Vinod Kumar

Vinod Kumar
Symbiosis Institute of Business Management (SIBM), Symbiosis International (Deemed University) (SIU), Lavale

PhD
My current research interests include Digital Marketing, E-Services, Social Media Marketing and Sustainable Marketing.

About

51
Publications
100,039
Reads
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553
Citations
Citations since 2017
30 Research Items
488 Citations
2017201820192020202120222023020406080100120
2017201820192020202120222023020406080100120
2017201820192020202120222023020406080100120
2017201820192020202120222023020406080100120
Introduction
Dr. Vinod Kumar holds a Ph.D. in Marketing from Indian Institute of Technology (IIT), Roorkee. Presently, he is working as an Associate Professor in Symbiosis Institute of Business Management (SIBM), Symbiosis International University, Pune, India. He has presented and published his research work in various reputed national and international platforms. He is recipient of Highly Commendable and Outstanding Research Paper Award by Emerald Literati Network Awards for Excellence.
Additional affiliations
July 2020 - October 2022
Indian Institute of Infomation Technology Lucknow
Position
  • Professor (Assistant)
September 2016 - June 2020
International Management Institute
Position
  • Professor (Assistant)
September 2013 - September 2016
Institute of Management Technology Nagpur
Position
  • Professor
Education
December 2009 - August 2013
Indian Institute of Technology Roorkee
Field of study
  • Sustainability Marketing

