NACCMAR 2024 explores resilient innovations for sustainable enterprises

The 16th edition of the National Conference on Contemporary Management Research (NACCMAR 2024) was held on December 6, 2024, at Apeejay School of Management (ASM) in Dwarka, New Delhi. The conference was organised under the theme of Resilient Innovations in Sustainable Enterprises (RISE). This event brought together academics, professionals, and students from across India to explore the critical intersection of sustainability, innovation, and resilience in business practices.

The conference was initiated by prominent figures from ASM, including Dr Pragya Arya, Dr Vernika Agarwal, and other faculty members, to shed light on how businesses can adapt to environmental challenges while promoting sustainable growth and development.

The conference featured a series of thought-provoking sessions by distinguished experts from various fields. Key speakers and guests included Mr Dharmender Khajuria, Head, Network Partnerships at Bharti Airtel, who graced the event as the Chief Guest, Dr Samir Kapur, Director, Adfactors PR (an alumnus of ASM), as the Guest of Honour, and Mr Rajiv Puri, President, Indotag Solutions.

Their insights, combined with the academic rigour of research paper presentations, set the tone for an engaging and forward-thinking event. With over 50 research papers presented across multiple technical sessions, the event provided a platform for deep dives into the challenges and opportunities related to sustainable enterprises.

A ceremonial beginning with powerful insights

The event commenced with the ceremonial lighting of the lamp, followed by the formal welcome and presentations by the organising team. Dr Etinder Pal Singh, Deputy Director, ASM, along with Professor Sajal Mukherjee, Director, Apeejay Institute of Mass Communication (AIMC), and Dr Vernika Agarwal, presented bouquets to the guests. The attendees included both students from ASM and AIMC.

Dr Singh opened the conference with a compelling address, acknowledging the efforts of the organising team and the participation of researchers from across the country. He stated, “The concept of sustainability is not just a goal; it is a necessity in today’s rapidly changing business environment. As Robert Swan aptly said, ‘The greatest threat to our planet is the belief that someone else will save it.’ This event is a call to action for each of us to innovate responsibly and contribute to a sustainable future.”

He used real-world examples to inspire the audience like Levi’s Water-Less initiative, which dramatically reduced water consumption in the denim production process, and Tata Steel’s goal of carbon neutrality by 2045. These examples illustrated that sustainability isn’t just a buzzword but a tangible practice that can drive innovation and lead to positive change. He concluded by urging the audience to think critically about how they can contribute to sustainability in their personal and professional lives.

Professor Mukherjee delivered a compelling discussion on Integrating Innovations in Today’s Media Landscape. He began by reflecting on the rapid transformations that have shaped media, citing that we are in one of the most exciting periods of media innovation, with tremendous opportunities ahead.

Sharing his insights on media evolution, Professor Mukherjee said: “We’ve seen these transformations unfold throughout our careers and even from childhood until now. Today, we are in one of the most exciting eras of media and innovation, where opportunities are immense. To illustrate the changes and innovations, I’ll briefly delve into the historical evolution of media within the next ten minutes,” he shared. The professor emphasised that the rapid evolution of media and its innovations were transforming industries across the globe, particularly with the advent of AI and digital technologies.

Thought-provoking addresses

Following the opening remarks, the conference gained further momentum with addresses from distinguished dignitaries.

Mr Khajuria presented a comprehensive discussion on integrating Environmental, Social, and Governance (ESG) principles into the telecom industry. He highlighted how Airtel is taking the lead by investing in renewable energy like solar-powered towers, to reduce its carbon footprint.

“Sustainability in the telecom sector is not just about cutting costs; it is about redefining how we operate to ensure long-term profitability and environmental stewardship,” he stated and also explained Airtel’s efforts in strengthening technological resilience, especially in the wake of natural disasters. He concluded by emphasising that sustainability must be at the core of any business strategy, as it enhances social impact and drives innovation.

Dr Kapur explored the synergy between resilience, innovation, and sustainability in today’s volatile business environment. Drawing from his vast experience, he remarked, “Innovation is not optional in today’s world. It is a survival strategy. Companies that fail to innovate risk irrelevance.” He cited the disruptive impact of Jio in the telecom industry and the rapid adoption of AI tools like ChatGPT as examples of how innovation reshapes entire sectors.

