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Vithala R. Rao

57 works· latest 2017· 2 institutionscluster: provisionalORCID 0000-0003-3241-4577

h-index42

i1055

Citations7,759

Works here57

Most cited in this library

Conjoint Measurement for Quantifying Judgmental Data1971 · 1,347 citations
How is Manifest Branding Strategy Related to the Intangible Value of a Corporation?2004 · 563 citations
Applied Conjoint Analysis2014 · 466 citations
An empirical comparison of consumer-based measures of brand equity1996 · 454 citations
Linking Brand Equity to Customer Equity2006 · 386 citations

Works

57 shown

Emerging Trends in Product Bundling: Investigating Consumer Choice and Firm Behavior

Customer Needs and Solutions·2017·12 authors

35citations

Anticipated vs. Actual Synergy in Merger Partner Selection and Post-Merger Innovation

Marketing Science·2016·3 authors

31citations

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

Marketing Science·2015·3 authors

27citations

Choosing the right target: Relative preferences for resource similarity and complementarity in acquisition choice

Strategic Management Journal·2015·2 authors

92citations

Applied Conjoint Analysis

Springer eBooks·2014·1 author·book

466citations

Measuring consumer-based brand equity for Indian business schools

Journal of Marketing for HIGHER EDUCATION·2013·3 authors

43citations

Trade Promotion Decisions Under Demand Uncertainty: A Market Experiment Approach

Management Science·2013·3 authors

Supply chains in the presence of store brands

European Journal of Operational Research·2012·3 authors

66citations

Timing decisions of new product preannouncement and launch with competition

International Journal of Production Economics·2010·2 authors

50citations

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

Journal of Product Innovation Management·2010·2 authors

82citations

Market power and trade promotions in US supermarkets

British Food Journal·2009·2 authors

16citations

Pricing Objectives and Strategies: A Cross-Country Survey

Edward Elgar Publishing eBooks·2009·2 authors·chapter

37citations

Eliciting Preference for Complex Products: A Web-Based Upgrading Method

Journal of Marketing Research·2008·3 authors

84citations

Beyond conjoint analysis: Advances in preference measurement

Marketing Letters·2008·12 authors·Open access

138citations

Linking Brand Equity to Customer Equity

Journal of Service Research·2006·6 authors·Open access

386citations

Do Slotting Allowances Enhance Efficiency or Hinder Competition?

Journal of Marketing Research·2006·2 authors

105citations

Models of Multi-Category Choice Behavior

Marketing Letters·2005·8 authors

143citations

Conjoint Analysis, Related Modeling, and Applications

International series in quantitative marketing·2004·1 author·chapter

125citations

Brand Extension and Customer Loyalty: Evidence from the Lodging Industry

Cornell Hotel and Restaurant Administration Quarterly·2002·3 authors·Open access

96citations

Structural analysis of competitive behavior: New Empirical Industrial Organization methods in marketing

International Journal of Research in Marketing·2001·3 authors

164citations

A Hierarchical Bayes Model for Assortment Choice

Journal of Marketing Research·2000·2 authors

65citations

Extended Framework for Modeling Choice Behavior

Marketing Letters·1999·12 authors

318citations

Modeling Methods for Discrete Choice Analysis

Marketing Letters·1997·11 authors·Open access

116citations

Minimizing technological oversights: A marketing research perspective

Cambridge University Press eBooks·1997·3 authors·chapter

44citations

Resources for Research and Pedagogy on New Product Development Processes

Journal of Marketing Research·1997·1 author

15citations

Pricing Strategies in a Dynamic Duopoly: A Differential Game Model

Management Science·1996·2 authors

86citations

An empirical comparison of consumer-based measures of brand equity

Marketing Letters·1996·2 authors

454citations

Research for product positioning and design decisions: An integrative review

International Journal of Research in Marketing·1995·2 authors

238citations

An empirical comparison of neural network and logistic regression models

Marketing Letters·1995·2 authors

103citations

Selecting, evaluating, and updating prospects in direct mail marketing

Journal of Direct Marketing·1995·2 authors

46citations

An Approach to Assess the Importance of Brand Equity in Acquisition Decisions

Journal of Product Innovation Management·1994·3 authors

156citations

Pricing Models in Marketing

·1993·1 author

48citations

Chapter 11 Pricing models in marketing

Handbooks in operations research and management science·1993·1 author·chapter

24citations

A Polarization Model for Describing Group Preferences

Journal of Consumer Research·1991·2 authors

49citations

A Balance Model for Evaluating Firms for Acquisition

Management Science·1991·3 authors

31citations

The Strategic Role of Supermarket Buyer Intermediaries in New Product Selection: Implications for Systemwide Efficiency

American Journal of Agricultural Economics·1990·2 authors·Open access

36citations

Modeling the Decision to Add New Products by Channel Intermediaries

Journal of Marketing·1989·2 authors

93citations

Modeling the Decision to Add New Products by Channel Intermediaries

Journal of Marketing·1989·2 authors·Open access

40citations

Inferring competitive market structure based on a model of interpurchase intervals

International Journal of Research in Marketing·1988·2 authors

25citations

AHP DESIGN ISSUES FOR LARGE‐SCALE SYSTEMS

Decision Sciences·1987·2 authors

103citations

A Constrained Unfolding Methodology for Product Positioning

Marketing Science·1986·2 authors·Open access

144citations

Pricing Research in Marketing: The State of the Art

The Journal of Business·1984·1 author·other

248citations

Inference of Hierarchical Choice Processes from Panel Data

Journal of Consumer Research·1981·2 authors

110citations

The Influence of Values, Information, and Decision Orders on a Public Policy Decision

Journal of Applied Social Psychology·1976·3 authors

9citations

A Balance Model for Evaluating Subsets of Multiattributed Items

Management Science·1976·2 authors

142citations

Value Consistent and Expedient Decision Making

PsycEXTRA Dataset·1973·3 authors·dataset

5citations

Alternative Econometric Models of Sales-Advertising Relationships

Journal of Marketing Research·1972·1 author

42citations

Alternative Multidimensional Scaling Methods for Large Stimulus Sets

Journal of Marketing Research·1971·2 authors

97citations

Conjoint Measurement for Quantifying Judgmental Data

Journal of Marketing Research·1971·2 authors

1,347citations