Dr. Jinal Shah

Assistant Professor - Marketing,
School of Business Management

Academic and Professional 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, Celebrity Marketing, Cultural Influences in Marketing, Millennials & 

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) 

Major Achievements, Honours and Awards:

1. 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 

2. 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
3. Best Case Award at International Management Research Conference 2025 from 5^th December 2025 to 7^th December 2025 organised by IIM A for the case titled BluSmart: From Green Mobility to Governance Failure 

4. Recognised as Best Researcher Award at NMIMS for the academic year 2024-25. 

5. Recognised as Course Topper for Brand Management Course offered by Swayam NPTEL platform in July-November 2025 Cycle. 

6. 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. 

7. 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.

8. Best Young Teacher Award for the year 2022 by 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. 

9. Best Research Paper Award – First Prize in the Doctoral Colloquium organised by 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. 

10. 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 

11. 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 

12. 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 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 

13. 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
14. 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 

15. 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 

16. Best Research Paper Award – First Prize for the paper titled "Millennials & Media: Analysing through Long Tail Theory” in 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. 

17. 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

18. Received third prize in ‘Dharam S. Hinduja All India essay writing competition for Lecturers’ (2013-14). The topic of essay was "Is Governance responsible for slowdown of India’s Economy”. The essay has been published in their annual magazine Hinduja Horizons 2013-14

Research Grant:

• Secured a Research Grant of Rs 35000/- in the academic year 18-19 from University of Mumbai for Minor Research Proposal on "A study of Influence of Culture on buying behaviour of Indian Consumers for Herbal and Ayurvedic FMCG Products.” 

Publications:

1. 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 https://doi.org/10.1016/j.jbusres.2025.115752.
2. Published an article titled Unraveling the post-adoptive hybrid learning experience: perspectives from information systems in the journal of Information Discovery and Delivery in July 2024. (ABDC – C Category, Scopus Q2 and UGC Care Indexed). DOI: https://doi.org/10.1108/IDD-09-2023-0101
3. Published an article titled Determining the Post-Adoptive Intention of Millennials for MOOCs: an Information Systems Perspective in the journal of Information Discovery and Delivery in July 2023. (ABDC – C Category, Scopus Q2 and UGC Care Indexed). DOI: https://doi.org/10.1108/IDD-11-2022-0109
4. Published an article titled Place Branding: A Systematic Literature Review and Future Research Agenda in Journal of Travel Research in April 2023. (ABDC – A* Category, ABS 4, Scopus Q1 and UGC Care Indexed). DOI: https://journals.sagepub.com/doi/10.1177/00472875231168620
5. Published an article titled What determines MOOC Success? Validation of MOOC Satisfaction Continuance Model in the journal titled Vision: The Journal of Business Perspectives in September 2022. (ABDC – C Category, Scopus Q3 and UGC Care Indexed). DOI: 10.1177/09722629221131386
6. Published an article titled Extending Information System Success Model with Customer Experience: A MOOC System Evaluation in the journal titled Business Perspectives & Research in March 2022. (ABDC – C Category, Scopus Q3 and UGC Care Indexed). DOI: 10.1177/22785337221092836
7. Published an article titled Technology Adoption and Continuance of MOOCs: A Systematic Literature Review, Synthesis and Future Research Agenda in the journal titled Journal of Content, Community and Communication, Volume 14 (106-132) in December 2021. (Scopus Q3 and UGC Care Indexed). DOI: 10.31620/JCCC.12.21/10
8. Content developer and special mention for 2 cases in the 15th edition of Marketing Management book by Philip Kotler & Kevin Keller, Pearson publishing house.
9. Content developer and special mention for 5th edition of Strategic Brand Management book by Kevin Keller, Ambi Parameswaran and Isaac Jacob, Pearson.
10. Authored following books for Courses affiliated to University of Mumbai 

