Impact of AI on Retailing: A Short Essay

Dr. S Shyam Prasad Introduction Organised retailing, which accounts for 10% of India’s GDP, is relatively new to our country. It is only after 2011 when Government of India opened retail industry to FDI, this sector has come into being in a big way. Organised retailing has changed the way we used to do shopping and purchases. It is continuously evolving and had undergone vast transformations. With the advent of […]

Laddering Technique in Brand Building: Introduction to Beginners

Dr. S. Shyam Prasad Introduction Laddering refers to an in-depth personal interview done on one-to-one basis to figure out how consumers translate the attributes of products into meaningful associations with respect to self, following Means-End Theory(Modesto Veludo‐de‐Oliveira, Akemi Ikeda, & Cortez Campomar, 2006). It is a useful technique in qualitative research technique used to get an understanding of consumers’ behaviour in buying process. In turn, Means-End Theory is a way […]

P2P: An Informative Note

Dr. S. Shyam Prasad Introduction B2B, B2C and C2C are terms commonly used and well understood. However, P2P term seems to be not all that well known even among the business school students. Further, some who were familiar with the term had only a partial comprehension of it. This note is intended to give a holistic perception about the term P2P or Peer–to–Peer term. Peer–to–Peer Peer-to-Peer or P2P stands for […]

Negative Publicity: Ways to handle it

Negative Publicity: Ways to handle it Dr. S. Shyam Prasad Introduction Before we start our discussion on negative publicity or publicity for that matter, it would be good idea to have background understanding of marketing communications of which publicity is a part. Any marketing text will define that marketing communications are the means by which firms attempt to inform, persuade and remind customers – directly or indirectly – about the […]

Machine Learning and Neural Network: An Introduction to Beginners

Machine Learning and Neural Network: An Introduction to Beginners Prof. (Dr.) S. Shyam Prasad Introduction In the present era of big data and hypercompetition a plethora of tools is being used to predict the future as accurately as possible to gain competitive advantage. One often comes across subjects such as Machine Learning and Neural Network amongst many other. The intention of this small write up is to introduce the reader […]

New Guidelines for FDI on E-commerce: Its Impact on the E-commerce Companies

New Guidelines for FDI on E-commerce: Its Impact on the E-commerce Companies Dr. S. Shyam Prasad Introduction With the onset of LPG, India has seen a rise in the flow of FDI in to the country. Though this phenomenon is good for the economy, unbridled inflow is not without danger. Being aware of this menace, the government has laid down the conditions for its flow inwards. While the government has […]

A Survey of Innovation Practices among SMEs in Bengaluru Neighbourhood

A Survey of Innovation Practices among SMEs in Bengaluru Neighbourhood S. Shyam Prasad Sudindra VR Business has two – and only two – functions: marketing and innovation (Drucker). To this day, these two functions not only hold sway over the business but their importance continues to grow. It is more so in view of globalization which has altered the market conditions by shortening life cycles of products. Rightly then the tenth […]

Data Scientist: Making Sense Out of Data

Data Scientist: Making Sense Out of Data Dr. S. Shyam Prasad About data scientists The growth of Information Technology has spawned many new professions; the evolution of big data has ushered in a new career line of data scientist. This article attempts to answer a) what is data science b) Who is a data scientist? c) What does he do?  and d) Why is this job attracting much attention? Who […]

Social Media Marketing and its Future: An Opinion

– Dr. S. Shyam Prasad Introduction Very recently, Rajdeep Sardesai, one of India’s well-known television journalists, disabled his Twitter account. He cited “concerted campaign of lies and abuse on a daily basis” being the reason for his action. This raises the question about the nature of the social media. Is it a good thing or a bad thing? This may not be the first time we are confronted with this […]

Digital Marketing and Its Growing Influence

Digital Marketing and Its Growing Influence Dr. S. Shyam Prasad Introduction Digital marketing seems to have caught the imagination of our young professionals. It is logical because the evolving technologies have a tendency to move away from analog to digital. The ever growing digitalization seems to be the future of business activities. Evidence show that digital media forms are rapidly gaining ground over their traditional rivals. In UK, according to […]