Faculty Profile

Dr. S. Sundar
Professor / Director
Marketing
E-mail: sundar@gsb.co.in

Connect with Faculty

Phone:
04362221699
Mobile:
9677582082
Contact image

Dr. S. Sundar is the first batch alumnus and former Associate Professor of Barathidasan Institute Management, Tiruchirappalli.  He has more than three decades of Teaching and Industry experience. He has taught the core  Marketing course and elective courses in Marketing at BIM. He has held administrative positions like PGP Chairman, Placement Chairman, and Controller of Examinations at BIM.

Dr.Sundar has deep research interests in areas of branding, retail, and e-commerce. He has presented papers in international research conferences in Malaysia and U.S.A. He has won best paper awards at international marketing conferences held at the prestigious IIM Ahmedabad and IIM Lucknow. He has published research papers in peer-reviewed national and international journals.

He has designed, developed, and executed training programs in the strategic and functional levels in top organizations. His training programs have been widely appreciated by iconic institutions such as SBI, BHEL, TAFE, NLC, Ashok Leyland, Sundaram Clayton, Kauvery Hospital, Department of Posts, and Indian Railways. 

Conference Papers

  • “Cause related marketing – tactic or strategy” at International Marketing Conference on Marketing and Society -Indian Institute of Management, Kozhikode April 2007

  •  "Key dimensions of designing Market -driven supply chains using IT: Case study of an Indian Organization" at   Conference on Marketing Paradigms for emerging economies at Indian Institute of Management Ahmedabad, January  2009.

  •  “Influence of Socio Economic Classes on the sources of brand recognition among children “,  5th SIMSR – Asia Marketing conference, at K.J. Somaiya Institute of Management Studies & Research, Mumbai, January 2010.

  •  “A study on impact of it leveraged supply chain operational benefits on competitive marketing performance” at 5th International Research Conference,   Great Lakes Institute of Management,  Chennai, April 2010.

  •  “Impact of Information Technology on Supply Chain Capabilities – a Study of Indian Organizations, “ at International Conference on Technology Systems and Management, NMIMS University, Mumbai, February, 2011. Won best paper award.

  •  “Modeling the Impact of IT Leveraged Supply Chain Capabilities on Competitive Marketing Performance,” at  the General Business Conference, Sam Houston State University in Huntsville, Texas  U.S.A,  April  2011.

  •  “The Impact of Mood on Sport Celebrity Evaluation", at International Conference Series - Consumer Behaviour and Marketing: New Approaches in Consumer Research and Prospects Taylors University, Malaysia. September 2012.

  •  “The effects of involvement and mood on credibility of sports celebrity endorsers” at  5th International Conference on Marketing in Emerging Economies at IIM Ahmedabad, January 2013. Won best paper award.

  •  Impact of brand name on consumer preference for store brands vis-à-vis national brands: A blind and non- blind tasting experiment of table butter” at 6th Internatonal Conference on Emerging Economies at IIM Ahmedabad, January 2015.

  •  "Impact of Consumer Knowledge and Involvement on Perception towards Private label brands versus National brands: An experimental approach " 7th International Conference on Excellence in Research and Education at IIM Lucknow. May 2016. Won Best paper award.

  •  Conjoint analysis approach to estimating consumer preference for store brands vis a vis national brands. Proceedings of 7th International conference on Marketing in Emerging Economies at IIM Ahmedabad, January 2017.

 Journal Publications

  • Sundar S., Ram Chakravarthy and Aarthee S., (2010) “Influence of Socio Economic Classes on the sources of brand recognition among children “ SynergyJournal of K.J. Somaiya Institute of Management Studies & Research, Mumbai.

  •  Kannabiran, G. and Sundar, S. (2011)“Information system strategy to e-business strategy: longitudinal study of planning parameters and IS performance,", Journal of Electronic Commerce in Organizations, Vol.9 (1). Pp.17-37.

  • Kannabiran G. and Sundar S. (2011) “A study on impact of it leveraged supply chain operational benefits on competitive marketing performance” “The Great Lakes Herald’, Vol.5 No. (2).

  • Sundar S. and Kannabiran G. (2011) “Impact of Information Technology on Supply Chain Capabilities – a Study of Indian Organizations”, TECHNOLOGY SYSTEMS AND MANAGEMENT - Communications in Computer and Information Science,  Vol. 145(3), Springer.

  • Venkatesa Kumar and Sundar S. (2012) “The Impact of mood on sport celebrity credibility evaluation" - Taylors Business review, Volume 2 (2) 2 pp.87-100.

  • S.Sundar and Venkatesa Kumar (2013) “Mood effects on celebrity credibility evaluation – a comparison of emerging and matured sport celebrities” – Annamalai International Journal of Business Studies & Research, Vol 5 (1) pp.35-44.

