Shuba Srinivasan

Norman and Adele Barron Professor in Management; Professor, Marketing, Questrom School of Business

Shuba Srinivasan is Professor of Marketing, Dean’s Research Fellow, and Academic Co-Lead Digital Technology Sector at Boston University’s Questrom School of Business. Srinivasan’s research focuses on strategic marketing problems, in particular linking marketing to financial performance, to which she applies her expertise in time-series analysis and econometrics. Her current research focuses on marketing’s impact on firm financial performance and on metrics for gauging marketing performance.

Srinivasan, with her co-authors, was awarded the 2010 Google-WPP research grant for research on audience-based online metrics. She was awarded the 2010 Broderick Prize for excellence in research scholarship at Questrom. Her research won the 2001 EMAC best paper award and has been published in the Journal of Marketing Research, Marketing Science, Management Science, Journal of Marketing, Harvard Business Review, International Journal of Research in Marketing and Journal of Advertising Research, among others. In 2005, the University of California named her a University Scholar. Srinivasan serves on editorial boards for Marketing Science, Journal of Marketing Research, and International Journal of Research in Marketing.

She has served on doctoral committees in marketing at BU, the University of Groningen, UCLA, and at UCR. She has consulting experience with a wide-spectrum of companies. Prior to joining Boston University in January 2009, Srinivasan served as Associate Professor at the University of California, Riverside. She obtained her MBA from the Indian Institute of Management, and her Ph.D. from the University of Texas at Dallas, where she worked with Dr. Frank Bass and was awarded the M/A/R/C Award for Outstanding Doctoral Student in 1998.