Veenu Sharma

Designation: Associate Professor

Email: [email protected]

Phone Number: +91-120-6843000-10

Extension: 408



Dr. Sharma is an Assistant Professor of Retail and Marketing at BIRLA Institute of Management Technology, Greater Noida. Before stepping into the academic industry, she spent five years as a Business Development Manager and promoted business at a higher level for MPH Career Makers during her 17-year career. Her primary area of research includes understanding the retail environment along with consumer behaviour. She has been invited by various organizations for a special talk and guest lectures w.r.t the retail domain. She has authored case studies and research papers that were published in reputed journals like Emerald, Inderscience, and The Case Centre. She is also on the editorial board of the South Asian Journal of Business and Management Cases and a regular reviewer of reputed international journals.

  • She has been invited by EMLV – Leonard de Vinci Business School, FRANCE, to teach at the “De Vinci International Week 2021.”, she developed 12 hrs course for delivery on ‘Consumer Delight’.
  • She conducted a Management Development Program with Industry and covered Guest sessions on Grocery Retail with Coca-Cola, India 2021.
  • She has been invited as a keynote speaker at the Entrepreneurship International Conference by DHUNICORN, 2022.
  • She has conducted a session on “Introduction to Retail Management” organized by the SEMS Welfare Foundation (SWF) for International students, in 2021.
  • Apart from her contribution to society through teaching and research, she writes regularly on recent trends in the retail domain at a platform like Business World, Franchise India and Indianretailer.com.

  • Grant of 901.914,00 € for 10 partners from India, Austria, SriLanka, Italy, Nepal and Spain for Project CESTour on Capacity Building in the field of Higher Education on Sustainability Tourism, a European Union-funded project, 2021-2024; Project leads – Rahul Singh and Veenu Sharma.

  • Fellowship Program in Management (FPM), Birla Institute of Management Technology, A Framework for Assessment of Purchase Behaviour of Branded Commodity Food Products, 2016
  • M.Phil., Chaudhary Devi Lal University, Sirsa,2009
  • M.B.A(specialization: Marketing & Insurance), Institute of Management Studies and Research, M.D. University, Rohtak, 2004

  • Marketing Management
  • Retail marketing
  • Customer Relationship Management
  • Consumer Behaviour
  • Retail concepts and Environment

  • Buying and Merchandise Management
  • Retail Store Operations
  • Retail Simulation

  • Assistant Professor, Retail, Birla Institute of Management Technology, Greater Noida, India, July 2016 – onwards.
  • Research Associate, Retail, Birla Institute of Management Technology, Greater Noida, India, April 2012 – June 2016.
  • Assistant Professor, Marketing and Insurnce, Ishan Institute of Management, Greater Noida, July 2010 – January 2012.
  • Business Development Manager, M.P.H Career Makers, New Delhi October 2005 – July 2010
  • Public Relation Executive, FIIT-JEE, March 2004 – August 2004

  • Program Coordinator, PGDM (Retail Management Program), Birla Institute of Management Technology, July 2016 – Present.
  • Conference Secretariat, International Conference on Management Cases, Birla Institute of Management Technology, 2013 onwards.

  • BIMTECH-STOUGH Young Scholar Award for paper titled “Measuring the effect of brand equity on the consumers’ purchase intention” at International Conference on Management Cases, BIMTECH, 2014.
  • Best Case Award from The Case Centre UK for paper titled “Kwality Glass: Store Atmospherics”, 2017.
  • G D Sardana Young Scholar Award for paper titled “Correlating Millennial Focused Customer Loyalty Programs with Experiential Retail” at International Conference on Management Cases, BIMTECH, 2018
  • SAGE Best Case Award 2019 for paper titled “Provoking the Religious Harmony through Advertisement: A Critical Discourse Study”.

