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Purushartha Journal
Effect of Religious Propaganda on Commercial Interaction between Believers and Non-believers of a Particular Religious Ideology

Vijay Rajmohan, Director, Ministry of Commerce, Govt. of India & Research Scholar, Amrita School of Business, Amrita University,      Coimbatore, INDIA
• K. Kalyanasundaram, Research Scholar, Amrita School of Business, Amrita University, Coimbatore, INDIA
• P. Balasubramanian, Associate Professor, Amrita School of Business, Amrita University, Coimbatore, INDIA

The paper is an attempt to understand the impact of religious propaganda on believers and evaluating their attitudinal changes, both personal and trade-related towards nonbelievers. To analyse the impact of propaganda, a controlled experiment was undertaken with 86 post graduate students and 3 faculty members from a College in Tamilnadu and subjecting them to narratives based on three different forms of propaganda - fundamentalist, moderate and secular. After each propaganda, the responses were taken through a questionnaire to measure the impact of propaganda on personal relations and commercial relations: 1) with believers or people following the same set of beliefs, 2) with non-believers or people projected as enemies of the community, and 3) with intermediaries or people who are deemed as tolerable. The results were statistically analysed and interpreted. The results provide insights into the value of different types of propaganda on commercial and personal interactions between those subjected to the propaganda and the community targeted through such propaganda (believers and non-believers). The results show that moderate propaganda is not a full-fledged antidote to fundamentalist propaganda; it only improves the commercial relationships. Only secular propaganda can withstand the onslaught of fundamentalist propaganda in both personal and commercial interactions. The results also reveal that creating a set of intermediaries would be helpful in increasing the commercial interaction among believers and non-believers.

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Family Support, Social Skills, and Self Identity: A Study of New Generation Belonging to Farm Families in India

• Rekha Singh, Subject Matter Specialist (Home Science), Krishi Vigyan Kendra, IIVR, Indian Council of Agricultural Research, India

Farm families in India have a highly important and strategic role in the society as agriculture is the backbone of Indian economy. With significant changes taking place on the social, economic, and technological front; there lies a huge probability that it must also be affecting the farm families in different aspects. Whether the effect is positive or negative is a matter of research. This paper analyses the effect of the changes taking place in the society on the new generation of farm families. The dimensions under which the effects have been analysed are family support, social skills, and social identity. The dimensions selected are crucial from the future growth and career choice perspective of new generation belonging to farm families and thereby directly impacting the Indian agriculture in future.

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Organizational Role Stress - Empirical Evidences from India during Economic and Political Resentment
• Madhuri Modekurti-Mahato, Assistant. Professor, Usha Martin Academy, Ranchi, Jharkhand, IndiaK. Kalyanasundaram, Research     Scholar,    Amrita School of Business, Amrita University, Coimbatore, INDIA
• Pranab Kumar, Associate Professor, Department of Management, Birla Institute of Technology, Ranchi, Jharkhand, India

Role stress has been a topic of significant research interest to many. It has always been a favourite for academicians and researchers alike owing to the policy implications it could create. The authors of this study have expressed interest in this field especially in the context of India because of the prevailing uncertainties, slow economic growth, increased rate of unemployment and poor growth forecasts. The present study empirically examines Organizational Role Stress (ORS) in the services sector in India by conducting a Principal Component Analysis to arrive at 16 factors. Study reveals that the ORS levels were significantly different across various industries and for the single and married segments as well. But surprisingly, no significant difference in the ORS levels was observed for the male and female segments, thus indicating that apathetic economic situations can equally impact both the genders.

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Comparison of Traditional Leadership and E-Leadership: A Study of Organizational Effectiveness in Today's Scenario
Kasturi Sahay, Research Scholar, Department of Management, Birla Institute of Technology, Mesra, Ranchi, India
• Utpal Baul, Professor & Head of Department, Birla Institute of Technology, BIT, Mesra, Ranchi, India

Working and leading virtually have become a growing concern and hence a growing area of focus in the last few years, generated by an increased care for the environment, a concern for a better life quality, the need to cut costs and/or the desire to welcome Generation Y (people born in the '80s who have grown up with all virtual media) into the corporate world. The term leadership has been probably the most talked about subject. Decades of academic analysis have given us more than 350 definitions of Leadership. Literally thousands of empirical interpretations of leaders have been conducted in the last 75 years alone but no clear and unequivocal understanding exists as to what distinguishes leaders from nonleaders. In fact the word leadership appeared in the Oxford dictionary as late as the eighteenth century. Multiple interpretations of leadership exist but each remaining incomplete and wholly inadequate with regard to the issues. The time has come to not to talk of leadership in abstract terms but in concrete and measurable terms. Leadership has to be demystified, brought down from its lofty pedestrian, dissected and finally understood by the common man. Now as they say war is too important to be left to the Generals, likewise, leadership in an organization is too important a subject to be left behind to intuition, chance, whims and fancies of an individual.
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Role of Internal Control in Company Management Procedures: Theoretical Aspect
• Lukas Giriunas, Associate Professor, Department of Finance and Taxes, Faculty of Economics and Finance Management, Mykolas    Romeris University, Vilnius, Lithuania
• Gintare Giriuniene, Department of Economics Informatics, Faculty of Economics, Vilnius University, Vilnius, Lithuania

