Dr. (Prof.) Rajeshwari Krishnamurthy

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Dr. (Prof.) Rajeshwari Krishnamurthy

Professor of Practice - Marketing

Dr Rajeshwari Krishnamurthy is an industry leader turned academician( recently was the Dean Academics, MCC, Chennai), who completed her Post Graduate in Management from IIM Ahmedabad and Ph.D. from IIT Madras. She brings with her 15 years of corporate experience with leading organisations such as Hindustan Unilever (where she won the Chairman Award at an early age) and Nippon Paint, where she was a part of the India market launch team. 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.

Her 14 years of academic experience have been with Institutions such as the leading IIMs, XLRI Jamshedpur and Great Lakes Institute of Management. She briefly served as Dean (Academics) at MCC Boyd Tandon School of Business, where she worked on arriving at the brand positioning and setting up of a new B School. Known for her innovative initiatives, Rajeshwari, set up the Centre for Women Leadership at Great Lakes , where she launched a Job return ship program for those women who are on a career break and are looking to resuming their work journey. She also conceptualized the B School competitions strategy that enables students to get placements at premier organisations.

Rajeshwari is an author of 3 books published on diverse topics such as ‘Mid-life career choices’ ( which was declared a best seller by the publisher Macmillan)’ and ‘New product development in FMCG’( which is a B School reference text book used at XLRI, IIM Ranchi, Great Lakes etc). She is on the Global Board on the organization mentorW, that provides support and advice to working women, as well as on the International Board of Product Development Management Association USA. She regularly conducts Corporate Training Programs across leading organisations, in the area of Sales and Marketing. She has been a regular columnist with the Hindu Business Line and publishes frequently in National and International academic journals. Rajeshwari 's research interests include- Metaverse, Innovations and new product development, Informal Innovations, and Sales management. She 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. She has served on the selection panel of IIMs for both students and faculty, including selection of students for Ph.D and Post Doctoral work at IIMs.

She was named ‘Distinguished Woman in Management’ and ‘Outstanding Woman in Management’ for many years between 2011 and 2019, and has won several teaching and International research Awards in her career. She was also nominated for the ‘Distinguished Young Alumni Award at IIM Ahmedabad’, for her corporate and academic accomplishments.

Rajeshwari participates in marathon races and is an avid reader. Her other passions include spending time with her son as well as practicing yoga/listening to music.

Journal Articles

International Refereed Journals

Vibhu Teraiya and Rajeshwari Krishnamurthy ‘Balancing personalized marketing and data privacy in the era of AI’, California Management Review insights( 2025)
Shameem Shagirbasha and Rajeshwari Krishnamurthy ‘Examining resource utilization in Teleworking: A COR perspective across successive COVID waves’, International Journal of Business and Economics’ (2025)
Rajeshwari Krishnamurthy and Rohit Kumar Mukherjee “ UGC-A double edged sword for marketers”?, California Management Review insights, (2024)
Rajeshwari Krishnamurthy and Rushikesh Borse “ Factors to consider while choosing Metaverse as an advertising medium”, California Management Review insights, (2024)
Sanchit Misra, Shibashish Chakraborthy and Rajeshwari Krishnamurthy “ Will Metaverse take the Omnichannel experience forward”, California Management Review insights, (2023)
Rajeshwari Krishnamurthy and Rushikesh Borse. “Why is AIML best suited for Metaverse consumer data analysis?”, California Management Review insights, (2023)
Rajeshwari Krishnamurthy and Gautam Agarwal, “Informal innovations-by the employee, of the employee & for the organisation", Emerald Emerging Markets Case Studies, (2023)
Rajeshwari Krishnamurthy, Sujatha Manohar. “Reverse Innovations-changing the rules of the game” The Case Centre, (2023)
Rajeshwari Krishnamurthy, Vaibhav Chawla, Ashok Venkatramani, Gayathri D Jayan. “Transforming your brand using the Metaverse-Eight strategic elements to plan for “California Management Review insights, (2022)
Rajeshwari, K, Rammya, and Pavitra. “Sustainable new product adoption-A Case of E Vehicles” Corporate Governance and Sustainability Review”, (2022).
Rajeshwari, K., and Shameem Shagirbasha. "How does organizational 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. "Nature 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).

Case Studies

Krishnamurthy, Rajeshwari. "Nature products–sales and distribution management." Emerald Emerging Markets Case Studies (2018).
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).

