JBS Faculty

Name : Dr. Vandana Ahuja
Qualifications : PhD.(Management), M.B.A., BSc.
Work Experience : 16 years
Research Interests : Marketing, Customer Relationship Management, Digital Marketing, Internet Marketing, Ecommerce, Social Media, Corporate Branding

Biography

Dr. Vandana Ahuja has over 16 years of experience across the corporate sector and academia. She is the author of the book on Digital Marketing - published by Oxford University Press. She has worked with the Jaypee Group, in the Bhartiyavidya Group and NIIT, India where she was responsible for Business Development and Marketing for Corporate Training Programmes. She has been actively researching the domain of the collaborative web, with focus on its contributions to the fields of Marketing and CRM and has several years of research experience. She has published several manuscripts in International and National Journals. Her research work has found place in the curriculum being offered by the Digital Marketing Institute, Middlesex, UK. She also serves on the Editorial Board of several International Journals and Books. At Jaypee Business School, she is the Area-Chair, Marketing and teaches Sales and Distribution Management, Social Media and E-Marketing, and B2B Marketing. Dr. Ahuja is the convenor of the International Conference on Advances in Management and Technology 2015, jointly organised by the Jaypee Business School in association with the University of Nebraska, Omaha, USA.

Interest Area(s)

-           Digital Marketing

-           Sales and Distribution Management

-           Social Media and EMarketing

-           Marketing Communications

-           Online Marketing and Sales

-           B2B Marketing

-           IT Product Marketing and Sales

Research Guidance

Research area: "A study of corporate blogs as tools for supporting Interactive Marketing and CRM".

Completed PhD guidance for 3 research scholars and published in several International and National Journals.

Publications

International Journals

  1. Ahuja V., Medury Y., “Corporate Blogs as ECRM tools-Building consumer engagement through content management ”, Journal of  Database Marketing and Customer Strategy Management, Palgrave-Macmillan Journals, ISSN-1741-2439, Vol. 17, 2, 91-105, 2010.
  2. Ahuja V., Medury Y., “CRM in a Web 2.0 world-Using Corporate Blogs  for campaign management ”, Journal of  Direct, Data and Digital Marketing Practice, Palgrave-Macmillan Journals, ISSN-1746-0166, Vol. 12, No. 1, pp. 11-24,2011.
  3. Alavi, S., Ahuja V. and Medury Y.,An empirical approach to ECRM –Increasing   consumer trustworthiness using online product communities”, Journal of Database Marketing and Customer Strategy Management, Palgrave-Macmillan Journals, ISSN-1741-2439, volume 18,2 p.p 83-96, July 2011
  4. Sinha, N., Ahuja, V., Medury Y., “Corporate Blogs and Internet Marketing-Using consumer Knowledge and emotion as strategic variables to develop consumer engagement”,Journal of  Database Marketing and Customer Strategy Management, Palgrave-Macmillan Journals, ISSN-1741-2439,2011.
