Sri Srikanthan, MBA ACMA
Senior Lecturer in Finance and Accounting, Cranfield School Of Management

Sri is a Senior Lecturer in Accounting and Finance and Director of the Marketing Accounting Research Centre (MARC). He was the Director of the Executive MBA Programme from 1989 to 1992. He is a management accountant with many years' experience in industry, prior to obtaining an MBA from Cranfield in 1984. He has wide industrial experience with manufacturing and service companies. He is currently consultant to a wide range of companies, and has worked with leading organisations and conducted workshops in the UK, Australia, Singapore, Hong Kong, and Africa.

He is co-author of a book entitled "Management Accounting for Financial Decisions", and was joint editor of the "MBA Review". He has published a number of articles and reports on Brand Accounting, Segment Profitability Analysis and Life Cycle Evaluation, based on his interest in the management information needs of Strategic Decision Makers, particularly from the marketing area and in Corporate Finance. He is also an Editorial Board Member of "Business, Growth and Profitability", which is a refereed Journal for small and medium-sized enterprises.