Vithala R. Rao

Deane W. Malott Professor of Management

Professor of Marketing and Quantitative Methods

PhD, Wharton

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.

Professor Rao's vita

Research and Teaching

Selected Publications

Rao, V. R., Agarwal, M.K., Dalhoff, D (2004). "How Is Manifest Branding Strategy Related to the Intangible Value of a Corporation?" Journal of Marketing 68(4): 126-141.

Rao, V. R. and J. R. Hauser (2004). "Conjoint Analysis, Related Modeling, and Application." in Market Research and Modeling: Progress and Prospects: A Tribute to Paul Green. Y. Wind and P. E. Green, Eds., Kluwer Academic Publishers: 141-168.

Chung, J. and V. R. Rao (2003). "A General Choice Model for Bundles with Multiple-Category Products: Application to Market Segmentation and Optimal Pricing for Bundles." Journal of Marketing Research 40(2): 115-130.

Kadiyali, V., K. Sudhir and V. R. Rao (2001). "Structural Analysis of Competitive Behavior: New Empirical Industrial Organization Methods in Marketing." International Journal of Research in Marketing 18(1-2): 161-186.

Bradlow, E. T. and V. R. Rao (2000). "A Hierarchical Bayes Model for Assortment Choice." Journal of Marketing Research 37(2): 259-268.

Rao, V. R. and H. Sattler (2000). "Measurement of Price Effects with Conjoint Analysis: Separating Informational and Allocative Effects of Price" in Conjoint Measurement: Methods and Applications. A. Gustafson, A. Herrmann and F. Huber, Eds. Berlin, Springer: 47-66.

vrr2@cornell.edu
351 Sage Hall
Johnson Graduate School of Management
Cornell University
Ithaca, NY 14853-6201
607-255-3987