Rajagopal is a Professor of Marketing at the EGADE Business School. He teaches various topics of marketing in undergraduate, graduate, doctoral and executive development programs at the institute.

He is Fellow of the Royal Society for the encouragement of Arts, Manufactures & Commerce, London and Fellow of Institute of operations management and Fellow of Chartered Management Institute. He holds doctoral degree from Pandit Ravishankar Shukla University, India.

Rajagopal has held key positions in many premier management institutes in India including Institute of Rural Management Anand and Administrative Staff College of India.[1].

Honors and awards

  • Article entitled "Measuring brand performance through metrics application" authored by Rajagopal which is published in the international refereed journal "Measuring Business Excellence[2]" has been chosen as a Highly Commended Award Winner at the Literati Network Awards for Excellence 2009. This award is instituted by the Emerald Group Publishing company and Editorial Team nominates what they believe has been that title’s Outstanding Paper and up to three Highly Commended Papers from the previous 12 months.
  • Outstanding Conference Award conferred by the Business and Economics Society International,[3] Worcester, MA USA in the annual conference of the society at Lugano, Switzerland during July 15–19, 2009.
  • Conferred the honor of Fellow of the Royal Society for the encouragement of Arts, Manufactures & Commerce, London, w. e. f. September 20, 2006
  • British Council Fellowship through Ministry of Urban Development, Government of India, 1994
  • Doctoral Fellowship of Indian Council of Social Science Research, Government of India, 1983
  • Doctoral Fellowship, Ministry of Social Welfare, Government of India, 1980–82
  • National Merit Scholarship- Ministry of Education, Government of India, 1977–79

Theoretical Contributions

Dr. Rajagopal in his book "Consumer Behavior:Global Shifts and Local Effects",[4] has discussed the new concepts around eleven Ps: product, price, place, promotion, packaging, pace (perceived competitive dynamics), people (front liners), performance, psychodynamics (word of mouth, social networking and grapevine effect), posture (personality, brand image, corporate reputation and trust), and proliferation. He argues that these factors actively influence consumer buying decisions. Hence, firms should build the customer value in reference to all P-factors for long term competitive advantage in the marketplace.[5] Customer portfolio management has emerged as an important tool for designing market segmentation and competitive strategies for emerging firms. Many management thinkers notable Cunningham, Fiocca, Shapiro, Krapfel, Sheth, and Zolkiewski had developed theories on customer relationship and portfolio management during 1982-2000. Dr. Rajagopal along with Sanchez R.,[6] upon reviewing the previewing the previous theories, have developed market environment related and value based customer portfolio management [7] models as an extension to those models formulated earlier. The customer portfolio models of Rajagopal and Sanchez have also been examined in various research studies conducted since 2003.[8]

Increasing competition in the global marketplace has put forth several issues for emerging firms to sustain their business. The local firms in the region face the higher threat for survival along the larger and stronger firms. Such firm constantly suffer from the dilemma on whether and how to compete or alternative how to lean towards merger with potential firms. Aflie Kohn has also addressed this issue in him book "No contest: A case against competition"[9] published by Houghton Mifflin, 1992. Dr. Rajagopal has developed a theoretical construct on both competition and cooperation,[10] that local firms face amidst growing competition. This model has been the guiding tool towards offering management training to SMEs in developing countries.[11] Dr. Rajagopal has made substantial contributions towards brand management notably on brand architecture, brand life cycle, brand score card and brand performance. His contribution on brand metrics as a tool to measure performance of the brand has won the Highly Commended Award of Emerald Literati Network (Emerald Publishing Group) in 2009. Dr. Rajagopal has discussed the concept of 5As, which constitute appraisal, awareness, acquaintance, association, and allegiance for measuring effectiveness of the brand.[12] He has also developed a taxonomy of less known brand stratification consisting of analogues brands, agitating brands and tensile brands. Such theoretical frame work in brand management is considered as a significant contribution to the literature.[13] He has also developed a taxonomy of less known brand stratification consisting of analogues brands, agitating brands and tensile brands. Such theoretical frame work in brand management is considered as a significant contribution to the literature.[14] The bottom of the Pyramid (BoP) concept has emerged as a new school of thought in business management founded by Professors C K Prahalad, Garry Hamel, and other contemporary to them. They focused on the concept the also consumers with low per capita income who are at the bottom of the pyramid of socio-economic strata should have the opportunity of buying global brands. Dr. Rajagopal has developed a model illustrating the management of brands at the bottom of the pyramid segment.[15] This is a pioneering contribution on branding in the context of bottom of the pyramid management thinking.[16]

