Prof. Anand Kumar Jaiswal

Professor of Marketing at Indian Institute of Management Ahmedabad.


He is a Research Fellow, Snyder Innovation Management Center, Whitman School of Management, Syracuse University, US. He was Affiliates Scholar, Center for the Study of Russian and Emerging Market Multinationals, Graduate School of Management at St Petersburg University (GSOM SPbU), Russia during 2016-2017. He was Visiting Scholar at Maastricht University, Netherlands during in 2010. He is also Visiting Faculty at Kathmandu University School of Management, Kathmandu, Nepal.

His research interests include services management, customer satisfaction, customer retention, bottom of the pyramid (BOP) markets, business-to-consumer e-commerce, Innovations (frugal innovation, reverse innovation, business model innovation) and Healthcare Management. 

He has been involved in executive training /development programmes with several Indian and multinational corporations such as PepsiCo, Novartis, Fullerton, HDFC Life, Daimler, Quess Corp Limited, Cummins India Limited, Indian Oil Corporation Limited (IOCL), Larsen & Toubro Limited (L&T), Life Insurance Company (LIC), Gorkha Breweries, Hindustan Aeronautics Limited (HAL). He did consulting projects / other assignments for several organizations such as Sanofi-Aventis, Novo Nordisk, Novo Nordisk Region International Operations, General Electric, Institute of Design, Illinois Institute of Technology Chicago, and Research International.

He has also won several awards for his research work. He was given Distinguished Young Professor Award for excellence in research in 2011 at Indian Institute of Management Ahmedabad. He won the International Management Division’s Skolkovo Best Paper Finalist award in 2012 Annual Meeting of the Academy of Management, Boston. He was also nominated for the Gustavson School of Business Award for the ‘Best Qualitative Paper in International Business’ of International Management Division in 2012 Annual Meeting of the Academy of Management, Boston. He won the best paper award in Business Studies in 4th International Conference on Theory & Practice, Adelaide, South Australia, 9th –10th February, 2018. 

He won the best case award in 2011 international EFMD (EQUIS) Case Competition in the Indian Management Issues and Opportunities category. In 2013 international EFMD Case Competition he was runner-up in the Indian Management Issues and Opportunities category and received a special Highly Commended mention. 

He was selected for the First Biennial Sheth Emerging Scholars Faculty Consortium at Reims, France in 2011. He also won award for ‘Excellence in Management Writing’ at IBS Kolkata and Telegraph Strategy Summit in 2005; the best doctoral student paper award at AIMS International Conference, IIM Calcutta in 2004, and the best paper in marketing award at Doctoral Symposium COSMAR, Indian Institute of Science, Bangalore in 2003.

He has published papers in Journal of the Academy of Marketing Science, Journal of Business Ethics, Long Range Planning, Journal of Interactive Marketing, Journal of Business Research, European Journal of Marketing, Journal of Services Marketing, Journal of Consumer Marketing, Innovations, Organization & Environment, Managing Service Quality (Journal of Service Theory and Practice), Journal of Macromarketing, Marketing Intelligence & Planning, Electronic Markets, International Journal of Bank Marketing, Sustainability, BMC Health Services Research, Social Science & Medicine, Australian Journal of Management, Information Technology for Development, Journal of Academy of Business and Economics, Asian Case Research Journal, Economic & Political Weekly and Decision.

Prof Jaiswal's work in the bottom of the pyramid (BOP) has attracted attention of academicians and practitioners in India and abroad. His first paper providing a different perspective on the bottom of the pyramid has been published in 2008 in the Innovation, a prestigious journal from MIT press. This paper is among the Most Cited Papers of Innovations. He published papers in the BOP and related areas in the Financial Times (FT) 50 journals such as Journal of the Academy of Marketing Science and Journal of Business Ethics. His paper examining the competitive dynamics between MNCs and domestic companies at the bottom of the pyramid markets has been published in Long Range Planning. His other papers in the area of the BOP were published in journals such as Organization & Environment, Sustainability, Journal of Consumer Marketing, Information Technology for Development, Social Science & Medicine and BMC Health Services Research. He has conducted programmes/assignments on the bottom of the pyramid for several organisations such as Sanofi-Aventis, Novo Nordisk, Novo Nordisk Region International Operations and General Electric (GE). 

He has written international award winning, bestsellers and high impact cases. Two of his cases on Radio Mirchi and Sanofi-Aventis won the best case and runner-up awards in EFMD (EQUIS) international case competition respectively. His four case studies on CavinKare, Cerenity Sanitiser (A) & (B) and Dettol are Bestsellers at Harvard Business Publishing indicating worldwide popularity, adoption and usage of the cases. Over 66000 copies of cases authored by him have been sold during 2015-2023, and the same have been used in over 270 institutes and corporations in more than 55 countries.  

You can contact Professor Jaiswal at akjaiswal@iima.ac.in .