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Updated 09/18/2014
Minu Kumar, Ph.D.
EDUCATION
UNIVERSITY OF MISSISSIPPI, Ph.D, 2003-2008, Marketing
UNIVERSITY OF MISSISSIPPI, MBA, 2000-2002, Pharmaceutical Marketing and
Management
GOVERNMENT COLLEGE OF PHARMACY (BANGALORE UNIVERSITY), Bachelor
of Science in Pharmacy, 1992-1996
ACADEMIC POSITIONS
San Francisco State University, Assistant Professor, (August 2008 – Present)
College of Business
Department of Marketing
JOURNAL PUBLICATIONS
Minu Kumar “Aesthetic principles of product design and cognitive appraisals: Predicting
Emotional Responses to Beauty” in The Psychology of Design: Creating Consumer
Desire, Rajeev Batra and Colleen Seifert eds. Armonk, New York; M.E. Sharpe.
Status: Accepted peer-reviewed book chapter to appear in print in 2015.
Kumar Minu, Janell Townsend (Oakland University) and Douglas W. Vorhies (University of
Mississippi) “Enhancing Relationships with Brands using Product Design” Status:
Accepted and In-Press in the Journal of Product Innovation Management.
Kumar, Minu and Nitika Garg, (2010) "Aesthetic Principles and Cognitive Emotion
Appraisals: How Much of the Beauty Lies in the Eye of the Beholder?" Journal of
Consumer Psychology, Volume 20 (Issue 4), 485-494. This article was listed as one
of the most cited articles for the journal for 2010.
Noble Charles H. and Minu Kumar (2010) "Exploring the Appeal of Product Design: A
Grounded, Value-based Model of Key Design Elements and Relationships," Journal
of Product Innovation Management. 27:640–657.
Noble, Charles H. and Minu Kumar (2008) “Using Product Design to Create Deeper
Consumer Connections,” Business Horizons, 51 (September), 441-450. This article is
reprinted by Harvard Business Publishing.
Peer Reviewed Conference Presentations, and Publications
Minu Kumar and Subin Im (2014) “NPD Decision Making Capabilities Needed to
Successfully Convert a Service Into a Pure Self Service Good: Framework
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Development” Proceedings of the 2014 Product Development Management
Association Academic Conference.
Janell Townsend, Minu Kumar, Berk Talay (2014) “Can a Halo be Green? The Effects of
Sustainable New Product Attributes on Brand Perceptions” Proceedings of the 2014
Product Development Management Association Academic Conference.
Minu Kumar and Anjan Chatterjee (2014) “Aesthetic principles in product design and
cognitive appraisals: a consumption perspective” Proceedings of the Psychology of
Design Conference
Minu Kumar, Janell Townsend (Oakland University) and Douglas W. Vorhies (University of
Mississippi) (2014) “Exploring The Role Of Product-Level Design Features In
Creating Consumer Affection For A Brand: An Empirical Analysis” Proceedings of
the International Product Development Management Conference
Luchs Michael and Minu Kumar (2013) “When might consumers choose a more sustainable
product despite a tradeoff with other product attributes?” Proceedings of the
Marketing and Public Policy Conference (Washington DC, USA).
Luchs Michael and Minu Kumar (2013) “When might consumers choose a more sustainable
product despite a tradeoff with other product attributes?” Proceedings of the
International Product Development Management Conference (Paris, France).
Kumar Minu and Michael Luchs (2011) “Communicating Sustainability of a Brand Through
Product Form.” Proceedings of the 2011 Product Development Management
Association Academic Conference.
Veronika Papyrina and Kumar Minu (2011) “Gender Differences in Aesthetic Information
Processing,” Proceedings of the 2011 Society for Consumer Psychology Conference.
Kumar Minu and Charles H. Noble (2010) “Consumer Value of Design and its Measure,”
Summer American Marketing Association Conference Proceedings. This paper won
the prestigious best paper award and best paper in the track award at the
conference.
Kumar Minu and Charles H. Noble (2010) “Follow the Value! Tracking the Value of Design
Through The NPD Process,” Summer American Marketing Association Conference
Proceedings.
