Meenakshi N

Marketing

PhD (Faculty of Management Studies, University of Delhi)

+91-431 2505080

meenakshi@iimtrichy.ac.in

Meenakshi Nagarajan is an associate professor of marketing at IIM Tiruchirappalli. Prior to joining IIM Tiruchirappalli, she worked at IMI New Delhi and Goa Institute of Management. She is a PhD from Faculty of Management Studies (FMS), Delhi and holds a Masters in International Business from Delhi School of Economics, University of Delhi. She has more than two decades of academic experience spanning teaching, research, case writing, and training. 

She has published papers in top-tier international journals including Journal of Travel Research, Technological Forecasting and Social Change, Entrepreneurship and Regional Development, Journal of Cleaner Production, Journal of Strategic Marketing, International Journal of Consumer Studies, and Digital Policy, Regulation and Governance. She has published several cases that feature in Harvard Business Publishing (HBSP) and Ivey Publishing. 

She has conducted training programs for Larsen & Toubro (Heavy Civil), Bureau of Indian Standards (BIS),  TAFE-TMTL, Bharat Petroleum Corporation Limited (BPCL), Indian Oil Corporation Limited (IOCL), Chennai Petroleum Corporation Limited (CPCL), H L Mando, Andhra Pradesh State Cooperative Bank, Roca, Armed officers Program, and Goa Civil Services Officers-GIPARD. 

Journal Articles

Meenakshi, N | Year – 2024

Dhir, A., Meenakshi, N., Nawaz, R., & Kaur, P. (2024). How do we pivot? Facilitators, inhibitors, and strategies of tech healthcare startups before, during, and after a crisis. Technological Forecasting and Social Change, 207, 123606.
(ABDC-A, ABS-3)
 
Bhatia, M., Meenakshi, N., Kaur, P., & Dhir, A. (2024). Digital technologies and carbon neutrality goals: An in-depth investigation of drivers, barriers, and risk mitigation strategies. Journal of Cleaner Production, 451, 141946.
(ABDC-A, ABS-2)
 
Meenakshi, N., Dhir, A., Kaur, P., Mahto, R. V., & Nicolau, J. L. (2024). Is Travel Resurgence in the Post-Global Health Emergency a Form of Revenge Travel? A Multi-phase Qualitative Study. Journal of Travel Research, 00472875241234388.
(ABDC-A*, ABS-4)
 
Chaudhary, S., Dhir, A., Meenakshi, N., & Christofi, M. (2024). How small firms build resilience to ward off crises: a paradox perspective. Entrepreneurship & Regional Development, 36(1-2), 182-207.
(ABDC-A, ABS-3)

Meenakshi, N | Year – 2023

Dhir, A., Khan, S. J., Islam, N., Ractham, P., & Meenakshi, N. (2023). Drivers of sustainable business model innovations. An upper echelon theory perspective. Technological Forecasting and Social Change, 191, 122409.
(ABDC-A, ABS-3)
 
Meenakshi, N. (2023). Post-COVID reorientation of the Sharing economy in a hyperconnected world. Journal of Strategic Marketing, 31(2), 446-470.
(ABDC-A, ABS-2)
 
Meenakshi, N., Dhir, A., Mahto, R. V., Nicolau, J. L., & Kaur, P. (2023). Travelers’ coping strategies in the backdrop of revenge tourism. Journal of Travel Research, 00472875231193596.
(ABDC-A*, ABS-4) 

Meenakshi, N | Year – 2022

Yadav, N., Meenakshi, N., & Banerjee, P. (2022). Exploring governance issues between online food delivery platforms and restaurant partners in India. Digital Policy, Regulation and Governance, 24(3), 292-308.
(ABDC-B, ABS-1)
 
Meenakshi, N. (2022). When do we eat? Food ordering platform strategies. Journal of Business Strategy, 44(3), 136-144.
(ABDC-B, ABS-1)
 
Bhaiswar, R., Chawla, D., & Meenakshi, N. (2022). The influence of eWOM communications on intended online purchases: a literature review using TCCM framework and future research agenda. International Journal of Indian Culture and Business Management, 26(3), 328-361. https://doi.org/10.1504/IJICBM.2022.124630

Meenakshi, N | Year – 2021

Bhaiswar, R., Meenakshi, N., & Chawla, D. (2021). Evolution of electronic word of mouth: A systematic literature review using bibliometric analysis of 20 years (2000–2020). FIIB Business Review, 10(3), 215-231. https://doi.org/10.1177/23197145211032408