Publications

Publications (51)
Article
Purpose Present research analyzes and evaluates the impact of e-resources usage factors (training modes, awareness, influencers, utilitarian benefits and ease of use) towards satisfaction and intention to use these e-resources. Design/methodology/approach The data for present study were collected from postgraduate students of Delhi (India) and 248...
Chapter
The aim of the present study is to perform bibliometric analysis on available literature on the subject of cultural diversity in the tourism sector. The Scopus database is used to retrieve the research article data and 133 articles were fetched over a period of 33 years (1988–2021). The further analysis is performed using and Biblioshiny tool packa...
Research
Thunderbird Case Series (Harvard Case Product No.: TB0658-PDF-ENG)
Article
Full-text available
The present study investigates the impact of perceived value metrics in driving satisfaction and behavioral intention to use e-resource among its users. Utilitarian, hedonic, uniqueness, epistemic, and economic are key values selected for the purpose of investigation in the study. This empirical study is carried out through a survey and responses h...
Article
Full-text available
Abstract The present study aims to identify and prioritize the components of customer experience in online environment. The study employs Pareto analysis and Interpretive Structural Modeling (ISM) to accomplish above mentioned objective. Firstly, 36 components have been derived from extensively reviewed literature and out of them, 15 were finalized...
Article
Multi-Criteria Decision Analysis is a decision-making technique that is used by practitioners and frequently discussed and applied by researchers. This present study attempts to review the literature of applications of MCDA techniques in the area of sustainability using citation analysis. For the data collection, the Scopus database was used. With...
Article
Full-text available
The main purpose of the present research is to present a conceptual model on destination brand experience (DBE). Wherein, the antecedents and consequences of DBE are identified with the help of past literature. Five antecedents (i.e., marketing strategies, service quality, tourist psychological factors, tourist personal interest, and resident behav...
Research
The Case Centre (ECCH) (Case Product No. 520-0044-1)
Article
On 7 January 2018, Patanjali Ayurved Limited (PAL) published a print advertisement (ad) mentioning dark complexion as a skin ailment. This ad caught the eye of the young generation of India who is intolerant towards any kind of discrimination. People started giving their opinion about this ad and the issue was picked on social media channels such a...
Article
Full-text available
Purpose This study aims to examine whether export competitiveness (EC) in the two groups of the Indian textile industry i.e. “textiles” and “textile products” group differ. Design/methodology/approach The study examines how exchange rate (ER), real effective exchange rate (REER) and EC of both the groups are related in the long run over the period...
Research
Thunderbird Case Series (Harvard Case Product No.: TB0555-PDF-ENG)
Article
Full-text available
The present study identifies and prioritizes the barriers pertaining to implementation of corporate social responsibility (CSR) policies in Indian service industries. The 10 most important barriers related to CSR implementation have been first identified and then evaluated for the ranking process using Fuzzy Analytical Hierarchy Process (AHP) based...
Chapter
The chapter narrates sustainable moves of Patanjali Ayurved Limited through spirituality.
Article
Purpose – In this paper, the study of corporate social responsibility (CSR) enablers has been undertaken, with special reference to Indian firms. Further, the CSR enablers have been identified and their ranking obtained, while interactions and inter-relationships among the different enablers has also been studied. Design/Methodology/Approach - The...
Article
Full-text available
The present study identifies and prioritizes the barriers pertaining to implementation of corporate social responsibility (CSR) policies in Indian service industries. The 10 most important barriers related to CSR implementation have been first identified and then evaluated for the ranking process using Fuzzy Analytical Hierarchy Process (AHP) based...
Article
The purpose of this paper is to engage student community to celebrate Green Diwali. The present study makes use of various engaging activities to generate awareness about the celebrating Diwali in unsustainable manner. The effectiveness of the activities was also measured through a questionnaire based survey. The paper provides an excellent example...
Article
Purpose This paper aims to investigate the usage pattern of electronic resources (e-resources) among management graduates. The respondents were asked about the types of e-resources they used, who their influencers were, their preferred place for surfing, the frequency of use, purpose for which they used e-resources, its benefits and the problems t...
Article
Full-text available
Purpose: This paper attempts to understand the scholarly contributions to the field of marketing by analyzing top ten journals of marketing. Design/methodology/approach: The marketing journals were selected using SciMago marketing journal list and SCOPUS database was used to identify the publications of the journals. A total of 9,190 articles wer...
Article
Present research investigated the impact of anthropomorphized product and animal on pester power among children. To achieve this objective, a scale on anthropomorphism is developed and two independent studies have been carried out to test the reliability and validity of developed scale taking children and parents as respondent. Findings of the stud...
Article
Purpose The purpose of this paper is to examine how consumer-brand relationships affect brand loyalty and word of mouth when mediated by brand trust considering online brand communities on social media platforms. Design/methodology/approach A conceptual model is developed, depicting the impact of customer-brand relationships on brand loyalty and w...
Article
Purpose – The purpose of this paper is to examine how consumer-brand relationships affect brand loyalty Q2 and word of mouth when mediated by brand trust considering online brand communities on social media platforms. Design/methodology/approach – A conceptual model is developed, depicting the impact of customer brand relationships on brand loyalty...
Article
The present research investigated the impact of anthropomorphised product and animal on pester power among children. To achieve this objective, a scale on anthropomorphism is developed and two independent studies have been carried out to test the reliability and validity of the developed scale taking children and parents as respondents. Findings of...
Article
Full-text available
The emergence of various new technologies, especially social media, has led to their worldwide acceptance, as these technologies offer dual-benefit to the employees in terms of work as well as socialization and entertainment. However, the knowledge about the influence of these social media technologies on the performance of a company is limited. Th...
Article
Shapoorji Pallonji Group’s Eureka Forbes has reached 15 million customers in 550 cities of India and 35 countries globally (Sharma, 2014). Harvard Business Review has cited Eureka Forbes among six most successful sales and marketing companies in the world (Legal Era, 2012). This home appliances company has expanded its footprint by introducing a mo...
