'%3e%3cpath%20d='M29.5529%2025.4577C28.9763%2024.0918%2028.1395%2022.8511%2027.0891%2021.8047C26.0419%2020.7553%2024.8014%2019.9186%2023.4361%2019.3408C23.4239%2019.3347%2023.4116%2019.3317%2023.3994%2019.3256C25.3039%2017.95%2026.5419%2015.7092%2026.5419%2013.1812C26.5419%208.99325%2023.1487%205.6001%2018.9608%205.6001C14.7729%205.6001%2011.3797%208.99325%2011.3797%2013.1812C11.3797%2015.7092%2012.6177%2017.95%2014.5222%2019.3286C14.51%2019.3347%2014.4977%2019.3378%2014.4855%2019.3439C13.116%2019.9216%2011.8871%2020.7501%2010.8325%2021.8078C9.78311%2022.8549%208.94642%2024.0954%208.36866%2025.4607C7.80106%2026.7974%207.49494%2028.2304%207.46687%2029.6823C7.46606%2029.7149%207.47178%2029.7474%207.4837%2029.7778C7.49563%2029.8082%207.51351%2029.8358%207.5363%2029.8592C7.55909%2029.8826%207.58633%2029.9011%207.6164%2029.9138C7.64648%2029.9265%207.67879%2029.933%207.71142%2029.933H9.54556C9.68007%2029.933%209.78706%2029.826%209.79011%2029.6945C9.85125%2027.3346%2010.7989%2025.1245%2012.4741%2023.4493C14.2073%2021.716%2016.5092%2020.7623%2018.9608%2020.7623C21.4124%2020.7623%2023.7143%2021.716%2025.4475%2023.4493C27.1227%2025.1245%2028.0703%2027.3346%2028.1315%2029.6945C28.1345%2029.829%2028.2415%2029.933%2028.376%2029.933H30.2102C30.2428%2029.933%2030.2751%2029.9265%2030.3052%2029.9138C30.3353%2029.9011%2030.3625%2029.8826%2030.3853%2029.8592C30.4081%2029.8358%2030.426%2029.8082%2030.4379%2029.7778C30.4498%2029.7474%2030.4555%2029.7149%2030.4547%2029.6823C30.4242%2028.2211%2030.1215%2026.7997%2029.5529%2025.4577ZM18.9608%2018.4391C17.5577%2018.4391%2016.2371%2017.8919%2015.2436%2016.8984C14.2501%2015.9049%2013.7029%2014.5843%2013.7029%2013.1812C13.7029%2011.7781%2014.2501%2010.4575%2015.2436%209.46401C16.2371%208.47052%2017.5577%207.92334%2018.9608%207.92334C20.3639%207.92334%2021.6845%208.47052%2022.678%209.46401C23.6715%2010.4575%2024.2187%2011.7781%2024.2187%2013.1812C24.2187%2014.5843%2023.6715%2015.9049%2022.678%2016.8984C21.6845%2017.8919%2020.3639%2018.4391%2018.9608%2018.4391Z'%20fill='white'/%3e%3c/g%3e%3c/svg%3e)
Prof. Rahul Meena
Jaipuria Institute of Management, Jaipur, India
'%3e%3cpath%20d='M22.1642%2019.0924C21.7317%2018.068%2021.1041%2017.1375%2020.3163%2016.3527C19.5309%2015.5656%2018.6006%2014.9381%2017.5766%2014.5048C17.5674%2014.5002%2017.5582%2014.4979%2017.5491%2014.4933C18.9774%2013.4616%2019.9059%2011.7811%2019.9059%209.88504C19.9059%206.74408%2017.3611%204.19922%2014.2201%204.19922C11.0792%204.19922%208.53429%206.74408%208.53429%209.88504C8.53429%2011.7811%209.46282%2013.4616%2010.8912%2014.4956C10.882%2014.5002%2010.8728%2014.5025%2010.8636%2014.5071C9.83652%2014.9404%208.91487%2015.5617%208.1239%2016.355C7.33685%2017.1404%206.70933%2018.0707%206.276%2019.0947C5.85031%2020.0972%205.62072%2021.172%205.59967%2022.2609C5.59905%2022.2853%205.60335%2022.3097%205.61229%2022.3325C5.62123%2022.3553%205.63465%2022.376%205.65174%2022.3935C5.66883%2022.4111%205.68926%2022.425%205.71182%2022.4345C5.73437%2022.444%205.7586%2022.4489%205.78308%2022.4489H7.15868C7.25956%2022.4489%207.3398%2022.3686%207.3421%2022.2701C7.38795%2020.5001%208.09868%2018.8425%209.35506%2017.5861C10.655%2016.2862%2012.3814%2015.5709%2014.2201%2015.5709C16.0588%2015.5709%2017.7852%2016.2862%2019.0852%2017.5861C20.3415%2018.8425%2021.0523%2020.5001%2021.0981%2022.2701C21.1004%2022.3709%2021.1807%2022.4489%2021.2815%2022.4489H22.6571C22.6816%2022.4489%2022.7058%2022.444%2022.7284%2022.4345C22.751%2022.425%2022.7714%2022.4111%2022.7885%2022.3935C22.8056%2022.376%2022.819%2022.3553%2022.8279%2022.3325C22.8369%2022.3097%2022.8412%2022.2853%2022.8406%2022.2609C22.8176%2021.165%2022.5907%2020.0989%2022.1642%2019.0924ZM14.2201%2013.8284C13.1678%2013.8284%2012.1773%2013.418%2011.4322%2012.6729C10.6871%2011.9278%2010.2767%2010.9374%2010.2767%209.88504C10.2767%208.83271%2010.6871%207.84227%2011.4322%207.09715C12.1773%206.35204%2013.1678%205.94165%2014.2201%205.94165C15.2724%205.94165%2016.2629%206.35204%2017.008%207.09715C17.7531%207.84227%2018.1635%208.83271%2018.1635%209.88504C18.1635%2010.9374%2017.7531%2011.9278%2017.008%2012.6729C16.2629%2013.418%2015.2724%2013.8284%2014.2201%2013.8284Z'%20fill='%238590A2'/%3e%3c/g%3e%3c/svg%3e)
Co-authors
Following
Followers
Research Focus & Metrics
Explore full metrics on Scilit
Academic Career Length
5Years (2022-Present)
(Calculated once Scilit publication data is synced: current year − year of first publication + 1)
Representative Publications
