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Core Faculty
Kumkum Bharti
Assistant Professor of Marketing

Google Citation :https://scholar.google.co.in/citations?user=5s6OnWoAAAAJ&hl=en

Phone: +91-5947-262176 (Ext. 242)
Email: kumkum.bharti@iimkashipur.ac.in
Address:
IIM Kashipur
Kundeshwari, Kashipur
District- Udham Singh Nagar
Uttarakhand 244713

  • BIOGRAPHY

Dr. Kumkum Bharti holds a Doctorate Degree in Marketing from Indian Institute of Technology Roorkee, Uttarakhand and post-graduation from National Institute of Technology, Surathkal, Karnataka (Silver Medalist). She has over three years of teaching experience in the marketing area. She has taught previously in National Institute of Technology Kurukshetra, Haryana and FORE School of Management, New Delhi. She has taught various courses such as marketing management, sales and distribution management, strategic management etc. to postgraduate students in her previous work assignments.

Her research interest area includes the study of poor consumers, often called as Bottom (or Base) of the Pyramid (BOP), Service dominant (S-D) logic, co-creation, and qualitative research in marketing. Her work has been published in various journals and conferences such as Marketing Intelligence and Planning, International Journal of Market Research, Procedia, International Journal of Business and Emerging Markets, etc.She has attended more than 20 international and national conferences in India and abroad in the last five years.Her Ph.D. thesis focused on understanding value co-creation for the Bottom of the Pyramid (BOP) consumers. She has won Noel Doerr Gold Medal for the best paper presented in the 71st Sugar Technology Association of India (STAI), Hyderabad in 2013. She has worked on a project 'Co-creation in Social Entrepreneurship' in partnership with Copenhagen Business School, Denmark and FGV, Sao Paulo, Brazil.

  • SELECTED PUBLICATIONS

Bharti, K., Agrawal, R.& Sharma, V. (2015). Value co-creation: Literature Review and Proposed Conceptual Framework. International Journal of Market Research, 57(4), 571-604.
Bharti, K., Agrawal, R.& Sharma, V. (2014). What Drives the Customer of World’s Largest Market to Participate in Value Co-creation?.Marketing Intelligence and Planning, 32(4), 413-435. 
Bharti, K., Sharma, V., Agrawal, R. &Sengar, A. (2014). Marketer’s Mindset: Key to Develop Bottom of the Pyramid Market. Procedia-Social and Behavioral Science, 133, 169-179.

Courses

Number Name Quarter
1 Marketing Management I Term I
2 Rural Marketing Term VI
3 Qualitative Research in Marketing EFPM