Intelligent Use of Emotions in Personal Selling: A Study into the Effect of Emotional Intelligence on the Performance of Sales Executives

School of Management Studies, Cochin University of Science and Technology

The Effect of Sales Promotion on Consumer Based Brand Equity

The study was an attempt to find out the effect of Sales Promotion,Price and Premium Promotion,on Consumer Based Brand Equity.The dimensions of consumer Based Brand Equity under study were Brand Awareness and Associations,Perceived Quality and Brand Loyalty.The Product categories under study were Convenience Products,shopping Products and Specialty Products and the product classes taken were Toothpastes,Colour Television and Athletic Shoes.The brands under study were Convenience Products-Anchor,Closeup,Colgate and Dabur:Shopping products-LG,Onida,Samsung and Sony and Specialty Products-Action,Adidas,Nike and Reebok.The primary objective of the study was to examine the effect of Sales Promotion,Price and Premium Promotion,on Consumer Based Brand Equity(CBBE)

"A Study Of The Performance Of The "Jeevan Saathi" And "Jeevan Mitra” Policies Offered By The L.I.C."

The main benefit of Jeevan Saathi policy is that, it is a joint life policy which covers the life of both husband and wife under a single policy. And they also get double benefit if any one of them dies during the term of the policy. The Jeevan Mitra policy is a single life policy, the main advantage of which is that the dependents get double benefit in case of normal death and triple benefit in case of accidental death during the term of policy. so both the policies have their own attractions but when compared with the annual sales of other policies, the additional increase in the sales of these policies are decreasing. It is a fact finding study concerned with market performance of these two policies by conducting a survey among the Jeevan Saathi and Jeevan Mitra policy holders, and a thorough analysis of the various information or data collected from them. This study is an attempt to present an integrated picture of the main features of the policy holders who have bought these policies, the major factors responsible for making them purchase these policies, the various difficulties faced by them at present and further modification needed in the plans of these policies according to the opinion of policy holders. For increasing accuracy of the conclusions, information is also collected from Agents and Development Officers by using interview schedule. The main purpose of this study is to draw attention of LIC to introduce new plans of policies taking into consideration the drawbacks or defects of the existing policies and present needs of policy holders. It will also help to make new plans in order to suit the needs of more people who want to buy life insurance policies

Performance of Supply Chain when using selected Coordination Mechanisms

Coordination among supply chain members is essential for better supply chain performance. An effective method to improve supply chain coordination is to implement proper coordination mechanisms. The primary objective of this research is to study the performance of a multi-level supply chain while using selected coordination mechanisms separately, and in combination, under lost sale and back order cases. The coordination mechanisms used in this study are price discount, delay in payment and different types of information sharing. Mathematical modelling and simulation modelling are used in this study to analyse the performance of the supply chain using these mechanisms. Initially, a three level supply chain consisting of a supplier, a manufacturer and a retailer has been used to study the combined effect of price discount and delay in payment on the performance (profit) of supply chain using mathematical modelling. This study showed that implementation of individual mechanisms improves the performance of the supply chain compared to ‘no coordination’. When more than one mechanism is used in combination, performance in most cases further improved. The three level supply chain considered in mathematical modelling was then extended to a three level network supply chain consisting of a four retailers, two wholesalers, and a manufacturer with an infinite part supplier. The performance of this network supply chain was analysed under both lost sale and backorder cases using simulation modelling with the same mechanisms: ‘price discount and delay in payment’ used in mathematical modelling. This study also showed that the performance of the supply chain is significantly improved while using combination of mechanisms as obtained earlier. In this study, it is found that the effect (increase in profit) of ‘delay in payment’ and combination of ‘price discount’ & ‘delay in payment’ on SC profit is relatively high in the case of lost sale. Sensitivity analysis showed that order cost of the retailer plays a major role in the performance of the supply chain as it decides the order quantity of the other players in the supply chain in this study. Sensitivity analysis also showed that there is a proportional change in supply chain profit with change in rate of return of any player. In the case of price discount, elasticity of demand is an important factor to improve the performance of the supply chain. It is also found that the change in permissible delay in payment given by the seller to the buyer affects the SC profit more than the delay in payment availed by the buyer from the seller. In continuation of the above, a study on the performance of a four level supply chain consisting of a manufacturer, a wholesaler, a distributor and a retailer with ‘information sharing’ as coordination mechanism, under lost sale and backorder cases, using a simulation game with live players has been conducted. In this study, best performance is obtained in the case of sharing ‘demand and supply chain performance��� compared to other seven types of information sharing including traditional method. This study also revealed that effect of information sharing on supply chain performance is relatively high in the case of lost sale than backorder. The in depth analysis in this part of the study showed that lack of information sharing need not always be resulting in bullwhip effect. Instead of bullwhip effect, lack of information sharing produced a huge hike in lost sales cost or backorder cost in this study which is also not favorable for the supply chain. Overall analysis provided the extent of improvement in supply chain performance under different cases. Sensitivity analysis revealed useful insights about the decision variables of supply chain and it will be useful for the supply chain management practitioners to take appropriate decisions.

Product and Process Innovation: Antecedents and Performance outcomes in small IT firms in India

Innovation is a strategic necessity for the survival of today’s organizations. The wide recognition of innovation as a competitive necessity, particularly in dynamic market environments, makes it an evergreen domain for research. This dissertation deals with innovation in small Information Technology (IT) firms in India. The IT industry in India has been a phenomenal success story of the last three decades, and is today facing a crucial phase in its history characterized by the need for fundamental changes in strategies, driven by innovation. This study, while motivated by the dynamics of changing times, importantly addresses the research gap on small firm innovation in Indian IT.This study addresses three main objectives: (a) drivers of innovation in small IT firms in India (b) impact of innovation on firm performance (c) variation in the extent of innovation adoption in small firms. Product and process innovation were identified as the two most contextually relevant types of innovation for small IT firms. The antecedents of innovation were identified as Intellectual Capital, Creative Capability, Top Management Support, Organization Learning Capability, Customer Involvement, External Networking and Employee Involvement.Survey method was adopted for data collection and the study unit was the firm. Surveys were conducted in 2014 across five South Indian cities. Small firm was defined as one with 10-499 employees. Responses from 205 firms were chosen for analysis. Rigorous statistical analysis was done to generate meaningful insights. The set of drivers of product innovation (Intellectual Capital, Creative Capability, Top Management Support, Customer Involvement, External Networking, and Employee Involvement)were different from that of process innovation (Creative Capability, Organization Learning Capability, External Networking, and Employee Involvement). Both product and process innovation had strong impact on firm performance. It was found that firms that adopted a combination of product innovation and process innovation had the highest levels of firm performance. Product innovation and process innovation fully mediated the relationship between all the seven antecedents and firm performance The results of this study have several important theoretical and practical implications. To the best of the researcher’s knowledge, this is the first time that an empirical study of firm level innovation of this kind has been undertaken in India. A measurement model for product and process innovation was developed, and the drivers of innovation were established statistically. Customer Involvement, External Networking and Employee Involvement are elements of Open Innovation, and all three had strong association with product innovation, and the latter twohad strong association with process innovation. The results showed that proclivity for Open Innovation is healthy in the Indian context. Practical implications have been outlined along how firms can organize themselves for innovation, the human talent for innovation, the right culture for innovation and for open innovation. While some specific examples of possible future studies have been recommended, the researcher believes that the study provides numerous opportunities to further this line of enquiry.