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Lopo Rego


Lopo Rego, PetSmart Inc., Distinguished Professor in Marketing Chair at the Indiana University Kelley School of Business. Professor Rego holds a Ph.D. from the University of Michigan. His research examines how marketing investments, strategies, and actions influence firm outcomes and ultimately contribute to creating customer, firm, and societal value. To provide comprehensive insights, his work considers a broad set of marketing strategy phenomena (e.g., advertising, customer relationship management, brand strategy, customer orientation, etc.) and firm outcomes, including customer mindset, product market, and financial performance outcomes. These outcomes are central to marketing theory and practice since they impact all relevant constituents of marketing exchanges—i.e., customers, firms, investors, and society—whose interests should be factored into marketing decision processes. His research aims to identify generalizable patterns of how marketing actions and strategies explain differences in firm performance and to understand the boundary conditions that regulate these observed patterns. Rego has been published in esteemed outlets like the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Marketing Science, International Journal of Research in Marketing, Harvard Business Review, and Marketing Science Institute.

Contact information

Lopo Rego
Indiana University
Kelley School of Business