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Colonial and decolonial thinking and indigenous marketing: The case of Sri Lanka

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by Professor Nalin Abeysekera

A number of new approaches to teaching, learning and education were introduced to Sri Lanka post-independence; however, the country can be observed to still (consciously or unconsciously) employ the same system of education as was implemented in the colonial era. Hence, one may argue that the education systems currently in practice in formerly colonised countries, such as Sri Lanka, can still be labeled: “independent, but colonised”. Just a few years prior to obtaining independence from the British Empire (1942), the University of Ceylon was established as the first university in Sri Lanka, entitled to grant its own degrees. This university can be branded as a “colonial university”, which was…

“…expected to fulfill the colonial objectives in colonial administration, into which they wanted to recruit local personnel… administrative services had been the chief source of employment in the colonial territories and the higher educational institutions primarily catered to this demand.” (Warnapala 2011, p. 117)

More importantly, Golding (2018, p. 145) argued, “While Sri Lankan education finds new purpose in preparing students for employment in the globalising economy, it also risks reproducing colonial educational modalities by marginalising local knowledge”. This can be seen in many disciplines across the country; where the education system is still in a “stuck in the middle” state, with several education reforms being introduced in the last six to seven decades after independence.

Therefore, this study is going to focus on the subject of marketing, while identifying the effects of “Colonial and Decolonial Thinking and Indigenous Marketing” in Sri Lanka. The subject of marketing is a popular one among the general public of Sri Lanka. Usually, many theories and concepts in use are those learned from Western textbooks; thus, there exists a need to explore the best practices that align with the culture of a given country. There can be many examples to be explored, such as the below, extracted from a book review from the South Asian Journal of Marketing;

“… Furthermore, there is an interesting observation in Marketing 3.0 where, according to Marketing 3.0, instead of treating people as consumers, marketers must approach them as whole human beings with minds, hearts and spirit. This argument goes hand in hand in line with Buddhist philosophy as well. Matsuoka (2005) discusses this very point in an article titled “The Buddhist concept of a Human Being”. The article explains how Shakyamuni (Buddha’s religious) movement attempted to realise a moralistic revolution of society by reforming the hearts and minds of the individuals in that society. Buddhism offers methods to clarify the mind, open the heart, and face the realities of human life. One can see evidence of this in the history of countries in which Buddhism is practiced and in their civilisations. One can also witness the same “humane” approach to relationships in business practices in these countries. I recently read the success story of Maliban Biscuit Company, which is led by Angulugaha Gamage Hinniappuhamy from Akmeemana, in the Galle District. Hinniappuhamy arrived in Colombo. His mother reportedly said “Son, you may leave the village and go to Colombo, but remember that whatever you do, it must be in accordance with the teachings of the Buddha and has the blessings of the gods.” Taking this advice to heart, Hinniappuhamy and his brothers started their business in biscuits. The sons also treasured the advice to give consumers only products that could be safely given to their own family and children. They tasted the biscuits first before giving them to customers. An argument could be made that it is through applying the teachings of basic principles in their culture and traditions that they understood the heart, the values and the minds of their customers. This means that marketing 3.0 was implemented in Sri Lanka way back in the 1940s. This is one of the indications that there is a need for scholars and practitioners to study people’s value systems and traditions in (the) past to read different perspectives which is essential to add new knowledge to the existing domain of subjects such as marketing” (Abeysekera, 2020, pp.179-180).

