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Sridhar Moorthy

Sridhar Moorthy

Manny Rotman Chair in Marketing
Professor of Marketing


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


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. In 2021 he was elected Fellow of the INFORMS Society for Marketing Science.

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

  • Advertising Strategy in the Presence of Reviews: An Empirical Analysis

    (with B. Hollenbeck and D. Proserpio)

    Marketing Science, forthcoming

  • Sharing Economy: Review of Current Research and Future Directions

    (with C. Narasimhan, P. Papatla, B. Jiang, P. K. Kopalle, P. R. Messinger, D. Proserpio, U. Subramanian, C. Wu, and T. Zhu)

    Customer Needs and Solutions



    Pages: 93-106

  • Advertiser Prominence Effects in Search Advertising

    (with P. Jeziorski)

    Management Science



    Pages: 1365-1383

  • Selling Your Product Through Competitors' Outlets: Channel Strategy When Consumers Comparison Shop

    (with Y. Chen and S. S. Tehrani)

    Marketing Science



    Pages: 138-152

  • Measuring and Understanding Brand Value in a Dynamic Model of Brand Management

    (with R. Borkovsky, A. Goldfarb, and A. Haviv)

    Marketing Science



    Pages: 471-499

  • Can Brand Extension Signal Product Quality?

    Marketing Science

    Issue:31, September-October


    Pages: 756-770

  • Measuring Brand Value in an Equilibrium Framework

    (with A. Goldfarb and Q. Lu)

    Marketing Science

    Issue:28, January-February


    Pages: 69-86

  • Coupons versus Rebates

    (with Q. Lu)

    Marketing Science

    Issue:26, January-February


    Pages: 67-82

  • Price-Matching Guarantees

    (with R. Winter)

    RAND Journal of Economics

    Issue:37, Summer


    Pages: 449-465

  • A General Theory of Pass-through in Channels with Category Management and Retail Competition

    Marketing Science

    Issue:24 (Winter)


    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 I. Horstmann)

    Quantitative Marketing and Economics



    Pages: 337-365

  • A Model of Price Promotions with Consumer Search

    (with J. Banks)

    International Journal of Industrial Organization



    Pages: 371-398

  • Consumer Information Search Revisited: Theory and Empirical Analysis

    (with B. Ratchford and D. Talukdar)

    Journal of Consumer Research



  • Managing a Distribution Channel under Asymmetric Information with Performance Requirements

    (with R. Desiraju)

    Management Science

    Issue: Vol. 43, No. 12


    Pages: 1628-1644

  • Signaling Quality with a Money-Back Guarantee: The Role of Transaction Costs

    (with K. Srinivasan)

    Marketing Science

    Issue:Vol. 14, No. 4


    Pages: 442-466

  • Market Segmentation, Cannibalization, and the Timing of Product Introductions

    (with Ivan P'ng)

    Management Science



    Pages: 345-359

Selected Publications - Books and Chapters

  • Brands and Branding Strategy

    (with B. Bronnenberg and J-P. Dube)

    in Handbook of the Economics of Marketing (J-P. Dube and P. Rossi, editors), forthcoming

  • Market Segmentation

    in The Palgrave Encyclopedia of Strategic Management; M. Augier and D. Teece (eds.). Houndmills, England: Macmillan Publishers Ltd.


  • Marketing Applications of Game Theory

    in Game Theory and Business Applications 2nd Edition; K. Chatterjee and W. Samuelson (eds.). New York: Springer


  • 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


  • Competitive Marketing Strategies: Game-Theoretic Models

    in Handbooks in Operations Research and Management Science: Marketing, Josh Eliashberg and Gary Lilien (editors). Amsterdam: North-Holland


  • Marketing Models

    (with P. Kotler and G. Lilien)

    New Jersey: Prentice Hall

    Issue:Englewood Cliffs


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.

Honors and Awards

  • 2021

    ISMS Fellow, INFORMS Society for Marketing Science

  • 2018

    Finalist, John D. C. Little Award, Best Marketing Paper published in Marketing Science or Management Science, INFORMS Society for Marketing Science

  • 2017-2022

    Principal Investigator, Social Sciences and Humanities Research Council Award

  • 2013

    Finalist, Long Term Impact Award, INFORMS Society for Marketing Science

  • 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, INFORMS Society for Marketing 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