Research & Teaching Interests
I am currently an Associate Professor of Marketing at the Institute of Rural Management Anand. Earlier, I was associated with the Portsmouth Business School, University of Portsmouth, UK, as a Research Fellow and Visiting Fellow. I carry about ten years of combined work experience in industry, academics, research, and consulting.
My primary research interest is in developing the concept of market orientation and examining its relationship with other strategic marketing constructs. My other evolving research interest areas are service quality CSR, and social-nonprofit-rural aspects of marketing.
I have taught Marketing Management, Services Marketing, Strategic Marketing & Planning (through marketing simulations), Social and Nonprofit Marketing, and Rural Marketing courses to MBA students; and Structural Equation Modeling and Quantitative Research Methodology courses to doctoral students.
Publications & Honours
Some of my research works have been published in international peer-reviewed journals such as Journal of Marketing Management, Service Industries Journal, Journal of Strategic Marketing, Futures, Technological Forecasting & Social Change, Health Marketing Quarterly, International Journal of Rural Management, Emerald Emerging Markets Case Studies, Asian Case Research Journal amongst others. Some of my research works have been conferred awards/recognition: the Academy of Marketing (AoM, UK) Conference 2011 best research paper award (sponsored by the Journal of Strategic Marketing and hosted by the University of Liverpool) in the competitive intelligence analysis & strategy track; 4th IIM-Ahmedabad conference on marketing in emerging economies best research paper award; 7th AIMS International conference on management first runner-up prize for the best research; and COSMAR 2008, Indian Institute of Science-Bangalore, second runner-up prize for the best doctoral research work. I was honored twice for the Best Reviewer Award for 2009 and 2011 by the Journal of Research Practice (Athabasca University Press, Open Access Journal, http://jrp.icaap.org/).
Editorial Responsibilities and Consulting
I have served as the managing editor of International Journal of Rural Management published by Sage (http://irm.sagepub.com/) for two years from 2012-2013. I am also serving as a member of the editorial team for the Journal of Research Practice (Athabasca University Press, Open Access Journal, http://jrp.icaap.org/). In the last few years, I have completed consulting and training programmes for Government of Sikkim, Government of Meghalaya, Tata Motors, JK Lakshmi Cement, Orient Cements, National Dairy Development Board, MP State Cooperative Dairy Federation and other organizations. My email: email@example.com
Li, S., Modi, P., Wu, M., Chen, C., & Nguyen, B. (2019). Conceptualising and validating the social capital construct in consumer-initiated online brand communities (COBCs). Technological Forecasting and Social Change, 139(2), 303-310. https://doi.org/10.1016/j.techfore.2018.11.018 [ABS – 3, ABDC – A, Impact Factor 3.68]
Modi, P., & Sahi, G. K. (2018). Toward a greater understanding of the market orientation and internal market orientation relationship. Journal of Strategic Marketing, 26(6), 532-549. http://dx.doi.org/10.1080/0965254X.2017.1318943 [ABDC – A, ABS – 2]
Modi, P., & Sahi, G. K. (2018). The meaning and relevance of internal market orientation in nonprofit organisations. The Service Industries Journal, 38(5-6), 303-320. https://doi.org/10.1080/02642069.2017.1376660 [ABS – 2, ABDC – B, Impact Factor 1.17]
Mohanty, N., Biswas, S. N., Mishra, D., & Modi, P. (2018). Designing messages for fluorosis mitigation behavior change: Role of message framing and perceived risk. Health Marketing Quarterly, 35(4), 280-297. https://doi.org/10.1080/07359683.2018.1524596 [ABDC – B]
Shaikh, A., Modi, P., Yadav, V., & Kumar, P. (2018). A Paradigmatic and Methodological Examination of Market Orientation Research. The Marketing Review, 18(3), 368-401. https://doi.org/10.1362/146934718X15445233736798 [ABDC – C]
Singh, R., Modi, P., Gupta, V., & Sur, A. (2018). Digital empowerment foundation’s Chanderiyaan project: Linking the poor producers with the market using ICT. Emerald Emerging Markets Case Studies, 8(3), 1-24. https://doi.org/10.1108/EEMCS-01-2017-0002
Gordon-Wilson, S., & Modi, P. (2015). Personality and older consumers’ green behaviour in the UK. Futures, 71, 1-10. https://doi.org/10.1016/j.futures.2015.05.002 [ABDC – B, ABS – 2, Impact factor 1.03].
