Research

Interests

Substantive: Customer Relationship Management (CRM), Salesforce Management, Healthcare

Methods: Econometrics, Causal Inference

Published

Peer Reviewed

  1. Jo, Wooyong, Sunder, Sarang, Choi, Jeonghye, and Trivedi, Minakshi (2025). “In the Company of Strangers: Social Influence from Anonymous Peers in Online Game Settings.” Journal of Consumer Research forthcoming.
  2. Sunder, Sarang, and Thirumalai, Sriram (2024). “Hospital Portfolio Strategy and Patient Choice.” Journal of Marketing 88(1). Ungated link.
  3. Ghosh Dastidar, Ayan, Sunder, Sarang, and Shah, Denish (2023). “Societal Spillovers of TV Advertising – Social Distancing During a Public Health Crisis.” Journal of Marketing 87(3).
  4. Shankar, Venkatesh, Grewal, Dhruv, Sunder, Sarang, Fossen, Beth, Agarwal, Amit, and Peters, Kay (2022). “Digital Marketing Communication in Global Marketplaces: A Review of Extant Research, Future Directions, and Potential Approaches.” International Journal of Research in Marketing 39(2).
  5. Jo, Wooyong, Sunder, Sarang, Choi, Jeonghye, and Trivedi, Minakshi (2020). “Protecting Consumers from Themselves: Assessing Consequences of Usage Restriction Laws on Online Game Usage and Spending.” Marketing Science 39(1): 117–133.
  6. Sunder, Sarang, Kim, Kihyun Hannah, and Yorkston, Eric A. (2019). “What Drives Herding Behavior in Online Ratings? The Role of Rater Experience, Product Portfolio, and Diverging Opinions.” Journal of Marketing 83(6): 93–112.
  7. Sunder, Sarang, Kumar, V., Goreczny, Ashley, and Maurer, Todd (2017). “Why do salespeople quit? An empirical examination of own and peer effects on salesperson turnover behavior.” Journal of Marketing Research 54(3): 381–397.
  8. Sunder, Sarang, Kumar, V., and Zhao, Yi (2016). “Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods Industry.” Journal of Marketing Research 53(6): 901–921.
  9. Kumar, V., Sunder, Sarang, and Sharma, Amalesh (2015). “Leveraging Distribution to Maximize Firm Performance in Emerging Markets.” Journal of Retailing 91(4): 627–643.
  10. Kumar, V., Sunder, Sarang, and Leone, Robert P. (2014). “Measuring and Managing a Salesperson’s Future Value to the Firm.” Journal of Marketing Research 51(5): 591–608.
  11. Kumar, V., Sunder, Sarang, and Ramaseshan, B. (2011). “Analyzing the Diffusion of Global Customer Relationship Management: A Cross-Regional Modeling Framework.” Journal of International Marketing 19(1): 23–39.

Other

  1. Sunder, Sarang, and Ghosh Dastidar, Ayan (2026). “The Macroenvironment and Marketing.” In, Oxford Bibliographies in Marketing. Oxford University Press.
  2. Kumar, V., and Sunder, Sarang (2016). “Customer Lifetime Value and Its Relevance to the Consumer Packaged Goods Industry.” In David J. Stewart and Craig T. Gugel (eds.), Accountable Marketing: Linking Marketing Actions to Firm Performance. New York, NY: Routledge.
  3. Kumar, V., Sunder, Sarang, and Leone, Robert P. (2015). “Who’s Your Most Valuable Salesperson?” Harvard Business Review 96(4): 62–68.

Working Papers

  1. Saha, Subhankar, Thirumalai, Sriram, and Sunder, Sarang (2025). “How Process Frictions Shape Healthcare Delivery: Evidence from Medicare Reforms.” under review at JOM. SSRN
  2. Cao, Zixia, Sunder, Sarang, Trivedi, Minakshi, and Xu, Kehan (2025). “Late Payment Reminders in Payday Loans.” revising for JM.
  3. Leszkiewicz, Agata, Sunder, Sarang, Dev, Chekitan S., and Kumar, V. (2026). “Customer Acquisition Through Intermediaries Shapes Lifetime Value: Evidence from the Hotel Industry.” conditionally accepted at POMS.
  4. Xia, Qianyin, Zhao, Yi, and Sunder, Sarang (2025). “Using hypergraphs to model team selling.” reject and resubmit at MKSC.
  5. Heldt, Rodrigo, Luce, Fernando, Sunder, Sarang, and Bucco, Guilherme (2025). “Beyond Customer Management: Using Customer Metrics for Brand/Category Management.” working paper.
  6. Zhao, Yi, and Sunder, Sarang (2021). “A Bayesian Solution for Incomplete Data.” working paper.

Works in Progress

  1. Saha, Subhankar, Thirumalai, Sriram, and Sunder, Sarang (2026). “Multisiting Physicians and Hospital Efficiency.” work in progress.
  2. Sunder, Sarang, Kumar, V., and Leone, Robert P. (2019). “Supporting the Salesforce.” work in progress.
  3. Heldt, Rodrigo, Silveira, Cleo Schmitt, Luce, Fernando, and Sunder, Sarang (2021). “A Portfolio Approach to Customer Management.” work in progress.