Research

RESEARCH AREAS

Fairness, Consumer Privacy, Emerging Markets, Stakeholder Marketing, Sustainability, Qualitative methods.

JOURNAL ARTICLES

Jomon A. Paul, Mona Sinha, M., and Cochran J.D. (2023). Instruments to Assess Students’ Critical Thinking – A Qualitative Approach. Decision Sciences Journal of Innovative Education, 123-144.

Wanjugu, Sabinah, Julie Guidry, and Mona Sinha (2022), "The Paradoxical Role of Relationship Quality on Consumer Privacy: Its Effects on Relinquishing and Safeguarding Information," Journal of Consumer Bheaviour, 21, 1203-1218.

Jennifer Hutchins, Mona Sinha and Shiv Nandan (2019), "The Sustainability Route to Corporate Legitimacy," Journal of Global Scholars of Marketing Science, 29 (1), 15-24.

Mona Sinha, Hufrish Majra, Jennifer Hutchins and Rajan Saxena (2019), "Mobile Payments in India: The Privacy Factor," International Journal of Bank Marketing.

Mona Sinha and Jagdish N. Sheth (2018), "Growing the Pie in Emerging Markets: Marketing Strategies to Increase the Ratio of Non-Users to Users," Journal of Business Research, 86, 217-224.

Jagdish N. Sheth, and Mona Sinha (2015), "B2B Branding in Emerging Markets: A Sustainability Perspective," Industrial Marketing Management, 51 (November), 79-88.

Ashwani Monga, Haipeng Chen, Michael Tsiros, and Mona Srivastava (Sinha) (2012), “How Consumers Forecast: Buyer-Seller Relationship as a Boundary Condition of the Impact Bias,” Marketing Letters, 23, 1 (March), 31-45.

Jagdish N.Sheth, Atul Parvatiyar, and Mona Sinha (2012), “The Conceptual Foundations of Relationship Marketing: Review and Synthesis,” Economic Sociology – The European Electronic Newsletter, 13 (3).

HARVARD BUSINESS SCHOOL CASE STUDIES

Deshpande, Rohit and Mona Sinha, “Taj Hotels, Resorts, and Palaces,” HBS Case 9-511-039.

Rangan, Kasturi V. and Mona Sinha, “Hindustan Unilever’s ‘Pureit’ Water Purifier,” HBS Case 9-511-067.

Richard Hamermesh, Mona Sinha and Elizabeth Vrolyk, “eHealthpoint: Healthcare for Rural India,” HBS Case 9-812-020

Edmondson, Amy C., Robert G. Eccles, and Mona Sinha, “Mistry Architects: Innovating for Sustainability,” HBS Cases 9-609-044, 9-609-064, and 9-609-086.

Thomke, Stefan H. and Mona Sinha, “The Dabbawala System: On Time Delivery, Every Time,” HBS Case 9-610-059.

Macomber, John and Mona Sinha, “Sarvajal: Water for All,” HBS Case 9-211-028.

DeLong, Thomas J. and Mona Sinha, “Hindustan Unilever Ltd.,” HBS Case 9-410-002

Deshpande, Rohit, “Terror at the Taj, Bombay: Customer-Centric Leadership (A Multimedia case),” HBS Case 9-511-703. (Research assistance provided)

BOOK

Sheth, Jagish, N., Mona Sinha, Reshma Shah (2016), “Breakout Strategies for Emerging Markets: Business Strategies and Tactics for Growth.” Pearson Publishing.

BOOK CHAPTERS

Sinha, Mona (2019), "Evangelizing In and About Emerging Markets," In Atul Parvatiyar and Rajendra Sisodia (Eds.), Handbook of Advances in Marketing in an Era of Disruptions - Essays in Honour of Jagdish N.Sheth. Sage Publications.

Sinha, M. (2018). Legends in Marketing - Rajan Varadarajan: Looking Back, Looking Forward. In Jagdish N.Sheth (Ed.), Legends in Marketing - Rajan Varadarajan (vol. 5, pp. 2,248). Sage Publications.

Saxena, Rajan, Mona Sinha, and Hufrish Majra (2015), “Self Service Technologies: Building Relationships with Indian Consumers, in Robert M. Morgan, Janet Turner Parish, and George Deitz (Eds.) Handbook of Research in Relationship Marketing, Elgar Publishing.

SELECT CONFERENCE PRESENTATIONS

Academy of Marketing Science (2024), "Role of Emebeddedness on Women Social Entrereneurs: A Four Country Study." (with Gayathri Sampath, Monica Nandan, Marissa Kloga, and Folahan Ayeni)

Academy of Marketing Science (2022), "Explaining the Privacy Paradox Using Social Justice Theory."

Academy of Marketing Science (2022), "Tackling the Academic Job Market."

Atlantic Marketing Association (2019), "A-Ha Moments in Teaching, Service, and Scholarship."

Atlantic Marketing Association (2019), "Is the Price Right?"

Envisioning the Future and Understanding the Realities of India's Urban Ecologies (2018), Kennewsaw State University, Georgia State University and Consulate of India, Atlanta, "Bike Shares in India: Fad or Sustainable Way of Life?" (with  Amrita Chowdhury, Mona Sinha and Nuri Chalam Sinha)

Summer Marketing Educator's Conference, American Marketing Association (2016), “Stakeholder Orientation and the Triple Bottom Line: Role of Sustainable Innovation and Cross-Sector Alliances.”

Summer Marketing Educator's Conference, American Marketing Association (2015), "The Consumer Privacy Paradox: Crying Out for Social Justice."

Marketing and Public Policy Conference, American Marketing Association (2014), “Privacy is Dead. Long Live Privacy.”

36th Annual ISMS Marketing Science Conference, American Marketing Association (2014), “Consumer Privacy: A Sheep in Wolf’s Clothing?”

World Marketing Congress: Cultural Perspectives in Marketing, Academy of Marketing Science (2012), “Banking in India: Role of Self-Service Technology,” (with Rajan Saxena and Hufrish Majra)

JOURNAL ARTICLES WITH UNDERGRADUATE STUDENTS IN THE KENNESAW JOURNAL OF UNDERGRADUATE RESEARCH:

Lott, J., Sinha, M. (2019). M-Pesa’s Failure in India: Why couldn’t Vodafone replicate its Kenyan Success? An International Marketing Case Study. 6(2), Article 2, https://digitalcommons.kennesaw.edu/kjur/

Wilderman, C., Sinha, M. (2019). Namaste in the USA: The Growing Pains that Traditional Yoga Faces in America – An International Marketing Case Study. 6(2), Article 5, https://digitalcommons.kennesaw.edu/kjur/

Amatriain, R., Sinha, M. (2019). TOTO: A Game of Thrones in the U.S.: An International Marketing Case Study. 6(2), Article 3, https://digitalcommons.kennesaw.edu/kjur/

BLOGS @COLES COLLEGE OF BUSINESS

Sinha, M. (2021). The Three “Avatars” of a Study Abroad Program: In Italy, in-Class, and on Zoom. https://coles.kennesaw.edu/research/blog/03-15-2021.php

Sinha, M. (2018). Student Researchers Leave their Mark on Atlantic Marketing Association Conference. https://coles.kennesaw.edu/news/stories/2018-10-12-atlantic-marketing-association-student-research.php

Sinha, M. (2018). Writing Business Case Studies: Teaching the Art and Craft of Storytelling. https://coles.kennesaw.edu/research/blog/03-06-2018.php