Professor Sridhar Moorthy is the Manny Rotman Professor of Marketing at Rotman School of Management, University of Toronto. He is also Senior Consultant at CRA International. His Ph.D. is from Stanford University, and he taught previously at University of Rochester, Yale, INSEAD, UCLA, Wharton, and Indian School of Business.


Moorthy’s research uses the tools of economics to study marketing problems. A lot of his recent work has focused on branding issues, especially different ways of building brands, brand extension strategy, brand valuation, and the impact of the Internet on brands. Previous work, published in journals such as Marketing Science and Journal of Economic Theory, has examined product differentiation strategies, the relationship between advertising spending and product quality, first- and second-mover advantages, manufacturer-retailer relations, and price matching guarantees. His paper, “Market Segmentation, Self-Selection, and Product Line Design,” (Marketing Science Fall 1984) won the George E. Nicholson, Jr. Student Paper Competition of the Operations Research Society of America. Other papers, “Market Segmentation, Cannibalization, and the Timing of Product Introductions,” (Management Science 1992, joint with I. P'ng) and “A General Theory of Pass-Through in Channels with Category Management and Retail Competition,” (Marketing Science 2005) were finalists for the John D. C. Little Award for the Best Marketing Paper published in Marketing Science or Management Science (the latter also a finalist for the Long-Term Impact Award).


Sridhar Moorthy is an Associate Editor (and past Co-Editor-in-Chief) of Quantitative Marketing and Economics, Associate Editor of Management Science, and serves on the editorial boards of Journal of Marketing Research, and Review of Marketing Science. He is the co-author (with Philip Kotler and Gary Lilien) of the textbook Marketing Models (Prentice Hall 1992). From 2006-2010 he was Vice President, Education, for INFORMS Society for Marketing Science.


He has taught courses at all B-School levels over the years––MBA, Ph.D., and Executive. His teaching portfolio includes courses in Branding, Marketing Strategy, Retailing, Pricing, and Consumer Behavior. Students in the MBA class of 1999 awarded him “Professor of the Year.”


Professor Moorthy has consulted for companies such as Nortel, Eastman Kodak, and Mobil on marketing strategy issues involving branding, retailing, pricing, and advertising, and provided expert testimony in a number of legal cases, including Owens Corning Canada LP v. Pinkwood Ltd. and Cano Coatings Inc., The Commissioner of Competition v. Chatr Wireless Inc. and Rogers Communications Inc., Jaguar Canada Inc. and Jaguar Cars Limited v. Remo Imports Ltd., British Columbia Light Cigarette Class Action, and Competition Bureau of Canada v. Sears Canada.


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