Dr. Pratap Chandra Mandal: Assistant Professor at Indian Institute of Management Shillong, India
Dr. Pratap Chandra Mandal is an accomplished academic and researcher with a robust background in marketing and business management. He currently serves as an Assistant Professor of Marketing at the Indian Institute of Management (IIM) Shillong, Meghalaya, India. With more than 19 years of professional experience, Dr. Mandal has consistently demonstrated a deep commitment to both teaching and research. His primary academic interests lie in customer satisfaction, service recovery, ethical marketing practices, and sustainability in marketing. A highly regarded researcher in the field, Dr. Mandal’s work has been featured in several top-tier academic journals, contributing significantly to the understanding of consumer behavior, particularly in the Indian retail banking sector.
Online Profiles
Dr. Pratap Chandra Mandal has made significant contributions to the field of Marketing, as evidenced by his impressive citation metrics. With a total of 1301 and 1087 citations across various research publications, his work has been widely recognized and influential in academic circles. His h-index stands at 16, indicating that at least 16 of his papers have been cited 16 times or more, while his i10-index of 28 highlights that 28 of his works have garnered at least 10 citations each. These metrics reflect his enduring impact in the academic world, particularly in the areas of customer satisfaction, sustainable marketing, and innovative business strategies. Dr. Mandal’s scholarly output continues to contribute significantly to the ongoing research in marketing and consumer behavior.
Education
Dr. Mandal’s academic foundation is built on a strong technical and management education. He completed his PhD in Marketing from the prestigious Vinod Gupta School of Management at IIT Kharagpur, focusing on customer satisfaction and service recovery in retail banking in India. Before his doctoral studies, he earned his MBA from IIT Kharagpur, where he graduated with distinction. His undergraduate degree is a B.Tech (Hons) in Mechanical Engineering from the same institution, which allowed him to combine a technical mindset with business strategy. Throughout his academic career, Dr. Mandal has consistently ranked among the top students in his cohort, receiving multiple merit-based scholarships and awards.
Research Focus
Dr. Mandal’s research primarily revolves around consumer behavior, marketing ethics, and sustainability in the context of Indian markets, particularly retail banking and service sectors. His current research focuses on understanding how consumers perceive service failures and recoveries in the banking sector, and how these perceptions affect customer loyalty. He also explores how new technologies like virtual reality and AI are reshaping consumer expectations and behaviors in marketing. Another key area of his research examines the role of ethics in marketing strategies, focusing on how companies can implement ethical practices while maintaining profitability. He is also interested in exploring sustainable marketing practices that minimize environmental impact while delivering customer value.
Experience
With over two decades of experience, Dr. Mandal has a diverse career spanning academia and industry. Before joining IIM Shillong, he served as an Associate Professor at VIT Business School in VIT University, where he taught courses on strategic marketing and consumer behavior. His industry experience includes significant roles at ICICI Prudential Life Insurance and Bharat Heavy Electricals Limited (BHEL), where he gained valuable insights into consumer-centric marketing, brand management, and product development. This diverse mix of academia and industry experience has helped him bridge theoretical concepts with practical applications, making him a sought-after educator and consultant.
Research Timeline & Activities
Dr. Mandal’s research career began with his exploration of customer satisfaction in the Indian retail banking sector, which served as the foundation for his PhD dissertation. Following his doctoral work, he expanded his research to examine the influence of service recovery strategies on customer loyalty and satisfaction. His research has been presented at numerous national and international conferences, including those organized by the American Marketing Association (AMA) and the European Marketing Academy (EMAC). Over the years, Dr. Mandal has actively collaborated with other academics in the field of marketing, particularly in areas related to ethics, sustainability, and innovation. He has also been a Program Director for several executive education programs, where he has worked with industry professionals to enhance their marketing skills.
Awards & Honors
Dr. Mandal has received a number of prestigious awards and honors throughout his career, recognizing both his research contributions and teaching excellence. He has been awarded certificates of appreciation for his work as a peer reviewer for leading academic journals, such as Journal of Global Marketing, International Journal of Business Excellence, and Cogent Food & Agriculture. In addition to his research awards, he has received recognition for his contributions to academic leadership, such as his role in organizing international marketing conferences and workshops. His teaching contributions have also been acknowledged, with multiple accolades from students and faculty alike for his ability to blend theoretical knowledge with real-world case studies.
Top Noted Publication
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Digital image steganography: A literature survey
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Co-authors: I. Mukherjee, G. Paul, B.N. Chatterji
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Journal: Information Sciences
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Citations: 202
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Year: 2022
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Qualitative research: Criteria of evaluation
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Journal: Qualitative Research
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Citations: 150
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Year: 2018
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Evaluation of performance of the Symmetric Key Algorithms: DES, 3DES, AES, and Blowfish
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Journal: Journal of Global Research in Computer Science
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Citations: 84
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Year: 2012
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Net promoter score: a conceptual analysis
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Journal: International Journal of Management Concepts and Philosophy
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Citations: 66
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Year: 2014
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High capacity reversible and secured data hiding in images using interpolation and difference expansion technique
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Co-authors: I. Mukherjee, B.N. Chatterji
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Journal: Multimedia Tools and Applications
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Citations: 60
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Year: 2021
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Modern Steganographic technique: A survey
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Journal: International Journal of Computer Science & Engineering Technology (IJCSET)
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Citations: 57
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Year: 2012
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Strengths for the Best Innovator Award
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Cutting-edge Research Contributions
Dr. Pratap Chandra Mandal has consistently contributed groundbreaking research that pushes the boundaries of marketing, consumer behavior, and service recovery strategies. His work on customer satisfaction, particularly in the retail banking sector, has provided new insights into how service failures and recoveries affect customer loyalty. His innovative approach to exploring the intersection of technology and consumer behavior, including virtual reality and AI, further strengthens his profile as a forward-thinking researcher. -
Multidisciplinary Expertise
With a strong background in both technical and management disciplines, Dr. Mandal has applied his skills in mechanical engineering, business, and marketing to address complex problems in innovative ways. This multidisciplinary expertise allows him to bridge gaps between theoretical marketing concepts and real-world applications, fostering a unique perspective in his teaching and research. -
Pioneering Sustainable Marketing Practices
Dr. Mandal’s research into sustainability in marketing is forward-looking, addressing the environmental challenges facing the industry today. His focus on how businesses can adopt ethical marketing practices while achieving profitability showcases his innovative approach to merging corporate success with social responsibility. -
Strong Academic and Industry Integration
By integrating his substantial industry experience into his academic role, Dr. Mandal has developed a unique approach to teaching and research. His insights into brand management and consumer-centric marketing from his time at ICICI Prudential Life Insurance and Bharat Heavy Electricals Limited (BHEL) have enriched his academic contributions, offering practical, real-world perspectives on marketing strategies and challenges. -
Global Collaborative Efforts
Dr. Mandal’s active collaboration with scholars worldwide, particularly in areas like ethical marketing, sustainability, and consumer behavior, has led to the co-authorship of several high-impact papers. His engagement with international academic conferences and his role in organizing global marketing events reflect his commitment to advancing marketing research and fostering global dialogue on cutting-edge innovations.