Dr. Vir Ved Ratna

Dr. Vir Ved Ratna is an academician with about 28 years of experience in the field of Strategy & Marketing. At present, he is working as a Professor and Pan Area Chairperson of the General Management Area at Jaipuria Institute of Management, Lucknow. He also heads the Centre for Teaching & Learning of the Institute. Prior to joining Jaipuria Institute, he has served as Faculty at Pokhara University, Nepal & other leading B Schools of the country. He has also worked as Asst. Project Director in a World Bank Project implemented by the Govt. of UP.

He has co-authored two books, which have been duly recommended as text and references by many Indian Universities and Institutions as well as several research papers in refereed and indexed journals.

He has been a training resource for organizations like NABARD, BIRD, ESI, IOCL and BPCL etc. ESI.

Ph.D, MBA

Papers Published in Peer Reviewed Journals (ABDC, SCOPUS, and WoS)

Deshmukh, A. H., Kataria, A., Ratna, V. V., Dwivedi, R., & Srivastava, S. (2023). Coping mechanisms of anxiety and depression among high school teachers using hybrid teaching methods. Journal for ReAttach Therapy and Developmental Diversities, 6 (9s(2)), 142–148. https://www.jrtdd.com/index.php/journal/article/view/1214

Husain, R., Ratna, V. V., & Saxena, A. (2023). Past, present, and future of anthropomorphism in hospitality & tourism: conceptualization and systematic review. Journal of Hospitality Marketing & Management, 32(8), 1077–1125. https://doi.org/10.1080/19368623.2023.2232382

Nandal, N., Sehgal, P., Shvets, Y., Patnala, R. K. K., & Ratna, V. V. (2021). A B-schools service quality measure: Scale development and validation. Academy of Strategic Management Journal, 20(6S), 194. https://www.abacademies.org/articles/a-bschools-service-quality-measure-scale-development-and-validation-13534.html

Ratna, V. V. (2020). Conceptualizing Internet of Things (IoT) model for improving customer experience in the retail industry. International Journal of Management, 11(5), 973–981.DOI: 10.34218/IJM.11.5.2020.089

Ratna, V. V. (2020). Content marketing & customer engagement - A study in the Indian context. International Journal of Management, 11 (11), 932–938. doi: 10.34218/IJM.11.11.2020.086

Ratna, V. V. (2021). Impact of Patients' approach towards healthcare costs on their perception towards health: An empirical study. Tobacco Regulatory Science, 7(6-1). https://tobreg.org/index.php/journal/article/view/699

Ratna, V. V. (2023). Improving brand relationship with consumer: anthropomorphism role in brand communication over social media. Journal of Harbin Engineering University, 44(8), 1-12. https://harbinengineeringjournal.com/index.php/journal/article/view/1176/816

Ratna, V. V., & Ojha, R. K. (2022). Green brand management: nexus between brand attachment, satisfaction and loyalty of green products. International Journal of Green Economics, 16(2), 115–129. https://doi.org/10.1504/IJGE.2022.127907

Sanyal, S., Sandhu, A., Roland, G., Gupta, A., & Ratna, V. (2022). Patients' perception regarding generic and branded medicines. Tobacco Regulatory Science, 7, 7414-7424. DOI:10.18001/TRS.7.6.1.63

Edited Books

Prakash D., Ratna V. V., Shrivastava M. (2019). M-Commerce: Meaning, Evolution, and Growth. M Commerce: Experiencing the Phygital Retail (Apple Academic Press, partnered with CRC Press, a member of the Taylor & Francis Group USA). https://doi.org/10.1201/9780429487736. ISBN 9780429487736