Faculty Profile

Kapil TULI

Full-time Faculty

Lee Kong Chian Professor of Marketing; Deputy Dean (Research)

Lee Kong Chian School of Business LKCSB

Education

2006	Ph.D. in Marketing Goizueta Business School Emory University
2002	M.S. in E-Commerce and Marketing Lowry Mays School of Management Texas A&M University
2000	PGDBA in Marketing and International Business Narsee Monjee Institute of Management Studies (NMIMS)
1997	B.Sc in Chemistry Mumbai University

Current Position(s) Held

2024-Now	Deputy Dean (Research) Lee Kong Chian School of Business, Singapore Management University
2020-Now	Lee Kong Chian Professor of Marketing Lee Kong Chian School of Business, Singapore Management University
2017-2020	Professor of Marketing Lee Kong Chian School of Business, Singapore Management University
2017-2023	Director Retail Centre of Excellence Lee Kong Chian School of Business, Singapore Management University
2012 - 2017	Associate Professor of Marketing Lee Kong Chian School of Business, Singapore Management University
2006 - 2012	Assistant Professor of Marketing Lee Kong Chian School of Business, Singapore Management University

Awards, Recognition and Honors

2018: Outstanding Reviewer Award for the Journal of Marketing

2018: ISBM-David T. Wilson-Sheth Foundation Award for Long Term Impact in B2B Marketing for “Rethinking Customer Solutions: From Product Bundles to Relational Processes.” (with Ajay Kohli and Sundar Bharadwaj), published in the Journal of Marketing, 2007, 70 (3).

2017: Journal of Marketing Sheth Foundation Long Term Impact Award for “Rethinking Customer Solutions: From Product Bundles to Relational Processes.” (with Ajay Kohli and Sundar Bharadwaj), published in the Journal of Marketing, 2007, 70 (3).

2016: Outstanding Reviewer Award for the Journal of Marketing

2016: Varadarajan Award for Early Career Contributions to Marketing Strategy Research: First Marketing Faculty from an Asian Business School to receive this award.

2015: “Jungle Beer: An Entrepreneur's Journey” Awarded the Best Case Study Award in Entrepreneurship by the EFMD

2014: ‘Lee Kuan Yew Fellowship for Research Excellence’ Title and research grant of $17,000 awarded to faculty in recognition of their research efforts at Singapore Management University.

2011: ‘Sing Lun Fellow’ Title and research grant of $15,000 awarded to faculty in recognition of their research efforts at Singapore Management University.

2013: ‘LKCSB Teaching Excellence Award’ (also awarded in 2010, 2011).

2012: “Dean’s Teaching List” (also awarded in 2009, 2010).

2010: ‘LKCSB Research Excellence Award’

2007: Finalist for the Harold Maynard Award for outstanding contribution to Marketing Theory for “Rethinking Customer Solutions: From Product Bundles to Relational Processes,” (with Ajay K. Kohli, and Sundar G. Bharadwaj), published in Journal of Marketing, 2007, 70 (3).

2007: ‘Lee Foundation Fellow’ Title awarded to faculty with most promising researchpotential at the Singapore Management University.

2005: ISBM Business Marketing Doctoral Support Award for the dissertation titled, "Relationship Multiplexity: Effects on Sales Growth and Volatility from a Customer" (Advisors: Ajay Kohli, and Sundar Bharadwaj)

2005: AMA-Sheth Foundation Doctoral Consortium Fellow

2005: INFORMS Society of Marketing Science Doctoral Consortium Fellow

2003: Best Paper Award: “Customer Firm Relationships: Identifying the Empirical Generalizations” (with Sundar Bharadwaj) in the Marketing Relationships and Inter- Organizational Issues Track at AMA Summer Educator’s Conference, Chicago, IL

Research Interests

Marketing Strategy

Customer Relationships

Customer Solutions

Financial Impact of Marketing Strategy

Selected Journal Articles (Refereed)

