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Associate Professor - Marketing
CONTACT
Email: vinita.srivastava@jaipuria.ac.in
Location: Jaipuria Noida
Marketing
TEACHING AREAS
Marketing
Dr. Vinita Srivastava, Advanced Marketing Strategy and analytics (IIM Kozhikode), Healthcare Management (ISB), PhD in Management (GGSPIU), UGC-NET qualified (UGC), MBA in marketing (GKV) Certified Digital Marketing Master Course (Digital Vidya), Accredited Management Teacher (AIMA), Graduation in Instrumentation (Delhi University).
Dr. Vinita Srivastava epitomizes the fusion of academic prowess and practical expertise. Beyond her academic laurels, Dr. Srivastava’s professional journey is punctuated by her stint at CIPLA Ltd., a pharmaceutical giant, where she honed her skills and insights into pharmaceutical marketing. Her tenure at CIPLA provided invaluable firsthand experience into the intricacies of the pharmaceutical industry, laying the groundwork for her subsequent research endeavors.
Dr. Srivastava’ scholarly contributions extend far beyond the confines of corporate boardrooms, as evidenced by her prolific publication record in esteemed international journals. Her research focus on pharmaceutical marketing elucidates the complexities inherent in this dynamic domain, offering invaluable insights to academics, practitioners, and policymakers alike.
Her doctoral research, culminating in 2016, delved deep into the subject matter under consideration, endowing her with a nuanced understanding that permeates her scholarly discourse and further she authored book titled “Pharma Marketing Management”. Armed with certifications such as the Certified Digital Marketing Master Course from Digital Vidya, Dr. Srivastava stays abreast of the latest trends. Her ability to navigate the dynamic landscape of marketing strategy and analytics with finesse and acumen underscores her relevance and indispensability in an increasingly competitive marketplace.
Phd, UGC-Net, MBA
Total: 24 Years
Academics: 20 Years
Industry: 4 Years
Rajput A, Halan D and Srivastava V (2025), Influence of consumption values on consumer attitude towards sustainable apparel purchase intention : Evidence from Indian Apparel Market,June-2025, https://doi.org/10.1108/RJTA-06-2024-0090, Research Journal of Textile and Apparel
Rajput A, Halan D and Srivastava V (2024), Sustainable Apparel Purchase Intention: Influence of Branding on Indian Consumers, Journal of Textile Association, Nov- Dec 2024, vol 85, No. 4, Page 390
Srivastava V. (2024)Study of climate literacy and pro-environmental behavior amongst students, Citizenship, Social and Economics Education, 23 (1), pp. 31 – 46
Srivastava V. and Jain V (2024). The mediating role of tourism services: A PLS-SEM study on satisfaction and behavioural intention, International Journal Hospitality and Tourism Systems
Ajay Bansal, Rahul Gupta, Vinita Srivastava (2022) “Consumer purchase decision involvement across product categories and demographics “International Journal of Business Innovation and Research10.1504/IJBIR.2020.10030108
Kishore, J., Boro, P., Tripathi, V., Anand, T., Mandal, R. K., Kumar, V., Srivastava, V. (2022). Preventing school absenteeism during menstruation. Indian Journal of Youth and Adolescent Health, 9(3), 3-6. https://doi.org/10.24321/2349.2880.202210
Srivastava, V., & Thakur, R. R (2021) Do Consumers’ Beliefs, Knowledge, and Awareness Play an Important Role in Willingness to Adopt Pro–Environmental Behavior?. Journal of Emerging Technologies and Business Management, 10(1), 9. https://jetbm.imtnagpur.ac.in/journal/vol10/iss1/2
Thakur, Rajiv R., & Srivastava, Vinita (2021) Suggestive Models towards Successful Implementation of New Education Policy and in Making of Atmanirbahar Bharat. National Conference on Implementation of NEP-2020 “Challenges and Opportunities for Educational Institutions”. Tuesday, 30th November, 2021.
