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V. “Seenu” Srinivasan

V. “Seenu” Srinivasan
Professor Emeritus, Marketing
Contact Info
V.“Seenu”Srinivasan
Adams Distinguished Professor of Management, Emeritus
Academic Area: 
Marketing

Research Statement

“Seenu” Srinivasan’s expertise is in the area of market research. In particular, he is most well known for his research in “conjoint analysis,” a term he coined with the late Professor Paul Green of the Wharton school. This survey-based research approach is useful for product (or service) planning and pricing by predicting which among several multi-attribute products or services customers are likely to choose. Approximately 18,000 commercial applications of conjoint analysis methods occur every year. His other research interests are measurement of brand equity and market structure analysis (the nature and magnitude of substitutability among brands in a product market).

Research Interests

  • Conjoint analysis
  • Marketing research
  • Brand equity measurement
  • Market Structure Analysis

Bio

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 Business School. He was formerly the director of Stanford Business School’s doctoral program, chair of the marketing area, and the faculty director of its Strategic Marketing Management executive program.

Professor Srinivasan’s primary research interest is in the measurement of customer preference structures (conjoint analysis) and its role in product and service planning and pricing. He has also contributed to other market research areas such as measurement of brand equity and market structuring. At the Stanford MBA program, he taught the core course “Data and Decisions (Accelerated),” an elective course “Customer-Focused Product Marketing,” and was the faculty member in charge of the MBA Global Management Experience program SAIL (Stanford And IIMB - Indian Institute of Management Bangalore - Link). Professor Srinivasan has been a consultant to several companies and has won best-teacher awards. He was an associate editor of the Journal of Marketing Research and Management Science and is currently on the Editorial advisory board of Marketing 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, the ”Buck” Weaver Award for lifetime contributions to the advancement of theory and practice in marketing science, and eleven other best research paper awards. Professor Srinivasan is a fellow of the Institute for Operations Research and the Management Sciences (INFORMS) and a fellow of the INFORMS Society for Marketing Science (ISMS).

Academic Degrees

  • Ph.D. in Industrial Administration, Graduate School of Industrial Administration, Carnegie-Mellon University, 1971
  • M.S. in Industrial Administration, Graduate School of Industrial Administration, Carnegie-Mellon University, 1970
  • B.Tech. in Mechanical Engineering, Indian Institute of Technology, Madras (Chennai), 1966

Academic Appointments

  • At Stanford University since 1974
  • Adams Distinguished Professor of Management, Emeritus, Stanford GSB, 2010- present
  • Faculty Director, Strategic Marketing Management Executive Program, Stanford University, 2002-2009
  • Director, Doctoral Program, Stanford GSB, 1982-1985
  • Marketing Area Chair, September 1976–July 1978, September 1988-June 1993, September 2000-June 2003
  • Associate Professor, Professor, and Chaired Professor, Stanford GSB, 1974-2010
  • Assistant-Associate Professor, University of Rochester, 1971-1974
  • Lecturer, Graduate School of Industrial Administration, Carnegie Mellon University, 1970

