Jagmohan Raju

Jagmohan Raju
  • Joseph J. Aresty Professor
  • Executive Director, Wharton Co-Sponsorship of Indian School of Business
  • Professor of Marketing

Contact Information

  • office Address:

    742 Jon M. Huntsman Hall
    3730 Walnut Street
    University of Pennsylvania
    Philadelphia, PA 19104

Research Interests: competitive strategy, pricing, private labels, retailing, incentives, sales promotions

Links: CV

Overview

Professor Jagmohan S. Raju is the Joseph J. Aresty Professor and the Executive Director of the Wharton-Indian School of Business Program. Professor Raju served as the Chair of Wharton’s Marketing Department for six years, and the Vice Dean for Wharton Executive Education and Wharton Online; also for six years. He led the integration of Wharton Online with Wharton Executive Education and shepherded Wharton Online’s several-fold growth in revenues during his term. He also led the launch of several new Open-Enrollment Programs and Senior Management Programs.

Professor Raju is internationally known for his research on pricing strategies, retailing, managing private labels, short-term price discounts, category management, incentives, and sales force compensation. In a recently published paper, Professor Raju and his co-authors examine how bricks and mortar retailers can better compete with online retailers.

Professor Raju’s research has been published in top-tier academic journals including Management Science, Marketing Science, Journal of Marketing Research and the Journal of Retailing. He served as the Marketing Editor of Management Science and the President of the INFORMS Society for Marketing Science; a professional organization whose members include marketing academics and business executives who apply quantitative methods to solve marketing problems. He is also a Fellow of the INFORMS Society for Marketing Science. His research has been recognized with several best paper awards.

He has consulted extensively with companies around the world including Pfizer, Medtronic, Abbot, Warner Home Video, and Johnson and Johnson on designing pricing strategies and developing launch plans for new products. He has also advised several Wharton student led start-ups on pricing and go to market strategies.

Professor Raju serves as an Independent Director on the board of Hero Motocorp, the largest two-wheeler manufacturer in the world, where he is a member of the audit committee, the nomination and remuneration committee and the corporate social responsibility committee. He also advises ASTARC Ventures, an early-stage VC fund, based in Mumbai.

Professor Raju’s taught the Core MBA Marketing Course at Wharton for nearly 20 years. Currently, he teaches the Pricing Policy elective offered to MBA’s as well as Executive MBA’s. He has won several teaching awards – at Wharton, UCLA and the Indian School of Business. In Executive Education, he is the Academic Director of Strategic Marketing for Competitive Advantage program, the Pricing Strategies program, as well as the General Management Program. Professor Nancy Rothbard and he are co-directing a soon to be launched flagship program targeted at Owner Presidents and CEO’s.

Professor Raju received his PhD (Business), MA (Economics) and MS (Operations Research) degrees from Stanford University, his MBA from the Indian Institute of Management where he was recognized for the best academic performance in both years, and his BTech in EE from the Indian Institute of Technology, Delhi.

Continue Reading

Research

Current Projects: Strategic alliances. Retailing decisions with special focus on private labels and category management. Internet pricing. Scenario forecasting for entertainment and high-tech products.

  • Andre Bonfrer and Jagmohan Raju (Working), CEO Succession and its Impact on Competitive Behavior.

  • Rajeev Tyagi and Jagmohan Raju (Working), Preemptive National Brand Positioning Strategies Response Store Brand Entry.

  • Rajeev Tyago and Jagmohan Raju (Working), The Effect of Entrant Brand Ownership on National Brand Positioning Strategies, Managerial and Decision Economics.

  • Z. John Zhang, Upender Subramanian, Jagmohan Raju (2014), The Strategic Value of High-Cost Customers, .

  • Z. John Zhang, Upender Subramanian, Jagmohan Raju (2013), Exclusive Handset Arrangements in the Wireless Industry: A Competitive Analysis, .

  • Z. John Zhang, Anne T Coughlan, S Chan Choi, Wujin Chu, Charles A Ingene, Sridhar Moorthy, V. Padmanabhan, Jagmohan Raju, David Soberman, Richard Staelin (2010), Marketing Modeling Reality, And The Realities of Marketing Modeling, .

  • S. Sajeesh and Jagmohan Raju (Working), Cost Leadership, Differentiation and Niche Strategies: Impact on Positioning and Pricing.

  • Jagmohan Raju and Z. John Zhang, Smart Pricing (:, 2009)

  • Yuxin Chen, Yogesh Joshi, Jagmohan Raju, Z. John Zhang (2009), A Theory of Combative Advertising, Marketing Science, 2006.

  • Tony Cui, Jagmohan Raju, Z. John Zhang (2008), A Price-Discrimination Theory of Trade Promotions, Marketing Science.

