Dr Vithala R. Rao


Area: Mentor, Vithala R. Rao Center of Excellence for Business Analytics

Vithala R. Rao is the Deane Malott Professor of Management Emeritus and Professor of Marketing and Quantitative Methods, Samuel Curtis Johnson Graduate School of Management, Cornell University, Ithaca, New York. He is well known for his scholarly contributions to several topics including conjoint analysis and multidimensional scaling, trade promotions, pricing, market structure, corporate acquisition, brand equity, Internet recommendation systems, and experience products. His numerous papers have appeared in such journals as Journal of Marketing Research, Marketing Science, Journal of Marketing, Journal of Consumer Research, and Management Science. He served on the editorial boards of various top journals in marketing.

Professor Rao received the 2008 Charles Coolidge Parlin Marketing Research Award presented by the American Marketing Association Foundation. In 2012, he was elected Fellow of the INFORMS Society of Marketing Science and in 2016 he was elected American Marketing Association Fellow. He received the 2017 Churchill Award lifetime achievement in marketing research. He is the author or editor of six books in marketing including Pricing Research in Marketing and a recently published book, Applied Conjoint Analysis (2014) for which he received the Ziegel Award from Technometrics in 2016. He has consulted for several corporations in the US and abroad as an Advisor and Seminar Leader. He was a visiting professor for short periods at various universities in the United States and abroad.

His current research spans such topics as estimating heterogeneous attribute effects, product design using copulas, problems in product bundling and bargaining in distribution channels.