Dr. Archana Sharma

Profile

Dr. Archana Sharma is currently working as Professor and Head, MBA ( day and evening) at IISWBM, Kolkata. She is an MBA in Marketing from the Department of Business and Industrial Management, South Gujarat University. She completed her Ph.D. in Strategic Marketing from South Gujarat University with UGC-NET Fellowship in 1994.

Dr. Sharma has more than 25 years of experience in teaching, research and consultancy work. Her area of research interest is Consumer Behaviour, Strategic Management and Entrepreneurship.

Apart from teaching, she is involved in guiding students for their M.Phil and Ph.D. degrees. Her research papers have been published in national and international journals and she has presented papers at various national and international conferences. She also has a keen interest in Case-Writing and has published a number of cases written by her.

She has consultancy experience on subjects like Customer Relationship Management, Selling & Negotiation Skills, Sales Management, Service Marketing and Strategic Management and has been invited for delivering lectures in companies like UCO Bank, DVC, Coal India, GRSE, NACEN, NTTR, etc.

Qualification

Ph.D.in Management from South Gujarat University( UGC-NET Fellow)
MBA with Marketing Specialisation from Department of Business and Industrial Management, South Gujarat University.
B.Sc. from South Gujarat University.

Teaching Areas

Publication

"Boosting Market Share of DTH in North Bengal: A case study of Global Sky Ltd."—IMT Case Journal, 2011.
"Critical Success Factors that drive Cluster Development Approach in West Bengal"—Proceedings of the 12th Biennial Conference on Entrepreneurship held by EDI Ahmedabad, 2017
"Impact of Factors associated with E-Health behaviour"—Kindler Volume XVIII, 2018
"A study on Women's Work Life Balance and working arrangements with special reference to banking industry in Kolkata"—International Journal of Research in Engineering, IT and Social Sciences, 2018
Chakraborty, J., Sharma, A. and Das, G. (2023). Understanding the Relationship between Demographic Variables and Customers' Satisfaction towards Online Apparel Shopping Sites: A Study in West Bengal. International Journal of Multidisciplinary Research and Modern Education (IJMRME), Vol.9 (1), pp. 06-10, ISSN: 2454-6119
Chakraborty, J., Sharma, A. and Das, G. (2022). Why do Consumers Shop Online? An Analytical Study on Food and Grocery Segment in West Bengal. International Journal of Management and Development Studies (IJMDS), Vol.11 (10), pp. 01-09, ISSN: 2320- 0685
Chakraborty, J., Sharma, A. and Das, G. (2022). Factors influencing Online Shopping Behaviour of Customers in the Apparel Vertical: A Study in West Bengal. Time's Journey, Vol.11 (2), pp. 45-57, ISSN: 2278-6546
Sharma, A., Das, G. and Chakraborty, J. (2019). Changing Waves in Online Retailing from Brick & Mortar to Online: An Exploratory Study. BIMS Journal of Management, Vol.4 (1 & 2), pp. 21-27, ISSN: 2456-222X [Conference Issue on "New Paradigms in Management" in association with AIMS (Association of Indian Management Schools)]

