The
Emory Marketing Institute pursues the advancement of brand
driven business performance.
Investments
in physical assets merely return the approximate cost of capital.
In today's environment, efficient financial markets make it relatively
easy to initiate purchases of real estate, factory machinery,
computer technology, or transportation equipment. However, since
just about any business can obtain these investments they do not
provide a source of competitive advantage nor above market returns.
In this modern era, companies' core value engines are rooted in
intangible assets. These intangible assets include things such
as the skill sets of the 'walking assets,' business processes
and methods, intellectual property, and market-based assets, like
brands and reputation.
Managers
lacking both a competency in managing brands and a nuanced understanding
about the value of investments in brand equity are forgoing the
higher returns realized by these intangible assets. Executive
management must have an accurate understanding of brand equity
drivers so they can lead, monitor and improve brand-based business
performance. Senior managers typically are well versed in the
management of tangible assets, but intangible assets are not managed
in the same mode as tangible assets. As a result, the attention
to which brand assets are managed often does not live up to the
same standards as those afforded to tangible assets.
The
Institute's lauded scholars lead the development of new knowledge
and insights for managing persistently profitable brands. The
Institute works collaboratively with its sponsors, other universities,
research organizations, and its members to devise cross-disciplinary
solutions for managing real world problems in brand strategy.
The Emory Marketing Institute is an independently managed
organization within the Goizueta Business School at Emory
University.
Who
We Work With
The
Institute works with leading scholars, research/data providers,
and top management teams to solve pressing issues in brand strategy.
What
We Do
The
Institute's lauded scholars lead the development of new knowledge
and insights for building, maintaining, enhancing, and revitalizing
persistently profitable brands. We help companies link brand equity
to business and shareholder value. We help management make decisions
in managing brands to accelerate cash flows, enhance cash flows,
and reduce vulnerability and volatility of cash flows, and optimize
the long-term value of the organization.
How
We Do It The
Institute works collaboratively with its sponsors, other universities,
research organizations, and its members to devise cross-disciplinary
solutions for managing real world problems in brand strategy.
We play an integrative role in problem solving, and capability
building. We focus on viable actions.
The
Team
Raj
Srivastavais the Director of the Emory Marketing
Institute. Raj is recognized as a leading scholar in the area
of performance driven marketing. One of the most cited scholars
in marketing strategy, his outlook and approach to business research
is multi-disciplinary. His background in operations, supply-chains
and finance when coupled with marketing expertise reinforce a
unique perspective on managing business processes and corporate
performance, especially in technology-driven markets.
Raj
has published research reports in Journal of Marketing, Journal
of Marketing Research, Management Science, Marketing Science,
International Journal for Research in Marketing, Journal of Banking
and Finance, Journal of Business, Journal of Management, Long
Range Planning among others. He 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.
Raj
has been officially recognized by many awards including the Mahajan
Award for Career Contributions to the Field of Marketing, the
Alpha Kappa Psi award from the American Marketing Association,
the Maynard Award, and the MSI/Paul Root Award.
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Douglas Bowman, Director of Academic Programs at the
Institute, is a principal liaison for the Institute's network
of scholars. He is the lead for managing Institute research in
response models.
His
research focuses on the dynamics of marketing strategy, response
models, and consumer behavior. He teaches the Brand and Product
Management course at the Goizueta Business School, and has received
accolades from Business Week as outstanding faculty. His research
has been published in journals that include the Journal of Marketing
Research, Marketing Science, and the International Journal of
Research in Marketing, and articles based on his research have
appeared in a number of newspapers and business magazines. In
2001 he won the coveted Paul E. Green Award for the paper published
in the Journal of Market Research deemed to have the greatest
potential to contribute significantly to the practice of marketing
research and research in marketing.
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Sundar
Bharadwaj is the primary liaison for managing
the network of scholar affiliated with the Institute. Sundar is
an Associate Professor of Marketing at the Goizueta Business School.
