
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
- 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:
- Consumer Behavior.
- Digital and Social Media Marketing.
- Marketing Analytics.
- Services Marketing.
- CRM.
- Green Marketing.
- CSR.
- Sustainability and Marketing.
Research Expertise:
- Consumer Behavior.
- Digital and Social media Marketing.
- CSR and Marketing.
- 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 :
- 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/10.3390/cosmetics9050101 (SCOPUS Q1 and Web of Science)
- 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).
- 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).
- 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.
- 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).
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 (Web of Science and others)
- 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)
- 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.
- 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
- 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
- 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
- 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 :
- 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.
- 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 R. Srinivasan, “Banking Psychographics – An Indian Empirical Study”, IABE Annual Conference, Las Vegas, USA, Oct 14 – 17, 2007.
National Conference Papers(3) :
- 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,”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 Channel Perceptions – An Indian Youth Perspective”, Marketing and Society Conference, Indian Institute of Management, Kozhikode, April 8 – 10, 2007.
Chapters in Books (2):
- 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.
Achievements :
- Faculty Development Programme in Digital Marketing. MSRUAS, 2015
- Leadership Training program for probationary officers trainees of ICICI Bank – taught multiple times a year (2013 – 2015), while working at TAPMI.
- Certified Trainer by Rutgers University (School of Social Work), 2014.
- 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.
- Certified in Advanced Programme in Digital Marketing organized by IAMAI and NIIT Imperia. 2013.
- Spearheaded the branding for TAPMI to obtain CRISIL ‘A’ Triple Star Grading (while working at TAPMI – Manipal).
- 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