RESEARCH


In Marketing, my students and I are exploring three Research streams: 

First is Branding & Ethics which have resulted in the conceptualization of Ethical Positioning Index (EPI). 

Second is the issue of Not for Profit Branding and the challenges in Public Policy Marketing. 

Third is consumer centric issues of awareness, dissonance and loyalty and challenges of product adoption. These researches are done primarily in the domains of IT, Telecom, Health & FMCG by using inductive protocols.   

In Industry-Consumer centric regulatory policy research, we have focused on Telecom Policy especially from the Business and Consumer Centric perspective. Starting from the spectrum auction, EMF & Consumer Awareness, Decoupling of Services, Regulatory Architecture and Marketing Innovations in Telecom industry. Now, as the absorption of telecom products is reaching its peak, we are trying to develop the structure of consumer centric regulatory policy framework of Consumer awareness, Risk, Security and Privacy.

For details please scroll down.


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AMAZON INDIA’S ‘APNI DUKAAN’: BRANDING STRATEGY

Yadav, N. & Sagar, M. (2018). AMAZON INDIA’S ‘APNI DUKAAN’: BRANDING STRATEGY. Emerging market case studies, Accepted.


 New product selling challenges (key insights in the ICT sector)

Sharma, A. & Sagar, M (2018). New product selling challenges( key insights from ICT sector). Journal of Indian business research, Accepted.


Effectiveness of cause‐related marketing for differential positioning of market entrant in developing market: An exploratory study in Indian context.

Shree, D., Gupta, A., & Sagar, M. (2017). Effectiveness of cause‐related marketing for differential positioning of market entrant in developing market: An exploratory study in Indian context. International Journal Nonprofit Voluntary Sector Marketing, 22(2), 1-13. Indexed in Wiley


 Evolution of a framework of co-creation in political marketing: select cases.

Kushwah, S., Shree, D., & Sagar, M. (2017). Evolution of a framework of co-creation in political marketing: select cases. International Review on Public and Nonprofit Marketing, 1-19. Indexed in Springer (H Index-6)


        Communication Protocols In Public Health - A Case Study Of Vector Borne Diseases.

Dwivedi, S. & Sagar, M. (2017). Communication Protocols In Public Health - A Case Study Of Vector Borne Diseases. Journal of Health Management19(2). Indexed in Sage Publication (H Index-6)


Perception Management in World University Rankings. 

Khetan, N., Joshi, S., Jain, A., Shree, D., & Sagar, M. (2016). Perception Management in World University Rankings. Viewpoint, 7(2), 8-14.


Using Awareness, Engagement And Intervention For Community Empowerment For Creating A Public Sector Brand: A Case Study Of NDRF. 

Shree, D. & Sagar, M. (2016). Using Awareness, Engagement And Intervention For Community Empowerment For Creating A Public Sector Brand: A Case Study Of NDRF. The Case Center, 516-019 2-1. Indexed in Case Clearing House of Great Britain and Ireland


Modelling of Key Success Factors for Mobile Virtual Network Operators in Indian Telecommunication Market.

Sehgal, V., Sagar, M., & Shankar, R. (2016). Modelling of Key Success Factors for Mobile Virtual Network Operators in Indian Telecommunication Market. Global Business Review17(6), 1314-1338. Indexed in Sage Publication (H Index-7)


Company-Cause-Customer: Interaction Architecture. 

Agrawal, U., Mangla, A., & Sagar, M. (2016). Company-Cause-Customer: Interaction Architecture. Global Journal of Flexible Systems Management17(3), 307-319.  Indexed in Springer (Scopus Index-+3.5) (H Index-10)


Examining Relationship of Income Diversification, Asset Quality with  Bank Profitability: Implication   for Indian Banks

Bapat, D., & Sagar, M. (2016). Examining Relationship of Income Diversification, Asset Quality with  Bank Profitability: Implication for Indian     Banks. Indore Management Journal, 8(1), 1-11.


