Dr. Piyush Pranjal

Dr. Piyush Pranjal

Associate Professor of Practice (Management)

B. Tech. – Biju Patnaik University of Technology, Rourkela, India

MBA – GITAM (Deemed to be) University, Visakhapatnam, India

Ph.D. – Indian Institute of Management Ranchi, Ranchi, India

:  ppranjal@jgu.edu.in

Piyush Pranjal is an Associate Professor of Practice (Management) at the University. He pursued his Ph.D. in Management from the Indian Institute of Management Ranchi (2015-20). He has an MBA in International Business with Major in Marketing and Minor in Finance from the GITAM (Deemed to be) University (2009-11). He also has a B. Tech. in Electronics Engineering from the Biju Patnaik University of Technology (2005-09).

His teaching and research interests are into varied management and related disciplines with a keen focus on inter- and trans-disciplinarity revolving around Fundamentals of Business, Marketing Management, Brand Management, Consumer Behaviour/Psychology, Research Methodology, Phenomenology, Process Improvement, Practice Theory, Neurosccience, and Indic Knowledge Systems. Along with his research collaborators, he has published five research papers (SCOPUS-indexed and ABDC/ABS-ranked), two book chapters (SCOPUS-listed), a book review, and numerous conference papers (proceedings) and popular media articles. At the University, he has been the recipient of Research Recognition Reward consecutively for the years 2021 and 2022 i.e., since joining. Along with research collaborators, he has also worked on a prestigious funded project wherein, he has contributed both as a researcher and as an administrator.

Besides teaching, he has an industry experience of approximately four years (2011-2015) working with HCL, Tata and Rexel India across Marketing, Sales and Distribution, and Project Management. He also undertakes student outreach activities and works with under-grad and post-grad research interns.

Research papers (peer-reviewed) –

  • Pranjal, P., & Sarkar, S. Corporate brand alignment in business markets: A practice perspective. Marketing Intelligence and Planning, 38(7), pp.907-920
  • Gupta, P., Pranjal, P., Bera, S., Sarkar, S. & Sachan, A. Performance improvement of supplier-side e-tender-driven marketing process. International Journal of Productivity & Performance Management, 70(8), pp.2032-2051
  • Pranjal, P., & Sarkar, S. Corporate branding in an emerging business market: a phenomenological perspective. International Journal of Business and Emerging Markets, 12(1), pp.46-65
  • Pranjal, P., & Sarkar, S. Marketing measurement: the traditional and the modern – way forward. International Journal of Business Excellence, 24(4), pp.460-480
  • Gupta, P., Pranjal, P., Sachan, A. and Prasad, P. Managing arrival variability in healthcare services: case of an out-patient department. International Journal of Productivity and Quality Management, 34(2), pp.135-157

Book chapters 

  • Pattanayak, A. et al. (2022). Cognitive Engineering for AI: An Octave Drawing Test for Building a Mathematical Structure of a Subconscious Mind. In: Kaiser, M.S., Ray, K., Bandyopadhyay, A., Jacob, K., Long, K.S. (eds) Proceedings of the Third International
  • Conference on Trends in Computational and Cognitive Engineering. Lecture Notes in Networks and Systems, vol 348. Springer, Singapore.
  • Pattanayak, A. et al. (2022). Meta-Analysis of fMRI for Emotional and Cognitive States Shows Hierarchical Invariant Optimization in Brain. In: Kaiser, M.S., Bandyopadhyay, A., Ray, K., Singh, R., Nagar, V. (eds) Proceedings of Trends in Electronics and Health Informatics. Lecture Notes in Networks and Systems, vol 376. Springer, Singapore.

Book review

  •  Pranjal, Piyush, and Soumya Sarkar. “Qualitative Consumer & Marketing Research.” e-Journal of Social & Behavioural Research in Business, vol. 10, no. 1, June 2019, pp. 78+.


