Keerthan Raj

Research Interest / Consulting Area
Consumer Behaviour, Branding, Emerging Markets

Courses Offered
Strategic Marketing, Marketing Management, Market Research

Positions Held / Associated With
Dean – Academics & Research, Institute of Management and Commerce, Srinivas University, Mangalore
Member - Academic Council- Srinivas University
Member - Research & Innovation Council, Srinivas University
Chairperson – Board of Studies & Board of Examination, Srinivas University
Chief Manager, IndusInd Bank Ltd.
Regional Head, ArthaMoney Financial Retail Ltd., South Karnataka (A Unit of Times Group)
Head - Personal Banking Division, ABN AMRO BANK Ltd., Mumbai
Sr. Manager, ING Vysya Ltd., Mangalore
Territory Sales Leader, American Express Bank Ltd., Bangalore

Dr. Keerthan Raj, MBA., M.A (Eco.,) AMT., Ph.D.
Associate Professor - Marketing
keerthanraj@gmail.com

A Management graduate having completed MBA from the Department of Business Administration, Mangalore University specialising in Marketing. She has done her M.A. in Economics from Mangalore University and Ph D from Srinivas University. She is an Accredited Management Teacher from All India Management Institute, New Delhi and is also a member of the All India Management Scholars, New Delhi, She has twenty two years of total work experience having served eleven years in the corporate sector in leadership roles in major banking and financial institutions and eleven years of PG teaching including six years of research experience.  Her doctoral thesis was in the area of branding impact on consumer behaviour with reference to Base of the Pyramid Customers. She has written many articles and research papers in peer reviewed journals including SCOPUS in the areas of Consumer behaviour and branding, She has conducted many training programmes to management faculty and attended training programmes and FDPs in management schools. .She has trained Senior and Middle level executives of Karnataka Bank, NMPA, cooperative banks like MCC Bank in the area of  leadership, management and brand building. 

Publications

Books/Book Chapters/Edited Books

  1. Be Street Smart to Win, ISBN 9789355744371, Walnut Publications.
  2. 'Latest Concern and Research in Applied Social Science, Management in Digital & ICT Society, ISBN 978-81-19006-32-8, New Delhi Publishers.
  3. Changing Employability Gap: Will the Industry Face a Talent Gap? An Analysis, Book Titled - Emergence and Research in Interdisciplinary Management and Information Technology, ISBN 978-81-19006-34-2, New Delhi Publishers.

