Jaydeep Mukherjee

Professor, Marketing

Email :
Phone : +91-124-4560381

PhD from IIT Kharagpur (2006)¸ PGDM from IIM Caluctta (1992)¸ BSc. Hons (Chemistry) from St. Stephen’s College¸ Delhi (1989)

Work Experience:

Dr. Mukherjee blends latest academic research and industry experience to provide fresh perspective and insights to marketing problems. He had worked in industry for nine years from 1992-2001. The work experience included branch management, institution sales responsibility and development of soft luggage range for Aristocrat luggages. He was the Product Manager for ICI Paints, when the imported automotive refinish paint portfolio was introduced in India. The assignment included all India rollout, sales force effectiveness tool development, establishing of a specialized sales organization for the product, complete supply chain management, and marketing strategy formulation. He was the Brand Manager responsible for implementing the sub branding strategy of Godrej refrigerators as well as branch management function in Orissa.

Before joining MDI Gurgaon in 2007, he has taught at XIM Bhubaneswar and had been a visiting faculty at S.P. Jain Dubai Campus. He offers elective courses in Sales and Distribution, Business to Business Marketing, Product Management, Marketing Strategy, and Marketing for Virtual World.

He offers elective courses in Sales and Distribution, Business to Business Marketing, Product Management, Marketing Strategy, and Marketing for Virtual World to the Full Time MBA students as well as Executive MBA students.



Research Papers

1. Kataria, A., & Mukherjee, J. (2017). Sustainability marketing research: current status and future challenges. International Journal of Sustainable Strategic Management, 5(3), 245-266

2. Kataria, A., Mukherjee, J., Biswas, S., Garg, R. (2016), "An Exploration of Consumers' Perceived Value of Sustainable Brands in India", Asian Journal of Business Research, Volume 6, Issue 2, pp. 52-68, ISSN 1178-8933

3. Mukherjee, J. (2016), "A Comprehensive Framework For Adoption Of Mobile Broadband Services In Indian Cities", Asian Journal of Empirical Research, Volume 6, Issue 1,  pp. 9-25, ISSN (P): 2306-983X

4. Mukherjee J., Tripathi P. (2016), "Understanding the Drivers of Brand Loyalty in Mixed Media Context", IIMS Journal of Management Science, Vol 7, No 1, January-April, pp 1-13, IISN 0976-173X

5. Mukherjee J. (2015), “Case Study Based Pedagogy for Marketing Education in India”, Management and Change, Vol. 19, Issue 2, pp. 9-24, ISSN 0972-2149

6. Mukherjee J. (2015), “Mobile Money Adoption in India: Evidence from early adopters of technology”, Vilakshan, Vol. 12, Issue 2. pp. 95-118, ISSN 0973-1954

7. Chabbra S., Mukherjee, J. (2015), "Loyalty to a brand and its extension in high involvement purchases", Asian Journal of Empirical Research, Volume 5, Issue 12, pp. 252-263, ISSN (P): 2306-983X

8. Garg, R., Mukherjee, J., Biswas, S., & Kataria, A. (2015), "An investigation of antecedents and consequences of brand love in India",  Asia-Pacific Journal of Business Administration, 7(2). ISSN: 1757-4323

9. Mukherjee J. (2014), “Modeling the student’s learning by the case method: Indian Perspective”, Management and Change, Vol. 18, Issue 2, pp. 33-47, ISSN 0972-2149

10. Mukherjee J. (2014), “Market development by multinational brands: Empirical evidence from Indian fast food retailing business”, Vision, Vol. 18, Issue 1. pp. 1-7, ISSN 0972 – 2629.

