Pradeep Rau

Pradeep Rau
Professor of Marketing
Funger Hall
2201 G Street NW
Suite 303
Washington, DC 20052
[email protected]

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. Earlier he taught at The University of Delaware and Kent State University starting in 1978. He has a B. Tech. from Indian Institute of Technology, Kanpur; a Master of Business Administration from Indian Institute of Management, Calcutta and a Doctorate in business administration from Kent State University, Ohio. Before his academic career, he worked for several years at Larsen and Toubro, Bombay. His teaching interests are in marketing research, product management and social marketing and his research has mainly focused on international marketing strategy and marketing research.

He has published over twenty articles in scholarly journals (including in Journal of International Marketing, Journal of the Academy of Marketing Science, Journal of Advertising Research, International Journal of Advertising, International Marketing Review and Management International Review among others) and co-authored three books including India Business: Finding Opportunities in this Big Emerging Market (Ithaca, N.Y.: Paramount Books, 2002) and Marketing Strategies for the New Europe (Chicago, Ill.:  American Marketing Association/Dow Jones-Irwin, 1990) . He has consulted with a number of organizations in the public and private sectors (including Du Pont, Target Wireless, U.S. Peace Corps., among others) and he has spoken before student and executive groups in a number of countries including Brazil, China, Colombia, Denmark, Egypt, Malaysia and Russia besides India where he has taught at the Indian Institute of Technology, Delhi, Tata Management Training Centre, Pune and the Indian Institutes of Management in Ahmedabad and Bangalore.

Joined GW: 1990
Joined GWSB: 1990

  • 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


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


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


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.,
November 1987.

Reviewer – Marketing Track, American Institute for Decision Sciences, National Meeting, Las Vegas, Nev.,
November 1985.

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.