S.P. Raj

Chair, Department of Marketing, Distinguished Professor of Marketing, Director, MS Marketing Program
  • Email Contact Me
  • Phone 315-443-3147
  • Department Marketing
  • Office 638
S. P. Raj is chair of the marketing department and Distinguished Professor of Marketing at the Whitman School of Management. He is the Director of the MS-Marketing program and Earl V. Snyder Innovation Management Center.

He has served as interim dean and as senior associate dean for the school. He was also a tenured professor of marketing at Cornell University and a visiting faculty at Northwestern University.

Raj has taught marketing strategy, marketing management, integrated marketing communications, marketing and the Internet, and marketing research. His pioneering use of multimedia in the classroom was featured in Apple's "Imagine" series of videos for educators.

He is the author of several teaching cases, including a best case on Managerial Issues in Transitory Economies awarded by the European Foundation for Management Development in 2006. He has consistently received high commendations for his teaching in full-time and executive programs in the U.S. and internationally.

He has published in prestigious journals such as Marketing Science, Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Research Policy, European Journal of Operational Research, Research Policy, Journal of Product Innovation Management, and IEEE Transactions on Engineering Management. He is the founding editor of the Journal of Agribusiness in Developing and Emerging Economies.

Received commendation for achieving high student evaluations from the Office of the Dean, Kellogg Graduate School of Management, Northwestern University.

Received very favorably by students at all levels as reflected in a typical comment by a participant in an executive program: “Raj is not just deeply knowledgeable – he knows how to project that knowledge and make it available for his audience. Great framework, organization and style – presented with wonderful personality.”

Raj earned a bachelor’s degree with distinction in electronics engineering from the Indian Institute of Technology, Madras, and master’s and doctoral degrees in industrial administration from Carnegie-Mellon University.
PhD, Marketing, Carnegie-Mellon University BS, Electronics Engineering , Indian Institute of Technology
Raj's research on marketing strategies, their influence on customer behavior, and managing new product development and innovation is cited extensively with over 1350 citations in the Social Sciences Citation Index and has been recognized with awards such as the John D.C. Little Award by the Institute for Management Sciences, finalist for the William F O'Dell award by the Journal of Marketing Research, and the Donald R. Lehmann Award by the AMA. His research was supported by the NSF/Corporate Center for Innovation Management Studies.


  • Innovation's domain: The need for a sharper yet broader focus

    2022 Journal of Product Innovation Management,

  • Manufacturer adoption of a unilateral pricing policy in a multi-channel setting to combat customer showrooming

    2020 Journal of Business Research,110, Rhee, B., Sivakumar, K.

  • The R&D Outsourcing Decision: Environmental Factors and Strategic Considerations

    2014 International Journal of Innovation and Technology Management,11,02, Pattit, J., Wilemon, D.

  • Pricing of experience products under consumer heterogeneity

    2013 International Journal of Hospitality Management,33,1,6-18, Adhikari, A., Basu, A.

  • An institutional theory investigation of U.S. technology development trends since the mid-19th century

    2012 Research Policy,41,2,306-318, Pattit, J., Wilemon, D.

  • Bidding Strategies and Consumer Savings in NYOP Auctions

    2012 Journal of Retailing,88,1,180-188, Joo, M., Mazumdar, T.

  • Inaugural Editorial

    2011 Journal of Agribusiness in Developing and Emerging Economies,1,1,

  • Components of optimal price under logit demand

    2007 European Journal of Operational Research,182,3,1084-1106, Basu, A., Mazumdar, T.

  • Reference price research: Review and propositions

    2005 Journal of Marketing,69,4,84-102, Mazumdar, T., Sinha, I.

  • Indirect network externality effects on product attributes

    2003 Marketing Science,22,2,209-221+269, Basu, A., Mazumdar, T.

  • Effects of technological hierarchy on brand extension evaluations

    1999 Journal of Business Research,46,1,31-43, Jun, S., Mazumdar, T.

  • Product Management in the Marketing of Financial Services

    1999 International Journal of Bank Marketing,17,7, Gupta, A., Streiter, J., Wilemon, D.

  • A comparative analysis of reference price models

    1997 Journal of Consumer Research,24,2,202-214, Briesch, R., Krishnamurthi, L., Mazumdar, T.

  • Quality tier competition: How price change influences brand choice and category choice

    1997 Journal of Marketing,61,3,71-84, Sivakumar, K.

  • Product Management in the Marketing of Financial Services

    1997 Journal of Services Marketing, Gupta, A., Streiter, J., Wilemon, D.

  • Sales Tax Experiment Results Need Careful Interpretation

    1997 The Syracuse Post Standard, Mazumdar, T.

  • Strategic partnering for developing new products

    1996 Research - Technology Management,39,3,41-49, Millson, M., Wilemon, D.

  • Unique Inter-Brand Effects of Price on Brand Choice

    1995 Journal of Business Research,34,1,47-56, KRISHNAMURTHI, L., SIVAKUMAR, K.

  • Quality-Tier Competition: Impacts of the ‘Whether’ Decision and the Direction of Price Change

    1995 95-106, Sivakumar, K.

