Shuba Srinivasan

Boston University - Questrom School of Business

Associate Professor of Marketing

595 Commonwealth Avenue

Boston, MA MA 02215

United States

http://smgnet.bu.edu/mgmt_new/profiles/SrinivasanShuba.html

SCHOLARLY PAPERS

15

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CITATIONS
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in Total Papers Citations

75

Scholarly Papers (15)

1.

Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions

Boston U. School of Management Research Paper No. 2009-6
Number of pages: 45 Posted: 25 May 2008 Last Revised: 27 Mar 2012
Shuba Srinivasan and Dominique M Hanssens
Boston University - Questrom School of Business and University of California, Los Angeles (UCLA) - Anderson School of Management
Downloads 1,891 (5,305)
Citation 18

Abstract:

Marketing investments, investor response, firm valuation

2.

Do Promotions Benefit Manufacturers, Retailers or Both?

ERIM Report Series Reference No. ERS-2002-21-MKT
Number of pages: 49 Posted: 20 Feb 2003
Boston University - Questrom School of Business, Ozyegin University, University of California, Los Angeles (UCLA) - Anderson School of Management and Catholic University of Leuven (KUL) - Department of Applied Economics
Downloads 871 (20,679)
Citation 23

Abstract:

long-term profitability, sales promotions, category management, empirical generalizations, vector-autoregressive models

3.

The Long-Term Impact of New-Product Introductions and Promotions on Financial Performance and Firm Value

Tuck School of Business Working Paper No. 03-05
Number of pages: 48 Posted: 05 Mar 2003
Ozyegin University, University of California, Riverside (UCR) - A. Gary Anderson Graduate School of Management, Boston University - Questrom School of Business and University of California, Los Angeles (UCLA) - Anderson School of Management
Downloads 728 (25,443)
Citation 6

Abstract:

4.

Branding and Firm Value

HANDBOOK OF MARKETING AND FINANCE, Shankar Ganesan and Sunder Bharadwaj, eds., Edward Elgar Publishing, 2011
Number of pages: 58 Posted: 12 Feb 2011
Shuba Srinivasan, Liwu Hsu and Susan Fournier
Boston University - Questrom School of Business, Boston University - Questrom School of Business and Boston University
Downloads 587 (26,903)
Citation 3

Abstract:

Branding, Shareholder Value, Firm Risk, Brand Management, Marketing-Finance

5.

Product Innovations, Advertising and Stock Returns

Journal of Marketing, January 2009
Number of pages: 47 Posted: 25 May 2008
Boston University - Questrom School of Business, Ozyegin University, University of California, Riverside (UCR) - A. Gary Anderson Graduate School of Management and University of California, Los Angeles (UCLA) - Anderson School of Management
Downloads 581 (33,213)
Citation 12

Abstract:

Marketing investments, innovations, advertising, stock returns, stock-return response modeling

6.

The Impact of Online Product Reviews on Product Returns

Boston U. School of Management Research Paper No. 2491276
Number of pages: 61 Posted: 04 Sep 2014 Last Revised: 14 Apr 2017
Nachiketa Sahoo, Chrysanthos Dellarocas and Shuba Srinivasan
Boston University - Questrom School of Business, Boston University, Questrom School of Business - Department of Information Systems and Boston University - Questrom School of Business
Downloads 399 (58,443)

Abstract:

product returns, online reviews, purchase uncertainty, return cost

7.

When Do Price Thresholds Matter in Retail Categories?

Marketing Science, Vol. 26, No. 1, pp. 83-100, January-February 2007
Number of pages: 18 Posted: 09 Mar 2004 Last Revised: 23 May 2008
Koen H. Pauwels, Shuba Srinivasan and Philip Hans Franses
Ozyegin University, Boston University - Questrom School of Business and Erasmus University Rotterdam (EUR) - Department of Econometrics
Downloads 298 (75,094)
Citation 2

Abstract:

kinked demand curve, smooth-transition regression models, time-series analysis, asymmetric price

8.

Retail-Price Drivers and Retailer Profits

Marketing Science, Vol. 26, No. 4, pp. 473-487, July-August 2007
Number of pages: 15 Posted: 25 May 2008
Vincent R. Nijs, Shuba Srinivasan and Koen H. Pauwels
Northwestern University - Department of Marketing, Boston University - Questrom School of Business and Ozyegin University
Downloads 216 (111,419)
Citation 10

Abstract:

retail-price drivers, retailer profits, time-series models, generalized forecast error variance

9.

