معرفی
Dr. Kirthi Kalyanam serves as Professor of Marketing at Santa Clara University's Leavey School of Business, where she holds dual leadership roles as Executive Director of the Retail Management Institute and Director of Internet Retailing. Her work bridges academic research with industry practice through Lucas Hall-based initiatives focused on retail innovation and digital transformation.
Her research program centers on experimental investigations of digital marketing phenomena, with particular expertise in advertising effectiveness, multi-channel consumer behavior, and technology-driven retail disruptions. She employs advanced methodologies including field experiments, regression discontinuity designs, and machine learning to analyze consumer responses to advertising content, app crashes, subscription models, and business-to-business marketing scenarios. Her work consistently addresses practical retail challenges through data-driven insights.
Analysis of her recent publications (2016-2025) reveals a methodological progression toward sophisticated experimental designs examining cross-channel effects, behavioral targeting, and technology failures. Her research demonstrates consistent focus on causal relationships in digital marketing, with increasing emphasis on business-to-business contexts and longitudinal advertising effects, while maintaining strong industry relevance through partnerships with major technology platforms.
As Executive Director of the Retail Management Institute, she leads strategic initiatives connecting academic research with retail industry stakeholders through collaborative projects, executive education, and thought leadership programs focused on emerging retail technologies and consumer behavior trends.
