Resurgence and Sustainable Development of Asian Markets in the New Normal

This book is a compilation of transferable insights relevant to the dynamics of the current Asian business sector. It is a tool to develop a deep insight and formulate an appropriate roadmap to align with the post-pandemic business trends in the Asian market. The book is also a reflection of how innovation and resilience are actively driving the current Asian businesses. The major trends that have been identified in Asian markets have been in the fields of technology application, innovations, change in the patterns of demands towards sustainable choices, value-chain re-engineering and a growing consciousness about ethical choices. The volume empowers readers to take actionable steps towards creating sustainable business solutions, while also providing the opportunity to explore evolving perspectives on Asian market during the current period of disruption and how it has impacted businesses. 

This book will enhance the competency of young start-up ventures, budding entrepreneurs from Asian and non-Asian markets, SMEs and mid-level practitioners to manage and drive their organizations towards future sustainability in ensuring the value driven eco-system. This book will also be a guiding principle for the academics to undertake research on Asian market towards development of new solutions and actional strategies in addition to existing solutions.

Nandan Sengupta has about 30 years of experience in strategic marketing, market development, project management and digital applications. He spent 14 years of his career in India before moving to the UK in 2004 where he has lived and worked ever since. In 2020, Nandan has been awarded the Fellowship of Chartered Institute of Marketing, UK .

Isita Lahiri is a professor and head at the Department of Business Administration, University of Kalyani, West Bengal. Dr. Lahiri has more than twenty-five years of experience in teaching and has published several research papers in both national and international journals. Her areas of interest include brand management, consumer behaviour and rural marketing.

Kanad Chatterjee has more than three decades of experience in Information Technology and was serving as CIO of HCL Corporation and Shiv Nadar Foundation. During his early association with TATA group and later with HCL Group, he has guided the transformation of products and processes in organizations by leveraging the strength and potential of various digital technologies. Kanad holds a Bachelor of Engineering from Jadavpur University, Kolkata and Post-Graduation in Business Management from Xavier School of Management (XLRI), Jamshedpur, India.

Rabin Mazumder is an M.Sc in Economics and an MBA in Marketing and a Diploma holder in Personnel Management, Industrial Relations and Labour Welfare. Dr. Mazumder has PhD in Business Management from the University of Calcutta. He is the alumnus of the same University in Economics. Presently he is a Professor of Economics and Head of Business Management Department at Institute of Engineering & Management. He has published several articles in reputed journals, indexing in Scopus (ABDC rank) and Web of Science (WOS). He also authored two books on economics at secondary and undergraduate level.

Dipak Saha is currently associated as an Experienced Professor of Behavioural Strategy & Marketing with a demonstrated history of leadership in the discipline of strategic decision-making with the Department of Management, Institute of Engineering & Management (School of University of Engineering and Management), Kolkata, India, and has over 20 years of corporate and academic experience. He has published several articles in reputed and renowned scholarly journals. He is the co-editor of the book, Perspectives in Marketing, Innovation & Strategy with the Father of Marketing, Prof. Philip Kotler. He is a consultant and trainer in the field of Behavioral Strategy & Decision making. He is the recipient of the AMP- Academic Excellence Award 2020, and Research Excellence Award 2023. He is also the series Editor of the global series Contemporary Management Practices (Routledge Publication) and AAP Sustainable Marketing Practices (Apple Academic Press).

David Earp is Interim Export Manager, Department of International Trade, Govt of UK, Institute of Export and International Trade, & Trustee Director, Cambridge Chamber of Commerce and Industry, International Sector Group. He is an experienced international business consultant and trade adviser to companies across the East of England region currently or potentially trading internationally. David holds the degree in economics and statistics from Manchester University, MCIM Diploma, Marketing from London Metropolitan University, Diploma in International Business Management, Business, Management, Marketing, and Related Support Services from The Open University. David also holds the degree in International Marketing, International Business, International Economics, Cranfield University.