Lakshman Krishnamurthi
A. Montgomery Ward Professor of Marketing
Personnel Committee
Lakshman Krishnamurthi is the A. Montgomery Ward Distinguished Professor of Marketing. He has been a faculty at Kellogg from 1980 -88, and from 1990 to the present. He has degrees in engineering from IIT, Madras, his MBA from LSU, and an MS in statistics as well as a Ph.D. in marketing from Stanford University. He served as the chairman of the marketing department from 1993-2004.
At Kellogg, Professor Krishnamurthi teaches Marketing Strategy & Pricing in a variety of programs. He was voted "teacher of the year" for core courses in the Kellogg Executive MBA Program (EMP 63), 2006, voted "teacher of the year" by the second graduating class of the joint Kellogg-HKUST Executive Master's program in 2000, and was a finalist for the award in 2002. He received the Sidney Levy award for teaching excellence in the MBA program at Kellogg in 1999, 2001, 2003, 2007 and 2011, and has been awarded several other teaching commendations.
Professor Krishnamurthi has also won many awards for his research publications including the Paul Green award and the Donald Lehmann award for best paper in the Journal of Marketing Research; the John D.C. Little award for best paper in Marketing Science; and was a finalist for the William O'Dell Award from the American Marketing Association. He has served on the editorial board of Marketing Science and the Journal of Marketing Research. In addition to his teaching and research activity, Professor Krishnamurthi has consulted for Pearson, Medtronic, Motion Computing, Intersil, Harcourt Publishing, Accelrys, ZS Associates, Chicago Tribune, and several others. He has also conducted executive education seminars for Siemens Health Care Diagnostics, DuPont, Microsoft, Abbott, ExxonMobil, Johnson & Johnson (Ethicon, Ethicon Endo, Ortho Clinical Diagnostics, ASP), ThyssenKrupp Elevators, British Petroleum, Ford Motors, Merck KgaA, Novartis, Wolters Kluwer, Honeywell, Seminarium (Latin America), Peninsula Hotels, Chicago Tribune, Motorola, International Paper and others.
Professor Krishnamurthi is the co-author of a book on pricing titled Principles of Pricing: An Analytical Approach with Professor Rakesh Vohra, published by Cambridge University Press.
- Impact of price and advertising on conumer purchase decisions
- new product strategy
- competitive strategy
- application of conjoint analysis
- Marketing strategy
- marketing research
- multivariate statistics
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PhD, 1981, Marketing, Stanford University
MS, 1980, Statistics, Stanford University
MBA, 1977, Louisiana State University
BS, 1975, Electronics Engineering, Indian Institute of Technology, Chennai -
A. Montogmery Ward Professor of Marketing, Kellogg School of Management, Northwestern University, 1992-present
Chairman of Marketing Department, Kellogg School of Management, Northwestern University, 1993-2004
Associate Professor of Marketing, Kellogg School of Management, Northwestern University, 1990-1992
Associate Professor of Marketing, University of Illinois Chicago, 1989-1990
Visiting Associate Professor of Marketing, University of Illinois Chicago, 1988-1989
Associate Professor of Marketing, Kellogg School of Management, Northwestern University, 1987-1988
Assistant Professor of Marketing, Kellogg School of Management, Northwestern University, 1980-1987 -
The Donald R. Lehmann award for best dissertation based paper in the Journal of Marketing Research
The Paul Green Award for best paper in the Journal of Marketing Research
The John D.C. Little award for best paper in Marketing Science
Sidney J. Levy Award for Excellence in Teaching
Sidney J. Levy Award for Excellence in Teaching
Sidney J. Levy Award for Excellence in Teaching
Sidney J. Levy Award for Excellence in Teaching
Sidney J. Levy Award for Excellence in Teaching
Honorary Visiting Professor, Faculty of Economics, University of Ljubljana
Sidney J. Levy Teaching Award, Kellogg School of Management, 2010-2011, 2006-2007, 2003-2004, 2000-2001, 1998-1999
Sidney J. Levy Teaching Award, Kellogg Graduate School of Management, 2007
EMP 63 Outstanding Professor Award, Kellogg Graduate School of Management, 2006
Sidney J. Levy Teaching Award, Kellogg Graduate School of Management, 2003
Sidney J. Levy Teaching Award, Kellogg Graduate School of Management, 2001
Selected as the Professor of the Year by executive MBA students of the Kellogg-HKUST (KH02) Program, Kellogg Graduate School of Management, 2000
Donald R. Lehmann Award, American Marketing Association, 2000
Sidney J. Levy Teaching Award, Kellogg Graduate School of Management, 1999
Paul E. Green Award, American Marketing Association, 1999
Elected Chairperson for Marketing Department, Kellogg Graduate School of Management, 1993-2004
Appointed A. Montgomery Ward Distinguished Professor of Marketing, Kellogg Graduate School of Management, 1992
John D.C. Little Award, Society for Marketing Science, 1990 -
Editorial Board, Marketing Science, 1999-2012
Editorial Board, Journal of Marketing Research, 2003-2012
Marketing Strategy for Growth and Defense (MKTG-466-0)
This course presents a dynamic view of competitive brand strategy, with an emphasis on both growth and defense. The course focuses on understanding, developing and evaluating brand strategies over the life of a product market. Topics include developing a strong marketing plan, creating customer advantage, launching new products, finding profitable growth opportunities and responding to competitive moves. The course focuses on overall company strategy, with a heavy emphasis on the financial challenges and tradeoffs, and spends less time on executional, tactical details. The course includes lectures, case studies and a simulation, Markstrat. Final deliverables are an exam and often a final product.
