Welcome to the Fourteenth AIMS International Conference on Management organized by AIMS International - The Association of Indian Management Scholars International and MICA Ahmedabad. The conference is also supported by the International Forum of Management Scholars. The mission of Association of Indian Management Scholars International is to unify Indian management scholars to foster excellence in education and research, to advance knowledge, and support practice in all business and related disciplines. It organizes professional conferences, publishes a journal, and has embarked upon many other professional activities.

In 1991, the foundation stone was laid for what was conceived at that time as an institute of higher education that would serve the Advertising and Communication industry. MICA, erstwhile Mudra Institute of Communications, has evolved since then (and will continue to do so!) to serve the needs of the industry in the field of Strategic Marketing and Communication. Since its inception, MICA has built a niche for itself in India. The credit for this must go to the Students, Management, Faculty and Staff. MICAns are a unique breed – they work hard, play hard, fall in love with the picturesque campus, help keep it that way before going into the corporate world, do well and spread the good word about MICA. MICA’s vision is to create Leadership in Strategic Marketing and Communication. MICA is doing this through each of their courses that they have to offer – PGDM (C) with multiple specializations, FPM, CCC, MDP and various online courses. Within the flagship two year PGDM program they have led the way with the specializations on offer – Brand Management, Advertising Management, Market Research, Media Management, Digital Communications Management and Social Change Leadership. MICA has always strived to stay ahead of the curve by keeping its academic content and pedagogy relevant to prevailing and future industry needs. Today, it is the alma mater of professionals serving in leadership positions in some of the best known companies in India and the world, in marketing, brand management, research & analytics, advertising, media, digital and other related businesses.