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Cont ent s P r a r a mb hS p e a k s . . . . . . ( 1 )
I t s t i me t o r i s e . . .
Wa c k yI d e a s ! ! ! S e n daGi f t : I n n o v a t i o ni nt h e g i f t i n gs e r v i c e …. . . . . . . . . . . . . . . . ( 2 )
Mo n t h l yF e a t u r e s AS p a c ef o rE v e r yWo ma n …. . . . . . . . . . . . . . . . ( 3 ) T h eR i s eo f Co l l a b o r a t i v e Co n s u mp t i o nS e r v i c e s …. . . . . . . . . . . . . . . . ( 5 ) A t Y o u rS e r v i c e ! ! …. . . . . . . . . . . . . . . . ( 7 ) I mme r s i v eB r a n d i n g …. . . . . . . . . . . . . . . . ( 9 ) I n n o v a t i o n si nI n d i a n F o o dI n d u s t r y …. . . . . . . . . . . . . . . ( 1 1 ) T h eV a d aP a vKi n g -J u mb oKi n g . …. . . . . . . . . . . . . . . . ( 1 2 ) R i s ea n dF a l l o faV i s i o n a r y …. . . . . . . . . . . . . . . . ( 1 4 )
T e a mP r a r a mb h . . . . . . ( 1 7 )
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A d d o n s T h eR e a d e r s ’ Co r n e r . . . . . . . . . . . . . . ( 1 6 )
E mp r e s s a r i o| A u g u s t 2 0 1 3
Pr ar ambhSpeaks “ Cu s t o me rs e r v i c ei sn o tad e p a r t me n t , i t ’ se v e r y o n e ’ sj o b . ” -An o n y mo u s I nbus i ne s s , wehe a ral otoft i me st ha t“ t hec us t ome ri sa l wa y sr i g ht ” . Thi spa r t i c ul a r l i nei snotj us tr e v e r be r a t e di nt hel o we rl e v e l sofaf i r m/ s t or e ,buts omeoft hebi g g e s t na me si nt hewor l d,s omeoft hebe s tf i r s t g e ne r a t i one nt r e pr e ne ur sbe l i e v ei n. Some t hi ngr e l a t e dwhi c hs omeoft hebi gna me sl i k eJ e f fBe z os ,Sa m Wa l t on,e t c . be l i e v ei ni st ha tt hec us t ome rdoe s n’ tl ookf orpe r f e c t i one v e r y whe r e , butt he yl ookf or e x pe r i e nc e , a ndt hebi g g e s twe a ponwi t ht he mi st hewor dofmout h. Sot ha tma k e st he s y ncbe t we e nt hema r k e t i ngofe x pe r i e nc ea ndt hea c t ua le x pe r i e nc eut mos ti mpor t a nt . La s te di t i on,wes t a r t e dof fwi t hSe r v i c e sMa r k e t i ng ,whe r ewef oc us e dont hes ome oft hebus i ne s si de a sg e ne r a t e di nc a mpusbyt hes e ni orba t c h. Wea l s ome nt i one dt ha t wewoul d bec ont i nui ngt hes a mei nt hene x tv ol ume .Wi t hf oc uson a l r e a dy i mpl e me nt e d“ Wa c k y ”i de a si nt hes a mes pa c e , i nt hi sv ol umewewoul dbec ont i nui ng ourdi s c us s i onont hes a met he mebuti nadi f f e r e ntwa y ,byl ook i nga ts omeoft he bus i ne s s e swhi c hbe c a mes uc c e s s f ula nds omet ha tbe c a mef a i l ur e sf orr e a l .Thef oc us i sonawi dev a r i e t yofbus i ne s s e sr a ng i ngf r om c ons ul t a nc y ,f ood& be v e r a g e ,pr oc e s s i nno v a t i ons ,ma r k e t i ngi nno v a t i onsa ndt hei nt e r ne t .Mos toft he ma r ene wupc omi ng bus i ne s s e sa ndoneoft he mc oul dn’ tg oa he a da si nt e nde dbuts e r v e si ng i v i ngust he r i g htl e s s onsa sf ut ur ee nt r e pr e ne ur s . I nt hee ndwewoul da g a i ns a yt ha ti ti st hec us t ome rwhoc a nbet hej udg e ,t hej ur y a nde x e c ut i one rf ory oua ndy ours e r v i c e .Thec us t ome rc a nbet i c k e dof fbyt he s l i g ht e s tmi s ma t c hi npr omi s e sa ndde l i v e r a nc e , a ndac us t ome rha shi s / he ro wnwa yof de c i di ngy ourf a t e ,whi c hBr o wn& Wi l l i a ms onToba c c ounde r s t ooda ndt he i ra d r e f l e c t e dt hes a me ,a s“ Iwon’ tc ompl a i n.Ij us twon’ tc omeba c k ” .Ho wy ouc a nwor k y ourwa ya r oundi ti sama j orl e a r ni ngt ha ty oure v e r y da ybus i ne s sa ndc ompe t i t i on t e a c he sy ou. Fi na l l y ,i nt hewor dsofRa yKr oc ,t hema n be hi ndt hes uc c e s sof Mc Dona l d’ s , I fy o uwo r kj u s tf o rmo n e y , y o u ’ l l n e v e rma k ei t , b u ti fy o ul o v ewh a ty o u ’ r ed o i n g a n dy o ua l wa y sp u tt h ec u s t o me rf i r s t , s u c c e s swi l l b ey o u r s .
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Wac kyI deas! ! !
S e ndaGi f t : I nno v a t i oni nt heg i f t i ngs e r v i c e
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Fourf r i e ndsf r om Ahme da ba dRa hulSa r a f ,Roha nSa r a f ,Rona kAg a r wa la ndPr a na yGupt a c a meupwi t habe a ut i f ulc onc e ptofbuddy g i f t i ng . c om,a nonl i neg i f tma r k e t ,ma k i ngt hemodeof g i f t i nge a s y ,e x pl or a bl e& qua l i t a t i v e .
Pr obl e mS t a t e me nt :
The r ea r ema nyonl i nes t or e spr o v i di ngonl i neg i f t i ng , buti na l loft he me i t he rwea r el i mi t e dt o s e ndi ngf l o we r sorc hoc ol a t e swhe r et he r ei sal a c kofa v a i l a bi l i t yofbr a nde dpr oduc t sort he s es t or e s a r ei nc a pa bl eofl e t t i ngt her e c i pi e nts e l e c tt heg i f tofhi s / he rc hoi c e .