Popular media articles

  • Pranjal, P. and Sarkar, S. (2019, May 22), CEO ‘branding’: Is it a double-edged sword? Campaign India. https://www.campaignindia.in/article/ceo-branding-is-it-a-double-edged-sword/451853
  • Mukherjee, M., Pranjal, P. and Sarkar, S. (2019, Oct. 14), How to fight the brand terrorists? Campaign India. https://www.campaignindia.in/article/opinion-how-to-fight-the-brand-terrorists/454856
  • Mukherjee, M. and Pranjal, P. (2020, May 18), ‘Atmanirbhar’ campaigns – implications for marketers and campaign managers. Campaign India. https://www.campaignindia.in/article/opinion-atmanirbhar-campaigns-implications-for-marketers-and-campaign-manage/461077
  • Pranjal, P., Bansal, A. and Dutt, I. (2020, Aug. 06), ‘Conscious consumerism’ – what is it? What of it? Campaign India. https://www.campaignindia.in/article/opinion-conscious-consumerism-what-is-it-what-of-it/462804
  • Mehta, P., Shastri, C. and Pranjal, P. (2021, April 30), Consumer Protection in India: Archetypal Challenges and Way Forward. International Journal of Law Management and Humanities, Vol. 4, Iss. 2, pp. 80 – 87. http://doi.one/10.1732/IJLMH.26033
  • Bajaj, S., Mukherjee, M. and Pranjal, P. (February 14, 2022). Employee advocacy: What is it? What of it?. ET HRWorld, The Economic Times
  • Visiting Faculty at XIM University

Conference presentations (proceedings)

  • Pranjal, P., & Sarkar, S. (2019, February 22-24). Understanding corporate brand advocates’ experiences about brand alignment. Paper presented at the 2019 American Marketing Association (AMA) Winter Academic Conference, Austin, Texas: AMA USA.
  • Pranjal, P., & Sarkar, S. (2018, November 29-30). Brand alignment in the business-to-business (B2B) context: a phenomenological perspective. Paper presented at the XVIII Consortium of Students in Management Research (COSMAR 2018), Bangalore: Indian Institute of Science Bangalore.
  • Pranjal, P., & Sarkar, S. (2019, January 6-8). Exploring brand advocacy in the business to business (B2B) context. Paper presented at the Annual Conference of the Emerging Markets Conference Board: Institute of Management Technology, Ghaziabad.
  • Gupta, P., Pranjal, P., & Sachan, A., (2018, November 29-30). Performance analysis and improvement of a typical e-tender driven marketing process in a B2B context: A discrete event simulation study. Paper presented at the XVIII Consortium of Students in Management Research, COSMAR, IISc Bangalore.
  • Gupta, P., Pranjal, P., & Sachan, A., (2019, April 07-11). Performance analysis and improvement of a B2B Supplier Side e-tender driven internal process: A discrete event simulation study. Paper presented at the 28th International Conference on Management of Technology, NITIE, Mumbai, India.
  • Faculty Research Webinar at O. P. Jindal Global University. Topic – Marketing Measurement: The traditional and the modern – Way forward. 2020.
  • Summer and Winter internships/workshops for students of the University
  • Research Recognition Reward 2020 – O. P. Jindal Global University, Sonipat, India
  • Research Recognition Reward 2021 – O. P. Jindal Global University, Sonipat, India
  • Part of a Funded Project (Agency – SPARC; Duration – 2019-20/21) as a Research Resource
  • UGC NET/JRF – 2014 (Management)

Reviewer positions (Journals/Conferences)

  • Asia-Pacific Journal of Business Administration
  • Asia-Pacific Journal of Marketing & Logistics
  • IIM Ranchi Journal of Management Studies
  • American Marketing Association

Professional Affiliations

  • Indian Academy of Management (INDAM)
  • Entrepreneurial Marketing
  • Marketing for Financial Services
  • Business Psychology
  • Business Environment
  • ‘Principles of Management