Baxi, C.V. and Prasad, A.,
“Corporate Social Responsibility-Concepts and Cases:The
Indian Experience”, New Delhi, 2005, Excel Books, pp.534,
Price Rs. 375/-.
With increasing awareness amongst stakeholders, corporate social responsibility
(CSR) has become a norm rather than a recommendation. Companies have realized
that acting as a responsible citizen and exhibiting corporate social responsibility
remits enduring benefits and have started going the extra mile to implement social
This book is a unique one, not because of its content but also because of the
way it has been compiled. Awareness about CSR in India has come much later
than that in the developed nations but it is never too late to start a good mission.
Since this is a relatively new concept, not many books or precedents are available.
This book is a welcome move in the direction of knowing and propagating CSR.
Prof. C.V. Baxi is the head of the Corporate Governance Centre at MDI and has
been actively involved in corporate governance projects within the country. He
holds a very rich experience in the area. Dr. Ajit Prasad is a professor in economics
and strategy at International Management Institute. He combines a rich academic
and practical experience and has three books to his credit.
The book is divided into two parts. The fist part talks about theory of CSR and
the second part elaborates on CSR cases. In Section I, there are six chapters touching
upon broad principles of CSR. Section II has eighteen cases on the topic, each
discussing a different company and issue. The contribution of so many academicians
makes the content rich and interesting.
It seems that the book has been written keeping in mind classroom teaching,
to impart theory on CSR to the students by giving numerous industry examples
and it successfully achieves its objective. Managers who are interested in putting
CSR into practice can also use the cases given in this book as a guide.
Assistant Professor, Institute for International Management and
Technology, #336, Udyog Vihar, Phase - IV, Gurgaon - 122001, Haryana, India.
Harish Chandra Chaudhary, “Knowledge Management for Competitive
Aadvantage”, New Delhi, 2005, Excel Books, pp.161, Price Rs.150/-
As business organizations are increasingly realizing the importance of knowledge
management and the competitive edge it provides to organizations, a book on
knowledge management at this juncture is very appropriate and apt.
The book primarily focuses on the importance of knowledge management in
organization, the role of information technology and organizational culture for
creating knowledge management process and best practices of knowledge
management in Indian organizations.
Knowledge Economy, Transformation of an Enterprise through Knowledge
Management, Creating Knowledge Management System in Organizations, The
Knowledge Organization, Enabling Knowledge Management through Information
Technology, Organizational Culture for Knowledge Management, Knowledge
Management in Industry and the future of Knowledge Management form the
content of the book.
The author explored the concept of knowledge economy, wherein the
knowledge hierarchy (the data-information-knowledge-wisdom relationship),
characteristics and components of organizational knowledge and the importance
of knowledge are dealt with. It is interesting to note that in the year1995 itself
Peter F. Drucker emphasized the importance of knowledge and concluded that
knowledge is the decisive factor of production. The author makes a good attempt
to define knowledge management as "the process through which organizations
generate value from their intellectual and knowledge-based assets."
Further the concept of a knowledge organization is discussed covering areas
such the relationship between learning organization and leveraging knowledge,
the knowledge management strategy, the role of knowledge manager, etc.
The practical perspective is brought to focus in the chapter - Knowledge
Management in Industry, wherein business organizations from manufacturing
field to services are covered, giving a fairly good idea of the prevailing knowledge
The last chapter explores the future of knowledge management. Some of the
conclusions are like: knowledge is the one sure source of lasting competitive
advantage, knowledge will be the currency of the new economy, need to be
Finally the book is not only useful to people, who are working in the domain
of knowledge management, but also to students and general public, as it is based
on varied secondary sources as well primary source - research project undertaken
by the author.
M. Durgamohan, Assistant Professor, Institute for International Management and
Technoloyg, #336, Udyog Vihar, Phase - IV, Gurgaon - 122001, Haryana, India.
Glynn, William J. and Barnes, James G., “Understanding Services Management
- Integrated Marketing, Organizational behavior, Operations and Human
Resource Management”, New Delhi, 2006, Prentice Hall India, xxvi+485, Price
This edited book on understanding services management is a collection of sixteen
chapters dealing with broad range of issues which challenge services managers.