Sol ut i onof f e r e d:
1)TheI de a I tba s i c a l l yi sonl i neg i f t i ng .Thec ompa nyha v epa r t ne r e dwi t he x i s t i nge c omme r c ewe bs i t e s& br a ndsl i k eFl i pka r t ,Fa s t t r a c k,Foot s y ,Hi de s i g n,Shoppe r ss t ope t ct he r e bys a v i ngi noni nv e nt or y s pa c e& pr o v i di ngal otmor eopt i onst ot her e c i pi e nt / g i f tpr o v i de r . 2)Ho wI tWor k s 1 .Se l e c tr e c i pi e nt-Se l e c toc c a s i ona ndda t a-Choos eg i f t s . 2.Anopt i onoft hr e eg i f t sf r om whi c ht her e c i pi e ntc a nma k ehi sc hoi c e / byg i f t i ngt hev ouc he r t her e c i pi e ntc a nc hoos ea nyi t e mf r om t hes i t e . 3.Forg r oupg i f t i ng ,s e l e c tf r i e ndsf r om f a c e book / bye ma i l ,ma k epa y me nta ndpr o v i des ome pe r s ona l me s s a g e( i fne e de d) . I ng r oupg i f t i ngal i nkwoul dbepr o v i de dt ot hef r i e ndswhe r et he yc a n ma k ec ont r i but i onsa nda me ndme nt sr e de e mi ngbyr e c i pi e nt . 4.I r r e s pe c t i v eoft hel oc a t i onwhe r ea l l t heg i f tpr o v i de r s( f r i e nds / c ol l e a g ue s )a r e ; t he yc a ns e l e c t a ndc ont r i but et he i rpa r toft hes ha r e .
TheTa r g e tMa r ke t
S t ude nt s ,Empl o y e e sora ny onewhoa r ea wa yf r om t he i rf r i e nds / c ol l e a g ue s / pa r e nt s / r e l a t i v e sc a ng i f t t he ma ny whe r ei nI ndi a . Al s oa ny oneout s i deI ndi ac a nc ont r i but ei nt heg i f t .
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La unc he dbyag r oupofs t ude nt sf r om Bi r l aI ns t i t ut eofTe c hnol og y Pi l a ni,Wome nSpa c e . i ni s a ni nt e r a c t i v es oc i a lme di ane t wor kt ha tpr o v i de swome nf r om a r oundt hewor l d,wi t hapl a t f or m whe r et he yc a ns ha r et he i rda i l yl i f ee v e nt sa nde x pe r i e nc e sa ndc a ng e tt og e t he ri nt hef or m of v i r t ua lg r oupsa ndpr o v i dehe l pa nda dv i c et oot he rwome nf r om a r oundt heg l obeondi f f e r e nt i s s ue sa f f e c t i nga ni ndi v i dua lort hewome nc ommuni t ya sawhol e . Spe a k i ngwi t ht heme mbe r she l pe dunc o v e r i ng,t heunde r l y i ngi de abe hi ndt hef ounda t i onof t hewe bs i t ea ndi t sf ut ur epr os pe c t s: *Wh a ti st h emo t i v a t i o nt oc o meu pwi t ht h i si d e ao fas o c i a l n e t wo r k i n gs i t ef o rwo me n ?Wh a ti st h en e e d t h a tt h i swe b s i t ei sf u l f i l l i n g ? I t ’ snote x a c t l yas oc i a lne t wor k i ngs i t e , i t ’ sak no wl e dg es ha r i ngpl a t f or mf orwome nt hr oug hout t hewor l d.Weof t e ns e eawoma nc a l l i ngupac ous i n,oraf r i e ndorac ol l e a g uet oa s kf ora dv i c eon ho wt ode a l wi t hhe rk i ds , orhe a l t hi s s ue sors i mpl yt oa s kf orar e c i pe ! I ma g i ne , i fs hec oul dg e tt hi s a dv i c ef r om wome nt hr oug houtt hewor l d.Ononepl a t f or ma ndne a t l yc a t e g or i z e d.Thei nt e r ne t ha sma dei tpos s i bl et oc ommuni c a t ewi t he a c hot he ra ny whe r ei nt hewor l da ndwea r el e v e r a g i ng t hes a met opr o v i det hi suni quepl a t f or mf orwome nt os ha r et he i re x pe r i e nc e sa ndk no wl e dg e ! The s i t ea l s ohe l pswome ng a i nk no wl e dg e , ha v ef una ndg a i nr e c og ni t i onf ort he i rc ont r i but i onswhi c h t he yc oul dnotha v ema dei fs uc ha noppor t uni t ydi dnote x i s t .
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*Ho wh a sb e e nt h ep r o g r e s ss of a ra n dh o wd oy o up l a nt oe x p a n di t? Weha v ebe e nwor k i ngont hewe bs i t es i nc es i xmont hsa nda f t e rbe t at e s t i ng , t hes i t ewa sl a unc he don Aug us t1s t ,20 1 3.Wer e c e i v e da ma z i ngf e e dba c kf r om wome npr i ma r i l yf r om Hy de r a ba da ndt ha ti s wha ti sk e e pi ngusg oi ng . Cur r e nt l y , wea r er e s t r i c t i ngourpr omo t i ononl yt oHy de r a ba da swewa ntt o i mpr o v et hedi f f e r e nts e c t i onsont hes i t ea c c or di ngt ot hef e e dba c k swer e c e i v ea ndi namont h’ st i me wewi l lbel ook i ngt ot a r g e tt heg l oba lwome npopul a t i on. *Ho wd oy o ua t t r a c tt a l e n ti nt h ei n i t i a l s t a g e so f y o u rb u s i n e s s ?Wh a ti st h ep r o p o s i t i o nt h a tp e o p l ewi l l b ei n t e r e s t e di n ? Hone s t l y , i ti sv e r ydi f f i c ul tt oa t t r a c tt a l e nti nt hei ni t i a l s t a g e sofa nybus i ne s s . The yne e dt os ha r et he s a mev i s i ona ndputi nal o tofhour sf orpa ya ndo t he rbe ne f i t st ha tmi g htno tma t c hwha tc or por a t e s woul dof f e r .Iwoul ds a ywea r el uc k ye noug ht oha v ef r i e ndswhobe l i e v e di nusa nda r et a l e nt e d e noug ht oc r e a t es uc hapl a t f or m. Andofc our s eweof f e rESOP’ s ( Empl o y e eS t oc kOwne r s hi pPl a n)t o a l lt hef oundi ngme mbe r s . *Le a v i n gaj o bwi t haf a n c yp a c k a g ea n ds t a r t i n gwi t hs u c hab i gp r o j e c tt a k e sal o to fc o u r a g e . Ho wd oy o uf e e l a b o u ti ta tt h i ss t a g e ? The r ei sal o tofr i s ki nv ol v e di nl a unc hi ngabus i ne s swi t hnopr i ore x pe r i e nc e ,butwes t a r t e dour s e r v i c e sf i r mPi x e l v i de , whi c hpr o v i de sdi g i t a l ma r k e t i nga ndt e c hnol og ys e r v i c e st obus i ne s s e swhi l ei n c ol l e g ei t s e l fa ndt he r ewa sal o tofl e a r ni ngdur i ngt hes a me .Sowewe r ec onf i de nta boutr unni nga bus i ne s sa f t e rc ol l e g et ooa ndwek ne w,a t22,ape r s on’ sr i s kt a k i nga bi l i t yi sal o tmor et ha nma y be e v e n56y e a r sdo wnt hel i newhe nwea r es e t t l e di nac omf or t a bl ej ob.Sot he r ea r ea bs ol ut e l yno r e g r e t s . * Ho wd oy o up l a nt oma n a g ey o u rf i n a n c e si nt h ei n i t i a l y e a r s ? Onc ewer e a c hourt a r g e tnumbe rofus e r s ,wewoul dl ookf orv e nt ur ec a pi t a lt of undouri ni t i a l e x pa ns i onpl a na ndi mpr o v et e c hnol og y . Thewe bs i t eha spr o v i de dwome na r oundt hewor l dwi t has pe c i a l l y t a i l or e doneofi t sk i ndpl a t f or m whe r e , a pa r ts ha r i ngt he i rda i l yl i f ee x pe r i e nc e s , t he yc a na l s odi s c us sa ndr a i s ev a r i ousi s s ue si mpa c t i ng t hee nt i r ewome nc ommuni t y .
