Ritu Srivastava

Prof. Ritu Srivastava is a Ph.D. in Marketing Management. The topic of her thesis is Evaluation of Relationship Marketing in Financial Services in India. An academician by heart, Prof. Srivastava firmly believes that management education goes beyond classroom and includes various components on industry interaction, social outreach and research and development. She has nine years of experience across education and industry cutting across teaching, research and consulting activities.

Teaching – 20+ years (Marketing Management, Services Marketing, Retail Marketing, International Marketing, E Business, Communication)

Areas of Interest: Services Marketing, Strategic Management, Educational Planning and Administration

Awards

• Recipient of National Technical Teacher Awards (Management Category), 2022
• Award for excellence in Teaching at MDI Gurgaon, 2021-22
• Award for excellence in Teaching at MDI Gurgaon, 2019-20
• Rank Holder in Master of Corporate Management Course
• Best Paper; International Marketing Conference Fore School of Management; “Reinventing Marketing for Emerging Markets” Nov 28-30, 2013.
• Best Paper; National Seminar on Rural Marketing at College of Agribusiness Management, G.B. Pant University of Technology and Agriculture, Pantnagar. March 2005.

Teaching

• Post Graduate programmes: Marketing Practices and Implementation, Retailing and Franchising, Service Quality
• Executive Education: Advertising Management, Integrated Marketing Communication,
• Public Policy Marketing
• International Marketing

Research

• Srivastava, R. (2022) Marketing at the bottom of the pyramid: A systematic literature review to set the research agenda. Academy of Marketing Studies Journal, 26(4), 1-18.
• Kumar, H. and Srivastava, R. (2022), "Exploring the role of augmented reality in online impulse behaviour", International Journal of Retail & Distribution Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJRDM-11-2021-0535
• Srivastava, R., & Gupta, P. (2021). Research on unhealthy food and beverages advertising targeting children: Systematic literature review and directions for future research. Australian Journal of Management, 031289622110595. doi:10.1177/03128962211059579
• Srivastava, R. & Srivastava, V. (2021). A Study of Buyer Motivations at the Bottom of Pyramid in Urban India. Vision - The Journal of Business Perspective, https://doi.org/10.1177/09722629211051441
• Srivastava R., Banerji D., Nema P. and Chowdhary S. (2021). Perceived risk: A new way of Engaging Customers and Employees for Value Creation in Services. Vision
• Gupta P. And Srivastava R. (2021). Research on Social Enterprises from an Emerging Economy- Systematic Literature review and Future Research Directions. The Journal of Social Entrepreneurship https://dx.doi.org/10.1080/19420676.2021.1974926
• Gupta A., Sharma K. & Srivastava. R. (2020). The Role of Limited Resource Model (LRM) of Self-Control in Health-Oriented Behaviors: A Systematic Review and Future Research Agenda Vision
• Banerjee S. & Srivastava R. (2019).Exploring Export Potential of Indian Movies: A Comparative Advantage Analysis of the Indian Film Industry The Great lakes Herald, Vol 13, No. 1
• Srivastava. R. (2017) Book Review: David Aaker, Aaker on Branding: 20 Principles that Drive Success, Vision, Vol. 21 issue: 3, August 2017
• Srivastava R; Understanding the Customer Value Enablers for retail Formats, Pratibimba, Vol 16, No. 1, Jan-July 2016
• Srivastava R and Saxena S; Private Label Perception of Customers: Effects of Socio Demographic Variables, Management Insight, Vol 11, No. 2, December 2015
• Srivastava R;Private Label Motivators and Product Category Association: An Empirical Study, Ushus - Journal of Business Management. Christ University, Bangalore, Vol. 14, N0. 3,July-December 2015
• Srivastava R; Exploring Product Category and Promotion Type Association for Impulse Buying in Malls in India, Abhigyan, Vol.31No.3, Oct-Dec 2013
• Srivastava R; The Role of Front Line Service Employee in Select Service Industries in India, Ushus - Journal of Business Management. Christ University, Bangalore Oct - Dec 2013
• Srivastava R; Book Review; Management Essentials: A Recipie for Business Success, Vision Vol 18, Issue 1, March 2014
• Srivastava R; Motivators for Online Retail in India: Closing the Gaps, Pratibimba, Vo 14, Issue 2, July-December 2014
• Srivastava R; Customer Satisfaction-Loyalty link in Indian Online Retail, Management Insight, Vol 10, Issue 2, December 2014
• Srivastava R; Employee Actions that lead to Customer Satisfaction: services revisited in India, 2014, Academic Reference Series –Reinventing Marketing for Emerging Markets, Bloomsbury India, 2014
• Srivastava R; The business case for Social responsibility in India, Center for Education Growth and Research Newsletter, Vol II, Issue III, 2013
• Srivastava, R., Why does the service hurt? Doctor, 2012 European Case Clearing House
• Srivastava, R., Skill Oriented Vocational Education In India: Assessing The Case Of Downstream Plastic Processing Sector Using The Service Quality Framework, September 2011, International Journal Of Business Economcs and Research, Vol2, Issue 1. February 2012.
• Srivastava, R., Responsible Management Education For The Globalized World: Question Or Question Mark?, February 2011 AIMA Journal of Management and Research, Volume:5 Issue:4
• Srivastava, R., Managing Turnaround And Transformation: The Tata Motors Way, Excel Books, 2007
• Srivastava, R., Rural India: Collaborating For Overall Economic Development, Kurukshetra, Volume 54, No. 8, June 2006
• Srivastava, R., Voicecom Mobile Communications, Management Today, Volume 5, Issue1, February 2005
• Srivastava, R., Relationship Marketing: The ICICI Way, Management Dynamics, Vol. 5, No.1, 2005

Training

As a management practitioner I been working closely the Indian services sector including Telecom, Banking and Retailing across marketing functions including Communication Strategies. She has successfully conducted programmes for organizations such as Vodafone, Bharat Electronics Ltd., Indian Oil Ltd., Indian Armed Forces, DGET and LIC (India). She can develop customized training programmes in the areas of;

• Service Excellence
• Customer Relationship Management
• Marketing Communication including New Age Media