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Faculty Profile

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Pratik Modi

Primary Areagroup(s):

Marketing

Designation:

Professor

Secondary Areagroup(s):

Strategic Management

Current Areas of Interest:

Market Orientation; Internal Market Orientation; Strategic Organizational Orientations; Sustainability Behavior, Social-Nonprofit-Rural Marketing; Service Quality

pratik@irma.ac.in

(O) 221625

Profile Summary
  • Research & Teaching Interests

    I am a Professor of Marketing at the Institute of Rural Management Anand. Earlier, I was associated with the Portsmouth Business School, University of Portsmouth, UK, as a Research Fellow and Visiting Fellow. I carry about fifteen years of combined work experience in industry, academics, research, and consulting.

    My primary research interest is to study the notion of strategic orientations and explore their implications. My other research interest areas are sustainable consumption, rural-social and nonprofit aspects of marketing.

    I teach Rural Marketing, Strategic Marketing & Planning (through marketing simulations), Marketing Management, Social and Nonprofit Marketing, and Services Marketing courses to Masters students; and Structural Equation Modeling and Quantitative Research Methodology courses to doctoral students. 

    Publications & Honors

    Some of my research works have been published in international peer-reviewed journals such as Technological Forecasting & Social Change, Journal of Marketing Management, Journal of Consumer Behaviour, The Service Industries Journal, Journal of Strategic Marketing, Futures, Journal of Consumer Policy, Health Marketing Quarterly, International Journal of Rural Management, Emerald Emerging Markets Case Studies, Asian Case Research Journal among others.

    Some of my research works have received awards/recognition: the Academy of Marketing (AoM, UK) Conference 2011 best research paper award (sponsored by the Journal of Strategic Marketing and hosted by the University of Liverpool) in the competitive intelligence analysis & strategy track; 4th IIM-Ahmedabad conference on marketing in emerging economies best research paper award; 2nd consolation prize for my paper at the 7th International Communication Management Online Conference ICMC-2021 on Creativity & Culture for Management in a Changing World organized by MICA, from 7-9 January 2021; 7th AIMS International conference on management first runner-up prize for the best research; and COSMAR 2008, Indian Institute of Science-Bangalore, second runner-up prize for the best doctoral research work. I have received the Best Reviewer Award twice from the Journal of Research Practice (Athabasca University Press, Open Access Journal, http://jrp.icaap.org/). In 2015, Elsevier shortlisted my paper "Personality and Older Consumers' Green Behavior in the UK" published in Futures journal from across its journal portfolio based on its potential social impact and sent it to the Atlas Advisory Board. I was selected in the Research Excellence Framework (REF) 2014 submission by the University of Portsmouth, UK. And I also had an opportunity to chair a session in the Marketing Strategy track at the 43rd European Marketing Academy Conference hosted by the University of Valencia, Spain, from 3-6 June 2014.

    Editorial Responsibilities

    I have served as the managing editor of the International Journal of Rural Management published by Sage (http://irm.sagepub.com/) for two years from 2012-2013. I am also serving as a member of the editorial review board of the Journal of Consumer Behaviour (https://onlinelibrary.wiley.com/page/journal/14791838/homepage/editorialboard.html) and the Journal of Research Practice (Athabasca University Press, Open Access Journal, http://jrp.icaap.org/).

    Training & Consulting

    In the last few years, I have provided consulting and training services to various corporate and government organizations such as Indian Oil Corporation, Indofil Industries Ltd, Unicef, Tata Motors, Orient Cements, JK Lakshmi Cement, National Dairy Development Board, Government of Gujarat, Government of Sikkim, Government of Meghalaya, Madhya Pradesh State Cooperative Dairy Federation, etc. 

    You can reach out to me by email: pratik@irma.ac.in 

     

     

Awards

    • Convener of 24th Convention of the Strategic Management Forum of India to be held on the IRMA Campus during 21-23 December 2022.
    • Winner of 3rd prize at EMFD-AIMA ICRC Case Writing Competition 2021 for the case titled “Dhanvantari Ayurveda: Resilience in the Face of the Pandemic.”
    • Awarded second consolation prize for my paper ‘Innovation orientation, R&D intensity, and firm's resilience to macroeconomic shocks: Evidence from a natural experiment’ at the 7th International Communication Management Online Conference ICMC-2021 on Creativity & Culture for Management in a Changing World organized by MICA, from 7-9 January 2021. https://www.mica.ac.in/icmc/icmc-2021
    • My Futures paper "Personality and Older Consumers' Green Behaviour in the UK" was shortlisted by Elsevier from across journal portfolios based on their potential social impact. Each month the Atlas Advisory Board (involved in the implementation of science in society on a global scale) are sent a selection of 10 articles to choose their winning Atlas article. (https://www.elsevier.com/atlas/nominations?sf11670305=1).

