Publications

Research, cases, analyses, and media writing.

Ordered newest first within each section, with new entries from the brief added above migrated current-site content.

Research Publications

Peer-reviewed journal work.

NEWKumar, S., Srivastava, M., & Sivaramakrishnan, S. (2025). Getting the scoop on native advertising - A bibliometric and TCCM-based review. Marketing Intelligence and Planning.

This study presents a comprehensive bibliometric review of native advertising research, mapping the intellectual structure and thematic evolution of the field. Using the TCCM framework, it synthesises findings and identifies key research gaps. The paper is classified under the ABDC "A" category.

NEWSrivastava, M., Sivaramakrishnan, S., & Pandey, N. (2024). Demystifying customer engagement in B2B markets. Journal of Business & Industrial Marketing, 39(11), 2364-2385.

This research explores customer engagement in B2B contexts and develops a conceptual framework for understanding drivers, dimensions, and outcomes. The paper is classified under the ABDC "A" category.

NEWGupta, D. & Sivaramakrishnan, S. (2022). Impact of credibility of online product reviews on the purchase decision of unbranded products in e-commerce. Empirical Economics Letters, 21(3).

This study examines how perceived credibility of online product reviews influences consumer purchase decisions, with a focus on unbranded products in Indian e-commerce.

Srivastava, M. & Sivaramakrishnan, S. (2022). A bibliometric analysis of the structure and trends of customer engagement in the context of international marketing. International Marketing Review, 39(4), 836-851.

This study uses bibliometric analysis to map the intellectual structure and evolution of customer engagement research within international marketing. The paper is classified under the ABDC "A" category.

Srivastava, M. & Sivaramakrishnan, S. (2021). Mapping the themes and intellectual structure of customer engagement: a bibliometric analysis. Marketing Intelligence and Planning, 39(5), 702-727.

This paper presents a bibliometric analysis of the customer engagement literature, identifying key themes, authors, journals, and future research areas. The paper is classified under the ABDC "A" category.

Srivastava, M. & Sivaramakrishnan, S. (2020). The impact of eWOM on Consumer Brand Engagement. Marketing Intelligence and Planning, 39(3), 469-484.

This research investigates how electronic word-of-mouth influences consumer brand engagement, loyalty, and satisfaction. The paper is classified under the ABDC "A" category.

Srivastava, M., Sivaramakrishnan, S., & Saini, G. (2020). The relationship between Electronic Word-of-mouth and Consumer Engagement: An exploratory study. IIM Kozhikode Society and Management Review, 10(1), 66-81.

This exploratory study examines how consumers' online conversations and reviews contribute to deeper forms of engagement with brands and products.

Sivaramakrishnan, S. & Srivastava, M. (2019). Financial Well-being, Risk Avoidance and Stock Market Participation. International Journal of Financial Services Management, 9(4), 326-344.

The study examines influences of risk avoidance and financial well-being on intention to invest in equity products.

Bali, A., Kachwala T. T., & Sivaramakrishnan, S. (2019). An Assessment of the Impact of Karma Yoga on Performance in Teams. South Asian Journal of Management, 26(3).

The study uses experiments to measure the effect of belief in karma yoga on individuals and teams in a controlled environment.

Bali, A., Kachwala T. T., & Sivaramakrishnan, S. (2019). Aparigraha - Is it good for organisations? International Journal of Management Concepts and Philosophy, 12(3), 360-384.

The study tests the impact of practising Aparigraha on group performance in organisations.

Sivaramakrishnan, S., Srivastava, M., & Rastogi, A. (2017). Attitudinal factors, financial literacy, and stock market participation. International Journal of Bank Marketing, 35(5), 818-841.

This study examines the role of attitudinal factors and financial literacy in determining stock market participation among individual investors. The paper is classified under the ABDC "A" category.

Teaching Cases

Published teaching cases.

NEWSivaramakrishnan, S. & Saini, G. K. (2025). Canfem: Online Channel Selection. London, Ontario: Ivey Publishing, Western University.

This teaching case examines channel selection challenges faced by Canfem, requiring analysis of channel economics, brand positioning, and strategic fit.

