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V. “Seenu” Srinivasan
V. “Seenu” Srinivasan
Professor Emeritus, Marketing
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+1 (650) 968-6878
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V.“Seenu”Srinivasan
The 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. More than 18,000 commercial applications of conjoint analysis methods occur every year. His other research contributions are in the areas of salesforce compensation plans, 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

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. 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 core course “Data and Decisions (Accelerated)” and an elective course “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, the ”Buck” Weaver Award for lifetime contributions to the advancement of theory and practice in marketing science, and ten other best research paper awards. Professor Srinivasan is a fellow of the American Marketing Association, a fellow of 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 methodology) to be awarded annually at its summer conference.

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, American Marketing Association (AMA), 2018
  • 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)
  • American Marketing Association establishment of the "Srinivasan Young Scholar Award" to be awarded each year during the annual conference, 2017
  • 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, 2018

Publications

Journal Articles

Predicting Management Potential of MBA Program Applicants
V. “Seenu” Srinivasan, Bradlley A. Hanson. Great Lakes Herald. March 2018, Vol. 18, Issue 1, Pages 1-36.
Predicting Academic Performance of MBA Program Applicants
V. “Seenu” Srinivasan, Dick R Wittink, Bruce M. Zweig. Great Lakes Herald. September 2017, Vol. 11, Issue 2, Pages 1-41.
An Approach to Improve the Predictive Power of Choice-Based Conjoint Analysis
Sudhir Voleti, V. “Seenu” Srinivasan, Pulak Ghosh. International Journal of Research in Marketing. June 2017, Vol. 34, Issue 2, Pages 325-335.
The Voice of the Patient Methodology: A Novel Mixed-Methods Approach to Identifying Treatment Goals for Men with Prostate Cancer
Christopher S. Saigal, Sylvia I. Lambrechts, V. “Seenu” Srinivasan, Ely Dahan. The Patient — Patient-Centered Outcomes Research. June 2017, Vol. 10, Issue 3, Pages 345–352.
An Approach to Prioritize Customer-Based, Cost-Effective Service Enhancements,
V. “Seenu” Srinivasan, G. Shainesh, Anand K. Sharma. The Service Industries Journal. 2015, Vol. 35, Issue 14, Pages 747-762.
The Impact of Unit Cost Reductions on Gross Profit: Increasing or Decreasing Returns?
Ely Dahan, V. “Seenu” Srinivasan. IIMB Management Review. September 2011, Vol. 23, Issue 3, Pages 131-139.
Adaptive Self-Explication of Multiattribute Preferences
Oded Netzer, V. “Seenu” Srinivasan. Journal of Marketing Research. February 2011, Vol. 48, Issue 1, Pages 140-156.
A Conjoint-Hazard Model of the Timing of Buyers' Upgrading to Improved Versions of HighTechnology Products
Sang-Hoon Kim, V. “Seenu” Srinivasan. Journal of Product Innovation Management. March 2009, Vol. 26, Issue 3, Pages 278–290.
An Improved Method for the Quantitative Assessment of Customer Priorities
V. “Seenu” Srinivasan, Gordon A. Wyner. Proceedings of the Sawtooth Software Conference. 2009, Pages 143–161.
A Hidden Markov Model of Customer Relationship Dynamics
Oded Netzer, James M. Lattin, V. “Seenu” Srinivasan. Marketing Science. 2008, Vol. 27, Issue 2, Pages 185-204.
