Dr Sanjay Patro

Dr Sanjay Patro

Qualification : B.Sc. (Engg.), PGDRM (IRMA), Ph.D. (Berhampur)

Email : sanjay@xlri.ac.in

Functional Area : Marketing

Brief Profile  

  1. Ph. D: Awarded Ph.D in Business Administration from Berhampur University, India,   on the topic "Consumer Information Search Behaviour" in July, 1996.
  2. PGDRM: Institute of Rural Management Anand (IRMA) ,1987                           
  3. B.Sc (Engg. and Tech):  CAET, OUAT,  Bhubaneswar ,1985.

Experience Detail  

1.Professor of Marketing at XLRI, Jamshedpur since July, 2005
2.Associate Professor of Marketing at XLRI, Jamshedpur during July 2000-June 2005 and as Associate Dean, FPM and Research since June, 2009

3.Assistant Professor of Marketing during April,1997-June,2000 

4.Lecturer in the Marketing Area at the Dept. of Business Administration, Berhampur University, Berhampur, Orissa  during September 1987 to  March 1997

5.Assistant Manager at Orissa Milk Marketing  Federation , Bhubaneswar  during April- September 15,1987 

Dr Sanjay Patro

Dr Sanjay Patro

Achievements and Research Interest/Area of Research Interests


1.Brand Management, Social Role of Brands, Marketing in Emerging Countries 
2.Role of Brands in Managing Consumer mobility in Society 
3.Strategies and Tactics to Build, Measure, and Manage Brand Equity
4.Design, Implementation, and Evaluation of Integrated Marketing Communication Programs
5.Innovation Management
6.Technology Adoption and Mass Diffusion of Technology
7.Case Studies on Strategic Marketing, Product Management and Brand Management 

Courses Taught

1. Product and Brand Management
2. Strategic Marketing 
3. Services Marketing
4. Rural Marketing/ Marketing in Emerging Countries
5. Marketing-I
6. Marketing-II

Courses offered to Doctoral Students:
1. Advances in Marketing Management
2. Pedagogy for Management Teachers

Consultancy Undertaken

1.Member of the Executive Council of  Jharkhand Education Project Council, constituted by Govt. of Jharkhand for execution of  universal primary education in the state of Jharkhand from 2007 continuing till date

2.DISE Project for Council of  Jharkhand Education Project Council, JEPC, Ranchi

3.Selected as Marketing Advisor, Spices Board, Cochin  (Government of India) for their Programmes to Enhance Exports of Value Added Branded Products to US and other Markets during 2002-03

4.Selected  as  an outside expert in the  Evaluation Committee of Bharat Sanchar Nigam Limited  (BSNL) for appointment of  Distributors and  Dealers for their cellular operations  in  Jharkhand and Bihar in the year 2002

5.A member of the Study Team to design the Jharkhand Development Report  for the Planning Commission of India during  2000-2001

6.Estimation of  Marketing Potential for an Amusement Park at Jamshedpur  for the Nicco Group, Kolkata

7.Was the Project Coordinator of Small Farmers Agri-business Consortium (SFAC) in Ganjam District, sponsored by M.S.Swaminathan Research Foundation, Chennai. The project was submitted to the foundation in the year January, 1995

8.Was a member of the Consultancy Team for the assignment on Marketing of DWCRA  and IRD Products in Orissa sponsored jointly by UNICEF  and Panchayatiraj Department,Govt. of Orissa,Bhubaneswar  during  1993-94


