Dr. Vishag Badrinarayanan: Steven R. “Steve” Gregg Excellence Professor

The Steven R. “Steve” Gregg, Sr. Excellence Professor is awarded to a senior faculty member with an outstanding record of teaching, research, and service. Dr. Vishag Badrinarayanan has been at Texas State since 2005 and is a professor in the Department of Marketing, where he also serves as the Assistant Chair. He received his PhD in Marketing from Texas Tech University.

Q: What are your goals and plans for the professorship
A: I am honored and delighted to receive the Gregg professorship. The way I see it, the professorship is not a reward for my past performance, but an investment in me to enhance my productivity. Therefore, I plan to use the next three years to enhance my ability to contribute better to my department, college, and university. I have always strived hard to maintain a robust research pipeline with several projects in various stages of development. Yet, in the past, I have been forced to scale down some projects due to resource constraints. The course release and operating budget that come with the professorship will afford me the opportunity to conceptualize and execute more rigorous and impactful research projects targeted at top-ranked journals. Specifically, I plan to pursue two major research projects – one on brand politicization and the other on sales enablement strategies for sales force effectiveness. These projects will be executed in collaboration with colleagues from the McCoy College and leading researchers from other universities. Both projects are expected to yield multiple business-relevant, socially-significant scholarly publications and practical solutions to business challenges. 

Q: What do you think will be the most valuable part of the professorship? 
A: The benefits of the professorship include a course release each semester and an annual operating budget for research activities. The course release will offer valuable extra time to collect and analyze high quality data and prepare multiple manuscripts for submission to top-ranked marketing journals. The budget will be utilized to cover data collection expenses, incentives for survey respondents, and travel to research conferences to obtain feedback during the manuscript development process. The most beneficial aspect of the professorship, however, is the opportunity to collaborate with my colleagues and graduate students on exciting research projects that have been difficult to execute until now.  

Q: How do you think the professorship itself will help you reach your research goals? 
A: Executing complex, cross-cultural, mixed-method projects is extremely difficult, and this difficulty is exacerbated without adequate time and research funds. The professorship will be of great assistance as it provides both of these scarce resources.  In the project on brand politicization, my co-authors and I explore whether brand politicization can exert influence on consumers, brand equity, and brand performance. We investigate effects of three types of brand activism (i.e., social, political, and environmental) on brand politicization as well as the contingent effects of factors such as media coverage intensity, brand prominence, and issue centrality on focal relationships. The plan is to collect data from two different countries for a cross-cultural test of hypothesized effects. In the project on sales enablement, my co-authors and I examine the strategic use of people, processes, and technology during the sales cycle to support client-facing employees in their efforts to connect with the right customer, improve sales productivity, and optimize the return of investment of the selling system. Using both qualitative and quantitative research, we attempt to uncover organizational, managerial, and salesforce-related variables that enhance or attenuate the influence of sales enablement on salesforce productivity and performance.