Sunil Sahadev

Sunil Sahadev PhD

Professor of Marketing and Responsible Enterprise


Areas of Research interest: Managing boundary spanning elements, frontline employee management, digital transformation, sustainable marketing, pro-environmental behaviour.


Sunil Sahadev is a Professor in Marketing and Responsible Enterprise at Sheffield Hallam University. He has previously worked at the University of Brighton, Salford University, University of Sheffield and at the Indian Institute of Management Kozhikode. His area of research interest include managing boundary spanning elements, especially managing frontline employees in service organisations, sustainable marketing, digital marketing and innovation strategy. He has authored papers in highly reputed peer reviewed journals like the British Journal of Management, Journal of World Business, Journal of Travel Research, Journal of Business Research etc.


Department of Management

College of Business, Technology and Engineering

Subject area:

  • Strategic Management


Journal articles

Nagendra, S.M., Dey, D.K., Singh, P., & Sahadev, S. (2024). Measuring perceived social sustainability of brands – A scale development. Journal of Cleaner Production, 444.

Sahadev, S., Chang, K., Malhotra, N., Kim, J.-.H., Ahmed, T., & Kitchen, P. (2024). Psychological empowerment and creative performance: Mediating role of thriving and moderating role of competitive psychological climate. Journal of Business Research, 170.

Sharma, K., Trott, S., Sahadev, S., & Singh, R. (2023). Emotions and consumer behaviour: A review and research agenda. International Journal of Consumer Studies, 47 (6), 2396-2416.

Sahadev, S., Chung, S., Zaman, M., Handoko, I., Vo-Thanh, T., Phong Nguyen, N., & Kumra, R. (2023). Exploring the antecedents of “deep” eWOM providing behaviour in mobile shopping: a multi-country study. Information Technology & People.

S Kumar, D., Sahadev, S., & Purani, K. (2023). Visual aesthetic quotient: Establishing the effects of computational aesthetic measures for servicescape design. Journal of Service Research.

Sahadev, S., Seiler, A., & Scarf, P. (2023). The impact of review sentiments on occupancy: Evidence for signalling theory from peer-to-peer accommodation. Journal of Vacation Marketing.

Menon, B.G., Sahadev, S., Mahanty, A., Praveensal, C.J., & Asha, G. (2023). Trivariate causality between economic growth, energy consumption, and carbon emissions: empirical evidence from India. Energy Efficiency, 16 (5).

Singh, P., Sahadev, S., Wei, X., & Henninger, C.E. (2023). Modelling the antecedents of consumers' willingness to pay for eco‐labelled food products. International Journal of Consumer Studies.

Sahadev, S., Malhotra, N., Kannangara, L.N., & Ritchie, B.W. (2023). Disaster Planning Intentions of Tourism Accommodation Managers: Understanding the Influence of Past Disaster Experience and Disaster Management Training. Journal of Travel Research.

Malhotra, N., Sahadev, S., & Sharom, N.Q. (2022). Organisational justice, organisational identification and job involvement: the mediating role of psychological need satisfaction and the moderating role of person-organisation fit. The International Journal of Human Resource Management, 33 (8), 1526-1561.

Sahadev, S., Muralidharan, S., & Singh, P. (2022). Introduction to the special issue on marketing communications and sustainability. Journal of Marketing Communications, 28 (3), 227-231.

Khan, I.M., Sahadev, S., Rashid, T., & Banerjee, S. (2022). Social media and empowerment in hospitality and tourism decision-making: A study among UK Muslim women. International Journal of Hospitality Management, 101, 103125.

Malhotra, N., Sahadev, S., Leeflang, P.S.H., & Purani, K. (2021). New Insights into e-Loyalty of Internet Banking Users in an Emerging Market Context: A Multilevel Analysis. Information Systems Frontiers, 23 (6), 1521-1536.

Demirbag, M., Apaydin, M., & Sahadev, S. (2021). Micro-foundational dimensions of firm internationalisation as determinants of knowledge management strategy: A case for global strategic partnerships. Technological Forecasting and Social Change, 165, 120538.

Singh, P., Sahadev, S., Oates, C.J., & Alevizou, P. (2020). Pro-environmental behavior in families: A reverse socialization perspective. Journal of Business Research, 115, 110-121.

Sahadev, S., Malhotra, N., & Mukherjee, A.A. (2020). Segmenting Excessive Alcohol Consumers: Implications for Social Marketing. IIM Kozhikode Society & Management Review, 9 (2), 213-225.

