Adithya Pattabhiramaiah

Dr. Adithya (Adi) Pattabhiramaiah joined the Scheller College as an Assistant Professor of Marketing in August 2014 after receiving his Ph.D. in Business Administration from the University of Michigan in Ann Arbor. His primary research interests lie in the areas of media monetization, digital/social media marketing, sustainability and public policy. His research has been published or is forthcoming in Marketing Science, Management Science, the Journal of Marketing, the Journal of Marketing Research and Marketing Letters.

Adithya has taught courses titled "Marketing Research: Analytics" and "Pricing Strategy and Analytics" at the Scheller College. He has previously taught Marketing at the University of Michigan's Ross School of Business.

Adithya's research has received various forms of recognition, including being a finalist for the '2019 MSI H. Paul Root Award’ and a winner of the '2013 MSI Alden G. Clayton Dissertation Competition Award.’ He serves as a member of the Editorial Review Board at the Journal of Marketing Research. Prior to joining the academic world, he worked in product development / management for SAP Labs and Perot Systems, after receiving his Bachelor's degree in Electrical Engineering from the National Institute of Technology at Surathkal in India.

Research Interests

Two-Sided Markets, Social Networks, Media Markets, Pricing, Information Economics, Sustainability, Public Policy, Structural Estimation, Empirical Industrial Organization

Education

• Doctor of Philosophy (Ph.D.) University of Michigan - Stephen M. Ross School of Business (2008 — 2014)
• B.E National Institute of Technology Karnataka (2000 — 2004)
• Pre-University M.E.S college of Arts, Commerce and Science (1998 — 2000)
• Sri Aurobindo Memorial School (1988 — 1998)

Published Papers

• Nickerson, Lowe, Pattabhiramaiah and Sorescu (2021), The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective, forthcoming, Journal of Marketing.

• Palazzolo and Pattabhiramaiah (2021), The Minimum Wage and Consumer Nutrition, forthcoming, Journal of Marketing Research.

• Pattabhiramaiah, Overby and Xu (2021), Spillovers from Online Engagement: How a Newspaper Subscriber's Activation of Digital Paywall Access Affects Her Retention and Subscription Revenue, forthcoming, Management Science.

• Bhargava et al (2020), "Platform Data Strategy", Marketing Letters, 31 (4), 323-334.

• Pattabhiramaiah, Sriram and Manchanda (2019), "Paywalls: Monetizing Online Content", Journal of Marketing, Vol 83, Issue 2, pp. 19-36.

• Pattabhiramaiah, Sriram and Sridhar (2018), "Rising Prices under Declining Preferences: The case of the U.S. Print Newspaper Industry", Marketing Science, Vol. 37, Issue 1, pp. 97-122.

• Manchanda, Packard and Pattabhiramaiah (2015), "Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community", Marketing Science, Vol. 34, Issue 3, pp. 367-387.