Jaydeep Mukherjee


[email protected]


Academic background: Ph.D. from IIT Kharagpur (2006), PGDM from IIM Calcutta (1992), B.Sc. Hons (Chemistry) from St. Stephen’s College¸ Delhi (1989).

Prof. Mukherjee blends the latest academic research and industry experience to provide a fresh perspective and insights into marketing problems. He had worked in the industry for nine years, from 1992 to 2001. His work experience included branch management, institution sales responsibility, and developing a soft luggage range for Aristocrat luggage. 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 of the new products, developing sales force effectiveness tools, establishing a specialised sales organisation for the new product, complete supply chain management, and marketing strategy formulation. He was the Brand Manager responsible for implementing the sub-branding strategy of Godrej refrigerators and the branch management function in Orissa.

Dr. Mukherjee offers elective courses in Sales and Distribution, Business to Business Marketing, Product Management, Marketing Strategy, and Marketing for Virtual World to MBA students. Before joining MDI Gurgaon in 2007, he taught at Xavier Institute of Management, Bhubaneswar, and had been a visiting faculty at S.P. Jain Dubai Campus. He takes a keen interest in mentoring faculty and conducting faculty development programmes across many institutions. 

Dr. Mukherjee offers elective courses in Sales and Distribution, Business to Business Marketing, Product Management, Marketing Strategy, and Marketing for Virtual World to MBA students.

He has taken up numerous MDP training assignments for senior executives of 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 areas of Marketing Strategy, Sales and Distribution Management¸ Brand Management, Product and Pricing.

Research Papers

  • Gupta A.S., & Mukherjee, J. (2022). Long-term changes in consumers’ shopping behavior post-pandemic: an exploratory study, International Journal of Retailing and Distribution Management, https://www.emerald.com/insight/content/doi/10.1108/IJRDM-04-2022-0111/full/html
  • Nayak, S., Bhatnagar, J., Budhwar, P., Mukherjee, J. (2022). Commitment based human resources practices and knowledge creation in ambidextrous organizations: A moderated mediation study on expatriates working in India, Thunderbird International Business Review. https://onlinelibrary.wiley.com/doi/pdf/10.1002/tie.22307
  • Gupta A.S., & Mukherjee, J. (2022). Decoding revenge buying in retail: role of psychological reactance and perceived stress, International Journal of Retailing and Distribution Management, https://doi.org/10.1108/IJRDM-01-2022-0022
  • Krishna, R., & Mukherjee, J. (2021). Revitalizing Infrastructure Sector to Accelerate Economic Recovery in India. Vision, 09722629211007579.
  • Garg, R., Mukherjee, J., & Biswas, S. (2019). Consumer-based determinants of brand love and its consequences: a quantitative research. International Journal of Business and Emerging Markets, 11(2), 122-143.
  • Mukherjee J. (2018), “Using New Case Studies for Evaluation of Marketing Student’s Academic Performance”, Vision, Vol. 22, Issue 1. pp. 1-7, ISSN 0972 – 2629.
  • Raman, A., Bharadwaj, S. S., & Mukherjee, J. (2018). Developing SOA-enabled service agility capabilities: case studies in services industry. International Journal of Business Information Systems, Volume 27, Issue1, pp. 21-44.
  • Kataria, A., & Mukherjee, J. (2017). Sustainability marketing research: current status and future challenges. International Journal of Sustainable Strategic Management, Volume 5, Issue 3, pp. 245-266.
  • Kataria, A., Mukherjee, J., Biswas, S., Garg, R. (2016), "An Exploration of Consumers' Perceived Value of Sustainable Brands in India", Asian Journal of Business Research, Volume 6, Issue 2, pp. 52-68, ISSN 1178-8933
  • Mukherjee J., Tripathi P. (2016), "Understanding the Drivers of Brand Loyalty in Mixed Media Context", IIMS Journal of Management Science, Vol 7, No 1, January-April, pp 1-13, IISN 0976-173X
  • 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
  • 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
  • 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
  • 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
  • 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.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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.
  • Mukherjee J. (2006), “Integrated New Product Development Framework for Engineer-to- Order Product”, Pratibimba, Volume 6, Issue 1, ISSN 0972-5466
  • Mukherjee J. (2005), “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

