Sridhar Narayanan
Professor of Marketing, Stanford University Graduate School of Business
Research Interests
About
Publications
Temporal Differences in the Role of Marketing Communication in New Product Categories
Journal of Marketing Research / Aug 01, 2005
Narayanan, S., Manchanda, P., & Chintagunta, P. K. (2005). Temporal Differences in the Role of Marketing Communication in New Product Categories. Journal of Marketing Research, 42(3), 278–290. https://doi.org/10.1509/jmkr.2005.42.3.278
Return on Investment Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing-Mix Interactions
Journal of Marketing / Oct 01, 2004
Narayanan, S., Desiraju, R., & Chintagunta, P. K. (2004). Return on Investment Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing-Mix Interactions. Journal of Marketing, 68(4), 90–105. https://doi.org/10.1509/jmkg.68.4.90.42734
Heterogeneous Learning and the Targeting of Marketing Communication for New Products
Marketing Science / May 01, 2009
Narayanan, S., & Manchanda, P. (2009). Heterogeneous Learning and the Targeting of Marketing Communication for New Products. Marketing Science, 28(3), 424–441. https://doi.org/10.1287/mksc.1080.0410
The role of self selection, usage uncertainty and learning in the demand for local telephone service
Quantitative Marketing and Economics / Feb 13, 2007
Narayanan, S., Chintagunta, P. K., & Miravete, E. J. (2007). The role of self selection, usage uncertainty and learning in the demand for local telephone service. Quantitative Marketing and Economics, 5(1), 1–34. https://doi.org/10.1007/s11129-006-9015-z
Position Effects in Search Advertising and their Moderators: A Regression Discontinuity Approach
Marketing Science / May 01, 2015
Narayanan, S., & Kalyanam, K. (2015). Position Effects in Search Advertising and their Moderators: A Regression Discontinuity Approach. Marketing Science, 34(3), 388–407. https://doi.org/10.1287/mksc.2014.0893
Estimating Causal Installed-Base Effects: A Bias-Correction Approach
Journal of Marketing Research / Feb 01, 2013
Narayanan, S., & Nair, H. S. (2013). Estimating Causal Installed-Base Effects: A Bias-Correction Approach. Journal of Marketing Research, 50(1), 70–94. https://doi.org/10.1509/jmr.11.0183
Inefficiencies in Digital Advertising Markets
Journal of Marketing / Apr 22, 2020
Gordon, B. R., Jerath, K., Katona, Z., Narayanan, S., Shin, J., & Wilbur, K. C. (2020). Inefficiencies in Digital Advertising Markets. Journal of Marketing, 85(1), 7–25. https://doi.org/10.1177/0022242920913236
Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry
Marketing Letters / Dec 01, 2005
Manchanda, P., Wittink, D. R., Ching, A., Cleanthous, P., Ding, M., Dong, X. J., Leeflang, P. S. H., Misra, S., Mizik, N., Narayanan, S., Steenburgh, T., Wieringa, J. E., Wosinska, M., & Xie, Y. (2005). Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry. Marketing Letters, 16(3–4), 293–308. https://doi.org/10.1007/s11002-005-5893-1
An Experimental Investigation of the Effects of Retargeted Advertising: The Role of Frequency and Timing
Journal of Marketing Research / Mar 29, 2019
Sahni, N. S., Narayanan, S., & Kalyanam, K. (2019). An Experimental Investigation of the Effects of Retargeted Advertising: The Role of Frequency and Timing. Journal of Marketing Research, 56(3), 401–418. https://doi.org/10.1177/0022243718813987
An empirical analysis of individual level casino gambling behavior
Quantitative Marketing and Economics / Aug 17, 2011
Narayanan, S., & Manchanda, P. (2011). An empirical analysis of individual level casino gambling behavior. Quantitative Marketing and Economics, 10(1), 27–62. https://doi.org/10.1007/s11129-011-9110-7
Study II: Effectiveness of Search Engine Advertising
Effectiveness of Online Marketing Campaigns / Jan 01, 2013
Klapdor, S. (2013). Study II: Effectiveness of Search Engine Advertising. Effectiveness of Online Marketing Campaigns, 75–101. https://doi.org/10.1007/978-3-658-01732-3_5
Discrete choice models of firms’ strategic decisions
Marketing Letters / Sep 18, 2008
