Faculty

Dr. Mridula Savitri Mishra

Professor of Practice

Marketing

Phone : (022) -42355808

Email : mridula.mishra@sbm.nmims.edu

Academic and Professional Qualification

  • PhD, Management, Birla Institute of Technology and Science, Pilani (2006)
  • ME (Internet Technology and e-Business), Birla Institute of Technology and Science, Pilani (2002)

HONORS AND AWARDS:

  • Winner of Best Developmental Research, Golden Key Award, MRSI, 2022

Courses Taught:

  • International Marketing
  • Market Research
  • Business Research Methods
  • Customer Relationship Management
  • Pricing Strategy
  • Digital Marketing
  • B2B Marketing

Teaching Experience:

  • Associate Professor, NMIMS, School of Business (2017-2018)
  • Associate Professor, Xavier Institute of Management, Bhubaneshwar (2016-2017)
  • Assistant Professor, Indian Institute of Foreign Trade, New Delhi (2009-2016)
  • Faculty Member, ICFAI Business School, Kolkata (2006-2009)
  • Lecturer, Birla Institute of Technology and Science, Pilani (2000-2006)

Industry Experience:

  • Executive Director, Ipsos Research Private Limited (2019-2025)
  • Team Leader, Pey Jal Survekshan, Ministry of Housing and Urban Affairs (2022-23) (Representing Ipsos).
  • Representing Ipsos as Team Leader, Swachh Survekshan Grameen, Ministry of Jal Shakti (2023) (Representing Ipsos).
  • Core Team Member, Swachh Survkeshan Grameen, Ministry of Jal Shakti, (2019-2020 & 2021-22)
  • Statistics Expert, Functionality Assessment of Household Tap Connection, Ministry of Jal Shakti (2024) (Representing Ipsos).
  • Core Team Member, Swachh Survkeshan Uraban (2020, 2022, 2023, 2024), Ministry of Housing and Urban Affairs (Representing Ipsos)
  • Team Leader, Community Rapid Assessment of COVID-19 Behavior, UNICEF (2021-22), (Representing Ipsos).
  • Team Leader, Study on Hepatitis C, Vaccine Uptake- Clinton Health Access Initiative (2022), (Representing Ipsos).

Ph.D. Topic:

  • Performance Analysis of Retailing Sector in India in the Emerging Competitive Environment

Research Interest:

  • Waste Management, Marketing of Sustainable Practices, CSR and Marketing

Recent Publications:

  • Brand Crisis- Sentiment Analysis of User-Generated Comments About @Maggi on Facebook. Corporate Reputation Review (2019) 22: 48. https://doi.org/10.1057/s41299-018-0057-4. (Mridula S Mishra and Ruppal W. Sharma)

Books Published:

  • “Grocery and Wet Retailing”, Mridula S. Mishra, Icfai Books, ISBN: 978-81-314-2197-0 Pages: 232.

Book Chapters Published:

    • SDG and Marketing of Government Programmes (2025), Book Chapter, 250-66, The Elgar Companion to Marketing of SDGs, (Mridula S Mishra) (Edited by Ranjit Voola et al)

Case Studies Published:

Refereed Journal Articles:

  • Drivers and Outcomes of Customer Engagement in Brand Communities, Journal of Management Research (2019), Vol 19, No 1, January March, pp 56-76. (Priyanka Munjal, Mridula S Mishra, Ravi Shankar)
  • Examination of Customer Satisfaction Factor Using SERVQUAL Model in Knowledge Driven Business Service Industries, International Journal of Civil Engineering and Technology (IJCIET), Volume 9, Issue 11, November 2018, 619–632. (Satish Srivastava, JK Sharma, Mridula S Mishra)
  • Six Stage Model Approach to Marketing in Knowledge Driven Business to Business Service Organization: A Literature International Journal of Civil Engineering and Technology (IJCIET) Volume 9, Issue 2, February 2018, pp. 139–150, (Satish Srivastava, JK Sharma, Mridula S Mishra)
  • Trade liberalization and employment effects in Indian manufacturing: An empirical assessment. 2016-19. PEP-MPIA, 2016. (Raju, Sunitha, Bibek Ray Chaudhuri, and Mridula Savitri Mishra.)
  • "Inland Transportation and Lead Time of Apparel " Innovations and Strategy Logistics and Supply Ch: 451. (Gupta, Anupama, Pinaki Dasgupta, and Mridula S. Mishra)
  • “Would Indian Consumers move from Kirana Stores to Organized Retailers when shopping for Groceries?” Asia Pacific Journal of Marketing and Logistics, Vol.21 No1, 2009, pp 127-143. (Paromita Goswami & Mridula S Mishra)
  • “Importance associated to Retail Service Attributes: A Study on Indian Consumers”, Icfaian Journal of Management Research, Vol. VII, No2, 2008. pp 7-20. (Mridula S. Mishra & Umakant Dash)
  • “Consumers and Retailers perception for Organized and Traditional Retail Stores”, Prajnan, XXXVI, No.2, July-September 2007, pp 147-59. (Umakant Dash & Mridula Mishra).
  • Organized Retail Sector and the Changing Face of Indian Pharmacy, Marketing Mastermind, November’2007, pp 50-51.
  • “Grocery Retailing: Why People Buy from Organized Retailers”, Marketing Mastermind, Vol. 3, Issue 3, March 2007, pp 14-16.

Research in Progress:

  • Knowledge Attitude and Practice of Waste Segregation
  • Waste Characterization and its impact on environment and community

Conference Proceedings:

  • “Effect of Outbound Logistics Activities on Delivery Lead Time of Apparel Export Supply Chain”, Academy of International Business, AIB Conference Proceeding, page 21, 2015, ISSN:2078-0435. [ Anupama Gupta & Mridula Mishra)
  • “I believe more in Print advertisement; I believe less in the TV advertisement: A study on Efficacy of HIV/AIDS Advertisement on Indian Youth”, 4th IIMA Conference on Marketing in Emerging Economies, IIM Ahmedabad, 2011 [Paromita Goswami & Mridula S Mishra]
  • “Would Kirana’s in Urban India Survive the Modern Trade Onslaught?” Insight from Efficiency Perspective, 2009 Asia-Pacific Advances in Consumer Research Conference at Indian School of Business, Hyderabad, Jan 2-4, listed on SSRN's Top Ten download list for DEV: Other Political Economy: Development (Topic), Review of Marketing Science (ROMs). (Paromita Goswami & Mridula S. Mishra)
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