Home

Biography

Personal Details:

Saravana Jaikumar is an Associate Professor of Marketing at the Indian Institute of Management Calcutta. His research sits at the intersection of data-driven marketing, business analytics and consumer welfare, with a focus on emerging markets and digital transformation. He has twenty-four refereed journal articles, fourteen of them in ABDC A* or A outlets, including the Journal of Marketing (FT50, UTD24). He works with field experiments, quasi-experiments, event studies and choice modelling, to examine how regulation, market design and digital platforms shape consumer and firm outcomes. Recurring themes in his work are pharmaceutical price regulation and access to medicines; conspicuous consumption and income inequality; marketplace literacy at the base of the pyramid; ICT-enabled development; and consumer response to AI and digital assets. His research has been catalogued by the United States Library of Congress and informed Chapter 4 of the Economic Survey of India 2019-20. It has been funded by the Stigler Center at Chicago Booth, the Department of Science and Technology, the Global Development Network and the Ministry of Housing and Urban Affairs, and recognised with the PRME Faculty Excellence in Research Award. He teaches marketing and business analytics, AI and machine learning applications, marketing research and digital transformation across the MBA, MBAEx, PGDBA and doctoral programmes at IIM Calcutta.

Contact Details:

M-310 New Academic Block, IIM Calcutta, D H road, Joka, Kolkata 700104

Website:

saravanajaikumar.com

Academics

Academic Background:

• Ph.D. (FPM – Marketing), Indian Institute of Management Ahmedabad. Year I: 3.31 (top quartile); Year II: 3.592 (A)
• Master of Business Administration, Cardiff Business School, United Kingdom. Distinction (71%); University Gold Medalist
• B.E. (Mechanical Engineering), PSG College of Technology, Anna University. Distinction (8.63/10)

Courses Taught:

Degree programme courses

• AI/ML Applications in Marketing. MBAEx elective. Student feedback: 6.65/7
• Applied Marketing Research. PGDBA elective. Student feedback: 6.85/7
• Marketing Research. MBAEx elective. Student feedback: 6.64/7
• Marketing Management: Strategic Issues. MBAEx core. Student feedback: 6.57/7
• Marketing Management II. MBA Year I core. Student feedback: 6.56/7
• Digital and Social Media Marketing. MBAEx elective. Student feedback: 6.50/7

Executive education programmes

• 2024 – present: Programme Director and Main Faculty, Advanced Programme on AI for Leaders
• 2025 – present: Programme Director and Main Faculty, Advanced Programme on Digital and AI Driven Marketing
• 2024 – present: Programme Director, Executive Programme on Global Business Management (Open)
• 2022 – present: Programme Director and Main Faculty, Advanced Programme on Digital Marketing Strategy – AI, Dubai
• 2018 – present: Programme Director and Main Faculty, Executive Programme on Digital and Social Media Marketing Strategy
• 2021 – 2024: Programme Director, Executive Programme on Sales and Marketing (Open)
• 2020 – 2023: Programme Director and Main Faculty, Advanced Programme on AI Powered Marketing
• Customised in-company programmes on digital marketing, AI and marketing analytics: TATA AIA Insurance, Niva Bupa, ITC India, Zee TV Dubai, Edelweiss Tokio, Axis Bank and Analytix.
• Custom faculty programmes for NCHMCT, Delhi on hospitality management: digital and social media marketing; revenue management and pricing strategy.
• Management development programmes: Digital Marketing for Business Growth; AI and Machine Learning Applications in Marketing; Strategic Brand Management.

Awards:

• 2024: Faculty Excellence in Research Award, PRME (Principles for Responsible Management Education, a UN initiative), India Chapter, hosted by SPJIMR, 5 December 2024.
• 2012: Award for Academic Excellence in First Year PGP, IIM Ahmedabad – top quartile.
• 2007: Sir Julian Hodge Prize – ranked 1 of 425 for best overall performance in taught MBA courses, Cardiff Business School (University First).
• 2007: Sir Julian Hodge Prize – best performance in the Information and Control module, MBA.
• 2007: Sir Julian Hodge Prize – best performance in the Managerial Finance elective, MBA.

