Johnson Professor Receives Prestigious Marketing Science Award

Vithala Rao recognized for his contributions to the marketing discipline

Johnson Professor Receives Prestigious Marketing Science Award

Vithala R. Rao, the Deane W. Malott Professor of Management at the Samuel Curtis Johnson Graduate School of Management at Cornell University, received the top honor in the field of marketing science, when he was elected a Fellow of the INFORMS (Institute for Operations Research and Management Sciences) Society for Marketing Science.

Rao, a professor of marketing and quantitative management, was named a Fellow at the society's annual conference on June 8, 2012, at the Westin Copley Place Hotel in Boston. He joins a group of 20 Fellows elected by the society since it initiated the award in 2008, and the first Fellow named from Cornell University.

"Professor Vithala Rao has been a thought leader in the emerging discipline of marketing science for several decades," said Dominique M. Hanssens, the Bud Knapp Professor of Marketing at the University of California at Los Angeles Anderson School of Management, who presented the award. "The INFORMS Society of Marketing Science is proud to recognize Professor Vithala Rao as a Fellow."

Hanssens, a member of the award's selection committee, noted that Rao has published more than 120 articles in major journals on his research in areas such as market segmentation, conjoint measurement, multidimensional scaling, pricing, and branding. Rao has also co-authored or edited four books on new products, pricing, multidimensional scaling, and marketing strategy.

"Professor Rao has made some important contributions to the field," said Gerard J. Tellis, a previous INFORMS Fellow, who is professor and Neely Chair of American Enterprise at the University of Southern California's Marshall School of Business. "He is very enthusiastic and has the passion for research."

Rao has served on the editorial boards of several top journals, and been an associate editor of the Journal of Marketing Research since 2009 and a reviewer of Marketing Science since the publication's inception. He has also chaired the doctoral dissertations of several highly accomplished Cornell University and Johnson PhDs, including: Irene Rosenfeld '75, MS '77, PhD '80, the CEO of Kraft Foods; K. Sudhir, MS '97, PhD '98, the James L. Frank Professor of Marketing, Private Enterprise, and Management at the Yale School of Management; Natasha Zhang Foutz, MS '02 PhD '04, an assistant professor of commerce at the University of Virginia's McIntire School of Commerce; and Jaihak Chung, MS '00 PhD '01, professor of marketing, associate dean of Sogang Business School, Sogang University, Republic of Korea, and affiliate professor IESEG, France.

During his tenure at Cornell, Rao received several other awards, including the Faculty Research Award, 2000-01, given to the school's most productive scholar over the previous five years. In 2008, he received the Charles Coolidge Parlin Marketing Research Award from the American Marketing Association and the American Marketing Association Foundation, recognizing his outstanding leadership and sustained impact on advancing the profession of marketing research.

A professor at the Johnson School since 1977, Rao earned his doctorate in applied economics and marketing from the University of Pennsylvania's Wharton School. He holds a master's degree in sociology from the University of Michigan and a master's degree in mathematical statistics from the University of Bombay. He earned his bachelor of science in mathematics from Andhra University.

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