- Position: Associate Professor of Marketing
- Areas of expertise: International Marketing; Innovation; Sales Management; Marketing Strategy; Social Media Dynamics; Econometric Modelling; Data Analytics; Emerging Markets
- Email: S.Banerjee1@leeds.ac.uk
- Phone: +44(0)113 343 3058
- Location: G.04 18 Lyddon Terrace
- Website: | Twitter | LinkedIn | Googlescholar | Researchgate
Dr. Sourindra Banerjee is an Associate Professor of Marketing at Leeds University Business School, University of Leeds. Dr. Banerjee specializes in understanding 1) how emerging market firms grow through international expansion and innovation; 2) how to improve the effectiveness of salespeople; and 3) how firms can effectively use social media.
Dr. Banerjee’s research has been published in Journal of Marketing (2015 and 2020), Journal of Product Innovation Management (2019), International Marketing Review (2018), Journal of Management Inquiry (2017) and Journal of Business Research (2017).
Dr. Banerjee's 2015 article in Journal of Marketing, was a finalist for the prestigious 2016 American Marketing Association/Marketing Science Institute/H. Paul Root Award for significant contribution to the advancement of the practice of marketing. This article is also a finalist for the 2020 Sheth Foundation Journal of Marketing Award. This Journal of Marketing article received media mentions in Economic Times, Business Standard, Phys.org, One India, Science Daily, India Empire, India TV News, SME Times, EurekAlert!, Times Ascent, BizEd, Prweb, Hankyung Job & Joy, London Business School Webpage, Cambridge Judge Business School webpage, Cambridge Business Magazine, CJBS Insight, Cambridge Executive and Professional Education, Warwick Business School webpage and was featured as a cover article of Warwick Business School Core Magazine.
Dr. Banerjee’s 2020 article in Journal of Marketing addresses an interesting and recent phenomena of Improvised Marketing Interventions in Social Media. This paper empirically tests the phenomena using a multi-method approach of synthetic control, longitudinal data analysis, laboratory experiments, and Fama-French Five Factor Model for estimating stock returns. The article won the 2020 American Marketing Association Innovation, Technology and Interactivity Award for Best Paper for Research on the Practice of Marketing (see also this). This article was a finalist for the 2020 American Marketing Association/Marketing Science Institute/H. Paul Root Award (see also this) for significant contribution to the advancement of the practice of marketing. This Journal of Marketing article received media mentions from across the world in Netherlands, South Africa, Brazil and Nigeria. A summary of this article can be found on the webpage of American Marketing Association; on INSEAD Knowledge; on the webpage of Imperial College Business School; on the webpage of Keller Center for Research at Baylor University; on the research and innovation blogs (blog1 and blog2) of Leeds University Business School, and on the Marketing News of Leeds University Business School. Slides for this article can be found here. This article become one of the most read articles and one of the most cited articles in Journal of Marketing. American Marketing Association recommends this paper for Social Media Marketing Courses. A discussion on how the findings of this paper have been relevant in one of the leading CPG brands can be found here.
The 2019 article in Journal of Product Innovation Management uses state of the art Light-at-night statellite data by the US Air Force Defense Meteorological Satllite Program. Using the Light-at-night satellite data based on the distribution of nocturnal light, the paper is able to classify different levels of development across different states of India. This paper breaks new boundaries empirically, and demonstrates to marketers how they should be "thinking out of the box" when it comes to data collection. This article was featured on Global Development Blog and on the research and innovation blog of Leeds University Business School.
Prior to joining Leeds University Business School, Dr. Banerjee was an Assistant Professor at Warwick Business School. Dr. Banerjee received his PhD from Cambridge Judge Business School, University of Cambridge and was a visiting scholar for a year at the Marshall School of Business, University of Southern California, Los Angeles. He also holds an MSc in International Marketing Management (with distinction) from Leeds University Business School, University of Leeds; an MBA from Xavier Institute of Management, Bhubaneswar, India and a Bachelors Degree in Chemical Engineering from Jadavpur University, Kolkata, India. During his MSc and PhD in the UK, Dr. Banerjee received several scholarships like the Cambridge Commonwealth Trust Scholarship, British Petroleum Scholarship, Smuts Memorial Scholarship and the Maurice Keyworth Scholarship.
- Chair of Marketing Division Advisory Board
Dr. Banerjee’s research addresses managerially relevant questions in Intenational Marketing, Innovation, Sales Management and Social Media Dynamics by applying cutting edge econometric models on large empirical datasets. These datasets are collected from India, Bangladesh, USA, UK and Germany.
- PhD University of Cambridge
- MSc International Marketing Management (with Distinction), University of Leeds
- MBA Xavier Institute of Management, Bhubaneswar, India
- Bachelor of Engineering, Jadavpur University, Kolkata, India
- American Marketing Association
- Marketing Science Institute
- Academy of International Business
Marketing Strategy in MSc International Marketing Management
Marketing Strategy in MSc Consumer Analytics and Marketing Strategy
Research groups and institutes
- Global and Strategic Marketing Research Centre