Professor Ruppal W Sharma
  •  ruppal.sharma@spjimr.org

Ruppal Walia Sharma

Professor, Marketing

Chairperson, Post Graduate Programme in General Management
Head, Delhi Centre

Ruppal Walia Sharma holds a Ph.D. from Birla Institute of Technology & Science, Pilani, with doctoral research focus on Brand Management. She has completed a Master’s in International Business Management from the Indian Institute of Foreign Trade, New Delhi, and graduated in Economics from Lady Shri Ram College, Delhi University.

She has worked in Brand Management profiles across diverse industries in the consumer goods space for over eight years prior to joining academics. In her academic career spanning over two decades, she has taught at leading business schools in India. Her areas of interest include Marketing Strategy, Brand Management, Consumer Behaviour and Design Thinking. She has designed and delivered several customized management development programmes for mid to senior-level executives across diverse industries. In addition, she has also provided consultancy to start-ups on their marketing and branding strategies.

Her research work is anchored largely in the area of Consumer Behavior and Brand Management and has been published in reputed international journals. She has presented her intellectual contributions at select conferences and has many case publications to her credit. She also reviews research papers for highly-ranked international journals. She has received awards for teaching and publication, including Best Faculty Recognition at IIFT. Her case studies were selected among the Top 10 at ISB Ivey Global Case Study Competition for two consecutive years.

She has handled diverse academic and administrative assignments in the past and is currently Chairperson for the Post Graduate Programme in General Management for working executives and the Head of the Delhi Centre at SPJIMR.

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EDUCATION

Birla Institute of Technology & Science, Pilani

Ph.D., 2013

Focus: Brand Management

India Institute of Foreign Trade, New Delhi

MBA, 1995

Major: International Business

Lady Shri Ram College, New Delhi

BA (Hons), 1993

Major: Economics

  • RESEARCH INTERESTS

    Consumer Behavior

    Brand Management

  • SELECTED PUBLICATIONS

    Jain, S., Banerjee, R., & Sharma, R. W. (2023). Meaning-oriented consumption: A systematic review and research agenda. International Journal of Consumer Studies, 1– 30. https://doi.org/10.1111/ijcs.12927

    Sharma, R. W., Kamath, R. (2022). MTR Foods – Redesigning Brand Identity and Brand Architecture. Asian Journal of Management Cases,1-13.

    Sharma, R. W. (2022). IndiGo Airlines Brand Crisis: Assault on Passenger Goes Viral. Asian Journal of Management Cases, 19(1) 54–63, published online 2020

    Mishra, M.S and Sharma, R. W. (2019). Brand Crisis-Sentiment Analysis of User-Generated Comments About @ Maggi on Facebook. Corporate Reputation Review, 22(2), 48–60

    Sharma, R. W., Srivastava, D. (2017). Measuring Customer’s Response to a Word-of-Mouth Message on the Social Media: Development of a Multi-Item Journal of Creative Communications, 12(3), 185-204

    Srivastava, Deepti and Sharma Ruppal W.(2017). Developing a Model for Studying the Antecedents and Effects of Word of Mouth (WoM) and e-WoM Marketing. Jindal Journal of Business Research, 6(1), 1-19

    Iyer R, Eastman, J.K and Sharma, R.W. (2017). The Impact of Cognitive Age on Materialism, Status Consumption and Loyalty Proneness on the Indian Elderly. Marketing Management Journal, 27(1), 48-62

    Sharma, R. W. (2015). Communicating across age-groups: variance in consumer attitudes from tweenagers to adults. Young Consumers, 16(3), 348 – 362

    Sharma, R. W., Dasgupta, P. (2011). Impact of Model Imagery and Product Information on Brand Attitude and Purchase Intention across Age Groups. Journal of Marketing Trends, 1, 71-77

    Sharma, R. W., Dasgupta, P. (2009). Marketing to Children: a planning framework. Young Consumers, 10(3), 180-187

