Dr R VARA PRASAD

Accomplished academic leader with 18+ years of experience in teaching, research, and institutional administration. Expertise in Marketing, HR, and Entrepreneurship, with a strong record of securing competitive grants (₹36.5L+ Total funding), publishing in Scopus-indexed journals, and mentoring students. Passionate about curriculum innovation, industry-academia collaboration, and fostering entrepreneurial mindsets.

Book Publications

• Content Theories of Motivation and Their Practices in APSRTC - Jayvee Publishers (2022).

Chapter Publications

• Determinants of Women's Online Buying Behavior: An Extension of the TAM Model, Sales Management for Improved Organizational Competitiveness and Performance, 2022
• Digital Value Innovation and Strategic Management Practices of Adyar Ananda Bhavan, Cases on Digital Strategies and Management Issues in Modern Organizations, 2021

Scopus Indexed Journal Publications

In preparation: (Aiming for A or A* Journals)

• Consumer Forgiveness: A meta-analysis (with C Jebarajakirthy, HI Maseeh, R Saha)
• Foodstagramming: A Systematic Literature Review and Future Research Agenda (with R Saha, C D'Lima, SC Pant)
• Memorable dining experience: A Systematic Literature Review (with R Saha, M Srivastava, K Priya)
• Solo dining: A systematic literature review and future research agenda (with R Saha, K Priya)
• Brand Evagelism: A systematic literature review (with R Saha, K Priya)

Under Review: 

• Smartphone self-efficacy as a moderator in the relationship between behavioral intention and actual use of smartphone and academic performance: Evidence from India (S Parayitam, Hesil Jerda George, Samuel Joseph)

In Progress: (Aiming for A or A* Journals)

• The Power of Influence: Immediate and Deferred Impulse Buying in Retail through Social Cues and Appearance (with S Parayitam, R Saha)
• A Study of Foreign Direct Investment and its Determinants in India with reference to Macro Economic Factors (Journal of Development Economics, 2023).
• A Study on the Impact of Holiday Windows on Impulse women's buying behaviour (International Journal of Business and Emerging Markets, 2023).

Published:

• The Ascendancy of Social Media Elements on Women's Online Buying Intentions (International Journal of Management, vol 11, Issue 8, 2020).
• Impact of Internal Branding on Employees' Job Satisfaction and Brand Commitment and Brand Citizenship Behaviour (International Journal of Emerging Technologies, 2019).
• Women Street Vendors, Challenges and Opportunities: a Superlative Analysis with Special Reference to Chittoor District of Andhra Pradesh, India (International Journal of Innovative Technology and Exploring Engineering (IJITEE), ISSN: 2278-3075, Volume-8 Issue-9S3, July 2019
• Are Certain Brand Personality Dimensions More Valuable at Driving Loyalty than Others? International Journal of Applied Business and Economic Research, Vol.15 (2017). ISSN: 0972-7302, 9/2017
• Proscribe on currency (bad economics) crash on Indian business, International Journal of Applied Business and Economic Research, Vol.15 (2017). ISSN: 0972-7302, 9/2017

International Journal Publications

• A Study on Channel Member Perception Towards CCI Cement (International Journal of Logistics & Supply Chain Management Perspectives, 2017).
• A Study on Predicting Prices Using Technical Analysis of FMCG Companies in NSE India (International Journal of Applied Financial Management Perspectives, 2017).
• A Study on Youth Attitude Towards Social Advertisements in Tirupati City (International Journal of Applied Services Marketing Perspectives, 2016).
• A Study on Milk-Producing Farmers' Perception Towards KOMUL in Karnataka (International Journal of Advanced Research, 2016).
• Renewable Energy Potential of India (International Journal of Entrepreneurship & Business Environment Perspectives, 2014).

Conference Journal Publications

• SWOT Analysis on Indian Dairy Industry - Presented at Samaroh International Conference, Allied Publishers (2015).
• Global Brand Positioning in Indian Markets - Vanijya Sammelana International Conference, Adarsh Group of Institutions (2014).
• Training and Development in Regional Rural Banks (A Study in Andhra Pradesh) - Finser National Conference, Acharya Institute of Graduate Studies (2013).

