Faculty Profile

Srinivas K. REDDY's photo
Lee Kong Chian School of Business

Srinivas K. REDDY

Professor Emeritus
Professor Emeritus of Marketing

Education

1986 Ph.D. in Business
Columbia University
1982 MPhil in Business
Columbia University
1976 MBA
Andhra University
1974 Bachelor of Science
Andhra Loyola College

Current Position(s) Held

2022-Now

Professor Emeritus of Marketing

2009- 2021

Professor of Marketing
Director, Centre for Marketing Excellence
Director, Special Projects
Lee Kong Chian School of Business, Singapore Management University

2013-2018

Area Coordinator of Marketing

2009- 2013

Associate Dean (General Management Programmes)
Lee Kong Chian School of Business, Singapore Management University

Awards, Recognition and Honors

2015

Winner, Teaching Excellence in Executive Development

2015

Winner, EFMD Case Competition (Category: Inclusive Business Models: CASE:Gillette's "Shave India Movement": Razor Sharp against the Stubble). 

2015

Runner-up Award, Emerald Emerging Markets Case Competition (CASE: Gillette’s “Shave India Movement”: Razor Sharp against the Stubble). 

2014 

MBA Teaching Excellence Award      

2015

Nominated for Teaching Excellence in Executive Development (one of 3 at SMU)

2014

Nominated for Teaching Excellence in Executive Development (one of 3 at SMU)

2010

Chief Marketing Officer (CMO) Asia's Best Professor in Marketing

2007-2008

IBM SUR grant for studying Innovation Conversion

2005

Nominated for the MBA Teacher of the Year

2005

Consortium Faculty, AMA Doctoral Consortium

2002

Nominated for the MBA Teacher of the Year

2002

Consortium Faculty, AMA Doctoral Consortium

2001

Winner of the Donald R. Lehmann Award for the Outstanding Dissertation Based Article in

Marketing Research published in Journal of Marketing or Journal of Marketing Research.

2000

Nominated for the MBA Teacher of the Year

1999

Nominated for the MBA Teacher of the Year

1999

Consortium Faculty, AMA Doctoral Consortium

1987

Consortium Faculty, AMA Doctoral Consortium

Research Interests

Branding Innovation and New Product Development, Online Auctions and Bidder Behaviour

Selected Journal Articles (Referred)

