Tygarajan Somasundaram, Ph.D.

Contact Information

Tygarajan Somasundaram, Ph.D.

Tygarajan Somasundaram, Ph.D.
Associate Professor of Marketing

Email | soma@sandiego.edu
Phone | (619) 260-4889
Office | Olin Hall 322

    Associate Professor of Marketing

    • 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

    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), Kyocera (www.sonyericsson.com) and Hewlett-Packard (www.hp.com) by integrating their product design and manufacturing strategies with ODMs (Acer, Leo, HTC, Legend) in China, Taiwan and Korea.

    Somasundaram teaches Marketing Management and Consumer Behavior courses in USD's School of Business Administration. Recently he taught a course on Strategic Alliances and Technology Transfer in Emerging Markets in Beijing and Shanghai. His academic interests are brand valuation and brand equity, consumer satisfaction and the role of warranties and other cues on perceptions of product quality. Prior to enrolling in the Ph.D. program, Somasundaram held brand management and field sales management positions in India and Nigeria.

    Selected Current Research

    Conference Proceeding

    Somasundaram, T. (1994). An Investigation of the Relationship between Consumer Satisfaction, Perceived Service Quality and Purchase Intentions. The Western Decision Sciences Institute (1994), 259-261.

    Mayer, M.,Ronchetto, J.,Somasundaram, T.,Brown, J. (1993). Assessing the Quality of an MBA Program: An Application of SERVQUAL. Western Marketing Educators Association, 1993

    Somasundaram, T. (1993). Consumers Reaction to Product Failure: Impact of Product Involvement and Knowledge. Advances in Consumer Research, 20

    Somasundaram, T. (1993). Consumers use of Warranty Information as Signals of Product Reliability and Overall Quality: Impact of Product Involvement and Knowledge on Product Attitudes and Purchase Intentions. Western Decision Sciences Institute, 1993

    Somasundaram, T. (1991). Impact of Product Involvement and Knowledge on Consumers Reaction to Product Failure". Western Decision Sciences Institute

    Somasundaram, T.,Light, D. (1991). A Cross Cultural and Media Specific Analysis of Student Attitudes toward Advertising" in Enhancing Knowledge Development in Marketing. Amaerican Marketing Association

    Journal Article, Academic Journal

    Ivanic, A.,Bates, K.,Somasundaram, T. (2014). The Role of the Accent in Radio Advertisements to Ethnic Audiences: Does Emphasizing Ethnic Stereotypes Affect Spokesperson Credibility and Purchase Intention?. Journal of Advertising Research, 54 (4), 407-419.

    Light, D.,Somasundaram, T. (1994). International Direct Marketing Strategy: A Comparison with Alternative Media. Journal of Direct Marketing, 8 (1), 71-78.

    Somasundaram, T.,Light, D. (1994). Rethinking a Global Media Strategy: A Four Country Comparison of Young-Adults' Perceptions of Media Specific Advertising. Journal of International Consumer Marketing, 7 (1), 23-38.