Name: PROF. (DR.) Nitin Gupta

Designation: Professor

Qualification: B.A. (Economics Honors), MBA,Ph.D

Functional Area: Marketing

DOJ: 01 July 2011

Email Id: ngupta@imthyderabad.edu.in

Phone: 08414671692

Teaching Interests
Research Interests

Consumer Behavior
Brand Management
International Marketing
Integrated Marketing Communication
Marketing Research
Marketing Management
Business Communication

Consumer Acculturation
Cultural influences on Consumer Behavior
Impact of Globalization on Indian Consumers
Brand Origin Studies
Materialism
Cosmopolitanism
Automobile Firms in India

Srivastava, Ankur, Gupta, Nitin and Rana, N.P. (2021), "Influence of consumer cosmopolitanism on purchase intention of foreign vs local brands: a developing country perspective", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOEM-01-2021-0057
Supratim Kundu and Nitin Gupta (2017), “Consumer Behavior towards Purchase of Green Products vis-a-vis Ayurvedic Products”, Imperial Journal of Interdisciplinary Research, Vol-3, Issue-7, pp. 573-579.
Gupta, Nitin, Balaji, M.S. and Roy, Sanjit Kumar (2017), “Impact of Cultural Factors on Indian Consumers’ Brand Preference”, in Bang, Melewar and Schultz (Ed.), Asia Branding - Connecting Brands, Consumers and Companies (pp. 17-29). London, United Kingdom: Palgrave Macmillan (ISBN 978-1-137-48995-1).
Gupta, Nitin (2016), “Cross-National Applicability of a Parsimonious Measure of Acculturation to Global Consumer Culture”, Psychological Reports, Vol. 118, Iss. 2, pp. 527-531. DOI: 10.1177/0033294116637731 (This journal is listed in Scopus and Cabell’s directory)
Gupta, Nitin (2016), “Measuring Consumer Acculturation – Discussion on a Prospective Approach”, Marketing Sciences and Inspirations, Vol. XI, No. 2, pp. 33-41. (This journal is listed in EBSCOhost research database, Ulrichsweb, Global Impact Factor and Econbiz, available at: http://www.mins.sk/wp-content/uploads/2016/08/MSI_v11_iss2.pdf)
Bose, Sunny and Gupta, Nitin (2013), “Customer perceptions of services based on SERVQUAL dimensions: A study of Indian commercial banks”, Services Marketing Quarterly, Vol. 34 No. 1, pp. 49-66. DOI: 10.1080/15332969.2013.739941 (This journal is ranked by ABDC as B, by ABS as 1 and is indexed in Scopus)
Gupta, Nitin (2013), “Understanding Acculturation of Consumer Culture in an Emerging Market – An Analysis of Urban, Educated, Middle-class Indian Consumers”, International Journal of Emerging Markets, Vol. 8 No. 1, pp.24-40. DOI: 10.1108/17468801311297264 (This journal is ranked by ABDC as B and is indexed in Scopus)
Saran, Rashmita and Gupta, Nitin (2012), “Country of Origin vs. Consumer Perception: A Literature Review”, The IUP Journal of Marketing Management, Vol. XI, No. 4, pp. 66-75.
Gupta, Nitin (2012) “Impact of Globalization on Consumer Acculturation: A Study of Urban, Educated, Middle Class Indian Consumers”, Asia Pacific Journal of Marketing and Logistics, Vol. 24 No. 1, pp. 41-58. DOI: 10.1108/13555851211192696 (This journal is ranked by ABDC as A and is indexed in Scopus)
Gupta, Nitin (2011), “Extent of Susceptibility to Interpersonal Influence and Price Sensitivity among Indian Youth. Is there a Relationship between these Two Constructs?”, Young Consumers: Insight and Ideas for Responsible Marketers, Vol. 12 Iss. 4, pp. 61-69. DOI: 10.1108/17473611111185904 (This journal is ranked by ABDC as B and is indexed in Scopus)
Gupta, Nitin (2011), “Globalization Does Lead to Change in Consumer Behaviour: An Empirical Evidence of Impact of Globalization on Changing Materialistic Values in Indian Consumers and its Aftereffects”, Asia Pacific Journal of Marketing and Logistics, Vol. 23 Iss. 3, pp. 251-269. DOI: 10.1108/13555851111143204 (This journal is ranked by ABDC as A and is indexed in Scopus)
Gupta, Nitin and Shekhar, Vaibhav (2010), “Case on: The Indian Mid-Segment Passenger Car Industry”, IUP Journal of Business Strategy, September, Vol. VII, No. 3, pp. 60-72
Gupta, Nitin (2009), “Can Globalization Lead to Cultural Hegemony?”, The ICFAI University Journal of History and Culture, July& October, Vol. III, Nos. 3 & 4, pp. 113-122.
Shekhar, Vaibhav and Gupta, Nitin (2008), “Customer’s Perspectives on Relationship Marketing in Financial Service Industry”, ICFAI Journal of Management Research, September, Vol. VII, No. 9, pp. 68-79.
Gupta, Nitin (2007), “The Hit Formula! Can Characteristics of a Successful Movie be Determined?”, ICFAI Journal of Management Research, June, Vol. VI, No. 6, pp. 27-42.
Gupta, Nitin (2007), “Cultural Dynamics and Market Attractiveness”, ICFAI Journal of Management Research, January, Vol. VI, No. 1, pp. 63-77.
Gupta, Nitin (2006), “Awareness of Consumer Laws and Rights: A Case Study”, in Panwar, J.S., Mathur, N. and Dave, D.R. (Ed.), Consumerism: Global and Indian Perspectives, RBSA Publishers, Jaipur, pp. 109-120.
Gupta, Nitin et al. (2005), “Customer Focused Product Planning: A Conjoint Study on Hostel Accommodation Attributes”, The ICFAI Journal of Services Marketing, June, Vol. III No. 2, pp. 33-47.

