S Sriram

Research

Sriram’s research interests are in the area of brand and product portfolio management. On the issue of brand management, he has studied topics such as measuring and tracking brand equity and optimal allocation of resources to maintain long-term brand profitability. His recent research on product portfolio management encompasses topics such as inferring complementary/substituting relationships between products, cannibalization, consumer adoption of technology products, and strategies for multi-sided platforms.  Substantively, his research has spanned several industries including consumer packaged goods, technology products and services, retailing, news media, and the interface of healthcare and marketing. Sriram's research has been published in journals such as Marketing Science, Management Science, Quantitative Marketing and Economics, Journal of Marketing, Journal of Consumer Research, and the International Journal for Research in Marketing. He is an associate editor at Quantitative Marketing and Economics and serves on the editorial boards of Marketing Science, Journal of Marketing Research, and the Journal of Marketing. Sriram obtained his Bachelor of Technology degree from the Indian Institute of technology and a Ph.D. in Marketing from Purdue University.

Research interests:

• Marketing

Education

• Ph. D. Purdue University Krannert School of Management (1998 — 2004)
• B.Tech Indian Institute of Technology, Madras (1991 — 1995)

PUBLICATIONS

• Goli, Ali, Pradeep Chintagunta, and S. Sriram (2021), “Effect of Payment on User Engagement in Online Courses,” Journal of Marketing Research, forthcoming.
  
• Guo, Tong, S. Sriram, and Puneet Manchanda (2021), “The Effect of Information Disclosure on Industry Payments to Physicians, Journal of Marketing Research, Vol. 58, No. 1, 115-140.
• Cui, Tony, Anindya Ghose, Hanna Halaburda, Raghuram Iyengar, Koen Pauwels, S. Sriram, Catherine Tucker, and Sriraman Venkataraman (2021), “Informational Challenges in Omnichannel Marketing: Remedies and Future Research,” Journal of Marketing, Vol. 85, No. 1, 103-120.
• Guo, Tong, S. Sriram, and Puneet Manchanda (2020), “Let the Sunshine in”: The Impact of Industry Payment Disclosure on Physician Prescription Behavior, Marketing Science, Vol. 39, No.3, 516-539.
• Pattabhiramiah, Adithya, S. Sriram, and Puneet Manchanda (2019), “Paywalls: Monetizing Online Content,” Journal of Marketing, Vol. 83, No. 2, 19-36.
• Pattabhiramiah, Adithya, S. Sriram, and Shrihari Sridhar (2018) “Rising Prices under Declining Preferences: The Case of the U.S. Print Newspaper Industry,” Marketing Science, 37(1), 97-122.
• Sridhar, Shrihari and S. Sriram (2015), “Is Online Newspaper Advertising Cannibalizing Print Advertising?” Quantitative Marketing and Economics, 13(4), 283-318.
• Sriram, S., Puneet Manchanda, Mercedes Esteban-Bravo, Junhong Chu, Liye Ma, Scott Shriver, Minjae Song, and Upender Subramanian (2015), “Platforms: A Multitude of Research Opportunities,” Marketing Letters, Vol. 26, No. 2, 141-152.
• Sriram, S., Pradeep Chintagunta, and Puneet Manchanda (2015), “Service Quality Variability and Termination Behavior,” Management Science, 51(11), 2739-2758.
• Pancras, Joseph, S Sriram, and V Kumar (2012), “Empirical Investigation of Retail Expansion and Cannibalization in a Dynamic Environment,” Management Science, Vol. 58, No., 11, 2001-2018.
• Kumar, V., S. Sriram, Anita Luo, and Pradeep Chintagunta (2011), “Assessing the Effect of Marketing Investments in a Business Marketing Context,” Marketing Science, Vol. 30, 5, 924-940.
• Sriram, S., Pradeep Chintagunta, and Manoj Agarwal (2010) “Investigating Consumer Purchase Behavior in Related Technology Product Categories,” Marketing Science, Vol. 29, 2, 291-314.
• Sriram, S. and Vrinda Kadiyali (2009), “Channel Responses to Brand Introductions: An Empirical Investigation,” International Journal of Research in Marketing, Vol. 26, 4, 345-355.
• Sriram, S., and Pradeep Chintagunta (2009), “Learning Models,” Review of Marketing Research, Vol. 6 (Invited Manuscript).
• Nikolaeva, Ralitza, Manohar Kalwani, William Robinson, and S Sriram (2009), “Survival Determinants for Online Retailers,” Review of Marketing Science.
• Oakley, Jim, Adam Duhachek, S. Balachander, and S. Sriram (2008), “Understanding the Simultaneous Effects of Category Fit and Order of Entry on Consumer Perceptions of Brand Extensions,” Journal of Consumer Research, Vol. 34 (5), 706-712.
• Sriram, S., S. Balachander, and Manohar Kalwani (2007), “Monitoring the Dynamics of Brand Equity Using Store-Level Data,” Journal of Marketing, Vol. 71 (April), 61-78.
• Sriram, S., and Manohar Kalwani (2007), “Optimal Advertising and Promotion Budgets in Dynamic Markets with Brand Equity as a Mediating Variable,” Management Science, Vol. 53 (1), 46-60.
• Sriram, S., Pradeep Chintagunta, and Ramya Neelamegham (2006), “Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets,” Marketing Science, Vol. 25 (5), 440-456.
• Nikolaeva, Ralitza and S. Sriram (2006), “The Moderating Role of Consumer and Product Characteristics on the Value of Customized Online Recommendations,” International Journal of Electronic Commerce Vol. 11 (2), 101-124.
• Gupta, Sunil, Dominique Hanssens, Bruce Hardie, William Kahn, V Kumar, Nathaniel Lin, Nalini Ravishanker, and S. Sriram (2006), “Modeling Customer Lifetime Value,” Journal of Service Research, Vol. 9 (2), 139-155.