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.