certificate programmes in consulting · pdf fileb.e. / b. tech /amie /bachelor of architecture...

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THE JOURNAL OF CONSULTANCY DEVELOPMENT CENTRE

Volume - 11 Issue - 1

CONSULTANCY DEVELOPMENT CENTRE

January 2017

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Certificate Programme in

Management Consulting

(CPMC)

&

Certificate Programme in HR

Consulting (CPMC)ELIGIBILITY:

Post Graduates (For more details please

see the programme brochure)

Final year students can also apply.

Or

Bachelor degree with equivalent

qualification as mentioned in the

programme brochure (With two years

of experience).

(Final year students can also apply)

Certificate Programme in Technical Consulting

(CPTC)

ELIGIBILITY:

B.E. / B. Tech /AMIE /Bachelor of Architecture (B. Arch) with two

years of experience/Bachelor of Planning with two years of

experience/Bachelor of Design (B. Des) /Areas - Product Design,

Transport Design, Graphic Design, Retail Design, Animation, Film

& Video, Industrial Design (with two years of experience).

M.C.A /M.Sc/Masters in Applied Science/Masters of Design

(M. Des) Areas - Product Design, Transport Design, Graphic

Design, Retail Design, Animation, Film & Video, Industrial Design/

Master of Architecture / Master of Urban Design /Master of Planning

with specialization/Master of Building Engineering and

Management/Master of Landscape Architecture / Equivalent

Technical Qualification. (Final year students can also apply)

Or

Diploma in Engineering or equivalent with two years of experience

Key Features of the Certificates Programmes:

Special fee concession of 25% to OBC/SC/ST/Physically Handicapped candidates

Concession for group nominations under unreserved category

Clarifications/information through E-Coaching Mode

Certificate by CDC, Autonomous Institution of DSIR, Ministry of Science & Technology, Government of India on successful completion of programme

NB: These Programmes CPMC, CPHRC & CPTC are also offered through Franchised Institutes. The more information

can be accessed at www.cdc.org.in

Certificate Programmes in ConsultingCertificate Programmes in Consultingby

Consultancy Development Centre (CDC)An Autonomous Institution of DSIR, Ministry of Science & Technology, Government of India

Certificate Programme in IT Consulting Certificate Programme in Technology Management Consulting Certificate Programme in Strategy Consulting

Delivery:

Programme delivery shall be through contact classes on Sundays at CDC, New Delhi

Note : These Programmes are not AICTE Approved

Future Initiatives to be introduced shortly

Ms. Pooja DavidProgramme Coordinator

Consultancy Development CentreIndia Habitat Centre, Core IVB, 2nd Floor, Lodhi Road, New Delhi‐110003

Tel: +91 112460 2601, 2915, 1533;Fax: +91 112460 2602

E-mail : [email protected] Website : www.cdc.org.in

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CONTENTS

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What Consultants Should Know About Radio Frequency Identification 1 Prof. V. Rajaraman

Machine Learning in Big Data Era: The changing face of Predictive Analytics 12 Abhishek Kumar, Dr. Devi Prasad Bhukya & Ms. Richa Gupta

The Future of Luxury and Lifestyle Retail Sector in India: Insights from a Delphi 22StudyGupalakrishnan Narayanamurthy & Prof. Dr. Roger Moser

Management Consultancy 37Dr. Anupama Rajesh & Shweta Shrivastava

Water Consultancy in India: Challenges and Opportunities 46P.K. Sengupta

Integrated Geophysical Subsurface Investigation for Effective Completion of the 55 Sewage Pipeline Project in the Shallow Bedrock RegionDr. Anbazhagan P, Divyesh Rohit & Madhura H

Employee's Awareness on Green Human Resource Management - a Need of the 68 Hour: an Investigative StudyDr. V. Tulasi Das, A. Srilakshmi & B. Sreedhar Reddy

Organizational Socialization Applied to Faculty Induction - A Conceptual 77 FrameworkDr. Manoj Kumar & Priyanka Bareth

Why Flyovers will Fall, and Cities will Flood – Decline of the Civil Engineering 87 Profession in IndiaShirish B. Patel

Impact of Economy on Stock Price Behaviour: Special Reference to Indian 94 Banking SectorDr. Shradhanjali Panda

Book Reviews 103

Author Profile 108

Prof. Bhimaraya A. MetriDeanLarsen & Toubro LimitedL&T Institute of Project Management

Prof. Suneet TuliDean-Research & Development (R&D) IIT Delhi

Mr. Satyakam GuptaTransport EconomistIntercontinental Consultants and Technocrats Pvt. Ltd.

Editorial Advisory Board

ChairmanDr. P. Banerjee

Former Chief Scientist – CSIR-National Physical LaboratoryFormer Director –CSIR-National Institute of Science, Technology and

Development Studies (NISTADS)

Members

Mr. Rajiv KhuranaManagement ConsultantThe Personnel Lab

Ms. Deeksha BishtFormer Acting DirectorCSIR - NISCAIR

Ms. Manju BagaiAdvocate

CONSULTING AHEAD- VOL. 11 - ISSUE 1



Final January 2017

What Consultants Should Know About Radio Frequency Identification

CONSULTING AHEAD – VOL. 11 – ISSUE 1 1

What Consultants Should Know About Radio

Frequency Identification

The use of Radio Frequency Identification (RFID) technology is

proliferating due to its versatility in remotely identifying and tracking

objects. Government of India is currently mandating its use in many

applications. There are a wide variety of RFID systems being deployed in

India. It is essential for consultants today to understand this technology

so that they can suggest its deployment wherever appropriate. The Return

on Investment if an RFID system is deployed in an application has to be

assessed in projects. It is the purpose of this paper to explain the basics

of RFID technology, compare and contrast varieties of RFID tags and

readers available in the market, and illustrate their use with examples.

