The second day of 7th AIM AMA Sheth Consortium saw an amalgamation of international research culture and Ahmedabad’s own cultural heritage. The Consortium hosted Scholars and Professors from 9 countries.

The day 2 started with the simulation game “Conscious Capitalism”, which challenges you to operate a conscious business in contrast to the traditional profit-maximizing business paradigm. Participants had to deal with ethical, environmental and sustainability issues, in addition to the usual management challenges of running a business.


Day 2


Followed by a plenary session ‘Meet the Editors’, moderated by David Stewart from Loyola Marymount University in Los Angeles. Prof. Stewart himself representing Journal of Public Policy & Marketing was in conversation with Prof. V Kumar (Editor of Journal of Marketing Research) and Prof. Satish Jayachandran (Editor of Journal of Marketing). These AMA journals with higher impact factors have been niche and prestigious in their respective disciplines and is now looking at pushing beyond their scope for better and larger inclusions. Prof. Jayachandran focused on "balance between rigor and relevance of research" and Prof. Kumar emphasized on methodological contribution. While Prof. David Stewart, who was also the moderator of the session spoke on Society at large and the need to care about people and public policy. Scholars across countries took active participation and received guidance and exposure to international research standards.


Sheth Consortium


In between the plenary sessions and parallel tracks, the core committee organising the consortium headed by Prof. Preeti Shroff, dean, MICA and Prof. Varsha Jain, professor of marketing, MICA organised a surprise video message and cake-cutting to mark the 80th birthday celebration of Prof. Jagdish Sheth, founder of The Sheth Foundation. In the celebration, the renowned scholar also launched his new book 'Handbook on advances in Marketing in an Era of Disruptions'.


Sheth Consortium


After the heavy academic discussion throughout the day, all the distinguished scholars and eminent professors were taken for a fun-filled experience to the ‘House of MG’, a boutique heritage hotel. A heritage tour of the old city was organized that highlighted historical locations such as Mangaldas ni Haveli, Jumma Masjid and Teen Darwaja Market. The evening wrapped up with kite flying activity and a sumptuous dinner spread at Agashiye, the terrace eatery.



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