# overview
Dr. Sridhar's research expertise focuses on how companies can use marketing (interventions, investments, and strategies) to deliver profits and improve societal outcomes. His research covers business-to-business/sales, healthcare, education, media markets, and online/mobile platforms. Dr. Sridhar is currently serving as the the Editor in Chief of the Journal of Marketing, and has served as Associate Editor and Area Editor at leading journals including Journal of Marketing and the Journal of Marketing Research. His work has appeared in publications such as Journal of Marketing, Journal of Marketing Research, Marketing Science, Quantitative Marketing and Economics, and he has been a finalist for the Marketing Science Institute/H. Paul Root Award, and the Paul Green Award. Dr. Sridhar's research is also featured in Aviation Week, Booz & Co., Forbes, Fox News, Harvard Business Review, Houston Business Journal, Houston Chronicle, National Public Radio (NPR), Reuters Inc, and Sloan Management Review.

Dr. Sridhar has received many research awards including the Rajan Varadarajan Award for Early Career Contributions to Marketing Strategy Research in 2014. He was chosen as a Marketing Science Institute (MSI) Young Scholar in 2013, and as an MSI Scholar in 2020. He has been recognized by Texas A&M University as a Presidential Impact Fellow and a Chancellor's EDGES Fellow for his scholarly research impact. He is an award-winning teacher recognized by Texas A&M University and Poets and Quants, and also co-author of two books titled Focus: How to Plan Strategy and Improve Execution to Achieve Growth, and Marketing Strategy: Based on First Principles and Data Analytics. He has advised numerous companies such as the ABS Group, Allredi, Avery Dennison, DistributionNOW, Dow Chemicals, Evosite, HHAeXchange, IBM, Kansas City Public Schools, Microsoft, P-66, Schlumberger, SNC- Lavalin, Sodexo E&R, St. Gobain, Seattle Times, Sysco Foods and TEEX on strategy science.

Prior to Texas A&M, he worked at the Broad College of Business at Michigan State University and Smeal College of Business at Penn State University. He holds a B.E. in Mechanical Engineering from R.V. College of Engineering in Bangalore, India, an MS in Engineering Management from the University of Missouri- Rolla and Ph.D. from University of Missouri-Columbia.

# keywords[]
School District Internet Access Spending

# keywords[]
3507 Strategy, Management And Organisational Behaviour

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
3507 Strategy, Management And Organisational Behaviour

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
3507 Strategy, Management And Organisational Behaviour

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
3507 Strategy, Management And Organisational Behaviour

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
3507 Strategy, Management And Organisational Behaviour

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
3507 Strategy, Management And Organisational Behaviour

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
35 Commerce, Management, Tourism And Services

# educationAndTraining[].organization.label
University of Missouri - (Columbia, Missouri, United States)

# educationAndTraining[].organization.label
University of Missouri - (Columbia, Missouri, United States)

# awardsAndHonors[].label
Varadarajan Award for Early Contributions to Marketing Strategy Research

# awardsAndHonors[].label
AMA-EBSCO-RRBM Annual Award for Responsible Research in Marketing

# publications[].label
Rising Prices Under Declining Preferences: The Case of the US Print Newspaper Industry

# publications[].publisher
Institute for Operations Research and the Management Sciences (INFORMS)

# publications[].label
Investigating the Academic Performance and Disciplinary Consequences of School District Internet Access Spending

# publications[].label
Relating Online, Regional, and National Advertising to Firm Value

# publications[].label
Personal Selling Elasticities: A Meta-Analysis

# publications[].label
The Association of Patient Satisfaction and Quality of Care: Theory, Evidence, and Application

# publications[].label
Dynamic relationships among R&D, advertising, inventory and firm performance

# publications[].label
To Cut Costs, Know Your Customer Cost-trimming initiatives at B2B companies should be guided by an understanding of what customers truly value

