Meenakshi N

+91-431 2505080    meenakshi@iimtrichy.ac.in

Marketing

Ph.D. (Faculty of Management Studies, University of Delhi)

Linkedin
Meenakshi Nagarajan is an associate professor of marketing at IIM Tiruchirappalli. Prior to joining IIM Tiruchirappalli, she worked at IMI New Delhi and Goa Institute of Management. She is a PhD from the Faculty of Management Studies (FMS), Delhi and holds a Masters in International Business from Delhi School of Economics, University of Delhi. She has an academic experience of two and a half decades spanning teaching, research, case writing, and training.
She has published papers in top-tier international journals including Tourism Management, Journal of Travel Research, International Journal of Hospitality Management, Technological Forecasting and Social Change, Entrepreneurship and Regional Development, Journal of Cleaner Production, Journal of Strategic Marketing, International Journal of Consumer Studies, and Digital Policy, Regulation and Governance. She has published several cases that feature in Harvard Business Publishing (HBSP) and Ivey Publishing.
She has conducted training programs for mid- and senior-management executives of Hyundai Motor India Limited (HMIL), Aditya Birla Fashion & Retail Limited (ABFRL), Larsen & Toubro (Heavy Civil), Bureau of Indian Standards (BIS), TAFE-TMTL, H L Mando, Bharat Electronics Limited (BEL), Department of Evaluation and Applied Research (DEAR), Tamil Nadu Government, Insurance Dekho, Indian Oil Corporation Limited (IOCL), Hindustan Petroleum Corporation Limited (HPCL), Chennai Petroleum Corporation Limited (CPCL), Bharat Petroleum Corporation Limited (BPCL), Andhra Pradesh State Cooperative Bank, Roca, Armed Officers Program, and Goa Civil Services Officers – GIPARD.

Journal Articles

Bhaiswar, R., Meenakshi, N., & Chawla, D. | Year – 2025

eWOM–consumer's tryst with trust and transitions–a qualitative study. International Journal of Internet Marketing and Advertising, 22(3), 259 - 285.  https://doi.org/10.1504/IJIMA.2025.146381  

Dhir, A., Meenakshi, N., Nicolau, J. L., & Kaur, P. | Year – 2025
Wokeness in Tourism Management: Definition, conceptualization, attributes and consequences. Tourism Management, 109, 105131.

Meenakshi, N., Dhir, A., Kaur, P., & Camilleri, M. A. | Year – 2025
Food sharing apps in the hospitality industry: Strategies to mitigate risks and enhance benefits for increased adoption. International Journal of Hospitality Management, 129, 104175. https://doi.org/10.1016/j.ijhm.2025. (ABDC-A*, ABS-3) 

Meenakshi, N., Dhir, A., Kaur, P., Mahto, R. V., & Nicolau, J. L. | Year – 2025
Is travel resurgence in the post-global health emergency a form of revenge travel? A multi-phase qualitative study. Journal of Travel Research, 64(5), 1141-1164. https://doi.org/10.1177/00472875241234388 (ABDC-A*, ABS-4) 

Meenakshi, N., Dhir, A., Shah, P., Nicolau, J. L., & Kaur, P. | Year – 2025
Conceptualization of greenwashing in the hospitality industry. International Journal of Hospitality Management, 131, 104255. https://doi.org/10.1016/j.ijhm.2025.104255  (ABDC-A*, ABS-3)   

Bhatia, M., Meenakshi, N., Kaur, P., & Dhir, A. | Year – 2024
Digital technologies and carbon neutrality goals: An in-depth investigation of drivers, barriers, and risk mitigation strategies. Journal of Cleaner Production, 451, 141946. https://doi.org/10.1016/j.jclepro.2024.141946 (ABDC-A; ABS-2)  

