Trichy, Krishnan
Assoc Professor
Marketing
National University of Singapore
Singapore
Biography
Dr. Trichy V. Krishnan is an Associate Professor at the National University of Singapore (NUS) Business School. Prior to joining NUS Business School in 2003, he was a member of faculty at Tilburg University in the Netherlands and at Rice University, Houston. His research and teaching interests lie in new product/technology adoption process, marketing strategy, pricing, channel strategies, and marketing in social enterprises. His research papers have appeared in top academic journals including Marketing Science, Management Science, Journal of Marketing Research and International Journal of Research in Marketing. He has received Best MBA Teaching awards at NUS twice (2007 & 2010) and the Best Case Writing Award twice from the European Foundation for Management Development. He holds a PhD in Marketing Management from the University of Texas, Dallas. He obtained his Bachelor of Engineering (Honours) degree from Madras University, India and worked as an automobile engineer for six years.
Research Interest
New Products Marketing And Distribution Channels B2b Contracts Oil & Gas Industry Rural Marketing
Publications
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To retain or upgrade: The effects of direct mails on regular donation behaviour, with Feng S and S A Thomas (2015), International Journal of Research in Marketing , 32(1), 48-63
