Dr. Srivatsa H S

• Green Marketing
• Digital Marketing
• Consumer Bahaviour
• Technology adoption

• 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
• 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

• A. Was Awarded “Outstanding Faculty member of 2021” on 6th September 2021 by MSRUAS.
• B. Workshops and Continual Education
• Smart PLS – Structural Equation modeling – Workshop on Basic and Advanced workshop on Structural Equation modeling conducted by EdMaestro in collaboration with SMART PLS Gmbh, Germany – 20-24th February, 2023
• Certified Trainer by Rutgers University (School of Social Work),2014
• Have successfully completed Advanced Programme in Digital Marketing awarded by IAMAI and NIIT Imperia. 2013.
• Case teaching workshop jointly organized by ISB at S P Jain, Mumbai. Feb 12 – 13th, 2012. Lead faculty – Prof Arif Kachra – Richard Ivey School of Business.
• Concepts and applications of Blue Ocean Strategy Workshop at TAPMI Centre for Executive Education, Bangalore, 22-24th April, 2010
• “Executing Service Excellence for Breakthrough Results using SERVQUAL, Conducted by Prof. Parasuraman, Jan 11, 2007

National Conference Papers

• Hosur Srinivasan Srivatsa, Arun R. Sandeep N and Vijaya Kumar S, 2nd Indian International Conference on Industrial Engineering and Operations Management, NIT - Warangal, Telangana, India, August 16-18, 2022 (https://ieomsociety.org/proceedings/2022india/283.pdf)
• 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
• 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
• >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.
• 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.
• 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.
• Srivatsa H.S. and R. Srinivasan, “Banking Psychographics – An Indian Empirical Study”, IABE Annual Conference, Las Vegas, USA, Oct 14-17, 2007
• 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.

International Conference Papers

• Kangana Dutta,Srivatsa H.S and Padmaja V, “Workplace Health and wellness Interventions undertaken by Startups in Impacting Employee experience – Post Covid, ASIP conference- IISc and MSRUAS, Nov 24- 26th, 2022
• Vinith Gambali, A.G.Sreevalli, H.S.Srivatsa and V.Nagendra, “Modeling Adoption Of Health apps by Consumer (18-60yrs) Using UTAUT-2” ASIP conference- IISc and MSRUAS, Nov 24- 26th, 2022

National Journal Papers

• 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 (SCOPUS – Q3, Web of Science and others)
• 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
• Hosur Srinivasan Srivatsa, “Environmentally Sustainable Practices in Indian Banking Sector”, Journal of Management and Commerce, Vol 02, Issue 2, September 2015, Pg 10 – 12
• 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: 09759603
• Srivatsa H.S. and R. Srinivasan, “New Age Youth Banking Behaviour” ‘Journal of Services Research’, Vol 8, No.2, Pg 53-71, 2008

International Journal Papers

• 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.(SCOPUS-Q1) https://doi.org/10.3390/cosmetics9050101
• 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-Q3) https://doi.org/10.1504/IJGE.2019.104512
• Alur Sivakumar and H. S. Srivatsa,”Hema Hospitals: The Digital Marketing Strategy”, The Case Centre, Reference no. 520-0096-1, 2020 (Teaching Case)
• 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 81878195, ISSN : 1818-7803 (Online) (Google Scholar)
• 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
• 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 23199199. (Teaching Case)
• Neha Saligram, Vinod Appiah and Srivatsa H.S, “Determining the Factors and User Expectations of Social Media in Health Care”, ‘International Journal of Management and Applied Science’, Vol 2, Issue No.10, Pg 14-18, 2016, ISSN: 2394-7926 (IJI Factor and Eurasian Scientific Journal Index)
• 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) 24561304
• 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: 09759603
• 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)
• 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)
• 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)

• NASMEI