Keywords: RFID Technology, Near Field Tags, Far Field Tags, RFID

Applications, RFID Privacy and Security

Prof. V. Rajaraman

Abhishek Kumar, Dr. Devi Prasad Bhukya & Richa Gupta


Machine Learning in Big Data Era: The changing face of

Predictive Analytics

Abhishek Kumar

Often Machine Learning and Big Data is considered as the synonyms of

each other whereas in reality the later complements the former by the

virtue of enhanced infrastructure, sophisticated algorithms and faster

processing technologies to dive deep inside the data ocean. However the

current trend is seeing a paradigm shift where the upcoming technical

and computational enhancements in Big Data technologies and thrust to

convert Big Data into Smart Data posses an existence question in front of

many old age smart machine learning algorithms and gave birth to a new

question among the computer scientists that whether we need smart

machine learning algorithms or smart data which can make even a dumb

algorithm smart by giving it opportunity to access and interpret

voluminous data while making predictive decisions which was earlier not

the case with machine learning algorithms which were forced to make the

predictions based on their restricted hypothesis samples and a tight

controlled access to data. This paper carries a balanced evaluation of

this scenario.

Keywords: Machine Learning, Big Data, Data Analytics, Smart Data,

Predictive Analytics

Dr. Devi Prasad Bhukya

Richa Gupta

The Future of Luxury and Lifestyle Retail Sector in India: Insights from a Delphi Study1

CONSULTING AHEAD – VOL. 11 – ISSUE 1

The Future of Luxury and Lifestyle Retail Sector in India:

Insights from a Delphi Study1

Indian luxury market is small in comparison to global standards, but it

had shown a healthy growth over the last few years and was estimated by

analysts to be soon 120%-150% larger than its current size. The

Government of India had also recently changed important regulatory

aspects associated with foreign direct investment which might change the

future rules in the Indian retail including luxury sector for foreign

companies. In addition to the dynamic regulations, other major market-

specific challenges such as diversified consumer segments and weak

retail infrastructure were also expected to have an influence on the future

of luxury and lifestyle retail sector. Therefore, in this paper, we analyze

the status quo as well as the future outlook for Indian luxury retail sector.

Results from the Delphi (expert panel) study with 22 invited experts from

foreign luxury retail companies with substantial experiences in the Indian

market is presented. 14 projections that assessed the quantitative and

qualitative input of local retail sector experts with respect to

developments in the regulatory environment, consumer behavior as well

as hard & soft infrastructure is reported.

Keywords: Retail, Luxury, Lifestyle, Delphi, India.

G. Narayanamurthy

Prof. Dr. R Moser

22

Management Consultancy

CONSULTING AHEAD – VOL. 11 – ISSUE 1

Management Consultancy

This paper revisits the concept of management consulting from a present-

day perspective. It aims to create an understanding of the expectations of

client firms from contemporary consulting organizations. The paper

provides an insight into the journey of management consulting since its

inception which indicates that it has evolved significantly over the years

to include new aspects of business such as process improvement, change

management, business transformation etc. These paradigm shifts have

changed the way in which management consulting contributes to the

performance of organizations. The paper suggests that in order to

continue momentum of growth and combat growing competition,

consulting industry needs to become more agile to changing needs of

client firms. It also needs to find suitable avenues for optimised usage of

the accumulated know-how. This paper will be of immense value to

consulting firms as it contains pertinent discussions on current state of

affairs in the management consulting industry. It sheds light on the trends

and challenges faced by the industry and also discusses few probable

solutions to these challenges.

Keywords: Knowledge, Management Consulting, Consultants, Client

Organization, Challenges, Trends, Big 4

Dr. Anupama Rajesh

Shweta Shrivastava

37

P. K. Sengupta


Water Consultancy in India: Challenges and Opportunities

Water consultancy is a growing business opportunity in India. In this

paper, the water scenario and the water governance of India is briefly

discussed. How water consultancy is important in both private and public

sector is focussed with special emphasis on the different sectors where

consultancy is required. The challenges and opportunities in water

consultancy, like human resource and knowledge management challenges

and opportunities in human resource development are also emphatically

discussed.

Keywords: Water Consultancy, Water Framework, Business Opportunities,

Knowledge Management

P. K. Sengupta

Integrated geophysical subsurface investigation for effective completion of the sewage pipeline project...


Integrated geophysical subsurface investigation for effective

completion of the sewage pipeline project in the

shallow bedrock region

Dr. Anbazhagan Panjamani

Divyesh Rohit

This paper presents a case study depicting the importance of geophysical

investigation prior to cost estimation and execution of an excavation

work by the experience of the ongoing project.The project for laying of a

new sewerage pipeline in the shallow bedrock region of Bangalore with

an estimated cost of about Rs.50.00 lakh, which was started after formal

approval and tendering. After executing 25% of excavation work,

weathered and hard rock was found along the alignment at an average

depth of around 2.5 m, which increasedthe cost of excavation and project

period. The contractors topped the work due to unidentified tender item

(rock excavation) which caused cost escalation above estimation and

required additional time and machinery excavation. A scientific

investigation using integrated geophysical survey techniques has been

carried out to profile the subsurface lithology, estimate precise soil and

rock volumeforestimation ofincreased cost of excavation due to presence

of rockand time required for completion of the project. Detailed

integrated subsurface profiling has been carried out using Ground

Penetrating Radar and Multichannel Analysis of Surface Wave to find

out the thickness of soil and rock. A 2-D subsurface profile has been

generated from both investigation and used to map the soil and rock

layers. An estimate of soil and rock volume has been prepared from the

survey results and compared with the prior estimate to assess differences

observed in the cost of excavation. In comparison, it has been found that

the estimate obtained from survey result is 2.17 times higher than the

presumed estimate for a typical section. This study helped to re-estimate

project cost, effective planning of the project and thereby timely

completion.

Keywords: Ground-penetrating Radar, Cost Estimation, Excavation,

Geophysical Investigation.

