Sunday, October 31, 2010

Strategic Brand Management for B2B Markets - by Prof Sharad Sarin (XLRI Jamshedpur)

From XLRI Blog

Strategic Brand Management for B2B Markets

by Prof Sharad Sarin (XLRI Jamshedpur)

Sage Publications (Response Books)
ISBN: 9788132105220

This book aims to uncover the hidden and unexploited power of leveraging from the concept of brand and brand building for B2B marketers. It focuses on the need of B2B marketing from the point of view of Indian markets and economic conditions at home.

With extensive discussions on the three most respected corporate brands in India—Tata, Larsen & Toubro and Infosys—the author demonstrates how these companies have created value through brands and how their branding initiatives are benchmarks in their journey to success. With three decades of experience as an academician and consultant in B2B Marketing, the author argues that a brand-driven business can accelerate the transformation of all the big and small B2B marketers to gain competitive advantages. He advocates the need is for a holistic brand management approach and illustrates his point through six case studies of leading brands

Prof Sharad Sarin (B.E. (Jodhpur), PGDBA (IIMA), Ph.D. (Pune)) has been with XLRI since 1976. Before joining XLRI, he worked in industry for four years. He is currently on the Boards of XLRI Jamshedpur, Mudra Institute of Communications, Ahmedabad and Tata Refractories Limited. Over the last 30+ years, he has been a corporate consultant to several large and well-known Indian companies. He has conducted more than 100 programmes and workshops on Strategic Marketing, Industrial Marketing, Relationship Marketing, Strategic Management and Customer Satisfaction, both in India and abroad. He has been Visiting Faculty to IIM-Ahmedabad, University of Colorado at Boulder and Rhode Island in the USA. His areas of interests are: General Marketing, Industrial Marketing, Competition and Globalization, Relationship Marketing and Marketing’s Role in Development.

Prof Trishit Bandyopadhyay's book: A Regional Energy-Economy Model - A Case Study Of Karnataka

From XLRI Blog

A Regional Energy-Economy Model - A Case Study Of Karnataka: Incorporating penetration of new and renewable energy technologies in a multisectoral intertemporal optimizing framework

by Prof Trishit Bandyopadhyay, XLRI Jamshedpur

Publisher: LAP LAMBERT Academic Publishing (14 Oct 2010)
ISBN-10: 384335992X
ISBN-13: 978-3843359924


It is widely being acknowledged that renewable energies will become important in future and we are already getting a glimpse of that now.In order to study the impact of penetration of new and renewable energy technologies in a regional economy,under a planning and policy analysis context,-it is often desirable to have a unified framework which integrates all forms of energies,both conventional and renewable,that have reasonable potential of being harnessed.This integration has been achieved here by developing a multisectoral intertemporal optimizing model which allows the study of interactions between the energy sector and the regional economy and thus would be a valuable tool for energy planning and policy analysis.Equity related goals could also be introduced into the model,as shown in the book while assessing the impact of gap reduction in per capita household energy consumption as heat between rural and urban areas.The working of the model has been demonstrated by energising it with data from the state of Karnataka,India.The energy policy analysts,the regional planners,and students including practitioners interested in applications of optimizing models should find this book useful.

Prof. Trishit Bandyopadhyay, B.Tech(IIT Kharagpur), Fellow(IIM Bangalore] teaches Strategic Management of Technology, Innovation and Operations at XLRI Jamshedpur. He has earlier worked in public and private sector organisatons in areas such as Electronic Switching R&D, Project Implementation and Production Management.

Thursday, October 21, 2010

XLRI lab to map marketing future

From The Telegraph

Jamshedpur, Oct. 19: XLRI inaugurated its behavioural marketing research lab today and organised a panel discussion — Maxi Mindscapes — to peek into the pros and cons of neuroscience marketing.

The lab, the first of its kind in the country, will delve deeper into people’s minds to know the emotional reasons influencing consumer choices.

The panel discussion comprised of experts from various fields who explained the applications of neuroscience marketing. The meet was aimed at framing a roadmap for the institute and understanding the merits and limitations of the application. The initiative has already got the nod of XLRI director Father E. Abraham.

“XLRI has always been a pioneer in innovations. I hope the initiative will set higher benchmark in knowledge,” said Father E. Abraham.

Planned by Marketing Association of XLRI (Maxi), the laboratory will work on the behavioural patterns of consumers. “We are ready and will start work as soon as we get projects,” said Maxi secretary Vinayak Mehta

Neuroscience plays a revolutionary role in research and marketing. When used with established research techniques, neuroscience-based research can add powerful new insights. By employing techniques of eye tracking, brainwave measurement, et al, marketers might get a whole lot of hitherto unknown information.

