Shrihari Sridhar

Shrihari Sridhar
Texas A&M University | TAMU · Department of Marketing

PhD, Marketing

About

86
Publications
62,467
Reads
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1,650
Citations
Introduction
hrihari (Hari) Sridhar is Professor of Marketing, holder of the Joe Foster ’56 Chair in Business Leadership, and Research Director of the Sales Leadership Institute at Mays Business School, Texas A&M University. Dr. Sridhar builds original quantitative models to help CEOs and board members take the guesswork out of strategy formulation, financial planning and strategy execution. His focus is the business-to-business (energy, K-12 education, media) and healthcare sectors.
Additional affiliations
July 2016 - present
Texas A&M University
Position
  • Associate Professor of Marketing, and Center for Executive Development Professor
March 2014 - present
Pennsylvania State University
Position
  • Associate Research Director, and Director (Analytics Program)
June 2011 - June 2016
Pennsylvania State University
Position
  • Professor (Associate)
Education
June 2004 - May 2009
University of Missouri
Field of study
  • Marketing

Publications

Publications (86)
Article
Full-text available
Firms with a customer-centric structure—an organizational design that aligns each business unit with a distinct customer group—are expected to exhibit superior performance compared to firms that are internally structured. Top executives invoke these customer-centric beliefs when initiating corporate reorganizations. However, a lack of empirical evi...
Article
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Few studies address the marketing budgeting problems of platform firms operating in two-sided markets with cross-market network effects, such that demand from one customer group in the platform influences the demand from the other customer group. Yet such firms (e.g., newspapers whose customers are both subscribers and advertisers) are prevalent in...
Article
Full-text available
Websites prominently display consumers' product ratings, which influence consumers' buying decisions and willingness to pay. Few insights exist regarding whether a consumer's online product rating is prone to social influence from others' online ratings. Examining this issue, the authors hypothesize that other consumers' online ratings moderate the...
Article
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Whenever a recession occurs, there is a heated dialog among marketing academics and practitioners about the appropriate levels of marketing spending. In this article, the authors investigate whether firms should spend more on research and development (R&D) and advertising in recessions. They propose that the effects of changes in firms' R&D and adv...
Article
Many public-policy studies (Martin and Scott 2020) use randomized field experiments for drawing causal conclusions (e.g., Chen et al. 2020). A typical randomized field experiment involves a control group and a treatment group to which individual units (e.g., consumers, patients) are randomly assigned, after which an intervention is implemented in t...
Article
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Business-to-business (B2B) companies devote significant resources to measure customer satisfaction but lack guidance on critical aspects of implementing satisfaction programs. Accordingly, executives ask: (1) What are the key strategic attributes driving B2B customer satisfaction? (2) Are the strategic attributes satisfaction balancing, satisfactio...
Chapter
The inhibitors described in Chap. 7 can be effectively addressed using a broader and different approach that goes beyond awareness, leadership training, and executive coaching. It involves using seven strategy enablers that represent a mix of specific logic-based reasoning approaches, scientific analysis systems, and strategy processes that can “un...
Chapter
An inspirational approach to strategy planning is founded on senior executives articulating the mission, vision, and values of an organization. Notwithstanding their claimed advantages, mission statements (1) tend to be subjective and vague; (2) have a broad an overarching scope; (3) are inward-looking, echoing senior executives’ desired; and (4) r...
Chapter
An adhocratic approach to strategy planning is informal, unstructured, and emergent, and embraces experimentation and improvisation. The adhocratic strategy planning approach is popular with many startups and owner-operated small businesses. An adhocratic strategy process is founded on the notion that the routineness of the emergent implementation...
Chapter
To empirically evaluate and validate the views of CEOs interviewed, this chapter relies on a broader set of evidence, including surveys of thousands of employees, managers and executives, conclusions from academic studies published in peer-reviewed journals, and systematic reviews and meta-analyses of previously published research. While senior exe...
Chapter
This chapter uses in-depth interviews, conversations, and observations of board members, private equity partners, and CEOs to articulate CEOs’ hopes and frustrations with strategy planning. CEOs see strategy planning neither as irredeemably flawed, nor as a silver bullet that can fixing all of the problems facing their company. They see it as a com...
Chapter
A CEO adds the most value by enabling senior executives develop a strategy that focuses, sequences, and prioritizes their time and work, the company’s initiatives, and the employees’ efforts. Strategic CEOs do not devolve into project managers, or counselors-in-chief for their senior executives, or firefight every battle facing the company. Like th...
Chapter
Understanding the effectiveness of strategy planning process in large and small companies in a variety of industries yields seven inhibitors of the strategy planning process. A strategy planning inhibitor is an executive’s behavioral tendency or an element of the strategy process downplaying the role of scientific logic and quantitative analysis th...
Chapter
A budget-based strategy planning approach emphasizes formal and systematic processes to obtain information, coupled with budgeting, to set strategic goals, allocate resources, and hold employees accountable to meeting financial goals. Due to its reliance on the budgeting process it enables senior executives to focus on operational excellence, budge...
