About Us

Name : Dr. Saikat Banerjee

Function : Professor

Email : saikat@iift.edu


PhD;MBA (Gold Medalist) ;P.G.D.P.R; P.G.D.M&S.M

"Global Business Management Programme" from Thunderbird School of Global Management, Arizona, US

Areas of Interest / Specialization

Brand Management, Consumer Behavior, Marketing Communication.

Work Experience

Currently working with IIFT as  Professor in ‘Marketing’ area from 2018 onwards.

  •     Worked with IIFT as Associate Professor in 'Marketing'area from 2008-2017.
  •           Worked with IIFT as Assistant Professor in ‘Marketing’ area from 2004-2008.
  •           Worked with BCET (affiliated to WBUT-Kolkata) as Assistant Professor.
  •           Worked with JIMS-Delhi (affiliated to G.G.S. Indraprastha University-Delhi) as Sr. Lecturer.
  •           Worked four years in INDUSTRY in different areas of marketing.


  • Resource Person in MDP/Corporate training for organizations like: IPD-Capacity Development Programme in Africa, National Career Service, ITI, CBSE , IFB-Agro, CII, FIEO, MPTRIFAC, DGFT, NSIC, DICS, EPC, Simplex, Maruti Udyog, Exxon Mobil in the area of Brand Management, Cross-Cultural Marketing, Customer Relationship Management.

  • Conducting regular ‘Corporate Training/MDP’ in the area of Marketing for Non-Marketing Executives, Brand Management, Cross-Cultural Marketing.


  • Technology Branding in SME’s: For the DSIT on behalf of CITT.
  • SME Branding.
  • Political Marketing & Branding.
  • Brand Identity, Brand Personalty and Brand Image.
  • Consumer Brand Interface.
  • Brand Culture Fit.
  • Communication Innovativeness and stakeholders response.
  • BPR project of KOPT.


