Track Name OPS-1 Track Date 17.11.2022/ 14.

00 -
15.30
Track Chair Prof. Tanushree Haldar

Consumer Experiences and Quality Adjustments in Healthcare Settings: An Evidence-

Based Precedence Analysis
Shubham Senapati, National Institute of Technology Rourkela
Rajeev Kumar Panda, School of Management, National Institute of Technology Rourkela

Despite proliferated efforts from pioneers and researchers, quality assurance in service
industries remains enigmatic, owing to the disparities in consumer preferences, distinctions,
and expectations. Similar issues are largely evident in healthcare industries, where a healthcare
consumer is significantly different from a traditional service user. With the changing dynamics
and increased participation of private players across the healthcare frontiers, the quality
parameters are no more restrained by the providers but can be initiated and managed from
customers' insights. Hence, for the past decade, in an attempt to adjust healthcare qualities from
a patient's perspective, patient-centric studies began to focus on consumer inputs rhythmically
with providers’ insights. Patient experience (PX) is a dimension of patient centricity that shows
the degree to which a care is patient-centred. However, the conceptual paucity and
unavailability of robust scale hinder the perpetual adaptation of the said parameter. The current
study gathered patient data from 12 Indian corporate hospitals by adopting dimensions of a
recently validated scale and executed RIDIT and GRA analysis to render perceptual
precedence. Implications of this study anchors on the PX concepts to provide neat insights into
the functioning of experiential domains and suggests that parameters like "Doctor services",
"Nurse services", and "Organization" are highly preferred by the consumers while expecting
superior quality from their respective providers.

Does Impact of Inventories on Firm Performance Vary Across Time? Relationship

Revisited Through GMM
Navjot Jaur, Guru Nanak Dev University

This study attempts to unravel the dynamic relation between inventories and firm performance
of selected Indian manufacturing firms. On the grounds strategic nature of inventory
investment decision (Capkun et al., 2009), this study attempts to examine the performance
implications of inventory investment. Specific objectives of the study are:
a) To examine the dynamic impact of inventories on different firm performance metrics
namely, sales and Tobin’s Q.
b) To uncover the dominating direction of causality between inventories and firm
performance association.
The dataset is composed of inventory levels, sales, Tobin’s Q, of 205 Indian manufacturing
firms during the period of 2006 to 2020. The data is extracted from Prowess database and
annual reports of the companies. The proposed dynamic relationship is allowed to be controlled
by COGS (Cost of goods sold), industrial concentration and firm size. This study uses GMM
(Generalised method of moments) approach to study the dynamic relationship between
inventories and firm performance.
The results of GMM reveal that impact of inventories is differences across different lag periods
of inventories. The impact is positive and significant (c=0.205, p-value 0.000) at 1 % level of
significance on sales in first period lag of inventory investment while the contemporaneous
impact being negative and insignificant (c=−0.065, p-value=0.452). The influence of
inventories is negative on stock market as Tobin’s Q shows negative and significant
contemporaneous impact of inventories (c=−0.406817, p-value=0.006) at 1% level of
significance which turns to be insignificant in first lag period of inventories (c=−0.084,
value=0.127). Furthermore, the Granger causality test portrays the bi-directional causality
between inventories and firm performance.
Note- c: coefficient. Implications Theoretical implications- The existing literature has
examined the relationship in parts without giving much weight to the problem of endogeneity
(Sridhar et al., 2014). This study has contributed to the literature by addressing the dynamics
of the relationship by using dynamic panel regression i.e., GMM. Furthermore, this study has
considered firm performance in both terms i.e., financial performance as well as stock market
performance which will give a better understanding of dynamic association between
inventories investment and firm performance. Managerial implications- The results will guide
managers with respect to resource allocation decision in times of financial crunch. The insights
of inter-temporal impact of inventories on firm performance will help in forecasting and
planning the inventory levels. Understanding the dynamic relation between inventories and
performance will guide the managers towards strategic decision of resource allocation to
inventories.

Building A Lean Culture

Nitin Patil, Sinhgad Institute of Management & Computer Application (SIMCA) Pune
Yogesh Bhowte, Sinhgad Institute of Management & Computer Application (SIMCA) Pune

Culture is an impalpable concept and is often an undefined aspect of an organization. In this

paper factors that are shaping organizational culture are studied in perspective of Lean
manufacturing. Lean Manufacturing organization is not a superficial concept, it has to adopt
lean manufacturing principles across all levels of the organization. The Research entitles
importance of inculcation of lean culture till front line workers and identifies gap in lean
establishment at different levels of organization. When Lean Manufacturing implementation
studied in random manufacturing organizations, research shows there is gap in understanding
concepts of Lean. Attempts are made to identify the gap in understanding lean culture. Survey
is being done in Sample manufacturing organizations with senior management and frontline
workers. Respect for people is the key to lean culture. It is about engaging the people close to
the work so that they can access current condition, create solution to the problems and
standardize what is going. There is misconception about lean that it is problem solving and
improvement technique. Learning Organization is one of the parameters of lean Culture. Lean
is not blindly copying tools and what someone else has done, it is first understanding lean
principles and seeking to apply those to your own environment. There is lean cultural gap in
Top Management, Middle Management and Front-line workers. Lean Culture demands shift
from hierarchical and functionality-based organizations to self-managed teams. Visual
management and performance scoreboards concept important parameter of lean culture to
create self-managing teams. This paper contributes to the literature on lean culture and change
management and underscores importance of effective employee involvement in building lean
culture.
 A Study of ABC & VED Analysis in the Dispensary of a Tertiary Care Teaching
Hospital
Balpreet Kaur, Armed Forces Medical College
Neeraj Garg, Armed Forces Medical College
Neelesh Patel, Armed Forces Medical College
Vasudev Gad, Armed Forces Medical College

Introduction: Due to advancement of medical technology it is very difficult to monitor the vast
inventory in the hospitals. 33% of the hospital operating budget is spent on buying materials
and supplies. Out of all the inventory control measures, ABC and VED are the most used
inventory control techniques. The present study was conducted at a tertiary care specialty
hospital to study the drug management through the application of inventory control techniques-
ABC and VED analysis.
Aim and objectives: The present study aimed at studying the drug management system by
application of ABC and VED analysis and to give recommendations for efficient inventory
management system.
Materials and Methods: It was an observational study carried out at the dispensary of a tertiary
care teaching hospital. The data of annual consumption and expenditure incurred on each item
of the dispensary for the financial year 2021-22 was collected. The annual expenditure of
individual items was arranged in descending order. The cumulative cost percentage and the
cumulative percentage of number of items were calculated and list was then categorized to
three subdivisions: A, B and C categories. For classifying drugs into vital, essential and
desirable, inputs from the concerned clinicians were sought. Data was analysed using MS
excel. ABC – VED matrix was formed to couple the items into various categories and groups
so that they can be efficiently monitored by managers.
Results: Of the 291 items used, 15% of the items were A items which need strict monitoring
by the top-level management as they are the costliest as consumed 70% of the budget. VED
analysis revealed 37% of the items as vital which should be present at all the times in the
hospital and are inescapable requirement. ABC-VED matrix analysis showed 10% of the items
as AV items which are costly and should be present at all the times in the hospital, thereby
demanding strict managerial control.
Conclusion: Using inventory control techniques, substantial improvement could be brought
about in patient care by ensuring uninterrupted availability of vital and essential medicines all
the times. It can also be used to identify drugs that require stringent control for the optimal use
of financial resources and the elimination of out-of-stock conditions at the dispensary.

Understanding Food Supply Chain Resilience in Indian Public Distribution System

Beena John Jiby, SBES, IIMHRD

The pandemic uncovered the changes needed in India's PDS framework with advanced digital
technology as many were malnourished and fighting hunger and poverty. In India PDS Supply
chain includes the production and supply of food grains with an organized network from begin
to end, that guarantee that all resources are used effectively to achieve food security. During
pandemic in India migration increased day by day and efficient use of technology had become
very vital particularly during emergencies. The study purpose is to understand the progress of
Public Distribution System with One Nation One Ration Card Scheme to serve the population
for food security and SDG 2 zero hunger goal.
 Servicification of Indian Manufacturing Industries
Garima Chaklader, IIM Bangalore
Rupa Chanda, IIM Bangalore

This paper studies the dependence of Indian manufacturing firms on the service sector for
inputs. It estimates the association of increased use of services (or servicification) on a firm’s
ability to integrate with the foreign market and export a higher share of output (or export
intensity). We use a firm-level dataset from Prowess and study the impact of servicification
from 2000 to 2019 using a Fixed-Effects model and pooled quasi-MLE fractional probit model.
We later rely on the GEE (Generalized Estimating Equation) method to enhance the efficiency
of the fractional model. We find an increase in the share of services input increases export
intensity at a decreasing rate. Firms with lower service intensity experience a higher rise in
export intensity than firms with higher service intensity. The results are robust after
endogenizing service intensity and TFP in a Dynamic Panel GMM estimation. We also control
for selection bias and endogeneity of service intensity using a Probit & FE-2SLS Model and
continue to find results. Further, the paper bisects services into traditional and modern services
and finds that the former has a more significant impact on manufacturing exports.
 Track Name OBHR-1 Track Date 17.11.2022/ 14.00 -
15.30
Track Chair Prof Mukund Vyas

Effect of Best HR Practices on the Performance and Productivity of Retail Sector in

Special Reference to Tanisq, Kolkata
Saroda Chatterjee, NOPANY Institute of Management Studies, India

Human resource practices play a significant role in building a good relationship between the
employee and employer that would create impact on the changes of employee attitude and
ultimately would affect the performance of the business unit. Good Human Resource Practices
are instrumental in helping achieve departmental objectives and enhance productivity. Any
practice that deals with enhancing competencies, commitment and culture building can be
considered an HR practice. The practice can take the form of a system, a process, an activity,
a norm, a rule, an accepted or expected habit, or just a way of doing things. HR practices are
required that are incremental and collaborative and provide the opportunity to employees to
make decisions affecting their work and to share in the rewards of their creative efforts. This
study focused on Human Resource Practices and its impact on employee performance and
productivity of a business unit by creating a conceptual model, test it and validate the findings
by Structural Equation Modeling. A structured questionnaire with 49 variables (Cronbach
Alpha (0.949) was administered among the random sample of 200 employees in Tanisq
Jewellery Showroom, division of Titan India Pvt Ltd., Kolkata to collect primary data. Needed
secondary data also was used. Since it is private limited, the financial data is confidential, so
the growth rate of business for the last year only was used.

The HR Practices include Selection and Recruitment (SR) consists of three sub dimensions,
Training and Development (TD) consists of five sub dimensions, Career opportunity (CO)
consists of four sub dimensions, Pay and Benefit (PB) consists of ten sub dimensions,
Employee Welfare (EW) consists of six sub dimensions, Performance Evaluation (PE) consists
of five sub dimensions, Reward and Recognition (PR) consists of five sub dimensions. The
mediating factor Employee Satisfaction (ES) consists of five sub dimensions and Employee
Attitudes (EA) consists of six sub dimensions. The RMSEA fit statistics for the model was
0.07, which was considered as a best fit model. The path diagram shows the employee
satisfaction is the mediating factor for employee performance. This attitude leads to the good
behaviour of employees in the organization and lead to the better performance.

A Systematic Literature Review on Green Human Resource Management and

Leadership
Rifa Nadeem and Reeta Singh,Malaviya, National Institute of Technology, India

Leaders are essential in motivating human resources by kindling the drive to go above and
beyond expectations. Leadership and green human resource management (GHRM) practices
are those essential reference sources for employees before they take green actions. The pursuit
and implementation of GHRM is a required component of a comprehensive leadership
approach, employees expect these two approaches to go hand-in-hand. Green human resource
management has garnered a great deal of academic and professional interest in recent years.
However, a comprehensive analysis of green human resource management with regard to
leadership has not yet been conducted. In order to fill this void, the present work presents a
systematic and comprehensive literature review.
 A Comparative Analysis of Competencies & Outcome of Academic Leadership in
Higher Education in India with World
Shikha Shokeen and Dr. Shilpa Jain,Guru Gobind Singh Indraprastha University (GGSIPU),
New Delhi,India

The purpose of this paper is to highlight the competencies of academic leaders in the higher
education sector. Higher Education institutes are undergoing a significant transformation due
to changes in an internal, external and global environment that is leading toward new teaching
and learning paradigm and the competencies of academic leaders play a key role in this process.
The study will bring about the understanding of the competencies framework required in the
institutions of higher learning. The primary objective of this paper is to identify existing
competencies and outcomes of academic leadership in higher education through available
literature and to make a comparison of Indian academic leadership competencies outcomes
with the world. This paper will also identify the impact of the Academic leadership
development programme on Higher education leaders’ competencies. The result of the study
is divided into three broad categories; the first part includes the studies related to the
competencies of academic leaders in HEI’s, the second part includes the studies related to
Higher education leaders’ competencies outcome in the global scenario and Indian context
separately and the third part includes studies related to the HEI’s leadership development
program. This study will also contribute to developing the further academic leadership
development programme which will help in transforming the existing academic leaders into
global academic leaders.

A Study on The Effect of The Grading System on Student’s Mental Health- A

Descriptive Study
Uday Sharma and Ishita Singh, Rukmini Devi Institute of Advanced Studies, India

The main aim of this research is to examine the grading system's consequences on students'
mental health. Peer pressure can negatively impact a child’s mind, which can demotivate and
cause him/her to lose self-confidence. This article's goal is to evaluate how test anxiety and
academic performance among college and high school students relate to study techniques, self-
concept, self-esteem, and psychological distress.

Integrating Quakerism in Contemporary Management for Holistic Development: Cases

and Reflections
Prof. Sunita Singh Sengupta, Akshay Kumar, Faculty of Management Studies, University of
Delhi, India

The present paper is a part of ongoing research of the first author in integrating Philosophy into
managerial practices for creating virtuous employee engagement and organizational
excellence. With the changing scenario and typical work styles, philosophy has a significant
role in creating positive leadership who practices compassion, love, and truth for creating
inclusive organizations. In this paper, the authors have aimed to give a background of the
relevance of Quakers philosophy to managerial practices by citing examples through the
specific case of Cadbury Schweppes, The Bournville Model Village and other brief reflections.
The current article claims a great deal to be learned about business practices by reflecting on
how the Friends, mostly forgotten and disregarded in the foundation narratives of management
studies, were structured and how they successfully managed their businesses. The authors also
consider multiple implications that management studies may derive from researching the
Quakers' management style in the future. Consequently, the authors suggest that now would be
the wise moment to reclaim truthfulness and behave ethically and constructively.

To Enhance Decision Making of HR Managers Using Analytics: Reskilling and

Upskilling for the New Future of Work
Suganya Bharathi S and Dr. Celina A., SRM Institute of Science and Technology,
Kattankulathur, Chennai, India

The ongoing and fast pace of digitisation and automation, and therefore the increasing demand
for information and skills within the associated technologies, have prompted organizations to
retrain and upskill their manpower, additionally to hiring contemporary talent with the requisite
skills. World Economic Forum estimates that, by 2025, 50% of all employees will need
reskilling due to adopting new technologies like Big data, Analytics, AI etc. HR analytics plays
a very important role in aligning the HR strategy with the overall business strategy. Thus,
access to analytics makes HR professionals more efficient in their jobs and provides them with
the tools to elevate their position in the organisation. However, the success of analytics can
depend upon how well the manpower is trained to deal with it and how flexible and adaptable
organisations will be when faced with the many new challenges that brings. This study
examines skills to retrain or upgrade needed by the unit of HR professionals within the business
trade for the varied knowledge analytics fields. Research shows that several corporations still
create business essential selections intuitively, despite clear proof that analytics-based
decision-making is probably going simpler in creating corporate and social value. With the aim
of providing actionable guidance to firms on the way to accomplish the shift to analytics-based
decision-making, this paper sheds lightweight on the management factors that prove essential
during this context.
 Track Name OBHR- 2 Track Date 17.11.2022/ 14.00 -
15.30
Track Chair Dr. Shailendra Nigam

A Bibliometric analysis on the impact of Emotional Labor in the workplace

Renuka Kapoor, amity school of business, Amity university, INDIA
Dr. Vishal Kamra, amity school of business, Amity university, INDIA

Background
Emotional labor is managing emotions and expressions to fulfill the emotional requirements of
the job. Although the significance of emotional labor in the workplace is being increasingly
acknowledged, the study of Emotional labor is still in its early stages. Prominently emotional
labor falls on frontline workers who directly deal with customers, clients, or other users of an
organization's services. In the workplace, workers must evoke certain feelings, like happiness,
and suppress others, like anger or grief while dealing with clients. Emotional labor impacts job
performance, job satisfaction, and turnover intentions and causes job burnout, job stress, and
emotional exhaustion in the workplace
Objective
The purpose of this research is to discover and assess the scientific literature on emotional labor
by conducting a bibliometric analysis to identify the most important subjects, authors, sources,
most cited publications, and nations. Another goal is to identify the impact of emotional labor
in the workplace, as well as the conceptual, intellectual, and social structure of the relevant
literature. This study aims to answer the following research question questions:
Research questions
RQ1 Whose authors and journals are at the forefront of the literature on emotional labor, and
which articles are the most cited? To determine the most prolific sources and writers.
RQ2 Which nations contribute the most to scientific output, and which terms are most utilized
in the literature about emotional labour? To demonstrate which areas of study are of the utmost
importance to researchers
RQ3 What are the conceptual, intellectual, and social frameworks, as well as the knowledge
base, for the influence that emotional labor has in the workplace? Also, what are the
bibliographical maps, graphs, and tables for the data? To conduct a comprehensive analysis
and then to deliver the findings in a concise manner.

Method
Articles that were indexed in the Main Collections of Scopus were analyzed for the period of
time extending from 2013 to 2022. In order to maintain a high level of review quality, we did
not consider the articles presented at conferences or the papers written in languages other than
English. We consider the business, management, and accounting subject areas and excluded
others. The findings of the study are presented in a quantitative analysis that gives an overview
of emotional labor. This analysis includes tables, graphs, and maps that highlight the primary
performance indicators for the production of articles and the citation of those articles. The
findings that were acquired revealed a total of 3172 articles, of which the following 513
published papers were subjected to analysis. In order to do the analysis of the data, the
Biblioshiny software was used.
Results
A total of 513 documents are found, all of which are articles. Humphrey, R.H., Ashforth,
B.E.,’s article (203 citations) is the most referenced work, while Hur, Won-moo has the most
publications (12) and is the most prolific author overall. The United States is the most
productive country (177), and Pennsylvania State University is the most productive institution
(11). International Journal of Hospitality Management and International Journal of Work
Organisation And Emotion and International Journal Of Contemporary Hospitality
Management are the most influential publications. Bibliometric mapping of the author's
keywords was conducted to acquire a comprehensive knowledge of the conceptual structure.
In terms of the number of collaborations, the United States and the United Kingdom are at the
top of the list. With the help of a Sankey diagram, this study charts the impact of emotional
labor in the workplace. This chart illustrates the changing conditions under which various
subjects in the field of emotional labor have been flowing over time.
Conclusions:
Bibliometric analysis is a useful tool that can exhibit how the articles in the dataset have
changed over time and help answer research questions. This analysis gives a thorough summary
of emotional labor, assisting academics, policymakers, and practitioners in better
understanding. This research has helped to understand the impact of emotional labor in the
workplace. This study only looked into how emotional labor impacts the workplace. Future
bibliometric studies should include the development of other topic areas, the introduction of
new search words that enable more publications relevant to emotional labor to be included for
a larger study of the metadata, and the examination of additional existing and future avenues
of inquiry. Filling the knowledge gaps between emotional labor and job performance should
be a priority for future emotional labor research.

Transformational Leadership in Employee Retention Strategies on HR Perspectives:

Reskill and Reinvent in Equipment industry in Tamil Nādu, India
Meena G, College of Management, SRM Institute of science and technology, Kattankulathur,
Chengalpattu,India
Santhanalakshmi K, Research Scholar, College of Management,SRM Institute of science and
technology, Kattankulathur, Chengalpattu,India

Transformational leadership is widely recognized as one of the most significant kinds of

leadership for changing organizational and individual outcomes in order to obtain reskill. An
organization can implement job reskill to ensure that their employees have interesting and
challenging job in food equipment industry. One of the most significant challenges the industry
would face is retention of skilled and capable employees for longer time. This can be achieved
by constantly upgrading and equipping them with innovative skills time to time. This study
investigates how various HR leadership styles have impact on employee retention in the
equipment industry in India. The sample was collected from various employees in equipment
firms by qualitative survey questionnaire based on the sampling methods. It is found that both
styles of leadership have a good association with employees’ retention strategies and also
organizations have a considerably favorable relationship with worker skill performance.
Employees reskill and reinvent have a significant impact on organizational effectiveness.

Pilot Study on Role of Political Skills Between Emotional Intelligence And

Organizational Citizenship Behavior
Divyesh Patel, P P Savani University, Surat, India
Dr Tejal Patel, P P Savani University, Surat, India

Employees are the integral part of the organization and psychology of employees play a larger
part in determining the success of the organization. It has been the days of the past where
Intelligence Quotient was used to determine the effectiveness of the human being but since two
decades Emotional Intelligence has been a gaining huge momentum in the professional world.
Inner attitude of the employee have been the driving factor in determining the outer behaviour
of the employee in the organization which also directly corresponds to Organizational
Citizenship Behaviour. Emotional Maturity of an employee determines how positively or
negatively he/she affects the organization through his outer behaviour. Apart from that
Employees also play two roles in the organization, whether it is negotiation or it is manipulation
to climb the ladder of success in the organization. Hence Political Skill of an employee is also
an important factor how it affects the Emotional Intelligence and the Organizational
Citizenship Behaviour of the employee. Therefore, the purpose of this study is to conduct a
pilot study on the role of Political Skill between the Emotional Intelligence and the
Organizational Citizenship Behaviour to support the idea with enough evidence. Data was
collected by circulating questionnaire amongst 50 respondents and it was analyzed to search
for the evidence to support the idea and to check whether Political Skills has significant impact
on Emotional Intelligence and Organizational Citizenship Behaviour.

Does Employee Wellbeing Undermines Customer Incivility?

Vriti Jain, Jammu University, India
Jyoti Sharma, Jammu University, India

Employee wellbeing is a well debated phenomenon. Employee wellbeing, a multi-dimensional

construct, has seized the attention of scholars, researchers and practitioners and is no longer an
individual phenomenon rather an organizational one. Achieving wellbeing of employees offers
umpteen benefits to the organizations. Increased performance, productivity, commitment on
the part of employees thereby reducing the rate of turnover is some of the strong business
outcomes pulled off by the organizations by vesting their interests in attaining employee
wellbeing. Service oriented organizations school the minds of the frontline employees with an
old age mantra “customer is the king”. But this does not hold true in the era where the
employees are more susceptible to the uncivil behavior of the customers. Treating frontline
employees impolitely is now a usual sight and has increased the turnover intentions of the
employees. Service sector has become the breeding ground for the rising epidemic of customer
incivility and is abrogating the positive outcomes arising out of investing in the wellbeing of
the employees. To our knowledge, the literature promulgating the impact of customer incivility
on the wellbeing of employees is still sparse. the present article throws light on understanding
the role of customer incivility on employee wellbeing.

Emotional Intelligence as Precedence in Industry 5.0

Dr. Swati John,Amity Global Business School, India
Astha Gupta ,Amity Global Business School, India

Industry 5.0, which is thought of as the next stage in industrial evolution, combines human
specialists' creativity with effective, intelligent, and precise machinery to provide more user-
friendly and resource-efficient solutions than those of Industry 4.0. Industry 5.0's
transformations have already become irreversible. Massive benefits of the fifth industrial
revolution include a more individualized job-searching experience for prospects., Industry 5.0
acknowledges the industry’s capacity to fulfill social goals beyond jobs and growth to become
a resilient supplier of wealth. Industry 5.0 will veer away from serving humans in favor of
technology, dehumanization, technical development, and innovative best practices. This
industrial revolution will reveal more about human intellect at work than ever before. The
workforce seems more diverse not just considering the advances in terms of tech or evolvement
of masterminds but rather nationality too, globalization hasn’t left people with any boundaries
it’s up to an individual now: too wide and mobile. Organizations expect their workers to be
more committed to their job and to have more healthy working relationships. John Mayer and
Peter Salovey (1997) have defined emotional intelligence as the ability to perceive emotions,
to access and generate emotions so as to assist thought, to understand emotions and emotional
knowledge and to effectively regulate emotions so as to promote emotional and intellectual
growth.” Emotional intelligence is the ability to sense, understand and effectively apply the
power and acumen of emotions as a source of human energy, information, connection and
influence (Cooper and Sawaf 1998). Emotional intelligence is known as the capacity to
perceive, comprehend and use emotions as a source of human energy, knowledge, connection,
and influence. Future workers must show companies that they can benefit the company by
adding value (Harari 1993).The collection of skills that people use to apply, incorporate and
embody spiritual resources, ideals, and traits in ways that improve their everyday functioning
and wellbeing is known as spiritual intelligence. The workplace will be more hospitable if both
of these bits of intelligence are present. A higher degree of productivity is correlated with a
better working environment. Emotional intelligence helps in dealing with concerns of people,
effective leadership, a congenial atmosphere, and unnecessary things are avoided. The current
issue is examining how soft skills might improve the workforce and better prepare it. The
current issue is looking at how soft skills can improve the workforce and prepare them for
Industry 5.0. However emotional intelligence is a soft skill. Soft skill is what can’t be taught,
it is what one needs to develop with the pace of time and trends. It depends on one how well
they handle and work on. Examining how emotional intelligence may improve the workforce
for Industry 5.0 is the goal of this study. This paper focuses on identifying the need for
emotional intelligence and its importance in Industry 5.0. It comes up with a change where a
human-centric approach and emotional and spiritual well-being bring a competitive advantage
to the organizations. To study this, a structured questionnaire is built and focused respondents
will be industry specialists and emerging educationalists. A total of 124 respondents were
contacted out of which 112 gave a complete response. This data was analyzed with the help of
the correlation-regression method and the W-Watson test. After analyzing the data, the finding
suggests that emotional intelligence is one of the core aspects of industry 5.0. Therefore, for
growth in the future emotional intelligence is one of the crucial traits that employees should
possess.

Employee satisfaction and retention in government and private colleges of Madhya

Pradesh
Ankita Sharma, Pt. Jawaharlal Nehru institute of Business management, Vikram University
Ujjain (MP), India

Employee satisfaction and retention depend on various factors. After the time of covid, there
have been changes in teaching style and teaching tools. Pre covid and post covid era created a
lot of changes in teaching methods, and many changes occurred in student mindset also. It has
some requirements that can make teachers more satisfied than ever before but need more
updates in the system for proper implementation. The use of a questionnaire has allowed for
the collection of preliminary data. As respondents of study, there were 520 teaching faculty
members from governments and private colleges of Madhya Pradesh. Data were collected from
eight divisions of Madhya Pradesh in 2022. After collecting and organizing information, we
used the Chi-square test. It was a descriptive, exploratory study. The study focuses on Teachers
looking for some factors for their satisfaction and retention, and there are many parameters.
While many post covid changes positively impact them and some need changes. As a result,
they are more vocal in calling for substantial reforms and progressive advances in classroom
instruction and technological means.
 Track Name MARK-1 Track Date 17.11.2022/ 14.00 -
15.30
Track Chair - Professor Ranjitha G P

Computer generated influencer: A literature review and research Agenda.

Padma Angmo and Rachna Mahajan

Purpose
Computer generated influencers (CGI) is developing and piquing the interest of both academics
and practitioners with an increasing number of studies studying this new phenomenon. Despite
the growing tendency of virtual influencers, there is a paucity of comprehensive knowledge
regarding its operationalization and conceptualization. A systematic literature review (SLR) on
computer generated influencer is presented in order to fill this gap.
Design/methodology/approach
Three academic databases—Scopus, Web of Science, and Google Scholar—were used to
gather insights using systematic review processes and text analysis from 18 peer- reviewed
articles and conference proceedings.
Findings
The research that has already been done on computer-generated influencers was condensed
into themes, coupled with a specific focus on methodology, and the context of earlier studies.
To facilitate future study, the authors suggest a thorough framework and substantial gap-
specific research directions.
Research limitations/implications
The SLR only takes into account empirical studies and conference proceedings found in three
databases worth of academic journal articles and conferences.
Originality/value
This study magnifies and expands the intellectual boundaries of computer-generated influencer
and suggests the adoption of a multidisciplinary perspective for further investigation. The use
of novel theoretical lenses can further ascertain virtual influencer effect on different cultures
and social media users. This study enlarges and broadens our understanding of computer-
generated influencers, and it recommends that future research take an interdisciplinary
approach. The impact of virtual influencers on various cultures and social media users can be
further determined through the application of fresh theoretical lenses.

Emergence of Social Networking sites: A study of opportunities available to the

marketer
Charu Wadhwa

The availability of internet has revolutionized the ability of man to stay connected with others.
Today, internet had surpassed the traditional media as primary source of getting information.
Internet has also changed the way the businesses can contact and persuade the existing and
potential customers. It is driving the new ways of doing business, and it is no exaggeration to
say that that marketing is undergoing a paradigm shift, in large part, to the internet, social media
and social networks. The role of marketing has changed and the social media is assisting that
change. The traditional tools are getting outdated and have also reached the saturation point.
(Daniasa et al., 2010).
The new era customers are the same persons whom the firms used to target using traditional
media like newspapers, television and billboards (Dan, 2006). The only difference is that their
behavior as ‘individuals’ and as ‘customers’ have changed because of their increasing presence
on the new ‘virtual market spaces’ like social networking sites such as facebook, Twitter,
LinkedIn, etc. These are the ‘places’ where they interact resulting in new expectations, new
rules, new topics that drives them to be actively present on these platforms.
Marketing to the target customers is not about telling the brand’s features and stories, and being
a one-sided speaker only; rather the marketer has to sail on the ship of two-sided
communication. The social platforms provide them the opportunity to know their customers
and accordingly redefining and redesigning their marketing-mix. The traditional-to-online
social media shift has been possible due to technological breakthroughs which have made
communication possible ‘anywhere’ and ‘everywhere’ to ‘anyone’ and ‘everyone’ who has a
presence online across the globe. The past few years have witnessed a fundamental shift
towards the customer-driven and two-way communication enabling technology platforms such
as blogs, video-sharing platforms, social media, etc. (Weber, 2007).

Objectives of the study

It is truly said that “A study without objectives is like a tree without roots”. In this study, the
prime objective is to identify the opportunities of the marketing through the social networking
sites.

Significance of the study

An increasing number of people are shifting from traditional media like television, newspapers
etc. to new age media. Virtual world is the new ‘place’ where the target customers are present
and are spending a lot of time. The experts have identified these new emerging platforms and
recommend the same to be used by the organizations to achieve their respective marketing
objectives and concomitantly, marketing is also undergoing a paradigm shift in its elements
adapting to the new technology and making it a significant element of their marketing
communication strategy. This study is primarily focused on finding out the opportunities
available to the marketers as well as the challenges facing them while marketing through social
networking sites.

Redefining the essence of Sustainable Luxury: perspectives for thematic symposium

Hemverna Dwivedi, Prof. Rohit Kushwaha and Dr. Pradeep Joshi

Sustainability is the everlasting consensus of the earth. In-depth geographical and socio-
economic advancement accompanied by eco-friendly apprehensions, jeopardizes the lives of
futuristic cohorts. The impetus of this paper is to analyze the shape of sustainable luxury and
the contributing consumer behavior by critically examining and amalgamating the increasing
but grounded scholarly work on the challenges faced by sustainable-luxury. Undoubtedly, to
say that luxury has always been a point for communal condemnation: it would certainly be
apathetic, if not at cross purposes with sustainable growth imperatives. For decenniums, this
segment has been persistently thriving thenceforward. Concentrating on distinct products and
customer set, critics indicate the outcomes associated to this sector which is wasting of
resources exclusively for the contentment of a favorable few. Luxury captivates unusual
consciousness for, beyond environmental impact whereas, sustainable advancement speaks
about social equity. The authors have used the secondary literature to capture qualitative data
and have illustrated via narration. In context to the subject, they have further attempted to
elaborate better understanding on sustainable luxury. The data has been cross verified and
triangulated by interviewing individuals connected in the ecosystem. In the present study, the
authors intend to explore the associations between luxury consumption and sustainability,
investigating different attitudes and imbroglios of consumers towards sustainable luxury.
Influence of neuromarketing on marketing trends that shape consumer buying behavior
Divyashree J, Pranav Kumar and Pranav Kumar

AIM: To study the impact and correlation between the current and future marketing trends and
how they are shaping buying behaviour in correlation to consumer neuroscience
Research Methodology (BRIEF):
● Drawing references and obtaining neuroscience study results which are closely linked
with buying behaviour.
● Creating in-depth research using eye tracking and face expression techniques on certain
products to guage its implications in marketing with minimum cost in the current and future
scenario.
● Evaluate the trends in marketing like social media, e-commerce, AI based marketing,
cohort specific marketing with virtual reality and their correlation with Neuromarketing.
● Study of ads that impact a viewer’s behaviour or trigger emotions in them

Neuroscience And Neuromarketing

Neuroscience in simple words is the study of the nervous system and its implications. While
neuromarketing is the study that closely links neural science and marketing in a way that
influences buying behaviour. Consumer behaviour on a variety of products and services or the
reason governing them has not always been accurate in case of many products. Neuromarketing
can help reduce this ambiguity. Consumer neuroscience can help us in predicting and pushing
the customers towards buying a particular product. While neuromarketing helps us in better
assessment of human preferences and emotions, it can in turn help with creative advertising,
product development, etc. Some methods which have been in use and are currently in use are
face expression scanning, eye movement tracking, EEG, fMRI, etc. The famous Coke and
Pepsi test which was conducted on the subjects showed reactions not when they tasted the soft
drink but when they viewed the brand visually, i.e., their response was more or less the same
when they tasted both the products but differed on viewing or hearing the brand name before
tasting.

To identify the E-commerce platform attributes that increase consumer involvement,

especially focusing on the Indian consumer perspective
Suraj Kumar and K Francis Sudhakar

Prior studies were done into what influences people's choices for E-commerce. Prior research,
however, does not fully explore consumer involvement structures that represent the relative
relevance of traits and features of E-commerce attributes due to methodological limitations.
This research presents and examines a complete list of characteristics, attributes, and features
of E-commerce websites that raise consumer involvement. The primary data for this study was
gathered from college students via google Forms and mail. We were able to divide internet
shoppers into different groups depending on the qualities they value thanks to data analysis.
Different types of E-commerce attributes increase consumer involvement and enhance the
quality of an E-commerce website. Customers with various levels of computer proficiency also
displayed various preference structures. This research will be helpful for the industry to
understand consumer requirements and focus on the preferred E-Commerce attributes.
 Augmented Reality: New Future of Social Media Influencer Marketing
Mudita Sinha and Mallika Srivastava

Purpose: The advent of social media as a marketing tool has transformed how businesses
connect and share information about their brands with their consumers. Amplified consumer
engagement has created novel relationships between consumers and companies. Consumers of
today are well informed and use SM to connect with companies, enhancing consumer
engagement (Parsons and White 2018) and creating novel associations between consumers and
businesses (Lipsman et al 2012). Most well-known SM platforms now include live streaming,
augmented reality, online shopping, and other features, as more and more people rely on SM
on a day-to-day basis. People’s reliance on seeking information from other online users and
reviews has increased and this is where social media influencers (SMI) perform a significant
role in shaping consumers’ opinions.
Augmented Reality (AR) which is an interactive interface reproduced digitally inside a real-
world setting is one of the few upcoming trends which the digital world will experience. AR
has given a new meaning to the digital world during the pandemic, and it is going to persist in
enriching users’ experience and providing more IM prospects (Tsai et al.2020). Every business
is seeking to leverage AR to advertise their products to consumers, for improving the
purchasing journey. AR is going to revolutionize the influencer marketing environment due to
its capability of engaging the consumers. Expertise, attractiveness, and credibility are the
characteristics of SMI’s and their followers perceive their eWOM as authentic and trustworthy.
A multidimensional pattern of communication is offered by SM which facilitates user
engagement in brand-linked eWoM (Zhao et al, 2020). eWOM has become a prominent
information source for digital consumers, understanding how eWOM will influence consumers
is pivotal for marketers to understand. Previous literature has not covered the relation between
eWoM and SM posts by influencers. Thus, this study intends to analyze the impact of AR in
influencer endorsement for user engagement, leading to trust, resulting in eWoM intentions.
Design/methodology/approach: The present study is primarily focused on consumer
electronics products. A descriptive research design has been employed for conducting this
study. Student list from private Universities in India was collected from University Offices.
The researcher developed a structured online questionnaire in English using google forms. The
questionnaire had a link to watch Samsung Galaxy note 20 AR filter on Instagram. Multiple
filter questions ensured that the researcher would receive replies from the most appropriate
online consumer cohort in India. A total of 320 responses were received, out of which 31 were
unsuitable for analysis due to missing data. Therefore, an analysis of the data was performed
with 289 responses. Later, EFA was engaged to summarize data to better understand
associations between dependent and independent variables. Later principal component analysis
(PCA) was espoused for the extraction process. Varimax rotation congregated 39 items into
various factors. To justify the adequacy of the sample Kaiser-Meyer-Olkin (KMO) test was
administered. As data were collected from single respondents there is the possibility of the
existence of common method bias. So, to analyze this bias Harman’s single-factor test was
administered. Reliability and validity of the model were established by conducting interitem
and composite reliability and convergent validity.
Subsequently, the authors administered hierarchical regression analysis to examine the
moderating relationship between AR as moderating variable, SMIV dimensions as independent
variables, and UE as the dependent variable. The authors adopted this method for testing the
moderation effects because it has been suggested in the literature that this method is most
suitable if the data is not categorical (Chen and Huang 2017).
Findings: It was observed that out of 289 respondents, 46 percent were between the age group
of 16–19 years, and 54 percent were in the age group of 20-24 years. The data comprised 63
percent males and 37 percent females. The household income of 6 percent of the respondents
was below INR 5,00,000 while 68 percent were between 5,00,001–10,00,000 slab and 26
percent were above the INR 10,00,001. The findings suggest that augmented reality shows a
moderating effect on user engagement and is the future of Influencer Marketing.
Originality: Influencers leverage their followers in building relationships based on trust, belief
and liking. Influencers have proven to possess the ability to connect with audiences in creative
ways. This study focuses to analyse the impact of AR on influencer endorsement for user
engagement, further leading to trust, resulting in Word-of-Mouth intentions.
 Track Name STRAT-1 Track Date 17.11.2022/ 14.00 -
15.30
Track Chair Prof Disha Garg

Good Principle, Good Partnership, and Good Prospectus - Strategic Management for
Shared Prosperity and Greening Growth
Muthu Krishna V, Gujarat National Law University, India

A potentially transformative role is played by management practice in addressing the

developmental challenges of this era. Success of business and legal environment is guided by
the press for scalable and transformational partnerships for development in a single focussed
objective for the next bigger sustainability dreams. This is in coincidence with a growing search
for entirely newer kinds of strategy and management techniques on the part of the academia to
invest and align efforts and to help maturing economies with great potential in the future of
global economic sustainable growth. Human development reports year on year suggest that the
rise of emerging markets as the next sources of unprecedented economic development in its
speed and scale has a consequent need for super strategy and capacities in management. In the
researches around the globe to aim at addressing the sustainable developmental goals of this
era has enhanced the roles and shift in academia towards search for better policy making,
strategy, improved management methods and capacity development to put together practices
to have universal application in making development to take great roles in determining the
prospectus of various sectors to profit from sustainable development agendas. This paper
suggests strategic management for making better today's sustainability research areas with a
sufficient focus on discussing about devising strategies to help the genuine interests in
addressing development issues and to drive for maintaining sustaining sources and venues of
development and deal with the issues associated with them.

Employability Implications of AI on Higher Education Ecosystem

Akanksha Upadhyaya, Rukmini Devi Institute of Advanced Studies, India
Disha Garg, Rukmini Devi Institute of Advanced Studies, India

Purpose: To review the past research concerning the effect of technological advancement in
the form of AI on employability and to build a perspective around understanding the role of
artificial intelligence in increasing students' employability.
Methodology: The research study is exploratory and qualitative in nature. For the analysis
purpose, qualitative software NVivo 12 has been used. Using this software, the research papers
having a connection with artificial intelligence and employability have been analyzed. The
NVivo cloud application was used to illustrate the 50 most frequently used attributes in the
relational connection of artificial intelligence and employability basis which the themes were
identified.
Findings: The present study has been able to highlights some frequently used words which
provides many illustrations of how AI may enhance the accessibility, relevance, and efficacy
of youth programmes in developing nations.
Research Limitations: Since the present study focused on impact of artificial intelligence on
employability, further more variables can be explored for future research studies on the same
subject.
Originality: This paper is a first attempt to review the past research concerning the effect of
technological advancement in the form of AI on employability.
 Do firm characteristics explain carbon disclosure practices of Indian companies?
Ankita, Guru Nanak Dev University, India

Purpose- The purpose of this paper is to investigate the influence of various firm characteristics
on the carbon disclosure practices of Indian companies.
Design/methodology/approach- The present study is based on BSE 100 Indian firms for the
period of 5 years from 2016-17 to 2020-21. The study employed a disclosure index to measure
the carbon disclosure practices of Indian companies. The association between firm
characteristics and carbon disclosure along with certain control variables has been explored
through a regression model.
Findings- The results of the study suggest that firm characteristics have a significant effect on
corporate carbon disclosure. Furthermore, firm size, age, and liquidity have a significant
positive association with corporate carbon disclosure. However, firm performance and leverage
are negatively related to corporate carbon disclosure.
Research limitations/implications- This study adds to the existing literature on climate change
and carbon disclosure along with certain corporate factors which can explain firm carbon
disclosure. However, while determining the influence of firm characteristics on carbon
disclosure, the present study has taken corporate age, size, profitability, liquidity, and leverage
into consideration, there may be other factors that can explain corporate carbon disclosure
which is not taken into consideration by the present study.
Originality/value- Previous studies examining the association between firm characteristics and
carbon emission disclosure focus on developed countries; however the present study focuses
on one of the developing countries i.e. India which is also the fourth largest emitter of carbon.
The present study also develops a comprehensive index to measure the carbon disclosure
practices of Indian companies.
Keywords: Carbon disclosure, Carbon emissions, Climate change, firm characteristics
Paper type Research paper

Corporate Governance and Readability: An Indian Evidence

Swati Vispute, Symbiosis Institute of Management Studies (SIMS) Symbiosis International
(Deemed University) SIU, Khadki, Pune, Maharashtra, India
Tajamul Islam, Symbiosis Institute of Management Studies (SIMS) Symbiosis International
(Deemed University) SIU, Khadki, Pune, Maharashtra, India

Campus hiring is a favourite high-volume recruitment mode in India. It is a significant event

in the life of MBA graduates. Realistic job previews (RJP) and the overall recruitment process
play major role in post hire outcomes amongst employees. RJP and recruitment process
experience influences employees’ intention to stay with the company they join, regard for the
job and company, and the overall regard towards the recruitment process. The objective of the
current study is to capture the relationship between students’ perception towards campus
recruitment process, RJP and post-hire outcomes of recruitment. The data is collected from 266
B-school graduates who have experienced campus recruitment process. The correlation shows
significant relationship between these variables. The study is important for campus placement
teams to understand the students’ perceptions toward recruitment process. While this study will
help industry to understand influence of recruitment process on post hire outcomes. The study
is important to the industry for make informed decision with respect to campus placement.
 Sustainability in Indian railways: A case study of application of solar photovoltaic
system on a railway coach
Jayita Saha , Indian Institute of Social Welfare & Business Management, Kolkata
Dr. Arindam Dutta , Indian Institute of Social Welfare & Business Management, Kolkata
Dr. Jhumoor Biswas , Indian Institute of Social Welfare & Business Management, Kolkata

Recently, much research is being conducted to improve sustainability in the transportation

sector due to its impact on carbon dioxide (CO₂) production, climate change, and fossil fuel
resources. Globally railways in the world have started to use solar power as a support to
improve sustainability in the transportation sector due to availability of limited fossil fuel
energy resources and increasing demand of energy. India has a large solar energy potential with
major parts of the country receiving 4–7 KWh/square metre/day. Therefore the Indian railways
is planning to install rooftop solar panels on railway coaches to meet electricity needs in
moving trains thus leading to reduction of electricity consumption and corresponding CO₂
emissions. It is important to understand how the peak power generated by the solar panel is
also influenced by other meteorological variables such as cloud cover, temperature , solar
radiation , precipitation , dew point and relative humidity in order to apprehend how solar
intensity is affected by these other meteorological variables . This study employs a case study
of electric power generated by the solar panels installed on a rooftop of a railway coach on the
Kalka Simla Express with regards to the stated atmospheric parameters. This study also
evaluates the seasonal and diurnal variations of the electrical peak power generated . The
preliminary results show that the maximum electric power generated from solar panels is
mostly impacted by temperature, solar radiation and inversely influenced by relative humidity.

Corporate Governance and Readability: An Indian Evidence

Mridhu Sharma and Balwinder Singh

This paper aims to examine the relationship between the readability of annual reports and
corporate governance in Indian listed firms while controlling for firm’s performance and
specific features such as size, age and industry type. The current study uses both legitimacy
theory and agency theory to create testable hypotheses. It tests for obfuscation in annual reports
by investigating the relationship between the readability of narrative disclosures (NDs) and
corporate governance from 2015 to 2019 using a sample of 82 firm-year listed companies on
the Bombay Stock Exchange. The findings show that firms with low annual report readability
are poorly governed which is an indication of the existence of ‘‘obfuscation.’’ Indian firms
may use narrative complexity as a disclosure strategy to enhance their image and consequently
maintain their social legitimacy. Although the study findings suffer from limited global
generalization, they can be generalized across Asian countries. Thus, future cross-country
research is encouraged. The findings encourage India’s policymakers to instate a policy for
‘‘Plain English’’ writing to make NDs easy to read by international investors. Present study is
one of the very few studies that examines the readability of annual reports in emerging market
economies, i.e. India. The study contributes to the paucity of research that examines English-
written annual reports in non-English speaking countries.
Keywords – Readability, agency theory, corporate governance, corporate performance,
legitimacy theory
 Track Name FIN-1 Track Date 17.11.2022/ 14.00 -
15.30
Track Chair Prof Sabri Boubaker

Digitalisation promotes adoption of soft information in SME credit evaluation: the case
of Indian banks
Hardik Nimbark, IAE Nice, France

Small and Medium Enterprises (SMEs) contribute to half of the employment in developing
economies and are a significant part of their growth. Yet, SMEs are under-financed by the
banks, and financial technology (fintech) firms have digitally disrupted this financial
intermediation. The objective of this qualitative multi-case study is to understand how Indian
banks are embracing digitalisation and big data in improving SME financing from a credit
manager’s perspective. The study is guided by a theoretical framework primarily based on
organisational adoption. Three research questions covered organisational adoption of new
technologies in information production, transmission, and processing in credit evaluation
activities. Purposive sampling is used to select twelve participants from banks and financial
regulatory bodies. The selected banking experts had an average professional experience of ten
years, while the regulatory specialists had at least three to five years of experience overseeing
the lending market. Participants shared insights on banks’ adopting digital tools, sources of soft
information (e.g., customer and supplier relationship, business plan), and factors that
influenced big data implementation in the SME credit evaluation process. During the data
analysis stage, seven themes emerged. The most significant ones are: banks are enhancing the
productivity of SME financing operations through digitalisation, and SME soft information can
be verified using IT tools. While addressing SME information opacity, the following common
SME soft information attributes emerged: supplier relationship, customer relationship,
business plan, and managerial succession. The high-priority recommendations for SME credit
managers include developing partnerships to access publicly available soft information
produced by industry associations and “online B2B trade platforms”, availing SME’s consent
to access SME’s private hard information in digital form from trade platforms and enhancing
the bank’s SME financing productivity through process automation.

A descriptive perspective on Green Banking: A Bibliometric Analysis

Manish Kumar , Shri Mata Vaishno Devi University Katra, J&K, India
Sushil Kumar Mehta , Shri Mata Vaishno Devi University Katra, J&K, India

This study aims to analyze the current status of research on the Green Banking to determine
the potential trends in this domain. This paper has been articulated and designed on the basis
of systematic literature review. A bibliometric analysis of the intellectual structure and
knowledge progress of Green Banking is presented in this study. The SCOPUS database has
been selected as the primary database to achieve the comprehensive and systematic dataset.
The dataset has been compiled using initial and in-depth screening with no time limitation. The
database archive yielded 89 documents and examines how Green Banking literature has
evolved since 2011 in the banking industry. The publications increase significantly from 2011
to 2022 and the top journals, authors, affiliations and countries are identified. The authors
discuss the results in the descriptive perspectives. For conducting a systematic review,
application of R Studio software has been used in this study for better performance and
accuracy of the results. This research involved contributions, in literature, context, publication
trends, and bibliometric analysis to explore and enlighten the current situation in the Green
Banking domain systematically and scientifically. As a result of this convergence, there is an
urgent need to intensify the societal discussion about the role of banks in promoting green
banking.

Moderating effect of country-specific and sample characteristics on the relationship

between green accounting and organizational performance: A meta-analysis
Ms Shaizy Khan ; Dr Seema Gupta
Amity College of Commerce and Finance, Amity University, Noida

The advent of sustainable development as a multifaceted paradigm of social and environmental

concerns must be addressed since it has a growing impact on accounting systems. The
classification, organization, management, and reporting of environmental information using
physical or monetary indicators is referred to as green accounting. It has evolved into a vital
tool for accomplishing sustainable development and is now internationally recognized as a
means of assuring environmental preservation (Schneider et al., 2017). The current research
study discusses green accounting as an environmental component of sustainability and focuses
on how green accounting may help organizations improve their bottom line without risking
their long-term viability. This study uses a meta-analysis technique to investigate how green
accounting procedures impact corporate entity profitability. As a result, the sample includes
sixty-eight empirical studies with nine thousand six hundred and twenty-five subjects collected
between 1996 and 2020. With a large sample of studies spanning 25 years, this meta-analysis
intended to objectively analyze the association between corporate green accounting and firm
financial performance. The positive correlation found between corporate green accounting and
firm performance in this meta-analysis lends credence to the legitimacy and stakeholder
hypotheses. Also, this meta-analysis was conducted to examine the substantial influence of
moderators on the relationship between corporate green accounting and corporate performance,
which may explain the conflicting result. As a result, it contributes to the body of knowledge
by settling the debate over the relationship between corporate green accounting and company
performance that prior meta-analytical investigations had raised. Environmental accounting
disclosure index, environmental performance indicator, environmental performance rating, and
environmental investments and costs are the four indicators pertinent to corporate green
accounting that have been analyzed in this study individually and jointly. At the 5% level of
significance, three measures of corporate green accounting, namely the environmental
performance indicator, EADI, and environmental investments and costs, are favourably
associated with the performance of organizations. Environmental performance rating is the
only indicator of corporate green accounting that substantially affects organizations'
performance at the 10% significance level. In addition to being overly prescriptive, the
exorbitant expense of enforcing most environmental laws and regulations has led to the
conclusion that they are fundamentally faulty. Unfortunately, these laws rarely help the
business community. Furthermore, many environmental regulations focus on components like
air, water, and land or specific problems like air pollution or sewage problems. Laws enacted
in the name of green accounting in underdeveloped nations tend to be discretionary. Companies
need a variety of licences and permits before they can set up any machinery or equipment, and
running day-to-day commercial operations is extremely expensive with negligible returns on
investment (Hussain and Dey, 2021). Against this backdrop, country-specific factors have no
moderating effect on the association between organizational performance and green
accounting. An intriguing finding of this research is the strong moderating influence of the
study characteristics. The aspects of the study include the publishing year, the stock listing of
the sample businesses, the use of control variables, the kind of industry (multiple/single), and
the longitudinal/non-longitudinal nature of the study. According to the findings, the duration
of the research (longitudinal vs non-longitudinal) is the sole significant moderator of the overall
influence of corporate green accounting on business performance. The present research
contributes significantly to the literature on corporate green accounting by expanding our
understanding of the factors that determine the level of green accountability achieved, the
intricate relationships and interactions between organizations and their environmental
performance, and how green accounting ultimately leads to organizational change. Insights
gained from this research might help businesses and governments change their priorities from
profit maximization to environmental fortification. The organizations are frequently subjected
to social and government pressure to follow policies that support sustainable development.
There is a need to develop a worldwide platform for displaying environmental scores and
organizational rankings, as evidenced by the findings that reveal no influence of country-
specific factors on the relationship between green accounting practices and organizational
performance. This effort will encourage environmental conservation by compromising the
validity of organizations failing to follow environmental regulations. Organizations frequently
neglect the requirement for a cleaner production process, which raises production costs and
jeopardizes the organization's long-term success. For example, disposal of unwanted material
may increase the organization's overall cost and, as a result, incur fines and penalties. Firm
strategists and policymakers should also choose to invest in initiatives that help economic
sustainability, as this will allow the businesses to project an image of being socially and
ecologically responsible and attract ethical investors and consumers. All the studies considered
in this meta-analysis were written in English. As a result of this analysis's linguistic limitations,
relevant research conducted in Latin American nations and other locations may have been
overlooked. Second, there are many ways to quantify what is known as "corporate green
accounting." The "estimate" in a meta-analysis relies on the researchers' choice of relevant
corporate green accounting metrics.

