Sridhar Balasubramanian

Sridhar Balasubramanian is Professor of Marketing and Roy and Alice H. Richards Bicentennial Distinguished Scholar at the University of North Carolina's Kenan-Flagler Business School. His research focuses on marketing strategy, technology strategy, innovation and growth strategy, customer-focused management, services marketing, e-business, game theory, and competition management.

Dr. Balasubramanian has published extensively on pricing strategies for information goods, consumer behavior in technology markets, and multichannel marketing environments. His current work examines technology-intensive project management, consumer options in forward markets, and behavior change at the base of the economic pyramid. His research integrates marketing with operations, IT, and strategy disciplines.

He has received several prestigious awards including the John D.C. Little Award from INFORMS for the best marketing paper. His publications appear in leading journals such as Marketing Science, Management Science, Journal of Marketing, and Journal of Marketing Research.

Dr. Balasubramanian maintains active industry engagement, having consulted for organizations including Bank of America, Boeing, FedEx, Lowe's, and the U.S. military. He co-authored globally recognized marketing textbooks with Philip Kotler and Gary Armstrong that have been translated into 13 languages.