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School of Business Faculty

P.V. (Sundar) Balakrishnan

1988: Ph.D. Department of Marketing, The Wharton School, University of Pennsylvania
1987: A.M. Department of Marketing, The Wharton School, University of Pennsylvania
1983: M.S. Industrial Engineering, The University of Texas at Arlington
1981: B.Tech Textile Engineering, The Indian Institute of Technology, New Delhi

New Product Marketing, Marketing Strategy, Buyers-Sellers Negotiations, Relationship Marketing, Customer Satisfaction, Retail Locations, Evolution of Markets; Marketing-Manufacturing Interface; Marketing Research, Artificial Intelligence: Genetic Algorithms, Neural Networks, Power Law, Diffusion of Innovations.

2004 - Professor, Business Program, University of Washington, Bothell
2008 Visiting Professor, Indian School of Business
2001 – 2002 Visiting Associate Professor, GSB, The University of Chicago
1998 – 2000 Acting Director, Business Administration Program, University of Washington, Bothell
1996 – 2004 Associate Professor, Business Administration Program, University of Washington, Bothell
1994 - 1996 Assistant Professor, Business Administration Program, University of Washington, Bothell
1989 - 1994 Assistant Professor, The Ohio State University
1987 - 1988 Instructor, Dept. of Marketing, The Ohio State University
1983 - 1987 Graduate Research Assistant, The Wharton School, University of Pennsylvania
1981 - 1982 Graduate Research Assistant, The University of Texas at Arlington


Marketing Management
Advanced Marketing Strategy
Marketing Models and Expert Systems
Business Marketing
Marketing Management Laboratory

Customer Satisfaction
Marketing Research
New Product Marketing
Marketing Engineering
Operations Management

"A New Analytical Process Model of Two-Party Negotiation in Channels of Distribution." The Wharton School, University of Pennsylvania. Doctoral Dissertation Committee: Josh Eliashberg (Chair), Richard L. Oliver, Arvind Rangaswamy, Colin Camerer, and Jerry Wind.

Impeding the Juggernaut of Innovation Diffusion: A Production-Constrained Model,” by P.V. (Sundar) Balakrishnan and S.D. Pathak. Production Operations Management pp. 1-15. Forthcoming 2014. DOI 10.1111/poms.12106

Negotiating when outnumbered: Agenda strategies for bargaining with buying teams,” by Charles Patton, and P.V. (Sundar) Balakrishnan. International Journal of Research in Marketing, 29, Issue 3 (September), pp. 280–291, 2012.

The Tempered Aspirations Solution for Bargaining Problems with a Reference Point,” by P.V. (Sundar) Balakrishnan, Juan Camilo Gomez, and Rakesh V. Vohra. Mathematical Social Sciences, 62, Issue 3 (November), pp. 144–150, 2011.

Dual Objective Segmentation to Improve Targetability: An Evolutionary Algorithm Approach,” by P. V. (Sundar) Balakrishnan, Subodha Kumar, and Peng Han. Decision Sciences, 42, Issue 4 (November), pp. 831–857, 2011.

The Impact of Expectation of Future Negotiation Interaction on Bargaining Processes and Outcomes,” by Charles Patton and P.V.(Sundar) Balakrishnan. Journal of Business Research, vol. 63 issue 8 (August), pp. 809-816, 2010.

Power Law and Evolutionary Trends in Stock Markets,” by P.V.(Sundar) Balakrishnan, James M. Miller and S. Gowri Shankar. Economics Letters, 98, pp. 194-200, 2008.

The Impact of Communication Media on Negotiation Outcomes,” by Jill Purdy, Pete Nye and P.V. (Sundar) Balakrishnan. International Journal of Conflict Management, 11 (2), pp 163 – 188, 2000.

Consumer Rationality and Economic Efficiency: Is the Assumed Link Justified?” by P.V. (Sundar) Balakrishnan, Rajan Nataraajan and Anand Desai. Marketing Management Journal, 10 (Spring/Summer), pg. 1 – 11, 2000 (Lead Article).

"Genetic Algorithm for Product Design," by P.V. (Sundar) Balakrishnan and Varghese S. Jacob. Management Science, 42 (August), 1105-1117, 1996.

"Triangulation in Decision Support Systems: Algorithms for Product Design," by P.V. (Sundar) Balakrishnan and Varghese S. Jacob. Decision Support Systems, 14, 313-327, 1995.

"An Analytical Process Model Of Two-Party Negotiations," by P.V. (Sundar) Balakrishnan and Josh Eliashberg. Management Science, 41 (February), 226 -243, 1995.

