Management Perspectives

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Advertising’s effects

by John Philip Jones and Mary Baumgartner Cyrus
Indian Management February 2022

"Busting the following myths:
MYTH 1: Half my advertising is wasted, but I do not know which half
MYTH 2: Clustering television spots in ‘bursts’/ ‘flights’
MYTH 3: The dominance of low-involvement brands
MYTH 4: As a brand grows, its advertising must be increased at the same rate
MYTH 5: Sales promotions have a much stronger effect on sales and profit than advertising does"

Latest Articles

Nurturing tomorrow’s unicorns

The next decade must build on the last. With the policy architecture now in place, the focus shifts to execution excellence, collaborative governance, and relentless iteration. By aligning incentives, removing residual friction, and fostering a culture that celebrates calculated risk, India can transform its startup ecosystem from a national success story into a global benchmark.

by ULLHAS PAGEY
Indian Management July 2026

Humanity over automation

In a world racing towards automation, efficiency, and artificial intelligence, leadership is at risk of losing something vital: its humanity. We are surrounded by dashboards, frameworks, operating models, and algorithms promising certainty in uncertain times. Yet the most effective leaders today are those who lead unmistakably like humans.

by Emmanuel Gobillot
Indian Management April 2026

More From The Category

The focus advantage

Myth 1: Running multiple businesses in parallel reduces risk. 
Myth 2: More features add more value 
Myth 3: A rough early mvp will damage your reputation 
Myth 4: Always say yes to customer requests 
Myth 5: AI will solve focus for founders

by Igor Ryabenkiy
Indian Management April 2026

The culture delusion

MYTH 1: Culture is your values, mission, and purpose statements.
MYTH 2: Engagement scores tell you how healthy your culture is.
MYTH 3: Culture is owned by HR.
MYTH 4: Strong cultures should be unified and consistent everywhere.
MYTH 5: Culture is soft, secondary, and separate from performance.

by Michael Henderson
Indian Management March 2026
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