Madhura H

Dr. V. Tulasi Das, A. Srilakshmi and B. Sreedhar Reddy


Employee’s Awareness on Green Human Resource Management

- a Need of the Hour: an Investigative Study

Dr. V. Tulasi Das

A. Srilakshmi

Twenty-first century has been showing heightened interest in the

environmental concerns all around the globe irrespective of related fields

be it politics, public, or business. Across the globe, we are moving from

an industrial based financial system to a talent based economy. We are

also entering a green economy – one in which consumer and employee

expectations and future environmental change will require businesses to

address “green” issues. The activities of such initiatives, referred to as

green management, are the green movement with its objective of

Protection of Environment and protect the planet Earth from future

manmade disasters. Green Human Resource Management is emerging as

an important thrust area for management which can have an enormous

impact on people issues in an organization. The HR functions become the

driver of environmental sustainability within the organization by aligning

its practices and policies with sustainability goals reflecting an

eco-focus. This system provides better control of firm’s environmental

impacts. Keeping this in view, the researchers conducted an opinion

survey of employees of Visakhapatnam Steel Plant on GHRM to know the

awareness level of employees on the present burning issue of Green

HRM. The data are analysed, findings, suggestion and conclusion are

presented in this article.

Keywords: Employee Involvement, Green HRM, Sustainable

Development, Performance-Related Pay, Performance Management System

B. Sreedhar Reddy

Organizational Socialization Applied to Faculty Induction- A Conceptual Framework


Organizational Socialization Applied to Faculty Induction-

A Conceptual Framework

Dr. Manoj Kumar

Organizational socialization is a process by which an individual comes to

acquire information and knowledge about the organization (mission,

vision, nature of operation, structure, policies and programmes of the

organization), their jobs, roles and work groups. This is necessary for

them to build up confidence, morale and trust in the new organization so

that they become efficient and productive employees and contribute to

organizational success.

The conceptual paper tries to emphasize the need of

induction/socialization among faculty in Private Professional Higher

Education sector (Management, Engineering, Pharmacy, Architecture

and Law Colleges) in India. The Authors propose a conceptual model for

faculty induction based on prevalent practices in organizations and

literature available on organizational socialization and faculty

education. This model illustrates briefly pre-requisites, process and

outcomes of faculty induction. Researcher further discusses impact of

faculty induction on faculty retention. Literature Review method coupled

with secondary data collection from various research findings and

corporate practices is employed using a descriptive study technique.

Due to the increased mobility of the faculty in private professional higher

education institutes over the last decade, socialization of faculty has

become more important than ever. Therefore, there is an urgent need to

develop and adopt a formal induction process by private professional

higher education institutes.

Keywords: Faculty Induction, Organization Socialization, Faculty Retention

Priyanka Bareth

Why Flyovers will Fall, and Cities will Flood


Why Flyovers will Fall, and Cities will Flood

Decline of the Civil Engineering Profession in Indiai

The Coal Secretary not so long ago blamed the ‘5Cs’— Central

Vigilance Commission, Central Information Commission, Central Bureau

of Investigation, Comptroller and Auditor General and the Courts — for

inhibiting quick and effective decision-making and impeding the country's

development (Times of India, 2016). This article argues that the steady

and continuing decline of the civil engineering profession in India has its

roots in policies mandated by CAG in regard to the procurement of

consultancy services.

Shirish B Patel

Dr. Shradhanjali Panda


Impact of Economy on Stock Price Behaviour: Special Reference

to Indian Banking Sector

Economic stability is like a super power of a country that helps it for

achieving sustainable growth. A stable Economic condition of a country

helps it to avoid circumstances like bank run, hyperinflation, stock market

crashes etc.as it is efficient enough to absorb shocks arising from adverse

events in domestic as well as global context. As stock market is an

indispensable part of a country’s economy, the impact of economic stability

is also reflected in the stock price behaviour. As a result the market becomes

able to capture the intrinsic values of the stocks and it is absorbed in the

market prices. The behaviour of stock price reveals the overall economic

condition of a country. Banking being the sector that plays a very crucial

role in economic development is no exception from this rule. All economic

information is reflected in banking share prices. So, the present paper

tries to study the economic condition of the country by analysing different

macro-economic variables. Then the stock price behaviour is compared in

terms of their intrinsic values and market values. At the end the deviation is

compared with that of economic condition of the country. The study period is

6 years i.e. from 1st June, 2010 to 1

st June, 2016.

Keywords : Economic Stability, Macro-econimic Variables, Instrinsic

Value, Market Value of Stocks

Dr. Shradhanjali Panda

Book Review


Title : Innovation by India for India – The Need and the

Challenge

Author : V. Ramaswami

Publisher : ŚikshA Publications, LLC, Branchburg, NJ, USA,

2016

Reviewer : Prof. V. Rajaraman, Honorary Professor in the

Supercomputer Education and Research Centre

(SERC), Indian Institute of Science, Bangalore

What do we mean by innovations by India for

India? An immediate example which comes to

my mind is the idly-dosa batter grinder. It is an

innovation which fulfilled a purpose - that of

reducing manual labour of South Indian

homemakers. It is not high tech but uses

appropriate technology available easily in India.

It is not expensive and is being continuously

improved with the availability of new materials.

It is now aggressively marketed by several

companies in India. Innovations are almost

always driven by perceiving a need - sometimes

creating one. There are many motivations which

drive innovators: making money, becoming well

known, and a sense of achievement among

others. Quite often innovators are mavericks and

are dissatisfied by the status quo. Only a small

proportion of persons in any population are

innovative. Survivalin a globalised economy

makes it imperative for countries to be

innovative. Innovations need not necessarily be

export driven. We in India are fortunate to have a

huge local market that is currently being

exploited by many multinationals. In fact many

innovations - for instance, low cost medical

appliances are now being developed in India by

multi-national research and development

laboratories with Indian talent. Why are our

companies not spending substantial money in

R&D to innovate? Why do Universities and

industries work in separate silos? Is it possible to

create an environment in which innovations

thrive? In a globalised economy how do we

protect our innovations from copycats? These are

some of the questions asked and analysed by

Dr.V.Ramaswami in this very timely book.

