Prof. Vithala R. Rao
Johnson College of Business, Cornell University
United States of America
Vithala R. Rao is the Deane Malott Professor of Management Emeritus at the Johnson College of Business, Cornell University. His scholarly contributions span several topics including conjoint analysis and pricing, trade promotions, market structure, corporate acquisition, brand equity, recommendation systems, and experience products. He published numerous papers in top academic journals such as Journal of Marketing Research, Marketing Science, Journal of Marketing, Journal of Consumer Research, Management Science, International Journal of Research in Marketing, and Journal of . He is the recipient of the Parlin award from the American Marketing Association (AMA) and the Ziegel Award from Technometrics for his book, Applied Conjoint Analysis. He is the author or editor of six books in marketing including Pricing Research in Marketing. He is an elected Fellow of the INFORMS Society of Marketing Science and The American Marketing Association.