Professor Bidit Dey

Professor

School: Newcastle Business School

Bidit is a Professor of Marketing and the Head of the Markets Subject Group. Prior to his tenure at this institution, he held several senior leadership positions, including Director of Accreditation, Associate Head of School, and MBA Director at Sheffield University Management School and Brunel Business School.

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Research Themes and Scholarly Interests

Bidit’s research is driven by the desire for interdisciplinary collaboration and the cross-fertilisation of knowledge, with the aim of making a positive impact on both businesses and people's lives. He strives to foster inclusive and transformative knowledge creation through impactful research focused on digital inclusivity, cross-cultural interaction, and the co-creation between consumers and businesses. Bidit has conceptualised and theorised a new framework known as ‘digital consumer culture’ and has introduced a multi-dimensional perspective for studying acculturation. Additionally, he developed an innovative model of co-creation in emerging economies, along with a typology of technology adaptation. To date, he has published over 50 articles in leading business and management journals., such as: Journal of the Association for Information Systems, British Journal of Management, Journal of World Business, European Journal of Marketing, International Marketing Review, Industrial Marketing Management, Technological Forecasting and Social Change, Journal of Business Research, Information Technology and People, Information Systems Frontier and Journal of Marketing Management.

Key Publications

Please visit the Pure Research Information Portal for further information
Impact of relationship dynamics on policy reform for sustainable innovation in public healthcare in China: Social exchange theory perspective, Zheng, S., Babu, M., Metreveli, A., Dey, B., Koufopoulos, D. 1 Mar 2026, In: Technological Forecasting and Social Change
Not ok boomer! Exploring socialization and conflict within the context of intergenerationalco-parenting families, Tang, Z., Singh, P., Brown, D., Dey, B., Apostolidis, C. 3 Mar 2026, In: European Journal of Marketing
Self-engagement on social media as a digital intervention to stress coping, Nagori, V., Dey, B. 19 Feb 2026, In: Journal of Enterprise Information Management

Further Information

Bidit is an Associate Editor of the Service Industries Journal. He guest-edited special issues for leading management and marketing periodicals, including Technological Forecasting and Social Change and Journal of Marketing Management. Bidit co-edited a monograph for Palgrave Macmillan: ICTs in Developing Countries: Research, Practices and Policy Implications, and also published book chapters and presented more than thirty papers in peer-reviewed conferences.

Bidit has been awarded research grants from several esteemed funding organisations, including the Association of Information Systems, the National Institute for Health and Care Research (NIHR), and the British Council. His research has made significant contributions to the policies and practices of various public and private sector organisations, including the Government of Bangladesh and Hutchinson3G. Additionally, Bidit is actively engaged in consultancy and management training initiatives. He has successfully led consultancy projects and executive training programmes for a diverse range of both small and large commercial entities, as well as government organisations.