Srinivas Reddy

• PhD
• Professor (Full) at Singapore Management University

In an era of one-off funding, entrepreneurs and small businesses struggle to find sustainable funding sources. A novel solution – the crowd patronage model, has emerged in recent years. This model incorporates elements from traditional crowdfunding but is systematically different due to the lack of a fixed funding goal or duration. To capitalise on...

The rise of Augmented Reality (AR) technology presents marketers with promising opportunities to engage customers and transform their brand experience. While firms are keen to invest in AR, research documenting its tangible impact in real-world contexts is sparse. In this article, the authors outline four broad uses of the technology in retail sett...

Crowdfunding platforms serve to connect project creators and backers. Previous research has explored several project and platform determinants that impact crowdfunding outcomes. However, there has been limited research on these determinants at an individual level. Our paper addresses how backers may influence the outcomes of projects in crowdfundin...

Digital transformation is taking place all around us and there is hardly a single aspect of life that has not been affected. It has an obvious, lasting, and even revolutionary impact, not only on the economic systems and commercial players, but also on the lives of individuals and on society at large. Digital transformation will bring greater tangi...

Crowdfunding is a method of raising funds to support a venture, usually by raising small amounts from a large number of investors. Typically, a project creator posts a project on a platform seeking a certain amount of funds for some venture. Potential backers view the project and contribute money if they are convinced of the idea. In most cases, th...

Just as he was about to knock on the door of his father's office, D. Sunil Reddy, Managing Director of Dodla Dairy, paused and adjusted his tie. It was a hot day in June 2012, and the sun shone down relentlessly on the city of Hyderabad, in the southern state of Andhra Pradesh, India. What made it a trifle more uncomfortable for Sunil was the daunt...

Values of professional sports franchises have outpaced even investment returns in recent bull markets. Financial World found the value of professional teams like the Dallas Cowboys, Miami Dolphins and the NY Yankees to exceed $200 million each. In 1996, the average estimated value of Major League Baseball (MLB) teams was $134 million, and most show...

The marketing literature provides a solid understanding of auctions regarding final sales prices and many aspects of the processes that unfold to result in those outcomes. This research complements those perspectives by first presenting a new bidder behavior model that shows the role of emergent network ties among bidders on the auction outcome. Dy...

Subject area – Marketing, innovation, strategy. Study level/applicability – Undergraduate, post-graduate and executive education. Case overview – This case is set in January 2012, a few days before the launch of Mysore Sandal Millennium, a super-premium luxury soap offering from the Indian public sector enterprise, Karnataka Soaps and Detergents...

Subject area – Innovation, reverse innovation, frugal innovation and disruptive innovation. Study level/applicability – Undergraduate, Postgraduate and Executive Education. Case overview – This case describes the strategy adopted by Cisco India to develop the Advanced Services Router 901 (“ASR 901”), which is a next-generation 3G/LTE capable mobi...

Auctions have been studied extensively as an economic marketplace. The economist's focus is on modeling final sales prices, but the processes that give rise to those outcomes are rarely studied in great detail. This research is intended to provide that complementary perspective. We show how the interactions between bidders in an auction unfold in a...

Our strength lies beyond our surroundings and high value location-it lies in our core values that guide us to treat each and every one with honour as kin, as family. In our family, you will find the tranquillity, sincerity, and something greater-our special kind of hospitality, hospitality from the heart. We are saying: " Our Shangri-La " … These p...

It is generally assumed that ratings are a numeric representation of text sentiments and their valences are consistent. This however may not always be true. Using a panel of data on over 4000 books from Amazon.com, we develop a multiple equation model to examine the inter-relationships between ratings, sentiments, and sales. We find that ratings do...

On the morning of April 27, 2010, Venkat Changavalli, the Chief Executive Officer (CEO) of GVK Emergency Management and Research Institute (GVK EMRI) walked into the company's boardroom, where he would be presenting the 2010 plan for his organisation to senior management. The boardroom was empty; so he settled down to review his notes. He looked ou...

Ingredient branding, or the use of two or more brand names on a single product, is widely seen as providing significant benefits in terms of increased product differentiation and greater market share. The association between two brand names can both enhance and dilute the brand equity of the host brand name and the ingredient brand name. This resea...