  5. Ahuja V., Medury, Y., “Corporate Blogs as tools for consumer segmentation-using cluster analysis for consumer profiling” Journal of Targeting, Analysis and Measurement for Marketing, Palgrave Macmillan, PP. 173-182,Vol.19, ISSN: 0967-3231, 2011
  6. Alavi, S., Ahuja V. and Medury Y, “Using Metcalf Law for Operational, Analytical and Collaborative CRM”, Journal of Targeting, Analysis and Measurement for Marketing, Palgrave Macmillan,2012.
  7. V. Ahuja, “Market Influence Analytics in a Digital Ecosystem”, International Journal of Online Marketing, IGI Global Publications, pp. 42-53, ISSN-2156-1753, Vol.2, No.4, 2012
  8. N.Jain, V.Ahuja, "Internet Marketing and Consumers Online: identification of website attributes catering to specific consumer intents in a digital paradigm" International Journal of Online Marketing, IGI Global Publications, pp. 69-81, ISSN-2156-1753, Vol.2, No.3, 2012.
  9. N.Jain, V.Ahuja, Websites and Internet Marketing- Developing a model for measuring a website's contribution to the brand, International Journal of Online Marketing, IGI Global Publications, pp. 69-81, 2013
  10. S. Alavi, V. Ahuja, “E-Commerce in a Web 2.0 World: Using Online Business Communities to Impact Consumer Price Sensitivity”, International Journal of Online Marketing, IGI Global Publications, ISSN-2156-1753,Vol. 3, No. 2, p.p 38-55, April-June 2013
  11. Sinha, N., Ahuja, V. And Medury Y., “Corporate Blogs-A Web 2.0 approach to increase Consumer Brand Knowledge”, International Journal of Business Economics and Management Research, ISSN: 2229-4848, Vol.2, Issue 3, March, 2011.
  12. Bhat, S. K., Pande, N., & Ahuja, V.  Factors Impacting Effectiveness in Virtual Teams. International Journal of Virtual Communities and Social Networking (IJVCSN), 6(3), 57-67. doi:10.4018/ijvcsn.2014070103 2014.
  13. Sindhwani,P. and  Ahuja, V. A Study of Online Co-Creation Strategies of Starbucks Using Netnography. International Journal of Online Marketing (IJOM) 4.1 (2014): 39-51, 2014
  14. Rathore, S., V.Ahuja, V. Examining the impact of Emotional Intelligence on Organizational Role Stress: An empirical study of the Indian IT sector. International Journal of Human Capital and Information Technology Professionals, Volume 6, Issue 1, pp.51-63,2015
  1. Ahuja, V. Development of an Optimal Solution for Digital Marketing Variables in an Online Tool, International Journal of Digital Marketing and Advertising, Volume 9, No.1,pp.49-65, 2015
  2. Agarwal, N., Pande, N., & Ahuja, V. Twirl of Dexterity: A Gamut to Prevail in the Current Times in the Information Technology Industry. International Journal of Human Capital and Information Technology Professionals (IJHCITP), Volume 5, Issue 1, pp.65-84, 2014.
  3. Agarwal, N., Pande, N., & Ahuja, V.  Expanding the Kirkpatrick Evaluation Model-Towards more Efficient Training in the IT Sector. International Journal of Human Capital and Information Technology Professionals (IJHCITP), Volume 5, issue 4, pp.19-34 ,2014.

18. Bhardwaj, P., Adhikari, R. S., & Ahuja, V. An Analytical Study of the Facebook             Content Management Strategies of Dominos India. International Journal of     Customer Relationship Marketing and Management (IJCRMM), 5(1), 64-78. 

19. Alavi, S., & Ahuja, V.  Digital Marketing Analytics: The Web Dynamics of          Inside Blackberry Blog. International Journal of Innovation in the Digital Economy        (IJIDE), 5(4), 50-65. doi:10.4018/ijide.20141001049, 2014.

20. N. Agarwal, & V. Ahuja, Creation of Training Chart-A Step Forward to make             Training more Effective, International Journal of Service Science, Management, Engineering &Technology (IJSSMET), IGI Global Publications, ISSN 1947-959X,            Vol. 5(2), p.p 1-19, 2014

National Journals:

  1. N. Jain, V. Ahuja, Effective Web Management for B2C E-Commerce in India” , Metamorphosis: A Journal of Management Research. Issue No.1, January-June, 2013, Vol. 12
  2. Alavi, S., Ahuja V. and Medury Y., “ECRM using Online Communities”, The IUP Journal of Marketing Management, Vol. X, No. 1 p.p 35-44, ISSN 0972-6845, Feb 2011.(Indexed in SSRN, Proquest, Ebsco).Abstract further published in Economics of Networks e Journal Sponsored by Networks, Electronic Commerce and Telecommunications (“NET”) Institute, New York University, Vol.3, No. 75: May 2011.
  3. Sinha, N., Ahuja, V. And Medury Y., “Consumer Segmentation Using Cluster Analysis on Consumer Brand Association Scores”, Journal of Global Information and Business Strategy,Vol 2, Number 1, p.p. 1-14, ISSN: 0976-4925, Dec 2010.
  4. Sinha N., Ahuja V. and Medury Y., “Effective Brand Management through Consumer Profiling”, IUP Journal of Brand Management, ISSN: 0972-9097 December, 2010.
  5. Sinha N., Ahuja V. and Medury Y., “Consumer Profiling for Effective Targeting”, ICFAI, Marketing Mastermind, Vol X, ISSN: 0972-5156, July 2010.
  6. Alavi, S., Ahuja V. and Medury Y., “Collaborative CRM and Customer Experience      Management(CEM)”, Journal of Global Information and Business Strategy, Vol. 2 No. 1 p.p 84-95, ISSN 09764925, Dec  2010.
  7. Ahuja, V., Medury Y.,"Driving loyalty in a virtual world-building participation and harnessing collaborative intelligence", ICFAI Business Executive, ICFAI University Press, pp.32-35, 2009.
  8. Ahuja, V., "Adding Value to Customer Relationships through Corporate Blogs", Indian Journal of Marketing, Volume XXXVIII No.2, February 2008.

  National Conferences

  1. Sinha, N., and Ahuja, V., “Knowledge Discovery from Databases-Extracting Actionable Information for Brands”, National Conference on Effective Management: Emerging Issues and Future Prospects, March 2011.

 International Conferences:

  1. Alavi, S., Ahuja V., and Medury Y.,“Internet Marketing-Applying Metcalf Law for identifying consumers with high Individual Network Value through business online communities”, International conference on Facets of Business Excellence, Institute of Management Technology ,Ghaziabad ,October 2011.
  2. Sinha, N., Ahuja, V. And Medury Y., “Consumer Brand Knowledge as a Premise for Consumer Segmentation using Clustering Technique”, International Conference on Practice and Research in Management, Dayalbagh Educational Institute, Agra, February 2011.
  3. Sinha, N., Ahuja, V. And Medury Y., (2010), “Brand Management-A Study Of Consumer Association Of Brands With Corporate Brand Identity” Paper Presented At Second International Conference On Brand Management, 8-9 January, The Institute Of Management Technology, Ghaziabad. (Abstract published in proceedings).
  4. Sinha, N., Ahuja, V., and Medury Y., “Mapping Consumer Brand Knowledge using Corporate Blogs”, Indian Marketing Summit, Birla Institute of Management and Technology, 2011.
  5. Sinha, N., Ahuja, V., and Medury Y., “Cluster Analysis for Consumer Segmentation-Using a Brand Customer centricity calculator”, International Conference on Management Practices and Research, Apeejay School of Management, 2010.(Abstract published in proceedings, ISBN:978-81-906991-1-2.
  6. Alavi, S., Ahuja V., and Medury Y.,”Building Participation, Reciprocity and Trust – A Netnography of an Online Community of Apple-Using regression analysis for prediction”, International Conference on  Management Practices and Research, Apeejay School of Management, Proceedings , p.p 19, ISBN 978- 81-906991-1-2, 2010. 
  7. Alavi S., Ahuja V., and Medury Y., “Customer Relationship Management in Organizations   through Online Communities”, Indian Marketing Summit, Birla Institute of Management and Technology, 2011.
  8. Ahuja, V., Medury Y., "Interactive Marketing Communication tools for managing customer relationships", International Conference on Technology and Innovation in Marketing, Institute of Management Technology, Ghaziabad, April, 2008. Paper published in book on conference proceeds-Technology and Innovation in Marketing, pp. 137-146, Allied Publishers.
  9. Ahuja, V., "Datamining Consumer Generated Media", International Conference on Database Management, Institute of Management Technology, Ghaziabad,  2008.
  10. Ahuja, V., "Web 2.0 and its impact on BTL Marketing", International Conference on BTL Marketing, Jaipuria Institute of Management, Noida,2006.

