Good day, Abhishek Kumar. I'm Arjun. I've had a look through your background and your professional record. I'm interested in hearing more about your work and how you see yourself fitting in here with our faculty. Ready to start?

Thank you for giving me this opportunity and for your time. Uh, my name is Doctor Abhishek Kumar. Presently, I'm working as an assistant professor in the marketing domain at Jaipuria Institute of Management, Ghaziabad. Prior to joining Jaipuria Institute, I was working at School of Business, Galgotias University. Before that, I was fortunate enough to work as an academic associate in the marketing domain again at Indian School of Business, ISB, Hyderabad, where I got the opportunity to work with globally acclaimed.

Lt. members if I talk about my education.

Uh, I have done my PSD in marketing, specifically consumer behavior from Department of Management studies, Rajiv Gandhi Institute of Petroleum Technology, which is an institute of national importance under Ministry of Petroleum and Natural Gas, Government of India. Before that, I have done done my masters in commerce having a specialization in both marketing and finance from University of Allahabad. And prior to that, I did my Bachelors of Commerce from nearby University Chittorgarh, Rajasthan. If I talk about my research.

It focuses on technology and alongside consumer behavior. My thesis area was focused towards UPI based payment system which is highly used in India and I was focused on the technology new technology development in the UPA.

So for now I'm working on digital financial frauds for Say.

Sustainability, green teaching, et cetera. That's all from my side. Thank you.

Thank you, Professor Kumar, for sharing your academic journey and research focus.

Professor Kumar, let's evaluate your qualifications based on the job requirements. To begin, can you discuss your research experience and publications, particularly in Marketing Analytics or Services Operations Management?

OK, so uh, I have for now UH-10 papers and including a category publication from ABDC. My recent publication is focused on.

Digital financial frauds which is rising in Indian Indian digital space and which is which has been published in Acta Psychologica which is an E category journal. Moreover, before that I worked on green teaching means sustainability teaching. I have also worked means if I talk from marketing perspective, my research is focused on not only technology but understanding the technology adoption from. From the Indian consumers.

I have worked on women's segment means how women are using uh, the mobile payment services. I have worked on UPI based payment systems, whether it can be means what is the consumer's inclination, users inclination towards continuous usage of it. Before that I have again from marketing perspective, I worked on near field based payment systems, which is contactless payment systems and how Indian users are accepting it or not.

Moreover.

I have also worked on green marketing.

And specifically green toy wind energy. I have also written a case study which falls into which covers not only marketing management, it also covers consumer behavior perspective. It also covers services domain.

From analytics point of view, if I say my papers actually focus on understanding the consumer perspective or user perspective.

Your research breadth is impressive, Professor Kumar. You've touched on critical areas like digital fraud, technology adoption, and green marketing, which are relevant to emerging trends in marketing and analytics. What specific methodologies or tools have you employed in your research to analyze consumer behavior or user inclination?

OK so basically in my recent papers I was using PLS SCM.

I was using NCA analysis.

And in one of the paper I have also used Ann.

So basically my study and in one of the study which was NFC I've also used a mixed method technique which included the qualitative inputs which was semi structured interviews followed by the data collection which and for analyzing the data basically I was using SCM based means PLS based SCM.

Understood. Your use of advanced methods like PLS-SEM, NCA, ANN, and mixed methods highlights your analytical depth. Shifting to teaching, could you elaborate on your approach to delivering specialized courses in marketing, ensuring both clarity and engagement for students?

OK. So from teaching point of view, what I believe that in the digital space where students are having all the options made through AI and other digital platforms, what I believe that it should be interactive, it should be experiential based. So I focus on experience based learning where I conduct or believe in teaching by doing multiple activities. So I divide my classes into two parts 50%.

Sometimes it's theoretical based on 50% means when I say theoretical it is conceptual based and 50% is focused on experience based. Sometimes the techniques which I specifically use is case studies, role play, sometimes flipped classroom, sometimes even jigsaw activities. Sometimes I play videos in the class to make it interactive. I ask a student to focus on certain aspects and then.

With their feedback during the case studies, I divide the class sometimes into multiple groups to understand each group's perspective. So these are some of the techniques, but everything is focused towards the experience of the learning.