The Digital Environment and Financial Services: Mauritian Perspective

Bhavish Jugurnath, Tanusha Devi Lachhman, Mootooganagen Ramen and Roucheet
Bissessur, University of Mauritius

The purpose of this study is to have an overview of the Mauritian perspective about adoption
of digitalisation in the financial services sector. A modified model of the UTAUT model was
utilised among professional in that sector. A non-probability sampling technique has been
implemented based on the process of convenience sampling in this study, since the sampling
frame is known. Saunders, Lewis and Thornhill (2012) identified convenience sampling as a
specific method of non-probability sampling technique based on data collection from
population participants who are conveniently available for study participation. In addition, an
analysis comprising of the reliability tests, descriptive statistics, factor analysis and probit
regression was performed using IBM SPSS 23, which assisted in estimating the significance
of each independent variable with the intention of using digitalisation in financial services. In
this process we gather enough supporting materials to confirm our hypothesis and as per the
results, it can be determined that among the factors analysed, it was eventually Effort
Expectancy, Social Influence, Facilitating Conditions and Negative Aspect that were found to
positively induce employees’ adoption of Digital technology in their institution which is in line
with the study of (Venkatesh et al. 2003; Abu and Yunus 2015; Crossby et al. 2016 and Oliveria
et al. 2014). However, the variable performance expectancy was found to be insignificant.
Besides, the research showed that more than 50 percent of workers in their workplace want to
embrace new technologies. The latter had a positive view that digital technology can be a key
element in the growth of skills among the company's users, enhancing the quality of work and
thereby increasing overall job efficiency.
 Integrated reporting a new approach to corporate reporting from the auditors’
perception
Mootooganagen Ramen and Bhavish Jugurnath, University of Mauritius

This study aims to assess the impact of Integrated Reporting as a new corporate reporting form
the auditors stand point. The introduction of Integrated Reporting (IR) to address the problems
faced in the past was prompted by the criticism of the existing financial reporting and the global
financial crisis in 2008/2009. However, in addition to the increasing demand for its assurance,
auditors face numerous challenges during the audit engagement.
Design/methodology/approach: Due of the social isolation protocol used during this epidemic,
an online survey was a suitable method to use. In Mauritius, 250 auditors completed the survey.
The responses were evaluated using the Chi-square (p-value) test and the Kruskal Wallis test.
A pilot test was conducted prior to the questionnaire's distribution to address issues with the
headings and question content.
Findings: A single integrated audit report that is supported by a reasonable assurance level for
all information is the ideal audit report in the viewpoint of auditors since it enables comparison
and better understanding between reports. The auditors believe that the most difficult and
critical issue they must audit is the lack of generally accepted standards for reporting and
measuring non-financial information and materiality levels.
Study limitations: The research is conducted in Mauritius which may be seen as a limitation
since it is for a single jurisdiction. A small sample was taken due to limited time frame. The
respondents were restricted to only external auditors of the audit firms in Mauritius.
Originality/value: This study emphasizes how important it is to understand auditors'
preferences for the structure and content of audit reports, particularly the difficulties they faced
when verifying non-financial material. The IIRC, academics, investors, stakeholders, auditors,
and international groups can all benefit from this document. It also adds to the body of literature
by analyzing auditors' perspectives on IR assurance, despite the fact that IR assurance is still a
relatively unexplored topic.
 Track Name IS-1 Track Date 17.11.2022/ 14.00 -
15.30
Track Chair Prof Bhavna Talreja

Challenges to Digital Adoption: Barriers and Opportunity faces Organizations in 21st

Century work culture
Sunakshi Verma, Gautam Buddha University Greater noida
Neeti Rana, Gautam Buddha University Greater Noida

Purpose: The literature is growing extremely interested in digitalization, the implementation of

analytics in HR, and the explanation of the barriers, and opportunities that prevent businesses
from adopting analytics in 21st-century work culture. This is due to the importance of adopting
digitalization into workplace culture more and more to make work life easier for employees
while also addressing employee issues and advancing communities and societies. But the
consequences of cutting-edge technology depend less on the tools themselves than on how
people utilize them. The study examines the key difficulties that firms encounter when utilizing
and implementing digital technologies. Additionally, they open new areas for future research
and how these barriers affect digital technology for businesses within organizations.
Design/methodology: This study undertakes explorative research based on a qualitative
method, aiming to investigate the following research question. The findings highlight the main
challenges that companies face while implementing and employing digital technologies. They
also show how these challenges affect the evolution of digital technology in the twenty-first
century, creating new research opportunities. The outcome of the research would be very
important for an organization to implement digital HRM and for improving organizational
performance."

Developing Smart indicators for the sustainable development of backward villages of

India: A case Study approach
Nisha Pandey, Vivekanand Institute of Management Studies, Chembur, Mumbai
Krishna Veni Raparla Venkata, Vivekanand Institute of Management Studies, Chembur,
Mumbai

The smart villages concept captured the interest of many developing countries in recent times
to achieve holistic development. The vision of smart villages is a long-term aspect, through
which the advantages of city living can be achieved, to enable villagers lead a healthy life; earn
a viable living, and be connected to the larger world.
Digital technologies and grassroot level innovations, are encouraging active community
engagement, to transform, and revitalize the rural areas. These are promoting scalable solutions
for rural people, who are increasingly using ICTs as powerful tools for attaining sustainable
livelihood (Lucas et al. 2008). Technology usage is increasing in the areas of agriculture and
allied industries, in providing market information, health services, educational purposes, and
various other value-added services.
To address the pertinent challenges and to booster the engines for economic development,
efforts are being put through active mentoring of formal and nonformal institutions.
Design/methodology/approach: -
For this research study, we have adopted an exploratory discussion approach, by conducting
interviews with aspirational district fellows in Bihar, to observe the progress and
transformation in various aspirational districts of India.
Findings: - We have observed that, to achieve sustainable development, various government
bodies, stakeholders and NGOs, are focusing more on strengthening the decision-making
process, at the grassroots levels. We have also developed 10 SDG indicators for mapping the
strengths and identifying the deficits, and a framework to achieve a sustainable rural
environment.
Practical implications: - The hybrid efforts of various government bodies, stakeholders and
NGOs, is strengthening the decision-making process, at the grassroots levels.
Keywords: - Smart Villages, Aspirational districts, SDGs, technology adoption, rural
sustainable development framework
Paper type: - Research paper"

Student Relationship Management (SRM) Practices in an era of digital transformation

for primary and secondary schools in developing economies
Abhijeet Agashe, Shri Ramdeobaba College of Engineering and Management, Nagpur
Bhavna Talreja, Shri Ramdeobaba College of Engineering and Management, Nagpur

It is important to note that education is not the main factor in creating a knowledge-based
society but the new economic prospects call for a paradigm shift in the way education is
delivered. Educational and economic improvements reinforce one another. This idea has a
direct impact on the educational sector and due to digitalization, technology has simplified the
ratification of new business and services through which companies can serve their students, in
this case, students, with better interaction and satisfaction. Schools are competing with each
other by improving the platform of delivering quality services and boundless education. In this
context, the feasibility of the research on student relationship management (SRM) practices as
a business model in an era of digital transformation for primary and secondary schools,
especially in developing economies like India, has gained the attention of the researchers. The
research is based on the literature review and uses secondary databases as sources of
information. This research paper would suggest sustainable SRM practices in the educational
sector which can help primary and secondary schools to use digitization to position themselves.

To study the impact of digital learning on the learner’s Learning Motivation and
Learning outcome in current scenario
Akansha Rehani, Rukmini Devi Institute of Advanced Studies
Akriti Chugh, PhD Scholar, Jamia Hamdard.

"With entering into age of information technology, education is one of the important thrust area
which is highly influenced by the recent changes in the environment. Traditionally the
education industry was more cantered towards sources like schools, teachers and print media.
The learners can grasp the information only by enrolling with schools, teachers and libraries.
Traditionally the learners were highly depended on the print media. But in today’s modern era
the role of traditional teaching is decreasing day by day. Companies like BYJU'S, Extra marks
etc. has brought remarkable change in the current education industry. Information and
Communication Technology (ICT) act as powerful tool to improve quality and bringing the
significant change in the education industry. Digital learning as the word suggested
digitalization of the leaning process with use of various tools such as web base learning,
Education through mobile devices and digital tools etc. The present paper focused on the
impact of digital learning on the learner’s Learning Motivation and Learning outcome in
current scenario."
 Track Name PT-1 Track Date 17.11.2022/ 14.00 -
15.30
Track Chair Mr. Danish Nasir

Quality Assurance of Air Armaments in Industry 4.0

Javed Ali Khan, DGAQA

As sophistication in weaponry and defence equipment is increasing rapidly, the majority of

Airborne Armaments are mission-critical in nature. Further, the flight safety aspect envisages
stringent Quality norms for military aviation stores in line with internationally accepted
standards and practices. Any leniency in the quality of the products can have catastrophic flight
and safety implications.
To sustain in the competitive and ever-changing dynamic environment for military aviation
stores, industries must upgrade their Quality management systems (QMS) and Quality control
(QC) methodologies. Accordingly, the manufacturing units have to move gradually towards
self - certification in line with global practice. This will also give the Quality control people a
broader role in discharging duties with the integration of cyber and physical system concepts
such as Big data Analytics, Cloud, Simulation, Artificial- Intelligence, and Industrial Internet
of things (IIoT) in line with the evolving industry 4.0.

Applications of Industry 4.0 in military aircraft production and maintenance

Danish Nasir, Indian Institute of Management Lucknow

The term Industry 4.0 (I4.0) was coined in Germany, which connects factories to the outside
world through the internet with minimal human interference. It involves advanced technologies
like Artificial intelligence, Cloud computing, Internet of things, Big data, autonomation, 3D
printing, additive manufacturing, virtual reality etc.
Aircraft manufacturing is a complex industry which requires high-skill professionals due to the
absorption of newer technologies from time to time. In India, most military aircraft such as
Mirage, Jaguar, and Sukhoi are produced under technology transfer. The production includes
four phases. Fleet maintainability is a challenging task in military aircraft. The availability of
spares and line replaceable units (LRUs) is critical in fleet serviceability. The aircraft on the
ground (AOG) requires maintenance and becomes a top priority for the squadron. Covid 19
pandemic caused much disruption in the supply chain.
Integrating I4.0 tools in the aircraft industry can save costs and reduce delivery times. The
aviation industry started using many I4.0 technologies in maintenance, avionics, surveillance,
and communication systems. The cable drawings are readily available on tablets, speeding up
their layout inside the aircraft. All the components used for assembling the aircraft are kept in
QR-coded packaging inside the warehouse storage locations. The picker carries a handheld
scanner to pick the correct component. Unmanned air vehicles (UAV) are flying machines that
have onboard sensors and location tracking systems. The I4.0 provides UAVs with the latest
technologies such as 5G networks, higher bandwidth, efficient engines etc.
The existing Quality management system identifies defects in the item after its occurrence. It
cannot judge whether there is an issue with the tested item or the whole lot to be tested. The
faults can occur with any process, and there is no predictive Quality procedure which can tell
operators about the actual cause of the problem. Route cause analysis and Kaizen events are
used to identify the problem. I4.0 tools can help develop a system that can monitor quality
issues in real-time and suggest preventive maintenance solutions. Preventive maintenance
focus on identifying the problem and preventing its future occurrence. On the other hand,
predictive maintenance focus on cost reduction and developing a system which can rectify the
problem at the right time.
I4.0, such as Internet of things, AI, and sensors, can help build a predictive maintenance system.
Since the smart factory is interconnected through IoT, big data analytics can be used to analyze
the data and faster actions. The aircraft system has many items fitted which have shelf life such
rubber seals, battery, periodical checks of critical systems. Their continuous monitoring is
required to prevent the failure.
The military aircraft sorties every day for preparedness of the fleet. Pilot records snags occurred
in these sorties and the maintenance team rectify these snags before the next sortie. Some of
these snags repeat in the next flights. The aircraft systems are interconnected, and difficult to
pinpoint the exact system under failure. For example, the noise in the pilot headset may be due
to improper grounding, faulty VHF system, headset mike or phone jack etc. Big data analytics
keeps records of such snags and alarms the maintenance team of the number of occurrences of
similar snags and records earlier rectification procedures. Thus, the maintenance team pinpoint
the exact cause of failure in very less time.

Data Driven Development in Aerospace for Industry 4.0

Usama Zafar Ansari, Impact Arts Co-op
Faizan Nasir, Department of Computer Science, Aligarh Muslim University

As the recovery process of different sectors in the post-COVID-19 period is taking, the
aerospace industry is not left behind. The study and implementation of tools that are based on
automation, robotics, machine learning, and big data processing make the streamlined flow in
the aerospace industry in producing quality products and services in industry 4.0. Performing
in-depth data analysis of the aerospace processes can yield innovative breakthroughs and ideas
which haven’t been thought of or worked on before. So, data capturing at each step of these
processes would result in better visualization in process optimization. For example, the parts
can be designed using model-based engineering, and exclusive products can be through 3D
models that are dynamically linked to data analytics software to record the insights. A new
sustainable supply chain model is proposed in this article as the sustainable supply chain in the
aerospace industry makes a significant part of the process. Once any product cost is reduced in
any part of the process, that cost reduction is translated to the supply chain to keep updated
with the new cost of the material. This would enable digital integration and increase supply
chain visibility across the manufacturing life cycle. As the data system that records the
manufacturing process, this system can also validate the components of the airplane
manufacturing that meet the FAA guidelines (Federal Aviation Administration) and flag areas
that don’t meet these guidelines of FAA. So, the step to build these resilient data systems
requires an organization to capture, organize and centralize data for efficiency. Virtual Reality
(VR) to simulate the entire aerospace factory to train workers on equipment safety and
efficiency would provide them human-centered aerospace industry, support them with future
skill sets, and build a resilient workforce. The concept of intelligent airports that aligns with
the ecosystem of a smart city can provide better safety and security in airways, environmentally
clean air travel, and create a sustainable future in the aerospace industry.
The term Industry 4.0 (I4.0) was coined in Germany, which connects factories to the outside
world through the internet with minimal human interference. It involves advanced technologies
like Artificial intelligence, Cloud computing, Internet of things, Big data, autonomation, 3D
printing, additive manufacturing, virtual reality etc.
Aircraft manufacturing is a complex industry which requires high-skill professionals due to the
absorption of newer technologies from time to time. In India, most military aircraft such as
Mirage, Jaguar, and Sukhoi are produced under technology transfer. The production includes
four phases. Fleet maintainability is a challenging task in military aircraft. The availability of
spares and line replaceable units (LRUs) is critical in fleet serviceability. The aircraft on the
ground (AOG) requires maintenance and becomes a top priority for the squadron. Covid 19
pandemic caused much disruption in the supply chain.
Integrating I4.0 tools in the aircraft industry can save costs and reduce delivery times. The
aviation industry started using many I4.0 technologies in maintenance, avionics, surveillance,
and communication systems. The cable drawings are readily available on tablets, speeding up
their layout inside the aircraft. All the components used for assembling the aircraft are kept in
QR-coded packaging inside the warehouse storage locations. The picker carries a handheld
scanner to pick the correct component. Unmanned air vehicles (UAV) are flying machines that
have onboard sensors and location tracking systems. The I4.0 provides UAVs with the latest
technologies such as 5G networks, higher bandwidth, efficient engines etc.
The existing Quality management system identifies defects in the item after its occurrence. It
cannot judge whether there is an issue with the tested item or the whole lot to be tested. The
faults can occur with any process, and there is no predictive Quality procedure which can tell
operators about the actual cause of the problem. Route cause analysis and Kaizen events are
used to identify the problem. I4.0 tools can help develop a system that can monitor quality
issues in real-time and suggest preventive maintenance solutions. Preventive maintenance
focus on identifying the problem and preventing its future occurrence. On the other hand,
predictive maintenance focus on cost reduction and developing a system which can rectify the
problem at the right time.
I4.0, such as Internet of things, AI, and sensors, can help build a predictive maintenance system.
Since the smart factory is interconnected through IoT, big data analytics can be used to analyze
the data and faster actions. The aircraft systems have many items fitted which have shelf life
such as rubber seals, battery, and periodical checks of critical systems. Their continuous
monitoring is required to prevent failure.
The military aircraft sorties every day for preparedness of the fleet. Pilot records snags that
occurred in these sorties and the maintenance team rectify these snags before the next sortie.
Some of these snags repeat in the next flights. The aircraft systems are interconnected, and
difficult to pinpoint the exact system under failure. For example, the noise in the pilot headset
may be due to improper grounding, faulty VHF system, headset mike or phone jack etc. Big
data analytics keeps records of such snags and alarms the maintenance team of the number of
occurrences of similar snags and records earlier rectification procedures. Thus, the maintenance
team pinpoint the exact cause of failure in very less time.

Application of Industry 4.0 could impact practitioners performing manufacturing and

maintenance in aviation.
Ram Prakash, Hindustan Aeronautics Limited

Industry 4.0 originated in 2011 from a project in the high-tech strategy of the German
government, which promotes the computerization of manufacturing. The term Aircraft
Maintenance 4.0 captures the leveraging of information to achieve greater operational agility
and to reduce costs. Industry 4.0 consist various advance technologies like - internet of things
(IoT), industrial internet of things (IIoT), Cyber-physical systems (CPS), robotics, 3D printing,
Cloud computing, Cognitive computing, Artificial intelligence etc.
Aviation industry has quickly improved in terms of technological development and its related
manufacturing processes. Thus, aircraft market requires aircraft manufacturers to drive
innovation and development innovative manufacturing processes in order to get competitive.
In India, most defence aircraft like: Dornier228 , LCA, HTT40, Mirage, Jaguar, Sukhoi etc.
and Helicopters: ALH, LCH,LUH etc.
Toward to future expectation, the term “Industry 4.0” was established as the “4th industrial
revolution. The main concept of Industry 4.0 is to connect by IT systems, sensors, machines
and parts along the value chain. On the Industry 4.0 way, another good application is
collaborative robots. The main advantage of this kind of robot is the collaboration between
human-robot in work together.

AI/ML solution to manage and mitigate supply chain for aerospace industry
Narayana Darapaneni, Great Learning
Anwesh Reddy Paduri, Great Learning
Harish Kumar B, Great Learning
Wasif Subzwari, Great Learning
Archana Prabhune, Great Learning
Vinod Kumar K, Great Learning

Most industries are familiar with or rather depend majorly on Supply Chain Management. The
supply chains can be very challenging to manage especially in the Aerospace and Defense
groups’ as they depend on thousands of suppliers and subcontractors to procure raw materials,
build complicated parts and components, and offer secondary services, including specialized
finishes and treatments. They are huge, and their operations vary across applications and have
stricter guidelines, looking for the highest degree of fail-proof quality standards. The
complexity of this industry lies in the supply and management of the design and production. In
the last decade, the challenges have become more complex and global, with multinational
operations distributed in several stages. Here, we believe that ‘Demand’ forecasting would be
the key to helping Supply Chain Management. Data-driven techniques could learn to
incorporate non-linear behaviors and could thus provide better approximations in demand
forecasting, compared to conventional methods that are mostly derived based on linear models.
There is a significant level of non-linearity in demand behavior in the supply chain. It is the
effect of competition among suppliers, the bullwhip effect, and the mismatch between supply
and demand. The role of AI or ML Algorithms in predicting the ‘demand’ with the
consideration of certain key features will set the right tone for the Supply Chain, effectively.
This could be even more relevant & highly effective if the Model can learn and readapt
consuming forecasting data, customer demand planned vs actual, production efficiency, and
past/historic forecasting efficiency. We are using (Reinforcement Learning) Ray RLlib to
develop the solution, due to its wide range of APIs helping us customize all phases of training
and experimental workflows.
 Track Name OPS-2 Track Date 17.11.2022/ 16:00 to
17:30
Track Chair Prof. Tanushree Haldar

A Study of The Internet of Things in Relation to Supply Chain Management

Mr. Pratik Kodmalwar, Datta Meghe Institute of Management Research, India

We all love revolutions, especially those which help us in sustaining a comfortable and
luxurious life. Recently we got the news about 5G and we got excited as 5G will enhance our
internet experience with its amazing speed. In this era of Artificial Intelligence, we are
embracing anything and everything that streamlines our work.
The revolution of the internet facilitated us with a medium through which we can communicate
with each other using the power of the network. Now this revolution is extended to create a
new version of the Internet that enables things to create a network among themselves and share
data on regular basis. This network of things through which they can share the data on regular
basis is nothing but IoT.
IoT can be used anywhere and everywhere for reducing the number of efforts one has to take
for accomplishing a certain task. In this paper, I will attempt to understand and imagine the
role that IoT is playing or can play in Supply Chain management. The management of a journey
that converts raw material into finished goods and satisfies the end customer is nothing but
Supply Chain Management.
The process of SCM starts with the planning of production that matches the customer demand
then it gets into sourcing the raw material, manufacturing, delivering, and lastly returning. A
good SCM always leads to greater cost reduction and enhancement of consumer satisfaction.
IoT can be used in SCM for greater efficiency as it helps in getting the work done in the least
possible time.
This paper aims at finding out how IoT can help us in revolutionizing supply chain management
and what are the cautions the Supply Chain Manager needs to take while applying IoT in SCM.

Supply Chain Performance of Small Retailers during Covid-19

Garima Singh, Rajeev P.V., Institute of Management Studies, Banaras Hindu University,
Varanasi, India

The present study offers empirical evidence for the conceptual framework that describes the
relationship between supply chain management practices and supply chain performance of the
small independent retail firms in Mumbai, Maharashtra, India during the unprecedented
scenario of COVID - 19. This research conceptualizes and develops five dimensions of supply
chain management practices namely customer relationship, supplier partnership, information
sharing, goal congruence and pandemic risk mitigation, and tests the relationships between
supply chain management practices and supply chain performance. The findings of the study
demonstrated a significant and positive influence of all the five supply chain management
practices on the supply chain performance of small independent retailers during pandemic.
A bibliometric analysis of the closed loop supply chain related to remanufacturing and
refurbishing
Sridevi P, National Institute of Technology Tiruchirappalli, India
Sathish T, National Institute of Technology Tiruchirappalli, India
Nandukrishna T Ajith, National Institute of Technology Tiruchirappalli, India
Pirasad T, National Institute of Technology Tiruchirappalli, India

The closed-loop supply chain is related to remanufacturing, refurbishing, and recycling. This
research concentrates only on refurbishing and remanufacturing. The management of
remanufactured and refurbished products is quite complex due to specific operations like core
acquisition, reverse logistics, disassembly, cleaning, repairing, and reassembly. This paper
aims to study with a focus on the closed-loop supply chain in remanufacturing and refurbishing
through bibliometric analysis that can provide insights into the latest research trends in this
area by analyzing the most significant and cited papers, author's collaboration network,
keywords, and countries. The systematic mapping and analysis help to identify developing
research areas, key research topics, publication evolution over time, collaboration patterns
among authors, countries, the co-occurrence of authors' keywords, and future research
directions. The findings of this research are helpful for future research in academics and
business.

Quality Education and Research as Major Constituents in the Education Industry: A

Supply Chain Perspective
Nirzar Kulkarni, Dr. Ambedkar Institute of Management Studies and Research, India

Purpose – The purpose of this paper is to recognize the quality of education and research output
as major constituents in educational supply chain management.
Design/methodology/approach – This study has adopted the method of collecting the data
through a self-administered structured questionnaire. The questionnaires were circulated
amongst the administrative staff, faculty members, employers, and graduate and post-graduate
student fraternity attached to RTM Nagpur University Nagpur.
Findings – The findings of this research include strategic solutions for achieving the
educational and research outcome of the educational industry and a model which will help to
understand the supply chain management in the educational industry.
Research limitations/implications – This study gives general guidelines or suggests overall
strategies which can be implemented to achieve the educational and research objectives for the
educational industry wherein it may not apply to all the fraternity of knowledge. Other
limitations include the facilities available at that institutes, quality of faculty members,
students, their IQ, etc.
Practical implications – This research will provide a lens for academicians, industrialists, and
researchers to understand the various facets to collaborate and achieve a win-win situation.
Originality/value – This research establishes a connection between academia, industry, and
research which is missing in the majority of the universities prevailing in India.
 Sustainable Impact of IT Determinants on Logistics Industry
Rajesh Shende, Shri Ramdeobaba College of Engineering & Management, India
Dr. Rahul Mohare, Shri Ramdeobaba College of Engineering & Management, India

The development of technology is extending the limits and shifting how the world does trade.
Today, we are habituated to the lot being online and exact at our fingertips for instant access.
Through fast-paced delivery service, it’s likely to receive a delivery in reduced amount of time.
Enhanced technology has also improved efficiency in the logistics, minimizing costs and
mistakes. These move forwards advantage all area of the logistics industry: trucking
transportation, international transportation, supply chain management, and shipment tracking.
Shipment Tracking Systems, Internet of Things (IoT) and Radio Frequency Identification
(RFID), Autonomous Trucks and Drones, Enhanced GPS Accuracy, social media are the 5 key
technologies that are shifting the future of the logistics industry. Regardless of the truth that
Logistic firms are making profit to a great extent, they still experience inadequacy and
insecurity. Significantly assessing the introduction of IT owing to its objectives, it is not the
concern that how much technology is provided but how well it serves the probable users.
Current environment offers a fruitful situation for the researchers to observe the outcome of
information technology on Logistic firm’s performance in India to understand its considerable
impact on their functions in bid to pledge their success and expansion. The target population is
logistic firms within India. Data is collected from 15 logistic firms. A set of objects, based on
the research model, is developed, and amassed in 4 scales for measuring the use of Information
Technology in industry and 3 scales is for measuring firm’s performance. The data is analyzed
by SPSS and outcome presented in the form of tables and charts. The respondent rate is 93%.
On the demographic data, the researcher hunted to examine the age of respondent, 10% of the
respondents are aged between eighteen to twenty-six years and twenty-seven to thirty-five
years of age respectively, 20% of respondent were aged between the ages of thirty-six to forty-
five years. On the possession of the firms, majority 70% followed by other firms 20%, foreign
firms were 10%. On the degree to IT, the results disclose over (50%) of the firms are not using
Information Technology in their sections and service delivering representing low level of
Information Technology usage among logistic companies.

Economic Analysis of Road Infrastructure Growth for Stainable Trucking Operation in

India: An Overview
Mahendra Parihar, MPSTME, NMIMS MUMBAI, India

Infrastructure development in general and Road infrastructure development in particular is key

for economic growth and development of any nation from various perspectives. Economies
with less infrastructure development are taking time to grow in much better way. Having
understood this appropriately, since recent decades our concerned governments also started
focusing on road infrastructure development along with other components of infrastructure for
positive impact on economic performance of various segments and sub-segments of our
economy. For road infrastructure, trucking industry is one of the major user and the growth of
road infrastructure is impacting trucking operation directly, and therefore, for sustainable
trucking operation it is important to have ample and better quality of roads. This is because the
trucking industry is considered as backbone of our economy and therefore the trucking
operation must be sustainable.
Thus, the study is undertaken to analyze the impact of road infrastructure growth on operation
of trucking industry in India with an aim to get better perspectives with reference to growth of
trucking industry in India through use of econometric model. The study also attempted to look
at impact of road network, freight handled, GDP growth rate, public spending for road
infrastructure development i.e. Project Expenditure by NHAI on truck population/growth.
Moreover, despite various efforts undertaken by concerned authorities so far for better road
infrastructure development to make the trucking operation easy and comfortable from
operation viability perspectives, the trucking industry still facing certain impediments as far as
operation is concerned and hence having viability issue especially for small operators with upto
5 trucks. Thus, in current study, also an attempt has been made to find out those impediments
and how they are affecting the trucking operations, and to suggest possible solutions through
appropriate policy recommendations.
 Track Name OBHR-3 Track Date 17.11.2022/ 16:00 to
17:30
Track Chair Prof Neerpal Rathi

Human Resource Management and Affective Behaviour of STEM talent in a workplace

of the future
Roopal Gupta and Pranjali Chauhan,MDI Gurgaon,India

Covid-19 and its impact have pushed the world of work to adopt an unprecedented work style
at an unimaginably fast pace. While the practitioners are the primary stakeholders in this sea
of change, the once-in-a-century event presents an opportunity for behavioral scientists to delve
deeper into the more fundamental, affective, implications of the new work style and present
the most impactful ways to deal with the “new normal” to the practitioners. The paper is an
attempt to bring HRM to the centre stage of the changing dynamics. Employing Broaden and
build theory, the authors present a model to affectively study the impact of changing work
systems – specifically the workplace – on the innovation capabilities of the STEM talent. The
relationship is posited to be critical through HRM inventions to impact organizational
identification, psychological safety, resilience, and psychological ownership – the affective
behaviors – that are posited to impact innovation when the unit of analysis is the individual
STEM employee. The paper draws from multiple fields of well-established literature to propose
a model which is embedded in positive emotions and a belief that individual’s thinking and
acting abilities can be expanded (broadened) if their experiential values of positive emotions is
extended and when practiced over a period of time, through effective HRM interventions, will
lead to better physical and mental well-being and psychological growth, thereby improving
work performance.

Covid - 19 and Impact on Urban Women in India: Analysis and Policy Implications
Aashi Chouksey and Miss Indu Gupta, Shri Ram College of Commerce, India

The impact of Covid-19 on poverty in India has been devastating. The steep decrease in
economic and per capita growth has the potential to double the nation’s poverty. This paper
attempts to analyze the effects of the Covid-19 Pandemic on urban poverty and the role of
women in India's workforce. This paper uses data from the YouGov - Mint - CPR Millennial
Survey and reports from the Niti Aayog, MOSPI India (The Ministry of Statistics and
Programme Implementation (MOSPI) is a ministry of Government of India concerned with
coverage and quality aspects of statistics released), to evaluate the current job crisis in urban
areas in the country. The recently released UN Women on From Insights to Action: Gender
Equality in the wake of COVID-19 report shows that the pandemic will push 96 million people
into extreme poverty, 47 million of whom are women and girls. The pandemic induced poverty
surge will also widen the gender poverty gap and this is especially the case among those aged
25 to 34 at the age of their productive career and family formation stage. The pandemic and
measures to prevent its spread are driving a disproportionate increase in women’s
unemployment as compared to men and also decreasing their overall working time. We also
find that the state-wise disparity in the distribution of urban poor is causing further inequality
in the country impacting women extensively. Now, without intervention to address the
disproportionate impact of COVID-19 on women, there’s a risk that progress could go into
reverse. This would not just set back the cause of gender equality but also hold back the global
economy. Conversely, taking steps to redress the balance now could improve social and
economic outcomes for millions of women globally and help boost economic growth. We
examine the level of changes in urban poverty and state of household in urban areas since the
1980s in different states and all of India. The outcome of this research will be helpful for
academicians, policymakers and researchers in related studies.

Women negotiators in the organizational hierarchy: Exploring the role of Homophily in

business negotiation
Vimal Babu and Vipin Kumar,BT, India

The term homophily means the inclination to connect and associate with others. The present
paper aims to investigate the homophily of women negotiators with their counterparts in the
negotiation process. It explores how the key dimensions of ‘association’ and ‘similarity’
components of homophily of women negotiators impact their negotiation process and
outcomes at different levels of the organizational hierarchy.

Impact Environmental Specific Servant Leadership in Promotion of Organizational

Citizenship Behaviour Towards Environment: An Empirical Assessment from IT
Sector
Vikash Mandal and Dr. Durba Pal, National Institute of Technology Durgapur, India

Environmental sustainability is a major concern for organization, government and society at

large. The growing empirical research over the past ten years has emphasised the value of
servant leadership as a management strategy that enables corporate organisations to create and
preserve a competitive edge. The major objective of our inquiry is to assess whether servant
leadership that is specifically targeted towards the environment has an impact on the
employees’ organisational citizenship behaviour towards the environment by analysing the
mediation and direct effects of employee green value on organizational citizenship behaviour
towards environment. Data has been collected from employees belonging to the public sector
manufacturing organizations based in India by administering standardized questionnaires.
Relevant statistical analyses, including confirmatory factor analysis, have been conducted to
ensure validity and reliability of the cluster of the study variables. Results of the study,
implication, limitation and future research directions have been discussed accordingly.

A literature analysis: An impact of work from home on Employees well-being and

Performance
Awishantika Rai, Dr. Richa Singh Dubey, United University, Prayagraj, India

A panic situation aroused all over the world which changed the style of working of every
individual, and the organization may be big or small on a larger scale. The pandemic made
working from home the new way of working for all, as social isolation was imposed all over
the world by govt of different countries due to COVID-19. So, understanding its new
possibilities and finding new ways to adapt to the change, not only to survive but also to be
better day by day in each circumstance while working. When talking about well-being and
performance we are about to discuss, family-work conflict, social isolation, distracting
environment, emotional and mental health, stress experienced, self-leadership, improve
productivity, quality family time, freedom to work from home, and easily done responsibility,
improved relationship, care and affection toward others.

ESG Proposition, Employee Engagement and Stakeholder Value

Chaitanya Chintham and Vijay Palyam,Vijaya School of Business Management, India

This paper analyses the ESG proposition and the influence of employee engagement results on
market price behaviour. Tracking the performance of stock prices quarter over quarter from the
Fortunes’ 100 Best Companies to Work For in the USA, 2021 report. It focuses on various
factors and measures that the companies are taking towards achieving greater employee
engagement and its influence on Stock price returns over a period which includes pre and post
war period of Russia and Ukraine. The study also tries to find out the adverse influence, if any,
on the stock performances and how they sustained having a strong ESG Proposition during the
tough market conditions. Sustainability was once perceived by businesses and investors as
requiring sacrifices, but the perception today is very different. much of the empirical evidences
are already available stating significant cost reductions can result from improving operational
efficiency through better management of natural resources like water and energy, as well as
from minimising waste. If this is perceived as one side of the coin, the paper explores how
strong ESG proposition can help companies attract and retain quality employees, and enhance
employee motivation and productivity overall. It explains how employee engagement is
positively correlated with shareholder returns. The paper tests its impact through a QOQ to
find out how persistent the influence in favourable market conditions and during any
unexpected severe market crisis like the Russia - Ukraine war.
 Track Name OBHR- 4 Track Date 17.11.2022/ 16:00 to
17:30
Track Chair Prof Avina Mendonca

Individual Green Value and Workplace Wellbeing: Mediation Effect of Green

Behaviour
Stuti Das, SAMET School of Management, Bhubaneswar, India
Biswa Prakash Jena, IIM Kozhikode, India

Purpose: This paper aims to explore the role of Individual Green Value on individual
employees' Workplace Wellbeing. It also tries to examine the mediation effect of Green
Behaviour between Individual Green Value and Workplace Wellbeing, increasing their
Employee Wellbeing.
Design: This paper develops a conceptual framework by reviewing the literature available from
Individual Green Value, Workplace Wellbeing, and Green Behaviour. The model was
empirically tested among executives working across the various sector in India and continuing
their executive program in a premier management institute in southern India.
Findings: The study found that by utilizing Individual Green Value, Workplace Wellbeing can
be achieved, which will be instrumental in Employees Wellbeing. Further, we found that Green
Behaviour mediates the relationship between Individual Green Value and Workplace
Wellbeing.
Research implications: This paper provides implications for researchers in the Work Culture
area as to how by focusing on Individual Green Value and implementing Green Behaviour in
the context of Value-Belief-Norm (VBN) Theory, Workplace Wellbeing can be enhanced.
Originality: This paper gives insight into how Individual Green Value can positively affect
employees' Workplace Wellbeing through Green Behaviour.

Substantial Positive Impact of a Compassion and Empathy Culture in Workplace on

Employee Morale
Rahul Mohare, Shri Ramdeobaba college of engineering and management, India
Ananya Modak, Shri Ramdeobaba college of engineering and management, India
Shailabh Binjola,Shri Ramdeobaba college of engineering and management, India

Purpose/Aim – Empathy and Compassion are familiar terms in the philosophy of good
leadership. It is a field which is not much particularly emphasised. Due to which numerous
challenges are faced that cannot be encountered/interpreted. Empathetic leadership is the
ability to lead while understanding the contexts, experiences and needs of others, and being
aware of their thoughts and feelings. Therefore, it is pertinently requisite to stress upon the
significance and impact of compassion and empathy with regards to leadership. The purpose
of this paper is to understand the impact of compassionate leaders on the team members.
Moreover, to analyse the need of considering EQ (Emotional Quotient) given precedence over
IQ (Intelligence Quotient).
Methodology/Approach – This paper employees exploratory research approach. A structured
questionnaire with predefined scale is circulated to employees from different sectors. Stratified
convenience sampling method was used and requisite test statistics were applied to validate the
hypothesis.
Findings – By virtue of responses, researcher have obtained some significant findings,
mentioned as below
Employees believe that if they are experiencing hardship, their manager should try to be
empathetic towards them.
They expect their leaders to lend an ear when they are going through a tough patch.
They think that a good leader patiently listens and pays attention to them.
They tend to believe that a good leader must be able to emotionally connect to his/her team
members.
As per the employees, their manager must have kindness, mindfulness, wisdom, empathy and
compassion. They tend to believe that leaders having lack of compassionate response leads to
their emotional distress.

Re skill and Reinvent: The new Talent Mantra to Sustain for Industry 4.0 by Skills 4.0
Dr.Preeti Boraste, SNJB's College of Engineering Department of MBA, India

Disruptions in technology and society are hitting us hard and quickly. Although we cannot
foretell the future, we may make plans for an increasingly unpredictable future. We can create
an equitable and sustainable economy by putting an emphasis on skills and human capital. The
link between knowledge and performance is provided by skills. This bridge represents every
learner's route to success in the growing performance economy. The way that humans
efficiently use their knowledge to boost both individual and group performance is through skill.
We use the knowledge we already possess and add to it in order to improve our skills. We all
need to learn new skills if we want to succeed as people, enterprises, and on an economic and
societal level. These abilities go beyond simply assisting us in surviving in this constantly
changing environment. These are abilities that will help us succeed, work with others, show
empathy, and shape our own destiny. This paper suggests a future model for these meta skills
to sustain for Industry 4.0

Psychoneurosis at the Workplace: Effects on Workplace Ostracism and Work Attitude

Manisha Agarwal, Dayalbagh Educational Institute, India
Eti Jain, Dayalbagh Educational Institute, India
Shiv Kumar Sharma, Dayalbagh Educational Institute, India
Arvind Kumar, Dayalbagh Educational Institute, India

Purpose- Workplace ostracism has become a major issue in today’s diverse workplace. It is
one of the passive workplace mistreatments where an employee feels ignored and excluded in
the work environment. The researcher here tries to explore one of the personality traits i.e.
Psychoneurosis which have a characteristic like feeling anxious, abandoned, and rejected by
other people. So, the present study’s main purpose is to explore the relationship between
workplace ostracism and the work attitude of the employees and examine how psychoneurosis
moderates the relationship between workplace ostracism and work attitude.
Design/methodology/approach- This is descriptive research and a cross-sectional research
design with exposure and outcome constraints were used. Data were acquired from 100
employees working in private firms in India and analyzed using PLS-SEM 3.0. Workplace
ostracism, job performance, deviant behavior, and psychoneurosis relations are discussed. The
paper then develops a conceptual model on the basis of COR (conservation of resource) theory
that explains the impact of workplace ostracism on employee attitude namely Job performance
and Deviant behavior. The author proposes that psychoneurosis moderates the link between
workplace ostracism, job performance, and deviant behavior. In addition, it explains how
highly ostracised employees drain their energy which in turn affects the work attitude of
employees.
Findings/ Conclusion- Researchers found that if the percentage of psychoneurosis is high in
employees, then will be negatively affected by workplace ostracism and decrease their
performance as well as the organization’s performance. The previous theoretical and empirical
research supports the model showing that psychoneurosis is one of the personality traits which
strengthens the relationship between workplace ostracism and deviant behavior. but our
research goes against our expectations we found that it does not affect the deviant behavior of
employees.
Originality/ value- The author has expanded the extant literature by answering the recent calls
for research by examining one of the Personality traits, i.e., Psychoneurosis, and its moderating
effect on the relationship between workplace ostracism and work attitude where past research
has mostly focused on examining the moderating effect of the psychological or motivational
construct. With the help of COR theory, the researcher contributes to the literature by
developing a model which explains how psychoneurotic employee perceives ostracism which
influences deviant behavior and diminution the job performance of the employees. In addition,
this research will help managers in dealing with the complex behavior of employees as well as
formulate policies in the new normal phase.

Role of Workplace Informal Learning in Re-Skilling and Up-Skilling of Employees

Dr Antima Sharma, University of Engineering Management, INDIA

HR pioneers are attempting to re-skill and up-skill personnel in order to remain competitive
across the board. The direness of work request learning to be quick and unconstrained. These
progressions within the work are ruining the luxury of learning. Skill is the capacity to
successfully apply one's knowledge and education. Current studies also suggest that casual
learning is the key instead of the customary formal learning techniques followed by the
organizations. Addressing this absence, the study attempts to identify the impactful workplace
informal learning ways which may help to solve these current and future issues. This study
explores the dimensions of the workplace informal learning and its impact on the skills
enhancement of Business Process Outsourcing sector’s employees. The main purpose of the
study is to find out the unrecognized ways of workplace informal learning which takes place
at workplace and its impact on learning of employees.
 Track Name MARK-2 Track Date 17.11.2022/ 16:00 to
17:30
Track Chair Mr Veer

Marketing in Technical era: Artificial Intelligence

Sugandha Sharma and Sahil Dhingra

Artificial intelligence (AI) is accelerating rapidly, with potential applications being

demonstrated across various fields such as business, education, healthcare etc., AI is probably
going to significantly change both advertisers and customers behaviour in the near future. So,
the aim of the paper is to investigate how profoundly AI is used in the field of marketing to
improve customer experience, explore and compare the benefits of artificial intelligence and
analytics and draw insights about the evolution of marketing strategies adopted by other
competitive e-commerce platforms. To improve the awareness of the readers about the
intersection point of marketing and artificial intelligence, an empirical study based on
Qualitative research has been led of the biggest global associations and their reception of AI
advancements has been embraced.

Sustainable Tourism Marketing Beyond 2020: Literature Review and Research Agenda
Mohit Verma, Preeti Kalyan and Punit Moris Ekka

This research work systematically reviews the articles published on marketing of sustainable
tourism during the COVID-19 pandemic. The paper focuses on the current state of knowledge
on marketing of sustainable tourism, identifies the relevant opportunities for successful
implementation and development of sustainability in the tourism industry and provides the
future directions also. Scopus, Google Scholar and Web of Science (WoS) databases were
searched, and 184 papers were identified from 2020-to 2021. Each article was evaluated for
the study's objective, the data collection steps, the data synthesis process, and for the quality
measures. The systematic review findings show an increasing interest in research on marketing
of sustainable tourism adoption post-COVID-19 pandemic in the tourism industry. Our
findings indicate that the marketing applications of sustainability in tourism have been focused
on all the tourism industry stakeholders. The study will be helpful to predict the extent of
current and potential future pandemic effects on the tourism industry. It will also be beneficial
for marketers and policymakers to design new policies aimed at operational sustainability and
capacity building of the tourism industry as an active recovery policy for counter-attacking the
impact of COVID-19 on tourism. Questions that arise, what is the way forward for marketing
such type of sustainable tourism? What is the role of sustainability in tourism to revive the
tourism industry post-COVID-19 pandemic?

Why does consumer avoid and postpone term Insurance? An exploratory study
Sanjna Korpal, Dr. Shiksha Kushwah and Dr Samir Gokarn

Purpose:
Term insurance is a long-term security investment and the purpose of buying is to cover the
future insecurity for the insured. Still the adoption of term insurance is low. Therefore this
study aims to identify the factors that lead to the avoidance of term insurance.
Design Methodology:
A qualitative research methods approach has been used for this study. Total 25 purposive
samples were interviewed. The interviews were audio recorded and transcribed. MAXQDA
has been employed for data organisation and analysis. The data were analysed using grounded
theory procedure.
Findings:
The identified codes were categorised using descriptive approach. Two prominent theories
Adaptive Decision Framework and Decision Avoidance Theory from literature has been
utilised for this purpose.
Research Implications:
The investigation offers a greater understanding of the relevance and importance of the two
theories in understanding the avoidance behaviour in the studied context.
Practical implications
This research would help policymaker to consider wider aspects of term insurance and help
companies to better understand customer decision making dynamics involved in avoidance and
postponement of term insurance. It will help service providers to attract, engage, and retain
the customer’s pool by studying the uncomfortable state of customer avoidance
Academic Implications
From the findings of this study, author adds personal characteristics and social context factors
to this existing literature and widens the academic scope for understanding the customer
avoidance construct. This process also leveraged the adaptive decision-making framework,
which has been an important theoretical paradigm for understanding consumer decision-
making processes. By doing so, it extend the application of this theoretical framework from
consumer decision-making to the perspective of avoidance of consumer behavior. Hence, the
study makes another novel contribution by theorizing and expanding framework to the
consumer avoidance to term insurance literature.

A Systematic review on Enabling technologies of Retail 4.0 influencing customer

experience in branded apparel stores
Pushpesh Pushpesh and Md. Saifullah Khalid

In Today’s digital age, retailers tend to serve customers who are digitally savvy, therefore these
customers are now shifting towards online retailers to make their purchases including apparel.
This shift creates a fear of losing market share in the mind of offline retail stores, this
phenomenon is termed as ‘retail apocalypse'. To maintain their share in the retail market these
offline retailers are bringing in technological upgradation to provide a digital touch to their
customers within the store such that customer experience can be enhanced which may
ultimately lead to maintaining the offline retailers' market share. The purpose of this study is
to fill the research gap by answering the offline apparel retailers that which all Retail 4.0
technologies affect consumers' in-store experience. An extensive literature study is done to
come up with Technologies and showcase the relationship between the different technologies
and the customer experience. The papers are selected with a systematic process and PRISMA
flow is followed for representing the same. The Result findings will help offline Retailers to
decide upon strategic Investment in Modern Retail 4.0 technologies and help them to provide
their customers with a hassle-free experience in their stores.
 Impact of Service Quality Dimensions on Customer Satisfaction of Delhi Metro Rail
Commuters
Vijit Tyagi and Anita Goyal

It is known that due to employment opportunities and better quality of life in urban metro cities,
there is large influx of people from nearby cities, which not only increases the burden on
available public road transport system, but also, creating the problem of increased personal
vehicular pollution, slower mobility due to traffic congestion and parking issues.

In this context, with the recent technological and economic development across the world, each
country tries to improve the quality of life of its population with the implementation of
affordable and sustainable intercity mobility solution in terms of mass rapid transit system
(MRTS). MRTS is a passenger transport system usually comprises of Buses, Monorail, Light
rail, Metro rail, High speed rail system in a given urban area, available for people, who pays a
prescribed fare for moving from one place to another. Metro rail system seems most affordable,
efficient and environmental friendly mode of transport solution among the available MRTS
modes for urban mobility requirement, due to its large passenger carrying ability. Metro
railway normally runs on dedicated fixed route or common track, based on the specific
schedules, with specific stop locations, along the designated lines/routes.

Being a capital-intensive urban transport solution, the adoption of this mobility system majorly
depends upon its financial viability and self-sustainability, so that system works effectively and
efficiently in a long run without any financial support from Government and city transport
agencies. In order to recoup their investment and to leverage the environmental benefits of
Metro rail services, authorities need to motivate widespread use of the service by urban
commuters. In order to achieve this, there is need to analyse and evaluate the factor responsible
for enhancing the customer travelling experience, and thereby, creating customer satisfaction
and intention to choose particular mode of transportation

Literature suggests that satisfaction (Lai et.al 2011; Irtema et al. 2018) of customer, in different
mode of public transport has been greatly influenced mainly by service quality (Lierop et.al.
2016; Jomnonkwao et.al.,2021). Service quality dimensions play an important and vital role in
enhancing the passenger journey experience. Although, Service quality in service industry has
been explored and studied in different context by many researchers in the past, but service
provider needs to establish a sense of trust and confidence among passengers regarding service
quality. Service quality is considered as a multidimensional construct (Cronin and Taylor,
1992; Gronroos, 1990; Parasuraman et al., 1985, 1988). The Literature review clearly indicates
that besides five service quality dimensions as per SERVQUAL framework (Parasuraman et
al.,1988), there are some additional dimensions such as comfort, connectivity, and convenience
that are effective for assessing service quality for the public transport industry, which in turn
influences satisfaction of commuters for making their travelling choice. (Cavana et.al., 2007;
Imre et.al., 2017; Petnji et.al., 2014; Morton et.al., 2016). It is therefore not only important to
explore the dimensions of service quality responsible for creating satisfaction among
customers, but it is also essential to identify different constructs of service quality for develop
an effective and efficient service offering for the customers.

Delhi Metro, being a largest and busiest metro network of the country is considered for this
research to explore the influence of services quality parameters, that are responsible for
creating customer satisfaction and thereby delighting journey experience for its continual usage
in future to develop a sustainable and affordable mobility solution.
The main motivation of this research is to determine the following objectives, which are also
based on detailed literature review:
• To understand the impact of service quality dimensions on the satisfaction level of
Metro rail commuters.
• To identify the service quality dimensions that have greatest impact on commuter’s
satisfaction and are of high priorities for improvement, in order to develop a satisfying set of
offering for Metro rail commuters to increase ridership and sustainable growth.

This research involves survey of only Delhi metro rail commuters, to collect the random
responses through the close-ended questionnaire, with existing scales, that have been shown to
be reliable and valid for similar research, to identify the dimensions of service quality that are
responsible for creating customer satisfaction and impact of these dimensions of service quality
on customers travelling mode preferences which in turn promote metro usage as a preferred
mode of transport.

Determinants of Consumers’ Behavioural Intention Towards Formal Recycling of

Obsolete Mobile Phones: An Evidence from Karnataka State, India
Shailesh Prabhu N, and Ritanjali Majhi

Due to drastic innovation in the electronic industry, the usage of various kinds of electronic
equipment, especially mobile phones, has increased to a great extent. Globally, as of January
2022, there were almost 5.31 mobile phone users (Kemp, 2022). When it comes to India, there
were nearly 1.2 billion mobile phone users (IANS, 2021). In Karnataka, as of March 2022, the
number of wireless telecom service subscribers was 64.67 million subscribers (TRAI, 2022).
Mobile phones have a relatively lesser in-use lifespan when compared to various other
Electrical and electronic equipments (EEE) (Abbondanza & Souza, 2019). This has contributed
to a massive increase in the generation of E-waste throughout the world. Due to this, E-waste
has turned into one of the most rapidly raising categories of waste in the world (Vaish et al.,
2020). As per the rough estimation by Karnataka State Pollution Control Board (KSPCB), the
amount of E-waste produced in Karnataka was 100250 metric tonnes (Thakur, 2022). Adoption
of unscientific methods to recycle E-waste can contribute to the adverse impact on the
environment and human health (Vaish et al., 2020). Furthermore, it also transforms into an
obstruction to metal recovery (Sarath et al., 2015). Hence opting sustainable options to discard
obsolete/ end-of-life mobile phones is very much essential (Prabhu N & Majhi, 2022). Among
the 3Rs (Reduce, Reuse, Recycle) of sustainability, this study mainly focuses on recycling, i.e.,
handing over obsolete mobile phones by consumers/users to the formal recycling sector. This
study was mainly undertaken to assess the role of various factors on a certain mobile phone
user’s behavioural intention to hand over his/her obsolete mobile phone for formal recycling.

2) Theoretical framework and hypotheses

During previous researches by other researchers, various theories and models were proposed
to assess the connection between various factors and recycling behaviour. For the present study,
the Theory of Planned Behaviour (TPB) by Ajzen (1991) has been adopted. The TPB model
has further been extended by including a few more additional factors.
The theoretical framework includes TPB factors like recycling attitude, subjective norms/social
pressure, perceived behaviour control (PBC) and the behavioural intention to hand over
obsolete mobile phones for formal recycling. Here, PBC includes variables like recycling cost,
recycling convenience, and the perception towards informal recycling (Wang et al., 2016). All
three of these PBC variables are considered as separate variables to obtain a further deeper
understanding of the role played by these factors. The TPB model has further been extended
in this study by including additional factors such as ascription of responsibility, past recycling
experience and risk perception. Here risk perception is mainly regarding the consumers’
perception regarding information security concerns that can arise during the formal recycling
of their obsolete mobile phones. The behavioural intention has been considered the only
dependent variable, and all the remaining factors were considered independent variables.
Based on the literature review as well as the consideration of the above-mentioned variables,
the following hypotheses were developed:
H1: Recycling attitude positively influences the consumers’ behavioural intention.
H2: Social pressure positively influences the consumers’ behavioural intention.
H3: Cost of recycling negatively influences the consumers’ behavioural intention.
H4: Convenience of recycling positively influences the consumers’ behavioural intention.
H5: Perception towards informal recycling negatively influences the consumers’ behavioural
intention.
H6: Ascription of responsibility positively influences the consumers’ behavioural intention.
H7: Past recycling experience positively influences the consumers’ behavioural intention.
H8: Risk perception negatively influences consumers’ behavioural intention.

3) Data and methods

A structured questionnaire was developed to collect data from mobile phone consumers/users
who are of age 18 and above. Our survey scope included Bengaluru, Hubballi-Dharwad, and
Mangaluru cities of Karnataka state, India. Finally, a total of 548 questionnaires were obtained.
While screening, it was found that only 529 questionnaires were fully filled questionnaires.
Then the responses received through these 529 questionnaires were uploaded in IBM SPSS
23.0. Then the standardized Z-score values for each response under each construct were
calculated. Those respondents whose responses with standardized z-score being more than
+3.29 or less than -3.29 were considered outliers (Tabachnick & Fidell, 2014). So overall, there
were 8 outliers. Hence only 521 respondents were considered as valid respondents for further
analysis. Out of these 521 respondents, 390 respondents were from Bengaluru, 80 respondents
were from Hubballi-Dharwad and 51 respondents were from Mangaluru.
After consideration of 521 respondents, Exploratory Factor Analysis (EFA) was performed
using IBM SPSS 23.0, and then Structural Equation Modelling (SEM) was carried out using
IBM SPSS AMOS 23.0.

4) Data analysis and results

4.1) Measurement model analysis
Initially, we conducted EFA to verify the initial scale. The KMO value was found to be 0.837,
which is above the minimum value of 0.5 (Malhotra & Dash, 2016). The P-value received
through Bartlett’s Test of Sphericity was less than 0.01. Then principal component analysis
was performed, and it was found that all the retained factors were equivalent to the original
scale that was developed. Cronbach’s alpha value of each factor was found to be above 0.8.
This portrays that the scale has good reliability.
Then, SEM was conducted. Initially, the convergent validity was verified. Factor loadings of
all the items were above 0.5, composite reliability of all the constructs was found to be above
0.6, and Average Variance Extracted (AVE) of all the constructs was found to be above 0.5.
Hence convergent validity criterions got satisfied (Malhotra & Dash, 2016).
Then the fitness of the model was also verified. Various model fit indices such as GFI, CFI,
NFI, and TLI were found to be above 0.90. RMSEA was 0.040, which is below the threshold
limit of 0.06 (Hu & Bentler, 1999), and CMIN/DF was 1.850 which is below the threshold
limit of 3. Hence the evaluation benchmarks for the overall fitness of the SEM model have
been satisfied.
4.2) Structural model and hypotheses testing
All eight hypotheses were tested. It was found that the recycling attitude, ascription of
responsibility, and past recycling experience positively influence behavioural intention, with
recycling attitude being the most positively influencing factor. Thus, hypotheses H1, H6, and
H7 were supported. Social pressure and risk perception negatively influence behavioural
intention. Here H2 was not supported not because of lack of significance but because it was
found that subjective norms negatively impact behavioural intention, with standardised
regression weight and p-value being -0.104 and 0.44, respectively. But H8 has been supported
as risk perception negatively influences behavioural intention. PBC factors like recycling cost,
recycling convenience, and perception towards informal recycling were found as insignificant
factors while influencing behavioural intention.

5) Conclusion
Considering the serious issues with regards to the recycling of obsolete mobile phones, this
article studies the various factors influencing behavioural intention to hand over obsolete
mobile phones for formal recycling. Based on the findings, we propose certain suggestions:
first, there should be constant efforts from the relevant stakeholders, such as the mobile phone
manufacturing companies, E-waste collection as well as recycling organisations, governments,
etc., to further more increase the recycling attitude as well as the ascription of responsibility.
This will be helpful to develop a positive mindset in the mind of the people to hand over their
obsolete mobile phones for formal recycling. Second, if more consumers hand over their
obsolete mobile phones for formal recycling, it will increase the possibility of them opting for
formal recycling. Hence, efforts should be increased to motivate even those users who have
never handed over their obsolete mobile phones for formal recycling. Third, as consumers’ risk
perception when it comes to the misuse of information present in mobile phones has become
an important issue, it is very much essential to address the privacy of the consumers. So, the
government should pass and implement stricter laws to prevent the misuse of information by
various parties that are involved in take-back processes as well as those parties that are involved
in the recycling of E-waste. Apart from this, there should be efforts from the side of mobile
phone manufacturers as well as E-waste collection and recycling organisations to educate the
people regarding how to format their electronic devices completely. Apart from this, they
should also be educated to reduce the various susception that they have in their mind regarding
the misuse of the information. Lesser number of people giving their obsolete mobile phones
for formal recycling has turned into a very serious concern from the ecological, human health,
and circular economy perspectives. Hence, there still exists room for further more researches
that can contribute to sustainable waste management.