Junqiu Jiang, Kapil R. Tuli, and Nirmalya Kumar (2026), “Securing a Calibrated Marketing Budget,” Journal of Marketing, Forthcoming
Gaia Rubera, Kapil R. Tuli, and Stefan Wuyts (2024), “Introduction: Special Section on Contemporary Marketing Strategy Research,” International Journal of Research in Marketing, 41 (2), 171-173.
Sungkyun Moon, Kapil R. Tuli, and Anirban Mukherjee (2023), “Does Disclosure of Advertising Spending Help Investors and Analysts?” Journal of Marketing, 87 (3), 359-382.
Katrijn Gielens, Marnik Dekimpe, Anirban Mukherjee, and Kapil R. Tuli (2023), “The Future of Private Label Markets: A Global Convergence Approach,” International Journal of Research in Marketing, 40 (1), 248-267.
Mehdi Nezami, Kapil R. Tuli, and Shantanu Dutta (2022), “Shareholder wealth implications of software firms’ transition to cloud computing: a marketing perspective,” Journal of Academy of Marketing Science, 50(3), 538-562.
Kartik Kalaignanam, Kapil R. Tuli, Tarun Kushwaha, Leonard Lee, and David Gal (2021), “Marketing Agility: The Concept, Antecedents, and a Research Agenda,” Journal of Marketing, 85 (1), 35-58.
Lim, Leon Gim, Kapil R. Tuli, and Rajdeep Grewal (2020), “Customer Satisfaction and its Impact on the Future Costs of Selling,” Journal of Marketing, 84 (4), 23-44. - Featured in Harvard Business Review, November-December 2020, p. 25
Valarie A. Zeithaml, Bernard J. Jaworski, Ajay K. Kohli, Kapil R. Tuli, Wolfgang Ulaga, and Gerald Zaltman (2020), “A Theories-in-Use Approach to Building Marketing Theory,” Journal of Marketing, 84 (1), 32-51.
Lim, Leon Gim, Kapil R. Tuli, and Marnik Dekimpe (2018), “Investors’ Evaluation of Price-Increase Preannouncements,” International Journal of Research in Marketing, 35 (3), 359-377, Lead Article.
Emanuel, Bayer, Kapil R. Tuli, and Bernd Skiera (2017), “Do Disclosures of Customer Metrics Lower Investors’ and Analysts’ Uncertainty, But Hurt Firm Performance?” Journal of Marketing Research, 54 (2), 239-259. (First two authors, Equal Contribution)
Adina Robinson Barbulescu, Kapil R. Tuli, and Ajay K. Kohli (2015), “When Does Brand Licensing Lead to Positive Financial Outcomes?” Management Science, 61 (6), 1436-55
Kartik Kalaignanam, Tarun Kushwaha, Jan B. Steenkamp, and Kapil R. Tuli (2013) “The Effect of CRM Outsourcing on Shareholder Value: A Contingency Perspective?” Management Science, 59 (3), 748-769. (Equal Contribution)
Kapil R. Tuli, Anirban Mukherjee, and Marnik Dekimpe (2012), “On Value Relevance of Retailer Advertising Spending and Same-store Sales Growth,” Journal of Retailing, 88 (4), 447-461, Lead Article, (Equal Contribution)
Sundar G. Bharadwaj, Kapil R. Tuli, and Andre Bonfrer (2011), “The Impact of Brand Quality on Shareholder Wealth,” Journal of Marketing, 75 (5), 88-104, (Equal Contribution)
Kapil R. Tuli, Sundar G. Bharadwaj, and Ajay K. Kohli (2010), “Ties that Bind: The Impact of Multiple Types of Ties with a Customer on Sales Growth and Sales Volatility,” Journal of Marketing Research, 47 (1), 36-50.
Kapil R. Tuli and Sundar G. Bharadwaj (2009), “Customer Satisfaction and Stock Returns Risk,” Journal of Marketing, 73 (6), 184-197.
Kapil R. Tuli, Ajay K. Kohli, and Sundar G. Bharadwaj (2007), “Rethinking Customer Solutions: From Product Bundles to Relational Processes.” Journal of Marketing, 70 (3), 1-17. Lead Article