IIT Madras

Department of
Management Studies
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Dr. Prathamesh Vivek Kittur
Faculty Profile

Dr. Prathamesh Vivek Kittur

Assistant Professor
Ph.D. — Vinod Gupta School of Management, IIT Kharagpur
M.Tech — National Institute of Technology (NIT) Rourkela
prathamesh.kittur@iitm.ac.in +91 44 2257 4588 Office: DoMS 306

Teaching & Research Interests

Teaching Interests

  • Industrial & Services Marketing
  • Sales & Distribution Management
  • Services Marketing
  • Marketing Analytics
  • CRM

Research Interests

  • B2B Marketing
  • Customer Relationship Management
  • Service Failure & Recovery
  • Tourism & Hospitality Strategy
  • Sales in Multichannel Management

Academic Experience

  • Assistant Professor, International Management Institute, New Delhi (April 2023 – Aug 2023).
  • Assistant Professor, Jaipuria Institute of Management, Noida (July 2022 – April 2023).

Consulting Areas

  • Go-to-market strategy for industrial and B2B firms
  • Customer experience enhancement and value proposition design
  • Data-driven decision making for Marketing and Sales
  • Market feasibility and pricing analytics

Research Group

Keziah Angel D’Lima

B2B Marketing & Risk
Keziah Angel D’Lima

Specializes in B2B Marketing with a focus on perceived risk in buyer–seller relationships. Qualified UGC-NET '21 (AIR 317) and MH-SET '21. Presented at ICMR and India Strategy Conference.

Eldho Babu

Quick Commerce & Nudging
Eldho Babu

Focuses on chatbot-based nudging in Quick Commerce. Published in Global Business Review and serves as a peer reviewer for Journal of Consumer Behaviour and Tourism Review.

B Kalaiarasi

B2B Digital Marketing
B Kalaiarasi

Full-time Ph.D. scholar with 6+ years of industry experience in sales and strategy. Research explores how digital transformation reshapes B2B relationships and customer engagement.

Recent Publications

  • Kittur, P., & Agarwal, S. (2024). Cultural bridges in Business: Critical review and future directions in cross-cultural B2B relationships. Journal of Business Research. [ABS 3, ABDC A, Q1]
  • Kittur, P. and Chatterjee, S. (2023). Role of B2B reliance and brand image in reducing risk perceptions: a serial mediation model. European Journal of Marketing. [ABS 3, ABDC A*, Q1]
  • Kittur, P., Chatterjee, S. and Upadhyay, A. (2023). Antecedents and consequences of reliance in the context of B2B brand image. Journal of Business & Industrial Marketing. [ABS 2, ABDC A, Q1]
  • Chatterjee, S., Kittur, P., et al. (2023). What Makes Customers of Airport Lounges Satisfied and More? Impact of Culture and Travel Class. Journal of Air Transport Management. [ABS 1, ABDC B, Q1]

Conference Papers

  • Kittur, P., et al. (2025). Service recovery in aggregator business. British Academy of Management Conference, UK.
  • Kittur, P., et al. (2024). Service recovery in aggregator business. ANZMAC, Australia.
  • Kittur, P., and Chatterjee, S. (2021). Role of perceived risk in trust-reliance-B2B brand image relationships. ISBM, Penn State University, USA.

Research in Progress

  • Drivers of satisfaction & recommendation intention in B2B using UGC
  • Exploring risk relievers of B2B perceived risk
  • Nudging in Q-commerce service recovery
  • Benefits of Augmented Reality / Virtual Reality in B2B Context
  • Service recovery strategies for failures caused by actual providers
  • Drivers of informal cross-cultural B2B relationships