Arun Bhattacharyya

Profile of Arun Bhattacharyya

Subjects taughtPublications

Arun Bhattacharyya

Career Abstract

A Fellow of IIM Bangalore, with a combined industry and academic experience of over 26 years, Arun has continuously demonstrated an ability and inclination to ‘go beyond’. He started his corporate carrier as a mechanical design engineer, and then forayed into marketing wherein his experience encompassed product and brand management, sales management and B2B marketing. In academics he has excelled in teaching, research and administration.
Fellow (Marketing), IIM Bangalore, 2017
PGDBM (Marketing), IIM Calcutta, 2005
B.E. (Mech. Hons.), Indira Gandhi Institute of Technology, Utkal University, Odisha, 1989
Market Analysis, Marketing Research, Marketing Management (I and II), Brand Management, Consumer Behavior, Competitive Marketing Strategy, New Product and Service Development, Selling and Sales Management, Marketing Communication, International Marketing, Sales and Distribution Management, Advertising and Sales Promotion, Marketing Plan and Budget, Retail and Merchandising Management
General Management and Strategy
Strategic Management, International Business, Logistics and Supply Chain Management
Entrepreneurship and Family Business Management, Value Proposition and Business Model Development, Entrepreneurship Theory and Practice, Business Opportunity Identification, Business Plan Development, Entrepreneurial Marketing
Professional Experience

April 2016 onwards
Professor and Dean, Jain University, Bangalore

• Program Chair of the MBA program till May 2018; instrumental in shaping the curriculum that included innovation and design thinking workshops
• Teaching of courses under Marketing, Strategy and Entrepreneurship specialisations
• Head of the PhD program in Management; designed and taught courses like Advanced Marketing Management, Evolution of Management Thought and Branding and Brand Relationships; conducted workshops and seminars for PhD scholars in management and social sciences
• Currently guiding 3 PhD scholars in Marketing Strategy and Entrepreneurship
• Member of the Centre for Indian Values and Ethos
• Formulating marketing policies and new program designs for the institute

June 2010 to May 2011
Assistant Professor, Acharya School of Management, Bangalore

• Teaching of courses under Marketing, Strategy and Entrepreneurship specialisations
• Coordinating activities under the Entrepreneurship Cell

July 2008 to May 2010
Assistant Professor, Jaipuria Institute of Management, Noida

• Teaching courses in Marketing, General Management & Entrepreneurship specialisations
• Coordinator of Entrepreneurship Cell
• Faculty incharge of placements

Aug 2006 to June 2008
Assistant Professor, Faculty of Management Studies, MITS (Deemed-to-be University)

• Area Chair, Marketing
• Teaching courses in Marketing, Strategy and Entrepreneurship
• Member of Board of Studies
• Member of Post Graduate Program Review Committee (PGRPC), chaired by the Vice Chancellor; reviewed and approved courses for various PG programmes


Aug 2005 to Aug 2006
Senior Manager, Marketing – Sarda Plywood Industries Ltd. (Brand: DURO), Kolkata

• Marketing of the company’s products in the Eastern India, Gujarat, Mumbai, Karnataka, Chattisgarh and MP
• Formulating and finalising brand promotion and advertising strategies; worked with Mr. Alyque Padamshee, brand consultant

Apr 1994 to Jul 2005
Manager, Marketing – The Dalmia Group, Environmental Division, Kolkata

• Marketing of turnkey water/ waste water systems and infrastructure construction including cost estimation for tenders for clients like PHED, PWD & Coalfields
• Provided with the power of attorney by the company to negotiate with customers and deal with any aspects on behalf of the company.
• Management Representative for ISO 9002 implementation work

Sept 1989 to Mar 1994
Assistant Manager, – The Dalmia Group, Machinery Division, Odisha

• Design of machineries used in Refractory and allied industries
• Detailed engineering of equipment for steel plant & allied industries based on inputs provided by consultants like MECON, H&K, M. N. Dastur etc.
• Management Representative for ISO 9002 & KAIZEN implementation work