A Critical Review on The Reasons for Adoption of Social Media Marketing Practices by
MSME's
Tafheem Bashir, Manav Rachna International Institute of Research & Studies, Faridabad
Dr.Amandeep Dhaliwal, Manav Rachna International Institute of Research & Studies,
Faridabad

Owing to global research, Micro, Small, Medium Enterprises (MSMEs) use social media (SM)
that tends to modify how organizations work. Micro, Small, and Medium Enterprises (MSMEs)
are playing a vital role in the Indian market especially with their contribution to the GDP. After
China, it is the world's largest base. According to government estimates, the country has
roughly 63.05 million micro-enterprises, 0.33 million small firms, and around 5, 00,000
medium businesses.
As a result, in the present day scenario, especially in the current digital age, wherein we are
observing a radical change in India towards digitalization there is a need for an assessment of
the factors that influence MSMEs' adoption of social media in India. This paper examines the
various factors that lead to the adoption of Social Media Practices by various MSME’s units in
the Indian Context. The goal of this study is to look into the factors that lead to the adoption of
social media, the purposes for which it is primarily used. The methodology adopted in the study
is based on a review of 30+ research papers that were carried out at databases like SCOPUS,
EBSCO, ProQuest, Google Scholar to reach the relevant papers in addition to the reports,
newspapers, magazines, various websites and the information on the internet have been studied.
It is validated that we all are very closely associated with WhatsApp, Facebook, Twitter,
Instagram, Pinterest, etc. and the increasing use of social media is creating new opportunities
for digital marketers to attract customers through a digital platform.
Some of the factors that have been found in the study, which lead to the implementation of
Social Media Practices by MSME’s are; Perceived Usefulness (PEU). Perceived Ease of Use
(PEOU), Compatibility (COM) and Facilitating conditions (FCO), Cost (COST).
 Track Name STRAT-2 Track Date 17.11.2022/ 16:00 to
17:30
Track Chair Dr. Akanksha Upadhyaya

Bouncebackability of Sustainable Indian Companies from Covid Crisis

Amisha Gupta, The Business School, University of Jammu, India
Shumalini Goswami, The Business School, University of Jammu, India
Muskan Gupta, The Business School, University of Jammu, India

Climate change is the most pressing and significant ecological concern (Stern, 2008). Climate
change-related occurrences, such as rising temperatures and sea levels have a direct impact on
the financial system and the economy as a whole (Rao, 2021). This has been further aggravated
by the emergence of Covid-19 pandemic resulting into global financial as well as economic
crisis. Stock markets exhibited increased volatility during the pandemic depicting a direct and
a positive relationship between market volatility and the number of Covid-19 cases.
Consequently, the emphasis of the financial system is shifting from short-term profit generation
(Friedman, 1970) to the creation of long-term value (Tirole, 2017). Long-term benefits of
resilience through sustainable business practices lead greater survival rates as a result of the
sustainable firms' ability to bounce back from shock (Ortiz-de-Mandojana & Bansal, 2015).
The present study aims at finding out the resilience of Indian ESG stocks during the Covid-19
pandemic by analyzing the financial performance of Top ten Indian Companies with high ESG
scores. The performance of the high rating ESG stocks is compared with that of stocks scoring
low on ESG ratings during 2012-2022. The study also compares the financial performance of
Top 10 ESG companies in pre-Covid era and after the emergence of Covid-19 pandemic. The
findings of the study are relevant to investors, portfolio managers, financial advisors, as well
as researchers.

Modelling entrepreneurial decision-making problem

Shashi Bhushan Kumar, IIT Madras, India
Nandan Sudarsanam, IIT Madras, India

Decision-making and strategy formulation is central to success and failure of an entrepreneurial

venture and acquiring sustained competitive advantage. NK-modelling is a mathematical
framework posited in the literature for searching complex combinatorial spaces for strategy
formation, but it requires the payoff structure and outcome associated with choices made to be
known a priori. In entrepreneurial settings, where young firms are competing in nascent or
growth-oriented markets or established firms are using innovation driven strategies to compete,
inherent causal ambiguity renders NK-modelling unusable. We use a setting of contextual
bandits to model a sample of entrepreneurial decision-making problems pertaining to strategy
formation, as it allows for encoding prior knowledge into the model and obtain additional
information required for decision-making from experimentation.

Transformation of generations: To bridge the gap for organizational sustainability

Madhura Gudise, KES Shroff College of Arts and Commerce, India

The organization's personnel are the sole determinants of organizational sustainability. In most
current workplaces generations includes Gen X – born between 1965 and 1980; Gen Y
(Millennials – born between 1981 and 2000. In each workforce, generation represents varied
professional knowledge and carries its own working values & ethics. Xers were handling all
work manually and the learning method was completely classroom-based but Millennials were
tech-savvy having grown up with technology. They prefer to communicate through e-mail or
text messaging and prefer webinars and online learning to traditional lecture-based
presentations. When surrounding were getting familiar with the millennial generation, a new
generation – Gen Z is all set to enter the workforce! The tech-savvy Gen Z brings their
requirements and goals. Generation Z, also called zoomers, is the demographic cohort born
between 1995 – 2010. Generation Z grew up with the latest technology where machines have
replaced humans in many tasks, Generation Z has different work ethics and work values (based
on Intrinsic, Extrinsic, and social) which help to run the organization smoothly. The research
purpose is to explain how new techniques or working methodologies can change the quality
and productivity of the organization. This paper aims to understand the transformation from
gen X to gen Z and the impact of changing methodology that generation Z is using for
organizational development and how modern way of techniques are used for the growth of the
organization. This research, therefore, has a thematic, explanatory as well as descriptive
research design and it examines the role of Generation Z from the existing literature so that
organizations can foresee and build workplaces suitable for them which in turn will impact
organizational sustainability and growth.

Effect of Pandemic on E-Education Industry

Anupama Singh, United University,Allahabad, India
Dr. Vishnu Prakash Mishra, United University,Allahabad, India

The corona virus pandemic has halted life all over globe and has resulted in the largest
disruption of education in evolution of mankind. As per an UNESCO report ~ 1.6 billion
learners had experienced difficulties in their conventional method of education due to
pandemic after March-2020.
Almost all schools and colleges of our country were closed after various guidelines by the
Indian government from October 15, 2020 after complete lockdown imposed in March, 2020.
This created a huge vacuum in education sector of India
To make classes functioning e-educational industry have to synchronise with digital demand
which resulted in an unwitnessed surge of internet based education, thus resulted in a “sellers’
market” in e-educational industry.
The Ed- tech industry in India witnessed a pump of approximately one billion USD by investors
in 2020. E-learning industry across the globe accomplished investment of `USD 253.0 billion
in the year 2021 and same is predicted to increase by almost USD 70 billion in the next
following years. Before pandemic and initial stages people were digitally deprived which
pushed students to opt for the digital mediums and lessons in lockdowns. This sudden shift
because of the Covid-19 has boosted the digital experience of education.
The Ed-tech sector had seen a humongous inward cash flow of investments in the year 2020.
The two top torch bearers of Indian E-education providers ; Byju’s and Unacademy which are
based on the “Freemium model” and have received massive inflows of fund in pandemic time.
India’s own and the highest valued BYJU’S with `5.5 million annual paid subscribers, have
able to receive approximately 1 billion USD worth of funding in the pandemic year. Byju’s
had also bought White Hat J for USD 300 million in August- 2020.The growth of Unacademy
during this year was nearly nine-fold.
Even though vaccines for Covid-19 have arrived, the education institutes were very
apprehensive and continued digital learning in their teaching method. The prime motivating
tools for the education industry during the 2020-2021 has been the state of the art technologies
like Machine learning and artificial intelligence which was favoured by many institutes that
made E-learning more adoptive, stretchable, and responsive. This has digital mode of education
had enabled students to understand their courses better.
Zoom, MS Teams was the preferred application for the online learning. Face book and
YouTube were the most preferred social media platforms for the learning.
Thus, the COVID -19 has enabled educational institutions to adopt innovative technologies to
deliver content and impart education. In future there would be blended learning model, the
conventional class room education, digital learning or mix in the future. The pandemic has
already transformed the world and society and these positive effects can be witnessed on the
education sector which are testimonials of its embracement.

Youth Unemployment in Bhutan

Dawa Lhadon, Sharda University, India
Mridul Dharwal, Sharda University, India
Pooja Singh, Sharda University, India

Many factors have resulted in an unprecedented rise in the unemployment rate in Bhutan. The
challenges of unemployment gained popularity in the nation in 1990s when the nation
addressed its socio-economic development and concern over expanding figures of population
and youths. Consequences of youth unemployment are not impermanent if not addressed in
the early stage but it generates staggering and unforeseen effects in a nation, its effects are felt
with a ‘ripple effect’. This research paper examines the origin and causes of youth
unemployment, the probable consequences, and eventually explains and discusses
interventions and strategies to curb this pressing issue. Since it is national chaos, it needs to be
addressed jointly by all the stakeholders.

Assessment of Environmental Perspective of the Workforce in India Using Analytical

Hierarchical Process (AHP)
Soma Sinha Sarkar, Indian Institute of Social Welfare and Business Management (IISWBM),
India
Jhumoor Biswas, Indian Institute of Social Welfare and Business Management (IISWBM),
India

The pursuit of environmental sustainability has taken center stage in terms of doing business
and it continues to become more salient in organizational relevance. It is acknowledged by
various researchers that the increasing pollution of land, air and water and decreasing natural
resources is caused by anthropogenic afflictions (Lehman and Geller, 2004). As a result, the
governments of many countries have put in effort to create policies to reduce greenhouse gas
emissions (GHG), restrict industrial pollution and preserve natural resources. We as human
beings are responsible to inspect which factors have an impact on sustainable behavior and
subsequently how to enhance it. Encouraging environment positive behavior amongst the
workforce helps in reducing the problem because employees adopting ‘green’ behavior are
expected to simulate it in all walks of life. Due to the environmental harm caused by adverse
organizational actions it becomes imperative to find out ways of increasing the pro-
environmental behavior (PEB) of employees at their workplaces. A proactive approach to
adopt environmental management practices is the need of the hour.
This paper attempts to assess the environmental awareness, environmental attitude and PEB of
the workforce across industries using a composite index to benchmark their performances in
this regard. Analytical hierarchical process (AHP) shall be used to assign the relative
weightages to the above parameters.
Random sampling technique has been used to collect data and Likert scale used to note the
responses. Primary data has been gathered with the help of adapted versions of the
questionnaires. The theories of Partanen – Hertell et al. (1999) and the value-belief-norm
(VBN) by Stern (2000) have been referred to while building the research instrument.
Preliminary results indicate that with regards to environmental awareness and attitude, the
employees of the ‘Financial Services’ and ‘Information Technology’ industries score the
highest and for PEB same conclusion can be drawn. It has also been found that with respect to
environmental awareness, attitude and PEB a little more than 50% of the workforce are
compliant.
With a growing pressure on organizations to exhibit transparency of the impact of their
business operations on the environment, this study shall prove useful to set standards and make
the necessary changes.

Deciphering employer branding through thematic analysis: An exploratory study on

select companies
Neelam Dhall, Jagan Institute of Management Studies, India
Disha Garg, Rukmini Devi Institute of Advanced Studies, India

Purpose: To explore employer branding through thematic analysis using a detailed study of
select companies.

Methodology: This study is qualitative in nature and uses exploratory research design wherein
interviews of 15 corporate professionals practicing employer branding across different sectors
were taken to examine/investigate the activities undertaken for employer branding in their
respective organizations. The themes were identified with the help of Thematic Analysis and
the software used for this purpose was QSR NVivo software.

Findings: The companies are conducting different set of activities for better attraction of
candidates with the better engagement of existing employees in terms of retaining them better.
Also, the employer branding activities done by the organizations are focused and customized
as per the generations. They conduct and plan different set of activities as per the generational
needs and aspirations.

Research Limitations: The present study is limited to 15 interviews; future research can
undertake more interviews to provide more comprehensive insights.

Originality: This paper is a first attempt at examining the understanding of employer branding
among corporate professionals and examining the activities that are undertaken for employer
branding in their organizations through thematic analysis.
 Track Name FIN-2 Track Date 17.11.2022/ 16:00 to
17:30
Track Chair Prof Satish Kumar

Digital Financial Literacy of Entrepreneurs and its Role in Building Sustainable

Business Models
Rashika Kumari;Ritu Bharti ; Prof. Vinod Chandra Sharma
H.N.B Garhwal University, Uttarakhand

Understanding the foundations of sustainable competitive advantage for organisations has

become a prominent research area in the fields of entrepreneurship. To gain an edge over the
rivals, firms should possess critical, tangible and intangible resources to create a sustainable
comparative advantage. Entrepreneurs who are the strategic resources of the firms, must
possess rare, inimitable and nonsubstitutable resources as per the Theory of Resource Based
View to stay ahead in the competition which is becoming cut throat day by day (Barney 1991).
One of the dynamic capabilities that an entrepreneur must possess is Digital Financial Literacy
which is an extension of financial literacy. Entrepreneurs must be equipped with sound
financial knowledge of various financial products and services, financial terms and
terminologies, risk diversification, cash management and debt management so that they can
exploit the opportunities by making sound decisions present in the business environment
(Barte, 2012). According to a study conducted by Standard & Poor Global Financial Literacy,
76 per cent of Indian adults lack financial awareness. Financial Literacy Survey Financial
Literacy positively impacts entrepreneurial performance (Eniola and Entebang. 2017), firm
sustainability (Munyuki and Jonah, 2021), growth (Bongomin et al., 2017), risk propensity,
innovation (Liu et al.2020), access to finance (Anshika and Anju Singla 2021), competitiveness
as the aforementioned relationships have been empirically validated. Entrepreneurs are the
wealth creators of the nation, also they use the national resources so they should have adequate
financial literacy as their financial illiteracy can cause devastating repercussion and a domino
effect on other industries in the financial ecosystem for instance, if an entrepreneur is not able
to manage the business funds properly, it may result in diversion of funds, NPAs,
embezzlement, excessive debt levels, emergence of financial technology, financial shocks as
witnessed in Covid-19 pandemic which may affect other business structures, say huge NPAs
can affect banking sector. The extant literature reveals that there is no standardized definition
of digital financial literacy but it discusses key dimensions of the aforementioned resource.
First pillar on which digital financial stands is knowledge of digital financial products and
services, second pillar is awareness of digital financial risks, third pillar is knowledge of digital
financial risk control and fourth is knowledge of consumer rights and redress procedures (G20
2019). Financial literacy is an important tool that every entrepreneur must have in their
economic toolbox in the present digital age (John Hope Bryant). Several initiatives such as
Demonetisation, Digital India were taken by Government of India to equip its citizens with
digital infrastructure. Covid-19 pandemic has also accelerated digitalisation as per RBIs
Annual Report 2020-21, where total digital transaction volume in 2020-21 was 4,371 crore,
which clearly marks the need for all entrepreneurs to be digitally financially literate in order to
reap the benefits. As technology makes deeper inroads into the business environment,
entrepreneurs must be digitally financially literate so that they can leverage their digital skills
to enhance business performance
The present research works attempts to assess the digital financial awareness among small
business owners in Garhwal Region of Uttarakhand. The authors have selected small business
owners as respondents as they constitute more than 95 per cent of the economy, employment
creation, in Garhwal Region. Also, the study highlights the barriers faced by small business
owners in embracing digitalisation in their respective businesses. The study adds to the existing
literature in two-fold ways, firstly, the concept of digital financial literacy is an emerging
multidimensional concept, every entrepreneur should embrace the change keeping in view the
sophisticated business environment. The authors have presented the case on the first dimension
that is the digital financial awareness among small business owners. Secondly, the authors
explore the constraints faced by small business owners while switching to digitalisation,
drawing attention of strategy makers to address to the constraints faced by the entrepreneurs.

Predicting the Bankruptcy of Indian Manufacturing Companies Post IBC Using

Machine Learning Techniques
Simrat Kaur, Research Scholar, Amity University, Noida, Uttar Pradesh
Dr. Adarsh Arora, Associate Professor, Amity University, Noida, Uttar Pradesh
Dr. Anil Kumar Goyal, Associate Professor, Maharaja Agrasen Institute of Management
Studies, New Delhi

Purpose: There has been a sudden increase in bankruptcies in the past few years. One of the
largest contributions to the country’s GDP is by the manufacturing industry. A country’s
development and growth are reflected by its GDP. More and more bankruptcies in the
manufacturing industry will impact the country’s GDP drastically.
Main purpose of this paper is to do a comparative analysis of various predictive models of
bankruptcy to suggest the best model with highest accuracy for bankruptcy prediction.

Methodology/ Approach: Various machine learning predictive techniques are applied in this
paper. Machine learning techniques used in this paper are Logistic Regression, Decision Tree,
Artificial Neural Networks and Random Forest. A comparative study is done with the variables
used by PCA and without PCA. Total of 15 financial variables selected from previous studies
and a comparative study being done using those variables.
IBBI database is used to collect information of bankrupt companies from 1st April 2017- 31st
March 2020. Three years prior data of 70 companies (35 bankrupt, 35 non bankrupt) is
collected from the annual reports of the companies.

Contribution: This paper contributes to the previous study on bankruptcy. Very limited study
is available on bankruptcy prediction after the implication of IBC. Most of the studies in India
on bankruptcy prediction used logistic regression or ANN due to their high usage in bankruptcy
prediction and high accuracy. Very limited studies used decision tree based techniques for
bankruptcy prediction in India.

Limitations: One of the main limitations of this paper is that only financial variables being
considered for research. In recent studies not only financial variables but other variable such
as corporate governance indicators or macro-economic variables are also being considered.
Another limitation is that bankruptcy study is needed in other industries also as this paper only
focuses on manufacturing industry.
 Strengthening the policy and regulatory framework guiding Financial Technology in
Kenya
Rodgers Anyanga,University of Mauritius
Bhavish Jugurnath,University of Mauritius
Jackson Maalu,University of Nairobi

The introduction of mobile money particularly M-pesa in Kenya in 2007 and similar financial
products, marked a great milestone that put the country on the World map on financial
innovation and inclusion path. These developments are in line with Kenya Vision 2030
development aspirations as well as the Sustainable Development Goals 8.3 and 9.
Subsequently, the gap in financial exclusion has since narrowed from 74 per cent in 2006 to
16.3 per cent in 2021. Following innovations built upon mobile and digital platform’s
infrastructure, rapid developments in Financial Technology have occurred. These innovations
have yielded rapid growth in the Fintech ecosystem in Kenya characterized through payments,
digital banking, digital credit, InsurTech, assets and wealth management, equity crowdfunding
and cryptocurrencies. Since the inception of mobile money, the regulatory regime around it has
followed a ‘test and learn’ approach which has also been extended to developments in Fintech.
While this may be so, rapid innovations in fintech is a cause to remain alert and requires an
agile regulatory framework to keep up with the ever-evolving products and services as well as
the opportunities and threats that arise. In addition, while acknowledging that Fintech is still
fast evolving across the World, some regimes have made milestones in regulation.
Subsequently, drawing evidence-based lessons from such will be useful in strengthening the
current regulatory framework in Kenya. Further, considering the novel nature of Fintech across
the World documenting evidence of regulation in the sector is vital in providing information to
developing regimes and contributing to growing knowledge on the same. Inspired by the
aforesaid, the study seeks to carry out a policy and regulatory review of the framework
supporting the fintech ecosystem in Kenya. This will entail a review of policies and legislations
in Kenya and a further review of studies and relevant publications entailing fintech in general.
Further, the study will seek to draw lessons from case studies of some aspirator and comparator
regimes on fintech regulation at global and regional level. Some of the established countries
for consideration at global level include: the United Kingdom, the United States of America,
China, Singapore, Australia, and India. At regional level, the study will review countries such
as South Africa, Nigeria, Mauritius, Egypt, and Rwanda. Initial findings show that the
regulation of the Fintech industry in Kenya is sector specific particularly in financial services
sector where the core financial activity provided is addressed without concentrating on the
technology deployed in offering the service. For instance, payments and digital credit are
regulated by the Central Bank of Kenya, InsurTech is under the purview of the Insurance
Regulatory Authority while the Capital Markets Authority oversees regulation in the assets and
wealth management segment. Cross cutting regulation issues include data protection and
privacy, cybersecurity, consumer protection and anti-money laundering and Know Your
Customer (KYC) provisions. In addition, to encourage growth in capital markets and insurance
products, regulatory sandboxes have been established within the Capital Markets Authority
and Insurance Regulatory Authority.
Uncovering prediction of return and volatility of select economies: An insight of COVID
19 outbreak and RUSSO-Ukraine Evasion
Gaytri Malhotra and Dr. Tv Raman
Amity University, Noida

Purpose – Investing in emerging economies is one of the lucrative and attractive avenues for
both domestic and foreign portfolio investors. As the stock market is considered a barometer
of the economy, the risk is also hidden in this investment alternative due to which investors
want to predict return and risk to skip such fluctuations. Hence, we carry on this study using
an ARIMA and GARCH (1,1) model to analyze the return and volatility prediction of eleven
stock indexes of select economies. Finding out the impact of Covid-19 and Russia-Ukraine
evasion on the stock market volatility of the key contributing countries is the main goal of the
current study. To measure the intensity of volatility and returns, we specifically analyze time-
varying return and volatility indexes. Through time series analysis, we take structural variation
in the data into account. We examine the data for the period between December 31, 2019, to
June 23, 2022, because it encompasses both the impact of the Covid-19 outbreak and Russia-
Ukraine evasion.
Design/methodology/approach- This paper attempts to unravel the prediction of return and
volatility of select stock exchanges. The select stock exchanges are CSI 1000(China),
GDAXI(Germany), FTITLMS(Italy), AEX(Netherland), KS11(South Korea), WIG
20(Poland), CAC 40(France), BSESN(India), N225(Japan), NDX(US), IMOEX(Russia). The
time frame of the database for this study ranges from 31st December 2019 to 23rd June 2022.
We select these countries on the basis of the nations with the most verified number of COVID-
19 cases. Additionally, these countries are also affected by the Russia-Ukraine evasion 2022.
Due to their substantial imports from Russia, these nations are most impacted by the evasion
in Russia and Ukraine. Out of these 11 nations' various stock indices only the most compelling
indices, which can accurately reflect their genuine position, are chosen. This period of time
was chosen because it thoroughly examines all the repercussions of the two crises. During this
time, significant ups and downs may be observed as a result of COVID-19 and the Russia-
Ukraine War. We examine daily data because it more accurately depicts the characteristics of
return volatility, which are sometimes overstated or understated when utilizing weekly or
monthly measurements.
Findings- As regards ARIMA, it reveals that the stock return of only five out of eleven
countries is predictable following different autoregressive and moving average orders.
Referring to the GARCH (1,1) result, we observe that both ARCH (aplha1) and GARCH
(beta1) are significant in each series. It indicates that each stock market captures new
information and there is volatility persistence in these markets. Additionally, it also reveals that
the Chinese stock market has fast decay of volatility comparatively as its summation of alpha1
and beta 1 is higher than the rest of the stock markets. To represent differently, the total shock
persistency is highest in Russia's stock return and lowest in China's stock market because of
the highest and lowest parameter sums respectively.
Practical implications– This paper furnishes insights to investors, portfolio managers, and stock
market analysts to take investment decisions based on predicted return and risk. This paper
provides policy implications for both investors and portfolio managers twofold. First, as the
return of five stock markets is predictable, investors and portfolio managers can invest or park
their funds depending on the forecastable return of the concerned economies. If they think that
the forecastable return is higher, they can invest otherwise they may hold or withdraw their
invested amount. Second, the Russian market has higher volatility persistence due to which
volatility can linger. Based on it, stakeholders of the market can avoid this market for
investment purposes.
 Fintech in the COVID-19 epoch: The adoption and future of contactless payment
technology of a cashless society
Bhavish Jugurnath; Navima Jhurry ;Roucheet Bissessur
University of Mauritius

This study aims to investigate the role of fintech during the COVID-19 outbreak in the
predicting the adoption of contactless payment technology. The study adopted a quantitative
research methodology to scrutinise the data collected and a questionnaire-based survey was
administered to people around the world through social media platforms like LinkedIn and
Facebook and 274 responses was collected. For the analysis, the proposed model's reliability
was verified using confirmatory factor analysis (CFA) whereby the ten study constructs were
tested individually, and it was followed by structural equation modelling (SEM). The findings
showed that the benefits of using contactless payment technology influencing UTAUT’s
performance expectancy are availability, variety and economy. Factors influencing effort
expectancy of UTAUT are security, availability and economy. Therefore, it shows that
performance expectancy and effort expectancy for technology acceptance varies with different
technology benefits. As for the factors of the UTAUT model, 3 of them which are performance
expectancy, social influence and facilitating conditions are positively significant with the
adoption of the technology amidst the COVID-19 pandemic. In terms of the use of contactless
payment technology during COVID-19, this study presents a new paradigm

Does the Institutional environment affect Non-Performing Assets? Evidence from

Developing Countries
Shikha Goyal,Amity University, Noida
Jaya Mamta Prosad,Amity University, Noida
Nandita Mishra,Linkoping University, Ostergotland, Sweden
Nikita Singhal,IIMT Univrsity, Meerut

This study empirically analyses the determinants of nonperforming assets (NPA) and the
potential impact of both business and institutional environments on the credit risk exposure of
banks in developing countries. The author applied panel regression methodology to establish
the relationship between Bank specific, macroeconomic factors and institutional environment
nonperforming assets on country-level data of Developing countries for the period spanning
from 2010 to 2020. The long-held theory that NPAs cause economic growth is tested using the
Panel Granger causality test. Panel cointegration tests were further applied to look at whether
there is a long-term relationship between the two variables. The findings of the study indicated
that loan defaults often occur at a lower rate during periods of high economic growth, which
consequently leads to reduced amounts of non-performing assets. Higher financial
development/intermediation also helps in reducing the level of nonperforming assets due to a
rise in banking resources. A bigger banking sector should be more stable than a small banking
sector if a strong systemic risk regulatory framework is in place. Finally, the present research
shows how crucial the institutional environment is in enhancing banks’ credit quality. NPAs
are significantly decreased in developing nations when there is greater control of corruption,
strong regulatory quality, better application of the rule of law, and freedom of speech and
accountability.
 Track Name IS-2 Track Date 17.11.2022/ 16:00 to
17:30
Track Chair Sujeet Sharma

Digital Transformation in Indian Higher Education Institutions: Demystifying the Way

Forward
Nitin Kumar Saxena, Jaipuria School of Business
Ritu Saxena, ABES Business School

The continuous emergence and evolution of digital technologies lead to innovations in business
models. It has both challenges and opportunities to change the business process both internally
and externally of any sector including higher education institutions. There is visible evidence
of a wide gap between the resources and the available capabilities to manage this change.
Digitalization in higher education institutions is challenging due to varied hierarchical
structures, which makes the implementation of a digitalization strategy complex and slow.
Higher education institutions have to face the challenges of digital transformation associated
with uncertainties which further increase when speculations are made far from reality.
Demystifying the way forward is critical for HEIs to make the right and feasible decisions to
live and flourish in the future. This research attempts to explore the impact and concerns that
arose due to digital transformation in Indian higher education institutions. The results are
presented around the three dimensions of business model innovation i.e. value creation, value
proposition, and value capturing. Also, a theoretical model is presented on which further
empirical study will be conducted. The paper contributes to addressing the challenges, myths,
and key determinants of digital transformation in Indian higher education institutions and the
way forward. The paper has implications for researchers, academicians, policymakers, and
practitioners.

Digital Well-being in the Era of Digital Transformation: A Bibliometric Analysis

Surbhi Ghai, Central University of Jammu
Jaya Bhasin, Central University of Jammu

The increased penetration and adoption of digital technology in the lives of individuals raised
concern about the impact of ongoing organizational and global digital transformation on an
individual’s digital well-being. This study aims to analyze the state of research in the area of
digital well-being. A bibliometric analysis was conducted on 774 papers for the period 1998-
2022. The performance analysis and scientific mapping are used to provide a clear
understanding of the scope of conducting research in the field of digital well-being. The data
set was retrieved from Web of Science and Dimensions databases, which were further analyzed
with the help of Bibliometrix R and VOSviewer. The study found a substantial increase in
research in the area of digital well-being, where country-wise production and cross-country
collaborations are also increasing for the ongoing timeframe (2017-2022).
 Factors influencing the adoption of mobile health technology: A post-pandemic
perspective
Anushka Goel, Guru Gobind Singh Indraprastha University
Prof. Udita Taneja, Guru Gobind Singh Indraprastha University

"Introduction- With the Covid-19 pandemic, the acceptance and adoption of mHealth have
significantly improved, individuals are readily accepting mobile health apps including both
fitness and non-fitness consultation apps for remote monitoring their health and for connecting
to physicians. Digital health technologies like eHealth and mHealth can help the healthcare
sector reach a wider population for health-related services. Digital intervention can help tackle
health system challenges and can enhance the coverage and quality of healthcare services.
The aim of this paper is to identify the factors influencing the adoption of mobile health
technology which can play a significant role in enhancing the quality and coverage of
healthcare services.
Methodology- For our research article we created a model by combining Technology
Acceptance Model and Health Belief Model. An online questionnaire was floated and a total
of 162 responses were received. We used the partial least squares structural equation modeling
(PLS-SEM) method and PLS software 3.0 to estimate the structure model paths and to test the
hypothesis. All the constructs were reflective in nature.
Results- Our results showed that Perceived Susceptibility to Disease, Perceived Disease Threat,
and Perceived Usefulness and Benefits of the mobile health applications did not have any
significant impact on the attitude of the users toward technology adoption.
Conclusion- Thus, we can say for mHealth adoption and for reaching a wider audience, these
applications need to be trust-worthy and should be easy to use for people to develop a positive
attitude towards the benefits and usage of this technological change. Attitude will significantly
impact the Behavioral Intention of the users for further adoption of mHealth applications."

Pivoting from Great Resignation to Great Retention – An Indian IT Industry

Perspective
Emeema Joe Teresa, Amity University

‘The Great Resignation’ is a contemporary term coined by Anthony Klotz, a management

professor at Mays Business School, Texas. It refers to employees quitting jobs in record
numbers resulting in disrupted businesses worldwide. It has significantly impacted the Indian
IT industry. This research study attempted to understand the relationship between multi-
factorial determinants of employee retention such as organizational culture, employee
development, employee value proposition, employee experience, employee wellbeing, and
employee retention intention. The study also aimed to determine whether there exists a
relationship between demographic characteristics such as gender and work model on employee
retention intention. This study adopted a descriptive research design and simple random
sampling technique. The questionnaire was sent to IT engineers in India and 231 responses
were received wherein a majority of the respondents were unmarried, bachelor’s degree holders
belonging to the age group of 18 – 25 years. Regression analysis revealed a statistically
significant relationship between organizational culture, employee experience, employee
development, employee value proposition, employee wellbeing, and employee retention
intention. No statistically significant relationship was identified between gender and employee
retention intention and work model and employee retention intention. A two-step cluster
analysis showed the presence of two clusters within the sample. Upon analyzing the
respondents’ preferences, the clusters were named Financial and Physical Wellbeing seekers
and Benefits and Culture seekers. The study thereby addresses the research problem and the
dearth of literature concerning the employee retention strategies during Great Resignation and
acts as a basis for future research.

Privacy and Security in the age of Big Data: A Study on Online Shoppers and Social
Media Users in India
Dr. Mohd Abdul Moid Siddiqui,IILM University, Greater Noida
Zainab Fatima, Jamia Millia Islamia University, New Delhi
Prof Rahela Farooqi, Jamia Millia Islamia University, New Delhi
Dr. Asad Ahmad, Jamia Hamdard University, New Delhi

Big data is the most versatile and potent medium that organizations throughout the world have
adopted for various uses including forecasting demand and mapping consumer behavior to
name a few. The organizations using big data have been majorly inclined towards their
advantages, although there are security and privacy concerns that are inbound with the use of
the big data. This paper tries to gauge consumer’s awareness regarding the companies using
confidential user generated data and whether they (consumers) relate it to their privacy and
security concerns. Both the e-retail and social media platforms have grown substantially and
rely heavily on usage of big data and thus consumers of both of these sectors form the
respondent base for the study. This study tries to bridge the perception with respect to the use
of big data by highlighting user’s concerns demanding to be addressed and for organizations
to focus on these issues. For the study, 168 responses have been collected by the researchers
from post graduate students from four top central universities of India. The exploratory factor
analysis (EFA) and confirmatory factor analysis (CFA) have been applied on the data in order
to test the proposed model. The findings revealed that the online privacy and security concerns
does influence the purchase intentions of customers online and there social media usage. The
limitations and recommendations have also been provided in the end of the paper.
 Track Name PT-2 Track Date 17.11.2022/ 16:00 to
17:30
Track Chair Dr Anitha Nallasivam

Digital Transformation of India through UPI: Examining the Growth Trajectory of

Unified Payment Interface Model
Gopika Cg ,University of Kerala
Biju A V,University of Kerala

Purpose
UPI not only supports financial literacy but also contributes to the financial inclusion and
economic development of the poor. The invention of UPI AutoPay has truly redefined
payments system by making them convenient far beyond imagination.
In this context, the reason behind UPI’s exponential growth needs to be examined. Hence the
paper aims to identify the factors determining the growth of UPI transactions in the country.
We are specifically interested to know whether the existence of alternative payment channels,
including currency in circulation, POS terminals, card payments, and mobile banking, could
impinge on the long-term growth of UPI payments and the effect on the ecosystem, including
Internet penetration and volume of BHIM app transactions on the growth of UPI.
Along with these, the influence of the Covid 19 pandemic on UPI was also examined. We
employ the Autoregressive distributed lags (ARDL) unrestricted ECM approach based on the
data from 2016 to 2022. we also carried out the Chow test to determine whether a structural
break exists due to Covid 19 in April 2020.
Methodology
The data for this study was obtained from monthly payment statistics published by the National
Payment Corporation of India and the retail payment statistics published by the Reserve Bank
of India. Internet subscribers' monthly data published by the Telecom Regulatory Authority of
India is also used for the study. Monthly data for the period July 2016 to May 2022 were used.
The dependent variable is the growth of UPI transactions, proxied by the Volume of UPI
transactions. Independent variables considered are the value of UPI payments, Volume of
BHIM app transactions, Internet penetration, cash in circulation, Number of POS terminals,
Volume of mobile payments, and the structural break of Covid 19 is measured by adding a
dummy variable to the model.
Results
This paper analysed the determinants of UPI payments growth in terms of volume in the context
of alternative payment channels, digital infrastructure and the economic shock of covid 19. The
study used an autoregressive distributed lag (ARDL) approach for a period between July 2016
to May 2022. The results reveal that the UPI ecosystem in the country, including Internet
penetration and payment apps, works on the UPI interface, especially the volume of BHIM app
transactions and the structural break of the Covid-19 pandemic, has a strong positive influence
on the volume growth of UPI payments. The exponential growth of UPI can directly attribute
to these elements. At the same time, the alternative payment mechanisms, especially POS-
based payments and Cash in circulation, will negatively determine the growth in UPI payments.
Research Implications
The volume of UPI transactions also continued its ever-growing success story in 2022. The
challenge for the regulators and the policymakers is to sustain this growth for the long term.
This sustainability can be achieved by promoting the drivers of UPI transaction growth. This
paper identified such drivers of growth, and it will be beneficial to the policymakers while
making decisions. Further, the existing literature on UPI payments and their determinants
mainly focused on theoretical discussion rather than empirical examination. Our study informs
policymakers and decision-makers regarding the determinants of UPI growth by employing an
econometric model.

An empirical study on procurement and its effect on Strategic Supply chain practices

Mahalakshmi Seenaswamy, CMS Business School, Jain Deemed to be University

Anitha Nallasivam,Faculty of Management, Jain (Deemed to be University)
Dr. L Karthikeyan,Faculty of Management, Jain (Deemed to be University)
Anantha Subramanya Iyer,Faculty of Management, Jain (Deemed to be University)

Fierce competition in today’s global markets, the introduction of products with shorter life cycles
and the heightened expectations of customers have forced business enterprises to invest in and
focus attention on their supply chains. This together with continuing advances in
communications and transportation technologies has motivated the continuous evolution of the
supply chain and of the techniques to manage it effectively. In a classic supply chain the raw
materials are procured and items are manufactured at one or more factories, shipped to
warehouses for intermediate storage, and then shipped to retailers or customers. Consequently,
to decrease cost and to improve service level effective supply chain strategies must take into
account the interactions at various levels in the supply chain. The supply chain also referred to
as logistics network, consists of suppliers, manufacturing centers, warehouse, distribution
centers, and retail outlets, as well as raw materials, work-in-progress inventory and finished
products that flow between the facilities. It is focused on the improvement in performance that
result from better management of key relationships

A supply chain has three key parts includes, Supply focuses on the raw materials supplied to
manufacturing, including how, when, and from what location. Manufacturing focuses on
converting these raw materials into finished products. Distribution focuses on ensuring these
products reach the consumers through an organized network of distributors, warehouses, and
retailers. By understanding the supply chain management processes and how they should be
implemented, management will better understand the value of more integrated supply chains and
how this integration will lead to increased shareholder value and a sustainable competitive
advantage. Within an organization too there are various process involved. All these process have
to go hand in hand to ensure that the product reaches the customer on time. Operation processes
are processes that constitute the core business and create the primary value stream. Typical
operational processes are Procurement, Manufacturing, Inventory, Transportation and Delivery.
The process of obtaining goods and services from preparation and processing of a requisition
through to receipt and approval of the invoice for payment is called procurement. It involves
purchase planning, standards determination, specifications development, supplier research and
selection, value analysis, financing, price negotiation, making the purchase, supply contract
administration, inventory control and stores, disposals and other related functions. These days,
procurement departments within companies play a pivotal role in the success of global firms.
Procurement role is important in a way that it handles company’s expenses in tune to 60-70% of
material cost. The few important roles of procurement include help in running production, help
in companies drive for control and cost reduction through various strategies, it acts as a PR for
companies, help in getting material for administration and other internal customers, sourcing
material from other countries. A comprehensive procurement strategy backed up by solid
procurement tactics supports an organization’s goal of providing customers with highly valued
products. Procurement process within an organization set the tone and exerts a great deal of
influence on the customer- supplier relationship therefore the procurement practices of the
 organization should be reviewed. Procurement unique position to interact with all supply chain
processes allows it to obtain valuable insight into operational and supply details. This visibility
can be leveraged to gain significant margin reduction through reduced pricing, improved quality,
and maintained availability through variable demand.
A skilled procurement organization develops the business intelligence that alerts it to early
failures, warns of changing demand and signals the magnitude of potential interrupts. It also
performs risk analysis and develops secondary and tertiary supply alternatives. These proactive
steps not only minimize time and resources lost during interrupts, they also reduce the cost
associated with such events by preplanning and negotiating before the crisis to eliminate price
gauging during high-demand, low-supply scenarios. Procuring goods and services from external
suppliers can be a critical path for many projects. Often, the performance of the supplier will
reflect on the performance of the overall project team. Procurement manages information flow
and supply chain risk that helps prevent margin erosion and minimizes impacts of supply chain
interruptions. Following are the main functions in a procurement department, Receiving and
analyzing purchase requirements. Selecting suppliers, finding potential suppliers, issuing
requests for quotations, receiving and analyzing the quotations and selecting the right supplier.
Determining the right price, Issuing the purchase order, following up to check that delivery dates
are met. Logistics and supply chain management, Receiving and accepting the goods that are
received, Approving supplier invoice for payment.

The outcome of a well-designed business process is increased effectiveness (value for the
customer) and increased efficiency (less costs for the company). This study looks in detail into
the Procurement functions of Capital Envelopes L.L.C. In this study I intend to focus on
analyzing and improving the procurement process of Capital Envelopes LLC. It attempts to
identify the bottlenecks in procurement procedures within organization and endeavors to
improve the procurement process within the company so as to realize a system wherein speed,
transparency, quality and economy become the hallmark of the organization. Finally, methods
to improve the process have been suggested.

The rise of financial technology and its implications on the financial services industry
Hemant Wanjare,Sandip Institute of Technology and Reseach Centre
Suma Poduval,SBPIM, Pune

We now live in an age of innovation where today's David’s compete against yesterday's
Goliaths. Thus size no longer counts. The financial Goliaths dominated the sector due to their
large scale, solid network, robust compliance system, sizable customers, and plenty of
resources. These essential characteristics enabled them to thrive under the most challenging
market circumstances. As a result of the passing of time and developing technologies, the
market will undergo tremendous change. Despite laws, other entrance barriers, and a recent
tripling of global investment in the fintech sector, these Fintech companies are growing,
disrupting the market, and generating new opportunities. The concern here is that Goliaths do
not own their past transgressions and think they are too big to fail. David, meanwhile, is nimble,
swift, and bold and has nothing to lose. They are prepared to transform the financial services
sector. The myriad technology advancements that will change how financial services are
distributed and promoted are examined in this study.
 Does it matter how you study? Effectiveness of online and offline certification courses
with special reference to JAIN (Deemed-to-be University)
Praveen Gujjar,CMS Business School
Lubna Ambreen,CMS Business School

The Covid-19 pandemic brought in a shift in our lifestyle in the form of reduced physical
activity, increased digital screen time. The pandemic period oriented us to our increased
capacities to be adaptive to change and learn even in adverse situation and spaces. We became
multitaskers in most of our tasks including in learning. There was a storm in the registrations
of online courses during the pandemic. The study aims to explore the effectiveness’ of learning
through online and offline Certification courses. A sample of 100 students and 50 working
professionals were chosen by random sampling for the study. Advanced python library and
visualizations were used to analyze the association. The study reveals that the relationship
between offline and online certifications course is significantly impacted on the learner’s
personal development and professional growth. The concept of digital certifications has to be
made mandate or not can give as the implication of the study. This is a pioneering study that
considers the course certifications offered in online and offline mode taking a sample from the
graduating students and the working professionals.

RegTech and the Digital Economy: A Systematic Literature Review

Reuben Zachariah,CHRIST (Deemed to be University)
Umasankar M,CHRIST (Deemed to be University)

Regulatory Technologies also known as RegTech is a vital part of the finance industry and the
new age digital economy at large. RegTech is a type of technology that helps companies
manage regulatory requirements and compliance imperatives by identifying the impacts of
regulatory provisions on business models, products and services. It helps control and manage
regulatory, financial and non-financial risks; and also performs compliance reporting. This
paper will mainly focus on the sourcing and reviewing of literature for the concept of Regtech
on the broader context while focusing on the issues generated by the huge amount of regulation.
The article will explore cases of RegTech companies on a global scale as well as focus on
today's leading Regtech innovations. It will also highlight the advantages and crucially in the
adoption of Regtech solutions on the global market. The findings have been derived from
Systematic literature review on the subject preliminary through review of various articles,
research papers and journals around the topic RegTech. This article also analyse models used
in the FinTech area and in the ERM field. This review will help the reader to understand how
financial companies can improve risk management and governance in financial institutions,
avoid money laundering mishaps and protect the privacy of customers through regulatory
technology. The study also emphasis on the current Regtech solutions, and how it will disrupt
the technology led economy.
 Track Name OPS-3 Track Date 17.11.2022/ 17:30 to
19.00
Track Chair Dr. Neelkanth Dhone

Are we ready for it? Exploring the barriers for Mobility as a Service Adoption
Muhammad Vasil M, IIM Shillong
Prasanta Kr Chopdar, IIM Shillong

The mobility issues in cities across the globe are intensified by urbanization and increased
private ownership of vehicles. Recently, a smart mobility solution known as Mobility-as-a-
Service (MaaS) has been introduced for the issues faced by the transportation sector, catering
to individual mobility requirements and reducing social, economic, and environmental impacts.
Since MaaS is a new travel paradigm, studying the barriers or challenges for implementing
them is of paramount importance for the MaaS providers. Through a narrative review of the
past literature, the paper discusses the challenges or barriers for MaaS adoption. The findings
of the research will help researchers, practitioners, and policy makers in developing countries
like India to devise essential strategies to fasten the MaaS adoption.

Optimisation of Reverse Logistics for e-waste Management

Sheeba Pathak, Surrey Business School
Dr. Arunkumar O N, Symbiosis International University
Dr. Jinu Kurian, NMIMS University
Dr. Wolfgang Garn, Surrey Business School
Dr. Christopher Turner, Surrey Business School

E-waste or electrical and electronic waste is a growing concern for nations across the globe.
Not only is the disposal of e-waste a concern but so is the collection and its management. E-
waste includes end of life electronic equipment as well as components that are deemed obsolete
or unwanted by the user. Thus, it is witnessed that computers and handphones contribute
immensely to the present day e-waste. To ensure optimal collection of such products and parts
as well as appropriate disposal or recycling of these parts and products it is important to have
a unified framework for ready reference. While the United Nations Sustainable Development
Goals mentions the need for responsible production and consumption firms are still exploring
methods to ensure e-waste collection, recycling or disposal is not a costly affair. Obviously this
means a lot of aspects of the supply chain and its allied operations would come into play for
not just collection and disposal or recycling but also for the purpose of ensuring a reverse
logistics mechanism is in place for e-waste management.
Thus this paper aims to provide a holistic view on each of the supply chain’s sub functions of
sourcing, procurement, inbound logistics, manufacturing, outbound logistics, last mile
distribution and reverse logistics. Each of these entities would be observed across the supply
chain to understand the flow of the electrical or electronic product through the chain: forward
as well as reverse. On studying different models of optimising e-waste reverse logistics, a novel
model is proposed that ensures the e-waste is managed optimally wrt cost as well as wrt
sustainable measures. The network planning of e-waste management centres for refurbishment
and recycling are also discussed by means of designing sub-hubs and centres and including
makerspaces for the purpose of maintenance as well. These hubs and centres are coined as
CReW-Centre for Refurbishment and Recycling of e-Waste. The separation of hazardous
materials with precious metals allows the re-use of metals in industrial applications and even
as raw materials in the same electrical and electronic industry. The hazardous materials need
to be disposed as per Government laid out policies and procedures as well as ensure little to no
harm to the environment, personnel or planet at large. This paper aims to ensure the CReW set-
up caters to not just segregation of e-waste but also ensures the materials’ applications for
upcycling or recycling and extending the product lifecycle. It is also to be noted that
incineration would be required for processes of management of e-waste and thus what is
inputted into the incineration site is of paramount importance wrt impacting the environment.
The model aims to optimise the Carbon footprint and the impact of all the activities leading to
the CReW set up as well as the processes in the CReW and the following disposal modes. So
the model uses a two pronged strategy of optimisation of e-waste management as well as
optimising the Carbon footprint by means of ensuring the cost optimality and the sustainable
aspects of the process undertaken for the purpose of dissemination and collection of e-waste as
well as segregation and processing by means of incineration and extraction of raw materials.
While the network plan includes already present refurbishing sites it also introduces the set up
of and use of makerspaces as a centre for re-work and maintenance of products to increase their
shelf life and enhance the lifecycle. It also removes the need to employ skilled labour and
workforce to perform the activities of repairs and thus thereby ensures quality is not
compromised as those members of makerspaces have the tools, equipment and the knowledge
to use them as well as have a virtual as well as physical community transcending borders of
nations across the globe to collaborate on projects having a common goal. Thus the Standard
Operating Procedures to comply with the maintenance of these products can easily be
circulated and shared by means of cloud networks for end use and reviewed periodically to
keep it updated. This paper makes an attempt to set up this framework and process to give an
inclusive view of incorporating makerspaces in tandem with pre-determined set-ups alongwith
CReWs.
The following research questions are discussed in this paper:
● RQ1: What are the different optimisation methods used for reverse logistics
management of e-waste?
● RQ2: How to optimise the reverse logistics of e-waste keeping in mind the Carbon
footprint?
● RQ3: What is the optimal network design for CReW centres, makerspaces and already
prevalent set-ups?
Methodology: To address the research questions discussed in the introduction section, we
selected the most relevant papers from the SCOPUS database by using a combination of
keywords “E Waste” and “reverse logistics”. Collecting research papers is an important task
for a valid review and finding the research gap in a problem domain. To accomplish this task
we used keywords and analysis was done by combining published and accepted papers
available online from journals published in English till Sep 6, 2022. We are planning to sort
the papers which are published in ABDC listed journals with rating A* or A or SCI indexed
with impact factor. After retrieving the results based on the author's compilation, details of the
results will be noted in an excel sheet including features like journal name, problem domain,
type of the technique used in the article and future research directions mentioned in the paper.
These features will help the authors to perform a detailed analysis on the selected papers and
identify the research gaps in the area. By limiting the study into most relevant and recent papers
in the literature helped the authors to perform an in depth analysis without diminishing the
focus of the review.After collecting the papers, authors verified the relevance of the collected
articles. As an initial step of this verification process, keywords are selected from all the papers
considered in this study. Based on these keywords, a graph representing the frequency of the
selected keywords are visualised.
 Quality Spectrum in Education : A perceptual difference across disciplines
Dr. Juhi Kamakoty, Acropolis Faculty of Management & Research, Indore
Dr. Sandeep Singh, Acropolis Faculty of Management & Research, Indore

This paper studies the service quality of Higher Educational institutes from the perspective of
academician from various disciplines (engineering, Management, Medical, Pharmaceutical),
as they are the service providers as well as stakeholders in the educational arena. Their
perception of service quality in education can offer very useful insights to enhance quality
in these institutions, as they are the first line of internal customers. The paper delineates the
faculty/ academicians perspective on indicators of service quality in education. Training and
Placement, Infrastructural Resource, Learning Resource and Assessment & Evaluation are the
indicators for any higher educational institute that speak about it’s quality. Faculty hailing
from different discipline , however gives different weights to the indicators of service quality.
While the engineering faculty emphasizes more on training & placement, and assessment &
evaluation factor as an indicator of quality, the management faculty opines that infrastructural
resource is an important indicator of quality of higher educational institutes. It was observed
that the Management faculty gave more importance to Intellectual resource as an indicator of
service quality of Higher education. While the engineering faculty gave more emphasis to
training & placement and assessment & evaluation as indicator of service quality of Higher
Education.

Quality Spectrum in HEI : A perceptual difference across disciplines

Sandeep Singh, Acropolis Faculty of Management & Research, Indore
Juhi Kamakoty, Acropolis Faculty of Management & Research, Indore

This paper studies the service quality of Higher Educational institutes from the perspective of
academician from various disciplines (engineering, Management, Medical, Pharmaceutical),
as they are the service providers as well as stakeholders in the educational arena. Their
perception of service quality in education can offer very useful insights to enhance quality
in these institutions, as they are the first line of internal customers. The paper delineates the
faculty/ academicians perspective on indicators of service quality in education. Training and
Placement, Infrastructural Resource, Learning Resource and Assessment & Evaluation are the
indicators for any higher educational institute that speak about it’s quality. Faculty hailing
from different discipline , however gives different weights to the indicators of service quality.
While the engineering faculty emphasizes more on training & placement, and assessment &
evaluation factor as an indicator of quality, the management faculty opines that infrastructural
resource is an important indicator of quality of higher educational institutes. It was observed
that the Management faculty gave more importance to Intellectual resource as an indicator of
service quality of Higher education. While the engineering faculty gave more emphasis to
training & placement and assessment & evaluation as indicator of service quality of Higher
Education.
 The Role of Supply Chain Performance in Global Value Creation in Turbulent Times:
A Partial Least Square Modelling Framework for Developing Economies
Aastha Sawhney, Amity University
Dr. Geeti Sharma, Mangalmay Institute of Management and Technology

With the current times of high uncertainty, especially in the New Normal era, organizations are
putting their best foot forward to retain their existing market share and capture new territories.
Supply Chain Performance is playing a critical role and is becoming a key component in
creating additional value for the organization, especially in the current era of globalization.
This study reflects the role of Supply Chain Performance on Global Value Creation, where
leading e-commerce sites are considered based on Supply Chain Performance. To understand
the driving forces behind this key feature, the Partial Least Square – Structural Modeling was
used to test the proposed framework. Factors like “Supply Chain Flexibility,” “Risk
Management Capabilities,” and “Customer Relationship Management” emerged to be the most
important and crucial ones. Further studies have been conducted involving various sectors by
considering the different states of affairs of particular times.

An investigation Blockchain technology on enterprise operational capabilities: A meta-

analysis approach
Ashveen Kutowaroo, University of Mauritius. Dr Bhavish Jugurnath, University of
Mauritius, Roucheet Bissessur University of Mauritius

Blockchain technology, a brand-new category of disruptive internet technology, is frequently

employed by businesses as a technological aid to enhance production procedures and reduce
spending. In this paper, we will examine the effects of blockchain technology on business
operations, as well as their advantages for internal business processes and their effects on
external business collaboration. An examination of the literature revealed that it has largely
ignored the link between blockchain technology and corporate operational capabilities based
on actual data, focusing instead solely on the business process modelling and technology design
process of a blockchain-based solution. As a result, this paper gathers information from African
businesses that are either preparing to implement blockchain technology or already have.
Quantitative analysis of the data was done. The findings indicate that one of the key driving
forces for the adoption of blockchain technology is the growth of the enterprise asset scale.
Additionally, this study demonstrates how implementing blockchain technology improves
asset rotation rates and lowers sales expense rates. However, the adoption of blockchain
technology is one of the key business choices, which is influenced by a number of significant
elements, including the manager's style, the structure of human resources, and the external
policy framework, in addition to the development circumstances and stage of the firm. This
paper offers some helpful recommendations for developing blockchain initiatives in the future
based on the findings of theoretical and empirical investigation.

Keywords: Blockchain, Operational capabilities, Meta-analysis

 Kaizen Implementation for Sustainable Growth in an Indian Manufacturing
Organization: A Case Study

Ms. Apurva Singh, Research Scholar, School of Management, GBU, Greater Noida
Apurvasingh08@gmail.com
Dr. Neeti Rana, Associate Professor, School of Management, GBU, Greater Noida
neeti@gbu.ac.in

PURPOSE: The current trend of the international business environment exhorts the need for
continuous improvement to improve competitive advantages for the survival and sustainable
growth of any organization. The Kaizen approach has been preferably practiced to make
improvement in the organizational activities. Here, the purpose of this study is to explore the
benefits of successful implementation of the Kaizen approach for sustainable growth of an
organization and also aimed to identify the determinants of successful Kaizen implementation.

RESEARCH METHODOLOGY: For this research paper case study method is adopted and
analysis is done with the help of statistical tools. A questionnaire under five point likert scale
is developed to collect the data from an Indian company's HR professionals and kaizen team
members.

FINDINGS: Though the Kaizen approach is not a very common approach in Indian contexts
for continuous improvement, a lot of organizations are using this continuous improvement
technique for their sustainable growth. This study is able to identify various determinants from
the literature review which are helpful in successful implementation of Kaizen and sustainable
growth of an organization. In addition, successful implementation of Kaizen has a positive
impact on the organization’s sustainable growth.

