Dr. Smitha Viswanathan Girija

Dr. Smitha Viswanathan Girija
- Designation: Director and Professor of Marketing
- Email: Smitha.girija@schoolofbusinessdesign.com
- Linkedin: https://www.linkedin.com/in/smitha-girija-2a04b0a5/

Smitha Girija is a Professor of Marketing and the Director at SOIL School of Business Design. Professor Girija’s primary expertise is Marketing and Innovation, and her research areas include Customer engagement, Frugal Innovation and Retail Management. She is currently working on a project under the guidance of Prof Jagdish Sheth,, Emory University on Frugal Innovations in India. Dr Girija is also a visiting faculty to ISM, University of Applied Sciences, Dortmund, Germany and delivered courses of Innovation Management. She has also hosted an online module on ‘Marketing and Innovation’ on SWAYAM for two consecutive cycles. She is also a Certified Peer Review Team member for (SAQS) South Asian Quality Standards, Certified by AMDISA (Association of Management Development Schools in South Asia), Hyderabad. Her interest also lies in training programmes at PHDCCI and have conducted workshops for junior and middle level managers of SME’s in Customer Relationship Management and Integrated Marketing Communication.

Academic Degrees

Ph. D. in Marketing, Acharya Nagarjuna University, Andhra Pradesh in 2012
Master of Business Administration, University of Kerala 1998-2000.
BSc – Mathematics, Calicut University, Kerala, 1992-95.

Academic Appointments

Director and Professor of Marketing, IILM Institute for Higher Education, Lodhi Road April 2014 – Sept 2019
Delivered a module on ‘Innovation Management’ to the students of Masters Program at International School of Management, Dortmund, Germany in Nov 2019.
Associate Dean- Academics, IILM Institute for Higher Education, Lodhi Road April 2013-14
Deputy Area Chair – Marketing, IILM Institute for Higher Education, Lodhi Road April 2012-13
Assistant Professor of Marketing, IITM, New Delhi, 2011-12
Assistant Professor of Marketing and Head of the Department, Dadi Institute of Engineering and Technology, Visakhapatnam, 2008-2011
Assistant Professor of Marketing, Raghu Engineering College, Visakhapatnam, 2006-08
Assistant Professor of Marketing, AA Engineering College, Visakhapatnam, 2004-06
Assistant Professor, IILM, 2011-2012
Visiting Faculty 2004-2011

Awards and Honors

Certified Peer Reviewer for (SAQS) South Asian Quality Standards, Certified by AMDISA (Association of Management Development Schools in South Asia), Hyderabad
Hosted online module Marketing and Innovation On SWAYAM, a Ministry of HRD initiative, July 2019 under the guidance of Prof Jagdish Seth, Prof of Business Emory University.
Member of the Core Committee of UN GCNI Gender Equality Summit 2018 and 2019.
Member of Media and PR committee of Global Compact Network India since 2019
Managing Committee member of Banyan Tree School, New Delhi since 2018

Publications

Research Papers

Girija S and Sharma D; A conceptual model of customer engagement through mobile applications in India, Inderscience, International Journal of Indian Culture and Business Management, 2018 Vol.17 No.3, pp.307 – 320.
Girija S and Sharma D; Understanding antecedents and consequence of Customer Engagement through Mobile Applications in India, Journal of Asia Business Studies, Emerald, ( Under Review)
Malik A, Kumra R and Girija S; Gaming Dependency among Indian adolescents: A phenomenological study, Inderscience, International Journal of Indian Culture and Business Management, 2016 Vol.12 No.3, pp.361 – 375
Malik A, Kumra R and Girija S; Risk Factors for Pathological Gaming among Adolescents, Working Paper Series, Bradford University, School of Management, Working Paper No 13/03, December 2013
Girija S, Factors Influencing the buying behaviour of organised Retail customers in Visakhapatnam, Indian Journal of Marketing, Volume 42, Issue 12, December 2012 (Scopus Indexed)
Girija S, Retail Invasion in India: Its Impact on Kirana Stores, ANU Journal of Commerce & Management, Vol. 1(1): 2009
Girija S, Consumer Behaviour in Cellular Network Market: A Study of Tier II Cities in Andhra Pradesh, VSN Journal of Management, Vol. 2, No. 1, Jan- June2008
Girija S, Will Kirana shops survive the tide of Organised Retailing in Emerging Cities of India?’, Edge, 2012

