ORGANIZATION SERVICE

                Trustee of Marketing Science Institute, 2004 till 2011.

                Treasurer of INFORMS Society of Marketing Science, 2008 to present

                Member of the AMA Academic Council 2008 to 2011

                Member of Executive Committee, NASMEI

EDITORIAL SERVICE

                Associate Editor                        Journal of Marketing Research, 2006 to present

                                                                 Marketing Science, 2010 to present
               

                Editorial Review Board:            Journal of Marketing Research, 1994 to 2006.
                                                                Journal of Marketing, 1988 to 2011 (except 97 & 98).
                                                                Marketing Science, 2007 to 1999 and 1991 to 1994.

                Ad Hoc Reviewer                    Journal of Marketing Research, 1985 to 1994
                                                                Journal of Advertising, 1991 to 1996.
                                                                Journal of Marketing, 1984 to 1988.
                                                                Marketing Science, 1989 to 1991; 1995 to 1999.
                                                                Management Science, 1988 to present.
                                                                Journal of Consumer Research, 1988 to 1998.
                                                                Journal of Retailing, 1988 to 1994.
                                                                Strategic Management Journal, 1987.
                                                                Journal of Academy of Marketing Science, 1989-1995.

                Judge                                       Doctoral Dissertation Competition of the American Marketing Association

                                                                2000, 1998, 1995, 1994, 1993, 1992, 1988.

                Reviewer, American Marketing Association Educators' Conference:
                                                                Best Paper Awards, 1992
                                                                Methodology Track, 1987, 1992, 1990.
                                                                Marketing Strategy Track 1994, 1992, 1987.

                                                                Education Track, 1988.
                                                                Winter Conference, 1992.

CONFERENCE SERVICE

Co-Chair of 2009, PDMA Research Forum, Anaheim, CA.

Co-Organizer of 2007, MSI Conference on Accelerating Diffusion of New Products, Los Angeles.

Co-Chair of 2005, Conference on Innovation, Indian Institute of Technology, Madras, India.

Co-Chair of 2004, Conference on Emerging Markets, Indian Institute of Management, Kozhikode, India.

Co-chair of 2004 Marketing Science Conference, Doctoral Consortium, Rotterdam, Netherlands.

Member, Organization Committee, 2004 Marketing Science Conference, Rotterdam, Netherlands.

Co-chair of 2003 NASMEI Winter Research Conference, Indian School of Business, Hyderabad, India.

Co-chair of 2002 NASMEI Winter Research Conference, Indian School of Business, Hyderabad, India.

Co-chair of 1999 AMA-Sheth Foundation Doctoral Consortium, Los Angeles.

Chair, Promotion Track, AMA Winter Educators Conference, New Orleans, 1998.

Chair, Marketing Cluster, TIMS/ORSA National Meeting, Phoenix, October-November 1993.