Professor Bidit Dey

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.

• 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
• Sustainable regional value capture by social businesses: a dynamic capability perspective, Apostolidis, C., Dey, B., Babu, M., Kretsos, L., Brown, D., Singh, P., Yawar, S. 2 Jul 2026, In: Regional Studies
• Business model innovation through AI adaptation: the role of strategic human resources management, Roy, S., Dey, B., Brown, D., Abid, A., Apostolidis, C., Christofi, M., Tarba, S. 2 Apr 2025, In: British Journal of Management
• Digital transformation or digital divide? Smes' use of AI during global crisis, Muhammad, S., Dey, B., Kamal, M., Samuel, L., Alzeiby, E. 1 Aug 2025, In: Technological Forecasting and Social Change
• Exploring multi-stakeholder value co-creation as an entrepreneurial approach to survival and sustainability: The case of Pennine Pubs, Brown, D., Apostolidis, C., Singh, P., Dey, B., Chelekis, J. 1 Nov 2025, In: International Journal of Entrepreneurship and Innovation
• Political social media marketing: a systematic literature review and agenda for future research, Abid, A., Roy, S., Lees-Marshment, J., Dey, B., Muhammad, S., Kumar, S. 1 Apr 2025, In: Electronic Commerce Research
• A typology and model of privacy- and security-concerned users’ attitudes towards digital footprints and consequent influence on their social media adaptation, Muhammad, S., Dey, B., Bala, H., Alwai, S., Asaard, Y. 1 Aug 2024, In: Journal of the Association for Information Systems
• Exploring big data-driven innovation in the manufacturing sector: evidence from UK firms, Babu, M., Rahman, M., Alam, A., Dey, B. 1 Feb 2024, In: Annals of Operations Research

Ajay Triparnapalli The Impact of Traditional vs AI-Enabled Content Marketing on the Business Performance of SMEs in the Professional Services Sector, England Start Date: 07/05/2026

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), British Council and British Academy. 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.