    Abstract: Critics have long faulted the wide-spread practice of trade promotions as wasteful. It has been estimated that this practice adds up to $100 billion worth of inventory to the distribution system. Yet, the practice continues. In this paper, we propose a price discrimination model of trade promotions. We show that in a distribution channel characterized by a dominant retailer, a manufacturer has incentives to price discriminate between the dominant retailer and smaller independents. While offering all retailers the same pricing policy, price discrimination can be implemented through trade promotions because they induce different inventoryordering behaviors on the part of retailers. Differences in inventory holding costs have been shown to be an important determinant of consumer promotions. Our analysis suggests that differences in holding costs are also potentially an important driver for the use of trade promotions. The implications from our model explain a number of anecdotal and /or empirically observed puzzles about how trade promotions are practiced. For example, our analysis explains why chain stores welcome trade promotions but independents do not. Our analysis outlines implications for managing trade promotions.

Teaching

All Courses

  • MKTG6110 - Marketing Management

    This course addresses how to design and implement the best combination of marketing efforts to carry out a firm's strategy in its target markets. Specifically, this course seeks to develop the student's (1) understanding of how the firm can benefit by creating and delivering value to its customers, and stakeholders, and (2) skills in applying the analytical concepts and tools of marketing to such decisions as segmentation and targeting, branding, pricing, distribution, and promotion. The course uses lectures and case discussions, case write-ups, student presentations, and a comprehensive final examination to achieve these objectives.

  • MKTG7540 - Pricing Policy

    The course provides a systematic presentation of the factors to be considered when setting price, and shows how pricing alternatives are developed. Analytical methods are developed and new approaches are explored for solving pricing decisions.

  • MKTG8990 - Independent Study

    A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.

  • MKTG9540 - Econ/Or Models in Mktg A

    This doctoral seminar reviews analytical models relevant to improving various aspects of marketing decisions such as new product launch, product line design, pricing strategy, advertising decisions, sales force organization and compensation, distribution channel design and promotion decisions. The primary focus will be on analytical models. The seminar will introduce the students to various types of analytical models used in research in marketing, including game theory models for competitive analysis, agency theory models for improving organization design and incentives within organizations, and optimization methods to improve decision making and resource allocation. The course will enable students to become familiar with applications of these techniques in the marketing literature and prepare the students to apply these and other analytical approaches to research problems that are of interest to the students.

  • MKTG9950 - Dissertation

    Dissertation

  • WH2160 - Global Modular Course

    TBD

Awards and Honors

  • Fellow, INFORMS Society for Marketing Science, 2017
  • 2012 Excellence in Teaching Award, MBA Core, 2012
  • 2012 Excellence in Teaching Award, Wharton Executive MBA Program Electives, 2012
  • MBA Excellence in Teaching: Elective Curriculum, 2011
  • Wharton MBA Program for Executives: Elective Teaching Award, 2011
  • WEMBA West Elective Teaching Award, 2009
  • Finalist, Best Paper Award, International Journal of Research in Marketing, 2006
  • Miller-Sherrerd MBA Core Course Teaching Award, 2006
  • WEMBA West MBA Elective Teaching Award, 2005
  • WEMBA West Elective Teaching Award, 2004
  • President: Society for Marketing Science, INFORMS, 2004
  • Finalist, Frank Bass Award, 2004
  • Best Core Course Teacher Award, Indian School of Business, 2003
  • Faculty Marshall, MBA Graduation Ceremony, 2002
  • Wharton Core Course Teaching Award, 2000
  • Wharton Executive MBA Teaching Award, 2000
  • Wharton Core Course Teaching Award, 1999
  • Marketing Professor of the Year (UCLA), 1992
  • George Robbins Award for Teaching (UCLA), 1991

In the News

Knowledge at Wharton

Wharton Stories

Activity

Latest Research

Andre Bonfrer and Jagmohan Raju (Working), CEO Succession and its Impact on Competitive Behavior.
All Research

In the News

Remembering A.P.J. Abdul Kalam: Leadership Lessons from a ‘People’s President’

A.P.J. Abdul Kalam, India’s former president, passed away on July 27. He leaves behind an erudite legacy.
…Read More

Knowledge at Wharton - 7/29/2015
All News

Wharton Magazine

Bringing Wharton to the World
Wharton Magazine - 04/15/2022

Wharton Stories

A person being filmed, visible on a camera monitor. The scene includes professional filming equipment, representing video production or an interview setup.Growing Wharton Online

How many people does it take to service over three million online learners worldwide? For Wharton Online, the answer is 10. The team is about the size of a typical startup in the education technology (or “edtech”) space. And according to former Vice Dean Jagmohan S. Raju of Wharton Executive…

Wharton Stories - 04/27/2022
All Stories