A REPORT ON INSIDE SALES AND MARKETING

Company: Desmania Design Pvt. Ltd.

Submitted By:
Aditi Bansal
2023PGDM003

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 A REPORT ON INSIDE SALES AND MARKETING
Company: Desmania Design Pvt. Ltd.

Submitted By:
Aditi Bansal
2023PGDM003

SOIL Institute of Management, School of Business Design

A report submitted in partial fulfilment of the requirements of PGDM Program of SOIL Institute of
Management

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 Certificate of Originality

This is to certify that the project report entitled Inside Sales and Marketing is submitted to SOIL Institute
of Management, School of Business Design, in partial fulfilment of the requirement for the award of the
degree of POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM), is an authentic and original work
carried out by Ms. Aditi Bansal with enrolment no. 2023PGDM003 under my guidance.

The matter embodied in this project is genuine work done by the student and has not been submitted whether
to this Institute or to any other University / Institute for the fulfilment of the requirements of any course of
study.

Signature of the Student Signature of the Faculty Mentor

Date: Date: ………………….
Name of student- Aditi Bansal Name of Faculty Mentor ……………….
Enrolment No- 2023PGDM003

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 Acknowledgement
I'd like to express my heartfelt appreciation to Desmania Design Pvt. Ltd for giving me the opportunity to
work efficiently on the assigned project. Overall, the internship period was a fantastic learning experience.
I'd like to thank DR. Vidya Iyer, Director of SOIL SOBD, for providing us with the opportunity to intern
and for guiding us through the process.
I am grateful to Mr. Akshit Arora (Marketing Manager at Desmania Design Pvt. Ltd.) for providing me
with valuable project guidance.
I would also like to thank Dr. Archana (Faculty guide) for her capable guidance, support, and constant
encouragement in completing my project.
I'd like to thank SOIL School of Business Design for giving me this opportunity.

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 Executive Summary
Working as an inside sales & marketing intern at desmania design pvt ltd as part of the summer internship
programme has been a fantastic learning experience. B2B sales and marketing refers to companies that sell
primarily to businesses rather than directly to consumers. It provided me with an understanding of the
fundamentals of market research and how they relate to increasing business opportunities in a specific
market. Desmania began as a modest garage operation in 1993 and has since grown into a multi-disciplinary
design firm with offices in three prime locations: Delhi, Mumbai, and Gurugram. Desmania uses an evolved
design process and clear design thinking to provide clients with innovative and customised design solutions.

My project, "Inside sales and marketing," covers a wide range of tasks. The aim was to handle an old client
database in order to construct a list and generate leads from it. The data had to then be updated to this date.
Assisting and informing the sales and marketing departments in converting prospects into leads. Identifying
target audiences and categorising probable clients' enterprises by industry, such as automotive, FMCG, or
FMCD. Identify and comprehend the services that the firm can deliver to prospects using the data gathered.
Making connections with corporate executives and learning how to communicate and negotiate a contract.
On a daily basis, managing and accessing social media networks such as Facebook, Instagram, and
LinkedIn. Maintaining the company's social media presence on Facebook, Instagram, and LinkedIn. There
were regular reports on the evolution of social media platforms. Keeping track of all platforms' statistics.
Planned and aided in the organisation of material for the introduction of a new platform called DESIBLE-
Desmania's voice of design.
I am grateful for the opportunity to gain firsthand knowledge in the corporate sector.

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 TABLE OF CONTENT
Declaration ............................................................................................................................................. 1
Acknowledgement .................................................................................................................................. 4
Executive Summary ............................................................................................................................... 5
SIP Elevator Pitch Format .................................................................... Error! Bookmark not defined.
Introduction ............................................................................................................................................ 9
Objective .............................................................................................................................................. 19
Literature Review ................................................................................................................................. 21
Findings ................................................................................................................................................ 24
Action Plan ........................................................................................................................................... 27
Social Media Posts ............................................................................................................................... 29
Conclusion ............................................................................................................................................ 33
Reference .............................................................................................................................................. 34

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 SIP Elevator Pitch Format
1. About the SIP Company:

Desmania began in 1993 as a small garage operation and has subsequently expanded to become a
multidisciplinary design firm situated in Manesar, Gurugram.
Desmania's innate design methodology and clear design thinking enable it to give a varied spectrum of
ground-breaking and customised design solutions to its clients.
By leveraging their "proven Design Process - DesmaniaX and a Global Delivery Framework," they help
organisations design products and strategies. For its clients, Desmania's design services have always resulted
in significant boosts in brand impression and ROI (ROI).

