{"id":10285,"date":"2024-08-06T16:55:49","date_gmt":"2024-08-06T20:55:49","guid":{"rendered":"https:\/\/www.bu.edu\/questrom\/profiles\/shuba-srinivasan\/"},"modified":"2026-04-06T15:07:02","modified_gmt":"2026-04-06T19:07:02","slug":"shuba-srinivasan","status":"publish","type":"profiles","link":"https:\/\/www.bu.edu\/questrom\/profiles\/shuba-srinivasan\/","title":{"rendered":"Shuba Srinivasan"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull profile__standard-wrapper has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns profile__columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column profile__left-column is-layout-flow wp-container-core-column-is-layout-3bd72ab2 wp-block-column-is-layout-flow\"><figure class=\"profile__image wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1487\" height=\"1707\" src=\"https:\/\/www.bu.edu\/questrom\/wp-content\/uploads\/sites\/2\/2024\/08\/SrinivasanShuba.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"object-fit:contain;\" srcset=\"https:\/\/www.bu.edu\/questrom\/wp-content\/uploads\/sites\/2\/2024\/08\/SrinivasanShuba.jpg 1487w, https:\/\/www.bu.edu\/questrom\/wp-content\/uploads\/sites\/2\/2024\/08\/SrinivasanShuba-261x300.jpg 261w, https:\/\/www.bu.edu\/questrom\/wp-content\/uploads\/sites\/2\/2024\/08\/SrinivasanShuba-610x700.jpg 610w\" sizes=\"auto, (max-width: 1487px) 100vw, 1487px\" \/><\/figure>\n\n<aside class=\"profile__contact profile__contact--api wp-block-amp-profile-contact\" itemscope itemtype=\"http:\/\/schema.org\/Person\">\n  <h5>Contact<\/h5>\n  <div class=\"profile__contact-row\">\n          <div class=\"profile__contact-cell profile__contact-cell--phone\">\n        <h6 class=\"wp-block-heading has-h-8-font-size\" style=\"font-weight: 500; text-transform: uppercase; margin-top: 0px;\">\n        Phone\n      <\/h6>\n      <p class=\"has-p-2-font-size\" itemprop=\"telephone\">\n        617-353-5978      <\/p>\n    <\/div>\n              <div class=\"profile__contact-cell profile__contact-cell--email\">\n        <h6 class=\"wp-block-heading has-h-8-font-size\" style=\"font-weight: 500; text-transform: uppercase; margin-top: 0px;\">\n        Email\n      <\/h6>\n      <p class=\"has-p-2-font-size\">\n        <a href=\"mailto:ssrini@bu.edu\" itemprop=\"email\">\n          ssrini@bu.edu        <\/a>\n      <\/p>\n    <\/div>\n          <\/div>\n\n      <div class=\"profile__contact-buttons\">\n              <div class=\"wp-block-button is-style-primary-button\">\n          <a class=\"wp-block-button__link wp-element-button\" href=\"http:\/\/questromapps.bu.edu\/faculty\/uploadFiles\/cvUploadsProfile\/MK_Srinivasan_Shuba_CV.pdf\">\n            Download CV\n          <\/a>\n        <\/div>\n                    <div class=\"wp-block-button is-style-primary-button\">\n          <a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.bu.edu\/questrom\/profile\/shuba-srinivasan\/\" itemprop=\"url\">\n            Visit Website\n          <\/a>\n        <\/div>\n          <\/div>\n  \n      <div class=\"profile__contact-row\">\n\n              <div class=\"profile__contact-cell profile__contact-cell--office\">\n          <h6 class=\"wp-block-heading has-h-8-font-size\" style=\"font-weight: 500; text-transform: uppercase; margin-top: 0px;\">\n          Office\n        <\/h6>\n        <p class=\"has-p-2-font-size\" itemprop=\"workLocation\">\n          661        <\/p>\n      <\/div>\n                    <div class=\"profile__contact-cell profile__contact-cell--bu\">\n          <h6 class=\"wp-block-heading has-h-8-font-size\" style=\"font-weight: 500; text-transform: uppercase; margin-top: 0px\">\n            Boston University <br \/>\n            Questrom School of Business\n          <\/h6>\n                        <p class=\"has-p-2-font-size\" itemprop=\"address\">\n                Rafik B. Hariri Building <br \/>\n                595 Commonwealth Avenue <br \/>\n                Boston, MA 02215\n              <\/p>\n                  <\/div>\n          <\/div>\n  <\/aside><\/div>\n\n\n\n<div class=\"wp-block-column profile__right-column is-layout-flow wp-container-core-column-is-layout-3bd72ab2 wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group profile__header-container has-global-padding is-layout-constrained wp-container-core-group-is-layout-7db9d80f wp-block-group-is-layout-constrained\" style=\"padding-right:0;padding-left:0\">\n<div class=\"wp-block-group profile__header-content has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\"><h1 class=\"wp-block-post-title\">Shuba Srinivasan<\/h1>\n\n\n<div class=\"alignfull wp-block-amp-profile-position\">\n\t\t\t<p class=\"has-text-align-left has-text-transform-uppercase has-p-2-font-size\" style=\"text-transform: uppercase; font-weight: 600\">\n\t\t\tNorman and Adele Barron Professor in Marketing\t\t<\/p>\n\t<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-amp-profile-bio\">\n\t<p>Shuba Srinivasan is the Adele and Norman Barron Professor of Management and Professor of Marketing&nbsp;at Boston University&#039;s Questrom School of Business. Srinivasan&#039;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.&nbsp;She was awarded the 2010 Broderick Prize for excellence in research scholarship at Boston University&#039;s Questrom School of Business. Her research has been published in the J<em>ournal of Marketing Research, Marketing Science, Management Science, Journal of Marketing, Harvard Business Review, International Journal of Research in Marketing <\/em>and<em> Journal of Advertising Research<\/em>, 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.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-amp-profile-data profile-data\"><div class=\"wp-block-group profile__data-section has-global-padding is-layout-constrained wp-block-group-is-layout-constrained wp-block-amp-profile-education\">\n\t<h5 class=\"wp-block-heading\" style=\"font-weight: 500\">\n\tEducation\t<\/h5>\n\n\t<div class=\"wp-block-group profile__data-row has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\t\t<p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">PhD, The University of Texas at Dallas , 1995<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">MBA, Indian Institute of Management, 1988<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">MS, Indian Institute of Technology, 1986<\/p>\t\t<\/p>\n\t<\/div>\n<\/div>\n\n\n<div class=\"wp-block-group profile__data-section has-global-padding is-layout-constrained wp-block-group-is-layout-constrained wp-block-amp-profile-presentations\">\n\t<h5 class=\"wp-block-heading\" style=\"font-weight: 500\">\n\tSelected Research Presentations\t<\/h5>\n\n\t<div class=\"wp-block-group profile__data-row has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\t\t<p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">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<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">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<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S. , Jing, C. , Lee, D. Firm Sociopolitical Performance Radar, ISMS Marketing Science Conference, Miami, FL, 2023<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">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<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S. Do or Do Not, There Is No Try: Firm Response to Sociopolitical Risk Events, Boston College, Chestnut Hill, MA, 2023<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">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<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">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<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S. , Fournier, S. , Marrinan, P. Re-envisioning marketing for an age of risky business<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">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<\/p>\t\t<\/p>\n\t<\/div>\n<\/div>\n\n\n<div class=\"wp-block-group profile__data-section has-global-padding is-layout-constrained wp-block-group-is-layout-constrained wp-block-amp-profile-publications\">\n\t<h5 class=\"wp-block-heading\" style=\"font-weight: 500\">\n\tPublications\t<\/h5>\n\n\t<div class=\"wp-block-group profile__data-row