Srinivas K. Reddy

Dr. Srinivas K. Reddy is Professor Emeritus of Marketing and Ex-Director, Center for Marketing Excellence, Academic Director, LVMH-SMU Luxury Brand Initiative, Lee Kong Chian School of Business, Singapore Management University. He served as the Associate Dean of General Management overseeing the MBA and the Executive MBA programs. The SMU Executive MBA program was launched by him in 2011 and is ranked as one of the top 25 EMBA programs globally by Financial Times. Previously, he was the Robert O. Arnold Professor of Business and the Director of the Coca-Cola Center for Marketing Studies, Terry College of Business at the University of Georgia. He holds M.Phil and Ph.D. degrees in Business Administration from Columbia University. Dr. Reddy was on the faculties of New York University’s Stern School of Business, Columbia University, UCLA, and the Stanford Business School and most recently spent his sabbatical as a Visiting Distinguished Research Scholar at IMD Lausanne and Harvard Business School.

Dr. Reddy’s expertise is in Technology Innovation, Marketing and Competitive Strategy in emerging markets. He has published extensively on these topics in research journals (Journal of Marketing, Journal of Marketing Research, Management Science, Harvard Business Review, Social Networks, NeuroImage to name a few). He was awarded IBM’s prestigious SUR grant to study corporate innovativeness and innovation conversion. He has consulted and taught executive programs for IBM, Coca-Cola Company, United Parcel Service, Miller Brewing, Pfizer, Eli Lilly, Bristol-Myers-Squibb, Satyam Computer Services, Turner Broadcasting, Cox Interactive Media, Ford Foundation, PWC, MasterCard, Unilever. Dr. Reddy was nominated or received several teaching excellence awards for his teaching in MBA. EMBA and Executive Development programs. Dr. Reddy was recognized as one of the top 40 best-selling case writers globally in 2020. His award winning cases (Harvard Business School Publishing) on Gillette in India (EFMD Award, ECCH Global Award in 2018) and Oreo in China have been featured in Financial Times and used in over 66 Business Schools in 22 countries. His recent books include Digital Transformation (2017), Digital:Works - The Future of Marketing in the Digital World (2018), Future of Luxury in Asia (2021).

Dr. Reddy along with Professor Krishna Palepu of Harvard Business School was the advisor to the Chief Minister of Andhra Pradesh, India on the state’s Vision 2020 program for economic development. He was one of the five founding directors of Quantum National Bank, Atlanta in 1995. He was on the advisory board of Navigauge, a radio audience dynamics/telematics company, and Panacea, an electronic medical practice company. He was a Director of MRII (Marketing Research Institute International. He is currently an Advisory Board member of GfK Academy, Germany, and Percipient, Singapore.

Education

• 1986 Ph.D. in Business
  Columbia University
• 1982 MPhil in Business
  Columbia University
• 1976 MBA
  Andhra University
• 1974 Bachelor of Science
  Andhra Loyola College

Awards, Recognition and Honors

2015
Winner, Teaching Excellence in Executive Development

2015
Winner, EFMD Case Competition (Category: Inclusive Business Models: CASE:Gillette's "Shave India Movement": Razor Sharp against the Stubble).

2015
Runner-up Award, Emerald Emerging Markets Case Competition (CASE: Gillette’s “Shave India Movement”: Razor Sharp against the Stubble).

2014
MBA Teaching Excellence Award

2015
Nominated for Teaching Excellence in Executive Development (one of 3 at SMU)

2014
Nominated for Teaching Excellence in Executive Development (one of 3 at SMU)

2010
Chief Marketing Officer (CMO) Asia's Best Professor in Marketing

2007-2008
IBM SUR grant for studying Innovation Conversion

2005
Nominated for the MBA Teacher of the Year

2005
Consortium Faculty, AMA Doctoral Consortium

2002
Nominated for the MBA Teacher of the Year

2002
Consortium Faculty, AMA Doctoral Consortium

2001
Winner of the Donald R. Lehmann Award for the Outstanding Dissertation Based Article in Marketing Research published in Journal of Marketing or Journal of Marketing Research.

2000
Nominated for the MBA Teacher of the Year

1999
Nominated for the MBA Teacher of the Year

1999
Consortium Faculty, AMA Doctoral Consortium

1987
Consortium Faculty, AMA Doctoral Consortium

Research Interests

• Branding Innovation and New Product Development, Online Auctions and Bidder Behaviour

Selected Journal Articles (Referred)

