M. Com., Ph. D., FDP (IIMA)
Swimming
Old Hindi and Malayalam Film Songs
Qualifications
Areas Of Expertise
Marketing
Nandakumar Mekoth
Profile & History
Professor Nandakumar Mekoth is professor of marketing and former chair of Fellow Program in Management at Goa Institute of Management. He teaches capstone business simulation at master’s level and a course on writing review papers based on literature at the doctoral level, and has research interests in varied topics in marketing, including services marketing and consumer behaviour.
Professor Nandakumar Mekoth holds a doctorate from the University of Calicut, India, and has completed the Faculty Development Program at the Indian Institute of Management Ahmedabad. He has more than 37 years of teaching and research experience at the master's and doctoral levels. He has successfully supervised more than a dozen doctoral students.
Before joining the Goa Institute of Management in 2020, Professor Mekoth had held several academic and administrative positions at Goa University, including Dean of the Faculty of Management Studies, Head of the Department of Management Studies, Chairperson of the Board of Studies in Management Studies, Member of the Academic Council, and Member of the Court.
He has published nationally and internationally in reputed scholarly journals and has presented papers at conferences organized by premier institutions, including Indian Institutes of Management and international universities and academic bodies abroad. He has also taught at the University of Applied Sciences, Ingolstadt, Germany, under an exchange programme sponsored by DAAD, and at the University of Ravensburg, Germany.
Professor Mekoth has successfully guided many Ph.D. and M.Phil. students in varied topics in multiple domains. He has served as an invited resource person in several research methods workshops and has specialized skills in research methods, including in emerging and cutting-edge areas.
Research
Publications:
| No | Citation | ABDC |
| 1. | Lawrence, J., Manu, C., Mekoth, N., & Khandeparkar, K. (2026). Rethinking sustainability messaging: When and how comparative demarketing outperforms traditional message framing strategies. Journal of Retailing and Consumer Services | A |
| 2. | Joshi, R., Mekoth, N., & Abhinaya, U. (2026). A Mixed‐Methods Exploration of Mobile Payment Resistance at the Bottom of the Pyramid: Understanding the Rural–Urban Dichotomy. International Journal of Consumer Studies, 50(2), e70198. | A |
| 3. | Khandolkar, T., Hegde Desai, P., Barpanda, S., & Mekoth, N. (2025). Building social media brand engagement: The role of content quality, source credibility, and customer-based brand equity. Journal of Promotion Management, 31(6), 975-997. | B |
| 4. | Naik, S., Mekoth, N., Abhinaya, U., Koloth, S., & Balasubramanyam, P. (2025). Evaluating tourism-led development and development-led tourism models: Socioeconomic and environmental perspectives in emerging economies. Journal of Policy Research in Tourism, Leisure and Events, 1-22. | B |
| 5. | Vasist, P. N., Krishnan, S., Azad, N., & Mekoth, N. (2025). A Comparison of ‘Organizing Forces’ on Reddit and YouTube Networks: Insights From the France Riots of 2023. Information Systems Frontiers, 1-16. | A |
| 6. | Mekoth, N., Koloth, S., & Thomson, A. R. (2024). Segmentation based on attitude: a cultural tourist dichotomy. Anatolia, 35(4), 804-816. | B |
| 7. | Jog, D., Jena, S. K., & Mekoth, N. (2024). Stakeholder responsible behavior in tourism: scale development and validation. Tourism Analysis, 29(1), 47-67. | A |
| 8. | Lawrence, J., & Mekoth, N. (2023). Demarketing for sustainability: A review and future research agenda. International Journal of Consumer Studies, 47(6), 2157-2180. | A |
| 9. | Sony, M., & Mekoth, N. (2016). The relationship between emotional intelligence, frontline employee adaptability, job satisfaction and job performance. Journal of Retailing and Consumer Services, 30, 20-32. | A |
| 10. | Paul, J., Sankaranarayanan, K. G., & Mekoth, N. (2016). Consumer satisfaction in retail stores: Theory and implications. International Journal of Consumer Studies, 40(6), 635-642. | A |
| 11. | Barnabas, N., & Mekoth, N. (2010). Autonomy, market orientation and performance in Indian retail banking. Asia Pacific Journal of Marketing and Logistics, 22(3), 330-350. | A |
| 12. | Kurian, J., & Mekoth, N. (2019). Deconstructing coping using cognitive influences on ability groups. Studies in Higher Education, 1-12. | A |
| 13. | Mekoth, N., Prabhudesai, R., & Tari, S. (2025). Implications of HR managers' green attitude: a study of Indian hospitality sector. Journal of Organizational Effectiveness: People and Performance, 12(1), 91-104. | B |
| 14. | Mekoth, N., Thomson, A. R., & Unnithan, A. (2023). The mediating role of satisfaction on the relationship between professionalism and employee continuity in hospitality industry. Journal of Quality Assurance in Hospitality & Tourism, 24(4), 477-503. | B |
| 15. | Thomson, A. R., & Mekoth, N. (2023). COVID-19 and the Suspension, Relapse and Continuation of Casino Gambling: Learning Theories at Work. Journal of Gambling Issues, 51. | B |
