Doctoral Candidate in Marketing

SUDIPTO SARKAR

Doctoral Candidate in Marketing

Robert C. Vackar College of Business and Entrepreneurship

The University of Texas Rio Grande Valley

(920) 252-5647 | sudipto.sarkar01@utrgv.edu

EDUCATION

The University of Texas Rio Grande Valley

Ph.D., Business Administration, Marketing, 2020 (expected)

University of Wisconsin Oshkosh

Master in Business Administration, Finance, 2015

University of Calcutta

Bachelor of Commerce (Honors) Major: Accountancy, 2005

PROFESSINAL EDUCATION

The Institute of Chartered Accountants of India

Chartered Accountancy, Final Level, Group I, 2012

Chartered Accountancy, Professional Education II, 2007

RESEARCH INTERESTS

Judgment and Decision Making, Retailing, Services Marketing, Psychology of Pricing

TEACHING INTERESTS

Consumer Behavior, Principles of Marketing, Advertising, Business Analytics, Pricing Strategy

DISSERTATION (see Appendix for abstract)

Title: Exploring Customers' Reactions to Enforcement of Fine Prints

Committee: Chiquan Guo (Chair), Michael S. Minor, Pramod Iyer, Mohammadali Zolfagharian


MANUSCRIPTS UNDER REVIEW (see Appendix for abstract)

·Guo, Chiquan, Sudipto Sarkar, Jing Zhu, and Yong J. Wang, "Business Partnerships and Organizational Performance: A Social Capital Perspective," under review at Industrial Marketing Management.

SELECT WORKING PAPERS/RESEARCH IN PROGRESS

· Consumer Response to Security Breach (with A.Z. Vasquez-Parraga), preparing for submission to Journal of Public Policy & Marketing.

· A Theory of Innovation Diffusion: A Simulation Study (with C. Guo and S. Garcia), preparing for submission to Marketing Science.

· Consumers' Purchase Intention in the Context of Unpackaged Goods, experimental design in progress for Study 2.

· The Effect of Pricing Strategies on Purchase Intention, experimental design in progress for Study 2.

· Understanding Risk Attitudes of Consumers in the Context of Kidnap and Ransom Insurance, experimental design in progress for Study 2.

HONORS & AWARDS

  • AMA Global Marketing SIG Doctoral Consortium Fellow (forthcoming in May), Buenos Aires, 2019.

CONFERENCE PRESENTATIONS

  • Sarkar, Sudipto, "The Effect of Pricing Strategies on Purchase Intention," Poster presentation (forthcoming in August), American Marketing Association, Chicago, IL, 2019.
  • Sarkar, Sudipto, "Consumers' Purchase Intention in the Context of Unpackaged Goods," Poster presentation (forthcoming in August), American Marketing Association, Chicago, IL, 2019.
  • Guo, Chiquan, Jing Zhu, Sudipto Sarkar, and Yong J. Wang, "Guanxi and Organizational Performance: A Cost-Benefit Perspective," Academy of Marketing Science, New Orleans, LA, 2018.
  • Sarkar, Sudipto, "The Mediated Impact of Perceived Security Breach on Consumer Repurchase Intention," Society for Marketing Advances, Louisville, KY, 2017.
  • Sarkar, Sudipto, "Differences between Younger and Older Generations for Making Financial Decisions,"The International Academy of Business and Public Administration Disciplines, Dallas, TX, 2015.

TEACHING EXPERIENCE & WORKSHOPS

  • Assistant Instructor, "Pricing Strategy & Tactics", Undergraduate Online Course, The University of Texas Rio Grande Valley, Robert C. Vackar College of Business and Entrepreneurship, Spring 2019.
  • Teaching Marketing Analytics Workshop, Society for Marketing Advances, West Palm Beach, FL, 2018.

GRADUATE/RESEARCH ASSISTANT

  • Research Assistant, The University of Texas Rio Grande Valley, 2016- Present
  • F.K. Andoh-Baidoo, Fall 2016 - Spring 2017.
  • Chiquan Guo, Summer 2017 - Present.
  • A.Z. Vasquez-Parraga, Fall 2017 - Summer 2018.
  • Graduate Assistant, University of Wisconsin Oshkosh, Fall 2012 - Spring 2015.

PROFESIONAL SERVICE

  • Student Trainee Reviewer - Journal of Advertising, 2018 - Present.
  • Reviewer - American Marketing Association Summer Conference, 2018, 2019.
  • Reviewer - Academy of Marketing Science World Marketing Congress Conference, 2019.
  • Session Chair - Society for Marketing Advances Annual Conference, West Palm Beach, FL, 2018.
  • Reviewer - Academy of Marketing Science Annual Conference, 2018.

UNIVERSITY SERVICE

  • Robert C. Vackar College of Business and Entrepreneurship, Dean Search Participant, 2018- 2019.
  • Committee Member, Printing Limits Committee, University of Wisconsin Oshkosh, 2014.
  • Student Representative, Graduate Council, University of Wisconsin Oshkosh, 2013-2014.
  • President, Graduate Student Association, University of Wisconsin Oshkosh, 2013-2014.

