About Us

We are a team of marketing professors and practitioners who share the belief that marketing capabilities are critical to long term marketing and business success. The Marketing Capabilities Institute was formed to help create and disseminate knowledge in this field, while supporting the identification and spread of best practices.
Omar rodriguez vila
Dr. Omar Rodriguez Vila
Omar is Associate Professor of Marketing Practice at the Goizueta Business School of Emory University. Prior to joining Goizueta Business School, Omar was a faculty member at the Scheller College of Business at the Georgia Institute of Technology where he earned the Core Professor of the Year Award for three consecutive years.

His research focuses on two areas transforming the practice of marketing. First, he studies how environmental and social sustainability considerations are changing the nature of marketing activities. In the second stream of research, he studies how firms are evolving their marketing capabilities to compete in technology led market environments. His research has been published in Harvard Business Review.

Prior to his career in academics, Omar held positions in marketing at The Coca-Cola Company including as the Global Vice-President of Integrated Marketing Communications and Integrated Marketing Director for Coca-Cola China. His community work includes serving as the principal investigator of a coalition between private and non-profit organizations formed to conduct the first research study of barriers to growth impacting Latin-owned businesses in Georgia.
Neil morgan 1
Dr. Neil Morgan
Neil is PetSmart, Inc. Distinguished Chair in Marketing at Indiana University’s Kelley School of Business.

Neil has consulted with a wide range of companies in the areas of marketing strategy and brand management using his pioneering academic research to assist marketers assess, build, and leverage their organizations marketing capabilities. He is also involved in a number of DTC startups. He has served on the board at Menguin, and is currently a board member at Blake’s Seed-Based Snacks. Neil is also a multi-award-winning MBA teacher and a frequent speaker in management development and executive education programs around the world.

Neil holds a Bachelor degree from the London School of Economics, and an MBA and Ph.D. in Marketing (ABD) from Cardiff Business School, Cardiff University (UK).
Sundar bharadwaj
Dr. Sundar Bharadwaj
Sundar is The Coca-Cola Company Chair Professor of Marketing at the Terry College of Business, University of Georgia and Senior Research Fellow at the Indian School of Business. Prior to that, he served as a Professor of Marketing at the Goizueta Business School, Emory University.

His research focuses on business problems relating to current and long-term financial returns and risks to marketing investments in brands, customers, innovation, and marketing capabilities and strategy. His other streams of research include societally sustainable marketing strategies and competitive strategies for emerging market firms. His research has been published in the major academic journals, including the Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and Harvard Business Review. His research has been recognized by numerous awards from among others, the American Marketing Association and the Academy
Shubu mitra
Shubu Mitra
Shubu is COO of MarCaps and is dedicated to helping clients successfully apply MarCaps frameworks, tools and processes to develop a growth-oriented marketing capabilities plan.

Prior to co-founding MarCaps LLC, Shubu led Agile Measurement to assist marketers measure, monitor and manage their online and offline marketing, advertising and promotion efforts using agile data-driven approaches. Shubu was also Director of Connection Effectiveness and Productivity at The Coca-Cola Company where he led Coca-Cola’s global effort to improve the effectiveness of brand marketing communications and increase media productivity. Shubu started his career as a consultant with McKinsey & Company and worked with several CPG clients on brand growth strategy and marketing spend effectiveness.

Shubu holds a Bachelor degree in Mechanical Engineering and an MBA from India and Ph.D. in Marketing (ABD) from Krannert Graduate School of Management, Purdue University.
Peter schelstraete 1 355x355 1
Peter Schelstraete
Peter is partner at MarCaps and Co-founder and CEO of UBUNTOO, a sustainability startup with a mission to accelerate scalable environmental solutions and innovations.

Prior to co-founding MarCaps and UBUNTOO, Peter was at The Coca-Cola Company. In his 19 years’ tenure, he held a variety of high profiles roles, including Global VP Digital & Assets and CMO for Asia Pacific.

A true world citizen, Peter has lived and worked in four continents. He has Master’s degree in Commercial Engineering at the University of Leuven, Belgium and also holds a Postgraduate Master’s degree in Business Management from the University of Montpellier in France.
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