Shivan Patel
  •  shivan.patel@spjimr.org

Shivan Patel

Assistant Professor, Marketing

Shivan Sanjay Patel has completed his doctoral studies at the Indian Institute of Management Rohtak on the topic of B2B social selling. Prior to working at SPJIMR, he was an Assistant Professor at the T.A. Pai Management Institute (TAPMI), Manipal, for about four years. He has published several research works in the field of marketing. His teaching and research interests include digital and social media marketing, channel management, and marketing analytics. His research has been published in journals such as the Journal of Business & Industrial Marketing, the Journal of Brand Management, the Australasian Marketing Journal, and more.

In addition, he has conducted several executive education programmes for both academia and leading companies like the Cotton Corporation of India, ITC Ltd. Apart from this, he has also worked on various consultancy projects with the Government of India as well as the Government of Haryana.

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Education

Indian Institute of Management Rohtak

Ph.D., 2022

Focus: Marketing

LDRP Institute of Technology & Research, Gandhinagar

Bachelor of Engineering

Major: Mechanical

  • Research interests

    Marketing and Technology

    Personal Selling and Sales Management

    Influencer Marketing

  • Selected publications

    Khandeparkar, K., Sharma, P., Patel, S. S., & Shrivastava, R. (2025). Examining drivers and outcome of influencer-based brand community engagement. Journal of Brand Management, 1-15. (ABDC: A). https://link.springer.com/article/10.1057/s41262-025-00385-0.

    Sharma, P., Sharma, A., & Patel, S. S. (2025). Entwined tenets of destination evangelism and commitment in social-media-based travel community. Journal of Vacation Marketing, 13567667241304117. (ABDC: A). https://journals.sagepub.com/doi/10.1177/13567667241304117.

    Sharma, D., Patel, S. S., & Pandey, S. K. (2021). Exploring the influence of channel leadership style on channel commitment in a franchising context. Journal of Business & Industrial Marketing, 36(8), 1415-1434 (ABDC: A). https://www.emerald.com/jbim/article/36/8/1415/448885/Exploring-the-influence-of-channel-leadership.

    Patel, S.S.; Pandey S. K.; Sharma, D. (2021), “Determinants of willingness to pay for traditional bundles: A study from India”, International Journal of Emerging Markets (available online) (ABDC: B). https://www.emerald.com/ijoem/article/18/7/1697/142533/Determinants-of-willingness-to-pay-for-traditional.

    Prince, S. A., Patel, S. S., Borman, T., & Al-Fazari, H. S. (2020). The impact of the microcredit interest rate on capital creation in Bangladesh. Journal for Global Business Advancement, 13(6), 706-731. (Scopus Indexed, ABS – 1). https://www.inderscienceonline.com/doi/abs/10.1504/JGBA.2020.113125.

    Khare, A., Sarkar, S., & Patel, S. S. (2019). Influence of culture, price perception and mall promotions on Indian consumers’ commitment towards malls. International Journal of Retail & Distribution Management, 47(10), 1093-1124. (ABDC: A). https://www.emerald.com/ijrdm/article/47/10/1093/154979/Influence-of-culture-price-perception-and-mall.

    Patel, S. S., Pandey, S. K., & Sharma, D. (2019). Revisiting the relevance debate empirically: Historical roots and modern shoots. Australasian Marketing Journal (AMJ), 27(4), 273-283. (ABDC: A). https://www.sciencedirect.com/science/article/abs/pii/S1441358219300539.

    Link to Google Scholar

  • Case studies

    Patel, S. S. (2023) “Challenges of doing empirical research in rigor-relevance debate in marketing,” SAGE Research Method Business Cases.

  • Conferences

    Patel, S. S. Examining Customers’ Resistance to ‘paid’ Generative AI Services, held on January 2-4, 2025, at the 22nd AIMS International Conference on Management at IIM Kozhikode. (Session chair for the track: Artificial Intelligence in Management).

    Patel, S. S. Your service my customers: Impact of service personnel cannibalization perceptions, held on August 9-12, 2024, at the 34th International Research Symposium on Services Management, WGSHA, Manipal.

    Sharma, D., Pandey, S. K., Patel, S. S., Influence of Internet channel cannibalization on Business confidence and Professionalism: The buffering role of environmental munificence, held on July 2-4, 2019, at the 2019 Academy for Global Business Advancement, IIT Delhi.

