Excelsior Correspondent
JAMMU, Mar 15: Workshop on International Marketing concluded at International Centre for Cross-Cultural Research and Human Resource Management (ICCCR &HRM), Jammu University, here today.
On the second and concluding days, Prof Harish Choudhary further picked up the case study of Maruti Udyog, its entry into the market, key collaborations it made and the road ahead. He elaborated that strategy is a function of market place. The business strategy of an enterprise should be developed after gauging the new segments and competitors. This in turn makes forecasting a critical component for corporate to structure and investigate.
Prof Choudhary emphasized upon the importance of realization of core competence by quoting C K Prahalad’s cases. He exemplified this realization by taking into account the TATA’s entry into different segments (TOMCO, NALCO). However, he added, they couldn’t survive because steel was the core competence of TATA’s and markets never absorbed anything from TATA’s that was lifestyle oriented.
On drawing out comparison between internal and external variables viz.; employee satisfaction vs customer satisfaction, Prof Choudhary concluded that it is always internal variables that have got a stronger impact on the corporation’s survival rate in the long run.
In his concluding remarks Prof Harish Choudhary commented that “Brand is within” and we need to “position” to make a stronger impact on international business stage.
Prof. Neelu Rohmetra, Director ICCCR & HRM and Rector Kathua Campus while addressing the session elaborated on the need for such interactions and hoped that the participating students were benefitted.
Around eighty MBA and MBA-IB students participated in the case based comprehensive workshop, which integrated theoretical perspective along with practical orientation for better understanding of issues in International Marketing in particular and International Business in general.
Professor Harish Choudhary from Department of Management Studies, Indian Institute of Technology, Delhi before joining teaching profession has worked with Dunlop Tyres and Hindustan Unilever. He is the alumnus of IIT- Kanpur and IIM- Bangalore and has earned his Ph D from IIT- Delhi.
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