REVIEW - Asia Pacific Institute of Management

Chairman’s MessageThe movement towards a global economy and unprecedented economic and technological changeshave given rise to great opportunities for development of newer methods and practices in the field ofmanagement. With companies’ growing awareness of increasing opportunities as well as competitivethreats, they are looking for management graduates, who with their fresh insights, updated intellectualcapacity and innovative ideas can develop strategies for sustainable growth. Asia-Pacific Institute ofManagement (AIM) intends to contribute to this challenging situation by providing various mechanismsand dissemination platforms for keeping our faculty and students updated. Asia Pacific Review newsletteris one such dissemination mechanism for students, faculty and other readers.The objective of the Newsletter has been to benefit the AIM readers as well as those from academic and Government organizationsbesides the corporate world -- through publishing articles of business interests written by learned AIM Faculty members in theirfunctional areas of expertise and giving Campus updates for various events.I am very happy that Dr C.S.Arora, Professor and Area Chairperson (OMDS) has volunteered to be the Editor of Asia PacificReview from this issue onwards. With his extensive practical and academic orientation, I expect that under his leadership, thisnewsletter will be gradually shaped into a platform for intellectual exchange among our esteemed readers and also serve as aninstrument for imbibing thought leadership to students,I convey my best wishes for an enlightened readership of this Newsletter.A. K. ShrivastavaChairmanAsia-Pacific Institute of Management.From the Editor’s DeskOn joining this prestigious Institute as a Faculty, it has been my pleasure to have been additionally assignedthe role of Editor of Asia Pacific Review newsletter. Asia Pacific Review had been the quarterly Newsletterof AIM. However because of some reasons, one issue got missed after January-March 2010 issue, and sowe have now come out with a combined issue (Vol. VIII, No. 2 & 3) to reflect the developments from Apriltill end September 2010.The objective of the Newsletter had been to benefit the students and other readers -- including otheracademic and Government organizations besides the corporate world -- through publishing articles ofbusiness interests written by learned AIM Faculty members in their functional areas of expertise. Thepresent issue has covered the articles/ reports on contemporary topics like Promotion of Carbon Literacy for EnvironmentalSecurity, Using Social Networking as a Marketing Tool, an interesting article on What they don’t teach you in Business Schoolsabout Emails, reports on two Annual Convocations and other campus events. Among other contents, we have also given detailsof Faculty Publications, and Additions to AIM Family since last issue.Apart from being an instrument of dissemination of latest updates at AIM, this newsletter will be gradually shaped into aplatform for intellectual exchange among our esteemed readers and also serve as an instrument for imbibing thought leadershipto students, faculty and all others. Towards this direction, an article from a PGDM student has also been included to motivateother students.Being the first issue edited by me, I’m aware of some possible shortcomings which may need improvements in the futureissues. I solicit the valued observations and suggestions of all colleagues of AIM family to make this prestigious newsletter withenhanced level of contents and visibility of our coveted Institute.For bringing out this issue, I was fortunate to get the able assistance of Ms. Priya Pabreja for this activity. I was also benefitedby the informal advice of Ms. Neha Suri, an earlier Editor for reviving this Newsletter and preparing ourselves for invigoratingit further.Happy Reading!Dr. C. S. AroraProfessor & Area Chairperson (OMDS)Editor, Asia-Pacific Review02Newsletter of Asia-Pacific Institute of Management

PROMOTION OF CARBON LITERACY FORENVIRONMENTAL SECURITYDr. A. N. SarkarSr. Professor (IB)The Copenhagen School defines the referent object of environmental security as theenvironment as such, or some strategic part of the environment. Historically, thedefinition of international security has been debated extensively by political scientistsand others, and has varied over time. In the academic sphere, environmental securityis defined as the relationship between security concerns such as armed conflict and thenatural environment. A small but rapidly developing field, it has become particularlyrelevant for those studying resource scarcity and conflict in the developing world.According to the UN definition “Environmental threats that countries are facing area combination of the degradation of local ecosystems and that of the global system.These comprise threats to environmental security.”Carbon neutral is a term used to describe any organization, entity, or process thathas a net greenhouse gas (GHG) emissions level of zero. Since carbon neutralityonly requires a net greenhouse gas emissions level of zero, organizations do notneed to eliminate all carbon pollution to become carbon neutral. While a zero carboneconomy may be possible in the future, present technology, infrastructure, and theavailability of alternatives to carbon emitting devises make it impossible to continuethe status quo without carbon pollution. For example, it would be impossible for manyindividuals, businesses, and other organizations to stop using fossil fuel-consumingtransportation and continue with their basic operations. However, these same entitiescould achieve carbon neutrality without needing to wait for alternatives to fossilfuelpowered transportation to become widely available. These organizations couldreduce or eliminate emissions wherever possible and offset carbon emissions wherereduction or elimination of emissions is not an option. Organizations may also chooseto offset emissions when it costs less to purchase offsets than to reduce emissions.Climate Science Literacy is an understanding of your influence on climate andclimate’s influence on you and society. A climate-literate person:• understands the essential principles of Earth’s climate system,• knows how to assess scientifically credible information about climate,• communicates about climate and climate change in a meaningful way, and• is able to make informed and responsible decisions with regard to actions that mayaffect climate.No single person is expected to understand every detail about all of the fundamentalclimate science literacy concepts. Full comprehension of these interconnectedconcepts will require a Systems-thinking approach, meaning the ability to understandcomplex interconnections among all of the components of the climate system.Moreover, as climate science progresses and as efforts to educate the people aboutclimate’s influence on them and their influence on the climate system mature, publicunderstanding will continue to grow.During the 20th century, Earth’s globally averaged surface temperature rose byapproximately 1.08°F (0.6°C). Additional warming of more than 0.25°F (0.14°C)has been measured since 2000. Though the total increase may seem small, it likelyrepresents an extraordinarily rapid rate of change compared to changes in the previous10,000 years. Over the 21st century, climate scientists expect Earth’s temperatureto continue increasing, very likely more than it did during the 20th century. Twoanticipated results are rising global sea level and increasing frequency and intensityof heat waves, droughts, and floods. These changes will affect almost every aspectof human society, including economic prosperity, human and environmental health,and national security.Newsletter ofAsia-Pacific Institute of ManagementIn this issueChairman’s MessageFrom the Editor’s DeskPromotion of Carbon Literacy forEnvironmental SecurityWhat They Don’t Teach You In BusinessSchools About Emails!Using Social Networking as aMarketing ToolBollywood Movies Promotion:The Exotic WaysAIM PGDM course wins AIU recognisationAnnual ConvocationsInitiation 2010Guset Lectures at AIMIndustry Visits of the AIM StudentsSeminar/Conf./Workshops attended by FacultyFaculty PublicationsCampus UpdatesAdditions to AIM FamilyEditorial TeamEditor: Dr. C.S. AroraAssistance: Ms. Priya PabrejaCorrespondentsProf. Prriya RajDr. Pranav SaraswatMr. O. P. SinghMs. Mithu GuptaMr. Manish PathakMs. Rashmi ThakurEditorial OfficeAsia-Pacific Institute of Management3&4, Institutional Area, Jasola,New Delhi 110025Tel : +91-11-42094800Fax : +91-11-26951541E-mail : editor.newsletter@asiapacific.eduWebsite : http://www.asiapacific.eduPrinted & Published byMr. A K Shrivastava, on behalf ofAsia-Pacific Institute of Management,New Delhi 110025Designed & Printed byPrintocrat Inc.C-111/2, Naraina Indl. Area, Phase-I,New Delhi 110028, Ph. 42415499Newsletter of Asia-Pacific Institute of Management 03