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TheRi s eofCol l a bor a t i v e Cons umpt i onS e r v i c e s As hi s hKa l y a PGP–2, I I MI ndor e
Abhi j e e tDa s PGP–2, I I MI ndor e
Ai r bnb. c om i soneoft hemos tt a l k e da boutEnt r e pr e ne ur i a lv e nt ur e soft her e c e ntt i me s .I ti sa mul t i s i de dpl a t f or mt ha tbr i ng st og e t he rpe opl ewhowa ntt oputupr oomsf ora c c ommoda t i ona nd c ons ume r swa ntt oma k ebook i ng s . I ts t a r t e di nAug us t2008a ndbyt hee ndof20 1 2i twa sabi l l i on dol l a rc ompa ny . I tpoi nt st ot hepot e nt i a l ofv a l uec r e a t i onduet oc ol l a bor a t i v ec ons umpt i on, ane w s e r v i c ei ndus t r yi ni t s e l fwhi c hi sg r o wi ng . Col l a bor a t i v ec ons umpt i oni sa bouts ha r i ngofa c c e s st opr oduc t sors e r v i c e s ,wi t houtc ompl e t e o wne r s hi p.I ti sac a s eoft i medi v i s i onofo wne r s hi pa mongmul t i pl epa r t i c i pa nt s .Wha tha sma de t hi spos s i bl ea r et hec onne c t i onsde v e l ope dt hr oug ht hepr ol i f e r a t i ona ndpe ne t r a t i onofs oc i a l ne t wor k s .I ti st hes oc i a lc a pi t a lt ha ta ni ndi v i dua lha se a r ne dt hr oug hs oc i a lne t wor k st ha tr e duc e s t hei nf or ma t i on a s y mme t r ya nda l l o wsc ompl e t es t r a ng e r st ot r us te a c h ot he r .I ti snota si f c ol l a bor a t i v ec ons umpt i ondi dn’ te x i s te a r l i e r ,i t ’ sj us tt ha tno wt he r ei sac ha nc et os c a l ei tt ol e v e l s uni ma g i ne de a r l i e r . Col l a bor a t i v ec ons umpt i onc a nbec a t e g or i s e dt ot hr e et y pe s :Pr oduc tSe r v i c es y s t e ms ,whi c h e na bl ec ompa ni e st oof f e rg oodsa sas e r v i c er a t he rt ha ns e l lt he ma spr oduc t s ,f ore . g .Te x t book r e nt a l sl i k eCa mpus book r e nt a l s ,Re di s t r i but i onma r k e t s ,whi c he na bl emo v i ngus e dg oodsf r om s ome whe r et he ya r enotne e de dt os ome whe r et he ya r e ,f ore . g .us e de l e c t r oni c sl i k eGa z e l l e s .And l a s t l yCol l a bor a t i v eLi f e s t y l e s ,whi c he na bl epe opl ewi t hs i mi l a rne e dsa ndl i f e s t y l et os ha r ea nd e x c ha ng ea s s e t st hr oug hwe bs i t e sf ore . g .Tr a v e lP or t a l s( Ai r bnb) .I na l lt he s es e g me nt s ,r e put a t i on i si mpor t a nta swene e dt ode a lwi t hs t r a ng e r swhom wedon’ tk no w. Ai r bnbha sf e a t ur e sl i k er e v i e w a ndr a t i ng sa st ool sf ort hec ommuni t yt os e l f r e g ul a t et hepa r t i c i pa nt s .
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Forc ol l a bor a t i v ec ons umpt i ont ot a k epl a c e ,a ne na bl i ngs uppor ts t r uc t ur eha st obebui l da nd t he r e i nl a y st heoppor t uni t yf ore nt r e pr e ne ur s . Thev a l uet ha twi l lbec r e a t e df orpa r t i c i pa nt si sc l e a r ; y oupa yf orwha ty ouus e .Ho we v e rwha tne e dst obee ns ur e di st ha tt hepr oc e s sofpa r t i c i pa t i on s houl dn’ tbet i r e s ome ,c umbe r s omeorha s s l i ngs oa st odi s s ua det hepa r t i c i pa nt s .Thusa ne nt r e pr e ne uri sne e de dwhoc a nde s i g nt hes y s t e mswhi l el e v e r a g i ngt hes oc i a lc a pi t a lofpa r t i c i pa nt s ,whi c h wi l la l l o wt hi sa ndi ns omec a s e se v e ng of ur t he ra nda ddmor ev a l ue . Al s oi ti sac l a s s i cc a s eofs e r v i c e sma na g e me ntpr obl e mwhe r e i nbe ha v i ourma na g e me ntofc us t ome r s i sofut mos ti mpor t a nc et ode l i v e rt hes e r v i c es uc c e s s f ul l y .Fore x a mpl ei nc a s eofZi pc a r ,wha t ha ppe nsi fac us t ome rf a i l st or e t ur nhi sc a ront i mea nda no t he rc us t ome ri sl e f twa i t i ng ? I ndi aha ss e e ns omea c t i onont hi sf r ont .www. z oomc a r . c om ha sbe e nl a unc he di nMa r c h20 1 3i n Ba ng a l or ewhi c hi st r y i ngt or e pl i c a t eZi pc a r ’ sbus i ne s smode li nI ndi a .Roomwa l e . c om ha st r i e dt o r e pl i c a t eAi r bnbbutwi t hl i mi t e ds uc c e s s . The s ea r ee a r l yda y sf orc ol l a bor a t i v ec ons umpt i onc onc e pt s i nI ndi a ; wea r eboundt os e emor ea c t i oni nt het i me st oc ome . “ Thes ha r ee c onomywi l lbl o wupt hei ndus t r i a lmode lofc ompa ni e so wni nga ndpe opl ec ons umi ng j us ta sYouTubedi dwi t hTVa ndbl og sdi dwi t hma i ns t r e a m me di a ” For be s Re f e r e nc e s 1 .Be y ondZi pc a r:Col l a bor a t i v eCons umpt i on,Ra c he lBo t s ma na ndRooRog e r s ,HBR a r t i c l e , Oc t20 1 0 2.TheSha r eEc onomy , For be sa r t i c l e , Fe b20 1 3 3.ne x t bi g wha t . c om –Ar t i c l et i t l e d–Roomwa l ewa nt st obet heAi r bnbofI ndi a
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Tr uet ot hema x i m byPhi l i pKot l e r“ Ma r k e t i ngt a k e sada yt ol e a r n.Unf or t una t e l yi tt a k e sa l i f e t i met oma s t e r ” .Al lt hec ompa ni e st r yt oa c hi e v et hebe s tma r k e t i ngpr a c t i c e si nt hi sv i c i ous wor l d.The yt r yt odot hebe s tpos s i bl ej obbyc a t e r i ngt oe v e r yoneoft hec ont e mpor a r y7p’ sof ma r k e t i ngna me l y–Pr oduc t ,Pl a c e ,Pr i c e ,Pr omot i on,P e opl e ,Pr oc e s sa ndPhy s i c a lEv i de nc e . Ta l k i nga boutt hes e r v i c e ss e c t ori npa r t i c ul a r ,i ti sg oi ngt hr oug hapha s eofr a pi dc ha ng e s .A que s t i ont oponde rhe r ei swhydowes e et hee c onomi e sa c r os st hewor l di nc l i ni ngt o wa r dst he s e r v i c es e c t or ?Ca nt he r ebea ne c onomywhi c hde r i v e si t sGDPba s e ds ol e l yons e r v i c e sa ndnot hi ng e l s e ?Fore x a mpl e ,wes e eac ount r yl i k eMa l a y s i awhi c hba s e si t se c onomya l mos ts ol e l yont our i s m. I fwewe r et odi f f e r e nt i a t ebe t we e ns e r v i c e sr e l a t e dpr oduc t sa ndnons e r v i c e sr e l a t e dpr oduc t s , t hef i r s tt hi ngwhi c hi sa l s ot hemos ti mpor t a nti st hede l i v e r ywhi c hi sac ombi na t i onofPr oduc t , Pl a c e ,P e opl ea ndPr oc e s s .Thena t ur eofs e r v i c e sbe i ngr e a lt i mede l i v e r yl e a di ngt oi mme di a t e c ons umpt i ons ot os a yi suni quet os e r v i c e s .Ei t he ry out a k et hephy s i c a lpr e s e nc eoft hepe r s on de l i v e r i ngt hes e r v i c ei nt oa c c ountort hes pe e dypr oc e s s e st ha tpe opl ewa ntt os e e ,bot ha r e i mpor t a ntt os e r v i c e s .I ft hi st a k e smor et ha nt hee x pe c t e dt i me ,t hi sc a us e s‘ c ons ume rdi s s ona nc e ’ , whi c hi sa nunc omf or t a bl ef e e l i nga ndus ua l l yl e a dst ot hec us t ome rt a k i nghi smone ye l s e whe r eor e x pe r i e nc i ngr e mor s eo v e rt hepur c ha s e .Thepos tpur c ha s es e r v i c e sa ndt hea f or e me nt i one dpoi nt f or msa ni mpor t a ntpa r tofCus t ome rRe l a t i ons hi pMa na g e me nt .Fore x a mpl e ,ma nya ut ode a l e r s ha v es e pa r a t ev e hi c l es e r v i c i ngout l e t st or e pa i rv e hi c l e sa ndof f e rf r e ei ns pe c t i onsofv e hi c l e s pur c ha s e df r om t hes a i dde a l e r s hi psf ort hee nt i r edur a t i onofo wne r s hi p.
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Ane x a mpl ei sMa dOv e rDonut s , whe r eonec a ns e ehi s / he rf a v or i t edonutbe i ngpr e pa r e d. Si mi l a r l y , t hi sc a nbee x t e nde dt oc a rr e pa i rf a c i l i t i e swhe r et hes e r v i c ea c t i v i t yi sf ul l yv i s i bl et hr oug hg l a s s wi ndo ws . Ma nyoft he s eba c k s t a g ea c t i v i t i e sc oul dbebor i ngf ors omec us t ome r sbutt oha v ea ni mpa c t upont hec us t ome r , t hi si sa ni mpor t a ntopt i ont opr o v i de , c a t e r i ngt ot he7t hP( Phy s i c a lEv i de nc e ) . Thea f or e s a i dpoi nt sha v ebe e ndi s c us s e dwi t hr e s pe c tt ot hec us t ome r .Theo t he rc ompone ntwhi c h c ompl e me nt st hee nt i r es e r v i c e ss y s t e mi s‘ P e opl e ’i . e .t hee mpl o y e e spr o v i di ngt hes e r v i c ea ndt he c us t ome r sbe ne f i t i ngf r omi t . Re l a t i ons hi pwi t ht hes e l l e ri sama j ordr i v e rf orpur c ha s ea st hepr oduc t i si nt a ng i bl e . Wi t ht he7P’ si npl a c ea ndt heg r o wi ngus eoft e c hnol og yi ne v e r yf i e l d, t hena t ur eoft he s e r v i c ee c onomyi sboundt oc ha ng e . Sour c e s : ht t p: / / j s r . s a g e pub. c om/ c ont e nt / 7/ 1/ 20 ht t p: / / a l e x a nde r c ons ul t i ng s bi z . c om/ a r t _s _m_c ha l l e ng e . ht ml ht t p: / / www. ma r k e t i ng pr of s . c om/ t opi c / a r t i c l e s / s e r v i c e s ma r k e t i ng bx . bus i ne s s we e k . c om/ c us t ome r s e r v i c e ma r k e t i ng
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Ma r ke t i ng–TheMode r nWa y I mme r s i v eBr a ndi ng Ne e r a j Kuma r PGDMVGSOMI I TKha r a g pur
Me r e l ye ng a g i nga udi e nc eonFa c e booka ndot he rs oc i a lme di ai nor de rt oi de nt i f ywi t ht he br a ndi sj us tnote noug hi nt oda y ’ shi g hl yc ompe t i t i v ema r k e t pl a c e . Toda yc ompa ni e sa r enotl e a v i ng a nys t oneunt ur ne dt oa t t r a c ta ndr e t a i nc us t ome r s . A s t e p f or wa r d i n t hi s di r e c t i on i s t o k e e p c us t ome r se ng a g e d t hr oug h ‘ I mme r s i v e br a ndi ng ’ . Gonea r et heda y swhe nc ompa ni e sus e dt oa t t r a c tc us t ome r sj us tt hr oug h a t t r a c t i v ev i s ua l sa ndr e s ona t i ngme s s a g e s . Toda y , t he ya r et a k i nga na ddi t i ona ls t e pt opr o v i dea l a r g e r t ha nl i f ebr a nde x pe r i e nc e . Thepr oc e s sof f e r sa360de g r e ee x pe r i e nc et ha tpl a c e sone ’ ss e ns e sa tt hef or e f r ontofdi g i t a l t e c hnol og y ,c r e a t i ng a ni ma g et ha ti sr i c hi ne ng a g e me nt ,of f e r i ngabr a ndi nge x pe r i e nc el i k eno ot he r .Ont her ol la r el i k ene v e rbe f or ei nf e c t i ousc a mpa i g ns ,l a r g e rt ha nl i f ee x pe r i e nc e sa ndmuc h mor e . I ne s s e nc e , t hes ur r e a l be a ut yofbr a ndl a nds c a pi ngi sc a t a pul t e dt os uc ha ne x t e ntt ha ti tc a s t s as pe l lont hea udi e nc e. Mor epr e c i s e l y ,i t ’ sa ne f f or twhe r ea na r r a ng e me nti sma det obr i ng t hec us t ome r s ,pr oduc t s , s e r v i c e sa ndt hee nt i r ewor k i nge nv i r onme ntonac ommonpl a t f or m me a ntt ol e a v ea ni nde l i bl e ma r kont heps y c heoft hec ons ume r. I t ’ sl i k eat he mepa r t yv ouc hi ngf ort hebr a nd. Soho wdoma r k e t e r sus eI mme r s i v ebr a ndi ng ? Compa ni e st e ndt oe ng r os sc ons ume r sa t t e nt i onb ys ur r oundi ngt he m wi t hc a mpa i g nss uc ha s s e t sf or i ma g i na r yc hoc ol a t el a nds ,dol lwa r dr obe se t c .Suc has t r a t e g yhe l pst hec ompa ni e st oa t t r a c tt he whol e s omea t t e nt i onofc ons ume r s , g i v i ngt he m ac l os e rt ol i f ee x pe r i e nc e .