  1. Sarkar. S and Banerjee. S (2019), Brand Co-creation through Triadic Stakeholder Participation: a Conceptual Framework based on Literature Review, European Business Review, Vol 31 No.5, pp. (Forthcoming).{Featured in ABDC Journal Quality List}
  2. Banerjee, S. and Mukherjee,M.P. (2019), Electoral Alliance with Sworn Opponent Political Party: Factors Impacting Voting Intention, Asian Journal of Political Science, Vol 27 No.1,pp 17-44(doi.org/10.1080/02185377.2019.1579105 ), {Featured in ABDC Journal Quality List}
  3. Banerjee, S. and Dash, S. (2018), Disease awareness advertising (DAA) in emerging economy: a comparison between views of consumers and pharmaceutical professionals, Health Marketing QuarterlyVol.35, No. 2, pp.134-150 (doi.org/10.1080/07359683.2018.1490554) {Featured in ABDC Journal Quality List} 
  4. Banerjee, S.(2018), Impact of Food Brand Controversy on Consumers’ Attitude Toward Brand and Company, Journal of Food Products Marketing ,Vol.24 No.4, pp. 413-440; (A Routledge-Taylor & Francis Group publication) (http://dx.doi.org/10.1080/10454446.2017.1285741){Featured in ABDC Journal Quality List} 
  5. Banerjee, S.and Ray Chaudhuri, B(2018), Newspaper & Voting Behavior: A Perspective on Kolkata, Geography & You (The Election Special issue), 1st October-15th October, Vol.18 No.7 (118) 2018 (https://www.geographyandyou.com/shop/articles/newspaper-voting-behaviour-a-perspective-on-kolkata/) 
  6. Banerjee, S.and Ray Chaudhuri, B(2018), Influence of voter demographics and newspaper in shaping political party choice in India: an empirical investigationJournal of Political Marketing, Vol.17 No. 1, pp.90-117.(Accepted author version posted online: 06, Feb 2016. Published online: 15 Apr 2016, A Routledge-Taylor & Francis Group publication); (DOI: 10.1080/15377857.2016.1147513){Featured in ABDC Journal Quality List}
  7. Sayal .A and Banerjee, S. (2017),Factors influencing performance of SMEs: literature review and research propositions for SMEs, The Marketing Review (Westburn Publishers), Vol 17 No.1, pp.3-32 (https://doi.org/10.1362/146934717X14909733966083).{Featured in ABDC Journal Quality List} 
  8. Sayal .A and Banerjee, S. (2017), A Qualitative Study to Explore the Role of Networking for B2B Entrepreneurs in an Emerging Country like India, Journal of Asia Entrepreneurship and Sustainability(RossiSmith Academic Publications, Oxford, UK, ISBN 1177-4541 (print) ISBN 1176-8592), Vol XIII, No. 1, February 2017, pp 73-112. (online at www.asiaentrepreneurshipjournal.com).{Featured in ABDC Journal Quality List}
  9. Banerjee, S.(2016),Influence of consumer personality, brand personality and corporate personality on brand preference: An empirical investigation of interaction effect, Asia Pacific Journal of Marketing and Logistics(An Emerald Group publication), Vol. 28 No.2, pp.198-216.{Featured in ABDC Journal Quality List}
  10. Banerjee, S. and Ray Chaudhuri, B.(2016), Factors responsible behind political brand preference: An empirical study on Indian voters, Marketing Intelligence & Planning (An Emerald Group publication),Vol. 34 No.4, pp.559-582.{Featured in ABDC Journal Quality List}
  11. Roy.D.and Banerjee.S. (2014), Identification and measurement of brand identity and image gap: a quantitative approach, Journal of Product & Brand Management (an Emerald Group publication), Vol.23 No.3, pp.207-219. {Featured in ABDC Journal Quality List}
  12. Banerjee.S.and Ray Chaudhuri.B. (2014), Influence of COO on Product evaluation of Mobile Phones, Journal of Asia Business Studies(an Emerald Group publication), Vol. 8 No.3,pp.209-232.{Featured in ABDC Journal Quality List}
  13. Banerjee.S and Dash. S (2014), Factors Influencing Adoption of E-detailing as a Communication Tool: Views of Physicians of India, International Journal of E-Health and Medical Communications (IGI-Global publication), Vol. 5 No.3, pp.29-39.{Featured in SJR Scimago Journal Rank}
  14. Banerjee.Sand Aneja.A. (2014), Onergy: Developing a Social Entrepreneurship Start-up Brand, Ivey Publishing,  Richard Ivey School of Business Foundation, Richard Ivey Business School, University of Western Ontario, Canada; Product No. 9B13A045, Publication Date: 01/14/2014,  Link: https://www.iveycases.com/ProductView.aspx?id=60746. 
  15. Banerjee.Sand Dash.S. (2013), Effectiveness of disease awareness advertising in emerging economy: Views of health care professionals of India, Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing, Vol. 13 No.4, pp.231-241, doi: 10.1177/1745790413516479, (a Sage UK publication).{Featured in ABDC Journal Quality List}
  16. Banerjee.S. (2013), An Empirical Analysis on Attitude of Indian Consumers towards Packaging & Labelling across Different Product Categories, Journal of Marketing & Communication, Vol. 8 No. 4, pp. 20-30.
  17. Roy.D.and Banerjee.S (2012), Strategic Branding Roadmap for SMEs Operating in Business-to-Business Sector: A Study on Indian Auto Component Sector, Journal of Research in Marketing and Entrepreneurship (an Emerald  Group Publication), Vol. 14 No. 2, pp.142 - 163.{Featured in ABDC Journal Quality List}
  18. Banerjee.S. and Banerjee. A.( 2012), Centuryply: Developing a Powerbrand in a Commoditized Market, Ivey Publishing,  Richard Ivey School of Business Foundation,Richard Ivey Business School, University of Western Ontario,Canada;Product No.9B12A042, Publication Date: 9/05/2012. Link: https://www.iveycases.com/ProductView.aspx?id=55624. 
