His research interest includes Marketing Strategy, Consumer, Industrial and Services Markets; Markets for Hi-tech Products and Branding. He was a visiting scholar at the Amos Tuck Business School, Dartmouth, US (an Ivy League School), during February-June 2002, pursuing collaborative research with Professor Kevin Lane Keller. He is currently actively involved in research on the impact of branding in different domains like IT and B2B marketing. His international publications include contributions to the Journal of Services Marketing, Business Horizons and Journal of Business-to-Business Marketing.
Dr. Moorthi teaches Brand Management, Creative Marketing and other marketing courses. His areas of interest include Marketing Strategy (consumer, industrial and services markets), Markets for Hi-tech Products and Branding. He has conducted training programmes for several reputed Indian and multinational companies.
Dr. Moorthi worked for several years in the industry in varied fields like Production Planning, Oil Exploration, Mechanical Design, Systems Analysis, Software Development etc. He has also consulted for organizations abroad like Industry Canada and IBM.
- He was awarded a PhD for his thesis ‘Brand Success Evaluation in Selected Personal Care Products’. The thesis studied 73 personal care brands from the Indian market.
- His case, ‘The Segmentation of the Indian Watch Market,’ was one of the three cases chosen for a round table discussion at the Asian Case Research Journal’s Conference, Singapore, July 2000.
- His book ‘Brand Management – The Indian Context’ was awarded the Escorts-DMA Award in 1999-2000 and NOCIL-ISTD Book Award in 2000-2001.
- PhD (Brand Management), Bharathidasan University, India
- MTech, IIT, Madras, India
- PGDM, IIM Bangalore, India