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Management Vision
EDITORIAL BOARD
Editor
Dr. Kalim Khan
Director
Rizvi Institute of Management Studies & Research
Dr. C. G. D’lima Dr. Vijaya Manerikar
Expert Trainer & Consultant
HR & Psychometrics HRM
Dr. RB Smarta Dr. Tanaya Mishra
Managing Director Sr. Vice President - Group HR
Interlink Consultancy JSW Steel
Dr. Suresh Kumar Dr. V. Saxena
AVP HR Trainer & Consultant
Aurobindo Pharmaceuticals Operations Management
Dr. M.A. Ganachari Dr. Hemant Rajguru
Trainer & Consultant Associate Professor
Financial Management YCMOU
Murali Gopalan
National Business Editor
Hindu Business Line
EDITORIAL DEPARTMENT
Garima Sharma Anjali Talreja
ADMINISTRATIVE DEPARTMENT
Swati Ghag
COVER DESIGN AND LAYOUT
Mohd. Osaid Koti
The views expressed in this publication “Management Vision” do not reflect the opinions of the institute.
Copyright ©, Rizvi Institute of Management Studies & Research, Mumbai.
All Rights Reserved. ISSN 0975-7813
Contact:
Rizvi Institute of Management Studies & Research,
New Rizvi Educational Complex, Off. Carter Road,
Bandra (West), Mumbai – 400 050.
Tel.: +91 22 2604 2180, 2604 0924
Email: [email protected]
Website: www.rmi.rizvi.edu.in
Editorial
Dear Valuable Researchers
Welcome once again to the July edition of Management Vision.
We at Rizvi Institute of Management Studies & Research continue to bring
research-backed, academic pieces that strive to add value to professions across
management sectors.
This issue covers a broad range of management themes including contemporary
research articles and book reviews. ‘Remarketing or stalking’ – focuses on the
latest marketing trends over the internet, “Perception of gaming on users and
parents’ is based on primary research while ‘Convergence in PR’ captures the
latest in PR through a case study.
We look forward to your renewed contribution for our annual conference
‘Dimensions in Research’ to be held on February 7, 2015.
Till then keep refining your research, seek out new trends and capture them in
your next research paper.
Dr. Kalim Khan
Contents
RESEARCH PAPERS
Convergence in Public Relations Anjali Talreja 1-6
Tracking the Trend in WTI Crude using Technical Analysis Imran Kazi 7-14
Understanding the Impact of Virtual Currency on a Nation’s Monetary Policy Jamil Saudagar 15-19
Perception of Gamers and Parents on Gaming Tejasvini Ghosalkar & Azaan Teki 20-27
Impact of Locus of Control on Verbal Aggression and Assertiveness Tabassum Dhange 28-41
Understanding the Difference between Online Retargeting and Online Stalking Mohd. Osaid Koti 42-49
The El-Nino Impact and the Indian Agri Economy Umar Farooq 50-55
BOOK REVIEWS
The Firm: The Story of McKinsey and its Secret Influence on American Business Duff McDonald Reviewed by – Anjali Talreja 56-58
Cell Phone Nation: How Mobile Phones Have Revolutionized Business Politics and Ordinary Life in India Robin Jeffrey and Assa Doron Reviewed by – Garima Sharma 59-61
GUIDELINES
Detailed Guidelines on Submitting Research Papers
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Convergence in Public Relations
Ms. Anjali Talreja 1
Abstract
Public Relations Practice over the years has evolved and is embracing new tools and creating powerful platforms
that helps meet the objectives of a firm. The role of a PR professional is thus beyond media relations. Although
media relations continue to be the base of PR, this base alone is layered with a slew of social media tools, CSR
properties, interactive mediums and digital platforms.
This paper with help of a case study helps to understand the potential of several PR platforms when converged can
help reach objectives effectively
Key Words: Public Relations, Convergence, Platforms, Tools
1.0 Introduction
‘Public Relations’ is the art of conveying the credibility of a firm to reach a goal. There was a
time this goal was reached by using conventional mediums such as media and conferences. With
globalization, technology and the changing attitudes of people there is a definite need for PR to
converge PR tools. The PR framework has to be such that there has to be a synergy in the
campaign and the firm’s final goal.
2.0 Research Objectives
The objective of this study is to:
To understand importance of convergence in PR
To capture the changing landscape of PR and Media
To understand the various tools available that enables convergence in PR
1 Assistant Professor – Rizvi Institute of Management Studies & Research, [email protected]
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3.0 Research Methodology
This study is based on a case study to enable understanding of convergence in PR
Conceptual understanding of various PR tools have been attributed to the internet,
books and magazines
4.0 PR and Media: Capturing the change
PR at one point time of time focused on the word ‘coverage’. In PR parlance, this means what is
the quantum of media coverage per month for a particular client (company or product). If media
coverage was good then the client was satisfied. PR efforts were easy to quantify. But with media
itself changing the landscape, PR has no choice but to play catch –up, adopt and embrace this
change.
Change in Media Landscape
Media has changed over the years. Take the below example to understand this change.
Figure 1: Bennett Coleman & Company: Offering Convergence across platforms
The Times Group is India’s largest media conglomerate with its flagship Bennett, Coleman and
Company Limited (BCCL) being the largest publishing company in India and South-Asia.
Starting off with The Times of India – which is now the largest English publication in the world,
BCCL and its subsidiaries (called The Times of India Group), are present in every existing media
platform – Newspapers, Magazines, Books, TV, Radio, Internet, Event Management, Outdoor
Bennett Coleman
& Company
Time of India
TOI Mobile Application
Radio Mirchi
Times Now
TV
Facebook Page
Times Of India
www.Toi.com
Web
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Display, Music, Movies and more. With a turnover exceeding a billion dollars, the group has the
support of over 25,000 advertisers, 11,000 employees and an audience spanning across all
continents.
Given this landscape, PR has no option to adopt newer ways to reach out to the media across
different platforms.
5.0 PR and Media
Media has clearly moved beyond print and TV. Media today is almost instantly accessible across
the devices: mobile, Tablets, desktops. Social media has enabled an interactive platform to
respond to any development taking place. Twitter handles, Facebook pages, blogs are powerful
mediums that help communicate better and more meaningfully to the target audience to meet
the desired goal of the firm. A company’s website that interlinks it to the Facebook page is an
effective way to communicate the facts about the company and at the same time seek an
interactive link (Facebook) to see what consumers’ think about the firm.
With media canvassing a whole new world of platforms, PR too has more options to
communicate and engage the key publics to reach the desired goal.
Case Study 1
Publishing House: Creating awareness for a Book by first time author
A senior management professional for the very first time in his life decided to write a book. The
book was based on flying and the author’s experiences on flying. The publisher was India’s
oldest and one of the most respected publishing outfits.
The Need
The author was keen on creating awareness for his book and his ultimate aim was to reach out as
many readers and hopefully be a bestseller.
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The PR Campaign: The PR strategy was based on the following pillars:
Figure 2: PR Platforms: Converging to meet the Goals
The PR team engaged the expertise of different teams to deliver in the following manner:
Print Media: The PR team prepared an exhaustive media sheet comprising book reviewers who
write unbiased reviews for new books across newspapers. This exercise involved emailing and
individually connecting with reviewers and convincing them to write a review. Books with an
authored note personally sent to the target media list cross India.
This part of the campaign was a 60 day campaign: Number of reviews achieved: 3. this clearly spelt the need to go
beyond print media
Book Launches: The publisher with his contacts with leading book stores in the country struck
deals for a book launch. Each book launch was planned such that media invites were sent and
there was an exclusive session with the author and the media. This helped the media to get to
know the author and his book better.
Media interactions: Approximately 25 across India. Despite several media meetings the coverage received was
insignificant
Digital Platforms: A website was created for book. This site also gave insights about the author.
The website created teaser campaigns and was linked to the social media pages. In fact leading e
commerce sites were also connected which helped the online visitor to even buy the book with
the link on the same page.
Created a buzz and the website proved to be an effective tool for publicity
Book Launches
Social Media
Print Media
Digital Platforms
PR GOAL Create awareness
about the book and the author
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Social Media: Within social media, a few tools were applied judiciously:
Facebook: This page created fun, captivating content with graphics that attracted people
to visit the page and at the same time kept them engaged.
Serious readers, publishers and bloggers were targeted and thus created the much needed awareness
about the book
Blogger Campaign: Over 150 bloggers were reached out through a personalized email
campaign. Each blogger received an autographed book
The author received over 75 positive book reviews
Twitter: Approximately 2 posts were posted each day. These posts created an interest
amongst readers and the posts were targeted accordingly.
Radio: The author was invited to an exclusive 9.00 AM to 10.00 AM interview with a leading
English radio channel in India. The transcript of the interview was emailed and then
subsequently the link was posted across the social media platforms and the website of the author.
PR Deliverable
The PR campaign roughly lasted for 3 months. The success of the campaign lied in the
Uniformity of the messaging
Convergence of various tools that helped reach out to different segments of the audience
effectively
The book received an overwhelming response
This ultimately helped the published and the author to garner impressive sales number
for the books
6.0 Conclusion
PR has changed and has evolved to reach out to a diverse set of audience. The PR tools have
clearly gone beyond media. To a large extent media has compelled PR to widen its horizons and
adopt newer platforms and tools. With media changing its landscape, PR today offers far more.
PR will always act as a conduit to reach out to the desired publics based on the key messages and
communication strategy. This conduit today has clearly moved beyond media and with time will
continue to expand its boundaries.
