Organisational Learning
Imprinting Effects
Behavioral Theory of the Firm
Hybrid Organisations
Organisation Design
Retailing in Emerging Markets
Legacy and Heritage Business
Institutions, Business, and Society
- kiran.mahasuar@spjimr.org
Kiran J. Mahasuar
Assistant Professor, StrategyProf. Kiran J. Mahasuar is a management practitioner-turned-academic. He worked in customer development and marketing roles at leading FMCG firms before moving to academia. He holds a PhD in Strategic Management from IIM Kozhikode. His research takes problems that managers actually confront and examines them through a theoretical lens: how firms learn from failure and improvise their way through constraint, how multinationals make strategic choices in emerging markets, how routes to market are reconfigured as retail structures shift, how knowledge is managed in organisations that answer to competing institutional logics, and how legacy businesses confront the challenges of digital transformation. His work has been published in leading international peer-reviewed journals and presented at leading international conferences. He is Editor-in-Chief of Management Practice Insights (MPI), SPJIMR’s practitioner-centric open-access journal.
Prof. Mahasuar also writes regularly for leading newspapers and magazines such as The Hindu, Deccan Herald, DNA, Mint, Forbes India, Business Today, BW Businessworld, and Outlook Business, and is quoted for expert insights in the Financial Times, The Economic Times, The Ken and Mint. His work has been recognised by the Academy of International Business, which shortlisted him for the Alan M. Rugman Young Scholar Award and selected him for its Emerging Scholars from Emerging Markets Programme, and by the Academy of Management, which awarded him Best Reviewer in the International Management Division.
Education
Indian Institute of Management Kozhikode
Ph.D. 2025
Specialisation: Strategic Management
Xavier Institute of Management, Bhubaneswar
PG Diploma in Management (equivalent to MBA)
-
Research interests
-
Selected publications
Jayakumar, T., Mahasuar, R., Dhinda, K., & Sawlani, N. (2026). Asian Paints under siege: a Birla Opus disruption? Emerald Emerging Markets Case Studies. https://doi.org/10.1108/EEMCS-11-2025-0758
Kallmuenzer, A., & Mahasuar, K. (2026). Old roots, new faces: virtual influencers in legacy restaurants. International Journal of Contemporary Hospitality Management, Vol. 38(7). 2202-2223. Emerald Publishing, https://doi.org/10.1108/IJCHM-06-2025-0893. [ABDC-A, ABS-3]
Mahasuar, K. (2026). Learning through problemistic search and bricolage: Evidence from entrepreneurial ventures. Knowledge and Process Management, Vol. 33, 114-1131. John Wiley & Sons. https://onlinelibrary.wiley.com/doi/10.1002/kpm.70075 [ABDC-B, ABS-1]
Mahasuar, K. (2026). From shadows to parasites: Rethinking global education markets through the case of the coaching industry in India. Globalisation, Societies and Education. Advance online publication. https://doi.org/10.1080/14767724.2025.2608678 [Scopus Q1]
Mahasuar, K. (2025). Clause versus cause: Indian courts depart from Wayne Tank in interpreting insurance exclusions. Insurance Law Journal, 34(1), 35-39. https://search.informit.org/doi/10.3316/informit.T2025122200005291997057046 [ABDC-A]
Mahasuar, K., & Quach, S. (2025). Segmented routes to market: A simulation-based analysis of salesforce configuration in emerging retail environments. Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2025.2605284 [ABDC-A, ABS-2]
Mahasuar, K. (2025). Managing Competing Institutional Logics in Public-Private Hybrids: A Negotiated Order Perspective. In Academy of Management Proceedings (Vol. 2025, No. 1, p. 21629). Valhalla, NY 10595: Academy of Management. https://doi.org/10.5465/AMPROC.2025.21629abstract
Mahasuar, K. (2023). COVID-19 and its impact on Indian Construction Industry: An Event Study Approach. Construction Management and Economics, Vol. 41(5), 428-444. https://doi.org/10.1080/01446193.2022.2164789 [ABDC-A, ABS-2]
Mahasuar, K. (2023). Strategic choices of an MNE in an emerging market: the case of Perfetti Van Melle. Journal of Strategic Marketing, Vol. 31(5), 1012-1028. https://doi.org/10.1080/0965254X.2022.2030391 [ABDC-A, ABS-2]
Mahasuar, K. (2023). Knowledge Management Practices in Non-Profit Organizations: An Institutional Logics Approach. Knowledge and Process Management, Vol. 30(3), 267-277. https://doi.org/10.1002/kpm.1739 [ABDC-B, ABS-1]
Mahasuar, K. (2022). Lies, damned lies, and statistics: The uncertainty over COVID-19 numbers in India. Knowledge and Process Management, Vol. 29(4), pp. 410-417. https://doi.org/10.1002/kpm.1685 [ABDC-B, ABS-1]
Mahasuar, K. (2019). Brand Horlicks in India: an epitome or an epitaph? Strategic Direction. Vol. 35(7), 9-11. https://doi.org/10.1108/SD-08-2018-0170.