Sivaramakrishnan, S. & Krishna, A. (2022). QualityKiosk: Sales Force Design for Anabot. London, Ontario: Ivey Publishing, Western University.

This case explores sales force design challenges faced by QualityKiosk Technologies as it launches Anabot, a new analytics product.

Sivaramakrishnan, S., Ray, S. & Goswami, P. (2020). EcoFemme Cloth Pads: Reaching Rural Women. London, Ontario: Ivey Publishing, Western University.

This case examines EcoFemme's challenge of distributing reusable cloth menstrual pads to rural women in India.

Sivaramakrishnan, S. & Krishna, A. (2017). QualityKiosk: Drawing up a sales strategy. London, Ontario: Ivey Publishing, Western University.

Students analyse market position, customer segments, and competitive landscape to formulate a sales approach for a technology services firm.

Sivaramakrishnan, S. & Bhide, M. (2017). Aileron Lighting - The Sales Promotion Question. Emerald Emerging Markets Case Studies Collection.

This case presents a sales promotion decision faced by Aileron Lighting in the Indian market.

Sivaramakrishnan, S., Thapar, G., Gattani, V. & Chatterjee, A. (2014). Wipro Consumer Care: Merchandising for Success. London, Ontario: Ivey Publishing, Western University.

This case examines merchandising strategy, retail execution, in-store visibility, and sales in FMCG retail.

Sivaramakrishnan, S. (2014). Asclepius Consulting: The Sales Force Dilemma. London, Ontario: Ivey Publishing, Western University.

This case presents a consulting firm's dilemma in designing its sales force structure while scaling a product and services business.

Case Analyses

Published case analyses.

NEWSivaramakrishnan, S. (2022). Multi-channel retailing: Srikrishna Motors makes the transition. Vision: The Journal of Business Perspective.

This case analysis examines the transition of Srikrishna Motors into multi-channel retailing and explores strategic, operational, and customer experience implications.

Sivaramakrishnan, S. (2017). Managing the Sales Team at Balram Beverages - Case Analysis. Vision: The Journal of Business Perspective, 21(4), 479-481.

An analysis of a sales leadership hiring decision with multiple candidates and trade-offs.

Sivaramakrishnan, S. (2016). LPB, Stopping Territory Infringement - Case Analysis. Vision: The Journal of Business Perspective, 20(3), 256-258.

A branch manager considers how to address territory infringement and distributor pricing pressure.

Sivaramakrishnan, S., & Radhakrishnan, A. (2016). Swosti Foods: Decoding Distributor Financial Metrics - Case Analysis. Vision: The Journal of Business Perspective, 20(2), 152-154.

A sales manager evaluates distributor financial metrics to decide actions for different distributors.

Sivaramakrishnan, S., & Hansaria, V. (2015). Kurdola Product Portfolio Decision - Case Analysis. Vision: The Journal of Business Perspective, 19(1), 65-68.

An analysis of product portfolio decisions that could affect positioning, margins, cannibalisation, and brand coherence.

Media Publications

Business and financial media writing.

Sivaramakrishnan, S. (2021). Financial Planning for the new normal. Financial Express.

A three-step method to manage finances during the pandemic.

Sivaramakrishnan, S. (2017). More and more disclosures may not benefit the investors. Mint, Hindustan Times.

The article discusses the role of voluntary payments over commissions on investment advice and the downside of excessive disclosure.

Sivaramakrishnan, S. (2015). After Net neutrality, now how about bank neutrality? Mint, Hindustan Times.

A commentary on forced salary accounts and consumer choice in banking.

Sivaramakrishnan, S. (2015). Giving NPS the retail push. Mint, Hindustan Times.

A note on the need for a stronger retail push for the National Pension System.

Sivaramakrishnan, S. (2010). There is never a "best time" to buy a house. DNA.

An article about timing, hesitation, and home-buying decisions.

Sivaramakrishnan, S. (2010). Use the tax code to your advantage. DNA.

A personal finance article on reading and using tax-code details.

Sivaramakrishnan, S. (2010). Homing in on the right portfolio management service for you. DNA.

A practical article on portfolio management services and investor choice.