Guest editorial

摘要

It gives me great pleasure to introduce to the readers of Journal of Asia Business Studies this special issue which contains some of the best papers presented in the First International Marketing Conference organized by the Indian Institute of Management Kashipur during 2015, held at the India Habitat Center, Delhi. The theme of the Conference was "Globalizing Brand India: Opportunities and Challenges". The conference witnessed participation of more than 60 presenters from IIMs, NTs, NITs, FMS, IMT, ISB, IMI, LBSIM, etc to name a few. Total number of papers received were more than 100. A fair number of papers were received under various tracks, such as: 1. interface of international marketing, economics, public policy and strategy; 2. understanding the transformation of consumer India; 3. demographic trends in India and rural marketing strategies; 4. services marketing strategies; 5. digital India; 6. brand co-creation; and 7. opportunities pertaining to infrastructure for "Transformational India". Original papers of high quality were accepted for presentation.