Dr. Jinal Shah

Qualifications: PhD, MMM (Gold), M.COM, NET - Commerce (2011 & 2013), SET - Commerce (2013), SET – Management (2017), NET– Management (2018)

Email ID: Jinal.shah@nmims.edu

Teaching Interest: Brand Management, Service Marketing, Consumer behavior, Marketing Management, Product Strategy, Design Thinking, Business Research Methods.

Research Interest: Technology adoption & Cultural Influences in Marketing

Teaching Experience: 15 years

Certifications:

1. Fundamentals of Intellectual Property Rights from IIT, Bombay (August-October 2013).
2. International Trade – India & Africa from Centre of African Studies, University of Mumbai (August 2014 – April 2015).
3. Digital Marketing online certifications – Google Ad words, Analytics, Hootsuite social media marketing in 2018.
4. Completed two certificate courses titled "Foundation Program in ICT for Education” & "Pedagogy for Online and Blended Teaching-Learning Process” in Blended Teaching mode from IIT Bombay under the scheme of Pandit Madan Mohan Malaviya National Mission for Teachers and Teaching (PMMMNMTT), MHRD, GoI.
5. Completed certificate course in Brand Management from IIT Bombay at the Entrepreneurship Summit of 2019.
6. MOOC - Massive Open Online Course
   • Introduction to Descriptive Statistics offered by the University of California at Berkeley with Distinction marks – Coursera.
   • Poor Economics offered by MIT, USA – edX.
   • Personal Branding by the University of Virginia – Coursera.
   • Brand Management: Aligning Business, Brands and Behaviour – Coursera.
   • Brand Management by SPJIMR - Coursera
   • Introduction to Marketing Management by SPJIMR – Coursera
   • Introduction to Tech Entrepreneurship by IIT Bombay – Coursera
   • Personal Branding by University of Michigan – Coursera
   • Introduction to Management Consulting by Emory University – Coursera
   • Brand Management – NPTEL – Course Topper (July-Oct 2024 Cycle)

Associate Editor Appointments:

• Appointed as an Associate Editor for Marketing Area in NMIMS Management Review, a Sage Publications in collaboration with NMIMS, Mumbai. (Indexed in ABDC – C Category)
• Appointed as an Associate Editor for Marketing Area in Journal of Creative Communication, a Sage Publications in collaboration with MICA, Ahmedabad. (Indexed in Scopus & ABDC -C )

Research Paper Publications

• Das, M., Jebarajarkirthy, C., Maseeh, H. I., Lim, W. M., & Shah, J. S. (2025). Online service failure and recovery: An integrated meta-analytic perspective of attribution and justice theories. Journal of Business Research, 172, 115752. (ABDC – A Category; Scopus Q1). DOI: https://doi.org/10.1016/j.jbusres.2025.115752
• Shah, J., Bhat, I. H., & Gundugola, S. (2025). Unraveling the post-adoptive hybrid learning experience: Perspectives from information systems. Information Discovery and Delivery, 53(2), 217–232. https://doi.org/10.1108/IDD-09-2023-0101 (ABDC C; Scopus Q1)
• Shah, J., Khanna, M., & Deshpande, R. (2025). Extending information system success model with customer experience: A MOOC system evaluation. Business Perspectives and Research, 13(2), 291–310. https://doi.org/10.1177/22785337221092836 (ABDC C; Scopus Q2)
• Shah, J., & Khanna, M. (2024). Determining the post-adoptive intention of millennials for MOOCs: An information systems perspective. Information Discovery and Delivery, 52(2), 243–260. https://doi.org/10.1108/IDD-11-2022-0109 (ABDC C; Scopus Q1)
• Swain, S., Jebarajakirthy, C., Sharma, B. K., Maseeh, H. I., Agrawal, A., Shah, J., & Saha, R. (2024). Place branding: A systematic literature review and future research agenda. Journal of Travel Research, 63(3), 535–564. https://doi.org/10.1177/00472875231168620 (ABDC A*; ABS 4; Scopus Q1)
• Shah, J., & Khanna, M. (2022). What determines MOOC success? Validation of MOOC satisfaction continuance model. Vision. https://doi.org/10.1177/09722629221131386 (ABDC C; Scopus Q2)
• Shah, J., Khanna, M., & Patel, H. (2021). Technology adoption and continuance of MOOCs: A systematic literature review, synthesis and future research agenda. Journal of Content, Community and Communication, 14(7), 106–132. https://doi.org/10.31620/JCCC.12.21/10 (Scopus Q2)

