Purushartha Journal Contact us School of Management Sciences, Varanasi (A+ Rated B-School)
Vedio clips on You Tube
Abstracts in Purushartha Journal  
Purushartha Journal
The Impact of CSR on Positive Emotion. Multiple Regression Analysis

Deepak Subba Research Scholar, Department of Management Studies, Indian Institute of Technology, Roorkee, Uttrakhand, India
• M.K Rao Assistant Professor, Department of Management Studies, Indian Institute of Technology, Roorkee, Uttrakhand, India

Over the decades, corporate social responsibility (CSR) has been viewed from different perspectives like ethics, marketing, human resource management, and organizational behaviour by scholars across the globe. The purpose of this study is to examine the effect of CSR activities on positive emotions in Asian developing countries, mainly, India. This study was conducted among the managers of insurance companies across the Northeast states of India. A sample of 235 managers was collected, and multiple regression analysis was performed for analyzing the data. In this study, the proposed hypotheses proved effective. The results indicated that CSR activities related to social and non-social, employees, government and customers induce positive emotions among the members of organization. This study gives new insight to the practitioners as well as researchers. It shows the possible ways by means of which CSR actions influence positive emotions that provide a new insight to the existing body of knowledge. The findings also encouraged managers to rethink about their CSR policies for inducing pro-social behavior among their employees.
Full Paper Request

Yoga: A Case of Reverse Innovation

V.V. Ravi Kumar Associate Professor, Symbiosis Institute of Business Management, Pune, India

•Shubhra Aanand Associate Professor, Symbiosis Institute of Business Management, Pune, India

Yoga as a practice has been followed in India since times immemorial and is believed to have originated in India. Rishis in ancient India practiced it as a spiritual discipline to keep themselves fit and healthy. As migration of people starting happening globally due to business, education, employment and trade over the past five to six decades, this tradition got exported to the developed countries from an emerging market like India. Thus Yoga can be termed as a case of “Reverse Innovation”. Today a developed country like the United States of America is among the biggest markets for Yoga apart from many other developed nations. In view of the all-round health benefits of Yoga on the human body, 21st June has been declared as the “International Yoga Day” by the United Nations General Assembly (UNGA). This paper focuses on the relevance of Yoga as a spiritual practice and its gradual evolution into a business case of reverse innovation.

Full Paper Request

Ascertaining Individual's Spiritual Growth and Their Performance Orientation
• V. Vaidehi Priyal Research Scholar, PSG Institute of Management, Coimbatore, Tamil Nadu
• N. Ramkumar Assistant Professor (Senior Grade), PSG Institute of Management, Coimbatore, Tamil Nadu

The purpose of this study is to measure the individual's performance orientation based on their spiritual growth. For the present study, a questionnaire was framed to assess seven spiritual growth parameters based on eight components, such as approach to physical reality, mental attitude, emotional makeup, social style, personal power and leadership style, financial choices, career options and spirituality, and individual's performance orientation factors: loyalty, workaholic, goal-orientation. Data from 441 respondents was drawn from service (academic, hospital, spiritual centre and IT) and manufacturing (textile and auto component) sectors in Coimbatore, Tamil Nadu (India). The questionnaire was subjected to reliability analysis and found to be reliable. It is inferred that individuals in upper hemisphere are comparatively more loyal and goal-oriented when compared with individuals in lower hemisphere. The results of this study will guide researchers, in how performance can be improved by progression of individuals from lower to higher hemisphere through spiritual management techniques.

Full Paper Request

The Effect of Gender on Leadership and Its Sub Variables in the Indian Service Sector
Pooja Research Scholar, Department of Management, Birla Institute of Technology, Lalpur, Ranchi, Jharkhand, India.
• Pranab Kumar Associate professor, Department of Management, Birla Institute of Technology, Lalpur, Ranchi, Jharkhand, India

Numerous researches have been conducted and published which explore the link between leadership and gender. Still, there is a paucity of such research in the Indian context. The present study empirically examines the relation of leadership and its sub variables namely administrative skills, interpersonal skills and conceptual skills with gender in the Indian service sector. A total sample of 424 employees across nine different industries was studied with the help of leadership skills questionnaire by Peter .G. Northouse (2012). The results revealed statistical significant relationship (p<.05) between leadership and gender. The female employees were found to be more effective leaders as compared to males. The study also support the notion that diversity management practices much be given due concern in the organizations and discrimination on the grounds of gender must be curtailed.
Full Paper Request

Capacity of Service Delivery Facility and Perceived Quality as Determinants of Patient Service Tangibles in Healthcare Service Delivery Models: An Indian Outlook
• Umang Gupta Research Scholar, Department of Management Studies, Indian Institute of Technology, Roorkee, India

Capacity, from the very beginning has been announced as a key factor in healthcare service delivery models (HSDM). Academicians as early as the pre-industrial era have understood the association. In the Indian context scant research has been done on the relationship with the variables selected by the authors of this present study. The aim of the study is to analyze the effect of capacity of service delivery facility on perceived quality of service delivery institution in India. The study was completed taking into account 381 samples consisting of all levels of professionals and patients from various Indian healthcare organizations. Statistical Tools like Correlation and Regression Analysis by using SPSS 20.0 have been applied to gain understanding about the relationship between the two variables. The results have shown that patients and doctors in the healthcare organizations that were studied do show importance to perceived quality, and
there exists a positive correlation between capacity and perceived quality.