A recent study showed that people evaluate products more positively when they are physically associated with art images than similar non-art images. Neuroimaging studies of visual art have investigated artistic style and esthetic preference but not brain responses attributable specifically to the artistic status of images. Here we tested the hypoth...

Today we live in a truly global economy, no matter whether we talk about goods, services or manpower. Whereas economic growth rates in Europe and North America remain moderate, many Asian countries are booming despite last year´s economic downturn. This is reason enough for MIR to take a closer look at one of the rising stars: India. In June 2010,...

In this paper, we examine bidder behavior dynamics in a 3-day simultaneous online auction of fine art. Unlike eBay auctions, which are single-item auctions and bidders compete on one item at a time; simultaneous auctions sell multiple heterogeneous items concurrently to the same group of bidders over an extended period of time. This setting gives r...

Simultaneous online auctions, in which the auction of all items being sold starts at the same time and ends at the same time, are becoming popular especially in selling items such as collectables and art pieces. In this paper, we analyze the characteristics of bidders (Reactors) in simultaneous auctions who update their preauction value of an item...

The recent advancements in network data modeling such as bilinear mixed models have opened doors to many other social researches that were not possible to explore earlier. In this paper, we demonstrate an application of a bilinear mixed model for a complex human behavior such as overbidding in auctions, i.e. placing a bid of higher value than his o...

In this paper, we examine the price dynamics of on-line art auctions of modern Indian art using functional data analysis. The purpose here is not just to understand what determines the final prices of art objects, but also the price movement during the entire auction. We identify several factors, such as artist characteristics (established or emerg...

There has been little attention paid to the management of corporate brand names as part of the merger and acquisition process. As an initial step towards developing a better understanding of this brand redeployment decision the authors consider the reactions of one important stakeholder group—consumers—to alternative strategies. Specifically, the a...

This article focuses on the impact of a new brand extension introduction on choice in a behavioral context using national household scanner data involving multiple brand extensions. Particularly, the authors investigate the reciprocal impact of trial of successful and unsuccessful brand extensions on parent brand choice. In addition, the authors ex...

A model specifying the role of parent brand attribute beliefs and affect in consumer's initial evaluation of a brand extension was proposed and tested using hypothetical extensions of different brands. This study suggests a more prominent role for parent brand attribute associations than for parent brand affect in extension attitude formation that...

This study investigates the determinants of success of an experiential good: Broadway shows. The authors focus on the sources and types of information used in the selection of an artistic event and discuss the impact of critics' reviews on the length of a show's run and attendance. In addition, the authors empirically determine the influence of oth...

This study investigates the determinants of success of an experiential good: Broadway shows. The authors focus on the sources and types of information used in the selection of an artistic event and discuss the impact of critics’ reviews on the length of a show's run and attendance. In addition, the authors empirically determine the influence of oth...

Some brand strategists have distinguished between symbolic and functional brands, i.e. brands that basically satisfy consumers’ functional or product-related needs and brands bought to enhance self- or social esteem. It has been suggested that brands should be positioned as either functional or symbolic but not both. However, empirical research on...

Marketers frequently include promotional stimuli which elicit some form of response from the recipient among the tactics used to market products or services. Print ads, including 800 numbers which allow consumers to respond, and direct mail campaigns are examples of such activities. Promotions of this nature are often repeated a number of times, th...

This paper introduces SPOT (Scheduling Programs Optimally for Television), an analytical model for optimal prime-time TV program scheduling. Due in part to the advent of new cable TV channels, the competition for viewer ratings has intensified substantially in recent years, and the revenues of the major networks have not kept pace with the costs of...

This paper investigates the psychometric properties of three measures of subjective uncertainty---a zero-to-hundred subjective probability scale and two seven point rating scales. Individual level analysis applied to data obtained from two separate studies suggests that the scales produce fairly similar results: The inter-response mode correlations...

Transformational advertising provides a key concept for explaining consumers' reactions to advertising. The Product Life Cycle literature suggests that advertising evolves as product-markets develop. The consumer learning perspective suggests that consumers also evolve as markets mature. This suggests that consumers' information needs change with t...

The increasing trend in strategic alliance formation between major firms around the world, has prompted researchers from various disciplines to look at this phenomenon in great detail. In this paper, we review alternate approaches in the literature in this area. We then propose a non-linear dynamic approach to study the formation of competitive str...

