Sathyanarayanan Ramachandran, Sundram Fasteners Associate Professor, Marketing, IFMR GSB, Krea University successfully presented his paper Design Thinking View on an affordable public bike-sharing project from India during the Academic Design Management Conference 2024 held at TU Delft, Netherlands, on 6 and 7 August, 2024. The paper was based on the innovative “Bikes of Bijnor” project as an illustrative case for design thinking and marketing orientation in public action programmes for multiple stakeholder benefits. He also enlightened the audience about planned vs intuitive processes with several Indian and transnational examples. The perspective was well received and greatly appreciated by the diverse global audience who attended this prestigious international conference.
