Faculty Profile

Profile Summary

• I am currently on lien from IRMA and leading the School of Management at BML Munjal University as the Dean & Director. Prior to this, I served as Dean (Faculty) at IRMA while continuing as a Professor of Marketing. I was also associated with Portsmouth Business School, UK, as a Research Fellow and Visiting Fellow.

  A passionate researcher, I have a robust track record of publications in top-tier international journals and have secured substantial research grants from organizations such as IDRC-TTI, UNICEF, ICSSR, and the University of Portsmouth. My consulting portfolio includes several state and central governments, multilateral agencies, and leading MNCs. Throughout my leadership roles, I have spearheaded strategic initiatives and policy reforms that resulted in significant institutional transformation and growth.

  I specialize in teaching a wide range of courses including Rural Marketing, Marketing Strategy, Marketing Theory, Service Marketing, Marketing Research, Social and Nonprofit Marketing, Marketing Management, Philosophy of Social Science & Theory Construction, Structural Equation Modeling, and Quantitative Research Methodology courses, catering to postgraduate (PGP) and doctoral students.

  My research works have been published in a variety of international peer-reviewed journals, such as:

  • Industrial Marketing Management
  • Technological Forecasting & Social Change
  • Annals of Operations Research
  • Journal of Marketing Management
  • Journal of Consumer Behaviour
  • Marketing Intelligence & Planning
  • Journal of Strategic Marketing
  • International Journal of Manpower
  • The Service Industries Journal
  • Futures
  • Journal of Consumer Policy
  • Health Marketing Quarterly
  • International Journal of Rural Management
  • Emerald Emerging Markets Case Studies
  • Asian Case Research Journal, among others.

  Beyond my professional career, I have diverse interests. I am an ex-professional tennis player, a government-certified rock climber, a trained Hindustani classical singer, and an experienced Himalayan survival trekker. I also enjoy reading books spandning literature, science, history, arts, and society.

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

   

   

Awards

• • Convener of 24^th Convention of the Strategic Management Forum of India to be held on the IRMA Campus during 21-23 December 2022.
  • Winner of 3^rd 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 7^th 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 43^rd 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 (sponsored by Journal of Strategic Marketing – Routledge) in the competitive intelligence analysis & strategy track of the Academy of Marketing Conference 2011 hosted by the University of Liverpool from 4-7 July 2011 (http://www.academyofmarketing.org/conference-tracks/cimpetitive-intelligence-analysis-and-strategy.html).

   

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

   

  • Best Reviewer Award 2009 from the Journal of Research Practice (Athabasca University Press, Open Access Journal, http://jrp.icaap.org/index.php/jrp/about/editorialTeam).

   

  • Best Reviewer Award 2011 from the Journal of Research Practice (Athabasca University Press, Open Access Journal, http://jrp.icaap.org/index.php/jrp/article/view/286/244).

   

  • 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 7^th 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 8^th international consortium of students in management research (COSMAR 2008) organized by the Indian Institute of Science (IISc), Bangalore from 20-21 November 2008.

   

Courses

• Managerial Analysis and Communication

• Marketing Management

• Social Marketing

• Services Marketing

• Strategic Marketing and Planning

• Management and Marketing Services

• Marketing Strategy

• 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. 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

• 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, .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.

• 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

• 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

• Pratik Modi and GK Shahi (2018) , "Towards a greater understanding of the market orientation and internal market orientation relationship, Journal of Strategic Marketing

• 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

• Senior Executive Development Programme for SMFG India Credit Co. Ltd. (Term-3), (January 2 - 10, 2025)

• Strategic Marketing for BASF India Limited, (August 26 - 29, 2024)

• Executive Certificate in Business Leadership for Fullerton India Credit Co. Ltd. (Term-3), (July 3 - 11, 2023)

• Executive Effectiveness in Public Organizations for Lok Sabha Secretariat, Parliament of India, (June 5 - 9, 2023)

• Executive Effectiveness in Public Organizations for Lok Sabha Secretariat, Parliament of India, (May 15 - 19, 2023)

• Executive Certificate in Business Leadership for Fullerton India Credit Co. Ltd. (Term-2), (April 3 - 8, 2023)

• Quantitative Research Methods, (March 9 - 11, 2023)

• Project Management for Managers of ChildFund India, (December 28 - 30, 2022)

• Report Writing and Storytelling for Reliance Foundation, (December 2 - 6, 2022)

• Writing Bootcamp for Development Professionals, (November 28 - 30, 2022)

• Report Writing and Storytelling for Reliance Foundation, (November 11 - 15, 2022)

• Conflict Management for Indian Oil Corporation Limited, (November 7 - 11, 2022)

• Team Building and Organizational Effectiveness for Senior Managers of Jharkhand State Livelihood Promotion Society, (October 10 - 15, 2022)

• Effectively Managing Self, Others, and Task Outcomes for Directorate of Animal Husbandry, Kerala, (September 19 - 23, 2022)

• Executive Effectiveness in Public Organizations for PRIDE, (September 19 - 22, 2022)

• Report Writing and Storytelling for Reliance Foundation, (September 16 - 20, 2022)

• Team Building and Organizational Effectiveness for Senior Managers of Jharkhand State Livelihood Promotion Society, (September 12 - 17, 2022)

• Team Building and Organizational Effectiveness for Senior Managers of Jharkhand State Livelihood Promotion Society, (September 5 - 10, 2022)

• Effectively Managing Self, Others, and Task Outcomes for Directorate of Animal Husbandry, Kerala, (August 29 - September 2, 2022)

• Training for Area Managers of Tata Trusts (Campus Connect-1), (August 17 - 28, 2022)

• Effectively Managing Self, Others, and Task Outcomes for Directorate of Animal Husbandry, Kerala, (August 8 - 12, 2022)

• Report Writing and Storytelling for Reliance Foundation, (June 24 - 28, 2022)

• Report Writing and Storytelling for Reliance Foundation, (May 13 - 17, 2022)

• Report Writing and Storytelling for Reliance Foundation, (April 15 - 19, 2022)

• 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

• Studying the Bottlenecks faced by District Officers engaged in formation of FPOs in Maharashtra (Coordinator)
• UNICEF-Development of Evaluation Capacity of GOG (Member)
• Coastal Pan Study of Unicef - VKPL (Coordinator)
• Assessment Of Training Programme In Different Scheme Of Director Of Agriculture, Government Of Gujarat (Member)
• Mentoring BootCamp of Reliance Foundation FY 2021-22 (Member)
• LIC HFL-IRMA Social Trailblazer Program (Member)
• Development & delivery of decentralized planning module development & capacity building (Member)
• Developing a Comprehensve Plan for marketing of milk and milk products (Coordinator)

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]

• My CV