Sujo Thomas

Senior Lecturer
PhD (Gujarat University)
Areas of interest
Retail, Social Media Marketing, Cause-related Marketing, Consumer Privacy
Contact
-
sujo.thomas@ahduni.edu.in

Dr. Sujo Thomas is a Sr. Lecturer in the Department of Marketing, Ahmedabad University, Gujarat, India. He has over 15 years of experience in academics and industry. Prior to joining Ahmedabad University, worked as an Academic Associate in the Indian Institute of Management, Ahmedabad (IIMA) and as a Research Associate in the Mudra Institute of Communication, Ahmedabad. He, also, worked at TESCO London (United Kingdom) as an Executive in the Dairy Department for a period of four years. Earlier he had been associated as a visiting faculty at Som-Lalit Institute of Business Management and LJ Institute of Business Management. His research interests are in the area of consumer behavior, specifically, he likes to work on topics related to cause related marketing, online grocery retailing and social media marketing. He has published his research in a number of reputed international journals and also presented research papers at a number of national / international conferences. He is an avid case writer and his cases are registered at IIM Ahmedabad Case Unit,The Case Center-ECCH, ET-Times Publishing Grp, Asian Case Research Journal-NUS (upcoming) and IVEY (upcoming).

His Doctoral Research (Ph.D.) from Gujarat University was in the area of Cause related marketing. He had obtained his Post Graduate degree in Business Management from University of East London (U.K.) and received his Master of Philosophy, Master of Commerce and Master of Business Administration from Gujarat University. Moreover, he had attended a one month Faculty Development Programme at Judge Business School, University of Cambridge, UK in the year 2015. Besides, he had been actively involved in designing the curriculum for the Shoppers Stop Fashion Associate Program, an initiative led by Shoppers Stop PLC. and IIMA.

He enjoys playing volleyball and watching action movies. He lives to spend time with his family - wife Premcy, daughter Sharon and son Rayan.

Journal Publications

Thomas S. and Kureshi S. (2018) Cause related Marketing: A Review and Synthesis of CRM Literature”, Journal of Social Marketing (Under review)

Thomas S. and Kureshi S. (2018), “Exploring the consumer tendency to question:  Cause related marketing evidences from India”, International Journal of Nonprofit and Voluntary Sector Marketing (Under review)

Thomas S. and Kureshi S. (2018) Testing the Influence of Message Framing, Donation Magnitude and Product Category in a Cause Related Marketing Context ”, Journal of Marketing Communication (Under review)

Thomas S. and Kureshi S. (2018) Online Grocery Retailing - Exploring Local Grocers Beliefs”, International Journal of Retail & Distribution Management (Under review)

Gandhi P., Thomas S. and Patel R. (2018), “An Exploration into the role of Corporate Environmental and Financial Performance as a Frontier of Growth: Corporate Governance Perspective”, Towards Excellence, Vol. 10, pp. 10-21.

Thomas S. and Kureshi S. (2016) A study of Cause related Marketing initiatives and consumer insights – Evidences from Indian Context” South Asian Journal of Management, Vol. 23 No. 2, pp. 109-130.

Thomas S. and Kureshi S. (2016), “Exploring the interconnections of consumer preference between cause type and cause scope in a Cause Related Marketing activity” International Journal of Indian Culture and Business Management, Vol. 14, No. 3, pp. 365 – 373.

Thomas S., Sushmita S. and Gandhi P. (2016), “Evaluating the Trajectory of Growth in the Indian Pharmaceuticals Market: A Case of KCS” South Asian Journal of Business and Management Cases, Vol. 5 No. 2, pp. 1-12.

Sinha, P.K., Pathak, B., and Thomas, S. (2014), “Teaching Social Entrepreneurship: Development through the Juxtaposition of Heart and Head”, Indian Journal of Economics and Business, Vol. 13 No.3, pp. 331-339.

Thomas, S., Pathak, B., and Vyas, P. (2014), “The Growth of Online Bus Ticketing Industry: RedBus Route to Success in the Indian Market”, International Journal of Business and Management, Vol. 9 No. 11, pp.247-253.

Acharaya, P., Mathen, N. and S. Thomas (2013), “Exploring antecedents of Private Label Brand Patronage and its Impact on Store Choice attributes and Store Patronage”, ELK Asia Pacific Journal of Marketing & Retail Management, Vol. 4 No. 3, pp.280-292.

