Vithala R. Rao
Professor Rao's interests lie in the development and application of analytical models for marketing research and marketing strategy. His publications have dealt with such topics as dynamic pricing; product positioning and product design; application of multidimensional scaling and conjoint models for the analysis of consumer preferences and perceptions; market structure analysis; brand equity; acquisition; and evaluation of subsets of multi-attributed items. He has consulted for various industrial firms and is currently engaged in research on issues associated with preannouncement strategies, price bundling, choices of bundles, resource allocation, and competitive reactions.
Since joining the Johnson School in 1970, he has published nearly 100 articles and five books; most recently (with Joel Steckel) The New Science of Marketing (1995) and Analysis for Strategic Marketing (1998). He received the Johnson School's Exceptional Research Award in 2000-01.
Selected Publications
Eliciting Preference for Complex Products: A Web-Based Upgrading Approach (With Young-Hoon Park and Min Ding, Journal of Marketing Research (Forthcoming).
Developments in Conjoint Analysis. This is a chapter for the book, Marketing Decision Models edited by Berend Wierenga to be published by Springer (Forthcoming).
New Product Preannouncement as a Signaling Strategy: An Audience-Specific Review and Analysis, Journal of product innovation management (Forthcoming)
Empirical Analysis of Budget and Allocation of Trade Promotions in the US Supermarket Industry (with Miguel Gomez and Ed McLaughlin), Journal of Marketing Research, August 2007.
Linking Brand Equity and Customer Equity (with Robert Leone et al.), Journal of Service Research, November 2006.
Slotting Allowances: An Empirical Investigation (with K. Sudhir), Journal of Marketing Research, May 2006.
Models of Multi-Category Choice Behavior (with P.B. Seetharaman et al.), Marketing Letters, 2005.
Bundles of Multi-attributed Items: Modeling Perceptions, Preferences, and Choice in S. Albers (ed.) Cross-functional Innovation Management, Gabler, 2004.
Comments on Conjoint Analysis with Partial Profiles, Journal of Marketing Research, November 2004.
How is Manifested Branding Strategy Related to the Intangible Value of a Corporation? (With M.K. Agarwal and D. Dahlhoff). Journal of Marketing, October 2004.
Conjoint Analysis, Related Modeling, and Application (with J.R. Hauser) in Y. Wind and P.E. Green (eds.) Market Research and Modeling: Progress and Prospects, Kluwer Academic Publishers. 2004.
vrr2@cornell.edu
351 Sage Hall
Johnson Graduate School of Management
Cornell University
Ithaca, NY 14853-6201
607-255-3987
