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Faculty Profile


Assistant Professor & Co-Chair – Executive Education




Bachelor of Science (Mangalore University), MBA (Marketing – National Institute of Technology, Karnataka), PhD in the area of marketing.

Date of Joining:

10th April 2023


  • Ms. Shilpa Praveen has completed her Ph.D. in the area of marketing. She has completed her MBA from National Institute of Technology, Karnataka. She has over 14 years of experience in the industry and academia. She worked with the Key accounts team of Hindustan Coca-Cola Beverages Pvt Ltd for almost six years. She then joined the academia and worked with Justice K S Hegde Institute of Management for eight and a half years.


  • Marketing Management.
  • Sales and Negotiation Management.
  • Capstone Simulation.
  • Digital Marketing.
  • International Marketing.


  • Consumer Behaviour.
  • Ethnocentrism.
  • Service Quality.


  • Praveen, Shilpa., & McLaughlin, T. (2022). “Reverse Consumer Preference: A Case Study of Indian and American Shift Towards Locally Produced Beverages”, International Journal of Business Excellence, Vol.27 No.2, pp. 246-260. DOI: 10.1504/IJBEX.2020.10030311. (Scopus – Q3)
  • Rao, Sandhya., Praveen, Shilpa., & Kudroli, K. (In press). “Measuring Perceived Value and Customer Loyalty of an Online Retailer Using Confirmatory Analysis with Consistent PLS – Application of E-Squal model”, International Journal of Business Excellence, DOI:10.1504/IJBEX.2021.10044818. (Scopus – Q3)
  • Rao Sandhya., Praveen, Shilpa. (2020). “Impact of Celebrity Endorsements on Textile Brands: A Study of Indian Innerwear Industry”, Journal of the Textile Association, Vol.81 No.3, pp. 13- 18. Scopus – Q4)

    Peer – reviewed Journals:

  • Rao, Nidhish; Praveen, Shilpa; Sankaran, K. (2023). “Emergent Social Entrepreneur Archetypes in India: An Evolving Viewpoint From a Pilot Analysis“, AMC Indian Journal of Entrepreneurship, Vol.6 No 1, pp.8-12. DOI10.17010/amcije/2023/v6i1/172744.
  • Nidhisha., Sankaran, K., & Praveen, Shilpa. (2022). “Evolution of Social Entrepreneurship in India: Bibliometric Analysis of Literature”, AMC Indian Journal of Social Entrepreneurship, Vol.5 No.3, pp. 29 – 41. DOI: 10.17010/amcije/2022/v5i3/172441.
  • Praveen, S. (2020). “Reverse Consumer Preference from Global Brands to Local Brands in the Soft Drink Industry”, Nitte Management Review, Vol.13 No. 2, pp. 62–68. DOI: 10.18311/nmr/2019–2020/v13i1&2/26374.
  • Praveen, S. (2017) “Book review of Big Data in Practice”, Nitte Management Review, Vol. 11 No. 2, pp. 29 – 41. DOI: 10.18311/nmr/2017/v11i2/22984

Conferences and Workshops


  • Presented the research paper titled Reverse Consumer Preference from Global Brands to Local Brands in the Soft Drink Industry at the Conference on Brand Management 2016, organized by the Indian Institute of Technology, Delhi, on April 9th and 10th , 2016.
  • Workshops

  • A 30-hour “Global Online Certification Course on Competing in Business through AI-Powered Supply Chains 2022”, organized by NITIE, Mumbai, and BITS, Pilani, from Oct 27 to Dec 12th, 2022. 2.
  • Attended an FDP on “Microsoft Azure data fundamentals” by Infispark to the partners of from 29th March to 31st March 2022
  • Attended a Case writing workshop by Emerald in September 2021.
  • Attended webinar on “Gaming and Simulation: Bridging Research and Teaching for sustainable development” by Shri Vaishnav Vidyapeeth Vishwavidyalaya, Indore, on June 19, 2021.
  • Successfully cleared the assessment as Trainer with Grade ‘A’ for the Qualification Pack of Trainer (MEP/Q2601)- v1.0 conforming to National Skill Qualification Framework Level – 5 organized by National Skill Development Corporation on19th March 2021.
  • A week-long FDP on “Quality Assurance through NAAC-Accreditation Process” from Feb 22nd to Feb 27th, 2021, conducted by N M A M Institute of Technology.
  • A workshop on “Experiential teaching methods” conducted by T A Pai Management Institute, Manipal, in June 2018.
  • “Latex Workshop” was conducted by Visvesvaraya Technological University at N M A M Institute of Technology in September 2015.
  • “Service management workshop” by Dr. Jay Mulki in association with the National Institute of Technology, Karnataka, in Dec 2015.


  • Awarded Certificate for Outstanding Performance on Sales Volume in Karnataka, May 2011 by Hindustan Coca-Cola Beverages Pvt Ltd, Bangalore.
  • Awarded the “Best Executive in the State of Karnataka” Feb 2011, by Coca-Cola, India.
  • Part of the Winning Best team Award, 2009, in the State of Karnataka, by Hindustan Coca-Cola Beverages Pvt Ltd, Bangalore.
  • Awarded the “Most Promising Newcomer in Karnataka”, 2009 by Hindustan Coca-Cola Beverages Pvt Ltd, Bangalore.

Media Coverage

  • Not Applicable