Management students from Mumbai’s Universal Business School, known as one of the most innovative B Schools in the country, have published over 50 research papers and case studies for the academic year 2022-2023.
“We are expecting at least 50 -75 such research papers and case study submissions on a variety of management-specific topics from our students in this period. At Universal Business School we encourage students to draft research papers and case studies on different academic areas, under the guidance of our professors. It is an excellent way of engaging the students by bringing real-life experiences to the class. It helps in building their research and judgement skills,” shares Tarun Anand, Chairman, Universal Business School.
An initiative of the Research Department and Case Research Centre at the Universal Business School, students are exposed to broadened perspectives from the professors of their respective teams while drafting and unriddling a case or writing a research paper, improving their problem-solving abilities and capability of handling pressure of dealing with cases based on topics that might be new to them.
“To my knowledge we are probably one of the few institutions across the world where students write research papers and publish on such a large scale. There are many top institutions in the world who may have some students as part of research assistance or as co-author but not for every student. In fact, we provide Grades for writing and publishing the research paper. Universal Business School students are 'Scholar -Practitioners' because they do research and practice experiential learning which gives them real practical exposure and learning in Management Education,” shares Prof. Guruprasad Muthuseshan, DY. Director - Research & HOD - GM, Universal Business School.
Student case studies and research papers this year cover a diverse range of topics including rebranding, emerging green product marketing, new sunrise industries, and their start-up business models, changing trends in the banking sector and so on.
One such research paper titled ‘From Fair to Glow- Reimagining Beauty’ by Heena Harlalka & Aayushi Goenka talks about the impact of the brand name change from Fair & Lovely to Glow & Lovely. Hindustan Unilever Ltd. renamed its flagship skin lightening cream brand 'Fair & Lovely' by removing the word within the name and later renamed it as' Glow & Lovely', as it set out to get rid of words that propagated racial stereotypes. The men's variety of the merchandise is known as 'Glow & Handsome'. The company also declared that it will prohibit using discriminatory 'White/Whitening',' 'Light/Lightening' from all its packs and communications. The paper attempts to compare the performance of the brand pre and post rebranding exercise and evaluates the perception of consumers towards the new brand Glow & Lovely.
Another interesting research paper on the payment applications and changing trends of banking by Raviraj Sharma, Adwait Deo, Akshay Awasthi has focussed on the factors which inclined the consumers toward the adoption of digital payment gateways. The results together indicate that the upcoming generation will adopt the advanced technologies for making payments which will fulfil the aim of a cashless economy. The cash transactions would become obsolete to them. In the study it is observed that a large amount of people are aware of the electronic payment system and more and more people are knowing about it.
Consumer Perception and Factors which influence the Adoption of Packaged Drinking Water or Mineral Water Consumption by Aditya Tyagi, Dhruvika Tiwari, Abhishek Shukla is another such paper. Individual use of bottled water in India is increasing as a result of rising health awareness, poor tap water quality, and easy availability of bottled water. Bisleri, PepsiCo, Coca-Cola, and Parle are among the top five participants in India’s packed bottled water sector. Due to insufficient infrastructure, these firms are having difficulty entering small towns and villages, creating a chance for emerging regional competitors to establish a foothold in regional markets. High bottled water sales are an expanding sales industry; nevertheless, this varies with demand arising from social services and business events, particularly water supply or bottled water bottles. Players have begun to join the mixed waters bags with low prices in order to capture all sectors of society.