The Hindu Business Line : `Innovation key to marketing'

"INNOVATION is important for sustenance in marketing," said Mr Rajendra Kumar, Managing Director of Auro Ace Management Pvt Ltd, Chennai, to students of Rao's Institute of Management Studies, Nellore, while delivering the inaugural lecture of the Business Line Club.

In a speech replete with anecdotes, he shared the lessons and experiences gleaned from his long stint in marketing and HR. While analysing why many MBAs are unable to meet industry expectations, he said only 25 per cent of the students take management education out of choice, while the rest select it because of parental pressure, friends' suggestions, societal compulsion and better prospects.

He further stressed, "Irrelevance of specialisation to one's attitude is why people do not get jobs. It is not because jobs are not available." He also made it clear that "a management degree is not for entry into `married life' but for a `career life'."

Dismissing the suggestion that small-scale industries do not offer scope for management graduates, he said, "SSIs are also looking at MBAs as they have a better thought process."

Outlining various career opportunities under the streams of HR, he said, "even though HR plays a pivotal role in any organisation it is a thankless job." He added, "Industry needs HR persons who can understand the methodology of recruitment processes."

On the perception that women perform better than men in HR, he said it could be because of the intuition that they possess. "Women are able to gauge a person quicker than men," he added.

He further said, "Women entrepreneurs are more successful than men because they are able to read the negative things."

"HR in ITES and BPO is just recruitment," he said, calling upon management graduates to "join manufacturing companies as you will gain experience of all the cross functionalities."

He called upon MBAs to join the hundreds of growing and small-sized HR consulting outfits.

Besides 300 students of management, the programme was attended by Dr. Y. Koteswar Rao, Director of Rao's Group of Institutions, Nellore, Dr M.S. Narayana, Principal, Mr K. Sivaji Ganesh, HOD, and Mr G. Kalyan, Placement Cell Co-ordinator of Rao's Institute of Management Studies.

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