![]() Financial Daily from THE HINDU group of publications Friday, May 21, 2004 |
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Life
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Work Life Marketing - Trends The travelling executive Baskar S. Ayer
Marketing is an area where the executive is constantly on the move. Most marketing executives invariably spend a full week or two every month, meeting their customers and prospective clients, surveying their requirements, making cold calls, which they hope to ultimately convert into sales. Other than marketing, even people in the Service Departments, Training, independent small entrepreneurs, businessmen and consultants also travel extensively, touching at least three-four destinations every month. So how does this executive tribe look at what is an integral component of their job? Is travel something they look forward to or is it a bother they dread? Does their recurring travel affect their personal lives? If so, how? What about women executives who travel? Do they feel any differently from male executives? What about the wives at home who keep seeing off their jet-setting husbands every other week or worse, every other day? How do they feel? These are some of the questions that Mindscan, a Chennai-based market research company, explored in a study across Chennai. In the series of interviews that followed with travelling executives (both male and female) who are away from home for at least a week to a month, this is what was found. From the findings one thing came through clear, and that is the extremely positive attitude towards travel. It is not that these executives merely realise that travel is an integral part of their job, but the fact is that they enjoy every bit of it. Sample these reactions:
As you can well see, there is a palpable feeling that official travel is perceived to be a truly refreshing activity, despite the strains and occasionally even weariness associated with travelling. When asked what life would be like for them without travel on the job, these executives were horrified. Apart from feeling completely disoriented without travel, they felt they wouldn't be able to stomach the monotonous `9-5 grind'. "Nine-to-five jobs are too monotonous... These travelling breaks keep me ticking... ," said one executive. Added another, "No, I can't imagine having a job without travel... That's not for me." Interestingly enough, a few people said that travel adds an element of variety in their life, and without travelling, they feel "tied up." So much for these hotshot executive travellers. Now what about the wives who get left behind at home? How do their husbands' hectic travel schedules affect them? The study found that initially the wives did have problems as getting used to the idea of a travelling husband what not easy, and there were times when they would miss them, especially during life's happier moments. Here's a glimpse at their response:
They also felt a greater burden of responsibility, as they had to play the dual role of both father and mother when their husbands were away. One housewife talks about how she "had to do all the work and also the jobs that he usually does at home so that was a problem." But, and this is significant, this period of `unease' with their husband's travels lasted only for a short time. Once they learnt to handle it, rather than find it a burden, they actually started enjoying this `freedom'. In fact, they now feel that their husbands' absence from home was a blessing in disguise as it facilitated their growth in more ways than one. And now it's not a tale of woe that you'll hear in the following sentences:
Ask them now what they would feel should their husbands stopped travelling on business and you'll get reactions of how it would curb their independence and leave them with less time for themselves. So, it came as no surprise to hear this: "I will lose the time I get for myself. So, for both of us, it is better that he travels!" Absence makes the heart grow fonder. And there's no better example of this than when you hear the housewives say that their husbands' travel keeps the relationship on a healthy plane. While one wife felt that her husband should travel "at least a little bit, as that'll bring harmony in the family", another felt that she needed these "short intervals to understand my husband better." The good old adage on distance making the heart grow fonder too comes into play as one wife pointed out, "You look forward to seeing him and he is eager to see you, so that's good." Others felt that a little time away from each other helped sort out small fights or misunderstandings. More important, "the husband also learns to miss the wife, who is otherwise taken for granted!" Interestingly, when housewives say that they `miss' their husbands, it is not so much for the things that these husbands do as for their `overall presence'. This is especially the case if the woman also happens to be working. Women also miss their husbands' presence on the domestic front when, say for instance, someone at home needs medical attention or they need an extra hand with the children during examination time. But the men who think that their wives are enjoying themselves while they are away on business, should take heart. For, while a couple of days without their husbands do give them more time and space for themselves, it was found that the wives couldn't tolerate this absence for more than three days. While one woman said that she could put with an absence for a "maximum of two to three days," beyond which she "can't manage without him", yet another feared she would "go mad if he stayed out any longer." As for the travelling executives, homecoming is when they de-stress and make up for lost time with the family. They find greater meaning in togetherness after a short separation. Listen to what they have to say after a hectic schedule on the road:
So what does all this tell us? On-the-job travel is part of corporate lifestyle. So, get ready to pack your bags and make the most of it. Picture by Shashi Ashiwal
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