Shuba Srinivasan - Boston University Questrom

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

Srinivasan, S. , Lavanchy, M. , Joshi, A. , You, Y. A Meta-analysis of Algorithm Aversion, 2022 Conference on Artificial Intelligence, Machine Learning, and Business Analytics, Harvard Business School, 2022

Srinivasan, S. A Meta-analysis of Algorithm Aversion, Digital Data Blitz, Questrom School of Business, 2022

Srinivasan, S. Marketing and Firm Value, KU Leuven PhD student workshop, KU Leuven, 2022

Srinivasan, S. , Jing, C. , Lee, D. , Fournier, S. Managing and Mitigating Sociopolitical Firm Risk Events, Marketing Dynamics Conference, Georgia State University, 2022

Srinivasan, S. , Jing, C. , Lee, D. , Fournier, S. Managing and Mitigating Sociopolitical Firm Risk Events, 2022

Srinivasan, S. , Fournier, S. , Eckhardt, G. Gaining Legitimacy by Managing a Brand’s Socio-Political Risks, KU Leuven Research Seminar, Leuven, 2022

Srinivasan, S. Managing and Mitigating Sociopolitical Firm Risk Events, University of Kansas, Lawrence, 2022

Srinivasan, S. , Jing, C. , Lee, D. , Fournier, S. Managing and Mitigating Firm Socio-Political Risk Events, Marketing Strategy Meets Wall Street, Chicago, 2022

Srinivasan, S. , Fournier, S. , Eckhardt, G. Reimagining Marketing in an Era of Socio-Political Activism, JAMS Thought Leaders Conference, Kings College London, 2022

Srinivasan, S. , Jing, C. , Lee, D. , Fournier, S. Managing and Mitigating Sociopolitical Firm Risk Events, ISMS Marketing Science Conference, Virtual, 2022

Srinivasan, S. Is There a Hierarchy of Effects in Advertising? Empirical Generalizations for Consumer Packaged Goods, Questrom Digital Data Blitz, Questrom School of Business, 2022

Srinivasan, S. Advertising’s Sequence of Effects on Consumer Mindset and Sales: A Comparison Across Brands and Product Categories, Marketing Science Institute, Webinar, 2022

Srinivasan, S. Marketing Metrics, Nasmei Doctoral Workshop, Online – India, 2021

Jing, C. , Lee, d. , Srinivasan, S. , Fournier, S. Managing and Mitigating Firm Risk Events, Questrom Data Blitz, Questrom, 2021

Srinivasan, S. , Lee, D. , Fournier, S. , Jing, C. Managing and Mitigating Firm Risk Events, 2021 Conference on Artificial Intelligence, Machine Learning, and Business Analytics, Philadelphia, online, 2021

Jing, C. , Lee, D. , Srinivasan, S. , Fournier, S. Managing and Mitigating Firm Risk Events, JMR Conference, 2021

Srinivasan, S. Is the Hierarchy of Effects Model Dead or Alive?, Advertising Research Foundation, AudienceXScience 2021, 2021

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

Fournier, S., Srinivasan, S. (In Press). “Monitoring Marketing Sources of Brand Reputation Risk”, NIM Marketing Intelligence Review, 15 (1), 46-53

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., Hanssens, D. (In Press). “The Impact of Advertising On a Company’s Stock Price”, Journal of Advertising Research

Song, Y., Sahoo, N., Srinivasan, S., Dellarocas, C. (In Press). “Uncovering Characteristic Response Paths of a Population”, Informs Journal on Computing

Song, Y., Sahoo, N., Srinivasan, S., Dellarocas, C. (In Press). “Uncovering Paths to Purchase of Heterogeneous Consumers Using Clustered Multivariate Autoregression”, SSRN Electronic Journal

Valenti, A., Srinivasan, S., Yildirim, G., Pauwels, K. (2024). “Direct mail to prospects and email to current customers? Modeling and field-testing multichannel marketing”, Journal of the Academy of Marketing Science, 52 (3), 815-834

Gijsenberg, M., Schmitt, J., Wieringa, J., Srinivasan, S. (2024). “From First Impressions to Lasting Influence: Advertising Sequence Response Dynamics in Retail Environments”, SSRN Electronic Journal

Valenti, A., Yildirim, G., Vanhuele, M., Srinivasan, S., Pauwels, K. (2022). “Advertising’s sequence of effects on consumer mindset and sales: A comparison across brands and product categories”, International Journal of Research in Marketing

Srinivasan, S., Ataman, B., Pauwels, K., Vanhuele, M. (2022). “Raising prices? How advertising strengthens your brand’s pricing power”, WARC

Srinivasan, S., Hanssens, D. (2022). “Marketing and Firm Value”, Now Publishers

Srinivasan, S. (2022). Modeling Marketing Dynamics Using Vector Autoregressive (VAR) Model. In Christian, Homburg., Martin, Klarmann., Arnd, Vomberg. (Eds.), “Handbook of Market Research”, Springer Publication

Kurt, D., Pauwels, K., Kurt, A., Srinivasan, S. (2021). “The asymmetric effect of warranty payments on firm value: The moderating role of advertising, R&D, and industry concentration”, International Journal of Research in Marketing, 38 (4), 817-837

Fournier, S., Srinivasan, S., Marrinan, P. (2021). “Turning Socio-Political Risk to Your Brand’s Advantage”, NIM Marketing Intelligence Review, 13 (2), 18-25

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

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

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