I am an expert in evaluating the effectiveness of firms' marketing spending --a core responsibility of marketing managers. My research spans three main areas: assessing the causal effects of marketing mix spending; investigating how marketing mix decisions and effectiveness vary across institutional settings; and examining the properties of optimal marketing budgeting and allocation policies. My substantive areas of interest include media, digital and business-to-business markets.
- Zhou, C., Sridhar, S., Becerril-Arreola, R., Cui, T. H., & Dong, Y. (2019). Promotions as competitive reactions to recalls and their consequences. Journal of the Academy of Marketing Science: Official Publication of the Academy of Marketing Science. 47(4), 702-722.
- Pattabhiramaiah, A., Sriram, S., & Sridhar, S. (2018). Rising Prices Under Declining Preferences: The Case of the US Print Newspaper Industry. MARKETING SCIENCE. 37(1), 97-122.
- Kanuri, V. K., Chen, Y., & Sridhar, S. H. (2018). Scheduling Content on Social Media: Theory, Evidence, and Application. Journal of Marketing. 82(6), 89-108.
- Lam, S. K., Sleep, S., Hennig-Thurau, T., Sridhar, S., & Saboo, A. R. (2017). Leveraging Frontline Employees' Small Data and Firm-Level Big Data in Frontline Management: An Absorptive Capacity Perspective. JOURNAL OF SERVICE RESEARCH. 20(1), 12-28.
- Sridhar, S., Naik, P. A., & Kelkar, A. (2017). Metrics unreliability and marketing overspending. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING. 34(4), 761-779.