Consulting Interests:

• Advise government bodies, large corporations and technology start-ups on AI and analytics adoption, digital marketing, pricing and revenue management, and data-driven operations transformation.
• Public sector: impact assessment of the Smart Cities Mission on tourism for the Ministry of Housing and Urban Affairs; revenue management, pricing and digital marketing for NCHMCT, Delhi.
• Industry: AI-powered shop-floor and end-to-end process automation at Inticore Group; process automation at TnQ Technologies; automation of retail operations at RR Mart; internal analytics and AI initiatives at Edelweiss; pricing strategy at Dr. Reddy’s Laboratories.
• Advisory: strategic advisor to MetaDecrypt AI Atlas, and mentor to early-stage AI and analytics ventures.
• These engagements feed directly back into my teaching cases and executive education.

Past Projects:

• 2023–24: Smart Cities Mission: Impact of SCM on Tourism. Funded by the Ministry of Housing and Urban Affairs, Government of India.
• 2020: Creating and Managing a Science, Technology and Innovation Hub in Bolpur-Sriniketan Block, Birbhum, West Bengal. Department of Science and Technology (DST) research grant. With S. Bandyopadhyay.
• 2019: Japanese Award for Outstanding Research on Development (USD 10,000). Global Development Network (GDN). With R. Parthiban.
• 2017: Stigler Center Research Award – Effect of Pharmaceutical Price Regulation: Evidence From India. University of Chicago Booth School of Business. With P. K. Chintagunta and A. Sahay.

Experience

Work Experience:

Academic positions

• Mar 2023 – present: Associate Professor, Marketing, Indian Institute of Management Calcutta
• May 2016 – Mar 2023: Assistant Professor, Marketing, Indian Institute of Management Calcutta
• Aug 2015 – Apr 2016: Assistant Professor, Marketing, Indian Institute of Management Udaipur

Industry experience

Began in a technical role at Tata Consultancy Services, India. After the MBA, worked in banking, publishing and start-ups, in roles spanning marketing analytics, digital marketing and marketing technology.

• Tata Consultancy Services, India
• Confused.com, United Kingdom
• GDS International, United Kingdom

Research

Journal Publications:

Guha Sarkar, B., & Jaikumar, S. (2026). Unconventionalized intermediation and the paradoxes of NFT markets for cultural goods. Journal of Strategic Marketing. Advance online publication. https://doi.org/10.1080/0965254X.2026.2653621

Guha Sarkar, B., Jaikumar, S., Gurugubelli, P. K., & Goyal, T. (2026). From access to agency: ICT usage, psychological empowerment, and health outcomes among rural women in emerging economies. Health Marketing Quarterly. Advance online publication. https://doi.org/10.1080/07359683.2026.2687302

Gurugubelli, P. K., Jaikumar, S., & Parthiban, R. (2026). Bridging academia and practice with digital boundary objects. Journal of Computer Information Systems, 66(4), 509–523. https://doi.org/10.1080/08874417.2024.2409258

Jaikumar, S., Sarin, A., Narayanan, P., & Kumari, R. (2025). Effects of income inequality in an emerging economy on subjective economic well-being: Suppressing effect of conspicuous consumption. Journal of Marketing Theory and Practice, 34(4), 842–860. https://doi.org/10.1080/10696679.2025.2537663

Jaikumar, S., Viswanathan, M., Dutta, S., & Sreekumar, A. (2025). Effects of household characteristics on low-income family businesses: Evidence from India. Journal of Research in Marketing and Entrepreneurship, 27(3), 383–408. https://doi.org/10.1108/JRME-02-2024-0043

Viswanathan, M., Sreekumar, A., Jaikumar, S., & Dutta, S. (2025). A field experiment on marketplace literacy and self-help group membership in subsistence marketplaces. Journal of Macromarketing, 45(1), 6–21. https://doi.org/10.1177/02761467241302460

Jaikumar, S., Chintagunta, P. K., & Sahay, A. (2024). Do no harm? Unintended consequences of pharmaceutical price regulation in India. Journal of Marketing, 88(6), 1–23. https://doi.org/10.1177/00222429241242685

Viswanathan, M., Jaikumar, S., Sreekumar, A., Dutta, S., & Duhachek, A. (2024). Addressing difficulties with abstract thinking for low-literate, low-income consumers through marketplace literacy: A bottom-up approach to consumer and marketing education. Journal of Consumer Affairs, 58(3), 794–813. https://doi.org/10.1111/joca.12595

Sharma, Y., & Jaikumar, S. (2023). Educational approaches to enable marketplace metacognition and social intelligence in subsistence consumers. Journal of Consumer Marketing, 40(1), 44–55. https://doi.org/10.1108/JCM-10-2019-3454