Journal Articles-Refereed

  1. Sustainable Distribution in Emerging Markets - African Perspective. Transnational Marketing Journal, Vol.2, No:1, pp.39
  2. Roy Choudhury, Indranil , Sanjay Patro, P. Venugopal and D. Israel A Study on Consumer Adoption of Technology-Facilitated Services", Journal of Services Marketing, Vol. 28, 2013, Iss 6 pp. 471-483. 
  3. P Sanjay Sarathy & Sanjay  Patro, The Role of Opinion Leaders in High-Involvement Purchases: An Empirical Investigation,[South Asian Journal of Management, Vol.-20, Issue-2, April-June, 2013, pp 127-145]
  4. Patro , Sanjay, ICICI Bank: Brand Building in Retail Banking,[Management and Labour Studies, Vol. 38, No.3, August 2013, pp. 277-295]
  5. Patro ,Sanjay, Branding of High Technology Products [ Journal, Management Guru: Journal of Management Research,  Volume 1, No. 1, August-October 2012, pp19-23]
  6. Abraham ,Aby K & Sanjay Patro, XLRI Case Development Centre (XLCDC) Royal Enfield: Brand Renaissance  [ MK/012/11/12]
  7. Patro, Sanjay, XLRI Case Development Centre (XLCDC), Lubrizol: Creating Points of Differentiation in B2B Markets [ MK/013/12/12]
  8. Patro, Sanjay. (2012). Infosys: Building a Leadership Brand. XLRI Case Development Centre (XLCDC), Case reference no. MK/010/03/12.
  9. Patro, Sanjay. (2012), Desicrew BPO: Putting Bharat in Global Arena. XLRI Case Development Centre (XLCDC), Case reference no. MK/011/03/12.
  10. Patro, Sanjay, Satpathy, A., & Majumdar, S. (2011).Amul: Assessment of Distributor`s Performance. XLRI Case Development Centre (XLCDC), Case reference no. MK/007/08/11.
  11. Patro, S., & Srikanth, A. (2011).Britannia: Entry into Snacks Category in India. XLRI Case Development Centre (XLCDC), Case reference no. MK/006/08/11.
  12. Patro, Sanjay K and Vinay Kumar Apollo Health and Lifestyle Limited: Retail Franchising in the Healthcare IndustryVikalpa, April June, 2009, the research publication of Indian Institute of Management, Ahmedabad.
  13. Patro, Sanjay K and Vinay KumarVasant Scribes Ltd: Growth Challenges of an IT Enabled Services Firm"(2008) A case published by London Business School and cleared by European Case Clearing House(ECCH)
  14. Patro, Sanjay K and  Sanjeev Varshney (2009) Brand Awareness and Preference in Rural MarketsConference proceedings on Rural Marketing ,organized by IIM, Kozhikode ,April,2008
  15. Patro, Sanjay K. and Anand Jaiswal Consumer Evaluations of Brand Extensions: Evidence from India, Journal of Academy of Business and Economics, Volume 1,No.2
  16. Patro, Sanjay K., Anand Jaiswal and Sharad  Sarin Barista: Brewing  a Coffee Revolution in IndiaDecision,Vol.30,No.2,July-December,2003
  17. Patro, Sanjay, Growth and Challenges of Rural Markets, Management and Labour Studies, Vol. 25, No.3, May ,2001
  18. Positioning: The Fountainhead Decision, Indian Management,Vol. No. 5,October ,AIMA, New Delhi .1992
  19. Managing the Media Explosion: The Challenges Ahead, The Indian Journal of Commerce, vol. XLV, part II,1992
  20. The Growth and Challenges of Rural Market, edited  book Emerging Trends in Indian Marketing in the 90s, S.C Sahoo and P.K.Sinha (Ed), Academic Foundation, New Delhi,1991

Paper Presentations-Refereed

1.Patro, Sanjay Perspectives on Bottom of Pyramid Research in AMA-AIM Sheth Doctoral Consortium at Institute of Management and Technology (IMT Ghaziabad), New Delhi during Jan 7-9,2016

2.Abraham, Aby, Patro, Sanjay, Belk Russel  and Pradhan. D  Exclusivity and Consumptionpresented a paper in Consumer Culture Theory Conference  2016 at University of Arkansas, Arkansas, USA ,June 18-21,2015.

3.Katyal, Kanhu and Patro, Sanjay  Conaumer Characteristics and Brand Loyalty in AMA-AIM Sheth Doctoral Consortium, IMT Dubai, Jan 18-19,2015

4.Sarangi, Subrat, Pradhan, Debasis; Kumar, Ravi Shekhar & Patro, Sanjay, Towards a Sustainable Distribution Strategy in Emerging. Presented at the 2014 Annual Conference of Emerging Markets Conference Board, at IIM Lucknow (Noida campus), January 9-11, 2014

5.Sarangi, Subrat; Pradhan, Debasis; Patro, Sanjay & Kumar, Ravi Shekhar,Sustainable Distribution in Emerging Markets Presented at the 2014 Annual Conference of the Emerging Markets Conference Board, IIM. Lucknow (Noida Campus), January 9  11, 2014

6.Sarathy, Sanjay; Patro, Sanjay and Varshney, Sanjeev, Social Signaling and Conspicuous Consumption of Low Income Consumers in Emerging Countries. Presented at the 2014 Annual Conference of Emerging Markets Conference Board, IIM Lucknow (Noida campus) , January 9-11, 2014

7. Abraham, Aby & Patro, Sanjay, Understand Consumers Meaning Presented in the 2014 Conference of the Emerging Marketing Conference Board hosted by the Centre for Marketing in Emerging Countries, IIM Lucknow, NOIDA Campus, January 9-11, 2014.

