllabus]
  • 45-924: Customer Management Using Probability Models (MBA offering in Mini 4) [Syllabus]

    • I will teach the following course in Mini 1 in Fall 2011. Please click on the link below to access the course syllabus.

  • 47-753: Analytical Models in Marketing (PhD offering) [Syllabus]

    • Education
  • Ph.D., Marketing, 2008
  • Wharton School, University of Pennsylvania

  • Bachelor of Technology, Computer Science and Engineering, 2003
  • Indian Institute of Technology Bombay

    • Research

    Research Interests

  • Online and offline retailing
  • Customer-base analysis
  • Impact of new technologies on Marketing practice
  • Interface of Marketing with Operations Management and with Information Systems

    • Journal Publications

    1. Jiang, Baojun, Kinshuk Jerath and Kannan Srinivasan (2011), “Firm Strategies in the "Mid Tail" of Platform-Based Retailing,” Marketing Science, 30 (5), 757-775 [Lead Article]. [Download]
    2. Jerath, Kinshuk, Peter S. Fader and Bruce G.S. Hardie (2011), “New Perspectives on Customer "Death" Using a Generalization of the Pareto/NBD Model,” Marketing Science, 30 (5), 866-880. [Download]
    3. Jerath, Kinshuk, Liye Ma, Young-Hoon Park and Kannan Srinivasan (2011), “A "Position Paradox" in Sponsored Search Auctions,” Marketing Science, 30 (4), 612-627. [Download]
    4. Marcel Goic, Kinshuk Jerath and Kannan Srinivasan (2011), “Cross-Market Discounts,” Marketing Science, 30 (1), 134-148. [Download]
    5. Jerath, Kinshuk and Z. John Zhang (2010), “Store Within a Store,” Journal of Marketing Research, XLVII (August), 748-763. [Download]
    6. Jerath, Kinshuk, Serguei Netessine and Senthil Kumar Veeraraghavan (2010), “Revenue Management with Strategic Customers: Last-Minute Selling and Opaque Selling,” Management Science, 56 (3), 430-448. [Download]
    7. Fader, Peter S., Bruce G.S. Hardie and Kinshuk Jerath (2007), “Estimating CLV Using Aggregated Data: The Tuscan Lifestyles Case Revisited,” Journal of Interactive Marketing, 21 (3), 55-71. [Download]

    Other Publications

    1. Jerath, Kinshuk, Serguei Netessine and Senthil Kumar Veeraraghavan (2009), “Selling to Strategic Customers: Opaque Selling Strategies,” in Operations Management Models with Consumer-Driven Demand (Eds: Serguei Netessine and Christopher S. Tang), Springer. [Download]
    2. Jerath, Kinshuk and Balaji Padmanabhan (2005), “Query-Driven Conceptual Browsing: A Semi-Automated Approach for Building and Exploring Concepts on the Web,” Proceedings of WITS 2005, 117-122. [Download]

    Papers under Review

    1. Yingda Lu, Kinshuk Jerath and Param Vir Singh, “The Emergence of Opinion Leaders in Online Review Communities,” under review at Management Science. [Download]
    2. Jerath, Kinshuk and Amin Sayedi, “Exclusive Display in Sponsored Search Advertising,” revision invited at Marketing Science. [Download]
    3. Jerath, Kinshuk, Peter S. Fader and Bruce G.S. Hardie, “Customer-Base Analysis on a ''Data Diet'': Model Inference Using Repeated Cross-Sectional Summary (RCSS) Data,” revision invited at Management Science. [Download] (Previous title: "Customer-Base Analysis Using Repeated Cross-Sectional Summary (RCSS) Data.")

    Working Papers

    1. Tansev Geylani, Kinshuk Jerath and Z. John Zhang, “Store Loyalty and Competitive Store Brand Strategy,” under revision.
    2. Jerath, Kinshuk, Serguei Netessine and Z. John Zhang, “Can We All Get Along? Incentive Contracts to Bridge the Marketing and Operations Divide,” under revision.

    Technical Research Notes

  • Fader, Peter S., Bruce G.S. Hardie and Kinshuk Jerath (2007), “Deriving an Expression for P(X(t, t+T) = x) Under the Pareto/NBD Model.” [Download]
  • Fader, Peter S., Bruce G.S. Hardie and Kinshuk Jerath, “Deriving the Likelihood Expression for Holdout Data Under the Pareto/NBD Model.” [Download]

    Grants and Honors

  • MSI research grant for "The Challenges of Communication and Branding in a Digital Era" (2011), with Amin Sayedi
  • Distinguished Service Award, Management Science, 2010.
  • Faculty Giving Chair, Tepper School of Business, Carnegie Mellon University (2010-2011)
  • MSI and WIMI research grant for "Multichannel Customer Behavior in Customer Support Services" (2010), with Anuj Kumar and Serguei Netessine
  • Google & WPP Marketing Research Award (2010), co-PI with Alan Montgomery
  • Berkman Faculty Development Fund research grant, Carnegie Mellon University (2009)
  • Russell Ackoff Award for Research on Human Decision Processes, Wharton School, University of Pennsylvania (2008)
  • The Mack Center for Technological Innovation research grant, Wharton School, University of Pennsylvania (2007)
  • Jay H. Baker Retailing Initiative research grant, Wharton School, University of Pennsylvania (2005)
  • Doctoral Fellowship, Wharton School, University of Pennsylvania (2003-2007)
  • National Talent Search Scholar, India (1997-2003)


    • Last updated: August 2011.

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