Books Authored for Courses Affiliated to University of Mumbai

• Shah, J., & Shah, M. (2018). E-Commerce & digital marketing. Vipul Prakashan. ISBN: 978-93-89132-59-5.
• Shah, J. (2018). Consumer behaviour. Vipul Prakashan. ISBN: 978-93-89132-44-1.
• Shah, J. (2019). Brand management. Vipul Prakashan. ISBN: 978-93-89365-90-0.
• Shah, J. (2023). Consumer behaviour. Vipul Prakashan. ISBN: 978-81-19985-07-4.
• Shah, J. (2023). Brand management. Vipul Prakashan. ISBN: 978-81-970465-0-6.
• Shah, J., & Shah, M. (2023). Marketing Mix I. Vipul Prakashan. ISBN: 978-93-6663-416-6.
• Shah, J., & Shah, M. (2024). Events and experiential marketing. Vipul Prakashan. ISBN: 978-81-976255-7-2.
• Shah, J., & Shah, M. (2024). Marketing Mix II. Vipul Prakashan. ISBN: 978-93-6663-487-6.
• Shah, J. (2024). Marketing management. Vipul Prakashan. ISBN: 978-81-78478-05-2.
• Shah, J. (2025). Consumer behaviour. Vipul Prakashan. ISBN: 978-93-6663-48.
• Shah, J. (2025). Introduction to marketing management. Vipul Prakashan. ISBN: 978-93-6663-487-6.

Contributor & Special Mention in Pearson Publications

• Content developer for 2 cases in the 15^th edition of Marketing Management book by Philip Kotler & Kevin Keller, Pearson publishing house.
• Content developer for the 5th edition of the Strategic Brand Management book by Kevin Keller, Ambi Parameswaran, and Isaac Jacob, Pearson.

Newspaper Article Publishing

• Shah J., (March 2026). "To Be or To Appear: Why Authenticity Is the Real Career Accelerator” Economic Times was published on 2^nd March 2026. Link: https://hr.economictimes.indiatimes.com/news/workplace-4-0/performance-management/to-be-or-to-appear-making-authenticity-your-career-accelerator/128925912
• Shah J., (March 2026). "Ambition that no one heard” Economic Times was published on 20^th March 2026. Link: https://hr.economictimes.indiatimes.com/news/workplace-4-0/talent-management/ambition-that-no-one-heard/129687412

Contributing Author for The Strategy Story

1. Amul Panchamrit: Devotional revolution in the making - https://thestrategystory.com/2020/10/05/amuls-panchamrit-devotional-revolution-in-the-making/
2. Mantras for Brand Management - https://thestrategystory.com/2020/10/27/top-brand-mantras-and-principles-of-brand-management/
3. Jio’s Offensive Marketing Warfare -https://thestrategystory.com/2020/12/24/jio-offensive-marketing-warfare/
4. Myntra – A victim of Unintentional Subliminal Branding -https://thestrategystory.com/2021/01/31/myntra-a-victim-of-unintentional-subliminal-branding/
5. Ikea ThisAble Campaign - https://thestrategystory.com/2021/05/13/ikea-thisables-campaign/
6. The Unsettling truth of Start Ups -https://thestrategystory.com/2025/02/23/the-unsettling-truth-of-start-ups/
7. The Curious Case of Rebranding - http://thestrategystory.com/2025/03/24/the-curious-case-of-rebranding/
8. AI Cold War - https://thestrategystory.com/2025/05/26/the-ai-cold-war/

Published the following articles on LinkedIn

• Unveiling the future of education for content creators (2024).
• Making the most of college life (2023).
• Social loafing (2023).
• To do or not do: The extracurricular activities of college (2023).
• Kuch naya karo: The overused topical ads in Indian advertising (2020).
• I came. I learned. I taught: Celebrating 2 decades of my teaching journey (2020).
• Lillian Gilbreth, the unspoken, unheard, lost management guru (2020).
• Former competitors become companions: Scribd acquires SlideShare (2020).
• Amul's Panchamrit means serious business (2020).
• Cineducation: An innovative teaching pedagogy (2020).
• The accidental scholar – Jagdish Sheth: A book review (2020).
• Book review: Pandeymonium (2020).
• Garmi mein doubt hatao, Sprite uthao (2020).
• Booming brands (2020).
• Will India's black money find its way back home? (2019).
• Is governance responsible for the slowdown of India's economy? (2019).
• Mission admission for BMS/BMM/BAF/BBI/BFM (2019).
• Internship: The 5Ws and 1H unleashed (2019).
• Failing is not always failure (2018).

