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Harald Hau

Amitava Chattopadhyay

Professor of Marketing

Biography

Amitava Chattopadhyay is a Professor of Marketing, the GlaxoSmithKline Chaired Professor of Corporate Innovation, and Marketing Area Chair at INSEAD. He is an expert on branding, and his research has appeared in leading journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing, Marketing Science, Management Science, International Journal of Research in Marketing, and Long Range Planning. He has published a book entitled The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands.

Professor Chattopadhyay is an Associate Editor of the Journal of Marketing, and is on the editorial review boards of the Journal of Consumer Psychology, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, and Long Range Planning. He has been a member of the Board of the Association for Consumer Research and has been the recipient of several awards, including the Robert Ferber Award. He is a Fellow of the Nanyang Centre for Emerging Markets.

Professor Chattopadhyay has developed and taught courses on branding, marketing strategy, communication strategy, consumer behaviour, marketing in emerging economies, and international marketing for MBA and PhD students. He has taught in Executive Education programs in Europe, the Americas, Asia, Australia, and Africa. He is on the advisory boards of several companies and a consultant to multinational firms.

Professor Chattopadhyay holds a PhD from the University of Florida, a PGDM from the Indian Institute of Management, Ahmedabad, and a BSc (Honours) degree from Jadavpur University, India.

Latest posts

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Strategy

Xiaomi’s Road to Internet-of-Things Dominance

A. Chattopdhyay, H. Yang, J. Ma

The key to building the world’s largest IoT company? A novel collaboration-based strategy of “strategic coalescence”.

Responsibility

Transforming a Supply Chain Into a Social Enterprise

Creating sustainability initiatives that can scale requires innovative balancing of social impact and profit seeking.

Marketing

An Unexpected Product Benefit Can Be a Powerful Marketing Tool

A. Chattopadhyay, J.C. Kim, M. Wadhwa, W. Wang

Framing a product feature as an unexpected benefit may stoke consumer desire.

Marketing

The Little-Known Quirk in the Way Our Brain Evaluates Goals

A. Chattopadhyay, A. Stamatogiannakis, D. Chakravarti

Contrary to popular belief, pursuing a modest positive change is sometimes perceived as easier than maintaining the status quo.

Marketing

The Bright Side of Busyness

A. Chattopadhyay, M. Wadwa, J. C. Kim

Subtly reminding people how busy they are can nudge them to make virtuous choices.

Marketing

Kickstarter Backers Like Novelty or Usefulness, Not Both

To attract the most crowdfunding, a product should be framed as either new or useful.