Dr Debasis Pradhan

Dr Debasis Pradhan

Qualification : FPM (IRMA), PGDRM , B. Sc. ( Physics)

Email : debasis@xlri.ac.in, debasispradhan@yahoo.com

Functional Area : Marketing

Languages Known : English & Odiya

Brief Profile  

Debasis Pradhan is currently working as a Professor of Marketing at XLRI Jamshedpur. He is concurrently holding the position of Associate Dean of Executive Programs at XLRI.

Total Experience (in months)
 205 months (as on 13-JAN-22)

Experience Detail  

PROFESSIONAL EXPERIENCE

  • Assistant Professor, Marketing Area, XLRI, Jamshedpur (8th June 2006 – June 2012)
  • Associate Professor, Marketing Area, XLRI, Jamshedpur (July 2012-December 2018)
  • Professor, Marketing Area, XLRI, Jamshedpur (January 2019 to Present)

Post Masters Experience:

Project Manager, Xavier Institute of Management Consulting Wing

(May 2001 – May 2002)

Area Manager, Xavier Institute of Management Consulting Wing

(April 2000- April 2001)

TEACHING EXPERIENCE

MBA Programme at XLRI, Jamshedpur, Xavier Institute of Management, Bhubaneswar and Indian Institute of Management, Sambalpur: Marketing Management, Advertising and Sales Promotion, Consumer Behaviour, Rural Marketing at.

Doctoral Programme at XLRI Jamshedpur: Advances in Marketing, Marketing Theory

Executive Programmes at XLRI, Jamshedpur: Marketing Management, Advertising and Sales Promotion, Consumer Behaviour, Customer Relationship Management

Dr Debasis Pradhan

Dr Debasis Pradhan

Achievements and Research Interest/Area of Research Interests

Academic Distinction (Awards and Scholarships)

RESEARCH INTERESTS

Subjective Well-being, Impulsive Buying, Advertising Appeals, Brand Equity Measurement, Retail patronage and showrooming, Celebrity endorsement, Sponsorship, and Anti-consumption behaviour, Travel research

 

Adminstrative Distinction

Other Achievements

Area of RESEARCH INTERESTS

  1. Brand Equity Measurement
  2. Cross-cultural Marketing Practices
  3. Retail Crowding, Celebrity Endorsement
  4. Social Media
  5. BOP Marketing & Inclusive Marketing and Impulsive Buying.

Faculty Development Programs Attended

Courses Taught

Course Title

Credits

Program

 

Marketing Management-1

 

 

 

 

 

Basic Marketing

 

 

Advertising and Sales Promotion

 

 

 

Advances in Marketing

(Seminar course)

 

Consumer Behaviour

 

 

Rural Marketing

 

Retail communication

 

 

Customer Relationship Management

 

 

Marketing Theory

(Seminar course)

 

3

 

 

 

 

 

3

 

 

3

 

 

 

 

3

 

 

3

 

 

1.5

 

3

 

 

3

 

 

 

3

 

 

PGP 2008, PGP 2009, PGP 2010, PGP 2011, PGP 2012, PGP 2013, PGP 2015, PGP 2016, PGP 2017, PGP 2018, PGP  2019, Exec-PGP 2007, Exec-PGP Dubai 2007, Exec-PGP Singapore 2007, 2008, EMPD 2007

 

GMP 2008, GMP 20014 (One-year MBA of XLRI)

 

 

PGP 2007, PGP 08, PGP 2009, 2010, 2011, 2013, 2014, 2015, 2016

Exec-PGP (Dubai & Singapore) 2007,08,09

 

Exec-FPM 2008, Exec-FPM 2009

 

 

Exec-PGP 2007, EMPD, PGCBM 13, 14,15,16,17,18,19, PGCRM 2, PGP 2017

 

PGP 2010

 

PGCRM 2008, 2009

 

 

PGCRM 2008, 2009

 

 

 

FPM 2009, 2010, 2011, 2012, 2013, 2014, 2015, 2016, 2017, 2018, 2019

 

