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Dr Bidit Lal Dey

Associate Professor of Management

Brunel Business School (Brunel University London)


Bidit is a Reader (Associate Professor) in Marketing and Associate Head of Brunel Business School (Strategy and External Relations). Bidit has 15 years of teaching experience in the UK higher eduction institutions. He has taught international marketing, marketing strategy, marketing management and digital marketing. On several occasions Bidit received best tutor award for high student satisfaction on his modules. Bidit's research is underpinned by his passion to study communities and cultures. He coined and theorised a new concept called ‘digital consumer culture’, introduced a multi-dimensional perspective toward studying acculturation, and developed a novel model of co-creation in emerging economies. Bidit has published 50 journal articles in leading business and management journals, such as: British Journal of Management, Journal of World Business, International Marketing Review; Industrial Marketing Management, Technological Forecasting and Social Change, Journal of Business Research, Information Technology and People; Information Systems Frontier; Journal of Marketing Management and Production, Planning and Control. Bidit guest edited special issues for leading management and marketing periodicals including Technological Forescasting and Social Change and Journal of Marketing Management. Bidit co-edited a monograph for Palgrave Macmillan: ICTs in Developing Countries: Research, Practices and Policy Implications.

Areas Of Expertise

  • Marketing
  • Strategy
  • Brand Management
  • Global Branding
  • International Marketing
  • Marketing Communications & Advertising
  • Digital Marketing
  • Global Business Strategy
  • Business Research

Teaching And Professional Experience

  • Programme Director at Warwick Business School (University of Warwick)
  • Associate Professor at Warwick Business School (University of Warwick)
  • Senior Lecturer at Westminster Business School (The University of Westminster)
  • Chairperson (Marketing Area) at IIM Ahmedabad
  • Assistant/Associate Professor at IIM Ahmedabad
  • Visiting Professor at SDA Bocconi School of Management
  • Visiting Senior Lecturer at Macquarie Graduate School of Management, University of Macquarie (Australia)
  • Visiting Lecturer at ESSEC Business School
  • Asia Group Head (Strategy Planning & Consumer Insights), Coca Cola Ltd.
  • General Manager (Brand & Strategy Insights), Telstra Ltd. Australia
  • Vice President, DDB Mudra Group
  • Senior Account Direct (Australia), Kantar-TNS Ltd.