• "A Network Bidder Behavior Model in Online Auctions: A case of Fine Art Auctions", by Mayukh DASS, Srinivas K. REDDY, and Dawn IACOBUCCI, 12/2014, 90, 4, Journal of Retailing, 445-462
• "Social Networks among Auction Bidders: The Role of Key Bidders and Structural Properties on Auction Prices", by Mayukh DASS, Karempudi Srinivas REDDY, and Dawn IACOBUCCI, 05/2014, 37, Social Networks, 14-28
• "Ratings Lead You To The Product, Reviews Help You Clinch It : The Dynamics and Impact of Online Review Sentiments on Products Sales", by Nan HU, Noi Sian KOH, and Karempudi Srinivas REDDY, 01/2014, 57, Decision Support Systems, 42-53
• "Spillover Effects of Ingredient Branded Strategies on Brand Choice: A Field Study", by Swaminathan VANITHA, Karempudi Srinivas REDDY, and Sara Loughran DOMMER, 2011, Marketing Letters (2012), 23, 237-251
• "Art for Reward’s Sake: Visual Art Recruits Ventral Striatum", by Simon LACEY, Henrik HAGVEDT, Vanessa PATRICK, Amy ANDERSON, Randall STILLA, Gopikrishna DESHPANDE, Hu XIAOPING, Joao SATO, Karempudi Srinivas REDDY, and Krish SATHIAN, 2011, 55, NeuroImage, 420-433
• "An Investigation of Value Updating Bidders in Simultaneous Online Art Auctions", by Mayukh DASS, Lynne SEYMOUR, and Srinivas K. REDDY, 2010, Journal of Probability and Statistics
• "An interview with Vinita Bali, MD and CEO of Britannia India Ltd", by Karempudi Srinivas REDDY, 2010, 2,2, Marketing Intelligence Review, 52-60
• "An Analysis of Price Dynamics, Bidder Networks and Market Structure in Online Art Auctions", by Mayukh DASS and Karempudi Srinivas REDDY, 2008, Statistical Methods in e-Commerce Research, 105-129
• "Viewing Art Images Activates Reward and Affective Circuitry", by K SATHIAN, Simon LACEY, Amy ANDERSON, Randall STILLA, Randall STILLA, Henrik HAGVEDT, Vanessa PATRICK, and Karempudi Srinivas REDDY, 2008, Society for Neuroscience Abstracts 189.10
• "Consumer Evaluations of Corporate Brand Deployments", by Anupam JAJU, Christopher JOINER, and Srinivas K. REDDY, 2006, 34, 2, Journal of the Academy of Marketing Science, 206-215
• "Modeling Online Art Auction Dynamics Using Functional Data Analysis", by Mayukh DASS and Karempudi Srinivas REDDY, 05/2006, 21, 2, Statistical Science, 179-193
• "The Impact of Brand Extension Introduction on Consumer Choice", by Swaminathan VANITHA, Richard J FOX, and Karempudi Srinivas REDDY, 10/2001, 65, 4, Journal of Marketing, (Lead Article) 1-15
• "The Impact of Parent Brand Attribute Beliefs and Affect on Brand Extension Evaluation", by Reddy SRINIVAS and Bhat SUBODH, 09/2001, 53, 3, Journal of Business Research, 111-122 (Lead Article)
• "Affinity Partnering: Conceptualization and Issues", by Swaminathan VANITHA and Karempudi Srinivas REDDY, 2000, Handbook of Relationship Marketing, 381-406
• "Measuring and Modeling the Effects of Buyer/Seller Relationships in Corporate Financial Services Markets", by Karempudi Srinivas REDDY and John CZEPIEL, 1999, 46, Journal of Business Research, 235-244
• "Symbolic and Functional Positioning of Brands", by Bhat SUBODH and Karempudi Srinivas REDDY, 1998, 15, 1, Journal of Consumer Marketing,32-43
• "Determinants of the Success of Broadway Shows", by Karempudi Srinivas REDDY, Swaminathan VANITHA, and Carol MOTLEY, 08/1998, 35, Journal of Marketing Research, 370-383
• "SPOT: Scheduling Programs Optimally for Television", by Karempudi Srinivas REDDY, Jay ARONSON, and Atonie STAM, 01/1998, 44,1, Management Science, 83-102
• "Exploring the social geography of the marketplace: A study of relationships in corporate banking", by John CZEPIEL and Karempudi Srinivas REDDY, 1997, 13, Research in Marketing, 19-32
• "Modeling Response to Repetitive Marketing Stimuli", by Richard J FOX, Karempudi Srinivas REDDY, and Bharat RAO, 1997, 25, 3, Journal of the Academy of Marketing Science, 242-255
• "Measurement Errors in Probability Judgments", by Chezy OFIR and Karempudi Srinivas REDDY, 09/1996, 42,9, Management Science, 1308-1325
• "A Dynamic Approach to the Analysis of Strategic Alliances", by Bharat RAO and Karempudi Srinivas REDDY, 1995, 4,4, International Business Review, 499-518

Books and Monographs (Authored or Co-authored)

• "Retail and Marketing Channels: Economic and Marketing Perspectives on Producer-Distributor Relationships", by Luca PELLEGRINI and Karempudi Srinivas REDDY, Routledge, Re-issued by Routledge Books In 2012, London, 1989 "Marketing Channels: Relationships and Performance", by Luca PELLEGRINI and Karempudi Srinivas REDDY, Lexington Books, 1986
• "Distributive Trades: An International Perspective", by Luca PELLEGRINI and Karempudi Srinivas REDDY, Angeli, Milan, Italy, 1986