IRC Abstracts Compendium-1 - RDIAS: EVENTS

ISBN- 978-93-5267-712-2 1 International Research Conference, 2018

May 25, 2018


PROCEEDINGS OF: INTERNATIONAL RESEARCH CONFERENCE May 25, 2018 CORE COMMITTEE

Patrons : Dr. Ashok K Chitkara, Chancellor

Dr. Madhu Chitkara, Vice Chancellor

Conveners : Dr. Sandhir Sharma, Dean CBS

Dr Amit Mittal, Dean Ph D Programs, CBS

Dr KK Sharma, Dean UG Programs, CBS

Dr. Manish Madan, Chairman, IARDO

Ms. Ankita, Director, IARDO

Conference Chairs: Dr. Nimit Gupta, Fortune Institute of International Business

Dr. Nitin Gupta, Lovely Professional University

Dr. Sonali Yadav, ICFAI Business School, Gurgaon

Mr. Chirag Malik, ICFAI Business School, Gurgaon

Conference Secretary: Mr. Rajit Verma, Assistant Professor, CBS

Coordinators : Ms. Dinky, Assistant Professor, CBS

Ms. Pooja Chaudhary, Assistant Professor, CBS

Dr. Shuchi Dawra, Associate Professor, CBS

Conference Tracks: Finance & Accounting Track (Ms. Dinky)

OB and HR Track (Dr.Shuchi)

Marketing and Strategy Track (Ms.Pooja)

General Management Track (Mr.Rajit)


Chitkara University

In the year 2002, Chitkara Educational Trust established its Punjab campus 30 kilometers

from Chandigarh, on the Chandigarh–Patiala National Highway. In 2010 Chitkara University

was established by the Punjab State Legislature under “The Chitkara University Act”. The

university has 13 schools/colleges in multi-disciplines with over 10,000 students on its

campuses. The curriculum is developed and delivered in collaboration with a multiple

industry partners, thus focusing on raising the employability quotient of the students. The

university has developed an entrepreneurship culture with over 240 patent filing, 20 active

enterprises and three entrepreneurship hub centres for students to work in. The university

figures amongst top 50 institutes at national level in various disciplines and has articulation

and semester exchange understanding with over 130 global universities.

International Association of Research & Development Organization (IARDO)

IARDO is a research body established with an outlook to amalgamate renowned as well as

budding researchers of diverse dimensions across the globe. The vision of the organization is

to extract knowledge from academia as well as corporate, process this knowledge and provide

beneficial information to the relevant domains. The objective of this organization is to act as

an interface between the knowledge base of the theoretical and the practical arenas of

knowledge corpus.


International Research Conference 2018

There is a strong paradox between economic growth and sustainability in the globalized

digital era. Sustainable development aims at balancing the current needs and the needs of the

future generations. Nations, companies and individuals are recognizing the urgency of

sustainability in order to be competent for survival in the cut throat competition that exists in

today’s world. The real issue here is whether economic development and sustainability can

coexist or are mutually exclusive. Emerging trends and challenges in a globalized era include

Crypto-currency mania, Blockchain technologies and use of artificial intelligence in all

aspects of our lives. Business Process Re- engineering and innovative culture plays a big role

in sustainability as also economic prosperity. The main issue is to identify the relation and the

strength of relation among these aspects.


FOREWORD

The International Research conference 2018 has been a joint effort

between IARDO and Chitkara Business School of Chitkara

University, Punjab. It encouraged the interaction of faculty

members of the university and research scholars from across the

country to come together and share their work. This enabled all to

develop academics along with the more established academic

community in an informal setting, where everyone presented and discussed new and current

domain specific topics. Participants’ contributions helped us to make the Conference as a

grand success and outstanding. The papers contributed the most recent business related

knowledge known in the field of Business and Economics, Social Sciences and Humanities,

Teaching and Education, Environment and Sustainable Development and Policy.

We were glad to hear Dr Nimit Gupta, Professor, Fortune International Institute Delhi as a

key note speaker and Ms Ankita Popli as a guest speaker. The conference also heard

encouraging words from Dr Sandhir Sharma, Dean CBS.

I am grateful to the Session chairs of technical sessions, Dr Nitin Gupta from LPU, Dr Sonali

and Mr Chirag of IBS Delhi for excellent coordination. Our coordinators – Mr Rajit, Ms

Dinky, Ms Pooja and Dr Shuchi were hands on in their efforts. Appreciations are also due to

Ms Tanvi for her efforts in streamlining various trackes and putting this compendium

together from various abstracts.

KK Sharma, Ph D

Dean, UG Programs,

Chitkara Business School (CBS)


IRC-ETCGDE’ 18 - SCHEDULE

25 May 2018

TIME EVENT LOCATION COORDINATOR

9.30 am Registration Einstein Hall Mr RajitVerma and

Mr SandeepSaini

10 am

Inaugural (Address by Chief

Guest; Key Note Speaker and

Dean CBS

Einstein Hall Mr. Sarabjeet

10.45 am Group Photographs and Tea Faculty Lounge Mr Sundeep and Ms

Pallavi

11.15 am Morning Session

(Four tracks)

Third Floor,

Fleming Block

Respective Track

Coordinators

12.30 pm Lunch Square One Mr Sundeep and Ms

Pallavi

1.30 pm AN Session (Four tracks

including Skype)

Third Floor,

Fleming Block

Respective Track

Coordinators

3.30 pm Valedictory Warren Buffet Hall Mr. Rajit Verma and

Coordinators

3.45 pm Tea Third Floor,

Fleming Block

Respective Track

Coordinators

4.15 pm Closing of the Conference


TABLE OF CONTENTS

SR. NO.

NAME OF THE TOPIC & AUTHOR PAPER CODE

PAGE NO.

1 Logistic Regression Model for detecting Counterfeit Banknotes Akanksha Upadhyaya, Vinod Shokeen,Garima Srivastava

IRC18F001 14

2 Relationship between CSR and market valuation: A case study of 20 companies Amit Mittal ,.Namrata Sandhu

IRC18F002 15

3 Student’s attitudes towards the adoption of International Financial Reporting Standards (IFRS) in accounting curriculum in India Archana Goel ,Supinder Kaur

IRC18F003 16

4 Drivers of Investment in Mutual Funds: An Investors’ Perspective Namrata Sandhu , Chhavi

IRC18F004 17

5 Towards Greater development: An Analysis of GDP,HDI and Gender Inequalities of BRICS Nations Ripunjaya K. Chauhan , Dinky

IRC18F005 18

6 Emperically Testing Efficiency of Gold Exchange Traded Funds in India Sonali Yadav

IRC18F006 19

7 Impact of Institutional factors on the Firm Performance Shivani Inder Chopra, Gurwinder Kaur Dua

IRC18F007 20

8 Performance of Initial Public Offering : Literature Review with Future Research Outline Sushila Soriya,Ashok Kumar Meena

IRC18F008 21

9 An Empirical Study On the Reporting of Intangible Assets: With Reference to Indian Companies Kanishka Gupta, Sweta Goel

IRC18F009 22

10 Effect on Board Independence on Firm Profitability : A picture from Indian Listed Companies. Rajesh Kumar, Shivani Inder Chopra

IRC18F010 23


HR AND OB TRACK

SR. NO.


PAGE NO.

1 Effect of Affective, Normative and Communication Commitment on Organizational Effectiveness. Archana Shrivastava

IRC18H001 28

2. Mapping Development: Definittion, Scope and Tools. Rajiv Ranjan Mishra

IRC18H002 29

3 “Predicting User Adoption of Job Search Apps- Using UTAUT2 Extended model”. Neeraj Dhiman, Neelika Arora

IRC18H003 30

4 Development, Maintainence and Violation of Psychological Contracts and its Organisational Implications. Neha Sharma

IRC18H004 31

5 Training and Development in Wipro Limited. Pawan Kumar Pandey , Vijayshri Tewari

IRC18H005 32

6 Empirical Study on Impact of SAP on Human Resource Management in “IT” Sector. Priya Kushwaha, Preeti Yadav , Jagdish Prasad

IRC18H006 33

7 A Review analysis of Job Satisfaction as an Antecedent of Organizational Citizenship Behaviour Jitendra Singh , Pawan Kumar Chand

IRC18H007 34

8 The Concept of Knowledge Management and the Indian Tourism Industry: A Qualitative Analysis. Manohar Sajnani, Richa Mishra

IRC18H008 35

11 Exploring the Impact of ‘Change in Control’ Motive of Open Offer on the Wealth of Shareholders of Target Firms in India. Rajit Verma , K.K Sharma

IRC18F011 24

12 An Investigation of Determinants of E-Banking Adoption from Customer’s Perspectives. Rajni Bala, Sandeep Singh

IRC18F012 25

13 “Corporate Social Responsibility Initiatives: A Study on HDFC & AMP ; SBI. Neetu Mahendru ,Sarbjit Kaur , Payal Ahuja

IRC18F013 26


9 Team and Individua Performance in Virtual Teams as compared Face to Face Teams Shikha Gera

IRC18H009 36

10 Employability Quotient- Significance and Emphasis in Curriculum Sovia R.J.Singh , Geetanjali Sharma, Preethi Pradhan

IRC18H010 37

11 Critical Factors determining a High Employee Engagement and better Retention of Millenniums in IT C ompanies In India Subodh Saluja, K.K.Sharma

IRC18H011 39

12 Impact of Organizational Trustworthiness, Commitment and Team Orientation on Industrial Disputes- An empirical study on selected manufacturing Companies of West Bengal Wendrila Biswas, Debarun Chakraborty

IRC18H012 40

13 Conflict Management- A Challenge to resolve through Effective Communication Styles Rashmi Aggarwal, Tanvi Verma, Aashish Arora

IRC18H013 42

14 Mounting Stress on Management Graduates and its effect on their Performance. Debarun Chakraborty, Adrinil Santra, Soumya Kanti Dhara

IRC18H014 43

15 The Practice of Meditation to attain Ultimate Wisdom Mitali Palit

IRC18H015 45

16 Impact of Collective Intelligence and Collective Emotional Intelligence on the Psychological Safety of the Organizations. Shardul Shankar, Vijayshri Tewari

IRC18H016 46

17 Performance Prediction for Post Graduate students using Artificial Neural Network Vinod Kumar Pal, Vimal KamleshKumar Bhatt

IRC18H017 47


MARKETING AND STRATEGY TRACK

SR. NO.


PAGE NO.

1 Consumer Attitude Towards Luxury Fashion Brands: A Study of Dehi- NCR Anu Priya Arora ,Nawal Kishore

IRC18M001 49

2 Factors affecting Brand Loyalty in Athletic Footwear Industry Shivani Malhan, Parul Khanna, Bimal Anjum

IRC18M002 50

3 To Study the Individual’s Online Shopping Continuance Intention on Amazon.in for Consumer Electronics Smita Dayal , Deelip Palsapure

IRC18M003 51

4 Determinants of Customer Experience Management and Its Impact on Experience Quality in Tourism Industry in India

Vimal Kamleshkumar Bhatt, Bhuvanesh Kumar Sharma

IRC18M004 52

5 Implementation of Digital Strategy in Higher Educational Institutions in India Pooja Chaudhary, K.K Sharma

IRC18M005 53

6 Understanding the effect of Entrepreneurial Orientation, Innovation Capability and Differentiation Strategy on Firm Performance : A Study of Small and Medium Enterprises Deepak Kaushal, Sanjeev Kumar, Rahul Raj, Abhishek Negi

IRC18M006 54

7 Social Networks- An Emerging Tool for Education Jyoti Batra Arora

IRC18M007 55

8 A Study on Race Condition &Dynamic Race Detection Techniques Mithilesh Kumar Dubey, Devesh Lowe, Bhavna Galhotra

IRC18M008 56

9 Addressing the Challenges in Globalized Digital Era Through Start-up Entrepreneurship Renji George Amballoor

IRC18M009 57

10 Role of B-schools in Sustainable Growth of India IRC18M010 58


GENERAL MANAGEMENT TRACK

through Entrepreneurship Education Hemant Chauhan, Palki Setia

11 A Study on CSR Practices of Indian Companies in the Globalized Era Shabnam Siddiqui

IRC18M011 59

12 Impact of GST on Consumer Behaviour across Tricity Laveena Mehta,Baljinder Kaur

IRC18M012 60

13 Exploration and Confirmation of factors affecting Service Quality- An empirical study of Indian Public Hospitals in Digital Era Rupal Khambati, Hiren Patel , Satendra Kumar

IRC18M013 61

14 Employer Branding in Multi- National Corporations Monika Garg, GVV Satyanarayana ,Shuchi Dawra, K.John

IRC18M014 62

15 Digital Space and Story-Telling: A New Page in the Marketing Ecosystem

Yukti Ahuja, Indu Loura, Mahima Gupta

IRC18M015 64

SR. NO.


PAGE NO.

