Ms.

Anjali Sharma

CURRENT Ph.D. Student, Department of Industrial and Management Engineering, IIT Kanpur
POSITION

CONTACT Room no 400, Entrepreneurship & Innovation Lab,

INFORMATION IME Department
Indian Institute of Technology Kanpur
Kanpur – 208016, UP, India.
Voice: (+91) 8178136504, 7839040064
E-mail: anjalish@iitk.ac.in, anjalispallazani@gmail.com

RESEARCH Marketing Management, Consumer Behavior, Branding, Services Marketing, E-

INTERESTS Commerce Marketing, Consumer Ethnocentrism, Market Research, B-to-C Marketing,
B-to-B Marketing, Marketing Strategy, Digital Marketing, Marketing Analytics.

EDUCATION Indian Institute of Technology Kanpur, Kanpur, India

Ph.D., Marketing Management, July 2013 – June 2021 (expected)
- Thesis Topic: Effect of Culture, Personality, Organizational and Technological Antecedent
on Consumer Switching Behavior: Moderating and Mediating Role of Consumer
Involvement, Service Value and Relationship Bond in Services.
- Advisor: Prof. R. R. K. Sharma

Jamia Hamdard University, New Delhi, India

M.B.A, Pharmaceuticals Management
CGPA: 8.21

Delhi University, New Delhi, India

B.A.Sc., Instrumentation (H)
Marks Percentage: 74%

Guru Harkishan Public School, New Delhi, India

12th Standard, Senior Secondary (Physics, Chemistry, Maths, Biology)
Marks Percentage: 78%
10th Standard, Higher Secondary
Marks Percentage: 82%

PUBLICATIONS
JOURNAL - Influence of Marketing Mavens on Consumer Switching: Role of Personality
Anjali Sharma, R.R.K.Sharma
Journal of Marketing Development and Competitiveness; Vol. 13(2) 2019
DOI: https://doi.org/10.33423/jmdc.v13i2.2009
Electronic ISSN: 2155-2843

SCOPUS INDEXED - Culture & Personality: Directional influence on Consumer Switching

A. Sharma, R.R.K. Sharma and K. K. Lai
Proceedings of 3rd European International Conference on Industrial Engineering and
Operations Management, Pilsen, Czech Republic, July, 2019
ISSN: 2169-8767 (U.S. Library of Congress); ISBN: 978-1-5323-5949-1.
- Influence of Organizational Culture on Brand Switching: A Study in B-2-B Context
A. Sharma and R.R.K. Sharma
 Proceedings of the 3rd North American IEOM Conference, Washington DC, USA, September, 2018
ISSN: 2169-8767 (U.S. Library of Congress); ISBN: 978-1-5323-5946-0.
- Relating Personality with Consumer Brand Switching: Moderating role of Involvement
and Value of Service
A. Sharma and R.R.K. Sharma
2nd IEOM European International Conference on Industrial Engineering and Operations Management
Paris, France, July, 2018
ISSN: 2169-8767 (U.S. Library of Congress); ISBN: 978-1-5323-5945-3.
- Consumer Switching Behavior in E-Services: Organizational and Technological
antecedents through relational paradigm
A. Sharma and R.R.K. Sharma
Proceedings of the 8th International Conference on Industrial Engineering and Operations
Management in Bandung, Indonesia, March, 2018
ISSN: 2169-8767 (U.S. Library of Congress); ISBN: 978-1-5323-5944-6.
- Effect of Culture on Consumer Switching: Moderating role of Involvement and Value of
Services
A. Sharma and R.R.K. Sharma
Proceedings of the 8th International Conference on Industrial Engineering and Operations
Management in Bandung, Indonesia, March, 2018
ISSN: 2169-8767 (U.S. Library of Congress); ISBN: 978-1-5323-5944-6.