He
has published in the Journal of Marketing, Management Science,
Journal of Academy of Marketing Science, the Journal of Business
Research, the Journal of Product Innovation Management, the Journal
of Services Marketing, the Journal of International Consumer Marketing,
the Marketing Education Review, and Vikalpa.
Sundar
has been recognized and honored with many award's including: (1)
The MSI/PAUL ROOT AWARD for best paper published in the Journal
of Marketing having an impact on managerial practice in 1999,
(2) Best Paper Published in the Journal of Academy of Marketing
Science in 1996, (3) Best Services Article in 1993, presented
by the Services Interest Group of the American Marketing Association
(AMA) and (4) The Best Services Article in 1993 in the Journal
of Services Marketing.
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Greg
Thomas leads the design and implementation of
programs for the Emory Marketing Institute. He is the primary
media contact and acts as a liaison between the institute and
the business community. He is the Managing Director for Brandeverything,
a management consultancy focused on insight driven marketing.
He also has held positions in marketing management for several
technology focused firms including Lucent Technologies, Avaya,
Computer Sciences Corporation, and Synchrotech.
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Sriram
Venkataraman is an Assistant Professor of Marketing
Goizueta Business School and is lead analyst and number cruncher
for
the Institute.
-------
Christian
Sarkar is the managing editor of this site.
He is the founder and CEO of Double
Loop Marketing LLC, an online company specializing in
demand generation and thought-leadership based campaigns.
Emory
Marketing Institute
Emory University
1300 Clifton Road Atlanta, Georgia 30322
From
Interstate 85 North
Take I-85 southbound to North Druid Hills Exit#89 Make a left
over the bridge. Drive to Briarcliff Road (first major light Chic-fil-A
and Q-T gas station @ intersection) and make a right. Drive south
on Briarcliff Road (HWY 42) to Clifton Road NE (There will be
another Q-T near the intersection) and make a left (you will cross
over Lavista Rd enroute to Clifton Road). Drive approximately
.5 miles east (You will pass Emory Hospital) to Fishburne Drive.
Follow Fishburne to Mizell Dr. (bottom of the hill) and make a
left. Make another left onto Fishburne and a quick right into
visitor parking.
From
Interstate 75 North or South
Take exit 248-C, the Freedom Parkway exit. Cross Boulevard; continue
on Freedom Parkway; veer left at split; continue until it ends
at Ponce de Leon Avenue; then turn right. Off Ponce, turn left
on Briarcliff Road. Go approximately 2 miles to North Decatur
Road. Turn right and follow North Decatur Road one mile to the
Oxford Road intersection. Make a soft left onto Dowman Dr. then
the first right onto Fishburne Dr. Proceed past Glenn Memorial
church (on your right) and come up a slight incline to the Fishburne
visitor parking deck. Make a right into visitor parking.
Directions
to Event Room - Walking from Parking to the Event Room
The Goizueta Business School is a horseshoe-shaped building. From
the Fishburne parking deck, it is a 2-minute walk northward. You
will pass the School of Performing Arts before coming to the "b-school".
Enter through the school's right street-level entrance (same as
2nd floor). There is an elevator in the first hall.
Contact Us
Emory
Marketing Institute
Emory University
1300 Clifton Road Atlanta, Georgia 30322
Phone:
+1-404-727-9172
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Performance
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Executive Guide
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Raj
has published research reports in Journal of Marketing, Journal
of Marketing Research, Management Science, Marketing Science,
International Journal for Research in Marketing, Journal of Banking
and Finance, Journal of Business, Journal of Management, Long
Range Planning among others. He 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. 
Douglas Bowman,
Director of Academic Programs at the
Institute, is a principal liaison for the Institute's network
of scholars. He is the lead for managing Institute research in
response models. 
He
has published in the Journal of Marketing, Management Science,
Journal of Academy of Marketing Science, the Journal of Business
Research, the Journal of Product Innovation Management, the Journal
of Services Marketing, the Journal of International Consumer Marketing,
the Marketing Education Review, and Vikalpa.
