Birla Institute of Technology & Science (BITS), Pilani

CONSULTANCY DEVELOPMENT CENTRE

Birla Institute of Technology & Science (BITS), Pilaniin Collaboration with

Consultancy Development Centre (DSIR, Ministry of Science & Technology, Govt. of India)

offer

MBA in Consultancy Management

Birla Institute of Technology & Science

Organizations that have been benefitted in past:American Express Cards Deloitte Touche Tomatsu rivate India Limited Era Constructions (India) Ltd. Indo Canadian Consultancy Services Ltd. Intercontinental Consultant & Technocrats Pvt. Ltd. National Hydro Electric Power CorporationFlextronics Software SystemsM.Dohmen GmbH, GermanyEMC Data storage India Pvt.Ltd. Ericsson India Pvt. Ltd.

Price Waterhouse Coopers Reliance Industries Limited Oracle India Private Limited Seimenes Power Engg. Ltd. Siemens Information Systems Ltd. Tata Consultancy Services Ltd. Central Warehousing Corporation Border Roads Organisation Engineers India Limited HUDCO Ltd.

Indian Air Force Indian Railways IREDA MECON LIMITED MTNL Municipal Corporation of Delhi National Informatics Centre Powergrid Corporation of India Ltd. RITES Ltd. Steel Authority of India Ltd.

Datacraft India Ltd. NIIT LTD IBM Microsoft Genpact HCL Comnet Ltd. HCL Technologies Hewlett Packard Infosys Ltd. Wipro Ltd.

Bank of Maharashtra Royal Bank of Scotland Videsh Sanchar Nigam LimitedAdobe Systems India Pvt. Ltd. Alcatel Lucent Cisco Systems Inc. Computer Sciences Corporation Bechtel India Bharti Airtel Ltd. CSC India

Admission ProcedureApplication form and programme details can be downloaded from the BITS, Pilani website (http://www.bits-pilani.ac.in/dlp-home) Completed application forms must be submitted alongwith the requisite processing fee and other documents to : Dean, Work Integrated Learning Programme Division, Birla Institute of Technology & Science, Pilani (Rajasthan) Pin: 333 031 List of short listed candidates, would be available at www.bits-pilani.ac.in within 2 to 3 weeks of the

last date of submission of application form No separate postal communication would be sent Short listed candidates shall submit requisite admission and semester fee by the due date as per the admission offer letter.

Programme Coordinator (MBA)Consultancy Development Centre,2nd Floor, Core - IVBIndia Habitat Centre, Lodhi Road, New Delhi-110 003Tel: 011 - 9811367775 (M)24682055 (D), 24602601, 24601533, 24602915Fax: 011 - 24602602Email: [email protected]: www.cdc.org.in

Fee Structure

Admission Fee: Rs. 15,000

Semester Fee: Rs. 38,800 for each semester

Contact:

DeanWork Integrated Learning Programme Division Birla Institute of Technology & Science,Pilani (Rajasthan) 333 031 Tel: 01596-242210Fax: 01596-244183 Email: [email protected]: www.bits-pilani.ac.in

Objectives of ProgrammeDevelop an understanding of the consultancy profession in a business environmentDevelop a process orientation for problem solvingDevelop a functional understanding of the foundational business disciplinesDevelop good communication skillsDevelop an understanding of technology and its role in problem solvingDevelop critical thinking skillsDevelop an ethical, global, perspective

Who Should Attend The programme would be ideal for professionals who are: Provide consulting services to a client organisation on a contract or project basisAre individual entrepreneurial consultantsAspire to work as internal consultants Wish to make a career in consultancy

EligibilityQualifications Employed professionals working in Consulting and allied business organizations, holding an Integrated First

Degree of BITS or its equivalent such as B.E. / M.Sc. Candidates holding other Qualifications such as M.Com. / ACA / ACS may also be considered on a case by case basis.

Experience Minimum one year work experience in relevant domain.

Learning Outcomes of the programmeApply quantitative and analytical tools to solve business and operational problemsDesign solutions using knowledge from multiple functional areasPrepare a professional quality document and make an oral presentationConduct independent research to understand and solve problems in businessDescribe the interpersonal skills required in the consulting professionPrepare a plan to manage projectsDescribe the steps required to bring about organizational changeDraw process maps to describe material and information flowsDiscuss the global and ethical implications of important operational and business issues

Duration: 2 years (4 semesters)

About Birla Institute of Technology & Science Birla Institute of Technology & Science (BITS), Pilani is an all-India Institute for higher education deemed to be University by the Government of India. It is privately supported, fully residential and admits both men and women students. The primary objectives of the Institute are “to provide for and otherwise promote education and research in the fields of Technology, Science, Humanities, Industry, Business and Public Administration and to collate and disseminate in such fields effective ideas, methods, techniques and information”. BITS offers educational programmes at all the 3-tiers levels: Integrated First Degree (On campus B.E./M.Sc. etc. and Off – campus B.S. etc.); Higher Degree (On campus M.E./ M.Pharm. etc. & Off – campus MBA, M.S. etc.) and Ph.D. Degree.

About Consultancy Development CentreConsultancy Development Centre (CDC) is an autonomous Institution of the Department of Scientific and Industrial Research (DSIR) of Ministry of Science and Technology, Government of India, working towards promoting and strengthening consultancy skill and capabilities including export of services and Process cooperation with other countries. CDC is also the nodal agency in the Asia Pacific region for the Technical Consultancy Development Programme for Asia and the Pacific (TCDPAP) a programme promoted by the United Nation Economic and Social Commission for Asia and the Pacific (ESCAP).

