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Raji Srinivasan

Sam Barshop Centennial Professor of Marketing Administration

Department:     Marketing

Industry Areas:     Franchising, High Technology

Research Areas:     Marketing Metrics, Organizational Innovation

Raji Srinivasan

Raji Srinivasan is a professor in the Department of Marketing and a Spurgeon Bell Centennial Fellow. She received her Ph.D. from Pennsylvania State University. Dr. Srinivasan’s expertise centers on organizational innovation and marketing metrics, including such topics as new product development, market entry and exit strategies, and the financial performance of firms.



Professional Awards

Recipient, Marketing Strategy SIG, AMA, Varadarajan Award for Early Career Contributions to Marketing Strategy Research



Inaugural Recipient, American Marketing Association's Erin Anderson Award, Emerging Female Marketing Scholar & Mentor



Recipient, Marketing Science Institute's Young Scholar



IJRM Best Paper Award, with G.L. Lilien and A. Rangaswamy



CBA Foundation Research Excellence Award for Assistant Professors by the Red McCombs School of Business, Spring



Teaching Awards

MBA Elective Faculty Honor Roll, 2002


Inma J. Jeffrey, Robert J. Meye, David A. Schweidel, and Raji Srinivasan. Mar 2024. Do Great Powers Come with Great Responsibility?  Opportunities and Tension of New Technologies in Marketing. International Journal of Research in Marketing 41(1): 18-23.

Raji Srinivasan, and Verdiana Giannetii. 2022. Corporate Lobbying and Product Recalls: An Investigation in the U.S. Medical Device Industry. Journal of the Academy of Marketing Sciences 50(5): 941-960.

Clifford Shultz, Janet Hoek, Leonard Lee, Wai Yan Leong, Raji Srinivasan, Madhu Viswanathan, and Klaus Wertenbroch. JPP&M's Global Perspective and Impact: An Agenda for Research on Marketing and Public Policy. Journal of Public Policy and Marketing.


Gopal Das, Shailendra Pratap Jain, Durairaj Maheswaran, Rebecca J. Slotegraaf, and Raji Srinivasan. 2021. Pandemics and Marketing: Insights, Impacts, and Research Opportunities. Journal of the Academy of Marketing Science, 49(5): 835-854.


Raji Srinivasan. 2021. Catalyst Commentary: Will Haste Make Waste? A Counter-point to the Benefits of Accelerating Innovations. Journal of Product Innovation Management 38(2), 242-244.


Verdiana Giannetti and Raji Srinivasan. 2021. The Cloud and its Silver Lining: Negative and Positive Spillovers from Automotive Recalls. Marketing Letters 32(4), 397-409.


Nicholas Crain, Robert Parrino, and Raji Srinivasan. 2021. Uncertainty, Prospectus Content, and the Pricing of Initial Public Offerings. Journal of Empirical Finance 64, 160-182.


Raji Srinivasan and Gülen Sarial-Abi. 2021. When Algorithms Fail: Consumers’ Responses to Brand Harm Crises Caused by Algorithm Errors. Journal of Marketing 85(5), 74-91.


Nandini Ramani and Raji Srinivasan. 2019. Effects of Liberalization on Incumbent Firms' Marketing-Mix Responses and Performance: Evidence from a Quasi-Experiment. Journal of Marketing 83(5), 97-114.


Raji Srinivasan and Nailya Ordabayeva. 2019. The Effect of Salience of the Sound of Food on Consumption. Appetite 138(1), 260-268.


Raji Srinivasan and Nandini Ramani. 2019. With Power Comes Responsibility: How Powerful Marketing Departments Can Help Prevent Myopic Management. Journal of Marketing 83(3), 108-125.


Raji Srinivasan, Stefan Wuyts, and Girish Mallapragada. 2018. Corporate Board Interlocks and New Product Introductions. Journal of Marketing82(1), 132-150.


Deepa Chandrasekaran, Raji Srinivasan, and Debika Sihi. 2018. Effects of Offline Ad Content on Online Brand Search: Insights from Super Bowl Advertising. Journal of the Academy of Marketing Science 46(3), 403-430.


Girish Mallapragada and Raji Srinivasan. 2017. Innovativeness as an Unintended Outcome of Franchising: Insights from Restaurant Chains. Decision Sciences 48(6), 1164-1197.


Rafael Becerril-Arreola, Chen Zhou, Raji Srinivasan, and Daniel Seldin. 2017. Service Satisfaction–Market Share Relationships in Partnered Hybrid Offerings. Journal of Marketing 81(5), 86-103.


Leigh M. McAlister, Raji Srinivasan, Niket Jindal, and Albert A. Cannella. 2016. Advertising Effectiveness: The Moderating Effect of Firm Strategy. Journal of Marketing Research 53(2), 207-224.


Nita Umashankar, Raji Srinivasan, and Jeffrey R. Parker. 2016. Cross-Buying After Product Failure Recovery? Depends on How You Feel About It. Journal of Marketing Theory and Practice 24(1), 1-22.


