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bhawani.sharan@bimtech.ac.in

Bhawani Sharan

Associate Professor

Biosketch

I am a sales and marketing professional-turned-academic with over 16 years of industry experience across FMCG, telecommunications, and consumer goods sectors. I held leadership positions with organisations such as Bharti Airtel, Reliance Communications, Diageo, Hindustan Coca-Cola Beverages, and Marico, where I managed sales strategy, distribution expansion, rural marketing initiatives, channel development, and P&L responsibilities across Eastern India

I have completed my Fellow Programme in Management (Marketing) from XLRI Xavier School of Management and previously earned an MBA in Marketing and Operations from the Indian Institute of Technology (IIT, ISM) Dhanbad, graduating as a Gold Medalist.

My research sits at the intersection of digital sales transformation, technology adoption, salesperson well-being, and consumer behaviour in emerging markets. My work has been published or accepted in leading journals, including the Journal of Business & Industrial Marketing, International Marketing Review, and Benchmarking: An International Journal.

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Education

  • Name of Institute: XLRI Xavier School of Management, Jamshedpur
  • University/Institution/Board: XLRI Xavier School of Management
  • Thesis topic: Digital Sales Transformation and Human Core: Examining Capability, Adaptability, and Well-being in the Tech-Enabled Environments
  • Date of defence of thesis: 16/03/2026
  • Date of award of provisional degree (if any) (DD/MM/YYYY): 28/03/2026
  • X, CBSE, Math, Science, and social science, 1996, 75%, 1st class
  • XII, CBSE, Math, Physics, Chemistry, 1998, 80.2%, 1st class
  • BSc. (Computer Science), Bangalore University, Math, statistics, Computer Science, 2003, 74.4%, 1st class
  • MBA, IIT(ISM), Dhanbad, Marketing & Operations, 2005, 80.3%, Gold Medalist

Area of Interest and Research

  • My research agenda builds on my 17 years of industry experience in sales and marketing across telecom, FMCG, and alcohol-beverage sectors, combined with my doctoral research at XLRI Jamshedpur. Broadly, my research examines how technology, institutions, and ethics shape sales systems and marketing practices in emerging markets.
  • Over the next five years, I plan to develop a coherent research program around four interconnected themes: digital sales systems, human sustainability, brand purpose and consumer ethics, and institutional contexts in emerging markets.
  • Digital Sales Systems and Technology Adoption
    The first stream of my research focuses on technology-enabled sales systems, particularly the role of CRM and Sales Force Automation (SFA) in shaping frontline selling behavior. Building on my doctoral work, I study how digital tools transform the strategic, behavioral, and psychological dimensions of selling. My work introduces constructs such as Digital Sales Effectiveness (DSE) and examines how salespeople translate digital information into adaptive selling, sales planning, and relationship management.
  • Developing a Sales Technology Maturity Model to diagnose digital capability gaps in emerging market firms.
  • Studying how AI-enabled sales systems (recommendation engines, predictive analytics, automation tools) influence salesperson autonomy, decision-making, and ethical judgment.
  • Examining how organizations design human-centered sales technologies that improve both performance and usability.
  • This research aims to contribute to journals in sales, marketing strategy, and digital transformation, while offering actionable insights for firms implementing large-scale digital sales systems.
  • Technology, Work Design, and Salesperson Well-Being
    The second stream of my research examines the human consequences of digital transformation in sales organizations.
  • While digital systems promise efficiency and performance gains, they may also create technostress, performance pressure, and reduced autonomy for frontline employees. Using theoretical frameworks such as Job Demands–Resources (JD–R) theory, Cognitive Appraisal Theory, and Socio-Technical Systems theory, my research investigates how digital tools influence psychological and mental well-being, perceived job stress and burnout, and job satisfaction and performance outcomes.
  • Future research in this stream will focus on human sustainability in technology-driven sales systems, including longitudinal studies examining how digital intensity affects employee well-being over time.
  • The goal of this stream is to advance the emerging conversation around responsible and human-centered digital transformation in marketing organizations.
  • Brand Purpose, Consumer Ethics, and Responsible Marketing
    The third stream of my research focuses on brand purpose and consumer ethical evaluation.
  • Through integrative review work and empirical studies grounded in Hunt–Vitell's theory of ethics, I examine how consumers evaluate brand purpose claims and how authenticity, trust, and skepticism shape behavioral responses.
  • Future research will explore how AI-generated content, influencers, and digital platforms shape perceptions of brand purpose.
  • The role of institutional and cultural contexts in evaluating purpose-driven branding.
  • When brand purpose creates genuine social value versus when it becomes symbolic marketing.
  • This research contributes to the broader discussion on ethical marketing and responsible branding, particularly in digitally mediated consumer environments.
  • ESG, Diversity, and Sustainability in Emerging Markets
    The fourth stream of my research examines ESG and diversity practices in emerging markets, with a particular focus on India and Africa.
  • My prior work has explored ESG frameworks in African economies and gender diversity in the Indian liquor industry.
  • How ESG initiatives are adapted within institutionally complex emerging markets.
  • How gender diversity and inclusive practices influence organizational performance.
  • How responsible business practices shape consumer trust and market legitimacy.
  • This stream integrates marketing, sustainability, and institutional theory to better understand how responsible business practices evolve outside Western contexts.
  • Cross-Country Comparative Research
    A longer-term goal of my research agenda is to conduct cross-country comparative studies across emerging markets, particularly India and African economies.
  • These studies will investigate how institutional environments shape technology adoption, brand purpose strategies, and ESG implementation, helping to develop a more globally inclusive understanding of marketing systems.
  • Overall Research Vision
    Across these streams, my research aims to bridge technology, human sustainability, and ethical marketing practices in emerging markets.
  • Practice-driven questions emerging from real managerial challenges.
  • Strong theoretical grounding using frameworks such as JD–R, STS, CAT, TOE, and institutional theory.
  • Methodological pluralism, combining conceptual frameworks, PLS-SEM, configurational analysis, and case-based research.
  • Ultimately, my goal is to contribute to scholarship that advances both academic theory and managerial practice, particularly in understanding how organisations can design digitally enabled marketing systems that remain human-centred, ethical, and sustainable.

