Kinshuk Jerath
Professor of Business
Marketing
B.Tech., Indian Institute of Technology Bombay, 2003; Ph.D., Wharton School, University of Pennsylvania, 2008
Joined CBS in 2013
Office:
521
Uris
E-mail:
[email protected]
Fax:
12128547647
Personal Website
Curriculum Vitae
Biography
Kinshuk Jerath is Professor of Business in the Marketing Division at Columbia Business School. His research is in the area of technology-enabled marketing, primarily in online advertising, online and offline retailing and customer management, and he focuses on strategy development and measurement with data. His research has appeared in top-tier marketing journals, such as Marketing Science, Management Science, Journal of Marketing Research, and Journal of Interactive Marketing. He is on the editorial board of the journals Marketing Science, Production and Operations Management and Customer Needs and Solutions. He has consulted for several Fortune 500 companies and has served as an expert in legal cases. He received a B.Tech. degree in Computer Science and Engineering from the Indian Institute of Technology Bombay and a Ph.D. degree in Marketing from the Wharton School of the University of Pennsylvania. Prior to being at Columbia, he was on the faculty of the Tepper School of Business at Carnegie Mellon University.
Teaching
Spring 2021
Digital Marketing
(MBA)
(PhD) Analytical Models
(PHD)
MS Customer Management
(PHD)
Fall 2019
Customer Management: Concepts and Models
(MBA)
MS Customer Management
(PHD)
Summer 2019
Spring 2019
Customer Management: Concepts and Models
(MBA)
Digital Marketing
(MBA)
Fall 2018
Summer 2018
Spring 2018
Fall 2017
Summer 2017
Spring 2017
Fall 2016
Digital Marketing
(MBA)
Marketing Strategy
(EMBA)
Spring 2016
Independent Study - 3 credits
(MBA)
Independent Study - 1.5 credits
(MBA)
Digital Marketing
(MBA)
Columbia Caseworks cases
Measuring ROI on Sponsored Search Ads
(2017)
Coauthor(s): Kinshuk Jerath
A Primer on Programmatic Advertising
(2017)
Coauthor(s): Kinshuk Jerath, Miklos Sarvary
Research
Journal articles
To Platform-Sell or Resell: Channel Structures in Electronic Retailing
In Management Science
(forthcoming)
Coauthor(s): Vibhanshu Abhishek, Kinshuk Jerath, Z. John Zhang
Multiperiod Contracting and Salesperson Effort Profiles: The Optimality of "Hockey Stick," "Giving Up" and "Resting on Laurels"
In Journal of Marketing Research
(2020)
Coauthor(s): Kinshuk Jerath, Fei Long
Salesforce Contracting Under Uncertain Demand and Supply: Double Moral Hazard and Optimality of Smooth Contracts
In Marketing Science
(2019)
Coauthor(s): Tinglong Dai, Kinshuk Jerath
Exclusive Placement in Online Advertising
In Marketing Science
(2018)
Coauthor(s): Amin Sayedi, Kinshuk Jerath, Marjan Baghaie
Product Quality in a Distribution Channel with Inventory Risk
In Marketing Science
(2017)
Coauthor(s): Kinshuk Jerath, Sang Kim, Robert Swinney
A Model of Unorganized and Organized Retailing in Emerging Economies
In Marketing Science
(2016)
Coauthor(s): Kinshuk Jerath, S Sajeesh, Z. John Zhang
Agency Selling or Reselling? Channel Structures in Electronic Retailing
In Management Science
(2016)
Coauthor(s): Kinshuk Jerath, Vibhanshu Abhishek, Z. John Zhang
Customer-Base Analysis Using Repeated Cross-Sectional Summary (RCSS) Data
In European Journal of Operational Research
(2016)
Coauthor(s): Kinshuk Jerath, Peter Fader, Bruce G. S. Hardie
Impact Inventory on Quota-Bonus Contracts with Rent Sharing
In Operations Research
(2016)
Coauthor(s): Tinglong Dai, Kinshuk Jerath
Keyword Management Costs and "Broad Match" in Sponsored Search Advertising
In Marketing Science
(2016)
Coauthor(s): Wilfred Amaldoss, Kinshuk Jerath, Amin Sayedi
