CURRICULUM VITAE

SUBIN SUDHIR
Assistant Professor (Marketing)
Indian Institute of Management, Indore,
Prabandh Shikhar, Rau - Pithampur Rd,
Indore, Madhya Pradesh 453556
Phone: +91-731-2439554
Email: subins@iimidr.ac.in

ACADEMIC PROFILE
Fellow Program in Management (Equivalent to Ph.D)
Indian Institute of Management, Kozhikode (IIM Kozhikode).
Master of Business Administration (MBA)
Institute of Management in Kerala, University of Kerala.
Major: Marketing and Systems.
Bachelor of Technology (B.Tech)
Mar Baselious College of Engineering and Technology, University of Kerala.
Major: Electrical & Electronics Engineering.

RESEARCH INTERESTS
 Rumor Research in Marketing.  Tourism and Destination Image
 Social Media Marketing.  Marketing Theory.
 Word of Mouth  Marketing and Society.

TEACHING INTERESTS
 Customer Relationship Management.  Relationship Marketing.
 Sales and Distribution Management  Marketing and Society.
 Retail Strategy  Consumer Behavior.

PUBLICATIONS and WORKING PAPERS

2016 Sudhir, S., & Unnithan, A. B. (2016). Rumour Sharing in the Marketplace : A Manifestation of
Anxiety, Arousal, and Valence. (No. IIMK/WPS/197/MM/ 2016/08). Working Paper, Indian Institute
of Management Kozhikode.
2014 Sudhir, S., & Unnithan, A. B. (2014). Measuring Consumer Motivations to Share Rumors: Scale
Development. International Journal of Online Marketing (IJOM), 4(3), 51-67.
2013 Sudhir, S., & Unnithan, A. B. (2013). Rumor Sharing In The Marketplace: What Motivates The
Consumer? (No. IIMK/WPS/139/MKTG/2013/25). Working Paper, Indian Institute of Management
Kozhikode.
2017 Sudhir, S., & Unnithan, A. B. Role of Felt Emotions in Marketplace Rumormongering (Work in
Progress.)
2017 Sudhir, S., & Unnithan, A. B. Emotions Drive Consumer’s Decision to Share Rumours in the
Marketplace: An Exploration of the Two-Factor Structure of Affect. (Work in Progress.)
CONFERENCE PAPERS

International Conferences
2017 Sudhir, S., & Unnithan, A. B. (2017). Role of Felt Emotions in Marketplace Rumormongering. In
Winter Marketing Educators Conference. USA: American Marketing Association. (Forthcoming)
2014 Sudhir, S., & Unnithan, A. B. (2014). Rumor Sharing Behavior in the Marketplace: A Study on
Motivations. In 36th ISMS Marketing Science Conference. Atlanta, GA, USA: INFORMS.
2014 Sudhir, S., & Unnithan, A. B. (2014). Rumors in the Marketplace: What Drives Them? In AMA
Summer 2014 Summer Marketing Educators Conference. San Francisco, CA, USA: American
Marketing Association.

