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Indian Institute of Information Technology, Lucknow
भारतीय सूचना प्रौद्योगिकी संस्थान, लखनऊ
(An Institute of National Importance by the Act of Parliament)

Dr. Vinod Kumar

vkumar@iiitl.ac.in
+91-9673890022
Lucknow,India

Dr. Vinod Kumar

Interim Head of Department(Management and Humanities)

TEACHING AND INDUSTRY EXPERIENCE

  • July 2020- Till date: Assistant Professor (Management and Humanities Department), Indian Institute of Information Technology, Lucknow (Uttar Pradesh)
  • September, 2016- June 2020: ‘Assistant Professor’ (Marketing), International Management Institute, New Delhi
  • September, 2013- September, 2016: ‘Assistant Professor’ (Marketing), Institute of Management Technology (IMT), Nagpur (Maharashtra)
  • January 2009-December 2009: Worked as ‘Lecturer’ (MBA) in GGS College of Modern Technology, Kharar (Mohali, Punjab)
  • August 2008-January 2009: Worked as ‘Sales Executive’ in Ion Exchange (India) Ltd (ZERO – B), Chandigarh
  • May 2006-August 2008: Worked as ‘Insurance advisor’ in ICICI Prudential Life Insurance Co. Ltd. on part time basis
  • July 2004-May 2006: Worked as ‘Water Treatment Specialist’ (Sales) in Ion Exchange (India) Ltd (ZERO – B), Chandigarh

EDUCATION

  • Ph.D (December 2009- December 2013) in Marketing from Indian Institute of Technology, Roorkee.
  • Qualified UGC-NET examination held on 28th December, 2008 on first attempt

TEACHING INTERESTS

  • Social Media Marketing
  • Sales and Distribution Management
  • Marketing Research
  • Marketing Management
  • Marketing Analytics
  • Green Marketing
  • E-Business
  • Digital Marketing
  • Brand Management

RESEARCH INTERESTS

  • Sustainability Reporting
  • Sustainable Marketing
  • Green Marketing
  • E-Service Consumption
  • Destination Branding
  • Digital and Social Media Marketing

ACHIEVEMENTS

  • Emerald Literati Network Awards for Excellence, 2017 for the research paper published in Management Research Review (Emerald Group Publishing)
  • Received Travel Grant from AIM-AMA Sheth Foundation for attending 3rd Doctoral Consortium in IMT Dubai, 18-20 January, 2015.
  • Best Paper Award in ICMNWO-2012 at IIM Ranchi
  • Awarded Merit based MHRD Scholarship in PhD
  • MBA First Class with Distinction

