Qualification: PhD (IIM Lucknow), PGDM (ITM Mumbai), B.Sc.(H) Statistics (Hindu College, DU)

Functional Area: Marketing

Work Experience

Academic Experience

1. Assistant Professor: XLRI Delhi-NCR (June 2023 – till date)
2. Assistant Professor: IIM Rohtak (April 2019 – May 2023)
3. Senior Research Associate: Jindal Global Business School (January 2019 – March 2019)

Industry Experience

1. Marketing Intern: Kantar IMRB, New Delhi (April 2015 – September 2015)
2. Marketing Intern: Pepsico. India Holdings Pvt. Ltd., Mumbai (May 2008 – June 2008)

Research And Publications

• Mandal, M., & Tripathi, M. (2022). Understanding preadolescents as consumers: An exploratory study on their food purchase behaviour. International Journal of Consumer Studies, 46(2), 475-493. (ABDC – A category)
• Tripathi, M., Mandal, M., & Wadhwa, R. (2022). Air Taxis: A Technological Breakthrough to Beat the Traffic Woes. Communications of the Association for Information Systems, 50(1), 15. (ABDC – A category)
• Mandal, M., Mohanty, B. K., & Dash, S. (2021). Understanding consumer preference through fuzzy-based recommendation system. IIMB Management Review, 33(4), 287- 298. (ABDC – B category)
• Mandal, M. (2023). Would CRED Blitzscale successfully? The Story of an Indian Fintech Unicorn. Rutgers Business Review. (Conditional Acceptance) (ABDC – B category)
• Tripathi, M., & Mandal, M. (2020). IoT and Big Data: Use Intelligent Resources Intelligently to Get Competitive Advantage. The Empirical Economics Letters, 19(7), 693-697. (ABDC – C category)

Case Studies

• Mandal, M., & Trivedi, S., (2022). Mooti fashion limited: Revisiting the channel strategy. In SAGE Business Cases. SAGE Publications, Ltd. https://dx.doi.org/10.4135/9781529797329
• Mandal, M. (2021). K-beauty in India: Gaining Consumer Insights through Marketing Research. In ET Cases. Case ID: MR-1-0026; MR-1-0026A. https://www.etcases.com/k-beauty1in-india-gaining-consumer-insights-through-marketing-research.htm

Conferences

• Paper Presented on “Role of Customer Value in Creating Brand Love – A Qualitative Exploration” at 47th European Marketing Academy Annual Conference (EMAC) 2018, held at University of Strathclyde, Glasgow, UK, May 29- June 1, 2018
• Paper Presented on “Drivers of Adolescents’ Customer Brand Engagement: A Qualitative Exploration” at JAMS India Conference 2018, held at Indian School of Business (ISB) Hyderabad, April 26-28, 2018
• Selected for Paper Presentation on “A Qualitative Exploration of Adolescents’ Customer Brand Engagement” at the 3rd International Conference of Marketing, Strategy and Policy 2018, held at Newcastle University London on April 10-11, 2018
• Paper presented on “Drivers of Adolescents’ Customer Brand Engagement in the Context of Packaged Food Brands” at the International Research Conference organized by WeSchool, Bengaluru, on January 8, 2018
• Paper presented on “Towards developing a market-based online mobile recommendation technique in a fuzzy environment” at the 11th ISDSI International Conference, held at IIM Tiruchirappalli, December 27-30, 2017
• Paper presented on “Attitude-Motivation-Behaviour framework: A study of children’s food purchase decision-making process” at 11th ISDSI International Conference, held at IIM Tiruchirappalli, December 27-30, 2017
• Paper presented on “Fuzzy logic based online mobile recommendation system” in 5th Pan-IIM World Management Conference, held at IIM Lucknow; December 14-16, 2017
  Selected for Poster Presentation on “Towards developing a market-based online mobile recommendation technique in a fuzzy environment” at the 4th Pan-IIM World Management Conference, held at IIM Ahmedabad; December 13-15, 2016
• Paper presented on “Parents’ School Choice Behaviour: A Study of K-12 Schools in India.” in 2017 Annual Conference of EMCB Board held at IIM Lucknow, Noida Campus from January 5-7, 2017

Workshops

1. Workshop conducted as a Faculty In-charge: ‘Paper Development Workshop 2019’ at IIM Rohtak in July 2019.
2. Workshop attended: ‘Data Visualization – Methods & Tools’ conducted by CMEE, IIML and MRSI in April 2016.
3. Workshop attended: ‘Understanding Consumers in Digital Era’ conducted by CMEE, IIML and MRSI in November 2016.
4. Workshop attended: ‘Power of Semiotics for Impactful Market Research’ conducted by CMEE, IIML in May 2015.

Doctoral Consortium

1. Participated in Ph.D. Consortium 2018, hosted by SJMSOM, IIT Bombay, February 22- 24, 2018.
2. Participated in 6th AIM-AMA Sheth Foundation Doctoral Consortium, hosted by WeSchool Bengaluru, January 5-7, 2018.

Awards And Recognitions

• Awarded 1st Prize in the “Best Doctoral Research Paper” category for presenting “Fuzzy logic based online recommendation system” by Emerald Publishing at 5th Pan-IIM World Management Conference held at IIM Lucknow; December 14-16, 2017.
• University Grant Commission awarded Junior Research Fellowship (JRF) through National Eligibility Test (NET) in Management, March 2013