SHRIHARI (HARI) SRIDHAR

Joe Foster’ 56 Chair in Business Leadership | Professor of Marketing | Presidential Impact Fellow | Chancellor’s EDGES Fellow | Research Director, Reynolds and Reynolds Sales Leadership Institute

Contact

Office: (979) 845 3002
Email: ssridhar@mays.tamu.edu
Office Address: 201CA, Wehner Building, Mays Business School Texas A&M University, College Station, TX

  • Shaik, Muzeeb, Narendra Bosukonda, Shrihari Sridhar and Vikas Mittal, “Price Sensitivity and Customer Perceived Switching Costs in Business-to-Business Markets: Joint Effect on Customer Repurchase Intentions (2022),” forthcoming, Service Management and Review.
  • Singal, Amit, Yixing Chen, Shrihari Sridhar, Vikas Mittal, Caitlin Murphy, Akbar K. Waljee, Muzeeb Shaik, Jasmin Toro (2021), “Novel Application of Predictive Modeling: Identifying Patients for a Tailored Approach to Promoting HCC Surveillance in Patients with Cirrhosis,” forthcoming, Clinical Gastroenterology and Hepatology.
  • Mittal, Vikas, Kyuhong Han, Ju-Yeon Lee, and Shrihari Sridhar (2021), “Improving Business-to-Business Customer Satisfaction Programs: Assessment of Asymmetry, Heterogeneity, and Financial Impact,” Journal of Marketing Research, 58(4), 615-643. PDF
  • Chen, Yixing, Shrihari Sridhar, and Vikas Mittal (2021), “Treatment Effect Heterogeneity in Randomized Field Experiments: A Methodological Comparison and Public Policy Implications”, Journal of Public Policy and Marketing, 40(4) 457–462. PDF
  • Shi Huanhuan, Rajdeep Grewal, and Shrihari Sridhar (2021), “Organizational Herding in Advertising Spending Disclosures: Evidence and Mechanisms,” Journal of Marketing Research, 58(3), 515-538. PDF
  • Chen, Yixing, Vikas Mittal, and Shrihari Sridhar (2021), “Investigating the Academic Performance and Disciplinary Consequences of School District Internet Access Spending”, Journal of Marketing Research, 58(1), 141-162. PDF
  • Grewal, Rajdeep and Shrihari Sridhar (2021), “Toward Formalizing Social Influence Structures in Business-to-Business Customer Journeys,” Journal of Marketing (invited commentary), 85(1), 98-102.  PDF
  • Mittal, Vikas, Shrihari Sridhar, Roger Best (2021), “To Cut Costs, Know Your Customer,” MIT Sloan Management Review, 62 (1), 11-13. PDF
  • Mittal, Vikas and Shrihari Sridhar (2020), “Customer-based Strategy and Execution in Business-to-Business Firms: Enhancing the Relevance & Utilization of B2B Scholarship in the C-Suite,” Industrial Marketing Management, 88(July), 396-409. PDF
  • Mangus, Stephanie, Eli Jones, Judith Folse, and Shrihari Sridhar (2020), “The Interplay between Business and Personal Trust on Relationship Performance in Conditions of Market Turbulence,” Journal of the Academy of Marketing Science, 48 (6), 1138-1155. PDF
  • Chen, Yixing, Ju-Yeon Lee, Shrihari Sridhar, Vikas Mittal, Amit Singal and Katherine McCallister (2020), “Improving Cancer Outreach Effectiveness Through Targeting and Economic Assessments: Insights from a Randomized Field Experiment,” Journal of Marketing, 84(3), 1-27. PDF
    • Finalist, 2020 AMA/Marketing Science Institute/H. Paul Root Award.
