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Vibhas Amawate

Associate Professor Ph.D, IIM Kashipur

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  +91 364 2308071

Research Interests/ Areas

Relational Management, Online Brand Communities,, Design Thinking, Entrepreneurship

Teaching Interest / Areas

Business to Business Marketing, Sales Management, Services Marketing, Product Management, Market & Business Research, Social Marketing

Consultancy Interest / Areas

CSR Audit, Evaluation Studies, Entry Market Strategy Development

Dr. Vibhas Amawate has around two decades of academic and corporate experience. He has taught on a range of areas of marketing, with specialization in societal marketing and consumer insights. He has published in top ranked international academic journals in the area of societal marketing. At present he is an Associate Professor of Marketing at IIM Shillong.

Dr Vibhas Amawate is a Doctorate from IIM Kashipur, Associate Professor in Marketing, IIM Shillong. He has held academic and corporate roles in a career spanning around three decades at LG Electronics and Kantar Group (WPP). He has been a visiting faculty at leading Indian Business Schools – IMT Ghaziabad (2003-2009), FMS Delhi, MDI, IIM Calcutta (2022,2023).

Research and Publications

  • Amawate, V. (2023). Adoption of digital platforms by sponsoring organisations and NPOs for cause-related B2B marketing programs: a fsQCA exploration. Journal of Business & Industrial Marketing (ABDC A)
  • Amawate, V., & Deb, M. (2021). Post-acquisition brand identity: acquisition of Flipkart group by Walmart Inc. Emerald Emerging Markets Case Studies; vol.11 no.2, pp.1-21.
  • Amawate, V. (2021). Time Lost forever: Relational bonds of watch manufacturers with retailers in India. Journal of Distribution Science; Vol. 19 no.5, ppp.23-34.
  • Amawate, V., & Deb, M. (2019). Antecedents and consequences of consumer skepticism toward cause-related marketing: Gender as moderator and attitude as mediator. Journal of Marketing Communications, 1-22. (ABDC – B)
  • Amawate, V., Deb, M., & Manchanda, M. (2019). Cause-Related Marketing and Its Impact on Buying Intention. Theoretical Economics Letters, 9(6), 2139-2151. (ABDC – B)
  • Amawate, V., & Deb, M. (2019). Cause Related Marketing and Customer Skepticism: A Study of Situational and Psychological Scepticism. Theoretical Economics Letters, 9(04), 834. (ABDC – B)
  • Deb, M. & Amawate, V. (2019). Extending the knowledge on cause-related marketing (CRM) campaign with focus on scepticism. VINE Journal of Information and Knowledge Management Systems (ABDC – B).
  • Deb, M., Sharma, V. K., & Amawate, V. (2020). CRM, Skepticism and Patronage Intention—the mediating and moderating role of satisfaction and religiosity. Journal of Strategic Marketing, 1-21. (ABDC – A).

He is a reviewer for several international journals and case study publications. His research interests include societal marketing, product innovation, B2B relationship management, management sciences and social network analysis.

A market entry strategy consultant to clients in the domains-IT, telecom, consumer durables, FMCG, auto-components, consumer services, business services and agri-business. Also has extensive experience of working with governmental bodies in policy formulation in E- Governance and Telecom.