George Mason UniversitySchool of Business
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Vadakkepatt, Gautham

Focus:Research Focused Faculty
Academic Unit:Marketing
Positions:Director of the Center for Retail Transformation
Office Location:9900 Main Street, 217 and Enterprise Hall 175
Office Hours:Wednesday 10:00-12:00pm & By Appointment
Research Interests:
  • Non-product market strategies (Lobbying, CSR, social activism) and firm performance
  • Social media and interactive technologies
  • Innovation and corporate governance
  • PhD - Marketing, Texas A & M University
  • MS - Marketing, Texas A & M University
  • ME - Industrial Engineering, Texas A & M University
  • BTech - Mechanical Engineering, Calicut University, India

Gautham Vadakkepatt is an associate professor of marketing in the School of Business.

Broadly focusing on marketing strategy, Gautham Vadakkepatt’s research focuses on the impact of a firm’s non-product market strategies (e.g., lobbying, CSR, social activism) on its performance, the impact of social media on firm performance, and understanding how financial decisions impact a firm’s marketing and innovation outcomes.

His research has been published in the Journal of Marketing, Journal of Interactive Marketing, Journal of Business Research and Marketing Science Institute Reports: Working Paper Series. He is the recipient the discipline-wide 2015 MSI/H. Paul Root Award from the Journal of Marketing and Marketing Science Institute. He serves on the editorial review board for the Journal of Business Research and as an ad hoc reviewer for Journal of Marketing, Academy of Marketing Science Review, and Journal of Public Policy and Marketing.

Gautham Vadakkepatt has taught undergraduate and Ph.D. level courses in marketing strategy along with courses in marketing research, marketing management, and marketing analytics at the undergraduate and graduate level. He was the recipient of the Outstanding Teaching in Major Award 2017.

Prior to beginning his academic career, Gautham worked for General Electric. He has also consulted with several start-ups and public corporations on various elements of marketing strategy.

Research and Awards:

Hoppner, Jessica and Vadakkepatt, Gautham, “Examining Moral Authority in the Marketplace: A Conceptualization and Framework,” Journal of Business Research, forthcoming

Kelly Martin, Brett Josephson, Gautham G. Vadakkepatt and Jean J. Johnson (2018) “Political Management, R&D, and Advertising Capital in the Pharmaceutical Industry: A Good Prognosis?” Journal of Marketing, 82 (May), 87-107.

-    All authors contributed equally

Ya, You, Gautham G. Vadakkepatt, and Amit Joshi (2015), “A Meta-analysis of Electronic Word-of-Mouth Elasticity,” Journal of Marketing, 79 (March), 19-39.

-    2015 MSI/H. Paul Root Award Winner
-    Featured in Empirical Generalizations about Marketing Impact, 2nd Edition
-    Selected Media Coverage: ScienceDaily, Phys.org
-    All authors contributed equally

Varadarajan, Rajan, Raji Srinivasan, Gautham Gopal Vadakkepatt, Manjit S. Yadav, Paul A. Pavlou, Sandeep Krishnamurthy and Tome Krause (2010), “Interactive Technologies and Retailing Strategy: A Capabilities Endowment Framework,” Journal of Interactive Marketing, 24 (May), 96-110.