8.Patro, Sanjay & Abraham, Aby, "Country of Origin, Effect and Consumer Decision Making" Presented at the International Conference on Research in Marketing (ICRM 2013) jointly organized by IIT Delhi, XLRI School of Management and Curtin University, Australia, held in New Delhi , December 21-22, 2013

9.Sanjay Patro, Innovations in Emerging Markets-Experiments in India, Presented in International Conference in collaboration with American Marketing Association, Bangalore, July 29-30, 2012

10.Sanjay Patro, Product Development and Innovation Management Presented at the Sheth Foundation Doctoral Consortium organized by the Academy of Indian Marketing Association in partnership with Alliance University, Bangalore, July 27-29, 2012

11.Indranil Roy Chowdhury and Sanjay Patro, Adoption of Technology Facilitated Services  Study of Business Correspondent Banking.Presented at IIM-L International Conference in Marketing, Noida Campus, India during January 12-14, 2012

12.Patro, S., Presented a paper on Role of Brand Awareness and Preference in the Purchases of Consumer Products  in the International Conference of the Academy of Indian Marketing, New Delhi during December 16-18,2010

13.Patro, S., Presented paper on "Adoption factors of M-Payments in India " An empirical evaluation in the Indian context" at the International Conference held in  Great Lakes Institute of Management, Chennai organised in collaboration with NASMEI, USA during Dec 23-24, 2010 

14. RoyChowdhury, I. & Patro, S.K. 2010 Adoption factors for Mobile Payments systems among consumers in India, paper presented at Fourth Great Lakes-NASMEI Marketing Conference, Chennai, India.

15.Delivered a Key Note Address on Marketing In a Digital Economy, at a National Workshop on Marketing Illigence conducted at VIT School of Management, Vellore on February 19, 2007.

16.Patro Sanjay Kumar and Pingali Venugopal  In-store Influences: A Study of Rural Buyers in India, Annual Conference of International Academy of Business and Economics, October 19-22,2003.Las Vegas, USA

17.Presented a paper titled Country of Origin and Challenges before South Asian Entrepreneur in the Association of  Management Development Institutions  in South Asia (AMDISA)  at Male, during  April 12-14, 2002

18.A research paper titled Branding in High Technology Products  is accepted for presentation in  the International Conference on Marketing of Technology Products and Services organized by Indian Institute of  Management, Bangalore  during December 27-28,2002

19.A research paper titled "Consumer Evaluations of Brand Extensions: Evidence from India" to be presented in the International Conference organized by International Academy of Business and Economics, Las Vegas, USA, October 19-22, 2003 

20.Building Global Brands- A Strategic Approach presented at the International Conference organized at MDI, Gurgaon, during December 21-22, 2001.

21.Presented a paper titled Innovation and Branding-The Emerging Paradigm at the International Conference organized at MDI, Gurgaon, during December 21-22, 2001.

Key note presentation

Other Professional Activities

Co-ordinating/Organizing Workshop/Conferences /MDPs

I have offered several Management Development Programmes of 4-5 days duration for senior and middle level managers of corporates over last seven years on the following topics:

1. Strategic Brand Management
2. Product Strategy and New Product Management 
3. Customer Experience Management for Building Strong Brands
4. Strategies for Tapping Rural Markets

Besides these MDPs I have conducted several customized Programmes for different corporates on the above mentioned topics. Offered progrmmes on Business Leadership for Emerging Leaders for several corporates like Tata Motors, MRF Ltd,  , Ashok Leyland and Mahindra & Mahindra, Taj Group of Hotels, Tata Steel and Titan Indusries Ltd.

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

Invited to deliver Keynote addresses/ speeches

1.Delivered a Key Note Address on " Marketing In a Digital Economy, at a National Workshop  on " Marketing Intelligence" conducted at VIT School of Management ,Vellore on February 19,2007

2.I was invited  by Confederation of Indian Industry, (CII) Kolkata,2003 as a Speaker in the Brand Conclave targeted at senior managers of  different organizations.

Membership of Professional Bodies

1.Consumer Culture Theory Consortium 
2.Academy of Indian Marketing 

Visiting Faculty

  1. IIM Kozhikode 
  2. Indian School of Business, Hyderabad

Research Project Undertaken

  1. Undertaken a research study on Co-operative  Marketing of Handlooms and  Handicrafts sponsored by Institute of Rural Management ,Anand (IRMA) in  1992
  2. Evaluation of SSA Project in Jharkhand, sponsored by Ministry of HRD,Govt of India
  3. DISE Project, sponsored by JEPC, Govt. of Jharkhand.