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CURRICULUM VITAE
PRADEEP A. RAU
Department of Marketing
School of Business
t
The George Washington University
2201 G Street, N.W., #303 Funger Hall
Washington D.C. 20052
Tel: (202) 994-4989
Fax: (202) 994-8999
E-mail: [email protected]
ACADEMIC BACKGROUND
Kent State University
Kent, Ohio
Indian Institute of Management
Calcutta, India
Indian Institute of Technology
Kanpur, India
ACADEMIC WORK EXPERIENCE
The George Washington University
July 2009 –January 2011
Infosys Technologies Limited, India
(On unpaid leave from GWSB)
2008-2009
The George Washington University
2007-2008
The George Washington University
GW School of Business
1990 -Present
Institute for International Business Education
(formerly Zelenograd Business College), November 1995
Moscow, Russia
November 1997
November 1998
November 2002
Senior Associate Dean GW Business School
Fellow, Infosys Leadership Inst.
Infosys Technologies Ltd.
Director, GW-CIBER
Professor of Marketing and
International Business,
(Chair, Marketing Department
1995- 2001, Director
GW-CIBER 2007-2008,
Interim Associate Dean for
Research and Doctoral Programs
2001. 2004)
Visiting Faculty
Institut Tadbiran Awam Negara
(INTAN), Kuala Lumpur, Malaysia
April 1995
Visiting Faculty
Indian Institute of Technology,
New Delhi, India
March 1995
Visiting Faculty
University of International Business
and Economics, Beijing, China
March 1995
Visiting Professor
Indian Institute of Management
Bangalore, India
Summer 1992
Visiting Faculty Marketing
University of Aarhus
Aarhus, Denmark
Summer 1991
Visiting Associate
Professor, Institute
of Management
The George Washington University
Washington D.C.
1990 - 1991
Assistant Professor,
School of Business &
Public Management
Kent State University
Kent, Ohio
1988 - 1990
Visiting Associate Professor,
Department of Marketing &
Transportation
University of Delaware
Newark, Delaware
1982 - 1988
Assistant Professor,
Department of Business
Administration
Tata Management Training Center
Pune, India
Summer 1992
Summer 1988
Visiting Faculty Marketing
Indian Institute of Management
Ahmedabad, India
Summer 1986
Summer 1984
Visiting Faculty Marketing
Kent State University
Kent, Ohio
1978 - 1982
Instructor,
Department of Marketing
(teaching responsibilities
9 hrs./semester)
Kent State University
Kent, Ohio
Summer 1978
Instructor,
Department of Admin. Sciences
(taught senior level course in
Organizational Behavior)
COURSES TAUGHT
Undergraduate: Marketing Principles (Basic Marketing Management), Marketing Channels, Product Policy,
Price Policy, Marketing Strategy and Planning, Marketing Research, International Marketing.
Graduate: Marketing Research, Sales and Distribution Management, Marketing Management, Marketing
Strategy, Public Sector Marketing, Product Management, Marketing Strategy, Doctoral Seminar in Research
Methods, Doctoral Seminar in Marketing Theory, Doctoral Seminar in Advanced Multivariate Methods, Social
Marketing and Development , Nature of Markets, Marketing Decisions, Marketing for Social Causes, Pricing
DISSERTATION TITLE
An examination of the trends in corporate advertising on public issues by national and multinational companies.
INTELLECTUAL CONTRIBUTIONS
BOOKS/MONOGRAPHS
John K. Ryans, Jr. and Pradeep A. Rau, Marketing Strategies for the New Europe: A North American
Perspective on 1992, Chicago: American Marketing Association/Dow Jones-Irwin, 1990. (Republished by NTC
Business Books, 1997).
Aruna Chandra, Pradeep A. Rau and John K. Ryans, Jr., India Business: Finding Opportunities in this Big
Emerging Market, Ithaca, NY : Paramount Books, 2002
Pradeep A. Rau, Overview of book – Analysis of Experience – Review of Public-Private Partnerships in
HIV/AIDS Treatment, Programming , co-authors Muhiuddin Haider and Ahila Subramanian, University Press
of America, 2004
Aruna Chandra, Pradeep A. Rau and John K. Ryans, Jr., India Business:Finding Opportunities in this Big
Emerging Market, Ithaca, NY: Paramount Books, Amazon Kindle Edition, 2011
REFEREED JOURNAL ARTICLES
P. A. Rau and S. Samiee, "Models of Consumer Behavior: The State of the Art," Journal of the Academy of
Marketing Science 9, 3, Summer 1981, 300-316. (Best Paper Award at The Academy of Marketing Science
Conference, Miami, FL) Cited with James Bettman in Gilbert Harrell, Consumer Behavior (Harcourt, Brace
and Jovanovich)
J. F. Preble and P. A. Rau, "Planning in Higher Education: A Multiple Scenario Forecasting Approach,"
Planning for Higher Education' 14, 2, 1986, 1-6.
