About
Dr. K.R.Senthilvelkumar has over 28 years of professional experience that includes 8 years in the corporate field with the last role being Deputy Manager at TREC-STEP and 20 combined years with academic institutions, XIME, Bengaluru; GRD Institutions, Coimbatore; Jansons School of Business, Coimbatore; Indian Institute of Plantation Management, Bengaluru; KCT Business School, Coimbatore and Rathinam School of Business @ TIPS Global, Coimbatore. Basically, a Mechanical Engineering Graduate from Government College of Technology, Coimbatore, he has an MBA Degree from College of Engineering, Anna University, Chennai and a Ph.D. in Management from BIM, Bharathidasan University, Tiruchirappalli. He has authored several articles and cases related to marketing management which are published in reputed dailies, magazines and academic journals. He has a passion for teaching and enjoys interactions with young minds in & outside class rooms. Besides teaching, he mentors students for corporate readiness. He finds inspiration in people from all walks of life and of all age groups. He considers each day a godsend and an opportunity to learn something new. This mindset has always helped him move on in life amidst various challenges.
Cases:
K.R.Senthilvelkumar (2022), “Would Mondelez branch out into plant-based products in India?”, The CASE Journal, Vol 18, Issue 6, September.
Link: https://doi.org/10.1108/TCJ-01-2022-0006
K.R.Senthilvelkumar (2022), “The Rewire that unwired Harley Davidson from India”, The Case Centre, Reference No: 522-0045-1, June, https://www.thecasecentre.org/products/view?id=184572 (Case); Reference No: 522-0045-8, June. Link: https://www.thecasecentre.org/products/view?id=184574
K.R.Senthilvelkumar (2016), “What Next for T4U?”, Indian Management, The Journal of All India Management Association (AIMA), Volume 55, Issue 8, August.
K.R.Senthilvelkumar (2015), “Poised for a Cross-over?”, The Smart Manager, The Smart Manager Case Contest, Volume 14, Issue 4, July–August.
K.R.Senthilvelkumar (2014), “In the throes of transition”, The Smart Manager, Tata Consultancy Services Smart Manager Case Contest, Volume 13, Issue 4, July-August.
K.R.Senthilvelkumar (2014), “How Dettol ventured forth to kitchen space!”, CASTLE, The Biannual Case Journal of Jansons School of Business, Volume 1, Issue 2, March.
K.R.Senthilvelkumar (2013), “Will the newfound awesomeness help Nano drive past its past?”, CASTLE, The Biannual Case Journal of Jansons School of Business, Volume 1, Issue1, September.
K.R.Senthilvelkumar (2011), “B-Schools under a banyan tree?”, The Smart Manager, Tata Consultancy Services Smart Manager Case Contest, Volume 10, Issue 5, September-October.
K.R.Senthilvelkumar (2009), “Vega MINO: Combating the ‘image of Cheapness’ ”, The Smart Manager, Tata Consultancy Services Smart Manager Case Contest, Volume 8, Issue 5, September–October.
T.Senthilkumar and K.R.Senthilvelkumar (2008), “The inhospitable experience at City Hospital”, ECCH (Currently The Case Centre), Reference no:508-071-1, August. Link: https://www.thecasecentre.org/main/products/view?id=81803
K.R.Senthilvelkumar (2006), “Vinpic: Pricing Blues”, GITAM Journal of Management, Vol. 4, No.1, January–June.
K.R.Senthilvelkumar (2004), “Channel Conflicts”, AIMS E Journal (Online), Vol.I. (Online Journal published by IIM, Kozhikode; currently unavailable) Link: http://www.aimsejournal.org/Articles/case4.html
K.R.Senthilvelkumar (2004), “Sickness in small business”, AIMS E Journal (Online), Vol I. (Online Journal published by IIM, Kozhikode; currently unavailable) Link: http://www.aimsejournal.org/Articles/case5.html
Research Papers in Journals:
K.R.Senthilvelkumar and P.David Jawahar (2013), “Building Private Labels into Strong Brands”, The IUP Journal of Brand Management, Vol. X, No.2, June, pp. 42-63.
R.Palaniswamy and K.R.Senthilvelkumar (2013), “Is Soap more than a Bathing Product for Consumers?”, Journal of Marketing and Communication, Vol.8, Issue 3, January–April, pp. 4-14.
