Authors: Desarbo, Wayne Rao, Vithala R.

Citation: Desarbo, Wayne et R. Rao, Vithala, A Constrained Unfolding Methodology for Product Positioning, Marketing science , 5(1), 1986, pp. 1-19

Authors: Rao, Vithala R.

Citation: R. Rao, Vithala, Comments on "Predicting Customer Value Using Clumpiness from RFM to RFMC", Marketing science , 34(2), 2015, pp. 213-215

Authors: Desarbo, Wayne S. Rao, Vithala R. Steckel, Joel H. Wind, Jerry Colombo, Richard

Citation: S. Desarbo, Wayne et al., A Friction Model for Describing and Forecasting Price Changes, Marketing science , 6(4), 1987, pp. 299-319

Authors: Narayan, Vishal Rao, Vithala R. Saunders, Carolyne

Citation: Narayan, Vishal et al., How Peer Influence Affects Attribute Preferences: A Bayesian Updating Mechanism, Marketing science , 30(2), 2011, pp. 368-384

Authors: Farquhar, Peter H. Rao, Vithala R.

Citation: H. Farquhar, Peter et R. Rao, Vithala, A balance model for evaluating subsets of multiattributed items, Management science , 22(5), 1976, pp. 528-539

Authors: Rao, Vithala R. Yu, Yu Umashankar, Nita

Citation: R. Rao, Vithala et al., Anticipated vs. Actual Synergy in Merger Partner Selection and Post-Merger Innovation, Marketing science , 35(6), 2016, pp. 934-952