J. F. Preble and P. A. Rau, "Combining Delphi and Multiple Scenario Analysis for Planning Purposes," Journal
of Business Strategies, 3, 2, Fall 1986, 12-21.
R. Bloom, A. Debessay, N. Ramsey and P. A. Rau, "Is Social Responsibility Reporting Desirable," CMA
(formerly Cost and Management), March-April 1987, 34-46.
S. K. Keiser, J. R. Krum and P. A. Rau, "Changing Patterns in Marketing Research," Marketing Intelligence
and Planning, 5, 1, 1987, 10-18.
S. K. Keiser, J. R. Krum and P. A. Rau, "The Role of Marketing Research in Non-Consumer Goods Firms,"
Chemical Marketing and Management, Vol. II, Issue III, Spring 1987, 47-50.
P. A. Rau and J. F. Preble, "Standardization of Marketing Strategy by Multinationals," International
Marketing Review, 4, 3, Autumn 1987, 18-28.
J. R. Krum, P. A. Rau and S. K. Keiser, "The Marketing Research Process: Role Perceptions of Researchers and
Users," Journal of Advertising Research, 27, 6, December 1987-January 1988, 9-21. (Cited in Naresh Malhotra,
Marketing Research: An Applied Orientation, Pearson Prentice Hall, 2007)
P. A. Rau, "Awareness Advertising and International Market Segmentation - An Analysis," International
Journal of Advertising, 6, 4, 1987, 313-321.
J. F. Preble, P. A. Rau and A. Reichel, "The Environment Scanning Practices of U. S. Firms in the Late 80's,"
Management International Review, 28, 4, 1988, 4-14.
P. A. Rau and J. F. Preble, "Corporate Public Issue Advertising - An Analysis of the Attitudes of Chief
Executives," International Journal of Advertising, 7, 4, 1988, 293-306.
J. F. Preble, P. A. Rau and A. Reichel, "The Environment Scanning Practices of Multinational Firms - An
Assessment," International Journal of Management, 6, 1, 1989, 18-28.
P. A. Rau and J. K. Ryans, Jr., "An Executive's Guide to EC-92 - A Glossary of Ten Terms," Business, JulyAugust-September, 1989, 48-50.
P. A. Rau and M. A. Mayo, "Awareness Advertising - Japanese and U. S. Agency Perspectives," International
Journal of Advertising, 9, 2, 1990, 149-158.
P.A. Rau, "Should we have a separate international marketing course," Marketing Educator, Winter 1991.
J.R. Krum and P.A. Rau, "Organizational Responses of U.S. Multinationals to EC-1992 - An Empirical Study,"
Journal of International Marketing, Vol 1, #2, 1993, 49-70.
I. Herremans, J. K. Ryans, Jr. and P. A. Rau, "Canadian Business Perspective on NAFTA," The
International Trade Journal, VIII, 1, Spring 1994, 117-143.
M. Y. Hu and P. A. Rau, "Stability of Usage Segments, Membership Shifts Across Segments - Implications for
Marketing Strategy," Mid-Atlantic Journal of Business, 1995
P. A. Rau, "Rigor, Relevance, Readability and Possibly ... Some Rethinking," Marketing Educator, Spring
`1996
P.A.Rau, “OnLine/OffLine(Hybrid) Customers and the Attention Economy,” Thunderbird International
Business Review, March-April 2004.
A. Chandra, T. Fealey and P. Rau, “National Barriers to Global Competitiveness : The Case of the IT Industry
in India”, Competitiveness Review, #1, 2006, 1-7
A.N.M. Waheeduzzaman and Pradeep A. Rau, “Market Characteristics and Foreign Direct Investment –
Exploring the Link in Developing Countries”, Advances in Competitiveness Research, 2006
Mary Schoonmaker, Pradeep Rau and Elias Carayannis, “Role of Marketing Activities During the Fuzzy Front
End of Innovation”, Journal of Technology Transfer, 2012
Pradeep A. Rau, Review of Being Middle Class in India, edited by Henrike Donner, (London: Routledge)
Journal of the SDM Institute, Vol. 3, No. 2. September 2012, pp 111-114
CHAPTERS IN BOOK
Pradeep A. Rau and Daniel R. Kane, “Marketing Research Ethics,” in Applied Ethics in Management (ed.) S.
