Perfect Relations Dgital at MDI Social Media Discussion

20-21 NOVEMBER

Management Development Institute, Gurgaon
Delphique 2010
INDIA INC.
THE PATH TO TREAD
IN THE NEW DECADE

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DELPHIQUE 2010


Contents
Management Development Institute, Gurgaon ............................................................................................... 3
Delphique ....................................................................................................................................................... 4
Note from the Secretary .................................................................................................................................. 5
Acknowledgements ......................................................................................................................................... 6
Our Sponsors .................................................................................................................................................. 7
Our Knowledge partners ................................................................................................................................. 8
Inauguration ................................................................................................................................................... 9
Research Panels ............................................................................................................................................ 10
Communications panel .................................................................................................................................. 10
Entrepreneurship Panel ................................................................................................................................. 15
Finance Panel ................................................................................................................................................ 18
Human Resources Panel ................................................................................................................................ 22
IT Panel ......................................................................................................................................................... 26
Marketing panel ............................................................................................................................................ 30
Operations Panel........................................................................................................................................... 33
Strategy Panel ............................................................................................................................................... 36
Social Responsibility Panel............................................................................................................................. 40
Valedictory .................................................................................................................................................... 44
Media Coverage ............................................................................................................................................ 45
Feedback from Panelists................................................................................................................................ 50
Photo Gallery ................................................................................................................................................ 52
Team Delphique ............................................................................................................................................ 53
Contact Us .................................................................................................................................................... 54


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DELPHIQUE 2010

Management Development Institute, Gurgaon













Management Development Institute (MDI), Gurgaon, a top business school in India, is a flourishing cauldron of
excellence in management education, high quality research, executive development, and value added
consultancy. Having established its footprint worldwide, MDI‟s vision is to become one of the top business
schools in the world.

MDI‟s vision brings a global perspective to all its activities. Driven by this vision, MDI has constantly
endeavored to grow and consolidate its global network. Our aim is to incorporate the world‟s best academic
practices into all our programmes, namely our management and executive programmes, as also our training
programs for the Top Management of the corporate world.

MDI has consistently focused on designing practice oriented learning and a contemporary industry-focused
curriculum, driven by our strong corporate interface. This unique blend of MDI‟s global perspective and strong
industry linkage contribute to bringing best practices to corporate, through training programs as well as action-
centric research and consulting
.



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DELPHIQUE 2010

Delphique



As MDI‟s flagship event, Delphique conducts quality research and industry review, and is attended by distinguished
guests from industry and academia. As a student-driven initiative, Delphique offers a unique platform for
comprehensive corporate interaction and access to research on contemporary business issues through engaging panel
discussions, merging theory and practice in a way very few forums do. The theme for this year, “India Inc: The path to
tread in the new decade”, is highly relevant to the strategic perspectives of Indian businesses.
With topics ranging from the growing importance of Tier II/III cities and Digital and Social Media to Human Capital
Management and challenges and opportunities in financial markets, the presentations of student research and the
subsequent discussions by industry practitioners defined our points of view. The discussion panels included various
business functions such as Marketing, Finance, Strategy, Communications, Human Resources, Information
Management, Operations, and Entrepreneurship and socially relevant issues such as Food Security.
With MDI‟s strong commitment to sustainability and social responsibility, not only were there dedicated panel
discussions on social entrepreneurship and food security to sensitize students to this increasingly relevant way of
thinking and of doing business, but we also endeavored to walk the talk by making this event a green and sustainable
one in every measure, small and large.