has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\t<p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Fournier, S., Srinivasan, S. (In Press). &#8220;Monitoring Marketing Sources of Brand Reputation Risk&#8221;, <i>NIM Marketing Intelligence Review<\/i>, <i>15<\/i> (1),  46-53<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Song, Y., Sahoo, N., Srinivasan, S., Dellarocas, C. (In Press). &#8220;Uncovering Characteristic Response Paths of a Population&#8221;, <i>Informs Journal on Computing<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Sahoo, N., Dellarocas, C., Srinivasan, S. (In Press). &#8220;The Impact of Online Product Reviews on Product Returns&#8221;, <i>Information Systems Research<\/i>, <i>29<\/i> (3),  723-738<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Koschmann, A., Neslin, S., Srinivasan, S., Wolfson, P. (In Press). &#8220;The Size of the Same-Week Promotion Bump-Drivers and Their Implications&#8221;, <i>Journal of the Academy of Marketing Science<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Altenburg, L., Srinivasan, S., Pauwels, K. (In Press). Drivers of Market Power of National Brands Over Store Brands and Implications for Pricing.&#8221;Handbook of Pricing Research &#8211; Second edition&#8221;, <i>Edward Elgar<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Song, Y., Sahoo, N., Srinivasan, S., Dellarocas, C. (In Press). &#8220;Uncovering Paths to Purchase of Heterogeneous Consumers Using Clustered Multivariate Autoregression&#8221;, <i>SSRN Electronic Journal<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Valenti, A., Srinivasan, S., Yildirim, G., Pauwels, K. (2024). &#8220;Direct mail to prospects and email to current customers? Modeling and field-testing multichannel marketing&#8221;, <i>Journal of the Academy of Marketing Science<\/i>, <i>52<\/i> (3),  815-834<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., Hanssens, D. (2024). &#8220;The Impact of Advertising On a Company\u2019s Stock Price&#8221;, <i>Journal of Advertising Research<\/i> 120-134<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Valenti, A., Yildirim, G., Vanhuele, M., Srinivasan, S., Pauwels, K. (2022). &#8220;Advertising\u2019s sequence of effects on consumer mindset and sales: A comparison across brands and product categories&#8221;, <i>International Journal of Research in Marketing<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., Ataman, B., Pauwels, K., Vanhuele, M. (2022). &#8220;Raising prices? How advertising strengthens your brand\u2019s pricing power&#8221;, <i>WARC<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., Hanssens, D. (2022). &#8220;Marketing and Firm Value&#8221;, <i>Now Publishers<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S. (2022). Modeling Marketing Dynamics Using Vector Autoregressive (VAR) Model. In Christian, Homburg., Martin, Klarmann., Arnd, Vomberg. (Eds.), &#8220;Handbook of Market Research&#8221;, <i>Springer Publication<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Kurt, D., Pauwels, K., Kurt, A., Srinivasan, S. (2021). &#8220;The asymmetric effect of warranty payments on firm value: The moderating role of advertising, R&amp;D, and industry concentration&#8221;, <i>International Journal of Research in Marketing<\/i>, <i>38<\/i> (4),  817-837<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Fournier, S., Srinivasan, S., Marrinan, P. (2021). &#8220;Turning Socio-Political Risk to Your Brand\u2019s Advantage&#8221;, <i>NIM Marketing Intelligence Review<\/i>, <i>13<\/i> (2),  18-25<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Edeling, A., Srinivasan, S., Hanssens, D. (2021). &#8220;The marketing\u2013finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research&#8221;, <i>International Journal of Research in Marketing<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Bayer, E., Srinivasan, S., Riedl, E., Skiera, B. (2020). &#8220;The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value&#8221;, <i>International Journal of Research in Marketing<\/i>, <i>37<\/i> (4),  789-804<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., You, Y., Pauwels, K., Joshi, A. (2020). &#8220;How do CEO\/CMO Characteristics affect Innovation and Stock Returns: Findings and Future Directions&#8221;, <i>Journal of the Academy of Marketing Science<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Han, J., Feit, E., Srinivasan, S. (2020). &#8220;Can negative buzz increase awareness and purchase intent?