Jammu: The three day International Conference on „Cross-Cultural Management: Practice and Research” organized by International Centre for Cross Cultural Research and Human Resource Management, University of Jammu in collaboration with Association of Indian Management Schools (AIMS) concluded on 5th March, 2011Prof. Rajan Saxena, Vice-Chancellor, NMIMS University, Mumbai was the chief guest for the Valedictory function and Sh. Pankaj Soota, Vice-President (Business Head), Bharti Airtel, Jammu, Prof. Masyuka Susai, Nagasaki University, Japan and Prof. Ion Voicu Sucala, Universitatea Tehnica, Cluj-Napoca, Romania were the special guests for the valedictory function.
Prof. Rajan Saxena, Vice-Chancellor, NMIMS University, Mumbai in his valedictory address said that the convergence of technologies and consumers is driving the change in the consumer markets. He further said that homogenization of consumption is a natural consequence of globalization but in reality values in consumption are not necessarily same. For marketers ethno-consumerism is a major challenge to global consumerism. While concluding his presentation, he emphasized that marketing approaches require relativism to different cultures and cross cultural studies require understanding of an alien culture from its perspective. He congratulated the conference organizing team for selecting a very contemporary theme for the conference which is of high relevance.
Mr. Pankaj Soota, Vice President (Business Head), Bharti Airtel, Jammu extended the discussion on Cross-Cultural Management by sharing real life experiences and situations. He mentioned that cross-cultural orientation should be embedded in the corporate strategic process. He stressed on the relevance of active employee engagement and cultural sensitivity to achieve competitive advantage.
While presenting his remarks on the conference, Prof. Ion Voicu Sucala, Universitatea Tehnica, Cluj Napoca, Romania, reflected on the commitment of faculty, scholars and students in University of Jammu towards research. He also apprised about the possibility of more such knowledge sharing collaborative platforms in the near future.
Prof. Mayuku Susai, Nagasaki University, Japan, pointed out that he was highly amazed to see the way in which the conference had been organized and appreciated the inputs of the paper presenters which were of a very fine quality both in content and nature.
Prof Neelu Rohmetra, Director, The Business School and ICccR and HRM, University of Jammu, in her address said that this Conference is a landmark achievement for the Centre and announced that a research compilation in the form of a book shall be released this year. She also announced the Best Paper Award of a cash prize of Rs. 5000/- which was won by Dr. Shalguna Sarkar, Assistant Professor, Institute of Public Enterprises, Osmania University, Hyderabad.
In his concluding remarks, Prof. B.C. Sharma, Dean Student Placements, University of Jammu stated that one should respect the differences in cultures and leverage one’s own culture in business. He also stated that research within one country can also contribute a lot in the success and growth of business. Dr. Rachna Gupta, Assistant Professor, The Business School conducted the proceedings of the function.
Earlier during the day, technical tracks were conducted which were chaired by Prof. A K Saihjpal, Vice-Chancellor, Baddi University of Emerging Sciences & Technology, Baddi and co-chaired by Dr. Vinay Chauhan, Associate Professor, TBS. Ms. Saloni Devi, TBS, Assistant Professor, TBS was the coordinator for technical track.
