Image: N. Syam
Center for Sales and Customer Development, Marketing

N. Syam

Robert J. Trulaske, Sr. Professor, Associate Professor of Marketing and Director of Center for Sales & Customer Development
426 Cornell Hall

700 Tiger Avenue
Columbia, MO 65211

Professor Syam is the Director of the Center for Sales and Customer Development (CSCD), and the Robert J. Trulaske Sr. Associate Professor of Marketing at the Trulaske College of Business, University of Missouri - Columbia. Prior to joining the University of Missouri, he was an Associate Professor at the C. T. Bauer College of Business at the University of Houston.

Professor Syam’s research methodology includes building analytical models and also empirical analyses of field data and experimental data from the laboratory. His research on sales force management covers optimal sales compensation schemes, including setting sales quotas and designing sales contests, analytics for sales pipeline management, issues in team selling, issues in ‘inside vs outside’ sales etc. His work on innovation and product design focuses on firm-level strategies and consumer behaviours in product customization and product co-creation. His research has appeared in major journals such as Marketing Science, Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, Quantitative Marketing and Economics, and others. He is on the Editorial Board of the Journal of Retailing and has served on the Editorial Board of Marketing Science.

Dr. Syam does extensive executive teaching and company workshops and trainings on the topic of Enhancing Sales Manager Effectiveness and also on Competitive Marketing Strategy. He has received the Outstanding Teacher Award for Executive MBA teaching at the University of Missouri. Consistent with his Operations Research and Management Science background, Syam’s teaching and training strongly emphasizes an optimization-based analytics approach, using data, to address issue in salesforce management.

Over the last several years he has worked with many companies that are partners of the Center for Sales and Customer Development (CSCD) at the University of Missouri, and of the Sales Excellence Institute (SEI) at the University of Houston. Prior to joining academia, Professor Syam has worked in India for an international company.

His passion is international travel, especially to ancient archaeological sites around the world, and he tries to make a trip to least one new country each year.


BS, Mathematics, University of Delhi; MS, Mathematics, University of Delhi; MBA, Foreign Trade, Indian Institute of Foreign Trade; MS, Operations Research, University of Texas at Dallas; PhD, Management Science, University of Texas at Dallas        


Bert Paesbrugghe, Deva Rangarajan, Arun Sharma, Niladri Syam, (2018), “Personal Selling and the Purchasing Function: Where do We Go From Here?,” Journal of Personal Selling and Sales Management, Forthcoming.

Dinah Cohen-Vernik, Amit Pazgal and Niladri Syam, (2019), “Competing with co-created products”, International Journal of Research in Marketing, Forthcoming

Jeff Boichuk, Zach Hall, Ryan Mullins and Niladri Syam, (2018), “Generating and Sharing of Market Intelligence in Sales Teams: An Economic Social Network Perspective”, Journal of Personal Selling and Sales Management, Forthcoming.

Oksana Loginova and Niladri Syam, (2019) “Sourcing Co-Created Products: Should your Suppliers Collaborate on Cost Reductions?,” Review of Industrial Organization, Forthcoming.

Niladri Syam and Arun Sharma, (2018), “Waiting for a Sales Renaissance in the Fourth Industrial Revolution: Machine Learning and Artificial Intelligence in Sales Research and Practice,” Industrial Marketing Management.