Chapter
Mitigating inhibitors and implementing the enablers of strategy planning at a company may seem intuitive and easy, but it requires a deep commitment from the CEO and senior executives. To achieve transformative results through strategy planning, senior executives need to show humility, realizing the toxic hold that inhibitors have on the strategy p...
Chapter
Strategy planning is the most consequential activity undertaken by the CEO and the senior leadership team of a company, given its potential to ability to deliver clarity on how a company will achieve sales growth and margins. Eight case studies of strategy process illustrate the need for improving it. Divergent needs and goals of senior executives,...
Article
Objective: There has been increased interest in interventions to promote hepatocellular carcinoma (HCC) surveillance given low utilization and high proportions of late stage detection. Accurate prediction of patients likely versus unlikely to respond to interventions could allow a cost-effective approach to outreach and facilitate targeting more i...
Article
Full-text available
Public school districts not only make strategic investments in internet access as a means to attract and retain students but also communicate the value of these investments with parents as part of their marketing programs. While it helps attract more customers, how does school district internet access spending (SDIAS) affect academic performance an...
Book
This book assesses the strategy challenges faced by executives in formulating strategy and driving execution. The authors present seven inhibitors of strategy effectiveness in companies large and small as well as seven actionable research-based strategy enablers to fine tune execution and rally all the stakeholders in a unified direction. By readin...
Article
Health care providers and policy makers measure and report patient-satisfaction (PSAT) scores as an implicit proxy for quality of care (QOC), a metric used to reimburse physicians and determine bonus or penalties for Medicare payments. These practices assume i) a strong and positive association of subjective PSAT judgments and objective QOC outcome...
Article
As firms use advertising to gain product market advantages and increase their valuation in financial markets, disclosing their advertising spending is influential—whether it erodes organizational competitive advantages in product markets or signals quality in financial markets. The authors argue that firms learn from peers’ decisions to reduce the...
Article
Public school districts not only make strategic investments in internet access as a means to attract and retain students but also communicate the value of these investments with parents as part of their marketing programs. Yet, the payoffs of school district internet access spending (SDIAS) are not fully understood. Does SDIAS increase academic per...
Article
Full-text available
Given the economic importance of the business-to-business (B2B) sector, scholars and practitioners devote significant resources to understanding B2B marketing and strategy. Yet, utilization of academic scholarship among senior B2B executives remains low. This article describes three issues relevant to senior B2B executives and scholars: (1) factors...
Article
Full-text available
Patients at risk for hepatocellular carcinoma or liver cancer should undergo semiannual screening tests to facilitate early detection, effective treatment options at lower cost, better recovery prognosis, and higher life expectancy. Health care institutions invest in direct-to-patient outreach marketing to encourage regular screening. They ask the...
Article
Extant research examining interpersonal trust in business-to-business (B2B) buyer–seller relationships focuses on its multidimensionality, mainly from a business perspective. Our research captures an element of business relationships that is heretofore under-examined: the personal side of the relationship between the buyer and seller. We examine th...
Article
The last decade has seen marketing strategy evolve rapidly in three major directions, which can be summarized in three Ds: digital, data-rich, and developing markets. The first D refers to “digital”; digital marketing strategy deals with firms’ judicious use of digital resources to create differentiated and sustainable value for customers. The seco...
Article
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Content platforms (e.g., newspapers, magazines) post several stories daily on their dedicated social media pages and promote some of them using targeted content advertising (TCA). Posting stories enables content platforms to grow their social media audiences and generate digital advertising revenue from the impressions channeled through social medi...
Article
Full-text available
Firms may profit from responding to competitors’ product recalls, but relatively little is known about the nature and efficacy of these reactions. The authors empirically (1) test the link between a major recall (by Toyota) in the automobile context and competitors’ promotional responses and (2) assess the effectiveness of promotional responses and...
Article
Full-text available
Between 2006 and 2011, daily print newspapers in the United States lost 20% of their paid subscribers, partly because of the increasing availability of alternative sources of news, such as free content provided on newspaper websites and by news aggregators such as Yahoo. However, contrary to the expectation that firms respond to softening demand by...
Article
The adverse consequences of measurement unreliability on statistical issues (e.g., inconsistency, attenuation bias) are well known. Yet there exists sparse literature, if any, on how unreliable metrics affect strategic marketing decisions: optimal marketing budget, its optimal allocation to advertising and promotions, and overspending. Consequently...
Article
Full-text available
Firms increasingly offer engagement initiatives to facilitate firm–customer interactions or interactions among customers, with the primary goal of fostering emotional and psychological bonds between customers and the firm. Unlike traditional marketing interventions that are designed to prompt sales, assessing returns on engagement initiatives (RoEI...
