A Broad Liberal Business Education Is A Must

All across the world,business education has quite a narrow focus. The application oriented subjects which have got practical value are being taught to students. This serves well when the pace of technological, economic and social change is slow and managers mostly have to act with functional knowledge. When the pace of change quickens, managers must wear leader’s hat and think broadly beyond their functional knowledge.

The best B-schools of the world claim to educate leaders who are going to make a difference in the world. To make this happen, B-schools need to look at the curriculum more closely and bring in the broad liberal education component which can make students think and act like leaders whose action will have impact on society at large. The broad liberal education should include subjects like political science, sociology, literature, study of classics , history, business history, philosophy and ethics and evolution of science and technology. The broad liberal management education will stretch imagination of management student beyond functional knowledge.  Writing and public speaking skills should also be taught to make the offering complete.

Creating authentic, ethical and visionary business leaders should  be the main aim of business school. These leaders can act as entrepreneurs and can also don the hat of  a manager for day to day functioning if required. But they essentially remain a leader with broad social , economic and technological vision. They make ethical choices in their decision making. Without these kind of leaders , organizations will not thrive. In fact, companies like Enron  and Satyam  lost enormous value because of lack of those kind of authentic leaders.

Leaders with broad and general education have done pretty well. Anand Mahindra is one example who pursed film making and liberal arts education . Steve Jobs quest for calligraphy ,spiritualism and Zen Buddhism’s simplicity and aesthetics had enormous influence on business decisions he took . To get the glimpse of Bill Gate’s mind , one has to look at his wide and varied reading list. Leaders always look beyond immediate environment . Broad liberal education will help him doing that.


–  Mr Rahul K.Mishra
Professor- Strategy and International Business, IILM. 

E-Commerce – A Buyer’s Paradise

In this day and age of online world, online selling is the key to go move ahead in the market to make a mark. Yes, even the most mediocre product has 100% chances of receiving a buyer, a worth taking buyer. It is a fact,  once the product is made and the producer can only raise the bar of creativity within its reach. The question here is how to push a mediocre product online?

The answer is in the era of E-Commerce, a mediocre product sells like hot cakes. A product of any kind traditionally passes through different stages of Marketing and Selling, in this passage a mediocre product can have a less probability of getting potential buyer. Hence, in this online world the social media marketing works like an investment itself.

A seller job is to sell a product with mediocre quality to the most satisfactory level for both the buyer and seller. As a Management student, following are top three selling essential to keep in mind –

1. Sell It Graphically –

We need to display our mediocre product look best. By this we can make our customers feel that our product also has some value. We need to have nice collection of high resolution photos and photos should be unique which will show that the product being marketed is also unique. Involve yourself.

2. Focus On Uniqueness –

We should remember the difference between the mediocre product which is marketed online and its competitor superior product. Even if the product has very minute difference, such difference should be highlighted as it can make a significant difference. And even our product’s features are not different technically we can mold them in such a creative way that it attracts new shoppers.

3. Pick Wise Brand Management –

Target your ad’s means advertising your ad’s to consumers. For this the marketer require advanced and experienced team who knows how to target and maximize result. Online advertisement and social media presence  help the consumers to learn about the product. If the marketer thinks that the product being advertised is not suitable for everyone so he should find out best audience for your product and target them.

4. Keep Your Buyers Engaged – 

Best way to increase buyers to portray what they want to see, hear and buy. Be flexible in terms of making an image of your product on virtual world.

Mr. Arun Jaitley’s Fine Balancing Act | Annual Budget 2016-17

Finance minister Arun Jaitley’s  has pressed all the right buttons  while presenting Annual Budget for financial year 2016-17. There are few misses too. The salient features of the budget are –

