UNIVERSITY PARK, Pa. -- Hari Sridhar, assistant professor of marketing in the Penn State Smeal College of Business, has received the Best Paper Award for a 2012 paper published in the Journal of Interactive Marketing.
Sridhar’s paper, “Optimal Resource Allocation with Time-varying Marketing Effectiveness, Margins and Costs,” focuses on the variance of marketing-mix effectiveness over time and how to optimize allocation of marketing resources with time-varying effectiveness.
The paper’s authors include Sridhar, Kalyan Raman of the Integrated Marketing Communications Program at Northwestern University, Murali K. Mantrala of the Trulaske College of Business at the University of Missouri and Yihui Tang of the College of Business at the Illinois State University.
Sridhar has been a member of the Smeal College faculty since 2011. His research focuses on the use of econometric methods to investigate the effectiveness of firms’ marketing-mix decisions. Sridhar also teaches undergraduate and master of business administration-level courses in marketing.
The Journal of Interactive Marketing is a scholarly journal focusing on electronic, interactive and direct marketing environments.