Vithala R. Rao

Vithala R. Rao is the Deane Malott Professor of Management and Professor of Marketing and Quantitative Methods at Samuel Curtis Johnson Graduate School of Management, Cornell University. He is known for his work on marketing research, conjoint analysis and multidimensional scaling.[3] He is a Fellow of the American Marketing Association.[4][5][6]

Vithala Rajeswara Rao
Nationality	United States
Title	Deane Malott Professor
Academic background
Education	University of Pennsylvania University of Michigan University of Bombay Andhra University
Thesis	The Salience of Price in the Perception and Evaluation of Product Quality (1970)
Doctoral advisor	Paul E. Green
Academic work
Discipline	Marketing
Institutions	Cornell University
Doctoral students	Irene Rosenfeld[1][2]
Website	https://www.johnson.cornell.edu/Faculty-And-Research/Profile?id=vrr2

Books

• Applied Conjoint Analysis, 2014
• Applied Multidimensional Scaling: A Comparison of Alternative Approaches and Algorithms, (with P.E. Green), New York: Holt, Rinehart and Winston, Inc., 1972.

Selected research publications

• Rao, Vithala R., Manoj K. Agarwal, and Denise Dahlhoff. "How is manifest branding strategy related to the intangible value of a corporation?." Journal of Marketing 68, no. 4 (2004): 126-141
• Chung, J. and Rao, V.R., 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), pp. 115–130.
• Rao, Vithala R., and Darius Jal Sabavala. "Inference of hierarchical choice processes from panel data." Journal of Consumer Research 8, no. 1 (1981): 85-96.
• Green, Paul E., and Vithala R. Rao. "Conjoint measurement for quantifying judgmental data." Journal of Marketing research (1971): 355-363.
• Green, Paul E., and Vithala R. Rao. "Rating scales and information recovery. How many scales and response categories to use?." The Journal of Marketing (1970): 33-39.

References

1. "'Tips to the top' from alumna CEO Irene Rosenfeld - Cornell Chronicle". news.cornell.edu.
2. London, By James Quinn in New York and Amy Wilson in. "Irene Rosenfeld: Kraft Foods's chief executive has a history of high achievement".
3. Cornell, Johnson at. "Johnson at Cornell > Faculty And Research > Profile". www.johnson.cornell.edu.
4. "2016 AMA Fellow Inductees Announced". www.ama.org.
5. Cornell, Johnson at. "Johnson Professor Vithala R. Rao Named Fellow of American Marketing Association". www.johnson.cornell.edu.
6. "AMA Fellows". www.ama.org.