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Sunday, October 6, 2002
Books

Short takes
Understanding what the customer is willing to pay for

Jaswant Singh

Ascending the Value Spiral
by S. Ramachander. Response Books, New Delhi. Pages 287. Rs 250.

Ascending the Value SpiralTHE shift from a planned economy to a market economy has produced several challenges which often look paradoxical. The consumer is happy since he gets a wider choice and better products at competitive rates. For those who control and manage the means of production, the transition has often meant a departure from established concepts and systems of management. In the absence of any clear models of this transition, they have to experiment and learn from experience. The effect of this transitional turmoil shows itself clearly at the point of contract between the firm and the consumer. Managers have to cope with competition and find ways to derive advantage from a competitive market economy. The focus of the author in this book is on creating value for the customer. He chooses Indian examples to illustrate how it should be done in a way that can be an incentive for others to try and achieve similar results. The author, who is a practitioner-turned-academician, strikes a workable balance between theory and practice and tries to show Indian managers how to cope with global competition and the challenge of creating Indian multinationals.

The book shows how to explore consumer acceptance, which in essence means what the customer is willing to pay for. It also lays down certain norms that can help understand and discover untapped consumer values but which do not encourage mindless rivalry that turns marketing operations into open warfare. This, he says, takes away the focus from the purpose of an enterprise, which should be (a) to understand the customer beyond mere numbers, (b) to link such insights to their business goals and (c) to innovate strategies to achieve these goals.

The book can be a useful addition to the bookshelf of a busy manager who is keen to have satisfied customers.

 


Transform your Life with Reiki

by Anil Bhatnagar. Penguin Books, New Delhi. Pages 336. Rs 250.

Transform your Life with ReikiReiki is believed to be a Japanese system of hands-on healing, but the author believes that this system was practised in India ages ago and was lost till it was rediscovered in Japan towards the end of the 19th century.

Anil Bhatnagar, himself a Reiki master, describes how he was introduced to Reiki and how he finally dedicated his life to it, giving up a job with SAIL, which he had held for 21 years. He now delivers lectures on Reiki and subjects like spiritual growth, time management, interpersonal communication, yoga, pranayama and meditation. To him Reiki is not just a healing therapy, it is a way of life, a method of energy healing which can bring all-round growth and development. He believes that Reiki can transform your personality, your relationships, your emotional life, and your creativity. He describes this healing system which works on the notion that human problems and diseases stem from the illusion of separateness, and asserts that Reiki restores the lost connection with the oneness around us. The Reiki master elucidates how to start, how to go through the early sessions, how different positions of the hands work, and how to integrate Reiki with other medical treatment.

The catch, however, lies at the very beginning. In small print, like the warning on packets of cigarettes, is the caution that the contents of this book should not be treated as a substitute for professional medical help. The second warning is that the ability to heal yourself or others cannot be gained only by reading this book, or by watching demonstrations or listening to lecture tapes. You need a bona fide Reiki master for this purpose. The author and the publisher do not accept liability for any damage resulting directly or indirectly from its application.

This certainly cannot be called an incentive to those who feel inclined to repose their faith in this system. After this warning, one may not even feel like going through the book.


Handy Feng-Shui Solutions to Day-to-Day problems

by Rakkhi Sameer. Rupa and Company, New Delhi. Pages 64. Rs. 195.

Handy Feng-Shui Solutions to Day-to-Day problemsSuccess in life, a worthwhile job, more money, love and happiness are some of the attainments that every human being longs for. Here, in this book, Rakkhi Sameer offers a simple Feng-Shui road to these goals, which in effect amounts to little more than rearranging the decor of your room, changing the colour of the dress that you wear, placing a potted plant on your window sill, closing one window and opening the other. Rakkhi Sameer assures you that the flow of ‘chi’, ‘yang’ and ‘yin’ energies that will thus pour into you and your house will do the rest.

If you are looking a job, Feng-Shui tells you that you need more ‘yang’ and should absorb more ‘chi’ energy. All you need to do to get this is to place a bowl of fresh water in the eastern part of your house, have tall plants, wooden furniture and decorate this part of the house with bright green colour. Those looking for wealth need ‘chi’ energy and should sleep with their heads towards the south-west or south-east.

There are similar tips for developing friendships, selecting partners, ensuring peace in the house, dealing with difficult husbands or mothers-in-law and your other day-to-day problems. And all this, under the Feng-Shui scheme of things, involves processes as simple as changing the colour of your dress or covering the corners of your room with plants. Since these entail neither great expense nor effort, you may give them a try, even if you are not entirely convinced about their efficacy.