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Ritu Sinha

Marketing

Qualification
NET Qualified, PGDBM, PhD. from NITIE
Designation
Assistant Professor
Areas of Interest
Retail Marketing, Services Marketing, Marketing Research, Research Methodology.
Association with Institution
Regular
Date of Joining
June 15, 2021
Email
ritu.sinha@ies.edu

Work Experience :

  • Presently working as Faculty Member, Marketing with IES Management College & Research Centre, Bandra, Mumbai.
  • Worked as Faculty Associate with ICFAI Business School, Mumbai.
  • Corporate experience with ICFAI Distance Learning,  IMS learning Resources and GlaxoSmithkline

Research Output :

Journal Publications :

  • Depreciating Dollar: Its implication for the World’s economy, Treasury Management, Apr, 2008
  • Emotions: Another Dimension in Decision Making Process, HRM review, Sep 2008.
  • Alternative Investments: An Upcoming Tool in Investment Lexicon, Finsight, Vol.1 Issue 2, April-June’08.
  • Medical Tourism: Its Long-Run Implications, Marketing Mastermind, Aug 2008.
  • Fund of Funds: A New Mantra, Portfolio Organizer, July 2008
  • Green Building: A Primer, ICFAI Reader, Aug 2008.
  • Money Illusion: Does it really Matters, Treasury Management, Sep 2008.
  • Single Global Currency: Is an End to National Currency? Portfolio Organizer, Sep 2008.
  • Agriculture Insurance: Issues and Challenges Ahead, Finsight, Vol.1 Issue 3, July-Sep’08.
  • Challenge of Serving the Poor by Micro Insurance, Finsight, Vol.1 Issue 3, July-Sep’08.
  • Micro Insurance: An Approach to Serve the Poor, Insurance Chronicle, Dec 2008
  • Terrorism Risk Insurance: A primer, Insurance Chronicle, Jan 2009.
  • China and Global Financial Crisis, Finsight, Vol.1 Issue 4, Oct- Dec’08.
  • Supply Chain Collaboration: Managing Transformation to Compete, ICFAI Reader, Apr 2009.
  • Book Summary: Aesthetics in Marketing, Best Books, Apr 2009
  • International Banking Consolidation: Consequences of Globalization on Banking Sector, Professional Banker, June 2009
  • Green Building: A step towards Sustainable Architecture, ICFAI University Journal of Infrastructure, Vol. VII No. 2, June 2009.
  • Integrated Brand Promotion: Much more than Advertising, Advertising Express Feb 2010.
  • Branchless banking: Upshot of Innovative Technology to Serve the Poor, CAMS Journal of Business Studies and Research, Vol 1No2, April –June 2010, ISSN 0975-7953.
  • Green Advertising: An Honest Contemplation or Eyewash, Advertising Express, July 2010, ICFAI University Press
  • CRM in Pharmaceutical Sector: Meeting the Challenges of Changing Healthcare Environment, V. V Das et al. (Eds.): BAIP 2010, CCIS 70, pp. 660–664, 2010, Springer-Verlag Berlin Heidelberg 2010
  • Social Entrepreneurship: An Approach towards Social Impact, SIMER PRAGATI, Vol 2, Issue 3(2010), Shivalik Institute of Management Education and Research, Drug.
  • Irregular Migration from Africa: A Challenge for Europe, Quest, Volume I, Issue II, September 2010
  • Service Sciences: Foundation of New Discipline in Service Economy, Pillai’s Journal of Management Research, Vol 2, Oct-Mar11, ISSN 0976-5433
  • Green Retailing: An Exploratory Study Examining the Effects of Sustainability on Global Retail Landscape, International Journal of Academic Conference Proceedings, ISSN 2164-263X
  • Greening the Supply Chain : An Initiative  towards Environmental Sustainability, Proceedings of the National Conference on Go Green (NCGG’11), ISBN 978-81-8371-382-5
  • Integrating Corporate Social Responsibility into Corporate Branding: New Dimension in Brand Management, SIMER PRAGATI, Volume III, Issue III, January- March 2011, ISSN 0974-2018
  • Digital Product Placement in the World of Advertainment, Presidency Journal of Management Thoughts and Research,  Vol III No 1, Jan-June 2013, ISSN 2229-5275
  • Reverse Innovation: A Gift from Developing Economy to Developed Economy, Business Perspectives and Research, Volume 2, No. 1, July Dec 2013, ISSN 2278-5337
  • Green Retailing: Environmental Strategies of Organized Retailers and Competitive Advantage, International Postgraduate Business Journal ISSN No 2180-2459115-119,  Othman Yeop Abdullah Graduate School of Business (OYAGSB), Universiti Utara Malaysia (UUM), Kedah, Malaysia, Volume 6, Issue 1,115-119, 2014
  • Role of Environmental Sustainability Practices of Retailers on Ecological Awareness of Customers, International Journal of Consumerism, ISSN No. 2250-1010, Siddharaja Educational Services Ltd (SES), Volume 4, Issue 2, Page no 137-142, 2014
  • A Study Analyzing the Green Retail Patronage Behaviour of Shoppers, Vishwakarma Business Review, Vishwakarma Institute of Management, Pune, Volume V, Issue 2, July 2015
  • Sustainable VALS: Dynamics of Green Consumption among Gen Y, Pratibimba- The Journal of IMIS, Institute of Management and Information Science, Bhubaneswar,  Vol 17 No 2, July-December, 2017

