Atanu Adhikari

Atanu Adhikari is a marketing professor at the Indian Institute of Management Kozhikode. Professor Adhikari previously worked as a visiting researcher at Syracuse University's Whitman School of Management and as a Commonwealth Academic Fellow at London Business School in the United Kingdom. He was a doctoral fellow of Royal Statistical Society, London. He has taught as an adjunct professor at a number of business schools worldwide, as well as at several IIMs in India. Dr. Adhikari has trained over 15000 middle and senior management executives from Fortune 500 companies, large Indian corporations, and government organisations in executive education and management development. Professor Adhikari has co-authored several books and his work has been published in peer-reviewed academic journals and books by major publishers including Springer, Sage, John Wiley, Cambridge Scholar Press, Gower Publications, and Cengage Learning. Dr. Adhikari has received several awards and honours from national and international organisations, including the Academy of Marketing Science in the United States, the Marketing Management Association in the United States, the EFMD in Belgium, Oikos International in Switzerland, and Ivey Business School in Canada, as well as several international research grants. Professor Adhikari is the author of several case studies that are available through Ivey Publishing and Harvard Business Publishing. They are used in national and international business schools and have been translated into multiple languages.

Education

• 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)

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

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),

Awards

• 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