Indian Journal of Marketing September 2007

Volume XXXVII • Number 9 • September 2007

Six Sigma -Mumbai Dabbawalas' Story Redefines Theory
‘Dissatisfy your customers’-All world class companies are trying to dissatisfy current expectations of their existing customers through continuously improving their value creation and delivery processes, not only satisfying them through quality products and services only but trying to maintain quality long term relationships through perfection in every thing they do to be world class. It is better to eliminate defects in your products and service delivery’s quality rather than trying to minimize final defective outputs. Although through better inspection and quality control mechanisms, you can satisfy your end users by simply delivering only non defective products but what about cost, time and precious human power wasted in making defective products? Yes, this is going to affect your bottom line. Today in the era of cut throat competition, you need not to only satisfy your external customers but all stakeholders e.g. Employees, shareholders, govt., suppliers and value network partner’s etc. For that you need to have quality products and services at lowest possible cost, saving interest of all stakeholders and that is possible only through organization wide changes in way of doing all business activities and processes tuned to perfection in terms of outcome with zero defects to satisfy customers needs profitably. Therefore, Top management is redefining processes through using quantifiable and statistically measurable goals of each and every process keeping customer’s satisfaction in mind and trying to minimize duplication of human efforts and eliminating defective processes to reach a pre- determined benchmark level of quality that can be measured, evaluated and controlled. One of successfully deployed element of Total Quality Management (TQM) initiatives is Six sigma.
	Atul Gupta Sr. Lecturer University of Delhi Delhi atulgupta_2001@yahoo.co.in
A Study About the Optimum Capacity for Brick Industry in Kanyakumari District
Brick making is a traditional, unorganized industry, generally confined to rural and peri-urban areas. Bricks have been used for shelter and protection for many thousands of years. Applications of brick included thick, often decorated work in large multi-storey buildings, arches, jambs and other work in predominantly stone walls, domestic walling and infill in stud partitions.
Dr.M.Wilson Reader in Commerce Scott Christian College Nagercoil,Tamil Nadu mwilson66@yahoo.co.in	C.Mallika Devi Research Scholar Scott Christian College Nagercoil,Tamil Nadu
Impact of Branding on Organizational Performance in the Not-for-Profit Sector
Market orientation is the implementation of marketing activities. There have been significant studies done in the past that define the concept of market orientation, its need, benefits and consequences. The available literature also provides enough support to establish the link between market orientation and organizational performance where high market orientation has been linked to higher business performance. Despite these findings, there is a need to further explore this relationship since most of the previous studies have focused on building this relationship in for-profit sector. The not-for-profit sector differs from the for-profit sector in not only the objectives but also in the implementation of market orientation philosophy. Therefore, the present study adopts a secondary research approach to understand the impact of market orientation on organizational performance in the not-for-profit sector, which then builds a foundation to further examine how one of the key elements or measures of market orientation i.e. Brand management is linked with market orientation. And, how does branding impacts organizational performance by facilitating market orientation.
Dr.Sanjeev Verma Assistant Professor National Institute of Industrial Engineering,Mumbai sanjeev@nitie.edu	Babita Deou Student National Institute of Industrial Engineering,Mumbai babita@nitie.edu
Journey to the Center of the Customer's Mind
One of the great buzzwords in recent years has been “customer engagement,” generally taken to mean how emotionally involved customers are with a product or brand. And, whatever one calls it, having customers who not only are satisfied with your product but are willing to promote it, defend it, and do battle with others on behalf of it is a great state of being. The article focuses on the emerging concept of neuromarketing and has looked at the science behind neuromarketing in particular. This literature survey is an attempt to widen the scope of neuromarketing beyond commercial brand and consumer behaviour applications, to include a wider conceptualization of marketing science. Neuromarketing offers the prospect of gaining a better understanding of how the brain responds in a wide variety of everyday situations. In addition to proving of great commercial value such research offers the possibility of increasing our knowledge of brain function as it extends powerful medical technologies into a new and challenging area of research. Drawing from general neuroscience and neuroeconomics, neuromarketing as a field of study is defined, and some future research directions are suggested.
