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Sridhar Moorthy

Sridhar Moorthy

    Sridhar Moorthy

    Manny Rotman Chair in Marketing
    Professor of Marketing  

    Degrees: PhD, Graduate School of Business, Stanford University
    MS in Statistics, Department of Statistics, Stanford University
    MBA, College of Business Administration, Kansas State University
    BSc in Mechanical Engineering, University of Delhi
    Email: Send an email to Sridhar Moorthy


    Sridhar Moorthy holds the Manny Rotman Chair in Marketing, and is also a Senior Consultant at CRA (Charles River Associates). His expertise is in bringing economic perspectives to bear on marketing problems. Moorthy’s research focuses on strategic issues in advertising, branding, product differentiation, retailing, including the impact of the Internet on marketing practice. He is an Associate Editor (and past Co-Editor) of Quantitative Marketing and Economics, Associate Editor of Management Science, member of the editorial board of Journal of Marketing Research, and coauthor of the textbook Marketing Models (Prentice Hall). Moorthy has served as a Vice President (Education) of the INFORMS Society for Marketing Science, and provided expert testimony in a number of legal cases.

    Academic Positions

    1998-Present  Manny Rotman Chair in Marketing; Rotman School of Management
    1997-1998  Visiting Associate Professor of Marketing; The Wharton School, University of Pennsylvania
    1990-1997  Associate Professor of Marketing and Area Coordinator; William E. Simon Graduate School of Business Administration, University of Rochester
    1984-1990  Assistant, then Associate Professor of Marketing; Yale School of Management, Yale University
    1990  Visiting Associate Professor; The John E. Anderson Graduate School of Management, UCLA
    1988  Visiting Associate Professor; INSEAD, France
    1982-1984  Assistant Professor of Marketing; Graduate School of Management, University of Rochester

    Non-Academic Positions

    2000-Present  Senior Consultant;CRA (Charles River Associates)
    2006-2010  Vice President, Education;INFORMS Society for Marketing Science

    Selected Publications - Papers

    • Selling Your Product Through Competitors' Outlets: Channel Strategy When Consumers Comparison Shop; (with Y. Chen and S. S. Tehrani); Marketing Science, forthcoming; 2017
    • Brand Prominence Effects in Search Advertising; (with Przemek Jeziorski); Management Science, forthcoming; 2016
    • Measuring and Understanding Brand Value in a Dynamic Model of Brand Management; (with Ron Borkovsky, Avi Goldfarb, and Avery Haviv); Marketing Science, forthcoming; 2016
    • Can Brand Extension Signal Product Quality?; Marketing Science; Issue: 31, September-October; 2012; Pages: 756-770
    • Measuring Brand Value in an Equilibrium Framework; (with A. Goldfarb and Q. Lu); Marketing Science; Issue: 28, January-February; 2009; Pages: 69-86
    • Coupons versus Rebates; (with Q. Lu); Marketing Science; Issue: 26, January-February; 2007; Pages: 67-82
    • Price-Matching Guarantees; (with R. Winter); Rand Journal of Economics; Issue: 37, Summer; 2006; Pages: 449-465
    • A General Theory of Pass-through in Channels with Category Management and Retail Competition; Marketing Science; Issue: 24 (Winter); 2005; Pages: 110-122. Finalist, John D. C. Little Award and Long-Term Impact Award.
    • Advertising Spending and Quality for Services: The Role of Capacity; (with Ignatius Horstmann) Quantitative Marketing and Economics; Issue: 1; 2003; Pages: 337-365
    • A Model of Price Promotions with Consumer Search; (with Jeffrey Banks) International Journal of Industrial Organization; Issue: 17; 1999; Pages: pp. 371-398
    • Managing a Distribution Channel under Asymmetric Information with Performance Requirements; (with Ramarao Desiraju) Management Science; Issue: 43, No. 12, December; 1997; Pages: Special Issue: Frontier Research on Information Systems and Economics
    • Consumer Information Search Revisited: Theory and Empirical Analysis; (with Brian Ratchford and Debabrata Talukdar) Journal of Consumer Research; Issue: March; 1997
    • Signaling Quality with a Money-Back Guarantee: The Role of Transaction Costs; (with Kannan Srinivasan) Marketing Science; Issue: Volume 14, No. 4; 1995
    • Market Segmentation, Cannibalization, and the Timing of Product Introductions; (with Ivan P'ng) Management Science; Issue: March; 1992; Pages: Finalist, John D. C. Little Award.

    Selected Publications - Books and Chapters

    • Marketing Applications of Game Theory; in Game Theory and Business Applications 2nd Edition; K. Chatterjee and W. Samuelson (eds.). New York: Springer; 2013
    • Market Segmentation; in The Palgrave Encyclopedia of Strategic Management; M. Augier and D. Teece (eds.). Houndmills, England: Macmillan Publishers Ltd.; 2013
    • Brand Extension Strategy: An Integrative Framework; in Flux: What Marketing Managers Need to Know to Navigate the New Environment, D. Soberman and D. Soman (eds). Toronto: University of Toronto Press; 2012
    • Competitive Marketing Strategies: Game-Theoretic Models; in Handbooks in Operations Research and Management Science: Marketing, Josh Eliashberg and Gary Lilien (editors). Amsterdam: North-Holland; 1993
    • Marketing Models; (with P. Kotler and G. Lilien); New Jersey: Prentice Hall; Issue: Englewood Cliffs; 1992

    Honors and Awards

    2017-2022  Principal Investigator; Social Sciences and Humanities Research Council Award
    2013  Finalist, INFORMS Society for Marketing Science Long Term Impact Award
    2006  Roger Martin and Nancy Lang Award for Excellence in Research; Rotman School of Management, University of Toronto
    2005  Finalist, John D. C. Little Award, Best Marketing Paper published in Marketing Science or Management Science
    1999  Professor of the Year, MBA Class of 1999; Rotman School of Management, University of Toronto
    1982  Winner, George E. Nicholson, Jr. Student Paper Competition; Operations Research Society of America

    Research and Teaching Interests

    My current research focuses on issues in branding (e.g., how brand extensions work), distribution channels (e.g., multi-brand versus single-brand retailing), consumer search (how marketing strategies respond to consumer search costs), and advertising (exogenous versus endogenous targeting). In previous work I have studied market segmentation, product differentiation, and money-back guarantees. I currently teach Marketing Strategy to MBA students, and Marketing Theory and Advanced Topics in Marketing Strategy to Ph.D. students.  

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