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Bipul Kumar

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Name
Bipul Kumar
Qualification
B. Sc. Engineering (Civil), Executive PGP (IIM Indore), FPM (IIM Ahmedabad)
Contact No.
+91
Email
bipulk@iimidr.ac.in
Curriculum Vitae
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Bipul Kumar is a Professor of Marketing at the Indian Institute of Management Indore. He is a PhD from the Indian Institute of Management Ahmedabad. His teaching and research interests are in the area of Business-to-Business Marketing, Sustainability, and Green Marketing. He uses Meta-analysis, Bibliometric analysis, Text analysis, and Netnography as the research methodologies. He is currently the Deputy Editor of the Journal of Global Marketing and was also on the editorial review board of the Journal of Business Research. He has industry experience in the oil & gas, as well as in the energy sector.

Publications in ABDC-listed journals:

  • Jha, S., & Kumar, B. (2025). Understanding collaborative consumption behavior in the context of car-sharing: an ethical perspective and empirical analysis. Journal of Consumer Marketing, 1-21. (ABDC – A)
  • Kripalani, M., Gajjar, H., & Kumar, B. (2025). Implementing Extended Producer Responsibility in Organizations: A Bibliometric Review. Business Strategy and the Environment, 34(3), 3141-3176. (ABDC – A)
  • Vatavwala, S., Kumar, B., Sharma, A., Billore, A., & Sadh, A. (2022). Customer disengagement in business-to-business markets: A framework for analysis. Industrial Marketing Management, 105, 114-130. (ABDC – A*)
  • Kumar, B., & Sharma, A. (2022). Examining the research on social media in business-to-business marketing with a focus on sales and the selling process. Industrial Marketing Management, 102, 122-140. (ABDC – A*)
  • Kumar, B., Bagozzi, R. P., Manrai, A. K., & Manrai, L. A. (2021). Conspicuous Consumption: A Meta- Analytic Review of Its Antecedents, Consequences, and Moderators. Journal of Retailing. (ABDC – A*)
  • Kumar, B., & Sharma, A. (2021). Managing the supply chain during disruptions: Developing a framework for decision-making. Industrial Marketing Management, 97, 159-172. (ABDC – A*)
  • Kumar, B., Sharma, A., Vatavwala, S., & Kumar, P. (2020), Digital Mediation in Business-to-Business Marketing: A Bibliometric Analysis. Industrial Marketing Management, 85, 126-140. (ABDC – A*)
  • Kumar, B., & Dholakia, N. (2020). Firms enabling responsible consumption: a netnographic approach. Marketing Intelligence & Planning. (ABDC – A)
  • Kumar, B., Srivastava, H. S., & Singh, G. (2020). Consumers’ intention to use environment-friendly ethical transportation medium: A conceptual framework and empirical evaluation. Transportation research part F: traffic psychology and behaviour, 70, 235-248. (ABDC – A)
  • Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study.  Journal of Retailing and Consumer Services, 34, 1-9. (ABDC – A)
  • Kumar, B., Dholakia, N., & Dangwal, P. (2025). Exploring enablers of pro-sustainability behaviors of top management in a global context. Journal of Global Marketing, 38(1), 59-79. (ABDC – B)
  • Lim, W. M., Lascu, D., Gandhi, S., Kumar, B., Mady, T., Sun, Q., & Manrai, A. K. (2024). Crafting excellence: Publication tips from the editors of Journal of Global Marketing. Journal of Global Marketing, 37(5), 353-356. (ABDC – B)
  • Kumar, B., Manrai, L. A., & Manrai, A. K. (2017). A Conceptual Framework to Understand Responsible Consumption Behavior, in LA – Latin American Advances in Consumer Research, MN: Association for Consumer Research, 24-25. (ABDC – B)
  • Bhaskar, K., & Kumar, B. (2019). Electronic waste management and sustainable development goals: Is there a business case for linking the two?. Journal of Indian Business Research. 11(2), 120-137. (ABDC – C)

Publications in non-ABDC listed journals:

  • Kumar, S., Tripathi, V. R., Vikram, S., Kumar, B., & Garg, S. K. (2018). Characterization of MAR and heavy metal-tolerant E. coli O157: H7 in water sources: a suggestion for behavioral intervention. Environment, Development and Sustainability, 20(6), 2447-2461. (SJR – Q2)
  • Kumar, B., & Bhaskar, K. (2016). Electronic Waste and Sustainability: Reflections on a Rising Global Challenge. Markets, Globalization & Development Review, 1(1), 1-13.
  • Kumar, B. & Sinha, P.K. (2016). Understanding expenditure on different commodity groups in Indian households: emerging patterns and policy implications.  International Journal of Indian Culture and Business Management, 13(1), 76–92.
  • Kumar, B. (2016). Factors affecting adoption of green products among youths: a conceptual framework based on evidence from India. International Journal of Indian Culture and Business Management, 13(1), 111–126.

Book Chapters

  • Vatavwala, S., Kumar, B., & Sharma, A. (2023). Enhancing Upselling and Cross-selling in Business-to-Business Markets: The Critical Need to Integrate Customer Service and Sales Functions. Customer-Centric Support Services: The Next Frontier for Competitive Advantage in the Digital Era. McMillan: UK.
  • Kumar, B. (2018). Sustainability Marketing and Its Outcomes: A Discussion in the Context of Emerging Markets. In Strategic Marketing Issues in Emerging Markets (pp. 327-341). Springer, Singapore.
  • Kumar, B., & Dholakia, N. (2016). Toward Pro-Sustainability Actions: A Macro-Behavioral Perspective, in Naresh K. Malhotra (ed.) Marketing in and for a Sustainable Society, Review of Marketing Research, Volume 13, Emerald Group Publishing Limited, pp.169 – 192. (SJR – Q2)

Registered Working Papers

  • Kumar, B. (2012). Theory of Planned Behaviour Approach to Understand the Purchasing Behaviour for Environmentally Sustainable Products. W.P. No. 2012-12-08, R&P, IIM Ahmedabad.
  • Kumar, B., Sinha, P. K., Shukla, P. R., & Abhishek (2013). Broadening the Concept of Sustainability and Measuring its Impact on Firm’s Performance. W.P. No. 2013-08-01, R&P, IIM Ahmedabad.

 Case, Teaching Notes & Teaching Exercise

  • Vatavwala, S. & Kumar, B. (2024). Who VR: Creating an Immersive Technology–Based Brand. Ivey ID: W39257, Canada: Ivey Publishing.
  • Harshvardhan & Kumar, B. (2021). Invento Robotics: Launching humanoid robots. Ivey ID: 9B21A019, Canada: Ivey Publishing.
  • Harshvardhan & Kumar, B. (2021). Teaching Note: Invento Robotics: Launching humanoid robots. Ivey ID: 8B21A019, Canada: Ivey Publishing.
  • Kumar, B. (2018). Jakson: Evolution of a Brand. Ivey ID: 9B18A041, Canada: Ivey Publishing.
  • Kumar, B. (2018). Teaching Note: Jakson: Evolution of a Brand. Ivey ID: 8B18A041, Canada: Ivey Publishing.
  • Kumar, B. (2017). Case Analysis: Shradhanjai.com, published by Sage Publications in Vision, 21(3)1–3 (DOI: 10.1177/0972262917717522).
  • Kumar, B., & Abhishek (2016). B2B Segmentation exercise. Registered with IIM Ahmedabad case centre. Reference No: MAR0479EX.