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Cons i de r ,f ori ns t a nc e ,s ma r tphone sa ndt a bl e t si ndus t r y ,whe r ebr a nddi f f e r e nt i a t i oni squi t e di f f i c ul ta ss i mi l a rpr oduc t sa r ebe i ngc ompa r e d. I ns uc hc a s e si mme r s i v edi g i t a le x pe r i e nc e sc ome qui t eha ndyf ore duc a t i ngc ons ume r sont hev a l uepr opos i t i onoft hepr oduc ta swe l la sc r os s s e l l i ng a c c e s s or i e s . No t hi ngc a nbeas ubs t i t ut et oar e a l l i f eha nds one x pe r i e nc e . Thi si st hephi l os ophywhi c h i sno wa da y sbe i nga dopt e db ymos toft hec ompa ni e s .I nt e r a c t i v et ouc hs c r e e na ndg e s t ur ec ont r ol e x pe r i e nc e spr o v i dec us t ome r swi t ht hea bi l i t yt oc onf i g ur ea ndpe r s ona l i z et hepr oduc t sa c c or di ngt o t he i rne e ds . Mor e o v e r , I ti se s t i ma t e dt ha ta dopt i ngi mme r s i v ebr a ndi ngt e c hni que swi l l a ug me ntt hes a l e sf i g ur e s ofbo t ht hema i na nda nc i l l a r ypr oduc t ss ubs t a nt i a l l ya ndwi l la l s oi nc r e a s et hepr of i t ma r g i ns. I ns hor t , wec a ns a yt ha tI mme r s i v e Br a ndi ngi sa ni ni t i a t i v et a k e nt or e v ol ut i oni z et hee nt i r ebr a ndi ng c onc e pta ndi sg r a dua l l yi nc r e a s i ngi t ss c opet oi nc l uder ur a lma r k e t sa swe l l .Ho we v e r , ho wwe l li t woul dber e c e i v e db yt hes e g me nta tt hebo t t om ofpy r a mi di ss t i l l adoubt f ul s i t ua t i on. Butt hev a l ue i ti sa ddi ngt o‘ e x pe r i e nt i a lma r k e t i ng ’ i sde f i ni t e l ywi t ne s s i ngame t a mor phos i s .
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I ndi a nFoodS e r v i c eI ndus t r y : I nno v a t i onsRe qui r e d
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Foods e r v i c ei ndus t r yi soneoft hemos tf l our i s hi ngi ndus t r i e si nt heI ndi a ns e r v i c es e c t or .The g e ne r a l e x odusf r omt her ur a l a r e a st ot heur ba na r e a s , c ha ng e si nt hel i f e s t y l eofma s s e sa ndi nc r e a s e i ni nc omea swe l la sc ons umpt i onl e v e lofpe opl ei sl e a di ngt oas hi f ti nf oodpr e f e r e nc e s ,c a us i nga s udde nr i s ei nde ma ndi nt hef oods e r v i c es e c t or .Mor e o v e r ,wor k i ngc l a s spe opl e ,whof i ndi t di f f i c ul tt oc ooka thome ,r e s or tt oout s i def oodwi t hc os tc ons c i ouspe opl ef a v our i ngt hel oc a lf a s t f ood.Wi t ha l mos t84% oft hef oods e r v i c es e c t orbe i ngi nt heunor g a ni z e ds e g me ntoft hema r k e t , i ti squi t eobv i oust ha tt he r ei sane e dt obr i ngs omes e r i ousi nno v a t i onsi nt hi ss e c t ort odr a wt he c or r e c ta mountofbe ne f i toutofi t .Re c e nts t udi e sha v er e por t e dt ha tmos toft hef a s tf ood c ons ume r si nI ndi abe l ongt ot hea g eg r oupof1 840y e a r s .I ndi a ,be i ngac ount r yc ompr i s i ngof mor et ha n1 . 2bi l l i onofpopul a t i on, i ti sv e r yi mpor t a ntt odi r e c tt hemuc hf a v our e df a s tf oods e c t or i nar i g htdi r e c t i oni . e . ,t r a ns f or mi ngt hej unkf oodi nt ol i g hta ndhe a l t hyf ooda ta f f or da bl epr i c e s r e a c hi ngoutt oma j or i t yofpe opl e .Be s i de sc r e a t i ngas a f e rpl a t f or mf ort hi s ,i ti sv e r yi mpor t a ntt o ma k ei tapoi ntt oha v ea ne v e nl ys pr e a de x pa ns i onoft hi ss e g me nti na l la r e a sofourc ount r ya st he popul a t i oni shi g hl ys c a t t e r e da sofno w.Duet ot hes y s t e ma t i cg r o wt hoft hef oods e c t ori na l lpa r t s oft hec ount r y ,abe t t e ra c c e s s i bi l i t ywoul dc r e a t eag e ne r a lpa t t e r nofc ons umpt i on,wi t hpe opl eof s a mei nc omec l a s sf ol l o wi ngt hes a met r e ndofe a t i ngha bi t sa tapoi ntoft i me .Thi s ,i nt ur n,woul d r e duc et hes c a t t e r e dna t ur eofc ons umpt i onha bi t soft hec ons ume r s .Asf a ra si nno v a t i oni nf ood s e c t ori sc onc e r ne d, wek no wt ha tf a s tf oodi sl o wi nnut r i t i ona ndhi g hi ns a t ur a t e df a t , s odi uma nd c a l or i e s .The r e f or e ,s omea l t e r na t i v e ss houl dbel ook e df ort oc onv e r tt hi si nt oahe a l t hyi nt a k e . Ta k i ngas pe c i f i cf oodi t e ma ndpr e pa r i nguni quedi s he soutofi ti saf a v our a bl ewa