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Research

Research and Publications:       

VPSM aspires to be one of the top 15 b-schools in India in the next ten years and a globally renowned business school in the years to come. It understands and recognizes the important role played by top-class faculty members in achieving this aspiration. It is committed to providing a healthy environment for the growth of faculty members. The institute promises a conducive environment for the faculty to follow their research interests and encourages them to publish their research work in reputed journals in their areas or present the interim work in international conferences of repute.

Institute offers liberal support in this endeavor. It starts from offering a flexible time and faculty-centric work environment, offering support to attend reputed international conferences and subscriptions to prominent research databases and journals.

Research and Publication are integral parts of the assessment of faulty performance. Monetary rewards are offered to faculty members based on the quality of their publications. As a policy, the institute recognizes only the FT 50, A* and A grade journals as per the ABDC for offering monetary rewards and strongly encourages the faculty members to publish in them.

VPSM understand the importance of the contemporary research. In order to boost the research activities among the faculty members, a new initiative called as the Brown Bag Seminar series was inaugurated. Brown Bag seminar series invites a faculty member of VPSM to present his / her research to all the other faculty members and seek a feedback on the same. This not only improves the quality of the research but also develops the collegial environment among the faculty members. It also leads to a lot of new research ideas which can be worked on.

The inaugural Seminar of the Brown Bag was presented by Dr Bilwa Deshpande of Marketing Area. Dr Deshpande presented her ongoing research on “Advertising and Impulse Buying: Mirth for Vices and Dearth for Virtues”.

Abstract of her paper:

Purpose: Impulse buying is critically important for marketers and hence they try various strategies to enhance impulse buying. The purpose of this paper is to examine the varying impact of advertising appeals on customers’ impulse buyingfor vice and virtue food products.

Design/ methodology/ approach:  This research used two experiments in India. Experiment 1 (n=160) used a 2 (Humor: High versus Low) * 2 (Product category: Vice versus Virtue) between-subjects design. Experiment 2 (n=160) used a 2 (Scarcity: High versus Low) * 2 (Product category: Vice versus Virtue) between-subjects design. Logistic Regression and SPSS PROCESS MACRO were used for data analysis.

Findings: Humor enhances impulse buying of vice products through anticipation of enjoyment and scarcity enhances impulse buying of virtue products through perception of uniqueness. Therefore, product category (vice vis-à-vis virtue) plays a moderating role in the relationship between humor (scarcity) and impulse buying.

Research implications: This research contributes to the literature by identifying a new antecedent to IB while integrating the body of work in impulse buying with that in advertising thereby supporting incongruity-resolution theory and reactance theory.

Practical implications: Practitioners managing vice (virtue) brands may use humor (scarcity) appeals to promote impulse buying. Though impulse buying is generally considered normatively wrong, this research shows how to enhance impulse buying for virtue products, which are beneficial for consumers.

Originality/ Value: This paper demonstrates that humor (scarcity) appeals enhance impulse buying of vice (virtue) products and shows the underlying mechanisms behind these effects.

Keywords: impulse buying, advertising, advertising appeals, humor, scarcity        

Paper type: Research paper

Dr. Manu Prasad

Major Conference proceedings & Acceptances

  • Prasad, M., Totawar, A., & Nambudiri, R. (2016). What’s in a name? The what and why of ‘name dropping’. Paper presented at the 32nd European Group of Organizational Studies (EGOS) Colloquium, Naples, Italy.
  • Totawar, A., Nambudiri, R. & Prasad, M. (2016). Does the name matter? The what and why of name dropping. Paper presented at the 31st International Congress of Psychology, Yokohama, Japan.
  • Prasad, M. (2017).  Leadership Styles in Groups: An Evolutionary Perspective. Accepted for presentation at the 5th Biennial Indian Academy of Management Conference (INDAM), IIM Indore.
  • Prasad, M. &Totawar, A. (2018). Organizational Identification and the ‘Image-Identity’ Incongruence: Understanding a Dilemma for Organizations. Accepted for presentation at the 6th PAN IIM Conference, IIM Bangalore.
  • Prasad, M., Nidheesh J.C, &Totawar, A.K (2020). Breaking away or holding together? A framework examining the interaction of (new) leadership interventions and organizational culture. Accepted for presentation at the 32nd International Congress of Psychology, Prague, Czech Republic.

