Gautham Vadakkepatt

I study and help companies and organizations connect marketing strategy, analytics, emerging technology, and sustainability to real business growth.

With more than ten years of experience across academia and industry, I focus on how marketing strategy, both product and non-product market, influences customer perception, firm value, and social impact. My research has been published in leading marketing journals and has earned recognition including the Davidson Award and the MSI/H. Paul Root Award.

As an educator and speaker, I have developed award-winning courses in marketing analytics, emerging technology and strategy, e-commerce management, and business model innovation. My goal is to equip the next generation of marketing leaders with the skills to connect analytical rigor and creative strategy.

Beyond research, I work with startups, established brands, and industry associations to translate insights into action, advising on go-to-market design, analytics strategy, and retail transformation. I have served on Coresight Research's AI Advisory Council and Rethink Retail's Advisory Council. Previously, as the founding director of the Center for Retail Transformation at George Mason University, I built partnerships that brought together companies, trade groups, and researchers to create innovative approaches to data-driven growth.