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Vithala R. Rao

D-Index & Metrics

Discipline name D-Index World Ranking Current World Ranking National Ranking Current National Ranking Publications Citations
Business and Management 47 1138 1058 498 452 169 13003

Vithala R. Rao publications per year

The chart shows the history of publications by Vithala R. Rao between 1958 and 2026, highlighting the no. of papers published in each year and offering an overview of the publication velocity of this scholar. Vithala R. Rao published across 69 years, from 1958 to 2026, averaging 2.8 papers a year. Output peaked at 12 publications in 2014. 6 of the 194 publications appeared in the last two years.

No. of publications
5 10
Bar chart. Horizontal axis: year, 1958 to 2026. Vertical axis: number of publications, 0 to 12. Peak 12 publications in 2014. 1958: 1 publication 1959: 0 publications 1960: 2 publications 1961: 0 publications 1962: 0 publications 1963: 0 publications 1964: 0 publications 1965: 1 publication 1966: 0 publications 1967: 0 publications 1968: 0 publications 1969: 2 publications 1970: 4 publications 1971: 6 publications 1972: 6 publications 1973: 2 publications 1974: 1 publication 1975: 4 publications 1976: 2 publications 1977: 1 publication 1978: 4 publications 1979: 0 publications 1980: 2 publications 1981: 4 publications 1982: 1 publication 1983: 2 publications 1984: 3 publications 1985: 1 publication 1986: 4 publications 1987: 3 publications 1988: 5 publications 1989: 3 publications 1990: 3 publications 1991: 4 publications 1992: 0 publications 1993: 5 publications 1994: 3 publications 1995: 6 publications 1996: 3 publications 1997: 4 publications 1998: 3 publications 1999: 1 publication 2000: 2 publications 2001: 3 publications 2002: 4 publications 2003: 3 publications 2004: 4 publications 2005: 1 publication 2006: 2 publications 2007: 2 publications 2008: 6 publications 2009: 6 publications 2010: 3 publications 2011: 5 publications 2012: 2 publications 2013: 3 publications 2014: 12 publications 2015: 4 publications 2016: 6 publications 2017: 2 publications 2018: 5 publications 2019: 3 publications 2020: 2 publications 2021: 4 publications 2022: 1 publication 2023: 4 publications 2024: 3 publications 2025: 0 publications 2026: 6 publications
1958 2026

194 publications in total across all disciplines

View publications per year as a table
Vithala R. Rao: publications per year, 1958 to 2026
Year Publications
1958 1
1959 0
1960 2
1961 0
1962 0
1963 0
1964 0
1965 1
1966 0
1967 0
1968 0
1969 2
1970 4
1971 6
1972 6
1973 2
1974 1
1975 4
1976 2
1977 1
1978 4
1979 0
1980 2
1981 4
1982 1
1983 2
1984 3
1985 1
1986 4
1987 3
1988 5
1989 3
1990 3
1991 4
1992 0
1993 5
1994 3
1995 6
1996 3
1997 4
1998 3
1999 1
2000 2
2001 3
2002 4
2003 3
2004 4
2005 1
2006 2
2007 2
2008 6
2009 6
2010 3
2011 5
2012 2
2013 3
2014 12
2015 4
2016 6
2017 2
2018 5
2019 3
2020 2
2021 4
2022 1
2023 4
2024 3
2025 0
2026 6
Total 194
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Vithala R. Rao publication distribution in Business and Management in 2026

The chart shows the distribution of publications by all Research.com ranked scientists in the field of Business and Management in 2026. The highlighted bar marks where Vithala R. Rao sits on this spectrum.