    Link to Google Scholar

  • CASE STUDIES

    Mishra, M.S and Sharma, R.W (2018), Greenco Enterprises India Pvt. Ltd.: Market Strategy for Frozen Snacks, Ivey Publishing, Case Study and Teaching Note ref no.- 9B18A063 and 8B18A063  (selected in the top 10 case studies in the ISB-Ivey Global Case Study Competition 2017)

    Sharma, Ruppal Walia (2017), “Rays Culinary Delights: Building a Startup Brand”, Ivey Publishing, Case Study and Teaching Note ref no.-9B17A002 and 8B17A002 (selected in top 10 case studies in the ISB-Ivey Global Case Study Competition 2016)

    Sharma, Ruppal Walia (2009), “Rekindling Brand Growth: 3 Brand Stories” ECCH, case ref no. 509-080-1 and Teaching Note”, ECCH, Case Ref No 509-080-8.

  • CONFERENCES

    Sharma, R. W. NACRA 2022 Annual Conference. B2B Branding: Strengthening the Legrand Advantage. (October 8, 2022)

    Jain S, Banerjee, R and Sharma, R. W. (2021). ” What hurts more-I don’t perform or I don’t behave: Competence and Integrity Violations and Role of Integrity-Perceptions about Human Brands”, FORE International Marketing Conference 2021, 26-27th November. , New Delhi

    Mishra, M. S and Sharma, R.W., “Brand Crisis – Sentiment Analysis of User Generated Comments about @Maggi on Facebook,” IIT Delhi. (April 16, 2016).

    Sharma, R. W and Srivastava D., Conference on Brand Management, “Developing Multi-Item Scales for Measuring E-WoM Effectiveness,” IIT Delhi. (April 16, 2016).

    Iyer R., Eastman, J. and Sharma, R.W, “Exploring the Indian Senior Market: Understanding the Impact of Self Confidence and Social Involvement,” 2015 AMA Summer Marketing Educators’ Conference: Improving Business Practice Through Marketing Insight, Chicago. (August 14, 2015)

    Sharma, R. W., “A study of variance in Attitude towards Ad across tweenagers to adults,” 4th IIMA Conference on Marketing in Emerging Economies, Ahmedabad. (January 7, 2011)

    Sharma, R. W., Dasgupta, P., “Impact of communication cues on Brand Attitude and Association with Brand across Age groups: an experimental analysis,” 9th International Marketing Trends Conference 2010, Paris-Venice Marketing Trends Association, Venice (January 2010)

    Udgata, J, Sharma, R.W and Dasgupta, P., “Country of Origin Branding Approach: The story of the Indian Tiger Prawn,” Eleventh International Business Horizon Conference- INBUSH 2009, Noida. (February 25, 2009)

    Udgata, J, Sharma, R.W and Dasgupta, P., “Enhancing Indian Tiger Prawn Exports: A branding approach,” Conference on Empirical Issues in International Trade and Finance, Indian Institute of Foreign Trade, Kolkata. (December 23, 2008)

  • BOOKS/BOOK CHAPTER

    Sharma, R. W. (2022). Chapter: Managing brands over time and geographies. IGNOU. E-Learning Material

    Sharma, R. W. (2022). Chapter: Enhancing Brand Equity. IGNOU. E-Learning Material

    Sharma, R. W. (2022). Chapter: Measuring Brand Equity. IGNOU. E-Learning Material

  • PERIODICALS

    Sharma, R. W. (2023). Going circular- Scripting a new reduce, reuse and recycle story. Outlook Planet.

    Sharma, R. W. (2020). Is your brand a ‘Friend in Need’ in the pandemic pandemonium? ET Brand Equity.

    Sharma, R. W. (2019). Marketing mantras in the Eco-System era. Forbes India.

    Sharma, R. W. (2019). Thomas Cook India’s guilt-by-association moment. Live Mint.

