School of Management Faculty

Prof. (Dr.) Smitha Viswanathan Girija

Dean & Professor, School of Management, GD Goenka University

Qualification: B.Sc - Mathematics, Master of Business Administration, PhD in Marketing

College/University: Calicut University, Kerala, University of Kerala, Acharya Nagarjuna University, Andhra Pradesh

Introduction: Dr. Smitha Girija is a Professor of Marketing with over 20 years of experience in Teaching, Research, and Academic Administration.

Dr. Smitha Girija is a Professor of Marketing with over 20 years of experience in Teaching, Research and Academic Administration. Over these years she has held various leadership roles such  as Director of Business Schools, Dean Academics and Chairperson Executive Education .  Her primary areas of interest are Consumer Behaviour, Retail Management and Innovation Management. She offered specialized MOOCs in Marketing and Innovation on SWAYAM.  She has also been offering full-credit courses as an international visiting professor at ISM University of Applied Sciences, Germany. 

She is an equally passionate researcher and has several publications and case studies in reputable journals to her credit. She has also worked closely with industry in the learning and development space and has led many MDPs for working professionals of both Public and Private sector organizations. She is also a member of SAQS Peer Review Team and has been associated with accreditation audits steered by Association of Management Development Institutions in South Asia (AMDISA).

Research Publications:
• Girija, S., Sharma, D. R., Yeediballi, T., & Sriramneni, C. (2023). Factors influencing the intention to use co-working spaces in emerging markets: an analytic hierarchy process approach. Property Management, Emerald Insight

• Sharma, D. R., & Girija, S. (2023). An investigation of factors influencing student satisfaction with MOOCs in the Indian higher education system. International Journal of Business Information Systems, 43(4), 443-464.

• Girija, S., Sharma, D.R. and Kaushal, V. (2022), "Exploring dimensions of the customer experience at budget hotels during the COVID-19 pandemic: a netnography approach", Qualitative Market Research, Emerald Insight

• Sharma D, R, Girija S and Merugu P, (2022), "Mediating role of Perceived Health Risk on Customer Experience and Customer Satisfaction: Evidence from the Airline Industry in India during COVID-19", Int Journal of Global Business and Competitiveness, Springer Nature

• Chabbra S and Girja S; Communicating Bad News of COVID-19: An Empirical Study of Patient's preference in India, Health Marketing Quarterly, Taylor & Francis, 2021 

• Girija S and Sharma D; Antecedents and consequence of Customer Engagement: A study of users of Food-Delivery Applications, South Asian Journal of Management, Sage, 2021, Vol 27, No 4, pp 74-95

• Girija S and Sharma D; A conceptual model of customer engagement through mobile applications in India, Inderscience, International Journal of Indian Culture and Business Management, 2018 Vol.17 No.3, pp.307 – 320

• Smitha Girija ‘Importance of International and National Partnerships for Management Schools’, Business Digest, pp 18, Nov 2018

• Malik A, Kumra R and Girija S; Gaming Dependency among Indian adolescents: A phenomenological study, Inderscience, International Journal of Indian Culture and Business Management, 2016 Vol.12 No.3, pp.361 – 375

• Malik A, Kumra R and Girija S; Risk Factors for Pathological Gaming among Adolescents, Working Paper Series, Bradford University, School of Management, Working Paper No 13/03, December 2013

• Girija S, Factors Influencing the buying behavior of organised Retail customers in Visakhapatnam, Indian Journal of Marketing, Volume 42, Issue 12, December 2012

• Girija S, Will Kirana shops survive the tide of Organised Retailing in Emerging Cities of India, Edge, 2012

• Girija S, Retail Invasion In India: Its Impact On Kirana Stores, ANU Journal of Commerce & Management, Vol. 1(1): 2009

• Girija S, Consumer Behaviour In Cellular Network Market: A Study Of Tier II Cities In Andhra Pradesh, VSN Journal of Management, Vol. 2, No. 1, Jan- June 2008

Books and Book Chapters and Case Studies
• Rajeev Kumra, Anjali malik and Smitha Girija; Wingreens Farms: Sustainable Growth, Ivey Publishing, 9B17A068

• Smitha Girija; Managing Acceptability – Chotukool, Hosted on SWAYAM as a part of the online module Marketing and Innovation, 2019

• Smitha Girija; Managing Awareness: Patanjali Ayurved Private Limited, Hosted on SWAYAM as a part of the online module Marketing and Innovation, 2019

• Smitha Girija; Rethinking Management education in the Pandemic Era- “COVID-19 Pandemic - Challenges for Management Education”, AMDISA, ISBN No. 978-81-954548-1-5

• Smitha Girija and Devika Rani Sharma; Customer Experience by Design or by Accident – Crafting Customer Experience Strategy: Lessons from Asia- Emerald, 2021, ISBN - 9781839097119

• Smitha Girija and Vandana Srivastava; A framework for Supply Chain Leadership in Emerging Markets, Supply Chain leadership in Emerging Markets, - Leadership strategies for global supply chain management in Emerging Markets - IGI Global, May 2020. ISBN - 9781799828679

• Smitha Girija; Impact of Organised Retailing on Unorganised Retailing in India, Lambert Academic Publishing, ISBN – 978-3-659- 36475-4, 2013

• Smitha Girija and Asha Chauhan; Exploration of potential gender differences in pestering strategies of children in India, Chapter in Emerging Paradigms in Marketing, Kunal
Publishers, 2012