Mayukh Mukhopadhyay
| Mayukh Mukhopadhyay | |
| Data Consultant · Researcher · Author | |
Mayukh Mukhopadhyay at AOM2025, Copenhagen
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| Born | Hoogly, West Bengal, India |
|---|---|
| Nationality | Indian |
| Occupation(s) | Data Consultant; Executive PhD Scholar; Author; Peer Reviewer; Podcast Host |
| Employer(s) | Tata Consultancy Services (2010–present) BT Group plc (2010–present, sub-contract) |
| Education |
B.Tech – WBUT (TICT) M.Engg – Jadavpur University MBA – IIT Kharagpur (VGSoM) Exec PhD – IIM Indore (ABD) |
| Research areas | Nostalgia marketing; Podcast marketing; Digital Diplomacy; Soft power; Digital consumer behavior |
| Doctoral advisor | Prof. Ashish Sadh, IIM Indore |
| Notable works |
Ethereum Smart Contract Development (Packt, 2018) Five Shades of Emerging Business Cases (Eliva, 2021) |
| Podcast | Revise and Resubmit — The Mayukh Show |
| Website | mayukhmukhopadhyay.com |
Mayukh Mukhopadhyay is an Indian data consultant, academic researcher, and author with over fifteen years of professional experience in telecom billing, cloud transformation, and data-pipeline architecture. He is currently an All But Dissertation (ABD) candidate in the Executive PhD programme in Marketing at the Indian Institute of Management Indore, under the supervision of Professor Ashish Sadh. His research sits at the intersection of complex emotions, brand communication, and mediated influence — with a particular focus on nostalgia marketing, podcast marketing, and digital diplomacy in international relations.
Mukhopadhyay is the sole author of Ethereum Smart Contract Development (Packt Publishing UK, 2018) and the co-author of Five Shades of Emerging Business Cases (Eliva Press EU, 2021). He actively peer-reviews for international journals and conferences, holds over 160 Web-of-Science verified reviews, and hosts the AI-assisted academic podcast Revise and Resubmit — The Mayukh Show.
Education
Mukhopadhyay completed a Bachelor of Technology in Electronics and Communication Engineering from West Bengal University of Technology (2005–2009), under the supervision of Professor Ardhendu Shekhar Biswas (Thesis DOI: 10.48550/arXiv.1311.0842). He subsequently earned a Master of Engineering in Software Engineering from the Department of Information Technology, Jadavpur University (2014–2016), supervised by Professor Parama Bhowmick (Thesis DOI: 10.1101/053074).
He completed a Master of Business Administration from the Vinod Gupta School of Management, IIT Kharagpur (2018–2021), supervised by Professor Sangeeta Sahney (Thesis DOI: 10.48550/arXiv.2201.02857). Since 2022, he has been enrolled in the Executive PhD programme in Marketing at IIM Indore, currently at the ABD stage. Work from this programme has been accepted at MUF-2026 (IIM Calcutta), IMPeC-2025 (IIM Sambalpur), PGRC-2024 (Taylor's University Malaysia), Journal of Marketing Communications (2024), and the INFORMS Marketing Science Conference (2024).
Career
Since 2010, Mukhopadhyay has worked as an Assistant Consultant at Tata Consultancy Services within the Communication, Media & Information unit. In this role he designs end-to-end data pipelines to detect and prevent revenue leakage, and specialises in cloud migration and digital transformation projects for telecom clients operating under GDPR compliance frameworks. Concurrently, he works as a Design Practitioner on sub-contract with BT Group plc (formerly British Telecom), where he supports critical data-pipeline migration during major transformation events including Brexit, GDPR enactment, cloud migration, and the All-IP initiative.
Beyond his corporate roles, he actively contributes to the academic community as a peer reviewer for international journals (including Journal of Consumer Behavior, Journal of Marketing Communications, Cogent Social Sciences, Financial Innovation and The Learning Organization) and major conferences such as the Academy of Management Annual Meeting.
Research interests
Mukhopadhyay's research investigates how complex emotions — particularly nostalgia — are mobilised by brands, narratives, and mediated communication to shape influence and engagement. His primary foci include nostalgia marketing, podcast marketing, digital diplomacy, and sonic soft power in the context of international relations. He is especially interested in how memory, identity, voice, and storytelling create trust, attachment, and a sense of belonging.
