Faculty Details

Course                     Year                    Institution                                   Highlights

H.S.C (Xi)                1977                  St. Anthony’s School, New Delhi               I                           

B.A.Psy. (Hons)       1980                   Jesus & Mary College, New Delhi              I

M.A.(Psy)               1983                    Delhi University                                     I (4th in the University) 

Ph.d (Psy)              1990                    Delhi University                          Direct admission on the  Basis of merit  
                                                                                                         (Scholarship ) 

Dr. Neena Sondhi: is the Shashi Budhiraja Chair professor for Management Research at IMI-Delhi. Dr. Sondhi also currently holds the portfolio of Dean Research, Accreditation & Regulatory Affairs at International Management Institute, New Delhi. An alumnus and a merit holder from the Faculty of Arts, University of Delhi, she has been trained in the case method of teaching and writing at the Harvard Business School, U.S.A. She is a certified trainer (ISB-Indian School of Business & UNICEF) for monitoring and evaluating effectiveness of Social programs. With a diverse 25+ years of diverse teaching, research and consultancy experience, she is recognized for her expertise in consumer behavior & insights; consumer psychology & Marketing research-qualitative & quantitative; as well as niche areas such as Luxury brand management and Marketing for start-ups.

 

Professor Sondhi is an avid researcher and has to her credit more than 30 peer reviewed   research papers in International and National journals of repute. Her co-authored book titled “Research Methodology: concepts and cases” has been widely adopted in prestigious business schools across the country and is rated as one of the top 25 books in management education. She has published more than a dozen case studies with teaching notes with Ivey publishing and Thunderbird school of Business (available at the Harvard Business School Publishing). She is also a prolific popular writer and has to her credit over 100 articles in Indian newspaper dailies and magazines.  

Dr Sondhi has to her credit, numerous diverse Social and Organizational consulting assignments. Some of her client’s from Government/National and International organizations are - NITI Ayog (Planning Commission of India); IRDAI (Insurance and Regulatory Development Authority of India); IDRC Canada; Navdanya Foundation; Business Foundation; Safe Water Networks etc. She has also conducted both qualitative market research & market potential studies for reputed Indian and International organizations. Besides academics and research, she undertakes Executive training programs (Both open and in-company) in Marketing Research, Marketing Communication and Negotiation skills, Consumer Behavior and Customer Care.

Dr. Sondhi was been felicitated for her academic and professional work by various bodies. In 2013, she was awarded the “Best teacher in marketing management” award in 2013 by the Dainik Bhaskar and Dewang Mehta foundation. In March 2018, she was awarded the 'Distinguished woman in management' by the Venus International Foundation. She has also been awarded and accolated for the quality of her research. In 2015, her paper on organic consumption was judged as the best research paper 2015 by Emerald Publishing.  In 2017, her Case study titled Clubb international private limited: marching ahead to new travels was judged as the prize winning best case amongst more than 100 International cases in the ISB-Ivey International case competition. In December 2017, her paper on Shopping cart abandonment was judged as the best research paper at the fifth ITQM conference, 2017. In October 2018 her Case study titled Nappa Dori: crafting the brand strategy was judged as the prize winning best case in the Marketing category amongst more than 100 International cases in the ISB-Ivey International case competition. In 2018, her case study titled Saregama India ltd.: repositioning the value proposition, was judged amongst the top 10 best case in the ISB-Ivey International case competition.  In 2020, her case study titled Peebuddy:Ladies its time to stand-up! won the first-runners up award at the 26th CEEMANS-Emerald Case competition . Dr. Sondhi can be contacted at [email protected]

BOOKS:

• Comparative Development of India & China:Economic, Technological, Sectoral & Socio-cultural Insights(Edited)-Sondhi.N. et al.(2020) . SAGE PUBLISHING 
• Research Methodology- Concepts and Cases,” Deepak Chawla & Neena Sondhi, VIKAS PUBLISHING HOUSE PVT. LTD., 2011 .First edition
• Research Methodology- Concepts and Cases,” Deepak Chawla & Neena Sondhi, VIKAS PUBLISHING HOUSE PVT. LTD., 2016.Second edition 

PEER REVIEWED REFEREED PUBLICATIONS(Journals)