Consultancy Undertaken

TRAINING & CONSULTANCY PROJECT

  1. A 8-day MDP for JSW entitled “Emerging Leadership Program” during 2019. Programme Co-Director: Debasis Pradhan
  2. A 8-day MDP for JSW entitled “Emerging Leadership Program “during 2020. Programme Co-Director: Debasis Pradhan
  3. Two 5-day MDP for NALCO, India entitled “Next-Gen Leadership Program “during 2019. Programme Co-Director: Debasis Pradhan
  4. A two-day MDP for Mahindra Finance on “Disciplined Customer-centricity” during 5-6 January 2016. Programme Director: Debasis Pradhan
  5. A two-day MDP for Bank of Baroda on “Effective Marketing Skills” during 2010. Programme Director: Debasis Pradhan 
  6.  A three-day MDP for Bank of Baroda officers on “Effective Marketing and Communication Skills” during Nov-Dec 2009 at Jamshedpur. Programme Director: Debasis Pradhan and Sunil Sarangi
  7. A three-day MDP titled “Capturing Rural Markets; Bottlenecks and Strategies” during Sep 6-8, 2010. Programme Director: Debasis Pradhan & Manoj Thomas 
  8. Effective communication, leadership and marketing skills For Bank of Baroda during 11-12 April 2012 (2 days) Programme Director: Debasis Pradhan

In-Company Programs

INTELLECTUAL CONTRIBUTIONS (PUBLICATIONS)