Chaudhary, S.,Dhir, A., Meenakshi, N., & Christofi, M. | Year – 2024

How small firms build resilience to ward off crises: a paradox perspective. Entrepreneurship & Regional Development, 36(1-2), 182-207. https://doi.org/10.1080/08985626.2023.2265327 (ABDC-A; ABS-3) 

Dhir, A., Meenakshi, N., Nawaz, R., & Kaur, P. | Year – 2024
How do we pivot? Facilitators, inhibitors, and strategies of tech healthcare startups before, during, and after a crisis. Technological Forecasting and Social Change, 207, 123606. https://doi.org/10.1016/j.techfore.2024.123606 (ABDC - A; ABS-3) 

Meenakshi, N., Dhir, A., Mahto, R. V., Nicolau, J. L., & Kaur, P. | Year – 2024
Travelers’ coping strategies in the backdrop of revenge tourism. Journal of Travel Research, 63(6), 1473 - 1489.  

Dhir, A., Khan, S. J., Islam, N., Ractham, P., & Meenakshi, N. | Year – 2023
Drivers of sustainable business model innovations. An upper echelon theory perspective. Technological Forecasting and Social Change, 191, 122409. https://doi.org/10.1016/j.techfore.2023.122409 (ABDC-A, ABS-3)   

Meenakshi, N. | Year – 2023

Post-COVID reorientation of the Sharing economy in a hyperconnected world. Journal of Strategic Marketing, 31(2), 446-470. https://doi.org/10.1080/0965254X.2021.1928271 (ABDC-A, ABS-2)

Bhaiswar, R., Chawla, D., & Meenakshi, N. | Year – 2022

The influence of eWOM communications on intended online purchases: a literature review using TCCM framework and future research agenda. International Journal of Indian Culture and Business Management, 26(3), 328-361.  https://doi.org/10.1504/IJICBM.2022.124630

Meenakshi, N. | Year – 2022

When do we eat? Food ordering platform strategies. Journal of Business Strategy, 44(3), 136-144. https://doi.org/10.1108/JBS-11-2021-0187 (ABDC-B, ABS-1)  

Yadav, N., Meenakshi, N., & Banerjee, P. | Year – 2022
Exploring governance issues between online food delivery platforms and restaurant partners in India. Digital Policy, Regulation and Governance, 24(3), 292-308. https://doi.org/10.1108/DPRG-06-2021-0074 (ABDC-B, ABS-1)   

Bhaiswar, R., Meenakshi, N., & Chawla, D. | Year – 2021
Evolution of electronic word of mouth: A systematic literature review using bibliometric analysis of 20 years (2000–2020). FIIB Business Review, 10(3), 215-231. https://doi.org/10.1177/23197145211032408

Meenakshi, N | Year – 2020
Taboo in consumption: Social structure, gender and sustainable menstrual products. International Journal of Consumer Studies, 44(3), 243-257. https://doi.org/10.1111/ijcs.12562 (ABDC-A, ABS-2)   

Sinha, A., Varkkey, B., & Meenakshi, N. | Year – 2020

Design thinking for improving employee experience: a case of a food tech company. Development and Learning in Organizations: An International Journal, 34(1), 8-11. https://doi.org/10.1108/DLO-11-2018-0154 (ABDC-C) 

Meenakshi, N., & Sinha, A. | Year – 2019
Food delivery apps in India: wherein lies the success strategy? Strategic Direction, 35(7), 12-15. https://doi.org/10.1108/SD-10-2018-0197 

Kumar, A., & Meenakshi, N. | Year – 2006
A Declining Market Mars a Historic Collective Bargaining Agreement: The Case of Escorts. Vikalpa, 31(2), 131-146. https://doi.org/10.1177/0256090920060208  

Conference/Seminar Proceedings

Meenakshi, N | Year – 2019
“Airbnb influence on community living – a case study of Delhi,” at the Asia Pacific ACR, IIM, Ahmedabad, 10-12 January, 2019. 

