Indian Institute of Management Jammu inaugurates the 13th AIM–AMA Sheth Foundation Doctoral Consortium

JAMMU: The Indian Institute of Management Jammu inaugurated the 13th AIM–AMA Sheth Foundation Doctoral Consortium bringing together globally renowned academicians, researchers, doctoral scholars, journal editors, and industry leaders. The inaugural ceremony commenced with the traditional Lamp Lighting and Saraswati Vandana, marking the beginning of four days of academic excellence, collaboration, and innovation.

The inaugural ceremony of the Doctoral Consortium was presided over by Prof. B. S. Sahay, Director, IIM Jammu, in the presence of Prof. Russell W. Belk, Co-Chair, Doctoral Consortium; Mr. Jayant Shah, Executive Director, Academy of Indian Marketing (AIM); Prof. Jabir Ali, Dean, Faculty & Research, IIM Jammu; distinguished faculty mentors from leading institutions across the globe; and eminent academicians, researchers, and doctoral scholars. Also present on the occasion were Dr. Ateeque Shaikh, Co-Chair, Doctoral Consortium Dr. Rashmi Ranjan Parida, Co-Chair, International Marketing Conference and Dr. Archana Sharma, Co-Chair, International Marketing Conference.

One of the highlights of the inaugural session was the inspiring video address by Prof. Jagdish N. Sheth, Chief Mentor of the Doctoral Consortium and Charles H. Kellstadt Professor of Business, Goizueta Business School, Emory University, USA. Welcoming the participants, he emphasized that Artificial Intelligence and Generative AI are fundamentally transforming the future of marketing and urged doctoral scholars to embrace these emerging technologies, engage actively with distinguished faculty mentors, and pursue research that creates meaningful impact for business and society. Delivering a powerful message, he remarked, "In the age of AI, India needs to perform," underscoring the need for the nation to move beyond technology adoption towards innovation, impactful research, and execution. His visionary address set the tone for the four-day consortium, inspiring scholars to shape the future of marketing through cutting-edge research and global collaboration.

Addressing the inaugural session, Prof. Russell W. Belk, Co-Chair, Doctoral Consortium, expressed his delight at being part of the consortium and appreciated the enthusiasm and potential of India's emerging research community. Drawing from his extensive global academic experience, he encouraged doctoral scholars to engage actively with faculty mentors, ask questions without hesitation, and make the most of every interaction. Emphasizing that impactful research is built through dialogue, collaboration, and continuous learning, he urged participants to embrace diverse perspectives and view the consortium as a unique opportunity to refine their research and build lasting academic relationships.

In his inaugural address, Mr. Jayant Shah, Executive Director, Academy of Indian Marketing (AIM), reflected on the 13-year legacy of the Doctoral Consortium and appreciated the unwavering commitment of the distinguished faculty mentors and organizing team in making the event a success despite prevailing challenges. Describing the consortium as "a family," he highlighted its evolution into a globally respected academic platform, encouraging doctoral scholars to actively engage with faculty mentors, seek constructive feedback, and leverage the opportunity for academic networking, collaboration, and professional growth.

Delivering the Patron's Address, Prof. B. S. Sahay, Director, IIM Jammu, warmly welcomed the distinguished faculty mentors, doctoral scholars, and delegates to the 13th AIM–AMA Sheth Foundation Doctoral Consortium. He emphasized the vital role of research in nation-building and urged scholars to undertake impactful, socially relevant research aligned with the vision of Shri Narendra Modi Ji, The Hon'ble Prime Minister of India, for Viksit Bharat 2047. Highlighting IIM Jammu's journey as it marks a decade of excellence, he showcased the institute's commitment to creating societal impact through quality

education, cutting-edge research, and strong collaborations with premier national institutions and the Government of Jammu & Kashmir. He also underlined the growing academic ecosystem of Jammu, where IIM Jammu, IIT Jammu, and AIIMS Jammu are working together through collaborative initiatives to advance research, innovation, and policy impact.Addressing the international faculty and delegates, he noted that their presence would enrich academic discourse and strengthen global collaboration in marketing research. Encouraging participants to actively engage with faculty mentors, he urged them to make the most of the consortium's mentorship and networking opportunities while experiencing the rich cultural heritage of Jammu & Kashmir. Concluding his address, he urged scholars to "Aim High," inspiring them to pursue excellence, push the boundaries of knowledge, and create meaningful impact through their research.

Addressing the inaugural session, Prof. Jabir Ali, Dean, Faculty & Research, IIM Jammu, welcomed the distinguished faculty mentors, delegates, and doctoral scholars and appreciated the efforts of the organizing team in bringing together a vibrant global research community. He emphasized that the Doctoral Consortium provides an exceptional platform for scholarly engagement, enabling researchers to refine their ideas, strengthen academic rigor, and build meaningful collaborations. Encouraging participants to make the most of the opportunity, he urged them to actively engage with faculty mentors, seek constructive feedback, and participate wholeheartedly in academic discussions. He highlighted that impactful research is a long-term pursuit whose contributions extend beyond academia to influence industry, policy, and society. His address underscored the importance of collaboration, mentorship, and knowledge creation in shaping globally competitive researchers and advancing academic excellence.

Welcoming the gathering, Dr. Ateeque Shaikh, Co-Chair, Doctoral Consortium, described the consortium as a premier global platform for advancing marketing scholarship and fostering international research collaborations. Reflecting on his own doctoral journey, he highlighted the transformative power of research and encouraged scholars to embrace curiosity, perseverance, and continuous learning. He urged participants to actively engage with the distinguished faculty mentors and peers, making the most of the unique opportunities for academic exchange, collaboration, and professional growth offered by the consortium.

The inaugural ceremony concluded with a vote of thanks by Dr. Rashmi Ranjan Parida, Co-Chair, International Marketing Conference, who expressed heartfelt gratitude to all dignitaries, faculty mentors, and the organizing team for their invaluable support. He concluded by expressing confidence that the four-day consortium would inspire meaningful research, foster global collaborations, and create lasting academic networks.

 This was followed by the national song, National Anthem, and a networking session. The event set the stage for four days of insightful deliberations, knowledge exchange, and global academic collaboration. The first day of the doctoral consortium featured a series of enriching masterclasses by globally renowned scholars, including Prof. Rajendra Srivastava on Marketing–Finance Interface; Prof. David W. Stewart and Prof. Piyush "Pi" Sharma on Linking Marketing Investments to Financial Performance; Prof. Babu John-Mariadoss and Prof. Shankar Ganesan on The Future of B2B and Interfirm Relationship Research; Prof. Denish Shah, Prof. Kartik Kalaignanam, and Prof. Piyush "Pi" Sharma on Publishing Cutting-Edge Quantitative Research; Prof. K. Sivakumar on Balancing Focus and Variety for Research Impact; Prof. Russell W. Belk and Prof. Tanuka Ghoshal on Understanding the Consumer Mind: Qualitative Research; and Prof. Denish Shah, Prof. Matilda Dorotic, and Prof. Pallab Paul on Rethinking Human–AI Interaction. 

The day concluded with an interactive Global Café, followed by a vibrant cultural programme by the Jammu & Kashmir Academy of Art, Culture and Languages (JKAACL), celebrating the region's rich cultural heritage.The 13th AIM–AMA Sheth Foundation Doctoral Consortium reaffirms IIM Jammu's commitment to nurturing world-class research, fostering global partnerships, and shaping the future of marketing scholarship in the AI era.