A PGDRM graduate from IRMA, and a Fellow of IIM Calcutta, Dr. Rajiv Prasad joined Amrita in the year 2007. He has around twenty years of industry, teaching and research experience. He was invited to teach the core course on Business Ethics as a visiting faculty at IIM Kozhikode in 2007. He is also an Adjunct Faculty member of State University of New York at Buffalo and has been teaching the Organizational Behavior and Leadership course at the Executive MBA program conducted jointly by SUNY, Buffalo and Amrita School of Business at its Bangalore campus. He was invited to develop the Course Curriculum and the Text for the Business Ethics course by Vancouver, Canada based Commonwealth of Learning for their EMBA program in 2011. This program is offered to participants from over 10 member countries of the Commonwealth. He has conducted many MDPs for organizations such as ESIC (Employees State Insurance Corporation), PGDCIL and NDDB (National Dairy Development Board) in the areas of leadership, organizational culture and business ethics. His research interests are in the areas of spirituality at the workplace; leadership, organizational culture and corporate performance; sustainable business models; positive organizational behaviour; self actualization and its impact on leadership and organizational culture, etc. He is also deeply interested in the wisdom literature from across the world and has taught India Culture to undergraduate students at the Amrita Vishwa Vidyapeetham Ettimadai campus for the last 7 years.


Publication Type: Conference Paper

Year of Publication Publication Type Title


Conference Paper

U. Rawat and Dr. Rajiv Prasad, “Is Viral Marketing an effective and reliable method of advertising and branding? A perspective of Gen- y of India”, in 2015 International Conference on Advances in Computing, Communications and Informatics, ICACCI 2015, 2015, pp. 1839-1842.[Abstract]

The world of marketing has been revolutionized in recent times. So many new methods of marketing are being experimented with. Marketing is imperative for any business and the world today focuses on gaining more attention from the customers, where people are rigorously trying to find out effective and cost saving techniques of reaching out to the customers. Viral Marketing is also one such technique which is gaining popularity these days. Viral Marketing if done effectively is a cheap and fast means of marketing. Primarily it works on the principle of 'Electronic Word of Mouth'. Viral marketing is still in its nascent stage and has a huge potential if researched extensively. There is a high uncertainty and unpredictability about a marketing campaign going viral. Hence, the purpose of this study is to explore if viral marketing can really help in effective advertising and branding, and what are the elements that are essential for making a content go exponentially popular on internet. The study is specifically focussed on the perception of Gen-Y i.e., people born between 1977 to 1994, as this population segment has the most active internet users. With the use of a structured questionnaire conducted with 128 respondents within India, we analysed their responses and perspectives on viral marketing in order to develop a deeper understanding about this topic. This study has generated many new insights in the area of viral marketing, especially about the most important elements that enable an ad campaign to go viral. This study might help the marketers to come up with better campaigns which would have more possibility to become successful in terms of their reach to the consumers. © 2015 IEEE. More »»

Publication Type: Journal Article

Year of Publication Publication Type Title


Journal Article

S. Banerji and Dr. Rajiv Prasad, “Role of teachers and educational institutions in value based higher education”, Purusharta, vol. 5, pp. 97-109, 2012.[Abstract]

Greed is believed to be at the root of the current crisis. Modern education system's failure to impart ethical values is partly to blame. Spiritual principles of selfless service hold the promise of a solution. Teachers can play a crucial role. They have an opportunity to help shape the character of students. This paper examines the teaching - learning process from Indian spiritual perspectives, to try and find some potential solutions for the current moral crisis. We discuss teacher-student relationship in an institutional setting with the case study of Amrita Vishwa Vidyapeetham, a university founded and guided by the great spiritual and humanitarian leader Mata Amritanandamayi Devi. Amrita follows practices inspired by the exalted values of the rich Indian spiritual tradition like joint prayer by the teachers and students before starting the classes, teaching lofty human values through formal courses, inculcating values like service to the mother land, mankind and nature, with love, trust, tolerance and humility. We report on the methodologies adopted and the results achieved so far. We also cite other practices like "Stilling the Mind" taught by Prof. S K Chakraborty at IIM Calcutta and offer the authors' experience in following these practices. According to Mata Amritanandamayi, the Chancellor of Amrita University, the solution lies only in two words: "Love and Serve". In her message on the World Peace Day (September 21, 2004), she said, "Amma has a desire that everyone in the world should be able to sleep without fear, at least for one night. Everyone should be able to eat to his fill, at least for one day. There should be at least one day when hospitals see no one admitted due to violence. By doing selfless service for at least one day, everyone should help the poor and needy. It is Amma's prayer that at least this small dream be realized." We believe that such teachings from spiritual leaders have a lot to offer the modern world. Teachers can play a significant role by embracing these values. Finally, we look at global and national norms of teaching excellence, and relate them with the above thoughts.

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NIRF 2017