  1.  Finance Minister’s best act is to stick to the target of fiscal deficit of 3.5 percent of GDP. By reducing fiscal deficit from almost 4.8% of GDP in 2014 to 3.5%  GDP 2016 -17, he has demonstrated commitment to fiscal prudence. India looks far stronger economy in the world right now. Because of this the government outgo on interest payment has come down. Fiscal prudence has also eased pressure of  inflation and in turn high interest rate and high cost of capital for businesses. It is almost certain given the lower fiscal deficit and low inflation, Reserve Bank of India (RBI) is going to lower  interest rate in near future, fuelling the demand and economic growth.  Higher fiscal deficit leads to crowding out private investment which is so required at this point in time .Fiscal prudence is the base for future economic expansion and development. This is also best insurance against slowing global economic growth.
  2. The Government’s second important gamble is to give more money to agricultural development. The government has taken comprehensive view on this. There are initiatives and allocations to irrigation, organic farming,  effective crop insurance scheme,  FDI in food processing, creating a single market for agri produce and focus on the production fruits vegetables, dairy, fisheries, and poultry products, They all generate additional income for farm families. . . This is the right step but agriculture requires more action on sustained basis. Raising MSP ( Minimum support prices) of most of the agri- products particularly Dal and making investment in the warehousing  and supply chain will help ease the problems of lack of incentives for farmers to go beyond production of cereals How acute is this problem, one must read The Economic survey on this.. Indian farmers need to move beyond the production of paddy and wheat while demand for proteins is through Dal, dairy and poultry products going up .  The diversified portfolio of agricultural production will lead to higher income of farmers. Though there are questions  on Government claims on doubling of   income of farmers by 2022. The government has not given any roadmap of  15 percent annual growth in farmer’s income in every year for next five years. But focus on irrigation by raising allocation to 20000 crores , if implemented, will lead to all round development of agriculture . This could possibly a game changer  for farmers..
  3. The third right button which  Mr.Jaitley has pressed is investment in infrastructure. All along roughly One lac crore is going to be put in road construction for next year. The increased road construction activity  is the highlights of Modi government along with increased outlay of pradhan Mantri Gram Sadak Yojna which will have positive impact on rural infrastructure. The whopping roughly one lac crore for development of Railways and other infrastructural projects will have cascading effect. The challenge is in execution .With the investment in power generation and rural electrification, the thrust on infrastructure development is complete. This is where the budget is bang on right.  If India’s infrastructure is taken care of , the economic growth rate will accelerate. With increased allocation to Panchayats and Municipalities will mostly go into more investment in improving local hard and soft infrastructure  need, plugging the last mile of  requirement of  development
  4. Initiatives like giving LPG connections to 5 crore poor family households , automation of PDS outlets using Aadhar cards, a nationwide deployment of micro atms in post offices and a digital depository for degree certificates will also lead to improvement, efficiency and transparency in economy. The budget is forward looking in that sense

But there are areas which finance minister could have done more .  The finance minister could have given more policy clarification on disinvestment about loss making PSUs like Air India to  give more allocation to  social sectors in education and health , research and innovation and also more money to stat  .

The efforts in recapitalization of banks could have been more in the budget.. Public sector banks need money, autonomy, technology to survive and to remain relevant.

He could  have spend more on mid day meal and  give more money to create model secondary schools on the line of Kendriya Vidalayas. He should have given money roughly to 350 state level universities and struggling private universities for improving quality of research and teaching. More sops could have been given to promote research and innovation in companies.

The allocation of health and modernization of district hospitals in all 700 district hospitals of India could have been done with more allocation. These hospitals can be in a limited way be the hub for the block level hospitals

The glaring avoidance not tackling the issue of subsidies to non poor which has been mentioned in the economic survey is too cautious approach. A few more bold steps could have given this budget shine. Mr. Jaitley wants to sail steadily against adverse global headwinds of slowing down economic growth. Probably not rocking the boat too much is the only sensible proposition for India right now. In that sense the budget is a fine balancing act between good politics and  economics.

The Economic Survey 2016 – Key Issues for Business

At the outset, one must congratulate Chief Economic Advisor Mr. Arvind Subramanian and his team for writing a brilliant Economic Survey 2016.  This is possibly the best document for anyone who wants study problems and challenges affecting Indian Economy. I strongly recommend students of management, economics and public policy to download and  read the document.  Reading this document, you will know more about economy and public policy in Indian context than from any other source..

I pick up three topics in this survey which are of importance to managers and companies . The first one  is the problem of Twin Balance Sheet. The twin balance sheet is affecting private investment and also increasing  the cost of capital..

To quote Economic Survey on this critical problem “One of the most critical short-term challenges confronting the Indian economy is the twin balance sheet (TBS) problem—the impaired financial positions of the Public Sector Banks (PSBs) and some large corporate houses—what we have hitherto characterized as the ‘Balance Sheet Syndrome with Indian characteristics’. By now,  it is clear that the TBS problem is the major impediment to private investment, and thereby to a full-fledged economic recovery. The problems in the banking system have been growing for some time. Stressed assets (nonperforming loans plus restructured assets) have been rising ever since 2010, impinging on capital positions, even as the strictures of Basel III loom ever closer on the horizon. Banks have responded by limiting the flow of credit to the real economy so as to conserve capital, while investors have responded by pushing down bank valuations, especially over the past year. The shares of many banks now trade well below their book value. This balance sheet vulnerability is in some ways a mirror and derivative of similar frailties in the corporate sector, especially the large business houses that borrowed heavily during the boom years to invest in infrastructure and commodity-related businesses, such as steel. Corporate profits are low while debts are rising, forcing firms to cut investment to preserve cash flow.

