Subir Bandyopadhyay

Indiana University Northwest, School of Business and Economics, Faculty Member

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Subir Bandyopadhyay is a professor of marketing at the School of Business and Economics at Indiana University Northwest. He has also taught previously at McGill University, the University of Ottawa, the University of Cincinnati, and the University of Iowa. He obtained his PhD in marketing from the University of Cincinnati in 1994. He also holds a MBA and a BS in Mechanical Engineering. He has won numerous teaching and research awards including Fulbright Fellowship from the US Government, Department of State, Frederic Bachman Lieber Memorial Award from Indiana University for teaching excellence across all IU campuses, Distinguished Teacher Award at McGill University, Royal Bank Teaching Innovation Grant in Canada, Distinguished Research/Creativity Award, Trustee Teaching Award, Harris Bank Best Researcher Award and Mercantile Bank Teaching Award at IUN, the Bender-FACET Fellowship, and the Mack Fellowship from Indiana University. He also received Honorary professorship from Renmin University, and Xi’an Statistical Institute, both in China. Most recently, in fact earlier this month, he received the Distinguished Service Award from IU Northwest for his service to the Indiana University for last 16 years.

He has research interests in e-marketing, retailing, brand management, nonprofit marketing, and global marketing. He has published extensively in many reputed marketing journals including Marketing Science, Journal of Retailing, Journal of Consumer Marketing, Marketing Management, Journal of Retailing and Consumer Services, Journal of Product and Brand Management, Thunderbird International Business Review, Journal of International Consumer Marketing, and International Journal of Advertising. His research has been funded by the Research and University Grant and CIBER grants of Indiana University, and by many government agencies and NGOs such as SSHRC, CIDA, the Lilly Endowment, the Byron Root Foundation, and by private corporations such as Procter & Gamble, and the Kroger Co.
Phone: 219-980-6900
Address: 3400 Broadway
School of Business & Economics
Dunes Medical/Professional Building
Gary, IN 46408
USA

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Papers by Subir Bandyopadhyay

Measuring Customer Equity in Noncontractual Settings Using a Diffusion Model: An Empirical Study of Mobile Payments Aggregator

Journal of Theoretical and Applied Electronic Commerce Research, Nov 20, 2020

Customers are important intangible assets of firms. Customer equity (CE) and customer equity sust... more Customers are important intangible assets of firms. Customer equity (CE) and customer equity sustainability ratio (CESR) cannot only provide a crucial basis for measuring the growth potential of firms but also provide managers a reference standard to allocate the marketing resource. This empirical study discussed the CE measurement of a mobile payments aggregator. With the rapid development of mobile payment in China, it is very meaningful to calculate the CE of these aggregators as an emerging business pattern because calculating CE cannot only help the mobile payments aggregator evaluate its future business development but also help it to provide value-added services and generate service fee from its clients, i.e., the retailers. The main purpose of this paper is to calculate CE of a mobile payments aggregator generated from a specific retailer from the perspective of technology diffusion. Based on the Bass model and Rogers' theory of innovation diffusion, we calculated CE and CESR for five segments, namely innovators, early adopters, early majorities, late majorities, and laggards. The results show that it is the early adopters and the early majorities who generate most of the profit and it is also these two segments that have the greatest growth potential in the future.

Subir Bandyopadhyay

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