Dr. Ramaswamihas thoroughly researched the

innovation scenario in the United States where he

has worked all his life as a pure researcher in a

University, as a researcher in Industry on

applying research to solve practical problems,

and finally also as a partner in a start up

company. Having spent some time in India he has

observed the Indian eco-system and asks

whether this eco-system is conducive for

innovators, specifically whether the education

system, starting from elementary schools to

higher educational institutions, encourages

out-of-the-box thinking. He has also reviewed

the R&D scenario in industries and the role

of the Government in nurturing innovators.

He has extensively researched in depth all

aspects of the eco-system prevailing in India

relating to encouraging innovations and

innovators.

Book

Review

Book Review


The book is divided into eight chapters. The

first chapter emphasises that product innovation

is essential to survive in the modern world. It

argues that labour arbitrage will not sustain

India in the long run to increase our export

earnings. In this chapter he also points out that

pure research without applying it to create

useful technology will not lead to economic

prosperity. The second chapteris on factors

which impact innovation. It states that

major innovators are miniscule in any society.

However some societies provide the

environment which nurtures innovators and

what are these? How can these be emulated in

India? Chapter 3 discusses social factors which

are essential to nurture innovations and

examines those prevailing in India. He points

out many sociological factors such as

acceptance of the status quo, corruption

endemic in India, merit not being fully

recognized, hierarchical structure in

organizations, lack of standardization, over

reliance on foreign advisers, black money, and

Indian's fascination to own "foreign" brands

inhibit innovators. Chapter 4 analyses the

prevailing educational system in India and its

deficiencies. He has many useful suggestions in

this chapter and the next, on how to improve

the educational system to foster a spirit of

innovation among students. Chapter 6 is on

India's markets, economy and industry. It is a

thoroughly researched chapter with many

graphs. In this chapter the author suggests that

the requirements of domestic market should be

met predominantly by local manufacturing, that

the industry must have R&D to create local

substitutes for products losing their patent

protection and also create their own patents. In

Chapter 7 Dr. Ramaswami lauds the fact that

India has remained a thriving democracy in

contrast to the neighbouring countries in Asia.

However he demeans the tendency of those in

Government to consider themselves as "rulers"

rather than as those providing "services". This

feudal mindset is to some extent historical. He

makes some obvious suggestions such as

reducing corruption and improving the law

enforcement machinery including the judiciary.

The more interesting suggestion is to involve

specialists rather than generalists in

Government, identifying meritorious persons

among the disadvantaged sectionsof society at a

young age and nurturing their talents rather

than the current policy of reservations based on

caste. The final chapter is for individual

innovators on how to nurture their innovative

spirit. The author advises startup entrepreneurs

about the need to assess the market, protect

their intellectual property, the need for

partnership of persons with complementary

talents such as finance and marketing, product

design, and the need for persistence to succeed

in their endeavour.

Dr. Ramaswami has done extensive research as

demonstrated by the fact that there are a total of

150 references that he has cited besides a

bibliography. The book is easy to read and the

points made by the author are cogently argued.

Many chapters have a summary at the end that is

very helpful. The book is well produced. I would

strongly recommend this book to all those who

are interested in creating an environment that will

foster innovations in India.

*—————*

Book Review


Title : The Essential Book of Corporate Governance

Author : G. N. Bajpai

Publisher : SAGE Publications Pvt. Ltd.

Reviewer : Prof. Parul Gupta, Assistant Professor – Public

Policy & Governance, Management Development

Institute, Gurgaon

Corporate Governance (CG) is significantly

important for any country because of two

important reasons. First reason relates to the level

of trust of investors, as an orderly and transparent

business environment inspires confidence on the

part of domestic and international investors.

Research suggests that one of the most critical

factors of investment decisions is the governance

risk which arises from the potential for

lack of transparency, accountability and

enforceability in the marketplace. Second reason

refers to weak governance systems which often

lead to serious problems; the 1997 East Asian

crisis, for example, was partly attributed to the

weak institutions.

In recent past, there happened some of the

important developments and policy changes in

the CG framework in India. Corporate

governance in India was guided by Clause 49 of

the Listing Agreement before the introduction of

the Companies Act of 2013. As per the new

provision in Companies Act, 2013, SEBI

approved certain amendments in the Listing

Agreement to improve transparency in the

transactions of listed companies and to empower

minority stakeholders to influence the decisions

of the management.

An oft-noted explanation on CG diversity

provided by La Porta et al.(1999) argues that

absence of robust legal protection to minority

shareholders and creditors in a given country

tends to favour concentrated shareholding, while

the presence of such protection favour the widely

held shareholding. Reinforcing the same view,

this book opens, in first four chapters, the

discussion on the concept of joint stock

companies (JSCs), its evolution and wealth

creation and management by JSCs. Following a

good discussion in the first chapter on tyranny of

corporate governance, the book has total

seventeen chapters. Chapter five and six note the

changes taken place in contemporary capital

market with special emphasis on how modern

JSCs differentiate between ownership and

control, followed by enriched discussion on

barriers of CG. Chapter seven discusses in detail,

pillars of CG and a four tier monitoring pyramid

for each one of these. Chapter eight throws light

on the concept of board of Directors (BoD), its

composition and role. The chapter is further

strengthened by insights of personal experience

of author for sharing the board room. Chapter

nine emphasise on gaining public trust by

providing credible and sufficient information

about the financial performance of the company.

The chapter explains how the responsibility and

accountability is cast on all assurance providers.

Chapter ten has enriched information on Related

Party Transactions (RPTs), its procedures and

role of board in RPTs as provide under

Companies Act, 2013 (the Act)? Chapter eleven

open with a discussion on significance of

disclosures, followed by some explanation on

financial and non financial disclosures and

provisions of disclosure laid by the Act. Chapter

twelve to fifteen of the book reflects on building

ecosystem for a good CG. The discussion

commences with risk management process in

Book Review


chapter twelve, followed by suggesting the

mechanisms to place good CG practices in place.