Research Interests

New product development
Sales and channel management
Marketing communications

Papers Published

Refereed National Journals

K Rajeshwari – ‘Painting a perfect picture’-ICFAI Jan 2016
K Rajeshwari- ‘Mid-life career challenges of working women’- National Institute of skill and entrepreneurship development- ‘GOI Conference Proceedings Nov 2016
K Rajeshwari- ‘Women and Mid Life Challenges’, CII India Women network, Nov 2016

Papers Under Review/Progress

“Drivers of Dual advocacy among B2B sales people”-co-author with Deva Rangarajan. Industrial Marketing Management. (A*)
“NPD – Literature Review- 2010-2021”-co-author with S Bharadwaj. Journal of Product Innovation Management. (A*)
“New Product Development-Small firms versus Large firms”-co-author with S Bharadwaj. Journal of Small Business Management. (A)
“Smarter advertising through Metaverse”-co-author Rushikesh Borse, Journal of Advertising research(A)
“Stress Management and Conservation of Resources during Successive Disaster Events: A Study among teleworkers and their households”- co-author with Dr Shameem (International Journal of disaster risk reduction 'A')
“A study on change in media habits in pre and during crisis-pandemic”-Adarsh Jalan and Rajeshwari Krishnamurthy.

Books

Rajeshwari- “The New Plan A” Notion Press, Chennai, INDIA, 2018.
Corporate vs Academia- Career perspectives
Rajeshwari, K. “NEW PRODUCT DEVELOPMENT-A FMCG PERSPECTIVE.” Notion Press, Chennai, INDIA, 2017.-B School reference text book for NPD.
Rajeshwari, “My Life My Choice”-Macmillan, Gurgaon, INDIA, 2011.
Mid Life career challenges

Book Chapters

Krishnamurthy Rajeshwari, Shubham Agrawal and Minal Goyal “ Barriers to Metaverse adoption”-IGI Global Publishing.
Krishnamurthy Rajeshwari and Garima Sahay “ Sustainability in Higher Education Institutions-Bridging the gap between Global North and South”-Emerald Book Publishing, 2023.
Krishnamurthy Rajeshwari and Shagun Trivedi “ User Experience in the Metaverse- a Flow Theory perspective”-IGI Global Publishing, 2023
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.

Book/Paper/Journal reviews

Journal of Product and Brand Management
SAGE- Labour Economics
Emerald Emerging Markets

PhD Research Advisory Committee Member

VIT Ph D students(2)

Visiting Faculty

IIMB, IIM Indore, IIM Ranchi, XLRI, Great Lakes Chennai

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

Mainstream Press Articles

Regularly publishes in California Management Review Insights
Also in leading business dailies- The Economic Times, The Mint, Hindu Business Line.
File attached.
BPR Media Prof Rajeshwari's Articles 2020-2022.xlsx

