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Sridhar  Moorthy Manny Rotman Professor of Marketing   Degrees   Ph. D., Graduate School of Business, Stanford University, March 1983 M.S. in Statistics, Department of Statistics, Stanford University, January 1982 M.B.A., College of Business Administration, Kansas State University, December 1977 B.Sc. in Mechanical Engineering, University of Delhi, India, February 1974 Email   Personal Web Site   http://www.rotman.utoronto.ca/~moorthy

Positions Held Academic Positions 1998-Present   Manny Rotman Professor of 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

Selected Articles and Papers "A General Theory of Pass-through in Channels with Category Management and Retail Competition ," Marketing Science, 24 (Winter), 2005 "Advertising Spending and Quality for Services: The Role of Capacity," (with Ignatius Horstmann) Quantitative Marketing and Economics, 1, 2003, 337–365 "A Model of Price Promotions with Consumer Search," (with Jeffrey Banks) International Journal of Industrial Organization, 17, 1999, pp. 371-398 "Consumer Information Search Revisited: Theory and Empirical Analysis," (with Brian Ratchford and Debabrata Talukdar) Journal of Consumer Research, March, 1997 "Managing a Distribution Channel under Asymmetric Information with Performance Requirements," (with Ramarao Desiraju) Management Science, 43, No. 12, December, 1997, Special Issue: Frontier Research on Information Systems and Economics "Signaling Quality with a Money-Back Guarantee: The Role of Transaction Costs," (with Kannan Srinivasan) Marketing Science, Volume 14, No. 4, 1995 "Market Segmentation, Cannibalization, and the Timing of Product Introductions," (with Ivan P'ng) Management Science, March, 1992, Finalist, John D. C. Little Award Books/Chapters 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

Honors/Awards 1992 Finalist for the John D. C. Little Award for the Best Marketing Paper published in Marketing Science or Management Science 1985 One of four winners of the Marketing Science Institute's Competition for Research Proposals in Packaged Goods Pricing 1982 Won the George E. Nicholson, Jr. Student Paper Competition of the Operations Research Society of America 1984 Nominated for the Superior Teaching Award by the MBA class of 1984, Graduate School of Management, University of Rochester

Research and Teaching Interests A lot of my current research focuses on consumer learning issues, particularly how they learn about product quality, and what impact this has on marketing strategies such as branding. For instance, I am currently examining the circumstances under which brand extensions work. My earlier work has studied product differentiation and market segmentation, timing issues in product introductions, distribution channel management, and money-back guarantees.