Professor Amitava Chattopadhyay is an expert on branding and innovation. Currently, he is researching how business models of social innovation and customer-driven digital transformation create value for organisations, their customers, and partners. He has published a book, 70-plus scholarly articles, and 30-plus case studies, with his publications receiving several prestigious awards. Professor Chattopadhyay has worked as an advisor on marketing and branding challenges at major multinationals. He has advised tech start-ups on strategy, marketing, and branding. He has designed and taught programmes for senior and middle-management at some of the largest multinationals, with delivery across five continents.