Prof. Siddharth Singh

Singh, Siddharth S.

Associate Professor, Marketing
Associate Dean-Digital Transformation, e-Learning, and Marketing; Executive Director-EFPM Programme



Siddharth Shekhar Singh is an Associate Professor of Marketing at the Indian School of Business (ISB), Hyderabad and Mohali, India. He heads The Media Hub, which is ISB’s initiative for excellence in media research. He was also the first director of the Fellow Programme in Management (FPM; ISB’s doctoral programme). He has a Ph.D. (Marketing) from the J. L. Kellogg School of Management, Northwestern University (USA), an MBA (Marketing and Finance) from the University of Illinois at Urbana-Champaign (USA), and a B. Tech. (Electronics & Communications Engineering) from the Indian Institute of Technology, Banaras Hindu University (India).

Professor Singh’s research broadly focuses on a firm’s ability to achieve sustainable competitive advantage. His work attempts to help firms identify the “right” customers for acquisition and retention, and more profitably manage relationships with them over time. He researches marketing initiatives such as customer loyalty programs and online customer communities. Some other issues that he works on concern the development of financial metrics to evaluate marketing decisions (e.g., customer lifetime value), customer segmentation, purchases, returns, and marketing analytics.

Dr. Singh has co-authored three textbooks with Prof. Noel Capon (Columbia University, New York, USA) for MBA students and business executives. The books titled Managing Marketing: An Applied Approach with its companion The Marketing Toolkit, Managing Marketing: A Concise Approach, and Essentials of Managing Marketing are published by Wiley India. Dr. Singh publishes in globally renowned academic journals such as Marketing Science, Management Science, Quantitative Marketing and Economics, Journal of Service Research, Decision Support Systems and Journal of Interactive Marketing.

Prior to his Ph.D., Professor Singh worked for several years with Johnson & Johnson in Product Management and Sales Management both in the US and India. His responsibilities included managing several product lines and launching new products. His consulting experience includes firms in a variety of industries (e.g. media, healthcare, high technology, retail).



  • 2020 - Present: Associate Dean- Digital Transformation, e-Learning & Marketing, Indian School of Business
  • 2020 - Present: Executive Director- EFPM Programme, Indian School of Business
  • 2011 - Present: Associate Professor, Indian School of Business
  • 2011 - Present: Ad-hoc reviewer, Marketing Science, Management Science, Quantitative Marketing and Economics, Journal of Marketing, Journal of Service Research, Journal of Interactive Marketing, and International Journal of Forecasting
  • 2003 - Present: Organizer and Instructor, Corporate education/training programs, within ISB and outside
  • 2017 - 2020: Associate Dean, RCI Outreach & Engagement
  • 2018 - 2019: Senior Associate Dean, Admissions & Financial Aid, Indian School of Business
  • 2013 - 2018: The Media Hub, Head
  • 2011 - 2014: Fellow Programme in Management, Director
  • 2008 - 2011: Committee Member, Jones School International Alliance Committee at Rice University
  • 2003 - 2011: Assistant Professor, Jesse H. Jones Graduate School Of Business, Rice University


In the Media

March 29, 2021: AAP sounds poll bugle in Punjab, but dissent, leadership crisis cloud 2022 hopes, The Print.

November , 2020: Participated in a live panel discussion on Facebook on the topic “Entrepreneurship & Self-Reliant India” during the session ceremony of the Indian Institute of Mass Communication (IIMC), Facebook.

April 6, 2020: The power of collaboration, Business Standard.

November 26, 2020: How to Do a Competitive Analysis in 3 Steps, Amar Ujala.

June 5, 2020: Gave a live speech on Facebook on the topic “Five pillars have to be strengthened to make the country self-reliant” during the 'Hindi Journalism Week' of Makhanlal Chaturvedi University, Bhopal, Facebook.

August 10, 2020: Covid-19 has turned millennials into India’s worried generation, LiveMint.

September 15, 2020: High-end hotels struggle, LiveMint.

July 27, 2020: The celebrity and the Consumer Protection Act, IIHB, ETBrandEquity.

July 8, 2020: For millennials, pandemic makes MBA course less attractive, LiveMint.

August 1, 2020: Doing a Modi on Modi: How Arvind Kejriwal used a startup entrepreneur’s tools to reinvent himself, Times of India Edit Page.