Courses:

First Year First Semester Financial & Management AccountingManagerial EconomicsQuantitative MethodsManaging People & Organizations

First Year Second Semester MarketingFinancial ManagementOperations ManagementConsultancy Practice

Second Year First Semester Consulting & People SkillsStrategic Change ManagementProject ManagementBusiness Process Analysis

Second Year Second Semester Dissertation Elective (One)

Enterprise Resource Planning Leadership & Managing Change Supply Chain Management Management Information & Decision

Support Systems

Printed at CSIR-National Institute of Science Communication And Information Resources (NISCAIR), Dr. K. S. Krishnan Marg, New Delhi-110 012.

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THE JOURNAL OF CONSULTANCY DEVELOPMENT CENTRE

Volume - 10 Issue - 1

CONSULTANCY DEVELOPMENT CENTRE

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CONTENTS



Big Data & Business Analytics- the need, applications, challenges, new 1 trends and a consulting perspectiveVikram Joshi

Management Challenges of Analytics Rollout 11Prof. Regi V. Mathew

Protection of Life forms in Intellectual Property Rights: A Comparison of the 17Laws and Practices in the United States of America and IndiaDr. Moumita Das & Dr. Padmini Singh

The Emergence of Marketing Analytics: Marketing Consultants' boon to 29 showcase ROI on Marketing InvestmentsShiv M. Kumar

Building Strategies for Sustained Business Growth in Robotics and Automation 38Vijay Kumar Dharmadhikari & Dr. Parimal C. Basak

Big Data and Its Utility 52Dr. Ashish Ghosh

Book Reviews 69 Author Profile 76

final-Jan16

Dr. Bhimaraya A. MetriProfessor & Dean (Academic)International Management InstituteB-10, Qutab Institutional AreaTara CrescentNew Delhi 110016

Prof. Suneet TuliDean-Research & Development (R&D) IIT DelhiHauz KhasNew Delhi 110 016

Mr. Satyakam GuptaTransport EconomistIntercontinental Consultants and Technocrats Pvt. Ltd.A-8, Green ParkNew Delhi 110 016

Editorial Advisory Board

ChairmanDr. P. Banerjee

Chief Scientist – CSIR-National Physical Laboratory &Former Director –CSIR-National Institute of Science, Technology and

Development Studies (NISTADS)

Members

Mr. Rajiv KhuranaManagement ConsultantThe Personnel LabC-6/6515, Vasant KunjNew Delhi 110070

Ms. Deeksha BishtActing DirectorCSIR - NISCAIRDr. K S Krishnan MargPusa Campus, New Delhi 110 012

Ms. Manju BagaiAdvocateA-501, Crescent ApartmentsPlot No. 2, Sector 18-A, DwarkaNew Delhi 110 078

CONSULTING AHEAD- VOL. 10 - ISSUE 1



CONSULTING AHEAD - VOL. 10 - ISSUE 1 1

Big Data & Business Analytics- the need,applications, challenges, new trends and

a consulting perspective

With every transaction and activity, organizations churn out data. This processhappens even in the case of idle operation. Hence, data needs to be effectivelyanalyzed to manage all processes better. Data can be used to make sense of thecurrent situation and predict outcomes. It also can be used to optimize businessprocesses and operations. This is easier said than done as data is being producedat an unprecedented rate, huge volumes and a high degree of variety. For theoutcome of the data analysis to be relevant, all the data sets must be factored into the analysis and predictions. This is where big data analysis comes in withits sophisticated tools that are also now easy on the pocket if one prefers theopen source.

The future of high potential marketing lead generation would be based on bigdata. Virtually every business vertical can benefit from big data initiatives.Even those without deep pockets can use the cloud model for business analytics/big data analysis.

Some challenges remain to be addressed to engender large scale adoption butthe current benefits outweigh the concerns.

India has seen a massive growth in big data adoption and the trend will growthough it is generally amongst the bigger players. As quality of data improvesand customer reluctance to being honest when they volunteer data reduces,the forecasts will become more accurate and Big Data will have come to itsrightful place as a key enabler.

(Why is Big Data a strategic need for optimization of organizational processesespecially in the business domains and what is the consultant’s role?)

Vikram Joshi

2 CONSULTING AHEAD - VOL. 10 - ISSUE 1

The Business Analytics is an area deep in technology and hence, it is quitenatural for a firm to give much emphasis to technological aspects. Evenwhile technology is important, it presents multitude of managementchallenges. The article covered three areas where managerial inputs arerequired for successful implementation of Analytics.

The professional organizations today would like to initiate Analytics withan evaluation of the state of readiness. Weak areas are addressed beforeAnalytics is rolled out.

Once the roll out is initiated, a concern for organization is making the Analyticsprocesses efficient and mature. This will ensure that Analytic processes areexternally focused and optimized. However, Analytics got somecharacteristics that makes it difficult to meet these goals as quickly as otherprocesses. The solution is to appreciate the multi-dimensional nature of theAnalytics and to apply maturity models appropriate for Analytics.

Organizations need to decide whether to develop the infrastructure andcapabilities internally or outsource the Analytics service to third parties. Thisdecision is driven by many factors like size of firm, competitive environmentand industry. It is unlikely that organizations will decide an exclusive makeor buy decision. Usually, it will be a complex mesh of both of theseapproaches.