1.
"A Network Bidder Behavior Model in Online Auctions: A case of Fine Art Auctions", by Mayukh DASS, Srinivas K. REDDY, and Dawn IACOBUCCI, 12/2014, 90, 4, Journal of Retailing, 445-462
2.
"Social Networks among Auction Bidders: The Role of Key Bidders and Structural Properties on Auction Prices", by Mayukh DASS, Karempudi Srinivas REDDY, and Dawn IACOBUCCI, 05/2014, 37, Social Networks, 14-28
3.
"Ratings Lead You To The Product, Reviews Help You Clinch It : The Dynamics and Impact of Online Review Sentiments on Products Sales", by Nan HU, Noi Sian KOH, and Karempudi Srinivas REDDY, 01/2014, 57, Decision Support Systems, 42-53
4. "Spillover Effects of Ingredient Branded Strategies on Brand Choice: A Field Study", by Swaminathan VANITHA, Karempudi Srinivas REDDY, and Sara Loughran DOMMER, 2011, Marketing Letters (2012), 23, 237-251
5. "Art for Reward’s Sake: Visual Art Recruits Ventral Striatum", by Simon LACEY, Henrik HAGVEDT, Vanessa PATRICK, Amy ANDERSON, Randall STILLA, Gopikrishna DESHPANDE, Hu XIAOPING, Joao SATO, Karempudi Srinivas REDDY, and Krish SATHIAN, 2011, 55, NeuroImage, 420-433 
6. "An Investigation of Value Updating Bidders in Simultaneous Online Art Auctions", by Mayukh DASS, Lynne SEYMOUR, and Srinivas K. REDDY, 2010, Journal of Probability and Statistics
7. "An interview with Vinita Bali, MD and CEO of Britannia India Ltd", by Karempudi Srinivas REDDY, 2010, 2,2, Marketing Intelligence Review, 52-60
8. "An Analysis of Price Dynamics, Bidder Networks and Market Structure in Online Art Auctions", by Mayukh DASS and Karempudi Srinivas REDDY, 2008, Statistical Methods in e-Commerce Research, 105-129 
9. "Viewing Art Images Activates Reward and Affective Circuitry", by K SATHIAN, Simon LACEY, Amy ANDERSON, Randall STILLA, Randall STILLA, Henrik HAGVEDT, Vanessa PATRICK, and Karempudi Srinivas REDDY, 2008, Society for Neuroscience Abstracts 189.10
10.
"Consumer Evaluations of Corporate Brand Deployments", by Anupam JAJU, Christopher JOINER, and Srinivas K. REDDY, 2006, 34, 2, Journal of the Academy of Marketing Science, 206-215
11.
"Modeling Online Art Auction Dynamics Using Functional Data Analysis", by Mayukh DASS and Karempudi Srinivas REDDY, 05/2006, 21, 2, Statistical Science, 179-193
12.
"The Impact of Brand Extension Introduction on Consumer Choice", by Swaminathan VANITHA, Richard J FOX, and Karempudi Srinivas REDDY, 10/2001, 65, 4, Journal of Marketing, (Lead Article) 1-15
13.
"The Impact of Parent Brand Attribute Beliefs and Affect on Brand Extension Evaluation", by Reddy SRINIVAS and Bhat SUBODH, 09/2001, 53, 3, Journal of Business Research, 111-122 (Lead Article)
14.
"Affinity Partnering: Conceptualization and Issues", by Swaminathan VANITHA and Karempudi Srinivas REDDY, 2000, Handbook of Relationship Marketing, 381-406
15.
"Measuring and Modeling the Effects of Buyer/Seller Relationships in Corporate Financial Services Markets", by Karempudi Srinivas REDDY and John CZEPIEL, 1999, 46, Journal of Business Research, 235-244
16.
"Symbolic and Functional Positioning of Brands", by Bhat SUBODH and Karempudi Srinivas REDDY, 1998, 15, 1, Journal of Consumer Marketing,32-43
17.
"Determinants of the Success of Broadway Shows", by Karempudi Srinivas REDDY, Swaminathan VANITHA, and Carol MOTLEY, 08/1998, 35, Journal of Marketing Research, 370-383
18.
"SPOT: Scheduling Programs Optimally for Television", by Karempudi Srinivas REDDY, Jay ARONSON, and Atonie STAM, 01/1998, 44,1, Management Science, 83-102
19.
"Exploring the social geography of the marketplace: A study of relationships in corporate banking", by John CZEPIEL and Karempudi Srinivas REDDY, 1997, 13, Research in Marketing, 19-32
20. "Modeling Response to Repetitive Marketing Stimuli", by Richard J FOX, Karempudi Srinivas REDDY, and Bharat RAO, 1997, 25, 3, Journal of the Academy of Marketing Science, 242-255 
21. "Measurement Errors in Probability Judgments", by Chezy OFIR and Karempudi Srinivas REDDY, 09/1996, 42,9, Management Science, 1308-1325 
22. "A Dynamic Approach to the Analysis of Strategic Alliances", by Bharat RAO and Karempudi Srinivas REDDY, 1995, 4,4, International Business Review, 499-518 

Books and Monographs (Authored or Co-authored)

1.
"Retail and Marketing Channels: Economic and Marketing Perspectives on Producer-Distributor Relationships", by Luca PELLEGRINI and Karempudi Srinivas REDDY, Routledge, Re-issued by Routledge Books In 2012, London, 1989
2.
"Marketing Channels: Relationships and Performance", by Luca PELLEGRINI and Karempudi Srinivas REDDY, Lexington Books, 1986
3.
"Distributive Trades: An International Perspective", by Luca PELLEGRINI and Karempudi Srinivas REDDY, Angeli, Milan, Italy, 1986


Research Advisor/Co-Research Advisor to  

  • CHU Er-Yung (eychu.2017 [at] sjdba.smu.edu.sg,SJTU-SMU DBA