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Sunday, July 13, 2025 4:04 PM

IIM Lucknow

IIM Lucknow Faculty Research Reveals How Diversity & Inclusion Initiatives Shape Consumer Choices in Hospitality

Indian Institute of Management Lucknow faculty Prof. Vishakha Chauhan explores the ways in which Diversity, Equity, and Inclusion (DEI) initiatives influence consumer decisions in the hospitality industry. Published in the Journal of Hospitality Marketing and Management, the collaborative research emphasises that encouraging diversity and inclusion has now become a strategic requirement for hospitality brands to effectively serve an increasingly diverse customer base. The study examines how DEI initiatives affect consumer sentiments, brand integrity, and purchase decisions through two controlled experiments. Ø  The first experiment examines how DEI commitments influence brand attitudes in the context of a fictitious hospitality brand Ø  The second experiment builds on these findings using a real-world hotel brand. Based on the experiments, the research team from IIM Lucknow, IIM Sambalpur and Lal Bahadur Shastri Institute of Management, Delhi, found that consumers have a favorable opinion of hospitality brands that actively use DEI initiatives in hiring, training, marketing, and customer service. Additionally, DEI initiatives also influence brand integrity in a positive way, which enhances consumer perception. Also, compared to socially conscious customers, materialistic customers are less impacted by a hotel’s DEI initiatives. These insights highlight the necessity of customised marketing approaches that appeal to different customer segments. Speaking about the significance of this research, Dr. Vishakha Chauhan, Assistant Professor, Marketing, IIM Lucknow, said, “The hospitality and tourism sector is exposed to a diverse segment of consumers globally; hence it is extremely crucial for this industry to adopt diversity, equity and inclusion practices. Our research presents empirical evidence of the positive impact of these practices on how consumers perceive and choose a hospitality brand” The study underscores that it is important for the firms to match their advertisements with genuine internal processes, as simply showcasing diversity in advertisements is insufficient. Transparent communication regarding diversity and inclusion initiatives, workforce policies that encourage genuine inclusivity, diversity training for staff to enhance customer experience, and authentic representation of marginalised communities in campaigns and events are all examples of effective DEI techniques. For example, hospitality brands hosting LGBTQ+ Pride Month celebrations should collaborate with the represented communities to maintain credibility and consumer trust. With consumers, especially younger generations, aligning more with brands that reflect their values, DEI initiatives are not just moral obligations but also effective economic strategies. This research provides hospitality leaders with actionable insights to strengthen brand reputation, build consumer trust, and enhance competitiveness in an increasingly diverse marketplace. The complete study is available in a research paper co-authored by Dr. Vishakha Chauhan, Assistant Professor, Marketing, IIM Lucknow, Dr. Aqueeb Sohail Shaik, Assistant Professor, Strategy, IIM Sambalpur, and Dr. Mansi Gupta, Assistant Professor, Marketing, Lal Bahadur Shastri Institute of Management, Delhi. Disclaimer: This report is generated from PR/ PRO services. ‘ArdorComm Media’ holds no responsibility for its content.

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IIM Lucknow Partners with TalentSprint to Launch 10-Month Executive Program in Sales and Marketing

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The Indian Institute of Management Lucknow (IIM Lucknow) has announced a strategic collaboration with TalentSprint to offer an innovative 10-month Executive Program in Sales and Marketing. This program is tailored for working professionals, combining IIM Lucknow’s academic expertise with TalentSprint’s proficiency in delivering online executive education. Meeting the Demands of a Customer-Centric Future As businesses increasingly shift towards customer-centric models, the importance of aligning sales and marketing functions has become more crucial than ever. A recent Forbes report states, “The future of business is customer-centric, driven by technology.” This is especially relevant in sales and marketing, where personalized customer experiences are key to success in 2024 and beyond. In light of these evolving demands, IIM Lucknow’s Executive Program, designed in collaboration with TalentSprint, prepares professionals to anticipate customer needs, build resilient brands, and foster cross-functional integration for organizational growth. Breaking Down Silos in Sales and Marketing The traditional division between sales and marketing is no longer viable in today’s dynamic marketplace. Professionals must adopt a holistic approach that encourages collaboration between these two vital functions. IIM Lucknow’s program focuses on equipping participants with the necessary tools to deliver consistent value throughout the customer journey by fostering innovation, agility, and cross-functional cooperation. A Career-Accelerating 10-Month Program The program offers cutting-edge strategies and tools essential for thriving in a competitive business environment. With a focus on enhancing professionals’ capabilities, it aims to prepare participants for real-world challenges, helping them build stronger brands and drive organizational success. Sabyasachi Sinha, Chairperson of Management Development Programs at IIM Lucknow, highlighted the program’s flexible structure: “With executive-friendly weekend classes, over 150 hours of interactive sessions led by distinguished faculty, and a 5-day campus immersion experience, this program is crafted for busy professionals who are committed to advancing their careers.” A Forward-Thinking Approach to Education Dr. Santanu Paul, Founding CEO and MD of TalentSprint, emphasized the innovative nature of the program, stating, “Participants will gain not only the latest tools to navigate the digital landscape but also a strategic understanding of how sales and marketing functions interconnect in today’s business world.” This partnership between IIM Lucknow and TalentSprint marks a significant step in providing future-focused education that prepares professionals to excel in a customer-centric, technology-driven business environment. Source: Shiksha

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IIM Lucknow and Emeritus Launch 10-Month CEO Development Program

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IIM Lucknow, in partnership with Emeritus, has introduced a Chief Executive Officer program that spans ten months. This program aims to provide extensive leadership development and equip senior executives with the tools, strategies, and insights needed to excel in their roles and drive business growth. It is open to individuals with a minimum of ten years of work experience who aspire to become CEOs and want to further enhance their abilities. Upon successful completion of the Chief Executive Officer program, participants will be equipped to meet customer expectations, foster societal engagement, build brand trust, demonstrate purposeful leadership for effective change management, cultivate an innovation culture driving digital transformation, and revamp business models for strategic growth. This program is also tailored for leaders with at least a decade of work experience who are new to the CEO role or have recently founded a company. It emphasizes adaptability in the dynamic business environment, change management, strategic decision-making, organizational performance, functional expertise, and critical thinking. The program’s main objective is to prepare CEOs to lead by promoting innovation within their organizations. It offers a blend of immersive online learning led by IIM Lucknow faculty and industry experts, combined with an on-campus experience at the IIM Lucknow campus. Additionally, participants engage in a capstone project under the guidance of IIM Lucknow faculty, business simulations like Capstone simulation and Strategy Simulation on Balance Scorecard, and opportunities for peer-to-peer learning. The program is carefully designed to help leaders develop practical, industry-relevant skills that will inspire their teams towards innovation and sustainability. Eligibility for the program includes graduates (10+2+3), diploma holders (10+2+3), and postgraduates with a minimum of ten years of work experience. The classes for this program are scheduled to commence on December 30, 2023. The total fee for the ten-month course at IIM Lucknow is Rs 5,60,000, excluding GST. Participants who successfully complete the program will receive a certificate of completion and gain access to IIM Lucknow’s executive alumni network.

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