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


    Dr. Subroto Roy specializes in Innovation, B2B Marketing, Digital Marketing and Supply Chains. Dr. Roy's blog won the 2011 Connecticut Most Valuable Blogger (MVB) Award from CBS Connecticut. Dr. Roy strives for impact and relevance in his research and his research is highly cited and published in journals like Journal of Academy of Marketing ScienceJournal of Product Innovation ManagementJournal of Business Research and Industrial Marketing Management Journal.

    Dr. Roy's research papers have won "Best Paper Awards" in Marketing Analytic's and Marketing Strategy at the Summer American Marketing Association Educator’s conferences. Dr. Roy was invited to be a Visiting Scholar at Yale School of Management during his sabbatical leave from University of New Haven in Spring 2011.

    Dr. Subroto Roy is a former President of the Institute for Supply Management, Connecticut (ISM-CT) and a Vice- President of the American Marketing Association of Connecticut. He is on the Editorial board of Industrial Marketing ManagementJournal of Supply Chain Management and International Outsourcing-a Strategic Journal. He is on the Academic Council of The Octave Business School, India and on the Board of Radialis Pte. Ltd. Singapore and President and Founder of his consulting company StratoServe, LLC. StratoServe sponsors and maintains the top ranked as a free resource for the global supply management community.

    At University of New Haven, Dr. Roy is the founding Faculty Advisor of the UNH American Marketing Association. He is a Member, Experiential Education Academy of the National Society of Experiential Education and introduced Google AdWords campaign projects for real clients through support from Google in his classroom projects. He teaches Product Management (New Product/Service Development), Business to Business Marketing, International Marketing and Principles of Marketing at the Under Graduate and MBA level.


    Ph.D.: University of Western Sydney 
    M.Sc.-Hons. (M.S.) BITS, Pilani, India 
    P.G.D.R.M. (M.B.A.) IRMA, Anand, India

    Professional Memberships

    American Marketing Association (AMA), Chicago, Illinois


    Institute for Supply Management(ISM), Tempe, Arizona

    Academic Credentials

      Journal Articles

      • "Global Outsourcing Relationships and Innovation: A Conceptual Framework and Research Propositions," in  Journal of Product Innovation Management. (with K. Sivakumar- Forthcoming).
      •  "Managing Intellectual Property in Global Outsourcing for Innovation Generation" in  Journal of Product innovation Management. (with K.Sivakumar - Forthcoming).
      • "Global innovation generation and financial performance in business-to-business relationships: the case of cross-border alliances in the pharmaceutical industry,"Journal of Academy of Marketing Science, Available October 16, 2010. (with K. Sivakumar, JainJun Zhu,Sangphet Hanvanich). Download.
      • "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, October 2010, Vol 46, Issue 4, Pages 12-24. Download,
      • “Innovation Generation in Upstream and Downstream Business Relationships,"Journal of Business Research. (with K. Sivakumar), December 2010. Volume 63, Issue 12, Pages 1261-1372 . Download.
      •  “ The Role of Technology Adoption in the Globalization of Business Buying Behavior: A Conceptual Model and Research Propositions”, Journal of Business and Industrial Marketing, Volume 22, No. 4,Pages 220-227,2007. (With K. Sivakumar) Download.
      • “ Internet Diffusion as a two-stage transition- Converting Internet Non-Users to Internet Users and to online buyers,” International Journal of Marketing Research(IJMR); Volume 48, Issue 3, 2006.(with Sanjoy Ghose)  Download.
      • "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 2004, 3(4), 454-469. (with Ian F. Wilkinson) Download.
      • " Knowledge redundancy in supply chains: a framework". Supply Chain Management, 9(3/4), 241. (with K.Sivakumar) Download.
      • "Innovation Generation in Supply Chain Relationships: A Conceptual Model and Research Propositions". Academy of Marketing Science Journal, 32(1), 61-79, 2004. ( with K. Sivakumar and Ian Wilkinson) Download.
      • "OK you are an approved supplier but you still don’t get orders’ understanding the case of the P-Card, ” Industrial Marketing Management. Vol 32 Pages 605-613. 2003.Download.
      • “Gift Buying Behavior Amidst the looming recession: A Case study of Singapore during Asian Economic Crisis” in the Journal of International Business and Entrepreneurship. Vol. 7. No. 1(July), Pages 25-38.1999 (with See Khay Soh).
    Industry Experience

      Teaching Appointments

      Associate Professor of Marketing: Department of Marketing and Quantitative Analysis, College of Business, University of New Haven, 2007-Present


      Assistant Professor of Marketing: University of New Haven


        Assistant Professor of Marketing: University of New Haven


        Visiting Lecturer, Marketing: M.J. Neeley School of Business, Texas Christian University, Fort Worth, Texas


          Visiting Lecturer, Marketing: Ngee Ann Polytechnic, Singapore


            Part-Time Lecturer: University of Western Sydney (UWS),NSW, Australia


            Part-time Lecturer: University of Technology Sydney (UTS), NSW, Australia 


          Curriculum Vitae