Vinita S. Sahay

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Vinita S. Sahay




Academic background:

  • Ph.D. (Customer Value) CSJM University, Kanpur
  • M.A. (Economics) First Class First (Gold Medallist) CSJM University, Kanpur
  • PGDBA (Marketing) First Class


  • Professor of Marketing, Indian Institute of Management Raipur
  • Professor of Marketing, Institute of Management Technology Ghaziabad, India
  • Visiting Professor at Aarhus University, Denmark.

Teaching Interests:

  • Marketing of Services.
  • Marketing Management.
  • Retail Management.
  • Customer Relationship Management.

Research Interests:

  • Marketing of Services.
  • Retail Management.
  • Retail Supply Chain Management.
  • Customer Value & Customer Satisfaction.
  • Customer Relationship Management.
  • Trust & Relationship in Supply Chain.

View Research Profile

Research Publication:

  • Parsad, Prashar, Vinita Sahay (2017) “Impact of Impulsive Personality Traits and Store Environment on Impulse Buying Behavior” Journal of Business and Management, 23 (1/2), 2017, 1-24
  • Sanjeev Prashar, Chandan Prasad, Sai Vijay Tata and Vinita Sahay, (2015) ‘Impulsive buying structure in retailing: An interpretive structural modeling approach’, Journal of Marketing Analytics, Macmillan Publishers, No. 3, No. 4, pp. 215-233
  • Vinita Sahay, Sanjeev Prashar and D. Panda, (2015) ‘Factors affecting selection of online buying website: an Analytical Study among the Indian Youth’, International Journal of Intercultural Information Management, Inderscience, No. 4, No. 4, pp. 228-237.
  • Bamel Nisha, Bamel Umesh Kumar, Thite Mohan, Sahay Vinita, (2014), ‘Sage, benefits and barriers of human resource information systems in Universities’, VINE: The Journal of Information and Knowledge Management Systems, Emerald Publishing, Vol. 44, No. 4, pp. 519-536.
  • Singh Harvinder and Sahay, Vinita, (2012) “Determinants of shopping experience: Exploring the mall shoppers of national capital region (NCR) of India” International Journal of Retail & Distribution Management, Emerald Publishing, Vol. 40 Issue: 3, 2012, pp. 235-248.
  • Laeequddin, Mohd., B.S. Sahay, Vinita Sahay, Waheed Kareem Abdul, (2012), "Trust Building in Supply Chain Partners Relationship - An Integrated Conceptual Model", Journal of Management Development, Vol. 31 Iss: 6, pp. 550-564.
  • Laeequddin, Mohd., BS Sahay, Vinita Sahay, and Waheed KA, (2011), Supply Chain Partner's Perceptions of Trust and Risk: The perspectives of UAE Printing and Packaging Industry" in for your reference, International Journal of Information System and Supply Chain Management of IGI Global publishing, 4(1), 60-76, Jan-March.
  • Laeequddin, Mohd, B.S Sahay, Vinita Sahay and Waheed K.A, (2010) “Measuring trust in supply chain partners’ Relationships” Measuring Business Excellence, Emerald Publishing, Vol. 14 No. 3, pp. 53-69.
  • Laeequddin, Mohd., B.S. Sahay, and Vinita Sahay, Capturing the Concept of Trust Right in Supply Chain Partner’s Relationship – A conceptual Framework, Journal of Knowledge Management Practice, Vol. 11, No. 1, 2010.
  • Singh Harvinder, Sahay, Vinita; Bose Swapan Kumar, (2010) “Management of Indian shopping malls: Impact of the pattern of financing” Journal of Retail & Leisure Property. London: Feb 2010, Vol. 9, Iss. 1, pp. 55-64.

