Dr. Karthikeyan Balakumar

Dr. Karthikeyan Balakumar

Assistant Professor



Karthikeyan is a young faculty who is passionate about researching the intricacies of retailing, sales and distribution management, and international marketing. He has submitted his thesis titled “Essays on the Manufacturer Encroachment Phenomenon” at IIM Calcutta and is awaiting defence. Notably, he has published in the prestigious Journal of Retailing and Consumer Services. He is currently working on works on several projects in diverse topics such as online consumer privacy, COVID-19 in India, and product warranties.

Research interests:

Sales and Distribution Management, Supply chain, Social Entrepreneurship, Quantitative methods

Research publications:


Mehta, R., & Balakumar, K. (2021). Redesigning after-sales service: Impact on incumbent product distribution channels. Journal of Retailing and Consumer Services, 58, 102279.


Mishra, Prashant., Bakshi, Madhupa., Shreshta, Kumar., & Balakumar, Karthikeyan (2021). Repositioning for Success: The Lloyd’s Acquisition by Havells India. IIM Calcutta Case Research Center


Part of four-member that won the prestigious Association for Consumer Research (ACR) Grant of $2000 for the group project titled “The Outcaste becomes the Guru- A Unique Case of Indignation Entrepreneurship” to conduct Transformative Consumer Research (TCR)

Book Chapters (Non-Academic):

Wrote two chapters in the book titled “Small Big Bang: Stories of 30 diehard entrepreneurs”, edited by Ratan Mani Lal. Published by Grey Parrot publishers

Conference proceedings:

Balakumar, Karthikeyan., Agnihotri, Prafulla., Mehta, Ritu ., & Ghosh, Debabrata (2021). Adding Clicks to Clicks: Exploring the Impact of Encroachment on Online Incumbents'. Paper presented at the 2021 Summer American Marketing Association conference to be held virtually.

Balakumar, Karthikeyan., Agnihotri, Prafulla., Mehta, Ritu ., & Ghosh, Debabrata (2021). Impact of adding brand stores on incumbent offline channel. Paper presented at the 2021 Winter American Marketing Association conference organized virtually.

Balakumar, Karthikeyan., & Sharma, Ritika (2018). The Country of Destination Effect: An Umbra?. Paper selected for presentation at the Australian and New Zealand Marketing Academy (ANZMAC) 2018 conference held in Adelaide, Australia.

Manoharan, Bhupesh., Narayanan, Akshay., & Balakumar, Karthikeyan (2017). Cyber Combat: An Exploratory Investigation into the Fake NewsEcosystem and its Implications for Marketing. Paper presented at the 5th PAN IIM Conference held in Lucknow, India.

Marketing, Marketing research, Sales and distribution, Retail management

  • PhD in Marketing- IIM Calcutta (submitted)
  • PGDM from IIM Tiruchirappalli (Gold Medalist- Marketing)