Bhatnagar, V., Majhi, R., & Sahadev, S. (2020). Predicting numbers of successful new products to launch using soft computing techniques: A case of firms from manufacturing sector industries. Journal of King Saud University - Computer and Information Sciences, 32 (2), 254-265.

Tatoglu, E., Frynas, J.G., Bayraktar, E., Demirbag, M., Sahadev, S., Doh, J., & Koh, S.C.L. (2020). Why do Emerging Market Firms Engage in Voluntary Environmental Management Practices? A Strategic Choice Perspective. British Journal of Management, 31 (1), 80-100.

Purani, K., Kumar, D.S., & Sahadev, S. (2019). e-Loyalty among millennials: Personal characteristics and social influences. Journal of Retailing and Consumer Services, 48, 215-223.

Tatoglu, E., Sahadev, S., & Demirbag, M. (2018). Brand management practices in emerging country firms – exploring the patterns of variation and its impact on firm performance. Journal of East European Management Studies, 23 (3), 447-473.

Menon, B.G., Kumar Ghatak, S., Mahanty, B., & Sahadev, S. (2018). Modeling Doctoral Population Growth in Premier Technology Institutions in India. Systems Research and Behavioral Science, 35 (6), 738-745.

Topuz, Y.V., Yazdifar, H., & Sahadev, S. (2018). The relation between the producer and consumer price indices: a two-country study. Journal of Revenue and Pricing Management, 17 (3), 122-130.

Wang, W., He, H., Sahadev, S., & Song, W. (2018). U.K. consumers' perceived risk of buying products from emerging economies: A moderated mediation model. Journal of Consumer Behaviour, 17 (3), 326-339.

Paul, J., & Sahadev, S. (2018). Service failure and problems: Internal marketing solutions for facing the future. Journal of Retailing and Consumer Services, 40, 304-311.

Kumar, D.S., Purani, K., & Sahadev, S. (2017). Visual service scape aesthetics and consumer response: a holistic model. Journal of Services Marketing, 31 (6), 556-573.

Varghese, J., Edward, M., & Sahadev, S. (2017). A multipath model of salesperson performance in the financial services industry. South Asian Journal of Business Studies, 6 (3), 195-213.

Gomes, E., Mellahi, K., Sahadev, S., & Harvey, A. (2017). Perceptions of justice and organisational commitment in international mergers and acquisitions. International Marketing Review, 34 (5), 582-605.

Malhotra, N., Sahadev, S., & Purani, K. (2017). Psychological contract violation and customer intention to reuse online retailers: Exploring mediating and moderating mechanisms. Journal of Business Research, 75, 17-28.

Sahadev, S., Purani, K., & Kumar Panda, T. (2017). Service employee adaptiveness. Employee Relations, 39 (1), 54-78.

Gomes, E., Sahadev, S., Glaister, A.J., & Demirbag, M. (2015). A comparison of international HRM practices by Indian and European MNEs: evidence from Africa. The International Journal of Human Resource Management, 26 (21), 2676-2700.

Sahadev, S., & Hoontrakul, P. (2015). Developing ASEAN India partnership for fostering technology development. Journal of Indian Business Research, 7 (2), 205-218.

Tatoglu, E., Bayraktar, E., Sahadev, S., Demirbag, M., & Glaister, K.W. (2014). Determinants of voluntary environmental management practices by MNE subsidiaries. Journal of World Business, 49 (4), 536-548.

Glaister, A.J., Liu, Y., Sahadev, S., & Gomes, E. (2014). Externalizing, Internalizing and Fostering Commitment: The Case of Born-Global Firms in Emerging Economies. Management International Review, 54 (4), 473-496.

Sahadev, S., Seshanna, S., & Purani, K. (2014). Effects of competitive psychological climate, work-family conflict and role conflict on customer orientation. Journal of Indian Business Research, 6 (1), 70-84.

Demirbag, M., Sahadev, S., Kaynak, E., & Akgul, A. (2012). Modeling quality commitment in service organizations: an empirical study. European Journal of Marketing, 46 (6), 790-810.

Demirbag, M., Mellahi, K., Sahadev, S., & Elliston, J. (2012). Employee service abandonment in offshore operations: A case study of a US multinational in India. Journal of World Business, 47 (2), 178-185.

Sahadev, S., & Demirbag, M. (2011). Exploring variations in employment practices in the emerging economies of Europe: assessing the impact of foreign ownership and European integration. Human Resource Management Journal, 21 (4), 395-414.