Many of the world’s leading companies are taking steps to voluntarily reach carbon neutrality by reducing their own direct andindirect emissions and offsetting their remaining emissions by developing a portfolio mix of carbon offsets from internationalmarkets. These efforts are fostered through Carbon Literacy Initiatives and programmes. Carbon literacy, in essence, embracesthe following attributes : (i) refers or means to possess a general knowledge or awareness of the concepts, causes, and the effectsof atmospheric pollution or greenhouse gases on the environment, especially in relation to the climate of earth as in climate changeor global warming; (ii) to have the skills necessary to limit or reduce personal and/or collective impact, i.e. carbon footprint, on theenvironment through more efficient and wise use of available resources and energy; (iii) to have the knowledge and skills necessaryto participate in personal carbon trading systems and platforms which focus on financial incentives and investments in new methods,systems, and technologies that limit or reduce greenhouse gas pollution, as in carbon capturing or carbon sequestering, and theresearch and development of alternative energy sources.Some companies might argue that they recognize the threat of climate change and try to act responsibly;but also some of the motivations for offsetting here will be strategic—they might be to meet CorporateSocial Responsibility (CSR) obligations, to generate goodwill, or to attract the growing number ofcustomers attracted by environmental action. The overall framework of such Action plan that couldbe used to bridge the gap between the Carbon Literate vis-à-vis Carbon Illiterate Society is shownbelow:No single person is expected to understand every detail about all of the fundamental climate scienceliteracy concepts. Full comprehension of these interconnected concepts will require a systemsthinkingapproach, meaning the ability to understand complex interconnections among all of thecomponents of the climate system. Moreover, as climate science progresses and as efforts to educate the people about climate’sinfluence on them and their influence on the climate system mature, public understanding will continue to grow.Climate is an ideal interdisciplinary theme for lifelong learning about the scientific process and the ways in which humans affect andare affected by the Earth’s systems. This rich topic can be approached at many levels, from comparing the daily weather with longtermrecords to exploring abstract representations of climate in computer models to examining how climate change impacts humanand ecosystem health. Learners of all ages can use data from their own experiments, data collected by satellites and other observationsystems, or records from a range of physical, chemical, biological, geographical, social, economic, and historical sources to explorethe impacts of climate and potential adaptation and mitigation strategies.In the coming decades, scientists expect climate change to have an increasing impact on human and natural systems. In a warmerworld, accessibility to food, water, raw materials, and energy are likely to change. Human health, biodiversity, economic stability,and national security are also expected to be affected by climate change. Climate model projections suggest that negative effectsof climate change will significantly outweigh positive ones. The nation’s ability to prepare for and adapt to new conditions may beexceeded as the rate of climate change increases.Reducing our vulnerability to these impacts depends not only upon our ability to understand climate science and the implications ofclimate change, but also upon our ability to integrate and use that knowledge effectively. Changes in our economy and infrastructure aswell as individual attitudes, societal values, and government policies will be required to alter the current trajectory of climate’s impacton human lives. The resolve of individuals, communities, and countries to identify and implement effective management strategies forcritical institutional and natural resources will be necessary to ensure the stability of both human and natural systems as temperatures rise.WHAT THEY DON’T TEACH YOU IN BUSINESS SCHOOL ABOUT EMAILS!Ms. Mokshda Bhushan(Lecturer in Communication and Soft Skills and French)What is the first thing employees do when they reach office? Yes, you guessed it right: they check their emails! Email writingforms an important part of the productive time of any employee in any organization which is computerized.Nowadays, email has replaced to a great extent pen and paper to become THE means of communication within a company aswell as with external clients.Thousands of emails are written everyday at work, and yet as employees, we fail to understand the importance of not only emailsas an official means of communication and keeping proper email etiquette at all times.Business Schools also fail to drill into their MBA students the importance of writing proper emails, and respecting the basics ofgood email etiquette, some important ones being listed below:(i) Use proper email language to convey a professional image or your company and yourself.(ii) Keep your emails short, concise and to the point04Newsletter of Asia-Pacific Institute of Management

(iii) check out your grammar, spelling and punctuation mistakes(iv) Proofread your emails once more before sending them ( an email once sent cannot be retrieved )(v) Never break the chain of an email if discussion is on same topic(vi) Use caps only when necessary ( otherwise, people will think you are shouting)(vii) Keep your email recipient in mind when emailing [ he/she may not be familiar to same idioms, culture, slang and humoras you](viii) Avoid discussing your private life over office emails as there is no privacy in emails, especially in office emails!What is not taught in business schools about emails is the following:(i) There is no such thing as a confidential email sent or received in the office. The systems administrator has the ability toread any and all e-mail messages you send.(ii) Monitoring of employee e-mail by employer: Most company management surreptitiously monitor employee emailsbecause they want to make sure employees are not wasting time on frivolous emails and also to ensure that companysecrets are not being leaked to unauthorized sources.(iii) Emails as legal evidence: Emails sent from office are considered to be company property and can be retrieved, examined,and used in a court of law AGAINST YOU! Under most Information Technology legislations in the world, e-mails sentfrom the office are regarded as official company communications regardless of content and can expose you and yourcompany to unnecessary risk and liability.(iv) Emails can be easily modified and forwarded to anybody, without your knowledge and consent; even to your boss!Measures to protect your company and yourself against potential lawsuits:(i) Make sure you know what you are writing and to whom;(ii) Ensure you have an email trailing system for your emails. Companies should ensure their emails have an audit trail whichprevents the employees from modifying their emails without an audit trail of their actions. The audit trail can then beexamined by a forensic examiner who will establish if the emails have been deleted, modified in case of disputes.(iii) Archive your emails systematically and in real time.(iv) Keep a backup of all your emails. You never know when you may need them to prove your case!USING SOCIAL NETWORKING AS A MARKETING TOOLMs. Charu BhartiAssistant Professor (Marketing)“Social networking is the practice of expanding the number of one’s business and/or social contacts by making connections throughindividuals.”Many organizations are now turning to social networks as a valuable communication tool and, if used effectively, they can greatlyenhance their online presence, in the form of effective promotion.To achieve success with the online marketing, the marketers need to have a presence in the environment that their clients inhabit.With two thirds of the world’s internet population visiting a social network or blogging website, and the sector now accounting forover 10% of all internet time, websites such as Face book, Linked In and Twitter are channels that marketers can really tap into.We are still in early stages of the transformation social media and social networking is having on marketing. Traditional marketingis undergoing a transformation due, in large part, to the Internet and social networks and social media. The evidence is everywhere,for example, many consumers no longer look up items in the Yellow pages; they search for them on the Internet.Social networking can be an excellent way to acquire new customers and retain existing ones. The real value is the way marketerscan engage with their audience on a personal level. Instead of simply ‘sell sell sell’, social networking is about the kind of two-waycommunication which helps to build a long term relationship. Of course, this form of interaction may not be suitable for all brands,but many organizations are benefiting from making their brand more personable.Many people consider social networking websites as a tool used only by teenagers. In fact, most people consider all social networkingwebsites as different websites offering the same service! This is a common misconception, and the truth is that most differ in theNewsletter of Asia-Pacific Institute of Management 05

