S Sriram

S Sriram

  • Associate Professor of Marketing
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 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.

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

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

Learning Models

Authors
Srinivasaraghavan Sriram, Pradeep Chintagunta
Published Date
2009

Source

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

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
Ross Thought In Action
Research by PhD student Tong Guo, with Professors Puneet Manchanda and S. Sriram, examines the effect of payment disclosures on physician behavior.

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