Technology, Operations and Decisions Sciences

She is a faculty member in the areas of Marketing and Quantitative Techniques at  Amrut Mody School of Management as well as a visiting faculty at some of the leading B-schools in Ahmedabad. Prior to joining academics, she worked as an executive at Sanghi Industries Ltd. (Cement Division), where she worked with various departments such as Sales & Marketing, Brand, Technical Services, Logistics & Institutional Sales. She has qualified the National Eligibility Test (NET- June 2005) for lectureship as well as (NET- Dec 2007) for lectureship with a fellowship in Management.
Her areas of interest include marketing research, quantitative techniques, decision science, branding and advertising. She has presented research papers at various national and international conferences.

Research interests 

• Quantitative Methods
• Decision Science
• Research Methodology
• Marketing Research
• Brand Management
• Integrated Marketing Communications

Journal / Article Publication

• “Content Analysis of Print Advertisements of SUVs in India", Online Journal of Communication and Media Technologies, (ISSN: 1986-3659), July 2016
• “Trends in Doctoral education in Gujarat from the period 2001-2012”, Journal of Business Management & Social Sciences Research, Vol. 4. Issue 11, November 2015, ISSN: 2319-5614
• “Readers' Perceptions of Leading Vernacular Dailies in Ahmedabad, (Gujarat, India)", Online Journal of Communication and Media Technologies, (ISSN: 1986-3659), Vol.4, Issue 2, April 2014, pp 73-92.
• “Role of Customer Perceptions in Creating Powerful Service Brands – An Illustration of Bank of Baroda” , Radix International Education and  Research Consortium , ISSN:2277 − 100X, Vol. 2, Issue 7, July 2013, pp 8 - 17
• “Brand Revitalization – Lessons from Bank of Baroda”, Aditya International Journal of Research in Technology and Management (ISSN: 2248-9665), Vol 1. Issue 8, Jan 2012, pp 10 - 20
• “Customer Perceptions as Antecedents to Creating Powerful Service Brands – An Illustration of Bank of Baroda”, Indian Journal of Applied Research(ISSN – 2249-555X), Vol. 1, Issue 3, Dec 2011, pp 8 – 11
• Case study on “Going Green @ Green350”, written and submitted to the AMSoM Case Unit, July 2011
• “CSR – A Paradigm Shift in Marketing”, published in the compendium of 3rd Central India International Management Conclave organized by Central Institute of Business Development and Research, Nagpur, Dec 11 – 12, 2008
• “Global Branding-Strategic Implications”, published in the book titled ‘Global Competition and Brand Promotion’ by Excel Publishers, Sep 2008

• Parikh, J., Kalro, A. “A comparative analysis of mapping relative position of bank brands: An application of Attribute based Factor Analysis and Data Envelopment Analysis”, 29th European Conference on Operational Research  ‘EURO 2018’, July 8 – 11, 2018
• Parikh, J. “Online versus Offline Banking services Usage: Application of Multinomial Logistic Regression”, Fifth International Business Analytics and Intelligence conference held on December 11 -13, 2017 at IIM Bangalore
• Parikh, J., Kalro, A. “Measuring Relative Perceptual Efficiency of Bank Brands: A DEA based approach”, XXI Annual International Conference of the Society of Operations Management,  December 21-23, 2017 at Ahmedabad University
• Parikh, J., Shaikh, J. “Antecedents of Brand Loyalty through mediating role of Brand trust: A Model”, 5th Biennial Indian Academy of Management Conference 2017, December 17-20, 2017, IIM Indore
• “Content Analysis of Print advertisements of SUVs”, National Conference on “Managing for tomorrow – Emerging Trends, Issues and Challenges”, Jan 31, 2015
• “Branding for tomorrow – emerging trends, issues and challenges”, National Conference on “Managing for tomorrow – Emerging Trends, Issues and Challenges”, Jan 23 – 24, 2010
• “CSR – A Paradigm Shift in Marketing”, 3rd Central India International  Management Conclave organized by Central Institute of Business Development and Research, Nagpur, Dec 11 – 12, 2008
• “Global Branding-Strategic Implications”, International Conference on Global Competition and Brand Promotion organized by Institute of Public Enterprise, Hyderabad in collaboration with Virginia Polytechnic Institute and State University, Blacksburg, USA, Sep 15 – 16, 2008

• Assistant Professor in the areas of Marketing and Quantitative Techniques at Amrut Mody School of Management, Ahmedabad University (erstwhile AES Post Graduate Institute of Management) since 2004 till date.
• Have been teaching at various programs of the Institute i.e. PhD, MBA, Entrepreneurial MBA,  and Post Graduate Diploma in Management from 2004 till date
• Have been teaching at various other Business Schools of Ahmedabad and other organizations of repute like Knowledge Consortium of Gujarat, etc.

• Post Graduate Courses

1. Quantitative Analysis
2. Decision Science
3. Quantitative Research Methods
4. Advanced Quantitative Research Methods
5. Marketing Research
6. Marketing Engineering
7. Integrated Marketing Communications
8. Brand Management
9. Marketing Management
10. Advertising & Sales Promotion Management

• Undergraduate Courses

1. Research Methodology