yofc r e a t i nga g oodma r k e ta ndi ft hi sha ppe nst obea na g r i c ul t ur a lpr oduc t ,t ha ta ddsawa yl otofbe ne f i t so v e r c os te c onomi c a l l y . Fore x a mpl e ,s e t t i ngups ma l lf oodc ha i nss pe c i a l i z i ngi ns o y abe a ndi s he sa ndpr oduc t ss e e mst obea g oodi de a , s i nc et hel oc a la swe l la st hef a mousr e s t a ur a nt sdono ta l wa y sof f e ras o y abe a ndi s ha ndi t i sno te v e nv e r ypopul a rorf r e que nt l yc ook e di nda yt oda yhous e hol d. Thi sbe c ome sama j orf a c t orf or c r e a t i ngac r a z ef ors o y abe a ndi s he s . So y abe a ni sc ons i de r e dmor el i k ea noi l s e e dr a t he rt ha napul s e , t houg hi tha shi g hpr o t e i nc ont e ntwhi c hi sne e de df ora ni ma l body . Be i ngahe a l t hyf ood, i ti se a s yt o ma r k e ti ta ndc r e a t i ngdi f f e r e nti t e msoutofi tmi g hta t t r a c tpe opl ea si tha ppe nst obeoneoft hemos t pr e f e r a bl ef oodi t e msi nde ma ndt he s eda y s .De v e l opi ngs t or e sde a l i ngonl yi ns o y abe a npr oduc t s woul dbr i ngmul t i pl ebe ne f i t st ot hee c onomya swe l l . Si nc es o y abe a ni sa na g r i c ul t ur a l pr oduc t , i t s i nc r e a s i ngde ma ndhe l psi mpr o v et hel i v i ngc ondi t i onsoff a r me r sb yi nc r e a s i ngt he i re a r ni ng s . Mor e o v e r ,be i ngahe a l t hyf oodi t e m,i tc a npr o v i det hes o y abe a ns t or e swi t hawi dema r k e t .I ft he s t or e ss pe c i a l i z ei ns o y abe a ndi s he s , t he yc a nc a r v eani c hema r k e tf ort he ms e l v e sb ys e r v i ngt hes o y a be a nl o v e r swi t hav a r i e t yofdi s he s . No ws i nc et hi si sa na g r opr oduc t , i tc a nbeobt a i ne da tal o wc os t . Thi si mpl i e st ha tt hepr i c ea twhi c ht hes o y adi s he sc a nbes ol dc a na l s obea f f or da bl eb yma j or i t yof pe opl ei fanomi na lpr of i tma r g i ni sc ons i de r e d,t houg ht hepr i c e sma yv a r ywi t ht het y peofdi s h. He nc e ,Iwoul dl i k et oc onc l udeb yme nt i oni ngt ha ti nno v a t i onsc a nbebr oug hti na ni ndus t r yb y f oc us i ngonapa r t i c ul a rs e g me ntoft hei ndus t r ya tapoi ntoft i mea ndt hede v e l opme ntofa no v e r a l l i ndus t r yi sde pe nde ntont hede v e l opme ntofi ndi v i dua ls e g me nt sa sawhol e .
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TheVa daPa vKi ngJ umboKi ng Ami tGunj a n PGDM, I MTHy de r a ba d
“ I ti sma nyt hi ng st oma nype opl ei ti ss i mpl e ,t a s t y ,a ndy e s ,v e r yc he a p.Buti ti sc e r t a i nl ynot t hes t uf fofdr e a ms ,e s pe c i a l l yt heg l oba lk i nd. ”–Dhe e r a jGupt a ,Founde r ,J umboKi ng . I r oni c a l l y ,i twa s n' tt heMumba i ' sl o v eofVa daPa vt ha ti ni t i a l l yi ns pi r e dDhe e r a jGupt aa ndhi s wi f eRe e t aGupt ai n200 1 . Thoug hbi t i ngt hepi pi ng hott r e a t sofde e pf r i e dpot a t odumpl i ngs e r v e d i nal i g ht l y but t e r e dbunma ybes ur g i ng ,Dhe e r a j ' sor i g i na li mpe t usf orJ umboKi ng ’ sVa daPa vwa s muc hmor es t r a i g ht f or wa r d.Onc ehev i s i t e dLondont os e ehi sf r i e nd,whoo wne daBur g e rKi ng Fr a nc hi s e .Hewa sf a s c i na t e dbyt hehug ea mountofpr of i t st hebus i ne s swa sma k i ng .Hewa sa l s o i ns pi r e dby‘ Mc Dona l d' s : Be hi ndt heAr c he s ’ AbookbyJ ohnF . Lo v e , a f t e rwhi c hhes t a r t e dt og i v e hi st houg ht sat ouc hofI ndi a nf l a v oura ndr e t ur ne dt oMumba it oope nhi sf i r s tout l e tna me da s ‘ Cha a tFa c t or y ’ne a rMa l a dRa i l wa ySt a t i onl e a v i ngbe hi ndhi sf a mi l yo wne dbus i ne s s .Cont r a r yt o Va daPa vs ol dbyha wk e r s ,t heJ umbok i ngVa daPa vi sc ook e di nas t a t e of t he a r ta ndhy g i e ni c s y s t e ma te v e r yout l e t .Hi ss t r a t e g i cde c i s i on ofr e a c hi ngt hehi g he rma s sbys t a y i ngc l os et o c us t ome r sdi dc os thi m hi g hr e nt sbute v e nt ua l l yi twe ntonf e t c hi nghi g he rr e t ur nsa shi sl a r g es i z e pr oduc twe ntpopul a rwi nni ngt hehe a r t soff oodi e s . Ev e nt ua l l y ,t he r ewa sapr oduc ta v a i l a bl ea ta l mos te v e r ynooka ndc or ne rofMumba i ,hug e l y popul a ra nds t a r t e ds e l l i ngf ora sl i t t l ea s5I NR. La t e r , I nno v a t i ont oot r i g g e r e dt ol a unc hma nyne w pr oduc t s .