  • S.Kanimozhi  & S.Sundar (2017).   Adoption of 4G mobile services in India: An explanation through Decomposed Theory of Planned Behaviour. International Journal of Emerging Technologies and Innovative Research, 4(11), 23-27, ISSN: 2349-5162, IF: 5.87 Indexed by Google Scholar,  UGC journal no. 63975.

  • S.Sundar & Kanimozhi (2017).     Intention To Adopt 4G Mobile Services in India: An Investigation of the Moderating Effect of Gender Through The Decomposed Theory of Planned Behaviour. International Journal of Business and Management Invention, 6(12), 01-09, ISSN: 2319-8028 (P) 2319-801X (O)  IF:4.72 Indexed by Google Scholar.

  • Anuradha Venkatraman, Dr.S.Sundar, Dr.VenkatesaKumar.(2017).Impact of Extrinsic cues on consumer preference for store brands vis a vis national brands: an experimental approach.Indian Journal of Commerce and Management Studies,Volume VIII, 52-61.

  • S.Sundar & Kanimozhi (2018).     Understanding the Intention to adopt 4G Mobile Services in India using DTPB: A PLS-SEM approach. International Journal of Research in Advent Technology, Peer Reviewed, 6(7), E-ISSN: 2321-9637,           IF: 5.153. Indexed by Google Scholar, UGC journal no. 48768

  • S.Sundar, G.Kannabiran and G.Abhishek (2018) “IT leveraged downstream supply chain capabilities on competitive marketing performance – a study of  Indian manufacturing firms” International Journal of  Business Performance and Supply Chain Modelling  Vol.10 (2) pp.165-194

  • Anuradha Venkatraman and Dr.S.Sundar (2018). Influence of consumer level perception factors on store brand attitude and purchase intention, Sumedha Journal of Management ,Volume 7,15-25.

  • C.N.S.Ramnath Babu  and S.Sundar (2019) “ Switching determinants of Mobile Enterprise Customers – the perspective of push-pull-mooring model and Mobile number Portability”, Indian Journal of Marketing Vol.49 (6), pp.21-34.

Other Publications

  • “Brand Build up – Making of a success story Part I” pp 18-20 Retail Biz December 2006. An Economic Times group publication

  • “Brand Build up - Making of a success story Part II”, pp 24-25 Retail Biz  January 2007.  An Economic Times group publication

  • “Retailer as a brand” - Private Labels- an introduction pp 48-63 edited by   Lakshmaiah Botla. Publishers: ICFAI Books 2006.

  • “Building successful Indian retail brands” – Brand building new dimensions pp 166- 179 edited by A V Bala Krishna. Publishers: ICFAI Books 2008



Contact image

Dr. S. Sundar is the first batch alumnus and former Associate Professor of Barathidasan Institute Management, Tiruchirappalli.  He has more than three decades of Teaching and Industry experience. He has taught the core  Marketing course and elective courses in Marketing at BIM. He has held administrative positions like PGP Chairman, Placement Chairman, and Controller of Examinations at BIM.

Dr.Sundar has deep research interests in areas of branding, retail, and e-commerce. He has presented papers in international research conferences in Malaysia and U.S.A. He has won best paper awards at international marketing conferences held at the prestigious IIM Ahmedabad and IIM Lucknow. He has published research papers in peer-reviewed national and international journals.

He has designed, developed, and executed training programs in the strategic and functional levels in top organizations. His training programs have been widely appreciated by iconic institutions such as SBI, BHEL, TAFE, NLC, Ashok Leyland, Sundaram Clayton, Kauvery Hospital, Department of Posts, and Indian Railways. 

Conference Papers

  • “Cause related marketing – tactic or strategy” at International Marketing Conference on Marketing and Society -Indian Institute of Management, Kozhikode April 2007

  •  "Key dimensions of designing Market -driven supply chains using IT: Case study of an Indian Organization" at   Conference on Marketing Paradigms for emerging economies at Indian Institute of Management Ahmedabad, January  2009.

  •  “Influence of Socio Economic Classes on the sources of brand recognition among children “,  5th SIMSR – Asia Marketing conference, at K.J. Somaiya Institute of Management Studies & Research, Mumbai, January 2010.

  •  “A study on impact of it leveraged supply chain operational benefits on competitive marketing performance” at 5th International Research Conference,   Great Lakes Institute of Management,  Chennai, April 2010.

  •  “Impact of Information Technology on Supply Chain Capabilities – a Study of Indian Organizations, “ at International Conference on Technology Systems and Management, NMIMS University, Mumbai, February, 2011. Won best paper award.

  •  “Modeling the Impact of IT Leveraged Supply Chain Capabilities on Competitive Marketing Performance,” at  the General Business Conference, Sam Houston State University in Huntsville, Texas  U.S.A,  April  2011.

  •  “The Impact of Mood on Sport Celebrity Evaluation", at International Conference Series - Consumer Behaviour and Marketing: New Approaches in Consumer Research and Prospects Taylors University, Malaysia. September 2012.

