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Purushartha Journal
Mediation Effect of Passion between Intimacy and Commitment in Relationship with God: Triangular Theory of Love

Aruna Dhamija, Associate Professor, Institute of Business Management, GLA University Mathura (UP), India
Somesh Dhamija, Professor & Head (UG), Institute of Business Management, GLA University Mathura (UP), India
Krishanveer Singh, Assistant Professor, Institute of Business Management, GLA University Mathura (UP), India

Purpose: - The purpose of this research paper is to test the relationship with God and to know the strength among the variables of love - Intimacy, Passion and Commitment, through Triangular Love Scale (TLS). To study the direct and indirect relationship between variables of Love in context with God and to know the mediation effect of Passion between the two variables of love, namely, Intimacy and Commitment. Research Design: - In this study, data was collected through well structured questionnaire from 210 respondents who identified themselves as God-believers. The Partial Least Square (PLS) -Structural Equation Modeling (SEM) was used to measure the relationship among the variables and to conceptualize the model. Findings:- In context of the past studies, a conceptual model is developed to measure the direct relationship as well as indirect relationship among the three variables of love, namely, Intimacy, Passion and Commitment in relationship with God. Structural Equation Modeling analyses revealed that the association between Intimacy and Commitment is mediated by Passion. Limitations:- Other tools can also be used to analyse the same study to know relationship between variables of love with God. Different variables which are not explored can be used to test the relationship with God. Practical Implications:- This study makes significant contributions for religious leaders and researchers who associate themselves with spirituality in order to understand the strength of relationship with God by knowing the impact on variables of love-Intimacy, Passion and Commitment. Originality: - The current study aims to know the strength of relationship with God through the three variables of love, namely, Intimacy, Passion and Commitment. There are lots of studies on Triangular Love Scale in knowing the different perspectives. The results of this study will help to know in actuality as to how much the individual is close to God, attracted towards him and able to maintain his love towards him. Keywords:

Keywords: Intimacy, Passion, Commitment, relationship with God, Triangular Love Scale
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Vision Actualisation and Spirituality: A Theoretical Model

Paritosh Mishra, Research Scholar, Amity Business School, Amity University, Noida, Uttar Pradesh
B. Shukla, Professor of Entrepreneurship and Leadership & Vice Chancellor, Amity University, Noida, Uttar Pradesh
R. Sujatha, Professor, Amity Business School, Amity University, Noida, Uttar Pradesh

As one stretches open the rolled-up scrolls of not-so-distant history, one can see instances of several Corporate scandals having marred the international business firmament over the years. This has led to a heightened recognition of the importance of spirituality, ethics and values in organisational life. The current study presents a theoretical model regarding how spirituality and organisational vision actualisation can coexist and dialectically influence and reinforce each other in a meaningful way and ensure fructification of long term objectives and sustenance of organisations. The model proposes that conceptual ramifications of organisational spirituality are organisational ethics, values and moral standards, which, when practised, give concrete manifestation to augmentation of productivity and lead to growth, fruition of organisational objectives and long-term sustainability of the organisation.

Keywords: Spirituality, Vision actualisation, value actualisation, organisational ethics, morality, integrity, connectedness, wholeness, commitment, creativity, mutual respect

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Designing the Conceptual Flow Model from Csikszentmihalyi to Gurdjieff: The Mystic Revelations
Soma Panja, Assistant Professor, Department of Management Studies, NIT, Silchar, Assam

Flow as propounded by Csikszentmihalyi is an extraordinary phenomenon helping people maintaining all-encompassing performance ability often triggers curiosity of whether that particular phenomenon can be replicated time and again amongst all the humans. Well, the answer can be both a YES and a NO. In order to explore the phenomenon, we will explore the principles or laws of the universe and its functioning as propounded by Gurdjieff and draw assertions from the exploration to design applicable understanding in the nature of flow. The understanding of Gurdjieff was based on his search for the truth and the mysteries present within the mystic schools in the East. Much of the spiritual work is based on this basic premise that life propagates itself and the understanding of this phenomenon is self-evident to be propounded in the basic dogmatic revelations of the individual agenda. The fundamental truth about the expectation and realitydilemma about the performance scenario based on the interaction point of view with human and its capacities along with the environmental stimuli often brings around certain understanding about the capacities and performance ability in a certain environmental setup. This particular transcending phenomena and immersion and evolving in the process of working and making extraordinary revolutions in all the spheres of life has been a constant curious case to be solved and debated with the help of yoga, Zen, science, religion, mysticism, and occult culminating from various forms of old age and new age philosophical dimensions engulfed into the spiritual underpinnings. Transcending above one's own physical boundaries to take into to the cosmic vibrations and inculcate the energy field within one's own boundaries helping them to perform and replicate things in finest creativity levels often motivates to explore these phenomena into further details.

