Tygarajan Somasundaram

Associate Professor of Marketing
Tygarajan Somasundaram
(619) 260-4889
Office Location
Olin Hall 322
  • PhD, University of Wisconsin-Milwaukee, Marketing
  • MBA, University of Saskatchewan, Canada, Marketing
  • MBA, Panjab University, India, Marketing and Finance
  • BA, University of Delhi, India, Economics (Honors) and Mathematics
Areas of Expertise

Selected Publications

  • 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
  • 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


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. Somasundaram is active in consulting with telecommunication, semiconductor capital equipment, automotive and consumer packaged goods companies. His most recent consulting engagements were with Eli Lilly, Flextronics, Nokia and Cymer. For Nokia, 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 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, Motorola, Kyocera, SONY-Ericsson (www.palm.com), Motorola, Kyocera and Hewlett-Packard by integrating their product design and manufacturing strategies with ODMs (Acer,…