Birla Institute of Technology, Mesra
Dr. Shradha Shivani
Professor, Management
Ph.D., MBA
Contact Address
Permanent Address 504, Amrawati Apartments, Circular Road Ranchi -834001 Jharkhand, India
Local Address Department of Management BIT, Mesra , Ranchi - 835215 Jharkhand, India
Phone (Office) 916512275233
Phone Residence 91-9431161402
Email Id
Joined Institute on : 2-Aug-1995

  Work Experience
Teaching : 27 Years

Research : 22 Years

Individual: 4 Years

  Professional Background

Worked as a Marketing professional in the industry (Publishing and Metal ) from 1991 to 1995

  Research Areas
  • Guided Doctoral work in the areas of Marketing Communication, Brand Management, Entrepreneurship, Sustainable Development Goals  & e-Governance.
  • Current research areas include Sustainable Entrepreneurship, Advertising, Brand Management, Consumer  Behaviour &  Pedagogy for Technical Education

Sponsored Projects 

  1. Possibilities of Inclusion of Tribal Languages in the Curriculum of DoW-run Residential Schools for STs and Assessment of Learning Aptitude of Students (Rs 9 Lacs), Tribal Research Institute, Ranchi, Jharkhand, ongoing.
  2. Attitude towards Female Role Portrayal in Advertising & its impact on Brand Image & Purchase Intention; A study of linkages with Feminine Role Orientation (Rs 12 Lacs), ICSSR, completed in 2018
  3. Institute Coordinator for Pedagogy project of National Mission for Education through Information and Communication Technology, MHRD, GOI, Anchored by IIT Kgp, (40 Lacs), Completed September 2017
  4. Making of an Entrepreneur; A Study of Employment Status Choice and Entrepreneurial Intent of Youth (Rs 8 Lacs), ICSSR, completed 2008
  5. Institute Coordinator, Content Development and IT Localisation Network (Rs 40 lacs), MCIT, GOI, completed 2005
  6. An investigation of the factors Influencing Women Entrepreneurship in South Chotanagpur Region  (Rs 5.2 Lacs), AICTE, completed 2003

Recent FDPs Conducted

  1. ATAL Online Faculty Development Programme on Design Thinking for Excellence in OBE and Digital Learning from 29-11-2021 to 03-12-2021 (Sponsored by AICTE)
  2. Online Faculty Development Programme on OBE and Online Learning-Teaching Organized by Department of Management, BIT Mesra from 29-06-2020 to 03-07-2020
  3. Workshop on “Excellence in Pedagogy and Quantitative Research”Organized by Department of Management and Department of Computer Science and Engg, BIT Mesra from 26-08-2019 to 30-08-2019 (TEQIP-III Sponsored)
  4. FDP on “Pedagogy for Outcome Based Management Education” Organized by Department of Management, BIT Mesra from 21-04-2015 to 05-05-2015 (Sponsored by AICTE)

Details of the Doctoral Work Supervised:

  1. Information Technology as an Enabler for Knowledge Management: A study of Indian Coal Mining Industry (2019), P C Mishra.
  2. Consumer Characteristics and Hedonic Value Perception; A Study of Retail Products (2018), Arpita Pandey
  3. Retail Consumption and Economic Development as Influencers of Quality of Life; A Study in the Urban Indian Context (2017), Debjani Bannerjee
  4. A Study of Female Portrayal in Indian Advertising and Its Impact on Marketing Communication (2015), Shyama Kumari
  5. Antecedents of service brand equity: A study of the retail banking sector (2014), Somnath Mukherji
  6. A Study of adoption of e-Governance in India (2014), Rohini Jha
  7. The Determinants and Effect of Brand Equity: A Study of the passenger car Market in India (2010),  Tanmay Chattopadhyaya

