Carnegie Mellon University

Kannan Srinivasan

Kannan Srinivasan

H.J. Heinz II Professor of Management, Marketing and Business Technologies

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  • TEP - Tepper Building - Room 5126
  • 412-268-8840
5000 Forbes Avenue
Pittsburgh, PA 15213


  • University of California-Los Angeles - Ph D (Management) - 1986
  • XLRI - MBA (Marketing/Finance) - 1980
  • University of Madras - BA (Engineering) - 1978


  • Firms' Strategic Leverage of Unplanned Exposure: An Analysis in the Context of Celebrity Endorsements

    (author(s): Timothy Derdenger, Hui Li, Kannan Srinivasan)
    Journal of Marketing Research

  • How Much Is An Image Worth? An Empirical Analysis of Property’s Image Aesthetic Quality on Demand at AirBNB

    (author(s): Shunyuan Zhang, Dokyun Lee, Param Singh, Kannan Srinivasan)
    International Conference on Information Systems, 2016

  • Professional versus Amateur Images: Investigating Differential Impact on Airbnb Property Demand

    (author(s): Shunyuan Zhang, Dokyun Lee, Param Singh, Kannan Srinivasan)
    Conference on Information Systems and Technology, 2016

  • A Structured Analysis of Unstructured Big Data Leveraging Cloud Computing

    (author(s): Xiao Liu, Param Singh, Kannan Srinivasan)
    Marketing Science 353, 2016; 363-388

  • Crowdsourcing New Product Ideas under Consumer Learning

    (author(s): Yan Huang, Param Singh, Kannan Srinivasan)
    Management Science 60(9), 2014

  • Economic Value of Celebrity Endorsements: Tiger Woods' Impact on Sales of Nike Golf Balls

    (author(s): Timothy Derdenger, Kannan Srinivasan, Kevin Chung)
    Marketing Science 32(2), 2013; 271-293

  • Crowdsourcing Blockbuster Ideas: A Dynamic Structural Model of Ideation

    (author(s): yan huang, Param Singh, Kannan Srinivasan)
    International Conference of Information Systems, 2011

  • A Position Paradox in Sponsored Search Auctions

    (author(s): Kannan Srinivasan, Kinshuk Jerath, L. Ma, Y. Park)
    Marketing Science, 2011

  • Cross-Market Discounts

    (author(s): Kinshuk Jerath, Marcel Goic, Kannan Srinivasan)
    Marketing Science 30(1), 2011; 134-148

  • Firm Strategies in the "Mid Tail" of Platform-Based Retailing

    (author(s): Kannan Srinivasan, Kinshuk Jerath, B. Jiang)

  • Product Strategy Under Open Source

    (author(s): Kannan Srinivasan, V. Kumar, B. Gordon)
    Marketing Science, 2011

  • Crowdsourcing Blockbuster Ideas: A Dynamic Structural Model of Ideation

    (author(s): yan huang, Param Singh, Kannan Srinivasan)
    Conference of Information Systems and Technology, 2011

  • A "Position Paradox" In Sponsored Search Auctions

    (author(s): Kinshuk Jerath, Liye Ma, Young-Hoon Park, Kannan Srinivasan)
    Marketing Science 30(4), 612-627

  • Firm Strategies In The "Mid Tail" Of Platform-Based Retailing

    (author(s): Baojun Jiang, Kinshuk Jerath, Kannan Srinivasan)
    Marketing Science 30(5), 757-775

  • When Auction Meets Fixed Price: A Theoretical and Empirical Examination of Buy-it-Now Auctions

    (author(s): Xin Wang, Alan Montgomery, Kannan Srinivasan)
    Qme-Quantitative Marketing and Economics 6(4), 2008; 339-371

  • Modeling Online Browsing and Path Analysis Using Clickstream Data

    (author(s): Alan Montgomery, S. Li, Kannan Srinivasan, J. Liechty)
    Marketing Science 23(4), 2004; 579-595

  • Managing NPD: Cost and Schedule Performance in Design and Manufacturing

    (author(s): Akhilesh Bajaj, Sunder Kekre, Kannan Srinivasan)
    Management Science 50(4), 2004; 527-536

  • New Product Design and Manufacturing: Managing Cost and Time to Market

    (author(s): Sunder Kekre, A. Bajaj, Kannan Srinivasan)
    Management Science, Operations and Marketing Interface 50, 2004

  • Levers for Improving NPD Times and Financial Performance
    Managing Business Interfaces: Marketing, Engineering and Manufacturing Perspectives

    (author(s): Sunder Kekre, A. Bajaj, Kannan Srinivasan)

  • Product Differentiation And Commonality In Design: Balancing Revenue And Cost Drivers

    (author(s): P Desai, Sunder Kekre, S Radhakrishnan, Kannan Srinivasan)
    Management Science 47(1), 2001; 37-51

  • Modeling Impacts of Electronic Data Interchange
    Quantum Models for Supply Chain Management

    (author(s): Sunder Kekre, Tridas Mukhopadhyay, Kannan Srinivasan)
    Kluwer Publishers, 1998