Journal Articles-Refereed

PUBLICATIONS IN REFEREED JOURNALS

Sl Description
2022-2023
1 Satyam, S., Aithal, R. K., & Pradhan, D. (2022). Resilience of an evolved retail agglomeration: case of rural periodic markets in emerging economies. In International Journal of Retail & Distribution Management. Emerald. https://doi.org/10.1108/ijrdm-09-2021-0423. June 2022
Author(s) : Satyam, Rajesh K. Aithal, Debasis Pradhan
Name of Journal/Case Centre : International Journal of Retail and Distribution Management
Category : XL-A category
2 Aithal, R. K., Choudhary, V., Maurya, H., Pradhan, D., & Sarkar, D. N. (2022). Factors influencing technology adoption amongst small retailers: insights from thematic analysis. In International Journal of Retail & Distribution Management. Emerald. https://doi.org/10.1108/ijrdm-02-2022-0042. September 2022
Author(s) : Rajesh K. Aithal, Vikram Choudhary, Harshit Maurya, Debasis Pradhan, Dev Narayan Sarkar
Name of Journal/Case Centre : International Journal of Retail & Distribution Management
Category : XL A category
3 Kuanr, A., Lyngdoh, T., Guda, S., & Pradhan, D. (2022). Think Happy Be Happy: Salespersons Personal Happiness and Flourishing. In IIM Kozhikode Society & Management Review (p. 227797522211115). SAGE Publications. https://doi.org/10.1177/22779752221111599. September 2022
Author(s) : Abhisek Kuanr, Teidorlang Lyngdoh, Sridhar Guda and Debasis Pradhan
Name of Journal/Case Centre : IIM Kozhikode Society & Management Review
Category : XL B category
4 Pradhan, D., Kuanr, A., Anupurba Pahi, S., & Akram, M. S. (2022). Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands. Psychology & Marketing, 121. https://doi.org/10.1002/mar.21749 . October 2022
Author(s) : Debasis Pradhan, Abhisek Kuanr, Sampa Anupurba Pahi (FPM student-FB20002), Muhammad S. Akram
Name of Journal/Case Centre : Psychology & Marketing
Category : XL A category
2021-2022
1 Arora, S., Sahney, S. and Pradhan, D. (2021), `Potential benefits and descriptive norms in webrooming: an extended model of goal-directed behaviour`, International Journal of Retail & Distribution Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJRDM-10-2020-0417, Aug 2021
Author(s) : Sourabh Arora, Sangeeta Sahney and Debasis Pradhan
Name of Journal/Case Centre : International Journal of Retail & Distribution Management
Category : XL-A category
2 Kuanr, A., Pradhan, D., Lyngdoh, T., & Lee, M. S. W. (2021). Why do consumers subvert brands? investigating the influence of subjective wellbeing on brand avoidance. Psychology & Marketing, 122. ttps://doi.org/10.1002/mar.21606. Oct 2021
Author(s) : Abhisek Kuanr, Debasis Pradhan, Teidorlang Lyngdoh, Michael S. W. Lee
Name of Journal/Case Centre : Psychology and Marketing
Category : XL-A category
3 Roy Bhattacharjee, D., Pradhan, D., & Swani, K. (2021). Brand communities: A literature review and future research agendas using TCCM approach. In International Journal of Consumer Studies. Wiley. https://doi.org/10.1111/ijcs.12758. Nov 2021
Author(s) : Debashree Roy Bhattacharjee(FPM- FB18003), Debasis Pradhan, Kunal Swani
Name of Journal/Case Centre : International Journal of Consumer Studies
Category : XL-A category
4 Pradhan, D. (2022). Pandemics and Consumer Wellbeing: Provenance and Research Priorities. In Journal of Consumer Affairs. Wiley. https://doi.org/10.1111/joca.12445. Mar 2020
Author(s) : Debasis Pradhan
Name of Journal/Case Centre : Journal of Consumer Affairs
Category : XL-A category
5 Deshpande, B., Pradhan, D., Sivakumaran, B., & Lyngdoh, T. (2022). The impact of advertising appeals on impulse buying. In Marketing Intelligence & Planning: Vol. ahead-of-print (Issue ahead-of-print). Emerald. https://doi.org/10.1108/mip-11-2021-0390. March 2022
Author(s) : Bilwa Deshpande, Debasis Pradhan, Bharadhwaj Sivakumaran, Teidorlang Lyngdoh
Name of Journal/Case Centre : Marketing Intelligence and Planning
Category : XL-A category
2020-2021
1 Forty-five Years of Celebrity Credibility and Endorsement Literature: Review and Learnings, ISSN 0148-2963, https://doi.org/10.1016/j.jbusres.2020.12.031 . Dec 2020
Author(s) : Deepa Halder , Debasis Pradhan , Himadri Roy Chaudhuri
Name of Journal/Case Centre : Journal of Business Research
Category : XL-A category
2 Kuanr, A., Israel, D., Pradhan, D., & Roy Chaudhuri, H. (2020). Can we anti-consume our way to sustainability? Finding answers at the intersection of cultural values. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.1914, Dec 2020
Author(s) : Abhisek Kuanr, D Israel, Debasis Pradhan, Himadri Roy Chaudhuri
Name of Journal/Case Centre : Journal of Consumer Behaviour
Category : XL-A category
3 Upadhye, B., Sivakumaran, B., Pradhan, D., & Lyngdoh, T. (2021). Can planning prompt be a boon for impulsive customers? Moderating roles of product category and decisional procrastination. Psychology & Marketing. https://doi.org/10.1002/mar.21490. march 2021
Author(s) : Bilwa Upadhye, Shivakumaran Bharadhwaj, Debasis Pradhan & Teidorlang Lyngdoh
Name of Journal/Case Centre : Psychology and Marketing
Category : XL-A category
2019-2020
1 `Shopping value and patronage: when satisfaction and crowding count`, Marketing Intelligence & Planning, https://doi.org/10.1108/MIP-07-2018-0264 Permanent link to this document: https://doi.org/10.1108/MIP-07-2018-0264 (June 2019)
Author(s) : Tapas Ranjan Moharana & Debasis Pradhan
Name of Journal/Case Centre : Marketing Intelligence and Planning
Category : XL-A category
2 When fan engagement with sports club brands matters in sponsorship: influence of fanbrand personality congruence https://doi.org/10.1057/s41262-019-00169-3 September 2019
Author(s) : Debasis Pradhan, Ritu Malhotra, Tapas Ranjan Moharana
Name of Journal/Case Centre : Journal of Brand Management
Category : XL-A category
3 I (do not) consume; therefore, I am: Investigating materialismand voluntary simplicity through a moderated mediation model, DOI: 10.1002/mar.21305, Publisher: John Wiley & Sons, Ltd. pp: 1-18. Dec 2019
Author(s) : Abhisek Kuanr, Debasis Pradhan, Himadri Roy Chaudhuri
Name of Journal/Case Centre : Psychology & Marketing
Category : XL-A category

 

