Pinaki  Dasgupta

Specialization
:
Marketing
Designation
:
Professor
Email
:
[email protected]

Pinaki  Dasgupta

  • Ph.D-Banaras Hindu University, 2000
  • MBA- Purvanchal University, 1991-93
  • M.COM- Purvanchal University, 1989-91
  • B.COM- Delhi University, 1986-1989 

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, Indian Institute of Foreign Trade (Nov 1998-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 
  • Dasgupta, Pinaki, Banerji Aishwarya,Gusain Rajiv, Saxena, Utsavi and Jain, Kartik Kumar. (2022). Sentiment Analysis for Car Buying in a Post COVID world. Global Business Review. DOI: 10.1177/09721509221106831

    Dasgupta, Pinaki and Deb, Arnab. (2022) Service Pricing challenges on Shared Platform: Uber India versus Didi Chuxing. The Management and Marketing Journal, Universitaria Press Craiova. DOI: 10.52846/MNMK.20.1.02. 

    Ghai S, Sharma A, Dasgupta P. (2017). Is eating organic a healthy or safer option? Health claims for organic food consumption, food quality and safety – A systematic review Indian J Community Health [Internet].

    Chakrabarty, S., Nag, B., Dasgupta, Pinaki. 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, 10(1), 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, 9(2),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, 1(6).

    Ruppal Walia and Dasgupta, Pinaki. (2009). “Marketing to Children: A Planning Framework”; International Journal of Young Consumer, 10(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, 1(1); ISSN: 2071-2162.


Working Papers

Dasgupta, Pinaki and Deb, Arnab. (2021) Service Pricing Challenges on Shared Platform: Uber India vs Didi Chuxing. Available at SSRN: https://ssrn.com/abstract=

 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 

  • Hoyer, D. Wayne, Macinnis, J., Deborah and Dasgupta, Pinaki. (2008). Consumer Behavior; (4th Ed). Biztantra Publishing (Wiley)

Edited Books
  • Gupta, Anupama and Dasgupta, Pinaki. (2015). Association between Sourcing Issues and Logistics Performance Variables in Apparel Exports: An Empirical Analysis of Sourcing Intermediaries (Ed). Global Business Transcendence- International Perspective Across Developed and Emerging Economies. Spirnger Series in Supply Chain Management. DOI: https://doi.org/10.1057/9781137412591

     

    दासगुप्ता, पिनाकी. (2005). अंतर्राष्ट्रीय व्यवसाय - एक पुनराओ लोकन (Ed). अंतर्राष्ट्रीय व्यापार- अवधारणा, नितिया एवं प्रक्रिया. भारतीय विदेश व्यापार संस्थान (pp: 3-7)

Case
  • Dasgupta, Pinaki, Gupta, Anupama and Nag, Biswajit (2017) "Is India losing the competitiveness or competition in Apparel Export", The Case Centre

    Dasgupta, Pinaki, Nandy, Subarna and Dubey, Richa (2017) "Vani and Amita's Decision Dilemma" The Case Centre

    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. (2007) "Airtel: The Economics of Marketing": Aditya Vikram Birla Centre, London Business School, 2007

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)
  • A Tale of North-South IPR Conflicts and Cooperation: Exploring the interplay of Market Structure, FDI, Imitation, Innovation and IPRs in the Pharma Industry in India and Canada: (A Joint Research using evidence from India and Canada)- SICRG (June 2020-July 2022)

  • Mapping Industry Value Chain for Languishing Handicraft Products - A Study in West Bengal Rural hinterland- Grant in Aid- IMI, New Delhi (October 2017-March 2018) 

  • 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)
  • Mapping Industry Value Chain for Languishing Handicraft Products - A Study in West Bengal Rural hinterland- Grant in Aid- IMI, New Delhi 

  • 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 
  • Cvent India 
  • 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

Dasgupta P., Banerjee S., and Dash S., (2023). Effectiveness of Artificial Intelligence and Machine Learning Tools in Designing Newer Pharmaceutical Communication Channels in Emerging Economies, accepted at 22nd International Marketing Trends Congress, Paris, January, 19-21, 2023. (Forth Coming)

Dasgupta P., & Dash, S.K., (2022). Global Health and Public Policy Imperatives in the Post-Pandemic Times: A Study on the Pharmaceutical Industry from the Global South and Global North" accepted at 8th Global Business Environment (GBE) International Conference on “Paradigm Shift in Business through Agile Practices” jointly organized by IMI Bhubaneswar and EGADE Business School Mexico City, December 09-10, 2022. (Forth Coming)

