S Saibaba

Research Interest / Consulting Area
Disruptive Innovation, Virtual Branding, Customer Engagement and Customer Value Chain

Courses Offered
Marketing Research, Marketing Analytics, Brand Management, Services Marketing, Consumer Behavior, Integrated Marketing Communications

Positions Held / Associated With
Worked as Assistant Professor in School of Business, Alliance University, Bangalore.
Worked as Assistant Director–Academic in Siva Sivani Institute of Management, Hyderabad.
Worked as Assistant Professor in Siva Sivani Institute of Management, Hyderabad.
Worked as Assistant Professor in CMR College of Engg. & Tech., Hyderabad.
Worked as Assistant Professor in DVR PG Institute of Management, Hyderabad.
Worked as Educational Representative in Tata McGraw Hill Publishing, Chennai.

Dr. S. SaibabaMBA, MFM, MA, MPhil, PhD.
Assistant Professor - Marketing
saibaba@sdmimd.ac.in

Dr. S. Saibaba has a Master’s in Business Administration from the University of Madras specializing in Marketing. He has got M.Phil from Bharathidasan University and Ph.D. from Acharya Nagarjuna University. He has over 17 years of PG teaching experience and one and half years of Industry experience. His doctoral thesis was in e-consumer behavior with special reference to adoption of Internet Banking in India. He has taken part and presented research papers in various National and International Conferences. He has also published research papers in peer-reviewed journals in Diffusion of Innovation and e-Consumer Behavior. He has also attended various workshops and training programs in leading management schools like ISB, IIM-Kozhikode, IBS, and NIT-Calicut.
 
He has also done his M.A in Advertising and Public Relations from Madurai Kamaraj University (DDE), Madurai. He has also got UGC-NET certificate in 2012. He has been a co-convener and successfully organized a National and International Conference in the area of Marketing. He has proficiency in computer applications and statistical packages like MS-Excel, IBM SPSS & AMOS, R and Tableau.

Publications

Editor

  1. S. Saibaba, Arijit Santikary & Pankaj Mohanty (2012). Services Marketing in India–Changing Paradigms. Hyderabad: Siva Sivani Institute of Management [978-81-905242-0-6].
  2. S. Saibaba, Arijit Santikary & M Pratima (2013). Innovative Marketing Strategies for Emerging Markets–What’s Next. Hyderabad: Siva Sivani Institute of Management [978-81-905242-0-4].
Book Chapters
 
  1. S. Saibaba. (2010). Perceptions of Service Quality and Customer Satisfaction of Online Shopping Websites in India. Ideas, Insights and Innovations on Management Research–An International Perspective by P. David Jawahar [Editor]. Tiruchirappalli: MacMillan Publishers India Ltd [023-032-889-X].
  2. T. Thirumal Reddy & S. Saibaba (2010). Service Quality Determinants of E-Commerce Websites: A Content analysis. Strategic Quality Management through Innovation and Value Creation by GVRK Acharyulu & B Raja Shekhar [Editors]. Hyderabad: Excel Books [978-81-7446-825-3].

International Journals

  1. Bhattacharjee, M., & Saibaba, S. (2018). Disruptive Value Creation in Business: A Case Based Analytical Study to Understand the Potential Impact of Disruptive Value on Competitive Forces. Management Today, ISSN: 2348-3989 (Online); 2230-9764 (Print), 8(3), 247-254.
  2. Saibaba, S., (2014). Factors Influencing Customers' Intentions to Use Internet Banking: Model Development and Test. International Journal of Innovative Technology & Adaptive Management (IJITAM), ISSN: 2347-3622, Volume-1, Issue-5, 202-206.
  3. Saibaba, S., & Murty, TN. (2014). Influence of Demographic Factors of Consumers on Internet Banking Adoption in India. Intercontinental Journal of Marketing Research Review, ISSN: 2321-0346 (Online), 2347-1670 (Print), Vol. 2, Issue 2, 49-62.
  4. Saibaba, S., & Santikary A. (2014). Business Students’ Perception Toward Sales as a Career in India: An Empirical Investigation. Intercontinental Journal of Marketing Research Review, ISSN: 2321-0346 (Online), 2347-1670 (Print), Vol. 2, Issue 2, 63-71.
  5. Saibaba, S., & Murty, TN (2014). Acceptance of Consumers on Internet Banking Services–An Empirical Study in India. PRIMAX International Journal of Finance, ISSN: 2348-0475, Vol. 1, Issue 2, 77-84.
  6. Saibaba, S. and Murthy, T. Naryana (2013). Factors Influencing the Behavioral Intention to Adopt Internet Banking: An Empirical Study in India. Researchers World: Journal of Arts, Science and Commerce, ISSN: 2231-4172 (Print); 2229-4686 (Online), Vol. IV, Issue 4(1), 77-91.