A secondary research thread examines emerging digital platforms, NFTs, subscription commerce, metaverse threat culture, and chat-engine adoption. Methodologically he has applied fuzzy cognitive mapping, systematic literature review, and push–pull–mooring frameworks to marketing and organisational contexts.
Publications
Books
| Year | Title | Publisher | Co-author(s) |
|---|---|---|---|
| 2018 | Ethereum Smart Contract Development | Packt Publishing UK | — |
| 2021 | Five Shades of Emerging Business Cases | Eliva Press EU | Kaushik Ghosh |
Journal articles & teaching cases
| Year | Title | Journal | Publisher |
|---|---|---|---|
| 2025 | Examining Drivers of B2B Subscription Commerce in Digital Ecosystem Using Fuzzy Cognitive Mapping | Journal of Contemporary Business Research | Sage Publications |
| 2024 | Nostalgia marketing — a systematic literature review and future directions | Journal of Marketing Communications | Taylor & Francis |
| 2023 | Golden brush and evolving canvas — Navigating the digital art and Non-fungible tokens | Journal of Information Technology Teaching Cases | Sage UK |
| 2023 | Be my AI — micro-volunteering in the time of ChatGPT | Journal of Information Technology Teaching Cases | Sage UK |
| 2023 | A Concept Note on Symbolic Convergence Theory | IUP Journal of Soft Skills | IUP Publications |
Refereed book review essays
| Year | Book reviewed | Journal | Publisher |
|---|---|---|---|
| 2026 | The Hashtag Hustle by Annabell et al. | Oxford University Commonwealth Law Journal (ABDC A*) | Taylor & Francis |
| 2025 | Hydrodynamics of Markets by Alexander Lipton | Quantitative Finance (ABDC A) | Taylor & Francis |
| 2025 | Tough Broad by Caroline Paul | Leisure Studies (ABDC A) | Taylor & Francis |
| 2025 | Who Owns Football? by Nick Miller | Soccer & Society (ABDC C) | Taylor & Francis |
| 2024 | Mine Your Language by Abhishek Borah | Journal of Global Marketing (ABDC B) | Taylor & Francis |
Work in progress
- Article related to organisational nostalgia — under review, Organization Studies, 2026
Conference presentations
| Date | Paper title | Conference / Venue |
|---|---|---|
| Feb 2026 | Nostalgia Washing as a Fact Making Strategy | MUF-2026, IIM Calcutta |
| Feb 2026 | Podcast or Perish: Long Form Conversations as the New Red Carpet | ICIC-2026 (Track: Film Distribution and Marketing), IIM Ranchi |
| Feb 2026 | striver's takeUforward: Scaling a Bootstrapped Coding Platform | 2nd Case & Research Conference, IIM Nagpur & Ivey Publishing |
| Oct 2025 | Sonic Soft Power: China's Podcast Diplomacy 🏆 Mira Sinha Bhattacharjea Award | 18th AICCS, ICS Delhi & Ministry of External Affairs |
| Jul 2025 | Typology of Threat Culture in the Metaverse 🏆 AoM Travel Award 🏆 Best Paper – FIIB 2024 | Academy of Management Annual Meeting 2025, Copenhagen |
| Jun 2025 | Nostalgia-Driven Innovation: A Systematic Literature Review, Conceptual Model, and Future Direction | FMOS 2025, American Institute of Applied Sciences, Switzerland |
| May 2025 | Sonic Branding: Podcast Marketing as a Startup Growth Catalyst in Emerging Markets | VIPANAN-2025, IIM Visakhapatnam |
| Jan 2025 | Large Language Models and Marketing Managers — A Reversal of Decision Calculus | iMarC IV (Track: AI/ML in Marketing), IIM Shillong & Sunway University |
| Jan 2025 | The Uncanny Positivity of AI Hallucination | IMPeC-2025 (Track: Marketing Practice and Research), IIM Sambalpur |
| Dec 2024 | BarberShop: Podcast Marketing for Bombay Shaving Company | IIM Nagpur Ivey Case Conference 2024 |
