Vithala R. Rao

Vithala R. Rao

Area Coordinator of Marketing
Deane W. Malott Professor of Management
Professor of Marketing

351 Sage Hall
Samuel Curtis Johnson Graduate School of Management
Cornell University
Ithaca, NY 14853-6201
Phone: 607-255-3987

Vithala R. Rao is the Deane Malott Professor of Management and Professor of Marketing and Quantitative Methods, Samuel Curtis Johnson Graduate School of Management, Cornell University, Ithaca, New York. He holds master’s degrees in mathematical statistics from the University of Bombay and in sociology from the University of Michigan, and a Ph.D. in applied economics/marketing from the Wharton School of the University of Pennsylvania.

He has published over one hundred and twenty five papers on several 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.

He received Johnson's 2000-01 Faculty Research Award and the 2005 Robert D. Buzzell Award for the Best Paper by the Marketing Science Institute. He recently received 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”.

He is the co-author of Applied Multidimensional Scaling, Decision Criteria for New Product Acceptance and Success, Analysis for Strategic Marketing, and he edited a volume of research papers entitled “Handbook of Pricing Research in Marketing”. He recently published a book, Applied Conjoint Analysis.

He serves on the editorial boards of Customer Needs and Solutions (as a Senior Editor), Journal of Marketing (as an Associate Editor), Journal of Marketing Research (as a reviewer), Marketing Science (as a reviewer) and Journal of Business-to-Business Marketing (as a reviewer). He is also an ad hoc reviewer for several journals including Management Science. He is currently the Chair of the Marketing Strategy Committee of INFORMS.

Professor Rao has taught at several other schools including the Fuqua School of Business of Duke University, Columbia Graduate School of Business and the Indian School of Business, Hyderabad.

Curriculum Vitae (CV)

Click here to view the curriculum vitae (PDF document).

Accepted Papers

  • Narayan, Vishal; Rao, Vithala R.; Sudhir, K..  "Early Adoption of Modern Grocery Retail in an Emerging Market: Evidence from India"  Marketing Science  (Accepted)

Published Papers

Working Papers

  • Kim, H.; Rao, Vithala R..  "A Conjoint Analysis of Sequential and Simultaneous Bundle Choices"

  • Rao, Vithala R.; Su, Meng.  "A Continuous Conjoint Analysis for Adoption of New Products with Evolutional Attributes"

  • Eliashberg, Jehoshua D; Rao, Vithala R.; Shankar, S.  "A Market Demand Model for a Preannounced Product"

  • Haldar, S; Rao, Vithala R..  "A Simultaneous Approach for Modeling Judgment and Choice"

  • Shah, Rajesh K; Rao, Vithala R..  "Bargaining Model for Allocation of Trade Promotion Budget"

  • Kartono, Benjamin; Rao, Vithala R..  "Brand Bundling: The Role of Brand Equity in Bundle Choice"

  • Kartono, Benjamin; Rao, Vithala R..  "Brand Equity Measurement: A Review and Integrative Framework"

  • Yu, Yu; Umashankar, N.; Rao, Vithala R..  "Choosing the Right Target: Relative Preferences for Resource Similarity and Complementarity in Acquisition Choice"

  • Zhang, Natasha; Rao, Vithala R.; Yang, Sha.  "Incorporating Consumer Reference Effects into a Conjoint Analysis"

  • Kartono, Benjamin; Rao, Vithala R..  "Linking Consumer-Based Brand Equity to Market Performance: An Integrated Approach to Brand Equity Management"

  • Rao, Vithala R.; Yu, Yu.  "Measuring the Impact of Mergers on Innovation with a Matching Model"

  • Chen, J.; Rao, Vithala R..  "Perception Spillover and Cross-Category Interdependence"

  • Kim, H.; Rao, Vithala R..  "Value Based Customer Segmentation in Social Networks"

  • Basuroy, Sumon; Ravid, Abraham; Rao, Vithala R.; Chen, J..  "What is Advertising Content Worth? Evidence from the Motion Pictures Industry"

Scholarly Books


Book Chapters