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Mr. Phaneesh Murthy, CEO-iGATE Global Solutions On the 19th of October 2004, the Department of Management Studies (DoMS), IIT Madras conducted its third CEO Speak, a quarterly event where the students invite eminent business leaders to share their views, ideas and experiences in context to their businesses. Mr. Phaneesh Murthy, CEO, iGATE Global Solutions was the Guest of Honor for this event. Prof. L. S. Ganesh extended a warm welcome to Mr. Murthy followed by a brief talk on the MBA programme and its curriculum. Mr. Phaneesh Murthy spoke on "Evolving Business Models in Global Services". He shed light on how countries can use different growth models. He said that IT companies are born by creating discontinuities, "Companies should learn to create discontinuity to make it big". He spoke about the disadvantages from the market perspective regarding the old models. Mr. Murthy stressed on the point that process work should be domain intensive - important companies of the world look at global value networks. They figure a way to source their non-competitive products in a newer model. The new business services provisioning shifts the onus on use, eliminates high costs and all those disadvantages faced by the old model. Mr. Murthy expressed his belief that the four P's of marketing maybe modified in the current scenario. He formulated his own marketing strategies, which he called the ABCD of Marketing. A-anytime anywhere model, B-brand promise, C-communication, D-price discovery. He stated that there is no such thing as a price. Price should be what each individual consumer can bear as against to what the market can bear. Mr. Murthy was very generous in spending time with the students and answering their questions. He generated deeper insights into the corporate world. The practical inputs provided by Mr. Murthy helped the students relate the theory with the practice of management. Contributed by - |
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