Professor Sridhar Moorthy is the Manny Rotman Professor of Marketing at Rotman School of Management, University of Toronto. He is also Senior Consultant at CRA International. His Ph.D. is from Stanford University, and he has taught previously at University of Rochester, Yale, INSEAD, UCLA, Wharton, and Indian School of Business.

Moorthy’s research uses the tools of economics to study marketing problems. One focus of his work has been on the question of how consumers learn about product quality, and what impact this has on marketing strategies such as branding. For instance, his current research examines the circumstances under which brand extensions work. Previous work, published in journals such as Marketing Science and Journal of Economic Theory, has developed methods for measuring brand value using sales and price data, and examined issues such as the relationship between advertising spending and product quality, first- and second-mover advantages, manufacturer-retailer relations, and price matching guarantees. His paper, “Market Segmentation, Self-Selection, and Product Line Design,” (Marketing Science Fall 1984) won the George E. Nicholson, Jr. Student Paper Competition of the Operations Research Society of America in 1982. Other papers, “Market Segmentation, Cannibalization, and the Timing of Product Introductions,” (Management Science 1992, joint with I. P'ng) and “A General Theory of Pass-Through in Channels with Category Management and Retail Competition,” (Marketing Science 2005) were finalists for the John D. C. Little Award for the Best Marketing Paper published in Marketing Science or Management Science.

Sridhar Moorthy is Co-Editor-in-Chief of Quantitative Marketing and Economics, Area Editor of Marketing Science, Associate Editor of Management Science, and serves on the editorial boards of Journal of Marketing Research, and Review of Marketing Science. He is the co-author (with Philip Kotler and Gary Lilien) of the textbook Marketing Models (Prentice Hall 1992). From 2006-2010 he was Vice President, Education, for INFORMS Society for Marketing Science.

He has taught courses at all B-School levels over the years––MBA, Ph.D., and Executive. His teaching portfolio includes courses in Branding, Marketing Strategy, Retailing, Pricing, and Consumer Behavior. Students in the MBA class of 1999 awarded him “Professor of the Year.”

Professor Moorthy has consulted for companies such as Nortel, Eastman Kodak, and Mobil on marketing strategy issues involving branding, retailing, pricing, and advertising, and provided expert testimony in a number of legal cases: Jaguar Canada Inc. and Jaguar Cars Limited v. Remo Imports Ltd., British Columbia Light Cigarette Class Action, Competition Bureau of Canada v. Sears Canada, Norigen Communications v. Ontario Hydro Energy, and Abbott v. Mead Johnson.

For a detailed vita, please click here.