Tapping the Power of Hidden Influencers


A tool social scientists use to identify sex workers and drug users can help senior executives find the people most likely to catalyze—or sabotage—organizational-change efforts

Global Corruption: An Untamed Hydra


The last 15 years have seen a remarkable change in the perception of corruption at both national and international levels, driven in large part by civil society organizations and watchdog groups. In the many countries where corruption is endemic, but where public discussion had been most limited, it has become the focal point of increasingly open campaigns by civil society and political parties

Social Media Backlash?


Here’s an article from ZD Net about customers getting overloaded with social media marketing. Food for thought. The author is Oliver Marks. There appears to be a fully fledged backlash against ’social media’ marketing emerging, with commentary in both areas you’d expect and in places you might no

A Capitalist’s Dilemma, Whoever Wins on Tuesday


Clayton Christensen, author of “The Innovator’s Dilemma,” says the winner of the
presidential election must face “the capitalist’s dilemma." In many ways, the answer won’t depend on who wins on Tuesday. Anyone who says........

THE FUTURIST Magazine Releases Its Top 10 Forecasts for 2013 and Beyond


Each year since 1985, the editors of THE FUTURIST have selected the most thoughtprovoking ideas and forecasts appearing in the magazine to go into our annual Outlook report. Over the years, Outlook has spotlighted the emergence of such epochal developments as the Internet

A Framework for the $10B+ Native Advertising Market


Over the past 10 years, publishers have continued to monetise their sites with banners and pre-roll ads, and advertisers have continued to pump billions into these formats, in spite of tanking performance and near- universal disdain. While click-through rates on display ads started out at around 9% in 2000, they now hover around 0.2%

Mind Over Mass Media


NEW forms of media have always caused moral panics: the printing press, newspapers, paperbacks and television were all once denounced as threats to their consumers’ brainpower and moral fiber

The Limits of Memory: We Can Only Remember Four Things at a Time


New research into our mind's capabilities to retain knowledge has shed light on a question that has been discussed for many years; how much, can our mind remember, at a time? The study focused on ‘working memory’, that part of our mind which refers to the temporary storage of information that still allows us to pay attention and manipulate it

We’re Known for our Quality, Now We’re Building our Credentials in Style: Marc Bolland, CEO, M&S


Marc Bolland is the CEO of Marks and Spencer, a 130-year-old leading British retail company, a British icon and bellwether for the High Street with stores in about 40 countries. They opened for business in India in late 2013 with...

Gender Stereotyping is Different in India: Sheryl Sandberg, COO Facebook


Sheryl Sandberg is Chief Operating Officer at Facebook, and author of the bestselling book Lean In: Women, Work and Will to Lead. She talks to Kamini Banga about the progress women have made in leadership roles in business and politics and how women need to step out and speak up

I don’t See China Becoming a Superpower in this Century: Timothy Beardson


Timothy Beardson, founder of Crosby International Holdings, the largest investment bank in the Far East, has recently authored "Stumbling Giants — The Threats to China's Future," where he gives China 20 years in which to get its... 

It was a Mistake to Take HUL Head-on when We First Entered India: AG Lafley, CEO, P&G


AG Lafley, who last week returned as the CEO of Procter & Gamble after a gap of four years, feels it was a mistake to take big rivals such as Hindustan Unilever head-on when P&G first entered India. It would have been much easier to build a beachhead in the market if it had first attacked segments where big rivals were not present in

10 Moves That will become Shakers for 2020 Advertising: Jerry Wind


Since its inception in 2008, The Wharton Future of Advertising Program (WFoA) has served as a catalyst for deeper insights, bolder innovation and broader positive impact of “advertising”

India and China have Common Long-term Interests and Challenges: Kishore Mahbubani


"While China is growing because of its government, India is growing despite its government. India has a far more dynamic private sector than China."...

Modern Retailing need not Abandon Cultural Traditions: Sir Terry Leahy, Former CEO, Tesco


In India there might be much more family involvement in franchises and so on. For Indian farmers there would be a higher return with products reaching consumers with less waste...

World Economic Forum: Impressions of a Davos companion


I have now been attending Davos for 7-8 years wearing my spouse hat. Some things have certainly changed; some of my esteemed friends complain that it is now too democratic and that they have to rub shoulders, literally, with the hoi polloi from the East and the young impertinent finance types

What is the Fundamental Difference between Rich and Poor Nations


I am talking to James Robinson in the newly opened Bulgari hotel in upmarket London after listening to him deliver a talk about the book that he has co- authored. I am wondering whether the voice of...... 

