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Adams Distinguished Professor of Management |
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“Seenu” Srinivasan’s expertise is in the area of market research. In particular, he is most well known for his research in “conjoint analysis.” 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. Every year more than 10,000 commercial applications of conjoint analysis methods occur. His other research interests are measurement of brand equity, market structure analysis (the nature and magnitude of substitutability among brands in a product market), and new product development. |
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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 at the Stanford Business School and the faculty director of its Strategic Marketing Management executive program. He was formerly the director of Stanford Business School's doctoral program. Professor Srinivasan’s primary research interest is in the measurement of customer preferences (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, market structuring, and new product development. At the Stanford MBA program, he has taught the core course “Data and Decisions (Accelerated),” an elective course “Customer-Focused Product Marketing,” and is 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 is an associate editor of the Journal of Marketing Research and is 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, and nine other best research paper awards, and is a fellow of the INFORMS Society for Marketing Science. |
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V Srinivasan