Article
Full-text available
Quantifies the potential sales impact of customer safety / security breach for key companies in Houston.
Article
The advent of new forms of data, modern technology, and advanced data analytics offer service providers both opportunities and risks. This article builds on the phenomenon of big data and offers an integrative conceptual framework that captures not only the benefits but also the costs of big data for managing the frontline employee (FLE)-customer i...
Article
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When a sales representative (rep) leaves a business-to-business firm, a crucial link with the rep's customers becomes severed. The firm reassigns those customers to different sales reps (either existing reps or new hires) in amanner that mitigates potential sales losses. What causal effect do sales rep departures have on customer-level revenue, and...
Article
Firms make substantial investments in advertising and personal selling to improve their performance, but it is unclear how returns on the promotional mix vary across different corporate-level organizational structures. This article identifies and integrates two structural designs that foster customer alignment, namely, structural type (i.e., organi...
Article
Full-text available
Firms spend billions of dollars on advertising every year but remain uncertain about allocation across various advertising vehicles. Allocation decisions are even more complex as online advertising has proliferated and consumers' media usage patterns have become more fragmented. To determine advertising effectiveness, the authors group firms' adver...
Chapter
Full-text available
Efficiency benchmarking analysis is commonly used to assess and compare the productivity of similar making units (DMUs), e.g., marketing organizations of firms in an industry. In this research, we broaden the applicability of efficiency analysis to situations where each DMU comprises interconnected sub-DMUs (e.g., departments). Extant research espo...
Article
Full-text available
During the past decade, the newspaper industry experienced significant erosion of revenues, predominantly in print advertising. The concomitant increase in the less rewarding online advertising has been unable to make up for this loss. As a result, for every $1 increase in online advertising between 2005 and 2011, newspapers lost $22 in print adver...
Article
Full-text available
The trade show industry attracts millions of attendees every year, offering enormous opportunities for buyer-seller interactions and potential revenues for exhibitors. Business-to-business firms invest more than 20 % of their marketing budgets on trade shows, with a heavy emphasis on pre- and at-show marketing efforts to generate booth traffic, as...
Article
Full-text available
https://hbr.org/2015/06/customer-centric-org-charts-arent-right-for-every-company
Article
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In this article, we lay out the challenges and research opportunities associated with business-to-business (B2B) buying. These challenges and opportunities reflect four aspects of B2B buying that the Institute for the Study of Business Markets (ISBM: www. isbm. org) has identified through a Delphi-like process: (1) the changing landscape of B2B buy...
Article
Full-text available
Sales contests are widely employed to improve short-term sales performance, but knowledge about their effectiveness at the individual salesperson level remains sparse. Proponents argue that contests increase sales by stimulating salespeople, while critics say that contests merely encourage strategic timing of sales efforts. The authors draw on the...
Article
Full-text available
Efficiency analysis is commonly used to assess and compare the productivity of similar decision-making units (DMUs). In this research, we broaden the applicability of efficiency analysis to situations where each DMU comprises interconnected sub-DMUs (e.g., departments). Extant research espouses that embracing the connectedness between sub-DMUs (e.g...
Chapter
Full-text available
Facing maturing product portfolios and growing physician resistance to their promotion by medical sales representatives (i.e., detailing) in developed markets, the pharma industry is struggling to develop more effective selling strategies and appropriately size and deploy its sales forces. In this process, having benchmark answers to the following...
Article
Full-text available
Chain retailers continually open stores and close stores to improve their performance. Yet, there are few insights on the effects of store openings and closings on chain retailer performance. The authors examine the effect of changes in opening and closing stores on retailers’ performance. They hypothesize that a chain retailer's market share, adve...
Article
Full-text available
Firms’ spending on R&D, advertising, and inventory holding affect firm performance, which in turn affects future spending in each of these three areas. Effective allocation of resources across R&D, advertising, and inventory holding is challenging since an understanding of their dynamic inter-relationships is necessary. Past research has not examin...
Article
Full-text available
During the past decade, the newspaper industry experienced significant erosion of revenues, predominantly in print advertising. The concomitant increase in the less rewarding online advertising has been unable to make up for this loss. As a result, for every $1 increase in online advertising between 2005 and 2011, newspapers lost $22 in print adver...
Article
Full-text available
Purpose – Given India's rapid industrial growth and burgeoning numbers of sales and marketing employees, there is an urgent need to develop India-centric B2B sales management knowledge. However, there is little hard information about similarities or differences between sales management strategies in India and the developed economies. To shed more l...
Article
Full-text available
The importance of optimal marketing communications mix decisions is well-recognized by both marketing scholars and practitioners. A significant volume of work has addressed the problem of dynamic marketing mix optimization assuming constant effectiveness of marketing instruments. However, the effectiveness of marketing communications varies over ti...