Share “When was the last time a serious academic came up with something new in the world of management? Not for the last 25 years. Practising managers are bringing the concepts to the table by experimenting with their companies”, asked Mr. Shiv Shivakumar, Group Executive President, Corporate Strategy & Business Development at Aditya Birla Group to hundreds of faculty and students during the virtual Marketing Conclave “Inside Marketing 2021” held at IFMR Graduate School of Business, Krea University. He said academics should be leading the way and not be following. He urged academics and universities to ensure that more real-world examples and interdisciplinary thinking be brought to learning as innovation is happening at the intersection of disciplines of study.