Gupta, Nitin (2024), “Tata Motors: Challenges for the Electric Vehicle Market Leader”, Ivey Publishing, Product no. W33811, available at: https://www.iveypublishing.ca/s/product/tata-motors-challenges-for-the-electric-vehicle-market-leader/01tOF000002MnwzYAC
Gupta, Nitin (2024), “Tata’s Air India: Brand Repositioning and Revitalization Challenges”, Ivey Publishing, Product no. W34124, available at: https://www.iveypublishing.ca/s/product/tatas-air-india-brand-repositioning-and-revitalization-challenges/01tOF000002Gya9YAC
Gupta, Nitin (2023), “Citroen’s Branding Challenges in the Indian Market”, The Case Centre, Reference no. 523-0058-1 (for case), Reference no. 523-0058-8 for teaching note), available at: https://www.thecasecentre.org/products/view?id=191632
Gupta, Nitin (2022), “ZIPAIR's Peculiar Brand Elements Issue”, The Case Centre, Reference no. 522-0080-1 (for case), Reference no. 522-0080-8 (for teaching note), available at: https://www.thecasecentre.org/products/view?id=186979
Gupta, Nitin (2022), "Bajaj Auto (a) – catering to the African market", Emerald Emerging Markets Case Studies, Vol. 12 No. 1. https://doi.org/10.1108/EEMCS-11-2021-0377
Gupta, Nitin (2022), "Bajaj Auto (B): challenges in LATAM and Southeast Asian (SEA) markets", Emerald Emerging Markets Case Studies, Vol. 12 No. 1. https://doi.org/10.1108/EEMCS-11-2021-0378
Gupta, Nitin (2021), “Kia Motors: Positioning and Growth Strategies in India”, Ivey Publishing, Product no. 9B21A009, available at: https://www.iveycases.com/ProductView.aspx?id=114848
Ghosh Dastidar, Surajit, Gupta, Nitin, Raichandani, Damini (2021), “Zolostays: Competing in Indian Co-Living Space”, Emerald Emerging Markets Case Studies, Vol. 11 No. 1. DOI: https://doi.org/10.1108/EEMCS-06-2020-0231(This journal is listed in Scopus directory)
Gupta, Nitin (2021), “Positioning Challenges for Covaxin”, The Case Center, Reference no. 521-0015-1 (for case), Reference no. 521-0015-8 (for teaching note), available at: https://www.thecasecentre.org/educators/products/view?id=175034
Gupta, Nitin (2020), “Ather Energy: Motivating India for Smart Electric Scooters”, Ivey Publishing, Product no. 9B20A013, available at: https://www.iveycases.com/ProductView.aspx?id=108375
Gupta, Nitin (2019), “IKEA'S Socio-Cultural Conundrum in India”, The Case Center, Reference no. 519-0071-1 (for case), Reference no. 519-0071-8 (for teaching note), available at: https://www.thecasecentre.org/main/products/view?id=161941
Gupta, Nitin and Roy, Debipriya (2019), “CCL's Market Foray – Catering to the Right Consumer Segment”, The Case Center, Reference no. 519-0066-1 (for case), Reference no. 519-0066-8 (for teaching note), available at:https://www.thecasecentre.org/main/products/view?id=161668
Gupta, Nitin (2018), “Mahindra Electric Mobility Limited: The Electric Vehicles Dilemma”, Ivey Publishing, Product no. 9B18A062, available at: https://www.iveycases.com/ProductView.aspx?id=98778
Gupta, Nitin (2018), “Taking Culture Oriented Ayurvedic Personal Care Products International”, The Case Center, Reference no. 518-0018-1 (for case), Reference no. 518-0018-8 (for teaching note), available at: https://www.thecasecentre.org/educators/products/view?id=151358
Gupta, Nitin (2018), “Multinational Market Regions and Market Groups - Where to go, Which to avoid”, The Case Center, Reference no. 518-0015-1 (for case), Reference no. 518-0015-8 (for teaching note), available at: https://www.thecasecentre.org/educators/products/view?id=151021
Gupta, Nitin (2017), “Cultural Influence on Fairness Stereotypes”, The Case Center, Reference no. 517-0060-1 (for case), Reference no. 517-0060-8 (for teaching note), available at: http://www.thecasecentre.org/educators/products/view?id=143134
Kundu, Supratim and Gupta, Nitin (2016), “SpiceJet: Recovering the spicy way”, The Case Center, Reference no. 516-0089-1 (for case), Reference no. 516-0089-8 (for teaching note), available at: http://www.thecasecentre.org/educators/products/view?id=135781
Kundu, Supratim and Gupta, Nitin (2016), “Wrangler Jeep: Launching in India”, The Case Center, Reference no. 516-0047-1 (for case), Reference no. 516-0047-8 (for teaching note), available at: http://www.thecasecentre.org/educators/products/view?id=133870

