Professor Batra makes most significant and long-term contribution to international marketing theory
Professor Rajeev Batra has received the Hans B. Thorelli Award from the Journal of International Marketing. The award recognizes the lasting impact of work published five or more years ago. This year the journal’s editorial board and award committee determined that Batra’s 1997 article, “Marketing Issues and Challenges in Transitional Economies” has made the most “significant and long-term contribution to international marketing theory or practice.” Batra is a leading expert on brand-building and marketing in emerging markets. He’s also author of the book The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands.