Indore : The three-day summer marketing conference held at IIM Indore from July 27 in association with North American Society for Marketing Education in India (NASMEI) concluded on Saturday.
The conference witnessed more than 300 paper presentations, various keynote addresses and workshops by experts from marketing field.
Major attraction of the second day of the event was paper presentation by field experts followed by award ceremony, where in scholars and academics were awarded based on their arguments presented in the paper. The third day witnessed technical sessions, featuring numerous keynote addresses.
The session began with a paper on ‘Marketing Discipline at Cross Roads: Challenge and Prospects’presented by professor Prashant Mishra from IIM Calcutta. The paper argued that “There is a need to critically review the academic marketing practices in India, which should have a practical relevance.”
“The domain of academic marketing is shrinking due to other fields now overlapping the subject. A good number of marketing problems are now well explained in strategy, operations management, and finance as well and we need to improve understanding of our environment, and interdependency among various other domains to counter these challenges,” professor Mishra said.
The talk was followed by a presentation by professor Rajeev Kumra from IIM Lucknow, which revolved around the topic—‘Bottom of Pyramid: Setting a Research Agenda’.
Regional manager at Dell EMC, Atul Bengeri in his address on ‘Creating Citizen Value’ spoke about various means that are making citizens more tech-savvy and also emphasised on the need of smart citizens for smart cities.
Professor Ramendra Singh from IIM Calcutta discussed ‘Customer Value at the Bottom of Pyramid’.
The concluding talks were by AVP (marketing) of The Kraft Heinz Company, Shweta Shrivastava, who spoke on ‘Creating Customer Value’ and director (innovation practice) of Nielsen, Abhishek Verma, who deliberated on ‘Measuring Customer Value through Research’.
The valedictory session took place in the evening where participants shared their experience during the conference. The session had professor Sharad Sarin from XLRI Jamshedpur and professor Ashutosh Dixit from Cleveland State University, USA as the guests.
BEST PAPER AWARDS
‘User’s information privacy concerns and privacy protection behaviours in social networks: Evidence from India’ by Kishalay Adhikari and Rajeev Kumar Panda (Rs 25,000)
- ‘Does counterfeiting overrule the marketplace?—Consumption practices and social consequences: Exclusion and inclusion’ by Ajitha Soundararaj and Vj Sivakumar (Awarded Rs 25,000)
- ‘Retail therapy shoppers Segments: Exploring the differences in personality, shopping orientation and impulse buying tendency’ by Jasveen Kaur and Chandandeep Kaur (Awarded Rs 15,000)
- ‘Technology readiness towards banking self service technologies in India’ by Aditi Naidu and Romi Sainy (Awarded Rs 10,000)
n Teaching with Cases award given to Varsha Jain and Brijesh S, with Rs 7,000 prize money each
n Best Proposal award to Ranjitha GP from IIM Kozhikode, with Rs 15,000 prize money
n Two awards under ‘Research Perspective’ category to C Senthil Nathan from SRM University and Rohit Vishal Kumar from IMI Bhubaneshwar, with Rs 5,000 prize money each