RESEARCH IMPLICATIONS/ LIMITATIONS: The finding may assist the practitioners and
consultants who have the desire to find a better way of kaizen implementation in other
industries of India. The limitation of the study is that it is concerned only with a single
organization. The researchers may investigate with the similar determinants in other industries
too.

KEYWORDS: Continuous improvement, Kaizen, Sustainable growth, employees’

performance
 Track Name OBHR-5 Track Date 17.11.2022
Track Chair Anupama Sharma

An Exploratory study on awareness and usage of SHE Box among Public and Private
sector employees with special reference to Bengaluru City, India.
Aishwarya K, CHRIST (DEEMED TO BE UNIVERSITY), MOUNT CARMEL
COLLEGE,AUTONOMOUS, BENGALURU, India
Dr. Ritty Francis, ST.JOSEPH'S COLLEGE OF COMMERCE,BENGALURU, India

Sexual harassment at workplace continues to be plaguing the society. While legal and
organizational mechanisms exist to curb sexual harassment at workplace, the taboo associated
with it continues to be observed. With advancement in technology, online complaint
mechanisms have been developed and implemented in various areas. The Government of India
launched an online complaint management system called Sexual Harassment Electronic Box
(SHE Box) to provide an unified platform for women across all workplaces to register sexual
harassment complaints. While it is a commendable initiative, the reach, usage and accessibility
are yet to be explored.
While laws and practices aim at preventing crimes and punishing the guilty. Reporting is
essential to condemn and punish those who indulge in malfeasance and transgression. The
presence of a platform will lack usage if victims aren’t registering complaints.
Exploring the awareness and usage of the platform by people is pertinent to understand the
effectiveness of the platform. The study attempts to explore the awareness and usage by
understanding the reporting behaviour of individuals on using the platform based on its
credibility. The outcomes of the study are expected to facilitate in building awareness and
further aid in identifying scope for future studies. The study would also gauge the
understanding of the platform through comparison between public and private sector
employees.

Examining the Effects of High Work Engagement on Job-Leisure Conflict, Work-

Family Conflict and the Moderating Role of Gender
Anupama Sharma, Indian Institute of Management Visakhapatnam, India

This study examines how work engagement (WE) may be related to adverse personal level
outcomes such as work-family conflict (WFC) and job-leisure conflict (JLC). The role of
gender is also examined in the relationship between WE and WFC. This study tested the
proposed model using cross-sectional data with 285 IT professionals working in India. We
found a positive link between work engagement and WFC (both work interference with family
and family interference with work) and JLC for higher levels of work engagement. This study
also exhibits different results for males and females at higher levels of engagement.

Our study attempts to address the previous research calls related to work engagement. The
study's findings inform Human Resource (HR) scholars via theory-based research on
phenomena related to WE, WFC, and JLC. Organizations’ HR departments and practitioners
can benefit from the findings to (re)design their policies that help to sustain engagement levels
among employees.
 Talent Strategy develops employee’s critical digital and cognitive capabilities their
social and emotional skills in this, covid-19 Scenario
Ajay Kumar Yadava, RSMT (UP COLLEGE VARANASI) (AKTU LUCKNOW), India

Diversity and inclusion have been increasingly recognized and are the most utilized
organizational resources over the last there decodes. How ever, research has demonstrated that
many organization may not have the requisite diversity in their midst. Research further high
lights that employees might feel that few of their components of their social identities may be
valued and included leaving them feeling excluded.
Diversity is not new or complicated, but sometimes appears or is made to appear, to be both.
In the organizational context, diversity appears to have rapidly increased in recent years, which
is attributable to a number of factors.
[JEL CODES] [Journal of economic literature]
Diversity Management is one of the very important topic of corporate world, Top companies
of the world were working on this topic and wake various commitments towards giving value
to diversity ad works on their inclusion Practices. With the acceleration of economic
globalization the organizational environment of enterprises asunder going changes and
employee diversity has become a prominent feature in the work-place.

Impact of Espoused Organizational Values on Firm Performance: An Empirical

Investigation of Indian Companies
Sunita Choudhary, Guru Nanak Dev University, India

Acknowledging the importance of values, a growing number of organizations explicitly

mention and talk about their values. Top executives regularly identify values as one of the top
issues on their companies' agendas. Despite widespread recognition of its significance, very
limited empirical research on values statements has been conducted in developing countries.
The present study tries to fill this gap by studying organizational values in Indian context. The
study investigates the organizational values according to their orientation towards different
stakeholders. By examining the organizational values of BSE 100 companies which are
mentioned on their websites and annual reports, the study tries to find the association between
organizational values and firm performance. The research design employs panel regression
model to analyze this association. The firm performance is taken as dependent variable whereas
the explanatory variables are organizational values, together with a set of control variables. The
study has been conducted over a period of three years from 2018-19 to 2020-21. The findings
offer explanations for why it's important to pay attention to both what organizations do and
say. The present paper provides a means for future research into organizational values by
advancing the understanding of espoused values through an analysis of such values being used
in practice.

Saluting the spirit of initiating structure leadership style in MSMEs.

Ekta Mukherjee, Jagdish Sheth School Of Management, India
Madhurima Dutta, Jagdish Sheth School Of Management, India
Riya Sengupta, Jagdish Sheth School Of Management, India
Soumi Biswas, Jagdish Sheth School Of Management, India

The MSME sector which supports the growth of the Indian economy has a huge network of
around 30 million units and employs about 70 million people, (Zanjurne 2018), having a GDP
contribution of about 30 percent. The business environment has shifted its focus to
entrepreneurial leadership as a result of the current complicated business climate and the
problems brought on by the opening of the global market. Using leadership philosophies based
on their own life experiences, background, and education or training, leaders guide both
themselves and others. The leadership style, initiating structure, defines of assigned and
structuring work tasks for the respective subordinates (Seltzer & Numeroff, 19880). The leader
meets expectations by focusing on goal attainment and establishing channels and patterns of
communication (Gudge & Piccolo, 2004). Gudge, et.al (2004) revealed that initiating structure
is positively co-related with subjective indicators of performance. According to Yuke, et.al
(2002), leadership theory which tilts towards task- oriented behavior fits with initiating
structure. This style, as seem before also, describes the extent of leader’s planning of task,
clarifies responsibilities and performance as well as monitors operations. The typical
characteristic of this leader is the focus on clarity of expectations and requires standards of
performance this adherence elicits employee commitment and motivation of followers to
mitigate structure and routine, somewhere, this style contributes towards organizational
performance. It is found that initiating structure is positively related to firm’s profitability when
leader’s displays this behavior (Baskev et.al, 2020). It has also proved to have positive effect
on employee’s willingness to change. Research shows positive relationship of initiating
structure on follower performance. Interestingly majority study has focused on subjective
organizational performance rather than objective firm performance measures. Nevertheless it
would interest to study initiating structure practiced by SME leaders and its effect on
organizational performance. The paper, therefore, will review the effect of initiating structure
leadership style and its effect on organizational performance. The objective is to understand
the effect of initiating structure style’s importance on organizational performance.

Impact of Organizational Culture in Shaping the Growth of Organization

Dr. Dipesh Uike, Dr. Rashmi Gupta

The culture creates the environment in the organization and influences the nature of long term
plans that move the organization towards its mission. A positive work culture promotes
productivity, engagement and improved employee experience. A good workplace culture
provides everyone with the opportunities to initiate change and to grow on a professional and
personal aspects. It creates satisfied employees and increases productivity and growth. The
main goal of the study is to find out the role of organizational culture in enhancing the
organizational growth. Whether the innovative shaping of organizational culture will help the
employees to grow and as a result of that the whole organization will grow. Total 100
employees from IT sector are considered for the study. Multiple regression analysis and
ANOVA tools are used for analysis of the data and hypothesis. Creative leadership, incentives
for innovators, simple and encouraging process, empowering employees, recreational facilities,
continuous improvement and Diverse workforce are considered as independent factors and
organizational growth is considered as dependent factor. Data analysis will be done using
regression analysis tool and results will be found.
 Track Name OBHR- 6 Track Date 17.11.2022/ 17:30 to
19.00
Track Chair Sriparna Basu

Digital Transformation and Skill Development: A Systematic Literature Review

Pramit Banerjee,Indian Institute of Foreign Trade, INDIA

As the world passes through another industrial revolution, the organizations are focusing on
the digital transformation of their different functions. In order to understand the current wave
of digital transformation in the organizations and how employees’ skill development is having
an impact a systematic literature has been done in the extended abstract and finally 13 suitable
articles have been found for reviewing the literature. It has been found that most organizations
will keep digital transformation as their focus going forward and in turn the skill level of
employees becomes a challenge in this process. In the later sections based on the literature, a
conceptual framework has been developed which attempts to develop the relationship between
the rate of employee learning with the rate of digital transformation. Along with this the impact
that the level of digital competencies of the HR managers, the rate of learning of the employee
has on the decision of the senior management of the functions have been proposed and needs
to be validated through a qualitative analysis. Finally, the paper concludes by stating the
implications of such framework for the managers and sets a tone going forward to identify
which of the digital competencies are driving digital transformation the most.

Unravelling Artificial Intelligence: A Friend or Foe of Women Workforce

Rai Shweta, Institute of Business Management, GLA University Mathura, INDIA
Dr. Aneesya Panicker,Institute of Business Management, GLA University Mathura, INDIA

Purpose- This paper aims to study the knowledge development and research propagation on
artificial intelligence under a feminist lens through various perspectives by adopting
exploratory analysis.
Design/methodology/approach- This paper uses an exploratory analysis to review the existing
literature based on the secondary data available on the blogs, research articles, periodicals and
websites and develops an understanding about the current state of the women in workforce and
the role Artificial intelligence plays in influencing their work environment.
Findings- According to the available literature, it has been observed that women in STEM
education is particularly low, resulting in a low proportion of women in STEM sector job
positions. Further, there is higher risk of female-dominated job positions being automated.
Although machines cannot play bias on their own but they can be programmed in such a way
that brings biasness. Diversity is still important here, as it is just about everywhere. More
female creators, boost the likelihood of gaining new perspectives.
Research limitations/implications- The current study focused the issue on global level, a
generalized view, whereas condition can be different on the basis of the economy of a country
and traditions. Future studies can be conducted on the basis of specific demographics. Future
studies can focus on how process and difficulties in the process of training range on the basis
of age.
Practical implications- This paper provides deep insight to the researchers on the development
of artificial intelligence in human resource domain by proposing a conceptual framework on
antecedents and outcomes of impact of artificial intelligence on women workforce.
Social implications- The findings of the study provide a holistic picture of domino effects of
artificial intelligence on women workforce with respect to various factors.
Originality/value- The originality of this paper lies in its contribution towards exploring the
impact of artificial intelligence specifically on women workforce.

The Mediating effect of AI implementation on Leadership Style and Employee

Engagement- Integrating the moderating role of Trust
Dr. Muskan Khan, Assistant Professor- Department of Management Studies, Galgotias
College of Engineering and Technology, Greater Noida.

The approaches used by businesses to manage the people in their organisations are being
incorporated with artificial intelligence (AI) and other AI-based technologies. The proliferation
of AI based applications over the past ten years has sparked fascinating new research areas.
However, despite a rising interest in academia, there is little and inconsistent study on the
application of AI through leadership. It is necessary to do additional study that examines the
part played by leadership style in the implementation of AI to employee individual outcome.
We present the study and provide a nuanced understanding of the role of leadership in the
implementation of AI that will affect employee engagement as a response to these combined
issues—the fragmented nature of research and limited current literature. The research aims to
explore the strength of the relationship among the compassionate and empathetic leadership in
the implementation of the AI that will influence the employee engagement. In the study, the
conceptual framework has developed which is novel in nature because it includes both the
compassionate and empathetic leadership with the mediating role of the AI because in the
condition of implementation or any rapid change, the role of leadership becomes essential. We
also compare which leadership style has strong impact on the implementation of the AI which
improves and impact the engagement of the employees working in the organization. Further,
the study also aims to analyse the moderating role of the trust among the studied leadership
styles and the implementation of AI. The data was collected into the three phases in order to
avoid the common method variance. The study employs a quantitative research methodology,
and PLS-SEM 4.0 is used for data analysis. This survey included 352 respondents in total,
however only 255 of them were qualified. The respondents were employees of companies
involved in the IT sector in India. The study's findings will be examined in light of pertinent
academic literature. The study concludes with implications and suggestions for leaders
choosing their leadership style for greater AI implementation and employee engagement as
well as for organisational policy makers. The research's constraints and potential directions
will be discussed.

Working From Home The New Normal-A Review

Mokhtar Ahmed, Gautam Buddha University, India
Dr. Neeti Rana, Gautam Buddha University, India

Working from home arrangements are a set of alternatives that employers provide to satisfy
the increasing need for more work flexibility and to encourage work-family balance. An
increasing number of employee become more interested in working from home choices which
may help them to fulfil their work and personal life obligations . It has become simpler for
professionals with family to juggle their home and work responsibilities because of the
advancement of information and communication technologies.
Purpose: this study is to review the previous studies on working from home to get better
understanding on the new normal mode of work.
Methodology: literature review was done in order to get a deeper comprehension of the idea of
telecommuting, remote working, and working from home.
Findings: work away from office is a need in today's society since it helps both individuals and
organizations. The foundation of working at home culture is trust. Trust comes with both the
obligation and honesty of self-monitoring of one’s objectives.
Type: Review Paper.

The Role of Psychosocial Support (PSS) on Work Performance, Work Life Integration
and Knowledge sharing behaviors through the mediating and the moderating effects
Among Dual Career Couples
Santhosh Manimegalai, Shrimathi Devkunvar Nanalal Bhatt Vaishnav College for Women,
India
Lalitha Damodaran, Shrimathi Devkunvar Nanalal Bhatt Vaishnav College for Women,
India
Anitha Thirunavukarasu,Shrimathi Devkunvar Nanalal Bhatt Vaishnav College for Women,
India

In recent years, the survival of human lives has become challenging due to various natural
disasters, man-made disasters, adversities, and a challenging work environment. Among these,
a recent encounter of microorganisms, specifically the Coronavirus, has shook the countries to
their core. The repercussions caused by this unprecedented event are paramount and
irrevocable. The framework of chaos theory or butterfly effect supports the notion that every
event has a long-term impact. This COVID catastrophe will apparently lead to cascading
effects and thereby affect the socio-economic status of the people. According to eminent
researchers, one of the major determining factors of the country's progress is the growth of the
various sectors, which have been found to be an antecedent to the socio-economic conditions.
Pay structure, social support, culture of the organization, etc. pave the way for the better
progress of the organisation and the individual as proposed by various motivational theorists.
Having said that, the need of the hour is to support the work force psychologically to enhance
their work performance, ensuring work-life integration and exuding knowledge-sharing
behaviours among dual-career couples in India. The role of dual career couples is unavoidable
in developing countries like India to meet the growing demands of the family. The current
study emphasises the role of locus of control (LoC) as a moderating variable and intrinsic
motivation (IM) as a mediating variable. The study has proposed a conceptual model that needs
to be tested empirically using statistical methods namely SPSS and AMOS. The paper
concludes with the practical and theoretical implications, suggestions, and conclusions.
 Track Name MARK-3 Track Date 17.11.2022/ 17:30 to
19.00
Track Chair - Dr. Parihar Dahake

Exploration of the relationship between Eco-friendly Initiatives of Hotels and Customer

Satisfaction- Evidence from a popular tourist destination in Rajasthan
Abhineet Saxena, Garima Sharma, and Priti Saxena

Sustainability is a key goal in many industries, including hospitality. The impact of

environmental practices on corporate success is the subject of an ongoing debate, which is
inconclusive in the existing literature. Although various scientists have shown that the rapid
growth of the hotel industry around the world is a major contributor to environmental
degradation, as hotels consume a large amount of energy and water for heating, cooling and
lighting, which has a negative impact on the environment, some hotels have implemented
environmental policies to Promote the preservation of the environment in the hope of
improving people's quality of life.
Beginning with a literature review, we propose a conceptual framework to determine if
Ecofriendly initiatives implemented by hotels -across formats and types- significantly
contribute to Customer Satisfaction. First, a survey was conducted with 300 responses from
guests staying at hotels across formats and ownership pattern types.
SEM was deployed for Hypothesis Testing to determine the direct and indirect effects of
Ecofriendly Initiatives on Customer satisfaction. The study revealed a positive relationship
between Ecofriendly Initiatives rolled out by Hotels and Customer Satisfaction Further it was
found that Service Excellence mediates this relationship. Both hotel managers and decision-
makers can benefit from the findings of this study, which clarify the role of Ecofriendly
Initiatives in the recognition of hotels' environmental efforts by tourists. In addition, the study
confirms the connection between the implementation of Green Marketing practices and
enhancement of Service delivered and Customer Satisfaction

Food for thought: The plant-based food transformation - An exploratory study to

identify factors that drive their purchase intention
Anjali Chopra, Anurag Vaidya, Jennifer Jagose and Nandini Sharma

Due to the escalating worldwide environmental challenges such as pollution, global warming,
and environmental degradation, environmentally sustainable consumption behavior has
become extremely crucial today. Plant-based products are growing in popularity as customers
are becoming more aware of the impact of their food choices on the environment. This study
aims to investigate consumer preferences and values for plant-based products using the theory
of planned behavior, which helps identify the key influencing factors and determine the
intention to purchase plant-based products. Qualitative and quantitative insights have been
derived based on primary data and an intensive analysis of research papers, articles, and
journals. The present research will provide specific insights to help plant-based food marketers
effectively target their offerings to the right customer base with the right positioning strategy.
The findings will further help marketers to focus on the right value proposition by focusing on
the key factors that drive intention to purchase and understanding the preference level for plant-
based products amongst Indian consumers. Therefore, there is a growing need to tap into the
plant-based food segment and focus on health benefits, environmental attitudes, and social
factors that will help offer the right value proposition to cater to the ever-changing needs of the
Indian consumer.

Why do young consumers share fake news? A qualitative exploration

Divyaneet Kaur, Dr. Shiksha Kushwah, Ravina Dabas and Ankit

Due to the evolution of technology and transformation in a changing world, information is

getting viral more quickly than ever among young consumers. The information is not
necessarily true and being passed on without any monitoring technologies. With easy access to
any kind of information on the internet, there is a growing area of interest among managers,
practitioners and researchers about the transmission of false information, also known as "Fake
News" especially on different communication channels. In the previous literature, many
researchers have focussed on outcomes and disseminating the process of fake news for political
or personal gain with valid conceptual frameworks but limited focus has been done on
understanding the reasons for sharing the fake news among the young consumers. A qualitative
research design was used which included semi-structured interviews of young social media
users. A total of 21 interviews were conducted. The interviews were audio recorded and then
transcribed. The analysis has been done using grounded theory procedure. The results of the
study are validated using a deductive reasoning approach by adopting suitable theory from the
literature. Our study also suggests that fake news is generally shared unintentionally and
without any check of the authenticity. The study concludes with theoretical and practical
implications. This study contributes to fake news literature by employing the theories in the
specific context of fake news. The theories which we used in the study are also being tested in
the unique context of the Indian population. Marketers and practitioners can protect the
interests of their targeted audiences by understanding the reasons for sharing intent of
consumers and control the negative impact of fake news.

Analyzing the Impact of Customer Engagement on Customer Retention in the Indian

Healthcare Industry
Pratyancha Singh, Dr. Neha Gupta, Dr. Ajay Sharma, and Dr. Vinod Kumar

Customer engagement, in its simplest form, refers to a consumer's interaction with a company
or brand. To give the best possible service, the consumer and service provider work together
during this process. For instance, in healthcare, the patient (consumer) and the doctor or other
healthcare practitioner (service provider) jointly decide on the medication plan, the types of
treatments, and the length of the recovery period. A patient who actively participates in their
care develops a complete grasp of the state of their body, the choice of treatment options
available, and the option that is most appropriate for their circumstances, what will be the
treatment period, how much will it cost, what will be the post-treatment effect, and so on. The
current study examines the link between customer engagement and other relationship
marketing variables such as customer commitment, satisfaction, participation, and eventually,
customer retention in the Indian Private Healthcare Industry. The function of mediators
(customer commitment, customer satisfaction and customer participation) in the link between
customer engagement and customer retention is also highlighted.
The current research was conducted on the patient and attendant of various private hospitals of
India. The researchers used research scales from the literature and adjusted them to fit their
needs. A total of 305 respondents (patients/attendants) from various hospitals were questioned.
The data were examined using structural equation modelling (AMOS 26.0) to analyse all the
correlations between the variables indicated in the theoretical model.
The findings of the study showed that the variables have a significant direct positive
association. Furthermore, the association between customer engagement and customer
retention is fully mediated by customer commitment, whereas the relationship between
customer engagement and customer retention is partially mediated via customer satisfaction
and customer participation.
The novelty of this study lies in the inclusion of the effect of mediators between the customer
engagement and customer intention in the context of the Indian private healthcare market.

Developing a community support model for responsible tourism

P.C Radhika and Johney Johnson

The concept of responsible tourism was there in the academic community from 1996 onwards,
but all the efforts to implement responsible tourism were started by signing the Cape Town
Declaration on Responsible tourism in the year 2002. The main aim behind this was to fulfill
the gap in the implementation of sustainable tourism and to realize the objectives of sustainable
tourism in an effective way (Farmaki A. et al 2015). The responsible tourism initiatives of the
Kerala government have been awarded several national and international recognitions. The
present study tries to understand the efforts taken by the Kerala government toward RT
implementation in the state. As the local community at the destination plays an active role in
the successful implementation of RT, the present study tries to assess the resident community
support for responsible tourism and also develops a community support model for responsible
tourism. The study uses both descriptive and exploratory analysis. The primary data was
collected from the resident community residing at three destinations Kumarakom, Thekkady,
and Vaikom. The data was collected using a random sampling method. The tool used was
questionnaires and a total of 396 responses were collected from the local resident community.
The analysis was done using SPSS and AMOS. The study found that the government of Kerala
has successfully implemented RT in Kerala and the latest two projects PEPPER and STREET
have been providing experiential tour packages to tourists. The study also presents a
community support model for responsible tourism, which will help the authorities to
understand the effect of various factors on community support. The model was developed by
explaining the relationship between the variables perceived benefits of tourism, perceived costs
of tourism, overall community satisfaction, and community support.

Strategizing Green Destination Image through Social Media Functionality: A Study of

Ladakh Tourism
Najma Khatoon and Dr. Farah.S. Choudhary

The internet has transformed the tourist industry by serving as both a source of information and
a sales channel. Tourists' evaluations, images, videos, tales, and suggestions, as well as internet
promotion, are bringing locations closer to future visitors no matter where they are in the world.
A new business environment and new business practises have emerged as a result of the
accessibility and affordability of the internet. The internet has evolved from a static instrument
for digital publication to a fully dynamic platform for collaboration in its short existence.
Tourism is a vital source of revenue for many destinations, but budget constraints and changes
in media and technology use need changes in communications strategies and how destinations
advertise themselves in the worldwide market. The use of new media and technology is critical
for survival. New media marketing is less expensive and gives various chances for visitors to
participate in drawing future tourists to places. Social media as a tourist marketing tool is
increasingly convincing destination marketers that it is an essential component of marketing
campaigns and efforts. Visitors no longer believe in advertising that emphasises the benefits
and unique qualities of the places. Visitors want a personalised approach, as well as clever,
innovative, engaging communication and messages that include empathy and emotions. They
want to be involved in the development of tourism items and to buy based on relationships. If
destinations provide engaging material, employ creativity, and promote and motivate
interactive conversation, social media may help them stay competitive.

Social media allows locations to reach out to tourists at a lower cost and with more efficiency
than more traditional communication techniques. If the location wants to compete in the
extremely competitive global tourist business, it must stand out from the crowd. With a well-
developed marketing plan that focuses on social media, the destination will be easily apparent.
Novelty, chance to win, celebrity involvement, uniqueness, unexpectedness, competition,
consonance, or interesting graphical design on social media campaigns can prove to be a game
changer. Keeping this discussion in mind, this study outlines tourism locations and classifies
social media and tourism communications. It outlines the major aspects of social media as they
relate to destination communication strategy, as well as changes in visitor behaviour that
impact destination marketing.

India has seen tremendous growth in the tourism industry. Most of the foreign tourists have
preferred to visit India as their destination due to its rich culture, heritage, unique style of
temples, wildlife, sanctuaries, and types of ecology, terrains and places of natural beauty. Every
part of India has great tourism potential and places like Kerala, Sikkim, Goa, Jammu and
Kashmir, Ladakh, Rajasthan, Delhi, etc. are becoming important destinations for the tourism
industry. Ladakh is one of India’s most visited destinations where environment, heritage, and
culture, are preserved making it one of the best eco-friendly destinations in India. Ladakh is
also renowned for its remote mountain beauty, distinct culture and lifestyle. In Ladakh, there
are various other places like Nubra, Changthang, Zanskar, Suru Valley, Drass and Aryan
Valley which have great tourism opportunities. Every year tourist in large number visits these
places to enjoy the moment of life where they found peace of mind and also get to know about
those places. Therefore, the current study is significant as it focuses on understanding the
destination image of Ladakh through analyzing the adoption of social media marketing in
building its destination image. The current study contributes to the importance of social media
and related marketing strategies in destination marketing and image formation based on the
motivation of the tourists.
Purpose
This study aims at implementing a descriptive analysis regarding the age, nationality, social
media usage, and applications used. Further, its purpose is to develop a scale of social media
functionality and to find whether social media functionality is a multidimensional or single
construct. To meet the objectives of the study data has been collected using the purposive
sampling technique from the tourists both (Indian and foreign) in a special context with social
media functionality and a green destination image.

Traversing the impact of pharmaceutical digital marketing on doctors’ prescribing

behavior towards branded medicines: A critical review and future research orientation
Rahul Srivastava and Dr.Vishnu Prakash Mishra

A drug prescription is an occurrence in which the physician makes a decision on behalf of the
end-user, the patient. The pharmaceutical business had a significant impact on their
prescription behaviours and is frequently condemned for its marketing techniques. Every
pharmaceutical business uses a variety of marketing and promotional strategies, the most
common of which is the use of MRs to contact doctors and influence prescription patterns in
their favour. MRs give comprehensive medical data to influence prescription habits, as well as
incentives such as gifts supported by other marketing techniques. The aim of this review paper
was to examine the extent to which the pharmaceutical digital marketing strategies impact
doctors' prescription practices and behaviour in India. The findings have confirmed that other
promotional approaches, when combined with numerous digital techniques have a positive
impact on their medication prescription behaviour. However, the magnitude of a combined
impact is unknown, and more empirical research is needed in future.
 Track Name STRAT-3 Track Date 17.11.2022/ 17:30 to
19.00
Track Chair Chirag Malik

United IT Solutions ltd.: How to Revive business in the new business challenges?
Dr. Salma Akter, East West University, Bangladesh
Dr. M Sayeed Alam, East West University, Bangladesh

Phenomenon and Context: Two young, fresh graduates of information technology, Md. Sayiful
Islam and S.M. Taj Ashrafi, founded "United IT Solutions ltd." in 2006. The two founders
worked as IT support specialists for customers while they were still in school as a means of
supplementing their income. At that time, they saw that the majority of organizations and
businesses still kept their books on paper, with a few utilizing pricey, pirated accounting
software. Also, there was a big lack of IT professionals with proper professional knowledge.
Even though the IT industry was flourishing, there remained a severe shortage of qualified
personnel. They claimed that S.M. Taj Ashrafi was skilled in software and web development
and Md. Sayiful Islam was knowledgeable in hardware and networking-related difficulties.
They were motivated to create their own venture in this new business sector by the overall
situation and their experiences and skills. They took a risk with their meagre finances, hired a
modest space at "Mohakhali new DOHS," and began their business with two personal
computers and additional marketing staff. The business began to expand quickly.
This case will eventually focus on United IT's ongoing struggles to adjust to the altered business
environment and decline.
Dilemma: United IT had a large number of clients including large corporate houses that played
a vital role in their revenue and growth. But now corporate houses developed in-house IT
departments and stopped all sorts of outsourcing which drastically impact their growth.
Whereas in Bangladesh, the ICT industry’s progress is prominent since "Digital Bangladesh"
is a key component of the current administration's Vision 2021.The national trade organization
for the software and IT service sector was founded in 1997 and is known as the Bangladesh
Association of Software and Information Services (BASIS). Initially, there were just 17
member firms; by 2009, there were 326 members which means a highly competitive scenario.
The challenges that "United IT Solutions ltd." is having because of these various obstacles have
had a significant negative influence on their company's growth. The COVID-19 and Russia-
Ukraine war-related economic crisis have made the situation more complicated today.
The dilemma facing United IT in this situation is whether to continue as same or take different
measures to revive its growth as earlier.
The case: Single
The Data Source: Our main data source was the owner interview. We conducted the owner
interviews on the spot and with a great lot of flexibility. We clarified the purpose of the case
study before the initial interviews.
Theory: The struggle and challenges faced by the United IT Solution Company are the main
focus of this case study. The small business and entrepreneurship literature will be enriched by
this case study. This case study research is an example/resource of entrepreneurship growth in
changed business realities. Business competition and strategies to survive in a harsh
environment are shown here.
Type of the case: Applied Decisional
Protagonist: Present.
 Should Academics Play an Active Role in Mitigating Climate Crisis?
Salamah Ansari, Indian Institute of Management Kozhikode, India

To enhance sustainability and survive in the long run, it is recommended that top managers and
CEOs pay due attention to technological and management innovation (Zhang et al., 2019: 1).
This paper problematizes the contemporary approach to climate change concerns in business
schools, especially in developing countries. Acknowledging the importance of earnest efforts
in the inclusion of climate-related topics in B-school curriculum as well as research undertaken
by faculty, the paper asserts that the pedagogy and faculty of business schools are removed
from their capacity to act and express interest in climate issues even when they clearly matter.
Though counter-productive, the status quo cannot be expected to change on its own unless
academic actors undertake concerted actions in the agenda-setting processes of climate change.
It is important that faculty at business schools believe that their voices can be heard. It is
pertinent to believe that our role is instrumental in avoiding the climate change crisis and in
doing so, the role of teachers as actors needs to be redesigned. Since B-schools are the breeding
grounds for managers who eventually run the businesses which have a huge negotiating power
over major climate change policies, academic institutions can be used as a fertile ground to
promote resilience and preventive approaches. B-schools can be instrumental in extending an
appropriate framework for improved global climate governance early on. Since B-schools in
developing countries largely emulate the pedagogy of their western counterpart (Aram, 2012:
243), it could be that the inadequate acknowledgment of climate change issues is an intended
oversight. Granting that academics advance reasoned arguments that are substantiated by
academic expertise and rigorous research; academics ought to recognize that all research,
including scientific research is context dependent. Hence, what is considered as ‘good’ research
is also a construct that is political (Foote et al., 2009: 579). If this is the case then the lack of
response from B-schools, especially in developing countries like India can be fixed. 2 While
participating in public debates, academics have the ethical responsibility to be frank and present
the larger picture about climate change to the general public. Advocating the climate change
agenda with credibility also includes engaging with the counterpoints and admitting the
uncertainty present in all endeavours undertaken to mitigate climate change. Finally,
demystifying some of the complexities around climate change will enable media to embrace
the delivered message in a manner that they transition from being a mere mouth piece of those
in power (Foote et al., 2009: 579). We interrogate the understanding about the role of B-schools
in global climate governance in the narratives of the academics working at four premier public
Business School in India. Empirically, we draw from unstructured qualitative interviews and
written text responses to questionnaires. Our methods include written text responses to
questionnaires and unstructured qualitative interviews. These distinct sources triangulated the
emergent themes. This paper describes how B-school faculty articulates their role in global
climate governance as that of researcher and teacher and seldom as a political actor involved
in agenda setting. The author has earned a doctorate from a B-school and is now an instructor
at a B-school. The author has also worked as academic associate at another premier public B-
school. The inhabited subjectivity of the author facilitated a certain level of familiarity. The
participants trusted the author and this helped in understanding the vantage point of the
participants.
An analysis of sectoral, geographical, and implementation patterns of Corporate Social
Responsibility spends in India
Atul Arun Pathak, Indian Institute of Management Nagpur, India
Mudit Baid, Dhirubhai Ambani International School, India

The GoI’s CSR regulations are aligned with the United Nations’ sustainable development goals
(SDGs). In addition, the GoI came up with the National Voluntary Guidelines on social,
environmental, and economic responsibilities of business which define the principles that
Indian businesses ought to follow toward responsible business conduct.
As of FY2020-21, over 17,000 companies are spending about 25,000 crores on over 36,800
projects across 14 development sectors in India under the CSR umbrella. While the government
has come up with broad guidelines and decided the sectors where CSR spend is allowed, within
this broad framework, it gives freedom to each company to decide the sector(s) it wants to
focus on from a CSR perspective. For a developing country such as India, understanding the
overall trends and managing the macro picture is of prime importance. Toward this, we study
CSR data for a period of five years (from FY2015-16 to FY 2019-20) for companies belonging
to 10 key sectors in India. The data is drawn from the CSR data published by the Ministry of
Corporate Affairs and from other publicly available data sets.

The Impact of Covid-19 on Health Insurance Industry in India.

Neha Kumari, Birla Institute of Technology Mesra, India
Dr. Niraj Mishra, Birla Institute of Technology Mesra, India
Dr. Shradha Shivani, Birla Institute of Technology Mesra, India

COVID-19 has reshaped many sectors in India and the health insurance sector has also
undergone significant changes because of this pandemic. Over the past few years, there have
been both some positive changes and some challenges in the health insurance sector. The
insurance companies have implemented these changes in order to comply with the COVID-19
pandemic's new standards and to keep providing their services to customers without causing
any difficulties. In the regular health insurance plans COVID-19 specific health insurance have
been included for the policyholders by the insurers.
The health insurance industry has been completely digitalized through the insurer’s official
website by purchasing and renewing health insurance policies. The sale of health insurance
plans has increased significantly over the past few years, as more people have realized the value
of having financial safety in case of medical emergencies. The health insurance industry has
survived and evolved in response to customer demands and global shifts, even during hard
economic times for other industries.
The severity of the pandemic changed how users perceived insurance, as more people felt the
need to have financial safety to cover unforeseen medical expenses. To protect oneself and
loved ones in difficult times, a comprehensive health insurance plan became essential. The
purpose of this paper is to study the impact of COVID-19 on the health insurance sector in
India. The nature of this study is descriptive in nature, as it attempts to analyze the impact of
Covid-19 as well as describes the current scenario of the Indian health insurance industry. The
findings of the study show that the Pandemic affected the insurance sector globally, with a
decrease in the index by 22.6 percent. The share prices in the insurance sector have dropped by
25.9 percent. In India the COVID-19 pandemic has posed a sudden and unexpected shock to
the health insurance industry. The financial impact of the pandemic is huge with a loss incurred
of 1,494.39 in the year 2019 as many customers started to claim. As the covid-19 pandemic
has been an eye opener evidencing those medical emergencies can strike at any stage of life. It
has brought a positive change in the perception of youngsters and highlighted the importance
of having a health insurance plan early on so, in the year 2020-2021 profit of health insurance
industry increased to 3,852.53 as the individuals started to purchase health insurance policy for
themselves and their loved ones.

Analysis of Entrepreneurial Motivation Among Youth in the Context of Emerging

Economy
Seema Laddha, SIESCOMS, India
Anguja Agrawal, SIES College of Management Studies, India
M. S Devi, Shiv Nadar University, India

The purpose of this paper is to identify impact of economic development and favourable policy
changes in emerging economies on youth to become an entrepreneur. An entrepreneur is a
person who are willing to exert high level of efforts to achieve organisational goal.
Entrepreneurial motivation is the fuel for organisation to run. As every entrepreneur is
different, so the factors of motivation are also different. But there are similarities in successful
entrepreneur’s motivation and inspiration factors. This paper seeks to examine the factors
impacting entrepreneurial motivation with five latent variables which are Entrepreneurial
Intention, Personality traits, Social Status, Individual Attitude, Monetary Benefits. 5 Factor
model was tested using adequate fitting indices like Goodness of Fit Index (GFI), Root Mean
Square Error of Approximation (RMSEA), Comparative Fit Index (CFI), Non-Normed Fit
Index/Tucker Lewis index (NNFI/TLI). The results of the proposed model confirmed the
hypothesized latent structures. Conclusions drawn from this study is useful to better utilization
of young dynamic resources for the development of economy.
 Track Name FIN-3 Track Date 17.11.2022/ 17:30 to
19.00
Track Chair Ravi Kumar Jain

Ownership Structure and Intellectual Capital Efficiency: A study of NSE 500

companies
Mansi Choudhary ; Lakhwinder Singh Kang
Guru Nanak Dev University, Amritsar, Punjab

Purpose- The purpose of this paper is to measure the intellectual capital efficiency of Indian
Firms listed on NSE and to examine the influence of ownership structure on the intellectual
capital efficiency.
Design/Methodology/Approach-The hypothesis that the ownership structure has significant
impact on intellectual capital efficiency has been tested in this paper. Ownership types
comprise of Indian promoter’s shareholding, foreign promoter’s shareholding and institutional
investors shareholding. Whereas, Extended VAIC model was used to measure intellectual
capital efficiency. This includes Human Capital Efficiency (HCE), Capital Employed
Efficiency (CEE), Structural Capital Efficiency (SCE), Innovation Capital Efficiency (RDE)
and Customer Capital Efficiency (CCE). The study uses multiple panel data regression on a
sample of 3472 firm year observations.
Findings-The findings of the study show that the positive and negative effects of different
ownership types may offset each other hence resulting in insignificant influence on intellectual
capital efficiency of Indian firms. Firm age has a negative and significant impact on HCE and
positive and significant impact on CCE. Whereas firm size has positive influence on HCE and
SCE. Profitability has negative and significant impact on CEE. Leverage does not affect any
of the intellectual capital efficiencies significantly.
Implications- The efficiency of intellectual capital investments depends upon the efficiency of
company’s resources devoted to value creating activities. As the results of this study show that
the ownership structure does not significantly influence the intellectual capital efficiency of
Indian Firms. This leads to question the role and capabilities of owners of Indian firms in
generating value given the existing resources. The study recommends the managers and
investors for not merely focusing on ownership structure as the main value creating mechanism
when it comes to talk about the intellectual capital efficiency, but a thorough review of
intellectual capital should be made while decision making. The results are also valuable for
capital market regulators in monitoring the efficiency of value creating investments.

Environmental apprehensions and banking: A study on consumer’s awareness and

choice of Green Banking products and services
Akanksha Choubey, Alliance University, Bangalore
Dr.Meenakshi Sharma, Birla Institute of technology, Mesra

Financial and banking institutions play a vital role in global efforts of making the planet a better
place to live in. As financial providers and consultants, banks could ensure businesses’
adoption of eco-friendly pursuits. Banks by offering cheaper interest rates and more funds for
firm’s adopting green technologies can have a long run impact on the ecology. As major
implementers of developed technology, banks themselves could adopt green practices and
thereby lead the way towards such global initiative of saving the earth. Leveraging on
technological use and innovating goods and services technically banks can enable their
consumers today to reduce the use of resources like paper, thereby supporting ecological
protection. Banking activities are not physically related to the environment, but the external
impact of their customer activities is substantial. Banks should promote those products, process
and technology which substantially reduce the carbon footprint from the environment. A gap
has been found on what banks undertake as green initiatives and what people are aware of.
Analyzing the collected data through percentages, mean, standard deviation and chi- square
test this study gives an insight into the green banking activities of the Indian banking
institutions and the awareness level of customers on these initiatives and their preference on
these green banking activities.

Determinants of Income Diversification: Evidence from Indian Banks

Nidhi Thakur ; Sangeeta Arora
Guru Nanak Dev University, Amritsar

Purpose- This paper empirically explores the determinants (bank specific, industry specific and
macro-economic) of income diversification across interest income and non-interest income as
well as within non-traditional income sources i.e. noninterest income of all scheduled
commercial banks in India over a period of 2004-2005 to 2020-2021.
Design/Methodology/Approach- A total of 110 banks, including 29 public, 31 private and 50
foreign banks with 1355 observations are sampled in this study. Due to the bounded nature of
the dependent variable (proxies of income diversification), the panel tobit regression model is
used to explore the determinants of income diversification decisions in the Indian banking
sector through STATA software. Income diversification across interest and noninterest income
is measured by employing Herfindahl Hirschman Index (HHI). In addition, a ratio of
noninterest income over operating income is used for diversification within non-interest
income in the current dataset. Bank-specific and macroeconomic data are gathered from the
official website of the Reserve Bank of India (RBI) and are supplemented by annual financial
reports of banks.
Findings- Results show that all bank specific, industry specific and macro-economic variables
as determinants of income diversification in the model are statistically significant. The findings
of Tobit regression reveal that income diversification is positively influenced by bank size (
log of total deposits & advances), ATM technology advancement( log of ATMs), cost-income
ratio( operating expenses to operating income), return on assets ( profits after tax to average
total assets), and insolvency risk (Z-score). However, the decision to diversify the income
sources is adversely impacted by liquidity risk (liquid assets to total assets), financial leverage
(capital to total assets), cost of deposits, market competition (HHI index), and the deposit to
loan ratio. Macroeconomic factors that encourage income diversification in the Indian
economy include slow economic growth (GDP growth), high levels of inflation (growth in WPI
index), and a limited role for banks in financial intermediation (industry assets to GDP).
Practical implications- The present study employs a wide range of variables to identify the
determinants of bank income diversification to provide managers and regulators with strategies
to deal with the diversification of banks' sources of income.
Banks that are still primarily engaged in interest-generating activities can diversify into non-
interest-generating activities by managing bank-specific factors such as liquidity risk, equity
ratio, cost of deposits, increasing bank size, advancing technology, increasing shareholder
returns, and employing more resources (high cost to income ratio) to get benefit from new
trends of income diversification in the Indian banking industry.
Originality/Value- To the best of our knowledge, this is the first study to examine the various
bank specific and macroeconomic determinants that affect income diversification in the Indian
banking context. We also investigate new variables, such as technological advancement and a
market concentration index for measuring competition which have not been investigated in
existing literature concerning bank income diversification in the Indian context.
Keywords- income diversification; Indian banks; non-interest income

An insight into financial literacy of University students

Sana Zaidi, Dr. Smita Tripathi and Richa Pandey
DOON UNIVERSITY, DEHRADUN

Purpose: The study's primary goal is to analyze the impact of students' characteristics on rising
levels of financial literacy, with a focus on financial knowledge, financial behavior, and
financial attitude.
Design/Methodology/Approach: Quantitative research techniques were applied in this
investigation. The respondents were chosen via convenience sampling. Students at universities
are the study's target population. An online survey that was self-administered was used to get
the data. Multiple regression analysis was utilized to determine the association between the
variables in the study.
Results/Findings: The study's conclusions showed a strong correlation between student
characteristics and financial literacy. The financial knowledge, attitude, and behavior of
university students have a substantial impact on financial literacy. The amount of seniority,
level of job experience, financial impact, and type of course attended significantly influence
university students' overall financial literacy. According to the findings, female students are
more likely than male students to be financially literate and knowledgeable. Additional training
on money management showed an improvement in financial literacy. To advance from basic
to advanced financial literacy mandates the need for specialized financial training.
Limitations: The conclusion cannot be generalized to a larger population because the results
are based on a study of a small sample using convenience sampling. The study's focus is only
on Uttarakhand, Uttar Pradesh, Punjab, and Haryana students who are enrolled at the
university.
Originality/ Value: This study is the first of its type to look at financial knowledge, behavior,
and attitude among university students. This study expands the pool of knowledge by
examining the variables that affect university students' financial literacy.

Extending UTAUT2 model with sustainability and psychological factors in adoption of

blockchain technology for digital transformation of banks in India
Renuka Sharma, Chitkara Business School, Chitkara University, Punjab India
Navpreet Sidhu,Chitkara Business School, Chitkara University, Punjab India
Vishal Vyas,ABV-IIITM, Gwalior, Madhya Pradesh India
Kiran Mehta,Chitkara Business School, Chitkara University, Punjab India

The epidemic has not made climate issues any less significant, and it is now more crucial than
ever to stop environmental damage (Huynh, 2020; Huynh et al., 2022; Kovilage, 2020; Liu et
al., 2021). Greenhouse gas emissions, mostly from fossil fuels and nonrenewable energy
sources, are to blame for the majority of ecological issues. One way to promote green banking
is to emphasize how crucial it is to link the desire to use online banking with the desire to
protect the environment and be happy. Banking is going through a technological revolution
because fin-tech companies are getting increasingly competitive and want to offer green
banking and sustainable financial services. Today, a sizable portion of the GDP of most
developed nations comes from the service sector (Borghi, 2019). The big banks now have to
come up with new ideas in order to stay competitive because of fin-tech start-ups that employ
technology to provide customers with various banking and other financial services. Intelligent
decision models used data mining in the 1990s to improve the way standard bank functions
worked for insurance. (1998, Anand, Patrick, Hughes, and Bell). A new wave of disruptive
technologies known as "Industry 4.0" has lately entered our society and spread to a number of
different industries (Hou et al., 2020; Chang et al., 2019). Industry 4.0 encompasses a wide
range of technologies, including cloud computing, 3D printing, cyber-physical systems (CPS),
blockchain, and artificial intelligence (AI) (Chang et al., 2020). For routine cash withdrawals
and deposits, ATMs have taken the position of human tellers, which has decreased the demand
for human assistance. (Huang and Rust 2018). Neural network modeling revealed that
acceptance of internet banking in emerging nations like India depends on how simple users
believe it to be.
Recently, artificial intelligence assisted Indian banks in reducing technical inefficiency by up
to 11%, and when used in conjunction with big data, it enables smart marketing.(Verma,
Sharma, Deb, and Maitra in 2021; Kushwaha, Kar, and Dwivedi in 2021; Mor and Gupta in
2021) Banks may utilize artificial intelligence to make significantly better decisions regarding
a variety of functions, including back-office operations, customer experience, marketing,
product delivery, risk management, and compliance, using the massive volumes of data they
deal with. Artificial intelligence would change banks by emphasizing the amount of data more
than the size of their assets. Instead of making things for many people, banks would now want
to give their customers unique experiences. Banks will now be able to pay more attention to
their customers and keep them by giving them big reasons to stay instead of making them pay
big fees to switch. Banks would no longer depend only on human innovation to improve their
services. Instead, skill and technology would work together to improve performance.
According to the WEF report "The New Physics of Financial Services," the use of AI in
banking and financial services will make it possible for growth in those fields. Capital markets,
deposits, loans, payments, investment management, and market infrastructure are all areas in
which these possibilities are available.
Over the past century, the amount of greenhouse gases (GHG) has steadily gone up. About 584
Gt of CO2 from fossil fuels, changes in land use, and industrial activity are a big reason why
the global temperature has increased by 0.9 °C since 1960. The top GHG-emitting countries
globally include the USA, China, Japan, Germany, and India, which have been the major
ecological footprint hotspots since 2019. The banking sector has embraced a number of
technological platforms. It helps with operational transparency and reduces the bank's overall
cost. It has also helped the business grow by letting them use working capital to grow and hire
more people (SDG 8 and SDG 9). Blockchain could eliminate intermediaries by automating,
simplifying, and improving how banks do business now. It would make transactions more
transparent and easier to track. Gartner says, "Blockchain is an ever-growing list of
cryptographically signed, irreversible transaction records that everyone in a network shares."
Each entry provides a timestamp and references to previous transactions. The history of
transactions can be followed using this information by those with the required permissions and
access. (Beck et al., 2017; Andoni et al., 2019; Drosatos and Kaldoudi, 2019) Several well-
known Indian institutions, including the Reserve Bank of India (RBI), Yes Bank, Axis Bank,
and State Bank of India (SBI), are thinking about integrating blockchain technology to better
serve their clients (Andoni et al., 2019; Sharma, 2018; Yoo, 2017). Blockchain technology may
be advantageous for the entire banking and investing sector. (Beck, Oh, and Shong, 2017,
Hassani et al. 2018). Third-party facilitation can raise the cost of sending money from 2 to 3%
to as much as 20% in a typical banking system. It is especially true for cross-border payments.
 It is worthwhile to investigate how bankers intend to use blockchain. This study examines the
undisclosed reasons why a bank might want to use blockchain technology. With a complete
understanding of the factors that drive adoption, changes that could make the drivers better
have also been explored. Instead of re-testing an existing framework or getting the factors from
secondary data and testing them in the real world to make a theoretical framework, our study
wants to find out what factors affect bankers’ intention to adopt blockchain technology for the
digital transformation of banks. This research will look at how banks in India use blockchain
technology since there is not much research in this area. This research is meant to answer the
following questions:

Factors Affecting Earnings Management: Evidence from BSE 200

Parul Rani, Guru Nanak Dev University Amritsar
Dr. Karamjeet Kaur, ASSM College Mukandpur, Punjab

The present study aims at examining factors affecting earnings management for Indian
corporates. For this, the study is conducted on companies listed in BSE (Bombay Stock
Exchange) 200. The sample taken for the study includes 124 non-financial firms for a period
of 10 years starting from 2011 to 2020. Discretionary accruals (DACC) estimated through
Modified Jones Model (1995) has been taken as proxy for earnings management. The study
included firm’s leverage (Debt-Equity), return on assets (ROA), cash flow from operations
(CFO) and tobin’s q as the independent variables and firm’s size as a control variable. Panel
data analysis is applied to test the effect of these factors on earnings management. The results
of the study showcase a significant positive effect of leverage and return on assets on earnings
management. Cash flow from operations negatively affects earnings management while there
is no significant relation of firm size and tobin’s q with earnings management.
 Track Name IS-3 Track Date 17.11.2022/ 17:30 to
19.00
Track Chair Kapil Kaushik

Challenges and Best Practices in The Digital Revolution of Education in the New
Millennium Approaching Version 4.0
Dr. Divya Bansal, Amity University, Noida
Ms. Mona Chaudhary, Amity Univeristy, India

ABSTRACT
In the contemporary world, digital technology is not just a tool but also a way of life that
creates new possibilities for learning at any moment that is convenient for you, extending your
education, etc. The delivery of pedagogy, technology, and instructional designs to students who
are not physically present in the same location in a typical classroom or campus is known as
online education. A system of learning and teaching is known as open and remote education.
Through online and distance learning, it spreads knowledge and high-quality higher education.
Today, online learning has grown in popularity and effectiveness among those who haven't had
the chance to enrol in traditional education owing to a variety of factors, including despite this,
it is believed that the online system, particularly in the Indian context, may be made more
effective and result-oriented. This system, which is being examined and highlighted in this
study, can be enhanced with some fresh, creative approaches. This article seeks to outline the
unique characteristics of digital education, while understanding the challenges of student
engagement in distance education. Various teaching methodology/pedagogy have also been
discussed working toward the enhancement of student engagement in online education.
Keywords: online education, global reach, student engagement challenges"

Cloud Based Intelligent Decision Support Knowledge Based System for Kidney
Transplant Patients (CBIDKBS): COVID- 19 Response (Extended)
Dr. Nitin Saraswat, Jagan Institute of Management Studies, New Delhi.
Dr. Deepti Khanna, Jagan Institute of Management Studies, New Delhi
Monika Saraswat, DXC Technologies, Noida, U. P

"Covid-19 pandemic brought extraordinary disruption to the health care landscape. India has a
vast majority of the population which are dependent on government hospitals for their health
problems. India has approximately 10-11 lacks registered doctors to serve approx. 1.3 billion
citizens. Now, when the private hospitals and Nursing Homes have been on a different track
for health check-ups and treatment patterns, one cannot attend the OPDs physically and cannot
discuss their problems with the doctors face-to-face. With our solution, they can take advice
from the Artificially Intelligent Specialist which is a computer. With these AI-based systems
in several cases, there is no need for doctor’s intervention. In India’s government hospitals,
getting an appointment of a concerned doctor is a big challenge because the number of patients
is enormous (e.g., AIIMS, PGI, ESIC, etc.). Vast variety of survey was conducted to check the
utility and applicability for the same. In this paper, our primary focus is on Kidney transplant
patients facing the problem after surgery for medical supervision because of the COVID-19
and impact of lockdown situation. We propose a Cloud Based Intelligent Decision Support
Knowledge Based System (CBIDKBS) and a web-based intelligent application to aid risk
analysis module. We also conducted a survey for user acceptance in UI (User Interface). We
have also implemented UI protype for our proposed model."
 Digital Transformation of society through Artificial Intelligence
Dr Renuka Deshmukh, Dr Vishwanath karad mit worldpeace university

"Smart apps, a digital set-up set up, smart structures, and an innovative system are all necessary
for automated data scheduling and analysis in a digitally advanced world with emerging
technologies where the monitoring of human behaviour and lifestyle is required. A specific
approach is needed to store and retrieve the enormous quantity of information as well as the
associated data excavating in this situation, which is characterised by a significant gap between
training and operational procedures. The approach described in this paper attempts to close this
fissure with zero let down and wastage with the help of progressive diagnostics for keen
supervision, which can be used in any civilization with industry 5.0 trends and technologies.
This lowers the risk elements for almost every hierarchical level of the top management as well
as safeguards excellence and sustainability.
Additionally, this research study attempts to develop ground-breaking software and
management framework taking into consideration the human element that supports arranging
the upkeep of operational procedures, lowers training expenses, boosts manufacturing output,
and establishes a virtual reality for -machine smart infrastructure design. The findings from six
multinational corporations show the potential for worldwide operational process
standardisation, which might eventually lead to the creation of intelligent systems with almost
zero failure rates that can continually improve. For the purpose of enhancing man-machine
communications, the innovative mechanism and solution suggested in this study offers
recommendations for choosing the upcoming generation of smart manufacturing and
innovative techno savvy structures, along with the corresponding smart sustenance and
training."

