Rajendra Srivastava
Executive Director - Centre for Business Innovation (CBI), Executive Fellow Programme in Management (EFPM)
Rajendra Srivastava is the former Dean of the Indian School of Business (ISB) and the Novartis Professor of Marketing Strategy and Innovation. He comes with an experience of over 30 years as an academic and administrator. He has held several tenured faculty and administrative positions throughout his career. Before joining ISB, he served as Provost and Deputy President of Academic Affairs at Singapore Management University.
His research interests include marketing strategy, marketing metrics, and brand/customer Management. His current work focuses on business model innovations, especially in services, B2B, technology, and emerging markets. He is best known globally for his work on measuring the impact of market-facing business processes (innovation, supply-chain, and customer management) that create value for customers, and the value of market-based assets (customers, channels, brands, and value networks). He is also recognised for his work in competitive market structures and brand equity/strategic brand management.
His latest research and teaching interests include strategic performance management, marketing accountability, and driving growth and shareholder value.
Professor Srivastava is a highly cited scholar with work published in leading marketing journals. He is also the recipient of several awards and honours. He has been actively involved in setting up several new postgraduate and doctoral programmes as well as research centres and initiatives in close collaboration with industry. He has also been involved in consulting and senior management training with global MNCs and brings a unique blend of experiences integrating academic and business perspectives from both the West and the East.
He is a committed advocate of cross-functional integration in the management of business processes and has championed interdisciplinary research and academic programmes. He has nurtured multi-disciplinary areas of excellence in financial markets, innovation, and business analytics.
Prior to joining Singapore Management University, he held distinguished research chairs and senior management positions at the University of Texas at Austin and Emory University in Atlanta.
- PhD, University of Pittsburgh, 1979
- MBA, University of Pittsburgh, 1978
- MS in Industrial Engineering, University of Rhode Island, 1974
- B.Tech in Mechanical Engineering, Indian Institute of Technology, 1972
Academic positions
- 2022 - Present: , Global Advisory Board, SKEMA Business School, Paris, France
- 2021 - Present: Fellowship - Novartis Professor of Marketing Strategy and Innovation, Indian School of Business
- 2021 - Present: Executive Director, ISB, Executive Fellows Program in Management (EFPM)
- 2021 - Present: Executive Director, ISB, ISB Centre for Business Innovation (CBI)
- 2020 - Present: AMA Fellow, American Marketing Association
- 2015 - Present: LKC Chair & Distinguished Professor of Marketing and International Business, Singapore Management University
- 2005 - Present: Research Fellow, IC-Sq. Institute, The University of Texas at Austin, McCombs Business School
- 2005 - Present: Senior Fellow IC2 Institute, University of Texas at Austin
- 2004 - Present: Emory Marketing Institute, GOIZUETA BUSINESS SCHOOL, EMORY UNIVERSITY
- 2019 - 2021: Chairperson, Atal Incubation Center (AIC)
- 2016 - 2021: Dean, Indian School of Business
- 2016 - 2021: Dean & Novartis Professor of Marketing Strategy and Innovation, Indian School of Business
- 2015 - 2017: Mack Institute Senior Fellow, Wharton School, Univ. of Pennsylvania
- 2009 - 2015: Provost and Deputy-President (Academic Affairs), Singapore Management University
- 2000 - 2015: e-BRC Research Fellow, Smeal College of Business, Penn State University
- 2003 - 2010: Roberto C. Goizueta Chair in Marketing and e-Commerce, EMORY UNIVERSITY, GOIZUETA BUSINESS SCHOOL
- 2008 - 2009: Provost and Vice President for Academic Affairs, Singapore Management University