1. 1. Sondhi.N. and Joshi.H.(2021): Profiling young internet addicts: implications for their social well-being. Electronic Library.vol.39(1). pp. 17-32

   2. Sondhi.N. and Chawla.D.(2021): Positioning Implications for Chocolate Brands: An Attribute-based Approach. Global Business Review.Vol.22 (1). pp.184-196

   3. Sondhi.N. and Chawla.D.(2021): Materialistic consumption amongst young Indians: an ethnographic approach. International Journal of Indian Culture and Business Management. Vol. 21(4). pp.507-532

   4. Sondhi.N.(2019) : Mapping the luxury purchase intentions of the counterfeit luxury buyers. International Journal of Management practice.vol.12(4) pp. 476-494.

   5. Sondhi. N. and Basu. R.(2018) :  Profiling sports spectators in emerging markets: role of sports involvement as a segmentation tool. International Journal of Sport Management and Marketing, 2018 Vol.18, No.4. pp. 301-321
   6. Mittal.S , Sondhi.N and  Chawla.D(2018): Process of Impulse Buying: A Qualitative Exploration . Global Business Review. Vol.19(1) 2018. Pp.131-146
   7. Sondhi.N. and Chawla.D(2017) :"Segmenting and profiling the chocolate consumer: an emerging market perspective . Journal of Food product marketing .vol.23(2).pp.123-143
   8. Sondhi.N.(2017) :"Consumption of organic food:an emerging market perspective .International Journal of Managment practice.vol.10(1) pp. 30-48.
   9. Sondhi.N., Sharma.B.R. and Kalla.S.M.(2017) : Customer engagement in the Indian retail banking sector: an exploratory study". International Journal of Business Innovation and Research. Vol.12(1). pp.41-61.
   10. Chawla D.C. and Sondhi.N.(2017) :"Attitude and consumption pattersn fo the Indian chocolate consumer: an exploratory study"Global Business Review. Vol.17(6) pp.1-15
   11. Chawla. D. and Sondhi.N. (2016):“Local versus global brand preferences amongst urban Indian chocolate consumers: an empirical study” International journal of Indian culture and business management, vol.12 (4). 2016.pp.508-533
   12. Mittal.S. Chawla.D. and Sondhi. N.(2016) : “Segmentation of Impulse Buyers in an Emerging Market – An Exploratory Study”.Journal of retailing and consumer services.vol.33(nov.2016) pp.53-61
   13. Mittal.S.;Chawla.D. and Sondhi.N.(2016) : “- Impulse buying tendencies among Indian consumers: scale development and validation”. Journal of Indian Business Research .vol.8(3).pp.205-226
   14. Mehta.C. and Sondhi.N. (2016) “Understanding Indian retail investors’ stock investment behavior: an empirical study”. International journal of Management practice (Inderscience publications). Vol. 9(1) 2016.pp.4-23
   15. Sondhi. N. & Basu.R. (2016) “A tri-component model of parental attitude: acceptance of child’s role in family decision making “-International Journal of Indian Culture and Business Management, Vol. 12(2), 2016.pp237-254
   16. Sondhi. (2015): “Empirical analysis of online purchase of kids’ products by urban Indian parents. International journal of Electronic marketing and retailing. (Inderscience journal). 2015 Vol. 6(3).pp 214-238.
   17. Basu.R. & Sondhi.N. (2015)Refereed paper: “An empirical analysis of purchase behavior for football ancillaries: an emerging market perspective”. Global Business Review.2015 Vol.16(5) pp.879-890
   18. Mittal.S., Sondhi.N & Chawla .D.(2015) “Impulse buying behavior: an emerging market perspective”. International journal of Indian culture and business management. vol.11 (1). 2015. pp 1-22 
   19. Sondhi.N. (2014): “Segmenting the urban Indian online buyer: an exploratory study”. : International journal of Logistics Economics and Globalisation, 2014 Vol.6, No.2, pp.145 – 160
   20. Sondhi. Neena (2014) : “Assessing the organic potential of urban Indian consumers”. British Food journal. Volume 116( issue 12) . pp. 1864-1878
   21. Sondhi. N. and Basu. R.(2014) “Role of children in family purchases across Indian parental clusters. Young Consumers . vol. 15.issue 4. Pp.365-379
   22. Basu.R. and Sondhi.N.(2014) : “Child Socialization practices: implications for retailers in emerging markets.” Journal of retailing and consumer services. vol.21 (5) September 2014. pp 797-803
   23. Sondhi.N. and Chawla.D.(2014): “A Cluster analysis approach to grouping Indian women professionals.” International journal of Indian culture and business management.vol.8(1). 2014. pp 35-53 
   24. Chawla. D. and Sondhi.N.(2011) : "Assessing the role of organizational and personal factors in predicting turn-over intentions: A case of school teachers and BPO employees",   Decision, Vol. 38, No. 2, pp.5-33.  August 2011
   25. Chawla. D. and Sondhi.N.(2011) : "Assessing work life balance among Indian women professions",   The Indian journal of Industrial Relations - a review of economic and social development, Vol. 47, No. 2, pp. 341-352,2011
   26. Sondhi.N. and Chawla.D.(2008) :’Work exhaustion- A consequential framework: Validating the model in the Indian context” The Indian Journal of Industrial Relations, vol. 9, No. 2, July-Dec, 2008.
   27. Sondhi.N. and Vani.V.(2007) “An empirical analysis of the organic retail market in the NCR” Global Business review,  Vol. 8.2July-dec2007
   28. Sondhi.N. and Singhvi.S.R.( 2006) : Gender influences in garment purchase: An empirical analysis Global Business review.Vol. 7 number 1, Jan-Jun 2006
   29. Sondhi.N. and Singhvi.S.R.( 2005) : A typology of Consumer Buying Behavior: Packaged Grocery Products 8M-JIMS vol. 10, No. 2,  pp 54-64
   30. Bhardwaj.G. and Sondhi.N.(1987) :The Psychology of Hierarchy: A macro level Analysis in a large-scale paper industry--Indian Psychological Review vol.32 No.5-6 1987 pp1-9
   31. Sondhi.N. and Bhardwaj.G.(1986): Quality of working life in the Indian Industrial scene: A Myth or Reality? -Indian Psychological Review vol.31special issue Dec.86 Pp25-30