Journal Publications 

  1. Srivastava, P., Mishra, N., Srivastava, S., & Shivani, S. (2024). Banking with Chatbots: The Role of Demographic and Personality Traits. FIIB Business Review0(0).
  2. Srivastava, M., Shivani, S., & Dutta, S. (2023). Antecedents of Sustainability-oriented Entrepreneurial Intentions: A Comprehensive Model and Empirical Evidence. Sustainable Development.
  3. Srivastava, M., Shivani, S., & Dutta, S. (2023). Sustainability-oriented entrepreneurial intentions: Work values and the theory of planned behaviour. Journal of Small Business and Enterprise Development.
  4. Mishra, N., Srivastava, P., Mahato, S., & Shivani, S. (2023). Use and acceptance of crypto currencies in India: An evaluation of block chain application in financial sector using PLS SEM and ANN approach. International Journal of Quality & Reliability Management.
  5. Srivastava, M., Shivani, S., & Dutta, S. (2023). Entrepreneurial Self-Efficacy of Indian Youth: Family Climate as a Driver. Handbook of Research on Designing Sustainable Strategies to Develop Entrepreneurial Intention, IGI Global. 303-325.
  6. Srivastava, M., Shivani, S., & Dutta, S. (2023). An empirical contribution towards measuring Sustainability-oriented Entrepreneurial Intentions: A Study of Indian Youth. Environment, Development and Sustainability, 1- 27.
  7. Srivastava, M., Shivani, S., & Dutta, S. (2022). Intrinsic Rewards and Sustainability-Oriented Entrepreneurial Intentions. Handbook of Research on Promoting an Inclusive Organizational Culture for Entrepreneurial Sustainability, 131-147.
  8. Shivani, S., Sahay, E., Mukherjee, S., & Fatima, S. (2022). Attitude Towards Female Role Portrayal in Advertising and Its Impact on Brand Image & Purchase Intention: Linkages with Feminine Role Orientation. Stakeholder Wellbeing and Value Creation12, 29.
  9. Dutta, S., & Shivani, S. (2021). Acceptance and Use of E-Commerce Technology among Micro & Small Women Entrepreneurs in India: Analysis of Determinants. International Journal of Business Innovation and Research, 1(1), 1.
  10. Mishra P C, Shivani S, Kishore S (2018) , Information Technology as an enabler for Knowledge Management; A Study of Indian Coal Mining Industry, Journal of Global Information Technology Management, 21 (3), 208-225
  11. Rohini Jha, S Shivani (2018), "E-Governance Assessment of States and UTs of India through EAF " published in International Journal of Arts and Commerce, vol 7 No3, 
  12. Mukherjee, S., & Shivani, S. (2016). Marketing mix influence on service brand equity and its dimensions. Vision, 20(1), 9-23.
  13. S Kumari, & S Shivani, (2014). Female Portrayals in Advertising and Its Impact on Marketing Communication—Pieces of Evidence from India. Management and Labour Studies, 39(4), 438-448.
  14. Banerjee, D., & Shivani, S. (2015). Has modern retailing in India influenced the consumption expenditure behavior of urban socioeconomic classes. Indian Journal of Marketing, 45(6), 37-52.
  15. Kumari, S., & Shivani, S. (2015). Mapping the Portrayal of Females in Contemporary Indian Advertisements. Media Watch, 6(2), 173-187.
  16. Mukherjee, S., & Shivani, S. (2013). Influence of physical evidence on service brand image dimensions and brand equity. Indian Journal of Marketing, 43(6), 15-28.
  17. Mukherjee, S., & Shivani, S. (2013). Service marketing mix and brand equity the servicescape advantage. Asian Journal of Research in Business Economics and Management, 3(4), 236-246.
  18. Kumari, S., & Shivani, S. (2012). A study on gender portrayals in advertising through the years: A review report. Journal of Research in Gender Studies, 2(2), 54.
  19. Arpita Pandey, S Shivani (2012), Hedonic Value Perception Of Retail Product: A Demographic Comparison for Apparel,  Research Link, Vol XI (4) 