Despite efforts from the government, the private investment is not taking off and which is going to  impact creation of quality jobs on big scale. The over capacity and lack of demand for companies products  weakened the financial health of companies which in turn created higher NPA for Public sector banks, leading to weaknesses in banking system.This is huge issue. The government has tried in a limited way to recapitalize the Public sector banks and also create more demand in the economy so that the financial health of companies start improving.

The second issue which Mr. Subramanian has flagged is “ The chakarvyuh  challenge of Indian economy “  from socialism of restricted entry to “marketism “ with restricted exist  The chapter refers to license –quota Raj which restricted industrial development and no before 1980s  and now  the restrictions imposed on the firms from closing down even if they cease to add value in the economy. This restriction is underutilization of limited economic resources.

To quote the Economic survey “The Charkravyuha legend from the Mahabharata describes the ability to enter but not exit, with seriously adverse consequences. It is a metaphor for the workings of the Indian economy in the 21st century, the legacy of several decades of economic policy making. A market economy requires unrestricted entry of new firms, new ideas, and new technologies so that the forces of competition can guide capital and labour resources to their most productive and dynamic uses. But it also requires exit so that resources are forced or enticed away from inefficient and unsustainable uses.  Joseph Schumpeter recognized the vital role of exit, via “the gale of creative destruction,” in the efficient workings of a market economy “process of industrial mutation that incessantly revolutionizes the economic structure from within, incessantly destroying the old one, incessantly creating a new one.”

The chapter goes in lot of details of the economic and political costs involved of not allowing firms to close down quickly and DRT taking over the assets and selling it off to recover whatever value that is left in that for future fresh investment. As the pace of technological and economic change is going to be very high, not allowing firms to quickly exit will have huge cost for job creation. There are bills like bankruptcy bills and others  pending in the parliament, once they go through, that will be easier for firms to set up and also exit if they don’t create any value on the capital.. But flagging this issue in the economic survey makes it important reading for public policy and managerial perspective

The third important issue which The Survey has raised is “Industrial, corporate and infrastructural  performance “. The chapter sums up the initiatives taken by the government to improve performance of companies and institutions performing in industrial  sector.The government has launched several programmes/initiatives such as ease of doing business, Make in India, Invest India, and e-biz Mission Mode Project under the National e-Governance Plan. Further, the Government of India is also building a pentagon of corridors across the country to boost manufacturing and to project India as a global manufacturing destination. The National Investment and Infrastructure Fund (NIIF) have been approved to extend equity support to infrastructure Non-Bank Financial Companies (NBFC). Issue of tax-free infrastructure bonds has been allowed for rail, roads and irrigation programmes. The Ministry of Environment, Forest and Climate Change has completed the process for online submission and clearance of applications for environment, coastal regulation zone and forest clearances. The system for coal block auctions has been streamlined so that these are now granted in a transparent framework. In order to improve the financial viability of the State Electricity Distribution Companies, a comprehensive financial restructuring of these bodies has been taken up through the Ujwal DISCOM Assurance Yojana (UDAY) programme. The scheme envisages reduction of interest burden and cost of power and AT&C (Aggregate Technical and Commercial) losses incurred by discoms that have entered into tripartite agreements with the Government of India and the respective state governments..

With these initiatives, Indian industry has been given a boost leading to an improved business environment and larger FDI inflows and these have also improved India’s global outlook. In the World Bank’s Ease of Doing Business report 2016, India’s position has improved to 130 in 2016 from 142 in 2015.

The economic survey 2016 is one document which gives both micro and macro picture. It provides an insight into government’s take on different issues. Some of the issues flagged in the survey have been taken up the finance minister Arun Jaitley in his budget speech. This is brilliant document to know cutting edge analysis of all aspects on Indian economy. The document also refers to academic writing to give an intellectual  base for economic analysis for deeper  understanding of issues.

Should utilities be privatized?

Public utility is defined as an organization which provides basic services like Water, Gas, Sanitation and Energy to people. Since investment in these sectors is very huge, in most of the countries, these sectors are handled by respective governments in either Monopolistic way (also called natural monopoly) or in an Oligopolistic way.