  • Mukherjee, J. (2022), “Brand Tanishq: Navigating Social Media Backlash?”, Ivey Publishing, Product Numbers W25084 and W25085
  • Mukherjee, J. (2022), “Bengal Assembly Election 2021: TMC Coping With Important Leaders Defecting”, Sage Business Cases, http://dx.doi.org/10.4135/9781529793994
  • Tripathi, P., Mukherjee, J. (2022), “A COVID-19 Dilemma in India: Calibrating a Downsized Automobile Marketing Budget”, Sage Business Cases, http://dx.doi.org/10.4135/9781529795233
  • Mukherjee, J. (2022), “Essess by Indian Coatings: Facing Challenges of Salesforce Integration”, Sage Business Cases, http://dx.doi.org/10.4135/9781529795882
  • Mukherjee, J. (2022), “CoolFridge India: Retail Network Expansion in Rural Markets”, Sage Business Cases, http://dx.doi.org/10.4135/9781529796209
  • Mukherjee, J. (2022), “Investment in Dealer Training in an Uncertain Market: Balancing Immediate Needs With Long-Term Sales Performance”, Sage Business Cases, http://dx.doi.org/10.4135/9781529790542
  • Mukherjee, J. (2022), “Jeevan Nursing Home: Fighting Low-Priced Competitors During an Economic Downturn”, Sage Business Cases, http://dx.doi.org/10.4135/9781529796056
  • Mukherjee, J. (2022), “Selling Motorcycles in Kolkata: Challenges of Managing a Buying Centre”, Sage Business Cases, http://dx.doi.org/10.4135/9781529790771
  • Mukherjee, J. (2022), “Choosing the Right Job: Dilemma of a Fresh MBA”, Sage Business Cases, http://dx.doi.org/10.4135/9781529796438    
  • Mukherjee, J. (2022), “Raman Tractors: Establishing a Tractor Dealership”, Sage Business Cases, http://dx.doi.org/10.4135/9781529795240
  • Saini, A., Mukherjee, J. (2022), “The challenges of marketing budget preparation in uncertain times”, Ivey Publishing, Product Numbers W25497s and W25498.
  • Mukherjee, J. (2022), “Srikrishna Motors: Using Data to Manage Dealership Performance”, Vision, http://dx.doi.org/ 10.1177/0972262921995302
  • Mukherjee, J. (2021), “West Bengal assembly election 2021: The competitive marketing strategies at play?”, Ivey Publishing, Product Numbers W25425 and W25426.
  • Bhattacharya, S., Mukherjee, J. (2021), “White house industries: a customer selection conundrum”, Ivey Publishing, Product Numbers W25427 and W25428
  • Dasgupta, A., Mukherjee, J. (2021), “Star Medical Equipment: Grow market share or profitability?”, Ivey Publishing, Product Numbers W25233 and W25234.
  • Saini, A., Mukherjee, J. (2021), “The challenges of marketing budget preparation in uncertain times”, Ivey Publishing, Product Numbers 9B21A020s and 8B21A020w.
  • Mukherjee, J. (2021). Patanjali Ayurveda’s Coronil: Marketing Controversy on COVID-19 Cure. Vision, 09722629211004003.
  • Mukherjee J. (2020), "Setting Up Distribution Channel For Elixir Health Drink", Vision, Vol. 24, No. 4, pp. 520-526, ISSN 0972 – 2629.
  • Mukherjee J. (2020), "Growing The Sales of ‘Wondersmoke’: Overcoming the Retailers Cash Crunch", Asian Journal of Management Cases, Vol 17, No. 2, pp. 211-219.
  • Mukherjee J. (2020), “Basmati House Supermart: Competing with the E-Retail Channel”, Ivey Publishing, Product Numbers 9B20A068 and 8B20A068
  • Mukherjee J. (2020), "Sales Promotion Planning @TML", Vision, Vol. 24, No. 2, pp. 228-232, ISSN 0972 – 2629.
  • Mukherjee J. (2020), “Basmati House Supermart: Co-Operative Competition with an E-Retail Channel”, Ivey Publishing, Product Numbers 9B20A035 and 8B20A035
  • Mukherjee J. (2020), “LDFL India: Adapting a multi-channel distribution system for omnichannel consumers”, Ivey Publishing, Product Numbers 9B20A020 and 8B20A020
  • Kahturia V., Mukherjee J. (2020), “Ridlr: Leveraging Data Analytics for Mass Transit”, Ivey Publishing, Product Numbers 9B20A019 and 8B20A019
  • Mukherjee J., Agarwal A. (2020), “SmartMoney: Digital Payments Strategy in India”, Ivey Publishing, Product Numbers 9B20A007 and 8B20A007
