Manoj Agarwal

Visiting Professor of Marketing

Professor Agarwal's research interests lie in the areas of brand equity, adoption of new products, bundling, and marketing and finance interface. His publications have dealt with issues in conjoint analysis, the impact of branding strategy on firm value, international market segmentation, and complexity in bundling decisions. He has consulted with a number of firms in the area of telecommunications including Motorola, Bell South, and Telstra. Agarwal is currently working on a MSI-funded project investigating the impact of CSR activities and branding strategies of firms on their market values. His research (with Johnson School Professor Vithala Rao) on branding and firm value won the 2005 Buzzell Best Paper Award from MSI.

Selected Publications

Agarwal, Manoj K. and Subimal Chatterjee (2003), "Complexity, Uniqueness, and Similarity in Between-Bundle Choice," Journal of Product and Brand Management, 12(6), 358-376.

Agarwal, Manoj K (2003), "Developing Global Segments and Forecasting Market Shares: A Simultaneous Approach Using Survey Data," Journal of International Marketing, 11(4), 56- 80.

Rao Vithala, Manoj K. Agarwal and Denise Dahlhoff. (2004) "How is Manifested Branding Strategy Related to the Intangible Value of a Corporation?" Journal of Marketing, 68(4), 126-141.

ma356@johnson.cornell.edu
302 Sage Hall
Johnson Graduate School of Management
Cornell University
Ithaca, NY 14853-6201
607-255-0317