Economics & Business

Debika Sihi

Assistant Professor of Business

Areas of expertise

Marketing Strategy; Marketing Metrics

Debika Sihi earned her PhD from the Marketing department at McCombs School of Business at The University of Texas at Austin. Debika received both her Bachelor in Business Administration and Master in Professional Accounting from UT. She is also a certified public accountant (CPA). Prior to entering the program, Debika worked at Public Strategies, Inc. and Deloitte Tax LLP.  Debika’s research interests are within the marketing metrics domain, at the intersection of marketing and accounting. She examines the link between marketing and firm value. She focuses on three dimensions of the marketing-firm value link: (1) how key players in the financial market (e.g., financial analysts) affect the marketing-shareholder value link, (2) the impact of a firm’s advertising and social media efforts on firm value, and (3) the effects of a firm’s channel strategy on firm value. Debika also extends the idea of marketing value creation into pedagogically focused research and research related to social issues (e.g., feminist perspectives). In 2011, Debika was a finalist in Pennsylvania State University’s Institute for the Study of Business Markets prestigious Business Marketing Doctoral Support Award Competition.  Debika was also nominated for the Fred Moore Assistant Instructor Award for Teaching Excellence (2011-2012). In her spare time, Debika serves on the fundraising committee of an animal rescue organization.


PhD, The University of Texas at Austin 2013
BBA/MPA, The University of Texas at Austin 2005


Srinivasan, Raji, Shrihari Sridhar, Sriram Narayanan, and Debika Sihi (2013), “Effects of Opening and Closing Stores on Retail Firm Performance,” Journal of  Retailing, 89(2), 126-139.

Srinivasan, Raji and Debika Sihi (2012), “Marketing Information Disclosures: A Review and Research Agenda,” invited chapter in Handbook of Marketing and Finance, edited by Shankar Ganesan.



Honors & Awards

2014 Southwestern University Teaching Award