Siddharth S. Singh

Siddharth Shekhar Singh is an Associate Professor of Marketing at the Indian School of Business (ISB). He previously served as Senior Associate Dean (Admissions and Financial Aid), Associate Dean (Digital Transformation, eLearning, and Marketing; and RCI Outreach and Engagement), and was 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 the International Schools of Business Management (ISBM—a UK-based charity). He holds a PhD in Marketing from the J. L. Kellogg School of Management, Northwestern University (USA), an MBA in Marketing and Finance from the University of Illinois at Urbana-Champaign (USA), and a BTech in 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 engagement, customer loyalty programs, and online customer communities. He also works on issues related to the online training of salespersons, the development of financial metrics to evaluate marketing decisions (e.g., customer lifetime value), customer segmentation, purchases, returns, and marketing analytics.

Professor 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 rigour and real-world business experience, he is an in-demand columnist and speaker whose expert commentary has appeared in globally prestigious print and broadcast outlets, including CNN-News18, 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.

Professor Singh has a keen interest in new ventures. He has been teaching the New Product Development and Marketing course for the past 18 years in both 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 PhD, he 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 such as  consumer products and services, healthcare, agriculture, media, high technology, and retail.

• PhD in Marketing, J. L. Kellogg School Of Management, Northwestern University, 2003
• MBA in Marketing & Finance, University of Illinois, 1996
• Bachelor of Technology in Electronics Engineering, Institute of Technology, Banaras Hindu University, 1994

Academic positions

• 2018 - Present: Member, Board of Directors, International Schools of Business Management(ISBM); UK Charity
• 2011 - Present: Associate Professor, Indian School of Business
• 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 Positions

• 2022 - Present: National Advisory Committee (NAC) Member, Indian Space Association (ISpA)
• 2022 - Present: , S5 Business management private limited
• 2022 - Present: Independent Director, NCDEX eMarkets Limited (NeML)
• 2021 - Present: Member, Board of Directors, Atal Incubation Centre (AIC)
• 2021 - Present: Governing Council Member, Neuron, Software Technology Parks of India (STPI) CHANDIGARH, Centre of Entrepreneurship
• 2021 - Present: Governing Council Member, Apiary, Software Technology Parks of India (STPI) GURGAON, Centre of Entrepreneurship
• 2021 - Present: Governing Council Member, Medtech, Software Technology Parks of India (STPI) LUCKNOW, Centre of Entrepreneurship
• 2017 - Present: Member, Board of Directors, Dlabs
• 2018 - 2021: Member, Board of Directors, Petronet LNG 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
• 1993 - 1994: General Secretary of BHU Student Union, Banaras Hindu University Student Union, Varanasi, India

