Suraksha Gupta
Lecturer
Contact Details
Brunel University
Uxbridge
UB8 3PH
United Kingdom
Summary
Dr Suraksha Gupta is a Lecturer of Marketing at the Brunel Business School. Dr Gupta’s research focuses on issues that relate business-to-business marketing to business performance. Recent research publications of Dr Gupta also focus on role of business-to-business customers in enabling a business to become sustainable. Her research has been published in many journals for e.g. Industrial Marketing Management, Journal of World Business, Journal of General Management and Journal of Business and Industrial Marketing. The research paper published in IMM investigated implications of business and culture on behaviour of business customers of international firms in emerging markets was one of the most downloaded paper and The study on EU enlargement from a brand perspective received highly commended award from Emerald Literati Network in 2009. Dr Gupta’s strategic advise has enabled companies like Roasty Foods and Riviera Group to successfully set up their business-to-business network in India and use their brand to drive behaviour of their business customers for superior performance. Before taking up an academic career, Dr Gupta provided consulting to international brands such as Compaq, Samsung and O2 and helped them to strategise their business expansion plan in large and complex markets like India.
Consulting experience:
- 2012 – Advisor, Roasty Foods Pvt Ltd, India
- 2010 – Advisor, Brand and Market Development, Riviera Group of Companies, India
- 2009 – Advisor, Market Research, Opticomm Media Ltd, UK
- 1998-2006: Director Systems Research Pvt Ltd., India
- 1995 – 1998: Regional Manager, JL Marketing Services Pvt Ltd, India
- 1990 – 1995: Information Assistant, Tata Energy Research Institute, India
- 1990 – 1990: Executive for ‘Newspaper in Education’ supplement of The Times of India, India
Education:
- PhD in Marketing
- MBA
- Bachelor of Commerce
Teaching and Research
Teaching
Research Interests
- Corporate Brand Management
- Business-to-Business Marketing
- Business Sustainability
- Emerging Markets
Research Centres
Publications
Publications
Journal Papers
(Forthcoming) Gupta, S., Dannis, C., Melewar, TC. and Brakus, J., The Effect of Digital Signage on Shoppers’ Behavior: The Role of the Evoked Experience, Journal of Business Research (Forthcoming)
(2013) Gupta, S., Melewar, TC. and Czinkota, M., Sustainability for Brand Differentiation, Journal of World Business 48 (3)
(2013) Gupta, S. and Kumar, V., Sustainability as a corporate culture of a brand for superior performance, Journal of World Business 48 (3)
(2013) Gupta, S. and Malhotra, N., Marketing innovation: A resource based view of international and local firms, Marketing Intelligence and Planning 31 (2)
(2012) Gupta, S., Melewar, TC. and Czinkota, M., Global business management for sustainability and competitiveness: The role of corporate branding, corporate identity and corporate reputation, Journal of World Business
(2011) Gupta, S., Navare, J. and Melewar, TC., Investigating the implications of business and culture on the behaviour of customers of international firms, Industrial Marketing Management 40 (1) : 65- 77
(2010) Gupta, S., Melewar, TC. and Bourlakis, M., A Relational Insight of Brand Personification in Business-to-business Markets, Journal of General Management 35 (4)
(2010) Gupta, S., Melewar, TC. and Bourlakis, M., Transfer of brand knowledge in business-to-business markets: a qualitative study, Journal of Business and Industrial Marketing 25 (5) : 395- 403
(2009) Gupta, S., Chigovanyika, T., Melewar, TC. and Pickton, D., MNEs Executive Insights into International Advertising Programme Standardisation, Journal of Marketing Communications 15 (5)
(2008) Melewar, TC., Hayday, D., Gupta, S. and Cohen, G., EU enlargement: A case study of branding standardisation, EuroMed Journal of Business 3 (2) : 179- 201
(2008) Melewar, TC., Mui, H., Gupta, S. and Knight, J., The impact of the current expansion of the European Union on international marketing strategies on Norwegian multinational farmed salmon producers: a case study, Marketing Intelligence and Planning 26 (4) : 405- 415
(2008) Gupta, S., Grant, S. and Melewar, TC., The expanding role of intangible assets of the brand, Management Decision 46 (6) : 948- 960
