Prof Ram Kumar Kakani (XLRI) co-authors book on Strategic Thinking

Strategic Thinking: Explorations around Conflict and Cooperation.
Saha, Biswatosh and Parthasarathi Banerjee and Ram Kumar Kakani
Sage Publications, Sept. 2011,
ISBN: 978-8-13-210690-6

Strategic Thinking is an exploration of the world of strategic action centered on the strategist actor who remains immersed in the multi-faceted conflicts and contests of the pragmatic life of business. This book explores the various modes through which nodes of power holders are formed or decimated in the organization. It embraces the twin dimensions of strategic motives-deterrence and novel market making-around the theme of governance, without conflating the differences between these differing motives riding on differing dynamics of decreasing and increasing returns.


Dr. Ram Kumar Kakani B. Tech (Andhra Univ.), Fellow (IIM Calcutta) is an Associate Professor of Finance & Strategic Management Area, XLRI Jamshedpur, India. He has worked with industry and was a residential scholar at Copenhagen Business School Denmark, Singapore, & U.A.E. He has authored and co-authored ten management books.

XLRI eyes sporty career

From The Telegraph

XLRI campus in Jamshedpur. (Bhola Prasad)

No, it’s not all play, but taking up sports marketing management as a career can seem like it. Especially when you get paid for a job that involves professionally managing the careers of idols, ranging from a Sachin to a Saina. 

Sports marketing management is on XLRI’s radar. The premier B-school in Jamshedpur is focussing on the scope of careers related to marketing methodologies in sport before launching a full-fledged course on the subject.

Globally, the sector worth around US$ 38 billion, involves innovative commercial plugging of a particular discipline as well as personalities associated with each.

Marketing Association of XLRI, popularly called MAXI, which is one of the societies of XLRI, will host “Dimensions of Sports Marketing” a symposium, which will be a part of the annual MAXI Mindscapes.

The symposium will comprise well-known sports and business personalities.

This is a much-needed warm-up to XLRI’s plans of launching a course in sports marketing management, as experts thrash out the pros and cons of the up and coming career option.

“Though the field is expanding rapidly, it is still relatively an uncharted territory. The meet will thus deliberate on what exactly the field is, what are its strengths and weaknesses. The symposium will also discuss marketing of any sport through various media,” said Sanjeev Varshney, faculty member of marketing and consumer behaviour, XLRI.

Big names who are expected to discuss the dimensions of sports marketing include CNN-IBN sports editor Gaurav Kalra, Athletics Federation of India president Adil Sumariwalla, World Sport Group senior vice-president (South Asia) Harish Krishnamachar, Innocean Worldwide group director (sports marketing and events) Tarun Chaudhry, and PipalMajik chief executive officer Chandradeep Mitra.

“We are seriously planning a course in sports marketing for students, but nothing has been finalised as of now. I hope this discussion helps us take a stand on the matter,” added Varshney.

The symposium will thus be a good opportunity for marketing students to search avenues in the emergent area, discover what management studies refer to as the SWOT — strengths, weaknesses, opportunities and threats — of any particular enterprise.

The discussions will also enrich XLRI’s faculty members, who can assess the potential of the field before taking the formal plunge.

In India at present, IIM-Calcutta and Mudra Institute of Communications, Ahmedabad, known as MICA, run courses in sports marketing.

XLRI to map speedster minds

From The Telegraph

Sanjeev Varshney, a marketing faculty member of XLRI, at the behavioural marketing research lab in Jamshedpur on Monday. Picture by Bhola Prasad

For XLRI, thrills on wheels for teenagers are all in the mind, which needs some urgent and hi-tech probing.

Young drivers swerving through busy roads, speeding and honking incessantly and cutting through fellow motorists are attitude problems.

Changing them will prevent accidents, hope the experts. Close on the heels of the tragic death of Mohammad Ayazuddin, former Indian skipper Mohammad Azharuddin’s son, who speed-crashed on an imported bike and more than a month after two teenagers were crushed to death in Ranchi, XLRI decided to map the brain of youngsters to understand the deadly thrills of speed.

The research lab of the premier B-school of the country, inaugurated on September 17, will undertake the study on drivers between the ages of 16 and 25 years to try and find a comprehensive solution that can be later used for social campaigns.