&#8221;, <i>Marketing Letters<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Fournier, S., Srinivasan, S. (2018). &#8220;The Frontlines of Brand Risk: Interview with Patrick Marrinan&#8221;, <i>GfK Marketing Intelligence Review<\/i>, <i>10<\/i> (1),  52-57<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Fournier, S., Srinivasan, S. (2018). &#8220;Editorial: Brand Risk&#8221;, <i>GfK Marketing Intelligence Review<\/i>, <i>10<\/i> (1),  3-3<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Fournier, S., Srinivasan, S. (2018). &#8220;Branding and the Risk Management Imperative&#8221;, <i>GfK Marketing Intelligence Review<\/i>, <i>10<\/i> (1),  10-17<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S. (2017). &#8220;Why a Data and Analytics Strategy Today Gives Marketers an Advantage Tomorrow&#8221;, <i>Mit Sloan Management Review<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Hsu, L., Kaufmann, P., Srinivasan, S. (2017). &#8220;How Do Franchise Ownership Structure and Strategic Investment Emphasis Influence Stock Returns and Risks?&#8221;, <i>Journal of Retailing<\/i>, <i>93<\/i> (3),  350-368<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Hsu, L., Kaufmann, P., Srinivasan, S. (2017). &#8220;How Do Franchise Ownership Structure and Strategic Investment Emphasis Influence Stock Returns and Risks?&#8221;, <i>Journal of Retailing<\/i>, <i>93<\/i> (3),  350-368<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Pauwels, K., Demirci, C., Yildirim, G., Srinivasan, S. (2016). &#8220;The impact of brand familiarity on online and offline media synergy&#8221;, <i>International Journal of Research in Marketing<\/i>, <i>33<\/i> (4),  739-753<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., Rutz, O., Pauwels, K. (2016). &#8220;Paths to and off purchase: Quantifying the impact of traditional marketing and online consumer activity&#8221;, <i>Journal of the Academy of Marketing Science<\/i>, <i>44<\/i> (4),  440-453<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Hsu, L., Fournier, S., Srinivasan, S. (2016). &#8220;Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returns&#8221;, <i>Journal of the Academy of Marketing Science<\/i>, <i>44<\/i> (2),  261-280<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S. (2015). &#8220;Mind-Set Metrics: Consumer Attitudes and the Bottom Line&#8221;, <i>GfK Marketing Intelligence Review<\/i>, <i>7<\/i> (1),  28-33<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S. (2015). Customer Mindset Metrics and Firm Performance.&#8221;Handbook of Research on Customer Equity in Marketing&#8221;, <i>Edward Elgar Publishing<\/i> 306-332<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Hanssens, D., Pauwels, K., Srinivasan, S., Vanhuele, M., Yildirim, G. (2014). &#8220;Consumer Attitude Metrics for Guiding Marketing Mix Decisions&#8221;, <i>Marketing Science<\/i>, <i>33<\/i> (4),  534-550<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Lehmann, D., Srinivasan, S. (2014). &#8220;Assessing Brand Equity Through Add-on Sales&#8221;, <i>Customer Needs and Solutions<\/i>, <i>1<\/i> (1),  68-76<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">van Heerde, H., Srinivasan, S., Dekimpe, M. (2012). &#8220;Sibling Rivalry: Estimating Cannibalization Rates for Innovations&#8221;, <i>GfK Marketing Intelligence Review<\/i>, <i>4<\/i> (2),  32-41<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Fournier, S., Srinivasan, S. (2012). Branding and Firm Value.