SRINIVAS DURVASULA PERSONAL DATA EDUCATION

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1 SRINIVAS DURVASULA PERSONAL DATA Address: Office College of Business Administration Marquette University 606 North 13 th Street Milwaukee, WI 53233, USA Phone: Citizenship: United States EDUCATION DOCTOR OF PHILOSOPHY University of South Carolina, 1986 Major Business Administration Minor Quantitative Research MASTER OF SCIENCE Major Indian Institute of Technology, Kharagpur, India, 1981 Industrial Engineering/Management BACHELOR OF SCIENCE Major Osmania University, Hyderabad, India,1979 Mechanical Engineering Database Administration, Oracle Financials ADDITIONAL QUALIFICATIONS 1

2 ACADEMIC EXPERIENCE Positions Held August 2001 Present August 1992 Feb 2001 May June 1994 November Dec 1995 May November 1993 August July 1992 August July 1985 Professor and Edward A. Brennan Chair In Marketing Associate Professor (Tenured), Marquette University (Tenure decision made in ) Visiting Professor Tinbergen Institute (The Netherlands) Senior Fellow (Marketing National University of Singapore FSO Research Scholor Vrije Universteit (The Netherlands) Assistant Professor, Marquette University Teaching and Research Assistant University of South Carolina Courses Taught Data Mining, Database Management Systems, Database Administration Issues, Marketing Research, Multivariate Data Analysis, Product Management and Pricing Theory, Marketing Management Research Interests Research Methodology, Cross Cultural and Advertising Research AWARDS AND HONORS Best Article of the Year award for An Application of Portfolio Analysis in Identifying Attractive Retail Locations, Journal of Retailing, Best Article of the Year award (runner up) for "STORELOC: A Retail Store Location Model Based on Managerial Judgments," Journal of Retailing,

3 "A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research" was recognized by the American Academy of Advertising for making superior contribution to the Journal of Advertising in This paper was also one of the finalists for the best article of the year award. A Double Edged Sword: Understanding Vanity Across Cultures received the Highly Commended Paper Award from the Literati Network Awards for Excellence The most cited international advertising research article is Durvasula et al. (Journal of Consumer Research, 1993) (cf. Zhou, Shaoming (2005), Contributions to International Advertising Research: An Assessment of the Literature between 1990 and 2002, Journal of Advertising, 34 (1), Spring, ). As per Zhou and Shaoming (2005), Durvasula is among the top-10 individual contributors for the period of 1990 to Cited for research productivity in the three leading U.S. Advertising Journals, 1989 Through 1996 (Reference: Henthorne, L., LaTour, M.S. (1998), Lorass, T., Journal of Advertising, Vol 27, No 2, 53-63). Recognized by the Office of Research Support at Marquette University for demonstrating outstanding scholarly achievement during the academic year. Recognized by the Office of Research Support at Marquette University for demonstrating outstanding scholarly achievement during the academic year. Recognized by the Office of Research Support at Marquette University in 1999 for demonstrating outstanding scholarly achievement. American Marketing Association Doctoral Consortium Fellow, 1984 Recipient of Institutional Scholarship at Indian Institute of Technology, Kharagpur, India Beta Gamma Sigma Honorary Society SELECTEDPUBLICATIONS JOURNALS AND BOOK CHAPTERS Refereed Journal Articles Mahajan, V., Sharma, S., and Durvasula, S. (1985), An Application of Portfolio Analysis in Identifying Attractive Retail Locations, 61 (4), Sharma, S., Durvasula, S., and Dillon, W. (1999), Some Results on the Behavior of Alternative Covariance Structure Estimation Procedures in the Presence of Nonnormal Data, Journal of Marketing Research, 26 (May), Andrews, J.C., Durvasula, S., and Akhter, S.H. (1990), A Framework for 3