The book contains a collection of and provides an integrated view on diverse
range of issues like marketing, organizational behavior, operations and human
resource management. Services industry examples from around the world are used
to illustrate the concepts and principles of services marketing and management
and to aid in the learning process. Many authors have indicated future research
directions which are intended to inspire others to join in the new interdisciplinary
approach to the study of services. A lot of effort has gone into integrating all the
chapters as each chapter directs readers to other related chapters and thereby takes
them on a guided tour of the entire range of the latest services management thought.
In the first chapter an extensive literature review of more than 1,000 services
marketing publications spanning over four decades presents a definitive history
of services marketing thought. The discussion delineates three stages of services
marketing as Crawling out (1953-79); Scurrying about (1980-85) and Walking
erect (1986-present). A classification and summary of publications and authors is
also presented. They conclude on the optimistic note that services literature of the
future will burgeon in both quality and quantity.
The second chapter discusses the paradigm shift in marketing for the marketing
of services. It delineates the different characteristics of services and its difference
from marketing of products and cautions against myopia in the strategic
marketing of services. To market the services strategically the third chapter focuses
on customer care and emphasizes the need to focus on service delivery
systems, the environment and the need to manage employees to provide efficient
and caring service - getting things right the first time and maintaining standards.
The chapter measures dimensions of customer care and service through European
case examples and focuses on the internal customers' role in external customer
care emphasizing service guarantees and service recovery strategies.
The next chapter Concept of Exchange continues with the focus on customers
and discusses importance of striking and maintaining relationships with customers.
The chapter discusses landmarks in development of relationship marketing
and sees it as economically more efficient than acquisition of new customers,
providing cross-selling opportunities and as source of new product ideas and
goodwill assets. Chapter five Service Mapping highlights this as a tool for service
system design and management. It deals with the service logic template, which is
a generic model of service operation, represented through a universal service map.
This map models the service system as a logical decision-making activity against
the background of organization structure and is further exemplified with car repair
service system and further research directions are then suggested.
Highlighting the importance of customer satisfaction, the next chapter deals
with measuring and monitoring service quality. A multiple-item generic, skeletal instrument the 'SERVQUAL' model for measuring and monitoring service quality
is the main highlight of this chapter. Chapter seven continues with the discussion
of service quality by highlighting the cost factor involved and argues that some
quality initiatives are likely to pay off and others will not. Emphasizing the importance
of both monetary and non-monetary outcomes the authors introduce a
model which may be used to guide the development of information systems by
focusing upon the key costs and benefits of service quality initiatives.
Chapter eight focuses on the Human factor in the management of services. It
highlights employees who have a high degree of contact with service customers
and the need to manage the key HRM policies like hiring, training, job design and
employee empowerment for these employees to ensure consistency of service
quality across transactions. Chapter nine discusses the paradigm shift from the
narrow manipulative ideology of transaction marketing towards a more benign
win-win strategy implicit in relationship marketing. It discusses the relationship
marketing in three different perspectives - organizational, managerial and macroeconomic
and the three distinct aspects of the market economy - competitiveness,
collaboration and regulation.
Chapter ten Organizing for Service examines empowerment not as an all-ornothing
concept but a continuum ranging from total control to total empowerment.
It examines the appropriateness of the employee empowerment model versus
the traditional management control model as applied to the service sector.
After discussing the complexities of the empowerment model and the control
model, the authors advocate a contingency approach i.e. different situations call
for different degrees of empowerment versus control. In chapter eleven, Managing
and Marketing to Internal Customers, the key influences on the evolution and
development of the internal marketing concept, the scope and parameters and
specific issues relating to the internal and external marketing interface are discussed.
The chapter presents a view of managing internal customer within an
integrated management focus which draws on new developments in marketing
operations and human resource management and highlights practical issues concerned
with managing and marketing to internal customers. The authors then
present proposals for a new, competency-based approach to managing internal
customers based on contemporary marketing thought.