1 Technology Readiness among Primary School Teachers HemRaj , Openderjeet Kaur, Fatma Gausiya

IRC18G001 66

2 A study on Ethical Transformation in Higher Education with Special Reference to University Social Responsibility L.N.Kohli, Ankita Srivastava

IRC18G002 67

3 A Study on Understanding the risk and Stress among Alchoholic Youth who are Undergoing Recovery Nabanita Hazarika

IRC18G003 68

4 A Study of Employment Generation In India Nidhi Verma

IRC18G004 69

5 Entrepreneurship Boost : Predicated Factors based Study in Digital Era Rakhi Arora ,Kirti Jainani

IRC18G005 70


6 MCB-DEA : A Modified approach for Benchmarking Reshampal Kaur, H.S Bhatti, Monika Aggarwal

IRC18G006 71

7 Assessing the role of Faculty Performance in Institutions Shitika , Ruchi Nayyar ,Seema Sanghi ,A.K.Vij

IRC18G007 72

8 Diagnosis of Digital India: A Study on Academicians in Punjab Sidhartha Sharma, Saloni Raheja, Shivani Malhan

IRC18G008 73

9 Role of Information and Communication Technology in District Courts in India Sikha Barman

IRC18G009 74

10 Online Education : Its Issues and Challenges Trivikram

IRC18G010 75

11 Application of TAM mocel in Teaching & Learning- A behavioural Study on Social Media Vinod Kumar Pal, Bhuvanesh Kumar Sharma

IRC18G011 76

12 From Practicality to Pinnacle: Netnographic study on Bungee Jumping Akanksha Dutta, Anupam Sharma

IRC18G012 77

13 Digital Media and Business Communication in Educational Institutes of Silchar: A study on Students’ Response Arpan Paul

IRC18G013 78

14 Measure the Role of Intellectual Capital in Shaping the Business Performance: A Structural Equation Modeling Approach Bharti , Babli Dhiman

IRC18G014 79

15. Impact of Social Networking Sites on Undergraduate Students’ Purchase Decision Mandeep Kaur, Mansi Ahuja

IRC18G015 80


FINANCE AND ACCOUNTING TRACK


IRC18F001

LOGISTICS REGRESSION MODEL FOR DETECTING COUNTERFEIT BANKNOTES

Akanksha Upadhyaya : Amity Institute of Information Technology Amity University, Noida, UP,India Vinod Shokeen : Amity School of Engineering Amity University, Noida, UP, India

Garima Srivastava : Department of CSE/IT DRKNMIET, Ghaziabad, UP, India

ABSTRACT Forgery is way to misdeed something in order to upshot some personal or financial gain. There are variety of fraud detection techniques, applied in variety of application areas, which helps to identify that the certain event or thing is forge or not. These techniques predicts the probability of certain fraud that can be occur if its contributing attributes matches a certain threshold. Predicting fraud becomes essential due to development in Information Technology, various technological machineries, tools and up gradation of communication channels. Counterfeiting of banknotes is one such area where fraudulence needs to be predicted so that appropriate action can be taken. Forgery of currency massively affects socio-economic wealth of a country, hence in order to predict the probability of fraud, classification model based on Logistic Regression was generated. The dataset of Swiss Franc banknotes was considered for the model and it is taken from the Data Lab of Fundamental of statistics. The study proposed an effective predictive model, which can predict the classification of counterfeit and genuine banknotes with 100% accuracy. Performance measure of the model was tested with the help of training and testing dataset. The model was built and tested using IBM SPSS Statistics 21 tool.

Keywords: Banknotes, currency, counterfeiting, forgery, classification model, supervised learning, Swiss Franc banknotes, financial crime, Logistic Regression.


IRC18F002

RELATIONSHIP BETWEEN CSR AND MARKET VALUATION: A CASE STUDY OF 20 COMPANIES

Amit Mittal : Research Scholar, Chitkara Business School

Namrata Sandhu : Professor, Chitkara Business School

ABSTRACT The relationship between corporate social responsibility and firm valuation remains an under researched area. This research investigates this relationship through a case study of 20 Northern Indian companies listed on the National Securities Exchange (NSE). The data for the study was collected from the annual reports of companies and the NSE website. Five year data related to CSR spending and stock turnover helped investigate the relationship between CSR and market value. The research found that CSR spending and stock valuation is positively related. The research concludes that firm valuation can be enhanced by increasing CSR activities. The research recommends that companies seeking to enhance their market value should increase their CSR spending.

Keywords: Corporate social responsibility, CSR, stakeholder, firm valuation, market value


IRC18F003

STUDENT’S ATTITUDE TOWARDS THE ADOPTION OF INTERNATIONAL FINANCIAL REPORTING STANDARDS (IFRS)

IN ACCOUNTING CURRICULUM IN INDIA

Archana Goel : Assistant Professor, Chitkara Business School, Chitkara University Supinder Kaur : Student, Bcom, Chitkara Business School, Chitkara University

ABSTRACT In the quick pace of globalization there is a requirement for a common financial language (IFRS) as a result desirable financial reporting makes funding and financial decisions more efficient and economical. The Institute of Chartered Accountants of India (ICAI) has announced its decision to adopt IFRS in India with effect from 1 April, 2011. Today’s students have urgent need to understand the Indian GAAP and IFRS standards. So, the purpose of this paper is to examine the perceptions of Indian students about their knowledge and interest on the adoption of International Financial Reporting Standards (IFRS) and the usefulness of learning IFRS. A questionnaire survey is used in this study to identify the attitudes of the students towards adoption of IFRS in India. Questionnaires were distributed to 150 students who study in management colleges, out of which 20 incomplete responses were omitted. They were asked to express their perception about the adoption of IFRS. It was disclosed that less students were aware of IFRS with only theoretical knowledge. They showed keen interest in learning more about IFRS. It was felt that studying IFRS helps in mastering accounting measurements and disclosure and this would help in proceeding in their studies and support them in developing their future career.

Key words: IFRS, ICAI, Student’s attitude, accounting quality


IRC18F004

DRIVERS OF INVESTMENT IN MUTUAL FUNDS: AN INVESTOR’S PERSPECTIVE

Namrata Sandhu : Professor, Chitkara Business School, Chandigarh

Chhavi : MBA Student, Chitkara Business School, Chandigarh

ABSTRACT This study aims to identify the factors responsible for the choice of mutual funds as an investment avenue. Literature review and qualitative research helped enlist the scale items for the questionnaire. A multivariate model was developed and tested with the help of data collected from investors (n=202). Exploratory factor analysis revealed five reasons that drive investment in mutual funds: professional management, variety of schemes, low risk, easy exit option and transparency. Four of these reasons were found significant in the overall model at five percent level of significance. Implications are discussed.

Keywords: Mutual funds, investor, risk, investment, multivariate model


IRC18F005

TOWARDS GREATER DEVELOPMENT: AN ANALYSIS OF GDP, HDI AND GENDER INEQUALITIES OF BRICS NATIONS

Ripunjaya K Chauhan : Assistant Professor, Chitkara University

Dinky: Assistant Professor, Chitkara University

ABSTRACT The transition in the traditional definition of inclusive growth from creating employment opportunities for all, to generating equitable opportunities has gained widespread importance. Despite of significant rise in the GDP and real income per capita of emerging economies, studies have shown huge disparity level in these economies in terms of human development and gender equality. Policy makers have also realized that shift from human development to gender development would lead to inclusive and greater development of the nations. This paper focuses on exploratory analysis of the relationship between popular growth indices namely Human Development Index and Gross Domestic Product with that of Global Gender Gap Index. The study covers a period from 2008 to 2017 and data for the variables in study have been taken for BRICS nations as these economies are seen as potential contributor for global growth. The study is an attempt to find whether the rise in GDP results in increased HDI and reduction in gender inequalities.

Keywords: Inclusive Growth, HDI, GDP, Global Gender Gap Index, Gender Inequalities


RC18F006

EMPIRICALLY TESTING EFFICIENCY OF GOLD EXCHANGE TRADED FUNDS IN INDIA

Sonali Yadav : Assistant Professor IBS, Gurgaon

ABSTRACT In this study, gold exchange traded funds (GETFs) have been tested for weak form efficiency in India. The data are used for all eleven GETFs and the study period spans from 2007 to 2017. All eleven GETFs were tested for weak form efficiency employing group unit root test, correlogram and variance ratio test. GETFs under study have exhibited the absence of weak form efficiency making forecasting possible. ARIMA model has been used to make forecasts and five out of eleven GETFs follow ARIMA. The findings shall be useful for market regulators, investment managers, companies as well as researchers.

Keywords: ARIMA, Gold Exchange Traded Funds, Forecasting, Price Discovery Mechanism, Stationarity, Weak Form Efficiency.


IRC18F007

IMPACT OF INSTITUTIONAL FACTORS ON FIRM PERFORMANCE

Shivani Inder Chopra: Associate Professor, Chitkara Business School, Chitkara University, India Gurwinder Kaur Dua : Research Scholar, Chitkara University, India

ABSTRACT The present explanatory research paper is based on the area of corporate governance in terms of “impact of institutional factors on firm performance” and consequently to analyse the application of the institutional factors on firm performance in association of institutional theory. It attempts to analyse the impact of institutional factors i.e. board size, independent director, presence of women director and ownership concentration on firm performance. Accordingly, the research methodology was framed with the thought of creating index. These independent variables will be converted into categorical variables due to the availability of broad range of data on board size, independence of board, CEO duality, women directors in the board and ownership concentration. After that, the study proposes to capture the impact of each factor of each variable on the dependent variable through regression.

Hypothesis was framed regarding the impact of institutional factors i.e. board size, independent director, presence of women director and ownership concentration on firm performance. The study would limit the analysis for 50 selected Fast Moving Consumables goods companies listed in BSE index for the period of past seven years i.e. 2010-11 onwards.

The study would focus on the secondary data. For collecting all the relevant data, the website of Ministry of corporate affairs, and the annual reports of the sample companies will be considered. After ascertaining the data, chosen samples will be providing the narrative data. Analysis will be iterative and continuous. After that, Segmenting and coding will be done.

Keywords: Institutional theory, Institutional Factors, firm performance, corporate governance and Fast Moving Consumables Goods Companies.


IRC18F008

PERFORMANCE OF INITIAL PUBLIC OFFERING: LITERATURE REVIEW

WITH FUTURE RESEARCH OUTLINE

Sushila Soriya : Assistant Professor, Department of Commerce, Central University of Rajasthan Ashok Kumar Meena : Research Scholar, Department of Commerce, Central University of Rajasthan

ABSTRACT The purpose of this research paper is to get a comprehensive analysis of previous research studies on the performance of initial public offering which may provide the present growth and scope of research work on field. 108 research studies on initial public offerings has been reviewed and outlined all the studies on the basis of their tools, methodology, year of the study, sample period and sample countries taken, type of studies and sources of the study. The outcomes of the analysis show that the number of studies on initial public offering rose continuously over the last seven year. The conclusion drawn from this paper may provide helpful facts concerning the following studies of initial public offering to investors, researchers, shareholders and policy makers for creation important decisions.

Keywords: Initial public offering, India, literature review, short and long run performance.


IRC18F009

AN EMPIRICAL STUDY ON REPORTING OF INTANGIBLE ASSETS: WITH

REFERENCE TO INDIAN COMPANIES Kanishka Gupta : Research Scholar, Amity University, Noida

Sweta Goel : Assistant Professor, Amity University, Noida

ABSTRACT India has emerged as a formidable global power in the recent years where, Intangible assets are considered more valuable than physical or tangible assets. The purpose of this study is to examine the extent of Intangible asset reporting by Indian companies in annual reports. For analysing the reporting of Intangible assets, three indicators as Internal capital, External capital and Human capital have been studied. These are further divided in various attributes and on their basis reporting of Intangible assets of the sample companies has been examined. Present study analyses the reporting of intangible assets separately for all the sample companies and for industries to which these companies belong. Content analysis has been used to examine the reporting of Intangible assets of Indian companies listed on NIFTY- 50 (National Stock Exchange) and SENSEX- 30 (Bombay Stock Exchange) a sample of 51 companies was selected as per the market capitalization for the year 2016-17. This paper has considered Sveiby (1997) framework, which provide Intangible asset monitor to examine the reporting of Intangible assets. The paper offers the insight into the annual reports of the top India companies and results show that reporting of Intangible assets is very low. Further out of the three indicators the most reported indicator of Intangible assets is Human capital. Also, there is no proper and effective framework followed in India for reporting of Intangible assets. The present paper explores the insights of 51 Indian companies which in turn will help the stakeholders to get the clearer picture of the company. From the past literature it has been found out that most of the research done in concerned field, especially in Indian context has considered a small sample size of 30 or less than 30 companies. Therefore, the present study is contributing to the existing literature by providing a more generalized result in the concerned field.

Keywords:- Intangible assets, Content analysis, Annual reports, Disclosure, India.


IRC18F010

EFFECT OF BOARD INDEPENDENCE ON FIRM PROFITABILITY: A PICTURE FROM INDIAN LISTED COMPANIES.