    Sharma, R. W. (2018). Gatecrashing the Marketplace. The Economic Times.

    Sharma, R. W. (2018). The mirage of consumer anger and brand punishment. Fortune India.

  • COURSES

    Strategic Marketing

    Strategic Brand Management

    Marketing Management

    Design Thinking

  • AWARDS & HONOURS

    Scholarship/Research

    Case study selected in top 10 cases of the ISB Ivey Global Case Study Competition 2017, ISB- Ivey. (August 24, 2017).

    Case study selected in top 10 cases of the ISB Ivey Global Case Study Competition 2016, ISB Ivey. (August 20, 2016).

    Teaching

    Best Faculty Award (top 3), IIFT. (May 2, 2014).

  • WORK EXPERIENCE

    S. P. Jain Institute of Management & Research, Mumbai (Nov 2017 – Present)

    Professor – Marketing and Design Thinking

    Administrative Assignments

    Chairperson, PGPGM, SPJIMR (June 1, 2021 – Present)

    Head, Delhi Centre, SPJIMR (November 2, 2017 – Present)

    Lead, Faculty Development, SPJIMR ((October 1, 2020 – June 2022)

    Head, Institute Advisory Board (January 2019 to March 2021)

    India Institute of Foreign Trade, New Delhi (Dec 2007 – Oct 2017)

    Associate Professor – Marketing

    Programme Director, Executive Post Graduate Diploma in International Business (2009-2017)

    Marketing Discipline Group Co-ordinator (2014-2017)

    Chairperson Admission Committee (2013-14)

    S. P. Jain Institute of Management & Research, Mumbai (Dec 2003 – Dec 2007)

    Assistant Professor, Marketing

    Head, Marketing Area (2003-2007)

    Avon Beauty Products Ltd. (2000 – 2002)

    Category Manager-Skincare and Personal Care

    Caltex Lubricants India Ltd. (1997 – 2000)

    Assistant Manager-Brand

    United Breweries (UB Global). (1995 – 1997)

    Executive Exports

  • CONSULTING

    For Profit Organisation, Legrand India, Mumbai. (January-July 2018)

    For Profit Organisation, Greenco Enterprises, New Delhi. (October 1, 2016 – February 1, 2017).

  • MDPS/FDPS

    Management/Executive Development for GSK, SPJIMR (Sep 2020- Jan 2021)

    Management/Executive Development for Pidilite, SPJIMR (2022, 2021, 2018)

    Management/Executive Development for Dr. Reddy’s Laboratories, SPJIMR (2021, 2022)

    Management/Executive Development for Kellogg’s, SPJIMR (Aug 2020)

    Management/Executive Development for Abbott, SPJIMR (Oct 2020)

    Management/Executive Development for DCM Shriram, SPJIMR, Delhi (November 2019), (October 2019) and (August 2019)

    Management/Executive Development for AstraZeneca, SPJIMR, Delhi (September 2019)

    Management/Executive Development for Mobileum Technologies, Bangalore (August 2019), (July 2019) and (April 2019)

    Faculty Development Programme for Shivaji University, Kolhapur (Feb 2019)

    Faculty Development Programme for BULMIM, Delhi (Jan 24, 2019)

    Management/Executive Development for Xerox India, SPJIMR, Delhi (December 2018)

    Faculty Development Programme(Open), SPJIMR, Delhi, (September 2018)

    Management/Executive Development for Philips Lighting India Ltd., SPJIMR, Delhi (April 2018 – July 2018).