PEER REVIEWED REFEREED PUBLICATIONS(CASE STUDY –WITH TEACHING NOTE)

1. Sondhi.Neena and Sajjan Raj.Singhvi (January 2014) : SAFE WATER NETWORK IN INDIA. Richard Ivey Publishing( Now available at Harvard Publishing )
2. Sondhi. Neena, Supriya M Kalla; Uma Shankar Vnekatesh (May 2014) : MOTHER DAIRY: creating a national footprint. Richard Ivey Publishing( Now available at Harvard Publishin )
3. Sondhi.Neena Supriya M Kalla; Uma Shankar Vnekatesh  : ADDONS: TARGETING IMPULSE. Ivey Publishing

4. Sondhi. N. (2015): ROCKLAND HOSPITALS: INNOVATING HEALTH CARE IN INDIA (A). ( Case & teaching note) Ivey Publishing house. ( Now available at Harvard Publishing )

5. Sondhi. N.(2015): ROCKLAND HOSPITALS: INNOVATING HEALTH CARE IN INDIA (B). ( Case & teaching note) Ivey Publishing house. ( Now available at Harvard Publishing )

6. Sondhi.N. and Dokadia.A. (2015): COOKIEMAN: EXPLORING NEW FRONTIERS. Ivey publishing house( Now available at Harvard Publishing )