And more specifically now I have recently started using using digital technologies. More specifically even in few of my lectures I tried neuromarketing concepts or AI based concepts.

Your interactive and experiential teaching methods, coupled with innovative integration of neuromarketing and AI, indicate a student-centered and forward-thinking approach. Could you further elaborate on how you evaluate students while ensuring critical thinking and applied understanding in your courses?

So it depends what.

Actually I'm teaching the evaluation methods depends on that, sometimes it is.

When I give prompting questions to the students, sometimes it is quiz, sometimes it is just a word. And I believe that the student feedback is important. So in order to measure them at after my each lecture actually I throw some questions to them. When I start again, I again throw some questions to related to the previous lecture. So in class evaluation is done like this.

Uh, when I teach, I specifically keep few questions at the last.

Sometimes they're prompted they're, uh, means uh.

Required to give presentations, but if I talk about the final evaluation, it is composed on then the standard examination.

OK, so I was in my last role I was actually engaged with two types of student 1 was undergrad and next was master student. So it at first I understand that what is the level of the student so that I can start. So at first I teach student about how to identify the problem and when they identify the problem. So I believe in the.

Your multi-faceted evaluation approach, blending in-class interactions, quizzes, and presentations, reflects your commitment to fostering engagement and critical thinking. Turning now to guiding student research projects, could you provide an example of a project you've supervised, emphasizing your role in mentoring and steering the research?

Means Phil Porter approach which is RWW whether it is real, whether it is winning or it is worth doing or not.

So but my when I related it with my research area, I guided students and the student topic watch to understand the retail perspective of of accepting the mobile based payment. So students act forced instrument identified. I prompted them that go through the literature first and identify what is the issue with the payment system when people are using it, whether it is the society or the business is using it or not at large. So a student identified that. Sometimes the small merchants are not that confident. So this was the problem. I asked them to validate it with the literature. Then they identified that there are less literature on the merchant or the retailer's perspective. So, uh, we started working on it and the student was prompted to, uh, First off, do the literature review. So I told them that how I taught them actually that how to do the literature review, what kind of journals you should find, how to find the topic, what are the.

So my last project was related to, uh, digital payments only.

Sources. And then when they finalize the topic, I asked them to 1st design the conceptual model again. Uh, I suggested them that when you decide about the topic, you should focus on the what kind of theory, what kind of questions should be asked from the respondents and what should be the method who should be contacted. So every such aspect means right from the problem identification to the literature review to identify, to design the conceptual.

Model and then a student where asked to visit the retailers small retailers and doing the sometimes it was stratified random sampling and at this point in time I first clearly.

Discussed with this trend that these are the sampling techniques. Now you decide which one to do. So every time I first gave them the opportunity to decide what is the right path, then I guided them and then the student came with the actual data from the market. Then I asked them what kind of tools should be used, what is your, what should be your approach, what the literature suggest. So everything was should be supported by the literature and I was surprised.

And at the same time, I was happy that uh, student, uh, whenever not only able to design the questionnaire, not only a double to, uh, able to, uh, decide the theory, but they came with the real data. And we got some real, uh, findings using, again, uh, using PLS based SEM. And also I told them that validate your questionnaire, uh, not only focus on the questionnaire, but also focus on the discussion with the retailer so that we ident.

So a student used actually both the techniques. So this was my last project with this trip.

Find certain things which is not there in the theory.

Your structured mentorship approach, from problem identification to methodology, reflects a thorough and theory-backed guidance system. It seems you balance academic rigor with practical learning effectively. Now, to touch on experience with industry projects or consultancy, could you share a specific example where you've applied your expertise outside academia in consultancy or industry projects?

So, uh, I'm new into academics. It's been.

2.5 years only into a car mix and I'm eager to focus on the industry but for now I have not actively worked for industry project means consultancy project specifically however.

I'm in consultation with a few of the startups in order to.

Write the case studies and all.

Understood, Professor Kumar. Your engagement with startups for case studies is a productive step toward bridging academia and industry. Let’s now touch on your publication track record—could you explain how your research contributions align with the institution's focus on emerging technologies and innovation?

OK, so my research falls into diverse areas.