  1. Pradhan, Debasis, Vikram Kapoor, & Tapas Ranjan Moharana. "One step deeper: gender and congruity in celebrity endorsement." Marketing Intelligence & Planning 35, no. 6 (2017): 774-788.
  2. Pradhan, D., Israel, D., & Jena, A. K. (2018). Materialism and compulsive buying behaviour: The role of consumer credit card use and impulse buying. Asia Pacific Journal of Marketing and Logistics, 30(5), 1239-1258.
  3. Pradhan, Debasis, Israel Duraipandian, and Dhruv Sethi. "Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention." Journal of Marketing Communications 22, no. 5 (2016): 456-473.
  4. Pradhan, Debasis, and Niladri Kundu. "Distribution Strategy of a Global Firm in an Emerging Market: The Case of 3M India." Asian Case Research Journal 20, no. 01 (2016): 219-251.
  5. Pradhan Debasis, and Divya Agarwal, “Mortein; Finalizing Theme and New Creative Idea”, Asian Case Research Journal, Vol-.17, Issue 2, 2013, 359-381
  6. Pradhan Debasis, and Divya Agarwal, “Mortein Vaporizer; What Lies Beneath Brand Positioning”, Vikalpa, Vol-38, Issue-3, 2013, 101-117.
  7. Pradhan Debasis, “Rural Retailer’s Choice Tactics; A Conceptual Framework for Empirical

    Published Research Monographs

    Scholarly Books

    1. L.K. Vaswani, Rajesh Aithal, Debasis Pradhan, and G. Sridhar, "Rural Marketing in Development Paradigm" at International Conference on Marketing Paradigms for Emerging Economies, IIM, Ahmedabad during January 12-13, 2005
    2. B. K. Mangaraj and Debasis Pradhan, “Customer-based retailer brand equity mapping using uzzy AHP and TOPSIS", Markconference 2012 held jointly by Academy of Marketing Science and IIM, Lucknow during 13-14 January 2012. Published by Pearson Education
    3. P. S. Kar, Debasis Pradhan, and Bikash Debata, “An exploration of value architecture; Evidences from India”,  Marconference 2012, held jointly by Academy of Marketing Sceince and IIM, Lucknow during 13-14 Jan 2012.Published by Pearson Education.