Srivastava V and Thakur R R (2019), “Assessing Job Satisfaction Parameters for Enhancing Performance: A Study on Knowledge Workers”, Journal of Advanced Research in HR and Organisational Management, vol 6, Issue 1 https://management.adrpublications.in/index.php/Journal-HumanResourcesOrg
Srivastava V(2018), “Influence of Promotional Tools and Physicians’ Demographics A Study in Indian Pharmaceutical Industry”, Journal Of Advanced Research In Operational And Marketing Management, Vol 4, No 1 https://management.adrpublications.in/index.php/Journal-OperationalMarketing-Mgt/article/view/443/0
Srivastava V and Dey B(2017), “Assessing the Behavioural Patterns of Internet Addiction: A Study of Indian Millenials”, Jaipuria International Journal of Management Research(EBSCO), Volume 3 Issue 2.
https://www.jaipuria.ac.in/assessing-the-behavioural-patterns-of-internet-addiction-a-study-of-indian-millenials/
Singh Manisha and Srivastava V (2017), “Consumer Perception of Herbal/ Ayurvedic Products in India”, Journal of Advanced Research in Economics & Business Management, Vol 4, No. 1 & 2.
https://management.adrpublications.in/index.php/Journal-Economics-BusinessMgt/issue/view/84
Srivastava V (2017), “Marketing Communication : Indian Pharmaceutical Industry” Synergy , A Bi-Annual Peer Reviewed Journal, vol. 14, No. 1.
Bansal A, Gupta R and Srivastava V(2017)“Factors Influencing Consumers’ Store Choice For Air-Conditioner Shopping”, International Journal of Applied Business and Economic Research, Volume 15, Number 17
Srivastava V (2017), "" Pharmaceutical Retail Store Characteristics and Trade Promotion"", Singapore Management Journal, Vol. 5, No.2
Srivastava V (2016),“Physicians’ Exposure to Promotional Tools in Indian Pharmaceutical Industry” Journal Of Advanced Research In Pharmaceutical Sciences & Pharmacology Interventions, vol 1, No 1, Nov 2016. http://www.medicaljournalshouse.com/index.php/PharmaceuticalSciPharmacology/article/view/24
Srivastava V, Handa M, Vohra A(2014), “ Pharmaceutical retailers and promotion by pharmaceutical companies in India” Journal of Medical Marketing, Sage Publications, Accepted July 2014.
https://journals.sagepub.com/doi/abs/10.1177/1745790414556562?journalCode=mmja
Srivastava V, Handa M and Vohra A(2014), “Do physicians really bite the hook?” Drishtikon: A Management Journal. Biannual Journal of Symbiosis Centre for Management and Human Resource Development, vol5 , issue 2. http://www.publishingindia.com/drishtikon/8/promotional-tools-do-physicians-really-bite-the-hook-/292/2156/
Handa M, Vohra A, Srivastava V (2014), “Ethics: The physician pharma dyad in India”, Asian Journal of Business Ethics: volume 3, issue 1, page 1-14,Springer Publications. https://link.springer.com/article/10.1007/s13520-012-0025-5
Handa M, Vohra A, Srivastava V(2013) “Perception of Physician towards Pharmaceutical Promotion in India”, Journal of Medical Marketing, Sage Publications, Volume 13 Issue 2, May 2013.
https://journals.sagepub.com/doi/abs/10.1177/1745790413480519?journalCode=mmja
Srivastava V, J Kishore(2012), “Social Marketing in Public Health”, Research and Reviews: A Journal of Health Professions(2012), an International journal.
http://medicaljournals.stmjournals.in/index.php/RRJoHP/issue/view/97
Srivastava V, Mishra S(2012),“A study on the effectiveness of Internet Advertisement” Indian Journal of Marketing
http://indianjournalofmarketing.com/index.php/ijom/article/view/37547
Rajput A, Halan D and Srivastava V (2024), Certificate of achievement presented for winning the ‘best paper award’ for virtual track 4 - entrepreneurship and consumer behavior for the paper titled “influence of branding attributes on consumer’s brand attitude towards sustainable apparel”. This was presented in SEEDS 24, 2nd international conference on sustainability, entrepreneurship, equity and digital strategies organized in Dubai by Jaipuria Institute of Management Noida and Middlesex University Dubai on 17th and 18th December 2024.
