Opinion
Comprehending “Consumer Strategy”: Myriad memories of a Mentor
Ten years have passed so rapidly. It reminds me of the late Prof. Uditha Liyanage, my management mentor. He was a sage of our age, in touching many minds as a marketing maestro, left us on 10 August 2015 at the age of sixty-one. There was a valued volume titled, “Consumer Strategy,” published posthumously containing myriad thoughts of my mentor. Today’s column is a reflective revisit of his contributions.
The Postgraduate Institute of Management has posthumously published his final contribution, “Consumer Strategy” in 2016. We renamed the PIM library as “Prof. Uditha Liyanage Memorial Library” in honour of him. In August, 2019, we launched “Prof. Uditha Liyanage Memorial Oration” as a biennial event. My attempt is not to repeat his accolades but to reflect on his renderings of brilliance.
I still recall how the alumni of the Postgraduate Institute of Management (PIMA) together with the Sri Lanka Institute of Marketing (SLIM) and the Chartered Institute of Marketing (CIM) organised an event that revolved around the book, “Consumer Strategy,” a collection of articles by Prof. Liyanage published posthumously. After a brief recollection of reminiscent memories of Prof. Liyanage by Dr. Wickrema Weerasooria, Deepal Suriyaarchchi provided a comprehensive review of the book. Next was a panel discussion featuring Eardley Perera, Dr. Asanga Ranasinghe, the current Director of PIM, and me, as the then Director of PIM. It was heartening to see my idea of a collaborative event involving PIMA, PIMA, SLIM, and CIM becoming a meaningful and memorable reality.
At the panel discussion, I mentioned that I am not competent enough to comment on this masterpiece and suggested offering a non-marketer’s perspective. Ironically both me and Dr. Asanga Ranasinghe ( then President of CIM) were in the same MBA batch of PIM, being students of Prof. Liyanage. On the other hand, Eardley Perera, a pioneering marketeer, had been a teacher of Prof. Liyanage in the MBA programme of PIM.
Deepal in his emotional thought sharing identified Prof Liyanage as a marketer, strategist, leader, and a philosopher through his writings in the book. He meaningfully linked the contents of the book to the cognizance of Prof. Liyanage’s life. It reminded me the way I wrote the forward to the book stating that “Consumer Strategy” is a compilation of comprehensive articles written by perhaps the most conceptually rich person I have ever met. His ingenious ideas have immensely inspired us, in inviting us to be intellectually enriched and interactively engaged. I am glad that I had the privilege of being mentored by him but indeed sad that it could not be continued.
The twenty articles contained in this volume are all selected by Prof. Uditha Liyanage himself some time ago. They cover a wide range of topics in the broad domain of management, with specific emphasis on marketing and strategy. The depth of conceptual appeal and the breadth of concrete application appear as the hallmark of the veteran author. Variety of valued marketing models developed by Prof. Liyanage is included in this volume, inviting the readers to think afresh, instead of blindly transplanting the western marketing models. Similar is true for strategy as well.
We were keen on launching Consumer Strategy together with a felicitation ceremony for this fascinating human being. Destiny decided otherwise. Nevertheless, Prof. Uditha Liyanage the author will continue to live in our minds through his myriad insights. We at PIM committed ourselves in carrying his legacy forward. Publishing Consumer Strategy and jointly organising an evening event to discuss the contents of it are significant steps in that solid endeavour.
Contents Revisited
As it has always been, Prof. Uditha Liyanage invites us not just to read the book, but to recognise the key themes, reflect on the main ideas, and relate the concepts covered to the current challenges. It should reinforce the way one professionally applies the key lessons, in playing a managerial and leadership role in one’s workplace. In essence, knowing should lead to doing and that in turn will deliver results.
“Consumer Strategy” essentially revolves around two key themes, viz. consumer and strategy. Among the articles related to consumer aspect in the broad spectrum of marketing, Marketing Strategy and Society: From CSR to SRB is an interesting one. Prof. Liyanage clearly differentiates philanthropy from strategic Corporate Social Responsibility (CSR). We need this clarity, as I saw in the judging process of last National Business Excellence Awards, where there is often confusion between the above two terms.
Among the other insightful papers, “Brand Marketing: From 1P to 6Ps”, “Five Hats of the Consumer”, “Goods – Services Dichotomy: The Place of the Tangibility Construct”, “Towards a Positioning Strategy for Tourism in Post-war Sri Lanka” and “Consumer Behaviour and the Anatomy of a Brand” appear prominently. Also, “Profiling the Sri Lankan Consumer,” ” A Customer Value Typology: Beyond the Functional – – Emotional Dichotomy” also offer many insights.
