Singh Siddharth S.

Siddharth S. Singh

Associate Professor, Marketing

Overview

Dr. Siddharth Shekhar Singh is tenured Associate Professor of Marketing at the Indian School of Business (ISB), Hyderabad and Mohali, India. Earlier he served as Senior Associate Dean (Admissions and Financial Aid), Associate Dean (Digital Transformation, eLearning, and Marketing; and RCI Outreach and Engagement), and the first Director of the Doctoral programme at ISB. He is a member of the Board of Directors of DLabs, a technology business incubator of ISB. He also serves as an Independent Director on the Board of Directors of Petronet LNG Limited and International Schools of Business Management (ISBM—a UK based charity). 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).

Dr. 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 engagement, customer loyalty programs and online customer communities. Some of the other issues that he works on concern the online training of salespersons, 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 four textbooks for MBA students and business executives. The books titled Managing Marketing: An Applied Approach, Managing Marketing: A Concise Approach, Essentials of Managing Marketing, and Digital Marketing: Strategy & Tactics are published by Wiley India.

Because of his rare combination of academic rigor and real-world business experience, Dr. Singh is an in-demand columnist and speaker whose expert commentary has appeared in globally prestigious print and broadcast outlets, including CNN-News18 in India, top Indian news channel NDTV, CNN Money, Forbes India, Fortune India, The Economic Times, The Times of India, Business Today, The Hindu, Livemint, Businessworld, and others. He also publishes in distinguished academic journals such as Marketing Science, Management Science, Journal of Marketing Research, Quantitative Marketing and Economics, and the Journal of Service Research.

Dr. Singh has a keen interest in new ventures. He has been teaching the New Product Development and Marketing course for the last 18 years in India and the USA. He is a co-founder and strategic advisor at Bsharp Sales Enablers Pvt. Ltd. He advises numerous startups and regularly participates in various capacities (e.g., juror and speaker) at startup events. Prior to his Ph.D., Dr. Singh worked for several years with Johnson & Johnson (J&J) in Product and Sales Management roles. Hired through J&J’s prestigious global leadership development program—the IRDP—his responsibilities included managing several product lines and launching new products for J&J hospital products group in India. His consulting experience includes firms in a variety of industries (e.g. consumer products/services, healthcare, agriculture, media, high technology, retail).

Experience

Academic

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
2020 - 2021: Associate Dean- Digital Transformation, e-Learning & Marketing, Indian School of Business
2020 - 2021: Executive Director- EFPM Programme, Indian School of Business
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

Professional

2016 - Present: Strategic Advisor, Backspace Entertainment Private Limited, Gurugram, Haryana, India
2016 - Present: Strategic Advisor, RVM Recycle Pvt. Ltd. , New Delhi, India
2012 - Present: Co-Founder & Strategic Advisor, Bsharp Sales Enablers Private Limited
1999 - 1999: Product Manager, Johnson and Johnson (JJPP), India and Nepal
1997 - 1999: Regional Sales Executive, Johnson and Johnson (JJPP), Northern India
1996 - 1997: International Recruitment and Development Program (IRDP) candidate, Johnson and Johnson (JJPP), USA
1990 - 1994: General Secretary of BHU Student Union, Banaras Hindu University Student Union, Varanasi, India

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.

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

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

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.