Dr. Shivam Rai holds a Ph.D. from the Indian Institute of Technology Roorkee in marketing. Before joining IIM Kashipur, he worked as an Assistant Professor of Marketing at Jindal Global Business School and XIM University, Bhubaneswar. He holds an MBA degree from MONIRBA, University of Allahabad with a specialization in Marketing. He was awarded a (UGC-JRF) fellowship in Management in 2013. Transitioning from an industry background spanning over two and a half years in the business event and software services sectors, Dr. Rai's industry insights significantly enrich his research and teaching approach. His research interests include experiential marketing, event marketing, consumer psychology, and consumer behaviour.

Consumer Psychology, Experiential Marketing, Business Promotions, Event Marketing, Consumer Happiness

• Narwal, P., & Rai, S. (2022). Individual differences and moral disengagement in Pay-What-You-Want pricing. Journal of Business Research, 149, 528-547.
• Rai, S., & Narwal, P. (2022). Examining the impact of external reference prices on seller price image dimensions and purchase intentions in pay what you want (PWYW). Asia Pacific Journal of Marketing and Logistics, 34(8), 1778-1806.
• Narwal, P., Nayak, J.K. and Rai, S., 2022. Assessing Customers' Moral Disengagement from Reciprocity Concerns in Participative Pricing. Journal of Business Ethics, 178, 537-554.
• Rai, S. S., Rai, S., & Singh, N. K. (2021). Organizational resilience and social-economic sustainability: COVID-19 perspective. Environment, Development and Sustainability, 23, 12006-12023.
• Rai, S. S., Ansari, I. A., Ganguly, K., Giri, S., & Rai, S. (2021). Lean practices in homestay operations: a case study. Journal of Quality Assurance in Hospitality & Tourism, 22(4), 395-424.
• Rai, S., & Nayak, J. K. (2020). The essence and measurement of trade show event experiences. Event Management, 24(2-3), 409-425.
• Rai, S., & Nayak, J. K. (2020). Conceptualization and development of event experience scale: lessons from India. Tourism Review, 75(2), 369-381.
• Rai, S., & Nayak, J. K. (2019). Hospitality branding in emerging economies: an Indian perspective. Journal of tourism futures, 5(1), 22-34.
• Rai, S., & Nayak, J. K. (2018). Role of event personality and exhibitors’ eudaimonic and hedonic happiness in predicting event advocacy intentions: an empirical study. International Journal of Event and Festival Management, 9(1), 86-103.

"Millet Production in Uttarakhand: An Empirical Analysis of its Socio-Economic Impact and Marketability Challenges" Funded by Indian Council of Social Science Research

UGC, NET-JRF (2013); UGC- NET (2012) 

Hostel Warden (July 2023- to present)

• Marketing Management 
• Marketing Research
• International Marketing
• Luxury Marketing
• Entrepreneurial Marketing