![](/wp-content/uploads/amba.jpg"){kind=small}
| Name | Sanjeev Tripathi |
| Qualification | FPM (IIM Ahmedabad) BE (IRIMEE/EC London) |
| Contact No. | +91-731-2439489 |
| sanjeevt@iimidr.ac.in | |
| Curriculum Vitae | Download |
- Brief Profile
- Research Publications
Prof. Sanjeev Tripathi is a Professor at IIM Indore. An alumnus of IIM Ahmedabad Prof. Tripathi has earlier worked at IIM Ahmedabad as an Assistant Professor. His research interests are in the area of Consumer Behaviour, Behavioural Pricing, Branding, Sports marketing and Sports management. He has published his research in leading international journals in the marketing domain including the Journal of Consumer Psychology, Journal of Services Research, Journal of Advertising Research and Journal of Business Research. His teaching interest is in the areas of Pricing, Strategic Marketing and Sports Marketing. He has published over 30 cases that are registered with case repositories at Ivey, IIM Ahmedabad and IIM Indore. His cases have won international awards and are used globally.
He has done consulting for clients both in Government and private sector such as Ministry of Youth Affairs and Sports, PwC India etc. He has conducted Executive Education Programmes for clients such as PepsiCo, Tata AIA, Ambuja and many others.
Peer reviewed Research
· Kapoor, Ankur and Tripathi, Sanjeev (Forthcoming) The Impact of Time‐Keeping Direction on Compensatory Consumption: The Role of Perceived Resource Deficiency, Journal of Consumer Psychology. FT 50
· Tripathi, Sanjeev (2017). Et tu, Brute? How unfair! Journal of Retailing and Consumer Services, 39, November 2017 79-92. A Category in ABDC
· Banerjee, P. J., Tripathi, S., & Sahay, A. (2016). When less is better than more: Just-below discount in tensile price promotions. Journal of Retailing and Consumer Services, 31, 93-102. A Category in ABDC
· Tripathi S (2019 Forthcoming) Naming multigenerational AlphaNumeric Brands: Where and what to increment? Advances in Consumer Research B Category in ABDC
· Mandal, S, Sahay A, & Tripathi S (2018) Yes, I can" or "No, I can't" - Effect of Extraneous Affirmation- and Negation-Evoking Contexts on Brand Recall Memory: The Role of Semantic Activations Advances in Consumer Research Volume 46 B Category in ABDC
· Tripathi, Sanjeev & Kapoor, A. (2017) Countdown Or Countup: Effect of Direction of Time-Keeping on Resource Deficiency and Related Downstream Preferences", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Semantic Activations Advances in Consumer Research, Pages: 916-918. B Category in ABDC
· Tripathi, Sanjeev and Kapoor, A (2017) What makes Sports Leagues Successful? A study on Indian professional sports leagues International Journal of Indian Culture and Business Management, 15 (2), C Category in ABDC
Management Cases
· Tripathi, Sanjeev (2019), mjunction: The branding dilemma – (Forthcoming) – Accepted at Ivey Publishing
· Garg, Swapnil & Tripathi, Sanjeev (2019) INDIAHIKES: Treading the Untrodden Trail – Ivey Publishing – Overall Winner – 1st Place ISB Ivey Global Case competition – 2018
· Tripathi, Sanjeev (2016) South Asian Games 2016: The dash to the North East – MAR 0484 Case Registered at IIMA
· Tripathi, Sanjeev (2016) Selling Sketches - The case of Artistically Yours (A) MAR 0481 Case Registered at IIMA
· Tripathi, Sanjeev (2016) Selling Sketches - The case of Artistically Yours (B) MAR 0481 Case Registered at IIMA
· Tripathi, Sanjeev (2016) Fruitzone India Limited (A) MAR 0477 Case Registered at IIMA
· Tripathi, Sanjeev (2016) Fruitzone India Limited (B) MAR 0477 Case Registered at IIMA
· Tripathi, Sanjeev (2016) Fruitzone India Limited (C) MAR 0477 Case Registered at IIMA
· Tripathi, Sanjeev (2016) Fruitzone India Limited (D) MAR 0477 Case Registered at IIMA
· Tripathi, Sanjeev & Bhasker, S. (2015) GiveIndia - The Business of Philanthropy MAR 0467 Case Registered at IIMA
· Tripathi, Sanjeev & Agrawal K (2015), The Quest for Gold: Communications Challenge MAR 0475 Case Registered at IIMA
· Tripathi, Sanjeev & Agrawal K (2014), OGQ- The Quest for Gold MAR 0447 Case Registered at IIMA
· Tripathi, Sanjeev (2014) Micromax at Crossroads MAR 0451 Case Registered at IIMA
· Tripathi, Sanjeev & Agarwal, R. S. (2014) RentYourFashion.com (A) MAR 0463 Case Registered at IIMA
· Tripathi, Sanjeev & Agarwal, R. S. (2014) RentYourFashion.com (B) MAR 0463 Case Registered at IIMA
· Tripathi, Sanjeev & Agarwal, R. S. (2014) RentYourFashion.com (C) MAR 0463 Case Registered at IIMA
· Tripathi, Sanjeev & Agarwal, R. S. (2014) RentYourFashion.com (D) MAR 0463 Case Registered at IIMA
· Tripathi, Sanjeev & Sahay, Arvind (2014) CWP: Creating Consumer Insights MAR 0464 Case Registered at IIMA
Books and Book Chapters
· Roy, D; Raghuram, G.; Jain, R. Tripathi, S.; and Sharda, K. (2016) Trucking Business Management Cases and Concepts Tata McGraw Hill Education.
· Dhandhnia, K. A., & Tripathi, S. (2017) Book Chapter Emotional Branding Through Celebrity Endorsements. Driving Customer Appeal Through the Use of Emotional Branding in Driving Customer Appeal Through the Use of Emotional Branding, IGI Global