In recent times, there have been talks about the quality and proper distribution of these services and privatizations of these facilities are also being considered in many countries. While some countries have successfully implemented the privatization idea, others didn’t have a good experience with privatization and had to switch back to public sectors.

Utilities

The proponents of Privatization of Public utilities say that the shift from monopolistic approach to the competitive approach in private sector would help in improving the quality of services and also in enhancing the availability of these services to more people. Also, any government under debt could also benefit if private sector makes more profit by implementing cost reduction strategies.

Lack of political influence in private sector would also result in better operational efficiencies. Moreover, government protection of public utilities through subsidies, ceilings etc. would create a deadweight loss and eventually not satisfy the demand. A perfect example is the power industry in India where government protection leads to inefficiency and demand-supply mismatch which eventually leads to severe power outages and economic loss.

One of the major problems opponents argue is that private industry is profit oriented. Thus, the creation of Private monopolies in public utilities would result in a comparative price hike borne as higher charges by the consumers. Also, if the approach of a private is short-term, that would also create problems in long term. Thus, the need for regulation arises to maintain parity between producers and consumers.

 

How to stay Motivated & Creative

Life is an evolving journey through different phenomena present around us all. In order to keep up through the peaks of stagnancy, it is important to keep motivated and creative. Motivation and Creativity works hand in hand. There could be endless things around us that could keep us thrilled up in life, for instance – from just reading another chapter of your favorite book to meeting another friend for a supper. Let’s look at four ways to keep you motivated and creative.

Challenge Against The Odds –
One of the best ways to motivate is to challenge against the anything odd. So, the question arises, ‘HOW DO YOU CHALLENGE YOURSELF?’Remember the last time you got a good grade in your examination, you tried to give your best for your college team in any sports? Now, let me tell you how you can do it. Push yourself to achieve an even higher target , if you have got a good grade try getting an even better grade, if you gave your best in the college sport, trying giving even more, get yours team in the winning position, win it for your team, not individually but as a team. The satisfaction that you’ll get at that moment, believe me, is one of the best moments in your life.

Think Deep – No matter what situation you have been thrown into, don’t exaggerate and get nervous. Just calm yourself down and try to think deep into the situation, try analyzing all the little things that come into your mind related to the problem. A way will always come out.

Read More – They say, “book is said to be a man’s best friend”, and I totally second it. Once you start reading, either it’s a book or even an article; it opens up your view to different scenarios. I myself have always tried reading auto-biographies and biographies of influential person. Their experiences will tell you, how they have struggled in different situation, and have come out being a better man. Am not telling you to only read biographies, read anything you like. Reading books take you to a different world. You try to live that world for that moment and it refreshes your mind.

Set Higher Goals – This is the biggest motivating factor in one’s life. What do you want to be? Where do you see yourself in the next 10 years? Go, set yourself some goals and work on them and try to achieve it. A person gets one single life, and if you aren’t able to live it to the fullest, you haven’t lived it at all. Even if you aren’t able to achieve it, at least you gave it a try. AND if you can ‘TRY’, you can do anything, my friend.

So, tell us what keeps you all motivated and creative. Share your stories with us.

6 Habits To Get Rid Of In 2016

We have all made that ‘Break the Habit’ or ‘Resolutions’ list every year. Trial after trial we try our best to hit them all, well, almost. Let’s be honest to each other, the list is not getting any shorter. Think of 6 nerve wreck habits that you have planted in you for years, and trying to give up, but they cling back with every effort you make.

6 Habits that a person should get rid off:

  1. Late Riser: A person, who arrives late starts late, and finishes all the tasks on the edge of deadlines. Late risers always make a bad impression no matter what powerful position he/she is holding in an organization. Being late doesn’t make you an important person If you are late it completely means that you’re disrespecting the other person.
  2. Burn that Ego: Person’s ego could be destructive, especially when used with a bad intention. A person’s ego can interpret how he perceives a particular situation. Size of an ego could take you down or leave you empty. Say goodbye to that big ego in you, and let things shape the way it is supposed to.
  3. Pitch of Discourtesy: Courtesy is a part and parcel of a person’s behavior. How a person makes an impression depends on a number of factors and being courteous in one of them. Discourteous behavior can lead fellow colleague, friends and family’s ability to think erode.
  4. The Old Blame Game: Excuses are easy, so as blaming others. Putting things down on others can bring you down in minutes. Having a charge of your actions and results is what makes your stand stronger in any win-win situation.
  5. Don’t Run Away from Situations: If you fall into a situation where people are blaming you for your lack of proper working, don’t distance yourself and try to face the situation. The moment you face the situation and not don’t back out, you become a matured person and hence can try to improve yourself by giving in a bit more effort.
  6. Break the Miscommunication: People can often misinterpret what you say, even though you are trying to say something which is fruitful but you aren’t able to articulate it. But do remember; never shy away from a conversation. The more you converse, the more confident you become.
      So, we ask you to share with us some of your habits that you want to break away in 2016!