- 2004 - 2008: Executive & Founding Director, Emory Marketing Institute, Emory University, Goizueta Business School
- 2001 - 2008: Visiting Professor, Helsinki School of Economics (Singapore)
- 2000 - 2007: Visiting Professor, Indian School of Business
- 2004 - 2005: Senior Associate Dean for Executive Programs, Emory University, Goizueta Business School
- 2004 - 2005: Senior Associate Dean for Executive Programs, Goizueta Business School, Emory University
- 2003 - 2005: Marketing Area Coordinator, Emory University, Goizueta Business School
- 2003 - 2005: Associate Dean, Executive Education, GOIZUETA BUSINESS SCHOOL, EMORY UNIVERSITY
- 2003 - 2005: Presidential Advisory Committee, GOIZUETA BUSINESS SCHOOL, EMORY UNIVERSITY
- 2003 - 2005: Promotion & Tenure Committee, GOIZUETA BUSINESS SCHOOL, EMORY UNIVERSITY
- 1983 - 2005: Charles A LeMaistre Research Fellow, IC2 Institute, The University of Texas at Austin, McCombs Business School
- 2002 - 2004: ISBM Research Fellow, Smeal College of Business, Penn State
- 2001 - 2003: Jack R. Crosby Regent’s Chair in Business and Professor of Marketing and Management Science & Information Systems (MSIS), The University of Texas at Austin, McCombs Business School
- 1999 - 2000: Senior Associate Dean and Daniel J. Jordan Professor of Marketing, Emory University, Goizueta Business School
- 1998 - 1999: George Kozmetsky Centennial Chair, The University of Texas at Austin, McCombs Business School
- 1997 - 1999: Visiting Professor, London Business School
- 1997 - 1999: Founding, Executive Director, Center for Customer Insight, The University of Texas at Austin, McCombs Business School
- 1995 - 1999: Senior Associate Dean for Academic Affairs, Senior Associate Dean for Executive Education, Research and Collaboration, The University of Texas at Austin, McCombs Business School
- 1995 - 1998: Jack R. Crosby Regents Chair in Business Administration, The University of Texas at Austin, McCombs Business School
- 1992 - 1997: Graduate Adviser (Doctoral Program), The University of Texas at Austin, McCombs Business School
- 1993 - 1995: Chairman, Department of Marketing, The University of Texas at Austin, McCombs Business School
- 1990 - 1995: Sam Barshop Professor of Marketing, The University of Texas at Austin, McCombs Business School
- 1986 - 1988: Zale Corporation Centennial Fellow, The University of Texas at Austin, McCombs Business School
- 1983 - 1988: Associate Professor of Marketing, The University of Texas at Austin, McCombs Business School
- 1978 - 1983: Assistant Professor of Marketing, The University of Texas at Austin, McCombs Business School
- Kumar, V., Linda Hollebeek., Sharma, A., Rajan, B., Srivastava, Rajendra. (2025) "Responsible Stakeholder Engagement Marketing", Journal of Business Research, 2025 February, Vol 189 #115143
- Srivastava, Rajendra., Kim, Francis. (2024) "Deep Tech Projects, Uncertainties, and Entrepreneurial Strategies: An Explanatory Typology", California Management Review Insights
- Srivastava, Rajendra., Kulkarni, Aman., S, Vijay. (2024) "Digital India", Asian Management Perspectives
- Srivastava, Rajendra., Govindarajan, Vijay., Srivastava, Anup., Kulkarni, Aman. (2024) "Made in India", California Management Review
- Srivastava, Rajendra., Sunder, Vijaya., Mamidi, Rithica. (2024) "Unlocking the Potential for Design Thinking for Social Change", Management and Business Review
- Hollebeek, L., Srivastava, Rajendra., Clark, M., Urbonavicius, S., Lim, W. (2024) "Crafting Conceptual Proposition-Based Contributions in Psychology and Marketing: The 7C Framework.", Psychology & Marketing
- Srivastava, Rajendra., Kim, Francis. (2024) "Backcasting from the Future: Strategies for Accelerating and De-Risking Discontinuous Innovations", California Management Review
- Srivastava, Rajendra., Srivastava, Anup., Govindarajan, Vijay., Kulkarni, Aman., Bardiya, Alok. (2023) "Leveraging Engineering and Research Talent in India with Global Capability Centers", California Management Review, Vol 66, Issue 1, Fall 2023
- Srivastava, Rajendra. (2023) "How popular is the usage of technology-based payment among retail store owners and consumers?-In emerging markets", International Journal of Business Forecasting and Marketing Intelligence, 8 (2), 114-130