  • Information Technology Impact On Process Output And Quality

    (author(s): Tridas Mukhopadhyay, S Rajiv, Kannan Srinivasan)
    Management Science 43(12), 1997; 1645-1659

  • New Product Development Structures And Time-To-Market

    (author(s): S Datar, C Jordan, Sunder Kekre, S Rajiv, Kannan Srinivasan)
    Management Science 43(4), 1997; 452-464

  • Advantages Of Time-Based New Product Development In A Fast-Cycle Industry

    (author(s): S Datar, CC Jordan, Sunder Kekre, S Rajiv, Kannan Srinivasan)
    Journal Of Marketing Research 34(1), 1997; 36-49

  • New Product Development Structures: The Effect Of Customer Overload On Post-Concept Time To Market

    (author(s): S Datar, C Jordan, Sunder Kekre, S Rajiv, Kannan Srinivasan)
    Journal Of Product Innovation Management 13(4), 1996; 325-333

  • Drivers of Customer Satisfaction for Software Products: Implications for Design and Service Support

    (author(s): Sunder Kekre, M. Krishnan, Kannan Srinivasan)
    Management Science, 1995

  • Operating Decisions, Supplier Availability and Quality: An Empirical Study

    (author(s): Sunder Kekre, B.P.S. Murthy, Kannan Srinivasan)
    Journal of Operations Management Special Issue, 1995

  • Costs, Quality and Customer Satisfaction with Software Products: A Field Study
    Series on Quality

    (author(s): Sunder Kekre, M. Krishnan, C. Kreibel, Tridas Mukhopadhyay, M. Kellner, Kannan Srinivasan)
    Harvard Business Press, 1994

  • The Knowledge Factory: Competitive Structures for Absorption of Market & Technical Information
    Proceedings of 2nd International Product Development Conference on New Approaches to Development Engineering

    (author(s): Sunder Kekre, C. Jordan, Kannan Srinivasan)
    Gothenberg Center for Work Science, 1994

  • Impact of Material Flow Complexity and Technology Support on JIT Performance: An Empirical Investigation

    (author(s): Sunder Kekre, Kannan Srinivasan, Tridas Mukhopadhyay)
    Management Science, 1993

  • Simultaneous Cost Engineering & Management of Complexity

    (author(s): Sunder Kekre, S. Datar, Tridas Mukhopadhyay, Kannan Srinivasan)
    The Accounting Review 68(3), 1993

  • Wider Produce Line: Is It Necessary to Achieve Success?

    (author(s): Sunder Kekre, Kannan Srinivasan)
    Management Science, 1990

Working Papers

  • How Much is an Image Worth? Estimating Airbnb Property Demand Leveraging Large Scale Image Feature Extraction

    (author(s): Shunyuan Zhang, Dokyun Lee, Param Singh, Kannan Srinivasan)
    Management Science

  • Large Scale Cross Category Analysis of Consumer Review Content on Sales Conversion Leveraging Deep Learning

    (author(s): Xiao Liu, Dokyun Lee, Kannan Srinivasan)

  • Linear vs Non-Linear Streaming: The Role Release Timing Plays in Signaling Product Quality

    (author(s): Zijun Shi, Timothy Derdenger, Kannan Srinivasan)

  • How Airbnb Affects Local Rental Market

    (author(s): Hui Li, Yijin Kim, Kannan Srinivasan)

  • Image Feature Extraction and Demand Estimation on Airbnb: A Deep Learning Approach.

    (author(s): Shunyuan Zhang, Dokyun Lee, Param Singh, Kannan Srinivasan)
    Workshop on Information Systems and Economics, 2016

  • Setting Overdraft Fees in the Presence of Mobile Alerts Using Consumer Financial Transaction Data

    (author(s): Xiao Liu, Alan Montgomery, Kannan Srinivasan)
    Marketing Science

  • Time- and Location-Based Seasonality and Flexible-Capacity Firm Strategy: Airbnb and Hotels

    (author(s): Hui Li, Kannan Srinivasan)

  • Funding of Innovative Products: Early Investor Preferences

    (author(s): Timothy Derdenger, Kannan Srinivasan)

  • Strategic Analysis of User Generated Content: Competitive Responses of Pricing, Advertising and Product Premium to Consumer Reviews

    (author(s): Kannan Srinivasan, B. Jun)

University Service



  • ABB (January 2002 - 2002)
  • Fujitsu (January 2002 - 2002)
  • Kraft Foods (January 2002 - 2002)
  • Management Science Associates (January 2002 - 2002)
  • PricewaterhouseCoopers (January 2002 - 2002)
  • Whiz Bang Labs (January 2002 - 2002)
  • Xerox (January 2002 - 2002)

Professional Activities

  • Co-Chair, SICS Conference (2011 -)
  • Associate Editor, Management Science (January 2002 -)
  • Area Editor, Marketing Science (January 2002 -)
  • Member, Senior Advisory Committee to the Dean (2002 -)
  • Associate Editor, Quantitative Marketing and Economics (January 2002 -)
  • Several internet startups (January 2002 -)
  • President-Elect, INFORMS, Society on Marketing Science (2010 - 2011)