Article in Journal:
K.R.Senthilvelkumar (2007), “Snares; Brands to guard against”, SCMS Journal of Indian Management, Volume 4, Issue 2, April–June, pp. 56-58.
Articles in Business Magazines:
K.R.Senthilvelkumar (2011), “Strong Brands for Weak Souls!”, Advertising Express, ICFAI University Press, Volume XI, Issue 07, July.
K.R.Senthilvelkumar (2009), “Managing Success”, The Smart Manager, Volume 8, Issue 2, March-April.
K.R.Senthilvelkumar (2009), “Consolidating brand position”, Retail Biz, Worldwide Media Ltd., Volume 6, Issue 7, February.
K.R.Senthilvelkumar (2008), “Not just a cosmetic makeover”, USP AGE, Brand Vision (India) Pvt. Ltd, Volume V, Issue 7, June.
K.R.Senthilvelkumar (2008), “Transition from Hutch to Vodafone”, Advertising Express, ICFAI University Press, Volume VIII, Issue 06, June.
K.R.Senthilvelkumar (2007), “Learning from non-business entities”, Indian Management, The Journal of All India Management Association, Business Standard Publication, Volume 46, Issue 5, May.
K.R.Senthilvelkumar (2006), “Is Planned Obsolescence obsolete now?”, Indian Management, The Journal of All India Management Association, Business Standard Publication, Volume 45, Issue 9, September.
K.R.Senthilvelkumar (2004), “Entrepreneurship education and its relevance in B-Schools”, MILESTONE, G.R.Damodaran Institute of Management Publication, July.
Articles in Newspapers:
K.R.Senthilvelkumar (2007), “Reinventing Umbrella Branding”, BusinessLine, BrandLine Supplement, Sep 27.
K.R.Senthilvelkumar (2006), “Smart until proven ignorant”, The Hindu, Education Plus Supplement, Jan 30.
Guest Articles in Tamil Newspaper:
K.R.Senthilvelkumar (2014), “Oru Porul Brandaga Mara Thaguthi Peruvathu Eppothu?”, The Hindu (Tamil), April 10.
K.R.Senthilvelkumar (2014), “Angadiyil Malarum Brandugal”, The Hindu (Tamil), March 27.
K.R.Senthilvelkumar (2014), “Than Mudivai Thane Thedum Sootchumam”, The Hindu (Tamil), March 13.
K.R.Senthilvelkumar (2014), “Nugarvorai sendradaiya noothana valigal”, The Hindu (Tamil), February 27.
K.R.Senthilvelkumar (2014), “Virpanai Yukthiyum Athan Sakthiyum”, The Hindu (Tamil), February 11.
K.R.Senthilvelkumar (2014), “Koottaniyil Nattam En?”, The Hindu (Tamil), January 21.
K.R.Senthilvelkumar (2014), “Puthumaiyilaiyel Verumai”, The Hindu (Tamil), January 7.
K.R.Senthilvelkumar (2013), “Thanithevaiyin Mahathuvam”, The Hindu (Tamil), December 24.
K.R.Senthilvelkumar (2013), “Payamae Jayam”, The Hindu (Tamil), December 10.
K.R.Senthilvelkumar (2013), “Ethirparatha Vetri Eppadi Sathiyamakirathu?”, The Hindu (Tamil), November 26.
K.R.Senthilvelkumar (2013), “Rebranding Seiyyum Mayam”, The Hindu (Tamil), November 19.
K.R.Senthilvelkumar (2013), “Vilambarangalin Thakkam”, The Hindu (Tamil), November 12.
K.R.Senthilvelkumar (2013), “Vaadikkaiyalarkalai Thakkavaikkum Vithagam”, The Hindu (Tamil), November 4.
K.R.Senthilvelkumar (2013), “Marath Thayara? Vettri Nam Pakkam”, The Hindu (Tamil), October 29.
K.R.Senthilvelkumar (2013), “Brandin Ellaikkodu Ethu?”, The Hindu (Tamil), October 22.
K.R.Senthilvelkumar (2013), “Peyar Soottuvathu Sulabama?”, The Hindu (Tamil), October 15.
K.R.Senthilvelkumar (2013), “Brand Ennum Mayajalam”, The Hindu (Tamil), October 8.
13 Cases in Magazines, International online listing and Journals
28 Articles in Magazines & Dailies
2 Research Papers in Journals
Research Interests
Product and Brand Management
Associate Professor
School of Economics and Business
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Bengaluru
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