Dr Ronika Chakrabarti

Senior Lecturer

Research Overview

My research interests lie within two (non-mutually exclusive) areas:

(i.) Bottom of the pyramid (BoP)/subsistence markets

Situated within my theoretical interest on market creation in informal economies, I am deeply interested how markets are being shaped in complex ecosystems at the Bottom of the Pyramid (BoP)/ Subsistence Markets. Recent work has highlighted the need to rethink assumptions that to make markets work for the poor, sharper borders between formal and informal economies needs to exist (Araujo, 2013). With regard to developing a BoP research agenda I seek to contribute to understanding of (i) how BoP markets are being designed and created. I am particularly interested in how market making practices fostered by multiple agencies are informing public policy and how impact can be understood from calculative interventions that are being performed in BoP markets.

(ii.) Network Dynamics in Business-to-Business marketing

My research attempts to study a) how network dynamics are being shaped by change and b) avenues for inclusive sustainability in B2B networks are being framed. In terms of network dynamics, I am seeking to make sense of how inter-organizational interactions in unstable networks are leading to ambiguity and vagueness regarding actor’s role, resulting in the adoption of normalization practices between actors. I am interesting to explore how actors are forced to develop new mechanisms to deal with the underlying uncertainty (e.g. find ways to assess new partners in a short time periods) and study how events emerge and develop over time and in a specific context within business networks.

I am also working in the area of 'Sustainability and Business Markets' to explore how sustainable practices by organizations, networks and markets cannot be performed by focal companies alone but instead by multiple actors and interactions over time. In this work I question how regulating bodies and the rise of NGOs and associations are co-governing and monitoring sustainability interests in business networks.

Selected Publications Show all 42 publications

Network dynamics in the UK pharmaceutical network: a network-as-practice perspective
Chakrabarti, R., Ramos, C., Henneberg, S. 04/2013 In: Industrial Marketing Management. 42, 3, p. 356-371. 16 p.
Journal article

Brand worlds from articulation to integration
Berthon, P.R., Pitt, L.F., Chakrabarti, R., Berthon, J.P. 2011 In: Journal of Advertising Research. 51, 1, p. 182-194. 13 p.
Journal article

When outsourcing fragments: customer creativity and Technological Transmutations
Pehlivan, E., Berthon, P.R., Pitt, L.F., Chakrabarti, R. 2013 In: Production Planning and Control. 24, 4-5, p. 284-293. 10 p.
Journal article

Social Innovation and Design Thinking
07/09/2016 → …
Research

Making Markets at the Bottom of the Pyramid
01/03/2012 → 01/03/2014
Other

Special Issue Editorship learning and practices
Invited talk

Interdisciplinary Market Studies Workshop
Participation in conference

Subsistence Markets Conference
Participation in conference

Industrial Marketing Management (Journal)
Editorial activity

Industrial Marketing Management (Journal)
Editorial activity

BAM Professional Development Workshops (PDWs)
Participation in workshop, seminar, course

Virtuoso Management Practices in B2B
Invited talk

3rd Interdisciplinary Market Studies Workshop
Participation in conference

Marketing Theory (Journal)
Editorial activity

British Journal of Management (Journal)
Publication peer-review

Journal of Business Research (Journal)
Publication peer-review

International Marketing Review (Journal)
Publication peer-review

University of Illinois, Urbana-Champaign (External organisation)
Member of an organisation

Life after the PhD and Academic Lectureships
Invited talk

B2B Network and Dynamics’
Invited talk

Practitioner Workshop Presentation on: Methodologies, Processes and Outcomes for Market Making Projects at the Bottom of the Pyramid.
Types of Business and Community - Hosting of external, non-academic visitor

Invited Academic Talk: Luxury Brand Management: The Discerning Male
Invited talk

Industrial Marketing Management (Journal)
Publication peer-review

Academy of Marketing Science (AMS) World Conference
Participation in conference

Market Studies Group (External organisation)
Membership of committee

Co-hosting AIM Visiting International Fellow
Types of External academic engagement - Hosting an academic visitor

Invited Academic Talk: Luxury Brand Management: History and Hertiage of a Male Luxury Brand
Invited talk

International Marketing Review (Journal)
Publication peer-review

Journal of Business and Industrial Marketing (Journal)
Publication peer-review

Lancaster India Centre Steering Committee Member
Types of External academic engagement - Contribution to the work of national or international committees and working groups

  • Networks, Knowledge and Strategy