Sreelata Jonnalagedda is a Professor in the Marketing department at Indian Institute of Management Bangalore. Dr. Jonnalagedda develops and teaches a course on Pricing Strategy, covering the economics, operational, and tactical aspects of pricing for secondyear MBA students. She also teaches Marketing Management for MBA students and Marketing Models for doctoral students. She has co-developed ‘BrandQuest’, a pricing and positioning simulation for MBA students. In her research, Dr. Jonnalagedda aims to construct a theoretical and empirical basis to understand the incentive structures that drive pricing (on the sellers’ end) and purchase behavior (consumers’ end). Structuring the price of innovative durable products, and understanding how bundles, retail prices and assortment choices influence consumer perceptions are among her research interests. Her wider areas of research include pricing, channel structures, information diffusion (word-of mouth), and the application of game theoretical modeling techniques to marketing problems. Her work has been published in leading journals such as Management Science, Manufacturing & Service Operations Management, and the IIMB Management Review. Dr. Jonnalagedda has worked on case studies/consulting engagements on pricing and marketing innovations, including pricing information products such as InMobi, Red Force Labs, and Amable. Dr. Jonnalagedda holds a PhD from The University of Texas, Austin, a Masters in Transportation from the New Jersey Institute of Technology, and Bachelors in Civil Engineering from the Indian Institute of Technology, Madras. Prior to completing her Ph.D., she worked as a consultant with Supply Chain Consultants, Inc (now Arkieva).