    Management/Executive Development for MSD Pharmaceuticals Pvt. Ltd., SPJIMR, Mumbai, (June 2018 ) and (June 2020)

    Management/Executive Development for Maruti Suzuki at IIFT Delhi. (November 2016)

    Management/Executive Development, Open Programme, at IIFT Delhi (December 2015 – March 2016)

    Management/Executive Development for ITI colleges, at IIFT Delhi (2015)

    Management/Executive Development for Maruti Suzuki, at IIFT Delhi (2015)

    Management/Executive Development for Higher Institute for International Relations (ISRI)

    Management/Executive Development for Powergrid Corporation of India (December 2013)

    Mozambique (March 2015)

    Management/Executive Management/Executive Development, for IFS Probationers, For Ministry of External Affairs, at IIFT Delhi (2014,2013,2012,2011 and 2010)

    Management/Executive Development for Education New Zealand, at IIFT Delhi (April 2014)

    Management/Executive Development for Castrol India, Mumbai (Oct 2010)

    Management/Executive Development for Council for Leather Exporters, Kanpur (2009)

    Management/Executive Development for Pfizer, at SPJIMR Mumbai (Dec 2006)

    Management/Executive Development for German Remedies, at SPJIMR Mumbai (Mar 2005)

    Management/Executive Development for GSK, at SPJIMR Mumbai (2004)

    Management/Executive Development Open Programme, at SPJIMR Mumbai (2002, 2005)

    Management/Executive Development for ACC, at SPJIMR Mumbai (Oct 2005)

    Management/Executive Development for Indian Oil Corporation Ltd., at Gurgaon (May 2004)

    Management/Executive Development for Mahindra and Mahindra FES, at SPJIMR Mumbai (Mar 2004)

  • PRESS & MEDIA

    Sharma, R. W. (May 1, 2020). Is your brand a ‘Friend in Need’ in the pandemic pandemonium?. ET Brand Equity. https://brandequity.economictimes.indiatimes.com/news/business-of-brands/is- your-brand-a-friend-in-need-in-the-pandemic-pandemonium/75484828

    Sharma, R. W. (Dec 29, 2018). Gatecrashing the Marketplace. The Economic Times. https://m.economictimes.com/news/economy/policy/view-is-the-e-commerce-policy-really- new/articleshow/67293583.cms

    Sharma, R. W. (Jan 2, 2018). How Perceptions of fairness affect prices. MINT.

    Sharma, R. W. (Oct 9, 2019). Marketing mantras in the Eco-System era. Forbes India. https://www.forbesindia.com/article/spjimr/marketing-mantras-in-the-ecosystem-era/55627/1

    Sharma, R. W. (Sep 24, 2019). Opinion | Thomas Cook India’s guilt-by-association moment. Live Mint.

    Sharma, R. W. (Sep 15, 2018). The mirage of consumer anger and brand punishment. Fortune India. https://www.fortuneindia.com/opinion/the-mirage-of-consumer-anger-and-brand-punishment- 2/102442

  • REVIEWER EXPERIENCE

    International Journal of Consumer Studies

    Asia Pacific Journal of Marketing and Logistics

    Asian Journal of Management Cases

    Journal of Retailing and Consumer Studies

    Asian Academy of Management Journal

    Journal of Creative Communications

    International Journal of Emerging markets

    Emerald Emerging Markets Case Studies

  • TEACHING INTEREST

    Brand Management

    Strategic Marketing

    Design Thinking

  • PROFESSIONAL MEMBERSHIPS

    Member Academic Advisory Council, Bharatiya Vidya Bhavan’s Usha and Lakshmi Mittal School of Management. (January 2019 – Present).

  • CONTRACTS, GRANTS & SPONSORED RESEARCH

    Consulting assignment on remodelling brand architecture for a multinational company in the electrical industry (2018)

    Government, Handloom Export Promotion Council, Chennai, New Delhi – Strategy for enhancing India’s Handloom Exports (April 2017 – October 2017)

    Government, Ministry of Commerce (Centre for WTO Studies), New Delhi – Branding and Marketing of Indian GI products (May 2015 – October 2015)

    Government, Ministry of Commerce-FDDI, New Delhi – Prospective Expansion Plan (January 2015 – March 2015)

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