The marketing area in IIMU is one of India's most research-active departments. With a set of nine full-time faculty members who work in different paradigms and research areas in Marketing. The area actively participates in research activities and discussions with faculty collaborating in-house and with scholars from other leading business schools. The area has three advisors who bring forth their rich experience in guiding the teaching and research activities of the in-house faculty.
Ashish S. Galande
Rajesh R Nanarpuzha
Julien M. Cayla
Raghunath Singh Rao
Title:Power and the Tweet: How Viral Messaging Conveys Political Advantage
Authors:Kellie Crow, Ashish S. Galande, Mathew Chylinski, Frank Mathmann
Where published:Journal of Public Policy and Marketing, Jul 2021,
Researchers are increasingly confronting the need to examine the impacts of social media on democratic discourse. Analyzing 55,560 tweets from the official Twitter accounts of the Democratic and Republican Parties in the United States, the authors examine approaches used by political parties to encourage sharing of their content within the contemporary political divide. They show that tweets sent by the Republican Party are more likely to be predominant in the language of assessment and that tweets predominant in the language of assessment lead to more retweets. Further, this effect is reduced as political parties gain control of successive branches of government because successive increases in political power create fewer impediments to the implementation of a party’s political agenda. As impediments to action are reduced, so is regulatory fit for assessment-oriented language. Goal pursuit language shared on Twitter therefore reveals distinct approaches to obtaining and wielding power across the U.S. political system and constitutes an important tool for public policy makers to use in successfully conducting policy debates.
Title:A capability pathway to subjective economic well-being: Looking beyond materialism
Authors:Rajesh Nanarpuzha, Ankur Sarin
Where published:Journal of Business Research, Apr 2021,
By integrating sociological factors, this study explores novel causal mechanisms to broaden the understanding of subjective economic well-being (SEWB). The results of a probit regression analysis of Indian Human Development Survey (IHDS) cross-sectional and panel data reveal a positive, significant effect of successful upward intergenerational occupational mobility on improved perceptions of SEWB. The findings remain robust and significant irrespective of changes in the acquisition and possession of household material assets. The empirical evidence presented herein showcases the utility of adding sociological factors to the discourse on SEWB. Additionally, the present study offers an alternative perspective on the primacy accorded to material possessions in the SEWB literature in marketing. The functionings-capabilities framework is offered as an explanatory framework to interpret the findings. Together, the study offers clear theoretical and managerial contributions to a more nuanced understanding of SEWB.
Title:Safe Together, Vulnerable Apart: How Interstitial Space in Text Logos Impacts Brand Attitudes in Tight versus Loose Cultures
Authors:Tanvi Gupta, Henrik Hagtvedt
Where published:Journal of Consumer Research (JCR), Feb 2021,
This research demonstrates that interstitial space in textual brand logos—that is, spacious (vs. compact) arrangement of letters—unfavorably influences brand attitude by reducing product safety perceptions. When potential threats are salient, the effect tends to occur within tight (but not loose) cultures, characterized by sensitivity to threats and a need for rigid social structures. When threats are not salient, the effect appears to occur across cultures. Five studies, including lab and field experiments, as well as archival dataset analysis, provide supportive evidence.
Title:The Impact of Time‐Keeping Direction on Compensatory Consumption: The Role of Perceived Resource Deficiency
Authors:Ankur Kapoor and Sanjeev Tripathi
Where published:Journal of Consumer Psychology, Nov 2019,
Time is a scarce resource, and time‐keeping has become a common part of our lives. This research investigates the impact of exposure to a specific direction of time‐keeping on resource deficiency perception and on compensatory consumption of calories. Results from four studies show that exposure to downward time‐keeping (e.g., 60→1 s), compared to upward time‐keeping (e.g., 1→60 s), results in a higher perceived resource deficiency, leading to a higher preference, consumption, and choice of caloric foods. The effect is attenuated for evaluation of calorie‐lean foods, or by recalling instances of resourcefulness, or when time is not a resource (as in the case of waiting). Related alternate explanations are addressed. This research is the first to identify a novel antecedent of resource deficiency (i.e., time‐keeping direction), and to elicit an unexplored aspect of temporal cognition, that exposure to direction of time‐keeping can influence compensatory consumption in an unrelated domain. These findings contribute to the literature on temporal cognition and resource deficiency and may inspire further research in these domains.