“We hope that the study brings about a change in teen attitudes with respect to behavioural and emotional aspects when they take to the wheel,” said Sanjeev Varshney, an XLRI marketing department faculty member.

He added there had been a surge of the number of road mishaps — most involving youngsters — in the recent past.

“We are very interested in trying to find out the lure of speed as far as schoolchildren and teenagers, who are most prone to rash driving, are concerned,” Varshney said.

Varshney, also the brains behind behavioural marketing research lab, expressed hope that research would help reduce the number of accidents.

“Youths need to change mindsets in order to undergo behavioural change. Thus, armed with the research results, we will definitely create social campaigns against speed,” Varshney said.

According to initial plans, the group of students selected for research will have to undergo a written test to help researchers peep into driving attitudes.

The respondents will participate in a group discussion in front of cameras. To know cognitive and emotional responses better, the target group will also play video games, wherein their behaviour will be measured directly by a direct response time machine. XLRI also plans to collaborate with the district administration to make the research a joint effort between the B-school and East Singhbhum traffic department.

Welcoming the move, traffic DSP J.N. Singh said the administration would support any research XLRI undertook to help curb mishap casualty.

Divine season with joy of giving at XLRI

From The Telegraph

Durga Puja in the steel city will be celebrated with a touch of B-school philanthropy this year.

Organised by XLRI, Joyfest or the Joy of Giving Week will start on October 2. This year, the campaign will have new initiatives, which aims to promote acts of kindness like giving one’s time, money and skills freely to the needy.

The festive holidays will not be a barrier for volunteers from B-school, NGOs and corporate firms who will be taking part in the campaign.

Apart from Vastra Samman, a clothes collection drive, which will be held in collaboration with New Delhi-based NGO Goonj and giving dry ration to the needy, the campaign will also host an eye donation camp through XLRI and Roshni, a city-based NGO.

Another NGO, Cause for Change, has come up with the idea of collecting usable medicines and donating them to those who need them.

“There are many who have unused medicines at home. Most of the time we throw them away even if they have not crossed their expiry date. We will first collect medicines, segregate them and then donate it to primary health centres where they actually need it,” said Joydip Paul, one of the partners with the NGO.

A group of XLRI’s entrepreneurship students have decided to recycle used A-4 sheets into notebooks, which will be distributed to city and rural schools for the underprivileged.

Management students will also train village women in business development skills.

Kalamandir, another Jamshedpur-based NGO, will distribute mosquito nets in the villages of Dumaria and Potka blocks.

XLRI Inaugurates Interdisciplinary "Behavioural Lab"

From XLRI, Jamshedpur

Sept 17th, 2011: XLRI inaugurated the "Behavioural Lab" to become India's 1st management school to have an interdisciplinary lab to study human behaviour.

A brain child of Dr Sanjeev Varshney, Chief Coordinator and Area Chairperson (Marketing) and MAXI (Marketing Association of XLRI), "the Lab is equipped with software and equipments to run experiments based on the principles of cognitive psychology, like direct response time machine, and will help in understanding whether the stimulus shown to people is having emotional or cognitive impact. The Lab also has got facilities like one-way mirror observation rooms for group experiments etc. It has subscribed to other software to enable students and researchers in testing image-based stimulus rather than textual stimulus and thereby facilitate product and campaign effectiveness testing," informed Prof Varshney.

The Lab will be available for use across all functional disciplines of XLRI comprising XLRI faculty, Fellow researchers, and postgraduate students. The Lab will also collaborate with researchers and institutes of repute in the field and looks forward to establishing itself as a one-stop solution for all behavioural and neurological research in management sciences. It aims to bring in new and innovative insights in the field of management.

As the first project of the “Behavioural Lab”, the city-based XLRI School of Business has started conducting research to study the behaviour of youth that leads to road accidents. Prof Sanjeev Varshney said that rash driving is matter of great concern for the city. They have started the research considering the rising number of deaths among young motorcyclists.

Prof Pranabesh Ray (Dean - Academics) said that the Lab’s future plans include acquiring more equipment and software for carrying out neurological research by collaborating with local and national level neuro-research centres and leading hospital chains in India. The collaboration process has already been initiated.

“We have plans to study and conduct research on Consumer Behaviour Studies, Organisational Behaviour Studies, Behavioural Economics and Behavioural Finance, to name a few of its primary areas of interest,” said Prof. Ray.