The results have implicated that institution wide acceptance regarding important work related guidelines and mandatory roles is positively related to perceived quality which in turn calls for action on volume and capacity management.

Full Paper Request

Leadership through Spiritual Wisdom: The Case of Romania
• Alexandrina Maria PAUCEANU Department of Marketing and Management, College of Commerce and Business Administration Dhofar University, Salalah, Oman

As a society, there is great need to change our values and principles towards leadership. We cannot change the society by just creating laws and policies, but there is also the need to re-examine our ethical and social norms. Romania is changing after the bloodshed revolution of 1990's and its people have been trying to adapt to the market-based economy and that has put the focus on the appropriate leadership style and behavior in business operations. In this context, this paper will investigate the significance of leadership with spiritual wisdom in Romania.

Full Paper Request

Promoting 'Mean': A Desire Regulating Mechanism for Managers
Ganesh Prasad Das Assistant Professor, Institute of Business and Computer Studies (IBCS) SOA University, Bhubaneswar, India
• Manoranjan Das Assistant Professor, Institute of Business and Computer Studies (IBCS) SOA University, Bhubaneswar, India

The concept of 'mean' is quite popular in the area of statistics. It does not need any preliminary and comprehensive explanation for the people who work in the area of quantitative management. The importance and relevance of 'mean' in statistics is being studied, researched and emphasized. Yet, the application and implication of 'mean' in behavioral science remains as an unexplored area. Here the author projected the relevance of 'mean' not only as a decision making tool used by statisticians but most importantly as a tool in the behavioural science area to solve the behavior and attitude related problems faced by managers. The objective of this study is to investigate the dynamics of 'mean' that stimulates change within the organizational system. An analysis has been made between the Greek philosopher Aristotle's virtue ethics theory and Lord Krishna's verses in Bhagavad Gita concerning the existence of 'mean' and its application in the work life of managers.
Full Paper Request

One Rank One Pension: Ethics and Management Implications in Resettlement of Defence Service Veterans in India
• Maharajan K. Research Scholar, Anna University, Chennai, India
• Krishnaveni R Professor, PSG Institute of Management, Coimbatore, India

An estimated 70,000 personnel of the defence services in India are invariably released at a younger age to maintain a youthful profile of the armed forces. These personnel have served the nation during war and peace, and therefore deserve to be resettled for a peaceful life in the civil society. Such veterans who are in the prime of life are deprived of a remunerative career when the socio-economic demands on them are compounding. Ethically, the veterans need to be laterally employed in the civil sector or provided with the means to maintain a decent quality of life. Government of India pays pensions to veterans (ex-servicemen) of army, navy and air force based on various criteria. However, the management policies are neither streamlined nor in tune with the ground realities. For instance, personnel released in the past receive lower pensions compared to those released later, even though all of them have to survive in the same socioeconomic conditions. For almost four decades, veterans have been demanding 'One Rank One Pension'
(OROP) i.e. equal pensions commensurate with the rank and length of military service, irrespective of the date of release. Even though the Government of India has agreed to OROP in principle, it is yet to be implemented thereby forcing the veterans to resort to protests. This article portrays the ethical and managerial implications of OROP with a pragmatic view.

Full Paper Request

GunaTraya Model: An Effective Model for Total Quality of Mind and Organisational Development
• Chokkalingam Researcher, SVYAS University, Bangalore
• Sony KumariAssociate Professor, SVYAS University, Bangalore
• K. B. AkhileshProfessor, Indian Institute of Science, Bangalore
•H. R. NagendraChancellor, SVYAS University, Bangalore

Health Tourism is one of the emerging segments of travel and has gained remarkable fame to India for attracting tourists to cater their health as well as relaxation needs. Even though a new phenomenon; it is almost surely to be a major source of income for the country. Ayurveda has been the USP of health tourism to offer a complete package of travel experiences with psychological, physical and spiritual wellbeing. Presently alternative therapy and herbal treatment is widely popular globally and makes India a major tourist attraction. Hopefully, within few years India will be the most preferred destination for best of the health services with holistic healing therapies. Thus, endorsing Ayurveda through health tourism provides a new dimension to the hospitality and tourism in India itself. The main purpose of the paper is to focus on recent developmental trends in health tourism in India for promoting holistic therapy- Ayurveda in global context. The study highlights the implementation of ancient therapies in various hotels and resorts of Odisha as an ancillary service to provide the guest utmost satisfaction.The scope of the study only focuses on promoting Ayurvedic remedies as a significant element of health tourism in hotels and resorts of Odisha. Based on the data collected through secondary sources, this paper makes an assessment of the extent of social awareness, innovativeness and responsiveness of tourism sector for marketing Ayurveda. In the concluding section, limitations of the study have been discussed and recommendations provided for undertaking more detailed investigations in the area.

