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. (In Press). "The Impact of Online Product Reviews on Product Returns", Information Systems Research, 29 (3), 723-738
  • Srinivasan, S. (In Press). Modeling Marketing Dynamics Using Vector Autoregressive (VAR) Model. In Christian, Homburg., Martin, Klarmann., Arnd, Vomberg. (Eds.), "Handbook of Market Research", Springer Publication
  • Edeling, A., Srinivasan, S., Hanssens, D. (2021). "The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research", International Journal of Research in Marketing
  • Bayer, E., Srinivasan, S., Riedl, E., Skiera, B. (2020). "The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value", International Journal of Research in Marketing, 37 (4), 789-804
  • Srinivasan, S., You, Y., Pauwels, K., Joshi, A. (2020). "How do CEO/CMO Characteristics affect Innovation and Stock Returns: Findings and Future Directions", Journal of the Academy of Marketing Science
  • Han, J., Feit, E., Srinivasan, S. (2020). "Can negative buzz increase awareness and purchase intent?", Marketing Letters
  • Fournier, S., Srinivasan, S. (2018). "The Frontlines of Brand Risk: Interview with Patrick Marrinan", GfK Marketing Intelligence Review, 10 (1), 52-57
  • Fournier, S., Srinivasan, S. (2018). "Editorial: Brand Risk", GfK Marketing Intelligence Review, 10 (1), 3-3
  • Fournier, S., Srinivasan, S. (2018). "Branding and the Risk Management Imperative", GfK Marketing Intelligence Review, 10 (1), 10-17
  • Srinivasan, S. (2017). "Why a Data and Analytics Strategy Today Gives Marketers an Advantage Tomorrow", Mit Sloan Management Review
  • 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
  • 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
  • Pauwels, K., Demirci, C., Yildirim, G., Srinivasan, S. (2016). "The impact of brand familiarity on online and offline media synergy", International Journal of Research in Marketing, 33 (4), 739-753
  • Srinivasan, S., Rutz, O., Pauwels, K. (2016). "Paths to and off purchase: Quantifying the impact of traditional marketing and online consumer activity", Journal of the Academy of Marketing Science, 44 (4), 440-453
  • 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. (2015). Customer Mindset Metrics and Firm Performance."Handbook of Research on Customer Equity in Marketing", Edward Elgar Publishing 306-332
  • 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
  • Lehmann, D., Srinivasan, S. (2014). "Assessing Brand Equity Through Add-on Sales", Customer Needs and Solutions, 1 (1), 68-76
  • van Heerde, H., Srinivasan, S., Dekimpe, M. (2012). "Sibling Rivalry: Estimating Cannibalization Rates for Innovations", GfK Marketing Intelligence Review, 4 (2), 32-41
  • Fournier, S., Srinivasan, S. (2012). Branding and Firm Value."The Handbook of Marketing and Finance", Edward Elgar 155-203
  • Rubel, O., Naik, P., Srinivasan, S. (2011). "Optimal Advertising When Envisioning a Product-Harm Crisis", Marketing Science, 30 (6), 1048-1065
  • Osinga, E., Leeflang, P., Srinivasan, S., Wieringa, J. (2011). "Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective", Journal of Marketing, 75 (1), 109-124
  • Osinga, E., Leeflang, P., Srinivasan, S., Wieringa, J. (2011). "Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective", Journal of Marketing, 75 (1), 109-124
  • van Heerde, H., Srinivasan, S., Dekimpe, M. (2010). "Estimating Cannibalization Rates for Pioneering Innovations", Marketing Science, 29 (6), 1024-1039
  • Srinivasan, S., Vanhuele, M., Pauwels, K. (2010). "Mind-Set Metrics in Market Response Models: An Integrative Approach", Journal of Marketing Research, 47 (4), 672-684
  • Srinivasan, S., Hanssens, D. (2009). "Marketing et valeur de l'entreprise: mesures, méthodes, résultats et voies futures de recherche", Recherche et Applications en Marketing (French Edition), 24 (4), 97-130
  • 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). "Marketing and Firm Value: Perspectives and Conclusions", Journal of Marketing Research, 46 (3), 327-329