- Srivastava, Rajendra., Bagri, Prakash., Pedada, Kiran., Sinha, Ashish. (2022) "Ecommerce Disrupted: Is Social eCommerce the Future of Online Shopping", Management and Business Review
- Srivastava, Rajendra., Kumar, V. (2022) "Value Creation and Value Appropriation", Journal of Creating Value, Vol-8 (Issue-2)
- Srivastava, Rajendra., Rego, Lopo., Brady, Michael., Leone, Robert., Roberts, John., Srivastava, Chandra. (2022) "Brand Response to Environmental Turbulence: A Framework and Propositions for Resistance, Recovery and Reinvention", International Journal of Research in Marketing, 39 (2), 583-602
- Srivastava, Rajendra. (2022) "Moving the Stakeholder Journey Forward", Journal of Academy of Marketing Science, 51, 23-49
- Srivastava, Rajendra., Sinha, Ashish., Pedada, Kiran., Purkayastha, Anish., Balani, Sandeep. (2022) "Digital Transformation as Disruptive Strategy", California management review
- Srivastava, Rajendra., Hollebeek, Linda., Kumar, V. (2022) "From Customer-to Actor-to Stakeholder Engagement: Taking Stock, Conceptualization, and Future Directions", Journal of Service Research, 25 (2), 328 - 343
- Srivastava, Rajendra., Padigar, Manjunath., Sinha, Ashish., Pupovac, Ljubomir. (2022) "The effect of marketing department power on investor responses to announcements of AI-embedded new product innovations", Journal of the Academy of Marketing Science, 50, 1277–1298 (2022)
- Sinha, Ashish., Pedada, Kiran., Purkayastha, Anish., Srivastava, Rajendra., Balani, Sandeep. (2022) "Digital Transformation as Disruptive Strategy: Using Data and Disruptive Technology to Unlock Growth, Build Resilience, and Create Shareholder Value", California Management Review
- Sinha, Ashish., Bagri, Prakash., Pedada, Kiran., Srivastava, Rajendra. (2022) "Ecommerce Disrupted: Is Social Ecommerce the Future of Online Shopping?", Management and Business Review
- Srivastava, Rajendra., Sinha, Ashish., Purkayastha, Anish. (2022) "Harnessing Artificial Intelligence and Disruptive Technologies to Benefit Society", California Management Review
- Srivastava, Rajendra., Kumar, V. (2020) "New Perspectives on Business Model Innovations in Emerging Markets", Journal of the Academy of Marketing Science
- Srivastava, Rajendra. (2019) "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM", Journal of the Academy of Marketing Science, 47, 161 - 185
- Srivastava, Rajendra., Sungwook Min., Xubing Zhang., Namwoon Kim. (2016) "Customer Acquisition and Retention Spending: An Analytical Model and Empirical Investigation in Wireless Telecommunications Markets", Journal of Marketing Research, 53 (5), 728 - 744
- Srivastava, Rajendra., Cem Bahadir., Sundar Bharadwaj. (2015) "Marketing Mix and Brand Sales in Global Markets: Examining the Contingent Role of Country-Market Characteristics", Journal of International Business Studies, 46 (5), 596-619
- Srivastava, Rajendra., Stefan Worm. (2014) "Impact of component supplier branding on profitability and risk", International Journal of Research in Marketing, 31 (4), 409-424
- Srivastava, Rajendra. (2014) "Leveraging Market-Based Assets to De-Risk the Firm’s Operations", Asian Management Insights, 1 (2)
- Srivastava, Rajendra., Frank Germann., Rajdeep Grewal., William T. Ross Jr. (2013) "Product recalls and the moderating role of brand commitment", Marketing Letters, 25, 179–191
- Srivastava, Rajendra., Gregory M. Thomas. (2010) "Managing Brand Performance: Aligning Positioning, Execution and Experience", Journal of Brand Management, 17 (7), 465-471
- Srivastava, Rajendra., Namwoon KIM., Jae H PAE., Jin K. HAN. (2010) "Utilization of Business Technologies: Managing Relationship-Based Benefits for Buying and Supplying Firms", Industrial Marketing Management, 39 (3), 473-484
- Srivastava, Rajendra., Dominique M. Hanssens., Roland T. Rust. (2009) "Marketing Strategy and Wall Street: Nailing Down Marketing’s Impact", Journal of Marketing, 73 (6), 115-118