  19. Banerjee.Sand Dash.S (2011), Effectiveness of e-detailing as an innovative pharmaceutical marketing tool in emerging economies: Views of health care professionals of India, Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing ,Vol. 11 No. 3 pp.204-214 (a Sage UK publication). {Featured in ABDC Journal Quality List}
  20. Banerjee.S.and Dash.S (2011), Factors influencing scope and acceptability of E-detailing as a pharmaceutical marketing communication tool in emerging economies like India: Views of the company personnel, International Journal of Pharmaceutical and Healthcare Marketing, Vol. 5 No. 2, pp. 153-168 (an Emerald Group Publication). {Featured in Scopus Journal Quality List}
  21. Banerjee.S. (2011), Consumer’s Demographic, Self-concept and Level of Involvement in Selection of Caller Ring Back Tones–CRBT, Journal of Marketing & Communication, Vol. 7 No. 2, pp. 13-20.
  22. Roy.D.and Banerjee.S(2010), Understanding the Factors Influencing Consumers’ Selection of Caller Ring Back Tones (CRBT): An Empirical Study,International Journal of Mobile Marketing (Journal of Mobile Marketing Association, NY, USA), Vol.5 No. 1, pp. 164-174.
  23. Banerjee.S. (2010), Study on Consumer Buying Behavior During Purchase of a Second Car,Journal of Marketing & Communication, Vol. 6 No. 2, pp. 4-13.
  24. Banerjee.S. (2009), Marketing Communication through Brand Placement- A Strategic Roadmap,Journal of Marketing & Communication, Vol. 5 No. 2, pp.4-22.
  25. Banerjee.S. (2009), Sugar Free: The Brand Image Makeover, IBAT Journal of Management, KIIT Journal of Management, Vol.6  No.1&2, pp. 90-100.
  26. Banerjee.S. (2008), Dimensions of Indian Culture, Core Cultural Values & Marketing Implications: An Analysis,Cross Cultural Management: An International Journal, Vol.15 No.4, pp.367-378 (an Emerald  Group Publication).{Featured in ABDC Journal Quality List}
  27. Banerjee.S. (2008), Strategic Brand-Culture Fit: A Conceptual Framework for Brand Management,Journal of Brand Management, Vol.15 No.5, pp.312-322 (Palgrave Macmillan, Henry Stewart Publications, UK).{Featured in ABDC Journal Quality List}
  28. Banerjee.S. (2008), Logo Change: Little Image Touch Up or Serious Overhaul! Imperatives and Scanning Parameters,Journal of Marketing & Communication, Vol. 4 No. 1, pp 59-70.
  29. Banerjee.S. (2008), Corporate Marketing through Strategic Corporate Social Involvement: A Strategic Integration Framework,Journal on Strategic Management and Business Re- Engineering, Vol. 2 No.1, pp. 45-55.
  30. Roy.D.and Banerjee.S (2007), CARE-ing Strategy for Integration of Brand Identity with Brand Image ,International Journal of Commerce & Management, Vol.17 No.1/2, pp. 140-148. (an Emerald  Group Publication). {Featured inABDC Journal Quality List}
  31. Nag. B., Banerjee.S. and Chaterjee. R. (2007), Changing Features of Automobile Industry in Asia: Comparison of Production, Trade and Market Structure in Select Countries, working paper 36 of Asia-Pacific Research on Trade Network (ARTNet), United Nation.
  32. Banerjee.S. (2007), Managing Mature Brand: Situation Analysis and Strategic Options,Journal of Marketing & Communication, Vol. 3 No. 1, pp.20-30.
  33. Roy.D.and Banerjee.S (2007), Important Factors for Strategic Planning: A Study for New Entrants in Selected Segments of FMCG and Consumer Durable Industries ,Manthan, Vol. 2 No. 1,pp.31-44.
  34. Banerjee.S. (2007), Managing Country Specific Culture: A Strategic Framework for Competitive Advantage,Vishleshak (The Analyst),Vol.1 No 1, pp. 8-18.
  35. Roy.D.and Banerjee.S (2007), Role of Consumer Perception behind Purchase Decision-A study on Fan Industry,Effulgence, Vol. 5 No. 1, pp. 18-24. 
  36. Banerjee.S. (2006), Tata Kisan Sansar: Human face of Tata Chemicals Ltd, IBAT Journal of Management, Vol.3 No. 1&2, Jan-Dec 2006.
  37. Banerjee.S. (2006), Differentiation in a Niche Market: A Case of Hertz India Ltd,The Alternative, Journal of BIT-Mesra, India, Vol. 5 No. 2, pp. 90-101.
  38. Banerjee.S. (2006), Changing Trends of Older Generations in India: Opportunities or Obstacles?, ICFAI Journal of Consumer Behavior, ICFAI University Press, Vol. 1 No. 2, pp. 6-15.
  39. Banerjee.S. (2006), Passenger Car Market of China: A Study on Current Scenario and Future Trends,Global Vistas, Vol. 5 No.1, pp. 6-16. 
  40. Banerjee.S (2006), Marketing of Passenger Car in India- a Study on Consumer’s Expectations, The Manager Today-Journal of Management Studies, Vol. 1 No.1, pp. 50-61.
  41. Roy.D.and Banerjee.S (2005), Importance of Factor Matching In Indian Consumer Durable Industry: Views of Decision Makers,NMIMS Management Review, Vol. 17 No.2, pp.1-8.
  42. Banerjee.S. (2005), Is ‘Women In Management” Still A Vulnerable Niche? A  Multi -Dimensional Study on Working Executives,Effective Executive, Special Issue, ICFAIUniversity Press, Vol. VII No.09, pp. 30-32.
  43. Roy.D.and Banerjee.S (2005), Assignment of Priorities to External and Internal Environmental Factors: A Study on FMCG Industries ,SCMS Journal of Indian Management, Vol.2 No.1, pp. 48-59.
  44. Roy.D.and Banerjee.S (2004), Important factors for Strategy Formulation in Fan Industry: Views of Decision-Makers,Management &Change, Vol. 8 No. 1&2, pp. 69- 90.
  45. Roy.D.and Banerjee.S(2004), Marketing of Fan in India: Dealers’ Perspectives & Situation Analysis, SAJM (South Asian Journal of Management), Vol. 11 No.1, pp. 22-30.{Featured in ABDC Journal Quality List}
  46. Roy.D.and Banerjee.S (2004), An Envelope Analysis for The Fan Industry, 8M (The Journal of Indian Management & Strategy), Vol. 9 No 2. ,pp. 58-64.
  47. Roy.D.and Banerjee.S (2003), Some Aspects of Insurance in the Context of Risk Management,VISION- the Journal of Business Perspective, Vol. 7 No. 1, pp.89-97.

