Untitled-2 [iimlcmee.org]iimlcmee.org/wp-content/themes/twentythirteen/images/...8 Leveraging Power of Semiotics for Achieving Marketing Excellence The workshop brought reputed semiotics

Journey of CMEE has been amazing & incredible �.

CMEE FIVE YEAR JOURNEY...2011-2016

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MessagesIIM Lucknow aspires to be global preeminent centre of excellence, generating and imparting knowledge in management and providing socially conscious and globally relevant thought leadership. IIM Lucknow's mission is to help in improving management systems with regard to business, industry and public services through pursuit of excellence in management education, research, consultancy and training. In sync with the vision and mission of IIM Lucknow, the Centre for Marketing in Emerging Economies (CMEE) has been established in 2012. Apart from conducting advanced marketing research and running continuing state-of-the art research workshops on contemporary marketing issues, the Centre has been instrumental in bringing together scholars, practitioners and government officials interested in marketing in emerging economies.Dr Ajit Prasad Chairman, CMEE Governing Board

Director, IIM Lucknow

The growing importance of emerging market economies of Asia, Latin America, Central and Eastern Europe, the Middle East and Africa is undeniable. Phrases such as BRIC (Brazil, Russia, India and China) CIVETS (Columbia, Indonesia, Vietnam, Egypt, Turkey, and South Africa) VISTA (Vietnam, Indonesia, South Africa, Turkey and Argentina), New Frontiers or Next Eight (Argentina, Indonesia, Mexico, Poland, Saudi Arabia, South Africa, South Korea and Turkey), etc. have been coined to identify the more promising of the markets. Despite the growing importance of emerging market economies, a comprehensive institutional framework to advance the research, educational, and management practices in emerging markets was lacking. The Center for Marketing in Emerging Economies at IIM, Lucknow fills this gap and has made a significant contribution in advancing the knowledge, education and management practices in and about emerging markets. It has been a pleasure to Chair the Apex Advisory Board of this Center since its inception.Prof. Naresh K. Malhotra, PhDRegents' Professor EmeritusChairman, Apex Advisory Board, CMEE

The Centre for Marketing in Emerging Economies (CMEE) at IIM Lucknow aims to be a globally recognized centre of excellence for pursuing original research and imparting quality education in the area of marketing. With a specific mandate for contributing towards better understanding of emerging economy markets, it also aims at discussing challenges therein for marketing practitioners. The idea of the centre originated from an international marketing conference that was successfully hosted by IIM Lucknow at its Noida campus during 13-14 January' 2012. As the founding chairman, I was responsible for conceptualizing, spearheading and launching of the CMEE in 2011-12 AY. Apart from conducting advanced research and running continuous education programs, the centre also acts as a platform for academicians and practitioners in selected emerging geographies to collaborate with each other effectively. Over the last five years, I was involved in shaping this self-sustainable centre at IIML Noida campus with

the support of its founding members and the institute. It is natural, therefore, for me to look back with pleasure, over the progress that has taken place since 2011-12 when it was incubated. We have put in our most sincere efforts in making this compilation of major activities of CMEE over the past five years.

I hope you love reading 'Flashback' as much as we loved making it!Prof. Satyabhushan Dash

CMEE-Chairperson

About CMEE

Established in 2012, Centre for Marketing Emerging Economies (CMEE) is a lively resource Centre for scholars, academicians , marketing research practitioners and corporations from around the world , who have interest in emerging economy markets.

CMEE's vision is to the globally recognized Centre for Marketing that studies, undertake and educates that consumers, business and public policies towards Marketing in Emerging Economies.

Continuous Education

Research & Publication

Networking

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Objectives of CMEE

Continuous EducationAt a Glance

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Jan, 2014 Metaphor analysis and Ethnography Research

Apr, 2014 Leveraging Power of Qualitative Marketing Research for

Achieving Marketing Intelligence (Noida & Mumbai)

Feb, 2015 Leveraging Power of Semiotics for Achieving Marketing

Excellence (Noida & Mumbai)

Apr & Power of Data Driven Marketing for Achieving Marketing

Excellence (Noida & Mumbai)

May, 2015 Power of Semiotics for Impactful Market Research (Noida &

Mumbai)

Nov, 2015 Understanding Consumers in Digital Era

Nov, 2015 Teaching Marketing Research

Apr, 2016 Data Visulization: Methods & Tools (Noida & Mumbai)

May 2015

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Metaphor analysis and Ethnography Research

The Pre-conference workshop presented

interactive workshops by Prof. Jerry Olson, Prof.

Russell Belk, Prof. GülizGer and Mr. Holger E.

Metzger. It also featured demonstration of

practitioners from the BRIC countries presenting

the applications of these methodologies in their

respective countries. The objective of this

workshop was to share hands-on research

e x p e r i e n c e o n M e t a p h o r a n a l y s i s a n d

Ethnography research to the academicians and

research practitioners and help them to explore

their research interests. The workshop was

attended by Marketing, Branding and Consumer

Insights Heads/ Research Practit ioners,

Academicians interested in consumer research

and Fellow/ Ph.D. students of Management

focusing on customer research. The Metaphor

workshop focussed on using metaphor to

understand consumers' unconscious thoughts

and feelings and leveraging metaphoric insights

to guide marketing strategy. The Ethnography

workshop introduced the participants to the

design and conduct of ethnographic research.

Prof. Jerry OlsonProf. Russell Belk

Prof. GülizGerMr. Holger Metzger

January 8-9, 2014

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Leveraging Power of Qualitative Marketing Research for Achieving Marketing Intelligence

Speakers a t the workshop inc luded internationally recognized academicians as well as marketing research practitioners from leading marketing research firms in the country. The workshop was attended by academicians and members of the marketing research community from across the country like HUL, Philips, Wipro, Milward Brown. The speakers shared with the audience a variety of case studies and qualitative research methods such as ethnography, netnography. The speakers highlighted the role of new media played in the context of marketing research today, the importance of best practices for conducting research across different cultures, the importance of framing the context for participants when conducting qual i tat ive market ing research. The workshop also demonstrated an approach for analyzing text and image data that may be obtained from people's engagement on social media. Overall, the two days of interaction provided a platform to the group of qualitative marketing researchers to come together and listen to some of the leading thinkers and practitioners in the field of qualitative marketing research.

Prof. Jerry OlsonMs. PriyaTandan

Mr. Holger E. MetzgerMs. Dina MehtaMs. Anjali PuriMr. Raghu Kolli

Mr. Sandeep DuttaMs. Sabrina Schoeder

Mr. Soumick NagMs. Richie Chourasia

Ms. Shubhangi Athalye

Speakers

April 21-22, 2014

“We express ourselves in metaphors. ZMET uncovers thesemetaphors that represent consumers' deeply rooted associations with specific products orbrands.” - Prof. Jery Olson and Mr. Holger E. Metzger

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Leveraging Power of Semiotics for Achieving Marketing Excellence

The workshop brought reputed semiotics instructors to meet Indian enthusiasts from different organizations such as GFK Mode Pvt. Ltd., Godfrey Phillips, Mahindra & Mahindra, Hero MotoCorp Ltd, IIMK and IIMB etc. The speakers highlighted that semiotics is a trans- disciplinary perspective that draws upon areas such as literary criticism, art theory, cultural studies and anthropology and that in turn enriches those areas. The world of semiotics was demystified with real time examples of brands, pictures and communication present in our environs. Emphasis was laid on studying signs, meanings, explicit and implicit communication that helps in unearthing interpretations underneath the surface. Semiotics helps us see how culture itself is divided into systems of binary oppositions. This system of differences helps to generate meaning itself. Codes are one of the main currencies of commercial semiotics, helping brands to link meanings to consumers through the mediation of culture. Participants got a hands on perspective on semiotics in branding through picture association activities and s h a r e d l e a r n i n g s t h r o u g h g r o u p interactions.

Speakers:

Chris ArningLucia Laurent-NevaHamsiniShivakumar

February 13th-14th, 2015

“Lucia Laurent-Neva involved in workshop activity”

“Design Semiotics is a specialized approach that combines the rigor of design analysis with the richness of cultural insights and power of semiotic thinking.”

-Mr. Chris Arning

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In this workshop, both industry experts and academicians spoke about the changing landscape of marketing with the advent of more precise data driven tools. Representatives from companies like Nielson, Pepsico, MDRA, Ipsos, GFK, Marico, i3 research consultants, Unilever, Viacom 18 and many more participated. The importance of technology in marketing, the current big data practices prevalent in the industry were discussed along with cases on hotel loyalty programs, internet of things, telecom and FMCG retail applying data mining to spruce up their marketing. Listening to consumers on social network, execution of social network analysis techniques to improve CRM activities were discussed by distinguished professors of the institute and panelists alike. The second day of the workshop was dedicated to supply chain and retail applications of data driven marketing activities and also at identifying fraudulent activities and other banking transactions. Application of data mining using SAP and use of recommendation and collaboration systems as outcomes of data driven business strategies were also discussed. Data analysis tools like fuzzy and their use for understanding consumer behavior in e-commerce platforms was also discussed. The workshop was aimed at sensitizing the participants towards the crucial role of data based decision making with the help of tools and techniques.

Speakers:

Anil KaulRanjit NairLipikaDey

Mohan KrishnanDeepak Goel

Shailesh KumarProf. S. Venkat

Himanshu ChopraProf. Bharat BhaskerProf. B.K Mohanty

Prof. MoutusyMaityArun V. Chearie

Anup Kumar SahaVinitGoenka

Pratul ChandraProf. S.B Dash

April 23rd-25th, 2015 (Noida)

May 15th-16th, 2015 (Mumbai)

“Data visualization is the presentation of data in a pictorial or graphical format. It enables decision makers to see analytics presented visually, so they can grasp difficult concepts or identify new patterns.” – Mr. Vinit Goenka

Leveraging Power of Data Driven Marketing for Achieving Marketing Excellence

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Power of Semiotics for Impactful Market Research

Dr. Laura Oswald, assisted by Dr. Piyul Mukherjee directed the workshop. The workshop witnessed participants from varied organizations like AZ Research Partners Pvt. Ltd, IMRB, Marico Ltd, MDRA, Nielsen, PepsiCo and Purple Audacity etc. The day-long workshop was carefully segregated into four sessions with each session catering to a d i s t inc t a rea o f semiot i c market ing applications. The discussion began with an introduction to marketing semiotics, discussion on semiotic brandscape& Strategic Semiotic Ethnography ending with semiotics in retail. Case studies, examples used came from a variety of industries including but not limited to clothes (Levi Strauss'), retail, fast food that have used semiotic approaches. The session was made enriching with case studies and semiotic understanding of real time advertising campaigns for codes, cultural context, binaries and semiotic square placements. The goal of the workshop was to educate participants to understand, develop and apply this rigorous analytic concept to clearly define linkages between the object under study and its context. May 25, 2015 (Noida)

May 27, 2015 (Mumbai)

“Attention must be paid to the context of the discourse as it is crucial to decode symbols against the cultural backdrops of society, popular culture, beliefs and myths.” - Dr. Laura Oswald

Speakers: Dr. Laura Oswald

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Understanding Consumers in Digital Era

The workshop was conducted by experts from both the worlds, academia and practitioners. The participants also r e p r e s e n t e d a m i x o f a c a d e m i c organisations such as MICA, BIMTECH, ISB and industrial organisations like IMRB, SBI, Nestle India and Samsung etc. The speakers called attention to bring Marketing Research to Social Media interface since people talk in natural and relaxed atmosphere on social Media, hence, making the inputs more realistic. Prof. Russell Belk brought out the importance of Cyborg and Robotics in several industr ies l ike nursing & hospitality, military, entertainment, service sector and sex industry. Various t e c h n i q u e s l i k e e t h n o g r a p h y , netnography, social media analytics and text mining were discussed showcasing their importance and uniqueness in the digital world. Also, Mr. Manas Ranjan Kar demonstrated how advanced techniques of text analytics like, machine learning for topics classification, sentiment analysis, keyword parsing and relationship extraction were used to extract insights.

November 16th-17th, 2015

“There are 3 laws of using ROBOTICS – They must not harm human race; they must always obey human; and they must always protect itself withstanding the previous two laws.”

- Prof. Russell Belk

Speakers: Prof. Naresh Malhotra

Prof. Russell BelkProf. MoutusyMaity

Prof. LipikaDeyMr. ManasKar

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Teaching Marketing Research

The speakers of this workshop, having expertise in teaching Market Research, imparted the basic tenets of teaching Marketing Research. Majority of the participants in this workshop were academicians from various varsities like Punjab Technical University, Jaipuria I n s t i t u t e o f M a n a g e m e n t , JamiaMiliaIslamia, KJ Somaiya and Lalbahadurshastri Institute etc. The workshop consisted of sessions on research design, scaling & measurement and the importance of survey research methods. The workshop showed the participants basic and advanced quantitative techniques to analyse the data like Factor Analysis, Conjoint Analysis, Perceptual mapping, Cluster Analysis, Discriminant and logit analysis & Structural Equation Modelling etc. Teaching aids such as SPSS Demo Movies, SPSS Screen Captures, and practice data sets and solutions were highlighted. Mr. Mohan Krishnan demonstrated liberal usage of short & long cases at various stages of Marketing Research. Case studies on improving branding of Accenture and improvement of services of Indian Railways through market research were discussed. November 18th-20th, 2015

“Defining the problem is the first step of any marketing research process.” - Prof. Naresh Malhotra

Speakers: Prof. Naresh Malhotra

Prof. Russell BelkProf. Satyabhusan Dash

Mr. Mohan Krishnan

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Data Visualization: Methods & Tools

The speakers in this workshop represented the b e s t o f b o t h w o r l d s , a c a d e m i a a n d practitioners. The data analytics enthusiasts from various organizations like Vodafone, Tata Sky, Titan, TNS, Karvy, Unilever, IMRB, Neilsen and ITC etc attended the workshop to make it a huge success. The speakers showcased various tools and software to make data visualization more robust and interesting. Data visualization gives business users the ability to use information intuitively, without deep technical expertise. It facilitates easy understanding of data values and drawing i m p o r t a n t c o n c e p t s a n d i d e a s . D a t a visualization through R programming language, Tableau software, SAS and Geographical Information System were discussed. Mr. Manas talked about the art of creating a story line during a presentation with the help of data visualization. Mr. Gattu explained that the key components of an engaging story is formulated by putting together the data narratives. By taking various Industry examples and Case study, he showed the power of data visualization through www.gramener.com.

Speakers : Mr Naveen Gattu

Mr. Ganes Kesari B Mr. Mohan Krishnan

Prof. S.B. DashProf. Ashwani Kumar

Prof. Moutsy MaityProf. Sameer Mathur

Dr. Manoj Kumar DashMr. Manas Ranjan Kar

“Humans are pattern-seeking, story-telling animals.” - Mr. Naveen Gattu

April 25th -26th, 2016 (Noida)April 28th-29th, 2016 (Mumbai

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Research & Publication At a Glance

A Field Study Report on was “Prospects of Coir Products in Uttar Pradesh”submitted to Coir Board, MSME Ministry in 2016. The report has been organized into five chapters providing a brief understanding of macroeconomic overview of U.P., the study methodology, challenges, observations and the approaches for development of coir industry in U.P. along with recommendations and implementation plan.

The broad objectives and ToR of the study include the following: To understand the barriers of adoption of Coir products in U.P. as

compared to rest of India. To estimate the demand potential for various coir products in U.P.

To propose prospective plan for achieving demand potential.

The study team includes Prof. Satyabhusan Dash, Prof. S Venkat, Mr. Mohan Krishnan, Ms. Neha Sadhotra, and Dr. Meghna Rishi.

The marketing research handbook titled “Decoding Lucknow: Special Issue on Food” published by CMEE during the year 2014 provides a wealth of detail on food and drinks consumption in Lucknow. The core of the book comprises of Information gathered at annual market research fair organised by IIML students.

The marketing research handbook titled “Decoding Lucknow: An Insightful Handbook of Lucknow Consumer” published by CMEE in 2013 presents interesting finding on changing pattern of penetration of consumer durables,

food and beverages consumption, household care products, personal care products and media reach.

“Bibliography of Research in Marketing on Emerging Market Economies”is the first bibliographical compilation where the authors' earnest intent is to collate all the EME specific research articles that got published in refereed marketing area journals across the world during the past 25 years, i.e. during

1986 to 2011. The book opens with a 21-page long research note that presents a preamble to the author's effort, research gap and scope of the study, research objectives, methodology employed for the study, and a short summary on the findings of the study with its limitations.

In his elite foreword to this book, Prof. Naresh K. Malhotra, Regents' Professor Emeritus at Georgia Institute of Technology, USA comments: “Despite the growing importance of emerging market economies, a comprehensive bibliography documenting research in this area was lacking. The attempt by Satyabhusan Dash, Saji K.B., and Ghazal Masarrat is an important step in this direction.”

Research & Publication

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Research Handbooks & Reports

Papers Presented in 2014 EMCB Conference organized by CMEE appeared in Journal of Consumer Marketing' – Special Issue

Srivastava, N., Dash, S. B., & Mookerjee, A. (2015). Antecedents and moderators of brand trust in the context of baby care toiletries. Journal of Consumer Marketing, 32(5), 328-340.

Jain, S., & Jain, S. K. (2015). Does outcome quality matter? An investigation in the context of banking services in an emerging market. Journal of Consumer Marketing, 32(5), 341-355.

Dawra, J., Katyal, K., & Gupta, V. (2015). Can you do something about the price?–Exploring the Indian deal and bargaining-prone customer. Journal of Consumer Marketing, 32(5), 356-366.

Pham, H. C., & Richards, B. (2015). The Western brands in the minds of Vietnamese consumers. Journal of Consumer Marketing, 32(5), 367-375.

Rishi, M., Jauhari, V., & Joshi, G. (2015). Marketing sustainability in the luxury lodging industry: a thematic analysis of preferences amongst the Indian transition generation. Journal of Consumer Marketing, 32(5), 376-391.

Papers Presented in 2012 Conference organized by

CMEE appeared in following Internationally Acclaimed Referred Journals

Gupta, S., & Malhotra, N. (2013). Marketing innovation: A resource-based view of international and local firms. Marketing Intelligence & Planning, 31(2), 111-126.

Kim, J., Han, W., Kim, D., & Paramita, W. (2013). Is beauty in the eye of the beholder? Gender and beauty in the cosmetics sector: A comparative study of Indonesia and Korea. Marketing Intelligence & Planning, 31(2), 127-140.

Shekhar Kumar, R., Dash, S., & Chandra Purwar, P. (2013). The nature and antecedents of brand equity and its dimensions. Marketing Intelligence & Planning, 31(2), 141-159.

Shekhar Mishra, S., & Saji, K. B. (2013). The impact of institutional variables in new high-tech product development processes: The moderating roles of perceived risk and project duration. Marketing Intelligence & Planning, 31(2), 160-178.

Jin, B., Yu, H., & Hye Kang, J. (2013). Challenges in Western-Chinese business relationships: the Chinese perspective. Marketing Intelligence & Planning, 31(2), 179-192.

Jit Singh Mann, B., & Kaur, M. (2013). Exploring branding strategies of FMCG, services and durables brands: evidence from India. Journal of Product & Brand Management, 22(1), 6-17.

Saji, K. B., & Shekhar Mishra, S. (2013). Investigating the role of firm r e s o u r c e s a n d e n v i r o n m e n t a l v a r i a b l e s i n n e w p r o d u c t commercialization. Journal of Product & Brand Management, 22(1), 18-29.

Ponnam, A., & Dawra, J. (2013). Discerning product benefits through visual thematic analysis. Journal of Product & Brand management, 22(1), 30-39.

Chauhan, K., & Pillai, A. (2013). Role of content strategy in social media brand communities: a case of higher education institutes in India. Journal of Product & Brand Management, 22(1), 40-51.

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Papers Presented in 2014 Conference organized by

CMEE appeared in following Internationally Acclaimed Referred Journals

Belk, R. W. (2013). Consumer insights for developing markets. Journal of Indian Business Research, 5(1), 6-9.

Schultz, D. E. (2013). Reinventing marcom for the new marketplace. Journal of Indian Business Research, 5(1), 10-16.

Thamizhvanan, A., & Xavier, M. J. (2013). Determinants of customers' online purchase intention: an empirical study in India. Journal of Indian Business Research, 5(1), 17-32.

Kaur, H., & Soch, H. (2013). Mediating roles of commitment and corporate image in the formation of customer loyalty. Journal of Indian Business Research, 5(1), 33-51.

Thakur, R., & Srivastava, M. (2013). Customer usage intention of mobile commerce in India: an empirical study. Journal of Indian Business Research, 5(1), 52-72.

Mouncey, P. (2012). Rising to the challenge: Market research in emerging economies. Metamorphosis: A Journal of Management Research, 11(1), 12-14.

Naik, A. Y., & Gupta, A. (2012). Indian Premier League and Team Brand Building: Validating the Spectator-Based Brand Equity Model in context of Television viewers. Metamorphosis: A Journal of Management Research, 11(1), 36-51.

Jayasankaraprasad, C., Srinivaasarao, B., & Kathyayani, G. (2012). Study on Cross-format Shopping Motives and Shopper Typologies in Emerging Food and Grocery Retail Market in India. Metamorphosis: A Journal of Management Research, 11(1), 15-35.

Bhardwaj, D., Das, D. R., Krishnan, M., & Singh, S. (2012). Cutting Edge Research: To Build Predictive Price?Volume Model Quantitative Research & Analytics (with an example of Indian Tyre Industry). Metamorphosis: A Journal of Management Research, 11(1), 52-63.

Tripathi, S. N., & Siddiqui, M. H. (2012). eSuvidha A Citizens' Perception Study. Metamorphosis: A Journal of Management Research, 11(1), 64-81.

Jain, V., Pingle, S., & Daswani, A. (2012). Understanding Indians purchase behaviour process: luxury apparel sector. Metamorphosis: A Journal of Management Research, 11(1), 82-94.

Mohanta, S. K., Mishra, A., & Dash, S. (2012). Understanding the rural

consumer's behaviour in the context of his ecosystem A

telecommunication perspective.

Malhotra, N. K., Mukhopadhyay, S., Liu, X., & Dash, S. (2012). One, few

or many?. International Journal of Market Research, 54(6).

Mistry, P., & Samant, A. (2012). How research assisted the rollout of a

mobile agriculture information service. The day Peepli went [live].

Conference Note (2012), Professor Naresh Malhotra

Conference Note (2012), Professor Steve Burgess

Rising to the challenge: Market research in emerging economies. Peter

Mouncey

Conference Note (2014), Russell Belk and Guliz Ger

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5

Conference Proceedings

This book edited by four Indians carries the extended abstracts

of the research papers presented at the First IIML International

conference in Marketing in Emerging Economies held at Indian

Institute of Management Lucknow, Noida campus during

January 13-14, 2012. The 174 extended abstracts of research

papers presented across fourteen sections of this 379-page long

book were originally selected from 415 submissions (made by

over 900 authors from 20 emerging market economies) through

a double blind review process involving an international panel

of 38 reviewers from across the globe. The book carries a classy

foreword from Prof. Jagdish N. Sheth, Kellstadt Professor of

Marketing at Goizueta Business School, Emory University,

USA.

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For 2014 Conference, a total of 425 paper abstracts were submitted by

several hundreds of authors from across the globe. Based on the

outcome of a double blind review process by an international panel of

over 30 reviewers, 200 papers were finally accepted for presentation in

the Conference. In addition, a total of 18 papers were accepted for mini

paper presentations. A total of 21 countries have been represented by

the authors of these accepted papers, out of which 44 papers are from

outside India. The Conference has been designed with 14 track themes

and 9 plenary sessions.

For 2017 conference, a total of 308 paper abstracts were submitted

by over 650 authors from across the globe. Based on the outcome of

a blind review process by an international panel of reviewers, 135

papers were finally accepted for presentation in the conference. In

addition, a total of 10 papers were accepted for poster presentation.

Around 16 countries have beenrepresented by the authors of these

145 papers, out of which 29 papers are from outside India. The

conference has been designed with 14 track themes and five

plenary sessions.

Networking At a Glance

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Networking CMEE Conference, 2012: Shaping the Future of Research in Marketing in Emerging Economies: Looking Ahead'

The theme of the conference in 2012 was in correspondence to the growing realization among marketers about the inadequacy of the marketing theories and practices developed in the developed markets in explaining the growth spurt and ever increasing economies of the developing countries. The shift in the global marketplace needed attention and address.

The conference saw a gathering of distinguished academicians and industry experts from over 21 countries who came together to discuss relevant issues like the redefinition of marketing researcher (in the context of EMEs), the ongoing nature of marketing research, data collection methods, using the internet and social media for research and the ethical issues of marketing and research in the emerging economies. All the speakers lay stress on decision making backed by data and research.

The participants talked about the blurring lines between managers and researchers and the active role of marketing researchers in the decision making process. A collective call was made for an increased participation of marketing research in the marketing management activities by academicians and researchers alike.

The important plenary sessions in the conference were Theory Building in Marketing, Marketing Education and Case Teaching, Rigor in Research Methodology in Marketing, Legends in Marketing: Leaving a Legacy for the Next Generation, Contemporary challenges and Future prospects of Marketing research for earning a seat in decision maker and practitioner’s perspective, Brand building Challenges Facing Emerging Market Companies, Emerging Research Issues in Retailing & Franchising, Marketing Research in practice, Price and Value in Bottom of Pyramid, Contemporary challenges and future prospects of Teaching Marketing research in the Globalized Era.

Notable Speakers: Prof. Jagdish Sheth, Prof. Arun Jain, Prof. Naresh Malhotra, Mr. Peter Mouncey, Prof. Rajeev Batra, Prof. Dhruv Grewal, Ms. Preeti Reddy, Mr. Pradeep Kasyap and Prof. Arun Jain.