7. Sondhi.N.(2016):Customer relationship management :Tudor House makes amends.Thunderbird School of managment  case series.( Available at Harvard Business publishing)
8. Basu.R. and Sondhi.N.(2016) :   Media Industry : The road ahead for Sanmarg Hindi language daily.Thunderbird School of managment case series.( Available at Harvard Business publishing)
9. Sondhi.N.(2017) : Nourishco Beverages limited: Making New Inroads. Published with Ivey Publishing . Product number W17715. Now available at Harvard Business Publishing.
10. Sondhi.N.(2017) : Tata Gluco Plus: Building the brand Identity. Published with Ivey Publishing . Product number W17718. Now available at Harvard Business Publishing.
11. Sondhi.N. & Basu.R. (2018) : Clubb International :Revisiting the Marketing strategy Published with Ivey Publishing . Product number 9B18A009. This is the award winning case that won the first prize at the ISB-Ivey Global Case competition.
12. Sondhi.N. & Mehta.C.(2019) :Laundrywala:scaling up the on-demand laundry Start-up.Ivey Publishing 
13. Sondhi.N. & Basu.R. (2019) : Nappa Dori: Crafting the branding strategy  Published with Ivey Publishing . . This is the award winning case that won the first prize In the Marketing Catgeort at the ISB-Ivey Global Case competition.
14. Basu.R.&Sondhi.N. (2019) :Saregama India limited: Repositioning the value proposition.Ivey Publishing 
15. Sondhi.N. & Basu.R.(2021) :Peebuddy: Ladies, Its  Time to Stand-Up.Emerald Emerging Markets Case Studies.This is the Award winning case at the 26th CEEMANS Emerald Case competition in 2020
16. Basu.R.&Sondhi.N. (2021) :Sirona hygiene private limited:branding in the intimate hygiene space.Ivey Publishing 

    PEER REVIEWED REFEREED PUBLICATIONS(CASE STUDY ANALYSIS)

1. Sondhi.Neena(2010) : “MakeMyTrip.com (A)”, Vikalpa, January – March, 2010
2. Sondhi.N.(2017): Case Analysis on Bani and Amita’s decision dilemma. Emerging. Economies Review vol.3(2) pp.1-12

    

CONFERENCE PAPERS

• •  Sondhi.N. (2015) (conference paper) “Segmenting and profiling the Indian organic buyer: an emerging market perspective”. International conference on advancements in management and technoogy. JIIT, Noida campus. 18-20th December 2015

• Sondhi.N.(2010) : Presented a research paper titled "Segmentation analysis: An empirical study of the two-wheeler owner's purchase intentions for the small car-Nano" in the ANZMAC (Australian and New Zealand Marketing Academy) conference 2010. Conference theme - "Doing More with Less". Held on 29 November – 1 December 2010 at University of Canterbury, Christchurch, New Zealand.

• Chawla.D. and Sondhi.N.(2015):“ Attitude and consumption patterns of the Indian chocolate consumer: an exploratory study” .At Apeejay School of Management,Dwarka, New Delhi for the  3rd Conference of Marketing Scholars and Practitioners (CMSP-2015) Emerging trends, Opportunities and Challenges   at the Dwarka Campus on June 26, 2015.

• Mehta.C. and Sondhi.N. (2015)( conference paper)Understanding Indian consumers’ retail investor behavior: an empirical study. International conference on advancements in management and technology. JIIT, Noida campus. 18-20th December 2015.

•  Sondhi.N. (2015) (conference paper) “Segmenting and profiling the Indian organic buyer: an emerging market perspective”. International conference on advancements in management and technoogy. JIIT, Noida campus. 18-20th December 2015

MAGAZINE PUBLICATIONS

Sondhi.N.(2018): New Age Leadership And Strategic Models To Define Business Environment Of India In The Coming Decade. Businessworld, 31st March 2018. 