Conference presentation(Selected Ones)

  1. The role of brand love in political brand preference, ” presented in the 2018 Global Marketing Conference “Bridging Asia and the World: Searching for Academic Excellence and Best Practice in Marketing and Management” organized by Global Alliance of Marketing & Management Associations held during 26th– 29th July, 2018 at Hotel New Otani Tokyo, Tokyo, Japan.
  2. “mHealth Effectiveness in Emerging Economies: a Study on Factors Influencing Scope and Acceptability of mHealth Tools in India." presented in the 2017 Annual Conference of Emerging Markets Conference Board held during January 5-7, 2017 at IIM-Lucknow-Noida campus.
  3. “Brand Controversy and the Effects on Consumers’ Attitude Structure”presented in the Conference on Brand Management (CBM 2016) organized by Indian Institute of Technology(IIT)-Delhi held during April 16-17, 2016 atIIT-Delhi, New Delhi, India.
  4. “Understanding the Impact of Factors Responsible Behind Shaping Political Brand Preference: A Study on Indian Voters” presented in the Global Political Marketing and Management conference organized by The School of Marketing & International Business, Victoria Business School, Victoria University of Wellington held during June 5-7, 2015at Wellington, New Zealand.
  5. "Does Disease Awareness Advertising (DAA) Really Effective? View of Pharmaceutical Sales Representatives (PSRs)" presented in 2014 Annual Conference of Emerging Markets Conference Board held during January 9-11, 2014 at IIM-Lucknow-Noida campus 
  6. “An Empirical Analysis On Congruence Among Consumer Personality, Brand Personality, Corporate Personality Behind Brand Preference” presented in the 46th Conference of ‘Academy of Marketing (AM)”  held during July 8 - July 11, 2013 at the University of south wales, in Cardiff,UK
  7. 'Impact of Social Marketing in Emerging Economies: a Study on Effectiveness of Disease Awareness Advertising (DAA) as a Pharmaceutical Marketing Communication tool in India' presented in 5th IIMA Conference on Marketing in Emerging Economies held during January 9-11 2013.
  8. 'Factors Influencing Adoption of E-detailing as a Pharmaceutical Marketing Communication Tool in Emerging Economies like India: Views of Health Care Professionals of India' presented in  International Marketing Conference (MARCON 2012) organized by IIMC (Indian Institute of Management, Calcutta) held during December 28-30, 2012
  9. ‘The relationship of consumer personality, brand personality, corporate personality and brand preference: an empirical analysis in the emerging economy context’ presented in International conference in marketing (organized by IIM-Lucknow and Academy of Indian Marketing) held during 12-14 January, 2012.
  10. ‘Does Country of Origin (COO) matter for consumers in emerging country? A Study on influence of COO at the time of product evaluation of mobile phones by Indian consumers’ presented in 15th  Biennial Academy of Marketing Science World Marketing Congress (WMC) held on July 19 - July 23, 2011 at Reims Management School, Reims, Champagne, France (ISSN#0889-3071, ISBN#0-939783-15-0, Volume XV)
  11. ‘Effectiveness of E-Promotion in Emerging Economies: A Study on Factors Influencing Scope and Acceptability of E Detailing as a Pharmaceutical Marketing Communication Tool in India’ presented in 4th IIMA Conference on Marketing in Emerging Economies, held on Jan 5-7, 2011.
  12. ‘Branding in Small and Medium Enterprises: A Conceptual Model to Manage Branding Initiatives’, presented in 11th International Conference of the Society for Global Business & Economic Development, Bratislava, Slovak Republic onMay 29, 2009, (presented by co-author).
  13. 'The Passage from India: Management of the internationalization process in Indian Multinational Enterprises’, presented in the Fifth Annual JIBS/AIB Paper Development Workshop (PDW) in Milan, Italy on June 30, 2008.

