Pursuing Digital Marketing and Sales Transformation in an Emerging Market: Lessons from India’s Tata Steel
Peeyush Gupta,
Michelle Steward,
Jim Narus,
D.V.R. Seshadri
Affiliations
Peeyush Gupta
, chairs the board of Tata Steel (Thailand) plc, NatSteel Asia (Singapore) and Indian Steel & Wire Products (ISWP), subsidiaries of Tata Steel Limited. At Tata Steel, he handles the revenue responsibility of Indian operations in his capacity as Vice President–Steel (Marketing & Sales). He is a member of the board of Tata Steel Downstream Products Ltd. (TSDPL) and Mjunction Services Ltd. He is also associated with CII (West Bengal) as Vice Chairman of State Council, Bengal Chamber of Commerce & Industries (BCC&I), CII–National Rural Council and World Steel Association (WSA) as a member.
Michelle Steward
is an Associate Professor of Marketing at the School of Business at Wake Forest University. Michelle’s research interests are in the area of business-to-business marketing. e-mail:
Jim Narus
is a professor of business marketing at the Babcock Graduate School of Management, Wake Forest University, and a Distinguished Research Fellow at the Institute for the Study of Business Markets at The Pennsylvania State University. Professor Narus’s interests include value-based marketing, the management of market offerings, distribution channel design and management, and partnerships and networks within business markets. He routinely teaches courses on business-to-business marketing, marketing channel management and marketing management. Professor Narus’s numerous articles and research papers on business market management topics have appeared in top research journals. e-mail:
D.V.R. Seshadri
is a Clinical Professor in the Marketing Area and director of ISB-CBM and is one of our speakers for today. His areas of interest are business-to-business marketing, corporate entrepreneurship and strategy. He had over 15 years of industrial experience before joining academics since 2000. Before joining ISB in 2016, he taught at IIM Bangalore and at IIM Ahmedabad, as visiting faculty. He works closely with several companies, providing them training and consulting services in his areas of expertise. After joining academics, he has developed over 100 case studies, authored several research papers and co-authored five books. e-mail:
