Dr. Sriram received his Ph.D. from Purdue University (2004) and B.Tech from Indian Institute of Technology (1995).
Prof. Sriram’s research interests are in the area of brand and product portfolio management, strategies for multi-sided platforms, interface of healthcare policy and Marketing, and online education. In these areas, he has studied problems such as measuring and tracking brand equity, optimal allocation of resources to maintain long-term brand profitability, cannibalization, pricing in two-sided markets and various healthcare policy issues. His research uses state of the art methods from econometrics, statistics, and the machine learning literature.
Nikolaeva, Ralitza, Manohar Kalwani, William Robinson, and S Sriram (2009), “Survival Determinants for Online Retailers,” Review of Marketing Science.
Sriram, S., and Pradeep Chintagunta (2009), “Learning Models,” Review of Marketing Research, Vol. 6 (Invited Manuscript).
Sriram, S. and Vrinda Kadiyali (2009), “Channel Responses to Brand Introductions: An Empirical Investigation,” International Journal of Research in Marketing, Vol. 26, 4, 345‐355.
Sriram, S., Pradeep Chintagunta, and Manoj Agarwal (2010) “Investigating Consumer Purchase Behavior in Related Technology Product Categories,” Marketing Science Vol. 29, 2, 291‐314.
Kumar, V., S Sriram, Anita Luo, and Pradeep Chintagunta (2011), “Assessing the Effect of Marketing Investments in a Business Marketing Context,” Marketing Science Vol. 30, 5, 924‐940.
Pancras, Joseph, S Sriram, and V Kumar (2012), “Empirical Investigation of Retail Expansion and Cannibalization in a Dynamic Environment,” Management Science, Vol. 58, No., 11, 2001-2018.
Sriram, S., Pradeep Chintagunta, and Puneet Manchanda (2015), “Service Quality Variability and Termination Behavior,” Management Science, 51(11), 2739-2758.
Sridhar, Shrihari and S. Sriram (2015), “Is Online Newspaper Advertising Cannibalizing Print Advertising?” Quantitative Marketing and Economics, 13(4), 283-318.
Pattabhiramiah, Adithya, S. Sriram, and Shrihari Sridhar (2018) “Rising Prices under Declining Preferences: The Case of the U.S. Print Newspaper Industry,” Marketing Science.