Minu Kumar, Ph.D.

SCI 327
(415) 405-2852
Advising Duties & Hours: 
Advisor: Undergrad

Minu Kumar is a Professor of Marketing at San Francisco State University (SFSU) and serves as the Vice President of Academics for the Product Development Management Association (PDMA). PDMA publishes the Journal of Product Innovation Management. He received a Bachelor of Science in Pharmacy from the Government College of Pharmacy (Bangalore University, 1996), a Masters in Business Administration (Concentration in Pharmaceutical Marketing, 2002) and a Ph.D in Marketing (minor: pharmaceutical marketing, 2008) from the University of Mississippi. His primary scholarly interest lies in the area of Innovation, New Product Design & Development (NPD), and Entrepreneurship. Some notable topics of interest include but are not limited to, product design, aesthetics, knowledge management, acquisition and in-licensing innovation, DTCA (Direct to Consumer Advertising) and drug safety, among others and research methodology using multivariate statistical techniques such as structural equation modeling and multilevel modeling. One healthcare related research interest that has piqued his interest in recent times is in the risk assessment of currently marketed prescription only lifestyle drugs.

Professor Kumar has published in journals such as the Journal of Product Innovation Management, Journal of Consumer Psychology, International Journal of Research in Marketing among others. He serves on the Editorial Review Board of Journal of Product Innovation Management. He is also an ad hoc reviewer for journals such as the Journal of Marketing, Journal of Retailing, European Journal of Marketing, Journal of Business Ethics among others. He has won several awards such as the Best Overall Conference Paper award at the Summer AMA conference (2011) and the University President’s Award for Research. He has also worked for or consulted with firms such as Barilla, SAP, Ranbaxy Pharmaceuticals (Now Daiichi Sankyo), Novo Nordisk Pharmaceuticals, Schering Plough Pharmaceuticals (Now Merck), Medtronic, Glaxo Smithkline, among others on sales and marketing projects.


Journal Publications and Book Chapters

  • Haberstroh Kristina, Ulrich Orth, and Minu Kumar (2019) “Designing for the genders: The role of visual harmony,” Conditionally accepted at the International Journal for Research in Marketing.
  • Luchs Michael and Minu Kumar (2017) "Yes, but this one looks better/works better: When might consumers choose superior sustainability despite a trade-off with other valued product attributes?" Journal of Business Ethics. 140(3), 567-584. DOI: 10.1007/s10551-015-2695-0
  • Kumar Minu and Charles H. Noble (2016) "Beyond form and function: why do consumers value product design?" Journal of Business Research, 69(2), 613-620. DOI: 10.1016/j.jbusres.2015.05.017
    • This project was funded by Marketing Science Institute through their competitive grants
    • An earlier version of this paper won the prestigious Overall Best Paper award and Best Paper in the Track award at the 2010 Summer AMA conference.
  • Kumar Minu (2015) “Aesthetic principles of product form and cognitive appraisals: Predicting emotional responses to beauty” in The Psychology of Design: Creating Consumer Desire, Rajeev Batra and Colleen Seifert eds. London; Taylor and Francis.
  • Kumar Minu, Janell Townsend and Douglas W. Vorhies (2015) “Enhancing relationships with brands using product design" Journal of Product Innovation Management. 32(5), 716-730. DOI: 10.1111/jpim.12245
    • Press coverage in: Miami Herald, Phys.org, CTV news, Redorbit.com, Hindustan Times, and Express.be
  • Kumar, Minu and Nitika Garg, (2010) "Aesthetic principles and cognitive emotion appraisals: How much of the beauty lies in the eye of the beholder?" Journal of Consumer Psychology, Volume 20 (Issue 4), 485-494. This article was listed as one of the most cited articles for the journal for 2010.
  • Noble Charles H. and Minu Kumar (2010) "Exploring the appeal of product design: A grounded, value-based model of key design elements and relationships," Journal of Product Innovation Management. 27:640–657.
  • Noble, Charles H. and Minu Kumar (2008) “Using product design to create deeper consumer connections,” Business Horizons, 51 (September), 441-450. This article is reprinted by Harvard Business School Publishing.

Selected Grants:

  • 2019 Innovation and Entrepreneurship Grant ($25 million Grant): Coauthored with University Business Development team a proposal that was used to raise $25 million for the Innovation and Entrepreneurship program at San Francisco State University
  • 2018 Grant from Barilla for the Sugar Network project ($66,000): Program director role
  • Sugar Network (https://sugar-network.org/) is a global innovation network of academic institutions collaborating with companies to solve challenging, real-world problems using the Design-Thinking methodology. This network was born out of Stanford university’s ME310 program (http://expe.stanford.edu/index.php/Main/SUGAR). Each academic year, dozens of participating companies provide product development challenges to students from different universities from different countries who then collaborate to develop design solutions to meet the challenge. This year, a multidisciplinary group of faculty from SF State will work with a group of four SF State students to help them collaborate with a team of students from University of Bologna on a product development challenge provided by the company Barilla (https://www.barilla.com/en-us).
  • 2018 IRA Grant ($13,500): This grant helped set up a new set of 3D printers and help hire a CAD coach to help coach my classes
  • Fall 2017: ORSP DRC Grant ($8,000)
  • Spring 2017: College of Business Research Discipline-Based Research Grant ($2000)
  • Fall 2015: ORSP DRC Grant ($7500)
  • Fall 2015: PDMA grant for develop Social Media for JPIM ($7500)
  • Fall 2011: ORSP grant ($7500)
  • 2007: MSI research grant for the dissertation project ($6000)
  • 2007: Summer research Grant (University of Mississippi) ($4000)
  • B.S. in Pharmacy (1996), Government College of Pharmacy, Bangalore, India
  • M.B.A. in Pharmaceutical Marketing Management (2002), University of Mississippi
  • Ph.D. in Marketing (2008), University of Mississippi
Research Interests: 
  • Product Design and Development
  • Pharmaceutical Marketing
  • Organizational Information Processing
  • Innovation Research
Honors and Awards: 
  • Conference Co Chair (With Barry Bayus) for the 2013 PDMA Annual Research Forum
  • SFSU President's Award for Research (Fall 2012)
  • AMA Summer Conference 2011 Track Co-Chair (New Product Development and Entreprenuership Track)
  • Overall Best Conference Paper (AMA summer educators conference 2010)
  • Best paper in the track AMA summer educators conference 2010
  • 2006 AMA Sheth Doctoral Consortium Nominee (University of Mississippi)
  • 2006 MSI competitive research grant awardee
  • 2005 University of Mississippi Summer research Grant awardee
  • 2005 SMA Doctoral Consortium Nominee (University of Mississippi)
Professional Associations: 
  • Product Development Management Association
  • American Marketing Association
  • Academy of Marketing Science
  • Society of Marketing Advances
  • Karnataka State Pharmacy Council
  • Design Management Institute
  • Industrial Design Society of America
  • Pharmaceutical Market Research Group