Title:Consumer Resilience and Subservience in Technology Consumption
Authors:Bhattacharyya, Arundhati and Russell W. Belk
Where published:Consumption, Markets & Culture. Jan 2019, DOI:
Consumer technology theorists have explored technology consumption primarily through a de-linked, individualistic lens. We augment existing theories on technology consumption by widening the scope of the theorizing lens to include the role of class-based societal domination on consumption by the oppressed. We show that the poor respond to oppression by practices that go beyond non-compliance and subterfuge. We highlight the overlooked phenomenon of Consumer Resilience, and unveil the practices of Subservience in technology consumption by the poor in India. These are consumption practices that help the dominated classes appease those dominating them, at the expense of their own dignity and well-being.
Title:Seeking attention: An investigation of salesperson influence strategies used while selling to small retailers
Authors:Rajesh Nanarpuzha, Ernesto Norohna
Where published:The Journal of Personal Selling and Sales Management, Mar 2016,
The use of influence strategies is an integral component of the salesperson's role, while selling to retailers. However, it remains a chronically under-researched area, particularly so in emerging markets, which are distinct in terms of retail formats and salesperson challenges. In this study, we investigate influence strategies used by salespersons for selling to retailers in the dominant small retail format in India. Using a combination of observation techniques and in-depth interviews, we allow salesperson influence strategies at play to emerge. In comparison to extant literature, we find evidence for both universality and specificity in the types of influence strategies used at small retail. We identify ‘share of counter’ as a unique small retail phenomenon, potentially requiring a specific set of salesperson influence strategies to succeed. Based on this, a modified typology of salesperson influence strategies, specific to small retail, is proposed. We conclude with a discussion of theoretical and managerial implications for emerging markets, and offer suggestions for future research.
Title:Modelling situational factors in variety seeking behavior: A conceptual approach
Authors:Rajesh Nanarpuzha, Abhishek
Where published:International Journal of Indian Culture and Business Management, Dec 2013,
The importance of situational factors in variety seeking behaviour of consumers has been acknowledged in marketing literature. However, this paper is potentially the first to attempt to explicitly model situational factors in variety seeking behaviour. The conceptual model developed demonstrates that the incorporation of situational variables can result in a more comprehensive model to explain variety seeking behaviour. The paper also introduces the Indian retail scenario as a particularly apt context for operationalising the variables of the proposed model. This has implications for several emerging markets where similar retail contexts are present.
Katie Mercurio, Jeffrey Rotman, Jayant Nasa, Mark Staton, and Edwin Love (2021), “Insights into Identity Formation: How Differences in Ethical Orientations Predict Affiliation with Individual and Group-Based Identities,” Advances in Consumer Research, Volume 49 (forthcoming)
Arti Srivastava, Jayant Nasa, Prakash Satyavageeswaran, and Sundar G. Bharadwaj (2021), “Beyond Diversity: Employment of Persons with Disabilities as a Sustainable Strategy,” Proceedings of the European Marketing Academy, 50th (94188)
Jayant Nasa, Tanuka Ghoshal, and Rajagopal Raghunathan (2020), “Celebrity Gossip Consumption as an Affiliation-Based Means of Coping,” Advances in Consumer Research, Volume 48 (p. 560-561)
Jayant Nasa, Arti Srivastava, Prakash Satyavageeswaran, and Sundar G. Bharadwaj (2020), “Beyond Diversity: Employment of Persons with Disabilities as a Sustainable Strategy,” Proceedings of the European Marketing Academy, 49th (64619)