Research Grant

• Secured a Research Grant of Rs 35000/- from the University of Mumbai for a Minor Research Proposal on "A study of Influence of Culture on buying behaviour of Indian Consumers for Herbal and Ayurvedic FMCG Products.”

Awards & Recognition

• Best Faculty Award at NMIMS for the academic year 2025-26.
• Best Case Award at 2^nd Case & Research Conference 2026 from 6^th to 8^th February 2026 organised by IIM Nagpur in collaboration with Ivey Publishing for the case titled From Better for You to SuperYou: When Celebrity Branding meets Nutrient Branding
• Best Case Award at International Case Conference 2026 from 30^th to 31^st January 2026 organised by IIM Raipur for the case titled From Reach to Relevance, Creator to Entrepreneur: Kusha Kapila’s Strategic Brand Evolution
• Best Case Award at International Management Research Conference 2025 from 5^th December 2025 to 7^th December 2025 organised by IIM Ahmedabad for the case titled BluSmart: From Green Mobility to Governance Failure
• Recognised as Best Researcher Award at NMIMS for the academic year 2024-25.
• Recognised as Course Topper for the Brand Management Course offered by the Swayam NPTEL platform in the July-November 2025 Cycle
• Recognized as the LinkedIn Top Voice on 14^thAugust 2024. LinkedIn Top Voices is an invitation-only program that features a global group of experts covering a range of topics across the professional world.
• Recognised as a Creator Expert for the India Campus Knowledge Programme by LinkedInIndia from February 2023 to July 2023.  Through this programme, LinkedIn aims to help the next generation of professionals to future-proof their careers by learning from the Creator Experts.
• Best Young Teacher Award for the year 2022 by the Higher Education Forum (HEF). It is the community of individuals & practitioners of higher education. With more than 4,000 members, HEF is India's most prominent think tank in the space of higher education. 
• Best Research Paper Award – First Prize in the Doctoral Colloquium organised by the University of Mauritius and Emerald Publishing House on 9^th-10^th March 2022 for the doctoral work titled A study on factors influencing diffusion and adoption of MOOCs among Millennials in Mumbai.
• Best Research Paper Award – First Prize (Cash Prize Rs 4 Lakhs) in the MICA’s 8^th International Communication Management Conference organised by Mudra Institute of Communication, Ahmedabad on 5^th-7^th January 2022 for the paper titled Extending UTAUT2 for determining the post-Adoptive behaviour of Millennials for MOOCs
• Best Research Proposal Award – First Prize in the 2^nd Research Clinic and Doctoral Consortium organised by Fortune Institute of International Business on 7^th August 2021 for the proposal titled Integrating UTAUT and ISS for determining the MOOC Adoption and Success among Millennials
• Best Research Paper Award – First Prize for the paper titled "Extension and Integration of Information System Success and Customer Journey Model: Need & Significance for MOOC” in the 7th Somaiya International Conference on Technology and Information Management organized by K J Somaiya Institute of Management, Somaiya Vidyavihar University on 9^th April 2021
• Best Research Paper Award – First Prize for the paper titled "Analyzing Video on Demand Entertainment Consumption through the lens of Generation Z” in an International Marketing Conference on "Marketing in the VUCA World” organized by SIES College of Management Studies on 9^th November 2019
• Best Research Paper Award – Second Prize for the paper titled "Millennials and MOOC: From Classroom to Digital Dormitories” in an International Research Conference on "Social Innovations” at ITC Grand Central, organized by Jamnalal Bajaj Institute of Management Studies, on 14^th March 2019
• Best Research Paper Award – First Prize for the paper titled "Education in the Digital World” in an International Research Conference on "Higher Education – Issues & Challenges” organized by Higher Education Forum at Patuck Gala College in Mumbai on 1^st December 2018
• Best Research Paper Award – First Prize for the paper titled "Millennials & Media: Analysing through Long Tail Theory” in the 13^th SIMSR Global Marketing Conference - 2018 on "Marketing to the Global Consumer” organized by K J Somaiya Institute of Management Studies & Research on 15^th & 16^th February 2018.
• Best Research Paper Award – First Prize for the paper titled "Mystery Shopping: An innovative quality control tool” in an International Management Research Conference on "Creating Global Organizations – Challenges and Strategies for Emerging Market Companies” organized by Alkesh Dinesh Mody Institute for Financial and Management Studies on 23^rd and 24^th January 2015
• Received third prize in ‘Dharam S. Hinduja All India essay writing competition for Lecturers’ (2013-14). The topic of the essay was "Is Governance responsible for the slowdown of India’s Economy?”. The essay has been published in their annual magazine, Hinduja Horizons 2014.