No. of scientists
25 50 75 100
Bar chart with 82 bars. Horizontal axis: publications, 35–39 to 436+. Vertical axis: number of scientists, 0 to 122. Most scientists, 122, have 95–99 publications. The last bar groups every scientist with 436 publications or more. The highlighted bar, 165–169 publications, is where this scientist sits. 35–39 publications: 2 scientists 40–44 publications: 2 scientists 45–49 publications: 5 scientists 50–54 publications: 20 scientists 55–59 publications: 39 scientists 60–64 publications: 66 scientists 65–69 publications: 52 scientists 70–74 publications: 80 scientists 75–79 publications: 83 scientists 80–84 publications: 116 scientists 85–89 publications: 94 scientists 90–94 publications: 111 scientists 95–99 publications: 122 scientists 100–104 publications: 104 scientists 105–109 publications: 113 scientists 110–114 publications: 96 scientists 115–119 publications: 97 scientists 120–124 publications: 112 scientists 125–129 publications: 93 scientists 130–134 publications: 79 scientists 135–139 publications: 69 scientists 140–144 publications: 80 scientists 145–149 publications: 81 scientists 150–154 publications: 85 scientists 155–159 publications: 50 scientists 160–164 publications: 74 scientists 165–169 publications: 61 scientists 170–174 publications: 40 scientists 175–179 publications: 44 scientists 180–184 publications: 47 scientists 185–189 publications: 59 scientists 190–194 publications: 35 scientists 195–199 publications: 37 scientists 200–204 publications: 49 scientists 205–209 publications: 48 scientists 210–214 publications: 34 scientists 215–219 publications: 31 scientists 220–224 publications: 37 scientists 225–229 publications: 34 scientists 230–234 publications: 25 scientists 235–239 publications: 28 scientists 240–244 publications: 34 scientists 245–249 publications: 28 scientists 250–254 publications: 23 scientists 255–259 publications: 22 scientists 260–264 publications: 11 scientists 265–269 publications: 16 scientists 270–274 publications: 23 scientists 275–279 publications: 12 scientists 280–284 publications: 16 scientists 285–289 publications: 10 scientists 290–294 publications: 12 scientists 295–299 publications: 12 scientists 300–304 publications: 8 scientists 305–309 publications: 13 scientists 310–314 publications: 13 scientists 315–319 publications: 6 scientists 320–324 publications: 10 scientists 325–329 publications: 9 scientists 330–334 publications: 7 scientists 335–339 publications: 10 scientists 340–344 publications: 10 scientists 345–349 publications: 7 scientists 350–354 publications: 4 scientists 355–359 publications: 10 scientists 360–364 publications: 3 scientists 365–369 publications: 7 scientists 370–374 publications: 2 scientists 375–379 publications: 8 scientists 380–384 publications: 4 scientists 385–389 publications: 5 scientists 390–394 publications: 5 scientists 395–399 publications: 2 scientists 400–404 publications: 2 scientists 405–409 publications: 4 scientists 410–414 publications: 3 scientists 415–419 publications: 2 scientists 420–424 publications: 5 scientists 425–429 publications: 3 scientists 430–434 publications: 1 scientist 435 publications: 1 scientist 436+ publications: 100 scientists
35–39 publications 436+

This scientist: 169 publications — 66th percentile

66% of scientists in this discipline score the same or lower.

The last bar groups every scientist with 436 publications or more.

View publications distribution as a table
Number of Business and Management scientists by publication count, Research.com 2026 ranking edition. Based on 3,017 ranked scientists.
Publications Scientists This scientist
35–39 2
40–44 2
45–49 5
50–54 20
55–59 39
60–64 66
65–69 52
70–74 80
75–79 83
80–84 116
85–89 94
90–94 111
95–99 122
100–104 104
105–109 113
110–114 96
115–119 97
120–124 112
125–129 93
130–134 79
135–139 69
140–144 80
145–149 81
150–154 85
155–159 50
160–164 74
165–169 61 169
170–174 40
175–179 44
180–184 47
185–189 59
190–194 35
195–199 37
200–204 49
205–209 48
210–214 34
215–219 31
220–224 37
225–229 34
230–234 25
235–239 28
240–244 34
245–249 28
250–254 23
255–259 22
260–264 11
265–269 16
270–274 23
275–279 12
280–284 16
285–289 10
290–294 12
295–299 12
300–304 8
305–309 13
310–314 13
315–319 6
320–324 10
325–329 9
330–334 7
335–339 10
340–344 10
345–349 7
350–354 4
355–359 10
360–364 3
365–369 7
370–374 2
375–379 8
380–384 4
385–389 5
390–394 5
395–399 2
400–404 2
405–409 4
410–414 3
415–419 2
420–424 5
425–429 3
430–434 1
435 1
436+ 100
Download as CSV

Vithala R. Rao D-index placement in Business and Management in 2026

The chart shows the D-index (discipline H-index) distribution of Business and Management scientists ranked by Research.com in 2026. The highlighted bar marks where Vithala R. Rao sits on this spectrum.

