Faculty Details

Faculty Detail

Pinaki  Dasgupta

Specialization
:
Marketing
Designation
:
Dean Corporate Relations and Placements
Email
:
pinaki@imi.edu

Pinaki  Dasgupta

  • Ph.D-Banaras Hindu University
  • GCPCL-Harvard Business School
  • MBA- Purvanchal University

Pinaki  Dasgupta

  • Account Executive at DDB Needham Mudra (May 1993-December 1994)

  • Account Head at Rediffusion DY&R (January 1995 - October 1998), New Delhi, handling clients like Bharti Cellular (Airtel), Canon Cameras, U.P. Tourism

  • Assistant Professor, NIILM (November 1998-June 2000) (Marketing Area)

  • Assistant Professor, Indian Institute of Foreign Trade (July 2000-May 2004) (Marketing Area)

  • Associate Professor, Indian Institute of Foreign Trade (May 2004-June 2014 (Marketing Area)

  • Professor, International Management Institute (June 2014 onwards)

Pinaki  Dasgupta

Refereed Publication
  • Chakrabarty, S., Nag, B., Dasgupta, P. and Rastogi, S. K. (2016), Determinants and Relationships in Sectoral Trade: A Bilateral Model for Knitwear Clothing. Thunderbird Int'l Bus Rev. doi: 10.1002/tie.21787,
  • Mathew, Jones and Dasgupta, Pinaki (2014), "Conceptual Construct of the relationship between Antecedents and Consequneces of Need for Uniqueness (NFU) and it's impact on adoloscence consumer decision making process", Journal of Marketing and Communication, Vol 10 No. 1, pp 35-43
  • Gupta, Anupama and Dasgupta, Pinaki (2014) "Association between Sourcing Issues and Logistics Performance Variables in Apparel Exports: An Empirical Analysis of Sourcing Intermediaries", International Marketing and Management Research, Palgrave Pivot, March 2014, ISBN: 978-1-137-41258-4, ISBN10: 1-137-41258-5
  • Dasgupta, Pinaki (2013) "Evaluation of Revenue Model for Social Networking Sites and Implications", Journal of Marketing and Communication, Vol 9 No. 2, pp 10-18
  • Sharma, Ruppal Walia and Dasgupta, Pinaki, (2011) “Impact of Communication Cues on Brand Attitude, and Association with Brand, Across Different Age Groups'' Journal of Marketing Trends, Vol 1 No. 6 Sharma,
  • Ruppal Walia and Dasgupta, Pinaki, (2009), “Marketing to Children: A Planning Framework”; International Journal of Young Consumer Vol. 10 No. 3.
  • Kakiziba, Gozbert and Dasgupta, Pinaki, (2008) “Marketing Communications: How Strategic Advertising Enhances Good Customer Relations and Assures Brand Loyalty – The Case of Celtel, Tanzania”, KCA Journal of Business Management: Vol 1 No.1; ISSN: 2071-2162.
Working paper
  • Gupta, Anupama and Dasgupta, Pinaki, (2012) “Association between Sourcing Issues and Logistics Performance Variables in Apparel Exports: An Empirical analysis of Sourcing Intermediaries, IIFT Working Paper Series-W.P.No. LD-12-15October 2012
  • Dasgupta, Pinaki, (2011), “Implications of Revenue Model for Social Networking Sites and Beyond, IIFT Working Paper Series, No. MA-11-08, Sep 2011  
Books and Edited Books
  • Consumer Behavior by Wayne D. Hoyer University of Texas at Austin, Deborah J. Maclnnis University of Southern California, Pinaki Dasgupta, Indian Institute of Foreign Trade, Biztantra Publishing 2007, 4th Edition
Edited Books
  • “International Business”, edited by Dr. Ravi Shanker and S.K. Verma, IIFT publication, 2005
Case
  • Dasgupta, Pinaki, Gupta, Anupama and Nag, Biswajit, "Is India losing the competitiveness or competition in Apparel Export", The Case Centre, 2017
  • Dasgupta, Pinaki, Nandy, Subarna and Dubey, Richa, "Vani and Amita's Decision Dilemma" The Case Centre, (2017)
  • Mathew Jones and Dasgupta, Pinaki (2015), "The Vanca: Dilemmas of an E-Commerce Entreprenuerial Startup", Ivey Publishing- Ivey School of Business 
  • Dasgupta, Pinaki and Mathew, Jones (2012),"Social Media Marketing at Reebok India- The dilemma of ROMI and beyond" - EMERALD EMERGING MARKETS CASE STUDIES, VOL. 2 NO. 8 2012, pp. 1-19
  • Dasgupta, Pinaki, "Airtel: The Economics of Marketing": Aditya Vikram Birla Centre, London Business School, 2007
