Instagram Linkedin

Associate Professor
Chairperson - MBA Program



PhD: PhD (Marketing)/ Department of Management Studies/ Indian Institute of Technology Roorkee, India
Masters: MBA (Marketing and Finance)/ School of Management/ National Institute of Technology Surathkal Karnataka, India
Bachelors: BBA (Management)/Faculty of Management Studies-WISDOM/ Banasthali Vidyapith Rajasthan, India 

Prof. Kumkum Bharti is an Associate Professor in Marketing at IIM Kashipur. She holds PhD in Marketing and has done his PhD from Indian Institute of Technology Roorkee, India. Prior to joining IIM Kashipur, Prof. Bharti was a faculty at the FORE School of Management, New Delhi. She has over a decade of teaching experience in the marketing area. Her Ph.D. thesis focused on understanding value co-creation for the Bottom of the Pyramid (BOP) consumers. She has conducted and participated in management development programmes (MDPs) for Tata Chemicals, Bharat Electricals Limited (BEL), Life Insurance Corporation (LIC), DRDO, Oil and Natural Gas Corporation (ONGC), Indian Oil Corporation Limited (IOCL), MAX Healthcare, among others. She has attended more than 20 international and national conferences in India and abroad in her academic career.

User/customer experience, value co-creation, pro-environmental behaviour (sustainability), design thinking and innovation, service failure (value destruction), application of qualitative research in marketing and interdisciplinary domain

  • Samarjeet, S. and Bharti, K. (2023). Constructing the Self at the Intersection of Gender and Caste: Understanding the Motivations of Marginalized Activist Women in India. Sex Roles.
  • Taneja, B. and Bharti, K. (2023). Role of Behavioural Abstraction (vs Concrete) Levels in Accepting Health Technologies. Global knowledge, Memory and Communication.
  • Taneja, B. and Bharti, K. (2023). Medical Device Companies’ Crisis Communication Response to Stakeholders during COVID-19: Pre-crisis Stage to New Normal. International Journal of Pharmaceutical and Healthcare Marketing.
  • Sindhu, P. and Bharti, K. (2023). Chatbot’s Influence on Customer’s Purchase Intention on Social Commerce. Behaviour and Information Technology.
  • Sindhu, P. and Bharti, K. (2023). The Effects of Atmospherics and Influencers on Purchase Intention in Social Commerce. Journal of Database Management.
  • Bharti, K., Sadiq, M., Jabeen, F. and Khan, F. (2022). Does external attribution motivate pessimistic consumers to purchase organic cosmetics? Australasian Marketing Journal.
  • Adil, M., Sadiq, M., Jebarajakirthy, C., Maseeh, H. I., Sangroya, D., Bharti, K. (2022). Online Service Failure: Antecedents, Moderators and Consequences. Journal of Service Theory and Practice.
  • Sachdeva, L., Bharti, K., and Badhotiya, G. K. (2022). Modeling of career entry barriers for women in male dominated occupations: A case of Indian railways. Research in Transportation Business & Management, 100871.
  • Taneja, B. and Bharti, K. (2021). Mapping unified theory of acceptance and use of technology (UTAUT) 2: A taxonomical study using bibliometric visualisation. Foresight. DOI:10.1108/FS-08-2020-0079. Emerald, Listed in ABDC.
  • Sadiq, M., Bharti, K., Adil, M., & Singh, R. (2021). Why do consumers buy green apparel? The role of dispositional traits, environmental orientation, environmental knowledge, and monetary incentive. Journal of Retailing and Consumer Services, 62, A
  • Sachdeva, L., Bharti, K., & Maheswari, M. (2021). A five-decade review of gender-based occupational segregation: A bibliometric study of influential authors, institutions, and research clusters. Australian Journal of Career Development, 30(2), 117-128. B
  • Sadiq, M., Dogra, N., Adil, M., & Bharti, K. (2021). Predicting Online Travel Purchase Behavior: The Role of Trust and Perceived Risk. Journal of Quality Assurance in Hospitality & Tourism, 1-27. B
  • Gaur, J., & Bharti, K. (2021). Modeling Start-up Barriers and Solutions Using Fuzzy Analytic Hierarchy Process (AHP) and Fuzzy TOPSIS. South Asian Journal of Management, 28(1). C
  • Gaur, J., and Bharti, K. (2020). Attribution Modeling in Marketing: literature review and Research Agenda. Academy of Marketing Studies Journal, 24(4), 1-21.
  • Adil, M., Nasir, M., Sadiq, M., & Bharti, K. (2020). SSTQUAL model: assessment of ATM service quality in an emerging economy. International Journal of Business Excellence, 22(1), 114-138.
  • Sadiq, M., Paul, J., & Bharti, K. (2020). Dispositional traits and organic food consumption. Journal of Cleaner Production, 266, 121961.
  • Sindhu, P., & Bharti, K. (2020). Mapping customer experience: A taxonomical study using bibliometric visualization. VINE Journal of Information and Knowledge Management Systems,
  • Bharti, K., Agrawal, R., & Sharma, V. (2018). Embrace, before it is too late! Prediction of future studies on value co-creation. International Journal of Business Excellence, 14(1), 121-151.
  • Bharti, K., & Agrawal, R. (2018). High customer involvement: An essential element for effective co-creation. International Journal of Business Innovation and Research, 15(4), 431-451.
  • Bharti, K., Agrawal, R. & Sharma, V. (2015). Value co-creation: Literature review and Proposed Conceptual Framework. International Journal of Market Research, 57(4), 571-604.
  • Bharti, K., Agrawal, R. & Sharma, V. (2014). What drives the customer of world’s largest market to participate in value co-creation? Marketing Intelligence and Planning, 32(5), 413-435.
  • Bharti, K., Sharma, V. Agrawal, R., & Sengar, A. (2014). Marketer’s Mindsets: Key to Develop Bottom of the Pyramid Markets. Procedia - Social and Behavioral Sciences, 133, 169-179.
  • Bharti, K., Agrawal, R., Sharma, V. & Sengar, A. (2014). Prioritisation of barriers to rural markets: integrating fuzzy logic and AHP. International Journal of Business and Emerging Markets. 6(4), 371-394.
  • Bharti, K., Agrawal, R., & Sharma, V. (2014). A Vedic view on the evolution of Bottom of the pyramid in Ancient India and Role of Marketers in its Disintegration. VFIM Bi-Annual International Journal, 6(2), 22-31.
  • Bharti, K., Agrawal, R., Sharma, V. & Sengar, A. (2013). Innovative Product Development at the Bottom of the Pyramid. International Journal on Spirituality and Organizational Leadership, 1(2), 50-62.