Chapter eighteen suggests some methods to

evaluate CG by citing some methodologies

adopted and suggested by JSCs and other

institutions in India. The chapter further explain

the Economic Value Added (EVA) and Market

Value Added (MVA) method of determining

values creation. In the concluding chapter, author

calls CG as the “Universe of Management” and

presents it in the shape of a wheel, where the

wheel is placed on a pyramid of vision, mission,

values and cultures of a JSC.

While the author of the book in the chapters of

the book (not reqd.) is able to draw on theoretical

approach and his personal experience, he has

done it sometimes at the risk of discussing less

about respective legislative provisions. However,

something that supplements this is the set of

annexure on model policies and charters based

on legislative and regulatory provisions of

relevant laws in India and also in some other

countries. Another important and appreciable

element of the book is the set of short case

studies provided under Annexure 1. These cases

provide deeper insights to the importance of CG

and consequences of a weaker CG framework in

a given country.

This book carries a rich content offering

meaningful insights to CG in changing capital

markets. It offers a welcome exploration of

another way to understand and appreciate the

importance of CG in wealth creation and wealth

management by JSCs.

*—————*

Title : Marketing Analytics: Data-Driven Techniques with

Microsoft Excel

Author : Wayne L. Winston

Publisher : Wiley India Pvt. Ltd., India

Reviewer : Peeyush Mittal, Consultant

Marketing Analytics (Data-Driven Techniques

with Microsoft Excel) written by Wayne L.

Winston- is a perfect book which offers perfect

solutions to the need of marketers for analytic

bend required in marketing data. The book has

eleven parts which is further divided into 45

chapters. At the outset, the book is targeted for

Marketing Analyst, Business Professionals and

Consultants.

Part I, introduces the reader to using excel to

summarize marketing data and doing marketing

analysis using many excel tools, which can help

the marketer in analysing the marketing

problems.

Part II of the book, introduces the reader to

pricing concept analysis and talks about use of

EXCEL SOLVER to estimate demand curve, to

optimize price bundling, Nonlinear pricing

strategies, price skimming strategies and revenue

management.

Accurate sales forecasting drive the other

department of an organization i.e. production

Book Review


department, inventory management and many

other business divisions. Part III of this book is

all about using Microsoft excel for better

forecasting.

Part IV helps to understand about the wants of

customer by using Conjoint Analysis, widely

used tool of logistics regression and discrete

choice which can be used to rank the important

product attributes.

Companies need to understand the value of its

customers and Part V of this book focuses on the

same. This part gives explanation on how to

measure customer value, customer value concept,

customer value models, and customer value to

optimally allocate resources.

Part VI deals with cluster analysis, the use of

collaborative filtering concept and teach the

reader about use of classification trees to segment

a market.

Predicting future sales has always been a difficult

work for an organization especially for a

marketing decision making authorities. Part VII

explains S Curves, bass diffusion model and the

use of Copernican Principle, which will enables

the prediction of product sales.

Part VIII has been made to help the retailer to

understand the store layout, which can help the

sale of complementary products and explains the

market basket analysis and lift. It also explains

the use of recency, frequency and monetary value

analysis and widely known SCAN*PRO models

respectively.

Part IX is all about maximising the revenue from

advertising expenses and given the use of

ADSTOCK Model to measure the effectiveness

of his advertising expenditure.

Part X is all about use of different marketing

research tools to understand the unknown. It is

about principal components and multi-dimensional

scaling to reducing the many variables to a few

easily understandable variables.

Marketing has been affected in big ways by the

extensive use of Internet and social media. Part

XI deals with this burning issue. This part of

book discusses the math behind Malcom

Gladwell’s bets selling book- the tipping point.

*—————*

107


Author Profile

Prof. V. Rajaraman, PhD (Wisconsin) is Honorary Professor in the Supercomputer Education and

Research Centre (SERC) at the Indian Institute of Science, Bangalore. He was previously TataChem

Professor and Chairman of SERC, IISc (1982-1994), IBM Professor of IT at the Jawaharlal Nehru

Centre for Advanced Scientific Research, Bangalore (1994-2001), and Professor of Electrical

Engineering and Computer Science at IIT, Kanpur (1966-1982). He was an Assistant Professor of

Statistics at the University of Wisconsin, Madison (1961-62), a visiting Assistant Professor of

Electrical Engineering and Computer Science at the University of California, Berkeley (1965-66), and

an IBM Research Fellow at the IBM Systems Development Institute, Canberra, Australia (1973-74).

He is an author of 23 widely used text books and numerous research papers in computer science and

has guided 30 PhD students.

Prof. Rajaraman was awarded the Padma Bhushan by the President of India in 1998. He is a Fellow of

the Computer Society of India, the Indian National Science Academy, the Indian Academy of Sciences,

National Academy of Sciences, Indian National Academy of Engineering, and the Institution of

Electronics and Telecommunication Engineers. Among the many honours and prizes that he has

received are Shanti Swarup Bhatnagar Prize (1976), Homi Bhabha Prize (1984) by UGC, Indian

Society of Technical Education award for excellence in Teaching (1988), Om Prakash Bhasin Prize

(1992), Rustom Choksi Award (1993) by IISc, Zaheer Medal (1998) by the Indian National Science

Academy, and the Life Time Contributions award by the Indian National Academy of Engineering,

Dataquest, Computer Society of India, and the Systems Society of India. He was awarded an Honorary

DSc (Engineering) by the Bengal Science and Engineering University, Sibpur in 2012, and an

Honorary DSc by IIT/Kanpur in 2014.

Abhishek Kumar is Scientist in Council of Scientific and Industrial Research (CSIR HQ), New Delhi,

in Research, Project Planning and Business Development Division (RPP & BDD). With a professional

experience of 8 years in the field of ICT. Currently, he is coordinating all the research works going

across various Information sciences labs of CSIR across India. His expertise includes Cyber Security,

Data Mining, Big Data, Data Analytics and Predictive Analytics.