     

    • Chaired a session in the Marketing Strategy track at the 43rd European Marketing Academy Conference hosted by the University of Valencia, Spain, from 3-6 June 2014.

     

    • Selected for inclusion in the Research Excellence Framework (REF) 2014 submission, Business and Management (UoA 19) unit of assessment, by the University of Portsmouth, UK. All the 3 selected papers were rated 3-star by the University REF panel.

     

     

    • Best Research Paper Award at the 4th IIM-A Conference on Marketing in Emerging Economies, January 5-7, 2011.

     

     

     

    • Awarded $1,050 prize from the Academy of Marketing Science (AMS) towards travel grant to present the research at the biennial conference on Cultural Perspectives in Marketing held at New Orleans, LA., USA, from 16-19 January 2008.

     

    • Awarded the first runner-up prize in the Best Research Paper Competition at the 7th AIMS International Conference on Management held at the Indian Institute of Management - Bangalore from 20-23 December 2009 (http://www.iimb.ernet.in/node/1795).

     

    • Awarded the second runner-up prize at the 8th international consortium of students in management research (COSMAR 2008) organized by the Indian Institute of Science (IISc), Bangalore from 20-21 November 2008.

     

Courses

  • Marketing Management
  • Managerial Analysis and Communication
  • Social Marketing
  • Services Marketing
  • Strategic Marketing and Planning
  • Management and Marketing Services
  • Research Methodology - I
  • Management Theories and Perspectives
  • Sustainable Marketing
  • Principles of Marketing
  • Management Planning and Control

Journal(Article)

