Nurturing

a
Distinct Corporate Identity, Differently
 Background

Companies generally adopt the following

means of mass communication
ProductAdvertising
Press Releases
Presence in electronic media

Few companies have exploited the power of

a management oriented book as a means of
communication. Notable exceptions are
Tatas, Birlas, Godrejs, Bajajs etc. in India;
GE, IBM, Goldman Sachs, McKinsey, Disney
etc. internationally.
 Book

A book is a superior means of communication

for the following reasons
Unlike
other media, a book can give a complete
message

The credibility of an independently authored and

objectively written book cannot be matched

The company that is featured in the book is in a

much better position to express its views on the
message than is possible with most other means
of communication
 Book

A good management oriented book would cover the

following
Promoters and key employees contribution to the
success of your company
Rationale for various businesses and how they fit in the
context of the competencies, mission, vision and values
Critical inflexion points in the evolution of your company
How the company / group has helped various
stakeholders; and also how the stakeholders contributed
to your company
A review of the management techniques and styles of
your company in the context of developments in the
management world
 Book

Benefits to you are

Better appreciation of your identity and incidental reputational
benefits with the target audience (identified in the next slide)
A recognition and documentation of the efforts of senior
executives in building your organisation
The book would be a source of knowledge and pride for your
employees at all levels, giving them something new to discuss
in their circles.
In the process of writing the book,
We may get ideas on various strategic management initiatives
that could benefit you. We will be glad to share these thoughts.
We will gain useful insights into your company and its
philosophy, which would help us play a role of external coaches
for your employees in future. As you are aware, such
independent coaching is gaining importance internationally
 Book

The book would be targeted at the following

zOpinion leaders
zManagement practitioners
zProspective partners
zStudents of management
zAcademicians
zBureaucrats
zInvestors
Sections of the book could become case studies for
Indian and international business schools, thus creating a
favourable impression among this significant community
of tomorrows leaders.
 Book

There are two approaches to such a management book

zBiographical / Historical Present the past in an interesting
style laced with anecdotes.
zResearch oriented Analyse various actions and
management approaches with a view to distil the learning

The research oriented approach gives maximum leverage in

corporate identity because
zCredibility grows exponentially with research
zIt would be possible to position the company on the cutting
edge of management thinking.

The research and writing would take around 6 8 months. The

time period can be fine-tuned, once we freeze on the scope of
the book.
 Book

What we need from you

zThe success of such an initiative would critically depend
on the commitment at the top
zWe would need one interaction of a few hours with each
senior employee, with follow up meetings based on need.
zWe suggest that you identify one senior employee to
provide ongoing support for this initiative. He would be
part of our various brain storming sessions and other
discussions to present the company angle. The person
would also be our contact point for reaching the relevant
people and information within your organisation.
 About us

Sundar Sankaran is Founder-Director of Advantage-India Consulting

Private Limited, a 7-year Strategy Consulting and Knowledge Incubation
organisation
Sundar has a Post-Graduate Diploma in Management from IIM
Ahmedabad (1986-88) and is a member of the Institute of Cost & Works
Accountants of India and the Institute of Company Secretaries of India
Sundar has been associated with the corporate world for nearly 20 years.
He has held key responsibilities at Bajaj Auto (strategy formulation,
corporate finance and investments) and Kotak Mahindra (division head
with profit centre responsibility)
Apart from consulting for several Indian and International companies,
Sundar has handled nearly 300 seminars / workshops for over 5,000
participants on various aspects of Finance and Strategy
The second edition of Sundars book, Indian Mutual Funds Handbook is
under print. The first edition went into 4 re-prints.
Sundar also edits the Advantage-India strategyscape at
www.thinkstrat.info
 Thank You

We will be happy to provide clarifications:

Corporate Office: Client Services:

DBS Corporate Services Pvt. Ltd.,
213, Raheja Chambers,
Nariman Point,
Mumbai 400 021
(91-22) 55805622 / 33
314, Damji Shamji Industrial Complex,
(Next to Toyota), LBS Road,
Kurla West,
Mumbai 400 070
(91-22) 25105876, 25138945

info@advantage-india.com
www.advantage-india.com
www.thinkstrat.info