 

Factor exploration and hierarchical analysis of spectrum pricing: Exploratory framework. 

Gandhi, R., Pradhan, R., Sagar, M., & Medudula, M. K. (2015). Factor exploration and hierarchical analysis of spectrum pricing: Exploratory framework. Global Journal of Enterprise Information System7(3), 3-19.


 Winstock: Losing the battle.

Sagar, M., Jain, A., Chouhan, K., & Jain, A. (2015). Winstock: Losing the battle.The Case Centre, 515-013-1. Indexed in Case Clearing House of Great Britain and Ireland


Exploration of Product Centric Factors in Telecom Industry. 

Ganeti, S., Agarwal, R., Medudula, M. K., & Sagar, M. (2015). Exploration of Product Centric Factors in Telecom Industry. Telecom Business Review8(1), 18. Indexed in Proquest, i-scholar database (H Index-6)


Modeling strategic performance management of automobile manufacturing enterprises: An Indian context

Yadav, N., S., & Sagar, M. (2015). Modeling strategic performance management of automobile manufacturing enterprises: An Indian context. Journal of Modelling in Management10(2), 198-225. Indexed in Emerald


An analysis of barriers for the adoption of cloud computing in education sector. 

Sahdev, T. S., Medudula, M. K., & Sagar, M. (2014). An analysis of barriers for the adoption of cloud computing in education sector. Management and Labour Studies39(3), 249-274. Indexed in Sage Publication


Exploring the Possibility of Financial Inclusion through the Post Office: Part 1

Damodaran, A., & Sagar, M. (2014). Exploring the Possibility of Financial Inclusion through the Post Office: Part 1. The Management Accountant Journal49(5), 56-64.



Revisiting performance measurement and management: deriving linkages with strategic management theories. 

Yadav, N., Sushil, & Sagar, M. (2014). Revisiting performance measurement and management: deriving linkages with strategic management theories. International Journal of Business Performance Management15(2), 87-105. Indexed in Elsevier (H Index-15)


Copperia: A Passage to India

Bhatia, S., Sagar, M., Bhattacharya, P., & Jain, S. (2013). Copperia: A Passage to India. Journal of Case Research, 4(1)


Performance measurement and management frameworks: Research trends of the last two decades

Yadav, N., & Sagar, M. (2013). Performance measurement and management frameworks: Research trends of the last two decades. Business Process Management Journal19(6), 947-971. Indexed in Emerald


Factors affecting customer loyalty in cloud computing: A customer defection-centric view to develop a void-in-customer loyalty amplification model. 

Sagar, M., Bora, S., Gangwal, A., Gupta, P., Kumar, A., & Agarwal, A. (2013). Factors affecting customer loyalty in cloud computing: A customer defection-centric view to develop a void-in-customer loyalty amplification model. Global Journal of Flexible Systems Management14(3), 143-156. .  Indexed in Springer (Scopus Index-+3.5)


High impact scales in marketing: a mathematical equation for evaluating the impact of popular scales. 

Pooja, S., & Sagar, M. (2012). High impact scales in marketing: a mathematical equation for evaluating the impact of popular scales. Advances in Management.


 Integrated risk management in agriculture: an inductive research. 

Singla, S., & Sagar, M. (2012). Integrated risk management in agriculture: an inductive research. The Journal of Risk Finance13(3), 199-214. Indexed in Emerald


Cognitive bias in salespersons in specialty drug selling of pharmaceutical industry

Wasuja, S., Sagar, M., & Sushil. (2012). Cognitive bias in salespersons in specialty drug selling of pharmaceutical industry. International Journal of Pharmaceutical and Healthcare Marketing6(4), 310-335. Indexed in Emerald


  Positioning Brand on Values: A Case of Peter England. 

