Sumitro Banerjee

India

Associate Professor to department Marketing
PhD. in Management Specialization: Marketing, INSEAD

Areas of expertise

  • New Product Development
  • Sales Force
  • High Tech
  • Innovation
  • Marketing and Economics

Contact


+33 4 57 04 09 38 Office : F705
Personal CV

Sumitro Banerjee is Associate Professor of Marketing at Grenoble Ecole de Management (GEM) in France. He holds a Ph.D. and a M.Sc. (Management) from INSEAD; Master of International Business from the Indian Institute of Foreign Trade, and Bachelor of Technology in Mining Machinery from the Indian School of Mines. Before joining GEM, he was Associate Professor at the ESMT - European School of Management and Technology GmbH, Berlin, Germany.  He was also the Ferrero Chair in International Marketing from 2012-2014. Before joining ESMT, he was Assistant Professor of Marketing at the Martin J. Whitman School of Management at Syracuse University in New York.  

 

Sumitro is a quantitative researcher in marketing who has a deep understanding of practical problems faced by managers from his work experience in international marketing management, sales, and engineering from the positions he held in Tata Steel and Jessop and Company Ltd before his doctoral studies. His research aims at deepening the insights in marketing of new products where the vast majority of firm decisions continue to be taken based on “gut feeling” and more than 90% of new product initiatives are failures.  

 

He specializes in applied microeconomics and game theory to analyze interesting marketing phenomena such as new product development, diffusion of innovations, market entry strategies and sales force incentives.  He uses this approach to examine how markets are affected by interpersonal communication between consumers, exchange of information between firms and customers, sales incentives, and introduction of innovations to markets. He focuses on timing of launch, R&D and CSR investments, and marketing strategies for successive new products. His research has appeared in Quantitative Marketing and Economics and International Journal of Research in Marketing and under review in Management Science and Production and Operations Management. He is an ad hoc reviewer for Marketing Science, International Journal of Research in Marketing and Production and Operations Management 

Sumitro teaches strategic marketing in the MSc. program in Innovation Strategy and Entrepreneurship at Grenoble Ecole de Management. At ESMT, he taught in the MBA, EMBA and Executive Education programs. He was also the Program Director and faculty of the Open Enrollment Program “Building Market-oriented Business”) from 2010-12 during which the enrollment nearly doubled and was rated the highest among the short-term programs executive programs at ESMT. He has also taught strategic marketing for the Grande École at the HEC, Paris and elective courses in new product management and marketing research in the undergraduate programs at Syracuse University and ESSEC, Paris.