Qualification : PhD (MDI Gurgaon), MSc. (Marketing), University of Manchester
Functional Area : Marketing

Journal Articles Published  

1. ‘I am not sure if I’ll try- Barriers& Drivers of Consumption of Plant-Based Meat Alternative among Indian Consumers‘  in Journal of Macromarketing, 2025. ABDC A 
2. ‘Micro or Meso: Do influencers influence veganism?’ in Journal of Marketing Communications, 2025 ABDC B 3. ‘Determining the causes of user frustration in the case of conversational chatbots’ in Behaviour & Information  Technology, 2024. ABDC A 
3. ‘Brand, Causes, and the Credibility Gap: Gen Z Purchase Intentions in Emerging Markets’ in Journal of Asia  Business Studies (Q1 Business Category; 91st percentile in General Economics, Econometrics, and Finance) 5. ‘Understanding Privacy Paradox: An Experimental Approach to Study Privacy Concerns and Actual Disclosure Among  App Users’ in Journal of Organizational Computing and Electronic Commerce, 2023. ABDC A 6. ‘Factors affecting the adoption of slow fashion- An Exploratory Study of multiple stakeholders’ in Journal of  Macromarketing, 2022. ABDC A 
4. ‘Factors Affecting the Adoption of Battery Electric Vehicles in India: An Exploratory Study’ in Transportation  Research Part D: Transport and Environment, 2021. ABDC A 
5. ‘Why does Privacy Paradox exist? A Qualitative Inquiry to Understand the Reasons for Privacy Paradox among  Smartphone Users in Journal of Electronic Commerce in Organizations (JECO), 2021. ABDC B 9. ‘Communicating Bad News of COVID-19: An Empirical Study of Patient’s Preferences in India’ in Health Marketing  Quarterly, Vol.38 Issue 2-3, Page 205-221. ABDC B 
6. ‘Factors determining intention to vaccinate against Covid-19: A Developing Nation Perspective’ in Health Marketing  Quarterly, 2021, Vol.38 Issue 2-3, Page 116-129. ABDC B 
7. ‘An Empirical Analysis of the Effect of a Retailers Loyalty Programme on Their Customers Loyalty’ in Global  Business Review, Sage Publication, ABDC C.  
8. ‘Criterion for Evaluating Used Car Purchases in India using MCDM’ in International Journal of Logistics  Economics and Globalisation, Inderscience Publishers, 2024, ABDC C.  
9. ‘Loyalty to a Brand and its Extension in High Involvement Purchases’ in Asian Journal of Empirical Research, Vol.5  (12), 2015.  
10. ‘Designing value proposition for passenger cars based on customer’s preferred attributes: An emerging market  perspective’ in Asian Journal of Empirical Research, Vol.6 (8) 210-227, 2016.
11. ‘Segmentation of Cinema Audiences in the Indian Movie Industry: A Marketing Strategy Perspective’ aWEshkar  Journal, Volume XX (1) 39-51, March 2016 issue. 
12. ‘Understanding leadership through leader competency profiling’ Business Analyst, a Refereed Journal of Shri Ram  College Of commerce in 2012. 

Case studies Published 

1. ‘Kenstar: The Channel Dilemma’ Ivey/ Harvard Business Publishing, 2025′ 
2. WhatKnot Photography: Value versus Volume’ Ivey/ Harvard Business Publishing, 2024 
3. ‘TBL Myanmar: Understanding the Barriers to Sale of Dehumidifiers in Emerging Markets’ for classroom teaching  Asian Journal of Management Cases- Sage Journals, ABDC C in 2023.
4. ‘Yardstick: In Search Of Segment And Strategy In The Education Industry’ Ivey/ Harvard Business Publishing,  2022 
5. ‘Lakshya Food India Limited (LFIL): Finding the Right Position in Dairy Business’. Asian Journal of Management  Cases- Sage Journals, ABDC C, 2022
6. ‘Senior Citizen Homes: Search for a Viable Business Model’. Emerging Economies Cases Journal- Sage  Publishing, 2021.
7. ‘Krishna Textiles: Survival Strategy for a Wholesale Business’ Ivey/ Harvard Business Publishing, 2020. 8. ‘Arjun’s Dilemma: Should He Buy or Lease His First Car?’ Case Centre, 2020.  
8. ‘JMD Oils: Deciding on a Growth Strategy’ Ivey/ Harvard Business Publishing, 2015