service(s) that they provide; choose the appropriate social network(s) based on the organization’s client base and marketing strategy.For instance, You Tube is a video sharing website which provides users with the ability to upload and share video clips, whereas Facebook incorporates a range of features (such as email, instant messaging, image and video sharing etc.) into a single user interface.Social networking websites can build online communities around various organizations, where clients and prospective customers caninteract with like minded individuals. These communities provide an insight, as well as useful feedback, that can help the marketersimprove their products and/or services to better suit the needs of the people who matter; their target audience. Maintaining the firm’sor marketer’s profile on these social networking websites is a worthwhile exercise as marketers will be able to see first hand how themarketing strategy and tone of voice they has used to communicate with their client base is received. Such valuable feedback canassist in improving their marketing campaigns, and the overall brand values their company projects.Social networking is opening up exciting new ways of communicating with audiences; like some marketers like Make my Trip, Yatraetc., have recently used Twitter in conjunction with their website to document their clients’ travels to many domestic and foreignlocations, and gained many new fans/followers along the way. There is no doubt that the further development could be seen in thisarena in the near future, and it would be surprising to see just how much of a benefit social networking can be to so many organizations.Marketers can no longer rely on mass media channels to “push” their communications to consumers in this new customer-focusedenvironment; they must embrace new strategies if they wish to succeed (Sawhney and Kotler, 2001).A recent US study (Corporate Executive Board, 2008) categorized five key objectives of social networking strategies, namely (i)improve customer understanding, (ii) promote issues of social concern, (iii) promote products and services, (iv) facilitate internalknowledge sharing, and (v) increase brand awareness. Leading companies such as Unilever, Xerox, P&G, Virgin, Toyota, JP Morgan,CISCO, IBM, Burger King and Honda had successfully utilized social networking websites.References• Sawhney M.S. and Kotler, 2001. The Age of Information Democracy, Kellogg on Marketing, New York: John Wiley and Sons, pp. 386-408.• Study of Corporate Executive Board, US, 2008, available at http://www.snc2008.com/conference-sf-2008.php.• Lansky Dvorah, 2008, Maximize-Your-Effectiveness-on-Social-Networks, available at: http://ezinearticles.com/Maximize-Your-Effectiveness-on-Social-Networks id=1964992Acknowledgement: I would extend many thanks to Dr. Harbhajan Bansal, who is my Ph.D. Guide, for his valuable and esteemedguidance always. This article has been extracted from my Ph.D. work.BOLLYWOOD MOVIES PROMOTION: THE EXOTIC WAYSJatinder Kumar, PGDM 2nd Year Student, AIMGuided by Ms. Charu Bharti, Assistant Professor (Marketing)Marketing is a function requires co-ordination, planning, implementation of campaigns. Bollywood is the name given to theMumbai-based Hindi-language film industry in India. When combined with other Indian film industries (Tamil, Telugu, Bengali,Malayalam, Kannada), it is considered to be the largest in the world in terms of number of films produced. Indian cinema foundmarkets in over 90 countries where films from India are screened. It is evident that big stars follow different marketing strategiesto promote their movies uses reality shows, play different interactive games with audience to promote their movies Study thecore of the film and understand the depth of the story is essential before constructing a promotion plan. Marketing budget ofmovie depends on the promotion strategy of movie and its target audience. Movies promotions do not depend upon the singlepromotion source rather then they have to promote in different ways to attract more audience into the theatres. Mentioned beloware some different methods to promote movies:-• OUTDOOR Movie PromotionIn Outdoor movie promotion, movies are promoted through live events, prize contests, tie up with games and are promoted outsidethe multiplexes. Celebrities start doing different things like playing interactive games with the public. One example was Aamirkhan traveled in disguise in different parts of the country as alternate reality game to promote its movie 3 Idiots. Movies startusing transport vehicles for movie promotion like auto rickshaws. Some movies like Dev D used radio as a means of promotion.To involve public in the promotion of movie, celebrities participated and hosting debates on real issues. Actor’s special looks forparticular movie and even not showing actor/ actress face in promotional ads is also a one way to create curiosity in the minds ofaudience. Locations used in movie are used as post-movie release promotion tool and increased the recall value of movie.06Newsletter of Asia-Pacific Institute of Management

• INDOOR Movie PromotionIn Indoor movie promotion, distributors and multiplex operators play a major role and movie is promoted inside the multiplexestheaters using teasers, ushers, all the spots of theatre like washrooms, cafeteria, trash cans, seats, etc. Take this example; duringthe release of What’s Your Rashee, Inox had come up with 12 flavors of popcorn at its cafeteria for the 12 zodiac signs.• CO-BRANDING & MerchandisingCo-Branding movies and products succeeds when the movie and the brand target the same audience. An important variable inco-branding is “the fit between the movie and the brand”. Merchandising is also a one way of promoting movie because it notjust serves as link between fans and brands but also provides a great publicity base and a recall factor for the movies.• Music as a promotion toolAn elaborate music release function is held for movies as it is an important way of garnering attention. Any music releasefunction is usually covered by the press and a few television channels. Movie soundtracks provide an opportunity to promotethe movie much before its release.• Controversy as a means of Movie PublicityControversies provide either negative or positive publicity to a movie. Controversies may be artificially created or may be itactually based on some fact. Like in case of MY Name Is Khan Movie is popular by Shiv sena controversy.Movie promotion by using Digital media• INTERNETInternet as a medium to promote a film is a viable option as it offers a wide platform of activities like reviews, trailers, bulletinboards, email, and blog for marketing movies which in turn creates a buzz about the film. An online campaign on the other handcosts only one-tenth of the amount a producer will spend advertising the film in the print medium. While talking about crossmediamarketing, one can’t overlook the buzz around online movie marketing. For bollywood, there is a lucrative overseasmarket and then there is the urban market too. For these segments, web is the best medium through which to be informed abouta movie. Movie promoters launched movie website for better interaction with the people. Movie Promoters can also formedstrategic alliance with other websites. Use social networking websites, blog & online diary for movie promotion.• MOBILE PHONESConsumers want SMS short reviews as well as schedule of theatres on the mobile. A substantial segment of the population isfavorable to games related to films. Contests and dynamic updates available on cellular networks generate repeat look ups.RecommendationsBased on he above data, following are my recommendations on the same:-(i)(ii)Celebrities support social causes only before the pre-release of the movie and then forgot but if they remain support orpromote the cause after post release for some longer time (e.g. 2 weeks just after post release) it will definitely attract moreaudience into theatres and attract good publicity.Celebrities need to spend more time with the general audience pre and post release of movie to enhance the belongingnessof audience with the movie and spread word of mouth about movie.Referenceshttp://www.glamsham.com/movies/features/10/feb/18-bwood-controversy-marketing-stones-twitter-box-office-021013.asphttp://www.thehindubusinessline.com/cgi-bin/bl.pl?subclass=174http://hindi.way2movies.com/?p=1285http://timesofindia.indiatimes.com/Entertainment/Bollywood/Mast-movie-marketing/articleshow/4709674.cmshttp://www.indiastudychannel.com/projects/4700-Indian-Movie-Marketing.aspxhttp://www.thehindubusinessline.com/catalyst/2010/01/14/stories/2010011450050100.htmNewsletter of Asia-Pacific Institute of Management 07