Meenakshi, N | Year – 2018
“Marketing, Lobbying and Public Policy in the times of Sharing Economy: Uber and Airbnb in India,” 12th Great Lakes, Chennai NASMEI Marketing Conference, 20-21 December, 2018   

“Sustainable menstruation practices in India: Challenges and Opportunities among Urban Middle-Class Women,” at the “International conference on Sustainability and Business,” at IIM, Calcutta, January, 2018.  

Meenakshi, N | Year – 2014
“An Analysis of Intergenerational Differences in materialism in India,” at the “Listening to consumers of Emerging Markets.” in IIM, Lucknow, January, 2014.

Meenakshi, N | Year – 2012
“Intergenerational Difference in Values between Teenagers and their Parents, and its Influence on Consumption Behavior,” at the "Shaping the Future of Research in Marketing in Emerging Economics: Looking Ahead" conference at IIM, Lucknow, January 2012.

Edited Book Chapters

Meenakshi, N | Year – 2018
Case study – “Airbnb India: growth pangs?” in the book “Services Marketing” by Valarie A Zeithaml, Mary Jo Bitner, Dwayne D. Gremler, Ajay Pandit, McGraw Hill Publishing, 7th edition.

Meenakshi, N | Year – 2012
Case study - “Promotion of Fairy Queen Express” in the book “Marketing in India: Cases and Readings” by S. Neelamegham, Vikas Publishing, 4th edition.

Others

Meenakshi, N | Year – 2018
“Swagat Textiles: Carrying the family legacy forward,” HBSP case no. W18585-PDF-ENG, https://hbsp.harvard.edu/product/W18585-PDF-ENG?Ntt=W18585-PDF-ENG  

“Hygiene and You: Sustainability and Profitability,” HBSP case no. W18353-PDF-ENG, https://hbsp.harvard.edu/product/W18353-PDF-ENG?Ntt=W18353-PDF-ENG

Meenakshi, N | Year – 2016
“Mukunda Foods Private limited: The consumer market foray,” HBSP case no. W16691-PDF-ENG, https://hbsp.harvard.edu/product/W16691-PDF-ENG?Ntt=W16691-PDF-ENG   
Nagarajan, M., & Kumar, A. (2015). Havells India Limited: Transition from an Industrial Brand to a Consumer Brand. Vikalpa, 40(3), 363-382. https://doi.org/10.1177/0256090915599083

Nagarajan, M. and Kumar, A. | Year – 2013
"Infosys Limited: is it still the Indian IT bellwether?" Emerald Emerging Markets Case Studies, Vol. 3 No. 7. https://doi.org/10.1108/EEMCS-06-2013-0071  

Post graduate programs
Marketing of Services
International Marketing
Marketing in the Sharing Economy
Marketing Management (Part I and II – Core Courses)

PhD programs
Qualitative Research Method
I have designed and developed training sessions in Marketing Strategy, Service Excellence, Stakeholder Management, and ESG for senior professionals from the following organizations:
Hyundai Motor India Limited (HMIL)
Aditya Birla Fashion & Retail Limited (ABFRL)
Larsen & Toubro (Heavy Civil)
Bureau of Indian Standards (BIS)
TAFE-TMTL
H L Mando
Bharat Electronics Limited (BEL)
Department of Evaluation and Applied Research (DEAR), Tamil Nadu Government 
Insurance Dekho
Indian Oil Corporation Limited (IOCL)
Hindustan Petroleum Corporation Limited (HPCL)
Chennai Petroleum Corporation Limited (CPCL)
Bharat Petroleum Corporation Limited (BPCL)
Andhra Pradesh State Cooperative Bank
Roca
Armed Officers Program
Goa Civil Services Officers – GIPARD
Area Chairperson – Marketing
Associate Editor, IIMT Journal of Management 
INVITED POSITIONS
Visiting Scholar – Jan 2022 – April 2024, University of Agder
Visiting Professor – July 2022 – September 2022, University of Agder

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