Prof. Anand Kumar Jaiswal
Professor Jaiswal is Professor of Marketing at Indian Institute of Management, Ahmedabad (IIMA). His research interests include services management, customer satisfaction, customer retention, bottom of the pyramid (BOP) markets, business-to-consumer e-commerce, Innovations and Healthcare Management..
He has been involved in executive training /development programmes with several Indian and multinational corporations such as PepsiCo, Novartis, Fullerton, HDFC Life, Daimler, Quess Corp Limited, Cummins India Limited, Indian Oil Corporation Limited (IOCL), Larsen & Toubro Limited (L&T), Life Insurance Company (LIC), Gorkha Breweries, Hindustan Aeronautics Limited (HAL). He did consulting projects / other assignments for several organizations such as Sanofi-Aventis, Novo Nordisk, Novo Nordisk Region International Operations, General Electric, Institute of Design, Illinois Institute of Technology Chicago, and Research International.
He has also won several awards for his research work. He was given Distinguished Young Professor Award for excellence in research in 2011 at Indian Institute of Management Ahmedabad. He won the International Management Division’s Skolkovo Best Paper Finalist award in 2012 Annual Meeting of the Academy of Management, Boston. He was also nominated for the Gustavson School of Business Award for the ‘Best Qualitative Paper in International Business’ of International Management Division in 2012 Annual Meeting of the Academy of Management, Boston. He won the best paper award in Business Studies in 4th International Conference on Theory & Practice, Adelaide, South Australia, 9th –10th February, 2018...
He won the best case award in 2011 international EFMD (EQUIS) Case Competition in the Indian Management Issues and Opportunities category. In 2013 international EFMD Case Competition he was runner-up in the Indian Management Issues and Opportunities category and received a special Highly Commended mention..
He was selected for the First Biennial Sheth Emerging Scholars Faculty Consortium at Reims, France in 2011. He also won award for ‘Excellence in Management Writing’ at IBS Kolkata and Telegraph Strategy Summit in 2005; the best doctoral student paper award at AIMS International Conference, IIM Calcutta in 2004, and the best paper in marketing award at Doctoral Symposium COSMAR, Indian Institute of Science, Bangalore in 2003..
He has published papers in Journal of the Academy of Marketing Science, Journal of Business Ethics, Long Range Planning, Journal of Interactive Marketing, Journal of Business Research, European Journal of Marketing, Journal of Services Marketing, Journal of Consumer Marketing, Innovations, Organization & Environment, Managing Service Quality (Journal of Service Theory and Practice), Journal of Macromarketing, Marketing Intelligence & Planning, Electronic Markets, International Journal of Bank Marketing, Sustainability, BMC Health Services Research, Social Science & Medicine, Australian Journal of Management, Information Technology for Development, Journal of Academy of Business and Economics, Asian Case Research Journal, Economic & Political Weekly and Decision..
Prof Jaiswal's work in the bottom of the pyramid (BOP) has attracted attention of academicians and practitioners in India and abroad. His first paper providing a different perspective on the bottom of the pyramid has been published in 2008 in the Innovation, a prestigious journal from MIT press. This paper is among the Most Cited Papers of Innovations. He published papers in the BOP and related areas in the Financial Times (FT) 50 journals such as Journal of the Academy of Marketing Science and Journal of Business Ethics. His paper examining the competitive dynamics between MNCs and domestic companies at the bottom of the pyramid markets has been published in Long Range Planning. His other papers in the area of the BOP were published in journals such as Organization & Environment, Sustainability and Journal of Consumer Marketing. He has conducted programmes/assignments on the bottom of the pyramid for several organisations such as Sanofi-Aventis, Novo Nordisk, Novo Nordisk Region International Operations and General Electric (GE)..
He has written international award winning, bestsellers and high impact cases. Two of his cases on Radio Mirchi and Sanofi-Aventis won the best case and runner-up awards in EFMD (EQUIS) international case competition respectively. His four case studies on CavinKare, Cerenity Sanitiser (A) & (B) and Dettol are Bestsellers at Harvard Business Publishing indicating worldwide popularity, adoption and usage of the cases. Over 66000 copies of cases authored by him have been sold during 2015-2023, and the same have been used in over 270 institutes and corporations in more than 55 countries.
Primary Area : Marketing
Secondary Area : Food and Agribusiness
Email : akjaiswal@iima.ac.in
Phone : +91-79-7152 4862
Secretary : Hetal Shah
Phone : +91-79-7152 7772
Website : Personal Website
Fellow, Specialization in Marketing, XLRI Jamshedpur
MBA and other programmes
Doctoral Programmes
Bottom of the pyramid (BOP) Markets
Business-to-consumer e-commerce
Services management
Healthcare Management and Innovation in healthcare
Relationship between service quality, behavioural intentions and firms' performance
Consumer evaluations of brand extension
Professor, Indian Institute of Management Ahmedabad, October 2005-current
Doctoral Candidate, Fellow Programme in Management, XLRI Jamshedpur, June 2001-October 2005.
Worked with AMUL, Anand, Gujrat on quality assurance and operations, 1998-1999.
