Chapter 11 Pricing models in marketing. - Vithala R. Rao (Marketing, 1993)

How Peer Influence Affects Attribute Preferences: A Bayesian Updating Mechanism. - Vishal Narayan; Vithala R. Rao; Carolyne Saunders (Mark. Sci., 2011)

Supply chains in the presence of store brands. - Xiang Fang; Srinagesh Gavirneni 001; Vithala R. Rao (Eur. J. Oper. Res., 2013)

Trade Promotion Decisions Under Demand Uncertainty: A Market Experiment Approach. - Hong Yuan; Miguel I. Gómez; Vithala R. Rao (Manag. Sci., 2013)

Early Adoption of Modern Grocery Retail in an Emerging Market: Evidence from India. - Vishal Narayan; Vithala R. Rao; K. Sudhir (Mark. Sci., 2015)

Anticipated vs. Actual Synergy in Merger Partner Selection and Post-Merger Innovation. - Vithala R. Rao; Yu Yu; Nita Umashankar (Mark. Sci., 2016)

A Dynamic Model of Rational Addiction with Stockpiling and Learning: An Empirical Examination of E-cigarettes. - Jialie Chen; Vithala R. Rao (Manag. Sci., 2020)

How sales promotion influences consumers' physical exercise and purchase behaviors: evidence from mobile exercise app data. - Seongsoo Jang; Hwang Kim; Vithala R. Rao (Inf. Technol. People, 2024)