Friday, October 08, 2010

A Colloquy with Dr. Pranabesh Ray, Dean (Academics), XLRI

From Cool Avenues


 As GMP students come in with substantial work experience, we have tried to structure the course towards solving practical business problems rather than provide theoretical knowledge alone
The goal was to address the unique needs of the participants who have rich work experience and are coming back to school to position themselves as future business leaders. Since the participants have rich work experience, it is possible for us to make the program much more rigorous than our two year programs. This also leads to much richer class discussions and peer learning,” says Dr. Pranabesh Ray, Dean (Academics) – BM, PMIR and GMP, XLRI.

CoolAvenues.com, in its endeavor to bring most relevant information to MBA aspirants as well as corporate recruiters, keeps on bringing details about the most happening courses and management colleges in India.
Following this trend at CoolAvenues.com, we decided to speak to Dr. Pranabesh Ray Dean (Academics)– BM, PMIR and GMP, XLRI. Dr Ray has been teaching in XLRI for more than 15 years. He joined XLRI after about a decade of corporate experience, both in the private and public sector. His teaching, consulting and research are in the areas of Human Resource Management with special emphasis on Managing Redundancy, Managing Negotiations, Performance Management, Union Management Corporation, and Employment Relations in the service sector.
Here he gives an insight into the Executive Postgraduate Diploma in General Management—curriculum, target students, selection criteria, fee structure, scholarships and much more. Read on…

Q. What has been the guiding principle at XLRI, which distinguishes it from other B-schools of the country?
In last 60 years of our history, one of the values which we have held supreme is our commitment to "Magis" which means “excellence in everything”. Besides the focus on developing managerial competence among our students, XLRI emphasizes the importance of developing a sense of social justice with the right attitude and values of discipline, dedication and commitment among all its members. An example of this is the fact that we were the first b-school in India to introduce courses in the area of business ethics and corporate citizenship. We have a very unique XLRI culture which gives all of us freedom to choose and pushes us to outperform ourselves, each day.

The result is that our students have achieved great success not only in the world of profits and market capitalization but also in the areas of social responsibility and societal change.

Q. What components have been added to the Executive Postgraduate Diploma in General Management of XLRI to ensure that it acts as a value addition to employees who have considerable work experience and a prior qualification in management?
As the name “General Management Program” suggests, this program aims to expose the participants to all the streams of business management.

As GMP students come in with substantial work experience, we have tried to structure the course towards solving practical business problems rather than provide theoretical knowledge alone. The course has different modules such as village exposure program, International immersion program, adventure program, industrial visits, simulation games, etc. which prepare the participants on how to grapple with the dilemmas they would face in middle management roles after this program.

Q. In what ways is it different from the executive programmes offered by other colleges around India? How better is it from others?
The average experience level in GMP is about 6.5 years which is neither too high nor too low for executive education. We have noticed that at this experience level, a working professional has gathered useful industry knowledge and more importantly has a clearer sense of direction. This makes it easy for them to get back to school and learn fast for the long haul.

Starting with the current batch, GMP is now our flagship program. So it goes without saying that we take this program as seriously as we take our other programs. The same features which XLRI stands for – the faculty, the coursework, the infrastructure and the unique XLRI culture - make this program one of the best executive MBA programs in India.

Q. Generally MBA programs are of two years so have you compressed the two year curriculum to one year or you have redesigned the whole curriculum? Can you elaborate on this?
The goal was to address the unique needs of the participants who have rich work experience and are coming back to school to position themselves as future business leaders. Since the participants have rich work experience, it is possible for us to make the program much more rigorous than our two year programs. This also leads to much richer class discussions and peer learning.

Each year, we take a hard look at the students’ requirements and customize the courses accordingly. While doing this, we introduce new modules whenever necessary and remove parts of the courses which students find less relevant. It is a continuous and rigorous process.

Q. Is the course recognized by AICTE or AIU?
When we started GMP in year 1997, it was the first 1 year full time MBA program in India. The industry received the program whole heartedly and lack of AICTE approval was never felt to be an impediment to the success of the program.

Q. What made you launch this one year Executive Diploma in General Management?
In fact, we set the trend. GMP was launched in 1996 when no one had heard of a 1 year full time MBA program for executives. It was initially available only for executives of Tata group of companies, but we opened it to public in 2002 when requests from industry for such students started piling up. I can say that the industry wanted to build a strong middle management layer in their organizations and we responded with GMP.

Q. Who are your target students for this particular course?
The course is a general management program and is open for participants from all job functions and industry backgrounds. It is optimized for professionals with at least five years of relevant managerial experience. We believe diversity is important to facilitate rich classroom learning in such intensive programs and hence we welcome professionals from all industries.

Q. Please give a brief on the students' background and diversity in the current batch admitted at XLRI– in terms of age, gender, educational background, entrance test score cut-off, work experience, etc.
We get applications from a very diverse set of industries and job functions. The current batch is no different where the lowest age is 26 and the highest is 43. We have good representations from all industries and have many interesting student profiles. Detailed information about current student profiles can be found on our website www.xlri.ac.in.

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