V. “Seenu” Srinivasan

Professor V. “Seenu” Srinivasan received his bachelor’s degree in mechanical engineering from the Indian Institute of Technology, Madras (Chennai), and was the gold medalist in his graduating class. He worked for two years as a production-planning engineer at Larsen and Toubro, Mumbai prior to joining Carnegie-Mellon University where he received his MS and PhD in industrial administration. He is currently the Adams Distinguished Professor of Management, Emeritus at the Stanford Graduate School of Business (GSB). He was formerly the director of the Stanford GSB PhD Program, chair of the marketing area, and the faculty director of its Strategic Marketing Management program in Executive Education.

Professor Srinivasan’s early research and publications were in the field of Operations Research, specifically the parametric programming of transportation problem and its applications.  His primary research interest in marketing is in the measurement of customer preference structures (conjoint analysis) and its role in product and service planning and pricing. The name “Conjoint Analysis” was coined by him and the late Prof. Paul Green in a research paper in 1978. He has also contributed to other market research areas such as salesforce compensation plans, measurement of brand equity, and market structuring. At the Stanford MBA program, he taught the accelerated core course in Data and Decisions and an elective course in Customer-Focused Product Marketing. Professor Srinivasan has been a consultant to several companies and has won best-teacher awards. He was an associate editor of Marketing Science, Journal of Marketing Research, and Management Science. He received the Parlin Award for outstanding contributions to marketing research, the Churchill Award for lifetime achievement in marketing research, the Converse Award for outstanding contributions to the development of the science of marketing, and the Buck Weaver Award for lifetime contributions to the advancement of theory and practice in marketing science.  He has received ten best research paper of the year awards including three John Little Awards and two O’Dell Awards. Professor Srinivasan is a fellow of the American Marketing Association, a fellow of the Institute for Operations Research and the Management Sciences (INFORMS), and a fellow of the INFORMS Society for Marketing Science (ISMS). The American Marketing Association has established the “Srinivasan Young Scholar Award in Quantitative Marketing” awarded annually at its summer conference.