Research Areas:
Branding-consumer behavior interface; Relationship marketing; Combining online and offline marketing strategies

Academic Positions:
IIM Bangalore: 1995- present

Awards:
ICFAI Best Teacher Award by Association for Indian Management Schools (AIMS)

Significant Publications:

Books:

• Ramesh Kumar S, (Editor),"Cases in Consumer Behavior-with coverage on the Indian context", Pearson-Ivey publication,2012.
• Ramesh Kumar S., (Editor), "Cases In Marketing Management- with coverage of the Indian context" , Pearson-Ivey publication, 2011
• Ramesh Kumar S , Leon Schiffman, Lazar Kauk in collaboration with Joseph Wisenblit , Consumer Behavior 10 Ed (text book) Pearson education,2010
• Ramesh Kumar S Consumer behavior and Branding -Concepts, Readings and Cases (the Indian context),Pearson Education, 2009.
• Ramesh kumar S Marketing and Branding-The Indian Scenario, Pearson Education India ,2006.
• Ramesh Kumar S Conceptual Issues in Consumer Behavior-The Indian Context (323 pages), Pearson Education , Singapore,2003
• Ramesh Kumar S Managing Indian Brands-Concepts and Strategies, Vikas Publications,2001
• Ramesh Kumar S Application Exercises in Marketing-Indian Context , Vikas Publications,2000
• Ramesh kumar S Marketing Nuggets - Conceptual Dimensions in Marketing" Vikas Publications,1998

Cases:

• Ramesh Kumar S,  Ande Teja  and Syed Hussain , "Exploring  Category Benefits For Brand Building- Kaya and  the Beauty care market" , IIM B -HBS  case series, 2012.
• Ramesh Kumar S and Akshat Kumar , "HDFC Life Insurance-Building a Service Brand" Ivey case collection , 2012 
• Ramesh Kumar and Kasturi Baral,"xylyz: Premium watches and Behavioral Dimensions in the Indian context" 2012, IIMB case (marketed by Harvard Business School)
• Ramesh Kumar S and Nitya Guruvayurappan, "Himalaya Herbal Toothpaste: Category and Brand involvement in an Emerging market" 2011 Ivey case
• Ramesh Kumar and Shamit Bagchi, www.Dhonuk.com :Marketing Art in an emerging environment, 2011 Ivey case
• Ramesh Kumar S., Nitya Guruvayurappan and Madhurjya Banerjee," Ethnic Consulting Company" ,Ivey Case collection ,2010-Ivey case
• Ramesh Kumar S and Shamit Bagchi , "www.dhonuk.com -Marketing art in an emerging market " Ivey case collection,2011 Ivey case
• Ramesh Kumar S and Radhika Vishwas ,"Shiny Provision Stores :Challenges in the Indian retail market " Ivey Case Collection,2010-Ivey case
• Ramesh kumar S and Nitya Guruvayurappan ,"Super Shampoo and the Indian mass market" Ivey case Collection,2010 -Ivey case
• Ramesh Kumar S and Radhika Viswas "Conversations in the mass market-Cellular phone services in an Emerging market" (2009)
• Ramesh Kumar S and Geetha , " Fiery Thrills and Windy Rides-Positioning a new brand of motorcycle in the Indian context" 2009.
• Ramesh Kumar S and Mohan Kuruvilla ,"Tinplate Company of India-Need for a Conceptual Focus", Ivey Case collection, (2001)-Ivey case

Selected refereed international publications:

• Ramesh Kumar S ,”Adapting Integrated Marketing Communication to an Emerging Market” Journal of Integrated marketing Communication” ,2009
• Ramesh Kumar S and Kartik Srinivasan, “Consumer Psyche and Online Branding, The Indian Context-An Exploratory Study”, International Journal of Management Practices &Contemporary Thoughts “ Jun-Dec 2007  (published in 2008)
• Ramesh Kumar S ,Nitya Guruvayurappan and Madhurjya ,” Cultural Values and  branding in an Emerging market-The Indian Context” ,Marketing Review Autumn issue, 2007
• Ramesh Kumar S,Rajeev Ravi and Jeevesh Jain,” ,” The Role of Point of Purchase in Shopping behaviour in an Emerging Market-The Indian Context”, Indian  Retailing Review” ,Jun –Dec 2007
• Ramesh Kumar,Amit Luthra and Gaurav Datta ,”Linkages between Brand Personality and Brand loyalty- A Qualitative study in an Emerging market in the Indian Context” ,South Asian Journal of Management, April-Jun 2006.
• Ramesh Kumar and Aaalp Sharma, ”Expansion advertising as a precursor to Brand loyalty in India, International Journal of Entrepreneurship and Management” , Sept,2005.
• Ramesh Kumar S and Jai Advani “ Factors affecting Brand Loyalty-A framework for fast moving consumer goods “ (accepted by Journal of Customer Behaviour),2005.
• Ramesh Kumar ,S "Branding in a changing environment-The Indian Context" Journal of Brand Management,Sept,2003
• Ramesh Kumar S and Karan Bajaj ,"Cultural Dimensions and MNC Brands-A study in the Indian Context", South Asian Journal of Management,July-Sept,2002
• Ramesh Kumar S," Combining Online and Offline Marketing Strategies "Ivey Business Journal  Nov/Dec 2001

Conferences:

• Presented a paper Customer Equity in Emerging Markets at “Frontiers in   Marketing” conducted by Amercian Marketing Association and University of   Queensland at Brisbane, Jun 28-July 2,2006.
• Presented a paper, ,   “Managing Product Value and Symbolism in Brand Proposition-The Indian Context” in the conference “Marketing Strategies for         Emerging Markets “ conducted by IIM Kozhikode and NASMEI, U.S, at        Kozhikode  ( Dec,2004)
• Presented a paper on “Linkages between Brand Loyalty and Brand         Personality” at the Academy of Marketing conference held at University of Gloucestershire, U.K (July,2004)   (joint paper with Amit Luthra and Gaurav Datta)
• Qualitative Measurement of Impulsive Behavior-Retailing Context (abstract) accepted for presentation at the Marketing Science Conference at  Smith School of Business, Maryland ,U.S (Jun,2003)
• Presented a paper on “Online Customer Equity at the Frontiers in Services”in a conference conducted by Amercian Marketing Association and Maastrict University,Netherlands  (Jun,2002)
• Presented  a paper (with N.B.Kanagal) on "Product-Customer Interface" at the    American   Marketing Association  conference "Frontiers in Services"   held at      Vanderbilt University, U.S (Oct 22-24,1999)
• Presented a paper on Imagery and Consumer Behavior at the Psychology Congress held by Sweedish Psychological Association at Stockholm(July,2000)
• Presented a paper (jointly with Professor Nargundkar titled “Towards A Global  Village : Changes in Consumer And Industrial Marketing in India” at the International conference on “Architechting The Global Village : Perspectives, Problems And Prospects”  held at Administrative Staff College of India, Hyderabad  (Jan 3-5, 1997).
• Paper titled “Monitoring Customer Satisfaction” accepted by Southern State University of Connecticut, US for the conference on “Business Envinronment” (Nov 13-14, 1997).
• Paper on “Entry Strategies of Multinational Corporations – Indian Context” accepted by the University of Belgrade for a conference on  “Emerging Economies”  (July 13-15, 1998).

Refereed book chapter:

“The E-Mode of Brand Positioning - The Need for an Online Positioning Interface,”  Contemporary Research in E-Marketing, Volume 2, edited by Dr. Sandeep Krishnamurthy, Idea Group Inc.2006

Other articles:

• Addressing Diversity : The Marketing Challenge in India , Wall Street Journal,Oct 20,2009.
• Published over hundred and fifty articles in leading business newspapers in the area of `Marketing’ (`The Hindu’,  `The Hindu – Businessline’,  `Economic Times’, `Financial Express’  and `Deccan Herald’).
• Published case studies in `Business Today’  (a magazine for corporate executives).