Parthiban, R., Jaikumar, S., Basak, J., & Bandyopadhyay, S. (2022). Digital access through smartphones and well-being of BoP women: Insights from a field study in India. Information Technology & People, 35(1), 1–26. https://doi.org/10.1108/ITP-10-2019-0552

Parthiban, R., Qureshi, I., Bandyopadhyay, S., & Jaikumar, S. (2021). Digitally mediated value creation for non-commodity base of the pyramid producers. International Journal of Information Management, 56, Article 102256. https://doi.org/10.1016/j.ijinfomgt.2020.102256

Viswanathan, M., Jaikumar, S., Sreekumar, A., & Dutta, S. (2021). Marketplace literacy education and coping behaviors among consumer-entrepreneurs in subsistence marketplaces during demonetization in India. Journal of Consumer Affairs, 55(1), 179–202. https://doi.org/10.1111/joca.12300

Jaikumar, S., Dutta, S., & Sood, N. (2021). Impact of lifestyle diseases on income and household consumption: Evidence from an emerging economy. Health Marketing Quarterly, 38(1), 35–49. https://doi.org/10.1080/07359683.2021.1947078

Mishra, R., Singh, R., & Jaikumar, S. (2021). Executive functions of BoP consumers: Research propositions, conceptual framework and implications for marketing strategies for BoP markets. Journal of Global Marketing, 34(4), 249–269. https://doi.org/10.1080/08911762.2021.1926035

Jaikumar, S., & Sharma, Y. (2021). Consuming beyond means: Debt trap of conspicuous consumption in an emerging economy. Journal of Marketing Theory and Practice, 29(2), 233–249. https://doi.org/10.1080/10696679.2020.1816476

Parthiban, R., Qureshi, I., Bandyopadhyay, S., Bhatt, B., & Jaikumar, S. (2020). Leveraging ICT to overcome complementary institutional voids: Insights from institutional work by a social enterprise to help marginalized. Information Systems Frontiers, 22(3), 633–653. https://doi.org/10.1007/s10796-020-09991-6

Jaikumar, S., Sharma, Y., & Silal, P. (2020). Impact of education on health-beliefs in an emerging economy: Understanding urban vs. rural differences and the moderating effect of social capital. Health Marketing Quarterly, 37(4), 316–332. https://doi.org/10.1080/07359683.2021.1947077

Jaikumar, S. (2019). How do consumers choose sellers in e-marketplaces? Role of display price and seller review volume. Journal of Advertising Research, 59(2), 232–241. https://doi.org/10.2501/JAR-2018-028

Jaikumar, S., Pingali, V., & Virmani, V. (2019). Shareholders’ reaction to ethical image of sports teams: An event study in the Indian Premier League. Decision, 46(4), 283–300. https://doi.org/10.1007/s40622-019-00230-9

Jaikumar, S., Singh, R., & Sarin, A. (2018). ‘I show off, so I am well off’: Subjective economic well-being and conspicuous consumption in an emerging economy. Journal of Business Research, 86, 386–393. https://doi.org/10.1016/j.jbusres.2017.05.027

Jaikumar, S., & Mendonca, A. (2017). Groups and teams: A review of bad apple behavior. Team Performance Management, 23(5/6), 243–259. https://doi.org/10.1108/TPM-07-2016-0034

Tripathi, S., Jaikumar, S., & Guha, A. (2017). Alphanumeric brand names for global branding: Does the alpha matter? Journal of International Business Education, 12(1). http://www.neilsonjournals.com/JIBE/abstractjibe12tripathietal.html

Jaikumar, S., & Sahay, A. (2015). Celebrity endorsements and branding strategies: Event study from India. Journal of Product & Brand Management, 24(6), 633–645. https://doi.org/10.1108/JPBM-06-2014-0640

Jaikumar, S., & Sarin, A. (2015). Conspicuous consumption and income inequality in an emerging economy: Evidence from India. Marketing Letters, 26(3), 279–292. https://doi.org/10.1007/s11002-015-9350-5

Conferences:

International conferences

Guha Sarkar, B., & Jaikumar, S. (2026). Marketing moral exemplars: The impact of the superhero concept on prosocial behaviour. AMS World Marketing Congress, Lithuania, 7–10 July 2026.

Jaikumar, S., & Guha Sarkar, B. (2026). Do they really drink that much? Cultural values and distortion in self-reported consumption of iconic brands. EMAC Fall Conference, Bremen, Germany, 15–18 September 2026.