2. Title of the SIP Project:

“Inside sales & Marketing at Desmania Design in Manesar, Gurugram.

3. SIP Project Objectives:

Collecting data from previous clients, managing and updating it, and compiling a list of clients to contact.
The goal is to boost revenue and attract new customer leads for the organisation.

Planning plans and gathering data for lead generation Each project has a unique proposal because each client
has unique requirements. Following the submission of those ideas, a lead is generated and a sale is finalised.

Approaching prospective clients necessitates understanding of both the company's work routine and its
industry. Understanding the client's business is critical for closing a sale.

Managing and supervising the company's social media accounts in order to boost the company's social
presence. Manage content, develop media plans, and keep social media channels like Facebook, LinkedIn,
and Instagram up to date.

4. Activities Undertaken during the SIP:

Data collection for lead generation (Old lead Management, New Lead Management, Automobiles),
Managing Social media accounts to increase desmania social presence and part of organizing team to launch
a new platform for Desmania i.e., DESIBLE.

5. Domain Learning:
B2B Marketing strategies and lead generation
Research Process for Automobile sector i.e. Electric Vehicles Segment
Corporate connects and Deal Negotiation
Social media management, strategy planning and formulation

Soft Skills:
• Teamwork & Leadership
• Problem solving skills, Planning, Executing & Managing
• Corporate culture, dressing and time management

6. Key Achievements: Gain Valuable work experience, built confidence to work under pressure/time
constraint, Explore a career path and develop various skills.
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CHAPTER 1

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 Introduction
Industry: Industrial Design
When applied to mass-produced products, the design process is referred to as industrial design. Designers
employ their creative side to methodically build a product, including its shape and functioning, during this
procedure. Once the design is finished, it is prototyped and rendered before being transported to
manufacturing, where it is often mechanised and repeated to mass-produce the product. This distinguishes
it from handcrafted designs, in which the finished product is not always a duplicate of the designed version
despite repeated production.
Every product that has been manufactured has gone through a comprehensive design process; nevertheless,
the design procedure for each product may differ. This procedure can be carried out by a group or by a
single person. When performed as a team, this technique frequently involves a diverse group of people with
diverse experiences and expertise (such as HRs, Industrial Designers, Engineers, Sales Head, etc.).

The beginning of industrial design

In the 1850s, the advent of industrial design coincided with the start of the industrial revolution. The way
objects were made changed dramatically as industrial design progressed. As cities and empires flourished,
so did consumption habits, tastes, and marketplaces. Fashionable apparel was in high demand as the middle
class expanded.

Design Methodology
Despite the fact that industrial design is a creative area, many of the product development processes
are analytical in nature. A range of design strategies are widely used in the creative process of
producing a product. "Some of the often used techniques are user research, drawing, comparative
product study, model creation, prototyping, and testing." Industrial designers and/or other team
members are most suited to define these processes. To get from concept to production, industrial
designers often use 3D software, computer-aided industrial design, and CAD programmers. They
could also build a prototype first, then use industrial CT scanning to scan the inside for flaws and
generate a CAD model. As a result, the manufacturing process may be modified to improve the
product.

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According to Wikipedia, "Industrial designers may determine the general shape of the object, the location
of pieces in relation to one another, colours, texture, form, and issues connected to the product's purpose."
Details on the manufacturing process, material selection, and how the product is displayed to buyers at the
point of sale may also be included.
By improving usability, lowering production costs, and generating more appealing goods, industrial
designers can add value to the product development process. The focus of "industrial" design can be
technical concepts, products, or processes. In addition to aesthetics, usability, and ergonomics, it might
include engineering, usefulness, market positioning, and other aspects like as psychology, desire, and the
user's emotional relationship.

Introduction
Desmania Design Pvt. Ltd. is an Indian firm.
Desmania is known for its "25 years of design genius" and for being "one of India's top multidisciplinary
design groups." They assist businesses in developing products and strategies by leveraging their "proven
Design Process - DesmaniaX and a Global Delivery Framework." Desmania's design services have always
resulted in significant boosts in brand impression and ROI for its clients (ROI). As a result of its dedication
and track record, Desmania has long maintained strong ties with well-known brands in the automotive,
FMCG, and consumer durables industries. Desmania has also garnered numerous awards for its designs,
which are the result of their dedicated and motivated workforce, who are supported by in-house
infrastructure that allows them to keep their ideas discreet.

