CURRICULUM VITAE. Education

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1 CURRICULUM VITAE Dr. Richa Agrawal Assistant Professor Department of Management Studies, IIT Madras Chennai Education Year Degree Board/ University Subject % Division I.C.S.E. Delhi Board All Subject Compulsory 78% Ist I.S.C. Delhi Board Economics, Political Science, Geography, 81% Ist Hindi & English B.A. Allahabad Economics, Political University Science, Geography 68% Ist Final Exam held in May 97 M.B.A. MONIRBA Allahabad University Ph. D IIT BOMBAY Specialization in Marketing 68% Ist Thesis topic: Customers Relational Behavior in a Psuedo-Relationship Context Distinctions and Awards Selected by Asian Productivity Organization (APO), Tokyo to represent India in the Study Meeting on Customer Relationship Management Project No. 10-RP- 50-GE-STM-B; organized jointly by APO and Korean Productivity Council (KPC) December , Mokpo, Republic of Korea. Selected for receipt of Travel Grant by AICTE for attending the Australia New Zealand Marketing Academy Conference 2008, Sydney, Australia. First recipient of the National Doctoral Fellowship in Management awarded by All India Council for Technical Education, a Ministry of HRD undertaking. Scored a CPI of 9.75/10, highest ever at SJM SOM, IIT Bombay. Qualified U.G.C. (NET) examination held in June 1999 Position holder in Economics and Geography (BA, University of Allahabad) Work Experience Working as Assistant Professor at the Department of Management Studies, Indian Institute of Technology Madras, INDIA Assistant Professor: Mudra Institute of Communications Ahmedabad (MICA), since July 2007 March Assistant Professor: Prestige Institute of Management and Research, Indore, July July 2003.

2 Visiting faculty to National Institute of Design, Ahmedabad, INDIA Visiting faculty to Goa Institute of Management, Goa, INDIA Research and Publication* International publications include 12 research papers and cases that have been published in the journal of Marketing Review, Asian Journal of Marketing, book on Global Marketing: Foreign Entry, Market Development and Strategy Implementation Global Marketing by Michael R Czinkota from Canada; Proceedings of refereed international conferences like the AMA Summer Educators conference, the Academy of Marketing Science conferences, World Marketing Congress, ANZMAC etc. National publications include more than 20 research papers and cases that have been published in the journal of Management and Labour Studies by XLRI, Udyog Pragati by NITIE, book on Case Method in Management Education and Training, the Smart Manager, Proceedings of conferences organized by IIM Ahmedabad, IIM Bangalore etc. Co-author of 2 books (edited). Cases cleared by the European Case Clearing House (ECCH) (*Detailed publication list attached later) Recent Submissions for Publication 1. Determinants of Customers Interaction Satisfaction (Empirical investigation in a pseudo-relationship context) Journal of Consumer Behavior. 2. Determinants of Customer Loyalty: A Review, the journal of Marketing Review. 3. Consumer Sentiments in India: The Impact of Age and Gender, South Asian Journal of Management. Ongoing Research Work 1. Privacy Behaviors in Social Networking Contexts: A Cross-Cultural Study in collaboration with Dr. Pushkala Raman, School of Management, TWU, USA 2. Measuring Customers Relational Behavior: Scale Development Services Rendered to the Profession Reviewer, Principles of Marketing (Book) by Philip Kotler, Gary Armstrong, Praffula Y Agnihotri and Ehsan ul Haque, 13 th Edition, 2010, Prentice Hall, New Delhi. Facilitator, Quality Improvement Program (QIP) on Marketing: The Recent Advancements, March 19, 2010, FMS BHU, Varanasi, INDIA. Facilitator and workshop coordinator, Case Writing Workshop, May 4-8, 2009, Mudra Institute of Communications, Ahmedabad. Reviewer for AMA Summer Marketing Educators Conference 2008, on Unleashing the Power of Marketing to Transform Consumers, Organizations, Markets, and Society, August 8-11, 2008 San Diego, CA, USA.

