Prof. Yashodhan Karulkar

Awards:

1. Best faculty of the year award, MPSTME, NMIMS University (2018-19) granted in convocation ceremony.

Publications:

Journals

• Karulkar, Y., Bandorawalla, P., Banerjee, A., Vasudevan, A., & Parihar, M. (2024). Innovation Th rough Computing Green Marketing and Its Effect on Consumer Purchase Intention. In Artificial Intelligence-Augmented Digital Twins: Transforming Industrial Operations for Innovation and Sustainability(pp. 69-84). Cham: Springer Nature Switzerland. DOI https://doi.org/10.1007/978-3-031-43490-7_6
• Karulkar Y., Iyer G., Gupta A., Parihar M. (2022) Computing the Effect of Brand Passion on Consumer Behaviour. In: Musleh Al-Sartawi A.M.A. (eds) Artificial Intelligence for Sustainable Finance and Sustainable Technology. ICGER Lecture Notes in Networks and Systems, vol 238. Springer, Cham. https://doi.org/10.1007/978-3-030-93464-4_56(Scopus indexed)
• Karulkar, Y., Arya, S., Gujral, S., Sharma, A., & Pokharna, M. Does femvertising matter? A study in the Indian context. , International Journal of Research and Analytical reviews, Jan-Mar 2019, ISSN 2349-5138, UGC approved.
• Karulkar, Y.,Awasthy M, Talaty U, Impact of Cause-related Marketing on Purchase Behavior in India, International Journal for Research in Engineering Application & Management (IJREAM), Feb 2019 ISSN : 2454-9150, UGC approved.
• Yashodhan Karulkar, Harshita Gupta and Parikshit Jain, The impact of brand experience on satisfaction and loyalty: a study on Titan brand in India, International Journal of advanced and innovative research, Mar 2019, ISSN 2394-7780, UGC approved
• Karulkar, Y., Pahuja, J., Uppal, B. S., & Sayed, S. Examining UTAUT model to explore consumer adoption in Online Food Delivery (OFD) services. Pramana Research Journal, Volume 9, Issue 10, Aug 2019, UGC approved.
• Karulkar, Y., Shah, S., Tandon, P., & Tiwari, S. The Effect of Brand Equity Components on Purchase Intention. Pramana Research Journal, Volume 9, Issue 10, Oct 2019, UGC approved.
• Karulkar YK, Kothari H, Factors influencing purchase decision of smartphones among Young Indian consumers, Pacific Business Review International, Volume 14, Issue 1, July 2021.
• Kothari H, Karulkar Y The role of brand experience in building brand loyalty, Think India Journal, ISSN:0971-1260 Vol-22-Special-Issue-23-December-2019, UGC approved

Case studies Published:

• Living Healthy Fortune: Grounutt Activ Launch of a new edible oilcase study published in the Text Book “Marketing management”, Baines et al. Oxford University Press, 2020 ISBN 978-0-19-884799-1
• Waaree Energies Ltd: Rahe Roshan Humara Nation!Case study published in the textbook B2B Marketing by McGraw Hill Publishers, 2023 ISBN-13: 978-93-90185-59-7
• Siemens Healthineers – Paving a Way for a Healthier Tomorrowcase study published in the textbook B2B Markeitng by McGraw Hill Publishers, 2023 ISBN-13: 978-93-90185-59-7
• Forecasting business persistency at HDFC Life: Smart insights powered by data analytics. Published by South Asian Journal of Business and Management Cases (Scopus Indexed Journal.) Sage Publications,2020, ISSN 2277-9779
• Zomato Menstrual Policy : Case study published in Human Resources Management, Gary Dessler and Biju Varkkey, (Pearson Publishers) 2023 ISBN 978-93-570-5428-7
• Success Story of a Home Grown Indian Brand: A Case Study of Ghadi Detergent. Published in Journal of Development Research, Volume 13, Issue2, 2020. ISSN No. 2229 -7561
• Hotstar vs JioCinema: The Streaming Wars, Case Studies on Leading and Strategizing for Organizations Across Contexts, Bloomsbury Publishing India Pvt. Ltd, ISBN: 978-93-56406-84-1
• The Neem Revolution: GNFC’s Journey to Social Impact, Case Studies on Leading and Strategizing for Organizations Across Contexts, Bloomsbury Publishing India Pvt. Ltd, ISBN: 978-93-56406-84-1
• Banking Giants Unite: The Strategic Implications of the Axis-Citi Merger, Case Studies on Leading and Strategizing for Organizations Across Contexts, Bloomsbury Publishing India Pvt. Ltd, ISBN: 978-93-56406-84-1

Conferences:

• Presented a paper titled “Analysing the relationship between brand equity and purchase behaviour of smartphone users in India” at INDAM conference 2022 organized by IIM Rohtak on Jan 09, 2022.
• Presented a paper titled “Computing the effects of Brand passion on consumer behaviour” at ICGER 2021 (International conference) organized by Ahlia University, Bahrain on 15 September, 2021
• Presented a paper titled “Factors influencing purchase decision of smartphones among young Indian consumers” at the 12^thInternational conference on Sustainable global trends organized by Pacific Institute of Management on April 16, 2021.
• Presented a paper titled ‘The role of brand experience in building brand loyalty’ in SIESCOMS International marketing conference on 9^thNov, 2019.
• Presented a paper titled “The impact of Brand experience on brand satisfaction and loyalty: A study of Titan brand in the Indian context.” at the International multidisciplinary conference on commerce, management, Technology, Humanities and social sciences, Holiday Inn, Mumbai on March 10, 2019
• Presented a paper titled “Femvertising: What is it? Does it work in India?” at Ektaraa Research conference at Indira institute of business management, Navi Mumbai on March 16, 2019

Book Chapters:

• GREEN TECHNOLOGIES AND THE FUTURE OF CLEAN ENERGY, Technology Management and Business in Dynamic Era, Imperial Publications, ISBN 9-789391-044510
• ENTREPRENEURSHIP IN THE DIGITAL AGE, Technology Management and Business in Dynamic Era, Imperial Publications, ISBN 9-789391-044510
• DIGITAL TRANSFORMATION IN BUSINESS, Technology Management and Business in Dynamic Era, Imperial Publications, ISBN 9-789391-044510