Economic foundations of Pricing

Sreelata Jonnalagedda is an Associate Professor in the Marketing department at the Indian Institute of Management Bangalore. Dr Jonnalagedda currently teaches Pricing and Marketing Management for MBA students and Marketing Models for doctoral students.
In her research, Dr Jonnalagedda aims to understand the incentive structures that drive pricing (on the sellers’ end) and purchase behaviour (consumers’ end). Structuring the price of innovative, durable products and understanding how bundles, retail prices and assortment choices influence consumer perceptions are her research interests. Her more expansive areas of research include pricing, market design, digital pricing, and auctions. Her work has been published in leading journals such as Management Science, Manufacturing & Service Operations Management, and the IIMB Management Review.
Dr Jonnalagedda has advised many start-ups. She has consulted in pricing and marketing innovation domains for the Tea Board of India and start-ups in digital space such as VerbStudio, 91 Springboard, InMobi, Red Force Labs, etc.