Jaikumar, S., & Guha Sarkar, B. (2024). Evaluating the impact of smart city initiatives on tourism in India’s heritage cities. International Conference on E-Tourism Technologies (ICETT), Jakarta, Indonesia, 28–29 November 2024.

Guha Sarkar, B., & Jaikumar, S. (2024). Dribbling into the digital realm: Understanding collecting dynamics in the era of digital collectible NFTs. ACR Asia-Pacific Conference, Bali, Indonesia, July 2024.

Guha Sarkar, B., & Jaikumar, S. (2024). Digital slam dunk: Understanding collecting dynamics and tensions for digital collectibles. EMAC Annual Conference, Bucharest, Romania, May 2024.

Ghosh, S., Jaikumar, S., & Chakraborty, S. (2023). Who is your doctor and why? The role of information signalling in physician selection. Conference on Health and IT Analytics (CHITA), Washington, DC, USA, 5–6 May 2023.

Prasanna Kumar, G., Parthiban, R., & Jaikumar, S. (2023). Channelizing development research: Unravelling the process of dissemination for tangible impact. 83rd Annual Meeting of the Academy of Management, Boston, MA, USA, 4–8 August 2023.

Sharma, R., Mishra, P., & Jaikumar, S. (2023). Exclusive online launch: Exploring the relationship between a product brand and an online marketplace brand. European Association for Consumer Research (EACR), Amsterdam, Netherlands, 6–8 July 2023.

Prasanna Kumar, G., Jaikumar, S., & Mishra, P. (2023). ‘Selling the so-called unsaleables’: An attempt to reduce retail food waste. AMS 24th World Marketing Congress, University of Kent, UK, 11–14 July 2023.

Jaikumar, S., Prasanna Kumar, G., & Parthiban, R. (2022). Effect of social media on policy uptake of development research: Evidence from Altmetric. 6th International Conference on Marketing, Strategy and Policy, Newcastle University, UK, 31 August – 2 September 2022.

Viswanathan, M., Jaikumar, S., Sreekumar, A., Dutta, S., & Duhachek, A. (2019). Marketplace literacy education and consumer coping behaviour. JMR Special Issue Conference on Education and Marketing, Pre-AMA Winter Academic Conference, Austin, TX, USA, 21–22 February 2019.

Jaikumar, S., Dutta, S., Sood, N., & Narasimhan, O. (2017). Impact of lifestyle diseases on consumption and the role of insurance in an emerging economy. 39th INFORMS Marketing Science Conference, University of Southern California, Los Angeles, USA.

Sreekumar, A., Jaikumar, S., Dutta, S., & Viswanathan, M. (2017). Consumption, entrepreneurship and poverty alleviation: Effects of social and human capital. 39th INFORMS Marketing Science Conference, University of Southern California, Los Angeles, USA.

Viswanathan, M., Dutta, S., Sreekumar, A., & Jaikumar, S. (2017). Effect of demonetization in subsistence marketplaces: Understanding consumer and entrepreneurial behaviour. 39th INFORMS Marketing Science Conference (special session), University of Southern California, Los Angeles, USA.

Jaikumar, S., Sahay, A., & Vaidyanathan, R. (2016). Revisiting range theory of pricing: Overlapping price ranges. Society for Consumer Psychology Conference, St. Petersburg, FL, USA. http://www.myscp.org/pdf/conference%20documents/SCP2016_Proceedings_6_4_16.pdf

Jaikumar, S. (2014). The effect of overlapping price ranges on price perception. Association for Consumer Research Conference, Baltimore, MD, USA, Advances in Consumer Research, 42, 787. http://www.acrwebsite.org/volumes/1017199/volumes/v42/NA-42

Jaikumar, S., & Tripathi, S. (2014). Ordering effect of alphabets and numbers in alphanumeric brand names. Association for Consumer Research Conference, Baltimore, MD, USA, Advances in Consumer Research, 42, 787. http://www.acrwebsite.org/volumes/1017528/volumes/v42/NA-42

Jaikumar, S., & Sahay, A. (2014). Celebrity endorsements and branding strategies: Event study from India. 36th INFORMS Marketing Science Conference, Emory University, Atlanta, USA.

Domestic conferences

Kumari, R., & Jaikumar, S. (2026). Relative income position and impact on conspicuous consumption in an emerging economy. 5th International Marketing Conference, IIM Shillong, 21–22 January 2026. Second Best Paper Award.

Guha Sarkar, B., & Jaikumar, S. (2025). Guardians of the good: The impact of the superhero concept on prosocial behaviour. Chicago Booth Conference on Quantitative Marketing and Marketing Analytics, IIM Calcutta, 15 December 2025.

