Shuba Srinivasan, Associate Professor & Dean’s Research Fellow, Marketing
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Shuba Srinivasan, Associate Professor & Dean’s Research Fellow, Marketing |
PhD, University of Texas at Dallas
MBA, Indian Institute of Management, Ahmedabad
MS, Indian Institute of Technology, Madras
Visiting Scholar at UCLA & HEC, Paris
What are your primary research interests?
My research focuses on marketing’s impact on financial performance and firm valuation and on metrics for gauging marketing performance. Current research projects include the predictive power of consumer mindset metrics and understanding the impact of pioneering innovation on brand performance.
Why is the School of Management a good fit for you?
It is a good fit given the clear research synergies with my marketing colleagues related to the topic of creating, communicating, and capturing value through marketing. Together, in the marketing department, we conduct research on important trends and imperatives such as marketing ROI, branding, corporate social responsibility, pricing and design. There is an exceptional amount of research collaboration here -- between students, faculty, and across departments. This fosters a collaborative learning environment that benefits all and informs managerial practice as well.
What’s been your biggest gain since coming to the School?
My biggest gain is the BU community and the network of colleagues & scholars, both within the marketing department and across the school and university, the BU/SMG students, and the staff. Ours is an engaged community that actively participates in learning, both inside and outside the classroom. Our MBA students have a problem-solving/hands-on approach to learning. Their enthusiasm for learning is contagious, and this is an aspect that I find especially fun and rewarding.
What business problem do you most want your work to help solve?
Given the current tight economic conditions, companies are more interested than ever in understanding and measuring the returns being obtained from marketing investments, both long and short term. I would like my work to inform managerial practice on this issue and help demonstrate marketing’s value in the C-suite.