The Politics of Data Visualization in Media: A Perspective

Chandreie Mukherjee, IIM Visakhapatnam

Data Visualization is an extremely powerful communicating technique that is increasingly

finding its usage in political communication. With technological advancement, data
visualization which is presumed to be easier to understand and interpret is often used as a
political steering tool to spread distorted and biased reality that sometimes reflects subjective
inclination towards political ideology. The objective of this article is to emphasize the
importance of graphicacy to the consumers of political data visualization and to promote fair
information assessment from graphical representations. Given the benefits of data visualization
and its ability to reach the masses and generate reactions, it has become an extremely powerful
messaging tool in the political arena. Apart from helping the Government in its objective of
decision-making, well-designed data visualization also holds a key element in democracy as it
is often used during political campaigns and debates on several issues. So, the article discusses
politically motivated visualization practices and effects and emphasizes the need for graphicacy
to make a critical and fair assessment of the visual information. The paper concludes that there
is an utmost need to comprehend that visualization techniques make us smarter only when
certain conditions and circumstances are met. With better graphical representations, there
would be improved opinions and decisions would be vehemently justified both on a democratic
and decision-making front.
 Inclusive Wealth Management using Artificial Intelligence and Machine Learning’
Prof Prashant Salwan, Indian Institute of Management Indore
Atul Arvind Patankar, JBIMS
Prof Srinivasan Iyangar, JBIMS

"The wealth management service providers like advisors, brokers and banks can no longer
focus only on the urban elite. The rate at which wealth is growing in semi-urban and rural areas
is attracting the attention of these firms. It is a misconception that such investors do not need
sophisticated tools for asset allocation, goal setting and risk management as their requirements
never go beyond traditional products like fixed deposits. In fact, the under serviced classes are
more than willing to invest in diverse financial products as is evident from the recent success
of marketing of mutual fund schemes. The investors may find it difficult to understand the
financial calculations or statistical analysis even when they are willing to take due risk while
investing
The digital advances can solve these issues by abstracting the complexity with a smart solution.
The investors can learn to record their cashflow, set investment goals and understand the gaps.
They can then decide on the level of risk which needs to be taken in order to achieve their goals
with given cash flows. It can lead them to take an informed decision on borrowing or reduce
their goals to appropriate size matching the cash flow
This paper suggests such a comprehensive solution to all the needs of individual investors
based on sound principals of investment management rather than arbitrary decisions taken from
time to time"

Information Technology and Managerial Improvisation Capability: A NeuroIS

Perspective
Siddharth Majhi, Indian Institute of Management Amritsar
Anindya Pattanayak, Indian Institute of Management Ranchi

In a dynamic and turbulent business environment, managers need to draw upon dynamic
capabilities and improvisational capabilities to sustain the competitive advantage of their
respective organizations. Prior research has examined the role of information technology (IT)
in enabling and facilitating these capabilities. However, the majority of the extant research is
focused on the organizational level of analysis. In this study, we seek to examine the role of IT
in enabling managerial improvisation capabilities. The limited research on IT and managerial
improvisation utilizes qualitative case studies or surveys. We also seek to add further
methodological innovation in this stream of research by drawing on a NeuroIS perspective.
This study can potentially contribute to the research on IT business value, IT-enabled
capabilities, and NeuroIS. It also has important managerial implications.
 Track Name PT-3 Track Date 17.11.2022/ 17:30 to
19.00
Track Chair Anusha Pachori

Artificial Intelligence in Accounting and Auditing: Identifying past trends and future
research agenda using Systematic Literature Review and Bibliometric Analysis
Afreen Bano,Central University of Rajasthan
Sushila Kumari Soriya,Central University of Rajasthan

In recent years, the technological advance of Artificial Intelligence (AI), Big Data, and Cloud
has become the core of the era of Industry 4.0 worldwide. Artificial Intelligence is applicable
in almost every domain. The emerging use of technology has directed the attention of
academics’ researcher. The present research aims to identify significant contributions, current
dynamics, and future directions in accounting and auditing when artificial intelligence is
applied. This article aims to present a bibliometric study of research involving the concept of
artificial intelligence in context of accounting and auditing from past 37 years (1984-2022).
For the study data were extracted from four sources Scopus, Web of Science and Research
Gate and Google Scholar. Data were analysed using two software VOS viewer and R studio
and respective diagrams, clusters were extracted. The outcome of the above study indicates
that artificial intelligence has positive impact in the field of accounting and auditing. Although
the term AI formulated way back in 1950s, but it showed increasing trend from year 2008 in
field of accounting and auditing. Maximum contribution can be seen by USA followed by
CHINA, UK, INDIA.
The most important evidence of AI’s relevance to accounting is adoption of the technology by
practicing accountants and auditors. Although it is still early in the process, several leading
firms have adopted cognitive technology already. This article can provide guidance and future
directions for several researchers.

Consumers’ Intention to Use Anthropomorphic Self-Service Technology: The Impact of

Relationships And Technology Self-Efficacy
Ms. Meena Gupta,THE BUSINESS SCHOOL,UNIVERSITY OF JAMMU
Dr. Komal Nagar,THE BUSINESS SCHOOL,UNIVERSITY OF JAMMU

Purpose: Over the past few years, research on anthropomorphism in the service sector has
grown exponentially. Recent studies suggest the impact of anthropomorphism on consumers’
various psychological attributes. The aim of the current study is to explore the influence of
relationships and technology self-efficacy on consumers’ intention to use Anthropomorphic
Self-Service Technologies (ASSTs) and provide insights that are both theoretically and
practically applicable.
Methodology: An experiment with a sample of 208 students from a North Indian University
was used to test hypotheses. A 2X2 between-subjects design was used, consisting of two
variables- relationship types (partner vs. servant) and consumer technological self-efficacy
(high vs. low)
 Impact of ICT based HRM practices on Employee performance: a mediating role of
Employee motivation (with special reference to industries of western Odisha)
Manini Nanda,Sambalpur university
Debendra Kumar Mahalik,Sambalpur University

Purpose – Purpose of current study is to explore, impact of ICT based HRM practices on
employee performance (EP) through mediating role of employee motivation (EM).
Research methodology – This study adopted questionnaire survey method and data was
collected from 400 employees working in different manufacturing Industries of Western
Odisha. Data has been analyzed using SPSS and AMOS software. Reliability and correlation
analysis was performed by using SPSS while; path analysis was performed using AMOS.
Findings – Results revealed that ICT based HRM practices enhances employee motivation and
employee performance also employee motivation is mediating the relationship between ICT
based HRM practices and employee performance.
Research limitations – We used Employee motivation factors to determine employee
performance; future studies can consider job satisfaction, ease of use, perceived usefulness and
others factors as mediating variables can be used.
Practical implications – Organizations must manage ICT in a better way in order to enhance
employee motivation and employee performance.

New Age Women Leadership “Myths and Challenges”

Anusha Pachori,PhD Scholar at Galgotias University Greater Noida

This paper is a leading research study that focuses on socio-psychological hurdles faced by
women in positions of leadership. Women's economic empowerment is critical for a country's
progress. Socio-psychological barriers now play a significant part in women's leadership.
Women executives face management sex-role stereotyping, work-life balance, the glass
ceiling, and cross-cultural challenges, to name a few. Participatory leadership, resolve to
achieve, mentoring subordinates and devolution of power, continual learning, and planning
were among the coping techniques that helped these women overcome many of the challenges
they faced in their professional responsibilities. This paper primarily focuses on numerous
socio-psychological difficulties that women leaders face, as well as ways for overcoming these
obstacles. Women face multifaceted challenges to participate in management positions due to
different factors. The purpose of this research is to investigate factors that affect the
participation of women in leadership positions. Also, forward some possible suggestions for
the challenges identified through this study.

Challenges and opportunities of digital international trade: The Case of Ethiopia

Esubalew Melese, Sharda University
Dr. Ajay Kumar,Sharda University

Digital trade and transactions for the exchange of goods and services have increased globally.
As more products are sold online or incorporate features that depend on digital connectivity,
the internet, and cross-border data flows are growing in importance as trade channels.
Digitalization presents new opportunities for developing countries like Ethiopia to overcome
trade cost disadvantages and increase the markets for their export goods. The country is
undergoing a number of technological revolutions at once, including industrial, transportation,
and electrical ones that took advanced economies decades or centuries to develop. The main
challenge is how to keep up with the new digital revolution, which will undoubtedly speed up
the process of development and trade while also preserving the advantages of existing
technologies and minimizing the potential pitfalls. ICT infrastructure, internet network
coverage, power accesses, security, legal and regulatory frameworks, and the financial
industry's infancy are some of the challenges that the country is facing in digital international
trade. However, the government's initiative to improve the ICT infrastructure, Ethiopia's
membership in the African Continental Free Trade Area (AfCFTA), A large domestic market,
and the expansion of online payment methods all encourage digital international trade
expansion.
For the country to become a worldwide player in digital international trade, however, there is
still more work to be done, notably in the development of ICT. To ensure the smooth operation
of digital platforms, significant efforts must be made to improve the transportation
infrastructure such as highways, railways, airports, and ports, the postal service, and trade
logistics.
 Track Name OPS-4 Track Date 18.11.2022 / 9.00 to
10.30
Track Chair Dr. Nikunj Kumar Jain

A Practical Approach to Optimizing Warehousing Costs

Siddharth Joshi, ISB&M
Huzefa Challawala, ISB&M

Warehousing and Transportation costs are the key components in overall Logistics costs for
most companies. In this paper we propose a practical framework through which third party
logistics companies can get a working understanding of the cost of operating a warehouse for
a client based on a cost per unit case/palette. Third Party Logistics companies could thus
highlight the potential savings a company could achieve by outsourcing its warehousing
operations to the third party logistics company. By outsourcing their Warehousing Operations,
Companies can concentrate on their core competence and leave the Warehousing Operations
to those companies whose core competence lies in Logistics and Warehouse Management.
To use this framework third party logistics companies will require data from a company
regarding their warehouse operations namely: volume of cases/pallets handled on a
monthly/daily basis for inbound and outbound warehouse operations, volume forecast for the
next 5 years, number of product lines, number of stock keeping units per product line to be
handled in the warehouse, the average number of stock keeping units in each outbound order
and the total amount of inventory in terms of holding days the company expects to be stored in
the warehouse. Relying on certain assumptions regarding manpower and forklift operator
productivity, minimum wage numbers and warehouse rentals the framework uses an approach
where the cost of running a warehouse are split into various categories like Manpower
Expenses, Warehouse Operations Expenses, Facility Rental expense, Capital Expenses and
Project Set up Expenses.
Using the proposed framework, the data given by the company can be used to develop estimates
for the expenses across all the categories mentioned above. Third Party Logistics Companies
can then add their management expenses/charges to the total of all the expenses mentioned
above and present a proposal on a per case/pallet basis to the company. In India Logistics Costs
as a percentage of total costs are much higher than the global average and there is a huge scope
for cost optimization in this domain. The framework provides a methodical practical approach
to handling real life industrial scale problems which can be used across industries.

Achieving Supply Chain Resilience through Organizational Ambidexterity: An

Information Processing Lens
Abhijeet Tewary, IMT Ghaziabad
Vaishali Jadon, IMT Ghaziabad

As the prevalence & effect of disruptions (i.e., due to COVID 19) is increasing, practitioners
and researchers have to deal with continuous challenge which is to realize supply chain
resilience. This is a conceptual paper which investigates the role of information processing
which will enable organizational ambidexterity to realize supply chain resilience. This study
helps in developing a thought on the paradoxes in building organizational capabilities as well
as adds to the existing theory of information processing theory for extensive comprehension of
the impact of environmental dynamism on ambidexterity.
 Do FDI and Energy Consumption Affect the Agriculture Productivity in BRICS
Nations?
Devashish Joshi, Central University of Rajasthan
Sanjay Kumar Patel, Central University of Rajasthan

Agricultural development is essential for world trade and the global economy. This study
investigates the relationship between FDI and energy consumption with agricultural
productivity. The study used the annual data of BRICS nations from 1991 to 2019 to measure
the influence of FDI and fossil fuel energy consumption on the agricultural productivity of
BRICS nations. This is the first empirical evidence initiative that highlights the impact of fossil
fuel energy consumption on the agricultural productivity of BRICS nations. For data analysis,
panel regression analysis along with descriptive statistics was used. The findings of the study
conclude that FDI and fossil fuel energy consumption significantly and positively influence the
agricultural productivity of BRICS nations. Further, the results from panel regression analysis
also revealed that GDP, trade openness, and gross capital formation have a weak but significant
influence on the agricultural productivity of BRICS nations. This study will help policymakers
attract more FDI and use fossil fuel energy consumption in agriculture production for better
productivity. This study also reveals that FDI is not the only factor affecting agriculture
production; there are several other factors, like the nature and origin of foreign inflow along
with the latest production techniques, urbanization, renewable energy consumption, and
effective utilization of resources.

Enhancing Profitability Through Migration and Capacity Building For Small

Producers
Sachin Kumar Tiwari, IIM Indore
Omkar Palsule-Desai, IIM Indore

The primary dilemma in beekeeping operations is earning revenues through honey production
and capacity building through pollen production. One of the most prominent strategies to
address the trade-off is bee migration. The beekeeping productivity in subsequent seasons
depends on the efficiency of the current season's migratory and production practices. Various
factors determining a beekeeper's profits are geographic and weather characteristics, bee
density, stochasticity in nectar and pollen content in flora and fauna, beekeeper's characteristics
and bee migration decisions, etc. We develop an inter-temporal analytical model to address
these challenges and determine efficient migration strategies by capturing relevant features of
the setting.

Reverse logistics for produce: Introducing sustainability into the grocery supply chain
Sudeepta Sagarika, Maulana Azad National Institute Of Technology
Naman Dwivedi, Maulana Azad National Institute Of Technology
Akhilesh Barve, Maulana Azad National Institute Of Technology

Over the last few decades, rising global temperatures and ecological degradation have become
a matter of serious concern. GHG emissions are generated by food chain activities such as
producing and distributing food and dumping waste food in dumpsters, all of which contribute
to global climate change. The worldwide anthropogenic GHG emissions from the food supply
chain are estimated to be approximately 19 and 29%. Cereals, carbohydrates, drinks, sweets,
oils, fruits and vegetables and dairy products account for 61% of the GHG emissions from the
food supply chain that contribute to climate change. Consequently, food companies are
increasingly recognizing the need of being environmentally responsible in their operations.
Reverse logistics has been incorporated into the food supply networks of several nations. Firms
can improve sustainability while decreasing costs and increasing the lifetime of a product by
implementing RL techniques. Handling of returns, item recycling and effective product
disposal are some of the RL strategies. In contrast, RL has not observed any expansion in the
Indian industry. In India, 40% of the food produced is wasted, costing the country $92,000
billion annually. Therefore, India has greater scope for RL implementation. Given the vast
geography and existence of various business segment landscapes in India, RL may be a highly
arduous and specialized activity. A well-designed reverse distribution strategy can result in a
substantial return on investment as well as greater market competitiveness. Hence, this study
aims to investigate the factors impeding the implementation of reverse logistics in the grocery
supply chain.
 Track Name OBHR-7 Track Date 18.11.2022 / 9.00 to
10.30
Track Chair Prof Mukund Vyas

Role of Mentorship on the Leadership Aspirations of Women in Higher Education

Institutions: A Comprehensive Assessment
Nairitee Sil and Usha Lenka,Indian Institute of Technology Roorkee,India

Women are continually making significant advancements in higher education at a consistent

and progressive pace. However, the concentration of women is primarily restricted to the lower
and middle management levels, and the number of women who hold senior leadership positions
is disproportionately low. These missing numbers of women in higher echelons in academia
can be explained based on various societal, cultural and organisational barriers collectively
known as the glass ceiling. Previous studies have analysed factors that impede women from
reaching the top leadership ranks. This study, however, explores the role of mentorship as an
enabling factor in supporting women who aspire to attain senior ranks in higher education. The
research encompasses a comprehensive review of literature on the impact of mentorship on
women’s leadership aspirations in HEIs. The paper further explores the practical implications
of mentorship that promise to help women in senior leadership roles and inform future
interventions that will help support and retain women in higher education leadership positions.

Influence of poor safety culture on mental health and occupational satisfaction

Suchitra Labhane and Dr. Shiney Chib,Datta Meghe Institute of Management Studies,
Nagpur,India

Culture is a single term but when different people come together it becomes complex because
of the differences in attitudes, perceptions, beliefs, and values. These differences affect the
basic principle of a safe environment. Hence it is implied that timely training and awareness
are needed to develop trust and uniformity among employees. Safety culture is about safety at
the workplace. There is no standard definition of safety culture but it is about people and how
they work together. But every organization can have its own meaning of safety culture which
is the commitment of management and employees toward self and subordinates’ safety at the
workplace. The behavior of employees can be affected by the management role and the safety
culture of an organization, especially in a manufacturing industry where the risk is more. This
study will identify the best and poor safety culture practices of different organizations and
investigate the influence of poor safety culture practices on employees' mental health and its
relation to occupational satisfaction. A survey is conducted on 300 employees with a
questionnaire for measuring safety culture. The focus of the questionnaire is on the components
related to organizational culture, the behavior of employees, level of risk at the workplace,
safety environment, awareness of safety culture, job satisfaction, etc. The research paper's
findings are the different behavior of employees toward their safety and the related job
satisfaction.
 Examining the role of Gender Differences in Online Luxury Purchases: An Emerging
Market Context
Vishal Soodan, Deeksha Sharma, Anurag Jain and Bikash Debata,Kirloskar Institute of
Advanced Management Studies (KIAMS),India

This research investigates factors influencing online luxury purchases. The study addresses the
glaring gaps in the existing research frameworks and proposes an integrated model of online
luxury purchase using Self Determination Theory. To strengthen the existing understanding on
the antecedents of online luxury shopping, the study incorporates constructs of SDT theory and
two additional constructs in assessing online purchase behaviour. This cross-sectional research
model is based on ‘motivation-intention-behaviour’ and was analyzed using Structural
Equation Modeling (SEM) applied to collected data of 392 consumers of luxury products.
Findings indicate a significant impact of autonomy, competence, and relatedness in
determining luxury purchases. Research further revealed the significant role of perceived
business model innovation and brand love but found it varying across the gender. Study has
implications for researchers and marketers and hence suggests gender specific inputs based on
analysis. It is further suggested that luxury websites should clearly communicate the benefits
and contribution of online purchases in augmenting their public identity and status. Research
findings may facilitate development of higher order models for future investigations and
supervise the formulation of strategies leading to increased adoption of online luxury
purchases.

Strategy develops employee’s critical digital and cognitive capabilities their social and
emotional skills in this, covid-19 Scenario
Ajay Kumar Yadava, RSMT (UP COLLEGE VARANASI) (AKTU LUCKNOW), India

Events have played a significant role in the way in which the corona-virus pandemic has been
experienced and known around the world. Little is known though about how the pandewok has
impacted on supporting, managing has impacted on supporting managing and governing events
I Municipal (I,e local) authorities as key stakeholders nor how events have featured in the
opening up of localities. This papers reports on empirical Research with senior events officers
for local authorities in the up on these key knowledge gaps.

Analysis to determine the effect of Covid-19 on performance management system that

impacted work life balance of employees
Bhavish Jugurnath, Roucheet Bissessur, Nandi Devi Bidessie and Mootooganagen
Ramen,University of Mauritius,Mauritius

The rationale of this study is to assess the impact of covid-19 on performance management
system and how work life balance of employees has been affected with the implementation of
this new performance management system. This study was done to understand how
organisational goals can be aligned with the new performance management system and how
employees could achieve these goals when working from home without affecting their normal
work life balance. For the literature review, raw data for performance management system and
work life balance were collected using various methods, for instance; books, articles, online
journals, e-books, past research data and websites. For the purpose of this study, primary data
was used by conducting a survey in the form of online questionnaire which was sent to
individuals and organisations who implemented work from home policy in the pandemic. In
total, the sample size for this study was 125 respondents. The questionnaires were distributed
to the population using non-probability sampling as not all organisations implemented the work
from policy. Then after collecting data, they were analysed using the IBM Software Statistical
Package for Social Science (SPSS) version 21. According to the results, it has been identified
that Covid-19 has no impact on the performance management system as employees have been
able to continue their work flow in the pandemic and the only difference that was noticed, is
that the performance management system was more virtually as employees were working
remotely. Also, the work life balance of employees was not affected with Covid-19 as
employees were doing the same job at home which they were doing in the office.
 Track Name OBHR-8 Track Date 18.11.2022
Track Chair Dr. Shailendra Nigam

Analyzing the role of Leadership during change management: Systematic Literature

Review, Bibliometric Analysis, and future research agenda
Janvi Bhindi, Nirma University, India
Shahir Bhatt, Nirma University, India

Purpose- In this VUCA (volatile, uncertain, complex, and ambiguous) world, change has
become a new common and so are the challenges faced by leaders. For researchers, leadership
and change management have been a focal point for a long time because of their crucial roles
and impact on overall organizations. However, with the turbulent environment in today’s
world, previous literature may not address most challenges faced by organizations now.
Therefore, this paper addresses the gap and identifies upcoming themes and clusters on the role
of leadership during change management. The study further proposes implications for research
in future.
Design/methodology/approach- Bibliometric analysis was done with Biblioshiny software and
systematic literature review of 28 papers were done using PRISMA guidelines.
Findings- The study suggests future research direction focusing on topics like leadership and
change management in startups, influence of technology on leadership, comparison of
leadership in public verses private sector and use of alternative research methodology for
evaluating the role of leadership during change management.

Influences of Strategic HRM on Sustainable Competitive Advantages of Information

Technology Firms in Chennai
Jayapalan Kavitha, VISTAS, India
Sudha S, VISTAS, India

For a firm to effectively compete in today's market, the need for continual enhancement of their
performance, by lowering costs or improving product and service quality is inevitable. This
could be done to a certain extent by drawing support from HR professionals provided they are
impressed with the outcomes associated with strategic HRM. “SHRM” refers to the systematic
deployment of human resources and relevant activities, which ensures an organization to
achieve its end results. This study has been undertaken to assess the influence of strategic HRM
in helping an organisation to achieve a momentum towards a competitive advantage which is
sustainable in nature in the marketplace so as to have leverage over its competitors. The study
is limited to the information technology sector with its Chennai geographic location. It has
sought to obtain the opinion of HR professionals who have put in at least a minimum experience
of about ten years. The significance of incorporating a well planned strategic strategy becomes
inevitable for managing human resources under this knowledge-based competition
environment. A well thought out strategic approach to managing human resources invariably
leads to the entity’s competitive edge in market. While enterprises benefit from gaining a
competitive edge, few do so, and few more have started doing so through their use of human
resources by identifying the right types of strategic HR fits.
 Use of Artificial Intelligence in Human Resources in IT Industries
Vishwanadh Raju, Dun & Bradstreet, India
Dr Saisree Mangu, Gitam University, India

Artificial Intelligence is evolving as the most desired tech tool that can be leveraged to provide
cutting edge business solutions. Its impact is estimated to be tremendous compared to
conventional methods. Post pandemic, human perspective about regular activities have seen a
paradigm shift and one of them is the virtual human resourcing. This work talks about the role
of Artificial Intelligence in Human Resources and its impact on IT companies. The paper
describes the tools and techniques available for smart talent acquisition, without human
interventions. The paper also reports the merits and demerits of various tools and technologies
human resources operations while elaborating the impact of Artificial Intelligence in Human
Resources. Use of Artificial Intelligence and to be more specific use of Machine Learning,
Deep Learning, Data analytics, Natural Language Processing, Computer Vision, Quantum
computing and Robotics in Human resource functional areas such as talent acquisition sub
process steps like Job description Management, Sourcing, Screening, Assessment Process,
Offer and Post Offer onboarding Process. Paper also briefly touch upon Human Resources
Business partnering and Learning and Development.

Empowerment mediates the relationship between psychological capacities and thriving

at work: A study on selected service sector
Harold Andrew Patrick, Faculty of Management Studies, Jain Deemed to be University, India
Debarati Nag, Faculty of Management Studies, Jain Deemed to be University, India
Jacqueline Kareem, School of Education, Christ University, India
Ujjal Mukherjee, Faculty of Management Studies, Jain Deemed to be University, India

The Indian services industry is one of the country's largest employers, employing 31.45% of
the country's total workforce. The network of service sector companies is quite extensive,
spanning the whole nation. The aim of the study is to validate the relationship between
psychological capacities resilience and empowerment and thriving at work in select services
organizations. The study also focuses on mediation effect of psychological empowerment on
resilience and thriving at work of employees in service organization. This study is conducted
only in the select services organizations in the private sector. The specific sectors like e-
commerce, retailing and banking are selected for the present study. Given that the variables
being studied are continuous, a descriptive and quantitative research approach is used. The
analysis is done using data collected through standardized, valid and reliable questionnaires.
The final sample collected for the present study was 722. To choose the organisations, a
stratified sampling approach was used; the strata were created based on industry sectors and
functional categories. To cull which participants to present the questionnaire to in the study,
judgmental sampling was utilized.SPSS V.20 used for analyzing the data and AMOS SEM is
used to find out the mediation effect.

Employability Skills and Engineering: An Analysis of Demand of Requisite Skills

Amongst Engineering Students
Dr. Alpa Sethi, Amity University, Gwalior , Madhya Pradesh, Inida

Globalization, knowledge and competition have intensified the need for highly skilled
workforce in both the developing and developed nations as it enables them to accelerate the
growth rate of their economy towards higher trajectory. Today all economies need skilled
workforce so as to meet global standards of quality, to increase their foreign trade, to bring
advanced technologies to their domestic industries and to boost their industrial and economic
development. Even companies are also requiring their workforce to have higher levels of skills
to enable them to engage in innovation, improve the quality of products/services, and increase
efficiency in their production processes which often defines their competitiveness. The talent
available in emerging markets such as India, China is increasingly being hired by the employers
in mature markets such as America and Europe creating a global workforce. The expansive
pool of millennial professionals in India is set to become one of the largest labour forces in the
world by 2027.
With the Indian talent competing against the best of the best in a globalized economic
environment; it‘s highly relevant to know, what are the skills that are considered to be highly
important among employers across the globe. With the ever-changing global landscape there
is an effluent need for certain skills that are the future of engineering. These skills represent
the dawn of a new age where the redundancy and animosity posed by human errors would
become completely irrelevant. Thus, it is not just essential but the natural process of evolution
for the students to be well versed in the skills that might hold the key to future. The knowledge
of Artificial Intelligence, Data Sciences, Data Engineering, Machine Learning are quite often
referred to the new age skills or the next generation skills. These skills are much sought after
these days by employers. But Unfortunately, About 60 percent of the jobs have been forecasted
for the service sector in India but there exists a wide gap in the employability skills required
by the industry and those possessed by the graduating students in India. Furthermore, in a
competitive environment, economic graduates who have more employability skills will be
more successful. So, students‘employability skill must be continuously adapted to labor market
needs but some researches show that graduates do not have the skills needed for the modern
workplace.
Hence, there is a need to evaluate standard employability skills or readymade skills which
should be possess in indian graduates for competing in global market. Therefore, this paper
would throw a light on the analysis of various employability skills demanded by industries
amongst engineering students.

Examining the Role of Culture in Corporate Decline and Turnaround: Insights,

Challenges, and a Future Research Agenda
Sumit Arora, Jindal Global Business School, O.P.Jindal Global University, India
Krishan Kumar Pandey, Jindal Global Business School, O.P.Jindal Global University, India
T.Joji Rao, Jindal Global Business School, O.P.Jindal Global University, India
Sumeet Jhamb, University of Alaska Anchorage, USA.

The social exchange between the members forms the culture of an organization. Once formed,
such culture influences how decisions are made in an organization. The corporate decline is a
unique context during which the resources in an organization get depleted, and the stakeholders
start competing. Under such a unique but difficult situation, an organization finds that the
support of its stakeholders is critical from a resource patronage perspective. The support of
stakeholders depends upon the stakeholder culture within the umbrella of an organization's
culture. Organizations with an altruistic cultural environment take care of all their stakeholders
even in difficult times, whereas organizations with a self-interested cultural environment
prioritize stakeholders based on the latter's attributes of power, legitimacy, and urgency. Since
stakeholder utility follows a social nature, such prioritization (stakeholder salience) of a few
stakeholders and marginalization of others may lead to the exit of a few stakeholders, adversely
impacting a declining firm's attempt towards growth. The current research on corporate decline
has remained silent on the role of culture as one of the response factors towards the process of
turnaround and growth. Therefore, the present research intends to undertake a state-of-the-art
on the relationship between culture and its impact on firms facing corporate decline but
attempting growth and turnaround. The study will be undertaken through a systematic literature
review of peer-reviewed articles in top-cited journals, using the PRISMA framework and ADO
protocol. Since any cultural modification takes time and must be done on a pre-mortem basis,
the novel attempt is expected to help the practitioners establish a growth and turnaround-
oriented culture, given that all firms decline at some point in their lifecycle. The researchers
can also move beyond the four response factors suggested to impact the turnaround process
and look forward to this research for a theoretical contribution towards the role of culture when
the firm is declining and attempting a turnaround.

Challenges in labour management and Implications for labour reforms

Shailendra Nigam, IMI New Delhi
Shikha Bhatia, IMI New Delhi

In the present era of conflicts, turbulences, disruptions in all facets of existence, be it social,
political, economic, or technological, the world looks towards India as a country which can
show the path for the diverse societies to move forward in various walks of life. The
fundamental challenges in framing Labour laws in India is due to a very diverse workforce
with different requirements for each cognate set. Each stakeholder i.e., Labour, Employer,
Central Government and State Governments have different views about the reforms to be
brought in. Their interests are often conflicting, and the policy makers have the challenge of
balancing that when enacting reforms in Labour laws.
The consolidation, rationalization and simplification of labour related regulations is on track.
In 2019 and 2020, 29 central labour laws were amalgamated, rationalised, and simplified into
four labour codes.The new laws were in tune with the changing labour market trends and at the
same time accommodating the minimum wage requirements and welfare needs of the
unorganised sector workers, including the self-employed and migrant workers, within the
framework of the legislation.
 Track Name MARK- 4 Track Date 18.11.2022 / 9.00 to
10.30
Track Chair - Dr. Akshay Kumar

Evolution of online brand communities: A bibliometric review and thematic analysis

Shubhi Changani and Rakesh Kumar

The emergence of social media has facilitated communication between marketers and
consumers. As a result, businesses have created their brand page on social media platforms
popularly known as online brand communities. These communities help businesses to establish
and maintain customer-brand relationships, also allow them to directly engage with their
customers and share various brand-related information. The purpose of the study is to
summarize the research of online brand communities in different aspects: first, online brand
communities and its publishing journals, authors, affiliations are uncovered. Second, using
thematic analysis, prominent online brand themes are unearthed. The current study uses
bibliometric analysis with the biblioshiny software and Vos-viewer suite to assess the degree
of research being conducted in the field of online brand community. The study was conducted
on 1600 articles extracted from Scopus database published between 1997-2022. The results
reveal the major trends in article, author, country, journal performance as well as thematic
trends of online brand community research. This paper is the novel attempt of bibliometrics
and thematic analysis on online brand communities. Thus, from the identified online brand
communities’ theme, important avenues for further research such as online community,
netnography, social capital and online community social network, co-creation are also
identified.

Environmental Concerns, Government Initiatives, and Young Consumers' Intentions to

Adopt Solar Technologies: Application of the Theory of Planned Behavior
Vikas Kumar, Arun Kumar Kaushik and Amanpreet Kaur

The energy shortfall in India reached 623 million units (MU), exceeding the shortage in March
2022. Some states had power outages for more than 16 hours a day. India heavily depends on
coal to fulfill the growing electricity demand, leading to the environment's deterioration. As
sunlight is available in almost all states of India, solar technology may ease India's electricity
problem by installing solar rooftops, reducing energy bills and pollution, and helping in
environmental protection and sustainability. Being potential customers, young consumers may
influence their families in solar technology adoption decisions.

Focus of the article: The present study aims to elucidate the young consumers (generation z)'
intentions to adopt solar technologies and examine the impact of environmental concerns,
government initiatives, and TPB constructs on their behavioral intention.

Research questions: (1) How do environmental concerns and government initiatives impact
attitude, perceived behavioral control (PBC), and subjective norms? (2) How do PBC, attitude,
and subjective norms impact young customers' solar rooftop adoption intentions?

Methods: Data were collected from 372 Indian college and university students using purposive
sampling. Structural Equation Modeling was applied using the Partial Least Square method
through SmartPLS software. Additionally, IBM SPSS software was used for descriptive
analysis.
Results: The results revealed that the constructs such as environmental concern, government
initiatives, subjective norms, and attitudes have a significant effect on the customers' intentions
to adopt solar technologies in the Indian context. In contrast, the perceived behavioral control
construct had a negligible effect on customers' intentions, which means respondents believe
solar technologies require a substantial initial investment, maintenance, technical expertise,
and frequent panel cleaning, making them less popular among customers.

Recommendations for practice: Based on results, marketers must disseminate the information
on solar technologies' availability, varieties, safe cleaning methods, and acquisitions mode. To
build up the PBC, infomercial ads highlighting the performance of solar technologies to
persuade initial trial behavior can be developed. Thus, the practical implication would be to
create a favorable environment by eradicating the prospective hurdles and improving young
students' perceptions to act pro-environmental and adopt solar technologies.

Originality- Though some studies were undertaken in the social context of solar energy, the
young consumers' intentions have not been studied yet. Therefore, the present study fills this
gap and analyzes the students' intention toward solar technologies. These results will be helpful
for researchers, solar manufacturers, practitioners, government, and policymakers.

Limitations: The present research relied on correlational data, prohibiting causative deduction.
Also, the study did not capture the other potential factors affecting their intentions, namely
trust and motivation.

Understanding big data and its nascent importance in marketing: A systematic

literature
Ruhi Bakhare

In today’s digital era people are extensively using social media for personal as well as business
purposes. People connect on social media for sharing information, get an education, sharing
videos, messages, and many more things. This exorbitant use of social media generates creates
a huge amount of data. This data is used by companies to understand the market and trace the
untapped potential and get connected with the competitor’s customers as well. But still, the
question arises that what is big data and why it is so important for companies? This research
will help to study the level of understanding of big data and its importance in the digital era.
The literature review of this study includes articles published in the Scopus and Google scholar
databases between the period 2011 – 2022. In the first search itself, around 277 articles were
identified that fall close to the research area, which was searched using the keyword “big data
and its importance”, for systematic literature review and meta-analysis using the PRISMA
framework. The articles in press, conference, non-English language, foreign authors, articles
published before 2011and other databases are not considered. The study is further divided into
four segments concept of big data, big data, and marketing, benefits of big data, and challenges
and issues in using big data. A bibliometric analysis is used to study the level of understanding
of big data and its nascent importance in marketing. The study helps in creating a clear picture
of big data and also helps to understand how the companies are using it for marketing purposes.
An added imprint of this study is that it has systematically stated the opportunities and abilities
of technological conjunction in terms of capability, assimilation, impound, and originality
however the search is limited to the Google Scholar database, and time frame that may be the
opportunities for future research.
Does Covid-19 Pandemic Change Consumers’ Online Purchase Intention? Assessing via
Consumer Trust, Social Influence, Perceived Usefulness and Ease of Purchase
Dr. Pushkar Dubey and Dr. Kailash Kumar Sahu

Covid-19 has impacted customers significantly. Online purchases are becoming increasingly
popular among customers nowadays. However, it is unclear what variables influence their
frequent online purchases. The present study tests the direct effect of key factors such as
consumer trust, perceived usefulness, ease of purchase, and social influence on their online
purchase intention. People who were engaged in buying online products/services were
considered to participate in the study. Participants belonging to central region of India, more
specifically Chhattisgarh, were included in the study. Using Google forms, 1060 responses
were collected. Authors tested the collected responses for its reliability and validity. After
receiving satisfactory measurement results, authors applied structural equation modelling
(SEM) and found that Consumers’ perceived usefulness, ease of purchase and social influence
were found positively and significantly connected to their online purchase intention. However,
consumer trust factor explained weak relationship with their online purchases. It concludes that
online purchases have become frequent among consumers due to its usefulness, ease of
purchase and social influence, but still the perception of online purchases lack trusts among
consumers.

Overtourism and Host Communities: A Case Study on Kaziranga National Park

Nitesh Kumar and Sunildro L S Akoijam

The Kaziranga National Park in Assam is one of India's most famous national parks. It is
regarded as a "honeypot destination" for both domestic and international tourists. One of the
first reasons it is a "honeypot destination" is that it is a UNESCO World Heritage Site, as well
as the only place in the world where the one-horned Rhinoceros are found. Tourism growth in
these areas has gradually increased and created both positive and negative consequences. The
park is crowded during the peak season and reflects the sign of "overtourism." The study, titled
"Overtourism and Host Communities: A Case Study on Kaziranga National Park," focuses on
how tourism is growing faster in KNP every year, which may be a growing concern for
everyone involved.

Objective
The purpose of this study is twofold: first, to determine the factors that contribute to excessive
tourism in Kaziranga National Park; second, to investigate the effects that extreme tourism has
on the local communities that are located there.

Methodology
Data from primary and secondary sources are gathered for the study. The primary data are
collected through the use of a questionnaire, while the secondary data come from various
sources such as newspapers, articles, research papers, and journals. The increase in the number
of tourists visiting the KNP can be attributed to various causes.

Findings
According to the study's findings, ecotourism is becoming increasingly popular, and as a result,
this park is becoming a favorite destination for an increasing number of tourists. Second, most
tourists base a significant portion of their decisions on the information they find on social media
platforms. It is anticipated that there will be a larger increase in the number of domestic tourists
arriving in the year 2020-21. Although tourism is thriving in the destination, it hasn't had much
of an effect on the local communities' ability to make a living because most of them are
involved in other activities such as agriculture, livestock rearing, fishing, and so on.

As a result of the research, a proper management system can be implemented to prevent the
potentially disastrous effects of overtourism tourism.

Prioritizing job competencies for better customer satisfaction: an ANP approach

Shanujas. V, Faculty, School of Management Sciences, Indian Institute of Engineering
Science and Technology Shibpur, West Bengal, India, shanujas.v@gmail.com
T. Radha Ramanan, Associate Professor, School of Management Studies, National Institute
of Technology Calicut, Kerala, India, radha_ramanan@nitc.ac.in

The study aims to identify different job competencies required for cooperative bank employees
to serve their customers better and gain customer satisfaction. The competencies are identified
in three stages including the direct observation method, the Delphi method, and the focus group
technique. The identified 24 competencies are weighed and determined its order of preference
or rank by employing AHP and ANP methods. Among the main criteria, technical
competencies have the highest priority when the AHP method is applied. For understanding
the overall order of preference of 24 competencies, the ANP method is employed. The result
revealed that computer proficiency, trustworthiness, empathy, conflict management, oral
communication, initiative, influence, teamwork, emotional control, and adaptability comes in
the first ten ranks among 24 job competencies identified as indispensable for customer
satisfaction. The findings serve many managerial implications in the domains of policy-making
in recruitment, selection, training, and performance appraisal.
Keywords: Job competencies, cooperative banks, AHP, ANP
 Track Name STRAT-4 Track Date 18.11.2022 / 9.00 to
10.30
Track Chair Prashant Salwan

Vocational education and training

Vartika Varyani, Indian Institute of Management Indore, India
Amitab Kotwani, Indian Institute of Management Indore, India

Vocational education and training refer to guiding employable citizens in utilizing their skills
to earn monetary and non-monetary rewards. It is more application-based than formal
educational training as it looks at the technical skills currently required on a job. It often
involves trainers using hands-on instruction to train the individuals. The current article aims to
expand the literature on VET by proposing a model that focuses on increasing the effectiveness
of such training programmes.

CONSCIOUS CAPITALISM: A bitter gateway to a better world - India Inc. and the
way forward
Dr K Abdus Samad, JAMAL INSTITUTE OF MANAGEMENT, JAMAL MOHAMED
COLLEGE, India
M S Muhammad Rameezuddeen, JAMAL INSTITUTE OF MANAGEMENT, JAMAL
MOHAMED COLLEGE, India

The very purpose of this conference paper is to describe and discuss the concept of Conscious
Capitalism, by referring to a novel, ethical approach to the business and its management. A
common conception of capitalism is as an economic system where individual players own and
control property according to their interests and where supply and demand freely determine
market prices in a way that can best serve the society. The desire to turn a profit is capitalism's
fundamental characteristic. As like every coin has head and tail, this concept of Capitalism has
its bitter and better sides.
Financial, intellectual, physical, ecological, social, cultural, emotional, ethical, and even
spiritual values and well-being are all simultaneously created for all stakeholders under the
emerging corporate model known as conscious capitalism. This new company operating
system is far more in line with the spirit of the times and the core of our developing selves. It
is not about being moral or getting rich by doing good that conscious capitalism is about. It is
a way of viewing business that is more aware of its greater purpose, its effects on the world,
and the connections it has with its numerous constituencies and stakeholders. It reveals a more
profound understanding of the purposes of businesses and the best ways for them to add value.
John Mackey and Raj Sisodia stated that Higher purpose, stakeholder integration, conscious
leadership and conscious culture and management are the four pillars of conscious capitalism.
The four features are linked and reinforce one another. These are core principles; they are not
tactics or plans, which is why we call them tenets. They stand for the fundamental components
of an integrated business philosophy, which must be comprehended in its entirety in order to
be properly implemented.
The paper focuses on how the corporate environment has changed over the years in light of the
difficulties facing the globe today and the rising levels of consciousness among the business
conglomerate. It is crucial for business to align itself with society rather than, as is far too
frequently the case, continue to increase public costs. The conference paper concludes by
recognizing that a conscious approach to business is particularly well-matched with model of
traditional Indian / global business and it is suggested to have more amount of consciousness
towards the society where the company commences and progresses through them.

Role of Agri-preneurship in the Sustainable Development of Agriculture Sector in India

Dr Shivani Hatewar, Prerna College of Commerce, India

India is an agriculture-based economy. Agriculture sector is contributing significantly for GDP

by providing employment opportunity and livelihood for majority of the population in India.
Around 70% of population live in rural and depending on agriculture. Though there's
considerable growth in agriculture sector, the speed of growth is not very much satisfactory
comparing to service sector and manufacturing sector. Consistent with the agriculture ministry,
India achieved an agricultural rate of growth of 3.64 per cent against a target of 4 per cent
growth over the 11th Plan period. An overall rate of growth of 8 -9% in GDP may not be really
helpful in reducing the poverty in India, unless agriculture growth is accelerated. Inclusive
growth is additionally possible only when agriculture growth is achieved and shared among
the people widely from all nooks and corners of the country. Sustainability has become a crucial
challenge in the area of food production. The rise in agriculture produce can become raw
material for a wide range of agriculture-based industries, which can become a drive for the
development of agriculture-based industries. Considering these facts, it's become a priority to
the Government to focus on the development of agriculture and agri-based industries. For
sustainable development of agriculture sector and allied industries for the advantage of
majority of Indian population and for achieving self-sustainability in food grains production,
the concept of ‘Agripreneurship’ has got to be promoted. during this context, this paper will
cover the important areas of Agripreneurship like agricultural inputs, technology, processes
and other areas like food processing, seed processing, floriculture, organic food production
then on. an attempt is made to explore the avenues for Agripreneurship and to propose a frame
work for the development of Agripreneurship in India.

Journey of Acid Attack Survivors: From Victim to Business Runners

Rashida Salmani, Amity University, India
Dr. Geeta Mishra, Amity University, India

In today’s day and age, fast paced global economies incorporate diversity in their organization
in the most wholesome of ways- diversity in terms of gender, racio-ethnicity, age, physical
abilities, qualities, sexual orientation, attitudes, perceptions and backgrounds. The term
“inclusive education” was coined by the World Business Council for Sustainable Development.
It expands to sustainability by taking the business beyond the purview of goods, services and
livelihood opportunities for communities that find these resources difficult to afford in
commercially visible ways. In almost all developing nations, economic growth, poverty and
inequality continue to be the biggest challenge. In Indian context, despite the industrial
reforms, the growth in the industrial sector has not transformed the quality and quantity of
livelihood for majority of the population. This signifies that economic growth alone is not
sufficient in pulling the marginalized sectors out of poverty and their general well being still
remains a challenge. Problem of income inequality, rich-poor divide and geographical and
social exclusion are persistent. This research was aimed to identify the challenges and enablers
in a business for physically disabled people, namely, acid attack survivors.
 Track Name FIN-4 Track Date 18.11.2022 / 9.00 to
10.30
Track Chair Prof Ankita Dash

Effects of Cash Planning in Cash Management Practices on the Financial Performance

of Indian Commercial Banks
Pratibha Godiyal ; Dr. Divya Ghai
Shri Guru Ram Rai University

The general objective of cash planning in public sector banks in Uttarakhand region is to check
the inflow and outflow of cash being done effectively as they are essential for solvency. The
study population was selected from four public sector banks and four private sector banks of
Uttarakhand region of 200 representatives. Out of which the sample size was taken as 200 staff
and management of the population. The study employed a survey research design in data
collection. Statistical techniques of data analysis like (SPSS) version software were used to
determine the relationship between the cash planning as a technique of cash management to
assess the financial performance of public sector banks in Uttarakhand region. The findings of
the study revealed that there is a positive relationship between the cash planning and the
financial performance of Indian commercial banks in Uttarakhand region. Chronback Alpha
was the technique used in assessing the relationship of cash planning (independent variable)
and financial performance (dependent variable) of several commercial banks. The study
recommends that the cash inflows and outflows planning is an essential part of the cash
management technique process. Adequate training must be provided and advance preparation
needs to be made to carry out cash management process with the help of the hybrid technology
mode in the todays VUCA world.

A Bibliometric and Citation Network Analysis of Bank's Performance: Traditional vs.

Frontier Approach
Shweta Kumari,BIT Mesra
Dr. Rohini Jha,BIT Mesra
Dr. Prabhat Ranjan, Indian Institute of Management Bodhgaya

The purpose of this study is to analyze the application of frontier and traditional approaches in
determining bank performance and also to understand the contemporary research landscape by
analyzing the citation networks. To execute the publication search related to bank performance,
the web of science database was used, it was carried out within the period between 1990-2022.
A total of 1634 publications were identified, coupled with 7858 citations links within the
network. CitnetExplorer was used to conduct the citation network analysis of publications
related to the traditional and frontier approach to bank’s performance measurement and
VOSviewer software was used to represent the graphics with distinguished keywords extracted
from the title and abstract of publications. With the help of clustering function, 5 groups were
recognized which encompass the different research areas in the field of evaluating banking
efficiency, bankruptcy prediction, financial crisis, cost efficiency, and efficiency of insurance
companies. A thorough analysis of keywords, their occurrences, and their relevance was
evaluated with the use of the VOSviewer software tool. The results show that on the whole
around one-third of publications (66%) related to bank’s performance measurement deal with
frontier approaches which is predominated by the application of Data Envelopment Analysis
(DEA) and only 10% of publications solicit SFA. Altogether, this study provides an extensive
and objective analysis of the existing studies about bank performance metrics. With the use of
CitnetExplorer and VOSviewer software tools, we were able to analyze, explore and view the
most cited publications to date and the existing citation networks within it. This study will
provide new insights into the evolution of the frontier approaches and guide the scholars in the
selection of appropriate metrics while estimating the bank’s performance.

How highest recorded profit affects Saudi Aramco share price: an event study approach
Sabia Tabassum ; Dr T V Raman
Amity Business School

Saudi Arabia among the world’s largest oil exporters and Saudi Aramco being its largest public
oil and natural gas company recorded the highest quarterly profit made by any listed company
during the second quarter (Aug 2022), driven by a rise in crude oil prices resulting from
Ukraine and Russia’s tussle. This paper aims to study the impact of the highest quarterly profit
on the share prices of Saudi Aramco (a proxy for crude oil) considering a window period of -
30 days to +30 days, by using the Event Study Methodology.
The event study includes identification of event (announcement) date to the market/media,
estimation of returns, measuring abnormal returns, cumulating abnormal returns across time,
and checking the statistical significance of the cumulative abnormal returns (CARs) (Cellier
and Chollet, 2011).
Through captioned study we intend to answer the following research questions:
a) What is the performance of Saudi Aramco share price after the declaration of recorded
net profit on 14th Aug 2022 in the short run
b) How can results and analysis help investors and policymakers?
c) Can this study prove semi-strong form of efficiency of market?

Branchless Banking and Profitability – A Case Study

Dr. Divyesh Kumar, Faculty of Management Studies, CMS Business School, JAIN (Deemed-
to-be University)

As per Consumers International, the future of hassle-less banking lies in embracing fintech as
a medium to carry transactions. The use of ATMs, debit cards, and credit cards along with E-
Banking and M-Banking (Mobile Banking) is increasing in vogue today. With its
advancements, ICT (Information and Communication Technology) is the backbone of such a
global change. In India too, branchless banking primarily involving credit cards, debit cards,
ATMs, PoS (Point of Sale) payments along with E-Banking and M-Banking have come a long
way in facilitating customers to have seamless experiences while depositing and withdrawing
cash, receiving collections, and while making payments against purchases and a variety of bills.
This article attempts to study the relationship of branchless banking with the profitability of
HDFC Bank during the period 2010-11 to 2019-20. Proxies for branchless banking chosen are
the number of ATMs, debit cards, and credit cards during the above-mentioned years. Results
(Correlation and Regression analysis) posit that there is a significant relationship between the
above proxies and the profitability of HDFC Bank during the period. The approval of the
merger of HDFC and HDFC Bank by the NHB, is anticipated to strengthen and cause a stronger
geographical reach in the Indian subcontinent to further boost the bank’s profitability.
Expounding on the evolution of FinTech, focusing on the Banking sector, Digital Money
and Financial Inclusion
Tosina Devi Rajiah,University of Mauritius

This paper investigates on the evolution of financial technology and its impact on banks, digital
money and financial inclusion in Sub Saharan Africa. The sample is constructed on a panel
data whereby 22 countries is covered for a period of 20 years between 2000 to 2020. The data
is analysed in three sets of Panel namely, Panel data A, B and C respectively. The variables in
Panel data A are FinTech Formation, Capital Adequacy, Asset quality, Management
Efficiency, Earning Per share and Liquidity ratio and these data are collected from annual
reports of 10 banks namely, MCB Group Ltd, SBM Holdings Ltd, Absa Bank Botswana Ltd,
Standard Bank Group Ltd, Nedbank Group Ltd, Zenith Bank PLC, Investec Ltd, Commercial
International Bank Egypt SAE, National Bank of Kuwait Egypt SAE and Capitec Bank
Holdings Ltd. The variables in Panel data B are FinTech Formation, Broad Money, Credit to
the Private Sector, Bank or Mobile Money Account, Automatic Teller Machines, Commercial
Bank Branches, Fixed Broadband Subscriptions and Mobile Cellular Subscriptions and these
data are collected from World Bank’s World Development Indicators (WDI). A generalized
method of moments (GMM) Technique is used in this research paper in order to resolve
potential endogeneity. The results demonstrate that the advancement of FinTech has brought
about positive impact to the banks as it has improved the capital adequacy and management
efficiency of the banks. However, it has also reduced the profitability and asset quality of the
banks. Moreover there seems to be a rapid growth in mobile payments which gives rise to
competition as well as risks.

The impact of Information Asymmetry in the linkage between Corporate Disclosure

and Cost of equity: A case study of Indian Listed Companies
Amanjot Kaur ; Aparna Bhatia
Guru Nanak Dev University Amritsar

This paper intends to explore the association between voluntary corporate disclosure and cost
of equity in the presence of third variable namely Information asymmetry.
Design/ Methodology /Approach: Study is based on sample of 360 firms selected from BSE500
index for a period of six years from 2015 to 2021. A self-constructed voluntary corporate
disclosure index is created using information from Annual reports of listed companies in
accordance with recommendations and guidelines provided by the Ministry of Corporate
Affairs and disclosure requirements suggested in Schedule IV section 2(e) of SEBI Listing
Obligation and Disclosure Requirements (LODR) 2015. The CAPM model is employed to
calculate the cost of equity. Share Price Volatility has been used as a proxy variable to assess
information asymmetry. The effect of beta, company size, leverage, liquidity, growth, and firm
age have been controlled.
Findings: Negative relationship is found between corporate disclosure and cost of equity.
However, information asymmetry bears negative relationship with corporate disclosure and
positive relationship with cost of equity. In addition results highlights that corporate
disclosure reduces cost of equity through information asymmetry. Information asymmetry
mediates the relationship between voluntary corporate disclosure and cost of equity.
Implications: When compared to the findings of previous research, information asymmetry is
high in India, indicating a bigger disparity in bid-ask spreads of securities. As a result, the
existence of higher transaction costs in the price of shares is shown. This demonstrates that the
transaction cost theory holds true in the case of the Indian economy. Managers should improve
their disclosure policies in order to reduce the information gap between stock market
participants to obtain money from the market at a lower cost.
 Track Name IS-4 Track Date 18.11.2022 / 9.00 to
10.30
Track Chair Ashveen Kutowaroo

Evaluating Digital Maturity of Micro and Small Enterprises through Qualitative

Analysis: A Focus on Women-Led Enterprises in Rural Maharashtra
Anushka Kulkarni, Prin. L.N. Welingkar Institute of Management Development and
Research

This study aims to understand the concept of digital maturity as a combination of two
dimensions: digital intensity and transformation management intensity, to develop the
theoretical and empirical foundation of the Digital Maturity model. By applying the digital
maturity framework, women-led micro and small enterprises in the Konkan and Marathwada
regions of Maharashtra are evaluated for digital maturity using an in-depth interview method
for data collection. This process is undertaken to determine their level of digital maturity to
enable effective customer engagement. A dynamic Self-Assessment Digital Maturity tool has
been developed to support these enterprises in their strategic development and organisational
growth through digital transformation. This work identifies how technology-enabled initiatives
lead to transformation in the organisation and the way in which enterprises create the leadership
capabilities to drive and sustain the digital transformation in an organisation. The Digital
Maturity Index, developed by Deloitte, is used to calculate digital maturity. Enterprises are
divided into six archetypes: laggards, followers, operators, innovators, potentials, and
champions to measure their approach towards digitalisation. The Dynamic Systems Maturity
Theory (DSMT) is used as a theoretical basis to study how internal and external forces have an
impact on the digital maturity index of an enterprise. The study measures digital transformation
through a grounded theory approach.

Redefining Talent for Industry 4.0: A future Agenda

Kiran Marlapudi, Indian Institute of Technology Roorkee
Usha Lenka, Indian Institute of Technology Roorkee

Talent, the intangible asset of an organization, is the source of competitive advantage, making
talent management (TM) practices more prevalent across industries. The business environment
of the global economy has entirely transformed since the call of the "war for talent,"
necessitating the need to re-examine TM practices and the concept of talent in the
contemporary world. With the advent of Industry 4.0-related technologies, jobs and tasks are
highly automated, diminishing the traditional job roles and creating a new wave of jobs
requiring new skill sets and evolved competencies. To succeed in this complex scenario,
organizations and individuals have to get into the habit of reskilling and upskilling to stay
relevant to the evolving nature of the future of work. In this paper, we explore how talent can
be redefined for Industry 4.0 by systematically tracing the evolution of the talent concept over
the two decades and identifying the evolving competencies required for Industry 4.0. We
propose a framework based on the global skills taxonomy that encompasses the competencies
that talents need for Industry 4.0. This dynamic framework can be constantly updated with
evolving skills to keep up with changing times and contexts. It can also guide training
institutions, organizations, and governments to identify the competencies individuals need to
develop through reskilling and upskilling to be prepared for the future of work.
 The impact of digital money revolution on the economy & GDP: An investigation on
selected countries that have legalised and adopted the digital currency in their system.
Bhavish Jugurnath, University of Mauritius
Nousrat Sabah, University of Mauritius
Roucheet Bissessur, University of Mauritius

The objective of this thesis is to investigate the impact of the digital money revolution on the
country's economy and GDP that have legalised and adopted digital currency in their systems
by employing macroeconomic indicators as well as other proxy variables. Different control
variables as well as some proxies have been employed to test the sensitivity of GDP. Panel
regression analysis was conducted for a time period of 2016-2020. An Arellano-Bond GMM
estimation was run and the estimating panel models were computed. The results revealed that
the Fixed effect model is the correct model as most of the independent variables are significant
in explaining the GDP. Moreover, implementing digital currencies can facilitate worldwide
transactions within one day compared to fiat currency which took days to receive the full
amounts and also accelerate the FDI. However, internet access as the percentage of the
population which has been proxied to IoT and network unveiled that digital currency can
adversely affect the GDP and victimises the security of users. Therefore, the conclusion drawn
is that the overall consequences of this revolutionizations in digital money is a silver lining in
the dark clouds that mean adopting or legalising digital currencies does accelerate the economic
performance. However, the other outcomes revealed that having cryptocurrency in the
economy is likely to cause a threat to commercial banks and also the lives of our planet due to
air pollution caused by the massive usage of electricity. The main limitations of this study is
that missing values were encountered when collecting the data. With digital currency still being
at the exploring stage globally, no empirical evidence has been led at this point regarding the
consequences of CBDC on the expense of credit, economic and financial stability in any digital
currency research papers. Due to lack or missing data, several proxies need to be employed as
a result data is not available about different indicators which has restricted the research in terms
of time frame and the number of countries.