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References
Davis, Anathony. 2004. Everything You Should Know About Public Relations. New Delhi:
Kogan Page
Sachdeva, Iqbal S. 2009. Public Relations Principles and Practice. New Delhi: Oxford Press
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Tracking the Trend in WTI Crude using Technical Analysis
Mr. Imran Kazi2
Abstract
Crude Oil, also termed as ‘black gold’ is a commodity which along with gold is the best barometer of the Global
Economy. In an upward economic cycle, price of oil rises gradually; the reverse is equally true as well. The price
does vary due to various reasons: events like the Olympics, geo-political tension in the middle-east or for that
matter in any part of the world or just an economic slowdown. These factors are some of causes for change in price
of any asset/commodity but the effects of the same are studied on charts. This research paper attempts to forecast
the movement of crude oil over the period of next two years using technical charting tools
Key Words: WTI Crude, Fibonacci Series, Stochastic Indicators, Moving Averages, OPEC, Resistance, Support
1.0 Introduction
Arguably, the most important commodity in the world today is crude oil. It is a mixture of
hydrocarbons that exists in a liquid form in natural underground reservoirs which accounts for
40% of the world's primary energy consumption.
The product and its derivatives made their way into virtually every application of modern life
from transportation to plastics. Almost, all industries are directly or indirectly are dependent on
derivatives from crude oil. The prices of crude are highly volatile. Its price movements largely
and directly affect prices of lubricants, petrochemicals, fertilizers, paints, transportation costs,
etc. Aviation and motor gasoline, naphtha, kerosene, jet fuel, distillate fuel oil, residual fuel oil,
liquefied petroleum gas, lubricants, paraffin wax, petroleum coke, asphalt, and other products are
obtained from the processing of crude and other hydrocarbon compounds.
2.0 Objectives
To study the historical price movement in WTI Crude since 2006.
To predict the trend in WTI Crude over the next two years.
2 Assistant Professor – Rizvi Institute of Management Studies & Research, [email protected]
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3.0 Research Approach
Sources of Data
Secondary data:
WTI Crude chart from Netdania website.
Other data gathered from books and publications, magazines, internet, journals
and periodicals, etc.
Primary data: Content analysis of the price charts obtained from Netdania website.
4.0 Research Design
Quantitative Descriptive Cross-sectional
The research intends to analyze the prize movement of WTI Crude over a particular
period of time on the basis of data obtained from Netdania – a popular database and
chart source for various assets.
It is temporal in nature and conducted using a sub-section of the total available data
points.
5.0 Scope and Limitations Of Study
The study does not include use of Candlestick charting technique.
The study is on the basis of only Western Technical Indicators to forecast the movement
of WTI Crude.
6.0 Literature Review
The relationship between oil prices and economic scenario is also a topic of discussion for
experts. One could argue for days on whether oil prices determine economic growth or if
economic growth has dictated oil prices. Since 1975, almost every recession has been
accompanied with a pullback in oil prices. Oil prices and the major Equity Indices have moved in
tandem as well.
In general, economic growth is dependent on the price of energy; it just happens to be that oil is
the predominant energy source around the world, supplying more than one-third of the world's
energy demand. So unless some other source of energy captures the top spot from oil, then oil
will remain the bellwether for energy prices around the world.
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Figure 1 :
While the U.S. may have the world's third largest petroleum reserves, they're divided up among
several hundred companies, and very rarely is there excess supply. That's not the case with
OPEC members. These countries, most notably Saudi Arabia, have excess production capacity
and will set production targets that more or less dictate the price of crude around the world.
While normally this will bring certain stability to the price of oil, it can also lead to dangerous
consequences. Take, for example, the big run-up in oil prices leading to the financial collapse in
2007-2008. At that time, excess production capacity for OPEC nations was much lower than
normal, and lost complete control of prices.
Figure 2 : Source: US Energy Information Administration.
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As long as OPEC controls more than 40% of global oil production and has the ability to dictate
global supply levels through production targets, it will continue to have a major influence on oil
prices. Such changes in prices of oil are studied over a period of time and predictions are made
for future movement using Technical Charting methods. Like weather forecasting, technical
analysis does not result in absolute predictions about the future. Instead, technical analysis can
help investors anticipate what is “likely” to happen to prices over time. Technical analysis uses a
wide variety of charts that show price over time.
6.1 The Basis of Technical Analysis
At the turn of the century, the Dow Theory laid the foundations for modern technical analysis
(Murphy, J – 1999). Of the many theorems put forth by Dow, three stand out:
Price Discounts Everything
History repeats itself
Prices move in Trends
6.2 Strengths of Technical Analysis
Focus on Price
If the objective is to predict the future price, then it makes sense to focus on price movements.
Price movements usually precede fundamental developments. By focusing on price action,
technicians are automatically focusing on the future. Even though the market is prone to sudden
knee-jerk reactions, hints usually develop before significant moves. A technician will refer to
periods of accumulation as evidence of an impending advance and periods of distribution as
evidence of an impending decline.
Supply, Demand, and Price Action
Many technicians use the open, high, low and close when analyzing the price action of a security.
There is information to be gleaned from each bit of information. Separately, these will not be
able to tell much. However, taken together, the open, high, low and close reflect forces of supply
and demand. In its most basic form, higher prices reflect increased demand and lower prices
reflect increased supply (Berg, M. - 2010).
Pictorial Price History
Even to a true fundamental analyst, a price chart can offer plenty of valuable information. The
price chart is an easy to read historical account of a security's price movement over a period of
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time. Charts are much easier to read than a table of numbers. On most stock charts, volume bars
are displayed at the bottom. With this historical picture, it is easy to identify the following:
Reactions prior to and after important events.
Past and present volatility.
Historical volume or trading levels.
Relative strength of a stock versus the overall market.
Assist with Entry Point
Technical analysis can help with timing a proper entry point. Some analysts use fundamental
analysis to decide what to buy and technical analysis to decide when to buy. It is no secret that
timing can play an important role in performance. Technical analysis can help spot demand
(support) and supply (resistance) levels as well as breakouts (Nison, S. - 1991). Simply waiting for
a breakout above resistance or buying near support levels can improve returns.
7.0 Data Analysis and Findings:
The charts given below are weekly and monthly charts of WTI Crude for the past 7 years (as on
21st June 2014) The monthly chart has bar showing price movement on monthly basis while the
weekly chart is showing the same on weekly basis. The uptrend in crude is clearly evident in both
the charts. A detailed study of the weekly chart gives further details as under:
The momentum indicators of Slow Stochastic (A) and RSI (B) clearly indicate strength
on the buying side.
WTI crude is trading well above the upward trend line (support) – LINE 3 since mid-
2009. Unless and until this strong support is breached the uptrend in WTI crude should
continue.
The present trading price is just above 61.80% retracement of the fall from $147.25/bbl
to $32.97/bbl which is also acting as a minor support. As long as WTI Crude stays above
LINE 3 further up move can be expected with the first target being LINE 2 at
$115.076/bbl which is the highest level achieved in the past 3 years. Once this is
breached, the move should continue till LINE 1 at $122.810/bbl (78.60% retracement of
the fall from $147.25/bbl to $32.97/bbl). The time frame in consideration would be 2
years looking at the point of extended convergence of LINE 3 and LINE1.
Target values to look out for on the upside are $115/bbl and $122/bbl.
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Figure 3 : WTI CRUDE – MONTHLY CHART
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Figure 4 : WTI CRUDE – WEEKLY CHART
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8.0 Conclusion
Geopolitical risk and issues in Oil rich nations plays an important role in determination of oil
prices which has been evident time and again including the current turmoil in Iraq. Production
decisions made by OPEC nations are a significant factor as well which lead to variation in oil
prices. Amid this scenario, the technical charts indicate that the present up move in WTI crude
will continue over the period of next two years with a target value of $122/bbl. The crucial levels
to watch out would be $115/bbl and $122/bbl.
References
Books
Murphy, J.(1999) – Technical Analysis of the financial markets, A comprehensive guide
to trading methods and applications, New York Institute of Finance
Nison, S. (1991) – Japanese Candlestick Charting Techniques, A contemporary guide to
the ancient investment techniques of the far east, 10th Edition, New York Institute of
Finance
Journals
Berg, M. (2010) – The boundaries of technical analysis, Journal of Technical Analysis,
2008, Issue 65, p5-18
Zhu, Y. (2009) – Technical Analysis: An asset allocation perspective on the use of
moving averages, 2009, Journal of Financial Economics, p519-544
Websites
www.eia.gov
www.netdania.com
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Understanding the Impact of Virtual Currency on a
Nation’s Monetary Policy
Mr. Jamil Saudagar3
Abstract
The only constant is change. And arguably, the biggest tool that is keeping this adage alive is technology.
Technology is changing the world. It is shaping the future. So much so, that, now, real currency is facing an
existential threat in the form of virtual currency. Virtual currencies are created on computers using extremely
complex mathematical algorithms.
The European Central Bank (ECB) defines virtual currency as “a type of unregulated, digital money, which is
issued and usually controlled by its developers, and used and accepted among the members of a specific virtual
community”.
The US Department of Treasury defines it as "a medium of exchange that operates like a currency in some
environments, but does not have all the attributes of real currency”.
Given that virtual currencies are not created by central banks or the fractional reserve system, this paper tries to
understand the impact of virtual currency on a nation’s monetary policy.
Key Words: Monetary Policy, Virtual Currency
1.0 Introduction
The concept of trade has always been there, although the method of settlement has constantly
evolved. From barter system to using metals and from metals to using precious metals like gold
and silver and from there to using receipts issued by goldsmiths and then to gold backed paper
currency and then finally fiat currency. But has this evolution stopped, perhaps not. As more and
more people shift to trading online, virtual currency is slowly gaining strength across the globe.
According to recent estimates, the Bitcoin (a popular virtual currency) economy is valued at
approximately $7.68 billion. As per a research report, the virtual currency market is poised to
grow at a CAGR of 8.52 % till 2018.
3Assistant Professor – Rizvi Institute of Management Studies & Research, [email protected]
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Despite constant evolution, one thing common amongst all methods (except barter trade) was
that it was issued by a single governing authority and thus managing the supply was easier.
Virtual currency is not created by a central governing authority therefore it is not regulated. It is a
parallel method to settle trade (albeit online). It has no framework and the supply is not managed
with a nation’s economic interest in mind but rather created by complex mathematical algorithms
executed on computers disconnected from the ground realities. It also has the potential to
disrupt existing business practices.
All in all, should virtual currency become popular, it has the potential to damage the banking
system and might be a threat to financial and economic stability. Therefore, it is imperative that
the impact of virtual currency on the monetary policy be studied so that they can be regulated
and integrated in the economy. This is the intention of this paper.
