S Sriram

S Sriram

(734) 647-6413
Room R5442(Primary), R3234(Secondary)
Associate Dean for Graduate Programs
Dwight F. Benton Professor of Marketing
Michael R. and Mary Kay Hallman Faculty Fellow
Education
PhD Purdue University 2004
BTech Indian Institute of Technology 1995
Academic Areas
Marketing
Research
Biography

Sriram’s research interests are in the areas of brand and product portfolio management, monetizing content, and healthcare. Substantively, his research has spanned several industries including consumer packaged goods, technology products and services, retailing, news media, user-generated content, online education platforms, and the interface of healthcare and marketing. Sriram's research has been published in journals such as Marketing Science, Management Science, Quantitative Marketing and Economics, Journal of Marketing, Journal of Consumer Research, and the International Journal for Research in Marketing. He has presented his research at many national and international venues. He is an associate editor at the Journal of Marketing Research and the Journal of Marketing and serves on the editorial boards of Marketing Science and Quantitative Marketing and Economics. Sriram obtained his Bachelor of Technology degree from the Indian Institute of technology and a Ph.D. in Marketing from Purdue University.

Latest Faculty News & Research
Effects of Payment on User Engagement in Online Courses
Authors
Ali Goli, Pradeep Chintagunta., S. Sriram
Published Date
02/2022
Authors
Ali Goli, Pradeep Chintagunta., S. Sriram
Source
Journal of Marketing Research
Volume
59
Issue
1
Pages
11-34
The Effect of Information Disclosure on Industry Payments to Physicians
Authors
Tong Guo, S. Sriram, and Puneet Manchanda
Published Date
02/2021
Authors
Tong Guo, S. Sriram, and Puneet Manchanda
Source
Journal of Marketing Research
Volume
58
Issue
1
Pages
115-140
Frictions in the Way of Omnichannel Marketing: Remedies and Future Research
Authors
Cui, T., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C., Venkataraman, S.
Published Date
11/2020
Authors
Cui, T., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C., Venkataraman, S.
Source
Journal of Marketing
Volume
85
Issue
2
Pages
103-120
Paywalls: Monetizing Online Content
Authors
Pattabhiramiah, Adithya, S. Sriram, and Puneet Manchanda
Published Date
2019
Authors
Pattabhiramiah, Adithya, S. Sriram, and Puneet Manchanda
Source
Journal of Marketing
Volume
83
Issue
2
Pages
19-36
Rising Prices under Declining Preferences: The Case of the U.S. Print Newspaper Industry
Authors
Pattabhiramiah, Adithya, S. Sriram, and Shrihari Sridhar
Published Date
2018
Authors
Pattabhiramiah, Adithya, S. Sriram, and Shrihari Sridhar
Source
Marketing Science
Volume
37
Issue
1
Pages
97-122
Is Online Newspaper Advertising Cannibalizing Print Advertising?
Authors
Sridhar, Shrihari and S. Sriram
Published Date
2015
Authors
Sridhar, Shrihari and S. Sriram
Source
Quantitative Marketing and Economics
Volume
13
Issue
4
Pages
283-318
Service Quality Variability and Termination Behavior
Authors
Sriram, S., Pradeep Chintagunta, and Puneet Manchanda
Published Date
2015
Authors
Sriram, S., Pradeep Chintagunta, and Puneet Manchanda
Source
Management Science
Volume
51
Issue
11
Pages
2739-2759
Empirical Investigation of Retail Expansion and Cannibalization in a Dynamic Environment
Authors
Pancras, Joseph, S. Sriram, and V Kumar
Published Date
2012
Authors
Pancras, Joseph, S. Sriram, and V Kumar
Source
Management Science
Volume
58
Issue
11
Pages
2001-2018
Assessing the Effect of Marketing Investments in a Business Marketing Context
Authors
Kumar, V., S. Sriram, Anita Luo, and Pradeep Chintagunta
Published Date
2011
Authors
Kumar, V., S. Sriram, Anita Luo, and Pradeep Chintagunta
Source
Marketing Science
Volume
30
Issue
5
Pages
924-940
Investigating Consumer Purchase Behavior in Related Technology Product Categories
Authors
S. Sriram, Pradeep Chintagunta, and Manoj Agarwal
Published Date
2010
Authors
S. Sriram, Pradeep Chintagunta, and Manoj Agarwal
Source
Marketing Science
Volume
29
Issue
2
Pages
291-314
Channel responses to Brand Introductions: An Empirical Investigation
Authors
S. Sriram, Vrinda Kadiyali
Published Date
2009
Authors
S. Sriram, Vrinda Kadiyali
Source
International Journal of Research in Marketing
Volume
26
Issue
4
Pages
345-355
Learning Models
Authors
Srinivasaraghavan Sriram, Pradeep Chintagunta
Published Date
2009
Authors
Srinivasaraghavan Sriram, Pradeep Chintagunta
Source
Review of Marketing Research
Volume
6
Issue
0
Pages
63-83
Understanding the Simultaneous Effects of Category Fit and Order of Entry on Consumer Perceptions of Brand Extensions
Authors
Oakley, Jim, Adam Duhachek, S. Balachander, and S. Sriram
Published Date
2008
Authors
Oakley, Jim, Adam Duhachek, S. Balachander, and S. Sriram
Source
Journal of Consumer Research
Volume
34
Issue
5
Pages
706-712
Monitoring the Dynamics of Brand Equity Using Store-Level Data
Authors
Sriram, S., S. Balachander, and Manohar Kalwani
Published Date
2007
Authors
Sriram, S., S. Balachander, and Manohar Kalwani
Source
Journal of Marketing
Volume
71
Issue
2
Pages
61-78
Optimal Advertising and Promotion Budgets in Dynamic Markets with Brand Equity as the Mediating Variable
Authors
Sriram, S. and Kalwani, M.U.
Published Date
01/2007
Authors
Sriram, S. and Kalwani, M.U.
Source
Management Science
Volume
53
Issue
1
Pages
46-60
Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets
Authors
Sriram, S., Chintagunta, P., and Neelamegham, R.
Published Date
2006
Authors
Sriram, S., Chintagunta, P., and Neelamegham, R.
Source
Marketing Science
Volume
25
Issue
5
Pages
440-456
Dissertation - Candidacy
Marketing Management
New Product and Innovation Management
New Product and Innovation Management
Special Topics in Marketing (Quantitative)