Thomas, S. and N. Mathen (2012), “The rising consumer acceptance towards Private label offerings: A study of the Indian retail market with special reference to the State of Gujarat”, Research Journal of Economics & Business Studies, Vol. 2 No. 1, pp.71-80.

Thomas, S. and B.V. Pathak (2012), “A study of Consumer Behavior Approach towards Shopping Mall Attractiveness with special reference to the city of Ahmadabad”, Research Journal of Social Science & Management, Vol. 2 No. 5, pp. 146-154.

 

Conferences Papers

Thomas S. and Pathak B. (2018) An exploratory study of the determinants of cause related marketing participation”, AMA Summer Academic Conference, Boston, MA United States, August 10-12 (Forthcoming).

Kureshi S. and Thomas S. (2018) “Online Grocery Retailing: Exploring the Challenges and Avenues for Local Grocers”, Journal of the Academy of Marketing Science Thought Leaders Conference on Managing Business and Innovation in Emerging Markets, Indian School of Business (ISB), Hyderabad, April 26-28. 

Thomas, S., Sinha, P. and Huner S.  (2018), “Modern Retailing in Indian Market Place: Examining the Functional Level Strategies” 21st NIRMA International Conference on Management, NIRMA University, Ahmedabad, January 5-7.

Gandhi P., Thomas S. and Patel R. (2018), “An Exploration into the role of Corporate Environmental and Financial Performance as a Frontier of Growth: Corporate Governance Perspective”, 5th International Conference on Governance in Indian Financial Services Sector: Reforms & Remedies organised by GTU and B.K. School of Management, Ahmedabad, February 16-17.

Thomas, S., Sanket V., Karishma D., Varia T. (2017), “Artificial Intelligence Wave in India - Evolution, Opportunities and Challenges” 3rd International Conference on Cases and Pedagogical Innovations, Flame University, Pune, June 29-30.

Yagnik A., Thomas, S. and Dalal, K. (2017) “Atithi Devo Bhava: Social Media and Digital Marketing Strategy of Indian Tourism Departments”, 2017 IIM Indore and NASMEI Summer Marketing Conference, Indian Institute of Management, Indore and NASMEI, July 27-29.

Thomas, S. and S. Kureshi (2017) “An Exploratory Study of Cause Related Marketing: Role of Donation Structure and Cause Proximity”, 7th IIMA Conference on Marketing in Emerging Economies, Indian Institute of Management, Ahmedabad, January 11-13.

Thomas, S. and Piyush Sinha (2016), “Emerging issues in the Marketing and Retailing of Horticultural Commodities in the Indian Market” 19th NIRMA International Conference on Management, NIRMA University, Ahmedabad, January 7-9.

Thomas, S. and Kureshi S. (2016) “Cause Related Marketing: Does the Cause Preference make a Difference?” at 3rd ICMC- International Communication Management Conference, Mudra Institute of Communication, Ahmedabad, February 18-20.

Thomas, S. and R. Patel (2015), “The Legal Structure and Framework of Luxury Goods Market in India:  Competitive or Restrictive Growth?”, International Conference on Law & Economics, GNLU , IIM Ahmedabad and IIT Kanpur, March 14-15.

Gandhi P. and Thomas S. (2015), “Environmental Sustainability: An exploration of Relationship between Corporate Environmental and Financial Performance” at 4th International Conference on Sustainability and Management Strategy, Institute of Management Technology, Nagpur, September 4-5.

Thomas, S., Patel R. and Kureshi S. (2015), “A framework for sustainable development through the integration of Cause related marketing and Human Resource Management”, 18th NIRMA International Conference on Management, NIRMA University, Ahmedabad, January 8-10.

Thomas, S. and N. Thaker (2014), “A study on Examination of Financial Performance of Environment Friendly Green Companies from CSR perspective”, 5th GTU Conference on “Role of Financial Industry in Accelerating Economic Growth”, Gujarat Technological University, Ahmedabad, September 26-27.

Thomas, S. and R. Patel (2014), “Consumer Preferences of Cause in Cause Related Marketing”, 2nd International Conference on Corporate Governance, Gujarat Technological University, Ahmedabad, March 14-15.

Thomas, S. and P. Vyas (2014), “Effects of Going Green on Businesses: A study in the small and medium enterprise context”, 17th NIRMA International Conference on Management, NIRMA University, Ahmedabad, January 9-11.