Rajesh Kumar : Research Scholar, Chitkara University, Punjab

Shivani Inder Chopra : Associate Professor, Chitkara University, Punjab

ABSTRACT

This study examined the effect of board independence on firm profitability. For this purpose, the companies are selected from one of the major and fast growingstock exchange of India, National Stock Exchange (NSE)’s Index of NSE 200 and the period taken is of 10 years starting from 2007-08 up to 2016-17. Previous research work shows the importance of independent directors on the board. From the last two to three decades, almost every global introduction of corporate governance norms has highlighted the compulsory presence of independent directors on the board to take rapid action and to use the benefit of experience to improve the relations with other industry firms. SOX 2002 and Clause 49 of listing agreement are the major examples for support to board independence. Growth in firm performance is the indicator of good future of the firm and also secures the interest of investors. Literature shows that a lot of work has done on these variables in developed economies like USA, European countries and China. Developing countries like India also need to analyse these variables so that they can improve and can make full use of the concept of board independence. With the purpose to check the relationship between board independence and firm performance, this study has done on Indian economy. Clause 49 made a compulsory provision of minimum 50% directors on the board. This research can contribute to improve the efficiency of Indian firms, so that investors can be safe and more investors all over the world can come to invest in India. India is a fast growing country and is becoming a investment centre in future. For all these India need a very good and efficient corporate governance system. This study will try to check the validity of board independence in Indian economy. For regular improve in Indian system we need a continuous research on the variables.

Key words: Independent directors, firm profitability.


IRC18F0011

EXPLORING THE IMPACT OF ‘CHANGE IN CONTROL’ MOTIVE OF OPEN OFFER ON THE WEALTH OF SHAREHOLDERS OF

TARGET FIRMS IN INDIA Rajit Verma: Assistant Professor,ChitkaraUniversity

KK Sharma : Dean ,UG Programs, CBS, Chitkara Univesity

ABSTRACT

Corporate restructuring always plays an essential role to restore the financial health of many companies worldwide. In Indian context, Open offer is becoming a prominent tool for the takeovers in order to safeguard the rights of minority shareholders (SAST 2011). Most of the Indian studies investigated that through open offers, the shareholders of the target companies can get the substantial advantages. The present study focused on ‘Change in Control’ objective of open offer and its effects on the shareholders’ wealth of target companies listed on S&P BSE in India. The present study used a total sample of 115 open offers, out of which 96 offers were based on ‘Change in Control’ objective and, 46 companies qualified for the final analysis for the period 2015-2017. The research is primarily based on standardized event study approach, further ARs, CARs, & CAARs were used to analyze the anomalous price behavior of sample firms within the standardized event window of 41 days using an estimation window 120 days. The results reflected that the ‘Change in Control’ motive has significant positive impact on majority of the target companies in India with 22.38% cumulative excessive returns during the 41 days event window. The conclusion of the study explained that if such objective of open offer can be anticipated well than for the investors it can be a jackpot bonanza. Further the study supported the existing literature by testing the efficiency of Indian market in semi strong form.

Key words: Open offers; Shareholders’ Wealth, Event Window, Estimation Window


IRC18F0012

AN INVESTIGATION OF DETERMINANTS OF E- BANKING ADOPTION FROM

CUSTOMER’S PERSPECTIVES

Rajni Bala: Independent Researcher

Sandeep Singh: Assistant Professor, Punjabi University, Regional Centre for IT & MGMT., Mohali, Punjab.

ABSTRACT Digitalization support worldwide financial growth, and enhance competence through let big businesses to administer their processes faster with less cost. Our globe is by now an international market, where we can procure and sell via digital platforms. An increasingly digitized globe is nowadays arriving at each corner of our lives. Digitalization continues to enlarge its persuade. The Banking industry has changed rapidly within the dynamic and challenging economic setting throughout the globe. Being a service industry banking sector generates and distributes services for the realization of consumers’ economic needs. In the present era of vicious competition, wherever an enormous alternative is accessible to the patrons, each banking organization has an onus to magnetize the new patrons and retaining the existing ones, by providing them with innovative and classy services. During this competitive and liberalized setting, everybody is attempting to try and do better than others. Internet banking (IB) is that the latest and most innovative service and is that the new trend among the customers. The shift from the formal banking to e-banking has been a 'leap' change. This study determines the factors influencing the consumers’ adoption of internet banking in India. The sample of the study was 391 bank customers. On the basis of previous literature and expert advice, a questionnaire was designed. Exploratory Factor Analysis and Confirmatory Factor Analysis have been employed. Finally six factors were found and confirmed.

Keywords: Banking industry, Digitalization, Globalization, Internet banking, Emerging economy, etc.


IRC18F013

CORPORATE SOCIAL RESPONSIBILITY INITIATIVES: A COMPARATIVE STUDY ON HDFC &AMP; SBI

Neetu Mahendru: Assistant Professor, GNA University

Sarbjit Kaur : Assistant Professor, GNA University Payal Ahuja : Assistant Professor, GNA University

ABSTRACT

No corporate entities can survive in vacuum. It is the responsibility of business to do some beneficial for the society for the consideration of all those resources which they take from society .Corporate social responsibility(CSR) initiatives helps in the upliftment of the society by supporting various sectors like education, health and environment. In country like India banking sector play vital role in economic development. So banking sector stands at leading position in discharging the responsibilities of sustainable development through CSR. The main purpose of the study is to analyze the CSR activities carried out by select banks.

Keywords: Banking, CSR, Sustainable development


HR AND OB TRACK


IRC18H001

EFFECT OF AFFECTIVE, NORMATIVE AND CONTINUANCE

COMMITMENT ON ORGANIZATIONAL EFFECTIVENESS Archana Shrivastava: Director & Professor, Balaji Institute of Modern Management, Pune

ABSTRACT The main aim of the present exploratory and empirical research paper was to analyze the role of employee commitment to the organization in promoting organizational effectiveness. In this research paper we adapt the approach taken in the well-established three-component model (TCM: Meyer and Allen, 1991) wherein the effect of the three components of commitment namely- Affective, Normative and Continuance Commitment is studied on Organizational effectiveness. Literature on the topic offers enough evidence supporting the benefits that organizations have of having a strongly committed workforce. The study was restricted to the employees of the telecommunication sector having a sample size of 266 employees.. Primary data for the study was collected through questionnaires, using structured questions to elicit information on the predictor variables of Affective, Normative and Continuance Commitment and response variable of Organizational effectiveness. The three different conceptual components of commitment have different antecedents and different implications for work related behavior (Meyer & Allen, 1990). The predictive model arrived at in this research also explains an increase in any of the three commitments will lead to increase in organizational effectiveness. The final predictive model explained 54.5% of the variability of the response variable of Organizational effectiveness.

Key Words: Affective commitment, Normative component, Continuance commitment, Organizational effectiveness, TCM Employee Commitment (TCM) Survey


IRC18H002

MAPPING TALENT DEVELOPMENT: DEFINITION, SCOPE AND TOOLS

Rajiv Ranjan Mishra: Department of Hotel Management, Rawal Institute of Management

ABSTRACT Despite the growing need for talent development in organizations, there is scepticism about its meaning in theory and practice. This paper explores and provides insights into the variations on the inconsistencies of the concept, definitions and approach to TD. It also examines the range of development tools available to organizations. Drawing insights from a number of discreet literatures, it revealed that talent development represents an important component of the overall talent management process. The study highlighted why talent development has proven to be paramount to organizational success whether in boom or bust. The constraints faced by organizations in implementing TD strategy were also discussed. The paper is exclusively theoretical in nature; however, it does identify gaps for further research. This study will help training professional in engaging with some issues faced regarding the management and development of talent in the workplace. Finally, future areas for research were identified.

Keywords: Talent, Talent development


IRC18H003

PREDICTING USER ADOPTION OF JOB SEARCH APPS – USING UTAUT2 EXTENDED MODEL

Neeraj Dhiman: Research Scholar, Dept. of HRM, Central University Jammu Neelika Arora: Assistant Prof., Dept. of HRM, Central University Jammu

ABSTRACT Purpose - The emergence of technology has transformed the recruitment industry worldwide and those advancements have raised the need to adoption of new technology for job seekers as well. Despite its popularity there is limited understanding of technology adoption among job seekers’ in literature. Therefore the aim of the present study to understand job seekers’ adoption of job search apps and intention to continued for future use. Design/ methodology/approach – To understand the adoption, a modified version of extended unified theory of acceptance and use of technology (UTAUT) was used. Two individual level factors namely – self efficacy and personal innovativeness were incorporated into the theoretical framework. The data will be collected from entry level students studying in the professionals’ courses in Indian universities. Findings – The findings of the present study will have numerous researches, theoretical and practical implications. The contribution of this study will encourage students to adopt other technologies as well.

Originality / Value – This study would contribute to a detailed understanding of adoption factors related to job search apps where the existing research is limited. Further this study provides interesting insight of how new endogenous and exogenous variables (i.e. self efficacy and personal innovativeness) contribute to better explanatory power of the UTAUT2 framework. Practical implications – This study would be helpful for mobile application developers to ensure higher adoption of job search apps. Based on the findings, they will be able to devise strategies for higher adoption of these apps.

Keywords: Technology adoption, Job search apps, E-recruitment, UTATUT2.


IRC18H004

DEVELOPMENT, MAINTENANCE AND VIOLATION OF PSYCHOLOGICAL CONTRACTS AND ITS

ORGANISATIONAL IMPLICATIONS

Neha Sharma: Assistant Professor, Institute: Institute of Information Technology & Management, New Delhi.

ABSTRACT: Many organisations overlook the exchange agreement between the employee and the employer but it is the fundamental relationship demanding attention and consideration. In a business world signalled by lot of insecurity, developing and transforming at an exponential rate it is essential for the employers to maintain a steady and sustaining relationship with the employees. The concept of psychological contract pinpoints underlying processes regarding expectations within the employer – employee relationships. This paper on psychological contract is a review paper based on secondary data. This paper explains an introduction, development, maintenance and causes for the violation of psychological contract and its consequences on the organisation as a whole.

Key Words: Psychological contract, development, maintenance, violation and breach.


IRC18H005

TRAINING AND DEVELOPMENT IN WIPRO LIMITED

Pawan Kumar Pandey: Department of Management Studies, Indian Institute of Information Technology, Allahabad, India

Vijayshri Tewari : Head Of Department, Department of Management Studies, Indian Institute of Information Technology, Allahabad, India

ABSTRACT Training and development is a utility of human resource management. Training is a planned exertion by an organization to assist employee learning of job related competencies, which includes skill or behavior, knowledge for successful job performance. Companies should view their training widely to get an upper hand over its competitors and create intellectual assets. These assets are basic knowledge and skills which helps to understand the customer as well as organizational system and also motivate creativity which is self-driven and varies with person to person whereas development are the behavioral program used to recognize and control the ability of a person. So that he/she will perform their job in a most effective way within a stipulated period of time and also development increases the working efficiency of a person in reference of future prospect of work. Wipro Limited is a company which is well known in the world for providing IT solutions, business process and consulting services. It also unite the power of technology i.e. robotics, cloud computing, logical ideas to provide the best services and helps its customers to cope up with the digital world. It has over 1, 60,000 staffs which are serving all over the world. Wipro Limited unites the logical ideas and connects them to make a better and bright future for the world.

Keywords: Training and Development, Requirement, Challenges, Future Prospect.


IRC18H006

EMPIRICAL STUDY ON IMPACT OF SAP ON HUMAN RESOURCE MANAGEMENT IN ‘IT’ SECTOR

Priya Kushwaha: Research Scholar Associate Professor Co-supervisor

Preeti Yadav: Amity Business School Amity Business School Amity School of Applied Sciences

Jagdish Prasad: Amity University Rajasthan Amity University Rajasthan Amity University Rajasthan

ABSTRACT Information Technology is a crucial factor and it has a great impact on global environment. We cannot even imagine or move a single bit without technology in today’s scenario. We can see the high impact of technology in this digital era. IT Sector has a vast growth and SAP ERP is one of those advanced techniques used by large number of people in an organization. It is the software mainly adopted by large organizations to overcome the hurdles and consuming less time while working. In the empirical study two companies TCS and HCL TECHNOLOGIES of IT Sector have been taken to conduct the study with the aim to measure the impact of SAP in both the organizations by using questionnaire method. The study revealed that SAP has a very high impact on both the organizations. While comparing both the organization’s performance using SAP, the study revealed that TCS has a high growth-rate than HCL TECHNOLOGIES.

Keywords: Information Technology, SAP ERP, Digital-era, HRIS, TCS, HCL, HR.

ACKNOWLEDGEMENT The authors are thankful to the executives of TCS and HCL for providing the information for the purpose of preparing the manuscript.

ORIGIN OF THE PAPER

Origin of the paper is to find the barriers while implementing SAP and its effectiveness in both the organization.


