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

Eastern Gateway 211

Research area(s)

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 Forecasting 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. 

Research group(s)

Research Interests

  • Technology adoption and appropriation in emerging markets.
  • Acculturation and ethnic consumer culture.
  • Digital consumer culture
  • Co-creation

Research grants and projects

Project details

Developing capacity and research network to promote inclusive digitalfinance for Egyptian single mothers. - funded by British Council