Faculty

Dr. Subrat Sarangi

Professor - Strategy and Marketing

Area of Expertise: Strategy and Marketing

Email: subrat.a@greatlakes.edu.in

BACK TO FACULTY

Subrat brings more than 27 years of industry, management consulting, teaching, and research experience, of which the last 13 years have been in academia. Before joining academics, he spent about 14 years in the industry. He has worked with Jindal Steel & Power Ltd., (Raigarh, Chattisgarh); Avalon Consulting (Mumbai and Chennai), IBM Global Services (Supply Chain, Strategy and Change vertical), Wipro Consulting (Bengaluru), iGATE- Patni (Bengaluru), and Beroe Inc. (a boutique KPO in Procurement Market Intelligence) as Vice President, Market Intelligence with about close to 500 direct and indirect reportees, and annual revenue responsibility of about 25 million USD. At iGATE and Beroe, Subrat was in the executive body and involved in strategic planning and decision-making at the leadership level. Before joining Great Lakes Institute of Management, Subrat was with MICA.

Subrat is a graduate from College of Engineering, Thiruvananthapuram (Kerala University), PGDM from Xavier Institute of Management, Bhubaneswar and a Fellow from XLRI, Jamshedpur.

In his long career in advisory services, Subrat has been engaged with leading global and Indian companies across various industry domains, including Automotive, Hi-Tech, FMCG, Port & Infrastructure, Metals & Mining, Healthcare, Media & Publishing, and Plastics. His work has been predominantly around – Market Entry Strategy, Growth Strategy, Business due diligence, Supply Chain Design, Process Optimization and Performance Improvement, and Outsourcing Advisory. Some of the clients with whom he has been associated are – Toyota Kirloskar Motors Ltd., Tata Chemicals, Unilever, Tata Steel, Arcelor Mittal, Ciena Corporation (Nortel merger), Ashok Leyland Ltd., TVS Group, Anand Bazar Patrika Group, Ministry of Commerce (Sultanate of Oman), Merck, Kraft Foods, Johnson Diversey, and International Seaports Limited, among others.

Research Interests

Subrat's research interests include quantitative modeling in product management and distribution, sports analytics, brand equity measurement, and the application of fuzzy sets in multi-objective decision models in a multimarket contact context. Currently, he is pursuing research projects on B2B Sales and new-age technology, brand equity measurement and its relevance in purchase intention under new-age technology influence, and predictive analytics in cricket.

Research Grants

  • Subrat received research grant for four research projects under Odisha Primary Education Program Authority (School and Mass Education Department, Govt. of Odisha under Sarva Shiskshya Abiyaan) in 2017 amounting to a value of Rs. 15 Lacs with KIIT University, Bhubaneswar.
  • He was involved in a funded research project as co-investigator titled "Evaluation – cum - Impact Assessment of Biju Gaon Gadi Yojana in Odisha" conducted for Commerce and Transport Department, Govt. of Odisha in 2016.

