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The IUP Journal of Management Research


July' 06
Focus Areas
  • Strategic Management

  • innovation

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Knowledge Process Outsourcing: A Value Proposition
Using Business Intelligence for Competitive Advantage
Lifestyle and its Influence on Brand Choice Behavior
American Depository Receipts: A Review after the Introduction of Twoway Fungibility
Strategies to Enhance Performance of Trade Fair: Lessons from Visitors' Perception
Futurology: A Literature Survey
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Knowledge Process Outsourcing: A Value Proposition

--Anurag Pahuja and Rajesh Verma

In this paper, the authors analyze how and why outsourcing has started moving up the value chain. An explicit distinction has been made between Business Process Outsourcing (BPO) and Knowledge Process Outsourcing (KPO). The findings indicate that, after its success in information technology, outsourcing started moving up the knowledge continuum to tasks that involve expertise and judgment, as opposed to the routine tasks. The KPO industry is expected to grow upto 45 percent in size by 2010. The global KPO pie in 2010 will be around US$17 bn, of which, US$12 bn (70 percent) will be outsourced to India. Therefore, the BPO industry in India will soon be overtaken by the emerging KPO sector, which will prove to be the biggest revenue grosser in future. India is well endowed with intellectual resources to take advantage of this opportunity. However, replicating the success of BPO in KPO would be a challenging task since the processes involved in each of them are different. It requires domain expertise; and therefore, it is important for KPOs to develop this expertise in a few areas and excel in the same, so as to meet varied customer requirements. The challenges are manifold, but India can still emerge as a major KPO player in the global arena by leveraging the intellectual capital and power of the Internet to offer quality research at value prices. Although costeffectiveness is a key, the reason for outsourcing is dictated by the best value principles. Outsourcing solutions for highend processes are usually customized and valuebased. It will be this customization, that will enhance the value proposition of KPO. This study also examines the present state of KPO in India and its desired role in the new economic scenario. In light of these findings, the study suggests some imperative factors for the success of KPO.

Article Price : Rs.50

Using Business Intelligence for Competitive Advantage

--Kaushik Mukerjee

This paper aims to study the various aspects of applying Business Intelligence (BI) for gaining competitive advantage. The study is restricted to three areasinnovation spurred by BI, business process management and decisionmaking, personalization and CRM initiatives; and how BI can be useful to the organization by using the suggestions made by earlier studies. This paper thereafter, focuses on how a BI tool should be chosen and the expectations from the tool.

Article Price : Rs.50

Lifestyle and its Influence on Brand Choice Behavior

--Jayasree Krishnan and M Sakthivel Murugan

Marketers have always been interested in the lifestyle of individuals. They deal with the daily behaviororiented facets of people, their feelings, attitudes, interests and opinions. A lifestyle marketing perspective recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time and how they choose to spend their disposable income. This paper focuses on how lifestyle influences the brand choice behavior of respondents while deciding on the purchase of durable goods. It aims to analyze the lifestyles of people in Chennai and identify the underlying lifestyle dimensions that can be used as a basis to segment consumers, and determine the influence of their lifestyles on the brand choice patterns of respondents in the purchase of durables goods. Consumers often choose products, services and activities over others because they are associated with a certain lifestyle. Products are the building blocks of lifestyle. Marketers should therefore, have a complete idea of the changing lifestyles of consumers, so as to segment them and position their products successfully.

Article Price : Rs.50

American Depository Receipts: A Review after the Introduction of Twoway Fungibility

--V Sudha and G Satish

Until 1999, the Indian corporates' access to equity capital had been confined to the domestic capital market. In this year, for the first time, Indian companies raised the equity from the Wall Street. The first company to have floated ADRs in 1999 was Infosys. Depositary receipts have emerged as a favored vehicle to access developed stock markets for many emerging market companies. India has been no exception. While several Indian companies issued depository receipts in the 1990's, only a few of these are listed in the US exchanges. The findings of earlier research studies suggest that Indian ADRs often enjoy large premia, indicating effective market segmentation between the two countries. The market prices of Indian shares and ADRs revealed huge differences, giving considerable scope for arbitrage. In 2002, introduction of the twoway fungibility of ADRs was an important step taken to increase liquidity and reduce arbitrage between the underlying securities and ADRs. In this paper, the authors study the return dynamics of exchange listed ADRs of Indian originthe factors that explain the movements of returns of ADRs, crossborder correlations between returns on ADRs and their underlying shares and the premium/discount on ADR prices after the introduction of the two way fungibility. The effect of the announcement of twoway fungibility on the returns on shares in Indian markets is also studied.

Article Price : Rs.50

Strategies to Enhance Performance of Trade Fair: Lessons from Visitors' Perception

--V Venkatanarayanasami,
N Panchanatham and V Dhulasi Birundha

The goals of marketing can be achieved via many channels, i.e., through TV, radio, newspaper, magazine, Internet, telemarketing, special events or exhibitions. Hence, which is the most effective tool to be used to achieve the goals in marketing? In many Asian countries, exhibitions are becoming an increasingly popular marketing medium, particularly for the small and mediumsized companies trying to reach a large number of prospective customers via the persontoperson method. This study focuses on Trade Fairs and Exhibitions, and the visitors' perceptions and attitude in comparison with that of the literature surveys of the museum's visitors. It also focuses on the various factors that are demanded, in accordance with the international standards, by the visitors of the trade fairs and exhibitions held by the Zak Trade Fairs and Exhibitions Pvt. Ltd, Chennai, who have organized more than 100 trade fairs and exhibitions. This paper first explores the importance of such trade fairs and exhibitions and informations about the visitors' opinions and their requirements at such conventions, so as to enable the exhibitors to equip themselves at the trade fair and attract visitors. The authors aim to bring out the factors essential for such trade fairs and the convenience of online shopping by analyzing the various variables, by statistical tools. The findings are for the benefit of the exhibitors to augment their efforts in organizing successful trade fairs and exhibitions.

Article Price : Rs.50

Futurology: A Literature Survey

-- P Bala Bhaskaran

In the present scenario of fast technological changes, shrinking distances and increasing competition, having an active concern for the future is a basic prerequisite for survival and growth at the firm and national levels. The developed world seems to have realized this aspect fairly well. Futurology is the scientific prediction of the future. To predict the future, it is necessary to understand the present, all the forces that are relevant in shaping every aspect of the present and how these forces are expected to shape things and events in the future. Furturology analyzes the future in a medium to longterm horizon. It projects the recent trends into the future, through extrapolation, scenario building, brainstorming, forecasting and a variety of other techniques. Futurology also involves taking the proactive stand of importing desirable future outcomes or scenarios and conducting normative research to explore better strategies.

Article Price : Rs.50
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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management
Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.
International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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