RajSrivastava.com
Rajendra
K. Srivastava, Ph.D.
Roberto C. Goizueta Chair in e-Commerce and Marketing
Goizueta Business School, Emory University
1300 Clifton Road, Atlanta, GA 30322
Expertise
Appointments & Affiliations
Academic Qualifications
Research and Publications
Recent Publications
Recent Awards
Consulting and Executive Education Programs
Brand Management,
Customer Management, Marketing Strategy and Financial Impact of Marketing
Processes and Market-based Investments.
Roberto C. Goizueta Chair in Marketing and Digital Commerce, Goizueta Business School, Emory University; e-BRC Research Fellow, Smeal College of Business, Penn State University; Charles A. LeMaistre Centennial Fellow, IC-Sq. Institute, University of Texas at Austin. Served as Senior Associate Dean at Goizueta Business School, Emory University and at McCombs Business School, University of Texas at Austin. Also served as Visiting Professor at London Business School, Indian School of Business and Helsinki School of Economics (Singapore).
Raj has also
served as Senior Associate Dean for Academic Affairs, Research and Collaborative
Programs (including Executive Education) at the University of Texas at
Austin and Senior Associate Dean for Academic Programs at the Goizueta
Business School, Emory University.
Ph.D. (Business Administration), University of Pittsburgh; MS (Industrial & Systems Engineering), URI; MBA University of Pittsburgh; MS (Industrial Engineering), University of Rhode Island, and B. Tech. (Mechanical Engineering), Indian Institute of Technology, Kanpur
Established the Center for Customer Insight (CCI) at the University of Texas at Austin with support from Andersen Consulting (Accenture) ($4-5 million), 3M Foundation ($300,000). Additional commitments were from Dell, Intelliquest, Pfizer and Texas Instruments. The mission of CCI is to develop a collaborative, global network of leading business organizations and academic institutions to focus on how to leverage customer knowledge and insight to drive business processes, and how to use technology to enable these processes.
He is currently developing the Zyman Institute for Brand Science (ZIBS) at the Goizueta Business School, Emory University with support from Sergio Zyman (ex-CMO, Coca Cola) and the Zyman Marketing Group.
Has published research reports in Journal of Marketing, Journal of Marketing Research, Management Science, Marketing Science, International Journal for Research in Marketing, Journal of Banking and Finance, Journal of Business, Journal of Management, Long Range Planning among others. He is one of the most cited scholars in marketing strategy. He has served on editorial boards of Journal of Marketing research, Journal of Academy of Marketing Science, Journal of Business and Industrial Marketing and High Technology Marketing Review.
As evidenced by his research and publications, Raj's outlook and approach to business research and education is multi-disciplinary. His background in operations/supply-chains and finance when coupled with marketing expertise reinforce a unique perspective on managing business processes and corporate performance, especially in technology-driven markets. This unique perspective has led to some noteworthy assignments such as:
·
Co-editor of special issue on Brand Management (Journal of Marketing Research)
· Co-editor of special issue on the Impact of Marketing on Financial
Performance (Journal of Marketing).
· Co-Leader (with Dave Reibstein) for Marketing Science Institute
(MSI) on Steering Group on Metrics for Linking Marketing to Financial
Performance
Recent publications (last 5 years) include:
·
Driving Shareholder Value Via Market-Based Assets (forthcoming 2004)
· "The Integrated Networks Model: Explaining Resource Allocations
in Networked Business Markets," Journal of Marketing, 67, 1 (January
2003), 29-45
· "Linking Customer Assets to Financial Performance,"
Journal of Services Research 5, 1 (August 2002), 26-38
· "Resource-Based View and Marketing" Journal of Management,
27, 777-802, (Special Issue on Resource-Based View Retrospectives, 2001)
· "Marketing, Business Processes and Shareholder Value: An
Organizationally Embedded View of Marketing Activities and the Discipline
of Marketing," Journal of Marketing, 63 (Special Issue 1999), 168-179
· "A Simultaneous Model for Innovative Product Category Sales
Diffusion and Competitive Dynamics," International Journal for Research
in Marketing, 16, 95-111
· "Marketing Orientation and Organizational Performance: Is
Innovation a Missing Link?" Journal of Marketing, 62 (October 1998),
30-45
· "Market-Based Assets and Shareholder Value: A Framework
for Analysis," Journal of Marketing, 62 (January 1998), 1-14 (won
MSI/Paul Root and Maynard Awards)
·
Maynard Award by the American Marketing Association for 1998 Journal of
Marketing article judged to contribute most to the development of theory
in marketing
· Marketing Science Institute/Paul Root Award by the American Marketing
Association for 1998 Journal of Marketing article judged to contribute
most to the practice of marketing
· Alpha Kappa Psi Award, by the American Marketing Association
for 1984 Journal of Marketing article judged to contribute most to the
practice of marketing
· University of Texas CBA Foundation Award for Outstanding Research
Contributions (1993) and Research Excellence (2002)
Consulting and Executive Education Programs:
Raj has consulted and delivered executive education programs in North and Latin America, Europe, Asia and Australia. He has participated in executive programs for the McCombs School of Business (University of Texas at Austin), Goizueta Business School (Emory University), London Business School, Indian School of Business, Irish Management Institute, Helsinki School of Economics, The Wharton School, Penn State University, and the University of South Australia.
His experience in customized executive education includes developing, delivering and managing short 2-to-3 day senior management programs (e.g., for Applied Materials and Motorola) to an entire Executive MBA program (for Texas Instruments) focusing on marketing strategy in technology markets and market-facing business processes (e.g., supply chain management, innovation management and customer management). Additionally, developed "issue based learning" (IBL) courses in the TI-EMBA program to bridge the gap between theory and practice. These IBL courses address significant strategic issues sponsored by senior executives, undertaken by EMBA participant teams and guided by faculty coaches. This program design was subsequently taken to a cross-company format.
He has consulted and delivered executive education programs for such firms as 3M, AMD, AT&T, American Airlines, Agilent Technologies, Applied Materials, Bloomberg L.P., BMC Software, Capital One, Citigroup, Coca Cola, Citigroup, Dell Computers, Deutsche Bank, Dresdner Bank (Germany), Dow Chemicals, Hallmark, Hewlett-Packard, IBM, Imation, Johnson & Johnson, Leo Burnett, LG Electronics, Lucent Technologies, Motorola, Nokia, PPG Industries, Shell Chemicals, Siemens, Suez (France), Synovus Bank, Texas Instruments, The Nutrasweet Company, Xerox Corporation, VITRO and CYDSA (in Mexico).