IRC18H007

A REVIEW ANALYSIS OF JOB SATISFACTION AS AN ANTECEDENT OF ORGANIZATIONAL

CITIZENSHIP BEHAVIOUR Jitendra Singh: Research Scholar bAssociate Professor Pawan Kumar Chand: Chitkara Business School, Chitkara University, Punjab

ABSTRACT In this era of technological disruption the organizations are moving towards VUCA model to mitigate the risks towards business continuity. In this scenario employee attitude and behavior towards the organization play a vital role in ensuring that during the process of unleashing the people potential of the organization from people productivity perspective, employees are able to realize mutual value addition therefore, they demonstrate commitment and loyalty towards the organization. Present study aims to understand the organizational citizenship behaviour amongst the shop floor employees of manufacturing industry at India by recognizing various antecedents such as job satisfaction, QWL, empowerment and organization commitment towards the relationship between organizational citizenship behavior. Further the research aims to bring emphasis through review of literature studies on the relationship between job satisfaction and organizational citizenship behavior. To take the research towards a logical conclusion with stress on research gaps, conclusive hypotheses were framed on the basis of existing literature. Findings of the study give the line of future scope of direction to the researchers on organizational citizenship behaviour with the suggested practical implications. The study will contribute knowledge to the industrialists to manage the work performance of employees at the workplace by catalyzing the employee attributes by focusing on job satisfaction and organization citizenship behavior at the workplace.

Keywords: Organizational citizenship behaviour, job satisfaction, empowerment, organization commitment, blue collar employees.


IRC18H008

THE CONCEPT OF KNOWLEDGE MANAGEMENT AND THE INDIAN TOURISM INDUSTRY: A QUALITATIVE ANALYSIS

Manohar Sajnani: Dean Faculty of Hospitality and Tourism Director, Amity Institute of Travel and Tourism, AUUP, Noida Richa Mishra: Research Scholar, Amity Institute of Travel and Tourism, Amity University, Noida, Uttar Pradesh

ABSTRACT Knowledge Management (handling of information and other knowledge resources in an efficient and effective manner thus adding value and benefitting the commercial goals of any business) is gaining attention of researchers as well as the industry professionals from quiet sometime. It is a well-known fact that no business or industry can grow to its full potential without the support of effective and efficient research development activities. The concept of knowledge Management is not new to the business world and its theories are practiced everywhere. Tourism is one such industry which is yet to take the full advantage of this concept. If somehow the Indian government, tourism professionals, academicians and researchers can implement this concept for the growth of travel and tourism in India, the country can improve its ranking in the world tourism chart. India being a land of diverse cultural and natural heritage has a lot of untapped tourism potential, knowledge management can also help in exploring the untouched aspects of tourism in India. This paper talks about the positives that can be brought to the industry with the implementation of various theories of knowledge management in its day to day operations.

Key Words: Knowledge Management, Tourism, Information, Research, Business

Purpose of the Research: To find out why and how the concept of knowledge management should be used for the growth of tourism in India.

Research Methodology: It is a desk research based on secondary data. Results: The tourists can experience better and sophisticated tourism products in a systematic and planned manner resulting in improved tourist satisfaction ratio. The marketing campaigns can be more focused.

Implications: Increased tourist arrival and other tourism activities in India.


IRC18H009

TEAM AND INDIVIDUAL PERFORMANCE IN VIRTUAL TEAMS AS COMPARED TO FACE TO FACE TEAMS

Shikha Gera

ABSTRACT In current scenario, the physical part of the work is transforming in a more virtual way. There has been an increasing importance on boundary-less dispersed teams that operate through electronic mediated communication systems. Unlike, traditional teams that operate in close physical proximity with face to face interactions, virtual teams are more complex as they interact through host of technologies. However, real time and flexible time communication systems help people work uninterrupted wherever they happen to be. Still the question arises: Are virtual teams (VT’s) equally performance oriented as face to face (FTF) teams? To answer the question, the present study utilized a quasi-experimental design to measure the performance outcomes of virtual and face to face teams. The study utilized 220 students who were randomly allocated to 31 FTF teams and 28 VTs. Results revealed that virtual teams perform equally well as face to face teams.

Keywords: Boundary-less teams, dispersed teams, e-teams, face to face teams, network teams, virtual teams


IRC18H010

EMPLOYABILITY QUOTIENT- SIGNIFICANCE AND EMPHASIS IN CURRICULUM

Sovia R.J. Singh Geetanjali Sharma

Preeti Pradhan

ABSTRACT With the advent of the Liberalisation, Privatisation and Globalisation Reforms in 1991, India suddenly had a huge influx of Multi National Corporations. Till then, the employment in India was largely seen in the public sector with merit given to qualification over employability skills. Thus, professions like engineering or medicine were much in vogue.

However, due to the paradigm shift the Reforms brought, skilled workforce was required to meet the global standards. This meant minimising the employment demand and supply gap in the private sector and herein laid the problem. The jobs in the private sector entailed something more than just technical qualification. Years of rote learning, following the ‘Herd Mentality’ and not encouraging the creativity of an individual posed a major challenge to the employability of scores of graduates coming out of various educational institutions in India. The graduates had to gear themselves up for this change and that meant changing the status quo and changing it really fast.

Nothing much has changed in the last decade or so as the employability of students has become an albatross around the neck of the Government. The problem has assumed gigantic proportions as according to a survey conducted by Aspiring minds, an employability solutions company, graduates were unemployable because they had insufficient English language, computer training and analytical skills. Furthermore, a study conducted by TimesJobs cites that graduates have lost jobs just because of a weak handshake!

The purpose of this paper is to examine the Language and Soft Skills curriculum to see how much weight age needs to be given to it to train students in employability skills. The research paper will delve deeper into the above and will be a comparative study between the Communication Skills Curriculum prescribed by the National Council for IHM. A case study of a dynamic & contemporary Soft Skills curriculum followed by Chitkara University is also analyzed from the perspective of the impact that it has.

The curriculum was analysed from the perspective of content and credits devoted to teaching of language, communication and interpersonal skill competencies. These are very critical to improving the employability quotient (EmQ) of the students to make them industry ready. The analysis brought out some major salient points.

Firstly, the course is introduced in the Second semester and only for 30 hours (two lectures per week). Secondly, the biggest anomaly is that it doesn’t give impetus to the honing of Language/ Communication Skills and instead focuses on the theoretical knowledge. Sadly,


the students have no exposure in the rest of the semesters to a Soft Skills course which will stand them in good stead to become employable.

The case study also brought out Language & Soft Skills based courses offered at Chitkara University are need based and Industry oriented and lead to a higher employability quotient (EmQ). This study has important implications for activities to be adopted to improve higher education institutes for increasing the employment quotient to meet industry demands.

Key Words- Employability Quotient, Language, Communication Skills, Interpersonal Skills, Industry ready


IRC18H011

CRITICAL FACTORS DETERMINING A HIGH EMPLOYEE

ENGAGEMENT AND BETTER RETENTION OF MILLENNIUMS IN IT COMPANIES IN INDIA

Subodh Saluja: Research Scholar,Chitkara University

K K Sharma: Dean, UG Programs, Chitkara Business School, Chitkara University

ABSTRACT

Purpose The purpose of this study is to provide a contextual overview that illustrates and illuminates some of the factors that determine high employee engagement and better retention of millennial generation in IT companies in India.

Design/Methodology/Approach This is a review that links current research on Millennials in the workplace and the authors’ own research, insights, and experience of working with the millenniums in IT Industry.

Findings The study highlights the organizational best practices/factors in the context of employee engagement of Millennial. It examined the particular behaviours that seem to be, the most relevant to the tasks of managing and developing the new generation in the existing workforce Implications. The present study is about Millenniums workforce in IT Indian organisations. From existing literature, it attempts to assess the factors that determine a high employee engagement of millenniums employees in their workplace.

Implications Every organization aims for a faster growth and increasing its market share. Millennial represent the young workforce in the industry and their numbers are increasing in the existing workforce in India. The speed of disruption in business cycle has increased the challenges of retaining and developing talent in order to keep them 'Engaged'. The study analyses existing research on various dimensions of millennial generation. This lays out a scope for addressing the training needs along with other HR interventions to retain the cutting edge of an organisation.

Keywords: Employee engagement; millenniums, millennial, talent


IRC18H012

IMPACT OF ORGANIZATIONAL TRUSTWORTHINESS, COMMITMENT AND TEAM ORIENTATION ON INDUSTRIAL

DISPUTES- AN EMPIRICAL STUDY ON SELECTED MANUFACTURING COMPANIES OF WEST BENGAL

Wendrila Biswas: Assistant Professor and Research Scholar, Department of Management & Social Science, Haldia Institute of Technology, West Bengal, India

Debarun Chakraborty: Assistant Professor, Department of Management & Social Science, Haldia Institute of Technology, West Bengal, India

ABSTRACT Purpose: This study empirically specifies that the prevailing situation of suspicion, distrust, firefights and strikes in industries can be impaired to a greater extent through a shared feeling, ingraining a sense of fidelity, synergism and adherence among employees. Such an organizational culture makes the employees more congruous keeping a compatible aura in organizations. There is a substantial prospect and scope for industries to arise and understand the standards of behavior of its employees and guide them to build a culture of collectivism thereby reducing confrontations. Design/Methodology: A descriptive research design has been carried out in this study with cross sectional survey with a help of an instrument pertinent for the research. The paper adds the prevailing literature review generating a model for the manufacturing industries of West Bengal. Exploratory factor analysis and confirmatory factor analysis has been conducted with structural equation modeling on the proposed conceptual model. Multistage sampling has been used for conducting the study. Findings: The prime findings of the study highlights that organizational culture is having a positive and consequential impact on industrial disputes. Trustworthiness is one the most influencing determinant which influences organizational culture. It posits the need to envisage, induce and implant an environment in organizations through these aspects in order to lessen disputation.

Research Limitations: This empiric paper is framed in the Indian context with reference to the manufacturing companies of West Bengal. The upshots may change when it is applied to different states in the same country or different countries. The result may amend in case of other sectors apart from manufacturing. The study underpins for furthermore exploration in this facet as till now a miniscule part of it has been probed into. Managerial Implications: The study has a considerable importance because of its impact on employees as it facilitates goal alignment, motivation, degree of conflict tolerance and serves as a control mechanism. In such a way when employees internalize the values of an organization, a well knit culture sustains which contributes to a spirit of cooperation, coordination and an utmost industrial peace improving employee participation, performance and productivity.


Social Implications: The research study provides insights into the fact that the employees adopt and embed these elements in them as they derive an innate satisfaction and find these values in line with their personal values. Thus it shapes one’s behavioral pattern, regulates his conduct and makes him a human being. Such an attitude keeps social relationships undefiled and make them withstand complicated situations in life without being baffled. Originality: The survey has been conducted with employees of the manufacturing units of West Bengal. Hitherto, no such investigation has been executed in this outlook. Studies have reflected the impact of these causal factors on industrial relations but there is a dearth of observation and analysis on industrial disputes. The study provides a forward glance in the working of functional managers who face challenges in curbing industrial unrest and fall into the stigma of organizational uproar.

Keywords: Trustworthiness, team orientation, commitment, synergism


IRC18H013

CONFLICT MANAGEMENT-A CHALLENGE TO RESOLVE THROUGH EFFECTIVE COMMUNICATION STYLES

Rashmi Aggarwal: Associate Professor, Chitkara Business School, Chitkara University India

Tanvi Verma : Assistant Professor, Chitkara Business School, Chitkara University India Aashish Arora: Assistant Professor, Chitkara Business School, Chitkara University India

ABSTRACT One of the key features of social life takes into account all kind of human interactions and communications. Role of communication in an organization must be directed towards achieving its objectives. Beside initiating and sustaining human relations, life within a working group leads to situation of conflict. Conflict is presence of discord between different individuals which is a barrier to effective communication. Conflict is a ubiquitous occurrence accompanied by unlimited diversity. The paper seeks to mention that since communication is essence of relationships, and most of the conflicts in relationships are the result of misunderstanding followed by poor communication behaviors, use of effective communication will deal with these situations and provides better results in achieving the organizational objectives leading to increased effectiveness of the organization. The aim of the paper is to establish the impact of effective communication styles in managing and resolving organizational conflict. Survey method was used with the help of structured questionnaire which were distributed to working group and then tested with appropriate statistical tools. The findings of the study shows that effective communication styles are indispensable in settling the organizational conflicts .The paper also highlights that the proper communication of organizational goals & objectives to the staff will help them in understanding their vision and creating concurrence between staff and management. The system of upward communication should be promoted with the purpose of smoothening the feedback information.

Keywords: Effective Communication Styles, Conflict Resolution, Organizational Effectiveness


IRC18H014

MOUNTING OF STRESS ON MANAGEMENT GRADUATES AND ITS EFFECT ON THEIR PERFORMANCE

Debarun Chakraborty: Assistant Professor, Department of Management & Social Science, Haldia Institute of Technology, Haldia, West Bengal, India

Adrinil Santra: Assistant Professor, Department of Management & Social Science, Haldia Institute of Technology, Haldia, West Bengal, India

SoumyaKanti Dhara: Assistant Professor, Department of Management & Social Science, Haldia Institute of Technology, Haldia, West Bengal, India

ABSTRACT Purpose: In both the therapeutic and academics quarters, the study of stress in human being has always been a thought provoking concern for discourse and analysis. The phrase "stress development" is inescapably intertwined with our everyday life but the exact nature of such mounting of stress on human beings is not universal in its nature. There are assortments of somato-psychological changes which are evident on the stress object. This study attempts to investigate the various behavioral, socio-cultural and economic grounds which are conducive in the process of acute stress development among the Management students. Methodology: For the purpose of the research descriptive research design has been used to study the relative contribution made by the various environmental stressors and how exactly the contour in the process of stress development among the Post Graduate Management graduates. A questionnaire was used as the survey instrument relevant for the empirical research. For the specific purpose of the research convenience sampling method is used. The researchers’ used confirmatory factor analysis to analyze the data collected from the Management students.

