Prashant Mishra

Dean - SBM , NMIMS

Dr. Mishra earned his Doctorate and Master’s degree in Management from Devi Ahilya University, Indore and Bachelor’s degree in Science from Patna University. Before joining NMIMS he was associated with IIM Calcutta as Dean- New Initiatives and External Relations.

In the past 23 years, Dr Prashant Mishra’s professional journey includes his role as an educator, researcher, trainer, consultant and institution builder in both finest Public and Private Educational Institution in India.

At IIM Calcutta, besides his role as a Professor of Marketing (since June 2004) , he served as Dean (New Initiatives and External Relations) during 2018-21, leading IIM Calcutta’s Executive Education Portfolio, International Outreach and collaborations including Student Exchange and CEMS Programme, Alumni Relations and Development Initiatives, Media, Rankings, Archiving, and several Student Affairs activities.

As Dean (NI & ER), he was also ex-officio member ofS all operational committees of IIM Calcutta including Programmes, Admissions, Student Affairs, and Executive Education etc. He has also served on several Board of Governor’s (BoG) sub committees such as Digital Transformation Committee, Development and Alumni Relations Committee, Building and Construction Committee to name a few.

During 2008-2012, he has been at the helm of Post Graduate Programme office as Chairperson, Post Graduate Programmes for two consecutive terms at a time when IIM Calcutta saw one of the largest expansions during its journey since inception. During 2016-2018, he was Convenor of the task-force responsible for starting up IIM Bodhgaya which was being mentored by IIM Calcutta. He has also been actively engaged with IIM Calcutta Innovation Park (IIMCIP) as a member of the board of directors, facilitating the goal of furthering the entrepreneurship ecosystem in Eastern India.

His teaching and research interests include Sales & Marketing Processes, Consumer Psychology, Service Marketing and operations, Digital Marketing and Sustainability and entrepreneurship. He has authored several research papers, case studies, and published in both national and international journals including Journal of Advertising, Journal of Business Ethics, Journal of Business and Industrial Marketing, Journal of Strategic Marketing, AMS Review to name a few.

In Executive education, he has designed and delivered learning and development initiatives for Business Leaders, Mid-level Sales and Marketing leaders, Unit Heads for more than 50 organisations both in Public and Private sectors which included leading Indian FMCG, Telecom, Banking and financial services, Insurance, Pharmaceutical and Energy (including Oil & Gas, Power Generation and Distribution) and IT services and consulting Firms. He has also conducted Programmes for Senior Management Professionals with International learning component and has led several senior business executive delegations across the globe for interactions with the Corporate Headquarters, Policy Research Institutions, Local Nodal Ministries, Local Industry Associations and Chambers of Commerce, Manufacturing Units of Leading Firms, International multilateral institutions such as WTO, UN, ILO, EU, OPEC etc.

His recent consulting engagements have been mostly on building customer-centric processes, organisational change initiatives, marketing audit, creating new brand and brand strategy, sales process mapping and facilitating strategy planning in leading Indian conglomerates.



Research Paper

  • Ridhi Agarwala, Prashant Mishra, Ramendra Singh, (2021), Evaluating the Impact of Religious Icons and Symbols on Consumer’s Brand Evaluation: Context of Hindu Religion, Journal of Advertising, Taylor & Francis Online, ISSN: 0091-3367, 1557-7805, Vol.50, Issue.4, pp. 372-390, July’2021, ABDC ‘A’, Scopus, Web of Science, Impact Factor: 3.518, https://doi.org/10.1080/00913367.2021.1940394
  • Ramendra Pratap Singh, Ramendra Singh, Prashant Mishra, (2021), Does managing customer accounts receivable impact customer relationships, and sales performance? An empirical investigation, Journal of Retailing and Consumer Services, Elsevier, ISSN: 0969-6989, 1873-1384, Vol.60, May 2021, 102460, ABDC ‘A’, Scopus, Web of Science, Impact Factor: 4.219, https://doi.org/10.1016/j.jretconser.2021.102460
  • Diptiman Banerji, Ramendra Singh, Prashant Mishra, (2019), Friendship in marketing: a taxonomy and future research directions, AMS Review, Springer International Publishing, ISSN: 1869-814X, 1869-8182, 10, pp. 223–243, ABDC ‘B’, Scopus, https://link.springer.com/article/10.1007/s13162-019-00153-9
  • Vikas Goyal, Prashant Mishra, (2019), Evaluating Channel partner’s performance: impact of task environments on the relevance of measurement metrics, Journal of Business & Industrial Marketing, Emerald Group Publishing, ISSN: 0885-8624, 2052-1189, Vol. 34, No. 2, pp. 488-504, ABDC ‘A’, Scopus, Web of Science, Impact Factor: 2.497, https://doi.org/10.1108/JBIM-04-2018-0124
  • Ridhi Agarwala, Prashant Mishra, Ramendra Singh, (2019), Religiosity and consumer behavior: a summarizing review, Journal of Management, Spirituality & Religion, Taylor & Francis Ltd., ISSN: 1476-6086, 1942-258X, Vol.16, No.1, pp.32-54 (23), ABDC ‘C’, Scopus, Web of Science,


