Faculty Details

Name : Pratik Modi

E-Mail : pratik@irma.ac.in

Designation : Associate Professor

Primary Areagroup(s) : Marketing

Secondary Areagroup(s) : General Management - Strategy & Policy

Address : B - 7, IRMA Campus, Institute of Rural Management, ANAND Gujarat

Phone : (O) 221625 (R)

Current Areas of Interest : Market Orientation; Internal Market Orientation; Strategic Organizational Orientations; Sustainability Behavior, Social-Nonprofit-Rural Marketing; CSR

  • Profile Summary
  • 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 interests are strategic organizational orientations, 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, International Journal of Rural Management, 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 the member of the editorial team for the Journal of Research Practice (Athabasca University Press, Open Access Journal, http://jrp.icaap.org/). In the last three years, I have completed consulting and training programmes for Government of Sikkim, Tata Motors, JK Lakshmi Cement, Orient Cements, National Dairy Development Board, MP State Cooperative Dairy Federation and other organizations. My email: pratik@irma.ac.in 


    FPRM (Doctoral Education), Institute of Rural Management Anand 

    MBA (Marketing), Sardar Patel University, Gujarat 

    Research Publications:

    Pratik Modi and Gurjeet Kaur (2017) “Toward a Greater Understanding of the Market Orientation and Internal Market Orientation Relationship”, Journal of Strategic Marketing. [ABDC – A-rated journal, ABS – 2*] http://dx.doi.org/10.1080/0965254X.2017.1318943

    Pratik Modi and Gurjeet Kaur (2017) “The Meaning and Relevance of Internal Market Orientation in Nonprofit Organisations”, The Service Industries Journal. [ABDC – B-rated journal, ABS – 2*, Impact factor 1.17] https://doi.org/10.1080/02642069.2017.1376660

    Ramendra Singh, Pratik Modi, Vaibhav Gupta, and Arindam Sur (Forthcoming) “Digital Empowerment Foundation's Chanderiyaan Project: Linking the Poor Producers with the Market Using ICT”, Emerald Emerging Markets Case Studies

    Sianne Gordon-Wilson and Pratik Modi (2015) “Personality and Older Consumers’ Green Behaviour in the UK”, Futures, 71 (August), 1-10. (doi:10.1016/j.futures.2015.05.002) [ABDC – B-rated journal, ABS – 2*, Impact factor 1.03]. https://doi.org/10.1016/j.futures.2015.05.002

    Ramendra Singh, Sharad Agarwal, and Pratik Modi (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. (doi: 10.1177/0973005215599280)

    Pratik Modi (2012), “Rural Marketing: Marketing to the Rural, Poor, or Disadvantaged Consumers (Guest Editorial to the Special Issue)”, International Journal of Rural Management, 8 (1/2), 3-5. (doi:10.1177/0973005212462115)

    Pratik Modi (2012), “Measuring Market Orientation in Nonprofit Organizations”, Journal of Strategic Marketing, 20 (5), 447-460. [ABDC – A-rated journal, ABS 2*] http://www.tandfonline.com/doi/full/10.1080/0965254X.2012.689991  

    Pratik Modi (2012), “Market Orientation in Nonprofit Organizations: Innovativeness, Resource Scarcity, and Performance”, Journal of Strategic Marketing, 20 (1), 55-67. [ABDC – A-rated journal, ABS – 2*] http://www.tandfonline.com/doi/full/10.1080/0965254X.2011.628405

    Pratik Modi and Debiprasad Mishra (2010), “Conceptualising Market Orientation in Nonprofit Organisations: Definition, Performance, and Preliminary Construction of a Scale," Journal of Marketing Management, 26 (5-6), 548-569. [ABDC – A-rated journal, ABS 3*] http://www.tandfonline.com/doi/full/10.1080/02672570903485113

    Pratik Modi (2009), “Rural Marketing: Its Definition and Development Perspective,” International Journal of Rural Management, 5 (1), 91-104. (doi: 10.1177/097300520900500105)

    Pratik Modi (2008), "Vanraj Mini-Tractors: Is Small Beautiful?," Asian Case Research Journal, 12 (2), 141-160. (doi: 10.1142/S0218927508001035)

    Pratik Modi, Debiprasad Mishra, Hariom Gulati, and K. Murugesan (2009), "Uttarakhand Cooperative Federation: Can It Help the Horticulture Farmers?," Vision-The Journal of Business Perspective, 13 (2), 53-61. (doi: 10.1177/097226290901300206)

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Contact: 02692-260391,260181 Fax: 02692-260188
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