Can Organizations Learn Without Structural Fluidity?

Can Organizations Learn Without Structural Fluidity?

Global business environment is changing at an unprecedented pace due to changing trade policies, advancing technology, and rising competition. Business organizations behave like an open system which makes them quite vulnerable to environmental changes. Their survival depends at how fast they can sense the environmental signals, how quickly they can respond to it, and how well they adapt and align their strategies to accommodate the change.

Continuous improvement programs are one of the measures adopted by the organizations to gain a competitive edge. However, to the surprise, most of such programs result into failure because of the very reason that organizations fail to continuously learn, unlearn and re-learn. Many reputed organizations such as Chaparral Steel, Xerox, Analog Devices etc. have recognized a connection between organizational learning and continuous improvement.

Organizational learning infuses a phenomenal change in the organizational knowledge base that leads to strategic renewal of the firm’s abilities. This could be done either by exploration of new ways of doing things while at the same time with exploitation of existing techniques. Organizational learning is triggered by various kinds of environmental forces such as socio-economic value change, social movements and interests groups, transformational forces at territorial level, technological changes, market signals etc.

Organizational learning requires foreseeing and correcting the errors which may cause risk. Errors can occur either during the people trying to match their abilities with the fundamental elements of the organization such as its structure, goals and objectives. In this context, learning happens at two separate problem spaces. One is the space where organizational tasks are performed, and other is at the level of fundamental principles, goals and objectives where organizational tasks are defined.

There are two competing paradigms to understand the learning practices inside an organization. It has given rise to a macro level debate between ‘organizational learning’ vs. ‘learning organizations’. These are also referred to adaptive learning and generative learning respectively. Organizational learning refers to primarily adaptive kind of learning which addresses the changes in knowledge level of the individual and organization during incremental improvements for existing operations, technology, quality of products or services etc. This kind of learning is characterized by discrete actions taking place at distributed organizational locations by allowing experimentation and risk taking. The learning takes place without considering the alignment of the operational practices with the core organizational strategy. The incremental improvements are the major factor which drives the innovation and technological growth of the organization. Normally such kinds of learning scenarios are observed at shop floor level of the manufacturing units which are supported by the management (e.g. quality circles). The innovative processes thus emerge out and then incorporated into the new set of rules, procedures, and policies of the organizations. Generative learning happens through transformational changes. These changes are driven by the strategic decisions taken at the top of the organization which introduces radical change in technology, operations and practices.

Senge’s View on Organizational Learning

Peter Senge observed that there are some such organizations which are pro-active learners and quickly transform their practices to align with the environment. They have the capability to anticipate the problems, respond to the complexities of the environment and survive under environmental uncertainties. Generally an organization may rely on both adaptive and generative practices in different proportions. Learning strategy is partially pushed by the top level management (e.g., radical technological changes) to match the organizational vision, and partially it is pulled by the individual and groups towards operations involving organizational innovations and incremental improvements. At individual level, people need to understand the gap that exist between the current reality and their personal vision and move towards achieving their vision. Senge described this gap as a source of ‘creative tension’ which may exist in organizations going through a change process. A shared vision of required to infuse a sense of commitment across the organization. Senge further advocates organizations should moves towards ‘systems thinking’ where people can understand about the interdependencies of their individual actions to the whole. It allows the employees to look beyond the local context and make them realize the consequences of their immediate action on others and vice-versa. It requires a long time to cultivate and shared vision and inquiring attitude in an organization. But, the benefits are far reaching and they are not limited to financial gains but also extend towards creating a better workplace for the employees. Summarizing these principles, Senge described learning organizations as:

“where people continually expand their capacity to create the results they truly desire, where new and expansive patterns of thinking are nurtured, where collective aspiration is set free, and where people are continually learning to see the whole together

Learning organization is an articulated vision which goes beyond simple training programs; it can be realized in three stages: first by exposing the organization to new ideas and institutionalizing new ways of thinking, second internalizing the new thinking into organizational memory and behavioral practices, and third, achieving the measurable performance improvement such as superior quality, increased market share, brand reputation, customer loyalty etc.

