Pradeep Kumar

Overview:

Dr. Pradeep Kumar is an Assistant Professor in the area of Marketing at IIM Bodh Gaya. His teaching interests are International Marketing, Services Marketing, Healthcare Marketing, Branding of Healthcare Products & Services, Neuromarketing, and B2B in Healthcare. His research interests lie in Service Science, Flexible mechanisms in Marketing, Experiential Value, Brain mapping and Neuroscientific techniques (EEG). He has published one research paper in A*, 08 papers in A, and 06 papers in B category of journals (ABDC). He was topper of exe PGDM (Marketing) at IIM Ranchi. Besides, he has received Best research paper awards from IIM Lucknow (2018) and IIM Ahmedabad (2020). Pradeep Kumar serves as reviewer in many journals of A*/A/B category of journals. He has also received the Outstanding Reviewer Awards for three consecutive years (2021, 2022 & 2023) from Journal of Asia Business Studies (Emerald), an ABDC listed journal. Before joining at IIM Bodh Gaya, he was associated with BIMTECH (Greater Noida); UPES, Dehradun; RBS, Kochi; and Deptt. of Health & Family Welfare at Govt. of Jharkahnd, India.

Areas of Expertise:

• Service Science, International Marketing, Marketing of Healthcare Product & Services, Neuromarketing.

Academic background:

• PGDM, PhD (IIM Ranchi)
• PG Diploma in Clinical Research
• PG Diploma in Health & Family Welfare management (NIHFW, Govt. of India)
• MCA, MBA, M. Phil (Marketing)

Affiliations:

• Assistant Professor, Marketing, Indian Institute of Management, Bodh Gaya from May 2025 – Present
• Associate Professor, Marketing &Retail, BIMTECH, Greater Noida, India, September 2024- May 2025
• Assistant Professor, Marketing & Retail, BIMTECH, Greater Noida, India January 2023 till August 2024
• Assistant Professor (Selection Grade), University of Petroleum & Energy Studies (UPES), Dehradun, India, August 2020 till December 2022.
• Assistant Professor, RBS, Kochi, Kerela, India, June 2019 till May 2020
• ASHKAM Energy Private Ltd, Mumbai, India, Senior Consultant (Market Research), From September 2018 till May 2019
• Research Scholar (Full time) IIM Ranchi, June 2014 till August 2018.
• Department of Health, Medical Education & Family Welfare, Govt. of Jharkhand from February 2004 till June 2014 (State Allied Services- Health; Medical IT &Faculty)

Teaching Interests:

• Marketing of Healthcare Services & Products
• B2B in Healthcare
• International Marketing
• Neuromarketing
• Services Marketing
• Advanced Marketing Management

Research Interests:

• Service science
• Healthcare
• Experiential value
• Flexibility in Marketing
• Neuroscientific tools (EEG)

Publications (Journal Articles):