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Ti me l i neofJ umboKi ng :
Toda y ,J umboKi ngr unsl i k ea nyo t he rwe s t e r nf a s t f oodg i a nt ,wi t hs t a nda r dope r a t i ngpr oc e dur e s a v a i l a bl ef ore v e r ya r e aofope r a t i on.I nt e r msofma na g e me nts t r a t e g i e sa ndde c i s i ons ,i tha sal o tt o i t spl a t e .Ac r os sa l ls t or e s ,t hemo t t oi st hes a me :as i mpl ef ooda ta na f f or da bl epr i c ei nc l e a n s ur r oundi ng s . Ha v i ngbe e ng r o wnhug e ,t hi sj umbos i z e ds uc c e s ss t or yt oda yboa s t st os e l lmor et ha n9c r or eVa da pa va ndha v eo v e rf i f t ybr i g hty e l l o wa ndor a ng es e l f s e r v e ,f a s t f oodbr a nc he ss pa nni ngo v e rv a r i ous c i t i e s .Dhe e r a j ’ sa mbi t i ouspr oj e c ta nt i c i pa t e shi t t i ngmor et ha n1 000out l e t sa ndt a r g e t sbi l l i on dol l a r shi g he rt ur no v e r si ny e a r st oc ome .Thi sg r e a ti ns i g htwi t hi nno v a t i oni npr oduc tde l i v e r yha s he l pe dt hi sf oodc ha i ni ni t she i s tt oZe ni t h. Thoug hf a c e dt hr e a t sb yma nyc ompe t i t or sa ndc ha l l e ng e t obr i ngt hel o v ef orVa daP a vpa nI ndi a ,J umboKi ngha sbe e na bl et opos i t i oni t s e l fwe l li nt he ma r k e t . Kudost ot hee nt e r pr i s i ngGupt ac oupl ef ort r a ns f or mi ngt hewa yVa daP a vi ss e r v e di nI ndi a t oda ya ndIhopei ti she r et os t a y , t os a i lhi g he r ! !
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RI S EANDF ALLOFA VI S I ONARY Sa k e t haPi ng a l i PGDM, I MTHy de r a ba d
I nf or ma t i onTe c hnol og ye r awa st hepe r i odwhe nI ndi as udde nl ywi t ne s s e dhi g hg r o wt hi n s e r v i c es e c t or .I Tha dbe c omet hema i ni nt e r e s toft hec ount r y .Sof t wa r ei ndus t r ys a wadr a ma t i c de ma nda ndf i r msi nc r e a s e dt he i ri nv e s t me nti ni nf or ma t i ont e c hnol og y . Sowi t ht hes udde nboom s uppl e me nt e d wi t h pe r s ona ls k i l ls e t sa c qui r e do v e rt hey e a r s ,V. V. V. Sa t y a na r a y a nas t a r t e da c ompa nyna me d‘ Vor t e xt e c hnol og i e sLt d’i nt hey e a r2000.Thec ompa nyf oc us e dons of t wa r e pr oduc t st oc a t e rEnt e r pr i s ePr oj e c tMa na g e me nta ndSt r a t e g yMa na g e me nt .Thepr oduc tt a r g e t e d Ent e r pr i s ePr oj e c tMa na g e me nta ndi ni t i a l l ys ho we ds uc c e s s f ulr e s ul t si nt hec ons t r uc t i oni ndus t r y . I nt hei ni t i a lpe r i od,t hec ompa nyt a r g e t e dl oc a lma r k e t swi t hi nt hes t a t e .Al t houg ht he yc oul d e x pa ndt oi nt e r na t i ona lma r k e t sonc eas t r ongc us t ome rba s ewa sf or me d.Wi t hi nnot i me ,t he c ompa nypr og r e s s e dc ons i de r a bl y . Thepr oduc twa sba s e donMi c r os of tTe c hnol og i e sa ndMi c r os of t publ i s he dt he i rpr oduc tonMi c r os of t ’ sma r k e t i ngwe bs i t ea sac a s es t udy .I n2002,t he i rl a t e s t t e c hnol og ydotne twa sr a nk e da mongt opt e ni nI ndi abyMi c r os of t . I n2005, t hec ompa nyr e c e i v e d t he“ ACE”( a wa r df orc us t ome re x c e l l e nc e )f r om Mi c r os of t .Thepr oduc twa spur c ha s e d by Andhr aPr a de s hLe g i s l a t i v eAs s e mbl y , f ora l lt he i rMLAsa ndMLCst oma na g et he i rc ons t i t ue nc i e s . APi r r i g a t i onde v e l opme nt s ,HMDA ( Hy de r a ba dMe t r oDe v e l opme ntAut hor i t y )we r ef e woft he s i g ni f i c a ntc us t ome r s ,whoma na g e dt he i rpr oj e c t sus i ngVor t e xt e c hnol og i e s ’pr oduc t .Ma y t a s ,a n i nf r a s t r uc t ur ec ompa nyma na g e dt he i re nt i r eSt r a t e g yMa na g e me nt( 6P5Rf r a mewor ks i mi l a rt o Ba l a nc e dSc or e c a r d)us i ngt he i rpr oduc t . VVV. Sa t y a na r a y a na ,a nEl e c t r oni c sa ndCommuni c a t i onse ng i ne e r ,g r a dua t e di nt hey e a r1 982. Thr oug houthi sc a r e e r ,hewor k e di nt e a c hi nga nd ma nuf a c t ur i ngi ndus t r y .Heha sha nds on e x pe r i e nc ei nv a r i ousf unc t i onsoft heor g a ni z a t i onwhi c hi nc l ude sQua l i t ySy s t e ms , Ope r a t i ons , Sa l e s a ndMa r k e t i ng .Hea l s os e r v e da sRe g i ona lDi r e c t orofMi c r os of t( t hehi g he s tr e c og ni t i onf r om Mi c r os of tf orTe c hnol og ySpe c i a l i s t s )f ort woy e a r sa ndr e c e i v e dt hemos tVa l ua bl ePr of e s s i ona la wa r d f r om Mi c r os of t .Hes e r v e da saMa na g e me ntCommi t t e eme mbe rofHYSEA( Hy de r a ba dSof t wa r e Ex por t e r sAs s oc i a t i on) .Her e c e i v e dYoungEng i ne e roft heYe a r( 1 995)a wa r df r om I ns t i t ut eof Eng i ne e r s ,Vi j a y a wa daCha pt e r .HeSpok eons of t wa r et e c hnol og i e sa ndERPonv a r i ousI ndi a na nd i nt e r na t i ona lpl a t f or ms . I n1 999, i twa sr e l a t i v e l ye a s yt os t a r tupt hec ompa nya st hema r k e twa sboomi ng , but s us t a i na bi l i t ywa sas e r i ousc ha l l e ng e . Thema j orc ha l l e ng e st he yf a c e dwe r ea t t r i t i onofs t a f fa nds a l e s . Be i ngas ma l lc ompa ny , i tf a c e ddi f f i c ul t i e si nr e t a i ni ngt hes t a f fa ndi tha dbe c omeat r a i ni ngg r ound f orbi gor g a ni z a t i ons .P o t e nt i a lc us t ome r sa l wa y sa dmi r e da nda ppr e c i a t e dt hepr oduc t ,butwhe ni t c a met obuy i ngi t ,t he yne e de dc a s es t udi e st opr o v ei t swor k i nga nde f f i c i e nc y . Wha tl e dt oc l os ur eof t hec ompa nywi t hs uc hag oodc l i e ntba s e ?