| 16. | Mekoth, N., Koloth, S., & Thomson, A. R. (2024). Segmentation based on attitude: a cultural tourist dichotomy. Anatolia, 35(4), 804-816. | B |
| 17. | Naik, S., Mekoth, N., Abhinaya, U., Koloth, S., & Balasubramanyam, P. (2025). Evaluating tourism-led development and development-led tourism models: socioeconomic and environmental perspectives in emerging economies. Journal of Policy Research in Tourism, Leisure and Events, 1-22. | B |
| 18. | Sony, M., & Mekoth, N. (2019). The relationship between workplace spirituality, job satisfaction and job performance. International Journal of Process Management and Benchmarking, 9(1), 27-46. | C |
| 19. | Sony, M., Mekoth, N., & Therisa, K. K. (2018). Understanding nature of empathy through the lens of service encounter: a phenomenological study on FLE's. International Journal of Productivity and Quality Management, 23(1), 55-73. | C |
| 20. | Mekoth, N., & Thomson, A. R. (2018). Food Preferences and Culture: The Influence of Nationality and Religion Among Tourists Visiting Goa. Tourism Culture & Communication, 18(3), 191-204. | C |
| 21. | Sony, M., & Mekoth, N. (2017). The mediation role of frontline employee adaptability between service orientation and job outcomes: evidence from Indian power sector. International Journal of Business Excellence, 11(3), 357-380. | C |
| 22. | Sony, M., & Mekoth, N. (2017). Workplace spirituality, frontline employee adaptability and job outcomes: an empirical study. International Journal of Process Management and Benchmarking, 7(4), 437-465. | C |
Recent Conferences:
- BAM 2025 Doctoral Symposium - Kent Business School, University of Kent, United Kingdom
- 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 - MDI Gurgaon
- 9th International Conference of Marketing, Strategy and Policy 2025 Centre for Sustainable Business Transformations Bournemouth University Kingston University London
- 4th International Marketing Conference (iMarC-IV) 2025 - IIM Shillong
- The European Marketing Academy Conference (EMAC 2025), Istanbul, Turkey
Conferences and workshops organized and consultancy:
| Sr No. | Org/Client | Topic of Training/Consulting | Role | Duration of Training |
| 1. | Goa University | Emerging Trends in Management: Focus on Services | Main coordinator | 2 days 2018 |
| 2. | Goa University | One day workshop on paper writing by Prof Justin Paul | Sole coordinator | 3rd August 2018 |
| 3. | Goa University | 2 days workshop on Amos and PLS by Prof A. Unnithan from IIMK | Sole coordinator | 12th and 13th January 2018 |
| 4. | Goa University | 2 days workshop on research methods and data analysis using SPSS | Sole coordinator and Main Resource person | 6th and 7th January 2017 |
| 5. | Goa University | One day workshop on structural equations modeling using Amos by Prof. Unnithan, IIMK | Sole coordinator | 5th November 2016 |
| 6. | Goa University | One day workshop on succeeding in academia as researcher and teacher by Prof. Justin Paul | Sole coordinator | 23rd July 2016 |
| 7. | Goa University | 2 days workshop on research methods and data analysis using SPSS | Sole coordinator and Main Resource person | 11th and 12th March 2016 |
| 8. | Goa University | 2 days workshop on research methods and data analysis using SPSS | Sole coordinator and Main Resource person | 12th and 13th December 2014 |
| 9. | Goa University | Seminar on folklore and tourism for Tourism and hospitality students | One of the co-coordinators | 27th February 2017 |
| 10. | Goa University | User survey and audit of sports facilities | Principal Investigator/ Consultant | 2012 |
| 11. | Goa University | Study on effectiveness of employment training program | Principal Investigator/ Consultant | 2018 |
| 12. | Goa University | Study on effectiveness of employment training program | Principal Investigator/ Consultant | 2019 |
Experience
Professor Nandakumar Mekoth has over 37 years of teaching and research experience in management education. Professor Mekoth was the founder chair of the doctoral program at the Goa Institute of Management. He has also successfully guided and currently guiding doctoral students at the Goa Institute of Management. He has moulded the academic and research career of many of his students by helping them to plan and execute a research strategy, get academic and research collaboration, develop methodological and domain expertise, and develop publication focus.
Before joining Goa Institute of Management, he served as a faculty member at Goa University for over three decades where he held many leadership roles. At Goa University, he held academic and administrative roles including Dean of the Faculty of Management Studies, Head of the Department of Management Studies, Chairperson of the Board of Studies in Management Studies, Member of the Academic Council, and Member of the Court.
He has taught courses in Marketing, Research Methodology, Capstone Business Simulation, and Review Paper Based on Literature. He has also guided Ph.D. and M.Phil. scholars and served as a resource person for many research methods workshops.

