S Sriram

S Sriram

  • Associate Dean for Part-Time MBA Programs
  • Professor of Marketing
  • Michael R. and Mary Kay Hallman Faculty Fellow
Education
  • PhD Purdue University 2004
  • BTech Indian Institute of Technology 1995

Contact Information

Phone
(734) 647-6413
Email
Room
R5442
Research

Sriram’s research interests are in the areas of brand and product portfolio management, monetizing content, and healthcare. Substantively, his research has spanned several industries including consumer packaged goods, technology products and services, retailing, news media, user-generated content, online education platforms, 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 has presented his research at many national and international venues. He is an associate editor at the Journal of Marketing Research and the Journal of Marketing and serves on the editorial boards of Marketing Science and Quantitative Marketing and Economics. Sriram obtained his Bachelor of Technology degree from the Indian Institute of technology and a Ph.D. in Marketing from Purdue University.

The Effect of Information Disclosure on Industry Payments to Physicians

Authors
Tong Guo, S. Sriram, and Puneet Manchanda
Published Date
02/2021

Source

Journal of Marketing Research
Volume: 
58
Issue: 
1
Pages: 
115-140

Frictions in the Way of Omnichannel Marketing: Remedies and Future Research

Authors
Cui, T., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C., Venkataraman, S.
Published Date
11/2020

Source

Journal of Marketing
Volume: 
85
Issue: 
2
Pages: 
103-120
Authors
Guo, Tong, Sriram, S., and Manchanda, Puneet
Published Date
2020

Source

Marketing Science
Volume: 
39
Issue: 
3
Pages: 
516-539

Paywalls: Monetizing Online Content

Authors
Pattabhiramiah, Adithya, S. Sriram, and Puneet Manchanda
Published Date
2019

Source

Journal of Marketing
Volume: 
83
Issue: 
2
Pages: 
19-36

Rising Prices under Declining Preferences: The Case of the U.S. Print Newspaper Industry

Authors
Pattabhiramiah, Adithya, S. Sriram, and Shrihari Sridhar
Published Date
2018

Source

Marketing Science
Volume: 
37
Issue: 
1
Pages: 
97-122

Is Online Newspaper Advertising Cannibalizing Print Advertising?

Authors
Sridhar, Shrihari and S. Sriram
Published Date
2015

Source

Quantitative Marketing and Economics
Volume: 
13
Issue: 
4
Pages: 
283-318

Service Quality Variability and Termination Behavior

Authors
Sriram, S., Pradeep Chintagunta, and Puneet Manchanda
Published Date
2015

Source

Management Science
Volume: 
51
Issue: 
11
Pages: 
2739-2759

Empirical Investigation of Retail Expansion and Cannibalization in a Dynamic Environment

Authors
Pancras, Joseph, S. Sriram, and V Kumar
Published Date
2012

Source

Management Science
Volume: 
58
Issue: 
11
Pages: 
2001-2018

Assessing the Effect of Marketing Investments in a Business Marketing Context

Authors
Kumar, V., S. Sriram, Anita Luo, and Pradeep Chintagunta
Published Date
2011

Source

Marketing Science
Volume: 
30
Issue: 
5
Pages: 
924-940

Investigating Consumer Purchase Behavior in Related Technology Product Categories

Authors
S. Sriram, Pradeep Chintagunta, and Manoj Agarwal
Published Date
2010

Source

Marketing Science
Volume: 
29
Issue: 
2
Pages: 
291-314

Channel responses to Brand Introductions: An Empirical Investigation

Authors
S. Sriram, Vrinda Kadiyali
Published Date
2009

Source

International Journal of Research in Marketing
Volume: 
26
Issue: 
4
Pages: 
345-355

Learning Models

Authors
Srinivasaraghavan Sriram, Pradeep Chintagunta
Published Date
2009

Source

Review of Marketing Research
Volume: 
6
Issue: 
0
Pages: 
63-83

Understanding the Simultaneous Effects of Category Fit and Order of Entry on Consumer Perceptions of Brand Extensions

Authors
Oakley, Jim, Adam Duhachek, S. Balachander, and S. Sriram
Published Date
2008

Source

Journal of Consumer Research
Volume: 
34
Issue: 
5
Pages: 
706-712

Monitoring the Dynamics of Brand Equity Using Store-Level Data

Authors
Sriram, S., S. Balachander, and Manohar Kalwani
Published Date
2007

Source

Journal of Marketing
Volume: 
71
Issue: 
2
Pages: 
61-78

Optimal Advertising and Promotion Budgets in Dynamic Markets with Brand Equity as the Mediating Variable

Authors
Sriram, S. and Kalwani, M.U.
Published Date
01/2007

Source

Management Science
Volume: 
53
Issue: 
1
Pages: 
46-60

Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets

Authors
Sriram, S., Chintagunta, P., and Neelamegham, R.
Published Date
2006

Source

Marketing Science
Volume: 
25
Issue: 
5
Pages: 
440-456