Keywords: Flow, creativity level, Skill-Work match, Interaction Model, Law of Gurdjieff

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The Advertising Side of ‘Sahib Bibi Aur Ghulam’- Introducing Spiritual Substantiation
P. N. Jha D. Litt. (Advertising Management), Director, School of Management Sciences, Varanasi

The present paper drawn on the advertising material of a famous Hindi motion picture – Sahib Bibi Aur Ghulam, depicts the case of a deceptive advertisement for a product, Mohini Sindoor, through a sensitive example. A carefully written copy of the ad, augmented with a well-planned ad campaign completely fails to deliver the benefits it is supposed to accomplish, and thus leading to a mental agony to not only the consumer but also to an intermediary. The paper also presents a unique way to self-regulation by the advertiser of Mohini Sindoor, and further introduces a novel form of ad substantiation – Spiritual Substantiation, to the advertising literature.

Keywords: Cinema ; Epistemological radar ; Deceptive advertising ; Spiritual substantiation ; Self-regulation by advertisers ; Publication advertising ; Transit advertising.
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Agent Mediated Code Comprehension: A Cognitive Challenge
Ram Gopal Gupta, Research Scholar, Uttarakhand Technical University, Dehradun, Uttarakhand, India
Bireshwar Dass Mazumdar, Associate Professor, Institute of Engineering & Rural Technology, Allahabad, U.P., India
Kuldeep Yadav, Associate Professor, College of Engineering, Roorkee, Uttarakhand, India

The rapidly changing needs and opportunities of today’s global software market require unprecedented levels of code comprehension to integrate diverse information systems to share knowledge and collaborate among organizations. The combination of code comprehension with software agents not only provides a promising computing paradigm for efficient agent mediated code comprehension service for selection and integration of inter-organizational business processes but this combination also raises certain cognitive issues that need to be addressed. We will review some of the key cognitive models and theories of code comprehension that have emerged in software code comprehension. This paper will propose a cognitive model which will bring forth cognitive challenges, if handled properly by the organization would help in leveraging software design and dependencies.

Keywords: Enterprise collaboration, Multi-agent, Cognitive features, software code comprehension, mental model, software reengineering.

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Implication of Tourism Traits on Jharkhand Tourism with special reference to perception of local residents
Pranjal Kumar, Assistant Professor, Department of HMCT, Birla Institute of Technology, Ranchi
Ashutosh Mishra, Assistant Professor, Department of Management, Birla Institute of Technology, Ranchi

Jharkhand is popular for tribal culture and uniqueness of its inherent natural beauty attributing significantly on Tourism Industry of Jharkhand. There has been visible change and impact on socio-economic factor because of tourist influx in the Jharkhand state. The inherent beauty and nature has made the state popular for tourism. The attraction towards various important tourist spots revolves mostly within the domestic tourism. The paper attempts to ascertain the impact of tourism traits, like economic Development, Cost of living, Infrastructure Development, Socio-Cultural and the Environment affect through primary data collected from the responses of residents of six dominant tourist circuits of Jharkhand. The respondent’s views were ascertained on five point Likert Scale. The data so collected was subjected to analysis for identifying the impact of various tourism traits on the prospects of Jharkhand Tourism.

Keywords: Jharkhand Tourism, Category, Economic Development, Cost of living, Infrastructure Development, Socio-Cultural and the Environment.

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Perfectionism and Employee Engagement among Management Faculty: An Empirical Study
Dr. Divya Goel, Assistant Professor, Amity University, Noida
Dr. Mitushi Singh, Assistant Professor, Amity University, Noida

Contrary to the Indian philosophy of “Vasudhaiv Kutumbkam”, western design of management is based upon the Darwin's principle of the survival of the fittest which promoted the philosophy of 'dog eats dog'. Bulkiness of the bottom line of the balance sheet became the yardstick of the success of an organization and ethics, values and lifelong emotional bonding with people are pushed to the peripheral level where customers became 'consumer' and workers a 'hirable and replaceable commodity' and management professionals as 'tools to improvise the bottom line' without realizing that profit is not the sole motto as the purpose of organization is to create values to the society and profit is just a byproduct.