New Insights

Brand Gravity

Brand Thrust

Brand Thrust Paradigm

Dr. Rajagopal has given many new insights in brand management. The concept of Brand Gravity[17] has been developed by him as a new paradigm that guides the manager to position a brand with competitive advantage. Rajagopal has argued that brands can become far better guides to consumers' future purchases if appropriately designed and positioned in the marketplace to drive consumer pull as a gravity factor. He has categorized brand gravity into vertical and horizontal thrusts that affects the brand performance as well as consumer perceptions on associating with the brand. The vertical thrust of the brands is supported by the luxury concepts, breakthrough technology, unique selling proposition and high brand equity while horizontal trust of brand can be created by the companies through point of sales promotion despite apparent risks in acquiring and retaining customers. This concept has also been identified as Brand G-Force.[18] The concept of brand gravity is new to marketing literature.

Symphony Paradigm in Management

Peter Drucker, first proposed the metaphor of the manager as a symphony conductor [19] and argued that each institution of society, including business, must pursue its specialized function in the same way that each player in an orchestra must play his part. Professor Rajagopal has elaborated the metaphor given by Drucker in his conceptual paper published in Journal of Transnational Management[20] has developed the Symphony Paradigm to contribute to art of management of firms engaged in manufacturing and marketing by guiding integrated interaction in their planning, communication and management strategies to ensure sustainable growth and competitive advantage in the marketplace. The Symphony Paradigm explains that the role players in an organization function on three different platforms- Front stage, Center Stage, and Back Stage. The symphony paradigm allows firms to integrate multiple tasks in marketing strategy administration and control in order to improve the managerial efficiency and performance of the business firm. Often in a competitive marketplace, it is impossible for firms to predict market situations clearly ex-ante (before the strategy implementation) because of the opportunistic behaviors of competing firms in the absence of effective governance. The symphony paradigm explains that managers can develop relational platforms for effective interactions among various levels of development of marketing strategies. The model exhibited in the Figure illustrates that behavioral and managerial determinants provide a framework of contextual variables and relational characteristics that need to be considered in corporate efforts to control market opportunism.


Following books are published by Rajagopal. Of these some are recommended in various management schools in India. Among Indian management schools his books are recommended for the post-graduates programs in agricultural marketing of Pondicherry University,[21] University of Rajasthan,[22] University of Madras[23] and many more.

  • Dynamics of Agricultural Marketing in Tribal India, Rainbow Publications, Coimbatore, India,
  • Planning Agricultural Marketing in India, Rainbow Publications, Coimbatore, India, 1987,
  • Marketing in Peasant Economy: History and Trend, Manas Publications, Delhi, 1988, ISBN 81-7049-022-7
  • Microeconomics|Micro level Planning for Agricultural Marketing, Renaissance Publishing House, Delhi, 1988, ISBN 81-85199-28-0
  • State and Agricultural Trade, Renaissance, Publishing House, Delhi, 1989, ISBN 81-85199-33-7
  • Rural Marketing in India, Renaissance Publishing House, Delhi, 1989, ISBN 81-85199-34-5
  • Agri-business and Entrepreneurship, Anmol Publications, New Delhi, 1990, ISBN 81-7041-233-1
  • Indian Agriculture : An Analysis of Backward and Forward Linkages, Inter India Publications, New Delhi, 1990, ISBN 81-210-0260-5
  • Understanding Rural Marketing, Daya Publishing House, Delhi, 1991, ISBN 81-7035-101-4
  • Entrepreneurship and Rural markets, Rawat Publications, Jaipur, India, 1992, ISBN 81-7033-167-8
  • Indian Rural Marketing: Text and Cases, Rawat Publications, Jaipur, India, 1993, ISBN 81-7033-214-4
  • Rural Marketing Management, Discovery Publishing House, Delhi, 1994, ISBN 81-7141-261-0
  • Rural Market Administration in India, Kaveri Books, New Delhi, 1995, ISBN 81-7479-004-7
  • Organizing Rural Business: Policy, Planning and Management, Sage, New Delhi, 1995, ISBN 0-8039-9200-9 (US) ISBN 81-7036-428-0 (India)
  • Planning for Rural Development Administration, Rawat Publishing House, Jaipur, India, 1995 ISBN 81-7033-284-1
  • Development of Agricultural Marketing in India, Printwell Publications, Jaipur, India, 1995, ISBN 81-7044-453-6
  • Principles of Marketing: Text with Indian Cases, Chanakya Publications, New Delhi, 1996, ISBN 81-7001-109-4
  • Rural Marketing: Development, Policy, Planning and Practice, Rawat Publications, Jaipur, India, 1998, ISBN 81-7033-469-4
  • Marketing: Concept and Cases, New Age International Publishers Ltd, New Delhi, 2000, ISBN 81-224-1154-1
  • Marketing Management: Text and Cases, Vikas Publishing House, New Delhi, 2000, ISBN 81-259-0773-4
  • Competitor Analysis and Strategy Building, Wheelers Publishing, New Delhi
  • Marketing Strategy: Strategy, Implementation and Control (management)|Control, Rawat, Jaipur, India, 2004, ISBN 81-7033-809-3
  • International Marketing: Global Environment, Corporate Strategy, Case Studies, Vikas Publishing House, New Delhi, India 2006, ISBN 81-259-1856-6 [24]
  • Marketing Dynamics: Theory and Practice, New Age International (Formerly Wiley Eastern Ltd.), New Delhi, India ISBN 81-224-1942-9 [25]
  • Dynamics of International Trade and Economy: An Inquiry into Emerging Markets, Nova Science Publishers Inc., Hauppauge, New York , 2007 ISBN 1-60021-71-9 [26]
  • Brand Management: Strategy, Measurement and Yield Analysis, Nova Science Publishers Inc., Hauppauge, New York , 2008 ISBN 1-60021-945-4,[27]
  • Globalization Thrust: Driving Nations Competitive, Nova Science Publishers Inc., Hauppauge, New York , 2008 ISBN 978-1-60456-712-0 [28]
  • Information Communication Technologies and Globalization of Retailing Applications, IGI Global, Hershey, PA, 2009, ISBN 1-60566-248-8 [29]
  • Consumer Behavior: Global Shifts and Local effects, Nova Publishers, New York[30]
  • Sales Dynamics: Thinking Outside the Box, Nova Science Publishers Inc., Hauppauge, New York , ISBN 978-1-61728-776-3[31]
  • Product Strategy and Six Sigma: Challenges, Convergence and Competence, Nova Science Publishers Inc., Hauppauge, New York , 2011, ISBN 978-1-61761-604-4 [32]