An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources
V. “Seenu” Srinivasan, Chan Su Park, Dae Ryun Chang. Management Science. September 2005, Vol. 51, Issue 9, Pages 1433-1448.
Alternative Models for Capturing the Compromise Effect
Ran Kivetz, Oded Netzer, V. “Seenu” Srinivasan. Journal of Marketing Research. August 2004, Vol. 41, Issue 3, Pages 237-257.
How Much Does the Market Value an improvement in a Product Attribute?
Elie Ofek, V. “Seenu” Srinivasan. Marketing Science. November 2002, Vol. 21, Issue 4, Pages 398-411.
The Asymmetric Share Effect: An Empirical Generalization on Cross-Price Effects
Raj Sethuraman, V. “Seenu” Srinivasan. Journal of Marketing Research. August 2002, Vol. 39, Issue 3, Pages 379-386.
Perspective: Ten Years of Experience Teaching a Multi-Disciplinary Product Development Course
William S. Lovejoy, V. “Seenu” Srinivasan. Journal of Product Innovation Management. January 2002, Vol. 19, Issue 1, Pages 32-45.
The Predictive Power of Internet-Based Product Concept Testing Using Visual Depiction and Animation
Ely Dahan, V. “Seenu” Srinivasan. Journal of Product Innovation Management. March 2000, Vol. 17, Issue 2, Pages 99–109.
Estimation Techniques for Macro Diffusion Models
William P. Putsis, Jr., V. “Seenu” Srinivasan. New Product Diffusion Models. New York: Springer Science+Business Media, Inc., 2000, Pages 263-294.
Predictive Validation of Multiatribute Choice Models
Peter deMaCarty, V. “Seenu” Srinivasan. Marketing Research. December 1999, Vol. 11 , Issue 4, Pages 28.
Asymmetric and Neighborhood Cross-Price Effects: Some Empirical Generalizations
V. “Seenu” Srinivasan, Raj Sethuraman, Doyle Kim. Marketing Science. February 1999, Vol. 18 , Issue 1, Pages 23-41.
A Relationship Between Market Share Elasticities and Brand Switching Probabilities
Randolph E. Bucklin, Gary J. Russell, V. “Seenu” Srinivasan. Journal of Marketing Research. February 1998, Vol. 35, Issue 1, Pages 99-113.
A Strict Paired Comparison Linear Programming Approach to Nonmetric Conjoint Analysis
V. “Seenu” Srinivasan. Operations Research: Methods, Models and Applications. Westport: Quorum Books, 1998, Pages 97-112.
Surprising Robustness of Self-Explicated Approach to Customer Preference Structure Measurement
V. “Seenu” Srinivasan, Chan Su Park. Journal of Marketing Research. May 1997, Vol. 34, Issue 2, Pages 286-291.
Multigroup Disciminant Analysis Using Linear Programming
Willy Gochet, Antonie Stam, V. “Seenu” Srinivasan, Shaoxiang Chen. Operations Research. March 1997, Vol. 45, Issue 2, Pages 213-225.
Integrated Product Design for Marketability and Manufacturing
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.
Quota-Based Compensation Plans for Multi-Territory Heterogenous Salesforce
Jagmohan S. Raju, V. “Seenu” Srinivasan. Management Science. October 1996, Vol. 42, Issue 10, Pages 1454-1462.
A Survey-Based method for Measuring and Understanding Brand Equity and its Extendibility
Chan Su Park, V. “Seenu” Srinivasan. Journal of Marketing Research. May 1994, Vol. 31, Issue 2, Pages 271-288.
Compensation Plans for Single- and Multi-Product Salesforces: An Application of the Holmstrom-Milgrom Model
Rajiv Lal, V. “Seenu” Srinivasan. Management Science. July 1993, Vol. 39, Issue 7, Pages 777-793.
Evaluating the Multiple Effects of Retail Promotions on Brand Loyal and Brand Switching Segments
Rajiv Grover, V. “Seenu” Srinivasan. Journal of Marketing Research. February 1992, Vol. 29, Issue 1, Pages 76-89.