Findings: The major findings of the study are that the Personal Psycho-Demographic factors are the most important among all the factors which are conducive of stress development among the students. The study strongly argues that the control on self and the competence to counter the stress situations after being qualified for the candidature of being called as a Management student is the principal condition to overcome the stress situations which are imperative in the process of building a successful career. It is also evident from the research that stress level is having a positive and significant effect on performance.

Research Implications: This empirical research study was conducted to find out the dynamics of stress among the students of West Bengal. Results may significantly vary when it is applied to a different respondent group of Management students of other states. The specific findings of this study need to be viewed within its perspective of limitation as certain demographic factors and economic factors changes significantly across the respondents of various Indian States.


Social Implications: A social implication of stress build up in the students is often a convoluted affair and has lot of significances in their social adjustment. A stressed person is naturally more susceptible to the vicissitudes of the future life and which is reflected in their adjustment issues at the professional arena. Stress when mounted up more than a threshold level can negatively affect the health which in turn puts the family on strain. The dire requirement of appointment of a counselor mandates the institutions concern on handling such stress issues of the Management students. Originality/Value: The study has been conducted in various Management colleges and till date no such work on the relationship between stress level and performance of Management Graduates has been conducted. This study also providing the insights of which are the factors mainly influencing the stress level and its relationship with the overall performance level of the Management students.

Keywords: Stress Development, Somato-psychological Changes, Social Adjustment


IRC18H015

THE PRACTICE OF MEDITATION TO ATTAIN ULTIMATE WISDOM

MitaliPalit: HOD, Dept of Commerce &Mgt, Srushti Degree College, Bangalore, India

ABSTRACT We are blessed with a visible gross physical body and an invisible subtle energy body. Our mind is a part of our energy body. Both these bodies are interdependent. Any activity in our body affects our mind and vice versa. So, it is essential for our body and mind to function in a harmony for our health, happiness and well being to achieve ultimate wisdom and also to achieve peace and controlling ourselves from anger, frustrations and jealousness. Meditation is a way to maintain balance and harmony between both mind and body.

Life is not easy for everyone; some people have all without asking to God and some are waiting after a long hard work. A labourer works whole day and earn few notes while a person sign some documents for bundles. Why this happen? God never wants to see his kids in trouble, he always gives luck t all but some people hide this blessing with karma effects or etc. Here God gave us healings, as we have power within ourselves to heal us and others.This paper attempts to explain very interesting yet simple meditation on various chakras with visualising respective colours and invoking their beja mantra which will give immense benefit to health by which optimum spiritualism can be achieved. In Vedic tradition,“Beja Mantras” are used as tools for the expansion and widening of one’s mind by utilizing the power of sound vibrations. The Beja mantras are one-syllable seed sounds that, when said aloud, activate the energy of the chakras in order to purify and balance the mind and body. Human body consists of seven major chakras. They act as vortexes aligned within the body that spin like “wheels”. They radiate and receive energy. The seven major chakras centers are aligned from base of the spine to the crown of the head. Through meditation we will also see great material progress and spiritual development without much effort. Benefits of spiritual progress help us glide easily through everyday struggles without much effort as our high vibration eliminates blockages. We just have to mediate and discover the power within us.

Keywords: Healing, Meditation, Spiritualityand Wisdom


IRC18H016

IMPACT OF COLLECTIVE INTELLIGENCE AND COLLECTIVE EMOTIONAL INTELLIGENCE ON THE PSYCHOLOGICAL

SAFETY OF THE ORGANIZATIONS

Shardul Shankar: Student, Department of Management Studies, IIIT Allahabad, India Vijayshri Tewari: Head of Department, Department of Management Studies, IIIT Allahabad, India

ABSTRACT This paper critically analyses concepts and models in support of Collective Intelligence (CI) and collective Emotional Intelligence (CEI) and their potential impacts on the organizations’ teams. CI and CEI have claimed to have an effect on substantial range of activities, including employee initiation, participation, performance, loyalty and decision-making. Review of literature confirms that person with high degrees of cognitive and emotional intelligence displays a quite number of abilities. Dynamic personal relationships, successful teams, analytical expertise and higher mental health is present in people with high IQ and EQ. Thus, this research tries to examine the combination of factors that affect the psychological safety by trying to create hypotheses between its antecedents and team psychological safety, and then we try to create the analytical relationship amongst them.

Keywords: Cognitive Intelligence, Emotional Intelligence, Collective Intelligence, Collective Emotional Intelligence, Psychological Safety


IRC18H017

PERFORMANCE PREDICTION FOR POST GRADUATE STUDENTS USING ARTIFICIAL NEURAL NETWORK

Vinod Kumar Pal: Balaji Institute of International Business, Pune, India

Vimal Kamlesh Kumar Bhatt: Balaji Institute of Modern Management, Pune, India

ABSTRACT Understanding the performance of university students and identifying the factors affecting the performance of university students are very important issues for educational institutes, educators, and students. The academic organizations need to mine the data to extract some meaningful information from these large volumes of data. The current system of evaluating student performance is not feasible and it has been observed that it often leads to dissatisfaction among the students, as in the absence of correct predictors of success in educational institutes, students and institutions put emphasis on incorrect predictors and invest time and resources in.This paper presents a comprehensive study on Predicting Student Performance for postgraduate students using deep learning method (which is a small part of the artificial neural network) in R Programming. The aim of the study is 1) to study the prediction accuracy rate using R programming 2) to analyze the factors affecting academic achievement that contribute to the prediction of students’ academic performance. The researchers evaluated the proposed methods on a dataset consisting of 395 student’s records with 33 attributes of student’s has been gathered from UCI Repository after the collected data has been preprocessed, cleaned, and filtered using R Programming

Keywords: Artificial Neural Network, Educational Data Mining, Prediction of Students’ Performance, University Education


MARKETING & STRATEGY TRACK


IRC18M001

CONSUMER ATTITUDE TOWARDS LUXURY FASHION BRANDS: A STUDY OF DELHI-NCR

Anu Priya Arora Nawal Kishor

ABSTRACT Purpose – This paper aims to examine the effects of functional value, individual value and social value dimensions on consumer attitude towards purchasing luxury fashion brands. Design/methodology/approach – The study is designed to determine whether the functional value, individual value and social value perceptions positively impacts the attitude towards luxury fashion brands. A total of 200 respondents living in Delhi and NCR participated in the survey. Snowball sampling method is used in the study. Rating scale items were adapted from Wiedmann, Hennigns and Siebels (2009) study to investigate consumer attitude towards luxury brands. Correlation and regression analysis techniques along with crosstab analysis are used to test the relationship between variables.

Findings – The findings suggest that the functional value positively influences attitude towards luxury brand, Individual value is also positively related to attitude towards luxury brands and the last variable social value too has significant positive impact on consumer attitude towards luxury brands using regression analysis. However the correlation results showed significant positive association between functional, individual value and attitude towards luxury brands but the correlation between social value and attitude towards luxury fashion brands was not significant at significance level of 0.01. And by using multiple regression technique it has been find out that the most important factor out of these three factors is Individual value which has highest impact on attitude towards luxury brands. Practical implications – This study provides valuable managerial implications that enable the marketers to approve and formalize effective strategies that will facilitate them to capture additional target market and to enhance consumption of fashion products. Further given that functional value, individual value and social value has a significant impact on attitude towards luxury, marketers could realize large scale economies by standardizing their policy for these dimensions of luxury. Originality/value – Given that the Indian market provides growth opportunities for luxury brands, there has been a limited empirical research on Indians consumers relating to functional, individual, and social value dimensions and their attitude towards luxury brands. In this regard this paper is designed to fill this research gap.

Keywords: Luxury, Functional value, Individual value, Social value, Attitude, Indian luxury market.


IRC18M002

FACTORS AFFECTING BRAND LOYALTY IN ATHLETIC FOOTWEAR INDUSTRY

ShivaniMalhan: Research Scholar, IKG- Punjab Technical University, Jalandhar, Punjab.

Parul Khanna : Associate Professor, Rayat Bahra Institute of Management Bimal Anjum: Assistant Professor, DAV College, Sector-10, Chandigarh

ABSTRACT The extent of faithfulness of a customer towards a particular brand is expressed by the repurchase of a particular brand by the customer irrespective of the marketing pressure induced by the competing brands. This is referred to as Brand Loyalty and it is extremely important from the perspective of the firm as the customers become committed to the brand and generate profitability for the firm. This study identifies the factors affecting Brand Loyalty in Athletic footwear industry. Also, it determines the various factors on the basis of which Brand loyalists and Brand Switchers are being differentiated. This study is done on running shoes and 782 sportspersons from the colleges which are under State universities of Punjab and Chandigarh have been selected randomly to fill the questionnaires. The various analytical tools used in the study are exploratory factor analysis and Mann Whitney U test. According to the study, eight factors which affect Brand Loyalty in Athletic footwear industry are customer satisfaction, brand preference, brand commitment, perceived value, brand experience, service quality, purchase intention and brand positioning.

Keywords: Brand Loyalty, Brand Switching, Athletic footwear industry


IRC18M003

TO STUDY THE INDIVIDUAL’S ONLINE SHOPPING CONTINUANCE INTENTION ON AMAZON.IN FOR CONSUMER ELECTRONICS

Smita Dayal : K. J. Somaiya College of Arts and Commerce, Mumbai University, Mumbai, India

Deelip Palsapure: K. J. Somaiya College of Arts and Commerce, Mumbai University, Mumbai, India

ABSTRACT Purpose- The purpose of this paper is to study the factors that contribute to an individual’s online shopping continuance intention on Amazon.in with respect to consumer electronics. It aims to examine the effects of marketing strategies, service quality, relative price, advantage, trust, through a path model derived conceptually from the Expectation Confirmation model and Technology Adoption model. Design/methodology/approach- An online survey, based on convenience, was conducted on online shoppers who have purchased consumer electronics from Amazon.in. The data, collected from 146 respondents, was analyzed on SmartPLS 3 to test the proposed model and the hypothesis. Findings- Results suggests that marketing strategies drives perceived price advantage which in turn drives perceived service quality. Perceived service quality leads to satisfaction which in turn leads to expectation confirmation and buying intention. The research also establishes that perceived ease of use affects perceived usefulness whereas perceived usefulness affects the buying intention directly. The research also establishes a positive relation between perceived price advantage and perceived ease of use on trust. Research limitations – The research is based on a rather small sample size of 146 respondents though it does consider both genders almost equally and all relevant age groups to provide a clear understanding. The data was collected using non-probabilistic, convenience based approach. Practical implications- The study will help online marketers in devising effective marketing strategies and building customer loyalty which is rather low in this era of online shopping. Originality/value- The research contributes in enhancing the understanding of the drivers of online shopping continuance intention with regards to consumer electronics on Amazon.in. The study also highlights the role of marketing strategies used by online retailers that indirectly drives satisfaction and buying intention.

Keywords: Expectation confirmation theory, Technology adoption model, Continuance intention, SmartPls 3, service quality, trust


IRC18M004

DETERMINANTS OF CUSTOMER EXPERIENCE MANAGEMENT AND ITS IMPACT ON EXPERIENCE QUALITY IN TOURISM

INDUSTRY IN INDIA Vimal Kamleshkumar Bhatt: Balaji Institute of Modern Management, Pune, India

Bhuvanesh Kumar Sharma: Balaji Institute of Modern Management, Pune, India

ABSTRACT The tourism sector is witnessing a growing trend and with an increase in demand for consumer’s desire for highest levels of customer service and a full range of travel experiences that combine first class conveyance, excellent accommodation, and location, gourmet dining, outstanding entertainment and superior relaxation. Increased share of tourism in consumer spending is leading marketing practitioners to the recognition of influence on the customer experiences and its impact on experience quality. Because of rapidly evolving customer demand for overall travel services in an intensely competitive environment, it has become very important to understand, analyze and construct customer experience to provide and improve the service quality, which in turn will improve the overall customer satisfaction leading to loyalty. This research initially employs explanatory research to investigate the customer experience management in the tourism industry. Later, a conceptual framework was constructed based on the existing body of knowledge available and was tested using a survey of a judgmental sample of 300 consumers especially those who have travelled recently. Structural Equation Modelling was employed to test the proposed model. This paper tries to critically evaluate the relationship between customer experience management practices and experience quality. Findings of this research also indicate the role of Customer Experience Management Practices and its impact on experience quality.