He also reflected on how businesses must navigate through disruptions by fostering adaptability and resilience, urging enterprises to embrace sustainability not just as a corporate responsibility but as a growth driver. He encouraged participants to rethink traditional business models, integrating sustainability at their core.

Mr Puri offered a dynamic perspective on the transformative role of digital technologies in fostering sustainable enterprises. He recounted his career journey, illustrating how technological advancements like AI and data analytics have revolutionised business practices. “Innovation is the cornerstone of progress,” he shared.

“With digital transformation, businesses today have unprecedented opportunities to align growth with sustainability.” He also touched upon India’s economic transformation in the 1980s and 1990s, highlighting how those foundational shifts provided a fertile ground for the integration of sustainable practices in business. The keynote speaker urged students and budding entrepreneurs to embrace technology as a critical enabler for resilience and long-term success, advocating for a mindset that blends innovation with responsibility.

By sharing their expertise, the speakers provided the audience with actionable takeaways to navigate the complexities of modern business landscapes.

Research Paper Presentations: A platform for intellectual exchange

The conference’s intellectual depth was further enriched by the research paper presentations that followed. With over fifty papers presented in four technical sessions, the event provided a comprehensive exploration of resilient innovations across various business domains. Each presentation was allocated 10 minutes for the speaker to present their findings, followed by two minutes of Q&A and feedback.

The technical sessions included

Session 1: Focused on resilient innovations in consumer behaviour, retail, and urban sustainability, chaired by Dr Uma Gulati from the Institute of Technology and Science, Ghaziabad, and Dr Preeti Suryawanshi from ASM.

Session 2: Delved into leadership, employee well-being, and sustainable practices, with Dr Nusrat Khan from GD Goenka University and Dr Ishita Adhikari from ASM at the helm.

Session 3: Discussed innovations in supply chain management, technology, and sustainability, led by Dr Monika Kulshreshtha from the Institute of Innovation in Technology & Management and Dr Shalini Vermani from ASM.

Session 4: Covered resilient innovations in finance, investment, and corporate governance, chaired by Professor Ashish Kumar from GGSIPU and Dr Gaurav Dawar from ASM.

The conference also served as an invaluable platform for students, helping them understand real-world business challenges and innovations. Dr Pooja Chaturvedi Sharma, Assistant Professor, ASM, highlighted the importance of such conferences for students, stating, “These conferences are important for academicians, practitioners, budding research scholars, and, importantly, for our management students. Through these conferences, we not only network but also get to know the industry trends.”

Dr Vernika Agarwal, Associate Professor at ASM, shared a similar perspective, emphasising how such events help students develop critical skills. “Innovations are not always resilient; you need to make them resilient. Students gain a lot because conferences, in the long run, help them build their character and teach them how to present effectively,” she said.

Dr Uma Gulati, Professor and Chairperson of the MBA Programme at the Institute of Technology and Science, Ghaziabad shared her thoughts on how students showcased their research skills. “The best part of the marketing session is how the students logically present research, which is very fascinating. If you talk about other researchers or presenters, we found very interesting research papers on captivating topics. Overall, the session was excellent. The hospitality and coordination were great. The inaugural session was also impressive, with excellent technocrats presenting their views on the theme of the conference,” she stated.

Namrata Singh, a second-year PGDM student at ASM, shared her experience: “I specialise in marketing and operations. At the conference, we presented papers related to marketing, operations, and sustainable practices in HR, and finance. There were key learnings from this event, such as the paper on feminism and quick commerce, which are in high demand right now. Regularly, we also have soft-skill sessions and mentoring, where our teachers help us develop our presenting skills. The faculty is the best part of ASM, and I’m very grateful to them.”

Valedictory session and Best Paper Awards

The event concluded with a heartfelt Valedictory Session, where Dr Pragya Arya, Co-Convener of NACCMAR 2024, announced the Best Paper Awards in each technical session. The winners were:

Session 1: Ms Neha Tiwari from IMS University, Lucknow

Session 2: Sukriti Das

Session 3: Vipin Rawat, Research Scholar at Amity University

Session 4: Ms Garima Anand, Research Scholar at GGSIPU

By bringing together leading experts and researchers, the event proved to be an essential platform for fostering dialogue and collaboration. The diverse discussions and sessions not only offered intellectual insights but also emphasised the urgency of collective responsibility in addressing global challenges.

Overall, the NACCMAR 2024 highlighted the crucial role of innovation in achieving sustainability.