NEWS PAPER PUBLICATIONS

• “An idea that worked Sirji: Conscientious Communication” – Asian Age, March 4, 2010.
• “Create a controversy to create a communication”. Asian Age, May 6, 2010
• “Resonating communication”. Asian Age, June 4, 2010.
• “Love thyself: Narcisstic Communication”. Asian Age, June 24, 2010
• "Where have all the seniors gone?" Asian Age, July 15, 2010
• "Jai Ho: Hindustani Communication." Asian Age August 12, 2010
• "Alternative communication". Asian Age, August 19, 2010 
• "Facetious communication replaces boring cliches". Asian Age, September 16, 2010
• "Commodity Communication". Asian Age September 30, 2010
• "It’s all about loving and caring" Asian Age, October 7, 2010
• "Rejuvenating a brand". Asian Age, October 28, 2010
• "Message in a message". Asian Age, November 18, 2010
• "Wisdom comes of age, with the wise young Sage "Asian Age, November 25, 2010
• "Communicating with Simplicity". Asian Age, December 2, 2010
• " The power of communication"-10th February 2011- Asian Age
• "Out of Home communication"-17th February 2011- Asian Age.
• "Out of home innovations"-17th march 2011, Asian Age.
• "To salute or serenade? That is the question"- 14th April 2011, Asian Age
• "Mascots in communication."- 5th May 2011, Asian Age
• "The common man's art of communication". 26,5,2011  Asian Age  
• "The slow but sure evolution of man". 4th august, 2011, Asian Age
• "To communicate with innocence". 11th august 2011, Asian Age
• "Continuity in communication". 1st September, 2011, Asian Age
• "Certified communication". 29th September 2011, Asian Age
• "Underdogs in communication". 6th October, 2011. Asian Age
• "The warmth of friendship". 3rd November 2011, Asian Age
• “Words that can create magic". 17th November 2011, Asian Age 
• “E-engaging the customer” 1st December , 2011 Asian Age
• “ Traditional versus Topical”, 22nd December, 2011 Asian Age
• “ 2011: The advent of change”, 5th January 2012 Asian Age
• “The reclusive brands”, 2nd February, 2012 Asian Age
• “ The pursuit of happiness” 16th February, 2012 Asian Age
• “The communication mela” 1st March , 2012 Asian Age
• “ Indians and their idols”, 22nd March, 2012 Asian Age
• “Confusion in Communication”- 5th July 2012, Asian Age
• “The pied pipers with novel symphonies”- 12th July 2012, Asian Age
• “Zindagi ek safar hai suhana”- 2nd August 2012,Asian Age
• “The wellness sellers”- 23rd August 2012,Asian Age
• “The before –after promise”- 13th September 2012, Asian Age.
• “the OMG communication”.25^th October , 2012, Asian Age
• “Creative construction”. 8^th November , 2012 Asian Age
• “Communication ka andaz”. 6^th December,2012, Asian Age
• “The year that was: a flavor for every season”. 27^th December , 2012
• “Iss Dilliwale ko gussa kyon aata hai”. 24^th January, 2013, Asian Age
• “Reflections of the republic”, 14^th February, 2013,Asian Age
• “Old relations in a new Avatar”. 7^th March, 2013, Asian Age
• “A Machiavellian look at communication”. 21^st, march, 2013, Asian Age
• “Ye tera ghar ye mera ghar: cashing in on sentiments”4^th April, 2013, Asian Age
• “Negativity in emotions: disgust and fear”.30 may, 2013, Asian Age
• “Valour, bravado, sell well in the marketing world.”27^th June, 2013, Asian Age
• “How the sound of silence resonates with the consumer”. 25^th July, 2013, Asian Age
• “The august freedom that we all strive for”.22^nd august, 2013, Asian age.
• “Pathos becomes purpose to heal and change”.10^th October, 2013, Asian Age
• “How to be a surf excel, Vodafone, knorr mom”. 7^th November , 2013, Asian Age
• “The curious brand ambassadors”. 28^th November, 2013, Asian Age
• “Big daddy is watching”.19^th December, 2013, Asian Age
• “The magic of thirteen”.9^th January, 2014, Asian Age
• “The heart break hotel”.13^th march, 2014, Asian Age
• “Change and rejuvenation: the new mantra for ads”.27^th march, 2014, Asian Age
• “The new pink brigade”.14^th April, 2014, Asian Age
• “Ad world catches up with the flavor of elections”.29^th may, 2014
• “How palmtop marketers traps consumers”. 2^nd July, 2014,
• “Celebrate togetherness to become a better marketer”. 21^st, august, 2014. Asian Age
• “Changing times reflected in media”. 29^th September, 2014.

BOOK REVIEWS

• Russell W. Belk,(ed) Handbook of Qualitative research methods in marketing, Edgar Elgar Publishing limited, 20063. Global Business review, Vol. 8.2July-dec2007 issue. 
• Marketing Strategy-A. Nag- The book was peer reviewed for Mc Millan publications July 2006
• Rural Marketing-Blind review of the book was carried out for Sage Publications, October 2006
• "Strategic Marketing and the future of Consumer Behavior: Introducing the Virtual Guardian Angel" Global Business Review, vol. 11, number 3; October 2010, pp 465-466
• East R.; Wright, M; Vanheule M; Consumer Behavior: Applications in Marketing, South Asia Edition; Global Business Review, Vol. 11, no.2, June 2010 pg. 314-316
• Wilson.J. : "Essentials of Business Research-A guide to doing your research project" Global Business Review Vol12,No.2,June 2011, Pg. 343-344.