No. of scientists
50 100 150
Bar chart with 60 bars. Horizontal axis: D-Index, 30 to 89+. Vertical axis: number of scientists, 0 to 171. Most scientists, 171, have 32 D-Index. The last bar groups every scientist with 89 D-Index or more. The highlighted bar, 47 D-Index, is where this scientist sits. 30 D-Index: 156 scientists 31 D-Index: 159 scientists 32 D-Index: 171 scientists 33 D-Index: 161 scientists 34 D-Index: 135 scientists 35 D-Index: 124 scientists 36 D-Index: 114 scientists 37 D-Index: 111 scientists 38 D-Index: 103 scientists 39 D-Index: 89 scientists 40 D-Index: 81 scientists 41 D-Index: 97 scientists 42 D-Index: 80 scientists 43 D-Index: 69 scientists 44 D-Index: 68 scientists 45 D-Index: 63 scientists 46 D-Index: 54 scientists 47 D-Index: 69 scientists 48 D-Index: 50 scientists 49 D-Index: 58 scientists 50 D-Index: 54 scientists 51 D-Index: 62 scientists 52 D-Index: 54 scientists 53 D-Index: 43 scientists 54 D-Index: 49 scientists 55 D-Index: 35 scientists 56 D-Index: 40 scientists 57 D-Index: 44 scientists 58 D-Index: 34 scientists 59 D-Index: 29 scientists 60 D-Index: 48 scientists 61 D-Index: 32 scientists 62 D-Index: 30 scientists 63 D-Index: 22 scientists 64 D-Index: 22 scientists 65 D-Index: 19 scientists 66 D-Index: 20 scientists 67 D-Index: 18 scientists 68 D-Index: 17 scientists 69 D-Index: 21 scientists 70 D-Index: 20 scientists 71 D-Index: 19 scientists 72 D-Index: 14 scientists 73 D-Index: 10 scientists 74 D-Index: 16 scientists 75 D-Index: 24 scientists 76 D-Index: 13 scientists 77 D-Index: 19 scientists 78 D-Index: 8 scientists 79 D-Index: 6 scientists 80 D-Index: 4 scientists 81 D-Index: 12 scientists 82 D-Index: 7 scientists 83 D-Index: 7 scientists 84 D-Index: 6 scientists 85 D-Index: 10 scientists 86 D-Index: 4 scientists 87 D-Index: 11 scientists 88 D-Index: 6 scientists 89+ D-Index: 96 scientists
30 D-Index 89+

This scientist: 47 D-Index — 63rd percentile

63% of scientists in this discipline score the same or lower.

The last bar groups every scientist with 89 D-Index or more.

View D-Index distribution as a table
Number of Business and Management scientists by D-index, Research.com 2026 ranking edition. Based on 3,017 ranked scientists.
D-Index Scientists This scientist
30 156
31 159
32 171
33 161
34 135
35 124
36 114
37 111
38 103
39 89
40 81
41 97
42 80
43 69
44 68
45 63
46 54
47 69 47
48 50
49 58
50 54
51 62
52 54
53 43
54 49
55 35
56 40
57 44
58 34
59 29
60 48
61 32
62 30
63 22
64 22
65 19
66 20
67 18
68 17
69 21
70 20
71 19
72 14
73 10
74 16
75 24
76 13
77 19
78 8
79 6
80 4
81 12
82 7
83 7
84 6
85 10
86 4
87 11
88 6
89+ 96
Download as CSV

Research.com Recognitions

  • 2016 - Fellow of the American Marketing Association

Overview

Vithala R. Rao is affiliated with Cornell University in the United States. Their research primarily spans the fields of Business, Management and Accounting, and Social Sciences, with a particular focus on Marketing and Sociology and Political Science. Other areas of specialization include Management Science and Operations Research, Economics and Econometrics, and Communication.

The main topics explored in their work are Consumer Market Behavior and Pricing, Digital Marketing and Social Media, Consumer Retail Behavior Studies, Innovation Diffusion and Forecasting, Economics of Agriculture and Food Markets, Social Capital and Networks, and Social Media and Politics.

Vithala R. Rao has published scholarly articles in several notable venues. Frequent publication outlets include:

  • Journal of Retailing
  • SSRN Electronic Journal
  • Management Science
  • International Journal of Research in Marketing
  • Frontiers in Public Health

Their recent papers reflect diverse research interests and empirical analysis, such as:

  • "A Dynamic Model of Rational Addiction with Stockpiling and Learning: An Empirical Examination of E-cigarettes" (2020, Management Science)
  • "The role of network embeddedness across multiple social networks: Evidence from mobile social network games" (2021, International Journal of Research in Marketing)
  • "Evaluating strategies for promoting retail mobile channel using a hidden Markov model" (2022, Journal of Retailing)
  • "A comparison of online recommendation methods: Simultaneous versus sequential approaches" (2023, Journal of Retailing)
  • "Vaccination Diffusion and Incentive: Empirical Analysis of the US State of Michigan" (2021, Frontiers in Public Health)

Collaboration is a significant aspect of their work. Frequent co-authors include:

  • Hwang Kim
  • Jialie Chen
  • Nathan Yang
  • Seongsoo Jang
  • Saleh Zakerinia

Among professional recognitions, Vithala R. Rao was named a Fellow of the American Marketing Association in 2016.

