Institute of Management, Nirma University - Logo
Institute of Management, Nirma University - Logo

Thrust Areas

Thrust Areas

The Institute of Management has been one of the leading B-Schools in India since years. It is providing cutting-edge education and research in key areas like Marketing, Finance, Human resources, Operations, Strategic management, and Information Management. Responding to the requirements of market dynamics and the latest development in the domain and also to enhance the productivity and sustainability of management research scholars, the research thrust areas are developed and regularly updated.

The process of developing the thrust research areas includes:

  • SWOC Analysis of the current research of the institute
  • Benchmarking with peer institutes
  • Current and latest development in the domain
  • Industry trends
  • Relevance of the thrust areas of research with Industry 4.0
  • Mapping SDG goals, NEP goals, Funding Agencies thrust area
  • Interdisciplinary areas for collaborative research


  • Base Erosion and Profit Shifting
  • Tax Planning, Tax Avoidance and Tax Evasion
  • Income Computation & Disclosure Standards and the Ind-Accounting Standards
  • Goods and Services Tax

Economic Policies

  • Indian Agriculture Study
  • Rural Health
  • Universal Health Coverage
  • Economic Inequalities
  • Rural Employment
  • Gender Issues
  • Evaluation of Public Policies Globalisation, trade and development
  • Public Finance
  • Environmental Economics
  • Entrepreneurial Economics

Strategic Management

  • Innovation Management
  • Firm Capabilities
  • Emerging Technologies
  • Startup Ecosystem
  • Business Sustainability
  • Healthcare Management
  • Technology Innovation Management

Information Technology

  • Implementation of m-Health or e-Health interventions
  • E-governance and development
  • Urbanisation and technology


  • Marketing of health services/hospitals
  • Customer satisfaction issues in healthcare delivery
  • Behavioural aspects of decision making


  • TRIPS and pharmaceuticals
  • IPRs in healthcare/ indigenous herbs


  • Incentive mechanism for consultants in hospitals
  • Motivation across various cadres of hospitals’  public as well as private

Social Sciences

  • Human-environment interactions and sustainability


  • Environment Tax
  • Environment Pollution

Manufacturing Excellence

  • Sustainable Manufacturing and Services Operations

Supply Chain Management

  • Supply Chain Analytics
  • Reverse Supply Chain
  • Healthcare Supply Chain Management

Business Analytics

  • Data Analytics
  • Symbolic data analysis
  • Application of data mining techniques
  • Big Data

Mathematical and Statistical Techniques Sustainable Manufacturing and Services Operations

  • Decision making with MCDM methods
  • Mathematical modelling and simulation of Business/Industrial problems
  • Statistics in Manifolds
  • Statistics in Interdisciplinary Areas
  • Computational Statistics


  • Impact of Supply Chain Practices on Financial Performance
  • Simulation, Risk analysis and Forecasting

Human Resource

  • Linking HR practices and Supply Chain
  • HR Analytics


  • Marketing Analytics
  • Consumer Analytics for Decision Making

People Management

  • Development Communication
  • Print and Electronic Media
  • Well-Being & Psychological Capital
  • Work-Family Balance & Productivity
  • Workplace Demographics & Gender Roles

Language and Literature

  • Humanities and Humanitarian Values
  • Language, Media and the Arts
  • Literature and Cultural Studies

Higher Education

  • Changing Paradigm of Higher Education
  • Quality Assurance for Excellence in Pedagogy & Experiential Learning in Higher Education

IMNU – Human Resource Management

  • Employee engagement
  • Performance management
  • Ethical issues in HRM etc.

IMNU – Marketing Area

  • Consumer behaviour
  • Customer relations
  • Marketing communication
  • Sales force behaviour etc.

IMNU – Finance Area (Behavioural Finance)

  • Cognitive dissonance amongst investors;
  • Over confidence of investors etc.

International Association of Business Communicators

  • Communication and Training and Development,
  • Communication and HR

Family Business

  • Ownership Structure
  • Succession Planning
  • Culture and Family Business Management
  • Internationalization of Family Business
  • Family Business: Its Philosophy and Strategy


  • High Technology Entrepreneurship
  • Entrepreneurship Education
  • Social Entrepreneurship
  • Transnational Entrepreneurship
  • Healthcare Management
  • Entrepreneurship Ecosystem and Stakeholder Interactions


  • Strategic-Social Marketing, Entrepreneurial Marketing

Information Technology

  • E-Commerce Strategies, Strategic Information
  • Technology Management

ICT & Society

  • e-Governance,
  • e-Commerce

Enterprise Applications

  • ERP, CRM, BI

Emerging ICT Nuances

  • Industry 4.0 (Analytics, Big Data, AI & ML, IoT etc), IT Security & Privacy


  • Social Media and e-Commerce, e-Tailing


  • ICT for Microfinance


  • ICT for Productivity
  • Employer branding and Talent Acquisition
  • Human resource analytics for organisational sustainability
  • Managing Gender Equity
  • Ingratiatory Behavior
  • HRM and Technology, the Impact of AI
  • Engagement of Gig Workers
  • Mental Well Being
  • Digital leadership
  • Career Mobility
  • AI and Team Empowerment
  • Reimaging Training
  • Psychological Contract
  • Triple bottom line & HRM
  • Green HRM
  • Entrepreneurial HRM Practices and Succession Planning
  • Employer Branding
  • HRM Analytics
  • Cross Cultural Leadership
  • Global Business Leadership
  • Consumer Decision Making
  • Marketing Analytics for Business
  • Online Retailing
  • Sustainable Marketing
  • Buyer-Seller Relationships
  • Marketing through Digital Channels
  • Co-creation with Customers
  • Non-Profit Marketing
  • Strategic-Social Marketing
  • Role of Media in changing times
  • International Business
  • Hospitality and Tourism
  • Behavioural aspects of decision making
  • Optimizing ROI through Social Media
  • E-tailing
  • Fashion and Luxury Retailing
  • Artificial Intelligence
  • Green Marketing
  • Sustainable Consumption
  • Health Care Insurance
  • Corporate Reputation