National Conferences
2016 Sudhir, S., & Unnithan, A. B. (2016). Emotions Drive Consumer’s Decision to Share Rumours in the
Marketplace: An Exploration of the Two-Factor Structure of Affect. In International Conference on
Marketing, Technology and Society. Kozhikode, India: Indian Institute of Management, Kiozhikode
(IIMK)
2016 Sudhir, S., & Unnithan, A. B. (2016). Rumour Sharing in the Marketplace: A Manifestation of
Anxiety, Arousal, and Valence. In International Communication Management Conference (ICMC).
Ahmedabad, INDIA: MICA.
2015 Sudhir, S., & Unnithan, A. B. (2015). Modeling the Spread of Product Related Rumors in the
Marketplace – An Agent Based Simulation. In International Conference on Contemporary Thinking
in Marketing. Mumbai, INDIA: S. P. Jain Institute of Management & Research (SPJIMR).
2015 Sudhir, S., & Unnithan, A. B. (2015). Relationship Management and Information Sharing
Motivations of Rumor Sharing in the Marketplace. In 6th IIMA Conference on Marketing in
Emerging Economies, 2015. Ahmedabad, INDIA: Indian Institute of Management Ahmedabad.
2012 Sudhir, S., & Unnithan, A. B. (2012). Customer Motivations to Share Product Related Rumours. In
6th Great Lakes NASMEI Marketing Conference. Chennai, INDIA: Great Lakes Institute of
Management.
2012 Sudhir, S. (2012). Marketing Challenges in the Diffusion of Grassroot Innovations: A Case study from
India. In AIM International Conference on Innovations in Marketing for Emerging Markets: Global
Challenges and Opportunities. Bangalore, INDIA: Academy of Indian Marketing.
2012 Sudhir, S., & Unnithan, A. B. (2012.). Product-Related Rumour Sharing Behaviour: An Agent Based
Simulation. In COSMAR 2012. Bangalore, INDIA: Indian Institute of Science.
2011 Sudhir, S. (2011). Electrical motor: A metaphorical look at consumer behaviour. In 5th Great Lakes
NASMEI Marketing Conference. Chennai, India: Great Lakes Institute of Management.

DOCTORAL CONSORTIUMS
2017 Young Faculty Participant: 5th AIM AMA Sheth Foundation Doctoral Consortium – 2017, We School,
Mumbai, India.
2012 Consortium Fellow: Inaugural AIM-AMA Sheth Foundation Doctoral Consortium – 2012, Alliance
University, Bangalore, India.
2012 The 12th Consortium of Students in Management Research (COSMAR) 2012, Indian
Institute of Science, Bangalore, India.
TEACHING EXPERIENCE (PGDM and MBA Courses Taught)
1. Digital and Social Media Marketing (IIM, Trichy)
2. Research for Marketing Decisions (IIM, Trichy)
3. Sales and Distribution Management (IIM, Trichy)
4. Marketing Management I (IIM, Trichy)
5. Customer Relationship Management (NIT, Calicut)

PROFESSIONAL EXPERIENCE
1. Indian Institute of Management (IIM) Tiruchirappalli, India. (Full Time Visiting Assistant Professor)
2. Institute for Financial Management & Research (IFMR), SriCity, India. (Senior Faculty Associate)
3. Institute for Customer Relationship Management (iCRM), Malaysia. (Consultant – Research & Insights)
4. Tata Elxsi Limited, Trivandrum, India. (Marketing Executive)
5. Wipro Technologies Limited, Chennai, India. (Systems Engineer)

AWARDS and CERTIFICATION

• Junior Research Fellowship, December 2008. University Grants Commission, India.
• National Eligibility Test for Lectureship, December 2008. University Grants Commission, India.

ACADEMIC SERVICES
2014 Organizing Volunteer for the Second Pan-IIM World Management Conference, 2014. IIM Kozhikode.
2014 Academic Reviewer for the Second Pan-IIM World Management Conference, 2014. IIM Kozhikode.
2014 Academic Reviewer for the American Marketing Association Summer Marketing Educators
Conference, 2014. San Francisco, CA, USA.
2014 Session Chair for “S32-Understanding the Customer’s Goals: Communication, Gaming and
Adoption” session at the American Marketing Association Summer Marketing Educators Conference,
2014. San Francisco, CA, USA.
2013 Academic Reviewer for the Society of Consumer Psychology Annual Winter Conference, 2014.
Miami, USA.
2012 Session Chair for “Word-of-Mouth” session at the 6th Great Lakes NASMEI Marketing Conference.
Chennai, India: Great Lakes Institute of Management. Chennai, India.

PERSONAL DETAILS
Date of Birth: 16/March/1985
Nationality: Indian

PROFESSIONAL REFERENCES
Dr. Anandakuttan B. Unnithan Dr. Unnikrishnan K Nair
Professor (Marketing Area), Professor (OB & HR Area),
Indian Institute of Management Kozhikode. Indian Institute of Management Kozhikode.
Email: anandunnithan@iimk.ac.in Email: unni@iimk.ac.in
Phone: +91-495-2809101 Phone: +91-495-2809247