Shuba Srinivasan

Norman and Adele Barron Professor in 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

Selected Research Presentations

Srinivasan, S. , Jing, C. , Lee, D. , Fournier, S. Do or Do Not, There Is No Try: Firm Response to Sociopolitical Risk Events, Indian Institute of Management Ahmedabad, 2023

Jing, C. , Lee, D. , Srinivasan, S. , Fournier, S. Do or Do Not, There Is No Try: Firm Response to Sociopolitical Risk Events, BU IMAP, 2023

Srinivasan, S. , Jing, C. , Lee, D. Firm Sociopolitical Performance Radar, ISMS Marketing Science Conference, Miami, FL, 2023

Srinivasan, S. , Jing, c. , Lee, d. , Fournier, s. Do or Do Not, There Is No Try: Firm Response to Sociopolitical Risk Events, EMAC virtual presentation, Odense Denmark, 2023

Srinivasan, S. Do or Do Not, There Is No Try: Firm Response to Sociopolitical Risk Events, Boston College, Chestnut Hill, MA, 2023

Jing, C. , Srinivasan, S. , Seidmann, A. , Gunarathne, P. Words Sound Louder with Actions: An Empirical Investigation of Firm DEI Promotion on Social Media, ISMS Marketing Science DEI conference, 2023

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

Publications

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