Book Chapters  

• Published a chapter ‘Assessing Loss Due to COVID-19 in the Homestay Sector and Comprehending Resilience  Strategies.’ in a book titled ‘Promoting Responsible Tourism With Digital Platforms (pp. 231-250).‘ IGI global  publication in 2024.  
• Published a chapter ‘Conceptual Review of Technology Enabled Marketing‘ in a book titled ‘Handbook of Research  on Digital Transformation Management and Tools’ IGI global publication in 2022. This was also presented as a paper  titled ‘Technology Enabled Marketing’ at Marketing and Public Policy conference organized by American  Marketing Association at California, June 2016. 
• Published a chapter ‘Determining the Optimal Price Point: Using Van Westendorp’s Price Sensitivity Meter’ in a  book titled ‘Managing in Recovering Markets’, Sage publication. This was presented in GCMRM, March 2014 held at MDI- Gurgaon. 
• Published a chapter ‘A conjoint analysis of the factors influencing student’s choice for a management institute:  Marketing of higher education courses in India’ in a book titled ‘Marketing in Emerging Economies’, Manakin Press.  This was presented in the International Conference on ‘Marketing in Emerging Economies’ held on February 2016 by at Centre for Management Studies, Jamia Millia Islamia. 
• Published a chapter’ Understandings Doppelgänger Brand Image: The Darker Side to Emotional Branding’ for the book, ‘Driving Customer Appeal through the Use of Emotional Branding’, IGI Global publishing. This was  reprinted in research anthology as Chapter 31 pages647-655 in ‘Global Branding: Breakthroughs in Research and  Practice’ in 2020. 

Work Experience  

• Assistant Professor, XLRI – Xavier School of Management, Delhi NCR Campus- AACSB, AMBA & EQUIS accredited (April 2022- Present): Taught Business Research Methods and Marketing Planning and Implementation  as a Core Course and Marketing Research as an Elective to MBA students. Also taught an entrepreneurial marketing  course for PGD IEV. Taught Marketing Management 1 & 2 for XLRI Online learning course 

Positions of responsibilities- Convenor of the Student Assessment Attitude Framework Committee, Ex Convenor and  member of Internal Complaints Committee- ICC, Member of FPM and Research Committee, Member of Career  Services, Placement and Industry Interaction, Alumni Committee, Member of the Strategic Planning Committee of the  Institute. Member of the Strategic Planning committee of XLRI, and a member of the Case Centre at XLRI. 

• Assistant Professor, Indian Institute of Management, Sambalpur, Odisha, India (September 2020- March 2022):  Taught Marketing Core and Elective subjects to MBA students like Marketing Research, Product & Brand  Management. Taught Marketing Models to PhD and Executive PhD scholars. Member of Executive MBA committee,  MDP committee, Research & Consultancy Committee, Infrastructure committee, IT committee, Student’s alumni  affairs committee, and Anti-Ragging committee for students.  
• Assistant Professor, SOIL School of Business Design, Manesar, India 2020 (Jan 2020- Sept 2020) Taught  Marketing Core and Elective subjects to MBA students. Worked with admissions team in conducting Design Thinking  workshops and Pan India interviews for student admissions. Mentored students for Internships, Clubs, and Activities.  Member of anti-ragging committee and Grievance Redressal committee for students.  
• Assistant Professor (Adjunct Faculty), IBS- Gurgaon- 2018-2020- Taught Marketing Management and Advance  Marketing Management to MBA students. Mentored students for the Summer Internship Programme, involved in  placement training of students, and conducted knowledge-sharing seminars as part of the marketing activity. 
• Assistant Professor (Visiting Faculty), IIM-Rohtak- 2017– Taught two courses: Product management and  Advertising and Sales Promotion to 2nd year MBA students. 
• Assistant Professor (Visiting Faculty), Northcap University, Gurgaon- 2016- Taught Consumer Behaviour course  to MBA graduates. 
• British Council, New Delhi, Dec 2010- Oct 2011- Worked in the Marketing and Customer services Team- Carried out  the responsibility for customer enrolment for upcoming courses and achieved 23% delivery over target in a month’s  time. Completed targeted work before time and was acknowledged for customer friendly behaviour and satisfactory  service. Alongside received training to conduct professional examinations like IELTS and CFA. 