Cases Developed :

  • Branding at Mewar Rugs!, International Postgraduate Business Journal, ISSN 2180-2459, Othman Yeop Abdullah Graduate School of Business (OYAGSB), Universiti Utara Malaysia (UUM), Kedah,Malaysia, Vol. 5 (Special Issues) (2), 57 – 76
  • Weaving Relationship, Case Centre ( European Case Clearing House), The Case Centre USA, Case Reference No. 615-056-1, Oct, 2015
  • Mannat Foundation: Building Social Enterprise for the ‘ Bottom of the Pyramid, Case Centre , ( European Case Clearing House), The Case Centre USA, Case Reference No  315-259-1, Oct, 2015
  • Applying the Concepts of Services Marketing to ANSSI, Case Centre(formerly ECCH), USA, Case-Reference no. 517-0181-1, October 2017
  • Aashirvaad Sugar Release Control Atta: Sugar Not So Sweet To Palate, Case Centre(formerly ECCH), USA, Case-Reference no. 517-0181-1, February 2018
  • Rexton: Bumpy Ride in India, Case Centre(formerly ECCH), USA, Case-Reference no. 319-0111-1, May 2019

Book Chapters :

  • Exploring the Relationship between the Eco-labels and Green Buying Behaviour with Reference to Mumbai City, 2014, Book Chapter in Strategic Marketing in Fragile Economic Conditions, ISBN: 978146662322, Published in the United States of America by Business Science Reference (an imprint of IGI Global), 701 E. Chocolate Avenue, Hershey PA, USA 17033
  • Adoption of Sustainable Energy Solutions: A Study of Mumbai Households with Reference to LED Bulbs, book chapter of the edited book titled, Business Infrastructure for Sustainability in Developing  Economies, IGI Global, headquartered in Hershey, Pennsylvania (USA), ISBN: 978-1-5225-2041-2, 2017
  • Exploring the Technique of Carbon Sequestration as a Solution to the Problem of Climate Change, book chapter in Climate Change and Impact on Lives and Livelihood Patterns, Discovery Publishing House Pvt. Ltd., New Delhi, ISBN 978-93-5056-150-8, First Edition 2012

Book Review :

