Srivathsa

Dr. Srivatsa H S

Professor, Associate Dean and Head|Faculty of Management and Commerce, Department of Management Studies


Qualifications

  • Ph.D – Department of Management Studies

    IISc

  • M.Sc (Engg) – Management Studies

    IISc

  • B.E (Mechanical Engg)

    Ramaiah Institute of technology (earlier known as MSRIT), Bangalore University

Experience

  1. Analyst, National Bank of Dubai, Dubai, UAE, May 1999 –March 2004
  2. Software Engineer, ITC – ISD (now ITC – InfoTech), Bangalore, India, January 1998 –April 1999
  3. Business Analyst, Intell Southtech; Bangalore; India, July 1996 – December 1997.
  4. Associate Dean — Faculty of Management and Commerce, M S Ramaiah University of Applied Sciences, Bengaluru, India, 2017- till date.
  5. Professor — Faculty of Management and Commerce, M S Ramaiah University of Applied Sciences, Bengaluru, India, June 2015 — till date.
  6. Associate Professor, T A Pai Institute of Management (TAPMI), Manipal, India (AACSB accredited), August 2008 – May 2015.
  7. Full Time Doctoral Scholar at Department of Management Studies, Indian Institute of Science, Bangalore, 2004- 2008.

Research Interest:

  1. Consumer Behavior.
  2. Digital and Social Media Marketing. 
  3. Marketing Analytics.
  4. Services Marketing.
  5. CRM.
  6. Green Marketing.
  7. CSR.
  8. Sustainability and Marketing.

Research Expertise:

  1. Consumer Behavior.
  2. Digital and Social media Marketing.
  3. CSR and Marketing.
  4. Services Marketing and Marketing Research.

Research Grants:

Grants received from NSTMIS – DST to Develop a Framework for Green Innovations for manufacturing Sector (Automotive and Earthmoving sector) in 2016. The final presentation of project to DST –NSTMIS has been completed.

Ph.D. Dissertation:

Psychographic segmentation of retail banking customers in Karnataka (India) – An empirical study”.

International Journal Papers :

  1. Prathamesh Mhatre and Hosur Srinivasan Srivatsa, Modelling the purchase intention of millennial and Generation X consumers, towards refurbished mobile phones in India”, International Journal of Green Economics, 2019, No 3 / 4, Pg 257 – 275 (ABDC and SCOPUS).
  2. Srivatsa.H.S, Syed Umraz Aqib and Mohammed Safwan, Measuring Attitude of a University’s Employees Towards Carpooling, Journal of Engineering and Applied Sciences, Vol 14, Issue 22, 2019, Pg 8187 — 8195, ISSN : 1818 – 7803 (Online) (SCHIMAGO).
  3. Srivatsa.H.S, Syed Umraz Aqib and Mohammed Safwan, Measuring Attitude of a University’s Employees Towards Carpooling, Journal of Engineering and Applied Sciences, Vol 14, Issue 22, 2019, Pg 8187 — 8195, ISSN : 1818 – 7803 (Online) (SCHIMAGO)
  4. Khyathi G. V, Aileen J and Srivatsa H.S, Streamlining the Hospital Discharge Process in a tertiary care Hospital with a Holistic Approach”, International Journal of Science, Engineering and Management’, Vol 1, Issue 4, Pg 43 – 56, 2016, ISSN (online) 2456- 1304.
  5. Srivatsa H.S. and R. Srinivasan, Does Lifestyle Influence retail banking product selection – An Exploratory Study in India”, Journal of International Management Studies’, Vol.10, No.2, Pg 116 – 126, 2010, ISSN: 1690 – 2140 (Index Copernicus, ULRICHSWEB, CNKI).
  6. Srivatsa H.S. and R. Srinivasan, Gender Based Banking Psychographics — An Indian Empirical Study “, International Journal of Business Research’, Vol.8, No.4, Pg 88 – 95, 2008, ISSN: 1555 – 1296 (Index Copernicus, ULRICHSWEB, CNKI).
  7. Srivatsa H.S. and R. Srinivasan, Banking Psychographics – An Indian Empirical Study”, International Journal of Business Research’; Vol 7, No.5, Pg 80 – 88, 2007, ISSN: 1555 – 1296 (Index Copernicus, ULRICHSWEB, CNKI).

