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SCHOOL OF MANAGEMENT AND ENTREPRENEURSHIP
MANAGEMENT AND ENTREPRENEURSHIP
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Faculty
Paromita Goswami
Associate Professor,
Marketing
School of Management and Entrepreneurship
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Education Details
Post-Doctoral Study
AAUW Postdoctoral International Fellow and Center Associate, University Center for International Studies, University of Pittsburgh, USA for the academic year 2011-12 for research project on ‘Promoting Non-Violent Approaches to Curb Radicalization through Social Marketing: A Case Study on Christians and Muslims in USA’. The project was mentored by Professor Gerald Zaltman, Harvard Business School, Harvard University, MA.

Doctoral Study
She completed the collaborative PhD program of S.P. Jain Institute of Management and Research, Mumbai and Birla Institute of Technology and Science, Pilani under Sudas Roy, Professor, Marketing, Indian Institute of Management, Calcutta. The title of her doctoral dissertation was ‘The College-going Kolkata Youth: A Study on Consumer Behavior on the Basis of Psychographic Segmentation’

Additional Courses Done
(a) United States Institute of Peace online certificate course on ‘Interfaith Conflict Resolution’,

(b) Mini-course on ‘Muslims in a Global Context: The Arab Spring’ on 30 March-1 April 2012 sponsored by Global Studies Center and the Sociology Department of University of Pittsburgh; Office of the Provost and Division of Student Affairs of H. John Heinz III College, Carnegie Mellon University, Consortium of Educational Resources on Islamic Studies;

(c) Graduate level online course on ‘Civil Resistance and Dynamics of Nonviolent Conflict’ from 23 April-5 June 2012 organized by International Center on Nonviolent Conflict and Rutgers University;

(d) Introduction to Fiction-writing (Online) Course by Adam Prince from UCLA Extension from 3 October-5 December 2012

Lecturership Eligibility Tests
Qualified SLET (State Level Eligibility Test for Lecturership) in November 1997 and NET (National Educational Test for Lecturership under UGC) in December 1997
Industry Experience
2012, July to 2013, November: Director, Insights and Realization, TMRC Research and Strategy Pvt. Ltd.

TMRC Research and Strategy Pvt. Ltd. is an innovative consumer-insights and research consultancy. It is the sole licensee of ZMET in India, China and Southeast Asia. ZMET is the only patented consumer research technique in the world and was developed by Professor Gerald Zaltman of Harvard Business School. Paromita was responsible for overall strategic direction of TMRC in India, with active part in business development, client interaction, consumer research and analysis, as well as managing entire team of employees. She reported directly to Managing Director at Shanghai.

1996-1999: Director, James T. Kent Homeo Lab Pvt. Ltd.

Paromita helped incorporate the company and set it up with involvement in getting all regulatory licenses to vendor management, business development, employee management.
Academic Experience
2011, July to 2012, June: AAUW International Postdoctoral Fellow 2011-12 and Center Associate, University Center for International Studies, University of Pittsburgh

2009, October - 2012, May: Xavier Institute of Management, Bhubaneswar as Associate Professor, Marketing Area (on leave from 2011 July to 2012 June)

2007, October - 2009, September: Xavier Institute of Management, Bhubaneswar as Assistant Professor, Marketing Area

2006, February - 2007, September: ICFAI Business School, Kolkata as Faculty Member, Marketing

1999, September - 2006, January: St. Xavier’s College, Kolkata as UGC Lecturer in Commerce
Research Interests
Religious terrorism and Social Marketing, HIV/AIDS Communication, Green Marketing, Effect of big retail on small retail, Gender Discrimination, Marketing to Youth.
Under Review/Working Papers
Goswami P., 'God, Salvation, Terrorism: Deconstructing Muslim-Christian Narratives to Market Peace', may be viewed at

