Vithala R. Rao

Cornell University - Samuel Curtis Johnson Graduate School of Management

Ithaca, NY 14853

United States

SCHOLARLY PAPERS

21

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CITATIONS
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11

Scholarly Papers (21)

1.

Early Adoption of Modern Grocery Retail in an Emerging Market: Evidence from India

Johnson School Research Paper Series No. 27-2012
Number of pages: 44 Posted: 05 Jul 2012 Last Revised: 27 Mar 2015
Vishal Narayan, Vithala R. Rao and K. Sudhir
NUS Business School, Cornell University - Samuel Curtis Johnson Graduate School of Management and Yale School of Management
Downloads 547 (40,983)

Abstract:

Emerging Markets, Retailing, Middle Class, Segmentation, Socioeconomic Status

2.

New Product Preannouncement as a Signaling Strategy: An Audience-Specific Review and Analysis

Johnson School Research Paper Series No. 05-08
Number of pages: 36 Posted: 18 Apr 2008
Vithala R. Rao and Meng Su
Cornell University - Samuel Curtis Johnson Graduate School of Management and Guanghua School of Management
Downloads 361 (59,322)

Abstract:

New product preannouncement; signaling strategy; new product decisions

3.

How Peer Influence Affects Attribute Preferences: A Bayesian Updating Mechanism

Marketing Science, Forthcoming, Johnson School Research Paper Series No. 20-2011
Number of pages: 48 Posted: 29 Oct 2010 Last Revised: 27 Mar 2011
Vishal Narayan, Vithala R. Rao and Carolyne Saunders
NUS Business School, Cornell University - Samuel Curtis Johnson Graduate School of Management and Cornell University - Samuel Curtis Johnson Graduate School of Management
Downloads 260 (90,211)
Citation 1

Abstract:

Preference Revision, Bayesian Updating, Attribute Preference Uncertainty, Social Networks, Social Influence, Conjoint Analysis, Bayesian Estimation

4.

Promoting Growth and Innovation Through Acquisition: A Choice Modeling Approach

Johnson School Research Paper Series No. #31-09
Number of pages: 53 Posted: 24 Jun 2009 Last Revised: 21 Jan 2016
Yu Yu and Vithala R. Rao
AIG and Cornell University - Samuel Curtis Johnson Graduate School of Management
Downloads 242 (100,785)

Abstract:

acquisition, choice modeling, synergy, growth, innovation and pharmaceuticals

5.

A General Consumer Preference Model for Experience Products: Application to Internet Recommendation Services

Johnson School Research Paper Series No. 49-2011
Number of pages: 77 Posted: 04 Nov 2011 Last Revised: 19 Dec 2011
Chung Jaihak and Vithala R. Rao
Professor and Cornell University - Samuel Curtis Johnson Graduate School of Management
Downloads 229 (89,903)

Abstract:

Consumer Model for Stated/Revealed Preference Data, Recommendation Systems, Virtual Experts, Experience Products, Bayesian estimation, MCMC Simulation

6.

Slotting Allowances: An Empirical Investigation

Number of pages: 37 Posted: 24 Jun 2004
K. Sudhir and Vithala R. Rao
Yale School of Management and Cornell University - Samuel Curtis Johnson Graduate School of Management
Downloads 196 (123,742)

Abstract:

Slotting Allowances, New Products, Retailing, Signaling, Asymetric Information, Risk Sharing

7.

What is Advertising Content Worth? Evidence from the Motion Pictures Industry

Johnson School Research Paper No. 45-2011
Number of pages: 35 Posted: 03 Nov 2011
Suman Basuroy, Vithala R. Rao and S. Abraham Ravid
University of Oklahoma - Division of Marketing, Cornell University - Samuel Curtis Johnson Graduate School of Management and Yeshiva University - Syms School of Business
Downloads 148 (138,137)
Citation 1

Abstract:

8.

Effects of Channel Power on Trade Promotion Budget and Allocation: A Market Experimental Analysis

Johnson School Research Paper Series No. #18-09
Number of pages: 37 Posted: 29 Jun 2009
Vithala R. Rao, Hong Yuan and Miguel Ignacio Gomez
Cornell University - Samuel Curtis Johnson Graduate School of Management, University of Illinois at Urbana-Champaign - College of Business and Cornell University - Food Industry Management Program
Downloads 92 (232,633)

Abstract:

9.

Inferring Market Structure from Customer Response to Competing and Complementary Products

Marketing Letters 13:3, 221–232, 2002,
Number of pages: 12 Posted: 14 Feb 2014
affiliation not provided to SSRN, University of Iowa - Henry B. Tippie College of Business, San Francisco State University, University of Delaware - Alfred Lerner College of Business and Economics, Loma Buena Associates, University of North Carolina Kenan-Flagler Business School, Rutgers, The State University of New Jersey (Deceased), Sawtooth Software, Rice University, University of Michigan, Stephen M. Ross School of Business, Vienna University of Economics and Business, Cornell University - Samuel Curtis Johnson Graduate School of Management and Texas A&M University - Mays Business School
Downloads 16 (426,449)
Citation 5

Abstract:

market structure analysis, competition, complementary products, product class definition

10.

An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future

Customer Needs and Solutions, Vol. 2, pp. 19-40, 2015
Posted: 18 Jun 2016
University of Regina, Pennsylvania State University, Georgia Institute of Technology - Scheller College of Business and Cornell University - Samuel Curtis Johnson Graduate School of Management

Abstract:

Conjoint analysis, Measurement, Preference, Utility functions

11.