Kumar Minu, Douglas W. Vorhies and Neil A. Morgan (2005) “The Effect of Market
Information Management and New Product Development Capabilities on Firm
Performance: An Empirical Examination,” Proceedings of the AMA Summer
Educators Conference, eds. Beth A. Walker and Mark B. Houston 311-312. (Paper
presented)
Kumar Minu and Charles H. Noble (2004) “Innate Factors of Product form; an Agenda for
Research in Marketing” Proceedings of the International Conference on Innovation
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by Brand and Design Management, Seoul (Korea), eds. Brigitte Borja de Mozota,
Kyung-Won Chung and Cheol-Ho Shin in Research Section six. (Paper Presented)
Tandoh (Adjei), Mavis, Minu Kumar, and Victoria D. Bush (2004) “The Moderating Role of
Personality Traits on Propensity to Stay with a Service Provider,” Proceedings of
Society for Marketing Advances, Florida.
TEACHING EFFECTIVENESS
Teaching responsibilities at San Francisco State University
Undergraduate Level and graduate Level Classes:
 New Product Development (Graduate and Under Graduate),
 Business to Business Sales (Under Graduate)
 Principles of Marketing (Under Graduate).
Mean rating for teaching effectiveness across all classes from 726 students: 1.76 (scale of 1
through 5; 1 being Very Effective and 5 being Ineffective).
Masters Thesis committee membership
 Chair for Bumnej Suwannit
 Member for Ronnie Gallegos
At the University of Mississippi
 Marketing 351: Principles of Marketing. (both traditional and online classes)
 Marketing 354: Buyer Seller Communication (both traditional and online classes)
 Marketing 552: Multicultural Marketing. (Traditional Class)
 Marketing 353: Principles of Advertising (Online class)
 Marketing 361: Introduction to Retailing (Online class)
PROFESSIONAL ACHIEVEMENT AND GROWTH
Honors
SFSU President’s award for research (Leave for research Fall 2012)
Overall Best Conference paper at the 2010 Annual Summer American Marketing
Association conference. The research on “Consumer Value of Design and its Measure” was
selected as the Best Overall Paper from the over 500 submissions for the conference from all
around the world.
Best paper at in the track at the 2010 Annual Summer American Marketing Association
conference.
Nominee for the AMA Sheth Foundation Doctoral Consortium (2006)
Nominee for the SMA Doctoral Consortium at San Antonio (2005)
Grants
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Advanced Statistical Training Grant SFSU ($3000)
Travel Grant from College of William and Mary for Travel to Williamsburg, VA ($500)
MSI research grant (2007) for the dissertation project ($6000)
Summer research Grant (University of Mississippi) (2007) ($4000)
Travel grant from the University Of Mississippi School Of Business to attend and present at
the AMA Summer Educators Conference in San Francisco (2005)
Travel grant from the University of Mississippi School of Business to attend and present at
the Design Management Institute’s International Conference on Innovation by Brand and
Design Management in Seoul Korea (2004)
SERVICE TO DISCIPLINE, CAMPUS AND COMMUNITY
Service to discipline
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2013 PDMA Academic Research Forum Conference Co-Chair (With Barry Bayus
UNC Chapel Hill).
Reviewing conference papers and research proposals for Product Development
Management Association (PDMA) (2011-2012, two or three papers a years)
Session Chair at the 2011 PDMA Academic Conference at Phoenix, AZ.
Track Co-chair for “New Product Development, Product Management and
Entrepreneurship” track for the 2011 summer AMA conference: Editorial job of
reviewing, finding and assigning reviewers and making acceptance and rejection
decisions on over 40 submitted manuscripts,
Ad Hoc Reviewer, Journal of Marketing (2008-2009, one manuscript)
Ad Hoc Reviewer, Journal of Product Innovation Management (2009-2013, one or
two manuscripts a year)
Ad Hoc Reviewer, International Journal of Operations & Production Management
(2007-2009, one or two manuscripts a year)
Ad Hoc Reviewer, Association for Consumer Research (2009-2010, one or two
manuscripts a year)
Ad hoc Reviewer, Journal of Business Ethics (2004-2013, one or two manuscripts a
year)
Ad Hoc Reviewer, AMA conference proceedings (2008-2009, one or two manuscripts
a year)
Ad Hoc Reviewer, Marketing Education Review (2008-2009, one or two manuscripts
a year)
Reviewer and Discussant at the Academy of Marketing Science Conference in Coral
Gables Florida (NPD track) 2007.