Academic Qualifications 

• Fellow Programme in Management, Management Development Institute, Gurgaon (AACSB accredited), July  2013-July 2016: Successfully completed thesis in the area of Digital marketing specifically Privacy Paradox.  Undertaken projects in diverse areas of marketing (consumer behaviour, strategy, customer relationships and  measurement in marketing) specializing in marketing research (qualitative and quantitative methodology and analytic  tools). 
• MSc. (Marketing), University of Manchester, September 2009– September 2010 

Specialized in Relationship Marketing (Customer Loyalty) along with coursework ranging from Marketing  Fundamentals, Marketing Implementation, New Product Development, Branding and Communications. • Bachelor of Commerce (Honours), Shri Ram College of Commerce, Delhi University, June 2006- June 2009 Graduated in the First Division with Distinction (80% overall), among top 10% of the class. Completed 24 modules  in three years with specialization in marketing. 

• Central Board of Secondary Education, (CLASS-12th), Air Force Golden Jubilee Institute, Delhi, 2006  Achieved 1st Class Distinction with 95%, won the trophy for all-rounder student, Certificates for merit and highest  marks (95) in three subjects English, Economics and Business studies 

Projects under Review  

• A paper titled ‘Investor Biases and Financial Product Preferences in India: A Demographic and Behavioral Analysis’ is  in consideration in A category.  
• A paper titled ‘Why do consumers buy counterfeit products? Dark Triad, FoMO, and Materialism’ is in consideration in  A category.  
• A paper titled ‘Understanding the Effect of Logistics Service Quality on Customer Satisfaction in the Context of Online  Pharmacy’ is in consideration in A category. 
• An observation study was undertaken as part of qualitative research, titled ‘How does Servicescapes provide cues about  the pricing of its products?’ and this study is further being tested empirically by evaluating the effect of Servicescapes  on Customer Loyalty. 

MDP 

• Conducted a session on ‘Finding the right Communication mix‘ for Canon executives in September 2023.  • Taught Kerakoll sales and regional executives on the topics’ Managing Channel Conflicts‘ and ‘Customer  engagement through digital marketing‘ in March 2024. 
• Conducted an MDP on ‘Art of selling‘ for 123 Sales Incharge, branch managers and regional managers of Kenstar  India Pvt. Ltd in September 2024.  
• Taught case study writing workshop for CBDT officers in Nov 2024. 
• Taught basic Marketing Management to HR senior executives in Dec 2024.  