International Journals

  1. Raj, K., & Aithal, P. S. (2022). Assessing the Attractiveness & Feasibility of doing Business in the BoP Market–A Mixed Method Approach using ABCD Analysis Technique. International Journal of Case Studies in Business, IT, and Education (IJCSBE), 6(2), 117-145.
  2. Sahoo, K. and Satpathy, J. Mohanty, V., Subramanium, K. and Raj, K. (2021). Cognito - Tectonics In Stress Induced Emotional Behaviour. Journal of YMER, / ISSN: 0044-0477, Volume 20: Issue 11, DOI Number: 10.37896/YMER20.11/31, (Nov) – 2021, Pp: 340-368, India (International). Scopus
  3. Raj, K., & Aithal, P. S. (2020). The Post COVID-19 World: Efforts Needed to Build Back a More Resilient Society. International Journal of Case Studies in Business, IT, and Education (IJCSBE), 4(1), 88-93.
  4. Raj, K., & Aithal, P. S. (2020). Impact of COVID-19 on Bottom of the Pyramid Population–An Empirical Study. International Journal of Management, Technology, and Social Sciences (IJMTS), 5(2), 380-388.
  5. Raj, K., & Aithal, P. S. (2020). A New Concept of Circular Model of Management for Achieving Sustainable Success and Growth. International Journal of Management, Technology, and Social Sciences (IJMTS), 5(1), 1-17.
  6. Raj, K., & Aithal, S. (2018). The Concept of Cockroach Theory of Sustainable and Scalable Organizational and Individual Growth.
  7. Raj, K., & Aithal, P. S. (2019, October). National Academic Credit Bank–A Global Perspective. In Proceedings of National Conference on Research in Higher Education, Learning and Administration (Vol. 1, No. 1, pp. 150-155).
  8. Raj, K., & Aithal, P. S. ABCD ANALYSIS OF GENERATING WEALTH FROM THE BOTTOM OF THE PYRAMID.
  9. Raj, K., & Aithal, P. S. (2018, December). Emerging Changes and Trends in IT Industry. In Proceedings of National Conference on Advances in Information Technology, Management, Social Sciences and Education (pp. 58-61).
  10. Raj, K., & Aithal, P. S. (2019). Global Challenges for Business in the 3rd Millennium. In
  11. Raj, K., & Aithal, P. S. (2018). Detailed Evidence Based Study on Cockroach Theory of Organizational Sustainability and Scalability of Bottom of the Pyramid Approach.
  12. Raj, K., & Aithal, P. S. (2018). Applicability of the Cockroach Theory–A Case Study of the Healthcare Industry in India. International Journal of Case Studies in Business, IT and Education (IJCSBE),(2018), 2(2), 48-52.
  13. Raj, K., & Aithal, P. S. A New Concept of Circular Model of Management for Achieving Sustainable Success and Growth.
  14. Raj, K., & Aithal, P. S. (2018). Big data effect on base of the pyramid segment.
  15. Raj, K., & Aithal, P. S. (2018). Sustainable development in India 2.0 with reference to the BOP perspective. International Journal of Applied Engineering and Management Letters (IJAEML),(2018), 2(2), 87-97.
  16. Raj, K., & Aithal, P. S. (2018). Cockroach Theory of Organizational Sustainability and Scalability: Detailed Study on Evidence Based on BOP Approach. IRA-International Journal of Management & Social Sciences, 12(1), 1-11.
  17. Raj, K., & Aithal, P. S. (2018). The Significance of Big Data for the Base of the Pyramid Segment. International Journal of Applied Engineering and Management Letters (IJAEML), 2(1), 72-81.
  18. Raj, K., & Aithal, P. S. (2018). The Cockroach Theory for Sustainable and Scalable Organizational and Individual Growth. International Journal of Advanced Trends in Engineering and Technology, 3(1), 146-149.
  19. Raj, K., & Aithal, P. S. (2018). Digitization of India-Impact on the BOP Sector. International Journal of Management, Technology, and Social Sciences (IJMTS), 3(1), 59-74.
  20. Raj, Keerthan and Aithal, P. S. (2018). Generating Wealth at the Base of the Pyramid – a Study Using ABCD Analysis Technique . International Journal of Computational Research and Development (IJCRD), 3(1), 68-76. ISSN (Online): 2456 – 3137.
  21. Raj, Keerthan and Aithal, P. S. (2018). Literature Review of Impact of Branding on Base of the Pyramid Markets with Special Reference to India. International Journal of Applied Engineering and Management Letters (IJAEML), 2(1), 43- 63. (2018).
  22. Keerthan, R. & Aithal, P. S. (2017). A ‘Desi’ Multinational – A Case Study of Hindustan Unilever Limited. International Journal of Case Studies in Business, IT and Education (IJCSBE), 2(1), 1-12. DOI: http://dx.doi.org/10.5281/zenodo.1147365.
  23. Keerthan Raj. (2017). Indigenous Management Practices- A Case Study on Street Vendors. International Journal of Case Studies in Business, IT and Education (IJCSBE), 1(2), 29-36. DOI: http://dx.doi.org/10.5281/zenodo.914458.
  24. Keerthan Raj. “Branding and brand Extensions – Reasons for success - An Empirical Study”, IT & Management: Innovations and Inventions - Global Perspective at Anekant Institute of Management Studies, Baramati, Pune - ISBN- 978-81-925944-2-2.

