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

Journal Articles Published

• Chhabra, S., Mukherjee, J., & Agarwal, M (2023). Understanding Privacy Paradox: An Experimental Approach to Study Privacy Concerns and Actual Disclosure Among App Users’. Journal of Organizational Computing and Electronic Commerce. ABDC A
• Chhabra, S., Sindhi, S., & Nandy, M. (2022). Factors Affecting the Adoption of Slow Fashion–An Exploratory Study of Multiple Stakeholders. Journal of Macromarketing, 42(4), 492-509. ABDC A
• Chhikara, R., Garg, R., Chhabra, S., Karnatak, U., & Agrawal, G. (2021). Factors affecting adoption of electric vehicles in India: An exploratory study. Transportation Research Part D: Transport and Environment, 100, 103084. ABDC A
• Chhabra, S. (2022). Why Does Privacy Paradox Exist?: A Qualitative Inquiry to Understand the Reasons for Privacy Paradox Among Smartphone Users. Journal of Electronic Commerce in Organizations (JECO), 20(1), 1-20. ABDC B
• Chhabra, S., & Girija, S. (2021). Communicating bad news of COVID-19: An empirical study of patients’ preferences in India. Health Marketing Quarterly, 38(2-3), 205-221. ABDC B
• Garg, R., Chhikara, R., Chhabra, S., & Bhardwaj, A. (2021). Factors determining intention to vaccinate against Covid-19: A developing nation perspective. Health Marketing Quarterly, 38(2-3), 116-129. ABDC B
• Chhabra, S. (2017). An empirical analysis of the effect of a retailers loyalty programme on their customers’ loyalty. Global Business Review, 18(2), 445-464. ABDC C.
• Chhabra, S., & Mukherjee, J. (2015). Loyalty to a Brand and its Extension in High Involvement Purchases. Asian Journal of Empirical Research, 5(12), 252-263.
• Chhabra, S. (2016). Designing Value Proposition for Passenger Cars Based on Customer’s Preferred Attributes: An Emerging Market Perspective. Asian Journal of Empirical Research, 6(8), 210-227.
• Chhabra, S., Chhikara, R., March (2016). Segmentation of Cinema Audiences in the Indian Movie Industry: A Marketing Strategy Perspective. aWEshkar Journal, Volume XX (1) 39-51
• Kumari, S., & Chhabra, S., (2012). Understanding leadership through leader competency profiling’ Business Analyst. Volume 33 Issue 2 October 2012 – March 2013 ISSN 0973-211X

Case studies Published

• ‘WhatKnot Photography: Value versus Volume’ Ivey/ Harvard Business Publishing, 2024
• ‘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.
• ‘Yardstick: In Search Of Segment And Strategy In The Education Industry’ Ivey/ Harvard Business Publishing, 2022
• 2022 • ‘Lakshya Food India Limited (LFIL): Finding the Right Position in Dairy Business’. Asian Journal of Management Cases- Sage Journals, ABDC C, 2022
• ‘Senior Citizen Homes: Search for a Viable Business Model’ Emerging Economies Cases Journal- Sage Publishing, 2021.
• ‘Krishna Textiles: Survival Strategy for a Wholesale Business’ Ivey/ Harvard Business Publishing, 2020.
• ‘Arjun’s Dilemma: Should He Buy or Lease His First Car?’ Case Centre, 2020.
• ‘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 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 (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. Taught MDP executives of Canon and Kerakoll. Member of an XLRI JSR PhD student comprehensive committee and the Comprehensive Qualifying Examination committee (CQE). Positions of responsibilities- Convenor of Internal Complaints Committee- ICC, Convenor of Disciplinary Committee and Member of FPM and Research Committee, Member of Career Services, Placement and Industry Interaction.
• Assistant Professor, Indian Institute of Management, Sambalpur, Odisha, India- 2020- 2022: Taught Marketing Research (Core) and Product & Brand Management (Elective) courses to MBA students. 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: 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. Apart from teaching, mentored students for 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, 2010- 2011: Worked in the Marketing and Customer services Team.

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
  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, 2006- 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

Conferences

• 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 poster on the topic titled ‘Methodological Review of Research in Customer Loyalty’ at MARCON, IIM Kolkata, December 2014
• 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 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.
• 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 ‘Segmentation of Cinema Audiences in the Indian Movie Industry: A Marketing Strategy Perspective’ at MARCON hosted by IIM Kolkata in December 2014.