Faculty & Research

Sourav Borah


Sourav Bikash Borah is Associate Professor of Marketing at Indian Institute of Management (IIM), Ahmedabad, India. Sourav completed his PhD in Marketing from IIM, Bangalore. Sourav is interested in firm level strategy research where he is interested in investigating International Marketing Strategy, Strategic Marketing and business strategies in emerging markets. He has published papers in multiple top-tier academic journals such as Journal of International Business Studies, Journal of the Academy of Marketing Science, Journal of International Marketing and Journal of Business Research. Before joining Academics, he worked in automobile as well as banking and financial sector.


Primary Area : Marketing


Email : souravb@iima.ac.in

Phone : +91-79-7152 4925

Office : C14, New Faculty Block, IIMA Old Campus

Secretary : Ranna Bhatt

Phone : +91-79-7152 7937

Website : Personal Website


Ph.D, Marketing, IIM Bangalore

MBA, Marketing

BE, Mechanical Engineering


MBA Courses

  • Term II : Marketing Management II (Core)
  • Term IV : Strategic Marketing (Elective)

Doctoral Courses

  • Term V : Marketing Theory and Contemporary Issues
  • Term I : Marketing Strategy

Executive MBA (PGPX)

  • Term V: Strategic Marketing.

Executive Education Program (Open Enrollment Programs)

  • B2B marketing
  • Managing Businesses in International Markets
  • Advanced Customer Analytics
  • Omnichannel Distribution of Luxury Brands
  • Strategies for winning in International Markets
  • Marketing Luxury
  • Pricing for Profit

Executive Education Program (Customized Enrollment Programs)

  • Emerging Leaders Programme for Executives of Ashok Leyland
  • Leadership in Luxury Business for Mercedes Benz
  • Salesforce Management (Aditya Birla Sun Life Insurance)
  • Strategic B2B Marketing (Indian Oil Corporation Limited)
  • Aster-Senior Leaders' Development Programme
  • Strategic Marketing: Leadership Development Programme for HAL
  • Leadership Development Programme for the Senior Executives of Sun-Pharmaceutical Industries Ltd.
  • The Complete Banker Programme: Tata Motors Finance
  • Unleashing Leadership Potential for IndiGrid Limited

Research Area

International Marketing

Strategic Marketing

Network Theory

Academic Experience

Associate Professor, Indian Institute of Management Ahmedabad, June 2018- Present

Selected Publications

"Supply base concentration and firm innovation performance: A contingency study of supply base breadth, depth, dispersion, and collaboration" (With Shama A., Adhikary A. and Pathak S.), Journal of Business Research, Forthcoming.

"Engaging customers and suppliers for environmental sustainability: Investigating the drivers and the effects on firm performance" (Sharma, A., Haque, T. and Adhikary, A.), Journal of the Academy of Marketing Science, Forthcoming.

"Achieving social and economic sustainability through innovations in transformative services: A case of healthcare organizations in an emerging market" (With Sharma, A. and Moses, A. C.), Journal of the Academy of Marketing Science, Forthcoming

Chief marketing officers’ discretion and firms’ internationalization: An empirical investigation" (With Kumar V, Sharma A and Akella L Y), Journal of International Business Studies, 52 (3), April 2021, 363-387.

"How does the adoption of digital payment technologies influence unorganized retailers’ performance? An investigation in an emerging market" (With Anirban Adhikary, Krishna Sundar Diatha and Amalesh Sharma), Journal of the Academy of Marketing Science, Forthcoming.

"From silos to synergies: A systematic review of luxury in marketing research" (with Sharma, A., Soni, M. and Haque, T. (2022). Journal of Business Research, 139, 893-907.

"Interfirm Collaboration and Exchange Relationships: An Agenda for Future Research" (with Mallapragada, G., Bommaraju, R., Venkatesan, R., and Thongpapanl, T. International Journal of Research in Marketing, Forthcoming.

"Complexity in a multinational enterprise’s global supply chain and its international business performance: A bane or a boon?" (With Sharma, A., Kumar, V. and Adhikary A), Journal of International Business Studies, Forthcoming.

"Leveraging Service Recovery Strategies to Reduce Customer Churn in an Emerging Market" (With Prakhya, S. and Sharma, A.), Journal of the Academy of Marketing Science, 48(5), 848-868.

Covid-19′s impact on supply chain decisions: Strategic insights from NASDAQ 100 firms using Twitter data (with Sharma A. and Adhikary A.) Journal of Business Research, 117, June 2020,443-449.

"Covid-19 and Domestic Violence: an Indirect Path to Social and Economic Crisis" (With Sharma A.), Journal of Family Violence, forthcoming.

"Responses to COVID-19: The role of governance, healthcare infrastructure, and learning from past pandemics" (With Sharma A and Moses A), Journal of Business Research, Volume 122, January 2021, 597-607

Investigating the impact of workforce racial diversity on the organizational corporate social responsibility performance: An institutional logics perspective. (With Sharma, A., Moses, A. and Adhikary, A.), Journal of Business Research, 107(1), February 2020, 138-152

Identifying the drivers of luxury brand sales in emerging markets: An exploratory study. (With Sharma, A., Soni, M. and Saboo, A. R.), Journal of Business Research, 111, April 2020,25-40.

"Is it Too Complex? The Curious Case of Supply Network Complexity and Focal Firm Innovation" (With Sharma A., Pathak S. and Adhikary A.), Journal of Operations Management, 66 (7-8), October 2020, 839-865.

Understanding the Structural Characteristics of a Firm's Whole Buyer-Supplier Network and Its Impact on International Business Performance. (With Sharma, A., Kumar, V., Yan, J. and Adhikary, A.), Journal of International Business Studies, 50(3), April 2019, 365-392.

Ritualization: A Strategic Tool to Position Brands in International Markets. (With Sharma, A. and Kumar, V.), Journal of International Marketing, 25(2), June 2017,1-24.

Read More


Kumar, V. and Stewart, D.W. (Ed.) Marketing Accountability for Marketing and Non-marketing Outcomes (Review of Marketing Research, Vol. 18), Emerald Publishing Limited, Bingley, pp. 193-232.

Sharma, A., Borah, S.B., Adhikary, A. and Haque, T. (2021), "Accountability Beyond Profitability: Understanding the Impact of Marketing Actions on Environmental and Social Performance"

Panel Discussion

Navigating an academic career: Insights from early-career academics” MR Doctoral Conference (IMRDC), February 2023


Academic Presentation

·         “Drivers of Stakeholder Engagement for Environmental Sustainability” 2023 Australia and New Zealand Marketing Academy (ANZMAC) Conference, The University of Otago, Dunedin, New Zealand)


·         “CMO Discretion and Firms’ Internationalization”, Winter AMA 2020, San Diego, California.


·         “Investigating the impact of payment technology adoption on small-sized retailers’ performance in emerging markets”, Winter AMA 2020, San Diego, California.


·         “Understanding the relationships among Service Failure, Service Recovery and Customer Churn in Emerging Markets: An Empirical Investigation” 7th IIMA Conference on Marketing in Emerging Economies, January 2017.


·         “Product Placement in Blogs and its Impact on Source Credibility: An Empirical Investigation”  International Marketing Conference (MARCON), Indian Institute of Management, Calcutta, December 2011.

Case Studies


“Workshop on Bibliometric Analysis”, Young Scholars Research Colloquium, MICA, January 2022.

"Workshop on Structured Literature Review”, 24th Annual Convention of the Strategic Management Forum, Institute of Rural Management, Anand, December 2022

Awards & Honors

2022 - IIMA Alumni VVEF Outstanding Researcher Award