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Jonnalagedda, Sreelata

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Full Name
Jonnalagedda, Sreelata
Vernacular Name
Sreelata Jonnalagedda
 
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Sreelata Jonnalagedda
 
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Email
sreelata@iimb.ac.in
 
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Biography
Sreelata Jonnalagedda is an Associate 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).
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Publications

Results 1-8 of 8 (Search time: 0.003 seconds).

Issue DateTitleSub-TitleAuthor(s)Journal NameVolume NumberIssue NumberPages
12017Commonality decisions when designing for multiple markets-Saranga, Haritha ; Jonnalagedda, Sreelata European Journal of Operational ResearchVol.258Iss.3902-911p.
22016Design for the environment: impact of regulatory policies on product development-Gouda, Sirish Kumar ; Saranga, Haritha ; Jonnalagedda, Sreelata European Journal of Operational ResearchVol.248Iss.2558-570p.
32011Durable products, time Inconsistency, and lock-in-Jonnalagedda, Sreelata ; Gilbert, Stephen M Management ScienceVol.57Iss.91655–1670p.
42020In-out algorithm for assortment planning under a ranking-based consumer choice model-Honhon, Dorothee ; Pan, Xiajun Amy ; Jonnalagedda, Sreelata Operations Research LettersVol.48Iss.3309-316p.
52023Multichannel retailer's channel choice and product pricing: Influence of investment in fit-disclosing technology by competing retailers-Joshi, Raunak ; Basu, Sumanta ; Jonnalagedda, Sreelata ; Avittathur, Balram International Journal of Production EconomicsVol.262AN:108895
62012Optimal algorithms for assortment selection under ranking-based consumer choice models-Honhon, Dorothee ; Pan, Xiajun Amy ; Jonnalagedda, Sreelata Manufacturing and Service Operations ManagementVol.14Iss.2279-289p.
72011Revenue generation in the information era: opportunities and challenges-Jonnalagedda, Sreelata IIMB Management ReviewVol.23Iss.151-63p.
82019To adapt or design: an emerging market dilemma for automakers-Saranga, Haritha ; Jonnalagedda, Sreelata Production and Operations ManagementVol.28Iss.3550-569p.