Structure as a critical variant

The principles of organizational learning described earlier require a cultural transformation within the organization with an aim to create shared vision at the workplace. However, this kind of transformation would not be realizable without any supporting structure. From structural viewpoint, organizational learning is an information processing activity and structure is viewed as ‘organizational learning mechanism (OLM)’. OLM is an institutionalized procedural arrangement allowing organizations to collect, analyze, store, disseminate, and use systematically information relevant to their performance. Structure is considered as a relatively stable aspect of an organization which acts as a base for behavioral adaptation. Structure of an organization includes functional roles, specialization& departmentalization, interdependencies between specializations, coordination procedures to manage interdependencies, line of command, and communication pattern.

Structure has dual properties. Firstly, it allows organizations to learn systematically with continuous interaction with its environment. For example, the communication pattern which is supported by information systems plays a major role in an organization for knowledge transactions. It facilitates communication among the various individuals in the organization irrespective of the existing line of command. It facilitates assimilation of new patterns and associations to create a clear vision of organizational goals and to have a better understanding of means-ends relationship.

Secondly, structure also impedes information flow across the organization that in turn results into constrained supply of information at the key decision points. It is noted that organizational structure imposes cognitive limits on information processing abilities and this is realized when someone in the organization faces the challenge during making organizational decisions. Such cognitive limits in decision making has given birth to one the most popular phenomena commonly known as ‘bounded rationality’.

Therefore an organizational structure guides as well as restricts the information search. An organizational structure has two components: stable i.e. those that changes relatively less frequently, and flexible those that are more fluid. These are also called mechanistic structure and organic structure respectively. A more mechanistic (or formalized) structure having centralized control is prone to retard learning because they reinforce the existing set of practices and behaviors. While on the contrary, an organic and decentralized structure encourages learning and innovation at much higher rate. Higher fluidity in structure makes an organization more capable of absorbing new knowledge and innovation.

In order to facilitate learning and overcome the structural limitations, one needs to identify that which part of the structure is hindering the learning process and how could it be re-designed. This requires a systematic inquiry to be conducted by organizational members at all levels. They needs to work collectively to identify the root cause of the problems which are making the organization resistant towards internalizing new knowledge. In context, Chris Argyris has advocated for creating an open learning environment where employees should be allowed to question the organizational practices, processes, policies and fundamental assumptions at which organizations are structured.

There are so many organizations which run learning programs but most of them are not successful. The reason is they are not to taking into consideration the structural map of the organizations. Organizational learning is not limited to managing the behavior of individuals and teams, but it goes beyond the cultural dimension of the organization. For example, transforming an organization with incremental or radical changes also requires systematic structural corrections such as re-defining roles, authority/responsibility, flattening the line of hierarchy, process re-engineering, information system changes, etc. Such changes require an organizational structure to have adequate fluidity which can generate the learning support mechanism to absorb the new knowledge. Introducing fluidity in structure is likely to make an organization more responsive towards implementing any change or making it more resilient against the market fluctuations.

The Past, Present & Future of Digital Marketing

In this era of technological and virtual evolution, Digital Marketing is a form of digitized marketing, which is done on an electronic platform. The term “Digital Marketing” expanded in the late 90’s in an effective way to create a relation with prospective customers. It became one of the affordable means of mass communication. We can say that digital marketing is going to play a vital role in the process of marketing and is going to take the marketing sector at a whole new dimension for marketers.

We live in a digitized world. A live example is a device that is currently there in your pocket, or kept on top of your table, or is currently in your hand i.e. your cell phone. On an average basis you receive at least 5 – 6 text messages from your mobile service provider trying to sell you various network related schemes. This is mobile marketing strategy, which is also a form of digital marketing.

You are connected to interview in every possible manner on devices that you carry, in this process Google Ads play a significant role in understanding the psychology of customers and users behind doing any activity or a step on internet. Basically, it is the advertisement and branding strategy that shapes up the digital marketing for online strategist. Digital marketing is a vast concept, and is catching some lime light at the moment as more and more, producers are using the digitized medium of marketing to connect to their customers. It is also highly recommended for start up businesses /ventures who have failed to make an instant impression in the market. Digital marketers have been using the digitized platforms search engine websites, blog sites, using the means of PPC (Pay Per Click) method to engage with their customers.

