Faculty
Mr. Supratim Kundu
Assistant Professor
Alliance School of Business
Supratim Kundu is a fellow of SPJAIN Institute of Management & Research (SPJIMR), Mumbai and an alumni of Indian Institute of Management (IIM) Ahmedabad and Purdue University, USA. His teaching interests include Strategy, Analytics and Quantitative Marketing related courses. His research interests include Innovation, Diversification, E-Commerce, and Consumer Marketing related areas. His research has been published in top-tier management journals (including ABDC A ones). His consulting interests are in Marketing Strategy and Marketing Analytics related domains. He has been invited to present his research in multiple numerous national and international conferences of repute. Furthermore, his expertise is recognized by his role as an ad-hoc reviewer for the Annual Meeting and Conferences of the Academy of Management, USA and the European Academy of Management. He has a dynamic blend of industry and academic experience for around 13 years. He has worked for multiple organizations in IT, Analytics and Consulting sector and have also taught at many prominent and reputed business schools like NMIMS Global, Mumbai, IMT Hyderabad, FLAME University, Pune and others.
Research & Publications (including under reviews)
- Kundu, S, Chakraborty, S. Deciphering the differences between the online consumer reviews among mainstream and niche products: A comparative study of mobile phone category across India and USA. (Under Review).
- Kundu, S (2021). Online Consumer Reviews at the Long Tail, International Review of Business and Economics, 5(2).
- Kundu, S and Chakraborti, S. A (2020). A Comparative Study of Online Consumer Reviews of Apple iPhone across Amazon, Twitter and MouthShut Platforms, Electronic Commerce Research, 1-26. (ABDC – A category).
- Kundu, S and Sundara Rajan (2018). Word of Mouth: A Review of the Role of Spoken Communication in Influencing Consumer Behavior, ASBM Journal of Management, XI (2).1-9. (EBSCOhost)
- Kundu, S and Sundara Rajan (2017). Word of Mouth: A Literature Review, Int J Econ Manag Sci, 6(6), pp. 2-9.
- Kundu, S and Gupta, N (2016). Consumer Behavior towards Purchase of Green Products vis-à-vis Ayurvedic Products, Imperial Journal of Interdisciplinary Research, 3(7), pp. 573-579.
- Kundu, S and Gupta, N (2016), Spice Jet: Recovering the spicy way, The Case Center, Reference no. 516-0089-1 (for case), Reference no. 516-0089-8 (teaching note).
- Kundu, S and Gupta, N (2016), Wrangler Jeep: Launching in India, The Case Center, Reference no. 516-0047-1 (for case), Reference no. 516-0047-8 (teaching note).
Working Research Papers
- Kundu, S, Ray Chaudhuri, B. Prior Performance and Product Diversification Choices: Impact of Market Competitionity across Technological Environments
- Kundu, S, Ray Chaudhuri, B, The Zones of Tolerance, Action and Avoidance: Attainment Discrepancies and Product Diversification Strategy.
- Kundu, S, Ray Chaudhuri, B, How do managers decide on Product Diversification: A Grounded Theory Approach.
- Kundu, S and Chakraborti, S. Word of Mouth Marketing: Understanding in the Current Decade.
- Kundu, S and Kappes, A. Online Consumer Review: The Motivational Perspective.
International Conferences & Proceedings
- Kundu, S., Ray Chaudhuri, B (2023). Prior Performance and Product Diversification: An Indian Perspective. India Strategy Conference 2023. IIM Bangalore from 14 to 17 Dec 2023.
- Kundu, S., Ray Chaudhuri, B (2021). Impact of Competitive Intensity on Product Diversification Choices: Evidences from India. 23rd Annual Convention of the Strategic Management Forum 2021. IIM Nagpur from 27-30 Dec 2021.
- Kundu, S., Ray Chaudhuri, B. (2021). The Dynamics of Firm Performance, Competition and Product Diversification: An Indian Perspective. FORE International Marketing Conference 2021. FORE School of Management, New Delhi from 26-27 Nov 2021.
- Kundu, S., Ray Chaudhuri, B., and Banerjee, R (2021). When yesterday is history, tomorrow may not be a mystery: Impact of Prior Performance on Product Diversification Strategy. 9th AIM-AMA Sheth Foundation Doctoral Consortium, Jagdish Sheth School of Management, Bengaluru from 25-30 Jun 2021.
- Kundu, S., Ray Chaudhuri, B., and Banerjee, R (2020). Product Diversification Strategy: The Behavioral Perspective. EURAM (European Academy of Management) 2020 Annual Conference, Trinity Business School, Dublin from 4-6 Dec 2020.
- Kundu, S (2020). Online Consumer Review at the Long Tail. SIMS 11th Annual International Research Conference (SIMSARC ’20), Symbiosis Institute of Management Studies from 21-23 Dec 2020.
- Kundu, S., Ray Chaudhuri, B., and Banerjee, R (2020). The Behavioral Drivers of Product Diversification Strategy. IIM K Doctoral Symposium 2020 (in lieu of PAN IIM World Management Conference 2020), IIM Kozhikode from 9-11 Dec 2020. Won 2nd runners up best paper award.
- Kundu, S., Ray Chaudhuri, B., and Banerjee, R (2020). The Behavioral Drivers of Product Diversification Strategy. SJMSOM PhD Consortium 2020, IIT Bombay from 21-22 Feb 2020.
- Kundu, S (2019). The Long Tail: Do the niches need a different OCR strategy? IIM Indore - NASMEI Summer Marketing Information Systems Conference Proceedings, IIM Indore from 26-28 July 2019.
- Kundu, S and R, Mahesh (2017). Adoption of Video Calling app: Application of the Unified Theory of Acceptance and Use of Technology, International Conference on Marketing Challenges in Emerging Markets Conference Proceedings, IMT Hyderabad from 9-10 December 2017.
- Kundu, S and Gupta, N (2016). Blogging as a Marketing Tool, International Conference on Digital Disruptions, Trends and Opportunities in Marketing Conference Proceedings, IBS Business School, Mumbai from 11 –12 March 2016.
- Kundu, S and Gupta, N (2016). Consumer Behavior towards Purchase of Green Products vis-à-vis Ayurvedic Products – An Indian Perspective, International Conference on Marketing Challenges in Emerging Markets Conference Proceedings, IMT Hyderabad from 21 – 22 January 2016.
Professional Memberships
- European Academy of Management, Brussels, Belgium.
- American Marketing Association, Chicago, USA
- Indian Academy of Management, IIM A Heritage Campus, Ahmedabad.
