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Jyothsna Appaiah

Adjunct Faculty

LinkedIn Profile


  • PhD, University of Gloucestershire, UK (2018)
    Thesis topic: Customer Expectations of Employee Emotional Labour in Service Relationships
  • Post Graduate Diploma in Management (MBA), SP Jain Center of Management, Dubai (2006)
    Specialisation: Marketing (Retail)
  • Bachelor in Engineering, VTU University, India (2003)
    Specialisation: Electronics & Communication
  • Marketing & Strategy
  • Consumer Behaviour/Contemporary Consumers
  • Marketing Management
  • Global Marketing Communication
  • Service Marketing
  • Digital Marketing
  • Marketing Communications
  • Intercultural issues and practices
  • Enterprise & Business Environment
  • Branding & Communications
  • International Marketing
  • Contemporary International Management

Academic Experience

  • Adjunct faculty at Heriot-Watt University
  • Adjunct faculty at Amity University

Corporate Experience

  • Director, Marketing – Coorg Heritage Inn, India
  • Research & Intelligence – Jafza (D P World), Dubai, UAE
  • Brand Manager – Emaar Malls Group, Dubai, UAE
  • Regional Operations Manager – Aditya Birla Retail, India
  • Software engineer – Infosys, India

Research Interests

  • Emotional Labour
  • Sustainability and Consumer Behaviour
  • Services Marketing
  • Consumer Behaviour

Conference Presentations

  • Paper on “Crowdsourcing for Dubai Apparel Industry—Mirage or a Reality?” chosen for 6th Annual EuroMed Conference “Confronting Contemporary Business Challenges through Management Innovation” in Estoril, Cascais, Portugal, 23rd-24th, September 2013.
  • Paper on “Proximity Marketing: Challenges and Opportunities in Emerging Markets” presented at a conference hosted by IMRA between May 17-18, 2012 (sent for review to one of the leading journals).
  • Paper on “Global Franchising in Emerging Countries: Opportunities and Challenges” presented at a conference hosted by the Academy of Indian Marketing (December 16-18, 2011).

Chapters in Books

Contributor to the bookBreakout strategies for Emerging Markets: Business and Marketing Tactics for Achieving Growth” (Pearson publication) by Dr Jagdish Sheth, Dr Mona Sinha & Dr Reshma Shah as a case writer.