Rajendra K. Srivastava

Roberto C. Goizueta Chair in e-Commerce and Marketing
Executive Director, The Institute of Brand Science at Emory University

Email: Raj_Srivastava@bus.emory.edu
Phone: 404-727-4858
Mobile: 404-915-5266
Fax 404-727-6313
Goizueta Business School
Emory University
1300 Clifton Road NE
Atlanta, Georgia 30322 USA

Biography
Publications
Areas of Specialization
Professional Memberships and Activities
Academic Background

Biography
Graduating from the Indian Institute of Technology, Kanpur, Raj Srivastava earned his doctorate at the University of Pittsburgh. He joined the Goizueta faculty in 1999. He has served as Senior Associate Dean for Academic Affairs at the University of Texas at Austin where he held the George Kozmetsky Centennial Chair, and as Senior Associate Dean for Academic Programs and Executive Education at Goizueta. Raj is also a Distinguished Research Fellow at ISBM (Penn State) and is a Senior Research Fellow at IC-Sq. Institute (UT-Austin). Raj has also served as visiting professor at London Business School, Indian School of Business and Helsinki School of Economics. He is the founding director of both the Center for Customer Insight (CCI at UT-Austin) and the The Institute of Brand Science at Emory University (TIBS at Goizueta).

Research and Scholarship
Raj's research, spanning marketing and finance, has been published in Journal of Marketing, Journal of Marketing Research, Marketing Science and Journal of Banking and Finance. He is considered a thought leader on issues related to strategic brand management, customer management and market-driving strategies. His current research focuses on the impact of marketing processes and market-based assets on corporate financial performance and shareholder value.

Raj is recognized for his pioneering work linking marketing strategy to financial performance. He is an "evangelist" on issues related to marketing metrics and has spoken extensively on the topic in senior executive programs and academic conferences in US/Canada, Latin America, Europe, Australia and Asia. His 1998 paper titled "Driving Shareholder Value Via Market-Based Assets" received both Maynard and Marketing Science Institute/Paul Root Awards for the Journal of Marketing article judged to contribute most to the development of theory and practice of marketing, respectively. More recently, he received the Mahajan Award for Career Contributions to Marketing Strategy from the American Marketing Association (2004).

• "Measuring Marketing Productivity: Current Knowledge and Future Directions," Journal of Marketing 68, 4 (October 2004), 76-89.
• "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).

• Brand management, brand equity, brand performance metrics, corporate reputation
• Return on marketing investments; Marketing metrics and financial impact of marketing processes and market-based investments on shareholder value, particularly in B2B, technology and services sector
• Marketing strategy, e-Marketing, strategy-operations-finance alignment

• Raj 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. He was co-editor of a special issue on brand management (Journal of Marketing Research ) as well as on the impact of marketing on financial performance (Journal of Marketing).

Academic Background
Ph.D., University of Pittsburgh
MBA, University of Pittsburgh
MS (Industrial Engineering), University of Pittsburgh
BTech (Mechanical Engineering), Indian Institute of Technology, Kanpur