PROFESSIONAL SUMMARY

A B-School Professor with expertise in the area of Marketing with 19 years

of experience. Main focus on Teaching, Research, Consultancy and
Training. Guided many students for their MBA Projects. Organized
Seminars/FDPs. High contribution towards Administrative work for
Institutional Building. Stable at every Institution, worked at an average of
2.8 years and highest being 6+ years and lowest being 1 year for first job.
Task achiever, sincere, straight forward and computer savvy. Higher
Teaching Evidence and Student Satisfaction achieved in every subject
taught.
DR.C.V.KRISHNA
B-SCHOOL FACULTY  Qualified UGC NET Exam (Management) in 2012
MARKETING  PhD in Management from Utkal University
37-93/203/2, G Floor, Sainikvihar Rd#3,
 MBA from Nagarjuna University
Madhuranagar, Neredmet X Roads,
Secunderabad, PIN 500056,
Ph: 9966417189
venkatakrishnachodimella@gmail.com


EDUCATION
P h D – Utkal University
2009 – 2012
“An Empirical Study Determining Consumer Preferences Towards Private Labels In
Apparel Retail Using Conjoint Analysis”
Abstract
The Indian retail industry is the fifth largest in the world in terms of GDP, which is
one of the fastest growing economies in the world and by 2030. But organized
retailers are very less penetrated in India when compared to the unorganized sector
and the present study mainly attempts to understand the consumer buying
behavior of consumers towards apparel sector of organized retail sector and also
the study is specific only towards the private label apparel brands or store brands
manufactured and sold by the retailers. Many of the consumers are now-a-days
preferring private label brands over national or manufactured brands especially in
apparel because of many reasons and the present study is aimed at understanding
clearly whether why exactly the consumers prefer the private label apparel brands
and other related decisions. The study is conducted empirically using conjoint
analysis.

2000– 2002 MBA – Nagarjuna University

Achieved First Class in MBA with 62% aggregate marks from Nagarjuna University
Campus College, Guntur with Marketing Specialization.

1997 – 2000 B S c – Andhra Loyola College

Achieved First Class Distinction in BSc with 78% aggregate marks from Andhra
Loyola College, Vijayawada.

2012 U G C N E T – UGC
 Qualified UGC National Eligibility Test for Lecturership in the first attempt which was
conducted in June 2012 in the subject area of Management. Scored 65.71 % in
aggregate and 74% for Paper-I, 62% for Paper-II and 62.67% for Paper-III individually
in the exam.

CAREER: WORK EXPERIENCE

ASSISTANT PROFESSOR - MITS School of Business

2014 – 2021
Presently working for MITS School of Business as an Assistant Professor

Worked for MITS School of Business as an Assistant Professor

Teaching: Taught subjects like Marketing Management, Supply Chain Management
etc. Teaching Evidence: Overall Feedback of above 4 out of 5 obtained for all
subjects taught. And student satisfaction over the course delivery and material and
guidance was very satisfactory.
Campus Lecture Series: Developed & Conducted Campus Lecture Series during 2015
Research Guidance: Research guidance for a group of 9 students every in 2015 & 9
students in 2016 out of which 50% of them are published in good journals. The top
research students under my guidance also got jobs due to their project work.
Syllabus Framing: Framed syllabus for MM & RMS
Mentoring: Mentor for a group of 9 Students and was able to motivate them and
succeeded in their better marks and placements and attitudes.
NBA Coordinator: Extended coordination and support beyond routine duties and
schedules for NBA preparation and was coordinator for Physical & IT Infrastructure
criteria and was successful in getting NBA Accreditation for the MBA Department for
2 years.
NAAC Coordinator: Also coordinator for NAAC accreditation for Physical Resources
& IT Infrastructure. (Recently NAAC Peer Team has Visited us)

2011 – 2014 A S S I S T A N T P R O F E S S O R – SIMACS

& Worked for Suprabhath Institute for Management and Computer Studies, as
2003 - 2007 Assistant Professor from 2003 to 2007.
Joined back Suprabhath Institute for Management and Computer Studies as
Associate Professor in November 2011
Academic Coordinator: Designated as Academic Coordinator from July 2013, where I
was in charge for the academics.
Chief Superintendant of Exams: Appointed as Chief Superintendant of Exams for
Osmania University Examinations during 2013 and 2014.
Taught Marketing subjects like Marketing Management, Research for Marketing
Decisions etc.

