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.
Fellowship Program in Management (FPM), Birla Institute of Management Technology, A Framework for Assessment of Purchase Behaviour of Branded Commodity Food Products, 2016
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
Jury Member for final year Graduation Project for the students of Masters of Fashion Management, Batch 2024-26, NIFT Panchkula
Panelist at Cesim Summit 1.0: AI in Personalized Management Education, 2024.
University of Agder, Norway has invited for teaching and Research Assignment of 90 days, 2023.
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
Kumar, J., Sharma, V., & Mishra, S. (2025). Assessing the Quality of Review Corpus: A Key to Rigorous Systematic Literature Review. South Asian Journal of Business and Management Cases, 14(2), 79-86. SCOPUS C- Category
Misra, P., Gupta, J., Sharma, V., (2025). A Bibliometric Mapping of the Macro-Economic Disruptions of COVID-19,https://doi.org/10.5281/zenodo.16256301 (WOS)
Sharma, D., Misra, Rajnish K., Dubey, A., Sharma, V. (2026). International Journal of Entrepreneurship and Small Business. Exploring bully traits across private and public educational entrepreneurs, 10.1504/IJESB.2027.10079020 SCOPUS
Kumar, J., Rishi, B., & Sharma, V. (2026). SOCIAL MEDIA FATIGUE AND COPING MECHANISM: AN INTEGRATIVE REVIEW AND FUTURE RESEARCH DIRECTIONS. International Journal of Human-Computer Interaction, https://doi.org/10.1080/10447318.2026.2678529, SCOPUS B- Category
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
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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
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
Generative AI and the Productivity Paradox: A Cross-Country Study of ChatGPT Use in Management Education ABDC-B Category (Second Review submitted)
Emotional Labour and Digital Inclusion: Gender Disparity among Rural Women in Sustainable Development ABDC-C Category (First Review submitted)
Governing Agentic AI Across Diverse Institutional Contexts: Field level Discourse, Strategic Leadership and Prospective Institutionalisation ABDC-A Category (Submitted)
Immersion and Disruption as Distinct Mechanisms of Learning in a Business Simulation ABDC-B Category (Under review)
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
SSahay, A., Sharma V. (2018). Cases in Operations and Strategic Management, ISBN978-93-87471-31-3, Bloomsbury Publishing India Pvt.Ltd., New Delhi
Singh R., Friedl H., Sharma V (2024). Navigating the Future of Sustainable Tourism, ISBN-978-81-950136-8-5, Journal Press India.
Shreya, M., Sharma V. (2025). Cases Integrating Perspectives on Strategy, Innovation, and Sustainability, ISBN 9789369524976, Bloomsbury Publishing India Pvt.Ltd., New Delhi.
Shreya, M., Sharma V. (2025). Cases Exploring Leadership, Human Dynamics, and Transformational Change, ISBN 9789369528233, Bloomsbury Publishing India Pvt.Ltd., New Delhi
Book Chapter
Sharma V. (2021) Enhancing Academic Value and Engagement of a Case Conference (325-333), Bloomsbury Publishing India Pvt.Ltd., New Delhi
Sahay, A., Sharma V. (2018). Goonj: A Voice.. An Effort, Cases in Operations and Strategic Management (29-41), Bloomsbury Publishing India Pvt.Ltd., New Delhi.
Sharma V. (2026) FinTech at the Frontline: Testing Human Sustainability in Quick Commerce, IGI Publisher.
Sharma V. (2026) Digital Transitions of Retailers and Its Implications for Sustainable Economic Development: Sustainable Economic Development and Digitalization, IGI Publisher.
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.
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
