In today’s globalized world, research is crucial for the long-term viability and development of any academic institution and is essential for knowledge-based growth. Research is rooted in the ‘pursuit of knowledge’. It has always been human nature to seek knowledge and discovery, but when new knowledge is curated by the right people and made available to the right people, it has the power to bring about high-value change and impact the world positively. Aside from improving society and bringing about positive change, research has a direct and positive impact on teaching and learning.
We at FIIB have the privilege of having a wealth of such ‘right people’- our talented faculty members, dedicated to nurturing our students, preparing them for success, and discovering new knowledge and ideas to improve the world through their impactful research.
Let’s take a look at the brief synopsis of research conducted by some of our prestigious faculty members, which will advance society, strengthen the economy, drive innovation, and address some of the most vexing and challenging problems our world faces.
Prof Snigdha Malhotra, Assistant Professor of OB & HR, FIIB
Prof Snigdha Malhotra’s research paper on “Building resilience for the sustainability of MSMEs post-COVID-19 outbreak: An Indian handicraft industry outlook” aimed at evaluating the challenges and providing implications for the handicraft industry. The objective of the research was to understand how to enhance the resilience of MSME’s supply chain operations during uncertain pandemic disruptions while maintaining the viability and sustainability of operations post-COVID-19. Moreover, the study involved assessing the impact of the COVID-19 pandemic on MSMEs and the critical challenges instrumental in bringing resilience to MSMEs. As a result of the study, the prominent challenges for MSMEs & the Indian handicraft industry were competition from machine-made products, insufficient government support and export incentives, and ineffective management concerns and response to internationalization.
Dr. Kokil Jain, Professor of Marketing, FIIB
Dr. Kokil Jain’s research paper on “Voice of the stars – exploring the outcomes of online celebrity activism” aimed at discerning how celebrities’ engagement in activist actions affects their brand value. The study integrates the concept of brand activism with celebrity branding and aims to explore the outcomes of online celebrity activism for the celebrity’s brand. Practically, the study offers crucial insights for PR and celebrity brand managers. It reasonably establishes an exciting and pertinent context of the role of digital platforms in mobilizing socio-political opinions induced and activated through celebrities. The findings of the study supported that perception of authenticity and hypocrisy affect attitude towards the celebrity and celebrity brand self-connection, which influences brand loyalty, identification, and intention to purchase the brands endorsed by the celebrity. The study also importantly builds on the consequence of an individual’s negative attitude toward the act of celebrity activism.
Prof Rahul Kumar, Assistant Professor of Finance, FIIB
Prof Rahul Kumar’s research paper on “Russia-Ukraine War and the global tourism sector: A 13-day tale” aimed at finding out how the global tourism firms and stock markets have reacted to the Russia-Ukraine war. Study findings showed that global tourism firms’ stock returns were negatively affected on the event day, then significantly positive, and then negatively affected afterward. In addition, the firms listed in the Americas have been insignificant post-event, although the cumulative effect of the war is still evident. As a result of these findings of the study, policymakers and investors will have more power to take strategic action against the effects of war.
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