Management, Marketing and Retail: July 2016

Usually the MBA dissertation involves a empirical study where great emphasis is placed on the rigor of the research methodology, data collection and data analysis. There are different types of projects which are part of various MBA programs and offering students a choice in selecting what is appropriate for them is always a good idea. These projects might not perfectly fit what is expected as a dissertation, however they are valuable learning opportunities which will be useful as options for a term project or a mini project. The challenge for large Indian public universities however is evaluating them all on a equal footing when different students pick different types of project within one cohort. This calls for substantial training of evaluators.

The various types of projects can be listed as

1. Business Process Optimization/simplification
This type of study will be possible in a large organization where one can study in detail any one business process, identify bottlenecks/pain areas, and suggest what can be the process. Even formats being used/ technology etc can be considered in the process. The purpose of such a study is to identify issues within a process and suggest improvements/simplification/cost reductions.

2. Business Model of the Organization

with a detailed study of each of the components. Tools like the Business model canvas/value chain analysis can be used. Description of the various components of the organization's business model in students own words after gathering secondary data and primary data from interviews with executives and customers etc. Comparison with other players in the industry will be useful as well as any history of the development of the model (how it has changed over time)

3. Executive Shadowing Report

Role, responsibilities, background, Observations, interview, reflection etc apart from Company/department background.This study will involve shadowing 2 or 3 executives in one organization over a period of 30 days. This means observing the executive at work, seeking information about the topics of interest to the student with a plan for observation and Questions to ask for each day. A specific theme based on any specific management topic can be chosen based on the Manager/Executive being shadowed and the organization. The objective is to understand the manager’s mindset and practical aspects of day to day business.

4. Digital transformation

Study potential for a process/business to become digital with cost/benefit analysis or study the process/challenges of digital transformation in an organization.
This is also a study of the process/product/ service in detail to identify opportunities to digitize in the organization. The effort, training and costs as well as likely benefits of such a change can be estimated.

5. Benchmarking studies

One or more areas are chosen and the current practices/policies in the organization are studied. Best Practices (from published sources or based on a primary survey within the industry to find best practices) are compared with the organization's practices and suggestions provided in the context of the organization.

6. Demand forecasting studies

Using a combination of trend plotting and industry analysis.When sales data of the organization is shared and industry data and trends are available, studies about shifts in customer wants for the particular category are accessible, then this type of study can be taken up. This should include industry analysis, industry trends, industry sales and projections, organization and its sales, sales forecasts using all the available data/trends.

7. Competitive analysis ( Marketing, HR, Supply chain )

This is making a competitive analysis or a comparative study of a few players within the same industry as the organization in which student is doing the project. For example ‘Compensation and benefits for nurses among corporate hospitals in Bangalore’ ‘Employer branding – Comparison of Wipro with Infosys’, ‘Promotion strategies to market 4G data plans – Competitive analysis’

8. NGO diary

A daily report on working with a NGO including NGO profile, reflections, and contributions.This is similar to the Job shadowing except that it should include discussion about the cause the NGO is working for and the contribution of the student to the NGO during the project . Ideally a management aspect should be considered for tasks/work to be done at the NGO.

9. Innovation Journey

Tracking how an innovation idea (product/service/process)was germinated to its full scale implemented and results thereof within an organization.

10.Case Study

A Case study about a situation in a firm/industry. SWIF i.e Student Written Instructor Facilitated Cases are a fun and interesting learning option that add significant academic value as they can be published and help other learners. Dr.Paul Michael Swiercz's guide to SWIF case writing is a invaluable starting point for such cases. Planned interviews with Business Executives in itself a great learning experience.

Surely there are other types and I will be very happy to improve my list with your sharing your knowledge on this. Your feedback /comments will be really valuable.

The Uthly is a new offering from the restaurant chain UpSouth. It is a nice combination of a couple of mini-uthappams, iceberg lettuce, a vegetable cutlet and maybe a slice of idli dipped in molagai podi and oil. It is being presented and sold much like a burger. It is not exactly fusion as all the ingredients and preparations are part of authentic South Indian cuisine. I am not sure if there is any name for this type of adaptation in how food is sold. UpSouth has chosen the presentation really close to the burger, including butter-paper wrapping, size/shape, lettuce, and ketchup sachets instead of any Chutney. We loved the taste even if it was not delivered 'fast' as in fast food!