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Jaydeep Mukherjee

Associate Professor, Marketing

Email : jmukherjee@mdi.ac.in
Phone : +91-124-4560381

PhD from IIT Kharagpur (2006)¸ PGDM from IIM Caluctta (1992)¸ BSc. Hons (Chemistry) from St. Stephen’s College¸ Delhi (1989)

Work Experience:

Dr. Mukherjee blends latest academic research and industry experience to provide fresh perspective and insights to marketing problems. He had worked in industry for nine years from 1992-2001. The work experience included branch management, institution sales responsibility and development of soft luggage range for Aristocrat luggages. He was the Product Manager for ICI Paints, when the imported automotive refinish paint portfolio was introduced in India. The assignment included all India rollout, sales force effectiveness tool development, establishing of a specialized sales organization for the product, complete supply chain management, and marketing strategy formulation. He was the Brand Manager responsible for implementing the sub branding strategy of Godrej refrigerators as well as branch management function in Orissa.

Before joining MDI Gurgaon in 2007, he has taught at XIM Bhubaneswar and had been a visiting faculty at S.P. Jain Dubai Campus. He offers elective courses in Sales and Distribution, Business to Business Marketing, Product Management, Marketing Strategy, and Marketing for Virtual World.





He offers elective courses in Sales and Distribution, Business to Business Marketing, Product Management, Marketing Strategy, and Marketing for Virtual World to the Full Time MBA students as well as Executive MBA students.

 

PUBLICATIONS:

Research Papers

1. Mukherjee, J. (2016), "A Comprehensive Framework For Adoption Of Mobile Broadband Services In Indian Cities", Asian Journal of Empirical Research, Volume 6, Issue 1,  pp. 9-25, ISSN (P): 2306-983X

2. Mukherjee J., Tripathi P. (2016), "Understanding the Drivers of Brand Loyalty in Mixed Media Context", Vol 7, No 1, January-April, pp 1-13, IISN 0976-173X

3. Mukherjee J. (2015), “Case Study Based Pedagogy for Marketing Education in India”, Management and Change, Vol. 19, Issue 2, pp. 9-24, ISSN 0972-2149

4. Mukherjee J. (2015), “Mobile Money Adoption in India: Evidence from early adopters of technology”, Vilakshan, Vol. 12, Issue 2. pp. 95-118, ISSN 0973-1954

5. Chabbra S., Mukherjee, J. (2015), "Loyalty to a brand and its extension in high involvement purchases", Asian Journal of Empirical Research, Volume 5, Issue 12, pp. 252-263, ISSN (P): 2306-983X

6. Garg, R., Mukherjee, J., Biswas, S., & Kataria, A. (2015), "An investigation of antecedents and consequences of brand love in India",  Asia-Pacific Journal of Business Administration, 7(2). ISSN: 1757-4323

7. Mukherjee J. (2014), “Modeling the student’s learning by the case method: Indian Perspective”, Management and Change, Vol. 18, Issue 2, pp. 33-47, ISSN 0972-2149

8. Mukherjee J. (2014), “Market development by multinational brands: Empirical evidence from Indian fast food retailing business”, Vision, Vol. 18, Issue 1. pp. 1-7, ISSN 0972 – 2629.

9. Mukherjee J. (2013), “Acceptance of Global Brands in Mid-tier Emerging Market Cities: Evidence from Food Retail in India”, Vilakshan, Vol. 10, Issue 2. pp. 125-138, ISSN 0973-1954

10. Mukherjee J. (2013), “Marketing of innovative new products in emerging markets: a trust based framework”, Metamorphosis: A Journal of Management Research, Vol. 12, Issue No.1, pp. 8-29, ISSN 0972-6225

11. Mukherjee J. (2012), “Exploring the demographic differences in adoption of mobile marketing in India”, Management and Change, Vol. 16, Issue 1&2, pp. 64-81, ISSN 0972-2149

12. Mukherjee J., Pillai A. (2012), “Modeling the Online Social Network Adoption Behavior: Evidence from India”, Management and Change, Vol. 16, Issue 1&2, pp. 149-167, ISSN 0972-2149

13. Pillai A., Mukherjee J. (2011), “User acceptance of hedonic versus utilitarian social networking websites”, Emerald Journal of Indian Business Research, Volume 3, Issue 3, pp 181-192, ISSN 1755-4195

14. Mukherjee J. (2008), “Managing commercial success of new products in emerging markets based on trust building”, A.T. Business Management Review, Vol. 4, No 3, p.p. 57-68, ISSN 1813-0534

15. Mukherjee J., Mishra M. (2008) “A framework for developing effective technology –enabled distance education programs in management: A study of a video conference based program in an Indian perspective”, Journal of Business Systems, Governance & Ethics, Volume 2, Number 4. ISSN 1833-4318.

16. Mukherjee J. (2006), “Integrated New Product Development Framework for Engineer-to- Order Product”,  Pratibimba, Volume 6, Issue 1, ISSN 0972-5466

17. Mukherjee J., “A framework of managing new product innovation process: A Case based study”, Vilakshan, Vol. 2, Issue 2. pp. 79-102, ISSN 0973-1954

Case Studies

18. Mukherjee J. , Bhardwaj P.(2016), “Jabong: Balancing The Demands Of Customers and Suppliers”, Ivey Publishing, Product Numbers 9B16A028 and 8B16A028.

