Jaideep Prabhu, Professor of Marketing, Jawaharlal Nehru Professor of Indian Business & Enterprise and Director of the Centre for India & Global Business (CIGB) at Cambridge Judge Business School, speaks about the perils of being a celebrity.
“Films of all kinds are a wonderful source of insight into and data on how societies and economies are at a point in time as well as how they evolve over time. Documentaries provide a more factual insight into, and record of, how economies and societies are and evolve. But even feature films that explore fictional stories can be studied by researchers to make inferences about how individuals and groups behave and make choices that have social and economic implications. For instance, my co-authors and I have used a database of Indian feature films set in the chawls of Mumbai from the 1960s onwards to understand how the use of energy and appliances in lower to middle income homes has changed over time,” Jaideep says.
Read the full article [thehindubusinessline.com]