Prof. Trichy Krishnan
Trichy V. Krishnan is currently the Dean – School of Management, Bennett University, a Times Group initiative. He is a professor at NUS Business School, Singapore. He was a visiting professor at ISB for a year. He obtained his Bachelor of Engineering (Honors) degree from Madras University and worked as a Field Service Engineer for six years with Ashok Leyland Ltd., India, dealing with distributors and customers. He enrolled in the PhD program (Marketing) at The University of Texas at Dallas in 1989. After obtaining his doctorate degree in 1994 under the supervision of Frank M. Bass, he worked as a marketing faculty in the Netherlands and at Rice University, Houston, TX, USA, for around 9 years and then joined NUS, Singapore in 2003. He spends his professional time on three areas: academic research, teaching and consulting. He has written marketing research papers that have appeared in top academic journals, have got Best MBA Teacher awards at NUS, and have been doing consulting work for various companies in the US and Singapore for the past 10 years. His areas of interest include pricing of products and services, healthcare, new product/service adoption process (modeling penetration, time to peak sales, influence of price and advertising, etc.), analyzing competition using game theory framework, retailing, go-to-market introduction strategies for new products, modeling of marketing processes so as to measure effectiveness of marketing tools, marketing to JAPL (Just-Above-Poverty-Line) consumers in developing countries like India, and demand forecasting.