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Roy, Subroto (full)
Marketing & Quantitative Analysis
Maxy 226C
Maxcy Hall
About Me

    I am a Professor of Marketing and University Research Scholar at the University of New Haven and was a Visiting Scholar at Yale University School of Management where I continue my research. I am on the editorial board of three scholarly journals. My research focuses on innovation, digital marketing and supply chain. My current projects include web data analytics and I have a forthcoming chapter in a Business Expert Press book titled “Market Sensing in practice with Google Analytics.” I have taught, researched and consulted in Australia,India,Singapore and USA.

    Prior to my PhD in Marketing from Australia, I worked for 12 years with the Indian Joint of Tetra Pak Sweden and National Dairy Development Board India mostly as Head of Marketing and Sales. As a manager I was involved in over 100 customer brand launches with leading Indian advertising agencies.

    I am a past President of the Institute for Supply Management of Connecticut (earlier CAPM) and Vice President of the American Marketing Association of Connecticut and founding Faculty Advisor of the American Marketing Association at University of New Haven. I am  certified for Google AdWords by Google Inc. and a Certified Professional in Supply Management (CPSM) and ISM certified CPSM trainer.   

    My consulting website and blog -  –was awarded the inaugural  “Connecticut Most Valuable Blogger”  award CBS Connecticut and   sponsors and maintains as a free resource for the global supply management community.



    PhD, University of Western Sydney, 2002.
    Major: Marketing
    Supporting Areas of Emphasis: International Business
    Dissertation Title: Innovation Generation in Buyer Seller Relationships

    MBA, Institute of Rural Management, 1982.

    MS, Birla Institute of Technology and Science (BITS), 1980.

    Published Intellectual Contributions

    Book Chapters

    Roy, S. (1999). Faulding in Singapore (pp. 381-383). Prentice Hall.


    Journal Articles


    Roy, S., Sivakumar, K., Wilkinson, I. F. (2004). Innovation Generation in Supply Chain Relationships: A Conceptual Model and Research Propositions. Academy of Marketing Science Journal, 32(1), 61-79.



    Roy, S. (2013). Blog  posts  at StratoServe LLC.

    Roy, S. (2013). Blog posts at StratoServe LLC.


    Refereed Journal Articles

    Roy, S., Sivakumar, K. (2012). Global Outsourcing Relationships and Innovation: A Conceptual Framework and Research Propositions. Journal of Product Innovation Management, 29( (4), 513–530.

    Sivakumar, K., Roy, S., Zhu, J., Hanvanich, S. (2011). Global innovation generation and financial performance in business-to-business relationships: the case of cross-border alliances in the pharmaceutical industry. Springer, 39(5), 757-776.

    Roy, S., Sivakumar, K. (2011). Managing Intellectual Property in Global Outsourcing for Innovation Generation. Journal of Product Innovation Management, 28(1), 48-62. 

    Roy, S., Sivakumar, K. (2010). Innovation Generation in Upstream and Downstream Business Relationships. Elsevier, 63(12), 1261-1372.

    Roy, S. (2010). So You Already Have a Survey Database?  A Seven-Step Methodology for Theory Building from Survey Databases:  An Illustration from Incremental Innovation Generation in Buyer-Seller Relationships. Journal of Supply Chain Management, 46(4), 12-24.

    Roy, S., Haven, W. (2009). GLOBAL STRATEGIC ALLIANCES: HOW DOES NATIONAL CULTURE INFLUENCE FINANCIAL PERFORMANCE? Enhancing Knowledge Development in Marketing, 352.

    Roy, S., Sivakumar, K. (2007). The Role of Technology Adoption in the Globalization of Business Buying Behavior: A Conceptual Model and Research Proposition. Emerald, 22(4), 220-227.

    Roy, S., Ghose, S. (2006). Internet Diffusion as a two-stage transition- Converting Internet Non-Users to Internet Users and to online buyers. International Journal of Marketing Research, 48(3), 321-349.

    Roy, S., Ian, W. F. (2004). International Long Term Business Relationship, communities of practice and innovation-A Longitudinal Case Study of NDDB, India and Tetra Pak, Sweden. International Journal of Technology Transfer and Commercialization, 3(4), 454-469.

    Sivajumar, K., Roy, S. (2004). Knowledge redundancy in supply chains: a framework. Supply Chain Management: An International Journal, 9(3), 241-249.

    Roy, S. (2003). OK you are an approved supplier—but you still do not get orders. Understanding the case of the P-Card. Industrial Marketing Management, 605-613.

    Roy, S., Soh, S. (1999). Gift Buying Behavior Amidst the looming recession: A Case study of Singapore during Asian Economic Crisis. Journal of International Business and Entrepreneurship, 7 (1), 25-38.

