Dr. Surinder Tikoo, Ph.D.
Professor of Marketing
Dr. Surinder Tikoo, Ph.D. holds the position of Professor of Marketing at UGSM-Monarch Business School. He also is a Professor of Marketing & International Business at the State University of New York at New Paltz. He has a bachelor’s degree in mechanical engineering from National Institute of Technology, Kurukshetra, India, a diploma in international trade from the Indian Institute of Foreign Trade, New Delhi, India, an MBA from the Indian Institute of Management, Bangalore, India, and Ph.D. in marketing from the University of Connecticut, Storrs, USA.
His primary research interests are in the study of channel relationships, franchising, consumer and organizational decision-making, and finance- marketing strategy interface. His research has appeared in reputed journals such as Strategic Management Journal, Journal of Retailing, Decision Sciences, Journal of Business Research, Journal of Advertising Research, and Business Horizons. Before entering academe he worked as an export sales engineer with Greaves Cotton & Co., one of India’s largest industrial marketing organizations, and as an area sales manager with Britannia Industries, one of India’s prominent consumer marketing companies.
He has taught a number of graduate and undergraduate marketing courses including marketing research, strategic marketing, consumer behavior, international marketing, international business, and marketing management. In his teaching he places emphasis on learning through the case method and the financial aspects of marketing management.
Academic Positions Held
- Professor of Marketing, UGSM-Monarch Business School
- Professor of Marketing & International Business – SUNY New Paltz
Academic Credentials
- Ph.D. (Marketing), University of Connecticut, Storrs.
- MBA (Marketing), Indian Institute of Management, Bangalore.
- Diploma in International Trade, Indian Institute of Foreign Trade, New Delhi.
- B.S. (Mechanical Engineering), National Institute of Technology, Kurukshetra, India.
Main Academic Interests
- Marketing Channels
- Franchising
- Consumer and Organization Decision Making
- Finance-Marketing Strategy Interface
Memberships
- Member, ACBSP-Accreditation Council For Business Schools & Programs, USA
- Member, ECBE-European Council For Business Education, Switzerland
Selected and Recent Publications
- Tikoo, Surinder and Ahmed Ebrahim (2010), “Financial Markets and Marketing: The Tradeoff between R&D and Advertising During an Economic Downturn,” Journal of Advertising Research, 50, 1, 50-56.
- Nair, Suresh, Surinder Tikoo, and Liu, Shuguang (2009),“Valuing Exclusivity from Encroachment in Franchising,” Journal of Retailing, 85, 2, 206-210.
- Moon, Junyean, Chadee, Doren, and Tikoo, Surinder (2008), “Culture, Product Type, and Price Influences on Consumer Purchase Intention to Buy Personalized Products Online, Journal of Business Research, 61, 1, 31-41.
- Backhaus, Kristin and Surinder Tikoo (2004), “Conceptualizing and Researching Employer Branding,” Career Development International, 9 (5), 501-517.
- Tikoo, Surinder (2002), “Franchiser Influence Strategy Use and Franchisee Dependence and Experience,” Journal of Retailing, 78, 183-192.
- Moon, Junyean and Surinder Tikoo (2002), “Buying Decision Approaches of Organizational Buyers and Users,” Journal of Business Research, 55, 293-299.
- Tikoo, Surinder and Suresh Nair (1999), “Variable Royalty Rates for Improving Franchise Channel Coordination,” Decision Sciences, 30, 469-479.
- Tang, Charles and Surinder Tikoo (1999), “Operational Flexibility and Market Valuation of Earnings,” Strategic Management Journal, 20, 749-761.
- Moon, Junyean and Surinder Tikoo (1997),“Consumer Use of Available Information for Making Inferences about Missing Information,” Journal of Business Research, 39, 135-146.
- Tikoo, Surinder (1996), “Assessing the Franchise Option,” Business Horizons, May-June, 78-82.