11. Mukherjee J. (2013), “Acceptance of Global Brands in Mid-tier Emerging Market Cities: Evidence from Food Retail in India”, Vilakshan, Vol. 10, Issue 2. pp. 125-138, ISSN 0973-1954

12. Mukherjee J. (2013), “Marketing of innovative new products in emerging markets: a trust based framework”, Metamorphosis: A Journal of Management Research, Vol. 12, Issue No.1, pp. 8-29, ISSN 0972-6225

13. Mukherjee J. (2012), “Exploring the demographic differences in adoption of mobile marketing in India”, Management and Change, Vol. 16, Issue 1&2, pp. 64-81, ISSN 0972-2149

14. Mukherjee J., Pillai A. (2012), “Modeling the Online Social Network Adoption Behavior: Evidence from India”, Management and Change, Vol. 16, Issue 1&2, pp. 149-167, ISSN 0972-2149

15. Pillai A., Mukherjee J. (2011), “User acceptance of hedonic versus utilitarian social networking websites”, Emerald Journal of Indian Business Research, Volume 3, Issue 3, pp 181-192, ISSN 1755-4195

16. Mukherjee J. (2008), “Managing commercial success of new products in emerging markets based on trust building”, A.T. Business Management Review, Vol. 4, No 3, p.p. 57-68, ISSN 1813-0534

17. Mukherjee J., Mishra M. (2008) “A framework for developing effective technology –enabled distance education programs in management: A study of a video conference based program in an Indian perspective”, Journal of Business Systems, Governance & Ethics, Volume 2, Number 4. ISSN 1833-4318.

18. Mukherjee J. (2006), “Integrated New Product Development Framework for Engineer-to- Order Product”,  Pratibimba, Volume 6, Issue 1, ISSN 0972-5466

19. Mukherjee J. (2005), “A framework of managing new product innovation process: A Case based study”, Vilakshan, Vol. 2, Issue 2. pp. 79-102, ISSN 0973-1954

Case Studies

20. Mukherjee J. (2017), “Oss Cube: Deciding On the Levers of Growth”, Ivey Publishing, Product Numbers 9B17B041 AND 8B17B041.

21. Agarwal M., Mukherjee J.(2017), “Technology Uncorked: Crowd Sourcing For Idea”, Ivey Publishing, Product Numbers 9B17B015 AND 8B17B015.

22. Mukherjee J. (2017), "Knorr: Unlocking the market potential ", Vilakshan, Vol. 14, No. 1, pp. 129-150, ISSN 0973 – 1954

23. Mukherjee J. (2016), "Stopping Territory Infringement ", Vision, Vol. 20, No. 3, pp. 224-227, ISSN 0972 – 2629.

24. Mukherjee J. , Bhardwaj P.(2016), “Jabong: Balancing The Demands Of Customers and Suppliers”, Ivey Publishing, Product Numbers 9B16A028 and 8B16A028.

25. Mukherjee J. (2016), "Swosti Foods: Decoding The Distributor Financial Metrics ", Vision, Vol. 20, No. 2, pp. 139-143, ISSN 0972 – 2629.

26. Mukherjee J., Mathur G., Dhar N. (2015), “Maruti Suzuki India: Defending Market Leadership in the A-segment”, Ivey Publishing, Product Numbers 9B15A016 and 8B15A016.

27. Chhabra S., Mukherjee J. (2015), “JMD Oils: Deciding on a Growth Strategy”, Ivey Publishing, Product Numbers 9B15M055 and 8B15M055.

28. Mukherjee J. (2015), "Solving the supply shortage at ICC India", Vision, Vol. 19, No. 2, pp. 161-170, ISSN 0972 – 2629.

29. Mukherjee J. (2015), "Kurdola: Product Portfolio Decision", Vision, Vol. 19, No. 1, pp. 58-64, ISSN 0972 – 2629.

30. Mukherjee J., Padmanabhan S. (2015), “Boosting Boost: Charting Growth Opportunities”, Ivey Publishing, Product Numbers 9B15A003 and 8B15A003.

31. Mukherjee J., Kawde S. (2014), “Citibank India Credit Cards: Strategy for Profitable Growth”, Ivey Publishing, Product Numbers 9B14A016 and 8B14A016.

32. Mukherjee J. (2014), " Durapro: Driving Sales through Distribution Channel", Vision, Vol. 18, No. 1, pp. 55-60, ISSN 0972 – 2629.

33. Mukherjee J., Seth R. (2013), “HCL Beanstalk: All-in-One Desktop Re-Launch”, Ivey Publishing, Product Number 9B13A012 and 8 B13A012.