  20. S Kumari, S Shivani (2012), Indian Rural Market: Making Way for Growth and Sustenance for Corporate, Asia Pacific Journal of Management.
  21. Arpita Pandey, S Shivani, (2012), A Study of Consumer Perception & Determinants of Hedonic Value for Non-Food Products in India,(2012) Journal of Management Development & Research, Volume II, Issue I, 
  22. Mukherjee, S., & Shivani, S. (2011). Influencing the human elements: The industrial branding rationale. View at4(2), 9.
  23. Chattopadhyay, T., Dutta, R. N., & Sivani, S. (2010). Media mix elements affecting brand equity: A study of the Indian passenger car market. IIMB Management Review, 22(4), 173-185.
  24. Chattopadhyay, T., Shivani, S., & Krishnan, M. (2010). Marketing mix elements influencing brand equity and brand choice. vikalpa35(3), 67-84.
  25. Chattopadhyay, T., Shivani, S., Krishnan, M., & Pillania, R. K. (2009). Consumer imperfection in observation–is it a boon for manufacturers? The case of India's automobile sector. International Journal of Electric and Hybrid Vehicles, 2(1), 1-17.
  26. Chattopadhyay, T., Shivani, S., & Krishnan, M. (2009). Determinants of brand equity-A blueprint for building a strong brand: A study of automobile segment in India. African Journal of Marketing Management, 1(4), 109-121.
  27. Tanmay Chattopadhyay, S Shivani,(2009) ,Do multiple time consumers also observe imperfectly? The case of Indian automobile consumer” Indian Journal of Marketing.
  28. Tanmay Chattopadhyay, S Shivani,(2008) “Approaches to measurement of consumer based brand equity,” Synergy, Vol. 3, no. 1, pg. 36 –43
  29. Jha, R., and Sivani, S., (2008) Towards a Methodology for Defining Implementation Strategies for E-governance Adoption: the Indian States, International Journal of Applied management and technology, Vol 5, No 3., 117-138
  30. Shivani, S., Mukherjee, S. K., & Sharan, R. (2006). Socio-cultural influences on Indian entrepreneurs: The need for appropriate structural interventions. Journal of Asian Economics, 17(1), 5-13.
  31. S Shivani, Rakesh R Pandey, Branding in Retail: Imperatives for Growth, (2008), Advertising Express, ICFAI University Press.
  32. S Shivani, S K Mukherjee,(2006) Sociocultural Context of Entrepreneurship in India: A Study of the Motives and Inspirations of Entrepreneurs, Prestige Journal of Management Research, Vol12
  33. Somnath Mukherjee, S Shivani, (2006) Green Marketing : Corporate Social Responsibility and the Opportunity Ahead, “Growth, Journal of Management training institute SAIL, Vol 34 No 1.
  34. S Shivani, S K Mukherkee,(2005) Sociocultural context of entrepreneurial success in India; a study of small entrepreneurs at Ranchi “, “Indian Journal of Economics and Business”, Vol 4, No2,
  35. S Shivani, Somnath Mukherjee(2005), Sociocultural Influences on Indian Entrepreneurship: A gender based study of Salient Entrepreneurial traits, The Alternative, Journal of the Department of Management , Birla Institute of Technology, Mesra, Vol 5 No. 1 .
  36. S Shivani, Charu Wahi, IT Localisation for Socioeconomic Development of Jharkhand’, (2005) Vishwabharat , Vol 4, Oct. 05, The Journal of  TDIL department, Ministry of Information and Communication Technology,  Govt. of India.
  37. S Shivani, S K Mukherjee,(2004) “Making of an Indian Entrepreneur: The Sociocultural context,” Indian Journal of Social Development, Vol. 4 No.2
  38. S Shivani, Pinaki Ghosh,(2003) “ Women Entrepreneurship in the State of Jharkhand: A perspective,” Growth, the journal of MTI, SAIL, Vol. 30 No. 4 
  39. Awadh Prasad, S Shivani, Alka Munjal, (98)  “Corporate Restructuring, “Paradigm, the journal of IMT, Ghaziabad, Vol 1, No.2, Jan 98