    • Featured in JM Webinar: Click here for Link
  • Sridhar, Shrihari, and Eric Fang (2019), “New Vistas for Marketing Strategy: Digital, Data-rich and Developing (D3) Markets,” Journal of the Academy of Marketing Science, 47, 977-985. PDF
  • Zou Chen, Shrihari Sridhar, Rafael Becerril, Yan Dong Aroola, and Tony Cui (2019), “Promotions as Competitive Reactions to a Recall Crisis and Their Consequences,” forthcoming, Journal of the Academy of Marketing Science. PDF
  • Kanuri, Vamsi, Shrihari Sridhar, and Yixing Chen (2018) “A Study Shows the Best Times of Day to Post to Social Media,” Harvard Business Review, September 12 2018. Click here for link | PDF
  • Kanuri, Vamsi, Yixing Chen, and Shrihari Sridhar (2018), “Scheduling Content on Social Media: Model, Evidence and Application,” Journal of Marketing, 82(6), 89-108. PDF
    • Finalist, 2018 Marketing Science Institute/H. Paul Root Award.
    • Featured in Baylor.edu
  • Vikas Mittal, Ashwin Malshe and Shrihari Sridhar (2018), “The Unequal Effects of Partisanships on Brands”, Harvard Business Review (print and online), [available here]
  • Pattabhiramaiah, Adithya, S. Sriram and Shrihari Sridhar (2017), “Rising Prices under Declining Preferences: The case of the U.S. Print Newspaper Industry,” Marketing Science, 37(1), 97-122. PDF
  • Sridhar, Shrihari, Prasad A. Naik and Ajay Kelkar (2017), “Metrics Unreliability and Marketing Spending ,” International Journal of Research in Marketing, 34(4), 761-779. PDF
  • Gill, Manpreet, Shrihari Sridhar, Rajdeep Grewal (2017), “Return on Engagement Initiatives (RoEI): A Study of a Business-to-Business Mobile App,” Journal of Marketing, 81(4), 45-66. PDF
    • Finalist, 2017 Marketing Science Institute/H. Paul Root Award.
  • Shi, Huanhuan, Shrihari Sridhar, Rajdeep Grewal and Gary Lilien (2017), “Salesperson Replacement Strategies in Business-to-Business Markets,” Journal of Marketing, 81(2), 25-44. PDF
    • Best Sales Track Paper, and Best Overall Paper, 2015 Summer AMA Conference.
  • Lee, Ju-Yeon, Shrihari Sridhar and Robert Palmatier (2017), “The Effect of Firms’ Structural Designs on Advertising and Personal Selling Returns,” International Journal of Research in Marketing, 34(1), 173-193. PDF
  • Lam, Son K., Stefan Sleep, Thorsten Hennig-Thurau, Shrihari Sridhar, and Alok Saboo (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. PDF
  • Sridhar, Shrihari, Frank Germann, Charles Kang and Rajdeep Grewal (2016), “Relating Online, Regional, and National Advertising to Firm Value,” Journal of Marketing, 80(4), 39-55. MSI “Journal Selection”, April 2017. PDF
  • Gopalakrishna, Srinath, Jason Garrett, Murali K. Mantrala and Shrihari Sridhar (2016), “Assessing Sales Contest Effectiveness: The Role of Salesperson and Sales District Characteristics,” Marketing Letters, 27(3), 589-602. PDF
  • Sridhar, Shrihari and S. Sriram (2015), “Is Online Newspaper Advertising Cannibalizing Print Advertising?” Quantitative Marketing and Economics, 13(4), 283-318. PDF
  • Sridhar, Shrihari, Clay Voorhees and Srinath Gopalakrishna (2015), “Assessing the Drivers of Short and Long-term Outcomes at Business Trade Shows,” Customer Needs and Solutions, 2(3), 222-229. PDF
  • Grewal, Rajdeep, Gary L. Lilien, Sundar Bharadwaj, Pranav Jindal, Ujwal Kayande, Robert F. Lusch, Murali Mantrala, Robert W. Palmatier, Aric Rindfleisch, Lisa K. Scheer, Robert Spekman, and Shrihari Sridhar, (2015), “Business-to-Business Buying: Challenges and Opportunities,” Customer Needs and Solutions, 2(3), 193-208. PDF
  • Lee, Ju-Yeon, Shrihari Sridhar, and Robert W. Palmatier, (2015) “Customer-Centric Org Charts Aren’t Right for Every Company,” Harvard Business Review, (print and online), [available here].