Conference proceedings/Publications

PonMythili, Deva Rangarajan and Rajeshwari Krishnamurthy “Dual advocacy in sales process-Internalising the sales system”-IIM Shillong-IveyUSA-France, June 2025
Rajeshwari Krishnamurthy and Rushikesh Borse “ Smarter advertising through the Metaverse”, INFORMS, 2024
Kavitha Elankumaran et al “ Factors affecting online purchase of a beer brand”, NASMEI, 2024
Shruti Shreshta et al “Interactive Defences: Managing Brand Perception & Resilience Against Negative User-Generated Content” NASMEI, 2024
Rajeshwari Krishnamurthy and Rushikesh Borse-“How does Metaverse enhance advertising outcomes?” -IIM Ahmedabad-Digital Conference, Dec 2023
Rajeshwari Krishnamurthy et al “Factors affecting customer loyalty in an omni channel context”-IIM Bodhgaya 2022
Rajeshwari Krishnamurthy and Shagun Trivedi-User experience in the Metaverse-A Flow Theory perspective-NASMEI, Dec 2022
Rajeshwari Krishnamurthy and Adarsh Jalan-Understanding media habits change during a pandemic (crisis)-NASMEI, Dec 2022
Informal Innovations-Drivers of B2B Marketing strategy-AMA Winter Conference, Feb 2023
K Rajeshwari, ‘Sales Management-The Eyes, Ears and Hands of an organization during the pandemic’, Academy of Marketing Science, San Fransisco, May 2022.
K Rajeshwari, Booshnam, ‘Critical Evaluation of Augmented Reality in Marketing’, 6th International Conference on Virtual and Augmented Reality Simulation, Feb 2021.
Pon Mythili, K Rajeshwari, Shibashish, ‘How did COVID 19 affect sales processes?’ -28th Recent Advances in Retailing and Consumer Science Conference, Feb 2021
K Rajeshwari, ‘How do consumers perceive brand campaigns on Twitter?’-IFIP Springer International Marketing conference Dec 2020.
K Rajeshwari, ‘Effectiveness of Managerial training programs’-at Indian Management conference- 2020.
K Rajeshwari, ‘Informal Innovations- Status and Current Challenges’-North American Society for Marketing Education in India) NASMEI, 2020
K Rajeshwari, ‘How does organization culture affect NPD in startups?’-NASMEI 2020.
K. Rajeshwari, ‘NPD in an entrepreneurial company’, ICBEEM, Boston, 2018. (Best Research Paper Award)
K Rajeshwari, ‘How organizational culture affects New Product development’, NASMEI, India, Dec 2018
K Rajeshwari, ‘How do sales promotions affect brand loyalty and purchase intention’, NASMEI, Dec 2018
K Rajeshwari, ‘Stage Gate governance in an entrepreneurial organization’, PDMA International Conference, IIT Madras, Dec 2018.
K. Rajeshwari, ‘Stage Gate governance in an entrepreneurial company’, ICBEEM, Singapore, 2016.
K Rajeshwari, How cooking as a consumption medium enables resolve value conflicts, Association of Consumer Research, Baltimore 2014.
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, ‘New Product Development-Researches done in consumer-packaged industry’, NASMEI International Marketing Conference-Great Lakes Institute of Management, Chennai, Dec 2012.
K. Rajeshwari, ‘New Product Development-What is the right eco-system’, NASMEI International Marketing Conference-Great Lakes Institute of Management, Chennai, Dec 2010.

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

Other

GRANTS, HONORS, AWARDS

Best Research Paper- “NPD in an entrepreneurial organization”, International Conference of Business, Economy, Entrepreneurship and Management (ICBEEM), Boston, USA, 2018.
IGI Global-Research Annals Anthology archive- my book chapter ‘Social media as a marketing tool’-2022
Subject Expert, Marketing, Tata Consultancy Services, INDIA, 2018-Present.
Leading Educationalist of India, Dewang Mehta National Education Awards, INDIA, 2019.
Bharat Excellence for Teaching, Dewang Mehta National Education Awards, INDIA, 2019.
Best Professor in Marketing, Dewang Mehta National Education Awards, INDIA, 2018.
Outstanding Woman in Management, Venus International Foundation, INDIA, 2017.
Nominee –Distinguished Alumnus, Indian Institute of Management, Ahmedabad, INDIA, 2015.
Chairman Award- Pioneering Rural Distribution India, Hindustan Lever Limited, INDIA, 1999.

CERTIFICATIONS

Regen AI for business- Great Learning ( 2025)
Case study workshop- Harvard Business Publishing and Great Lakes ( 2024)
Foundations of Carnatic Music-Bridge Academy ( 2025)
Foundations of Vedanta- Chinmaya International Foundation (2022)
Advanced Vedanta-Chinmaya International Foundation ( 2023)
Kalidasa poetry workshop- Chinmaya International Foundation (2022)
Qualitative Research workshop-Cornell and XLRI ( 2016)

TEACHING EXPERIENCE (Executive MBA and Management Development programs for Corporates)

Brand Management-2015—PRESENT- Sectors- Auto, Pharma, Pipes, Fertilizers, Abrasives, Chemicals, Financial products, Software services
Marketing Management-2017—PRESENT- Sectors- Auto, Pharma, Pipes, Fertilizers, abrasives, Chemicals, Financial products, Software services
New product development-2017—PRESENT- Sectors- Auto, Pharma, Pipes, Fertilizers, abrasives, Chemicals, Financial products, Household constructions

TEACHING EXPERIENCE(MBA-Full time PGDM/ PGPM; Week end executives)

Handled courses as a full-time faculty at Great Lakes, Chennai, and at XLRI, JSR (2015-Present)
Visiting faculty 2010-2014- Taught across IIMs (Indian Institute of Management), IIT (Indian Institute of Technology), XLRI (Xavier’s School of Management).
Guest faculty- PACE University, New York, 2014