Conferences

" Morning Meal (Breakfast) habit of Indian Consumers-Usage and Awareness Study based on Need based Segmentation."—4th Annual International Conference on Management & Social Welfare issues, IISWBM, 2011
"The Role of Transformational Leadership in Enhancing Strategic Innovation"—International Conference in Human Resource Management on HR Leadership: People, Process, Practice, 2014
Chaired the technical session on Marketing at the 5th Annual International Conference on Innovations and Best Practices in Business, Human and other Earth Resources Management, January 15-16, 2015 at IISWBM, Kolkata.
"A Comparative Study of Women's Work Life Balance between Public and Private Sector banks in Kolkata "—International HR Conference on HR trends 2030., March 1st-2nd,March, 2019 at IISWBM Kolkata.
Chaired the technical session on Green HRM at the International HR Conference on HR Trends 2030,March 1st and 2nd, 2019 at IISWBM Kolkata.
on "An Exploratory Study to identify the factors influencing Online Shopping Behaviour of Customers with special emphasis to Food & Grocery, Apparels and Consumer Durables" at the Two-Day National Conference on 'Paradigm Shift in the Market Forces in the Indian Context - Impact on Marketing, Accounting & Finance, Strategic HRM, Operations & Supply Chain Management' organized by The Bhawanipur Education Society College, Kolkata in collaboration with Indian Institute of Social Welfare and Business Management, Kolkata, held at The Bhawanipur Education Society College, Kolkata, on 5th July and 6th July, 2019.
"A study to identify the factors influencing online shopping behaviour of customers in apparel retailing in the state West Bengal in India" at the CBIER-DIU 4th International Conference on Globalisation, Entrepreneurship, and Emerging Economies (ICGEEE), held at Daffodil International University (DIU),Dhaka, Bangladesh, from 8th December - 10th December, 2019.
"Changing Preferences of Customers' Choice of Online Apparel Shopping in the Post Pandemic Era in West Bengal" at the International Research Seminar on Business Resilience in the Post Covid-19 World: Role of Integrated Management, organized by Globsyn Business School, Kolkata, on 11th December and 12th December, 2020.
"A Systematic Review of Factors influencing Online Shopping Behaviour of Customers in the Food and Grocery Vertical" at the National E-Conference on Advances in Business, Management & Technology (NCABMT-2021), organized by Department of Management Sciences, Mahatma Gandhi Central University, Bihar, on 25th June and 26th June, 2021.
"A Structural Equation Modelling on Factors governing Online Shopping Behaviour towards Apparels in the state of West Bengal" at the International Conference on Green Supply Chain Management: New Challenges to Sustain Green Environment, sponsored by University Grant Commission (under KNU UGC STRIDE Project Component-I), in collaboration with Department of Mathematics and Department of Business Administration, Kazi Nazrul University, Asansol, on 18th November and 19th November, 2022.
"A Literature Based Analysis on Online Shopping Behaviour towards Apparels in West Bengal" at the International Seminar on Contemporary Issues in International Trade: Challenges & Opportunities, organized by Department of Economics and Commerce, The Heritage College, Kolkata, in collaboration with Goenka College of Commerce & Business Administration, Kolkata, on 21st December and 22nd December, 2022.
Paper titled "Women Entrepreneurship:A Contextual Study on the Indian Social Aspects of the Enterprises" presented at the National Seminar titled " Significance of Entrepreneurship in the Sustainable Economic Development of India" under the theme 'Azadi ka Amrit Mahotsav', held on 19-20 January, 2023 organised by the Department of Business Management, University of Calcutta and sponsored by the Indian Council of Social Science Research (ICSSR).
Chaired a technical session on Leadership at the International HR Conference : Decoding the HR Mantra: HR Roadmap and Future of Workforce held on 1st and 2nd March, 2023 organised by IISWBM, Kolkata.
Paper titled "Women Entrepreneurship:A Contextual Study on the Indian Social Aspects of the Enterprises" presented at the National Seminar titled " Significance of Entrepreneurship in the Sustainable Economic Development of India" under the theme 'Azadi ka Amrit Mahotsav', held on 19-20 January, 2023 organised by the Department of Business Management, University of Calcutta and sponsored by the Indian Council of Social Science Research (ICSSR).
"Re-imagining the Dimensions of Online Shopping with regard to Food & Grocery Vertical in West Bengal" at the International Conference on 'The VUCA World: Its Impact on the Business Environment', organized by Department of Commerce PG & UG (Afternoon & Evening Section) in collaboration with The IQAC (The Bhawanipur Education Society College) and South Kolkata Association for Commerce Researchers and Academicians, on 10th March and 11th March, 2023.
"Determinants of Apparel Shopping Behaviour in an E-Commerce Environment: A Study in West Bengal" at the National Conference onContemporary Issues in Accounting, Finance and Management, jointly organized by St. Xavier's University, Kolkata, Faculty of Commerce and Management & Fr. Lafont Centre of Excellence in Research and Innovation (LCERI) and Indian Accounting Association, Kolkata Branch, on 29th April, 2023.

Books / Chapters

Branded Fruit Juice-Challenges in the Global Beverages Ltd.-Case study in Strategic Management, 2012.
Penetration of the Indian Rural Market-The Case of Hindustan Oils Ltd.-Case study in Strategic Management, 2012.

Professor