Sridhar Narayanan

Stanford Graduate School of Business

Professor of Marketing

655 Knight Way

Stanford, CA 94305-5015

United States

http://https://gsbapps.stanford.edu/facultybios/bio.asp?ID=409

  • Stanford Graduate School of Business

    • Email
    • Tel: 650-723-9675
SCHOLARLY PAPERS

17

DOWNLOADS

5,476

TOTAL CITATIONS

150

Scholarly Papers (17)

Actions:
Email selected abstracts
1.

The Informative Versus Persuasive Role of Marketing Communication in New Product Categories: An Application to the Prescription Antihistamines Market

Number of pages: 47 Posted: 26 Nov 2003
Sridhar Narayanan, Puneet Manchanda and Pradeep K. Chintagunta
Stanford Graduate School of Business, University of Michigan, Stephen M. Ross School of Business and University of Chicago
Downloads 1,309 (31,372)
Citation 38

Abstract:

Loading...

Marketing Communication, Detailing, Learning Models, Discrete Choice Models, Structural Models, Generalized Method of Moments, Pharmaceutical Industry, Antihistamines

2.

An Experimental Investigation of the Effects of Retargeted Advertising: The Role of Frequency and Timing

Stanford University Graduate School of Business Research Paper No. 16-47
Number of pages: 50 Posted: 17 Oct 2016 Last Revised: 10 Apr 2018
Navdeep S. Sahni, Sridhar Narayanan and Kirthi Kalyanam
Stanford Graduate School of Business, Stanford Graduate School of Business and Santa Clara University
Downloads 1,062 (42,379)
Citation 26

Abstract:

Loading...

Internet marketing; Online advertising; Field experiment; Timing of ads

3.

An Empirical Analysis of Individual Level Casino Gambling Behavior

Stanford University Graduate School of Business Research Paper No. 2003 (R1)
Number of pages: 51 Posted: 22 Oct 2008 Last Revised: 09 Jan 2012
Sridhar Narayanan and Puneet Manchanda
Stanford Graduate School of Business and University of Michigan, Stephen M. Ross School of Business
Downloads 740 (69,476)
Citation 7

Abstract:

Loading...

addiction, gambling behavior, selection models, casino gaming and gambling, Hierarchical Bayes Methods, slots

4.

Heterogeneous Learning and the Targeting of Marketing Communication for New Products

Number of pages: 43 Posted: 12 Oct 2006
Sridhar Narayanan and Puneet Manchanda
Stanford Graduate School of Business and University of Michigan, Stephen M. Ross School of Business
Downloads 724 (71,658)
Citation 39

Abstract:

Loading...

Resource Allocation, Pharmaceutical Markets, Learning Models, Markov Chain Monte Carlo Methods

5.

Modernizing Retailers in an Emerging Market: Investigating Externally-focused and Internally-focused Approaches

Number of pages: 78 Posted: 20 Oct 2020 Last Revised: 24 May 2021
Stephen Anderson‐Macdonald, Leo Iacovone, Shreya Kankanhalli and Sridhar Narayanan
Texas A&M University Central Texas, World Bank, Cornell SC Johnson College of Business and Stanford Graduate School of Business
Downloads 495 (115,283)
Citation 2

Abstract:

Loading...

Retail, Emerging markets, Field experiment

6.

The Causal Effect of Attention and Recognition on the Nature of User-Generated Content: Experimental Results from an Image-Sharing Social Network

Stanford University Graduate School of Business Research Paper, Forthcoming
Number of pages: 37 Posted: 09 Aug 2022
Justin T. Huang, Rupali Kaul and Sridhar Narayanan
Ross School of Business, INSEAD and Stanford Graduate School of Business
Downloads 308 (196,875)

Abstract:

Loading...

User-generated content, machine learning, transfer learning, image recognition, field experiments, award recognition, attention

7.

