Jyothsna Appaiah

Role
Assistant Professor
Section
School of Social Sciences
Email

About

Jyothsna Appaiah is a Programme Director for two leading business management programmes at HW- IBM in Marketing and MA in Marketing. Her area of expertise is Marketing, and she lectures in areas such as consumer behaviour, branding and communications at undergraduate and postgraduate levels.

Current professional affiliations: member of CIM (Chartered Institute of Marketing).

Biography

Jyothsna Appaiah Singh is known popularly amongst her students and colleagues is a PhD from University of Gloucestershire, UK. She has teaching experience in various universities across UAE. Her corporate career spanned stints in software, brand management and market research in organizations such as Infosys, Aditya Birla Retail, India and Emaar Malls and Jafza, UAE.

She contributes as an investor to a hospitality business- Vanasthala, India. She has a keen interest as an investor in small businesses, especially when started by women entrepreneurs. Her research interests span areas such as Emotional Labour, Services Marketing, Retailing, and Brand Management.

Jas’s future plans are to contribute to society through education services to the underprivileged, authoring and sustainable businesses. Jas enjoys learning continually and looks forward to learning from her colleagues and students alike.

Research

Research interests span emotional labour, services marketing and consumer behaviour. Deeply interested in applied research projects with corporates enmeshed in executive trainings alike.

Publications

Accepted (2023): Book chapter “Transforming rural agribusinesses with Digital Marketing: a case of coffee planters in India” in the book “Agribusiness Innovation and Contextual Evolution: Technological, Societal and Channel Advancements (A Palgrave McMillan publication).

Contributor to a book- Sheth, Jagdish N. (2016). Breakout strategies for emerging markets: business and marketing tactics for achieving growth. Old Tappan, New Jersey:Pearson Education.

Grandhi, B. & Singh, Jyothsna A. (2016). What a Waste! A Study of Food Wastage Behavior in Singapore, Journal of Food Products Marketing, 22:4, 471-485, DOI: 10.1080/10454446.2014.885863.

Grandhi, B., Singh, J. and Patwa, N. (2012), "Navigating retail brands for staying alive", EuroMed Journal of Business, Vol. 7 No. 1, pp. 66-82. https://doi.org/10.1108/14502191211225383.