To demonstrate a radically different way of thinking about the basic issues of IT business.

To debate certain questions of crucial importance to IT firms and draw some vital albeit tentative conclusions about them (Some of the questions are listed in the "contents" section below).

To sensitize the participants to the fact that strategy is more about planning the chessboard (e.g., what is relevant to tomorrow’s customer) rather than playing the game (e.g., pushing boxes, software or even solutions).

For: Middle level executives (marketing, strategy, sales) in multinational and big Indian IT firms, CEOs and top management of small IT firms, senior executives from advertising, PR, Direct Marketing companies who assist IT firms, executives in non-marketing disciplines in IT firms who want to acquaint themselves with strategy, business and marketing aspects of IT business.

Contents: Consider some questions of importance to the IT domain: -

What are the pre-requisites to charge a premium in an IT product or service? (Of course, some companies like IBM do it, but how does a run-of-the-mill IT company achieve it? More importantly can it charge a premium at all?)

Is it desirable to become a price leader (i.e. crash prices) in the software domain? Or does it lead one to a commodity trap?

Who are my competitors? (Kodak did not see Sony as its competition just as Sony did not see Apple as its competition. More importantly alarm timepieces did not see cell phones as their competition). So who are my open and hidden competitors? What are the big shifts in the market (e.g. Intel moving from memory chips to microprocessors in yesteryears or hardware to platform branding in the recent past)? How to create/identify/benefit from the big shifts?

How do Indian IT firms fight the competition from MNCs who have deep pockets, access to technology and the ability to wait? Conversely how do the MNCs fight the low cost operations and nimbleness of Indian firms?

Fees:

Residential: Rs. 30,000/-
Non-Residential: Rs. 22,000/-

Mail your queries to
Prof. Y. L. R. Moorthi : ylrm@iimb.ernet.in

Chief Programmes Officer,
Indian Institute of Management Bangalore,
Bannerghatta Road, Bangalore - 560076.
Phone: 080-26993742 / 3264 / 3475
Fax: 080-26584004 / 26584050
E-mail: edp@iimb.ernet.in
Website: http://www.iimb.ernet.in/
Refer: CoolAvenues' MDP Alert

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