About IIFT

Ph.D from Banaras Hindu University,

GCPCL-Harvard Business School

MBA- Purvanchal University

Areas of Interest / Specialization

Teaching Interest:

• Brand Management, Consumer Behaviour, International Business, Innovations Management and BoP 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) 

• Account Head at Rediffusion DY&R advertising agency(1993-2000), New Delhi, handling clients like Bharti Cellular (Airtel), Canon Cameras, U.P. Tourism
• Assistant Professor, Indian Institute of Foreign Trade (2000-2004) (Marketing Area)
• Associate Professor, Indian Institute of Foreign Trade (2004-till date) (Marketing Area)

Refereed Publication

• 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-12-15
  October 2012
• Dasgupta, Pinaki, (2011), “Implications of Revenue Model for Social Networking Sites and Beyond, IIFT Working Paper Series, No. MA-11-08, Sep 2011

 Ongoing Work:

• Mathew, Jones and Dasgupta, Pinaki, “Antecedents and Consequences to Drivers of the Need for Uniqueness (NFU) Personality Trait”.
• Nag, Biswajit and Dasgupta, Pinaki, “Empirical Measurement of Return on Marketing Investment (RoMI): A Heuristic Approach” 

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
• Contributed papers in an edited book titled, “International Business” in Hindi, edited by Dr. Ravi Shanker and S.K. Verma, IIFT publication, 2005

Case:

• 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,
• Airtel: The Economics of Marketing: Aditya Vikram Birla Centre, London Business School

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

Conference Proceedings

• 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)  
• 1^st 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 27-28^th 2012, Empirical Measurement of Return on Marketing Investment (ROMI): A Heuristic Approach (with Biswajit Nag)
• 1^st 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)
• 12^th 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)
• 1^st International Conference on HR- IES Management college and Research centre at Mumbai, January 2010, Global Managers adjustments to Indian Culture (with Vineet Gupta)
• 11^th 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)
• 11^th 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)
• 1^st 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)

     Research (Selected work at IIFT)

1. 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)
2. Technology Branding in SME’s: For the DSIT on behalf of CITT: (October 2007-August 2008)
3. Terminal Evaluation of the export promotion schemes of the Development Commissioner(Handicraft), Ministry of Textiles. (2006). (May 2006-February 2007)
4. Marketing Audit of the India International Trade Fair-2003 (IITF), a study sponsored by the India Trade Promotion Organisation (ITPO). (November 2003-April 2004)
5. Mid term Evaluation of the export promotion schemes for the Development Commissioner(Handicraft), Ministry of Textiles. (May 2003-March 2004)
6. 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)
7. 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)
8. 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)
9. 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 undertaken (personal)

1.  Market Potential Study for Cutting Tools for JK Tools and Files, December 2011-April 2012
2. Three months project titled, “Bilateral Investment Flows & Potential Opportunities in Select South Asian Countries” for IFC (World Bank), June-August 2011
3. Fimotech: India-Italy-FDI Strategies: Assessing Green Field Investments and the process of firm Internationalization Strategy, (May 2008- June 2011)
4. Market Potential Study for hand tools for JK Tools and Files, October 2011
5. Apparel Export Promotion Council: Product Development and Marketing strategy framework for 7 select products of AEPC (August 2010-February 2011)
6. Diageo Africa: Market Segmentation and Positioning strategy for the Wine and Spirits Market in Tanzania (July 2010) 
7. Serengeti Breweries Limited: Market Segmentation and Positioning strategy for the Beverage (Beer) Market in Tanzania (February-August 2009)
8. 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:

International

• Serengeti Breweries Limited, Tanzania
• Diageo Plc; UK

National

• AEPC (Apparel Export Promotion Council)
• Maruti Suzuki
• JK Files and Tools
• Bharti Airtel
• U.P. Tourism
• Andrew Yule

Corporate Training

Trained middle and senior level executives in the areas of:

• Market entry strategies
• Managing Brand Architecture
• Consumer Behaviour and basic marketing 
• 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 Organisational Theory and Behaviour
• Reviewer- Emerald Emerging Market Case Studies
• Course writer and review panel of IGNOU (Rural Marketing and International Business)
• Course Review and writing committee of Wawasan Open University, Malaysia
• PHD Scholars enrolled- 3, completed- 2

Invited Speaker

1. Deloitte Touche and Tohamatsu India Pvt. Ltd. 23^rd May 2012
2. Keizai Koho Center Invitation Programme for Indian Scholars at Tokyo, January 15^th to 19^th 2012
3. Keynote speaker at Research Symposium at Brand Asia, Hong Kong; December 2009
4. Basic Aspects of International Trade and the Potential of Inter-Cooperative Trade” at the International Cooperative Alliance Regional Meet at Bali Indonesia, July 2007
5. Basic Aspects of International Trade and the Potential of Inter-Cooperative Trade” at the International Cooperative Alliance Regional Meet at Teheran, March 2007

Non-Academic

5. Selection Board of Visakhapatnam Port Trust, NISTAD (DST), Kendriya Vidyalaya

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