    Presentations Given

    Sivakumar, K., Roy, S., 2014 Summer Marketing Educators’ Conference, "The Moderating Role of National Culture on the Link Between Buyer–Seller Interactions and New Product Development: A Conceptual Model and Research Propositions," American Marketing Association, San Francisco, CA. (August 3, 2014).

    Roy, S., Sivakumar, K., 2012 Conference on Multinational Enterprise and Sustainable Development, "Firm Sustainability Orientation (FSO) and Sustainable Innovation Generation through Business-To-Business Relationships: A Conceptual Model and Research Propositions," New Delhi, India. (December 14, 2013). 

    Roy, S. K. (Author & Presenter), Roy, S. (Author), AACRAO’s 23rd Annual Strategic Enrollment Management Conference, "Why Campus Visits are a Critical Step in Strategic Enrollment Management," AACRAO: American Association of Collegiate Registrars and Admissions Officer, Chicago. (November 11, 2013).

    Roy, S. (Author & Presenter), Ghose, S. (Author), Upadhyaya, A. (Author), 29th IMP Group Conference, "B2B Internet Search Advertising: A Strategic Approach Using the Risk–Value Matrix," Georgia State University, Atlanta. (September 1, 2013).

    Roy, S. (Author), Sudhir, K. (Author & Presenter), Cherian, M. (Author), 35th INFORMS Society for Marketing Science Conference (ISMS) Conference, "Do Sympathy Biases Induce Charitable Giving? The Persuasive Effects of Advertising Content," Ozyegin University, Istanbul, Turkey. (July 13, 2013). 

    Roy, S. (Author & Presenter), Sivakumar, K. (Author), 2013 Winter Marketing Educators’ Conference, "Service Outsourcing Relationships: An SDL Perspective on Service Attributes and Control Systems & the Moderating Effects of Globalization & Core Competence,," American Marketing Association, Las Vegas. (February 11, 2013).

    Roy, S., Sudhir, K., Cherian, M., "Do Sympathy Biases Affect Charitable Giving? Evidence from a Large Scale Natural Field Experiment," 2011 Yale China-India Consumer Insights Conference, New Delhi, India. (July 2011). 

    Roy, S., "Business to Business Relationships and Innovation," Academy of Indian Marketing, New Delhi, India. (December 2010).

    Roy, S., Sivakumar, K., "An Rx for the Health of Pharmaceutical Alliances: Mathematical Model and Empirical Analysis to Maximize Financial Performance," Summer American Marketing Educators Conference, Boston, Massachusetts. (August 2010).

    Roy, S., Sivakumar, K., "Global Strategic Alliances: How does National Culture influence Financial Performance?," Summer American Marketing Educators Conference, Chicago, Illinois. (August 2009).

    Roy, S., Roy, J., "Social Identity and Perceived Importance of The Profession-The Case of Members In an ISM  Affiliate," Conference of Trends in Global Business, New Haven, Connecticut. (2008).

    Roy, S., Medlin, C., Roy, J., Duggan, L., "What does the concept of 'Networking' mean in an American Chamber of Commerce in 2007? - Preliminary findings of an empirical study," Global Marketing Conference, Shanghai, China. (2007). 

    Roy, S., Shivakumar, K., Hanvanich, S., "Interfirm collaboration, cross border knowledge transfer, and firm performance: en empirical study," American Marketing Association conference, Washington, District of Columbia. (August 2007).

    Roy, S., Enhancing Sales Force Productivity Conference, "Will Sales Automation Adoption Change with Internet based applications? A Conceptual Model of outsourcing the adoption problem," Columbia, Missouri. (April 21, 2006). 

    Roy, S., Sivakumar, K., AMA Summer Educators’ Conference, "Trust and Verify: Managing Intellectual Property in the Global Outsourcing of Knowledge-Based Services," American Marketing Association, San Francisco, CA. (2005).

    Roy, S., IMP Conference, "Developing and Using the Innovation Generation Measure from IMP databases," IMP, Copenhagen, Denmark. (September 2, 2004). 

    Roy, S., Sivakumar, K., AMA Summer Educators’ Conference, "Managing Transitions in Global Outsourcing of Knowledge Based Services—A Conceptual Model and Research Propositions," American Marketing Association, Boston, Massachusetts. (August 8, 2004).

    Roy, S., Wilkinson, I., IMP Conference, "Developing and Using the Interaction Measure from IMP databases," IMP, Lugano, Switzerland. (September 4, 2003).

    Sivakumar, K., Roy, S., AMA Summer Educators’ Conference, "Knowledge Redundancy in Supply Chains—A Framework," American Marketing Association, San Diego, CA. (August 2, 2002).

    Roy, S., Ghose, S., Soh, S. K., AMA Winter Educators' Conference, "Comparing the Internet User, the Internet non-user and Online buyer," American Marketing Association, Scottsdale, AZ. (February 16, 2001).

