RANDLE D. RAGGIO
Assistant Professor of Marketing
E.J. Ourso College of Business
Louisiana State University
3122 C Patrick F. Taylor Hall
Baton Rouge, LA 70803
Blog entry on Randy's services strategy work at HBR.com
Quoted in .
Conferences and Presentations
President's Volunteer Service Award
Randy Raggio joined the LSU faculty as Assistant Professor of Marketing in June 2006 after receiving his Ph.D. from The Ohio State University. Before moving to Columbus to work on his Ph.D., Randy was director of the Jack C. Massey Graduate School of Business and instructor of business at Belmont University in Nashville, TN where he taught undergraduate, MBA, and professional education courses. He developed the Pricing section of Belmont’s MBA course Product/Service Costing and Pricing. His value pricing case, Sy.Med Development, is available through Ivey Publishing.
Randy earned his undergraduate degree in Management Information Systems from the University of Southern Mississippi and an MBA with a concentration in Marketing from Vanderbilt University.
Randy’s research interests are in the area of marketing strategy. His dissertation consisted of three essays covering empirical and theoretical implications of brands and brand equity for consumers and firms. As part of this research, he worked closely with the heads of the brand equity tracking team in Procter & Gamble’s Consumer Market Knowledge group. He is currently working on research pertaining to branding, brand equity, strategic pricing issues in B2B services markets, and the place of gratitude in marketing theory and practice. His research has appeared in Journal of the Academy of Marketing Science, Harvard Business Review and Journal of Brand Management.
Randy’s professional marketing experience includes time as the marketing director for Kidpower, the toy company that marketed products such as the Funnoodle (the long foam swimming pool “noodles”), the Luminator brand of light-up sport toys, and Little Bear plush products based on the animated children’s series. He produced more than 13 commercials that aired on national cable TV and appeared on QVC three times. In 1998 he was appointed to the Toy Manufacturers of America Blue Ribbon Communications Panel in recognition of his superior handling of a crisis communications situation involving one of Kidpower’s products. He currently consults on marketing/brand development for several consumer products.
Additionally, Randy worked with Andersen Consulting (now Accenture) before leaving the firm to start his own company. He has business experience with companies in the U.S., Canada, Mexico, Belgium, China, Korea, Australia and the United Kingdom.
Randy is a competitive swimmer and in 1999 completed a 24-mile solo swim across Lake Pontchartrain, Louisiana in a time of 13:44:22. In the summer of 2000 he swam in the annual 12.5-mile “Race around Key West,” finishing in a time of 4:55:00.
Randy spent seven weeks in India during the summer of 1999 helping to develop daycare centers for children in the slums of Mumbai (Bombay). In 2006 he founded and directed the “Louisiana Thanks You!” campaign to help the people of Louisiana express their gratitude for the overwhelmingly generous response to hurricanes Katrina and Rita, which spawned his interest in the place of gratitude in marketing. In 2008, he was awarded the President’s Volunteer Service Award from President George W. Bush in recognition of his work with Desire Street Academy.
Randy with live gator at Alligator Bayou Family at White House
3 Generations: Bob Leone (Ohio State), the late Frank Bass (UT-Dallas), Randy.
Frank Bass was in Columbus in 2005 to receive an honorary doctorate from Ohio State.