&#8221;The Handbook of Marketing and Finance&#8221;, <i>Edward Elgar<\/i> 155-203<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Rubel, O., Naik, P., Srinivasan, S. (2011). &#8220;Optimal Advertising When Envisioning a Product-Harm Crisis&#8221;, <i>Marketing Science<\/i>, <i>30<\/i> (6),  1048-1065<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Osinga, E., Leeflang, P., Srinivasan, S., Wieringa, J. (2011). &#8220;Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective&#8221;, <i>Journal of Marketing<\/i>, <i>75<\/i> (1),  109-124<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Osinga, E., Leeflang, P., Srinivasan, S., Wieringa, J. (2011). &#8220;Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective&#8221;, <i>Journal of Marketing<\/i>, <i>75<\/i> (1),  109-124<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">van Heerde, H., Srinivasan, S., Dekimpe, M. (2010). &#8220;Estimating Cannibalization Rates for Pioneering Innovations&#8221;, <i>Marketing Science<\/i>, <i>29<\/i> (6),  1024-1039<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., Vanhuele, M., Pauwels, K. (2010). &#8220;Mind-Set Metrics in Market Response Models: An Integrative Approach&#8221;, <i>Journal of Marketing Research<\/i>, <i>47<\/i> (4),  672-684<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., Hanssens, D. (2009). &#8220;Marketing et valeur de l&#8217;entreprise: mesures, m\u00e9thodes, r\u00e9sultats et voies futures de recherche&#8221;, <i>Recherche et Applications en Marketing (French Edition)<\/i>, <i>24<\/i> (4),  97-130<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., Hanssens, D. (2009). &#8220;Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions&#8221;, <i>Journal of Marketing Research<\/i>, <i>46<\/i> (3),  293-312<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., Hanssens, D. (2009). &#8220;Marketing and Firm Value: Perspectives and Conclusions&#8221;, <i>Journal of Marketing Research<\/i>, <i>46<\/i> (3),  327-329<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\"> (2009). &#8220;Commentaries and Rejoinder to \u201cMarketing and Firm Value: Metrics, Methods, Findings, and Future Directions\u201d: Linking Marketing Actions to Value Creation and Firm Value: Insights from Accounting Research&#8221;, <i>Journal of Marketing Research<\/i>, <i>46<\/i> (3),  313-329<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., Pauwels, K., Silva-Risso, J., Hanssens, D. (2009). &#8220;Product Innovations, Advertising, and Stock Returns&#8221;, <i>Journal of Marketing<\/i>, <i>73<\/i> (1),  24-43<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., Pauwels, K., Silva-Risso, J., Hanssens, D. (2009). &#8220;Product Innovation, Advertising Spending and Stock Market Returns&#8221;, <i>Journal of Marketing<\/i>, <i>73<\/i> (1),  24-43<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Erevelles, S., Stevenson, T., Srinivasan, S., Fukawa, N. (2008). &#8220;An analysis of B2B ingredient co-branding relationships&#8221;, <i>Industrial Marketing Management<\/i>, <i>37<\/i> (8),  940-952<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., Pauwels, K., Nijs, V. (2008). &#8220;Demand-Based Pricing versus Past-Price Dependence: A Cost\u2013Benefit Analysis&#8221;, <i>Journal of Marketing<\/i>, <i>72<\/i> (2),  15-27<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Naik, P., Schultz, D., Srinivasan, S. (2007). &#8220;Perils of Using OLS to Estimate Multimedia Communications Effects&#8221;, <i>Journal of Advertising Research<\/i>, <i>47<\/i> (3),  257-269<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Nijs, V., Srinivasan, S., Pauwels, K. (2007). &#8220;Retail-Price Drivers and Retailer Profits&#8221;, <i>Marketing Science<\/i>, <i>26<\/i> (4),  473-487<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Pauwels, K., Srinivasan, S., Franses, P. (2007). &#8220;When Do Price Thresholds Matter in Retail Categories?&#8221;, <i>Marketing Science<\/i>, <i>26<\/i> (1),  83-100<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., Pauwels, K., Franses, P. (2007). &#8220;When do non-constant price elasticities matter?&#8221;, <i>Marketing Science<\/i>, <i>26<\/i> (1),  83-100<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Pauwels, K., Silva-Risso, J., Srinivasan, S., Hanssens, D. (2004). &#8220;New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry&#8221;, <i>Journal of Marketing<\/i>, <i>68<\/i> (4),  142-156<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., Pauwels, K., Hanssens, D., Dekimpe, M. (2004). &#8220;Les promotions b\u00e9n\u00e9ficient-elles aux fabricants, aux distributeurs, ou aux deux ?