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Balaji

Contact

Email: balaji.ganasan@thapar.edu

Research Interest

  • Marketing specific interests: Sustainable consumption, food consumption, and Goal directed consumption.
  • Interdisciplinary Interests: Environmental management, and Social and environmental policy issues

Teaching Interest

  • Marketing Management
  • Consumer Behavior
  • Marketing research
  • Managing Information for Business, and
  • Sustainability metrics.

Consulting Interest

  • Sustainble development

Balaji Ganesan

Assistant Professor

PhD, IIM Kozhikode

Biography

With a Fellowship in Management (FPM) from IIM Kozhikode, Dr. Balaji brings a wealth of experience from both academia and industry. He has served at institutions such as Knowledge Business School, affiliated with Anna University (Chennai), where he taught courses including Marketing Management, Advertising and Sales Promotion, and Business Communication. He has also played a key operational role at Ecologin Rural and Tribal Products and Services Pvt. Ltd.

Dr. Balaji's teaching interests include Marketing Management, Consumer Behavior, Advertising and Sales Promotion, Consumerism and Sustainability Management, Environmental Management, and Sustainability Metrics.

His research focuses on sustainable consumption, food and goal-directed consumption, environmental management, and social and environmental policy issues.

Work Experience

Institution Position Duration
LM Thapar School of Management, Derabassi Assistant professor May 2024
Knowledge Business School/ Affiliated to Anna University,Chennai Assistant professor August 2011 – May 2014

Research & Publication

Articles/Cases

  • Jayanth, Balaji and Gopalakrishnan Narayanamurthy (2019). "Jallikattu–beyond a heroism sport for SKCRF." Emerald Emerging Markets Case Studies, Volume: 9 No. 3 Page 1-25. (Scopus indexed; Publication date: 29 November 2019) https://doi.org/10.1108/EEMCS-05-2019-0125

Conferences

  • Balaji, G., & Unnithan, A. B. (2020). Overcoming the Perceived Performance Inferiority of Sustainable Product: An Abstract. In Enlightened Marketing in Challenging Times: Proceedings of the 2019 AMS World Marketing Congress, Vancouver, Canada (WMC) 22 (pp. 625-626). Springer International Publishing. 10.1007/978-3-030-42545-6_217
  • Balaji, G., & Unnithan, A. B. (2020). Pleasure versus Healthiness in Multi-Ingredient Sustainable Foods: How Centrality Influences Performance: An Abstract. In Marketing Opportunities and Challenges in a Changing Global Marketplace: Proceedings of the 2019 Academy of Marketing Science (AMS) Annual Conference, Edinburgh, Scotland (pp. 235-236). Springer International Publishing. 10.1007/978-3-030-39165-2_97
  • Balaji, G., & Unnithan, A.B. (2019). Sustainable Consumption: Individual Consumer Concerns, Behaviour, and Practices (Literature Review). First Pan IIT International Management Conference – 2018, IIT Roorkee. Published on: 7 Dec 2020. 10.2139/ssrn.3742913

Journal Publications

  • Balaji, G., & Sharma, G. (2022). Forest cover in India: A victim of technicalities. Ecological Economics, 193, 107306. (ABDC ‘A’)

Training & Consultancy

Awards & Honors

Professional Certifications

  • National Eligibility Test (NET/JRF)-2013
  • State Eligibility Test (SET/JRF)-2012