Peer-Reviewed Journal Articles

  • Reghunathan, A., Sarangi, S., & Joshy, J., (Accepted, 2025) “BRAND EXTENSIONS HAVE CHANGED, WHAT ABOUT CONSUMERS?” EVALUATIONS AND CONSUMPTION VISIBILITY OF CROSS-GENDER BRAND EXTENSIONS”, Journal of Global Marketing, 1-15. (ABDC – B, SJR – Q1) (Second Author)
  • Kautish, P., Sarangi, S., Lan, S., Mehrotra, A., & Simillidou, A. (2025). Integrating SMEs market and technology orientation: an exploration of digital technological opportunism, agility, future focus and performance. International Marketing Review. (ABDC – A, SJR – Q1) (Second Author)
  • Sarangi, S., Jena, A. K., & Priyadarshi, A. (2024). Interactive Effects of Organizational Commitment and Incentives on Firm Resilience during a Global Crisis. International Journal of Disaster Risk Reduction, Vol 108, 104505. (ABDC – A, SJR – Q1) (First Author) https://doi.org/10.1016/j.ijdrr.2024.104505.
  • Jadhav, D.S. and Sarangi, S. (2024), "Corporate sustainability and performance: a bibliometric review for two decades", Benchmarking: An International Journal, Vol. 32 No. 4, pp. 1459-1483. (ABDC – B, SJR – Q1) (Second Author) https://doi.org/10.1108/BIJ-07-2023-0467
  • Sarangi. S., Lyngdoh, T., Anderson, J. (2024). “Influence of multimarket contact on product line configuration decisions,” Journal of Strategic Marketing, 32(5), 644-658. (ABDC – A, SJR – Q1) (First Author). https://doi.org/10.1080/0965254X.2024.2306555
  • Singh R.K., Sarangi S., (2024). “To attract viewers based on batting strike rate: An analysis of men’s international Twenty20 cricket,” Sport, Business, Management: An International Journal. (SJR – Q3, ABDC - C) (Second Author). https://doi.org/10.1108/SBM-07-2023-0092
  • Sarangi. S, Jena. K. Amit (2024). "The interrelationship between viewership motivation, team loyalty, fan identification, and viewership behavior for a national cricket team: a PLS-SEM approach", Journal of Creative Communications, 1-19. (SJR – Q2) (First Author). https://doi.org/10.1177/09732586231218919
  • Sarangi S, Singh R.K, Thakur B.K. (2023). Interrelationship between Share of Women in Parliament and Gender and Development: A Critical Analysis. Administrative Sciences. 13(4):106. (SJR Q2) (First Author) https://doi.org/10.3390/admsci13040106
  • Sarangi S., & Singh R.K., (2023). Winning one-day international cricket matches: A cross-team perspective. Journal of Business Analytics. 6:1, 39-58, (ABDC – C, SJR – Q2, SCOPUS). https://doi.org/10.1080/2573234X.2022.2041370
  • Sarangi S., Sarangi S., & Sabounchi S. Nasim., (2022). How Managerial Perspectives Affect the Optimal Fleet Size and Mix Model: A Multi-objective Approach. OPSEARCH. 60(1), 1-23 (Journal of Operational Research Society of India, ORSI) (ABDC – C, SJR - Q2) (First Author). https://doi.org/10.1007/s12597-022-00603-2
  • Sarangi S., Kar B., & Singh R.K., (2021). "A comparative assessment of migrant and indigenous entrepreneurs on regional development: A Case of Odisha, India." Growth and Change, 53(1), 170–199. (ABDC – B, SJR – Q2). https://doi.org/10.1111/grow.12580.
  • Sarangi, S., Chakraborty, A., & Triantis, K. P. (2021). Multimarket competition effects on product line decisions–A multi-objective decision model in fast-moving consumer goods industry. Journal of Business Research, 133, pp. 388-398. (ABDC – A, SJR - Q1). https://doi.org/10.1016/j.jbusres.2021.05.019.
  • Kar, B., & Sarangi, S. (2021). Factors of Small Business Mentoring and Practices. SEDME (Small Enterprises Development, Management & Extension Journal), 47(2), 104-114. https://doi.org/10.1177/09708464211032554.
  • Sarangi, S. (2018). Distribution in emerging markets: a strategic perspective. International Journal of Business and Emerging Markets, 10(3), 213-228. DOI: 10.1504/IJBEM.2018.10013060 (SJR – Q3).
  • Sarangi, S., & Kar, B. (2018). A Comparative Assessment of Indicators for Public Sector General Insurance Companies: An Indian Perspective. Indian Journal of Finance, 12(3), 30-42 (ABDC – C, SCOPUS, SJR – Q3).
  • Sarangi, S., & Pattnaik, S. (2018). Targeting Emerging and Untapped Markets: Rethinking Market Intelligence Decision Framework. Prabandhan: Indian Journal of Management, 11(1), 39-51. DOI: https://doi.org/10.17010/pijom/2018/v11i1/120822 (SJR – Q3).
  • Sarangi, S., Patro, S., & Kumar, R. S. (2014). Sustainable distribution in emerging markets–African perspective. Transnational Marketing Journal, 2(1), 39-60 (SJR – Q3).
  • Sarangi, S., & Srivatsan, S. (2009). Interrelationship between operations and marketing in reducing demand risk. Journal of Marketing Channels, 16(3), 227-243 (ABDC – B, SCOPUS, SJR – Q3). https://doi.org/10.1080/10466690902934524.

Case Publications

Books and Books chapters

  • "Managing Businesses in the Digital Economy," Ed. Subrat Sarangi, Bloomsbury Publishing, ISBN 978-93-89714-12-8, 2020.

