Wednesday, December 23, 2020


 ~The two-day doctoral workshop conducted by Great Lakes Institute of Management and North American Society for Marketing Education in India (NASMEI) focused on ‘Consumer Behaviour’ in the post COVID-19 era’ ~ 

23rd December 2020, Chennai: The Great Lakes Institute of Management, Chennai hosted their 14th NASMEI International marketing conference in collaboration with the North American Society of for Marketing Education in India (NASMEI). The virtual conference was prelude by a 3-day workshop providing great opportunity for the doctoral students and junior faculty to interact and learn from some of the top researchers in the world.  

The premier annual conference held at Great Lakes Institute of management was organized by the Kotler-Srinivasan Center for Research in Marketing. The session was inaugurated by

Dr. Suresh Ramanathan, Dean, Great Lakes Institute of management, followed by the welcome address by Prof. Bala V Balachandran, Founder, Chairman of the board and Dean Emeritus, Great Lakes Institute of Management. 

The keynote address was delivered by Dr. Seenu Srinivasan, Adams Distinguished Professor of Management, Emeritus, Graduate School of Business, Stanford University, USA. Speaking on the occasion he said, “I started this conference back in 2007, with the encouragement of Prof. Bala, for the purpose of bringing Indian researchers together with researchers from all over the world, so we can learn from each other. At the time I was a board member at NASMEI, and it was a great opportunity to connect NASMEI to Great Lakes. Since then, it has been ably and efficiently run under the stewardship of Prof. Bharadhwaj and Prof. Sridhar Samu.” While presenting his paper ‘Comparison of Maxdiff and ASEMAP for the measurement of individual-level attribute importance’ he said, “The traditional method of assessing attribute importance through a ranking system does not work very well. This is because, given a list of attributes to rank, people tend to say everything is important. Which is why methods like MaxDiff and ASEMAP should strongly be considered for commercial market research.”

The 5-day long event included workshop conducted by the pioneers in business management and consumer behaviours such as Professor Shailendra Pratap Jain (University of Washington), Professor Aparna Labroo (Northwestern University), Professors Lauren Block (Baruch College), Simon Botti (London Business School), Angela Lee (Northwestern University), L J Shrum (HEC, Paris), and Andrew Stephen (Oxford University).

The two-day conference had papers presented by students and researchers from all over India. A wide variety of topics from the study of gamification to Ethics in Consumer decision making and to Impact of OTT platforms on consumers were addressed and discussed during the conference, specifically addressing the post-covid challenges and trends in the segment. Some of the best research papers competed under the Raj Sethuraman Research Grant, and Bala and Vasantha Balachandran Research Grant, by the Great Lakes Institute of Management 

“Raising the standards and quality of research in India has been the aim of Great Lakes Institute of Management and with this 14th edition of Great Lakes NASMEI International conference, we have reached one more step closer to the goal” added Prof. S. Bharadhwaj, Dr. Bala V Balachandran & Vasantha Balachandran Chair Professor of Marketing, Director. 


About Great Lakes: Great Lakes Institute of Management, Chennai founded in 2004 by Padma Shri Awardee Dr. Bala V Balachandran is one of the premier B-schools in India. Great Lakes has, within a short span of 15 years emerged as a top-ranked business school. Great Lakes has 50+ full time faculty and 150+ visiting faculty including over 25+ international faculty from top global schools like Yale, Kellogg, Stanford, and Harvard. Further collaborations with world’s leading institutions like University of Houston, University of Bordeaux, Hongkong University of Science & Technology (HKUST), University of Missouri, Kansas, Illinois Institute of Technology, Chicago and Babson College etc., have helped Great Lakes in globally benchmarking its programs.

Great Lakes, Chennai, was accredited by Association of MBAs (AMBA), UK in 2014 and became the youngest B-school in India to receive this prestigious international accreditation. In 2015, Great Lakes, Chennai also received international SAQS accreditation and in 2017, its two-year PGDM program was accredited by National Board of Accreditation (NBA). For the years 2018 -2019, Great Lakes was ranked No.1 in India by Analytics India for its Analytics program. Great Lakes, Chennai was ranked 5th by Outlook India among top private MBA institutions, 9th by Business India, 15th by Business Today and 18th by NIRF among top 10 Indian B-Schools. It was also placed in Super League 2 category by Business Standard in the year 2019.

Led by exceptional academic faculty, steered by an outstanding advisory council, and buoyed by the international collaborations, Great Lakes has been constantly innovating to stay ahead of the needs of our businesses and community. It is the first B-school in India to offer full time specialization in Analytics and first to introduce AI and Machine Learning specialization. 

Great Lakes has a 30-acre LEED Platinum rated green campus in Chennai and a second campus in Delhi-NCR. In the year 2019, Great Lakes Gurgaon campus received the prestigious AMBA accreditation and was also ranked among the top 5 emerging business schools by the National HRD Network (NHRDN) for the year 2018-2019. Great Lakes Gurgaon was also ranked 13th by Business World for its one-year program in the year 2019.

Great Lakes offers One Year full time MBA (PGPM) for experienced professionals, Two-year MBA (PGDM), Part Time Executive MBA for senior managers, and Weekend Executive MBA Program. Great Lakes alumni currently numbering 8800+, work at world renowned organizations both in India and overseas across 30 countries.

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