Conference Publications

  1. Raj, Keerthan. (2024). Service Quality in the Omnichannel World. 9th PAN IIM World Management Conference held at IIM Sambalpur, 22-24 January 2024.  
  2. Measuring Business Acumen in the BoP Market – A Study using ABCD Analysis Technique, paper presented at International Conference on Embracing Changes and Transformation in Management, IT, Social Sciences and Education held on 27th August, 2022.
  3. “ A Study on the Perception of Student Community to NEP Implementation” paper presented in One day Conference titled Emerging Trends in Post Covid Scenario in Management, IT, Social Sciences and Education on 22nd December, 2022.
  4. “Exploring Convergent Validity for Select Employability Skill Construct” paper presented in Two Day International Conference titled Academic Research and Innovation in Management, Information Technology, Social Science & Education - ICARI -2021 held on 24th & 25th November, 2021.
  5. “Renaissance phase in Higher Education in India - NEP and Its Implications - An Empirical Insight” paper presented in Two Day International Conference titled Academic Research and Innovation in Management, Information Technology, Social Science & Education - ICARI -2021 held on 24th & 25th November, 2021.
  6. “Neuro - Experimentations in Emotive Continuum”, paper presented in Two Day International Conference titled Academic Research and Innovation in Management, Information Technology, Social Science & Education - ICARI -2021 held on 24th & 25th November, 2021.
  7. “Business Practices in Covid Times – A Case study on Sustainability” paper presented in One Day National Conference Resilience, Innovation & Reinvention – Coping with Turbulent Times held on 16th June, 2021
  8. “Understanding Shopping Behaviour of Base of Pyramid Customers – A pilot study”, paper presented in one day national conference on Innovative Practices in Banking, Management, IT, Education and Social Science held on 30th November, 2019.
  9. “A New Concept of Circular Model of Management for Achieving Sustainable Success and Growth”, paper presented in Two-day International Conference titled EMERGING TRENDS IN MANAGEMENT, INFORMATION TECHNOLOGY AND EDUCATION held on 17th & 18th August 2019.
  10. “Education Industry Management – A study of the current scenario and future trends”, a paper presented in One day National Conference, titled Advances In Management, IT, Education and Social Sciences held on 27th April, 2019.
  11. ABCD Analysis of the Cockroach theory of organizational sustainability and scalability’ , paper presented in one day National Conference titled Exploring Avenues in Banking, Management, IT, Education & Social Sciences held on 4th August, 2018.
  12. Applicability of the Cockroach Theory - a Case study of the healthcare industry in India” , paper presented in one day National Conference titled Exploring Avenues in Banking, Management, IT, Education & Social Sciences held on 4th August, 2018.
  13. ABCD ANALYSIS OF GENERATING WEALTH FROM THE BOTTOM OF THE PYRAMID”, paper presented in One Day National Conference titled - Impact of Ideas and Innovations on Management, IT, Education & Social Sciences on 17th March, 2018.
  14. Big Data and the Base of the Pyramid Segment”, paper presented in One Day National Conference titled - Impact of Ideas and Innovations on Management, IT, Education & Social Sciences on 17th March, 2018.
  15. Content Marketing - The perfect mix for the Internet Generation”, paper presented in One Day National Conference titled - Impact of Ideas and Innovations on Management, IT, Education & Social Sciences on 17th March, 2018.
  16. Indigenous Management Practices- A Case Study on Street Vendors”, paper presented in Two Days National Conference titled Implications of Research in Banking, Management, IT, Education and Social Sciences, Conference, 18th & 19th August, 2017.
  17. Online shopping of luxury Brands- Key Drivers”, Presented in two days National Conference held on 23rd and 24th March, 2017 - Reinventing Opportunities in Management, IT and Social Sciences at Srinivas University, Mangalore.
  18. Competitive Selling- The Banking Industry - An Empirical Study presented in National Conference, Srinivas Institute of Management Studies, Mangalore
Reviewer 
 
  1. Reviewer for International Journal and Summer Internship, AIMS
  2. Reviewer – Ilomata International Journal of Management
  3. Reviewer - MDPI Journal of Sustainability