Ethics and values are different from rules/regulations because it provides criteria for evaluating action based upon certain desirable norms but has no legal binding. The management is expected to follow the highest ethical standards as management is not just accountable to shareholders but also responsible towards stake holders and responsibility of management professionals from public work cannot be veiled behind the professionalism. Moreover, the great organization cannot be created without values and ethics. Only those organizations can survive till eternity that follow highest standard of ethics, moral values and create values for the society.

It is difficult to accept that an organization follows highest standard of ethics, values and emotions in its internal management but can afford to remain low in ethical standards with customers. Organizations have realized the importance of ethics in marketing for the benefits in long term. Adoptions of ethical practices in marketing create positive energy in the organization and generate interest of the customer in products/services, develop customer confidence in organization's brand and leads to loyalty.

Keywords: Self-Management, Renunciation, Value-orientation, Stakeholders-orientation, Processorientation, Karma-yogi

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Sustainable Development 2050: Spirituality - The Missing Link
Sanjay Banerji, Amrita School of Business, Coimbatore, Amrita Vishwa Vidyapeetham University
Rajiv Prasad, Amrita School of Business, Coimbatore, Amrita Vishwa Vidyapeetham University

We live in the Anthropocene and “The future of humanity and of our planet lies in the hands of today's younger generation…” In spite of the SDGs and the Paris Agreement; assured sustainable development is still far from reality; and many challenges persist. Science became part of the mainstream sustainability dialogue after the publication of the planetary boundaries. We argue that mainstreaming spirituality holds the key to win over the final challenges in sustainable development. For this paper, 'Spirituality' is synonymous with service to mankind (Swami Vivekananda). It is a way of life upholding truth, moral, ethical and human values. Spirituality assures that in the eternal fight between truth and untruth; truth always wins. Therefore, mainstreaming spirituality in our sustainability dialogue is essential for the Holocene period to continue.

Key words-Sustainability, Spirituality, Sustainable Development

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Responsible Consumption for Curbing Food Wastage: An Exploratory Enquiry
Saurabh Kumar Srivastava, Assistant Professor, School of Management Sciences Varanasi and
Part-Time Research Scholar Department of Management Studies, IIT(ISM) Dhanbad
Ankita Anshul , Research Scholar, Department of Management , IIT(ISM) Dhanbad
Pramod Pathak, Professor, Department of Management Studies, Indian Institute of Technology (ISM) Dhanbad

The world population crossed seven billion during year 2011 and is expected to touch the mark of 9.3 billion by the year 2050. This increase in number of people all over the world will invariably lead to an increase in demand of food at a humongous scale. In a report prepared for the Global Food Security Programme, Meacham et al. (2013) pointed that against the whopping 50-70% inflation projected in food demand, around 868 million people are struggling with under nourishment all over the globe whereas approx. one third of global food production ends up as waste. As a developing nation still battling the devils of poverty, corruption and skewed income distribution, India has not been able to solve or manage the conundrum of food wastage over the years and each year witnesses tons of food going to garbage at various stages of production, supply and consumption. However, it is crucial to investigate and assess the causes and impact of food wastage in order to take steps towards reducing losses and wastage in the entire food production and consumption system. This paper endeavors to uncover the causes and cases of food wastage in Indian households and commercial enterprises. It also underlines the various stages of food production and delivery that contribute to wastage of food in various ways. The paper concludes with taking an account of various causes leading to food wastage in Indian scenario and suggestions on strategies to reduce the scale of food wastage India.

Key words-Food wastage, consumption in households, causes of food wastage, India

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Role of Organizational Citizenship Behaviour on Internal Brand Identification
G. Radha Kiranmayi, Research Scholar, School of Management Studies, University of Hyderabad, Hyderabad,
P. Jyothi, Dean & Professor, School of Management Studies, University of Hyderabad, Telangana

The study Role of Organizational Citizenship Behavior on Employee Brand Identification was conducted to analyze the influence of OCB on Internal or employee brand identification. A survey was conducted administering a questionnaire on a sample of 265 employees of select IT companies in Hyderabad and Bengaluru. The survey has stated certain key findings. The study identified that OCB has a significant impact on employee brand identification and altruism and courtesy play a significant role in this relationship. The study also found that any change in gender, age, educational qualification and location of the workplace has no impact on brand identification while designation or level at which employee is placed influences his brand identification. Therefore, it was implied that, both branding and HR personnel of the organizations to work in harmony to create greater sense of OCB and thus, Brand Identification that can in turn create competitive advantage. Further, the limitations of the study and scope for further research has been discussed.

Key words-Internal Brand Management, Internal Brand Identification, Organizational Citizenship Behaviour, Competitive Advantage, Employee Behaviour

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