In face of the growing economic challenges of the world market, its volatile behavior and its transitional mood maneuvering tactics, the significance of Executive Education has been growing with every coming day. As the big business cartels and multinational companies are magnifying their volume and scope with multiple products, the room for local businessmen and industries in the local market for trade practice is shrinking. Here comes the executive education to rescue.
Take the example of poultry industry in Pakistan. Pakistan’s local poultry industry is well established. It is the 2nd largest industry of Pakistan having investment of 75 Billions. Since 2003 Pakistan Poultry industry has been facing the crisis in the name of Avian Influenza, popularly known as bird flu. Almost every year, the panic of bird flu spreads, which causes Pakistan poultry industry loss of millions of chicken and dollars. But most of the time the news of outbreak of bird flu in Pakistan was nothing but a rumor and a false propaganda. A report published in the daily newspaper Dawn said: “ ISLAMABAD: Health experts on Monday rejected the news item which mentioned that threat of bird flu looms large over Pakistan and said it was all due to the misinformation.” Dr. Raja Rafaqat Hussain Animal Husbandry Commissioner, MINFAL. “categorically made it clear that the disease of Bird Flu never existed in Pakistan and in the previous crisis, poultry industry suffered not due to Bird Flu as it was non-existent but because the misinformation worked and the customers bought the defective information and stopped buying the product.”
The beneficiaries of this misinformation are some foreign companies which deal in the internationally certified processed chicken. These companies, in order to grab the local poultry market create this havoc and make huge of it what it is not in real. The brand conscious people rush to get branded chicken driven by the panic of bird flu.
The local poultry industry observed that with their traditional ways to persuading people to buy the local chicken through advertisement, news letters and press conferences etc against the rumors of bird flu were not much effective. They had to break new grounds to convince the people that the bird flu was a rumor. They came out with virgin ideas: they arranged walks and celebrated Eat Chicken Days. On the Eat Chicken Days, in addition to common people many high officials and government ministers were also invited to have free baked and roasted chicken and they did participate.
This caused good impact on the masses and the rumor began to die down. Though reluctantly, but the people stated buying chicken again and the national poultry industry which seemed having its last breath was revitalized by the executives skills of the executives of the local poultry industry. The specter of bird flu was over.
All this was made possible by the executive qualities of the chairman of Pakistan Poultry Industry (Punjab Zone) Mr. Abdul Basit and his team leaders who showed exemplary leadership in time of crisis.
This sort of instances shows the executive, leadership skills. This is what makes up executive education. These are the qualities: leadership, determination, creativity to adopt new ways to advertise and to convince masses, which through executive education are tried to install in the individuals.
Since the media is very influential, the present era is the era of information technology. Every decade, even the new methods are modified, improved and manipulated by the competitors; therefore, the executive education needs to be a subject which is all the time alive to the transition in the real world.
