Dr. Karthik Sridhar, Assistant Professor in Marketing, joined Ashland University in 2009 after completing his Ph.D. in Marketing from the State University of New York at Buffalo. He completed his undergraduate in Electronics Engineering from Anna University, India. His interest lies in empirical research in the field of Marketing. He applies economics and econometric tools in the marketing arena to provide more accurate and interesting insights to marketing managers which aids in the marketing decision process. Prior to joining the University, he served as an active member in the Customer Relationship Management group housed in SUNY at Buffalo offering marketing insights to a well-known western New York retail chain. He has published academic articles in Marketing Science and the Journal of Retailing and Consumer Services.