Prof. Liyanage’s conceptualization of “Sri Lanka’s New Mod-tradi Consumer” is indeed an interesting one. “The harmonization of the traditionalist and modernist forces gives rise to postmodernist tendencies in the Sri Lankan marketplace,” observed he. “A mis-match of the two, produces either an overly traditional, and therefore, an old fashioned and obsolete proposition or a hyped rendering of an overt western and modernist proposition.”
“The challenge of today’s marketer is to sense the emerging postmodernist propensities of the emerging consumer and develop propositions and products that avoid the two extremes of being either overly traditionalist or modernist.” says Prof. Liyanage. “Such an endeavour must be based on the recognition of the points of confluence and fusion that appeal to a new breed of postmodern consumers.” “This in turn would be possible only through the deep-going understanding of the psyche and the behaviours of the new and emerging Sri Lankan postmodern consumer,” he concludes.
Strategy Focus
Prof. Liyanage gave a new twist to the often hacked term strategy. His bold arguments are present in the article, “Planning is not Strategy: Big 5 Strategy Questions”.
Strategy is often confused with planning. The many definitions and delineations of strategy, which highlight one or more aspects of strategy, while ignoring the others, have led to a state of confusion as to what strategy really is. This is evident in the content-analysis of the vision, mission, and value statements of a number of companies. Not only were the analyzed company – specific statements vague and general, they were also unrelated to one another. Specifically, the espoused values were generic and terminal in nature and unrelated to the tasks and goals at hand. (Liyanage, 2015)
In order to avoid the confusion in the minds of practitioners, and as reflected in the literature itself, Prof. Liyanage proposes a Strategy Quadrant, consisting of Stand, Standing, Shared values & Supportive Resources and Capabilities, and Steps.
“Seeing strategy as action is also flawed. “Our strategy is to merge …,” and “….to double our research and development expenditure” are commonplace expressions which tend to pass-off as strategy,” observes Prof. Liyanage. “Putting the planning cart before the strategy horse is a blunder that bedevils many an organization in its attempt to hone strategic action,” he opines.
In a more applied manner, Prof. Liyanage has elaborated on how strategy execution took place on the battle front. This article is based on the content analysis of two comprehensive post-war presentations made by military experts. The way he compares the adaptation of suitable military strategies to marketing is indeed insightful.
“Don’t be an “arm chair” leader but a “behind the wheel” leader! When the leader has superior knowledge of a particular area of activity, not making full use of it in his direct engagement with operations, is a waste of a vital resource. The often- espoused leader-role hinders such a direct approach. (Liyanage, 2015)
Among the other interesting articles related to strategy, “The Myth of Pay-for-Performance” and “In Search of Resilience: From Pilot to Architect” also offer salient points to ponder.
Letting a turbulent environment get the better of you is fraught with the prospect of extinction. Responding to turbulence with resilience is the way forward. The Darwinian approach of adaptation as reflected in the rebound cycle is natural. Its intent is to get through the crisis and emerge unscathed as far as possible. A more Singarian approach, characterized by an internal locus of control as reflected in a renewal cycle, is to continually renew oneself in order to stay ahead of unfolding patterns and the trajectory of turbulence (Liyanage, 2015).
Way Forward
We at PIM are indeed proud of our profound management legendary and would continue to preserve his intellectual capital for the generations to come. It is encouraging to note that Dr. Asanga Ranasinghe and three have joined together in providing us a taking the seminal work of Prof. Liyanage to a new level with their recent publication titled, ” Contemporary Sri Lankan Consumer.” They have given due respect to Prof. Liyanage’s seminal work and expanded the approach which is rich with current contextual relevance.
“A life well-lived is a life never forgotten,” This is very true for our marketing maestro, Prof. Uditha Liyanage. More than a mere marketer, I saw the serene spiritually of a daily-meditating and a dearly caring human being, in him. We will respectfully remember him with the next biennial oration planned for 3 September, 2025, delivered by Dr. Harsha Cabral, renowned legal luminary, and a friend of the late Prof. Liyanage. I am eagerly looking forward to it.
Ajantha Dharmasiri, a Senior Professor in Management, and Independent Non-executive Director, can be reached at ajantha@pim.sjp.ac.lk, ajantha.dharmasiri@gmail.com or www.ajanthadharmasiri.info.)
by Ajantha Dharmasiri ✍️
Senior Professor in Management, Postgraduate Institute
of Management
Opinion
Ministerial resignation and new political culture
The resignation of Energy Minister Kumara Jayakody comes after several weeks of controversy over his ministerial role. The controversy sharpened when the minister was indicted by the Commission on Bribery and Corruption for a transaction he was involved in ten years ago as a government official in the Fertiliser Corporation. The other issue was the government’s purchase of substandard coal from a new supplier. Minister Jayakody’s resignation followed the appointment of a Special Presidential Commission of Inquiry to investigate coal and petroleum purchases. The minister who resigned, along with the Secretary to the Ministry of Energy, Udayanga Hemapala, stated that they did not wish to compromise the integrity of the investigation to be undertaken by the Commission of Inquiry.
