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Prof. Sriparna Basu

Prof. Sriparna Basu

PhD (Cultural Studies), University of Illinois, at Urbana-Champaign, USA; M.A. (Cultural Studies), University of Illinois, at Urbana-Champaign, USA; M.A. (Gold Medalist), Jadavpur University, Kolkata


Contact: 011-41242418

Total Years of Experience

23 Years

Brief description of Experience

Dr. Sriparna Basu, is the Dean (Research) and Professor of Communication at FORE School of Management, New Delhi, India. She holds an M.A. from Jadavpur University, Kolkata (Gold Medallist) and obtained her Masters and PhD in Cultural Studies from the University of Illinois at Urbana-Champaign, USA. She has more than 23 years of teaching experience which also includes consulting experience across various industry sectors. Her current research is in the intersection of digital cultures, interactive technologies, user-behavior, responsible AI, and digital inclusivity. She has worked in policy projects relating to digital policy impact evaluation in rural India. An avid researcher, she has published in top tier journals such as, the Journal of Business Research and the International Journal of Information Management. She has also presented papers in 17 international and national conferences.

She has been involved in training and consulting activities in ONGC, NHPC, Bayer, IFFCO, Indian Oil, Power Grid, MCL, Aviation Academy of India, Punjab National Bank, Bayer India, Mitsui etc. She has been identified by Education Post (January 2021) as one of the top six women movers in education.

Prof. Basu won multiple awards for her business cases. Her cases have been published in Richard Ivey and William Davidson Institute (WDI) at the Ross School of Business, University of Michigan, and Asian Journal of Management Cases (AJMC).

Prof. Basu has been a Visiting Professor at IIM Sambalpur for the past 5 years, and also teaches at IIM Nagpur. She is also the Editor-in-chief of South Asian Survey, a journal from SAGE publishing.

Research Interest Areas

User Behaviour Research, Interactive Technologies, (IR) Responsible AI, Digital Inclusivity, Human-Tech, Culture and Technology Behaviour.

Consulting Interest Areas

Cross-cultural management in international business; Cross-cultural negotiation skills; Building a culture of excellence; Change communication; Communication and presentation skills; Role of culture in service orientation

Selected Publications

1) Jain, S., Basu, S., & Dwivedi, Y. K. (2024). Green brand identity and B2B channel partners' tactical green marketing orientation: Moderating effect of brand governance. Industrial Marketing Management, 119, 218-237.
2) Basu, S., Jain, S., & Kaur, S. (2024). Manifestation of Culture in B2C Websites of Digitally Transformed Businesses in Emerging Asian Economies. Journal of Global Information Technology Management, 27(2), 119-147.
3) Dang Quan, T., Wei-Han Tan, G., Aw, E. C. X., Cham, T. H., Basu, S., & Ooi, K. B. (2024). Can you resist the virtual temptations? Unveiling impulsive buying in metaverse retail. Asia Pacific Journal of Marketing and Logistics.
4) Jha, S., Singh, A. K., & Basu, S. (2024). Corporate engagement with start-ups (CEWS): a systematic review of literature and future research agenda. European Business Review.
5) Basu, S. & Jha, S. (2023). Invest in Tech Ethics, It's valued. Economic Times (ET Commentary page), Available online at
6) Basu, S. & others. (2023). Exploring the Darkverse: A Multi-Perspective Analysis of the Negative Societal Impacts of the Metaverse. Information Systems Frontiers, 1-44.
7) Jain, S., Basu, S., Ray, A., & Das, R. (2023). Impact of irritation and negative emotions on the performance of voice assistants: Netting dissatisfied customers’ perspectives. International Journal of Information Management, 72, 102662.
8) Basu, Sriparna, (2023). So what if ChatGPT wrote it? “Multidisciplinary perspectives on opportunities, challenges and implications of generative conversational AI for research, practice and policy”. International Journal of Information Management, Vol. 71, 102642. Available online at:
9) Jain, S., Basu S., Dwivedi Y., Kaur S. (2022). Interactive voice assistants – Does brand credibility assuage privacy risks? Journal of Business Research, 139, 701-717.
10) Majumdar, B., Basu, S., Jain, S. (2021). Digital Empowerment and Indian Handlooms: Case-based Policy Recommendations, Economic and Political Weekly (Vol. 56, No. 8) - Scopus & ABDC-B Category.
11) Das, J.K., Jain, S., Basu, S., Majumdar, B. (2019). Organic Wellness: Influencing Consumer Decision Via cause Marketing ( - – Ivey Publishing – B Category.
12) Majumdar, B., Basu, S., Jain, S. (2018). Chanderiyaan: Weaving Digital Empowerment into the Indian Handloom Industry – WDI Publishing (University of Michigan, Ross School of Business) – B Category..
13) Basu, S., & Majumdar, B. (2018). Beating the Monochrome: Emerging Market Multinationals and the Bricoleur Approach to embracing Heterogeneity, Social Identities (Vol. 25, No.5: – Scopus & Web of Science.
14) Makkar, S., & Basu, S. (2018). Influence of Emotional Intelligence on Workplace Behavior among Bank Employees in Mumbai, India: An Assessment of the Moderating Role of Job Stress, South Asian Journal of Management (Vol. 25, No. 3) – Scopus & ABDC – C Category.
15) Gupta, R.K., & Basu, S. (2017). Goonj: Essence of Sustainability and Scalability of a Social Venture, WDI Publishing (University of Michigan, Ross School of Business) – B Category.
16) Makkar, S. & Basu, S. (2017). The Role of Emotional Intelligence in Workplace Behavior: A Study of Bank Employees, South Asian Journal of Management (Vol. 25, No. 3) – Scopus & ABDC – C.
17) Basu, S. (2016). Multiple Paths to Globalization: The India-China Story, in India and China: History, Culture, Cooperation, and Competition (eds.) Arnab Deb, Paramita Mukherjee, & Miao Pang, Sage Publishing.
18) Basu, S., & Chandra, V. (2015). Culture at the Cross Roads: Value Orientations and their Re-Negotiation in Leading Family-Owned Indian Businesses in Global Enterprise Management: A New Perspective on Challenges and Future Development (Ed.) Camillo, A. A NY: Palgrave McMillan.
19) Basu, S. (2015). India’s Future Shaped by the Past: The Politics of Foreign Investment, Global Asia (Vol. 10, No. 2:
20) Gupta, R.K., & Basu, S. (2015). Influence of Dimensions of Strategic Orientation (SO) on the Growth of Small Firms & Resources as Moderating Variable’, Management and Labour Studies, (Vo. 39, No. 4) – Scopus & ABDC-C Category.
21) Gupta, R.K., & Basu, S. (2014). Ziqitza Healthcare Limited: Challenge of Scaling up Emergency Medical Services (EMS) in India using Public-Private Partnership (PPP) Mode, Asian Journal of Management Cases – Scopus & ABDC – C Category.

Invited Talk

1) ASSOCHAM: Work Vision 2022
2) Indian Chamber of Commerce and Industry: Women Empowerment Summit 2022

Executive Education/MDPs

FORE School of Management has been designing, developing and conducting innovative Executive Education (EE)/ Management Development Programmes (MDPs) for working executives in India for over three decades.