Staff Profiles
Professor Suraksha Gupta
Professor of Marketing
- Email: suraksha.gupta@ncl.ac.uk
- Telephone: +44(0)203 752 2461
- Address: Newcastle University London
102 Middlesex Street
London, E1 7EZ
UK
Background
Professor of Marketing, Newcastle University London
Director, Marketing Strategy and Policy Research Group
Director, Roasty Foods Pvt Ltd, India
Founder, Indian Exotiqua, UK
Education:
- PhD marketing, Brunel University, London
- MBA Institute of Management Technology, India
Specialisation:
- International Brand strategies in Resource constrained Emerging Markets
- International Business, Marketing and Sustainable Development Goals
- Waste Management and Poverty Reduction
Biography:
Suraksha Gupta is a Professor of Marketing at Newcastle University, London UK.
Suraksha has been conferred with an award of Best Professor in Marketing for her teaching and for Excellence in Academic Research for her work as a marketing scholar. She has also been awarded for her outstanding achievements by brands like intel corporation and Samsung during her industry tenure. Her research work has appeared in many journals such as Journal of World Business, British Journal of Management, Industrial Marketing Management, Journal of Business Research and Technological Forecasting and Social Change.
In her research, Suraksha focuses on micro level firms to study growth strategies of international brands in resource constrained environment of emerging markets. Everyday, she continues to explore the interplay between marketing constructs such as knowledge transfer and brand value co-creation underpinned into theory of effectuation and causation for integration of push and pull strategies of international brands.
In her current work, she has been trying to push boundaries of our knowledge about possible linkages between marketing initiatives of international brands and Sustainable Development Goals such as Waste Management and Poverty Reduction.
For full publication list of Prof Suraksha Gupta, please click on the following link:
https://scholar.google.co.uk/citations?hl=en&user=Rm2cLdcAAAAJ&view_op=list_works&sortby=pubdate
Suraksha's PhD students are working on various different topics related to Corporate Re-branding, Technology based International Management, Social Innovation, Eco-innovation, Urban development and Employee engagement
Research
Suraksha Gupta specialises in marketing activities of multinational firms and international brands in developing markets, particularly India. Her practitioner background with academic skills make her research highly relevant to the industrial practices. She works on strategies of multinational companies and contributions they make towards social development in developing markets. Focus of her research projects with colleagues, PhD scholars and other students is generally on development of business models which can enable multinational companies to integrate their social agenda into their business practices.
Teaching
Suraksha Gupta has been teaching courses like International Marketing, Advanced Global Strategy, Marketing Strategy and Planning, Research Methods and Corporate Brand Management to UG, PG and MBA students. She enjoys discussing challenges and issues in management.
Publications
- Tourky M, Foroudi P, Gupta S, Shaalan A. Conceputlizing corporate identity in a dynamic environment. Qualitative Market Research: An International Journal 2021, 24(2), 113-142.
- Ozdemir S, Eng T, Gupta S, Foroudi P. Corporate Branding and Value Creation for Initiating and Managing Relationships in B2B Markets. Qualitative Market Research 2020, 23(4), 627-661.
- Kohli G, Yen D, Alwi SF, Gupta S. Film or film brand? UK consumers’ engagement with films as brands. British Journal of Management 2020, epub ahead of print.
- Sivarajah U, Irani Z, Gupta S, Mahroof K. Role of big data and social media analytics for business to business sustainability: A participatory web context. Industrial Marketing Management 2020, 86, 163-179.
- Ozdemir S, Zhang S, Gupta S, Bebek G. The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty. Journal of Business Research 2020, 117, 791-805.
- Gupta S, Gallear D, Rudd J, Foroudi P. The impact of brand value on brand competitiveness. Journal of Business Research 2020, 112, 210-222.
- Yan Y, Gupta S, Schoefer K, Licsandru T. A review of e-mass customization as a branding strategy. Corporate Reputation Review 2020, 23, 215-223.
- Foroudi P, Foroudi MM, Nguyen B, Gupta S. Conceptualizing and managing corporate logo: a qualitative study. Qualitative Market Research 2019, 22(3), 381-404.
- Foroudi P, Yu Q, Gupta S, Foroudi MM. Enhancing university brand image and reputation through customer value co-creation behaviour. Technological Forecasting and Social Change 2019, 138, 218-227.
- Yu Q, Foroudi P, Gupta S. Far apart yet close by: Social media and acculturation among international students in the UK. Technological Forecasting and Social Change 2019, 145, 493-502.
- Mortazavi S, Laine I, Teplov R, Vaatanen J, Gupta S. Fostering inclusive innovation in developing economies: an integrative framework for multinational enterprises. In: Globalization and Development: Entrepreneurship, Innovation, Business and Policy Insights from Asia and Africa. Springer, 2019, pp.149-167.
- Mortazavi S, Laine I, Teplov R, Väätänen J, Gupta S. Fostering Inclusive Innovation in Developing Economies: An Integrative Framework for Multinational Enterprises. In: Globalization and Development. Springer, 2019, pp.149-167.
- Gupta S, Czinkota M, Ozdemir S. Innovation in Sustainability Initiatives through Reverse Channels. Journal of Business-to-Business Marketing 2019, 26(3-4), 233-243.