Mahasuar, K. (2019). Strategic innovations in distribution channels–an emerging market perspective and case studies from consumer-packaged-goods (CPG) industry of India. Strategic Direction. Vol. 35(1), 13-16. https://doi.org/10.1108/SD-07-2018-0158.
Mahasuar, K. (2018). Demystifying Last Mile Distribution in Fast Moving Consumer Goods Industry- A Contemporary Perspective. The Management Accountant. Vol. 53(5), 76-79. https://icmai-rnj.in/index.php/maj/article/view/126020.
Mahasuar, K. (2018). Mevicol’s Gambit – Outsmarting the Competition (Case No. 318-0331-1). The Case Centre. https://www.thecasecentre.org/products/view?id=158523.
Mahasuar, K., & Subramanian, P. (2018). Suresh’s Dilemma – Managing the Team (Case No. 518-0055-8). The Case Centre. https://www.thecasecentre.org/products/view?id=153000.
-
Case studies
Jayakumar, T., Mahasuar, R., Dhinda, K., & Sawlani, N. (2026). Asian Paints under siege: a Birla Opus disruption? Emerald Emerging Markets Case Studies. https://doi.org/10.1108/EEMCS-11-2025-0758 [Scopus Q4]
Mahasuar, K. (2018). Mevicol’s Gambit – Outsmarting the Competition (Case No. 318-0331-1). The Case Centre. https://www.thecasecentre.org/products/view?id=158523
Mahasuar, K., & Subramanian, P. (2018). Suresh’s Dilemma – Managing the Team (Case No. 518-0055-8). The Case Centre. https://www.thecasecentre.org/products/view?id=153000
-
Conferences
Mahasuar, K. (2025). “Managing Competing Institutional Logics in Public-Private Hybrids: A Negotiated Order Perspective”, 85th Academy of Management Annual Meeting, 27-29 July, Copenhagen, Denmark (accepted for presentation)
Mahasuar, K., Rameshan, P., and Upadhyayula, R. (2023). “Medical Tourism: A Transaction Cost Economics Perspective”.
- Academy of International Business (AIB) Annual Meeting 2023, July 6-9. Warsaw, Poland
- Indian Academy of Management (INDAM) Conference, January 6-8, Mumbai, India
Mahasuar, K. and Bhanja, N. (2023), “Strategic Choices of a Latecomer MNE in an Emerging Market”.
- Academy of International Business (AIB) Annual Meeting 2023, July 6-9, Warsaw, Poland
- WISE Scholarship in Oceania Conference (co-hosted by the Strategic Management division of the Academy of Management and Macquarie Business School), March 23-24, Sydney, Australia
Mahasuar, K. (2022). “COVID-19 and its impact on Indian Construction Industry”. IIM Indore-GIZ Germany Online Conference, April 16-17, Indore, India
Mahasuar, K. (2021). “The Interplay of Competing Institutional Logics and Collaborative Value Creation: Evidence from a successful public-private partnership project”. 7th International Communication Management Conference, January 7-9, Ahmedabad, India
-
Popular press
Bhanja, N., & Mahasuar, K. (2026). India’s new workforce and the architecture of belonging. DNA.