Full Paper Request

Implementation of CRM Processes in Life Insurance Sector: A Customers' Perspective Analysis
• A. Durai KannanAssistant Professor, Department of Business Administration, Government Arts College,Tamilnadu, India
• P. VikkramanAssociate Professor, Dept of Management Studies,Anna University Regional Centre,Coimbator, Tamilnadu, India

At the turn of the 20th century most of the commercial establishments knew who their customers were and also understood their individual needs. Accordingly, these organization fulfilled the aspirations and expectations of the customer individually and maintained the relationships and loyalties with the advent of mass marketing, customer relationship become distant. The technological advances have helped to track the relationship with the customer and also given the information to analyze the changing needs/profile of the customer. The life insurance players are struggling to maintain a good customer relationship due to lack of personalization of services, lack of transparency in claim settlement, poor designing polices and poor service quality. CRM processes represents the steps involved in Customer Relationship Management which focuses from customer acquisition to customer retention. The present paper makes an attempt to analyse the customers' perspective on implementation CRM processes by the Life Insurers.

Full Paper Request

Comparative Analysis of Corporate Cross Cultural Management: A Survey of IT vs. Non IT Companies of Bangalore
• Namrata KapurResearch Scholar, Dept of Business Studies, MSRIT, Bangalore
• B. JanakiramProfessor, Dept of Business studies, NITTE, Meenakshi Institute of Technology, Bangalore

The globalization of business which is considered as a 'second industrial revolution' is a trend that makes Cross cultural Human Resource management crucial for both IT and non IT which are the two most important industrial sectors in India contributing to the GDP and FOREX reserves today. The research focuses on finding the variables affecting cross cultural management and their inter sector analysis (IT vs. non IT) thereby indicating the best practices, gaps, similarities and dissimilarities in both. Till date the cross-cultural management has been studied and evaluated separately for IT and non IT companies but a comparative evaluation under the umbrella of both has not been undertaken. This study brings a paradigm shift in focus, from the concept of a traditional HRM approach in both the segments to a sector specific (IT & non IT) approach. The results indicate that factors like training, communication, cultural intelligence
together have a strong positive influence on Cross cultural human resources management but at the same time the importance and efficacy of these vary across IT and non IT sector employees. These differences and the commonalities in both sectors should be considered before implementing a policy decision in both these sectors.
Full Paper Request

Sunk Cost Fallacy: Effect of Situational Knowledge on Irrational Choices
• P. BalasubramanianAssociate Professor,Amrita School of Business, Amrita University, Coimbatore, India
• K. KalyanasundaramPh.D. Research Scholar, Amrita School of Business, Amrita University, Coimbatore, India
• Aravindhan SStudent, Amrita School of Business, Amrita University, Coimbatore, India

Sunk cost fallacy or escalation of commitment is one of the cognitive biases referred as the characteristic of people justifying more investment because of the prior investment. Since the costs are beyond recovery, whether an action taken or not is irrelevant to the decision. Application of this theory in the field of agriculture is very unique and this paper aims to establish the irrational choices adopted by the farmers in selecting a crop. We selected a region in the southern part of India where coconut is the main crop. We were interested in understanding the reason behind the farmers continuing with cultivation of coconut trees with the depletion of water table in the region. Two experiments were conducted one with the students and another with farmers to understand a) effect of situational knowledge on the choice of crop, b) difference between farmers and highly educated professionals in their decision on the choice of the crop with respect to a specific situational knowledge and c) difference between the “Coconut cultivating” farmers and the “Other crop cultivating” farmers on the reason for obsession with coconut farming. First experiment was a random and controlled experiment conducted with 128 students of a School of Business. It was a 22experiment with two factors viz. visual effect and awareness on cost-benefit at two levels. The aim was to understand the impact of visual photographs and awareness on cost benefit of dying coconut trees on their decision to choose alternative crop or status quo. Results prove that there is a significant relationship between visual effect and the decision on the selection of crop in spite of clear knowledge on the cost –benefit. The second experiment was conducted with a randomly chosen 40 farmers from the region. They were asked to decide on the crop hypothetically on the basis of the situation of depleting water table. The experiments prove that irrationality in choices is more exhibited when people are already committed with investment in line with the theory of sunk cost fallacy.

Full Paper Request

© Copyright, School of Management Sciences, Varanasi