Research Interests
• The effect of self, culture and reference groups on brand attachment
• The role of brands in B2B markets, especially in SMEs
• Entrepreneurship orientation in SMEs and intergeneration family business nuances
• The interplay of resources and capabilities in firms
Publications• Bhattacharyya, A., Kumar, N. (2020). “Who is more Entrepreneurial? A Comparative Study of Vocational and Academic Students,” Asia Pacific Journal of Innovation and Entrepreneurship,, assessed on doi/10.1108/APJIE-06-2019-0047
• Bhattacharyya, A., Gupta, A., and Varghese, S. (2020). “Sangeeth Varghese: A Dilemma of Democratization and Detachment,” Emerald Emerging Market Case Studies, Vol. 10, No. 2, 1-25
• Bhattacharyya, A., Ramesh K. S. and Swaminathan, V. (2017). “Culture and Persuasion Appeals: The Indian Context”. In Understanding Indian Consumers, Duriaraj Maheswaran and Thomas Pullyel (Eds.), New Delhi, Oxford University Press, 96-116
• Bhattacharyya, A. (2014). Book Review, “V. Kumar, (2013), Profitable Customer Engagement: Concept, Metrics, and Strategies, New Delhi, Sage Response Books”, IIMB Management Review, Vol. 26, 271-272
• Ramesh K., S. and Bhattacharyya, A. (2012). “VNFPP Ltd: Using Holistic Marketing in a Small Enterprise Context,” IIMB-Harvard Business School, (Dec 2012)
• Ahmad, M. U. and Bhattacharyya, A. (2012). “Another Entrepreneurial Venture Fails to See the Light of the Day: Understanding Why?” Management and Labour Studies, Vol. 37, No 2, 163-173
• Bhattacharyya, A. (2011). “Taking the Big Leap: From a Supplier to a Turnkey Project Contractor”, Decision, Vol. 38, No. 2, 84-101
• Bhattacharyya, A. and Ahmad, M. U. (2011). “From Agglomeration to Dispersal: Dealing with Uncertainties in the Global Environment”, Journal of Management and Technology, Vol. 7, No 1, (Jan 2011)
• Bhattacharyya, A. and Ahmad, M. U. (2010). “Managing the Network: The case of a Micro-enterprise.” Vision-The Journal of Business Perspective, Vol. 14, Nos. 1&2, 85-92
• Bhattacharyya, A. (2010). “The Networking Entrepreneur”. Journal of Entrepreneurship, Vol. 19, No. 2, 209-221.
• Bhattacharyya, A. (2009). “Branding in B2B Industries- Myth or Reality”. In Changing Paradigms in Management Practices, Dr. Alok Saklani, Prof. Deepankar Chakrabarti and Dr. S. K. Jha (Eds.), New Delhi, Apeejay Stya Publishing Pvt. Ltd
• Bhattacharyya, A. (2009). “SMEs in Transitional Economies: Overcoming the Challenges”. In Small and Medium Enterprises in Transitional Economies, Challenges & Opportunities, Aneet and Monika Aggarwal (Eds.), New Delhi, Deep and Deep Publications.

Work in Progress

• Exploring the Personality-Behavior Linkage Using Triguna Theory: Addressing Personality Changes from an Entrepreneurial Perspective, sent to International Journal of Cross-Cultural Management
• Building a competitive bidding model for small firms, targeted at Industrial Marketing Management Journal
• The role of knowledge transfer and social capital on entrepreneurial orientation targeted at Journal of Small Business Management

Papers Presented

• “Self Expansion, Love and Self-Brand Relationship” (2014) at the 8th Great Lakes International Marketing Conference, Great Lakes Institute of Management, Chennai, India.
• “Network Effects, Reference Groups and Brands- Emerging Market Context” (2014) at the Annual Conference of the Emerging Markets Conference Board, IIM Lucknow, Noida, India
• “Criticality of Supply Chain Management for Turnkey Projects” (2009) at IIM Bangalore, Bangalore, India
• “Enhancing Competitiveness through Innovation” (2008) at IIM Lucknow, Lucknow, India

Reviewed/ reviewing papers/articles under the auspices of Academy of Management Journal, Emerald Emerging Markets Case Studies, IIMB Review (Elsevier) and Small Business Institute.
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