Towards an identity-privacy-citizenship nexus in public service digitalisation

Mark Burke, LINK Centre, University of the Witwatersrand

Public service digitalisation presents significant challenges to the foundational constructs of

identity, privacy and citizenship that undergird citizens-government relations. These
challenges arise from processes of automation, datafication and mediation that enable public
service digitalisation. These processes have the potential to alter existing citizen-government
power relations in the push towards digital government. Identity, privacy and citizenships have
conventionally been addressed as individual constructs in citizen-government relations in the
literature, each with its knowledge base and disciplinary approaches. This essay provides a
conceptual framework that argues for the adoption of an approach that recognises that these
constructs are integrally linked, intertwined, entangled and co-constitutive. This framework
proposes the adoption of an identity-privacy-citizenship nexus to the extent that these
constructs have to be considered together to assess the full implications of public service
digitalisation for citizen-government relations. Identity construction and development requires
a realm of autonomy (Cohen, 2000), while privacy provides the protective membrane that
insulates this private space of the individual in which identity development, autonomy and self-
determined living free from interference are enabled. Identity construction, and the autonomy
and self-determination afforded by privacy protections, are foundational to the practice of
informed and reflective citizenship (Cohen, 2013). Thus, the identity-privacy-citizenship nexus
is co-constitutive of the citizen-government relations in democratic governance systems. The
conceptual framework draws on literature from posthumanism, human-computational
assemblages and Actor-Network Theory to argue for analysing citizen-government relations
through the lens of an identity-privacy-citizenship nexus as a more productive avenue for
understanding the emergence of digital government in contemporary society.

Transformation of Traditional Teaching to Digital Teaching

Subramaniam Iyer, Datta Meghe Institute of Management Studies

"Educational Institutes were running in a traditional fashion but with COVID-19 the entire
scenario is changing. Thanks to online platforms like ZOOM, WEBEX, GOOGLE
CLASSROOM, CANVAS, etc online education has a great future in the world. The
transformation from traditional teaching to digital teaching has been quite painful. The research
will be focused on the methods that have made transformation simpler and more user-friendly.
It will focus on the implementation of Google classroom and the way it should be managed to
make it student-friendly.
The major obstacle while implementing online classes is the attention of the student and in this
process, the quality of education is suffering. The limitation factor in this research is that the
researcher cannot provide a full proof system but it can be implemented closer to 100%. The
digital transformation process from traditional methods will be presented in a flow chart
through platforms that will be user-friendly and the attention of students can be achieved to the
extent of 90%. The future generation will get all the benefits of digital teaching through
platforms that will be dynamic and knowledgeable based with skills being of top priority."

Understanding the managers resistance to blockchain technology: The African

perspective.
Ashveen Kutowaroo, University of Mauritius
Dr Bhavish Jugurnath, University of Mauritius
Roucheet Bissessur, University of Mauritius

Blockchain technology is a novel approach to financial services and is rapidly gaining

popularity in the world. Due to its multiple benefits, Blockchain technology, made popular by
the media offers lots of benefits to the financial services sector. To successfully integrate the
financial services sector, the technology behind a blockchain-based system need to be
understood. Due to its multiple implications for the existing system, there is a need to evaluate
whether blockchain can be seamlessly integrated in our existing context and whether there
could be several managerial implications and any hurdles to its adoption and implementation.
As such, this paper shall establish and test a resistance model (Kim and Kankanhalli, 2009) of
manager resistance to blockchain-based systems in African countries. For this purpose, a
survey questionnaire was administered to managers involved in the financial sector to fathom
the managerial views on blockchain based systems and evaluate their resistance to blockchain
technology. The model was tested by using Structural Equation Modelling (SEM). From the
results of this study, it can be viewed that there are several factors, such as perceived benefit
and support which reduce managers, resistance to blockchain technology. As such the main
highlight of this study shows that the stakeholders involved in the implementation and adoption
of blockchain in the financial sector can fathom the benefits of blockchain technology and
require institutional support for its implementation.
 Track Name PT-4 Track Date 18.11.2022 / 9.00 to
10.30
Track Chair Prashant Sharma

An analysis of financial performance of sustainable development goals-themed mutual

funds in India
Nitin Kushwaha,Indian Institute of Forest Management, Bhopal
Dr Madhur Raj Jain,Indian Institute of Forest Management, Bhopal

To increase their wealth, more and more Indian investors are making mutual fund investments
that are tied to a particular United Nations sustainable development goal (UN-SDG). These
investments support themes like good health and well-being (pharma mutual funds), affordable
and clean energy (renewable energy mutual funds), and innovation (technology mutual funds).
Therefore, it is crucial to examine the financial results of mutual funds in India with SDG
themes. This research is the first to investigate whether Indian mutual funds that invest in a
particular industry relevant to the UN-SDGs may outperform a national market index that is
diversified across industries.

Knowledge structure of institutional investors’ Behavior research: A bibliometric

analysis
Barkha Dhingra, Maharshi Dayanand University
Mohit Saini,Maharshi Dayanand University
Dr. Mahender Yadav,Maharshi Dayanand University

Research on institutional investors' behavior has significantly increased over the last four
decades due to academic interest in the topic. This research aims to analyze the existing body
of knowledge and theoretical underpinnings of institutional investors’ research to trace how
the concept has developed through collaborative networks. The paper examines the trends in
global institutional investors’ research using 446 articles from the Scopus database published
between 1982 and 2022 with bibliometric and content analysis. The authors discover that prior
research has significantly advanced our understanding of institutional investors' behavior. This
area, however, is still full of great potential for future investigation. This study contributes by
offering a thorough assessment of how institutional investors' research has evolved. It describes
the current state-of-the-art and directions for future research on institutional investors’
behavior. The results of this study are helpful for academicians, managers, and regulators to
enrich their understanding of the role of institutional investors in the financial markets, and
corporate management.

Shifting Risk Preferences of Investors and Brown Discount on ESG Investments:

Evidence from European Union
Ashish Pandey,Indian Institute of Management Lucknow

We hypothesize that the association between stock returns and a firm’s ESG performance is
likely to be influenced by the timing of affirmative actions towards improving ESG
performance and the investor interest in pursuing ESG thematic investments. An increasing
investor preference for responsible investing, either through focused tactical allocation to firms
with high ESG scores or through the exclusion of firms with low ESG scores, results in the
same outcome of negative alpha from ESG investing ex-post. In combination, they result in
negative double alpha. We offer empirical evidence using data from 2010 to 2020 for all listed
European firms with a complete ESG score history in the Thomson Reuters Refinitiv database.
Using a generalized least squares regression approach and the Bayesian regression approach,
findings from this paper provide evidence for the declining attractiveness of ESG thematic
investments in the European region over the last decade.

Investigation of corporate social responsibility expenditures in aspirational districts of

India
Abhishek Gawande,Indian Institute of Management Nagpur
Prof Atul Pathak,Indian Institute of Management Nagpur

The enforcement of the Companies Act in 2014 resulted in India becoming the first country to
mandate Corporate Social Responsibility (CSR). In line with it, several companies in India are
mandated to spend 2% of their profits towards CSR funds with the overall objective of
improving the various socioeconomic indicators of the country. Accordingly, companies focus
on various thematic areas to make development interventions across various districts of India.
Towards this end, several sources of secondary data have flagged the issue of misalignment of
CSR funds across different districts. The companies have a diversified focus across aspirational
and non-aspirational districts. Majority of the CSR funds are misdirected towards states
performing well on social indicators and the states with majority of the aspirational districts
receive skewed CSR expenditure. This results in misallocation of CSR funds leading to
suboptimal outcomes and impact of the targeted interventions. With this background, the
current study attempts to investigate the status of CSR across the aspirational districts of India.
The proposed study looks at some interesting insights of PSUs and Non-PSUs in terms of their
longitudinal, geographical and thematic focus across the 112 aspirational districts declared by
NITI Aayog. The outcomes of the study would guide the relevant stakeholders in better
utilization of the CSR funds in the socially, economically and educationally backward areas of
the county.

ESG Disclosure and Business Performance: An Asset Pricing Approach

Vinay Khandelwal,Jaipuria Institute of Management, Jaipur
Varun Chotia ,Jaipuria Institute of Management, Jaipu
Prashant Sharma,Jaipuria Institute of Management, Jaipu

Companies disclose their ESG parameters in order to increase financial returns and signal
market compliance. Investors are increasingly interested in the environmental, social, and
corporate governance (ESG) dimensions of their investments, rather than treating investments
as statistical objects to be optimally combined into portfolios. Analysts traditionally evaluated
these dimensions in qualitative ways, but many data providers are attempting to score these
dimensions, effectively quantifying what was qualitative. The link between ESG scores and
firm financial performance is still not well established because the literature is infused with
conflicting results and paradoxes. This study attempts to model the impact of ESG scores and
ESG disclosure on the market performance of listed equity securities. We utilize Fama-
French’s methodology to create long-short portfolios based on value, size, ESG scores, and
ESG disclosure. Multiple sorts are used to assess the impact of ESG in existing asset pricing
models. For market equities, based on one prominent ESG score provider, we evaluate the
evidence on whether portfolios of highly rated ESG stocks are materially different from their
complements (non-ESG stocks) in their investment opportunity sets. It is obvious that ESG
stocks differ from non-ESG stocks in their ESG dimensions, but we show that ESG stocks'
returns are also different. Although the total return-to-total risk of ESG stocks may be lower
than that for non-ESG stocks, after factor-adjusting the returns and risks, portfolios of ESG
stocks with positive alpha have return-to-risk features comparable to those of portfolios of non-
ESG stocks with positive alpha. It should be possible, by factor-neutralizing portfolios, to build
better beta with comparable alpha portfolios by using ESG factors

A Comparative Study of the Theoretical Paradigms of Corporate Governance using

Complexity Theory
Ankur Shukla,National Institute of Securities Markets
Anindya Pattanayak,Indian Institute of Management Ranchi

The study of the complexity of organizations as social systems has long been established by
researchers and scholars of multiple disciplines (Amagoh, 2016; Ferlie, 2007; Foster, 2005).
Since any organizations would have a large group of stakeholders including employees,
customers, and shareholders, any actions or decisions taken by one group might fall in the way
of the other and create a situation of conflict that may, in turn, affect the outcomes the
organization aims to achieve (Denis, 2011). Complexity theory can provide an understanding
of such interactions and allow us to predict and prevent such situations of uncertainty in the
organization (Ferlie, 2007; Amagoh, 2008). In this paper, we try to look at the different theories
of corporate governance through the lens of complexity in order to obtain more clarity on how
to approach such complex situations.
Complexity theory has been associated with the study of corporate governance in many ways
(Ferlie, 2007; Kuhn et al., 2015; Goergen et al., 2010). In many cases, complexity theory has
influenced an alternate governance model (Pirson & Turnbull, 2012), while in some cases
it has been used as an analytical approach (Smallman, 2004). In the book Corporate
Governance and Complexity Theory (Goergen et al., 2010), the authors explore corporate
governance with the lens of complexity theory providing a comprehensive account of corporate
governance with elements of complexity such as emergence and reflexive adaptive systems. In
the book, they abandon the shareholder model in favour of the stakeholder, which received a
lot of criticism in it being “inconsistent with the fundamental role of a corporation as an
economic institution” along with being “not well-suited to the realities of the typical modern
corporation” (Denis, 2011). This has caused considerable doubt in the minds of organizational
scholars regarding the complexity-theoretic approach to corporate governance.
 Track Name OBHR-9 Track Date 18.11.2022/ 11.00 to
12.30
Track Chair Dr. Deepmala Baghel

A Conceptual Study on Behavior in employees using the Cognition Theory-Mindset

Mental Model Focusing on Digital Transformation and Employee Flexibility post
pandemic
M Mano Nandhini, SRM institute of science and technology
P Poonguzhali, SRM institute of science and technology

Covid 19 has created the impact in most of the sectors like Industry, education institutions,
health care and numerous. It made the organization to infuse the digital transformation as it
was less experienced earlier. In such a stormy environment, the industries have been forced to
transform digitally to operate the business to survive in industry 4.0. The modern issue post
pandemic is the innovation in the digital technology like new software where it is used to
complete the task, tracking of the employee workflows, continuous improvements which leads
to the dynamic and efficient workplace. Next to the technology, the impact on flexibility of the
employees like working from home and also the convenient place and time has created more
contemporary issues in the organization even though it is welcomed by employees. These
changes have started to rely on the modern culture other than the existing traditional culture.
Like companies indulging in more humanized digital work environments globally. This
conceptual study is carried out to identify the behavior of employees because of the
transformation digitally and also how the top-level managers struggle to implement the
required behavior. We identify five behavioral strategies from 50 employees and managers of
the I.T industry using the existing concept of cognition theory- mindset mental model and the
behavior how its contributing to survive the industry 4.0.

Green Human Resource practices in Business Organizations and their contribution

towards achieving Sustainable Development Goals
S K Sindu Bharathi, SRM Institute of Science and Technology

The increasing need for research in the conservation of environment has led the corporate
organizations being committed in bringing out the best practices for the synthesis of
environmental management with human resources. The corporate businesses are shifting from
a conventional structure to a modern dimension which is ready to explore in the area of Green
Human Resource Management (GHRM). Today, GHRM has become a significant strategy in
business organizations and Human Resource team plays a spirited role in going green at the
office. When environmental issues are focused, Indian organizations should view GHRM as
an opportunity to grow in contributing towards our environment rather than merely practising
it. This research paper attempts to study some of the best green practices adopted in Indian
organizations as there is an increase in focus on environmental pollution and waste produced
by them. The study also adds the constructive measures taken by the organizations in executing
the GHRM policies and opens a lot of avenues for researchers to explore and set an agenda for
future in this domain. Finally, this paper intends to study some of the crucial HR initiatives
framed by the organizations contributing towards sustainable development goals.
 It was a blessing in disguise ‘:Quiet quitting as a way forward for autistic employees
during the Covid -19 pandemic in India.
Elixir Sagar, Delhi Technological University
Dr. Shikha Khera, Delhi Technological University
Dr. Naval Garg, Delhi Technological University

The covid-19 pandemic lead many 9 to 5 employees to question the preexisting work culture
and work hours. At the same time it served as a blessing in disguise for many autistic employees
who find it difficult to fit into a neurotypical work environment due to their sensory overload
issues, difficulties with socialization and the constant peril of autistic burnout that comes from
having to constantly mask their ASD at the workplace.
The work from home mandate allowed autistic employees to experience quiet quitting culture
first hand. Quiet quitting culture involves a shift from the existing 9 to 5 or even 9 to 9 work
culture which often makes employees work all hours and bend past their breaking point. It
involves questioning the existing work culture ,setting boundaries ,doing your work
meticulously but not extending it beyond work hours and not working on weekends .It involves
the realization that work is a part of life and not our entire life and that we are more than what
we do for a living. Working from home allowed autistic employees the chance to mentally
disengage from work when the work day was over, it gave them the opportunity to take
frequent breaks, spend more time with family and friends or pursue interests beyond their job,
it also gave them the opportunity to control their immediate environment and thus prevent or
greatly reduce sensory overload. . All of these factors worked in conjunction to improve the
productivity levels, reduce the stress levels , prevent autistic burnout and create an environment
in which the autistic employee would not merely survive but thrive.
Although quite a few research studies have focussed on the impact of Covid -19 induced work
from home mandate on the professional lives of Indian neurotypical employees yet till date as
per our knowledge none of the researches have studied the impact and a ftermath of Covid-19
induced work from home mandate from the perspective of Indian autistic employees. Through
this research article we specifically aimed to examine Indian autistic adults’ (1) Experiences
working from home during the Covid-19 pandemic (2) Impact of working from home on Indian
autistic employees mental health and stress levels(3) Impact of working from home on
productivity levels of autistic employees (4)Challenges faced by Indian autistic employees
whilst working from home (5) work from home accommodations uniquely beneficial to
autistic employees (6)autistic employees level of preparedness and willingness to revert to
hustle culture post pandemic.
Method:
Participants: A total of 17 autistic adults (9 males, 8 females), between the ages of 21 and 50
years, participated in the in depth interviews. An additional 5 autistic individuals were recruited
for the focus group discussion aspect of the study. Recruitment took place in Delhi , Bombay
and Hyderabad. To include the viewpoint of autistic employees with a diverse set of needs ,
the researchers interviewed participants through an organization employing people with
intellectual disabilities, an NGO for autistic adults and existing networks. 12 of the 17 people
interviewed ( 8 males, 4 females) had an official clinical diagnosis of an autism spectrum
condition, according to Diagnostic and Statistical Manual of Mental Disorders (5th ed.; DSM-
5) criteria (APA, 2013). All 12 of the officially diagnosed participants reported receiving their
diagnosis in adulthood. The remaining 5 participants were in the process of receiving their
diagnosis
The semi structured individual interviews and subsequent focus group discussion helped us in
triangulating data on work from home experiences of Indian autistic employees. Ethical
approval was granted by the Institutional Review Board at Action for Autism, Delhi. All
participants gave verbal or written informed consent prior to taking part. Interviews and focus
groups were recorded on a recording device and transcribed verbatim. Relevant snippets of the
interviews were included as quotations in the ‘Results’ section. To preserve the identity of the
study participants, each participant was given a pseudonym consisting of an alphabet and a
number. Participants were addressed using this pseudonym throughout the study. In total, 17
autistic adults took part in individual semi-structured interviews, of these, 16 interviews took
place online over google meet and 1 took place by e-mail. Questions on work from home
experiences (which took approximately 45 minutes to an hour) were bundled with questions
on another study on stimming behaviors of Indian autistic adults (which were used to develop
a separate manuscript).
Data analysis: The data from both focus group discussion and semi structured interviews has
been analyzed thematically based on the work of Braun and Clarke (2006). An inductive
approach has been adopted to analyze data. Data has been experientially oriented and the
theoretical perspective adopted has been a critical realist one. (Braun & Clarke, 2012), to
systematically examine adults’ subjective accounts of their work from home experiences.
Direct quotes from the participants have been used in further illustrating the themes that had
been identified.
Research Findings/Implications: This is a working paper, we are in the process of collecting
data from respondents. We hope to find that the advent of Covid-19 induced work from home
mandate helped improve the productivity levels, reduce the stress levels , prevent autistic
burnout and create an environment in which the autistic employee would not merely survive
but thrive.

Learning organization- Literature review and proposed conceptual framework

Saniya Chawla, Jagannath International Management School, Kalkaji

Purpose: The present study intends to identify enablers of learning at individual, team, and
organizational level to build a learning organization. It also investigates the role of learning
organization in developing an employer brand as outcome and proposes a conceptual
framework of learning organization with enablers and outcome.
Design: This paper is a theoretical exploration based on a literature review describing learning
organization from management science and organizational development. The extant review of
literature was conducted from 1950s-2022 using databases such as Emerald, Science Direct,
and Scopus to name a few. Selective paper has been considered depending upon convenience
of availability and on the basis of being relevant and topical. The literature is supported by
various theories to highlight the central theme of the paper and to develop a conceptual
framework.
Findings: It has been found that enablers of learning organization are resonant leadership,
intrapreneurship, knowledge management, total quality management, and supportive learning
culture. A conceptual framework of learning organization has been proposed which will be
further put for testing in organizations.
Limitations: This study has ignored few variables like system, strategy, and environment etc.
Empirical research is lacking in the study where the model can be tested in different
organizations. Impact of national culture on the proposed cause and effect relationship, need to
be studied in future.
Implications: Overall, the theoretical framework contributes to the existing body of knowledge
on learning organization by emphasizing the enablers of learning organizations and employer
brand as possible outcome. This study will guide practitioners to unearth some major barriers
of learning in developing their organization as a learning organization. Learning organization
practices may help the organizations to integrate shared vision, mission, and strategy that would
help to create innovative strategic policies and procedures.
Originality/Value: This paper clearly discusses the vast review of literature on learning
organization integrating the concept of organizational learning, unlearning, and relearning. The
paper also identifies enables of learning organizations. It’s a pioneering effort to use all these
enablers in one model of learning organization in Indian Context.

Reskill and Reinvent: The new normal trend in the technology workforce
Sneha Kandoth, VIT, Vellore
Suraj Kushe Shekhar, VIT, Vellore

Today's job market is highly dynamic, with constant changes. Keeping up with the pace of
change and reinventing the career is crucial to success. Reskilling and reinventing are ways to
ensure that you remain employable and increase your chances of finding a new job or career
that suits you best. Reskilling involves adding new skills to the existing set of skills. On the
other hand, reinventing means completely changing the career path by switching industries or
roles within an industry. In the job market, keeping up with the pace of change and reinventing
the career to stay successful is essential. Reskilling is a good idea when you want to move up
the ladder in your current industry. It is acquiring new skills or developing a higher proficiency
in existing skills. Reinventing is switching industries or roles within an industry to find a career
that suits you better. It changes industries or functions within an initiative to find a job that
suits employees better. Choosing the right industry and role that works for you is imperative
because you want to ensure that you are happy in the industry and function for a long time.
Technology has become crucial to the business as the world economy increasingly relies on
technology. It might not be unfair to argue that almost every firm now functions as a technology
company. The technology role is no longer a distinct, integral component of any firm's
expansion. As a result, it is now crucial to equip, develop, and retain our technological
resources in the digital era through upskilling and reskilling. This study gives insight into how
organizations reskill and reinvent their talent source and how technologies become a matter of
survival.

Work And Life Balance Of Transgender Persons In Chennai

Parthasarathi N, Loyola Institute of Business Administration
Dr Madhava Priya D, Loyola Institute of Business Administration

Transgender persons are the most vulnerable community in the society and they comprise of
4.88 lakh in the total population of the India. They are deprived of many basic needs, rights
and undergo innumerable struggles Personally, Physically, Psychologically, Socially,
Economically, Culturally and Morally. With all these struggles they try to live a dignified life
by working. This research is to identify the work life balance among Transgender persons in
Chennai. There are many theories on Work life balance. The researcher finds suitable the
Enrichment Theory developed by Powell & Greenhaus (2006) defined as "the extent to which
experiences in one role improve the quality of life in the other role" and reported that employees
perceive that their work and life roles enrich each other. Thus, Enrichment theory adopted in
the life of transgender persons and the findings of the study reveal that they manage their work
life balance in the company of fellow transgender persons. Their work compliments their
personal life and fellow transgender persons motivate them to continue their work. The
researcher uses the interview method. The researcher interviewed personally with
questionnaire 50 working transgender persons from different sectors in Chennai.
 Track Name OBHR-10 Track Date 18.11.2022/ 11.00 to
12.30
Track Chair Neerpal Rathi

Re-skill and Re-invent with green innovative technologies: The new talent mantra
through Green training and development an approach towards Environmental
sustainable growth
Sheela Bijlwan and Dr.V.P Srivastava,Pt.LMS,Campus Rishikesh,Sri dev suman
University,Uttarakhand,India

Green training and development techniques are recognised as effective tools for addressing
environmental issues. They are also a crucial component for fostering the acceptance of
environmental conservation in the workplace because, in the long run, they help to make a win-
win condition for management and employees. With the aim of analysing the impact of
building green abilities on environmental awareness and the relationship between green
knowledge and employees' commitment towards the environment, this study focused on the
impact of green training and development techniques on environmental sustainability. In this
study we focused on the re-skilling of employees with innovative technologies which must be
environmentally favourable, such as Green Internet of things (G- IOT), Green Artificial
intelligence (G-AI) and Green Cloud computing and Big data. Moreover, Researchers and
environmental policymakers from throughout the world concur that human behaviour is at the
basis of environmental problems like resource shortages, rising pollution, and biodiversity loss.
Therefore, Organisation should train the employees to learn such abilities and skills which help
in building the sustainable development and fulfil the obligation of management towards the
environment. As a result, many organisations are moving toward implementing environmental
management systems (EMS) or green initiatives mechanism to make sure that their daily
operations cause the least amount of environmental degradation. Thus, there is a growing need
to comprehend and influence employee behaviour in order to reduce the detrimental
environmental effects of their workplace actions.

Empathetic Leadership: A tool for effective work-home conflict resolution

Dr Anil Chandhok,Chandigarh University, Mohali, India

The present study aims to understand the role played by empathetic leadership in resolving the
work-home conflict. It is based on the ideas that are underpinned with the arguments of positive
organizational scholarship and derives insights from previous literature. First, the study argues
that empathetic leadership possesses the innate ability of creating empathetic organizations,
through a suggested framework. Second, the study proposes empathetic leadership as a conflict
resolution strategy to minimize prevailing problems of work home conflict arisen as a result of
the newly adopted way of working (Work from Home). And finally, the study suggests the
ways through which the empathetic leaders can play a prominent role in resolving the work-
home conflict experienced by the employees pursuing WFH. Also, the findings of the present
study further stress on the need for educators in business schools to put greater emphasis on
the empathy in their existing curriculum.
 Ecocentric Leadership: A Systematic Review of Literature
Diksha Dhar and Prof. Arup Barman,Assam University,India

Over few decades, our mother nature continues to battle with a number of problems such as
ecological imbalance, pollution, climate change and more which has posits a direct threat to
quality of life and has been the root cause of habitat impoverishment. This therefore
necessitates for creating a comprehensive framework to curb the overwhelming complex nature
of environmental challenges and instilling sustainable practises by engaging in eco friendly
behaviour which will capacitate to safeguard environment and accomplishing organizational
goals in a viable manner. In this context leadership plays a vital role which involves actions
exhibited by leaders to influence the attitude of its members. Despite significant contributions
studies focusing on eco-conscious leadership is still in its infancy stage and lacks in literature.
Henceforth, this paper seeks to review and synthesize the literature on ecocentric leadership by
identifying past publications from related database namely scopus, web of science, google
scholar to single out its symbolic role and underline future avenues using systematic literature
review.

The Emerging Trend of Transformational Leadership and its Impact on Human

Capital in the Higher Education Sector in India
Jyoti Singh and Dr Rajlaxmi Srivastava,United University,India

Purpose: The study was intended to examine how the significant change in leadership over the
previous few decades influenced the Indian educational system. The study's goals are to
comprehend how transformational leadership relates to the quality of human capital created by
the Indian educational system and whether or not human capital quality genuinely influences
an organization's ability to expand.

Green Human Resource Management a Panacea for Sustainable development:

Systematic Literature Review
Neetu Bradoo, Prof. Jaya Bhasin and Dr.Shahid Mushtaq,Central University of Jammu,India

The present era is marked by advances in technology, awareness, growth, and industrialization.
Rapid industrialization has resulted in the deterioration as well as depletion of natural resources
globally. India is the fastest growing world-class economy with a rich heritage of traditional
knowledge in management, preservation and conservation of resources. Sustainable
development has become the “exhortation” of the government, corporate and academic world.
Green Human Resource Management which is still a novice field if applied globally can
promote the sustainable use of resources within organizations and would promote sustainable
development. It is a process that helps organizations to create green individuals who understand
and appreciate sustainable development. Researchers have pointed out the importance of green
human resource management to create a world that will be sustainable not only for us but also
for our future generations. Thus, there is a need to present academic knowledge on this topic.
The paper aims to synthesize transdisciplinary research and its importance for the creation of
a sustainable world. This study explores the concept of sustainable development through green
human resource practices from the Indian perspective. The study is based on a systematic
literature review. The methodology of this paper is descriptive and information was collected
from secondary sources, including research papers, books, websites and company annual
reports. The proposed research has examined the influence of Green HRM practices on
sustainable development. The findings indicate that green human resource management
practices if adopted by organizations can lead to sustainable development.

Reinventing the Work Culture Through Best HR Practices Towards Success of the
Higher Educational Institute
Ms. Mitali M. Desai (HR), Dr. Meera Shanker
KES SHROFF COLLEGE OF ARTS AND COMMERCE, India

According to 2020 research by SHRM, the Society for Human Resource Management in the
US, toxic environments cost organizations billions of dollars. The National Bureau of
Economic Research found that nine out of ten senior executives think that enhancing their
corporate culture (and overall employee experience) will raise the worth of their company.
Strong institutional work culture is the secret to fostering the required skills for mainstream
success. An effective workplace culture showcases positive features that boost performance,
whereas a dysfunctional workplace culture highlights flaws that can hamper even the most
successful businesses. This paper review intends to demonstrate how crucial is positive
workplace culture is for an educational organization's ability to become stronger and more
resilient, which can be achieved by implementing the finest human resource (HR) practices.
Few literature studies, HR practices, and work cultures receive far less attention in higher
education institutions and are not seen to be very important as compared to
corporate/organizations. Studying a particular group through observation, experiences, and by
using secondary data, qualitative methodology is used in this research and can be executed by
taking action considering it as an empirical and applied method of research. The work culture
will be improved by modifying a few of the tactics and HR strategies such as building strong
employee relationships, encouraging frequent employee recognition, and keeping transparency
and clear communication. Higher education institutions must significantly change because an
effective workplace culture promotes employee health, lowers turnover, fosters loyalty,
discourages negative behaviors, and can result in significant performance improvement, all of
which contribute to institutional growth success. This analysis shows how implementing HR
procedures can improve workplace culture, which will result in higher performance and
institutional growth.
 Track Name MARK-5 Track Date 18.11.2022/ 11.00 to
12.30
Track Chair Prof Ranjeetha G.P.

Digital-Human Interactions Elevating Customer Experience in Indian Hospitality

Industry
Surbhi Choudhary, University of Jammu, INDIA
Dr. Vinay Chauhan, University of Jammu, INDIA

Purpose – The main aim of this paper is to investigate and examine the application of digital
interaction and human interaction in enhancing customer experience in the Indian hospitality
industry. And to further examine the impact of customer experience on loyalty intentions in
the hospitality industry.
Design/methodology/approach – A mixed-method approach was adopted for data collection
wherein online and offline questionnaires were employed. In the first stage, a pilot study was
conducted to test the survey questionnaire followed by final data collection from 320
respondents out of which 298 questionnaires that were completed in all aspects were used for
further analysis. A three-step process was used to test the proposed model. An exploratory
factor analysis (EFA) was performed using SPSS followed by validation of the measurement
model through confirmatory factor analysis (CFA) and then using the structural equation
modeling (Amos 24) the proposed relationships were tested.
Findings – Digital transformation is reshaping customer experiences in the hospitality industry
furthermore digital interactions are considered as initial move towards digital transformation.
Customer experience facilitates service providers with an effective tool for competitive
advantage, differentiation, and generating valuable customer relationships. Based on the
customer experience literature and its proven relevance, the result of the study reveals that
digital interactions and human interactions plays a significant role in enhancing customer
experience and there is significant impact of customer experience on revisit intentions. Results
suggest that digital interactions are more significant than human interactions in hospitality
industry however a balance needs to be maintained between digital and human interactions in
service industries to improve the revisit intentions of guests.
Practical implications – The results of this study contribute handsomely to experiential
marketing literature by adding new insights into the existing body of knowledge and also
building a further understanding of the digital and human interactions and customer experience
assist in managerial decision-making.
Originality/value - This study also broadens the current knowledge of the role of digital
interactions and human interactions in enhancing customer experience in the hospitality
industry, and provide suggestions for considering customer experiences for improving their
revisit intentions. This study will be of immense use for marketing practitioners and provide
avenues for further research.

Rethinking Sales Value Chain in Life Insurance: A Grounded Theory Approach

Neha Singh, GITAM, Vizag, INDIA

The creation and delivery of products and services are the core of every business activity. An
in-depth understanding of the business value chain involves knowledge of the role of key
stakeholders, major touchpoints, and the relationships in-between. The recent pandemic, had a
direct or ripple effect in every sector, making it imperative to reassess and redesign the
conventional business processes. This research paper aims to understand the sales value chain
in the context of the life insurance sector in India. Life insurance companies have dominantly
followed push marketing strategy, given the low financial literacy and complexity of the
product. However, digital penetration and better service access to consumers have brought
changes in consumer knowledge and demand. Subsequently, the service providers are looking
for incorporating changes and forging alliances for better reach and efficiency in the delivery
of their products and services.
This paper adopts a constructivist grounded theory approach to build a theoretical model which
establishes the key constructs in an insurance sales value chain and the relationships in-
between. The data is collected by semi-structured interviews of consumers and company
representatives selected by theoretical sampling. The findings of the study will give companies
a better perspective of end consumer demands and touchpoints and help them understand and
explore the different stakeholders in the value chain.

To study the semiconductor influence on diffusion of electric vehicles.

Babu A, PES UNIVERSITY, INDIA
Biplab Sarkar, PES UNIVERSITY, INDIA

The need for electric vehicles (EVs) was recognized by the end of the 20th century due to the
ever-increasing greenhouse gases (GHG) that cause extreme weather, changes in weather
patterns, disruptions in the food supply chain, and wildfires. EVs play a crucial role in the
sustenance of human life on earth.

The transportation sector is getting transformed from an “internal combustion engine” to an

“internal computing engine”. In this evolution, semiconductors play a key role in future
transportation. The number of semiconductors required in a modern automobile is 10 times the
conventional automobiles and it is further going to increase at a rapid pace. The COVID-19
pandemic has affected the semiconductor global supply chain very badly, leading to reduced
output and shortages in the market.

The type of research is qualitative and secondary data is used for the research article. Indian
status of semiconductor capability is compared with the countries Norway, Iceland, Sweden,
USA & China’s competence on ease of semiconductor availability and cost connected to the
diffusion of electric vehicles.

The vision of India “Aatmanirbhar Bharat” is directing a comprehensive program for the
development of sustainable semiconductor industry, making India the global hub for
Electronics System Design and Manufacturing. India will continue to rely on other countries
until 2040 since establishing semiconductor foundries requires technology, time, and cost.

In the next decade, world transportation would be on the verge of getting electrified and
semiconductors will play a crucial role in the sustenance of countries along with the EV
batteries considering the dynamic geopolitical situations we have.
 How does multi facets of perceived risk drive consumers’ webrooming intention?
Gopi Rajendra Kumar, National institute of technology , Warangal, INDIA
Dr K. Francis Sudhakar,National institute of technology , Warangal, INDIA

Purpose: Past research has studied perceived risk as unidimensional and given mixed results
towards consumer intentions. This paper aims to examine the impact of multi dimensionality
nature of perceived risk (performance risk, psychological risk, social risk, time risk, product
risk, financial risk, online payment risk and delivery risk) on consumer channel switching
behavior i.e. Webrooming behavior. Further, this study evaluated the moderating effect of
product involvement.
Design/methodology/approach: Questionnaire based survey was conducted through online and
offline. A total of 340 responses were received and were analyzed using covariance-based
structural equation modelling.
Findings: The results indicated that performance risk, social risk, time risk, product risk,
financial risk have major impact on consumer webrooming intention and moderating effect
was significant.
Research limitations/implications: This study was conducted on millennials from India using
cross sectional study. The proposed model can be tested among different generations using
both cross sectional and longitudinal study for generalizing the findings.
Practical implications: This study finding will help the multi-channel retailers to understand
and manage the channel switching behavior.
Originality/value: This study has tried to provide the notable key things rather than the novelty
in domain of consumer channel switching behavior.

Role of Transformative Digital Marketing in Tourism - Up-skilling and Re-inventing

Tourism Businesses
Mrudhusha Mohanan, VIT, Vellore, INDIA
Suraj Kushe Shekhar,VIT, Vellore, INDIA

Digital transformation is a hot topic in the tourism industry, just like any other industry.
Organizations must remain competitive as technology advances to adapt to emerging digital
changes. But what exactly digital transformation entails is a burning question. Every
organization's digital transformation journey will be unique. However, there are some elements
that all successful digital transformations have in common. To begin, digital transformation
necessitates a paradigm shift in thinking and the ability to survive digitalization. Traditional
ways of doing things must be reskilled and reinvented, and new technologies and approaches
must be adopted. This can be difficult, but it is necessary for remaining relevant in today's
world. Data is another critical component of digital transformation. To make informed business
decisions, organizations must be able to collect, store, and analyze data. Customers, employees,
and sensors are all potential sources of this data. Finally, digital transformation necessitates
adjustments to organizational structure and culture. Organizations must adapt their structures
and cultures to support new ways of working. Though it may be a difficult process, it is
necessary for tourism organizations' long-term success. Digital transformation is a complex
process, but it is necessary for any organization that wishes to remain competitive in today's
market. This study investigates the major technological shifts that tourism businesses may
adopt in today's competitive hospitality industry. The study may also attempt to determine the
impact of digital marketing's role in promoting technology-driven upcoming tourism
businesses.
 Track Name MARK- 6 Track Date 18.11.2022/ 11.00 to
12.30
Track Chair Shubhrakant Shadangi

Research Trends in Social Media Marketing Using User-Generated Content: A

Bibliometric Analysis
Aatam Parkash Sharma, Central University of Jammu
Dr. Naresh Kumar Sharma, Central University of Jammu

Global adoption of social media is hastening the pace of digital development and digital
transformation. This paper aims to review major publication-related aspects of User-generated
content with the help of bibliometric analysis. A total number of 169 papers were selected out
of 2000 highly cited papers that were drawn from the Scopus database. In this study, we review
annual scientific production along with citation analysis and country scientific production in
the area of User-generated content. The study analysis the future trends and scope of
conducting research in this field. The study indicates that the USA, United Kingdom and Spain
were the most productive countries in this research domain.

Characterizing consumer segments within the Indian smartphone market through

cluster-factor segmentation
Snehashis Khan, Indian Institute of Management, Sambalpur
Asmita Mahapatra, Indian Institute of Management, Sambalpur
Poonam Kumar, Indian Institute of Management, Sambalpur

"Introduction: Market segmentation at its most fundamental can be understood as stratification

of a heterogeneous market population into relatively homogenous groups called segments.
However, in practice for the sake of expediency marketers opt for a factor-cluster segmentation
approach wherein the primary defining characteristics of the sample are first identified through
exploratory factor analysis, and subsequently stratification is undertaken on the basis of these
parameters through hierarchical cluster analysis. In contrast to this method, the authors have
undertaken a segmentation study within the Indian smartphone market using a relatively novel
cluster-factor approach wherein segments are first stratified on the basis of attitudinal criteria
and subsequently validated against socio-demographic factors.
Research Gap: Prior to this study, customer segmentation within the telecom sector has
primarily been undertaken with a factor-cluster segmentation approach wherein the sample
data is first homogenised to identify the underlying dimensions of the sampled population, and
subsequently stratified to identify segments. This method has its merits in terms of cost and
deriving actionable insights from a relatively small sample, but may not accurately represent
the actual marketplace structure. Factor-cluster segmentation assumes a standardized set of
marketplace conditions and thus does not necessarily represent the studied population
accurately. Furthermore, prior research in this area has predominantly focused on socio-
demographic differences among segments despite literature indicates that attitudinal
differences are a more actionable basis for segmentation within the telecom context.
Objective: The authors conducted a market segmentation study within the Indian smartphone
market to identify the key defining attitudinal characteristics that underly individual segments
using an exploratory cluster-factor segmentation method.
Methodology: The authors have undertaken this study using an exploratory cluster-factor
segmentation approach to help provide more actionable segmentation of the smartphone users’
consumer base. In this study, the authors stratified a sample of 608 Indian urban and semi-
urban smartphone users into two attitudinally distinct segments and subsequently validated
them against socio-demographic criteria.
Findings: This study effectively segments the smartphone users’ population into two
attitudinally distinct segments labelled by the authors as Sensitive-Frugalist-Actives (SFA) and
Aesthetic-Interactive-Passives (AIP) on the basis of their defining characteristics, and
identifies which product criteria may be of greater relevance to each. These two segments
appear very similar in terms of demographic, sociographic and geographic criteria when seen
holistically but manifest significantly different attitudinal preferences. When these attitudinal
preferences are validated against socio-demographic and geographic criteria, these segments
prove to be radically different from each other. From a methodological perspective, this study
empirically demonstrates the feasibility of the cluster-factor segmentation approach as well as
its limitations. While attitudinal segmentation undertaken through cluster-factor analysis leads
to more actionable inferences in comparison to other more popular segmentation methods, a
substantially greater sample size is needed for the findings to be statistically significant."

AI-backed interactive chatbot for customer engagement and advocacy in e-commerce

platforms: Moderating role of task complexity.
Sunanjita Mahajan, The business school, University of Jammu
Vinay Chauhan, The business school, University of Jammu

"Introduction: Digital transformation has enabled AI-backed technologies to extend their

applicability from the industrial production context to the customer service context. A widely
used AI-backed technology that has permeated various industries including the e-commerce
industry is the AI-backed interactive chatbot. This has enabled new ways by which
organizations can generate customer experiences for positive customer behaviors. The e-
commerce industry nowadays is also integrating these chatbots for managing their customer
services. These interactive chatbots act as frontline service providers with whom consumers
are increasingly interacting to get their issues addressed Given their rising pervasiveness in
recent times, the study aims to empirically investigate the impact of interaction with AI-enabled
chatbots on customer engagement and advocacy in e-commerce platforms. Customer
engagement and customer advocacy being widely considered vital outcomes in the existing
literature, have been identified as the outcomes to facilitate the study. Further, the study also
examines the moderating role of the complexity of the task assigned to the chatbot in
influencing the interaction-engagement relationship to further the existing body of knowledge.
Design/ methodology: The study first conducts an online survey to generate data which is then
subject to factorial analysis to ensure validity and reliability. This is followed by structural
equation modelling to test the hypothesis of the study.
Results: The results revealed that AI-backed chatbot interaction is a multidimensional construct
with chatbot processing and chatbot communication as its dimensions. It was found that AI-
backed chatbot interaction significantly and positively impacts customer engagement,
however, it fails to significantly impact customer advocacy. Interestingly, the results showed
that customer advocacy can be achieved via engagement, hereby showing a mediating effect
of customer engagement on chatbot interaction and customer advocacy relationship. The
moderating effect of task complexity was also found to be significant, concluding that the
relationship between chatbot interaction and engagement is contingent upon task complexity.
Practical implication: The study pushes for wider but careful application of AI-backed chatbot
interaction in the customer service context since the study shows that the ability to influence
customer-related outcomes varies across different types of outcomes. The study also highlights
that the strength of the relationship between interaction and engagement weakens when the
task is complex and therefore managers should look for ways to deal with the limitation which
may include an upgraded AI-enabled chatbot technology.
Limitations and future research: The study makes substantial contributions, however, some
limitations must be acknowledged that can serve as a basis for future research. The study is
subject to sectorial and geographical boundaries which may impact the generalization of the
results, therefore the calls for extending research in other service sectors and countries as well.
The study also realizes the importance of various other customer-related and financial
outcomes that are equally relevant to the organizations and should be investigated."

Does Negative e-WoM (Word of Mouth) communication really affect purchase intention
of consumers?
Lokesh Jasrai, Lovely Professional University
Isha Bakshi, Lovely Professional University

Ever since the evolution of internet has taken place, reviews of consumers play vital role in the
consumer decision making process. Past studies have shown how e-WoM has influenced the
decision-making process of consumers. In the light of this, the negative e-WoM shared among
consumers can also distract any business or marketing activity. Organizations have limited
influence over internet reviews of their goods and services. Social networking sites are filled
with negative feedback from both actual consumers who have had negative experiences and
fabricated reviews which are created by rivals. The present research paper aims to investigate
the factors that leads to consumer engaging in negative e-WoM and examine whether negative
e-WoM really has any significant effect on the purchase intention of consumers. A Structural
Equation Modelling (SEM) has been applied to examine the influence of negative e-WoM on
the purchase intention. The model empirically has been tested by using a sample size of 300
respondents amongst the target population. The paper also provides valuable insights and
managerial implications indicating how the negative e-WoM can be turned into as an
opportunity for the organization.

Role of social media influencers on consumer buying decision: A Review of Literature

Kuljeet Chourey, Prestige Institute of Management and Research, Indore
Pallavi Kapooria, Prestige Institute of Management and Research, Indore

In the present times, social networks are not only used for interaction with friends and family
but it has become a new tool for marketing. Extensive use of social networks has led to changes
in the communication and form of marketing done by the companies. A new type of marketing
has become popular these days, called as social media marketing. It originates from an
individual’s popularity, knowledge and expertise on a specific domain. These individuals are
everyday people who tend to have a large number of followers on their social platforms and
are called as social media influencers. Companies are now realizing the power of influencers
in affecting the buying decisions of the consumers. Social media influencers like YouTubers,
Instagram influencers and bloggers play a crucial role in consumer buying decision. Today
influencer’s recommendations or suggestions have a major role in influencing the buying
behavior. They create a personal bond with the followers which builds the level of trust between
them. In order to retain and attract customers, companies have to understand the role of social
media influencers. This paper aims to review the existing literature on social media influencers
and study their role on the consumer buying decision. This paper is an attempt to understand
the effectiveness of influencers in attracting consumers and influencing them to purchase thus
determining the overall impact of the influencers. The current study will throw light on various
aspects of influencers, which will give an insight on how the buying decisions of consumers
are affected by them.
 Track Name STRAT-5 Track Date 18.11.2022/ 11.00 to
12.30
Track Chair Prof Prashant Salwan

Employability model for a volatile, uncertain, complex and ambiguous (VUCA) world
Richa Yadav, Amity University, India
Prof. Dr. Manoj Joshi, Amity University, India
Prof. Dr. Ashok Kumar, Amity University, India

Graduates from higher education institutions (HEIs) often lose confidence when they are
exposed to the real world of work because the classroom’s formal learning differs vastly as
compared to workplace learning. Job readiness is proportionally equal to job competency,
proficiency, career efficacy, and career exploration. Career exploration activities are vast due
to radical changes incurred as a result of the industrial revolution and globalization. The
systems are advanced and sensor-based systems inspired by artificial intelligence, automation,
and information and communication technology to promote newer possibilities for the
graduates.

Graduates from HEIs are accountable for showing employability skills to employers and for
contributing to the progress of the nation as a developed nation. Graduates from HEIs must
acknowledge that in order to survive in a competitive and constantly changing industry
structure, they must continue to learn and harness technology-based skills in order to retain
their employability. As a developing nation, India requires a workforce of competent
employees with 21st-century skills. HEIs are required to set standard benchmarks to develop
graduates’ job readiness for the VUCA world, which is uncertain and unknown. Job readiness
is the state of employability in which a graduate requests employer preference based on the
fulfillment of required skills and their ability to stay in the same job with accountability until
the next better opportunity arises. Being a developing nation, the workforce required by the
visionary employer must possess the skills of learning new things and being constantly
innovative.

HEI’s requires to be future-ready in honing their graduates adaptable to the requirements of the
industrial revolution and globalization and thus, a need for an employability model for a
volatile, uncertain, complex, and ambiguous (VUCA) world.

Sustainability in Emerging markets and the Industry response

Indu Sharma, Alliance University, India

This paper examines the challenges faced by emerging focusing on industry with regard to their
growth and sustainability. Growth and Sustainability can go hand in hand but in longer run
and short run the companies need to focus on growth and profits and then go for anything else
as per the study. The study also says that industries of emerging markets in terms of
development of technology and also sustainable approach however there are challenges faced.
Study is to build the gap between the phenomena and implementation in emerging markets.
Study is an effort to understand from industry experts to provide sustainable solution.
Developing nations are going through many changes for economic development and at the
same time the world is going through a challenge of overall development and imbalance in the
Triple P. In the same time Sustainability is a challenge because if the response is delayed the
effects would be severing. In the overall achievement every stakeholder has a role to play.
Paper will focus on the challenges faced in implementing sustainability as a strategy. As per
the study done it is interpreted to be unachievable till all the resources are focused on a clear
strategy for a better world.
The paper contributes in terms of identifying the challenges and specific solution to deal with
them.

Entrepreneurial Strategy and Decision-making: Past Insights and Research Direction

Shashi Bhushan Kumar, IIT Madras, India
Nandan Sudarsanam, IIT Madras, India

Entrepreneurial activity is lifeblood of any economy and a major source of economic growth,
job creation and innovation. But there is a significant social cost associated with
entrepreneurship in terms of failed ventures taking away capitals and human resources away
from other productive economic activities, offsetting the public benefits obtained from
entrepreneurship. So, improving efficiency of entrepreneurial process such that either ventures
become profitable and self-sufficient or concluded to be unviable with minimal usage of capital
and human resources will contribute to economic growth by ensuring that resources are
optimally utilized. Entrepreneurial strategy and decision-making are core to improving the
efficacy of entrepreneurial process. We review the entrepreneurial strategy and decision-
making literature and provide directions for future research.

The role of urban forests, green spaces and trees in sustainable smart cities
Saroj Kumar Pani, Indian Institute of Management Visakhapatnam, India
Atul Arun Pathak, Indian Institute of Management Nagpur, India

The rapid growth of cities and rural to urban migration has led to numerous socio-economic,
environmental and social problems in India. Toward this, the Government of India has
launched the smart cities initiative with three key thrust areas, (a) intelligent infrastructure for
essential utilities, (b) urban planning and modern transportation, and (c) well planned
greenfield urban expansion. This is aligned with the United Nations’ Unified for Smart
Sustainable Cities (U4SSC) initiative that aims to provide quality of life and environmental
sustainability. Unlike many developed countries, initiatives for the propagation, management
and development of urban forests, trees, and green zones in India has been sporadic and
relatively uncoordinated. In this context, in this paper we follow an integrative case study
approach to understand how the objectives of the smart cities initiative can be leveraged toward
improvement of quality of life and environmental sustainability in Indian cities by focusing on
urban forests, green spaces, and trees.

Assessment of critical success factors of Joint ventures in Indian construction firms:

validated through Exploratory Factor Analysis
Shraddha Verma, Shri Ramswaroop Memorial College of Management, India
Kumar Abhishek, Kashi Institute of Technology, India
Amit Mishra, Dr Shakuntala Misra National Rehabilitation University (DSMNRU), India

The goal of the present study is to identify the variables that influence joint venture success in
Indian construction enterprises. Based on a very thorough literature analysis and the
development of a questionnaire, the study identified a number of crucial elements for this goal.
Pretesting was done on the questionnaire as well as reliability testing. Respondents with
knowledge of dealing with joint ventures in the construction industry acting on behalf of
clients, contractors, and consultants were given the final questionnaire. The questionnaire items
were grouped using component analysis, and a total of six factors—including organisational
fitness, partner synergy, relationship creation and maintenance, effective joint venture
management, and joint venture drivers—were identified. Cultural fitness accounted for 38% of
the variance that was ultimately explained by all the components, or 77%.

What Drives the Adoption Intention of Online Learners? A Multigroup Analysis on the
Moderating Role of Learning Styles Based on the Structural Equation Modelling
Venisha Jenifer Dmello, Department of Commerce, Manipal Academy of Higher Education,
India
Ambigai Rajendran, Department of Commerce, Manipal Academy of Higher Education,
India
Shilpa Badrinath Bidi, Department of Commerce, Manipal Academy of Higher Education,
India

Substantial research has analyzed the factors influencing the adoption behaviour of online
learning systems. However, learners with different learning styles approach learning
differently. With the escalation in online learning systems, examining the impact of learning
style on the intention to use online learning systems has become the need of the hour. This
study aimed to examine the factors influencing learners' intention to use online learning
platforms based on their learning styles (Convergent, Divergent, Accommodator, and
Assimilator), using the Unified Theory of Acceptance and Use of Technology (UTAUT)
model. For the quantitative research, hand data was collected by administrating an online
questionnaire with a sample of 448 learners. Partial least squares structural equation modeling
and multi-group analysis based on Smart PLS version 3 were used to conduct path and multi-
group analyses. The study's results reveal that behavioral intention towards adopting the online
learning platforms was influenced by performance expectancy, effort expectancy, facilitating
conditions, and learner self-efficacy, irrespective of the learners' learning style. However, the
relationship between social influence and the behavioral intention was not supported for the
learners regardless of the learning style. By applying Henseler's based multi-group PLS
analysis, study results revealed that there is no significant difference between the learning style
comparisons; nevertheless, it is still crucial to consider the learning styles of the learners as
there are definite group variances in the order in which each construct for online learning
adoption intention is ranked within each subpopulation. Further insight into the various
indicators that drive learners' intention to use online learning platforms with diverse learning
styles will aid educators and online marketers in using online learning platforms for learning
more efficiently.
 Track Name FIN-5 Track Date 19.11.2022
Track Chair Nilesh Gupta

Predictive Analytics: The Algorithm to Glean More Insightful Evidences for making
Predictions about Prospects of the Markets.
Parihar Dahake, Rahul Mohare and Nidhi Somani
Shri Ramdeobaba College of Engineering and Management , Nagpur

Purpose: Predictive Analytics is a recent area where businesses can get an edge. Organizations
need identify important customers, forecast future behaviors, and empower businesses to make
proactive, knowledge-driven decisions. This requires strong business strategies to extract
hidden predictive information from huge databases. Predictive Analytics is the key that allows
for automated, future-focused assessments that go beyond the historical analyses that are
generally provided by instruments like decision support systems.
Design/Methodology/approach: Researcher intend to use the predictive analytics to find
patterns in this data to identify the unusual pattern which are not yet discovered to understand
the real time scenario for predicting the consumer behavior for judging their purchase
intentions. This includes the identification of feature variables and target variables, bifurcation
of training data and test data, checking the accuracy of a model through confusion matrix.
Findings: Predictive Analytics plays a critical part in the ongoing system of business the board
in light of arranging, coordinating, carrying out and controlling showcasing exercises. Prescient
investigation gives the real and current image of the outer climate. They likewise make sense
of what issues are confronted with the company in business exercises. Examination tailor
advertising answers for the perfect environment at least expenses. As a matter of fact they
control the efficiency and at the same time builds the viability of the firm.
Practical Implications: In this paper the criterion is formalized in order to test market need and
purchase intentions relationship, statistical tools are used to assess a market scenario which can
be identified through: behavioral hypotheses, bottom line penetration, market structure
identification algorithms for competitive advantage, or both.
Originality and Value of the Research: This paper aims to investigate the role of predictive
analytics and data mining to understand the real-life scenario of the Market and to predict
consumer behavior and their purchase intentions towards the products and its innovations. An
Author will portray the significance of investigation which upgrade the choices that the
organization makes as it executes techniques and plans, so the organization can be more viable
and accomplish improved results. The key variable that empowers to execute showcasing
methodologies precisely and assemble upper hand in what's to come incorporates prescient
demonstrating. The capacity to anticipate plausible prospects permits us to shape the future,
instead of simply endure anything it brings.

A Study of Price Volatility and Seasonality in Spot and Future Markets of Agricultural
Commodities
Shifali Karloopia, Prof. Sameer Gupta and Dr. Sunil Bhardwaj
University of Jammu

This study aims to understand the price volatility in spot and future markets and seasonality in
price volatility of agricultural commodities which is very critical for the stability and
sustainability of Indian agriculture markets. Agriculture commodities which are farmed on a
regular basis are more likely to exhibit seasonality behaviour and high price volatility. In
commodities markets, seasonality is generally related to a supply-demand imbalance. The
prices may see unanticipated decline during harvesting season and can rise during high market
demand. These erratic price movements can leads to unanticipated losses or financial
difficulties for the producers and other market participants. There are conflicting views on the
determinants of price volatility and how it gets transmitted from one market to another. This
study is exploratory in nature which tries to dig deep into the current literature regarding
different aspects of price volatility and seasonality in agriculture commodities traded in Indian
commodity markets. This research will be useful for commodity producers, traders and farmers
in rational decision making, hedging and risk management. As commodity spot and futures
markets are massively used by the commodity producers, traders and hedgers, they can gain
remarkable insights about the pricing process and the information flows across markets.

