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 to contribute towards better understanding of emerging economy markets and challenges therein for marketing practitioners.
Apart from conducting advanced research and running continuous education programs, the centre will also act as a platform for academicians and practitioners in selected emerging geographies to collaborate with each other effectively.
The idea of the centre originated from an international marketing conference that was successfully hosted by IIM Lucknow at its Noida campus between 13-14 January 2012. The conference not only saw presentation of more than 170 research papers, many of those were recognized globally. As many as 25 of the papers presented in the conference were published in acclaimed marketing journals such as Psychology and Marketing, International Journal of Market Research, Marketing Intelligence and Planning and Journal of Product and Brand Management.
The centre functions as a self-sustained profit centre and is run by its Chairperson Prof. S. B. Dash, with able guidance from an eminent panel of academicians and practitioners who constitute its governing board. The members of this body include Prof. S. L. Rao, former Director General of National Council for Economic and Applied Research (NCEAR); Mr. Pramod Bhasin, Vice Chairman, Genpact, Prof. Devi Singh, Director, IIM Lucknow; Mr. T. S. Mohan Krishnan, Vice President, IMRB; Mr. Mrutyunjay Mishra, Director, Juxt and Prof. Moutsy Maity, IIM Lucknow.
The apex board, chaired by Prof. Naresh K. Malhotra, Professor Emeritus Georgia Tech USA, with partner country representatives and industry representative will set policy of the centre. The centre receives continuous support from its advisory board consisting of world renowned academic scholars, marketing practitioners. The centre organizes bi-annual conferences (along with practitioners’ workshops) in India and in the other participating countries. The centre is in active collaboration with premier business schools in major emerging economies, namely Brazil, Russia, China, South Africa, Indonesia and Turkey.
The major objective of CMEE is to establish itself as a vital and lively resource centre for scholars, academicians, marketing research practitioners and corporations from around the world, who have interest in emerging economy markets.
The focus areas of the Centre are three fold:
1. Research & Publication
2. Continuous education program (different than IIML’s regular & MDP effort)
3. Networking opportunities
To be the globally recognized Centre for Marketing that studies, understands and educates about consumers, business and public policies towards marketing in Emerging Economies.
To promote research of international standard and facilitate knowledge transformation in emerging economies as the credible source of ‘ marketing information’, ‘consumer behavior’, ‘business competitiveness’, ‘dynamics of economy, technology, socio-political situation on marketing and public policies towards marketing’. The centre will facilitate the exchange of ideas and experiences between academic scholars, marketing managers, research practitioners, concerned public policy makers and moulders of public opinion including the media.