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Book Review - The Amul India Story - By Ruth Heredia

Every morning 20 lakh women across 10,000 villages bring in milk worth 5 crores, are now celebrating their economic independence. Thanks to the great co-operative movement called “The Amul India”. CONTENTS OF THE BOOK This is a story of a dream to which the interacting faith of a great many people finally gave substance. The book has been classified into 6 chapters namely: Ø The field Ø Sowing the seed Ø Tending a sapling Ø The tree grows Ø Bearing fruit Ø Nestling in the branches The author’s purpose of writing emphasizes the white revolution and the realization of the dream with the kaira district co-operative milk producers union. The author quotes ”Swasthi prajaabhyaha paripaalanthaam nyaayyaen, maargaenn mahee maheeshaaha, go-brahmannaebhyaha shubham asthu nithyam, lokaaha samasthaaha sukhino bhavantu”. The quote reiterates the purpose and objective of which the co-operative movement was started. The Field chapter realizes the requirement for a co-ope...
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Interrelationship Between Operations and Marketing in Reducing Demand Risk - Article published in Journal of Marketing Channels - Shreyas Srivatsan

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Interrelationship Between Operations and Marketing in Reducing Demand Risk June 2009 Journal of Marketing Channels  16(3):227-243 DOI: 10.1080/10466690902934524 Authors: Shreyas Srivatsan Tata Motors Subrat Sarangi KIIT University Abstract Organizations today have a daunting task of managing varied demand needs of customers to be delivered at doorstep and also at a competitive price. Researchers have suggested different ways to counter the bullwhip effect in the supply chain through factoring for safety stock, countering behavioral forecasting inefficiencies through coordination stock, and setting up a single view of the global supply chain with the aid of technology, to name a few. However, the lack of a well-defined and organized, process-driven approach in managing the demand and supply planning process leads to demand–supply imbalance. In this article we discuss the practices followed by the best-in-class organizations in managing the critical link between the marketing and ope...
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Technology Enhancing Customer Relationship Management: A Review - Published in Indian Journal of Marketing - Shreyas Srivatsan

Technology Enhancing Customer Relationship Management: A Review Indian Journal of Marketing Volume 42, Issue 8, August 2012   Abstract Organizations are bound to work with their stakeholders who are internal employees to external customers. With certain objectives to deliver, organizations reach out to customers with certain value based products and services. To enable to reach out their objectives, they take the support of other players in the ecosystems such as suppliers and vendors. Thus, a relationship booms in the entire gamut of the ecosystem. Streamlining of the supply chain occurs for reducing cost, increasing accessibility and enhancing profitability, with the help of technology, resulting in augmented customer satisfaction. This article tries to review the impact of the product life cycle on revenue and volumes and also the impact of technology on the customer relationship management in the 21 st  century. https://indianjournalofmarketing.com/index.php/ijom/article/v...
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