Dr. Sanja Samirana Pattnayak

Journal Articles:

  1. “India in Global Services Value Chain: A case of IT/BPM” (with Alka Chadha), Journal of Southeast Asian Economies, August 2019, vol. 36, no. 2, pp. 204-23.
  2. “Is health care a luxury? The debate revisited with new evidence from emerging economies” (with Alka Chadha), Applied Economics, 2016, vol. 48, issue 34, pp. 3195-3207. (ABDC Journal Ranking: A)
  3. “Is learning by Exporting Important? Evidence from Indian Manufacturing Firms,” (with Shandre M. Thangavelu), The World Economy, January 2014, vol. 37, Issue 7, pp. 1016-1026. (ABDC Journal Ranking: A)
  4. “Technical Efficiency of Indian Pharmaceutical Firms: A Stochastic Frontier Function Approach” (with Alka Chadha), Productivity: A Quarterly Journal of the National Productivity Council, 2013, April-June, 54 (1), 54-62.
  5. “Backward Linkages and Technology Spillovers in the Presence of Foreign Firms: Evidence from the Indian Pharmaceutical Industry” (With Shandre M. Thangavelu), Journal of Economic StudiesVolume 38(3), 2011. (ABS Journal Ranking: 2)
  6. “Economic Liberalization and Productivity for selected Indian manufacturing industries: A panel co-integration approach” (with Shandre M.Thangavelu), Applied Economics, Volume 42(1-3), 2010.(ABDC Journal Ranking: A)
  7. “Factor Accumulation and Long-Run Output: A Panel Co-integration Study of the Indian Manufacturing Industries” (With Shandre M. ThangaveluKeio Economics Studies, Volume XLV, 2008.
  8. “Investigation of a Lead-lag Relationship between Spot and Futures Indices of the Hang Seng Stock Average” (with R. Gulasekaran), International Journal of Business Studies, Volume 15(1), June 2007.
  9. “Economic Reforms and Productivity growth in Indian Manufacturing Industries: An interaction of technical change and scale economies” (with Shandre M. Thangavelu), Economic Modelling, 22, 601-615, 2005.(ABDC Journal Ranking: A)
  10. “The Challenges before the Singapore Economy” (with Rahul Sen), The Fletcher Forum of World Affairs24, 2, Fall 2000, pp. 17-31.

Books/chapters:

  1. “Healthcare expenditure and income in emerging economies: The case for inclusive growth” (with Alka Chadha), in Ashok Banerjee (Ed), Emerging Issues in Management: Proceedings of Pan-IIM World Management Conference 2013, Emerald India: New Delhi, 2014, pp. 117-125
  2. “Impact of South Asia on Global Institutions: Economic and Social Perspectives”, (with Shandre M. Thangavelu)Routledge Handbook of South Asian Economics (the book) edited by Raghabendra Jha published by Routledge, an imprint of Taylor and Francis Books Ltd., 2011.
  3. “Role of International Monetary Fund, World Bank and Asian Development Bank in Tackling Financial Crises in Asia”, (with Alka Chadha), Tale of Two Crises: A Multidisciplinary Analysis (the book) edited by K.E. Seetharamandpublished by Routledge, New York, NY, 2012.

Kunjana Malik

Research Interests: Private Equity, Venture Capital, Sustainability, Financial Contagion, Green Supply Chain Management

Research Publications

  • Dhankar, R. S., & Malik, K. (2015). A Dynamic Panel Data Analysis: The Effect of Private Equity on Investment and Financial Constraints of Indian Companies in The Journal of Private Equity, 18(4), 8-18, Ranked C in ABDC Journal QualityList.
  • Dhankar, R. S., & Malik, K. (2015). The Effect of Private Equity on the BFSI Sector in India: A Logistic Panel Data Analysis. The Journal of Private Equity, 18(3), 72-78, Ranked C in ABDC Journal QualityList.
  • Dhankar, R. S., & Malik, K. (2015). Flow of Private Equity and Growth of Corporate India: A Review of Literature. The Journal of Private Equity, 19(2), 60-65, Ranked C in ABDC Journal QualityList.
  • Dhankar, R. S., & Malik, K. (2016). Effect of Private Equity on Performance of IndianCompanies: A Comparative Study of Pre-and Post-Financial Crisis. The Journal of Alternative Investments19(2), 19-27. Ranked B in ABDC Journal QualityList.
  • Dhankar, R. S., & Malik, K. (2017). Earnings Quality of Private Equity-Backed andNon-Private Equity-Backed Firms in India. The Journal of Wealth Management20(1), 53-61. Ranked B in ABDC Journal QualityList.
  • Kapur, M., Banerjee, A., & Malik, K. (2020). Qualitative Assessment of Basel III Liquidity Standards and its Application in the UAE. Indian Journal of Finance and Banking4(2), 118-129. Ranked C in ABDC Journal QualityList.
  • Malik, K., Sharma, S., & Kaur, M. (2020). COVID-19 and the Indian Private Equity Industry: Time to Use the Dry Powder. Vision24(3), 255-259. Ranked C in ABDC Journal QualityList.
  • Malik, K., Sharma, S., & Kaur, M. (2021). Measuring contagion during COVID-19 through volatility spillovers of BRIC countries using diagonal BEKK approach. Journal of Economic Studies. Ranked B in ABDC Journal QualityList.
  • Kaur, M., Malik, K., & Sharma, S. (2021). A note on boardroom challenge, board effectiveness and corporate stewardship during COVID-19. Vision, 0972262920987326. Ranked C in ABDC Journal QualityList.