  • Gordon?Wilson, S., Modi, P., & Eastman, J. K. (2022). Values, personality traits, and packaging?free shopping: A mixed?method approach. Business Ethics, the Environment & Responsibility, 31(2), 546-561.
  • Modi, P., & Sahi, G. K. (2021). Who gets the money? Strategic orientations and resource attraction by not-for-profit organizations. Journal of Nonprofit & Public Sector Marketing. https://doi.org/10.1080/10495142.2021.1926044
  • Eastman, J. K., Iyer, R., Eastman, K. L., Gordon?Wilson, S., & Modi, P. (2020). Reaching the price conscious consumer: The impact of personality, generational cohort and social media use. Journal of Consumer Behaviour.
  • Eastman, J. K., Iyer, R., Eastman, K.L., Gordon-Wilson, S., & Modi, P. (2020). Reaching the price conscious consumer: The impact of personality, generational cohort and social media use. Journal of Consumer Behaviour. DOI: 10.1002/cb.1906
  • JK Eastman, Pratik Modi, and S. Gordon Wilson (2020), "The impact of future time perspective and personality on the sustainable behaviours of seniors", Journal of Consumer Policy, 43(2), pp: 275-294
  • Stacey Li, Pratik Modi, Meng-Shan Wu, Chen-Hao, and Bang Nguyen (2019), "Conceptualizing and validating the social capital construct in consumer-initiated online brand communities (COBCs)", Technological Forecasting and Social Change, 139(2), pp. 303-310.
  • Mohanty, N., Biswas, S.N., Mishra, .P., Modi, P. (2018). Designing message for fluorosis mitigation behaviour change: Role of Message framing and perceived Risk. Health Marketing Quarterly, 35(4), 280-397.
  • Li, S., Modi, P., Wu, M. S. S., Chen, C. H. S., & Nguyen, B. (2019). Conceptualising and validating the social capital construct in consumer-initiated online brand communities (COBCs). Technological Forecasting and Social Change, 139, 303-310.
  • Mohanty N., Biswas S.N., Mishra D., Modi P. (2018), :Designing messages for fluorosis mitigation behavior change: Role of message framing and perceived risk", Health Marketing Quarterly
  • Ateeq Shaikh, Pratik Modi, Vanita Yadav, and Prashant Kumar (2018), "A Paradigmatic and Methodological Examination of Market Orientation Research". The Marketing Review, 18(3), 368-401; September 1, 2018.
  • Singh, R., Modi, P., Gupta, V., & Sur, A. (2018). Digital Empowerment Foundation`s Chanderiyaan Project: linking the poor producers with the market using ICT. Emerald Emerging Markets Case Studies, 8(3), 1-24.
  • Pratik Modi and Gurjeet Kaur (2018) "The Meaning and Relevance of Internal Market Orientation in Nonprofit Organisations", The Service Industries Journal, 38(5-6). https://doi.org/10.1080/02642069.2017.1376660
  • Pratik Modi and GK Shahi (2018) , "Towards a greater understanding of the market orientation and internal market orientation relationship, Journal of Strategic Marketing
  • Modi, P., & Sahi, G. K. (2017) Toward a greater understanding of the market orientation and internal market orientation relationship. Journal of Strategic Marketing, 26(6), 532-549, http://dx.doi.org/10.1080/0965254X.2017.1318943
  • Singh R, Agarwal S and Modi P (2015) "Market Separations for BOP Producers: The case of Market Development for the Chanderi Cluster Weavers in India" International Journal of Rural Management II(2) 175-193
  • Wilson, SG and Modi, P (2015) Personality and Older Consumers Green Behaviour in the UK", Futures,Vol. 71, pp 1-10.
  • Modi, P (2012) "Rural Marketing: Marketing to the Rural, Poor, or Disadvantaged Consumers" (Guest Editorial to the Special Issue), International Journal of Rural Management, 8 (1/2), 3-5.
  • Modi, P (2012), "Market Orientation in Nonprofit Organizations: Innovativeness, Resource Scarcity, and Performance", Journal of Strategic Marketing, 20 (1), 55-67.
  • Modi, P (2012), "Measuring Market Orientation in Nonprofit Organizations", Journal of Strategic Marketing, 20 (5), 447-460.
  • Modi, P and Mishra, D (2010), "Conceptualising Market Orientation in Nonprofit Organisations: Definition, Performance, and Preliminary Construction of a Scale"," Journal of Marketing Management, 26 (5-6), 548-569.
  • Modi, P and Mishra, DP (2010) "Conceptualizing Marketing Variation in Non-Profit Organizations: Definition Performance, and Preliminary Construction of a Scale", Journal of Marketing Management, 26(5-6), pp. 548-569.
  • Modi, P: Mishra, DP: Gulati, H and Murugesan, K (2009), "Uttarakhand Cooperative Federation: Can It Help the Horticulture Farmers," Vision-The Journal of Business Perspective, 13 (2), 53-61.
  • Modi, P (2009), "Rural Marketing: Its Definition and Development Perspective, International Journal of Rural Management", Vol. 5 (1), pp. 91-104.
  • Modi, P (2008), "Vanraj Mini-Tractors: Is Small Beautiful?," Asian Case Research Journal, 12 (2), 141-160.

Article in reputed national newspaper and EPW

  • Pratik Modi and Indrani Talukdar (2019), SHG schemes fail or succeed on market linkages; May 3

Chapters in Edited Books

  • Pratik Modi (2012), Market orientation in nonprofit organizations: innovativeness, resource scarcity, and performance", Competitive Intelligence, Analysis and Strategy: Creating Organisational Agility", (Edited by Sheila Wright) Routledge (UK), pp. 194-206.

Conference

National
  • Pratik Modi Presented paper with Satyendra Nath Mishra and Nilamadhav Mohanty on The missing market orientation in livelihood programmes of the development sector: A case of right diagnosis but wrong pills at the 9th ISDSI international conference, Goa Institute of Management; January 2-4, 2016.
  • Pratik Modi presented a paper on Internal Market Orientation: The Missing Link between Market Orientation and Performance at the 5th IIMA Conference on Marketing in Emerging Economies at the Indian Institute of Management, Ahmedabad; January 9-11, 2013.
  • Pratik Modi presented a paper on Internal Market Orientation: Construct Validation and Scale Finalization for Nonprofit Organizations at the International Conference on Marketing in Emerging Economies: An Agenda for the Next Decade, Amritsar; December 15-16, 2012.
  • Pratik Modi " Best Research Paper Award"for his paper" Marketing orientation in Non-profit Organisations: Innovativeness, resource scarcity, and performance"" at the Academy of Marketing Conference 2011, hosted by the University of Liverpool at the competitive intelligence analysis & strategy track of the Academy of Marketing Conference 4-7 July 011

