At the recent launch of Essentials of Modern Marketing – Sri Lanka Edition, Prof. Nalin Abeysekara of the Open University of Sri Lanka delivered a thought-provoking address that resonated deeply with both academics and practitioners.
His reflections went beyond celebrating the publication; they explored the importance of recognising Sri Lanka’s own marketing success stories, the need for deeper analysis of local case studies, and the responsibility of bringing these narratives to the global stage. This article presents an extract of his speech.
I must acknowledge the extraordinary effort of Mr Denzil Pereira, who carried this project almost single-handedly.
To gather, document, and present such a wide range of stories is no simple task. It requires vision, dedication, and a deep belief in the value of Sri Lankan marketing.
His achievement is remarkable, and it is now up to the rest of us — academics, students, professionals, and leaders — to take this work forward.
When I was invited to speak at the launch of Essentials of Modern Marketing – Sri Lanka Edition, I felt a deep sense of responsibility. This was not simply the unveiling of a book. It was a moment for us as a nation to pause, to reflect on our achievements, and to recognise the value of our own narratives within the global marketing landscape.
I began by recalling a story from our region that has remained vivid in my mind. Some twelve years ago in India, a song was released that blended Telugu with English, a combination that came to be known as “Tenglish”. It quickly became a cultural phenomenon. The song was not only popular with audiences but also widely studied in Indian universities. Academics analysed how creativity and cultural adaptation could become a powerful marketing tool, and it was celebrated as a success story in its own right.
When I compare that experience with our own journey here in Sri Lanka, I feel that we have not yet fully embraced our creative successes in the same way. We are known for quality and talent, yet many of our own stories remain undocumented and underappreciated. Even as we continue to discuss educational reform, we often fail to make space for our own examples of innovation to be highlighted, studied, and shared. That gap is what makes this publication so valuable.
The Essentials of Modern Marketing – Sri Lanka Edition presents twenty carefully chosen case studies that showcase the best of our marketing landscape. These are stories of resilience, of imagination, and of determination. They reflect the struggles and triumphs of Sri Lankan brands and entrepreneurs who have navigated complex challenges and found ways to thrive. For me, these stories are not just of national significance. They are lessons that deserve to be presented to the world, because they show how creativity and strategic thinking can flourish even in the face of adversity.
I must acknowledge the extraordinary effort of Mr Denzil Pereira, who carried this project almost single-handedly. To gather, document, and present such a wide range of stories is no simple task. It requires vision, dedication, and a deep belief in the value of Sri Lankan marketing. His achievement is remarkable, and it is now up to the rest of us — academics, students, professionals, and leaders — to take this work forward.
It is not enough simply to tell stories. We must also analyse them with rigour. As I often remind my students, frameworks like Bloom’s Taxonomy encourage us to move beyond remembering and understanding to applying, evaluating, and creating. This higher level of thinking is essential if we are to gain real insights from our case studies. Albert Einstein once said that imagination is more important than knowledge, and I believe this is especially true for us. Knowledge allows us to record what has happened, but imagination enables us to see what is possible and to create something new.
As I studied the case studies in this book, I saw lessons that reach beyond marketing itself. They point towards possibilities for tourism, education, and the wider economy. By synthesising insights and promoting them effectively, we can craft a more compelling story for Sri Lanka, one that resonates with both local and global audiences.
This launch, in my view, marks a historic step in our marketing journey. It tells us that our stories are worth telling, and it reminds us that progress comes when academia and industry work together to share knowledge and amplify voices.
As I concluded my reflections, I felt proud. This book is not only a milestone but also a beginning. My hope is that future generations will continue this journey, carrying Sri Lankan stories to the global stage, and ensuring that our creativity and ingenuity are celebrated far beyond our shores.