Best Publications

  • Conjoint Measurement for Quantifying Judgmental Data

    Paul E. Green;Vithala R. Rao

  • An Empirical Comparison of Consumer-Based Measures of Brand Equity

    Manoj K. Agarwal;Vithala R. Rao

  • How Is Manifest Branding Strategy Related to the Intangible Value of a Corporation

    Vithala R. Rao;Manoj K. Agarwal;Denise Dahlhoff

  • Linking Brand Equity to Customer Equity

    Robert P. Leone;Vithala R. Rao;Kevin Lane Keller;Anita Man Luo;Anita Man Luo;Anita Man Luo

  • Extended Framework for Modeling Choice Behavior

    Moshe Ben-Akiva;Denis Bolduc;Philippe Delquie;Tommy Gärling

  • Pricing Research in Marketing: The State of the Art

    Vithala R. Rao

  • Combining Revealed and Stated Preferences Data

    M. Ben-Akiva;M. Bradley;T. Morikawa;J. Benjamin

  • Applied Conjoint Analysis

    Vithala R. Rao

  • Research for product positioning and design decisions: An integrative review

    Anil Kaul;Vithala R Rao

  • An Approach to Assess the Importance of Brand Equity in Acquisition Decisions

    Vijay Mahajan;Vithala R. Rao;Rajendra K. Srivastava

  • Rating Scales and Information Recovery—How Many Scales and Response Categories to Use?:

    Paul E. Green;Vithala R. Rao

  • A Balance Model for Evaluating Subsets of Multiattributed Items

    Peter H. Farquhar;Vithala R. Rao

  • Conjoint Analysis, Related Modeling, and Applications

    John R. Hauser;Vithala R. Rao

  • Structural analysis of competitive behavior: New Empirical Industrial Organization methods in marketing

    Vrinda Kadiyali;K. Sudhir;Vithala R. Rao

  • A General Choice Model for Bundles with Multiple-Category Products: Application to Market Segmentation and Optimal Pricing for Bundles:

    Jaihak Chung;Vithala R. Rao

  • Beyond conjoint analysis: Advances in preference measurement

    Oded Netzer;Olivier Toubia;Eric T. Bradlow;Ely Dahan

  • A CONSTRAINED UNFOLDING METHODOLOGY FOR PRODUCT POSITIONING

    Wayne DeSarbo;Vithala R. Rao

  • Modeling Methods for Discrete Choice Analysis

    Moshe Ben-Akiva;Daniel Mcfadden;Makoto Abe;Ulf Böckenholt

  • Models of Multi-Category Choice Behavior

    P. B. Seetharaman;Siddhartha Chib;Andrew Ainslie;Peter Boatwright

  • Brand extension and customer loyalty: evidence from the lodging industry

    Weizhong Jiang;Chekitan S. Dev;Vithala R. Rao

  • Inference of Hierarchical Choice Processes from Panel Data

    Vithala R. Rao;Darius Jal Sabavala

  • Modeling the decision to add new products by channel intermediaries.

    Vithala R. Rao;Edward W. McLaughlin

  • An approach to assess the importance of brand equity in acquisition decisions/ Vijay Mahajan, Vithala R. Rao, and Rajendra K. Srivastava

    Vijay Mahajan;Vithala R. Rao;Rajendra K. Srivastava

  • Multiple-Category Products: Application to Market Segmentation and Optimal Pricing for Bundles

    Jaihak Chung;Vithala R. Rao

Frequent Co-Authors

Paul E. Green
Paul E. Green University of Pennsylvania
Wayne S. DeSarbo
Wayne S. DeSarbo Pennsylvania State University
K. Sudhir
K. Sudhir Yale University
Yoram Wind
Yoram Wind University of Pennsylvania
Naresh K. Malhotra
Naresh K. Malhotra Georgia Institute of Technology
Rajendra K. Srivastava
Rajendra K. Srivastava Indian School of Business
Jay Hauser
Jay Hauser University of California, Los Angeles
Vijay Mahajan
Vijay Mahajan The University of Texas at Austin
S. Abraham Ravid
S. Abraham Ravid Yeshiva University
Eric T. Bradlow
Eric T. Bradlow University of Pennsylvania

External Links

Wikipedia of Vithala R. Rao Personal website of Vithala R. Rao Google Scholar page

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