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Srinivasaraghavan (S)  Sriram

Srinivasaraghavan (S) Sriram

Assistant Professor of Marketing



PHD, Purdue University
B. Tech, Indian Institute Of Technology

Sriramís research interests are in the area of brand and product portfolio management. On the issue of brand management, he has studied topics such as measuring and tracking brand equity and optimal allocation of resources to maintain long-term brand profitability. His recent research on product portfolio management encompasses topics such as inferring complementary/substituting relationships between products, cannibalization, and consumer adoption of related technology products.  Substantively, his research has spanned several industries including consumer packaged goods, technology products and services, retailing, and newspapers. Sriram's research has been published in journals such as Marketing Science, Management Science, Journal of Marketing, Journal of Consumer Research, and the International Journal for Research in Marketing.

Srinivasaraghavan (S) Sriram
Stephen M. Ross School of Business
University of Michigan
701 Tappan St.
Ann Arbor, MI 48109-1234

Office Location: R5474

Phone: (734) 647-6413
E-Mail: ssrira@umich.edu
Personal Site



Working Papers
Marketing Web Site