Shradha Shivani

Shradha Shivani is a Professor of Marketing and currently the Head of the Department of Management at the Birla Institute of Technology, Mesra. MBA in Marketing with a PhD in Management from Birla Institute of Technology, Mesra. Teaching & Research for more than 27 years. She teaches courses in the domain of Consumer Behaviour, Marketing Communication, Brand Management and Entrepreneurship. She has been guiding doctoral work in Brand Management, Advertising, Consumer Behaviour, Knowledge Management and Entrepreneurship. She is deeply interested in Outcome-Based education (OBE) and Pedagogy for technical education. She was the coordinator for the implementation of the prestigious Pedagogy project of the National Mission for Education through Information and Communication Technology (NMEICT) of MHRD, GOI. She has trained faculty members from across the country on adopting OBE effectively. She has successfully completed many research projects sponsored by the All-India Council for Technical Education, the Indian Council for Social Science Research and the Ministry of Communication and Information Technology in the fields of Entrepreneurship, Marketing and Communication. She has published her work in 35 Web of Science Journals. She is a nominated member of UGC & AICTE committees for curriculum design & pedagogy for technical education, Review committee for Deemed to be Universities among others.

Publications

Intrinsic Rewards and Sustainability-Oriented Entrepreneurial Intentions: Reflections From Two Case Studies in India
Intrinsic Rewards and Sustainability-Oriented Entrepreneurial Intentions: Reflections From Two Case Studies in India
Mayuri Srivastava, Shradha Shivani, Sraboni Dutta. © 2023. 17 pages.
In the 21st century, the Sustainable Developmental Goals have become the pivot of economic development worldwide. Hence, the need to promote sustainability-oriented...
Entrepreneurial Self-Efficacy of Indian Youth: Family Climate as a Driver
Entrepreneurial Self-Efficacy of Indian Youth: Family Climate as a Driver
Mayuri Srivastava, Shradha Shivani, Sraboni Dutta. © 2023. 23 pages.
This chapter empirically examines the significance of an individual's family climate and its six dimensions (open communication, intergenerational attention...