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Our Distinguished Faculty at Birla Institute of Management Technology
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Veenu Sharma

Associate Professor

Biosketch

Dr. Veenu Sharma, a seasoned professional with over 17 years of experience, holds a prominent position at BIRLA Institute of Management Technology, Greater Noida. As a distinguished academician, her passion lies in the dynamic realms of retail and marketing. Driven by a commitment to excellence, she has garnered acclaim in the research field, earning numerous accolades. Beyond her impactful contributions to society through teaching and research, Dr. Sharma is a prolific writer, regularly sharing insights on contemporary trends in the retail domain. Her dedication as an educator is featured by a dedicated commitment to the success of her students.

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Education

  • Fellowship Program in Management (FPM), Birla Institute of Management Technology, A Framework for Assessment of Purchase Behaviour of Branded Commodity Food Products, 2016
  • M.Phil., Chaudhary Devi Lal University, Sirsa,2009
  • M.B.A(specialization: Marketing & Insurance), Institute of Management Studies and Research, M.D. University, Rohtak, 2004

Research

  • Marketing Management
  • Retail marketing
  • Customer Relationship Management
  • Consumer Behaviour
  • Retail concepts and Environment

Awards & Recognition

  • BIMTECH-STOUGH Young Scholar Award for paper titled “Measuring the effect of brand equity on the consumers’ purchase intention” at International Conference on Management Cases, BIMTECH, 2014.
  • Best Case Award from The Case Centre UK for paper titled “Kwality Glass: Store Atmospherics”, 2017.
  • G D Sardana Young Scholar Award for paper titled “Correlating Millennial Focused Customer Loyalty Programs with Experiential Retail” at International Conference on Management Cases, BIMTECH, 2018
  • SAGE Best Case Award 2019 for paper titled “Provoking the Religious Harmony through Advertisement: A Critical Discourse Study”.

Teaching Courses and New Courses Developed

  • Buying and Merchandise Management
  • Retail Store Operations
  • Retail Simulation

Experience

  • Associate Professor, Retail, Birla Institute of Management Technology, Greater Noida, India, September 2024
  • Assistant Professor, Retail, Birla Institute of Management Technology, Greater Noida, India, July 2016 – onwards.
  • Research Associate, Retail, Birla Institute of Management Technology, Greater Noida, India, April 2012 – June 2016.
  • Assistant Professor, Marketing and Insurance, Ishan Institute of Management, Greater Noida, July 2010 – January 2012.
  • Business Development Manager, M.P.H Career Makers, New Delhi October 2005 – July 2010
  • Public Relation Executive, FIIT-JEE, March 2004 – August 2004

Academic Positions and Assignments

  • Program Chairperson, Birla Institute of Management Technology, April 2024 – Present
  • Program Coordinator, PGDM (Retail Management Program), Birla Institute of Management Technology, July 2016 – Present.
  • Conference Secretariat, International Conference on Management Cases, Birla Institute of Management Technology, 2013 onwards.

Professional Associations and Memberships

  • She has been invited by EMLV – Leonard de Vinci Business School, FRANCE, to teach at the “De Vinci International Week 2021.”, she developed 12 hrs course for delivery on ‘Consumer Delight’.
  • She conducted a Management Development Program with Industry and covered Guest sessions on Grocery Retail with Coca-Cola, India 2021.
  • She has been invited as a keynote speaker at the Entrepreneurship International Conference by DHUNICORN, 2022.
  • She has conducted a session on “Introduction to Retail Management” organized by the SEMS Welfare Foundation (SWF) for International students, in 2021.
  • Apart from her contribution to society through teaching and research, she writes regularly on recent trends in the retail domain at a platform like Business World, Franchise India and Indianretailer.com.

