Ateeque Shaikh is an Assistant Professor in the area of Marketing & Control at Indian Institute of Management Jammu. Earlier he has worked with National Institute of Bank Management, Symbiosis Centre for Management and Human Resource Development (SCMHRD Pune) and Tata Trusts. His research papers have appeared in Journal of Business & Industrial Marketing, Journal of Retailing & Consumer Services, Marketing Intelligence & Planning, International Journal of Retail and Distribution Management, Benchmarking: An International Journal, Asia Pacific Journal of Marketing & Logistics, The Marketing Review and Sage Business Cases. His research paper was adjudged best paper in the track at 49th Academy of Marketing Conference (2016), UK and at the 6th IIMA (Indian Institute of Management, Ahmedabad) emerging market conference. His research interest are distribution channels, retailing and franchising, digital marketing and customer analytics. Ateeque holds Bachelor of Chemical Technology from Institute of Chemical Technology (ICT (Formerly UDCT), Mumbai) and a Fellow (PhD) from Institute of Rural Management Anand (IRMA), Gujarat.