It is important to learn a subject such as marketing with some understanding of indigenous practices; because conventional marketing itself discusses many theories that can be seen as disconnected from the day-to-day practices of people, and alienated from the reality on the ground. This disconnect is mostly visible in the small and medium-scale enterprise (SME) sector in Sri Lanka, which is dominated by entrepreneurs who only use the native languages (Sinhala or Tamil) in their communication. The author has done several studies on this subject in the last couple of decades and has observed that if certain best practices in marketing are explained, with examples that clarify “their basis”, to these entrepreneurs, they willingly catch on. We can elaborate this with an example of a practice that can be seen in Kataragama, a pilgrimage town sacred to Buddhist, Hindu and indigenous Vedda people, located towards the south of Sri Lanka; upon visiting a shop selling kalu dodol–a sweet, jaggery-based confection popular in Sri Lanka–the owner of the shop (called a mudalali in Sri Lanka) always offers a piece of kalu dodol to the visitor as a sample, to taste free of charge. The visitor may then decide whether to buy the confection or not. This indigenous practice originates in the signature Sri Lankan culture of hospitality. In Western theories, this sort of practice is discussed under integrated marketing communication (IMC) as a strategy of sales promotion. Nevertheless, if one learns and conducts such practices based on a “book”, one cannot experience “innate happiness”; this needs to be critically evaluated further. In fact, in applying theories learned in subjects such as marketing, it is better to first learn the culture of the region in context, and then to learn pertinent theories to get a real sense of “marketing and best practices”. However, these need to be further examined; and it is the author’s belief that for a country like Sri Lanka, in which small and medium scale enterprises (SME) are important for sustainable development, there is a need to equip entrepreneurs with sound knowledge. The combination of indigenous and Western knowledge in this context is really important. And also, in this context, the medium of instruction cannot be overlooked. One may argue that the dominating role of “English” as the language of instruction in developing countries like Sri Lanka (Liyanage, 2019) undermines the study of some indigenous practices. Nevertheless, a strong and sound justification is required on this matter and future researchers may further explore the same in their studies.

Conclusion

There is a need for scholars in subject domains in management to investigate “Indigenous Marketing” in Sri Lanka, this could be one way in which we may learn the best practices in Sri Lankan culture as well. This study sheds light on how further exploring indigenous practices and combining them with certain Western theories and implications can be considered as the best way to explore the given subject aligned with “higher-order thinking”. There should be a proper collaboration between the groups who study indigenous practices in management, and scholars who explore historical and present-day colonial formations to bring to light the “multiple realities” in the given problem. This would help to enrich multidisciplinary studies in the long run as well.

References

Abeysekera, N. (2020) Book Review: Marketing 4.0: Moving from Traditional to Digital by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, South Asian Journal of Marketing, Volume 1, Issue 1, PP178-181

Golding, D. (2018) The colonial and neoliberal roots of the public-private education debate in Sri Lanka. Journal for Critical Education Policy Studies,16(1), 145–174

Liyanage, I. (2019) Language education policy in Sri Lanka. In A. Kirkpatrick & A. J. Liddicoat (Eds.), The Routledge international handbook of language education policy in Asia (pp. 399-413). Abingdon and New York: Routledge

Warnapala, W. A. W. (2011) The Making of the System of Higher Education in Sri Lanka: An Evaluative Study. Colombo, Sri Lanka: Associated Newspapers of Ceylon Limited.

(This article is based on the presentation done at the 12th International Critical Management Studies (ICMS) conference (Under the subtheme of Engaging with Decolonial Thinking: Pedagogic and Classroom Perspectives) held at BML Munjal University, India 16-18th December 2021)

(The writer is a Professor in Management Studies, Faculty of Management, Management Studies, The Open University of Sri Lanka. You can reach Professor Abeysekera on nabey@ou.ac.lk )



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Opinion

SL CRICKET SAVED BY THE PRESIDENT

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The President has taken the bold decision to get rid of the office bearers of Sri Lanka Cricket (SLC) and appoint an interim committee till such time suitable persons are elected to run the SLC. All Sri Lankan cricket lovers will applaud and endorse President Anura Kumara Dissanayake’s action as the SLC was one of the most corrupt sports organizations in Sri Lanka for a long time.

The office bearers had organized it in such a manner that no other persons could get elected to this den of thieves. They increased the number of clubs as members to collect their votes. Large amounts of funds were doled out to the clubs to which the office bearers belonged.

All cricket lovers would remember how when a previous Minister holding the Cabinet portfolio pertaining to sports tried to get rid of the corrupt officials which the then Parliament endorsed unanimously and how they manipulated to remain in power and get the President at that time to get rid of the Minister instead of the corrupt officials of the SLC.

They were able to get round the ICC too to get what they wanted. The Minister who was appointed in place of the ousted Minister fell into the pockets of the SLC officials and they continued happily thereafter. The Minister was happy and the corrupt officials were happy!

It is not only the elected officials who have to be removed. There are executive employees and other permanent employees who have to be relieved of their duties as otherwise they could get round the incoming officials, and the activities of the bandwagon could go on.