June 6, 2020: India has the ability to become self-sufficient, Dainik Jagran & Hindimedia.

June 5, 2020: India has the ability to become self-reliant, eradicate corruption and stop the interference of bureaucracy, Prabhasakshi News Network.

July 6, 2020: Research is key to new growth, TOI Sunday Times.

May 15, 2020: Businesses that will suffer, or survive, post COVID-19, Rediff.

September 14, 2020: Table for none at Bengaluru icons, LiveMint.

September 21, 2020: Can blended learning address the challenges in HEIs post COVID, Bangalore EducationTimes.

April 12, 2019: Election Fever Grips B-school Classrooms, The Economic Times.

April 5, 2019: Opinion | A social explanation of our twisted moral compass, Live Mint.

September 25, 2019: South Scores High, The Economic Times.

March 7, 2019: Pizza Hut turns Wing Commander Abhinandan's bravery into marketing gimmick: Insensitive and opportunistic, say brand specialists, Firstpost.

June 2, 2019: Healthy Hydration, Business Today.

August 15, 2019: Does Flipkart's fashion gambit run the risk of falling between two stools?, Business Standard.

May 19, 2019: How a handful of FMCG brands continue to dominate market space, The Economic Times.

January 29, 2019: Kirana stores are here to stay": FMCG strategy for Indian retail, Forbes India.

March 4, 2019: Lenskart's vision for growth, Business Standard.

May 12, 2018: 30 schools attend meet on advanced tertiary education, Tribune.

September 23, 2018: How can “Make in India” evolve?, Fortune India.

February 23, 2018: Global Airline Alliances: Convenience or Complaints?, Forbes India.

March 1, 2018: In marketing, digital is a great opportunity, but also a great challenge, BusinessLine on Campus.

April 9, 2018: ICICI Videocon loan controversy: Why being silent won't help repair Chanda Kochhar's damaged reputation, Firstpost.

May 11, 2018: Amazon vs. Walmart: The fight for India is just beginning, CNN Business.

December 26, 2018: Brand Congress vs Brand BJP - The Great Indian Elections, ET Brand Equity.

May 17, 2018: Flipkart, Wal-kart or Flip-Mart: In its hour of need, Walmart must focus on in-house brands and not on re-branding, Firstpost.

January 22, 2018: Invited as a panelist in the program Viewpoint anchored by Bhupendra Chowbey ., CNN-News18.

February 25, 2018: Comments on "The Learning Curve" by Sonal Khetarpal, Business Today.

April 13, 2018: Amazon and Walmart take their fight to India, CNNMoney.

February 1, 2018: Comments on "Posts that rebound" by Shweta Watson, The Asian Age.

January 2, 2017: Restricted cash will make customers more value conscious, Business Standard.

April 12, 2017: Comments on "Telecom Tales Now a Subject of Study at Top Business Schools" by Devina Sengupta, The Economic Times.

June 4, 2017: Comments on "When Crisis Strikes" by Sonal Khetarpal, Business Today.

January 18, 2017: Comments on "Rs 10,000 cr Startup India fund: Who actually benefitted from this ambitious scheme?" by Sulekha Nair, FIRSTPOST.

November 9, 2017: Comments on "Philips realigns its health care map" by Sudipto Dey & Sangeeta Tanwar, Business Standard.

December 31, 2017: Participated in live discussion as a panelist on the budget during the budget session of the Indian parliament., CNN-News18.

September 18, 2017: Comments on "Nature's Basket on path to rationalisation" by Ritwik Sharma, Business Standard.

December 20, 2017: Modi’s winning strategy: Credible and consistent positioning is the key to successful marketing in politics, Times of India.

November 19, 2017: Comments on "Conquering a corporate crisis" by Neha Sharma, Livemint.

November 27, 2017: Global airline alliances: convenience or complaints?, Business Standard.

December 19, 2017: Comments on "Gujarat Assembly Election Results: Brand Narendra Modi intact but BJP takes a knock; Brand Rahul Gandhi shines through" by Sulekha Nair, Firstpost.

July 3, 2017: Comments on "How GM can reduce exit pain" by Ritwik Sharma, Business Standard.

April 18, 2017: To collaborate or not, Financial Express.

Research & Publications