Commerce and Financial Management

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/215

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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.
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.