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Dr. Rajan Saxena

Dr. Rajan Saxena

Vice Chancellor, SVKM’s NMIMS University, Mumbai, India (Deemed to be University) (2009 to date)
Phone - (022) 4235-5555
Email - Rajan.Saxena@nmims.edu



Professional experience (Total No. of years: 46 years)

Positions held

·Currently Vice Chancellor, SVKM’s Narsee Monjee Institute of Management Studies Mumbai, India NMIMS Deemed to be University (Tier-1 Deemed University, GOI) 2009-todate

·Sr. Advisor to Chancellor & Distinguished Professor, SVKM’s NMIMS University, Mumbai, India July 2007-Jan 2009

·Director,Bhartiya Vidya Bhavan’s S.P.Jain Institute of Management& Research, Mumbai, 2005—2007

·Director ICFAI Business School Gurgaon 2003—2005

·Director,Indian Institute of Management Indore (IIM-INDORE) 1999---2003

·Dean and Thums Up Chair Professor of Marketing, Narsee Monjee Institute of Management Studies Mumbai (NMIMS) 1984--1999

·Professor of Marketing, Bhavan’s S.P. Jain Institute of Management & ResearchMumbai ( SPJIMR –MUMBAI) 1982--1984

·Associate Professor of Marketing, Xavier Labour Relations InstituteJamshedpur (XLRI)1980---1982

·Lecturer, University of Delhi, Delhi 1972--1980


·Visiting Faculty, Pace University’s Lubin Business School, New York, USA

·Visiting Faculty, Faculty of Management University of Calgary,Canada

Areas of Research & Consulting Interest

·Strategic Marketing

·Services Marketing

·Customer Relationship Management

·Emerging Markets and Innovation

·Institution Building

·Leadership for Institution Development

Research Experience

Research Work Completed

1.Research on Quality of Customer Service in Indian Industry (1995-98)

2.Product Strategies for LDCs in the Global Market (1993-94)

3.Completed a Study Titled, "Brand Policy Determination in Indian Firms”. Study Funded by XLRI Research Center (1980–82)

4."Graduate Career Aspirations and Attitudes” in Collaboration with Scottish Enterprise Foundation, Sterling University, Sterling, U.K. (1990-92)

5.Developed Cases in International Marketing, Strategic Marketing, Marketing Management

6.Ph.D. Thesis: "Multi National Firms and Indian Exports” 1979

Ph. D. Work Supervised and Degree Awarded

·Ms. Hufrish Homavazir’s doctoral thesis Influence of Service Quality on Customer Experience and behavioral intentions of the Customer 2014.

·Mr. K. Ravi’s doctoral thesis titled `Communicative Identity and Brand Placement’ in the year 2011.

·Mr. Anand Aggarwal doctoral thesis titled "E service quality Measurement” Ph.D work at ICFAI University, India. (2004--2006)

  • A.M. Shangvi’s doctoral thesis at BITS, Pilani. Thesis is titled: Strategic Management Process In Indian Organizations – An Empirical Study. Degree awarded in 2003

  • "Creating Sustainable Competitive Advantage in Service Industries” by Ajit Mathur University of Mumbai. Awarded Ph.D. in December, 1999.

  • "Conciliation of Customer Values and Service Quality in Telecom Sector” by Mr. Vinod Kumar, at B.I.T.S. Pilani. Awarded Ph.D. in June, 1998.


·Kiran Desai’s doctoral thesis titled `Consumer Identity and Fashion Adaption’

·Aditi Gosai’s doctoral thesis "Impact of Service Failure Attributions on Post Purchase Behaviour’

·Ramakrishnan Ramamurthi’s doctoral thesis titled "Internationalization of Indian Manufacturing Companies – Impact of Organizational Factors”

Cases Developed

1.Natural Ice Cream - 2009

2.Jago Re ! - 2009

3.The Market Makers –ICICI Bank case(2010). Co-authors Dr. Mala Srivastava and Ms.Hufrish Homavazir.

4.Nano – ‘A dream car for the poor’ – Feb 2008

5.Hindustan Lever Limited – October 2001 – Registered with IIM Indore

6.Jet Airways – October 2001 – Registered with IIM Indore

7.Western India Limited – 1996 updated in October 2001 – Registered with IIMIndore

8.Services Standardization – 1998 updated in October 2001 – Registered withIIM Indore

9.ION Exchange ‘A’ – 1996

10.ION Exchange ‘B’ – 1996

11.ION Exchange ‘C’ – 1996

12.Customer – A complainant or an asset? – 1996

13.Hi-Tech Systems Distributors Limited – 1995

14.Market Opportunity for Automotives Gears in India – 1992

15.M/s. Computers India Limited – 1992

16.Automotives Gears in India Limited – 1992

17.Will the Breeze Come Back? - 1990

18.Getting the most from a dealer – 1989

19.Getting to know your Customer – The Case of Steel Manufacturing Co. Ltd. – 1988