Mahasuar, K. J. (2026). The difficult inheritance at Bombay House. Deccan Herald.
Mahasuar, K. J. (2026). Profitable growth in a price war: Why margin discipline matters more than market share in the paints sector. Business Today.
Mahasuar, K. J., & Manzoor, R. (2026). Green transition faces hidden supply choke points. Policy Circle.
Mahasuar, K. (2026). FMCG giants lose distribution edge as ONDC, quick commerce reshape market. Forbes India.
Mahasuar, K. (2026). Why India’s established elite is afraid of taking risks. The Hindu.
Dandotiya, G., & Mahasuar, K. (2026). AI readiness in Indian business schools beyond the signalling. Forbes India.
Mahasuar, K. J. (2026). What Semaglutide’s expiry means for India’s pharma strategy. BW Marketing.
Mahasuar, K. (2026). Why India’s pet care boom needs a hybrid go-to-market strategy. BW Marketing World.
Mahasuar, K. J. (2026). Building India’s knowledge economy: The budget’s higher education test. BW Businessworld.
Mahasuar, K. J. (2025). The real reason Netflix is keen to buy Warner Bros. Outlook Business.
Mahasuar, K. J. (2025). IndiGo’s Turbulence: Strategic Ambiguity Strains Organisation. BW Business World.
Mahasuar, K. (2025). Microdramas – The land of first movers or fast followers? BW Marketing.
Mahasuar, K. (2025). How Gen Z is rewriting the rules of brand loyalty. Forbes India.
Mahasuar, K. J. (2025). The human side of strategy: Why consultants still matter in the age of AI. BW Marketing.
Mahasuar, K. (2025). How India’s paints industry went from oligopoly to open battle. Outlook Business.
Mahasuar, K. J. (2025). From shopkeeper-in-law to algorithmic neutrality: The quiet power of quick commerce. BW Marketing.
Mahasuar, K. (2025). Does Bollywood have a strategy? BW Marketing.
Mahasuar, K. (2025). Diderot’s Curse and the BNPL Trap: Why India’s middle class may be walking into a debt crisis. Mint.
Mahasuar, K. (2025). When Acquisitions Seduce: Why FMCG Firms Must Look Beyond the Shopping Spree. Outlook Business.
Mahasuar, K. (2025). Beyond Jobs: The True Role Of Business Schools. BW Education.
Mahasuar, K. (2025). India’s Test Prep Industry: A Meritocracy Of Inequity. BW Education.
Mahasuar, K. (2025). From Fat Profits To Fit Futures: How India’s FMCG Giants Must Rethink Strategy. BW Marketing World.
Mahasuar, K. (2025). Maruti is late to the EV party, and it’s Toyota’s plus-one. Real Reinvention demands more. The Print.
Mahasuar, K. (2025). Can India’s IT Sector Survive the AI Reset? Outlook Business.
Mahasuar, K. (2025). Inside The Modern MBA: Inclusion, Debate, Teamwork At The Core. BW Education.
Mahasuar, K. (2025). Indian pharma can’t survive on prescriptions alone. It must now build brands. Business Today.
Mahasuar, K. (2025). Campa Cola Needs More Than Nostalgia—Differentiation, Not Discounts, Will Keep it Afloat. Outlook Business.
Mahasuar, K. (2025). Mounjaro will shrink India’s appetite for packaged food, gyms, and weight loss supplements. The Print.
Mahasuar, K. (2017). Decoding Neural Patterns. Indian Management.
Mahasuar, K. (2017). Making Every Opinion Count. The Smart Manager.
