New entrants have to instil special energy to market

Chennai, Jan 20 (UNI) Mr R Gopalakrishnan, Executive Director, Tata Sons Ltd today said special energy, "something special from new entrants" was required for good marketing and make the market alive.

Inaugurating an International convention 'Advertising's Future Shock III', organised by the Advertising Club Madras, as part of its Golden Jubilee Celebrations here, he said a special energey was required to keep pace with the development of markets.

"Marketing and Business people have always been fascinated by the changing nature of the world around them and of the specific markets they serve," he said.

Stressing the need to overcome the forces of entropy affecting the markets, Mr Gopalakrishnan said "entropy is derived from laws of thermodynamics which means energy will naturally flow from a state of greater organization to a state of lower organization.

As this is the law of nature, it requires special energy to achieve the opposite. This concept is visible in markets as well.

When someone creates a great new market, the forces of entropy like a gravitational force drag it down into a commoditized category." he said.

He said the early Globalization began with people travelling across lands to trade and exchange ideas. The five waves which states the period from Steam Age to Information Age underlines as how truly the dramatic changes in the market were, he said.

On paradoxical forces driving Indian markets he said "despite of losing share in the world prosperity market, India is now returning to centre stage. India is a consumption market, not an export oriented market." More UNI