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History
It began in 1993 as a "little garage firm" and has now grown into a multi-disciplinary design studio in
Gurugram's Manesar. Mr. Anuj Prasad, an NID alumnus with years of expertise in the design field prior to
founding Desmania, is the company's brains. Desmania's journey to design maturity has been lengthy and
eventful. Desmania has a "evolved design process and clear design thinking" that enables it to provide
clients with distinctive and customised solutions. Desmania's cutting-edge infrastructure is supported by a
diverse workforce of proactive, enthusiastic, and driven problem solvers.

Services
Research on Design
Desmania's most well-known service is Design Research, which they regard as one of the most important
parts in the creative design process. Secondary research is performed to help designers become acquainted
with market trends and the environment. Then, "through Ethnographic study and Psychometric encounters,"
primary research is conducted in which designers interact with users to better understand their perspectives.
According to Desmania's team, the Develop Research must be carried out by the designers who will really
develop the product.

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Product Design
Packaging Design
Industrial Design Engineering
According to the business, "with over 25 years of competence, Desmania fully appreciates the sacredness
of ID surfaces and its translation to meticulous engineering." This is referred to as design fidelity. Our
engineered components are the most visible manifestation of their attention to detail. Engineers are exposed
to a wide range of materials and techniques in order to design for manufacture, assembly, and servicing.
They act as a liaison between designers and stakeholders, ensuring that the design is optimised and that
both parties are fully happy. Desmania collaborates with a number of highly skilled mechanical engineering
and electronics partners to ensure a complete design solution. The scope also includes mechanism design,
electronics hardware, and UI/UX."

Prototyping
"Desmania has its own prototyping shop that creates appearance models (mock-ups) and working
prototypes." Its in-house team and facilities create excellent and precise models that are suited to the needs
and aims of the client. Desmania's in-house capabilities include basic machines, 3D printing, vacuum
shaping, a paint booth, a FRP lay-up, and metal fabrication. They also have a large vendor pool whose
facilities and expertise are utilised for a variety of operations such as 5 Axis milling, Laser Cutting,
Metallizing, Pipe Bending, and so on. The workshop's use of biometrics and other technology ensures
ultimate anonymity."

Design For MSME’s

Despair "Under the scheme, MSMEs can request a considerable subsidy (up to 75 percent) on the cost of
design services, which is coupled with the Government's Design Clinic Scheme to help them grow their
businesses through design intervention." Desmania has been a pioneer in this government's initiative,
completing multiple successful projects while collaborating closely with MSMEs."

DesmaniaX (pronounced as Des-maniacs)

DesmaniaX is a design style that has evolved through time as a consequence of our hard work and
significant contacts with clients from a variety of genres and creeds. To be successful, a design must have

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an X factor or oomph. It can happen by chance, but it is usually due to good nutrition while the product is
in the womb. A five-step procedure in which each stage adds X to the total..

DesmaniaX ensures:
• Successful product development that is sensitive to all stakeholders
• Good design that is accessible to the general public
• User centricity at every step
• Quality, time management, and zero-defect deliveries

Idea Factory
Collaboration "Design" fosters collaboration. We believe that domain specialists on a client's team are a
rich source of innovation in and of themselves. The Idea Factory initiative assists stakeholders in converting
their concepts into actual goods. It combines corporate aims with creativity through a collaborative process.
IdeaFactory is delivered in the workshop format. The following are the most significant benefits of
IdeaFactory:

• Real-world innovation for management buy-in

• Employee engagement and motivation

• Putting words into action

The SDP is Desmania's flagship and most recent programme. Extensive client interaction leads in an
effective design approach, as design becomes a crucial commercial instrument for brand building and
customer retention. The following are some of the primary benefits that a client can obtain using SDP.

• Senior designers with market segment experience provide design suggestions.

• The design implementation is overseen by a diverse team.

• Develop a strategy for optimal investment to reap the maximum benefits.