  • Mukherjee J. (2019), "GTL: Transitioning from Entrepreneurial to Professionally Managed Business", Vision, Vol. 23, No. 4, pp. 454-458, ISSN 0972 – 2629.
  • Mukherjee J. (2018), " Customer Service Failure at Airways (India) Limited (A) & (B)", Vision, Vol. 22, No. 4, pp. 425-434, ISSN 0972 – 2629.
  • Mukherjee J. (2018), “Fairdeal Appliances: Managing The Dealer Network for Optimal Sales”, Ivey Publishing, Product Numbers 9B18A033 and 8B18A033
  • Mukherjee J. (2018), " Ajanta Spinning Yarns Company", Vilakshan, Vol. 15, No. 1, Pp. 113-125, ISSN 0973 – 1954
  • Mukherjee J. (2017), "Managing Sales Team At Balram Beverages ", Vision, Vol. 21, No. 4, Pp. 473-478, ISSN 0972 – 2629.
  • Mukherjee J. (2017), “OSS Cube: Deciding On the Levers of Growth”, Ivey Publishing, Product Numbers 9B17B041 AND 8B17B041.
  • Agarwal M., Mukherjee J. (2017), “Technology Uncorked: Crowd Sourcing for Idea”, Ivey Publishing, Product Numbers 9B17B015 and 8B17B015
  • Mukherjee J. (2017), "Knorr: Unlocking the market potential ", Vilakshan, Vol. 14, No. 1, pp. 129-150, ISSN 0973 – 1954
  • Mukherjee J. (2016), "Stopping Territory Infringement ", Vision, Vol. 20, No. 3, pp. 224-227, ISSN 0972 – 2629.
  • Mukherjee J, Bhardwaj P. (2016), “Jabong: Balancing The Demands of Customers and Suppliers”, Ivey Publishing, Product Numbers 9B16A028 and 8B16A028.
  • Mukherjee J. (2016), "Swosti Foods: Decoding The Distributor Financial Metrics ", Vision, Vol. 20, No. 2, pp. 139-143, ISSN 0972 – 2629.
  • Mukherjee J., Mathur G., Dhar N. (2015), “Maruti Suzuki India: Defending Market Leadership in the A-segment”, Ivey Publishing, Product Numbers 9B15A016 and 8B15A016.
  • Chhabra S., Mukherjee J. (2015), “JMD Oils: Deciding on a Growth Strategy”, Ivey Publishing, Product Numbers 9B15M055 and 8B15M055.
  • Mukherjee J. (2015), "Solving the supply shortage at ICC India", Vision, Vol. 19, No. 2, pp. 161-170, ISSN 0972 – 2629.
  • Mukherjee J. (2015), "Kurdola: Product Portfolio Decision", Vision, Vol. 19, No. 1, pp. 58-64, ISSN 0972 – 2629.
  • Mukherjee J., Padmanabhan S. (2015), “Boosting Boost: Charting Growth Opportunities”, Ivey Publishing, Product Numbers 9B15A003 and 8B15A003.
  • Mukherjee J., Kawde S. (2014), “Citibank India Credit Cards: Strategy for Profitable Growth”, Ivey Publishing, Product Numbers 9B14A016 and 8B14A016.
  • Mukherjee J. (2014), " Durapro: Driving Sales through Distribution Channel", Vision, Vol. 18, No. 1, pp. 55-60, ISSN 0972 – 2629.
  • Mukherjee J., Seth R. (2013), “HCL Beanstalk: All-in-One Desktop Re-Launch”, Ivey Publishing, Product Number 9B13A012 and 8 B13A012.
  • Dhall, P., Mukherjee, J., Guin, K.K. (2013), “Ocean World Water Park– Destination Marketing Challenge", Emerald Emerging Markets Case Studies, Vol. 3, No 3, pp. 1-9, ISSN 2045-0621
  • Mukherjee J. (2013), "Performance Management in KRC", Vision, Vol. 17, No. 1, pp. 63-71, ISSN 0972 – 2629.
  • 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
  • Mukherjee J., Gupta A., Pande B. (2012), “Aircel: Distribution Challenges”, Vision, Vol. 16, No. 3, pp. 201-211, ISSN 0972 – 2629.
  • 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
  • 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.
  • Mukherjee J., Sundararajan M. (2012), "HCL: Facing the challenge of the laptop market", Vikalpa, Vol. 37, No 1, pp 113-126, ISSN 0296-0909.
  • Mukherjee J. (2012), “Bulk deal in Bagri Market”, Vision, Volume 15 (4), pp 369-377, ISSN 0972 – 2629.
  • 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.
  • 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.
  • Mukherjee J., Basu A. (2010), “Distributor Sales Force Performance Management”, Vision, Volume 14, Number 4, ISSN 0972 – 2629.

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