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Marketing Management

+91-495 2809241


  • Commonwealth Academic Fellow - London Business School, UK
  • Visiting Researcher to Syracuse University, USA
  • PhD (ICFAI University with one year visiting program at Syracuse University, USA)
  • MBA (Gold Medalist, University of Calcutta)
  • BE (National Institute of Technology, Durgapur)

Conferences, Seminars & Talks

Pay What You Think Fair, World Marketing Congress of Academy of Marketing Science, July 2013

Pricing of a perishable products, (with Manpreet Gill), 5th Great Lakes NASMEI marketing conference, 29th and 30 December 2011

Bargaining behaviour in family buying decision, (with A K Rao), international conference in marketing (Marcon) at Indian Institute of management Calcutta, December 27-29, 2010

Pricing of Experience Product under Consumer Heterogeneity, (With Amiya Basu and S P Raj), 2010 Pricing Conference, Babson College, Boston, August 11 - 13, 2010

Modeling optimum Cognitive and affective Ad content to maximise purchase intention (with Manpreet Gill), 32nd INFORMS Marketing Science Conference, Cologne, Germany, June 16-19, 2010

Hierarchical Bayes Analysis with Segment Level Hyper-parameter: Application and Performance through Sample Survey, in Sample Survey and Bayesian Statistics, University of Southampton, Southampton, UK, August 26 - 30, 2008

Split Prior Technique in HB Application, Annual conference of Royal Statistical Society, University of Nottingham, UK September 1 - 5, 2008.

Use of segment level prior hyperparameter in Bayesian analysis for behavioral research, paper presented in 7th World congress in probability and statistics at National University of Singapore on July 14 - 19, 2008

Pricing of Experience Product under Individual Budget Constraint - An Hierarchical Bayes Model, paper presented at Seminar on Bayesian Inference on Econometrics and Statistics at University of Washington. St. Louis on May 4-5, 2007

Pricing of Public Services in Public Private Partnership, International Conference on PPP, IIM Bangalore

Academic Positions

Chairman - Executive Post Graduate Program

Chair - Marketing Area

Associate Editor - Management and Society

Reviewer of journal Cornell Hospitality Quarterly

Review board in Journal of Agribusiness in Dvelopingand Emerging Economies

Significant Publications

Honda Motors CB 350 – Stretching Product Line to Upmarket , Case Studies, 2022

Ola Scooter – The first mass market electric automobile , Case Studies, 2022

Blinkit – Grofers’ Instant Commerce With 10-minute Delivery , Case Studies, 2022

Lenskart – Providing ‘Vision to India’ , Case Studies, 2022

Differentiating Subjective and Objective Product Attributes For Pricing Experience Products: , Working Paper, 2012

Micro Modeling of Individual Level Information Seeking Behavior: A Heterogeneity Specific Study , Working Paper, 2012

The effects of economic and time resources: an Inter-individual analysis of information seeking , Working Paper, 2012


Winner in ISB-IVEY Global Case Competition 2013 in Marketing Category.

Runners-up in EFMD 2012 Case Writing Competition. in Indian Management issues and Opportunities category from EFMD, Belgium

Selected as Emerging Scholar in 2011 by Academy of Marketing Science, USA

Runners-up in 2009 Oikos Global Case Writing Competition held at Switzerland

Received 2007 Meritorious Teaching Award from Marketing Management Association, USA

Received EFMD 2006 Case Writing Competition.Best case Award in Transitory Economy category from EFMD, Belgium

Received Gold Medal in MBA from IISWBM, Calcutta University

Received National Scholarship for securing high rank in Std. XII examination

Research Areas

Advertised reference price and sales price as anchors of the latitude of expected price and its impact on purchase intention (with Sinha, R., 2017), forthcoming in European Journal of Marketing (A*)doi/abs/10.1108/EJM-03-2016-0177

Micro Modelling of Individual Traveller Information Seeking Behaviour: a Heterogeneity Specific Study (with M. Chakrabarty Adhikary), 2017, Current Issues in Tourism journal (A)

Proactive Market Orientation and Innovation in India: The Moderating Role of Intra-Firm Causal Ambiguity (with Lakshman Chandrasekhar and Rajeev Kumra, 2016), Journal of Management and Organization, Cambridge University Press, Forthcoming

Goal Congruence in Hedonistic and Utilitarian Reasons for Purchase and Features of a Product ( with Jha, S. 2016). South Asian Journal of Management, 23(2), 72.

Textbook 'MR - Marketing Research (4 LTR)', with Brown, J Tom and Suter, A. Tracy, Cengage Learning, 2016.