Conference Proceedings:

  1. Revisiting the concept of Triple Helix and Entrepreneurial Orientation. In 3rd ICDE & 14th ISDSI Annual Conference 2020, 29th December 2020
  2. Emerging Drivers of Entrepreneurial Intentions: A Literature Review. In 22nd Annual Convention of the Strategic Management Forum, IIM Ranchi, 20th December 2020
  3. Family Climate and Entrepreneurial Self Efficacy: Moderating Role of Family's Occupation. In 2020 Interdisciplinary European Conference on Entrepreneurship Research (18th IECER), IECER Conference, University of Beira Interior, Portugal, 13-18 October 2020
  4. Stereotypical Female Portrayal in Advertisements: A study of Impact on Brand Image and Purchase Intention among Young Consumers,  7th IIMA Conference on Marketing in Emerging Economies, January11-13, 2017.
  5. Women Empowerment in Indian Advertising: An Exploratory Study, Conference on Human Development in Jharkhand: Emerging Perspective in the Era of Post Millennium Development Goal , (MDG), October 2015.
  6. A Content Analysis of Female Portrayals in Indian Magazine Advertisements, IAM Conference, 2013, IIM Ahmadabad, December 2013.
  7. Female Portrayals in Advertising and its Impact on Marketing Communication – Evidences from India, International Conference on Research in  Marketing (ICRM), Department of Management Studies, IIT Delhi, December 2013.
  8. A Study of Hedonism of Non Food product published in proceedings of the international conference of emerging economies. IIM Ahmadabad, January, 2013.
  9. Marketing Mix Influence on Brand Image and Brand Equity: A Study of the retail banking sector, MARCON – 2012, International Marketing Conference at IIM Calcutta, December 28-30, 2012.
  10. Controlling Advertising and Word of Mouth to build service brand equity”, National Seminar on Management Challenges in the New Milieu- The Road Ahead, ICFAI University, Ranchi , November, 2012.
  11. Marketing mix elements affecting select dimensions of brand equity” was published in the conference proceedings for MARCON 2010 conference organized by IIM, Kolkata, 27th – 29th December, 2010.
  12. Media mix elements affecting select dimensions of brand equity,  4th Great Lakes – NASMEI Marketing Conference, Chennai, December 23-24, 2010.
  13. Consumer Imperfection in observation. Is it a boon for the manufacturers? The case of automobile sector in India, 2nd Great Lakes NASMEI marketing conference, Chennai, December 22– 24, 2008.
  14. Approaches to Measurement of Brand Equity, Oxford Business and Economics Conference, Oxford University, London, June 21-23, 2008.
  15. Structural Interventions For Favourable Sociocultural Influences on Indian Entrepreneurs, New York City. In Conference on Entrepreneurship and Human Rights Fordham Universty., August 5-8, 2005
  16. Entrepreneurial Traits and Success of Small Entrepreneurs at Ranchi. Indian Journal of Labour Economics, Vol. 47, No. 4, Oct-Dec-2004 (Conference Volume)
  17. Green Marketing: Issues and Concerns, National seminar on “Green Productivity & Sustainable Development”, at BIT, Mesra on 10-11 march, 2005.
  18. Marketing of Merchant Banking in India, Marketing Summit – 2000, BIT Mesra, 2000  
  19. Emerging Perspectives of Women Entrepreneurship in India, 51st All India Commerce Conference, Dec ‘97
  Member, Editorial Board

!. Media Watch

2. Amity Journal of Marketing

3. Amity Journal of Marketing Communication

4. Asia Pacific Marketing Review