34. Dhall, P., Mukherjee, J., Guin, K.K. (2013), “Ocean World Water Park– Destination Marketing Challenge", in Emerald Emerging Markets Case Studies, Vol. 3, No 3, pp. 1-9, ISSN 2045-0621

35. Mukherjee J. (2013), "Performance Management in KRC", Vision, Vol. 17, No. 1, pp. 63-71, ISSN 0972 – 2629.

36. Mukherjee J. (2012), "HCL Care: Harnessing the Out of Warrantee ICT Service Market”, Emerald Emerging Markets Case Study Collection, Vol. 2, No 7, pp. 1-15, ISSN 2045-0621

37. Mukherjee J., Gupta A., Pande B. (2012), “Aircel: Distribution Challenges”, Vision, Vol. 16, No. 3, pp. 201-211, ISSN 0972 – 2629.

38. Mukherjee J., Bhullar N. (2012), “ESAF: Making Marketing Work For The Social Sector”, Asian Case Research Journal, Vol. 16, Issue 1, pp. 133-154,  Print ISSN: 0218-9275, Online ISSN: 1793-6772 

39. Mukherjee J., Kapoor A. (2012), “Team Computers: Positioning to grow”, Emerald Emerging Markets Case Study Collection, Vol. 2, No3, PP 1-13, ISSN 2045-0621.

40. Mukherjee J., Sundararajan M. (2012), "HCL: Facing the challenge of the laptop market", Vikalpa, Vol. 37, No 1, pp 113-126, ISSN 0296-0909. 

41. Mukherjee J. (2012), “Bulk deal in Bagri Market”, Vision, Volume 15 (4), pp 369-377, ISSN 0972 – 2629. purchase

42. Mukherjee J., Trivedy M. (2011), “Corporate Brand Building at SRF: Challenge of selecting the brand consultant”, Emerald Emerging Markets Case Study Collection, Volume1, Number4, pp. 1-18, ISSN 2045-0621.

43. Mukherjee J. (2011), “BBMCI: Setting up a distribution channel in India”, Emerald Emerging Markets Case Study Collection, Volume 1, Number 1, pp 1-10, ISSN 2045-0621.

44. Mukherjee J., Basu A. (2010), “Distributor Sales Force Performance Management”, Vision, Volume 14, Number 4, ISSN 0972 – 2629.

Conference Papers

45. Mukherjee J. (2016) "Using New Case Studies For Evaluation Of Marketing Student's Academic Performance", 7th International Conference on Excellence in Research and Education, IIM Indore, India , 5th-8th May 2016

46. Mukherjee J., Khurana J. (2015) “Model for Online Purchase: A study of e-retail in India”,  Global Conference on Managing in Recovering Markets 2015, Management Development Institute, Gurgaon, India, March 11-13, 2015.

47. Mukherjee J. (2014) “Adoption of 4G mobile data services in India”,  Global Conference on Managing in Recovering Markets 2014, University of Southern Australia, Adelaide, Australia, November  8th – 9th, 2014.

48. Mukherjee J. (2014) "Considerations in Medical Software purchase Evidence Dentistry in India",  Global Conference on Managing in Recovering Markets 2014, MDI Gurgaon, March 5th – 7th, 2014.

Dr Mukherjee has taken up numerous MDP training assignments for senior executives Steel Authority of India, Reserve Bank of India, Bharat Electronics Limited, Nestle India Limited¸ Hewlett Packard, Life Insurance Corporation of India, Jindal Stainless, Syngenta¸ Nalco¸ Orissa Mining Corporation¸ Coromondal Fertilizer Limited in the area of Marketing Strategy, Sales and Distribution Management¸ Brand Management, Product and Pricing.

Dr. Mukherjee had advised the Product Management team of HCL Infosystems Limited on their new product initiatives and also facilitates the meetings of Customer Advisory Board. He has been a consultant and trainer for Team Computers Pvt. Limited (an IT solution provider and a prominent tier two distributor for HP India), helping in the sales force training as well as the positioning strategy formulation. He has also developed and delivered customized training programs for the Area Sales Managers and channel partners of Nestle India, Tata Chemicals, HMT Tractors, HP India.