V Giridhar

V Giridhar serves as an Assistant Professor in the Department of Management Sciences at the Indian Institute of Technology Kanpur. His academic journey includes a PhD from IIM Shillong, establishing his credentials in the field of management studies.

• Department: Management Sciences
• Institution: Indian Institute of Technology Kanpur
• Contact: Room 314, Department of Management Sciences, IIT Kanpur, Kanpur 208016
• Phone: 0512-259-2267
• Email: giridhar@iitk.ac.in

Dr. Giridhar's research focuses on Consumer Behaviour, Retail Management, and Subaltern Consumer Culture, with particular attention to how cultural values influence consumer decision-making processes. His work bridges traditional marketing concepts with contemporary issues in consumer behavior, especially in the Indian context.

His recent publications demonstrate a strong focus on cross-cultural studies in business, examining how cultural values impact technology adoption, environmental performance, and brand perception. His research trajectory shows consistent engagement with both theoretical frameworks and practical applications in marketing and consumer behavior.

Dr. Giridhar teaches courses in Marketing Management, Consumer Behaviour, Sales & Distribution, and Retail Management. His conference presentations at prestigious events like the International Marketing Conference at IIM Calcutta and the Conference of Excellence in Research and Education at IIM Indore reflect his active participation in the academic community.