MALA SRIVASTAVA

Professor Marketing Dean - Academics +91-7900444092 (Ext-216) mala.srivastava@iimkashipur.ac.in


Dr Mala Srivastava is a Professor in the Marketing area. She has a managerial experience of four and a half years in the industry and teaching experience of 21 years at post graduate level.

She is the Recipient of the Scholarship from 'Andrew Towl Endowment Fund ' for the Harvard GCPCL program held in Boston in 2010. She was also awarded a grant by the Aditya V. Birla India Centre at London Business School for its first Indian Case Study Development Initiative.

She holds a Ph.D. in management from the University of Indore. Her current research is concerned with the qualitative techniques and blending it with quantitative research in the area of marketing. Her consultancy assignment include clients like MTNL, Dun and Bradstreet and IRFT.

Five research scholars have completed their doctoral work under her supervision. She teaches subjects like Marketing Analytics, Pricing, Consumer behaviour and Brand management.

  • Gumparthi, V. P., Srivastava, M., & Chatterjee, D. (2021). Turning Point Analysis of Brand Love Trajectories. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 34, 132-163.
  • Srivastava, M., & Gosain, A. (2020). Impact of service failure attributions on dissatisfaction: Revisiting attribution theory. Journal of Management Research, 20(2), 99-112.
  • Gumparthi, V. P., & Srivastava, M. (2020). Management Essentials: A Recipe for Business Success. South Asian Journal of Management, 27(2), 232-235.
  • D'Lima, C., & Srivastava, M. (2019). Antecedents to an evangelising consumer. International Journal of Management Concepts and Philosophy, 12(4), 448-462.
  • Sivaramakrishnan, S., & Srivastava, M. (2019). Financial well-being, risk avoidance and stock market participation. International Journal of Financial Services Management, 9(4), 326-344.
  • Sivaramakrishnan, S., Srivastava, M., & Rastogi, A. (2017). Attitudinal factors, financial literacy, and stock market participation. International Journal of Bank Marketing, 35(5), 818-841.
  • Srivastava, M., & Kaul, D. (2016). Exploring the link between customer experience–loyalty–consumer spend. Journal of Retailing and Consumer Services, 31, 277-286.
  • Srivastava, M., & Luthia, M. (2016). Manufacturing Strategy and Performance the moderating role of entrepreneurial orientation. International Journal of Strategic Management, 17(1).
  • Srivastava, M., & Luthia, M. (2016). Contemporary Conceptualization of Customer Orientation in Indian Banking and Financial Services. SMART Journal of Business Management Studies , 13(1), 19-26.
  • Srivastava, M., & Luthia, M. (2016). Impact of communication skills on relational outcomes in banking and financial services. The International Manager, 3(10), 1-13.
  • Srivastava, M., & Luthia, M. (2016). Examining the influence of usage of sales technology on relational outcomes through customer oriented behaviour. EXCEL International Journal of Multidisciplinary Management Studies, 6(7), 9-24.
  • Thakur, R., & Srivastava, M. (2015). A study on the impact of consumer risk perception and innovativeness on online shopping in India. International Journal of Retail & Distribution Management, 43(2), 148-166.
  • Srivastava, M., & Kaul, D. (2014). Social interaction, convenience and customer satisfaction: The mediating effect of customer experience. Journal of retailing and consumer services, 21(6), 1028-1037.
  • Thakur, R., & Srivastava, M. (2014). Adoption readiness, personal innovativeness, perceived risk and usage intention across customer groups for mobile payment services in India. Internet Research, 24(3), 369-392.
  • Thakur, R., & Srivastava, M. (2013). Customer usage intention of mobile commerce in India: An empirical study. Journal of Indian Business Research, 5(1), 52-72.
  • Thakur, R., & Srivastava, M. (2015). A study on the impact of consumer risk perception and innovativeness on online shopping in India. International Journal of Retail & Distribution Management, 43(2), 148-166.
  • Khanvilkar, S., & Srivastava, M. (2015). Organizational climate in the Indian context-an empirical study of middle level executives. SMART Journal of Business Management Studies, 11(2), 12-20.
  • Srivastava, M., & Kamdar, R. M. (2009). Brand image formation as a function of involvement and familiarity. Paradigm, 13(1), 84-90.
  • Srivastava, M. (2000). Impact og age and sex on materialism (an empirical study in Indian context). People, Processes and Organisations: Emerging Realities, 263.
S.No Name Term
1 Consumer behavior Term IV
2 Marketing Strategy Term V

Dean - Academics