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Dr Bidit Dey
Associate Head of Strategy & External Relations / Reader

Eastern Gateway 211


Bidit is a Reader in Marketing and Associate Head of Brunel Business School (Strategy and External Relations). He has an overall responsibility for supporting strategy development by tracking and evaluating School’s performance against accreditation and ranking criteria and providing positive and creative leadership, imaginative thinking and working as a pivotal link between BBS' overarching strategy and the day-to-day operations in key priority areas. Prior to joining Brunel Business 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.

During his almost a decade long career at Brunel Business School, Bidit assumed a number of senior management roles including the Head of Executive Education, Alumni Relations and Stakeholder Engagement. Bidit initiated executive education and student mentoring schemes at the Business School. As the acting Accreditation Director, Bidit played a significant role in securing the extension of AACSB accreditation. Bidit served as the Director of the Brunel MBA for four years and led the tranformation of the programme, that resulted in operational sustainability, enhanced student satisfaction and global ranking. His tranformative and entrepreneurial leaderhip was instrumental in achieving AMBA (Association of MBAs) reaccreditation in 2020. As part of his current role, Bidit provides strategic support and guidance to Brunel HIVE and liaises with various stakholders such as Advisory Board members, Executives in Residence and business and community organisations in order to facilitate BBS' collaboration with external entities.    

Bidit has a sustained record of high-quality teaching, evidenced through student feedback and peer observation. He teaches on the MBA and undergraduate programmes. On several occasions he received the Best Tutor Award from the Dean of Brunel Business School, due to 100% student satisfaction on his modules.   

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 has published more than 35 articles in leading business and management journals, such as: British Journal of ManagementInternational 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: 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 succesfully acquired research grants from British Council, Association of Information Sytems and UKRI. Currenlty, he is leading a collaborative research project to support inclusive digital finance in Egypt. 

Bidit is actively involved in consultancy and business training projects. Bidit led and conducted consultancy projects and executive training programmes for a range of small and large commercial entities and government organisations. His consultancy and research led to significant impacts on the marketing strategy of Hutchinson 3G and enabled Tahola Ltd (a data mining company) to cope with the COVID-19 induced business challenges. 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 and University of Middlesex. 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

Roy, SK., Singh, G., Hatton, C., Dey, BL., Ameen, N. and Kumar, S. (2022) 'Customers’ motives to co-create in smart services interactions'. Electronic Commerce Research, 0 (ahead of print). pp. 1 - 34. ISSN: 1389-5753 Open Access Link

Journal article

Brown, DM., Apostolidis, C., Singh, P., Dey, BL. and Chelekis, J. (2022) 'Exploring multi-stakeholder value co-creation as an entrepreneurial approach to survival and sustainability: The case of Pennine Pubs'. International Journal of Entrepreneurship and Innovation, 0 (ahead of print). pp. 1 - 10. ISSN: 1465-7503 Open Access Link

Journal article

Dey, BL., Nasef, YT., Brown, DM., Samuel, L., Singh, P. and Apostolidis, C. (2022) '(Im)migrants’ appropriation of culture: Reciprocal influence of personal and work contexts'. Journal of World Business, 58 (2). pp. 1 - 14. ISSN: 1090-9516 Open Access Link

Journal article

Aman, A., Roy, SK., Lees-Marshment, J., Dey, BL., Muhammad, SS. and Kumar, S. (2022) 'Political social media marketing: A systematic literature review and future research agenda'. Electronic Commerce Research. ISSN: 1389-5753

Journal article

Dey, BL., Alwi, SFS., Babu, MM., Roy, SK. and Muhammad, SS. (2022) 'Brexit or Brand it? The Effects of Attitude Towards Brexit and Reshored Brands on Consumer Purchase Intention'. British Journal of Management, 0 (in press). ISSN: 1045-3172 Open Access Link

Journal article
More publications(51)