- Srivastava, Rajendra., Sridhar Ramaswami., Mukesh Bhargava. (2009) "Market-based Capabilities and Financial Performance of Firms: Insights Into Marketing’s Contribution to Firm Value", Journal of the Academy of Marketing Science, 37 (2), 97-116
- Srivastava, Rajendra., S. Cem Bahadir., Sundar Bharadwaj. (2008) "Financial Value of Brands in Mergers and Acquisitions: Is Value in the Eye of the Beholder?", Journal of Marketing, 72 (6), 49-64
- Srivastava, Rajendra., Naveen Donthu., Naras Eechambadi., Greg Thomas. (2008) "Work Smarter: Delivering Better Results by Investing in Marketing Performance Capabilities", Marketing Management, 35-40
- Srivastava, Rajendra., Namwoon Kim. (2007) "Modeling Cross-Price Effects on Inter-Category Dynamics: The Case of Three Computing Platforms", OMEGA: International Journal of Management Science, 35 (3), 290 - 301
- Srivastava, Rajendra., Leone, Robert P.., Vithala R. Rao., Kevin Lane Keller., Anita Man Luo., Leigh McAlister. (2006) "Linking Brand Equity to Customer Equity", Journal of Service Marketing, 9 (2), 125-138
- Srivastava, Rajendra., Roland Rust., Tim Ambler., Greg Carpenter., V. Kumar. (2004) "Measuring Marketing Productivity: Current Knowledge and Future Directions", Journal of Marketing, 68 (4), 76-89
- Srivastava, Rajendra., Tony Capraro., Susan Broniarczyk. (2003) "Factors Influencing the Likelihood of Customer Defection: The Role of Consumer Knowledge", Journal of the Academy of Marketing Science, 31 (2), 164-175
- Srivastava, Rajendra., Judy Frels., Tassu Shervani. (2003) "The Integrated Networks Model: Explaining Resource Allocations in Networked Business Markets", Journal of Marketing, 67 (1), 29-45
- Srivastava, Rajendra., John Hogan., Don Lehmann., Maria Merino., Jacquelyn Thomas., Peter Verhoef. (2002) "Linking Customer Assets to Financial Performance", Journal of Service Research, 5 (1), 26-38
- Srivastava, Rajendra., Namwoon Kim., Jin K. Han. (2002) "A Dynamic IT Adoption Model for the SOHO Market: PC-Generational Decision with Technological Expectations", Management Science, 48 (2), 222-240
- Srivastava, Rajendra., Liam Fahey., Joyce Sharon., David E. Smith. (2001) "Linking e-Business and Operating Processes: The Role of Knowledge Management", IBM Systems Journal, 40 (4), 889-907
- Srivastava, Rajendra., Liam Fahey., Kurt Christianson. (2001) "Resource-Bzased View and Marketing", Journal of Management, 27, 777-802
- Srivastava, Rajendra. (2001) "“Baylor University Roundtable on Business Practice and Education in the New Economy", Journal of Applied Corporate Finance, 14 (2), 62-78
- Srivastava, Rajendra., Namwoon Kim., Jin K. Han. (2001) "Consumer Decision-Making in a Multi-Generational Choice Set Context", Journal of Business Research, 53 (3), 123 - 136
- Srivastava, Rajendra., Mukesh Bhargava., John Kim. (2000) "Explaining Context Effects on Choice Using a Model of Comparative Judgment", Journal of Consumer Psychology, 9 (3), 167-177
- Srivastava, Rajendra., V. Kumar., Sridhar Ramaswami. (2000) "A Model of Shareholder Returns: Marketing Implications", Journal of Business Research, 50 (2), 157-167
- Srivastava, Rajendra., S. Ratneshwar., Allan Shocker., June Cotte. (1999) "Product, Person, and Purpose: Putting the Consumer Back into Theories of Dynamic Market Behavior", Journal of Strategic Marketing, 7, 191-208
- Srivastava, Rajendra., Tasadduq Shervani., Liam Fahey. (1999) "Marketing, Business Processes and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing", Journal of Marketing, 63 (4), 168-179
- Srivastava, Rajendra., Namwoon Kim., Eileen Bridges. (1999) "A Simultaneous Model for Innovative Product category Sales Diffusion and Competitive Dynamics", International Journal of Research in Marketing, 16 (2), 95-111
- Srivastava, Rajendra., Namwoon Kim. (1999) "Managing IntraOrganizational Diffusion of Technological Innovations", Industrial Marketing Management, 27 (3), 229 - 246
- Srivastava, Rajendra., Jin K. Han., Namwoon Kim. (1998) "Marketing Orientation and Organizational Performance: Is Innovation a Missing Link?", Journal of Marketing, 62 (4), 30-45
