Raghuram Bommaraju
Contact:
Share:
Raghuram Bommaraju
Associate Professor, Marketing
Executive Director - Fellow Programme Management (FPM)
Executive Director - Fellow Programme Management (FPM)
Biography
Raghuram Bommaraju is an Associate Professor of Marketing at the Indian School of Business (ISB). Prior to joining ISB, he served as an Assistant Professor at Iowa State University of Science and Technology. Professor Bommaraju currently focuses on two streams of research: sales force management and marketing-finance interface.
His first dissertation essay received the Best Dissertation Award from the Sales SIG (Sales Special Interest Group), and his second dissertation essay was published as the lead article in the 2019 January edition of the Journal of Marketing, a premier journal in marketing.
He holds a PhD in Marketing from the University of Houston, an MBA from XLRI Jamshedpur, and an MS in Quantitative Economics from the Indian Statistical Institute. Prior to his doctorate, he worked for four years across analytics and retail industries.
Education
- PhD in Marketing, University of Houston (UH), 2017
- MBA in Marketing, Xavier Labour Relations Institute (XLRI), 2012
- MS in Quantitative Economics, Indian Statistical Institute (ISI), 2007
- BS in Honours in Mathematics and Computer Science, Chennai Mathematical Institute (CMI), 2005
Experience
Academic positions
- 2023 - Present: Associate Professor, Indian School of Business
- 2019 - 2023: Senior Assistant Professor, Indian School of Business
- 2017 - 2019: Assistant Professor of Marketing, Iowa State University of Science and Technology, Ames, USA
Professional Positions
- 2012 - 2013: Senior Category Manager, Spencer’s Retail Limited, Kolkata
- 2008 - 2010: Consultant, Centre for Insurance and Risk Management, Chennai
- 2007 - 2008: Statistical Analyst, Flagstone Reinsurance, Hyderabad
Selected publications
- Kumar, Sumeet., Rayal, Snehil., Bommaraju, Raghuram., Varasala, Navya., Papineni, Sirisha., Deo, Sarang. (2025) "Understanding Providers’ Attitude Toward AI in India’s Informal Health Care Sector: Survey Study", Journal of Medical Internet Research - Formative Research, 9
- Mallapragada, Girish., Bommaraju, Raghu., Kumar, Alok., Pedada, Kiran. (Accepted) "To Acquire or To Ally? The Impact of Strategic Emphasis on Governance Mode Choice", Journal of Marketing Research
- Bommaraju, Raghu., Arunachalam, Swaminathan., Hohenberg, Sebastian. (Accepted) "Multi-Segment and Single Segment Sales Contests: Evidence From Field and Lab Experiments on their Effectiveness", Journal of Marketing Research
- Varma, Rajita., Bommaraju, Raghuram., Singh, Siddharth.S. (2023) "Female Chief Marketing Officers: When and Why Do Their Marketing Decisions Differ from Their Male Counterparts’?", Journal of Marketing Research
- Ambulkar, Saurabh., Arunachalam, S., Bommaraju, Raghu., Ramaswami, Sridhar. (2023) "Should a Firm Bring a Supplier into the Boardroom?", Production and Operations Management, 32 (1), 28-44
- Borah, Sourav., Mallapragada, Girish., Bommaraju, Raghu., Venkatesan, Raj., Thongpapanl, Tek. (2022) "Interfirm collaboration and exchange relationships: An agenda for future research", International Journal of Research in Marketing, 39 (2), 603-618
- Kaur, Preetinder., Ramaswami, Sridhar., Bommaraju, Raghu. (2021) "The Chief Marketing Officer: An Antidote to Myopic Earnings Management Practices", Marketing Letters, 32, 165–178
- Boichuk, Jeffrey., Bommaraju, Raghu., Ahearne, Michael., Krause, Florian., Steenburgh, Thomas. (2019) "Managing Laggards: The Importance of a Deep Sales Bench", Journal of Marketing Research, 56 (4), 652–665
- Bommaraju, Raghu., Ahearne, Michael., Krause, Ryan., Tirunillai, Seshadri. (2019) "Does a Customer on the Board of Directors Affect Business-to-Business Firm Performance?", Journal of Marketing, 83 (1), 8–23
- Bommaraju, Raghu., Hohenberg, Sebastian. (2018) "Self-Selected Sales Incentives: Evidence of their Effectiveness, Persistence, Durability, and Underlying Mechanisms", Journal of Marketing, 82 (5), 106-124
- Bommaraju, Raghu., Ahearne, Michael., Hall, Zach., Tirunillai, Seshadri. (2018) "The Impact of Mergers and Acquisitions on the Sales Force", Journal of Marketing Research, 55 (2), 254–264
In the press
- 2022: Ford’s India Exit: What Forced the US Carmaker’s U-Turn From the Indian Roads?, Quint.com.
- 2022: Tata Neu: Why the cross-selling idea may not sell, Forbes India.
- September , 2021: Private Equity (PE) Investments in Indian Healthcare: Key Drivers for Success, https://www.expresshealthcare.in/.
- August , 2021: Flip side of Private Equity investments in Indian healthcare, New Indian Express.
- July , 2021: Private equity in healthcare a blessing or bane?, New Indian Express.