Board of Studies Appointment as Expert Panellist

• KPB Hinduja College of Commerce, Patkar Varde College, Chetanas Hazarimal Somani College of Commerce & Economics, Kirti M. Dongursee College of Arts, Science and Commerce, Ramniranjan Jhunjhunwala College, Rayat Shikshan Sansthan Karmaveer Bhaurao Patil College, J. S. Kothari College, and Tilak College of Science and Commerce.

Resource Person/ Guest Lectures taken

• Mystery Shopping – SVKM's Mukesh Patel School of Technology, NMIMS Deemed University.
• Service Marketing – Bunt's Sangha Anna College of Commerce & Economics.
• NET–SET Guidance – SIES College of Arts, Science and Commerce, Nerul; K. M. Patel College, Dombivli; Chetana's Hazarimal Somani College of Commerce & Economics.
• Celebrity Endorsement – Satish Pradhan Dnyanasadhana College.
• Goal Setting for Success – SIES College of Commerce & Economics.
• 4th National Conference on Global Issues and Opportunities in Commerce and Management – Chetana's H. S. College of Commerce & Economics and Smt. Kusumtai Chaudhari College of Arts, Bandra.
• Career Opportunities in Advertising – Chetana's H. S. College of Commerce & Economics and Smt. Kusumtai Chaudhari College of Arts, Bandra.
• Business Research Methods – K. B. Hinduja College.
• Online Learning – SIES College of Arts, Science and Commerce, Nerul.
• Personal Branding on LinkedIn – Delivered at more than 50 national and international institutions, including the Indian Institutes of Technology (Bombay and Kharagpur), Indian Institutes of Management (Visakhapatnam and Rohtak), Mudra Institute of Communications Ahmedabad (MICA), Keele University (United Kingdom), Griffith University (Australia), Africa Business School (Morocco), Jamnalal Bajaj Institute of Management Studies, Institute of Management Technology Nagpur, Symbiosis Institute of International Business, BML Munjal University, Institute of Management Studies Ghaziabad, Amity Business School Noida, Atlas SkillTech University, School of Management, Central University of Himachal Pradesh, University of Chandigarh, Maharaja Agrasen Institute of Management Studies, Shaheed Bhagat Singh College (University of Delhi), Cochin University, Vidyalankar Institute of Technology, and several SVKM, SIES and other higher education institutions across India.
• International E-Conference on Advances in Business & Management – Shaheed Bhagat Singh College, University of Delhi, in collaboration with the Delhi School of Economics and the University of Beira, Portugal.
• Making Effective Research Presentations – Akbar Peerbhoy College; ICSSR-sponsored Faculty Development Program at V. K. Krishna Menon College; ICSSR-sponsored Faculty Development Program at Akbar Peerbhoy College; Student Research Development Program at SIES College.
• Case Study Pedagogy – MES Pillai College of Arts, Science and Commerce, Panvel

Subject Expert/Session Chair

• Invited as a subject expert for the selection of Assistant Professor at NKES College, Wadala.
• Invited as a moderator and evaluator to conduct the GD-PI session for the selection of postgraduate students at the Indian School of Management & Entrepreneurship.
• Session Chair for Fourth National Level Conference on "Global Issues and Opportunities in Commerce and Management” on 18^th January, 2019, organised by Chetana’s H.S. College of Commerce & Economics, Smt. Kusumtai Chaudhari of Arts, Bandra.
• Session Chair for International E-Conference on Advances in Business & Management on 22^nd January 2022, organized by Shaheed Bhagat Singh College in collaboration with Delhi School of Economics, both affiliated with Delhi University and the University of Beira, Portugal.
• Invited as a subject expert for the selection of Assistant Professor at R.D. National College, Bandra.
• Invited as Session Chair for 2ndDoctoral Research Conclave "SAMAVESH on the theme "Leveraging Research Practices” organised by Amity Business School, Mumbai.
• Invited as Session Chair for 2nd Research Conclave "Aarohan 2.0” on the theme "Sustainable Futures: Integrating ESG Principles for Global Transformation” organised by Atlas SkillTech University, Mumbai.
• Invited as Panel Member for discussion on Trends in Hospitality Sector and Session Chair for the Research Conference "Navigating the future: Opportunities and challenges in the Hospitality, Tourism and Allied Service Sectors"on 19th November 2025 at Anjuman – I – Islam’s Institute of hospitality Management, CSMT, Mumbai.
• Invited as Session Chair for Entrepreneurship Track at International Case Conference 2026 from 30^th to 31^st January 2026 organised by IIM Raipur.
• Invited as Session Chair for Strategy Track at 2^nd Case & Research Conference 2026 from 6^th to 8^th February 2026 organised by IIM Nagpur in collaboration with Ivey Publishing.

