Outlook Business, the new fortnightly business magazine that packs in credible, detailed information and analysis for decision makers to enable them take profitable business decisions. A composite package covering all factors that influence business movements with an Indian and a global perspective.

With expert views which not only gives you an insight of the current business dynamics but also analyzes the impact & implications that it would have on your business. (indiatimes.com)

Advertising & Media
Falling stars
Celebrity endorsements, presently considered by marketers to be some sort of an infallible magic formula, may soon lose their dazzle

In December 2005, Motorola was desperately seeking a star who could usher in the C115, its first ‘Made in India’ handset. Back then, Motorola had a market share of just 4%; market leader Nokia was miles ahead with 72%. Motorola needed some kind of a prop to take on its bigger, better-entrenched rival. Enter Abhishek Bachchan.

The actor’s passion for technology and his image as a stylish youth icon gelled well with Motorola’s brand attributes. And so, it used Bachchan to endorse its high-end brands Moto Rokr and Slver. The Moto Slver commercial on TV showed Abhishek posing for the media with his Slver, while the Moto Rokr (a music phone) commercial had Bachchan dance compulsively to the beat on his phone. ...

Banking & Finance
Public appeal
Despite losses on last year’s buys, PE firms are still bullish on investments in listed companies
Investing principle
Islamic financial products are slowly gaining currency in India

Interviews
'The strategy is to invest in high-growth companies’
Sumir Chadha, MD, Sequoia Capital
Toyota won, but maybe Toyota lost...
James P Womack, Author, 'The Machine That Changed the World'
‘We compete on value, not on price’
S. Gopalakrishnan, CEO and MD, Infosys
‘It’s up to the government to formulate policies; we’re not in the picture’
Nripendra Misra, Chairman, Telecom Regulatory Authority of India

View Outlook Business Magazine, September 20, 2008

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