SP JAIN GLOBAL BLOGS

 

Topics: Thought Leadership

Written by Gleffany Pispis, Master of Global Business (MGB) student. SP Jain School of Global Management – Class of 2015.

Topics: Master of Global Business, Thought Leadership

Written by Adnan Yahya, Master of Global Business (MGB) student. SP Jain School of Global Management – Class of 2015.

Topics: Thought Leadership

What is Neuroscience?

Reactions occur in a fraction of seconds. The brain functions and responds to the stimuli even before one consciously has the time to comprehend what happens. The cortex allows you to speak fluently and coherently, to plan for what you are going to say next, to focus your thoughts, to calm you nerves, and to respond to questions. Most of that is going on beyond awareness.

Topics: Thought Leadership, Disruptive Technologies

In many occupations, there are mandatory professional development requirements. Practitioners have to satisfy accreditation boards in terms of their self-education with respect to prescribed hours of attendance at seminars, workshops and conferences or completing on-line modules of study and various formal or internet exams. Others, for whom there are no prescribed hours of further study, are motivated and interested in ‘lifelong learning’ which has been defined as the ongoing, voluntary, and self-motivated pursuit of knowledge for either personal or professional reasons. However, what has been little studied is the extra out-of-class self-directed learning that takes place while students are formally enrolled in a full-time university course.

Topics: Thought Leadership, Faculty Insights

With India’s continuous shift towards digitalisation of payment transactions, cybercrime has become more and more lucrative for cybercriminals. If the magnitude and multitude of data breaches reported worldwide in the recent past is any indication, India has a lot to be concerned about. It is reported that cybercrime is projected to reach $2 billion by 2019, which is a four-fold increase in the cost of security breaches over 2015. Likewise, during the last year, unknown malware downloads rose by over 900%, with more than 970 downloads per hour compared to 106 in the previous year.

Topics: Thought Leadership

Total advertising spending in the US is on an ever-increasing curve. In 2014 American businesses spent over B$180.12 (Emarketer, 2015). Globally in 2015 over B$540 billion was spent on advertising, a 4.6% increase over 2014 (Adage, 2015) with the general public being exposed to an increasing number of the ad. In 1985 the urban American would see around 2,000 ads per day with this number shooting up to 5,000 ads per day in 2016 (NY Times, 2015). Yet out of a sample of 350 ads watched per day only 153 ads would receive attention for more than a few seconds (SJ insight, 2014). Measuring advertising effectiveness has always been the greatest challenge of marketing and advertising professionals. There are two main methods for measuring advertising effectiveness: One focuses on measuring indicative marketing metrics such as awareness, preference, customer satisfaction, loyalty, and the other focuses on measurement of tangible marketing metrics such as sales, market share, profits, return on investment, cash flow, firm value. The complexity of measuring advertising effectiveness increases if the variable “emotion” is introduced. An emotional message in advertisements increases the audience attention toward the ad and product, boost product attractiveness, and generates a higher level of brand recall and various research have found that that emotion is a predictor of advertising effectiveness. There are various methods to evaluate emotion in advertising research. The emotional response can either be measured using self-report or autonomic measure. The visual self-report requires the respondent to choose a cartoon character matching his or her emotional state, while in verbal self-report respondents answer an open-ended question or rate their emotional state on a Likert-type scale. Self-reports usually capture the conscious state of the individual while the autonomic capture the body’s reactions. Body’s reactions such as heart rate fluctuation, or variation in skin acidity are most of the time beyond the conscious control of the individual while self-report or surveys suffer from heavy bias, for example, the Theory of Social Desirability posit that interviewees will tend to avoid socially unacceptable responses or will tend to provide answers which he or she perceives to be matching the value system of the interviewer. SPJAIN Neuroscience lab uses noninvasive facial recognition software to investigate the potential link between emotion and advertising effectiveness. Facial muscle involved in expressions are linked to the cerebral cortex through the corticobulbar track and reflect the activation of the brain’s amygdala region which is responsible for all potential value of all facial expression. In this research we uses GFK-EMO Scan, facial recognition software developed by Munich based Franhofer institute. GFK-EMO can record over 20 frames per second enabling an accurate measure of real-time emotional responses. Two safe driving ads from the UK were shown to a group of 60 participants and their emotional reaction were recorded. Both ads convey the same message about the danger of speed and road safety. While one ad used a highly affective message strategy, the other ad relies mostly on rational strategy. The high emotional video presents a dramatic car accident with casualties, and convey a high level of negative emotions including grief, fear, and shock. The low emotional ad delivers scientific facts about the danger of speed. Right after watching the ads and two weeks after watching the ads the students were requested to answer a survey adapted from the National Survey of Speeding Attitudes and Behavior (NSSAB).

Topics: Marketing, Thought Leadership

Economics primarily relates to making appropriate choices with respect to resource allocation using a cost benefit analysis. Managerial Economics therefore focuses on effective decision-making at the firm level with respect to price and output determination. It helps make better management decisions by providing a foundation to Business Strategy.

Topics: Thought Leadership

“We need to teach people to do things holistically. Part of the problem of education is who the suppliers are”, quips Louis Lataif (Former Manager – Ford & Dean – Boston University). Professor Lataif’s remark can hardly be doubted as a recent report by a team from the Association for the Advancement of Collegiate Schools of Business (AACSB) found a substantial gap between the real-world needs and management education in this era of globalisation.

Topics: Thought Leadership