3 Reviewer for Australian and New Zealand Marketing Academy Conference (ANZMAC) 2008, December 1-3, 2008, Sydney, Australia. Conducted training session on CRM for Indian Postal Services Department at GPO Mumbai, for Marketing of Services Training Program organized by NMIMS University, April Session chair for the session on Customer Service and Satisfaction at the 8 th Triennial Retailing Conference 2006 on Strategic Planning in Uncertain Times, The Academy of Marketing Science and The American Collegiate Retailing Association November 1-4, Orlando, Florida USA. Organizing Secretary for the Fifth PIMR National Conference, Prestige Institute of Management and Research, Indore January 30-31, Assistant Editor, PJMR from July 2000 to July 2003; Cases in Management an Indian Perspective, PIMR Monograph Series May, Coordinator, 5 th, 6 th, 7 th and 8 th National Case Writing workshops, PIMR, Indore and AIMS (Association of Indian Management Institutes), Professional Programs, Conferences Conventions Attended Study Meeting on Customer Relationship Management, Project No. 10-RP-50-GE- STM-B; Asian Productivity Organization and Korean Productivity Council, December , Mokpo, Republic of Korea. 2 nd Indian Consumer Mindscapes Conference, Technopak, New Delhi, April International Conference on Brand Building, Brand Summit 2008, Hyderabad, February 1-2, FDP on Advances in Marketing, IIM Kozhikode, Kozhikode December 03-08, First Research Proposal Writing workshop, IIM Ahmedabad, Ahmedabad September 18, Workshop on Training Methods for Management Educators, Nirma Institute of Management, Ahmedabad December 25-28, Areas of Academic Interest Teaching interests Relationship Marketing (CRM) Customer Insight Advantage India s Consumer Market Consumer Behavior Research interests Customer relationships - interactions & behaviors Consumer behavior insights and consuming cultures Relational communications & content Contemporary marketing areas: Shopper marketing, green marketing, luxury marketing.

4 Correspondences Dr.Richa Agrawal Department of Management Studies IIT Madras Guindy Chennai Tamil Nadu INDIA Tel: (O) (R) Fax: Mobile: List of Publications Publications in International Journals Gaur S S and Richa Agrawal Service Quality Measurement in Retail Store Context: A Review of Advances Made Using SERVQUAL and RSQS, the Marketing Review, Vol. 6 (4), pp , (2007). Gaur S S and Richa Agrawal Validation of the Consumer Sentiment Scale: Evidence from India, Asian Journal of Marketing, Vol. 12 No.1 pp , (2007). Agrawal Richa and S S Gaur. Consumer Sentiments in India: The Impact of Age and Gender, revised and submitted for publication in the South Asian Journal of Management. Case Studies Agrawal, Richa Threat of a Me Too Perception: A Case of Café Coffee Day, the Marketing Review Journal, Vol. 9 No. 3 pp , (2009). Srivastava, Mala, Richa Agrawal, S Parashar, SL Kalia and Y Thakur Tri Star International*, Global Marketing: Foreign Entry, Market Development and Strategy Implementation by Michael R Czinkota, Iikka A Ronkainen, Carlyle Farrell and Ronald Mctavish, First Canadian Edition, Nelson Education Publications in International Conference Proceedings Agrawal, Richa Exploring Customers Feelings and Responses toward Relational Ads, Proceedings, Australian and New Zealand Marketing Academy Conference (ANZMAC) 2008, December 1-3, 2008, Sydney, Australia. Agrawal, Richa and S S Gaur Customers Interaction Satisfaction in a Pseudorelationship Context, Proceedings, Journal of Consumer Satisfaction/Dissatisfaction and Complaining Behavior Conference, June 23-27, 2008 Las Vegas, Nevada, USA.

5 Agrawal, Richa and S S Gaur Customers Relational Behavior in a Pseudorelationship Context. American Marketing Association. Conference Proceedings. Chicago: Summer Vol. 18 pg. 292 Agrawal, Richa and S S Gaur Impact of Money Attitude on Compulsive Buying Behavior: A Study of School-children Receiving Pocket Money in India, Proceedings, 2 nd IIMA Conference on Research in Marketing 2007, Indian Institute on Management Ahmedabad, January 3-5, 2007 Ahmedabad India. Agrawal, Richa and S S Gaur Measuring Retail Service Quality in India: An Empirical Investigation of SREVQUAL and RSQS, Proceedings, 8thTriennial Retailing Conference 2006, The Academy of Marketing Science and The American Collegiate Retailing Association November 1-4, 2006 Orlando Florida USA. Agrawal, Richa and S S Gaur Validation of Consumer Sentiment Scale in Indian Context, Proceedings, 2006 AMS/KAMS Cultural Perspectives in Marketing Conference, The Academy of Marketing Science, Korean Academy of Marketing Science and the Hanyang University, July 12-15, 2006 Seoul South Korea. Agrawal, Richa and S S Gaur A Review of the Determinants of Customer Loyalty, Proceedings, 12th Biennial World Marketing Congress 2005, The Academy of Marketing Science and Marketing Center Muenster, University of Muenster, July Muenster Germany. Agrawal, Richa and Santosh Dhar Age and Internet Usage as Determinants of Exploratory Tendency, Proceedings, International Conference on Marketing of Technology Oriented Products and Services; Indian Institute of Management, Bangalore, Dupree College of Management, Georgia Tech, Atlanta USA and The Academy of Marketing Science, December 27-28, 2002 Bangalore India. Publications in National Journals Agrawal, Richa and Vinay Patangia Need for Cognition as Determinants of Response to Rational and Emotional Ad Appeals, Management and Labour Studies, Vol. 28, No. 3, August Misra, Rajnish K and Richa Agrawal Purchase Decision Involvement: An Exploratory Study on Consumer Values, Management and Labour Studies, Vol. 30, No. 2, May Agrawal, Richa and Sapna Parashar Television Commercials: A Question of Believability, Udyog Pragati Special Issue on Marketing, July-August Case Studies Agrawal, Richa and Gayatre Pillai Balaji Wafers: A Quest for New Horizons, IMI-Disha, Vol. 2 No. 1, pp (April 2009). Agrawal, Richa, S Parashar, M Kumar and M Prakash Dynadrives at Cross Roads* Dhar, Santosh, Richa Agrawal, S Johri, S Parashar and R Jangalwa Mast Tamatar, The Smart Manager Vol. 3 issue 2, April-June (Case used in the TCS- Smart Manager Case Contest 2004).