The authors study the determinants of line extension success using data on 75 line extensions of 34 cigarette brands over a 20-year period to investigate the relative effects of brand, extension, and firm characteristics on the incremental market share of brand line extensions. The econometric model also captures the extent of cannibalization of pa...

The authors study the determinants of line extension success using data on 75 line extensions of 34 cigarette brands over a 20-year period to investigate the relative effects of brand, extension, and firm characteristics on the incremental market share of brand line extensions. The econometric model also captures the extent of cannibalization of pa...

The implications of ignoring correlated error on parameter estimates in some simple structural equation models are examined. Ignoring correlated measurement error not only affected the acceptability of a model based on goodness-of-fit measures, but also affected the parameter estimation. Ignoring within-construct correlated error does not affect th...

This study explores the effects of market structure characteristics and exogenous market interventions on competitive reaction intensity over time. It is found that moderate growth rate and moderate concentration induce greater competitive reactions. The effect of the exogenous intervention in the industry studied appears to have a dampening impact...

Retailer's buying power has significantly increased in recent years as a result of a process of market concentration. As vertical relationships in marketing channels have strengthened their influence over the shape of the industry, the producer-distributor relationship has become more central to an understanding of both marketing practice and the c...

Three frequently used response formats -- Likert, semantic-differential and single anchor (Stapel) -- are compared via analysis of covariance structures. The cumulative results based on four data sets provided evidence inconsistent with previous research suggesting that these formats are interchangeable. Consistently across studies, the semantic-di...

In an experiment manipulating artificial data in a factorial design, model misspecification and varying levels of error in measurement and in model structure are shown to have significant effects on LISREL parameter estimates in a modified peer influence model (Duncan, Haller & Portes, 1971). The extent of error present in both the measurement and...

The article reports on a study to determine physician resistance to advertising by applying diffusion of innovation theory. Advertising was examined as an innovative service for physicians and was examined based on those factors which usually affect the adoption of an innovation. Results showed that while both dermatologists and plastic surgeons ar...

By using the cigarette industry's ad ban of 1970 as a "natural" experiment, the authors explore mana- gerially related effects of such an advertising "shock" through price and advertising elasticities as well as brand purchase inertia. Results indicate substantial differences in the elasticity and inertia values be- tween pre- and post-ban periods....

By using the cigarette industry's ad ban of 1970 as a “natural” experiment, the authors explore managerially related effects of such an advertising “shock” through price and advertising elasticities as well as brand purchase inertia. Results indicate substantial differences in the elasticity and inertia values between pre- and post-ban periods. In...

Although the philosophy of science literature argues that a distinction should be made between different levels of abstraction, it is only recently that such models have been developed and estimated by researchers in the social sciences. Estimation of such hierarchical models, which was not possible earlier, is made easier by the work of Bentler an...

Experimental combinations of promotions and offers of free samples of a weaning food and a contraceptive were sent by mail to a sample of Sri Lankan households with recently born children. Based on responses to an initial mailing and a follow-up, promotions and offers significantly affected behavior, with impact greater for the weaning food than fo...

Experimental combinations of promotions and offers of free samples of a weaning food and a contraceptive were sent by mail to a sample of Sri Lankan households with recently born children. Based on responses to an initial mailing and a follow-up, promotions and offers significantly affected behavior, with impact greater for the weaning food than fo...

Navigauge, a start-up company that specialised in radio market research, had developed a tool that would provide high quality, accurate and location based radio market research. This new pioneering technology in radio market research was captured in a positive, albeit, reserved article in the New York Times in September of 2004. The use of this too...

In late 2005 as Shawn Warren, the head of biscuits at Kraft for Asia Pacific, surveys the China market for Oreos he knew he had to make changes and fast. The company’s flagship brand was falling far short of expectations in the world’s most populous country. This meant that the turnaround had to be quick to avoid the complete disaster of pulling th...

Marketers frequently include promotional stimuli which elicit some form of response from the recipient among the tactics used to market products or services. Print ads, including 800 numbers which allow consumers to respond, and direct mail campaigns are examples of such activities. Promotions of this nature are often repeated a number of times, th...

This article focuses on the impact of a new brand extension introduction on choice in a behavioral context using national household scanner data involving multiple brand extensions. Particularly, the authors investigate the reciprocal impact of trial of successful and unsuccessful brand extensions on parent brand choice. In addition, the authors ex...