"A Maximin Procedure for The Optimal Insertion Timing of Ad Executions," by P.V. (Sundar) Balakrishnan and Nicholas G. Hall. European Journal of Operational Research, 85 (September), 368-382, 1995.

"A Study of the Classification Capabilities of Neural Networks Using Unsupervised Learning: A Comparison with K-Means Clustering," by P.V. (Sundar) Balakrishnan, Martha C. Cooper, Varghese S. Jacob, and Phillip A. Lewis. Psychometrika, 59 (December), 509-525, 1994.

"Outcome Satisfaction in Negotiation: A Test of Expectancy Disconfirmation," by Richard L. Oliver, P.V. (Sundar) Balakrishnan and Bruce Barry. Organizational Behavior and Human Decision Processes, 60 (November), 252-275, 1994.

"Toward a Theory of Agenda Setting in Negotiations," by P.V. (Sundar) Balakrishnan, Charles Patton and Phillip A. Lewis. Journal of Consumer Research, 19 (4), March, 637-654, 1993.

Invited Talks/Guest Lectures
"Bargaining Problems with a Salient Point". By P.V. (Sundar) Balakrishnan, Juan C. Gomez, and Rakesh V. Vohra. This work was presented at the following places: UW Seattle, Economics Department. April, 2011; Rice University. Economics Department Microeconomics Theory Workshop, April, 2011; Texas A&M University, Economics Department workshop, April 2011.

“Genetic Algorithms for Dual Objective Segmentation: Life, Death & Afterlife of K-Means?” by P.V. (Sundar) Balakrishnan and Subodha Kumar” Presented at Faculty of Business & Economics, The University of Sydney, Australia, September, 2009.

“Is There Life after K-Means? Genetic Algorithms for Dual Objective Segmentation” by P.V. (Sundar) Balakrishnan and Subodha Kumar
Presented at School of Business Administration, Hebrew University, Jerusalem, Israel, November 2008.

“Efficiency of Negotiated Exchanges.” by P.V. (Sundar) Balakrishnan. Invited Presentation at University of California, Riverside, Business School, April, 2005.

Conference Presentations/Keynote
“Impeding the Juggernaut of Innovation Diffusion: Supply Constrained Models,” by P.V. (Sundar) Balakrishnan and Surya Pathak. Presented at the 6th Great Lakes NASMEI Conference, Kotler-Srinivasan Center for marketing Research, Chennai, India, December 2012.

“Market closings and Concentration of stock trading,“ by A. Steven Holland, P.V. (Sundar) Balakrishnan, James M. Miller, and S. Gowri Shankar. Presented at Presented at WEA, San Francisco, July, 2012.

“Measuring Efficiency of Negotiated Exchanges: An Evaluation, Refinement, and Extension,” by P.V. (Sundar) Balakrishnan, Charles Patton and Robert Wilken. Presented at Marketing Science Conference, Houston/TX, June 11, 2011.

“A Comparative Investigation of Genetic Algorithms and Simulated Annealing Approaches for Dual Objective Segmentation” by P.V. (Sundar) Balakrishnan, Subodha Kumar, and Peng Han
Presented at Marketing Science Conference, Vancouver, Canada, June 2008.

“The Evolution of Markets: Power Law and Capital Markets”,
by P.V. (Sundar) Balakrishnan, James M. Miller, and S. Gowri Shankar. Presented at the Marketing Science Conference, June 2007, in Singapore.

Panel/Company Presentations
“Customer Satisfaction: Service Quality Management” by P.V. (Sundar) Balakrishnan, PEMCO, Seattle, WA.; Seminar for PEMCO employees, mid-level management to the CEO. September 14, 2006.

“Lessons Learned From The Cialis Success Story”
Panelists: P.V. Sundar Balakrishnan, PhD, Professor of marketing and Founding Faculty Member, MBA Program at the University of Washington, Bothell; and Leonard Blum, Senior Vice-President, Sales and Marketing, ICOS Corporation, February 16th, 2006, Offices of Wilson Sonsini Goodrich & Rosati.

Invited Academic Presentations
University of Illinois, Urbana-Champaign; Pennsylvania State University; Rutgers University; University of Florida; North Carolina State University; Florida International University; International University of Japan; Southern Illinois University; University of Washington, Seattle; University of California, Riverside; SIES College of Commerce, Mumbai, India; Hebrew University, Israel; University of Sydney, Australia.

ClearWire: Marketing Module in the Essentials of Business Management, UWB certificate program. Bellevue, WA, 2010, 2011.