2.0 Objectives
The objective of this paper is to understand the impact that the infusion of virtual
currency will have on the money supply in an economy.
The other objective is to understand the efficacy of monetary policy as a central bank
tool to promote economic growth and financial stability.
3.0 Research Approach
For purposes of this study, data from the financial newspapers and online resources have
been used.
4.0 Scope and Limitations of the Study
Though the term ‘virtual currency’ includes credit card points, air miles, loyalty points
etc., for the purposes of this paper, virtual currency means currency created by computer
programs and used in lieu of real currency to conduct trade and commerce.
Although, virtual currency has the potential to change the way businesses and individuals
conduct commerce, this paper restricts itself to the impact of virtual currency on a
nation’s monetary policy.
This paper restricts itself to understanding the impact of virtual currency on the
monetary policy. This paper does not suggest improvements or remedial measures
should a conflict arise between real currency and virtual currency.
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Another concern of regulators is that virtual currency might make it easier for illegitimate
businesses to conduct commerce, fuel money laundering or finance illegitimate activities.
The impact of virtual currency in these areas is also not studied.
5.0 The Impact of Virtual Currency on Monetary Policy
Economic growth and financial stability is one key objective of central banks. This is achieved
through various mechanisms by controlling the money supply in the economy. All these
mechanisms are clubbed together under the umbrella of monetary policy. Since money is
pumped in or sucked out solely through central bank actions, money supply is always tightly
controlled. Monopoly over the control of money supply in an economy by the central bank
ensures that the monetary policy is effective. Once this is lost, monetary policy will not remain
effective.
On the other hand, a central bank has no control over the creation or flow of virtual currency. It
cannot set interest rates for virtual currencies nor can it manipulate the value of virtual
currencies. There is no mechanism for a central bank to pump in or suck out virtual currency
from the system with a view to manage the economy. Thus, with a rise in usage of virtual
currency the existing practice of using monetary policy as a tool to manage an economy will
become irrelevant or it might not be as effective as it was earlier.
Money supply in an economy is generally categorized as narrow money (cash and demand
deposits) and broad money (narrow money + time deposits). When the money supply in an
economy increases without a matching increase in the output, it leads to inflation. This concept
is postulated in Economics as the ‘quantity theory of money’. The equation is written as MV =
PY.
‘P’ stands for the current price and ‘Y’ represents the level of output in the economy. Therefore
PY is nothing but the nominal Gross Domestic Product (GDP). Similarly, ‘M’ is the supply of
money in the economy while ‘V’ represents the velocity of money. Velocity of money basically
means the number of times a unit of currency will circulate in the economy. Let us now keep ‘V’
and ‘Y’ constant. Next let us now increase the money supply (M). What happens to the price
level (P). It will surely go up. Thus, an increase in money supply leads to inflation assuming other
variables are constant (i.e. there is no increase in output or velocity of money is constant).
Similarly, bringing down the money supply ought to influence the price level in an economy.
What would happen to the price level (read inflation) if another unregulated entity keeps
augmenting this money supply by infusing its own currency in the system. And since the creation
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of this currency is decentralized, there could be many such players in the market each with its
own currency. Currently, there are more than 80 such players. Although, these currencies could
be bought in lieu of real currency, they are also mined. Besides, even if these were convertible,
the conversion rate might be derived from speculative activities (virtual currencies are volatile in
nature and have no intrinsic value). A constant detached output on one side and an increasing
money supply on the other side could potentially lead to hyperinflation. Thus virtual currency
can impact the price stability in an economy.
Similarly, since with large scale usage of virtual currency, central banks will not be in a position to
influence the economy through interest rate changes, it might have a cascading impact on the
downstream economic agents, the banking system and financial markets which look at these
interest rates to plan their actions.
The credit creation process will also be disrupted because the expansionary monetary policy
through which money is pumped in the economy by the central bank to revive the economy will
become ineffective. Thus, this avenue of economic revival will lose its steam.
6.0 Conclusion
Though, the concept of virtual currency is a promising start and definitely a ground breaking
innovation, it is also decentralized and unregulated. The very fact that virtual currency is
decentralized and unregulated makes it a disruptive innovation. And as disruptive innovations
go, it has the potential to debilitate the economic system by changing the rules of the game. The
anonymity, efficiency and low transaction cost makes it attractive to users. Therefore, it is here to
stay. It is thus very important that globally regulators and central banks start working towards
creating a common framework and work towards gradually integrating this form of currency into
the economic mainstream. Failing which, it can have dangerous consequences for the global
economy.
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References
Deodhar, Satish (2012). Day to Day Economics. Noida : Random House Publishers India
Private Limited.
Roy Chowdhary Purba, Ghosh Piyali, Geetika (2011). Managerial Economics New Delhi :
Tata McGraw - Hill Education
Tharani, Saurabh (2013). Spot the Next Economic Bubble. New Delhi: Network 18
Publications Private Limited.
Research and Markets (January 2014), Global Virtual Currency Market 2014-2018,
accessed on 26th June 2014
http://bitcoincharts.com/ accessed on 28th June 2014
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Perception of Gamers and Parents on Gaming
Tejasvini Ghosalkar4
Azaan Teki5
Abstract
Gaming in India is on the rise. Gone are those days, when hardly 50-100 people would be able to afford
Playstation’s like in 2001 and when game piracy was on the rise. Nowadays, times have changed as the gamers
prefer to buy games legit as it is the only way they can play online. The current generation prefers to play indoors
and that is one of the reason gaming is also on the rise.
The number of gamers have also increased, a stunning 10 Lakh Playstation 2 have been sold, 5 Lakh
Playstation Portables have been sold and over 3 Lakh Playstation 3 have been sold. The distribution channels
have also improved, earlier there was no proper distributor but now, there are 4 distributors who help deliver new
games simultaneously as they launch in Europe. The distributors are Milestone Interactive, Express,
WorldWideRoms and Redington.
This paper attempts to understand the perception of gaming on parents and their children who are gamers..
Key Words: Gaming, Gamers, Parents , Playstation, WorldWideRoms
1.0 Introduction
This rise of gaming has led to the opening of many game stores, roughly 50 across India. A store
exclusively for games was unthinkable until 2009. Milestone opened the first gaming store at
Mega Mall in Mumbai. This set the trend and several other stores opened along with Express.
Gaming outlets have also contributed to the growth of employment opportunities. .
Recently, Sony manufactured PS3 games locally, another positive step for gaming in India. Due
to local manufacturing, the prices of older games has dropped from Rs 1499 to Rs 999 and new
blockbuster games like The Last Of Us was available at a reduced price of Rs 2499. Sony India
head Atrindiya Bose also revealed that there were more plans for more publishers to start local
game manufacturing which will help further reduce the prices.
4 Management Executive : Asianet New Network 5 Management Executive : Mindstone Interactive Pvt. Ltd.
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In addition, the available of the Collector’s editions of popular games has also helped. There was
a time when the only Collector’s edition of games was the edition of the pirated disc with fewer
scratches but not anymore.
2.0 Objectives
The objectives of the study are
To understand the burgeoning demand for gaming in India
To understand the reasons for the growing demand of Gaming in India
To understand Gamer’s view on perceived disadvantages of gaming
To understand the perception of parents on gaming
3.0 Need and Significance Of Study
Despite this growth, there is a huge danger to the industry. The cause of this danger is the
perception of parents on gaming. Parents have a misconception that gaming is a waste of time,
can cause violence and can adversely impact their children’s eyes.
However , the reality is different, there are games for different age groups and in countries like
the USA and the UK a person cannot buy a 18+ game adequate proof of age.
A number of studies have actually proved that gaming actually increases eyesight as the gamers
tend to pay more attention to detail. Research has also proved that gaming helps improve motor
skills and improves hand eye coordination. In addition, gaming is also is a great stress buster.
Parents, who have a problem with gaming, surprisingly do not have a problem with movies
which actually can create similar problems that arise from gaming
This paper attempts to understand parent’s perception on gaming and how marketing can be
used to change it or alter it in the long term.
4.0 Research Methodology
This paper attempts to capture the perception of gamers and their parents through
Descriptive approach based research
Questions to gamers and parents.
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4.1 Sample Design
The sample size for this study is 150
50 Parents (either mother or father) have been analysed
100 Male Gamers (console gamers) have been analysed
Location: Mumbai
Age Group: 30yrs to 45yrs for parents / 15-30 years for gamers
SEC : A
4.2 Sampling Technique
Convenience sampling technique and Snowball sampling technique was used
4.3 Sampling Procedure
Step 1 : Focus on changing trends of gaming industry over the last few years. This was carried
out by speaking to people who are in the gaming industry and seeking their views.
Step 2 : To decide the sample size for parents and gamers.
Step 3 : Gamers: Involved understanding the perception of gaming as a means to promote
violence through a questionnaire
Step 4 : Involved understanding the perception of gaming as a means to promote violence and
adversely impacts children’s eyesight through a questionnaire
4.4 Data Collection Method
Primary Data : collected through closed-ended Questionnaire
Secondary Data : Internet, Journals, Articles, Previous related study or research
conducted.
4.5 Method of Analysis
Quantitative
Tool of Analysis: Excel
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5.0 Scope and Limitations
The research is restricted to Mumbai and may not show a pattern applicable to the
country.
It is assumed whatever information is given by the consumer in the questionnaire holds
true and correct.
6.0 Data Analysis
1. Given below are the Gamers’ Analysis and Responses
A. Gaming a good stress buster
Figure 1 : Gamers opinion on whether gaming is a good stress buster
A staggering 50% of the sample was in strong agreement about gaming being a stress reliever
and over 35% agreed. The result means that over 3/4th of the gamers find gaming as an
excellent stress buster.
0
10
20
30
40
50
60
StronglyDisagree
Disagree Neutral Agree Strongly Agree
Opinion
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B. Gaming helps improve concentration
Figure 2 : Gamers opinion on whether gaming helps improve concentration
Another positive opinion on gaming is that it seems to improve concentration and the gamers
seem to strongly agree.
