Ramarao Desiraju, Ph.D.
Address: University of Central Florida
College of Business Administration
4000 Central Florida Blvd
Department of Marketing, BA-II Room 308-B
Orlando, FL 32816-1400
Email:
rdesiraju@bus.ucf.edu
Phone:
(407) 823-6521
Fax:
(407) 823-3891
Education:
Ph.D. (Marketing), University of Florida, 1992
B.Tech. (Electronics), Indian Institute of Technology, Madras, 1987
Academic Experience:
Professor, University of Central Florida (2006-Present)
Marketing Ph.D. Program Coordinator, University of Central Florida (2003-2008)
Associate Professor, University of Central Florida (1999-2006)
Visiting Assistant Professor, University of Florida (1998-1999)
Assistant Professor, University of Delaware (1992-1998)
Publications:
Xu, Yi, Haresh Gurnani and Ramarao Desiraju “Strategic Supply Chain Structure Design for a Proprietary Component Manufacturer.” forthcoming in Production and Operations Management.
Desiraju, Ramarao and David Sappington (2007) “Equity and Adverse Selection.” Journal of Economics and Management Strategy, 16, 2 (Summer), 285-318.
Desiraju, Ramarao and David Sappington (2007) “Equity and Adverse Selection with Correlated Costs.” Economics Letters, 95, 3 (June), 402-407.
Desiraju, Ramarao (2006) “Price Versus Quantity Monitoring.” Journal of Business,79, 5 (September), 2361-2379.
Chintagunta, Pradeep and Ramarao Desiraju (2005) “Strategic Pricing and Detailing Behavior in International Markets.” Marketing Science, 24, 1 (Winter), 67-80.
Desiraju, Ramarao, Harikesh Nair, and Pradeep Chintagunta (2004) “Diffusion of New Pharmaceutical Drugs in Developing and Developed Nations,” International Journal of Research in Marketing, 21 (4), 341-357.
Narayanan, Sridhar, Ramarao Desiraju and Pradeep Chintagunta (2004) “Return on Investment Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing Mix Interactions,” Journal of Marketing, 68, 4 (October), 90-105.
Desiraju, Ramarao (2004) “Costs and Benefits of Inducing Intrabrand Competition: The Role of Limited Liability,” Marketing Science, 23, 3 (Summer), 429-450.
Desiraju, Ramarao (2001) “New Product Introductions, Slotting Allowances, and Retailer Discretion,” Journal of Retailing, 77 (3), 335-358.
Shugan, Steve and Ramarao Desiraju (2001) “Retail Product-line Pricing Strategy when Costs and Products Change”, Journal of Retailing., 77 (1), 17-38. (Lead article. Winner of the 2003 Davidson Award.)
Desiraju, Ramarao and C. Gopinath (2001) “Encouraging Participation in Case Discussions: A Comparison of the MICA and the Harvard Case Methods,” Journal of Management Education, 25 (4), August, p. 394-408.
Desiraju, Ramarao and Steve Shugan (1999) “Strategic Service Pricing and Yield Management,” Journal of Marketing, 63 (January), 44-56. (Winner of the 1999 Marketing Science Institute/H. Paul Root Award.)
Desiraju, Ramarao and Sridhar Moorthy (1997) “Managing a Distribution Channel Under Asymmetric Information With Performance Requirements,” Management Science, 43, 12 (December), 1628-1644.
Mantrala, Murali, Kalyan Raman, and Ramarao Desiraju (1997) “Sales Quota Plans: Mechanisms For Adaptive Learning,” Marketing Letters, 8, 4 (October), 393-405.
Desiraju, Ramarao and Milind Shrikhande (1997) “Exchange Rate Pass-Through And The Role Of International Distribution Channels,” International Journal of Business, 2, 2, 1-28.
Desiraju, Ramarao (1996) “Channel Coordination In The Presence Of Two-Sided Asymmetric Information,” S. Jorgensen and G. Zaccour (Eds.), Lecture Notes in Economics and Mathematical Systems: Dynamic Competitive Analysis in Marketing, Springer: Berlin.
Desiraju, Ramarao (1993) “An Empirical Investigation of the Use of Exclusive Distribution in Marketing Channels,” in Avijit Banerjee (Ed.) Proceedings of Northeast Decision Sciences Institute, March.
Research Interests:
Incentives-related issues in channel and sales force management
Optimal pricing and other marketing mix strategies for manufacturers and retailers
Honors and Awards:
Keynote speaker, Game Theory In Marketing, HEC Montreal, Canada, 2005.
Consortium Faculty, 39th Annual AMA/Sheth Foundation Doctoral Consortium, 2004.
Winner, Journal of Retailing/William Davidson Award for the Best Paper, selected by the members of the Editorial Review Board, 2003
Winner, MSI Competition–Journal of Marketing Special Section: Linking Marketing to Financial Performance and Firm Value, 2002
Winner, MSI/Paul Root Award, selected by Journal of Marketing Editorial Review Board for making the most significant contribution to the advancement of marketing practice, 1999
Merit Certificate for securing a position within the top hundred ranks in the all India Joint Entrance Examination for admission into the Indian Institutes of Technology, 1983.
Competitive Research Grants at UCF: CBA Summer Research Grants, 2006, 2005, 2004, 2003, 2002, 2001; University Research Incentive Award, 2004; Galloway Performance Award 2003; Marketing Department Summer Grant, 2001;OIR In-House Research Grant, 2000.
Professional Activity:
Editorial Review Board Member of: Journal of Retailing, Journal of Business-to-Business Marketing, and Marketing Letters
Ad hoc reviewer for: Marketing Science, Management Science, Journal of Marketing, Journal of Marketing Research, Journal of Business, Journal of Economics and Management Strategy, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Personal Selling and Sales Management, Journal of Interactive Marketing, Journal of Business Research, European Journal of Operational Research, International Economic Review, AMA Educator's Conference Proceedings, World Marketing Congress of the Academy of Marketing Science, Houghton Mifflin and Blackwell Publishers.
Editor, Book Review Section, Journal of Marketing, 2005-2008.
Teaching and other Related Links:
Professor Desiraju has taught at the undergraduate, MBA and doctoral levels, and has experience teaching Marketing Models, Marketing Research, Sales Force Management, Marketing Channels and Retailing. Registered students should access class materials via Webcourses by clicking here.
For information on graduate studies at UCF (including the Ph.D. program with a Marketing concentration), click here.
Spring 2009, Office Hours: 8:00 - 11:00 on Wednesdays and 8:00 - 10:00 on Fridays.