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Srinivas Sridharan
Assistant
Professor
Srinivas Sridharan is an
Assistant Professor of Marketing. He has a PhD
in Marketing from the Kelley School of Business,
Indiana University, USA. Prior to the academic
career, Professor Sridharan worked as an
engineer in India. He has a BE (Hons) in
Mechanical Engineering and an MSc (Hons) in
Physics from Birla Institute of Technology and
Science, Pilani, India.
Professor Sridharan's
research investigates marketing phenomena in
subsistence contexts in emerging economies
(Asia, India), commonly known as ‘base of the
pyramid’ markets. He has examined issues of
marketing and product development strategy,
marketplace literacy, consumer welfare,
entrepreneurship, and sustainability. Findings
have appeared in the Journal of Public Policy
& Marketing, Journal of Business Research,
Journal of Consumer Marketing, and Ivey
Business Journal. His research carries
implications for business in emerging economies
and has been profiled in the executive briefing
report of the Economist Intelligence Unit. He
holds a 3-year Social Sciences and Humanities
Research Council grant in collaboration with
colleagues Robin Ritchie and Madhu Viswanathan.
Professor Sridharan also
conducts research in sales force management and
strategic marketplace orientations. His recent
findings have appeared in Industrial
Marketing Management, and several other
papers are in the pipeline. He has examined
settings of large corporations in North America
and in ongoing projects, is expanding his
investigations to small and medium enterprises
in emerging economies. He holds a 3-year SSHRC
grant in collaboration with colleagues Mary
Crossan and Hari Bapuji.
Professor Sridharan has done
B2B sales and marketing of industrial
electronics systems in India, consulted for Eli
Lilly & Company on market research projects, and
participated in executive education programs on
marketing management for IBM Corporation.
PROGRAM TEACHING
Marketing
Management, Sales Management, Marketing Theory, Value
Co-Creation in Developing Markets, Market Leadership
SELECTED
PUBLICATIONS
-
“Consumption and Entrepreneurship in
Subsistence Marketplaces,” Journal of
Business Research (forthcoming), with
Madhubalan Viswanathan and Robin Ritchie
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“Salesperson Navigation Behavior:
Antecedents and Consequences,” Industrial
Marketing Management (forthcoming), with
Christopher Plouffe and Donald Barclay
- “Designing
Marketplace Literacy Education in
Resource-Constrained Contexts: Implications
for Public Policy and Marketing,” Journal
of Public Policy and Marketing (2009),
Vol.28, Issue 1, p85-94, with Madhubalan
Viswanathan, Roland Gau, and Robin Ritchie
- “From
Subsistence to Sustainable Marketplaces: A
Bottom-Up Perspective of the Role of
Business in Poverty Alleviation,” Ivey
Business Journal (Online), March-April
(2009), with Madhubalan Viswanathan,
[profiled in the Economist Intelligence Unit
Executive Briefing, April 24, 2009]
- “Marketing
in Subsistence Marketplaces: Consumption and
Entrepreneurship in a South Indian Context,”
Journal of Consumer Marketing (2008),
Vol. 25, Issue 7, p455-462, with Madhubalan
Viswanathan
- “Marketing
Strategies for Subsistence Marketplaces,”
Alleviating Poverty through Business
Strategy, Charles Wankel (Editor),
Palgrave Macmillan (2008), with Madhubalan
Viswanathan and Robin Ritchie
- “Marketing
in Subsistence Markets: Innovation through
Decentralization and Externalization,”
Product and Market Development for
Subsistence Marketplaces: Consumption and
Entrepreneurship Beyond Literacy and
Resource Barriers, Jose Rosa and Madhu
Viswanathan (Editors), Advances in
International Management Series, Joseph
Cheng and Michael Hitt (Series Editors),
Elsevier (2007), with Robin Ritchie.
- “External
Knowledge Acquisition Strategies and
Performance: A Multi-Level Examination,”
Proceedings of Organizational Learning,
Knowledge, and Capabilities Conference
(2007), with Hari Bapuji and Mary Crossan
EXPERIENCE
2003-Present: Assistant
Professor, Richard Ivey School of Business,
CANADA
2002-2003: Visiting Lecturer, Kelley School
of Business, Indiana University, USA
1998-2002: Associate Instructor, Kelley
School of Business, Indiana University, USA
1995-1997: Project Engineer (Marketing and
Sales), Philips Electronics Ltd, INDIA
EXPERTISE
Developing and emerging
markets, Market knowledge management,
Stakeholder and Sustainability perspectives
in Marketing, Sales management, Multilevel
methods
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