Robert J. Trulaske Sr., College of Business, University of Missouri

People Directory

N. Syam

Robert J. Trulaske, Sr. Professor, Associate Professor of Marketing and Director
Center for Sales and Customer Development
Cornell Hall
(573) 882-9727

Professor Syam is 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 at the 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.


Ph.D. in Management Science, University of Texas at Dallas, TX, U.S.A.
MS in Operations Research, University of Texas at Dallas, TX, U.S.A.
MBA in Foreign Trade, Indian Institute of Foreign Trade, Delhi, India,
BS and MS in Mathematics, University of Delhi, Delhi, India


Journal Articles

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

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

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.

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.

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, Forthcoming.

Ashutosh Patil and Niladri Syam, (2018), “How do Specialized Personal Incentives Enhance Sales Performance? The Benefits of Steady Sales Growth”, Journal of Marketing, Forthcoming.

Paesbrugghe, Bert, Rangarajan,Deva, Sharma, Arun, Syam, Niladri and Jha, Subhash, (April 2017), "Purchasing-Driven Sales: Matching Sales Strategies to the Evolution of the Purchasing Function" Industrial Marketing Management, Volume 62, April, pp 171-184.

Chennamaneni, Pavan, Echambadi, Raj, Hess, James D., Syam, Niladri, (2016), "Diagnosing Harmful Collinearity in Moderated Regressions: A Roadmap" International Journal of Research in Marketing, Volume 33, Issue 1, March, pp 172-182.

Syam, Niladri, Hess, James D. & Yang, Ying (2016), "Can Sales Uncertainty Increase Firm Profits?" Journal of Marketing Research, April, Vol. 53 Issue 2, pp 199-206.

Mullins, Ryan and Niladri B. Syam (2014), “Manager-Salesperson Congruence in Customer Orientation and Job Outcomes-The Bright and Dark Sides of Leadership in Aligning Values”, Journal of Personal Selling and Sales Management, Vol 34, Issue 3, pp 188-205.

Syam, Niladri B. and Amit Pazgal (2013), "Co-Creation with Production Externalities", Marketing Science, Vol 32, No 5, Sept-Oct, pp 805-820.

Yang, Ying, Niladri Syam and James Hess (2013), “Thrill of Victory and Agony of Defeat: Emotional Rewards and Sales Force Compensation” Quantitative Marketing and Economics, Vol 11, pp 379–402.

Syam, Niladri B., James Hess and Ying Yang (2012), “Sales Contests versus Quotas with Imbalanced Territories”, Marketing Letters, October.

Arora, Neeraj, Xavier Dreze, Anindya Ghose, James D. Hess, Raghuram Iyengar, Bing Jing,Yogesh Joshi, V. Kumar, Nicholas Lurie,Scott Neslin, S. Sajeesh, Meng Su, Niladri Syam, Jacquelyn Thomas and Z. John Zhang (2008), “Putting One-to-One marketing to work: Personalization, Customization, and Choice” Marketing Letters, 19, pp 305–321.

Syam, Niladri B., Partha Krishnamurthy, and James Hess (2008), “That’s What I Thought I Wanted? Miswanting and Regret for a Standard Good in a Mass Customized World”, Marketing Science, Vol 25, No 3, May-June, pp 379-397.

Syam, Niladri B. and Nanda Kumar (2006), “On Customized Goods, Standard Goods, and Competition”, Marketing Science, Vol 25, No 5, Sept-Oct, pp 525-537

Syam, Niladri B., Ranran Ruan and James Hess (2005), “Customized Products: A Competitive Analysis” Marketing Science, Vol 24, No 4, Fall, pp 569-584

Rao, Ram C. and Niladri B. Syam (2001), “Equilibrium Price Communication and Unadvertised Specials by Competing Supermarkets” Marketing Science, Vol 20, No 1, Winter pp 61-81

Syam, Niladri B. and Benedict Dellaert (2001), “Consumer-Producer Interaction: A Strategic Analysis of the Market for Customized Products” Review of Marketing Science, Working Paper Series, Vol 1, Issue 1, August.