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Soumya Sarkar
Soumya Sarkar
Assistant Professor (Grade – I)
  • Marketing Management


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

Teaching Areas

  • Marketing Management
  • B2B Marketing
  • Sports and Entertainment Marketing

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
  • Sales Effectiveness
  • Customer Relationship Management
  • Customer Connect through Communication

Research Areas

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

Current Research Interests:

  • Business-to-business Marketing
  • Popular Indian Culture

Professional Affiliation:

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

Publications/ Articles/ Cases

    Refereed Journals:
  • 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. Online.
  • 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.
  • 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., 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.
  • Sarkar, Soumya & Bakshi, Madhupa (2019). 6 Ballygunge Place: Has the Brand Reached Its Destination? Ivey Case Publishing. Available online at
  • Roy, Subhadip & Sarkar, Soumya (2014). Parul's Profit Predicament: Growth and Branding Challenges of a Publisher. Ivey Case Publishing. Available online at
  • Sarkar, Soumya & Shah, Ami (2014). Marketing of a Bollywood Film: Ankur Arora Murder Case. Ivey Case Publishing. Available online at
  • Book Chapters:
  • 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
  • Other articles:
  • 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


  • 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.