P.V. Balakrishnan

P.V. (Sundar) Balakrishnan is a Professor at the University of Washington Bothell School of Business, where he coordinates the Marketing, Retail Management, and Business Communications areas. With a PhD from Wharton and engineering degrees from IIT Delhi and UT Arlington, he bridges technical rigor with marketing insights.

• Faculty Senate Elected Senator (2020-2022)
• Faculty Council on University Libraries (2020-2023)
• Former Acting Director of Business Program (1998-2000)

His research spans Artificial Intelligence applications in marketing (neural networks, genetic algorithms), negotiation science (bargaining models), and market evolution (power laws, diffusion of innovation). He created commercialized DSS software GENESYS and GADOS for product design and segmentation.

Recent publication trends show interdisciplinary focus: 2025 article on MNC adaptations in sanctioned markets, 2024 work on product scarcity paradox, and 2022 study of negotiation concession rates. His 1995 paper in Management Science introduced AI-driven product design frameworks.

Awarded the 2011 UW Distinguished Teaching Award, he developed innovative courses like Marketing Management Laboratory and AI & Marketing Decision Support Systems. His leadership roles include AACSB re-accreditation and search committee chairs for multiple academic positions.

As Senior Editor for Journal of Information Technology & Management (2016-2020) and editorial board member of Psychology and Marketing (2000-2020), he has served as top reviewer for Marketing Science (2005-2006). International engagements include teaching at University of Chicago (Barcelona), ISB, and Kirloskar Institute.