Sridhar Moorthy
Bio
Sridhar Moorthy is Professor and Manny Rotman Chair in Marketing. He is also a Senior Consultant at CRA (Charles River Associates). Professor Moorthy's expertise is in bringing economic perspectives to bear on marketing problems. His current research focuses on strategic issues in advertising, branding, product differentiation, retailing, and digital marketing. He is an Associate Editor of Management Science, and sits on the Advisory Board of Quantitative Marketing and Economics (which he co-edited from 2010-2013). He is 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
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1998-Present
Manny Rotman Chair in Marketing, Rotman School of Management
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1997-1998
Visiting Associate Professor of Marketing, The Wharton School, University of Pennsylvania
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1990-1997
Associate Professor of Marketing and Area Coordinator, William E. Simon Graduate School of Business Administration, University of Rochester
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1984-1990
Assistant, then Associate Professor of Marketing, Yale School of Management, Yale University
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1990
Visiting Associate Professor, The John E. Anderson Graduate School of Management, UCLA
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1988
Visiting Associate Professor, INSEAD, France
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1982-1984
Assistant Professor of Marketing, Graduate School of Management, University of Rochester
Non-Academic Positions
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2000-Present
Senior Consultant, CRA (Charles River Associates)
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2006-2010
Vice President, Education, INFORMS Society for Marketing Science
Selected Publications - Papers
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Sridhar Moorthy
Customer Needs and Solutions
Issue:6
2019
Pages: 57-62
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B. Hollenbeck, S. Moorthy, D. Proserpio
Marketing Science
Issue:38
2019
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C. Narasimhan, P. Papatla, B. Jiang, P. K. Kopalle, P. R. Messinger, S. Moorthy, D. Proserpio, U. Subramanian, C. Wu, and T. Zhu)
Customer Needs and Solutions
Issue:5
2018
Pages: 93-106
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P. Jeziorski and S. Moorthy
Management Science
Issue:64
2018
Pages: 1365-1383
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S. Moorthy, Y. Chen and S. S. Tehrani
Marketing Science
Issue:37
2018
Pages: 138-152
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R. Borkovsky, A. Goldfarb, A. Haviv, and S. Moorthy
Marketing Science
Issue:36
2017
Pages: 471-499
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S. Moorthy
Marketing Science
Issue:31, September-October
2012
Pages: 756-770
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A. Goldfarb, Q. Lu, S. Moorthy
Marketing Science
Issue:28, January-February
2009
Pages: 69-86
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Q. Lu and S. Moorthy
Marketing Science
Issue:26, January-February
2007
Pages: 67-82
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S. Moorthy and R. Winter
RAND Journal of Economics
Issue:37, Summer
2006
Pages: 449-465
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S. Moorthy
Marketing Science
Issue:24 (Winter)
2005
Pages: 110-122
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I. Horstmann and S. Moorthy
Quantitative Marketing and Economics
Issue:1
2003
Pages: 337-365
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J. Banks and S. Moorthy
International Journal of Industrial Organization
Issue:17
1999
Pages: 371-398
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S. Moorthy, B. Ratchford and D. Talukdar
Journal of Consumer Research
Issue:March
1997
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R. Desiraju and S. Moorthy
Management Science
Issue: Vol. 43, No. 12
1997
Pages: 1628-1644
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S. Moorthy and K. Srinivasan
Marketing Science
Issue:Vol. 14, No. 4
1995
Pages: 442-466
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S. Moorthy and I. P. L. P'ng
Management Science
Issue:March
1992
Pages: 345-359
Selected Publications - Books and Chapters
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B. Bronnenberg, J-P. Dube, and S. Moorthy
Handbook of the Economics of Marketing
Issue:1
2019
Pages: 291-358
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S. Moorthy
The Palgrave Encyclopedia of Strategic Management
2016
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Marketing Applications of Game Theory
in Game Theory and Business Applications 2nd Edition; K. Chatterjee and W. Samuelson (eds.). New York: Springer
2013
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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
2012
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Competitive Marketing Strategies: Game-Theoretic Models
in Handbooks in Operations Research and Management Science: Marketing, Josh Eliashberg and Gary Lilien (editors). Amsterdam: North-Holland
1993
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Marketing Models
(with P. Kotler and G. Lilien)
New Jersey: Prentice Hall
Issue:Englewood Cliffs
1992
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 Statistics for Management in the MBA program, and Analytics in Management and Analytics for Marketing Strategy in the Master of Management Analytics program.
Honors and Awards
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2021
ISMS Fellow, INFORMS Society for Marketing Science
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2018
Finalist, John D. C. Little Award, Best Marketing Paper published in Marketing Science or Management Science, INFORMS Society for Marketing Science
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2017-2022
Principal Investigator, Social Sciences and Humanities Research Council Award
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2013
Finalist, Long Term Impact Award, INFORMS Society for Marketing Science
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2006
Roger Martin and Nancy Lang Award for Excellence in Research, Rotman School of Management, University of Toronto
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2005
Finalist, John D. C. Little Award, Best Marketing Paper published in Marketing Science or Management Science, INFORMS Society for Marketing Science
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1999
Professor of the Year, MBA Class of 1999, Rotman School of Management, University of Toronto
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1982
Winner, George E. Nicholson, Jr. Student Paper Competition, Operations Research Society of America