Office: 362 RBC Phone: 610-758-5666 Fax: 610-758-6941 Email: rac2@lehigh.edu Creating Breakthrough Innovations Strategic Brand Management Design, Development, and Marketing of New Products

Ravi Chitturi, Ph.D., holds the Class of 1961 Professorship.

Department of Marketing: Associate Professor

Education
-  National Institute of Technology, India, B.S.
-  Illinois Institute of Technology, M.S.
-  University of Texas at Austin, M.B.A., Ph.D.

Ravi Chitturi worked full-time in industry for several years managing research, design, development, and marketing functions with IBM and Intel in the semiconductor, computer and telecommunications industries. Most recently he was head of engineering with a startup where he managed a large software development organization in Dallas, Texas and Hyderabad, India. He was part of the executive team at the startup that successfully raised $35 Million for second round of funding from the Venture Capitalists. He is an expert in the design, development and branding of products and services. He has conducted several executive coaching sessions and consulted with firms in hi-tech industries on the topics of Breakthrough Innovations, Brand Management, Product Design, and Business Reengineering.

Professor Chitturi's primary research interests are in the areas of innovation with emphasis on R&D-Marketing Interface involving technology, design, consumer emotions, and brand management. Managerially his research is motivated by the need to improve Strategic Decision Making. His research has been accepted for publication in the top two journals in marketing--the Journal of Marketing and the Journal of Marketing Research. His current research is under review with other leading journals in marketing. He frequently presents his research at the premier academic conferences,for example, Association of Consumer Research, American Marketing Association, INFORMS Marketing Science, and Society of Consumer Psychology.  He has been invited to present his research at leading business schools such as the Kellogg School of Management in Chicago, USA, Institute of Management Development (IMD) in Lausanne, Switzerland, Indian School of Business in Hyderabad, India, and The University of Tokyo in Japan.

Professor Chitturi has developed a new course titled, “Creating Breakthrough Innovations” for MBA students and Executives. He also teaches “Strategic Brand Management” and “Design, Development, and Marketing of New Products”. His style of teaching is highly interactive and his lectures draw from the latest scholarly research, case studies, and contemporary management challenges in the industry today.

Selected Publications

• Chitturi, Ravindra, Rajagopal Raghunathan and Vijay Mahajan (2007), “Form Versus Function: How the Intensities of Specific Emotions Evoked in Functional Versus Hedonic Tradeoffs Mediate Product Preferences,” Journal of Marketing Research, 44 (November), 702 - 714.
• Chitturi, Ravindra, Rajagopal Raghunathan and Vijay Mahajan (2008), “Delight by Design: The Role of Hedonic and Utilitarian Benefits,” Journal of Marketing, Vol. 72, (May), 48 - 63.