Professional / Academic Affiliations

Academic Administration:

  • Head of Division : Graduate Studies in Managment (GSM)-IIFT-Kolkata

  • Area Editor: Foreign Trade Review (Journal of IIFT)

  • Programme Director of Full time and Executive Programme

  • In Charge-Examcell-IIFT-Kolkata

  • Coordinator: Marketing Discipline Group

  • Faculty Co-ordinator-Corporate Relation & Placement

  • Team Member: AACSB Accreditation Committee, IIFT

Visiting Faculty:

  • Institute of Finance Management(IFM),Tanzania 
  • MANAGE, Hyderabad 
  • MICA, Ahmedabad
  • IMI, New Delhi
  • Shiv Nadar University, Greater Noida


  • Marketing Intelligence & Planning
  • Journal of Product & Brand Management
  • Journal of Political Marketing
  • Journal of Promotion Management
  • Journal of Small Business and Enterprise Development
  • Journal of Small Business & Enterpreneurship
  • International Journal of Emerging Markets
  • International Journal of Nonprofit & Voluntary Sector Marketing
  • Journal of Indian Business Research
  • International Journal of E-Health and Medical Communications 
  • International Journal of Fashion Design, Technology and Education
  • Asia Pacific Journal of Marketing and Logistics
  • Metamorphosis


University Gold Medal in MBA Program