Keywords: Analytics, Business Process, Outsourcing, Maturity, Rollout, Makeor Buy, Readiness

Management Challenges of Analytics Rollout

Prof. Regi V. Mathew


The issue of patenting of life forms has been a matter of debate in the recenttimes. This article covers the three groups of life forms i.e., animal, plants andmicroorganisms. This article is the first of a series on Intellectual PropertyRights (IPR) protecting life forms that will be published. This article beginswith the definition of life forms followed by an attempt to explore the existinglegislative regimes of IPR for the protection of life forms in the USA andIndia. An overview of the existing laws i.e., Plant Patent Act, 1930, PlantVariety Protection Act, 1970 and the Utility Patent has been given to portraythe how the plant variety are protected in the USA. The same pattern isfollowed so far as plant protection in India is concerned. The Indian legislationsprimarily focused are the Patent Act, 1970, Protection of Plant Varieties andFarmers’ Rights, 2001 (PPVFR), The Geographical Indications of Goods(Registration and Protection) Act, 1999. This article is concluded by adiscussion on the merits and demerits of both the systems. It is expected thatthis article would provide the key stakeholders with an informed choice intheir decision making process.

Protection of Life forms in Intellectual Property Rights:A Comparison of the Laws and Practices in the

United States of America and India

Dr. Moumita Das

Dr. Padmini Singh


Removing guesswork from marketing is a burning need for businesses, and adream for marketers. According to Statista, the Global Marketing spend by2020 will be 1.3 trillion dollars (Statista, 2014). The huge investments make itevident why businesses and marketers cannot afford to continue withguesswork and thumb rules. Marketing consultants and agencies need toshowcase returns and thereby engage in long-term marketing projects andretain clients.

The advent of Cloud businesses, Digital proliferation, Mobile data, and theupcoming Internet of Things (IOT), brings an ocean of information that evenzeta-byte sized databases may fall short. The marketing automation, big-data,and marketing analytics (MA) technologies are warranted to handle the load,understand customer behaviour, and gain insights. Organizations investing toremove guesswork from marketing, and make it more predictable(Ganesh,2015), is a great opportunity for marketing consultants and professionals. Themarket for data analytics outsourcing is estimated to have a shortage of 140,000– 190,000 professionals, with analytical capabilities by 2018.

Keywords: Marketing analytics, Big data, Predictive analytics, Wave analytics,Social media, Web analytics, Marketing automation

The Emergence of Marketing Analytics: Marketing Consultants’boon to showcase ROI on Marketing Investments

Shiv M. Kumar


The giant Asian Economies of India and China are waking up to the call ofthe global needs for taking strategic position of becoming the competitivelylow cost manufacturing hubs. This has augured well for them and in thiscontext building strategies for sustained business growth in Robotics andAutomation has taken centre stage. Robotics and Automation has egregiouslytouched almost all aspects of industrial applications from Welding, Assemblyautomation, Painting, Pharmaceutical, Packaging, Spot Welding, Food &Beverages, FMCG, Healthcare, Rehabilitation and many more sectors. Apartfrom the manufacturing industry, robotics also finds its niche place in defenceand power sectors. For examples there are remotely operated vehicles formine detection, improvised explosive device (IED) handling, and monitoringcontamination level in a Nuclear Biological Chemical reconnaissance (NBC).The power sector is also looking up to robotics and automation to solve safetyand operational problems. The nuclear sectors are specific areas of powerproduction that are considering robotics for material handling, inspection andmaintenance needs. The winning strategies that need to be buttressed forinexorable sustained business growth are Operations Strategy, TechnologyStrategy and Business Strategy. These strategies along with their inter-relationships have direct effect on the performance of a company.

Keyword: Technology Strategy, Operations Strategy, Business Strategy,Sustainable Business Growth, Robotics and Automation

Building Strategies for Sustained Business Growthin Robotics and Automation

Dr. Parimal C. Basak

Vijay Kumar Dharmadhikari


The term “Big Data” is pervasive, and still the notion engenders confusion.Big data has been used to convey all sorts of concepts, including hugequantities of data, social media analytics, next generation data managementcapabilities, real-time data, and much more. The Big Data dimensions like thevolume, variety, velocity, veracity, volatility and variability are the majorbottlenecks. However, it can produce operational and business value at anunprecedented scale and specificity.

There are some technical factors that have given an uprising to this Big Dataadoption irrespective of the challenges that it poses. Storage cost hasdramatically decreased in the last few years. With the Internet of Thingsscenario, the data deluge will become rather overwhelmed. Big Data toolssuch as the Hadoop ecosystem provide the technology to increase theprocessing speed of complex queries and analytics. The main idea behind allthis is to extract knowledge from the data and use it for the betterment of theEarth.

‘Big-data’ is similar to ‘Small-data’, but bigger and with added dimensions. Ittherefore requires different approaches, techniques, tools & architectures toanalyze. Often, because of vast amount of data, modeling techniques can getsimpler as long as we deal with the scale. In this article, the challenges andopportunities in Big Data analytics have been discussed. It also shows theanalytical role in various fields of science. Various Big Data platforms likeCloud Computing, High Performance Computing (HPC) and GraphicsProcessing Unit (GPU) have been helping the organization to gain insight, byturning data into high quality information, providing a better understandingof the business situations. In this context, the Hadoop environment is discussedalong with the MapReduce design and other components of Hadoop. Finally,some case studies have been shown that depict how the Big Data analyticshave started shaping our world.

Keywords: Big Data, Hadoop, Map Reduce, Importance of Big Data.

Big Data and Its Utility

Dr. Ashish Ghosh


Data Science and Big Data Analytics - Discovering,Analyzing, Visualizing and Presenting Data is a newbook from EMC Education services. David Dietrich,Barry Heller and Beibei Yang are identified as ‘keycontributors to the book. This book can be used as apreparatory material for Data Science Associateprofessional certification exam. Certification in big dataand analytics is not yet popular is India but is expectedto get wider acceptance soon. It is projected that thearea will see a growth of 20% year-on-year basis.According to NASSCOM estimates, there will berequirement of three lakhs analytics professionals in Indiaby the year 2020. There is already exists a sizabledemand for trained analytics professionals in US andother developed countries1.

