Tygarajan Somasundaram, Ph.D.

Associate Professor of Marketing
Tygarajan Somasundaram, Ph.D.
Email
soma@sandiego.edu
Phone
(619) 260-4889
Office Location
Olin Hall 322
Website
http://home.sandiego.edu/~soma/
Degree
  • Ph.D. University of Wisconsin-Milwaukee, Marketing
  • MBA University of Saskatchewan, Canada, Marketing
  • MBA Panjab University, India, Marketing and Finance
  • B.A. University of Delhi, India, Economics (Honors) and Mathematics
Areas of Expertise
Marketing

Selected Publications

  • International Direct Marketing Strategy: A Comparison with Alternative Media, Journal of Direct Marketing
  • Rethinking a Global Media Strategy: A Four Country Comparison of Young-Adults' Perceptions of Media Specific Advertising, Journal of International Consumer Marketing
  • Physical attraction study - International
  • Emphasizing the Stereotype: The Role of Accent in Spokesperson Credibility and Purchase Intention, Journal of Advertising Research

Summary

Tyagarajan Somasundaram (Soma) joined the Marketing faculty in the School of Business Administration in 1988. Recently, he completed a course on Managing Brand Meanings at the Harvard Business School. Professor Somasundaram is active in consulting with tele-communication, semiconductor capital equipment, automotive and consumer packaged goods companies. His most recent consulting engagements were with Eli Lilly (www.lilly.com), Flextronics (www.flextronics.com), Nokia (www.nokia.com) and Cymer Inc (www.cymer.com). For Nokia, Professor Somasundaram presented to the Chief Technology Officer and Senior Vice President (CDMA) the results of his investigation into rapid developments in "middleware" and the strategic implications of wireless handset evolution into "thin clients". Somasundaram also studied for Flextronics the functional capabilities required in Personal Digital Assistants (PDAs) and wireless Smartphones over the next five years. He led a team that developed a technology roadmap for wireless data enabled devices that would have to be developed by Palm (www.palm.com), Motorola (www.motorola.com), Kyocera (www.kyocera-wireless.com), SONY-Ericsson (www.palm.com), Motorola (www.motorola.com),…