19. MUKHERJEE J. (2016), "SWOSTI FOODS: DECODING THE DISTRIBUTOR FINANCIAL METRICS ", VISION, VOL. 20, NO. 2, PP. 139-143, ISSN 0972 – 2629.

20. Mukherjee J., Mathur G., Dhar N. (2015), “Maruti Suzuki India: Defending Market Leadership in the A-segment”, Ivey Publishing, Product Numbers 9B15A016 and 8B15A016.

21. Chhabra S., Mukherjee J. (2015), “JMD Oils: Deciding on a Growth Strategy”, Ivey Publishing, Product Numbers 9B15M055 and 8B15M055.

22. Mukherjee J. (2015), "Solving the supply shortage at ICC India", Vision, Vol. 19, No. 2, pp. 161-170, ISSN 0972 – 2629.

23. Mukherjee J. (2015), "Kurdola: Product Portfolio Decision", Vision, Vol. 19, No. 1, pp. 58-64, ISSN 0972 – 2629.

24. Mukherjee J., Padmanabhan S. (2015), “Boosting Boost: Charting Growth Opportunities”, Ivey Publishing, Product Numbers 9B15A003 and 8B15A003.

25. Mukherjee J., Kawde S. (2014), “Citibank India Credit Cards: Strategy for Profitable Growth”, Ivey Publishing, Product Numbers 9B14A016 and 8B14A016.

26. Mukherjee J. (2014), " Durapro: Driving Sales through Distribution Channel", Vision, Vol. 18, No. 1, pp. 55-60, ISSN 0972 – 2629.

27. Mukherjee J., Seth R. (2013), “HCL Beanstalk: All-in-One Desktop Re-Launch”, Ivey Publishing, Product Number 9B13A012 and 8 B13A012.

28. Dhall, P., Mukherjee, J., Guin, K.K. (2013), “Ocean World Water Park– Destination Marketing Challenge", in Emerald Emerging Markets Case Studies, Vol. 3, No 3, pp. 1-9, ISSN 2045-0621

29. Mukherjee J. (2013), "Performance Management in KRC", Vision, Vol. 17, No. 1, pp. 63-71, ISSN 0972 – 2629.

30. Mukherjee J. (2012), "HCL Care: Harnessing the Out of Warrantee ICT Service Market”, Emerald Emerging Markets Case Study Collection, Vol. 2, No 7, pp. 1-15, ISSN 2045-0621

31. Mukherjee J., Gupta A., Pande B. (2012), “Aircel: Distribution Challenges”, Vision, Vol. 16, No. 3, pp. 201-211, ISSN 0972 – 2629.

32. Mukherjee J., Bhullar N. (2012), “ESAF: Making Marketing Work For The Social Sector”, Asian Case Research Journal, Vol. 16, Issue 1, pp. 133-154,  Print ISSN: 0218-9275, Online ISSN: 1793-6772 

33. Mukherjee J., Kapoor A. (2012), “Team Computers: Positioning to grow”, Emerald Emerging Markets Case Study Collection, Vol. 2, No3, PP 1-13, ISSN 2045-0621.

34. Mukherjee J., Sundararajan M. (2012), "HCL: Facing the challenge of the laptop market", Vikalpa, Vol. 37, No 1, pp 113-126, ISSN 0296-0909. 

35. Mukherjee J. (2012), “Bulk deal in Bagri Market”, Vision, Volume 15 (4), pp 369-377, ISSN 0972 – 2629.

36. Mukherjee J., Trivedy M. (2011), “Corporate Brand Building at SRF: Challenge of selecting the brand consultant”, Emerald Emerging Markets Case Study Collection, Volume1, Number4, pp. 1-18, ISSN 2045-0621.

37. Mukherjee J. (2011), “BBMCI: Setting up a distribution channel in India”, Emerald Emerging Markets Case Study Collection, Volume 1, Number 1, pp 1-10, ISSN 2045-0621.

38. Mukherjee J., Basu A. (2010), “Distributor Sales Force Performance Management”, Vision, Volume 14, Number 4, ISSN 0972 – 2629.

Conference Papers

39. Mukherjee J. (2016) "Using New Case Studies For Evaluation Of Marketing Student's     Academic Performance", 7th International Conference on Excellence in Research and Education, IIM Indore, India , 5th-8th May 2016

40. Mukherjee J., Khurana J. (2015) “Model for Online Purchase: A study of e-retail in India”,  Global Conference on Managing in Recovering Markets 2015, Management Development Institute, Gurgaon, India, March 11-13, 2015.

41. Mukherjee J. (2014) “Adoption of 4G mobile data services in India”,  Global Conference on Managing in Recovering Markets 2014, University of Southern Australia, Adelaide, Austalia, November  8th – 9th, 2014.

42. Mukherjee J. (2014) “Considerations in Medical Software Purchase: Evidence from Dentistry in India”,  Global Conference on Managing in Recovering Markets 2014, MDI Gurgaon, March 5th – 7th, 2014.

