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Srinivas Prakhya

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Srinivas
Prakhya

Professor
Marketing
sprakhya@iimb.ac.in
Additional Information

Srinivas Prakhya’s research interests include Econometric Models of Consumer Behaviour, Direct Marketing, Decisions under Uncertainty, and Brand Choice Models.

Recent Publications

  • ‘Approaches to Decision Making under Uncertainty’, Anand Bhaskaran, Rahul Parihar, and Srinivas Prakhya (2008), IIMB Management Review, June, pp 228-239
  • ‘Bridging the Chasm between Management Education, Research and Practice: Moving Towards the ‘Grounded Theory' Approach’, Shlomo Maital, Srinivas Prakhya, and DVR Seshadri (2008), Vikalpa, Volume 33, Number 1, January–March, pp 1-18
  • ‘Existential Beliefs and Values’, Niranjan Narasimhan, Bhaskar Kumar, and Srinivas Prakhya  (2010) Journal of Business Ethics, Volume 96, Issue 3, pp 369-382
  • ‘Global Shapes of Preference Scaling Functions’, Kavitha Ranganathan and Srinivas Prakhya (2012), Journal of Interdisciplinary Economics 24, 2, pp 145-172

Professor Prakhya’s teaching areas are: Individual Choice Behaviour, Econometric Modeling of Consumer Behaviour, Knowledge Creation and Transfer, and Leadership, Self-Enquiry and Management.

Cases (IIMB cases on HBS)

  • ‘The Saffola Journey’, Srinivas Prakhya and Rochna Poddar, Publication Date - March 01, 2012, Revision Date - March 31, 2013
  • ‘Estimating Demand for a New Regional Transport Aircraft (A)’ Jayaram Holla, Rishikesha Krishnan and Srinivas Prakhya, Publication Date - March 01, 2012, Revision Date - March 31, 2013
  • ‘Estimating Demand for a New Regional Transport Aircraft (B)’ Jayaram Holla, Rishikesha Krishnan and Srinivas Prakhya, Publication Date - March 01, 2012, Revision Date - March 31, 2013
  • ‘Estimating Demand for a New Regional Transport Aircraft (C)’ Jayaram Holla, Rishikesha Krishnan and Srinivas Prakhya, Publication Date - March 01, 2012, Revision Date - March 31, 2013
  • ‘Retail Credit Scoring for Auto Finance Limited’ Sujoy Roychowdhury and Srinivas Prakhya, Publication Date - May 01, 2014

Professor Srinivas Prakhya has provided consulting service to demand forecasting, brand choice models, direct marketing, and choice based conjoint analysis to Fujitsu Telecom, Kraft, Kellogg's, TVS Finance, and NAL.

Academic Positions

IIM Bangalore, 1998-present

Visiting Faculty, Carnegie Mellon University, Pittsburgh and Qatar

Other Assignments

Retailing and General Management with OMC Computers and Mothercare India Limited

  • PhD (Industrial Administration – Marketing), Tepper School of Business, Carnegie Mellon University, Pittsburgh, PA, USA
  • MS (Industrial Administration), Tepper School of Business, Carnegie Mellon University, Pittsburgh, PA, USA
  • PGDM, Indian Institute of Management Calcutta, India
  • BTech (Civil Engineering), Indian Institute of Technology Madras, India