Prof. S Ramesh Kumar’s book ‘Consumer Behaviour: The Indian Context (Concepts and Cases)’ published

Prof.-Ramesh-Kumar

Prof. S Ramesh Kumar

A revised version of his earlier work, the new book reflects rapid changes in the Indian and global markets, and the valuable feedback received from subject matter experts, students and working professionals engaged in the discipline

02 August, 2017, Bengaluru: A book titled, ‘Consumer Behaviour: The Indian Context (Concepts and Cases)’, authored by Dr. S Ramesh Kumar, Professor in the Marketing area at IIM Bangalore, has been published recently, by Pearson Education. This is a revised version of his earlier book titled, ‘Consumer Behaviour and Branding: Concepts, Readings and Cases – The Indian Context’, which needed updating given the developments in the realm of digitization, cultural scenario and in consumer decision-making witnessed in the last two or three years.

About the book: The text in the revised book has been holistically updated to reflect rapid changes in the Indian and global markets, and the valuable feedback received from subject matter experts, students and working professionals engaged in the discipline.

The updated book draws special attention to:

    • New examples to reflect changing lifestyles and consumer decisions

    • Extensive discussion on digitalization and consumer behavior

    • Strong conceptual base that stimulates the thought process of the readers

    • Specific applications to illustrate the practical usefulness of concepts

    • Indian cases that have been drawn from real-life brands

    • Attractive visuals of brands to illustrate the concepts discussed

About the author: Prof. S Ramesh Kumar, who is also IIMB Chair of Excellence, has a mix of industrial and teaching/research experience of over 30 years. His areas of interest are exploring the application of marketing/consumer behavior concepts to the Indian context. His specific research interests include Branding-Consumer Behavior Interface, Cultural Dimensions in Marketing, and Consumer Behavior-Digital Marketing Interface. He has also adapted the 11th edition of Consumer Behavior by Leon Schiffman and Joseph Wisenblit. He has published articles and case studies in reputed journals (national and international), business magazines and business newspapers. His international publications include papers in refereed journals of repute, which are known both for their academic rigor and practice orientation.

He teaches in the postgraduate, executive management, and research fellow programmes. He has developed courses at the postgraduate and doctoral levels. He has also co-authored and published several real-life cases associated with reputed organizations in the Indian context.

He was awarded the ICFAI Best Teacher Award by the Association for Indian Management Schools (AIMS).

Prof. Ramesh Kumar has presented papers in many international conferences. He has been an invited speaker and visiting scholar in universities abroad and has delivered special lectures on marketing in the Indian context. He has conducted a number of training programmes for corporate executives in Indian and multinational organizations.

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CUTTING-EDGE RESEARCH BY FACULTY OF IIM BANGALORE

Faculty members at IIM Bangalore generate knowledge through cutting-edge research in all functional areas of management that would benefit public and private sector companies, and government and society in general. The knowledge generated by IIMB faculty appears in leading academic journals with high citation index and impact factor. Many textbooks and working papers are written on a regular basis. Research carried out by IIMB is used to augment new courses and executive education programmes.

Management Science

Vol. 61, No. 11, February 2015, pp. 2720-2738

Paper Title: An Interproduct Competition Model Incorporating Branding Hierarchy and Product Similarities Using Store-Level Data

Abstract

We develop and implement a Bayesian semiparametric model of demand under interproduct competition that enables us to assess the respective contributions of brand-SKU (stock keeping unit) hierarchy and interproduct similarity to explaining and predicting demand. To incorporate brand-SKU hierarchy effects, we use Bayesian hierarchical clustering inherent in a nested Dirichlet process to simultaneously partition brands, and SKUs conditional on brands, into groups of “similarity clusters.” We examine cluster memberships and postprocess the Markov chain Monte Carlo output to infer cluster properties by accounting for parameter uncertainty. Our proposed approach lends to a spatial competition interpretation in latent attribute space and helps uncover the extent to which competition across SKUs in the latent attribute space is local or global. In a related vein, we discuss the implications of well-defined groups of similar SKUs as subcategory or submarket boundaries in latent attribute space. We empirically test our model using aggregate beer category sales data from a midsize U.S. retail chain. We find that branding hierarchy effects dominate those from product similarity. We find that the model partitions the 15 brands in the data into 4 brand clusters and the 96 SKUs into 25 SKU clusters conditional on brand cluster membership. In estimating a set of models of spatial interproduct competition, we find that SKU competition is more local than global in that only subsets of products compete within groups of comparable products. Finally, we discuss the substantive implications of our results.

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Management ScienceQR

Written by,

Pulak Ghosh, Decision Sciences and Information Systems, Indian Institute of Management Bangalore

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CUTTING-EDGE RESEARCH BY FACULTY OF IIM BANGALORE

Faculty members at IIM Bangalore generate knowledge through cutting-edge research in all functional areas of management that would benefit public and private sector companies, and government and society in general. The knowledge generated by IIMB faculty appears in leading academic journals with high citation index and impact factor. Many textbooks and working papers are written on a regular basis. Research carried out by IIMB is used to augment new courses and executive education programmes.