Workshop Reports

  • WR#28
    IDRC-TTI Consultative Workshop on Voluntary Sector in India: Challenges, Opportunities and Voices from the Field
    Author(s): Mathew Cherian, Anupama Datta, Pratik Modi
    Jun-2013

MDP-Coordinated

  • Market Linkages and Business Planning for FPOs for Department of Agricultural Marketing and Agri Business, Tamil Nadu, (June 29 - July 1, 2022)
  • Institutionalization of Decentralized Stakeholder Owned Planning Systems for Gujarat Council of School Education - Samagra Shiksha, (May 30 - 31, 2022)
  • Market Linkages and Business Planning for FPOs, (March 2 - 4, 2022)
  • Effective Marketing Practices, (October 12 - 16, 2020)
  • Strategic Marketing Planning for Indofil Industries Limited, (February 18 - 21, 2020)
  • Managerial Effectiveness for Superior Performance, (October 3 - 5, 2019)
  • Sales Effectiveness and Leadership Skills, (August 28 - 30, 2019)
  • Strategic Inventory Management, (August 8 - 9, 2019)
  • Managerial Effectiveness for Superior Performance, (July 17 - 19, 2019)
  • Marketing Management Appreciation Programme for Dairy Sector, (June 26 - 28, 2019)
  • Marketing of Milk and Milk Products in Turbulent Times for NCDFI, (March 6 - 9, 2019)
  • Strategic Inventory Management, (November 22 - 23, 2018)
  • Sales and Marketing Programme for Dairy Unions, (June 27 - 29, 2018)
  • Sales and Marketing Programme for Dairy Unions, (April 10 - 12, 2018)
  • Effective Selling Skills, (November 8 - 9, 2017)
  • Preparing Yourself for Sales Leadership Role, (August 29 - 31, 2017)
  • Inventory Management, (August 10 - 11, 2017)
  • Effective Selling Skills, (January 27 - 28, 2017)
  • Reducing the Bull-Whip Effect in Distribution Channel of Milk-Products, (December 10 - 10, 2016)
  • Preparing Yourself for Sales Leadership Role, (July 29 - 30, 2016)
  • Effective Selling Skills, (January 11 - 13, 2016)
  • Seminar on Rural Marketing, (January 7 - 7, 2015)
  • Effective Selling Skills, (December 3 - 5, 2014)
  • Distribution and Channel Management, (September 6 - 8, 2012)
  • Effective Selling Skills, (August 30 - September 1, 2012)
  • Understanding Rural Markets, (June 7 - 9, 2012)
  • Rural Marketing Skills, (May 3 - 5, 2010)