4 Conceptualizing and Measuring the Involvement Construct in Advertising Research, Journal of Advertising, 19 (4), Andrews, J.C., Netemeyer, R.G, and Durvasula, S. (1990), Believability and Attitudes Toward Alcohol Warning Label Information: The Role of Persuasive Communications Theory, Journal of Public Policy and Marketing, 9, Netemeyer, R..G., Durvasula, S., and Lichtenstein, D.R. (1991), A Cross-National Assessment of the Reliability and Validity of the CETSCALE, Journal of Marketing Research, 28 (August), Akhter, S.H. and Durvasula, S. (1991), Consumers' Attitudes Toward Direct Marketing and Purchase Intentions: An Empirical Investigation, Journal of Direct Marketing, 5 (Summer), Andrews, J.C., Lysonski, S., and Durvasula, S. (1991), Understanding Cross-Cultural Student Perceptions of Advertising in General: Implications for Marketing Educators and Practitioners, Journal of Advertising, 20 (June), Andrews, J.C., Netemeyer, R.G., and Durvasula, S. (1991), Effects of Consumption Frequency on Believability and Attitudes Toward Alcohol Warning Labels, Journal of Consumer Affairs, Winter, Andrews, J.C., Akhter, S.H., Durvasula, S., and Muehling, D. (1992), The Effectiveness of Advertising Distinctiveness and Message Content Ivolvement on Cognitive and Affective Response to Advertising, Current Issues and Research In Advertising, Spring, Durvasula, S., Sharma, S., and Andrews, J.C. (1992), STORELOC: A Retail Store Location Model Based on Managerial Judgments, Journal of Retailing, 68(Winter), Durvasula, S., Lysonski, S. and Andrews, J.C. (1993), A Cross-Cultural Study of the Generalizability of a Scale for Profiling Consumers' Decision-Making Styles, Journal of Consumer Affairs, 27 (Summer), Durvasula, S., Andrews, J.C., Lysonski, S., and Netemeyer, R.G. (1993), Assessing the Cross-National Applicability of Consumer Behavior Models: A Model of Attitude- Toward-Advertising-In-General, Journal of Consumer Research, 19(March), Andreews, J.C., Netemeyer, R.G., and Durvasula, S. (1993), The Role of Cognitive Responses as Mediators of Alcohol Warning Label Effects, Journal of Public Policy and Marketing, 12(1),

5 Andrews, J.C., Durvasula, S., and Netemeyer, R.G. (1994), Testing the Cross-National Applicability of U.S. and Russian Advertising Beliefs and Attitudes, Journal of Advertising, 23(1), Akhter, S., Andrews, J.C., and Durvasula, S. (1994), "The Influence of Retail Store Environment on Brand-Related Judgments" (with Syed Akhter and J. Craig Andrews), Journal of Retailing and Consumer Services, 1(2), Lysonski, S., Durvasula, S., and Zotos, Y. (1996), Consumer Decision Making Styles: A Multi-Country Investigation, European Journal of Marketing, 30 (12), Durvasula, S., Andrews, J.C., and Netemeyer, R.G. (1997), A Cross-National Comparison of Consumer Ethnocentrism in the United States and Russia, Journal of International Consumer Marketing, 9 (4), Mehta, S. and Durvasula, S. (1998), Relationships Between SERVQUAL Dimensions and Organizational Performance in the Case of a Business-to-Business Service, Journal of Business and Industrial Marketing, 13 (1), Lysonski, S. and Durvasula, S. (1998), A Cross-National Investigation of Student Attitudes Toward Personal Selling: Implications for Marketing Education, Journal of Marketing Education, 20(2), Durvasula, S., Mehta, S.C., and Lysonski, S. (1999), Testing the Servqual Scale in the Business-to-Business Sector: The Case of Ocean Freight Shipping, Journal of Services Marketing, Vol 13, No 2, Durvasula, S., Lysonski, S., and Mehta, S.C. (2000), Business to Business Marketing: Service recovery and customer satisfaction issues with ocean shipping lines, European Journal of Marketing, 2000, Vol. 34 (3), Durvasula, S., Lysonski, S., and Watson, J. (2001), Does Vanity Describe Other Cultures?: A Cross-Cultural Examination of the Vanity Scale, Journal of Consumer Affairs, 35 (1), Summer, Durvasula, S., Lysonski, S., and Mehta, S.C. (2002), Understanding the Interfaces: How Ocean Freight Shipping Lines can Maximize Satisfaction, Industrial Marketing Management, 31 (6), September, Lysonski, S., Durvasula, S., and Watson, J. (2003), Should Marketing Managers be concerned about Consumerism in New Zealand?: A Longitudinal View, European Journal of Marketing, 37 (3/4), 2003, pp Durvasula, S., Lobo, A., Lysonski, S., and Mehta, S.C. (2004), Cruising Along: The Impact of Service Quality in the Cruise Liner Industry, Asian Journal of Marketing, 10 (1), 2004, pp

