Rahul Kumar Sett

Rahul Kumar Sett
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Rahul Kumar Sett
Area Academic Affiliation Qualification
Marketing Faculty
  • Overview
  • Research & Publications
  • Teaching
  • Training and Consulting
  • Administration

Prof. Sett is a Fellow (Ph.D. Equivalent) of the Indian Institute of Management Ahmedabad (2010). His research is primarily in the areas of strategic marketing, judgment and decision-making, consumer behavior and psychology, application of the real options theory, dynamic capabilities framework, and the working principles of complex adaptive systems in the context of brand management, and pricing.

His teaching interests are primarily in the areas of Strategic Marketing, Pricing, and Brand Management. Prof. Sett applies an integrative approach in his teaching by harnessing precepts from across various disciplines in the management sciences. He also incorporates simulation techniques, and system dynamics modelling techniques in his classroom delivery.

Prof. Sett has conducted management development training programs for both mid-level and senior executives of NTT Docomo Japan, GMR Group, TVS Sundram Fasteners, Reliance Industries, Bharat Electronics Limited, and MOIL. He has worked as a consultant to the Vivaldi Partners Group, New York.

Prior to joining IIM Nagpur, Prof. Sett had worked as an assistant professor of Marketing at the International University of Japan, Graduate School of International Management (2015 to 2016), and the Indian Institute of Management Kozhikode (2010 to 2015), and with Microsoft R&D India Pvt. Ltd. (2004 to 2005), as an engineer. Presently, he is a visiting faculty at the Indian Institute of Management Ahmedabad.

Prof. Sett was awarded the Nehru Fulbright scholarship for postdoctoral research in the area of management in the year 2013. He conducted this research at the Johns Hopkins Carey Business School in Baltimore, USA.

Prof. Sett’s other interests include: Hindustani classical music, physical fitness, and high altitude trekking. He has been to the Mt. Everest base camp (5364m) and has learned to play the sarod under the tutelage of Pt. Buddhadev Dasgupta. He teaches mathematics to children in his spare time.

Research Interest:

Strategic Marketing, Judgment and Decision-Making, Consumer Behavior and Psychology, Application of the Real Options Theory, Dynamic Capabilities Framework, and the Working Principles of Complex Adaptive Systems in the Context of Brand Management, and Pricing.


Sett, R. K. (2020), “Consumers' Guilt Mitigation vis-à-vis Discomfort with Ambiguity,” Marketing Intelligence & Planning, Publisher: Emerald.

Sett, R. K. (2020), “Effects of Inflexible Microcredit Contracts on Impoverished Consumers: A Theoretical Perspective Based on Consumer Psychology,” IIM B Management Review, Publisher: Elsevier.

Sett, R. K. (2018), “Market Orientation–Firm Performance Link in a Dynamic Environment: Looking Inside the Black Box,” Academy of Marketing Science Review, Publisher: Springer.

Sett, R. K. (2015), “Should Flexibility Matter? A Poor Consumer's Perspective of Flexible Micro Loans," IIM Kozhikode Society & Management Review, Volume 4, Issue 2, Publisher: SAGE.

Sett, R. K. (2014), “A Product and a Price Bundle in an Efficient Choice Set: How Do Choice Framing and Goal Orientation Influence Preferences?,” Journal of Marketing Theory and Practice, Volume 22, Issue 3, Publisher: M. E. Sharpe USA.

Sett, R. K. (2012), “Urbanized Young Indians: Are They Goal Oriented?,” Asia Pacific Journal of Marketing and Logistics, Volume 24, Issue 3, Publisher: Emerald.

Sett, R. K., (2017), “HCL Engineering R&D Services: First Flight into the Future,” Ivey Case Publishing. [Nominated for 2017 EFMD Case Competition in the Indian Management Issues and Opportunities Category]

Available at: https://hbsp.harvard.edu/product/W17611-PDF-ENG?Ntt=rahul+sett&itemFindingMethod=Search

Sett, R. K. (2017), “Technical Note on Bundling,” Ivey Case Publishing.

Available at: https://hbsp.harvard.edu/product/W17548-PDF-ENG?Ntt=rahul+sett&itemFindingMethod=Search

Strategic Marketing, Pricing, Brand Management, International Immersion Programme of Japan and France


  • NTT Docomo Japan
  • GMR Group
  • TVS Sundram Fasteners
  • Reliance Industries
  • Bharat Electronics Limited
  • MOIL


  • Consultant to Vivaldi Partners Group, New York (2015-16). Worked on a Brand Repositioning Strategy for a leading Japanese multinational company.

  • Chairperson Indo-Japan Research Center (IJRC), IIM Nagpur
  • Chairperson Students Affairs