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.

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, Marketing Letters, Journal of Academy of Marketing Science and Journal of Business Research. He has consulted and taught executive programs for IBM, Pfizer, Bristol-Myers-Squibb, Cox Interactive Media, Satyam Computer Services, Chase Manhattan Bank, 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 and 2002.

Publications of Dr. Reddy’s research on brand and marketing strategy include, 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).