Faculty & Research

Sourav Borah


Sourav Bikash Borah is Assistant 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)

  • 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

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

Selected Publications

"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.

"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.

"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.

"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.

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.

"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

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

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.

"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.

"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.

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.

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


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"

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.

Academic Presentation

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.

Awards & Honors

2022 - IIMA Alumni VVEF Outstanding Researcher Award