Asia-Pacific Institute of Management PGDM course wins AIU RecognitionAsia-Pacific Institute of Management has added one more feather to its wings. The Association of Indian Universities(AIU) has recognized the PGDM course of our Institute and declared it equivalent to MBA course of the otheruniversities for five years period. Now PGDM holders of the Institute may enroll for higher studies in the domesticand foreign institutions for PhD and other research projects.”13th Annual ConvocationLord Meghnad Desai, Leading World Economist & Professor Emeritus- London School of Economics was the Chief Guestat the 13th Convocation of Asia-Pacific Institute of Management for its Two- Year Full- time AICTE approved Post GraduateDiploma in Management programmes:PGDM, PGDM-Marketing, PGDM-International Business, and PGDM-Banking andFinancial services (2008-2010 batches) at its campus286 students of the above Post Graduate Diploma in Management (PGDM) programmes of the 2008-10 batch were conferreddiploma during the convocation. Lord Meghnad Desai handed over the medals for scholastic achievement to the top rankingstudents.The convocation was declared open by the Chairman, Mr. Amarendra Kumar Shrivastava, which was followed by a welcomeaddress by Dr. B.B.L. Madhukar, Member, Board of Governors. Dr. D. K. Banerjee, Former Director, highlighted the majoractivities and achievements of the Institute in his annual report presentation.Delivering the convocation address, Lord Meghnad Desai, Chief Guest, said, “I am delighted to be a part of the 13th AnnualConvocation for the students of the Post Graduate Diploma in Business Management Programmes of Asia-Pacific Institute ofManagement. Asia-Pacific Institute of Management is one of the leading business schools in India in imparting professionalmanagement education of very high academic standard. I am very happy to learn that the Institute is grooming students todevelop all-round personality mixed with core competencies and decision-making skills to shape them as future corporateleaders who can take responsibilities transcending all geographical boundaries. I take this opportunity to convey my heartycongratulate all the graduating students, their parents, faculty, staff and all the stake holders”.Over the year the students of Asia-Pacific have performed well and have won accolades in various spheres of corporate life.Thanks to the industry oriented curriculum, corporate interface and rich delivery of programmes by its distinguished faculties.The dignitaries being escorted to the diasLord Meghnad Desai, Chief Guest on the dias08Newsletter of Asia-Pacific Institute of Management

The Vice-Chairperson conferring the DiplomaA view of the Diploma awardeesDignitaries on the dias for 13th Annual ConvocationW henyou know athing, to hold that youknow it, and when you donot know a thing, to allowthat you do not know it: thisis knowledge.- Lord ChesterfiedlsNewsletter of Asia-Pacific Institute of Management 09

12th Annual ConvocationAsia-Pacific Institute of Management, New Delhi, organized its “12th Annual Convocation” for its flagship AICTE approved andNBA accredited Post Graduate Diploma in Management (PGDM) programme on Friday, 16 July, 2010. Mr. Pratyush Sinha IAS,Central Vigilance Commissioner was the Chief Guest for the Convocation and Mr. S. Sridhar, Chairman and Managing Director,Central Bank of India and Chairman, National Housing Bank was the Guest of Honour. The convocation was declared open bythe Chairman, Mr.A.K.Srivastava which was followed with a welcome address by Dr. B.B.L. Madhukar, Member of the Board,Asia-Pacific Institute of Management. Dr. D. K. Banerjee, former Director, highlighted the major activities and achievementsof the Institute in his annual report presentation. Mr. Pratyush Sinha delivered the convocation address and handed over themedals for scholastic achievement to the top ranking students. The Post Graduate Diploma in Management (equivalent to MBA)was awarded to 125 students of 2007-2009 batch. Mr. Punit Sachdeva recieved the overall all-rounder medal. Commentingon the occasion, Mr. Pratyush Sinha, Chief Guest said, “It gives me great pleasure to participate in the convocation ceremonyof the budding professions of tomorrow who are representatives of our future. I heartily congratulate the students who havegraduated from this coveted institute. PGDM is a prestigious degree with salary potential and career advancement. The institutehas definitely instilled the power in you to be successful managers of tomorrow. India’s success story is unique in many ways.By 2013, our country will overtake Japan to become the 3rd largest economy. The role of budding managers will fuel India’seconomic growth in a sustained manner. There are three approaches for managerial success which are creativity, innovation andlocalization. I wish you all a very successful career ahead”.Shri S. Sridhar, Guest of Honour said, “It gives me immense pleasure to be at this impressive convocation ceremony of Asia-Pacific Institute of Management. You must consider yourself lucky to be able to receive your degree in person. You have torealize yourself and have a clear long term vision in life to be a successful entrepreneur. You have tremendous opportunitiesbefore you and have the benefits of reasonably strong platform of structure, governance, processes and market. that you can buildupon. Today, it is absolutely necessary that you develop domain expertise. This is a platform on which the super structure ofmanagement, efficiency and public relation are based. It‘s not what happening to you now or what has happened in the past thatdetermines who you become rather it‘s a decision about what to focus on , what things mean to you, and what you are ongoing to doabout them that will determine your ultimate destiny. I wish you all the very best as you chart your own distinctive path of glory.’Congratulating the graduating studentson having received the prestigious PostGraduate Diploma in Management, Dr.Dilip Kumar Banerjee, former Director,Asia-Pacific Institute of Management,New Delhi said, “We are happy aboutthe consistent growth in academic andextra-curricular achievements of ourInstitute. We are now considered oneof the top business schools of India.Asia-Pacific Institute of Management,New Delhi has made significant stridesin the field of academic excellence,industry- interface and managementresearch. The Institute receivedthe much coveted accreditationfrom NBA, the National Board ofAccreditation, for its flagship PGDMProgramme which started in 1996”.Mr. Pratyush Sinha, Central Vigilance Commissioner, Chief Guest lighting the lamp “Our students are now contributing indifferent spheres of the corporate worldusing the knowledge acquired at the Institute by excelling in their chosen field of management. We, at Asia-Pacific Instituteof Management, aim to create a stimulating learning atmosphere conducive for overall development of our students to makethem a good manager and a good human-being .The Institute applies a pro-active and industry-oriented academic approachfor preparing students to face the challenges of today’s competitive business environment with confidence using innovation,creativity and problem-solving approach built during the delivery of PGDM programmes”, he added.10Newsletter of Asia-Pacific Institute of Management

The Dignitaries being escorted to the dias.Mr S.Sridhar, Guest of Honor addressing the audienceA view of the Diploma awardees on the eve of 12th Annual ConvocationNo man who hasonce heartily and whollylaughed can be all togetherirreclaimably bad.- T homas CaryleNewsletter of Asia-Pacific Institute of Management 11

‘Initiation 2010’‘Initiation 2010‘, a star-studded Induction Day Programme and Inauguration of XV Academic Session for the class of 2010-2012 of PGDM, PGDM-Marketing, PGDM- International Business and PGDM-Banking & Financial Services was organizedon 22nd June 2010 at AIM Campus. The function was inaugurated by Magsaysay Awardee Dr. Kiran Bedi, IPS (Retd.) with aPowerful and Inspiring Address ; Mr. Pradeep Gupta, Chairman, Cyber Media (India) Limited and Mr. Anurag Batra, Chairmanand Editor-in-Chief, exchange4media group also shared their secrets to achieve success in business with management studentsIn his welcome address, Dr. Dilip Kumar Banerjee, Former Director, Asia-Pacific Institute of Management, New Delhi said, “Intoday’s competitive world, it is extremely important to build new hopes everyday and strive for the best in life. ‘Initiation 2010’is an endeavor to lend a glimpse to the road ahead which has immense opportunities to explore and outshine in life. It is all aboutacquiring personal and organizational skills and competencies; develop capability to adapt to diverse cultures, socio-economicenvironments, and various kinds of organizational and institutional set-ups.”Delivering her address as the chief guest for ‘Initiation 2010’ Dr. Kiran Bedi, IPS, inspired the fresh management students to bethe best and to be ready to take up challenges. She mentioned: “The world, today, is all about the survival of the fittest, mentally,spiritually and physically. To be a winner, we already know the ‘what’ and the ‘why’. I will tell you about the ‘how’ of it. Thereare six steps to excel in life: inspiration, aspiration, perspiration, self examination, renunciation and finally illumination.”Drawing from her own life experiences, Dr. Kiran Bedi highlighted that inner inspiration has to be more than merely material.One needs to have an inner aspiration to succeed and be ready to give the perspiration it takes to make it. “An inductionprogramme can be a life changing milestone for all you budding professionals, but the key is to keep focus and enhance yourinner visualization”, she added.Dr. Kiran Bedi, Chief Guest addressing the studentsMr. A. K. Shrivastava, Chairman honoring the Chief Guest with a momentoThe guests of honour at “Initiation 2010”, Mr. Anurag Batra and Mr. Pradeep Gupta made the evening extremely interesting byciting examples from their own life and also narrating stories with success mantras. They gave their own perspective on howto become successful entrepreneurs and to look at unusual careers with innovation.Mr. A.K.Shrivastava, Chairman; Dr. BBL Madhukar and Mr.Sameer Mathur, members of the board of Asia-Pacific Institute ofManagement also graced the occasion .Prof.Subrata Goswami presented the vote of thanks.‘Initiation 2010’ is a first-of-its-kind initiative organized by Asia-Pacific Institute of Management, New Delhi in its seriesof innovative events and industry-interface activities by always being on the forefront of management education. ‘Initiation2010’ has further planned a series of orientation lectures from eminent speakers from various sectors of the industry giving aglimpse of the challenging area of management and what students should focus on while learning relevant subjects and skillsso that they can make a successful beginning in management with their chosen field of specialization in today’s highlycompetitive and ever-changing world of business.12Newsletter of Asia-Pacific Institute of Management