20.Indian Electricals Limited – 1988

21.The Case of Narendrajit Suri – 1988

22.Hi-End Audio Products – 1986

23.Hindustan Industries Ltd (A) (Problem in Export of Third Party Products) – 1981

24.Alpha Ltd., (A) – Entering the Saudi Arabian Markets – 1981

Refereed Articles

1.Brand Placement: New Perspectives and a comprehensive definition, Dr. Rajan Saxena & Dr. Ravi Kandhadai, The Marketing Review, 2014, Vol 14, No.3, pp. 231-244

2."Global Competitiveness of Indian Enterprises”, Chartered Secretary,November,2001

3."New Age Marketing”, Indian Management, July 2000

4."Marketing Strategy for the Millennium” Business & Strategy, December 2001 & June 2000

5."The Local Dynamics of a Global Strategy”, case study in Business Today, October 27, 1998

6."Driving with the Customer”, Udyog Pragati, (special issue of marketing), September-October, 1998

7."Relationship Marketing” NMIMS Management Review Vol. VIII, No.1, Jan-Jun 1996

8."Customer Service for the Global Market Economy” NMIMS Management Review Vol. V No.1, January - June, 1993

9."Marketing Development and Strategic Consideration in Developing Countries” NMIMS Management Review Vol. IV, No.1, January-June 1992

10."Can India Win the World?” BMA Review, January-February, 1992

11."Customer Service: Key to Competitive Advantage”, Economic Times, May 9, 1991

12."Competitiveness in Indian Industry”—Role of Management Education—NMIMS Management Review, Vol. III, No.1, January-June, 1991

13."Tobacco Industry: Towards a Smoky Future”Technocrat, July 19 -August 4, 1989

14."The Importance of Corporate Image”, Business World, July 19 - August 4, 1989

15."All’s in a name” Economic Times, March 23, 1989

16."The Emerging Face of Marketing in India”,NMIMS Management Review, Vol. I, No.2 July-December 1987

17."Marketing of Life Insurance Services”, NMIMS Management Review and Economic Scene, July 1987

18.Hindustan Industries Ltd., " A” Foreign Trade Review, January-March

19."Growth of Small Firms: A Study of Direct Marketing Strategy, Indian Management, June 1984. Pp. 23-28

20.Alpha Ltd. "A” - Case in International Marketing, Management and Labour Studies, December 1982

21."Missing the Target in Exports: A Case of India”, Management and Labour Studies, June 1982

22."Adaptive Strategies of Multinationals: An Indian Experience” Decision, April-June

23."Meeting the Challenge of 80’s—An International Marketing Perspective” Foreign Trade Review, January-March 1982

24."Marketing in 80’s” Indian Journal of Marketing, Vol. XII, No.8, April 1982

25."Fera Percept and Practice”, Indian Management, Vol. 20, No. 2, February 1981

26.‘Transnational Firms and Indian Exports—A Case of Engineering Industry in India” Foreign Trade Review, Vol. XV, No.3, October-December, 1980

27."Role of Foreign Private Investment in India”, Indian Management, Vol. 18, No.11, November 1979

28."Taming the Multinationals in India”, Journal of World Trade Law, Vol. 13, No.2, March-April, 1979

29."Export from India and Multinational Firms”, Indian Journal of Marketing, Vol. VIII, No.6, February, 1978

30.34. "Regulatory Environment in India and Exports by Multinationals”, Review of Commerce Studies, Vol. V & VI, March 1977.

Non Refereed Articles

1.Reimagining Management Education – 2016 – Business World

2.Largest and raring to be the best: The tale of growth and excellence in Indian Management school - 2016 - FICCI Global Focus

3.Structuring Technology Applications for Enhanced Customer Experience Evidence from Indian Air Travellers co-authors Hufrish Majra, Sumi Jha and Srinath Jagannathan

Global Business Review – April 2016

4.Attitude towards Mobile Payment in India, co-authored with Dr. Mona Sinha and Dr. Hufrish Majra presented by Dr. Hufrish Majra at International Conference on marketing, technology and society, IIM- Kozhikode, Sept 29-Oct 1, 2016.

5.Indian Higher Education – Opportunities and Transformation – QS Asia Sept 2016

6.Globalization of Indian B-Schools – MBA Universe Aug, 2014

7.Indian Management Education: A Way Forward – May, 2014- AIMA Council of


8. The Imperative of Internationalization of Management Education 2013 Times ofIndia

9."Strengthen Institutional Autonomy”, Financial Express, Feb 2013.