Guha Sarkar, B., & Jaikumar, S. (2025). The dawn of the superhero concept: Implications for prosocial behaviour. Marketing Dynamics Conference, Goa Institute of Management, 15–17 May 2025.

Prasanna Kumar, G., Jaikumar, S., & Parthiban, R. (2025). ‘Good innovation but no market’: Problems in commercializing rural grassroots innovations. International Conference on Creativity and Innovation at/for/from/with Grassroots (ICIG5), IIM Ahmedabad, 28–30 January 2025.

Jaikumar, S., & Guha Sarkar, B. (2023). Oops, Mercury did it again! Examining consumer behaviour during Mercury retrograde phases. Chicago Booth Conference on Quantitative Marketing and Marketing Analytics, SP Jain IMR, 15 December 2023.

Prasanna Kumar, G., Parthiban, R., & Jaikumar, S. (2023). Channelizing development research: Unravelling the process of dissemination for tangible impact. Strategic Management Forum Conference, IIM Tiruchirappalli, 18–20 December 2023.

Prasanna Kumar, G., Parthiban, R., & Jaikumar, S. (2023). Information laddering: Architecting digital boundary objects on social media to channelize development research for practitioners. IFIP (International Federation for Information Processing), Hyderabad, 7–8 December 2023.

Prasanna Kumar, G., Parthiban, R., & Jaikumar, S. (2022). ‘Creating tangible impact’: Unravelling the process of uptake in development research. ISDSI Global Conference, JAGSoM, Bengaluru, 27–29 December 2022.

Parthiban, R., Prasanna Kumar, G., & Jaikumar, S. (2022). ‘Good product, no sales’: The marketing problem of rural grassroots innovations. International Conference on Maintenance and Intelligent Asset Management (ICMIAM), IRMA, Gujarat, 13–15 December 2022.

Jaikumar, S., & Sharma, R. (2022). Spillover effects from an online marketplace brand to a product brand under conditions of distribution exclusivity. IIM Calcutta – Stern NYU Marketing Conference, 24–25 January 2022.

Jaikumar, S., Chintagunta, P. K., & Sahay, A. (2022). Effects of pharmaceutical price regulation: Evidence from India. International Communication Management Conference (MICA and University of Southampton), 5–7 January 2022.

Jaikumar, S., & Kumari, R. (2022). Uncovering the secrets of small family businesses in a developing economy: The unsuspected role of social capital and household income interactions. 1st International Conference on Management of MSMEs, IIM Amritsar, 22–23 January 2022.

Jaikumar, S., & Kumari, R. (2021). Uncovering the secrets of small family businesses in a developing economy: The unsuspected role of social capital and household income interactions. 16th Biennial Conference of the International Society of Markets and Development (ISMD), Tiruchirappalli, 16–18 December 2021.

Jaikumar, S., Chintagunta, P. K., & Sahay, A. (2020). Effects of pharmaceutical price regulation: Evidence from India. IIMA-CMHS Virtual Healthcare Research Seminar Series (invited), 5 June 2020. https://www.youtube.com/watch?v=ozJqtk0G9KU

Sharma, R., & Jaikumar, S. (2019). Distribution exclusivity in e-commerce. 7th Pan-IIM Conference, IIM Rohtak, 12–14 December 2019.

Parthiban, R., Bandyopadhyay, S., & Jaikumar, S. (2019). ICT-enabled institutional entrepreneurship to mainstream the marginalized: Insights from Nex-Connect in India. Workshop on Being (More) Human in a Digitized World, IIM Calcutta MCHV and INAIS, 1–2 February 2019.

Kumari, R., & Jaikumar, S. (2019). Relative economic position, income inequality and conspicuous consumption in an emerging economy. Association for Consumer Research (ACR), IIM Ahmedabad, 10–12 January 2019.

Sharma, R., & Jaikumar, S. (2019). Spillover effect from the marketplace brand under conditions of distribution externality. Association for Consumer Research (ACR), IIM Ahmedabad, 10–12 January 2019.

Jaikumar, S., & Kumari, R. (2019). Effect of social capital dimensions on family business performance: Evidence from an emerging economy. Emerging Markets Conference Board, IMT Ghaziabad, 6–8 January 2019.

Jaikumar, S., Sahay, A., & Chintagunta, P. K. (2017). Does pharmaceutical price regulation result in greater access to essential medicines? Effects of the Drug Price Control Order in India. Emerging Markets Conference Board, IIM Lucknow (Noida campus).