Chatterjee and S.K. Chakraborty, Berlin: Springer Verlag, 1999
Herremans, I, J. K. Ryans, Jr. and P. A. Rau, "Canadian Business Perspective on NAFTA," in North American
Free Trade Agreement (ed.) K. Fatemi and D. Salvatore, Pergamon Press, 1994
Krum, J.R. and P.A. Rau, "Organizational Responses of U.S. Multinationals to EC-1992," in Readings in
International Marketing, Whittier Publications, 1994
P. A. Rau, "Introduction Stage," and "Maturity Stage," in Beacham's Marketing Reference, ed. W. Beacham,
R. T. Hise and H. Tongren, Washington D.C.: Research Publishing, 1986, 359-363, 423-428, 542-547.
PUBLISHED CONFERENCE PROCEEDINGS
Xiaojun Li, Srinivas Prasad, Sanal Mazvancheryl and Pradeep A. Rau, “Uncovering Localized Association in
Market Basket Data Using Data Mining”, Proceedings of the Third International Conference on Marketing in
Emerging Markets, January 5-6, 2009
S. Samiee and P. A. Rau, "Multidimensional Scaling and Product Positioning: Are Physical Product Attributes
Good Predictors of the Overall Similarities Data?" in Developments in Marketing Science Vol. V Proceedings of
the National Meeting of the Academy of Marketing Science, V. Kothari (ed.), Las Vegas, NV, May 1982, 374378.
P. A. Rau and J. F. Preble, "Can Public Sector Planners Divine the Future? Or What Will Be, Must Be?" in
Management in the 1990's - Proceedings of the Eastern Academy of Management, H. Vernon-Wortzel and C. R.
Dexter (ed.) Albany, NY, May 1985, 172-175.
P. A. Rau and J. F. Preble, "What do Business Leaders Themselves Think of Issue Advertising Messages - An
Empirical Examination," Proceedings of the Eastern Academy of Management,
Philadelphia, PA, May 1986, 59-63.
P. A. Rau and J. F. Preble, "Transfer of Marketing Technology by Multinational Corporations - A Framework
for Analysis," in Emerging International Strategic Frontiers Proceedings of the American Marketing
Association's International Marketing Conference in Singapore, June 1986 (ed.) C. T. Tan, W. Lazer and V. H.
Kripalani, 121-125.
OTHER PRESENTATIONS TO SCHOLARLY/PROFESSIONAL GROUPS
P.A. Rau, “Future of Business Education in India”, Symposium on Doing Business in India, SDM Institute of
Management Development, Mysore India, January 9, 2012
P.A. Rau, “Writing Business Cases”, Workshop Presentation at Infosys Technologies Limited, India, April, 2009
P.A. Rau, “Advertising Standardization Across Countries”, International Marketing Conference, University of
Kerala, Kollam, Kerala, March 2009
P.A. Rau, "Global Marketing Research", at Universidad de Los Andes, Bogota, Colombia and Universidad Saint
Ignacio, Lima, Peru, March 1997.
P.A. Rau, "Marketing Strategy Implications of European Community Market Changes," Presentation at the
International Marketing Symposium, EAFIT, Medellin, Colombia, S. America, April 1992.
P.A. Rau, "Marketing Research in an Age of Interactive Marketing," Presentation to executives of the Indian
Market Research Bureau, Bombay, India, September 1992.
P.A. Rau, Moderator, Panel on "Tomorrow's Markets," 46th World Trade Conference, Cleveland, OH, May 23,
1991.
P.A. Rau, "Marketing Strategies for the Post-1992 Europe," Presentation to Boston University's Executive MBA
Program, Washington D.C., May 16, 1991.
P. A. Rau, Moderator, EC-92 Conference, American Marketing Association, Akron, OH, September 12, 1990.
P. A. Rau, "Trade Opportunities in India," World Trade Conference, Cleveland, OH, May 1989.
P. A. Rau, "U.S. Manufacturing Competitiveness," Kent Rotary Club, Kent, OH, November 1988.
L. A. Slade and P. A. Rau, "State Export Promotion Through a Trading Company," Academy of International
Business, Northeast meeting, Baltimore, MD, June 5, 1989.
P. A. Rau, "Awareness Advertising and Its Implications for Segmentation Across Countries," Paper presented at
the American Marketing Association International Marketing Conference, New Delhi, India, January 4-6, 1987.
P. A. Rau, "Synectics and Creative Problem Solving," National Institute of Design, Ahmedabad, India,
September 1, 1984.
