Mala Srivastava
Professor
Marketing
Indian Institute of Management Kashipur
India
Biography
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.
Research Interest
he teaches subjects like Marketing Analytics, Pricing, Consumer behaviour and Brand management.
Publications
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Mala Srivastava, Gaurav Thapar (2014) E-comics: Forecasting Demand. Richard Ivy
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Rakhi Thakur and Mala Srivastava (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).
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Rakhi Thakur Mala Srivastava (2014) Adoption Readiness, Personal Innovativeness, Perceived Risk and Usage Intention across customer groups for Mobile Payment Services in India. Journal of internet research, Vol. 22 Iss: 3,pp.52 – 72.
