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  How people buy online: The psychology behind consumer behaviour

  Seema Gupta

  Marketers have long debated on what governs buying decisions of digital consumers. Are these decisions rational or are they driven by whims and fancies? Human decisions are controlled more by the reptilian brain led by fear and the mammalian brain governed by emotions, rather than the neo cortex that works on rationale. Is it then possible for marketers to decode buying decisions of digital consumers and market their wares strategically in a highly competitive marketplace? How People Buy Online proves it is possible. Not only does it break the myths about online shopping behaviour, but it also reveals some deep marketing insights for consumer engagement by delving into consumer psychology and behavioural economics. This unique intersection of marketing with psychology makes this book an absorbing read, especially for management professionals. Watch the book discussion https://youtu.be/DK20dpk35zMarketers have long debated on what governs buying decisions of digital consumers. Are these decisions rational or are they driven by whims and fancies? Human decisions are controlled more by the reptilian brain led by fear and the mammalian brain governed by emotions, rather than the neo cortex that works on rationale. Is it then possible for marketers to decode buying decisions of digital consumers and market their wares strategically in a highly competitive marketplace? How People Buy Online proves it is possible. Not only does it break the myths about online shopping behaviour, but it also reveals some deep marketing insights for consumer engagement by delving into consumer psychology and behavioural economics. This unique intersection of marketing with psychology makes this book an absorbing read, especially for management professionals. Watch the book discussion https://youtu.be/DK20dpk35zU

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  Machine Learning Using R

  Kumar Rahul and U Dinesh Kumar

  Machine Learning Using R aims to make ML concepts and model development using R simpler for students and practitioners. This book covers the theoretical concepts behind ML algorithms and illustrates use of R for developing ML models using datasets from customer relationship management, healthcare, finance, human resource management, social media, and sports. The book discusses challenges and remedies in building machine learning models using several real-life cases which the authors have worked upon as a part of consulting engagements.

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  Shifting Orbits: Decoding the trajectory of the Indian start-up ecosystem

  A Thillai Rajan Editor, Srivardhini K Jha Editor, Joffi Thomas Editor, and Rohan Chinchwadkar Editor

  In the new millennium, the shape of India's vibrant entrepreneurial economy has changed significantly to move towards one driven by technology and innovation. Today, India is one of the largest start-up and innovation hubs in the world, and the Indian start-up ecosystem has become an important contributor in our journey to become a $5 trillion economy. Shifting Orbits Italic text chronicles the spectacular rise of the start-up landscape in India in four different sections: innovation, incubation, funding and industry perspectives. The first section dives deeper into understanding how India is faring on innovation-led entrepreneurship and delineates the challenges to be overcome. The next section explains how incubators provide a safe harbour for start-ups so that they can survive and flourish as viable businesses. For start-ups to be able to grow and create an impact, funding is critical the third section examines the current funding scenario and lists the policy changes essential for its growth. The section on industry perspectives takes an analytical, practice-centred view of the growth of the Indian innovation ecosystem. Taken together, Shifting Orbits is a comprehensive narrative on innovation and venturing in India and provides valuable insights on current trends and practices as well as the challenges and potential benefits for the future.

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  Platform business models: Frameworks, concepts and design

  R Srinivasan

  This book introduces platform firms as unique business models. Leveraging on the early literature on network economics and strategy frameworks, this book explores how platform business firms evolve in the modern business world. Taking a strategic perspective, this book engages the reader with core concepts, case studies, and frameworks for analyzing platform business firms. This book differentiates platform business firms from traditional pipeline firms; explores engagement with different actors, value creation, and operations of platforms; elucidates resources and capabilities of platform firms that provide them sustained competitive advantage; analyzes performance levers in operating platform business models, including complementarities with other business models; and discusses the sustainability of platform business models, in the face of regulatory and societal challenges, among others. The book is designed as a primer for entrepreneurs setting up and operating platform business firms, senior managers in large corporations repurposing their resources to initiate network dynamics in their businesses, early career managers, and professionals engaging with myriad platform firms for their professional and personal needs. This book intends to provide a decision-maker with a portfolio of decisions to make to create, operate, sustain, and generate value out of a platform business firm. It is also useful for policy professionals to appreciate the economics and policy implications of regulating and governing platforms in a post-digital world.

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  The Future of Digital Work: The Challenge of Inequality

  Rajendra K Bandi, C R Ranjini, Stefan Klein, Shirin Madon, and Eric Monteiro

  This book constitutes the refereed proceedings of the IFIP WG 8.2, 9.1, 9.4 Joint Working Conference on the Future of Digital Work: The Challenge of Inequality, IFIPJWC 2020, which was supposed to be held in Hyderabad, India, in December 2020, but was held virtually due to the COVID-19 pandemic. This conference was organized for IFIP's 60th anniversary and to commemorate its mission to “achieve worldwide professional and socially responsible development and application of ICTs. The 22 full papers presented together with an introduction and two keynotes were carefully reviewed and selected from 29 submissions. They are organized in topics on: innovation and entrepreneurship; the social significance of digital platforms; transforming healthcare; and the dark side of digitalization.

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  Advertising, brands and consumer behaviour: The Indian context

  S Ramesh Kumar and Anup Krishnamurthy

  Offering a comprehensive view of a field that is evolving at an unprecedented pace, Essentials of Services Marketing, Third Edition, is a concise, reader-friendly guide to marketing and managing services. Encompassing pioneering service concepts and the latest developments, academic research as well as managerial insights, this book combines a practical, real-world focus with rich visual pedagogy to present an engaging and exciting look at the world of service economy.