Book Chapters

  • Singh, S., & Sarangi, S. (2025). “Frugal Innovation, Circular Economy, and Environmental Entrepreneurship” is under review for the edited book titled Frugal Innovation in Entrepreneurship by IGI Global publishing. ISBN13: 9798369340509 (Second Author). DOI: 10.4018/979-8-3693-4050-9
  • Sarangi, Subrat (2017). India Gearing Towards Industry 4.0. In Ed. India and New World Order; Kumud Publications, ISBN - 978-93-82885-40-5.
  • Sarangi, Subrat (2016). "Transforming Product Line Selection Strategy." The Palgrave Handbook of Managing Continuous Business Transformation; PALGRAVE MACMILLAN, ISBN 978-1-137-60228-2, pp. 213-234 (SCOPUS Indexed).
  • Sarangi, Subrat (2016). Omni-Channel Distribution Model : A Need for Competitive India, Indian Economy in New Perspectives; Navyug Book International, ISBN – 978-93-82974-55-0.
  • Subrat Sarangi, Gautam Mishra (2013). “Innovating Distribution in Emerging and Untapped Markets”, Innovation for Competitive Edge – Growth and Sustainability, MACMILLAN PUBLISHERS INDIA LTD (New Delhi), ISBN 978-9350-59464-3.
  • Reethika Sundar, Subrat Sarangi (2009). “Supply Chain Excellence through enhanced relationships with Suppliers and Employees”, Supply Chain Performance Management Current Approaches, Erich Schmidt & Verlag GmBH & Co., Berlin. ISBN 978-3-503-12047-5, ISSN 1863-3390.

Media Appearances

Media Articles

Working Papers

  • Paper titled “Pay U Later, Materialism, Impulsive, and Compulsive Behaviour: An Empirical Approach” is under R1 with Journal of Financial Services Marketing since July 2024. (ABDC – B, SJR – Q2) (First Author)
  • Paper titled “How Value Relevant is Non-Financial Reporting in Emerging Economies: Effect of Non-Financial Disclosures on Capital Structure” is under review with The International Journal of Accounting since March 2025. (ABDC – B, SJR – Q2) (Second Author)
  • Book chapter titled “Athletics in Olympics - A data analytic approach to commercialization of the Olympics” is under R1 for the edited book titled “Business Technology Strategies for Decision Making and Competitive Advantage" by IGI Global publishing (Sole Author)
  • Paper titled “Batting Strike Rate inTwenty20 and One Day International Cricket: Implications of Country of Play, Inning of Play, and National Team” is under work in progress. (Second Author)
  • Paper titled "Quantitative vs. Hybrid Predictive Models in One-Day International Cricket" is under work in progress. (First Author)
  • Paper titled “The Importance of Ethics for Brand Equity Measurement: A Systematic Literature Review and Research Agenda” is being revised for submission after rejection. (Second Author)
  • Paper titled “Brand Relevance, AI and Purchase Intention: An Empirical Approach” under revision after rejection at R1. (Second Author)
  • Paper titled “An intersection of sales behavior, ethics, and new-age technology: A systematic literature review” is under work in progress. (Second Author)
  • Case sturdy titled “ALKEM LABORATORIES GROWTH STRATEGY FOR UPRISE®–D3 60K” is under work in progress based on reviewer comments for resubmission. (First Author)

Associations

  • EDHEC Business School
  • Chicago Booth
  • Manchester Metropolitan University
  • NUCB Business School
  • IESEG
  • Frankfurt School of Finance and Management
  • BOLOGNA BUSINESS SCHOOL
  • Skema Business School
  • HHL Leipzig Graduate School of Management
  • Pace University
  • Universite Bordeaux
  • Ipag
  • University of HUDDERSFIELD
  • AJMAN UNIVERSITY
  • EDHEC Business School
  • Chicago Booth
  • Manchester Metropolitan University
  • NUCB Business School
  • IESEG
  • Frankfurt School of Finance and Management
  • BOLOGNA BUSINESS SCHOOL
  • Skema Business School
  • HHL Leipzig Graduate School of Management
  • Pace University
  • Universite Bordeaux
  • Ipag
  • University of HUDDERSFIELD
  • AJMAN UNIVERSITY
Back to Top