Tarun Kushwaha

15 catalog papers. Identity-linked publications and additional name matches are distinguished below.

ORCID: 0000-0002-2809-2467

Department of Marketing, Wisconsin School of Business, University of Wisconsin-Madison, Madison, Wisconsin 53706

Publications

• Profit Implications of Judgmental Adjustments to Forecast Inputs: Evidence from a Large-Scale Field Experiment — Management Science 2026
• Can Words Speak Louder Than Actions? Using Top Management Teams’ Language to Predict Myopic Marketing Spending — Journal of Marketing 2024
• Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in Consumer Packaged Goods Industries? — Journal of Marketing 2023
• Marketing Agility: The Concept, Antecedents, and a Research Agenda — Journal of Marketing 2021
• Field Experiment on the Profit Implications of Merchants’ Discretionary Power to Override Data-Driven Decision-Making Tools — Management Science 2020
• Psychic distance and performance of MNCs during marketing crises — Journal of International Business Studies 2019 (name-matched, not ORCID-linked)
• In Brands We Trust? A Multicategory, Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-Mix Activities — Journal of Consumer Research 2019
• The Differential Impact of New Product Development “Make/Buy” Choices on Immediate and Future Product Quality: Insights from the Automobile Industry — Journal of Marketing 2017
• Do High and Low Inventory Turnover Retailers Respond Differently to Demand Shocks? — Manufacturing & Service Operations Management 2016
• Marketing Communication Strategies and Consumer Financial Decision Making: The Role of National Culture — Journal of Marketing 2015
• Differences in Retail Inventory Investment Behavior During Macroeconomic Shocks: Role of Service Level — Production and Operations Management 2014
• The Impact of Product Recalls on Future Product Reliability and Future Accidents: Evidence from the Automobile Industry — Journal of Marketing 2013
• Are Multichannel Customers Really more Valuable? The Moderating Role of Product Category Characteristics — Journal of Marketing 2013
• The Effect of CRM Outsourcing on Shareholder Value: A Contingency Perspective — Management Science 2013
• New Product Preannouncements and Shareholder Value: Don't Make Promises you Can't Keep — Journal of Marketing Research 2007