Dr. Devi Prasad Bhukya is Scientist in Council of Scientific and Industrial Research (CSIR HQ),

New Delhi, in Director General Technical Cell (DGTC). With professional experience of more than

10 years in the field of ICT, his expertise includes Performance Evaluation, Data Centres, Big Data and

IoT (Internet of Things).

Richa Gupta is currently working as Software Engineer in Stryker India Pvt. Ltd., Gurgaon, Haryana,

India. She possesses great expertise in the field of automation.

Mr. Gopalakrishnan Narayanamurthy Fellow student in the area of Quantitative Methods and

Operations Management at Indian Institute of Management Kozhikode (IIMK), Kerala. He is also a

Fulbright-Nehru Doctoral Research Scholar from Carlson School of Management, University of

Minnesota, USA. He has published and presented research papers on diverse topics including lean

thinking in hospitals, software development, education, supply chain management and sustainable

operations. He has also written and published several teaching case studies.

Prof. Dr. Roger Moser Assistant Professor of International Management and Director of the ASIA

CONNECT Center & India Competence Center, University of St. Gallen, Switzerland. He is a Visiting

Author Profile


& Adjunct Faculty at IIM Bangalore & IIM Udaipur. His research focuses on market entry and

expansion strategies in emerging markets as well as infrastructure solutions in rural India.

Dr. Anupama Rajesh is the Head – Case Study Centre at Amity Business School, Amity University,

Noida. She trained for case study writing at INSEAD Paris. She has academic experience of over

20 years including international assignments. She has written more than 20 research papers and case

studies for prestigious international journals and has three books and several book chapters to her

credit. She has won several awards including the ADMA Research Award, “Shiksha Rattan Puruskar”

and three “Outstanding Paper Award” at International Forums. She also has MOOC to her credit.

Shweta Shrivastava is a Ph.D. Research Scholar at Amity University, Noida in the domain of Human

Resources. Her interest areas are rewards and incentives, organizational commitment and

organizational behaviour. She has 7 years of corporate work experience with organizations like Mercer

Consulting, Everonn Education and HCL Technologies. She is a Post Graduate in Human Resources

from Loyola Institute of Business Administration, Chennai and a Graduate in Commerce from Shri

Ram College of Commerce, University of Delhi.

P. K. Sengupta is a retired Hydrogeologist from Water Resource and Investigation, Department of

Government of West Bengal. His academic and research experience is span over 40 years with 10

years of experience in water resource management for industries. His field of interest is quite

diversified and interdisciplinary which encompasses ecohydrology, social hydrology and industrial

water. He also researches on science communication and community driven initiatives in water

resource management. He has contributed more than 50 research publications in reputed academic and

applied journals, conference proceedings etc. Publication also includes 10 monographs encompassing

different areas of earth science. He had been associated expert and coordinator of many sponsored

project including R&D Projects supported by NCSTC, NRDMS and Vigyan Prasar. He is the founder

editor and an editorial board member of Indian Groundwater. He had been scientific committee

member and reviewer at many international groundwater conferences. He also presented scientific

papers in International environmental conferences held abroad. He is a QCI, NABET accredited

consultant for environmental impact assessment for industries for the functional areas of geology,

hydrology and groundwater and has successfully carried out more than 40 industrial consultancy

projects.

Dr. Anbazhagan Panjamani graduated in Civil Engineering (B.E.) from College of Engineering, Anna

University, Guindy, Chennai, 2002, and received his Masters in Soil Mechanics and Foundation

Engineering from the same institute in 2004. In 2007 he obtained his Doctorate in Geotechnical

Engineering at Indian Institute of Science (IISc), Bangalore, India. Presently, he is an Assistant Prof. in

Civil Engineering at Indian Institute of Science, Bangalore. His main interests are in earthquake

Geotechnical engineering, applied geophysics and railway Geotechnical engineering. His research is

focusing on applied geophysics for earthquake geotechnical engineering problems and transport

geotechnical engineering problems. His research work on microzonation of Bangalore city was

selected for Research highlights presentation on the IISc Main Web page - 2006. He received the

prestigious Endeavour Fellowship Award from Australian Government in 2009, IEI Young Engineers

Award 2010-2011 from The Institution of Engineers (India) and the ISES Order of Merit 2015 Award

for Outstanding Work in Earthquake Science, Young Scientist category, Indian Society of Earthquake

Science. He also served as visiting professor for two years at King Saud University (KSU), Riyadh,

Saudi Arabia. Dr. Anbazhagan has formulated a new teaching course "Engineering Seismology" first

Author Profile


time in India. He has published about 60 Journal papers and 72 conference papers. He is very active

research personality and received about 34 million Indian Rupees funding so far and also an active

consultant in his area of research. He is also serving as an expert member on the committee for arriving

nuclear power plant design parameters, Department of Atomic Energy. He is also involved in national

mission on Dam Rehabilitation and Improvement Project (DRIP). Dr. Anbazhagan is serving as

associate editor of the International Journal of Geotechnical Earthquake Engineering (IJGEE) and

Editorial Board member in the International Journal of Civil Engineering (IJCE) and Journal of Civil

Engineering (JCE). He serves as a reviewer for a most of leading journals in his area of research.

Mr. Divyesh Rohit is a project associate in the Department of Civil Engineering at the Indian Institute

of Science Bengaluru (India). He joined IISc after completing his master’s in Soil Mechanics and

Foundation Engineering from SVNIT Surat. He has obtained his undergraduate degree in Civil

Engineering from NIT Hamirpur. His field of interest are dynamic soil-structure interaction, non-

destructive geophysical testing, GIS and data analysis. He has published 3 papers in reputed

international journals and conference proceedings. He has been actively involved in research and

consultancy projects on subsurface exploration and soil testing.