&#8221;, <i>Recherche et Applications en Marketing (French Edition)<\/i>, <i>19<\/i> (3),  73-90<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Pauwels, K., Srinivasan, S. (2004). &#8220;Who Benefits from Store Brand Entry?&#8221;, <i>Marketing Science<\/i>, <i>23<\/i> (3),  364-390<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Srinivasan, S., Pauwels, K., Hanssens, D., Dekimpe, M. (2004). &#8220;Do Promotions Benefit Manufacturers, Retailers, or Both?&#8221;, <i>Management Science<\/i>, <i>50<\/i> (5),  617-629<\/p>\t\t<\/p>\n\t<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":10286,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"bu_is_from_api":true,"buID":"U70664638","lastName":"Srinivasan","firstName":"Shuba","middleName":"","suffixName":"","phone":"617-353-5978","email":"ssrini@bu.edu","pronouns":"","cv":"http:\/\/questromapps.bu.edu\/faculty\/uploadFiles\/cvUploadsProfile\/MK_Srinivasan_Shuba_CV.pdf","website":"https:\/\/www.bu.edu\/questrom\/profile\/shuba-srinivasan\/","office":"661","address":"595 Commonwealth Ave","bio":"<p>Shuba Srinivasan is the Adele and Norman Barron Professor of Management and Professor of Marketing&nbsp;at Boston University&#39;s Questrom School of Business. Srinivasan&#39;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.&nbsp;She was awarded the 2010 Broderick Prize for excellence in research scholarship at Boston University&#39;s Questrom School of Business. Her research has been published in the J<em>ournal of Marketing Research, Marketing Science, Management Science, Journal of Marketing, Harvard Business Review, International Journal of Research in Marketing <\/em>and<em> Journal of Advertising Research<\/em>, 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.<\/p>","position":["Norman and Adele Barron Professor in Marketing"],"education":["PhD, The University of Texas at Dallas , 1995","MBA, Indian Institute of Management, 1988","MS, Indian Institute of Technology, 1986"],"publications":["Fournier, S., Srinivasan, S. (In Press). \"Monitoring Marketing Sources of Brand Reputation Risk\", <i>NIM Marketing Intelligence Review<\/i>, <i>15<\/i> (1),  46-53","Song, Y., Sahoo, N., Srinivasan, S., Dellarocas, C. (In Press). \"Uncovering Characteristic Response Paths of a Population\", <i>Informs Journal on Computing<\/i>","Sahoo, N., Dellarocas, C., Srinivasan, S. (In Press). \"The Impact of Online Product Reviews on Product Returns\", <i>Information Systems Research<\/i>, <i>29<\/i> (3),  723-738","Koschmann, A., Neslin, S., Srinivasan, S., Wolfson, P. (In Press). \"The Size of the Same-Week Promotion Bump-Drivers and Their Implications\", <i>Journal of the Academy of Marketing Science<\/i>","Altenburg, L., Srinivasan, S., Pauwels, K. (In Press). Drivers of Market Power of National Brands Over Store Brands and Implications for Pricing.\"Handbook of Pricing Research - Second edition\", <i>Edward Elgar<\/i>","Song, Y., Sahoo, N., Srinivasan, S., Dellarocas, C. (In Press). \"Uncovering Paths to Purchase of Heterogeneous Consumers Using Clustered Multivariate Autoregression\", <i>SSRN Electronic Journal<\/i>","Valenti, A., Srinivasan, S., Yildirim, G., Pauwels, K. (2024). \"Direct mail to prospects and email to current customers? Modeling and field-testing multichannel marketing\", <i>Journal of the Academy of Marketing Science<\/i>, <i>52<\/i> (3),  815-834","Srinivasan, S., Hanssens, D. (2024). \"The Impact of Advertising On a Company\u2019s Stock Price\", <i>Journal of Advertising Research<\/i> 120-134","Valenti, A., Yildirim, G., Vanhuele, M., Srinivasan, S., Pauwels, K. (2022). \"Advertising\u2019s sequence of effects on consumer mindset and sales: A comparison across brands and product categories\", <i>International Journal of Research in Marketing<\/i>","Srinivasan, S., Ataman, B., Pauwels, K., Vanhuele, M. (2022). \"Raising prices? How advertising strengthens your brand\u2019s pricing power\", <i>WARC<\/i>","Srinivasan, S., Hanssens, D. (2022). \"Marketing and Firm Value\", <i>Now Publishers<\/i>","Srinivasan, S. (2022). Modeling Marketing Dynamics