Sundar Bharadwaj

The Coca-Cola Company Chair of Marketing

105 Brooks Hall
310 Herty Drive
Athens, GA 30602
Phone Numbers
Work 706-542-5542
Email Address


Degree Field of Study Institution Graduation Year
  • Marketing
Texas A&M University

Research Interests

  • Marketing Strategy, Performance and Metrics
  • Customer Management
  • Innovation
  • Marketing-Finance Interface
  • Branding and Brand Management & Strategy

Prior Professional Positions

Organization / Department Title Years of Service
Emory University - Goizueta Business School
Professor of Marketing 1993 to 2011
Wharton, U. of Pennsylvania
Visiting Professor 2009 to 2010
Singapore Management University
Visiting Associate Professor 2005 to 2006


Award Name Awarded By Year Awarded
Best Paper Award
Research in Marketing
Distinguished Doctoral Alumni Award
Texas A&M University
Best Paper Runner Up
Information Systems Research

Editorial Appointments

Position Name of Journal Year(s)
Editorial Review Board
Journal of Marketing
1999 - present
Editorial Review Board
Journal of Strategic Marketing
2000 - present


Organization Title Year(s) Service Type
University of Georgia
Terry College of Business
Phd. Program Coordinator--Marketing 2011 - present University

Selected Publications

Journal Articles

  • Cem Bahadir, Sundar Bharadwaj and Raj Srivastava. Marketing Mix and Brand Sales in Global Markets: Examining the Contingent Role of Country-Market Characteristics . Journal Of International Business Studies, forthcoming 2015.
  • Stefan Sleep, Sundar Bharadwaj and Son Lam. 2014. Walking a Tightrope: The Joint Impact of Customer and Within-Firm Boundary Spanning Activities on Customer Satisfaction and Team Performance. Journal Of The Academy Of Marketing Science :1-18.
  • Guiyang Xiong and Sundar Bharadwaj. 2014. Pre-Release Buzz Evolution Patterns and New Product Performance. Marketing Science, 33 (3):401-21.
  • Guiyang Xiong and Sundar Bharadwaj. 2013. Asymmetric Roles of Advertising and Marketing Capability in Financial Returns to News: Turning Bad to Good and Good to Great . Journal Of Marketing Research, 50 (December):706-724.
  • Sundar Bharadwaj, Kapil Tuli and Andre Bonfrer. 2011. Brand Quality and Shareholder Wealth. Journal Of Marketing.
  • Guiyang Xiong and Sundar Bharadwaj. 2011. Social Capital of Young Technology Firms and Their IPO Values: The Complementary Role of Relevant Absorptive Capacity. Journal Of Marketing.
  • Kapil Tuli, Sundar Bharadwaj and Ajay Kohli. 2010. Ties That Bind: The Impact of Multiple Types of Ties with a Customer on Sales Growth and Sales Volatility. Journal Of Marketing Research.