  • Teidorlang Lyngdon, G. Sridhar, Prashant Mishra, (2018), Bansara Eye Care: Growing Affordable Eye Care for the Rural Population, Asian Case Research Journal, World Scientific Publishing Co. Pte. Ltd., ISSN: 0218-9275, 1793-6772, Vol.22, No.02, pp.357-384, Scopus, Web of Science, https://doi.org/10.1142/S0218927518500153
  • Ashwani Kumar Upadhyay, Komal Khandelwal, Tanuj Nandan, Prashant Mishra, (2018), Sales technology usage: Modeling the role of support service, peer usage, perceived usefulness and attitude, Asia Pacific Journal of Marketing and Logistics, Emerald Group Publishing, ISSN: 1355-5855, 1758-4248, Vol.30, No.1, pp.257-271, ABDC ‘A’, Scopus, Web of Science, Impact Factor: 2.511, https://doi.org/10.1108/APJML-01-2017-0001
  • Diptiman Banerji, Prashant Mishra, (2018), An ethnocentric perspective of foreign multi-brand retail in India, International Journal of Retail & Distribution Management, Emerald Group Publishing, ISSN: 0959-0552, 1758-6690, Vol.46, No.3, pp.230-246, ABDC ‘A’, Scopus, Web of Science, Impact Factor: 2.454, https://doi.org/10.1108/IJRDM-11-2016-0204
  • Madhupa Bakshi, Prashant Mishra, (2017), Drivers of brand equity of television news channels: evidences from emerging market, Marketing Intelligence & Planning, Emerald Group Publishing, ISSN: 0263-4503, 1758-8049, Vol. 35 No. 1, pp. 147-162, ABDC ‘A’, Scopus, Web of Science, Impact Factor: 2.164
  • Soumya Sarkar, Prashant Mishra, (2017), Market orientation and customer-based corporate brand equity, Journal of Strategic Marketing, Taylor & Francis Online, ISSN: 0965-254X, 1466-4488, Vol.25, Issue. 5-6, pp. 367-383, ABDC ‘A’, Scopus, Web of Science, Impact Factor:


Book Chapter

  • Prashant Mishra, Runa Sarkar, (2018), Is customer-centric sustainability an element of marketing strategy? : Evidence from Indian firms, Business Strategies for Sustainability, 1st Edition, Eds. Helen Borland, Adam Lindgreen, François Maon, Joëlle Vanhamme, Véronique Ambrosini, Beatriz Palacios Florencio, eBook ISBN: 9780429458859, Routledge, pp.116-130.
  • Prashant Mishra, Madhupa Bakshi, (2017), Strategic imperatives of communicating CSR through digital media: An emerging market perspective, Communicating Corporate Social Responsibility in the Digital Era, Eds. Adam Lindgreen, Joëlle Vanhamme, François Maon, Rebecca Mardon, eBook ISBN: 9781315577234, Routledge, pp. 35-49
  • Jean-Eric Pelet, Basma Taieb, Monia Massarini, Norchene Ben Dahmane Mouelhi, Prashant Mishra, Zaid Mohammad Obeidat, Joanna Zukowska, (2017), Impact of M-Commerce website design on consumers behavioural intensions: An Empirical Study of Age as a Moderating Influence,  In: Rossi P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham, Print ISBN: 978-3-319-47330-7, Online ISBN: 978-3-319-47331-4, pp 111-124.
  • Prashant Mishra, Tinu Jain, Manoj Motiani, (2017), Have Green, Pay More: An Empirical Investigation of Consumer’s Attitude Towards Green Packing in an Emerging Economy, India Studies in Business and Economics, in: Runa Sarkar & Annapurna Shaw (ed.), Essays on Sustainability and Management, pp. 125-150, Springer. ISBN: 978-981-10-3122-9, 978-981-10-3123-6



Case Study

  • Mishra Prashant, Madhupa Bakshi, Kumar Shreshtha, Karthikeyan B, (2021), Repositioning for Success: The Lloyd’s Acquisition by Havells India, IIMC CASE RESEARCH CENTRE (IIMCCRC), IIMC-CRC-2021-01
  • Prashant Mishra, Chandradeep Mitra, (2019), The Birth of BARC: The Challenges of Establishing a New Television Audience Measurement System in India, IIMC CASE RESEARCH CENTRE (IIMCCRC), IIMC-CRC-2018-19
  • Nimruji Jammulamadaka, Prashant Mishra, Biswatosh Saha, (2017), Mio Amore: surviving brand change in transition economy, Emerald Emerging Markets Case Studies, Vol. 7 No. 1., ISSN: 2045-0621, (Winner of Second Best Case Award in Emerging Market Case Competition)


Conference / Seminars

  • 2021 AMA Virtual Winter Academic Conference on The Human Side of Marketing in the Age of Digital Transformation, February 17-19, 2021
  • 2019 ANZMAC Conference on Winds of Change, December 02-04, 2019, Wellington, NZ.
  • Attended 79th Academy of Management Annual Meeting on Understanding the Inclusive Organization, August 09-13, 2019, Boston, USA
  • Attended 78th Academy of Management Annual Meeting on Improving Lives, August 10-14, 2018, Chicago, USA
  • Presented a paper titled Impact of Friendships among Customers on Their Perceived Value from Consumption at INFORMS Marketing Science Conference (ISMS), June 13-16, 2018, Philadelphia, PA, USA
  • Presented a paper titles Determinants of media consumption evidences from an emerging market at Academy of Marketing Science’s World Marketing Congress (WMC), June 27 – July 01, 2017 Christchurch, New Zealand
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