The government’s initial resistance to holding the minister accountable for the costly purchase was based on the argument that the official procedure had been followed in ordering the coal. However, the fact that the procedure permitted a disadvantageous purchase which has come to light on this occasion suggests a weakness in the process. The government’s appointment of the Special Presidential Commission of Inquiry to examine purchases as far back as 2009 follows from this observation. In this time 450 purchases are reported to have been made, and if several of them were as disadvantageous as this one, the cost to the country can be imagined. The need to investigate transactions since 2009 also arises from the possibility that loopholes in official government procedures in the past would have permitted private enrichment at a high cost to the country.
Concerns have been expressed in the past that the purchase of coal and petroleum, often on an emergency basis, enabled the use of emergency procurement processes which do not require going through the full tender procedures. The government has pledged to eradicate corruption as its priority. As a result, the general population would expect it to do everything within its power to correct those systems that permitted such corruption. Accountability is not only forward looking to ensure non-corrupt practices in the present, it is also backward looking to ensure that corrupt practices of the past are discontinued. This would be a matter of concern to those who headed government ministries and departments in previous governments. Those who have misapplied the systems can be expected to do their utmost to resist any investigation into the past.
Politically Astute
One of the main reasons for the government’s continuing popularity among the general population, as reflected in February 2026 public opinion poll by Verité Research, has been its willingness to address the problem of corruption. Public opinion studies have consistently shown that corruption remains one of the top concerns of citizens in Sri Lanka. The arrests and indictments of members of former governments have been viewed with general satisfaction as paving the way to a less corrupt society. At the same time, the resignations of Minister Kumara Jayakody and Secretary Udayanga Hemapala are an indication that not even government members will be spared if they are found to have crossed red lines. This is an important signal, as public confidence depends not only on holding political opponents to account but also on demonstrating fairness and consistency within one’s own ranks.
There appears to be a strategy on the part of the opposition to target government leaders and allege corruption so that ministers will be forced to step down. Organised protests against other ministers, and demonstrations outside their homes, are on the rise. The government appears not to want to give in to this opposition strategy and therefore delayed the resignation of Minister Jayakody until it had itself established the Special Presidential Commission of Inquiry. It enabled the minister to step down without it seeming that the government was yielding to opposition pressure. In political terms, this was a calibrated response that sought to balance the need for accountability with the need to maintain authority and coherence in governance.
The demand by opposition parties to focus attention on the coal problem could also be seen as an attempt to shift the national debate from the corruption of the past to controversies in the present. The opposition’s endeavour would be to take the heat off themselves in regard to the corruption of the past and turn it onto the government by making it the focus of inquiries into corruption. The decision to set up a Special Presidential Commission of Inquiry accompanied by the resignation of the minister and the ministry secretary was a politically astute way of demonstrating that the government will have no tolerance for corruption. It will also help to remind the general public about the rampant corruption of past governments which prevents the opposition’s corruption accusations against the government from gaining traction amongst the people.
New Practice
The resignation of a government minister who faces allegations but has not been convicted is still a relatively new practice in Sri Lanka. The general practice in Sri Lanka up to the present time has been for those in government service, if found to be at fault, to be transferred rather than removed from office. This is commonly seen in the case of police officers who, if found to have used excessive force or engaged in abuse, are transferred to another station rather than subjected to more serious disciplinary action. A similar pattern was seen in the case of former minister Keheliya Rambukwella, who faced allegations of corruption in the health field but was reassigned to a different portfolio rather than removed from government.
Against this background, the present resignation assumes greater importance. It signals a willingness to break with past practices and to establish a higher standard of conduct in public office. However, a single instance does not in itself create a lasting change. What is required is the consistent application of the same principle across all cases, irrespective of political affiliation or convenience. This is where the government has an opportunity to strengthen its credibility. By ensuring that the same standards of accountability are applied to its own members as to those of previous governments, it can demonstrate that its commitment to good governance is not selective.
The establishment of the Special Presidential Commission of Inquiry, the willingness to accept ministerial resignation, and the recognition of systemic weaknesses in procurement are all steps in the right direction. The challenge now is to ensure that these steps are followed through with determination and consistency. If the investigations are conducted impartially and lead to meaningful reforms, the present controversy could mark a turning point. The resignation of the minister should not be seen as an isolated event but as the beginning of a new practice. If it becomes part of a broader pattern of accountability, it can contribute to a new political culture and to restoring public trust in government.
by Jehan Perera
Opinion
Shutting roof top solar panels – a crime
The Island newspaper’s lead news item on the 12th of April 2026 was on the CEB request to shut down rooftop solar power during the low demand periods. Their argument is that rooftop solar panels produce about 300 MW power during the day and there is no procedure to balance the grid with such a load.