Meenakshi, N | Year – 2020

Meenakshi, N. (2020). Taboo in consumption: Social structure, gender and sustainable menstrual products. International Journal of Consumer Studies, 44(3), 243-257.  
(ABDC-A, ABS-2)
 
Sinha, A., Varkkey, B., & Meenakshi, N. (2020). Design thinking for improving employee experience: a case of a food tech company. Development and Learning in Organizations: An International Journal, 34(1), 8-11. https://doi.org/10.1108/DLO-11-2018-0154
(ABDC-C) 

Meenakshi, N | Year – 2019

Meenakshi, N., & Sinha, A. (2019). Food delivery apps in India: wherein lies the success strategy? Strategic Direction, 35(7), 12-15. https://doi.org/10.1108/SD-10-2018-0197 

Conference/Seminar Proceedings

Meenakshi, N | Year – 2019

“Airbnb influence on community living – a case study of Delhi,” at the Asia Pacific ACR, IIM, Ahmedabad to be held from 10-12 January, 2019. 

Meenakshi, N | Year – 2018

“Marketing, Lobbying and Public Policy in the times of Sharing Economy: Uber and Airbnb in India,” accepted for paper presentation at 12th Great Lakes, Chennai NASMEI Marketing Conference to be held on 20-21 December, 2018

“Sustainable menstruation practices in India: Challenges and Opportunities among Urban Middle-Class Women,” at the “International conference on Sustainability and Business,” at IIM, Calcutta, January, 2018.  

Meenakshi, N | Year – 2014

“An Analysis of Intergenerational Differences in materialism in India,” at the “Listening to consumers of Emerging Markets.” in IIM, Lucknow, January, 2014.

Meenakshi, N | Year – 2012
“Intergenerational Difference in Values between Teenagers and their Parents, and its Influence on Consumption Behavior,” at the "Shaping the Future of Research in Marketing in Emerging Economics: Looking Ahead" conference at IIM, Lucknow, January 2012.

Edited Book Chapters

Meenakshi, N | Year – 2018

Case study – “Airbnb India: growth pangs?” in the book “Services Marketing” by Valarie A Zeithaml, Mary Jo Bitner, Dwayne D. Gremler, Ajay Pandit, McGraw Hill Publishing, 7th edition.

Meenakshi, N | Year – 2012

Case study - “Promotion of Fairy Queen Express” in the book “Marketing in India: Cases and Readings” by S. Neelamegham, Vikas Publishing, 4th edition.

Others

CASE STUDIES | Year – 2018

“Swagat Textiles: Carrying the family legacy forward,” HBSP case no. W18585-PDF-ENG, https://hbsp.harvard.edu/product/W18585-PDF-ENG?Ntt=W18585-PDF-ENG  
 
“Hygiene and You: Sustainability and Profitability,” HBSP case no. W18353-PDF-ENG, https://hbsp.harvard.edu/product/W18353-PDF-ENG?Ntt=W18353-PDF-ENG

CASE STUDIES | Year – 2016

“Mukunda Foods Private limited: The consumer market foray,” HBSP case no. W16691-PDF-ENG, https://hbsp.harvard.edu/product/W16691-PDF-ENG?Ntt=W16691-PDF-ENG 
 
Nagarajan, M., & Kumar, A. (2015). Havells India Limited: Transition from an Industrial Brand to a Consumer Brand. Vikalpa, 40(3), 363-382. https://doi.org/10.1177/0256090915599083

CASE STUDIES | Year – 2013

Nagarajan, M. and Kumar, A. (2013), "Infosys Limited: is it still the Indian IT bellwether?", , Vol. 3 No. 7. https://doi.org/10.1108/EEMCS-06-2013-0071  

CASE STUDIES | Year – 2006

Kumar, A., & Meenakshi, N. (2006). A Declining Market Mars a Historic Collective Bargaining Agreement: The Case of Escorts. Vikalpa, 31(2), 131-146. https://doi.org/10.1177/0256090920060208  
Post graduate programs
* Marketing of Services 
* International marketing
* Marketing in the sharing economy 
* Marketing management (Part I and II - core courses)

PhD programs
* Qualitative research method

Convener - Assurance of Learning (AACSB)
INVITED POSITIONS  

* Visiting Scholar – Jan 2024 – April 2022, University of Agder
* Visiting Professor – July 2022 – September 2022, University of Agder

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