Guest Lectures at Asia-Pacific Institute of ManagementSl.No Date Speaker’s Name Designation Company Name1 22/06/2010 Dr. Kiran Bedi - IPS (Retd.)2 22/06/2010 Pradeep Gupta Chairman Cyber Media3 22/06/2010 Anurag Batra CEO Exchange4media4 23/06/2010 Ms. Neena Bhattacharjee MD OD Consulting5 23/06/2010 Mr. Rohit Vishal Head Enterprise Sales MTS Telecom6 24/06/2010 Mr. Ashok Saigal MD Frontech Technologies Pvt Ltd7 25/06/2010 Mr. David Wittenberg CEO The Innovation Workgroup8 25/06/2010 Mr. Amit Agnihotri Chairman Triumph Media Tech (P) Ltd9 26/06/2010 Major.Gen.Jayant Varme(Retd.) Former Exec. Director Knight Frank (India)10 26/06/2010 Mr. P.K Shrivastava , Head- HR Metzeler Automotive11 29/06/2010 Mr. Mithilesh Kumar Sinha President (Mining) Monnet Ispat & Energy Ltd12 29/06/2010 Mr. Naresh Priyadarshi V.P. Godfrey Philips india Pvt Ltd13 30/06/2010 Mr. Jeremie Rombaut Head Lafarge Boral Gypsum India14 2/7/2010 Ms.Rimy Oberoi , Founder & Chief Learning Oyster LearningOfficer15 3/7/2010 Ms. Nirja Mitekine Head (IB) Grand Thornton16 9/7/2010 Mr. Ajit Mishra Director (Finance) Investcare17 20/07/2010 Mr. Achal Rangaswamy President (Marketing) Bell Ceramics18 30/07/2010 Mr. B.P Rao Chairman & MD BHEL19 30/07/2010 Mr. Anil Sachdev Director-HR BHEL20 30/07/2010 Mr.B.Shankar GM- HR BHEL21 6/8/2010 Mr. B.K.Sharma G.M - Marketing & Delhi Stock ExchangeOperations22 27/8/2010 Shri V.K Gulhati Director (Technical) SAIL23 11/8/2010 Mr. Anand Mohan Asst. General Manager Central Bank of India24 18/08/2010 Mr. Anil Budhiraja Wealth Manager Axis Bank25 14/09/2010 Ajay Kumar Chauhan Assistant Professor Lal Bahadur Shastri Institute ofManagementIndustry Visits of the AIM StudentsSl.No Date Company Batch1 3rd August’10 Bisleri India PGDM - Marketing (Batch 09-11)2 13th August’ 10 Parle Biscuits Pvt. Ltd. PGDM – General (Batch 09-11)3 19th August’10 Kalinga Exports PGDM – General (Batch 10-12)4 27th July’ 10 Bisleri PGDM – Marketing (Batch 10-12)5 10th Sept ‘2010 Parle Biscuits Pvt. Ltd. PGDM -IB , Marketing & BFS, (Batch 09-11)Newsletter of Asia-Pacific Institute of Management 13

Seminars/ Conferences/Workshop Attended by the Faculty• Prof. S. B. Sengupta took part in a Workshop for IAS officers organized by Department of Administrative Reform andPerformance Management Division of CABINET SECRETARIAT, at FICCI House Delhi, on 21 & 22 September 2010.The team he was part of, was declared the winner in the workshop. Own performance was declared as a “Participation ofDistinction”.• Dr. Faisal Ahmed, Assistant Professor of International Business & Strategy was invited to attend a lecture on the Gulf andArab states delivered by H.E. Mr. Mohammed Jassem Al-Sager, Chairman of Council for Arab and International Relationsat Indian Council for World Affairs, New Delhi on 19 April 2010.• He also attended CII Innovation Conclave at India Habitat Centre, New Delhi on 15 June 2010.• Dr. Pranav Saraswat attended a two days Workshop on SPSS 18 version at Jawaharlal Nehru University Delhi.• Ms. Mokshda Bhushan, Faculty of Communication and Soft Skills presented a paper on “The growing importance of emailsand email etiquette in the in today’s business world” in the International Conference on Soft Skills in Himalayan Institute ofManagement, Kala Amb,H.P on 9-10 April 2010.BOOKSFaculty Publications• Dr. A.N. Sarkar, Enhancing Global Competitiveness: Advantage IndiaPublisher: I.K. International Publication, New DelhiISBN 978-93-80026-46-6 / Year 2009Hardback / Rs. 795.00, Pages 432In terms of overall orientation, this book has been so conceived and structured that it has followed a certain natural corollary andlogical framework in comparing Indian economy with the Asian and the global economy in respect to the sectors wherein India isperceived to play a leadership role-both in the regional and the global context. Secondly, an attempt has also been made to identifyareas, where, India, despite possessing a huge potential, could not so far convincingly demonstrate its competitive advantage tocompete globally. Thirdly, competitive advantages in certain chosen fields, wherein India can excel and outperform its competitorsare elaborated and highlighted with broad indication of the future strategy. Last, but not the least, the book has dealt with the varioussectoral investment opportunities in India for achieving global competitiveness.ContentsIntroduction / Global Economy and Global Competitiveness / Global Competitiveness in Regional & National Context / GlobalCompetitiveness-Advantage India / Indian Economic, Industrial and Foreign Trade Policies Fostering Global Competitiveness /Sectoral Investment Opportunities in India for Achieving Global Competitiveness• A. N. Sarkar, Global Business NegotiationPublisher: Pentagon Press, New DelhiISBN0978-41-4274-471-4Hardback: pages 568/ rs.1500.00In past two decades, Globalization has activated and propelled the process of integration of nation economy with the global economythrough virtual removal of all conceivable forms trade barriers across geopolitical boundaries. This, in turn, has opened-up enormousnew vista of trade opportunities for international trading players and partners for business expansion ventures through multilateralcontracts, deals and negotiations in all sectors of economy. Hence, to move on with the fast changing global economy the shape of thingsto come should be to resort to ‘Break-through negotiation’ in most innovative, imaginative and challenging way to overcome crossculturaland geopolitical barriers often confronted with in dealing global businesses. Within the broad parameters of this central theme,the Book on ‘Global Business Negotiation’ provides a comprehensive treatise on the emerging concepts of global trade negotiationsas are relevant and applicable in modern times to increasingly diverse, complex and hyper-competitive business environment. Thebook not only seeks to provide a broad framework of the processes, premises, various modalities as well as conditionality in which toconduct negotiations to eventually create a ‘win-win’ situation; but also hopefully attempts to expose the readers to practical insightsand live examples of successful negotiations that are actually happening in challenging business environment.14Newsletter of Asia-Pacific Institute of Management

