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Centre for Management Studies

DEPARTMENTS

Engineering

Science

CENTRE

Dr.(Mrs.) Bijoylaxmi Sarmah

Associate Professor and Head

Marketing, Strategy and Innovation

Contact
(EPABX/Office); Contact number (M) +91-8787697513

Scopus Author ID: 57188671192 ORCID ID https://orcid.org/0000-0001-8272-8385

PROFESSIONAL BACKGROUND
FromToDesignationOrganization
08-12-2020ContinuingAssociate ProfessorNERIST
08-12-200607-12-2020Assistant ProfessorNERIST
HONOURS AND AWARDS
Award and GrantsInstituteYear
TOP 25 MOST CITED ARTICLES IN 2021 IN THE HISTORY OFINTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT, ELSEVIER PUBLICATION, ABDC-A, SCI JOURNAL2021
Receiver of ACR-Sheth grant for studying TCR in IndiaACR-Sheth Foundation, USA2017
Receiver of 'Young Service Researcher Award' at the 8th International research Symposium in Service Management (IRSSM8) held during 1-5th August, 2017, held atYonsei University, Seoul, South Korea.2017
Receiver of Ph. D Research Scholar Award from National Institute of Micro, Small and Medium Enterprises (ni-MSME), An Organization of the Ministry of Micro, Small and Medium Enterprises, Government of India. It is An ISO 9001-2008 organization, situated in Yousufguda, Hyderabad-500045 (India).National Institute of Micro, Small and Medium Enterprises, Hyderabad2016
EDUCATIONAL DETAILS
DegreeSubjectUniversityYear
Ph.D.Marketing Management Indian Institute of technology Roorkee (IIT Roorkee)2018
MBAMarketing Management & Human Resource ManagementDibrugarh University2005
B.APolitical Science (Major) & EconomicsCotton college2003
ADMINISTRATIVE BACKGROUND
FromToDesignationOrganisation
05-05-2021ContinuingHead of the CentreNERIST
20222025Member of Academic Council NERIST
2022ContinuingMember of Internal Complain Committee of gender based violence and to conduct gender sensitization programme to maintain safe working environmentNERIST
2018ContinuingMember, NBA committeeNERIST
MEMBERSHIPS IN PROFESSIONAL BODIES
  1. Association for Consumer Research University of Minnesota Duluth 11 E. Superior Street, Suite 210 Duluth, MN 55802 
  2. Life member Indian Society for Technical Education 
  3. Life member All Indian Commerce Association
TEACHING ENGAGEMENTS (TEACHING ENGAGEMENTS)
 Course CodeModuleSemester
Principles of ManagementMB 7101MBAFirst
Business EnvironmentMB 7108MBAFirst
Marketing of ServicesMB8121MBAThird
Sales & Distribution ManagementMB8111MBAThird
Marketing ManagementMB7201MBASecond
Consumer Behavior and Retail MarketingMB8221MBAFourth
PROJECTS AND THESIS SUPERVISED/ CURRENTLY SUPERVISING
Names of  Ph.D StudentsYear of joining & Status
Sarika Devi2019 & Pursuing
Julfiqur Rahman2021& Pursuing
Kritem Thapa2022 & Pursuing
Harsh Singh2022 &Pursuing
PARTICIPATION IN SHORT TERM COURSES
Course NameSponsored ByDate
Social Media MarketingDOMS, Indian Institute of technology RoorkeeMay 22 – 26, 2017
Fundamentals and Applications of Structural Equation ModellingDOMS, Indian Institute of Technology RoorkeeDec28-29,2013
FDP on Quantitative researchDepartment of Business Administration, Tezpur UniversityJanuary 28-February2, 2013
Case writing, Teaching, and research workshopIIM CalcuttaJune14-15
ICT: A Human InterfaceIIT, GuwahatiNovember 12-16, 2007
Teaching MethodologyNITTTR, KolkataJan 03-07, 2011
Orientation Program on PedagogyNITTTR, KolkataSeptember 08- 17, 2014
COURSES OR CONFERENCES ORGANISED
Conference/FDP NameSponsored ByDate
Joint Convenor of the International Conference on ‘Global Hospitality Tourism Conference’ on Contemporary Marketing Paradigms (GHTC-22) along with Prof. S. K. Dixit, North Eastern Hill University, Shillong (Meghalaya) during July 27-29, 2022, sponsored by Ministry of Tourism, New Delhi, NABARD, Itanagar, Directorate of Tourism, Arunachal Pradesh, and ICSSR-NER, Shillong.Ministry of Tourism27-29 July 2022
Received a grant of Rs.3,00000/- to organise AICTE sponsored one-week Short Term Training Programme (STTP) on ‘Research Methodology and Data Analysis’ during 16th to 21st August 2021 granted vide sanction order No. is 34-68/18/FDC/STTP-NER/P-1/2020-21 at North-Eastern Regional Institute of Science & Technology under AICTE Quality Improvement Schemes (AQIS) 2021-2022.AICTE, AQIS16th to 21st August 2021
Coordinator of A Two-weeks Faculty Development Programme on ‘ICT Tools for Teaching, Learning Process & Institutes’ sponsored by E & ICT Academy, IIT Guwahati, Assam and organised by the Centre for Management Studies, NERISTE & ICT Academy, IIT Guwahati, Assam15th -26th March, 2021
Coordinator of a webinar via MS Team on ‘Innovative Research for Community Empowerment' at NERIST.NERIST10th March 2021
Coordinator of One-week Faculty Development Programme on ‘Behavioral Remodeling and Research Methodology’ sponsored by Electronics Academy, IIT Guwahati, Assam and jointly organized by Department of Electronics & Communication Engineering and Centre for Management Studies, NERIST.E & ICT Academy, IIT Guwahati, Assam1-5 April 2019
Symposium on 'Innovation and Strategy'Himalayan University2018
FDP on 'Personality Development'TEQIP, NERISTMarch 2012
SPECIAL LECTURES DELIVERED
TitlePlaceDate
Delivered an expert talk on the topic “Adoption of e-commerce for MSME2023”, at Itanagar organized by the , Naharlagun at pare Hall, D.K. State Convention Centre, Itanagar.Br. MSME DFO Itanagar, Ministry of MSME, Govt of India and Arunachal Pradesh Micro& Small Industries Development Association (APMSIDA)28th January 2023
