School of Business Faculty

P.V. (Sundar) Balakrishnan

Profile | Curriculum Vitae


Sundar BalakrishnanP.V. (Sundar) Balakrishnan

Area Coordinator, Marketing

(425) 352-5384

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 was one of the founding faculty members of the Business Administration Program of the University of Washington, Bothell, when it launched in 1993, and he is now a full Professor in the UWB School of Business. He has served in numerous administrative roles. He was the Acting Director of the Business Program from 1998 to 2000, where he was responsible for managing and running a business school involving both Strategic and day-to-day operational activities. He was previously on the Marketing faculty in the College of Business at The Ohio State University. He has been a visiting faculty member at the Indian School of Business (ISB) and the Graduate School of Business of The University of Chicago.

The substantive areas of Prof. Balakrishnan's research are directed toward studying Buyer-Seller Negotiations in the area of Industrial Marketing, Relationship Marketing, Retail Locational Decisions, and New Product Marketing & Marketing Strategy. Prof. Balakrishnan has done the pioneering work in employing Artificial Intelligence methodologies such as, Neural Networks and Genetic Algorithms, for addressing important marketing problems. He is the developer of NEGOTIAT, a negotiation training simulator, and the co-developer of his own DSS software GENESYS and PRODLINE software for product line designs. He has recently co-developed GADOS, data analytics software, for market segmentation that results in significant improvements in customer targetability.

His research papers have appeared or forthcoming 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, European Journal of Operational Research and Decision Sciences 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 three) in 2005 and 2006 by Marketing Science. He is on 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 was 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, 8th edition, Who's Who in Finance and Business 35th edition; as well as in the recent 2010 and previous editions of Who's Who in America.

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

He has served as a consultant to a number of organizations and has served on advisory boards. He has taught courses and students at all levels ranging from Undergraduates to Graduates. He has also been invited to deliver seminars in the United States, Europe, Japan, India, Israel, and Australia. 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; the Best Professor by the Technology MBA students in 2004 and 2007; and in 2011 the Best Professor by the pioneering class of the Leadership MBA program. He was a multiple time nominee or finalist for the University’s Teaching Award. He was the recently awarded the 2011 University of Washington's Distinguished Teaching Award.