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Dr Bidit Dey

Dr Bidit Dey

Eastern Gateway 211


Bidit is a Reader in Marketing and the Head of Executive Education, Alumni Relations and Stakeholder Engagement. Prior to joining Brunel Busiess School, Bidit worked as a Senior Lecturer in Marketing at Northumbria University. He held positions in a number of other universities in the UK and Bangladesh.

Bidit led the tranformation of the Brunel MBA by modernising its teaching and learning, enhancing student satisfaction and engaging with local and international business and academic institutes. His tranformative and entrepreneurial leaderhip played a major part in securing AMBA (Association of MBAs) reaccreditation in 2020. The Brunel MBA currently ranks amongst top 50 European MBA by QS.

Bidit has a sustained record of high-quality teaching, evidenced through student feedback and peer observation. He teaches on the MBA and undergraduate programmes. In 2019, the Dean of Brunel Business School recognised Bidit as one of the best tutors, due to 100% student satisfaction on his module.   

Bidit's research is underpinned by his passion to study communities and cultures. He coined and theorised a new concept called ‘digital consumer culture’, introduced a multi-dimensional perspective toward studying acculturation, and developed a novel model of co-creation in emerging economies. Bidit’s publications include academic articles in peer reviewed journals such as: International Marketing ReviewIndustrial Marketing Management, Technological Forecasting and Social Change, Journal of Business Research, Information Technology and People; Information Systems Frontier; Journal of Marketing Management and Production, Planning and Control. Bidit guest edited special issues for leading management and marketing periodicals including Technological Forescasting and Social Change and Journal of Marketing Management. Bidit co-edited a monograph for Palgrave Macmillan with Dr Raffaele Filieri and Dr Karim Sorour: ICTs in Developing Countries: Research, Practices and Policy Implications, and also published book chapters and presented more than twenty-five papers in peer reviewed conferences.

Bidit consulted for Hutchinson 3G. His consultancy and research led to significant impact on the marketing strategy of Hutchinson 3G. Bidit led and conducted consultancy projects and executive training programmes for a range of small and large commercial entities and government organisations (eg. Welsh Assembly Government). Bidit's research provided useful policy implications for Bangladesh Government.  

Bidit is currently serving as an external examiner to the Essex MBA and BSc in Marketing, University of Greenwich. 

Bidit served as a member of the CIM (Chartered Institute of Marketing) technical advisory committee and co-chaired the Qualitative Inquiry Special Interest Group of the prestigious Academy of Marketing. Bidit is a member of the Interantational Advisory Board of Amity University, India. He is a fellow of the Higher Education Academy and also a member of the British Academy of Management, and Academy of Marketing.


Bidit is the Head of Executive Education, Alumni Relations and Stakeholder Engagement. He teaches on the MBA and undergraduate programmes. Bidit supervises MSc, MBA and PhD dissertations.  

Newest selected publications

Soni, G., Mangala, SK., Singh, P., Dey, B. and Dora, M. (2021) 'Technological interventions in social business: Mapping current research and establishing future research agenda'. Technological Forecasting and Social Change, 169. pp. 120818 - 120818. ISSN: 0040-1625

Journal article

Dey, BL., Al-Karaghouli, W. and Muhammad, SS. (2020) 'Adoption, Adaptation, Use and Impact of Information Systems during Pandemic Time and Beyond: Research and Managerial Implications'. Information Systems Management, 37 (4). pp. 298 - 302. ISSN: 1058-0530

Journal article

Daowd, A., Kamal, MM., Eldabi, T., Hasan, R., Missi, F. and Dey, BL. (2020) 'The impact of social media on the performance of microfinance institutions in developing countries: a quantitative approach'. Information Technology and People, 34 (1). pp. 25 - 49. ISSN: 0959-3845

Journal article

Babu, MM., Dey, BL., Rahman, M., Roy, SK., Alwi, SFS. and Kamal, MM. (2020) 'Value co-creation through social innovation: A study of sustainable strategic alliance in telecommunication and financial services sectors in Bangladesh'. Industrial Marketing Management, 89. pp. 13 - 27. ISSN: 0019-8501 Open Access Link

Journal article

Kizgin, H., Dey, BL., Dwivedi, YK., Hughes, L., Jamal, A., Jones, P., et al. (2020) 'The impact of social media on consumer acculturation: Current challenges, opportunities, and an agenda for research and practice'. International Journal of Information Management, 51. pp. 102026 - 102026. ISSN: 0268-4012

Journal article
More publications(38)