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Prof. Ansh Gupta

Prof. Ansh Gupta

FPM (Ph.D) IIM Lucknow, B.E Delhi College of Engineering, University of Delhi


Contact: 011-46485526

Total Years of Experience

10 years

Brief description of Experience

Prof. Ansh is a Doctorate (Ph.D.) in marketing from the Indian Institute of Management (IIM) Lucknow. He has done his doctoral dissertation on Green Marketing from consumer behaviour perspective with focus on Green Experience and Green Brand Equity. His research work has been supported by CII - Sohrabji Godrej Green Business Centre. He has been invited to present his research work at various renowned International conferences around the world by some of best institutions such as YALE University (USA), European Marketing Academy (EMAC), Academy of Marketing Science (AMS), University of Lethbridge (Canada), Monash University (Australia), Academy of Indian Marketing, Market Research Society of India (MRSI) among others. He was invited to share his thoughts about sustainable marketing in Blue Economies by ADBI (Asian Development Bank Institute) at Fiji. He has co-authored a book "Decoding Lucknow: Special Issue on Food" published by Centre for Marketing in Emerging Economies at IIM Lucknow.

In the past, he had stints at ALSTOM, The NIELSEN company. He was selected as SUB LIEUTENANT to serve in INDIAN NAVY. He served as manager with Marketing Science (AMAP) team at MillwardBrown where he provided analytics based brand consulting to some of top brands in FMCG, Telecom, and Technology sectors across North America, South America, Europe, Africa, Asia. In his last role Dr. Ansh served as the Marketing Director at BOGATCHI where he took on the challenge to build a great chocolate brand out of the scratch in a highly underserved market like India.

Research Interest Areas

Green and Sustainable Marketing, Consumer Behaviour, Brand Management, Tourism Marketing, Digital and E-commerce Marketing

Consulting Interest Areas

E-commerce and Digital-Marketing, Brand Portfolio Management, Tourism and Hospitality Marketing, Marketing Strategies for New Product Launches, Marketing Research, Consumer Insights and Strategic Brand Positioning

Selected Publications
  1. Gupta,Ansh, Dash, S.B and Mishra Abhishek (2019) :- “All that glitters is not green: Creating trustworthy ecofriendly services at green hotels” Tourism Management (ABDC- A*, Impact Factor- 5.921; SJR- 2.924,5 year Impact Factor – 7.08)
  2. Gupta,Ansh, Dash, S.B and Mishra Abhishek (2019) :- “Self/other oriented green experiential values: Measurement and impact on hotel-consumer relationship” International Journal of Hospitality Management (ABDC- A*, Impact Factor- 3.445; SJR- 1.999,5 year Impact Factor – 4.664)
  3. Mishra A.; Gupta A. (2018), "Green hotel servicescape: attributes and unique experiences", Current Issues in Tourism, Vol. 21, No. 14 (ABDC- A, Impact Factor- 3.395)
  4. Mishra A.; Gupta A. (2019), "Effect of Hotel Green Service Encounters: Evidence from India” Tourism Analysis, Volume 24, Number 4, 2019
  5. Singh, S., Dhir, S., Gupta, A., Das, V.M. and Sharma, A. (2020), "Antecedents of innovation implementation: a review of literature with meta-analysis", Foresight, Vol. ahead-of-print No. ahead-of-print.

Executive Education/MDPs

FORE School of Management has been designing, developing and conducting innovative Executive Education (EE)/ Management Development Programmes (MDPs) for working executives in India for over three decades.