IIM Calcutta – Stern NYU Marketing Conference 2022


24th and 25th January, 2022: 6:00 PM to 9:30 PM
Virtual Conference

Greetings from IIM Calcutta and Stern Business School, NYU!

Stern has active research collaboration with IIMC for many years in the area of Finance and organizes an annual Finance research conference. In 2020, we decided to have a Marketing conference (as part of the finance conference) and it was quite successful. In 2022, we would like to initiate an IIM Calcutta - Stern NYU Marketing Conference.

The first edition will be conducted as a virtual conference and coordinated by IIM Calcutta. In the first edition, we want to restrict the conference to the three IIMS (A, B and C) and Stern Business School.

Conference Organizing Team

Prof. Saravana Jaikumar (Marketing Group, IIM Calcutta)

Prof. Durairaj Maheswaran (Marketing, Stern NYU)


Day 1 - 24 January 2022
6:00 PM to 6:15 PM Introduction and Curtain Raiser Durairaj Maheswaran (Stern) and Saravana Jaikumar (IIM C)
6:15 PM to 6:45 PM “What the Fork!” Minced-oaths in Branding Increase Brand Preference Tanvi Gupta (IIM U), Sukriti Sekhri (IIM A) and Swati Garg (IIM U)
6:45 PM to 7:15 PM Spillover Effects from an Online Marketplace Brand to a Product Brand under Conditions of Distribution Exclusivity Ritika Sharma (IIM C), Prashant Mishra (NMIMS) and Saravana Jaikumar (IIM C)
7:15 PM to 7:30 PM Break
7:30 PM to 8:30 PM Invited Talk: Monetizing Smartphone Data for Improving Business and Society Anindya Ghose (Stern)
8:30 PM to 9:30 PM Working Paper Presentations I
Cross Market Alliances: Is There a Better Option than Collusion?
Understanding the Effect of Affect on the Favourability of AI- Based Recommendation Systems for Customers
Impact of Auction Closing Mechanism on Price Discovery: Evidence from Tea Auctions in India
Sai Siddharth (IIM A)
Akshay Jyothiram Iyer (IIM A)
Mahadevan B (IIM B), Sreelata Jonnalagedda (IIM B) and Ravikanth Vazrapu (IIM B)

End of Day 1

Day 2 - 25 January 2022
6:00 PM to 6:30 PM Evaluating the Effect of Soda Taxes Using a Dynamic Model of Rational Addiction Jong Yeob Kim (Stern) and Masakazu Ishihara (Stern)
6:30 PM to 7:00 PM Perceived Financial Constraints and Normative Influence: Discretionary Purchase Decisions Across Cultures Malika Malika (Stern), Durairaj Maheswaran (Stern) and Shailendra Pratap Jain (Foster School of Business)
7:00 PM to 7:30 PM Is More Always Better? Product Availability, Consumption and Marketing Influences at the Bottom of the Pyramid Shehzala (IIM A), Anand Kumar Jaiswal (IIM A) and Vidya Vemireddy (IIM A)
7:30 PM to 7:45 PM Break
7:45 PM to 8:15 PM Clash of the Titans: Aggregators versus Critics, and the Winner is? Sreelata Jonnalagedda (IIM B), Vedha Ponnappan (IIM U), Mauli Soni (IIM B) and Ashish Kumar (RMIT Melbourne
8:15 PM to 9:15 PM Working Paper Presentations II
The Impact of Platform’s Signalling Efforts on Customer Experience: The Case of Access-Based Services
The Price of Being a Proud National: Negative Influence of National Pride on Stereotyping
Dhriti Mahadevan (IIM B)
Athi Karthick V (IIM A) and Dhruven Rajesh Zala (IIM A)
9:15 PM to 9:30 PM Vote of Thanks Saravana Jaikumar (IIM C)

End of Day 2

Call for Papers

We request interested faculty and doctoral candidates from IIMs A, B and C, and Stern Business School to submit an extended abstract to participate in the conference.

While the research work may have been conducted in collaboration with scholars from other institutes, the presentation should be done by the scholar from IIM A, B, C and Stern Business School (as we have limited registration to only these 4 institutes for the first edition).


  • A single pdf file with title, type of paper (refer below), authors (with affiliations) and extended abstract and select citations, if any.
  • Maximum word limit: 1,000 words
  • Times New Roman, font size 12 and double spaced

Type of Papers

  • Any topic related to the marketing domain
  • Type – Full paper or working paper
  • Working papers should have at least some preliminary findings (either from qualitative or quantitative research). In such cases, the participants may explain the studies conducted so far, and also explain the planned studies.


20 December 2021 Last date for sending the extended abstract
07 January 2022 Notification of acceptance
12 January 2022 Last date for registration (registration is free)
16 January 2022 Agenda and schedule will be sent to the registered participants


24th and 25th January 2022 - 6:00 PM to 9:30 PM IST


Please send your extended abstracts to iimc_stern_marcon@iimcal.ac.in with ‘IIM Calcutta – Stern NYU Marketing Conference Abstract Submission’ as the subject line.

Registration for the Conference

Faculty and PhD candidates who would like to attend the conference need to register using the form - https://forms.gle/98XawDa4Z39HjbK57 The virtual meeting (zoom) links will be sent to registrants closer to the conference date.

In case of any queries, please do not hesitate to contact the conference organizer – Prof. Saravana Jaikumar (saravana@iimcal.ac.in)