Edward, M., & Sahadev, S. (2011). Role of switching costs in the service quality, perceived value, customer satisfaction and customer retention linkage. Asia Pacific Journal of Marketing and Logistics, 23 (3), 327-345.

Tsamenyi, M., Sahadev, S., & Qiao, Z.S. (2011). The relationship between business strategy, management control systems and performance: Evidence from China. Advances in Accounting, 27 (1), 193-203.

Demirbag, M., Sahadev, S., & Mellahi, K. (2010). Country image and consumer preference for emerging economy products: the moderating role of consumer materialism. International Marketing Review, 27 (2), 141-163.

Sahadev, S., & Demirbag, M. (2010). A comparative analysis of employment practices among post‐communist and capitalist countries in South Eastern Europe. Employee Relations, 32 (3), 248-261.

Vinod, V., Dhanalakshmi, J., & Sahadev, S. (2009). Software team skills on software product quality. Asian Journal of Information Technology, 8 (1), 8-13.

Sahadev, S., & Purani, K. (2008). Modelling the consequences of e‐service quality. Marketing Intelligence & Planning, 26 (6), 605-620.

Purani, K., & Sahadev, S. (2008). The moderating role of industrial experience in the job satisfaction, intention to leave relationship: an empirical study among salesmen in India. Journal of Business & Industrial Marketing, 23 (7), 475-485.

Demirbag, M., & Sahadev, S. (2008). Exploring the antecedents of quality commitment among employees: an empirical study. International Journal of Quality & Reliability Management, 25 (5), 494-507.

Sahadev, S. (2008). Economic satisfaction and relationship commitment in channels. European Journal of Marketing, 42 (1/2), 178-195.

Hoontrakul, P., & Sahadev, S. (2008). Application of data mining techniques in the on‐line travel industry. Marketing Intelligence & Planning, 26 (1), 60-76.

Hoontrakul, P., & Sahadev, S. (2006). International Journal of E-Business Research, 2 (4), 94-114.

Sahadev, S., & Islam, N. (2005). Why hotels adopt ICTs: a study on the ICT adoption propensity of hotels in Thailand. International Journal of Contemporary Hospitality Management, 17 (5), 391-401.

Sahadev, S. (2005). Exploring the role of expert power in channel management: An empirical study. Industrial Marketing Management, 34 (5), 487-494.

Sahadev, S., & Jayachandran, S. (2004). Managing the distribution channels for high‐technology products. European Journal of Marketing, 38 (1/2), 121-149.

Conference papers

Darabi, M., Reeves, P., & Sahadev, S. (2016). Antecedents of Attitude Toward SMS Advertising in the UK. In Rediscovering the Essentiality of Marketing, (pp. 13). Springer International Publishing:

Book chapters

Khudaykulova, M., Sahadev, S., & Veettil, N.M.K. (2019). Destination Image Change in Tourist Subgroups: Evidence from Uzbekistan: An Abstract. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. (pp. 351-352). Springer International Publishing:

Sahadev, S. (2019). Managing marketing channels for high-technology products: A behaviour-based approach. In Researching Marketing Decisions: The Indian Context. (pp. 68-90).

Purani, K., & Sahadev, S. (2015). Generating Trust in E-Services through Service Quality: The Moderating Role of Technology Readiness. In Marketing in Transition: Scarcity, Globalism, & Sustainability. (pp. 448). Springer International Publishing:

Sahadev, S., Purani, K., & Malhotra, N. (2015). Managing Boundary Spanning Elements: An Introduction. In Boundary Spanning Elements and the Marketing Function in Organizations. (pp. 1-8). Springer International Publishing:

Sahadev, S., Purani, K., & Nair, S.K. (2015). The Mediating Role of Role Stress in the Relationship Between Goal Orientation and Job Satisfaction Among Salespersons: An Empirical Study. In Boundary Spanning Elements and the Marketing Function in Organizations. (pp. 81-97). Springer International Publishing:

Purani, K., & Sahadev, S. (2013). Exploring the Role of Technology Readiness in Developing Trust and Loyalty for E-Services. In E-Marketing in Developed and Developing Countries. (pp. 291-303). IGI Global:

(n.d.). eTourism case studies. Routledge:


Sahadev, S., Purani, K., & Malhotra, N. (Eds.). (2015). Boundary Spanning Elements and the Marketing Function in Organizations. Springer International Publishing.

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