Cognitive Dissonance

Cognitive dissonance refers to a mental state of conflict whereby an individual’s behaviour doesn’t go hand in hand with his/her mindset or psychology. This is because an individual’s mind is always stuck between different perceptions, values, beliefs and attitudes. Today, his theory of cognitive dissonance is considered one of the most influential theories in social … Read more

Personal Branding

Definition: Personal branding is a promotional strategy which individuals use to project their strengths to the outside world.  Optimal personal branding should enable those who use it to stay ahead in their careers and eventually become authorities in their areas of specialization. In a scenario characterized by aggressive competition, there is a need for individuals … Read more

Maslow’s Hierarchy of Needs

Definition: Maslow’s hierarchy of needs is the phenomena stating that human beings follow a systematic upward order of wants or requirements. The bottom-most level involves physiological necessities while the topmost level is the desire of attaining self-actualization. Thus, at each level of needs fulfilment, human motivation rises. While this theory is old enough, it still … Read more

Line of Credit (LOC)

Definition: A line of credit (LOC) is a unique and flexible borrowing method offered by banks and other financial intermediaries to individuals, business firms, and governments. It is similar to a credit card because it allows the user to avail of a limited amount whenever needed and for whatever reason. This limited amount is referred … Read more


Definition: DAGMAR is a popular advertising strategy brought forward by Russell Colley in a 1961 report presented to the US Association of National Advertisers. This report was titled “Defining Advertising Goals for Measured Advertising Results” (DAGMAR). The theory aims at setting defined and measurable advertising goals or objectives.  Both Colley and Solomon Dutka expanded it in … Read more

Capital Market

Definition: A capital market is a place where medium to long-term securities are traded. These securities include company shares and different forms of the private sector and government debt. Capital markets, among others, aim to boost transactional efficiencies by creating an avenue for holders and seekers of capital to transact. The capital market enables companies, … Read more

Succession Planning

Definition: Succession planning refers to the process or strategy through which an organization identifies and develops candidates competent to take up the leadership and other positions that the present occupants will vacate in the future due to expected or unexpected reasons like retirement, relocation to other companies, incapacitation, death, etc. These potential replacements can be … Read more

ESG Investing

Definition: ESG investing is a form of investment that emphasizes non-financial but environmental, social, and governance factors or metrics (rather than just financial returns) when making investment decisions. It is an ethical perspective towards the company’s performance and potential. ESG investing goes like this: E – Environmental Factors S – Social Factors G – Governance Factors … Read more

Reorder Point

Definition: The reorder point (ROP) or re-order level is a specified minimum level of inventory or stock of a particular product at which a firm decides to replenish or place a new order for that product. This new order (or reorder quantity) may be in the form of raw materials or finished goods. Hence, a … Read more

Financial Intermediaries

Definition: Financial intermediaries are the individuals or institutions which discursively connects the depositors with the borrowers. It acts as a medium between both by using the depositors’ funds for offering a loan to the borrowers. While these financial intermediaries make income from the interest rate spread. Interest rate spread can be explained as the earnings … Read more