6 Srivastava, Mala, Richa Agrawal, and P Mishra Venturing into HCV Segment (case of EML)*, PJMR Vol. 5 No. 1, April (Case was used in PIMR-EICHER Inter-Institute Case Study Competition 2001). Dhar, Santosh, Richa Agrawal, S Johri, S Parashar and R Jangalwa Radio Mirchi - A Success Story* Srivastava, Mala, Richa Agrawal, S Parashar, S S Menon and M Ali Competition Ahead: VSNL at Cross Roads* Srivastava, Mala, Richa Agrawal, S Parashar, SL Kalia and Y Thakur Excel Exports: The Dilemma of Entering Domestic Market * Publications in National Conference/Convention Proceedings Impact of Ambiences on Consumer Buying Behavior with Special Reference to Women Ready-made Garments, Proceedings, the XXXIII National Convention of ISTD on Human Resource Strategies for Sustainable Growth, ISTD, December 6-8, Chapters in Books Agrawal, Richa and Sapna Kesari Income and Purchase Intention as Determinants of Consumer Involvement for the Purchase of Life Insurance Policies; in Changing Trends in Management: Challenges and Opportunities (Eds.) Dhar Upinder, Santosh Dhar and Richa Agrawal, Agrawal, Richa and Sapna Parashar Gender and Occupation as Correlates of Purchase Decision Involvement with Special Reference to Footwear; in Strategic Marketing in the Global Economy (Eds.) Manoj Kumar and Prashant Mishra, Agrawal, Richa and Anshu Arora Age and Gender as Determinants of Attitude towards Television Commercials; in Local Champions to Global Masters: Mobilising for Growth (Eds.) Upinder Dhar, Santosh Dhar and Mala Srivastava, Parashar, Sapna and Richa Agrawal Coupon Proneness: A Study of Consumer Susceptibility; in Local Champions to Global Masters: Mobilising for Growth (Eds.) Upinder Dhar, Santosh Dhar and Mala Srivastava, Books Changing Trends in Management: Challenges and Opportunities, (Eds.) Upinder Dhar, Santosh Dhar and Richa Agrawal. Excel Books: New Delhi, Cases in Management: An Indian Perspective, PIMR Monograph Series, Upinder Dhar, Santosh Dhar and Richa Agrawal *Cases published in - Case Method in Management Education and Training: Text and Illustrations Vol. II 2007; Cases in Management: Glimpses of Indian Situations 2003; Case Method in Management Education, (Eds.) Upinder Dhar and Santosh Dhar. Excel Books: New Delhi, 2002; Cases in Management: An Indian Perspectives 2001; and Prestige Journal of Management and Research. All cases cleared by the European Case Clearing House (ECCH).

7 Invited Presentations in Conferences and Conventions Agrawal, Richa and S S Gaur Service Quality Measurement in Retail Store Context: A Review of Advances Made, International Retailing Conference, 2005, The Academy of Marketing Science, Omer DeSerres Chair of Retailing, Auchan Chair of Retailing, and Reims Management School, Reims France, July 1-2, Agrawal, Richa and S S Gaur Retail Service Quality Measures: A Review and Critique of SERVQUAL & RSQS, International Conference on Retailing and Sourcing, Philadelphia University, USA and Birla Institute of Management Technology, New Delhi India, January 7-8, Agrawal, Richa and Tania Das Strategizing for Growth: A Case Study of Hindustan Motors Limited, Sixth Annual Convention, XLRI Jamshedpur India, April 24-26, 2003.