Krishnan

TRICHY, Krishnan

Associate Professor

MARKETING

(65) 6516 3008
biztvk@nus.edu.sg
BIZ 1, 8-19

Bio

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 teachi....

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Recognition & Awards

  • 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

Educational Qualifications

  • PhD, Management Science (Marketing), University of Texas, Dallas, 1994
  • MA, International Management Studies, University of Texas, Dallas, 1992
  • BE, Mechanical Engineering, Madras University, 1982

Academic Experience

  • 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

Corporate Experience

  • Field Service Engineer, Ashok Leyland Ltd, India, 1982 - 1988

Selected Publications

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

Selected Publications

12

Journals

1

Books

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

Research / Teaching Areas

New Products

Marketing And Distribution Channels

B2b Contracts

Oil & Gas Industry

Rural Marketing

Courses

  • Channels and Pricing Strategies (MBA)

Membership & Professional Activities

  • 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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