10."Quality in Management Education in India”, Multiple Stakeholder Perspectives of Higher Education, Editor R.Natarajan and N.R.Shetty, 2012, Macmillan India pg.70-80.

11."Leadership and Governance in Higher Education”, Hindustan Times Mint, December, 2012.

12."Stakeholders Management: The Leadership Challenge”, Padmashree Dr.D.Y.Patil University Department of Business Management Newsletter Issue -4 Dec 2011.

13."Educating India: The Imperative of private sector participation”, FICCI Business Digest Vol.No.8 Issue No.9 December 2011

14."The Changing Dynamics of Indian Market”,USPAge 3rd Anniversary issue,Vol iv, Issue No.1,Nov.2006

15."Can Marketing be Depended upon”,USP Age,May,2007

16."Making Education Productive”, Hindustan Times, 25th February, 2002

17."Delighting Customers Discontinuously” Business Today, January 7, 2000

18. "Succession Standoff” Business Today, December 22-January, 1996

19. "Rebuilding Brands” Business Today, December 7-21, 1995

20. "Service Standards” Business Today, September 7-21, 1995

21."Competitive Analysis”, Adworld, November 30, 1991

22."Competitive Consumer Focus”, Adworld- November 15, 1991

23."Strategic Myopia”, The Perspectives- November 2, 1991

24."Management Education Looks at New Frontiers”, Independent, August 22, 1991

25."The Textile Combat”, Adworld, Vol. 3, No.16 November 11, 1989

26."Marketing Warfare: Consumer Goods”, Adworld, Vol. 3, No.17, November 16-30, 1988

27."Duplicators Abound with Similar Brand names”, Adworld, Vol. 4, No. 13, September 16, 1988

28."The Importance of Promotion”, Adworld, Vol.4, No.10, August 1-15, 1988

29."Celebraty Advertising” Adworld, Vol. 4, No.3, April 16-30, 1988

30."How to be a Best Seller”, Adworld, Vol. 3, No.23, February 16-30, 1988

31."Market Research: How Reliable?”, Adworld, Vol. 3, No.20, January 1-15, 1988

32."The Brand Wars”, Adworld, Vol. 3, No.15, October 16-31, 1987

33."Marketing in These Difficult Times”, Indian Post, October 15, 1987

34."Traders: A Pampered Lot?” Adworld, Vol. 3, No.14, October 1-15, 1987

35."Bank also need Marketing”, Indian Post, September 24, 1987

36."From Commodity Marketing to Brand Marketing”, Indian Post, August 1987

37."Broadening the Horizons”, Indian Post, July 23, 1987

38."Effective Selling for Business Growth”, Indian Post, July 9, 1987

39."Fighting the Competitive War”, Indian Post, July 18, 1987

40."Niche Strategy - A Road to Market Leadership”, Indian Post, May 1987

41."The Emerging Face of Marketing”, Indian Post, May 14 1987

42."Positioning - A Key to Market Success”, Indian Post, March 19, 1987

43."New Exim Policy : Cosmetic Touch”, The Economic Times, June and Business Standard,

May 25, 1983

44."New Exim Policy : Boost for Exports”, Business Standard, May 18, 1982

Articles in Books & Works of Excellence

1. Relationship Marketing - Innovations in Asian Management, Ed. Dharni P. Sinha, Delta Publishing House, 1996, pp 187-199

2. Generic Product Strategies for the World Market in International Marketing Reader Eds. Stanley Paliwoda and John K. Ryans, Jr; Publishers: Routledge, London, U.K. 1996

3. "Globalisation of Indian Industry” in Innovations in Management for Development, Edited by B.L. Maheshwari and Published by Tata McGraw-Hill Publishing Co. Ltd., 1992

4. "Marketing of Life Insurance Services” in Management and Education edited by M.C.

Shukla and Published by S. Chand and Company (Pvt.) Ltd., 1988, pp. 115-130


1.Marketing Management: McGraw-Hill Publishing Co., (an affiliate of McGraw-Hill in India) New Delhi – Fifth Edition published in 2016

2.Marketing Management: Tata McGraw-Hill Publishing Co.,2009 (an affiliate of McGraw-Hill in India) New Delhi –Fifth Edition. A comprehensive text on Indian Market, being extensively used in the Marketing courses by faculty and students.

Website: http://www.tatamcgrawhill.com/digital_solutions/saxena

3.International Marketing - Concepts, Techniques and Cases in joint authorship with Dr. M.C. Kapoor of Delhi University published by Tata McGraw-Hill Publishing Co., New Delhi, 1984              

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