Our Faculty

Satyam

Assistant Professor
  • Ph.D. (IIM Lucknow)
  • B.E. (Delhi College of Engineering)

Prof. (Dr.) Satyam is currently an Assistant Professor in the Marketing area at IIM Ranchi. He holds a Bachelor’s degree in Mechanical Engineering from Delhi College of Engineering (now DTU) and a PhD in Marketing from IIM Lucknow. His research interests include marketing in impoverished contexts, primarily bottom of the pyramid (BOP) markets, marketing channels, retailing and rural marketing.Prior to joining IIM Ranchi, he worked for four years as a Marketing Faculty with the Jindal Global Business School at O. P. Jindal Global University, Sonipat. He has industry experience of two years with Bharat Petroleum Corporation Limited (BPCL), a Fortune 500 company. He has given training in many organizations, including Indian Oil Corporation Limited, Coal India Limited, etc.He has authored several journal articles and book chapters in international publications. He has also presented his research at several national and international conferences.

Teaching Areas

  • Marketing Management, Marketing Research

Experience

  • Faculty (Marketing), O.P. Jindal Global University, Sonipat, Haryana (July 2017 to June 2021)
  • Executive (Retail), Bharat Petroleum Corporation Limited (June 2010 to June 2012)

Training & Consulting Areas

  • Marketing Strategy
  • Sales and Distribution Management

Research Area

  • Subsistence Marketplaces
  • BOP Markets
  • Marketing Channels
  • Small Retailers

Current Research Interests

  • Marketing Strategy
  • Sales and Distribution Management

Professional Affiliation

  • Macromarketing Society

Publications

Journal Publications:
  • Satyam, Aithal, R.K., & Maurya, H. (2017), “Exploring channel conflict in an emerging economy: The small retailer’s perspective,” International Journal of Retail & Distribution Management. 45(10), 1061-1078.
    • Book Chapters:
  • Satyam, & Aithal, R.K. (2018), “Reflections from a periodic market in rural India: Issues, challenges, and recommendations” In Bottom of the Pyramid Marketing: Making, Shaping and Developing BOP Markets, Emerald Publishing
  • Aithal, R.K., Satyam, & Maurya, H. (2018), “Distribution challenges in emerging markets: Evaluating alternate distribution strategies for FMCG firms in rural India,” In Strategic Marketing Issues in Emerging Markets, Springer Publishing
    • Paper Presentations at National/International Conferences:
  • Preksha Tekriwal & Satyam (2020), “Demystifying the Impact of COVID-19 on Influencer Marketing: The case of #Instafamous,” paper presented at paper presented at the 14th NASMEI International Marketing Conference, Great Lakes Institute of Management, Chennai, India, December 2020.
  • Satyam, & Aithal, R.K. (2018), “Teaching about subsistence marketplaces: A market-immersion exercise for MBA students,” paper presented at the 7th Subsistence Marketplaces Conference, Champaign, USA, June 2018.
  • Satyam (2017), “Understanding consumer resistance to financial service innovations at the base of the pyramid: Evidence from India,” paper presented at the CSM Conference on Service Innovation in Emerging Markets, Loughborough University, Leicestershire, UK, January 2017.
  • Satyam (2016), “Saidpur bazaar: challenges and way forward,” case presented at North American Case Research Association start-up case workshop, Las Vegas, USA, October 2016.
  • Satyam, & Aithal, R.K. (2015), “Understanding Rural Haats in Subsistence Economies: Case Studies from Northern India,” paper presented at the China India Insights Conference, New York City, USA, September 2015.
  • Satyam, & Aithal, R.K., (2015), “Subsistence Entrepreneurship Process: Evidence from Villages in North India,” 40th Annual Macromarketing Conference, Chicago, USA, June 2015
  • Satyam, & Saji K.B., (2013), “Disruptive Innovations and Firm-level Preparedness in Technology Product Markets: An exploratory study,” International Conference on Sustainable Innovation and Successful Product Development for a Turbulent Global Market, IIT Madras, Chennai, India, December 2013.
    • Other Publications:
  • Satyam, & Aithal, R.K. (2017), “Marketing to Rural India: Challenges and Opportunities,” IMI Konnect, 6 (1), 1-4.
  • Satyam, (2015), “Book Review: New Strategies for Social Innovation: Market-Based Approaches for Assisting the Poor,” Journal of Macromarketing, 35 (3), 407-408.

Awards

  • Paul R. Lawrence Fellowship by Case Research Foundation in association with NACRA (October 2016)