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Omar Rodríguez-Vilá - Emory University, Goizueta Business School. Atlanta, GA, US

Omar Rodríguez-Vilá Omar Rodríguez-Vilá

Associate Professor in the Practice of Marketing; Academic Director of Education at The Roberto C. Goizueta Business & Society Institute | Emory University, Goizueta Business School


Dr. Rodríguez-Vilá is the co-author of "Competing on Social Purpose", published on the Harvard Business Review in 2017.



Omar Rodríguez-Vilá is an Associate Professor in the Practice of Marketing and currently serves as Academic Director of Education at The Roberto C. Goizueta Business & Society Institute, an academic research center with a mission to transform business to build a more equitable and climate-smart world. He completed his PhD in Marketing from Emory University's Goizueta Business School (2012). Prior to joining Goizueta, Dr. Rodríguez-Vilá was a faculty member at the Scheller College of Business of the Georgia Institute of Technology where he earned the Core Professor of the Year Award in three consecutive years.

Dr. Rodríguez-Vilá’s primary scholarly focus is on two areas transforming the practice of marketing. First, he studies how environmental and social sustainability considerations are changing the nature of marketing activities. His work entitled “Competing on Social Purpose” was published in Harvard Business Review on September 2017 and ranks among the most read articles on the subject on HBR. It was re-published in 2020 as part of a special edition on Leadership and Purpose.

He is currently leading research into how brands communicate societal benefits in social media and into the marketplace practices of antiracist brands. He also studies how firms are evolving their marketing capabilities in order to compete in technology led market environments. His more recent work entitled “Is Your Marketing Organization Ready for What’s Next?” was published in the December 2020 edition of Harvard Business Review.

Prior to his career in academia, Dr. Rodríguez-Vilá held leadership positions in marketing at The Coca‐Cola Company including serving as the Global Vice-President of Integrated Marketing Communications and Integrated Marketing Director for Coca-Cola China.

Areas of Expertise (4)

Marketing Strategy

Marketing Organization Design

Marketing Capability

Sustainability and Social Purpose

Education (3)

Emory University: PhD, Marketing 2012

Northwestern University: MBA, Business Administration (Strategy and Marketing) 2001

Syracuse University: Bachelor of Science, Communications 1991