Rajput A, Halan D and Srivastava V (2024), Certificate of achievement presented for winning the ‘best paper award’ for virtual track 4 - entrepreneurship and consumer behavior for the paper titled “influence of branding attributes on consumer’s brand attitude towards sustainable apparel”. This was presented in SEEDS 24, 2nd international conference on sustainability, entrepreneurship, equity and digital strategies organized in Dubai by Jaipuria Institute of Management Noida and Middlesex University Dubai on 17th and 18th December 2024.
Srivastava V, Bhattacharya V and Bhola S (2024), Presented case titled “Mahesh Cloth House : Old Wine in New Bottle”, in SEEDS 24, 2nd international conference on sustainability, entrepreneurship, equity and digital strategies organized in Dubai by Jaipuria Institute of Management Noida and Middlesex University Dubai on 17th and 18th December 2024.
Thakur, Rajiv R., & Srivastava, Vinita (2023) Presented paper titled New Education Policy 2020 and Digital Transformation in India – Impact on Responsible Management Education Initiatives in B Schools"" in EUMMAS A2S Conference on Global Social and Technological Development and Sustainability ‘hosted by Skyline University College, University City of Sharjah, UAE between Feb 21-23, 2023
Thakur, R. R., & Srivastava, V. (2023). Suggestive models towards successful implementation of New Education Policy and in making of Atmanirbahar Bharat. National Conference on Implementation of NEP 2020: Challenges and Opportunities for Educational Institutions. Education Promotion Society for India (EPSI), Hotel Taj, Bengaluru, Karnataka
Srivastava V and Srivastava S (2022), “Study of Climate Literacy and Pro-Environmental Behavior Amongst Students "" 3rd International conference on climate change on 2nd June 22, Bali Indonesia.
Srivastava V (2017), “Managing Business Sustainability"" 1st Asia-Pacific Conference in Singapore, Hotel PARKROYAL, Kitchener Road, Singapore, Jaipuria Institute of Management, Lucknow in collaboration with Sunway University, Malaysia, Academy For Global Business Advancement, USA, and Cambridge Central Asia Forum, UK
Handa M and Srivastava V (2015), “ A study of promotion mix decisions in pharmaceutical industry in India”, International Conference on Contemporary Marketing Issues(ICCMI), London, UK.
Srivastava, V., & Kishore, J. (2024). Pharma Marketing Management. Pearson India. ISBN: 9789361595035."
Handa M, Srivastava V (2014),“Ethical Issues and Pharmaceutical Marketing in Developing Economies: A Study of Pharmaceutical Promotion in India” , Macro-Marketing Conference 2014, University of London
National conference on “Promoting excellence in Governance” organized by AIMA in Hotel TAJ, 2009
Conference on “ Management and Professionalization of Higher Education” 2009 organized by University School of Management Studies and Erasmus Mundus Association of India
National Conference on “Women in Leadership Roles: The way Forward” 2009 organized by AIMA in Hotel Intercontinental, Eros.
National conference on “building organizations of consequence” organized by AIMA in Chinmaya Bhawan, 2008.
Srivastava, V., & Thakur, R. R (2021) Emerald emerging markets case studies Rojiroti: Innovative Microfinance in India
Nathani BD and Srivastava V (2021), “Making of a brand : Woodland” (CASE CENTRE)
Jain V and Srivastava V(2018), “Wonder Pedicabs”, Emerald Emerging Markets Case Studies, Accepted (ABDC : C Category)
https://www.emerald.com/insight/content/doi/10.1108/EEMCS-07-2017-0169/full/html?af=R
Srivastava V and Bansal A(2016), “Managing Brand Crisis : Saga of Maggi Noodles”,
https://www.thecasecentre.org/corporate/products/view&&id=132869