Some of the most significant terminologies in digital marketing are – SEM (Search Engine Marketing), SEO (Search Engine Optimization), Google Analytics, E-mail Marketing, Mobile Marketing, Digital Display Marketing, Social Media Marketing and Digital Marketing Campaigning

A proper digital marketing strategy has to taken up by the marketers so as to inform the prospective customers about the product that they are trying to sell. Proper market survey has to be done before making a strategy and applying it so as to gain more results from the marketing activities. So, to summarize, digital marketing can be characterized by high customer engagement. The more you engage, the more you gain popularity in the society, and make an impact. Digital Marketing is going to revolutionize the entire marketing industry, and being a part of this industry will definitely bear fruits for an organization.

Dipjyoti Bhattacharyya
Student of IILM IGSM Campus

Indian Retail Sector – Scaling New Heights

With India becoming the fastest growing economy in the world, global business is upbeat about expanding operations in the country. As expected and in tune with global trends, retail has come up as one of the most promising sectors in India to attract international attention. In fact there is tremendous scope of expanding and upgrading retail business in India in terms of volume, ease and satisfaction. Currently Indian retail industry is one of the most dynamic and fast-moving sectors with huge potential for attaining newer heights. According to the India Brand Equity Foundation, retail sector in India accounts for about 10 per cent of the country’s Gross Domestic Product (GDP) and approximately 8 per cent of employment. India is also the world’s fifth-largest global destination in the retail space. In a report titled – “Retail 2020: Retrospect, Reinvent, Rewrite” – the Boston Consulting Group and Retailers Association of India highlight that India’s retail market is expected to nearly double to USD 1 trillion by 2020 from USD 600 billion in 2015. A study named “The Indian Kaleidoscope – Emerging Trends in Retail” conducted by FICCI and Price-Waterhouse Cooper is more upbeat in projecting India’s retail sector to become a whopping USD 1.3 trillion industry by 2020. Facts and figures are thus quite impressive and expectations are sky high among business leaders and policymakers on the future prospects of Indian retail sector.

Foreign direct investment (FDI) is a key factor that encourages fast-track growth of retail sector in India. According to the Department of Industrial Policy and Promotion, Government of India, currently 100% FDI is allowed for single-brand product retail business with prior Government approval while 51% FDI is allowed for multi-brand retail trade. There is a plan to further liberalize the retail sector in order to encourage more investment and attract global players. FDI has a catalytic effect in modernizing, diversifying and increasing competition in the retail market. It has a positive effect on supply chain operations, development of skilled & trained manpower, and improved efficiencies in the market. All these are highly encouraging developments that have the potential to give a robust boost to the existing state of affairs in Indian retail industry.

A unique perspective of retail sector worldwide is that it has interface with major dimensions of business such as marketing, advertising, and information technology. Because India is the fastest growing economy in the world with robust liberalization policy and massive customer base, it naturally gives retail sector a competitive edge. Over the years India has proved its preeminence in information technology and e-commerce. As a result the future of retail business in India is undoubtedly poised for exponential growth trajectory. Another silver-lining in India’s retail sector is the current gradual shift toward significant presence of online retail players who have in turn provided new dimensions to the concept of retail business. Expansion of online retail in conjunction with traditional players provides consumers with diverse choices of goods & services, spectacular shopping facilities, and wholesome access to market information. Such a trend has significantly empowered consumers to make choices from alternatives thereby immensely boosting the spirit of competition in Indian retail market. In this context the policy initiative of “Digital India” promoted by Prime Minister Narendra Modi is expected to play predominant role in stimulating business prospects in India’s retail sector. In addition to the growth of hypermarkets such as Spencer’s, Lifestyle India, Big Bazaar, Shoppers Stop, etc. presence of online retail giants such as Snapdeal, Amazon India, Jabong, Flipkart, Myntra, etc. have in a way revolutionized the retail market in India. Today majority of customers, at least in metropolitan cities, prefer buying commodities online. At the same time attractive discounts are often offered for online purchase thereby providing an embedded incentive to buy more from retail chains. Online retail in association with traditional retail has changed the dynamics of shopping behavior of consumers. In an era of buyer’s market and with the presence of large affluent middle class population in India, there is a vibrant spirit of heightened competition among the retail chains to provide best product bundles. Online retail offers ample choices instantly to prospective customers to select from and also gives them value for time. It is imperative for customers who are genuinely interested to do wholesome shopping in limited time span. With a large section of Indian consumers increasingly becoming computer and social network savvy, online retail provides optimum momentum in enhancing aggregate demand in the economy. These are all highly encouraging symptoms of economic buoyancy in the country. In fact retail sector is at the forefront in increasing national output and productivity. Importantly this vibrancy in the retail sector has been in a rising trajectory over the last few years and is expected to be more competitive in times to come.