  • Habib, M. D., Alghamdi, A., Sharma, V., Mehrotra, A., & Badghish, S. (2024). Diet or lifestyle: Consumer purchase behaviour of vegan retailing. A qualitative assessment. Journal of Retailing and Consumer Services, 76, 103584.SCOPUS, A- Category
  • Sharma, P., Srivastava, A., Sharma, V., Singh, N., & Nijjer, S. (2024). Understanding consumer repurchase intentions towards luxury retail brands: Evidence from an emerging market. Journal of Retailing and Consumer Services, 76, 103570. SCOPUS, A- Category
  • Agarwal, R., Mehrotra, A., Sharma, V., Papa, A., & Malibari, A. (2023). Over-the-top (OTT) retailing in the post-pandemic world. Unveiling consumer drivers and barriers using a qualitative study. Journal of Retailing and Consumer Services, 75, 103529. SCOPUS, A- Category
  • Habib, M. D., Kaur, P., Sharma, V.,& Talwar, S. (2023). Analyzing the food waste reduction intentions of UK households. A Value-Attitude-Behavior (VAB) theory perspective. Journal of Retailing and Consumer Services, 75, 103486. SCOPUS, A- Category
  • Sreen, N., Sharma, V., Alshibani, S. M., Walsh, S., & Russo, G. (2023). Knowledge acquisition from innovation failures: a study of micro, small and medium enterprises (MSMEs). Journal of Knowledge Management. SCOPUS, A- Category
  • Kautish, P., Siddiqui, M., Siddiqui, A., Sharma, V.,& Alshibani, S. M. (2023). Technology-enabled cure and care: An application of innovation resistance theory to telemedicine apps in an emerging market context. Technological Forecasting and Social Change, 192, 122558. SCOPUS, A- Category
  • Sharma, V., Kedia, B., Yadav, V. and Mishra, S. (2020), “Tapping the potential space-positioning of private labels”, Journal of Indian Business Research, Vol. 12 No. 1, pp. 43-61
  • Veluri, J.,Sharma,V. (2018). Customer satisfaction in B2B.Shodhgyan,5(1),29-32
  • Anjaly, B., & Sharma, V. (2016). Offline Vs Online Buying: An Assessment through Analytic Hierarchy Process Approach. International Journal of Innovative Research and Development|| ISSN 2278–0211, 5(2).
  • Sharma, V. ;Patel, G (2016) An AHP-LP approach Determining Eminent Drivers of Consumer Behavior in Indian Food Industry, 48th Annual Convention of Operational Research Society of India and International Conference Proceedings (2016).
  • Sharma, V., Singh, R., & Patel, G. N. (2015). Measuring the effect of brand equity on the consumers’ purchase intention. International Journal of Services Technology and Management, 21(1-3), 98-110.

  • Understanding Customer Satisfaction towards Private and National Brands- under Review – with Vikalpa, IIM-A Journal. Submitted two Revision. SCOPUS.
  • How do Media Channels Influence consumer perception about Sustainable clothing with the Journal of Fashion Marketing and Management Under Review. SCOPUS, B- Category
  • Should I trust artificial intelligence-based CRM solutions: SMEs perspective – Development Stage
  • A meta trend analysis of retail atmospherics research using text mining with Amrendra Pandey and Amarnath Bose
  • Provoking the Religious Harmony through Advertisement: A Critical Discourse Study with Shreya Mishra

  • Sharma, V. ;Patel, G.; Shukla, A., Prioritizing marketing mix constructs for commoditized products using Analytical Hierarchy Process, Reference no. 514-032-1
  • Sharma V., Sharma D., Pandey A, Kwality Glass: Store Atmospherics, Reference No.319-0044-1

Book

  • Sahay, A., Sharma V. (2018). Cases in Operations and Strategic Management, ISBN978-93-87471-31-3,Bloombsbury Publishing India Pvt.Ltd., New Delhi

Book Chapter

  • Sahay, A., Sharma V. (2018). Goonj: A Voice….. An Effort, Cases in Operations and Strategic Management (29-41), Bloombsbury Publishing India Pvt.Ltd., New Delhi

  • Reviewer, International Journal of Supply and Operations Management, 2019 onwards.
  • Reviewer, International Journal of Service and Operations Management, 2018 onwards.
  • Reviewer, Emerald Publishing, 2018 onwards
  • Reviewer, International Journal of Emerging Markets, 2018 onwards
  • Reviewer, South Asian Journal of Business and Management, 2017 onwards.

  • Paper presented at International Conference on Management Cases (ICMC) 2019 organised by BIMTECH, University of South Florida and University of Eastern Finland entitled, “Provoking the Religious Harmony through Advertisement: A Critical Discourse Study”, 2019
  • Paper presented at IIM Indore-NASMEISUMMER MARKETING CONFERENCE 2019, Indore and presented paper entitled, “Tapping the potential space- Positioning of Private Labels”, 2019.
  • Paper presented at International Conference on Management Cases (ICMC) 2018 organised by BIMTECH and University of Eastern Finland entitled, “Correlating Millennial Focused Customer Loyalty Programs with Experiential Retail”, 2018
  • Paper presented at IIM Indore-NASMEISUMMER MARKETING CONFERENCE 2017, Indore and presented paper entitled, “A review on the Impact of Nonverbal Communication of Professionals’ on Customer Satisfaction, Trust, and Long-term Relationship Orientation”, 2017.
  • Paper presented at International Conference on Management Cases, ICMC 2015 entitled, “Measuring the effect of brand equity on the consumers’ purchase intention”
  • Paper presented at International Conference on Management Cases, ICMC 2014 entitled “Prioritizing marketing mix constructs for commoditized products using Analytical Hierarchy Process”.
  • Attended Second International Conference-Confluence-2011: Can India be the next super power? Issues & Challenges ahead held at BSB campus, in New Delhi.
  • Paper presented at Second NATIONAL CONFERENCE held at BANARSIDAS CHANDIWALA INSTITUTE OF PROFESSIONAL STUDIES, New Delhi entitled “CRM in Educational Sector”, 2011.
  • Paper presented at International Seminar held at IIMT, Greater Noida and presented paper entitled “INDO-JORDAN FRIENDSHIP RELATIONS IN RESPECT OF TRADE & CULTURE” 2010.
  • Paper presented at Second NATIONAL CONFERENCE held at United Group of Institution, Greater Noida entitled “A Research Study on Customer Satisfaction in Respect of Big Bazaar”, 2010.