Distinguished Marketing Scholar and Pricing Strategy Expert
Associated with :
Indian Institute of Management BangaloreSreelata Jonnalagedda serves as Professor and Chairperson of Marketing at IIM Bangalore, where she specializes in pricing strategy and marketing management. After earning her PhD from The University of Texas Austin, Masters in Transportation from New Jersey Institute of Technology, and B.Tech from IIT Madras, she has established herself as a leading voice in pricing and consumer behavior research. Her career includes consulting experience with Supply Chain Consultants (now Arkieva) before entering academia. Through her development of innovative teaching tools like 'BrandQuest' simulation and courses in pricing strategy, she continues to influence marketing education while conducting research on incentive structures in pricing and consumer purchase behavior. Her work, published in prestigious journals including Management Science and Manufacturing & Service Operations Management, focuses on pricing innovative products, channel structures, and game-theoretical applications to marketing. As a consultant to organizations including the Tea Board of India and various digital startups, she advances understanding of pricing strategy while helping businesses optimize their market approaches.