Research Paper and Working Paper

  • Nawaz, R., Hina, M., Sharma, V., Srivastava, S., & Farina Briamonte, M. (2024). Unleashing knowledge arbitrage potential: empowering startups through knowledge management. Journal of Knowledge Management, 28(11), 221-254. SCOPUS A- Category
    • Luqman, A., Zhang, Q., Sharma, V., Gugnani, R., & Walsh, S. T. (2024). Business strategies for achieving carbon neutrality goals in collaborative ecosystems: Bridging gaps in achieving operational status. Business Strategy and the Environment. SCOPUS A- Category
  • Habib, M. D., Alghamdi, A., Sharma, V., Mehrotra, A., & Badghish, S. (2024). Diet or lifestyle: Consumer purchase behaviour of vegan retailing. A qualitative assessment. Journal of Retailing and Consumer Services, 76, 103584.SCOPUS, A- Category
  • Sharma, P., Srivastava, A., Sharma, V., Singh, N., & Nijjer, S. (2024). Understanding consumer repurchase intentions towards luxury retail brands: Evidence from an emerging market. Journal of Retailing and Consumer Services, 76, 103570. SCOPUS, A- Category
  • Agarwal, R., Mehrotra, A., Sharma, V., Papa, A., & Malibari, A. (2023). Over-the-top (OTT) retailing in the post-pandemic world. Unveiling consumer drivers and barriers using a qualitative study. Journal of Retailing and Consumer Services, 75, 103529. SCOPUS, A- Category
  • Habib, M. D., Kaur, P., Sharma, V.,& Talwar, S. (2023). Analyzing the food waste reduction intentions of UK households. A Value-Attitude-Behavior (VAB) theory perspective. Journal of Retailing and Consumer Services, 75, 103486. SCOPUS, A- Category
  • Sreen, N., Sharma, V., Alshibani, S. M., Walsh, S., & Russo, G. (2023). Knowledge acquisition from innovation failures: a study of micro, small and medium enterprises (MSMEs). Journal of Knowledge Management. SCOPUS, A- Category
  • Kautish, P., Siddiqui, M., Siddiqui, A., Sharma, V.,& Alshibani, S. M. (2023). Technology-enabled cure and care: An application of innovation resistance theory to telemedicine apps in an emerging market context. Technological Forecasting and Social Change, 192, 122558. SCOPUS, A- Category
  • Sharma, V., Kedia, B., Yadav, V. and Mishra, S. (2020), “Tapping the potential space-positioning of private labels”, Journal of Indian Business Research, Vol. 12 No. 1, pp. 43-61
  • Veluri, J.,Sharma,V. (2018). Customer satisfaction in B2B.Shodhgyan,5(1),29-32
  • Anjaly, B., & Sharma, V. (2016). Offline Vs Online Buying: An Assessment through Analytic Hierarchy Process Approach. International Journal of Innovative Research and Development|| ISSN 2278–0211, 5(2).
  • Sharma, V. ;Patel, G (2016) An AHP-LP approach Determining Eminent Drivers of Consumer Behavior in Indian Food Industry, 48th Annual Convention of Operational Research Society of India and International Conference Proceedings (2016).
  • Sharma, V., Singh, R., & Patel, G. N. (2015). Measuring the effect of brand equity on the consumers’ purchase intention. International Journal of Services Technology and Management, 21(1-3), 98-110.

Research in Progress

  • Understanding Customer Satisfaction towards Private and National Brands- under Review – with Vikalpa, IIM-A Journal. Submitted two Revision. SCOPUS.
  • How do Media Channels Influence consumer perception about Sustainable clothing with the Journal of Fashion Marketing and Management Under Review. SCOPUS, B- Category
  • Should I trust artificial intelligence-based CRM solutions: SMEs perspective – Development Stage
  • A meta trend analysis of retail atmospherics research using text mining with Amrendra Pandey and Amarnath Bose
  • Provoking the Religious Harmony through Advertisement: A Critical Discourse Study with Shreya Mishra

Case Repository Publications

  • Sharma, V. ;Patel, G.; Shukla, A., Prioritizing marketing mix constructs for commoditized products using Analytical Hierarchy Process, Reference no. 514-032-1
  • Sharma V., Sharma D., Pandey A, Kwality Glass: Store Atmospherics, Reference No.319-0044-1