P. A. Rau, "Corporate Issue Advertising: An Empirical Examination," Indian Institute of Management,
Ahmedabad, India, August 17, 1984.
A. J. Melcher and P. A. Rau, "A Marketing Strategy Model: An Extension and Synthesis of Major
Approaches," TIMS/ORSA Joint National Meeting, Detroit, MI, April 1982.
P. A. Rau, J. Sounderpandian, G. Greer and B. Myers, "An Analysis of the Perception of Colas Among
Consumers Through Multidimensional Scaling," TIMS/ORSA Joint National Meeting, Washington D.C., May
1980.
J. Sounderpandian, P. A. Rau, G. Greer and B. Myers, "Comparisons of Multivariate Statistical Models in
Marketing Utilizing Path Analysis," TIMS/ORSA Joint National Meeting, Washington D.C., May 1980.
G. Greer, P. A. Rau, J. Sounderpandian and B. Myers, "Causal Modeling and the Path Analysis Technique:
Applications in Marketing," TIMS/ORSA Joint National Meeting, Washington D.C., May 1980.
P. A. Rau, "Three Models of Consumer Behavior: A Critique," Academy of Marketing Science Annual
Conference, Miami Beach, FL, May 1979.
WORK IN PROGRESS
Xiaojun Li, Srinivas Prasad, Sanal Mazvancheryl, Pradeep A. Rau and Refik Soyer, Market Basket Analysis
Using Bayesian Networks, Paper to be presented at Marketing Science Conference, Boston, May 2012
Xiaojun Li, Srinivas Prasad, Sanal Mazvancheryl and Pradeep A. Rau , Localized Association in Market Basket
Data, 2011
Kashef Majid, Andrew Bryant and Pradeep A. Rau, Reference Price Effects in On Line Auctions, 2013
(Presented at the Babson Pricing Conference, August 2013)
A.N.M. Waheeduzzaman and P.A. Rau, "Standardization Drivers, Standardization Levers and their
Relationship with Performance; A Conceptual Framework and Some Preliminary Findings," (Draft Stage).
P.A. Rau and Jeong-Wan Doo, "A Comparison of the Usage of and Satisfaction with Marketing Decision
Support Systems (MDSS) among U.S. and Korean Managers" (Data Collection Completed -Manuscript Stage).
J. R. Krum and P. A. Rau, "Organization of the Marketing Research Function in U.S. Fortune 500 Companies,"
Working Paper Stage (already available in SBPM Working Paper Series).
J. R. Krum and P. A. Rau, "Organizational Considerations of U.S. Multinationals in the European Union - A
Follow Up Study," (Data Collection Stage).
SPECIALIZED TRAINING
Synectics Inc., Cambridge, MA - training in leading creative problem solving groups for new
product/design idea generation (1975).
Transactional Analysis - co-trainer for in-house middle management development program (1975/1976).
Achievement Motivation - co-trainer for in-house junior management development program based on the work
of David McClelland (1975-76).
PROFESSIONAL SERVICE
Ad Hoc Reviewer, Journal of Marketing
Ad Hoc Reviewer, Journal of Marketing Research
Ad Hoc Reviewer - International Journal of Marketing, continuing.
Reviewer and Discussant, American Marketing Association Summer Educators’ Meeting, August 2000
Reviewer and Discussant, American Marketing Association International Marketing Conference, Buenos Aires,
Argentina, June 29, 2000
Reviewer, Global Marketing Track, American Marketing Association Summer Marketing Educators'
Conference, 1997.
Reviewer, Marketing Encyclopedia, London: Routledge, 1995
Reviewer - Marketing Management by Sheth and Cravens, Harper and Row, 1992.
Reviewer - Marketing Research in a Marketing Environment 2/e by Dillon, Madden and Firtle, Irwin, 1990.
Reviewer - International Marketing Management by Jeannet and Hennessey, Houghton Mifflin, 1987.
Reviewer - International Marketing 4/e by Vern Terpstra, The Dryden Press, 1986.
Reviewer, Discussant and Session Chair - International Marketing Track, Southern Marketing Association
Annual Conference, New Orleans, LA, 1994.
Reviewer and Discussant - International Marketing Track, Southern Marketing Association
Annual Conference, Atlanta, GA, 1993.
Reviewer and Discussant - Creating Global Perspectives Track, American Marketing Association Winter
Educators' Conference, Orlando, FL, 1991.
Special Session Chair & Reviewer - Marketing Strategy Track, American Marketing Association Summer
Marketing Educators' Conference, Washington D.C., 1990.