• May 1, 2025: Private Equity 2.0, Financial Express.
• April 29, 2025: Rise of Secondaries And Continuation Funds In India, Forbes India.
• April 10, 2025: Property Tax Regulations Need A Major Revamp, The Hindu Business Line.
• November 6, 2024: Emerging Branding Trends: Breaking Away the Gender Bracketing, The Economic Times.
• September 25, 2024: Is AI ready to replace humans?, Forbes India.
• June 5, 2024: How to reform higher academia for India's economic and technological development, Forbes India.
• February , 2024: ISB ranking rides on higher proportion of female students, Financial Express.
• May 23, 2023: QR as a code for marketing, Business Standard.
• May 23, 2023: QR as a code for marketing, Business Standard.
• November 14, 2022: How moonlighters stay productive, Mint.
• October , 2022: Independent Directors: Ethical Guides for Boards, Director Today.
• October , 2022: special issue for Director Today on Independent Directors, DT Director Today.
• October 17, 2022: No Khan, nor Kapoor, CEOs are the new brand ambassadors, ETBrandEquity.
• July 22, 2022: 6 Highlights About Indian School of Business, THE RED PEN.
• July 12, 2022: ISpA forms National Advisory Committee, Times of India.
• May 19, 2022: Will replacing PhD professors with practitioners work?, The Hindu.
• March 9, 2022: UP's Villages emphasis on increasing income from tourism, Dainik Bhaskar.
• December 1, 2021: Forge relations with consumers and avoid mistrust to better leverage user data, Forbes India.
• December 1, 2021: World AIDS Awareness Day: New HIV infections down 31% in the last decade: UNAIDS 2021, Forbes.
• June 17, 2021: Digital Interview, ISB-Centre for Business Markets (CBM) Marketing Excellence Newsletter.
• March 29, 2021: AAP sounds poll bugle in Punjab, but dissent, leadership crisis cloud 2022 hopes, The Print.
• November 26, 2020: How to Do a Competitive Analysis in 3 Steps, Amar Ujala.
• November 23, 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.
• 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 26, 2020: Research is key to new growth, TOI Sunday Times.
• July 8, 2020: For millennials, pandemic makes MBA course less attractive, LiveMint.
• June 6, 2020: India has the ability to become self-sufficient, Dainik Jagran & Hindimedia.
• June 6, 2020: भारत में है आत्मनिर्भर बनने की क्षमता: प्रो. सिद्धार्थ शेखर सिंह, Jagran.
• 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: देश को आत्मनिर्भर बनाने के लिए पांच स्तंभों को मजबूत करना होगा: सिद्धार्थ शेखर सिंह, Amar Ujala.
• 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.
• July 29, 2019: Chaayos seeks to get the blend right, 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 22, 2019: Always ready, Business Standard.
• 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 6, 2019: Pizza Hut turns Wing Commander Abhinandan's bravery into marketing gimmick: Insensitive and opportunistic, say brand specialists, Firstpost.
• March 04, 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.
• July 9, 2018: Disney's next 700 million viewers might be in India, CNNMoney.
• June 27, 2018: Revamping education in India, CNN-News 18.
• 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 13, 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 09, 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 01, 2018: Comments on "Posts that rebound" by Shweta Watson, The Asian Age.
• January 28, 2018: PM Modi Projected India as a Global Power Ready for Leadership in Davos, News18.com.
• 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 09, 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 04, 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 03, 2017: Comments on "How GM can reduce exit pain" by Ritwik Sharma, Business Standard.
• June 04, 2017: Comments on "When Crisis Strikes" by Sonal Khetarpal, Business Today.
• May 15, 2017: Comments on "AAP against the wall" by Ritwik Sharma, Business Standard.
• April 18, 2017: To collaborate or not, Financial Express.
• April 12, 2017: Comments on "Telecom Tales Now a Subject of Study at Top Business Schools" by Devina Sengupta, The Economic Times.
• April 05, 2017: Comments on "Frooti gets fizzy: Back with a burp" by Amit Bapna, The Economic Times - Brand Equity.
• March 22, 2017: Comments on "Idea-Vodafone merger: Why the $23 bn deal throws up a humongous integration challenge" by Sulekha Nair, Firstpost.
• January 19, 2017: Rs 10,000 cr Startup India fund: Who actually benefitted from this ambitious scheme?, Firstpost.
• January 02, 2017: Restricted cash will make customers more value conscious, Business Standard.
• December 10, 2016: The Media Landscape, The Times of India.
• November 29, 2016: Samsung Galaxy Note 7 fires: Check out the explosive story, The Financial Express.