  • Kites in a Hurricane: Startups from Cradle to Fame, Anvesha – The Journal of Management,  ISSN 0974-5467, IES Management College and Research Centre         Vol 11, No 2,  April-June, 2018
  • The Art of Client Service, Anvesha – The Journal of Management, ISSN 0974-5467, IES Management College and Research Centre, Vol 9 No 4, Oct-Dec, 2016
  • Contagious: Why Things Catch On, Anvesha The Journal of Management, ISSN 0974-5467, IES Management College and Research Centre, Vol 7 No. 3, Page no 67-68,  July - Sep 2014
  • Different Thinking: Creative Strategies for Developing the Innovative Business, Anvesha Vol 5 No. 1, January-March 2012, ISSN 0974-5467.
  • The New Science of Retailing: How Analytics are Transforming the Supply Chain and Improving Performance, Mangalmay Journal of Management & Technology, Volume 5, Number 2, July – Dec 2011, ISSN 0973-7251.
  • DRAFTFCB + ULKA Brand building Advertising Concepts and Cases Book II, Anvesha, Vol 4 No 2, July-Dec  2011, ISSN 0974-5467
  • The Maruti Story: How a Public Sector put India on Wheels, Presidency Journal of Management Thought & Research, Vol II No. 3, January – June 2012, ISSN 2229-5275.
  • China America – The uneasy Partnership that will Change the World, Book Review, Prabhandan, April - May 2011, ISSN 2229-4791
  • Book Review: Greening the Supply Chain: A Guide for Asian Managers, Global Journal of Enterprise Information System Jan 2011–March 2011, Volume-3 Issue-1, ISSN: 0975-153X, e ISSN: 0975-1432
  • How Google Changed the World, Book Review, Anvesha, Vol 3 No 1, Jan-June 2010, ISSN 0974-5467
  • Making Breakthrough innovation happen, Book Review, Anvesha, Vol 3 No 2, July-Dec  2010, ISSN 0974-5467
  • Book Review: Financial Intermediation in a less developed economy: The history of the United Bank of India, Finsights Vol 2 Issue 1 Jan-Mar 09.
  • Book Summary: Elite China Luxury Consumer Behaviour in China, Best Books Aug 2009.
  • Book Summary: Unleashing Innovation: How Whirlpool Transformed an Industry, Best Books Sep 2009.

Conference Publication :

  • Green Building: A step towards Sustainable Architecture, presented a paper at Good & Green- Revisiting Business for Sustainable Future, Icfai Business School – Goa, August 28 -29, 2008
  • Branchless banking: Upshot of Innovative Technology to Serve the Poor, presented a paper at Innovative Trends and Strategies in Finance, IES Management College and Research Centre, Mumbai, February 5, 2009
  • Education as a Driver of Imparting Concern for Environment and Sustainable Development: An Indian Perspective, paper got accepted by WGCC Conference & Expo 10, Mayfair London Hotel, January 22-26, 2010.
  • Social Marketing: An Appreciative Appraisal in Changing Market Dynamics, presented a paper at National Conference on Managing for tomorrow, AES Post Graduate Institute of Business Management, School of Management, Ahmedabad University, 23 - 24 January 2010.
  • Service Sciences: Foundation of New Discipline in Service Economy presented a paper at National Research Conference on “Services Management a Holistic Approach: The Emerging Horizons” September 25, 2010 at Pillai’s Institute of Management Studies and Research, Navi Mumbai.
  • Carbon Footprint: Smaller the Better presented a paper at Two Day State Level Seminar on The Green Wave Sweeping India, October 29-30, 2010 at J.D.C. Bytco Institute of Management Studies and Research, Nashik.
  • Game Theory as a Tool of Decision Sciences presented a paper at International Conference on “Challenges of Globalization and Strategy for Competitiveness”, Jan 14-15, 2011 at Ajay Kumar Garg Institute of Management, Ghaziabad.
  • Green Retailing: A Step towards Environmental Commitment presented a paper at International Research Conference on Retailing in the Globalised Era, 5th - 6th March 2011 at Institute for Future Education Entrepreneurship and Leadership, Pune.
  • Greening the Supply Chain: An Initiative towards Environmental Sustainability presented a paper at National Conference on Go Green, March 18, 2011 at DMI College of Engineering, Chennai.
  • Role of Branding in Service Marketing presented a paper at National Conference on Challenges & Opportunities in Service Sector,  April 20 & 21, 2011 at M S Ramaiah Institute of Technology, Bangalore.
  • An Exploratory Study to Investigate the Ecopreneurship for a Sustainable Eco-system presented a paper at 4th National Conference on Contemporary Management Research Sustainable Management Practices, May 13, 2011 at Apeejay School of Management , New Delhi.
  • Service Innovation: Managing the Challenges of the Global Economy presented a paper at 1st International Conference on Game Changers in the Aftermath of Recession: Managing Challenges in the Global economy, June 25, 2011, Veloxian Learning & Consultancy, Kolkata.
  • Green Retailing: An Exploratory Study Examining the Effects of Sustainability on Global Retail Landscape, paper presented at National Conference, Inclusive & Sustainable Growth: Roles of Industries, Governments & Society, July 15-16, 2011 at IMT, Nagpur.
  • Switching Behavior of Customers: Role of Relationship Marketing in Customer Retention, paper presented at National Conference on Futuristic Trends in Business Management, July 15 & 16, 2011 at Dr. B. V. Raju Institute of Technology, Hyderabad.
  • A Study Exploring the Effectiveness of Visual Merchandising on Customer Buying Behaviour, paper presented at National Level Conference on Changing Business Practices In 21st Century, November 11&12, 2011 at Department Of Master In Business Administration, CMR College of Engineering & Technology, Hyderabad.
  • Frugal Innovation – A Success Mantra, paper presented at International Conference on The Challenges of Rural Marketing in the 21st Century, November 26 & 27, 2011 at Institute for Future Education Entrepreneurship and Leadership, Pune.
  • A Study Analyzing the Impact of Green Store Atmospheric on Customer Preferences and Store Patronage, 8th ISDSI International Conference           The Indian Subcontinent Region Decision Sciences Institute (ISDSI) along with Maharashtra Management Association (MMA), Hyatt Regency, Pune, January 02-04, 2015
  • Mapping of Gen Y: Implications for Marketers, International Conference on Digital Disruptions – Trends and Opportunities in Marketing, Icfai Business School, Mumbai, March 11, 2016.
  • Determinants of Entrepreneurial Intention among Experienced Working Professionals in Mumbai, paper presented at International Conference on Entrepreneurship and Family Business, IIT, Bombay and University of North Texas, Mumbai, January 8-10, 2018
  • Antecedents of Green Patronage Intention of Shoppers in Emerging Markets, Journal of The Academy of Marketing Science (JAMS) India Conference, Indian School of Business (ISB) Hyderabad,  April 26-28, 2018.
  • Empowering Women Entrepreneurs through Technology Adoption: A Narrative-Based Examination, paper presented at 4th International Conference on Economic Growth and Sustainable Development: Emerging Trends held at Shri Dharmasthala Manjunatheshwara Institute for Management Development, Mysuru,  November 23-24, 2018
  • Managing Online Reputation: A Conceptual Framework of Factors Influencing the Selection of Web-Stores, paper presented at 12th Annual ISDSI Conference, held at SP Jain Institute of Management & Research (SPJIMR), Mumbai, India,  December 27-30, 2018.
  • Chatbot: Managing the Customer Service Experience, paper presented at 6th Remsons International Research Conference, Durgadevi Saraf Institute of Management Studies, Mumbai, 16th March 2019

