Two students from BMS-IB- 2021 batch, Fathima Shefna, and Fathima Shaza presented their first research paper at JAIN ICON 2023, an international conference by Jain University.

The research was based on the topic ‘Impact of customer relationship management on customer retention with special reference to MSMEs in Ernakulam district’. The study signifies the importance of CRM in customer retention, and how it proved to be a beneficial competitive marketing strategy for MSMEs in the dynamic world of business. The study can help the new upcoming enterprises as well as struggling enterprises to sustain and withstand competition via CRM, in a fast-changing city like Kochi with an excessive competition where small enterprises are struggling to survive. The study can be useful for MSMEs in the era of globalization and vastly diversifying markets.