Dr Ravi Shekhar Kumar

Dr Ravi Shekhar Kumar

Qualification : FPM (IIM-Lucknow), B.Tech (IIT-BHU, Varansi)

Email : ravishekhar@xlri.ac.in

Functional Area : Marketing

Brief Profile  

Experience Detail  

  • Associate Professor, XLRI Jamshedpur since 2018
  • Assistant Professor, XLRI Jamshedpur September 2012 to 2018
  • Assistant Manager, TATA-Hitachi Construction Equipment Company Limited (Erstwhile TELCON) - 15 months
  • Marketing Engineer, L&T - 26 months

Dr Ravi Shekhar Kumar

Dr Ravi Shekhar Kumar

Achievements and Research Interest/Area of Research Interests

Academic Distinction (Awards and Scholarships)

  1. Recipient of Second Best Doctoral Dissertation proposal award at International Conference in Marketing- "Shaping the Future of Research in Marketing in Emerging Economies: Looking Ahead", at Indian Institute of Management, Lucknow, Noida Campus, judged by award committee of Prof. Naresh Malhotra, Prof Michael Etgar & Prof Sergio Carvalho in 2012.
  2. Recipient of Special mention award at second International Conference of Brand Management in 2010

Adminstrative Distinction

Other Achievements

Area of RESEARCH INTERESTS

Brand Equity; Experiential Marketing; Digital Marketing; Healthcare Marketing

Faculty Development Programs Attended

Courses Taught

  1. Marketing Research (Core [1.5 credits], PGPCEM (2012-13; 13-14), XLRI Jamshedpur)
  2. Advances in Marketing Management (Elective [1.5 credits], FPM/EFPM (2012-13; 13-14; 14-15), XLRI Jamshedpur)
  3. Product and Brand Management (Core [1.5 credits], PGCBM (2012-13; 13-14; 15-16), XLRI Jamshedpur)
  4. Marketing Management-II (Core [3/6/4.5 credits], PGDBM (2013-14; 14-15; 15-16), XLRI Jamshedpur)
  5. Business Research Method (Core [6 credits], PGDBM (2013-14; 14-15; 15-16), XLRI Jamshedpur
  6. Contemporary Theories in Marketing (Elective [1.5 credits], FPM/EFPM (2013-14), XLRI Jamshedpur)
  7. Marketing Management (Core [1.5 credits], Global MBA (2015-16), XLRI Jamshedpur)

Consultancy Undertaken

In-Company Programs

Business Leadership Development Programme for Emerging LeadersSponsoring Organization, Ashok Leyland Ltd - 2013-14   

INTELLECTUAL CONTRIBUTIONS (PUBLICATIONS)

Journal Articles-Refereed

  1. Prasad, A. A., & Kumar, R. S. (2022). Challenges and opportunities of brand corporate social responsibility classification: A review, new conceptualization and future research agenda. International Journal of Consumer Studies (ABDC - A Category)
  2. Bandyopadhyay, N., Sivakumaran, B., Patro, S., & Kumar, R. S. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and Consumer Services, 61, 102532. (ABDC - A Category)
  3. Ravi Shekhar Kumar, Satyabhusan Dash, Naresh K. Malhotra, (2018) “The impact of marketing activities on service brand equity: The mediating role of evoked experience”, European Journal of Marketing, Vol. 52 Issue: 3/4, pp.596-618. (ABDC - A* Category)
  4. Kumar, R. S., Dash, S. B. and Purwar, P.C. (2013), “The nature and antecedents of brand equity and its dimensions”, Marketing Intelligence and Planning, 31, No.2, pp. 141-159. (ABDC - A Category)
  5. Sarangi, Subrat, Patro, S., and Kumar R. S. (2014), “Sustainable distribution in emerging markets? African perspective”, Transnational Marketing Journal, Vol.2, No: 1, pp.39. (Scopus Indexed)

Published Research Monographs

Scholarly Books

Chapters in Scholarly books

  1. Dash S. B. & Kumar, R. S. (2009). Consumer-based Brand Equity Analysis of US Global brand in comparison with Domestic brand in Indian Apparel Industry in Brand Research Edited by Nafess L., Krishnan O., Gore T., Macmillan Publishers India Limited, Delhi.

Conference Proceedings-Refereed

Paper Presentations-Refereed

  1. Kumar, R. S. (2016), "Exploring influence of Incomplete Information and Consumer Knowledge on Choice: An Experimental Approach", Fourth PAN IIM World Management Conference held at IIM Ahmedabad during 13-15 December, 2016.