Title: Value Addition of Wood
Consulting for: Uttarakhand Forest Development Ramnagar, Nainital
Duration: April 2023-ongoing

Title:  Pathways to National Innovation Systems: Insights and Lessons from Selected Member Economies
Duration: October-December (2022)
Sponsored by: Asian Productivity Organization (APO), Tokyo
Role: Principal Investigator (PI)
Honorarium: USD 4000

Title: One decade of MGNREGA: A Participatory Assessment and Way Forward
Duration: December 2017-June 2018
Sponsored by: Ministry of Rural Development, India 
Role: Co-principal Investigator (PI)
Project cost: Rs.19.21 Lakhs

Title: Co creation in Social Entrepreneurship: Partnering with Copenhagen Business School, Copenhagen, Denmark and FGV, Sao Paulo, Brazil.
Duration: 2012-14
Role: Research Scholar at DoMS, Indian Institute of Technology Roorkee, India
Sponsored by: Copenhagen Business School, Denmark

  • Conferred Sri Pranab Mukherjee Himalayan Fifth Estate Commendation 2023 for Navaashay-DIC, IIM Kashipur by Rethink, India on December 14, 2023, at New Delhi, India
  • Conferred the Title of Distinguished Alumna by National Institute of Technology Karnataka, India in 2019. 
  • Special acknowledgment in a report “Cultural-Religious Aspects of Ganga Basin” prepared under Ganga River Basin Management Plan (GRBMP) of National Ganga River Basin Authority (NGRBA), a collective effort of the Central and State Government for effective abatement of pollution and conservation of the river Ganga by the Ministry of Environment and Forests (MoEF), Government of India (2015).
  • Noel Doer Gold Medal Award of the Year 2012–13 at the 71st Annual Convention of STAI (Sugar Technologists' Association of India) at Hyderabad for research paper entitled “Vertical Business Integration: A Logical Prospective Evolutionary Step for Sugar Industry in India” under Management section.
  • Senior Research Fellowship (SRF) from University Grant commission (UGC) NET: January 2014 to August 2015 
  • Junior Research Fellowship (JRF) from UGC-NET: December 2011 to December 2013 
  • Silver Medalist in MBA 
  • Silver Medalist in BBA 

  • Chairperson, MBA Programme: July 2022-ongoing
  • Chairperson, Design Innovation Centre: 2018- ongoing
  • Chairperson, Internal Complaints Committee: September 2021- June 2022
  • Chairperson, Alumni Relations: 2018-2020
  • Chairperson, Management Fest and events: 2016-2020
  • Member, MBA committee: 2019-ongoing
  • Member, MDP committee: 2021-2022
  • Member, Placement Committee: 2018-2020
  • Member, Green Campus Committee: 2020-ongoing

MBA (Full time) 

  • Marketing Management I
  • Marketing Management II 
  • Design Thinking and Innovation 
  • Unleashing the Rural Potential (Experiential Learning) 
  • Rural Marketing 
  • Application of Design Thinking 

EMBA (Executive)

  • Marketing Management II 
  • Design Thinking and Innovation
  • Application of Design Thinking 

EMBAA (Executive) 

  • Design Thinking and Innovation (Term II)


  • Marketing Theory (Term II)
  • Qualitative Research in Management (Term II)
  • Advanced Qualitative Research Tools and Techniques (Term V)
  • Value Co-creation in Marketing
  • Course on Advanced Customer Experience