Data driven decision making and technologies relatedto data are being talked about quite a lot these days.They promise to transform the way organizationsfunction. There are many success stories, wheresignificant improvement in performance afterimplementation of these technologies, have beenreported2. No one wants to be the laggard in theadoption race. Though early adopters are expected tobenefit, the focus should be on creation of sustainablecompetitive advantage. But, as it happens with anytechnology, achieving this is not easy.

Two broad categories of resources are required forstarting data analytics journey: technology infrastructureand skilled manpower. With right investments, latesttechnology can be acquired. The same may not happenwith manpower. Hiring people with requisite skills alonemay not be sufficient, as the real use of data is in makingbusiness decisions more accurate and effective.Managers who participate in decision making processes,for convenience if not for anything else, may prefer theestablished procedures and their own experience. Butignoring insights from data can be detrimental. Thereforeit becomes important to align and if possible enrichbusiness processes with analytics capabilities. It mayrequire some training on data science for managers fromdifferent functional units of the organization.

The publishers claim that the book is suitable for “businessand data analysts looking to add big data analytics skillsto their portfolio, database professionals and managersof business intelligence, analytics or big data groupslooking to enrich their analytics skills; and studentsinterested in the area”. The book covers many relevanttopics, and can be used by someone with knowledge ofelementary statistical methods who wants to understandthe basics of analytics. That is why the first group amongthe target audience mentioned above my find the bookmore useful. Important tracks followed in the book are,

BookReview

Title : Data Science and Big Data Analytics(discovering, analyzing, visualizing and presenting data)

Author : David Dietrich

Publisher : John Wiley & Sons

Reviewer : Prof. Amit Bardhan, Associate Professor, Faculty ofManagement Services, New Delhi

1 http://articles.economictimes.indiatimes.com/2015-06-26/news/63862460_1_analytics-professionals-analytics-space-young-professionals2 Davenport, T. (2014). Big data at work: dispelling the myths, uncovering the opportunities. Harvard Business Review Press.

http://articles.economictimes.indiatimes.com/2015-06-26/news/63862460_1_analytics-professionals-analytics-space-young-professionals


description of data analytics lifecycle, reframing abusiness challenge as an analytics challenge, tools toanalyze big data, creation of statistical models and datavisualization.

The book has twelve chapters. While the first twochapters provide the overview of data analytics in anorganizational setup. Chapter 3 to 11 provides the toolsused by data scientists. The last chapter focuses onimplementation and operationalization of the conceptsdiscussed earlier in the book.

Chapter 1: Huge amount of data is generated everymoment. Organizations can benefit from this data delugeif they know how to handle this resource. This wouldrequire rethink on architectures of data storage andretrieval. This chapter describes how big data needs anoutlook different from business as usual. It becomesnecessary to adopt data architecture that is suitable forapplication of analytics. A practitioner’s perspective ofthe new big data ecosystem is described.

Chapter 2: Success stories with data analytics are beingreported regularly even in mainstream periodicals. Noorganization wants to be left behind. When one is in ahurry to use the tools it is natural to commit mistakes.Developing analytics capabilities, like with any othertechnology, would require acquiring and nurturing skillsand defining processes that link requirements todeliveries. This chapter explains the data analytics life-cycle, a project view on application of analytics isfollowed.

Chapter 3-9: There is no one way which can be termedas best for learning statistical and other data analysismethods. A sound theoretical foundation is important.Yet it is seen that such capability does not always lead tobetter ability in applying the concepts to business decisionmaking situations. While discussing tools for data analyticsthe book has an orientation towards application. Thepresentation of theory of the methods is sketchy, makingthe tools opaque to the reader. This black box approachcan be seen in many books in this area that were publishedin recent years. Apparently they have the same targetaudience in mind.

The collection of tools described in these chapters isrelevant to today’s data scientists. They range fromelementary to some advanced ones. Chapter 3 discussesattributes of data, exploratory data analysis tools andparametric and non-parametric hypothesis tests. Rprogramming language and software for statistical analysisand graphics is introduced to the reader. This is expectedto supplement the learning. Unfortunately number ofexamples and exercises are inadequate. It would havehelped, if data sets were available for practice.

The methods discussed in these chapters includeclustering, establishing associations, linear and logisticsregression, decision tree, naive Bayes, time series analysis(ARIMA models) and text analysis. Though no pastknowledge of statistics is assumed for the readers, thesechapters are not the best way to introduce the tools tothose new to the area. As mentioned earlier, readerswith some understanding of statistical methods wouldbetter appreciate the presentation. Some more coverageof fundamentals of classification and dimension reductionwould have been beneficial.

Chapter 10-11: Data appears in variety of formats. Muchof it, specially collected from platforms whereconversations are recorded, is unstructured. Theimmediate task is to bring data into a format that isamenable for analysis. These two chapters address thetopics of collecting, storing and processing unstructuredand structured data. A basic understanding of computerprogramming is expected. The technologies touched uponin these chapters are, Apache Hadoop, Use of Pig, Hiveand Hbase in Hadoop environment, fundamentals ofdatabase analytics through SQL.

Chapter 12: The success of any analytics initiative woulddepend upon how much benefit the organization accruesfrom its implementation. Organization hierarchies todaymakes the people involved with actual decision makingin different functional areas less sensitive about innerworking of data analytics processes. In this environmentreports and documentations play a very important rolein making the insights drawn from data actionable. Thefocus of this chapter is on operationalization andpresentation of results from analytics projects. Thesection on data visualization would be useful.