2007 – 2009 FACULTY MEMBER – ICFAI NATIONAL COLLEGE

Worked for ICFAI National College, as Faculty Member from 2007 to 2009. Was
trained in Head Quarters for one month duration and main responsibilities were
teaching, mentoring, guiding, organizing seminars, research etc. Taught Marketing
subjects Marketing Management, Retail Management etc.

2009 – 2011 ASSOCIATE PROFESSOR – Raghu Engg College

Worked for Raghu Engineering College-MBA Department, as Associate Professor
 from 2009 to 2011. Main responsibilites were teaching, mentoring, guiding,
organizing seminars, research etc. Enrolled for PhD in Utkal University. Taught
Marketing subjects Marketing Management, Retail Management etc.

RESEARCH: PUBLICATIONS
INTERNATIONAL JOURNALS
1) Krishna C.V, G. Mahendar (2021, submitted to ABDC – B Category Journal, received positive review
comments for acceptance), “Evidence of Political Branding-A Case of Indian Elections”. Journal of Political
Marketing.
2) Krishna C.V, Manjusmita Dash (2011), “Next-Generation Retailing-An Empirical Study Using Factor
Analysis”, International Review of Management & Marketing, Turkey, [Scopus Indexed (under
Reevaluation), Indexed in Proquest, 14 Citations in GS] ISSN: 2146-4405, Vol. 1, No. 2, 2011, pp. 25-35.
3) Krishna C.V, Manjusmita Dash, (2011), “Marketing of Handicrafts-A challenge for Artisans-A Case of Orissa
State India”, Research Journal of Social Science and Management, Singapore, (Peer Reviewed
International Journal, Journal Impact Factor 3.454), ISSN: 2010-457x, Vol. 1, No. 3, July, pp. 127-144.
NATIONAL JOURNALS
4) Krishna, CV (2011), 'Determinants of Consumer Buying Behaviour: An Empirical Study of Private Label
Brands in Apparel Retail', Vilakshan: The XIMB Journal of Management, (Peer Reviewed & Indexed in
EBSCO, Accession Number: 69584052, 28 GS Citations ), ISSN: 0973-1954 (UGC Approved -48470) Vol:8,
Issue: 2, pp.43-56.
5) Krishna C.V, (2009), “Next-Generation Retailing-An Empirical Study Using Factor Analysis”,
Marketing Mastermind, (Peer Reviewed, 2 Citations in GS) (UGC Approved-43007), ISSN 0972-5156,
June, pp. 23-27.
6) Krishna C.V, Manjusmita Dash, (2012), “Consumer Preferences Towards Private Label Brands In
Indian Apparel Retail - A Pilot Study”, International Journal of Research in Management, (Peer Reviewed),
ISSN 22495908, March-2012, Issue 2, Vol. 2, pp. 87-96.
7) Krishna C.V, (2012), “Age Wise Consumer Preferences towards Private Label Apparel Brands in Indian
Retail Using Conjoint Analysis”, Global Vistas, (Peer Reviewed), ISSN-0975-2110, Vol. 1, pp1-10.
8) Krishna C.V, (2016), “Brand Switching Behaviour of Mobile Phone Consumers Using Markov Chain
Analysis”, Udaan, The International Journal of Management Research, ISSN 2347-9256, ( UGC Approved
-45216), July – Dec, 2016, Vol. 04, No. 02, pp. 52-59. CASE STUDIES
9) Krishna C.V, (2010), “Unethical Combat of Rin over Tide Naturals”, IMT Case Journal, (Peer Reviewed
Refereed Journal), (UGC Approved-43640), Vol.1, No.1, July, ISSN No: 2229-6743, pp. 14-27.
 10) Krishna C.V, (2009), “New Media Advertising-New Hope for Advertisers”, Advertising Express, (Peer
Reviewed), February, pp. 24-28.
11) Krishna C.V, Manjusmita Dash, (2010), “Film Branding-A Case Study of 3 Idiots”, Advertising Express, (Peer
Reviewed), June, pp. 27-31.
12) Krishna C.V, Manjusmita Dash, (2010), “Social Marketing of Condom in India”, Advertising Express, (Peer
Reviewed) January, pp. 49-52.