Case Studies- Ongoing
  • Is India loosing the Competition or the Competitiveness in Apparel Export? Anupama Gupta, Biswajit Nag and Pinaki Dasgupta
  • Serengeti Breweries: Is Product at the heart of the brand or the brand at the heart of the product? Biswajit Nag & Pinaki Dasgupta
  • Project Sukannya: Experiences from the Pilot Study and after; Pinaki Dasgupta
Occasional Paper
  • India-Italy: Directions in FDI inflows and its impact on the future of trade between two countries: Debdeep De, Alberto Onnetti, Pinaki Dasgupta and Massimo Cortili, Cresit Centre, Insubria University, Sponsored by PWC-Italy, December 2010
Research (Sponsored)
  • Potential of India-ECOWAS Trade and Economic Cooperation: A project of the Ministry of Commerce, Goverment of India (June-July 2013)
  • Review of the Export Promotion Council: Audit of the 17 Export Promotion Councils (EPC) and revisit mandate of the EPC’s for possible revisions in light of the changing business environment and India’s Foreign Trade Policy. A project of the Ministry of Commerce, (April-October 2009)
  • Technology Branding in SME’s: For the DSIT on behalf of CITT: (October 2007-August 2008)
  • Terminal Evaluation of the export promotion schemes of the Development Commissioner(Handicraft), Ministry of Textiles, (May 2006-February 2007)
  • Marketing Audit of the India International Trade Fair-2003 (IITF), a study sponsored by the India Trade Promotion Organisation (ITPO). (November 2003-April 2004)
  • Mid term Evaluation of the export promotion schemes for the Development Commissioner(Handicraft), Ministry of Textiles. (May 2003-March 2004)
  • Marketing Audit of the India International Trade Fair-2002 (IITF), a study sponsored by the India Trade Promotion Organisation (ITPO). The study involved auditing of IITF 2002 and based on primary study suggestions for improvement in future IITF. (November 2002-March 2003)
  • Study on the Management Education Patterns in the Indian Ocean Rim (IOR) countries as a part of the project sponsored by the IORAG, a study which involved studying management education patterns in the 19 IOR countires, namely Australia, Bangladesh, Indonesia, India, Iran, Kenya, Madagascar, Malaysia, Mauritius, Mozambique, Oman, Seychelles, Singapore, South Africa, Sri Lanka, Tanzania, Thailand, UAE and Yemen. (January-March 2002)
  • Study on the Establishment of Warehousing Facilities in Southern Africa: A study sponsored by the Ministry of Commerce (MOC), which involved feasibility study for a proposed warehouse to be set up by the MOC in Durban, Johannesburg or Windhoek. The project involved field visits in the destination countries namely Durban, Johannesburg and Windhoek (Namibia) and in-country desk research and field study in New Delhi and Mumbai. (January-December 2001)
  • Study on the Export Potential of Table Egg in Dubai and Kuwait: A NECC/MOC sponsored project, which involved field visits to the cities of Dubai and Kuwait to assess the export potential of Table egg. The study also involved in-country research in the egg-exporting belts of Hyderabad and Pune to assess the domestic scenario.(July-December 2000)  
Research Projects (Consulting)
  • Ease of Doing Business between India and Pakistan: A Case of Select Imports to India: CII and BHC, Nov 2014-April 2015
  • Understanding purchase behavior of Food Products in Chennai-B&M Hot Breads, May 2014
  • Understanding Beer Consumption Behaviour in Tanzania-An Analysis of Nature of consumption, Changing perception towards brands & Product attributes, Consumer Segmentation and Price Sensitivity- March 2014
  • Integrating IT strategies in Business Strategies- A Sectoral study for Fujitsu Research Institute, January 2014
  • India-Japan CEPA- Firm Specific Collaborations and Strategic Options- ICRIER- January 2013
  • Market Potential Study for Cutting Tools for JK Tools and Files, December 2011-April 2012
