CEOs are blogging-averse: IIM-A

Most of the Indian-origin CEOs and top executives,who have taken up blogging,are associated with Information Technology and internet sectors.

Most of the Indian-origin CEOs and top executives,who have taken up blogging,are associated with Information Technology and internet sectors,in other sectors prospects are barren,a study conducted by the Indian Institute of Management-Ahmedabad (IIM-A) has said.

The study,conducted by the visiting assistant professor Smeeta Mishra and one of her students Rajesh Kannan says that the Indian business blogoshpere is still in a nascent stage as blogging is not very popular among the top brass.

“The trend of few Indian executives blogging is in keeping with the worldwide trend of unpopularity of blogging among top executives. Worse still,only two of the executive bloggers in this sample are women,” the study said.

The results indicate that even as the Indian blogosphere remains dominated primarily by executives from the Information Technology and Internet sectors,those from other sectors have not really started exploiting its power,it further said.

The study done using internet as a medium,could identify 35 individual blogs by Indian origin CEO and executives as a sample size,where they have excluded company blogs in which some of the top businessmen may be contributing.

“When blogging is gaining popularity among political leadership,Bollywood personalities and even sportsperson,Indian business leaders are not exploiting its power,” Mishra said.

Bollywood superstar Amitabh Bachchan and BJP leader L K Advani use blogs to communicate with their supporters and fans.

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Mishra is hopeful that future of Indian blogging is bright with the inclusion of names like Ajit Balakrishnan,Founder Chairman and CEO,Rediff.com,Anaggh Desai,CEO,The Bombay Store,Ganesh Natarajan,Vice Chairman and CEO,Zensar among others in the list of bloggers.

While most bloggers live in India,the rest are top executives of Indian origin living abroad,including United States,Australia and Canada.

The blogs studied by them have found out contents on subjects of Industry Outlook,Technology Trends & Tips Current Affairs,Marketing and Advertising,Insights on the Economy Online Social Media and Networking among others.

“They selected this topic of study as they could not find any previous study done on the subject,” Kannan added.