-
Working papers
AI and Organisation Design
AI and WISE Consumer Choices
Delegating Decision Rights to Machines & Biased Performance Measurement
Blockchain in SME
Entrepreneurial Loneliness in Service Industry
Imprinting Effect and NPD
Competitive Advantage in the Service Industry
Organisational Learning and New Product Development
Public-Private Hybrids and Negotiated Order
Strategic Choices in a Family-owned MNE
-
Featured in
ONDC’s first act stalled. Its second comes with Rs 220 crore and a new script. The Ken. June 2026.
Soft drink’s Jio moment? RIL’s Campa tests Coke-Pepsi duopoly of 30 years. The Economic Times. February 2026.
Legacy ayurveda brands take the new age wellness route to stay relevant. Mint. January 2026.
Mukesh Ambani takes on Coca-Cola and Pepsi for India fizzy drink supremacy. Financial Times. January 2026.
Weight-loss drugs are reshaping the snack shelf—one bite at a time. Mint. September 2025.
Healthify shifts gears to incorporate weight-loss drugs, cash in on anti-obesity boom? Mint. May 2025.
Demand for weight loss drugs is growing. Can wellness companies keep up? Mint. April 2025.
-
Courses
Strategic Management
International Business
Competitive Strategy
Mirrors & Marketplace
Scan the Environment
Learning from Strategic Failures (Elective)
Corporate Governance in Emerging Markets (Elective)
-
Awards and honours
Outstanding Reviewer Award for the Strategic Management Track in the 11th INDAM Conference (2026)
Emerging Scholars from Emerging Markets Program awardee of Emerging Markets SIG of the Academy of International Business (2023-24)
Alan M. Rugman Young Scholar Award nominee instituted by the Academy of International Business (2023)
Best Reviewer Award for International Management (IM) Division in the 83rd Academy of Management Annual Meeting (2023)
Certificate of Recognition from Wiley for Top Downloaded Article (2021)
Bronze Award for the best summer project by the Rural Marketing Association of India (2009)
National Merit Scholarship recipient from the Government of India (2004-06)
Merit Certificate for Securing 10th Rank in Odisha State in the commerce stream in the annual higher secondary examinations conducted by CHSE, Odisha (2004)
-
Teaching interests
Strategic Management, International Business, Business Simulation, Competitive Strategies
-
Work experience
Academic faculty
Assistant Professor at IMT Ghaziabad (Aug 2024 – July 2025).
Faculty at ISB&M, Pune (Nov 2017 – June 2019).
Administrative assignments
Co-Chairperson of Strategy, Innovation & Entrepreneurship Area at IMT Ghaziabad (Feb 2025 – July 2025)
Professional positions
Adjunct /Visiting Faculty with AICTE-approved management institutes (2018-2019)
Customer Development/Marketing, Brand Management roles with Pidilite, Perfetti Van Melle, Dabur, and Mudra (2012-2018)
Management Trainee with ITC Limited (2010-2012)
-
MDPs/FDPs
Ultratech Cements: Young Leadership Development Programme (YLDP) [Sep 2026]
-
Reviewer experience
Journals: Reviewer for
- Journal of International Management
- International Journal of Contemporary Hospitality Management
- Construction Management and Economics
- Journal of Service Theory and Practice
- Knowledge Management Research & Practice
- Cogent Business & Management
- IIM Kozhikode Society & Management Review
- International Journal of Knowledge and Learning
- International Journal of Technology Marketing
- Poverty & Public Policy
Conferences: Reviewer for Academy of Management Annual Conference (2023, 2024, 2025), Academy of International Business Annual Conference (2023, 2024), ANZIBA Conference (2026), INDAM Conference (2023,2026), India Strategy Conference (2023)
-
Editorial positions
Editor-in-Chief, Management Practice Insights
-
Professional memberships
Member of the Academy of Management (AoM)
Member of the Academy of International Business (AIB)
Member of the Association for Information Systems (AIS)