Faculty profiles
Sreelata
Jonnalagedda
Summary
Sreelata Jonnalagedda is a Professor in the Marketing department at Indian Institute of Management Bangalore. Dr. Jonnalagedda develops and teaches a course on Pricing Strategy, covering the economics, operational, and tactical aspects of pricing for second-year MBA students. She also teaches Marketing Management for MBA students and Marketing Models for doctoral students. She has co-developed ‘BrandQuest’, a pricing and positioning simulation for MBA students. In her research, Dr. Jonnalagedda aims to construct a theoretical and empirical basis to understand the incentive structures that drive pricing (on the sellers’ end) and purchase behavior (consumers’ end). Structuring the price of innovative durable products, and understanding how bundles, retail prices and assortment choices influence consumer perceptions are among her research interests. Her wider areas of research include pricing, channel structures, information diffusion (word-of-mouth), and the application of gametheoretical modeling techniques to marketing problems. Her work has been published in leading journals such as Management Science, Manufacturing & Service Operations Management, and the IIMB Management Review. Dr. Jonnalagedda has worked on case studies/consulting engagements on pricing and marketing innovations, including pricing information products such as InMobi, Red Force Labs, and Amable. Dr. Jonnalagedda holds a PhD from The University of Texas, Austin, a Masters in Transportation from the New Jersey Institute of Technology, and Bachelors in Civil
Engineering from the Indian Institute of Technology, Madras. Prior to completing her Ph.D., she worked as a consultant with Supply Chain Consultants, Inc (now Arkieva).
Accomplishments
In her research, Dr. Jonnalagedda aims to construct a theoretical and empirical basis to understand the incentive structures that drive pricing (on the sellers’ end) and purchase behavior (consumers’ end). Structuring the price of innovative durable products, and understanding how bundles, retail prices and assortment choices influence consumer perceptions are among her research interests. Her wider areas of research include pricing, channel structures, information diffusion (word-of-mouth), and the application of game-theoretical modeling techniques to marketing problems. Her work has been published in leading journals such as Management Science, Manufacturing & Service Operations Management, and the IIMB Management Review. Dr. Jonnalagedda has worked on case studies/consulting engagements on pricing and marketing innovations, including pricing information products such as InMobi, Red Force Labs, and Amable.
1. “Design for the Environment: Impact of Regulatory Policies on Product Development” with Gouda, S.K., and H. Saranga. Forthcoming in European Journal of Operational Research
2. "Optimal Algorithms for Assortment Selection under ranking based consumer choice models." Manufacturing & Service Operations Management, Vol 14(2), 2012. With Honhon, D and X. Pan
3. "Durable Products, Time Inconsistency and Lock-in." Management Science, Vol. 57. 2011, with Gilbert, S. A.
4. "Revenue Generation in the Information era: Opportunities and Challenges " IIMB Management Review, Vol. 23. 2010
5. "Heuristics for the assortment planning problem under ranking-based Consumer Choice Models." with Honhon, D and X. Pan. Under Review, IIE Transactions
6. “To Adapt or Design: The Emerging Market Dilemma for Automakers,” with Saranga, H. Under 2nd Round of Review, POM Journal
7. “Commonality Decisions when Designing for Multiple Markets,” with Saranga, H. Under Review, European Journal of Operational Research
8. “Taking the Lead: Can Recommender Systems Lend a Helping Hand to Late Entrants?” with Jain, D. Under Review
9. “Heard You but Don’t Know You: Targeting Using Word-of-Mouth Agents,” with Bhalla, M. and P. Chakrabarti. Manuscript being prepared for submission
RESEARCH PRESENTATIONS
1. "Pricing in the Information Era: Opportunities and Challenges." Invited talk at ISB’s Service Science Workshop, Sep 2013
2. "Targeting using Word-of-Mouth Agents." Presented at Marketing Science 2013, Istanbul
3. "Targeting using Word-of-Mouth Agents." Invited talk at SMU Marketing Conference, Singapore, Jan 2013
Dr. Jonnalagedda teaches a course on Pricing Strategy, covering the economics, operational and tactical aspects of pricing for second-year MBA students. She also teaches Marketing Management for MBA students, and Marketing Models for doctoral students. She has co-developed ‘BrandQuest’, a pricing and positioning simulation for MBA students.
COURSES TAUGHT
• Pricing Strategy for PGP/PGSEM/ePGP programs/EEP (New Elective designed and successfully offered since 2010 across Long Duration Programs)
• Marketing Management – Core Course for PGP(MBA) & EGMP(Executive) Students
• Marketing Models: Course for Doctoral Students
CASES AND TEACHING MATERIAL
1. Jonnalagedda, S. and Ami S. “Telma: Creating and Defending a Market Leader” IIMB case.
• Pharmaceutical marketing case
• Status: Distributed through HBS Press: IMB521-PDF-ENG
2. Jonnalagedda, S. and Suhuruta K. “Amable: Marketing Innovative Education” IIMB case.
• Marketing credence services
• Status: Distributed through HBS Press: IMB517-PDF-ENG
3. Jonnalagedda, S. “Tears with them, Tears without: Onion Prices Make India Cry” IIMB Case , Jan 2015
• Commodity pricing: the role of policy and regulation
• Status: Distributed through HBS Press: IMB487-PDF-ENG
4. Jonnalagedda, S. “Red Force Labs: Securing Online Transactions, at what Price?” IIMB Case (Distributed through HBS Press: IMB377-PDF-ENG), Aug 2012
• Case on entrepreneurial pricing, price structure
• Status: Distributed through HBS Press: IMB487-PDF-ENG
5. Prakhya, S. and Sreelata J. “Maxim Inc” IIMB Case
• Introductory marketing case that concerns understanding 5 C’s
• Status: Under review for Publication in HBSP
6. Jonnalagedda, S. “The Mother of all Challenges: Marketing Formula Milk” IIMB Case
• Ethical dilemmas in marketing
• Status: Completed (Used in Marketing Management core class)
7. Jonnalagedda, S. and enParadigm Learning Solutions “Brand Quest: A product positioning and pricing game”. A simulation exercise designed for MBA students.
• Pricing and positioning simulation that concerns a new product introduction in a duopoly market
• Status: Completed and used in Pricing course (in 2011, 2012 and 2013)
• Student Advising: DAC Member of Prashant Baliga(defended), Prashant Chintapalli (defended), Aruna Divya T., Sirish Kumar Gowda
• Administration/Service at IIMB:
o IMR Doctoral Conference Chair (2014, 2015)
o Post Graduate Program Committee (2014 - 15)
o Post Graduate Program in Enterprise Management Committee (2014 - present)
o Campus Creche Committee (2011 onwards)
• Awards and Grants:
o Dean’s Fellowship, McCombs School of Business, 2005-2009
o William W. and Ruth F. Cooper Fellowship, McCombs School of Business, 2004
o Bonham Fellowship for research and travel, McCombs School of Business, University of Texas at Austin, 2007-2009
• Referee: POM, TOPM, Omega, Decision Support Systems, IIE Transactions.
• Consulting & Training Projects: Purna Organics, Maxim Inc, InMobi, Amable, Genpact
• Media Mentions
o Economic Times, 24 June 2015, Startups use cashback service to woo customers
o Economic Times, 10 July 2015, Seller's Carnival