Doctoral Researcher (Marketing)
BA in Economics (Delhi University, New Delhi, India)
MBA in International Marketing (Staffordshire University, Stoke-on-Trent, UK)
Originally from India, Divya Lakshmi Mahalingam, a Ph.D Research Scholar, looks back to her pre-university years where she was introduced to Management stream for the first time; it indubitably became the fascinating subject to her as she decided to specialise in later at the University research level in order to positively respond to an ever-expanding world of business.
The undergraduate degree in Economics at Delhi University, India gave her great exposure to a wide variety of business related courses and it’s relevant to market driven economy.
She started her career as a Marketing Officer in DBA Institutions, India. Later she took over the responsibility of an Academic Counsellor, getting an opportunity to work with senior Indian and overseas professors to undertake various research and teaching related activities.
She came to England in 2007 to do her regular MBA Program from Staffordshire University and International Marketing was her core study area. The diversity of this global program attracted her and up till now she has been able to augment her knowledge and expertise in emerging research areas centring on retail marketing, consumer buying behaviour and marketing strategies.
The competitive performance of an organisation, technological impact, socio-economic changes, product demand and acceptance all form an inherent understanding of how the environment affects the functioning of a company and how the company affects its environment. This fact of management science focusing on magnitude of organised retail marketing sector and consumer behaviour intrigues her and she started to fortify herself as a doctoral research scholar in the said area and have a wider conception of a continuously evolving global market place.
Research / academic interests
Retail Innovation and Business in Indian Market Driven Economy
Trends in Consumerism and Buying Behaviour of Modern Indian Consumers
Marketing Strategies of Organised Retail Sector in Emerging Indian Market Segment
Being an academic staff in DBA Institutions in India she involved in preparing institute’s academic schedule, documenting academic materials for graduate programs, delivering annual teaching plan, preparing subject teaching notes, organising subject seminars besides working as an academic tutor in the field of management science closely with teaching and research staff. Further she has also shouldered various responsibilities for organising research oriented seminars and academic meets with the guidance of seasoned Indian and overseas professors, followed by preparing analytical report about these corporate sponsored events for further follow up action.
When she was working in international office of Staffordshire University in UK, her commitment towards marketing of graduate programs, management of academic activities, and providing teaching and research support to fellow academicians was very well appreciated by all.
Other professional appointments
She had been appointed as an Academic Counsellor by DBA Institutions in India and worked for about two years in the institute.
She had been appointed as an International Students Executive by Staffordshire University in UK and worked more than two years in the university.
She has been working for more than two years in the field of organised retail sector and its role in transforming the buying behaviour of the consumers. The scope of her research work included retail innovation, market entry strategies of retail chains, impact of organised retail sector on consumer behaviour and transformation of consumerism in the free market economy. The outcome of her research work on the said field has already been presented in many seminars and workshops but her work in the form of publishing the same on different fact of the above stated research area is in the final stage of publication.