Case Studies

Rajeev Kumra, Anjali Malik and Smitha Girija; Wingreens Farms: Sustainable Growth, Ivey Publishing, 9B17A068
Smitha Girija; Managing Acceptability – Chotukool, Hosted on SWAYAM as a part of online module Marketing and Innovation ,2019
Smitha Girija; Managing Awareness: Patanjali Ayurveda Private Limited, Hosted on SWAYAM as a part of online module Marketing and Innovation ,2019

Books and Book Chapters

Girija S and Srivastava V; A framework for Supply Chain Leadership in Emerging Markets, Supply Chain leadership in Emerging Markets, IGI Global, 2020
Smitha Girija; Impact of Organized Retailing on Unorganized Retailing in India, Lambert Academic Publishing, ISBN – 978-3-659-36475-4, 2013
Smitha Girija and Asha Chauhan; Exploration of potential gender differences in pestering strategies of children in India, Chapter in Emerging Paradigms in Marketing, Kunal Publishers ,2012

Technical Reports

Report on Responsible Business Practices among large companies in India – 2015 as a Member of the Research Team
Brand Perception of a business school: A project carried out over two years taking a holistic stakeholder (alumni, current students, faculty and recruiters) perception mapping in 2012-13. The project was conducted jointly with two faculty members and a team of students

Teaching

Marketing Management
Marketing Research
Marketing and Innovation
Consumer Behavior
Integrated Leadership perspective
Innovation Management

Research Interest

Customer Engagement through Mobile Applications
Consumer Behavior – Adolescent
Marketing and Innovation
Leadership
Frugal Innovations

Conferences, Talks, and Speaking Engagements

Invited as a panelist for the Round Table Conference on’ Factorizing Quality is the task to achieve Accreditation and Ranking’ at India International Center, Feb 14,2020.
Moderated a round table discussion on Why Sustainability Matters? by Prof Jagdish Seth at IIC, 2019
Moderated a session on “Reimagining Sustainable Futures- The SDG Framework”, IILM Sixth PRME International Conference, 2019
Presented Cases studies of 10 women rural entrepreneurs, Recognizing Unsung Women Achievers- during the closing plenary of IILM Sixth PRME International Conference, 2019
Moderated a session on ‘Why the rise of India is inevitable’, Seminar jointly organized by BIMTECH and IILM at IIC, New Delhi, 2019
Moderated the session on “Resolution to Resolve: Sustainability Practices in Industry and Education”, IILM Fifth PRME International Conference, 2018
Moderated a session, Designing a Customer Experience: From touch points to journeys, Marketing Conference, IILM New Delhi, 2017
Presented a paper ‘Responsible Business Practices among large companies in India, IILM Third PRME International Conference in January 2016
Presented a paper ‘Risk Factors for Pathological Video Gaming among Adolescents’ during the Annual Conference of Emerging Markets Conference, IIM Lucknow, January 9-11,2014.
Presented a paper, ‘Inclusive Growth and State Intervention: Empowerment of Consumers Against Flawed Services ‘, International Seminar organized by Jaganath Institute of Management Studies, Rohini, New Delhi on 12 Feb 12
Presented a paper, Adoption in CRM Strategies of Indian Retail Sector: An Analysis, International conference on Strategic Customer Relationship Management organized by New Horizon Leadership Institute, Bangalore ,2010

Trainings Conducted and Organised

‘Role of Spouses as Chief Emotions Officer in Family Businesses’ to members and Spouses of Young Presidents Organization in Dec, 2018.
‘Leadership and Decision Making’ for the Middle level Managers of Military Engineering Services ‘ in Sept 2016
‘Diversity at Workplace’ for Middle Level Managers of Director General Resettlement in Jan 2016.
Workshop for Junior level Managers of Engineers India Limited on ‘Plan Decode and Deliver Enthusiastically’ in May 2015.
Program Director and facilitator for the workshop on ‘New Trends in Marketing’for Middle level Managers of SMEs on at PHDCCI, July 2015
‘Customer Relationship Management’ for Middle level Managers of Engineers India Limited in Feb 2015
‘Customer Relationship Management’ for Junior Managers of SMEs at PHDCCI in 2014 and 2013
‘Integrated Marketing Communication’ for Middle level Managers of SMEs at PHDCCI in 2013

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