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Faculty Profile

Lee Kong Chian School of Business LKCSB

Sandeep R. CHANDUKALA

Full-time Faculty

Associate Professor of Marketing; Area Coordinator, Marketing

Education

2008

Ph.D. in Marketing
The Ohio State University

2003

M.S. (Management and Administration Sciences)
University of Texas, Dallas

2002MBA 
University of Texas, Dallas

1999

M.S. (Computer Engineering)
University of Minnesota

1997B.E. (Instrumentation Engineering)
Osmania University


Current Position(s) Held

2025- NowArea Coordinator of Marketing
Singapore Management University
2017- NowAssociate Professor of Marketing (with tenure)
Lee Kong Chian School of Business, Singapore Management University, 2017

2015 - 2017

Associate Professor of Marketing
Lee Kong Chian School of Business, Singapore Management University

2008-2015  Assistant Professor of Marketing
Kelley School of Business, Indiana University


Awards, Recognition and Honors

  • ABRI Grant for “Consumers’ Response to Synthetic Accented Voices in Advertising”, 2025-2026
  • ABRI Grant for “The Impact of Image Distinctiveness on Consumer Search Behavior: Insights from the ASEAN Region”, 2024-2025
  • Winner, 2022 AMA/Marketing Science Institute/H. Paul Root Award, paper that has made a significant contribution to the advancement of the practice of marketing in a calendar year.
  • Winner of Outstanding Reviewer Award for the Journal of Marketing, 2022
  • Dean's Teaching Honours List,  PG Programmes LKCSB, 2020
  • The MiM Excellent Teaching Award, 2020
  • Dean's Teaching Honours List,  PG Programmes LKCSB, 2018-2019
  • Nominated for Post Graduate Teaching Excellence Award, 2019
  • Dean’s Impact Award recipient, 2017-2018
  • Lee Kong Chian Fellow, SMU, 2016-2017
  • Trustees Teaching Award Finalist, Indiana University, 2014
  • Harry C. Sauvain Teaching Award Nominee, Kelley School, 2014
  • Research Methods and Analytics Track Co-Chair, AMA Summer Marketing Educator’s Conference, Boston, 2013
  • Trustees Teaching Award Finalist, Indiana University, 2013
  • Harry C. Sauvain Teaching Award Nominee, Kelley School, 2013
  • Trustees Teaching Award Finalist, Indiana University, 2012
  • Harry C. Sauvain Teaching Award Nominee, Kelley Business, 2012
  • 3M Junior Faculty Research Grant Award, Kelley School of Business, 2012


Research Interests

  • New Technologies in Marketing
  • Retail Analytics
  • Bayesian applications in marketing
  • Quantitative models of Advertising, Promotions and New Product Development


Selected Journal Articles (Refereed)

  • Han, Yoonju, Ernst C. Osinga, Sandeep R. Chandukala, and Jaehwan Kim (2025), “Not All Sales Bumps are Created Equal: Examining the Sales Bump Decomposition of Different Types of Price Promotions”, Journal of Retailing, forthcoming.
  • Hagtvedt, Henrik and Sandeep R. Chandukala (2023), “Immersive Retailing: The In-Store Experience,” Journal of Retailing, 99(4), 505-517.
  • Han, Yoonju, Sandeep R. Chandukala, and Shibo Li (2022), "Impact of Different Types of In-Store Displays on Consumer Purchase Behavior," Journal of Retailing, 98(3), 432-452. 
  • Chandukala, Sandeep R., Srinivas K. Reddy, and Yong-Chin Tan (2022), “How Augmented Reality Can – and Can’t – Help Your Brand,” Harvard Business Review, digital article, 29 March, 2022.
  • Tan, Yong-Chin, Sandeep R. Chandukala, and Srinivas K. Reddy (2022), “Augmented Reality in Retail and its Impact on Sales,” Journal of Marketing, 86 (1), 48-66.
                o Winner, 2022 AMA/Marketing Science Institute/H. Paul Root Award
  • Chandukala, Sandeep R., Jeffrey P. Dotson and Qing Liu (2017), "An Assessment of When, Where and Under What Conditions In-Store Sampling is Most Effective," Journal of Retailing, 93 (4), 493-506.
  • Han, Yoonju, Sandeep R. Chandukala and Hai Che, (2017) “Exchange and Refund of Complementary Products,” Marketing Letters, 28(1), 113-125.
  • Mallapragada, Girish, Sandeep R. Chandukala and Qing Liu (2016), “Exploring the Effects of What (Product) and Where (Website) Characteristics on Online Shopping Behavior”, Journal of Marketing, 80(2), 21-38.
  • Olsen, Mitchell, Rebecca J. Slotegraaf and Sandeep R.,Chandukala (2014), “Green Claims and Message Frames: How Green New Products Change Brand Attitude,” Journal of Marketing, 78(5), 119-137.
  • Chandukala, Sandeep R., Jeffrey P. Dotson, Qing Liu, Stephan Conrady (2014), “Exploring the Relationship Between Online Search and Offline Sales for Better "Nowcasting",” Customer Needs and Solutions, 1, 176-187
  • Chandukala, Sandeep R., Sylvia Long-Tolbert and Greg M. Allenby (2011), “A Threshold Model for Respondent Heterogeneity,” Marketing Letters, 22(2), 133-146.
  • Chandukala, Sandeep R., Yancy D. Edwards and Greg M. Allenby (2011), “Identifying Unmet Demand,” Marketing Science, 30(1), 61 – 73
  • Chandukala, Sandeep R., Jeffrey P. Dotson, Jeff D. Brazell and Greg M. Allenby (2011), “Bayesian Analysis of Hierarchical Effects,” Marketing Science, 30(1), 123 – 133.

Other Publications

  • Chandukala, Sandeep R., Jaehwan Kim, Thomas Otter, Peter E. Rossi and Greg M. Allenby (2008), “Choice Models in Marketing: Economic Assumptions, Challenges and Trends,” Foundations and Trends in Marketing, 2(2), 97-184. (Monograph).
  • Burke, R. R., Chandukala, S. R., Christensen, O. (2024), “Using Shelf Interaction Analysis to Manage Category and Brand Shopping Effort in Retail Stores,” Marketing Science Institute Working Paper Series, 24-112.

Cases

  • Timperio Experiments with Generative AI in Advertising: New Frontiers in Creative Campaigns, by Yu, Qi; Chandukala, Sandeep R.; Osinga, Ernst C.; Joshi, Havovi; Mittal, Sheetal; Bhattacharya, Lipika. (2025). SMU-25-0007.
  • Nike’s Consumer Direct Offence Strategy: A Hit Or A Miss?, by Osinga, Ernst C.; Chandukala, Sandeep R.; Mittal, Sheetal. (2025). SMU-24-0037.
  • Who is the right influencer? A Social Network Analysis, by Osinga, Ernst C.; Chandukala, Sandeep R.; Bhattacharya, Lipika. (2023). SMU-23-0010.
  • Iuiga’s challenge: Is omni-channel worth it?, by Chandukala, Sandeep R.; Osinga, Ernst C.; Mittal, Sheetal. (2020). SMU-20-0029. 
  • Iuiga’s conundrum: 'Clicks' only or 'bricks' too?, by Tuli, Kapil; Chandukala, Sandeep R.; Mittal, Sheetal. (2019). SMU-19-0011.
  • Zalora: Dressing up the mobile app to engage customers, by Reddy, Srinivas K.; Chandukala, Sandeep R.; Mathur, Sarita. (2018). SMU-18-0004. *Top-15 best-selling cases at The Case Center for the year 2018.

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