Subroto Roy, a professor of marketing at the Pompea College of Business at the University of New Haven, Connecticut, received a Best in Track Paper Award from the American Marketing Association at its 2026 Summer Academic Conference.
The award recognized Roy’s paper, “Beyond the Polanyi Paradox in B2B Marketing: Leveraging AI to Extract Tacit User Knowledge in Product-Led Growth.”
His research examines how artificial intelligence systems process unstructured workspace actions to identify unarticulated customer preferences, allowing business-to-business firms to streamline market outreach and value delivery.
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Roy emphasized that the research directly influences business education, as routine marketing tasks like drafting sequences and list building undergo automation, entry-level marketing careers increasingly require analytical reasoning, question design, and ethical judgment.
“The graduates who thrive in the AI age will be the ones who can direct AI rather than compete with it,” Roy stated, noting that incorporating current research into university coursework helps prepare students for emerging workforce demands.
Roy completed his undergraduate education in India, earning a Master of Science degree from the Birla Institute of Technology and Science in 1980. He later received a postgraduate diploma in rural management from the Institute of Rural Management Anand in 1982. He also earned a doctorate in marketing from the University of Western Sydney in Australia in 2002.
Before entering academia, Roy worked in India’s commercial sector from 1982 to 1995 as the head of marketing and sales for HPCL, a joint venture between Sweden’s Tetra Pak and India’s National Dairy Development Board. In that role, he was part of the leadership team that introduced aseptic packaging to the Indian market through products such as Amul and Frooti.
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Since joining the University of New Haven in 2001, Roy has served as chair of the Department of Accounting, Finance, and Marketing and as co-editor of the American Business Review. He previously served as a visiting lecturer at Texas Christian University and as a visiting scholar at the Yale School of Management.
Throughout his academic career, Roy has published extensively in peer-reviewed publications, including the Journal of the Academy of Marketing Science, the Journal of Product Innovation Management, Marketing Science, and Industrial Marketing Management.
In addition to serving as co-editor of the American Business Review, he holds positions on the editorial review boards of the Journal of the Academy of Marketing Science and the Journal of Supply Chain Management.