Sr. No.	Title	ISBN No.	Class	Year of Publishing
1	E-Commerce & Digital Marketing	978-93-89132-59-5	Third Year Bachelor of Management Studies	2018
2	Consumer Behaviour	978-93-89132-44-1	Third Year Bachelor of Mass Media	2018
3	Brand Management	978-93-89365-90-0	Third Year Bachelor of Management Studies	2019
4	Consumer Behaviour	978-81-19985-07-4	Masters of Commerce	2023
5	Brand Management	978-81-970465-0-6	Masters of Commerce	2023
6	Marketing Mix I	978-93-6663-416-6	First Year Bachelor of Commerce	2023
7	Events and Experiential Marketing	978-81-976255-7-2	Third Year Bachelors of Business Administration	2024
8	Marketing Mix II	978-93-6663-487-6	First Year Bachelor of Commerce	2024
9	Marketing Management	978-81-78478-05-2	First Year Bachelor of Management Studies	2024
10	Consumer Behaviour	978-93-6663-48	Second Year Bachelor of Management Studies	2025
11	Introduction to Marketing Management	978-93-6663-487-6	Second Year Bachelor of Management Studies	2025

 

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/

Subject Expert/Session Chair:

• Invited as a subject expert for selection of Assistant Professor at NKES College, Wadala.
• Invited as a moderator and evaluator for conducting the GD-PI session for the selection of Post Graduate students at Indian School of Management & Entrepreneurship.
• Invited as Judge for Avishkaar Research Competition organised by SNDT University for evaluating Research Projects of UG-PG students and Faculty of Commerce & Management.
• Invited as Judge for Tantravihar Research Competition organised by Vidyalankar Institute of Technology for evaluating Research Projects of UG students.
• 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 University of Beira, Portugal.
• Invited as a subject expert for selection of Assistant Professor at R D National College, Bandra.
• Invited as Jury for the event Agency Wars in November 2022 organised by Inkspell Media in collaboration with the Global Trends Forum and co-powered by NMIMS University - School of Branding and Advertising for the exclusive in-person edition of the Ad World Showdown 2022– The Ultimate Battle of Branding & Advertising.
• Invited as Session Chair for 2ndDoctoral Research Conclave "SAMAVESH on the theme "Leveraging Research Practices” organised by Amit 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 Campus, 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. 

Board of Studies Appointment:

1. Appointed as Board of Studies member at KPB Hinduja College of Commerce for three years from April 2023.
2. Appointed as Board of Studies member at Patkar Varde College for three years from April 2023.
3. Appointed as Board of Studies member at Chetanas Hazarimal Somani College of Commerce & Economics for three years from September 2022.
4. Appointed as Board of Studies member at Kirti M. Dongursee College of Arts, Science and Commerce for three years from August 2022.
5. Appointed as Board of Studies member at Ramniranjan Jhunjhunwala College for three years from July 2021.
6. Appointed as Board of Studies member at Rayat Shikshan Sansthan Karmaveer Bhaurao Patil College from October 2019.
7. Reappointed as a Subject Expert for the Board of Studies (BoS) in Marketing area of Kirti M. Doongursee College of Arts, Science and Commerce (Autonomous), Mumbai for a period of three years from July 2025.
8. Appointed as a Subject Expert for the Board of Studies (BoS) in Marketing area of Tilak College of Science and Commerce, Vashi on 16^th July 2025 for a period of three years.
9. Invited as a Subject Expert for the Board of Studies (BoS) in Marketing area in DES' J S Kothari Business School (JSKBS) on 14^th June 2025

Guest Session:

• Conducted guest session on the topic of Personal Branding on LinkedIn at IIT Bombay, IIT Kharagpur, IIM Vishakhapatnam, IIM Rohtak, MICA, JBIMS, Africa Business School, Morocco, NMIMS Central Training, NMIMS - Mumbai, Navi Mumbai, Hyderabad, Shirpur, Dhule, Keele University-UK, Griffith University-Australia, Symbiosis University, Mithibai College, IMT Nagpur etc.
• Conducted guest sessions on various topics of Research Methodology at ICSSR sponsored and MMMMT programs at various colleges in Mumbai and other parts of the country. 

FDPs: Attended several workshops on research methodology, case writing, teaching pedagogy at IIT Bombay, IIM Kozhikode, IIM Raipur, IIM Mumbai, IIM Nagpur, SPJIMR, NMIMS, SIMSR, SIESCOMS, etc.