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Sridhar Narayanan
Sridhar Narayanan
Associate Professor, Marketing
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SridharNarayanan
Associate Professor of Marketing
Academic Area: 
Marketing

Research Statement

Sridhar Narayanan’s research focuses on empirical analysis of marketing problems, through the estimation of econometric models on behavioral data. One stream of his work has focused on consumer and firm decisions in situations of consumer uncertainty about new products. Specifically, his research has explored physician learning about new prescription drugs, the changes in the role and effectiveness of marketing communication for products over their life cycle, and the value of information to consumers in telecommunication markets. Another stream of his work has focused on measurement of casual effects. He has studied the application of Regression discontinuity designs to marketing, and causal installed base effects in social contexts. In recent work, he has been looking at causal effects in online advertising. A particular area of interest for Sridhar is the application of Bayesian econometric methods to problems in marketing and empirical industrial organization.

Bio

Sridhar Narayanan is an Associate Professor of Marketing at the Graduate School of Business, Stanford University. He received his PhD from the University of Chicago in 2005 and has been at Stanford since July 2005. Before his PhD, he worked as a Sales and Marketing manager at Unilever, after receiving a BE in Electrical Engineering and an MBA, both from the University of Delhi, India.

Sridhar’s research has been published in the leading journals of marketing, such as Marketing Science, Journal of Marketing Research and Quantitative Marketing and Economics.  He serves as Associate Editor at Journal of Marketing Research, Quantitative Marketing and Economics and Operations Research, and serves on the editorial review board of Marketing Science.

Sridhar teaches MBA elective courses on Marketing Analytics and Digital Marketing, and a PhD course on Bayesian methods. Previously he also taught the core Marketing Management course and an elective course on Green Marketing in the MBA program.

Academic Degrees

  • PhD, University of Chicago, 2005
  • MBA, University of Delhi, India, 1997
  • BE, University of Delhi, India, 1995

Academic Appointments

  • At Stanford University since 2005

Professional Experience

  • Area Sales Manager, Unilever India, 1997–2000

Awards and Honors

  • Philip F. Maritz Faculty Scholar for 2016-2017

Publications

Journal Articles

Measuring Position Effects in Search Advertising: A Regression Discontinuity Approach
Sridhar Narayanan, Kirthi Kalyanam. Marketing Science. 2015, Vol. 34, Issue 3, Pages 388-407.
Estimation of Causal Installed Base Effects: A Bias Correction Approach
Sridhar Narayanan, Harikesh S. Nair. Journal of Marketing Research. February 2013, Vol. 50, Issue 1, Pages 70-94.
Bayesian Estimation of Discrete Games of Complete Information
Sridhar Narayanan. Quantitative Marketing and Economics. 2013, Vol. 11, Issue 1, Pages 39-81.
An Empirical Analysis of Individual-Level Casino Gambling Behavior
Sridhar Narayanan, Puneet Manchanda. Quantitative Marketing and Economics. 2012, Vol. 10, Issue 1, Pages 27-62.
Identifying Causal Marketing-Mix Effects Using a Regression Discontinuity Design
Wesley R. Hartmann, Harikesh S. Nair, Sridhar Narayanan. Marketing Science. November 2011, Vol. 30, Issue 6, Pages 1079–1097.
Heterogeneous Learning and the Targeting of Marketing Communication for New Products
Sridhar Narayanan, Puneet Manchanda. Marketing Science. 2009, Vol. 28 , Issue 3, Pages 424-441.
Discrete Choice Models of Firms' Strategic Decisions
Michaela Draganska, Sanjog Misra, Victor Aguirregabiria, Pat Bajari, Liran Einav, Paul Ellickson, Dan Horsky, Sridhar Narayanan, Yesim Orhun, Peter C. Reiss, Katja Seim, Vishal Singh, Raphael Thomadsen, Ting Zhu. Marketing Letters. 2008, Vol. 19, Issue 3-4, Pages 399-416.
The Role of Self Selection, Usage Uncertainty and Learning in the Demand for Local Telephone Service
Sridhar Narayanan, Pradeep K. Chintagunta, Eugenio J. Miravete. Quantitative Marketing and Economics. 2007, Vol. 5, Issue 1, Pages 1-34.
Temporal Differences in the Role of Marketing Communication in New Product Categories
Sridhar Narayanan, Puneet Manchanda, Pradeep K. Chintagunta. Journal of Marketing Research. 2005, Vol. 42, Issue 3, Pages 278-290.
Understanding Firm, Physician and Consumer Choice Behavior in the Health Care Industry
Puneet Manchanda, Dick R. Wittink, Andrew Ching, Paris Cleanthous, Min Ding, Xiaojing J. Dong, Peter S. H. Leeflang, Sanjog Misra, Natalie Mizik, Sridhar Narayanan, Thomas Steenburgh, Jaap E. Wieringa, Marta Wosinska, Ying Xie. Marketing Letters. 2005, Vol. 16, Issue 3-4, Pages 293-308.
ROI Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing Mix Interactions
Sridhar Narayanan, Ramarao Desiraju, Pradeep K. Chintagunta. Journal of Marketing. 2004, Vol. 68, Issue 4, Pages 90-105.