Experience

  • Diageo India Ltd, Senior Manager (September’ 2017 – September’ 2021), Leading the Sales & Distribution Strategy and Execution for the State of Odisha. Ensuring that the growth strategies are executed on the ground in line with the vision & mission of the organization. Ensuring positive ROIs for channel partners, keeping in mind their capability levels, along with their resource management. Effective tracking of Budgets, P&L, and Acquisition costs, along with the revenues achieved as compared to the plan. Consolidated Pay: 3960000
  • Bharti Airtel Limited, Senior Manager (Feb’2010 – Sep’2017), Joined as an Assistant Manager in 2010 and got promoted twice in 4 years. Became SM in 4 years, which is a huge accomplishment. Executed Direct Distribution that resulted in positive ROIs and better Service levels, along with reduced distribution costs. Responsible for Sales & Distribution of Rural & Urban markets of Bihar, along with a team of 8 Managers. Spearheaded the execution of distribution and marketing strategies in the geographies to drive revenues and profitability. Consolidated Pay: 1790000
  • Reliance Communications Limited, Team Lead (Jan’2007 – Jan’2010), Administered the Prepaid sales & Post-paid sales of RMS & DST for Bihar and managed the performance of Retail Executive, DSTs & channel partners; extended support for accomplishing the pre-set weekly & monthly targets on DST/WWE & DSA/ISA/POS. Consolidated Pay: 675000
  • Hindustan Coco-Cola Beverages Pvt Ltd, Sr. Sales Executive (Dec’2005 – Jan’2007), Achieving targeted top line & bottom line, turning around businesses to profitability & sustained growth, leveraging an in-depth understanding of the markets. Consolidated Pay: 350000
  • Marico Limited, TSO (April’2005 – Dec’2005), Channel & Distribution Management and process efficiencies for better productivity. Consolidated Pay: 180000

Recognitions and Awards

  • Won a US $1500 stipend from the Academy of Management (AOM) in the Early Researcher Publishing Boot Camp at GIM (Goa Institute of Management), Goa, in February 2026.
  • Won a US $ 200 Stipend from AIB Insights for attending the paper development workshop at Strathmore Business School, Nairobi (Kenya) in May 2024.
  • Mentor under the Professional Mentorship Program (PMP) of the PGDM(GM) student at XLRI Xavier School of Management, Jamshedpur, (2022-2023) & (2023-2024).
  • Certificate for taking a lecture on “Paper Development and the use of AI ethically in research publications” for FPM Scholars of XLRI, Jamshedpur, in March 2026.
  • Gold medalist in MBA (Marketing & Operations) from IIT (ISM) Dhanbad in 2005.
  • Senior Coordinator in the POMS India international conference held at XLRI, Jamshedpur, 2023.
  • Two-time “Best ZSM” Award in the Bihar Region in Bharti Airtel.
  • Got “Certificate of Excellence” in Bharti Airtel for demonstrating teamwork and customer centricity to create customer delight.
  • Won “Satak Contest” in 2010 & 2014 for the highest rural extraction in Bharti Airtel.
  • Won “MNP Sartaaj” Contest for the highest net adds in 2015 in Bharti Airtel.
  • Received an award for outstanding contribution to the growth of the business in 2007 from Reliance Communications.
  • Awarded as the “Best Sales Executive” in 2006 by Hindustan Coca-Cola Beverages Pvt. Ltd.

