Dr. Subhojit Banerjee

Assistant Professor

Business Management
University School Of Management
PhD(2004), MBA, BSc
Marketing (Advertising , IMC & Digital Marketing, Sales and Service Marketing), Research Methodology



Text-Books Authored

1. Banerjee S, and Roy R (2021), Research Methodology:Concept,Philosophy,Technique and Cases, Pravalika Pub, ISBN: 9789384292805

2. Banerjee S, and Roy R (2008,2010, 2017), Fundamental of Research Methodology -3rd Ed, Kitab Mahal, ISBN 81-225-0487-6

Chapters in edited Books

1.‘Entertainment and Economic Contributions of Indian Hindi Movie Industry’ (2011),Published in Cameron, S. (Ed). Economics of Leisure, Edward Elgar Publication, UK, ISBN 978-81-314-1934-2

2.Branding Strategies for online Banks(2008), Published in Purnam KK and Jain RK (Ed). Internet Banking-Multi Dimensional Perspective, IUP, ISBN 9788131419342

3.Emerging Trends In E-Commerce: Data Warehousing & Data Mining (2003): in the book 'Commerce Education in the new millennium.' Prof. R. Roy and Prof. J.N. Misra have edited the book.- ISBN:   8122502768 

4. Leveraging Retail Banking Brands Using Data Warehousing:  in the book ‘IT in Banks Strategic Issues’. Prof Katuri Nageshwar Rao of ICFAI Hyderabad has edited this book. (ISBN No 81-7881-457-9)

5. Technology Upgradation: impact on Service Quality, in the book “Financial services in India - recent trends and innovations" : being edited by Prof. Dandaphani, IBS chennai.ISBN:8131403475



  • Sharma, M., Banerjee, S., & Paul, J. (2022). Role of social media on mobile banking adoption among consumers. Technological Forecasting and Social Change, 180, 121720.

  • Sharma, M., & Banerjee, S. (2020, December). A Conceptual Framework of Social Media Influence on Mobile Banking Usage Among Young Indian Consumers. In International Working Conference on Transfer and Diffusion of IT (pp. 444-450). Springer, Cham.

  • Banerjee, Subhojit, and Ritu Srivastava.(2020) "Exploring Export Potential of Indian Movies: A Comparative Advantage Analysis of the Indian Film Industry." Great Lakes - Herald 13 (1), 21-40 

  • Banerjee, Subhojit. "Moderating effect of peer group environment on consumer predisposition towards premium promotions: A study on young urban consumers in India." IIMB Management Review28.4 (2016): 225-234. Elseviers Publication
  • Banerjee, Subhojit, and Anuj K. Sharma. "Co-creation as a risk-sharing strategy for the development of innovative EUV lithography technology in the semiconductor industry." Technology Analysis & Strategic Management 27.9 (2015): 1097-1113.Routledge’s Taylor and Francis Publication
  • Banerjee, Subhojit, and Rajesh Kumar Sinha. "OD Interventions for Voluntary Organizations A Strategic Framework." Review of Management 2.1/2 (2012): 4. 
  • Sinha, Rajesh Kumar, and Subhojit Banerjee. "Incentives & Freebies as a Moderator for Opt-In E-Mail Acceptability." International Journal of Online Marketing (IJOM) 2.4 (2012): 54-67. IGI-Global, UK
  • Banerjee, Subhojit, and Anuj Sharma. "Improving unsustainable livelihood through marketing interventions: A case on rickshaw pullers." Journal of Management Development 33.2 (2014): 107-118. Emerald Publication
  • Banerjee, Subhojit. "Project ‘RAMBO’: an initiative to improve rickshaw pullers’ earnings." Development in Practice 20.1 (2010): 57-69. Routledge’s, Taylor & Francis Publications (UK)
  • Banerjee Subhojit, (2009), ‘Effect of Product Category on Promotional Choice: Comparative Study of Discounts and Freebies’, Journal ‘Management Research News, issue 2 of volume 32’, Emerald Publications
  • Banerjee Subhojit and Pillania Rajesh,(2009),Relative Position of Resale-Value as a decision variable in a Car-Purchase: A Thurstone Case V analysis of a multi-attribute car purchase-decision model’, Int. J. Electric and Hybrid Vehicles, Inderscience Publications Vol. 2, No. 2, pp.77–97 (c)
  • Banerjee Subhojit (2004), ‘The Road Block’, The European Case Clearing House (ECCH) Limited, Cranfeild University, Wharley End, Bedfordshire, MK 43, OJR England. Regn No. 404-048-1

  • Banerjee Subhojit and Tripathi D, (2008), Competitive Perspective of Foreign Banks in India: Strategies and Trends,Indian Journal of Accounting,Vol XXXVIX, (1) Dec2008, pg 61-73
  • Banerjee Subhojit, (2004) ,Designing OD interventions for Rural Voluntary Organizations :JIMS-8M journal

Conference Proceedings

  • Impact of Customer Values on Computer Purchase Decision: A Study on the Jalaun District of Uttar Pradesh’, International Conference on ‘Technological Revolution for International Business and Economic Sustainability (Tribes-  2017), Asian Business School, Noida, 14 Jan, 2017.
  • ‘The influences of Perceived Value in context of Personal Computer Purchase in Rural Kaithal District of Haryana’, National Seminar (Under UGC SAP-DRS Phase-III) on ‘ Managing Business in the era of Transformation, March 08, 2018, Department of Commerce Kurukshetra University.
  • Reference Pricing Patterns in Grocery Retailing, 5th National Conference on Contemporary Issues in Business Management, Apeejay Institute of Management, New Delhi, Oct 19, 2012
  • ‘ Modelling Association of Consumer Personality, Values and Interpersonal Influences in Predicting Brand Preferences for Indian Private Label Brand’, 10th National Conference on India 2020 : Readiness for Cutting Edge Marketing.ITS Gaziabad, 1-2 Nov, 2014
  • ‘Co-creation as a strategy for marketing the “big idea” in new technology development’ International Global Conference on Recovering Markets- GCRM 2014 MDI Gurgaon 5-7th March 2014
  • ‘Consumer Involvement an Opt-in Intention for E-mail promotion’,6th International Conference on Contemporary Business 2012, IIT Delhi & Curtin University Australia
  • ‘A way to innovations in Biomedical Sciences through Co-Creation among allied sectors of the technology’,International Humboldt Kolleg on ‘Bench to Bedside Translational Research’ KMC, ManipalManipal University,Nov 15-18, 2013
  • From Corporatisation to Cooperatisation: Resurgence of Coopeartives in the post WTO Era, Presented this paper in the Fifth Annual Convention of the Startegic Management Forum of India (SMFI), held at IIM-Khozikode, 18-21 June, 2006.
  • Managing Services for Competitive Advantage Presented this paper in the Thirty-Fourth Annual Convention of Operational Research Society of India’ (International Conference on Operational Research and National Development) in December 2001.