    • A version of this article appeared in the July–August 2015 issue of Harvard Business Review, “Customer Centricity: First, the Pain,” 22. MSI “Journal Selection”, November 2015
  • Lee, Ju-Yeon, Shrihari Sridhar, Conor Henderson, and Robert Palmatier (2015), “Effect of Customer-Centric Structures on Long-Term Financial Performance,” Marketing Science, 34(2), 250-268. PDF
    • Reprinted as MSI Report (and recognized as Top Ten MSI Report in 2012)
  • Sridhar, Shrihari, Murali Mantrala and Prasad Naik (2014), “Efficiency Analysis of Marketing Organizations with Inter-connected Departments,” Customer Needs and Solutions, 1(2), 154-167. PDF
  • Sridhar, Shrihari, 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. PDF
  • Srinivasan, Raji, Shrihari Sridhar, Sriram Narayanan and Debika Sihi (2013), “Effects of Opening and Closing Stores on Chain Retailer Performance,” Journal of Retailing, 89(2), 126-139. PDF
    • Runner Up, Davidson Award, Journal of Retailing.
    • Featured in NPR Marketplace (January 19, 2015), Strategy+Business- Booz&co (June 2013), and Fox News (March 2013).
  • Sridhar, Shrihari and Raji Srinivasan (2012), “Social Influence Effects in Online Product Ratings,” Journal of Marketing, 76(5), 70-88. PDF
  • Mantrala, Murali K., Shrihari Sridhar and Xiaodan Dong (2012), “Developing India-Centric B2B Sales Theory: An Inductive Approach Using Sales Job Ads,” Journal of Business and Industrial Marketing, 27(3), 169-175. PDF
  • Raman, Kalyan, Murali K. Mantrala, Shrihari Sridhar and Yihui Tang (2012), “Optimal Resource Allocation with Time-Varying Marketing Effectiveness, Margins and Costs,” Journal of Interactive Marketing, 26(1), 43-52 (authors listed alphabetically). PDF
    • Best Paper Award, Journal of Interactive Marketing.
  • Sridhar, Shrihari, Murali K. Mantrala, Prasad A. Naik and Esther Thorson (2011), “Dynamic Marketing Budgeting for Platform Firms: Theory, Evidence and Application,” Journal of Marketing Research, 48(6), 929-943.  (Lead Article). PDF
    • Reprinted as MSI Report, recognized as “Top Five MSI Reports Downloaded” 2010.
  • Tang Yihui, Shrihari Sridhar, Esther Thorson and Murali K. Mantrala (2011), “The Bricks that Build the Clicks: Newsroom Investments and Newspaper Online Performance,” International Journal on Media Management, 13(2), 107-128. PDF
  • Srinivasan, Raji, 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. PDF
    • Reprinted as ISBM Report (December 2010).
  • Srinath Gopalakrishna, Catherine Roster and Shrihari Sridhar, (2010), “An Exploratory Study of Attendee Activities at a Business Trade Show,” Journal of Business and Industrial Marketing, 25(4), 241-248. PDF
  • Albers, Sönke, Murali K. Mantrala and Shrihari Sridhar (2010), “Personal Selling Elasticities: A Meta-Analysis,” Journal of Marketing Research, 47(5), 840-853 (authors listed alphabetically). PDF
    • Reprinted as MSI Report (April 2008). 
    • Summary findings reprinted in Dominique M. Hanssens (2009), ed., Marketing Science Institute (MSI) Relevant Knowledge Series (09-600).
  • Murali K. Mantrala, Prasad A. Naik, Shrihari Sridhar and Esther Thorson (2007), “Uphill or Downhill?  Locating The Firm on a Profit Function,” Journal of Marketing, 71 (2), 26-44 (authors listed alphabetically). PDF
    • Featured in over 50 media outlets including Reuters (February 2007) and NPR Market Place (February 2007).
  • Thorsten Hennig-Thurau, Mark B. Houston and Shrihari Sridhar, (2006), “Can Good Marketing Carry a Bad Product? Evidence from the Motion Picture Industry,” Marketing Letters, 17(3), 205-219. PDF