    Chapters in Scholarly books

    Conference Proceedings-Refereed

    Paper Presentations-Refereed

    1. Tapas Ranjan Moharana & Debasis Pradhan, “Look who talks! Investigating celebrity endorsement effectiveness”, Presented during December 2-4, 2019 at University of Wellington during Australia-New Zealand Academy of Marketing (ANZMAC) Conference.
    2. Debashree Roy, Debasis Pradhan, & Tapas Ranjan Moharana, “More Power to Brand Communities: Brand Engagement in Sponsorship”, Presented on December 19, 2019 at Chennai during North American Society for Marketing Education in India (NASMEI) Conference held in Great Lakes Institute of Management, India
    3. Bilwa Upadhye, Debasis Pradhan, Bharadhwaj Sivakumaran & Teidorlang Lyngdoh , “The Impact of Advertising Appeals on Impulse Buying”, Presented on December 19, 2019 at Chennai during North American Society for Marketing Education in India (NASMEI) Conference held in Great Lakes Institute of Management, India
    4. Debasis Pradhan, Tapas Ranjan Moharana, & Parthasarathi Das, “How Celebrity Endorsement Works in an Interactive Media?” 41st Annual ISMS Marketing Science Conference, University of Roma Tre, ITALY, June 20-22, 2019
    5. Tapas Ranjan Moharana, Debasis Pradhan, & Vinay Kanetkar, “Fit or Signal: Brand Endorsement by Celebrity”, 41st Annual ISMS Marketing Science Conference, University of Roma Tre, ITALY, June 20-22, 2019.
    6. Debasis Pradhan, Deepa Haldar, and Tapas Ranjan Moharana, “Celebrity Credibility: Review, Revisit, and Revision”, Presented on December 20-21, 2018, at Chennai during North American Society for Marketing Education in India (NASMEI) Conference held in Great Lakes Institute of Management, India
    7. Debasis Pradhan and D. Israel, “Is the Adoption of Mobile Shopping in an Emerging Market Different: Examining Role of Moderators”? INFORMS Marketing Science Conference, John Hopkins University, Baltimore, Maryland during June 18-20, 2015
    8. Subrat Sarangi and Debasis Pradhan, “A Multi Objective Approach to Product Line Decisions – Intra Firm, Inter Firm and Multi Market Context”,4th  Indian Academy of Management Conference (IAM), IIM Lucknow, 2015.
    9. N. Banerjee, D. Israel and D. Pradhan, “Impulsive Buying: An Exploration into Self-esteem and Normative Interpersonal Influence”  at NASMEI conference 2013 held at Great Lakes Institute
    10. D. Israel and Debasis Pradhan, "User Personality, Perceived Benefits and Usage Intensity of Social Networking Sites: An Empirical Investigation of Youth in India", INFORMS Marketing Science Conference, Rice University, Houston on 10th June 2011.
    11. Debasis Pradhan and D. Israel, “Impact of Attitude towards Celebrity Endorsement on Brand Loyalty: The Mediating Effect of Celebrity Credibility”, INFORMS Marketing Science Conference, Rice University, Houston on 10th June 2011.
    12. Debasis Pradhan and B. K. Mangaraj, “Measurement of Retailer Brand Equity Using Fuzzy Analytic Hierarchy Process”. June 16-19, 2010, INFORMS Marketing Science Conference, University of Cologne, Germany.
    13. B. K. Mangaraj and Debasis Pradhan, “Optimal Product Line Selection: A Fuzzy Goal Programming Approach”. June 16-19, 2010, INFORMS Marketing Science Conference, University of Cologne, Germany.
    14. Debasis Pradhan and B. K. Mangaraj, “A Marketing Mix Decision System for a Consumer Good in a Cross-cultural Environment; a Fuzzy Goal Programming Approach”. June 4-6, 2009, INFORMS Marketing Science Conference, University of Michigan, USA.
    15. P. C. Padhan and Debasis Pradhan, “Cointegration Analysis of Brand and Category Sales: Implications for Long-term Strategy”. June 4-6, 2009, INFORMS Marketing Science Conference, University of Michigan, USA.
    16. Debasis Pr, “The Emerging Paradigm of Rural Marketing in Third World Countries and its Impact on Poverty Alleviation”. August 2007, Academy of Management (AOM) Conference, at Philadelphia, USA.
    17. Debasis Pradhan and Abinash Panda, “Rural Retailer’s Decision-making; A Conceptual Framework for Empirical Research”, June 2007, INFORMS Marketing Science Conference; Singapore Management University, Singapore.
    18. L.K. Vaswani, Rajesh Aithal, Debasis Pradhan, and G. Sridhar, “Rural Marketing in Development Paradigm” at International Conference on Marketing Paradigms for Emerging Economies, IIM, Ahmedabad during January 12-13, 2005
    19. G. Sridhar and Debasis Pradhan, “Product Adaptation as a Form of Product Innovations for Rural Markets of India” at the International Conference titled IMR (IIMB Management Review), IIM, Bangalore during December 14-17, 2004.
    20. Debasis Pradhan, Shabad Kalra, and Sangeeta Srinivas, “Banas Dairy”, 7th Annual Convention of Strategic Management Forum of India (SMFI); IIM, Indore during 13-15th May 2004.
    21. Debasis Pradhan, and Gaganpreet Kalra, “Bharat Doodh”, 7th Annual Convention of Strategic Management Forum of India (SMFI); IIM, Indore during 13-15th May 2004.

    Text Books

    1. Debasis Pradhan, “To push or to pull: Dynamics of promotional strategies”.2010, Saarbrucken: VDM Verlag Dr. Muller, a German publisher.
    2. Debasis Pradhan, “Marketing Management; A Casebook”, 2011, Cengage Learning, A Thomson Group Company

    Research Report

    Working paper

    Key note presentation

    Published articles in newspapers/magazines

    Cases developed for Teaching purpose

    CASES PUBLISHED BY INTERNATIONAL CASE CLEARING HOUSES (ECCH, ABCC, IVEY)