| Jun 2024 | Shape My Choice: How Iconicity and Nostalgia Marketing Influence Brand Preference | INFORMS Marketing Science Conference 2024 (presented by Prof. Ashish Sadh) |
| Jan 2024 | Crouching Leopard, Hidden Unicorn: Funding the Indian Health-Tech Sector | 9th PAN IIM World Management Conference 2023 |
| Dec 2023 | From Click to Quick — Examining the Drivers of Quick Commerce on Online Consumer Behavior Using Fuzzy Cognitive Mapping | International Conference on Marketing Innovation 2023, Syracuse University & IIM Kashipur |
| Dec 2023 | Going Beyond Bandura — Enhancing Employee's Cloud Competency using Connectivism | 16th ISDSI-Global Conference 2023, IIM Ranchi |
| Jun 2023 | Examining Drivers of B2B Subscription Commerce in Digital Ecosystem using Fuzzy Cognitive Mapping 🏆 Best Paper – Top 3, CERE 2023 | CERE 2023, IIM Indore |
| Apr 2023 | Unlocking Chat Engine Adoption: A Push-Pull-Mooring Framework | ICM 2023, University of Gothenburg & IIM Bodhgaya |
Workshops attended
- AMR Bridge Reviewer Program (2025) — Academy of Management; graduation ceremony at AOM2025 Copenhagen; mentored by Prof. Hossam Zeitoun
- Virtual Summer School in Entrepreneurship Research (2025) — organised by Prof. Vishal K. Gupta; offsite session at AOM2025 Copenhagen
- McKinsey Forward Program (2025) — structured problem solving for mid-career consultants
- AI and Digital Transformation in Government (2025) — UNESCO, Said Business School, University of Oxford
- Manage Successful Field Research (2025) — The World Bank Group
Awards & recognitions
| Year | Award / Recognition | Awarding body |
|---|---|---|
| 2026 | Curriculum Committee Member | Academy of Management, SIM Division |
| 2025 | 🏆 Mira Sinha Bhattacharjea Award (Best Paper) | 18th All India Conference of China Studies, ICS Delhi |
| 2025 | Senior Recognition Award | Association for Computing Machinery (ACM) |
| 2025 | Travel Award (Poster) | AOM Conflict Management Division — AOM2025 Copenhagen |
| 2025 | AMR Bridge Reviewer Graduate | Academy of Management (recognised by EiC Kris Byron) |
| 2025 | Appreciation — 250+ Smart India Hackathon projects reviewed (Blockchain & Smart Education) | Ministry of Education Innovation Cell |
| 2024 | Outstanding Reviewer Appreciation | Academy of International Business, AIB 2024 Seoul |
| 2024 | MISQ-Insider interviewer for Behavioral Cybersecurity research | MIS Quarterly |
| 2024 | 160+ Web-of-Science verified peer reviews; 2× Excellent Reviewer ratings | Various journals |
| 2023 | 🏆 Best Paper Award (Top 3) among 139 presentations | CERE 2023, IIM Indore |
Media & press
MISQ-Insider Interview: Behavioral Cybersecurity & Braggart's Dilemma (2024)
Mukhopadhyay conducted interviews on behavioral cybersecurity research and the Braggart's Dilemma as part of the MISQ-Insider initiative for MIS Quarterly. The interviews are available on the MISQ-Insider Linkedin page.
Announcement of Mira Sinha Bhattacharjea Award (2025)
The Institute of Chinese Studies, Delhi, publicly announced Mukhopadhyay as the recipient of the Mira Sinha Bhattacharjea Award for best paper at the 18th All India Conference of China Studies.
Blog & general writings
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"A Quiet Race for Uncertainty: The Silent Financing of Quantum GCC Hubs in the Global South"
insiderFinance Wire, February 2026 — Explores how Global Capability Centers (GCCs) in the Global South, particularly India, are becoming the primary vehicle for financing and developing quantum technology. -
Book Review on The Triangle of Power
Academy of Management SIM Blog, March 2026 -
"The Scrapper's Way" — Book Review
AOM Management Consulting Blog, December 2025