Publications

Ramani, Nandini, and Raji Srinivasan (2019), “Effects of Liberalization on Incumbent Firms’ Marketing Mix Responses and Performance: Evidence from a Quasi-Experiment,” forthcoming at the Journal of Marketing, September 2019.

Ordabayeva, Nailya, and Raji Srinivasan (2019), “The Effects of the Salience of the Sound of Food on Consumption” Appetite, 138, 260-268.

Srinivasan, Raji, and Nandini Ramani (2019), “With Power Comes Responsibility: How Powerful Marketing Departments Can Help Prevent Myopic Management,” Journal of Marketing83(3), 108-125.

Srinivasan, Raji, and Gary L. Lilien (2018), “Innovation and New Product Performance,” Review of Marketing Research, 15, 233-258.

Srinivasan, Raji, Girish Mallapragada, and Stefan Wuyts (2018), “Board Interlocks and New Product Introductions,” Journal of Marketing, 82(1):132-148.

Srinivasan, Raji, and Nandini Ramani (2017), Book Chapter “Digital Multisided Platforms: An Innovation Research Agenda” forthcoming in Handbook of New Product Development Research, editors, Peter N. Golder and Deb Mitra.

Deepa Chandrasekaran, Raji Srinivasan, and Debika Sihi (2017), “Designing Offline Ad Content to Increase Online Search,” Journal of the Academy of Marketing Science.

Becerril, Rafael, Chen Zhou, Raji Srinivasan, and Dan Seldin (2017), “Returns to Service Quality in Partnered Hybrid Offerings,” Journal of Marketing, 81(5), 86-103.

Srinivasan, Raji, and Nandini Ramani (2017), “Social Media Platforms: An Innovation Research Agenda” invited book chapter in Handbook of New Product Development Research, edited by Peter Golder and Deb Mitra.

Mallapragada, Girish, and Raji Srinivasan (2018), “Innovativeness as an Unintended Outcome of Franchising: Insights from Restaurant Chains” Decision Sciences. doi:10.1111/deci.12258

Leigh McAlister, Raji Srinivasan, Niket Jindal, and Albert A. Cannella (2016), “Advertising Effectiveness: The Moderating Effect of Firm Strategy,” Journal of Marketing Research, 53 (2), 207-224.

Raji Srinivasan (2014), “Social Media and Online Networks,”  Journal of Marketing, Curated Article, by invitation. Click here for PDF.

Raji Srinivasan and Nita Umashankar (2014), “There’s Something in a Name: Value Relevance of Congruent Ticker Symbols,” forthcoming in Customers Needs and Solutions. Click here for PDF.

Sridhar, Shrihari, Sriram Narayanan, and Raji Srinivasan (2014), “Dynamic Relationships among R&D, Advertising, Inventory and Firm Performance,” Journal of the Academy of Marketing Science, 42(3), 277-290. (equal contribution, random order of authors).  Click here for PDF.

Umashankar, Nita and Raji Srinivasan, “Designing Effective Social Interventions: Insights from a Vocational Intervention for the Indian Sex Worker Community,”  at the Journal of Public Policy and Marketing.Click here for PDF..

Covered in Texas Enterprise (June 2014)

http://www.texasenterprise.utexas.edu/2014/06/30/leadership/beyond-brothel-can-we-break-global-human-trafficking-cycle

Deng, Xiaoyan and Raji Srinivasan, “Does Transparent Packaging Increase (or Decrease) Food Consumption?” at the Journal of Marketing. Click here for PDF.

Raji Srinivasan, Shrihari Sridhar, Sriram Narayanan, and Debika Sihi, “Effects of Opening and Closing Stores of Chain Retailer Performance” at the Journal of Retailing. Click here for PDF.

Covered by Booz Allen Hamilton in their magazine business+strategy. Click here for URL.

Shrihari Sridhar and Raji Srinivasan (2012), “Social Influence Effects in Online Product Ratings” Journal of Marketing, 76 (5), 70–88.  Click here for PDF.

Srinivasan, Raji (2012), “Marketing Metrics for Business-to-Business Firms,” book chapter in Business-to-Business Handbook, edited by Gary L. Lilien and Rajdeep S. Grewal and published by the Institute for the Study of Business Markets, Pennsylvania State  University

Srinivasan, Raji and Debika Sihi (2012), “Marketing Information Disclosures: A Review and Research Agenda,” book “Marketing Metrics, edited by Shankar Ganesan.