  •  “The effects of involvement and mood on credibility of sports celebrity endorsers” at  5th International Conference on Marketing in Emerging Economies at IIM Ahmedabad, January 2013. Won best paper award.

  •  Impact of brand name on consumer preference for store brands vis-à-vis national brands: A blind and non- blind tasting experiment of table butter” at 6th Internatonal Conference on Emerging Economies at IIM Ahmedabad, January 2015.

  •  "Impact of Consumer Knowledge and Involvement on Perception towards Private label brands versus National brands: An experimental approach " 7th International Conference on Excellence in Research and Education at IIM Lucknow. May 2016. Won Best paper award.

  •  Conjoint analysis approach to estimating consumer preference for store brands vis a vis national brands. Proceedings of 7th International conference on Marketing in Emerging Economies at IIM Ahmedabad, January 2017.

 Journal Publications

  • Sundar S., Ram Chakravarthy and Aarthee S., (2010) “Influence of Socio Economic Classes on the sources of brand recognition among children “ SynergyJournal of K.J. Somaiya Institute of Management Studies & Research, Mumbai.

  •  Kannabiran, G. and Sundar, S. (2011)“Information system strategy to e-business strategy: longitudinal study of planning parameters and IS performance,", Journal of Electronic Commerce in Organizations, Vol.9 (1). Pp.17-37.

  • Kannabiran G. and Sundar S. (2011) “A study on impact of it leveraged supply chain operational benefits on competitive marketing performance” “The Great Lakes Herald’, Vol.5 No. (2).

  • Sundar S. and Kannabiran G. (2011) “Impact of Information Technology on Supply Chain Capabilities – a Study of Indian Organizations”, TECHNOLOGY SYSTEMS AND MANAGEMENT - Communications in Computer and Information Science,  Vol. 145(3), Springer.

  • Venkatesa Kumar and Sundar S. (2012) “The Impact of mood on sport celebrity credibility evaluation" - Taylors Business review, Volume 2 (2) 2 pp.87-100.

  • S.Sundar and Venkatesa Kumar (2013) “Mood effects on celebrity credibility evaluation – a comparison of emerging and matured sport celebrities” – Annamalai International Journal of Business Studies & Research, Vol 5 (1) pp.35-44.

  • S.Kanimozhi  & S.Sundar (2017).   Adoption of 4G mobile services in India: An explanation through Decomposed Theory of Planned Behaviour. International Journal of Emerging Technologies and Innovative Research, 4(11), 23-27, ISSN: 2349-5162, IF: 5.87 Indexed by Google Scholar,  UGC journal no. 63975.

  • S.Sundar & Kanimozhi (2017).     Intention To Adopt 4G Mobile Services in India: An Investigation of the Moderating Effect of Gender Through The Decomposed Theory of Planned Behaviour. International Journal of Business and Management Invention, 6(12), 01-09, ISSN: 2319-8028 (P) 2319-801X (O)  IF:4.72 Indexed by Google Scholar.

  • Anuradha Venkatraman, Dr.S.Sundar, Dr.VenkatesaKumar.(2017).Impact of Extrinsic cues on consumer preference for store brands vis a vis national brands: an experimental approach.Indian Journal of Commerce and Management Studies,Volume VIII, 52-61.

  • S.Sundar & Kanimozhi (2018).     Understanding the Intention to adopt 4G Mobile Services in India using DTPB: A PLS-SEM approach. International Journal of Research in Advent Technology, Peer Reviewed, 6(7), E-ISSN: 2321-9637,           IF: 5.153. Indexed by Google Scholar, UGC journal no. 48768

  • S.Sundar, G.Kannabiran and G.Abhishek (2018) “IT leveraged downstream supply chain capabilities on competitive marketing performance – a study of  Indian manufacturing firms” International Journal of  Business Performance and Supply Chain Modelling  Vol.10 (2) pp.165-194

  • Anuradha Venkatraman and Dr.S.Sundar (2018). Influence of consumer level perception factors on store brand attitude and purchase intention, Sumedha Journal of Management ,Volume 7,15-25.

  • C.N.S.Ramnath Babu  and S.Sundar (2019) “ Switching determinants of Mobile Enterprise Customers – the perspective of push-pull-mooring model and Mobile number Portability”, Indian Journal of Marketing Vol.49 (6), pp.21-34.

Other Publications

  • “Brand Build up – Making of a success story Part I” pp 18-20 Retail Biz December 2006. An Economic Times group publication

  • “Brand Build up - Making of a success story Part II”, pp 24-25 Retail Biz  January 2007.  An Economic Times group publication

  • “Retailer as a brand” - Private Labels- an introduction pp 48-63 edited by   Lakshmaiah Botla. Publishers: ICFAI Books 2006.

  • “Building successful Indian retail brands” – Brand building new dimensions pp 166- 179 edited by A V Bala Krishna. Publishers: ICFAI Books 2008



 
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