Identifying Causal Marketing-Mix Effects Using a Regression Discontinuity Design

Stanford University Graduate School of Business Research Paper No. 2039 (R)
Number of pages: 39 Posted: 21 Dec 2009 Last Revised: 04 Jun 2011
Wesley R. Hartmann, Harikesh Nair and Sridhar Narayanan
Stanford Graduate School of Business, Stanford University - Graduate School of Business and Stanford Graduate School of Business
Downloads 209 (289,404)
Citation 5

Abstract:

Loading...

endogeneity, discontinuity, treatment effects, selection, direct-mail, regression, nonparametric identification, targeted marketing, casinos

8.

Investigating Complementarities in Subscription Software Usage Using Advertising Experiments

Stanford University Graduate School of Business Research Paper Forthcoming
Number of pages: 57 Posted: 21 Sep 2021 Last Revised: 12 Sep 2022
Jon Zeller and Sridhar Narayanan
Stanford Graduate School of Business and Stanford Graduate School of Business
Downloads 151 (385,409)
Citation 1

Abstract:

Loading...

complementarities, subscription goods, digital goods, advertising, causal effects, field experiments

9.

Effects of Attention and Recognition on Engagement, Content Creation and Sharing: Experimental Evidence from an Image Sharing Social Network

Stanford University Graduate School of Business Research Paper
Number of pages: 43 Posted: 07 Jan 2021
Justin T. Huang and Sridhar Narayanan
Ross School of Business and Stanford Graduate School of Business
Downloads 148 (391,831)

Abstract:

Loading...

User Generated Content, Attention Effects, Recognition Effects, Social Networks, Causal Effects, Field Experiments

10.

Estimating Causal Installed-Base Effects: A Bias-Correction Approach

Downloads 133 (426,281)
Citation 30

Estimating Causal Installed-Base Effects: A Bias-Correction Approach

NET Institute Working Paper No. 11-22
Number of pages: 52 Posted: 24 Nov 2011
Sridhar Narayanan and Harikesh Nair
Stanford Graduate School of Business and Stanford University - Graduate School of Business
Downloads 89 (574,132)
Citation 21

Abstract:

Loading...

Contagion, Social Interactions, Installed-base Effects, Homophily, Correlated Unobservables, Diffusion, Product Adoption, Toyota Prius

Estimating Causal Installed-Base Effects: A Bias-Correction Approach

Stanford Graduate School of Business Research Paper Series No. 2076
Number of pages: 51 Posted: 21 Mar 2011
Sridhar Narayanan and Harikesh Nair
Stanford Graduate School of Business and Stanford University - Graduate School of Business
Downloads 44 (822,973)
Citation 9

Abstract:

Loading...

contagion, diffusion, installed-base effects, social interactions, correlated unobservables, homophily, product adoption, Toyota Prius

11.

Fintech Failure: Examining B2B and B2C Solutions for Two-Sided Platform Adoption

Stanford University Graduate School of Business Research Paper No. 4712007
Number of pages: 61 Posted: 02 Feb 2024
Shreya Kankanhalli, Stephen Anderson‐Macdonald, Leo Iacovone and Sridhar Narayanan
Cornell SC Johnson College of Business, Texas A&M University Central Texas, World Bank and Stanford Graduate School of Business
Downloads 115 (476,500)

Abstract:

Loading...

Fintech, two-sided platforms, retail, technology adoption, B2B channel, B2C channel marketing

12.

Bayesian Estimation of Discrete Games of Complete Information

Stanford Graduate School of Business Research Paper No. 2079
Number of pages: 57 Posted: 01 Jun 2011
Sridhar Narayanan
Stanford Graduate School of Business
Downloads 82 (596,611)
Citation 2

Abstract:

Loading...

Discrete Games, Markov Chain Monte Carlo Methods, Reversible Jump Algorithm, Bayesian Estimation, Multiple Equilibria

13.

