Browsing by Author "Anuranga, B.K.H.D."

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The Battle against the World of Piracy: A Case Review of ABC Entertainment
(Staff Development Unit, Faculty of Commerce & Management Studies, University of Kelaniya, 2015) Abeywardana, N.L.E.; Jayarathne, L.C.H.; Jeewandarage, P.M.; Lasantha, S.A.R.; Dissanayake, D.M.N.S.W.; Jayarathne, B.C.P.; Hettiarachchi, H.A.H.; Anuranga, B.K.H.D.
In general, gaining of competitive advantage is the main objective of a company’s survival. In the pursuit of achieving this companies explicitly or implicitly adhere to many strategies and many external factors which beyond the company’s control affect this process. Thus is it inevitably complex and only keen companies survive? Provided that, in this review note we bring a contemporary case into discussion. ABC entertainment was one of the finest companies established in Sri Lanka and their core business was selling artistic content in different forms; ringtones, compact discs, etc. Their main revenue generator relied upon the ringtones supplied to mobile operators such as Mobitel, Dialog, Etisalat, Hutch and etc. Back then, Mobitel operated as the industry leader of telecommunication and subsequently companies entered to a price war with the emergence of companies like Airtel in 2009. All the companies faced severe reductions in revenue and found tough to operate. As means of survival and retaining competitive positions companies’ implemented strategies such as adding value added services such as internet and data. The review proceeds discussing problems raised in the revenue models of the companies providing facts in relation to telecommunication industry in Sri Lanka, management structure and etc. Finally the review suggests strategies as means of survival.
DCD Turns Milk Powder Industry Inside Out
(Department of Marketing Management, Faculty of Commerce & Management Studies,University of Kelaniya, 2015) Anuranga, B.K.H.D.
Entrepreneurial Orientation at ABC Hotels PLC
(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Anuranga, B.K.H.D.
This case study is about Entrepreneurial Orientation (EO) dimensions of autonomy, risk tating, innovativeness, proactiveness and competitive aggressiveness practiced at ABC Hotels plc, hypothetical name, as it is the benchmarking company for many practices in Sri Lanka. This is a qualitative study where the data for the research were gathered via interview and the annual reports of ABC Hotels plc. With regard to autonomy, middle and lower level managers had not been vested power to act as they wish. On the contrary, almost all the employees were vested with the power to bring forth anything to the ground as they wish provided they bring business turnarounds. Business risk taking is fairly high as it undertook loss incurring TA, and with a long term payback period of Obrim with huge investment. Proactiveness and competitive aggressiveness were seen in practice fairly. In conclusion it was observed that all the dimensions of EO except for autonomy were fairly practiced at ABC Hotels plc.
How Brands opt Social Media Influencers for Influencer Marketing on Instagram: A Study on Sri Lankan Beauty & Personal Care Brands
(Sri Lanka Journal of Marketing, University of Kelaniya, 2019) Lakmal, K.G.P.; Hettiarachchi, H.A.H.; Anuranga, B.K.H.D.
Prominent studies revealed that building the right relationship with the right social media influencer is one of the biggest challenges in influencer marketing. This study mainly aimed at exploring how Sri Lankan beauty and personal care brands opt social media influencers for their influencer marketing campaigns on Instagram. To fulfill the purpose of the study, the study adopted qualitative research approach based on semi-structured interviews to collect responses. The respondents were the personnel responsible for supervising influencer marketing campaigns of beauty and personal care brands in Sri Lanka. The study adopted thematic analysis to perform the analysis of the study and revealed that Sri Lankan beauty and personal care brands opt social media (Instagram) influencers based on top four “REAL” qualities, namely: Relatedness, Engagement, Authenticity and Loyalty. Moreover, researchers discovered the main reasons for choosing social media influencers by Sri Lankan beauty and personal care brands. In addition, study found that the same brands were not much interested in checking the demographic details when selecting social media influencers.
Impact of Climate Change on Paddy Yield; An Empirical Study based on Hambantota District
(University of Kelaniya, 2014) Anuranga, B.K.H.D.
The intergovernmental panel on climate change (IPCC) defines Climate Change (CC) as the change in the state of the climate that can be identified (using statistical tests) by the changes in the mean and or the variability of its properties and, that persists for an extended period, typically decade or longer”. Paddy cultivation is highly vulnerable to CC and subsequently its yield determines how much income is earned by farmers. This study was undertaken by the researcher to ascertain whether there is a relationship between CC on paddy yield gained by farmers in Hambantota district as the same study dedicated to Hambantota District has had not been done. Data, temperature and rainfall, for a period of 30 years both in Yala and Maha were obtained from the Meteorological Department in Sri Lanka at the same time paddy yield in Hambantota district also was used and regression analysis used in quantitative method analysis was employed in determining whether CC has an impact on paddy yield gained the. The researcher built following hypotheses for the model Rise in temperature may impact on crop yield to fall down, fall in temperature may impact on Crop yield to fall down, and Rise may impact Crop Yield to increase. It was found out that temperature has a significant impact on paddy yield whereas rainfall has no significant impact on paddy yield. Additionally, an independent predictor variable, extent of land makes a significant impact on paddy yield. To mitigate the adverse effects of CC, enlarging the extent of land cultivated and remedial actions to be taken to control the adverse impact by rise in temperature were also suggested.