Book Review


Book Review

Title : Big Data, Data Mining and Machine LearningAuthor : Jared DeanPublisher : John Wiley & SonsReviewer : Dr. Ashish Ghosh, Professor, Machine Intelligence Unit,

In-Charge, Center for Soft Computing Research, IndianStatistical Institute, Kolkata

In the book “Big Data, Data Mining and MachineLearning”, the author Jared Dean discusses howtechnology can be used to build an environment formachine learning and data mining to work with big data.The book deals with various big data trends and thetechnologies developed to deal with it. It briefly revealsvarious technologies that can create value form a pile ofdata.

The book is divided into three parts. In the introduction,it describes the aptness of the term “Big Data” in a quitegood manner. The author has addressed the questionslike what is Big Data, where does it come from, how docompanies utilize this available data, and so on. A briefoverview of each of the three parts is given below.

The first part describes various ways of handling big data.The first chapter is about the hardware requirements,and how the storage and network capacity has changedover time to cope with the data. It gave a theoreticaloverview of the two cluster computing techniques. Thereis a good comparison of big data technologies in chapter2. Chapter 3 is a theoretical description of the variousanalytical tools that can be used for big data analysis.The book gives some idea about analytical tools likeWEKA, Java, JVM, R (along with some packages ofR), Python and SAS.

In part two of the book, the author discusses aboutdifferent machine learning and data mining tools that may

be used to handle big data. Chapter 4 discusses thepredictive modeling techniques. Chapter 5 gives anintroduction to various predictive modeling techniqueslike regression, decision trees, neural networks, supportvector machines etc, without going into much technicaldetails. Chapter 6 shifts the domain to unsupervisedsetting of segmentation or clustering. It has a briefdescription of some of the clustering methods of machinelearning tools. The response models are described inthe following chapter. There is also a formal presentationof topics, like recommendation systems and textanalytics, in the successive chapters, that have emergedrecently as a result of the big data trend.

The third part of the book has some case studies wheresome of the big data technologies have been put togetherto yield a greater value to some of the business as wellas government sectors. In the concluding chapter, theauthor talks about the future of big data. According tohim the biggest challenge is to “balance between dataprivacy and reproducible research”. He also feels thatmachines will become better and advanced over time,but they will not replace humans since machines are onlycapable of recall and not thought like humans. The finalchapter seems as a discussion of where and how the bigdata, data mining and machine learning will stand in thefuture. It points to some of the opportunities as well aschallenges. The internet of things is said to be emergingas a fresh trend where computers will let anythingconnect to everything.

In summary, this book tries to present all relevant topicsrelated to data science and big data analytics. Aftercompleting the book one can understand terminologiesand participate in discussions. Major limitations include,

discussions on technical topics are inadequate and thebook should have included additional data sets andexercises along with more suggestions for further readings(there are a few given at the end of each chapter).

—***


Book Review

Throughout the world Governments, Corporate andInstitutions whether public, private and not-for-profit etc.face immense business and operational challenges andcontinue to make management, processes and systemchanges and continuously transform themselves. BusinessAnalysts (BA)helps organizations to respond tocontinuous requirementof business change andtransformation by developing practical, creative andfinancially sound solutions. Business Analysis 3rd editionwritten by experienced professionals Debra Paul, JamesCadle and Donald Yeates, published by BCS, TheCharted Institute for IT, is a comprehensive book forpractitioners involved in business analysis for design orredesign of Business Processes, Systems and ITsolutions.

Although book is an introductory book, it is both practicaland readable even for the experienced practitioners.Book is an excellent introductory text for BAs seekingto apply the standards, knowledge and competencies ofthe discipline. It goes beyond most texts to show howBAs define requirements not only to support IT systems

development and process engineering, but also to drivebusiness change and implement organizationalstrategy.The book explores the entire range ofapproaches and techniques needed to conduct businessanalysis successfully. Book also outlines the skills andknowledge professionals need to create better businessoutcomes and drive business success.

Book is reader-friendly, written without unnecessaryjargon and is logically organized in 14 chapters. Bookbegins with basic concepts of Business Analysis andprovides expanded descriptions of BA job roles,competencies required to succeed as BA, anddiscussions of BA certifications. Need to align Businessstrategy and objectives with Business Analysis areexplained in easy to understand language in chapter 3.Chapter 4 is exhaustive chapter on Business AnalysisProcess Model with basic concepts and explanation ofProblem Solving Models. Chapter 5 to 9 deals withdetails of Business Analysis Process Model and theentire range of approaches and techniques needed toconduct business analysis successfully, including

Title : Business Analysis

Author : Debra Paul, James Cadle and Donald Yeates

Publisher : VIVA Books Pvt. Ltd.

Reviewer : Sunil Soni, Project and Knowledge Management Consultant

The book is well written, compact and gives a goodcritique of the big data, data mining and machine learningtechniques. The language used is quite simple, and easyto understand. The author mainly aims at readers in thebusiness or corporate field who may not have anybackground knowledge in computer science. So, he hasexplained everything mostly using numerous daily lifereferences and his personal experiences. For the ease

of understanding of a layman he has skipped the technicalaspects. The only downside that this book has is that itdoes not elaborate on the topics. All in all, the book is abrief introduction to the concept of big data withoutbothering about the technical details. Those who do nothave any idea about big data trend at all may find thisbook helpful to get an overview as to where they canput their brains. As a whole, it is a good read.