An Information Stock Model of Customer Behavior in Multichannel Customer Support Services
In Manufacturing & Service Operations Management
(2015)
Coauthor(s): Kinshuk Jerath, Anuj Kumar, Serguei Netessine
Consumer Click Behavior at a Search Engine: The Role of Keyword Popularity
In Journal of Marketing Research
(2014)
Coauthor(s): Kinshuk Jerath, Liye Ma, Young-Hoon Park
The Interrelationships between Brand and Channel Choice
In Marketing Letters
(2014)
Coauthor(s): Scott Neslin, Kinshuk Jerath
Salesforce Compensation with Inventory Considerations
In Management Science
(2013)
Coauthor(s): Tinglong Dai, Kinshuk Jerath
The Emergence of Opinion Leaders in a Networked Online Community: A Dyadic Model with Time Dynamics and a Heuristic for Fast Estimation
In Management Science
(2013)
Coauthor(s): Yingda Lu, Kinshuk Jerath, Param Singh
Competitive Poaching in Sponsored Search Advertising and Its Strategic Impact on Traditional Advertising
In Marketing Science
(2013)
Coauthor(s): Amin Sayedi, Kinshuk Jerath, Kannan Srinivasan
A "Position Paradox" in Sponsored Search Auctions
In Marketing Science
(2011)
Coauthor(s): Kinshuk Jerath, Liye Ma, Young-Hoon Park, Kannan Srinivasan
Cross-Market Discounts
In Marketing Science
(2011)
Coauthor(s): Marcel Goic, Kinshuk Jerath, Kannan Srinivasan
Firm Strategies in the "Mid Tail" of Platform-Based Retailing
In Marketing Science
(2011)
Coauthor(s): Baojun Jiang, Kinshuk Jerath, Kannan Srinivasan
New Perspectives on Customer "Death" Using a Generalization of the Pareto/NBD Model
In Marketing Science
(2011)
Coauthor(s): Kinshuk Jerath, Peter Fader, Bruce G. S. Hardie
Store Within a Store
In Journal of Marketing Research
(2010)
Coauthor(s): Kinshuk Jerath, Z. John Zhang
Revenue Management with Strategic Customers: Last-Minute Selling and Opaque Selling
In Management Science
(2010)
Coauthor(s): Kinshuk Jerath, Serguei Netessine, Senthil Veeraraghavan
Estimating CLV Using Aggregated Data: The Tuscan Lifestyles Case Revisited
In Journal of Interactive Marketing
(2007)
Coauthor(s): Peter Fader, Bruce G. S. Hardie, Kinshuk Jerath
Chapters
Selling to Strategic Customers: Opaque Selling Strategies
In Consumer-Driven Demand and Operations Management Models
(2009)
Coauthor(s): Kinshuk Jerath, Serguei Netessine, Senthil Veeraraghavan
Web-only articles
How the Marketing Technology Landscape Will Transform in the New Year
In Adweek.com
(2019)
Coauthor(s): Kinshuk Jerath, Michael Brown
Working papers
Bidding Costs and "Broad Match" in Sponsored Search Advertising
(2014)
Coauthor(s): Wilfred Amaldoss, Kinshuk Jerath, Amin Sayedi
Can We All Get Along? Incentive Contracts to Bridge the Marketing and Operations Divide
(2014)
Coauthor(s): Kinshuk Jerath, Serguei Netessine, Z. Zhang
Customer-Base Analysis on a "Data Diet": Model Inference Using Repeated Cross-Sectional Summary (RCSS) Data
(2014)
Coauthor(s): Kinshuk Jerath, Peter Fader, Bruce G. S. Hardie
Exclusive Display in Sponsored Search Advertising
(2014)
Coauthor(s): Kinshuk Jerath, Amin Sayedi
Impact of Inventory on Quota-Bonus Contracts With Rent Sharing
(2014)
Coauthor(s): Tinglong Dai, Kinshuk Jerath
Marketing Attribution in a Multichannel Customer Relationship Setting
(2014)
Coauthor(s): Marcel Goic, Kinshuk Jerath, Kirthi Kalyanam
Store Loyalty and Competitive Store- Brand Strategy
(2014)
Coauthor(s): Tansev Geylani, Kinshuk Jerath, Z. Zhang
The Coexistence of Organized and Unorganized Retailing in Emerging Economies
(2014)
Coauthor(s): Kinshuk Jerath, S Sajeesh, Z. Zhang
To Platform-Sell or Resell: Channel Structures in Electronic Retailing
(2014)
Coauthor(s): Vibhanshu Abhishek, Kinshuk Jerath, Z. Zhang