Abhishek

Abhishek

Associate Professor

Area: Marketing Management
Email: abhishek@imt.edu

Fellow Program in Management from Indian Institute of Management, Ahmedabad (IIMA)
Post Graduate Diploma in Management from Institute of Rural Management, Anand (IRMA)

Marketing Communication
Retail Management
Research Methods
Mobile and Digital Marketing
Sales and Distribution Management

Marketing Communication
E-commerce and Digital Marketing
Consumer Behaviour in Retail Context

Overview

Prof. Abhishek has 15+ years of experience of working, researching and teaching in marketing domain. He has conceptual and practical understanding of issues in marketing communication, consumer behavior, and retailing. During his work experience in marketing domain, he has been exposed to different contexts ranging from rural consumers in far-flung markets to influence of latest technology in consumer purchase decisions.

As an academic, his research interests have been in the field of marketing communications, e-commerce and digital marketing, promotion planning, and consumer behaviour in retail context. His current research work looks at advertising issues with public policy implications and role of technology in marketing communications. He is excited to learn and discover the opportunities offered by digital platforms with increasing focus on mobile platforms and technology.

Research and Publications

JOURNALS:

  • Khandeparkar, K., and Abhishek (2017), “Influence of media context on humorous advertising effectiveness,” Marketing Intelligence and Planning, 35 (2), 259-276.
  • Nanarpuzha, R., and Abhishek (2016), “Modelling situational factors in variety seeking behaviour: A conceptual approach,” International Journal of Indian Culture and Business Management, 13 (3), 378-393.
  • Abhishek, and Sahay, A. (2016), “Role of culture in celebrity endorsement: Brand endorsement by celebrities in Indian context,” International Journal of Indian Culture and Business Management, 13 (3), 394-413.
  • Abhishek, and Saxena, R. (2016), “Issues in measuring impact of a skill-building initiative for informal sector: A case of nirman,” Decision – Journal of IIM Calcutta, 43 (4), 401-411.
  • Abhishek, and Sinha, P. K. (2016), “Elements of task definition shopping situations: A study of Indian customers in context of products high on haptic salience,” International Journal of Indian Culture and Business Management, 13 (2), 243-265.
  • Abhishek (2016), “Do time constraint and emergency purchase situation exert same influence on shopping? A study under haptic touch influence,” Journal of Retailing and Consumer Services, 30, 242-251.
  • Abhishek, and Hemchand, S. (2016), “Adoption of sensor based communication for mobile marketing in India,” Journal of Indian Business Research, 8(1), 65-76.
  • Abhishek, and Saxena, R. (2015), “Realigning business strategy to cater to customers with disability (CwD) in the Indian context,” Vikalpa, 40(2), 121-131.
  • Abhishek (2014), “Private label brand choice dynamics: Logit model involving demographic and psychographic variables,” South Asian Journal of Management, 21(1), 49-64.
  • Abhishek, Sinha, P. K., and Vohra, N. (2013), “Role of haptic touch in shopping: Some methodological contributions,” Decision, 40(3), 153-163.

TEACHING CASES:

  • “Shradhanjali.com: New Address for Memories of Our Ancestors”, (2016). Teaching Case – BP0399 – registered with IIMA. (With A. S. Ghura)
  • “The redBus.in Saga: Managing the Start-up Acquisition Phase”, (2016). Teaching Case – BP0398 – registered with IIMA. (With A. S. Ghura)
  • “Tradition & Taste: Exploring Factors Responsible for Consumers’ Changing Attitude towards the Brand”, (2016). Teaching Case – MAR0485 – registered with IIMA. (With G. Das and G. Varshneya)
  • “Q-Connect: Reaching Rural Customers with Assam Mobile Theatre”, (2016). Teaching Case – MAR0480 – registered with IIMA. (With G. Dandotiya)
  • “Samsung Electronics in India: Challenges of Multi-Channel Retailing”, (2015). Teaching Case – MAR0471 – registered with IIMA. (With H. Garg)
  • “Hippo on Twitter: Tracking Product Stock-outs in Retail Stores”, (2015). Teaching Case – MAR0466 – registered with IIMA.
  • “Villgro Innovation Marketing Private Limited: Building Last Mile Delivery Model Using Entrepreneurs”, (2015). Teaching Case – CMA0815 – registered with IIMA. (With V. Bhamoriya)
  • “Won’t Cry Over Spoilt Milk: Amul’s Response to Customer’s Complaint on Social Media”, (2014). Teaching Case – MAR0450 – registered with IIMA.
  • “Nirman: A Skill Building Initiative for Semi-skilled Workers in Informal Sector”, (2014). Teaching Case – RJMC0032 – registered with IIMA. (With R. Saxena)
  • “Getit: Managing Salesforce in Changing Times”, (2014). Teaching Case – MAR0442 – registered with IIMA. (With A. Koshy)
  • “Villgro Innovation Marketing Private Limited: Addressing the Last Mile Delivery Problem”, (2013). Teaching Case – MAR0439 – registered with IIMA. (With V. Bhamoriya)
  • “Safewithme Inc. – Trade Promotions in Rural Markets”, (2013). Teaching Case – MAR0432 – registered with IIMA.
  • “SpiceJet Big Sale Offer – Adding Spice to Air Travel”, (2013). Teaching Case – MAR0431 – registered with IIMA.
  • “Healthcare Products India Limited – Planning Distribution Channels in Rural Area”, (2010). Teaching Case in Rural Management Casebook, published by IRMA.
  • “Bihartimes.com (A)”, (2009). Teaching Case – MAR0411 – registered with IIMA. (With P. K. Sinha)
  • “Unnati Stores – Punjab”, (2009). Teaching Case – CFR0003 – registered with IIMA. (With P. K. Sinha)
  • “SAATH – A Social Enterprise”, (2009). Teaching Case – BP0327 – registered with IIMA. (With P. K. Sinha and V. Bhamoriya)
  • “ICT @ SEWA – The Story of Women Empowerment and Livelihood”, (2008). Teaching Case – MAR0395 – registered with IIMA. (With P. K. Sinha and V. Bhamoriya)

TEACHING NOTES:

  • “Shradhanjali.com: New Address for Memories of Our Ancestors”, (2016). (With A. S. Ghura)
  • “The redBus.in Saga: Managing the Start-up Acquisition Phase”, (2016). (With A. S. Ghura)
  • “Tradition & Taste: Exploring Factors Responsible for Consumers’ Changing Attitude towards the Brand”, (2016). (With G. Das and G. Varshneya)
  • “Q-Connect: Reaching Rural Customers with Assam Mobile Theatre”, (2016). (With G. Dandotiya)
  • “Samsung Electronics in India: Challenges of Multi-Channel Retailing”, (2015). (With H. Garg)
  • “Hippo on Twitter: Tracking Product Stock-outs in Retail Stores”, (2015).
  • “Villgro Innovation Marketing Private Limited: Building Last Mile Delivery Model Using Entrepreneurs”, (2015). (With V. Bhamoriya)
  • “Won’t Cry Over Spoilt Milk: Amul’s Response to Customer’s Complaint on Social Media”, (2014).
  • “Nirman: A Skill Building Initiative for Semi-skilled Workers in Informal Sector”, (2014). (With R. Saxena)
  • “Safewithme Inc. – Trade Promotions in Rural Markets”, (2014).
  • “SpiceJet Big Sale Offer – Adding Spice to Air Travel”, (2014).
  • “Unnati Stores – Punjab”, (2010). (With P. K. Sinha)

TECHNICAL NOTES

  • “Mobile Apps in Mobile Marketing”, (2015). (With N. Titus)
  • “Sensor Based Communication in Mobile Marketing”, (2015). Technical Note registered with IIMA. (With S. Hemchand)
  • “Quick Response (QR) Codes in Mobile Marketing Communication”, (2014). Technical Note registered with IIMA.

GAMES AND EXERCISES

  • “B-2-B Segmentation Exercise”, (2016). In-Class Exercise registered with IIMA. (With B. Kumar)
  • “In-class Exercise on Customer Value”, (2015). In-Class Exercise registered with IIMA.
  • “In-class Exercise on Positioning”, (2015). In-Class Exercise registered with IIMA. (With S. Jhangiani and A. Koshy)
  • “Retail Pricing Strategies in an Environment of Transaction and Information Search Cost”, (2012). In-Class Exercise registered with IIMA. (With S. Tripathi)
  • “Factors Influencing Choice of Channel Partners”, (2011). In-Class Exercise registered with IIMA. (With S. Tripathi and P. K. Sinha)
  • “Introduction to Marketing Process”, (2008). In-Class Exercise registered with IIMA. (With S. Tripathi)