Sagar, M., Gupta, A., Ratan, A., Singh, D., & Agrawal, D. (2011). Positioning Brand on Values: A Case of Peter England. AIMS International Journal Of Management5(3)


 Ethical Positioning Index (EPI): an innovative tool for differential brand positioning. 

Sagar, M., Khandelwal, R., Mittal, A., & Singh, D. (2011). Ethical Positioning Index (EPI): an innovative tool for differential brand positioning. Corporate Communications: An International Journal16(2), 124-138. Indexed in Emerald


Can Value Added Services Be A Point Of Purchase Differentiator?

Sagar, M. & Panwar, N. (2010). Can Value Added Services Be A Point Of Purchase Differentiator? International Journal of Management1(1).


Factors affecting consumer purchase decision of laptops. 

Soni, R., Lohani, R., & Sagar, M. (2010). Factors affecting consumer purchase decision of laptops. Indian Journal of Marketing40(10). Indexed in Elsevier


Entry of Mobile Virtual Network Operators (MVNOs) in India: A strategic analysis. 

Kumar, P. M., & Sagar, M. (2010). Entry of Mobile Virtual Network Operators (MVNOs) in India: A strategic analysis. Journal of Telecommunications Management3(2)


Spectrum auctioning and licensing in telecom industry

Sivasankari, S. V., Sagar, M., & Agrawal, D. P. (2009). Spectrum auctioning and licensing in telecom industry. Economic and Political Weekly, 44(3). Indexed in JSTOR


 Response to Request for Proposals in IT Industry: Critical Success Factor. 

Barnwal, V., Sagar, M., & Sharma, S. (2009). Response to Request for Proposals in IT Industry: Critical Success Factor. IIMB Management Review21(4). Indexed in Elsevier


Global brand's strategies for Ethical Brand Positioning in cross-cultural environment: an Indian context. 

Sagar, M., Singh, D., & Agrawal, D. P. (2009). Global brand's strategies for Ethical Brand Positioning in cross-cultural environment: an Indian context. International Journal of Business and Globalisation3(4), 374-400. Indexed in Inderscience


Framework of ethical brand positioning: A case study of anchor. 

Sagar, M., Singh, D., & Agrawal, D. P. (2006). Framework of ethical brand positioning: A case study of anchor. Journal of management research6(2), 72. . Indexed in i-scholar


RESEARCH- IN ACTION



BOOKS




Mahim Sagar,  Prem Vrat,  Saboohi Nasim,  Manoj Sharma(Ed.)  "Flexibility with Business Excellence in Knowledge Economy", GIFT Publishing, 2008.


Mahim Sagar,  "Marketing Lifestyle Brands:  Indian Case Studies",  2007.


Mahim Sagar, “Proceedings of Conference on Brand Management (CBM-2016)”, Emerald Group Publishing (India) Private Limited, 2016


Mahim Sagar, “Proceedings of International Conference on Telecommunication Technology & Management (ICTTM 2015)”, Emerald Group Publishing (India) Private Limited, 2015


Mahim Sagar, “Proceedings of 7th International Conference on Contemporary Business 2014 (ICCB 2014), Springer


Mahim Sagar, “Proceedings of International Conference on Research in Marketing (ICRM 2013)”, 2013


 Mahim Sagar, “Proceedings of 6th International Conference on Contemporary Business 2012 (ICCB 2012)


RESEARCH PROJECTS


Impact Evaluation of TEQIP Phase II (MHRD Sponsored Project)

Technical Education Quality Improvement Programme (TEQIP) was conceived to transform the quality of technical institutions in general and give an impetus to research and post graduate education in these institutes in particular. This study aimed at measuring the overall impact of TEQIP-II across the institutes at the national level under the framework as mandated by the MHRD and also to measure the overall impact of TEQIP-II across the institutes at the national level.