- Srivastava, Rajendra., Tasadduq A. Shervani., Liam Fahey. (1998) "Market-Based Assets and Shareholder Value: A Framework for Analysis", Journal of Marketing, 62 (1), 1-14
- Srivastava, Rajendra., Srini Srinivasan., Kapil Bawa. (1997) "Coupon Attractiveness and Coupon Proneness: A Framework for Modeling Coupon Redemption", Journal of Marketing Research, 34 (4), 517-525
- Srivastava, Rajendra., Tassu Shervani., Liam Fahey. (1997) "Driving Shareholder Value: The Role of Marketing in Reducing Vulnerability and Volatility of Cash Flows", Journal of Market-Focused Management, 2, 49-64
- Srivastava, Rajendra., Anthony Capraro. (1997) "Has the Influence of Financial Performance on Reputation Measures Been Over-stated?", Corporate Reputation Review
- Srivastava, Rajendra., Elliot Maltz. (1997) "Managing Retailer-Supplier Partnerships With EDI: Evaluation and Implementation", Long Range Planning, 30 (6), 862-876
- Srivastava, Rajendra., Anthony Capraro., Thomas McInish., Robert Wood. (1997) "The Value of Corporate Reputations: Evidence from the Equity Markets", Corporate Reputation Review, 1
- Srivastava, Rajendra., Vijay Mahajan., Namwoon Kim. (1995) "Use of New Product Diffusion Models for Market Valuation of a Firm in Telecommunications Industry", Technological Forecasting and Social Change, 49, 257-279
- Srivastava, Rajendra., Vijay Mahajan., Vithala Rao. (1994) "An Approach to Assess the Importance of Brand Equity in Acquisition Decisions", Journal of Product Innovation Management, 11 (3), 221-235
- Srivastava, Rajendra., Allan Shocker., Robert Ruekert. (1994) "The Changing Perspectives, Challenges and Opportunities Facing Brand Management", Journal of Marketing Research, 31 (2), 149-158
- Srivastava, Rajendra., Thomas McInish., Sridhar Ramaswami. (1993) "Investors Choice of Full Service Versus Discount Brokerage Accounts", Review of Business and Economic Research
- Srivastava, Rajendra., Mike Zenor. (1993) "Inferring Market Structure With Aggregate Data: A Latent Segment Logit Approach", Journal of Marketing Research, 30 (3), 369-379
- Srivastava, Rajendra., S.N. Ramaswami., T.H. McInish. (1992) "An Exploratory Study of Portfolio Objectives and Asset Holdings", Journal of Economic Behavior & Organization, 19 (3), 285-306
- Srivastava, Rajendra., Thomas McInish., Sridhar Ramaswami. (1992) "Do More Risk Averse Investors Have Lower Net Worth and Income?", Financial Review, 28 (1), 91-106
- Srivastava, Rajendra., Wagner Kamakura., Sridhar Ramaswami. (1991) "Applying Latent Trait Analysis in the Evaluation of Prospects for Cross-Selling of Financial Services", International Journal of Research in Marketing, 8 (4), 329-349
- Srivastava, Rajendra., Leigh McAlister. (1991) "Incorporating Choice Dynamics in Models of Consumer Behavior", Marketing Letters, 2 (3), 241-252
- Srivastava, Rajendra., Vijay Mahajan., Eitan Muller. (1990) "Determinants of Adopter Categories Using Innovation Diffusion Models", Journal of Marketing Research, 27, 37-50
- Srivastava, Rajendra., D. L. Huff., J. M. Lutz. (1988) "A Geographical Analysis of the Innovativeness of States", Economic Geography, 64 (2), 137-146
- Srivastava, Rajendra. (1987) "Marketing of Technology Intensive Products to Industrial Firms: Developing a Service Orientation", High Technology Marketing Review, 1 (2), 11-21
- Srivastava, Rajendra., Wagner A. Kamakura. (1986) "An Ideal Point Probabilistic Choice Model for Heterogeneous Preferences", Marketing Science, 5 (3)
- Srivastava, Rajendra., R. T. Green. (1986) "Determinants of Bilateral Trade Flows", Journal of Business, 59 (4), 623-640
- Srivastava, Rajendra., V. Mahajan., S. N. Ramaswami., J. Cherian. (1985) "A Multi-Attribute Diffusion Model for Forecasting the Adoption of Investment Alternatives for Consumers,", Technological Forecasting and Social Change, 28 (4), 325-333
- Srivastava, Rajendra., H. Isakson., L. Price., T. McInish. (1984) "Analysis of Characteristics of Individual Investors in Real Estate Securities and Income Producing Property", Journal of the American Real Estate and Urban Economics Association, 12 (4), 521-541
- Srivastava, Rajendra., Wayne Hoyer. (1984) "Examination of Sources of Advertising Miscomprehension", Journal of Advertising, 13 (2), 17-26