• November 17, 2016: The demon in demonetisation, The Hindu -BusinessLine.
• October 26, 2016: Brand Tata Won't Take a Hit Over Mistry's Dismissal, say Experts", The Economic Times, Hyderabad.
• September 07, 2016: A roll call of questions : Indian B-school gurus on the advise they give, The Economic Times.
• July 22, 2016: Indian economy is growing rapidly, but youth is still lured by jobs in foreign lands, Business Insider.
• July 22, 2016: TRENDINC - INDIA SHINING BUT GLOBAL GLITTER Still Hard To Resist, The Times of India (Pune).
• May 10, 2016: Marketing strategy of Café Coffee Day against its rivals, The Financial Express.
• February 21, 2016: How startup founders are finding inspiration, comfort and support in informal networking groups, Economic Times.
• January 26, 2016: Making of a smart store, The Financial Express.
• November 25, 2015: Bahwan Cybertek, ISB complete yet another module on marketing, Times of Oman.
• November 14, 2015: "How to convince customers and rebuild brand trust", Livemint.
• October 29, 2015: "Incubation of 17 start-ups set to change economy", Daily Post.
• October 19, 2015: Apple iPhone 6 No. 1 in BS Brand Derby, Business Standard.
• October 19, 2015: Leading the charge, Business Standard.
• October 09, 2015: Maggi set to make a comeback, but it may be a difficult journey ahead, Hindustan Times ( Kolkata).
• June 17, 2015: Maggi controversy emerges as a teachable moment for celebrities & brands alike, The Economic Times.
• June 12, 2015: "How ecommerce giants like Amazon and Flipkart are piloting rural distribution model to cater small town customers", The Economic Times.
• June 08, 2015: Nestlé just forgot about its market, The Hindu -BusinessLine.
• June 08, 2014: Brand Modi Must Meet Its Promise Of Good Governance, Business Today.
• May 18, 2014: Online convenience: Click shopping gains consumers, Hindustan Times.
• May 16, 2014: India Inc Hails Modi Victory, Looks For Bold Reforms, Businessworld.
• May 09, 2014: "Globalisation of Management Studies", Education Times, The Times of India.
• April 28, 2014: The BJP's next big challenge, The Hindu Business Line.
• April 28, 2014: DocTree: How Sreenivasan Narayan started the online venture to offer medicare at fair price, The Economic Times.
• January 09, 2014: Twitter faces BJP flak over its new India news head, HT Mint.
• December 20, 2013: After AAP's entry, both BJP and Congress have to reinvent, FIRSTPOST.
• September 15, 2013: Why Communal Clashes Matter in Vote-bank Politics, The Economic Times.
• August 17, 2013: There’s no valid reason why onions should cost so much, Financial Chronicle.
• August 12, 2013: "Instant gratification in installments", Business Standard.
• August 04, 2013: Where Modi is Going Wrong ?, The Economic Times.
• July 08, 2013: Price, variety or fulfillment?, Business Standard.
• June 30, 2013: Missing the point, The Economic Times Magazine.
• June 18, 2013: Eager buyers turn India into EMI nation, Livemint.
• May 10, 2013: “Indians itching to splurge on holiday, entertainment”, Financial Chronicle.
• April 11, 2013: "Western wear edges out saris at offices, The Times of India.
• April 10, 2013: Godrej's new commercial featuring Aamir Khan tries create an emotional connect with consumers, The Economic Times.
• March 6, 2013: E-commerce Startups Piggyback on Religion, The Economic Times.
• March 01, 2013: Got bad online reviews?, Business Standard.
• December , 2012: Invited as a guest to discuss the state of higher education in India., NDTV program Money Mantra.
• June 18, 2012: The Model is Inherently Futuristic, Businessworld.
• April 22, 2012: Sari gets pink slip suit rules job market, The Times of India.
• February 18, 2012: Small Wonders, Outlook.
• December , 2011: Consumer is the Queen, Modern Food Processing.
• November 25, 2011: Social Media Not Working, Impact.
• November 25, 2011: Social Media Not Working, The Economic Times.
• October 30, 2011: The story of India's Rs 60,000 cr second-hand market, minus cars and bikes, The Economic Times.
• December 18, 2010: Community Forums Make eBay Users Savvier Shoppers, ConsumerAffairs.com.
• December 18, 2010: eBay communities make participants better buyers and sellers: Study, Asian News International (ANI), DailyIndia.com.
• November 5, 2010: Post-Service Surveys Might Harm Business, Study Says, O&P Business News.
• November 29, 2008: They ask their clients to think like a customer, by Sandra Bretting, Houston Chronicle.
• May 23, 2008: Patching up in his specialtyÓ, by Sandra Bretting, Houston Chronicle.
• March 19, 2007: MINDING YOUR BUSINESS: Spend budget dollars on folks who will respondÓ, by Iris Taylor, Richmond Times-Dispatch.