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Buddhi Pathak


Accepting PhD Students


Research output per year

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Personal profile


Buddhi joined the Faculty of Business and Law in March 2019 with extensive experience in teaching and research. Previously he held academic appointments at Henley Business School, University of Reading and the University of Wales Trinity Saint David. He holds qualifications in Management: a doctorate degree (PhD) and Master of Science (MSc with a Distinction pass) both from Henley Business School, University of Reading and first degree; BA in Business Management (Hons) from the University of Wales Trinity Saint David, UK. In addition to his regular academic jobs, he has worked in an IT firm for over 4 years in the UK. Buddhi has also envisaged a drive towards entrepreneurship, through co-founding start-ups in the area of fast food and charity.

Teaching Interests

  • Strategy, Technology and Innovation
  • Qualitative Research Methods
  • MSc dissertation/ MBA Project Supervision


Accepting PhD Students

Research Interests


  • Service Dominant Logic: Value Co-creation, Value Co-destruction, Technology and Service Innovation, Business Model Innovation. 
  • Transaction Cost Economies in Digital World: economic opportunism vs bounded rationality 
  • Social Impact of Emerging Technology, e.g. mass adoption of AI, autonomous vehicle, and Blockchain.
  • The use of Technology across Culture 


Recent Publication 

  • Pathak, B., Ashok, M. and Tan, Y. (2020). Value co-destruction: Exploring the role of actors’ opportunism in the B2B context. International Journal of Information Management
  • Pathak, B., Caglar, D., Kuyrukcu, A., Dzandu, M. D. (2019). An examination of challenges in commercialising technologies in emerging market; lessons from Ankara entrepreneurial ecosystem. 17th Interdisciplinary European Conference on Entrepreneurial Research, 16-18 Oct 2019, Utrecht, Netherlands.

Under review: 

  • Pathak, B. (XXX). Towards the acceptance of autonomous vehicles in the UK: The role of government and car manufacturer.  (With Dzandu, M. D., Gulliver, S. Mihov, B. L.) submitted to AI for Good 2020 ITU conference. Geneva, Switzerland.


  • Pathak, B. (XXX). Stimulus-Organism-Response Model for Understanding Autonomous Vehicle Adoption in the UK. (With Dzandu, M. D., Gulliver, S.) submitted to British Academy of Management 2020 conference. Manchester, UK.


Research Project

Country Co-investigator (CCI)  for the “GLOBE 2020 Project”

July 2019- December 2020

GLOBE 2020 is the next phase of The Global Leadership and Organizational Behavior Effectiveness (GLOBE) Project, focused on understanding the drivers of culture change and trust building across the world.  The project will build on the past two decades of findings on societal culture by conducting surveys among 300-500 mid-level managers in over 100 countries. As a CCI, I play a significant role in the conduct of the on-site research activities in Nepal and incorporate that with the results of other countries.

Expected to publish the following papers from the project

  • Pathak, B. (XXX). A critical analysis of the role of leadership in changing landscape of Collectivist culture. Target Journal: Culture and Organization. 
  • Pathak, B. (XXX). Nepali organisational leadership: Lessons from the GLOBE study. Target Journal: South Asian Journal of Human Resources Management.



Working Preparation Papers

  • User acceptance and societal impact of autonomous vehicles: factors and implications. (With Dzandu, M. D., Gulliver, S. Mihov, B. L.). Target Journal: Transportation Science
  • An investigation into factors affecting value co-creation between businesses (With Tan, Y., Ashok, M.) Target Journal: Journal of Interactive Marketing.
  • How SMEs co-create value: An investigation of firm’s perspective on co-creating value with the customer. Target conference: European Conference on Information Systems.

Education/Academic qualification

PhD, Henley Business School, University of Reading

Master, Henley Business School, University of Reading

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Research Output

  • 1 Conference Contribution
  • 1 Article

Value co-destruction: Exploring the role of actors’ opportunism in the B2B context

Pathak, B., Ashok, M. & Tan, Y. L., 1 Jun 2020, In : International Journal of Information Management. 52, 102093, p. 1-13 13 p.

Research output: Contribution to JournalArticle

  • Service Innovation in Business Ecosystem: The Role of Enablers and Formation Cycle

    Pathak, B., 4 Aug 2016, Socially Aware Organisations and Technologies. Impact and Challenges: 17th IFIP WG 8.1 International Conference on Informatics and Semiotics in Organisations, ICISO 2016, Campinas, Brazil, August 1-3, 2016, Proceedings. Baranauskas, M. C. C., Liu, K., Sun, L., de Almeida Neris, V. P., Bonacin, R. & Nakata, K. (eds.). 1 ed. Springer International Publishing, p. 73-78 6 p. (IFIP Advances in Information and Communication Technology; vol. 477).

    Research output: Contribution to Book/ReportConference Contribution