Jaikumar, S. (2013). Is a celebrity known by the company he/she keeps? The concept of indirect congruence. 7th Doctoral Colloquium, IIM Ahmedabad.

Research Interests:

• Work sits at the intersection of data-driven marketing, business analytics and consumer welfare, with a focus on emerging markets and digital transformation.
• Twenty-four refereed journal articles, fourteen of them in ABDC A* or A outlets, including the Journal of Marketing (FT50, UTD24).
• Field experiments, quasi-experiments, event studies and choice modelling, used to examine how regulation, market design and digital platforms shape consumer and firm outcomes.
• Recurring themes: pharmaceutical price regulation and access to medicines; conspicuous consumption and income inequality; marketplace literacy at the base of the pyramid; ICT-enabled development; and consumer response to AI and digital assets.
• Policy reach: catalogued by the United States Library of Congress and informed Chapter 4 of the Economic Survey of India 2019–20.
• Funded by the Stigler Center at Chicago Booth, the Department of Science and Technology, the Global Development Network and the Ministry of Housing and Urban Affairs; recognised with the PRME Faculty Excellence in Research Award.
• Currently under review at the Journal of Consumer Psychology, MIS Quarterly, Journal of Travel Research and Industrial Marketing Management.

Books/Book Chapters:

Donaldson, B., Cuevas, J. M., Lemmens, R., & Jaikumar, S. (forthcoming). Sales management: Strategy, process and practice (Indian adaptation). Bloomsbury Publishing. In preparation.

Jaikumar, S. (2025). Marketplace literacy and sustainable consumption at the base of the pyramid (BoP). In R. Singh & T. A. Wani (Eds.), Marketing to the base of the pyramid (pp. 35–56). Springer Nature Singapore. https://doi.org/10.1007/978-981-96-7105-2_3

Articles/Cases:

Teaching cases

Jaikumar, S., & Guha Sarkar, B. (2026). Ayekart: Navigating growth in Bharat’s agri-food value chain. IIM Calcutta Case Research Centre.

Jaikumar, S. (2025). Ideal Insurance: Scaling with balance. IIM Calcutta Case Research Centre. Forthcoming.

Jaikumar, S. (2024). Chowman: The culinary maestro from Kolkata. IIM Calcutta Case Research Centre; Ivey Publishing.

Singh, R., Jaikumar, S., & Rao, M. (2020). Switch On: Water entrepreneurship initiatives. IIM Calcutta Case Research Centre.

Jaikumar, S., Agarwalla, S., & Dara, R. (2013). Susan’s dilemma. IIM Ahmedabad Cases (Reg. No. F&A0504), with teaching note. http://cases.iima.ac.in/index.php/susan-s-dilemma.html

Manuscripts under review

Guha Sarkar, B., & Jaikumar, S. Not all superheroes wear capes: How consumers understand and apply the superhero concept. Journal of Consumer Psychology. Under review.

Jaikumar, S., & Guha Sarkar, B. AI speaks for you: Moral ventriloquism and the displacement of authentic voice. MIS Quarterly. Under review.

Jaikumar, S., Parthiban, R., & Gurugubelli, P. K. Empathic scaffolding: Recognition and market legibility for grassroots innovators in subsistence marketplaces. Journal of the Academy of Marketing Science. Under review.

Jaikumar, S., & Guha Sarkar, B. Perceived smartness and tourist satisfaction in heritage destinations: Multi-method evidence from India’s Smart Cities Mission. Journal of Travel Research. Under review.

Jaikumar, S., & Guha Sarkar, B. The smart heritage paradox: Preservation, erosion, and who defines authenticity in India’s heritage cities. Annals of Tourism Research. Under review.

Jaikumar, S. Economies of orchestration: How an asset-less hub governs independent foundries through minority equity, shared services and AI-enabled coordination. Industrial Marketing Management. Under review.

Jaikumar, S., Sahay, A., & Guha Sarkar, B. Do they really drink that much? Cultural values and distortion in self-reported consumption of iconic brands. International Journal of Market Research. Under review.

Working papers

Jaikumar, S., & Guha Sarkar, B. Oops, Mercury did it again! Examining consumer behaviour during Mercury retrograde phases. Journal of Consumer Research. Target journal; final field experiment ongoing.

Jaikumar, S. Effect of overlapping price ranges on price evaluations. Journal of Consumer Psychology. Target journal; final field experiment ongoing.