Papers Presented at Conferences/Seminars

• Women Street Vendors, Challenges and Opportunities: A Study with special reference to Chittoor District of Andhra Pradesh, India. ICEESM’18, RGM College of Engineering & Technology held on 21st and 22nd Dec 2018
• SWOT Analysis on Indian Dairy Industry – Samaroh 2015, International Conference on Business Competitiveness – Perspectives, Challenges & Strategies Siva Sivani Institute of Management held on 11th and 12th Feb 2015
• Global Brand Positioning in Indian Markets – Vanijya Sammelana-2014, An International Conference on Recent Trends in Business, Management & Tourism Adarsh Group of Institutions, Bengaluru held on 30th April 2014
• The Changing Focus of Industrial Relations & Human Resources, Sanskrithi International Conference on Management Challenges, Sanskrithi School of Business, Puttaparthi, AP held on 26th April 2014
• Customer Satisfaction with TATA Motors, Sanskrithi International Conference on Management Challenges, Sanskrithi School of Business, Puttaparthi, AP held on 26th April 2014
• HR Accounting and its impact on Employee Effectiveness, Sanskrithi International Conference on Management Challenges, Sanskrithi School of Business, Puttaparthi, AP held on 26th April 2014
• Training & Development in Regional Rural Banks (A Study in Andhra Pragathi Grameena Bank. AP), Finser-2012 Two Day National Conference on “Financial Services: Opportunities & challenges in Indian Perspective” Acharya Institute of Graduate Studies, Bengaluru, held on 12th and 13th Dec 2012
• Women in Indian Politics from Panchayath to Parliament, National Seminar on “Women Empowerment – Retrospect and Prospect” Sri Krishnadevaraya University, Anantapur held on 27-28 Sep 2012

• National Seminar - Vision Viksit Bharat @2047, ICSSR-SRC, ₹20,000
• ICSSR-IMPRESS Major Research Project, Self-Employed Women in the Informal Economy: Street Vendors in Andhra Pradesh, ₹8,00,000
• NIESBUD - Pradhan Mantri Yuva Yojana, Entrepreneurial Education Initiative, ₹10,00,000
• AICTE-Sponsored Program, Skill & Personality Development for SC/ST Students, ₹18,50,000

• Key Resource Person at National Seminar on Unlocking Business Opportunities and Overcoming Challenges in Digital Era with Skills and Networking at Holy Cross College, Nagercoil on 07/03/2025.
• SAI-VIPRA-2019 (A One-Day Graduates Meet), Why MBA?, Sri Sai Institute of Technology & Science, Rayachoty, 03/11/19
• Workshop on Entrepreneurship Development, Why You Should Become an Entrepreneur, Dr. K.V. Subbareddy Group of Institutions, Kurnool, 11/07/17
• Coding to Decode Startups, India’s Startup Ecosystem and Opportunities, Madanapalle Institute of Technology and Science, Madanapalle, 10/16/17

• UGC – Sponsored Short-term Programme on Research Methodology (Online), UGC -Malaviya Mission Teacher Training Centre, Goa University, 07/23/24 to 07/29/24, A+
• Marketing in a Digital World, University of Illinois at Urbana-Champaign, Coursera, 2024
• Digital Marketing Analytics in Theory, University of Illinois at Urbana-Champaign, Coursera, 2024
• Quantitative Marketing Research, Indian Institute of Management Bangalore, Swayam, 2023
• Digital Media and Marketing Strategies, University of Illinois at Urbana-Champaign, Coursera, 2023
• Marketing Analytics, University of Virginia, Coursera, 2023

