Prof. P.V. (Sundar) Balakrishnan

Prof. P.V. (Sundar) Balakrishnan obtained his Ph.D. in Marketing from The Wharton School of the University of Pennsylvania.  He also has an undergraduate degree in Engineering from I.I.T., a Masters’ in Industrial Engineering from the University of Texas at Arlington, and another Masters’ degree in Marketing from The Wharton School. 

He is a full Professor and a founding faculty of the Business Program of the University of Washington, Bothell, where he has served in numerous important administrative roles.  He was the Acting Director of the Business Program, where he was responsible for managing and running the business school -- involving both Strategic and day-to-day operational activities. He successfully spearheaded the AACSB accreditation process.  He was previously on the Marketing faculty in the College of Business at The Ohio State University.  He was most recently a visiting faculty member at the Indian School of Business (ISB) and before that at the Graduate School of Business of The University of Chicago.

Prof. Balakrishnan has done the pioneering work in employing Artificial Intelligence methodologies such as, Neural Networks and Genetic Algorithms for addressing Marketing problems of Segmentation and Product Designs. He is the developer of NEGOTIAT, a negotiation training simulator, and the co-developer of his own Decision Support System GENESYS and PRODLINE software for product line designs. The substantive areas of Prof. Balakrishnan’s research have been directed toward studying New Product Management & Strategy, particularly product line designs; Buyer-Seller Negotiations in the area of Industrial Marketing, Relationship Marketing, and Retail Locational Decisions. His current work developing a evolutionary algorithm DSS is a significant advance in value based segmentation for greater targetability.  His recent interdisciplinary research with finance faculty looks at the power law (“the Long Tail”) and the evolution of capital markets.

His research papers have appeared in Management Science, Journal of Consumer Research, Psychometrika, Decision Support Systems, Economics Letters, Organizational Behavior and Human Decision Processes, International Journal of Conflict Management, Journal of Direct Marketing, Industrial Marketing Management, Journal of Health Care Marketing, IEEE Transactions on Systems, Man and Cybernetics and the European Journal of Operational Research among others.  He has presented his research at numerous conferences nationally and internationally.  He also serves as a reviewer for many of the leading journals such as the Management Science, the Journal of Marketing and the Journal of Marketing Research.  He was ranked as one of the best reviewers (in the top five) in 2005, 2006 and 2007 by Marketing Science.  He is a member of the editorial board of Journal of Product and Brand Management and Psychology and Marketing. He is a member of INFORMS, and the American Marketing Association. 

He is listed among the Top 300 most prolific management scholars in a 1997 INFORMS survey based on publications over a ten year period.  He has been listed in MARQUIS' Who's Who in the MidWest, 23rd, 24th editions; Who's Who in the West, 26th edition; and recently in Who's Who in American Education, 7th edition, Who's Who in Finance and Business 35th edition; and in the Who's Who in America, 58th, 59th, 61st editions and in the forthcoming 2008 edition.

Prof. Balakrishnan has taught a number of different courses including New Product Marketing, Advanced Marketing Strategy, Marketing Engineering, Marketing Research, Business Marketing, Project & Operations Management, and Marketing Management.  He has developed new and innovative courses including Artificial Intelligence and Marketing Decision Support Systems, Customer Satisfaction, as well as the capstone Marketing Management Laboratory.

He has taught courses and students at all levels ranging from Undergraduates to Graduates.  He has also conducted company seminars, research presentations, after dinner speeches and taught in Executive programs in the United States, Europe, India, Israel, and Japan.  He has received outstanding teaching evaluations from students at all levels.  His recognitions for teaching excellence include being recognized as the Business Instructor of the Year (1995) by the UWB Undergraduate Business students; a multiple time nominee or finalist for the University's Distinguished Teaching Award (1997, 1998, 2005, 2006, and 2007).  He was voted the Best Professor and graduation dinner speaker by the MBA students’ class of 2004 and 2007.

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