Technology driven Retail surge in equity – the post covid mood swings
Shriya.k, Research Scholar, College of Management, SRM Institute of Science and
Technology, Chennai
Dr.T.Velmurgan, Assistant Professor, College of Management, SRM Institute of Science and
Technology, Chennai

A recent phenomenon observed across the global equity market has been the entry of young
investors with a particular focus on higher return expectations accompanied by a higher risk
appetite. This is particularly true o off the post covid 19 pandemic era that witnessed a strong
flow into equities, in spite of impending global economic slowdown and er the negative
sentiment about the future
outlook. In India, the initial negative reaction triggered by lockdown 1.0 brought down both
the Sensex and nifty to 50% of their recent highs, and by end of march 2020 the indices for
trading at their 52-week low. However, an unprecedented surge of millennial investors resulted
in a strong recovery, and both the indices touched an all-time (Sensex over 60,000 and nifty
over 15,000) by November 2020. Se4bi report released in march 2022 highlighted the fact that
the flow of domestic investments in equity touched 4.8% in the financial year 2021-2022 the
inclination of young investors
to invest in both primary and secondary markets started to be one of the reasons for this rare
and encouraging driven by h paper seeks to o turn off events. More the state-of-the-art and
sophisticated trading platforms technology and the entry off applications based driven
trading(apps) brought the pleasure of
trading to the fingertips of texavvy young investors.
This research identifies the factors that influence the mood swings of retail investors and the
preference for equities over the past April 2020-MARCH2022. This research is based on
asthenic primary and secondary data. The primary data is collected from a well-structured
questionnaire and the
secondary data from financial leverages like Thomson icon and crisil it also uses published
data from NSE and BSE as well as from credible sources the study uses appropriate statistical
tools are used for analysis The study reveals that intention to take higher risks and stay invested
in the market for long term and that are too important factors that have imparted the flow of
the study
 Financial Innovation and Economic Growth: Evidence from IFC Islands
Bhavish Jugurnath, Roucheet Bissessur and Kusum Dabee
University of Mauritius

International Financial Centre (IFC) Islands offer a plethora of financial services to

international clients with primary purpose of expanding their foreign direct investment and
growing their economy, both at a micro and macro level. Over the years, IFCs have been
implementing innovative products and services to build their stance including IFC islands such
as Mauritius, Singapore, Seychelles, Antigua & Barbuda and Bahamas. Financial innovation
has been the theme of these islands with creative instruments surfacing their financial markets
including Crowd-funding, Sustainable Bonds, Variable Capital Companies and many more.
Hence, this paper demonstrates the impact of Financial Innovation on the Economic Growth of
IFC islands. A quantitative approach has been used for this study. The Auto Regressive
Distributed Lag (ARDL) model have been implemented to assess the influence of financial
innovation on economic growth of IFC Islands. There have been over 200 observations made
from a sample of 5 IFC islands over 40 years. The variables proxying financial innovation
adopted are Domestic-credit-to-private sector (DCP), Broad money (BM) and Trade Openness
(TO) where the former two were adopted by () and the latter by (). Furthermore, the Non-linear
ARDL model has been used to reveal the asymmetries in data, while analysing how truly
variables impact GDP per capita, which is the variable proxying Economic Growth. Results
suggests that although in the short-run, only broad money has noteworthy impact on economic
growth as the circulation and volume of money is a constant financial innovation to be present
in the short-run. DCP and BM have greater influence than TO in the longer run. The NARDL
also supports the conclusion that long-run relationship does exist between Financial-Innovation
and Economic-growth. It can be inferred that there is asymmetric relationship between them
and that financial innovation is directly linked to GDP per capita, implying that its positive
change will bring greater economic growth and negative change bring adverse effects on the
latter.

Audit Mechanism and Management Commentary: An Indian Evidence

Nitin Dhir and Balwinder Singh
Guru Nanak Dev University, Amritsar

This paper probes the relation between audit committee (AC) quality indices, audit fees paid,
BIG4 auditor, and narratives (tone and readability) embedded in annual reports of Indian listed
companies for 2015-2021. AC index is developed with principal component analysis (PCA)
based on a set of 20 AC variables, further utilized this index along with BIG4 and Audit fees
to examine its impact on narratives of the annual reports. Narratives are measured through tone
and readability of source document, the former is achieved through the Stanford CoreNLP
toolkit and later through the FOG index. We found that tone is significantly impacted by
committee reputation, no. and attendance of board meetings, AC size, and BIG4 auditor. In
contrast, readability is significantly influenced by no. and attendance of board meetings,
company chairman role in AC, AC size, and audit fees.
The Impact of Ownership Structure on Dividend Policy: Empirical Evidence from NSE
Listed Companies in India
Jasmeet Kaur, Guru Nanak Dev University, Amritsar
Dr. Karamjeet Kaur, ASSM College, Mukandpur, Punjab

Purpose: The paper aims to investigate the impact of ownership structure on the dividend
policy of the listed firms in India. Particularly, it attempts to uncover the effect of promoter’s
shareholdings (including Indian investors and foreign investors) and the effect of institutional
shareholdings and non-institutional shareholdings on the dividend policy of the selected Indian
companies.
Design/Methodology/Approach: The paper uses dividend payout ratio as a measure of dividend
policy and employs appropriate regression technique to test the research hypothesis by
focussing on the panel dataset of the top 30 companies listed on the NSE (National Stock
Exchange) for a period of three financial years i.e. 2019 to 2021. As the data is in a panel form
given the cross-sectional and time–series nature, therefore, the fixed effect panel regression
model is used as a main technique for analyzing the results. Database such as PROWESS IQ
and ACE EQUITY is used to obtain information to develop proxies of ownership structure and
dividend policy. For credibility, the financial reports were sourced from official companies’
websites.
Findings: The empirical results show that Indian ownership and institutional ownership are
positively and significantly associated with dividend payout ratio which means that the
companies with higher levels of Indian promoter holdings and institutional holdings are
purposely choosing a higher level of dividends. The regression analysis also provides an
insignificant and positive association of foreign ownership and non-institutional ownership
with dividend payout ratio. Hence, the paper extends consistent evidence that all shareholding
patterns have an impact on dividend policy of the companies under study.
Practical Implications: The paper reveals that the shareholding patterns representing the
ownership structure can be used as an important monitoring mechanism to analyze the
behaviour of dividend payments in an emerging market like India. The study makes an
important disclosure that the ownership identity matters in determining the dividends which
need to be overviewed in the context of Indian listed companies. The findings of the study may
be beneficial for the policymakers, investors and researchers who seek useful guidance from
relevant literature.
Originality/Value: To the best of the author’s knowledge, this paper is the first to investigate
the link between ownership structure and dividend policy by taking into account the various
shareholding patterns and analyzing their impact on dividend payments of the Indian listed
companies under study.

Dividend Policy and Firm’s Life Cycle: Evidence from Indian Companies
C.P. Gupta and Ravinder Singh
Department of Finance and Business Economics, South Campus, University of Delhi, Delhi

Motivation: The life cycle theory of dividends substantiates that mature firms with high-
profitability, low growth rates, fewer attractive investment opportunities and declining
systematic risk are better candidates to pay dividends (Fama and French, 2001; Grullon et al.,
2002; DeAngelo et al., 2006). In contrast, under a low disclosure regime, firms also engage in
reputation building behaviour in the early stages as well as in the mature stage of their lifecycle.
Thus, pay dividends in all stages of life cycle (Flavin and O'Connor, 2017). Indian corporations
operate in a legal environment that extends weaker protection (Lodh et al., 2014; Chakraborty,
2018). Undoubtedly, there are many unanswered questions, such as how the firm’s dividend
behaviour changes over its life cycle. Specifically, how growth, mature, and stagnant firms in
an emerging economy like India differ in terms of their dividend policies.
Purpose: The purpose of this paper is to investigate the relation between dividend policy and
firm's life cycle. The study proposed that a firm's dividend behaviour would significantly
change over its life cycle.
Design/methodology/approach: To support the claim, we classified 1968 non-financial Indian
industrial firms into growth firms, mature firms, and stagnant firms over the period 2000–20
using a modified version of Anthony and Ramesh(1992) approach. Additionally, to verify the
claims, we used analysis of variance (ANOVA), pooled ordinary least squares (POLS), fixed
effects (FE) models, and random effects (RE) models.
Findings: According to the empirical findings, dividend behaviour varies over a firm's life
cycle. Particularly, stagnant firms are paying significantly higher dividends than growth firms
and mature firms are paying significantly higher dividends than growth firms. Our results are
consistent after controlling the effects of firm’s size, profitability, leverage, operating risk,
systematic risk, and growth opportunities.
Contribution: This paper offers contributions in two key areas: First, we incorporate the
industry dynamics in Anthony and Ramesh(1992) approach to classify the firm’s life cycle.
Second, our results substantiate applicability of agency cost-life cycle theory of dividends for
an emerging market like India.
 Track Name IS-5 Track Date 18.11.2022/ 11.00 to
12.30
Track Chair Dr. Magesh Nagarajan

How Agile Coaches, Consultants and Trainers can become more agile post-Covid 19
pandemic?
Dr. Harbir Singh, United Health Group (Optum)

INTRODUCTION
The Covid 19 pandemic has left the impact on the ways the software development business
was conducted before pandemic (Kude, 2020). Authors argue that several aspects of the
software development process have been forced to change due to the continued impacts of the
pandemic (O’Leary, 2020). Investigators suggests that since the origin of the agile manifesto
20 years back, the world of software development was learning on how to become more agile
in the ways the software is designed, developed and deployed to the customer (Beck et al.,
2001). Soon after the advent of the agile on the working floors of the software development
organizations, it was realized that there is a need of the agile coaches, consultants and trainers
(Stray et al., 2020).
Role of agile coaches, consultants and trainers
Researchers points out that agile coaches wear multiple hats in the organizational context
(Adkins, 2010). The agile coaches are responsible to coach the teams, individual team
members, product management group of employees, leaders and other key stakeholders (Hopp
& Oyen, 2004). Coaching essentially is a phenomenon of deep, insightful probing conversation
between the coach and the coachee (individual who is being coached) (Lundh, 2009). The
coach helps the coachee find out the answers to the business problems faced by the coachee by
asking powerful questions to the coachee (Mancl, & Fraser, 2020). The coachee develops the
path towards the solution of the problems by answering the questions asked by the agile coach
(Rehberg et al., 2020). Investigators contends that agile consultants on the other hand acts as
the subject matter experts and directly provides/suggests the solution of the agile software
development challenges from the consultant’s expertise and experience (Stray et al., 2020).
The agile consultants also are required to deliver various trainings on wide range of areas such
as agile ways of working, frameworks, roles and responsibilities and so on (Russo et al., 2021).
Quite often, a single person plays the role of Agile coach, consultants and trainer, who
contributes to align all the stakeholders on how to be more agile, develop the agile mindset and
behaviours, be more open for the changes in the business requirements, involve and integrate
the feedback of the customers early in the software development process, experiment with
different approaches of business problem solving, improving communication and so on (Moe
et al., 2015; Stray et al., 2020).
Challenges that agile coaches, consultants and trainers are facing during the pandemic
Pandemic presented challenging circumstances for the agile coaches, consultants and trainers
as well (O’Leary, 2020). As a result of virtual working due to covid situation, all the meetings
were now happening online, several online support tools came into application to facilitate
smooth agile software development process, office hours and time boundaries virtually
vanished with employees working overtime sometimes even without conscientiously being
aware of this (Batra, 2020; Sanders et al., 2021). The entire eco-system of agile software
development was impacted as a result of lockdowns at city, states and countries level (Worley
& Jules, 2020). Authors argue that pandemic resulted significant changes in the employee
behaviours, communication, the work timings and so on (Mancl & Fraser, 2020). With
psychological and mental breakdowns of employees witnessing this situation for the first time
in their lives, it was not easy for the agile coaches to coach, consult and train employees while
working from home (virtually) and still maintain and develop the right agile mindset and
behaviours (Comella-Dorda et al., 2020; Russo et al., 2021). Essentially, agile coaches find it
difficult to connect and develop trust, sympathy, empathy, understanding, respect and
send/receive the feedback to and from the employees (Marek et al., 2021). As a result,
organizations were witnessing the backward trend in the agility of the individual employees,
teams, leaders and overall enterprise, which could potentially become threat to the overall
product delivery to the customer, reputation of the organizations in the marketplace leading to
financial loss and threat to the overall existence of the organization (O’Leary, 2020; Russo et
al., 2021; Sanders et al., 2021). Consequently, agile coaches, consultants and trainers need to
become more agile in their own game to continue deliver value to the organizations (Kude,
2020). Therefore, the current investigation focusses on finding the answer to the research
question ‘How Agile Coaches, Consultants and Trainers can become more agile during the
Covid 19 pandemic?’
METHODOLOGY
The current investigation (in context of the research question formulated) requires the
investigator to be closure to the phenomena of agility of the agile coaches during the pandemic,
the behaviour of the existing data can’t be manipulated and the contextual settings of the
phenomena are to be covered. Hence, qualitative methodology was incorporated (Miles &
Huberman, 1994). Data was collected (in virtual environment, from April 2020 till Feb 2021)
from the India development centre of a software product development organization with
hundred thousand plus employees and yearly revenue of more than 100 million USD. Agile
coaches, consultants and trainers were the key informants for the study. Hence, the unit of
analysis was individuals. The theoretical and purposive sampling was incorporated to identify
and recruit the key informants for the investigation (Marshall, 1996). Participant’s
demographic is illustrated in table 1. Semi structured interviews of agile coaches were
conducted for half an hour to an hour (per agile coach) and participant observations were
conducted from 20 Agile consulting meetings of an hour each and 14 agile virtual training
sessions (ranging from 1 hour to 16 hours per training session, split into single up to 4 days per
training) summing up to 200 hours. Sample interview questions are shown in table 2. Data was
coded to two levels and analysed by applying grounded theory approach (Glaser, 1992). Data
was coded till theoretical saturation was reached (Marshall, 1996). Themes were identified as
the theoretical saturation was attained (Strauss & Corbin, 1994).
RESULTS
The data analysis resulted in the development of four different themes and helped to answer
the research question as: Agile coaches, consultants and trainers can become more agile post
covid 19 pandemic by assuming less, developing trust, seeking/providing feedback and
respecting the space and time boundaries. Agile coaches assumed less by validating their
understanding with their audience, confirming the agreement on specific points of discussions,
asking whether their audience had any doubts and clarifying the doubts. Coaches developed
the trust with their audiences by appreciating them more often, by being honest and transparent
to the audience. Coaches seek the feedback from their audience while coaching, consulting and
training and also provided the feedback to the audience. Coaches also ensured that they
implement the feedback to some extent as provided by the audience and helped the audience
to implement the feedback as provided by the coaches. Finally, coaches respected the space
and time boundaries of their audience by asking and providing the breaks during the coaching,
consulting and training sessions, re-scheduling these sessions in case the audience were not
comfortable and confirming to the audience whether they are in the right psychological mindset
and circumstances to take the session.
CONCLUSION
The investigation concluded by identifying the key themes and behaviours of the agile coaches
which made them more agile while conducting coaching, consulting and training sessions
virtually during the pandemic period. The themes were mapped with the principles and values
as detailed in the agile manifesto (refer to table 3). The outcomes indicates that agile coaches,
consultants and trainers changed their regular approach of coaching, consulting and training to
match to the need of the hour in terms of assuming less, developing trust, seeking/providing
feedback and respecting the space and time boundaries. Broadly visualizing, the outcomes of
the investigation suggest the agility in the approach of agile coaches, consultants and trainers
considering the change in environment from face to face to virtual, complexity, traumatic and
psychological implications of the covid 19 both on themselves and their audience.
IMPLICATIONS
The identified themes underwrite to the theory and literature of agile coaching, consulting and
training. The implications for agile coaches are mentioned in table 4. The implications are
mapped with the identified themes and the corresponding level 2 codes.

Sustainability and Digital Transformation in Fashion Retail

Sagar Sehrawat, SGT University
Dr. M.K. Nair, SGT University
Prasun Gagan, SGT University

Communications technology has made major strides in recent years that directly affect every
kind of organization. A new technological revolution known as the "digital transformation of
businesses" is being created by many digital technologies like the cloud, data management,
mobile apps, manufacturer software, and analytics. One of the internet sectors with the quickest
growth rates is fashion and apparel, but it also adopts new technologies at a much slower pace.
Retailers are crucial to the management of the fashion supply chain. The study's objectives are
to examine the effects of new digital technologies on fashion retail sustainability and to assess
how easily fashion retailers may integrate sustainability concerns.
Relevant literature on fashion retailing and digital technologies that result in digital
transformation has been gathered for this study. The study is based upon the analysis of data
collected from 9 interviews. The findings of the research demonstrate that the effect of digital
transformation will be favorable for revenue, operational expenses and profit, and that the
development of technology has altered customer behavior. Everything must alter to match a
new digital environment, and sustainability measures must also be implemented. The research
findings also reveal that the retail sector will benefit from digitization.

Digitalization of Education in India: An Enquiry into the Current Scenario

Abdul Khader V, SRMIST, Kattankulathur, Chennai
Karthik Sridar K, SRMIST, Kattankulathur, Chennai

The modern world of education is fast growing. After the Covid 19 pandemic, the scenario has
been travelled to another facet of - ‘technology oriented’. Technology take part a vital role in
the modern education scenario of the country. The traditional form of teaching like, teaching
in conventional classroom was well admired and online education was nearly inadmissible to
the people living in the country even just few years ago. Notwithstanding, it was popular among
the residents in developed countries. The Indian government authorities were giving
considerable efforts to make digital education platforms into effective by providing enough
supports to the platforms like Swayam, PG Pathshala, etc. even before the pandemic itself. But
the movement became operative and also became a necessity only after the pandemic. Once it
has been fully implemented prior to a test run, the stakeholders faced some sort of hindrances
and a few matters in question. The study focusing to explore the impact of the transformation
among teachers and students through various literature reviews. The study finds that, being
panic about log in with the technology is worthless in the new era of the world. Because the
present age is much more focused on technology and related things. The only thing is making
proper precaution is enough. The study would be useful for a broad audience especially for the
academic facilitators who are working in educational institutions which are located in semi-
urban areas in India.

Digital Transformation of Talent: The Unique Mode for Survival in Future

Dr Sharad Kulkarni, DKTES, TEI,Ichalkaranji-Maharashtra
Dr Sharwari Kulkarni, Kanya Mahavidyalaya, Miraj

Digital transformation has become the buzz word in last few years. Collaborative, inclusive,
flexible, and energetic workplace is need of the employees. Organisations practicing digital
transformation are experiencing higher performance with better employee engagement.
But mere instituting a new management plan for imbibing talent management with digitization
is not sufficient. It requires total commitment to acquire digitisation of talent. It could be
observed that some digital talent management tools may accelerate employee satisfaction,
intensify retainment of talent and also ensure sustainable development. All these results show
active involvement of Human Resources (HR) function. Hence, HR needs to play a crucial role
in digital transformation process.
This study examines the role of employee life cycle in the process of digitizing the talent
management. The employee life cycle comprises of talent attraction, acquisition, training,
evaluation, and development. The objective of this study was to understand the degree of
digitalisation in talent management processes in sample organisations working in Sangli
District of Maharashtra State. Attempts were made to identify the factors associated with talent
and digitalisation, to recognize the connection between them and to know how organisations
respond to them.
The study reveals that organisations have number of variety of tools which can be used for
effective talent acquisition process. Application of digital tools can ensure accomplishment of
both the tasks, namely, talent development and talent retention.

Understanding the Role of IMC on LGBT Communities’ Intention to Adopt and

Recommend Technology Products
Aayushi Singh, Lovely Professional University
Preeti Mehra, Lovely Professional University

Purpose – IMC increases the efficacy and efficiency of marketing endeavors by consistently
communicating with consumers via a variety of channels. In light of these black-box and
complicated issues, this research proceeds with a unifying review of the IMC literature and
tries to turn it in the direction of how the LGBT community has been portrayed in it and as an
audience how they have been impacted. The purpose of this research is to understand and
analyse the factors which play a major role in the potential customers of the LBGT
community’s intention to recommend and adopt.
Methodology – The data were collected from 450 self-proclaimed LGBT community members
from 5 major cities in India. The samples were collected using purposive and snowball
techniques. The analysis has been done using the partial least structure (PLS).
Findings – The findings of this study demonstrate that factors like behavioral intention, user
behavior, consumer technology adoption, intention to recommend and IMC plays a major role
in motivating and influencing the community to adopt and recommend technology products.
Practical Implications – Our results indicate that consumer technology adoption, user behavior,
IMC, behavioral intention and intention to recommend represent a crucial role in the
continuous intention and to recommend the technology products concentrating on the LGBT
community. This means that companies must set a value both in the communication and in the
product development of products containing technology products at the end of the value chain
to create a noticeable benefit.
Societal Implications - Our study makes an important contribution to explaining the behavioral
intention and use behavior of technology products work in continuous intention and
recommendation in socio-psychological communities such as the LGBT community.

Impact of Digitalization on Trading of ICT Goods: A Study of Group of Emerging

Market Economies
Prof Sonia Dhir, Jagan Institute of Management Studies

The paper focuses on the determination of the impact of the process of digitalization on the
trading of ICT goods initiated in the group of Emerging Market Economies. The study treats
the countries considered for the study as an integrated group of emerging market economies.
The paper examines the direction and magnitude of the relation between the exports and
imports of ICT goods and the combined GDP of group of these countries. The paper has
developed the distributed lag models separately for exports and imports of ICT goods. A
distinguishing feature of the study is that it generates and reports both structural and reduced
form parameters on one hand and the short and long term relations between ICT exports and
imports of the combined GDP of EME.
The main findings are as follows : the time series of GDP , ICT exports and imports diverges
from normal distribution. The paper has used an innovative t test for determining whether the
series of core variables are normal; it has been supplemented by traditional Chi2 and Jarque
Berra tests of normality with a view to compare results of all three tests.
Besides, Dickey Fuller test reveals that (1) time series of GDP is not stationary and (2) time
series of ICT exports and imports are found to be stationary. This has prompted the application
of Engel Granger test of stationarity of the linear combinations in the regression models and h
test of autocorrelation. The results of both these tests have validated the econometric models
used in the study. The results show that one percent change in GDP leads to 75% change in
exports and 78% in imports. As against this short run impact of 1% change in GDP leads to
78% in exports and 98% imports. Thus growth effect of GDP on imports is greater than its
impact on exports both in short and long run. Though the impact in the short run or imports is
much greater than the corresponding impact in the long run. This may partly be accounted by
the process of correction of adverse balance of trade in the long run.
 Track Name PT-5 Track Date 18.11.2022/ 11.00 to
12.30
Track Chair Danish Nasir

Social media and Sustainable Consumer Behavior a Systematic Overview: A

Bibliometric Analysis
Risha Thakur, Sharda University
Anita Singh, Sharda University

Social media plays undisputed protagonist role in the consumer’s journey (Carlson etal2018).
It has posed a remarkable shift in the sustainable consumer behavior. Sustainable consumption
is the recent addition in consumption behavior. It helps in moderating consumption control and
provides ecological protection (Elkington and Hailes 1989). Green consumption guides the
consumer to change the consumption behavior, focusing environmental protection by selecting
green products that contributes to public health safety. It also makes them aware about the
measures to be taken to conserve the resources and energy, disposal and recycling of wastes in
the process of consumption (Gilg et al. 2005; Geng et al. 2019). In other words, the focus of
sustainable consumption is on purchasing and using products of less-impacts that includes eco-
friendly product with recycled or reduced packaging and reduced energy consumption (Muster,
2012; Dong, 2018).
It has been observed that there is rise in the demand for sustainability as consumers’ willingness
is there to pay more for eco- friendly products. Young consumers are driving sustainable
movement by changing their lifestyles and behavior, and the role of social media in driving
this change cannot be undermined. Social media usage is not only influencing behavior of the
consumers but is also affecting the image of the companies. It has become a reliable source of
information for consumers in shaping their purchase intentions.

Evaluating the Bond Equity Earnings ratio (BEER) of Stock Market Valuation:
Evidence from National Stock Exchange
Yogesh Kumar, Central University of Rajasthan
Neha seth, Central University of Rajasthan

This study examines the time-series relationship between bond and stock yield for the valuation
of the national stock exchange. The relationship is known by different names, viz. FED model,
Bond equity earning yield ratio (BEER), and gilt-equity yield ratio (GEYR) model. BEER
gives the idea to the investor about the stock market valuation, whether the stock market is
undervalued or overvalued. It helps the investor to make the strategy of buying and selling.
Based on the cointegration Koivu. et. (2005) find that the FED model has a predicating power
in the US, Germany, and the United Kingdom market, but it predicts the US market better than
other markets. Asness(2003) suggests an explanation for why the FED model doesn't work. He
suggests that there is serious confusion between real and monetary variables in the model, and
that’s why the model does not have long-run predicting power.
The empirical result shows that the Indian stock market is overvalued and positively correlated
most of the time. Vector autoregressive test also suggests a short-run relationship between
BEER and nifty index. It shows that the model can predict the short-run relationship. Empirical
results also show a bi-directional Granger causality relationship exists between BEER and nifty
index.
 How Emotional intelligence impact on sustainable Development in organization
Mohan S, SRM IST
Nithyananthan V, SRM IST

Purpose: The impact of a manager's emotional intelligence (EI) on the economic, social, and
ecological aspects of organisational activity as well as the qualitative standards for evaluating
organisational performance from the perspective of the organization's sustainable development
(SD) are the issues that are covered in this paper.
Design/Methodology/Approach: In the current study, data gathered, analysed, and compiled
from secondary sources shows how sustainable development in an organisation changed due
to the impact of emotional intelligence. The secondary data provide concise thorough
information globally, but especially in India. 13 business people participated in a focus group
study to examine the difficulties associated with change or adoption.
Findings: According to the detrimental effects it can have on the workforce, organisational
politics are increasingly a topic of discussion in management studies. This study looked at how
organisational politics in government-linked firms (GLFs) are affected by emotional
intelligence. The results demonstrate a strong relationship between organisational politics and
emotional intelligence. This study helps us understand how a leader's capacity to manage the
political environment can be enhanced by the existence of emotional intelligence. By
improving the items utilised as a measurement variable, this study could be reproduced within
various sectors. Eight comparative analyses of the literature review and five findings from the
focused group study are used to draw the conclusion that Emotional intelligence impact on
sustainable Development in organisation in this study.
Research Limitation/Implication: Policymakers and researchers can use this study to better
identify the gaps and coordinate measures to address the problems that everyone is facing
impact on the emotional intelligent impact on the sustainable development in the organisation.
The view of the experts may have certain limits for the focused group study.
Originality/Value: The study is distinctive since it involved a thorough evaluation of the
literature with 46 papers utilising comparative analysis and then a concentrated group study
of specialists to confirm and add challenges.

Does Corporate Governance affect Insider Trading?

Sudipta Nanda, Jaipuria Institute of Management, Indore
Parama Barai, Vinod Gupta School of Management, IIT Kharagpur

Background: Corporate governance ensures fairness and equity among shareholders. This
study seeks to establish the relationship between corporate governance and insider trading by
investigating corporate governance’s impact on the probability of insider trading and abnormal
return and volume generated around insider trades. It is further investigated which corporate
governance variables affect the probability of insider trading.
The study contributes by the unique application of Cox regression for recurrent events to study
if corporate governance affects the probability of insider trading. This examination is unique,
as the link between corporate governance and the probability of insider trading has largely
remained unexplored. The research is also unique as it connects corporate governance with
abnormal volume around insider trades.
Methods: A corporate governance index is constructed to study the overall impact of corporate
governance. Cox regression for recurrent events is used to analyze the impact of corporate
governance index and corporate governance variables on the probability of insider trading.
Event study method and two-stage least square regression is used to analyze the effect of
corporate governance on return and volume generated around insider trades.
Findings: The results indicate that corporate governance index does not affect the probability
of insider trading. However, fourteen corporate governance variables are found to affect the
probability of insider trading. The findings also suggest that corporate governance index does
not affect the abnormal return and abnormal volume around insider trades.
Discussion: It is detected that the corporate governance index does not affect the probability of
insider trading, abnormal return or abnormal volume. This implies that any corporate
governance changes cannot limit insiders from making abnormal returns and cannot restrict
abnormal trading around insider trades. The components of the corporate governance index are
used to arrive at the index value. Some corporate governance index components positively
impact the probability of insider trading, while others impact negatively. So, the overall index
may not offer a very robust picture. Fourteen corporate governance variables are found to affect
the probability of insider trade. The related corporate governance variables can be controlled
to prevent insider trades.

Sustainable Strategy and Organizational Performance Post Covid: A new Normal for
MSME Owners
Neha Nemdas Sahu, JAGDISH SHETH SCHOOL OF MANAGEMENT,BANGLORE
Kajal Kumari, JAGDISH SHETH SCHOOL OF MANAGEMENT,BANGLORE
Aaditya Prabhu M, JAGDISH SHETH SCHOOL OF MANAGEMENT,BANGLORE

Micro, small and medium enterprises (MSME) in India, holding a strong number of 63 million
has contributed 26.83 percent to India’s GDP in 2020-211. Not to forget, this was the first year
of pandemic, wherein, the MSMEs were the worst hit. In MSMEs, owners usually wield a
universal influence (Gibson & Cassar, 2005), ensuring to take care of any critical situation,
filling the resource gap and deciding on fruitful practices aimed at keeping the business viable
in times of crisis (Schröder, & Chlosta, 2018). Covid 19 has been the testing time for these
owners to keep the business running. There had been constraints of lockdown, migration of the
workers, shortage of funds etc. to name a few. As the world moves towards new normal, the
MSME owners face challenges of meeting the Sustainable Development Goals also. Goal 8
calls for decent work and economic growth, which the owner managers now have to follow.
This gives rise to a central research question, what is the relationship of sustainable
organizational strategies adopted by these MSME owners and how it is perceived to affect
organizational performance? Since, it has been only one year, so performance data is expected
to be not available. The paper here adopted a secondary study methodology to gather data on
the strategies adopted by MSME owners through e- Databases, published reports in national
dailies or recognised websites and published case studies. The objective of this paper is to bring
the encouraging information of new sustainable strategies adopted by MSME owners to the
academia and industry platform and also to bring awareness amongst MSME forum about the
prevalent practices.
 Inconsistent and Ambiguous ESG Rating Implications in India: Examining the scope
of a Triangulation Methodology
Biju A V, University of Kerala
Snehith Jacob Kodiyatt, University of Kerala
Nithi Krishna P P, University of Kerala

Purpose
Corporate greenwashing has accelerated in recent years due to the disclosure of fake corporate
green claims. In recent years, the number of ESG rating providers has increased, resulting in
frequently inconsistent or contradictory ratings competing with one another. The
inconsistencies in ESG ratings might cause uncertainty and ambiguities about a company's
ESG performance, and finally, a biased investment will be the outcome. This study uses a
triangulation approach by combining theoretical and qualitative research (sentiment analysis)
and assesses the depth of greenwashing.
Methodology
We use a Triangulation approach to examine the intensity of ESG and greenwashing,
considering both theoretical and qualitative methods. We use the sentiment data of the
keywords” ESG” and “Greenwashing” collected from Twitter. From the two data sets,
subsequently, we analyzed the data using the qualitative analysis software MaxQDA. It can
perform a sentiment analysis of tweets. This automatically evaluates whether the people assess
tweet content as negative, neutral, or positive. Finally, the tweets can be sorted and filtered
according to their sentiments, and insights can be derived further.
Results
Our results show a linear relationship between ESG growth and greenwashing, i.e.
Greenwashing is significantly growing at the same speed as the growth of ESG. We find the
reasons for the growth of greenwashing might be due to the diverse approaches to the objectives
of sustainability standards and frameworks. The results show that divergent methodologies
encompass actions that exaggerate and misrepresent ‘green’ credentials. In addition, we
suggest an ESG methodology for India based on the insights derived from theoretical
underpinnings.
Research Implications
We find that the rating agencies' judgment of categories appears to be influenced by their
overall impression of the evaluated organization. We noticed that the size of corporates would
be exploited in the rating stage, i.e. if the size increases rating is also higher. SEBI has to play
an essential role by recommending a consistent disclosure. We suggest close surveillance to
reduce greenwashing of those rating agencies issuing ratings for Indian companies. Since the
investors follow the ERP’s rating, the regulators face difficulty asking ERPs to follow a
standard guideline. Still, the ERPs are to be objective and transparent about the methodologies.
 Track Name OBHR-11 Track Date 18.11.2022/16.15 to
17.45
Track Chair Dr. Vishal Arghode

Choice of Clean Fuel, Peer-effect and Women Empowerment: A Village-level Study

from IHDS Data
Debalina Chakravarty, St. Xavier's University Kolkata

Despite of providing subsidies on clean energy, the use of clean cooking fuel has increased
slightly, even with an increase in income and a decrease in poverty. The uptake rate of clean
cooking fuel is significantly determined by the development indicators including women
empowerment and peer-effect of energy consumption. The study aims to evaluate the
preference for clean cooking fuel such as LPG at the village level considering the presence of
the peer-effect of energy consumption focussing on women empowerment. We argue that the
village level peer-effect along with the women’s empowerment plays an important role in
adoption of Liquefied Petroleum Gas. The analysis using data from India Human Development
Survey (IHDS) –II, 2011-2012 shows that political and social empowerment in villages is
associated with the adoption of the LPG as clean cooking fuel. To our knowledge, the
uniqueness of this paper is that it evaluated the use of LPG in connection with gender
empowerment at the village level to capture the peer effect of energy choice.

Impact of Digitalization on herding, emotion and divided mind: model development by

using Smart PLS 3
Rahul Chauhan, Gujarat Technological University
Dr. Harishchandrasingh Rathod, Shri Jairambhai Patel institute of Business Management And
Computer Application (NICM Campus), Gandhinagar

Purpose: Present scenario is related to technology and digitalization and fin-tech took
tremendous change in investment pattern of investors. Main aim of this paper is to check impact
of selected behavioural finance biases that are herding, emotion and divided mind on
digitalization of financial transaction and investment, by using smart PLS and SPSS.
Design/Methodology/Approach: Researchers used primary data collection by using structured
questionnaire with 387 millennial investors of baroda city, Gujarat state as a sample.
Cronbach’s alpha of study is 0.868 which is good for further calculations.
Finding: finding of this study suggested that there is direct impact of behavioural finance biases
like herding, emotion and divided mind on digitalization of financial transaction. The entire
hypothesis are supporting to this (Smart PLS view). Due to digitalization investors are more
thinking on investment alternatives and options which are available with them and they are
investing more due to digitalization.
Practical Implication: In the era of digitalization all investors need to think before investing
amount in any investment alternatives because investors are coping and following others
investment strategy while investing. Also investors need to think emotionally while investing
amount because many a time investors are not clear with the future of financial securities they
are just following others strategies. So this paper suggests that investors have to think this entire
digitalization process as it plays important role in behavioural finance.
Originality/Value: This study is unique in providing a comprehensive analysis of impact of
digitalization on herding, emotion and divided mind of behavioural finance.
 Nurturing Entrepreneurial Aspirations in Engineering Students for Social and
Economic Development
Sunil Bakhru, Sardar Patel University, Vallabh Vidyanagar, Anand
Yogesh Joshi, Sardar Patel University, Vallabh Vidyanagar, Anand

World has been witnessing the power of technology to take itself to higher and higher levels
of civilization from times immemorial. The engineering and technology education imparted to
young students empowers them to take the industry and technology further. While such
advancements take the society and nation to higher heights of developments, we need an
additional mechanism to make available the benefits of technology to the common man,
thereby contributing to the well being of the society and nation and also economic
development. Such a mechanism is techno-entrepreneurship.
Technology has undergone major transformations over the last several decades. A few decades
earlier the technological developments would be mainly in the fields of Civil, Mechanical, and
Electrical Engineering disciplines, making it difficult for young engineers to consider
technology-based entrepreneurship at an early stage of their professional career. Fortunately,
the developments in relatively newer engineering disciplines such as Electronics, computers
and Information Technology in the last couple of decades have not just hugely impacted the
developments in all the engineering disciplines, they have also brought technology-based
product development and techno-entrepreneurship within the reach of most of the students.
It is now much more convenient for young engineers to consider applying technological
knowledge not just to propose solutions to industries but also to present such solutions to the
world in the form of actual products, through entrepreneurship. In today's scenario, it is not just
enough for the engineers to offer their knowledge for solving industry needs and participate in
technological developments, it is even more important for them to make available the fruits of
technological developments to the common man through techno-entrepreneurship and thus also
contribute to the economic development in a more direct manner.
This makes it necessary for technological universities to synergically embed entrepreneurship
education with an appropriate pedagogical delivery mechanism. A soft beginning in this
direction can be made by invoking in students the spirit of innovativeness in finding more and
more problems addressable by technology and nurturing entrepreneurial aspirations to take
them to the doorstep of a common man.

Role of Ethical Leadership, Employee Involvement, Employee Voice for the Readiness
to Organizational Change
Sarita, Birla Institute of Technology & Science, Pilani (BITS PILANI)
Dr. Jyoti Tikoria, Birla Institute of Technology & Science, Pilani (BITS PILANI)

In the current era, increased competition, innovations, and technological advancement push
organizations to be proactively ready to accept, and adapt to forthcoming changes in the
volatile, uncertain, complex, and ambiguous environment. This paper aims to understand the
role of ethical leadership in readiness to organizational change. In this paper, along with ethical
leadership, the role of employee involvement, and employee voice for the readiness to
organizational change is elaborated and a conceptual research model including various
propositions based on literature review is proposed. Authors analyzed select papers on ethical
leadership and organizational change to propose a conceptual research model. The conceptual
model proposes that ethical leadership positively influences employee involvement by
developing a culture of normative principles, transparency, morality, autonomy, and integrity
that influence the behavior of employees. Further, employee involvement positively influences
the readiness of an organization to change. Also, employee involvement mediates the
relationship between ethical leadership and readiness to organizational change. Furthermore,
employee voice plays moderating role between ethical leadership and employee involvement.
The proposed research model suggests that organizations need to practice ethics and develop a
culture that encourages, and motivates the workforce to be proactively ready for upcoming
uncertain changes. The paper fills the gap in the knowledge of ethical leadership and readiness
to organizational change with underlying social exchange theory and uncertainty reduction
theory.

Upskilling and Reskilling E-Skills Self-efficacy in fostering innovation: An empirical

Investigation
Prinka Dogra, University of Jammu
Aubid Hussain Parrey, University of Jammu
Sunakshi Gupta, University of Jammu

Purpose: Covid-19 has proven to be the ultimate test of resilience and innovation in an
uncertain environment. To keep pace with the accelerating rate of change, this study focuses
on upskilling and reskilling digital competencies. This study aimed to investigate the mediating
role of employee resilience (ER) in the linkage between E-Skill Self-efficacy (ESSE) and Idea
generation Behaviour (IGB).
Design/Methodology/Approach: Data from managerial and non-managerial remote workers of
the Indian service sector were analysed with appropriate survey instruments. Statistical
techniques were used for testing hypotheses using PLS-SEM 4 programs.
Finding: The study is a novel attempt to find out the role of e-skill self-efficacy on Idea
generation behaviour among remote workers. The finding revealed that e-skill self-efficacy has
a significant impact on employee resilience. Further, it was found that E-skill self-efficacy
significantly impacts Idea generation Behaviour. The mediation analysis results confirmed the
mediating role of employee resilience on e-skill self-efficacy and idea generation behaviour.
Theoretical implications: From a theoretical point, the current study provides ideas of the
informative value of SDT to understand and analyse remote work. Previous studies have
discussed intrinsic as well as the extrinsic motivation of SDT in remote working, the present
study explains its impact on idea generation behaviour through intrinsic motivation ESSE and
ER.
Practical Implications: The results of this study shall assist the organizations designing,
adopting, and implementing policies and practices that would facilitate resilience/agility for
the remote workforce in fostering Ideas. Leaders and employers need agility decision making
and idea generation to maintain smooth remote work as an important competency to lead the
organization.
Originality/Value: This study is pioneering in conceptualizing and testing a theoretical model
linking e-skill self-efficacy, employee resilience, and Idea generation Behaviour. In the rapid
disruption, efforts by agile organisations should be oriented toward upskilling and reskilling
digital competency as a ‘New Mantra’ for the development of remote workers, conducive to
benefit hybrid as well as remote organizations in the future of e-work.
 When Business Leaders apologize on social media: Evaluating role of Image
restoration theory and rhetorical persuasion in crisis communication
Payal Mehra, IIM Lucknow
Ankit Ahuja, IIM Lucknow
Pradeep Kumar, IIM Lucknow
Nandita Roy, IIM Kolkata

Public apologies of CEOs are periodically scrutinized by various stakeholders (consumers,

stock markets, the media, the employees of the company, and the people at large) to assess the
health of the organization, especially in times of an organizational crisis. The public statements
of the CEOs get further amplified in the age of social media (Twitter, Facebook, and blogs).
When users comment, share, reshare or dislike on social media platforms, they contribute to
the humungous networks of sentiment communication. However, negative comments and
disinformation breed uncertainty and hostility, polarizing the public and thereby rendering the
crisis response ineffective. This mixed methods study draws on Benoit’s image repair theory
and rhetorical persuasion, and examines perceptions of social media users about 150 social
media apologies proffered by CEOs and the sentiments towards the same between 2010-2020.
Results advance the Image restoration theory and use of rhetorical persuasion strategies, and
concludes that:
(a) Gender wise differences existed for length of the apology and the use of words;
(b) Empathy works. Public apologies that used reduction, offensiveness, denial and evasion
evoked negative outcomes such as fewer likes, and negative to neutral user sentiments;
(c) Situational factors, such as the type of crisis and timing of the apology did not influence
social media likes and sentiment;
(d) Longer apologies (more than 100 words and upto 250 words), with multiple components
were more effective in garnering likes than shorter, perfunctory apologies (less than 100
words); and
(e) User sentiments and social media likes reflected the CEO sentiments imbued in the apology.
Additionally, five leader roles in apology writing could be identified. We hope that our study
serves as a comprehensive guideline to public relations practitioners and researchers to advance
what works and what doesn’t in public apologies.

Role of Empathy in the Digital Age: A Stakeholder’s approach

Dr. Simarjeet Makkar, Assistant Professor, Anil Surendra Modi School of Commerce-
NMIMS
Dr. Rimi Moitra, Assistant Professor, Anil Surendra Modi School of Commerce-NMIMS

Use of virtual platforms has given rise to the sense of liquid workplace where digital
transformation and flexibility is at the core of any organisational strategy. With the advent of
new technologies, the social and interactive dimension has taken a new meaning in all the
sectors of business operations. While digitalisation has led to shrunken cultural spaces and
places, socialisation in the context of workforce and organisations have developed new
challenges that are essential part of workplace effectiveness. With the advent of covid- virtual
platforms, digitalisation has taken a new form of communication and operating. As a result,
there is a growing need of empathy in this digital age of operating businesses. The current
research aims to conduct a primary and an exhaustive review of the trajectory of digital
empathy and its defined role in organisations. The study also tries to use a stakeholder approach
to explain why it is crucial for all levels of an organisation to understand digital empathy in
order to increase employee productivity. The study will help researchers and practitioners in
understanding the importance of empathy in the increasingly technological workplace, and the
possible directions it could take in the future of work.
 Track Name OBHR-12 Track Date 18.11.2022/16.15 to
17.45
Track Chair Kapil Pandla

A Review on Green Human Resource Management and Leadership

Rifa Nadeem and Reeta Singh,malaviya, National Institute of Technology, India

Leaders play a crucial role in inspiring human resources by igniting the desire to do further
than expected. Green leadership and green human resource management practices are two
important reference sources before employees take green actions. The pursuit and
implementation of green human resource management (GHRM) is a required element of a
wider leadership approach, employees expect these two to go hand-in-hand. Green human
resource management has in recent years attracted much attention from academia and
practitioners all over the world. However, a thorough analysis of green human resource
management with leadership has not been made so far. To address this gap, the present study
provides a systematic and comprehensive literature review.

Literature Review on Scenario Planning and Organization Sustainability: A conceptual

model and Propositions
Shiny Mathew and Dr. Anshu Rani,Reva University,India

This article aims at establishing relationship between Scenario planning and Sustainability in
organisations by connecting important factors like creativity, mental model and organisational
learning and how scenario planning helps in achieving all those factors. Scenario planning has
been an emerging strategic tool to help the organisations not only be better prepared for future
but to have competitive advantage in the market. There are various effects of scenario planning,
and this study tries to connect few of the effects with the three variables under study to achieve
sustainability. Scenario planning is a fragmented area of study and therefore requires
comprehensive understanding. It’s found there is a lack of quantitative study on scenario
planning and its effects, so we want to propose a theoretical model to be tested. This study will
propose a conceptual model for further empirical study. Various literature has been thoroughly
reviewed with regards to scenario planning and sustainability and conclusions have been drawn
to establish important link between the two. While the study is solely based on the review of
literature, there still needs an in-depth enquiry and empirical research that needs to be carried
out to provide a robust model showcasing scenario planning as a means to achieve
sustainability in organisations.
 Reskilling And Upskilling for Overall Development of Employee and Organization in
Era of Automation
Dr Prashant Kumar, Academician (Assistant Professor), prashant_kumar015@yahoo.com
Dr Smita Tripathi, Assistant Professor, Department of Business Administration, Doon
University, Dehradun
Dr Shephali Mathur, Assistant Professor, School of Management, BBD University, Lucknow

Covid 19 lockdown period shows how unpredictable is our life and work. It tremendously
changed the work life of each and every employee along with the working culture of
organizations around the globe. India was also not untouched with this change and experienced
the shock of technology and coped with the advancement of digitalization. Application like
Zoom App, Google meet, MOOC etc were widely used for meeting, discussion and also for
online teaching and learning. The three Industry revolution that we experienced shows the
tremendous growth and change in technology and advancement and now we are experiencing
the fourth Industrial revolution termed as Industry 4.0. Industry 4.0 revolutionary revolution
which focus on the automation, use of smart technology like AI, AR, and so on in monitoring,
maintenance and analysis of supply chain.

Workforce Diversity & Startup Development in Digital Era

Kush Mehta, IIM Ahmedabad, India

Many people believe that startups do better when their staff is as diverse and open- minded as
possible. The study's goals are to synthesize the existing literature on diversity and inclusion
in the workplace and to illuminate potential future research directions on the subject of
workforce diversity management. A wide range of empirical and conceptual studies examining
the effects of a diverse workforce was reviewed. This research uses research from journals
between the years 2011 and 2021 as a basis for a literature evaluation of diversity and inclusion
in the workplace by making use of data that has already been collected. Workplace diversity
and inclusion were the primary topics of a commissioned literature review. The significance of
diversity and inclusion in the workplace in the present day was uncovered via the analysis. The
findings of the study indicate that there is a sizable body of literature on the topic of diversity
and its consequences. Since exploring inclusion and its impacts is a relatively new field of
study, further research in this area is required. The purpose of this research was to investigate
whether or not literature reviews were beneficial in enhancing researchers' understanding of a
topic and providing direction for further investigations. This research gives a theoretical look
at the problems that different companies face and the strategies that have helped them succeed
in the past.

An Impact of Work from Home on Employees' Wellbeing and Performance

Awishantika Rai, United University, Prayagraj, India

Due to COVID-19, a panic situation aroused all over the world which changed the style of
working on a larger scale. The pandemic made working from home the new way of working
for all as social isolation was imposed all over the world by govt of different countries. So,
understanding its new possibilities and finding ways to adapt to the change, not only to survive
but also to be better day by day in each circumstance while working. When talking about well-
being and performance we are about to discuss, family-work conflict, social isolation,
distracting environment, emotional and mental health, stress experienced, self-leadership,
improve productivity, quality family time, freedom to work from home, and easily done
responsibility, improved relationship, care and affection toward others. This study tends to find
the challenges and new possibilities of working from home for the near future as many
organizations are on edge of using the hybrid working model (few days WFH and few days
WFO). Working from home has a different impact on each person, this study helps in
understanding the best possible way of WFH to org that can use them and get benefit from
them in the long run and make it a new normal way of working.

Manager’s Positive Leadership and its Influence on Employee Flourishing and Trust
Harold Andrew Patrick, Sunil Kumar R, Jacqueline Kareem and Nepoleon
Prabakaran,Faculty of Management Studies, Jain (Deemed-to-be University),India

In a competitive and global world, positive leadership, work engagement and flourishing are
pertinent behaviors to be nurtured and leveraged within businesses and human resources for
increased effectiveness. The main two purposes of this investigation was to examine the role
of (i) positive leadership’s influence flourishing among software professionals in India, and (ii)
to research the influence of positive leadership on trust in work place. A stratified selection
method was used to identify the top 25 IT organizations, further stratified into Indian MNC’s
and Foreign MNC’s. The judgmental method was used to choose the software professionals by
including three inclusion criteria for responding to the survey. A sample of 983 respondents
duly filled survey questionnaires was treated for data analysis. The scales for measuring the
constructs were found to be reliable and valid in the information technology context. The
conceptual model was tested and identified as a worthy fit. The final data were treated using
SPSS 18.0 software and AMOS 18. The quantitative analysis is presented as descriptive
statistics to address the objectives of the study; CFA has been conducted to validate the
constructs. SEM analysis have been conducted on the data to show the influence of positive
leadership behavior on trust in work place and flourishing.

New Age Leadership: The role of compassion and empathy

Charu Kapoor, Research Scholar, NIIT University, Neemrana, Rajasthan
Dr. Deepak Khanna, Professor, NIIT University, Neemrana, Rajasthan
Dr. Kapil Pandla, Associate Professor, IMI Bhubaneswar, Orrisa

This study attempts to understand the importance of organization support and engagement
models used by organizations towards imparting online trainings and continuing education
programs in building and sustaining the motivation of the learners. The study was focussed to
study the motivation of a working professionals, enrolled into a continuing education program,
to remain engaged towards completion of the program undertaken. With context of a working
professional, it was important to study the importance of the organization environment as a
motivator to progress their study towards completion. In addition to the facilitator skills,
pedagogy and learning material, the support provided to an employee by his employer in terms
of time flexibility, recognition or career enhancements, any financial aid to continue studies
play a big role. With a sample of working professionals pursuing formal online management
education, the study attempts to investigate the role of employers’ support framework
influencing the chances of completing the online higher education programs in India.

Keywords: Online Education, Working Professionals, Organization Support, Higher Education

policy, program completion
 Track Name MARK-7 Track Date 18.11.2022/16.15 to
17.45
Track Chair Parihar Dahake

A Bibliometric Analysis on Societal Marketing: A Strategic Approach

Anmol Mehta, MANIPAL UNIVERSITY JAIPUR
Manisha Sharma, MANIPAL UNIVERSITY JAIPUR
Dr. Meenakshi Sharma, MANIPAL UNIVERSITY JAIPUR

Conventional marketing techniques were criticized by many philanthropic marketing

researchers. In 1960s this criticism transformed into volcanic eruption, which leads to the
emergence of societal marketing concept. Societal marketing concept has primary
responsibility to consider responsible consumption as the key concept while designing the
integrated marketing activities considering long term social welfare, in which every marketing
planning execution was seen through the lance of ecological, social and environmental impacts
on the society. In this paper, Author tries to find out how societal marketing evolved from the
1960s to present. This study is designed to map trends in publications, attention on societal
marketing and environmental responsible consumption trends over the past years. The usage
of VOSviewer software is done to map the occurrence of publications, keywords, and clusters
of researchers active in the field in different regions. Furthermore, this paper also provides a
more detailed overview of societal marketing through its significance, definition evolution,
requirement, and its practical usefulness. Stating the fact that firms would not only have a
competitive advantage but will also have a better chance of long-term survival and profitability
with society's support and approval.

Examining the role of Gender Differences in Online Luxury Purchases: An Emerging

Market Context
Vishal Soodan, CMS Business School, JAIN (Deemed-to-be University)
Deeksha Sharma, Mittal School of Business, Lovely Professional University
Anurag Jain, CMS Business School, JAIN (Deemed-to-be University)
Bikash Debata, Kirloskar Institute of Advanced Management Studies (KIAMS)

This research investigates factors influencing online luxury purchases. The study addresses the
glaring gaps in the existing research frameworks and proposes an integrated model of online
luxury purchase using Self Determination Theory. To strengthen the existing understanding on
the antecedents of online luxury shopping, the study incorporates constructs of SDT theory and
two additional constructs in assessing online purchase behaviour. This cross-sectional research
model is based on ‘motivation-intention-behaviour’ and was analyzed using Structural
Equation Modeling (SEM) applied to collected data of 392 consumers of luxury products.
Findings indicate a significant impact of autonomy, competence, and relatedness in
determining luxury purchases. Research further revealed the significant role of perceived
business model innovation and brand love but found it varying across the gender. Study has
implications for researchers and marketers and hence suggests gender specific inputs based on
analysis. It is further suggested that luxury websites should clearly communicate the benefits
and contribution of online purchases in augmenting their public identity and status. Research
findings may facilitate development of higher order models for future investigations and
supervise the formulation of strategies leading to increased adoption of online luxury
purchases.
Exploring Continuance Intention to Use OTT Video Streaming Platforms – A Uses and
Gratification Perspective
Nandukrishna T. Ajith, National Institute of Technology Thiruchirappalli
Dr. Sridevi P, National Institute of Technology Thiruchirappalli
Sathish T, National Institute of Technology Thiruchirappalli
Manoraj Natarajan, Vellore Institute of technology-Vellore

Usage of OTT video streaming platforms is rising. The effect of gratifications on continuance
intention has been less studied. Previous research has demonstrated that gratifications
significantly impact individuals' ability to maintain their use of an information system over
time. However, various gratifications' roles in predicting continued usage vary depending on
the setting in which the research is being conducted. This research aims to investigate the extent
to which various forms of gratification influence individuals' intentions to continue using OTT
video streaming platforms in India. A theoretical model is developed based on the uses and
gratifications theory.

Impact of social media strategy on brand attitude, electronic word of mouth intention
and purchase intention on millennial generations of India with special reference to
Apparel market
Arti Pandey, United University, Prayagraj
Dr Vishnu Prakash Mishra, United Institute of Management, Prayagraj

Purpose:
This study examines how social media marketing strategies affect the millennial generation’s
responses to brands. Further, it also examines how electronic word of mouth (eWOM)
influences the purchase intention of millennial generations. Social Media is a prominent
platform that has already spread its wings in all the nooks and corners.
Design/methodology/approach
In this paper, the researcher has made an attempt to review previous studies to understand
buying patterns and the role of electronic word of mouth on Y generations for this literature
including Scopus indexed journals and science direct.

