BML Munjal University

A Hero Group Initiative

close

Faculty

Faculty

Quick Enquiry
  • Dr. Rik Paul Assistant Professor
    • School Schools of Management
    • Department/Programme BBA
    • Position (additional roles) Head– PG Programs
    • Email rik.paul@bmu.edu.in

    Dr. Rik Paul is a PhD in Marketing and has over 10 years of academic experience. Prior to his career in academics, Rik served as an EHS consultant for Genpact. He received his professional training in management pedagogy from ‘The International Management Teachers Academy’ at IEDC Bled School of Management, Slovenia. Rik is an award-winning author of case studies and is featured in UK-based Case Centre. Rik’s case studies are used in management classrooms all over the world and have topped International Case Writing Competitions organized by The Central and Eastern European Management Development Association (CEEMAN), Emerald Group Publishing (UK) and John Molson School of Business (Canada). Rik is an innovative management educator and his teaching techniques have received multiple award nominations from prestigious international academic communities like the Marketing Management Association (USA), The Society for Marketing Advances (USA) and The Wharton School of Management (USA). His teaching, research and training interests encompass Services Marketing, Strategic Marketing Management, Digital Marketing and Management Pedagogy. Rik is a regular resource person in MDPs for Indian Army Officers, Public Sector Banks and Retail Industries

    • Marketing and Consumer Behavior
    • Marketing of Products and Services
    • Services Marketing
    • Digital Marketing
    • Strategic Marketing Management
    • Entrepreneurship and Family Business
    • Digital Marketing
    • Graduation In: Microbiology
    • Graduation From: University Of Calcutta, West Bengal
    • Graduation Year: 2005
    • Post Graduation In: Biotechnology
    • Post Graduation From: University Of Burdwan, West Bengal
    • Post Graduation Year: 2007
    • Doctorate In: Marketing
    • Doctorate From: Ibs Hyderabad, Ifhe University, Telengana
    • Doctorate Year: 2014
    From - To (Year)Designation & Organization
    2018 - PresentHead – Pg Programs, School of Management, Bml Munjal University
    2016 - 2018Associate Professor, Ibs Hyderabad, Ifhe University
    2014 - 2015Assistant Professor, Ibs Hyderabad, Ifhe University
    2009 - 2013Research Scholar, Ibs Hyderabad, Ifhe University
    2007 - 2008Consultant, Environment And Health Safety, Genpact
    • Service Value
    • Customer Satisfaction
    • Customer Loyalty
    • Atmospherics
    • Anthropomorphism
    • Innovative Pedagogy
    • Roy, S., Paul, R., Quazi, A., Nguyen, B., “Developing a Service Value Measurement Scale in Retail Banking Services”, International Journal of Bank Marketing, (36:4), 2018, pp 616-633.
    • Bagchi, R., and Paul. R., “Aligning Aggregate Planning with (s,S) Inventory Model in a Stochastic Demand Environment”, International Journal of Strategic Decision Sciences, (9:1), 2018, pp 29-44.
    • Paul, R., and Ponnam. A., “Teaching Customer Experience Quality and its Significance in Retail Management: A Role Playing Game using Chinese Puzzle ‘Tangram’”, Decision Sciences Journal of Innovative Education, (16:2), 2018, pp 126-139.
    • Ponnam. A., and Paul, R., “Relative importance of service value by customer relationship stages: Evidence from the Indian retail banking,” International Journal of Bank Marketing, (35: 2), 2017, pp 319-334.
    • Paul, R., and Mandal, S., “Consumer Perception of Genetically Modified Food: Empirical Evidence from India,” Journal of International Food & Agribusiness Marketing, (24:4), 2012, pp 169-183.
    • Paul, R., Chakraborty, S., and Chakraborty, T., “Towards Improving Knowledge Performance in the IT Industry: An Empirical Investigation,” IT for Business Excellence, (1: 1), 2011, pp 263-284.
    • Dasgupta, S., Paul, R., and Fuloria, S., “Factors Affecting Behavioral Intentions towards Mobile Banking Usage: Empirical Evidence from India,” Romanian Journal of Marketing, (6: 1), 2011, pp 6 - 28.
    • Paul, R., and Dasgupta, S., “Country-of-Origin Image of Brands as an Antecedent to Brand Equity,” Journal of International Business, (2: 2), 2010, pp 37 – 57.
    • Paul, R., and Dasgupta, S., “Are you Accountable for your Marketing Activities?” Presidency Journal of Management Thought and Research, (2: 4), 2012, pp 10-23.
    • Paul, R., and Chakravarthi, KT., “Initiating Conversations with Customers: A Focus on Outdoor Advertising,” Advertising Express, (1: 11), 2009, pp 63-66.
    Case Studies
    • Paul, R., and Purkayastha, D.,“Avant Garden: Exploring Possibilities for Improving Revenue Management”, Case Folio: The IUP Journal of management Case Studies, (11: 2), 2011, pp 27-45. (Award Winner)
    • Paul, R., and Sardana, N., “One life, one chance: Cordlife Sciences India Pvt. Ltd. Preserving the precious gift,” Emerald Emerging Market Case Studies, (2: 7), 2012, pp 1-15.
    • Paul, R., and Purkayastha, D., “Feeding the Hungry Surfers: www.justeat.in,” Emerald Emerging Market Case Studies, 2012, (2: 8), pp 1 – 11. (Award Winner)
    • Paul, R., “TAJ: I will prevail; Exemplifying Customer Service in times of Crisis,” Emerald Emerging Market Case Studies, (2: 8), 2012, pp 1 – 21.
    • Paul, R., and Purkayastha, D., “Customer Retention at Hyundai Motors Private Ltd,” Emerald Emerging Market Case Studies, 2013, (3: 3), 2013. (Award Winner)
    • Paul, R., and Purkayastha, D., “Marketing McDonald’s in India”, Effective Executive, (16: 4), 2013, pp. 48 – 72.
    • Paul, R., and Purkayastha, D., “Adopting a Learning management System,” IBS Centre for Management Research, 2014, Case Code: Case Code: ITSY084. (Scholarship Winner)
    • Paul, R., and Purkayastha, D., “Diversification Dilemma at Shree Niketan School,” IBS Centre for Management Research, 2014, Case Code: LDEN/090.
    • Paul, R., and Purkayastha, D., “Dr Reddy’s Laboratories: Problems in the Mexico Plant”, IBS Centre for Management Research, 2015, Case Code: OPER/112.
    • Paul, R., Gaur, J., and Purkayastha, D., “Reconfiguring the Supply Chain at Xtra Power Energy Systems (French)”, IBS Centre for Management Research, 2015, Case Code: OFOPER/115. (Award Winner)
    • Paul, R., Gaur, J., and Purkayastha, D., “Reconfiguring the Supply Chain at Xtra Power Energy Systems”, Case Folio: The IUP Journal of management Case Studies, (15: 2), 2015, pp 2-12, 2015, (Award Winner)
    • Paul, R., and Sarkar, J., “i-pill: Market Development Challenges at Piramal Enterprises Limited.”, IBS Centre for Management Research, 2015, Case Code: MKTG340.
    • Paul, R., and Gaur, J., “Remake or Buy? Reconditioning products at Xtra Power Energy Systems”, IBS Centre for Management Research, 2016, Case Code: OFOPER/119
    • Paul, R., Gaur, J., and Purkayastha, D., “Outsourcing Online Marketing: Dilemma in Partner Selection at Creating Values Pvt Ltd.”, IBS Centre for Management Research, 2018, Forthcoming
    • Ponnam, H. P., and Paul, R., “Customer Happiness or Customer Safety: Trouble on Board jet airways”, UDAAN: The International Journal of Management Research, (5: 1) 2017, pp. 59-67.
    Text Book Articles
    • Paul, R., “Outdoor Advertising: Creating a Conversation with Potential Customers”, Contemporary Management, Pawar, A. and Rao, N. (Ed.), Himalaya Publishing House, Mumbai, India, 2011, pp 383 – 389.
    • Paul, R., and Roy, S., “Marketing of Services: The McDonald’s Way”, Marketing Cases from Emerging Markets, Springer UK, 2014, pp. 99 – 112.
    • 2017 Case Mentor, New Case Writing Scholarship, Case Centre, UK
    • 2017 Best Professor In Marketing, ICBM-AMP Academic Excellence Award, Hyderabad, India
    • 2017 Research Grant, IBS Centre For Management Research, Hyderabad, India
    • 2016 Finalist, Cengage Pride/Ferrell Innovations In Teaching Award, SMA, USA
    • 2016 Honourable Mention, AxcessCapon Teaching Innovation Competition, MMA, USA
    • 2016 Finalist, Best Practices In Sales Education Competition, NCSN, USA
    • 2016 Featured Author, The Case Centre Newsletter, Case Centre, UK
    • 2015 Shortlisted, Presence Learning, Wharton-QS Stars Reimagine Education Awards, Wharton, USA
    • 2015 Finalist, Cengage Pride/Ferrell Innovations In Teaching Award, SMA, USA
    • 2015 Finalist, AxcessCapon Teaching Innovation Competition, MMA, USA
    • 2015 Fourth, John Molson MBA Case Writing Competition, Montreal, Canada
    • 2014 Philip Law Scholarship, For New Case Writer, Case Centre, UK
    • 2014 100% Scholarship, To Attend CEEMAN IMTA, Bled, Slovenia
    • 2013 Winner, CEEMAN/Emerald Case Writing Competition, CEEMAN, Slovenia
    • 2012 Winner, Emerald-IBS Best Emerging Markets Case Award, Emerald Publishing, UK
    • 2012 Winner, IBS-Elite Projects Best Case Award, Hyderabad, India
    • 2011 Best Case Award, 2nd Conference On Management Case Development, Bangalore, India
    • Paul, R., Bagchi. S., “Evaluating the Effectiveness of a Hybrid Simulation in Improving Student Learning”, Target Journal: Decision Sciences Journal of Innovative Education (Funded, Research Grant, IFHE)
    • Paul, R., “Use of Lego in Teaching Service Blueprint: An Activity Based Approach”, Target Journal: Journal of Marketing Education
    • Paul, R. and Gaur. J., “Understanding Push and Pull Manufacturing through Experiential In-Class Learning”, Target Journal: Journal of Management Education
    • Paul, R., "Improving Student Engagement in a Case Class: An Activity Based Approach", Target Journal: Marketing Education Review
    • Paul, R., “Holbrook’s Value Typology Revisited: Specifying a Second Order Reflective Measure”, Target Journal: Marketing Intelligence and Planning
    • Paul, R., and Pradhan. P., “Exploring Service Value Dimensions in Higher Education and their Impact on Student Satisfaction and Loyalty”, Target Journal: Journal of Education Policy, Planning and Administration
    • Paul, R., “Service Value Dimensions, Customer Satisfaction and Customer Loyalty: An Integrated Model for Indian Fast Food Retail”, Target Journal: British Food Journal
    • Paul, R., and Ponnam. A., “Interplay of Service Value Dimensions across Customer Loyalty States: Empirical Evidence from QSRs in India”, Target Journal: Journal of Hospitality Management
    • Paul, R., “Exploring Variations in Value Dimensions and their Impact on Customer Satisfaction and Loyalty across two Different Service Contexts”, Target Journal: Services Marketing Quarterly
    • Paul, R., and Mishra. A., “Perception of Value Dimensions across Customer Satisfaction and Loyalty Levels: Evidence from Indian Retail Banking”, Target Journal: Journal of Financial Services Marketing
    • Paul, R., and Sekhar. S., “Impact of Service Value on Customer Satisfaction and Loyalty: The Moderating Role of Customer Demographics”, Target Journal: Journal of Services Marketing
    • Paul, R., and Sekhar. S., “Exploring the Impact of Service Value Dimensions on Customer Patronage Behavior: Evidence from Retail Banking in India”, Target Journal: Services Marketing Quarterly
    • Paul, R., and Bhatt. G., “Effect of Store Atmospherics in Creating Brand Loyalty in Single Brand Retail Context”, Target Journal: Journal of Retail and Distribution Management
    Case Studies
    • Paul, R., and Gupta G., “Banyan Intellectual Initiative: Challenges in Incubating Start Ups”, Primary Case
    • Paul. R., and Srivastav, A., “Managing Marketing Channel Partners at Fine Organics Pvt Ltd.” Primary Case
    • Paul. R, and Sita, M., “Impulse Social Enterprise: Troubles Maintaining Double Bottom-line”, (Scholarship Case)

    Case Teaching And Case Writing

    Faculty Development Program

    • BMS College of Technology and Management, Bangalore, India, Apr, 2015
    • Christ University, Bangalore, India , May, 2016
    • St.Ann’s Degree & PG College for Women, Hyderabad, India, Feb, 2016
    • IBS Hyderabad, IFHE University, Dec, 2017

    Innovative Pedagogy / Management Games

    Faculty Development Program

    • Administrative Staff College of India, Hyderabad, India, Jul, 2014
    • IBS Hyderabad, IFHE University, Mar, 2016
    • Vignan University, Guntur, India, May, 2016
    • ICFAI Business School, Kolkata, Aug, 2017



    Structural Equation Modelling

    Faculty Development Program

    • IBS Hyderabad, IFHE University, Mar, 2013

    Service Management

    Management Development Program

    • IBS Hyderabad, IFHE University (Retail Bank Managers), Mar, 2013
    • IBS Hyderabad, IFHE University (Indian Army Officers), Feb, 2015
    • Bank of India, Hyderabad, India, Apr, 2015
    • IBS Hyderabad, IFHE University (ICICI Bank Managers), Mar, 2016

    Consultancy

    • Cordlife Sciences India Pvt. Ltd., Feb, 2012
    • Justeat India, May 2012
    • Hyundai Motor India Ltd., Jun, 2013
    • Xtra Power Energy Systems, Feb, 2015
    • Nowfloats Technologies, Oct, 2014

    Digital Marketing

    Management Development Program

    • IBS Hyderabad, IFHE University (Retail Bank Managers), Apr, 2014
    • Appetite, Since 2012
    • Emerald Emerging Market Case Studies Collection, Since 2010
    • Journal of Marketing Intelligence and Planning, Since 2014
    • International Journal of Agricultural Marketing, Since 2011
    • The Hindu Business Line, BLoC, Since 2017
    • 4. International Journal of Quality and Service Sciences, Since 2017

    Gaurav Bhatt, Assistant Professor, Ifhe University, Completed, 2018

    • Effect of Store Atmospherics in Creating Brand Loyalty: An Empirical Investigation in Single Brand Retail Context

    Ramesh Dharbha, Vice President, Capgemeni, Completed, 2018

    • Antecedents and Consequence of Psychological Empowerment of Agents: Empirical Evidence from Life Insurance Industry in India

    Gaurav Srivastav, Manager, L&T Aviation, Proposal Submitted, 2018

    • Impact of Partial and Literal forms of Induced Anthropomorphism on Consumers’ Tendency to Anthropomorphize and Evaluate Simple and Complex Products
    • MARKETING MASTERMIND, IUP PUBLICATIONS, ISSN: 0972-5156, Dec, 2017 – present
    • Former drummer for regional rock bands “Inferno” and “Void”, Kolkata, India
    • Faculty mentor for IBS Hyderabad college band “Diatribe”, Hyderabad, India
    • Faculty mentor for official entertainment club of IBS Hyderabad “Infinity Studio, Hyderabad, India
    • Other hobbies include painting, arts and crafts

    Copyright © 2019 BML Munjal University - All Rights Reserved