Book Chapters

  1. V. Ahuja, “The Newage E-enterprise: Internet based Collaboration, Innovation and co-creation, Organizations and Social Networking: Utilizing Social CRM to Engage Consumers, IGI Global, 2013.
  1. V. Ahuja, “Technology and Business-A Comparitive Analysis of functionalities of Salesforce.com, mySAP.com and SiebelCRM, “Cultural and Technological Influences on Global Business”, IGI Global, 2013.

Invited Sessions and MDPs conducted-

  1. Invited to conduct a session in the Management Development Program organized by Marcus Evans for Corporate Executives on “Achieving Business Excellence through an integration of information, people, policies, processes and technology strategies”.

Session conducted- "Social Media and the Customer Relationship"   Customer Relationship Management Forum, Le Meridien , Mumbai,  2007.

  1. Invited to Co-chair track on "Bringing Innovations to Market Strategies and Organizational Issues", International Conference on Technology and Innovation in Marketing, Institute of Management Technology, Ghaziabad, 2008.
  2. Invited to conduct a session on  “Social Media-The Road Ahead’’, for the Working Managers Program(WMP) at IIM Lucknow, 2015.
  3. Conducted a Management Development Program on Gaining Competitive Edge through better Marketing and Sales Planning for Jaypee Hotel employees at Jaypee Greens, Noida, 2015.
  4. Invited as Guest Speaker in the Global Partner’s Conclave, organised by Institute of Management Technology, Ghaziabad, 2015                                           

Conferences Organised-

  • Organised a conference on Social Media and EMarketing, at the Jaypee Business School, Noida, as Co-chair, in 2013-14.
  • Convenor of the International Conference on Advances in Management and Technology, being organised by JBS and the University of Nebraska, Omaha, USA, 2015

Editorial Advisory and Review:

  • Member-Editorial Advisory Board-IGI Global, Cultural and Technological Influences on Global Business, 2012.  
  • Member-Editorial Advisory Board-IGI Global, Transcultural Marketing for Incremental and Radical Innovation, 2012.                  
  • Member-Editorial Advisory Board-IGI Global, Economic Behavior, Game Theory, and technology in Emerging Markets, 2012.
  • Member of Editorial Review Board of International Journal of Business Research and Development (ISSN 1929-0977).
  • Guest Editor: Special Conference issue on Social Media and EMarketing (March,2014)-International Journal of Logistics Economics and Globalisation, Inderscience.
  • Guest Editor: Special Conference issue on Social Media and EMarketing (June,2014)-International Journal of Online Marketing, IGI Global Publications.
  • Guest Editor: Special Conference issue on Social Media and EMarketing (June,2014)-International Journal of Virtual Communities and Social Networking.
  • Guest Editor: Special Conference Issue on Advances in Management and Technology (2016)-International Journal of Management Practice, Inderscience.
  • Guest Editor: Special Conference Issue on Advances in Technology and Management (2016)-International Journal of Information Technology and Management, Inderscience

Miscellaneous:

  • Member, Advisory Council, (2008), Customerthink Corp., U.S.A(formerly crmguru.com)-The Global Thought Leader in Customer Centric Business Strategy, by virtue of being a Top 25 author on the forum, for CRM.
  • Invited to Co-chair track on "Bringing Innovations to Market Strategies and Organizational Issues", International Conference on Technology and Innovation in Marketing, Institute of Management Technology, Ghaziabad, April, 2008.
  • Attended an MDP on “Branding in the digital ecosystem” at  India International centre, India Habitat, organized by The Apeejay School of Management, Delhi in December, 2010.
  • Organized a one day event on Customer Relationship Management and Marketing  in a digital ecosystem, under the theme-“Emerging Trends in Business and Information Management” on 19th Nov, 2011, Guests from corporate sector and academia were invited.
  • Attended an FDP on Research Methodology and SPSS, 29-30 June, 2012, Birla Institute of Technology, Noida.
  • Attended a workshop on Digital Marketing for Educational Institutes (for exposure to new technologies being used by B-Schools), organised by HTCampus in association with Google, at Pragati Maidan, 2014.
  • Faculty Representative for JBS Admissions, 2015.