• Dr. S. B. Sengupta, Written a book on “A Critical Evaluative Study of Management Education Institutes in North India, ISBNNo: 978-3-639-26200-1” Book has been published by VDM(Verlag Dr Muller) Publishing House Saarbruecken Germany, on17th May 2010. The book is available for viewing and order placement with online bookshops – amazon.com, amazon.co.uk,BARNES&NOBLE (www.barnes&nobles.com), and BLACKWELL (www.blackwell.co.uk).CHAPTER IN EDITED BOOK• Dr. Faisal Ahmed, Assistant Professor of International Business & Strategy published a chapter on “India and the GCC – Tradeand Geopolitical Engagements” in Anwar Alam (ed.) India, Global Powers and West Asia: Political and Economic Dynamics,New Delhi: New Century Publications.• Ms. Mokshda Bhushan’s paper on “The growing importance of emails and email etiquette in the in today’s business world” hasbeen published in a book on “Soft Skills-Key to professional excellence” by Dr Vikas Arora, Global Vision Publishing House, ed.2010.Papers Presented by the Faculty• Dr. A. N. Sarkar & Walter Leal (2010), Economics of Global Climate Change responses and Mode of international Fundingof Climate Projects, Asia-Pacific business Review, Vol. 6 (3), July-September, pp. 17-42.AbstractEnergy-intensive industrialization and various anthropogenic actions by humans over centuries have resulted in a huge build upof Greenhouse gases triggering consequential ‘Greenhouse effects’ and ‘Global warming’. This, in turn, has caused global climatechange with adverse impact on ecology, environment, economy and human health. Among other things, the economic impact ofglobal warming and climate change/ aberration has been widely acknowledged to be phenomenal. In past few years, climate changeeconomics has focused on diagnosing the economic underpinnings of climate change and offering positive and normative analysesof policies to confront the problem. While overlapping with other areas of environmental economics, climate change economicshas a unique focus because of distinctive features of the climate problem, including the long time scale, the extent and nature ofuncertainties, the international scope of the issue, and the uneven distribution of policy benefits and costs across space and time.The ‘Kyoto Protocol’ (1997), ‘Bali Action Plan’ (2007), and of late Copenhagen Accord (2009), have effectively provided, amongother things, the institutional mechanisms and broad operational framework for funding such of those initiatives at local, regionaland global levels that can limit and progressively reduce greenhouse gas emissions through carefully designed mitigation andadaptation actions. In this paper, an attempt has been made to discuss the various economic and financial implications in climatechange impact assessment and thereby help formulation of appropriate strategies, including the mode of transfer of resources andtechnologies from the developed to the developing economy to respond to the various adverse impacts of climate change, primarilythrough mitigation and adaptation actions. The emerging business opportunity, borne out of economic responses to climate changemanagement and Emissions trading in the post-Copenhagen scenario, is also briefly discussed.• Dr. A. N. Sarkar (2010), Carbon Capture Storage and Coalbed methane technologies, PetroMin, March-April 2010,Singapore, pp. 30-56.AbstractThe paper describes some of the advanced technologies that are being currently in use in power generation and energy conservationdevices through modern storage mechanisms by employing system-efficient capture carbon storage (CCS) and coalbed methane(CBM) technologies respectively. The other objective and coincidental benefits of these technologies, as discussed in the paperinclude abatement of greenhouse gas emissions and providing more environmental security. Some illustrative case studies arealso briefly highlighted to test the ground reality as also effectiveness of these technologies. In both cases, the ultimate objectiveis to approach towards achieving carbon neutrality in practice to minimize environmental hazards.Newsletter of Asia-Pacific Institute of Management 15

• Dr. A.N.Sarkar (2010), Emerging Strategic Issues in Global Business Negotiation: Sharing Global Vision, DrishtikonManagement journal, Symbiosis Centre for Management and HRD, Vol. 2 (2), pp. 3-24.AbstractIn past two decades, Globalization has propelled the process of integration of national economy with the global economythrough virtual removal of all conceivable forms trade barriers across geopolitical boundaries. This, in turn, has opened-up newvista of enormous trade opportunities for international trading players and partners for business expansion ventures throughmultilateral contracts, deals and negotiations in all sectors of economy. Hence, to move on with the fast-changing global economythe shape of things to come should be to embrace such of those negotiation policies and strategies that are most innovative,imaginative and challenging to overcome cross-cultural and geopolitical barriers as are often confronted with in dealing globalbusinesses. The paper highlights some of the important aspects that need to be carefully considered for entering into successfulInternational business negotiation through sound processes. In global negotiation, cross-cultural issues figure prominently andlargely determine the success or failures of negotiations, especially for joint ventures. Several Negotiation process Modelshave been developed and tested with varying degrees of success; and yet many more are still evolving- wherein corporateexperiences and modus operandi differ. Among other things, diplomacy and, corporate ethics should play a pivotal role forlong-term sustainability of international negotiation. Best Alternative to Negotiated Agreement (BANA) can be successfullyplanned, tested, executed and delivered in the event the ‘Breakthrough Negotiation’ approach faces rough weather in reachingInternational Agreements. Cultural intelligence and proper analysis of geopolitical factors, especially those that are relevantto multilateral trade agreements under the WTO regime, can go a long way in averting overseas corporate failures in globalbusiness negotiations. The paper highlights these aspects.• Dr. A. N. Sarkar (2010), Strategic Petroleum reserves: How Long will it last? Oil Asia Journal, March-April, 2010, pp. 4-10.AbstractThis article is an overview of the fast-depleting strategic reserve position of oil, both from regional and global perspectives. Thearticle, inter alia, focuses on the current debate on the dwindling Strategic Petroleum Reserve in the larger context of drifting‘Hubbert Peak’ Logistic Curve, covering the oil extraction, depletion pattern and prospects of future discoveries. The implicationof the Hirsch Report pertaining to 3 contrasting scenario of peaking of oil, viz. impact, mitigation and risk management,is also highlighted. The Asia Pacific region’s reserve scene is reviewed with special attention paid to the situation faced byIndia. Overall strategies for oil and gas conservation are briefly touched along with analysis of possible impact of additions topetroleum reserve on world petroleum reserve.• Prof. S. B. Sengupta, “Managing Stress at Work Place” – Paper presented in a Management Development Program forManagers of Indian Bank at their Training Centre in GK-I New Delhi, on 09th September 2010.• Prof. S. B. Sengupta, “Economic Asymmetries and Globalization: Challenges and Opportunities”- Paper accepted forpresentation by IIM (Lucknow) in their International Conference to be held on 16th, 17th and 18th December 2010.• Dr. S. B. Sengupta, “Talent management: An Overview of Concepts, Perspectives, Strategies & Challenges” GyanManagement Journal (accepted for publication in the December 2010 issue of Journal).• Dr. Faisal Ahmed, Assistant Professor of International Business & Strategy, published a paper entitled “From Resourceto Trade Diplomacy – Revealing the Hierarchical Nature of Geopolitics” in Romanian Economic Journal, Vol. 13, No. 1,September, pp. 3-33.AbstractGeopolitical discourses and practices are influencing the direction of strategic and trade diplomacies in the contemporary globalorder and would undoubtedly continue to do so owing to the variations in resource endowments. The geopolitical pursuits couldbe defined by several factors which have been broadly identified as ‘enablers’ in this paper which include both the geo-economicas well as geo-strategic parameters. The paper identifies and models the key enablers of geopolitics and presents its uniquehierarchical framework using the Interpretive Structural Modeling (ISM) technique. The paper also reviews the literatures of16Newsletter of Asia-Pacific Institute of Management

