Expertise

Strategic approaches to corporate social responsibility.
Brands and ethical action.
Strategies for global branding, brand loyalty, brand integration and portfolio architecture

Overview

Kunal Basu is a Reader in Marketing at the Saïd Business School and Templeton College, Oxford University.  Prior to Oxford, he was a tenured Associate Professor at McGill University and Director of the Powercorp Centre for International Management Studies, Montreal, Canada.

A PhD from the University of Florida, Basu has published extensively in areas of branding strategy, brand loyalty, international marketing, consumer behaviour and advertising.  His articles have appeared in leading journals such as the Journal of Marketing Research, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Canadian Journal of Administrative Sciences, Journal of Brand Management, Sloan Management Review and California Management Review, in addition to numerous conference proceedings and edited books.

Over the past 15 years, Basu has been involved in senior executive education in 16 countries in four continents.  Besides directing Oxford’s flagship Advanced Management Programme, he has designed/taught open, consortium, and company commissioned programmes in the UK and the EU; USA and Canada; Asia, including China, Japan, Korea, India and the ASEAN; West Africa; and Latin America.  He is a recipient of several teaching awards including the Royal Bank Teaching Innovation award.  Dr Basu consults regularly for major international corporations, multilateral agencies and government departments.

Dr Basu is the author of three novels: The Opium Clerk (2001), The Miniaturist (2003), and Racists (2006).

Research interests

Basu’s recent research focuses on the interface between strategic marketing and corporate social responsibility, drawing on theoretical perspectives from philosophy, and social and organisational theory.  His research on customer loyalty (1994) won the Sheth award for the best journal article from the Academy of Marketing Science.  He has received the Citation of Excellence award for his article, “Beyond Selfishness” published in the Sloan Management Review (2002).  He has been rated among the top 100 management scholars (Thought Leaders Network, 2003) and received the prestigious International Visiting Scholar fellowship from the Coca Cola Centre for Marketing Studies, USA.  The Renmin University of China (Beijing) has conferred upon him an honorary visiting professorship in recognition of his contribution to marketing research and education in China.

Book chapters:

‘Analysis: Framing and Frame Breaking,’ in Mindsets for Managers, IMPM (with Henry Mintzberg), 2004

‘E-Branding or Re-Branding? The Impact of E-Business on Global Branding Strategies,’ in Moving to E-Business, Ed L Wilcocks & C Saur; Random House, 2000, pp 76-98

‘Marketing Developing Society Crafts: A Framework for Analysis and Intervention,’ in Marketing in a Multicultural World: Ethnicity, Nationalism, and Cultural Identity, Eds JA Costa & GJ Bamossy, pp 257-298, Sage: 1995

Journal articles:

‘Alternative Models of Categorization: Toward a Contingent Processing Framework,’ Journal of Consumer Research, Vol 13, No 4, pp 455-472; 1987 (with JB Cohen)

‘Humour in Advertising: The Moderating Role of Prior Brand Evaluation,’ Journal of Marketing Research, Vol 27, pp 466-476; 1990 (with A Chattopadhyay)

‘Mood, Awareness and Product Evaluation,’ Journal of Consumer Psychology, Vol.2, No 3, pp 237-256; 1993 (with G Gorn & M Goldberg)

‘Consumers’ Categorization Processes: An Examination with Two Alternative Methodological Paradigms,’ Journal of Consumer Psychology, Vol 2, No 2. pp 97-121; 1993

‘Customer Loyalty: Toward an Integrated Conceptual Framework,’ Journal of the Academy of Marketing Science, Vol 22, No 2, Spring, pp 99-113; 1994 (with A. Dick)

‘Marketing Pharmaceuticals to Developing Nations: Research Issues and a Framework for Public Policy,’ Canadian Journal of Administrative Sciences, Vol 12, No 4, December, pp 300-313; 1995 (with A Chattopadhyay)

‘Market Driven Manufacturing: A Requirements Analysis,’ Vikalpa, Vol 21, No 4, October-December, pp 3-16, 1996 (with P Chandra)

‘Managing Innovation in Thai Firms,’ Asian Manager, Vol X, No 4-5, pp 31-35; 1997 (with G Wechasara)

‘Managing Innovation in Thai Firms: Success Requirements and Marketing Processes,’ Journal of Strategic Management Research Vol 1, No 1, pp 11-18; 1998 (with G Wechasara)

‘Beyond Selfishness,’ Sloan Management Review, October 2002, pp 67-74 (with Henry Mintzberg and Robert Simons)

 ‘Memo to CEOs,’ Fast Company, June 2002, pp 117-121 (with Henry Mintzberg and Robert Simons)

‘Jenseits Des Egoismus,’ Impuls, 4.02, pp 12-21, 2002

‘A View from the Top: The Impact of Market Share Dominance on Competitive Position,’ Journal of Brand Management, August 2002, pp 19-32 (with Tasman Smith)

‘Strategies for Brand Integration,’ Ivey Business Journal, November/December 2002, pp 4-7

‘Merging Brands after Mergers,’ California Management Review (forthcoming)

‘An Inductive Typology of Corporate Social Responsibility,’ Best paper proceedings of the annual meeting of the Academy of Management conference, Hawaii, 2005 (with Guido Palazzo)

Edited conference proceedings:

‘Marketing and Development: Proceedings of the Fifth International Conference’; ISMD; 1994 (Co-edited with A Joy & Z Hangsheng)

‘Transfer of Western Management Expertise to Developing Nations’; McGill University; 1988 (Co-edited with J Jorgensen, A Jain, S Noumoff)

‘Transfer of Western Management Expertise to Developing Nations: An Annotated Bibliography’; McGill University;1988 (Co-edited with J Jorgensen, A Jain, S Noumoff)