Research Papers and Working Papers

  • Sharan, B., Raj, A., Venugopal, P. (2026). Integrating SAP-LAP, TOE, and STS Frameworks for Strategic Sales Force Adoption in B2B Systems, Journal of Business and Industrial Marketing (ABDC -A Rank, Scopus -Q1)
  • Sharan, B., Venugopal, P., Raj, A. (2026). Unpacking SFA adoption in a globalized Marketplace: A TCCM-based Integrative review and roadmap for future research, International Marketing Review (ABDC – A Rank, Scopus -Q1)
  • Bhawani, S., Raj, A., Kumar, R.R., & Sharma, S. (2025). Benchmarking best practices for enhancing gender diversity: Insights from the Indian liquor manufacturing industry: Benchmarking: An International Journal (ABDC-B, Scopus-Q1)
  • Bhawani, S. (2025). Embracing ESG Framework in Africa: A Blueprint for Sustainable Development, AIB Insights (Africa Special Issue)
  • Sharan, B., Venugopal, P., Patro, S. (2025). Brand Purpose and Consumer Behaviour: A multidimensional Review, Integrative framework, and Agenda for future research ----- received R&R in Journal of Product and Brand Management (ABDC -A Rank)
  • Sharan, B., Gupta, A. (2026). Building a Resilient Future: A Strength-Based Approach towards Empowering Vulnerable Customers in the Service Ecosystem ----- Under Review in Journal of Services Marketing (ABDC A category)
  • Sharan, B., Gupta, A. (2026). SeniorWorld at a Digital Crossroads: Balancing Scale and Emotional Care in Silver Economy ----- Under Review in Asian Journal of Management Cases (ABDC C category)
  • Sharan, B., Venugopal, P., Raj, A. (2026). From Digital Resources to Selling Behaviour: Digital Sales Enactment Capability as a Frontline Marketing Capability ----- ready for submission in Journal of the Academy of Marketing Science (ABDC- A* Rank)
  • Bridging the Intention–Behaviour Gap in Tourism: The Role of Destination Policy Enforcement in Hospitality Settings ---------- Paper development process going on through publishing Boot camp by AOM

Conference, Seminar Paper and Presentations

  • Sharan, B. (2024). Brand Purpose ethical evaluation by the customer based on the Hunt-Vitell (HV) theory of ethics - Presented in the Academy of Marketing Science World Marketing Congress held in Bel Ombre, Mauritius (June 25-29, 2024).
  • Sharan, B. (2024). Embracing ESG Framework in Africa: A Blueprint for Sustainable Development - Selected for two-day PDW by AIB Insights, at Strathmore Business School in Nairobi, Kenya (May 28-29, 2024).
  • Sharan, B. (2025). From Passion to Digital Well-being: How Fear of Missing Out and Digital Self-Control Shape Social Media Use - at the International Conference on Digital Technologies for Business Excellence and Sustainable Development and creating Viksit Bharat@2047, held in IIT(ISM) Dhanbad (July 5-6, 2025).
  • Sharan, B. (2023). Unlocking Value in the Supply Chain through gender diversity: A Design Science Approach - presented in POMS India International Conference, held in XLRI Jamshedpur (Dec 4-6, 2023).
  • Sharan, B. (2024). The Interplay of Ethics and Policy: A new paradigm in tourism behavior - presented at 9th INDAM National conference, held at GIM, Goa (January 11-13, 2024).
  • Sharan, B. Decoding Brand purpose: A systematic review of its evolution, application, and authenticity - presented at 9th PAN IIM world management conference, held at IIM Sambalpur (Jan 22-24, 2024).
  • Sharan, B. Brand purpose Unveiled: Navigating the intersections of identity, strategy, and societal impact - presented at Doctoral Colloquium on Artificial Intelligence and Sustainability, held at XLRI Jamshedpur (Apr 8-10, 2024).
  • Participate in “Transcendence 2024: Unpacking Sustainability-Oriented Behaviors”, held at the Tata Institute of Social Sciences, Mumbai (Feb 3, 2024).
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