Reviewer - Marketing Track, Western Decision Sciences Institute Meeting, Hawaii, March 1991.
Reviewer - Association for Consumer Research, Annual Conference, New York, NY, 1990.
Reviewer - Association for Consumer Research, Annual Conference, New Orleans, LA, 1989.
Reviewer - Marketing Research Track, Southern Marketing Association, Annual Meeting, New Orleans, LA,
November 1987.
Reviewer - Marketing Track, American Institute for Decision Sciences, National Meeting, Las Vegas, NV,
November 1985.
Reviewer and Discussant - International Business Track, Eastern Academy of Management, Annual Meeting,
Boston, MA, May 1987.
Track Chairperson - Marketing, Midwest American Institute for Decision Sciences Meeting, Akron, OH, May
1985.
Ad hoc Reviewer - Decision Sciences, Business and Professional Ethics Journal.
PROFESSIONAL MEMBERSHIP
American Marketing Association
Academy of International Business
UNIVERSITY SERVICE
Member, Dean's Search Committee, SBPM, 1997.
Member, Aryamehr Chair of Multinational Management Search Committee, SBPM, 1995
Member, BBA and MBA Program Committees, SBPM, 1991- continuing
Member, Faculty Senate Committee on Educational Policy, The George Washington University, 1992 - 1994.
Member, Undergraduate Core Curriculum Team, SBPM, The George Washington University, 1992 -1994.
Member, Committee on Doctoral Studies, School of Business and Public Management, The George Washington
University, 1990 - 1993 and Fall 1994.
Member, College Computer Committee, School of Business & Public Management, The George Washington
University, 1990 - 1992.
Member, Enrollment Management Committee appointed by the President of the University of Delaware, 1988.
Member, University Senate Committee on Undergraduate Studies, University of Delaware, 1987-88.
Member, Minority Student Retention Committee, College of Business and Economics, University of Delaware,
1985-86.
Member, Undergraduate Curriculum Committee, College of Business and Economics, University of Delaware,
1984-88.
Member, Graduate Program Committee, Department of Business Administration, University of Delaware, 198588.
Member, Communication Committee, Department of Business Administration, University of Delaware, 1984-86.
Member, Math/State Task Force, Department of Business Administration, University of Delaware, 1984-85.
Member, International Business Committee, Department of Business Administration, University of Delaware,
1985.
HONORS AND AWARDS
PRIDE Award for Undergraduate Innovation in Education, Teaching Center, The George Washington
University, 1992.
University Facilitating Fund Faculty Research Grant, The George Washington University, 1991.
Listed in Marquis Who's Who in Advertising, 1990
Phi Kappa Phi, University of Delaware, Spring 1988.
Beta Gamma Sigma, Kent State University, Spring 1984.
Delta Sigma Pi Teacher of the Year Award, Kent State University, 1980-81.
International Management Doctoral Consortium Fellow, Academy of Management Meeting, San Diego, August
1981.
American Marketing Association Doctoral Consortium Fellow, College Park, MD, August 1981.
Graduate Student Research Award, Graduate Student Senate, Kent State University, 1980.
"Three Models of Consumer Behavior - A Critique." Paper selected for the first place award in the Student
Paper Contest, Academy of Marketing Science Annual Conference, Miami Beach, FL, May 1979.
NON-ACADEMIC WORK EXPERIENCE
Infosys Technologies Limited, Fellow, Infosys Leadership Institute, 2008-2009
Larsen and Toubro Ltd., Bombay, India. (An Indian company in collaboration with a number of U.S. and
European firms including Caterpillar Tractor Company) Executive Assistant to General Manager, Corporate
Development - duties included reviewing corporate plans, introduction of new systems, coordination of company
training programs, etc. (May 1974 - August 1977).
Esso Eastern Inc., Bombay, India. (Overseas subsidiary of Exxon) Intern in the terminal attached to the refinery
studying marketing and distribution of petroleum products (Summer 1973).
Mahindra and Mahindra Ltd., Bombay, India. (In collaboration with American Motors Corporation) Intern in
Heat Treatment Department of Jeep Plant (Summer 1971).
CONSULTING EXPERIENCE
Twenty years of experience in consulting and conducting management development programs with a number of
organizations in both the public and private sectors. Recent assignments have included U.S. Department of
Education, Franchise Analysis, Inc., Electronic Industries Association, U.S. Sprint, Management Training and
Development Institute, U.S. Department of Agriculture and The Institute for International Research, Home
Builders Institute, Spiegel and McDiarmid.
REFERENCES AVAILABLE ON REQUEST
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