MSP Research Academy was founded in 2016 by Prof. Suraksha Gupta to bring together academics and industry leaders in the fields of marketing, strategy, and policy. The academy aims to create a global network where experts can share knowledge, collaborate, and develop impactful research that benefits both businesses and society. The academy recognizes outstanding contributions through the TARA Lifetime Achievement Award for scholars and the TARA Best Practices Awards for businesses. It also supports learning and innovation by providing scholarships and grants to researchers and students. MSP Research Academy brings together experienced professionals and researchers who have made significant contributions to their fields. It helps connect scholars with industry leaders, allowing them to exchange ideas and develop business models based on thorough research. By doing this, the academy ensures that businesses can apply scientific insights to real-world challenges and stay competitive in a