Journal of the Royal Statistical Society: Series A

Paper Title: Bayesian estimation of long-term health consequences for obese and normal-weight elderly people.

Abstract

Obesity is a rapidly growing public health problem even among the elderly. Understanding the disabling consequences of obesity in the elderly will help us to design better effective intervention management guidelines for the elderly obese. To examine the long-term health consequences of the obese elderly, we present a joint model consisting of two bivariate ordered responses observed at successive time points. The bivariate ordered response model corresponds to the subject’s self-reporting health status outcomes including self-rated health and functional status. Although the joint model that we propose is generally suited for use in health and disease research, where the ordered value responses are observed at successive time points, we further extend it by addressing some of the challenges by incorporating the semiparametric features in the ordinal logistic model, by modelling the underlying latent states of health that are associated with self-rated health, by jointly modelling the bivariate ordinal out-comes to mitigate the variability of the single response and by accounting for the non-ignorable missing data due to different reasons through a multinomial logit model. The motivating data were obtained from the Second Longitudinal Study of Aging, which are longitudinal survey data from 1994–2000 providing various useful information on the health status of elderly people. Parameter estimation of our joint model was performed in a Bayesian framework via Markov chain Monte Carlo methods. Analytical results demonstrate the difference in longitudinal pat- terns of the health outcomes between the two weight groups, validating our hypothesis that different management strategies for the obese elderly should be employed.

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Journal of the Royal Statistical Society

Written by

Pulak Ghosh, Decision Sciences and Information Systems, Indian Institute of Management Bangalore

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Top 3 reasons why MOOCs should play a role in the classroom

The past decade has seen MOOC emerge as a buzzword – much has been discussed about the hype around it, its efficacy, revenue model, academic rigour and so on. But, is MOOC an emerging technology? Hasn’t distance learning been around for a while? How is a MOOC different from erstwhile distance learning? Is it just old wine in a new bottle? What we need to understand is that MOOC is different; it is a pedagogically powerful tool and is structured to mimic the classroom learning as much as possible. In fact, MOOCs can be seen as a means to improve faculty effectiveness and to augment the learning experience in the classroom.

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Professor PD Jose, Professor Ashok Thampy and Professor Subhashish Gupta of IIM Bangalore conducting sessions on Blended MOOCs at the Faculty Development Programme at Chandigarh University.

  1. Reskill and Re-invent Yourself as a 21st Century Teacher: As faculty, why should we talk about MOOCs and why are they relevant? Globalization and technology like MOOCs have removed geographical borders between academicians and students – a student from Chandigarh University, India can learn from a European school; an IIMB teacher can teach learners in Africa and so on. The way forward for an academician to stay relevant is to orchestrate classroom learning experiences by bringing together knowledge from global teachers and take students from global information to contextual insights. Students have access to learning at their finger-tips and therefore, faculty are also faced with the challenge of constantly reskilling and re-inventing themselves.

  2. Understand the 21st Century Digitally Native Learner: If we look at it from the point of view of the learner, the social contract between the student and the teacher has changed; students’ expectations of teachers have also increased. Today’s students are far more digitally savvy and can multi-task, i.e. learn through videos while socially interacting online and being part of a classroom all at once. How do you evolve your classroom to cater to the changing learning and education needs of this 21st century learner? Here are some ways-

  • Understand how and why students learn to help you make informed decisions about curriculum and pedagogy.

  • Shift from ‘passive’ to ‘experimental’ pedagogy to make classroom learning active and application-oriented.

  • Adopt social and peer-to-peer learning methodologies to be where your student is.

  1. Prepare students for the new-age industry requirements: Technology is constantly evolving and jobs are changing rapidly. If you look at the top 20 jobs of 2030 (as per a report by WEF) you will see that you are trying to train students to prepare for jobs – more than 80% of which are new and unheard of today. Can you afford to ‘not change the way you teach?’

Today’s education is moving to a trend of ‘unbundling’ – content, curriculum, faculty and credentials. Today’s faculty and educational institutions should equip themselves to take the best content, blend it into the curriculum, learn from the best global faculty and give credentials that industry will recognize. By adopting the best of digital learning in the traditional classroom, blended MOOCs can become a ‘tradigital’ tool to evolve education to keep pace with learner and industry needs.

The IIMBx MOOCs Programme conducts Faculty Development Programmes on ‘Blending MOOCs in the Classroom’ to open up minds to asking the right questions on MOOCs and to foster adoption of MOOCs into traditional classroom teaching. For more details, visit https://www.iimbx.edu.in/

Note: This post is written to capture key insights shared by PD Jose, Professor of Startegy, and Chairperson – Digital Learning, IIMB, at a Faculty Development Programme conducted at Chandigarh University on 10th July 2017.