Thomas, S. (2013), “Building attitude and Purchase intentions towards cause related marketing” in 7th IIMA Doctoral Colloquium, Indian Institute of Management, Ahmedabad, December 9-10.

Thomas, S. and S. Kureshi (2013), “Cause Related Marketing in the Emerging Economies -The Indian Perspective,” 5th IIMA Conference on Marketing in Emerging Economies, Indian Institute of Management, Ahmedabad, January 9-11.

Thomas, S. and K. Gupta (2013), “Paradigm Shift in Brand Management: The Story Telling Approach”, 16th NIRMA International Conference on Management, Nirma Institute of Management, Ahmedabad, January 9-11.

Mathen, N. and S. Thomas (2013), “Impact and effects of private label brand patronage on retail store patronage”,16th NIRMA International Conference on Management, Nirma Institute of Management, Ahmedabad, January 9-11.

K. Gupta and S. Thomas (2013), “Social Inclusion and Social Entrepreneurship: Case Study of Mirakle Courier, Mumbai”, 10th Biennial Conference on Entrepreneurship, Entrepreneurship Development Institute of India, Gandhinagar, Feb20-22.

Sinha, P.K., Gokhale, S., S. Thomas (2012), “Development of Modern Retailing in India: It’sImpacts on Distribution and Procurement Networks and Changing Consumption Pattern” Conference on Indian Economy at The Crossroad Towards A New Stage, Kobe University, Japan, November 17.

 

Newspaper Articles

“Value for money trumps brand loyalty: IIM-A study” in Times of India on December 11, 2012. (http://timesofindia.indiatimes.com/business/india-business/Value-for-money-trumps-brand-loyalty-IIM-A-study/articleshow/17563870.cms)

“Post-harvest issues in horticulture could only resolve with PPP: IIM-A study” in Times of India on December 16, 2012 (http://timesofindia.indiatimes.com/city/ahmedabad/Post-harvest-issues-in-horticulture-could-only-resolve-with-PPP-IIM-A-study/articleshow/17639669.cms)

 

Conference Proceedings

Thomas S. and Pathak B. (2018) An exploratory study of the determinants of cause related marketing participation”, in Proceedings of AMA Summer Academic Conference, Boston, MA United States (Forthcoming)

Thomas, S. and S. Kureshi (2017) “An Exploratory Study of Cause Related Marketing: Role of Donation Structure and Cause Proximity”, in Proceedings of 7th IIMA Conference on Marketing in Emerging Economies, pp 3-7 (ISBN 978-81-920800-6-2)

Thomas, S. and R. Patel (2015), “The Legal Structure and Framework of Luxury Goods Market in India:  Competitive or Restrictive Growth?” in Proceedings of GNLU-IIMA-IITK International Conference on Law & Economics, pp 78-79.

Thomas, S. and R. Patel (2014), “Consumer Preferences of Cause in Cause Related Marketing”, in Proceedings of 2nd GTU International Conference on Corporate Governance, pp 449-461.

Thomas, S. and S. Kureshi (2013), “Cause Related Marketing in the Emerging Economies- The Indian Perspective,”, in Proceedings of 5th IIMA Conference on Marketing in Emerging Economies, pp 411-415.

K. Gupta and S. Thomas (2013), “Social Inclusion and Social Entrepreneurship: Case Study of Mirakle Courier, Mumbai”, Proceedings of 10th Biennial Conference on Entrepreneurship, Vol. 1, pp 660-668.

 

Book Chapters

Kureshi S. and Thomas S. (2018), “Saving lives through Lifebuoy’s ‘Help a Child Reach 5’ Campaign” In Debra Basil, Gonzalo Diaz Meneses, and Mike Basil (eds) Social Marketing Cases from Around the World. Springer (Upcoming)

Thomas, S., Abhishek S., Sanket V. (2018), “Patanjali Ayurved Limited - Driving Ayurvedic FMCG Food Product Market” In John Byrom and Dominic Medway (eds) Consumer Science and Strategic Marketing: Case Studies in Food Retailing and Distribution. Elsevier. (Upcoming)

Thomas, S., Sinha, P. and Huner S.  (2018), “Modern Retailing in Indian Market Place: Examining the Functional Level Strategies” In N. Bhatt, B. Unny and S. Bhatt (eds) Business Transformation through functional strategies (pp. 76-82). McGrawhill Education.