Conferences 

• Presented a case titled “Lemonade to Pipp: Reinventing Social Commerce for the Creator Generation” at 2nd National Conference and Case Study Competition 2025 organised by the Indian Institute of Public Administration, on  September 25, 2025. 
• Presented a paper titled ‘Biases, Bucks & Butterflies: Decoding Financial Anxiety Across Gold, Fixed Income, &  Equity‘ at the 13th China Marketing International Conference (CMIC 2025) held at the China University of  Mining and Technology, Xuzhou, China in July 2025.  
• Presented a case titled Kenstar: The Channel Dilemma‘ in AUB-OSB Third Case Conference (2025) at AUB  Mediterraneo Cyprus, in February 2025 and in AIMA-ICRC 5th Case writing competition and conference, Delhi, in  May 2025  
• Presented a paper titled ‘Understanding Privacy Paradox: An Experimental Approach to Study Privacy Concerns and  Actual Disclosure Among App Users’ in American Marketing Association Winter Academic Conference at Tampa,  Florida, in February 2024. 
• Presented a paper titled “Determining the causes of user frustration in Conversational Chatbots- An exploratory study” in American Marketing Association Winter Academic Conference (Virtual) 2022, in February 2022. • Presented a paper titled “Factors Affecting the Adoption of Indian Handloom as Mainstream Fashion- An Exploratory  Study” in NVivo Virtual Conference 2021, Transcending Boundaries in Qualitative Research organized by QSR  International (America) Inc in September 2021.  
• Presented a paper titled ‘Analytic Hierarchy Process for evaluating the criterion preferred for used car purchase: An  emerging market perspective‘ in ISDSI- Global Conference in December 2021 hosted by IIM Nagpur and chaired a  session for the track “Business environment and Public Policy” 
• Presented a paper titled ‘Understanding the Reasons of Uncanny Valley Effect in Adoption of AI based Chatbot’ in  14th ISDSI Conference in December 2020 hosted by IIM Raipur and chaired a session for the track “Advanced  Research in Building Digital Ecosystems” 
• Presented a paper titled ‘Technology Enabled Marketing’ at Marketing and Public Policy conference organized by  American Marketing Association at California, June 2016. 
• Presented a paper titled ‘Designing value proposition for passenger cars based on customer’s preferred attributes: An  emerging market perspective’ in Global Conference on Managing in Recovering Markets (GCMRM), March 2015 hosted by MDI- Gurgaon. 
• Presented a paper titled An Empirical Analysis of the Effect of a Retailers Loyalty Programme on Their Customers  Loyalty’ in the conference, Listening to Consumers of Emerging Markets at IIM-Lucknow in January 2014. • Presented a paper titled ‘Segmentation of Cinema Audiences in the Indian Movie Industry: A Marketing Strategy  Perspective’ at MARCON hosted by IIM Kolkata in December 2014.
• Presented a poster on the topic titled ‘Methodological Review of Research in Customer Loyalty‘ at MARCON, IIM  Kolkata, December 2014 
• Presented a paper titled titled ‘Loyalty to a Brand and its Extension in High Involvement Purchases’ in International  Conference on Research in Marketing held at Department of Management studies, IIT Delhi in December 2013. 

Editorial Board Memberships 

• The Journal of Business-to-Business Marketing® (Taylor & Francis), Editorial Board Member (2025–Present) 

Journal Reviewing Service 

• Information Technology and People (ABDC A) 
• Journal of Strategic Marketing (ABDC A) 
• Journal of Financial Services Marketing (ABDC B) 
• Asian Journal of Management Cases (ABDC C) 

Seminars 

• Delivered a seminar as a resource person on the topic Case Teaching and Case Writing Workshop, organized by  IMSAR, Maharshi Dayanand University, Rohtak September 12, 2025 
• Delivered a talk on the Topic ‘ “Interdisciplinary Case Studies and Examples” during an Interdisciplinary Doctoral  Scholars Bootcamp 2025 for organized by Fortune Institute of International Business on October 25 2025.  • Conducted a campus-wide quiz on the topic “Impact of Changing Dynamics of India’s Foreign Policy on Indian  Commerce” sponsored by Indian Council of World Affairs @XLRI Delhi NCR on August 3, 2024 • Delivered a seminar session titled “Rethinking MBA” in International Conference on contemporary business trends,  2021, By Department of Humanities and Social Sciences, NIT Srinagar, January 16 2021 
• Chaired a session in the 14th ISDSI Conference in December 2020 hosted by IIM Raipur for the track “Advanced  Research in Building Digital Ecosystems” 
• Invited as guest speaker for Online webinar on “Case teaching: Mastering student engagement in online classes” by AIMA & BML MUNJAL University, October 2020 
• Delivered a seminar session titled “Basics of Marketing Research”, By Department of Humanities and Social  Sciences, NIT Srinagar, August 31 2020 

Workshops 

• Teaching and practicing Marketing Research by Centre for marketing and emerging economies at IIM Lucknow (NOIDA campus) in July 2023 
• Case Method & Research Workshop during a conference on Innovation at MDI-Gurgaon in January 2016. • ‘Experiments in Business and Policy‘ as part of 3rd Summer School at IIM-Ahmedabad in June 2014. • Online course on Digital Marketing from University of Illinois at Urbana-Champaign provided by Coursera.org • ‘Metaphor analysis and Ethnography’ at IIM Lucknow (NOIDA campus) during ‘Listening to Consumers of  Emerging Markets conference’, January 2014.
• Diploma for Management skill formation programme for Entrepreneurial ventures in IIT- Delhi during 2010 (Dec 2010 – May 2011). 
• Exite camp in 2002, exploring interests in technology and engineering, in Delhi, organised by IBM India. 

