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Dr Bidit Dey

Dr Bidit Dey
Senior Lecturer


Bidit is the Director of the Brunel MBA Programme and a Senior Lecturer in Marketing. Prior to joining this position, Bidit worked as a Senior Lecturer in Marketing at Northumbria University. He has also covered positions in a number of other universities in the UK and Bangladesh.  

Bidit’s main research interests revolve around the adoption and use of technologies particularly in emerging economies. He has also extensively researched and published on co-creation of value and consumer acculturation. Bidit’s publications include academic articles in peer reviewed journals such as: International Marketing ReviewInformation Technology and People; Information Systems Frontier; Journal of Marketing Management and Production, Planning and Control. Bidit is the co-chair of the Qualitative Inquiry in Marketing, SIG of Academy of Marketing.

Bidit is currently guest editing a special issue on "Acculturation in the 'Social Media: a myth or reality? Analysing social media led integration and polarisation" for Technological Forescasting and Social Change, a leading multi-disciplinary journal. Bidit has 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 has presented several papers in peer reviewed conferences.

Bidit has been actively involved in a number of training programmes and consultancy projects. 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 Director of the Brunel MBA Programme. He teaches in both undergraduate and postgraduate programmes. Bidit supervises MSc, MBA and PhD dissertations.  

Newest selected publications

Dey, BL., Babu, MM., Rahman, M., Dora, M. and Mishra, N. (2018) 'Technology upgrading through co-creation of value in developing societies: Analysis of the mobile telephone industry in Bangladesh'. Technological Forecasting and Social Change. ISSN: 0040-1625 Open Access Link

Journal article

Dey, BL., Balmer, JMT., Pandit, A. and Saren, M. (2018) 'Selfie appropriation by young British South Asian adults: reifying, endorsing and reinforcing dual cultural identity in social media'. Information Technology and People, 31 (2). pp. 482 - 506. ISSN: 0959-3845 Open Access Link

Journal article

Sarpong, D., Botchie, D. and Dey, B. (2018) 'From marginal to mainstream: The revival, transformation and boom of plant medicine'. Science and Public Policy. ISSN: 1471-5430 Open Access Link

Journal article

Lou, J., Dey, BL., Yalkin, C., Sivarajah, U., Punjaisri, K., Huang, Y. and et al. (2018) 'Millennial Chinese Consumers’ Perceived Destination Brand Value'. Journal of Business Research. ISSN: 0148-2963 Open Access Link

Journal article

Dey, BL., Sarma, M., Pandit, A., Sarpong, D., Kumari, S. and Punjaisri, K. (2017) 'Social media led co-creation of knowledge in developing societies: SME’s roles in the adoption, use and appropriation of smartphones in South Asia'. Production Planning and Control. ISSN: 0953-7287 Open Access Link

Journal article
More publications(26)