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Doctoral Colloquim

Doctoral colloquium organized on January 12, 2012 ahead of the International conference in Marketing at IIM Lucknow (Noida campus) was co-chaired by Prof. S.B. Dash. Prof. Dash in his inaugural address emphasized that the emerging economies on the global capital map are challenging the existing theories of Marketing and bringing a paradigm shift by shaping the future of research in Marketing. He had given a brief introduction to different sessions of Doctoral Colloquium. 43 Doctoral research scholars from around 26 countries around the world participated in the colloquium. There were 7 tracks panels and a total of 43 research papers were submitted for the colloquium. The Doctoral students discussed about their proposed research ideas, in one to one panel discussion, with assigned seasoned researchers around the world.

CMEE Conference 2014 - Listening to Consumers of Emerging Markets

The Indian Institute of Management, Lucknow hosted the international conference in the field of Marketing

Research at its Noida Campus, from January 9th -11th 2014. The theme of the conference was “Listening to

Consumers of the Emerging Markets”.

Historically researches in marketing and consumer behaviors have focused on developed economies. However,

these analyses and theories are unable to answer the critical questions raised by the Emerging Markets. Marketing

ideas and practices focused on the emerging markets is the need of the hour.

A pre-conference workshop was conducted to share hands-on research experience on Metaphor analysis and

Ethnography research to the academicians and research practitioners and help them to explore their research

interests. This Pre-conference workshop presented interactive workshops by Prof. Jerry Olson, Prof. Russell Belk,

Prof. GülizGerand Mr. Holger E. Metzger.

The important plenary sessions in the conference were Crafting consumer-based business strategy in emerging

markets, Legends in Marketing: Leaving a Legacy for the Next Generation, Practicing Marketing Research in the

real world, Creating value for Consumers of Emerging Markets through Sustainable and Social Business Practices,

Listening to Consumers in a Digital Era, Innovation for Rural Consumers, Creating Value for Consumers of

Emerging Markets through Best Practices: Banking & Financial Sector Perspective, and Affordable Healthcare

services, Contemporary Challenges and Future Prospects of Teaching Market Research, Leveraging Power of

Choice Preference Analysis and Big Data Analytics, Creating value for consumers of Emerging Markets: Food

sector, Leveraging Power of Doing Qualitative Marketing Research, Emerging Market Firms building Branded

Businesses, Linking Academic Research to Marketing Practice, Digital Medium as a Tool for Understanding Voice

of Consumers.

Notable Speakers: Ms. Rama Bijapurkar, Mr. Vivek Mehra, Ms. Preeti Reddy, Prof. Andrew Mc Auley, Mr. Mohan

Krishnan, Mr. Pradeep Kashyap, Mr. P. G. Raghuraman, Prof. Gurprit Kindra, Prof. Arun Jain, Prof. Naresh

Malhotra, Prof. Vithala Rao, Ms. Hamsini Shivakumar, Ms. Priyadarshini, Prof. Amitava Chattopadhyay, and Mr.

Mrutyunjay Mishra.

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CMEE Conference, 2017: Reaching Consumers of Emerging Markets

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Media Coverage

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Participant Feedback

“I enjoyed attending the workshop. It was indeed a good learning experience for me. The

inputs shared by all the speakers has helped me a lot! “Ms Varuna Newatiya, PhD Scholar - IIT Madras

“Emphasized on practical learning. Very good introduction to qualitative analysis

& Netnography. The workshop was well organized. I look forward to another such

valuable workshop in future.Mr Sharad Gupta, Associate Professor - Delhi School of Business

It was a delight to see learned speakers and participants from leading industry. I could

understand as to how we can use SNA & TEXT mining to understand our customers. Mr Arun Kumar Mokrala , Asst General Manager- SBI Mumbai

I have been attending all the workshops of CMEE! This workshop specially was a delight.

The workshop was nicely designed and was organised very well. I personally learnt a lot!Dr Harmeen Soch – Faculty, PTU

“It was very good experience for me to attend workshop at IIML, Noida campus. All the

marketing research topics was well covered. And sessions taken by well renowned and

excellent faculties was an icing on the cake!”Dr Vinod Kumar- Faculty, IMT Nagpur

“The workshop proved to be a boon for me. Practical Issues were discussed. Very good

combination of speakers and subjects. It was entirely for intellectual crowd. I am looking

forward to attend many more workshops organized by CMEE!”Mr Ankur Aggarwal – KEN RESEARCH

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I had attended CMEE Conference 2014, got to know a lot about the theme “Listening

Consumers in Emerging Markets”, met speakers from across the globe on one

platform. I can only say that the Conference was worth every penny. I wish to attend

Conference 2017 too.” Mr Abhishek Mishra – Assit. Professor, IIM Indore

Messages from the ever-growing CMEE Family

CMEE has been instrumental in bringing together scholars, practitioners, and

government officials interested in marketing in emerging economies. Having played

a role in several of the CMEE Conferences and workshops, it is gratifying to see the

progress of consumer and marketing research on these issues in India. The problems

are large, but so is the intellect and energy of the participants in the CMEE activities.

