Oral History Interview with Rajendra Srivastava: Growing SMU

The interview covered: role of provost, AACSB accreditation, evolution of SMU undergraduate program, development of postgraduate program, executive development program, faculty recruitment, development of research effort, research centres and institutes, areas of excellence, start of case writing initiative, India Desk.Biography:LKCSB Chair in Marketing Strategy and International Business, SMU, 2015 - PresentProvost and Deputy-President (Academic Affairs), SMU, 2009 - 2015Rajendra Srivastava was Provost and Deputy President at Singapore Management University (SMU) from 2008 to 2015. Prior to joining SMU he was the Roberto C. Goizueta Chair in Marketing and Digital Commerce, Goizueta Business School, Emory University where he also served as Senior Associate Dean for Academic Programs. Before joining Emory, Raj held the George Kozmetsky Chair and served as Senior Associate Dean for Academic Affairs, Research and Collaborative Programs (including Executive Education) at the University of Texas at Austin. He is best known for his work on measuring the impact of marketing processes and market‐based investments (customers, channels, brands) on financial performance (e.g., Return on Marketing Investments or ROMI) and shareholder value and for his research on competitive market structures. His background in operations/supply‐chains and finance when coupled with marketing expertise reinforce a unique multi‐disciplinary perspective on managing business processes and corporate performance, especially in technology‐driven markets. He has a Ph.D. (Business Administration) and an MBA from the University of Pittsburgh, a Masters of Science (Industrial Engineering) from the University of Rhode Island and a B.Tech. (Mechanical Engineering) from the Indian Institute of Technology, Kanpur.