Service to the department
 Chair departmental subcommittee for revising the Retention and Tenure criteria
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Laid the initial groundwork for a business-to-business sales emphasis. This included
the planning, curriculum development and fund raising ($2500)
Played a key role in the organization of Event “How to attract, train and retain
millennials (twenty-somethings) as sales professionals” (Fall 2011)
Initiated, organized and coordinated the departmental Research Brown Bag Series
(Spring 2008-2013)
Collected the data, analyzed it and presented the findings for departmental
Satisfaction survey for Spring (2009-present)
Course coordinator for sales and sales management (August 2007- Present)
Service to the college
 Initiated, managed and administer the online survey tool, Qualtrics, for the college
(2009-present).
 Strategic Issues Committee member (2009-2010)
 Participated in the Student Oral Communication Data Collection (Fall 2008)
Service to the university
 Chair of the Professional Development Council (2013-2014)
 Professional Development Council member (Fall 2010 and Fall 2012 – Present)
 Faculty marshal at the 2008 and 2009 graduation ceremony
Service to the San Francisco Community
 Pro bono consulting for SCORE (Counselors to America's Small Business)
Service to Businesses
 Expert panel member of Frog Design for Medical Devices
INDUSTRY EXPERIENCE
The Brand Institute, NewYork, NY, (October 2002 – July 2003)
Director Brand Development
Experience highlights: Managed branding and market research projects for major
pharmaceutical, medical device and biotech company accounts worldwide.
Coordinated with various departments (Legal, regulatory, market research and
creative) in the company and on the client side to ensure the successful completion of
projects within allocated timelines and budgets. Provided strategic and regulatory
support to all clients worldwide including making white paper submissions to the
FDA on the behalf of clients. Major clients include: Sanofi-Aventis, Glaxo
Smithkline, Bristol-Myers Squibb, Novartis, Cephalon and Medtronic.
Schering Plough Corporation, Kenilworth, NJ (May 2001 – August 2001)
Management Associate
Experience highlights: Commercially assessed pipeline products and recommended
“go/kill” decisions to executive management. Managed INTEGRILIN® (Eptifibatide)
along with Global Product Director cardiovascular products. (INTEGRILIN® is a
$400 million product).
National Center For Natural Products Research, Oxford, MS (August 2000–August 2002)
Graduate Research Assistant
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Experience highlights: Assisted Professor Daneel Ferreira in his work on flavanoids
and other polyphenols. Developed and validated a novel method for the synthesis of
Eupalauridine (anti-fungal)
Ranbaxy Laboratories, Bangalore, India (June 1998 – June 2000)
Pharmaceutical Sales Representative
Experience highlights: Was responsible for sales and marketing of Ranbaxy’s brands
of primary care products in the Bangalore region. Successfully launched several new
products in the territory. Initiated and successfully established Drug Information Cells
in hospitals
Novo Nordisk Pharmaceuticals, Kanpur, India (February 1997 – March 1998)
Marketing Executive
Experience highlights: Was responsible for the sales and marketing of Novo
Products for a state. Lead and facilitated activities of 17 Medical Sales
Representatives and two District Managers. Initiated several Key Opinion leader
development programs. Successfully help organize a Diabetes Update conference for
250 leading Diabetologists and Endocrinologists of the country. Coordinated
promotional and business activities with business partner Knoll Pharmaceuticals
PROFESSIONAL AFFILIATIONS (Current and Previous)
American Marketing Association
Design Management Institute
Industrial Design Society of America
Karnataka State Pharmacy Council
Society for Marketing Advances
Pharmaceutical Market Researchers Group
Academy of Marketing Sciences
MSI associated researcher
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