Temporal Differences in the Role of Marketing Communication in New Product Categories

Narayanan, Sridhar, Puneet Manchanda and Pradeep K. Chintagunta (2005) “Temporal Differences in the Role of Marketing Communication for New Product Categories,” Journal of Marketing Research, Vol. 42, No. 3, pp. 278-291.
Posted: 22 Sep 2022
Sridhar Narayanan, Puneet Manchanda and Pradeep K. Chintagunta
Stanford Graduate School of Business, University of Michigan, Stephen M. Ross School of Business and University of Chicago

Abstract:

Loading...

marketing communication, detailing, learning models, discrete choice models, structural models, generalized method of moments, pharmaceuticals, antihistamines

14.

Variety and Risk-Taking in Content Creation: Evidence from a Field Experiment Using Image Recognition Techniques

Posted: 09 Jun 2022
Justin T. Huang, Rupali Kaul and Sridhar Narayanan
Ross School of Business, INSEAD and Stanford Graduate School of Business

Abstract:

Loading...

Awards and Recognition, Content Creation, Image Recognition, Machine Learning, Large Scale Field Experiment

15.

Inefficiencies in Digital Advertising Markets

Journal of Marketing, Forthcoming, Columbia Business School Research Paper Forthcoming
Posted: 30 Sep 2019 Last Revised: 05 May 2020
Brett R. Gordon, Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin and Kenneth C. Wilbur
Northwestern University - Kellogg School of Management, Columbia University - Columbia Business School, Marketing, University of California, Berkeley - Haas School of Business, Stanford Graduate School of Business, Yale School of Management and University of California, San Diego (UCSD) - Rady School of Management

Abstract:

Loading...

Advertising, Antitrust, Digitalization, Inefficiencies, Markets

16.

Roi Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing Mix Interactions

Journal of Marketing, Vol. 68, October 2004
Posted: 05 Jun 2011
Sridhar Narayanan, Ramarao Desiraju and Pradeep K. Chintagunta
Stanford Graduate School of Business, University of Central Florida - College of Business Administration and University of Chicago

Abstract:

Loading...

Marketing Communications, Interactions, Detailing, DTC, Discrete Choice Models, Generalized Method of Moments, Pharmaceutical Industry

17.

The Role of Self Selection, Usage Uncertainty and Learning in the Demand for Local Telephone Service

Quantitative Marketing and Economics, Vol. 5, No. 1, 2007
Posted: 04 Jun 2011
Sridhar Narayanan, Pradeep K. Chintagunta and Eugenio J. Miravete
Stanford Graduate School of Business, University of Chicago and University of Texas at Austin

Abstract:

Loading...

Self-Selection, Uncertainty, Value of Information, Discrete/Continuous Models, Learning Models, Telecommunications, Optional Calling Plans

Other Papers (2)

Total Downloads: 469
Actions:
Email selected abstracts
1.

Does Emotional Matching Between Video Ads and Content Lead to Better Engagement: Evidence from a Large-Scale Field Experiment

Stanford University Graduate School of Business Research Paper
Number of pages: 54 Posted: 14 Jun 2022 Last Revised: 06 Nov 2023
Anuj  Kapoor, Sridhar Narayanan and Amitt Sharma
Indian Institute of Management Ahmedabad, Stanford Graduate School of Business and vdo.ai
Downloads 259 (234,356)

Abstract:

Loading...

Video Advertising, Emotions, Contextual Advertising, Congruence, Consumer Engagement, Field-Experiment

2.

Does Emotional Matching Between Video Ads and Content Lead to Better Engagement: Evidence from a Large-Scale Field Experiment

Stanford University Graduate School of Business Research Paper No. 4185197
Number of pages: 53 Posted: 09 Aug 2022 Last Revised: 09 Dec 2022
Anuj  Kapoor, Sridhar Narayanan and Amitt Sharma
Indian Institute of Management Ahmedabad, Stanford Graduate School of Business and vdo.ai
Downloads 210 (592,054)

Abstract:

Loading...

Video Advertising, Emotions, Contextual Advertising, Congruence, Consumer Engagement, Field-Experiment