Our Faculty

Soumya Sarkar

Associate Professor
  • Fellow (Marketing), IIM Calcutta
  • PGDBM, IIM Calcutta
  • BE Metallurgical, Jadavpur University, Calcutta

After making a career in industrial marketing spanning fourteen years, Soumya Sarkar took a break and completed the doctoral program (known as the Fellow Programme) in Marketing from Indian Institute of Management Calcutta. He had also completed his Post Graduate Diploma in Business Management (PGDBM) from IIM Calcutta. He is interested in research in Corporate branding, Reputation, Strategic marketing, Popular culture, and has papers in peer-reviewed journals like Journal of Strategic Marketing, Journal of Brand Management, Marketing Intelligence & Planning, Corporate Reputation Review, among others. He teaches Marketing Management, B2B Marketing and Sports & Entertainment Marketing courses in IIM Ranchi and has also taught previously in IIM Udaipur and XIM Bhubaneswar. He has conducted and taught in management development programmes on topics like sales, B2B marketing, marketing communications, and entrepreneurship. Soumya Sarkar is a Metallurgical Engineer from Jadavpur University and had worked in marketing, sales, research & development, and manufacturing in a global leader of welding products. During this tenure he had been a Product Manager for two diverse product lines, interfaced with field sales team for marketing inputs, interfaced with R&D for product development activities, and had handled end-to-end brownfield expansion and operations of an independent manufacturing line.

Teaching Areas

  • Marketing Management
  • B2B Marketing
  • Sports and Entertainment Marketing


  • Assistant Professor, Xavier University, Bhubaneswar
  • Assistant Professor, Indian Institute of Management Udaipur
  • Product Manager, ESAB India Limited

Training & Consulting Areas

  • Strategic Marketing in Pharmaceutical Industry
  • Sales Effectiveness
  • Customer Relationship Management
  • Customer Connect through Communication

Research Area

  • Strategic Marketing
  • Business-to-business Marketing
  • Branding
  • Popular Indian Culture

Current Research Interests

  • Strategic Marketing in Pharmaceutical Industry
  • Sales Effectiveness
  • Customer Relationship Management
  • Customer Connect through Communication

Professional Affiliation

  • Marketing Science Institute (MSI)
  • Associate Member of Indian Institute of Welding (IIW)