WORKING PAPERS:

  •  “The Role of Government Regulation in Incubating Social Enterprises” W.P. No. 2014-03-10, registered with IIM, Ahmedabad (With V. Bhamoriya, P. K. Sinha, and A. Golwa)
  • “Online Promotion: Exploring the Emerging Opportunity in Indian Markets” W.P. No. 2014-01-09, registered with IIM, Ahmedabad (With N. Mathen)
  • “Broadening the Concept of Sustainability and Measuring its Impact on Firm’s Performance” W. P. No. 2013-08-01, registered with IIM, Ahmedabad (With B. Kumar, P. K. Sinha and P. R. Shukla)
  • “Quality Perceptions of Private Label Brands – Conceptual Framework and Agenda for Research”, W.P. No. 2008-02-04, registered with IIM, Ahmedabad. (With A. Koshy)

 

BOOK REVIEWS:

  • Review of book [“Business-to-Business Marketing (2nd Edition)” (2011) by Brennan, R., Canning, L., & Mcdowell, R. Sage Publications: New Delhi], South Asian Journal of Management, 19(2), 137-140.
  • Review of book [“Experiential marketing: Myths and realities” (2010) by Kaul, S. Viva Books: New Delhi], Vikalpa, 36(1), 127-128.

 ARTICLES PUBLISHED:

  • “Counterfeit e-commerce: The dark side of WhatsApp”, published in Livemint, September 20, 2016. (coauthored with Saral Mukherjee)
  • “Villains or victims”, published in The Hindu BusinessLine, April 22, 2016.
Conference Presentations
  • “Green Advertising: A Study of Sustainability Building Messages in India and USA”, paper presented in MARCON 2016: 4th International Marketing Conference at IIM Calcutta on 22-24 December, 2016 (With B. Sindhav and J. Holland)
  • “Negotiating Price Fairness: An Ethnography of an Indian Marketplace“, paper presented in 23rd Conference of The European Institute of Retailing and Services Studies at Edinburgh on 11-14 July, 2016. (With R. Nanarpuzha and P. K. Sinha)
  • “Antecedents of Sustainability Based Brand Equity of the Firms” paper presented in Emerging Markets 2016 Conference on 6-8 January; 2016. (With B. Kumar)
  • “Affect of Mood on the Role of Haptic Touch in Product Evaluation during Shopping” paper presented in 18th Conference if The European Institute of Retailing and Service Studies at San Diego on 15-18 July 2011. (With P. K. Sinha)
  • Invited guest presentation on “The Role of Touch in Shopping” in Asia Retail Congress at Mumbai in February 2011. (With P. K. Sinha)
  • “The Role of Haptic Touch on Product Evaluation in Different Shopping Situations” – dissertation proposal presented at IIM, Ahmedabad Doctoral Colloquium, in January 2009.
  • “Consumerism and Mindless Consumption: Sustaining the New Age Urban Indian’s Identity”, paper presented in International Marketing Conference on Marketing and Society at IIM, Kozhikode, in April 2007. (With S. Kaul)
Academic Experience

Associate Professor at IMT Ghaziabad: February 2017 – till date
Assistant Professor at IIM Ahmedabad: June 2011 – December 2016

Professional Experience
Previously worked with government and social sector organizations in different marketing positions. Has travelled extensively in India and has been involved in planning and implementing social marketing projects for different products and services.
Part-time & Consulting Engagements

Visiting Faculty at IIM Amritsar: January 2017

Visiting Faculty at IIM Rohtak: December 2014 – January 2015

Visiting Faculty at Aalto University (Finland): November 2013

Member, Governing Board for Research Institute for Compassionate Economics (RICE), a non-profit organization started by Harvard University and Princeton University alumni, working on health and sanitation issues in rural India.

Member, Advisory Board for Kaushalya Foundation, a non-profit organization started by IIM Ahmedabad alumni, working in Bihar with vegetable supply chains.

Academic and Editorial Services

Editorial Review Board Member for Journal of Global Marketing.

Ad-hoc reviewer for

  • Decision – peer-reviewed journal of IIM Calcutta
  • European Journal of Marketing
  • International Journal of Indian Culture and Business Management
  • International Journal of Business Information Systems
  • International Journal of Emerging Markets
  • Journal of Global Marketing
  • Vikalpa – peer-reviewed journal of IIM Ahmedabad
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