Books Published :

Worked on following edited (derivative) books

  • Urbanization and Socio-economic Development
  • Business of Bollywood: The Changing Dimension

Prizes / Awards :

  • Winner of Best Faculty Award for the year 2017-18, 2016-17, 2015-16, 2014-2015
  • Received Best Faculty Award for administration, co-curricular and extra curricular activities for the year 2013-2014.
  • Received Best Researcher Award for publishing the maximum number of research papers, articles and book review for the year 2010-2011.
  • Currently working as Associate Editor for the journal Anvesha, ISSN 0974-5467
  • Worked on Edited Book of the Conference proceedings for the year 2013, 2012, 2011 and 2010.
  • Worked as Core Committee member for organizing the events like Annual Day, CIT and others.
  • Had been  one  of  the members  of  the  editorial  board  of  management  journal  of  BIM – TECH .
  • Participated in various debates.
  • Participated  in  different  exhibitions  and  trade  fairs  as  sales girl .
  • Worked  with  CSR ( Competition  Success  Review )  in interviewing  the  successful  candidates  of  UPSC  examination.

MDPs / Consulting Assignments Handled :

Research Grants :
  • Received AIMS Research and Innovation Fellowship Grant of Rs 1, 00,000 for carrying out research work on the topic, Technology Engagement in Women Led Businesses: Extending the Unified Theory of Acceptance and Use of Technology (UTAUT) for the period of one year, 2018.
  • Received consultancy project from TATA POWER of Rs 1, 50,000 for designing second activity report of Tata Power Community Development Trust and Mannat Foundation on their corporate social responsibility activities undertaken by TBCBT for the period of one year, 2013.