Tuesday, January 30, 2018

The book that the British banned is out now - How India lost her Freedom by Pandit Sunderlal

A book was being written long back, it created such a stir that a decision to ban the book was already taken by the British Government. The first edition of 2,000 copies appeared on 18 March 1929, and the book was banned on 22 March 1929. Between this gap of four days, 1,700 copies were sold. Mahatma Gandhi described this proscription as “Daylight Robbery” and advised the people to break the law and to face imprisonment rather than submit the book to the authorities. 

'How India lost her Freedom' the book that the British banned is out now and focuses on the crucial facts and events that led to the establishment of British rule over India.  

The early British historians tried to play down the role of their countrymen in subjugating the native kingdoms in India by all means. It was left to a few diligent historians to carry out painstaking research and unravel the facts. Pandit Sunderlal, who wrote this sensational book originally in Hindi in 1929, vigorously exposed the British plan to enlarge their sphere of influence in India slowly and steadily through a number of dubious methods. Apart from revealing the state of affairs between the Indian native kingdoms and the East India Company, How India Lost Her Freedom provides a fine account of what India was prior to the advent of the British. 

Pandit ji has quoted extensively from the original sources, exposing in particular the translations of Elliot and Dowson among others. It is a great tragedy of our times that most Indians are unaware of the true facts. Many serious controversies currently prevalent in our society can be understood in the correct light when you read this book. People will then discover shocking untruths and totally false so-called facts, which are accepted today by society, to be the creation of fertile minds intent on dividing the Indian society and weakening it.

RH Khwaja, former secretary to the Government of India, in the foreword of the book says, "It is my sincere and fervent hope that all readers of this book will start understanding that it is only through peace, empathy, tolerance and compassion that a nation and its people can develop. The seeds of bigotry and violence cannot blossom into fragrant flowers of peaceful coexistence."

Read this freedom fighter's account of India's struggle for Independence. A book that explicates how the British came to India, slowly penetrated the sub-continent and established an empire...a story recorded by many historians but not fully told.

Grab your copy of this book today at an exclusive 20% discount. Write to us at marketing@sagepub.in with code SM20.

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Wednesday, January 24, 2018

Customer Value Management—a sequential process of creating, quantifying, and capturing value

We all talk about value. It is something that is mentioned on every website, on every company brochure and on every booth at trade shows. For some of us, 'value' is financial or economic, while for others it is relationship-based or perceptual. Marketing and sales practitioners discuss value in the context of buyer–seller interactions. Strategy scholars focus on the extraction of value from the firm’s value resources (Bowman & Ambrosini, 2000). The bottom line is that we all define and understand value differently. This is why 'value' is so difficult to comprehend, to operationalize and to improve.

One question that is still debated in various literature streams and widely discussed in firms’ practitioner circles is that ‘Is value created, captured, exchanged or appropriated?’ Scholars might be aware of these differences, but in the field of practice, it is another reality. Of course, the answer to the question is not that simple. Two critical factors influence it: How do you define value, and value for whom?
An article from the ‘Journal of Creating Value’ aims to repeat, reinforce and rationalize the concept of customer value and to propose a process for managing customer value holistically and sustainably. It highlights the need for practitioners to manage customer value formally through the institutionalization. This article intends to clarify the difference between the three steps of customer value management. It posits that customer value management needs to be a formal process in organizations and that this process needs to be formally managed as well. In order to do so, organizations need to focus on the development of customer value management capabilities across the three stages of the Customer Value Management process: creation, quantification, and capture. The article concludes by stating that it cannot be just created, it is something that needs to be managed.

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Tuesday, January 16, 2018

The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit

Endorsements are advertising messages which reflect findings or experience of someone other than the sponsor. It can be in the form of verbal statements, demonstrations or depictions of the name, signature, likeness or other identifying personal characteristics of an individual or the name or seal of an organization. Most of the endorsement advertisement includes celebrities, consumer, company professionals and experts. The studies have shown that celebrity endorser is effective for low technical oriented product and products with high psychological and social risks. On an overall, the celebrity endorsement is considered to create more recall of advertisement than any other endorsement strategy.

