The December issue of Indian Management focuses on how COVID-19 is reshaping buying behavior of
Ambi Parameswaran, an independent brand coach, best-selling author, and founder, brand-
building.com illustrates how COVID-19 has effected a clear shift in consumer behaviour, but also asks a
pertinent question: “will it stay for long?” Sridhar Samu, Senior Associate Professor, Great Lakes
Institute of Management and Anubhav Mishra, Associate Professor, Jaipuria Institute of Management
write that though COVID-19 has invariably shaped a new buying paradigm, businesses have umpteen
ways to leverage it. R Sumitra, Chief Manager and Faculty, Baroda Apex Academy opines that companies
need to periodically reassess the business environment and explore ways to rebuild consumer
confidence, especially during difficult times.
Indian Management strives to be a monthly management journal of high Quality targeted at middle and senior managers. It aims to be a credible source of insight, information and inspiration for management professionals. Through in-depth features, articles, live cases and caselets, research analysis, reports, reviews etc., based mainly on Indian experiences, Indian Management endeavors to consistently deliver to its readers a Journal that explores and imbibes the available knowledge and best practices pertaining to all aspects of management.