Mindset Metrics in Market Response Models: An Integrative Approach

Journal of Marketing Research, Vol. XLVII, pp. 672-684, August 2010
Number of pages: 13 Posted: 08 Oct 2011
Shuba Srinivasan, Marc Vanhuele and Koen Pauwels
Boston University - Questrom School of Business, HEC Paris - Marketing and Ozyegin University
Downloads 188 (100,829)
Citation 4

Abstract:

customer mind-set metrics, market response models, timeseries models, vector autoregressive models, forecast error

10.

Demand-Based Pricing Versus Past-Price Dependence: A Cost-Benefit Analysis

Journal of Marketing, Vol. 72, pp. 15-27, March 2008
Number of pages: 14 Posted: 25 May 2008
Shuba Srinivasan, Koen H. Pauwels and Vincent R. Nijs
Boston University - Questrom School of Business, Ozyegin University and Northwestern University - Department of Marketing
Downloads 165 (135,949)

Abstract:

demand-based pricing, past-price dependence, retail-price drivers, time-series models

11.

Perils of Using OLS to Estimate Multimedia Communications Effects

Journal of Advertising Research, September 2007
Number of pages: 13 Posted: 25 May 2008
Prasad A. Naik, Don Schultz and Shuba Srinivasan
University of California, Davis, Northwestern University - Integrated Marketing Communications Program and Boston University - Questrom School of Business
Downloads 147 (153,216)

Abstract:

advertising, multimedia communication, OLS, Wiener-Kalman filtering

12.

Reference-Based Transitions in Short-Run Price Elasticity

ERIM Report Series Reference No. ERS-2003-095-MKT
Number of pages: 49 Posted: 04 Jul 2008
Koen H. Pauwels, Philip Hans Franses and Shuba Srinivasan
Ozyegin University, Erasmus University Rotterdam (EUR) - Department of Econometrics and Boston University - Questrom School of Business
Downloads 124 (186,724)

Abstract:

kinked demand curve, smooth-transition regression models, competitive versus historical reference prices, asymmetric price thresholds, saturation versus assimilation/contrast effects, empirical generalizations

Optimal Advertising When Envisioning a Product-Harm Crisis

Number of pages: 42 Posted: 19 Jul 2011
Olivier Rubel, Prasad A. Naik and Shuba Srinivasan
University of California, Davis - Graduate School of Management, University of California, Davis and Boston University - Questrom School of Business
Downloads 116 (197,262)

Abstract:

Product Harm Crisis, Optimal Advertising, Stochastic Optimal Control, Random Stopping Problem, Kalman Filter, Ford Explorer Rollover

Optimal Advertising When Envisioning a Product-Harm Crisis

Marketing Science, Forthcoming
Posted: 19 Jul 2011
Olivier Rubel, Prasad A. Naik and Shuba Srinivasan
University of California, Davis - Graduate School of Management, University of California, Davis and Boston University - Questrom School of Business

Abstract:

Product Harm Crisis, Optimal Advertising, Stochastic Optimal Control, Random Stopping Time Problem, Kalman Filter, Ford Explorer Rollover

14.

Uncovering Characteristic Paths to Purchase of Consumers

Boston University Questrom School of Business Research Paper No. 2619674
Number of pages: 51 Posted: 18 Jun 2015 Last Revised: 06 Jan 2017
Boston University - Questrom School of Business, Boston University - Questrom School of Business, Boston University - Questrom School of Business and Boston University, Questrom School of Business - Department of Information Systems
Downloads 79 (58,103)

Abstract:

Path to purchase, Generalized multivariate autoregressive (GMAR) model, Customer segmentation, dynamic programming model, optimal marketing policy

15.

Advertising’s Long-Term Impact on Brand Price Elasticity Across Brands and Categories

HEC Paris Research Paper No. MKG-2016-1153
Number of pages: 59 Posted: 24 May 2016 Last Revised: 04 Jul 2016
Berk Ataman, Koen Pauwels, Shuba Srinivasan and Marc Vanhuele
Koc University, Ozyegin University, Boston University - Questrom School of Business and HEC Paris - Marketing
Downloads 0 (244,737)

Abstract:

advertising, price elasticity, mindset metrics, long-term effects, dynamic linear models, and empirical generalization