43. Sharma K, Mukherjee J.  Gupta M. (2014), “Customer voices incorporated in a marketing class: A review”, Global Conference on Managing in Recovering Markets 2014, MDI Gurgaon, March 5th – 7th, 2014.

44. Chhabra S. & Mukherjee J. (2013), "Empirical Analysis of Transfer of Brand Loyalty in Brand Extensions", ICRM (International Conference on Research in Marketing) -13, December 2013, IIT Delhi, India.

45. Mukherjee J. (2013), “Market Development by Multinational Brands: Empirical Evidence from Indian Fast Food Retailing Business” presented in 20th Annual Convention of ASBBS (American Society of Business and Behavioral Sciences), February 2013, Las Vegas, USA.

46. Mukherjee J. & Seth R. (2012), “HCL Beanstalk: All In One Desktop Re-Launch” Winner of the ISB – Ivey Global case competition 2012 in the Marketing Business Category presented in 24th Annual Convention of AIMS (Association of Indian Management Schools), August 2012, Hyderabad, India. 

47. Mukherjee J. (2012) “Modeling the Indian students learning by case method” presented for the “J.L. Batra Best Research Paper Award” in the 24th Annual Convention of AIMS (Association of Indian Management Schools), August 2012, Hyderabad, India. 

48. Mukherjee J., A. Kapoor “Team Computers 2008”, presented in the North American Case Research Association Conference 2009, Santa Cruz, California, USA.

49. “Innovative new product adoption process: A trust based framework”, presented in the 17th Annual Convention of AIMS (Association of Indian Management Schools), August 2005, Hyderabad, India. This paper was recipient of the 1st prize under the category of the “Best Research Paper Award” in category of “Manufacturing” as well as a gold medal.

50. “Consumer trust management: Key to commercial success of new products in emerging markets”, presented at 9th International Conference of Marketing and Development, June 2005, Thessaloniki, Greece. This paper was recipient of the Erdogan Kumcu Best Paper Award in the conference.

51.  “New product introduction process in emerging markets”, presented at Strategy Summit 2005, February 2005, ICFAI Business School, Kolkata.

52.  “A framework of managing new product innovation process in an emerging market: Case study of a pharmaceutical manufacturing company in India”, presented at IMRC 2004 Conference, December 2004, IIM Bangalore, India.

Books

53. Goetsch D.L., Davis S., Mukherjee J. (2012), “ Effective Customer Service – Ten Steps for Technical Professions”, Pearson Education in South Asia, ISBN: 978-81-317-8592-8

54. Mukherjee J. (2011), “Trust Based Adoption of Innovative New Products and NPD Process”, Lambert Academic Publishing GmbH & Co. KG, ISBN: 978-3-8443-0682-8

55. Kapil, K.N., Mukherjee J. (2011) “ Case Studies in Marketing” Pearson Education in South Asia, ISBN: 978-81-317-5633-1

Chapters in an edited book

56. Mukherjee J. (2014) “Considerations in Medical Software Purchase: Evidence from Dentistry in India”, Springer Proceedings in Business and Economics - Managing in Recovering Markets, pp. 193-201, DOI 10.1007/978-81-322-1979-8_15

57. Sharma K., Mukherjee J., Gupta M. (2014), “Customer voices incorporated in a marketing class: A review”, Springer Proceedings in Business and Economics - Managing in Recovering Markets, pp. 235-240, DOI 10.1007/978-81-322-1979-8_18

Book reviews 

58. “Cases in Marketing Management”, Vision, Vol. 16, No 2 (2012), p.p. 147-48, ISSN 0972 – 2629 

59.  “Neuromarketing: Understanding the buy button in your customer’s brain”, Vision, Vol. 16, Issue No 1 (2012). p.p. 72-73, ISSN 0972 – 2629

60. “Total Relationship Management”, Vilakshan, Vol. 4, Issue No 2. p.p. 249-252, ISSN 0973-1954 

Case Analysis

61. Mukherjee J. (2010), “Case Analysis: TATA Steelium – A Success Story in B2B Branding”, Vikalpa, Volume 35, No. 2, April – June 2010

 

Dr Mukherjee has taken up numerous MDP training assignments for senior executives Steel Authority of India, Reserve Bank of India, Bharat Electronics Limited, Nestle India Limited¸ Hewlett Packard, Life Insurance Corporation of India, Jindal Stainless, Syngenta¸ Nalco¸ Orissa Mining Corporation¸ Coromondal Fertilizer Limited in the area of Marketing Strategy, Sales and Distribution Management¸ Brand Management, Product and Pricing.

Dr. Mukherjee had advised the Product Management team of HCL Infosystems Limited on their new product initiatives and also facilitates the meetings of Customer Advisory Board. He has been a consultant and trainer for Team Computers Pvt. Limited (an IT solution provider and a prominent tier two distributor for HP India), helping in the sales force training as well as the positioning strategy formulation. He has also developed and delivered customized training programs for the Area Sales Managers and channel partners of Nestle India, Tata Chemicals, HMT Tractors, HP India.