—***


Book Review

investigating business issues, modeling processes,stakeholder analysis, defining solutions and producingrigorous business cases.

Poorly defined requirements are widely recognized tobe among the most expensive and difficult errors tocorrect following the implementation of a new orredesigned processes or IT systems. Chapters 10 to13 can help BAs to understand and master the processesof requirement elicitation, analysis, management anddelivery. Explanation of requirement elicitation techniques,insight tips and tools, easy to implement best practices,examples of functional and non-functional requirementsand requirement gathering questions can help BAs tosucceed in developing and delivering businessrequirements. Chapter 14 concludes by discussingprocess of Business Solution delivery, ChangeManagement and role of Business analysis in entirelifecycle of Business Transformation projects.

The development of business analysis as a professionaldiscipline has extended the role of the BA who nowneeds the widest possible array of tools and the skillsand knowledge to be able to use each when and where

it is needed. Book provides brief description of tools.Book may be read in conjunction with anothercomplementary book “Business Analysis Techniques 2nd

edition written by James Cadle, Debra Paul, and PaulTurner published by BCS, The Charted Institute forIT”.Book Business Analysis Techniques provides 99possible techniques and practical guidance on how andwhen to apply them.

Book differs greatly from typical Business Analysisbooks which deal with IT Project requirementsmanagement. This book is for both experienced andinexperienced BAs and can also be useful for ProjectManagement professionals. It is a practical BusinessAnalysis book that helps to reiterate Business Analysisfundamentals to seasoned BAs and Project Managerswith practical business analysis problem resolutions andbest practices. Adoption of some of the day to day tipswill help experienced BAs and Project Managers to helpmanage Business Analysis challenges and tricky situationsmore efficiently and deliver results. Practical, Processoriented, incorporating industry Best Practices, and easyto read and use book can act as a guide to BAs andseasoned Project Managers.

This book is written by a practising consultant with usefulinsights into various aspects of this fancy butmisunderstood profession of consulting. The book is easyto read with a rich variety of examples making it simpleto understand different contexts and situations whichconsultants encounter. The book begins with developingan understanding about the consulting profession bothas an independent consultant as well as part of a large

consulting set up. Preparing for a consulting engagementhas been presented as a critical point in the consultingmaturity cycle. A simple and scalable approach forpreparation has been provided which can be used tomaximise the value created by preparation efforts relativeto the time available. Establishing credibility with the clientand positioning yourself perfectly has been dealt with ina practical manner using suitable examples. Engagement

Title : The Consultant’s Handbook – a practical guide to delivering high-valueand differentiated services in a competitive market place

Author : Samir Parikh

Publisher : John Wiley & Sons

Reviewer : Rajesh Parpyani, Head – Knowledge Management & Publications,Consultancy Development Centre

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with clients with the objective of enriching the client’sexperience has been presented with capturing of minutedetails like meeting objectives, team size, team plan, asalso the three distinct phases namely set-up includingcontext check point to ensure that expectations arealigned on both sides, meeting body and the closurefollowed by post meeting debrief.

In the first case study, a most common business situationfor any consultant i.e. exploring a new consultingopportunity has been dealt with in the most practical wayusing the initial meeting between client and the consultantto elaborate the principles explained in the book earlier.The meeting has been presented like a real meeting withreal questions and real responses along with associatedexplanations.

Presenting the proposed approach to the solution hasbeen illustrated very effectively with the help of anothercase study relating to a client in life and health insurancebusiness. Involvement of the client has been nicelycaptured again with the help of a meeting betweenconsultant and client in this regard. Tailoring the consultingapproach and scoping an assignment has also beenpresented using another case study from a client in

passenger airline business using logic tree technique toguide the client discussion.

In the last part of the book, author has covered some ofthe most important considerations during proposaldevelopment, suggesting items to include and practicesto avoid along with the essentials of delivery phase ofany consulting assignment, skills needed for effective clientinteraction and advising. Deductive and inductivereasoning methodsfor building arguments have been dealtwith in detail using illustrations and examples for lucidreading and understanding of the reader.

A distinct and noteworthy feature of this book is itsrichness in terms of examples for very situation, conceptpresented in the book.

The subject of consulting is vast and covering all aspectsin large details may not be an advisable proposition. Thisbook provides adequate inputs to prepare an incumbentfor entry into this profession. The students ofmanagement, economics and other streams aiming at acareer in consulting will also find this book to be a goodstarting point.

Book Review

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Title : Explaining Research: How to reach key audiences to advanceyour work

Author : Dennis Meredith

Publisher : Oxford University Press

Reviewer : Prof. G.S. Upadhyaya, Formerly Professor, IIT Kanpur

The present book is a handbook of the communicationskills, which aid in career success as well as in researchsuccess of any scientist. The author of the book had adistinguished career of 45 years as a sciencecommunicator at major Universities in USA, apart fromworking with science journalists at the majornewspapers, magazines and radio and TV networks. The

book, apart from 16 pages Introduction, contains fourParts, namely; Having a newer communicationparadigms (2 chapters, 22 pages), Effectively reachingyour peers (5 chapters, 60 pages), Engaging layaudiences (12 chapters, 92 pages), and Explaining yourresearch through the media (8 chapters, 92 pages). Inthe ‘Introduction’, the author explains how any research


Book Review

is a professional necessity. The emphasis is on do-it-yourself communications, which directly reach audiencethat can greatly affect ones research and career success.Some of the mechanisms are: prospective collaborationsin related disciplines, foundation and funding agencies,private donors, prospective students, Institution’sleaders, corporate parties, legislators and ones own familyand friends. However in doing this, there is a danger thatone may be accused by their colleagues of being publicity–hungry, self-promotions. The chapter illustrates how todevelop ‘strategy of synergy’ that enables one to planand carry out communications to make the benefitsoutweigh the costs in time and energy.

