Rajeshwari.K

Senior Associate Professor
Great Lakes Institute of Management

Area of Expertise: Marketing

Email: [email protected]

Dr K Rajeshwari, is a faculty member (Marketing) at the Great Lakes Institute of Management. Prior to this, she completed her Ph.D. from IIT Madras and served as a faculty member at XLRI, Jamshedpur. She has 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 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). Her subjects include (not limited to) Sales, Customer and Distributor Management, Marketing and Branding, New Product Development, Marketing Communications etc.

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 is actively involved in mentoring women in research fields and women in corporate. She has served on the selection panel of IIMs. Her other passions include spending time with her son as well as practicing yoga/listening to music.

Books

  • My Life My Choice-Macmillan 2011
  • New product development- A FMCG Perspective-Notion press-2017
  • The New Plan A-Notion Press 2018

Book chapter(s)

  • IGI Global publishing- “Social media as a marketing tool”- in the book “Application of gaming in New Media Marketing”
  • IGI Global Publishing – ‘New Normal- work from home- for Women’.
  • Springer International-‘How do consumers perceive brands on Twitter’?

Case studies ( Select)

  • Rajeshwari Victor, Never Innovate to compete rather innovate to change the rules of the game, Emerald Emerging Markets Studies. (Published 2011, DOI : 10.1108/ 20450621211306584 ).
  • K Rajeshwari and Pradeep Gopalakrishna, Starbucks- Market Entry into India. Asian Journal of Case studies, 2016.
  • K Rajeshwari, Painting a perfect picture,ICFAI , 2016
  • K Rajeshwari , Natural Products- Sales and distribution- Emerging markets case studies -2018.

Peer-Reviewed Journal Articles ( Select)

  • K Rajeshwari, New product development in an entrepreneurial company, International Journal of Product Management , 2017.

Conference proceedings/Publications ( Select)

  • K Rajeshwari and P Vijayaraghavan, How cooking as a consumption practice helps resolve value conflicts, Advances in Consumer Research.
  • K. Rajeshwari, New Product development-What is the right eco-system ,NASMEI International Marketing Conference-Great Lakes Institute of Management , Chennai, Dec 2010.
  • K. Rajeshwari, New Product development-Researches done in consumer packaged industry, NASMEI International Marketing Conference-Great Lakes Institute of Management , Chennai, Dec 2012.
  • K. Rajeshwari, Research Gaps in the area of new product development in consumer packaged goods industry, PESIT/ Indiana University of Pennsylvania. Bangalore, Nov 2012.
  • K. Rajeshwari, Gate keeping in NPD, ICBEMM, Singapore, June 2016.
  • K. Rajeshwari, Stage Gate governance in an entrepreneurial company, ICBEMM, Boston, 2018.(Best Paper Award)

Competitive research awards received

  • K. Rajeshwari, Stage Gate governance in an entrepreneurial company, ICBEMM, Boston, 2018.(Best Paper Award)
  • Rajeshwari Victor, Never Innovate to compete rather innovate to change the rules of the game, Emerald Emerging Markets Studies. (Published 2011, DOI : 10.1108/ 20450621211306584 ).

Academic conferences ( Select)

  • Association of Consumer Research, 2014.
  • North American Society for Marketing, NASMEI, 2012,2010
  • ICBEMM-2016 Singapore, 2018 Boston
  • PESIT/ Indiana University of Pennsylvania. Bangalore, Nov 2012.
  • GOI Stand up India Conference Nov 2016

Invited News paper/Popular press articles ( Select)

  • The Hindu Business Line on campus- weekly column Nov 2015-Oct 2017; Monthly column Nov 2017-2019.
  • All other Business dailies India.
  • Webinars-Tata, IBM.
  • Knowledge hub- Khub- International portal of PDMA

Consulting Projects

  • TCS
  • Nippon Paint
  • EeNadu

Invited speech/Panel discussions ( Select)

  • Tata Webinar 2020
  • EWIT-IBM Panel discussion 2020
  • Digital India IIT Madras 2018
  • MMA –New product development 2017
  • Cauvery College Trichy- Case writing 2018
  • Mother Teresa College- Faculty development program 2018
  • MOP Vaishnav- Innovations in Teaching methods, 2018
  • Mid life career challenges, Book launch –The New Plan A
  • Role Model speaker series- 2012

Member of Board

  • Madras Christian College ,MBA Program

Reviewer for conference/Journal

  • ICBEMM, IECDRC, AMA
  • Emerald International Journal of case studies

Session chair/Program chair for conference

  • ICBEMM, 2018
  • NASMEI 2018
  • BIM Trichy 2018

Research papers under review

  • Informal Innovations- Status in India
  • Work from home- a new reality?
  • New product development in a start up organisation
  • How did Covid19 affect the sales processes of organisations?

Associations

  • Cornell University
  • Chicago Booth
  • Skema Business School
  • Universite De Bordeaux
  • IESEG
  • Babson
  • Frankfurt School of Finance and Management
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