Vithala R. Rao

Cornell University - Samuel Curtis Johnson Graduate School of Management

Ithaca, NY 14853

United States

  • Cornell University - Samuel Curtis Johnson Graduate School of Management

SCHOLARLY PAPERS

22

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Top 18,700

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20

CROSSREF CITATIONS

47

Scholarly Papers (22)

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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 628 (74,426)
Citation 2

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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 460 (109,152)
Citation 5

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New product preannouncement; signaling strategy; new product decisions

3.

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 402 (127,710)
Citation 5

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

4.

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 315 (166,731)
Citation 1

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

5.

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 284 (185,768)
Citation 1

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

6.

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 256 (206,252)
Citation 5

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7.

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 245 (215,299)

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

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 120 (397,106)

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9.

Strategic Modular Innovation

Number of pages: 40 Posted: 10 May 2023
Saleh Zakerinia, Nathan Yang and Vithala R. Rao
Cornell University - SC Johnson Graduate School of Business, Cornell University and Cornell University - Samuel Curtis Johnson Graduate School of Management
Downloads 86 (498,527)

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Cooperative Innovation; Innovation Foreclosure and Preemption; Research and Development; Standardization; Strategic Incentives

10.

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 64 (588,395)

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11.

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
Terry Elrod, Gary Russell, Allan Shocker, Rick Andrews, Lynd D. Bacon, Barry L. Bayus, J. Carroll, Richard Johnson, Wagner A. Kamakura, Peter Lenk, Peter Lenk, Josef Mazanec, Vithala R. Rao and Venkatesh Shankar
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 BusinessUniversity of Michigan, Vienna University of Economics and Business, Cornell University - Samuel Curtis Johnson Graduate School of Management and Texas A&M University - Mays Business School
Downloads 43 (703,921)

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

12.

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 39 (731,050)

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

13.

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
Wayne S. DeSarbo, Vithala R. Rao, Joel Steckel, Yoram Jerry Wind and Richard Colombo
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 34 (767,049)
Citation 2

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

14.

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 31 (790,164)

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Multidimensional scaling, Unfolding analysis, Preference models

15.

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 25 (839,618)

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16.

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 22 (866,427)

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17.

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
James Agarwal, Wayne S. DeSarbo, Naresh K. Malhotra and Vithala R. Rao
University of Regina, Pennsylvania State University, Georgia Institute of Technology - Scheller College of Business and Cornell University - Samuel Curtis Johnson Graduate School of Management

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Conjoint analysis, Measurement, Preference, Utility functions

18.

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, University of Kentucky - Marketing and Supply Chain and Cornell University - Samuel Curtis Johnson Graduate School of Management

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

19.

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

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acquisition, similarity, complementarity, innovation, choice model

20.

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

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

21.

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

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

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New Empiricial Industrial Organization, Structural Models, Competition

22.

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

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

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