Dr Sivakumar, the professor of marketing at Lehigh University, at an international lecture series organised at Chandragupt Institute of Management, Patna (CIMP), on Friday. The topic of the lecture was “Global orientation, local realities: Enhancing and leveraging research in India and other emerging markets”. Sivakumar discussed the different types of research, the need for it and the impact it has on the society. He also talked about how research becomes very important in the developing world. As the social and economic conditions are constantly changing, methodologies need to be customised. CIMP director V Mukunda Das promised to initiate research at the institute that would revolutionise not only Bihar but also India. Text by Roshan Kumar, picture by Nagendra Kumar Singh