In Part One, the author puts emphasis on ‘activeaudience’, who instantly respond in ones talks, newsreleases, articles and books. The best way to cope withthe active audience is to communicate with them ratherthan to them.

Part Two of the book covers topics like learning one’sinstitution communication policies, such as media, internalcommunications and ‘branding’ policies. It also describesmany types of news releases including their many uses.The author emphasizes on effective news release, whichadheres to editorial rules. It suggests how to make theheader not only inclusive, but also clear and compellingones.

In Part Three, the author discusses how to increase theimpact of the text, audio and visuals by integrating theminto the multimedia packages that present the workers

in coherent framework. The possible components of themedia kit are also included. The text news releases, tobe emailed, should include a link to the Web version,which gives readers a richer resource, complete withmultimedia and link to background information. Thedetails of informative research, videos are also coveredin separate chapter. In addition, Wikis, blogs, podcasts,social networks and Webinars are also covered. Writingof popular articles and essays do form an integral part ofexplaining research.

The Final Part of the book emphasizes the need to usethe limited band width of the media to communicate theresearch story. The author laments the negligible capacityof popular media for research news and suggests theways to make the media interview work for researcher.One may be cautioned from communication traps. Onefull chapter is devoted to extricate one from such traps,or better still, to avoid them altogether.

In short, the present book under review is a must readfor any scientist, who wishes to communicate his/herwork to the general audience. The road map to achievethis depends on the type of communication facilitiesavailable in his/her institute. In addition, it serves purposeto management people for adopting the possiblecommunication steps in their organization.

The book ends with an exhaustive index (2 columns)covering 17 pages, which is utmost useful for any busyresearcher.

—***


Vikram Joshi holds BE degree (Mechanical) from Birla Institute of Technology-Mesra and MBA from theMaastricht School of Management, Holland. He has worked in various business functions in organizations likeHM, Eicher group, Electrolux, Development Alternatives etc. He did business intelligence news summaries, productupdates, competitive reports, content marketing work on a regular basis for 4 years for International Innovations,a US based business intelligence consulting firm that was later bought by the Calsoft group. He has also done thecomplete portfolio of content marketing work for an Indian IT firm with Fortune 1000 clients. He is currently theLead-Communications at Game Plan Consulting Services Pvt. Ltd. (www.gameplan-consulting.com)

Regi Mathew is a Professor of “Business Analytics” at the Norse Monee Institute of Management Studies,Bangalore. Prior to this, he was in the industry for a period of 15 years with GENPACT, Symphony MarketingSolutions and iGATE. He has worked in leadership roles for developing and delivering Analytics solutions in theareas Marketing and Financial Analytics. He is a Fellow of IIM, Ahmedabad. His current research interestsinclude Management of Analytics Process and Analytics of Social Media.

Dr. Moumita Das is presently working as Assistant Director at NCIDE. She did her PhD in Botany from theCentral Institute of Medicinal and Aromatic Plants, Lucknow. She has published three books with internationallyand nationally reputed publishers; one on a medicinal plant and two on interesting facts. She has several researchpapers and articles in the areas of medicinal plants, intellectual property rights, and sustainable development injournals of national and international repute. At present, her area of interest is to identify areas of intervention fordevising innovative solutions in the Open and Distance Learning (ODL) system and has published several articlesand papers on the subject.

Dr. Padmini Singh is presently working as a Public Prosecutor with Central Bureau of Investigation. She didher PhD in Law from the Faculty of Law, University of Delhi, Delhi. She has published articles and bookreviews on law in journals of repute. She has also been providing her legal expertise in various forums. Herareas of interest include Criminal Law, Intellectual Property Rights Law, International Humanitarian Law, RefugeeLaw, and Cyber Law.

Shiv M Kumar has over two decades of global marketing experience and co-founded the managed marketingservices firm, Augentia. Prior to Augentia, he has worked with Fortune 500 companies, and led marketing &strategic alliances, with brands like; Microsoft, Tally, Sage, and Compaq. He is a research scholar pursuing hisdoctoral program in marketing at IIM, Indore. He holds dual masters in marketing and consultancy management.

An early adopter of marketing effectiveness, he had established ROMI models to measure marketing promotionsimpact for Microsoft Corp, while he served in their Pricing division. He has worked directly in India, Middle East& the United States (US), and served global markets. Shiv is known for his contributions in pricing and analyticsfield and a speaker in forums including FICCI, IIMM, and IPMA.

Vijay Kumar Dharmadhikari has an overall 32 years of experience in national and international companies inthe fields of Research and Development, Manufacturing, Consultancy and Marketing. He is basically a MechanicalEngineer from BMS College of Engineering, Bangalore University. He has completed his MBA from the prestigiousSouthern Illinois University, Chicago, USA. Currently he is pursuing his PhD from Indira Gandhi National Open

Author Profile

http://www.gameplan-consulting.com)


University (IGNOU), New Delhi on the subject “Managing Technology and Operations Strategies for SustainedBusiness Growth in Robotics assisted Automation”. He is guided by the elite Dr. Parimal C Basak.VijayDharmadhikari is also the winner of the prestigious President’s award in 1994 for saving foreign exchange to thetune of 5 million US$ by successfully indigenizing a Lift Gear for a S-Band Antenna Platform for Indian Naval WarShip Radar System. At present he is Director (Sales and Marketing) in Cognitive Intelligent Systems Pvt. Ltd.,Pune who are envolved in the business of Robotics and Automation.

