• An oration for ovation

Time has flown so rapidly. By 10 August 2023, it will be eight years since the demise of Prof. Uditha Liyanage. It was not just a loss for a family or an institute but it has created a huge vacuum for humanity. A lot has been said by now about this legendary marketing maestro, since his untimely departure. My attempt is not to repeat his accolades but to share my experiences in being influenced by this wonderful human being. As a sincere student of Prof. Liyanage, I would recall with a deep sense of gratitude, how he played valuable roles as an instructor, inspirer, and an influencer for us. Let me share some such memorable moments of his time with us. 

As an insightful instructor  

He was my marketing teacher at the Postgraduate Institute of Management (PIM). At the time, I was an engineer who had never been exposed to or done any marketing. I developed a flavour for marketing during my Master of Business Administration (MBA) studies, thanks to him. The way he generated interest in us, not only for the concepts but also for the applications, was indeed remarkable. He often advocated for us to “be brilliant in basics”. The way he delivered a session was interactive and informative, as he firmly believed in the “chalk and talk”. This was the case with numerous topics in strategic marketing, marketing communication, consumer behaviour, research, business strategy and policy. He always challenged us by asking “what is the point?” We had to be clear about the central theme or the main argument he was trying to delve into. Once he became the Director, he recommended us to use four modes of teaching, namely - to tell, ask, do, and show. His view was that in a three hour lecture, the telling should not be more than one third of the time. The rest should be asking questions, doing activities such as case studies and showing videos followed by a discussion. We felt the variety and the versatility of such endeavours. Prof. Liyanage insisted on understanding the application of managerial topics. He gave us a challenge. Be confident in sharing a key learning in your own words with your teenage son or daughter, in a manner that they understand. That requires clarity and commitment. He suggested we have a “switch on” and “switch off” approach. Switch on is when you are in complete focus with attentive concentration. Switch off means to relax and unwind. A healthy blend of both is necessary in effectively grasping knowledge. Developing teaching models was one of his key initiatives. A simple Google search would amply justify the popularity of those models in relation to marketing and strategy. The Liyanage Value Pyramid, the Liyanage 10 S Strategic Marketing Planning Framework and the Liyanage Strategy Quadrant are some such models that became very useful for management learners. These authentic models made his sessions immensely enriching and also showcased the power of Sri Lankan thinking that is second to none.  

As an impactful inspirer 

Prof. Liyanage inspired me on many fronts. He stood tall in front of all of us. As a sought after marketing scholar, a strategic management thinker, an exceptional academic, a thought-provoking teacher and a visionary leader, he was a guiding light for us. I saw him rendering a yeoman service in multiple ways in raising the PIM flag higher. His exemplary character and competence were more evident in the manner he contributed to socio-economic upliftment as a great human being. We, at the PIM in fact, have been privileged not only to associate him but to be immensely inspired by him as well. He shared the criticisms raised against MBAs by the chief executive officers and insisted that the PIM’s MBA should be different. Thus came the slogan, “Do not just do an MBA but be an MBA”. “The process of learning and one’s exposure to education must be continuous. There is so much more to be known, and that which you know may no longer be valid.” This had been Prof. Liyanage’s advice. He shared with us articles, web links and books that are of high relevance to sharpening managerial skills. I still remember how he shared the article on “Nishkam Karma (detached involvement)” written by Prof. S.K. Chakraborty from the Indian Institute of Management, Bangalore. Prof. Liyanage was very interested in knowing my reflections on it, and it took time for me to realise the value of such gestures. Moreover, I see the immense value of detached involvement as a leader, thanks to him. 

As an invaluable influencer  

I saw the blossoming of transformational leadership at the PIM with Prof. Liyanage. He influenced all of us to raise the quality and relevance of all the modules we deliver. “Our business is mastery,” he often uttered. That is how he influenced the aspiring learners of PIM. Much credit should go to Prof. Liyanage for elevating it even higher. It was under his leadership that we became the first public sector higher education institute to obtain the International Organisation for Standardisation 9000: 2008 quality standards. He influenced us to change for the better. Through his famous “modern-traditional consumer model” , he encouraged us to strike a balance between traditions and technology. I still remember how he insisted on using more practical examples in discussing a theory than being overly theoretical in neglecting the practice. He showed us through his innovative teaching approaches as to how we should maintain depth and breadth. Prof. Liyanage compared the PIM to a temple and often suggested that the work we do has a high spiritual value. He encouraged us to “give more than get” with regard to rewards. He cautioned me to strike the needed balance between knowledge creation and knowledge sharing, when I was having an over-demand for training and consultancy. I learnt how to be a multiple role player with balance and brilliance, thanks to him. “The emergence of the conceptual age, also called the age of imagination, reframes the educational and learning processes you must be engaged with in your quest for continuous awakening, the continuous development of yourselves.” That is how Prof. Liyanage advised the graduands of the Sri Jayewardenepura University, in 2013. He in fact ignited our imagination in encouraging us to think big. We at the PIM extended his desire in “igniting human imagination”. He simply convinced us that the future belongs to those who create it. 

Moving ahead 

Life is not only to live but to leave a legacy. Prof. Liyanage has aptly done that in his knowledge creating and knowledge sharing life.  “In order to succeed, people need a sense of self efficacy, to struggle together with resilience to meet the inevitable obstacles and inequities of life,” so said Canadian-American psychologist Albert Bandura.  This was very true of Prof. Liyanage. He had a purpose to live, and it was indeed a purpose-driven life. His thoughts will spark our minds for a long time. We at the PIM commit ourselves to carry his legacy forward. He strived to make the PIM a centre of management excellence. We have collectively committed ourselves to continue his legacy, in making it better, bigger, and brighter. 

Goodbye, my beloved instructor, inspirer, and influencer. 

(The writer is a Senior Professor in Management at the Sri Jayewardenepura University’s PIM) 

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The views and opinions expressed in this article are those of the author, and do not necessarily reflect those of this publication.