SELECTED JOURNAL PUBLICATIONS

  • Dhiman, R., Kumar, V. and Rana, S. (2020), “Why export competitiveness differs within Indian textile industry? Determinants and empirical evidence”, Review of International Business and Strategy, forthcoming. (Emerald Group Publishing, ESCI and SCOPUS indexed, ABDC-C category)
  • Kumar V., Vandana, Goyal, P. and Kumar, D. (2020), “Enhancing public engagement for green Diwali: An initiative of Centre for Sustainability, Growth and Development (CSGD)”, International Journal of Social Ecology and Sustainable Development, Vol. 11 No. 4, pp. xx. (IGI Global, SCOPUS indexed)
  • Dahiya, K.S., Batra, D.K. and Kumar, V. (2020), “Antecedents and Consequences of Destination Brand Experience (DBE): A Conceptual Framework”, International Journal of Hospitality and Tourism Systems, Vol. 13 No.1, pp. 61-67. (SCOPUS indexed)
  • Kumar, D., Goyal, P. and Kumar, V. (2019), “Prioritizing CSR barriers in the Indian Service Industry: A Fuzzy AHP Approach”, Scientific Annals of Economics and Business, Vol. 66 No. 2, pp. 213-233. (ESCI & SCOPUS indexed)
  • Kumar, D., Goyal, P. and Kumar, V. (2019), “Modeling and classification of enablers of CSR in Indian firms”, Journal of Modelling in Management, Vol. 14 No. 2, pp. 456-475. (Emerald Group Publishing, ESCI & SCOPUS indexed, ABDC-C category)
  • Kumar V., Vandana and Batra, D.K. (2018), “Usage pattern of e-resources among management students in Nagpur, Maharashtra (India)”, The Electronic Library, Vol. 36 No. 4, pp. 665-676. (Emerald Group Publishing, SSCI & SCOPUS indexed, Impact Factor: 0.800, ABDC-B category)
  • Jain, N.K., Kamboj, S., Kumar, V. and Rahman, Z. (2018), “Examining consumer-brand relationships on social media platforms”, Marketing Intelligence and Planning, Vol. 36 No. 1, pp. 63-78. (Emerald Group Publishing, SSCI & SCOPUS indexed, ABDC-A category)
  • Sheoran, M., Kumar, D, Kumar, V. and Verma, D. (2018), “Understanding the trends of marketing research and its future directions: A citation analysis”, The Bottom Line, Vol. 31 No. 3/4, pp. 191-207. (Emerald Group Publishing, ESCI & SCOPUS indexed)
  • Vandana and Kumar, V. (2018), “Mom I want it: Impact of anthropomorphism on pester power among children”, International Journal of Business Innovation and Research, Vol. 16 No. 2, pp. 168-185. (Inderscience Publishers, SCOPUS Indexed, ABDC-C category)
  • Kamboj, S., Kumar, V. and Rahman, Z. (2017), “Social media usage and firm performance: The mediating role of social capital”, Social Network Analysis and Mining, Vol. 7 No. 1:51, pp. 1-14. (Springer, ESCI & SCOPUS Indexed)
  • Garg, R.J., Kumar, V., Vandana (2017), “Factors affecting usage of e-resources: Scale development and validation”, Aslib Journal of Information Management, Vol. 69 No. 1, pp. 64-75. (Emerald Group Publishing, SCOPUS & SSCI Indexed, Impact Factor: 1.514, ABDC-B category)
  • Kumar, V., Rahman, Z. and Kazmi, A.A. (2016), “Assessing the influence of stakeholders on sustainability marketing strategy of Indian companies”, Sage Open, Vol. 6 No. 3, pp. 1-19. (Sage Publications, SSCI & SCOPUS Indexed)
  • Kumar, V., Rahman, Z. and Kazmi, A.A. (2016), “Stakeholder Identification and Classification: A sustainability marketing perspective”, Management Research Review, Vol. 39 No. 1, pp. 35-61. (Emerald Group Publishing, ESCI & SCOPUS Indexed, ABDC-C category)
  • Kumar, V., Gunasekaran, A., Singh, K., Papadopoulos, T., and Dubey, R. (2015), “Cross sector comparison of sustainability reports of Indian companies: A stakeholder perspective”, Sustainable Production and Consumption, Vol. 4 No. 1, pp. 62-71. (Elsevier, ESCI & SCOPUS Indexed)
  • Kumar, V., Rahman, Z. and Kazmi, A.A. (2013), “Sustainability marketing strategy: An analysis of recent literature”, Global Business Review, Vol. 14 No. 4, pp. 601-625. (Sage Publications, ESCI & SCOPUS Indexed, ABDC-C category)

