V. "Seenu" Srinivasan is an American scholar in the field of

marketing science Marketing science is a field that approaches marketing''—''the understanding of customer needs, and the development of approaches by which they might be fulfilled''—''predominantly through scientific methods, rather than through tools and te ...

. He is the Adams Distinguished Professor of Management, Emeritus at the

Stanford Graduate School of Business The Stanford Graduate School of Business is the Postgraduate education, graduate business school of Stanford University, a Private university, private research university in Stanford, California. For several years it has been the most selective ...

Stanford University Leland Stanford Junior University, commonly referred to as Stanford University, is a Private university, private research university in Stanford, California, United States. It was founded in 1885 by railroad magnate Leland Stanford (the eighth ...

. Srinivasan is known for his research on

market research Market research is an organized effort to gather information about target markets and customers. It involves understanding who they are and what they need. It is an important component of business strategy and a major factor in maintaining com ...

and

conjoint analysis Conjoint analysis is a survey-based statistical technique used in market research that helps determine how people value different attributes (feature, function, benefits) that make up an individual product or service. The objective of conjoint an ...

. Srinivasan received his bachelor's degree in Mechanical Engineering from the

Indian Institute of Technology, Madras The Indian Institute of Technology Madras (IIT Madras or IIT-M) is a Public university, public technical university located in Chennai, Tamil Nadu, India. It is one of the eight public Institutes of Eminence of India. As an Indian Institutes of ...

. He worked for two years as a production-planning engineer at

Larsen & Toubro Larsen & Toubro Limited, abbreviated as L&T, is an Indian multinational conglomerate, with interests in industrial technology, heavy industry, engineering, construction, manufacturing, power, information technology, defence and financial se ...

, Mumbai prior to joining

Carnegie-Mellon University Carnegie Mellon University (CMU) is a Private university, private research university in Pittsburgh, Pennsylvania, United States. The institution was established in 1900 by Andrew Carnegie as the Carnegie Technical Schools. In 1912, it became t ...

where he received his MS and PhD in industrial administration.

Education

Srinivasan received his

Bachelor of Technology A Bachelor of Technology (BTech) is an undergraduate degree that is awarded for a higher education program in engineering. Countries Australia In Australia, the Bachelor of Technology degree is offered by RMIT University, Edith Cowan Univ ...

degree in Mechanical Engineering from the

Indian Institute of Technology Madras The Indian Institute of Technology Madras (IIT Madras or IIT-M) is a public technical university located in Chennai, Tamil Nadu, India. It is one of the eight public Institutes of Eminence of India. As an Indian Institute of Technology (IIT), ...

, in 1966. He completed his bachelor's degree with the highest distinction possible, President of India Gold Medalist. He received his Master of Science and PhD degrees from

Carnegie Mellon University Carnegie Mellon University (CMU) is a private research university in Pittsburgh, Pennsylvania, United States. The institution was established in 1900 by Andrew Carnegie as the Carnegie Technical Schools. In 1912, it became the Carnegie Institu ...

Graduate School of Industrial Administration The Tepper School of Business is the business school of Carnegie Mellon University. It is located in the university's campus in Pittsburgh, Pennsylvania. The school offers degrees from the undergraduate through doctoral levels, in addition to ...

in 1971.

Research

Srinivasan's early research was in operations research, in particular, on transportation and related problems. He is well known for his contributions to

. In fact, the name conjoint analysis was coined by him and the late Prof. Paul Green in their 1978 ''Journal of Consumer Research'' paper. He co-developed the LINMAP and ASEMAP estimation methods for conjoint analysis. He is also known for his contributions to the theory of salesforce compensation plans, measurement of brand equity, optimal product positioning, and market structuring (the nature of substitutability among brands in a product category).

Recognition

Srinivasan is a

Fellow A fellow is a title and form of address for distinguished, learned, or skilled individuals in academia, medicine, research, and industry. The exact meaning of the term differs in each field. In learned society, learned or professional society, p ...

of the American Marketing Association,

Institute for Operations Research and the Management Sciences The Institute for Operations Research and the Management Sciences (INFORMS) is an international society for practitioners in the fields of operations research Operations research () (U.S. Air Force Specialty Code: Operations Analysis), often s ...

(INFORMS), and the INFORMS Society for Marketing Science (ISMS). He has received several major research career awards in quantitative marketing: Parlin, Churchill, Converse, and Weaver awards; in addition, he has won ten best research paper awards. The American Marketing Association has established the “Seenu Srinivasan Young Scholar Award in Quantitative Marketing” awarded each year.

References

External links

GSB Stanford Department Page

Biography of V. Srinivasan
from the Institute for Operations Research and the Management Sciences {{DEFAULTSORT:Srinivasan, V Living people American people of Indian descent American businesspeople Stanford University faculty Fellows of the American Marketing Association Fellows of the Institute for Operations Research and the Management Sciences IIT Madras alumni Year of birth missing (living people)