    Refereed Journals:
  • Ponchio, Mateus Canniatti, Soni, Mayank Jyotsna, Singha Mahapatra, Mousumi & Sarkar, Soumya. (2023). Using item response theory in the assessment of the financial well-being scale: An application in Brazil and India. International Journal of Bank Marketing, 41(7), 1671-1692
  • Abraham, Balaji, Sarkar, Soumya, and DasGupta, Krishna (2023). Customer experience in pharmaceutical B2B markets: Perspectives of buyers and sellers. International Journal of Pharmaceutical and Healthcare Marketing, 17(4), 564-584
  • DasGupta, Krishna, & Sarkar, Soumya. (2022). Linking political brand image and voter perception in India: A political market orientation approach. Journal of Public Affairs, 22(51), 1-13.
  • Gupta, Piyush, Pranjal, Piyush, Bera, Sasadhar, Sarkar, Soumya & Sachan, Amit (2021). Performance improvement of supplier-side e-tender driven marketing process. International Journal of Productivity and Performance Management, 70(8), 2032-2051. 
  • Pranjal, Piyush & Sarkar, Soumya. (2021). Marketing measurement: The traditional and the modern – way forward. International Journal of Business Excellence, 24(4), 460-480.
  • Sarkar, Soumya, Chatterjee, Manali, & Bhattacharjee, Titas. (2021). Does CSR disclosure enhance corporate brand performance in emerging economy? Evidence from India. Journal of Indian Business Research, 13(2), 253-269.
  • Pranjal, Piyush & Sarkar, Soumya (2020). Corporate brand alignment in business markets: A practice perspective. Marketing Intelligence and Planning, 38(7), 907-920.
  • Pranjal, Piyush & Sarkar, Soumya (2020). Corporate branding in an emerging business market: A phenomenological perspective. International Journal of Business and Emerging Markets, 12(1), 46-65.
  • Sarkar, Soumya & Bhattacharjee, Titas (2017). Impact of Voluntary Disclosures on Corporate Brand Equity. Corporate Reputation Review, 20, 125-136. 
  • Sarkar, Soumya & Mishra, Prashant (2017). Market orientation and customer-based corporate brand equity (CBCBE): A dyadic study of Indian B2B firms. Journal of Strategic Marketing, 25(5-6), 367-383.
  • Roy, Subhadip & Sarkar, Soumya (2015). To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes. Journal of Brand Management, 22(4), 340-360.
  • Bakshi, Madhupa & Sarkar, Soumya (2015). ‘Crazy Kiya Re’: Explaining the consumption and popularity of Hindi film songs. South Asian Popular Culture (Taylor & Francis), 13(2), 141-153.
  • Sarkar, Soumya & Nayak, Atri (2009). Film Merchandising in India. Globsyn Management Journal, 3(1), 1-10.
  • Conference Proceedings:
  • Majhi, Siddharth G., Dutta, Tanusree, Mukherjee, Arindam, Sarkar, Soumya, & Parasar, Parth R. (2019). Impact of cognitive flexibility on decision making quality: Mediating role of individual ambidexterity. 2019 NeuroPsychoEconomics Conference Proceedings, (ISBN-1861-8243), Editors: Fabio Babiloni, Simona Romani, Rumen Pozharliev, Martin Reimann and Oliver Schilke.
  • Pranjal, Piyush & Sarkar, Soumya (2019). Understanding Corporate Brand Advocates Experiences about Brand Alignment. 2019 AMA Winter Academic Conference, Volume 30 (ISBN-13: 978-0-87757-003-5), Editors: Son K. Lam, Markus Giesler, and Xueming Luo.
  • Pranjal, Piyush & Sarkar, Soumya (2019). Exploring Brand Advocacy in the Business-to-Business (B2B) Context. Proceedings of EMCB 2019 Conference (ISBN: 978-93-5346-669-5), Editors: Abhishek, Bikramjit Rishi, Harvinder Singh, and Sapna Popli.
  • Pranjal, Piyush & Sarkar, Soumya (2018). Brand Alignment in the Business-to-Business (B2B) Context: A Phenomenological Perspective. Proceedings of the 18th Consortium of Students in Management Research (COSMAR-2018) (ISBN: 978-93-88237-25-3), Editors: Shashi Jain and Deepak Chandrashekar.
  • Roy, Subhadip, Sarkar, Soumya & Mishra, Prashant (2018). Intentions to Pursue a Sales Career: Integrating Intentions to Study Sales and Learning Experience: An Abstract. In: Krey N., Rossi P. (eds) Back to the Future: Using Marketing Basics to Provide Customer Value. AMSAC 2017 (ISBN: 978-3-319-66022-6). Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.
