Mr. Rajendra Srivastava is the Novartis Professor of Marketing Strategy and Innovation of The Indian School of Business (ISB). He comes with experience of over 30 years as an academic and administrator. He has held several tenured faculty and administrative positions during his career. Before joining the ISB, he was Provost and Deputy President of Academic Affairs at Singapore Management University.

Mr. Rajendra Srivastava’s research interests include Marketing Strategy, Marketing Metrics, and Brand/Customer Management. His current work focuses on Business Model Innovations, especially in Services, B2B, Technology and Emerging Markets. He is best known globally, for his work on measuring the impact of market-facing business processes (innovation, supply-chain and customer management), that create value for customers, and the value of market-based assets (customers, channels, brands and value networks). He is also well known for his work in competitive market structures and brand equity/strategic brand management. His latest research and teaching interests include Business Model Innovation, Strategic Performance Management, Marketing Accountability and Driving Growth and Shareholder Value.

Mr. Rajendra Srivastava is a highly cited scholar with work published in leading marketing journals. He is also the recipient of several awards and honours. He has been actively involved in setting up several new postgraduate and doctoral programmes as well as research centres and initiatives in close collaboration with the industry. He has also been involved in consulting and senior management training with global MNCs and brings a unique blend of experiences integrating academic and business perspectives from the west and the east. He is committed to cross-functional integration in the management of business processes and has championed inter-disciplinary research and academic programmes, and has nurtured multi-disciplinary areas of excellence in financial markets, innovation and business analytics.

His research, spanning marketing and finance/economics, has been published in the Journal of Marketing, Journal of Marketing Research, Marketing Science and Journal of Banking and Finance. He was a guest editor for the Journal of Marketing Research’s Special Issue on Brand Management and Equity, and the Journal of Marketing Special Issue on Marketing Strategy Meets Wall Street. Additionally, he has served on the editorial boards of several academic journals including the Journal of Marketing Research (JMR) and the International Journal for Research in Marketing (IJRM). Prior to SMU, he held distinguished research chairs and senior management positions at the University of Texas at Austin and Emory University in Atlanta. Professor Srivastava is an MBA and PhD (Business Administration) from the University of Pittsburgh, an MS in Industrial Engineering from the University of Rhode Island, and holds a BTech (Mechanical Engineering) degree from the Indian Institute of Technology, Kanpur.