Shrihari Sridhar, Sriram Narayanan, and Raji Srinivasan. 2014. Dynamic Relationships Among R&D, Advertising, Inventory and Firm Performance. Journal of the Academy of Marketing Science 42(3), 277-290.


Nita Umashankar and Raji Srinivasan. 2013. Designing Social Interventions to Improve Newcomer Adjustment: Insights from the Indian Sex Worker Community. Journal of Public Policy and Marketing 32(2), 271-285.


Raji Srinivasan, Shrihari Sridhar, Sriram Narayanan, and Debika Sihi. 2013. Effects of Opening and Closing Stores of Chain Retailer Performance. Journal of Retailing 89(2), 126-139.


Xiaoyan Deng and Raji Srinivasan. 2013. When Do Transparent Packages Increase (or Decrease) Food Consumption? Journal of Marketing77(4), 104-117.


Raji Srinivasan. 2012. Marketing Metrics for Business-to-Business Firms, in Business-to-Business Handbook,


Shrihari Sridhar and Raji Srinivasan. 2012. Social Influence Effects in Online Product Ratings. Journal of Marketing 76(5), 70-88.


Raji Srinivasan, Gary L. Lilien, Arvind Rangaswamy, Gina M. Pingitore, and Daniel Seldin. 2012. The Total Product Design Concept and an Application to the Auto Market. Journal of Product Innovation Management 29(Suppl), 3-20.


Nita Umashankar, Raji Srinivasan, and Dustin Hindman. 2011. Developing Customer Service Innovations for Service Employees: The Effects of NSD Characteristics on Internal Innovation Magnitude. Journal of Service Research 14(2), 164-179.


Raji Srinivasan, Gary L. Lilien, and Shrihari Sridhar. 2011. Should Firms Spend More on Research and Development and Advertising During Recessions? Journal of Marketing 75(3), 49-65.


Gary Lilien, Rajdeep Grewal, Douglas Bowman, Min Ding, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, Raji Srinivasan, and Qiong Wang. 2010. Calculating, creating and claiming value in business markets: Status and research agenda. Marketing Letters 21(3), 287-299.


Rajan Varadarajan, Raji Srinivasan, Gautham Vadakkepatt, Manjit Yadav, Paul Pavlou, Sandeep Krishnamurthy, and Tom Krause. 2010. Interactive Technologies and Retailing Strategy: A Review, Conceptual Framework and Future Research Directions. Journal of Interactive Marketing 24(2), 96-110.


Raji Srinivasan. 2008. Sources, characteristics and effects of emerging technologies: Research opportunities in innovation. Industrial Marketing Management 37, 633-640.


Raji Srinivasan, Gary L. Lilien, and Arvind Rangaswamy. 2008. Survival of high tech firms: The effects of diversity of product–market portfolios, patents, and trademarks. International Journal of Research in Marketing 25, 119-128.


Leigh M. McAlister, Raji Srinivasan, and Kim, Min Chung. 2007. Advertising, Research and Development, and Systematic Risk of the Firm. Journal of Marketing 71, 35-48.


Raji Srinivasan, Pamela R. Haunschild, and R. Grewal. 2007. Vicarious Learning from New Product Introductions in Converging Markets. Management Science 53, 16-28.


Lilien, Gary L., Rangaswamy, Arvind, and Raji Srinivasan. 2006. Dominant design arises based on product traits. Marketing News 40, 46-48.


Raji Srinivasan. 2006. Dual Distribution and Intangible Firm Value: Franchising in Restaurant Chains. Journal of Marketing 70(3), 120-135.


Raji Srinivasan and Thomas Bush. 2006. Supplier performance in vertical alliances: The effects of self-enforcing agreements and enforceable contracts. Organization Science 17(4), 436-452.


Raji Srinivasan and Lilien, Gary L. 2006. The Emergence of Dominant Designs. Journal of Marketing 70, 1-17.


Raji Srinivasan and Moorman, Christine. 2005. Strategic Firm Commitments and Rewards for Customer Relationship Management in Online Retailing. Journal of Marketing 69, 193-200.


Raji Srinivasan, Arvind Rangaswamy, and Gary L. Lilien. 2005. Turning Adversity into Advantage: Does Proactive Marketing During a Recession Pay Off?. International Journal of Research in Marketing 22, 109-125.


Raji Srinivasan and S. Bharadwaj. 2004. Event Studies in Marketing, in Methods for Marketing Strategy, Don Lehmann and Christine Moorman, eds. Cambridge, MA: Marketing Science Institute.


Raji Srinivasan, Gary L. Lilien, and Arvind Rangaswamy. 2004. First in, First Out? Network Externalities and Pioneer Survival. Journal of Marketing 68, 41-57.


Raji Srinivasan, Gary L. Lilien, and Arvind Rangaswamy. 2002. Technological Opportunism on Radical Technology Adoption: An Application to E-business. Journal of Marketing 66, 47-60.


Vijay Mahajan, Raji Srinivasan, and Yoram Wind. 2002. The Dot-Com Retail Failures of 2000: Were There Any Winners?. Journal of the Academy of Marketing Science 30, 474-486.