Seal A., Goswami P., Mishra M.S., ‘From Recall to Redressal: A Deconstructional Content Analysis of the Buladi HIV/AIDS Campaign in West Bengal’, may be viewed at the URL:
Select Publications
Goswami P. (2010), ‘Subhiksha: To Make-over or Not to Make-over’, Journal of Case Research, Vol. 1, Issue 1,

Goswami P., Mishra M.S. (2009), ‘Would Indian Consumers Move from Kirana Stores to Organized Retailers When Shopping for Groceries?’, Asia Pacific Journal of Marketing and Logistics, an Emerald Publication, Vol. 21, Issue 1, pp 127-143

Goswami P., Mishra M.S. (2009), ‘The Fate of Kiranas-Insight from Efficiency Perspective’, ISB Insight, Summer, pp 28-30.

Goswami P. (2008), ‘Is the Urban Indian Consumer Ready for Environment-Friendly Apparel?’, International Journal of Green Economics, an Inderscience Publication, Vol. 2, No. 4, pp 411-426

Goswami P. (2008), ‘Is the Urban Indian Consumer Ready for Clothing with Eco-labels?’, International Journal of Consumer Studies, a Wiley-Blackwell Publication, Vol. 32, Issue 5, September, pp 438–446

Roy S., Goswami P. (2007), ‘Structural Equation Modeling of Value- Psychographic Trait- Clothing Purchase Behavior: A Study on the Urban College-goers of India’, Young Consumers, an Emerald Publication, Vol.8 (4), pp 269-277.

Goswami P. (2007), ‘Psychographic Segmentation of the College-goers of Kolkata’, IIM Bangalore Management Review, March, Vol. 19, No.1, pp 41-51.

Goswami P. (2007), ‘Exploring the Apparel Purchase Behavior of Urban Indian College-goers: A Qualitative Study’, Management and Labour Studies, Journal of XLRI, Vol. 32, No. 1, February, pp 87-99.

Roy S., Goswami P. (2007), ‘Psychographics and its Effects on Purchase Frequency: A Study of the College-goers of Kolkata, India’, Decision (Journal of IIM Calcutta), January-June, Vol. 34, No. 1, pp 63-93.

Goswami P. (2007), ‘Apparel Shopping Behavior of Urban Indian College-goers’, ICFAI Journal of Management Research, Vol. VI, No. 4, April, pp 57-72, also included in the book Apparel Industry and Retailing in India: Insights and Experiences (2008), Eds Kaur T. and Ramachandran S., Icfai University Press, pp 112-130.

Goswami P. (2007), ‘Apparel Shopping Orientation of Urban Indians-A Study on Kolkata’, Indian Journal of Marketing, Vol. XXXVII, No. 4, April, pp 25-33.

Goswami P. (2007), ‘Customer Satisfaction with Service Quality in the Life Insurance Industry in India’, ICFAI Journal of Services Marketing, Vol. V, No.1, March, pp 25-30; also included in the book Life Insurance in India: Trends and Developments (2008), Ed Alagiri D., Icfai University Press, pp 113-120.

Goswami P. (2006), ‘Customer Perception of Coffee Chains: A Comparative Study of Barista and Cafe Coffee Day’, ICFAI Journal of Consumer Behavior, Vol. 1, No. 3, pp 44-58; also included the book Ed Sen S.(2007), The Non- Alcoholic Beverage Industry-An Overview, ICFAI Books, pp 104-121.

Goswami P. (2006), ‘Media Usage Behavior of the College-goers of Kolkata in the Era of Globalization: A Psychographic Study’, ICFAI Journal of Marketing Management, Vol. V, No.3, pp 80-102.

