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The Marketing Research SIG Award Committe has selected Vithala R. Rao as the recipient of the 2017 Churchill Award for Lifetime Contributions to Marketing Research.

The Churchill award recognizes an individual’s contribution to marketing research including new methodologies, seminal publications, books, awards and other notable contributions. A panel of past winners of the Churchill award and current and past editors/co-editors of the Journal of Marketing and Journal of Marketing Research selected the winner.

Professor Vithala R. Rao is the Deane W. Malott Professor of Management and Professor of Marketing and Quantitative Methods at the Samuel Curtis Johnson Graduate School of Management, Cornell University. He has published over one hundred thirty five papers on several topics including conjoint analysis and multidimensional scaling, pricing, bundle design, brand equity, market structure, corporate acquisition and linking branding strategies to financial performance. His current work includes competitive bundling, diffusion of attribute information for new products, and trade promotions.

Currently, Rao serves on the editorial boards of Customer Needs and Solutions (as a Senior Editor), Journal of Marketing (as an Associate Editor), Journal of Marketing Research (as a reviewer), Marketing Science (as a reviewer), and Journal of Business-to-Business Marketing (as a reviewer). He is also an ad-hoc reviewer for several journals including Management Science. He is currently the Chair of the Marketing Strategy Committee of INFORMS.

According to his nominators,

"Vithala’s record is impressive on so many dimensions. He is one of the few top people in our field and has shown tremendous creativity, breadth, and depth in this contributions to market research. He has published 139 articles and book chapters, among which 38 in consensus A-level outlets. In addition, he has written seven books. His work spans an enormous range of areas in marketing research, including conjoint analysis, multidimensional scaling, market structure analysis, product positioning, pricing, and the list goes on."

"His 1971 JMR article with Paul Green on conjoint analysis, which was a pioneering paper that opened an entire field of marketing research that to date remains one of marketing’s biggest success stories, and that is a must-read for Ph.D. students ever since it appeared."

Congratulations to Professor Rao!

Tarun Kushwaha & Andrew Petersen

Co-Chairs, MR SIG

Previous Churchill Award Winners

• Pradeep Chintagunta, University of Chicago
• J.B. Steenkamp, University of North Carolina
• Joel Huber, Duke University
• A. Parasuraman, University of Miami
• Gary Lilien, Pennsylvania State University
• John R. Hauser, Massachusetts Institute of Technology
• Robert Leone, Texas Christian University
• V. Kumar, Georgia State University
• Michel Wedel, University of Maryland
• Dominique Hanssens, University of California, Los Angeles
• Don Lehmann, Columbia University
• J. Paul Peter, University of Wisconsin
• Richard P. Bagozzi, Rice University
• Frank Bass, University of Texas, Dallas
• Donald Morrison, University of California, Los Angeles
• Roland Rust, Vanderbilt University
• Vijay Mahajan, University of Texas, Austin
• V. Seenu Srinivasan, Stanford University
• Bill Perreault, University of North Carolina
• Paul Green, University of Pennsylvania

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