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  Consciousness in Management-Vol.2

  Ramnath Narayanswamy

  The Proceedings of the conference held at IIM Bangalore, 1 to 3 August 2019 on the topic, ‘Elevating Consciousness Through Meditation for Global Harmony’. From the 1 to 3 August 2019, an international group of academics, thought leaders, Yoga and meditation practitioners, and corporate consultants and managers came together at the Indian Institute of Management, Bangalore to discuss the topic of consciousness in management. One of the conference directors, Dr Ramnath Narayanswamy, Professor of Economics and Social Sciences at IIMB, explained that, “While management as an academic discipline developed during a dynamic period of knowledge growth and expansion in the western world, evolving out of Fordism and Taylorism, to enrich and balance that perspective, the need to incorporate heart-based principles of leadership, service and character ethics has become increasingly vital. In particular, meditation offers a way to cultivate emotional, social and spiritual intelligence, and a way to elevate and expand consciousness. Nowadays the mainstream business community acknowledges that meditative life skills are fundamental to well-being and happiness. While there have been many forums on management and meditation, this conference was a first. It brought together the science of consciousness from the meditative traditions, especially Yoga, with scientific and management principles, and with simple practical tools in order to elevate consciousness. Sharat Hegde, Director of the Heartfulness Institute in India, and also a conference director, summarized: “The participants came from 15 countries and all regions of India, comprising researchers, academics, leaders and practitioners from different faiths and professional backgrounds, who came together to explore the need to elevate consciousness, the techniques available, and the practical aspects for individual and organizational transformation.” Mr. Hegde also noted that, “Over the course of the three days, the discussion moved from understanding the philosophical aspects of consciousness, to the research findings, and finally on day 3 to the implementational aspects in organizations and the changes needed in management policies.” The introductory keynote address was given by Dr. Kamlesh Patel on consciousness from the experiential approach of Yoga. He challenged the audience with the simple statement: “Steadiness and stillness of mind is a must for a leader. How to arrive at this state? How to master your mind and allow it to work on your terms.” He went on to ask, “How can you swiftly move from one level of consciousness to another level of consciousness at will – not just by desiring, but at will – and make it more productive in your day-to-day life?” and shared his experience of how this can be done.

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  The Evolution of IIMB: Directors' Perspectivess

  Indian Institute of Management Bangalore, K Kumar, Bringi Dev Nagaraj, and K R Usha

  Documenting the journey of the Indian Institute of Management Bangalore (IIM-B) since its inception in 1973, a special book - The Evolution of IIMB

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  Machine learning using Python

  Manaranjan Pradhan and U Dinesh Kumar

  This book is written to provide a strong foundation in machine learning using Python libraries by providing real-life case studies and examples. It covers topics such as foundations of machine learning, introduction to Python, descriptive analytics and predictive analytics. Advanced machine learning concepts such as decision tree learning, random forest, boosting, recommended systems, and text analytics are covered. The book takes a balanced approach between theoretical understanding and practical applications. All the topics include real-world examples and provide step-by-step approach on how to explore, build, evaluate, and optimize machine learning models.

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  Essentials of Services Marketing, 3rd Edition

  Jochen Wirtz, Christopher Lovelock, Jayanta Chatterjee, and Gopal Das

  Offering a comprehensive view of a field that is evolving at an unprecedented pace, essentials of services marketing, third edition, is a concise, reader-friendly guide to marketing and managing services. Encompassing pioneering service concepts and the latest developments, academic research as well as managerial insights, this book combines a practical, real-world focus with rich visual pedagogy to present an engaging and exciting look at the world of the service economy. Features: the book uses a systematic learning approach. Each Chapter has clear learning objectives, an organizing framework that provides a quick overview of the chapter's contents and line of argument, and Chapter summaries in bullet form that condense the core concepts and messages of each Chapter opening vignettes and boxed inserts within the chapters are designed to capture student interest and provide opportunities for in-class discussions. They describe significant research findings, illustrate practical applications of important service marketing concepts, and describe best practices by innovative service organizations. Contains the most relevant contexts of services marketing based on the Indian perspective in the form of relevant examples, theoretical questions, practical exercises, activities and references. A simple demonstration of concepts with appropriate figures/images for better understanding. The book also shares an overview of other global services marketing aspects along with examples in a lucid manner.

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  MIS: Managing information systems in business, government and society, 2nd Ed.

  Rahul De

  The central viewpoint of this book managerial decision making informs the discussions on information technology and information systems, their use and management and their role in organisations. Most of the examples in the book are drawn from case studies in an indian context. With an emphasis on networking and telecommunications technology both wired and wireless this book lays the foundation for understanding the future of information systems and the manner in which they are shaping the world around us. This textbook on management information systems has 16 chapters organised under three broad themes mis and organisations, fundamentals of it and social aspects of is including separate chapters on important and emerging topics on it, such as open source software, social networks, ict for development and e-governance.

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  Social media marketing: emerging concepts and applications

  Githa Heggde and G Shainesh

  This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to shape consumer perceptions, and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The growing opportunities to hear about customer priorities and concerns on company managed channels as well as third-party review sites, including social media pages, across the digital space are accompanied by the challenges of responding to these conversations in real-time, which calls for a massive shift in the way marketing functions engage in dialogue with customers. As leading users of social media in emerging markets, Indians are increasingly logging into their Facebook and Twitter accounts, with the country recording the highest growth in social networking. This book begins by discussing the impact of social media on marketing, from brand building, communications, and advertising to customization and customer engagement. The book approaches the subject matter systematically, identifying broad trends, concepts and frameworks in the first few chapters. It then goes on to address the varied application of social media in marketing for different sectors. Primarily focusing on understanding digital consumers, the book integrates social media with marketing and the outcome. It also presents new, selected cases of successful digital companies in emerging markets never before considered. Researchers and managers alike will find this book to be a handy reference guide to social media in emerging markets.