Dasgupta P., Bhatnagar R., Dash, S.K.,(2022). Livelihood and Livings Standards of Rural Household in Emerging Economies: Evidence from the Rural Clusters of India, accepted at 3rd International Conclave on Globalizing Indian Thoughts - GIT 2022, organized by the Indian Institute of Management Kozhikode, Kerala, India, December 01-03, 2022, IIM Kozhikode (Forth Coming)

Dasgupta P., Dash, S.K., Sasidhar PVK., Banik A.,(2022). Social Protection System at the uncertain time; A retrospective study on social protection measures during COVID 19 Pandemic in an emerging economy like India, accepted at the 2nd International Conference of Development Studies (ICDS). Rethinking the future of Development studies: Lessons from Teaching, Research and Practice; Social Protection System at the uncertain time; IDS: UDSM (in collaboration with Tanzania Development Studies Association (TDSA), December, 01-02, 2022 (Forth Coming)

Dasgupta P., and Dash, S.K.., (2022). Multi-Stakeholder Partnerships and United Nations Sustainable Development Goals - 2030, Agenda in the post-pandemic times: an emerging market case study on the Indian Pharmaceutical Industry presented at 6th International Conference of Marketing, Strategy and Policy (MSP), Newcastle University, November 09-11, 2022

Dasgupta P, Dash S.K., (2022). Non Tariff Measures (NTMs) and Sustainable Development Goals 2030 (SDG-2030) Agenda – an emerging market case study of the Indian pharmaceutical and healthcare industry in the post-pandemic times presented at the 10th Annual International Conference on Sustainable Development (ICSD), September 19 - 20, 2022

Dasgupta P., Dash S.K., Sasidhar PVK., (2022). Social Partnership with Multinational Enterprises (MNEs), and Micro, Small and Medium Enterprises (MSMEs) in post-COVID times in an emerging economy – Integrating volunteering and social entrepreneurship as newer strategic healthcare model to achieve Sustainable Development Goals (SDGs) presented at New Business Model 2022 Conference: Sustainable Business Model Challenges: Economic Recovery and Digital Transformation: Hosted by LUMSA University, Rome.  June, 23-24, 2022

Dasgupta P., and Dash S.K., (2021). Global Value Chain to Regional Value Chain: The New World Order, participated at the International hybrid workshop ’Global Value Chains and Multinational Corporations – how do they relate? Organised by the EADI Working Group ‘Multinational corporations’; Institute of World Economics, KRTK, Hungary and Centre of Excellence ‘Future Value Chains’ of the Budapest Business School, University of Applied Sciences, Hungary. Budapest, Hungary. December, 09- 10, 2021.

Dasgupta P., and Dash. S.K., (2022). Global Value Chain to Regional Value Chain in Post Pandemic Times: a Case based Analysis from the Vaccines Value Chain from India presented at AMA Global Marketing SIG Conference, Crete (Greece).  June 1-2 2022.

Dasgupta P., and Majumdar M., (2021). Intersectionality of Gender, Ecology and Politics: A conceptual analysis of the hindi film ‘Sherni’ presented at 2nd International Conference of Globalising Indian Thoughts, IIM Kozikode. December 16-18 2021.

Dasgupta P., (2021) Roadmap for revival of the informal enterprise in a post Pandemic world, presented at10th Social Business Academia Conference, Nairobi, Kenya. . November 5-6, 2021.

Dasgupta P., Dubey R., and Nandy S., (2018) Exploring the combined effect of shopping values and website atmospherics on online shopping behaviour- the moderating role of perceived risk, presented at 17th International Marketing Trends Conference. ESCP-Paris; January 18-20, 2018.

Dasgupta P., and Deb A., (2017). A comparative study of the Handicraft Sector between India and China. Presented at 4th Sino India Relations: Nexus of Trade, Economic Development and Poverty Reduction, Chegdu-China. Sept 20-21st 2017.

Dasgupta P., and Basu S., (2015). A conceptual framework to evaluate issues and challenges for MNE's during M&A, presented at 4th AIB SE Conference, Savannah-Georgia. November 12-14, 2015.

