V. “Seenu” Srinivasan

V. “Seenu” Srinivasan
Professor Emeritus, Marketing
+1 (650) 968-6878
CV
The Adams Distinguished Professor of Management, Emeritus
Academic Area:

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 Article

V. “Seenu” Srinivasan, Bradlley A. Hanson
Great Lakes Herald
March 2018 Vol. 18 Issue 1 Pages 1-36
V. “Seenu” Srinivasan, Dick R Wittink, Bruce M. Zweig
Great Lakes Herald
September 2017 Vol. 11 Issue 2 Pages 1-41
Sudhir Voleti, V. “Seenu” Srinivasan, Pulak Ghosh
International Journal of Research in Marketing
June 2017 Vol. 34 Issue 2 Pages 325-335
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
V. “Seenu” Srinivasan, G. Shainesh, Anand K. Sharma
The Service Industries Journal
2015 Vol. 35 Issue 14 Pages 747-762
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
V. “Seenu” Srinivasan, Gordon A. Wyner
Proceedings of the Sawtooth Software Conference
2009 Pages 143–161
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
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
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
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
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
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
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)
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

Book Chapters

V. “Seenu” Srinivasan
Legends in Marketing: Paul E. Green
2017 Pages xxi-xxxiii

Stanford University Affiliations

  • 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

December 05, 2017
15 Stanford business professors recommend books for those long winter nights.
August 30, 2017
Using consumer preferences and big data to analyze treatment options can create value for all.
September 01, 2009
Marketers lavish attention on their best customers, but it may be more cost effective to increase spending on the occasional consumer.
August 01, 2006
A study finds that 10% of shoppers choose their store based on that week's ads.
February 01, 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 01, 2004
A new probabilistic model determines what features and pricing factors influence a buyer's decision to upgrade.
July 01, 2001
Research shows that Internet-based prototypes can predict consumer choice nearly as accurately as physical ones.

School News

April 04, 2018
The new award will reward young scholars working on quantitative methodologies of interest to academics and practitioners of marketing.