Ph.D. (Marketing), MBA (Marketing), Shri Mata Vaishno Devi University.
Email ID: Surabhi.koul@nmims.edu
Teaching Interest:
Marketing Management, Consumer behavior, Retail Management, Brand Management, Rural Marketing.
Current Research Interest:
Innovation at Higher Education, Small Scale Retailing, Business Innovations in the world of disruptions.
Teaching Experience:
3 years
Post Ph.D. Research Experience:
1.2 Years
Research Paper Publications
1.Nayar Burna and Koul Surabhi (2020), "From likes to love: Trust Catalyzing the Digital Romantic Journey”.Global Knowledge, Memory and Communication (Accepted, ABDC – B Category)
2. Nayar Burna and Koul Surabhi (2020), "Blended Learning in Higher Education: A Transition to Experiential Classrooms”. International Journal of Educational Management. (Accepted, ABDC – B Category)
3. Nayar, Burna and Koul, Surabhi (2020), "The Journey from Recall to Knowledge: A comparative study of 3 learning tools – Doodling, Note-Taking and Listening on a student’s Recall Ability”. Journal of Educational Management. Vol. 34 No.1, pp.127-138. (The journal is published byEmerald, Ranked as ABDC – B Category).
4. Koul, S.andJasrotia, S.(2019), "Product adoption by small retailers in India",International Journal of Retail & Distribution Management, Vol. 47 No. 11, pp. 1163-1180.https://doi.org/10.1108/IJRDM-03-2018-0053. (ABDC- A Category)
5.Koul Surabhi, Mishra HG and Jasrotia, Sahil (2019) Product Adoption by BOP Retailers, International Journal of Indian Culture and Business Management. 19(1), pp. 511-66. (The journal is published by Inderscience,Ranked as ABDC, C Category)
6.Jasrotia S, Mishra H and Koul S (2019) Brick or Click? Channel Choice disruptions in Travel Industry. Asia Pacific Journal of Management Research and Innovation. 15(1–2), pp.16–26. (The journal is published bySage, Scopus Indexed)
7.Koul, S., Sinha, P.K. and Mishra, H.G. (2018), "Customer Perceptions of Product Assortment Leading to Store Patronage: A Study of Small Retailers”, International Journal of Business and Emerging Markets, Vol 10, No.2, pp. 147-159. The journal is published by Inderscience; ranked as ABDC Category C Journal; Indexed in Scopus, Cabell's Directory etc. ISSN: 1753-6219.
8.Mishra H.G., Sinha P.K., Koul S, (2017) "Customer dependence and customer loyalty in traditional and modern format stores", Journal of Indian Business Research, Vol. 9 Issue: 1, pp.59-78. The Journal published by Emerald Group of Publishing; ranked as ABDC Category C Journal; Abstracted / Indexed in EBSCOhost, Scopus, ESCI, Proquest etc., ISSN: 1755-4195.
9.Koul, S., Sinha, P.K. and Mishra, H.G. (2017) "Small Retailer Merchandise Decision Making: A grounded theory Approach”, Indore Management Journal (IIM Indore), Vol 9 Issue 1, pp 1-15. The journal is indexed in Indian Citation Index, Index Copernicus etc. and is included in the list of UGC recommended journals.
10.Koul, S., Sinha, P.K. and Mishra, H.G. (2014) "Decision Making Process for Bottom of the Pyramid Consumers: A case of FMCG products”, NMIMS Management Review, 24 (April-May), pp. 89-104. The journal listed in Cabell’s International. ISSN: 0971-1023.
11.Koul, S. and Mishra, H.G. (2013) "Customer perceptions for store attributes: a study of traditional retail stores in India”, Journal of Business & Economics, 5(1) pp. 79-103. The journal is indexed in Scopus, EBSCOhost, Proquest. etc. ISSN: 2075-6909
12.Mishra, H.G. and Koul S. (2014), "Buying Impulsive Trait: An effective Moderator for Shopping Emotions and Perceived Risk”, Journal of Management Research, 14(2), pp. 109–120. The journal is ranked in ABDC as C category journal and is indexed in Scopus, Indian Citation Index, Index Copernicus etc. and is included in the list of UGC recommended journals. ISSN: 0972-5814
13.Mishra, H.G., Sinha, P.K. and Koul, S. (2014) "Impact of Store Atmospherics on customer Behavior: An influence of Response Moderators”, Journal of Business and Management, 20 (1), pp. 45-65. The journal is ranked as ABDC Category C Journal; Abstracted / Indexed in EBSCOhost, Scopus, ESCI, Proquest etc. ISSN: 1535-668X.
