PRASAD A. NAIK
Professor &
Chancellor’s Fellow
Graduate
School of Management
University
of California,
Davis
Education and Experience
Honors & Grants
- Chancellor’s
Fellow, University
of California Davis
(2004-2009)
- Consortium
Faculty (2004), American Marketing Association
- Top 20
Young Scholars in Marketing (2003), Marketing
Science Institute
- Grant
from Teradata Centre for
CRM (with Michel Wedel), Duke
University
- Frank
M. Bass Award for the best dissertation-based paper,
INFORMS
- Professor
of the Year Award for outstanding teaching, GSM UC Davis
- Doctoral
Dissertation Award, Academy
of Marketing Science
- Marquis
Who’s Who in the World
Editorial Board
- Marketing
Science
- Marketing
Letters
- Journal
of Interactive Marketing
Conferences
Selected Publications
- “Building Brand Awareness
in Dynamic Oligopoly Markets,” Management Science,
forthcoming (with Ashutosh Prasad and Suresh Sethi).
- “Perils of Using OLS to
Estimate Multimedia Communications Effects,” Journal
of Advertising Research, 2007, forthcoming (with Don Schultz and
Shuba Srinivasan).
- “Uphill or Downhill?
Locating Your Firm on a Profit Function,” Journal of
Marketing, 2007, 71 (2), 26-44 (with Muarli
Mantrala, Shrihari
Sridhar, Esther Thorson).
- “Extending the Akaike Information Criterion to Mixture Regression
Models,” Journal of the American Statistical
Association, 2007, 102 (477), 244-254 (with Peide
Shi and Chih-Ling Tsai).
- “Markov-switching
Model Selection Using Kullback-Leibler
Divergence,” Journal of Econometrics, 2006,
134 (2), 553-577 (with Aaron Smith and Chih-Ling
Tsai).
- “Constrained Inverse
Regression for Incorporating Prior Information,” Journal
of the American Statistical Association, 2005, 100 (469), 204-211
(with Chih-Ling Tsai).
- “Planning Marketing-Mix Strategies
in the Presence of Interactions,” Marketing Science,
2005, 24 (1), 25-34 (with Kalyan Raman and Russ Winer).
- “Understanding the Impact
of Synergy in Multimedia Communications,” Journal
of Marketing Research, 2003, 40 (4), 375-388 (with Kalyan Raman).
- “Single-Index Model
Selections,” Biometrika, 2001, 88 (3),
821-832 (with Chih-Ling Tsai).
- “Partial Least Squares
Estimator for Single-Index Models,” Journal of the
Royal Statistical Society, Series B, 2000, 62 (4),
763-771 (with Chih-Ling Tsai).
- “A New Dimension Reduction
Approach for Data-Rich Marketing Environments: Sliced Inverse Regression,”
Journal of Marketing Research, 2000, 37 (1), 88-101 (with
Michael Hagerty and Chih-Ling
Tsai).
- “Controlling Measurement
Errors in Models of Advertising Competition,” Journal
of Marketing Research, 2000, 37 (1), 113-124 (with Chih-Ling Tsai).
- “Planning Media Schedules
in the Presence of Dynamic Advertising Quality,” Marketing
Science, 1998, 17 (3), 214-235 (with Murali
Mantrala and Alan Sawyer).
Invited Presentations
- University
of Maryland
Research Camp (2007)
- Vanderbilt
University
- MSI
Metrics Conference, Boston
- MDC at
UCLA
- University of Houston
- Marketing in Israel 2005
- Catholic University at
Leuven, Belgium
- Rady School of Management, UC
San Diego
- University of Texas
Dallas
- Leipzig University,
Germany
- 6th
Triennial Invitational Choice Symposium, Colorado
University,
Boulder
- 39th AMA Doctoral Consortium Faculty,
Texas
A&M University
- 55th ASEV Annual Meetings (Invited
Speaker), 2004
- UCD Engineering Faculty (Controls
Seminar)
- Stern School of Business, New
York University
- Tuck School of Business,
Dartmouth
University
- MSI
Young Scholars Program, Utah,
2003
- UCD Statistics Department
- Penn State University
- Erasmus University of Rotterdam, the Netherlands
- University of North
Carolina at Chapel Hill
- MIT Sloan School of Management
- University
of Texas Dallas
- University of Texas
Austin
- Harvard Business School
- Columbia University
- University of Chicago
- UCD
Econometric Group
- Haas School of Management, UC
Berkeley
- University of Alberta,
Canada
- Johnson Graduate School
of Management, Cornell
University
- Santa Clara University
Teaching
- International
Study Trip 2006 (Brazil
and Argentina)
- International
Study Trip 2005 (Hong Kong, Beijing and Shanghai)
- International
Study Trip 2004 (Singapore,
Thailand and Malaysia)
- New
Product Development (UC Davis)
- Integrated
Marketing Communications (UC Davis)
- Marketing
Management (UC Davis, UC San Diego)
- Sales
Management (University of Florida)
- Product
Management (Institute of Management
Technology, India).
Work Experience
UC Davis Wine Executive
Program, Davis
Crushing the
Competition: Marketing for the Wine Industry
This seminar provides the
essential concepts and methods to enhance the effectiveness of your marketing
program. It covers topics such as consumer decision-making, assessing
advertising effectiveness, database marketing, selling wines online, and
forecasting market sales. Participants acquire new ways of thinking about
managing brands and integrating marketing communications.
UC Davis Connect, Davis
Advisory
Board
Our mission is to help create new
ventures in the Sacramento
region. One of the biggest problems facing start-up companies here is the
lack of knowledge in management, marketing, legal and operational aspects when
seeking equity investment. To narrow these gaps, we conduct a Springboard
Program that selects a few promising start-ups and prepares them via
several mentoring sessions. We provide entrepreneurs fresh and candid
recommendations for continued development of their business opportunity, and conduct
dress rehearsals for future presentations to Venture Capitalists and Angel
Investors.
GlaxoSmithKline,
India
Brand
Management
Managed a launch of a national
brand successfully; test marketed several new product introductions; designed
advertising strategy and TV commercials with ad agencies such as J.
Walter Thompson and Ogilvy & Mather.
Sales
Management
Responsible for sales growth and
profit; managed salesforce efforts and compensation; developed network of
wholesale and retail distribution; planned and executed consumer & trade
promotions; developed sales and profit forecasts
Dorr Oliver, India
Business-to-Business
Marketing
Managed marketing
and techno-commercial negotiations for hi-tech filtration systems in chemical
industry.
Updated May 2007