Dr. AVINANDAN “Avi” MUKHERJEE Department Chair and ...

Mukherjee, A. and T. Sastry (1996), “Automotive Industry in Emerging Economies: A Comparison of South Korea, Brazil, China
and India,” Economic & Political Weekly, Vol. XXXI, No. 48, Nov, pp. M75-M78.
Mukherjee, A. and A. Ghosh (1996), “Consumer Involvement: The Key to Brand Recall,” Management Review, Vol. 8, No.2, April-
June, pp. 15-22.
Chapters in Edited Books
Mukherjee, A. and C. Peterson (2004), “An Investigation into the Emerging ‘Cybermediary’ Concept,” in A.K. Ray and T. Acharya
(eds.), Information Technology: Principles and Applications, New Delhi: Prentice Hall, pp. 455-471.
Mukhopadhyay, S. and A. Mukherjee (2004), “Standardisation versus Localisation in Advertising (What Strategy for the New
Entrants in the Indian Market),” in R.D. Sharma and H. Chahal (eds.), Research Methodology in Commerce and Management,
New Delhi: Anmol Publications, pp. 152-183.
Choudhury, K., A. Mukherjee and A. Banerjee (2000), “Relationship Marketing Strategies and Customer Perceived Service
Quality: A Study of Indian Banks,” in J.N. Sheth, A. Parvatiyar and G. Shainesh (eds.), Customer Relationship Management,
New Delhi: Tata McGraw-Hill Publishing Co., pp. 451-462.
Nath, P. and A. Mukherjee (2000), “Measuring Service Quality in Engineering Education – Applicability of SERVQUAL,” in M.
Raghavachari and K.V. Ramani (eds.), Delivering Service Quality: Managerial Challenges for the 21 st Century, New Delhi:
Macmillan India Limited, pp. 247-253.
Nagpal, S. and A. Mukherjee (2000), “Distribution Channel Design: The Issue of Market Overlaps,” in B.S. Sahay (ed.), Supply
Chain Management in the twenty-first century, New Delhi: Macmillan India Limited, pp. 257-268.
Mukherjee, A. (1999), “A Typology for Distribution Strategies,” in B.S. Sahay (ed.), Supply Chain Management for Global
Competitiveness, New Delhi: Macmillan India Limited, pp. 695-717.
Humphrey, J., A. Mukherjee, M. Zilbovicius and G. Arbix (1998), “Globalisation, Foreign Direct Investment and the Restructuring of
Supplier Networks: the Motor Industry in Brazil and India,” in M. Kagami, J.Humphrey and M. Piore (eds.), Learning, Liberalisation
and Economic Adjustment, Tokyo: Institute of Developing Economies, pp. 117-189.
Mukherjee, A. (1998), “Entry Strategy of General Motors into India: A Case Study,” in Gerpisa (ed.), The Spaces in the World
Automobile Industry, Paris: International Network, pp. 465-473.
Mukherjee, A. and K. Nagarjun (1998), “Forecasting Demand for Passenger Cars in Emerging Markets,” in Gerpisa (ed.), The
Spaces in the World Automobile Industry, Paris: International Network, pp. 517-531.
Selected full articles published in prestigious Refereed Scholarly Proceedings
Mukherjee, A. (2011), “The Effects of Pharmaceutical DTC Advertising on Patient Compliance: The Moderating Role of Health
Orientation,” in W.J. Kehoe and L.K. Whitten (eds.) Advances in Marketing: Sensory Marketing – The Next Frontier,
Montgomery, AL: Society for Marketing Advances, pp. 190-195.
Chatterjee, P. and A. Mukherjee (2011), “Impact of Online Community Relationship on New Product Recommending Behavior,”
in Stephanie M. Noble & Charles H. Noble (eds.) 2011 AMA Educators’ Proceedings “Marketing 2011: Delivering Value in
Turbulent Times,” Vol. 22, Chicago: American Marketing Association, pp. 588-594.
Mukherjee, A., P.N. Shamdasani and Y.B. Limbu (2010), “Determinants of Brand Equity in Business-to-Consumer Services,” in
W.J. Kehoe and L.K. Whitten (eds.) Advances in Marketing: Going Green – Best Marketing Practices for a Global World, Mobile,
AL: Society for Marketing Advances, pp. 258-261.
Montague, J. and A. Mukherjee (2010), “Marketing Green Products: What Really Matters?” in Richard A. Lord, Susana Yu and
Betsy Lin (eds.) Conference Proceedings for Northeast Business & Economics Association, pp. 433-441.
Mukherjee, A. and P.N. Shamdasani (2009), “Effects of Retail Crowding on Shopping Satisfaction and Patronage Intentions of
Asian Consumers,” in Michael Kamins & Ingrid M. Martin (eds.) 2009 AMA Educators’ Proceedings “Enhancing Knowledge
Development in Marketing,” Vol. 20, Chicago: American Marketing Association, pp. 191-202.
Mukherjee, A. and R. Parekh (2009), “Advances in Telemedicine: A Multimedia-based Texture Recognition Diagnostic System,”
in Jack Newhouse (ed.) Business & Health Administration Proceedings, pp. 88-97.
Coustasse, A., C. Cogar, K. Olmosk and A. Mukherjee (2009), “Pharmaceutical Counterfeiting,” in Jack Newhouse (ed.)
Business & Health Administration Proceedings, pp. 20-27.
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