Conference Paper
Full-text available
The present research reviews the available literature on stakeholder classification related to sustainability marketing so as to provide a generalized approach to stakeholder identification and classification. Author(s) analyzes various approaches to classify stakeholders in sustainability marketing literature. The study introduces a generic approa...
Conference Paper
Full-text available
The present research reviews the available literature on stakeholder classification related to sustainability marketing so as to provide a generalized approach to stakeholder identification and classification. Author(s) analyzes various approaches to classify stakeholders in sustainability marketing literature. The study introduces a generic approa...
Article
Purpose: Present research aims to develop and validate a scale involving the factors affecting usage of e-resources. Design/methodology/approach: The present study identifies five factors affecting the usage of e-resources: training modes, awareness, influencers, utilitarian benefits and, experiential and hedonic benefits. To generate measurement...
Article
Shapoorji Pallonji Group’s Eureka Forbes has reached 15 million customers in 550 cities of India and 35 countries globally (Sharma, 2014). Harvard Business Review has cited Eureka Forbes among six most successful sales and marketing companies in the world (Legal Era, 2012). This home appliances company has expanded its footprint by introducing a mo...
Article
Full-text available
The present research is aimed at analyzing and evaluating the influence of key stakeholders on sustainability marketing strategies (SMSs) of multi-industry Indian companies. The study objective is achieved in several phases, including development of typology of SMS of Indian companies, identification and classification of stakeholders, and evaluati...
Article
The Future Group is the most profitable retailer in India without having any foreign direct investment (FDI). In September 2013, the retailer has launched its online retailing platform, “Big Bazaar Direct” (BBD). BBD is a franchisee based model which aims to partner with people having rich customer networks to reach more shoppers. This novice idea...
Article
Purpose – This paper aims to review the literature on stakeholder identification and classification related to sustainability marketing from 1998 to 2012 and provides a generalized approach to stakeholder identification and classification in the field of sustainability marketing. Design/methodology/approach – Beginning with brief introductions of...
Article
Purpose: This research reviews literature on stakeholder identification and classification related to sustainability marketing from 1998–2012, and provides a generalized approach to stakeholder identification and classification in the field of sustainability marketing. Design/methodology/approach: Beginning with brief introductions of the key conce...
Article
Subject area Marketing, Retail Marketing and E-commerce. Study level/applicability Graduate and Post-graduate. Case overview The Future Group is the most profitable retailer in India without having any foreign direct investment (FDI). In September 2013, the retailer launched its online retailing platform, “Big Bazaar Direct” (BBD). BBD is a franc...
Article
In 2012, with the release of 48th annual report for 2011–2012, titled ‘Save Today, Secure Tomorrow’, Ion Exchange (India) Limited introduced two new water purifiers for its domestic customers based on green innovation. Despite being the oldest company in water business, it is not making profits in domestic segment. Therefore, the company is searchi...
Article
This paper focuses on sustainability reporting. The aim of this research is to compare the information content of sustainability reports of 36 Indian companies from 10 different industries/sectors. The economic, social, and environmental dimension of sustainability and stakeholders included in the reports are chosen as differentiators regarding sus...
Article
Subject area Marketing, new product launch and innovations. Study level/applicability Postgraduate students. Case overview Maruti Suzuki India Ltd. (MSIL), established in February 1981, formerly known as MarutiUdyog Limited, is a subsidiary of Japanese automobile Manufacturer Suzuki. It has a market share of 37 per cent in passenger car segment i...
Article
In 2012, with the release of 48th annual report for 2011–2012, titled ‘Save Today, Secure Tomorrow’, Ion Exchange (India) Limited introduced two new water purifiers for its domestic customers based on green innovation. Despite being the oldest company in water business, it is not making profits in domestic segment. Therefore, the company is searchi...
Article
Full-text available
Marketing through spirituality has become a significant topic of discussion as it affects the consumption behavior of people. Therefore, spiritual organizations are launching and selling their own products for the customers to capture the market. Here, in this study, yoga and pranayam are considered as the dimensions of spirituality and it is obser...
Conference Paper
Full-text available
CSR has become the important concept in the contemporary business scenario. A fair amount of literature is available in analyzing the effect of CSR on consumer relational outcomes in different contexts. But the earlier researches show the inconclusive results concerning the influence of corporate social responsibility on consumer behavior due to va...
Article
The present study reviews the extant literature available on the emerging area of Sustainability Marketing Strategy (SMS), which hopefully, will prove to be a springboard for the future research. Tracing the origin of the concept of SMS, a detailed discussion on historic developments in the field is taken up with the help of definitions and pictori...
Article
Full-text available
Time has witnessed the different phases of marketing strategy. Out of which, sustainability is the key issue which has emerged in marketing strategy over the time. In earlier phase of 1970s, ecological issues have emerged as a new paradigm in marketing strategy. Then in next decade, social issues picked up the lime light and emerged along with ecol...
Article
Full-text available
The changes in the global climatic conditions have led and will lead to adaptive consumption behaviour and life styles in the form of aggressive conservation, recycling, energy saving, and green product. The impact of consumers' environmental knowledge, attitudes, behaviour, and its resultant popular political actions have opened doors to pro-envir...
Article
Full-text available
The present era of globalization, modernization and development is the resultant of extreme exploitation of natural and human resources in developed as well as developing countries. But the scarcity of these resources lead the business or corporate world to explore the methods of handling and exploiting them to fulfill the current and future needs...

Questions

Question (1)
Question
Sustainability has three dimensions, i.e., economic, environmnetal and social. What is the social dimension all about? Is it CSR or something else? Any ideas, or recommended literature?

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Projects

Projects (3)
Project
To publish teaching cases in Harvard repository, Emerald, Sage and other reputed platforms.
Project
Identifying and Analyzing the factors affecting usage of e-resources and e-services.