Biography

Professor Bharadwaj joined the Goizueta Business School in fall 1993. His research focuses on business problems relating to current and long-term returns and risks to marketing investments in brands, customers, innovation, and marketing strategy. He has received an Early Career Award from the Marketing Strategy Special Interest Group of the American Marketing Association.Recently, his work on cross-functional processes and manufacturing performance published in the Information Systems Research received the Runner-up award for Best Paper published in the journal. His research that introduces a relational process-oriented approach to customer solutions published in the Journal of Marketing was a finalist for the Maynard Award for theoretical contributions in 2007. His research on the process of marketing strategy making published in the Journal of Marketing was awarded the Marketing Science Institute/Paul Root Award for contribution to the Practice of Marketing in 1999 by the American Marketing Association. His framework for assessing a service firm’s competitive advantage in a global market has been awarded for best research in services in 1993 by the American Marketing Association. Similarly, his research on the role of functional conflict in marketing strategy quality and creativity was awarded by the Journal of Academy of Marketing Science in 1996. His doctoral research on core competencies of a firm and brand equity was awarded by the American Marketing Association.

At Goizueta, Professor Bharadwaj teaches the core Marketing Management class in the MBA, Exec MBA, Marketing Strategy in the Modular Exec MBA and a Marketing Strategy Seminar in the PHD programs at Goizueta. He has also taught courses in B2B Marketing, services marketing and retail to undergraduates and MBAs. He also teaches in the brand management, e-marketing, marketing strategy, customer and pricing management programs targeted at corporate executives. He has served as the Director of the Marketing area’s doctoral Program and has chaired a number of doctoral student dissertations. He has also served as the area coordinator of the marketing area. He has been a visiting faculty member at the Indian School of Business and Singapore Management University.

Professor Bharadwaj has held brand management and sales management positions in multinational corporations (such as SmithKline Beechams and AMUL) where he developed branding strategies and channel strategies for new and existing product. He has executive education and consulting experience in areas related to brand strategy, customer/Key account management, marketing strategy, pricing strategy and new product management with U.S., European and Asian firms ranging from Coca Cola, IBM, Microsoft, KPMG, Nokia, NOL, Siemens, Rock-Tenn, Schneider Electric, Synovate, and Singhealth.

Publications

• Customer Satisfaction and Stock Returns Risk. (with Kapil Tuli). forthcoming Journal of Marketing, 2009 .
• Regulatory Exposure of Deceptive Marketing and its Impact on Firm Value (with Martha Tipton and Diana Robertson), forthcoming, Journal of Marketing, 2009
• Ties that Bind: The Impact of Multiple Types of Ties with a Customer on Sales Growth and Sales Volatility (with Kapil Tuli and Ajay Kohli), forthcoming Journal of Marketing Research, 2009.

• Financial Value of Brands in Mergers and Acquisitions: Is Value in the Eyes of the Beholder. (with S. Cem Bahadir and Raj Srivastava), Journal of Marketing, November, 2008.

• Rethinking Customer Solutions: From Product Bundles to Relational Processes. (with Kapil Tuli and Ajay Kohli), Journal of Marketing,(July) 2007, 1-17 (Lead Article). Finalist Maynard Award.
• The Performance Effects of Complementarities Between Information Systems, Marketing Manufacturing, and Supply Chain Processes, (with Anandhi Bharadwaj and Elliot Bendoly), Information Systems Research, 18 (December) 2007, 437-453 . Runner-up Awardfor Best Paper Best Paper published in the journal in 2007
• Marketing Market Growth and Endogenous Growth Theory: An Inquiry into the causes of Market Growth (Terry Clark and Songpol Kuliwat), Journal of the Academy of Marketing Science, 33, Summer 2005.
• Digitization of Selling Activity: An Empirical Investigation. (with Devon Johnson) Journal of Academy of Marketing Science, 33, Winter 2005 (Lead Article).
• Towards an Integrated Model of Business Performance (with Rajan Varadarajan), Book Chapter in Review of Marketing, 2004.
• Event Studies in Marketing, (with Raji Srinivasan) Book Chapter in Assessing Marketing Strategy Performance, Marketing Science Institute, Cambridge, MA, 2004.
• Retail Out-of-Stocks: A Worldwide Examination of Extent, Causes, and Consumer Responses. (With Thomas Gruen, Daniel Corsten), Food Marketing Institute and Grocery Manufacturers of America, 2002.
• Making Innovation Happen in Organizations: Individual Creativity Mechanisms, Organizational Creativity Learning Mechanisms or Both? (with Anil Menon) Journal of Product Innovation and Management, November, 2000.
• Antecedents and Consequences of Marketing Strategy Making: A Model and A Test, (with Anil Menon, Phani Tej Adidam and Steven Edison), Journal of Marketing, 62, April, 1999.
• Information Technology Effects on Firm Performance as Measured by Tobin’s q, (with Anandhi S. Bharadwaj and Benn Konsynski), Management Science, 45, July, 1999.
• The Quality and Effectiveness of Marketing Strategy: Effects of Functional and Dysfunctional Conflict in Intra-organizational Relationships, (with Anil Menon and Roy Howell), Journal of Academy of Marketing Science, 25 Winter, 1996.
• Order of Entry and Business Performance: An Empirical Synthesis and Reexamination, Journal of Marketing, (with David M. Szymanski and Lisa Collins-Troy), 59, October, 1995.
• Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions, Journal of Marketing, (with P. Rajan Varadarajan and John Fahy), 57 (October), 1993.
• Standardization Vs. Adaptation of International Marketing Strategy: An Empirical Investigation. (With David M. Szymanski and P. Rajan Varadarajan), Journal of Marketing, 57 (October), 1993, (Lead Article).
• An Analysis of the Market Share-Profitability Relationship (with David M. Szymanski and P. Rajan Varadarajan), Journal of Marketing, 57 (July), 1993, (Lead Article).
• Determinants of Performance in Service Industries: A PIMS-Based Empirical Investigation, (with Anil Menon), Journal of Services Marketing, 7, 1993.