We as well as a large academic and industrial consortium members have been trying to promote solar energy as a viable and sustainable power source since the early 1990’s. We formed the Solar Energy Society and made representations to Government politicians about the need to have solar power generation. This continuous promotional work contributed to the rapid increase in PV solar companies from three in the early 1990’s to over 650 active PV solar companies established today in the country. These companies have created tens of thousands of high-quality jobs, as well as moving in the right direction for sustainable development.
However, all these efforts appear to have been in vain since the CEB policy makers have continuously rejected solar energy as a viable alternative. Their power generation plans at that time did not include solar energy at all but only relied on imported coal power plants and diesel power generation. Even at the meetings where CEB senior staff were present, we emphasised the importance of installation of battery storage facilities and grid balancing for which they have done nothing at all over the past three decades. Now they have grudgingly accepted the need to include solar energy, which was an election promise of the present government. The government policy is that Sri Lanka should go for renewables to satisfy 70% of its energy needs by 2030 and soon move towards the green hydrogen technology by using solar and wind energy.
The question is why the diesel generators and hydropower stations cannot be shut off one by one to accommodate the solar power generated during the daytime. Unlike a coal-fired plant, diesel generators and hydro power plants can be shut off in a relatively shorter period of time. Norochchalai Lakvijaya power plant produces around 900 MW of power while the total country requirement is 2500 MW on a daily basis. The remainder is provided by diesel generators, hydro and other renewable energy sources.
The need for work to achieve this goal of grid balancing should be the primary responsibility of the CEB. Modern grid balancing systems are in operation in countries such as Germany where around 56% of its energy come from renewable sources. They also plan to increase this to reach 80% of the energy required through renewables by 2030. Our CEB is hell bent on diesel power plants. Who benefits from such emergency power purchases is anybody’s guess?
The Government and the CEB should realise that all roof top solar plants are privately financed through personal funds or bank loans with no financial burden on the Government. It is a crime to request them not to operate these solar panels and get the necessary credits for the power transmitted to the national grid. It appears that the results of CEB’s lack of grid balancing experience and unwillingness to learn over three decades have now passed to the privately-funded rooftop solar panel owners. It is unfortunate that the Government is not considering the contributions of ordinary individuals who provide clean power to the national grid at no cost to the Government. Over 150,000 rooftop solar panels owners are severely affected by these ruthless decisions by the CEB, and this will lead to the un-popularity of this new government in the end.
by Professors Oliver Ileperuma and I M Dharmadasa
Opinion
Nilanthi Jayasinghe – An Appreciation
It was with shock that I realized that the article in the Sunday Island of April 5 about the winsome graduate gazing serenely at her surroundings was, in fact, an obituary about Nilanthi Jayasinghe, a former colleague who I had held in high esteem. I had lost touch with Nilanthi since my retirement and this news that she had passed away, saddened me deeply
I knew and had worked with Nilanthi – Mrs Jayasinghe as we used to call her – at the Open University of Sri Lanka in the 1990s. As Director, Operations, she was a figure that we as heads of academic departments, relied on; a central bastion of the complex structure that underpinned academic activities at Sri Lanka’s major distance education provider. Few people realize what it takes to provide distance education in an environment not geared to this form of teaching/learning – the volume of Information that has to be created, printed and delivered; the variety of timetables that have to be scheduled; the massive amount of continuous assessment assignments and tests that have to be prepared and sent out; the organization of a multitude of face-to face teaching sessions; the complex scheduling of examinations and tests – all this needed to be attended to for a student population of more than 20,000 and for 23 centres of study dotted across Sri Lanka.
It was an unenviable task but Nilanthi Jayasinghe with her flair for organization, handled it all with aplomb and a deep sense of commitment. If there were delays and inconclusive action on our part, she never reprimanded but would work with us to sort things out. Her work as Director, Operations brought her into contact with staff across the spectrum-from the Vice-Chancellor to the apprentice in the Open University’s Printing Press. Nilanthi treated everyone with dignity and as a result, was respected by all at the university. She was sensitive, kind-hearted, a good friend who would readily share problems and help to solve them. The year NIlanthi retired, I was out of the island. When I came back to the Open University, I felt bereft without the steadfast support of her stalwart presence .
The article in the ‘Sunday Island’ describes her life after retirement, looking after family members and enjoying the presence of a granddaughter.
After a lifetime of commitment to others, Nilanthi Jayasinghe truly deserved this happiness.
May she be blessed with peace.
Ryhana Raheem
Professor Emeritus
Open University of Sri Lanka.
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