  • “Bilateral Investment Flows & Potential Opportunities in Select South Asian Countries” for IFC (World Bank), June-August 2011
  • Fimotech: India-Italy-FDI Strategies: Assessing Green Field Investments and the process of firm Internationalization Strategy, (May 2008- June 2011)
  • Market Potential Study for hand tools for JK Tools and Files, October 2011
  • Apparel Export Promotion Council: Product Development and Marketing strategy framework for 7 select products of AEPC (August 2010-February 2011)
  • Diageo Africa: Market Segmentation and Positioning strategy for the Wine and Spirits Market in Tanzania (July 2010) 
  • Serengeti Breweries Limited: Market Segmentation and Positioning strategy for the Beverage (Beer) Market in Tanzania (February-August 2009)
  • Trade Networking Among Cooperatives: Structural Options for International Cooperative Alliance (ICA)- Geneva. A proposed organizational structure for the regional ICA liaison office to be set up in India, preliminary discussion of which was held in Teheran. (October 2006 and July 2007)
Consultancy:
  • Selected Consultancy in the area of
  • market research studies
    • consumer behavior analysis,
    • consumer scope development,
    • marketing strategy development),
    • interventional strategy for operational issues in Management and discover & diagnostic approach to problem solving.
Some of the companies for whom activities have been undertaken are:
  • Serengeti Breweries Limited,
  • Tanzania Diageo Plc;UK National
  • AEPC (Apparel Export Promotion Council)
  • Maruti Suzuki
  • JK Files and Tools
  • Jubiliant Group
  • CII
  • FICCI
Corporate Training (Areas):  
  • Market entry strategies
  • Managing Brand Architecture
  • Consumer Research: Tools and Methodology
  • Case Based Approach to Teaching
  • Market Identification,
  • Export pricing,
  • Selection of products and markets,
  • Behavioral issues in International Business  
Organisations & Institutions
  • Deloitte Touche Tohamatsu India Pvt. Ltd.
  • Shriram New Horizons
  • TATA Motors
  • The Energy Research Institute (TERI)
  • Swiss Development Corporation
  • International Cooperative Alliance (Singapore)
  • Central Warehousing Corporation
  • PHDCCI
  • FICCI
  • FLO
  • SIDO
  • MSME Development Institute
  • Power Training Institute-Faridabad
  • Bengal National Chamber of Commerce
  • Allahabad University
  • Banaras Hindu University
Professional / Academic Affiliations (Academic)
  • Editorial Advisory Board- 
    • Journal of Small Business and Entrepreneurship Reviewer
    • International Journal of Technology & Marketing- Inderscience Publishers
    • International Journal of Organisational Theory and Behaviour
    • Emerald Emerging Market Case Studies
    • Journal of Consumer Behaviour Association of International Business (AIB)
    • Global Business Review
    • Emerging Economy Studies
PHD Scholars
  • Enrolled- 1, Completed- 5 
Invited Speaker 
  • Deloitte Touche and Tohamatsu India Pvt. Ltd. 
  • Keizai Koho Center Invitation Programme for Indian Scholars at Tokyo, January
  • Keynote speaker at Research Symposium at Brand Asia, Hong Kong; December 2009
  • Basic Aspects of International Trade and the Potential of Inter-Cooperative Trade” at the International Cooperative Alliance Regional Meet at Bali Indonesia, July 2007
  • Basic Aspects of International Trade and the Potential of Inter-Cooperative Trade” at the International Cooperative Alliance Regional Meet at Teheran, March 2007
International Research & Teaching Affiliation
  • Cresit Foundation-Insubria University, Varese, Italy India-Italy-FDI Strategies: Assessing Green Field Investments and the process of firm Internationalisation Strategy, Since 2007-till date
  • Summer School at School of Management Studies,
  • Insubria University, Varese from 2011 onwards teaching course on Innovation Management
  • IFM- Tanzania
  • Aberystwyth Univerisity-United Kingdom
  • Nyenrode University, Netherlands

