IIM Ahmedabad, Nykaa sign pact to establish research chair in consumer technology

The partnership between IIM-A and Nykaa has been established with the aim of promoting the scientific practice of marketing.

The Indian Institute of Management Ahmedabad (IIM-A) has collaborated with Nykaa recently. The partnership has taken place by signing an agreement with Nykaa, to set up the “Nykaa Chair in Consumer Technology”.

To promote scientific practice of marketing

This partnership has been established with the aim of promoting the scientific practice of marketing. The focus will be on research and education that will present insights on the impact of digital, social, and mobile technologies on business models, customer behavior, and social changes at large and will facilitate the incorporation of AI and machine learning insights in a disrupted marketplace.

To measure role of the Internet & new media on consumers 

It will also deploy economic and statistical models to measure the role of the Internet and new media on consumer and firm behavior and understand the privacy-preserving future of digital advertising.

The Chair will also work closely with faculty members associated with the already-established Centres of Excellence in new age areas in technology such as Centre for Digital Transformation (CDT) and the Brij Disa Centre for Data Science and Artificial Intelligence (CDSAI).

Talking about the collaboration, IIM Ahmedabad Director, Professor Errol D’Souza said, “With advancements in technological innovations in the last decade, the nature of technology and its social-economic impact has significantly evolved. Consumer connectedness through virtual and augmented environments and increased usage of digital tools across cultures requires knowledge on aspects of consumer tech innovation. Through our partnership with Nykaa, we aim to work together on finding research solutions to some of the immediate, real-time questions in the consumer tech space. We look forward to bringing on board a talented, research-focused individual to take up this position at the institute.”

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