Sundar headshot

Sundar Bharadwaj

  • The Coca-Cola Company Chair of Marketing and Professor, Department of Marketing


  • PhD, Marketing, Texas A&M University, 1994

Research Interests

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


Working Papers

  • Omar Rodriguez Vila and Sundar Bharadwaj. Engaging for Good: Drivers of Social Media Engagement with Prosocial Messages. Working Paper.

Journal Articles

  • Nita Umashankar, Cem Bahadir, Sundar Bharadwaj, “Despite Efficiencies, M&As Reduce Firm Value by Hurting Customer Satisfaction,” Forthcoming at the Journal of Marketing.
  • Omar Rodriguez Vila, Jeff Parker, Ryan Hamilton, Sundar Bharadwaj and Iman Paul, “ How Product Type and Organic-Label Structure Combine to Influence the Consumers’ Evaluations of Organic Foods,” Journal of Public Policy and Marketing, 40 (3), 419-28.
  • Omar Rodriguez Vila, Sundar Bharadwaj, Neil Morgan and Shubu Mitra (2020),”Is your Marketing Organization Ready for What Next for Marketing,” Harvard Business Review, November-December, 105-113.
  • S. Arunachalam, Cem Bahadir, Sundar Bharadwaj and Rodrigo Guesalaga (2020), “New Product Introductions for Low Income Consumers in Emerging Markets,” Journal of the Academy of Marketing Science, 48(5).
  • Omar Rodriguez Vila and Sundar Bharadwaj. 2017. Competing on Social Purpose. Harvard Business Review, (September-October):94-101.
  • Stefan Worm, Sundar Bharadwaj, Wolfgang Ulaga and Wener Reinartz. WHEN AND WHY DO CUSTOMER SOLUTIONS PAY OFF IN BUSINESS MARKETS?. Journal Of The Academy Of Marketing Science, 45(4):490-512.
  • Sundar Bharadwaj and Debanjan Mitra. Satisfaction (Mis)pricing Revisited: Real? Really Big?. American Marketing Association,80(September):116-121.
  • Sundar Bharadwaj. 2015. Developing new marketing strategy theory: addressing the limitations of a singular focus on firm financial performance. Ams Review.
  • Omar Rodriguez Vila, Sundar Bharadwaj and Cem Bahadir. 2015. Exploration- and Exploitation-Oriented Marketing Strategies and Sales Growth in Emerging Markets. Springer Press.
  • Rajdeep Grewal & Gary L. Lilien & Sundar Bharadwaj & Pranav Jindal & Ujwal Kayande & Robert F. Lusch & Murali Mantrala & Robert W. Palmatier & Aric Rindfleisch & Lisa K. Scheer & Robert Spekman & Shrihari Sridhar. 2015. Business-to-Business Buying: Challenges and Opportunities. Springer Press.
  • 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.

Awards, Honors, and Recognition

  • Sheth Foundation Award for Best Article Published in the Journal of the Academy of Marketing Science in 2020
  • Research Fellow, Institute for the Study of Business Markets 
  • Hugh O. Nourse Outstanding MBA Teacher Award in 2020
  • Best Paper in Track: Marketing Strategy and Implementation, AMA Winter Educators Conference, 2020
  • ISBM/Wilson Award Long Term Impact on B2B Research Best Paper Award, 2018.
  • Sheth Long Term Impact Journal of Marketing Award, American Marketing Association, 2017
  • Best Brand Track Paper, American Marketing Association, 2016
  • Best Paper Award, Research in Marketing, 2011
  • Distinguished Doctoral Alumni Award, Texas A&M University, 2010
  • Best Paper Runner Up, Information Systems Research, 2008


  • University of Georgia, Terry College of Business, Phd. Program Coordinator—Marketing, 2011 – 2015, University
  • University of Georgia, None, 2017 – 2015, University
  • University of Georgia, University Council, 2015 – 2016, University

Prior Professional Positions

  • Visiting Professor, Indian School of Business, 2016-2017
  • Professor of Marketing, Emory University - Goizueta Business School, 1993-2011
  • Visiting Professor, Wharton, U. of Pennsylvania, 2009-2010
  • Visiting Associate Professor, Singapore Management University, 2005-2006