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Ramaiah University of Applied Sciences

Srivathsa

Dr. Srivatsa H S

Professor

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

Total Experience: 22.18 Years

Analyst, National Bank of Dubai, Dubai, UAE, May 1999 –March 2004

Software Engineer, ITC – ISD (now ITC – InfoTech), Bangalore, India, January 1998 –April 1999

Business Analyst, Intell Southtech; Bangalore; India, July 1996 – December 1997.

Associate Dean — Faculty of Management and Commerce, M S Ramaiah University of Applied Sciences, Bengaluru, India, 2017- till date.

Professor — Faculty of Management and Commerce, M S Ramaiah University of Applied Sciences, Bengaluru, India, June 2015 — till date.

Associate Professor, T A Pai Institute of Management (TAPMI), Manipal, India (AACSB accredited), August 2008 – May 2015.

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. Tengli, Anusha, and Srivatsa Hosur Srinivasan. 2022.​“An Exploratory Study to Identify the Gender-Based Purchase Behavior of Consumers of Natural Cosmetics” Cosmetics 9, no. 5: 101. https://​doi​.org/​1​0​.​3​3​9​0​/​c​o​s​m​e​t​i​c​s​9​0​50101 (SCOPUS Q1 and Web of Science)
  2. 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).
  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 Hosur Srinivasan, Sandeep N, Vijaya Kumar S and Arun. R, ​“Predicting Green Innovation Levels Among Automobile and Earthmoving Sectors” Presented at the 2nd Industrial Engineering and Operations Management (IEOM) India Conference, August 16 – 18, 2022, Jointly Hosted by NIT Warangal and JNTU.
  2. 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.
  3. 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.
  4. 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.
  5. 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