Goswami P., Mishra M.S. (2009), ‘The Fate of Kiranas-Insight from Efficiency Perspective’, ISB Insight, Summer, pp 28-30.
Conference Papers Presented/Accepted
Goswami P. (2012), ‘Religion of Peace or Religion of Violence: Formative Qualitative Research based on Ethnography and ZMET to Design a Social Marketing Intervention to Improve Christian-Muslim Relationship in USA’, presented poster at the 22nd Annual Social Marketing Conference: Idea Beyond Borders held at Sheraton Sand Key Resort, Clearwater Beach, Florida, USA, Sponsored by University of South Florida, held on 15-16 June 2012

Goswami P., Mishra M.S. (2011), ‘I believe more in the print advertisement; I believe less in the TV advertisement’: A Study on Efficacy of HIV/AIDS Advertisement on Indian Youth’, Proceedings of the 4th IIMA Conference on Marketing in Emerging Economies on January 5-7, 2011 at IIM Ahmedabad, pp 35-40

Goswami P. (2010), ‘Can Non-violence be Promoted to Stop Terrorism?’, presented at the International Marketing Conference on December 27-29, 2010 at IIM Calcutta, may be viewed at

Goswami P., Sen S. (2010), ‘Who are the Victims of Gender Discrimination in the Choice of Stream of Education: Boys or Girls? A Study on Undergraduate Bengali Students of West Bengal, India’, presented at the International Conference on Demography, Culture and Marketing on 14-16 December 2010 at XIMB, Proceedings of Abstracts pp 36

Goswami P. (2009), ‘Resisting Indoctrination to Violence by Religion-based Terror Groups with Social Marketing’, research proposal accepted for the Second Transformative Consumer Research Conference to be held at Villanova School of Business, USA under the aegis of Association of Consumer Research on June 26-28

Goswami P., Mishra M.S. (2009), ‘Would Kiranas in Urban India Survive the Modern Trade Onslaught? Insight from Efficiency Perspective’, Working Paper presented in 2009 Asia-Pacific Advances in Consumer Research Conference at Indian School of Business, Hyderabad, India on Jan 2-4, 2009, Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 344-345

Goswami P. (2009), ‘Would Kiranas Survive?’, in ‘Grocery and Wet Retailing’ ed Mishra M.S., ICFAI University Press, pp 98-108.

Goswami P., Mishra M.S. (2009), ‘Workplace Blues in Urban India’, in ‘Gender Bias: Issues and Perspectives’, ed Sen S., ICFAI University Press, pp 115-124

Mishra M.S., Goswami P. (2008), ‘Perceptual Defense of HIV/AIDS Advertisement: A Study on Youth of India’, Working Paper presented as poster at the World Social Marketing Congress organized by National Social Marketing Centre, in partnership with the University of Lethbridge and the Chinese University of Hong Kong at Brighton and Hove City, England on September 29-30.

Goswami P., Sen S. (2006), ‘Gender Discrimination and Choice of Stream of Education at Undergraduate Level- A Study on the Bengali Community of West Bengal, India’, accepted and published in the Proceedings of 2006 2nd Australasian Business and Behavioural Sciences Association (ABBSA) International Conference on Industry, Markets and Regions held between September 29, 2006- October 1, 2006 at the University of Adelaide, Australia (ISBN 0-9751892-2-0).

Goswami P. (2006), ‘Psychographics and its Effect on Purchase Frequency’, paper presented at National Conference on Management Science and Practice held at IIM, Ahmedabad on March 31-April 1.

Roy S., Goswami P. (2006), ‘An Exploratory Study on the Kolkata College-goers for Clothing, Leisure-time activities, Cosmetics and Toiletries’, paper presented at the ‘SIMSR Asia Marketing Conference’ organized by K.J. Somaiya Institute of Management Studies and Research, Mumbai, on 7th February.

Goswami P. (2006), ‘A Psychographic Study on the Media Usage Behavior of the College-goers of Kolkata in an Era of Globalization’, presented at the ‘National Conference on Global Competitiveness 2006’ organized by ICFAI Business School, Kolkata, on January 13.

