Cornell University Johnson at Cornell University

Intellectual Capital

Vithala R. Rao


Vithala R. Rao, Deane W. Malott Professor of Management and professor of marketing and quantitative methods, was honored with the Charles Coolidge Parlin Marketing Research Award by the American Marketing Association and the American Marketing Association Foundation. The award, established in 1945, recognizes distinguished academics and practitioners who have demonstrated outstanding leadership and sustained impact on advancing the evolving profession of marketing research over an extended period of time. Rao has shown tremendous innovation in bringing new marketing research methods and models to the discipline. His methodological innovations are widely used by firms, especially conjoint analysis, product positioning, and brand equity measurement.

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