6th Great Lakes NASMEI International Marketing Conference


Great Lakes Institute of Management hosted the 6th International Marketing Conference of the North American Society for Marketing Education in India-NASMEI under the aegis of Kotler- Srinivasan Center for Research in Marketing (KSCRM). The Great Lakes-NASMEI Conference is among the finest International conferences in the Marketing area in India. During the past four years we have had presentations by professors and doctoral students from leading schools in U.S.A., India, Australia, New Zealand, Singapore, and Hong Kong.

The Chief Guest for the inauguration was Dr. Pradeep K. Chintagunta, Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing , The University of Chicago Booth School of Business, USA accompanied by Prof V. "Seenu" Srinivasan, Adams Distinguished Professor of Management Emeritus, Graduate School of Business, Stanford University.

The Conference Co-Chairs were Prof S. Bharadhwaj, Dr Bala V and Vasantha Balachandran Professor of Marketing, Great Lakes Institute of Management and Prof Tapan Panda, Professor of Marketing and Director, Kotler- Srinivasan Center for Research in Marketing, Great Lakes Institute of Management.

Dr. Bala V Balachandran in his enthralling speech emphasized on the importance of marketing and research bring the prime reason for setting up KSCRM. He spoke about his firm belief in the field of research and to further epitomise he announced the intent of the college to begin a Doctorate program and an International program on Marketing and Sales keeping special emphasis on Sales and retail management. He also spoke about the launch of a research journal by the college in line with the college`s efforts to deliver and encourage research.

The key address by the Chief Guest Professor Pradeep K. Chintagunta was based on his empirical research experience on the theme of "Whisper or Shout? Either way, let the data speak". In his address Prof Pradeep elaborated on how researchers must focus on what the data tell them about the question. He illustrated by considering three research papers and eloquently described how data must be motivating the research questions.

The rest of the event consisted of several sessions each divided in parallel tracks of 14 areas of interest with close to 37 papers in total. Each of the tracks was headed by a chair person and the topics ranged from, IMC, Social & Healthcare, Retailing, Culture, Green Marketing, Marketing & Films, Employer Branding, Tech Marketing, Conjoint Analysis, Internet Marketing and International Marketing among others. The conference shall close with around 50 papers presented by researcher from around the globe in a span of 2 days. The Authors of different papers presented at the conference were from different parts of the world and represented institutions such as IIM-Ahmedabad, IIM Banglore, ISB Hyderabad, IIFT ,IIM Kozhikode ,Edwin L.Cox School of Business, USA , The University of Memphis, USA , Wayne State University, USA , Univ of Illinois Urbana Champaign, McMaster University, Canada , VIT Business School, Vellore , ICFAI Business School, Hyderabad, University of Kentucky , Georgia Institute of Technology , Emory University, Texas Tech University, University of South Florida, University of Maryland, UCLA Anderson School of Management, Los Angeles , University of California McGill University, Canada, Arizona State University, University of Toledo, USA, University of Lausanne, University of California, Fudan University , to XLRI, Jamshedpur among others.

The event concluded with delegates being taken on a trip around the historic city of Mahabalipuram.


Student Achievements

Abhash Nigam, Sathya Udayakumar, Shreya Sharma

3rd position in Circus Maximus event held by the Marketing Association at XLRI (MAXI)
during Ensemble 2012 at XLRI, Jamshedpur


Nandita Krishnan, Harish Vijayarangan

Third place, Quest, live case study competition, NMIMS


Arnav Talwar, Himanshu Varandani

Third place, Abhyutthan, Marketing competition, IIT Bombay


Kriti Dua and Sankalp Parihar

Article published as ‘Article of the Issue’ in Septmeber-October 2012 issue of TogetHR,
Magazine by IIM-Shillong


Binoy Varghese, Vishal Kumar Sinha

Article published on Will FDI Really Support Indian Economy, Reflexionar Management
Magazine, BITS Pilani


Gaurav Bhatia and Deepak Sharma

3rd position in the event NIYANT at National B-School event Milestone 35, IMT Nagpur


Sri Hariharan Subramaniyan

First place, Article writing competition, Marketing Cell of Masters of International Business
(MIB), Delhi School of Economics


Ruchika Salhotra and Ratnakar Srivastava

Article published in Reflexionar, October 2012 edition, BITS-Pilani


Kriti Dua & Sankalp Parihar

Regional Winners, 9th National Competition for Management Students, AIMA, Bangalore


Kriti Dua & Sankalp Parihar

Article Published in DSM Chronicle, Delhi School of Management


Himanshu Varandani

Article published in Markezine, October Edition, IMT – Ghaziabad