topical relevance and presents a critical evaluation of the evolution of geopolitical thoughts. The paper advances the view ofthe evolving global order by arguing that the contemporary global geopolitics is not merely about supremacy through powerand colonial expansion but about sustainability of state’s competitiveness through co-existence and interdependence. The paperintends to develop a confluence between resources, trade and geopolitics and also to contribute to advancement in geopoliticalanalysis through a comprehensive, yet flexible modeling technique.Keywords: geopolitics, resource, RTA, multipolarity, ISM.JEL Classification : F50, F53, F55, F59.• Dr. Faisal Ahmed, Assistant Professor of International Business & Strategy, published a policy paper entitled “Indo-ArabTrade Relations: Framework for Broad-based Engagement beyond Hydrocarbon”, published as a Background Paper forIndo-Arab Seminar on Economic Cooperation organized by ASSOCHAM and Ministry of Commerce and Industry, Govt. ofIndia in Kolkata, West Bengal on 9 August 2010, pp. 12-16. This was an invited paper.AbstractThe contemporary relation between India and the Arab world is multi-faceted and multi-dimensional in terms of the emergenceof several regional and sub-regional identities including GCC, OPEC, OIC, WANA, MENA, and Arab Maghreb Union (AMU),among others. Herewith, it is important to comprehend that The League of Arab States (LAS) spread across North and NortheastAfrica and West Asia reflects one of the most comprehensive identity of the Arab world. The Arab League countries are atdistinct level of development owing to their resource endowments and participation in international trade. In this backgroundpaper, a framework of cooperation between India and the Arab world have been developed with a focus on potential of tradebeyond oil. This derives from the fact that all Arab League countries are not having rich endowments of hydrocarbon and alsothose who possess it are looking for further multi-sectoral engagements beyond hydrocarbon.Keywords: LAS, GCC, Indo-Arab trade, non-oil.• Dr. Faisal Ahmed, Assistant Professor of International Business & Strategy presented a paper entitled “India’s Engagementswith Chile: A Geo-economic Perspective” at the International Conference on Chile in the age of Globalization: India ChileDialogue organized by Centre for Canadian, US and Latin American Studies, Jawaharlal Nehru University, PontificiaUniversidad Catolica de Chile, Universidad del Desarrollo, Santiago and Embassy of Chile at India International Centre andJNU, New Delhi from 27-29 September 2010.AbstractIndia’s geo-economic relation with Chile has shown a remarkable progress in recent years with efforts for a sustainableengagement being made by the Joint Study Group to evolve the existing Preferential Trade Agreement (PTA) into a Free TradeAgreement (FTA). The Indo-Chile PTA signed in 2006 incorporates the Rules of Origin, Preferential Safeguard Measures andDispute Settlement Procedures. Wherein, India offers to provide Chile a fixed tariff preferences ranging from 10 per cent to 50per cent on 178 tariff lines (at the 8 digit level), Chile offers it on 296 tariff lines with preference ranging from 10 per cent to100 per cent. The paper traces the economic history of Chile and discusses the geo-economic evolution of Indo-Chile bilateraltrade relations. It argues that despite the presence of two major trade blocks including Mercado Común del Sur (MERCOSUR)and Andean Community of Nations (CAN) in Latin America, Indo-Chile relations is defined by their historic ties and thestrength of the evolutionary nature of their mutual attention in trade and diplomacy. Moreover, the paper also identifies the areaswith potential for cooperation between the two countries including agricultural infrastructure, minerals and mining, petroleumproducts, renewable energy, original equipment manufacturing (OEM), pharmaceuticals, textiles, tourism and higher education,among others. The paper also makes certain policy recommendations in terms of trade facilitation, market access and publicdiplomacy, for broad-based framework of sustainable engagement between the two countries.Keywords: Indo-Chile trade, economic history, geo-economics, PTA.JEL Classification : F13, F14, F15, F23, N16.Newsletter of Asia-Pacific Institute of Management 17

• Dr. Faisal Ahmed, Assistant Professor of International Business & Strategy presented a paper entitled “The GeopoliticalDisposition of World History” in the 70th Annual session of the Indian History Congress (15-17 May 2010) at University ofDelhi on 15 May 2010.AbstractThe paper intends to position history as a discipline of contemporary analysis and argues that it can only be rendered possibleif its geopolitical disposition is given due impetus in intellectual discourses. The first part of the paper finds out the causalrelation between geopolitical discourses and history. It traces the evolution of geopolitical discourses from Ratzel to Kjellén toMackinder and beyond; scrutinizing several theories and history of diplomatic imperatives including the organic state theory,heartland theory, German school of geopolitical thoughts, geopolitics in the unipolar world, cold war geopolitics and the postcoldwar geopolitics. It has been analyzed on the basis of whether the geopolitical discourses have shaped the courses of historyor have emanated from them. The paper also makes an extensive review of Mackinder’s Heartland Theory of 1904 and arguesthat this theory did find relevance during the period of the great wars as well as during the cold war era, whilst also beingrelevant in the contemporary world order where, for instance, the regional instabilities across the world owe much allegianceto the fulfillment of certain specific neo-imperialist ambitions. The second part of the paper outlines some factors includingspace; resources; trade and regionalism; and, strategic interventions which can redefine historical discourses in a geopoliticalperspective. Space leads to presence of resources, which in turn, leads to a state’s urge for increasing trade collaborations.Evolution of trade strengthens the geopolitical gravity of a state and it is subjected to strategic interventions of several forms.The analysis in this part is deemed to necessarily create the climate for international urge for transition from power supremacy toco-existence and interdependence. The paper incorporates evidences from world history to support the arguments of geopoliticaldisposition as a tool of contemporary analysis.Keywords: Geopolitical disposition, geopolitics, world history, historical discourse.• Dr. Bijaya Mishra, Asst. Professor (OB/HR) ‘The Learning Enabling Structure: Validating a Measuring Instrument”, ArticlePublished in Indian Journal of Industrial Relation( IJIR), Oct, 2010Other Activities undertaken by FacultyINVITED AS SPEAKER• Dr. Faisal Ahmed, Assistant Professor of International Business & Strategy was invited as Speaker in Indo-Arab Seminaron Economic Cooperation organized by ASSOCHAM and Ministry of Commerce and Industry, Govt. of India in Kolkata,West Bengal on 9 August 2010. The theme of his Address was “From Civilizational Ties to Trade: Public Diplomacy asa Missing Link”. The other speakers included Ambassadors and Charge d’Affaire of member countries of the League ofArab States.• He also organized a Lecture on “Economic Diplomacy and India’s Negotiating Stance at the World Trade Organization(WTO)” by Prof. Charan Wadhva (Professor Emeritus, Centre for Policy Research and Founder Director, ICRIER) atAsia-Pacific Institute of Management on 15 September 2010.18Newsletter of Asia-Pacific Institute of Management

Campus UpdateIndependence Day at Asia-Pacific Institute of ManagementCelebrated With A Cultural ExtravaganzaThe dignitaries on the diasThe cultural programme in progressA view of the audience at the Independence Day CelebrationsNewsletter of Asia-Pacific Institute of Management 19

