Seenu Srinivasan

Clinical Faculty
Graduate School of Business, Stanford University, USA

Area of Expertise: Marketing

Professor V. “Seenu” Srinivasan received his bachelor’s degree in mechanical engineering from the Indian Institute of Technology, Madras (Chennai), and was the gold medalist in his graduating class. He worked for two years as a production-planning engineer at Larsen and Toubro, Mumbai prior to joining Carnegie-Mellon University where he received his MS and PhD in industrial administration. He is currently the Adams Distinguished Professor of Management, Emeritus at the Stanford Graduate School of Business (GSB). He was formerly the director of the Stanford GSB PhD Program, chair of the marketing area, and the faculty director of its Strategic Marketing Management program in Executive Education.

Professor Srinivasan’s early research and publications were in the field of Operations Research, specifically the parametric programming of transportation problem and its applications.  His primary research interest in marketing is in the measurement of customer preference structures (conjoint analysis) and its role in product and service planning and pricing. The name “Conjoint Analysis” was coined by him and the late Prof. Paul Green in a research paper in 1978. He has also contributed to other market research areas such as salesforce compensation plans, measurement of brand equity, and market structuring. At the Stanford MBA program, he taught the accelerated core course in Data and Decisions and an elective course in Customer-Focused Product Marketing. Professor Srinivasan has been a consultant to several companies and has won best-teacher awards. He was an associate editor of Marketing Science, Journal of Marketing Research, and Management Science. He received the Parlin Award for outstanding contributions to marketing research, the Churchill Award for lifetime achievement in marketing research, the Converse Award for outstanding contributions to the development of the science of marketing, and the Buck Weaver Award for lifetime contributions to the advancement of theory and practice in marketing science.  He has received ten best research paper of the year awards including three John Little Awards and two O’Dell Awards. Professor Srinivasan is a fellow of the American Marketing Association, a fellow of the Institute for Operations Research and the Management Sciences (INFORMS), and a fellow of the INFORMS Society for Marketing Science (ISMS). The American Marketing Association has established the “Srinivasan Young Scholar Award in Quantitative Marketing” awarded annually at its summer conference.

PhD, Carnegie Mellon Univ., 1971; MS, Carnegie Mellon Univ., 1970; BTech, Indian Institute of Technology, Madras (Chennai), 1966.

List of Publications

• Adaptive Self-Explication of Multiattribute Preferences: Journal of Marketing Research, 2011
• A Conjoint-Hazard Model of the Timing of Buyers' Upgrading to Improved Versions of HighTechnology Products: Journal of Product Innovation Management, 2009
• A Hidden Markov Model of Customer Relationship Dynamics: Marketing Science, 2008
• An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources: Marketing Science, 2005
• How Much Does the Market Value an improvement in a Product Attribute?: Marketing Science, 2002
• Integrated Product Design for Marketability and Manufacturing: Journal of Marketing Research, 1997
• Quota-Based Compensation Plans for Multi-Territory Heterogenous Salesforce: Management Science, 1996
• Alternative Models for Capturing the Compromise Effect: Journal of Marketing Research, 2004
• Linear Programming Techniques for Multidimensional Analysis of Preferences: Psychometrika, 1973
• A Consumer-Based Methodology for the Identification of New Product Ideas: Management Science, 1974
• A Consumer Preference Approach to the Planning of Rural Primary Health Care Facilities: Operations Research, 1976
• Conjoint Analysis in Consumer Research: Issues and Outlook: Journal of Consumer Research, 1978
• Multi-Attribute Approaches for Product Concept Evaluation and Generation; A Critical Review: Journal of Marketing Research, 1979
• STRATPORT: A Model for the Evaluation and Formulation of Business Portfolio Strategies: Management Science, 1982
• Salesforce Compensation Plans: An Agency Theoretic Perspective: Marketing Science, 1985
• A Simultaneous Approach to Market Segmentation and Market Structuring: Journal of Marketing Research, 1987
• Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice: Journal of Marketing, 1990
• A Survey-Based method for Measuring and Understanding Brand Equity and its Extendibility: Journal of Marketing Research, 1994
• Surprising Robustness of Self-Explicated Approach to Customer Preference Structure Measurement: Journal of Marketing Research, 1997
• A Relationship Between Market Share Elasticities and Brand Switching Probabilities: Journal of Marketing Research, 1998
• Asymmetric and Neighborhood Price Effects: Some Empirical Generalizations: Marketing Science, 1999
• The Predictive Power of Internet-Based Product Concept Testing Using Visual Depiction and Animation: Journal of Product Innovation Management, 2000
• Estimation Techniques for Macro Diffusion Models: New Product Diffusion Models, 2000
• Predictive Validation of Multiatribute Choice Models, 1999/,2000: Marketing Research, 2000

Awards and Recognitions

• Winner of the first prize for the best article in the special issue of Operations Research on Health Care (October 1976)
• Winner of the O'Dell Award for the best article published in the Journal of Marketing Research, 1979
• Winner of the John Little Award for the best marketing article published in Marketing Science/Management Science, 1985
• Winner of the O’Dell Award for the best article published in the Journal of Marketing Research, 1987
• Winner of the Bass Award for an article published in Management Science, 1990
• Winner of the 1996 American Marketing Association Parlin Award for outstanding contributions to marketing research
• Winner of the American Marketing Association Lehmann Award for an article published in Journal of Marketing Research, 1994
• Winner of the 1998 American Marketing Association Churchill Award for lifetime achievement in marketing research
• Winner of the Hardin Award for the best article published in Marketing Research, 2000
• Winner of the 2000 American Marketing Association Converse Award for outstanding contributions to the development of the science of marketing.
• Winner of the Thomas P. Hustad award for the best article published in the Journal of Product Innovation Management, 2000
• Winner of the 2001 Distinguished Alumnus Award from the Indian Institute of Technology, Madras
• Winner of the John Little Award for the best marketing article published in Marketing Science/Management Science, 2002
• Seven doctoral advisees (Basu, Glazer, McAlister, Ofek, Park, Parker, and Raju) have won best-dissertation-based-paper awards.