“Seenu” Srinivasan

Research Statement

“Seenu” Srinivasan’s expertise is in the area of market research. In particular, he is most well known for his research in “conjoint analysis,” a term he coined with the late Professor Paul Green of the Wharton school. This survey-based research approach is useful for product (or service) planning and pricing by predicting which among several multi-attribute products or services customers are likely to choose. More than 18,000 commercial applications of conjoint analysis methods occur every year. His other research contributions are in the areas of salesforce compensation plans, measurement of brand equity, and market structure analysis (the nature and magnitude of substitutability among brands in a product market).

Research Interests

• Conjoint analysis
• Marketing research

Bio

Professor V. “Seenu” Srinivasan received his Bachelor’s degree in Mechanical Engineering from the Indian Institute of Technology, Madras (Chennai), and was the gold medalist in his graduating class. He worked for two years as a production-planning engineer at Larsen and Toubro, Mumbai prior to joining Carnegie-Mellon University where he received his MS and PhD in Industrial Administration. He is currently the Adams Distinguished Professor of Management, Emeritus at the Stanford Business School. He was formerly the director of Stanford Business School’s doctoral program, chair of the marketing area, and the faculty director of its Strategic Marketing Management executive program.

Professor Srinivasan’s primary research interest is in the measurement of customer preference structures (conjoint analysis) and its role in product and service planning and pricing. The name “Conjoint Analysis” was coined by him and the late Prof. Paul Green in a research paper in 1978. He has also contributed to other market research areas such as salesforce compensation plans, measurement of brand equity, and market structuring. At the Stanford MBA program, he taught the core course “Data and Decisions (Accelerated)” and an elective course “Customer-Focused Product Marketing.” Professor Srinivasan has been a consultant to several companies and has won best-teacher awards. He was an associate editor of the Journal of Marketing Research and Management Science, and is currently on the Editorial advisory board of Marketing Science. He received the Parlin Award for outstanding contributions to marketing research, the Churchill Award for lifetime achievement in marketing research, the Converse Award for outstanding contributions to the development of the science of marketing, the ”Buck” Weaver Award for lifetime contributions to the advancement of theory and practice in marketing science, and eleven other best research paper awards. Professor Srinivasan is a fellow of the American Marketing Association, a fellow of Institute for Operations Research and the Management Sciences (INFORMS), and a fellow of the INFORMS Society for Marketing Science (ISMS). The American Marketing Association has established the “Srinivasan Young Scholar Award” (in quantitative methodology) to be awarded annually at its summer conference.

Academic Degrees

• Ph.D. in Industrial Administration, Graduate School of Industrial Administration, Carnegie-Mellon University, 1971
• M.S. in Industrial Administration, Graduate School of Industrial Administration, Carnegie-Mellon University, 1970
• B.Tech. in Mechanical Engineering, Indian Institute of Technology, Madras (Chennai), 1966

Academic Appointments

• At Stanford University since 1974
• Adams Distinguished Professor of Management, Emeritus, Stanford GSB, 2010- present
• Faculty Director, Strategic Marketing Management Executive Program, Stanford University, 2002-2009
• Director, Doctoral Program, Stanford GSB, 1982-1985
• Marketing Area Chair, September 1976–July 1978, September 1988-June 1993, September 2000-June 2003
• Associate Professor, Professor, and Chaired Professor, Stanford GSB, 1974-2010
• Assistant-Associate Professor, University of Rochester, 1971-1974
• Lecturer, Graduate School of Industrial Administration, Carnegie Mellon University, 1970

Professional Experience

• Production Planning Engineer, Larsen and Toubro, Ltd., India, 1966-1968

Awards and Honors

• Fellow, American Marketing Association (AMA), 2018
• Fellow, Institute for Operations Research and the Mangement Sciences (INFORMS), 2010
• Fellow, INFORMS Society for Marketing Science (ISMS), 2009
• Winner of the "Buck" Weaver Award for lifetime contributions to the advancement of theory and practice in marketing science, 2014
• Winner of the American Marketing Association Converse Award for outstanding contributions to the development of the science of marketing, 2000
• Winner of the American Marketing Association Churchill Award for lifetime achievement in marketing research, 1998
• Winner of the American Marketing Association Parlin Award for outstanding contributions to marketing research, 1996
• Winner of the ISMS Long Term Impact Award, John Little Award, and Bass Award for the article published in Marketing Science 2008
• Winner of the John Little Award for the best marketing article published in Marketing Science/Management Science, 2002
• Winner of the John Little Award for the best marketing article published in Marketing Science/Management Science, 1985
• Winner of the O’Dell Award for the best article published in the Journal of Marketing Research, 1987
• Winner of the O'Dell Award for the best article published in the Journal of Marketing Research, 1979
• Coauthor of the Bass Award winning article published in Management Science, 1990
• Winner of the Thomas P. Hustad award for the best article published in the Journal of Product Innovation Management, 2000
• Winner of the Hardin Award for the best article published in Marketing Research, 2000
• Winner of the American Marketing Association Lehmann Award for an article published in Journal of Marketing Research, 1994
• Winner of the first prize for the best article in the special issue of Operations Research on Health Care, October 1976
• Finalist for two other John Little awards, two other O'Dell awards, and two Paul Green awards
• Winner of the Lifetime Scholastic Achievement Award from the Great Lakes Institute of Management, Chennai, India, 2010
• Winner of the Distinguished Alumnus Award from the Indian Institute of Technology, Madras, 2001
• President of India Gold Medal awarded to the best student graduating in 1966, Indian Institute of Technology, Madras (Chennai)
• American Marketing Association establishment of the "Srinivasan Young Scholar Award" to be awarded each year during the annual conference, 2017
• Eight doctoral advisees (Basu, Glazer, McAlister, Netzer, Ofek, Park, Parker, and Raju) have won best dissertation or dissertation-based paper awards
• Invited faculty speaker at American Marketing Association Doctoral Consortia: 1977-1978, 1984, 1986-1988, 1990, 1994, 1996-1998, 2005-2006, 2008, 2018

Teaching

Executive Education & Other Non-Degree Programs

• Strategic Marketing Management Learn to make marketing theory actionable and innovation possible in this comprehensive real-world, hands-on learning experience.

In the Media

Interview | History of O.R. Excellence

INFORMS, October 27, 2017

Stanford Business School Scholars Honored with Top Marketing Awards

Business Wire, August 6, 2009

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