Jayakrishnan.S

Associate Professor

Area: Marketing

Educational Background

• Doctorate (Fellow)-Marketing, National Institute of Industrial Engineering (Indian Institute of Management), Mumbai – 2016.
• PG certificate programme in Advertising and Public Relations from Mudra Institute of Communications- Ahmedabad- 2010
• Masters-PGDM (Rural Management), Xavier Institute of Management, Bhubaneswar XIMB)-2007
• B.Sc. (Agriculture). Kerala Agricultural University (KAU) [COA, Vellyani]-2004.

Teaching
Adjunct Faculty- Marketing-Institute of Management Technology (IMT), Nagpur- 2020 to 2022. (Consumer Behaviour, Digital Marketing, and Marketing Management).

Research

Food Retailing, Consumer behaviour, Digitalization, Technology adoption in Retailing, and Sustainability.

Previous Employment

1. Associate Professor- Marketing and Rural Management, Welingkar Institute of Management Development and Research(Weschool), Mumbai (January 2023- March 2025).
2. Associate Professor- Marketing- SDMIMD (EFMD accredited), Mysore (January 2021-November 2022).
3. Assistant Professor- Marketing – SDMIMD, Mysore (May 2014- December 2020)
4. Adjunct Faculty- Marketing-Institute of Management Technology (IMT), Nagpur- January 2020 onwards. (Consumer Behaviour, Digital Marketing, and Marketing Management)
5. Assistant Professor- Marketing – SCMS School of Technology and Management, Cochin (July 2012 –May 2014)
6. Assistant Professor-Marketing- Bhavan’s Royal Institute of Management (Aug 2009- June 2011).
7. Senior Research Fellow-Central Institute of Fisheries Technology (Jan 2009- July 2009).
8. Sales Manager-Agency (Rural) – ICICI Prudential Life Insurance Limited (May 2007-Nov 2008).

Publications

1. Exploring the relationship between location-based advertising and impulsive buying behaviour: A Theoretical Framework (Working Paper), 5th International conference on Sustainability, Leadership, and Technology: Towards a Better Tomorrow, AIMS and Weschool, 2024.
2. Creating a Sensory Airline Brand: Singapore Airlines (Case study), Sage Business Cases, Online ISBN: 9781071931097, 2024.
3. IPR of Lays variety potato – Is it a matter of public or private interests? (Case study), Emerald Emerging Markets Case Studies (Scopus), 2023.
4. Creating a sustainable future: An Arabian dream (Case study), Sage Business Cases Online ISBN: 9781529618808, 2023.
5. What is there in pH? (Case study) – A Soap opera, Emerging Economies Cases Journal, SAGE,2022.
6. The Downfall of fairness Era- Road ahead for HUL’s Dove, Fair and Lovely (Case study), The Case Journal, (Scopus), Emerald, 2021.
7. Stoney CNG Bus Storage and Transit Facility- Bringing Sustainability in Transportation, Compendium of case studies, ATI (Administrative Training Institute), Public-Private Partnership Cell, Mysore, 2021.
8. Swiggy – changing business strategy in times of crisis, Sage Business Cases, Online ISBN:9781529779837, January 2022.
9. Walmarted: The Twist in the Indian Retail Story, International Conference on Management Cases- (University of Eastern Finland, USF Muma College of Business (USA) and Birla Institute of Management Technology, India. Bloomsbury Publishing (India) (ISBN9789389449655),2019.
10. Air India Express: The changing phase for a low-cost international carrier, SAGE Business Cases, Online ISBN: 9781526474629, January 2019.
11. Rebuilding the Trust: Maggi Way – South Asian Journal of Business and Management Cases [Scopus & ABS Level 1], SAGE, 2018.
12. Determinants of Private label purchase in food category- Role of Product, Consumer and Store factors International Journal of Management Concepts and Philosophy, (AJG/ABS journal-Level 1, 2021), Inderscience, 2016.
13. Measuring Factors determining Private label purchase, Asian Journal of Empirical Research, (ABDC Journal 2017), 2016.
14. Understanding Private label purchase in Breakfast cereals and snacks, International Conference on Trends in Retailing & Branding- FICCI & University of Madras-February 2015.
15. Factors Moderating Private Label Purchase Twelfth Global Conference on Flexible Systems Management, Vienna (Austria)-July 2012.

Awards and honours

1. Organising committee Member-Smart India Hackathon(SIH)-2023 and 2024, Nodal centre- Welingkar Institute of Management Development and Research(Weschool), Mumbai.
2. Chairman – Summer Internships (PG program), SDM Institute for Management Development (EFMD accredited), June 2020-June 2022.
3. Conference Coordinator and Chair (Area- Marketing)- SDM Institute for Management Development (EFMD accredited), 2015-2019.
4. Associate reviewer- Muma Case review published by the University of South Florida’s Muma College of Business (USA)- January 2020 onwards.
5. Reviewer – Sales and Distribution Management by Tapan.K. Panda and Sunil Sahadev, Oxford University Press, April-2015.
6. Journal paper and Case study reviews for Asia Pacific Journal of Marketing and Logistics (Emerald), Quality & Quantity (Springer), Journal of Public Affairs (Wiley), Management and Labour Studies (Sage), Asia-Pacific Journal of Management Research and Innovation (Sage), CASE Journal (Emerald) and The Muma Case Review.