Key Words: Customer Experience Management, Customer Loyalty, Customer Satisfaction, Experience Quality


IRC18M005

IMPLEMENTATION OF DIGITAL STRATEGY IN HIGHER EDUCATIONAL INSTITUTIONS IN INDIA

Pooja Chaudhary: Assistant Professor Chitkara Business School, Chitkara University, Punjab

KK Sharma: Dean, UG Programs, Chitkara Business School, Chitkara University, Punjab

ABSTRACT The higher education (HE) in India grew out of a colonial education system established by the British rule in the early 20th century. An appraisal of the existing system for the past 70 years shows that while there has been an impressive progress in taking education to the masses, yet many shortcomings and aberrations have crept into the delivery and management of this vital social sector. Various studies have highlighted major areas of concern as lack of financing, poor academic management, inadequate access, affordability issues and declining relevance of current HE. Ministry of Human Resources, Government of India (MHRD) has set in motion an ambitious strategy to bring in digital enablement in India’s higher education delivery space. This has created implementable digital strategies for most of the educational institutions, firmly backed up by the central government’s initiatives. Most of these strategies were developed in the last two years, primarily to use shift towards new technologies. On ground, however, the situation lacks vision, preparedness and commitment for its effective implementation. The institutions at tier two and three remain stuck in statuesque, and have failed to take this technology enabling eco-systems down to students’ level. Investment in IT systems remains in laboratories and office work, without networking with the MHRD eco-system.

University education has to be evolved at a global level in ever shrinking global workplace. It has been emphasized by many authors that India can only gain from demographic dividends, if it can leverage new capabilities to skill and deliver education on digital platforms. Higher Education sector has become very competitive and to remain ahead of the curve, universities will have to add key differentiation points with evolving business models, with an aggressive and seamless digital transformation and implementation. The study looked at the digital initiatives in various educational sectors of Organisation for Economic Co-operation and Development (OECD), North American, Chinese and Australian institutions. This provided some available solutions for implementation of digital strategies in Indian context. Implementation must enable enhancement of student experience in terms of learning outcomes. Digital strategy initiatives of MHRD, like SWAYAM, SWAYAM-Prabha, National Digital Library and National Academic Depository (NAD) need to develop a buy-in strategy. These must be linked to easy to read and access platforms including mobile-platforms. Some of the implementation measures involve ease of understanding, operations and accessibility. The study can be further extended to control and monitoring mechanisms to realise the strategic vision of digital universities and a higher gross enrolment ration with quality education. Keywords: Higher education, online education, digital strategy implementation, university education delivery,


IRC18M006

UNDERSTANDING THE EFFECT OF ENTREPRENEURIAL ORIENTATION, INNOVATION CAPABILITY AND

DIFFERENTIATION STRATEGY ON FIRM PERFORMANCE: A STUDY ON SMALL AND MEDIUM ENTERPRISES

Deepak Kaushal: Assistant Professor, Graphic Era Deemed to be University

Sanjeev Kumar: Associate Professor, Graphic Era Deemed to be University Rahul Raj: Associate Professor, Graphic Era Deemed to be University

Abhishek Negi: Associate Professor, Graphic Era Deemed to be University

ABSTRACT The purpose of this study is to examine the effects of entrepreneurial orientation, innovation capability and differentiation strategy on firm performance. The study also extends the efforts to further investigate the mediating role of differentiation strategy between entrepreneurial orientation & innovative capability and firm performance. The study used simple random sampling technique and data were collected using a cross-sectional quantitative survey. The researchers distributed 500 questionnaires to Small and Medium Enterprises (SMEs) in India belonging to various industries. Out of 500, 296 respondents completed the survey, hence, the study recorded response rate of 59.2 percent. The findings show that entrepreneurial orientation, innovation capability and differentiation strategy have a positive impact on firm performance. Furthermore, the impacts of entrepreneurial orientation and innovation capability on differentiation strategy are also examined in this study. The findings suggest that entrepreneurial orientation and innovation capability are positively related to differentiation strategy. The SMEs with higher entrepreneurial orientation and innovation capability will be more willing to implement differentiation strategy. The analysis displays that differentiation strategy is playing the mediating role among entrepreneurial orientation, innovation capability and SMEs performance by positively affecting the performance. The study demonstrates that with the adoption of differentiation strategy along with entrepreneurial orientation and innovation capability, the firm’s performance can further be enhanced. This study makes a significant contribution to the existing literature on entrepreneurial orientation, innovation capability and differentiation strategy of SMEs, particularly in regards to explaining the performance of SMEs in India.

Keywords: Entrepreneurial orientation; innovation capability; differentiation strategy; SMEs performance.


IRC18M007

SOCIAL NETWORKS- AN EMERGING TOOL FOR EDUCATION Jyoti Batra Arora: Institute of Information Technology and Management, Delhi

ABSTRACT Internet has bought many changes in format and communication in our daily life. The face to face communication is replaced with communication by technological devices. Social networking sites and tools make us connected with each other. It is platform that not only used for social life but also for learning and education. Social networking is indulging in our life day by day. Social networking sites are used as emerging tools for study by students. The social group, societies, communities and blogs help the students to share their queries and get them answered from experts. The main aim is to find response and attitude of students regarding the use of social networking sites for educational purpose. This paper represents the impact of social networking on education and learning of students. It is empirical study done on undergraduate students of different streams and different college.

Keywords: Social media, Conventional media, Social networking.


IRC18M008

A STUDY ON RACE CONDITION &AMP; DYNAMIC DATA RACE DETECTION TECHNIQUES

Mithilesh Kumar Dubey: Associate Professor, Lovely Professional University, Punjab, India

Devesh Lowe: Assistant Professors, Jagan Institute of Management Studies, Rohini, New Delhi, India

Bhavna Galhotra: Assistant Professors, Jagan Institute of Management Studies, Rohini, New Delhi, India

ABSTRACT Multithreaded programming has always presented a problem of race conditions which is one of the most common programming errors. If not handled properly, can lead to bugs with the potential to crash a system. A lot of work has been done in the past for detection of data races with a view to minimise the losses. Data race can be detected at compile time (static race detection) and at runtime (dynamic race detection). This paper presents a study to understand the concept of parallel programming, race condition, semaphore, synchronization. We have also put in a detailed view on various techniques developed so far for dynamic data race detection.

Keywords: Parallel Processing, Race Condition, Semaphore, Lock Set, Happens Before, Hybrid, Dynamic Data Race Detection


IRC18M009

ADDRESSING THE CHALLENGES IN GLOBALIZED DIGITAL ERA THROUGH START-UP ENTREPRENEURSHIP

Renji George Amballoor: Associate Professor, Department of Economics, Govt College, Quepem, Goa

ABSTRACT Globalization along with the digital revolution has impacted every segment of the global economy. According to McKinsey Global Report, the new surge in digital flows is referred to us Digital Globalization with its benefits percolating to the big, medium, small and micro enterprises. On the one side, the new phenomenon is creating international exposure and new markets for goods and services even from the remote nook and corner of the economy. But the simultaneous presence of monopolization, stagnation, financialization and globalization moulded a new form of capitalism called as 'monopoly-finance capital' (Foster and Magdoff 2009). The new configuration brought in its band wagon, an amoebic expansion of dangerous instability and unsustainable economic growth. On the other hand, the increasing battalion of middle class wants to own and experience various goods and services. The market economy induced pricing system deprived many even their daily basket of goods. Piketty (2014), had described how the income inequality gap is widening in the western capitalist world with 'r > g narrative'. Recently, Chancel &Piketty (2017) illustrated how the top 1% of the India's population cornered 22% of the national income since 1980's - the era of LPG process. It is challenge for the globalised digital economy to meet the demands of the bottom of the pyramid. Start-up Entrepreneurship has a great role to play in this context.

Keywords: Digital Globalization, Start-up Entrepreneurship, Monopoly-finance-capital, inequality gap


IRC18M010

ROLE OF B-SCHOOLS IN SUSTAINABLE GROWTH OF INDIA THROUGH ENTREPRENEURSHIP EDUCATION

Hemant Chauhan: Associate Professor, Management Studies Phonics Group of Institutions, Roorkee

Palki Setia: Research Practitioner Management Studies Chandigarh, Punjab

ABSTRACT Though there is a surplus of manpower in India even then India is lacking of manpower. As we know that India is the youngest country in all over the world because around 65 percent population of India is below the age of thirty five years. Moreover, India is the second largest country in the world in terms of population. Despite all these favorable things, our country is facing the crisis of manpower because they are not skilled manpower. We must articulate this fact that the growth rate of GDP, economic growth rate and sustainability in economic development can never be achieved without having the skilled and trained human capital. This is a drawback of our education system that we are only making employees not employers. Unless we promote entrepreneurship, the employment cannot be created. Recently Indian Government has introduced Make in India initiative; it is revolutionary step towards fostering the capital formation as well as strengthening the spirit of entrepreneurship. Entrepreneurship education has vast potential to build skills and competencies in entrepreneurs who through poverty, marginalization or other significant barrier would not otherwise be able to expand and develop their entrepreneurial skill set.

Key words: Manpower, human capital, entrepreneurship, entrepreneurship education.


IRC18M0011

A STUDY ON CSR PRACTICES OF INDIAN COMPANIES IN THE GLOBALIZED ERA

Shabnam Siddiqui: Associate Professor, FMS-WISDOM, BanasthaliVidyapith

ABSTRACT Corporate social responsibilities (CSR) are becoming increasingly significant in today’s business world. Nowadays, stakeholders are not only concern about profits; they are more interested in company regarding various economic, environmental, ethical, governance, and social aspects, since these factors notably affect the outcome of the company in long term. CSR is a people-caring concept that is incorporated in firms' strategy. Strategic CSR is based on stakeholder theory and is used to provide competitive advantages through product or brand differentiation. There is a competitive advantage for corporations that have a higher reputation and are more socially responsible in their CSR program. Responding to enhanced customer awareness and sensitivity to business and social responsibility issues -coupled with consumers' increasing ability to react- companies in the digital age may be expected to develop even stronger cultures of corporate social responsibility, proactively seeking to increasingly honor their moral commitment to society.” “Integrating business strategies with sustainability initiatives, successful companies allocate resources to ensure well being of stakeholders which also enables the company to acquire a key differentiator vis-à-vis its competition, thereby making the business sustainable. Socially responsible initiatives has potential to improve employability in the society and at the same time provide companies access to skilled labor, a key driver of profitability across many industry sectors. Sustainability will finally become strategic; competitiveness and profitability will be dependent on integrating sustainability into the operational framework. As a part of corporate social responsibility, Indian companies’ contribution pattern mostly includes setting up schools, hospitals, community development, women empowerment, planting trees, nurturing art and culture. These are of course noble gestures, but more in the nature of philanthropy, remotely connected with their core business. Such initiatives are unsustainable, and can happen only till the point the company is profitable. Competitiveness and profitability are becoming dependent on integrating sustainability into business. Responsible business conduct andshared value creation are two crucial pillars underpin an effective CSR strategy; Execution is the big challenge for companies that see CSR as an opportunity to strengthen the business. The implementation of CSR allows companies to place their brands stronger, to strengthen their image, increase market share and increase their ability toattract and retain employees.” “In this paper an analysis has been done regarding the working of CSR in India and to what extent companies are following it for social and economic growth of the country. It also determines the significance of CSR; the activities corporate perform under CSR and its impacts on the transition from the industrial to the digital era.”

Keywords: CSR, Stakeholder, Competitive advantage, Sustainability, Profitability.


IRC18M0012

IMPACT OF GST ON CONSUMER’S BEHAVIOUR ACROSS TRICITY

Laveena Mehta: Assistant Professor, Chitkara University, Punjab

Baljinder Kaur: Assistant Professor, Chitkara University, Punjab

ABSTRACT On July 1st 2017, India’s government, announced a radical course of action and rolled out ‘Goods and Service Tax’. GST is the greatest assessment change in India established on the thought of "one country, one market, one duty". The thought behind executing GST in the nation over 29 states and 7 association regions is that it would offer a win-win circumstance for everybody. Goods and service tax has impacted the complete structure of Indian economy and different private sectors including government sectors. Fundamentally, the $2.4-trillion economy is attempting to transform itself by doing away with the internal tariff barriers and subsuming central, state and local taxes into a unified GST. The main idea behind the initiate is to enhance the taxation system of the country. With the help of this initiative, indirect taxes that were there in the country are completely removed in an efficient manner. In this paper, we will be mainly focusing on examining the consumer behaviour and perception regarding GST across Tricity (Chandigarh, Panchkula, Mohali). The research involves a sample survey based quantitative study of consumers across Tricity (Chandigarh, Panchkula, Mohali). The survey of 300 respondents was conducted across Tricity (Chandigarh, Panchkula, Mohali) to identify the different components impacting consumers purchasing capacity, customer recognition towards GST, consumers knowledge towards GST. Study has shown both positive as well as negative impact of GST on consumer behaviour.

Key Words: Goods and Service Tax, FMCG consumers, Buying behaviour.