Immovable Property Valuation Index, Indian Context

Real estate has emerged as one of the most profitable investing options in Indian economy, and its valuation plays an important role in the process. This study attempts to develop a residential estate valuation index for measuring the consumer behavior with residential estate, residential estate seen as habitat that is an output/product architecture. This index will be helpful for stakeholders, market makers, sellers, buyers, brokers, valuers, bankers and financial institutions in high-involvement decision-making.


Assess the Market Potential for Fushi Copperweld Inc (US based Company) Products in India

With globalization, all organizations are looking for ways to reach out to the new consumer bases. This case is an example of one such organisation trying to enter India by offering a product with a patented manufacturing process. The case evaluates the state of the Indian Copper market and presents a detailed analysis of the factors at play. It also looks at the perceptions of actors involved in the value chain. The organisation under question is Xishi Copperia Ltd. which is a Sino- American firm. The journey of the organisation itself presents a detailed analysis of a corporation which has faced numerous business cycles and strategies. In the end, the case provides insights as to what the future holds for a company like this, planning to enter the Indian Market.


Group on Business Development report. (Sam Pitroda Committee on Prasar Bharti Turnover, Govt. of India)

Prasar Bharati came into existence in 1997 under the Prasar Bharati Act, prior to which Doordarshan and AIR where governed by the Ministry of Information & Broadcasting. What the organization lacks today is a self sustainable model. In spite of having maximum pan India reach, the Indians are not willing to invest their time in watching/listening to outstanding programs developed by All India Radio and Doordarshan. This study tried to examine the business model of Prasar Bharati and suggest measures to augment existing revenue streams and create new revenue streams, both from domestic and international markets, with the aim of making the organization financially autonomous in its operations.


Development of Spectrum Pricing Index

 Radio spectrum, a scarce resource, refers to the part of the electromagnetic spectrum that corresponds to radio frequencies. Given its importance in the development of a nation, it is of critical importance to effectively manage this resource. This study explains about three important effects on the scarce radio frequency spectrum. Spectrum management and the need for a valuation framework are being discussed.


Technology Forecasting and Technology Assessment for handling and Transportation of Fly Ash

According to the act “All thermal power plants which are operating on the date of notification should have achieved the target of 50% fly ash utilization and all new plants whose operation has started after the date of notification should have achieved the target of 50% of fly ash utilization within one year of notification. Because of this act it is mandatory to utilize maximum of plant ash within certain timeframe, as handling and transportation are integral part of ash management. This report aimed at developing a complete evaluation of ash handling and transportation and finally technology forecasting for them with future prospective.


Developing a Framework of Consumer Awareness on RF Exposure for Telecommunication Industry

The mobile industry is one such industry where the consumer must be made aware of radio signals and also of several delusions regarding electromagnetic waves radiated from mobile towers and mobile handsets. This study attempts to develop a consumer awareness framework in the context of the perceived risks surrounding the effects of radio signals used in telecommunication industry.


Civil Service examination: A diagnostic study (UPSC)


CONFERENCE PAPERS


 1.     Anshul Yadav, Deep Shree and Mahim Sagar. "Marketing Flexibility and Branding: Its relevance and Implications in Marketing Management." Conference on Brand Management, Delhi, India, 16-17 April, 2016, Pg. No. 162

2.     Rojalin Pradhan and Mahim Sagar. "Marketing Innovation: A Branding Tool to Increase Public Awareness about Radio Signal." Conference on Brand Management, Delhi, India, 16-17 April, 2016, Pg. No. 163

3.     Archana Sharma and Mahim Sagar. "University Branding: A Hierarchal Model Based on Factors Affecting Students’ Choices of Higher Education Institutions." Conference on Brand Management, Delhi, India, 16-17 April, 2016, Pg. No. 219

4.     Deep Shree and Mahim Sagar. "Branding Not-for-Profit Organizations: Research Trends and Future Directions." Conference on Brand Management, Delhi, India, 16-17 April, 2016, Pg. No. 53

5.     Deep Shree and Mahim Sagar. "Creating Brand NDRF: Using Awareness, Engagement and Intervention for Community Empowerment." Conference on Brand Management, Delhi, India, 16-17 April, 2016, Pg. No. 79

