Associate professor | IIT Roorkee | India
Dr. Jogendra Kumar Nayak is an Associate Professor at the Department of Management Studies, Indian Institute of Technology (IIT) Roorkee, India. With a deep expertise in industrial marketing, his career spans over two decades in the academic world, with significant contributions to research, teaching, and curriculum development. Dr. Nayak’s academic background includes a Ph.D. in Industrial Marketing from IIT Kharagpur, an MBA in Marketing from Pune University, and a Bachelor’s degree in Civil Engineering from Utkal University. He is recognized for his diverse interests in marketing, including areas such as pricing strategies, consumer behavior, business-to-business marketing, and sustainable development. He has consistently earned accolades for his work, including multiple best paper awards and recognition in global academic circles.
Profile
Scopus
Education
Dr. Nayak’s educational journey laid a strong foundation for his expertise in both engineering and management. He earned his Ph.D. in Industrial Marketing from the prestigious Indian Institute of Technology, Kharagpur. His MBA in Marketing from Pune University, where he secured a first division, added a managerial and strategic dimension to his analytical skills. Prior to his management studies, Dr. Nayak completed his B.E. in Civil Engineering from Utkal University, also graduating with first division honors. His diverse educational background combines technical precision with marketing acumen, enabling him to bring a unique perspective to both teaching and research in the field of management.
Experience
Dr. Nayak’s academic career spans over 17 years, during which he has held several notable positions. He began as an Assistant Professor at the Kalinga Institute of Industrial Technology (KIIT) in Bhubaneswar, where he worked from 2008 to 2012. In 2012, he joined IIT Roorkee, where he currently holds the position of Associate Professor in the Department of Management Studies. Over the years, he has contributed to the academic growth of IIT Roorkee, imparting knowledge to students while developing specialized MBA electives such as Marketing Research, Pricing Strategy, and B2B Marketing. He has also been instrumental in designing and delivering online courses through the National Programme on Technology Enhanced Learning (NPTEL), including courses on marketing research, international business, and B2B marketing.
Research Interests
Dr. Nayak’s research interests are rooted in marketing, with a particular focus on industrial marketing, pricing strategies, and consumer behavior. He has explored the intersection of consumer psychology and marketing practices, particularly in areas like impulsive buying, risk perception, and price sensitivity. His work on the relationship between brand perception, marketing communication, and consumer decision-making is highly regarded in academia. He is also deeply interested in sustainable development, with recent publications examining the impact of consumer behavior on green energy adoption and the role of policy in influencing market dynamics. Additionally, Dr. Nayak has researched the role of digital platforms in shaping modern marketing strategies, with emphasis on evolving consumer preferences and technological disruptions.
Awards
Dr. Nayak has been recognized multiple times for his academic excellence and research contributions. Notably, he has received the Best Paper Award at IIM Lucknow in both 2022 and 2023. His research on pricing capabilities and its influence on SMEs’ market performance earned him recognition in international journals. In addition to his research accolades, Dr. Nayak serves as a member of several academic boards, including those at A.P.J. Abdul Kalam Technical University, MIT-WPU Pune, and Brainware University. His role as an expert member of the Standing Committee on Research Methodology for the Bureau of Police Research & Development, Ministry of Home Affairs, Government of India, from 2017 to 2020 further showcases his commitment to advancing research methodologies in the field of management.
Publications
Dr. Nayak has authored and co-authored several impactful publications in high-ranking academic journals. His research on various topics, including consumer behavior, pricing strategies, and sustainability, has been well-cited and contributed significantly to the academic understanding of these areas. Among his prominent works is the paper “The Power of Perception: How Persuasion Knowledge and Perceived Deception in Advertisement Impact Brand-Related Fake News Adoption”, published in Global Knowledge, Memory and Communication in 2024. Additionally, his paper on “SMEs Combating Turbulence” in the Journal of Global Marketing (2023) and his analysis of “Risky Indebtedness, Impulse Buying and Perceived Risk in Buy Now Pay Later Adoption” in Asia Pacific Journal of Marketing and Logistics (2023) have been recognized for their innovative approaches. He has published seven influential papers from 2020 to 2024, contributing to key journals such as Transportation Research Part A, Journal of Business Ethics, and Journal of Business & Industrial Marketing. His work has been widely cited, reflecting the academic impact and practical relevance of his research.
Conclusion
Dr. Jogendra Kumar Nayak’s contributions to the field of industrial marketing and management are substantial. As an Associate Professor at IIT Roorkee, he has not only excelled in research but also played a crucial role in shaping the future of management education in India. His research, which spans consumer behavior, pricing strategies, and sustainability, continues to influence both academic thought and practical marketing strategies. With numerous accolades, including multiple best paper awards, Dr. Nayak’s work is both innovative and impactful. His dedication to improving management education through NPTEL courses and his involvement in curriculum development further exemplify his commitment to the field. Dr. Nayak’s scholarly achievements position him as a leading figure in his area of expertise, influencing both students and academics alike.