14.Mishra, H.G., Sinha, P.K., Singh, S. and Koul, S. (2013) "Impact of consumer social responsibility and brand social responsibility image on brand loyalty”, International Journal of Management Business Research, 4(3), pp. 297- 309
Research Conferences Attended
1. Jasrotia S, Mishra H.G and Koul, S (2018) "Does Country of Origin Affects Purchase Intention? A study of Young Consumers” in 1st PANIITMC, 2018 held at IIT Roorkee on 29 Nov – 2 Dec, 2018.
2.Jasrotia S, Mishra H.G and Koul (2019) "Use of Employer Branding in Organizations for Sustainable Advantage” in Conference on Excellence in Research and Education (CERE), 2018 held at IIM Indore on 3-6 May, 2018.
3.Koul, S., Sinha. P.K and Mishra, H.G. (2017) "Does service really matter: A case of Small retailer”, INDAM, IIM Indore, Indore, 18-20 Dec.
4.Koul, S., Sinha. P.K and Mishra, H.G. (2016) "Customer Perceptions of Product Assortment Leading to Store Patronage : A Study of Small Retailers” ICMC. MICA, Ahmedabad.
5.Sinha, P.K., Mishra, H.G. and Koul, S. (2015) "Small Retailers Merchandise Decision Making: A Qualitative Approach”, 6th Marketing Conference in Emerging Economics, Indian Institute of Management Ahmedabad, 7th-9th Jan.
6.Mishra, H.G., Sinha, P.K. and Koul, S. (2014) "Contribution of Customer Satisfaction to Consumer loyalty in Service Encounters”, Contemporary Issues and Trends in Fashion, Retail and Management: National Institute of Fashion Technology, Hyderabad 2nd – 4thJan. B S Publication Hyderabad, pp. 259-269.
7.Mishra, H.G., Sinha, P.K. and Koul, S. (2014) "Small Assortment by Small Retailers: A grounded Theory Approach”, 8th NASMEI Conference: An International Marketing Conference in India. Great Lake Institute of Management, Chennai 26th -27th Dec., GLIM, pp 130 – 134.
8.Mishra, H.G., Koul, S. and Singh, S. (2013) "Pratishta Industries Limited: A rural Initiative”, 3rd South Asian Management Research and Case Conference. Indian Institute of Management, Bangalore on 27th-29thDec.
9.Mishra, H.G., Sinha, P.K., Koul, S. and Singh, S. (2013) "Changing Consumer Shopping Habits”, International Conference on Research in Marketing. Indian Institute Of technology, Delhi on 21st – 22nd Dec., IIT Delhi, pp 54.
10. Mishra, H.G., Sinha, P.K., Koul, S. and Singh, S. (2013) "Strategy for Profitable Growth: Shalimar Cattle feed Story”, ICBM School of Business, Hyderabad, 9th Nov, ICBM Hyderabad, pp 25-42.
11. Mishra, H.G., Sinha, P.K., Koul, S. and Singh, S. (2013) "Anand Coir Foam Pvt. Ltd. Nidra‘, 4th Asian Invitational Conference on Family Business. Indian School of Business Hyderabad, 1st Feb.
12. Mishra, H.G., Sinha, P.K., Koul, S. and Singh, S. (2013) "Pratishta Industries Limited: A rural Initiative”, ISB- IVEY Global Case Competition Hyderabad.10th Aug.
13. Mishra, H.G., and Koul, S. (2013) "Relationship between customer attitudes and buying behavior for ready to eat (RTE) product in Jammu region”, 16thNirma International Conference on Management: Marketing: Changing Perspectives, Paradigms and Practices NIRMA University, Gujarat. pp 73-81.
14. Mishra, H.G., and Koul, S. (2012) "The pearl in the Shell – A Qualitative Study for Subsistence Market”, 2nd International Marketing Conference in- MARCON, Indian Institute of Management, Kolkata. 27th-29th Dec.
15. Mishra, H.G., and Koul, S. (2012) "Role of Brand Ambassadors on consumer Buying Behavior”, 2ndInternational Marketing Conference in- MARCON, Indian Institute of Management Kolkata. 27th-29th Dec.
16. Mishra, H.G., Singh, S. and Koul, S. (2012) "Retail Market Potential for Youth Brand Apparel”, Industry Academia Summit 2012, Faculty of Management Studies, Banaras Hindu University, Varanasi.12th- 13th Oct. New Delhi, Excel India Publishers, pp 70-81.
Projects worked on:
1. Development of a standard Healthcare Index measuring all Indian states. (IIMA and OPPI Study).
2. Does a CSR activity of the Indian Firms Facilitate market development at the Bottom of the Pyramid? An Empirical Investigation (IIM C Study)
3. Impact of Foreign Direct Investment (FDI) on Retail in Jammu, J&K (AICTE Sponsored)