  • Asymmetric Response to Price in Consumer Brand Choice and Purchase Quantity Decisions

    1992 Journal of Consumer Research,19,3,387-400, KRISHNAMURTHI, L., Mazumdar, T.

  • A Survey of Major Approaches for Accelerating New Product Development

    1992 Journal of Product Innovation Management,9,1,53-69, Millson, M., Wilemon, D.

  • "Accelerating the Development and Introduction of Technology-Based New Industrial Products

    1992 Innovation Management Studies,

  • An Empirical Analysis of the Relationship between Brand Loyalty and Consumer Price Elasticity

    1991 Marketing Science, Krishnamurthi, L.


    1991 Marketing Science,10,2,172-183, KRISHNAMURTHI, L.

  • Intervention Analysis Using Control Series and Exogenous Variables in a Transfer Function Model - a Case Study

    1989 International Journal of Forecasting,5,1,21-27, KRISHNAMURTHI, L., NARAYAN, J.

  • A Model of Brand Choice and Purchase Quantity Price Sensitivities

    1988 Marketing Science,7,1,1-20, KRISHNAMURTHI, L.

  • Managing the R&D-Marketing Interface in High-Technology Companies

    1987 Research Management,30,2,38-43, GUPTA, A., WILEMON, D.

  • Intervention Analysis of a Field Experiment to Assess the Build-up Effect of Advertising

    1986 Journal of Marketing Research,23,4,337-345, KRISHNAMURTHI, L., NARAYAN, J.

  • A Model for Studying R&D-Marketing Interface in the Product Innovation Process

    1986 Journal of Marketing,50,2,7-17, GUPTA, A., WILEMON, D.

  • R&D and Marketing Managers in High-Technology Companies: Are They Different?

    1986 IEEE Transactions on Engineering Management,33,1,25-32, GUPTA, A., WILEMON, D.

  • Effect of Advertising on Consumer Price Sensitivity

    1985 Journal of Marketing Research,22,2,119-129, KRISHNAMURTHI, L.

  • R&D and Marketing Dialogue in High-Technology Firms

    1985 Industrial Marketing Management,14,4,289-300, GUPTA, A., WILEMON, D.

  • The R&D - Marketing Interface Challenge in High-Technology Firms

    1985 Journal of Product Innovation Management,2,1,12-24, GUPTA, A., WILEMON, D.

  • Striking a Balance Between Brand 'Popularity' and Brand Loyalty

    1985 Journal of Marketing,49,1,53-59,

  • Communication Gap Threatens Success in Introducing High Technology Products

    1984 Marketing News, Gupta, A., Wilemon, D.



  • Effect of Advertising on High and Low Loyalty Consumer Segments

    1982 Journal of Consumer Research,9,1,77-89,

  • Attractive and Retentive Effects of Advertising

    1982 Journal of Advertising Research,22,2,53-59,

  • Attitude Change or Attitude Formation? An Unanswered Question

    1978 Journal of Consumer Research, Chakravarthi, D.

  • Jan 01, 2021

    Recognized for article as Top-10 Most Influential Academic Articles on Marketing Practice

  • Dec 01, 2015

    JADEE was successful in being selected for inclusion in the Web of Science Citation database based on its track record of the journal.

    Web of Science
  • Aug 01, 2015

    Best Paper in Pricing Track

    American Marketing Association Summer Educators Conference
  • Jan 01, 2014

    Oberwager Award

  • Jan 01, 2007

    Commendation for Achievement in high student evaluations of teaching

    Northwestern University
  • Aug 01, 2006

    Best Track Paper

    American Marketing Association Summer Educators Conference
  • Jan 01, 2006

    European Foundation for Management Development

  • Jan 01, 2005

    Best Track Paper

    American Marketing Association Summer Educators Conference
  • Jan 01, 2000

    Award for Exceptional Service

    Whitman School of Management, Syracuse University
  • Jan 01, 1999

    The 1999 Donald Lehmann award

    American Marketing Association
  • Jan 01, 1992

    Model planning effort

    UCLA Report
  • Jan 01, 1991

    Best Track Paper

    American Marketing Association Summer Educators Conference
  • Jan 01, 1990

    Finalist for the 1990 William F O'Dell Award

    Journal of Marketing Research
  • Jan 01, 1988

    The John D.C. Little Best Paper Award

    The Institute for Management Sciences, College on Marketing
  • Jan 01, 1987

    Second place

    American Marketing Association Summer Educators Conference
  • Jan 01, 1977

    Doctoral Research Award

    American Marketing Association