Using Vector Autoregressive (VAR) Model. In Christian, Homburg., Martin, Klarmann., Arnd, Vomberg. (Eds.), \"Handbook of Market Research\", <i>Springer Publication<\/i>","Kurt, D., Pauwels, K., Kurt, A., Srinivasan, S. (2021). \"The asymmetric effect of warranty payments on firm value: The moderating role of advertising, R&amp;D, and industry concentration\", <i>International Journal of Research in Marketing<\/i>, <i>38<\/i> (4),  817-837","Fournier, S., Srinivasan, S., Marrinan, P. (2021). \"Turning Socio-Political Risk to Your Brand\u2019s Advantage\", <i>NIM Marketing Intelligence Review<\/i>, <i>13<\/i> (2),  18-25","Edeling, A., Srinivasan, S., Hanssens, D. (2021). \"The marketing\u2013finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research\", <i>International Journal of Research in Marketing<\/i>","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\", <i>International Journal of Research in Marketing<\/i>, <i>37<\/i> (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\", <i>Journal of the Academy of Marketing Science<\/i>","Han, J., Feit, E., Srinivasan, S. (2020). \"Can negative buzz increase awareness and purchase intent?\", <i>Marketing Letters<\/i>","Fournier, S., Srinivasan, S. (2018). \"The Frontlines of Brand Risk: Interview with Patrick Marrinan\", <i>GfK Marketing Intelligence Review<\/i>, <i>10<\/i> (1),  52-57","Fournier, S., Srinivasan, S. (2018). \"Editorial: Brand Risk\", <i>GfK Marketing Intelligence Review<\/i>, <i>10<\/i> (1),  3-3","Fournier, S., Srinivasan, S. (2018). \"Branding and the Risk Management Imperative\", <i>GfK Marketing Intelligence Review<\/i>, <i>10<\/i> (1),  10-17","Srinivasan, S. (2017). \"Why a Data and Analytics Strategy Today Gives Marketers an Advantage Tomorrow\", <i>Mit Sloan Management Review<\/i>","Hsu, L., Kaufmann, P., Srinivasan, S. (2017). \"How Do Franchise Ownership Structure and Strategic Investment Emphasis Influence Stock Returns and Risks?\", <i>Journal of Retailing<\/i>, <i>93<\/i> (3),  350-368","Hsu, L., Kaufmann, P., Srinivasan, S. (2017). \"How Do Franchise Ownership Structure and Strategic Investment Emphasis Influence Stock Returns and Risks?\", <i>Journal of Retailing<\/i>, <i>93<\/i> (3),  350-368","Pauwels, K., Demirci, C., Yildirim, G., Srinivasan, S. (2016). \"The impact of brand familiarity on online and offline media synergy\", <i>International Journal of Research in Marketing<\/i>, <i>33<\/i> (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\", <i>Journal of the Academy of Marketing Science<\/i>, <i>44<\/i> (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\", <i>Journal of the Academy of Marketing Science<\/i>, <i>44<\/i> (2),  261-280","Srinivasan, S. (2015). \"Mind-Set Metrics: Consumer Attitudes and the Bottom Line\", <i>GfK Marketing Intelligence Review<\/i>, <i>7<\/i> (1),  28-33","Srinivasan, S. (2015). Customer Mindset Metrics and Firm Performance.\"Handbook of Research on Customer Equity in Marketing\", <i>Edward Elgar Publishing<\/i> 306-332","Hanssens, D., Pauwels, K., Srinivasan, S., Vanhuele, M., Yildirim, G. (2014). \"Consumer Attitude Metrics for Guiding Marketing Mix Decisions\", <i>Marketing Science<\/i>, <i>33<\/i> (4),  534-550","Lehmann, D., Srinivasan, S. (2014). \"Assessing Brand Equity Through Add-on Sales\", <i>Customer Needs and Solutions<\/i>, <i>1<\/i> (1),  68-76","van Heerde, H., Srinivasan, S., Dekimpe, M. (2012). \"Sibling Rivalry: Estimating Cannibalization Rates for Innovations\", <i>GfK Marketing Intelligence Review<\/i>, <i>4<\/i> (2),  32-41","Fournier, S., Srinivasan, S. (2012). Branding and Firm Value.