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DELPHIQUE 2010

Note from the Secretary
When I started my journey as the Secretary, Delphique
2010, I knew that the opportunities that existed were
immense, but the challenges that lay in the path weren't few
either. Having cult companies in each field of management
as the Knowledge Partners of various panels, and having 50
top corporates in the MDI campus over two days was a
humongous task. We, as a team not only had to emulate the
success of Delphique'09, but we also had to transcend
Delphique to new horizons.
Carrying forward the legacy of Delphique, the theme
decided upon for Delphique 2010 was “India Inc: The path to tread in the new decade”. After having surprised
the world by leading the path to recovery, India stands at a transition point where the coming decade promises
economic and social leadership. This was what we wanted to have as the major backdrop of Delphique'10.
As Albert Szent rightly said, “Research is to see what everybody else has seen and to think what nobody else
has thought”. With topics ranging from the growing importance of Tier II/III cities to challenges and
opportunities in financial markets, the presentations of student research and the subsequent discussions by
industry practitioners defined the research carried out in various panels.
With MDI's strong commitment to sustainability and social responsibility, not only did we have dedicated panel
discussions on social entrepreneurship and food security, but we also endeavored to walk the talk by making this
event a green and sustainable one in every measure, small and large.
When I look back at Delphique, I remember the words said by Dr.Gopal Pingali of IBM. He said, "Delphique is
one of the best events that I have ever attended, and the way I have been looked after at MDI, I will never forget
that." These encouraging words, coming from a very senior professional on the first day of the event filled me
with such enthusiasm and optimism that I said to myself - nothing would go wrong from here. And by God‟s
grace, nothing did.
There are a few people without whom the event wouldn‟t have been what it turned out to be in the end. The
unflinching support extended by Director Sir, Prof V.K.Gupta and Dean Sir, Prof. B.A. Metri went a long way
in ensuring the success of the event. If there's someone who has been instrumental in ensuring that each and
every detail, however miniscule ,was planned before hand, that person is Prof.Neelu Bhullar, Area Chairperson,
Students Affairs. She has been the unrelenting force behind the Delphique team throughout.
Last but by no means the least, is Team Delphique. As the secretary of Delphique'10, the voyage of more than 5
months had been full of ebullience. And it has been because I had a team with me which was as passionate as I
was. The efforts put in by the entire team just cannot be described in words. The credit of success is often
attributed to the leader. But I strongly believe that the leader is as good as his team and it is the team which
inculcates the strength and confidence in the leader to carry out the challenge.
This, truly, has been a journey of a lifetime!
Harmanjeet Singh Baweja
Secretary, Delphique‟10
MDI, Gurgaon


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DELPHIQUE 2010

Acknowledgements

Success is never achieved alone. It is achieved only through the combination of team efforts and support and
motivation of the people around them. For the success of Delphique 2010 , we would like to take this
opportunity to thank each and every person who has contributed in making this event the success it was.
We deeply appreciate the constant support given by the Director Sir, and thank him for encouraging us to go
ahead with all our endeavors
Any talk of encouragement is incomplete if we don‟t thank the Dean, Professor B.A. Metri. We can‟t thank him
enough, for the interest he has shown in the event, and for being always ready to take time out for us.
The guidance and wisdom of a lot more experienced person is
invaluable while handling an event of such a huge magnitude.
We thank Neelu Bhullar Madam for the concern and
involvement she has shown towards the event. It‟s not untrue
to say we would have had a tough time organizing this entire
event without her knack for spotting loopholes and her
meticulous planning.


We would also like to thank all the faculty mentors who were always there for the students, constantly
guiding and supporting them during their research.
Professor Ashok Kapoor
Professor Radha Sharma
Professor G.K. Agarwal
Professor Rohit Prasad
Professor Gita Bajaj
Professor S Chaterjee
Professor Kanwal Kapil
Professor Sandeep Goel

We would also like to thank the panelists for having agreed to come over and share their insights regarding the
functioning of corporate entities, and the sponsors for showing their complete trust in the institute. All these in
conjunction with the effort of the students helped in the making the event a grand success.





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DELPHIQUE 2010

Our Sponsors

Title Sponsor







Associate Sponsors








Online Media Partner Web Partner





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DELPHIQUE 2010

Our Knowledge partners
Communications Panel: Perfect Relations Entrepreneurship: NEN




Finance: ICRA





HR: Hewitt Associates



IT: Dell






Marketing: Madura Fashion & Lifestyle




Operations: Keane



Strategy: PricewaterhouseCooper Ltd.




