Meenakshi N
विपणन
PhD (Faculty of Management Studies, University of Delhi)
+91-431 2505080
meenakshi@iimtrichy.ac.in
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 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 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 Petroleum Corporation Limited (BPCL), Indian Oil Corporation Limited (IOCL), Chennai Petroleum Corporation Limited (CPCL), Andhra Pradesh State Cooperative Bank, Roca, Armed officers Program, and Goa Civil Services Officers-GIPARD.
Journal Articles
Meenakshi, N. | Year – 2025
Meenakshi, N., Dhir, A., Shah, P., Nicolau, J. L., & Kaur, P. (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) Dhir, A., Meenakshi, N., Nicolau, J. L., & Kaur, P. (2025). Wokeness in Tourism Management: Definition, conceptualization, attributes and consequences. Tourism Management,109,105131. https://doi.org/10.1016/j.tourman.2025.105131 (ABDC-A*, ABS-4) Meenakshi, N., Dhir, A., Kaur, P., & Camilleri, M. A. (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.2025.104175 (ABDC-A*, ABS-3) Meenakshi,
N., Dhir, A., Kaur, P., Mahto, R. V., & Nicolau, J. L. (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) Bhaiswar, R., Meenakshi, N., & Chawla, D. (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 |
Meenakshi, N | Year – 2024
Dhir,
A., Meenakshi, N., Nawaz, R., & Kaur, P. (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. (2024). Travelers’
coping strategies in the backdrop of revenge tourism. Journal of Travel
Research, 63(6), 1473-1489. https://doi.org/10.1177/00472875231193596
(ABDC-A*; ABS-4)
Bhatia,
M., Meenakshi, N., Kaur, P., & Dhir, A. (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. (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) |
Meenakshi, N | Year – 2023
Dhir, A., Khan, S. J., Islam, N., Ractham,
P., & Meenakshi, N. (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. (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) |
Meenakshi, N | Year – 2022
Yadav, N., Meenakshi, N., & Banerjee, P.
(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)
Meenakshi, N. (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)
Bhaiswar, R., Chawla, D., & Meenakshi, N.
(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 – 2021
Bhaiswar, R., Meenakshi, N., & Chawla, D.
(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
Meenakshi, N. (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.
(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 | Year – 2019
Meenakshi, N., & Sinha, A. (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 |
Conference/Seminar Proceedings
Meenakshi, N | Year – 2019
“Airbnb
influence on community living – a case study of Delhi,” at the Asia Pacific
ACR, IIM, Ahmedabad to be held from 10-12 January, 2019. |
Meenakshi, N | Year – 2018
“Marketing,
Lobbying and Public Policy in the times of Sharing Economy: Uber and Airbnb in
India,” accepted for paper presentation at 12th Great Lakes,
Chennai NASMEI Marketing Conference to be held on 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. |
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
|
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
|
Meenakshi, N | Year – 2013
Nagarajan, M. and Kumar,
A. (2013), "Infosys Limited: is it still the Indian IT
bellwether?", , Vol. 3 No. 7. https://doi.org/10.1108/EEMCS-06-2013-0071 |
Meenakshi, N | Year – 2006
Kumar, A., & Meenakshi, N. (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 |
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 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 Petroleum Corporation Limited (BPCL)
*Indian Oil Corporation Limited (IOCL)
*Chennai Petroleum Corporation Limited (CPCL)
*Andhra Pradesh State Cooperative Bank
*Roca
*Armed officers Program,
*Goa Civil Services Officers-GIPARD
Area Chairperson - Marketing
Convener - Assurance of Learning (AACSB)
INVITED POSITIONS
* Visiting Scholar – Jan 2024 – April 2022, University of Agder
* Visiting Professor – July 2022 – September 2022, University of Agder