C. Gaming promotes violence
Figure 3 : Gamers opinion on whether gaming promotes violence
0
5
10
15
20
25
30
35
40
StronglyDisagree
Disagree Neutral Agree Strongly Agree
Opinion
0
10
20
30
40
50
60
StronglyDisagree
Disagree Neutral Agree Strongly Agree
Opinion
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Despite recent media reports targeting how gaming improves violence, only 5% of the sample
believes that there was any connection between violence and gaming.
There is no such thing as actual experience and the people who actually play games, the gamers
themselves find that gaming is an excellent stress buster, improves concentration and does not
promote violence. In addition, actual research has proven that the views of the gamers are
correct and not biased.
2. Parents responses
A. Gaming adversely impact eyesight
Figure 4 : Parents opinion on whether gaming spoils eyesight
A stunning 72% of the parents feel that gaming spoils eyesight despite research and gamers both
proving that it is not true.
0
5
10
15
20
25
30
StronglyDisagree
Disagree Neutral Agree Strongly Agree
Opinion
Opinion
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B. Gaming promotes violence
Figure 5 : Parents opinion on whether gaming promotes violence
Again a wrong perception, the general idea of parents is that gaming is all about violence and
blood.
7.0 Recommendations
The most important P in marketing is Perception and changing a persons perception is very
hard. Since gaming is expensive, the decision maker for gaming is mostly parents and if they feel
that gaming is not adding value, they will not be interested in wanting their kids to play games
and thereby the industry will suffer. But, should they be informed about the advantages and the
uses of gaming, there is a higher chance that they will want their kids to become gamers.
Educating them is a good start. An article every Sunday in the times of India talking about the
advantages of gaming is a good reach and impactful media vehicle. Parents generally have more
time to read on Sundays and are interested in reading anything which can improve their kids.
Another media vehicle that can be used is advertisements on Tv where the focus is again on how
a child can improve or master his skills and thinking by gaming.
0
5
10
15
20
25
StronglyDisagree
Disagree Neutral Agree Strongly Agree
Opinion
Opinion
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Create awareness campaigns for parents with regards gaming:
helps increase concentration
is a harmless addiction versus than others such as substance
improves eyesight
is a good stress buster
8.0 Conclusion
The big issue that is holding its growth is the perception of the Indian parents that gaming has
no advantages. Informing the parents about gaming advantages can be a good start.
Once the parents have knowledge about the advantages of gaming, there is a chance of a change
in their attitude towards it. By changing a perception, there is a great chance of creating more
gamers and expanding the industry. The gaming industry is a sleeping giant, it is growing very
quickly and if the opportunities are maximized then the gaming industry will finally wake up
References
Luke, Reily, 2012, 5 Reasons Video Games are actually good for you,
http://www.ign.com/articles/2012/09/10/5-reasons-video-games-are-actually-good-
for-you, accessed on December 11,2013
Sameer, Desai, 2013, Indian games industry records 16% growth in 2012 – report,
http://www.mcvindia.com/news/read/indian-games-industry-records-16-growth-in-
2012/0114161, accessed on December 11,2013
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Impact of Locus of Control on Verbal Aggression and
Assertiveness
Ms. Tabassum Dhange6
Abstract
Locus of Control plays a significant role in defining a person’s behavior. A person with internal or external locus
of control would react differently to similar situations. The research was done to understand the impact of locus of
control on two aspects of human behavior namely Verbal Aggression and Assertiveness. The sample constituted of
60 people who are working, within the age range of 22-55 years in Mumbai and its suburbs. The participants’
behavior was studied using Locus of Control Inventory, Verbal Aggressiveness Self-Assessment and the
Assertiveness Inventory. The results obtained in this study revealed that there is a significant difference in the level
of Verbal aggression amongst the people with external chance, external others and internal locus of control.
Key Words: Locus of Control, Verbal Aggression, Assertiveness
1.0 Introduction – Locus of Control
It is a psychological term which refers to a person's belief about what causes the good or bad
results in their life, either in general or in a specific area such as health or academics. A person's
"locus" (Latin for "place" or "location") is conceptualized as either internal (the person believes
they can control their life) or external (meaning they believe that their decisions and life are
controlled by environmental factors which they cannot influence, or by chance or fate). There
are three types of Locus of Control and they are there by explained in the below given diagram:
6 Assistant Professor – Rizvi Institute of Management Studies & Research, [email protected]
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Figure 1 : Types of Locus of Control
Internal Locus Of Control - Individuals with a high internal locus of control believe that events
in their life derive primarily from their own actions. For example, when receiving test results,
people with an internal locus of control would tend to praise or blame themselves and their
abilities. These are outcomes within your control-determined by your hard work, attributes, or
decisions. Persons with an internal locus of control (LOC) have an attitude of “personal
responsibility” for the outcomes of what they do. They also believe that every action has its
consequence, which makes them accept the fact that things happen and it depends on them if
they want to have control over it or not.
External Others Locus Of Control - People that have external locus of control tend to blame
others for the outcomes rather than themselves. Due to their locating control outside
themselves, externals tend to feel they have less control over their fate.
Verbal Aggression
Verbal aggressiveness is referred as "a personality trait that predisposes people to attack the self-
concepts of other people instead of, or in addition to, their positions on topics of
communication". The more temporal and short term effects of Verbal Aggression are: hurt
feelings, anger, irritation, embarrassment, discouragement, humiliation, despair, and depression.
Verbal aggressiveness is thought to be mainly a destructive form of communication, but it can
produce positive outcomes. There are two types of Verbal aggressiveness as explained in the
below given diagram:
• Person believes that they control themself and their lifeInternal
• People believe that their environment, some higher power, or other people control their decisions and their life
External Chance
• People tend to blame others for the outcomes rather than themselvesExternal Others
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Figure 2 : Types of Aggressiveness
Four primary reasons for verbal aggression are as follows:
Frustration—in which a goal is blocked by someone or having to deal with an individual
unworthy of one's time.
Social learning—in which the aggressive behavior has been learned from observing other
individuals.
Psychopathology—in which an individual attacks other persons because of unresolved
issues.
Argumentative skill deficiency—in which an individual lacks verbal skills to deal with an
issue, and therefore resorts to verbal aggressiveness.
Assertiveness
Assertiveness is the ability to express oneself openly and honestly while also reflecting a genuine
concern for others. It is about having the confidence to be oneself, to be true to ones values and
beliefs, and to be brave enough to speak up when needed.
Assertiveness reflects people’s expression of their genuine feelings, standing up for their
legitimate rights, and refusing unreasonable requests. Assertive individuals resist undue social
influences, disregard arbitrary authority figures, and refuse to conform to arbitrary group
standards. However, they are also highly capable of expressing positive feelings, including love
and admiration. Assertive individual frequently use the power of social influence to attain goals,
for example, they can successfully recruit others for important activities.
Constructive Aggressiveness
The constructive traits which produce satisfaction and
increase relationship contentment by helping to
increase understandings between the different
positions are assertiveness and argumentativeness
Destructive Aggressiveness
The destructive traits, hostility and verbal aggressiveness, lead
to dissatisfaction in communication and
relationship deterioration. Verbal aggressiveness is
destructive and links to the hostility trait. Unlike
argumentativeness, verbal aggressiveness is focused on defending one's identity and attacking others; they do not try to resolve the dispute but instead attack individuals self-
concept.
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Relating Locus of control with Verbal Aggression
The effect of Locus of Control on Verbal Aggression is important to know that whether an
individual’s Locus of Control Internal or External influences person’s verbal aggression at work
place. An employee’s behavior plays a very important role in building up an organizational
climate. Such employees tend to spoil the work atmosphere by being verbally aggressive. They
not only have personal job issues but also create one for their team or department they are
engaged in.
Relating Locus of control with Assertiveness
The effect of Locus of Control on Assertiveness is important to study how it influences person’s
assertiveness at work place. An employee who is assertive in nature will be better off doing new
project optimistically and will not only be responsible for personal growth but also for
organizational growth.
2.0 Objectives
To understand the importance of Locus of Control in working people.
To find the effect of Locus of Control on Verbal Aggression and Assertiveness defining
the behavior of people at work place.
To recommend ways to deal with Verbal Aggression and Assertiveness at work place.
3.0 Need and Significance of the study
Locus of Control is an important topic of study for Human Resource professionals to know and
understand:
The psyche of the employees and accordingly craft the futuristic plans for the employees.
Effectiveness and efficiency of internal customers.
Group dynamics at the work place.
To help employees cope up with the effect of verbal aggression at work place.
To know the significance of assertive behavior in the working environment.
Thus study of impact of Locus of Control on verbal aggression and assertiveness is important
but only if organizations know how to design appropriate strategies and invest enough resources
to get the best result from analyzing the behavioral patterns of the employees.
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4.0 Research Design
Survey
Type of Research: Descriptive
5.0 Sampling Plan
Target: Employees working with different organizations irrespective of their department who
have been in the system for more than two years.
Sample size: 60
Sampling technique: Convenience sampling technique using questionnaires.
Sampling procedure: The questionnaire will be filled by working people.
6.0 Data Collection Method
Primary Data: Structured questionnaire
Secondary Data: Internet, business magazines, trend reports, journals, previous related
study or research papers.
7.0 Method of Analysis
Quantitative using Statistical software like SPSS
8.0 Limitations of Study
Sample size: The sample size was not so big only 60 samples were being collected.
Location: The whole sample was from only Mumbai region so it cannot be generalized.
Gender Biasness: Number of female was more than the number of male that can cause
gender biasness (39:21).
No qualitative analysis: If qualitative responses would have been taken it would have
added more value to the research.
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9.0 Literature Review
Lettie Breet, Chris Myburgh and Marie Poggenpoel, 2010 studied the relationship between the
perception of locus of control and aggression where locus of control plays an important role in a
person’s perception concerning a situation and possible reactions to what is happening and
should be happening.