IRC18M0013

EXPLORATION AND CONFIRMATION OF FACTORS AFFECTING SERVICE QUALITY – AN EMPIRICAL STUDY OF INDIAN PUBLIC

HOSPITALS IN DIGITAL ERA

Rupal Khambhati: Assistant Professor, S. R. Luthra Institute of Management, Surat, Gujarat, India

Hiren Patel: Assistant Professor, S. R. Luthra Institute of Management, Surat, Gujarat, India

Satendra Kumar: Professor & Head – Research Centre, SMJV’s C. K. Shah Vijapurwala Institute of Management, Vadodara, Gujarat, Surat

ABSTRACT Measuring service quality is an effort that had been kept by several researchers in past for various services. The present research measures and addresses the service quality gap that exists among the services provided by Hospital Industry. The major focus of any hospital is the patients and well-being of patients is the fundamental objective of any hospital. In this digital era, consumers are educated and smart and command satisfaction in all services. The present study is not limited to measure the service gap and identify the modified factors affecting the service quality but also confirm the same through confirmatory factor analysis for Indian Public Hospitals. Also, the study is extended to have separate confirmatory models for rural and urban public hospitals located in Surat, Gujarat, India. The study concludes and confirms Admission, Discharge, Hygiene, Medical Services, Service Responsiveness and Visual Facility as modified factors for measuring service quality.

Keywords: Confirmatory factor analysis, Empirical study, Hospital industry, Service quality


IRC18M0014

EMPLOYER BRANDING IN MULTI-NATIONAL CORPORATIONS

Monika Garg: Research Scholar, Chitkara University, Punjab

GVV Satyanarayana: Research Scholar, Chitkara University, Punjab Shuchi Dawra: Associate Professor, Chitkara University, Punjab

K. John: Research Director, Chitkara University, Punjab

ABSTRACT Human beings have interacted over long distances for thousands of years. Philosophy, religion, language, the arts, and other aspects of culture spread and mixed as nations exchanged products and ideas. With improvements in transportation and communication, international business grew rapidly after the beginning of the 20th century. International business includes all commercial transactions (private sales, investments, logistics, and transportation) that take place between two or more regions, countries and nations beyond their political boundaries. Such international diversification is tied with firm performance and innovation, positively in the case of the former and often negatively in the case of the latter. Usually, private companies undertake such transactions for profit. These business transactions involve economic resources such as capital, natural and human resources used for international production of physical goods and services such as finance, banking, insurance, construction and other productive activities. Economic globalization is the increasing economic interdependence of national economies across the world through a rapid increase in cross-border movement of goods, service, technology and capital. The outcome of economic globalization leads to the development of Multi National Corporations.

EMPLOYEE BRAND PROPOSITION To sustain these Multinational Corporation in the present global era the name and fame of the organization plays a vital role. The reputation of the corporation in the society depends on the brand image of the employer. As for consumer brands, most employer brand practitioners and authors argue that effective employer branding and brand management requires a clear Employer Brand proposition, or Employee value proposition. This serves to: define what the organisation would most like to be associated with as an employer; highlight the attributes that differentiate the organisation from other employers; and clarify the 'give and get' of the employment deal (balancing the value that employees are expected to contribute with the value from employment that they can expect in return).

RESEARCH DESIGN This study pertains to understanding employer branding. More and more organizations realize that their future success may depend on whether they are able to attract, recruit and retain employees with the desired skills and competencies. Success in the war for talent is likely to be reached by those employers who are able to effectively create the image of a good workplace by communicating own strengths in and outside the organization. However, to


reach those aims, they should treat employer branding as central part of their human resources management strategy, and as an important part of their general business strategy. Companies with a strong employer brand can hire the most effective workers, often paying comparatively lower than their competitors. The organisation with best employer brand has lower level of attrition, higher rate of employee engagement, and more committed and satisfied team of employees and, consequently, higher stake holder returns in both internal and external Contexts. It is the key for competitive success in nowadays knowledge-based economy and the background for suitability of effective organizational culture.

CONCLUSION There are various studies around employer branding, this study aims to help understand the conceptual framework of employer branding and its relationship with HR retention strategy and talent management.

Key words: Employer branding, retention, Talent Management, employee engagement


IRC18M015

DIGITAL SPACE AND STORY-TELLING: A NEW PAGE IN THE MARKETING ECOSYSTEM

Yukti Ahuja: Assistant Professor, Jagan Institute of Management Studies, Rohini, Indu Loura: Assistant Professor, Jagan Institute of Management Studies, Mahima Gupta: Jagan Institute of Management Studies, Rohini

ABSTRACT

The emerging digital platforms are playing a pivotal role in shaping the brand choice. The medium is embraced by both- new inventive businesses and conventional technique practitioners. A critical aspect of harnessing the potential of this platform is to engage the customers. One such ploy is engaging them through interaction by means of telling a tale or experience sharing or as the title suggests- Story-telling. The technique though old in existence but new in its employability can open up a myriad of opportunities for marketers to engage and co-create and leverage the consumer input to connect in a meaningful way. The paper is a deep dive into understanding story-telling, its relevance in the digital age, effectiveness in ensuring the consumer insight deliverables and continuous engagement. The research work investigates media reports, research papers, industry insights to suggest the inevitability of story-telling in the business success and customer engagement. The paper is useful for practitioners, researchers and academicians.

Key words: Story-telling, digital marketing, customer engagement


GENERAL MANAGEMENT TRACK


IRC18G001

TECHNOLOGY READINESS AMONG PRIMARY SCHOOL TEACHERS

Hem Raj: Assistant Professor, Minerva College of Education, Himachal Pradesh, India

Openderjeet Kaur: Research Scholar, Department of Education, Panjab University, Chandigarh, India

Fatma Gausiya: Research Scholar, Department of Education, Panjab University, Chandigarh, India

ABSTRACT We are living in an age of technological boom. The technological advancement has affected the field of education in many ways. The advent of technology in education has come up with many innovative strategies, like use of information and communication technology, multimedia, computer assisted instruction and many other, for making teaching learning process more effective. It has been found that use of technology has been able to make teaching learning processes more efficient by presenting abstract concepts to the learners in an interesting manner. However, the results of this amalgamation of education and technology will be possible only when teachers make optimum use of the technology in education. This depends on teachers’ willingness to adopt technology and have a positive attitude toward technology usage. Since the teachers have an important role to play in implementing technology in education, the present study was undertaken to study the technology readiness among the primary school teachers. The descriptive survey method was used. The sample comprised of 41 primary school teachers selected randomly from the government schools of Chandigarh. The data was collected by using Technology Readiness Scale developed and standardized by Dewan (2015). After analysis of the collected data it was found that most of the primary school teachers (66%) had average technology readiness, 19% had high technological readiness and 15% had low technology readiness.

Keywords: Primary Schools, Teachers, Technology Readiness


IRC18G002

A STUDY ON ETHICAL TRANSORMATION IN HIGHER EDUCATION WITH SPECIAL REFERENCE TO

UNIVERSITY SOCIAL RESPONSIBILTY

L.N. Koli: Professor, Dept. of Accountancy & Law, Faculty of Commerce, Dayalbagh Educational Institute, Deemed University, Agra. Ankita Srivastava: Research Scholar, Dept. of Accountancy & Law, Faculty of Commerce, Dayalbagh Educational Institute, Deemed University, Agra.

ABSTRACT Universities plays very important role in any societies. In this era universities aced a new environment and challenges that need to be independent from governmental & state support. These new environment & changes will have their impact on the quality of education, university autonomy, academic freedom its changing focus and responsibilities towards the societies. The best approach of the universities to achieving or to adapting the new environment or to understand the new concept of the university social responsibility. In the higher education we does not considered its excellence in respect of academic subject, but as a green campus area, ethics curriculum and in their communities engagement, but also in a value orientation, teaching quality, teaching staffs as well as the students. We considered respective parameters of ethical values in higher education, responsible leadership; unethical researches open or distance educations systems. The pilot study and self diagnosis of internal public perceptions regarding university social responsibility.

Keywords: University Social Responsibility, Impacts, Stakeholders, Public Perceptions.


IRC18G003

A STUDY ON UNDERSTANDING THE RISK AND STRESS AMONG ALCOHOLIC YOUTH WHO ARE UNDERGOING RECOVERY

Nabanita Hazarika: Research Scholar, Tata Institute of Social Sciences, Guwahati

ABSTRACT The study is carried out in the rehabilitation centres of Guwahati, Assam, to understand the youth who are recovering from alcohol abuse. The study highlights the risk and stress factors that hinder in the recovery along with the rehabilitative measures that ensure recovery among alcohol abusers. The main objective is to understand the status of recovering addict along with the risk and stress level factors that creates problem int their recovery. The study has undergone extensive literature review to understand the problem of addiction among youth. In addition to the literature, preliminary data is also collected from the recovering youth and counselors to understand the recovery process of an individual. The study is qualitative in nature where 15 in-depth interviews were conducted. Purposive sampling technique was used. Data are mostly primary in nature though secondary literature was reviewed. Findings depict significant results that satisfy the objectives of the study. The Ecological perspective provided a considerable platform to understand the relationship of an individual towards a society in large in a recovery process. Although there is an onset of risk in every outlook, the 12 step programme in every rehabilitation centres proved to be significant in creating a protective shield in moulding the problematic behavior among addicts.

Keywords: Alcoholism, Youth, Recovery, Rehabilitation.


IRC18G004

A STUDY OF EMPLOYMENT GENERATION IN INDIA

Nidhi Verma: Research Scholar, Faculty of Commerce, Dayalbagh Educational Institute, (Deemed University) Dayalbagh, Agra

ABSTRACT Purpose- The objectives of the paper is to study the overview of employment generation schemes and to know the growth of employment generation in India.

Design/ Methodology/Approach- The study is quantitative in nature as the paper evaluates the schemes and growth of employment generation in the country. The data collection is done from secondary sources which are through different websites, journals, overviewing the Annual Reports etc. The data taken into consideration is 13years which is analyzed through a statistical technique Correlation & Regression through Time Series Analysis between the two identified aspects which are the number of factories running and the daily average employment in India with reference to gender also. Findings & Conclusions- The study brings out an unlike situation which states a dissimilar point of view towards employment generation in India as a whole in stipulated time period. Furthermore, with the research perspective it also gives an outlook over the status quo of the country in terms of employment generation as not much of an enhancement in studied throughout knowing it plays quite a vital role in the economy.

Keywords: Employment Generation, Employment Schemes and Employment Growth.


IRC18G005

ENTREPRENEURSHIP BOOST: PREDICATED FACTORS BASED STUDY IN DIGITAL ERA

Rakhi Arora: Assistant Professor, Institute of Management, JK Lakshmipat University, Jaipur, India

Kirti Jainani: Assistant Professor, Institute of Management, JK Lakshmipat University, Jaipur, India

ABSTRACT A young populated country like India where economy is the reflection of education and employment opportunities, educated youth depends upon public/private sector jobs availability. A study reveals that 12 million Indians joining the labour force every year due to less employment opportunities. This gap can be minimised by identifying major factors that leads to more entrepreneurial ventures which is a scope of this study. Entrepreneurship has gained more consequentiality in recent years in many countries, as a way of boosting economic competitiveness and promoting regional development due to increased unemployment in India. The Government of India has also taken initiatives like Make in India, Atal Innovation Mission (AIM), Digital India, Start-Up India, Stand-Up India, and National Skill Development Mission to support innovation and entrepreneurship in India. Nowadays, entrepreneurial skills alone are not enough to run their start-ups smoothly, some new innovation has to be added for value addition, which is the focus area by more specifically exploring ways to use technology to scale their impact for Sustainable Development in this digital era. This study is an attempt to develop a framework for predicated entrepreneurial factors driving an individual to start up his/her own venture. In the proposed research, factors have been taken from the literature review of previous studies to identify the critical factors and developed a casual framework by giving the appropriate ranking to all influential factors through AHP technique. ISM Modelling is also used to develop a relationship among all critical factors and to validate the framework MICMAC analysis is used to achieve the objectives of the research.

Keywords: Entrepreneurship, Employment, Start-Ups, and Digital Era.


IRC18G006

MCB-DEA: A MODIFIED APPROACH FOR BENCHMARKING

Reshampal Kaur: Research Scholar, Panjab Technical University, Jalandhar, India H.S. Bhatti: HOD & Professor, BBSB Engineering College, Fatehgarh Sahib, India

Monika Aggarwal: Associate Professor, UIAMS, Panjab University, Chandigarh, India

ABSTRACT Review of existing literature on the study suggests that though non-parametric technique Data envelopment analysis (DEA) can be used to arrive at benchmarks but it has its own limitations, like non-inherent benchmarks, more than one benchmark and different benchmarks for each year, which makes it difficult for an inefficient bank to decide that which benchmark should be followed for feasible improvement. Thus, there is a need to identify a new method which can help in ascertaining benchmarks based on multi period analysis for improving efficiency. The present study endeavours to propose a model which has been named as MCB-DEA model. The same has been illustrated using a data base of sixteen years for twenty five public sector banks operating in India. It was found that the suggested model helps in identifying nearest benchmark, falling in same cluster so as to gradually improve efficiency.