The Management Program: UW Executive Education certificate program. Responsible for working with 50+ executives during the Residential Program at an off-campus resort. Providing the marketing content. 1999 to 2001.

Softstrat.Com: A UW and Washington Software Association program. Responsible for the Marketing Area and coordinating a major portion of the program. 1999, 2000.

"Project ELCO: Developing an Electronic Learning Community”
Sponsor: University of Washington, Bothell, 1997: $10,000.

"A Genetic Algorithm Based Decision Support System for Product Design." Sponsor: Dean's Summer Research Fellowship, The Ohio State University, 1992; Amount: $12,000.

"Optimal Dynamic Repositioning Strategies in the Product Attribute Space." Sponsor: The Ohio State University; 1988, Dollar Amount:$15,000.

"Empirical Investigation of a New Analytical Process Model of Two-Party Negotiations in Channels of Distribution," with Josh. Eliashberg. Sponsor: Centre for Risk in Decision Processes, The Wharton School; 1987, Dollar Amount: $1,000.

"The Effect of Temporal Order, Issue Salience, and Expectancy Disconfirmation on Negotiation Perception," with Richard L. Oliver.
Sponsors: Marketing Science Institute (MSI); and Sears, Roebuck & Co.; 1986 Amount: All Expenses to Sears' In-house Negotiator Training Seminar.

Administrative Service
1998-2000: Acting Director University of Washington Bothell Business Administration Program
1998-2001: AACSB Accreditation Process

Selected Faculty Service
Chair, Business Program, Senior Faculty Personnel Committee 2009-10; 2011; 2013, 2014.
Chair, Business Program Faculty Personnel Committees 2006-07, 2007-08; 2012, 2014.
Chair, MBA Program Review Committee 2003 – 2004.
Chair, Undergraduate Admissions Committee, 2003 – 2004.
Chair, Search Committee for Assistant Professor in Marketing, 2012-2013.
Chair, Search Committee for Assistant Professor in International Business, 2011.
Chair, Search Committee for Associate Professor in MIS, 2009-2010
Chair, Search Committee for Assoc/Asst Professor in Accounting, 2007-2008
Chair, Search Committee for Assistant Professor in Marketing, 1995, 1997, 2007-2008
Chair, Search Committee for Assistant Professor in Accounting, 2006-2007
Chair, Search for Assistant Professor in Managerial Economics, 2005-2006
Chair, Search for Associate Professor in Management, 1996
Committee Member Business Program Director Search 1996
Committees: Master’s Curriculum Design; Undergraduate Curriculum Design/Revision; Admissions Committees
AMA Student Chapter: Founding Faculty Advisor
Beta Gamma Sigma (BGS) UWB Chapter: President & Faculty Advisor, 1998-2000; 2002-current.

Campus Service, University of Washington Bothell
Chancellor UWB, Search Committee Member, 2012- present
Campus Council on Promotion, Tenure and Faculty Affairs, 2009-2011; 2011-2013.
Chair, Computing & Software Systems, Director Search, 2008
Vice-Chancellor of Academic Affairs Search Committee Member, 2007.
Chancellor UWB, Dr. Warren Buck, 5 year Review Committee, Member, 2004 – 2005.
Senator, UW Faculty Senate, 2004 – 2006
Techno M.B.A. UW Seattle, Curriculum Design Committee member, 1999.

Editorial Board Member
2004 – Present: Journal of Product and Brand Management
2000 – Present: Psychology and Marketing

Management Science; Marketing Science; Journal of Marketing Research; Journal of Marketing; Journal of Consumer Research; Organizational Science, Information Systems Research, Journal of Retailing, European Journal of Operational Research, Journal of Business Research, Computers and Mathematics with Applications, Applied Soft Computing

University Distinguished Teaching Award, 2011 (Given once in a lifetime)
Distinguished Teaching Award, nominee/finalist 1997, 1998, 2005, 2006, 2007, 2010. 
Best MBA Professor UWB Leadership MBA, 2011
Best MBA Professor UWB Technology MBA, 2004, 2007
Business Instructor of the Year Award, by UWB Business Students, 1995.
AMA/Sheth 47th Doctoral Consortium Faculty Fellow, 2012
AMA Doctoral Consortium Fellow The Wharton School Representative, 1986.
The Wharton School Research & Teaching Assistantship, 1983-1987.
IIT Delhi Alumni Association Award for Best Academic Improvement, 1981
Top 300 Most Prolific Management Scholar (1997 INFORMS survey: Publications over 10 years).
MARQUIS' Who's Who in America, 2004, 2005, 2007, 2008, 2009, 2010-current editions.

Contact Information

(425) 352-5384