We would appreciate if the President and the Minister in charge would go the whole hog and relieve the SLC of all corrupt personnel so that Sri Lanka’s cricket could get back to its halcyon days again.

HM NISSANKA WARAKAULLE

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Opinion

Has Malimawa govt. become Yahapalanaya II ?

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Malimawa government and Yahapalanaya are dissimilar in many respects, the most important being whilst Yahapalanaya had to manage with a balancing act in the parliament, Malimawa has the luxury of a massive parliamentary majority. However, they share one thing in common; the main plank for the election of both presidents Dissanayake and Sirisena was their solemn pledge for the eradication of corruption. It looks as if both have failed miserably, on that count!

It did not take very long for Yahapalanaya’s first act of corruption; the bond scam. COPE, headed by the veteran politician D E W Gunasekara, picked on this but to prevent the presentation of the report, Sirisena dissolved the parliament which was done at the request of the Prime Minister Ranil, to whom Sirisena was obliged for the unexpected bonanza of becoming president. This enabled the second bond scam to take place, also masterminded by Ranil’s friend Mahendran, imported from Singapore!

Malimawa convinced the voters that they are the only group that could get rid of the 76-year curse of corruption and made a multitude of promises, most of which are already broken! What is inexcusable is that, in a short space of time, they seem to have become as corrupt as any previous government and they seem to excel their predecessors in doling out excuses. Of course, they have a band of devoted social media influencers who are very adept at throwing mud at their opponents which they hope would help to cover up their sins. How long this strategy is going to work is anybody’s guess!

Some of these issues were addressed in an article, “Squeaky clean image of JVP in tatters” by Shamindra Ferdinando (The Island, 22 April). I hasten to add that, though some of his supporters are still trying to paint an honest image of AKD, he should be held responsible for many of these misdeeds and irresponsible acts.

One of the first acts of the newly elected president AKD was to appoint two retired police officers, who openly worked for the NPP through the Retired Police Collective, to top posts; Ravi Seneviratne as Secretary to the Ministry of Public Security and Shani Abeysekara as the Director of CID. Both of them held top jobs in the CID when the Easter Sunday attack took place and were blamed, by some, that they too failed to prevent this horrendous act of terrorism. In addition, there was a case against Seneviratne for causing accidents whilst under the influence and Abeysekara was exposed as a ’fixer’ by the infamous Ranjan Ramanayaka tapes. No one would have objected had they been appointed after their names were cleared but AKD’s rash decision to appoint them, disregarding all norms, clearly showed what his long-term strategy was. Was this not political corruption?

Now these two tainted officers are heading the search for the mastermind of the Easter Sunday attacks! Are they being used to divert attention away from Ibrahim’s family that was supposed to have funded the project? After all, Mohamed Ibrahim, the father, was on the national list of the JVP, and the two sons were the leading suicide bombers. It is a matter of great surprise that the Catholic church led by Cardinal Ranjith is not demanding the removal of these two officers from the investigation, who obviously have a conflict of interest. It becomes even more surprising when the demand is made for the Deputy Minister of Defence Aruna Jayasekara to resign, for the same reason; as well stated in the editorial, “Of masterminds” (The Island, 21 April).

The first act of the new parliament was to elect ‘Dr’ Ranwala as the speaker and pretty soon his doctorate was challenged. He stepped down to look for the certificate, which he is still looking for! Though some of the ministers too have admitted that Ranwala may not have a PhD, AKD seems silent. When Ranwala was involved in an RTA, police had run out of breathalyser tubes and blood was taken after a safe period had elapsed. Why has AKD no guts to sack him?

Episode of the release of 323 containers, without the mandatory inspections, seems to be receding to the past and the long-awaited report may be gathering dust in the president’s office! It is very likely due to political intervention and we probably will never know who benefitted.

A minister, who claimed that he is living on his wife’s salary and on the generosity of the party faithfuls, seems to have been able to build a three-storey house in a suburb of Colombo. He claims that when he made that statement, his father was alive but has since died and he has inherited everything as he is the only son! What a shame that Marxists do not believe in sharing the family wealth with sisters? Though the opposite may be true, his explanation that he was able to build a house in Colombo by selling the land in Anuradhapura rings hollow!