Delivered an expert talk on the topic “Cryptocurrency and Pink Tax” organized by The Department of Economics of Shaheed Bhagat Singh Evening College, University of Delhi, presents the 5th edition of the ‘National Young Economists Conclave,’ University of Delhi3rd & 4th March 2022
Delivered an expert talk on the topic “Gender Equality, Women Empowerment and Sustainable Development” under Ek Bharat Shreshtha Bharat (EBSB) Club.  Department of Management Studies (DOMS), NIT Hamirpur and NIT Calicut (India)18-22 January 2021
Delivered an expert talk on the topic “Making powerful research presentation and defending research at e-workshop on Quality Research and Scholarly publication in Social Sciences Department of Management Studies (DOMS), NIT Hamirpur (India)18-22 January 2021
Session Chair in General Marketing and Other Allied Areas Track at 2 Days National Conference (AMRIT 2023) organized by Department of Management Studies, NIT Hamirpur (NITH), Himachal Pradesh on 17th – 18th July 2023.NIT Hamirpur (NITH)17th – 18th July 2023
Faculty Coordinator for the program “Financial Literacy for Youth” conducted by National Institute of Securities Markets (NISM) under the aegis of CSR programme of Axis Bank Ltd.CMS, NERIST7th April 2023
Successfully conducted the Essay writing and Debate competitions under ‘Peoples’ Education Programme’ (PEP) organised by the State Office, Khadi & Village Industries Commission, Itanagar (Arunachal Pradesh).nerist9th March and 10th March, 2023
Management Symposium on Innovation and StrategyHimalayan University       2018
FDP on “Stress Management” on the topic of “Work-Life balance”NERISTMay 7-9, 2013
PUBLICATIONS
  1. Sarika Devi, B Sarmah, Dewangan K.N, Dixit, K. S (2023). The evolving path of customer engagement research:a systematic literature review, Int. J. Business Innovation and Research, (ahead of print), Scopus.
  2. Abhishek Behl, Shampy Kamboj, Bijoylaxmi Sarmah (2023). Customer involvement and servitization in hybrid offerings: Moderating role of digitalization and co-creation. International Marketing Review, SSCI 7.304 5-year IF, ABDC-A.
  3. Sarmah, B., Kamboj, S. and Chatterjee, R. (2022). Linking the intrinsic and environmental constraints with PwD tourists' behavioral intentions toward a travel destination: mediating role of learned helplessness. Journal of Tourism Futures,SCOPUS.
  4. Sarmah, B., Yupal Shukla, R Chatterjee, S. Kamboj (2021), Customer participation in service innovation using SNS smartphone apps: An investigation of the Indian hotel service industry, International Journal of Emerging Markets, SSCI I.F 2.4, Emerald Publications.
  5. Shampy Kamboj, Monika Sharma, Bijoylaxmi Sarmah (2021), Impact of mobile banking failure on bank customers’ usage behaviour: the mediating role of user satisfaction, International Journal of Bank Marketing, SSCI IF 2.8, Emerald Publications.
  6. Sarika Devi, B Sarmah, Dewangan K.N (2021), In search of a Blue Ocean in the Indian Wine Industry, South Asian Journal of Business and Management Cases, SCOPUS, Sage Publications.
  7. Sarmah, B., Kamboj, S., and Kandampully, J., (2018), Social media and co-creative service innovation: An empirical study", Online Information Review, ISI Science Citation Index 2016 Impact Factor: 1.534, Emerald Publications, ISSN: 1468-4527.
  8. Kamboj, S. and Sarmah, B., 2017. Construction and Validation of the Customer Social Participation in Brand Communities Scale. Internet Research (Emerald publications), SCI and SSCI with Impact factor 2.981 pp.00-00
  9. Kamboj, S., Sarmah, B., Gupta, S. and Dwivedi, Y., 2018. Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management (Elsevier Publication)ABDC 'A' ranked with SSCI 3.872, 39, pp.169-185.
  10. Sarmah, B., Kamboj, S., and Rahman. Z. (2017) “Co-creation in hotel service innovation using smart phone apps: An empirical study”, International Journal of Contemporary Hospitality Management”, 29 (10) 2017, SSCI Impact factor 3.196 Emerald Publication (Forthcoming).
  11. Sarmah, B., and Rahman. Z. (2017) “Customer co-creation in hotel service innovation: An interpretive structural modeling and MICMAC analysis approach”, Benchmarking: An International Journal, (Scopus), Emerald Publication (Forthcoming).
  12. Sarmah, B., Rahman. Z., Kamboj, S. (2017) “Customer co-creation and adoption intention towards newly developed services: An empirical study”, International Journal of Culture, Hospitality and Tourism Management, (Scopus), Emerald Publication (Forthcoming).
  13.  Sarmah, B., Sharma, S., Gupta., S. (2017). “Antecedents of e-Business Adoption Intention: An Empirical Study”. International Journal of Innovation Science (Scopus, Emerald publication) (Accepted). 
  14. Sarmah, B. and Rahman. Z (2016) “NEDFi: Transforming Lives Through Shared Value Creation”, Asian Journal of Management Cases”, 13(1) 1–16, (Scopus) Sage Publication.
  15. Sarmah, B. and Rahman. Z (2016) “Transforming Jewelry Designing: Empowering customers through crowd sourcing in India”, Global Business Review (Scopus) , Issue.18.5, Sage Publication (Forthcoming).
  16. Sarmah, B. and Rahman. Z, (2016) “Mangaldeep: spreading fragrance in India”, South Asian Journal of Management Cases, 5(1) 108–115, Sage publications.
  17. Sarmah, B., and Rahman. Z. (2016) “Antecedents of co-creation intention and their role in developing technology based new services via customer involvement: A conceptual analysis”, International Journal of Business Excellence, (Scopus), Inderscience Publications.
  18. Sarmah, B. Ul Islam, J., Rahman, Z, (2015) “Sustainability, Social Responsibility and Value Co-creation: A Case Study Based Approach”, Procedia - Social and Behavioral Sciences, 189 314-319, (Scopus) Elsevier Publications.
MISCELLANEOUS