Symposium/ FDP/ Research methodology workshops

• Research Methodology in Social Sciences – WRC-ICSSR (2013; 5 days).
• Research Proposal Development in Marketing Management – Indian Institute of Management Kozhikode (2013; 7 days).
• Research Methodology in Business and Management: SPSS & AMOS – National Institute of Industrial Engineering (NITIE), Mumbai (2013; 3 days).
• SPSS for Research – WRC-ICSSR (2013; 3 days).
• Use of SPSS in Research – Rizvi College, Bandra (2013; 2 days).
• Research Methodology in Social Sciences – WRC-ICSSR (2013; 5 days).
• Service Marketing Research & SERVQUAL Model – K. J. Somaiya Institute of Management Studies & Research (SIMSR) (2017; 2 days).
• Basics of Research Methodology – K. B. Hinduja College (2017; 3 days).
• Quantitative Marketing – SIMSR (2018; 2 days).
• Qualitative Research: Phenomenology – SVKM's NMIMS (2018; 2 days).
• E-Content Development – SIES College (2018; 1 day).
• Foundations of ICT in Teaching & Pedagogy for Online and Blended Teaching-Learning Process – IIT Bombay (2018; 6 weeks).
• Best Practices of Colleges for NAAC – SIES College of Arts, Science and Commerce, Nerul (2018; 1 day).
• Qualitative Research – SIMSR (2018; 1 day).
• Psychometrics & Scale Development in Social Sciences – S. K. Somaiya College of Arts, Science and Commerce (2018; 2 days).
• Thought Leaders Conference – Goa (2018; 3 days).
• Theory Building and Doing Research That Is Useful for Practice – SIMSR (2019; 1 day).
• Partial Least Squares Structural Equation Modelling (PLS-SEM) – SIMSR (2019; 2 days).
• Theoretical Framework of MOOC – SNDT PMMMNMTT-MHRD (2019; 7 days).
• NVivo, PLS-SEM, Meta-Analysis & SEM-AMOS – Research Shiksha (2020; 15 days).
• PLS-SEM & Multivariate Data Analysis – Amity University (2020; 6 days).
• Research Methods & Techniques – Ramanand Arya D.A.V. College (2020; 7 days).
• Research Methodology – Pillai College of Arts, Commerce & Science (2020; 7 days).
• Advanced Research Methodology – WRC-ICSSR (2020; 6 days).
• Short-Term Training Program on Contemporary Topics in Marketing – Ajay Binay Institute of Technology & AICTE (2021; 6 days).
• Advanced Data Analysis in Management and Engineering Research – AICTE Training and Learning (ATAL) Academy & Indian Institute of Information Technology and Management (2021; 5 days).
• Structural Equation Modelling – ATAL Academy & Manipal Institute of Management (2021; 5 days).
• Consulting: Building a Vibrant Industry–Academia Ecosystem – ATAL Academy & Prin. L. N. Welingkar Institute of Management Development and Research (2021; 5 days).
• Online Resources & Academic Integrity – Valia Chhaganlal Laljibhai College of Commerce (2021; 2 days).
• Basics of Research Methodology – WRC-ICSSR (2021; 5 days).
• Basics of Research, Parametric, Nonparametric, and Regression – Lal Bahadur Shastri Institute of Management (2021; 5 days).
• PLS-SEM – SVKM's NMIMS (2022; 6 days).
• Empowering Knowledge on Ethical Publishing – Elsevier (2022; 1 day).
• Case Study Pedagogy – SVKM's NMIMS (2024; 3 days).
• Indian Knowledge System – SPJIMR (2025; 1 day).
• Simulations in Classroom Teaching – SPJIMR (2025; 2 days).
• Case Writing Workshop – Indian Institute of Management Raipur (2026; 1 day).
• Case Teaching and Writing Workshop – Indian Institute of Management Nagpur (2026; 1 day).
• Empowering Ethical Advertising – Xavier Institute of Communications (2026; 1 day).
• AI Tools for Teaching & Training – SVKM's NMIMS (2026; 1 day).