Prof. Parimal C. Basak has earned PhD in Industrial Management from IIT, Madras in 1985. His previousdegrees are in Mechanical and Production Engineering from REC (NIT), Rourkela. He has also attended sixFDP on Strategic Management at different IIMs. Dr. Basak has spent three years in Industry, PSU & Privateand Management consultancy. He has 28 years of teaching experience. He was Professor of MechanicalEngineering with Government Engineering College, Murthal, Haryana. He was also Professor of Management,IGNOU, NewDelhi.

He is supervising several PhD students in the area of Operations, Technology and Strategic Management. Prof.Basak is a Fellow of Institution of Engineers (India) and Indian Institution of Industrial Engineering. At present, heis Professor of Operations & Strategic Management with Bharatiya Vidya Bhavans Usha & Lakshmi MittalInstitute of Management, New Delhi.

Dr. Ashish Ghosh is a Professor with the Indian Statistical Institute. He has already published more than 200research papers in internationally reputed journals and refereed conferences and has edited eight books. Hiscurrent research interests include big data analysis, machine learning & data mining, image & video analysis,computational intelligence, neural & evolutionary computation and bioinformatics. Dr. Ghosh received the prestigiousYoung Scientists Award in Engineering Sciences from the Indian National Science Academy in 1995 and in computerscience from the Indian Science Congress Association in 1992. He was selected as an Associate of the IndianAcademy of Sciences, Bangalore in 1997. He is acting as a member of the editorial boards of various internationaljournals.

Author Profile


Author GuidelinesPerspectiveConsulting Ahead is devoted to the publication of articles advancing knowledge through research and cases in all sectors and disciplines ofconsulting. The objective of “Consulting Ahead” is to become a source of innovative thoughts, knowledge and information of concern forconsultants and their clients and other stake holders namely policy makers, academicians and professionals from various disciplines. Ourendeavor is to position this journal as a world-class journal on consulting.Paper SubmissionArticles Authors should submit the typescript of minimum 1500 words and maximum 5000 words (preferably) electronically in MS Word (in

British English), formatted with double-line space with 1-inch margin on all sides on A-4 size paper using Times New Roman fontof size 12. Email address for submissions is [email protected].

For the purpose of blind review, name(s) along with complete contact details of all authors should be mentioned on separate page andthe author(s) should not be identified anywhere in the script.

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Tables/charts/graphs with self-explanatory titles should be prepared on separate sheets and numbered consecutively.Book Reviews Reviews not exceeding 1200 words about recently published books across the sectors of consulting may be forwarded for inclusion

in the section, along with one copy of the book. Reviewer should mention the name of title/sub-title of the book, name(s) of author(s), name of publisher, place & year of publication,

in addition to the name and contact details of the reviewer(s).References From an Academic Journal paper:

Author of article, month & year of journal, title of article in inverted commas, title of journal underlined or in italics, Volume of journal,Issue number, Page number of the journal that the article begins on, or pages it starts and finishes on. For example: Fage, J.D. 1989“African Societies and the Atlantic Slave Trade” Past and Present no, 125, November 1989 pp 97-115.

From a newspaper article or non-academic Journal paper:Author of article, month & year of newspaper or journal, title of article in inverted commas, title of newspaper or journal underlinedor in italics, page number, column number. For example: Swanton, O. 14.4.1998 “Trouble in Paradise? As a top US universitydevelops a cyber campus Oliver Swanton explores its aims.” The Guardian Higher Education Supplement p. vi cols 1-5.

From a paper in Edited Volume:Author of article, month & year of publication, title of paper in inverted commas, name(s) of editors in italics, title of publication,place of publication, name of publishers and page number. For example, Karp RM., 2002, Reducibility among combinatorialproblems, In: Miller RE, Thatcher JW, Complexity of computer computations. New York, Plenum Press, pp. 85-103.

From a book:Author of the book, year of publication, title of the book, name of publisher and place of publication. For example, Chase R.B.,Aquilano N J., and Jacobs F.R., 2002, Operations Management for competitive advantage, Tata McGraw-Hill Publishing CompanyLtd, New Delhi, India.

From unpublished thesis, working paper etc,Author of the paper, month & year, title of paper, description of paper and place. For example, Magazine M. 2002, Optimal policiesfor queuing systems with periodic review. Unpublished Ph.D thesis, University of Florida, USA.

From a website:Author name, Year, ‘Article title1, Journal Utle, volume, issue, viewed Day Month Year, <URL>. For example: Griffith, AI 1995,Coordinating family and school: mothering for schooling’, Education Policy Analysis Archives, vol. 3, no. 1, viewed 12 February1997, <http://oIam.ed.asu.edu/epaa/>.

Review Processa) Firstly, on receipt of the articles/book reviews, authors should receive an acknowledgement, normally within 10 days.b) The Editor/Executive Editor will then scrutinize the articles/book reviews for their appropriateness to the scope of the journal.c) Articles/book reviews found appropriate for the Journal would then be sent out for blind review. The blind review normally assesses the

quality of the paper according to the criteria that includes the relevance, clarity and originality, extent of knowledge advancement,understanding and their likely contribution towards the development of consulting profession.

d) Based on the recommendations of reviewers, the Editorial Team then decides whether the paper should be accepted as it stands, acceptedsubject to minor revisions, resubmitted for review after major revisions, or rejected. The authors will receive feedback on the decision.Decision of CDC for publication of articles/book reviews in Journal shall be final. No correspondence in this regard shall beentertained.

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Birla Institute of Technology & Science (BITS), Pilani

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