I will start with my PSD journey.

And to the recent one.

At first.

During my course study coursework only, I published a case study which was named at Costco Wholesale where I was focused on US retailer and that was published in Emerald Publication and they gave me umm.

And award for that. Then I I have published in about the recent development in the sustainability which is wind energy. I have also worked in solar energy. The I have also worked in green toys and consumer acceptance in the Indian context. More specifically from payment points of view, which was my thesis area. I have worked on Upi-based payment system in India, NFC based payment system in India. Recently it has been observed by the government and the.

Supporting agencies that the digital financial frauds are increasing. So I recently I have done a publication in that.

Moreover, uh, I've also worked on women because, uh, as a country, we should be focused on both the gender. So I have specifically worked on technology, women and consumer behavior means their risk perception. And now I'm working on AI competency assessment. So for now, I have published 10 papers. Including a category publications including Scopus, SSCI, and Sci-based publications.

Uh, for now, I'm working on 2 projects. First is AI competency assessment for the students in Delhi NCR area. And 2nd is how AI tools are being used from the educators means again the university or the colleges, uh, and how it is impacting the admissions. So if, if I summarize my research area, it falls into. The 2-3 areas first is technology.

2nd is.

Means in terms of both in the terms of consumer behavior. Third is case study again. I'm recently I have started working on one of the case study again. So these are my research progress.

Sustainability.

OK. So that's an interesting question, I must say.

Your research portfolio spans significant and emerging areas like technology adoption, sustainability, and consumer behavior, aligning well with the institution's focus on innovation. Your emphasis on AI and digital technologies is especially relevant in today’s academic landscape. On a related note, how do you incorporate the findings from your research into your teaching curriculum?

When I teach, I try to relate with related with the real finding sometimes.

During specifically during the research classes or even in the marketing research classes, I ask students or I share my findings, sometimes study and see if I talk. I if I start talking about my research, people in the class, people might not be interested. But I when I connect these things with the curriculum or the concept, then students start getting interest. So that way I first identify the concept and then decide that.

People can be discussed during this, not only my paper. So I don't limit myself to my publications only. Sometimes I consider other publications in that domain as well. Even when I wrote the case study, I started discussing that case study in the class.

Incorporating your research into teaching by connecting it to curriculum concepts reflects a practical and engaging pedagogy. Finally, considering your certification and experience, how will you actively contribute to curriculum design or academic frameworks at our institution?

OK, so when I was associated with Galbraith University, I was working with the quality team where I got the opportunity to review multiple the syllabus, the curriculum in order to enhance the standard. Then at that point in time, I focused on the institutes means, specifically the ACSB.

Accredited institutes, but what kind of syllabus they are designing? What are the new areas?

Redesigning the course or giving my inputs as a quality team member. So it is important to understand the changes which is going on. The ACSB accreditation which focuses on multiple aspects that points and accordingly I design my syllabus considering all the phases.

Which they are focusing and accordingly I started.

From Indian, Indian perspective, again I focus on the accreditation bodies like NBA, NAC and NA RF and accordingly we designed the things.

Your involvement in aligning curricula with global standards like AACSB, as well as national bodies like NBA and NAAC, demonstrates your commitment to high academic quality. Thank you, Professor Kumar. We've covered a comprehensive evaluation of your skills and experiences. Is there anything additional you’d like to highlight before we conclude?

Oh, as an young faculty member, I can contribute towards research in the department.

Quality research, specifically quality publications from ABDC point of view. Uh, Moreover, I can uh.

Also work towards interdepartment or intra department research collaborations which is important and.

Uh, I've also been trained by the NTU Singapore team when I was working at Gal Gutierrez University for experiential based learning. So I believe that I can bring that energy on the table along with the research.

Oh no, I I must say that you have does the variety of areas and I must appreciate the questions which you have asked.

Your focus on quality publications, collaborative research, and experiential learning training from NTU Singapore highlights your proactive and innovative approach. Thank you, Professor Kumar, for sharing your insights and experience. Do you have any further queries or are we ready to conclude?

Thank you, Professor Kumar. I appreciate your thoughtful responses and the depth of your expertise. Would you like me to officially conclude this interview?

Sure. Thank you.