Pattnaik, R.K., Gupta, Nitin and Reddy, Y. M. (2012), “Railway’s Artificially Low Pricing Structure an Anathema for the Consumer”, The Free Press Journal, Mumbai Ed., 20th March’12, p-17.
Gupta, Nitin (2005), “Emotional Appeal…Its all around us!” Advertising Express, August, Vol. 5, Issue 8, pp. 36-40.
Gupta, Nitin (2005), “Private Brands in Grocery Retailing: The Indian Scenario”, Advertising Express, April, Vol. V, Issue 4, pp. 40-46.
Gupta, Nitin (2005), “Book Review - Miller Robert and Williams Gary (2004), The 5 Paths to Persuasion: The Art of Selling your Message, Warner Business Books”, Marketing Mastermind, February, Vol. V, No. 2, pp.77-81.

“IKEA in India: Brick-and-Mortar vs. Online Foray”, MCEM Conference 2019 – International Conference on Marketing Challenges in Emerging Markets, at IMT-Hyderabad from 18 to 19 January 2019 (Full paper available in Marketing Challenges in Emerging Markets Conference Proceedings 2019, pp-113-114, ISBN 978-93-5268-308-6)
“Impact of Globalization Forces on Digital Natives and Digital Immigrants”, (Co-Author: Ankit Kesharvani), MCEM Conference 2017 - International Conference on Marketing Challenges in Emerging Markets, at IMT-Hyderabad from 8 to 9 December 2017 (Full paper available in Marketing Challenges in Emerging Markets Conference Proceedings 2017, pp-121-125, ISBN 978-93-5268-308-6)
“Measuring Consumer Acculturation - Discussion on a Prospective Approach”, Cross Cultural Business Conference 2016, at School of Management, University of Applied Sciences Upper Austria, Steyr Campus, Austria from 19 to 20 May 2016 (Full paper available in Proceedings of Cross Cultural Business Conference 2016, pp-30-37, ISBN 978-3-9504257-0-3)
“Blogging as a Marketing Tool”, (Co-Author: Supratim Kundu), International Conference on Digital Disruptions, Trends and Opportunities in Marketing, at IBS Business School-Mumbai from 11 to 12 March 2016.
“Consumer Behavior towards Purchase of Green Products vis-a-vis Ayurvedic Products – An Indian Perspective”, (Co-Author: Supratim Kundu), International Conference on Marketing Challenges in Emerging Markets, at Institute of Management Technology – Hyderabad from 21 to 22 January 2016.
“Impact of Globalization on Consumer Behavior Attributes: A Comparative Study between Developed and Emerging Markets”, (Co-Authors: Dr. Javier Flores Zamora & Dr. Olga Ivanova), International Conference on Marketing Challenges in Emerging Markets, at Institute of Management Technology – Hyderabad from 21 to 22 January 2016.
“Do (How) Digital Natives Adopts A New Technology Differently than Digital Immigrant? A Longitudinal Comparison of Four”, (Co-Authors: Ankit Kesharwani, Makam Balaji and Daniel Sherrll), AIM's 2nd International Conference on "Innovation in Marketing for Emerging Markets - Global Challenges and Opportunities", at Bangalore from 29 to 30 July 2012.
“Customer Perception of Services Based on the SERVQUAL Dimensions: A Study on Indian Commercial Banks”, (Co-Author: Sunny Bose), Fourth IIM-A Conference on Marketing in Emerging Economies, at Indian Institute of Management Ahmedabad from 5 to 7 January 2011.
“Relating Need for Touch with respect to Involvement and Perceived Risk: A Research Agenda”, (Co-Author: Subhash Jha), Fourth Great Lakes-NASMEI Marketing Conference, at Great Lakes Institute of Management Chennai from 23 to 24 December 2010.
“Cultural Interpenetration: Does it Really Occur Among Indian Consumers?”, Third IIM-A Conference on Marketing Paradigms for Emerging Economy, at Indian Institute of Management Ahmedabad from 7 to 9 January 2009.
“Cultural Impact on Indian Consumer’s Buying Behavior”, Business Optimization Research Wave – 2007, at NITIE Mumbai from 15 to 17 February 2007.
“Influence of Foreign Culture brought by Foreign Brands on Indian Consumers' Buying Behaviour: A Framework for Empirical Study”, Fourth AIMS International Conference on Management, at Indian Institute of Management Indore from 28 to 31 December 2006.
“The Impact of Globalization on Consumer Awareness in India”, First Association of Indian Management Scholars (AIMS) International Conference on Management, at Indian Institute of Management Bangalore from 28 to 31 December 2003.