Ms. Madhura H is a project assistant in the Department of Civil Engineering at Indian Institute of

Science, Bengaluru. She has obtained her undergraduate degree from Acharya Institute of Technology,

Bengaluru. Her field of interest varies from Seismic microzonation studies, GIS data analysis and some

non-destructive test data analysis. She has published 1 paper in reputed international journal. She has

been actively involved in consultancy projects at IISc Bengaluru.

Dr. V. Tulasi Das is currently working in the Department of Human Resource Management, Acharya

Nagarjuna University, Guntur, A.P. India. He holds Doctorate of Philosophy in Management (Ph.D),

Master of Philosophy in Management (M.Phil), Master Degree in Business Administration (MBA),

Master Degree in Human Resource Management (MHRM), and Bachelor in General Law (BGL). He

has over 20 years of experience in teaching, research and allied activities in the area of Management,

HRD and General Aspects of importance. He has 125 publications in various National and

International Journals, attended and presented papers in about 74 National Seminars and 34

International Conferences. He is a life member of National Institute of Personnel Management (NIPM),

Indian Society of Labour Economics (ISLE), International Association of Academicians and

Researchers (INAAR), All India Social Science Research Association (AISSRA). All India Commerce

Association (ICA) and Indian Society of Training and Development (ISTD). He has guided SevenM.

Phils. and Seven Ph.Ds and also guiding Eight PhDs and Five MPhils.

A. Srilakshmi is currently pursuing research in the Dept. of HRM, Acharya Nagarjuna University. She

has Master’s Degree in Human Resource Management (MHRM) from Acharya Nagarjuna University.

B. Sreedhar Reddy is currently pursuing Ph.D (Full - Time) in the Dept. of HRM, Acharya Nagarjuna

University. He has Master’s Degree in Business Administration (MBA) from Acharya Nagarjuna

University. He has 14 publications in various national and international Journals, attended and

presented papers in about 08 National seminars and 05 International Conferences.

Dr. Manoj Kumar is Professor and Head in the Department of Management Studies Maharshi

Dayanand Saraswati University, Ajmer, Rajasthan, (India). His academic and research experience

spans over 30 years. 9 scholars have already been awarded PhD. under his esteemed guidance and 8 are

underway. He has also guided 1 post-doctoral fellow. He has contributed more than 88 research

Author Profile


publications and presentations in reputed academic and applied journals, conference proceedings etc.

He also has 2 books to his credit. He is Honorary Member, Advisory Board, Institute of

Entrepreneurship, Mumbai and Member, Advisory Council, Center for Entrepreneurship and Small

Business Management, MDS University, Ajmer. He has also undertaken various key assignments

during his career. He has been Member Inspection Committee for approval of the new management

Institutions, Engineering Colleges, Colleges of Architecture and Pharmacy deputed by AICTE, New

Delhi and Member, Inspection Committee for approval of Private Universities, deputed by the

Government of Rajasthan. He has held various key positions in Editorial Boards of many journals of

international repute including International Journal of Management Excelencia, Department of

Management Studies, MDS University, Ajmer (Founder, Managing Director); Entrepreneurship

Business Review, A Bi-Annual International Journal of Center for Entrepreneurship and Small

Business Management, MDS University, Ajmer (Ex-Chief Editor); Honorary Member, Journal of

Management and Public Policy (Listed in Ebsco international databases); ACME Journal of

Management, Ajmer; International Research Journal for Intellectual Science and Management; and

Journal of Psychology and Behavioral Research, SHAPES Society, New Delhi. He has presented a

total of 10 Research Papers at various reputed International Conferences outside India including those

held at Las Vegas, Nevada, USA: New Orleans, Louisiana, USA; Venice, Italy.

Ms. Priyanka Bareth is Research Scholar under Dr. Manoj Kumar (Professor and Head in the

Department of Management Studies Maharshi Dayanand Saraswati University, Ajmer, Rajasthan). She

is Doctoral fellow at Indian Council of Social Science and Research, New Delhi. She has completed

her MBA (HR and Marketing) from Banasthali University, Banasthali. Her total work experience is

around 7 years in teaching; recruitment, training co-ordination, operations, administration and team

Management. She has presented papers at more than 7 national and international Conferences. During

her career, she has been associated with Huawei Telecommunication (India) Pvt. Ltd; Bureau of

Investment Promotion, Industries Dept, Rajasthan Govt; Poornima College of Engineering, Jaipur and

Compucom Institute of IT and Management.

Shirish B Patel is a consulting Civil Engineer with a deep interest in urban affairs. He is now

Chairman Emeritus of Shirish Patel & Associates (SPA), a company he founded in December 1960.

Now recognised as one of the leading civil engineering design firms in the country, this firm has

undertaken design and construction supervision of a wide variety of civil works all over India,

including road and rail bridges, railway stations and elevated rail track, factories, water supply

schemes, jetties and dry docks, hotels, and multistoried office and residential towers.

Dr. Shradhanjali Panda is currently working as Assistant Professor in School of Management Studies,

Ravenshaw University, Cuttack. She did her Ph.D in Business Management from Utkal University and

area of interest is Financial Management, Security Analysis & Portfolio Management, Financial

Derivatives, Financial Services etc. She is having more than 8 years of teaching and 3 years of

corporate experience. She is active in research area and has more than 30 research papers to her credit

in different National and International journals. Apart from it, she has presented papers in more than 50

National and International conferences.

*—————*


Author Guidelines

Perspective

Consulting Ahead is devoted to the publication of articles advancing knowledge through research and cases in all sectors and disciplines

of consulting. The objective of “Consulting Ahead” is to become a source of innovative thoughts, knowledge and information of concern

for consultants and their clients and other stake holders namely policy makers, academicians and professionals from various disciplines.

Our endeavor is to position this journal as a world-class journal on consulting.

Paper Submission

Articles

Authors should submit the typescript of minimum 1500 words and maximum 5000 words (preferably) electronically in MS Word

(in British English), formatted with double-line space with 1- inch margin on all sides on A-4 size paper using Times new Roman

font of size 12. Email address for submissions is [email protected].