Singh, R., Agarwal, S., & Modi, P. (2015). Market separations for BoP producers: The case of market development for the chanderi cluster weavers in India. International Journal of Rural Management, 11(2),175-193. https://doi.org/10.1177/0973005215599280
Modi, P. (2012). Rural marketing: Marketing to the rural, poor or disadvantaged consumers. International Journal of Rural Management, 8(1/2), 3-5. https://doi.org/10.1177/0973005212462115
Modi, P. (2012). Measuring market orientation in nonprofit organizations. Journal of Strategic Marketing, 20(5), 447-460. https://doi.org/10.1080/0965254X.2012.689991 [ABDC – A, ABS 2]
Modi, P. (2012). Market orientation in nonprofit organizations: innovativeness, resource scarcity, and performance. Journal of Strategic Marketing, 20(1), 55-67. https://doi.org/10.1080/0965254X.2011.628405 [ABDC – A, ABS – 2]
Modi, P., & Mishra, D. (2010). Conceptualising market orientation in non-profit organisations: Definition, performance, and preliminary construction of a scale. Journal of Marketing Management, 26(5-6), 548-569. https://doi.org/10.1080/02672570903485113 [ABDC – A, ABS – 3]
Modi, P. (2009). Rural marketing: Its definition and development perspective. International Journal of Rural Management, 5(1), 91-104. https://doi.org/10.1177/097300520900500105
Modi, P. (2008). Vanraj mini-tractors: is small beautiful?. Asian Case Research Journal, 12(02), 141-160. https://doi.org/10.1142/S0218927508001035
Modi, P., Mishra, D., Gulati, H., & Murugesan, K. (2009). Uttarakhand state cooperative federation: Can it help the horticulture farmers? Vision, 13(2), 53-61. https://doi.org/10.1177/097226290901300206
· Client: State Rural Employment Agency, Government of Meghalaya. Year 2018.
Scope of the Work: Assessment of the Bottom 20 approach to livelihood generation under MGNREGA.
· Client: UNICEF, Gujarat. Year 2017-18.
Scope of the Work: Developing Evaluation Capacity for Department of Evaluation, Government of Gujarat. The project includes training the officers in impact evaluation methods and handholding them through an impact evaluation project of a government scheme.
· Client: National Dairy Development Board, Anand (under National Dairy Support Project financed by the World Bank). Year 2014-16.
Scope of the Work: Impact of National Dairy Plan – I Intervention on Strengthening Women’s Empowerment in India’s Dairy Sector. The impact assessment project will collect data from 6 States, 100 villages, 2400 households and several project functionaries to quantify the impact of the intervention on women’s empowerment using Propensity Score Matching technique.
· Client: National Dairy Development Board, Anand (under National Dairy Support Project financed by the World Bank). Year 2016.
Scope of the Work: Impact Assessment and Evaluation of National Dairy Plan – I’s Ration Balancing Programme in Southern India using Difference in Difference and Propensity Score Matching techniques.
· Client: Government of Sikkim, Rural Management and Development Department. Year 2010-11.
Scope of the Work: An Assessment Study of the Wage Payment and the Sustainability of the Assets Created under the NREGA-Sikkim Project. The report is a comprehensive assessment of the state of NREGA implementation and the role of the administration in it. Our study has generated a considerable amount of interest amongst the central government administration. It has led to increased visibility of the Sikkim government administration on the NREGA implementation and other welfare schemes.
· Client: Madhya Pradesh State Cooperative Dairy Federation. August 2015.
Scope of the Work: Two-day training for the entire top management of the state-level cooperative federation and its unions on marketing strategy.
· Client: JK Lakshmi Cement Private Limited. May 3-5, 2010.
Nature of the Work: Training the Gujarat and Rajasthan Area Managers of Shri JK Lakshmi Cement Pvt. Ltd. on "Rural Marketing Skill".
· Client: Tata Motors. June 7-9, 2012.
Nature of the Work: Training the entire emerging market sales vertical of the Tata Motors (included the national sales head and regional sales heads of the organization) on "Understanding Rural Markets".
· Client: Group of executives from various organizations. August 30-September 1, 2012.
Nature of the Work: Training sales and marketing managers from various organizations on "Effective Selling Skills".
· Client: Group of executives from various organizations. September 6-8, 2012.
Nature of the Work: Training sales and marketing managers from various organizations "Distribution and Channel Management".
· Client: Orient Cements (CK Birla Group Company). October 18-20, 2012.
Nature of the Work: Training the middle-level sales and marketing managers on "Rural Marketing and Distribution Management".