Keywords: Efficiency, Data envelopment analysis, Malmquist TFP Index, Benchmarking, Cluster analysis.


IRC18G007

ASSESSING THE ROLE OF FACULTY PERFORMANCE IN INSTITUTIONS

Shitika: Research Scholar, TheNorthcap University, Gurgaon, India

Ruchi Nayyar: Assistant Professor, School of Management, TheNorthcap University,

Seema Sanghi: MD, Styrax Consultants Pvt. Ltd., Gurgaon, India

A.K.Vij: Adjunct Professor, LalBahadurShastri Institute of Management, New Delhi, India

ABSTRACT Institution building refers to a set of parameters which direct the efforts of teaching faculty for contribution in capacity building of institutions and universities. Understanding this is critical as it will help to develop world class universities and institutions particularly private institutions. Employing qualitative research, this study tries to explore faculty perception of factors of institution building. The study emphasizes the variables that should be incorporated in the system to develop world class institutions. A categorization model is suggested on the basis of literature review. Also the relationship of variables identified with institution building is determined.

Keywords: Institution Building, Content analysis, Higher education, Quanlitative analysis


IRC18G008

DIAGNOSIS OF DIGITAL INDIA: A STUDY ON ACADEMICIANS IN PUNJAB

Sidhartha Sharma: Assistant Professor, Commerce and Business Management Department, DAV University, Jalandhar, Punjab

Saloni Raheja: Assistant Professor, Commerce and Business Management Department, DAV University, Jalandhar, Punjab

Shivani Malhan: Assistant Professor, Commerce and Business Management Department, DAV University, Jalandhar, Punjab

ABSTRACT Digital India is one of the recent economic reforms which can facilitate a bright spark of initiative and creativity to join the economy on the digital platforms. The experts believe that digitalisation will lead India towards digitally empowered society and au-courant economy but some of them believe that it is just a dream on the level of execution. The present study focuses on the relationship between the perception of the academicians regarding digital India and the demographic factors. The data was collected from 345 academicians in different districts of Punjab. The relationship was tested through independent sample t-test and Anova. The study found that there was a relationship between some of the demographic factors and the perception of the academicians regarding digital India.

Key words: Academicians, Demographics, Digital, India, Perception


IRC18G009

ROLE OF INFORMATION AND COMMUNICATION TECHNOLOGY IN DISTRICT COURTS IN INDIA

Sikha Barman: Research Scholar, Department of Law, North Eastern Hill University, Shillong

ABSTRACT Developments in the field of information technology and introduction of computers have made a turning point in the history of human civilization. They have brought about a sea change in all fields of human activity. They have resulted in enhanced efficiency, productivity and quality of output in every walk of life including the justice administration. The main problem in the Indian administration of justice system is the delay in disposal of cases and huge backlog of cases. Indian courts are facing the challenges of judicial arrears and delays due to the increased rate of filing and decreased rate of disposals, leading to the problem of judicial crises. Such inordinate delay affects both the fairness and efficiency also impedes the public's access to the courts, which in turn weakens democracy, the rule of law and the ability to enforce human rights. The journey of computerization in Indian Judiciary has started since 1990. Like every other segment of society, courts of India also have experienced tremendous changes due to technology. Until a few years ago, the allocation of matters before different judges and the preparation of cause-lists was a time-consuming process. The Government has also launched an e-Courts scheme, which seeks to ensure information and communication enablement of all courts across the country to improve justice delivery and provide citizen centric services and improve case management. The e-courts concept is further development to bring about a paperless court and in this context; the first paperless court of India is established at New Delhi. Though the computerization of higher judiciary has made tremendous changes, but the use of computers and network technology in districts courts in India is still in its infancy, and court procedures largely remain attached to paper documents and to the physical presence of the parties at all stage.

Keywords: Information and Communication Technology, Justice Administration, E-Court, District Court.


IRC18G010

ONLINE EDUCATION: ITS ISSUES AND CHALLENGES Trivikram: Assistant Professor, Dept. of English, Govt. First Grade College, Sedam Kalaburagi, Karnataka

ABSTRACT:

Education is one of the paramount factors for eradication of poverty, social change ,cultural development and economic growth in developing countries. Now a days the imapact of advance technology online education is being implemented. Online education is a platform for delivering educational content and facilitating instructor-student interaction over computer network. Online education changes all the components of teaching and learning in higher education. There are three major categories of issues were identified. i) Issues related to online learners ii) Instructors iii) Content development. The use of online education struggling to meet a growing demand of education. Online education is, however facing lot of obstacles and challenges in developing countries. The major challenges identified in the following areas: student involvement, teaching and learning activities, lack of motivation, lack of feedback, lack of interaction, curriculum design, subject content, accessibility, lack of technology support, rapidly changing software. To encounter these challenges in online education, higher education institutions need to provide professional development for instructors, training for learners and technical support for content development.

Key Words: Online Education, Online Learner, Issues and Challenges, Curriculum Design


IRC18G011

APPLICATION OF TAM MODEL IN TEACHING & LEARNING – A BEHAVIORAL STUDY ON SOCIAL MEDIA

Vinod Kumar Pal: Assistant Professor, Balaji Institute of International Business, Pune.

Bhuvanesh Kumar Sharma: Assistant Professor, Balaji Institute of Modern Management, Pune.

ABSTRACT In today’s world, social networking sites are becoming famous among the student community. The social networking sites have a potential to create new contents and opportunities for the student community to increase the level of learning. However, to create the linking with new technologies, there is a need for identifying the impact of these new technologies as a new learning tool. The purpose of this study is to investigate the impact of Perceived Usefulness, Perceived Ease of Use on attitude and behavioral changes which determine the intention to use social media for teaching and learning. The researchers have reviewed the Technology Acceptance Model (TAM) for teaching and learning in the context of social media and identifying the constructs which determine the studentsintend to use social media for the research. The research is descriptive in nature hence primary data has been collected through self-developed questionnaire. 692 sample has been collected from students of various specialization through nonprobabilityjudgment sampling. In order to check the validity of questionnaire exploratory factor analysis applied and reliability has been check with the help of Cronbach alpha. A conceptual model has been developed after intense literature review and analyzed with the help of structural equation modeling. The result of the study suggested that the Perceived Usefulness and Perceived Ease of Use are goodpredictors of attitude and attitude is a good predictor of behavior and behavior predict the student intends to use the technology. This research will help universities and colleges to understand the behavior of students towards new technology and suggests to use social media for teaching and learning.


IRC18G012

FROM PRACTICALITY TO PINNACLE: NETNOGRAPHIC STUDY ON BUNGEE JUMPING

Akanksha Dutta: Research Scholar, Department of Management Studies, University, Sdopur, India Anupam Sharma: Associate Professor, Department of Management Studies, MM University, Sdopur, India

ABSTRACT Technology is the backbone of today’s world specially the internet. The usage of internet has been increased significantly in last few years. People love to communicate through the virtual medium and they feel connected to the world. They share their feelings and experience regarding a special issue. The sharing of the feelings and experience makes the virtual world more significant and approachable. People can take up any avatar and can behave in any manner they want to be recognized. The specialty about the virtual community is no one is bothered of caste, creed, religion or profession. Everyone is treated same and people share more and more when they are not being judged. The blend of virtual world and ethnography opens the door for new methods of research that can probably reach the large audience in the internet world. Hence, netnography is a perfect mixture of web based ethnography which can be used in a particular manner. This study directs to concede the feelings and experiences of people involved in bungee jumping. This study uses the concept of netnography which is given by Kozinet in order to better understand the feelings and experience in the virtual world. The result of this study illustrates three main points and ten sub points. The research portrays the themes of adventure experience, arrangements and supply, and achievement, considering the feelings and experience in the web community.

Keywords: Bungee jumping, Adventure sport, virtual community, online communities, experience


IRC18G013

DIGITAL MEDIA AND BUSINESS COMMUNICATION IN EDUCATIONAL INSTITUTES OF SILCHAR : A STUDY ON

STUDENTS’ RESPONSE Arpan Paul: Lecturer, Department of Mass Communication Guru Charan College, Silchar Assam, India

ABSTRACT Communicating ideas and thoughts have become invincible for the growth of any organization for that matter even individual. In this modern tech-savvy world which has undergone phenomenal development in the field of disseminating information through virtual platform, the role of proper communication has turned all the more important. Organizations have entered an era where they flaunt to display their products or services at global level and thanks to the fast growth of digital scenario things have turned pretty easy and convenient for those who understand this new language of addressing their potential clients. Business communication thus has not just remained restricted to maintain an amicable relation between internal and external audience of an organization, it is more than that for it has to cater a wide range of people who embrace digital world as means of communication. The present study looks for the basic steps provided in two educational institutes of Silchar region of Northeast India in making business communication a vital aspect for their students. For understanding the importance of business communication and digital media which being an essential part of syllabus, the management studying post graduate students of those institutes are taken into consideration. The study tries to reveal the importance given by those students to the rapidly budding arena of business communication and also their applicability in day to day affairs especially their virtual influences. The two institutes being recognised, prominent and different in their ideological stand point, the study helps understand the difference, if any, that exists between the framing of contents for understanding business communication by the respective management department of these institutes and also the amount of facilitating students with ‘digital avenue’ for making the whole process fruitful. The study incorporates the survey method with a questionnaire including definite number of related questions for reaching its objective and highlighting its facts. The results of the study will help understand not only the views of today’s management students of this region of India about the trends of usage of digital media in business communication but also the problems faced by them in harnessing their accomplished task.

Keywords: Communication, Business Communication, Digital Avenue, Management


IRC18G014

MEASURE THE ROLE OF INTELLECTUAL CAPITAL IN SHAPING THE BUSINESS PERFORMANCE: A STRUCTURAL EQUATION

MODELING APPROACH

Bharti: Research Scholar / Mittal School of Business/ Lovely Professional University/ India Babli Dhiman: Associate Professor/ Mittal School of Business/Lovely Professional University, India

ABSTRACT Intellectual capital is viewed as a sub-set of intangible capital the term intangible relates to the assets without physical existence. Intellectual capital is defined as the total stocks of all the intangible assets of an organization which create value or competitive advantages in the organization. In global competitive environment the intellectual capital plays important to face the global business challenges. There are very few studies on Intellectual Capital especially in Punjab and none of the studies cover all the dimension of intellectual capital. This is the major research gap that I found and try to cover all the dimensions of intellectual capital. The research design of the study is empirical. The objective of the study is to measure the impact of intellectual capital in shaping the business firm performance of manufacturing SME’s in Punjab. In this paper we analyze the six dimensions of intellectual capital that is human capital, structural capital, relational capital, social capital, spiritual capital and renewal capital. Purposive sampling techniques were used in the study. We decided to target major eight manufacturing sector of Punjab such as: Food product and Beverages, Wearing Apparels, Textile, Rubber and Plastic, Furniture, Fabricated Metal products, Machinery and equipments (except electrical goods), Non – metallic products and we target 150 SME’s from each sector. Self structured research instrument were used in the study and face validity of instrument was done by the expert panel of 7 professors and 10 CEOs of SME’s. A five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree) were used in the questionnaire. The present study’s sample comprised 1200 manufacturing SME’s out of which only 945 SME’s able to fill the questionnaire accurately. Structural equation modeling approach was used for hypothesis testing. SPSS21 and AMOS 20 software were used for analysis. Various government records and website of CICU and website of district industrial centre were used for the selection of SME’s. The data was collected from the SME’s entrepreneurs and executive managers of the firm. Only those SME’s were consider in the study whose investment in SME’s more than 25 lakh and but less than 10 crore rupees. The findings of the study were that the intellectual capital play significant role to improve the business performance of SME’s. This study contributes to the new body of knowledge and explore new dimension of intellectual capital. This research creates awareness among SME’s about the applications of intellectual capital to improve the firm performance. The study also contributes by developing and validating scales of ‘intellectual capital and firm performance.

Key Words: Intellectual Capital, Firm Performance, Structural equation modeling, Small- to Medium-sized Enterprises


IRC18G015 IMPACT OF SOCIAL NETWORKING SITES ON UNDERGRADUATE STUDENTS’

PURCHASE DECISION

Ms. Mandeep Kaur : Assistant Professor, SGTBIMIT, GGSIPU

Ms. Mansi Ahuja: Assistant Professor, SGTBIMIT, GGSIPU

ABSTRACT

Young college students use social networking sites not only to make friends or for entertainment purpose, but these days companies use the same platform to advertise its products which make customers aware of the company’s product and then helps customer to decide on its purchase decision. In spite of the time spent by young college students on social networking sites, there have been little research studies on impact of social networking sites on undergraduate students’ purchase decision. The aim of this paper is to discover whether social networking sites affect purchase decision of undergraduate students. The study revealed that social networking sites affect purchase decision of undergraduate students. The results of the study will also help companies in knowing how social networking sites can be used as an inducer to tap sales from young college students. Keywords: Social networking sites, undergraduate students, purchase decision

IRC Abstracts Compendium-1 - RDIAS: EVENTS

Documents

Transcript of IRC Abstracts Compendium-1 - RDIAS: EVENTS