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CUTTING-EDGE RESEARCH BY FACULTY OF IIM BANGALORE

Faculty members at IIM Bangalore generate knowledge through cutting-edge research in all functional areas of management that would benefit public and private sector companies, and government and society in general. The knowledge generated by IIMB faculty appears in leading academic journals with high citation index and impact factor. Many textbooks and working papers are written on a regular basis. Research carried out by IIMB is used to augment new courses and executive education programmes.

The International Journal of Human Resource Management

Volume 26, 2015 – Issue 9

Paper Title: Talent management activities of disability training and placement agencies in India.

Abstract

This study seeks to outline activities of training and placement agencies in India aimed at employment of persons with a disability. We contend that persons with a disability are an underutilized human resource and that utilizing their abilities should be a key part of an inclusive approach to talent management. As there is little empirical research on this subject, our approach is exploratory and we seek to create a platform for further studies. A key finding of the study is the preference of agencies to engage in non-traditional and ad hoc approaches to build and showcase underutilized talent of those with a disability. Based on present findings and the contextual approach to talent management, a more comprehensive agenda for future research areas in inclusive talent management is outlined.

International Journal of Human Resource Management

International Journal of Human Resource ManagementQR

Written by,

Mukta Kulkarni, Indian Institute of Management Bangalore

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CUTTING-EDGE RESEARCH BY FACULTY OF IIM BANGALORE

Faculty members at IIM Bangalore generate knowledge through cutting-edge research in all functional areas of management that would benefit public and private sector companies, and government and society in general. The knowledge generated by IIMB faculty appears in leading academic journals with high citation index and impact factor. Many textbooks and working papers are written on a regular basis. Research carried out by IIMB is used to augment new courses and executive education programmes.

Human Relations

Paper Title: The shaping of sustainable careers post hearing loss: Toward greater understanding of adult onset disability, disability identity, and career transitions.

Abstract

Through this interview-based study with 40 respondents in the United States we have outlined enablers of career transitions and sustainable careers for professionals who have experienced severe hearing loss as adults. To sustain careers after adult onset disability, respondents engaged in a quest for meaning and big picture answers to ‘who am I?’ and ‘am I still successful?’ This included redefining themselves – e.g. I am now both a person with a disability (disability identity) and a successful professional (professional identity) – and career success (e.g. now I care about service to society as much as I care about material artifacts). Respondents also adopted new work roles where disability was a key to success (e.g. becoming an equal employment officer) and utilized social networks to continue being successful. Such redefining of work and networks supported the aforesaid quest for meaning and big picture answers. Findings not only indicate how individuals experience career success after a life-changing event but also help defamiliarize extant notions of ableism in workplace contexts.

Human Relations Blog

Human Relations

Written by,

Mukta Kulkarni, Indian Institute of Management Bangalore

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From Africa, With Love!

Recently we reached out to the previous learners of our MOOC “Innovation and IT Management.” We were hoping to get some insights on how the course helped them and if the course ware can be redesigned for more learner engagement.

While doing so, our interaction with one of the students was very inspiring. It emphasized on one of the major drawbacks of classroom learning – Inaccessibility to classrooms.

Nabirye Annette Atugonza is a learner from Kampala, Uganda, East Africa.

She is an IT specialist holding a Bachelors in business administration, specialized in business computing and with a diploma in information technology.

Looking for a change of work, she wanted to upgrade her knowledge on the recent IT trends. Had such a program been delivered in a conventional classroom atmosphere, it would have been difficult for her to have taken it up. But since this course was available online by IIMBx on edX, it was very convenient for her to enroll and finish it successfully. Post which she applied for and got a job in The United Nations office of human rights as a researcher to help develop a software.

During our interaction, she stressed on the relevance of the course teachings and its applicability in the workplace. She said, “I used professor’s knowledge right from the documentation stage to the implementation of the software.” She was all praises for Professor Rahul De and was very keen on taking up more such courses.

This goes to show that although MOOCs are a way to deliver knowledge at a global level it does not get in the way of making the learning personalized and ensuring complete understanding. Learner Stories like these encourage us to deliver better MOOCs, one after another.

In this age of technology, distance should not be an obstacle to learning. Thanks to digital learning, these gaps are rapidly disappearing. For insistence, in the previous run of the course “Innovation and IT management” in 2016, we saw an overall enrollment of 51% from India, 20% from the USA, and 29% from the rest of the world.

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In one of our more recent courses, we saw an expansion of this global reach. There were students from countries like Poland, Congo, Dominican Republic, Ecuador and Vanuatu. The percentage of enrollments from each of these nations might be small, but the impact that it is creating in the lives of these individuals is huge!

There are many great MOOCs out there, and we can proudly say that “Innovation and IT Management” is one of them. The course content, the videos, the animations and the overall design is sure to help you learn key decision-making skills to better manage and implement IT and innovation in your workplace.

To explore the world of Digital Learning through this course, please visit : Innovation and IT Management@IIMBx

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