- Srivastava, Rajendra., Wagner Kamakura. (1984) "Predicting Choice Shares Under Conditions of Brand Interdependence", Journal of Marketing Research, 21 (4)
- Srivastava, Rajendra., Thomas H. McInish., Linda Price. (1984) "Information Costs and Portfolio Selection", Journal of Banking & Finance, 8 (3), 417-429
- Srivastava, Rajendra., Thomas McInish. (1984) "The Nature of Individual Investors' Heterogeneous Expectations", Journal of Economic Psychology, 5 (3), 251-263
- Srivastava, Rajendra., Thomas McInish. (1984) "Ex Ante Expectations and Portfolio Selection", Financial Review, 19 (1), 84-96
- Srivastava, Rajendra., Mark Alpert., Allan D. Shocker. (1984) "A Customer-Oriented Approach for Determining Market Structures", Journal of Marketing, 48 (3)
- Srivastava, Rajendra., T. McInish. (1982) "Ex Ante Risk and Return: An Empirical Investigation", Southwest Journal of Business and Economics, 11, 94-96
- Srivastava, Rajendra., Thomas McInish. (1982) "Multidimensionality of Locus of Control for Common Stock Investors", Psychological Reports, 51 (2), 361-62
- Srivastava, Rajendra., Thomas McInish. (1982) "Teaching the Art of Market Making with a Game Simulation", Journal of Financial Education
- Srivastava, Rajendra., Thomas McInish. (1982) "The Determinants of Investments in Collectibles: A Profit Analysis", Journal of Behavioral Economics, 11, 123-134
- Srivastava, Rajendra., Robert Leone., Allan Shocker. (1981) "Market Structure Analysis: Hierarchical Clustering of Products Based on Substitution- in-Use", Journal of Marketing, 45 (3)
- Srivastava, Rajendra., E. Hirschman., Mark I. Alpert. (1980) "Consumer Credit Card Usage and Retail Purchasing", Journal of Retail Banking, 2
- Srivastava, Rajendra., George S. Day., Allan D. Shocker. (1979) "Customer Oriented Approaches to Identifying Product-Markets", Journal of Marketing, 43 (4)
- Srivastava, Rajendra. (1979) "Attitude Change or Attitude Formation? An Unanswered Question", Journal of Consumer Research, 4 (4), 271-276
- Srivastava, Rajendra., Hollebeek, Linda. (2022) "Consumer involvement and engagement: From involvement’s elaboration likelihood to engagement’s investment propensity", American Psychological Association, 609–619
- Srivastava, Rajendra. (2022) "Rethinking Management Education in Dynamic and Uncertain Markets: Educating Future Leaders for Resilience and Agility", Cambridge University Press
- Srivastava, Rajendra., SR Nathan. "Economic History of Singapore", Singapore at 50
- Srivastava, Rajendra., Gregory Metz Thomas. "Future of Branding", Sage Publishing
- Srivastava, Rajendra. (2010) "Brand Platforms as Strategic Investments: Leveraging Customer Connections to Manage Profitability, Growth and Risk", Chapter 8 in The Connected Customer: The Changing Nature of Consumer and Business Markets
- Srivastava, Rajendra. (2004) "Can Marketing Bridge Corporate Fault Zones? Linking Marketing to Corporate Relevance", Does Marketing Need Reform
- Srivastava, Rajendra., Anitesh Barua., Preyas S. Desai. (2001) "Economic Perspectives in Digital Marketing", Digital Marketing
- Srivastava, Rajendra., Liam Fahey. (2001) "Leveraging e-Business in a Networked Economy", Pushing the Digital Frontier
- Srivastava, Rajendra. (1997) "Uncertainty as a Management Evaluation Tool for Infrastructure Projects", Regional Science: Perspectives for the Future
- Srivastava, Rajendra. (1991) "Strategic Issues in Lifecycle Management", Concurrent Lifecycle Management: Manufacturing, MIS and Marketing Perspectives
- Srivastava, Rajendra. (1991) "Valuation of Market Growth Opportunities", Concurrent Lifecycle Management: Manufacturing, MIS and Marketing Perspectives
- Srivastava, Rajendra., R. T. Green. (1987) "Classification of Export Markets Based on Product Mix"
- Srivastava, Rajendra. (1987) "Strategic Challenges in the Financial Services Industry", Management of Strategic Change
- Srivastava, Rajendra. (1987) "Review of: W.S. Crawford (1985): The Elements of Graphing Data, Monterey, CA: Advanced Books and Software", Journal of Marketing Research