Reviewer of

  1. Asia Pacific Journal of Tourism Research, Taylor & Franchis online Publication group.
  2. European Journal of Innovation Management, Emerald Publication Ltd.
  3. Management Research Review, Emerald Publication Ltd.
  4. International Journal of Contemporary Hospitality Management, Emerald Publication Ltd.
  5.  International Journal of Human Resources Development and Management
  6. International Journal of Entrepreneurship and Innovation Management
  7. International Journal of Services Technology and Management
  8. International Journal of Indian Culture and Business Management 
  9. Principal Investigator of the mini project on “Evaluation of Factors Affecting E-Business Adoption Among MSMEs in Haridwar District”, Uttarakhand, sponsored by National Institute of Micro, Small and Medium Enterprises (ni-MSME), Government of India, for the period of 6 months (November 2016-May 2017).
  10. Member/ Departmental Representative Board of Studies, NERIST.
  11. Faculty Co-coordinator Techno-Management festival Shristi-2009 & 2018
  12. Completed and published a project on “Evaluation of Factors Affecting E-Business Adoption Among MSMEs in Haridwar District”, Uttarakhand, sponsored by National Institute of Micro, Small and Medium Enterprises (ni-MSME), Government of India, for the period of 6 months (November 2016-May, 2017).
  13. Available at Google scholar : https://scholar.google.co.in/citations?hl=en&user=K_05f8kAAAAJ&view_op=list_works&sortby=pubdate
  14. Available at https://www.researchgate.net/profile/Bijoylaxmi_Sarmah2