Dr. Srinivas K. Reddy is Visiting Professor of Marketing, Kellogg School of Management, Northwestern University. He is Professor Emeritus of Marketing and Ex-Director, Center for Marketing Excellence, Academic Director, LVMH-SMU Luxury Brand Initiative, Lee Kong Chian School of Business, Singapore Management University. He served as the Associate Dean of General Management overseeing the MBA and the Executive MBA programs. The SMU Executive MBA program was launched by him in 2011 and is ranked as one of the top 25 EMBA programs globally by Financial Times. Previously, he was 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. Dr. Reddy was on the faculties of New York University’s Stern School of Business, Columbia University, UCLA, and the Stanford Business School and most recently spent his sabbatical as a Visiting Distinguished Research Scholar at IMD Lausanne and Harvard Business School.

Dr. Reddy’s expertise is in Technology Innovation, Marketing and Competitive Strategy in emerging markets. He has published extensively on these topics in research journals (Journal of Marketing, Journal of Marketing Research, Management Science, Harvard Business Review, Social Networks, NeuroImage to name a few). He was awarded IBM’s prestigious SUR grant to study corporate innovativeness and innovation conversion. He has consulted and taught executive programs for IBM, Coca-Cola Company, United Parcel Service, Miller Brewing, Pfizer, Eli Lilly, Bristol-Myers-Squibb, Turner Broadcasting, Cox Interactive Media, Ford Foundation, PWC, MasterCard, Unilever, Mitsubishi, and emerging market companies like Tata Sons, Satyam Computer Services, Cipla, Tmall and the Aditya Birla Group. Dr. Reddy was nominated and received several teaching excellence awards for his teaching in MBA. EMBA and Executive Development programs. Dr. Reddy was recognized as one of the top 40 best-selling case writers globally in 2020. His award winning cases (Harvard Business School Publishing) on Gillette in India (EFMD Award, ECCH Global Award in 2018) and Oreo in China have been featured in Financial Times and used in over 60 Business Schools in 22 countries. His recent books include Digital Transformation (2017), Digital:Works  - The Future of Marketing in the Digital World (2018), Future of Luxury in Asia (2021).

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.He accompanied the President of India, Mrs. Patil in 2008 on her maiden tour of Latin America visiting Brazil, Chile and Mexico as part of the Business Contingent. He was one of the five founding directors of Quantum National Bank, Atlanta. He was on the advisory board of Navigauge, a radio audience dynamics/telematics company, and Panacea, an electronic medical practice company. He was a Director of MRII (Marketing Research Institute International). He is currently an Advisory Board member of GfK Academy (NIM), Germany, and Percipient, Singapore.

• 2023 Winter American Marketing Association Conference Best in Track for the Retailing, Sharing Economy, and Customer Experience track
• Winner, 2022 AMA/Marketing Science Institute/Paul Root Award for best contribution to the practice of marketing published in the Journal of Marketing.
• Singapore Management University Dean’s MBA Teaching Honor List (2021)
• Singapore Management University Dean’s MBA Teaching Honor List (2020)
• Singapore Management University Dean’s MBA Teaching Honor List (2019)
• Top 40 Bestselling Case Authors worldwide (2019)

• Editorial Board, Journal of Marketing, 2022

Marketing in Emerging Markets (MKTG-965-0)
One of the great opportunities for business growth is in emerging markets. McKinsey estimates that by 2025 annual consumption in emerging markets will be $30 trillion. However, emerging markets pose unique challenges when it comes to marketing. Having a deeper understanding of customers in these markets and adapting marketing strategies to fulfill their needs is often complicated. Firms often under-estimate this complexity and struggle to gain share and profitable growth. This course will give students the understanding of customers and necessary marketing skills to capitalize on the immense opportunities in emerging markets.