Economics & Business

Debika Sihi

Assistant Professor of Business

Areas of expertise

Marketing Strategy; Digital Strategy; Marketing of Nonprofit Organizations

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 strategy domain. She examines the link between marketing and firm value. She focuses on (1) the impact of a firm's advertising and social media efforts on firm value and (2) 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., nonprofit organizations and feminist perspectives). Her class offerings are influenced by her research interests, and she offers courses in E-Marketing, Strategic Marketing, and the Marketing of Nonprofit Organizations. 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.
-Featured in strategy &:
-Runner up for the Davidson Award as best article in Volume 89 of the Journal of Retailing

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.


Conference Presentations:
Sihi, Debika (presented and chaired panel), "Interdisciplinary Approached to Marketing Education," Marketing Management Association Fall Educators' Conference in San Juan, Puerto Rico,  September 16-18, 2015.

Sihi, Debika, "Marketing and the Auditor: Direct and Indirect Implications," Society of Marketing  Advances Conference in New Orleans, LA, November 4-8, 2014.

Sihi, Debika, "Enhancing Millennials Interest in the Classroom: Marketing and Value Creation," Marketing Management Association Fall Educators' Conference in San Antonio, Texas, September 17-19, 2014.

Honors & Awards

2014 Southwestern University Teaching Award
Featured in: