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Faculty Profile




Marketing Management




  • Prof. Gururaj H Kidiyoor has nearly 10 years of experience in Industry. He has worked in TVS Electronics, Wipro, and Digital Equipment in the areas of marketing, sales and distribution. He joined TAPMI in 1999.


  • Business to Business Marketing, Personal Selling, Sales Negotiations, Marketing of High-Tech Products.


  • Consumer Risk, B2B Buying Behaviour


  • Gururaj H. Kidiyoor & Prashant V Yatgiri,, Kannada Movie Industry in India: Strategies for Survival, merging Markets Case Studies,, Emerald Publishing Limited, 2017-18

  • Published a case “Regal Insurance: Sales Insurance Structure” in the book Case Studies on Management Practices and Principles published by Galgotia Publishing Company, New Delhi, 2014, ISBN : 81-8218-048-1.

  • Published a paper “Measurement Scales for Obsolescence Risk in Business Buying of High-Technology Products” in IIM Shillong Journal of Management Science. Volume 4, Number 1, January – June 2013, ISSN 0976-030X (print), 0976-173X (online).

  • Edited a research compendium titled “Managerial Excellence Through Indian Ethos” published by the center for Indian Culture, Heritage and Management, TAPMI, Manipal – February 2013.

  • Published a case titled “For a Few Rupees More (A, B & C)” in Journal of Case Research (ISSN: 0976 – 108X), Volume III, Issue 1, June 2012, published by Xavier Institute of Management, Bhubaneshwar.

  • Published a case titled “Sidhu’s Predicament” in Adarsh Journal of Management Research (ISSN: 0974 – 7028), Vol5, Issue 1, March 2012.

  • Edited a research compendium titled “Indian Ethos for Modern Management” published by the center for Indian Culture, Heritage and Management, TAPMI, Manipal – February 2012.

  • Published a paper “Key Success Strategies for Marketing of High Technology Products: A Review” in Drishtikon (ISSN:0975-7422) A Management journal of SCMHRD, Volume I, Number 2, March -September 2010.

  • Co-authored a case “Kumar Electronics” with R C Natarajan. (An exercise based on this case has been published in the Indian adaptation of the text book “Marketing Channels” by Coughlan, Anderson, Stern, Ansary and Natarajan. Pearson Education, 7th Edn).

  • Co-authored four cases Tasty Chocolates (A),(B), (C) and (D) with R Rajagopalan, R C Natarajan, A Sivakumar, Ananth P Bhat, Simon George and SP Seetharaman, 2006. The cases are hosted at European Case Clearing House (ECCH). Ref nos 506-140-1, 506-141-1, 506-142-1, 506-143-1.

  • Authored a case “Leading Edge” in 2006 which is hosted at the European Case Clearing House (ECCH), Ref no: 306-417-1.

Conferences and Workshops

  • Gururaj H. Kidiyoor; Srivatsa H. S.,Using TAM to study adoption of adult diapers,NASMEI Conference,Great Lakes Institute of Management , Chennai, 2012-13.
  • Attended the AACSB conference on Curriculum Innovation in May 2015 in St. Louis, USA.
  • Attended the “Assurance of Learning” seminar conducted by the AACSB International on 14th and 15th May 2014 at Guangzhou, China.
  • Attended the “Case Writing Workshop” conducted by Harvard Business School (HBS) from 24th to 27th February 2014 at Mumbai, India.
  • Attended an International seminar titled “Curriculum Development for Responsible Leadership” organized by AACSB in Singapore on 18th November 2013.
  • Attended the Global Colloquium on Participant Centered Learning” at the Harvard Business School at Boston, USA from 21st to 27th July 2013.
  • Attended a 2 day International seminar on “Assurance of Learning Standards” conducted by AACSB International in Singapore on October 7-8, 2011.
  • Attended a 3 day workshop on the “Blue Ocean Strategy” conducted by CRICT, Malaysia in Bangalore in May 2010.


  • Was conferred with the “BEST PROFESSOR IN MARKETING AWARD” at the World Education Congress held in 2012.
  • Consultancy & Projects

  • Carried out an Industry Analysis project on Kannada Movies for Karnataka Chalanachitra Academy which is a State Government concern. The report was submitted in August 2015.
  • Carried out a channel structure and MIS study project for Campco Chocolates in 2000. A case was developed out of this study.

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