• Using visual brand language to bring the industry together

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Collaboration in design generates synergy. We feel that the domain specialists on the client's team are rich
sources of uniqueness in and of themselves. Ideafactory is a platform that helps stakeholders turn their
creative ideas into real manifestations. It blends creative ambitions and business objectives through a co-
working strategy. Ideafactory takes the form of a workshop. The key benefits of Ideafactory are as follows:

• quick co-creation
• inspiring and engaging employees through concrete innovation
• giving words shape

In innovation, the technique differs from design. Although it is a common industry buzzword, innovation
is more difficult to implement than to discuss. Despite the fact that there is a high risk of failure with
innovation. The design thinking process can considerably reduce the risk of failure by quickly validating
proofs of concept (PoC) through prototyping and testing. After cooperating with various MNCs on
international innovation projects, we were able to build a unique approach that reduces risk and paves the
way for certain ground-breaking patentable concepts. ILD has the potential to

• Create innovative Proof of Concepts (PoCs)

• Make use of technology to create a one-of-a-kind interface.
• Demonstrate the concept as a functional prototype.
• Allow for flexibility for growth and market validation.

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CODE is a well-defined programme that employs design thinking to cut costs. We recognise that cost
minimization for greater profitability is one of our clients' main business priorities. CODE is seated on
DesmaniaX to give clear cost savings through a system design approach. The CODE approach is built on
the cumulative integration of opportunities. Opportunities for cost minimization are identified across the
supply chain and included into the conceptual design from the start. CODE mixes design and business
knowledge! CODE's advantages are summarised as follows:

• Clear Cost Optimization

• Reduced Carbon Footprint
• Increased Profitability
• Increased Brand Exposure

Case Study
Nestle Beverage Dispenser

Vicks – Cough Jar Dispensor

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Orient- Spectra LED Fan

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Parachute- Men’s Haircream

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Chapter 2

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 Objective
1. Gathering information from prior clients, managing and updating it, and constructing a list of clients to
contact. The goal is to generate client leads and increase revenue for the firm. Managing all of the client's
data and creating fresh data from it is a difficult undertaking.

2. Making ideas and anticipating data in order to generate leads Each project has a different proposal
because each client has different needs. Following the submission of those proposals, a lead is generated,
and a sale is made.

3. Understanding the organization's work pattern and the industry in which they operate will aid in the
development of tactics for approaching new clients. Before you can close a transaction, you must first
understand the client company and its work pattern. The ability to make the client happy and pleased
through the implementation of a successful sales plan.

4.I monitored and controlled the company's social media accounts in order to increase the company's social
presence and make clients aware of the merchandise. Manage content, develop marketing plan, and update
social media channels such as Facebook, LinkedIn, and Instagram to increase visibility and interaction.

5. Organizing events for the firm is an important duty during the internship. Aside from employment, we
must engage in other events to improve our talents. Desmania has introduced a new platform called
DESIBLE. This is a discussion platform for industry leaders to address current issues.

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Chapter 3

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 Literature Review
Why does B2B need digital marketing?
Digital marketing, also known as online marketing, internet marketing, or eMarketing, is the activity of
advertising goods (or services) online in order to reach current or potential clients. Unlike traditional
marketing, digital marketing employs a variety of platforms for audience connection. To reach consumers,
for example, marketers use Internet-based media such as social media channels, email, and websites rather
than print, television, and other kinds of traditional media. Miller (2012), 6. Chaffey (2012, 190) uses
Michael Porter's (2001) famous quote to illustrate why the Internet is so vital for modern company strategy:
"The key question is not whether to deploy internet technology - organisations have no option if they want
to stay competitive - but how to deploy it."
According to Miller (2012, 7), digital marketing is important in B2B for several reasons, which is why
organisations should develop a digital marketing strategy. First, stay one step ahead of the competition by
strengthening relationships with target clients. It is no secret that everyone nowadays is online. Before
acquiring a product, today's buyers conduct research on its attributes and make an online purchase. Various
activities include watching videos, reading blogs and reviews, and participating in numerous social
networks. A strong internet presence is now required for a firm to exist. Second, it's vital to understand that
every firm can and should reach out to its target clients online. Moreover, because customers make up an
increasing portion of firms, customers expect them to of the internet-based community.