Jayant Nasa, Tanuka Ghoshal, and Rajagopal Raghunathan (2020), “Cozying up to the Kardashians: An Affiliation Coping Explanation for Consumers’ Affinity Towards Celebrity Gossip,” Proceedings of the American Marketing Association Winter Academic Conference, Volume 31 (p. CPB-35 & 36)
Jayant Nasa, Arti Srivastava, Prakash Satyavageeswaran, and Sundar G. Bharadwaj (2020), “Beyond Diversity: Employment of Persons with Disabilities as a Sustainable Strategy,” Proceedings of the American Marketing Association Winter Academic Conference, Volume 31 (p. SSR-6)
Jayant Nasa, Tanuka Ghoshal, and Rajagopal Raghunathan (2019), “Cozying up to the Kardashians: A Theory for Consumers' Affinity towards Celebrity Gossip,” Asia-Pacific Advances in Consumer Research, Volume 12 (p. 79)
Jayant Nasa, Tanuka Ghoshal, and Rajagopal Raghunathan (2018), “Cozying up to the Kardashians: A Theory for Consumers' Affinity towards Celebrity Gossip,” Advances in Consumer Research, Volume 46 (p. 921)
Satyavageeswaran P, Parameswaran M G, and Samu S (2016),"Advertising Effectiveness: Examining the Role of Latent Themes on Advertising Success", in Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN: Association for Consumer Research, Pages: 757-757.
Bhattacharyya, Arundhati (2014),"Eyes in the Sky: New Narratives in Consumers’ Technology Consumption", in Advances in Consumer Research Volume ---North America, 42, eds. June Cotte and Stacy Wood, Duluth, MN: Association for Consumer Research, Pages: 417-418.
Bhattacharyya, Arundhati (2013), “Welcome to Avalon: Expert Stakeholders’ Socialization of consumers towards and uncertain, noumenal technology”, in Advances in Consumer Research-- Asia Pacific, Volume 10, eds. Ekant Veer, Paul W. Ballantine and Lucie K. Ozanne , Association for Consumer Research, 384-386
Bhattacharyya, Arundhati and Richard Kedzior (2012),"Consuming the Cyborg", in Advances in Consumer Research –North America, Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN: Association for Consumer Research, 960-961.
Title:The AAK Kolo Nafaso program: Securing an alternative Shea supply chain
Authors:Amitava Chattopadhyay, Pierre-Yann Dolbec, Rajesh Nanarpuzha, Jean Wee
Where published:Instead Publishing
The Kolo Nafaso programme was started in 2009 in Burkina Faso by AAK, a 140-year-old Swedish supplier of vegetable fats and oils. AAK created a direct link with the producers – women in West Africa who traditionally harvested shea nuts – and cut out the middlemen. The aim was to improve productivity and pay a fair price. As a cocoa butter equivalent, the oil from the nuts was a major ingredient for chocolate manufacturers, who could then claim that their products were made from traceable ingredients and a sustainable supply - a growing concern for consumers and investors. As the programme expanded from Burkina Faso to Ghana, AAK met several obstacles: maintaining the loyalty of the shea producers when local competitors offered higher prices, operational challenges associated with expansion, ensuring a stable supply despite political unrest in Burkina Faso, rising costs, and realising the potential brand value of Kolo Nafaso.
Title:Mygola.com: Deciding its place in the online travel market
Authors:Supriya Sharma, Rajesh Nanarpuzha, Pinaki Roy
Where published:Ivey Publishing, Harvard Business Publishing
In the dynamic online travel industry, the founders of mygola.com (mygola) needed to decide on the company’s future growth trajectory. The online travel industry was booming, but online travel planning was at a relatively nascent stage. In the travel-planning space, mygola’s initial service offering had been well received but the need to scale up was pressing. The existing product leveraged technological efficiencies and human judgment to provide customized answers for users’ travel queries. The new product, on the other hand, could change mygola’s way of doing business going forward. Though it was untested, it had the potential to put mygola on a higher growth path. The choice of product would mean that mygola would have to make a host of other decisions regarding the business. The decisions that the co-founders had to make could very well turn out to be the most important in mygola’s growth story.