CASE STUDY PUBLICATIONS

  • Dubey, R., Kumar, V. and Batra, D.K. (2020) “Celebrity endorsed Viral Marketing at Pepsi Max: Cola in Disguise”, The Case Centre (ECCH), (Accepted). (Harvard Case Product No.: Awaited).
  • Kumar, V., Wason, M. and Vandana, “Patanjali Ayurved Limited's skin ailment ad: What have we learned?”, FIIB Business Review, DOI: 10.1177/2319714520925179. (Sage Publications, ICI Indexed)
  • Nandy, S., Batra, D.K. and Kumar, V. (2019), “Hasbro’s Easy-Bake Oven: Pink vs. Blue”, Thunderbird Case Series. (Harvard Case Product No.: TB0555-PDF-ENG).
  • Vandana, Kumar V., and Lenka, U. (2017) “Aquaguard-on-the-Go: Purified water anywhere anytime”, South Asian Journal of Business and Management Cases, Vol. 6 No. 1, pp. 109-112. (Sage Publications, SCOPUS indexed)
  • Kumar V., and Vandana (2016), “Future group’s new move: Big Bazaar Direct”, Emerald Emerging Markets Case Studies Journal, Vol. 6 No. 2, pp.1-18. (Emerald Group Publishing, SCOPUS indexed).
  • Kumar, V. and Rahman, Z. (2015), “Zero-B: Introducing green innovation in water purifiers”, South Asian Journal of Business and Management Cases, Vol. 4 No. 2, pp. 169-181. (Sage Publications, SCOPUS indexed)
  • Kumar, V. and Gautam, V. (2015), “Maruti Suzuki India Limited: The Celerio”, Emerald Emerging Markets Case Studies Journal, Vol. 5 No. 1, pp. 1-19. (Emerald Group Publishing, SCOPUS indexed)

CONFERENCE PROCEEDINGS

International
  • Kumar, V., Bansal, A., Wason, M. and Saurabh, K. (2018), “Patanjali Ayurved Limited: Entreing online grocery business”, in the proceedings Evolving Business Models in Ecosystem of Disruptive Technologies and Social Media of International Conference on Management Cases (ICMC), BIMTECH Noida, 29-30 November, Bloomsbury, pp. 17-22.
  • Maheshwari, H., Saha, V., Goyal, P. and Kumar, V. (2018), “Understanding the impact of social media on the process of value co-creation”, in proceedings of International Conference on Facets of Business Excellence (FOBE) in marketing and strategy, IMT Ghaziabad, 22-23 November, Bloomsbury, pp. 75-83.
  • Vandana, Garg, R.J., Kumar, V. (2018), “Assessing online experience through interpretive structural modelling approach”, in proceedings of International Conference on Facets of Business Excellence (FOBE) in marketing and strategy, IMT Ghaziabad, 22-23 November, Bloomsbury, pp. 411-421.
  • Shishodia, M., Saha, V., Goyal, P. and Kumar, V. (2018), “Assessing online reviews: A text analysis approach”, in proceedings of International Conference on Facets of Business Excellence (FOBE) in IT, IMT Ghaziabad, 22-23 November, Bloomsbury, pp. 349-356.
  • Kumar, V., Goyal, P., Vandana, Garg, R.J. (2017), “Stakeholder Classification: A Sustainability Marketing Perspective”, 2nd International Conference on Evidence Based Management, 17-18 March, BITS Pilani, pp. 111-115.
  • Goyal, P., Rahman, Z., and Kumar, V. (2014), “CSR Influence on customer relational outcome: A study of Indian telecom industry”, in proceedings of International Conference on Research and Sustainable Business, IIT Roorkee, 8-9 March, pp. 736-741.
  • Kumar, V., Rahman, Z. and Kazmi, A.A. (2012), “Comparison of sustainability reports of Indian companies through content analysis: a stakeholder perspective”, in proceedings of International Conference on Management in New World Order, 13-14 August, IIM Ranchi, Tata McGraw Hill, pp. 308-323.