Digital BrandingA Special Interactive Session‘Success Mantras for Digital Branding’‘Success Mantras for Digital Branding’ – a special interactivesession on branding was delivered by Mr. Puneet Mehrotra,Director, Nano Science and Technology Consortium (NSTC)on Friday, September 17, 2010. In addition to various otheronline platforms launched by him, Mr. Mehrotra is alsoa director with ConWiz, a digital branding company.Hedelivered this special session to senior PGDM students ofAsia-Pacific Institute of Management, New Delhi.In his presentation, Mr. Mehrotra highlighted as to howchanges happening on the Internet space are changing the wayMr. Puneet Malhotra from NSTC delivering the talk companies need to plan and implement their digital brandingstrategies to make the maximum possible use of emerging trends in the online consumer behavior to build, sustain and growtheir brands. He included several real-life business examples from a wide spectrum of businesses illustrating how well-knownbrands are leveraging the Internet to build powerful digital brands using emerging digital opportunities, platforms and socialmedia, such as Facebook, YouTube, Twitter, Blogs, etc.Mr. Mehrotra was welcomed by Dr. N. H. Mullick, Area Chairperson, Marketing at Asia-Pacific Institute of Management anda vote of thanks was given by Prof. Prriya Raj, Professor of Marketing at Asia-Pacific Institute of Management, New Delhi.INDUSTRY LIVE !Mr. Anand Mohan from CenralBank of India delivering the talkA Brand Presentation on Central Bank of India Made by Its Management Team toStudents for A Live Project on Brand AuditIn the series of innovations that Asia-Pacific Institute of Management, New Delhi is knownfor, ‘Industry Live!’ has been launched as one more such initiative.Under ‘Industry Live!’ initiative, live projects are given to management students, furtherenriched by close – interaction with the industry so as to provide strategic insights tostudents in to real business issues from industry perspective. This helps students to dorelevant research and come up with practical recommendations that can be used by theindustry immediately.In the area of Strategic Brand Management, a live brand audit project on ‘Central Bank ofIndia’ (the first Indian bank launched nearly 100 years ago and the official banker to theCommonwealth Games) had been offered to senior management student. While the studentswere working on the group project, a detailed corporate brand presentation was developed bythe company with senior managers from Central Bank of India making a detailed interactivepresentation on the brand about the heritage of the brand, important milestones, variousachievements made during the last 100 years, latest brand status, current brand activities andglimpses of planned future brand strategy for the next few years.The interactive presentation, well-received and well-appreciated by students, was arrangedby Mr. B.N.S. Ratnakar (General Manager), and was made by the Central Bank of India teamheaded by Mr. Anand Mohan (Assistant General Manager) and Mr, Ravi K. Iyer (AssistantManager – IT ) on Wednesday, 11th August 2010. The team from Central Bank of India waswelcomed by Prof. Prriya Raj and bouquets were presented to them by students of PGDM(Marketing) - Class of 2009-2010.20Newsletter of Asia-Pacific Institute of Management

SHAURYAShaurya (the E-Cell) of Asia-Pacific Institute of Management gives impetus to the development of budding entrepreneurs. It is aplatform to showcase and hone one’s entrepreneurial skills. It was found in 2007 by Prof. Vikas Kumar. The purpose of Shauryais to enlighten the inner self within an individual. Shaurya operates in collaboration with National Entrepreneurship Network(NEN). There are faculty coordinators, Ms. Neha Suri and Dr. Pranav Saraswat, assigned for Shaurya who provide guidanceto its student members and help them in planning out the various entrepreneurial events. There is also Mr. Shadab Mobin,NEN Consultant appointed for Delhi NCR region with whom the faculty coordinators as well as the members of Shaurya candirectly approach for any kind of assistance required. A core committee of five students is appointed in the departments likeHR, Finance, Marketing, IT and Operations and then the members of Shaurya are assigned various departments to ensure thesmooth flow of work.In addition to these events, Shaurya members have also participated in the various events organized in the various institutesin Delhi NCR region and won several prizes. Shaurya provides students an opportunity to meet the expert entrepreneurs. Theentrepreneurs who have visited the campus are Mr. Sudershan Banerjee (MD & CSO, IMB- Advisory), Mr. Rohit Sarin (FounderPartner, Client Associates), Mr. Kunwer Sachdev (Chairman Sukam Power Systems), Mr. P. K. Biswas (General Manager ofNational Small Industry Corporation), Mr. Alok Srivastava (Founder and Director of Network Nuts), Mr. Samar Vijay (Director,Invest Care) and Mr. Ravindra Dabbiroo (Founder, ZICE Holidays).Carrying on the with tradition of providing students the opportunities to develop their entrepreneurial skills, Shauryahas planned forthcoming events which include an Inter-college event, B-Plan Competition and other entrepreneurshipbasedevents.To teach is to learn twiceover.- Joseph JoubertNewsletter of Asia-Pacific Institute of Management 21

Additions to AIM FamilyFacultyDr. Satyanarayana DashIAS(Retd.)Sr. Professor & President (Corporate Affairs)(Presently Officiating as Director)Highest Qualification: Ph.D (Economics)Date of Joining: 01st July’2010Dr. Ashutosh KumarAssistant Professor (Marketing)Highest Qualification: Ph.DDate of Joining: 15th June’2010Dr. C S AroraProfessor (OM)Highest Qualification: Ph.D (BusinessAdministration)Date of Joining: 01st Oct’2010Dr. Pranav SaraswatAssistant Professor (Finance)Highest Qualification: Ph.DDate of Joining: 15th June’2010Dr. N H MullickProfessor (Marketing)Highest Qualification: Ph.DDate of Joining: 21st June’2010Dr. Shaily VermaAssistant Professor (IB)Highest Qualification: Ph.DDate of Joining: 01st July’2010Dr. Rajnish Kumar MisraAssociate Professor (HR)Highest Qualification : Ph.DDate of Joining: 01st April’ 2010Dr. Sanjeev ManchandaAssistant Professor (IT)Highest Qualification: Ph.DDate of Joining: 02nd July’2010Dr. S Samar AliAssociate Professor (QT/OR)Highest Qualification: Ph.D(Operations Research)Date of Joining: 07th October’2010Dr. Monika JainAssistant Professor (Economics)Highest Qualification: Ph.DDate of Joining: 02nd August’2010Dr. Pankaj KumarAssistant Professor (Economics)Highest Qualification: Ph.DDate of Joining: 31st March’ 2010Dr. Harendra KumarAssistant Professor (Economics)Highest Qualification: Ph.DDate of Joining: 01st October’2010Dr. Bijaya Mishra,Assistant Professor (OB/HR)Highest Qualification: PhDDate pf Joining: 15th April’ 2010Mr. Arindam BanerjeeAssistant Professor (Finance)Highest Qualification: FICWA (CFP)Date of Joining: 29th September’201022Newsletter of Asia-Pacific Institute of Management

FacultyMs. Charu BhartiAssistant Professor (Marketing)Highest Qualification: UGC NETDate of Joining: 01st October’2010Dr. Prachee MishraSr. Lecturer (OB)Highest Qualification: Ph.DDate of Joining: 01st April’ 2010Mr. Praveen JuyalAssistant Professor (Finance)Highest Qualification: MBA (Finance)Date of Joining: 21st September’2010NON – Teaching StaffMr. Anand KumarChief Administrative OfficerDate of Joining: 21st September, 2010Mr. Rahul KumarSr. Executive (Accounts)Date of Joining: 15th July, 2010Mr. Navneet AgarwalHead ConsultancyDate of Joining: 15th June, 2010Mr. Ekhlak AhmedExecutive (Web Designing & Systems)Date of Joining: 19th July, 2010Mr. Sanjeev Kumar SharmaExecutiv`e Sec. to PresidentDate of Joining: 01st September, 2010Mr. Manoj Negi,Executives (Systems)Date of Joining: 02nd August, 2010Ms. Shraddha ShuklaCompany SecretatyDate of Joining: 05th June, 2010Newsletter of Asia-Pacific Institute of Management 23

RNI No. DEL ENG/04/126119State-of-the-ArtConference Hall & AuditoriumFor booking, please contact :Mr. Ranjit Kumar - Manager AdministrationASIA-PACIFIC INSTITUTE OF MANAGEMENT3 & 4, Institutional Area, Jasola, opp. Sarita Vihar, New Delhi-110 025Phone: 011-42094800, E-mail: mailtous@asiapacific.edu24Newsletter of Asia-Pacific Institute of Management