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Rajendra Srivastava | |
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Born | June 17, 1951 |
Education | Ph.D. and MBA in Business Administration, B.Tech. (Honors) in Mechanical Engineering, MS (Industrial Engineering) |
Alma mater | University of Pittsburgh The University of Rhode Island Indian Institute of Technology Kanpur |
Occupation | Academic |
Title | Novartis Professor of Marketing Strategy and Innovation, Marketing at Indian School of Business (ISB) |
Awards | Maynard Award Paul Root Award Sheth Award Vijay Mahajan Award Alpha Kappa Psi Award |
Rajendra K. Srivastava is Novartis Professor of Marketing Strategy and Innovation at the Indian School of Business. [1] He has been a tenured professor and an academic administrator and has worked in the United States, Singapore, and India. He has been listed in the Forbes's Tycoons of Tomorrow 2018. [2] He is also a member of the board of directors of Happiest Minds, [3] a publicly listed company in India.
Born in Lucknow, India, Rajendra Srivastava did his schooling at the La Martiniere College. He holds a B.Tech. (Honors) in Mechanical Engineering from Indian Institute of Technology (IIT), Kanpur, MS (Industrial Engineering) from the University of Rhode Island, and MBA and Ph.D. in business from the University of Pittsburgh.
Srivastava has held several prominent academic positions, including serving as Provost and Deputy President at Singapore Management University. He has also been a Senior Associate Dean at both the McCombs Business School at the University of Texas at Austin and the Goizueta Business School at Emory University. At UT-Austin, he held the George Kozmetsky Centennial Chair, and at Emory University, he was the Roberto C. Goizueta Chair in Marketing and Digital Commerce.
He serves as a Research Fellow at the Institute for Studies in Business Markets (ISBM) at the Smeal College of Business, Penn State University, and at IC-Sq. Institute at the University of Texas at Austin. Additionally, he is a Mack Institute Senior Fellow at the Wharton School, University of Pennsylvania. Srivastava has been a visiting professor at London Business School, Indian School of Business, and Helsinki School of Economics.
Throughout his career, he has led innovation-driven and research-informed changes in academic programs. He advocates for a balance between theory and practice and for conducting research that informs and influences both management practices and public policy.
Srivastava is committed to cross-functional integration in the management of business processes. He has championed inter-disciplinary research and academic programs and has nurtured multi-disciplinary areas of excellence in financial markets, innovation, and business analytics at SMU. This interest is also reflected in his work related to technology commercialization at ATI and IC2 Institute at UT Austin.
A highly cited scholar, [4] [ better source needed ] his research, spanning marketing and finance/economics, has been published in Journal of Marketing, Journal of Marketing Research, Marketing Science and Journal of Banking and Finance. He was a guest editor for the Journal of Marketing Research's Special Issue on Brand Management and Equity, and the Journal of Marketing Special Issues on Marketing Strategy Meets Wall Street (2009 and 2016 [in process]). Additionally, he has served on the editorial boards of several academic journals including Journal of Marketing Research (JMR) and International Journal for Research in Marketing (IJRM).
Srivastava's research interests include Marketing Strategy, Marketing Metrics, and Brand/Customer Management. His current work focuses on Business Model Innovations, especially in Services, B2B, Technology and Emerging Markets. His current teaching interests include Business Model Innovation, Strategic Performance Management, Marketing Accountability and Driving Growth and Shareholder Value. He is best known for his work on measuring the impact of market-facing business processes (innovation, supply-chain and customer management) that create value for customers, and the value of market-based assets (customers, channels, brands and value networks). He is also well known for his work in competitive market structures and brand equity/strategic brand management.
Srivastava was inducted as an AMA Fellow by the American Marketing Association in 2020. He is the recipient of the 2004 AMA Marketing Strategy SIG Mahajan Award for Career Contributions to Marketing Strategy. He also received the 1985 Alpha Kappa Psi Award from the American Marketing Association for the article in the Journal of Marketing judged to contribute most to the practice of marketing. In 1993 and 2002 he received the highest recognition for research at The University of Texas – the CBA Foundation Awards for Outstanding Research Contributions and Excellence. His paper on Market-Based Assets in the Journal of Marketing received both the 1998 Maynard Award for the article judged to contribute most to the development of theory in marketing and the MSI/Paul Root Award for the article judged to contribute most to the practice of marketing, the only time a single paper has won both awards. This same paper went on to win the AMA/Sheth Foundation Award for Long-Term contributions to the discipline of marketing. He is a recipient of the Marketing Science Institute's Research Awards on Brand Equity and on Assessment of the Value of Information Technology.
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