Differentiating Subjective and Objective Features of Experience Product to Estimating Price Premium, Forthcoming in Journal of Travel Research (A* Category ABDC)

Appraisal of literature on customer experience in tourism sector: Review and framework (with Saurabh Bhattacharyya, 2015), Current Issues in Tourism journal (A Category), 2015, DOI:10.1080/13683500.2015.1082538

Pricing of Experience Product under Consumer Heterogeneity (with Basu A K and Raj S P), 2013, International Journal of Hospitality Management (A* Category ABDC), Vol 33: 6-18.

Individual preference and bargaining behavior in family buying decision of restaurant services (with Rao A K), 2013, Cornell Hospitality Quarterly (A Category ABDC), 54 (3), 248-261.

Impact of resources, capabilities and technology on market orientation of Indian B2B firm (with Manpreet Gill), 2011, Journal of Services Research, Vol 11, No 2.

Textbook 'Business Research Methods' (With Zikmund, Babin, Carr and Griffin), 2013, South-Western, Thomson

Technology Inclination-based Segments of Indian Customers A Adhikari, AK Rao Journal of Creative Communications 1 (3), 219-233

Market orientation when customers seem content with the status quo: observations from Indian agri-business and a case study. SP Raj, A Adhikari, A Lindgreen, MK Hingley, D Harness, P Custance Market orientation: transforming food and agribusiness around the customer

Technology Inclination and Adoption Relationship: An Expository Review and Extension of Mathematical Model6. A Adhikari, AK Rao Innovative technology and globalization, 74

Factors Affecting Technology Adoption in India A Adhikari, AK Rao Global Consumer Behavior, 219-236

Indraprastha Cold Storage Ltd: Value Added Strategy in an Emerging Market (with S P Raj), The case is published by Ivey publication. Case ID number 9B12A055

UTV and Disney: A Strategic Alliance (with Dr R Deshmukh). The case is published by Ivey publishing. Harvard business publishing Case ID number 910M43-PDF-ENG.

ideaForge: Mechanical Charger (with Dr R Deshmukh). The case is published by Ivey publication and distributed through Harvard Business Publishing. Harvard Business Publishing Case ID number W12169 - PDF - ENG

Multimedia field research case Orchid Ecotel (with Dr R Deshmukh). The case is published by Ivey publication and distributed through Harvard Business Publishing. Harvard Business Publishing Case ID number W11394 - PDF - ENG.

Multimedia field research case COMPFED: The Dairy Cooperative Distribution System (with Subhas Jha). The case is published by Ivey publication and distributed through Harvard Business Publishing. Harvard Business Publishing Case ID number W11822 - PDF - ENG

Multimedia field research case on Tata Power: Corporate Social Responsibility and Corporate Sustainability (With Dr. R. Deshmukh). The case received second prize 2009 Oikos International case writing competition in Switzerland. The case published by Ivey publishing and distributed through Howard Business Publishing. Harvard Business Publishing Case ID number 910M13-PDF-ENG

"Edible Agro Products Limited: Delivering Greater Value to the Farmers- (with A Das). Forthcoming in Ivey Publication. This case received best case award in marketing category in ISB-Ivey Global Case Writing Competition, 2013.

Multimedia field research case on "Hero Honda: The "Pleasure- Scooter-, (with Dr. S P Raj), ECCH

Multimedia field research case on Tanishq: Bringing Jewellery to Daily Life (with Deshmukh R),

Current Projects

Marketing of Customer Experience: a Review and Framework (Paper being readied for submission)

Pay What You Think Fair - Buyer Willingness to Pay under No, Part and Full Information of Cost

Measurement of experience product: a scale development and validation (with Anat Keinan and S Bhattacharya)

The effects of economic and time resources: an Inter-individual analysis of information seeking (With M Chakrabarty)

Case Study - Tanishq Mia - Bringing Jwellery to Daily Life

Case Study - Hindusthan Motors: The New Amby

ARP-SP AS ANCHORS OF LATITUDE OF EXPECTED PRICE AND THEIR IMPACT ON PURCHASE INTENTION (with Rajesh Sinha). 1st R&R European Journal of Marketing,paper Revised and resubmitted to

Effect of Intra-organizational Learning on Market Orientation: A study in Tourism Sector, Under review with Annals of Tourism Research


Congruence or Incongruence? Investigating Cognitive and Affective Reasons for Purchase of Tourism Product Being prepared for JTR

Effect of Associated Price Stimuli on Willingness to Pay: A Byesian Approach with Consumer Level Heterogeneity, paper being readied for Journal of Marketing Management

Indian Institute of Management Kozhikode

IIMK Campus P. O, Kozhikode, Kerala, India,
PIN - 673 570


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