Professional Experience

  • Production Planning Engineer, Larsen and Toubro, Ltd., India, 1966-1968

Awards and Honors

  • Fellow, Institute for Operations Research and the Mangement Sciences (INFORMS), 2010
  • Fellow, INFORMS Society for Marketing Science (ISMS), 2009
  • Winner of the "Buck" Weaver Award for lifetime contributions to the advancement of theory and practice in marketing science, 2014
  • Winner of the American Marketing Association Converse Award for outstanding contributions to the development of the science of marketing, 2000
  • Winner of the American Marketing Association Churchill Award for lifetime achievement in marketing research, 1998
  • Winner of the American Marketing Association Parlin Award for outstanding contributions to marketing research, 1996
  • Winner of the ISMS Long Term Impact Award, John Little Award, and Bass Award for the article published in Marketing Science 2008
  • Winner of the John Little Award for the best marketing article published in Marketing Science/Management Science, 2002
  • 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 O'Dell Award for the best article published in the Journal of Marketing Research, 1979
  • Coauthor of the Bass Award winning article published in Management Science, 1990
  • Winner of the Thomas P. Hustad award for the best article published in the Journal of Product Innovation Management, 2000
  • Winner of the Hardin Award for the best article published in Marketing Research, 2000
  • Winner of the American Marketing Association Lehmann Award for an article published in Journal of Marketing Research, 1994
  • Winner of the first prize for the best article in the special issue of Operations Research on Health Care, October 1976
  • Finalist for two other John Little awards, two other O'Dell awards, and two Paul Green awards
  • Winner of the Lifetime Scholastic Achievement Award from the Great Lakes Institute of Management, Chennai, India, 2010
  • Winner of the Distinguished Alumnus Award from the Indian Institute of Technology, Madras, 2001
  • President of India Gold Medal awarded to the best student graduating in 1966, Indian Institute of Technology, Madras (Chennai)
  • Eight doctoral advisees (Basu, Glazer, McAlister, Netzer, Ofek, Park, Parker, and Raju) have won best dissertation or dissertation-based paper awards
  • Invited faculty speaker at American Marketing Association Doctoral Consortia: 1977-1978, 1984, 1986-1988, 1990, 1994, 1996-1998, 2005-2006, 2008