A 56-item questionnaire based on Rotter’s locus of control, and the Dias scale were used. The
questionnaire was completed by 440 boys in grades 9, 10, and 11. Various factor, item and
differential statistical analysis were conducted. Three constructs were identified i.e. physical,
verbal & indirect aggression. Results indicated that locus of control has a significant influence on
verbal and indirect aggression. The differential analysis indicated that contextual variables
(language of tuition, age and grade) play a significant but not substantial role in aggressions.
Furthermore, boys with an internal locus of control were significantly and substantially less
aggressive than boys with an external locus of control, with respect to physical, verbal and
indirect aggression.
Bethany L. Ridling 2010 did his research on insight and locus of control as related to aggression in
individuals with Severe Mental Illness (SMI). Individuals with Severe Mental Illness (SMI) are
often stereotyped as aggressive, although research has shown that the majority of these
individuals are not aggressive. Nonetheless, closer examination of factors that differentiate high-
aggressors from low-aggressors may predict which individuals are more likely to become verbally
and/or physically aggressive. Previous studies have investigated the relationship between insight
and aggression in this population. Some studies have found a relationship between poor insight
and aggression, while others have not. Other studies have also examined the relationship
between locus of control and aggression, and many have found that an external locus of control
is related to higher aggression.
Scalora, 2004 found that in males, external locus of control correlated with physical aggression,
but in females, a correlation was found between external locus of control and Verbal aggression.
In contrast, internal locus of control has been associated with increased treatment participation,
help-seeking behavior, and more positive treatment outcomes.
Okechi.B.Chibuike, Lnwankwo.B.Chimezie, Nkiru.Edith.Obande.Ogbuinya and Chinenye.B.Omeje, 2013
Research on humanities researched on role of locus of control on assertive behaviour of
adolescents. The null hypothesis stated-that there will be no statistical significant influence of
locus of control on assertive behaviour of adolescent; with 80 participants drawn randomly from
Abakaliki local government area Nigeria. The findings of the research were discussed in relation
Management Vision
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to the implication on academic and it concluded that locus of control plays a significant role in
the assertive behaviour of adolescents.
Kamile Kukulu, Kadriye Bulduloglu, Ozen Kulakac, 2006 studied the effects of locus of control,
communication skills and social support on assertiveness in female nursing students where they
found out that in this study the interrelation of locus of control, social support and
communication skills and their relation with assertiveness was investigated by means of a path
model. The only variable that directly influenced assertiveness was communication skills.
Perceived family support had no direct or indirect effect on assertiveness. The findings point to
several considerations for nursing curricula including those faculties should plan and provide
opportunities for learning activities that increase students' assertiveness.
Hassan Fahim Devin, Davood Farbod, Neda Asadi, Maryam Basirat 2013, did their research on
comparative and correlative study of locus of control, assertiveness, mental health status in active
and non-active elderly people. The findings of the study revealed significant differences between
active and non – active people regarding mental health status and assertive behavior. Active
people were more assertive and had better mental health status. The study adds to the growing
body of research on mental health status and factors such as locus of control and assertiveness
that affect this variable.
10.0 Findings and Analysis
10.1 Graphical Representation of the Sample:
Figure 3 : Age range of People
Perusal of Figure 10.1 shows the age range of the sample. Highest numbers of people are
between the age group of 21-30 (37 people). 7 people are between the age group of 31-40, 9
people are between the age group of 41-50 and 7 people are between the age group of 51-60.
0
10
20
30
40
21-30 31-40 41-50 51-60
No
. of
Pe
op
le
Age Group
Age Range
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Figure 4 : Gender range of People
Perusal of figure 10.2 shows the number of males and females in the sample taken for the
research study. There are 39 females and 21 males, which shows that the maximum participation
in the study is of females than males.
10.2 Statistical Tool Used: One Way ANOVA – Analysis Of Variance
Analysis of variance is a general method for studying sampled data relationships. The method
enabled the difference between two or more sample means to be analyzed. The purpose is to test
for significant difference between class means, and this is done by analyzing the variances. All
classes to be compared with each other simultaneously rather than individually, it assumes that
the samples are normally distributed.
Hypothesis Testing
Effect of Locus of Control on Verbal Aggression
Null Hypothesis: Ho
There is no significant difference between the three groups of Employees with external chance,
external others and internal Locus of Control on Verbal Aggression.
Alternate Hypothesis: H1
There is significant difference between the three groups of Employees with external chance,
external others and internal Locus of Control on Verbal Aggression.
Effect of Locus of Control on Assertiveness
Null Hypothesis: Ho
There is no significant difference between the three groups of Employees with external chance,
external others and internal Locus of Control on Assertiveness.
Alternate Hypothesis: H1
0
10
20
30
40
50
Females Males
No
. of
Pe
op
le
Gender Difference
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There is significant difference between the three groups of Employees with external chance,
external others and internal Locus of Control on Assertiveness.
Verbal Aggression
A one-way ANOVA was conducted to examine the effect of Locus of Control on Verbal
Aggression. The results of the descriptive statistics of the means and standard deviations are
shown in Table 10.1 and Figure 10.3 shows the result of ANOVA for the Verbal Aggression.
Locus Of Control N Mean Std. Deviation
Internal 20 41.60 12.713
External Chance 20 54.25 17.128
External Others 20 52.30 14.879
Total 60 49.38 15.788
Table 1 : Mean and Standard Deviation for Verbal Aggression
Perusal of Table 10.1 shows that people with an External Chance locus of control (54.25) and
External Others Locus of Control (52.30) scored higher on Verbal aggression than the people
with an internal Locus of Control.
Figure 5 : Mean for Verbal Aggression
Perusal of Figure 10.3 shows that the people with an External Chance have scored 54.25,
External Others have scored 52.30 and Internal locus of control have scored 41.60 on verbal
aggression. The people with an External Chance and External Others have scored higher than
the people with an Internal locus of control. This suggests that people with an External Chance
and External Others are high on verbal aggression than the people with an Internal locus of
control.
0
10
20
30
40
50
60
Internal External Others External Chance
Verbal Aggression
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Sum Of Squares DF Mean Square F Sig.
Between Groups 1855.433 2 927.717 4.115 .021
Within groups 12850.750 57 225.452
Total 14706.183 59
Table 2 : Variance for Verbal Aggression
Table 10.2 shows there is a significant difference found for Verbal aggression, F (4.115) = 0.021,
p < 0.05. Results bring out those people with internal, external chance and external others locus
of control differs from each other significantly on verbal aggression. People with an external
chance locus of control are high on verbal aggression than the people with an internal and
external others locus of control. Thus, the directional hypothesis of significant difference
between the groups is accepted.
Assertiveness
A one-way ANOVA was conducted to examine the effect of Locus of Control on Assertiveness.
The result of the descriptive statistics of the Means and Standard Deviations are shown in Table
10.3 and Figure 10.4 shows the result of ANOVA for Assertiveness.
LOC N Mean Std. Deviation
Internal 20 40.10 5.389
External Chance 20 35.55 7.529
External Others 20 35.70 6.845
Total 60 37.12 6.872
Table 3 : Means and Standard Deviations for Assertiveness
Perusal of Table 10.3 reveal that on Assertiveness there is no significant difference between the
employees with external others (35.70), external chance (35.55) and internal locus of control
(40.14).
Figure 6 : Mean for Assertiveness
32
34
36
38
40
42
Internal External Others External Others
Me
an
Locus of Control
Assertiveness
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Perusal of Figure 10.4 shows that the people with an internal locus of control have scored 40.10,
external others have scored 35.70 and external chance has scored 35.55 on Assertiveness.
Although people with internal Locus of Control have scored higher than the people with
External Others and External Chance, but there is no significant difference found between the
groups for assertiveness.
Sum of Squares DF Mean Square F Sig.
Between Groups 267.233 2 133.617 3.024 .056
Within Groups 2518.950 57 44.192
Total 2786.183 59
Table 4 : Variance for Assertiveness
Table 10.4 shows no significant difference for Assertiveness F (3.024), p > 0.05. This shows that
people with external chance, external others and internal locus of control do not differ
significantly from each other on assertiveness. Thus, the directional hypothesis of significant
difference between the groups is rejected.
11.0 Recommendations
Organization should try to understand the impact of Locus of Control on Verbal Aggression
in order to design various intervention strategies to tackle the behavioral problems at work
place. The organization should conduct psychometric tests that should include Locus of
Control test to find out the personality type and accordingly define criteria for selection
(Candidates with Internal Locus of control should be preferred although it cannot be said that
candidates with External Locus of Control should be rejected because even people with
external locus of control can be extraordinary task masters and get the work done well from
others).
Personality & Interest
Tests
Aptitude & Ability Tests
Psychometric Selection
Tests
Figure 7 : Psychometric Selection Tests
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Organizations should distribute educational journals and books to employees which would widen
their knowledge about Verbal Aggression and broaden their perspectives to increase their self-
confidence to cope with Verbal Aggression. Organizations could also come up with a framework
that defines the rules and regulations on issues based on Verbal Aggression or Verbal Abuse.
Employees, who are receiving verbal abuse at work, should keep in mind that the abuser’s effect
on employees is the problem. The problem does not lie with the employee. Employees’ who feel
they are being subjected to verbal aggression at work, should be encouraged to follow these steps
to try and address the situation before reaching the point of quitting.
Address the situation
Reference the employee handbook
Document the situation
Talk with the HR
Stay focused at doing the job
Organizations should consult “Industrial Psychologists” to study the behavioral pattern of
potential employees so that they can mold their behavior from being verbally aggressive to being
assertive in nature.
Organizations should encourage people with assertive behavior and provide with necessary
training in order to choose the right way to disagree as well as develop the ability stand up for
oneself.
12.0 Conclusion
The present research findings indicate that there is significant difference that exists in the level of
Verbal aggression between the employees with external chance, external others and internal locus
of control with the significant value 0.21. This suggest that people with an external chance and
external others are high on verbal aggression than the people with an internal locus of control. It
also shows that locus of control impacts the level of assertiveness in people. It highlights that the
factor of internality and externality of control vary in individuals and, it is implicit on assertive
behavior of employees. The investigation also shows that there is no significant difference that
exists in the level of Assertiveness between the individuals with external chance, external others
and internal locus of control with significant value 0.56. Organizations should thus concentrate
on addressing the issues related to verbal aggression and ensure that are appropriate steps taken
to control the behaviors of people who are high on verbal aggression.