Comparing the Predictive Powers of Alternative Multiple Regression Models
Michael Hagerty, V. “Seenu” Srinivasan. Psychometrika. March 1991, Vol. 56, Issue 1, Pages 77-85.
Determining Inter-Brand Substitutability through Survey Measurement of Consumer Preference Structures
Randolph E. Bucklin, V. “Seenu” Srinivasan. Journal of Marketing Research. February 1991, Vol. 28, Issue 1, Pages 58-71.
Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice
Paul E. Green, V. “Seenu” Srinivasan. Journal of Marketing. October 1990, Vol. 54, Issue 4, Pages 3-19.
The Effects of Brand Loyalty on Competitive Price Promotional Strategies
Jagmohan S. Raju, V. “Seenu” Srinivasan. Management Science. March 1990, Vol. 36, Issue 3, Pages 276-304.
The Metric Quality of Ordered Categorical Data
V. “Seenu” Srinivasan, Amiya K. Basu. Marketing Science. August 1989, Vol. 8, Issue 3, Pages 205-230.
The Factor Structure of Multidimensional Response to Marketing Stimuli: A Comparison of Two Approaches
V. “Seenu” Srinivasan, P. Vanden Abeele, I. Butaye. Marketing Science. February 1989, Vol. 8, Issue 1, Pages 78-88.
CASEMAP: Computer-Assisted Self-Explication of Multi-Attributed Preferences
V. “Seenu” Srinivasan, Gordon A. Wyner. New-Product Development and Testing. Lexington: Lexington Books, 1989, Pages 91-111.
A Conjunctive-Compensatory Approach to the Self-Explication of Multiattributed Preferences
V. “Seenu” Srinivasan. Decision Sciences. June 1988, Vol. 19, Issue 2, Pages 295-305.
A Direct Aggregation Approach to Inferring Microparameters of the Koyck Advertising-Sales Relationship from Macro Data
V. “Seenu” Srinivasan, Helen A. Weir. Journal of Marketing Research. May 1988, Vol. 25, Issue 2, Pages 145-156.
A Simultaneous Approach to Market Segmentation and Market Structuring
Rajiv Grover, V. “Seenu” Srinivasan. Journal of Marketing Research. May 1987, Vol. 24, Issue 2, Pages 139-153.
An Evaluation of Estimation Procedures for New Product Diffusion Models
Vijay Mahajan, Charlotte H. Mason, V. “Seenu” Srinivasan. Innovation Diffusion Models of New Product Acceptance. Cambridge: Ballinger Publishing Company, 1986, Pages 203-232.
Nonlinear Least Squares Estimation of New Product Diffusion Models
V. “Seenu” Srinivasan, Charlotte H. Mason. Marketing Science. 1986, Vol. 5, Issue 2, Pages 169-178.
Salesforce Compensation Plans: An Agency Theoretic Perspective
Amiya K. Basu, Rajiv Lal, V. “Seenu” Srinivasan, Richard Staelin. Marketing Science. 1985, Vol. 4, Issue 4, Pages 267-291.
Improving Predictive Power of Conjoint Analysis by Constrained Parameter Estimation
V. “Seenu” Srinivasan, Arun K. Jain, Neil Malhotra. Journal of Marketing Research. November 1983, Vol. 20, Issue 4, Pages 433-438.
Evaluating the Statistical Significance of Models Developed by Stepwise Regression
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.
STRATPORT: A Model for the Evaluation and Formulation of Business Portfolio Strategies
Jean-Claude Larréché, V. “Seenu” Srinivasan. Management Science. September 1982, Vol. 28, Issue 9, Pages 979-1001.
Comments on the Role of Price in Individual Utility Judgments
V. “Seenu” Srinivasan. Choice Models for Buyer Behavior, Research in Marketing (Supplement 1). Greenwich: JAI Press, 1982, Pages 81-90.
An Investigation of the Equal Commission Rate Policy for a Multi-Product Salesforce
V. “Seenu” Srinivasan. Management Science. July 1981, Vol. 27, Issue 7, Pages 731–756.
Forecasting the Effectiveness of Work-Trip Gasoline Conservation Policies through Conjoint Analysis