Publications

Journal Articles

Ely Dahan, V. “Seenu” Srinivasan. IIMB Management Review. September 2011, Vol. 23, Issue 3, Pages 131-139.
Oded Netzer, V. “Seenu” Srinivasan. Journal of Marketing Research. February 2011, Vol. 48, Issue 1, Pages 140-156.
Sang-Hoon Kim, V. “Seenu” Srinivasan. Journal of Product Innovation Management. March 2009, Vol. 26, Issue 3, Pages 278–290.
Oded Netzer, James M. Lattin, V. “Seenu” Srinivasan. Marketing Science. 2008, Vol. 27, Issue 2, Pages 185-204.
V. “Seenu” Srinivasan, Chan Su Park, Dae Ryun Chang. Management Science. September 2005, Vol. 51, Issue 9, Pages 1433-1448.
Ran Kivetz, Oded Netzer, V. “Seenu” Srinivasan. Journal of Marketing Research. August 2004, Vol. 41, Issue 3, Pages 237-257.
Elie Ofek, V. “Seenu” Srinivasan. Marketing Science. November 2002, Vol. 21, Issue 4, Pages 398-411.
Raj Sethuraman, V. “Seenu” Srinivasan. Journal of Marketing Research. August 2002, Vol. 39, Issue 3, Pages 379-386.
William S. Lovejoy, V. “Seenu” Srinivasan. Journal of Product Innovation Management. January 2002, Vol. 19, Issue 1, Pages 32-45.
Ely Dahan, V. “Seenu” Srinivasan. Journal of Product Innovation Management. March 2000, Vol. 17, Issue 2, Pages 99–109.
William P. Putsis, Jr., V. “Seenu” Srinivasan. New Product Diffusion Models. New York: Springer Science+Business Media, Inc., 2000, Pages 263-294.
Peter deMaCarty, V. “Seenu” Srinivasan. Marketing Research. December 1999, Vol. 11 , Issue 4, Pages 28.
V. “Seenu” Srinivasan, Raj Sethuraman, Doyle Kim. Marketing Science. February 1999, Vol. 18 , Issue 1, Pages 23-41.
Randolph E. Bucklin, Gary J. Russell, V. “Seenu” Srinivasan. Journal of Marketing Research. February 1998, Vol. 35, Issue 1, Pages 99-113.
V. “Seenu” Srinivasan. Operations Research: Methods, Models and Applications. Westport: Quorum Books, 1998, Pages 97-112.
V. “Seenu” Srinivasan, Chan Su Park. Journal of Marketing Research. May 1997, Vol. 34, Issue 2, Pages 286-291.
Willy Gochet, Antonie Stam, V. “Seenu” Srinivasan, Shaoxiang Chen. Operations Research. March 1997, Vol. 45, Issue 2, Pages 213-225.
V. “Seenu” Srinivasan, William S. Lovejoy, David Beach. Journal of Marketing Research. February 1997, Vol. 34, Issue 1, Special Issue on Innovation and New Products, Pages 154-163.
Jagmohan S. Raju, V. “Seenu” Srinivasan. Management Science. October 1996, Vol. 42, Issue 10, Pages 1454-1462.
Chan Su Park, V. “Seenu” Srinivasan. Journal of Marketing Research. May 1994, Vol. 31, Issue 2, Pages 271-288.
Rajiv Lal, V. “Seenu” Srinivasan. Management Science. July 1993, Vol. 39, Issue 7, Pages 777-793.
Rajiv Grover, V. “Seenu” Srinivasan. Journal of Marketing Research. February 1992, Vol. 29, Issue 1, Pages 76-89.
Michael Hagerty, V. “Seenu” Srinivasan. Psychometrika. March 1991, Vol. 56, Issue 1, Pages 77-85.
Randolph E. Bucklin, V. “Seenu” Srinivasan. Journal of Marketing Research. February 1991, Vol. 28, Issue 1, Pages 58-71.
Paul E. Green, V. “Seenu” Srinivasan. Journal of Marketing. October 1990, Vol. 54, Issue 4, Pages 3-19.
Jagmohan S. Raju, V. “Seenu” Srinivasan. Management Science. March 1990, Vol. 36, Issue 3, Pages 276-304.
V. “Seenu” Srinivasan, Amiya K. Basu. Marketing Science. August 1989, Vol. 8, Issue 3, Pages 205-230.
V. “Seenu” Srinivasan, P. Vanden Abeele, I. Butaye. Marketing Science. February 1989, Vol. 8, Issue 1, Pages 78-88.
V. “Seenu” Srinivasan, Gordon A. Wyner. New-Product Development and Testing. Lexington: Lexington Books, 1989, Pages 91-111.
V. “Seenu” Srinivasan. Decision Sciences. June 1988, Vol. 19, Issue 2, Pages 295-305.
V. “Seenu” Srinivasan, Helen A. Weir. Journal of Marketing Research. May 1988, Vol. 25, Issue 2, Pages 145-156.
V. “Seenu” Srinivasan, Dick R. Wittink, Bruce M. Zweig. The Application of Regression Analysis. Boston: Allyn and Bacon, Inc., 1988, Pages 273-292.
Rajiv Grover, V. “Seenu” Srinivasan. Journal of Marketing Research. May 1987, Vol. 24, Issue 2, Pages 139-153.
Vijay Mahajan, Charlotte H. Mason, V. “Seenu” Srinivasan. Innovation Diffusion Models of New Product Acceptance. Cambridge: Ballinger Publishing Company, 1986, Pages 203-232.
V. “Seenu” Srinivasan, Charlotte H. Mason. Marketing Science. 1986, Vol. 5, Issue 2, Pages 169-178.
Amiya K. Basu, Rajiv Lal, V. “Seenu” Srinivasan, Richard Staelin. Marketing Science. 1985, Vol. 4, Issue 4, Pages 267-291.
V. “Seenu” Srinivasan, Arun K. Jain, Neil Malhotra. Journal of Marketing Research. November 1983, Vol. 20, Issue 4, Pages 433-438.
Shelby H. McIntyre, David Bruce Montgomery, V. “Seenu” Srinivasan, Barton A. Weitz. Journal of Marketing Research. February 1983, Vol. 20, Issue 1, Pages 1-11.
Shelby McIntyre, David Bruce Montgomery, V. “Seenu” Srinivasan, Barton A. Weitz. Journal of Marketing Research. February 1983, Vol. 20, Issue 1, Pages 1-11.
Jean-Claude Larréché, V. “Seenu” Srinivasan. Management Science. September 1982, Vol. 28, Issue 9, Pages 979-1001.
V. “Seenu” Srinivasan. Choice Models for Buyer Behavior, Research in Marketing (Supplement 1). Greenwich: JAI Press, 1982, Pages 81-90.
V. “Seenu” Srinivasan. Management Science. July 1981, Vol. 27, Issue 7, Pages 731–756.
V. “Seenu” Srinivasan, Jarir S. Dajani, Peter G. Flachsbart, Rolfe G. Hartley. Journal of Marketing. 1981, Vol. 45, Issue 3, Pages 157-172.
Allan D. Shocker, V. “Seenu” Srinivasan. Journal of Marketing Research. May 1979, Vol. 16, Issue 2, Pages 159-180.
V. “Seenu” Srinivasan. Management Science. January 1979, Vol. 25, Issue 1, Pages 11-21.
Paul E. Green, V. “Seenu” Srinivasan. Journal of Consumer Research. September 1978, Vol. 5, Issue 2 , Pages 103-123.
Siddhartha R. Dalal, V. “Seenu” Srinivasan. Management Science. August 1977, Vol. 23, Issue 12, Pages 1284–1294.
V. “Seenu” Srinivasan. Management Science. December 1976, Vol. 23, Issue 4, Pages 349-360.
Barnett R. Parker, V. “Seenu” Srinivasan. Operations Research. October 1976, Vol. 24, Issue 5, Pages 991-1025.
V. “Seenu” Srinivasan, R. Kesavan. The Journal of Consumer Research. September 1976, Vol. 3, Issue 2, Pages 76-83.
V. “Seenu” Srinivasan. Journal of the Association for Computing Machinery. July 1976, Vol. 23, Issue 3, Pages 475-487.
V. “Seenu” Srinivasan. Journal of Marketing Research. November 1975, Vol. 12, Issue 4, Pages 377-389.
Allan D. Shocker, V. “Seenu” Srinivasan. Management Science. February 1974, Vol. 20, Issue 6, Pages 921-937.
V. “Seenu” Srinivasan, Allan D. Shocker. Psychometrika. December 1973, Vol. 38, Issue 4, Pages 473-493.
V. “Seenu” Srinivasan, Allan D. Shocker. Psychometrika. September 1973, Vol. 38, Issue 3, Pages 337-369.

