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Raji Srinivasan - The University of Texas at Austin, McCombs School of Business. Austin, TX, US

Raji Srinivasan Raji Srinivasan

Professor, Department of Marketing | The University of Texas at Austin, McCombs School of Business


Raji Srinivasan's two main areas of expertise are in organizational innovation and marketing metrics.


Areas of Expertise (5)

Marketing Metrics & Analytics Organizational Innovation Franchising Consumer Behaviour Social Marketing


Raji Srinivasan is Professor of Marketing and Spurgeon Bell Centennial Fellow at the Red McCombs School of Business, University of Texas at Austin. She was appointed the school's first associate dean for diversity and inclusion on July 1, 2018. Professor Srinivasan received her PhD from Pennsylvania State University and an MBA from the Indian Institute of Management, Ahmedabad, India. She has a Masters Degree in Physics from Madras Christian College, Chennai, India and a Bachelors Degree in Physics from Women’s Christian College, Chennai, India.

Her papers have appeared in the Journal of Marketing, International Journal of Research in Marketing and Management Science.

Professor Srinivasan’s research interests are in the areas of organizational innovation and marketing metrics.

Professor Srinivasan is the inaugural winner of the Erin Anderson Award for an Emerging Female Marketing Scholar and Mentor (2009) and American Marketing Association’s Varadarajan Award for Early Career Contributions in the area of marketing strategy and management (2010).





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9th Annual Alumni Business Conference - Raji Srinivasan Tectonic Shifts in a Recession


Education (4)

Pennsylvania State University: Ph.D., Business Administration (Marketing) 2000

Indian Institute of Management, Ahmedabad, India: MBA., Marketing 1983

Madras Christian College, Madras, India: M.Sc., Physics 1981

Madras Christian College, Madras, India: B.Sc., Physics 1979

Media Appearances (6)

Indore: 300 participants present papers on varied marketing themes

Free Press Journal  online


Her talk was followed by that of Prof Raji Srinivasan, McCombs School of Business, University of Texas, Austin. Her topic of address was ‘Creating Value by Managing Customers (Not Products)’. Discussing about two big giants—Amazon and Adobe, which understood their customer needs with changing time, she implied customer life value (CLV) to their marketing strategy and utilised it for gaining profits.

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Research finds reason advertising boosts stock prices for some companies and not others

IU Bloomington Newsroom  online


By 2017, total advertising expenditures are expected to reach upwards of $136 billion. While nearly every researcher believes advertising boosts sales, beliefs are mixed regarding its effectiveness on stock price. The paper, “Advertising Effectiveness: The Moderating Effect of Firm Strategy,” with co-authors are Leigh McAlister and Raji Srinivasan, marketing professors at the McCombs School, explains cost leadership strategy firm's advertising will not improve their stock prices.

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For graduating seniors, end of college forces re-evaluation of relationship

The Daily Texan  online


For someone who has observed a fair share of college romances, to put it into numerical perspective, marketing professor Raji Srinivasan said, “I would say [I have seen] about 50 percent of relationships succeed and fail in my time at UT.”...

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The See-Food Diet: How Transparent Packaging Affects Eating

PRNewsWire  online


The paper, by Professors Xiaoyan Deng of Ohio State University's Fisher College of Business and Raji Srinivasan of McCombs School of Business at the University of Texas in Austin, appears in the July 2013 issue of the American Marketing Association's Journal of Marketing. The study placed experimental subjects in a common snacking environment: in front of the television (where 70 percent of all snacks are consumed). Researchers told the subjects that they would be evaluating advertisements that ran during episodes of the popular sitcom "The Office."...

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s marijuana mania builds, POT stock ticker symbol is suddenly up for grabs

Financial Post  online


Research by Raji Srinivasan, a McCombs School of Business professor at The University of Texas at Austin, examined the importance of congruent ticker symbols — those that are similar to a company’s corporate name, such as DELL for Dell Inc.

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Uncertainty, Prospectus Content, and the Pricing of Initial Public Offerings

Harvard Law School Forum on Corporate Governance and Financial Regulation  online


Setting the offer price of an initial public offering (IPO) to accurately reflect the value of a firm’s common stock creates high stakes for both the firm and its underwriters. Pricing the shares too low would result in a wealth transfer from old shareholders to new shareholders; pricing the shares too high may result in a failed issue, or poor initial returns that adversely affect the reputation of the firm and underwriter. In a new working paper, we study how information is incorporated into the price of initial public offerings.

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Articles (5)

Advertising, research and development, and systematic risk of the firm Journal of Marketing


Marketing executives are being urged to speak in the language of finance to gain
internal support for marketing initiatives. Responding to this call, the authors examine the
impact of a firm's advertising and its research and development (R&D) on the systematic ...

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Strategic firm commitments and rewards for customer relationship management in online retailing Journal of Marketing


Academic studies offer a generally positive portrait of the effect of customer
relationship management (CRM) on firm performance, but practitioners question its value.
The authors argue that a firm's strategic commitments may be an overlooked ...

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Turning adversity into advantage: Does proactive marketing during a recession pay off? International Journal of Research in Marketing


Recessions can severely affect the performance of firms, and even their very survival.
However, all firms are not equally affected by a recession. Some firms view recessions as
opportunities to strengthen their businesses, invest aggressively and establish their ...

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First in, first out? The effects of network externalities on pioneer survival Journal of Marketing


Network externalities are playing an increasingly important role in the economy,
and they have significant implications for firms' marketing strategies. The authors study the
effects of network externalities in conjunction with other product and firm characteristics on ...

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Technological opportunism and radical technology adoption: an application to e-business Journal of Marketing


Using the resource-based view of the firm, the authors hypothesize that differences
in adoption of radical technologies among firms can be attributed to a sense-and-respond
capability of firms with respect to new technologies, which is termed technological ...

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