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Faculty Profile

Dr. Kshitiz Sharma - Inspiring Educator at ABBSSM

Dr. Kshitiz Sharma

Designation: Professor
Entrepreneurship & Marketing
Qualificaion: Ph.D, MBA, MA, DHMCT, MTM, NET
ORCID ID: 0000-0002-1145-8979
VIDWAN ID: 186454
Web of Science Researcher ID: ADN-9100-2022

Brief Profile

Dr. Kshitiz Sharma is a Professor and Coordinator- IQAC and Ph.D. guide at ABBS School of Management, Bangalore. His past association has been with Alliance School of Business (Alliance University), VIHTM (Saurashtra University), UEI Global (Berggruen Education Pvt. Ltd.), IIAS School of Hotel Management and Tourism, Radisson (Carlson Hospitality Worldwide, Le Meridien etc.

Dr. Kshitiz Sharma is a researcher, published extensively and have good knowledge of statistical packages like Advanced Excel, SPSS, Minitab, Python, R, Orange, Knime, Bibliometrix etc. He is an author of a book and many book chapters. He has published papers including research papers, articles and case studies in prestigious Springer Nature, Japanese Business Magazine, Case Center, ET Case, ABDC listed, Scopus, WOS indexed and UGC listed journals. He is Reviewer for many journals as Journal of Creative Communications, Int. J. of Business and Emerging Markets, Amity Journal of Entrepreneurship (AJE), International Journal of e-government and e-Business Research and many more. Dr. Sharma has conducted several FDPs and MDPs and organized International Conferences at ABBS as Convenor. His teaching interests are: Marketing Management, Marketing Strategy, Marketing Research, Services Marketing, Consumer Behaviour, Brand Management, Digital Marketing, Managing in the Global Economy, Cultural Intelligence, Entrepreneurship and Innovation, Business Analytics, Data Management and Visualization, Predictive Analytics.

Teaching Philosophy

He is a great admirer of curious minds at work. Curiosity develops passion for learning. And learning makes lives meaningful for individuals, society and beyond.

Teaching curious minds is not a piece of cake, it requires mental faculties to be ready all the time to explore and accept wherever the possible answers can come from. Teaching is not intimidating curious souls; it’s nurturing the seeds of huge potential. He enjoys being with students and helping them to explore their call. The best experiences of learning come by listening to different perspectives and agreeing to the common good.

As a teacher he believes his role is to introduce them to the right sources where the best content can be archived, it’s not about mere quantity, it’s about the quality of content that enriches. According to him ‘if I can develop the appreciation for good content, rest students can take care of themselves’. The variety of sources is important in long term learning and activities like research, guest lecture, and projects bring that flavor.

Research Interest

Consumer Behaviour, Impulse Buying, Risk Analysis, Education Management, Perceptual Mapping, Marketing Case Studies, Work Life Balance, Technology in Purchase Intentions, Hospitality Index

Recent Research information:

  • Invited speaker (jointly with Dr. Madhumita Chatterji, Director ABBSSM) in the prestigious “International Conference: Systems Analysis for Enabling Integrated Policy Making” in New Delhi, India from 10-12 August 2022 organized by The Technology Information, Forecasting and Assessment Council (TIFAC), an autonomous body under the Department of Science & Technology, Government of India and the International Institute for Applied Systems Analysis (IIASA) based in Vienna, in partnership with the National Natural Science Foundation of China (NSFC), the Iran National Science Foundation (INSF), the Japanese Committee for IIASA, and the Royal Scientific Society (RSS) of Jordan. This event is also being organized to mark India’s 75 years of independence and the 50th anniversary of IIASA. Delivery title is “Research on COVID-19 Impact on MSME In India, Israel, Japan, Spain and UK and Future Directions”

  • Invited speaker at CAFÉ Talk at 7th iDRIM Café on ‘Role of DRR Institutions in the Changing Global Disaster Risk Scenario’ on May 31, 2022,

  • Invited speaker at iDRIM2021 for a special session 11 ‘SMEs and DRR-Lessons from COVID-19 pandemic on a topic “Work Life Balance in MSME sector in India during Covid 1i pandemic”, 22-24 September 2021.

  • “The Influence of Spirituality among Leaders in Building Trust and Promoting Diversity in Organizations”, Chatterji M. & Sharma K, Paper selected for presentation in Princeton University 2020. Accepted for publication.

  • Sharma et al., Smartphone-induced Behaviour: Utilisation, Benefits, Nomophobic Behaviour and Perceived Risks. Journal of Creative Communications. February 2021.

  • Dash, M., & Sharma, K. (2019). Marketing Response Modelling: Impact of Digital Marketing for a Luxury Car Brand. Journal of Creative Communications, 14(3), 254–270.

  • Dash M., Sharma, K. (2019). Competitive Analysis of the Indian Star Hotels using the Analytic Hierarchy Process. Journal of Hospitality Application and Research, 14(1), 1-14, ISSN: 0973-4538, ABDC Journal, (9) (PDF) COMPETITIVE ANALYSIS OF THE INDIAN STAR HOTELS USING THE ANALYTIC HIERARCHY PROCESS (

  • Sharma K., Dash M., Majumder M.G., Sharma M.G. (2019), Hospitality Competitiveness Index for Indian States and Union Territories Using Multi-Criteria TOPSIS Model. In: Rezaei S. (eds) Quantitative Tourism Research in Asia. Perspectives on Asian Tourism. Springer, Singapore, ISBN: 978-981-13-2463-5, 59-73, Hospitality Competitiveness Index for Indian States and Union Territories Using Multi-Criteria TOPSIS Model | SpringerLink

  • Case study, “Service Failure at Axis Bank: a Celebrity Lesson”, ET Cases, Case Centre No: 518-0140-1, October, 2018, Service Failure and Recovery in Service Marketing – Axis Bank Case Study (

  • Management during the Coronavirus pandemic: A cross-cultural research project- Includes researchers from Israel, India, Spain, Macedonia, Hungary and U. K. Lead member of India Team 2020-2021. Analysis of Data in process.

  • Authored book, “Introduction to Tourism Management”, April 2014, McGrawHill Education, ISBN-13: 978-1-25-902680-5

  • Job Satisfaction and Work Stress of Nurses Dealing with COVID-19 Patients- review stage

  • Customer Privacy and Hidden Cameras in Homestay – review stage

  • Lockdown, virtual environment and students’ psyche- Data Analysis stage

Awards and Recognitions

  • Resource person for two days‘ online faculty development program on” Research: From Desk to Publication – Tools and Strategies” organized by ABBS School of Management on June 11th and 12th, 2022.

  • Recipient of Marketing Analytics ‘Gold (Topper)’ Certificate, IIT Kharagpur, NPTEL October 2021
  • Convenerfor 9th & 10th International Conference held in 2019 and 2021 at ABBS School of Management.

  • Keynote speaker at national webinar on“Impact of Covid-19 on Indian Economy and Skill Development Practices”, organized by Faculty of Commerce and Management, JRHU, Chitrakoot July 24, 2020

  • Certificate of Merit for participating in CASE-IN-POINT contest organized by Lucknow Management Association, September 2018.

  • Certificate of Excellence in Reviewing by Journal of Economics, Management and Trade, 2020.

  • Reviewerfor couple of reputed journals indexed in SCOPUS, ABDC, SCIMAGO, IEEE published by SAGE, WILEY, Inderscience etc.