MANUSCRIPTS - Effect of Organizational and Technological Antecedents on Consumer Switching

CURRENTLY UNDER Behavior in E-Services: Mediating Role of Relationship Bond, An Empirical approach
PREPARATION A. Sharma and R. R. K. Sharma
- Culture and Consumer Brand Switching in Services: Moderating Role of Consumer
Involvement and Service Value
A. Sharma and R. R. K. Sharma
- Empirical investigation of Consumer Personality and Brand Switching: Moderating
Role of Involvement and Value of Service
A. Sharma and R. R. K. Sharma

CONFERENCE - Influence of Marketing Mavens on Consumer Switching: Role of Personality,

PROCEEDINGS Proceedings of 18th International Marketing Trends Conference, Venice, Italy, 2019, ed.
Jean-Claude Andreani and Umberto Collesei, Paris-Venice Marketing Trends Association,
ESCP Europe.
Anjali Sharma and R.R.K. Sharma

PREVIOUS Consumer Inertia – Studying the Attention Based Affect of the Default Choices
RESEARCH - Supervisor: Prof. N.K.Sharma, IME Department, IIT Kanpur,
EXPERIENCE - Research Project on Consumer Behavior, Consumer Psychology.
- Identified switching costs, cognitive effort and absence of awareness as the key factors
responsible for consumer inertia and Conceptualized default choice as an effective tool for
marketers to reach out to the consumers.

‘Hamdard’ as a brand over a period of time - change in its brand-Image

- Supervisor: Dr. Sadaf Siraj, Department of Management Studies, Jamia Hamdard
University, New Delhi,
- Research Project on Branding, Strategy, Brand Image, Brand Strategy.
- MBA Dissertation: Tracking “Hamdard” as a brand over a period of time - change
in its brand-image. The report provide crucial insight into market perception, brand value
building, brand loyalty development, and to discover the brand value proposition that could
breathe new life into your brands.
 - Changes in Brand Image of Hamdard over a period of time, Positioning and Marketing
Strategy and Perception in the Market and in the minds of Consumer were studied and
analyzed.

Reason for decrease and re-increase in sales of Safi and its Competitive analysis
- Supervisor: Dr. Reshma Nasreen, Department of Management Studies, Jamia Hamdard
University, New Delhi,
- Research Project on Marketing Strategy, Competitor Analysis, Marketing & Sales.
- Project included comparative study with competitors. Determining the marketing and sales
strategy. Mapping brand Image through Primary and Secondary Research.

Corporate research Project on “Effect of atypical work-hour on Psycho-social well-being

of Employees” of Wipro Infotech
- Supervisor: Dr. Rakhshinda Siraj, DoMS, Jamia Hamdard University, New Delhi
Research Project on Organisal Behaviour, Psychological Analysis, Cognitive Psychology
Behavioral Research on Psychological and Social aspect of IT professionals. Determining
impact and consequence of unusual work hours on employee’s health.

ACADMIC - Awarded Junior Research Fellowship (JRF) 2013, and Senior Research
ACHIVEMENTS Fellowship (SRF) 2015, for Ph.D. by MHRD, Government of India.
- Qualified Aptitude and Analytical Screening Exam conducted by IIT Kanpur,
2013.
- Qualified University Grant Commission (UGC) -National Eligibility Test
(NET) for Lectureship and Junior Research Fellowhip (JRF) for Ph.D
Research. [Subject: Management], June 2012.
- Qualified University Grant Commission (UGC) -National Eligibility Test
(NET) for Lectureship by National Eligibility Testing Bureau [Subject:
Management], December 2011.
- Post Graduate Diploma in Intellectual property Rights, IGNOU (Indira Gandhi
National Open University), 2012, New Delhi.
- Successfully completed Cisco Certified Network Associate course, organized by
SRCAS College, Delhi University, 2009.
- National Merit Scholarship for Secondary (10th) Examination result.

EMPLOYMENT - Teaching Assistant, Department of Industrial &Management Engineering, Indian Institute

of technology, Kanpur, India. Aug 2014-Nov. Presnt
- Teaching Assistant, Department of Humanities and Social Science, Indian Institute of
technology, Kanpur, India. Aug 2014- Nov 2019
- Product Management Team, Percos India private limited, New Delhi, 2012.
- Marketing Executive, Akums Drugs and Pharmaceuticals Ltd, New Delhi, 2011.
- Quality Assurance Intern, Jubilant Organosys Ltd, Noida, 2010.
- Summer Trainee under Dr.Arun Sharma (Scientist Grade ‘F’), Instrumentation & Chemical
Analytics Lab, NIMR, Indian Council of Medical Research, 2009.
- Summer Trainee under Dr. Ravi Mehrotra (Scientist Grade ‘F’), Computer Center Facility,
National Physical Lab, Delhi, 2008.

