Sridhar Narayanan

Professor of Marketing, Stanford University Graduate School of Business

Research Expertise

Online advertising
Emerging Markets
Small Business Development
Social Networks
Learning
Marketing
Economics and Econometrics
Business and International Management
Pharmacology (medical)
Strategy and Management
Health Policy

About

Sridhar Narayanan’s research focuses on empirical analysis of marketing problems, through the estimation of econometric models on behavioral data and through field experiments. His current streams of streams focus on various problems in digital advertising and other aspects of digital marketing, and on the adoption and usage of modern marketing practices and technologies by small businesses in emerging markets. He has focused on causal estimation using experimental, quasi-experimental and econometric approaches. Topics he has focused on in the past include learning and decision-making under uncertainty, peer effects, pharmaceutical marketing, the role of marketing over the product life cycle among others. A particular area of interest of his is the application of Bayesian methods to problems in marketing and empirical industrial organization.

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

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

Chicago, Illinois, United States of America

University of Delhi

MBA / 1997

New Delhi

University of Delhi

BEng, Electrical Engineering / 1995

New Delhi

Experience

Stanford University, Graduate School of Business

Professor of Marketing / 2021Present

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