Upadhyaya, Shikha

California State University, Los Angeles

Affiliations

California State University, Los Angeles

College of Business and Economics

Department Of Economics

Department Of Marketing

School Of Business And Economics

Department Of Marketing

NoneUpadhyaya, Shikha is currently serving as a California State University, Los Angeles faculty at California State University, Los Angeles.

Honors

Create free account to unlock more features

Experiences

Create free account to unlock more features

Education

Create free account to unlock more features

Upadhyaya, Shikha

California State University, Los Angeles

You can click a keyword to filter the displayed items

marketing gender studies business public policy intersectionality consumer research social policy race ethnicity identity (social science) deviance (sociology) poverty moral psychology ethnic studies transgender health social identity women's studies african identity business research sociology of religion business excellence business strategy business studies economic systems economic behavior food policy higher education educational strategies urban policy black feminism racial groups black experience racial studies corporate sustainability corporate strategy responsible management education management education sustainable business models institutional economics consumption system food marketing consumer economics stakeholder engagement community practice education social marketing collaborative governance industrial collaboration open collaboration regional collaboration brand equity brand awareness international marketing consumer culture poverty-related policy hair care practices natural ” family well-being intergenerational effects two-generation services consumer response paradigm shift future corporate managers sustainable world implementational fluidity developing country menstrual products consumer vulnerability community-engaged learning strategic recommendations

Notable Scholarly Works

Notable Federal Grants

Collaborators

Critical Connections: Understanding the Complexities of Cross-Sector Collaborations for Transformative Social Impact. Journal of the Association for Consumer Research (2025)

organization studiesglobal strategytransformative social impactcollaborative governancesociologycross-sector collaborationssocial impactsocial changesocial sciencessocial systemsglobal policyindustrial collaborationopen collaborationregional collaborationsocial movementscritical connectionssocial forcesglobalization

Ideological Tensions in the Consumption of Global Brands in an Emerging African Market. Journal of Global Marketing (2025)

emerging african marketglobal strategymarketingconsumer researchglobalizationafrican businessbrand equitybusinessconsumer behaviourbrand awarenessideological tensionsglobal brandsinternational marketingcultureislamic marketingconsumer culturebranding

Achieving Societal Impact Through Community-Engaged Learning: Strategic Recommendations for Integrating Aacsb Societal Impact Standards Into Marketing Courses. Marketing Education Review (2024)

stakeholder engagementcommunity-engaged learningcommunity engagementmarketinghigher educationexperiential learningstrategic recommendationssocial scienceseducationeducational strategiescommunity-engaged researchsocietal impactcommunity practice educationsocial marketing

Exploring Consumer Vulnerability in the Consumption of Menstrual Products: Insights From a Developing Country. Health Marketing Quarterly (2023)

public healthdeveloping countrymenstrual productsmarketingfood systemsconsumer researchconsumption systemconsumer behaviourfood marketingdevelopment economicsglobal healthconsumer economicsfood policynutritionwomen's healthconsumer vulnerability

Valuing Less and Guarding More: Consumption Stewardship in Restricted Contexts. International Journal of Consumer Studies (2022)

Andrés BarriosChristopher P. BlockerShikha Upadhyaya

social sciencesconsumption stewardshiprestricted contextsvalue theorybehavioral sciences

Evolving Two-Generation Services to Disrupt the Intergenerational Effects of Poverty and Promote Family Well-Being. Journal of Business Research (2020)

Shikha UpadhyayaChristopher P. BlockerH. Rika HoustonMarjorie R. Sims

povertybusinessbusiness researchfamily well-beingintergenerational effectstwo-generation servicesjournalism

Policy‐Related Implementational Fluidity in Subsistence Marketplaces. International Journal of Consumer Studies (2020)

institutional economicsimplementational fluidityeconomic systemspublic policyeconomic policyeconomic behaviorlivelihoods

Ambiguity and Misdirection? Bring It on! Lessons About Overcoming From Women Market Traders. (2018)

José Antonio RosaShikha Upadhyaya

gender inequalitywomen market tradersgender studies

Educating Future Corporate Managers for a Sustainable World: Recommendations for a Paradigm Shift in Business Education. On the Horizon The International Journal of Learning Futures (2018)

managementbusiness excellencebusiness strategyparadigm shiftcorporate social responsibilitycorporate sustainabilitycorporate strategyfuture corporate managersbusinessbusiness studiesenvironmental educationresponsible management educationeducationmanagement educationstrategic managementsustainable worldstrategysustainability sciencesustainable business models

“Going Natural”: Black Women’s Identity Project Shifts in Hair Care Practices. Consumption Markets & Culture (2018)

black feminismraceracial groupsblack experienceintersectionalityethnic studiesracial studiessociologyhair care practicesgender studiesnatural ”african american studiestransgender healthsocial identityethnicitywomen's studiesidentity (social science)african identity