Prof. Russell Belk

Kraft Foods Canada Chair in Marketing

Schulich School of Business

In a short period of its existence, CMEE has been able to bring celebrated

academicians, acclaimed industry experts and researchers on to a common

platform providing opportunities for network, learning experiences on cutting

edge tools and methods etc., The next phase of its growth is exciting and I hope we

can fulfil the promise of conducting seminal research studies that enable the Centre

to emerge as a thought leader on marketing in emerging markets.”

Mr. Mohan Krishnan

Member Board of Governor, CMEE

Managing Member- TPCKI

It has been a refreshing experience being associated with CMEE for the past few

months. We could deliberate on lot of issues. Putting across new research

programs and executing them has been quite challenging. With the changing

scenario in emerging economies, Marketing will be the area which will require

maximum innovation. CMEE with its dedicated team aims to design and execute

multiple research projects catering to such needs. Intentions are good, efforts are

being put it in. Hopefully, we will be making some meaningful contribution

through our research and consulting initiatives.Prof. Devashish Das Gupta

Member Board of Governor, CMEE Associate Professor – IIM Lucknow

25

The purpose with which we all conceived this initiative has shaped IIML CMEE

over the last 5 years. We have to work relentlessly to bring in the community to

work on this common purpose, and values. Next 5 years should leave a mark in

theory creation, make the academia & practitioners work more cohesively and

make a lot of research data open for further discourse & deliberation.

Mr. Mrutyunjay MishraMember Board of Governor, CMEE

Co-Founder, Juxt Smart Mandate and Oizom

26

"I am happy to endorse the efforts of the Centre for Marketing in Emerging

Economies. I am an American academic and business professional. In 2015 I

delivered workshops on semiotics and marketing through the India Institute of

Management at New Delhi and Mumbai at the invitation of Professor Satya Dash. I

was impressed by the dynamism and intelligence of students at the Centre and their

eagerness to learn new ideas, work hard, and engage wtih foreign visitors like

myself. I am amazed at the energy and resourcefulness that Professor Dash

continues to invest in the Centre in order to expand educational programs, grow a

network of marketing experts across the globe, and create impact on business education in India. Professor

Dash and his team have also created an atmosphere of co-operation, exploration, and intellectual curiosity at

the Centre that foretell its continued success in the future."Dr. Laura R. Oswald, Ph.D.

The Marketing Semiotics CompanyChicago, Illinois, USA

The Market Research Society of India (MRSI) has been partnering with CMEE for

the past few years to bring together the industry and academia and forge a stronger

relationship. CMEE board members have dedicated time to curate the original

research papers presented at the MRSI seminars by practitioners and have helped

further the MRSI's cause of skill building and continuous education in the field of

Market Research by organizing workshops for our members.

These workshops have been very popular among MRSI members and have taken

on a very hands on approach to learning ensuring that the participants are able to

implement the new skills almost immediately in their professional work.

We look forward to an enduring relationship with CMEE.

All the best for the 2017 Conference!

Mr. Sandeep Saxena

Director General, MRSI

The CMEE is uniquely positioned to serve as a bridge between the worlds of

academia and practice in the domain of Marketing Management in emerging

economies. The Center has undertaken activities that have led to participants

learning from and contributing to the growing body of knowledge about

consumers and marketing management practice in India and in other emerging

economies. The journey has been enriching, exciting, and invigorating.

Prof. Moutusy Maity

Member Board of Governor, CMEE

Associate Professor – IIM Lucknow

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Compiled & Designed by

GINNI BHARTI(CMEE Research Associate)

SWATI GUPTA(CMEE Research Coordinator)

MADHU MANDAL(FPM SCHOLAR)

ANKITA MISRA(FPM SCHOLAR)

ARUNIMA SHAH(FPM SCHOLAR)

NEHA SADHOTRA(FPM SCHOLAR)

YOGESH SHARMA(WMP STUDENT)

IIM Lucknow (Noida Campus) B-1, Institutional Area, Sector -62, Noida, Uttar Pradesh-201307, Ph: 0120-6678483

Visit us at www.iimlcmee.org

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