    Patel, S. S., Pandey S. K., Sharma D., Yadav, R. S., Marketing research for managers: Revisited, held on July 26-29, 2018, at the 2018 Global Marketing Conference (GMC), Tokyo, Japan.

    Patel, S. S., Pandey, S. K., Sharma, D., Channel Leadership Styles as an Antecedent to Commitment and Relational Capital: The Moderating Role of Multiple Channel Complexity, held on June 14, 2018, at the 40th ISMS Marketing Science Conference, Philadelphia, USA.

    Mishra, M., Patel S. S., Murthy, V. Grounded Theory Methodology in Human Resource Management Literature: A Systematic Review, held on April 7-8, 2018, at IME Doctoral Colloquium, IIT Kanpur, India.

    Patel, S. S., Pandey, S. K., Is research in marketing ‘relevant’ for managers? A Scientific Inquiry, held on February 23-24, 2018, at Ph.D. Consortium, SJMSOM, IIT Bombay, India.

    Patel, S. S., Pandey, S. K., Determinants of willingness to pay for traditional bundles, held on February 23-24, 2018, at Ph.D. Consortium, SJMSOM, IIT Bombay, India.

  • Periodicals

    Patel, S. S. (2022) ‘Data Science: Career of the future,’ Deccan Herald, DH Education.

  • Teaching interest

    Quantitative Models in Marketing

    Advanced Marketing Research

    Marketing Strategy

  • Courses

    Marketing Analytics

    Marketing Research

    Marketing Strategy

  • Work experience

    Academic faculty

    Assistant Professor, T A Pai Management Institute (TAPMI), Manipal. (2022–2025).

    Assistant Professor, Manipal Centre for Business Practice, Bengaluru. (2021–2022).

    Administrative assignments

    The Chartered Institute of Marketing (CIM) Coordinator at TAPMI.

    Chairperson, MBA-Marketing.

  • Consulting

    Team Member, Project titled ‘Evaluation of Central sector scheme national mission on Pilgrimage Rejuvenation, Spiritual & Heritage Augmentation Drive (PRASHAD)’. (December 2020).

    Team Member, Project titled ‘Oxygen Audit of major hospitals in Haryana.’ (February 2021).

    Project Instructor, ‘Go to Marketing strategy for ITC’s Nimyle floor cleaner in South India.’ ITC Ltd. (September 2023–January 2024).

    Project Consultant, ‘Market Entry for online cricket coaching in India for Rising Roos, Australia’, Rising Roos, Australia. (February 2024–August 2024).

    Project Consultant, ‘Personal Selling training for AccuReco GST software services’. AccuReco Pvt. Ltd. (September 2024–July 2025).

  • MDPs/FDPs

    Cotton Corporation of India, March 2022, Titled ‘Competing through Analytics’. (March 2022).

    Manipal Academy of Higher Education, titled ‘Quantitative data analysis using SPSS’. (February 2022).

  • Reviewer experience

    Ad-hoc Reviewer for the European Journal of Marketing (ABDC – A*).

    Ad-hoc Reviewer for Journal of Business and Industrial Marketing (ABDC – A).

    Ad-hoc Reviewer for Journal of Marketing Theory & Practice (ABDC – B).

    Ad-hoc Reviewer for Marketing Intelligence and Planning (ABDC – A).

    Ad-hoc Reviewer for International Journal of Retail & Distribution Management (ABDC – A).

    Ad-hoc Reviewer for Asia Pacific Journal of Marketing and Logistics (ABDC – A).

  • Professional service

    Guest and PR coordinator, 7th Pan IIM World Management Conference, organised by IIM Rohtak at USI, New Delhi. (December 2019).

    Programme coordinator, Ph.D. course and weekend MBA, MCBP, Bengaluru. (January 2022–August 2022).

    Chairperson, MBA – Marketing, T.A. Pai Management Institute. (September 2023–September 2024).

    Co-chairperson, BrandScan, T.A. Pai Management Institute. (September 2023–September 2024).

    Coordinator, Chartered Institute of Marketing (CIM), UK for TAPMI. (November 2023–October 2025).

  • Professional memberships

    The Chartered Institute of Marketing (CIM), UK.

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