Prof. Siddharth Singh

Siddharth S. Singh

Associate Professor, Marketing



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 ApproachManaging Marketing: A Concise ApproachEssentials 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).



  • 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


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.

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

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

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

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

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

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

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

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

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

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.

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.

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

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

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

June 2, 2019: Healthy Hydration, Business Today.

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

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.

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

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

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

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

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

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.

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

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

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

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

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

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

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

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

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

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

December 31, 2017: Participated in live discussion as a panelist on the budget presented by the finance minister of India., News18 webcast.

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

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.

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

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

November 11, 2017: Comments on "M' goes off the menu at McDonald's" by Alokananda Chakraborty & Surajeet Das Gupta, Business Standard.

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

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

August 4, 2017: Comments on "Patanjali's foray into apparels is fine but can Baba Ramdev's swadeshi ideology define fashion?" by Sulekha Nair, Firstpost.

July 26, 2017: Comments on 'IIT or not, PEC is in for a name change" by Vishaka Chaman, Times Of India.

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

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

Research & Publications