    Roy, S., AMA Winter Educators' Conference, "The Role of Technology Adoption in Business Buying Behavior—Conceptual Model and Research Propositions," American Marketing Association, Scottsdale, AZ. (February 16, 2001). 

    Roy, S., Wilkinson, I., Business Marketing Faculty Consortium AMA, "Combining Quantitative and Qualitative techniques in Business Marketing Research—Discussion of a PhD Research Methodology," American Marketing Association, Evanston, Illinois. (August 2, 2000).

    Roy, S., Sivakumar, K., Wilkinson, I., AMA Educators’ Conference, "Innovation Generation in Business Markets—Conceptual model and Research Propositions," American Marketing Association, San Antonio, TX. (February 5, 2000).

    Roy, S., Soh, S. K., Measurement of e-Commerce Conference, "e-Commerce Behavior of Singaporeans," Singapore. (December 6, 1999).

    Medlin, C., Roy, S., Australian and New Zealand Marketing Academy Conference (ANZMAC), "A Comparison of Mail and Web-survey as instruments for surveying Software firms in Australia, New Zealand, Singapore and Malaysia," Australian and New Zealand Marketing Academy, Sydney, Australia. (November 28, 1999).

    Roy, S., Soh, S. K., Academy of International Business (AIBSEAR) Conference, "Christmas Gift Buying Behavior—during recessions—Results of a Household survey in Singapore," Academy of International Business (AIBSEAR), Melbourne, Australia. (July 8, 1999).

    Roy, S., International Conference on Globalization, Economic Reform and Development in Asia Pacific Region, "The Development and Knowledge Creation in Business Market: A Case Study," Sydney, Australia. (July 5, 1999).

    Roy, S., Industrial Marketing and Purchasing Conference (IMP), Doctoral Consortium on Interfirm Relations and Networks on Heron Island, "The technology factor in international inter-firm relationships," Industrial Marketing and Purchasing, Great Barrier Reef, Australia. (February 21, 1997).

    Roy, S., Rediscovering Co-operation: Co-operatives in the emerging context, "Restructuring Dairy Vale Co-operative Ltd.: A Case Study from Australia," Institute of Rural Management, Anand, India. (1996).

    Professional Positions


    Visiting Lecturer, Texas Christian University. (September 2000 - August 2001).
    Research and Teaching 

    Visiting Lecturer, Ngee Ann Polytechnic. (July 1998 - May 2000).
    Teaching and Research

    Part-Time Lecturer, University of Technology , Sydney , Australia. (February 1997 - July 1998).
    Teaching Marketing Classes

    Part-Time Lecturer, University of Western Sydney, Sydney, Australia. (February 1997 - July 1997).
    Teaching Marketing Classes



    President, StratoServe LLC. (June 2006 - Present).
    Consulting in digital marketing, supply chain and innovation.

    Head, Marketing & Sales, HPCL- A Joint Venture of Tetra Pak Sweden and NDDB India. (April 1982 - February 1995).
    Market the Tetra Pak system to customers, help customers market their packaging and promote innovation across the value chain. 

    Professional Service

    Board of Advisors of a Company, Radialis Singapore Pte. Ltd., Singapore. (January 2011 - Present).
    Radialis gives you access to an executive team that comprises experienced ICT and business executives with proven insight and leadership in the Asia Pacific market.

    Editorial Review Board Member, Journal of Supply Chain Management. (2010 - Present).
    Review Journal Articles

    Board of Advisors of a Company, Octave Business School, Maharashtra. (January 2010 - Present).
    Member of Academic Council to advise about academic content.

    Editorial Review Board Member, Strategic Outsourcing- An International Journal. (2008 - Present).
    Review articles for the journal

    Editorial Review Board Member, Industrial Marketing Management Journal. (2005 - Present).
    Review IMM Submissions.

    Officer, President/Elect/Past, StratoServe LLC, Cheshire. (2005 - Present).
    Focused  in the areas of innovation, digital marketing and supply chain areas that form the core of my research.

    Officer, Vice President, American Marketing Association Connecticut, CT. (July 1, 2009 - June 30, 2010).
    To lead the Collegiate efforts of the professional association. 

    Officer, President/Elect/Past, Institute of Supply Management -Connecticut, CT. (July 1, 2009 - March 31, 2010).
    To lead the professional association of supply managers

    Teaching Experience

    University of New Haven

    MKTG 200, Principles of Marketing, 1 course.

    MKTG 3302, Organizational Marketing, 1 course.

    MKTG 4450, Special Topics, 1 course.

    MKTG 6609, Marketing -STRAT 12, 1 course.

    MKTG 6643, Product Management, 3 courses.

    MKTG 6651, International Marketing, 1 course.

    MKTG 6670, Special Topics, 1 course.

    Awards and Honors

    Academic Excellence Award, Ngee Ann Polytechnic. (2000).

Industry Experience
Curriculum Vitae