SELECTED TALKS - Culture & Personality: Directional influence on Consumer Switching, at

3rd European International Conference on Industrial Engineering and Operations
Management, Pilsen, Czech Republic, July 23-26, 2019.
- Marketing Mavens and Consumer Switching: Role of Personality, at ESCP Europe 18th
International Marketing Trends Conference, Venice, Italy, 17-19 of January, 2019.
- Organizational Culture on Brand Switching: A Study in B-2-B Context, at the 3rd North
American International Conference on Industrial Engineering and Operations
 Management Washington DC, USA, September 27-29, 2018.
- Relating Personality with Consumer Brand Switching: Moderating role of Involvement
and Value of Service, at 2nd IEOM European International Conference on Industrial Engineering
and Operations Management, Paris, France, July 26-27, 2018.
- Culture and Consumer Switching: Moderating role of Involvement and Value of Services, at
the 8th International Conference on Industrial Engineering and Operations
Management, Bandung, Indonesia March 6-8, 2018.
- Consumer Switching Behavior in E-Services: Organizational and Technological antecedents
through relational paradigm, at the 8th International Conference on Industrial
Engineering and Operations Management Bandung, Indonesia March 6-8, 2018.
- An Investigation of Consumer Switching Behavior in Services through Relational Paradigm,
IME Doctoral Colloquium, April 2018, 2nd Place for Best Research Paper Submission
- Consumer switching intention and E-services. Research Scholars' Day, Department of
Industrial and Management Engineering, IIT Kanpur, Nov. 2016.
- An investigation of consumer switching intention in e-services. State of the Art Seminar
Department of Industrial and Management Engineering, IIT Kanpur, IIT Kanpur, September
2016.

WORKSHOP/ - Stukent Digital Summit, in association with American Marketing Association (AMA),
SEMINAR
March, 2021.
- AMA Webinar on Digital Marketing, Marketing Trends and International Marketing for
Marketing Professionals, December 2020.
- Workshop on SPSS, R, AMOS as tools of Quantitative Research Analysis, IIT Kanpur, 2019.
- SAS Workshop for data management, advanced analytics, multivariate analysis, business
intelligence and predictive analytics, IIT Kanpur, April 2018.
- Product Development Workshop, IME Department, IIT Kanpur, 2015.
- Workshop on “Total Quality Management ‘ISO 9000 QMS’, SRCAPS College, Delhi
University, 2009.

TEACHING - Teaching Assistant for various Graduate and Undergraduate courses at the Department of
EXPERIENCE Industrial and Management Engineering, Indian Institute of Technology (IIT) Kanpur.
[August 2014-2019]
- Teaching Assistant for Marketing Management, Business-to-Business management, Brand
Management, Strategic Management, Operations Management, Project Management
courses at IME Department, IIT Kanpur [August 2014-2019]
- Tutor for English Communication Skills & Composition course COM 200 at Humanities
and Social Sciences Department, IIT Kanpur [2014-2019]
- Teaching Assistant for the NPTEL Online Certification Course in Marketing Management
with Dr. S. S. Mishra at IIT Kanpur [July 2016]

ACADEMIC
AFFILIATIONS - Serves as a regular Reviewer at European Marketing Academy Conferences (EMAC),
REVIEWER for EMAC 48th, 49th and 50th Annual
Conference in 2019, 2010 and 2021 resp.
- Served as Author and Reviewers in American Marketing Association (AMA), Summer &
Winter Conferences/ Events for competitive papers and posters.

