Deen Sheikh On the road less travelled.....

At first, it was the internet, that revolutionized digital advertising. The second half of the 90's and the first half of the last decade was all about the power of the internet to the advertise. It seemed that advertisers had finally found the medium which can allow them to break through the clutter of countless marketing communication messages in a manner more effective than conventional print and broadcast mediums. There was always bound to be the need to non conventional advertising platforms and mediums, since the more traditional mediums were getting saturated and it seemed the marketing message was unable to break through the clutter and reach its desired audience. While the power of the internet as an advertising medium was still being explored, along came mobile internet technology which was further accelerated by the developments in smart phone technology. Before we knew it, the whole world was going mobile, how people were going about in the same physical world that we l...

Just a few years ago, industry experts would have completely ruled out the possibility of there being a market for the tablet computer and other hand held devices such as the E-readers. Yet when we look all around, whether be it on in the tube, or just walking down the street or even campus, people have in their hands a tablet computer or an e-reader which also manages to successfully engage it's respective user. With these 2 respective devices, I think it would be fair to allocate some of the credit to Apple with the iPad for creating the market for Tablet Computers, and to Amazon with it's Kindle for really making people put down the age old tradition of printed literature. Apple was by means not the first company to develop and launch the Tablet Computer. There were other's who tried before Apple launched its iPad in 2010. Companies such as Acer and Asus had been working with Microsoft to develop a tablet computer but the reception in those early days of tablet computin...

There is an old saying that sometimes you have to take one of the team, what do we really mean and understand by this expression that has been said repeatedly by millions over the decades? This expression has been used in every day life ranging from school life to professional life to the field of competitive sports. It implies that at times, in order for the good or even benefit of your team sometimes you have to make sacrifices, be it big or small. I am guessing this is where this expression comes from, where being patient and making the odd compromise for the team so that the team benefits. In sports, be it cricket, baseball or football, we often see players for the sake of their teams indulge in selfless acts to prove that they are team players as opposed to individualistic super stars. In sports like football or basketball, the most famous sports persons are always those that have a lot to show for through their individual effort. This comes in the form of goals scored in football...

It seems academics in the field of management sciences are obsessed with the study of culture, particularly the aspects of individualism and collectivism. Both these variables vary significantly over different cultures, some cultures are regarded as very individualistic in nature such as European cultures particular low context European cultures such as Britain and Germany, on the other hand Asian cultures such as that of Japan and Korea are regarded as cultures that are very collective in nature. Individualism in a culture implies focus on individual achievements, ambitions self and possessions, while collectivism as seen in Asian cultures implies that the combined welfare of a group, a team or a community is more important than the singular individuals in the group, and in most cases, the welfare is extended to include everyone in the group. From Consumer behavior in marketing to Human Resource Management, it seems everyone wants to understand this mechanism to get an idea of how we ...

To me it feels like just yesterday, that I arrived at the South Kensington campus of Imperial College London for what was for me the start of not just a new academic year but an opportunity of a lifetime, an opportunity to be part of the Imperial College experience. I was to be once again in life a Post graduate student, but a first time Postgraduate student at Imperial College London. The day at Imperial for me began with a welcome talk for new Post graduate students that was conducted in the great hall, where new as well as continuing Post graduate students from the UK as well as overseas got together to mark the start of their time at Imperial. A classmate of mine had organised an informal get together of us future classmates at the East Side Union bar which was to take place as soon as the Welcome talk concluded. Even though everyone from class could not make it to University on the first of October, for those of us who did, it was a great opportunity to get to break the ice...

The concept of the product life cycle can also be applied to individual brands themselves and just like the products brands themselves also make the move on from the launch phase to the growth stage of their respective cycles. The growth stage for a brand implies that it has started receiving mostly positive widespread public appeal and the brand along with its respective product is generating sales and profitability for the organization or the entrepreneurs behind it. The widespread belief amongst most marketing practitioners and brand managers is that most organizations should adopt a cautious and calculated approach with their regards to the marketing activities that they have planned for the brand. Be it branding, public relations or integrated marketing communications, most experts recommend playing it safe especially during the early days of the brand’s growth. This is particularly relevant for brands and products that are new to the market or have just started achieving som...