Wagner, William B. and Srinath Gopalakrishna (2001), “Incorporating Shortage Strategies in Industrial Marketing,” Journal of Business and Industrial Marketing, 16, 7, 540-552.
Marketing
Srinath Gopalakrishna
Professor of Marketing, David and Judy O'Neal MBA Professor, and Faculty Director execMBA
Srinath Gopalakrishna is a Professor of Marketing, David and Judy O'Neal MBA Professor and Faculty Director of the execMBA at the Robert J. Trulaske, Sr. College of Business, University of Missouri. He is a dedicated scholar with a focus on business-to-business marketing and sales management. Specifically, his research has examined the integration of marketing communication elements, measuring the economic returns from marketing expenditures, analyzing sales motivation/incentive programs and assessing the drivers of intermediate and overall sales outcomes. Several of his research projects have been funded by the Marketing Science Institute. His publications include articles in the Journal of Marketing, Journal of Marketing Research, Marketing Science, and International Journal of Research in Marketing, among other journals. He also serves on the editorial review board of the Journal of Marketing, Journal of Business-to-Business Marketing and Journal of Personal Selling and Sales Management.
Gopalakrishna has been the recipient of the College’s Distinguished Research Fellowship Award, the O’Brien Award for Teaching Excellence and our University’s William T. Kemper Fellowship for Teaching Excellence. He has taught in several of Trulaske’s Study Abroad programs and has consulted with industry partners on research and teaching.
Education
PhD, Purdue University, 1988; MBA, Indian Institute of Management, 1980; BTech Indian Institute of Technology, 1977
Publications
Dekimpe, Marnik G., Pierre Francois, Srinath Gopalakrishna, Gary L. Lilien and Christophe Van den Bulte (1997), “Generalizing About Trade Show Effectiveness: A Cross-National Comparison,” Journal of Marketing, 61, 4 (October), 55-64.
Gopalakrishna, Srinath, Gary L. Lilien, Jerome D. Williams and Ian K. Sequeira (1995), “Do Trade Shows Pay Off?” Journal of Marketing, 59, 3 (July), 75-83.
Gopalakrishna, Srinath and Gary L. Lilien (1995), “A Three-Stage Model of Industrial Trade Show Performance," Marketing Science, 14, 1 (Winter), 22-42.
Williams, Jerome D., Srinath Gopalakrishna and Jonathan M. Cox (1993), “Trade Show Guidelines for Smaller Firms,” Industrial Marketing Management, 22 (November), 265-275.