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IIMB Management Review

Document Type

Editorial

Abstract

The opening up of the economy has brought in its wake a surfeit of international brands that are now available to Indian customers. Many of these brands are internationally strong and it is no surprise that the qualitystarved Indian consumer is increasingly turning to these trusted names. What happens to the desi brands that have been assiduously built up by business houses within the country? The Round Table this time looks at this issue and seeks to investigate which way Indian brands are headed. Among the articles presented in this issue are two that address issues relating to rewards. Abhoy Ojha describes how a desired behaviour could be achieved, at times, by rewarding performance in a related behaviour, while Bhargava explores the mindset of engineering students in terms of their reward expectations. Xavier highlights the need for marketeers to develop strong customer orientation, cross functional perspectives and an understanding of company competencies.Mahesh Santhanam revisits the slippery slopes of computing the cost of capital, especially in developing countries such as India with their highly volatile and illiquid financial markets. Luis Murillo exudes optimism in assessing India's opportunities to become a great power in semiconductors manufacture. And Gautam Sinha chronicles the transformation of Ranchi's Management Training Institute from just an in-house training facility of SAIL to a world-class training centre. Our Interview this time is with the vice-chairman and managing director of Philips India, whose signature line let's make things better appears to be striking a sympathetic chord among Indian consumers. Ramachandran traverses a wide array of topics ranging from parent-subsidiary relationships to business education. Ambassador Madhavan's The Local and the Global, brings out his perspectives on how to cope with and succeed in an ever-contracting world. And as usual, we have a cluster of reviews of books that should be on your shelves, not on the bookstores'. Thanks for the highly encouraging feedback on the September issue that carried the Round Table on Managing Economic Liberalisation. For those of you who may want to access the entire collection of papers presented at the International Conference in Chennai in August, Macmillan India has produced a handsome volume. As we go into the New Year, what further improvements can we make to the Review? Please write in and tell us if you have some ideas on the subject. For our part, we have already donned our thinking caps!

Publication Date

10-1-1998

First Page

3

Last Page

4

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