Title:Fernandez Hospital: Pioneering Excellence in Maternal and Newborn Healthcare
Authors:Sisodia, S., Seshadri, D.V.R., Jalan, R., & Satyavageeswaran, P.,
Where published:Harvard Case Repository, ISB-HBS case.
The case explores the journey of Fernandez Hospital (FH) and its evolution from a small maternity clinic to a tertiary-level hospital for women and children with a focus on accessible and high-quality healthcare in the areas of obstetrics and gynecology. Dr. Evita Fernandez, CEO of FH, was a vocal advocate of natural birth, contrary to the trend towards Caesarean section (C-section) deliveries seen in most hospitals across India. The case is set in the year 2014 and deliberates on the options that Dr. Fernandez had at different stages of FH's journey and the strategic decisions that she and her team made and implemented. It showcases the challenges FH faced in deciding what to do next while keeping its values intact. From studying the case, students will appreciate the need for organizations to develop a framework to help them analyze their current situation, establish priorities, identify opportunities, and make rational and well-informed decisions about the future. Dr. Fernandez had an expansive purpose of enabling safe deliveries in society at large. While an expansion of the existing hospitals may achieve this goal to the limited extent of enabling safe deliveries within her hospitals, it would not result in a much wider preference across the country for natural deliveries over C-section deliveries. The case ends with Dr. Fernandez and her team contemplating various options available to them.
Bhattacharyya, Arundhati and Russell W. Belk (2017), “Technology Metaphors and Impediments to Technology Use Among the Involuntary Poor in India,” in Cultural Change from the Perspective of Anthropology in Business, (ed) Maryann McCabe and Elizabeth Briody, Maryland: Lexington Books, p143-164
Title:Marketing semiotics: Signs, strategies and brand value
Where published:European Journal of Marketing
In marketing, the brand as an entity has often been studied in isolation. Through this book, the author Laura Oswald provides a contrarian but valuable view point. She argues that it is the combination of the marketer’s efforts, the consumer’s interpretations of the brand message and the cultural context that constructs brand meaning. Marketing semiotics, the topic of the book, is positioned as an approach to understanding this meaning production. The applications of this approach described and detailed in this book are diverse, ranging from brand positioning to marketing communication to retail store design. The arguments constructed draw from existing theory and the practical applications described involve real-life marketing case studies. Overall, this book provides a credible alternative approach to analyzing and solving many mainstream marketing challenges.
There are regular research seminars where the faculty present their current research work, which fosters the research culture. Prof. Prakash Satyavageeswaran, Prof. Arundhati Bhattacharyya, Prof. Jayant Nasa, Prof. Ankur Kapoor, and Prof. Ashish Galande have recently presented their research work in the internal research seminar series.
Many senior professors and researchers present research seminars and provide feedback to the faculty and Ph.D. students.
The department’s faculty have got SPARC grants to promote research in marketing strategy.
The Marketing area offers three core courses in the first year of the MBA program:
In the second year of the MBA program, students interested in Marketing can choose from these Marketing elective coursesavailable to them. Some of the most important Marketing elective courses are Consumer Behavior, B2B Marketing, Brand Management, Pricing, Integrated Marketing Communications, Sales and Distribution Management, and Marketing Analytics. Several of these courses are offered by IIMU resident faculty (of the Marketing area) and are very popular among the students because of the relevance of these courses for students’ placement in Marketing domain roles.
The Ph.D. program in management from IIM Udaipur has been carefully designed to provide the students with strong academic credentials to undertake original research for an academic career. This program has visits from many senior professors and researchers from leading business schools who present research seminars and provide research feedback to the faculty and Ph.D. students.
The marketing department was the first to start the Ph.D. program at IIM Udaipur. Our first student Arti Srivastava won DUO grant for exchange at the University of Leeds. Her working paper has been accepted under the competitive papers section in the ACR conference and in the advanced track in the EMAC doctoral colloquium. The marketing Ph.D. students are encouraged to regularly participate in high-quality conferences. Such recent participations include ACR (2019, 2020, 2021), AMA (2020), NASMEI (2019, 2020), JM Workshop (Jan 2020), EMAC (2021), Canon of Classics (2021).
