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What is the BANI world? Experts discuss how it can affect business 

Apeejay School of Management conducts 5th marketing conference to understand in-depth about the tech-driven new corporate world



Have you heard of the term BANI world?  This concept was coined by Jamais Cascio, American anthropologist, author and futurist, and the acronym became an important indicator for the corporate scenario in the post-COVID era. 

BANI comes from the words Brittle, Anxious, Nonlinear and Incomprehensible, and indicates unpredictable, chaotic situations that lead businesses to lose control over things and compel them to react to new situations promptly.

Thus to discuss further on the same, the Apeejay School of Management (ASM) in Dwarka held its 5th conference for marketing scholars and practitioners on the theme ‘New Age Marketing in BANI World’. The idea was also to understand in depth about the existing corporate world which is integrated with technology, innovation, data analytics and sustainability.

Held in hybrid mode, Dr Etinder Pal Singh, Deputy Director at ASM, gave his opening remarks during which he explained the BANI world and compared it to its predecessor VUCA (Volatile, Uncertain, Complex and Ambiguous’) world . He further mentioned how organisations across the world are using innovation and latest technologies in its marketing to meet the challenges posed by BANI world. He also shared interesting videos on latest tools such as ChatGPT, Time Slider and Neural Radiance Fields.

Further Prof Kamal Kishore, Dean at ASM, welcomed all the delegates, who had come to the campus and those present online for the paper presentation. In his address, he mentioned about the legacy and glory of Apeejay Education Group and Apeejay School of Management while mentioning about the strong research culture at ASM.  

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The welcome address was followed by a keynote address by Dr. Alka Munjal, Director, ASM, who mentioned, “New crises with no past give rise to new business models. And the BANI world is all about bringing new thinking to old problems. This is applicable to the education sector as well, where we can see this conference is happening in hybrid mode.” 

Drawing attention of the participants to the important changes taking place in the BANI world,  Dr Munjal gave 11 commandments to deal with this world. “Even the education sector has introduced the New Education Policy to meet the challenges of the corporate sector in this BANI age.”

Mr. Vivek Padgaonkar, Ex-Director – Project and Policy Organisation of Pharmaceutical Producers of India (OPPI) gave the keynote address during the conference inaugural. He gave an optimistic definition to the BANI world as a “World that can be bankable, nurturing, aware and intuitive.” He further mentioned about the impact of BANI on the pharmaceutical industry and gave the 5C’s framework (Cost, Capacity, Capability, Connection and Compliance) for improving the pharma value chain in the BANI world. 

The conference received an overwhelming response with delegates participating from all over the country and overseas. Entries for participation in the conference were received from institutions such as Swami Rama Himalayan University, Dehradun; Department of Hospitality Management, Graphic Era Deemed to be University, Dehradun, Uttarakhand, India; Dwaraka Doss Goverdhan Doss Vaishnav College; Teerthanker Mahaveer University, Moradabad; CT Group Of Institutions, Jalandhar; Guru Nanak Dev University, Punjab; Usha Martin University, Ranchi; King Khalid University, UAE; Amity Business School, Delhi; MIT World Peace University, Department of Management Studies, Jamia Millia Islamia and many others. 

Papers were presented across 4 technical tracks. These sessions were chaired by distinguished academicians like Dr. Rajashri Kadam, Dr. Sujit Kumar Patra, Dr. Etinder Pal Singh and Dr. Preeti Suryawanshi along with senior faculty members of ASM.

Harshita is Assistant Editor at Apeejay newsroom. With experience in both the Media and Public Relations (PR) world, she has worked with Careers360, India Today and Value360 Communications. A learner by nature, she is a foodie, traveller and believes in having a healthy work-life balance.

Poetic गुफ्तगू – With हुमेरा खान @poetsofDelhi