Lead generation
Building relationships and trust with customers is critical for any business that wants to attract new
customers and keep current ones coming back. Lead generation, according to Rothman, is a marketing
approach employed by a company to spark and retain interest in its product or service offerings. Lead
generation helps businesses locate potential clients, generate more leads, and convert more qualified leads
into sales. As a result, the company's sales funnel will be expanded, revenue will be increased, and the
business will be expanded in a variety of ways. Creating demand and helping marketing campaigns in
reaching and being heard by target audiences across numerous digital platforms have become highly
popular lead generation tactics. The purchasing process, cold calling, and marketing have all changed
dramatically in recent years.

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Strategies for B2B Inside Sales
Upskilling and training Sales Representatives
The sales reps on your inside sales team will be the most important component of your sales function. They
should have the proper training and presentation abilities to promote your items to customers and persuade
them of the advantages you offer. They must understand how your products and services work in order to
react to potential clients' questions. If your leads can answer all of your questions, the likelihood that they
will be persuaded of the value of the business solution you're offering increases.

Research Design
The design of this study was built on a thorough review of the literature. The corpus of 1338 publications
produced by the original search was eventually reduced to 139 studies after a thorough screening process.
Using a two-step analytical process, we evaluated the relationship between factors and sales success. To
identify relevant parameters investigated by selected research, we first ran a tally of effect significance (i.e.,
an informal vote counting) (Card, 2015). To put it another way, we looked at the research models used in
each study to see which variables have a "significant positive," "significant negative," or "non-significant"
impact on sales success. The process's outcomes provided us with a list of the important factors investigated
by the chosen research. For the second stage, only correlations for the determinants that were shortlisted
were recorded (i.e., meta-analysis.

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Chapter 4

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 Findings
Data collection is the process of acquiring, measuring, and analysing precise insights for research purposes
using acknowledged, established procedures. Using the data acquired, a researcher can evaluate their
hypothesis.

Domestic & International Data

We looked for data on 1197 domestic enterprises and 672 international companies. The industry is quite
diverse, encompassing FMCG, AUTOMOBILE, Consultancy, design schools, design consultancies, and so
on. To obtain the data, we searched on many platforms and connected to various resources that can
ultimately assist the firm expand. This information was gathered from businesses in various Indian states
as well as places in other countries.

Automobile Data

Electric vehicles are those powered by electric motors. EVs use little to no fossil fuels, making them
extremely eco-friendly as well as having low operating costs (petrol or diesel). Desmania provides a wide
range of automotive services, and EV is a new sector for them to focus on. The goal was to comprehend
and gather information on market categories and players in order for the business to create a long-term
relationship with dependable contacts. Data was collected based on region. (PAN India-142 companies,
Bangalore- 115 contacts, Africa- 66 companies).

Agri-Tech & Capital Goods Data

Agri-tech is the application of agricultural technology to boost production and profitability. Agriculture
accounts for more than 70% of the primary sector in India, so it was critical that it improve with the use of
technology. Capital goods producers, on the other hand, have been around for a while.

Desmania can partner with only 12 enterprises in the agritech sector due to the market's infancy. Capital
goods, on the other hand, has approximately 27 enterprises with revenues over 100 crores.

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New York Data

We discovered through study that New York is a hub for FMCG companies that service a variety of market
segments. New York is an ideal market for Desmania to target because it provides a diverse range of
services that can also benefit FMCGs. Desmania stands to benefit greatly from this global exposure.

The data obtained consisted of 307 contacts for 48 FMCGs. Apollo, Google Search, and LinkedIn were
used in the search.

Social Media
I was in charge of the company's social media profiles. To boost visibility and engagement, I updated social
media networks and monitored content. Provide users with information and relevant content about
Desmania. We created new projects and evaluated KPIs to engage and reach out to customers. Six posts
and two videos on various topics were published on Facebook, Instagram, and LinkedIn in one month.

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Chapter 5

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 Action Plan

Week Knowing what Desmania does, what industries it serves, and who its clients are. Desmania's
1-2 services in comparison to their competitors, as well as the quality of their edging, were
researched. One of the most crucial jobs during the first week of the internship is getting to
know Desmania and their rivals.

Week Updating the current database and gathering more specific client information Refining raw
3 data into usable contacts so that new clients can be contacted and income increased. It is
critical to understand how project proposals are put together. Data collection and refinement
into meaningful material is a critical step in inside sales.

