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JUNE 5, 2005
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Birds Of A Feather
How much are you willing to pay for intellectual matter? It's the clash of the 'penguins'. Penguin, Pearson's book publishing brand, is all set to test stiff new price points for Hindi books in India. Linux, meanwhile, is still waving the 'free information' placard about. Which penguin do trends favour?


Lyrical Liril
Liril soap has gone in for a brand makeover, from package lettering to advertising libbering. The waterfall is now a bathtub, the hot swimsuit is now a red chilly, and the soundtrack takes a mid-twist.

More Net Specials
Business Today,  May 22, 2005
 
 
Bononomics 101

Surjit Bhalla on Sachs' pitiful poverty priority, plus quick reads on customer mania and VAT.

Poverty amidst plenty: But is a doubling of aid really a solution to the crisis?

In the end of poverty: economic Possibilities For Our Time, Jeffrey Sachs documents the 'end of poverty' scenario with passion and conviction. It is a universal dream, much like the dreams encapsulated in rock music, from the Beatles to U2. Sachs makes three major points in defence of the dream that now is the time poverty can be ended.

First, that the aid provided by donor countries in the past was inadequate; second, that the way the aid was channelled was inappropriate; and third, that "new" policies are necessary.

In essence, time for a "new" order, and, more money. Sachs asserts that today only 0.6 per cent of the rich world's GDP is needed to eradicate poverty. Since for decades the rich have agreed, in principle, to give aid equal to 0.7 per cent of GDP, the end of poverty can happen on our beat.

Sachs recognises that aid has not been fruitful in the past. But his answer: we need more aid! How much more: roughly double the present $60 billion (Rs 2,64,000 crore). But this time, we are assured, if directed towards infrastructure, education, health, governance, the result will be different. But that's precisely what the World Bank etcetera have been doing since inception 60 years ago. So what does the present (and past) $60 billion-a-year not achieve that the new $120 billion (Rs 5,28,000 crore) will achieve?

Sachs does not have the answer, but he has the faith. One has come to expect significant value-addition from Sachs. But his book is mostly a case of value-subtraction. Why this harsh conclusion?

THE END OF POVERTY
Economic Possibilities For Our Time
By Jeffrey D. Sachs
Penguin
PP: 396
Price: Rs 792

Let's look at Sachs's analysis, diagnoses and policy conclusions-the clues are the heavy recycling of old, old ideas. Analysis: "Even though life-saving solutions exist... these families and their governments simply lack the financial means to make these crucial investments". Diagnosis: "The chronic lack of donor financing robs poor countries of their poverty-fighting zeal." Solution: "When we get practical, and speak of investments in specific areas-roads, power, transport, soils, water and sanitation, disease control-the task is suddenly a lot less daunting... As I have stressed repeatedly, the actual transfer of funds must be based on rigorous, country-specific plans that are developed through open and consultative processes, backed by good governance in the recipient countries, as well as careful monitoring and evaluation".

Since Sachs quotes fellow travellers of the poverty industry, pi (examples: World Bank, United Nations Development Programme) so approvingly, he should know that "rigorous analysis, consultative process, good governance, country-specific plans, mothers' milk" etcetera are precisely what the pi has done for the last 40 years, and claims it will do for the next fifty. (Ending poverty is a never-ending process). But is that reason enough for the rich countries, or anyone for that matter, to double the aid money? And along the way, to increase allocations to international agencies by 50 per cent, to $15 billion (Rs 66,000 crore) a year? No. But Sachs says 'yes'. (Presumably, more aid for the wolf will ensure better teeth for better treatment of poor, poor Snowblack).

The question remains: how successful has aid actually been in reducing poverty? In 1987, world poverty was 28 per cent of the world's population. After 14 years of robust growth, both in developing country GDP (especially Asia) and in aid, poverty has been brought down to only 24 per cent; that is, a cumulative pace that did not even exceed population growth! Now I believe these numbers vastly understate the decline in poverty, and that growth worked rather well in reducing poverty. Considerable evidence also exists to at least hint at the possibility that aid was not effective. So what's the case for more of the same?

The poverty industry advocates a virtuous circle for themselves and a vicious cycle for the poor. The pi claims that but for them, the poverty problem would be even greater. That they have spent money only to help-so what if large amounts went to create jobs, and rich incomes, and rich pensions in the West. At least, the goal of the anointed, by the anointed, and of the anointed, was noble. Success was not possible because there wasn't enough money. Double the money, and follow the same policies, and Sachs assures us, the performance will also double. Which, on a low base of past performance, will not be enough to reduce poverty by much; and then the pi experts will argue for yet more money. Keeps everyone in business, and happy to be doing something, anything, to help the poor.

This book is about the end of nightmares. The difference between Sachs and others who share his vision (difficult not to share it-how can one be opposed to waking up each morning to a "beautiful day"?) is that it is indeed okay, even desirable, for rock star Bono (who writes the foreword) to set the pace for our dreams. Rock stars are allowed, even expected, to be idealistic. And Bono deserves all the accolades for his music, and for his fight for the downtrodden. Alas, the same cannot be said of Sachs. Economists are trained to be realists. The advocacy of dreamonomics or Bononomics is not something expected of an economist, let alone a star economist.


CUSTOMER MANIA
By Ken Blanchard, Jim Ballard &
Fred Finch
Harper Collins
PP: 194
Price: Rs 195

Billed as 'the ultimate customer services book' by no less than Tom Peters, Customer Mania provides an insightful account of building a superlative customer service organisation through the lens of Yum, the restaurant company that runs kfc, Pizza Hut and Taco Bell.

Ken Blanchard, the celebrated author of the One Minute Manager series and his co-authors advocate a common sense as common practice approach here. Treat customer-facing employees as the most important people in your company, and then they in turn will treat customers as the most important people in the world. And just how? Understand people involved with your business-customers, suppliers, franchisees, employees and investors. And if that sounds too simple, even simplistic... well, it is pretty much so, say the authors.

Spelling out a four-step formula, rooted in Yum's experience in turning itself from a lacklustre entity five years ago to a hot-and-happening company today, the book explains how to build a customer-focussed company. The good part: the book does not fight shy of asking tough questions.


HOW TO DEAL WITH VAT
By Kul Bhushan
Pearson Power
PP: 197
Price: Rs 195

Even after 10 years and countless jaw-jaw sessions, India's state-level value-added tax, or vat, continues to elude national consensus. It has been witness to the rise and fall of many a government portraying it as a good way to simplify taxation and curb black money, without actually implementing it.

Finally, on April 1, 2005, it was activated in most states, but it is still not VAT as the international community knows it. Popular ignorance of vat has been a hurdle, as also resistance from small shopkeepers. Here, Kul Bhushan, former editor of The Nation, presents a vat primer that cuts out all the jargon. Step by step, the book takes the reader through how to calculate and pay it, with a few light-hearted quips along the way. The 100 Frequently Asked Questions on vat are a help as well.

 

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