TRICHY, Krishnan Associate Professor Department:  Marketing Office:  BIZ 1, 8-19 Contact:  (65) 6516 3008 Email:

Dr. Trichy V. Krishnan is an Associate Professor at the National University of Singapore (NUS) Business School. Prior to joining NUS Business School in 2003, he was a member of faculty at Tilburg University in the Netherlands and at Rice University, Houston. 

His research and teaching interests lie in new product/technology adoptio ...[More+]

/ Teaching
& Awards
Membership &
    • New Products
    • Marketing And Distribution Channels
    • B2b Contracts
    • Oil & Gas Industry
    • Rural Marketing
    • Journal Articles
      • Feng S, Trichy, Krishnan and S A Thomas (2015), "To retain or upgrade: The effects of direct mails on regular donation behaviour", International Journal of Research in Marketing , 32(1), 48-63
      • Trichy, Krishnan , P B Seetharaman and D Vakratsas (2012), "The multiple roles of Interpersonal Communication in new product growth", International Journal of Research in Marketing , 29, no. 3, 292-305
      • Trichy, Krishnan , T Beebe and Feng Shanfei (2011), "Long-term demand forecasting for oil-rigs", International Journal of Forecasting, Vol 27, no. 4, 1160-1177
      • Trichy, Krishnan , S Singh and D C Jain (2008), "Customer Loyalty Programs: Are they Profitable?", Management Science, Vol. 54, no. 6, 1205-1211
      • Trichy, Krishnan , H.C.A. Roest and Frambach, Ruud (2007), "The Impact of Consumer Internet Experience on Channel Preference and Usage Intentions Across the Different Stages of the Buying Process", Journal of Interactive Marketing, Vol 21, no. 2, 26-41
      • Trichy, Krishnan and Dipak Jain (2006), "Optimal Dynamic Advertising Policy for New Products", Management Science, Vol. 52, no. 12, 1957-1969
      • Trichy, Krishnan , Raj Venkatesan and V. Kumar (2004), "Evolutionary Estimation of Macro-Level Diffusion Models using Genetic Algorithms: An Alternative to Non-Linear Least Squares", Marketing Science, Vol. 23, No. 3, 451-464
      • Trichy, Krishnan , Kitty Koelemeijer and Ram C. Rao (2002), "Consistent Assortment Provision and Service Provision in a Retail Environment", Marketing Science, 21(1), 54-73
      • Trichy, Krishnan and V. Kumar (2002), "Multinational Diffusion Models: A New Framework", Marketing Science, 21(3), 318-330
      • Trichy, Krishnan , Frank M. Bass and V. Kumar (2000), "Impact of a Late Entrant on the Diffusion of new Product / Service", Journal of Marketing Research, 37(2), 269-278
      • Trichy, Krishnan , Frank M. Bass and Dipak Jain (1999), "Optimal Pricing Strategy for New Products", Management Science, 45(12), 1650-1663
      • Trichy, Krishnan and Harsh P. Soni (1997), "Guaranteed Profit Margins: A Demonstration of Retailer Power", International Journal of Research in Marketing , 14, 35 - 56
    • Books/Monographs
      • Trichy, Krishnan , Frank M. Bass and Dipak Jain (2000), "Marketing Mix Diffusion Models", Diffusion Modeling in Marketing, edited by Wind, J. and Vijay Mahajan
    • Best Teacher Award for MBA - 2009
    • Department Outstanding Educator Award (NUS) - 2007
    • MBA teaching award - 2006
    • Department Outstanding Researcher Award (NUS) - 2005
    • The case 'Tilting Windmills: Sanex Tries to Conquer Europe,' received the efmd (European Foundation for Management Development) Best Case Award. - 1996
    • The case 'Piecing the Puzzle Together: Philips CEE 1993,' received the efmd (European Foundation for Management Development) Best Case Award. - 1995
    • The paper, 'Why the Bass Model Fits without Decision Variables,' was a finalist for John D.C. Little Best Paper Award. - 1994
    • Bud Phillips Award from MARC for the best outgoing doctoral student from The University of Texas at Dallas - 1994
    • Doctoral Consortium Fellow, (Organized by American Marketing Association) from the University of Texas at Dallas - 1992
    • PhD, Management Science (Marketing), University of Texas, Dallas, 1994
    • MA, International Management Studies, University of Texas, Dallas, 1992
    • BE, Mechanical Engineering, Madras University, 1982
    • Associate Professor of Marketing (with tenure), National University of Singapore (NUS), 2003 - current
    • Head of Department, National University of Singapore (NUS), 2005 - 2007
    • Asst Dean, Research and PhD Programme, National University of Singapore (NUS), 2004
    • Associate Professor of Marketing (with tenure), Rice University, Houston, 2002
    • Assistant Professor of Marketing, Rice University, Houston, 1997 - 2002
    • Center Research Fellow, Tilburg University, The Netherlands, 1996 - 1997
    • Assistant Professor of Marketing, Nijenrode University, The Netherlands, 1994 - 1996
    • Statistics Tutor, The University of Texas at Dallas, 1990 - 1993
    • Teaching Assistant of Marketing, The University of Texas at Dallas, 1989 - 1993
    • Field Service Engineer, Ashok Leyland Ltd, India, 1982 - 1988
    • Channels and Pricing Strategies (MBA)
    • Editorial Review Board, International Journal of Research in Marketing, 2007 - present
    • Editorial Review Board, ROMS (Review of Marketing Science), 2000 - present
    • Occasional reviewer, Journal of Marketing Research, Journal of Marketing, Management Science, Journal of Business, International Journal of Research in Marketing, International Journal of Forecasting
    • Member, AMA
    • Member, INFORMS
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