Professor of Marketing
Pradeep A. Rau is professor of marketing and international business at the George Washington University School of Business in Washington, D.C., where he has been on the faculty since 1990. Professor Rau received his DBA from Kent State University, an MBA from the Indian Institute of Management, Calcutta and a BS in Metallurgical Engineering from the Indian Institute of Technology, Kanpur. He joined George Washington University in 1990. He has taught previously at Kent State University, Indian Institutes of Management (Ahmedabad and Bangalore), University of Delaware, University of Aarhus (Denmark), University of International Business and Economics (Beijing, China), Indian Institute of Technology (New Delhi), INTAN (Malaysia), and Institute for International Business Education (Moscow, Russia).
His scholarly pursuits involve marketing management and strategy, international marketing, marketing research and public policy aspects of marketing. In addition to his four decade long academic career, he has many years of industry experience at senior levels of two 10 billion dollar + multinational firms. He has been recognized by marketing academic colleagues for having contributed to marketing classics in the area of international marketing standardization. He has extensive international teaching experience, including with executive audiences in China, Colombia, Denmark, Egypt, India, Malaysia and Russia. He also has published two books and almost thirty articles in leading marketing and international business journals, some of which are noted below.
Dr. Rau has served in many administrative capacities at the GW School of Business including nine years as the Chair of the Department of Marketing, two years as the Senior Associate Dean, as Interim Associate Dean for Research and Doctoral Programs, and as Director of the GW Center for International Business Education (CIBER).
- 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, Fla., May 1979.
- Marketing Research
- Marketing Strategy
- International Marketing
- Social Marketing
- D.B.A., Kent State University, 1983
- M.B.A., Indian Institute of Management, 1974
- B.S., Indian Institute of Technology, 1972
MKTG 6243 – Marketing Research
An elective in the MBA and Graduate Certificates in Marketing, this course covers the qualitative and quantitative techniques for studying consumers and markets, information systems, data analytics, and managerial decision support. It also covers the methodologies of focus groups, surveys and experimental studies, sampling theory and statistical analysis. The class sessions emphasize data analysis using sample data sets and the SPSS statistical software, building to designing and executing a client-based research project. Students work in small groups with real world clients. The initial step is meeting with the client and understanding clearly the nature of the client’s problem and world view (an important skill). The group then develops a project proposal which is submitted half way through the semester to both the client and the course instructor. After approval the data collection task begins. What is intended is a pilot study with approximately 100 data points that can be put into an SPSS data file that can be analyzed before the final report is written and submitted to both the client and the course instructor. In summary, the course provides student groups with hands on experience in designing and executing real world, client-based research projects.
- Marketing Strategies for the New Europe – A North American Perspective on 1992, (with John K. Ryans, Jr.), Chicago, IL; American Marketing Association/Dow Jones-Irwin, 1990.
- India Business : Finding Opportunities in this Big Emerging Market (Ithaca, NY: Paramount Books 2002, Amazon Kindle edition, 2011).
- “Standardization of Marketing Strategy by U.S. Multinationals” (with John. F. Preble), International Marketing Review, 1986
- “Implications of Ec-1992 for US Multinationals” (with James R. Krum), Journal of International Marketing, 1993 (Chicago: American Marketing Association)
- “Early Stage of Innovation: Selection System Criteria for Funding U.S. Biotech SMEs” (with Mary Schoonmaker and George Solomon), Journal of Small Business Management, 2017
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, N.Y. : 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, N.Y.: Paramount Books, Amazon Kindle Edition, 2011
REFEREED JOURNAL ARTICLES
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.
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, Fla., 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, N.Y., 1990.
Reviewer – Association for Consumer Research, Annual Conference, New Orleans, La., 1989.
Reviewer – Marketing Research Track, Southern Marketing Association, Annual Meeting, New Orleans, La.,
Reviewer – Marketing Track, American Institute for Decision Sciences, National Meeting, Las Vegas, Nev.,
Reviewer and Discussant – International Business Track, Eastern Academy of Management, Annual Meeting,
Boston, Mass., May 1987.
Track Chairperson – Marketing, Midwest American Institute for Decision Sciences Meeting, Akron, Ohio, May
Ad hoc Reviewer – Decision Sciences, Business and Professional Ethics Journal.