International Activities
Dr. Adidam has engaged in international activities as a board member at the International
Management Research Academy, UK (January 2012 to date). He has also served as a faculty
advisor for the Executive MBA program’s business plan projects in UK, Germany, France
(2012); Australia (2011); Spain, France, Netherlands, UK, and Germany (2010); Saudi
Arabia (2009); South Africa (2008); Spain (2007); Hong Kong (2005); France (2002 and
2003); Northern Ireland and United Kingdom (2000); and Lithuania (1998).
Dr. Adidam’s interest in international business has motivated him to conduct further
research that would develop the perspective of understanding international business and
marketing. Some of his research projects in international business are:
Adidam, Phani T. (2006), "Human Capital, Educational Level, and Income: A Case
Study in Latin America,” International Third World Studies Journal and Review, 17,
19-22.
Adidam, Phani T. (2007), “Color Preference Patterns Among Global Consumers,”
Journal of Business and Policy Research, 3, 1, 86-95.
Adidam, Phani T. (2008), “Banking Industry in Spain: Market Trends in
Securitization of Loan Portfolios,” Journal of American Academy of Business,
Cambridge, 12, 2, 15-21.
Shukla, Paurav, Phani Tej Adidam, David Blair and Madhumita Banerjee (2008),
“Gubernija Brewery: Emerging within emerging markets,” Handbook of Management
Cases, Sahay, B.S., Stough, R. and Sardana, G., Eds. New Delhi: Allied Publishers.
Adidam, Phani T., Sampada Gajre, and Shubhra Kejriwal (2009), “Cross-cultural
Competitive Intelligence Strategies,” Marketing Intelligence and Planning, 27, 5, 666680.
Banerjee, Madhumita., Shukla, Paurav, Adidam, Phani T. and Blair, David (2010), Gubernija
Brewery: Opportunities for International Alliances and Market Expansion, in Global
Marketing Handbook: A Decision Oriented Approach (With a Special Indian Focus),
Hollensen, S. and Banerjee, M. (eds.), New Delhi: Pearson, 416-420.
Adidam, Phani T., Madhumita Banerjee, and Paurav Shukla (2012), “Competitive
Intelligence and Firm’s Performance in Emerging Markets: An Exploratory Study in
India” Journal of Business and Industrial Marketing, 27, 3, 242-54.
Jafar, Amir, Phani T. Adidam, and Musunuri V. R. Prasad (2012), “Celebrity
Endorsements vis-à-vis Brand Equity of High Fashion Products: A Cross Cultural
Perspective” Journal of Innovative Marketing, 7, 4, 72-80
International Publications
Professor Adidam's research interests include marketing strategy, decision confidence,
competitive intelligence, customer relationship management (CRM), demographics of health
insurance economics, and sales management. His work is published in the Journal of Marketing,
Journal of Marketing Management, Journal of Marketing Theory and Practice, Journal of
Business and Industrial Marketing, Marketing Intelligence and Planning, Journal of Business
and Policy Research, Population Research and Policy Review, Journal of Social Sciences,
Journal of Applied Business Research, Journal of College Teaching and Research, Journal of
Healthcare of the Poor and Underserved, and the Journal of Immigrant Health. His work was
awarded the Journal of Marketing's Marketing Science Institute/H. Paul Root Award for ''...most
significant contribution to the advancement of the practice of marketing'' for 1999.
Dr. Adidam has also been awarded UNO's College of Business Administration Dean's Citation
for Excellence in Research in 2000 and successfully competed for a University of Nebraska
Summer Research Award in 1997. In 2006, he received the best paper award at the Third
International Business Research conference in Melbourne, Australia. He is a member of the
Strategic Planning Institute's Council on Market Strategy in Cambridge, MA, Society of
Competitive Intelligence Professionals, American Marketing Association, and Academy of
Marketing Science. Besides engaging in international teaching Dr. Adidam has also conducted
research with international colleagues. After successfully conducting international research the
results were published in various academic journals. Some of Dr. Adidam’s research is presented
below.
Shukla, Paurav, Phani Tej Adidam, David Blair and Madhumita Banerjee (2008), “Gubernija
Brewery: Emerging within emerging markets,” Handbook of Management Cases, Sahay, B.S.,
Stough, R. and Sardana, G., Eds. New Delhi: Allied Publishers.
Banerjee, Madhumita., Shukla, Paurav, Adidam, Phani T. and Blair, David (2010), Gubernija Brewery:
Opportunities for International Alliances and Market Expansion, in Global Marketing Handbook: A
Decision Oriented Approach (With a Special Indian Focus), Hollensen, S. and Banerjee, M. (eds.), New
Delhi: Pearson, 416-420.
Adidam, Phani T. and Amir Jafar (2011), “A Study on the Linkage of the Components of Brand
Management vis-à-vis Brand Equity” Journal of Social Sciences, 36, 2, 1-10.
Adidam, Phani T., Madhumita Banerjee, and Paurav Shukla (2012), “Competitive Intelligence
and Firm’s Performance in Emerging Markets: An Exploratory Study in India” Journal of
Business and Industrial Marketing, 27, 3, 242-54.
Jafar, Amir, Phani T. Adidam, and Musunuri V. R. Prasad (2012), “Celebrity Endorsements visà-vis Brand Equity of High Fashion Products: A Cross Cultural Perspective” Journal of
Innovative Marketing, 7, 4, 72-80.