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Experts on Demand Individual
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Name: Shuba Srinivasan
Category: Business-Financial: Holiday Shopping
Title: Assistant Professor of Marketing
Degree: Ph.D., Marketing, University of Texas at Dallas

Areas of Expertise: Dr Srinivasan's research covers three broad areas:


    i) long-term effects of price promotions,
    ii) long-term effects of innovations and new product entry, and
    iii) methodological time-series research.

She estimates the return on marketing investment and long-term marketing productivity. Specifically, she examines how marketing actions affect firm and financial performance over time, by applying her expertise in strategic marketing, econometrics, and time-series modeling. Her research won the 2001 EMAC Best Paper Award and her findings have been published in Marketing Science, Management Science, Journal of Marketing, the International Journal of Research in Marketing (IJRM), Marketing Letters, Harvard Business Review, Advances in Econometrics, and the Journal of Economics and Management Strategy, among others.

Recognition:


  • Best paper award, 30th Annual EMAC Conference, 2001

  • Recipient, Marketing Science Institute research grant, 2001, 2002, 2004.

  • UC Regents Faculty Fellowship for 2003-2004

  • Editorial Board, Review of Marketing Science, 2001-present

  • M/A/R/C Bud Phillips Award for Outstanding UTD Doctoral Student in Marketing, UT-Dallas.

  • AMA Doctoral Consortium Fellow

  • Nominee, XII Annual Houston Doctoral Symposium

  • Gold Medal for best student in MS, IIT Madras.

Outside Activities: Dr. Srinivasan is currently working on a series of research papers on impact of promotions and new products:


  • "Do promotions increase profitability and for whom," with Koen Pauwels, Dominique M. Hanssens and Marnik G. Dekimpe, Management Science, May 2004.

  • "New Products, Sales Promotions and Firm Value, With Application to the Automobile Industry," with Koen Pauwels, Jorge Silva-Risso and Dominique M. Hanssens, Journal of Marketing, October 2004.

  • "Who benefits from store brand entry?" with Koen H. Pauwels, Marketing Science, 2004.

  • "Innovation Effects on Firm Value," with Koen Pauwels, Jorge Silva-Risso and Dominique M. Hanssens, under review.

  • "Price drivers and their financial consequences," with Koen Pauwels and Vincent Nijs, in progress.

Languages Spoken: English, Hindi, Tamil

E-mail: shuba.srinivasan@ucr.edu

Phone: (951) 827-6447

Preferred Media: Print, Radio

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