Faculty

Research Projects Undertaken

• A qualitative research based on ZMET conducted and analyzed for Ice cream manufacturer based out of central India to generate consumer insights and loyalty patterns and help them grow nationally. 
• Focus group discussion for Dominos to understand the evolving consumer tastes and satisfaction levels
• Focus group discussions for brand Mee-Mee to understand in fact care category, needs and attitudes to help company penetrate the market
• Stakeholder conversations to design internal branding for dealers and distributors at Usha Group. 
• Researched for a case study in the area of "Corporate Social Responsibility" funded by UNDP-CII-AICTE on "Waste Treatment in a government hospital". (December 2003 to October 2004)
• Study the Brand Image of Samsung in CTv Market: Comparison of Samsung, Sony, BPL and LG and formulating the product, brand and advertising strategies for Samsung. Study the Gaps arising in Brand identity and Image
• 2) Focus group study for re-launching of Maruti 800 in
  1) Feasibility study for HP Petrol pumps to open one-stop shops and promotional activities
  Worked on various management consulting projects for their clients including the year 2001
  3) Consumer Study for "All-Out" brand
  4) The Internal branding for Usha Group- A study among dealers and wholesalers
  5) Brand Launch for All Time Fitness in western India
  6) Indian consumer study on their behavior and culture for the launch of NRI Calling Card services

Publications

• "Measurement of Consumer Based Brand Equity for Indian Business Schools", paper published in Journal of Marketing of Higher Education
• "Learning styles across cultures: study of learning styles of students pursuing management education in India", paper published in Management & Change, Volume 13, No. 2, 2009
• "Global Branding for Management Schools: An Indian Perspective" published in Welingkar Research Journal, Volume II, Issue 4, 2004
• "Making Academia-Industry Interface work", paper published in edited book titled Industry-Academia Interface- Perspectives and Practices, The ICFAI University Press, 2008
• "Emerging Challenges to Management Education in Global Economy", paper published in edited book titled "Trends in Sociology- Education, Development & Diaspora". Abhijeet Publications, 2006. pp: 54-71

Case Studies

• Case Study and Teaching note titled "Cafe Coffee Day- Brand Transformation through re-positioning" published with Ivey Publications. Thie case was among top 10 cases at ISB Ivey Global Case Competition 2015 and was given honourable mention
• Case Study titled "Its not just a cup of tea- consumer brand relationships", published by Emerald Emerging Markets Case Studies, Vol 5 Issue 5, pp 1-31
• Case Study and Teaching Note titled "Mahindra Rise: A brand architecture decision",published with Ivey Publications . The case is ranked at #1 at ISB Ivey Global Case Competition 2014 under Marketing category
• Case study and Teaching note titled “Evoe Spring Spa: A Positioning Dilemma”, published with Ivey Publications (9B13A051). The case is ranked at #1 at ISB Ivey Global Case Competition 2013 case competition
• Aggarwal Ashita, Mody Pallavi, "A day is life of Pamella Chopra: A study of socio cultural aspects and its impact on consumption in Urban upper class in India", published under ECCH, 2014. Teaching note supporting the case published
• Sharma Ashita Aggarwal, Mody Pallavi, “A day in the life of Leela Jadhav: A study of socio cultural aspects and its impact on consumption in Urban Indian Slums, published under ECCH, March 2012, (512-030-1). Teaching note supporting the case published
• Mody Pallavi, Sharma Ashita Aggarwal, “A day in the life of Aditi Mehta: A study of socio cultural aspects and its impact on consumption in Urban Middle Class”, published under ECCH, December 2011, (511-100-1). Teaching note supporting the case published.
• Edited Case Study titled, “Marico Nihar Shanti Amla: Repositioning to gain market share” along with the critical review and teaching note published in an edited book titled Case Studies in Marketing Effectiveness: Selected entries from SMIA 2012, SPJIMR Publications
• Edited Case Study titled, “Tata DoCoMo: Brand Communication for launching a new brand” along with the critical review and teaching note published in an edited book titled Case Studies in Marketing Effectiveness: Selected entries from SMIA 2012, SPJIMR Publication
• Edited Case Study titled, “Mahindra Motorcycles- Creating milestone at every step” along with the critical review and teaching note published in an edited book titled Case Studies in Marketing Effectiveness: Selected entries from SMIA 2011, SPJIMR Publications
• Edited Case Study titled, “Maruti Suzuki Alto: A game changer” along with the critical review and teaching note published in an edited book titled Case Studies in Marketing Effectiveness: Selected entries from SMIA 2011, SPJIMR Publications
• Case Study titled “Environmental Sensitivity: Waste Management in Government Hospital” published in book titled “Corporate Social Responsibility: concepts and cases”, edited by CV Baxi & Ajit Prasad, Excel Books 2005. pp: 440-460