Chapter twelve, Marketing services to external markets, emphasizes that there
are a number of external markets and internal markets (within the organization), to
which marketing frameworks and principles can be applied. The authors accept a
broader integrated view of markets with which a service organization interacts
and propose a 'six markets model'. A framework for managing services strategically
is then developed and the three key steps in creating business focus - business
definition, segmentation and positioning are outlined. They discuss a number
of issues like an augmented marketing mix consisting of seven key elements as a useful approach to managing services marketing, the 'people' element of the
marketing mix emphasized by internal marketing and the need for paying attention
to relationship building and cross-functional activities. The authors thus
provide a valuable conceptual framework integrating many variables that historically
have been considered independently in marketing services to external markets.
They identify numerous issues in an evolving field and beckons the reader to
explore this exciting area further.
The chapter ‘Service Quality at the Manufacturing-Marketing Interface: From
Kaizen to Service-driven Logistics examines the series of rapid changes affecting
manufacturing-industry procedures and organizations. Issues like lean production,
growing importance of logistics, search for quality production and drive for
world class manufacturing are discussed along with a case study on Microsoft
Ireland. Particular attention is paid to 'service driven logistics' and there is constant
reference to importance of services and service-inputs as drivers of change in
manufacturing-industry processes and procedures. In the chapter Service Management
in the Business-to-Business Sector: From Networks to Relationship Marketing"
rich insights are provided into how business is coordinated. The chapter
traces the genesis of the network approach and maps the characteristics of that
approach and the assumptions on which it is grounded.
The fifteenth chapter, The Service Firm in International Marketing, highlights
the growing focus on services in the world's total direct foreign investment.
Economic and cultural interdependencies between countries, political and economic
policies such as deregulation and protectionism and dramatic developments
in communications and information technology has intensified international
competition in service industries. Numerous firms find themselves grappling
with the questions about how to provide international marketing of services.
The authors have highlighted the need for management of trade-offs in the
international marketing of services. They have addressed issues like global service
delivery systems, effects of technology, scale and cultural aspects, impact of
synergy in diversification in international markets, foreign market entry considerations
and barriers to internationalization of services.
The last chapter Strategic Services Management: Examining and Understanding
it, the author reviews the significant contributions to strategic management
thinking and raises questions about future directions of research. The author covers
three areas of contribution - service quality, customer loyalty/retention and
service mapping and discusses three conceptual frameworks for integrating ideas
- the strategic service vision, the cycle of failure and the service profit chain all of
which combine elements of marketing, operations and human resource management.
It uses excellent examples to provide lucid illustrations for each of these
The book scores on readability and has précis by noted academicians at the start of each chapter for easy understanding. It is a must read for students as well as
practitioners to get important insights into the management of services in entirety.
Kirti Dutta, Lecturer, Institute for International Management and Technoloyg, #336, Udyog Vihar, Phase - IV, Gurgaon - 122001, Haryana, India.
Khan, Martin, “Consumer Behavior and Advertising Management”, New Delhi,
2006, New Age International, xvi+367, Price Rs 195/-.
The book is divided into two sections. In the first part the author deals with
consumer behavior. It consists of twenty six chapters dealing with consumer behavior
and in the twenty seventh chapter nine case studies are highlighted along
with their questions. The book is different as apart from discussing the usual
aspects of consumer behavior like culture, social class, lifestyle and psychographic
segmentation etc. author also discusses outlet selection, consumerism, customer
delight, e-consumer behavior and changing consumer behavior in the Indian context.
In the second section advertising management is discussed through fifteen
chapters. Again value addition has been done by discussing ethical and social
issues in advertising, management of an advertising agency and role of advertising
in national development. This makes it a must read not only by the students
but by managers and practitioners as well. Throughout the author has made lucid
the discussion with the help of Indian examples and case studies. Each chapter
starts with learning objectives and ends with review questions which give clarity
Kirti Dutta, Lecturer, Institute for International Management and Technology,
#336, Udyog Vihar, Phase - IV, Gurgaon - 122001, Haryana, India.