Senthil Veeraraghavan

Professor of Operations, Information and Decisions at The Wharton School


The Wharton School

Senthil Veeraraghavan researches on the role of Information and Uncertainty in Operations Management, using Theory and Data Analysis. His current research is on Operational implications of consumer reactions to Dynamic Pricing.

His research has appeared in Management Science, Operations Research, Manufacturing and Service Operations Management and Production and Operations Management jounals.  In 2013, his paper on Quality Speed Tradeoff issues in services won the first award for Best paper in Operations published in Management Science.

Currently, Senthil teaches Operations Strategy, for which he has received several Wharton Excellence in Teaching Awards (20132016).

Senthil graduated from Indian Institute of Technology, Bombay and received his Phd from Carnegie Mellon University.

I study the role of Information and Decision Making in Operations.

Dynamic Pricing and Consumer Behavior,     Revenue Management,  Operations Strategy, Supply Chain Management,  Queueing Games.

Necati Tereyagoglu, Peter Fader, Senthil Veeraraghavan (2016), Multiattribute Loss Aversion and Reference Dependence: Evidence from the Performing Arts Industry , Management Science.

Necati Tereyagoglu, Peter Fader, Senthil Veeraraghavan (2016), Pricing Theater Seats: The Value of Price Commitment and Monotone Discounting , Production and Operations Management.

Shiliang Cui and Senthil Veeraraghavan (2015), The Impact of Consumer Beliefs on Revenues and Congestion , Management Science.

Senthil Veeraraghavan and Shiliang Cui (Forthcoming), Blind Queues: The Impact of Consumer Beliefs on Revenues and Congestion.

Senthil Veeraraghavan and M. Fazil Pac (Work In Progress), False Diagnosis and Overtreatment in Services.

Senthil Veeraraghavan, Ganesh Janakiraman, Mahesh Nagarajan (2015), Simple Policies for Managing Flexible Capacity ,.

Senthil Veeraraghavan, Shiliang Cui, Xuanming Su (Work In Progress), A Model of Rational Retrials in Queues.

Senthil Veeraraghavan and Ramnath Vaidyanathan (2012), Measuring Seat Value in Stadiums and Theaters , Production and Operations Management, 22 (1), pp. 4968.

Abstract: We study how the seat value perceived by consumers attending an event in a theater/stadium depends on the location of their seat relative to the stage/field. We develop a measure of seat value, called the Seat Value Index, and relate it to seat location and consumer characteristics. We implement our analysis on a proprietary data set that a professional baseball franchise in Japan collected from its customers, and provide recommendations. For instance, we find that customers seated in symmetric seats on left and right fields might derive very different valuations from the seats. We also find that the more frequent visitors to the stadium report extreme seat value less often when compared with firsttime visitors. Our findings and insights remain robust to the effects of price and gamerelated factors. Thus, our research quantifies the significant influence of seat location on the expost seat value perceived by customers. Utilizing the heterogeneity in seat values at different seat locations, we provide segmentspecific pricing recommendations based on a servicelevel objective that would limit the fraction of customers experiencing low seat value to a desired threshold.

Necati Tereyagoglu and Senthil Veeraraghavan (2012), Selling to Conspicuous Consumers: Pricing, Production, and Sourcing Decisions , Management Science.

Laurens G. Debo and Senthil Veeraraghavan (2011), Herding in Queues with Waiting Costs: Rationality and Regret , M&SOM, 13 (3), pp. 329346.

Abstract: We study how consumers with waiting cost disutility choose between two congested services of unknown service value. Consumers observe an imperfect private signal indicating which service facility may provide better service value, as well as the queue lengths at the service facilities before making their choice. If more consumers choose the same service facility because of their private information, longer queues will form at that facility and indicate higher quality. On the other hand, a long queue also implies more waiting time. We characterize the equilibrium queuejoining behavior of arriving consumers, and the extent of their learning from the queue information in the presence of such positive and negative externalities. We find that when the arrival rates are low, utilitymaximizing rational consumers herd and join the longer queue, ignoring any contrary private information. We show that even when consumers treat queues as independently evolving, herd behavior persists with consumers joining longer queues above a threshold queue difference. However, if the consumers seek to minimize expost regret when making their decisions, herd behavior may be dampened.

Wharton MBA Core Curriculum Teaching Award: 2016

Wharton Teaching Commitment and Curricular Innovation Award 2016.

Wharton MBA Excellence in Teaching Award, 2015.

Wharton Undergraduate Excellence in Teaching Award, 2013.

Currently teaching  Operations Strategy  (OIDD 615).


Past Courses


Operations strategy is about organizing people and resources to gain a competitive advantage in the delivery of products (both goods and services) to customers. This course approaches this challenge primarily from two perspectives: 1) how should a firm design their products so that they can be profitably offered; 2) how can a firm best organize and acquire resources to deliver its portfolio of products to customers. To be able to make intelligent decisions regarding these highlevel choices, this course also provides a foundation of analytical methods. These methods give students a conceptual framekwork for understanding the linkage between how a firm manages its supply and how well that supply matches the firm's resulting demand. Specific course topics include designing service systems, managing inventory and product variety, capacity planning, approaches to sourcing and supplier management, constructing global supply chains, managing sustainability initiatives, and revenue management. This course emphasizes both quantitative tools and qualitative frameworks. Neither is more important than the other.


Seminar on distribution systems models and theory. Reviews current research in the development and solution of models of distribution systems. Emphasizes multiechelon inventory control, logistics management, network design, and competitive models.

2016 MBA Core Curriculum Teaching Award:, 2016 2016 Teaching Commitment and Curricular Innovation Award, 2016 MBA Excellence in Teaching Award, 2015 Management Science Best Paper in Operations Award, 2014 Excellence in Teaching Award, 2013 Dean’s Research Grant, 2011 Management Science Distinguished Service Award, 2010 Management Science Meritorious Service Award, 2009 MSOM Distinguished Service Award, 2008 FishmanDavidson Center Research Grant, 2007 Wharton MACK Center Grant, 2007 Finalist of the INFORMS JFIG paper competition, 2007 Wharton WeBi Grant, 2006 William W. Cooper Dissertation Award, 2004 Best Student Teacher Award (CMU), 2004 CarnegieBosch Grant, 2004

Cheap Air Tickets You’re Probably Missing Out On …, Forbes 03/29/2016 Dynamic Pricing: Uber, CocaCola, Disneyland And Elsewhere, Seeking Alpha 03/17/2016 Dynamic Pricing: Pros and Cons, ValueWalk 02/24/2016 Risks and Rewards of Pricing, Multihousing Pro 01/31/2016 Dynamic Pricing Can Lower Ticket Revenues If Misused, Forbes 02/24/2015 What standing in that long line says about you, Crain's Chicago Business 07/01/2014 Do people join a line because it is long?, Operations Room 06/26/2014 When Slow is Better, Inc. Magazine 06/30/2011 Long Lines Brewing, Wharton Magazine 11/05/2010

Knowledge @ Wharton

Why Budget Airlines Are Flying High, Knowledge @ Wharton 06/13/2017 Growth vs. Profits: Uber’s Cash Burn Dilemma, Knowledge @ Wharton 01/24/2017 Is Dynamic Pricing a Hit?, Knowledge @ Wharton 07/27/2016 The Promise — and Perils — of Dynamic Pricing, Knowledge @ Wharton 02/23/2016 The Price Is Pliant: The Risks and Rewards of Dynamic Pricing, Knowledge @ Wharton 01/15/2016 Winning in Two Worlds: Supply Chain Flexibility, Knowledge @ Wharton 01/26/2011


Courses Taught

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