Dr. Alka Chadha

Journal Articles
  1. Pattnayak, Sanja Samirana, and Chadha, Alka, (2019) “India in Global Services Value Chain: A case of IT/BPM”, Journal of Southeast Asian Economies,36(2), 204-23.
  2. Pattnayak, Sanja Samirana, and Chadha, Alka, (2016) “Is health care a luxury? The debate revisited with new evidence from emerging economies” Applied Economics, 48 (34), 3195-3207.
  3. Pattnayak, Sanja Samirana, and Chadha, Alka (2013) “Technical Efficiency of Indian Pharmaceutical Firms: A Stochastic Frontier Function Approach” Productivity: A Quarterly Journal of the National Productivity Council, April-June, 54 (1), 54-62.
  4. Chadha, Alka. and Oriani, Raffael. (2010) “R&D market value during weak intellectual property protection: The case of India”, Scientometrics, 82 (1), 59-74.
  5. Kumar, Nagesh, and Chadha, Alka (2009) “India’s outward foreign direct investments in the steel industry in a Chinese comparative perspective”, (with Nagesh Kumar, UNESCAP), Industrial and Corporate Change, 2009, 18 (2), 249-267.
  6. Chadha, Alka (2009) “Product cycles, innovation, and exports: A study of Indian pharmaceuticals”, World Development,37 (9), 1478-1483.
  7. Chadha, Alka (2009) “TRIPs and patenting activity: Evidence from the Indian pharmaceutical industry”, Economic Modelling, 26 (2), 499-505.
  8. “Preventive health care and Indian industry: Roles and responsibilities”, (with Ali Mehdi, ICRIER and Garima Malik, ICRIER), Journal of Health Studies, 2008, 1 (1), 24-44.
  9. “Destination India: The Right Choice for the Pharmaceutical Industry”, Delhi Business Review, 7(1), Jan-June 2006.
  10. “Exploiting the Potential of Information and Communication Technologies for Development in South Asia”, (with Nagesh Kumar), South Asian Survey,9 (2), 201-218, 2002.
  11. “Dollarisation Debate and its Impact for South Asia”, Mainstream39(31), July 21, 2001.

Book

Game Theory for Managers: Doing Business in a Strategic World,” Second Edition, PHI Learning: New Delhi, 2020 (First Edition, 2016).

Case Study:

“Daiichi Sankyo’s Generic (Mis)Adventure: The Ranbaxy Takeover”, Emerald Emerging Markets Case Studies Collection, 2012, Emerald Group Publishing Limited.

Book Chapters

  1. “Healthcare expenditure and income in emerging economies: The case for inclusive growth” (with Sanja Samirana Pattnayak), in Ashok Banerjee (Ed), Emerging Issues in Management: Proceedings of Pan-IIM World Management Conference 2013, Emerald India: New Delhi, 2014, pp. 117-125.
  2. “Role of International Monetary Fund, World Bank and Asian Development Bank in Tackling Financial Crises in Asia”, (with Sanja SamiranaPattanayak), in SeetharamKallidaikurichi (Ed), A Tale of Two Crises: A Multidisciplinary Analysis, Routledge Publication: London and New York, 2013.

Working Papers

  1. “Patent races, me-too drugs, and generics: A developing world perspective” (with Ake G. Blomqvist, Carleton University), 2005. NUS Department of Economics Working Paper No. 0513.
  2. “CECA Implementation: A first look”, 2006, ISAS Working Paper No. 9.

Newspaper/Magazine/Internet articles

  1. “China’s steel industry is not stainless”, East Asia Forum, October 11, 2016.
  2. “Healthcare in India”, The Global Analyst, April 2015.
  3. “Transport key to unlock growth”, The Sunday Guardian, February 28, 2015.
  4. “Unfounded fears fuel plan for FDI cap in Indian pharma”, Oxford Analytica Daily Brief, August 12, 2011
  5. “US probe into Ranbaxy puts Indian pharma in jeopardy”, Oxford Analytica Daily Brief, February 22, 2012.
  6. “Free generics plan promises India major health returns” Oxford Analytica Daily BriefFebruary 22, 2012

Karthikeyan Balakumar

Research interests:

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

Research publications:

Papers:

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

Cases:

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

Grants:

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 the 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.

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