Fugumobile: Breaking New Grounds in China [Available at IIMA Case Centre]
Discovery IQ by GE: Launching Super Value PET/CT Scanner [Available at Harvard Business Publishing, IIMA Case Centre, Ivey Publishing, Case Centre-ECCH]
ABC Films: Marketing Research on Product Placement (A) [IIMA Case Centre, Case Centre-ECCH]
ABC Films: Marketing Research on Product Placement (B) [IIMA Case Centre, Case Centre-ECCH]
ABC Films: Marketing Research on Product Placement (C) [IIMA Case Centre, Case Centre-ECCH]
GE in India: Changing Healthcare [Harvard Business Publishing, IIMA Case Centre, Ivey Publishing, Case Centre-ECCH]
Aava Natural Mineral Water (A) [Harvard Business Publishing, IIMA Case Centre, Ivey Publishing, Case Centre-ECCH]
Aava Natural Mineral Water (B) [Harvard Business Publishing, IIMA Case Centre, Ivey Publishing, Case Centre-ECCH]
Cerenity Sanitizer: Marketing Research for New Product Launch (A) [Harvard Business Publishing, IIMA Case Centre,Ivey Publishing, Case Centre-ECCH]
Cerenity Sanitizer: Marketing Research for New Product Launch (B) [Harvard Business Publishing, IIMA Case Centre, Ivey Publishing, Case Centre-ECCH]
Prayas by Sanofi-Aventis in India: Making Healthcare Accessible to the Bottom of the Pyramid Radio Mirchi: Marketing Strategy for Kolkata Entry [Harvard Business Publishing, IIMA
Radio Mirchi: Marketing Strategy for Kolkata Entry [HBSP,IIMA Case Centre, Ivey Publishing , Case Centre-ECCH] Case Centre, Ivey Publishing, Case Centre-ECCH]
Radio Mirchi: Redesigning Product for the Banglore Market [This case won the best case award in the EFMD Case Writing Competition in the Indian Management Issues and Opportunities category in 2011] [Harvard Business Publishing, IIMA Case Centre, Ivey Publishing, Case Centre-ECCH]
CavinKare Private Limited: Serving Low Income Consumers[Asian Case Research Journal]
CavinKare Private Limited (A): Challenges of Sustaining Growth and Expanding Business [Harvard Business Publishing, IIMA Case Centre, Ivey Publishing, Case Centre-ECCH]
CavinKare Private Limited (B): Entry into Soaps and Detergents Market [Harvard Business Publishing, IIMA Case Centre, Ivey Publishing, Case Centre-ECCH]
Dettol: Managing Brand Extensions [This is among the Top 20 Most Read publications of Asian Case Research Journal, as on Aug 2014] [Harvard Business Publishing, Ivey Publishing, IIMA Case Centre, Asian Case Research Journal]
Dettol: Marketing Research for Understanding Consumer Evaluations of Brand Extensions [Harvard Business Publishing, Ivey Publishing, IIMA Case Centre]
Note on Brand Extensions [Harvard Business Publishing, Ivey Publishing, IIMA Case Centre]
Barista Coffee Company Limited [IIMA Case Centre]
Parle Bisleri at Crossroads [IIMA Case Centre]
SEWA Trade Facilitation Centre: Designing Roadmap for Business Expansion [IIMA Case Centre]
RUDI Rural Distribution Network of SEWA [IIMA Case Centre]
Uttar Pradesh State Electricity Board: Managing Transitions [IIMA Case Centre, Asian Case Research Journal]
Amul's big pivot: How the dairy major is looking to make a big play in the foods space , Business Today, Nov 2023
Research/consulting projects/Assignments :
General Electric, Novo Nordisk, Novo Nordisk Region International Operations Sanofi Aventis, Oerlikon Textile India Private Limited, Institute of Design, Illinois Institute of Technology Chicago, UNICEF & Jharkhand Government.
Executive training /development programmes :
PepsiCo, Cummins India Limited, Novartis, Indian Oil Corporation Limited (IOCL), Larsen & Toubro Limited (L&T), Life Insurance Company (LIC), Gorkha Breweries, Hindustan Aeronautics Limited (HAL), Fullerton.
Open Enrollment Programmes :
Advanced Data Analysis for Marketing Decisions, Advanced Analytics for Management, Business to Business (B2B) Marketing, Agricultural Input Marketing, International Business, 3TP: Emerging Leaders Programme.
2018 - Best Paper Award in Business Studies for the paper "Investigating the Determinants of Patients' Choice between Private and Public Hospitals among BOP Consumers"
2014 - Awarded Certificate of Excellence in Reviewing by Journal of Interactive Marketing in recognition of an outstanding contribution to the quality of the journal
2013 - Runner-up in the EFMD Case Writing Competition in Indian Management Issues and Opportunities category and also received a special 'Highly Commended' mention
2012 - Skolkovo Best Paper Finalist award for the paper "Competitive Dynamics between MNCs and Domestic Companies at the BoP
2012 - Nominated for the Gustavson School of Business Award for the ‘Best Qualitative Paper in International Business' for the paper "Competitive Dynamics between MNCs and Domestic Companies at the BoP
2011 - Distinguished young professor award for excellence in research
2011 - Best case award in the EFMD Case Writing Competition in the Indian Management Issues and Opportunities category
2011 - Selected for the First Biennial Sheth Emerging Scholars Faculty Consortium at Reims, France
2005 - First prize and an award for "Excellence in Management Writing" for the paper "A Structural Model of Determinants of Online Customer Satisfaction"
2004 - Best paper award for the paper "A Structural Model of Determinants of Customer Satisfaction in Business-to-Consumer E-Commerce"
2004 - Second best paper award for the paper "EXQUAL: A Multiple Item Scale for Measuring Experiential Quality"
2004 - Marketing Science Doctoral Consortium Fellow, June, Rotterdam, Netherlands
2003 - Best paper in marketing award for the paper "Consumer Evaluations of Brand extension: Testing, Generalizing and Extending Aaker and Keller's Model in Indian context"
Professor, Indian Institute of Management Ahmedabad, October 2005-current
Doctoral Candidate, Fellow Programme in Management, XLRI Jamshedpur, June 2001-October 2005.
