The FDP covered several new theories propounded by Sir Michael Porter including the theory of Scale, theory of shared value, theory of advantage by cluster approach and other ideas. These ideas are in line with the current changes taking place in businesses. It was argued by the speaker that the perception of entrepreneur about what their business does in the society and perception about the society what a business does are converging for good and so are the goals of the businesses and the governments. It was further argued that government partnership with businesses is must in the current context for the benefit of the business as well as the society. It was also discussed that governments and NGOs have limited resources to carry out welfare job effectively. This gap can be filled by the role of businesses as societal problem solver rather than societal problems creator.

Researchers have been working hard on the Brand, Consumption & Culture aspects of the products consumers consume. The landscape of branding is not limited to the name Logo, or even the image, but has far extended within the fibers of each singular aspect of Brand identity. Due to the various traditions and social aspects of culture, the field of marketing is expanding now towards culture where consumption is considered as a social & cultural activity, and it is no more a linear function. The cultural paradigm holds of vital importance to understand the Brand Consumption Culture.

The workshop was organized by Ms. Arbuda Sharma. Arbuda is a researcher and consultant in the area of Brand Consumption Culture, at XLRI Jamshedpur. Presently attempting to develop a framework of Brand Consumption Culture. The workshop focussed on the impact of culture on branding. The session explored various case studies on Kellog’s in India, MTV in India, Citibank. Further, topics such as input elements comprising of brand identity, brand persona, brand communication, Hofstede’s cultural dimensions were discussed.

The workshop witnessed participation from Industry and Academicia. It has been a platform to share experiences on the topic.

The event was formally inaugurated by Dr. B.S.Hothi, Director Management, Sr. Prof. C.K. Sabharwal & Coordinators of this event Dr.V.N. Bajpai & Dr. Mukesh Porwal. In his welcome address, Dr. Hothi welcomed all faculty members and said that technology is changing very fast in the new era, therefore, it is very important for all of us to keep updating ourselves with the use of latest technologies.

After the inauguration ceremony, Prof. C.K. Sabharwal shared his valuable inputs on the theme “India 2020: Readiness for cutting edge marketing”. After that Prof. Lalit Sharma conducted his session on marketing strategies of pharmaceutical companies for the year 2020. Dr. V.N. Bajpai took his session on the Challenges in E-commerce adaption by SMEs in India. Dr. Satish Kumar said that the global companies should always consider local adaptation for their continuous growth. The first session ended with the importance of big data taken by Prof. A.P. Tripathi.

The second session was initiated by Prof. Vinita Srivastava on Brand recall & Brand engagement. After that Prof. G.N. Srivastava talked on importance of Neuro Marketing for the future growth of all companies. Dr. S. Bhattacharya shared his views on application of retail service quality.

The last session was started by Dr. Mukesh Porwal on sectoral analysis of Selected Indian services for the year 2020. Prof. A.R. Mishra conducted his session on discriminent model.

On this occasion, various faculty members from other streams also participated and enriched their knowledge.

The highlight of the workshop was a very useful feedback by Dr. A.K. Puri, Director General, I.T.S, Ghaziabad who took time to attend the entire event and even taking efforts to conduct relevant exercises related to the topic of the workshop. All faculty members who attended the workshop thanked the resource persons for being helpful in sharing their rare skills on the topics of the workshop.