SESSION CHAIR - Served as Session/Track Chair for two Sessions (Business Management; Logistics, Transport
and Traffic Management) at 3rd European International Conference on Industrial
Engineering and Operations Management, Pilsen, Czech Republic, 2019.
http://ieomsociety.org/program-pilsen2019.pdf
HONORS
JURY - Served as Fianl Round Judge in Annual Technical Entrepreneurial Festival ‘Techkriti’, for
competition “Soccon”, IIT Kanpur, 2018

AWARDS - Springer Best Paper Award Runner-up in ‘Marketing/ OB/ HRM/ Strategy’ Track in IME
Doctoral Colloquium, IIT Kanpur, April 2018.
- University Grant Commission (UGC) Research Fellowship Award (JRF) and
Eligibility Test for Lectureship, June 2012, by All India Council for Technical
Education (AICTE). [Subject: MANAGEMENT]
- University Grant Commission (UGC) Eligibility Test for Lectureship, December
2011. [Subject: MANAGEMENT]

CONSULTANT - Served as a Marketing & Business Consultant for Bio-Incubator Startup

Photospimedx, IIT Kanpur in winning BIRAC (Biotechnology Industry Research
Assistance Council) Seed Funding of 50 Lakhs, 2018.

TRAVEL GRANT - International travel grant awarded by Dean of Academic Affairs, Indian institute of
Technology Kanpur, for attending 3rd North American IEOM Conference on Industrial
Engineering & Operations Management at Washington DC, USA, September 27-29, 2018.
- International Student Research Award awarded by Head of Department, IME Department,
Indian institute of Technology Kanpur, for attending ESCP Europe 18th International
Marketing Trends Conference, Venice, Italy, January 17-19, 2019.
- International travel grant awarded by Dean of Resources and Alumni, Indian institute of
Technology Kanpur, for attending 2nd IEOM European International Conference on Industrial
Engineering and Operations Management Paris, France, July 26-27, 2018.
- International Student Research Award awarded by Dean of Resources and Alumni, Indian
institute of Technology Kanpur, for attending 8th International Conference on IEOM, Bandung,
Indonesia, March 6-8, 2018.

FELLOWSHIP - Junior Research Fellowship (2013), Senior Research Fellowship (2015) awarded by MHRD,
Govt. of India.

COMPUTER - AMOS, R, SPSS

SKILLS - Fortran, C/C++
- Windows, MS Office

LANGUAGES - English (Full professional proficiency)

- Hindi

PERSONAL - Gender: Female

INFORMATION - Nationality: Indian
- D.O.B.: 29-08-1988
- Marital Status: Married
- Permanent Address: H.No. 1/5714, St. No.-17, Balbir Nagar, Shahdara, Delhi, India 110032
EXTRA- - Coordinator, 2nd Research Scholars Day, Dept. of IME, IIT Kanpur
CURRICULAR - Cordinator & Volunteer , Doctoral Colluquim 2018 organised by IME Department, IIT
ACTIVITIES Kanpur
- Volunteer at Bhaktivedanata Club, IIT Kanpur for past 7 years to provide service to
underprivileged people in Kanpur.
- Coordinated and narrated many social and cultural events at IIT Kanpur
- Participated in various Science Exhibitions at School Level.
- Athletics (Winner of several School, College and University competitions)
- Swimming, Traveling, Hiking, Cycling, Yoga Meditation, Reading.

REFEREES Professor R.R.K. Sharma

Designation: Professor
Department of Industrial &Management Engineering
Indian Institute of Technology Kanpur
Postal Address: Faculty Building, Room no 203, IME Department, IIT Kanpur,
Kanpur 208016, Uttar Pradesh, India
Voice: 05122597172
E-mail: rrks@iitk.ac.in
Web URL: http://iitk.ac.in/new/rrk-sharma

Dr. Subhas Chandra Misra

Designation: Associate Professor
Department of Industrial &Management Engineering
Indian Institute of Technology Kanpur
Postal Address: Faculty Building, Room no 207, IME Department, IIT Kanpur,
Kanpur 208016, Uttar Pradesh, India
Voice: 05122597430
E-mail: subhasm@iitk.ac.in
Web URL: https://www.iitk.ac.in/new/subhas-chandra-misra

Dr. Shivam Gupta

Designation: Associate Professor
Department of Information Systems,
Supply Chain & Decision Making,
NEOMA Business School,
59 Rue Pierre Taittinger, 51100 Reims, France
E-mail: shivam.gupta@neoma-bs.fr
Web URL: https://neoma-bs.com/professors/gupta-shivam-2/