CONFERENCE PROCEEDINGS

National
  • Kumar, V., Jain, A., Rahman, Z. and Jain, A. (2013), “Spiritual entrepreneurship: a case study of Patanjali Yogpeeth”, in proceedings of 4th National Conference on Emerging Challenges for Businesses in Borderless World, VIM Pune, 22-24 February, pp. 176-179
  • Jain, A., Kumar, V., Rahman, Z. and Kazmi, A.A. (2013), “Impending challenge of e-waste in India”, in proceedings of 4th National Conference on Emerging Challenges for Businesses in Borderless World, VIM Pune, 22-24 February, pp. 23-26
  • Garg, R., Rahman, Z., Qureshi, M.N. and Kumar, V., (2012) “Analyzing Customer Experience Using Service Transaction Analysis in Banks”, in proceedings of National Conference on Emerging Challenges for Sustainable Business, DoMS IIT Roorkee, 1-2 June, pp. 1142-1161
  • Garg, R., Rahman, Z., Qureshi, M.N. and Kumar, V., (2012) “A Journey of ‘Experience’ from Consumption to Marketing” in proceedings of National Conference on Emerging Challenges for Sustainable Business, DoMS IIT Roorkee, 1-2 June, , pp. 1097-1123

INTERNATIONAL CONFERENCES

  • Kumar, V. (2016), “Stakeholder prioritization using AHP: A sustainability marketing perspective”, presented in 28th European Conference on Operation Research, 3-6 July, Poznan University, Poland.
  • Kumar, V. (2015), “Stakeholder identification, classification and prioritization: A sustainability marketing perspective”, presented in International Conference on Redefining Value in Emerging Markets, 20-22 January, IMT Dubai.
  • Kumar, V., Rahman, Z., Talib, F. and Goyal, P. (2014), “Sufficiency economy through sustainable development of common man: Cases from India”, presented in International Conference on Sustainability and Management Strategy, 21-22 March, IMT Nagpur.
  • Kumar, V., Jain, A., Rahman, Z. and Jain, A. (2013), “Marketing through spirituality: A case study of Patanjali Yogpeeth”, presented in International Conference on Trade, Markets and Sustainability, 22-23 February, SIIB Pune.
  • Kumar, V., Rahman, Z., Kazmi, A.A. and Goyal, P. (2011), “Evolution of sustainability as marketing strategy”, presented in International Conference on Business and Technology, 4-5 November, FRI Dehradun.
  • Kumar, V., Rahman, Z., Kazmi, A.A. and Goyal, P. (2010), “Sustainability initiatives in manufacturing: a case study of Maruti’s A-Star”, presented in International Conference on Business Ethics and Human Values, 22-23 December, PU Chandigarh.
  • Goyal, P., Rahman, Z., Kazmi, A.A. and Kumar, V. (2010), “Sustainable development: insights from Hindu philosophy”, presented in International Conference on Business Ethics and Human Values, 22-23 December, PU Chandigarh.

NATIONAL CONFERENCES

  • Kumar, V., Rahman, Z., Kazmi, A.A. and Goyal, P. (2012), “Sufficiency economy through sustainable development of common man”, presented in National Conference on Emerging Challenges for Sustainable Business, 1-2 June, DoMS, IIT Roorkee.
  • Goyal, P., Rahman, Z., Kazmi, A.A. and Kumar, V. (2012), “A study of corporate sustainability practices among Indian companies”, presented in National Conference on Emerging Challenges for Sustainable Business, 1-2 June, DoMS IIT Roorkee.
  • Kumar, V., Rahman, Z. and Kazmi, A.A. (2011), “Assessing influence of stakeholders on sustainability marketing strategy”, National Level Program on Knowledge Sharing Practices: A Management Perspective, 21-23 February, DoMS IIT Roorkee.
  • Kumar, A. and Kumar, V. (2009), “Stem cell banking: The biological future health insurance”, presented in National Conference on Emerging Paradigms in Management Practices, 5 December, GNIMT, Ludhiana (Punjab).
  • Kumar, V. (2009), “DTH services: Really posing threat to film exhibitors”, presented in National Conference on Advance Trends in Engineering and Technology, 6-7 November, GGSCMT, Kharar, Mohali (Punjab).

CONTACT

Department of Management and Huminities,
Indian Institute of Information Technology,
Lucknow, India.
vkumar@iiitl.ac.in

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