National/ International Teaching/ Research Experiences
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
Customer Relationship Management
Customer Connect through Communication
Popular Indian Culture
Current Research Interests:
Popular Indian Culture
Marketing Science Institute (MSI)
Associate Member of Indian Institute of Welding (IIW)
Publications/ Articles/ Cases
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 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, 1-12, doi:10.1057/s41299-017-0020-9
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.
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).
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
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.
Ellis, Nick & Sarkar, Soumya (2015). Business-to-Business Marketing: Relationships, Networks, and Strategies. New Delhi: Oxford University Press
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.