Management Vision
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Understanding the Difference between
Online Retargeting and Online Stalking
Mr. Mohd. Osaid Koti7
“When people leave your site without buying anything, Retargeting helps you connect
with these potential customers again.”
Abstract
The research paper illuminates the growing problem of Online Retargeting or Stalking in general and Brand
stalking in particular by way of examples from real world. The modus operandi of Online Stalking is also
described. Advantages of Online Retargeting to firms are also listed. Further, the paper draws attention to thin
line of distinction between Retargeting and Stalking.
Key Words: Internet, Retargeting, Remarketing, Stalking, Brand Stalking
1.0 Introduction
Retargeting, also known as remarketing, is a form of online advertising that can help you keep
your brand in front of bounced traffic after they leave your website. For most websites, only 2%
of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach
the 98% of users who don’t convert right away. Retargeting is a powerful branding and
conversion optimization tool, but it works best if it’s part of a larger digital strategy.
Retargeting works best in conjunction with inbound and outbound marketing or demand
generation. Strategies involving content marketing, AdWords, and targeted display are great for
driving traffic, but they don’t help with conversion optimization. Conversely, retargeting can
help increase conversions, but it can’t drive people to the site. Targeting as a new channel for
acquisition when, in fact, it’s simply a layer to supplement your existing marketing channels.
One channel that isn’t typically associated with retargeting (but should be) is content marketing.
Having a smart strategy for mixing retargeting with content marketing creates a powerful
"cocktail" to drive lead generation.
7 Assistant Professor – Rizvi Institute of Management Studies & Research, [email protected]
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Figure 3 : Online Retargeting Process followed by a company
2.0 Objectives
The objective is to understand:
Brand Stalking
Implications of brand stalking
Brand retargeting through online platforms
Working of Online retargeting
Advantages of Brand retargeting
3.0 Online Stalking
Stalking simply means monitoring people’s lives and invading their privacy. It is a delusion and
to some extent it is unfair. ‘Brand Stalking’ is the invasion of brands into the life of prospective
consumers, across offline and online platforms. Brand stalking or ‘Retargeting’ is now rampant
on the internet; Brand Stalking through online tools is called ‘Online Stalking’ and possesses all
the hallmarks of Offline stalking.
‘Online Stalking’ also refers to someone discreetly profiling consumer’s behavior on the internet.
For example, Monitoring tweets, posts or scribbles on social media sites. This could be
understood very easily with the help of the following case.
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Case A
“Mr. A”, is hassled by an issue which he is unable to share. This usually happens when people
are stressed. To escape stress, some people take refuge in the world of internet and assume that
the Internet offers a solution. So Mr. A confides in the Internet. In his quest to seek a solution,
he goes to a search engine to find a solution. Mr. A searches for pharmacists and suppliers that
can provide him with a pill called “Solution Pill”, discreetly couriered to Mr. A’s home in a
brown colored envelope so that Mr. A does not face any embarrassment. Mr. A invests time and
searches for various options but does not make any purchases.
Brand stalking is now explained.
Brand Stalking 1: One day while Mr. A is doing a presentation in front of his clients, wherein
went online and show them some live demonstration, suddenly right on top of the screen, in
front of the client, there was this big broad ad selling / showcasing this “Solution Pill”. The
clients were shocked to see the banner.
Brand Stalking 2: At home, Mr. A asks his son to book movie tickets online. The son books the
tickets online and suddenly comes across the “Solution Pill” advertisement. The son is equally
shocked and innocently asks his dad, do I print the ticket with ad on it too?
This is called Online Stalking
Mr. A is a victim of the all pervasive, invasive and untiring method of internet advertising best
known as “retargeting”. Unlike traditional shopping, where an individual can browse wherever
and whatever in as many stores he wants to, and also walks out as a free bird. In the world of
internet, the stalking is continuous.
4.0 Online Retargeting
Retargeting is defined as an online feature provided by the companies that lets you reach out to
people who have previously websites, and show them relevant advertisements across the web or
when they surf through various search engines.
It refers to the techniques or strategies used by online marketers connect with consumers who
have surfed across various websites on the internet. These visitors are not only those who make
purchases, but merely surf the Website, called “Window Visitors”. Online marketers tap Window
Visitors as prospects and thus try and connect to gain brand recall. This action helped companies
to reintroduce themselves (product or service) to the market in response to the competition or
fall in sales.
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Retargeting helps companies to remarket their improved product or service, rekindle interest and
enhance sales. For example, a cell phone manufacturing company may remarket its newly
launched cell phone with its new features to let its potential customers know about the same.
How does Retargeting actually help? A company makes huge investments in marketing their
products online and offline with the expectation of gaining profits. A visitor to these sites may or
may not make a purchase. A company then uses retargeting tactics to bring the visitors back to
their website and entice them to make a purchase.
The basic premise for this tactic is to lure customers and attract them such that it meets the
objectives of the firm.
5.0 How does (Online) Retargeting work?
There are various ways to retarget a customer online. Given below are a few cases that will help
understand the process to retarget.
Case A: Retargeting Customers through the Shopping Cart Approach
A customer is in need of a product which he could buy offline or online. But due to some
reasons he prefers to buy it online. The reasons could be saving time in traveling, getting more
options to explore, price comparison etc. For the same, the customer visits some online
shopping portals and browses through various options. While visiting these options, the
customer selects certain items and adds them to the list (also called shopping cart). In this case,
the customer can also take time to decide and make the final purchases which he has selected in
the shopping cart. Due to some reason, the customer leaves the portal without any purchases.
The next day, he is bombarded with emails from the site with attractive options to buy.
The process works like this: The portal’s database of registered shoppers is used to identify
shoppers who have a shopping list on their cart but have left sans any purchase. A personalized
email is drafted linking to the specific cart. The sales conversion probability is high if the
advertisements created are personalized attractively.
Case B: Retargeting Customers based on customers visiting websites
Retargeting is done on the basis of the pages viewed by the prospective buyer and the campaigns
are then created on the basis of the pages visited. A customer wants to buy a cell phone online,
he also checks the EMI calculator on that same page. Over the next few days, while visiting
other websites, which have nothing to do with cell phones, the customer will see advertisements
or the cell phones with different options and schemes, especially for the one for which the
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customer was searching for. In this case, it is easy to implement or remarket as it does not
require permission or contact database or system integration. This kind of Retargeting is based
on the basis of individual behavior.
6.0 Advantages of Online Retargeting
There are many reasons why Retargeting must be used in today’s exponentially growing online
world. Also, the way Retargeting must be used is of a great concern.
For example, a customer enters a retail store and enquires about a particular product, and then
leaves without buying. What would the outlet owner do? The retailer is aware of the potential
customer’s inertest in purchasing the product or a similar sooner or later. Is there a way the
retailer can keep reminding the customer about the product. The answer is NO. Therefore the
retailer is left with no option / few options to actually follow up with the customer.
This is where retargeting comes with several advantages to reconnect with the customer. This
can however be one only in the online world.
Retargeting is useful for many reasons. Such as:
Reduced cost per impression
Better conversion rates
Improved ROI
Precise targeting
Cost effective branding
Increase registrations for email marketing lists or subscriptions
Encourage upsells (e.g. add-on features, luxury items, accessories, etc.) among repeat
customers
Increase brand awareness by promoting tailored and dynamic advertisements on major
search engines and websites
Reach numerous web visitors simultaneously based on web traffic to your site
Remarket to individuals who’ve viewed specific sections of your site by showing them
relevant online advertisements based on their browsing and purchase history.
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7.0 Retargeting or Stalking?
Online retargeting is a very powerful tool to nurture interactions of prospective customers.
Potential customers can be easily converted into business opportunities. However this may have
adverse effects on brands based on how their customers, current and new, perceive the brands.
There is a delicate line between retargeting and stalking, which must be adhered to.
Retargeting when applied mindlessly, might have a negative impact on the prospects, but when
in the wrong hands, can infuriate the prospective customer. Poor retargeting can backfire if the
marketer is unaware of what the prospective customer wants or what to say when because it
merely applies the Cookie-based order.
When a prospective customer is being followed with a sense of knowledge, the approach is such
that the pop-ups that will be seen by the prospective customer are relevant and useful. The
follow through is not just for the sake of following but to make real sales happen. Then it could
be called as retargeting. But this retargeting could be turned into stalking, if the brands that
follow are not relevant to customer’s needs and requirements. In today’s world, where every
individual cherishes their anonymity and privacy, a follow through of a brand through the ins
and outs of Web surfing is more annoying than just an invasion. This act is all together different
from retargeting, and will instead damage the brand.
8.0 Conclusion
Retargeting is a very powerful way to keep your target audience engaged. It is the tool to present
the prospective customer with highly relevant advertisements across the internet and to ensure
that brand enjoys a good mind share and ultimately results is sales and profits.
There is a thin line difference between retargeting and stalking. When judiciously applied by
deeply understanding the consumer’s behavior and internet usage pattern is retargeting.
However, if the marketer is merely chasing the consumer it will result in waste of effort and time
and thus adversely impacting the brand.
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Bibliography
alex-cleanthou. (2014, July). Retrieved August 3, 2014, from www.visibilitymagazine.com:
http://www.visibilitymagazine.com/web-profits/alex-cleanthous
Austin, B. (2014, July 2). What-Is-Remarketing. Retrieved August 9, 2014, from
www.docstoc.com: http://www.docstoc.com/article/163615648/What-Is-Remarketing
Beal, V. (2014, June 14). ecommerce_remarketing.html. Retrieved August 10, 2014, from
www.webopedia.com:
http://www.webopedia.com/TERM/E/ecommerce_remarketing.html
Blumler J. G., & Katz, E. (Eds.). (1974). The uses of mass communication: Current
perspectives on gratifications research. Newbury Park, CA: Sage.