Social Responsibility panel: Youth for Safe Food




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DELPHIQUE 2010

Inauguration
spoke to the students regarding his exciting journey,
switching across three careers, from journalism and
technology, and finally into working with NGOs. He
inspired the students to explore various opportunities
over the 2 years and understand their passion and pursue
their career in an area where their heart really lies. He
spoke about the need for the younger generation to get
involved in solving significant national problems and
deliver impact across the country. Mr. Anil Sethi,
director and VP, SMB cloud sales services at Tata
Consultancy Services, shared with the audience his
experiences in the corporate world. He spoke in detail
regarding the effects of globalization on the ways of the

business world, and other emerging trends that could
impact the world in a big way in the years to come. He
The 14th annual National Management Convention of
also spoke about customer satisfaction and the constant
Management
Development
Institute,
Gurgaon,
need for companies to revise their strategies to adapt to
Delphique 2010 was auspiciously inaugurated on the
the ever-changing consumer dynamics.
November 20, 2010. The occasion was graced by the
esteemed presence of the Chief Guest, Mr. Anil Sethi,
Vice President, TCS, the Guest of Honor, Mr. Vivek
Sharma, Program Director, Gandhi Fellowship Program,
Kiavalya Education Foundation, Prof. Vinod K Gupta,
Director, MDI, Prof. B.A. Metri, Dean, MDI and Prof
Neelu Bhullar, Student Affairs Chairperson, MDI.
Mr. Anil Sethi is director and VP, SMB cloud sales
services at Tata Consultancy Services, prior to which he
has also been with Microsoft as the group director-OEM
and also as VP, ASEAN/SA at IBM, Singapore.
Mr. Vivek Sharma, Program Director at Gandhi
Prof. B. A. Metri, dean, MDI spoke about the growth of
Fellowship Program, Kiavalya Education Foundation,
Delphique over the 13 years, and the way it has
gradually evolved into its currently effective form, and
its currently unique form in which the students are
exposed to the various fields of management
specialization. He also spoke regarding the immense
learning that the students get by interacting with the
corporates through this event.
Prof Vinod K Gupta urged the students to be involved in
events like Delphique to ensure their overall
development and not to restrict them to academics alone.
He asked the necessity for the students to develop a
sense
of
corporate
social
responsibility.
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Research Panels
Communications panel

Knowledge Partner




Discussion Topic: Social Media Campaigns –
The panelists‟ experiences and points of view on these
Uncovering design intricacies
topics built the students‟ understanding of the subject
through a blend of theory and practice.
Social Media is scaling new heights in India. Many
companies are focusing on the use of Social media for
The emerging issues and paradigms of Social Media,
tangible and intangible benefits. The core objectives for
which need implementation know-how to churn into an
a company to employ social media campaigns may
empirical base of knowledge, include the behavioral
include
increasing
awareness,
generating
leads,
drivers of social media participation, the key factors of
increasing sales / market share, managing crises and
social media campaigns that use these drivers to ensure
image, changing consumer perceptions and influencing
success and the extent to which culture, region and
consumer behaviour.
gender determine behavior and success factors.
These trends give rise to issues concerning the Why,
There is a whole gamut of issues, challenges and
What, Where, When, Who and How of Social Media,
opportunities, facts and fiction in Social Media even
that need addressing.
beyond what the students studied, that are key to the
effectiveness of Social media campaigns and that the
As a part of their research, the students tried to answer
students gained a better understanding of, through the
some of these questions, including the behavioral
opinions
of
the
panelists.
drivers of social media participation and the ingredients
of successful social media campaigns, relevant to the
Indian culture and context.
Faculty mentor
for Negotiating the Education Sector under the WTO
regime. She is also on the Board of Studies, All India
Prof. Gita Bajaj
Management Association – Centre for Management
Education.
Prof. Gita Bajaj is Associate
Professor
and
Chairperson,
Prof. Bajaj has been training managers of various
Corporate Communications at
organizations including Cairn Energy, Eli Lilly, Hero
Honda, ABB, Roche Pharma, Nestle‟ Ind
MDI
Gurgaon.
She
has
ia, IBM
completed GCPCL at Harvard
Daksh, Coca Cola, Birlasoft and HP.
Business School and is an HBS Affiliate. She is a
She teaches Managerial Communications, Negotiation
prolific writer and along with a colleague, she was
Skills and Case Writing at MDI Gurgaon. She has also
bestowed the Gold Medal for writing the Best Case in
taught at IIM Calcutta and to executive participants of
India in the ISB IVEY Case Writing Competition, 2010.
University of Maryland. Her research interest area is
She was a member of the Ministry of HRD‟s Committee

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