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When 4Ps B&M requested ACNielsen to answer all these accusations about the ranking being unbelievably preposterous, the reply was straight out of an operations manual, “We have a special unit called ‘Measurement Science’ and everything we do is statistically measurable! We make sure that the business we do touches our client’s lives!” That was a sweet reply surely. But reality be damned, ACNielsen’s “proprietary” Winning Brands Model seems to be churning out results more farcical than Enron’s accounting tricks.
Even Father N, Casimir Raj, Director, XLRI, known to be extremely soft-spoken, talked strongly in a frank discussion with 4Ps B&M ridiculing the survey, “I have my doubts on how a perception based survey can actually be used to judge the true quality of b-schools. It is all a top-ofthe- mind ‘thing’, and ACNielsen is actually misleading the students by making them decide through only a perception based survey. Look at the institutes that lie ahead of us. Can anyone believe such a survey?” Sir, we surely don’t; and we assure you, once this article gets published, neither will the management world!
Going through the investigations were the hardest part for us, because we could not believe how such fraudulent surveys were legally allowed to get printed! But then, walking out of the campuses of one of the leading b-schools in India, the words of IIM Lucknow’s Professor Sushil Kumar, which best described the management world’s sentiments towards ACNielsen – the modern day half Nelson – resonated in our minds, “The people who test us should be the ones to be evaluated first!” Can we add Sir, “Perceptually!”
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Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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