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

  • Boston University - Questrom School of Business

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    • Tel: 6173535978
    • Fax: 6173534098
SCHOLARLY PAPERS

19

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56

Scholarly Papers (19)

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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 2,406 (13,017)
Citation 12

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Marketing investments, investor response, firm valuation

2.

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 1,277 (34,622)
Citation 15

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product returns, online reviews, purchase uncertainty, return cost

3.

Do Promotions Benefit Manufacturers, Retailers or Both?

Number of pages: 49 Posted: 20 Feb 2003
Shuba Srinivasan, Koen H. Pauwels, Dominique M Hanssens and M. G. Dekimpe
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 1,030 (47,211)
Citation 4

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

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 958 (52,272)

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

5.

Uncovering Characteristic Response Paths of a Population

Boston University Questrom School of Business Research Paper No. 2619674
Number of pages: 38 Posted: 18 Jun 2015 Last Revised: 10 Jun 2020
Yicheng Song, Nachiketa Sahoo, Shuba Srinivasan and Chrysanthos Dellarocas
University of Minnesota - Twin Cities - Carlson School of Management, Boston University - Questrom School of Business, Boston University - Questrom School of Business and Boston University, Questrom School of Business - Department of Information Systems
Downloads 934 (54,303)
Citation 1

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Response Paths, Segmentation, Multivariate Time-series Model, Mixture Model, Dynamic Programming.

6.

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

Number of pages: 48 Posted: 05 Mar 2003
Koen H. Pauwels, Jorge M. Silva-Risso, Shuba Srinivasan and Dominique M Hanssens
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 929 (54,559)
Citation 4

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7.

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 801 (66,722)
Citation 1

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

8.

Product Innovations, Advertising and Stock Returns

Journal of Marketing, January 2009
Number of pages: 47 Posted: 25 May 2008
Shuba Srinivasan, Koen H. Pauwels, Jorge M. Silva-Risso and Dominique M Hanssens
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 785 (68,750)
Citation 4

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

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 610 (94,922)
Citation 3

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

10.

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 436 (143,209)
Citation 3

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

11.

The Impact of Advertising On a Company’s Stock Price

Number of pages: 35 Posted: 24 Jan 2024
Shuba Srinivasan and Dominique M Hanssens
Boston University - Questrom School of Business and University of California, Los Angeles (UCLA) - Anderson School of Management
Downloads 372 (171,499)

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Advertising, firm value, brand equity, intangible assets, sponsorships, digital advertising

12.

Advertising's Impact on Brand Price Elasticity

Boston University Questrom School of Business Research Paper No. 4694207, Northeastern U. D’Amore-McKim School of Business Research Paper No. 4694207
Number of pages: 64 Posted: 24 Jan 2024
Berk Ataman, Koen Pauwels, Shuba Srinivasan and Marc Vanhuele
Koç University, Northeastern University - D’Amore-McKim School of Business, Boston University - Questrom School of Business and HEC Paris - Marketing
Downloads 338 (190,539)

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

13.

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 331 (194,838)
Citation 5

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

14.

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 263 (248,151)
Citation 1

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

15.

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 222 (293,218)

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advertising, multimedia communication, OLS, Wiener-Kalman filtering

16.

Optimal Advertising When Envisioning a Product-Harm Crisis

Downloads 189 (341,003)
Citation 2

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 189 (340,037)
Citation 2

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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

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

17.

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 167 (380,763)
Citation 1

Abstract:

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

18.

The Asymmetric Effect of Warranty Payments on Firm Value: The Moderating Role of Advertising, R&D, and Industry Concentration

International Journal of Research in Marketing, Vol. 38 (4), pp. 817-837, 2021
Number of pages: 78 Posted: 18 May 2021 Last Revised: 27 Jan 2022
Didem Kurt, Koen Pauwels, Ahmet C. Kurt and Shuba Srinivasan
Northeastern University - Marketing Area, Northeastern University - D’Amore-McKim School of Business, Bentley University - Department of Accountancy and Boston University - Questrom School of Business
Downloads 111 (528,369)

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Product warranty, product quality, marketing signals, firm value, marketing-finance interface

19.

From First Impressions to Lasting Influence: Advertising Sequence Response Dynamics in Retail Environments

Boston University Questrom School of Business Research Paper No. 4694203
Number of pages: 51 Posted: 24 Jan 2024
Maarten J. Gijsenberg, Julien Schmitt, Jaap Wieringa and Shuba Srinivasan
University of Groningen - Department of Marketing & Marketing Research, ESCP Business School, University of Groningen - Department of Marketing & Marketing Research and Boston University - Questrom School of Business
Downloads 110 (531,866)

Abstract:

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Advertising strategies, Advertising sequences, Advertising response, Time series, Marketing dynamics