A case authored by Prof. (Dr.) Nitin Gupta titled “Kia Motors: Positioning and Growth Strategies in India”, Ivey Publishing, Product no. 9B21A009, is ranked 14 among top 25 best-selling cases of Ivey Publishing Best Sellers 2022-2023. This information can be accessed at: https://tinyurl.com/nktuf834
Received “Best Professor in Marketing” Award at the ‘25th Business School Affaire and Dewang Mehta National Education Awards’ in Nov. 2017.
My views on Consumer Behavior and Marketing Strategies were quoted in popular press:
- An article published by Wharton Business School, University of Pennsylvania, USA. Link to the article: http://knowledge.wharton.upenn.edu/article/will-coca-colas-new-india-strategy-fizz-go-flat/
- Will Coca-Cola’s New India Strategy Have Fizz or Go Flat? - Knowledge@WhartonCoca-Cola is seeing a revival in India, but can the company achieve its target of making India its third biggest market globally?
- https://knowledge.wharton.upenn.edu/
- Live Mint Paper, published on 25 Jun’18. Link to the article: https://www.livemint.com/Companies/reeUzXCEs4FKtsuNrLpKTK/Decoding-The-millennial-consumer.html
- Live Mint Paper, published on 6 Apr’18. Link to the article https://www.livemint.com/Companies/DxLDLNzSi9sHDEG03ul82H/Fruits-the-real-deal-for-CocaCola-in-India.html
My Research in the Area of Materialism was quoted in a leading Spanish News magazine – ‘El Confidential’ in an article titled “Radiografia del materialismo en al mundo” (Radiography of materialism in the world) published on 27th January 2014. Link to the article: https://www.elconfidencial.com/mundo/2014-01-27/radiografia-del-materialismo-en-el-mundo_80565/
Received “The IBS Best Teacher Award” for teaching MBA students of IBS Hyderabad for the academic year 2008-09
Received ‘A grade – with outstanding performance’ in the Doctoral Seminar in Marketing courses held in fall semester 2005 and spring semester 2006 at Martin J. Whitman School of Management, Syracuse University, Syracuse, NY, USA.

Education
Service

PhD from ICFAI University, Dehradun, India (2005-08) – with 10 months (Sept 2005 to Jun 2006) as Visiting Research Scholar at Whitman School of Management, Syracuse University, Syracuse, U.S.
Post Graduate Diploma in Business Management [Considered equivalent to MBA by Association of Indian Universities (AIU)] from FORE School of Management, New Delhi, India (2000-02)
Bachelors in Arts (Economics Honors) from Delhi University, India (1996-99)

Professor (Marketing) at Institute of Management Technology–Hyderabad, (from April 2015 – till date)
Associate Professor (Marketing) at Institute of Management Technology–Hyderabad, (from July 2011 to March 2015)
Assistant Professor, IBS-Hyderabad, (from July 2007 to June 2011)
Senior Lecturer, IBS-Hyderabad, (from July 2006 to June 2007)
Research Scholar, ICFAI Institute for Management Teachers, Hyderabad, (from August 2003 to June 2006)
Marketing Executive, Software Sales, Future Soft Solutions (India) Private Limited (from April 2002 to July 2003)