View All Publications12 December 2022 in Journal of Retailing and Consumer Services
Journal Article
RMRahul Meena
Rahul MeenaSSSamar Sarabhai
Samar Sarabhai
17 March 2025 in Annals of Operations Research
Journal Article
RMRahul Meena
Rahul MeenaSSSaumyaranjan Sahoo
Saumyaranjan SahooAMAshish Malik
Ashish Malik
Satish KumarMNMai Nguyen
Mai NguyenJournal Article
PTPrasoon Mani Tripathi
Prasoon Mani TripathiVCVarun Chotia
Varun ChotiaUSUmesh Solanki
Umesh SolankiRMRahul Meena
Rahul Meena
Vinay KhandelwalThe purpose of this article is to examine the academic literature about the function, structure, calculation, and weaknesses of economic value added (EVA). EVA has been used as a measure of economic profit and captures the inadequacies of using traditional rates of return. In addition, this article tackles the main residual earnings (RI) modifications used to calculate EVA. A keyword search for publications was conducted in early 2022. This study couples an inferential analysis with descriptive analyses of the existing research. The articles were sorted into different clusters based on bibliographic coupling analysis. This study identifies the main areas and current dynamics of EVA research while evaluating the quality and impact of the scientific output. Three broad themes emerged from the analysis of the cluster related to the use and application of EVA: residual income and valuation, financial performance, and performance management. In doing so, we hope to enhance the understanding and contributions of EVA research to advance its theory and practice.
20 July 2022 in Journal of Marketing Communications
Journal Article
DSDaneshwar Sharma
Daneshwar SharmaRMRahul Meena
Rahul MeenaThe research studies the impact of the COVID-19 pandemic on the message strategies of TV advertisements. Taylor’s Strategy Wheel and narrative transportation theory are used as frameworks to study the impact of the pandemic. The consumers’ lived experiences, behaviors, habits, and preferences have been impacted by the pandemic and the subsequent lockdowns, and the restrictions on the movements. The research study analyses TV advertisement (n = 993) from various Indian TV channels to understand the use of various message strategies by various industries in projecting this new normal of the post-pandemic world. The results show that the informational strategy with the storytelling technique of the narrative transportation theory was used by most advertisers. Interestingly, the majority of new advertisements (n = 455, 60%) did not refer to the COVID-19 pandemic in their message and did not consider the pandemic as part of their long-term brand communication strategy.
27 August 2024 in Journal of Marketing Communications
Journal Article
RMRahul Meena
Rahul MeenaSSSamar Sarabhai
Samar Sarabhai
19 November 2025 in Business Strategy and the Environment
Journal Article
SSSaumyaranjan Sahoo
Saumyaranjan SahooACAnkur Chauhan
Ankur ChauhanRMRahul Meena
Rahul Meena
V. G. VenkateshAbout Me
After completing B.E (Hons.) in computer science and PGDM from IIM Calcutta in 2010, joined CEAT Ltd. as a Management trainee. Upon completion of traineeship handled P&L role of Regional Manager (Punjab and J&K) for 1.5 years, promoted to Category Manager - Last Mile segment (All India) in Mumbai. Moved to Airtel as ZSM (Zonal Sales Manager) rural handling prepaid business in Nagaur district of Rajasthan in 2012. Promoted to ZSM urban (Prepaid and postpaid) and then to PM (Product Manager) for the prepaid business of entire Rajasthan in 1.5 years. Managed the entire Rajasthan portfolio of Microsoft handsets and accessories under the HCL infosystem for 6 months. Decided to pursue my dream venture for 13 months but failed miserably in 2016. Joined Strategy and Operation head for Welkin Telecom Infrastructure (3rd party telecom vendor) at Kolkata in 2016 handling active and passive portfolio, having Airtel, Vodafone, Ericsson, Indus etc. as clients. Finally decided to take a break due to health and family by coming back to Jaipur. In this break from 2019 started and successfully operated my marriage venue for 1.5 years during Covid, finally leasing it out. Also joined as Assistant professor (Marketing) at Jaipuria Institute of Management and simultaneously enrolled in FPM (pursuing) and cleared UGC NET in 2022 (all India eligibility test to apply for assistant professor in Government University). Having completely rejuvenated & the family settled in Jaipur, ready for the corpora