Associate Professor, Indian Institute of Management, Indore
An alumnus of IIM Ahmedabad, Prof. Sanjeev Tripathi is an Associate Professor at IIM Indore. Prior to working with IIM Indore, Prof. Tripathi has worked at IIM Ahmedabad and MICA. Prior to his academic life, he has also worked with Nielsen, where he consulted P&G on their innovation processes, market size assessment and product launches across Australia, ASEAN, India, Japan and Korea. Before that, he has also worked with Indian Railways where he worked in diverse functions such as operations, logistics, production, procurement etc. and led large multi functional teams.
His research interests are in the area of Consumer Behaviour, Behavioural Pricing, Sports marketing and Sports management. His teaching interests are in the areas of Pricing, Sports Marketing Neuromarketing and Strategic Marketing. His research has been published his research in a number of reputed international journals and he has presented his research papers at various international conferences. Prof. Tripathi is an avid case writer and he has developed more than 15 management cases that are registered at IIM Ahmedabad and at Ivey. He has also co-authored a management book published by Tata-McGraw Hill.
Prof. Tripathi is the foremost academic in India in the domain of sports marketing and sports management. He has designed and run a course in sports marketing at various IIMs since last five years. He has written a number of cases and research papers on sports management and is currently writing a couple of books on sports marketing. He has also worked with various organizations on issues related to sports management. Currently he is working with Department of Sports on a project related to improving utilization of sports stadia. He has done consulting projects for a number of organizations in sectors like sports, philanthropy and advisory functions. He has also conducted Executive Education programmes. for organizations like Pepsi, Reliance Capital, Ircon, Ambuja, Exide, Meril Life etc.
Yes, I Can Or "No, I Can't" - Effect of Extraneous Affirmation- and Negation-Evoking Contexts on Brand Recall Memory: the Role of Semantic Activations