Vithala Rao

Vithala Rao Johnson SchoolMASB Advisor since 2017, Vithala R. Rao is the Deane Malott Professor of Management and Professor of Marketing and Quantitative Methods in the Samuel Curtis Johnson Graduate School of Management at Cornell University. He has published over 135 papers in top journals on topics including conjoint analysis and multidimensional scaling, pricing, bundle design, brand equity, market structure, corporate acquisition and linking branding strategies to financial performance.

Vithala received Johnson’s 2000-01 Faculty Research Award, the Marketing Science Institute’s 2005 Robert D. Buzzell Award for Best Paper, and the American Marketing Association’s 2008 Charles Coolidge Parlin Marketing Research Award. He was named ISMS Fellow in 2012 and AMA Fellow in 2016.

He holds master’s degrees in Mathematical Statistics from the University of Bombay and in Sociology from the University of Michigan, and a PhD in Applied Economics/Marketing from the University of Pennsylvania Wharton School.

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