Shuba Srinivasan
19 catalog papers. Identity-linked publications and additional name matches are distinguished below.
ORCID: 0000-0002-0024-5169
Questrom School of Business, Boston University, Boston, MA, 02215, USA
Publications
- Direct mail to prospects and email to current customers? Modeling and field-testing multichannel marketing — Journal of the Academy of Marketing Science 2024
- Uncovering Characteristic Response Paths of a Population — INFORMS Journal on Computing 2022
- How CEO/CMO characteristics affect innovation and stock returns: findings and future directions — Journal of the Academy of Marketing Science 2020
- The Impact of Online Product Reviews on Product Returns — Information Systems Research 2018
- Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity — Journal of the Academy of Marketing Science 2016
- Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returns — Journal of the Academy of Marketing Science 2016
- Consumer Attitude Metrics for Guiding Marketing Mix Decisions — Marketing Science 2014
- Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective — Journal of Marketing 2011
- Optimal Advertising When Envisioning a Product-Harm Crisis — Marketing Science 2011
- Mind-Set Metrics in Market Response Models: An Integrative Approach — Journal of Marketing Research 2010
- Estimating Cannibalization Rates for Pioneering Innovations — Marketing Science 2010
- Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions — Journal of Marketing Research 2009 (name-matched, not ORCID-linked)
- Product Innovations, Advertising, and Stock Returns — Journal of Marketing 2009
- Demand-Based Pricing versus Past-Price Dependence: A Cost–Benefit Analysis — Journal of Marketing 2008
- Retail-Price Drivers and Retailer Profits — Marketing Science 2007
- When Do Price Thresholds Matter in Retail Categories? — Marketing Science 2007
- Do Promotions Benefit Manufacturers, Retailers, or Both? — Management Science 2004
- Who Benefits from Store Brand Entry? — Marketing Science 2004
- New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry — Journal of Marketing 2004