The Ph.D. program at IIMU offers rigorous, world-class, cutting-edge training in research with courses that are specific to the program. The marketing area offers eight marketing-specific core courses apart from other foundational and research methods courses. The Ph.D. students get an opportunity to work with faculty on their ongoing research. The coursework and mentoring provide support for the students to devise their research journey and a successful academic career.
The following students are currently enrolled in the Marketing Ph.D. program:
Lohith C T
“I visited for IIM(U) for about a week in 2019. I found that the academic institution to be chockfull of energy and excited about conducting top-quality research. The support starts at the top with the Director being encouraging of faculty research endeavors and designing the right set of incentives for faculty to pursue high-quality research. The faculty were working on interesting research projects and had built a strong doctoral student culture that is excited by research. It was encouraging to note that the faculty were keen on targeting the top journals for their research output.”
“I have been engaged with two SPARC research projects with Professor Dhirendra Shukla. IIM-Udaipur provides excellent research facilities and infrastructural support. In addition, IIM-Udaipur has the locational advantage of being in the NGO capital of India, as Udaipur is home to innumerable development-related organizations, some of which are the very best in the country. Thus, IIM-Udaipur provides excellent opportunities to engage in research related to sustainable development, social entrepreneurship, social intermediation, and ICT for development. I have always enjoyed my visits to IIM-Udaipur and my interaction with the scholars there.”
Indian Institute of Management Udaipur is a research-intensive institute. It provides a flourishing research ecosystem to its faculty, research assistants and teaching assistants. A research assistant plays a critical role by assisting faculty in various aspects of research and in turn, learn during the process. The research assistants in marketing area are provided encouragement and handholding to initiate their own research and move on into a Ph.D. program after the completion of their stint at the institute. A teaching assistant plays a critical role in ensuring the overall learning experience of the students. Apart from assisting faculty in teaching, a TA is also encouraged to help faculty in research in spare time, thus helping them build research cum teaching profile.
The RA program of the marketing area is specifically designed for those who are seriously considering pursuing a PhD in Marketing in India or abroad and want to get some experience to see if an academic career is what one wants to pursue. The primary responsibility of the RA is to help faculty members with their research, including but not limited to literature review, data collection, design and conduct experiments, data analysis, and academic writing and in the process, he/she will be able to build their own research profile. The RA may also be expected to help the area faculty with their teaching if required.
Due to the breadth of research areas where the faculty work on, the RA will get an opportunity to work on projects that cut across consumer behavior, marketing, strategy, analytics, and development. The skills you develop will help you in applying to the top doctoral programs in Marketing (both in India and abroad). The RA are expected to be self-motivated to take ownership of and lead research projects. They are given the opportunity to attend regular research seminars, where research papers are presented and discussed, by resident faculty as well as visiting faculty. When time permits, they may also attend PhD-level coursework offered at the institute.
Our past RA alumni are presently pursuing Ph.D.s in top global schools. A few of them are listed here:
Ph.D. student University of Pittsburgh
Ph.D. Student Texas A&M University
Ph.D. Student Ivey School of Business, Western University
Ph.D. Student Terry College of Business, Georgia State University
Ph.D. Student Kellogg School of Management, Northwestern University
Ph.D. Student University of Maryland
The primary role of a teaching assistant is to help a faculty member with their teaching, along with other tasks such as updating the course outlines, preparing for sessions, designing and conducting quizzes, and grading. The TA can be expected to handle tutorials to the students independently for some courses. Due to the range of courses offered by the faculty, the TA gets exposure to a range of marketing courses that helps them learn in their job. The TA can also be expected to help the area faculty with their research work in their spare time, and in the process, one will be able to build good research cum teaching profile.
Our past TA alumni are presently pursing their own Ph.D. or faculty in other schools.
Ph.D. student University of Memphis
Assistant Professor IILM University, Gurugram
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