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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. He has strategic oversight of BBS's accreditations that include AACSB and AMBA. 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.

Bidit served as the Director of the Brunel MBA for four years and led the tranformation of the programme. His tranformative and entrepreneurial leaderhip played a major part in securing AMBA (Association of MBAs) reaccreditation in 2020. Currenlty, Bidit is leading the executive education, alumni relations and stakeholder engagment initiatives at BBS. In his current role, Bidit is responsible for the management of the School’s standard and bespoke executive education programmes. He is also in charge of designing and implementing School's alumni relations initiatives and the mentoring programmes for undergraduate and MBA students. Bidit liaises with various stakholders such as Advisory Board members, Executives in Residence and business and community organisations in order to facilitate BBS' strategic 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: 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: 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 has been succesful in acquiring 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

Singh, P., Bala, H., Dey, B. and Filieri, R. (2022) 'Enforced remote working: The impact of digital platform-induced stress and remote working experience on technology exhaustion and subjective wellbeing'. Journal of Business Research, 151. pp. 269 - 269. ISSN: 0148-2963

Journal article

Syed, M., Dey, B., Alwi, S., Kamal, M. and Asaad, Y. (2022) 'Consumers’ willingness to share digital footprints on social media: the role of affective trust'. Information Technology and People, 0 (in press). ISSN: 0959-3845 Open Access Link

Journal article

Singh, P., Brown, DM., Chelekis, J., Apostolidis, C. and Dey, BL. (2021) 'Sustainability in the Beer and Pub Industry During the COVID-19 Period: An Emerging New Normal'. Journal of Business Research, 0 (in press). pp. 656 - 672. ISSN: 0148-2963 Open Access Link

Journal article

Soni, G., Mangala, SK., Singh, P., Dey, BL. and Dora, M. (2021) 'Technological interventions in social business: Mapping current research and establishing future research agenda'. Technological Forecasting and Social Change, 169. pp. 1 - 15. ISSN: 0040-1625 Open Access Link

Journal article

Babu, MM., Rahman, M., Alam, A. and Dey, BL. (2021) 'Exploring big data-driven innovation in the manufacturing sector: evidence from UK firms'. Annals of Operations Research. pp. 1 - 28. ISSN: 0254-5330 Open Access Link

Journal article
More publications(43)