- Srivastava, Rajendra., A. D. Shocker. (1982) "Analytic Approaches to Product and Marketing Planning", Cambridge, MA: Marketing Science Institute, 2
- Srivastava, Rajendra. (1980) "Discrete Multivariate Analysis Texts: A Review", Journal of Marketing Research
- Srivastava, Rajendra., Gerald Zaltman. (1978) "Market Analysis", Encyclopedia of Professional Management
- Thorsten Wiesel., Roman Kräussl., Srivastava, Rajendra. (2012) "Are Financial Analysts “Good Marketers”? Implications for Marketing and Investor Relations", Marketing Science Institute Report, 12-108
- Srivastava, Rajendra., DJ Reibstein., Arch Woodside. (2005) "Metrics for linking marketing to financial performance", Marketing Science Institute Report
- Sridhar N. Ramaswami., Mukesh Bhargava., Srivastava, Rajendra. (2004) "Market-based Assets and Capabilities, Business Processes, and Financial Performance", Marketing Science Institute Report, 04-102
- Srivastava, Rajendra. (1987) "The CD Market", MRCA Information Service
- Srivastava, Rajendra. (1986) "IRA/Keogh's: A Market in Transition", MCRA Information Services
- Aheer, Anirudh Kumar., Pradhan, Ashish Kumar., Srivastava, Rajendra. (2023) "Application of Feedforward Neural Network in Portfolio Optimization and Geometric Brownian Motion in Stock Price Prediction", 2023 4th International Conference on Electronics and Sustainable Communication Systems (ICESC), 1494-1503
- Srivastava, Rajendra., Arvind Sahay. (1995) "Driving the Market: Licensing Strategies for Networked Product", Proceedings of the AMA Winter Educator’s Conference
- Srivastava, Rajendra., Kalpesh Desai., Wayne Hoyer. (1994) "Attribute Inheritance in Brand Extensions: Its Role in Extension Expectations and Evaluations", AMA Summer Educator’s Conference
- Srivastava, Rajendra., Allan Shocker., Beaver Creek., Colorado,. (1994) "Brand Equity: A Research Perspective on Its Management and Measurement", Proceedings of the Advanced Research Techniques Forum, American Marketing Association, 15-17
- Srivastava, Rajendra. (1991) "Project Valuation and Scheduling With Recourse", Proceedings of the Portland International Conference on Management of Engineering and Technology
- Srivastava, Rajendra. (1985) "Are People Always Risk Averse? Contextual Effects of Choice Under Uncertainty", AMA Educators' Conference Proceedings, Chicago: American Marketing Association.
- Srivastava, Rajendra., Stephen Goldberg. (1984) "Improved Analytical Techniques for Estimating Conjoint Models", Proceedings of Southwest Marketing Association Conference
- Srivastava, Rajendra., Robert Green. (1984) "Innovations in the World Markets: High Technology Trade of France, 1970-1981", Proceedings, 10th Annual Senanque International Marketing Conference
- Srivastava, Rajendra., Robert Leone., V. Kumar. (1983) "A Model of U. S. Automobile Demand", Advances in Consumer Research, 10, Association for Consumer Research, 11, 387 - 390
- Srivastava, Rajendra., Wagner Kamakura. (1983) "Adapting Latent Trait Theory for Attitude Scaling,", Proceedings of the AMA Winter Educators' Conference
- Srivastava, Rajendra., Wagner Kamakura. (1983) "Use of Probabilistic Choice Models in Estimating Demand for New Product Concepts", Proceedings of the First Marketing Science Conference, Providence, RI: The Institute of Management Sciences
- Srivastava, Rajendra., M. Alpert. (1982) "Market Structure Analysis Based on Appropriateness-in-Use: Some Pragmatic Considerations", Analytic Approaches to Product and Marketing Planning, II, MA: Marketing Science Institute
- Srivastava, Rajendra., Wagner Kamakura. (1982) "Prediction of Market Shares for New Products: A Comparison of PROBIT and LOGIT Methodologies,", Analytical Approaches to Product and Marketing Planning, MA: Marketing Science Institute, 2
- Srivastava, Rajendra. (1981) "Impact of Maintainability Ratings on Consumer Automobile Preferences", Proceedings of the International Automotive Ratings Symposium,
- Srivastava, Rajendra., W.A. Kamakura. (1981) "Latent Trait Theory and Attitude Scaling: The Use of Information Functions in Item Selection", Advances in Consumer Research, Assoc. for Consumer Research, 9, 251-256
