SHILPA PRAVEEN

Designation:

Assistant Professor & Chair: Executive Education & TCEL

Area:

Marketing

Education:

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

Date of Joining:

2023-04-10

Biography

Dr. Shilpa Praveen holds an MBA from the National Institute of Technology Karnataka (NITK), Surathkal, and a Ph.D. in Marketing from Visvesvaraya Technological University (VTU), Belgaum. She brings over 16 years of rich experience across industry and academia. She began her career with Hindustan Coca-Cola Beverages Pvt. Ltd., where she worked for nearly six years in channel management, focusing on key accounts across Karnataka. She then transitioned to academia and served for eight and a half years at Nitte University, contributing to teaching, research, and academic development. For the past two years, Dr. Praveen has been associated with the TAPMI Centre for Executive Learning, where she works closely with industry clients, driving impactful executive education initiative

Published Papers

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)

Teaching Cases

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

Teaching Interest

Yet to be updated

Research Interest

Consumer Behaviour.
Ethnocentrism.
Tourism.
Virtual reality, Metaverse.
Higher education

Training & Consultation

Conferences and Workshops

Conferences

Presented the paper titled “Value Co-Creation and Digital Business Model Innovation in Metaverse: Illustrated with S-D Logic and Retail Case Studies during 12th International Research Symposium in Service Management (IRSSM) at Manipal during August 7th to 9^th, 2024.
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, during April 9th to 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 epitome.ai 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.

Paper-work in progress

Peer – reviewed Journals:

Rao, Nidhish; Praveen, Shilpa; Sankaran, K. (2023). “Emergent Social Entrepreneur Archetypes in India: An Evolving Vie wpoint From a Pilot Analysis“, AMC Indian Journal of Entrepreneurship, Vol.6 No 1, pp.8-12. DOI: 17010/amcije/2023/v6i1/172744.
, 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

Academic Service

Yet to be updated

Ph.D. Guideship

Yet to be updated

Awards

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

Planning a vacation? User-generated content is your “New Guide”, published by Udayavani, Feb 13, 2024. https://www.udayavani.com/english-news/planning-a-vacation-user-generated-content-is-your-new-guide

SHILPA PRAVEEN

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Date of Joining:

Conferences and Workshops

Conferences

Workshops

Peer – reviewed Journals:

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