Abhishek Borah

Abhishek Borah is an Associate Professor at INSEAD, France. In the past, he has been an assistant professor at the Foster School of Business, University of Washington, Seattle and a visiting assistant professor at the Wharton School of Business, University of Pennsylvania, Philadelphia. Prior to academia, he worked for McKinsey & Company in India. Abhishek was raised in Nagaland and studied in Dimapur, Shillong, Delhi, and Los Angeles. He is the winner of the Varadarajan award for early career contributions to Marketing Strategy and a Marketing Science Institute (MSI) young scholar. He has published many articles in top-tier journals and has been cited in publications like Harvard Business Review, Fast Company, Nature, Ad Age and Forbes. He lives in Paris, France. This is his first book.