The author and Business School senior fellow , Morgen Witzel

Business School Fellow tops charts in India

A new book by Morgen Witzel, a senior fellow at the Business School, recently entered the non-fiction best seller list in India. Entitled ‘TATA, the evolution of a corporate brand’, the 200-plus page book tells the story of the development of the Tata brand as the company expands its global footprint.

Although perhaps an unfamiliar name to people in the UK, Tata generates at least 60% of its income outside of India and is active in many different markets including steel, cars and chemicals. Its UK companies include Tetley Tea, Jaguar Land Rover, Corus and the chemical company Brunner Mond.

Commenting on his interest in the company that led to the book Morgen said ‘I am also a senior consultant with the Winthrop Group of Business Historians and therefore have a keen interest in the history of business. Tata is not only one of India’s power houses but has had a very interesting past. For example, the company has only had five chairmen in 140 years and so provides a very different model to that of a Western business. In addition, it has a long history of involvement with social causes, something that stretches right back to its foundation in the 1860s. Tata Sons, the parent company of the group, is two-thirds owned by charitable trusts and gives away millions every year to hospitals, schools and community projects.’

On publication the book immediately attracted significant interest from the Indian media and Morgen undertook numerous press and television interviews. He concludes ‘The level of interest in the book has been phenomenal and completely taken me by surprise. I was amazed to discover that the first print run sold out in three weeks after launch.’

‘TATA, the evolution of a corporate brand’ is published by Penguin.

Date: 3 September 2010

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