Deriving Joint Space Positioning Maps from Consumer Preference Ratings

Marketing Letters, Volume 22, Issue 1, pp 1-14 (2011)
Posted: 17 Jun 2016
Wayne S. DeSarbo, Joonwook Park and Vithala R. Rao
Pennsylvania State University, Southern Methodist University (SMU) and Cornell University - Samuel Curtis Johnson Graduate School of Management

Abstract:

Positioning, Method of ordered successive categories, Maximum likelihood multidimensional scaling, Consumer preference analysis, Sports utility vehicles

12.

A Friction Model for Describing and Forecasting Price Changes

Marketing Science Vol. 6, No. 4, pp. 299-319, Fall 1987
Number of pages: 21 Posted: 27 May 2016
Pennsylvania State University, Cornell University - Samuel Curtis Johnson Graduate School of Management, New York University (NYU) - Department of Marketing, University of Pennsylvania - Marketing Department and New York University (NYU)
Downloads 0 (514,037)
Citation 3

Abstract:

friction model, price changes, price reaction, description, forecasting

13.

Genfold2: A General Unfolding Methodology for the Analysis of Preference/Dominance Data

Advances in Psychology, Volume 60 New Developments in Psychological Choice Modeling, Pages 57–75,
Number of pages: 19 Posted: 27 May 2016
Wayne S. DeSarbo and Vithala R. Rao
Pennsylvania State University and Cornell University - Samuel Curtis Johnson Graduate School of Management
Downloads 0 (514,037)

Abstract:

14.

A Customized Market Response Model: Development, Estimation, and Empirical Testing

Journal of the Academy of Marketing Science, Volume 16, Issue 1, pp 128-140, 1988
Number of pages: 13 Posted: 27 May 2016
Vithala R. Rao, Yoram Jerry Wind and Wayne S. DeSarbo
Cornell University - Samuel Curtis Johnson Graduate School of Management, University of Pennsylvania - Marketing Department and Pennsylvania State University
Downloads 0 (499,093)

Abstract:

15.

A Constrained Unfolding Methodology for Product Positioning

Marketing Science, Vol. 5, No. 1, pp. 1-19, 1986
Number of pages: 19 Posted: 25 May 2016
Wayne S. DeSarbo and Vithala R. Rao
Pennsylvania State University and Cornell University - Samuel Curtis Johnson Graduate School of Management
Downloads 0 (514,037)
Citation 1

Abstract:

Product Positioning, Optimal Product Design, Multidimensional Unfolding, Preference Models

16.

GENFOLD2. A Set of Models and Algorithms for the GENeral UnFOLDing Analysis of Preference/Dominance Data

Journal of Classification, Volume 1, Issue 1, pp 147-186, 1984
Number of pages: 40 Posted: 11 May 2016
Wayne S. DeSarbo and Vithala R. Rao
Pennsylvania State University and Cornell University - Samuel Curtis Johnson Graduate School of Management
Downloads 0 (514,037)

Abstract:

Multidimensional scaling, Unfolding analysis, Preference models

17.

Incorporating Group-Level Similarity Judgments in Conjoint Analysis

Journal of Consumer Research, Vol. 5, No. 3, 1978, pp. 187-193
Number of pages: 8 Posted: 06 Feb 2016
Paul E. Green, Vithala R. Rao and Wayne S. DeSarbo
University of Pennsylvania, The Wharton School, Marketing Department (Deceased), Cornell University - Samuel Curtis Johnson Graduate School of Management and Pennsylvania State University
Downloads 0 (527,891)

Abstract:

18.

Choosing the Right Target: Relative Preferences for Resource Similarity and Complementarity in Acquisition Choice

Yu, Yu, Nita Umashankar, and Vithala Rao (2016), “Choosing the Right Target: Relative Preference for Resource Similarity versus Complementarity in Acquisition Choice,” Strategic Management Journal. DOI: 10.1002/smj.2416.,
Posted: 21 Jan 2016
Yu Yu, Nita Umashankar and Vithala R. Rao
AIG, Georgia State University and Cornell University - Samuel Curtis Johnson Graduate School of Management

Abstract:

acquisition, similarity, complementarity, innovation, choice model

19.

Anticipated versus Actual Synergy in Merger Partner Selection and Post-Merger Innovation

Marketing Science, Forthcoming
Posted: 11 Oct 2015
Vithala R. Rao, Yu Yu and Nita Umashankar
Cornell University - Samuel Curtis Johnson Graduate School of Management, AIG and Georgia State University

Abstract:

merger, innovation, synergy, roommate matching model, empirical models, MCMC method

20.

Structural Analysis of Competitive Behavior: New Empirical Industrial Organization Methods in Marketing

International Journal of Research in Marketing, Vol. 18, No. 1-2, pp 161-186, 2001
Posted: 16 Jan 2002
Vrinda Kadiyali, K. Sudhir and Vithala R. Rao
Cornell University - Samuel Curtis Johnson Graduate School of Management, Yale School of Management and Cornell University - Samuel Curtis Johnson Graduate School of Management

Abstract:

New Empiricial Industrial Organization, Structural Models, Competition

21.

Structural Analysis of Manufacturer Pricing in the Presence of a Strategic Retailer

International Journal of Research in Marketing, June 2001
Posted: 23 Oct 2001
K. Sudhir, Vrinda Kadiyali and Vithala R. Rao
Yale School of Management, Cornell University - Samuel Curtis Johnson Graduate School of Management and Cornell University - Samuel Curtis Johnson Graduate School of Management

Abstract:

Structural Models, Horizontal Strategic Interaction, Vertical Strategic Interaction, Retailer Pricing, Promotional Planning, New Empirical Industrial Organization