Prof. Srinivas Sridharan | The Research Journey

Prof. Srinivas Sridharan professional experience spans India, USA, Canada and Australia over 24 years. His research interest include the impact of markets on quality of life. His work is published in academic journals in marketing and interdisciplinary areas. He taught across undergraduate, Masters, and PhD programs. He supervises PhD projects that seek to critically examine marketing systems for opportunities to create social innovations (enhance human welfare and reduce material waste).

 

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Prof. Srinivas Sridharan is an Associate Professor at Monash Business School. He teaches a range of Marketing courses and contributes to the research profile of the Department of Marketing. He has reviewed and published over 42 research papers, 4 case studies and has given presentations at conferences and industry/ government groups. 

 

The cases written by Prof. Srinivas Sridharan focuses on decision challenges in marketing strategy and emphasises emerging markets & sustainability issues. These are..

 

•  Marico Industries Limited: Central Sales Organization (# 9B06A010 – Ivey Publishing) – a sales structuring problem Air Deccan A: Changing the Face of Indian Aviation (# 9B07A001 – Ivey Publishing) 
• Air Deccan B: From Creating Change to Changing Creatively (# 9B07A015 – Ivey Publishing) – a market longevity problem 
• Suzlon Energy Ltd: Global Account Management (#9B09M037 – Ivey Publishing) – a globalization problem in a sustainability market – wind power 
• Eureka Forbes Ltd: Growing the Water Purifier Business (#9B10A007 – Ivey Publishing) – a market penetration problem in a sustainability  and mass consumer market – water purification 

 

His research vision is to explore the impact of markets and marketing on quality of life. He has a well-cited body of work on consumer  and entrepreneurial dynamics in low-income marketplaces. He focused on basic goods and services – food, energy, water and sanitation,  this research explains how impoverished market actors leverage their marketplace rights, enhance their power, and engage their  capabilities productively to move out of poverty. 

 

His current research interests include examining marketplace compassion and  nurturance in the Australian economy along with their key drivers and consequences. In recognition of my research alignment with the United Nations Principles of Responsible Management Education (UN PRME). He was  awarded a Deans Commendation for UN PRME Research Excellence in 2017. 

 

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