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Vinay Sharma
+91 1332 285175
Research Interests

Educational Details
Professional Background


Honours and Awards

Teaching Engagements
Teaching Engagements

Associate Scholars

Administrative Positions
Research Interests
Educational Details
U.P.Technical University
PhD, Marketing (Business Opportunity Development)
Philippine Christian University Manila
MBA, Business Administration
Professional Background
17 Dec 2019 - Present
DoMS, IIT Roorkee
Joint Professor in Department of Design
02 Jun 2021 - Present
IIT Roorkee
Associate Professor
04 Apr 2014 - 16 Dec 2019
DoMS IIT Roorkee
Assistant Professor
01 Jul 2008 - 03 Apr 2014
DoMS IIT Roorkee
Socio-Economic Value Creation through Forest Bio-Residue Based Energy Generation with UN's SDGs 01 Apr 2019 Socio-Economic Value Creation through Forest Bio-Residue Based Energy Generation with UN's SDGs 90.8 Lakhs Ministry of Environment and Forests GOI Dr. Rajat Aggarwal and Dr. Gaurav Dixit
Domestic Violence & Formulation of its Preventive Measures in the Regions of Uttarakhand 01 Jan 2018 Domestic Violence & Formulation of its Preventive Measures in the Regions of Uttarakhand 20 Lakhs ICSSR Dr. Sujata Kar
Corporate Spirituals 01 Jan 2009 Corporate Spirituals 2.5 Lakhs FIG-A IIT Roorkee -
Outcome review and evaluation study of CSS NIAM Jaipur 17 Apr 2017 Outcome review and evaluation study of CSS NIAM Jaipur 767150 CSS NIAM Jaipur, Ministry of Agriculture, Govt. of India Dr. Rajat Aggarwal
Socio and Commercialization aspect of Forest Bio-Residue Briquetting Machine 01 May 2018 Socio and Commercialization aspect of Forest Bio-Residue Briquetting Machine 7.5 Lakhs Dept. of Forest, Govt. of Uttarakhand Prof. R.P. Saini AHEC, Prof. M.P. Sharma AHEC

Stop Predicting - Revisit Life
Year: 2022 , ISBN: 9789354351082
Vinay Sharma, Rabindranath Bhattacharyya, Sanjeev Kumar Mahajan, Himanshu Shekhar Mishra | Bloomsbury Publishing
Contribution: Author , Pages: 244 ,

Selected Publications:

  1. Sengar, A., Sharma, V., Joshi, K., Agrawal, R., Dwivedi, A., Dwivedi, P., ... & Barthwal, M. (2022). A fuzzy Analytic Hierarchy Process based analysis for prioritization of enablers to pine briquettes based energy generation in alignment with the United Nations’ sustainable development goals: Evidence from India.  Biomass and Bioenergy165, 106580.
  2. Sengar, A., Sharma, V., Agrawal, R., Dwivedi, A., Dwivedi, P., Dwivedi, Joshi, K.,  Dixit, G., Sharma, P.K., & Barthwal, M. (2020). Prioritization of barriers to energy generation using pine needles to mitigate climate change: Evidence from India. Journal of Cleaner Production275, 123840.
  3. Dwivedi, A., Dwivedi, P., Joshi, K., Sharma, V., Sengar, A., Agrawal, R., Sharma, P.K., Dixit,  & Barthwal, M. (2022). Local leader's impact on adoption of renewable energy generation technology by rural communities in the Himalayan region. Journal of Cleaner Production352, 131479.
  4. Joshi, K., Sharma, V., & Mittal, S. (2015). Social entrepreneurship through forest bio residue briquetting: An approach to mitigate forest fires in pine areas of Western Himalaya, India. Renewable and Sustainable Energy Reviews, 51, 1338-1344.
  5. Madan, P., Sharma, V., & Seth, P. (2016). Capability’ development through ICT enabled business opportunity development model of e-choupal. Journal of Business Economics and Management, 17(2), 314-330.
  6. Joshi, K.K., Sharma, V. (2015). An interpretative account of voyages to address climate change under United Nations framework convention on climate change: Gradual development of policies- prospects and protests. Ecology, Environment and Conservation, 2(2). 957-967.    
  7. Bharti, K., Agrawal, R., & Sharma, V. (2015). Literature review and proposed conceptual framework. International Journal of Market Research, 57(4), 571-604.
  8. Bharti, K., Agrawal, R., & Sharma, V. (2014). What drives the customer of world's largest market to participate in value co-creation? Marketing Intelligence & Planning, 32(4), 413-435.   
  9. Sengar, A., Sharma, V., Agrawal, R., & Bharti, K. (2014). Prioritisation of barriers to rural markets: Integrating fuzzy logic and AHP. International Journal of Business and Emerging Markets, 6(4), 371-394.
  10. Mahajan, R., Agrawal, R., Sharma, V., & Nangia, V. (2016). Analysis of challenges for management education in India using total interpretive structural modelling. Quality Assurance in Education, 24(1), 95-122.
  11. Mahajan, R., Agrawal, R., Sharma, V., & Nangia, V. (2014). Identification and modelling of winners and qualifiers for management institutes: Evidence from India. International Journal of Management in Education, 9(1), 70-91.
  12. Mahajan, R., Agrawal, R., Sharma, V., & Nangia, V. (2014). Factors affecting quality of management education in India: An interpretive structural modelling approach. International Journal of Educational Management, 28(4), 379-399.
  13. Joshi, K. K., Sharma, V. (2016). A study on passages to global climate change financing: Funding for a greener earth. Indian Forester, 142(2), 112-120.
  14. Kant, S., Chandra, P., Sharma, V., & Agrawal, R. (2018). Gandhian management perspective for enhancing productivity and innovation in public sector organization. International Journal of Intelligent Enterprise, 6(1), 92-119.
  15. Mishra, S., & Sharma, V. (2018). Developing ambidexterity in children: Understanding social change through the social marketing framework. The Indian Journal of Social Work, 79(3), 327-350.
  16. Nath, V., Agrawal, R., Gautam, A., & Sharma, V. (2017). Antecedents of green purchase intentions: A review and testing of hypothesis on Indian consumers. International Journal of Environment and Sustainable Development16(3), 297-314.
  17. Sharma, V., Seth, P., & Niyazi, S. (2012). Capability enhancement of women through information technology to reduce poverty, inequality and radical feminism. International Journal of Asian Business and Information Management (IJABIM), 3(1), 1-10.
  18. Kumar, R., Agrawal, R., & Sharma, V. (2015). IT enablement in sugar supply chain: an approach for farmers. International Journal of Business Performance and Supply Chain Modelling, 7(4), 360-381.
  19. Nath, V., Kumar, R., Agrawal, R., Gautam, A., & Sharma, V. (2014). Impediments to adoption of green products: An ISM analysis. Journal of Promotion Management, 20(5), 501-520.
  20. Kumar, R., Agrawal, R., & Sharma, V. (2013). E-applications in Indian agri-food supply chain: Relationship among enablers. Global business review, 14(4), 711-727.
  21. Nath, V., Kumar, R., Agrawal, R., Gautam, A., & Sharma, V. (2013). Consumer adoption of green products: Modelling the enablers. Global business review, 14(3), 453-470.
  22. Mani, V., Agrawal, R., & Sharma, V. (2016). Impediments to social sustainability adoption in the supply chain: An ISM and MICMAC analysis in Indian manufacturing industries. Global Journal of Flexible Systems Management, 17(2), 135-156.
  23. Mani, V., Agrawal, R., & Sharma, V. (2015). Social sustainability in the supply chain: Analysis of enablers. Management Research Review, 38(9), 1016-1042.
  24. Dewangan, D. K., Agrawal, R., & Sharma, V. (2017). Enablers of eco-innovation to enhance the competitiveness of the Indian manufacturing sector: An integrated ISM-fuzzy MICMAC approach. International Journal of Business Innovation and Research, 13(4), 475-501.

Case Studies

  1. Sharma, V. (2019). “Case Analysis- Daikin India:Paradise Lost”. Vikalpa, 44(3), 124-126.
  2. Sengar, A., Sharma, V., & Agrawal R. (2017). Market development through integrating value chains – a case of Patanjali Food and Herbal Park. Emerald Emerging Markets Case Studies, 7(4), 1-22.
  3. Sengar A., Sharma V., Agrawal R., Jain N., & Jain, P. (2016). A case study of Patanjali Ayurved Ltd - Offering consumer products with ‘a blue ocean strategy. Case Centre, Reference No. 316-0428-1.
  4. Sharma, V. (2011). Think people’s development- Focus on means- build trust- Do business forever- A case study on the strategic development of TATAs as an organization and their contribution in the societal and national development. European Case Clearing House posted on
  5. Nangia, V. K., Agarwal, R., Sharma, V., & Reddy, K. S. (2011). Conglomerate diversification through cross-continent acquisition: Vedanta weds Cairn India. Emerald Emerging Markets Case Studies, 1(1), 1-15.
  6. Nangia, V. K., Agrawal, R. & Sharma, V. (2013). Faridabad Small Industries Association (FSIA): Role model for MSME association, European Case Clearing House (ECCH) Case No. 213-031-1 and Teaching notes, 213-031-8.  
  7. Nangia, V. K., Agrawal, R. & Sharma, V. (2013). Integrated Association of Micro, Small and Medium Enterprises of India (I am SME of India): Making of an Institution. European Case Clearing House (ECCH), Case No. 213-032-1 and Teaching notes, 213-032-8. 
  8. Nangia, V. K., Agrawal, R., Sharma, V. & Arora, S. (2011). Supplier buyer relationship and revival-An important stage between decline and turnaround-The Case of Jauss Polymers. European Case Clearing House (ECCH), Case No. 311-2618. 
  9. Sharma, V., & Agrawal R. (2011). “Case Analysis- Tata Gold Plus: The success story of the ‘Nano’ of the jewellery market”. Vikalpa, 36(3), 140-141.

Selected Conference Papers:

  1. Sharma, V., Agrawal, R., Joshi, K. K., & Mishra, H. S. (2018). Urbanization and the question of clean energy and clean transport. Paper selected and included in the annual conference HDCA (Human Development and Capability Association), Argentina.
  2. Sharma, V., Agrawal, R., Mishra, H. S., & Kar, S. (2018). Social exclusion in an urbanizing world. Paper selected and included in the annual conference of the HDCA (Human Development and Capability Association), Argentina.
  3. Sharma, V., Mishra, H. S, Joshi, K. K., & Agrawal, R. (2016). Disasters, diversity, disparity, discrimination and vulnerability. Paper presented at the annual conference of the HDCA(Human Development and Capability Association) Tokyo. 
  4. Sharma, V., Sengar, A., Agrawal, R., & Bharti, K. (2016). Values based business ethics along the entire value chain-a demonstration of the definition of marketing. In 2016 Global Marketing Conference at Hong Kong. 
  5. Sengar, A., Agrawal, R., Sharma, V., & Bharti, K. (2016). Modelling the drivers for rural (emerging) markets: A case of India. In 2016 Global Marketing Conference at Hong Kong
  6. Sharma, V. (2015). Nameless submission for responsible value chains. Paper presented at International Ramayana Conference, organized by Indus Business Academy, Bangalore, India December 18-19, 2015.
  7. Sharma, V., Joshi, K., & Agrawal, R. (2015). Mobility for aspirations while aspiring for not moving-Understanding aspirations and mobility of the forest users and the dwellers of the north-western Himalayan region of India. Accepted in the annual conference of the HDCA.
  8. Sharma, V., & Joshi, K. (2014). Climate change mitigation. Paper presented at 11th International Annual Conference on Asian Governance: Paradoxes of Development organized by NAPSIPAG at Dhanbari, Bangladesh. (December 5-7, 2014). 
  9. Bharti, K., Agrawal, R., and Sharma, V. (2014). A Vedic view on the evolution of bottom of the pyramid in ancient India and role of marketers in its disintegration. VFIMBi-Annual International Journal, 6(2), 22-31. 
  10. Bharti, K., Sharma, V., and Agrawal, R. (2013). Ability, willingness and information & communication technology: Means to uplift bottom of the pyramid. International Conference on Research in Marketingorganized by Department of Management Studies, Indian Institute of Technology, Delhi. (21-22 December, 2013). Springer Publication. (ISBN No.: 978-1-63041-998-1). 
  11. Sharma, V., and Joshi, K. (2013). Nature reclaims: Locked in growth patterns- revisiting land, water and disasters on the banks of ganga in the hills of Uttarakhand. 10th International Annual Conference on Locked in growth patterns: Revisiting Land, Water and Disasters for the Post 2015 Developmental Agenda organized by NAPSIPAG at JNU, New Delhi. (December 7-9, 2013).
  12. Sharma, V., & Joshi, K. (2013). Leadership in bio-diversity conservation. Paper presented at the 9th International Annual Conference on Leadership Land and Local Resource Management at the Eve of the MDG Deadline of 2015 organized by Network of Asia Pacific Schools and Institutes of Public Administration and Governance (NAPSIPAG) at Eco Ashram, Dehradun. (June 20-22, 2013).
  13. Kumar, R., Nath, V., Agrawal, R. & Sharma, V. (2013). IT improves supply chain performance of sugar industry: A regression method approach. Annual Convention of The Sugar Technologists' Association of India, held at Lucknow (Sep 26-28, 2013). (ISBN: 81-85871-74-4).
  14. Sharma, V., Aggarwal, R., Sengar, A., Mahajan, R., & Bharati, K. (2012). Vertical business integration: A logical prospective evolutionary step for sugar industry in India. Proceedings from 71st Annual Convention & Sugar Expo, The Sugar Technologists of India at Hyderabad (September 24-26), pp. 626-634 (ISBN No: BI-85871-71-X) (Adjudged as the Best Paper).
  15. Sharma, V. (2012). Profitable Marketing through Affordability and Public Spiritual Partnership-A Case of Health Care Marketing and Market Development to achieve Health for All. Eurasia Business and Economic Society Conference, 13-14 January 2012, Antalya, Turkey.
  16. Nangia, V.K., Sharma, V., and Mahajan, R. (2012). Quality of Post Graduate Management Education in India-An Agenda for Research. Proceedings from 1st World Summit on Accreditation (WOSA-2012) (Bloomsbury Publishing India Pvt. Ltd.) (ISBN No: 978-81-924-3024-9), National Board of Accreditation (NBA), New Delhi, on 25-28 March, 2012, pp. 233-251.
  17. Sharma, V., and Sengar, A. (2012). Marketing meaning of rural marketing. International conference in marketing, organized by Indian Institute of Management, Lucknow.
  18. Sharma, V. (2010). Health for All through Affordability and Profitability with Public Spiritual Partnership. Annual Conference of NAPSIPAG, Network of Asia Pacific Schools and Institutes of public Administration and Governance, Kerala, India, on 10-14 December 2010.
  19. Sharma, V. (2009). Entrepreneurial Tatas-The Elites who preferred public interest. International Conference of United Nations University, World Institute of Development Economics Research, Finland, 12-13 June, 2009.
  20. Sharma, V. (2008). Effective public private partnership through e-Governance / facilitation. 6th International Conference on E-Governance, ICEG 2008, organized by IIT Delhi, 18 - 20 December, 2008.
  21. Sharma, V. (2008). Transparency and Efficiency, A case based first hand analysis of the transparent and efficient conduction of Health Care Services of Kumbh Mela. NAPSIPAG (Network of Asia-Pacific Schools and Institutes of Public Administration and Governance) Annual Conference, organised by Centre for Studies in Law and Governance, Jawaharlal Nehru University, New Delhi, 5-7 December, 2008.
  22. Sharma, V. (2008). Reducing inequality of freedom of market transactions through Information and Communication Technology led Business Opportunity Development. Human Development and Capability Association (HDCA)Annual Conference New Delhi, organized by Institute for Human Development, New Delhi, Conference Theme: Equality, Inclusion and Human Development, on 10-13 September 2008
  23. Sharma, V. (2008). Health and entrepreneurship for rural women - A key to sustainable development. 14th Annual International Sustainable Development Research Conference September, organized by the International Sustainable Development Research Society through Management Development Institute, India in collaboration with Corporate Social Responsibility in Asia, ERP Environment, Abo Akademi University, The Finnish Environment Institute and Academy of Finland, on 21-23, 2008, at India Habitat Center New Delhi.
  24. Sharma, V. (2008). Capability development of customers- A globally viable business strategy for the coming age. International Conference on 'Development Freedom and Welfare' to Celebrate Nobel Laureate Professor Amartya Sen's 75th Birthday, New Delhi, 19-20 December, 2008.
  25. Sharma, V., Dwivedi, P., & Seth, P. (2008). Effective Public Private Partnership through e-facilitation. In Bhattacharya, J.J. Paper presented at Critical thinking in e-Governance, 6th International Conference on E-Governance ,ICEG 2008, , Organized by IIT Delhi, on 18 - 20 December, 2008, New Delhi, India, Published by Global Institute of Flexible Systems, New Delhi, Edited, pp. 194-206.
  26. Sharma, V. (2007). Has Globalization really enhanced the Access of Services to the Poor? International Conference organized by the University of the Philippines (UP) and the Network of Asia-Pacific Schools and Institutes of Public Administration and Governance (NAPSIPAG), Manila, on 5-7, December, 2007.
  27. Sharma, V. (2006). Role of encompassing innovation in the development of human will—A major contributive factor in the social and the human development. Network of Asia-Pacific Schools and Institutes of Public Administration And Governance (NAPSIPAG) Annual Conference 2006, Organized by University of Sydney, Australia, 4-5 December, 2006.
  28. Sharma, V. (2006). Health care to the rural population in India- A study with special reference to Uttar Pradesh. Doctoral Colloquium at Network of Asia-Pacific Schools and Institutes of Public Administration and Governance (NAPSIPAG) Annual Conference 2006, Organized by University of Sydney, Australia,4-5 December,2006
  29. Sharma, V. (2005). Innovations in Public Service and rural market development in India to achieve a harmonious society. Innovations in governance and public service to achieve a harmonious society workshop in Network of Asia-Pacific Schools and Institutes of Public Administration and Governance (NAPSIPAG) Annual Conference 2005, Beijing, PRC, 5-7 December 2005.
  30. Pathak, R.D., Sharma, V., Husain, Z, & Gupta, N. (2004). E-governance for poverty alleviation with special reference to Uttar Pradesh-a state in India. Conference of Network of Asia-Pacific Schools and Institutes of Public Administration and Governance (NAPSIPAG), Organized by National Institute of Public Administration (INTAN) - Kualalumpur, Malaysia, on 6-8 December, 2004.
  31. Sharma, V. (2005). Enhancing the reach of the health-care with the perspective of affordability for the poor & profitability for the provider a proposition with special reference to Uttar Pradesh- a state in India. Health Care for the Poor in Asia Workshop in Network of Asia-Pacific Schools and Institutes of Public Administration and Governance (NAPSIPAG) Annual Conference Dec, Beijing, PRC.
Honors And Awards
Sugar Technologists Association of India
Noël Deerr Gold Medal
Sugar Technologists Association of India
Noël Deerr Gold Medal
Patanjali University
01 Apr 2022 - Present
Member Board of Management Patanjali University
Human Development and Capability Association, (HDCA), USA
24 Jul 2020 - Present
ISOL Global Foundation
24 Jul 2020 - Present
Member of Executive Committee
North Indian Sugar Technologists’ Association
24 Jul 2020 - Present
Member of the Board
Teaching Engagements
Teaching Engagements
Strategic Management- I ( BMN 522 )
Strategy and Business Policy ( BMN 533 )
Innovation, Entrepreneurship and Business Models (Shared Subject) ( IBM 308 )
Product Management ( BMN 529 )
Brand Management ( BMN 672 )
Contemporary Strategic Management ( IMN 504 )
Product Innovation Management ( IMN 510 )
Innovation Entrepreneurship Strategies ( IMN 507 )
Marketing framework with reference to different ethnicities and religiosities
01 Jan 2018 - Present
Other Supervisors: , Scholar: Farhan Mustafa
Linguistic Relativity in Integrated Marketing Communication
12 Jul 2019 - Present
Other Supervisors: , Scholar: Manvi Goel
Growers insights on Branding and Marketing of Plant-derived Immunomodulators in the Indian Himalayan Region
26 Aug 2020 - Present
Other Supervisors: , Scholar: Rakesh G Nair
Conceptualizing and measuring value co-creation for the bottom of the pyramid marketing in India.
03 Oct 2015 - 03 Oct 2015
Other Supervisors: Dr. Rajat Agrawal, Scholar: Kumkum Bharti
Climate change mitigation through management of pine forest bio residue in N-W Himalayas
03 Oct 2015 - 03 Oct 2015
Other Supervisors: , Scholar: Kapil Joshi
Study and Analysis of Health Care Supply Chain Performance with CRM Considerations
01 Jan 2017 - Present
Other Supervisors: Prof. Dinesh Kumar, Scholar: Vijay Kumar Sharma
Analysis of sustainable supply chain management practices in Indian manufacturing industries
04 Aug 2012 - 04 Aug 2012
Other Supervisors: Dr. Rajat Agarwal, Scholar: Kottala Sriyogi
A Study of Evolving Perspectives of Rural Markets
20 Sep 2014 - 20 Sep 2014
Other Supervisors: Vinay Sharma, Scholar: Anita Sengar
Post Graduate Management Education in India: Growth, Relevance and Direction
20 Sep 2014 - 20 Sep 2014
Other Supervisors: Professor V.K.Nangia, Scholar: Ritika Mahajan
A study of Supply Chain of PDS in Uttarakhand region
30 Sep 2016 - 30 Sep 2016
Other Supervisors: Dr. Rajat Agarwal, Scholar: Pradosh Singhal
A Study of Organizational Evidence of Gandhian Management Perspective with special reference to BHEL
04 Oct 2019 - 04 Oct 2019
Other Supervisors: , Scholar: Shashi Kant
Study of e-Applications in the Supply Chain System of Sugar Industry of Uttar Pradesh
04 Aug 2012 - 04 Aug 2012
Other Supervisors: Dr. Rajat Agarwal, Scholar: Rupesh Kumar
Value realization in marketing theory: An ancient Indian perspective
01 Jan 2013 - Present
Other Supervisors: , Scholar: Sumit Mishra
Study of Credit Experiences of Farmers Household in Vidharbha Region of India
17 Nov 2011 - 17 Nov 2011
Other Supervisors: Dr.Babita Sinha, Scholar: Asha Upvanshi
An Empirical Study of Effects of ICT enabled Business Development Opportunities on the 'Capability'
12 Nov 2011 - 12 Nov 2011
Other Supervisors: Dr, Pankaj Madan, Scholar: Piyush Seth
Administrative Positions
Professor-in-Charge, Placement and Internship, IIT Roorkee
18 May 2018 - 25 Jul 2022
Indian Institute of Technology (IIT) Roorkee
Held the post for Incharge of Placements for Department of Management Studies, IIT Roorkee for 10 years
01 May 2008 - 01 May 2018
Indian Institute of Technology, Roorkee
Associate Dean College of Management and Economic Studies
01 Nov 2006 - 04 Jun 2007
University of Petroleum and Energy Studies (UPES), Dehradun
Associate Professor
01 Jul 2007 - 31 Aug 2007
IMT, Ghaziabad
Assistant Professor and Head Department
01 Sep 2001 - 13 Oct 2006
SRMCEM, Lucknow
Director Business Development
01 Dec 1999 - 31 Aug 2001
Spectrum InfoSolutions, Lucknow
Senior Executive Communications
01 Jan 1995 - 01 Jan 1999
Dainik Jagran, Lucknow
Instructional tasks

- Have delivered workshops and trained around 10,000 Faculty Members and Corporate Executives including Corporate Leaders on Innovations, Design Thinking, Spirituality and Market Opportunity Development.

-  Have delivered lecture to around 15000 students Innovation and Entrepreneurship Studies- NPTEL.

- Have delivered lecture to around 2600 students on Integrated Marketing Communication- NPTEL.

- Launching a subject of Product and Brand Managenment on NPTEL.

Process development
- Development of Low-Cost Energy-based Value Chain through a Briquette Machine Innovation This machine is being developed as a tool for propelling Social entrepreneurship where villagers living in and around the forest area may adopt briquette making from the harmful Pine needles and may earn a livelihood option. This will also save the forest of Uttarakhand from the disaster of forest fire as the forest floor will be devoid of inflammable dry and Pine needles spread over a large area.
Innovation in teaching

- A course on NPTEL: Innovation, Business Models and Entrepreneurship (Around 10,000 enrollments in two consecutive sessions and 90% feedback ) Link-

- A course on NPTEL: Integrated Marketing Communication (Around 2600 enrollments) - Link

- A course on NPTEL: Product and Brand Management (To be launched in July)

Books Authored

1- Stop Predicting-Revisit Life published by Bloomsbury India. Link

2- Affordability for the Poor and Profitability for the Provider published by VDM Verlag Dr. Müller. Link

3- A chapter on Rural Marketing in Principles of Marketing by Philip Kotler, Armstrong, Agnihotri and Haque, published by Pearson India, 13th edition.

4- Master's Speak on Management Education in India published by Bloomsbury India. Link