 Training 

October 2014-November 2014: Program coordinator ITEC Course in Excellence in Public Services through Market Orientation.

2006-2014 : Taken sessions in both in-company and open programs for : Spencers; Jaypee hotels; hero Honda; ONGC; EIL; IOCL; Joint Faculty program director for open program on Selling and Negotiation skills; ITEC programs. 

2005-2006: Conducted various in-house programmes for ONGC, GHCL, STG, Hero Honda and Delphi labs.

Feb/sep 2004- conducted 2 five-day programme on Market research for ISS officers.

July 1999: conducted a three-day National workshop under the auspices of AIMS entitled “Empowering Women through Enterprise”           

Others 

-          External examiner for IGNOU management research publications
-          External reviewer for Sage India, Pearson Education and Macmillan India Limited.
-          External reviewer: Inderscience ;Emerald journals and case study collection
-          External evaluator- Phd , IIFT, New Delhi ;JIIT, NOIDA
-          Invited as external resource for courses on Research for the executive and Ph.d Program at IIFT, New Delhi
-          External expert in FDP programs on research methodology and marketing research
-          External Phd guide for two scholars under the AIMA-AMU scheme.

• Sondhi.N.(2010) : Presented a research paper titled "Segmentation analysis: An empirical study of the two-wheeler owner's purchase intentions for the small car-Nano" in the ANZMAC (Australian and New Zealand Marketing Academy) conference 2010. Conference theme - "Doing More with Less". Held on 29 November – 1 December 2010 at University of Canterbury, Christchurch, New Zealand.

• Chawla.D. and Sondhi.N.(2015):“ Attitude and consumption patterns of the Indian chocolate consumer: an exploratory study” .At Apeejay School of Management,Dwarka, New Delhi for the  3rd Conference of Marketing Scholars and Practitioners (CMSP-2015) Emerging trends, Opportunities and Challenges   at the Dwarka Campus on June 26, 2015.

• Mehta.C. and Sondhi.N. (2015)( conference paper)Understanding Indian consumers’ retail investor behavior: an empirical study. International conference on advancements in management and technology. JIIT, Noida campus. 18-20th December 2015.

•  Sondhi.N. (2015) (conference paper) “Segmenting and profiling the Indian organic buyer: an emerging market perspective”. International conference on advancements in management and technoogy. JIIT, Noida campus. 18-20th December 2015

• Bhatia.R., Khan.M.N.and Sondhi.N.(2017) :"A conceptual framework for green buying behaviour: an emerging market perspective" Seventh International Marketing conference held at Indian Institute of Management-Ahmedabad.
• Sondhi .N(2017) : “Segmenting and profiling the deflecting customer: understanding shopping cart abandonment” presented at the 5^th International ITQM conference( organized  by  International Academy of Information Technology and Quantitative Management,  at JIIT NOIDA in December 2017. The paper has been published in Elsevier Procedia . Was awarded the Best research paper at the conference.

• Sondhi.N. & Chawla.D.(2017): Positioning implications for chocolate brands: an attribute based approach .Presented at the  International Marketing Conference (MARCON) 2017 ,International Management Institute Kolkata .December 2017

• Sondhi .N(2017) : “ A Tri-component Model for assessing attitude towards counterfeit Luxury: Scale Development & Validation.” presented at the 5 ^th International ITQM conference( organized  by  International Academy of Information Technology and Quantitative Management,  at JIIT NOIDA in December 2017. The paper has been published in Elsevier Procedia .
• Joshi.H and Sondhi.N.(2018): Antecedents & Consequences of FoMo: An Exploratory Study of Young Urban Adults. JAMS conference 26-28th April, 2018. ISB hyderabad.
• Basu.R. and Sondhi.N.(2020) :Operationalizing Brand Addiction:A proposed conceptual framework. Published as part of EMAC 2020 conference proceedings