- Srivastava, Rajendra., Robert Leone. (1980) "Attribute Overlap in the Modeling of Customer Product Portfolios", Advances in Consumer Research, 7, Association for Consumer Research
- Srivastava, Rajendra., Robert Leone. (1980) "Identifying Market Structures: A Hierarchical Clustering Approach", Educators' Conference Proceedings, American Marketing Association
- Srivastava, Rajendra., Robert Leone. (1980) "Market Structure Analysis: Hierarchical Clustering By a Procedure Which Retains Maximum Predictive Efficiency", Market Measurement and Analysis Proceedings, Providence: The Institute of Management Science
- Srivastava, Rajendra. (1980) "Usage-Situational Influences on Perceptions of Product Markets: Response Homogeneity and Its Implications for Consumer Research", Advances in Consumer Research 7, Assoc. for Consumer Research
- Srivastava, Rajendra. (1980) "Usage-Situational Influences on Perceptions of Product Markets: Theoretical and Empirical Issues", Advances in Consumer Research, Assoc. for Consumer Research
- Srivastava, Rajendra., Elizabeth Hirschman., Mark Alpert. (1979) "An Empirical Examination of Alternative Models for Predicting Consumer Utilization of Two Credit Card Systems", Advances in Consumer Research, 6, Association for Consumer Research
- Srivastava, Rajendra., A. D. Shocker., G. S. Day. (1978) "An Exploratory Study of the Situational Influences on the Composition of Competitive Product Markets", Advances in Consumer Research, 5, Association for Consumer Research
- Srivastava, Rajendra., Rohit Desphande. (1978) "Corporate Lobbying as Marketing Communications: Utilizing Multivariate Analysis for Segmentation Strategies", Development in marketing Science, Chicago: Academy of Marketing Science, 128-132
- Srivastava, Rajendra., Gerald Zaltman., Rohit Deshpande. (1978) "Perceptions of Unfair Marketing Practices: Consumerism Implications", Advances in Consumer Research, 5, Association for Consumer Research
- Srivastava, Rajendra., Randi Koeske. (1978) "Preliminary Examination of the Sources and Handling of Consumer Problems of the Elderly", Proceedings of the 1977 Research Symposium on Consumer Satisfaction/Dissatisfaction and Complaining Behavior,
- Srivastava, Rajendra., Mathur., S. C. Jain. (1977) "Marketing Implications of the Proposed Balanced Growth and Economic Planning Act", Contemporary Marketing Thought, Educators' Proceedings
- Srivastava, Rajendra., Rohit Deshpande. (1977) "The Management of Marketing Conflict: Implications for Public Policy", Educators' Proceedings, Chicago: American Marketing Association (
- Srivastava, Rajendra. (2000) "Building and Leveraging Market-based Assets to Drive Marketplace Performance and Value", Defying the Limits: Seeking New Heights in Customer Relationship Management
- Srivastava, Rajendra., Tasadduq A. Shervani., Liam Fahey. (1997) "Market-Based Assets and Shareholder Value: A Framework for Analysis", Marketing Science Institute Technical Paper
- Srivastava, Rajendra., Elliot Maltz. (1994) "Assessing the Value of Information Technology: A Systems Perspective", Marketing Science Institute Technical Paper
- Srivastava, Rajendra., Vijay Mahajan., Vithala Rao. (1993) "An Approach to Assess the Importance of Brand Equity in Acquisition Decisions", Marketing Science Institute Technical Paper, 11 (3), 93-124
- Srivastava, Rajendra., Allan Shocker. (1991) "Brand Equity: A Perspective on its Meaning and Measurement", Marketing Science Institute Technical Paper
- Srivastava, Rajendra., Kanugovi, Sreenath., Mukherjee, Samriddhi. (2024) "Gigvistas: Understanding GIG Models Beyond the business Canvas", Harvard Business Publishing
- Sunder M, Vijaya., Modukuri, Siddhartha., Srivastava, Rajendra. (2023) "Aadhaar: The Digital Multiplier of the Indian Economy", Harvard Business Publishing Education
- Srivastava, Rajendra. (2015) "Mia by Tanishq: Jewellery to entice the working woman in India", SMU-14-0046TN
- Srivastava, Rajendra., Havovi Joshi. (2012) "Income’s Orange Force: Powering Forward to Innovative Paths of Customer Excellence", SMU-12-0021TN NTUC