Dasgupta P., (2015). A study on Sino_Indiaa cooperation during building of BCIM Economic Corridor. Presented at 2nd Sino India Relations: Change and Development, Chengdu, Sichuan-China,  October 26-27 2015

Dasgupta P., Gupta A and Mishra M.S., (2015). Inland Transportation and Lead Time of Apparel Exports. Presented at 10th HICL Annual Conference, Hamburg, Germany September 24 – 25, 2015.

Dasgupta P., Gupta A., and Mishra M.S., (2015). Effect of Outbound Logistics Activities on Delivery Lead Time of Apparel Export Supply Chain.  presented at AIB 2015 Annual Meeting, Bangalore.  June 27- 30, 2015

Dasgupta P., Gupta A., and Mishra M.S., (2014). Issues and Challenges of Outbound Logistics activities affecting delivery lead time of Indian Apparel Exports: An Empirical Analysis of Logistics Service Providers, presented at 3rd AIB-SE Annual Conference, Miami, Florida, October 23-25, 2014.

Dasgupta P., Chakrabarty, S. and Nag, B. (2013). Determinants and Relationships in Sectoral Trade – a Bilateral Model for Knitwear Clothing, presented at 3rd IAM Conference-IIM Ahmedabad, Ahmedabad. December 12-14, 2013.

Dasgupta P., and Mathew J., (2012). Market Mavenism and Consumer Need for Uniqueness: Marketing Implications on Brand Advocacy and Innovation Adoption in India, presented at 1st International Conference in Marketing, IIM Lucknow.  January, 12-14, 2012.

Dasgupta P., and Nag B., (2012). Empirical Measurement of Return on Marketing Investment (ROMI): A Heuristic Approach, presented at Audience Measurement Plus 7.0, Advertising Research Foundation, New York. June 27-28 2012.

Dasgupta P., and Gupta A., (2012). Association between Sourcing Issues and Logistics Performance Variables in Apparel Exports: An Empirical Analysis of Sourcing Intermediaries, presented at 1st International Conference on Management in the New World Order, IIM-Ranchi. August, 13 – 14, 2012.

Dasgupta P., and Mathew J., (2012). Market Mavenism and Consumer Need for Uniqueness: Marketing implications for Brand Advocacy and Innovation Adoption in a Socially Networked World, presented at Sixth Great Lakes-NASMEI Marketing Conference, Great Lakes Institute of Management, Chennai, December, 29-30, 2012.

Dasgupta P., and De D., (2011). Changing facets of FDI and conceptual issues in Internationalisation, presented at 12th International Conference of the Society of Global Business and Economic Development, Singapore, SMU (Lee Kong Chian School of Business).  June 2011.

Dasgupta P., and Walia Sharma R., (2010), Impact of communication cues on brand associations and attitudes across different age groups: an experimental analysis, presented at 9th International Marketing Trends Congress, Venice, .21st – 23rd January 2010.

Dasgupta P., and Gupta V., (2010). Global Managers adjustments to Indian Culture, presented at 1st International Conference on HR- IES Management College and Research Centre at Mumbai. January, 06, 2010.

Dasgupta P., and Banerjee S., (2009). Branding in Small and Medium Enterprises: A Conceptual Model to Manage Branding Initiatives, presented at 11th International Conference of the Society of Global Business and Economic Development, Slovakia. 27-30th May 2009.

Dasgupta P., Udgata J,. and Walia Sharma R., (2009). Country of Origin: A Branding Approach- The Story of the Indian Tiger Prawn, presented at 11th Inbush Marketing Conference. 25-27th February 2009. 

Dasgupta P., and Johri M., (2007) Emergence of modern retail format and its impact on consumer buying behaviour, presented at 1st NASMEI International Marketing conference, Great Lakes Institute of Management-Chennai, December 2007.

Dasgupta P., and Ghosh R., (2007). Conference on Advertising. Impact factor in media planning. Presented at BITS-MESRA Ranchi, August 2007.

Dasgupta P., Gaur A.S., and Gaur S.S., (2002). Branding in the Pharmaceutical Industry: An Empirical Study on the Industry Situation Analysis and Implications for Domestic Brands in Export Markets, presented at Marketing of Technology Oriented Products and Services in the Global Environment' at the IIM Bangalore.  December 27-28, 2002.

Pinaki  Dasgupta

Teaching Interest:
  • Digital Marketing, Marketing Analytics 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)