Hari Sridhar

Assistant Professor of Marketing, Director - Customer Analytics Program,
Department: Marketing, Institute for the Study of Business Markets
Office: 457 Business Building
Phone: 814-865-7150
Fax: 814-865-3015
E-mail: sus55@psu.edu
Member of Faculty Since: 2011




Hari Sridhar is an Assistant Professor of Marketing at Pennsylvania State University, and program director (Customer Analytics) for the Institute for Study of Business Markets (ISBM).

He is interested in enhancing understanding of how firms could improve the effectiveness of their marketing spending decisions – a core responsibility of marketing managers. His research falls in three areas i) assessing marketing-mix spending effectiveness  in two-sided media markets; ii) investigating how marketing-mix elasticities vary across firms, products, and industries, and iii) examining the properties of  optimal marketing budgeting and allocation policies. 

His research is published or forthcoming in premier academic outlets including Journal of Marketing, Journal of Marketing Research, and Marketing Scienceand also received national media recognition from  outlets such as National Public Radio (NPR), Reuters Inc., FOX News, and Booz &co. 

He currently serves on the Editorial Review Board of the Journal of Marketing, Journal of Marketing Research, Journal of RetailingJournal of the Academy of Marketing Science and Customer Needs and Solutions.

Prof. Sridhar was selected as an MSI Young Scholar in 2013 and was the recipient of the 2014 Varadarajan Award for Early Career Contributions to Marketing Strategy Research.




Current Research


Gopalakrishna, Srinath, Jason Garrett, Murali K. Mantrala and Shrihari Sridhar (2014), “Assessing Sales Contest Effectiveness: The Role of Salesperson and Sales District Characteristics,” forthcoming, Marketing Letters.

Lee, Ju-Yeon, Shrihari Sridhar, Conor Henderson, and Robert Palmatier (2014), “Effect of Customer-Centric Structures on Firm Performance,” forthcoming, Marketing Science.

Sridhar, Shrihari, Murali Mantrala and Prasad Naik (2014), “Efficiency Analysis of Marketing Organizations With Inter-connected Departments, “, Customer Needs and Solutions, 1(2), 154-167. 

 Sridhar, Shrihari, Sriram Narayanan and Raji Srinivasan (2014), “Dynamic Relationships Among R&D, Advertising, Inventory and Firm Performance,” , Journal of the Academy of Marketing Science, 42(3), 277-290.

Srinivasan, Raji, Shrihari Sridhar, Sriram Narayanan and Debika Sihi (2013), “Effects of Opening and Closing Stores on Chain Retailer Performance,” Journal of Retailing, 89(2), pp. 126-139.

Sridhar, Shrihari and Raji Srinivasan (2012), “Social Influence Effects in Online Product Ratings,” Journal of Marketing, 76(5), pp. 70-88.

Mantrala, Murali K., Shrihari Sridhar and Xiaodan Dong (2012), “Developing India-Centric B2B Sales Theory: An Inductive Approach Using Sales Job Ads,” Journal of Business and Industrial Marketing 27(3), pp. 169-175.

Raman, Kalyan, Murali K. Mantrala, Shrihari Sridhar and Elina Tang (2012), “Optimal Resource Allocation with Time-Varying Marketing Effectiveness, Margins and Costs,” Journal of Interactive Marketing,  26(1), pp. 43-52 (authors listed alphabetically).

Sridhar, Shrihari, Murali K. Mantrala, Prasad A. Naik and Esther Thorson (2011), “Dynamic Marketing Budgeting for Platform Firms: Theory, Evidence and Application,”  Journal of Marketing Research, 48(6), pp. 929-943. 

Tang Elina, Shrihari Sridhar, Esther Thorson and Murali K. Mantrala (2011), “The Bricks that Build the Clicks: Newsroom Investments and Newspaper Online Performance,” Internationla Journal of Media Management, 13(2), pp. 107-128. 

Srinivasan, Raji, Gary L. Lilien and Shrihari Sridhar (2011), “Should Firms Spend More On R&D And Advertising During Recessions?,” Journal of Marketing, 75(May), pp. 49-65 .

Sonke Albers, Murali K. Mantrala and Shrihari Sridhar (2010), “Personal Selling Elasticities: A Meta-Analysis,” Journal of Marketing Research, 47 (3), pp. 840-853 (authors listed alphabetically).

Srinath Gopalakrishna, Catherine Roster and Shrihari Sridhar, (2010), “An Exploratory Study of Product Search by Attendees at a Business Trade Show,”  Journal of Business-to-Business Marketing 25(4), pp. 241-248.

Murali K. Mantrala, Prasad A. Naik, Shrihari Sridhar and Esther Thorson (2007), “Uphill or Downhill?  Locating Your Firm on a Profit Function,” Journal of Marketing,71 (2), pp. 26-44 (authors listed alphabetically).

Thorsten Hennig-Thurau, Mark B. Houston and Shrihari Sridhar, (2006), “Can Good Marketing Carry a Bad Product? Evidence from the Motion Picture Industry,” Marketing Letters, 17(July), pp. 205-219.


Effective Marketing Spending
Marketing Strategy
Media Markets

Media Mention

Retailing,  Booz & co.

Retailing,  Fox Business

Newsroom,  Reuters

Newsroom,  Free Press of America

Online Newspaper Advertising,  Times of India


PhD, Marketing, University of Missouri,  2009 

M.S., Engineering Management, University of Missouri,  2004 

B.E., R.V. College of Engineering, Mechanical Engineering,  2002 


MKTG 450W, Marketing Strategy

MKTG 521, Scientific Marketing Analysis & Implementation