Rajagopal's book on Consumer Behavior examines how consumer behavior is influenced in emerging markets by the marketing strategies of global firms and analyzes its impact on market, culture and consumption that contribute to the broader socio-economic development, values and lifestyle of consumers around. This book is based on extensive research and analysis of previous studies, and the book contains over 700 references. Author has developed new consumer behavior paradigms in the book. Notably the discussion on 11-Ps (product, price, place, promotion, packaging, pace, people, psychodynamics, posture and proliferation)drive new thinking on consumer behavior analysis.

Research papers and innovative teaching practices

Rajagopal has strong research orientation. He is very methodological in conducting the research. He has a high quality track record of research which is evident from numerous publications including research papers in international refereed journals, working papers,[33] books on marketing,[34] business case studies,[35] distance education material and simulation exercises. Working papers are available with Social Science Research Network and Research Papers in Economics for the scholars interested to conduct future research on the subject. He is editor in chief of a refereed quarterly journal “International Journal of Leisure and Tourism Marketing”[36] published by Inderscience Publishers, UK and holds the status of Member of Editorial Board of international refereed journals including Journal of Retail and Leisure Property[37] (Palgrave Macmillan),Innovative Marketing[38] (Business Perspectives[39] ) and Journal of Tourism[40] (University Suceava, Romania). Rajagopal has been appointed also as Editor-in-Chief of the International Journal of Business Competition and Growth,[41] published quarterly by the Inderscience Publishers of United Kingdom.

Publications include:

