V. “Seenu” Srinivasan
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 Graduate School of Business (GSB). He was formerly the director of the Stanford GSB PhD Program, chair of the marketing area, and the faculty director of its Strategic Marketing Management program in Executive Education.
Professor Srinivasan’s early research and publications were in the field of Operations Research, specifically the parametric programming of transportation problem and its applications. His primary research interest in marketing 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 accelerated core course in Data and Decisions and an elective course in 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 the V. Kumar Award for Doctoral Mentorship. He has received ten best research paper of the year awards including three John Little Awards and two O’Dell Awards. Professor Srinivasan is a fellow of the American Marketing Association, a fellow of the 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 Marketing” awarded annually at its summer conference.
Research Interests
- Conjoint analysis
- Marketing research
Stanford University Affiliations
- Affiliated Professor Department of Management Science and Engineering, Stanford University 1980-1997 and 2009-2010
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
Awards and Honors
- Fellow, American Marketing Association (AMA), 2018
- Fellow, Institute for Operations Research and the Management 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's (AMA) establishment of the annual "Srinivasan Young Scholar Award in Quantitative Marketing," 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
- Winner of the American Marketing Association V. Kumar Award for Doctoral Student Mentorship, 2025
Service to the Profession
- Editorial Board Member, Marketing Science, 1982-2015
- 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
Professional Experience
- Production Planning Engineer, Larsen and Toubro, Ltd., India, 1966-1968