National Journal

  1.  Saibaba, S., (2009). Users’ Attitude Toward Online Music Websites and Perceived Risks in Buying Music Online. Journal of Marketing Trends, ISSN: 0976-0881, Vol. 1 (2), 57-65.

International Conferences

  1. Presented a Paper on “Building Customer Relationship @ Banks: The Web Experience” at International Conference on Management Science & Arts conducted by Faculty of Management Studies, Gurukul Kangri University, Haridwar in September 2008.
  2. Presented a Paper on “Users’ Attitude Toward Online Music Websites and Perceived Risks in Buying Music Online” at the International Conference on Marketing and Business Strategy (ICOMBS ’09) organised by IBS, Hyderabad in January 2009.
  3. Presented a Paper on “Consumers’ Acceptance of Mobile Banking in India–An Empirical Study” at the International Conference on Marketing at K.J. Somaiah Institute of Management Studies and Research, Mumbai in January 2010.
  4. Presented a Paper on “Perceptions of Service Quality and Customer Satisfaction of Online Shopping Websites in India” at ATHENS’ 2010 organised by Bharathidasan Institute of Management, Tiruchirappalli in February 2010.
  5. Presented a paper on “An Empirical Study of Internet Banking Acceptance in India: An Extended UTAUT Model” at International Conference on Research in marketing organised by IIT Delhi in December 2013.
  6. Presented a paper on “A Case-based Analytical study to Understand the Potential Impact of Disruptive Values on Competitive Forces” in a Research Workshop on ‘Towards Development of a New Marketing Theory’ organised by Indus Business Academy in March 2018. 

National Conferences

  1. Presented a Paper on “Sports Sponsorship as a Marketing Communication Tool” at National Conference on Emerging Paradigms on Marketing conducted by Dhruva College of Management, Hyderabad in July 2008.
  2. Presented a Paper on “Building Brands on the Internet–Researchers’ Perspective” at the State Level Conference on Marketing Challenges in 21st Century organised by A.V. College, Hyderabad in December 2008.
  3. Presented a Paper on “Influence of Website Exposure on Brand Awareness” at National Conference on Emerging Issues in Management in the Changing Corporate World at Kavikulguru Institute of Technology & Science, Nagpur in January 2010.
  4. Presented and won the Best Paper Award for a paper on “Customer Switching Behaviour in Cellular Services – An Indian Scenario” at National Conference on Management–A Changing Scenario, at Panimalar Engineering College, in March 2010.
  5. Presented a Paper on “Advertising Strategies used by Services Marketers in India: A Content Analysis” at National Conference on Emerging Trends in Business organised by CHRIST University, Bangalore in March 2011.
  6. Presented a paper on “Factors influencing the adoption of Internet banking services in India – SEM Approach” at National Seminar on Multivariate Analysis for Management Research organised by Dept. of Business Management, Osmania University in September 2013.
  7. Presented a on “Factors Influencing Customers’ Intentions to Use Internet Banking: Model Development and Test” at National Conference on management and Social Sciences – Its Impact on Sustainable Development organised by SMS-CBIT in October 2013.