Conference Papers


  • Social Media Marketing Vinita Sahay & Sanjeev Prashar Excel Publications, 2016
  • Handbook on Management Cases Vinita Sahay & PRS Sarma ET Cases Publications, 2016
  • Indian Management Cases Vinita Sahay & PRS Sarma ET Cases Publications, 2016
  • Supply Chain Trust Laeequddin, Mohd, B.S. Sahay & Vinita Sahay (Under publication)
  • Select Management Cases Vinita Sahay & PRS Sarma ET Cases Publications, 2017
  • Cases in Management Vinita Sahay & PRS Sarma ET Cases Publications, 2017

Cases Published:

  • T. Sai Vijay, Sanjeev Prashar, Vinita Sahay, KAPS Ice Cream: Should it Enter the Premium Segment? Case No. 9B16A041, published at Richard Ivey School of Business (2016)
  • Chandan Parasad, Vinita Sahay, Sanjeev Prashar Dainik Bhaskar : Live No Negative" published in the Emerald Emerging Markets Case Studies ( 2017)
  • Pratiksha Parihaar, Jagrook Dawra, Vinita Sahay Maruti Suzuki India Limited: Leveraging the Changed Economy, Case number 9B17A059 Published with Richard Ivey Publishing (2017).
  • Vinita Sahay, Sumeet Gupta, Sanjeev Prashar, Project Udaan: Repositioning Deobhog Published with Case Centre

Conference Presentation:

  • Parteeksha Parihar, Vinita Sahay and J. Dawra, (2016), Conceptualization of Customer Engagement: Definition, Distinctiveness and Nomological Network, The 3rd Pan IIM World Management Conference (WMC), 25-27th July 2015, IIM Indore.
  • Vinita Sahay, Rashmi Aggarwal, and Rajinder Kaur, (2015), Corporate Social Responsibility: An analysis on the 'Swachh Bharat Abhiyan', presented in GSCSR2015: International Conference on Corporate Social Responsibility during May 15-16, 2015, jointly organized by IIM Raipur, Indian Institute of Corporate Affairs and National Law School of India University, Bengaluru.
  • Sahay, Vinita; Prashar Sanjeev; Parsad Chandan and Vijay T. Sai (2014). Analyzing Impulse Buying Behaviour among Shoppers: An Interpretive Structural Modelling Approach. Oxford Retail Futures Conference: Innovation in Retail and Distribution
  • Sahay, Vinita; Chopra, Himanshu; Singh, Gurpreet; Batra, Aarti (2011). Factors Affecting the Adoption of Sales Force Automation by Field force in India.International Conference FOBE

Workshops Attended:

  • Participated in “Developing Leadership, Governance & Management in Higher Education” programme conducted in two modules by Leadership Foundation for Higher Education & UKIERI, first module in Delhi from and second module in Birmingham, UK from 25th -29th April 2016.
  • Participated in Global Colloquium on Participant-Centered Learning (GloColl) organised by Harvard Business School in Boston and Shanghai from 20th–26th July 2014 and 9th-12th Feb. 2015 respectively.
  • Attended comprehensive Case Writing Workshop between Jan/February 2009, conducted ISB Case Development Center (Indian School of Business, Hyderabad) set up in collaboration with the Richard Ivey School of Business, University of Western Ontario (Ivey), Canada

Consultancy Projects :

  • Training Effectiveness of TEQIP for National Project Implementation Unit under Ministry of Human Resource Development, Government of India.
  • Commercial and Financial Management in Procurement and Settlement of Paddy of Public Distribution System in Chhattisgarh for Chhattisgarh State Cooperative Marketing Federation Ltd.
  • Developing Business Plan, Marketing Strategy & Process Re-engineering for Achieving Excellence, for Raipur Sahakari Dugdh Utpadak Mahasangh
  • School Leadership and Management for Principals of Secondary Schools, Government of Chhattisgarh, for State Council of Educational Research & Training Chhattisgarh, Raipur

Professional Membership:

  • American Marketing Association

Awards & Honours:

  • Received Business School Affair & Dewang Mehta B-School Award for Best Teacher in Marketing Management for the year 2011
  • Won the ‘Gold Medal’ for being Topper in M.A (Economics) in the University.
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