Brosius, H. B., & Engel, D. (1996). The causes of third-person effects: Unrealistic
optimism, impersonal impact, or generalized negative attitudes towards media influence?
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Gower, H. (2013, November 19). Retrieved August 18, 2014, from blog.alkemi.com.au:
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sales/
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www.searchenginejournal.com: http://www.searchenginejournal.com/ppc-expert-using-
advanced-ppc-tactics/90541/
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2014, from www.searchenginejournal.com:
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http://www.wordstream.com/blog/ws/2012/05/08/is-remarketing-creepy
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http://www.businessdictionary.com/definition/remarketing.html
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Singh, A. (n.d.). Retrieved August 20, 2014, from www.exchange4media.com:
http://www.exchange4media.com/57029_targeted-advertising-or-online-stalking.html
Tavani, H. T., & Grodzinsky, F. S. (2002). Cyberstalking, personal privacy, and moral
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Retrieved July 29, 2014, from www.healthcarecommunication.com:
http://www.healthcarecommunication.com/Main/Articles
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The El-Nino Impact and the Indian Agri Economy
Mr. Umar Farooq8
Abstract
India is the first country to experience the impact of El-Nino as and when it appears. The South-West Monsoon
which reaches the southernmost tip of the country on 1st June is delayed. There is a very strong positive correlation
between a good evenly distributed monsoon and the farm output and the overall Indian economy since almost two-
third of the Indian population is directly dependent on monsoon for farm production. Though over the years, the
dependence of agriculture on monsoon has reduced drastically. Presently, both Kharif and Rabi seasons contribute
equally to the total Indian farm production. As a result, the impact of a poor monsoon is not very strong.
Monsoon in India is not only cyclic or annual feature but our entire agriculture output is dependent on these rains.
El-Nino is expected this year and can impact our agri economy big way. This paper attempts to understand the
impact of El Nino on the Indian agri economy.
Key Words: El-Nino, India, Economic Growth, Agricultural Production, Farm Income
1.0 Objectives of the Study
To understand the occurrence of El-Nino phenomenon and its impact on Indian
monsoon
To comprehend the impact of monsoon on Agrarian Economy
To investigate the effect of El Nino on Wages
2.0 Research Approach
The study of this paper is through
Research Reports
Newspaper reports
Articles from the Internet
Periodicals and Business Magazines
8 Assistant Professor – Rizvi Institute of Management Studies & Research, [email protected]
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3.0 Introduction to El-Nino
The rise in the surface temperature in the Pacific Ocean of the coast of South America is defined
as the El-Nino effect. In Spanish El-Nino means “The boy child” and since the phenomenon
takes place generally in the month of December (around Christmas) and hence is named after
baby Jesus. The surface temperature in the east and central tropical Pacific Ocean rises at least by
0.5 degree Celsius over the long term average temperature, thus resulting in changes in wind
pattern leading to famines and floods in different parts of the world. In India, the El-Nino effect
leads to scanty rainfall, which could lead to severe drought conditions as well. The phenomenon
happens every two to seven years and lasts for about nine months to two years. Following are
the signs of El-Nino occurrence:
Rise in surface pressure over the Indian Ocean, Indonesia and Australia.
Rise of warm air near Peru (South America) leading to rains in Peruvian desert.
Fall in air pressure over central and eastern Pacific Ocean.
Figure1. Build-up of El Nino in Pacific Ocean
As can be seen from the image, the pattern of wind and water completely reverses itself in El-
Nino condition as against the normal scenario, leading to changes in climatic conditions.
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4.0 Importance of Monsoon to India
A healthy monsoon in India not only lifts farm output, but it also boosts spending on gold,
automobiles, consumer durables, housing and construction, personal care, entertainment,
processed foods, among others. An immediate effect of healthy monsoon is felt on the sale of
tractors, followed by demand for fertilizers. The consumption of gold also rises along with the
demand for consumer durables. This leads to increase in the manufacturing activity, which
propels the economy. Almost 48 per cent of the two wheelers and 44 per cent of the TV sets are
sold in rural India. More than 40 per cent of the demand for cement comes from rural
households.
5.0 Linking El-Nino to the Indian Monsoon
El-Nino is a 'warm' ocean current originating along the coast of Peru in continent of South
America that replaces the usually 'cold' Peru or Humboldt Current. This warm surface water
current reaching towards the coast of Peru with El-Niño is pushed westwards by the trade winds.
This raises the temperature of the southern Pacific Ocean. A reverse condition is known as La
Niña.
In short, El-Nino occurs when the waters in the equatorial pacific region become warmer than
normal. On the other hand, La Nina occurs when the equatorial pacific becomes cooler than
normal. Now the question is how it impacts the Indian Monsoon. The answer lies in
understanding of El Nino via another phenomenon called as ‘Southern Oscillation’.
Southern Oscillation is the see-saw relationship of atmospheric pressures between Tahiti and
Darwin, Australia. It has been noticed that when it was high pressure in Tahiti, it was low
pressure in Darwin and vice versa. A Southern Oscillation Index (SOI), based on the pressure
difference between Tahiti and Darwin, has been formulated by the Bureau of Meteorology
(Australia) to measure the strength of the Oscillation. It was first observed by Sir Gilbert
Thomas Walker, Director-General of Observatories in India.
Walker noticed that the quantity of rainfall in the Indian subcontinent was often negligible in the
years of high pressure at Darwin (and low pressure at Tahiti) which is called El Nino.
Conversely, low pressure at Darwin (La Nina) increased precipitation in India. Thus he
established the relationship of Southern Oscillation with quantities of Monsoon rains in India.
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In short, El Nino has an adverse impact on the Indian Monsoon whereas La Nina has a
favorable impact on Indian Monsoon. This year Indian Meteorological Department (IMD) and
other organizations have noticed El Nino phenomenon developing in Equatorial and tropical
pacific.
6.0 Linking El Nino & Indian Monsoon to Agri Economy
If El Nino happens this year, then IMD has forecasted that rainfall this monsoon could be 93
per cent of the long period average with a 33 per cent probability of deficient rains. The normal
monsoon, according to IMD is 96 – 104 per cent of the long period average. The South-West
monsoon months are between June and September in India. There is a possibility that if other
phenomenon that impacts monsoon does not get worsened, then this may neutralize the adverse
effects of El Nino to some extent. But the probability of neutralization is low.
Though the share of agriculture in GDP has come down to under 14 per cent in FY2013 as
compared to 38 per cent in FY1973, still 50 – 60 per cent of population is directly or indirectly
dependent on agriculture sector. Moreover, almost 50 – 60 per cent of the agricultural land in
India is rain fed and not irrigated. Therefore, there are always huge stakes involved in monsoon
phenomenon. If monsoon is below normal, India may face;
Agricultural output of food grains, food and vegetables will be much lesser this year.
If supply is lesser, demand remaining the same, then food prices will rise.
Food articles have more than 25 per cent weightage in Wholesale Price Index and even
more in other indices that measure inflation.
Figure 2 Monsoon Probabilities 2014
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7.0 El Nino and Wage Spiral
In economics, there is concept called as wage-price spiral. It means that if prices rise in an
economy, it will have a cascading effect on all commodities. Due to this, workers demand more
wages to maintain their living. Now if the wages also rise, it will also result in price-rise of those
commodities also where there is no component of food involved. If wages increase beyond a
certain point, it reduces the productivity of a country, which is even more dangerous in an era of
globalization.
8.0 Conclusion
Impact of Monsoon on Indian GDP
As can be seen, the monsoon is critical for revitalizing Indian economy and specifically when the
GDP growth is as it a decade’s low of sub-five per cent. The food inflation is persistently high
and at times in double-digits. In such an event a below average monsoon will further fuel the
inflation and drag the real economic growth. The GDP growth will come down by 50 – 60 basis
points (bps).
In agriculture sector, many areas may face drought and can lead to escalating debt burden on
farmers which may culminate into suicides. Though over the years, the impact of monsoon on
farm production is neutralized on account of sustained efforts towards increasing the rabi sowing
and output. Further, better irrigation facilities coupled with increased water storage and
availability in the non monsoon months has boosted the farm production. Also, the bumper
crop in the last couple years has boosted the food stock to tide over the impact of scanty rainfall.
So, a weaker monsoon due to the El Nino Effect may mean;
Higher Inflation: India is already reeling under high inflation for last five years. Now, to fight
inflation, RBI has been increasing interest rates to reduce money supply.
Investment slows down: High interest rates hamper investment activity in the industry as
borrowings become costlier. And finally the GDP growth rate slows down.
El Nino cannot be controlled. The only panacea in the long run is to increase irrigation and
reduce dependency on rains. For this inter-linking of Indian rivers is required which has been
very slow in India. It needs to speed up.
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References
Hindustan Times, Sunday 6th July, 2014, Pg 11
http://www.mbarendezvous.com/general-awareness-topic-el-nino-in-2014-might-
impact-Indian-economy-1453.php
The Financial Express, Saturday 12th July, 2014. Pg 1-2
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Book Review
McDonald, D. (2014). The Firm: The Story of McKinsey and its Secret Influence on
American Business. New York, US: Simon & Schuster Paperbacks. pp 384, Rs. 599
Genre: General Management
Duff McDonald is a New York-based journalist. A contributing editor at The New York
Observer, he has also written for The New Yorker, Vanity Fair, New York, Esquire, Fortune,
Business Week, Conde Nast Portfolio, GQ, WIRED, Time, Newsweek, and others.
The McKinsey Mystique
There is an aura about the world’s best consulting firm called ‘McKinsey’. This book captures
the reason why this firm is amongst the world’s best. The book starts with a very intriguing
quote from Chairman and CEO, JP Morgan Chase: “I think consultants can become a disease
for corporations”. This book gives an unbiased view on how McKinsey’s negative contributions
to business corporations across the world especially in the USA.
