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Sundar G. Bharadwaj
Visiting Professor of Marketing

Professor Bharadwaj is a Visiting Professor of Marketing at the Wharton School and a Professor of Marketing at the Goizueta Business School at Emory University where he has been on the faculty since 1993. His research focuses on business problems relating to current and long-term returns and risks to marketing investments in brands, customers, innovation, and marketing strategy. He has received an Early Career Award from the Marketing Strategy Special Interest Group of the American Marketing Association.Recently, his work on cross-functional processes and manufacturing performance published in the Information Systems Research received the Runner-up award for Best Paper published in the journal. His research that introduces a relational process-oriented approach to customer solutions published in the Journal of Marketing was a finalist for the Maynard Award for theoretical contributions in 2007. His research on the process of marketing strategy making published in the Journal of Marketing was awarded the Marketing Science Institute/Paul Root Award for contribution to the Practice of Marketing in 1999 by the American Marketing Association. His framework for assessing a service firm’s competitive advantage in a global market has been awarded for best research in services in 1993 by the American Marketing Association. Similarly, his research on the role of functional conflict in marketing strategy quality and creativity was awarded by the Journal of Academy of Marketing Science in 1996. His doctoral research on core competencies of a firm and brand equity was awarded by the American Marketing Association.

At Goizueta, Professor Bharadwaj teaches the core Marketing Management class in the MBA, Exec MBA, Marketing Strategy in the Modular Exec MBA and a Marketing Strategy Seminar in the PHD programs at Goizueta. He has also taught courses in B2B Marketing, services marketing and retail to undergraduates and MBAs. He also teaches in the brand management, e-marketing, marketing strategy, customer and pricing management programs targeted at corporate executives. He has served as the Director of the Marketing area’s doctoral Program, enjoys mentoring doctoral students, and has chaired a number of doctoral student dissertations. He has also served as the area coordinator of the marketing area. He has been a visiting faculty member at the Indian School of Business and Singapore Management University.

Professor Bharadwaj has held brand management and sales management positions in multinational corporations (such as SmithKline Beechams and AMUL) where he developed branding strategies and channel strategies for new and existing product. He has executive education and consulting experience in areas related to brand strategy, customer/Key account management, marketing strategy, pricing strategy and new product management with U.S., European and Asian firms ranging from Coca Cola, IBM, Microsoft, KPMG, Nokia, NOL, Siemens, Rock-Tenn, Schneider Electric, Synovate, and Singhealth.

Publications

Martha Tipton, Sundar Bharadwaj, Diana Robertson (2009), "Regulatory Exposure of Deceptive Marketing and Its Impact on Firm Value", Journal of Marketing

Kapil Tuli, Sundar Bharadwaj, (2009), "Examining the Relevance of Customer Satisfaction for Wall Street: The Case of Systematic and Idiosyncratic Risk of Stock Returns", Journal of Marketing

S. Cem Bahadir, Sundar Bharadwaj, Rajendra Srivastava (2008), "Financial Value of Brands in Mergers and Acquisitions: Does Value Lie in the eyes of the Beholder", Journal of Marketing

Sundar Bharadwaj, Anandhi Bharadwaj, Elliot Bendoly (2007), "The Performance Effects of Complementarities Between Information Systems, Marketing, Manufacturing, and Supply Chain Processes", Information Systems Research

Kapil Tuli, Ajay Kohli, Sundar Bharadwaj, (2007), "Rethinking Customer Solutions: From Product Bundles to Relational Processes", Journal of Marketing

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Awards

Runner-up Award for Best Paper Published in Information Systems Research (Informs) in 2007, 2008

Finalist Maynard Award for most impactful theoretical contribution, 2007

Winner Early Career Award, Marketing Strategy Special Interest Group, American Marketing Association in 2004 based on productivity and impact, 2004

1999 MSI/Paul Root Award for the Best Impact on the Practice of Marketing from the American Marketing Association, 2000

Honorable Mention in the 1994 John A. Howard Doctoral Dissertation Award Competition conducted by the American Marketing Association, 1994

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Teaching Programs

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Sundar G. Bharadwaj
700 Jon M. Hunstman Hall
3730 Walnut Street, University of Pennsylvania
Philadelphia , PA 19104-6304
Phone: (215) 898-0232
Fax: (215) 898-2534
sundarbh@wharton.upenn.edu

Wharton Page

Research Interests: Financial Risk and Return of Marketing Strategy; Marketing-Finance Interface; Customer Solutions; Customer Management; Marketing and cross-functional interactions; Innovation management and Brand management

Current Projects:
Linking Customer Attitudinal and Behavioral Metrics to Financial Outcomes: A Latent Growth Mixture Model Approach

Last Modified September 18, 2009