Existence of the current economic conditions makes efficient company management a more important factor at companies and analysis of management procedures is an essential condition thereof. This analysis enables identification and assessment of the role of the inner control emphasizing that establishment of an efficient inner control system is one of the main company management instruments at major companies. Mastering and use of this instrument under the modern economic conditions create preconditions for achieving competitive advantage over other companies. The article deals with the functions, elements of the internal control and the place thereof in the company management procedures as well as the expedience of this control. The objectives of the internal control and the expected results thereof as well as the role of this control in management procedures provided in scientific readings have been identified and analysed. Therefore, assessment of the internal control in respect of strategic control and management control has been identified as the most important objective of the study. Theoretical analytical aspects are analysed in order to achieve this objective aiming to identify the factors influencing the place of the internal control in company management procedures and how this affected the internal control assessed from the managerial perspective.
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Fundamental Analysis for Investment Decisions on Five Major Banks
• T. Maharaja, Research Scholar, Anna University Regional Centre, Coimbatore, India
• M. Saravanakumar, Associate Professor, Anna University Regional Centre, Coimbatore, India

It is felt that the Share market is fluctuating very quickly and the real worth of the shares also is unstable. The investors need to know the trend of the share value fluctuations and the stability of share price movements. In banking industry, the intrinsic value of the shares is to be computed to ascertain the share values of the banks which may either be undervalued or overvalued based on the performance of the banks.

In this study, an analysis is done to help make decision as regard to whether it is wise to invest in banking institutions in India or not. Five of the banks have been selected for the analysis of investment decision over banking companies whether it is wise to hold or to sell the shares. The investment decision is made on the basis of analysis of general trend on banking sector. The study helps to select securities which maximizes the yield and minimizes risk.

Fundamental analysis involves finding the intrinsic value of the selected banks and their share value. It provides additional strength to the investor in choosing the option of buy / sell strategy. The analysis incorporates with various financial ratios and their calculations to arrive out the intrinsic value of the shares of the banks finally. The intrinsic value is the yardstick to measure the financial performance of any bank.

Real worth of the share may not always be reflecting in the market price. Banking companies are selected for investment based on the real worth of the shares and the intrinsic value of the shares will be calculated thus. In this way, we can make appropriate investment decisions with the help of intrinsic value of shares.

Fundamental analysis is always the proper method to arrive at the results of the company or industry on its financial performance. If the company is fundamentally strong, that will help the investor to get a very good return in the long run. Hence, before making an investment decision the investor has to check the results of the fundamental analysis of the companies.

The study has thrown more light on the strength of banking sector performance and as a tool for generating and distributing the wealth of nation.

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Stress and Manpower Risk Management: Tracking Anomaly in Productivity with Stress based Fatigue Allowance Allocation
• Shwetank Parihar, Research Scholar, Department of Management Studies, Indian School of Mines, Dhanbad, India
• Chandan Bhar, Professor, Department of Management Studies, Indian School of Mines, Dhanbad, India
• Nishit Srivastava, Research Scholar, Department of Management Studies, Indian School of Mines, Dhanbad, India

The paper links justified stress based fatigue allowance allocation with project risk analysis. The paper deals with the introduction of conceptual framework of developing an efficient allowance management system for service sector based stress measurement, since in the service sector unlike any conventional manufacturing assembly line there are drastically different stress levels for different individuals working in the same firm. We are hereby advocating a tailor made system of rest allowance allocation in accordance to stress level of each individual. A structural framework is given here for allocation of rest allowance in service industry according to the need of the subject to increase the productivity and upkeep of motivation for any individual.
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Meaningfulness in Life Span Perspectives: An Overview
• Purnima Awasthi, Assistant Professor, Department of Psychology, F.S.S., Banaras Hindu University, Varanasi, India
• Reeta Chauhan, Research Scholar, Department of Psychology, F.S.S., Banaras Hindu University, Varanasi, India
• Saroj Verma, Professor, Department of Psychology, F.S.S., Banaras Hindu University,Varanasi, India

Studies related to meaning in life and its relation to wellbeing of individuals' physical and mental health has been investigated in this review. Meaning in life describes about the value of one's life. According to Frankl (1984) meaning in life stands for the natural need for people to find conscious meaning in their lives to live a healthy and well-adapted life and struggle for a sense of significance and purpose in life. Further it has been defined in terms of belief in a purposeful pattern of the universe, which in turn may be defined from religion and spirituality (Yalom, 1980). This paper focuses on the findings of the studies carried out during the last five years (2009-2014) in the field of health and wellbeing that describe the relationship between meaning in life and health. Studies have identified meaning in life to be an important construct for both general as well as clinical population. It contributes appreciably in the development of life's goal of an individual. Recognition of meaning in life plays a crucial role in the phase of crisis. As a positive psychological construct it also works as a resource for an individual. Meaning in life also predicts health behaviours. Higher meaning in life was associated with less engagement in health risking behaviours and better physical health. Conclusion and suggestions for future research are outlined.Full Paper Request

Role of Hotels and Resorts to Promote Ancient Ayurveda through Health Tourism: A Special Reference to Odisha
• Amrita Pani, Research Scholar (ICSSR Fellowship), KIIT School of Management, KIIT University,Bhubaneswar, Odisha, India
• Biswajit Das, Professor in Marketing Management, KIIT School of Management, KIIT University, Bhubaneswar,Odisha

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.

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