Week Collecting data for the electric vehicle industry (two-wheelers, three-wheelers, four-wheelers,
4 and charging stations/platforms). Desmania's service is mostly centred on the automobile
business, but with the proliferation of electric vehicles (EV) and charging stations around India,
the company is branching out into new areas.

Week It collects data about the company's foreign prospects. Desmania's services are not confined
5 to Indian clients; they also serve clients from other countries, broadening their scope and scale
of operations. They seek to broaden their reach and gain greater visibility by targeting various
companies. They have targeted New York FMCG companies in order to expand further.

Week I managed several social media accounts in order to maintain Desmania's image and provide
6-7 consumers with information and relevant content. Content for the company's social media sites
was obtained. We devised new techniques for engaging and reaching out to customers. On the
web platform, examine the metrics for firm accounts.

Week Assisting the marketing team with contract negotiations and design strategies in order to
8 complete the deal or move the project forward. Many social media posts were made, as well as
an event for Desmania, Industrial Design Day, and participation in the debut of a new platform,
DESIBLE.

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Chapter 6

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 Social Media Posts

1. Metal Spectrometer:
Metal Power is a well-known brand in the country for their SPM. With its expanding global footprint, they
recognised the importance of exceptional design that not only competes with, but outperforms, their
competition. Metal Power, with its technologically superior product line, desired design that would
complement its technology and performance.

Desmania's collaboration with Metal Power to achieve big feats and produce international products,
resulting in a fantastic design, "with Great Design comes Great Serviceability."

The ease of use and serviceability, as well as the superb aesthetics, were design keywords. This was a really
aggressive and unapologetic design to compete and dominate the industry, thanks to a great Visual Brand
Language to leave a long-lasting impression with the client base.

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 2. Mixer Grinders:

The design shapes impressions of brand, quality, and performance before providing a great user experience.
Desmania's Mixer Grinders (MG) have regularly met these commercial objectives.

Each MG created for well-known brands served its aim of brand promotion and user experience. Our
thought approach has been defined by usability, styling, and insight-based features.

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 3. DESIBLE Video:

Desmania's Voice of Design is DESIBLE.

The future is in design! Design-driven innovations will drive the development of future industries, the
future of our country, and the preservation of the planet. Desmania has a strong belief in design and feels
obligated to help it reach billions.
DESIBLE is Desmania's endeavour to speak with professionals from many fields and solicit their
feedback on problem solutions through design thinking.

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Chapter 7

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 Conclusion

The first stage was to discover what the company does, who their competitors are, how they conduct
business in this industry, and who their consumers are. Determined target audience and industry
classifications, such as automotive, FMCG, and FMCD. Managed an old customer database in order to
create a new, more up-to-date database to aid in lead generation. Data has been updated to this point. Data
management was a crucial aspect of the internship because inside sales begins with identifying and
establishing a list of clients to contact.

Assisting the sales and marketing departments with lead conversion. Making service proposals based on
specific client needs. Receiving information from a number of sources and making recommendations to
help them receive the information they need for the project.

I worked on domestic, foreign, automotive, and FMCG databases to help the firm generate leads from
updated contacts of promising prospects. I researched fascinating material and social media post ideas.
Created new event ideas with management to promote on social media sites and boost social media
presence. One of the jobs we had was to create fresh content and ensure that it was authorised by
management. In terms of organisation, we assisted with the development of events like as Industrial Design
Day and also offered DESIBLE as a Desmania platform. All of the business executives met on this platform
to take part in a panel discussion on a current issue.

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 Reference

1. Accessed on 29 March 2017. Retrieved from

http://www.smartinsights.com/marketplace-analysis/customer-analysis/web-designpersonas/
2. Chaffey, D. 2017. Web design personas – best practices and examples. Page on Smart Insights’
website.
3. Miller, M. 2012. B2B Digital Marketing. Indianapolis, USA: Pearson Education, Inc.
4. Rothman, D. 2014. Lead Generation for Dummies. Hoboken, USA: John Wiley & Sons, Inc.
5. https://www.desmania.com/index.html
6. https://www.desmania.com/why-desmania.html
7. https://www.desmania.com/services.html
8. https://www.theseus.fi/bitstream/handle/10024/141208/Thesis%20of%20Devyatkova.pdf?sequen
ce=1
9. https://ruor.uottawa.ca/bitstream/10393/41490/7/Ohiomah_Alhassan_2020_thesis.pdf

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