Articles

• "Social branding- the art of consumer brand relationships", published in Business Today. September 2017- http://www.businesstoday.in/opinion/columns/social-branding-the-start-of-consumer-brand-relationships/story/261956.html
• "How Consumers Buy- Mappy your retail Strategy" published with Business World in July 2017- http://businessworld.in/article/How-Consumers-Buy-Are-You-Mapping-Your-R...
• "6E framework to build brands", Guest Coloumn published in Business Standard, May 2017- http://www.business-standard.com/article/opinion/6-e-framework-to-build-...
• Article titled " Namo Brand Phenomenon" was published in Huindu Business Line on May 29, 2014

• Article titled " How to create a fanatically loyal customer" was published in Business Standard Strategist on May 26, 2014. This article was rated among the Top 5 customer service articles globally in the week of June 2, 2014 by ShyepHyken
• Aggarwal Ashita, "Emerging Challenges to Management Education", India Infoline.com, June 2005
• Aggarwal Ashita "Building Institutional Image" published in IILM Edge, October 2004
• Book Review on "Creating Performing Organizations, International perspective for Indian Management 'by Biswajeet Pattanayak et.al., published in Management & Change, Volume 7, No. 2, 2003

Books

• Impact- case studies in Marketing effectiveness, Wining cases of SMIA 2014, an edited book by Ashita Aggarwal and Renuka Kamath, published by SPJIMR publications, ISBM No. 978-81-922719-5-8
• Impact- Case Studies in Marketing Effectiveness, Winning case studies from SMIA 2004-13, an edited book by Ashita Aggarwal Sharma and Renuka Kamath published by SPJIMR publications. ISBN No. 978-81-922719-3-4
• Case Studies in Marketing Effectiveness: Selected entries from SMIA 2012, an edited book by Renuka Kamath and Ashita Aggarwal Sharma published by SPJIMR Publications. ISBN No.: 978-81-922719-2-1
•  Case Studies in Marketing Effectiveness: Selected entries from SMIA 2011, an edited book by Renuka Kamath and Ashita Aggarwal Sharma published by SPJIMR Publications. ISBN no.: 978-81-922719-0-3

Conference Presentations

• Presented a paper on "Making the Global MBA Brand" at International Conference on Reshaping Management Education in November 2003
• Paper titled "Emerging Challenges to Management Education in Global Economy" presented at 2nd AIMS International Conference on "Emerging Challenges to Management Profession" organized by AIMS and IIM Calcutta in December 2004
• Paper tilted "Making Academia-Industry Interface Work" accepted for presentation at International Conference on "Quality in Higher Education: Enhancing Student Employability" organized by ESECT, and European Higher Education Society at Birmingham, UK in January 2005
• Paper titled "Learning Styles across cultures: A study on Learning styles of Indian MBA students" presented at 1st International Conference on Cross Cultural Communications (a part of European Union ECCP project) at Singapore in October 2005
• Paper titled "Measurement of Consumer Based Brand Equity for Indian Business Schools", presented at EFMD 1st Higher Education Research Conference, Zurich Switzerland in February 2012
• Paper titled "Consumer brand relationships for mobile phones in India"c(Co-authored) presented at NASMEI 2014 at Great Lakes Institute, Chennai, India
• Paper titled "Consumer pardon after product failure" (Co-authored) selected for presentation at AMA Summer Marketing Conference 2016 at Atlanta, USA
• Paper titled "Shocks in cash supply and retail consumption patterns" accpeted at 2017 INFORMS Marketing Science conference at California, USA