Other Publications

V. “Seenu” Srinivasan, Gordon A. Wyner. Proceedings of the Sawtooth Software Conference. 2009, Pages 143–161.

Working Papers

What if Marketers Put Their Customers Ahead of Profits? | PDF
Scott K. Shriver, V. “Seenu” Srinivasan2011
The Impact of Feature Advertising on Customer Store Choice | PDF
V. “Seenu” Srinivasan, Anand V. Bodapati2006
An Improved Method for Meta-Analysis with Application to New Product Diffusion Models | PDF
David Bruce Montgomery, V. “Seenu” Srinivasan1994
Decision Aids for MBA Program Admissions: Predicting Academic Performance | PDF
Dick R. Wittink, Bruce M. Zweig, V. “Seenu” Srinivasan1981

Courses Taught

Programs and Non-Degree Courses

Stanford University Affiliations

Greater Stanford University

  • Affiliated Professor, Department of Management Science and Engineering, Stanford University, 1980-1997 and 2009-2010

Service to the Profession

  • Editorial Board Member, Marketing Science, 1982-Present
  • Editorial Board Member, Journal of Marketing Research, 1988-2009
  • Editorial Board Member, Management Science, 1974-1991
  • Area Editor, Marketing Science, 1980-1982
  • Academic Trustee, Marketing Science Institute, 2003-2010

In the Media

Insights by Stanford Business

September 1, 2009
Marketers lavish attention on their best customers, but it may be more cost effective to increase spending on the occasional consumer.
August 1, 2006
A study finds that 10% of shoppers choose their store based on that week's ads.
February 1, 2006
Researchers develop a method for managers to figure out how much more a company will earn if it invests in certain branding initiatives.
May 1, 2004
A new probabilistic model determines what features and pricing factors influence a buyer's decision to upgrade.
July 1, 2001
Research shows that Internet-based prototypes can predict consumer choice nearly as accurately as physical ones.