Amitava Chattopadhyay: Professor of Marketing and the GlaxoSmithKline Chaired Professor of Corporate Innovation, INSEAD

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Professor Chattopadhyay is an expert on branding and innovation. Over the past three decades he has published more than 60 articles, with the majority appearing in leading international journals such as the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, Marketing Science, Management Science, International Journal of Research in Marketing, and Long Range Planning.

Professor Chattopadhyay is on the editorial review boards of the Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, International Journal of Research in Marketing, and Long Range Planning. Professor Chattopadhyay has been recognized for his research having been the recipient of the Robert Ferber Award and a finalist for the O’Dell Award. His book entitled The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands was recognized as "The Best Business Book for 2012" by Strategy +Business. He is a Fellow of the Institute on Asian Consumer Insights and the CEIBS Center for Emerging Market Studies. He has served as a member of the Association for Consumer Research’s Board of Directors.

Aside from teaching in degree programs, Professor Chattopadhyay has taught in executive programs in Europe, The Americas, Australia, Asia, and Africa.  He is on the advisory boards of several organizations and a consultant to multinational firms. Professor Chattopadhyay holds a Ph.D. from the University of Florida, a PGDM from the Indian Institute of Management, Ahmedabad, and a B.Sc. (Honours) degree from Jadavpur University, India.

What do you do best?

I’m good at identifying research ideas that will have impact not just on theory development but also on practice and then executing the research and seeing it through to publication. This requires a degree of tenacity, which I have. I’m also good at making hard decisions to close down projects when I realize the research idea I am working on isn’t likely to pan out.

What makes you the best?

I have noticed that I get to the core of a research problem quickly and am able to identify ways to deal with it. I feel confident in choosing what I believe is the solution that is most likely to work, and then to act on it quickly, rather than vacillating about the pros and cons of the various options. It’s not knowable which solution will work best, so the best way forward is to make a decision and see if one has made the right choice.

What are your aspirations?

My personal goals are to have a well-rounded life, be a good father and husband, and explore the world that we live in. The incredible variety of this world never ceases to impress me and exploring this amazing diversity with my family has been a life- long passion.

My professional goals are to identify and answer research questions that are consequential in terms of their impact on business practice and society, train and inspire others to do the same, and take the learning and influence practice.

Biggest Success?

I think it’s staying the course and managing life and career over the past 30 years.

Most Challenging Moment?

When I first came to the US to do my PhD, I came with a scholarship to The Wharton School at the University of Pennsylvania. I realized that my interests and the kind of environment I was looking for, which would help me flourish, simply wasn’t there at Wharton. As I looked around, I realized that I may be able to have what I was looking for at the University of Florida. Everyone thought I was mad to contemplate leaving a top business school like Wharton and go to a much less well known institution like the University of Florida. I followed my belief and took the hard decision, which in retrospect was one of the best decisions I ever took.


I know I can pick myself up and move ahead no matter the adversity I face.

Favorite People/Role Models?

My favorite people are clearly my wife and two boys. I’d be at a total loss without them.  Interestingly, they are in many ways also my role models as there are aspects in each of us that are amazing. My dad is another person who has been a role model for me. And then of course growing up in Kolkata, Rabindranath Tagore, Ishwar Chandra Vidyasagar, Ram Mohan Roy were all larger than life role models.

Favorite Places/Destinations?

I enjoy going to places less traveled. For instance, I recently did a trek to the Manaslu base camp in Nepal.  I’ve been angling to drive the Pan American Highway from Vancouver to at least Santiago, if not Ushuaia.

Favorite Products/Objects?

Don’t have one!

Current Passions?

Hiking in the mountains, photography, wildlife, and planning to drive the Pan American Highway!