Draganska, M., Misra, S., Aguirregabiria, V., Bajari, P., Einav, L., Ellickson, P., Horsky, D., Narayanan, S., Orhun, Y., Reiss, P., Seim, K., Singh, V., Thomadsen, R., & Zhu, T. (2008). Discrete choice models of firms’ strategic decisions. Marketing Letters, 19(3–4), 399–416. https://doi.org/10.1007/s11002-008-9060-3
Identifying Causal Marketing Mix Effects Using a Regression Discontinuity Design
Marketing Science / Nov 01, 2011
Hartmann, W., Nair, H. S., & Narayanan, S. (2011). Identifying Causal Marketing Mix Effects Using a Regression Discontinuity Design. Marketing Science, 30(6), 1079–1097. https://doi.org/10.1287/mksc.1110.0670
The Informative versus Persuasive Role of Marketing Communication in New Product Categories: An Application to the Prescription Antihistamines Market
SSRN Electronic Journal / Jan 01, 2003
Narayanan, S., Manchanda, P., & Chintagunta, P. K. (2003). The Informative versus Persuasive Role of Marketing Communication in New Product Categories: An Application to the Prescription Antihistamines Market. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.472881
Bayesian estimation of discrete games of complete information
Quantitative Marketing and Economics / Oct 10, 2012
Narayanan, S. (2012). Bayesian estimation of discrete games of complete information. Quantitative Marketing and Economics, 11(1), 39–81. https://doi.org/10.1007/s11129-012-9127-6
The Impact of Mobile App Failures on Online and Offline Purchases
SSRN Electronic Journal / Jan 01, 2018
Narang, U., Shankar, V., & Narayanan, S. (2018). The Impact of Mobile App Failures on Online and Offline Purchases. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3144434
Psychosocial Correlates of HIV-related Sexual Risk Factors among Male Clients in Southern India
International Journal of Psychology and Behavioral Sciences / Dec 01, 2012
Prosad Roy, K., Mahapatra, B., Bhanot, A., Kapoor, A., & Shankar Narayanan, S. (2012). Psychosocial Correlates of HIV-related Sexual Risk Factors among Male Clients in Southern India. International Journal of Psychology and Behavioral Sciences, 2(6), 245–254. https://doi.org/10.5923/j.ijpbs.20120206.08
Wavelet and multiple linear regression analysis for identifying factors affecting particulate matter PM2.5 in Mumbai City, India
International Journal of Quality & Reliability Management / Nov 04, 2019
Venkataraman, V., Usmanulla, S., Sonnappa, A., Sadashiv, P., Mohammed, S. S., & Narayanan, S. S. (2019). Wavelet and multiple linear regression analysis for identifying factors affecting particulate matter PM2.5 in Mumbai City, India. International Journal of Quality & Reliability Management, 36(10), 1750–1783. https://doi.org/10.1108/ijqrm-06-2018-0150
Modernizing Retailers in an Emerging Market: Investigating Externally Focused and Internally Focused Approaches
Journal of Marketing Research / Feb 18, 2022
Anderson, S. J., Iacovone, L., Kankanhalli, S., & Narayanan, S. (2022). Modernizing Retailers in an Emerging Market: Investigating Externally Focused and Internally Focused Approaches. Journal of Marketing Research, 59(3), 472–496. https://doi.org/10.1177/00222437211058437
Effects of Attention and Recognition on Engagement, Content Creation and Sharing: Experimental Evidence from an Image Sharing Social Network
SSRN Electronic Journal / Jan 01, 2020
Huang, J., & Narayanan, S. (2020). Effects of Attention and Recognition on Engagement, Content Creation and Sharing: Experimental Evidence from an Image Sharing Social Network. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3760804
Does Emotional Matching Between Video Ads and Content Lead to Better Engagement: Evidence from a Large-Scale Field Experiment
SSRN Electronic Journal / Jan 01, 2022
Kapoor, A., Narayanan, S., & Sharma, A. (2022). Does Emotional Matching Between Video Ads and Content Lead to Better Engagement: Evidence from a Large-Scale Field Experiment. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4131151