6 Durvasula, S., Lysonski, S., Mehta, S., and Tang, B.P. (2004), Forging Relations with Services: The Antecedents that have an Impact on Behavioral Outcomes in the Life Insurance Industry, Journal of Financial Services Marketing, 8 (4), Lysonski, S., Durvasula, S., and Zotos, Y.C. (2004), The Metamorphosis of Greek Consumers Sentiments toward Marketing and Consumerism, Journal of Euromarketing, 13(4), Durvasula, S., Lysonski, S., and Mehta, S.C. (2004), Technology and Its CRM Implications in the Shipping Industry, International Journal of Technology Management, 28 (1), Durvasula, S., Lysonski, S., and Mehta, S.C. (2005), Service Encounters: The Missing Link Between Service Quality and Satisfaction, Journal of Applied Business Research, 21 (3), Durvasula, S., Netemeyer, R.G., Andrews, C., and Lysonski, S. (2006), Examining the Cross-National Applicability of Multi-Item, Multidimensional Measures using Generalizability Theory, Journal of International Business Studies, 37, Durvasula, S. and Lysonski, S. (2006), Impedence to Globalization: Economic Threat and Ethnocentrism, Journal of Global Marketing, 19 (3/4), Durvasula, S., Lobo, A., Lysonski, S. and Mehta, S.C. (2006), Finding the Sweet Spot: A Two Industry Study Using the Zone of Tolerance to Identify Determinant Service Quality Attributes, Journal of Financial Services Marketing, 10 (3), February, Durvasula, S., Lysonski, S., and Mehta, S. (2007), Competitive Positioning in International Logistics: Identifying A System of Attributes Through Neural Networks and Decision Trees, Journal of Global Marketing, 20(1), Durvasula, S. and Lysonski, S. (2008), A Double Edged Sword: Understanding Vanity Across Cultures, Journal of Consumer Marketing, 25 (4), Lysonski, S. and Durvasula, S. (2008), Digital Piracy of MP3s Consumer and Ethical Predispositions, Journal of Consumer Marketing, 25 (3), Durvasula, S. and Lysonski, S. (2009), How Offshore Outsourcing Is Perceived: Why Do Some Consumers Feel More Vulnerable?, Journal of International Consumer Marketing. Durvasula, S. and Lysonski, S. (2010), Money, Money, Money How Do Attitudes Toward Money Impact Vanity and Materialism? The Case of Young Chinese Consumers. Journal of Consumer Marketing. 6

7 Durvasula, S. and Lysonski, S. (2011), Beyond Service Attributes in Higher Education: Do Personal Values Matter? Journal of Services Marketing. Other Publications Durvasula, S., Bamossy, G.J., and Andrews, J.C. (1994), An Examination of the Cross- National Equivalency of Product Involvement Scales, TRACE Discussion Paper, TI 94-13, Tinbergen Institute, Amsterdam-Rotterdam, The Netherlands, Durvasula, S. and Janseen, P. (1995), A Comparison of Confirmatory Factor Analysis and Rasch Analysis in Assessing Metric Equivalence of Measurement Scales in Cross- National Research, Trace Discussion Paper, TI , Tinbergen Institute, Amsterdam- Rotterdam, The Netherlands, Durvasula, S., Bamossy, G.J., and Akhter, S. (1996), A Comparison of Consumers Attitudes toward Direct Marketing and Purchase Intentions in Developed Countries, Trace Discussion Paper, TI , Tinbergen Institute, Amsterdam-Rotterdam, The Netherlands. Durvasula, S. and Lysonski, S. (2001), Are There Global Dimensions of Beliefs Toward Advertising in General? A Multi-Cultural Investigation, in Globalization and Its Managerial Implications, C.P. Rao (ed.), , Quorum Books, Greenwood Publishing Group, Inc., Westport, CT. Durvasula, S. and Lysonski, S. (2007), Embracing Globalization: A Study of Factors Shaping Consumer Acceptance of Imported Products in Globalization: Capital Flows, Competition and Regulation, ed. Batavia, B. and Nandakumar, P., pages , Toronto, Canada: APF Press. Professional Association Memberships and Offices Held Member, American Marketing Association Member, Academy of International Business SERVICE ACTIVITIES 2002 to 2009: Promotion and Tenure Committee, College of Business Administration, Marquette University to present: Research Committee, College of Business Administration, Marquette University to Present: Sabbatical Review Committee, Marquette University. 7

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