Vidhya Krishnaraju

Biography

Research Interests: Marketing Strategy | Corporate Social Strategies | B2B Marketing | Relationship Marketing | Marketing-Finance Interface | B2B Sustainability.
Teaching Interests: Introduction to Marketing, Marketing Research, Marketing Analytics, Marketing Strategy, and Marketing Communication.

Vidhya Krishnaraju is a Doctoral Candidate in Marketing whose research examines how firms navigate external disruptions and relational complexities in dynamic stakeholder environments. Her work spans externally triggered negative shocks, ranging from disruptive actions in interorganizational exchanges to broader sociopolitical and legal shocks, and investigates how these events affect firm outcomes. Across her research, she shows that the effects of such shocks depend on stakeholder sensemaking, which is shaped by ex-ante firm characteristics, internal policies, and strategic signals.

One study focuses on B2B relationship dynamics, exploring how relational commitment and relational marketing shape firms’ strategic responses to disruptive events. This work offers practical insight into firm adaptability in B2B exchange contexts. The research employs a quantitative approach, utilizing survey methodology.

Another study examines the financial implications of sociopolitical shocks and corporate sociopolitical strategies, using event study methodology to understand how firms’ actions influence investor reactions and stock market outcomes, positioned at the intersection of marketing and finance.

She holds a Master of Science in Information Systems (research-based) from IIT Madras, India; her master’s thesis focused on quantitatively assessing the consumer temporal discounting time-Preference Elicitation (PE) component of Decision Support Systems using Experimental Design and Survey methods.

She brings expertise in multiple quantitative research methods, including financial event study methodology, as well as survey, experimental, and analytical methods. Vidhya has presented at multiple international conferences, including the AMA Summer Academic Conference, the Marketing Dynamics Conference, the ISBM Doctoral Consortium, and the AIM-AMA-Sheth Foundation Doctoral Consortium. .

Vidhya aims to pursue a career in university teaching and interdisciplinary research, with a focus on marketing, organizational strategy, and policy-relevant research. She is committed to producing insights that bridge academic theory with managerial relevance.