Varadarajan, Rajan individual record
Distinguished Professor

My primary teaching and research interests are in the areas of marketing strategy, innovation, international marketing and environmental sustainability.

selected publications
Academic Articles110
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  • Varadarajan, R. (2020). Market Exchanges, Negative Externalities and Sustainability. 40(3), 309-318.
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  • Varadarajan, R. (2020). Recollections: Dr. Robert F. Lusch. 40(3), 319-319.
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  • Otto, A. S., Szymanski, D. M., & Varadarajan, R. (2020). Customer satisfaction and firm performance: insights from over a quarter century of empirical research. 48(3), 543-564.
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  • Bharadwaj, S. G., Fahy, J., & Varadarajan, P. R. (2014). Sustainable Competitive Advantage in Service Industries: a Conceptual Model and Research Propositions. Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference. 441-443. Springer International Publishing.
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  • Varadarajan, R. (2012). B2B relationship underpinnings of outsourcing. Handbook of Business-to-Business Marketing. 400-414. Edward Elgar Publishing.
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  • Varadarajan, R. (2012). Strategic marketing and marketing strategy. Handbook of Marketing Strategy. 9-27. Edward Elgar Publishing.
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  • Varadarajan, R. (2011). Conjectures on innovation drivers in an emerging market: India. Handbook of Research in International Marketing, Second Edition. 117-134.
  • Rajan Varadarajan, P., & Yadav, M. S. (2003). Competitive strategy in a global electronic marketplace: Extant strategy perspectives revisited. Handbook of Research in International Marketing. 313-335. Edward Elgar Publishing.
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chaired theses and dissertations
First Name
Last Name
mailing address
Texas A&M University; Marketing; 4112 TAMU
College Station, TX 77843-4112