Research

Interests

Substantive: Customer Relationship Management (CRM), Salesforce Management, Healthcare

Methods: Econometrics, Causal Inference

Published

Peer Reviewed

  1. Jo, Wooyong, Sarang Sunder, Jeonghye Choi, and Minakshi Trivedi (2025), “In the Company of Strangers: Social Influence from Anonymous Peers in Online Game Settings,” Journal of Consumer Research, forthcoming.
  2. Sunder, S., & Thirumalai, S. (2024). Hospital Portfolio Strategy and Patient Choice. Journal of Marketing, 88(1), 53-76. https://doi.org/10.1177/00222429231204247. Ungated link.
  3. Ghosh Dastidar, Ayan, Sarang Sunder, and Denish Shah (2023). Societal Spillovers of TV Advertising Social Distancing During a Public Health Crisis. Journal of Marketing, 87(3), 337-358 https://doi.org/10.1177/00222429221130011
  4. Shankar, Venkatesh, Dhruv Grewal, Sarang Sunder, Beth Fossen, Amit Agarwal, and Kay Peters (2022). “Digital Marketing Communication in Global Marketplaces: A Review of Extant Research, Future Directions, and Potential Approaches”. International Journal of Research in Marketing 39 (2)
  5. Jo, Wooyong, Sarang Sunder, Jeonghye Choi, and Minakshi Trivedi (2020), “Protecting Consumers from Themselves: Assessing Consequences of Usage Restriction Laws on Online Game Usage and Spending,” Marketing Science, 39 (1), 117–33. https://doi.org/10.1287/mksc.2019.1174
  6. Sunder, Sarang, Kihyun Hannah Kim, and Eric A. Yorkston (2019). “What Drives Herding Behavior in Online Ratings? The Role of Rater Experience, Product Portfolio, and Diverging Opinions.” Journal of Marketing 83, no. 6, 93–112. https://doi.org/10.1177/0022242919875688.
  7. Sunder, Sarang, V. Kumar, Ashley Goreczny, and Todd Maurer (2017), “Why Do Salespeople Quit? An Empirical Examination of Own and Peer Effects on Salesperson Turnover Behavior.” Journal of Marketing Research, Vol. 54, No. 3, pp. 381-39 (URL - https://doi.org/10.1509%2Fjmr.15.0485)
  8. Sunder, Sarang, V. Kumar, and Yi Zhao (2016), “Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods Industry,” Journal of Marketing Research, 53 (6), 901-21. (URL - https://doi.org/10.1509%2Fjmr.14.0641)
  9. Kumar, V., Sarang Sunder, and Amalesh Sharma (2015), “Leveraging Distribution to Maximize Firm Performance in Emerging Markets,” Journal of Retailing, 91 (4), 627-43. (URL - https://doi.org/10.1016/j.jretai.2014.08.005)
  10. Kumar, V., Sarang Sunder, and Robert P. Leone (2014), “Measuring and Managing a Salesperson’s Future Value to the Firm,” Journal of Marketing Research, 51 (5), 591-608. (URL - http://dx.doi.org/10.1509/jmr.13.0198)
  11. Kumar, V., Sarang Sunder, and B. Ramaseshan (2011), “Analyzing the Diffusion of Global Customer Relationship Management: A Cross-Regional Modeling Framework,” Journal of International Marketing, 19 (1), 23-39. (URL - https://doi.org/10.1509/jimk.19.1.23)

Other

  1. Kumar, V. and Sarang Sunder (2016), “Customer Lifetime Value and Its Relevance to the Consumer Packaged Goods Industry,” in Accountable Marketing: Linking Marketing Actions to Firm Performance, David J. Stewart and Craig T. Gugel, eds. New York, NY: Routledge.
  2. Kumar, V, Sarang Sunder, and Robert P Leone (2015), “Who’s Your Most Valuable Salesperson?,” Harvard Business Review, 96 (4), 62-68. (URL - https://hbr.org/2015/04/whos-your-most-valuable-salesperson )

Working Papers

  1. Saha, Subhankar, Sarang Sunder, and Sriram Thirumalai (2025). “Patients, Payors, and Procedures: Implications of Process Friction in Healthcare Delivery”. working paper (under review)
  2. Cao, Zixia, Sarang Sunder, Minakshi Trivedi, and Kehan Xu (2025). “Nudging the Financially Distressed: Late Payment Reminders in Payday Lending”. working paper (under review)
  3. Leszkiewicz, Agata, Sarang Sunder, Chekitan S. Dev, and V. Kumar (2025). “Friends or Enemies? Comparing Third-party and Firm-owned Channels for Customer Acquisition”. working paper (under review)
  4. Xia, Qianyin, Yi Zhao, and Sarang Sunder (2025). “Using Hypergraphs to Model Team Selling”. working paper (under review)
  5. Heldt, Rodrigo, Fernando Luce, Sarang Sunder, and Guilherme Bucco (2025). “Beyond Customer Management: Using Customer Metrics for Brand/Category Management”. working paper
  6. Zhao, Yi and Sarang Sunder (2021). “A Bayesian Solution for Incomplete Data”. working paper

Works in Progress

  1. One-eyed Regulation for Binge Gaming: An Empirical Study of Usage Restriction Policy in the Video Game Industry (with Wooyong Jo, Jeonghye Choi, and Minakshi Trivedi)
  2. Supporting the Salesforce (with V. Kumar and Bob Leone)