Dr. Vinita Srivastava

Dr. Vinita Srivastava is an academician, consultant, researcher, and trainer with more than seventeen years of experience in the field of Marketing. At present, she is working as an assistant professor and Coordinator – Centre for entrepreneurship and family business at Jaipuria Management institute in Noida, which is one of the top MBA/PGDM colleges in Delhi NCR.

Her research papers have been extensively published in reputed refereed journals like Asian Journal of Business Ethics (Springer), Journal of Medical Marketing (Sage), Research and Reviews: A Journal of Health Professions (ADR), Journal of Nursing Science & practice (ADR), Journal Of Advanced Research In Operational And Marketing Management(ADR), Synergy(ITS), Drishtikon: A Management Journal. (Symbiosis), Indian Journal of Marketing, Case Centre (UK).

She has presented her papers at the University of London, IIM Lucknow, Noida Campus, Kingston University, Guru Gobind Singh Indraprastha University, Delhi.

She is also a reviewer of various referred Journals like Reviewer with Journal of Promotion Management, Taylor and Francis and Asian Journal of Business Ethics, Springer Publications, and Journal of Pharmaceutical and Healthcare Marketing, Emerald Publications.

She has imparted training in Cipla Ltd. She has contributed chapters in “Retail Marketing”, “Marketing” and “Sales Management” books published by the Central Board of Secondary Education.

She has conducted guest sessions in Maulana Azad Medical College and Vardhman Mahavir Medical College on “Public Health Marketing”. Her area of research interest is pharmaceutical marketing, public health marketing, pharmaceutical industrial management, and social marketing. She was invited as an expert on “Employment and Skills Development in Adolescents”, in A National Consultative Meet: Emerging Issues-Youth and Adolescent Health, organized by the Indian Association for Adolescent Health(IAAH) in collaboration with the Department of Community Medicine, MAMC.

Ph.D, MBA, UGC-NET

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

Bansal, A., Gupta, R., & Srivastava, V. (2022). Consumer purchase decision involvement across product categories and demographics. International Journal of Business Innovation and Research, 28(4), 421–447. https://doi.org/10.1504/IJBIR.2022.124887

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 (Accepted)

Srivastava, V. (2024). Study of climate literacy and pro-environmental behavior amongst students. Citizenship, Social and Economics Education (Accepted)

Case Studies

Srivastava, V., & Thakur, R.R. (2021). Rojiroti: Innovative microfinance in India. Emerald Emerging Markets Case Studies, 11(4). https://doi.org/10.1108/EEMCS-02-2021-0035

Srivastava, V., & Nathani, B.D. (2020). Making of a brand: Woodland (Case-Reference no. 520-0154-1). The Case Centre, Ivey Publishing.  https://www.thecasecentre.org/products/view?id=174248

Conference Papers

Thakur, R. R., & Srivastava, V. (2023). New Education Policy 2020 and digital transformation in India – Impact on Responsible Management Education Initiatives in B Schools. EUMMAS A2S Conference on Global Social and Technological Development and Sustainability, Skyline University College, University City of Sharjah, UAE [21-23 February 2023]

Srivastava, V. and Srivastava, S. (2022). Study of climate literacy and pro-environmental behavior amongst students. 3rd International Conference on Climate Change on Advancing Mitigation and Adaptation Actions for Climate Change. International Society of Environmental Relationship and Sustainability (ISERS) and BioLEAGUES Worldwide, Bali, Indonesia [1-3 June 2022]

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 [30 November 2021]

Papers Published in Other Peer Reviewed Journals

Srivastava, V., & Thakur, R. R. (2019). Assessing job satisfaction parameters for enhancing performance: A study on knowledge workers. Journal of Advanced Research in HR and Organizational Management, 6(1), 16-26. https://journals.indexcopernicus.com/api/file/viewByFileId/754878

Srivastava, V., & Thakur, R. R. (2021). Do consumers' beliefs, knowledge, and awareness play an important role in willingness to adopt pro-environmental behaviour? Journal of Emerging Technologies and Business Management, 10(1), 9. https://jetbm.imtnagpur.ac.in/journal/vol10/iss1/2

Srivastava, V., & Thakur, R. R. (2019). Assessing job satisfaction parameters for enhancing performance: A study on knowledge workers. Journal of Advanced Research in HR and Organizational Management, 6(1), 16-26.

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 behaviour?. Journal of Emerging Technologies and Business Management, 10(1), 9. https://jetbm.imtnagpur.ac.in/journal/vol10/iss1/2