Articles in Newspapers and Blogs 

• I Don’t Need a Companion When I Have ChatGPT in ET Brand equity https://surl.li/koafcl (2025) • Leveraging AI for Effective Decision-Making in Management Education Leveraging AI for effective decision making in management education – ET Edge Insights (etedge-insights.com) (2024) 
• I support the ban on Single-use plastic https://bigwire.in/2022/03/06/i-support-the-ban-on-single-use-plastic/# (2022) • Debunking Digital Marketing https://www.risingkashmir.com/Debunking-Digital-Marketing-102364 • Technology with Caution: Utopian and Dystopian view of Cyber World https://www.newdelhitimes.com/technology with-caution-utopian-and-dystopian-view-of-cyber-world/ (2020) 
• Guest Column: Grey Areas in Digital India: Sakhhi Chhabra https://www.exchange4media.com/advertising news/guest-columngrey-areas-in-digital-indiasakhhi-chhabra-63301.html (2016) 

Internships 

Hindustan Times Media Ltd., New Delhi, June- July 2009 

• Worked as a media marketing trainee. Learned about different elements of the promotion mix, preparing advertising  budget, media planning, and buying functions, and knowing the elements of advertising copy. 

Achievements and Awards 

• Awarded Top 5 Cases of Excellence in the All-India Management Association (AIMA) 5th Case Writing  Competition for my case study titled ‘Kenstar: The Channel Dilemma’ held at AIMA, New Delhi from 29th-31st May  2025 
• Successfully conducted a campus-wide event in association with the Indian Council of World Affairs funded by the  Ministry of External Affairs to promote India’s Foreign Relations in August 2024.  
• Won First Rank at The Case Hub annual case writing competition at the Suliman S. Olayan School of Business,  American University of Beirut- Arab MENA annual case writing competition 2023. 
• Got the highest teaching feedback for the course ‘Marketing Research’ in Term 3 with a student strength of 155 at IIM  Sambalpur 
• Won the Best Paper Award (First Position) along with Rs.10000 cash reward for doctoral colloquium 2016 at the  7th Annual Conference on Excellence in Research and Education (CERE-2016) held at IIM-Indore. • Got Rank 5 All India for UGC-NET/JRF exam and scored 80.12% in June 2012. Awarded scholarship for the  doctoral program for 3 years. 
• Awarded Certificate of Honor for Contribution in ‘EDC Business Plan 2019’ held on 11-12th September 2019, by  Entrepreneurship Development Cell at ICFAI Business School, Gurgaon. 
• Awarded for outstanding contribution as the organizer for Global Conference on Managing in Recovering Markets, held at MDI-Gurgaon 2014 & 2015 
• Certificate for leading and coordinating ‘Research Week’ 2016 at MDI-Gurgaon
• Won the first position in the competition organized by L’Oreal-UK for Developing Marketing Strategy and Launch of  a new product. 
• Awarded with CBSE scholarship for Graduation. 
• Gave examinations conducted by the National Stock Exchange and received exemplary NCFM certification in  Financial Market Module, Mutual Fund Module, and Commodities Markets in the year 2008 and 2009. • Awarded for contribution in fine arts society and Hindi Sahataya Sabha during graduation. 
• Achieved third prize for interschool declamation competition 2005.  
• Awarded for painting, singing and interschool quiz competitions during school. 
• Held position of leadership and responsibility as Captain of school for year 2005-06 and prefect for 3 consecutive  years. 

LinkedIn: https://in.linkedin.com/in/sakhhichhabra