National Journal Papers : 

  1. Maruthi Haluvarthy Nagarajappa and Hosur Srinivasan Srivatsa, “ Modelling Customers’ Buying Behaviour of Jan Aushadhi (Generic Medicines)”, Indian Journal of Pharmaceutical Education and Research. Vol 54,Issue 1, Jan-Mar 2020, Pg 175 – 186, ISSN: 0019- 5464 (Web of Science and others)
  2. Priyanka Singh and Srivatsa H. S, “ Students’ Selection Criteria of University MBA Program and Role of Social Media in Students’ Customer Journey”, Journal of Emerging technologies and Innovative Research, Vol 6, Issue 6, June 2019, Pg 255 – 271, ISSN: 2349 – 5162 (UGC Listed)
  3. Srivatsa.H.S, SimpleSouth Hotel – 1960: Traditional vs contemporary approach of service marketing”, Amity Case Research Journal, Volume 5, Pg 35- 40, December 2016, ISSN 2319 – 9199.
  4. Pradeep Chougala and Srivatsa H.S, Analytical Study of Correlation between Indian and International Stock Market”, Journal of Management and Commerce, Vol 02, Issue 2, August 2016, Pg – 27 – 30
  5. 11. Hosur Srinivasan Srivatsa (H S Srivatsa), Environmentally Sustainable Practices in Indian Banking Sector”, Journal of Management and Commerce, Vol 02, Issue 2, September 2015, Pg 10 – 12
  6. Srivatsa H.S. and R. Srinivasan, Does Lifestyle Influence Retail Banking Channel Selection? — Evidence from India”, PRAGYAA- Journal of Management’, Vol 2, No. 1, Pg 22 – 34, 2011, ISSN: 0975- 9603
  7. Srivatsa H.S. and R. Srinivasan, New Age Youth Banking Behaviour” Journal of Services Research’, Vol 8, No.2, Pg 53 ‑71, 2008.

International Conference Papers :

  1. Srivatsa H.S and Gururaj Kidiyoor, Application of Technology Acceptance Model for Acceptance of Adult Diapers: An Exploratory Study”, NASMEI Conference- Great Lakes Institute of Management, Dec 27 – 28th, 2013.
  2. Srivatsa H.S. and R. Srinivasan,” Does Lifestyle Influence retail banking product selection – An Exploratory Study in India”, International Academy of Business and Economics conference, Thailand, June 4 – 6, 2010.
  3. Srivatsa H.S. and R. Srinivasan, Banking Channel Psychographics of Retail banking customers of Karnataka (India)” – NASMEI Conference at Great Lakes Chennai, Dec 18 – 19, 2009.
  4. Srivatsa H.S. and R. Srinivasan, Banking Psychographics – An Indian Empirical Study”, IABE Annual Conference, Las Vegas, USA, Oct 14 – 17, 2007.

National Conference Papers(3) :

  1. Srivatsa H S, Syed Umraz Aqib and Mohammed Safwan, Car Pooling Service – Measuring Employees’ attitude”, 2017- IIM – Indore – NASMEI Summer Marketing Conference, July 27 – 29, 2017.
  2. Srivatsa. H.S and Gururaj Kidiyoor,”Communication Strategy for Customer Acceptance of Adult Diapers”, National conference on healthcare communication and marketing, CMMCR — Manipal Institute of Communication, Nov 7 – 8, 2008.
  3. Srivatsa H.S. and R. Srinivasan, Banking Channel Perceptions – An Indian Youth Perspective”, Marketing and Society Conference, Indian Institute of Management, Kozhikode, April 8 – 10, 2007.

Chapters in Books (2):

  1. Srivatsa Hosur Srinivasan, Corporate Understanding of Benefits of Social Media: An Indian Context”, Book Chapter in Social Media Marketing – Emerging Concepts and Applications’, Excel Books 2014, ISBN – 978−93−5062−539−2.
  2. Srivatsa, Hosur Srinivasan and Srinivasan, R.,” Does Lifestyle Influence retail banking channel selection? – Evidence from India, 3rd Annual Euromed conference of Euromed Academy of Business, Nov 4 – 5, 2010, University of Nicosia, Cyprus, ISBN: 9789963−634−83−5.






Achievements :

  1. Faculty Development Programme in Digital Marketing. MSRUAS, 2015
  2. Leadership Training program for probationary officers trainees of ICICI Bank – taught multiple times a year (2013 – 2015), while working at TAPMI.
  3. Certified Trainer by Rutgers University (School of Social Work), 2014.
  4. Coordinated, Organized and taught in Program on Strengthening Managerial Competence of Branch Managers in a Competitive Market” for middle and senior level managers of Syndicate Bank. July 11- 14th , 2011, TAPMI.
  5. Certified in Advanced Programme in Digital Marketing organized by IAMAI and NIIT Imperia. 2013.
  6. Spearheaded the branding for TAPMI to obtain CRISIL A’ Triple Star Grading (while working at TAPMI – Manipal).
  7. Played a key role in the formation of Indian Placement Reporting Standards to bring about transparency (while working at TAPMI – Manipal).

  • Life Member of IISC Alumni Association

    Professional Memberships