Rajendra Srivastava

Leading authority on brand and marketing strategy

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Unknown, Singapore

Dr. Srivastava is the Provost and Deputy President for Academic Affairs at the Singapore Management University as well as the Roberto C. Goizueta Chair in e-Commerce and Marketing & Director of the Emory Marketing Institute at the Goizueta Business School, Emory University.

Dr. Srivastava is a leading authority on brand and marketing strategy and is well known for his contributions to marketing metrics. He is considered a pioneer on topics such as returns on strategic marketing investment and strategies for driving shareholder value. His work on the impact of market-based assets on shareholder value in the Journal of Marketing received both the 1998 Maynard and MSI/Paul Root Awards for the article judged to contribute most to the theory and practice of marketing, respectively, and he received the Mahajan Award for Career Contributions to Marketing Strategy from the American Marketing Association in 2004. More recently, he received the Sheth Foundation Award for long-term contributions to the Marketing discipline.

Professor Srivastava has worked closely with industry especially in the technology and financial services sector. He has consulted for or delivered executive programs for companies such as 3M, AT&T, Applied Materials, Capital One, Citigroup, Coca Cola, Dell Computers, Deutsche Bank, Dow Chemicals, Du Pont, GE, GfK, Hallmark, Hewlett-Packard, HSBC, IBM, Imation, Johnson & Johnson, Leo Burnett, LG Electronics, Lucent Technologies, Microsoft, Milliken, Nokia, Suez (France), Texas Instruments, Xerox Corporation, VITRO (Mexico).

Raj has served on the faculty at the University of Texas at Austin, Emory University and Singapore Management University. He has also served as a visiting faculty at London Business School, Indian School of Business and Helsinki School of Economics. He holds a B.Tech.from Indian Institute of Technology, Kanpur; an MS in Industrial Engineering; and an MBA and a Ph.D. in Marketing from the University of Pittsburgh.

Dr. Srivastava’s research, spanning marketing and finance, has been published in Journal of Marketing, Journal of Marketing Research, Marketing Science and Journal of Banking and Finance. He is considered a thought leader on issues related to strategic brand management, customer management and market-driving strategies. His current research focuses on the impact of marketing processes and market-based assets on corporate financial performance and shareholder value.

Dr. Srivastava has served on editorial boards of Journal of Marketing Research, Journal of Academy of Marketing Science, Journal of Business and Industrial Marketing and High Technology Marketing Review. He was co-editor of a special issue on brand management (Journal of Marketing Research) as well as on the impact of marketing on financial performance (Journal of Marketing).

Marketing Strategy

Marketing Metrics

Brand Management

Customer Management

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