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IIMB Management Review

Document Type

Editorial

Abstract

Life will never be the same in the new millennium. Even more so in the case of advertising and public relations. All the rules of marketing and distribution of goods and services are being rewritten, what with the advent of sophisticated information and communication technologies on the one hand, and on the other the insatiable demands of customers and the everlasting quest of vendors to achieve cost economies in reaching their goods and services to the users. Round Table this time looks at some of these issues and suggests some leads. Anchored by Tara Sinha and Mithileshwar Jha, and with contributions from Umesh Rajamani and Sudhi Seshadri, this Round Table brings together in a single forum insights from practitioners and academics from the advertising and PR professions, media buyers, and social and legal luminaries, besides several others. Among the articles in this issue, Sooraj Bhat and Puneet Dhamija look at the booming automobile sector particularly from the perspective of Maruti, the market leader. Nagasimha Kanagal offers some insights into successfully conceptualising and negotiating strategic alliances, while David Kimber proposes a value-based approach to globalising organisations, that recognises the imperatives of leaving a better rather than a worse world behind for posterity. Knowledge management systems as a support to achieving the strategic objectives of the organisation is the focus of Rastogi's paper. Bringing self respect and welfare to women has been the lifetime mission of the Magsaysay Award winner, Ela Bhatt, who shares her perspectives and philosophy with Rajesh Agrawal. The multi-cultural experience of a global major and its participation in community building efforts are brought out by Motorola India's Mohan Kumar, in an insightful interview with Raghunath. And in our new feature, Hands On, Shekar Trivedi documents the personal vicissitudes of Rahul Bharadwaj in setting up a Nigerian branch. We continue the extended coverage of book reviews with an exciting collection this time around. We are delighted to place in your hands this last issue of this century. All good wishes to you and yours for the New Year from all of us here at the Review.

Publication Date

12-1-1999

First Page

3

Last Page

4

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