Working Papers

The Impact of Mobile App Failures on Online and Offline Purchases | PDF
Unnati Narang, Venkatesh Shankar, Sridhar Narayanan, March 202018

Teaching

Degree Courses

2017-18

MKTG 576: Digital Marketing

There has been a rapid evolution of digital means of communicating with consumers and advertising to them, driven by changes in technologies and consumer behavior. Readership of traditional print media has gone down dramatically, and television...

MKTG 646: Bayesian Inference: Methods and Applications

The course aims to develop a thorough understanding of Bayesian inference, with a special focus on empirical applications in marketing. The course will start with a brief theoretical foundation to Bayesian inference and will subsequently focus on...

2016-17

MKTG 366: Marketing Analytics

This course is focused on advanced methods and approaches to marketing analytics. Firms often operate in an increasingly challenging environment, with greater competition, more informed customers and rapidly changing market trends. They also...

MKTG 576: Digital Marketing

There has been a rapid evolution of digital means of communicating with consumers and advertising to them, driven by changes in technologies and consumer behavior. Readership of traditional print media has gone down dramatically, and television...

MKTG 646: Bayesian Inference: Methods and Applications

The course aims to develop a thorough understanding of Bayesian inference, with a special focus on empirical applications in marketing. The course will start with a brief theoretical foundation to Bayesian inference and will subsequently focus on...

Executive Education & Other Non-Degree Programs

Stanford Case Studies

Star Digital | M347
Sridhar Narayanan, Taylan Yildiz2013

Service to the Profession

Journal Service

  • Associate Editor, Journal of Marketing Research
  • Associate Editor, Quantitative Marketing and Economics
  • Area Editor, Operations Research

Membership of Professional Organizations

  • American Marketing Association
  • The Institute for Operations Research and the Management Sciences (INFORMS)

In the Media

Marketing to Professionals: Resource Allocation
PharmEx.com, March 1, 2007

Insights by Stanford Business

writtenSridhar Narayanan: With Google Search Ads, Higher Isn’t Always Better
January 16, 2015
The researchers gained rare insight into the effects of position in paid search advertising on Google.
writtenMost Gamblers Are Just Out for Fun
February 1, 2009
Research shows that, while gamblers do exhibit many irrational behaviors, for most its just simple entertainment.
writtenInformation Can Help You Get the Right Cell Phone Plan
November 1, 2007
Research examines whether "rational" consumers always chose the best plan for themselves.
writtenMarketing to Physicians Reaps Higher Returns for Drug Companies
August 1, 2006
A recent study shows direct-to-consumer drug ads can lift a whole category, but well-timed ads to doctors boost the individual brand.

School News

writtenNine New Faculty Members Welcomed
September 1, 2005
Three senior professors — in accounting, organizational behavior, and marketing — have joined the Stanford GSB faculty, along with six junior faculty.

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