• Participated in Short Term Program (STP) - Research Methodology organized by MMTTC, Goa University from 23/07/2024 to 29/07/2024.
• Attended a Five-Day International Workshop on Advanced Multivariate Data Analytics for Social Sciences Research held from 17-21 Dec 2024 organized by the School of Business (VSB), VIT-AP University.
• Participated in the International Faculty Development Program on Essentials of Research and Publications organized by the Department of Management Studies, Eswari Engineering College, Chennai in partnership with Infrastructure University, Kuala Lumpur from 13-17 March 2023.
• Participated in five days National Level Case Study Workshop organized by the Department of Business Management of St. Joseph’s Degree & PG College, Hyderabad in association with ICFAI Business School and Hyderabad Management Association, Hyderabad from 21-25 November 2022
• Attended a three-day virtual faculty development program on Digital Marketing organized by SmartBridge Educational Services Pvt. Ltd in collaboration with Andhra Pradesh State Council of Higher Education in 2023.
• Participated in a Two Week Faculty Development Program on “Entrepreneurship” sponsored by the Department of Science and Technology, Government of India, and organized by GATES Institute of Technology, Gooty held during 15-27 March, 2021
• Participated Three-day online workshop on “Online Course Design, Development and Delivery” organized by the Human Resource Development Centre, University of Hyderabad from 26-28, 2020.
• Participated in one-week online faculty development program on Psychometrics and scale development in social sciences held from 29 June to 3rd July 2020, organized by the School of Business Studies, Sharda University in association with Prof. Vishal Gupta – IIMA.
• Attended the AICTE-sponsored FDP on Financial Econometrics - Theory and Applications at MITS School of Business, Madanapalle Institute of Technology & Science, Madanapalle (17-23 Dec 2017).
• Completed an FDP on Entrepreneurship, Innovation, and Incubation at VIT-TBI, VIT Deemed to be University, Vellore (4-16 Dec 2017).
• Participated in the Five-Day Faculty Facilitators Program (FFP) under the Pradhan Mantri YUVA Yojana (PM-YUVA) organized by the Ministry of Skill Development & Entrepreneurship (28th Aug to 1st Sep 2017).
• Attended the I2E - Entrepreneurship Educators Bootcamp organized by the Andhra Pradesh Skill Development Corporation in collaboration with Northeastern University, Boston, USA (8 Aug 2017).
• Participated in the 6th AITMC - Annual Global Summit 2017, in association with AICTE, Ministry of HRD, and the Ministry of Labor & Employment, Government of India, at AICTE Headquarters, New Delhi (14 Jun 2017).
• Completed a Two-Day Classroom Program on Advanced MS Excel at Godrej Cream Line Dairy Jersey (13-14 Feb 2017).
• Engaged in Entrepreneur 2.0 - Innovation: Transforming Ideas to Business, organized by the Confederation of Indian Industries (CII), Hyderabad (9 Dec 2016).
• Completed a Three-Day Training on Entrepreneurship Development at ESCI, The Institution of Engineers, Andhra University, Visakhapatnam (16-18 Dec 2015).
• Attended the International Conference on Innovative Management Strategies at the Department of Management Studies, Madanapalle Institute of Technology & Science, Madanapalle (6-7 Mar 2015).
• Participated in the Two-Day Workshop on Train the Trainer at the Department of English, Madanapalle Institute of Technology & Science, Madanapalle (24-25 Feb 2015).
• Completed an FDP on Teaching an Online Course Using Moodle LMS, organized by Madanapalle Institute of Technology & Science, Madanapalle (19-20 Dec 2014).
• Attended A Seminar on Emerging Trends in Business, Management, and Computing Technology at Annamacharya Institute of Technology, Rajampet (9 Mar 2014).

• Organized a National Seminar on "Vision Viksit Bharat @ 2047: Economic Prosperity through Industry 4.0" (29 Jan 2025), funded by ICSSR-SRC, Hyderabad.
• Mentoring & Orientation Program for ED Cell Faculty Coordinators and B.Tech III Year, MBA Students – Conducted on 15th September 2016 with Sri. Vikram Jit Misra, Regional Manager, NEN, Hyderabad as the resource person.
• Guest Lecture on Innovation & Entrepreneurship – Organized on 28th September 2016 featuring Sri. Koushal, CEO, Vendext Pvt Ltd., Bangalore (Participants: 160).
• Two-Day Entrepreneurship Orientation Program for Final Year Students – Held on 21st & 22nd December 2016 with Mr. G. Sudarshan, Certified EOP Trainer, NSIC, Hyderabad (Participants: 202).
• Two-Day Seminar on Creating Entrepreneurship Environment and Developing Entrepreneurial Management for B.Tech & MBA Students – Conducted on 16th & 17th March 2017, featuring Prof. T. Prasad, Faculty Adviser, Center for Student Enterprises, National Institute of Industrial Engineering (NITIE), Mumbai (Participants: 280).
• DIYA - An Idea Generation Contest - Ideas to Startups – Organized on 20th May 2017 with Mr. B. Mubarak, Enroco Technologies Private Limited, Madanapalle as the resource person (Participants: 60).
• E-Talk on I3 - Ideate, Innovate & Ignite – Conducted on 29th July 2017 with Mr. Mubarak, Enroco Technologies Private Ltd., Madanapalle as the speaker (Participants: 50).
• One-Day Workshop on Entrepreneurship & Innovation for B.Tech/MCA & MBA Students – Held on 8th September 2017, conducted by Dr. Pavan Soni (IIMB), Founder & Innovation Evangelist, Inflexion Consulting, Bengaluru (Participants: 70).

• Research Project Leadership | - PhD Mentorship
• Grant Writing & Fundraising | - Curriculum Design
• Scopus/WoS Publications | - NAAC/NBA Accreditation
• Entrepreneurship Development | - Digital Marketing