Biography

Prasanta Kr Chopdar is an Associate Professor in Marketing at IIM Sambalpur. He received his Ph.D. from the Department of Management Studies, NIT Tiruchirappalli, with his doctoral research focused on the adoption of mobile shopping applications. Post completion of his PhD, He has served as Assistant Professor and Chairperson (Research) at IIM Shillong and was also associated with Thiagarajar School of Management, Madurai. With career spanning two decades in academia and industry, he brings a balanced perspective to the evolving landscape of marketing. His teaching and research are shaped by interest in understanding how markets, consumers, and technologies interact in an increasingly dynamic environment. His publications include articles in leading journals such as Psychology & Marketing, Journal of Business Research, Technological Forecasting and Social Change, and other reputed journals. He serves as an ad hoc reviewer for several leading marketing journals, including Journal of Business Research and European Journal of Marketing, among others. He specializes in research methodologies including survey research, mixed-method approaches, and scale development. He is well-versed in advanced analytical techniques such as PLS-SEM and tools like SmartPLS, fsQCA, and actively delivers FDPs and workshops. He aims to create engaging classroom experiences that foster critical thinking, mentor young scholars in developing meaningful research, and actively collaborate with academic and industry partners to generate real-world impact.