\"The Handbook of Marketing and Finance\", <i>Edward Elgar<\/i> 155-203","Rubel, O., Naik, P., Srinivasan, S. (2011). \"Optimal Advertising When Envisioning a Product-Harm Crisis\", <i>Marketing Science<\/i>, <i>30<\/i> (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\", <i>Journal of Marketing<\/i>, <i>75<\/i> (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\", <i>Journal of Marketing<\/i>, <i>75<\/i> (1),  109-124","van Heerde, H., Srinivasan, S., Dekimpe, M. (2010). \"Estimating Cannibalization Rates for Pioneering Innovations\", <i>Marketing Science<\/i>, <i>29<\/i> (6),  1024-1039","Srinivasan, S., Vanhuele, M., Pauwels, K. (2010). \"Mind-Set Metrics in Market Response Models: An Integrative Approach\", <i>Journal of Marketing Research<\/i>, <i>47<\/i> (4),  672-684","Srinivasan, S., Hanssens, D. (2009). \"Marketing et valeur de l'entreprise: mesures, m\u00e9thodes, r\u00e9sultats et voies futures de recherche\", <i>Recherche et Applications en Marketing (French Edition)<\/i>, <i>24<\/i> (4),  97-130","Srinivasan, S., Hanssens, D. (2009). \"Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions\", <i>Journal of Marketing Research<\/i>, <i>46<\/i> (3),  293-312","Srinivasan, S., Hanssens, D. (2009). \"Marketing and Firm Value: Perspectives and Conclusions\", <i>Journal of Marketing Research<\/i>, <i>46<\/i> (3),  327-329"," (2009). \"Commentaries and Rejoinder to \u201cMarketing and Firm Value: Metrics, Methods, Findings, and Future Directions\u201d: Linking Marketing Actions to Value Creation and Firm Value: Insights from Accounting Research\", <i>Journal of Marketing Research<\/i>, <i>46<\/i> (3),  313-329","Srinivasan, S., Pauwels, K., Silva-Risso, J., Hanssens, D. (2009). \"Product Innovations, Advertising, and Stock Returns\", <i>Journal of Marketing<\/i>, <i>73<\/i> (1),  24-43","Srinivasan, S., Pauwels, K., Silva-Risso, J., Hanssens, D. (2009). \"Product Innovation, Advertising Spending and Stock Market Returns\", <i>Journal of Marketing<\/i>, <i>73<\/i> (1),  24-43","Erevelles, S., Stevenson, T., Srinivasan, S., Fukawa, N. (2008). \"An analysis of B2B ingredient co-branding relationships\", <i>Industrial Marketing Management<\/i>, <i>37<\/i> (8),  940-952","Srinivasan, S., Pauwels, K., Nijs, V. (2008). \"Demand-Based Pricing versus Past-Price Dependence: A Cost\u2013Benefit Analysis\", <i>Journal of Marketing<\/i>, <i>72<\/i> (2),  15-27","Naik, P., Schultz, D., Srinivasan, S. (2007). \"Perils of Using OLS to Estimate Multimedia Communications Effects\", <i>Journal of Advertising Research<\/i>, <i>47<\/i> (3),  257-269","Nijs, V., Srinivasan, S., Pauwels, K. (2007). \"Retail-Price Drivers and Retailer Profits\", <i>Marketing Science<\/i>, <i>26<\/i> (4),  473-487","Pauwels, K., Srinivasan, S., Franses, P. (2007). \"When Do Price Thresholds Matter in Retail Categories?\", <i>Marketing Science<\/i>, <i>26<\/i> (1),  83-100","Srinivasan, S., Pauwels, K., Franses, P. (2007). \"When do non-constant price elasticities matter?\", <i>Marketing Science<\/i>, <i>26<\/i> (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\", <i>Journal of Marketing<\/i>, <i>68<\/i> (4),  142-156","Srinivasan, S., Pauwels, K., Hanssens, D., Dekimpe, M. (2004). \"Les promotions b\u00e9n\u00e9ficient-elles aux fabricants, aux distributeurs, ou aux deux ?\", <i>Recherche et Applications en Marketing (French Edition)<\/i>, <i>19<\/i> (3),  73-90","Pauwels, K., Srinivasan, S. (2004). \"Who Benefits from Store Brand Entry?\", <i>Marketing Science<\/i>, <i>23<\/i> (3),  364-390","Srinivasan, S., Pauwels, K., Hanssens, D., Dekimpe, M. (2004). \"Do Promotions Benefit Manufacturers, Retailers, or Both?\", <i>Management Science<\/i>, <i>50<\/i> (5),  617-629"],"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"],"awards_honors":["2025, Journal of Advertising Research Best Paper Award, Advertising Research Foundation","2022, IMAP Award, Boston University","2021, INFORMS Service Award, Marketing Science Editorial Board, January 2022, INFORMS","2021, Swiss Academy of Marketing Science Rigor and Relevance Research Award, Swiss Academy of Sciences","2021, Finalist, Journal of the Academy of Marketing Science Best Paper Award, Journal of the Academy of Marketing Science"]},"ambassador-type":[],"career-interest":[],"citizenship":[],"club-organization":[],"current-country":[],"current-industry":[],"region":[],"state":[],"undergraduate-major":[],"profile_types":[],"faculty-departments":[1173],"staff-departments":[],"phd-student-departments":[],"programs":[],"directory-types":[35],"class_list":["post-10285","profiles","type-profiles","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - 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