"The Role of a Marketer in a Knowledge Economy" was a programme organized by The Chartered Institute of Marketing Sri Lanka Region under the CIM Talking Point series. The programme was held recently at the Galadari Hotel. The keynote speaker at the programme was Dr. Anura Ekanayake - Deputy Vice Chairman of the Ceylon Chamber of Commerce. "The Role of a Marketer in a Knowledge Economy" was the 3rd CIM Talking Point programme for the year, sponsored exclusively by HSBC- The world’s local Bank; and was attended by over forty senior managers and marketing professionals who found the programme important and thought provoking.

In his introduction, Dr. Anura Ekanayake defined Knowledge Economy as "knowledge" placed at the heart of economic activities and wealth creation. Addressing a common misconception, he stated that Knowledge Economy is not synonymous with Information Technology but that it leverages Information Technology.

Dr. Ekanayake emphasized that marketers, as the nexus between businesses and consumers, need to understand the imperatives and implications of Knowledge Economy on the business landscape when formulating strategies. He stated that due to the emergence of Knowledge Economy, consumers are becoming more global and aware of the choices available to them: not only about the utilities but also higher order implications. He predicted that the marketing profession will be severely influenced by global ethical standards; both via regulations and the increase of consumer awareness. Dr. Ekanayake elaborated on how the Sri Lankan garment industry has successfully promoted ethical marketing, being proactive in this context.

He further stated that Knowledge Economy has enabled organizations today to have easy access to vital information on different communities, assisting them to make informative decisions while reducing marketing research costs. On the other hand, as consumers become more informative and demanding, organizations will lose opportunities for price discrimination.

He stated that unlike in the Industrial Age, where efficiency in manufacturing and distribution had taken precedence, in Knowledge Economies the industries are driven more by "innovation". As consumers are exposed to more innovative offerings, the time taken to establish brands, will be longer in future and brand loyalty will be harder to achieve.

Concluding his presentation, Dr. Ekanayake said that it is possible for companies to use unethical means to make profit in the short run; but the long term successes depend on the standards on which an organization operates, where he placed honesty, transparency and consistency on top; followed by proactiveness and adaptability. He urged marketers to be more proactive and exploit the opportunities arising in the context of Knowledge Economy; not merely to make profits but also for creation of national wealth and to contribute towards social wellbeing.

Dr. Ekanayake’s presentation was followed by a panel discussion directed by Ms. Roshanie Moraes, Executive Vice President and Head of Retail Sector of Jaykay Marketing Services (Pvt) Ltd. and Ms. Ramani Samarasundara, Director, Personal Care of Unilever Sri Lanka Ltd.