Rajeshwari Krishnamurthy

Area Chair for Marketing, Senior Associate Professor

Area of Expertise: Marketing

Email: [email protected]

Dr. Rajeshwari Krishnamurthy is the Area Chair (Marketing) at Great Lakes Institute of Management, Chennai. She is also a Senior Associate Professor in the Marketing area. Prior to this, she completed her Ph.D. from IIT Madras and served as a faculty member at XLRI, Jamshedpur. She completed her post-graduation from IIM Ahmedabad in 1994 and is a visiting faculty at various IIMs in the country.

A consistent academic topper, Rajeshwari has a total professional experience of 27 years - of which 16 years was in the industry in sales and Marketing ( Unilever, Nippon Paint etc.) and 11 years in academia. She won the Chairman Award for sales management in her Unilever stint at a very early age; her last corporate position was Vice President Marketing and Branding. She has been responsible for managing both the topline and bottom line results of many organizations and has travelled extensively - both domestic and International- while dealing with many cross cultural teams. She was nominated for the Distinguished Young Alumni Achiever Award at IIM Ahmedabad, in 2016.

Rajeshwari's teaching interests include Marketing Management, Sales and Distribution, New Product development and Integrated Marketing communications. She has conducted several management and leadership programs for top corporates in India (L&T, Michelin, India Cements, Grundfos, Amararaja, Hinduja Finance, Exeltis Pharma, Eenadu, to name a few).

Rajeshwari is an invited member of the International PDMA Editorial Board- the World's leading Knowledge body in New product development. Rajeshwari has won several awards during her career- some prominent ones being- Women Achiever Award 2011/ 2012; Distinguished Woman In Management 2016/2017; Best Professor-Marketing Studies-by DNA Innovative Education 2018 and Leading Educationalist of India 2019. She has also won Best International Research Paper Award in 2018 in addition to winning accolades for her International case study in 2012. She has been serving as 'Subject Expert-Marketing' by Tata Consultancy Services, India, since 2018.

Rajeshwari has authored three books (two-solo) - the first one was titled 'My Life My Choice'-published by Macmillan in 2011 and was about mid-life career choices. The second one was a reference text book for B Schools and was titled 'New Product development-a FMCG Perspective', released in 2017. The third one is a recently launched one titled 'The New Plan A' (2018)- and focuses on the various mid-life career challenges faced by working women and the stakeholder interventions required for them to resume their careers. Rajeshwari is a regular columnist in the Hindu Business Line and has published several articles and case studies in International as well as domestic journals. She has also authored over 30 articles in The Hindu Business Line between 2016 and 2018 and in other leading business dailies in India. She also conducts webinars on various management topics.

Rajeshwari has been a part of several professional organizations such as CII Task Force for Entrepreneurship, American Marketing Association, Institute of Research Bureau, Product Development Management Association, IIM Ahmedabad Executive Committee, Empowering Women in IT industry, etc.

Rajeshwari 's research interests include- Innovations and new product development, Informal Innovations, Augmented Reality as a Marketing tool, Work from home, Sales management and assessing training effectiveness.

Rajeshwari heads the 'Centre for Women's Leadership' at Great Lakes, Chennai. Through this, the Institution plans a series of initiatives to enable the success of Women in the workplace. Rajeshwari is actively involved in mentoring women in research fields and women in corporate. She is a part of mentorW- An International mentoring organization for corporate women. She has served on the selection panel of IIMs for both students and faculty. Her other passions include spending time with her son as well as practicing yoga/listening to music.

Research Interests

• New product development
• Sales and channel management
• Marketing communications

Peer - reviewed Journal Articles

• Rajeshwari, K., and Shameem Shagirbasha. "HOW DOES ORGANISATIONAL CULTURE AFFECT NPD IN A STARTUP?." Academy of Marketing Studies Journal 25.4 (2021): 1-8.
• Jain, Muskan, Angeline Gautami Fernando, and K. Rajeshwari. "How Do Consumers Perceive Brand Campaigns on Twitter?." International Working Conference on Transfer and Diffusion of IT. Springer, Cham, 2020.
• Krishnamurthy, Rajeshwari. "Naturo products–sales and distribution management." Emerald Emerging Markets Case Studies (2018).
• Rajeshwari, K. "Next gen stage gate NPD process in an entrepreneurial company." International Journal of Innovation, Management and Technology 8.1 (2017): 27.
• Rajeshwari, K. "New product development in an entrepreneurial company." International Journal of Product Development 22.2 (2017): 81-103.
• Gopalakrishna, Pradeep, Rajeshwari Victor, and David Fleischmann. "Starbucks in India." Journal of Case Studies 34.2 (2016): 92-102.
• Victor, Rajeshwari. "How Cooking As a Consumption Practice Resolves Value Conflicts." ACR North American Advances (2014).
• Victor, Rajeshwari. "Never innovate to compete rather innovate to change the rules of the game." Emerald Emerging Markets Case Studies (2012).

Books

• Rajeshwari, K. NEW PRODUCT DEVELOPMENT-A FMCG PERSPECTIVE. Notion Press, 2017.
• Rajeshwari-The New Plan A
  https://www.amazon.in/New-Plan-Work-Become-Acquire/dp/1643249231/ref=sr_1_4?keywords=NEW+PLAN+a&qid=1639109701&sr=8-4
• Rajeshwari, My Life My Choice
  https://www.amazon.in/My-Life-Choice-Career-Choices/dp/0230332609/ref=sr_1_1?keywords=my+life+my+choice+rajeshwari&qid=1639109771&sr=8-1

Book Chapter(s)

Krishnamurthy, Rajeshwari, Shameem Shagirbasha, and Geeta Ramanathan. "New Normal Work: Through the Lens of Working Women." Stakeholder Strategies for Reducing the Impact of Global Health Crises. IGI Global, 2021. 85-98.

• Jain, Muskan, Angeline Gautami Fernando, and K. Rajeshwari. "How Do Consumers Perceive Brand Campaigns on Twitter?." International Working Conference on Transfer and Diffusion of IT. Springer, Cham, 2020.
• Krishnamurthy, Rajeshwari. "Social Media as a Marketing Tool." Application of Gaming in New Media Marketing. IGI Global, 2019. 181-201.

Invited speech/Panel discussions

• Tata National webinar- 'B2B Sales during COVID-19' May 2021
• IIT Madras- 'Improving women representation in research'-March 2019
• IIM Ahmedabad-'Mid life career choices'-Dec 2011
• IBM National webinar-'Work from home challenges'-June 2021
• Jharkhand IT Symposium'-How can technology improve higher education' Nov 2015

Media Articles

• https://brandequity.economictimes.indiatimes.com/news/marketing/the-vaccine-dilemma-stop-spreading-start-living/83135450
• http://www.businessworld.in/article/Impact-of-Budget-2021-on-the-FMCG-Sector-/17-02-2021-378615/
• https://www.thehindubusinessline.com/opinion/covid-vaccine-from-the-lab-to-the-last-mile/article33281734.ece?utm_campaign=amp_article_share&utm_medium=referral&utm_source=whatsapp.com
• http://ibt.tpci.in/blogs/b2b-marketing-post-covid-companies-need-to-map-entire-customer-journey/
• http://www.businessworld.in/article/The-Rise-Of-The-Sales-Woman/19-06-2020-289136
• http://everythingexperiential.businessworld.in/article/Can-anything-be-experiential-anymore-Dr-K-Rajeshwari/20-05-2020-192737/
• https://www.adgully.com/gauging-the-impact-of-covid-19-on-outdoor-advertising-92675.html