Thomas, S. and Piyush Sinha (2016), “Emerging issues in the Marketing and Retailing of Horticultural Commodities in the Indian Market” In P. Kumar, D. Srivastava, N. Patel and N Soni (eds) Interdisciplinary Issues for Empowering Trade, Industry and Society (pp. 400-409). New Delhi: Excel India Publishers.

Thomas, S., Ritesh P. and Kureshi S. (2015), “A framework for sustainable development through the integration of Cause related marketing and Human Resource Management” In A. Sinha, R. Shah and N. Mucherji, (eds) Transforming HR– Creating a Culture for Change and CSR (pp. 229-249). New Delhi: Excel Book.

Thomas, S. and K. Gupta (2013), “Paradigm Shift in Brand Management: The Story Telling Approach” In S. Jain, J. Aagja and A. Awasthi (eds) New Perspectives in Marketing (pp 294-300) Mumbai: Himalaya Publishing House.

 

Cases

Nurtured By Design: Creating value through Social Entrepreneurship - IVEY (Under Review)

A N Gandhi & firm – Setting grounds for wealth creation - Asian Journal of Management Cases : Sage (Under Review)

Artificial Intelligence Wave In Indian Retail: Evolution, Opportunities And ChallengesIMT Case Journal (Under Review)

The Acquisition of TaxiForSure by OLA Cabs in India: Was it a wise decision for the target firm? (Under Review)

Titan Company Limited: Trends, Competitive Landscape and Scope Ahead – AMSOM Case Unit

Parsana Health Centre: Nurturing a Healthy Lifestyle – IIMA Case Publishing Unit, Registration No: MAR0494 (Teaching Note - MAR0494TN)

BigBasket.com: Redefining the Business Model - IIMA Case Publishing Unit, Registration No: MAR0492 (Teaching Note - MAR0492TN)

Patanjali Ayurved – Capturing Ayurved FMCG Market -ECCH: The Case Center, 517-0035-1 (Teaching Note 517-0035-8)

Evaluating the Trajectory of Growth in the Indian Pharmaceuticals Market: A Case of KCS – Publisher BIMTECH SAGE.

UGVCL: The Road Ahead - IIMA Case Publishing Unit, Registration No: MAR0424.

FABINDIA: Evaluating the Trajectory of Growth”- ECCH – The Case Centre, 515-092-1, (Teaching Note: 515-092-8).

Mirakle Courier –Making the right moves”, ET Cases-Times Publishing Group, ENTP-2-0017. (Teaching Note - ENTP-2-0017A).

Apollo Telemedicine Networking Foundation: Telemedicine Service in India”, ECCH – The Case Centre, 116-0005-1. (Teaching Note - 116-0005-8)

Courses Taught:

 

 

  • Marketing Management
  • Services Management
  • Retail Management
  • Consumer Behavior
  • Services Marketing
  • Integrated Marketing Communication
  • Sales Management
  • Advertising and Brand Management
  • Sales and Distribution Management
  • Marketing Research and Information Systems
  • Business Research Methodology
  • Essentials of Marketing Research

Reviewing papers for Journal of Social Marketing, South Asian Journal of Management (AMDISA), South Asian Journal of Business Management Cases (BIMTECH-SAGE), Health Promotion International (Oxford Academic)

FDP conducted on “Case Study Writing and Publishing” organized by KCG (Knowledge Consortium Gujarat) and Gujarat Commerce College,  Ahmedabad,

MDP conducted in Entrepreneurship Development Institute (EDI) for ITEC Sponsored International Training Programme on “Entrepreneurial Management  (32 participants from various countries like Bhutan, Congo, Guatemala, Kenya, Tunisia, Poland, Uzbekistan, Vietnam, Ethiopia, Uganda, Sri Lanka, Niger, Iraq, Egypt, Nigeria, Mali, Ghana, Thailand, St, Kitts & Nevis & Zimbabwe)

Training Module designed for Shoppers Stop Fashion Associate Graduate Program - Year 2010 to 2011

Undertaken MICA Urban/Rural Market Ratings Project – Year 2001 to 2002 (Marketing and Maintenance of digital CDs to various clients like Nicholas Piramal, Times of India, Pidilite, Star TV, FCB Ulka, Colgate Palmolive, Pepsi Foods Ltd. etc.)

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