Product
MarketingCornell Certificate Program

Justin P. Johnson received his PhD from MIT and is currently a professor of economics at Cornell University’s Samuel Curtis Johnson Graduate School of Management. He teaches business strategy to the School’s MBA and Executive MBA students.

Professor Johnson is an active and globally renowned researcher in economics and strategy, and a past editor at both the Journal of Industrial Economics and the International Journal of Industrial Organization, top journals in his field. He uses analytic tools from economics and game theory to better understand how firms can succeed in challenging environments, and what strategies they can adopt to either achieve or maintain dominance in markets. Much of his research is motivated by events in high-tech markets, such as older work on open source software and recent work on the business and pricing strategies of web-based resellers of airline tickets, hotel rooms, and other products. More broadly, he is interested in markets where rapid change is taking place and in how firms can survive and thrive in the face of such change.

In addition to his research, academic talks, teaching, and involvement with executive development, Professor Johnson discusses his research and its relevance to current matters of interest with governmental bodies around the world, including the US Department of Justice, the US Federal Trade Commission, the EU Directorate General for Competition, and the UK Competition Authority.

Vithala R. Rao, PhD., is the Deane W. Malott Professor of Management and Professor of Marketing and Quantitative Methods at the Samuel Curtis Johnson Graduate School of Management. He holds master’s degrees in mathematical statistics from the University of Bombay and in sociology from the University of Michigan, and a PhD in applied economics and marketing from the Wharton School of the University of Pennsylvania.

He has published over 135 papers on several topics including conjoint analysis and multidimensional scaling, pricing, bundle design, brand equity, market structure, corporate acquisition, and linking branding strategies to financial performance. His current work includes competitive bundling, diffusion of attribute information for new products, and trade promotions. His papers have appeared in the Journal of Marketing Research, Marketing Science, Management Science, Journal of Marketing, and Journal of Consumer Research, among others.

In addition to his 2004 book, Applied Conjoint Analysis, he is the co-author of Applied Multidimensional Scaling, Decision Criteria for New Product Acceptance and Success, and Analysis for Strategic Marketing. He also edited a volume of research papers entitled, Handbook of Pricing Research in Marketing.

Professor Douglas Stayman is an associate professor at the Johnson Graduate School of Management. His teaching and research interests are in the areas of advertising and consumer decision making. He came to Johnson from the University of Texas at Austin. His research has focused on the study of emotional responses to advertising and the role of affect in decision making. His work has involved methodological and measurement issues in studying emotions. He is also interested in theoretical accounts of the effects of emotions on people’s preferences. His research has been supported by grants from the Ogilvy Center for Research and Development, the Marketing Science Institute, and the American Academy of Advertising. He is currently involved in research into the future of professional, most specifically management, education.