Education and the Idiot Box – Guest Column


Sesame Street, an American television programme made history in the late 60s. Its aim was to use television to help children, particularly from low- income households, prepare for school.....

Understanding the Consumer of Tomorrow


Two things go into making India unique - a high growth rate outpacing other global...

Celebrities and the Vampire Effect


Historically, celebrities were used by a handful of brands - Lux is a name that springs to mind. In the last few years, with growing incomes and the opening up of India, many new product categories have emerged which are more lifestyle related.....

Archtypes and Brands


Effective marketing means linking the deepest motivations of consumers with product meaning. And this link comes from an understanding of archetypes. An archetypal product identity when created.....

Asia – A Market Mosaic


As Asia becomes the new growth engine for the world economy, most companies are looking to the region for business. It would, however, be inappropriate to treat Asia as one homogeneous region. A broad segmentation by ASEAN countries, Japan, India and China might.....

Kal Aaj Aur Kal


Ayesha and her father are facing a clash of culture or what is popularly known as the generation gap. At first, there appears nothing unusual about this case. We have all been at one or the other end of this gap- as children or as parents. .....

Indian Brands and the Global Market


Infosys was one of the first home-grown companies to place India on the global stage. It was the first to articulate, design and implement the global delivery model that became the foundation for India's successful IT outsourcing industry...

Indian Entrepreneurship


The driving force behind the booming Indian economy is the cult of the business entrepreneur who not only owns the business but is the face of the business. There are examples in the West, such as Richard Branson and Steve Jobs, but entrepreneurs in India seem to enjoy even greater hero status and preside over much more diversified conglomerates.... 

Emerging Global Champions


There was a new entrant in Interbrand’s Top 100 Global Brands in 2010 – the first brand from an emerging market (EM) to make the list. In at number 85, it was corona beer from Mexico.
Interbrand defines a global brand....

Myths & Surprising Truths about China


Around 86% of the world lives in developing markets of which more than 20% live in one country – China. The population of China is estimated to be between 1.3 and 1.6 billion. In that range of error is the entire population of the US. . It has 150 cities with over a million population versus 48 in North America and Europe together. It is the third largest economy growing at around 9.7% and expected to become the second largest by 2015....

Sustainability in the Developing World


There is a perception that developing economies in their pursuit of growth are not concerned about climatic change or the environment. Yet, the highest scoring consumers in terms of their environmentally......

If I do not Get on to Social Media, It will Come and Get Me


My relationship with social media started when I was asked to leave Facebook by my teenage son. I was on the wrong side of fifty and a friend had invited me in the early years of the soon-to-be diva of social media...

CK Prahalad


Academic, businessman, consultant, CK Prahalad dons many caps. Named among the top ten management thinkers in the world in every survey for over ten years, CK Prahalad is a thought leader whose contrarian beliefs have impacted managers globally.....

The 86% Solution by Vijay Mahajan & Kamini Banga


Beermakers in China and other developing markets saw their seasoned global brands go flat in the face of scrappy local rivals. What these companies learned the hard way is that the 86% markets behave differently from the 14% markets of developed nations.......

Niall Fitzgerald: The Man Behind the Chairman


In this perceptive profile of the chairman of Unilever, Kamini Banga discovers the qualities a leader needs, as well as the man behind one of the world’s largest companies. This Irishman who was recently awarded an English knighthood, is, by his own admission obsessed with “not letting people down”.....

Future at work


This anniversary issue looks at the future and we ask some leading Indian CEOs to share their vision of the workplace, impact of technology and finally, management principles that will lose relevance and those that will survive the test of time. Predicting the future has never been easy, always fraught with....

Expanding thought Horizons


Given the rapid and tectonic shifts in the business environment and ever-fresh challenges to management thinking, anything lasting over a year would appear an anachronism.
However, in the last few years there have been issues that have dominated business conversations and continue to do so.
I did a quick poll among a small group of captains of industry, bankers, and academics to see if there was any consensus on books. .....

The Slowdown – An Urban Perspective


A lot has been said about kick-starting the rural economy to really make an impact on the sluggish industrial sector. There is a belief that the urban markets, to a large extent, are saturated and the growth thrust needs to be located in the hinterland. ....

Power of the Home Grown Brand


This issue onwards, there will be questions raised at the end of this column on some of the areas discussed. Responses are invited from readers and the best ones will be published in the next issue of BOSS....

When Change Means Survival


As in the last issue, questions will be raised at the end of the article on some of the areas discussed. Responses are invited from readers and the best one will be published in the following issue of the BOSS....

