Moutusy Maity
Professor
Specialization : Marketing
Qualification :
  • Ph.D. (University of Georgia, Athens, GA, USA)
  • M.B.A. (University of Calcutta)
  • M.A. (Jadavpur University)
Contact No. : +120-6678494
Email Id : mmaity[at]iiml[dot]ac[dot]in
 Personal Webpage
Bio Data
Teaching Areas
Research Areas
Consulting Areas
Position Held
Recent Publiaction, Article, Cases
Awards & Recognitions
Bio Data

Dr. Moutusy Maity is currently an Associate Professor in the department of Marketing Management, at the Indian Institute of Management Lucknow (IIM-L). Prior to joining IIM-L, Moutusy was Assistant Professor at the Indian Institute of Management-Bangalore (IIM-B), and at the University of Wisconsin, Whitewater, WI, USA.

Moutusy’s research interests are in the areas of consumer interaction with technology (e.g., Internet/e-commerce, mobile/m-commerce), customer relationship management (CRM), and technology adoption at the bottom of the pyramid (BOP) in developing countries. Her research has appeared in refereed journals including Journal of Retailing, Decision Support Systems, Journal of Business Ethics, Journal of Business Research, Journal of Marketing Theory and Practice, and Journal of Marketing Channels, among others. Her book on Digital Marketing: A Practical Approach in the Indian Context has been published by the Oxford University Press. Moutusy’s recent consulting projects include conducting workshops for companies including the Steel Authority of India (SAIL), and the Indian Oil Limited (IOL), among others. She has also consulted with analytics firms with a diverse set of clients in India and in the USA, providing inputs on research design and analysis. She has consulted with an NGO (non-government organization) for investigating the adoption of mobile phones among users at the BOP across several South-East Asian countries. Moutusy has also worked with The Nielsen Company, the leading market research firm on syndicated data services worldwide, in the firm’s retail (i.e., syndicated research) as well as consumer (i.e., customized research) divisions, handling clients including Pepsi Co., Frito Lay, and Eveready Batteries.

Moutusy’s research interests are in the areas of consumer interaction with technology (e.g., Internet/e-commerce, mobile/m-commerce), customer relationship management (CRM), and technology adoption at the bottom of the pyramid (BOP) in developing countries. Her work uses a variety of methodological techniques, including experimental designs, structural equations modeling and meta-analysis. Her research has appeared or is forthcoming in leading referred journals including Journal of Retailing, Decision Support Systems, Journal of Business Ethics, International Journal of Technology Management and Sustainable Development and Journal of Marketing Channels, among others.

Moutusy’s recent consulting experiences include undertaking predictive analytics for leading retailers (with online and offline presence) in India, with specific emphasis on customer relationship management. She has also consulted with an analytics firm with a diverse set of clients in the USA, providing inputs on research design and analysis. She has consulted with an NGO (non-government organization) for investigating adoption of mobile phones among users at the BOP across several South-East Asian countries. Moutusy has also worked with The Nielsen Company, the leading market research firm on syndicated data services worldwide, in the firm’s retail (i.e., syndicated research) as well as consumer (i.e., customized research) divisions, handling clients including Pepsi Co., Frito Lay, and Eveready Batteries.

Teaching Areas
  • Internet Marketing; Online Marketing; Digital Marketing
  • Customer Relationship Marketing (CRM)
  • Marketing Research
  • Advertising; Communication
Research Areas
  • Technology adoption by consumers
  • Multichannel marketing; E-commerce; M-commerce
  • Mobile technologies and users at the bottom of the pyramid (BoP)
Consulting Areas
  • Social media marketing; Social media analytics; Digital marketing; Internet marketing; Mobile phone adoption
  • Customer analytics; Consumer analytics
  • Customer relationship management
Positions Held
Sl. No. Name of Institute Designation Date from Date to
1 Indian Institute of Management Lucknow (IIM-L) Associate Professor December 2013 Current
2 Indian Institute of Management Lucknow (IIM-L) Assistant Professor July 2010 November 2013
3 The Nielsen Company Senior Manager August 2009 March 2010
4 Indian Institute of Management Bangalore (IIM-B) Assistant Professor January 2008 July 2009
5 University of Wisconsin, Whitewater Assistant Professor September 2005 December 2007
Recent Publications, Articles, Cases
Book
Refereed Journal Publications
  • Udo, Godwin, Kallol Bagchi, and Moutusy Maity, “Exploring Factors Affecting Digital Piracy Using the Norm Activation and the UTAUT Models: The Role of National Culture,” Journal of Business Ethics (forthcoming)
  • Maity Moutusy, Mayukh Dass, and Naresh K. Malhotra (2014), “The Antecedents and Moderators of Offline Information Search: A Meta-Analysis,” Journal of Retailing, 90(2), 233-254. (DOI: 10.1016/j.jretai.2014.03.001)
    http://www.sciencedirect.com/science/article/pii/S0022435914000190
  • Maity Moutusy and Mayukh Dass (2014), “Consumer Decision-Making across Modern and Traditional Channels: E-Commerce, M-Commerce, In-Store,” Decision Support Systems, 61 (May), 34-46. (DOI: 10.1016/j.dss.2014.01.008)
    http://www.sciencedirect.com/science/article/pii/S0167923614000098
  • Maity Moutusy (2014), “Mobile phone users from low socioeconomic strata in Asia: The moderating roles of age and gender” International Journal of Technology Management and Sustainable Development, 13(2), 177-200.
  • Maity Moutusy (2014), “The Information Systems Success Model: Examining Information Quality of a Website,” International Journal of Technology and Human Interaction, 10(1) 61-82
    (DOI: 10.4018/ijthi.2014.01.0105)
  • Maity Moutusy (2014), “Intention to Continue Using Mobile Telecommunication: Users at the BOP” Communications of the ICISA, 15(1), 1-23.
  • Gupta, Seema, Moutusy Maity and Satish C. Pandey (2014), “Sponsor, Ambusher and Other: Consumer Response to Three Strategies,” Vikalpa, 39 (Jan-March), 75-86.
  • Maity Moutusy, Maxwell Hsu and Lou Pelton (2012), “Consumers’ Online Information Search: Gen Yers’ Finding Needles in the Internet Haystack,” Journal of Marketing Channels, 19(1), 49-76.
    (DOI: 10.1080/1046669X.2012.635370)
Awards & Recognitions
  • 2017: Faculty Fellow, 5rd AIM and AMA-Sheth Foundation Doctoral Consortium (We School, Mumbai)
  • 2015: Faculty Fellow, 3rd AIM and AMA-Sheth Foundation Doctoral Consortium (IMT Dubai, UAE)
  • 2013: Outstanding Reviewer Award, Journal of Indian Business Research (Emerald)
  • Indian Institute of Management Lucknow, Research Grant (2014)
  • Outstanding Reviewer Award, Journal of Indian Business Research (Emerald) (2013)
  • Ponzurick Award for Best in Conference and best paper in the Internet/Social Media/Direct Marketing Track at the Association of Marketing Theory and Practice Conference, Panama City, FL (2011)
  • Outstanding paper in the Technology in Marketing track at the Marketing Management Association Conference, Chicago, IL (2010)
  • University of Georgia, New Media Institute (2004)
  • University of Georgia University-Wide Dissertation Completion Award (University-Level Award) (2004-2005)
  • Fellow at the 38th AMA Sheth Foundation Doctoral Consortium (Carlson School of Management, University of Minnesota) (2003)

Top