RESEARCH: PUBLICATIONS
BOOK CHAPTERS

13) Krishna C.V. & K.S.R.Sharma (2016), Published a Book Chapter entitled ”Brand Switching Behaviour of
Mobile Phone Consumers Using Markov Chain Analysis” in Edited Book entitled “Management Research
Contemporary Perspectives”, published by ICBM School of Business Excellence, Hyderabad, ISBN 978-81-
924315-2-9, pp 175-180.
14) Krishna C.V. (2014), Published a Book Chapter entitled “Global Exemplary Initiatives in Sustainability by
ITC” in the Edited Book entitled “Emerging Business Trends and Marketing Strategy”, published by S.K.
Book Agency, New Delhi, ISBN No 978-93-8315-829-4,pp 54-66. (Peer Reviewed Edited Book)
15) Krishna C.V, (2012), “Consumer Preferences towards Private Label Apparel Brands in Indian Retail” was
published in an edited book entitled “Retail Sector in India-Opportunities & Challenges”, ISBN No: 978-93-
5051-833-5, Himalaya publishers, 2012. pp 65-70. (Peer Reviewed Edited Book)
16) Krishna C.V, (2010), “Unethical Combat of Rin over Tide Naturals” was published in an Edited Book
entitled “Emerging Markets Case Studies Collection”, ISBN No: 978-93-80697-52-9, November 2010, Excel
Books, pp. 376-382. (Peer Reviewed Edited Book)
17) Krishna C.V, Manjusmita Dash, (2010), “Rural India the biggest emerging market for FMCG” was published
in an Edited Book entitled “Think Global Go Rural”, ISBN No: 978-81-7446-836-9, March 2010, Excel
Books, pp. 112-115. (Peer Reviewed Edited Book)
CONFERENCES
1) Krishna C.V, (2020), Presented a paper “Anti Consumerism and COVID 19 Pandemic, New Marketing
Lessons”, at a Two Day National Level Conference on “Emerging management practices in post COVID
era” organized by Pendekanti Institute of Management, Hyderabad, during May 27-28, 2020.
2) Krishna C.V, K.S.R. Sharma, (2016), Presented a Research Paper entitled:”Brand Switching Behaviour of
Mobile Phone Consumers Using Markov Chain Analysis”, at ICBM’s National Conference, “Management
Research Contemporary Perspectives” and adjudged as the Outstanding Paper in Marketing & Strategy
Track on a Pan India basis and also Won a Cash Prize worth of 5000/- for being the Best Paper, conducted
on 24/09/2016 at Hyderabad.
3) Krishna C.V, (2015), (Abstract only submitted) for Research Paper entitled “A Study on Feasibility of
 Cooperative Approach in Establishing A Low Cost Tomato Processing Plant At Madanapalle” was accepted
for presentation at “International Conference on Agribusiness in Emerging Economies (ICAEE)”, held
during January 6-7 at the Institute of Rural Management Anand (IRMA) Gujarat, India. In collaboration
with The Whitman School of Management & The South Asia Center at Syracuse University, USA.
4) Krishna C.V, (2015), “Innovative Branding Strategies of Ambush Marketers: A Case Study of Olympic
Branding”, 2nd International Conference on Innovative Management Strategies, Fortune Select Grand
Ridge, Tirupati, March 6-7.
5) Krishna C.V, (2013), “Global Exemplary Initiatives in Sustainability by ITC”, National Conference on
“Managing Strategies for Sustainable Competitive Advantage”, GACBM, Hyderabad, September 22.
6) Krishna C.V, (2012), “Consumer Preferences towards Private Label Apparel Brands in Indian Retail” at
National Conference on “Retail Sector in India-Opportunities & Challenges”, organized by Tumkur
University, Karnataka, 2012.
7) Krishna C.V, (2010), “Unethical Combat of Rin over Tide Naturals”, “The International Case Conference-
2010 (ICC-2010)”, International Centre Goa, organised by IMT Nagpur, 16-18, November 2010.
8) Krishna C.V, Manjusmita Dash, (2010), “Rural India the biggest emerging market for FMCG”, “ National
Conference on Rural Marketing”, Chennai, 18th-19th March 2010.
SEMINARS
9) Krishna C.V, (2020), attended a National Level Webinar entitled “New challenges and opportunities in
management and engineering education- Post COVID pandemic scenario”, organized by Department of
Management Studies, SSITS, Rayachoti, AP, during 29 th August 2020.
10) Krishna C.V, (2011),”Rural Marketing potential of India Inc”, “National Seminar on Rural Consumers”,
Bhubaneswar, 16-17 August 2011.
11) Krishna C.V, (2008), “Human Resource Development in Indian Retail”, National Seminar on “Dynamics of
Employee Engagement-HR Initiatives”, Visakhapatnam, 19th-20th December 2008.
12) Krishna C.V, (2007), “Retail Formats and the Paradigm shift”, National Seminar on “Human Dynamics in
the Retail Sector”, Visakhapatnam, 14th-15th December 2007.
FDPs
1) Attended a Three Day Online FDP on “Trends in Management Education and Research”, organized by
Department of Business and Management Studies, Gudlavalleru Engineering College from 24th to 26 th
June 2020.
2) Attended A TWO WEEK -AICTE Sponsored FDP on “Financial Econometrics-Theory and Applications”
during 11-23 Dec 2017.
3) Undergone Faculty Development Program on “Teaching Methodology” conducted by NITTTR-Chennai- An
Institute recognized by Govt. of India under Ministry of HRD, Organized by Raghu Engg College during 16-
21 November 2009.
Workshops
 4) Attended Two Day Brand Summit Organized by CII at Bengaluru, Taj Vivanta Hotel, 2016
5) Attended a one day Workshop on “Business Analytics-Tools, Techniques and Applications” at Madanapalle
Institute of Technology & Science, during 30 th July-2nd August 2015
6) Attended a one day Workshop on “Teaching an Online Course Using Moodle LMS” at Madanapalle
Institute of Technology & Science, during 19-20, Dec, 2014
7) Undergone a one day workshop on “Entrepreneurship Development organized by NSIC on 22 Dec 2012
8) Stood Top First on a National basis in the Faculty Development Workshop on Services Marketing
conducted by ICFAI National College Staff Training Center during 13th -15th October 2008
9) Stood Top Second on a National basis in the Faculty Development Workshop on Retail Management
conducted by ICFAI National College Head Quarters during 17th -21st September 2008
10) Undergone a Workshop on “Research Methods for Economics & Management with particular reference to
Multivariate Techniques” conducted by GITAM Institute of Institute of International Business, Vizag during
22nd -23rd February 2008
11) Undergone a Workshop on “Research Methods for Faculty & Scholars” conducted by GIFT –Vizag-28/4/07.
Technical Sessions Conducted In National Seminars

1) Addressed “National Seminar on Rural Consumers” as a speaker and resource person for a technical
session and also presented a paper entitled “Rural Marketing potential of India Inc”, Bhubaneswar, 16-17
August 2011.
Thesis Publication

1) Krishna C.V, Manjusmita Dash, (2013), “Retailing in India- Cases of Private Label Preferences in Apparel
Retail”, Published by Lambert Academic Publishers-Germany, ISBN: 978-3-8465-9474-2, pp 83
2) Krishna C.V, Manjusmita Dash, (2016), “Retailing in India II- Cases of Private Label Preferences in Apparel”,
Published by Lambert Academic Publishers-Germany, ISBN: 978-3-659-87915-9, pp 82
Peer Reviewer for International Journals

1) Journal of Brand Management, Springer .