# publications[].label
Developing Indiacentric B2B sales theory: an inductive approach using sales job ads

# publications[].label
Digital Customer Misconduct: An Emergent Theory-Driven Framework

# publications[].label
Leveraging Trust in Buyer-Seller Relationships to Battle Market Turbulence

# publications[].label
Paradigms for Progress: An Anomaly-First Framework for Paradigm Development

# publications[].label
Organizational Herding in Advertising Spending Disclosures: Evidence and Mechanisms

# publications[].label
Assessing the Drivers of Short- and Long-Term Outcomes at Business Trade Shows

# publications[].label
Is online newspaper advertising cannibalizing print advertising?

# publications[].label
Customer based execution and strategy: Enhancing the relevance & utilization of B2B scholarship in the C-suite

# publications[].label
Leveraging Frontline Employees' Small Data and Firm-Level Big Data in Frontline Management: An Absorptive Capacity Perspective

# publications[].label
Metrics unreliability and marketing overspending

# publications[].label
Treatment Effect Heterogeneity in Randomized Field Experiments: A Methodological Comparison and Public Policy Implications

# publications[].label
Should Firms Spend More on Research and Development and Advertising during Recessions?

# publications[].label
Assessing sales contest effectiveness: the role of salesperson and sales district characteristics

# publications[].label
Improving Cancer Outreach Effectiveness Through Targeting and Economic Assessments: Insights from a Randomized Field Experiment

# publications[].label
Building effective inside-outside sales rep dyads: A collaboration perspective

# publications[].label
Optimal Resource Allocation with Time-varying Marketing Effectiveness, Margins and Costs

# publications[].label
Investigating Organizational Drivers of Jugaad Innovations: A Study of Indian Missionary Hospitals

# publications[].label
Improving Business-to-Business Customer Satisfaction Programs: Assessment of Asymmetry, Heterogeneity, and Financial Impact

# publications[].label
School shootings leave lasting scars on local economies, research shows

# publications[].label
Can good marketing carry a bad product? Evidence from the motion picture industry

# publications[].label
A New Method for Benchmarking Marketing Organizations with Inter-Connected Departments

# publications[].label
Customer-centric org charts arent right for every company

# publications[].label
The interplay between business and personal trust on relationship performance in conditions of market turbulence

# publications[].label
The Bricks That Build the Clicks: Newsroom Investments and Newspaper Online Performance

# publications[].label
Uphill or Downhill? Locating the Firm on a Profit Function

# publications[].label
Social Influence Effects in Online Product Ratings

# publications[].label
Value-Partitioning of Sales Contribution in Business Markets

# publications[].label
JM: Promoting Catalysis in Marketing Scholarship

# publications[].label
Focus, How to Plan Strategy and Improve Execution to Achieve Growth

# publications[].label
Efficiency Analysis of Marketing Organizations with Interconnected Departments

# publications[].label
Attribute-Level Satisfaction, Overall Customer Satisfaction, and Performance Outcomes in Business-to-Business Firms

# publications[].label
An exploratory study of attendee activities at a business trade show

# publications[].label
New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments

# publications[].label
Return on Engagement Initiatives: A Study of a Business-to-Business Mobile App

# publications[].label
Scheduling Content on Social Media: Theory, Evidence, and Application

# publications[].label
Novel Application of Predictive Modeling: A Tailored Approach to Promoting HCC Surveillance in Patients With Cirrhosis.

# publications[].label
Promotions as competitive reactions to recalls and their consequences

# publications[].label
Commentary: Toward Formalizing Social Influence Structures in Business-to-Business Customer Journeys

# publications[].label
Sales Representative Departures and Customer Reassignment Strategies in Business-to-Business Markets

# publications[].label
Uphill or Downhill? Locating the Firm on a Profit Function

# publications[].label
The effect of firms' structural designs on advertising and personal selling returns

# publications[].label
Dynamic Marketing Budgeting for Platform Firms: Theory, Evidence, and Application

# publications[].label
Effects of opening and closing stores on chain retailer performance

# publications[].label
Customer satisfaction, loyalty behaviors, and firm financial performance: what 40 years of research tells us

# publications[].label
Assessing Sales Contest Effectiveness: The Role of Salesperson and Sales District Characteristics

# publications[].label
Effect of Customer-Centric Structure on Long-Term Financial Performance

# publications[].publisher
Institute for Operations Research and the Management Sciences (INFORMS)

# streetAddress
Texas A&M University; Marketing; 4112 TAMU