Books, Chapters and Technical Reports

Book

  • Sahay, A., Sharma V. (2018). Cases in Operations and Strategic Management, ISBN978-93-87471-31-3,Bloombsbury Publishing India Pvt.Ltd., New Delhi

Book Chapter

  • Sahay, A., Sharma V. (2018). Goonj: A Voice….. An Effort, Cases in Operations and Strategic Management (29-41), Bloombsbury Publishing India Pvt.Ltd., New Delhi

Conference, Seminar Paper and Presentations

  • Paper presented at International Conference on Management Cases (ICMC) 2019 organised by BIMTECH, University of South Florida and University of Eastern Finland entitled, “Provoking the Religious Harmony through Advertisement: A Critical Discourse Study”, 2019
  • Paper presented at IIM Indore-NASMEISUMMER MARKETING CONFERENCE 2019, Indore and presented paper entitled, “Tapping the potential space- Positioning of Private Labels”, 2019.
  • Paper presented at International Conference on Management Cases (ICMC) 2018 organised by BIMTECH and University of Eastern Finland entitled, “Correlating Millennial Focused Customer Loyalty Programs with Experiential Retail”, 2018
  • Paper presented at IIM Indore-NASMEISUMMER MARKETING CONFERENCE 2017, Indore and presented paper entitled, “A review on the Impact of Nonverbal Communication of Professionals’ on Customer Satisfaction, Trust, and Long-term Relationship Orientation”, 2017.
  • Paper presented at International Conference on Management Cases, ICMC 2015 entitled, “Measuring the effect of brand equity on the consumers’ purchase intention”
  • Paper presented at International Conference on Management Cases, ICMC 2014 entitled “Prioritizing marketing mix constructs for commoditized products using Analytical Hierarchy Process”.
  • Attended Second International Conference-Confluence-2011: Can India be the next super power? Issues & Challenges ahead held at BSB campus, in New Delhi.
  • Paper presented at Second NATIONAL CONFERENCE held at BANARSIDAS CHANDIWALA INSTITUTE OF PROFESSIONAL STUDIES, New Delhi entitled “CRM in Educational Sector”, 2011.
  • Paper presented at International Seminar held at IIMT, Greater Noida and presented paper entitled “INDO-JORDAN FRIENDSHIP RELATIONS IN RESPECT OF TRADE & CULTURE” 2010.
  • Paper presented at Second NATIONAL CONFERENCE held at United Group of Institution, Greater Noida entitled “A Research Study on Customer Satisfaction in Respect of Big Bazaar”, 2010.

Magazine and Newspaper Articles

Research Funding and Consulting

  • Grant of €701,100.00 for 6 partners from India, Austria, Thailand, and Finland for the project KODECET on Knowledge Development for Circular Economy Transition, a European Union-funded project for the period 2024–2026.
  • Grant of ₹1.20 million from the Indian Council of Social Sciences Research (ICSSR) under their special call for #VisionViksitBharat@2047, Category A.
  • Grant of €901,914.00 for 10 partners from India, Austria, Sri Lanka, Italy, Nepal, and Spain for the project CESTour on Capacity Building in the Field of Higher Education on Sustainable Tourism, a European Union-funded project for the period 2021–2024.
    Project Leads: Rahul Singh and Veenu Sharma.

Editorial Positions and Reviews

  • Reviewer, International Journal of Supply and Operations Management, 2019 onwards.
  • Reviewer, International Journal of Service and Operations Management, 2018 onwards.
  • Reviewer, Emerald Publishing, 2018 onwards
  • Reviewer, International Journal of Emerging Markets, 2018 onwards
  • Reviewer, South Asian Journal of Business and Management, 2017 onwards.
  • Reviewer, Journal of Retailing and Consumer Services, since 2022
  • Reviewer, Journal of Knowledge Management, since 2022
  • Reviewer, European Journal of Marketing, since 2022

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