2) Journal of Political Marketing, Taylor & Francis
3) Asian Journal of Management Cases-Sage publications.
4) Journal of Agricultural Economics and Development, Romania, ISSN 2327-3151
5) Southern Management Association 2013 Meeting, USA, Reviewed the following papers for the Pre-
doctoral Student Track.
6) Reviewer for Iranian Journal of Management Studies, Iran.
7) Editorial Board Member for Academic Journals Online, India.
Consultancy Projects/Assignments Handled
Successfully handled a Consultancy Assignment Project titled “Rural Media Program” as a Project Leader
for Capestone Construction Company in the districts of Vizag, Vizianagaram and Srikakulam,with a sample
 size of around 10,000.
Faculty Training Program

Stood Top second in One Month Rigorous “Faculty Training Program” Under Batch 24 conducted by ICFAI
National College Head Quarters on a National Basis in the specialization of Marketing Management,
during May 31st - June 30th 2007.

TRAINING & CONSULTANCY

Organizing Seminars/Workshops/FDP’s

1) Convener for Crescendo 2017, a one day Graduates’ Meet at MITS Madanaalle.
2) Organized 2nd International Conference on Innovative Management Strategies”, at Fortune Select
Grand Ridge-Tirupathi, sponsored by AICTE and organized by DoMS, MITS during 6-7 March, 2015.
3) Organized National Seminar on “Management Strategies for Sustainable Competitive Advantage”,
at SIMACS, during 21 September, 2013
4) Organized National Level Technical Symposium “Vidya-Tech”, at Raghu Engineering College,
during October, 2010
5) Organized International Conference on Nano-Technology, at Raghu Engineering College, during
December, 2009
Affiliations

1) Chapter Head of MTC (G)-(Management Teachers Consortium Global for Visakhapatnam chapter.
2) Member of EMRBI-Euro Med Research Business Institute for Marketing, Branding & Emerging
Markets Research Interest Committees.
Research Guidance

1) Guided students for MBA Projects

2) Guided 120 students for Summer Internship Projects for a duration of 4 months at INC
Technical Skills

Possess working knowledge of MS Office, Internet and other computer related tasks for reporting, making
presentations etc., & Possess Working knowledge of IBM PASW (Formerly SPSS).

Student Training Conducted

1) Sales Training Module for Summer Project Interns,

2) Marketing Research Tools for MBA Students,
3) EATS-Equipped Attitude Training Module
4) Taught placement oriented modules like TRIM Training for Recruitment Module
5) Conducted Personality Development Programs
 PERSONAL PROFILE
Languages Known

English, Hindi and Telugu.

 Marital Status

Married

Date of Birth

11th January, 1980.

UGC Vidwan Expert ID and Profile:

https://vidwan.inflibnet.ac.in//profile/107370

ORCID ID and Profile:

http://orcid.org/0000-0003-1271-2630

Google Scholar ID and Profile:

https://scholar.google.co.in/citations?user=nqRe1VsAAAAJ&hl=en

WOS Researcher ID & Publons:

http://www.researcherid.com/rid/L-3715-2016

Researchgate Profile

https://www.researchgate.net/profile/Venkata_Krishna_Chodimella

References

1) Dr. G.Mahendar
Asst Professor, MITS School of Business

Madanapalle Institute of Technology & Science

Mobile: 9849036936
2) Dr. K.S.R. Sharma
Assistant Professor

Pendekanti Institute of Management, Hyderabad,

Mobile: 9849158262

(Dr. C.V.KRISHNA)