Celebrity endorsers are an important feature of modern marketing, and their use continues to grow. Celebrities Endorser is intended to provide the consumer with a shortcut by allowing the consumer to avoid the time-consuming task of comparing product attributes. Accordingly, it is assumed that consumers are encouraged to rely on the celebrity’s expertise or experience in making the right choice, versus engaging in elaborate attribute-based product evaluation. For this, the consumer uses the characteristics of celebrity to form a valid assertion of the product.

The effectiveness of the endorser depends on the meanings he or she brings to the endorsement processes. A celebrity draws powerful meanings from the roles they assume in their television, movie, military, athletic and other careers. Most literature in the field of communication and marketing have evaluated how source personality and lifestyle meaning influence a persuasive communication. Source expertise in the field product class endorsed is one of the most important celebrity characteristics that influence communication effectiveness. This study from the journal 'Vision' evaluates the impact of celebrity expertise on social advertisement effectiveness. The finding of the article indicates that when the marketers choose a celebrity for any particular products, they should consider a celebrity who has got experience in bringing value to that product range and who can fit well with the brand.

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Talent crunch, the shortage of skilled employees and their retention - major issue faced by the organizations today!

This modern era has witnessed a significant and rapid growth in the service sector. The cross-border business and technological advancement created plenty of employment opportunities in developing nations such as India. India has become the first choice of foreign investment in different sectors including service sector but the fact may not be denied that India is facing the talent crunch, the shortage of skilled employees and their retention is the major issue faced by the organizations today. The failure in retaining competent employees may result in heavy losses as business organizations spend considerable time, effort and money to train employees to develop them as the talented and valuable asset to an organization.
The employee retention is a process in which the employees are motivated and encouraged to stay with an organization for a long period of time. Employee retention is beneficial for the organization as well as the employee. Human resource is such an asset, which cannot be imitated by the competitors and considered as the competitive advantage particularly in the service industry. 
Employee retention involves set of policies and practices companies use to prevent valuable employees from leaving their jobs. Effective ER is a systematic effort by employers to and fosters an environment that encourages current employees to remain employed by having policies and practices in place that address their diverse needs. India is one of the leading developing nations; as economies develop, there is more choice of employment, organizations will find it increasingly challenging to attract and retain talent and potential. Factors such as gender, qualification, experience, and tenure also impact employee retention (ER) and Team Effectiveness.
Evey company needs to realize that securing and retaining skilled employees play an important role for any organization because employees’ knowledge and skills are central to companies’ ability to be economically competitive”. 
An article from the journal 'Metamorphosis' explicates the need of retaining valuable employees to increase the organizational and individual effectiveness. It brings forth the practical implication that employee retention strategies can help to improve and develop team effectiveness, which has paramount importance for service sector.

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Tuesday, January 02, 2018

Are organizations ready for this burgeoning new generation that is entering the workforce in large numbers? Do they have strategies to engage them?

Millennials, also known as the Generation Y (Gen Y), born between 1980 and 2000, cannot be ignored. By 2025, they will make up roughly 75 percent of the world’s workforce. India will have the largest number of millennials anywhere in the world by the year 2021 but are organisations well prepared to cope up with the burgeoning new generation that is entering the workforce in large numbers?

The Life of YFacts suggest on the contrary that most companies are struggling to keep the millennial workers happy and engaged. The 2016 millennial survey by Deloitte on India has alarming news for companies in India. Almost 66 percent of the millennials or millennial workers in India are likely to change their companies by 2020. That works out to be two out of every three millennial workers in India. While world over similar trends are visible, India ranks third where there is largest probability of millennial workers leaving their current companies. 

Such poor level of engagement of millennial workers in India and rest of the world is a huge red flag for all companies. Poor engagement will not only have cost implications but will also have huge negative implications on the growth, profitability and sustainability of the companies, especially when going is not particularly easy for most of the industry sectors.

Any short-sightedness in engaging millennials can affect a business firm adversely in both the short term and the long term. Research also points to the facts that many leaders and companies are oblivious to the changes in the workplace due to the change in the composition in the workforce and that there is a renewed need to understand the new workforce to engage them better. The fact is that most of the organizational designs are obsolete and do not match with the behaviour, mindsets or aspirations of the new generation. Companies need to urgently revisit and transform their organizational designs to engage millennials. Read more.

To read about new strategies to engage with the millennial generation in the workplace and marketplace in particular and the society in general, grab your copy of the book today.

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