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Personal profile


Tribikram Budhathoki joined the Huddersfield Business School in July 2018 as a Lecturer in Marketing. Prior to this, Tribikram worked as a post-doctoral researcher at Oxford Brookes University. He completed his PhD at Loughborough University in 2015. His thesis examined the role of culture on own-label brands performance using quantitative methods. Tribikram obtained his MSc Marketing (with distinction) from the University of Hull.

Tribikram has previously taught undergraduate and postgraduate marketing courses at Oxford Brookes University and Loughborough University. Before embarking on his academic career, he worked several years in the British retail industry.


Research Expertise and Interests

  • Cross-Culture Studies
  • Private Label (Own-Label) Brands
  • Retail Marketing
  • International Marketing
  • Digital Orientation and SMEs

Research Degree Supervision

Postgraduate research opportunities with Dr Tribi Budhathoki



  • Private Label Brands Management (PhD Part Time 2019-20 entry)
  • Private Label Brands Management (PhD Full-Time 2019-20 entry)
  • Digitalisation of SMEs (PhD Part Time 2019-20 entry)
  • Digitalisation of SMEs (PhD Full Time 2019-20 entry)

External positions

External Examiner, Staffordshire University

8 Jan 20198 Jan 2022

Research Expertise and Interests

  • Private Label Brands
  • Brand Management
  • International Marketing
  • Digital Marketing
  • Culture
  • Retailing
  • SMEs Management

Fingerprint Dive into the research topics where Tribikram Budhathoki is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Private labels Business & Economics
Digital economy Business & Economics
Small and medium-sized enterprises Business & Economics
Digital technology Business & Economics
Brand image Business & Economics
Evaluation Business & Economics
Factors Business & Economics
Conceptualization Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2016 2019

1 Citation (Scopus)

Does non-profit brand image mean the same across cultures? An exploratory evaluation of non-profit brand image in three countries

Michaelidou, N., Micevski, Milena, M., Kadic-Maglajlic, S., Budhathoki, T. & Sarkar, S., 11 Nov 2019, In : International Marketing Review. 36, 6, p. 979-995 17 p.

Research output: Contribution to journalArticle

Open Access
Brand image
7 Citations (Scopus)

Conceptualising a digital orientation: antecedents of supporting SME performance in the digital economy

Quinton, S., Canhoto, A., Molinillo, S., Pera, R. & Budhathoki, T., 4 Jul 2018, In : Journal of Strategic Marketing. 26, 5, p. 427-439 13 p.

Research output: Contribution to journalArticle

Digital technology
Digital economy
Small and medium-sized enterprises
Marketing management
Marketing environment
1 Citation (Scopus)

Does culture impact private label performance?

Budhathoki, T., Schmitt, J. & Michaelidou, N., 12 Feb 2018, In : International Marketing Review. 35, 1, p. 93-112 20 p.

Research output: Contribution to journalArticle

Private labels
National cultures
Retail market

What makes a digital innovator?

Quinton, S., Canhoto, A. & Budhathoki, T., 2016, The Growing Business Handbook: Inspiration and advise from successful entrepreneurs and fast growing UK companies. Jolly, A. (ed.). 17 ed. Kogan Page Ltd, p. 27-32 6 p.

Research output: Chapter in Book/Report/Conference proceedingChapter

Activities 2012 2019

  • 5 Oral presentation

Does Cultural Differences in Uncertainty Avoidance Impact Private Label Brands Choice

Tribikram Budhathoki (Speaker)
5 Sep 2019

Activity: Talk or presentation typesOral presentation

Roles of capabilities and leader characteristics in SME digital innovation

Tribikram Budhathoki (Speaker), Rebecca Pera (Speaker), Sarah Quinton (Speaker), Sebastian Molinillo (Speaker)
Mar 2016

Activity: Talk or presentation typesOral presentation

The Digital Orientation of European SMEs: Initial Findings from an International Study

Tribikram Budhathoki (Speaker), Sarah Quinton (Speaker), Ana Canhoto (Speaker), Sebastian Molinillo (Speaker), Rebecca Pera (Speaker)
7 Jul 2015

Activity: Talk or presentation typesOral presentation

The Impact of Culture on Own-Label Brands Performance

Tribikram Budhathoki (Speaker), Julien Schmitt (Speaker), Nina Michaelidou (Speaker)
5 Jun 2014

Activity: Talk or presentation typesOral presentation

The Impact of Culture on Own-Label Brands Choice

Tribikram Budhathoki (Speaker)
2 Jul 2012

Activity: Talk or presentation typesOral presentation