1. Kumar, P., Sharma, P., & Dutet, V. (2023). Artificial intelligence (AI)-enabled CRM capability in healthcare: The impact on service innovation. International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2022.102598 ( ABDC- A*)
2. Kumar, P. (2024). Artificial intelligence (AI)-augmented knowledge management capability and clinical performance: Implications for marketing strategies in the healthcare sector. Journal of Knowledge Management. https://doi.org/10.1108/JKM-01-2024-0111 (ABDC-A)
3. Kumar, P., Vrontis, D., & Palenetto, F. (2023). Cognitive engagement with AI-enabled technologies and value creation in healthcare. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.2196 (ABDC-A)
4. Kumar, P. (2022). Managing service flexibility in healthcare for improved customer experience: A data-driven approach. Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2022.2096671 (ABDC-A)
5. Kumar, P., Dwivedi, Y. K., & Anand, A. (2021). Responsible artificial intelligence (AI) for value formation and market performance in healthcare: The mediating role of patient’s cognitive engagement. Information Systems Frontier. https://doi.org/10.1007/s10796-021-10136-6 (ABDC-A)
6. Kumar, P., Singh, S. K., Pereria, V., & Leonidou, E. (2020). Cause-related marketing and service innovation in emerging healthcare: Role of service flexibility and service climate. International Marketing Review. https://doi.org/10.1108/IMR-03-2019-0101 (ABDC-A)
7. Kumar, P., & Chakraborty, S. (2022). Green service production and environmental performance in healthcare emergencies: Role of big data management and green HRM practices. International Journal of Logistics Management. https://doi.org/10.1108/IJLM-02-2021-0075 (ABDC-A)
8. Kumar, P., Bera, S., Dutta, T., & Chakraborty, S. (2019). Auxiliary flexibility in healthcare delivery system: An integrative framework and implications. Global Journal of Flexible Systems Management, 19(2), 173–186. https://doi.org/10.1007/s40171-018-0183-y (ABDC-A)
9. Singh, A. (2019). Flexibility in service operations: Review, synthesis, and research agenda. Benchmarking: An International Journal, 27(7), 2107–2129. https://doi.org/10.1108/BIJ-12-2018- 0405 (ABDC-B)
10. Kumar, P. (2020). Internal flexibility in healthcare organizations: A value-laden perspective on sustainability. International Journal of Organizational Analysis. https://doi.org/10.1108/IJOA-05- 2019-1766 (ABDC-B)
11. Kumar, P. (2020). Green service production in healthcare and role of value chain flexibility. International Journal of Productivity and Performance Management, 69(8), 1721–1741. https://doi.org/10.1108/IJPPM-12-2019-0602 (ABDC-B)
12. Kumar, P. (2022). Market-focused flexibility and innovative performance in public healthcare: Evidence from India. Journal of Public Affairs. https://doi.org/10.1002/pa.2809 (ABDC-B)
13. Bera, S., Kumar, P., & Bhattacharya, S. (2022). A study on how to achieve flexibility in healthcare process: A simulation-based approach. International Journal of Productivity & Performance Management. https://doi.org/10.1108/IJPPM-06-2021-0335 (ABDC-B)
14. Kumar, P. (2020). Patient recovery flexibility and service experience in public healthcare. Journal of Asia Business Studies. https://doi.org/10.1108/JABS-03-2018-0099 (ABDC-C)
15. Kumar, P., Bera, S., & Chakraborty, S. (2019). An examination of the association between service convenience flexibility in healthcare delivery system and patient satisfaction. South Asian Journal of Management, 24(4), 37. (ABDC-C)
16. Kumar, P. (2024). Artificial intelligence (AI) and service flexibility in healthcare: Exploring the nexus. Asia Pacific Journal of Health Management, 19(1), 3065. https://doi.org/10.24083/apjhm.v19i1.3065 (ABDC-C)

Conference Papers:

• Kumar, P. (2020, February). Understanding dynamics of service flexibility: Evidence from public healthcare sector in India. IIM Ahmedabad Conference on Advances in Healthcare Management. IIM Ahmedabad. (Best Paper Award)
• Kumar, P. (2019); Singh, S. K., &. CRM capability, customer service flexibility and service innovation in public healthcare. AIB 2019, Copenhagen, Denmark. Association of International Business.
• Kumar, P. (2018, December). Technology-based service operations in public healthcare for improved experience: A shift from complexity to flexibility. GLOGIFT, IIM Lucknow. (Best Paper Award)
• Kumar, P Mishra, P., &. (2014). Anatomy of Neuromarketing in the context of consumer behaviour and satisfaction: An experimental advertising research for HIV/AIDS programs. Exploring New Paradigms in Business, Central University of Jharkhand.
• Kumar, P Mishra, B., &. (2015). An integrated approach for maximum customer satisfaction in educational services. International Marketing Conference, NAM, Kathmandu, Nepal.
• Kumar, P; Bera, S, Chakraborty, S. (2017). Impact of flexibility on patient satisfaction and behavioural intention: A critical reassessment and model development. International Marketing Conference, WASET, Mumbai, India.
• Kumar, P. Bera, S Chakraborty, S. (2016). A conceptual framework of internal flexibility in healthcare service operations: Role of quality implementation practices and advanced medical technologies. Operations and Supply Chain Conference, OSCM, Thailand.
• Kumar, P; Bera, S., Chakraborty, S. (2017). Conceptualization of service convenience flexibility in healthcare delivery system and its impact on patient satisfaction. Global Marketing Conference, KJSISM, Mumbai.
• Kumar, P Bera, S. Chakraborty, S. (2017). Auxiliary flexibility in healthcare: A research framework. ANZIBA Conference, Adelaide, Australia.
• Kumar, P Bera, S Chakraborty, S. (2017). Patient recovery flexibility in healthcare delivery system: Research proposition and implications. Asia Pacific Conference on Business and Management, HEF, Singapore.
• Kumar, P. (2017). A conceptual framework of CRM capability and service innovation: Moderating role of patient recovery flexibility. ICOM 2017, Abu Dhabi.