COMPUTER SKILLS & CERTIFICATIONS

  • SPSS, Smart PLS, MATLAB, EEGLAB, QUALTRICS.
  • Quality Matters (QM) Certification - Independent Applying the QM Rubric (APPQMR), 2018.
  • CITI Program, CITI (completed), 2016 - 2020.

DOCTORAL TRAINING

  • Marketing
  • Marketing Theory (A.Z. Vasquez-Parraga)
  • Services Marketing (Mohammadali Zolfagharian)
  • Philosophy of Science(A. Fuat Firat)
  • Marketing Strategy (A.Z. Vasquez-Parraga)
  • Consumer Behavior (Michael S. Minor)
  • Markets and Globalization (A. Fuat Firat)
  • Challenges in Contemporary Marketing (Reto Felix)
  • Neuroscience for the Non-Neuroscientist (Michael S. Minor)
  • Research Methods
  • Research Methods (Michael S. Minor, Reto Felix)
  • Qualitative Research Methods (Mohammadali Zolfagharian)
  • Applied Multivariate I (Tris Ashton)
  • Applied Multivariate II (Tris Ashton)
  • Experimental Design for Behavioral Research (Pramod Iyer)

INDUSTRY EXPERIENCE

  • RSR Unlimited Inc., Business Analyst, 2016.
  • PricewaterhouseCoopers LLP, Process Specialist, Audit, 2015-2016.
  • SBA Associates, Chartered Accountants, Audit Assistant, 2007-2012.

PROFESSIONAL AFFILIATIONS

  • American Marketing Association
  • Society for Marketing Advances

REFERENCES

Chiquan Guo (Dissertation Chair)

Associate Professor of Marketing

Robert C. Vackar College of Business and Entrepreneurship

The University of Texas Rio Grande Valley

Email: chiquan.guo@utrgv.edu | Office: (956) 665-7339

Michael S. Minor

Professor of Marketing (Department Chair)

Robert C. Vackar College of Business and Entrepreneurship

The University of Texas Rio Grande Valley

Email:michael.minor@utrgv.edu | Office: (956) 665-3389

Mohammadali Zolfagharian

Associate Professor of Marketing (Department Chair)

Bowling Green State University

Email:mzolfa@bgsu.edu | Office: (419) 372-8321

APPENDIX - SELECT ABSTRACTS

Sarkar, S, "Exploring Customers' Reactions to Enforcement of Fine Prints," Dissertation Study 1.

The goal of this dissertation is to investigate the effects of enforcement and/or unenforcement of "Fine Prints" on consumers' reactions. "Fine Prints" is defined as both the explicit and implicit conditions under which the product/service contract waives firm responsibility and accountability toward unsuccessful product/service experience and outcome or lack of customer satisfaction with the same. In this study, trust, satisfaction, repurchase intention, switching intentions, and word-of-mouth will be used to measure customers' reactions. Based on a 2 (Fine Prints: enforced/waived) x 2 (Company Reputation: large and national/small and local) between-subjects design involving a sample size of 120 respondents comprising of undergraduate students, four experimental conditions were used to describe situations involving "Fine Prints" and "Company Reputation". The results revealed that Fine Prints had a significant main effect on switching intentions, which means that consumers will have higher switching intentions if "Fine Prints" are enforced, compared to when "Fine Prints" are waived. Moreover, consumers showed higher switching intentions when the company is small and local, compared to when the company is large and national. Significant interaction effects between "Fine Prints" and "Company Reputation" was also observed for repurchase intention, where repurchase intention is higher in case of the large and national company when "Fine Prints" are waived, compared to when "Fine Prints" are enforced. Conversely, repurchase intention is higher in case of the small and local company when "Fine Prints" are enforced, compared to when "Fine Prints" are waived. Surprise also had a significant moderating effect between "Fine Prints" and satisfaction, where at low level of surprise, satisfaction was higher when "Fine Prints" were enforced, compared to lower satisfaction when "Fine Prints" were waived. Conversely, at a high level of surprise, satisfaction was higher when "Fine Prints" were waived, compared to lower satisfaction when "Fine Prints" were enforced.

Guo, Chiquan, Sudipto Sarkar, Jing Zhu, and Yong J. Wang, "Business Partnerships and Organizational Performance: A Social Capital Perspective," under review at Industrial Marketing Management.

Conventional wisdom posits that a long-term orientation with important partners such as key suppliers and clients is essential for superior performance. This study critically examines this business tenet by studying the relationship between duration of partnerships with major suppliers and clients and company performance. Based on a dataset comprising over 10,000 Chinese manufacturing firms obtained through a probability sampling procedure, results show that relationship duration with major suppliers' influences (relationship duration with major clients does not) annual entertainment costs, a proxy for firms' investment in guanxi, a unique phenomenon in China. Findings from the main quadratic effects model show relationship duration with suppliers has a positive convex association with performance, whereas relationship duration with clients has a negative concave correlation with performance. These two non-linear relationships are moderated by research and development (R&D). Specifically, relationship age with both suppliers and clients has a positive convex association with performance for manufacturers with a low R&D budget; cooperation duration with both suppliers and clients has a negative concave correlation with performance for firms with a high R&D budget. This is one of the first studies that challenges the doctrine of long-term orientation in relationship

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