The Ozark Farm Boy
The history of American business is the story of men who came along with a healthy dose of
confidence. James O. Mckinsey’s confidence was not about how to do business but to tell the
rich and the powerful what they are doing wrong. This is where Mckinsey really stands out
differently and continues to offer this very difference to corporations the world over
The book divided into 11 chapters takes the reader through the making of Mckinsey from its
inception stage, what is the differentiation that McKinsey really stood for. This explains this
differentiation by an anecdote "Let's say a client asks us what time it is. . . . If you ask Booz
Allen, their response will be 'What time do you want it to be?' If you ask A.D. Little . . . they will
tell you 'It's 9:45:20, Greenwich Mean Time.' But if you ask McKinsey, we will say 'Why do you
want to know? What decisions are you trying to make for which knowing the time would be
helpful?' "
It all started in the year 1935, founder James O. "Mac" McKinsey, an accountant by training,
landed Marshall Field & Co. as a client. The retailer was awash in red ink and faced a big loan
payment. McKinsey's solution was for the company to shed a wholesale business and some
textile mills, then slash costs.
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Marshall Field's directors liked the plan so much that they persuaded Mac McKinsey to come
over and wield the axe himself. What he failed to anticipate was the human cost—to the 1,200
laid-off workers and those remaining who were dismayed to realize that management, as Mark
Twain might say, "don't give a dead rat" about them as people. McKinsey himself received death
threats, became depressed and, in a weakened state, succumbed to pneumonia in 1937.
Known thereafter as the "McKinsey Purge," the bloodbath set the precedent for many more
"downsizings" to come. Even now, news that "McKinsey is coming" provokes a flurry of fear
and apprehension. And the managers who retain McKinsey know it. Condé Nast hired the firm
in 2009 in part to send a message that it was serious about cost cutting. Even today, the firm
analyses cases like that of a lawyer and this is another differentiating factor of McKinsey
The firm eventually proved its mettle to the US corporate world and event found the firm has
been compared to the Jesuits and the U.S. Marines for it arduous approach to work , rigor and
tenacity. Known to be brutal, the Firm is all about the survival of the fittest. The policy framework is
designed to really give their clients better than the best in the world of consulting.
The author as much as he give due credit to the firm, has given detailed accounts of its mistakes
and failures. Whatever McKinsey is selling, it has certainly been able to get away with charging a
teeth-chattering premium above what others do. The premium was not always worth it. This can
been wittily explained in the AT&T case where the firm paid McKinsey $96 million for five years
of hand-holding in the 1990s. Tanzania shelled out so much to McKinsey in the early 1970s to
help plan its future that the fees became a line item in the country's budget.
Therefore how does McKinsey really justify the moolah it rakes in? To begin with, it sends in a
team of talented, passionate, and sometimes even brutally M.B.A.s to simplify a complex
problem such as Stagnated growth, improvisation in production, pricing quality issues, and
pricing. Then, after an intensive data collecting exercise, the team dives into some kind of state
of the art analysis. Then plan of action is prepared, which may to some extent be a replica of
what the Firm has done for some other clients (may be) with a similar set of problems.
McKinsey has a unique quality of retaining customers, and this loyalty proves to be profitable for
the Firm. These repeat customers are called “transformational relationships” who contribute 85
% of McKinsey’s earnings. This Firm’s earnings is roughly 7 Billion dollars.
The author takes us through several of the Firm’s feats:
The most famous one being General Electric: in 1968 McKinsey was hired to analyse its strategic
planning. The solution was to transform the giant company’s 360 departments into 50 "strategic
Management Vision
58
business units" and make each of them focus "outwardly" on external market forces rather just
focus on costs of paper clips. Management gurus, however debate that the turnaround enabled
future CEO Jack Welch to take credit for what he did later. The author has similarly accounted
for several such feats
Will the aura of McKinsey last? The author expresses his fears and wonders how this will last. To
begin with The Firm today is huge and therefore quality and processes maintenance is a massive
challenge. The Firm over the years has also become inhuman because of the fanatical
competitive that its employees share. Once a pillar of strength to ailing companies, McKinsey
today is more like banking advisory outfit.
McKinsey’s greatest challenge going forward – the true test of its genius-is no longer finding
inspired solutions to its client’s problems. The test is managing the complications that have
resulted from its own stupendous success. One of the firm’s recently stated goals is helping to
“solve the world’s great problems. But if it wants to achieve this, it’s going to have to continue
solving its own.”
This book is useful for management consultants and management students. The author’s holistic
and insightful and critical approach to the world’s most prestigious Firm gives a different
perspective to the business of consulting.
By Anjali Talreja
Assistant Professor
Rizvi Institute of Management Studies & Research
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59
Book Review
Jeffery, R., & Doron, A. (2013). Cell Phone Nation: How Mobile Phones Have
Revolutionized Business Politics and Ordinary Life in India. Hachette India. pp 293. Rs.
499.
The aptly titled book ‘Cell Phone Nation– How Mobile Phones Have Revolutionized Business,
Politics and Ordinary Life in India’ captures the myriad impact of Mobile Phones and presents
an accurate account of the at-once profound and rapid transformation forces set in motion
owing to the emergence and ever-growing usage of cell phones in three important areas –these
three areas in fact sum up the existence of people of any Country- of Business, Politics and
Everyday /mundane existence of common people in India. Robin Jeffrey , Visiting Professor,
Institute of South Asian Studies and Asia Research Institute, National University of Singapore
and Assa Doron, Australian Research Council Future Fellow in the College of Asia and the
Pacific, Australian National University, Canberra and author of ‘Caste, Occupation and Politics on the
Ganges: Passages of Resistance’ collaborated on this project .Drawing on their varied and rich
experiences and observations in their to-begin –with brief skirmishes which later developed into
their longer and deeper relationships allowing them to observe people at close quarters, the
author duo put forth an exhaustive study of the mobile phone’s evolving use by Indians and its
concomitant impact on India’s growing economy. The author duo draw on their varied and rich
experiences of meeting Indians from different walks of life and observing their usage of mobile
phones for various purposes in various settings at close quarters.
Parallels can be drawn with the works of Rich Ling who as sole author and co-author has written
a series of books on the theme of mobile and society namely, New Tech, New Ties: How Mobile
Communication is shaping Social Cohesion; The Mobile Connection: the Cell Phone’s Impact on Society; Mobile
Communication: Bringing Us together and Tearing Us Apart; Mobile Connection : The Cell Phone’s Impact on
Society. Ling’s work by virtue of being a pan-global study does not dwell deep on Mobile’s Impact
in India- a gap which Jeffrey and Doron propose to fill. The authors account also draws heavily
on the two constructs of ‘Domestication’ and ‘Performativity’ as was the case with predecessors
like Horst, Miller, Katz and Ling who researched in the area of interactions between humans and
technology.
‘Domestication’ refers to the ways in which a new device like mobile phone became a part and
parcel of an individual’s daily existence and how they adapted, acquired or refused to accept
them to suit their own requirements and conditions. ‘Performativity’ refers to the way a device
becomes a prop to be used by people in presenting themselves to the world.
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The book is divided into three Parts viz. Controlling, Connecting and Consuming. The first
section ‘Controlling’ spreads over two chapters investigates how rulers and influential people
have controlled the flow and access of information and traces the history over 500 years from
Mughal rulers to recent allocation of Radio Frequency Spectrum and the role of ‘big business,
bureaucrats and politicians’ of today.
The second section aptly christened ‘Connecting’ spread over two chapters- ‘Missionaries of the
Mobile’ and ‘Mechanics of the Mobile’ -seeks to comprehend the mind-boggling fast-paced
proliferation of mobiles in a short span of 10-12 years from being nowhere in scene to achieving
the status of a constant fixture in the hands of a huge chunk of India’s billion plus population
otherwise characterized by low literacy levels as also widespread and abject poverty.
The third section called ‘Consuming’ -consisting of four chapters - delves deep into the way
Indians use mobiles in different walks of life viz. business, politics and domestic life. Jeffery and
Doron also present an accurate account of dark side of Cell phone’s usage for various
wrongdoings from Waywardness to crimes of pornography, Scandal and surveillance, and
Espionage and terror.
The ‘Conclusion’ recapitulates the gist of the book and also touches upon the impact of mobile
phones on aspects such as health, Mobile Waste, Social Networks, Language and media, Politics
and governance. The benefits of mobiles in diagnosing eye ailments, BP; monitoring diabetes
and providing medical interventions in far-flung areas are enumerated in detail. The long term
health hazards of cell phone radiation are also brought to light. The author duo put forth a grim
picture of the process of disposal used for Mobile waste or e-waste fraught with severe health
hazards to people involved as well as the public in general with release of toxic substances into
air, soil and water.
The authors illuminate the positive effect of Mobile phones on earning potential of not just
Telecom majors like Vodafone, Airtel, Reliance and others but also farmers, fishermen, rickshaw
pullers, boatmen and dhobis owing to ‘the unprecedented access to information and resources’.
The mobile revolution also spawned a plethora of new occupations like recyclers, repairers,
second-hand dealers, sales people, marketers, technicians etc. The authors opine that Cell phone
are instrumental in driving Indian citizens into a far more deeper and comprehensive relationship
with the state apparatus like no other technology or mechanism has been able to achieve so far.
And by doing so it has not completely overturned power structures or stamped out inequality
but has made the equation between the state and its citizens ‘more democratic’.
Management Vision
61
The book presentation of one vignette after the other to drive home the widespread use of Cell
phones in all walks of life is a delight for anthropologists. The book is written in the manner of a
newspaper article with lot of exuberance suffusing the accounts of people. Jeffery and Doron
also pepper their account with telling pictures (24 in number) with captions culled out from the
mundane existence of people in India. The language is racy, the description lucid and the style is
journalistic.
The book would be of considerable interest to MNCs or foreign business men wanting a peek in
the way Indians use the power of mobile phones and how the same can be harnessed to provide
them solutions. The book has interesting commentary of relevance to students of sociology,
anthropology and social sciences. But for management students there are no major insights to be
found except reaffirmation of commonplace observations on the use of mobiles by Indian
consumers which in any case has been well covered by print and audio-visual media in various
formats of news and entertainment.
By Garima Sharma
Associate Professor
Rizvi Institute of Management Studies & Research
Management Vision
62
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Management Vision
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Management Vision
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Management Vision
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