Invited Talk
‘Pack your brand with power of ZMETR® and Ztory™,’ addressed students of IIM Raipur as a part of Corporate Talk Series on 23 August 2013

‘An Introduction to ZMET®+Insights Transfer Process with Case Studies’, Guest Lecture for Executive PGP Batch at IIFT Delhi on 23 September 2012

‘You are as I see you: Exploring Muslim-Christian Relationship in USA through Ethnography and ZMET’, Sponsored by Consortium for Educational Resources on Islamic Studies at University of Pittsburgh, USA on 19 June 2012

‘An Exploration of the Christian Muslim Relationship in USA using ZMET and Social Marketing Implications thereof’, at Walker College of Business, Appalachian State University, Boone, USA on 20 April 2012

‘Publishing Doctoral Work’, at the Research Training Series of Xavier Institute of Management Bhubaneswar, in 2007, , last accessed on 12 October 2011

Administrative Experience
Coordinator of Fellowship Program in Management (equivalent to PhD), XIMB for the academic year 2010-11

Chairperson, Complaints Committee against Sexual Harassment, XIMB from Nov 3, 2008 to April 30, 2011

Marketing Area Coordinator of XIMB for the academic year 2008-09

Officer-in –Charge of BCom (Hons) Examination of Calcutta University held at St. Xavier’s College, Calcutta in 2004

National and International Recognition
Awarded AAUW Postdoctoral International Fellowship for the academic year 2011-12 for research project on ‘Promoting Non-Violent Approaches to Curb Radicalization through Social Marketing: A Case Study on Christians and Muslims in USA’

Paper entitled ‘A Psychographic Study on the Media Usage Behavior of the College-goers of Kolkata in an Era of Globalization’ won the IBS Kolkata-The Telegraph Award for Excellence in Management Writing Second Prize in 2006.

Ranked first in the list of successful candidates of the West Bengal College Service Commission for recruiting UGC college teachers in the area of Commerce in the year 2000.

Single-handedly pioneered the concept of industry-academic liaison through summer project work at undergraduate general course level in Calcutta University at St. Xavier’s College in the year 2000. Since then it became a regular feature every year with companies like ITC, Hindustan Lever, PepsiCo, Yamaha, ICICI Bank, ABN AMRO Bank, Shopper’s Stop placing students for internships for summer projects. Guided more than thirty projects in marketing at undergraduate level. The effort won rave reviews in all major newspapers. The findings of the project work were presented in a seminar named Beyond Chalk and Talk held every year in the College Auditorium and it successfully completed its Fifth Chapter in 2005.

Professional Service/Review/Editorial Experience
Member of MICA Panel for Admissions Interviews of 2013-15 their flagship PGDM-C program on 6 April 2013

Member of Organizing Committee of Doctoral Summer School of Xavier Institute of Management, Bhubaneswar held from 6-11 June 2011

Chairperson of session on Social Marketing and Public Policy Issues of International Marketing Conference on December 27-29, 2010 at IIM Calcutta

Reviewer for 2009 Asia-Pacific Advances in Consumer Research Conference at Indian School of Business, Hyderabad, India on Jan 2-4, 2009

Reviewer for International Conference on Demography, Culture and Marketing on 14-16 December 2010 at Xavier Institute of Management Bhubaneswar

Session Leader for sessions on Consumer Experience and Decision-making and Social Changes and Marketing of International Conference on Demography, Culture and Marketing on 14-16 December 2010 at Xavier Institute of Management Bhubaneswar

Ad-hoc reviewer, International Review of Retail, Distribution and Consumer Research, a Routledge publication

Ad-hoc reviewer, Asia-Pacific Journal of Marketing and Logistics, an Emerald Publication

Ad-hoc reviewer, International Journal of Green Economics, an Inderscience Publication

Ad-hoc reviewer, Vikalpa: The Journal for Decision Makers, Indian Institute of Management, Ahmedabad publication

Editorial Advisory Board Member, International Journal of Green Economics, an Inderscience Publication

Reviewer of Vilakshan, Journal of XIMB, from 2007 (continuing)

Associate Editor of Vilakshan, Journal of XIMB, for the academic year 2008-09

Editorial Board Member, Journal of Case Research, from 2010 (continuing)

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