Soniya Billore

Soniya Billore

Associate professor
Department of Marketing and Tourism Studies School of Business and Economics
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Current position: Associate Professor (Docent), Department of Marketing, School of Business and Economics

1. Program Head - Masters program in Innovation through Business, Engineering, and Design. See

2. Coordinator Marketing Specialisation Track, Civilekonomprogrammet Board

3. Member Internationalisation Committee, Linnaeus University

4. Founder member 'LNU India group'

Soniya is the receipient of the prestigious STINT fellowship as a teaching fellow at the W.P Carey School of Business, Arizona State University, US in 2019 where she taught in Fall 2019. She has been invited as a visiting faculty at various Universities in Europe, India and Japan. In recent years, she has also been a project leader in various projects related to research and teaching. She has managed the Linnaeus Palme Student and Teacher exchange between Sweden and India since 2014. In 2019 she was part of the highly competitive EU-UIA grants project titled DIACCESS to work on the topic of Smart cities and Digital acceleartion. In 2021 Soniya coordinated two MIRAI grant based research projects with Japanese universities since 2021. In 2022 she was a member of two E-Uniwell projects that facilitated research between European universities on topics of strategic importance for European policy making. From 2022 she has started working on a Sweden funded FORMAS project on the topic of sustainable consumption of natural resources.

Ph.D.: Doctoral degree in Marketing Management, 2011, Graduate School of Media and Governance, Keio University, Japan (Monbukagakusho Scholar, Government of Japan). Thesis: 'Understanding Corporate Branding of Retail Banks with Reference to Management Projections and Customer Perceptions in Japan and India'

Previous employment: Faculty (Marketing) at Temple University - Japan campus, Tokyo, Japan.Tenure: July 2005 – October 2010

Research area 1: Consumer behavior

Billore, S., Anisimova, T., & Vrontis, D. (2023). Self-regulation and goal-directed behavior: A systematic literature review, public policy recommendations, and research agenda. Journal of Business Research, 156, 113435.

Billore, S. and Anisimova, T. (2021). Panic Buying Research: A systematic literature review and future research agenda. International Journal of Consumer Studies, 00:1–28. 

Billore, S.Kobayashi, T. and Wang, O. (2021), "Consumer attitudes towards leftover food takeout interventions: a case study of the doggy bag in Japan", British Food Journal, Vol. 123 No. 9, pp. 3228-3244. 

Billore, S. and Billore, G. (2020). Consumption switch at haste: insights from Indian low-income customers for adopting Fintech services due to the pandemic. Transnational Marketing Journal8(2), 197–218. 

Billore, S. and Billore, G. (2020), Internationalization of SMEs and market orientation: A study of customer knowledge, networks, and cultural knowledge, European Business Review, 32 (1), 69-85. 

Rosen, C. and Billore, S. (2020). Consumption of digital education-A cross-cultural study of students attitudes towards digital tools for language learning’, HumaNetten, 45 

Sattari, S. and Billore, S. (2020), Bring it on Covid-19: being an older person in developing countries during a pandemic, Working with Older People, 24(4), pp. 281-291. 

Billore, S. & Rosen, C. (2017). A cross-cultural study of attitudes to digital tools among students and teachers in the European language classroom. Extended Papers of the International Symposium on Digital Humanities (DH 2016): Växjö, Sweden, November 7-8, 2016 / [ed] Koraljka Golub & Marcelo Milrad,, 2017, Vol. 2021, p. 10-28

Billore, S., & Billore, G. (2015). Innovation in the Indian Banking Industry: An Exploration of the Evolution. Handbook of Research on Internationalization of Entrepreneurial Innovation in the Global Economy, 158. Ed. Luisa Cagica Carvalho, March 2015, pgs.547, ISBN13: 9781466682160

Billore, S., Billore, G., & Yamaji, K. (2013). The Online Corporate Branding of Banks-A Comparative Content Analysis of Indian and Japanese Banks. Journal of American Business Review, Cambridge, 1, 90-96.

Billore, S. (2012), 'Doing Business in India Inc'. Translated into Spanish as 'Hacer Negocios en India Inc.,' Comercio Global, INCAE Business Review, Volume 2, pp. 2-9, January – April 2012, INCAE Business School, Costa Rica. 

Billore, S. (2011). Female immigrant entrepreneurship: Exploring international entrepreneurship through the status of Indian women entrepreneurs in Japan.International Journal of Gender and Entrepreneurship3(1), 38-55. 

