Shuba Srinivasan

Norman and Adele Barron Professor in Management Professor, Marketing Department Chair, Marketing

Shuba Srinivasan is the Adele and Norman Barron Professor of Management and Professor of Marketing at Boston University's Questrom School of Business. Srinivasan's research focuses on strategic marketing problems, in particular linking marketing to financial performance, to which she applies her expertise in time-series analysis and econometrics. She was awarded the 2010 Broderick Prize for excellence in research scholarship at Boston University's Questrom School of Business. Her research has been published in the Journal of Marketing Research, Marketing Science, Management Science, Journal of Marketing, Harvard Business Review, International Journal of Research in Marketing and Journal of Advertising Research, among others. Srinivasan serves on editorial boards for Marketing Science, Journal of Marketing Research, and International Journal of Research in Marketing. She has served on doctoral committees in marketing at BU, the University of Groningen, UCLA, and at UCR. She has consulting experience with a wide-spectrum of companies. She obtained her MBA from the Indian Institute of Management, and her Ph.D. from the University of Texas at Dallas, where she worked with Dr. Frank Bass and was awarded the M/A/R/C Award for Outstanding Doctoral Student.

    Education
  • PhD, The University of Texas at Dallas, 1995
  • MBA, Indian Institute of Management, 1988
  • MS, Indian Institute of Technology, 1986
    Publications
  • Sahoo, N., Dellarocas, C., Srinivasan, S. (2018). "The Impact of Online Product Reviews on Product Returns", Information Systems Research, 29 (3), 723-728
  • Fournier, S., Srinivasan, S. (2018). "Branding and the Risk Management Imperative", GfK Marketing Intelligence Review (Special Issue: Brand Risk Matters), 10 (1), 10-17
  • Hsu, L., Kaufmann, P., Srinivasan, S. (2017). "How Do Franchise Ownership Structure and Strategic Investment Emphasis Influence Stock Returns and Risks?", Journal of Retailing, 93 (3), 350-368
  • Srinivasan, S., Pauwels, K., Yildirim, G., Demerci, C. (2016). "The Impact of Brand Familiarity on Online and Offline Media Synergy", International Journal of Research in Marketing, 4 (33), 739-753
  • Srinivasan, S., Rutz, O., Pauwels, K. (2016). "Paths to and off Purchase: Quantifying the Impact of Traditional Marketing and Online Customer Activity", Journal of the Academy of Marketing Science, 33 (4), 739-753
  • Hsu, L., Fournier, S., Srinivasan, S. (2016). "Brand Architecture Strategy and Firm Value: How Leveraging, Separating and Distancing the Corporate Brand Affects Risk and Returns", Journal of the Academy of Marketing Science, 44 (2), 261-280
  • Srinivasan, S. (2015). "Mind-Set Metrics: Consumer Attitudes and the Bottom Line", GfK Marketing Intelligence Review, 7 (1), 28-33
  • Srinivasan, S. (2014). "Review of Marketing Research", Emerald Publishing Group
  • Srinivasan, S. (2015). "Customer Mindset Metrics and Firm Performance", Handbook of Customer Equity/Edward Elgar Publishing 306-332
  • Lehmann, D., Srinivasan, S. (2014). "Assessing Brand Equity Through Add-on Sales", Customer Needs and Solutions, 1 (1), 68-76
  • Hanssens, D., Pauwels, K., Srinivasan, S., Vanhuele, M., Yildirim, G. (2014). "Consumer Attitude Metrics For Guiding Marketing Mix Decisions", Marketing Science, 33 (4), 534-550
  • Van Heerde, H., Srinivasan, S., Dekimpe, M. (2012). "Sibling Rivarly: Estimating Cannibalization Rates for Innovations", GfK Marketing Intelligence Review, 2 (4), 32-41
  • Srinivasan, S., Rubel, O., Naik, P. (2011). "Optimal Advertising When Envisioning a Product-Harm Crisis", Marketing Science, 30 (November-December), 1048-1065
  • Osinga, E., Leeflang, P., Srinivasan, S., Weirenga, J. (2011). "Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective", Journal of Marketing, 1 (75 ), 109-124
  • Srinivasan, S., Fournier, S. (2012). ""Branding and Firm Value" The Handbook of Marketing and Finance", Edward Elgar 155-203
  • Srinivasan, S., Hanssens, D. (2009). "Marketing et valeur de l'entreprise: mesures, methodes, resultats et voies futures de recherche", Recherche et Applications en Marketing, 24 (4)
  • Srinivasan, S., Hanssens, D. (2009). "Marketing and Firm Value: Metrics, Methods, Findings and Future Directions", Journal of Marketing Research, 46 (3), 293-312
  • Srinivasan, S., Hanssens, D. (2009). "Rejoinder for Marketing and Firm Value: Metrics, Methods, Findings and Future Directions", Journal of Marketing Research, 46 (3), 313-329
  • Srinivasan, S., Erevelles, S., Stevenson, T., Fukawa, N. (2008). "An analysis of B2B ingredient co-branding relationships", Industrial Marketing Management, 37 (8), 940-952
  • Srinivasan, S., Pauwels, K., Hanssens, D., Dekimpe, M. (2004). "Do Promotions Benefit Manufacturers, Retailers, or Both", Management Science, 5 (50), 617-629
  • Pauwels, K., Silva-Risso, J., Srinivasan, S., Hanssens, D. (2004). "New Products, Sales Promotions and Firm Value, With Application to the Automobile Industry", Journal of Marketing, 68 (4), 142-156
  • Srinivasan, S., Vanhuele, M., Pauwels, K. (2010). "Mindset Metrics in Market Response Models: An Integrative Approach", Journal of Marketing Research, 47 (4), 672-684
  • Van Heerde, H., Srinivasan, S., Dekimpe, M. (2010). "Estimating Cannibalization Rates for Pioneering Innovations", Marketing Science, 29 (6), 1024-1039
  • Srinivasan, S., Pauwels, K., Silva-Risso, J., Hanssens, D. (2009). "Product Innovation, Advertising Spending and Stock Market Returns", Journal of Marketing, 73 (1), 24-43
  • Srinivasan, S., Nijs, V., Pauwels, K. (2008). "Demand-based pricing versus past-price dependence: A Cost-Benefit Analysis", Journal of Marketing, 72 (March), 15-27
  • Srinivasan, S., Pauwels, K., Franses, P. (2007). "When do non-constant price elasticities matter?", Marketing Science, 26 (1), 83-100
  • Nijs, V., Srinivasan, S., Pauwels, K. (2007). "Retail Price Drivers and Retailer Profits", Marketing Science, 26 (4), 473-487
  • Naik, P., Srinivasan, S., Schultz, D. (2007). "Perils of Using OLS to Estimate Multimedia Communication Effects", Journal of Advertising Research, 47 (September), 257-269
  • Pauwels, K., Srinivasan, S. (2004). "Who Benefits From Store Brand Entry?", Marketing Science, 23 (3), 364-390
  • Srinivasan, S., Pauwels, K., Hanssens, D., Dekimpe, M. (2004). "Les promotions beneficient-elles aux fabricants, aux distributeurs, ou aux deux", Recherche et applications en Marketing, 19 (3), 73-90
  • Srinivasan, S., Pauwels, K., Hanssens, D., Dekimpe, M. (2002). "Who Benefits from Price Promotions?", Harvard Business Review, 80 (9), 22-23
  • Srinivasan, S., Popkowski Leszczyc, P., Bass, F. (2000). "Market Share Response and Competitive Interaction: The Impact of Temporary, Evolving and Structural Changes in Prices", International Journal of Research in Marketing, 17 (4), 281-305
  • Bayer, E., Riedl, E., Skiera, B., Srinivasan, S."The Impact of Online Display and Paid Search Advertising Relative to Offline Advertising on Firm Performance and Firm Value", under review at International Journal of Marketing Research
    Conference Activities
  • Marketing Strategy Meets Wall Street Conference, Singapore Management University, Marketing Accountability, Committee Chair (2015-2015)
  • INFORMS Marketing Science, Emory, Balancing Career and family, Panelist (2014-2014)
  • INFORMS Marketing Science - CONFERENCE CHAIR, INFORMS, Marketing Science (2012-2012)
  • DMEF Research Conference, Direct Marketing Association, Media, Discussant (work of others) (2011-2011)
  • Marketing Strategy Meets Wall Street II, Marketing Science Institute, Marketing-finance, Committee Chair (2011-2011)
  • Marketing Dynamics Conference, INFORMS/MSI, Marketing Dynamics, Committee Member (2011-2011)
  • Winter AMA 2011, AMA, Marketing-Finance Interface, Panelist (2011-2011)
  • The Practice and Impact of Marketing Science Conference, Washington DC., Marketing Science Institute/ISMS, Marketing Mix Model (2011-2011)
  • MSI 50th Anniversary Celebration Conference, Marketing Science Institute (2011-2011)
  • Marketing Dynamics Conference, MSI/INFORMS, Marketing Dynamics, Committee Member (2010-2010)
  • Marketing Science Conference - Session Chair, INFORMS, Branding & Firm Value, Panelist (2010-2010)
  • The Impact and Practice of Marketing Science, MSI/ISMS, Service and Product Innovations, Panelist (2010-2010)
  • Marketing Science Conference - Session Chair, ISMS, Marketing and Firm Value (2009-2009)
  • Marketing Dynamics Conference, MSI/INFORMS, Marketing Dynamics, Committee Member (2009-2009)
  • Marketing Dynamics Conference, MSI/INFORMS, Marketing Dynamics, Committee Member (2009-2009)
  • Marketing Science Conference, Vancouver, ISMS, Marketing and Firm Value (2008-2008)
  • AMA MRSIG Pre-Conference Special Session , AMA, Emerging Frontiers in Marketing Research, Committee Chair (2008-2008)