Narasimhan Srinivasan, PhD, MBA

Associate Professor, School of Business (Affiliate)

Research Overview

Micro and macro effects of information and decision making; survey research; consumer research; online consumer behavior; cross-cultural research


Ph.D. State University of New York at Buffalo
1987 Major: Marketing

MBA Indian Institute of Management, Ahmedabad
1981 Major: Marketing

B. Tech. University of Madras, India
1979 Major: Chemical Engineering (with distinction)

Featured Publications

Ralston, D et al (including Narasimhan Srinivasan), (2009), “Ethical Preferences for Influencing Superiors: A 41 Society Study,” Journal of International Business Studies, 40(6), 1022-1045.

Reed, Kira, Narasimhan Srinivasan and Harold Doty (2009), “Adapting Human and Social Capital to Impact Performance: Some empirical Findings from the US Personal Banking Sector,” Journal of Management Issues, Vol XXI, No. 1, Spring, 36-57.

Jain, Subhash and Narasimhan Srinivasan (2008), “Assessment of Globalization: A Revisit,” Journal of Global Business Advancement, Vol 1, No. 2/3, 178-203.

Reed, Kira, Michael Lubatkin and Narasimhan Srinivasan (2006), “Proposing and Testing an Intellectual Capital based View of the Firm,” Journal of Management Studies, Vol 43, No. 4, pp. 867-893

Handy, Femida and Narasimhan Srinivasan (2005), “The Demand for Volunteer Labor: A Study of Hospital Volunteers,” Nonprofit and Voluntary Sector Quarterly, Vol. 34, No. 4, (December), pp. 491-509.

Ahearne, Michael, Luke Weinstein and Narasimhan Srinivasan (2004), “Impact of Technology on Sales Performance: Progressing from Technology Acceptance to Technology Usage and Consequence,” Journal of Personal Selling and Sales Management, Special Issue on Customer Relationship Management: Strategy, Process and Technology, (Fall 2004), Vol 24, Number 4, pp. 297-310.

Srinivasan, Narasimhan (2004), “Wireless Local Area Networks and Applications,” Annual Review of Communications, Vol. 57.

Handy, Femida and Narasimhan Srinivasan (2004), “Valuing Volunteers: An Economic Evaluation of the Net Benefits of Hospital Volunteers,” Nonprofit and Voluntary Sector Quarterly, Vol. 33, 1, pp. 1-27.

Narasimhan Srinivasan, Subhash Jain and Kiranjit Sikand (2004), “An Experimental Study of Two Dimensions of Country-of-Origin (Manufacturing Country and Branding Country) using Intrinsic and Extrinsic Cues,” International Business Review, Vol. 31, Issue 1 (February), pp. 65-82.

McDonald, Robert and Narasimhan Srinivasan, (2004) “Technological Innovations in Hospitals: What Kind of Competitive Advantage?” International Journal of Technology Marketing, Vol. 28, Issue 1, pp. 103-117.

Jain, Subhash and Narasimhan Srinivasan (2004), “Globalization: an assessment,” Journal of Global BusinessResearch, Vol, 1, No. 1 (Spring), pp.1-11.

Daniel, Harold Z, Donald J. Hempel and Narasimhan Srinivasan (2003), “Project Selection: A Value Analysis,” Industrial Marketing Management , Vol 32, No. 1, 39-53.

Daniel, Harold Z., Donald J. Hempel and Narasimhan Srinivasan (2002), “A Model of Value Assessment in Collaborative R&D Programs,” Industrial Marketing Management, Vol. 31, No 8, 657-668.

Ralston, David. A., Guenther Vollmer, Narasimhan Srinivasan, Joel D. Nicholson, Moureen Tang and Paulina Wan (2001), “Strategies of Upward Influence: A Study of Six Cultures from Europe, Asia and America,” Journal of Cross-Cultural Psychology, Vol 32, No. 6 (November), 728-735.

Lubatkin, Michael, Hemant Merchant and Narasimhan Srinivasan (1997), “Merger Strategies and Shareholder Value During Times of Relaxed Antitrust Enforcement: A Case of Large Mergers During the 1980s,” Journal of Management, 23 (1), 59-81.

Ratchford, Brian T., Jagdish Agrawal, Pamela Grimm and Narasimhan Srinivasan (1996), “Toward Understanding the Measurement of Market Efficiency (1996),” Journal of Public Policy and Marketing, Vol. 15, 2 (Fall), 167-184. Outstanding Article Award, JPPM, for articles during 1995-1997.

Putsis, Willam P. Jr. and Narasimhan Srinivasan (1995), “So, How Long Have You Been in the Market?” Managerial and Decision Economics, 16 (March-April), 95-110.

Putsis, Willam P. Jr. and Narasimhan Srinivasan (1994), “Buying or Just Browsing? The Duration of Purchase Deliberation,” Journal of Marketing Research, Vol. 31, No. 3 (August), 393-402.

Agrawal, Jagdish, Pamela Grimm and Narasimhan Srinivasan (1993), “Quantity Surcharges on Groceries,” Journal of Consumer Affairs, Vol. 27, No. 2 (Winter), 335-356.

Lubatkin, Michael, Hemant Merchant and Narasimhan Srinivasan (1993), “Construct Validity of Some Unweighted Product-Count Diversification Measures,” Strategic Management Journal, Vol. 14, No. 6 (September), 433-449.

Ratchford, Brian T. and Narasimhan Srinivasan (1993), “An Empirical Investigation of Returns to Search,” Marketing Science, Vol. 12, No. 1 (Winter), 73-87.

Srinivasan, Narasimhan and Brian T. Ratchford (1991), “An Empirical Test of a Model of External Search for Automobiles,” Journal of Consumer Research, Vol. 18, No. 2 (September), 233-242.

Srinivasan, Narasimhan (1990), “Pre-Purchase External Search for Information,” (1990) in Review of Marketing โ€“ 1990, (ed.) Valarie Ziethaml, Chicago: American Marketing Association, 153-189.

Srinivasan, D. and Narasimhan Srinivasan, (1979), “Environmental Education โ€“ To Meet the Challenge of Ecological Imbalance,” “the leader” article in Chemical Age of India, 317-321.

Contact Information
Mailing AddressSchool of Business
Department of Marketing
2100 Hillside Road, Unit 1041
Storrs, CT 06269-1041
Office LocationSchool of Business Building