    1. Subrat Sarangi and Debasis Pradhan, “National Dairy; Defending Market Leadership”, 9B15A001, 02/09/2015, Ivey Publishing, Richard Ivey School of Business, University of Western Ontario, London. 2015
    2. Mishra Rajiv & Debasis Pradhan, " SRB Fast Switch", Registered with European Case Clearing House (ECCH) of Cranfield University. 2012
    3. Debasis Pradhan, JUSTEAT [MK/016/08/13], XLRI Case Development Centre
    4. Debasis Pradhan and B. K. Mangaraj, “Reliance Fresh Stores in Food Retailing”. Published by A. V. Birla Centre, London Business School in 2008.Publication appears in European Case Clearing House (ECCH, www.ecch.com) portal.
    5. Debasis Pradhan, “Suzlon Energy; Making Foray Abroad”. Published by A. V. Birla Centre, London Business School in 2009. Publication appears in European Case Clearing House (ECCH, www.ecch.com) portal.

     

    UNPUBLISHED CASES

    1. HPCL; Community kitchen for BOP market.
    2. InMobi (An unpublished case on mobile advertising company)
    3. BS Inc.: Can PR rescue? (An unpublished case on a pharmaceutical company)

    Other Professional Activities

    Achievements in Professional activities

    Chairperson/Co-Chairperson in conferences

    Chaired the track on celebrity endorsements in INFORMS Marketing Science Conference in June 2011 organised by Rice University at Houston, Texas 

    Co-ordinating/Organizing Workshop/Conferences /MDPs

    Contribution towards Institution building/ development/ services such as Chairperson (Placement) etc

    Guide/evaluator/ examiner at doctoral research level

    Chair of Thesis advisory committee (TAC) of Ms. Ritu Malhotra specialising in Marketing.

    Chair of Thesis advisory committee (TAC) of Mr. Subrat Sarangi specialising in Marketing.

    Chair of Thesis advisory committee (TAC) of Mr. Tapas Ranjan Moharana specialising in Marketing.

    Chair of Thesis advisory committee (TAC) of Mr. Amit K. Jena specialising in Marketing.

    Chair of Thesis advisory committee (TAC) of Mr. Bilwa Upadhye specialising in Marketing.

    Chair of Thesis advisory committee (TAC) of Mr. Abhisek Kuanr specialising in Marketing.

    Member of Thesis advisory committee (TAC):  Ms. Kanupriya Katyal & Mr. Aby Abraham, (doctoral scholars specialising in Marketing), Mr. Sunil Kumar and Mr. Sanjeev Prasad (doctoral scholars specialising in Production and Operations Management).

    Examiner: Examiner for comprehensive exams of FPM students named Angshuman Ghosh, Kanupriya Katyal, Garima Saxena, and Aby Abraham.

    Invited to deliver Keynote addresses/ speeches

    Membership of Professional Bodies

    Member of INFORMS, USA

    Participation in Workshops/Conferences/Forums/ Meetings etc

    1. All India doctoral symposium "IIMAGINIZATIONS 2002" held at IIM, Ahmedabad in November 2002.
    2. All India conference with the theme Rural marketing and communication organised by FICCI in New Delhi in April 2003.
    3. A workshop on "Qualitative Methodology" held by IRMA doctoral colloquium at IRMA during April 2005.
    4. CII Brand Conclave at Hotel Taj, Kolkata, July 2007
    5. Examiner: Examiner for comprehensive exams of FPM students named Angshuman Ghosh, Kanupriya Katyal, Garima Saxena, and Aby Abraham.

    Professional Services such as Member/Editor of Editorial Board/ Advisory Committee etc

    Reviewer/Referee in Journals/ Conferences etc

    European Journal of Marketing (Emerald)

    California Management Review (Sage)

    International Journal of Information Management (Elsevier)

    Journal of Strategic of Marketing (Taylor & Francis)

    Asian Journal of Communication (Taylor & Francis)

    Marketing Intelligence and Planning (Emerald)

    Journal of Brand Management (Springer Nature)

    Emerald Emerging Markets Case Studies (Emerald)

    International Journal of Electronic Marketing and Retailing (Inderscience),

    Journal of Rural Studies (Elsevier)

    Vikalpa (Sage Publications)

    South Asian Journal of Management (AMDISA)

    International Journal of Rural Management (Sage)

    Reviewer of papers for Academy of Marketing Science conferences, AIB Conferences

    Visiting Faculty

    Research Project Undertaken