6.     Shiksha Kushwah and Mahim Sagar. "Factors Underlying Ethical Decision Making of Product Managers of Telecom Companies in India." Conference on Brand Management, Delhi, India, 16-17 April, 2016, Pg. No. 123

7.     Pooja Sehgal, Mahim Sagar, Nikhil Pabuwal, Vijeet Suman and Rohit Yadav. "Factors Impacting Internal Branding: An Exploratory Study of the Indian Services Sector." Conference on Brand Management, Delhi, India, 16-17 April, 2016, Pg. No. 122

8.     Deep Shree and Mahim Sagar. "Influence of Cultural factors on Customer Brand Preference: A Study of Insurance Products in India." Conference on Brand Management, Delhi, India, 16-17 April, 2016, Pg. No. 144

9.     Shaurya Kabra, Deep Shree and Mahim Sagar. "Sales Promotion Efficacy and its Impact on Brand Loyalty: A Customer Centric Approach." Conference on Brand Management, Delhi, India, 16-17 April, 2016, Pg. No. 191

10.  Mahim Sagar, Ravi Prakash Gandhi and Murali Krishna Medudula. “Decoupling of Services from Network.” Second Regional Conference on connectivity for All: Future Technologies, Markets and Regulation, New Delhi. (13-15 December 2015)

11.  Mahim Sagar and Rojalin Pradhan. “Consumer Awareness Framework of SAR Value in Telecommunication Industry.” Second Regional Conference on Connectivity for All: Future Technologies, Markets and Regulation, New Delhi. (13-15 December 2015)

12.  Mahim Sagar, Archana Sharma and Shiksha Kushwah. “Progressing from E commerce to M commerce.” International Conference on Telecommunication Technology & Management, Delhi, India. (11-12 April 2015) Pg. no. 73

13.  Mahim Sagar, and Murali Krishna Medudula. “Spectrum Pricing Index: Factor Exploration and Hierarchy”. International Conference on Telecommunication Technology & Management, Delhi, India. (11-12 April 2015) Pg. no. 75

14.  Mahim Sagar and Bramh Dev Sharma. “Telecom and Smart Cities: A View on City Dynamics and Future Housing”. International Conference on Telecommunication Technology & Management, Delhi, India. (11-12 April 2015) Pg. no. 53

15.  Mahim Sagar, Murali Krishna Medudula, Deep Shree, and Rojalin Pradhan. “Consumer buying behavior towards purchasing through e-retail websites: A Qualitative Study.” 7th International Conference on Contemporary Business & 14th Global Conference on Flexible Systems Management, Singapore (15-17 October, 2014)

16.  Mahim Sagar, and Soma Arora. “Strategically Flexible Capacity Building Driving the Internationalisation Process of Firms from Emerging Economies like India.” 7th International Conference on Contemporary Business & 14th Global Conference on Flexible Systems Management, Singapore (15-17 October, 2014)

17.  Mahim Sagar, and Anshul Yadav. “Marketing Flexibility: An Exploratory Framework for Telecommunications Industry.” 7th International Conference on Contemporary Business & 14th Global Conference on Flexible Systems Management, Singapore (15-17 October, 2014), International, Published

18.  Anshul Yadav and Mahim Sagar. "Marketing Flexibility." GLOGIFT 13 (2013)

19.  Ravi Prakash Gandhi and Mahim Sagar. “Spectrum Pricing Index.” International Conference on Research in Marketing (22-23 December 2013).