  • Conceptual Analysis of Brand Architecture and Relationships within Product Category, Journal of Brand Management, Volume 11 (3), February, 2004 , 233-247 [42]
  • Analysis of Customer Portfolio and Relationship Management Models: Bridging Managerial Gaps, Journal of Business and Industrial Marketing, Vol. 20, No.6, June, 2005, 307-316 [43]
  • Measuring Customer Value and Market Dynamics for New Products of a Firm: An Analytical Construct for Gaining Competitive Advantage, Global Business and Economics Review, Vol. 8, No. 3-4, 2006, pp 187–205 [44]
  • Innovation and Business Growth through Corporate Venturing in Latin America: Analysis of Strategic Fit, Management Decision, Vol.44, Issue 5, 2006, 703-718 [45]
  • Trust and Cross-Cultural Dissimilarities in Corporate Environment, Team Performance Management-An International Journal, Vol. 12 , No. 7-8, 2006, pp 237–252 [46]
  • Leisure Shopping Behavior and Recreational Retailing: A Symbiotic Relationship of Marketplace Strategy and Consumer Response, Journal of Hospitality and Leisure Marketing, 15 (2), 2007, pp 5–31
  • Buying Decisions towards Organic Products: Analysis of Customer Value and Brand Drivers, International Journal of Emerging Markets, Vol. 2 No. 3, 2007, pp 236–251 [47]
  • New Product Development and Seasonality Effect in Food Products Retailing, Journal of Food Products Marketing, 14 (4), 178-199, 2008 [48]
  • Dynamics of Buyer-Supplier Co-dependency for Optimizing Functional Efficiency, International Journal of Logistics Systems and Management, Vol.4, Issue 4, 399-416, 2008 [49]
  • Organizational Buying and Sales Administration in the Retail Sector, Journal of Retail and Leisure Property, 7 (1), 2008, pp 3–20 [50]
  • Time Sharing at Leisure Facility Centers: Analysis of Sales Performance Indicators, Journal of Retail and Leisure Property, Vol. 7 (3), 248-262, 2008 [51]
  • Outsourcing Salespeople in Building Arousal towards Retail Buying, Journal of Database Marketing and Customer Strategy Management, 15 (2), 106-118, 2008 [52]
  • Point-of-sales promotions and buying stimulation in retail stores, Journal of Database Marketing and Customer Strategy Management, 15 (4), 249-266, 2008 [53]
  • Place Branding Architecture for Eco-tourism, International Journal of Leisure and Tourism Marketing, 1 (1), 58-69, 2009 [54]

In view of the above research insights, Rajagopal has developed many innovative and interactive learning approaches[55] that are being practiced in the courses of International Marketing and International Commerce Strategy delivered by Rajagopal.

Special assignments

Member, Working Group, Command Area Development, Tenth Five Year Plan, Planning Commission, Government of India, 1999–2001


  1. Administrative Staff College of India.
  2. Measuring Brand Perforamance Article.
  3. Business & Economics Society International.
  4. Rajagopal (2010), Consumer Behaviour:Global Shifts and Local Effects.
  5. Eleven Ps Model.
  6. Customer Portfolio Model.
  7. Portfolio Models.
  8. Citations.
  9. Aflie Kohn, No Contest: A Case Against Competition.
  10. Rajagopal (2007), International Journal of Business Environment.
  11. Competition and Cooperation Model.
  12. Rajagopal (2008), Measuring Business Excellence.
  13. Brand Metrics Model.
  14. Brand Variability and Risk Model.
  15. Rajagopal(2009), Mesuring Business Excellence.
  16. Model of Bottom of the Pyramid Brand Management.
  17. Brand Gravity and Performance in Satellite Markets, Journal of Transnational Management, 14 (4), 2009, 292-308.
  18. Dynamics of Brand G-Force in Developing Marketing Strategy, International Journal of Business Excellence, 3 (4), 2010, 383-396.
  19. Drucker, P. F. (1999), Creating community, Executive Excellence, 16(10), 5 
  20. Rajagopal (2011), The Symphony Paradigm: Strategy for Managing Market Competition, Journal of Transnational Management, 16 (3), 181-199.
  21. Course on Agricultural Marketing.
  22. Course on Marketing Management, University of Rajasthan.
  23. Course on Entrepreneurship , University of Madras.
  24. Book on International Marketing.
  25. Book on Marketing Dynamics.
  26. Book on International Trade.
  27. Book on Brand Management.
  28. Book on Globalization.
  29. Retailing Reference Book (In Press).
  30. Consumer Behavior-Global Shifts and Local Effects.
  31. Sales Dynamics: Thinking outside the Box.
  32. Product Strategy and Six Sigma: Challenges, Convergence and Competence.
  33. Working Papers.
  34. Books.
  35. Business Cases.
  36. IJLTM.
  37. JRLP.
  38. Innovative Marketing.
  39. Business Perspectives.
  40. Journal of Tourism.
  41. IJBCG.
  42. Conceptual Analysis of Brand Architecture.
  43. Analysis of Customer Portfolio.
  44. Measuring Customer Value.
  45. Innovation and Business Growth.
  46. Trust and Cross-Cultural Dissimilarities.
  47. Buying Decisions towards Organic Products.
  48. New Product Development.
  49. Dynamics of Buyer-Supplier Co-dependency.
  50. Organizational Buying and Sales Administration.
  51. Time Sharing at Leisure Facility Centers.
  52. Outsourcing Salespeople.
  53. Point of Sales Promotions.
  54. Place Branding Architecture.
  55. Teaching Practices.

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