Effects of Attention and Recognition on Engagement, Content Creation and Sharing: Experimental Evidence from an Image Sharing Social Network
SSRN Electronic Journal / Jan 01, 2020
Huang, J., & Narayanan, S. (2020). Effects of Attention and Recognition on Engagement, Content Creation and Sharing: Experimental Evidence from an Image Sharing Social Network. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3760804
The Causal Effect of Attention and Recognition on the Nature of User-Generated Content: Experimental Results from an Image-Sharing Social Network
SSRN Electronic Journal / Jan 01, 2022
Huang, J., Kaul, R., & Narayanan, S. (2022). The Causal Effect of Attention and Recognition on the Nature of User-Generated Content: Experimental Results from an Image-Sharing Social Network. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4185208
Stanford Graduate School of Business
Grad's Guide to Graduate Admissions Essays / Sep 03, 2021
Reding, C. (2021). Stanford Graduate School of Business. Grad’s Guide to Graduate Admissions Essays, 109–111. https://doi.org/10.4324/9781003235361-27
Identifying Complementarities in Subscription Software Usage Using Advertising Experiments
SSRN Electronic Journal / Jan 01, 2021
Zeller, J., & Narayanan, S. (2021). Identifying Complementarities in Subscription Software Usage Using Advertising Experiments. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3923090
Modernizing Retailers in an Emerging Market: Investigating Externally-focused and Internally-focused Approaches
SSRN Electronic Journal / Jan 01, 2020
Anderson‐Macdonald, S., Iacovone, L., Kankanhalli, S., & Narayanan, S. (2020). Modernizing Retailers in an Emerging Market: Investigating Externally-focused and Internally-focused Approaches. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3685514
Identification and measurement of health-related spillovers in impact evaluations
Jul 01, 2016
Benjamin-Chung, J., Tran, D., Abedin, J., F. Arnold, B., Berger, D., Hubbard, A., Clark, A., P. Luby, S., Falcao, L., Miguel, E., Jimenez, V., M. Colford, J., … Konagaya, E. (2016). Identification and measurement of health-related spillovers in impact evaluations. https://doi.org/10.23846/srs003
Motivating employees to acquire digital skills
Russian Management Journal / Jan 01, 2020
Kabalina, V. I., Makarova, A. V., & Reshetnikova, K. V. (2020). Motivating employees to acquire digital skills. Russian Management Journal, 18(3), 411–432. https://doi.org/10.21638/spbu18.2020.306
An Experimental Investigation of the Effects of Retargeted Advertising: The Role of Frequency and Timing
SSRN Electronic Journal / Jan 01, 2017
Sahni, N. S., Narayanan, S., & Kalyanam, K. (2017). An Experimental Investigation of the Effects of Retargeted Advertising: The Role of Frequency and Timing. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2852484
The Sealed-Bid Abstraction in Online Auctions
Marketing Science / Nov 01, 2010
Zeithammer, R., & Adams, C. (2010). The Sealed-Bid Abstraction in Online Auctions. Marketing Science, 29(6), 964–987. https://doi.org/10.1287/mksc.1100.0561
Pharmaceutical marketing return‐on‐investment: a European perspective
International Journal of Pharmaceutical and Healthcare Marketing / Jul 03, 2007
Rod, M., Ashill, N. J., & Carruthers, J. (2007). Pharmaceutical marketing return‐on‐investment: a European perspective. International Journal of Pharmaceutical and Healthcare Marketing, 1(2), 174–189. https://doi.org/10.1108/17506120710763013
Customer Satisfaction, Cash Flow, and Shareholder Value
Journal of Marketing / Jul 01, 2005
Gruca, T. S., & Rego, L. L. (2005). Customer Satisfaction, Cash Flow, and Shareholder Value. Journal of Marketing, 69(3), 115–130. https://doi.org/10.1509/jmkg.69.3.115.66364
Education
University of Chicago
PhD, Marketing / 2005
University of Delhi
MBA / 1997
University of Delhi
BEng, Electrical Engineering / 1995
Experience
Stanford University, Graduate School of Business
Professor of Marketing / 2021 — Present
Links & Social Media
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