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and the author(s) should not be identified anywhere in the script.

An abstract of not more than 200 words and a brief resume along with a passport size photograph of the author(s) should also be

forwarded along with the article. Keywords (if any) should not exceed 10 words or phrases.

Tables/charts/graphs with self-explanatory titles should be prepared on separate sheets and numbered consecutively.

Book Reviews

Reviews not exceeding 1200 words about recently published books across the sectors of consulting may be forwarded for inclusion

in the section, along with one copy of the book.

Reviewer should mention the name of title/ sub-title of the book, name(s) of author(s), name of publisher, place & year of

publication, in addition to the name and contact details of the reviewer(s).

References

From an Academic Journal paper:

Author of article, month & year of journal, title of article in inverted commas, title of journal underlined or in italics, Volume of

journal, Issue number, Page number of the journal that the article begins on, or pages it starts and finishes on. For example: Fage, J.D. 1989 "African Societies and the Atlantic Slave Trade" Past and Present no, 125, November 1989 pp 97-115.

From a newspaper article or non-academic Journal paper:

Author of article, month & year of newspaper or journal, title of article in inverted commas, title of newspaper or journal underlined

or in italics, page number, column number. For example: Swanton, O. 14.4.1998 "Trouble in Paradise? As a top US university develops a cyber campus Oliver Swanton explores its aims." The Guardian Higher Education Supplement p. vi cols 1-5.

From a paper in Edited Volume:

Author of article, month & year of publication, title of paper in inverted commas, name(s) of editors in italics, title of publication,

place of publication, name of publishers and page number. For example, Karp RM., 2002, Reducibility among combinatorial

problems, In: Miller RE, Thatcher JW, Complexity of computer computations. New York, Plenum Press, pp. 85-103.

From a book:

Author of the book, year of publication, title of the book, name of publisher and place of publication. For example, Chase R.B.,

Aquilano N J., and Jacobs F.R., 2002, Operations Management for competitive advantage, Tata McGraw-Hill Publishing Company Ltd, New Delhi, India.

From unpublished thesis, working paper etc,

Author of the paper, month & year, title of paper, description of paper and place. For example, Magazine M. 2002, Optimal policies

for queuing systems with periodic review. Unpublished Ph.D thesis, University of Florida, USA.

From a website:

Author name, Year, 'Article title1, Journal Title, volume, issue, viewed Day Month Year, <URL>. For example: Griffith, AI 1995,

Coordinating family and school: mothering for schooling', Education Policy Analysis Archives, vol. 3, no. 1, viewed 12 February

1997, <http://oIam.ed.asu.edu/epaa/>.

Review Process

a) Firstly, on receipt of the articles/book reviews, authors should receive an acknowledgement, normally within 10 days.

b) The Editor/Executive Editor will then scrutinize the articles/book reviews for their appropriateness to the scope of the journal.

c) Articles/ book reviews found appropriate for the Journal would then be sent out for blind review. The blind review normally

assesses the quality of the paper according to the criteria that includes the relevance, clarity and originality, extent of knowledge advancement, understanding and their likely contribution towards the development of consulting profession.

d) Based on the recommendations of reviewers, the Editorial Team then decides whether the paper should be accepted as it

stands, accepted subject to minor revisions, resubmitted for review after major revisions, or rejected. The authors will receive

feedback on the decision. Decision of CDC for publication of articles/book reviews in Journal shall be final. No

correspondence in this regard shall be entertained.

Author Guidelines


Declaration by Author(s)

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DECLARATION

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(2)

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Consulting (CPMC)ELIGIBILITY:

Post Graduates (For more details please

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Final year students can also apply.

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ELIGIBILITY:

B.E. / B. Tech /AMIE /Bachelor of Architecture (B. Arch) with two

years of experience/Bachelor of Planning with two years of

experience/Bachelor of Design (B. Des) /Areas - Product Design,

Transport Design, Graphic Design, Retail Design, Animation, Film

& Video, Industrial Design (with two years of experience).

M.C.A /M.Sc/Masters in Applied Science/Masters of Design

(M. Des) Areas - Product Design, Transport Design, Graphic

Design, Retail Design, Animation, Film & Video, Industrial Design/

Master of Architecture / Master of Urban Design /Master of Planning

with specialization/Master of Building Engineering and

Management/Master of Landscape Architecture / Equivalent

Technical Qualification. (Final year students can also apply)

Or

Diploma in Engineering or equivalent with two years of experience

Key Features of the Certificates Programmes:

Special fee concession of 25% to OBC/SC/ST/Physically Handicapped candidates

Concession for group nominations under unreserved category

Clarifications/information through E-Coaching Mode

Certificate by CDC, Autonomous Institution of DSIR, Ministry of Science & Technology, Government of India on successful completion of programme

NB: These Programmes CPMC, CPHRC & CPTC are also offered through Franchised Institutes. The more information

can be accessed at www.cdc.org.in

Certificate Programmes in ConsultingCertificate Programmes in Consultingby

Consultancy Development Centre (CDC)An Autonomous Institution of DSIR, Ministry of Science & Technology, Government of India

Certificate Programme in IT Consulting Certificate Programme in Technology Management Consulting Certificate Programme in Strategy Consulting

Delivery:

Programme delivery shall be through contact classes on Sundays at CDC, New Delhi

Note : These Programmes are not AICTE Approved

Future Initiatives to be introduced shortly

Ms. Pooja DavidProgramme Coordinator

Consultancy Development CentreIndia Habitat Centre, Core IVB, 2nd Floor, Lodhi Road, New Delhi‐110003

Tel: +91 112460 2601, 2915, 1533;Fax: +91 112460 2602

E-mail : [email protected] Website : www.cdc.org.in

Contact us for any further queries:

Printed at CSIR-National Institute of Science Communication And Information Resources (NISCAIR), Dr. K. S. Krishnan Marg, New Delhi-110 012.

certificate programmes in consulting · pdf fileb.e. / b. tech /amie /bachelor of architecture...

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