Billore,S., Norashfah Hanim Yaakop Yahaya Al-haj and Daphne Halkias (2010), Female immigrant entrepreneurship: A developing sector in Japan's entrepreneurial economy', Journal of Developmental Entrepreneurship (JDE), Vol.15, No.2, June 2010. Whitman School of Management, Syracuse University. 

Billore, S. & Kuwahara, T. (2010), Corporate Branding in Financial Services- management and customer perceptions for retail banks in India, Keio SFC Journal, 10 (1).

Research area 2: Cultural consumption and consumer practices

Billore, S.(2022), ‘Digital museums anyone? Consumer perceptions for digital cultural consumption in a developing country. In print in the International Journal of Management Practice (IJMP), Special issue ‘Digital Markets and Consumers’ . 

Billore, S. (2021). Cultural Consumption and Citizen Engagement—Strategies for Built Heritage Conservation and Sustainable Development. A Case Study of Indore City, India, 13(5), 2878. Special issue- The fourth pillar: Culture in Sustainability

Billore, S., & Maruyama, Y. (2021). Cultural Consumption through Innovative Experiential Marketing: Insights from Japanese Resorts during the COVID-19 Pandemic. In Virus Outbreaks and Tourism Mobility. Emerald Publishing Limited.

Billore, S. and Hägerdal, H. (2019), The Indian Patola: import and consumerism in early-modern Indonesia, Journal of Historical Research in Marketing,11(3),271-294. Special Issue: Historical Perspectives on Non-western Markets and Consumer Cultures, 

Billore, S. (2018). Enriching Cultural Experiences from Rural Tourism: Case Studies from Japan. In Camilleri, M. A. (Ed.), Tourism Planning and Destination Marketing (pp. 141-160). Bingley: Emerald Publishing. 

Myrvold, K. & Billore, S. (2017). Introduction India: Research on Cultural Encounters and Representations at Linnaeus University. Gothenburg, Makadam Publisher.

Billore, S, & Sharma, P. (2017). Social Marketing and Change: The role of Self Help groups, their efforts, and possibilities for the empowerment of rural women in Madhya Pradesh. India: Research on Cultural Encounters and Representations at Linnaeus University. Gothenburg, Makadam Publishers

Research area 3: Higher education and pedagogical research

Billore, S.(2021). The Sandwich model workshop - an innovative integrated teaching approach for theory and practice-based knowledge in marketing. Marketing Education Review, 1-12. 

Billore, S., Sattari, S. (2015), Opportunities for double degree programs in management: an investigation of Indian and Swedish universities, 2015 Lärarlärdom - Conference on higher education at Linnaeus University

Billore,S. (2014), Management Education in Sweden, 53rd Nationwide Conference of the Japan Association for Management Systems (JAMS), 2014, at the Aichi Institute of Technology, Nagoya, Japan.



Innovation, Consumer Behaviour, Culture, and consumption, Innovation studies and Business, International marketing


2019- 2023 - EU funds Projekt: Digital acceleration for medium size sustainable cities (DIACCESS) at Funds : 4.5 million Euros

2015-2022 - SIDA funds - Linnaeus Palme teacher and student exchange project with IMED, India.

2021: E-Uniwell consortium funds for research -  Civic leadership and the entrepreneurial society - embedding innovative and cultural civic leadership.

2021: E-Uniwell consortium funds for research - Mental health symposium: exploring and enhancing mental health initiatives and resources

2020: Växjö kommun research grants – ‘The Glass project’.  Prof. Helena Forslund, Soniya Billore & Fredrik Lindblad, Näringslivschef, Växjö kommun. Granted funds: 445,000 SEK.

2018: Cultural encounters

2017: Lars Hiertas Minnes research funding, for study of ‘International business and SMEs from Sweden in Japan’.

2017: Samhällelig Drivkraft (Interdisciplinary research) funding, 2016-2017, for research on ‘Digital tools in learning, a comparative study between Sweden and Germany’.

2016: Samhällelig Drivkraft (Interdisciplinary research) funding, 2016-2017, for research on ‘Diabetes among children and health aids on mobile technology, a comparative study between Sweden and India’.

2015- 2017: The Swiss Programme for Erasmus+ for higher education - Swiss-European Mobility program (SEMP).

2018: Erasmus+ grants for Internationalisation and Capacity building application with the Indian Institute of Management, Kashipur, India






2019: STINT teaching and research sabbatical grants at Arizona State University (ASU), 2019 for teaching at the W.P.Carey School of Business, ASU Tempe campus, Phoenix. Funded by the Swedish Foundation for International Cooperation in Research and Higher Education.

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