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.
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
The Positive Effect of Multiple Narrating Voices
Amitava Chattopadhyay
Using two or more narrators in ads can increase consumer attention and boost persuasion.
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”.
Transforming a Supply Chain Into a Social Enterprise
Amitava Chattopadhyay
Creating sustainability initiatives that can scale requires innovative balancing of social impact and profit seeking.
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.
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.
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.
Kickstarter Backers Like Novelty or Usefulness, Not Both
Amitava Chattopadhyay
To attract the most crowdfunding, a product should be framed as either new or useful.
How Your Firm Can Reignite Sales Growth
Connecting with a fundamental consumer concern can give your brand purpose and create a platform for long-term profitable growth.
When Advertising is Just a Waste of Money
The tipping point when the unrestrained repetition of ads goes from informative to downright irritating.
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Growing a Brand in a Stigmatised Industry
The recreational cannabis industry holds lessons for building brands in an industry with negative associations.
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Maintaining Market Dominance
Consumer tastes are changing rapidly. For leading brands to stay on top, meet their aspirations.
How Your Logo Shapes Consumer Judgments
The shape of your logo affects how consumers perceive your organisation, its products and even its behaviour.
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