Pinaki  Dasgupta

Conference Proceedings
  • AIB SE Conference, November 12-14, 2015, Savannah-Georgia, A conceptual framework to evaluate issues and challenges for MNE's during M&A, (With Sriparna Basu-Fore School of Management),2015
  • 2nd Sino India Relations: Change and Development, Chengdu, Sichuan-China, October 26-27 2015, A study on Sino_Indiaa cooperation during building of BCIM Economic Corridor 2015
  • HICL Annual Conference, Sept 24th to 25th 2015, Hamburg, Inland Transportation and Lead Time of Apparel Exports (with Anupama Gupta and Mridula S. Mishra) 2015
  • AIB Annual Conference, June 27th to June 30th 2015, Bangalore, Effect of Outbound Logistics Activities on Delivery Lead Time of Apparel Export Supply Chain (with Anupama Gupta and Mridula S. Mishra)   2014
  • AIB-SE Annual Conference, Oct 23-25, 2014, Miami, FL, Issues and Challenges of Outbound Logistics activities affecting delivery lead time of Indian Apparel Exports: An Empirical Analysis of Logistics Service Providers (with Anupama Gupta and Mridula S. Mishra)
  • 3rd IAM Conference-IIM Ahmedabad, Ahmedabad, December 12-14, 2013, Determinants and Relationships in Sectoral Trade – A Bilateral Model for Knitwear Clothing, (with Chakrabarty, Subhajit; Nag, Biswajit)
  • Sixth Great Lakes-NASMEI Marketing Conference, Great Lakes Institute of Management, Chennai, December 29-30, 2012,
  • Market Mavenism and Consumer Need for Uniqueness: Marketing implications for Brand Advocacy and Innovation Adoption in a Socially Networked World, (with Jones Mathew)
  • 1st International Conference on Management in the New World Order, IIM-Ranchi, August 13-14 2012, Association between Sourcing Issues and Logistics Performance Variables in Apparel Exports: An Empirical Analysis of Sourcing Intermediaries, (with Anupama Gupta)  
  • Audience Measurement Plus 7.0, Advertising Research Foundation, New York, June 27-28th 2012, Empirical Measurement of Return on Marketing Investment (ROMI): A Heuristic Approach (with Biswajit Nag)
  • 1st International Conference in Marketing, IIM Lucknow, January 12-14, 2012, Market Mavenism and Consumer Need for Uniqueness: Marketing Implications on Brand Advocacy and Innovation Adoption in India, (with Jones Mathew)
  • 12th International Conference of the Society of Global Business and Economic Development with the theme of Building Capabilities for Sustainable Global Business: Balancing Corporate Success & Social Good, Singapore at SMU (Lee Kong Chian School of Business), June 2011, Changing facets of FDI and conceptual issues in Internationalisation(with Debdeep De)
  • 9th International Marketing Trends Congress, Venice, January 2010, Impact of communication cues on brand associations and attitudes across different age groups: an experimental analysis (with Ruppal Walia Sharma)
  • 1st International Conference on HR- IES Management college and Research centre at Mumbai, January 2010, Global Managers adjustments to Indian Culture (with Vineet Gupta)
  • 11th International Conference of the Society of Global Business and Economic Development at Slovakia – May 2009, Branding in Small and Medium Enterprises: A Conceptual Model to Manage Branding Initiatives (with Saikat Banerji)
  • 11th Inbush 2009- Marketing Conference; February 2009, Country of Origin: A Branding Approach- The Story of the Indian Tiger Prawn (with Jeeta Udgata and Ruppal Walia Sharma)
  • 1st NASMEI International Marketing conference at Great Lakes Institute of Management-Chennai, December 2007, Emergence of modern retail format and its impact on consumer buying behavior (with Manoj Johri)
  • BITS-MESRA Ranchi, Conference on Advertising, August 2007, Impact factor in media planning (with Ronojit Ghosh)
  • Marketing of Technology Oriented Products and Services in the Global Environment' at the IIM Bangalore, December 27-28, 2002, Branding in the Pharmaceutical Industry: An Empirical Study on the Industry Situation Analysis and Implications for Domestic Brands in Export Markets (with Ajay S. Gaur and Sonjaya S. Gaur)

Pinaki  Dasgupta

Teaching Interest:
  • Brand Management, Consumer Behaviour, International Business, Digital Marketing and Rural Marketing
Research interests:
  • Functional Area: Marketing Strategy, Consumer Behaviour, International Business,  Country-Market Competitiveness
  • Domain Area: Technology (Start-ups) (Auto Component, Textiles), Wine & Spirits, Beer, Handicrafts, SME (Start-ups), Telecom and Pharmaceuticals
  • Country market focus: India, Africa (Tanzania, Kenya, Rwanda, Uganda, particularly)

Faculty and Research

education