	Ranjan Chaudhuri Faculty S.P.Jain Institute of Management & Research Mumbai ranjan.chaudhuri@spjimr.org
Creativity and Innovations in Retail Banking- A Comparative Analysis of Financial Products Offered by ICICI and HDFC Bank
The dynamic nature of the present entrepreneurial organizations and its interaction with the present competitive business environment poses various critical issues in all the industries irrespective of their current market status. In order to gain competitive edge and postpone the maturing of the products and the industry, the entrepreneurs need to evolve constantly. Evolution thrives on creativity and Innovation. As it has been rightly said, “Creative thinking ability facilitates the ability to realize innovations.” Innovations are indispensable but are not easy to adopt, further inducing these innovations into the business value chain may not be simple as the implications of the upgraded and advanced tools offered by any entrepreneur or corporate requires compatibility with customer’s expectations and in turn an appropriate customer’s reaction to sustain. Innovation is a multi-dimensional and multi disciplinary concept. Rapid technological innovations have led to the emergence of several new and creative financial products in retail banking. The creativity and innovation in the retail banking is mainly attributable to the rapid advances in information technology, financial sector reforms, growth of the Indian economy, increasing per capita income and several micro level demand and supply related factors. The different innovative products and services offered by ICICI and HDFC bank are: wide variety of Deposit products, Demat Services, ATMs, Cards, Corporate Internet Banking, Kid’s Advantage Account, Cash Management Services, etc. Thus, these banks provide convenience, efficiency, and accessibility to their customers and are gaining more and more importance
Rajni Sofat Sr.Lecturer Guru Nanak Institute of Management & Technology,Ludhiana,Punjab sofatrajni@yahoo.com	Preeti Hiro Lecturer Guru Nanak Institute of Management & Technology,Ludhiana,Punjab preeti.hiro@yahoo.com
Globalization and Value Chain Analysis - A Critical Evaluation
Analysis of economic gain from the globalisation and global trade for a participating nation through value chain analysis is an eye opener for the entrepreneurs and policy makers. In the global trade context, value chain analysis provides an opportunity to determine the income distribution between and among the participating countries. This article attempts to explain the conceptual meaning and practical implication of globalisation. The importance of global value chain analysis in determining the income distribution among the value chain partners is discussed. It is also focusing on the reasons for unequal distribution of income among the participating countries.
	Dr.H.N.Ramesh Lecturer Department of Business Admin University of Mysore Mysore,Karnataka rameshn2003@yahoo.co.in
A Study on Customers' Expectations Towards Share Brokers
The development of Indian economy is based on the effective functioning of capital market. Share brokers are playing vital role in the functioning of capital market. Capital market consists of both primary market and secondary market. The volume of secondary market is more than the volume of primary market. Therefore, a field study was conducted to find out the types of services provided and the level of satisfaction derived from the services provided by the share brokers. The investors are of many types. Like wise, the share brokers are of many types. Some investors are satisfied with the services provided by the share brokers. But, the study was conducted to find out the level of satisfaction derived by the investors out of the services provided by the share brokers. The level of satisfaction of the investors is measured with the help of five point scale i.e., excellent, very good, good, fair and poor. The types of services provided by the share brokers are classified as most important, more important, important, least important and unimportant. Some investors are following on line trading for buying and selling of shares. Therefore, these investors are expecting certain facilities in the software. These expected facilities are ranked on the basis of the weightage scores obtained by such facility. The collected primary data were also analyzed with the help of percentage. The chi-square test is also applied to find out the significant relationship between the level of satisfaction and independent variables like gender, age groups, the level of investment, share broker and the experience of share brokers. Some constructive suggestions are also given to provide best services to the investors.
Dr.R.Ganapathi Assistant Professor Department of Management Sciences SNR Sons College Coimbatore,Tamil Nadu	Dr.T.Ramasamy Reader Department of Business Admn Government Arts College Paramkudi,Tamil Nadu
A Study on Commercial Efficiency of Tamil Nadu Cooperative Sugar Mills
In emphasizing the importance of the sugar industry in the society, it may not be an exaggeration to say that there is none in the present day who does not taste the sugar directly or indirectly. Therefore, sugar is one of the consumption goods, which is required by everyone in the society for one’s household purposes. Sugar industry is one of the best contributors of the revenue both to the central as well as the State Governments. The sugar factories located in various parts of the country work as nuclei for development of rural areas by mobilizing rural resources and generating employment, transport and communication facilities. Over 4.5 crore farmers, their dependants and a large mass of agricultural labour are involved in sugarcane cultivation, harvesting and ancillary activities. The sugar industry employs over 5 lakh skilled and unskilled workmen, mostly from the rural areas.
	Dr.S.Ganesan Lecturer Xavier Institute of Management & Entrepreneurship,Bangalore