N. SRINIVAS REDDY

Faculty Profile

N. SRINIVAS REDDY

Assistant Professor, Co-Chair: Placements and Corporate Engagement

Area:

Marketing Management

Edu:

MBA, UGC NET, PhD

Date of Joining:

29th Sep 2016

Biography

Prof. N. Srinivasa Reddy is an assistant professor in marketing at the T. A. Pai Management Institute (TAPMI), Manipal. He holds a PhD from Manipal Academy of Higher Education. With a career spanning over 7.5 years in academia and 14 years in industry, Prof. Reddy has developed his expertise in sales and marketing. He worked in the banking sector for more than 11 years, particularly in mortgage loans divisions of leading banks and financial companies such as Axis Bank and ICICI Bank. At TAPMI, Prof. Reddy teaches Marketing Management, Consumer Behavior, Digital Marketing, and Sales Strategy. His research focuses on key areas, such as consumer decision-making, mortgage shopping behavior, and marketing strategies. His scholarly work has been featured in journals, including Cogent Economics & Finance and the International Journal of Housing Markets and Analysis.

Teaching

Customer Relationship Marketing, Sales Management

Research

Impact of New technologies on customer behavior in Banking

Publications

Reddy, S.N., Mahadevan, S.,Thanigan,J.,Chakraverty,S., Chakraborty,J. (2022). Stemina Lubricants: Sales and Marketing Challenges of a Small Enterprise. Ivey Publishing.
Mahadevan, S., Thanigan, J., & Reddy, S. (2021a). Sunray India Limited-Distribution Strategy [Article]. Asian Case Research Journal, 25(2-3), 163-172. https://doi.org/10.1142/S0218927521500073
Mahadevan, S., Thanigan, J., & Reddy, S. (2021b). ZealVita: winning marketing formula [Article]. CASE Journal, 17(6), 893-909. https://doi.org/10.1108/TCJ-08-2020-0101
Mahadevan, S., Thanigan, J., & Reddy, S. (2022). Good Morning Breakfast Cereal: Dimensioning Challenge [Article]. Asian Case Research Journal, 26(2), 145-160. https://doi.org/10.1142/S0218927522500067
Reddy, S.N., & Thanigan, J. (2022). Antecedents of customer mortgage shopping satisfaction: the mediating role of search intensity, evidence from the NSMO survey [Article]. International Journal of Housing Markets and Analysis. https://doi.org/10.1108/IJHMA-06-2022-0094
Thanigan, J., Reddy, S. N., Sethuraman, P., & Irudhaya Rajesh, J. (2021). Understanding Consumer Acceptance of M-Wallet Apps: The Role of Perceived Value, Perceived Credibility, and Technology Anxiety [Article]. Journal of Electronic Commerce in Organizations, 19(1), 65-91. https://doi.org/10.4018/JECO.2021010104

Conferences and Workshops

Awards

Media Coverage