Working Papers

• Forces Behind Innovation: Cross-functional process, Information Systems Capabilityand Intelligence Quality(with Anandhi Bharadwaj and Elliott Bendoly).
• Key Account Retention and Stock Returns Risk (with Kapil Tuli). .
• Does Innovation Mediate Firm Performance? (with Leslie Vincent and Goutam Challagalla).
• Towards an Understanding of Why Vendor Firms Persist in Underperforming Customer Relationships.(with Das Narayandas).
• . A Meta-Analysis of the Determinants of Organic Sales Growth (with Cem Bahadir and Michael Parzen).

Areas of Specialization

• Marketing Strategy and Performance
• Marketing -Finance Interface
• Brand Management
• Customer Management
• Cross-functional Interaction
• Innovation

Achievements and Honors

• 2008--Runner-up Award for Best Paper Published in Information Systems Research (Informs) in 2007
• 2007--Conference Co-Chair Informs Marketing Science Conference, Singapore, 2007
• 2007 Finalist Maynard Award for most impactful theoretical contribution.
• 2005--Conference Co-Chair Informs Marketing Science Conference,Atlanta, 2005.
• 2004--Winner Early Career Award, Marketing Strategy Special Interest Group, American Marketing Association in 2004 based on productivity and impact
• 2004--Best Paper Sales Management Track—AMA Summer Educator’s Conference (2004)
• 2003--Finalist (one of four) Early Career Award, Marketing Strategy Special Interest Group, American Marketing Association in 2003
• 2003--Best Paper Presented in the Relationship Marketing Track at the AMA Summer Educators’ Conference (2003)
• 2002--The Caldwell Research Award 2002-04 (to recognize outstanding research productivity at the rank of associate professor, and to provide support for enhancing the development and growth of their research and scholarship)
• 2002--Chair AMA Sheth Doctoral Consortium, 2002.
• 2000--1999 MSI/Paul Root Award for the Best Impact on the Practice of Marketing from the American Marketing Association
• 1997--Best Paper Presented in the Marketing Strategy Track at the Academy of Marketing Science Annual National Conference, Miami (1997)
• 1996--Award for Best Article Published in the Journal of Academy of Marketing Science in 1996
• 1996--Jordan Fellow, Goizueta Business School, 1996
• 1993--Best Services Article of 1993 Award Presented by the Services Marketing Special Interest Group of the American Marketing Association
• 1993--Best Article in the Journal of Services Marketing, 1993
• 1994--Honorable Mention in the 1994 John A. Howard Doctoral Dissertation Award Competition conducted by the American Marketing Association
• 1992--Doctoral Student Research Excellence Award, Marketing Department, Texas A&M University (1992).
• 1992--Wayne DeLozier Best Paper Award -- Best Paper Presented at the Academy of Marketing Science Annual National Conference, San Diego (1992).
• 1992--Best Student Paper Award, Buyer Behavior Track -- AMA Summer Educators' Conference, Chicago (1992).
• 1992--Best Student Paper Award, Marketing Education Track -- AMA Summer Educators' Conference, Chicago (1992).
• 1991--Irwin Fellowship, and American Marketing Association Doctoral Consortium Fellow (1991).

Selected Consulting Clients

• IBM
• Rock-Tenn
• The Coca Cola Company
• Synovate

Academic Background
Ph.D., Marketing, Texas A&M University, 1994.
PGDRM, Institute for Rural Management, 1985.
B.A., (Economics, Mathematics, and Statistics), Madras University, 1983.