Srinivasan, Raji, Gary L. Lilien, Arvind Rangaswamy, Gina M. Pingitore and Daniel M. Seldin (2012), “Total Product Design Concept: An Application to the US Automotive Industry,” forthcoming at the Journal of Product Innovation Management. Click here for PDF.

Umashankar, Nita, Raji Srinivasan, and Dustin Hindman (2011), “Developing Customer Service Innovations for Service Employees: Insights from a High Technology Firm,” Journal of Service Research, 14(May), 164-179.  Click here for PDF.

Srinivasan, Raji, Gary L. Lilien, and Shrihari Sridhar (2011), “Should Firms Spend More on R&D and Advertising during Recessions?” Journal of Marketing, 79(May), 49-65. Click here for PDF.

Varadarajan, Rajan, Raji Srinivasan, Gautham Gopal Vadakkepatt, Manjit S. Yadav, Paul A. Pavlou, Sandeep Krishnamurthy, and Tom Krause (2010), “Interactive Technologies and Retailing Strategy: A Review, Conceptual Framework and Future Research Directions, in the special issue of Journal of Interactive Marketing on “Emerging Perspectives on Marketing in a Multimedia and Multichannel Retail Environment”, 24(2), 96-110. Click here for PDF.

Bowman, Doug, Min Ding, Rajdeep Grewal, V. Kumar, Gary L. Lilien, Das Narayandas, Renana Peres, and Raji Srinivasan (2010), “Calculating, Creating, and Claiming Value  in Business Markets: Status and Research Agenda,” Marketing Letters, 21, 287-299. Click here for PDF.

Srinivasan, Raji, Gary L. Lilien and Arvind Rangaswamy (2008) “The Effects of Diversity of Product-Market Portfolio on New Firm Exit” International Journal of Research in Marketing, 25, 119-128. Click here for PDF.
* Finalist for IJRM Best Paper for 2008

Srinivasan, Raji (2008), “Sources, Characteristics and Effects of Emerging Technologies: Research Opportunities in Innovation,” Industrial Marketing Management, Special issue on Marketing of High-Tech Products and Innovations, 37, 633-640. (by invitation). Click here for PDF.

Srinivasan, Raji, Pamela Haunschild, and Rajdeep Grewal (2007) “Vicarious Learning in New Product Introductions in the Early Years of a Converging Market” Management Science, 53(1), 16-28. Click here for PDF.

McAlister, Leigh, Raji Srinivasan, and MinChung Kim (2007), “Advertising, Research and Development, and Systematic Risk of the Firm,” Journal of Marketing, 71 (1), 35-    48. Click here for PDF.
* Finalist for Journal of Marketing’s 2007 Marketing Science Institute/H. Paul Root Award.

Srinivasan, Raji, Gary L. Lilien and Arvind Rangaswamy (2006), “The Emergence of Dominant Designs” Journal of Marketing, 70(April), 1-17. Click here for PDF.

Srinivasan, Raji (2006), “Dual Distribution and Intangible Firm Value: Franchising in Restaurant Chains” Journal of Marketing, 70(July), 120-35. Click here for PDF.

Srinivasan, Raji, and Christine Moorman (2005), “Strategic Firm Commitments and Rewards for Customer Relationship Management in Online Retailing” Journal of Marketing, 69(October), 193-200. Click here for PDF.

Srinivasan, Raji, Gary L. Lilien and Arvind Rangaswamy (2005), “Turning Adversity into Advantage: Does Proactive Marketing during a Recession Pay off?” International Journal of Research in Marketing, 22 (June) 109-125. Click here for PDF.

* IJRM Best Paper for 2005.
Srinivasan, Raji, Gary L. Lilien, and Arvind Rangaswamy (2004), “First In, First Out? The  Effects of Network Externalities on Pioneer Survival”, Journal of Marketing, 68  (January), 41-58. Click here for PDF.

Srinivasan, Raji and Sundar Bharadwaj (2004), “Event Studies in Marketing Strategy Research”—invited chapter in the book on “Assessing Marketing Strategy Performance” edited by Christine Moorman and Don Lehmann, published by the Marketing Science Institute in Summer 2004. Click here for PDF.

Srinivasan, Raji, Gary L. Lilien and Arvind Rangaswamy (2002), “Technological Opportunism and Radical Technology Adoption: An Application to E-business,” Journal of Marketing, 66 (July), 47-60. Click here for PDF.

Mahajan, Vijay, Raji Srinivasan and Jerry Wind (2002), “The Dot. com Retail Failures of 2000: Were there any Winners?” Journal of the Academy of Marketing Science, 30 (Special Issue), 474-486. Click here for PDF.

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