MDP-Instructed

  • Report Writing and Storytelling for Reliance Foundation, (February 25 - March 1, 2022)
  • Project Management and Leadership Skills for Rural Livelihood Projects for the Key Staff of SRIJAN, (December 20 - 24, 2021)
  • Madhyama-1 Programme for IndianOil Institute of Petroleum Management, (September 23 - 30, 2021)
  • Conflict Management for Indian Oil Corporation Limited, (July 26 - 30, 2021)
  • Conflict Management for Indian Oil Corporation Limited, (June 8 - 12, 2021)
  • Effective Talent Management for High Performance, (November 6 - 8, 2019)
  • General Business Management Programme for National Dairy Development Board, (September 2 - 21, 2019)
  • Enhancing Personal and Interpersonal Effectiveness, (August 21 - 23, 2019)
  • General Business Management Programme for National Dairy Development Board, (July 22 - August 10, 2019)
  • Design, Evaluation and Execution of Projects for National Statistical Systems Training Academy, (July 1 - 5, 2019)
  • Design, Evaluation and Execution of Projects for National Statistical Systems Training Academy, (March 11 - 15, 2019)
  • Effective Talent Management for High Performance, (December 13 - 15, 2018)
  • Enhancing Personal and Interpersonal Effectiveness, (November 27 - 29, 2018)
  • General Business Management Programme for National Dairy Development Board, (October 8 - 27, 2018)
  • Executive Development Programme for Fullerton India Credit Co. Ltd. (Term-3), (October 5 - 13, 2018)
  • Financial Modeling Using MS-Excel, (July 25 - 27, 2018)
  • General Business Management Programme for National Dairy Development Board, (July 16 - August 4, 2018)
  • Winning Negotiation Strategies, (July 12 - 14, 2018)
  • Executive Development Programme for Fullerton India Credit Co. Ltd. (Term-2), (July 9 - 14, 2018)
  • Executive Development Programme for Fullerton India Credit Co. Ltd. (Term-1), (April 16 - 21, 2018)
  • General Management and Leadership Programme (GMP), (February 26 - March 10, 2018)
  • Design, Evaluation and Execution of Projects for the Officers of Indian Statistical Service, (January 22 - 26, 2018)
  • General Management Programme for NBCFDC, (September 25 - 27, 2017)
  • MDP for Managing Directors and Senior Officers of State Channelising Agencies (SCAs) of NBCFDC, (October 6 - 7, 2016)
  • MDP for the Executives of Fullerton India - Term 3 (On campus), (July 11 - 16, 2016)
  • Strengthening Dairy Leadership and Organizational Excellence, (June 13 - 17, 2016)
  • Concurrent Monitoring and Evaluation of Schemes - Responsibilities of Implementing Partners for Indian Forest Service Officers, (June 9 - 10, 2016)
  • Strengthening Dairy Cooperative Leadership, (April 25 - 27, 2016)
  • Strengthening Dairy Leadership and Organizational Excellence, (March 28 - April 1, 2016)
  • Strengthening Dairy Cooperative Leadership, (March 15 - 17, 2016)
  • MDP for the Executives of Fullerton India- Term 2 (On campus), (March 7 - 12, 2016)
  • Impact Evaluation, (March 1 - 5, 2016)
  • International Management Appreciation Programme for Voluntary Agencies (VOLAG-MAP), (October 5 - 23, 2015)
  • IRMA Impact Evaluation Summer School 2015 (A Training Programme to Build Research Capacity in Impact Evaluation, (May 18 - 23, 2015)
  • General Management Programme (GMP), (January 19 - February 7, 2015)
  • Practical Answers to Poverty - Marketing of Rural Products, (October 14 - 17, 2014)
  • Corporate Social Responsibility and Development, (March 18 - 20, 2013)
  • General Management Programme, (February 25 - March 16, 2013)
  • 21st International Management Appreciation Programme for Voluntary Agencies, (November 19 - December 14, 2012)
  • Rural Livelihoods and Poverty Alleviation, (March 19 - 22, 2012)
  • 20th International Management Appreciation Programme for Voluntary Agencies (VOLAG-MAP), (November 14 - December 9, 2011)
  • Strategic Management: Essential Concepts for Managers, (March 28 - 31, 2011)
  • Management Appreciation Programme for the Officers of Rural Development Department, Government of Andhra Pradesh, (January 3 - 8, 2011)
  • Enhancing Managerial Effectiveness for SEWA Bank Managerial Cadre, (December 13 - 18, 2010)
  • Nineteenth International Management Appreciation Programme for Voluntary Agencies (VOLAG-MAP 2010), (November 15 - December 10, 2010)
  • Management Appreciation Programme for the Officers of Rural Development Department, Government of Andhra Pradesh, (October 10 - 15, 2010)
  • Creation and Management of Co-operative Enterprises or Business Ventures, (April 19 - 23, 2010)
  • Management Appreciation Programme for Voluntary Agencies (VOLAG-MAP), (November 16 - December 11, 2009)

Research and Consulting

Completed
  • Evaluation of &Bottom 20& strategy under MGNREGA in Meghalaya (Member)
  • Marketing Strategy for Improving Our Image as a Best Hospital at Competitive Medicare Costs in Our Area (Coordinator)
  • Bagayatdar Study (Member)
  • Impact Assessment Study of MG-NREGA of Sikkim (Member)
  • National Dairy Plan I (Member)
On going
  • Developing a Comprehensve Plan for marketing of milk and milk products (Coordinator)
  • Development & delivery of decentralized planning module development & capacity building (Member)

Faculty Recognition

  • Member of ad-hoc committee for DeNovo status application [2016]
  • Invited as a resource person on Structural Equation Modeling for a workshop on "Research Methodology" at the Centre for Advanced Research Studies (CARS), Ganpat University; [2016]
  • Member of Board of Studies, Sakalchand Patel University, Visnagar [2016]
  • Pratik Modi participated in the post-doctoral "Lugano Summer School of Systems" (organized and conducted by Prof. Werner Ulrich and Prof. Peter Checkland Thinking) at the University of Italian Switzerland, Lugano; June 18-29, 2012. [2012]