Alok Kumar

Alok  Kumar Photo

Alok Kumar

Assistant Professor
Contact Information

CBA 320
P.O. Box 880492
Lincoln, NE 68588-0492
Phone: +1-402-472-3378
Fax: +1-402-472-9777

Joined the college in August 2013.

  • Business-to-Business Marketing
  • Marketing Channels Management
  • Marketing Strategy
Ph.D., University Wisconsin-Madison, 2008

MBA, Indian Institute of Management, Calcutta, India, 1998

B.Tech (Mining Engineering), School of Mines, India, 1995
Research Interests
Distribution Systems, Business-to-Business Markets, Supply Chain Relationships, Marketing Strategy
Teaching Interests
Marketing Channels, Marketing Strategy, Business-to-Business Marketing, Marketing Management, International Business.
Published In
Journal of Marketing
Journal of Marketing Research
Strategic Management Journal

Refereed Publications
Chakravarty, A., Kumar, A., Grewal, R. (2014). Customer Orientation Structure for Internet-Based Business-to-Business Platform Firms, Journal of Marketing, 78, 1-23.
Heide, J. B., Kumar, A., Wathne, K. H. (2014). Concurrent Sourcing, Governance Mechanisms, and Performance Outcomes in Industrial Value Chains, Strategic Management Journal, 35(8), 1164-1185.
Grewal, R., Kumar, A., Mallapragada, G., Saini, A. (2013). Marketing Channels in Foreign Markets: Control Mechanisms and the Moderating Role of Multinational Corporation Headquarters-Subsidiary Relationship. Journal of Marketing Research, 50(3), 378-398.
Kumar, A., Heide, J. B., Wathne, K. H. (2011). Performance Implications of Mismatched Governance Regimes Across External and Internal Relationships. Journal of Marketing, 75(2), 1-17.
Faculty Research Award, Marketing Department, College of Business Administration, University of Nebraska-Lincoln, (May 2014)