From Malabar Hill to Dharavi


Armed with questions like – is there a market out there, are they different from us, what do they dream about – I spent a day in Dharavi early this year. Despite my preconceived notions....

The Anti-wrinkle Formula for Brands


The famous Posh Spice, is quoted as saying, “Right from the beginning, I said I wanted to be more famous than Persil Automatic.” And as Jeremy Bullmore of WPP commented, it was very astute of her to choose UK’s best- known washing powder as her benchmark of fame. Indeed it has been suggested that brands are the real celebrities.....

Where have All the Women Gone


Overheard a male colleague making this comment the other day – “Why this brouhaha....

What Brands Can Learn from Tulsi and Parvati


India is undergoing a change that is perhaps unprecedented in its own history as well as....

Trendwatch


We all know that things are changing at an accelerated pace and we....

Transactional Analysis and Advertising – Guest Column


Consumer is king- was never more true than it is now. As marketing gets more and more consumer-centric, there is a greater need for consumer understanding. Yesteryears’ tools used by market research for exploring consumer behaviour and attitudes are not adequate anymore. There is a need for an eclectic approach by ........

The Rise and Rise of Asia


Ian Davis, worldwide managing director McKinsey & Company, in his piece in Financial Times, London says that the world of 2015 will be a different place in which to do business from the world of today. He gives us five trends that will shape the business landscape;

The Power of Eve


When Chairman Mao said, “Women hold up the half the sky”, he was setting....

The Invisible Global Market


According to Kenichi Ohmae, one can draw a map of the world based on....

The Fountain of Youth


There was a time, not so long ago, when we were bemoaning our country spilling at the seams with 1 billion people. Today that has become our biggest blessing. In fact that has become a single most important feature for almost all developing countries.

The Consumer – A Moving Target


In the recent elections, the Indian electorate gave their mandate - totally unexpected...

The Big Issue


What do you think is taking up a lot of time of manufacturers the world over?...

Stretch Up, Stretch Down or Take a U-turn – Managing Brands


With marketing in transition, the old ways of doing things is becoming dated and ineffective. Among several challenges posed, here are two big ones and some of the ways in which companies are responding to them. The challenge of polarization – Across Europe and the United States, markets....

Semiotics


Ever wondered how you always know just when the hero and heroine are going to break into a song or how the change in the music beat prepares you for ‘murder, mystery and suspense’. Surely you know .......

Rx for Market Research – Guest Column


It is easy to see why some people think marketing research is ailing. Companies such as Sony, Chrysler, and Compaq, successfully “ignored the customer” to create the WalkmanTM, minivan, and PC network servers. Others listened to customers and created such flops as New Coke.....

Of Symbols, Rituals and Heroes


According to John Naisbitt, in this era of globalisation, the more universal we....

Of Big & Small Screens


Before the Cable & Satellite era, films were like a messiah for the Indian public. They...

NLP and the Brand Fingerprint


We have all heard of brand persona, personality and image. These are perceptions of brands built through multiple touch points between the consumer and the brand. However, Neuro-Linguistic Programming (NLP) allows us....

New Age Consumer


You are probably aware that McDonald’s is closing down many of its stores. The consumers have once again exercised their choice. Most marketers are always aware of the ‘make and break’ power of the consumer.....

Modern Retail – Advantage Consumer


Retailing is big business globally. 10% of the world’s billionaires are ...

Hybrid Consumer


In their book, Convergence Marketing, Jerry Wind and Vijay Mahajan argue that at the end of the 90s, marketing was taken up by the dominance of Internet marketing with a cyber consumer and the death of traditional marketing. But the cyber consumer was,....

Form vs Function: Design, Emotion and Profitability


This issue is about consumer choice and decision making. How do, for example, consumers decide between a better looking product versus just a plain albeit a functional one?

Dragon and the Mahatma


If there was anything that came across loudest and clearest at the World....

Country in Transition


According to the BRIC report by Goldman Sachs, over the next 50 years, Brazil, Russia, India and China – the BRIC’s economies- could become a much larger force in the world economy.....

Brands Unlimited


I was in New York recently and looking for a good cup of coffee. As you know every shop in NYC is an eatery, but I could not get my cup of coffee, the way I like it. I hunted for Starbucks as no other Cappuccino would do for me. ....

Branding Dreams


With increasing brand proliferation, media clutter and noise, marketers are always exploring new avenues to promote brands. One such opportunity is product placement in feature films. ....

Beyond Proposition To Attitude – Guest Column


This week the column is dedicated to brands that became icons, brought about...