“ Soc i e t yc a nt a k et wor oa dst her oa dt og e nui nepr os pe r i t y , ort her oa dt oa r t i f i c i a ls t i mul us .Thef i r s tr e s ul t si nape r ma ne nthi g he rs t a nda r dofl i v i ngf ora l l ;t he l a t e rc r e a t e si nf l a t i ona r yboom t ha tc a nno tl a s t ”–Ma r kSk ous e n.I ni t i a l l ywhe nt he ys t a r t e di n1 999, t he yonl yl ook e da tt he i rpe r s ona ls t r e ng t hsa ndoppor t uni t i e si nt hema r k e t . Whe r edi dt hec ompa ny
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l a ps e ?The ydi dno ta na l y z ede e pl yi nt ot he i rwe a k ne s s e sa ndt hr e a t st he ywe r et of a c ei nt hema r k e t . I nf a c tt he r ewe r ei ndi c a t i onsi nt hema r k e tt ha ti twa sg oi ngdo wni nUS,butt he yc oul dno ts e e t hr oug hi t . Dur i ng2000do tc ombur s t , t hec ompa nys uf f e r e dhe a v i l y , wi t ht he s ubs e que nt9/ 1 1a nd i tt ook5y e a r sf ort hec ompa nyt or e g a i nt hei ni t i a ll e v e lofope r a t i ons .Sur v i v a lbe c a met he i rpr i me mo t t o. I nt hes e c ondpha s ei . e . 2005t o200 7, t hec ompa nywa sr e l a t i v e l ydoi ngwe l l a ndt he r ewe r ee x c e l l e ntc us t ome rc a s es t udi e s .Ev e r y t hi ngl ook e dopt i mi s t i ca ndi ndi c a t i onss ho we dt ha tt he ywe r e g oi ngt og r o wbi g .Butt he ni n2008,be c a us eoft hei nf a mousLe hma nbr o t he r ’ se pi s ode ,t hema r k e t s udde nl ybe c a medr ya nde v e r y bodyt ur ne da wa yf r oms of t wa r e . Al l or g a ni z a t i onsc utdo wnt he i rbudg e t st ha twe r eme a ntf ora c hi e v i ngt he i rl ongt e r mg oa l s , a nds t a r t e df oc us i ngonc ont i nui t yofpr e s e nt ope r a t i onswi t hc ons e r v a t i onofmone ya st hes ol et a r g e t .Ca s hbe c a met heKi ngi nt ha ty e a r .Vor t e x t e c hnol og i e sLt d, be i ngma npo we ri nt e ns i v ei ndus t r y , c oul dno ts ur v i v et ha tpha s ea ndf i na l l yc l os e d do wni n2009. J us tonee pi s odec ha ng e dt hee nt i r ef a c eoft hec ompa ny . Wa si ts he e rne g l i g e nc eori na bi l i t yt oa s s e s swha twa sc omi ng ?‘ Yous houl dno t puta l ly oure g g si noneba s k e t ’hol dsg oodi nf e wc a s e s .The ymi s c a l c ul a t e da ndf oc us e donl yont he pr oduc twhi c hwa si nahi g hr i s kz onea ndt he ydi dno tc a t e rt i met odi v e r s i f yora dds e r v i c e si nt he i r por t f ol i o.The i rt unne lf oc usa ppr oa c hpr o v e dwr ongf ort he i rt i me .“ Youc a n’ tf ue lar e a le c onomi c g r o wt h wi t hi ndi s c r i mi na t ec r e di t . You c a n onl yf ue li t wi t h we l la l l oc a t e dl ong t e r m i nv e s t me nt ” J a me sSur o wi e c k i .Ac ompa nys houl dr a pi dl yg r o w( ors t a r twi t ht ha tk i ndofmone y )t o s ur v i v eaf e wy e a r swi t houtr e v e nue s . Tha ti sbe c a us et hee x t e r na l e nv i r onme nt s( whi c ha r eno tunde r a ny body ’ sc ont r ol , l i k ei nt hey e a r s2000a nd2008) a r ec ha ng i ngunpr e di c t a bl ya ndi ft heor g a ni z a t i on na r r o wsi t sf oc usonl yonas i ng l ea r e awi t hl i mi t e dr e s our c e s ,t hec os tofr i s kt a k i ngi sv e r yhi g h.A c or el e s s ont obel e a r ntf r om t hedo t c om boom i st ha te v e ni fy ouha v eag oodi de a ,i t ’ sbe s tno tt o g r o wt oof a s tt oos oon. Pr e s e nt l y ,V. V. V. Sa t y a na r a y a nai sag r ouphe a d–S APa tLa nc oI nf r a t e c hLt d,g a i ni ng be t t e ri ns i g ht sonho wabi gor g a ni z a t i onwor k sons t r a t e g i e sa ndope r a t i onsa st he yne e dt opr o v i de s ol ut i onsf orbo t hoft he m. Hes a y st he r ec a nbear e s t a r t , butt ha tmi g htbet hr oug ht heg ui da nc eof ne x tg e ne r a t i on. ( Thi sa r t i c l ei sba s e dona ni nt e r v i e wg i v e nb yMr . V. V. V. Sa t y a na r a y a nat oPr a r a mbh)
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C od n t e n t s A d o n
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Team Pr ar ambh
Edi t or s
Rohi tS e t h Ans hi kaRa i
Fa c ul t yMe nt or Dr . Ar c ha naPi l l a i
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Pr a t e e kMukhe r j e e Pa nka j Kuma rGa ur a v Ta na yKot r i wa l a Ha r s hKa pa di a
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Ma ni s hAg a r wa l S a r a ngPi ous Di wyS hukl a
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I ns t i t ut eofManagementTec hnol ogy , Hy der abad Sur v eyNo. 38, Cher l agudaVi l l age Shams habadMandal , RRDi s t r i c t , Hy der abad501218( A. P. ) Tel : +91403046165053F ax : +914030461654
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ht t ps : / / www. f ac ebook . c om/ gr oups / 337134616365784 Wr i t et ous : ec el l pr ar ambh@gmai l . c om
V o l . V I I II s s . 2|E MP R E S S A R I O|A u g u s t 2 0 1 3|P R A R A MB H|I MTH y d e r a b a d