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Our Distinguished Faculty at Birla Institute of Management Technology
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Neha Sharma

Assistant Professor

Biosketch

As a UGC NET-qualified research scholar and seasoned marketing professional, I bring a distinctive combination of academic excellence and practical industry expertise. My doctoral research at BITS Pilani centers on omnichannel retailing, an area where I have developed profound insights. This academic foundation is enriched by over eight years of diverse experience in sales, marketing, and business development across multiple industries.

Holding an MBA from NIT Kurukshetra with dual expertise in HR and marketing, I possess a well-rounded understanding of consumer behavior, retail trends, and digital marketing strategies. My professional journey has honed my analytical capabilities and adaptability, allowing me to excel in roles from business development to leading teams.

A dedicated academician, I have published research in renowned journals, presented at international conferences, and serve as a reviewer for prominent publications in the field. My passion lies in mentoring the next generation of marketing professionals and advancing omnichannel retailing practices through innovative research and teaching.

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Education

  • Ph.D. in Management
    Birla Institute of Technology and Science (BITS), Pilani, Rajasthan
    Thesis Title: “Omnichannel Customer Dynamics: Exploring Online Shopping Behaviours and Digital Retail Engagement”
    Year: 2019 – 2024 | CGPA: 9.40
  • Master of Business Administration (MBA) in HR and Marketing
    National Institute of Technology (NIT), Kurukshetra, Haryana
    Year: 2009-2011 | CGPA: 7.85

Research

  • Omnichannel Retailing and Customer Behaviour
  • Showrooming
  • Webrooming

Social Engagement

  • Actively involved in raising awareness about compassion and humane handling of stray animals, promoting coexistence between humans and animals in urban environments.
  • Currently working to build sustainable revenue model to expand stray dog welfare initiatives.

Teaching Courses and New Courses Developed

  • Marketing Management
  • Digital Marketing

Research Paper and Working Paper

  • Showrooming: A Retrospective and Prospective Review using the SPAR-4-SLR Methodological Framework. International Journal of Retail & Distribution Management, 51 (11): 1588-1613. The journal is published by Emerald; ranked as ABDC Category A Journal; Indexed in Scopus, Social Sciences Citation Index SSCI etc. Print ISSN: 0959-0552, Online ISSN: 0959-0552
  • Omnichannel Retailing: Exploring Future Research Avenues in Retail Marketing and Distribution Management, 51(7): 894-919. International Journal of Retail & Distribution Management. Accepted for publication. The journal is published by Emerald; ranked as ABDC Category A Journal; Indexed in Scopus, Social Sciences Citation Index SSCI etc. Print ISSN: 0959-0552, Online ISSN: 0959-0552
  • Mirror, mirror on the wall: Factors influencing the use of Augmented Reality Try-on Feature by Omnichannel customers, submitted to Information Systems Frontiers, indexed by SCOPUS and ranked as ABDC Category A Journal (Minor revision submitted)
  • Generational Dynamics of Omnichannel Customers: Analysing Shopping Preferences Across Diverse Product Types submitted to International Journal of Retail & Distribution Management, indexed by SCOPUS and ranked as ABDC Category A Journal (Major revision submitted)
  • A Tale of Stores and Screens: Unveiling Customer Behaviour in Omnichannel Retailing Through the Lens of Behavioural Reasoning –Submitted to Electronic Commerce Research and Applications, indexed by SCOPUS and ranked as ABDC Category C Journal (Major revision submitted)

Case Repository Publications

  • Nykaa E-Retail Private Limited: Enduring Covid-19 And Preparing For The Future – Ivey Publishing. (Product Number: W31012)

Books, Chapters and Technical Reports

  • Direct to Consumer eCommerce (D2C) Business Model: The Dilemma of Getting It Right, in Rasmussen, E.  and Petersen, N. (Eds.), Handbook of Research on Business Model Innovation Through Disruption and Digitalization, IGI Global, 1st ed.  ISBN: 9781668448953

Conference, Seminar Paper and Presentations

  • Omnichannel Retailing: Analyzing the challenges and possible remedies in the 36th ANZAM Conference organized by Australian and New Zealand Academy of Management from Dec 5, 2023, to Dec 7, 2023, at Victoria University of Wellington, New Zealand. pp. 258-289
  • Exploring Consumer Cynicism: A Systematic Literature Review in the 42nd EBES Conference- Lisbon organized by Eurasia Business and Economics Society from Jan12, 2023 to Jan 14, 2023 (conference proceedings to be published in Springer’s series Eurasian Studies in Business and Economics and indexed by SCOPUS)
  • Technology in Omnichannel Retailing: Exploring Agenda for Future Research in the Pacific Asia Conference on Information Systems (PACIS) organized by the Association for Information Systems (AIS) virtually in Dubai from Jun 20, 2020, to Jun 24, 2020 (PACIS 2020 Proceedings. 26), available at AIS Electronic Library (AISeL). https://aisel.aisnet.org/pacis2020/26
  • Technology for Omni-Channel Retailing: A Systematic Literature Review in the 4th International Marketing Conference on Marketing, Technology & Society (ICMTS 2020) organized by the Indian Institute of Management Kozhikode (IIM-K) at IIM-K campus from Apr 17, 2020 to Apr 19, 2020 (ISBN: 978-93-5419-748-2), pp. 1-4

Doctoral Dissertations and Awards

  • Thesis Title: “Omnichannel Customer Dynamics: Exploring Online Shopping Behaviours and Digital Retail Engagement”
  • Institution: Birla Institute of Technology and Science (BITS), Pilani, Rajasthan
  • Completion Date: November 21, 2024
  • Description: This research explored the intricacies of consumer behavior in omnichannel retail environments, focusing on digital engagement strategies and online shopping behaviors. The findings provide actionable insights for businesses seeking to optimize their omnichannel strategies.

Editorial Positions and Reviews

  • Omnichannel and the consumer perceived risks and benefits: A review. International Journal of Retail and Distribution Management. The journal is published by Emerald; ranked as ABDC Category A Journal; Indexed in Scopus, Social Sciences Citation Index SSCI etc.
  • A Model of Adoption for AR-based Self-service Technologies: A two Country Comparison. International Journal of Retail and Distribution Management. The journal is published by Emerald; ranked as ABDC Category A Journal; Indexed in Scopus, Social Sciences Citation Index SSCI etc.
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