- Hafeez K, Alghata F, Foroudi M, Nguyen B, Gupta S. Knowledge sharing by entrepreneurs in a virtual community of practice (VCoP). Information Technology & People 2019, 32(2), 405-429.
- Wang Y, Kung L, Gupta S, Ozdemir S. Leveraging Big Data Analytics to Improve Quality of Care in Healthcare Organizations: A Configurational Perspective. British Journal of Management 2019, 30(2), 362-388.
- Foroudi P, Cuomo MT, Foroudi MM, Katsikeas CS, Gupta S. Linking identity and heritage with image and a reputation for competition. Journal of Business Research 2019, 113, 317-325.
- Willi C, Nguyen B, Melewar T, Gupta S, Yu X. Localization of Computer-Mediated Communication and Corporate Impression on Online Communities. Internet Research 2019, 29(4), 940-969.
- Mortazavi S, Laine I, Quarshie A, Väätänen J, Gupta S. Multinational Enterprise and Inclusive Innovation at the Bottom of the Pyramid: A Systematic Literature Review. In: International Business and Emerging Economy Firms. Palgrave Macmillan, 2019, pp.19-47.
- Gupta S. Role of MNEs in building zero waste communities. In: Leonidas C. Leonidou, Constantine S. Katsikeas, Saeed Samiee and Constantinos N. Leonidou, ed. Socially Responsible International Business. UK: Elgar Online, 2019, pp.506-524.
- Ozdemir S, Kandemir D, Eng TY, Gupta S. Vertical stakeholder collaborations for firm innovativeness in new product development: The moderating roles of legal bonds and operational linkages. Journal of Business Research 2019, (ePub ahead of Print).
- Hafeez K, Foroudi P, Nguyen B, Gupta S, Alghatas F. How do entrepreneurs learn and engage in an online community-of-practice? A case study approach. Behaviour and Information Technology 2018, 37(7), 714-735.
- Gupta S, Foroudi P, Yen D. Investigating relationship types for creating brand value for resellers. Industrial Marketing Management 2018, 72, 37-47.
- Foroudi P, Gupta S, Sivarajah U, Broderick A. Investigating the effects of smart technology on customer dynamics and customer experience. Computers in Human Behavior 2018, 80, 271-282.
- Gupta S, Foroudi MM, Vaatanen J, Gupta S, Tiu Wright L. Nations as brands: Cinema's place in the branding role. Journal of Business Research 2020, 116, 721-733.
- Foroudi P, Jin Z, Gupta S, Foroudi MM, Kitchen PJ. Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research 2018, 89, 462-474.
- Sinha PK, Gupta S, Rawal S. Brand adoption by BoP retailers. Qualitative Market Research: An International Journal 2017, 20(2), 181-207.
- Ramani SV, SadreGhazi S, Gupta S. Catalysing innovation for social impact: The role of social enterprises in the Indian sanitation sector. Technological Forecasting and Social Change 2017, 121, 216-227.
- Foroudi P, Gupta S, Nazarian A, Duda M. Digital technology and marketing management capability: achieving growth in SMEs. Qualitative Market Research: An International Journal 2017, 20(2), 230-246.
- Melewar TC, Foroudi P, Gupta S, Kitchen PJ, Foroudi M. Integrating identity, strategy and communications for trust, loyalty and commitment. European Journal of Marketing 2017, 51(3), 572-604.
- Gupta S. A review of the Accidental Scholar: SAGE 2014, Sage Response, Pro ed. 2014 (ISBN-10: 935150039X ISBN-13: 978-9351500391) by Jagish N. Sheth and John Yow. Industrial Marketing Management 2016, 58, 190-191.
- Nguyen B, Yu X, Melewar TC, Gupta S. Critical brand innovation factors (CBIF): Understanding innovation and market performance in the Chinese high-tech service industry. Journal of Business Research 2016, 69(7), 2471-2479.
- Gupta S. Enhancing Brand Equity Through Sustainability: Waste Recycling. Thunderbird International Business Review 2016, 58(3), 213-223.
- Yu Q, Asaad Y, Yen D, Gupta S. IMO and internal branding outcomes: an employee perspective in UK HE. Studies in Higher Education 2016, 43(1), 37-56.
- Foroudi P, Jin Z, Gupta S, Melewar TC, Foroudi M. Influence of innovation capability and customer experience on reputation and loyalty. Journal of Business Research 2016, 69(11), 4882-4889.
- Gupta S, Malhotra N, Czinkota M, Foroudi P. Marketing innovation: A consequence of competitiveness. Journal of Business Research 2016, 69(12), 5671-5681.
- Gupta S. Returns on Social Development Initiatives of MNEs: Issues and Perspectives. Qualitative Market Research: An International Journal 2016, 20, 126-146.
- Gupta S, Malhotra NK, Czinkota M, Foroudi P. The local brand representative in reseller networks. Journal of Business Research 2016, 69(12), 5712-5723.
- Gupta S, Vaatanen J, Khaneja S. Value added reseller or value at risk: The dark side of relationships with VARs. Industrial Marketing Management 2016, 55, 110-118.
- Gupta S, Balmer J, Low B. Brands in, from and to emerging markets: The role of industrial relationships. Industrial Marketing Management 2015, 51, 4-10.