All that said there are major challenges to address as well. One of the basic problems that Indian retail market has been confronting till date is the presence of huge unorganized retail trade characterized by mom-and-pop shops and local vendors in every nook and corner of the country. The situation is quite intense when we go to semi-urban and rural areas. According to a McKinsey & Company report titled – “The Great Indian Bazaar: Organized Retail Comes of Age in India” – while about 95% of India’s retail market belongs to unorganized sector, organized retail is expected to grow from just 5 – 6% to 14 – 18 % of the total retail market by 2015. As compared to countries like the United States, Britain, France, Germany, and Japan, India is at a much early stage of evolution in organized retail. This is a major challenge that needs to be taken care of and with urgency. Even if there is significant expansion of organized retail in metropolitan cities in India, Tier 2 and Tier 3 cities are still dominated by unorganized retail business. Also there is great potential to streamline and upgrade rural retailing that is currently just in a formative stage. Growth of organized retail has a positive tangible impact on GDP growth rate, income & employment generation, efficiency & competition, and market sentiments. On the other hand presence of large unorganized sector characterized by low cost infrastructure and owner driven enterprises are more prone to tax evasion. In India where majority of the population live in semi-urban and rural areas it is truly an enormous challenge to integrate the unorganized retail trade into organized market domain. Purely from economic and business standpoint it is important to reduce the unorganized retail sector to the extent possible because such a move would help better fiscal management and investment prospects at the national level. In order to quickly transform unorganized retail to organized retail trade, there is a need for healthy public-private partnership. Retail chains belonging to both organized and unorganized have to work jointly with the government in making a well-planned strategy and eventually implement the plan effectively.

Technological up gradation of the existing retail facilities is also a major challenge. In this context banking & financial sector can collaborate with retail sector in fostering speedy and hassle-free business transaction so that more and more players in the unorganized retail are motivated to enter the organized retail market. One of the pressing problems in online retail is fraudulent practices in online payment. Any discrepancy in the payment method takes disproportionately longer time span to get fixed. The problem of retail fraud is also quite prevelant thereby adversely affecting retail sector in India. Another challenging aspect that Indian retail market confronts is lack of proper infrastructure to accommodate enough space for parties interested to promote business. Because of regional imbalance in terms of economic development, a large geographical dimension of the country is still deprived of the presence of big chains of organized retail. Consequently, organized retail is unable to tap business from a large chunk of the population in the country. In fact, poor infrastructural facilities and lack of proper awareness in relatively underdeveloped regions of the country over a long period of time have given advantage to the predominance and penetration of unorganized retail. Here too public-private partnership can play a transformational role in promoting organized retail business. Expansion of broadband internet facility in large geographical domain, especially in rural areas, as envisaged by the “Digital India” policy initiative is likely to change the dynamics of retail market in India. Here too public-private partnership can be a viable option to facilitate the growth of retail business. It is encouraging to notice that global giants like Google, Microsoft & Facebook have expressed interest to extend assistance in the expansion of internet facility in such regions of the country. The sooner the action is taken the faster will be the growth prospects of retail sector in such regions.

Another thorny issue that needs to be settled amicably, while expanding retail business in India, is to safeguard the interests of those engaged in agricultural and land based occupations. No policy measure will be successful if the concerns of agricultural community are overlooked. To serve this purpose the government has to be careful in formulating a comprehensive policy with dual purposes: (1) gradual and systematic expansion of organized retail throughout the country with special emphasis on economically backward regions; and (2) provide the farmers and agricultural community with adequate facilities/assistance to modernize rural retail networks, eventually with a focus to make them equipped to compete successfully with organized retail.

The above observations paint a mixed outlook for the Indian retail sector. Of course, there are realistic prospects of attaining newer heights in near future. The next five years are going to be extremely crucial in taking Indian retail industry into new levels of accomplishment and integration. With India increasingly becoming the global hub of information technology and e-commerce, retail is undoubtedly going to be one of the major sectors to experience the spillover effects. Another encouraging trend is that large segment of population in India uses internet and connects on social networking sites. Government policies with regard to retail sector are also becoming more liberalized every passing year. These are all favorable conditions to facilitate exponential growth in retail industry. However, challenges are also quite enormous. A proper balance between opportunities and challenges must be accounted for in policy formulation. There is no doubt that the emergence and dynamic growth of Indian retail sector is now irreversible. The intensity of future growth trajectory in Indian retail sector will be determined by the wholehearted and combined efforts of people, government and business for providing a competitive edge and achieving predominance in global arena.