The worst of all was the coal scam which would have long lasting consequences on our economy. I do not have to go into details as much has been written about this but wish to point out AKD’s role. In spite of ex-minister Kumara Jayakody being indicted by CIABOC, AKD continued to give unstinted support till it became pretty obvious that he had to go. In fact, he is being charged with an offence which was committed whilst he was serving the Ceylon Fertilizer Company which was under the purview of, guess who? AKD when he was the Minister of Agriculture.

Devastating report from the Auditor General,before Jayakody’s resignation, would not have happened if AKD had his way. He attempted a number of times to get one of his henchmen appointed to this coveted post, overlooking those experienced officers in the department. AKD’s political machinations were thwarted thanks to the integrity of some members of the Constitution Council. If not for them, AKD’s nominee would have been in post and, perhaps, his friend Jayakody would still be the minister.

Malimawa seems to have beaten Yahapalanaya rather than being the second!

By Dr Upul Wijayawardhana

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Opinion

Pot calling the kettle black?

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Doctor Upul Wijayawardhana (eminent physician), posed a riddle for us. He wrote about that island Sri Lanka as ‘ this little dot in the ocean’ when deriding the remark of President Dissanayake who had said that Sri Lanka was a hunduva , a term that indicated a small volume: me hunduve inna puluvan da? (Can you live in this restricted space?) Most sensible people, even uneducated, judge that the volume of a little drop (of whatever) is smaller than that of a hunduva; so is weight. When the learned doctor emphatically maintains ‘….we are not a hunduva’ but ‘… a little dot in the ocean…’, is the pot calling the kettle black or worse?

Physically and population wise, Sri Lanka is neither ‘a little dot’ nor ‘a hunduva. This is all in the rich imaginations of Dissanayake and Wijayawardhana. I once counted that there were more than 50 members of the UN who were smaller than Sri Lanka in physical and population size. England was a sizeable island with a small population in the northwest corner of Europe in late 18th century when it began to become what China, with 1.3 billion people and jutting out to the Pacific, is now. From about 1850, when the population of Great Britain was about 20 million, less than that of Sri Lanka in 2026, it ruled more than half the world. Besides, do not forget Vanuatu, Kiribati, Cook Islands, Antigua and Barbuda, Barbados, Lesotho and New Zealand (who habitually beats us at cricket). New Zealand with 5 million population played against 1.5 billion population India (1:300) for the T20 cricket championship a few weeks ago. I quietly wished New Zealand would win; so much for crap about dots in the Indian Ocean or the south Pacific.

Dr. Wijayawardhana also wrote about history and about ‘The achievements of Hunduwa’. The massive reservoirs and extensive irrigation systems in rajarata and ruhuna as well as the stupa are indeed tremendous works of irrigation and bear witness to superior ingenuity and organising ability, for the time they were built. They compare very well among structures elsewhere in the ancient world. Terms like ‘granary of the East’ must be taken with more than a grain of salt. Facile use of such terms does not take account of whatever shreds of evidence there is of adversity in those times. Monsoon Asia over the ages has more or less regularly suffered from floods, droughts and consequent famines. The last dire famine was in Bengal in 1944. The irrigation works in Lanka were a magnificent response to those phenomena. The modern response has been scientific agriculture making India a major grain exporter, from near famine conditions in 1973-74. Recall Indira Gandhi’s garibi hatao (eliminate poverty) speech to the General Assembly of the UN, that year.

The bhikkhu who wrote down the tripitaka in aluvihara did so because there was the threat of a severe famine in the course of which learned bhikkhu might have come to harm. Buddhist thought over centuries had been passed from generation to generation vocally (saamici patipanno bhagavato savaka (listener) sangho) and the departure from that tradition must have required a major threat of famine. There are stories of bhikkhu from Lanka fleeing from dire straits. In the same vein, while the mahavamsa speaks of kings and their valiant deeds, there is little account of the large mass of little people who lived then. Sensible teaching of the history of a people must include the history of as much of the people as possible and some idea of the history of other peoples in comparable times to avoid feeling dangerously smug and arrogant, which we have seen many times over.

Usvatte-aratchi

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