  • Sarkar, Soumya & Bhattacharjee, Titas (2016). Does Voluntary Disclosure Influence the Corporate Brand? A Study of Indian B2B Firms. Conference on Brand Management (CBM-2016) (ISBN: 9781786354112), Editor: Editorial Board, CBM-2016, IIT Delhi.
  • Sarkar, Soumya & Sarma, D K (2015). Impact of B2B Customer Satisfaction Parameters on the Share of Wallet. 2015 Academy of Marketing Conference – The Magic in Marketing (ISBN: 9781905952649), Editor: Lisa O’Malley.
  • Sarkar, Soumya & Bakshi, Madhupa (2015). A Study of the Drivers of Marketability of Hindi Film Music in the Indian Context. The European Conference on Media, Communication and Film 2015: Official Conference Proceedings (ISSN: 2188 – 9643).
  • Case Studies
  • Sarkar, Soumya, DasGupta, Krishna & Sen, Baishali. (2023). Suparshwa Swabs India: Growth after Covid-19. Ivey Case Publishing. Available online at https://www.iveypublishing.ca/s/product/suparshva-swabs-india-growth-after-covid19/01t5c00000Dc7XPAAZ
  • Chakrabarti, Dipankar, Kumar, Rohit, Sarkar, Soumya, & Mukherjee , Arindam (2022). A case study: How did IoT start-up Distronix change its business model to sustain growth in the pay-per-use economy. Journal of Information Technology Teaching Cases, 12(1), 65-71. [Scopus indexed]
  • Chakrabarti, Dipankar, Sarkar, Soumya, & Mukherjee , Arindam (2022). Scaling and Internet of Things start-up: Can alliance strategy help? Journal of Information Technology Teaching Cases, 12(1), 43-49. [Scopus indexed]
  • Sarkar, Soumya., Shah, Ami M., & Dutta, Swarup K. (2021). Bollywood in transition: Chiragdeep’s reflection of the film industry. Emerging Economies Cases Journal, 2(2), 79-86. https://doi.org/10.1177/2516604220968537
  • Sarkar. S. & Soni, M. J. (2023). Is Reality less Real? Proliferation of Sports Documentaries in a Locked-down World. In B. Basu, M. Desbordes, & S. Sarkar (Eds.), Sports Management in an Uncertain Environment  (pp. 221-253). Singapore: Springer.
  • Soni, M. J.  & Sarkar. S. (2023). Fan Communities in Online Co-viewing of Sports: Impact of Perceived Needs and Benefits. In B. Basu, M. Desbordes, & S. Sarkar (Eds.), Sports Management in an Uncertain Environment  (pp. 271-291). Singapore: Springer.
  • Dutta, T. & Sarkar. S. (2020). Pattern Thinking: Understanding the Mind of the Consumer. In D. Atli, (Ed.), Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience (pp. 127-145). Hershey, PA: IGI Global.
  • Mishra, Prashant & Sarkar, Soumya (2014). Customer-Based Corporate Brand Equity (CBCBE) In Business-to-Business Firms: An Emerging Market Perspective. In Cheng Lu Wang and Jiaxun He (Eds.), Brand Management in Emerging Markets: Theories and Practice (pp. 73-90). Hershey, PA; IGI Global.
  • Bhattacharjee, Titas, Sarkar, Sarbari, & Sarkar, Soumya (2014). Why a Team of Entrepreneurs Failed to Become an Entrepreneurial Team: A Case Study on Funarena. In G.D. Sardana & Tojo Thatchenkery (Eds.), Strategic Initiatives for Competitive Advantage in the Knowledge Society (pp. 305-309). New Delhi: Bloomsbury India.
  • Books:
  • Ellis, Nick & Sarkar, Soumya (2015). Business-to-Business Marketing: Relationships, Networks, and Strategies. New Delhi: Oxford University Press
    • Edited Books:
    • Basu, Bhaskar, Desbordes, Michel, & Sarkar, Soumya (2023). Sports Management in an Uncertain Environment. Singapore: Springer
    Other articles:
  • Sarkar, Soumya & Tharad, Shreyan (2022). Can Voot Make a Play of Bagging IPL Rights?. The Hindu Business Line (25 June). Available online at https://www.thehindubusinessline.com/opinion/can-voot-make-a-play-of-bagging-ipl-rights/article65561511.ece
  • Pranjal, Piyush & Sarkar, Soumya (2019). Qualitative Consumer & Marketing Research (South Asia Edition) by Russell Belk, Eileen Fischer and Robert V. Kozinets (Book Review). e-Journal of Social & Behavioural Research in Business, 10(1), 78-81.
  • Pranjal, Piyush & Sarkar, Soumya (2019). CEO “branding”: Is it a double-edged sword? Campaign India (May 22). Available online at https://www.campaignindia.in/article/ceo-branding-is-it-a-double-edged-sword/451853.


  • National Talent Search Scholarship, awarded by National Council of Educational Research & Training (Govt. of India), New Delhi, India from 1987-1993
  • Best Professor in Marketing Management – Lokmat National Education Leadership Awards 2014.