20.  Bijoyananda Mishra, Prof Ravi Shankar and Dr. Mahim Sagar. "Factors Affecting Absorption and Adoption of NFON in India", International Conference on Research in Marketing (22-23 December 2013)

21.  Murali, M, R. Krishna and Mahim Sagar. "Analysis of Spectrum Management Policies:- Allocation and Efficiency".  Proc. of 6th International Conference on Contemporary Business, IIT Delhi & Curtin University, Australia. (2012)

22.  Deep Shree, Alok Agrawal and Dr. Mahim Sagar. "Social media marketing as a tool for brand building- Today’s Emerging Trends and Tomorrow’s Implications". Proc. of 6th International Conference on Contemporary Business, IIT Delhi & Curtin University, Australia. (2012).

23.  Archana Sharma and Mahim Sagar. "Brand Extension does it always work?".  Proc. of 6th International Conference on Contemporary Business, IIT Delhi & Curtin University, Australia. (2012).

24.  Neetu Yadav,  Sushil and Mahim Sagar. “Dynamics of Strategic Initiatives and Expected Performance: An Application of Flexible Strategy Game-Card”. Proc. of 30th International Conference of System Dynamics Society, University of St. Gallen, Switzerland. (2012).

25.  R. Kumar, Shakinah Rezaei and Mahim Sagar. "Brand Identity in Cross Cultural Environment: Evolution of Interaction Matrix”.  Proc.  Of International Conference on Technology and Business Management (ICTBM),  Dubai. (2012). 

26. Pooja Sehgal and Mahim Sagar.  “Applications of the Ethical Positioning Index in the Home Appliances and Fast Moving Consumer Goods industries”.  Proc.  of International Conference on Systemic Flexibility and Business Agility organized by GIFT Society (GLOGIFT12) at Austria. (2012).

27.  Pooja Sehgal and Mahim Sagar. “High Impact Scales in Marketing:  A Mathematical Equation for Evaluating the Impact of Popular”.  Proc.  of the 11th Global Conference on Flexible Systems Management held at IIM Kozhikode. (2011)

28.  Mahim Sagar, and S.K. Jain.  "Value Based Positioning of Men’s Apparel Brand in a Cross Cultural environment", In International Conference: A Case of “Peter England”, Eighth International Business and Economy Conference Organized by School of Business Southern Connecticut State University New Haven,  USA. (9-11 January 2009)

29.  Mahim Sagar, D. P. Agrawal and Deepali Singh. “Sales Force Automation:  Sales persons and management perception a study in Indian context”.  Proc.  of Flexible enterprise for Global business at Stevens Institute of Technology,  USA. (2008).

30.  Mahim Sagar. “Adaptation Strategies for Brand Positioning in Cross Cultural Environment: An Indian Context",  Proc.  of International Conference on Media Brands,  MMTCs Media Brand Conference,  Stockholm. (2008). 

31.  Mahim Sagar and Deepali Singh “Internet Marketing:  A new Approach”. Proc.  of NASMEI,  International Marketing Conference.( 2008)

32.  Mahim Sagar and Preeta Vyas.  “Sales Promotion Practices in Apparel Retail Business”, Proc.  of the Conference on Flexibility with Business Excellence In the knowledge Economy organised by GIFT Society (GLOGIFT07). (2007)

33.  Mahim Sagar, D. P. Agrawal and Deepali Singh. “Positioning Brand Maruti:  Culturally Adaptive Approach”. Proc.  of the conference on Flexibility with Business Excellence In The Knowledge Economy organized by GIFT Society2007. (2007)

34.  Mahim Sagar. “Impact of Non Material Influence on Fashion Brand Positioning in Indian Context”, Proc.  of International Conference of Design and Fashion at BoKayo University,  Japan. (2006).

35.  Mahim Sagar and D. Awasthy. “A new framework to integrate Organization knowledge and Individual Knowledge”, Proc.  Of the Conference on Flexibility in Business Enterprise (GLOGIFT02)  at IIITM Gwalior. (2002). 

36.  Mahim Sagar and Deepali Singh. “Brand Management an Integrated approach for Value delivery System”, Proc.  Of the Conference on Flexibility in Business Enterprise (GLOGIFT02)  at IIITM Gwalior. (2002).