Johnson Professor Vithala R. Rao Named Fellow of American Marketing Association
recognized for scholarly contributions to marketing discipline and service
Vithala R. Rao, Deane W. Malott Professor of
Management and professor of marketing at Johnson at Cornell University has been
named an American Marketing Association (AMA)
Fellow. The honor
recognizes scholars for significant contributions to the research, theory,
and practice of marketing, and/or to the service and activities of the AMA over
a prolonged period of time. Rao will be inducted as a fellow at the Winter
Marketing Academic Conference in February 2016.
Rao has been
a consistent and innovative contributor to marketing research and theory for 45
years, said Sachin Gupta, Henrietta Johnson Lewis Professor of Management,
professor of marketing, and director of graduate studies at Johnson.
“I admire two aspects of his scholarship and
personality most,” Gupta said. “First is his dedication to the training and
development of Ph.D. students. When I was a doctoral student I benefited from Vithala’s
advice on teaching, research and career related issues. Since then, my own Ph.D.
students have sought his counsel on many occasions. Second, Professor Rao is
always very generous with his time.”
2012, Rao earned one of the top honors in the marketing field, when he received
the Fellow Award of the INFORMS (Institute for Operations Research and
Management Sciences) Society for Marketing Science. He is one of 23 scholars to be honored with
the award, since it began in 2008, and he was the first named from Cornell
Rao is one of only eight to be recognized with both
the INFORMS Fellow Award and the AMA Fellowship.
criteria are considered in selecting fellows of the AMA, which publishes three
top academic journals in the marketing and public policy disciplines. Contributions
to marketing scholarship are the most important criterion considered in
the evaluation process. A nominee’s research should have had a major impact on
marketing thought, theory, education, practice or other research. Creativity
and innovation are the second criteria. These may take a variety of forms, such
as in the development of new marketing theories or ways to analyze or utilize
Service and participation within AMA represents the third criteria.
Nominees must be members of the AMA in good standing, and with a history of
contributions and participation. These contributions can include editing AMA journals, AMA
editorial review board membership, conference or track chairs at an AMA
conference, and similar.
Rao has published
more than 135 papers on marketing topics, including conjoint analysis and
multidimensional scaling, pricing, bundle design, brand equity, market
structure, corporate acquisition and linking branding strategies to financial
performance. His current work includes competitive bundling, diffusion of
attribute information for new products, and trade promotions. His papers have
appeared in the Journal of Marketing Research, Marketing Science, Management
Science, Journal of Marketing, and Journal of Consumer Research, among others.
the 2008 Charles Coolidge Parlin Marketing Research Award presented by the
American Marketing Association and the American Marketing Association Foundation
recognizing his “outstanding leadership and sustained impact on advancing the
evolving profession of marketing research over an extended period of time.”
Johnson at Cornell University in 1970, after earning his PhD in applied
economics and marketing from the University of Pennsylvania, Wharton School. He
has been a visiting professor at the Yale School of Management, Columbia
Business School, and Fuqua School of Business at Duke University, Wharton
School, and others. He currently teaches marketing strategy to MBA students and
leads a doctoral seminar in quantitative marketing models for PhD students.