This issue deals with topics such as the impact of relationship marketing strategy on customer loyalty, the propensity for stating the centrality of research for brand building in the top tier management schools, IFFCO-TOKIO's insurance policy for the IT/ITES sector, and talent management and employer branding.

Marketing has made a paradigm shift from transactional approach to relational approach. We are living in a globalized world where competition has become an unavoidable element of business and customers have become scarce. This has led to a situation where all the firms in the same industry are trying to attract the same customers in various ways, even while offering similar products and services. They are using relationship marketing approach to ensure that the customers remain loyal and come back to them for the same products and services. Kunal Gaurav, in the research paper, "Impact of Relationship Marketing Strategy on Customer Loyalty", focuses on the impact of various demographic variables like gender, income and education, in association with marketing variables, on customer loyalty.

Research activity is a potential platform around which institutional brands could be built to counter media rankings of management schools which causes much heartburn to many in India. Raashid Saiyed, in the research paper, "An Examination of the Propensity for Stating the Centrality of Research for Brand Building in the Top Tier Management Schools in India", examines the propensity for stating the centrality of research amongst the top tier management schools in India in their self-descriptions, which could drive their brand building efforts by creating appropriate knowledge structures in the minds of relevant public. Based on the publicly communicated research activities at these management schools, the author focuses on the brand building efforts and concludes that though the potential to build organizational identity and brand around research activity exists, these top tier management schools need to consciously make the commitment and take the plunge.

The IT/ITES Sector is an upcoming sector in India with immense potential, catering to the needs of both the Indian and foreign companies. Sandeep Ray Chaudhuri and Joy Chakraborty, in the research paper, "IFFCO-TOKIO: Catering to the IT/ITES Sector in India", say that IFFCO-TOKIO General Insurance Company Limited (ITGI) is the first private general insurer to launch an innovative policy entitled `Errors and Omissions (Technology) Liability Policy' aimed at safeguarding the interests of the software and Business Process Outsourcing (BPO) firms in India. The policy is believed to be living up to the expectations and needs of the country's sunrise sector. The author opines that there are very few players having such a specific policy designed for the IT/ITES sector in India. The author focuses on the strategies adopted by the company to explore the opportunities and simultaneously take care of the concomitant challenges.

Competitive marketplace and challenging economic conditions have given rise to a dearth of talent. Neeti Leekha Chhabra and Aparna Mishra, in the research paper, "Talent Management and Employer Branding: Retention Battle Strategies", say that the organizations cannot afford to be complacent about retention, especially of high quality employees. Because of shortage of skilled workforce, organizations are adopting various strategies to curb attrition and attract and acquire the right talent. Retaining employees is more important than hiring them, as talented resources have many opportunities available. It is therefore important for organizations to move retention to number one priority and recruitment to number two. In addition to various other strategies, talent management and employer branding contribute to acquisition and retention of the desired workforce. The authors focus on the various strategies that organizations are adopting in both these areas to achieve the organizational goals and have a competitive edge over other organizations.

- T R K Rao
Consulting Editor