V. “Seenu” Srinivasan, Jarir S. Dajani, Peter G. Flachsbart, Rolfe G. Hartley. Journal of Marketing. 1981, Vol. 45, Issue 3, Pages 157-172.
Multi-Attribute Approaches for Product Concept Evaluation and Generation; A Critical Review
Allan D. Shocker, V. “Seenu” Srinivasan. Journal of Marketing Research. May 1979, Vol. 16, Issue 2, Pages 159-180.
Network Models for Estimating Brand-Specific Effects in Multi-Attribute Marketing Models
V. “Seenu” Srinivasan. Management Science. January 1979, Vol. 25, Issue 1, Pages 11-21.
Conjoint Analysis in Consumer Research: Issues and Outlook
Paul E. Green, V. “Seenu” Srinivasan. Journal of Consumer Research. September 1978, Vol. 5, Issue 2 , Pages 103-123.
Determining Sample Size for Pretesting Comparative Effectiveness of Advertising Copies
Siddhartha R. Dalal, V. “Seenu” Srinivasan. Management Science. August 1977, Vol. 23, Issue 12, Pages 1284–1294.
Decomposition of a Multi-Period Media Scheduling Model in Terms of Single Period Equivalents
V. “Seenu” Srinivasan. Management Science. December 1976, Vol. 23, Issue 4, Pages 349-360.
A Consumer Preference Approach to the Planning of Rural Primary Health Care Facilities
Barnett R. Parker, V. “Seenu” Srinivasan. Operations Research. October 1976, Vol. 24, Issue 5, Pages 991-1025.
An Alternate Interpretation of the Linear Learning Model of Brand Choice
V. “Seenu” Srinivasan, R. Kesavan. The Journal of Consumer Research. September 1976, Vol. 3, Issue 2, Pages 76-83.
Linear Programming Computational Procedures for Ordinal Regression
V. “Seenu” Srinivasan. Journal of the Association for Computing Machinery. July 1976, Vol. 23, Issue 3, Pages 475-487.
A General Procedure for Estimating Consumer Preference Distributions
V. “Seenu” Srinivasan. Journal of Marketing Research. November 1975, Vol. 12, Issue 4, Pages 377-389.
A Consumer-Based Methodology for the Identification of New Product Ideas
Allan D. Shocker, V. “Seenu” Srinivasan. Management Science. February 1974, Vol. 20, Issue 6, Pages 921-937.
Estimating the Weights for Multiple Attributes in a Composite Criterion using Pairwise Judgments
V. “Seenu” Srinivasan, Allan D. Shocker. Psychometrika. December 1973, Vol. 38, Issue 4, Pages 473-493.
Linear Programming Techniques for Multidimensional Analysis of Preferences
V. “Seenu” Srinivasan, Allan D. Shocker. Psychometrika. September 1973, Vol. 38, Issue 3, Pages 337-369.

Book Chapters

Conjoint Analysis: The Pioneering Years
V. “Seenu” Srinivasan. Legends in Marketing: Paul E. Green. Los Angeles, CA: Sage Publications, 2017, Pages xxi-xxxiii.

Working Papers

Estimating the Net Value of Treating Hepatitis C Virus Using a Newly Available Direct-Acting Antiviral in India | PDF
V. “Seenu” Srinivasan, David E. Bloom, Alexander Khoury, April 182018
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
A Theoretical Comparison of the Predictive Power of the Multiple Regression and Equal Weighting Procedures | PDF
V. “Seenu” Srinivasan1977

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

Interview | History of O.R. Excellence
INFORMS, October 27, 2017
Stanford Business School Scholars Honored with Top Marketing Awards
Business Wire, August 6, 2009

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School News

writtenYoung Scholar Award Inaugurated in Honor of Marketing Professor V. “Seenu” Srinivasan
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The new award will reward young scholars working on quantitative methodologies of interest to academics and practitioners of marketing.