  • (2009). "Commentaries and Rejoinder to “Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions”: Linking Marketing Actions to Value Creation and Firm Value: Insights from Accounting Research", Journal of Marketing Research, 46 (3), 313-329
  • Srinivasan, S., Pauwels, K., Silva-Risso, J., Hanssens, D. (2009). "Product Innovations, Advertising, and Stock Returns", Journal of Marketing, 73 (1), 24-43
  • 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
  • Erevelles, S., Stevenson, T., Srinivasan, S., Fukawa, N. (2008). "An analysis of B2B ingredient co-branding relationships", Industrial Marketing Management, 37 (8), 940-952
  • Srinivasan, S., Pauwels, K., Nijs, V. (2008). "Demand-Based Pricing versus Past-Price Dependence: A Cost–Benefit Analysis", Journal of Marketing, 72 (2), 15-27
  • Naik, P., Schultz, D., Srinivasan, S. (2007). "Perils of Using OLS to Estimate Multimedia Communications Effects", Journal of Advertising Research, 47 (3), 257-269
  • Nijs, V., Srinivasan, S., Pauwels, K. (2007). "Retail-Price Drivers and Retailer Profits", Marketing Science, 26 (4), 473-487
  • Pauwels, K., Srinivasan, S., Franses, P. (2007). "When Do Price Thresholds Matter in Retail Categories?", Marketing Science, 26 (1), 83-100
  • Srinivasan, S., Pauwels, K., Franses, P. (2007). "When do non-constant price elasticities matter?", Marketing Science, 26 (1), 83-100
  • Pauwels, K., Silva-Risso, J., Srinivasan, S., Hanssens, D. (2004). "New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry", Journal of Marketing, 68 (4), 142-156
  • Srinivasan, S., Pauwels, K., Hanssens, D., Dekimpe, M. (2004). "Les promotions bénéficient-elles aux fabricants, aux distributeurs, ou aux deux ?", Recherche et Applications en Marketing (French Edition), 19 (3), 73-90
  • 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). "Do Promotions Benefit Manufacturers, Retailers, or Both?", Management Science, 50 (5), 617-629
    Research Presentations
  • Srinivasan, S. Direct Mail to Prospects and Email to Current Customers? Managing Multichannel Marketing for L’Occitane.”, Marketing Seminar Series, Vrie University, Amsterdam (Online), 2020
  • Srinivasan, S. The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research., Marketing Strategy Doctoral Consortium, Mccombs School, UT Austin, 2020
  • Srinivasan, S. The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research., New Innovations in Marketing, Bocconi/INSEAD, 2020
  • Nordin, M. , Ved, T. , Takeda, Y. How is the Pandemic Changing Retail, BU Questrom, 2020
  • Valenti, A. , Pauwels, K. , Yildirim, G. , Vanhuele, M. , Srinivasan, S. Is the Hierarchy of Effects Model Dead or Alive?, INFORMS Marketing Science, Fuqua School of Business Duke University, 2020
  • Srinivasan, S. Direct Mail to Prospects and Email to Current Customers? Managing Multichannel Marketing for L’Occitane, Informs Marketing Science Conference, Fuqua Business School Duke University, 2020
  • Srinivasan, S. The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research, Winter AMA conference, San Diego, 2020
  • Srinivasan, S. Digital Path to Purchase, AMA Sheth Consortium, Stern School of Business, NYU, New York, 2019
  • Gijsenberg, M. , Srinivasan, S. , Schmitt, J. , Wierenga, J. Asymmetric Advertising Response,, EMAC 2018, Glasgow, 2018
  • Bayer, E. , Srinivasan, S. , Riedl, E. , Skiera, B. The Impact of Online Display and Paid Search Advertising Relative to Offline Advertising on Firm Performance and Firm Value, 2018
  • Bayer, E. , Srinivasan, S. , Riedl, E. , Skiera, B. The Impact of Online Display and Paid Search Advertising Relative to Offline Advertising on Firm Performance and Firm Value
  • Srinivasan, S. , Fournier, S. , Marrinan, P. Re-envisioning marketing for an age of risky business
  • Srinivasan, S. , You, Y. , Pauwels, K. , Joshi, A. How do CEO/CMO Characteristics affect Innovation and Stock Returns: Findings and Future Directions, University of Groningen, Groningen, Netherlands