  2. Kumar, R. S. (2014) "Behavioral Antecedents of Channel Partners Satisfaction: A Power specific approach", at the 2014 Annual Conference of Emerging Markets Conference Board, held at IIM Lucknow (Noida campus) during January 9-11, 2014.
  3. Kumar, R. S. and Dash, S. B. (2014) "Linking Physical Environment to Brand Equity: An Empirical Study of Hospital Services", at the 2014 Annual Conference of Emerging Markets Conference Board, held at IIM Lucknow (Noida campus) during January 9-11, 2014.
  4. Subrat Sarangi, Debasis Pradhan, Ravi Shekhar Kumar, Sanjay Patro (2014), "Towards a Sustainable Distribution Strategy in Emerging", at the 2014 Annual Conference of Emerging Markets Conference Board, held at IIM Lucknow (Noida campus) during January 9-11, 2014.
  5. Kumar, R. S. and Dash, S. B. (2012). Effect of marketing mix elements on hospital brand equity, International Marketing Conference, organized by Indian Institute of Management, Calcutta, at Indian institute of Management, Calcutta, India held during December 28-30, 2012.
  6. Kumar, R. S. and Dash, S. B. (2012). Effect of marketing mix elements on hospital brand equity, International Marketing Conference, organized by Indian Institute of Management, Calcutta, at Indian institute of Management, Calcutta, India held during December 28-30, 2012.
  7. Kumar, R. S., Dash, S. B., Purwar, P.C & Singh, S. (2011). Exploring Relationships among Marketing Effort. Customers Personality and Hospital Brand Experience, 33rd INFORMS, Marketing Science conference, organized by the INFORMS Society for Marketing Science at the Jesse H. Jones Graduate School of Business, Rice University, Houston, Texas, USA, during June 09-11, 2011.
  8. Dash S. B. & Kumar, R. S. (2010). Consumer-based Brand Equity Analysis of US Global brand in comparison with Domestic brand in Indian Apparel Industry, 2nd International Conference on Brand Management in collaboration with the Centre for Indian Business (CIB) and University of Greenwich, UK, at IMT, Ghaziabad, India during January 08-09, 2010. (This paper received special mention in the conference).
  9. Kumar, R. S., Dash S.B. & Purwar P. C. (2010). The effects of marketing mix elements on brand equity; the mediating role of patient brand experience: A conceptual framework for Indian hospital industry, 1st International Conference on Emerging Market in the new world order- Paradigm shift organized by Academy of Indian Marketing in collaboration with American Marketing Association and Centre for Excellence in Brand & Customer Management, Georgia State University, at New Delhi, India during December 16-18, 2010.
  10. Kumar R. S. (2001). Macroeconomic Reforms of Chinese and Indian Economic, organized by Institute of Engineers (India), Varanasi centre students` chapter, at IIT(BHU), Varanasi, India, on September 21, 2001.
  11. Kumar R. S. (2001). Economic slowdown in Indian Economy, organized by Institute of Engineers (India), Varanasi centre students` chapter, at IIT(BHU) Varanasi, India on April 04, 2001.

Text Books

Research Report

Working paper

  1. Kumar, R. S., Dash, S. B. and Purwar, P. C. (2011). Exploring Relationships among Marketing Effort, Brand Experience and Brand Equity: A Conceptual framework for Hospital industry, Working paper, Indian Institute of Management, Lucknow, WPS 2010-11/31.
  2. Kumar, R. S. and Rai, H. (2009). Study of Buying Behavior: A Temporal Orientation and Time Pressure Perspective, Working paper, Indian Institute of Management, Lucknow, WPS 2009-2010/01.

Key note presentation

Published articles in newspapers/magazines

Cases developed for Teaching purpose

Other Professional Activities

Co-ordinating/Organizing Workshop/Conferences /MDPs
Program Director and Instructor for MDP titled "Customer Experience Management for Building Strong Brand" during 20-22 Jan, 2014 at XLRI

Contribution towards Institution building/ development/ services such as Chairperson (Placement) etc

Participation in Workshops/Conferences/Forums/ Meetings etc
Participated in Pre-Conference Workshop organized by IIM, Lucknow during 08-09 Jan, 2014

Professional Services such as Member/Editor of Editorial Board/ Advisory Committee etc
Independent Director at TheKVM consulting December, 2013 to March 2018

Reviewer/Referee in Journals/ Conferences etc

  1. Adhoc Reviewer of XLRI: Management and Labour Journal
  2. Adhoc Reviwer of Asia Pacific Journal of Marketing & Logistics
  3. Reviewer of 18th Pacific Asia Conference on Information Systems (PACIS 2014), China
  4. Reviewer of Doctoral Colloquium, XLRI, 2014

Visiting Faculty
Taught Advanced Marketing Research at IIM Indore, 2012-13