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mail: sreddy@terry.uga.edu http://www.terry.uga.edu/mmr	Dr. Srinivas K. Reddy is the Robert O. Arnold Professor of Business and the Director of the Coca-Cola Center for Marketing Studies, Terry College of Business at the University of Georgia . He holds M.Phil and Ph.D. degrees in Business Administration from Columbia University . Prior to coming to the University of Georgia , Dr. Reddy has taught at New York University , Columbia University , and the University of California , Los Angeles and was a visiting professor at Stanford Business School . He is the director of the Coca-Cola Center for Marketing Studies which administers the premier graduate educational programs in marketing research and is a valuable resource for marketing professionals. Under his leadership since 2001, the Coca-Cola Center more than tripled its revenues, has over 60 paying corporate Advisory Board members (including IBM, Microsoft, Capital One, General Mills, P&G, Bank One, Eli Lilly, Johnson and Johnson, Bristol-Myers-Squibb, UPS, Home Depot, SAS), and introduced innovative customized executive education programs.
Dr. Reddy's expertise is in new product development, marketing and competitive strategy involving new brands and services. Dr. Reddy's research on brand and marketing strategy and has been published in Journal of Marketing , Journal of Marketing Research , Management Science , Statistical Science , Marketing Letters , Journal of the Academy of Marketing Science and Journal of Business Research . In 2006, he has been awarded the IBM's presitigious SUR grant to study corporate innovativeness and innovation conversion. He has consulted and taught executive programs for IBM, Coca-Cola Company, Miller Brewing, Pfizer, Bristol-Myers-Squibb, Satyam Computer Services, Chase, Turner Broadcasting, Cox Interactive Media, United Parcel Service, Equitable, Ford Foundation and Price Waterhouse Coopers. He has been recognized for his outstanding teaching and was the recipient of Award for Teaching Excellence in 1994. He was nominated as the MBA Teacher of the Year in 1999, 2000, 2002 and 2005. Publications of Dr. Reddy's research on brand and marketing strategy include, Modeling Online Art Auction Dynamics Using Functional Data Analysis ( Statistical Science , May 2006), Consumer Evaluations of Corporate Brand Deployment s ( Journal of the Academy of Marketing Science , Spring 2006), The Impact of Brand Extension Introduction on Consumer Choice , ( Journal of Marketing, October 2001, Winner of the Donald R. Lehmann Award ), The Impact of Parent Brand Attribute Beliefs and Affect on Brand Extension Evaluation ( Journal of Business Research , September 2001), Affinity Partnering: Conceptualization and Issues , ( Handbook of Relationship Marketing, 2000), Symbolic and Functional Positioning of Brands, ( Journal of Consumer Marketing 1998 ), SPOT: Scheduling Programs Optimally for Television ( Management Science , 1998), Determinants of the Success of Broadway Shows ( Journal of Marketing Research , 1998), To Extend or Not to Extend: Success Determinants of Brand Line Extensions , ( Journal of Marketing Research , May 1994 ). He is the co-author of three books on Marketing Channels ( Marketing Channels: Relationships and Performance (1986), Retail and Marketing Channels: Economic and Marketing Perspectives on Producer-Distributor relationships (1989); Distributive Trades: An International Perspective (1986)). Dr. Reddy along with Professor Krishna Palepu of Harvard Business School was the advisor to the Chief Minister of Andhra Pradesh , India on the state's Vision 2020 program for economic development. Professor Reddy was the founding director of Quantum National Bank, Atlanta in 1995. He was also the co-founder of enLeague, a startup company involved in developing technolgical solutions for enterprise peer-to-peer networks. enLeague was the first startup to be funded by the Coca-Cola's incubator Fizzion. He was on the advisory board of Navigauge, a radio audience dynamics/telematics company, and Panacea, an electronic medical practice company. He is a Director of MRII (Marketing Research Institute International) and an Advisory Board member of GfK Academy , Germany . Back to Top
mail: dass@uga.edu http://www.mdass.com	Mayukh Dass is a doctoral student in Marketing, Terry College of Business, University of Georgia . He holds an M.S. in Artificial Intelligence and another M.S. in Statistics from the University of Georgia, and a B.Engg. in Electronics and Power from the Nagpur University, India. Mayukh's research interest is in Art Markets and in Online Auctions of heterogenous products like Modern Indian Art. Problems of particular interest include Diffusion of Art Markets, Bidder Behavior and Bidding Dynamics in Auctions and Auction Price Formation. Mayukh's research work has been published in Statistical Science. He has also been recognized for his outstanding teaching and was the recipient of Outstanding Graduate Teaching Assistant Award in 2006.
Prior to joining the doctoral program in the business school, he has worked on various USDA projects involving development of desicion support systems for forest management. His M.S. thesis involved detection of online intrusions where he developed LIDS (An automated blackboard-agent based learning system to identify and learn online attacks). His research work on these projects has been published in multiple journals including Computers and Electronics in Agriculture 2005 (2 articles), Envirnomental Modeling and Software 2004 and in conference proceedings including 16th International Flairs Conference 2003, 16th International Conference on Industrial & Engineering Applications of Artificial Intelligence & Expert Systems 2003, International Conference on Information and Knowledge Engineering 2003, Decision Support for Multiple Purpose Forestry 2003, First Biennial Meeting on the International Environment Modeling and Software Society 2002 and in the 10th International Conference on Cooperative Information Systems 2002. Back to Top

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