Findings:
The results indicated that social media activities significantly impacted eWOM intention and
purchase intention through enhancing recognition of the brand and positive brand attitude.
Practical Implications
The study provided valuable input to the literature on social media marketing that can help
companies to cater to the needs and desires of consumers, which would be beneficial for long
term sales growth. The study proposes a theoretical approach that can help marketing
professionals and product developers to have a deep understanding of consumer shopping
behavior for facilitating consumer-oriented goods in the Indian apparel market.
Conclusion
Millennial generations constitute a large quota of India‘s population with enormous purchasing
power enabling many businesses to target them. Researches show that this generation is
impulsive in nature and has different buying behavior as compared to the previous generations.
The presence of social media marketing strategies aid to make one of the biggest consumer
communities has also insurrection the market for the apparel industry.
Social networking has been instrumental to the apparel industry with the ability to grasp huge
portions of consumers with just a single update on social media. Almost all apparel brands and
consumers now interact, communicate and give suggestions on social media platforms.

Positive Experience and Satisfaction Towards Co-Creation: Customers’ Co-Creation

Willingness in Leisure and Entertainment Industry
Dr. Sunishtha Dhaka, Manipal University Jaipur
Dr. Savita Panwar, Manipal University Jaipur
Dr. Meenakshi Sharma, Manipal University Jaipur

The purpose of this study aims to evaluate specifically value co-creation practices and related
value outcomes contribution towards guest satisfaction and experiences in the entertainment
and recreation segment of tourism. The study employs the Dialogue, Access, Risk, and
Transparency (DART model), defined as building blocks of co-creation (Prahalad and
Ramaswamy,2004) as the central concept to explore Value co-creation activities in tourism.
This research is the first to utilise DART model and lens of customer-dominant logic towards
customers involvement by using their power of experiences and evaluate the level of
participation interest in value co-creation. The collection of data is derived from 483 national
and international tourists lodged in luxury hotels of Rajasthan. The data is examined by using
empirical method applying structural equation modelling technique. The results and the
findings suggest that the Risk-Assessment element of DART does not influence positive
experience and satisfaction though Access, Transparency and Dialogue strongly influence
positive experience and satisfaction. The conclusions highlight the importance of value created
when tourists co-create in entertainment and recreation services and identifies the opportunities
for facilitating the Value co-creation continuum. Further the study also recognizes in turn
shaping tourists’ willingness to co-create. The current research paper develops and consolidates
Value Co-Creation–DART theory in the tourism context.

Sentiment analysis of employees during artificial intelligence adoption in IT companies

Indu Sharma

This research aims at developing a practical insight into the negative and positive impacts of
artificial intelligence (AI) adoption and technological adjustments on employees’ work-life
balance. It unties the HRD-related issues in the IT industry. Semi-structured interviews are
done with around 25 professionals having 5 years of average work experience and working
across the IT industry, and transcripts are analyzed through thematic analysis which is then
used to identify sentiment scores. It is determined from the analysis that the usage of AI has
resulted in affecting the work-life balance of the employees in IT companies in a negative
manner. There is positive perception as well such as increasing employee productivity and
providing more freedom, autonomy, and flexibility in managing their tasks and work,
regardless of the time or place. But despite these positive perceptions, the over-weighing
negative perception has affected work-life balance negatively.
 Track Name STRAT-6 Track Date 18.11.2022/16.15 to
17.45
Track Chair - Luci Abrahams

Influence of CSR on Firm’s Performance in India

Ansita Aggarwal and Nisarg Joshi

The study examined the impact of Corporate Social Responsibility (CSR) on company
performance. The CSR activities have been measured by the way of different stakeholders’
perspectives like employees, customers, investors, community, environment, and suppliers.
Company performance is measured by the way of financial and non-financial perspectives. The
CSR activities which are done according to employees, customers, investors, and suppliers
came out to be having positive significant impact on company’s financial performance.
Moreover, CSR activities done according to employees, investors, and suppliers came out to
be having positive significant impact on company’s non-financial performance.

Gamification: Enhancing Students' Performance Through the Gamified Environment

Santhosh Manimegalai

We have often heard of the adage, "Change is the only thing that never changes". This is highly
applicable and ingrained in our day-to-day lives. Moreover, the unprecedented role of COVID-
19 has put the globe into pandemonium because of its mammoth changes in the status quo of
countries. These changes led to a significant alteration in the standard of living and the lifestyle
of the people. Although it created irreparable and irrevocable loss to various sections of society,
the most notable section is the student group. The teaching pedagogy has attained a pandemic
paradigm shift from traditional learning to technology-driven learning. These changes have
majorly impacted the learning abilities of the students and also their behaviours to a little extent.
In a country like India, where the student population accounts for 250 million, has a major role
to play in the students' welfare in bringing them back to normalcy. Researchers observed that
though virtual learning has enabled students to have a greater learning experience, it also has
traces of negative impacts. Set apart, the need of the hour is to engage and motivate the students
through some means. Thus, the current study attempts to motivate the students through a
gamified environment. In this study, the researcher has attempted to enhance the motivation of
the college students at SDNB Vaishnav College for Women, Chennai. For the study, all
students in their second year of PG departments were considered. The objective of the study
is to create a gamified environment that motivates them to score 70 and above in their
continuous assessment test. The four parameters introduced here are badges, coupons, a cup of
coffee with the college's principal, and the leaderboard. Students were given clear instructions
that they were entitled to get the aforementioned four benefits if they score 70 or above, exactly
two days prior to the last subject. This was implemented only for the last subject. The rest of
the subjects were not given these benefits.
The results of the study showed that there were 110 students who scored above 70% out of 290
students. This was then compared with the other subjects and the overall increase of 18 to 20%
in the students' scores after introducing these gaming elements into their evaluation pattern.
This has ultimately increased the overall college performance.
Therefore, it is recommended that any forms of gamification in learning or any gamified
elements in the evaluation pattern would help the educational institutes to attain maximum
performance from the students. As this study concludes, the students of the PG departments of
SDNB Vaishnav are sensitive and reciprocated to such kinds of attempts.
Study the effect of Environment, Social and Governance Indicators on the Performance
of Emerging Economies
Yashswini Varde and Dr. Manminder Singh Saluja

In this paper we made an attempt to study the impact of environment, social and governance
indicators on the performance of emerging economies namely-BRICS countries. Environment,
Social and Governance abbreviated as ESG, makes up the three separate but related
components of the idea of sustainability or sustainable development. The ESG ideology is
projected to grow up more rapidly in the year ahead due to rising sensitivity and concern
regarding human rights, ecological growth, and sustainable growth. And therefore, it is
important to study the impact of environmental, social, and governance indicators on the
performance of emerging economies. Even after decades, there are still many nations in the
globe that have impediments to sustainable development. From the viewpoint of policymakers,
the main barrier is whether the increase in national sustainability actually assists economic
development. There is no unambiguous agreement in the research regarding the connection
between a country's ESG performance and economic growth. There exists limited literature
regarding the development of ESG ideology in an emerging market. This research made an
attempt to address the literature gap on the understudied impact of socially responsive
investment in emerging economies — BRICS by studying the effect of Environment, Social
and Governance indicators on the performance (economic growth) of emerging economies.
Regression analysis shows that the environment and governance pillar of the ESG framework
has a positive and significant impact on the economic growth of the emerging economy which
is measured as the GDP per capita of the country. And, it can be concluded that the ESG
framework has an impact on the performance of economic growth of BRICS countries.

Sustainability in Organisations
Dr. G. Brindha, Assistant Professor, PSGR Krishnammal College for Women
Adlinda S, Research Scholar, PSGR Krishnammal College for Women

In today’s global scenario, we are living in a world with limited resources, increasing
populations and depleting non-renewable energy resources. Manufacturing organizations
intake natural resources in an ungovernable manner and release pollutants in the environment
which leads to environmental degradation and huge waste disposal. The sustainability is
defined as ‘‘meeting the needs of the present generation without compromising the ability of
future generations to meet their own needs’’- Brundtland (1987). Sustainability in
organizations refers to the ability of a company to survive and succeed in a dynamic
performance, competitive environment. The organizational sustainability includes financial
sustainability, Environmental management sustainability, Pollution control sustainability,
Employee related sustainability, Public related sustainability and Governance sustainability.
The sustainability is a business approach to create long -term values that consider how
organization operates in three dimension like ecological, social, and economic environments.
The last decade, there are numerous regulation and goals are implemented to increasing
organizational sustainability practices and increasing number of firms realize the importance
of sustainability. By adopting Corporate Social Responsibility concepts, it helps to achieve
overall development plans of the organization, reduce future economic, environmental and
social costs, strengthen economic competitiveness and reduce poverty. This study is basically
an empirical study made to understand and analyze how organizations implement sustainability
into their businesses and to know how far this has been protecting the society.
 Dream, Dedication and Dawn of “NEW INDIA”-An Analytical view of National
Education Policy-2020 through Smart-PLS
Dr. Nitin Kulshrestha and Dr. Sanjay Rastogi

The primary purpose of this paper is to understand revolutionary education policy i.e. “NEP-
2020”, this policy is based on the recommendation by an expert committee headed by Dr.
Kasturirangan, former Chairman of Indian Space Research Organisation (ISRO). The basic
objective of this paper is to understand the relevance of NEP2020 with reference to reskilling
& reinvent new India, and further develop the “Vishwa-Guru Model- NEP 2020”. We develop
a Likert scale questionnaire based on literature review and policy framework, and our more
than 200 respondents are from industry & academia. We have selected nine principles of NEP
2020 as exogenous variables, and how these principles play a significant role to make our
country a “Knowledge Economy” and “Wealth Multiplier-ICE” which includes Intellectual
wealth, Cultural wealth, and Economic wealth (ICE). Our endogenous variable is “NEW
India”, which stands for “New Education Policy Empower Wings of India.” For the
quantification & validity of results, we use PLS-SEM- discriminant validity, HTMT, Cronbach
alpha, and Fornell-Larcker criterion. This paper is written for academicians, practitioners,
policymakers, government, and anyone who wants to understand and contribute in reskilling
and reinventing the holistic vision of NEP 2020.
Our results suggest that there is a positive relationship between the exogenous variable
(principles of NEP 2020) and the endogenous variable (“NEW India” -New Education Policy
Empower Wings of India).

An investigation of sustainability of e-learning system in Indian primary education

systems under the impact of Covid-19
Mrs. Anupama Singh, United University, Prayagraj
Dr. Vishnu Prakash Mishra, United University, Prayagraj

The corona virus pandemic has halted life all over globe and has resulted in the largest
disruption of education in evolution of mankind. As per an UNESCO report ~ 1.6 billion
learners had experienced difficulties in their conventional method of education due to
pandemic after March-2020.
Almost all schools and colleges of our country were closed after various guidelines by the
Indian government from October 15, 2020 after complete lockdown imposed in March, 2020.
This created a huge vacuum in education sector of India
To make classes functioning e-educational industry have to synchronise with digital demand
which resulted in an unwitnessed surge of internet based education, thus resulted in a “sellers’
market” in e-educational industry.
The Ed- tech industry in India witnessed a pump of approximately one billion USD by investors
in 2020. E-learning industry across the globe accomplished investment of `USD 253.0 billion
in the year 2021 and same is predicted to increase by almost USD 70 billion in the next
following years. Before pandemic and initial stages people were digitally deprived which
pushed students to opt for the digital mediums and lessons in lockdowns. This sudden shift
because of the Covid-19 has boosted the digital experience of education.
The Ed-tech sector had seen a humongous inward cash flow of investments in the year 2020.
The two top torch bearers of Indian E-education providers ; Byju’s and Unacademy which are
based on the “Freemium model” and have received massive inflows of fund in pandemic time.
India’s own and the highest valued BYJU’S with `5.5 million annual paid subscribers, have
able to receive approximately 1 billion USD worth of funding in the pandemic year. Byju’s
had also bought White Hat J for USD 300 million in August- 2020.The growth of Unacademy
during this year was nearly nine fold.
Even though vaccines for Covid-19 have arrived, the education institutes were very
apprehensive and continued digital learning in their teaching method. The prime motivating
tools for the education industry during the 2020-2021 has been the state of the art technologies
like Machine learning and artificial intelligence which was favoured by many institutes that
made E-learning more adoptive, stretchable, and responsive. This has digital mode of education
had enabled students to understand their courses better.
Zoom, MS Teams were the preferred application for the online learning. Face book and
YouTube were the most preferred social media platforms for the learning.
Thus, the COVID -19 has enabled educational institutions to adopt innovative technologies to
deliver content and impart education. In future there would be blended learning model, the
conventional class room education, digital learning or mix in the future. The pandemic has
already transformed the world and society and these positive effects can be witnessed on the
education sector which are testimonials of its embracement.

Understanding the impact of strategic corporate social responsibility on business

advantage
Atul Arun Pathak and Saroj Kumar Pani

Increasingly, firms are expected to go beyond creating economic value for shareholders and
co-create societal value for wider stakeholders. However, not all firms are equally effective in
co-creating societal value as well as business value through their CSR actions. This study
focuses on understanding the factors and processes that affect the effectiveness of the firms’
strategic CSR activities in simultaneously creating business value and social impact. This study
follows an exploratory method to synthesize and analyze data from 30 published real business
cases of firm CSR activities to develop a detailed process model. We find that well
implemented strategic CSR activities create social capital which firms leverage for creating
business advantage. Other factors which enable strategic CSR actions are (a) competitive
dynamics, (b) financial consistency, and (c) explicitly revealed stakeholder expectations. These
factors drive firms to consider strategic CSR actions and facilitate the adoption of an efficient
CSR process.
 Track Name FIN- 6 Track Date 18.11.2022/16.15 to
17.45
Track Chair Bhavish Jugurnath

ESG and Financial Performance: New Evidences from Emerging Economy

Sumita Shroff, Institute of Commerce, Nirma University
Rajkumari Soni, Dept of Accounting and Financial Management, Faculty of Commerce, The
M. S. University of Baroda

In this article, we explore the connection between Environmental, Social and Governance
(ESG) disclosures and Financial Performance (FP) in the Indian context. For this purpose, the
FP is measured by taking ROCE, ROA, and Tobin’s Q. The ESG overall disclosure and factor
scores are obtained from Bloomberg database and the financial information is captured from
the Prowessiq database. The final sample includes 216 NSE 500 index companies for the period
2012-2021. Twelve different OLS multivariate regression analyses shall be performed. Four
OLS models shall be run for each of the ROCE, ROA, and Tobin’s Q. The first three regression
shall be for overall ESG disclosure score, and then nine different regressions shall be for each
of E, S, and G factors along with the control variables such as firm size, leverage, age, and,
Beta. The panel data analysis shall also be employed to test the hypotheses of the study. The
contribution of the current research is establishing a long-term association between ESG
disclosure and financial performance of the NSE 500 companies from the perspective of an
emerging economy - India.

The Importance and Impact of Foreign Direct Investment on the Economic Growth and
Development of India
Bhavish Jugurnath, Univeristy of Mauritius, Mauritius
Ghanishta Dagah, Univeristy of Mauritius, Mauritius
Roucheet Bissessur, Univeristy of Mauritius, Mauritius

The Indian economy is one of the world's leading emerging markets. Five years ago, it was
considered as part of the fragile five, but no longer. Since 2014, it has become the world's
leading international destination with a major increase in FDI. The path to attract foreign
investments began in 1991 with New Economic Policy and India has unprecedentedly raised
the FDI level in the 2000's. This study addresses the important question of whether Foreign
Direct Investment (FDI) boosts the economic growth in India. The study covers the time period
from 1983-2018 and attempts to determine the empirical effect of FDI on Indian economy.
FDI, domestic private investment, public investment, employment, international trade is
considered as the endogenous variables for the growth of an economy. For this thesis, the
ARDL co-integration method is use to analyse the short and long-term effect of FDI on
economic development. The findings show the major effect on Indian economic development
of foreign direct investment. The relations of FDI – imports and FDI – inflation suggest that
the transition of high-tech and technology is having a negative effect on India's economic
development. Only foreign investment makes a strong and important contribution to growth in
comparison to domestic investment. Most studies conclude that FDI is beneficial for growth.
 Diversity and Inclusion in the work place
Priyanka Raina, Manav Rachna International Institute Of Research and Studies

Diverse groups of people have always lived in the world, but it's not easy to pin down exactly
what that variety is. It's not easy to pin down what exactly diversity is since it encompasses
both overt and covert factors. Some examples of such factors are one's skin tone, clothing, age,
and level of athletic prowess, as well as one's biological gender. Age, gender, ethnicity,
physical ability, disability, race, and sexual orientation are just some of the ways in which
workers might be similar to or different from one another. No matter how you slice it,
definitions like the ones above only serve to further the idea that humans are fundamentally
unique. Many people see these distinctions and the unique identities they entail as an essential
part of who they are and would be offended if they were distorted or ignored. Research question
for the study focuses how effectively groups and its individuals reach out to, involve, and make
use of others despite their many differences? The study aims (i) To study employee
contributions towards diversity and inclusion (ii) To access the team internal and external
collaboration (iii) To study organisational culture and related differences. However, it is crucial
to keep in mind that inclusion is a notion that happens at both the organisational and individual
levels, and that it is contextual, individual, temporal, and temporary. Keep in mind that workers
might experience contrasting feelings of inclusion and exclusion. One could feel included on
their team but not in the larger department or company. If a worker feels included in one setting,
it doesn't guarantee they'll have the same experience in other parts of the business. The
dedication to diversity might help retain workers since it shows that the company values them
as unique people. The loss of varied talent to a rival that does a better job of managing diversity
is a well-documented problem.

Unsustainable Debt and Climate Change Concerns of a Sovereign

Salamah Ansari, Indian Institute of Management Kozhikode

Unsustainable debt can force developing country governments to dedicate a substantial share
of public expenditures to debt services at the expense of investments in favor of climate change
practices and policies (Stichelmans, 2015: 7). Unsustainable sovereign debt diverts the already
scarce resources from provision of climate-conscious public services to repayment of debt. It
hinders the fulfillment of human rights in a myriad of ways and handicaps the national
development strategies to incorporate climate change concerns in public policy frameworks.
History is replete with several examples of how developing countries’ “debt and the subsequent
IMF-supported adjustment programs implemented have caused and aggravated human rights
violations among the affected nations” especially in the mid-1980s through the early 1990s
(Ozden, 2007). There are direct effects of the debt crisis and debt restructuring on the effective
fulfillment of climate change policies. The poorest and most vulnerable regions are affected
the most by the debt crisis that causes a harmful and negative impact on the environment as
well as development; economic disruption and crises (Stichelmans, 2015: 2).
 Assessing the behavioural intention of the Mauritian population in adopting the use of
e-Wallet and Loan-Based Crowdfunding during the Covid-19 pandemic
Bhavish Jugurnath, Univeristy of Mauritius, Mauritius
Pareena Devi Bhugowon, Univeristy of Mauritius, Mauritius
Sunil Kumar Bundoo, Univeristy of Mauritius, Mauritius
Roucheet Bissessur, Univeristy of Mauritius, Mauritius

The aim of this study is to access the factors determining the behavioural intention of the
Mauritian population in choosing and accepting fintech products such as e-Wallet and
crowdfunding lending during the Covid-19 pandemic. As such, data for this research has been
collected by distributing online questionnaires. The independent variables namely of
Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions and
Innovations as proxies of the UTAUT and DOI model to test if there is any significant
relationship to the two independent variables- e-Wallet and Loan-Based Crowdfunding. It is
concluded that both Performance Expectancy, Effort Expectance have a significant influence
on both dependent variables while the others generated an insignificant result and suggest that
cyber-security should be reinforced. The analysis showed that performance expectancy has a
significant influence on the two dependent variables namely e-Wallet and crowdfunding
lending, effort expectancy also influences significantly the dependent variables but has a
negative relationship with both, social influence has a positive and significant influence on
digital money depicting that the more positive word of mouth is spread, the more Mauritian are
encouraged to use digital money to transact. The last two independent variables facilitating
conditions and innovation have no impact on both dependent variables.

Digital Payment Trends in BRICS Countries

Prabhjot Kaur, Guru Nanak Dev University
Lakhwinder Singh Kang, Guru Nanak Dev University

In today’s digital world, modernization of the payment system through rapid Technological
advancements and FinTech initiatives, has brought progressive changes for the transformation
of the financial and payment services in the digital environment. Owing to the Covid pandemic,
the World economies can no longer see digital payments as an option but as a mandatory resort.
As per the Global Findex 2021 survey, the use of digital payments has been nearly universal in
the high-income economies and rapidly rising in the developing economies with the growth in
the digital payments outnumbering the growth in the account ownership. Due to the rapid
growth in the digital financial inclusion in the Emerging Market Economies (EMEs), it is
pertinent to know the digital payments trends in such economies through the BRICS countries.
The present study aims to compare the digital financial inclusion in the BRICS countries for
the past decade (2011-2021) through the access and use indicators of digital payments taken
from the Global Findex Database. Among the access indicators, there exist significant
differences between the account ownership and mobile money account ownership with the
former being much higher than the later. Among the use indicators including the use of mobile
payments, debit card, credit card and digital payments; the digital payments have shown highest
usage in all BRICS countries. Among BRICS countries, India lags much behind in both the
access and the use of the digital payments, implying that intensive efforts are needed for the
digital payment transformation in India.
 Track Name IS-6 Track Date 18.11.2022/16.15 to
17.45
Track Chair Magesh Nagarajan

Personalized Career Recommendation System using Artificial Intelligence

Subhransu Mohapatra, Great Learning

Mahadevan R, Great Learning
Madhusmita Singh, Great Learning
Debajit Ghosh, Great Learning
Srinivasan R, Great Learning
Narayana Darapaneni, Great Learning
Anwesh Reddy Paduri, Great Learning

By the next 10 years, billions of jobs are predicted to disappear freeing up talents that will be
redundant, while also opening new fledging industries as well as scope and demand for new
skills. India with a strong demographic advantage of young population, and a developing
economy, is at the forefront to face this challenge. It needs to embrace this unknown and help
develop the next generation as per the necessity of this changing world. Additionally, education
needs to be customized with the natural aptitude of the pupil while being aligned with the need
of society. This needs to be relevant, timely, and readily available to the pupils by using real-
time data-driven trends. Against this background, this paper presents an approach to creating
an interactive online platform to predict the demand of future job and skill trends and
recommend personalized career options to individuals matching their individual traits and
passion using artificial intelligence and machine learning. The approach involves real-time
mining of the information available in the public domain, using natural language processing
(NLP) to predict emerging and declining job and skill trends, and using advanced analytics for
real-time visualization. A personality assessment survey along with advanced classification
algorithms can match the individual’s aptitude with emerging skills to recommend a
personalized career plan to prepare the individual for future career success. The approach
presented here has the potential to reap the true benefits of demographic dividend for the
country and is easily scalable for the global market.

Global Mapping of Metaverse and Digital Transformation: A Bibliometric Analysis

Thamaraiselvan Natarajan, Pathmanathan Pragha, Subhashree Prabhakaran and Deepak
Ramanan
National Institute of Technology

This study aims to track the evolution of the metaverse field of research. The articles written
by authors from various countries were picked in order to achieve the goal using a variety of
article selection criteria. 234 out of 636 articles were selected for the bibliometric analysis
using the Scopus database. The authors have provided a research agenda and recommendations
for further study in this area.
 Reinventing the Education Systems Across the Globe using e-Learning Heuristics: A
Survey
Ravisha Kapdiya, Department of Management Studies, Prof Ram Meghe Institute of
Technology & Research- Badnera, Amravati
Vijay Gadicha, Dept of CSE, GHRUA, Amravati

In the civilized economies, education is crucial for human growth, continuity, and expertise
transfer. The way we learn has changed significantly over time and continues to do so due to
the development of new technology since the beginning of time. All of us are quite acquainted
with the traditional ways of learning in which education is imparted within the walls of the
classroom to a group of students; limited time (about 6-7 hours each day). The space restriction
of a physical classroom has been entirely eliminated by the current educational system,
benefiting a wide range of pupils simultaneously around the world. Online learning techniques
are immensely beneficial to the students, encouraging higher level of engagement from all
corners of the globe and increasing their preference for it. According to Brazilian scientist
Paulo Freire, conventional learning is "the banking system of education," and a solution-
focused strategy is a viable substitute. With a wide range of electronic gadgets, programme,
and services available, electronic methods of teaching and learning have emerged as a crucial
alternative or addition to the traditional "chalk and talk" approach of instruction. A competent
e-learning platform will do wonders for the students greatly. Today's globe has seen a rise in
the popularity of online education. NPTEL, MOOC, eGyanKosh, Institute of Lifelong
Learning (ILLL), Consortium for Educational Communication (CEC), Virtual Learning
Environment, NCERT Textbooks, eGurukul, and e-PG Pathshala are few of the well-known
projects undertaken in this field in India. Seven Indian Institutes of Technology (IIT) and the
India Institute of Science have launched the NPTEL (National Programme on Technology
Enhanced Learning) (IISC). Government of India's Ministry of Human Resource Development
(MHRD) provides funding for it. Many universities along with many accreditation bodies like
NBA, AICTE, Washington Accord, Dublin Accord, and Sydney Accord have recognized its
importance and hence encouraging e-Learning. The significance of e-learning and the
opportunities it offers will be discussed in this paper. Case studies from several esteemed
colleges will be incorporated into the study.

Reasons for Telemedicine Resistance: Innovation Resistance Theory Perspective

Muhammed Sajid, Mukul Dev Surira, Libin Thomas and Zakkariya K.A.
Cochin University of Science and Technology

Telemedicine is a healthcare innovation that curtails the limitations of traditional healthcare

services. Despite the fact that telemedicine is a societal requirement in many emerging
economies, adoption rates are still low. This paper examines the various reasons for
telemedicine resistance in an emerging economy. The study applies the theoretical tenets of
innovation resistance theory to investigate the causes of telemedicine resistance. This empirical
research is based on a survey that involved 377 Indian digital natives. Data analysis was
performed with SmartPLS 3.3. The statistical analyses revealed that telemedicine resistance
was significantly predicted by the usage, value, and tradition barriers. The results also indicated
that perceived benefit negatively moderates the relationship between value barrier, image
barrier and telemedicine. Further, this study demonstrated that the innovation resistance theory
is useful in examining telemedicine resistance by explaining 67.70% variance in telemedicine
resistance. This study contributes to the extant literature on healthcare marketing in the
following ways: 1) To the best of our knowledge, this is the first attempt that exclusively
focuses on the factors that lead to telemedicine resistance through the theoretical lens of IRT.
2) The study also scrutinizes the overall influence of different barriers on telemedicine adoption
intention in terms of perceived benefits, which is a unique contribution of the current study. 3)
The present study provides valuable implications for healthcare marketers that aid them in
understanding the determinants of telemedicine resistance.

Paving the way towards service delivery digitalisation: An empirical analysis in context
of mobile food delivery apps
Ashwarya Kapoor, Rajiv Sindwani and Manisha Goel
J.C. Bose University of Science and Technology, YMCA, Faridabad, India

Users are steadily making the use of mobile food delivery apps (MFDAs) to enable quick, safe
and convenient food delivery. It is an emerging mobile technology that has been extensively
used during the COVID-19 outbreak. Many MFDAs service providers have come up to serve
users. But users usually keep on switching among different MFDAs platforms. Research in
different areas have suggested that one of the major reasons behind switching is quality of
services. So, this study attempts to propose six salient MFDAs service quality dimensions
among users on the basis of review of literature and discussion with a domain expert. Further,
the study in its uniqueness utilised a relatively new multi-criteria decision making (MCDM)
approach named Best Worst Method (BWM) to prioritise critical MFDAs service quality
dimensions. Findings of the research revealed ‘maintenance of meal quality and hygiene’ as
the topmost service quality attribute of food delivery app business. Examination of the
literature indicates that this study is among the pioneer studies to prioritize key service quality
factors of MFDAs using BWM. Outcome of the study will provide valuable insights to the
MFDAs service providers regarding key service quality dimensions that will assist them in
building their customer base and retaining the existing users.

Disruptive Innovation of the Property Inspection process and market using Artificial
Intelligence and Machine Learning.
Narayana Darapaneni, Anwesh Reddy Paduri, Srinibash Dash, Dhanasree Shringarpure,
Shazia Ahmed, and Sreehari Unnikrishnan
Great Learning

Traditionally home and property inspection has been a person-intensive service, with the home
inspector’s physical inspection and interpretative skills playing a major role in identifying the
problem areas Over the years companies have started using tools like thermal cameras,
moisture meters, and infrared detectors to accurately and objectively assess the various aspects
being inspected. However, there still remain certain pain points in the inspection process. Use
of heavy equipment to access difficult-to-reach areas such as rooftops, facades of high-rise
buildings, etc. Also, there is human risk involved in reaching out to such points with a limited
amount of time the home inspector may not be able to cover 100% of the area being inspected.
The subjectivity of the inspector’s analysis may lead to disputes as to the extent of damages
amongst the parties involved. In developing countries especially, the availability of qualified
home inspectors as a proportion to the population size is limited. AI solutions in a home
inspection can be the answer to the issues cited above. The AI solution cited by us will capture
a large number of images for all areas including those otherwise difficult to access using drones.
These would then compare them with a repository of thousands of labeled images wherein
faults can be identified. The faults can be further zeroed in by getting a dimension analysis of
the image of the fault space identified and comparing these dimensions through AI with
standards for determining the presence, location, and extent of the fault. The broadly identified
fault can thereafter be remotely accessed by a structural inspector to confirm the findings. Any
aberration found in the outcome vis a vis the actual can be referred to the data repository to
facilitate continuous machine learning and improve prediction accuracy.
 Track Name PT-6 Track Date 18.11.2022/16.15 to
17.45
Track Chair Padmavati Uttarwar

Consumer switching behaviour from Petrol Vehicle towards Electric Vehicle due to the
influence of Environmental Consideration
Dinisha C M, SRMIST, Kattankulathur, Chennai
Sankara Moorthy K, SRMIST, Kattankulathur, Chennai

Purpose: The purpose of the study is to compare the consumer switching behavior from petrol
vehicle towards electric vehicle due to the influence of environmental consideration from 2017
to 2022 and what is the assumption in the change of rate until 2030.
Design/Methodology/Approach: In the present study, the switching of the consumer behavior
from petrol vehicle to Electric vehicle by the data collected, analyzed and complied through
secondary sources. The secondary data give a concise comprehensive information around the
globe especially in India. The change or adoption challenges investigated through a focus group
study consisting of 17 participants from industry.
Findings: According to the study the critical roles of sharing economy and public utilities in
the promotion and change to Electric Vehicle adoption due to the high cost of petrol, and the
high pollution due to petrol vehicle and lack of GOI initiatives. As per the recent times,
pollution becomes one of the major problems in India and also in Global Environmental control
becoming a challenging one. The major reason of this is automobile pollution and now EV
came into market and people started to accept it majorly due to environmental pollution in a
vast and furious range. This study gives a conclusion of change of customer to electric vehicle
by ten comparative analysis of the literature review and seven from the focused group study.
Research Limitation/Implication: This study can help policymakers / researchers understand
the gaps and align measures to address the challenges faced by everyone for the recent shift
from PV to EV. The focused group study may have its limitations due to the perception of the
experts.
Originality /Value: The systematic literature review of 55 articles using comparative analysis
and subsequently a focused group study experts to verify and add challenges has made the
study unique.

A Study on the Faster Adoption of Electric Vehicle Transportation Model in India-

Intermediate Role of Motivation
Rakhi Shrivastava, Vivekananda Institute of management Studies & Research, Chembur
Mumbai
Dr. Srini R. Srinivasan, Jamnalal Bajaj Institute of Management Studies. Mumbai

The vision of NEMMP 2020 implemented in 2013 endeavors to control GHG emission as
resolution passed in the UN climate change pact and to become an energy independent nation
by converting India’s transportation model in clean & green energy-based vehicles and E-
vehicles represent the effective pathway for its success.
To evaluate e-mobility on Indian roads as an effective environment friendly medium, the
present study analyses in-depth various techno-socio-economic-environmental-reward factors
responsible for the motivation among people to switch to Electric vehicle. The study is based
on primary data collected from the 300 residents approx. of Panvel region of Maharashtra
through a structured questionnaire. The paper clearly presents a model using structural
Equation Modelling using IBM SPSS AMOS 26 software. The significant influence of various
factors is divided into five categories on the motivation of Indian people for fast adoption of
E-Vehicle. The result of the analysis depicts high influence of social, economic, technological,
environmental and Govt policy factors on the motivation to switch to EVs. The study also
suggests meaningful points for the faster pace of EV adoption by Indian people to fulfil the
mission of 50% Electrification of vehicles on Indian roads.

Leading the New Path of Resilience to Mitigate Insolvency & Bankruptcy_Final IIM
Abstract
Padmavati Uttarwar, GITAM University
Saisree Mangu, Gitam University

In the era of Industry 4.0 and next generation of Industry 5.0 self-sustainability, Business
Continuity and avoidance of bankruptcy plays a pivotal role. Like aiming for “Make-In-India”
movement a success, it is equally important to make the new businesses educate and help
understand avoidance of bankruptcy. Witnessing shutting down of businesses during the
COVID-19 pandemic, across the globe, created the need to understand the level of
preparedness and self-sustainability. In today’s era of Industry 4.0 where the businesses are
highly dependent on the usage of various technologies, it is imperative to highlight the
importance of upgrading the strategies which are equally effective to mitigate the risk to the
businesses. The COVID-19 has influenced the working culture like the buyer & seller culture,
the thought process of the existing businesses those are evolving and new businesses are
emerging.
Business continuity is directly proportional to client confidence and trust in your organization
both internally and externally. That could mean non award of future revenue streams, reduced
vendor engagements, various business partner’s lack of collaboration due to increased and
perceived business continuity risks. Business continuity helps in increased assessment of
processes that need to be streamlined for more efficient operations of the organizations. This
research paper talks about the different factors that leads to bankruptcy. Impact and Importance
of different resilience strategies those lead to the making or breaking the organizations. Need
of adoption and implementation of sustainable & upgradation of strategies to make
organizations more resilient is evident from the research. The paper also discusses the deep-
down co-relationship between the effective business continuity management and bankruptcy.
The article elaborates factors influencing the bankruptcy and strategies to be followed to
achieve the self-sustainability for the current & emerging businesses. The paper also reports
limitations and restrictions of this research.

MOTIVATION:
Influence of covid -19 has impacted many companies, start-ups to shut down so to ensure the
sustainability it is utmost important to mitigate the risk to Insolvency & Bankruptcy and
identify the best possible path for resilience.
OBJECTIVE:
The Objective of the paper is to discuss the causes for the insolvency and bankruptcy due to
unexpected events or disasters and highlight the possible ways to mitigate the risk for the
business continuity through the deliberations and the inferences from the responses.
METHODOLOGY:
Case Study & Ethnography methodology has been found apt for this research and continued
with the data collection and analysis. The Data collected by circulating questionnaires through
WhatsApp groups mail circulations, LinkedIn Mails/ Emails and other social media sources.
Responses were taken from Focused group discussions 1-1 interviews. Data was analyzed by
Analysis tools wiz, MS Excel. Statistical techniques / Methods were employed to infer the
results. The results were presented in the form of Plots/Graphs. The Paper discusses about the
better strategies to be employed for the resilience of the insolvency and bankruptcy of
considered sectors of business. This paper also gives a glimpse of future work in the field of
Business continuity.
DATA SOURCE:
The data collected in the form of Interviews, Focused Groups, 1-1 Interviews, Survey by
circulating questionnaire and literature review.
LITERATURE REVIEW:
Critical Literature Review is conducted in this area and detailed assessment is reported. Gaps
were identified and systematic methodology was arrived to proceed with the data collection
and analysis.
RESULTS:
Based on the critical literature review a methodology was arrived and results are discussed and
summarized in this paper.

Assessment of Sustainability Reporting of Indian Infrastructure firms

Rakesh Yadav, Graphic era university
R N Yadav, IIFM,Bhopal

This study provides first comprehensive view on the quantity and quality of sustainability
report of 36 Indian Infrastructure firm. The study adopted scoring methodology to derive the
score of GRI based sustainability reporting. The study finds that the average reporting of the
selected 36 infrastructure firms were 26 % while the highest score was (ILFS) and lowest score
was 2% (Madhucon Infra). The reporting on social and environmental dimension- was worst,
on economic dimension was better as compared to social and environmental dimension, thus
considerable difference in sustainability reporting for economic, social and environmental
dimension. Furthermore, the reporting of larger firms was comparatively better than the small
and the medium infrastructure firms. The study would be helpful in deriving score which assist
in comparison of sustainability report which ultimately improve the performance of
sustainability reporting.

Why large corporates engage with start-ups: An integrative literature review

Sonika Jha, FORE School of Management, New Delhi

It has been evident to take cognizance as to why corporate partnerships with start-ups have
always made sense where in start-ups may benefit from corporate funding, resources, growth
programs, network strengthening and deepening and customer access, while large companies
or incumbents get the chance to innovate to stay ahead of their competitors and creative
disruption, and be able to access new technologies. This leads to a synergistic dynamic between
the corporates and the start-ups.
There has been a consistent and steady increase in corporate–start-up engagements since 2012,
particularly due to rise in technological disruptions and revolutionary innovation in all
industries. A fairly huge appetite for collaborative activities between an incumbent and new
firm has been observed. Many scholars over the years have studied the phenomenon around
corporate and start-up collaborations using multi-faceted theoretical lenses and empirical
means.
In this regard, certain specificities have been observed with respect to collaborations,
partnerships and alliances. However, an emerging construct around engagement was observed
when these synergistic motives between a corporate and a stat-up went beyond an acquirer-
target relation, and became a more co-evolutionary and co-operative association. So, to say,
these relationships went more equity-based to non-equity-based.
This study has identified certain gaps from literature addressing the scant work done with
respect to the emerging construct of Corporate Engagement with Start-ups (CEWS).
Engagement today stands has an umbrella concept covering the entire gamut of corporates
coming together with start-ups, from the philosophy that goes behind the intention to the mode
chosen for partnership, to defining the stages of engagement and observing the post-
engagement journey.
This work particularly attempts to address the synthesize the intellectual structure around
corporate Engagement with Start-ups (CEWS) through a twofold integrative literature review
i.e., primary select review and secondary exhaustive review.
There is a rich and diverse literature on corporates engaging with start-ups through multiple
modes. These interfaces could be of multiple forms such as joint ventures, strategic
partnerships and alliances, many such more modes. For instance, it has been distinguished
between: traditional models of engaging with start-up: influence through equity such as via
corporate venture capital, corporate accelerators and incubators, corporate strategy programs
such as open innovation and ecosystem building, etc. Powered by digitalization,
entrepreneurial spirit and the agility to pivot swiftly, start-ups are seen as potential partners for
corporations across all sectors to engage.
For innovative initiatives in particular, more corporations find it far more valuable to leverage
the innovative technology that start-ups have developed through mutually beneficial
engagement models. Both in the literature and in practice different models and formats of
collaboration exist. Corporates make choices on how to engage with start-ups successfully
depending on various criterion.
Corporate association with start-ups has generated a significant body of knowledge from the
vantage of how start-ups have accessed corporate funding, resources, and customer access,
while corporations have used the innovation energies start-ups bring to the combination to stay
ahead of competitors and have access to new technology. This shows that there has been an,
observably, robust appetite for collaboration activities as growth in digitization over the past
decade has driven the need to innovate thereby putting the spotlight on getting these
partnerships right.

Approximately, 90 per cent of businesses agree that business collaboration is critical to

fostering innovation. Corporate and start-up partnering represents an approach of innovation
that brings together non-traditional allies with complementary capabilities and inter-
organizational asymmetry to achieve win-win results for both.
At the same time, start-ups to function in a well-supported and well-functioning ecosystem in
order to create sustenance, and avert decline or failure. By supporting the transition of start-
ups into scaleups and by ensuring that scaleups can maintain their growth, a continuous process
of innovation can be enabled, thus strengthening the competitive advantage of ecosystems and
driving innovation.
Interactions or exchange of information and resources between corporates and start-ups
through inter-organizational activities or processes that have traditionally taken place via
acquisitions or integrations (e.g., research and development, new product development, design
etc.) are now increasingly accomplished via partnerships and purpose driven engagements, or
contractual agreements. This has been an observable shift from in-house and homegrown
innovation to now a more collaborative innovation or co-evolving space.
This means of engagement often labelled as outward-looking approach that institutes a
mechanism of identifying, exploring, and exploiting opportunities through a mutual exchange
of capabilities, resources and information. There are five main themes we see come up, namely,
corporate accelerators, corporate venture financing, corporates' strategy, ecosystem building
and innovation.
In this study, we aim to conduct an integrative review of the intellectual structure of corporate
engagement with star-ups (CEwS). We follow a review protocol of initially conducting a select
review to capture the relevant themes emerging on corporate engagement with start-ups.
Thereafter, we conduct an exhaustive review to demonstrate how these themes have functioned
and performed in the industry practices.

Working Capital Management Practices of SMEs in Delhi NCR: A Behavioural

Approach
Ashish Sharma, AMU, Aligarh
Dr. M. Khalid Azam, AMU, Aligarh
Dr. Prashant Gupta, IIM Trichy

The focus of behavioural finance has been on irrational behaviour of investors and this has
been known since ages that decisions or individuals are affected by biases and errors. This
happens because behaviour of people is not fully rational. Till now there has not been any focus
on examining decision making of managers through behavioural finance. This paper helps in
addressing objectives to find out whether finance managers of SMEs in Delhi NCR have
behavioural bias and measure how does these biases affect decision making of finance
managers. With a sample of 414 Delhi NCR based SMEs, study was conducted to find out the
effect of behavioural biases on working capital management practices (WCM) by using survey
methodology. The results have proven that managers are affected by behavioural biases
primarily including overconfidence, loss aversion and self-attribution except anchoring.
Difference in the working capital practices were found amongst SME managers in terms of
behavioural biases. This paper argues that overconfidence, loss aversion and self-attribution
bias affects practices of working capital management which ultimately affects financial
performance of the SMEs.
 Track Name PT-7 Track Date 18.11.2022/16.15 to
17.45
Track Chair Danish Nasir

The impediments of Sexual Harassment to improving Diversity

Suma Poduval, SBPIM, Pune
Hemant Wanjare, Sandip Institute of Technology and Reseach Centre

Diversity at work opens up new perspectives and ideas, which improves the performance of
the business as a whole. Therefore, HR experts everywhere do everything possible to improvise
on organizational diversity. So much so it has become part and parcel of the HR strategies and
performance evaluation. This has progressed from just being the HR leader's targets to
becoming the organizations long- and short-term strategic goals. The benefits to the firm of
increasing workplace diversity are numerous. Numerous studies conducted over the past ten
years have demonstrated that it unmistakably boosts the bottom line. Sexual harassment at
work place is one of the most teething issues at the workplace which hinders organizational
diversity and therefore its development.
Martin J. Conyon and Lerong He in their ground breaking research found a positive
relationship between women on boards and organizational performance they used Tobin’s Q
and ROA for examining financial data on over 3,000 US firms from 2007 to 2014, Similarly
Letian Zhang in his research titled “An Institutional Approach to Gender Diversity and Firm
Performance, “concluded that When countries and industries embrace gender diversity, gender-
diverse organizations in those contexts are more likely to experience higher market valuation
and revenue.
MSCI in its international study promulgated that companies with gender-diverse boards were
more likely to have superior talent management practices.it was also observed that.
Additionally, companies with three or more women on their boards and leading talent
management practices produced higher ROE and experienced increased employee productivity
which was 1.2 percentage points above industry medians on the other hand organizations with
one or zero women on their boards and lagging talent management practices trailed 1.2
percentage points behind industry medians in employee productivity. The author of this
research has focused on the perils of sexual harassment and its impact on diversity at work.

Factors Impacting the Employment of Persons With Disabilities: Comprehensive

Review
Farida Ali, Gautam Buddha University
Dr. Neeti Rana, Gautam Buddha University

Despite efforts by worldwide and local businesses to improve regard for differently-abled
personnel, integrating impaired individuals remains an issue that all organizations may
encounter. This big group has been ignored for far too long, resulting in a significant
disadvantage regarding office productivity hours and worker employability. Because they are
unaware of how to approach someone differently, most people are unsure how to interact with
those who are different. Capable employees are suddenly in high demand. Outside of their
expertise, the individual confronts minimal problems compared to their capacity. The broader
term "capacity" dispels preconceptions and biases regarding a person's talents. Capable people
can have the outstanding mental ability and be exceptionally successful members of specialized
professions.
This literature review aims to study factors that impact inclusiveness and diversity by hiring
people with disabilities and to identify the challenges of the recruitment of individuals with
disabilities, a comprehensive review of the literature was carried out. This comprehensive
review indicates that when paired with other aspects of diversity, disability poses particular
difficulties that call for a distinct administrative approach from other problems. It paves the
way for businesses to adopt workplace inclusion as a crucial and game-changing
transformation strategy by enabling people with disabilities to participate fully in the
workforce. It only accounts for a small portion of the observed change and relationship
enhancement.

An Empirical Study on Employee Engagement in Super Markets in Maharashtra

Prabhakar Krishnaji Patil, Reliance Retail
Dr.Srinivasan R Iyengar, JBIMS
Dr. Kasturi R Naik, NMIMS

Purpose: To study the relationship of employees’ satisfaction with engagement and enrichment
variables in Mumbai, Palghar, Thane area malls, stores and super markets.
Design/methodology/approach: For the purpose of this paper, 15 questions were asked to
employees of Malls, bigger departmental stores and small stores from various cities. Due to
Corona pandemic, respondents were approached with google form with snowball sampling
technique. 518 responded with complete form. Data was subjected to multiple regression
technique with satisfaction from store as dependent variable and 14 variables of employee
engagement and enrichment as independent variables.
Findings: Employee engagement is primarily a motivational concept which represents the
active allocation of personal resources toward employees’ tasks related to their work roles. It
is observed that employees are enthusiastic to work, go to office and remain immersed with
their work and it gives them satisfaction. Companies provide them opportunity to lean and get
enriched with variety and opportunities and this gives them satisfaction. But they feel stagnated
at work and don’t feel like working.

Why Systemic Coaching can be a great tool in the CEO’s arsenal to build
Organisational Resilience?
Rupinder Kaur, Institute of Inclusive Leadership Coaching

Organizational Resilience has evoked great interest especially in the wake of recent pandemic,
which has escalated the need for organizations to be resilient. There is an imminent need to
develop and scale Organizational resilience which helps prepare organizations to not only
revive quickly from a crisis albeit also rewire for future success. Although there has been acute
academic interest on this topic, there is little agreement on what constitutes Resilience. Since
resilience is a multimodal construct, there are numerous approaches that have been proposed
to work in a hierarchical manner rom individual , team and organisational resilience. A seminal
study was done in this context where increase in individual resilience was reported as an
outcome of contextualised coaching programmes (Grant, Gutayne& Buntom, 2009). However,
in the wake of current crisis, which has transformed the ways of not only working but how we
live life, calls for employing nove approaches to build org resilience. The incrasing use of
executive and team coaching as a systemic tool to develop organizational resilience has been
largely unexplored. The primary objective of this research paper is to analyze and evaluate
organizational resilience as a multimodal construct, decompose into its individual components,
examine the antecedents and drivers of resilience, identify the stages of resilience that an
organization goes through and how coaching as a developmental intervention can become a
sustainable mechanism for developing Organizational Resilience. A conceptual model is
proposed to use coaching in an organizational context which can help build resilience.

Reskill and reinvent: The new talent mantra

Mohan Srinivasan, Dayananda Sagar University, SCMS PG

Reskilling the workforce is important for the organization so that they are productive and
competitive and can contribute to the growth. Based on my experience in Information
Technology (IT) for more than three decades as senior manager, IT talent will be looked at for
this research. The purpose of this research is to look at how talent is reskilling or reinventing
themselves to survive in industry and avoid being obsolete. Workforce learning new set of
learning skills to perform a different job is reskilling. We have seen in India’s Information
Technology Industry that technology landscape is changing at a fast pace. As per NASSCOM,
reskilling in India needs to be at war footing even though 200,000 employees were reskilled
this year. Although the tech industry’s digital talent is growing as much as five times faster
than core tech talent accounting for about 30-32% of total tech talent. Even after the reskilling
initiatives, the demand supply gap for digital talent is still expected to increase by three times
by 2026. In absolute numbers, there would be a shortage of about 1.4 to 1.8 million skilled
talent in the market.
This paper will throw light on the need to reskill and reinvent to wade through the new
technologies that will remain a constant in the IT industry. This paper will trace the evolution
of IT industry to its present and future state complemented by the talent that survived and
steered the changes by acquisition of new skills.
 Track Name OBHR-13 Track Date 18.11.2022/ 17.45 to
19.15
Track Chair Dr. Nalanda Roy

A Scientometric Mapping of research in the field of Feedback and Leadership

Arun Kumar P, National Institute of Technology, Tiruchirappalli
Dr. Lavanya V. National Institute of Technology, Tiruchirappalli

Introduction: Performance Management (PM) covers a wide range of approaches to manage

the performance of an employee. Through PM we can connect the activities of managing
individual groups to wider organizational objectives. A recent article by Forbes, titled “Top
Three Trends in Performance Management, 2022” suggests that continuous feedback will be a
central aspect of performance management. However, Mercer’s 2019 Global Performance
Management Survey found a considerable scope for improvement in utilizing employee
performance management systems to boost business performance. Only 2% of the firms believe
their current performance management system provides excellent value, according to the
comments Mercer gathered from 1,154 HR Leaders.
Leadership is required to inspire and drive people, to turn grouping of people into teams, and
to present a vision for the organization's overall strategic direction. If communication is the
foundation of effective leadership, then leadership is unquestionably a crucial factor in
organisational effectiveness. Every facet of effective leadership is characterised by
communication. Performance feedback is an important way to communicate with employees
because it tells them how they are doing and what they need to work on (Hsieh & Huang,
2018). The communication of desired performance to the workforce remains a challenging
problem for managers, despite sophisticated performance management technologies. Hence
leadership has an impact on the way in which feedback is communicated.
The authors have uncovered and examined several aspects of ‘feedback and leadership’
because the field of study is expanding quickly and is well-researched. It is more difficult to
find trends in this field of research since there is a lack of awareness of its diversity and
organisation. Our study finds the most relevant authors, theoretical foundations, and previously
explored themes, allowing us to explore fresh paths and perspectives of future research.
Additionally, our work provides a foundation for meta-analysis and a quantitatively supported
beginning point for a literature review in subsequent studies that address the research arena.
The present study proposes the following research questions with due focus on our core
objectives:
RQ1: How has the field of feedback and leadership evolved?
RQ2: In the field of feedback and leadership research, which country, journals, and author’s
work are most impactful?
RQ3: What are the future research areas in feedback and leadership research?
Methodology: We collected data from Scopus. We started with the search query, “feedback”
AND “leadership”, and the top 10 most cited publications were downloaded. After a thorough
reading of the most cited papers, we understood that the keywords used in the articles are
‘feedback’ and ‘leadership’ only. Hence, we collected the data using the same search string
and collected 886 documents (excluding non-English articles) in the Business, Management
and Accounting domain.
We used R- based Biblioshiny and Visualisation of Similarities Viewer (VOSviewer) to
perform Performance Analysis (Annual Publication Trend, Most Cited Articles, Relevant
Sources and Authors) and Scientific Mapping (Co-word Analysis), respectively.
Results and Discussion:
Annual Scientific Production: The upward trending graph (Fig 1) indicates that researchers
have shown a growing interest to link feedback with leadership. From 1975 to 1995, the field
was growing at a lower pace, but after 1995 there is surge in research related to feedback and
leadership arena. The highest number of publications were in the years 2017 and 2020 (n=64).
In the year 2022 (till 02 September), the number of publications were 51.
Most Relevant Sources: Top 10 journals, indicates that Leadership Quarterly published 26
papers in the field of feedback and leadership followed Leadership and Organization
Development Journal (n=23).
Most Relevant Authors: Day DV is the most cited author with 1531 citations followed by
Atwater LE with 1067 citations.
Most Cited Articles: The article titled ‘Leadership development: A review in context’ is the
most cited journal in feedback and leadership research, which was authored by Day DV. This
review paper analysed the development of leadership in different contextual ways such as
analysing the difference between leader development and leadership development and
summarizing research that can contribute to the field of leadership development (Day, 2000).
The second most cited paper was by Day et al. (2014). They discussed theoretical and empirical
literature on leader and leadership development over 25 years, majorly focusing on the journal
‘Leadership Quarterly’.
Co-word Analysis: Through Keyword co-occurrence analysis, we can understand the major
themes of the research. The Figure reveals that leadership, leadership development, feedback,
transformational leadership, 360-degree feedback and communication are the major keywords
used by the authors in research related to feedback and leadership.
Co-word overlay visualization indicates the trend of research in recent years. Fig 3 points out
that clinical leadership, medical leadership, Covid-19, improvement, change, and professional
development are the keywords under research from 2020 onwards.
Conclusion: This study demonstrates that ‘feedback and leadership’ is a well-established yet
challenging topic. The research shows upward moving trend from 1975 to 2021. Clinical
leadership, medical leadership, Covid-19, improvement, change, and professional development
are the emerging topics in the research. The prominent authors in the area are Day, Atwater,
and Sturm. Leadership Quarterly, Leadership and Organization Development Journal and
Journal of Management Development are the prominent journals in the current area of research.

Creating an Ideal workplace- Role of Workplace Spirituality & Emotional intelligence

Dr. Vaishali Rahate, Datta Meghe Institute of Management Studies
Dr. Parvin Shaikh, JD college of Engineering & management

Purpose: Faculty members in any higher educational institutions are the key assets of the
society as they play the key role of shaping the youth. In the recent years, with the advent of
technology and various accreditation norms, the role of faculty members has become more
diverse and multifaceted. The faculty member passes through various emotional stages in this
dynamic environment which affects his/her productivity and satisfaction. This study aims to
investigate the role of workplace spirituality and Emotional intelligence in elevating the
Organisational citizenship behaviour of the faculty members of Higher educational institutions
in Nagpur city.
Design/methodology: The data was collected using purposive sampling technique from the
faculty members (N=63) at various HEI’s in Nagpur city (14 Management Institutions). The
variables Workplace Spirituality, Emotional Intelligence and Organisational Citizenship
behaviour were measured using standard instruments. The data was analysed using SPSS ver
23.0 through various statistical tools such as Corelation, Regression and mediation analysis.
Findings: The findings revealed that there exists a positive association between workplace
spirituality and Organisational Citizenship behaviour. Moreover, mediation analysis indicated
that Emotional intelligence has an impact on employee’s workplace spirituality of the faculty
members.
Originality/Value: This research provides the findings which can be used by the Higher
Educational institutes to improve the productivity of the faculty members.

Impact of Green human resource management practices on the environmental

sustainability of an organization
Muskan Saini, Malaviya National Institute of Technology Jaipur
Dr. Priyanka Sihag, Malaviya National Institute of Technology Jaipur

The purpose of this paper is to explore the impact of green human resource management
(GHRM) practices on the environmental sustainability of an organization. Green Human
Resource Management practices and sustainability are popular subjects in the area of human
resource management (HRM).
Massive popularity has been garnered over sustainability and being green, but the concept still
seems unclear to business executives, governments, consumers, and management scholars,
they continue to ask questions about its meaning and history, as well as what it entails and
implies for theory and practice. However, a thorough analysis of the contribution of green
HRM on environmental sustainability has scarcely been done in the area.
Thus, the aim of this study is to do a detailed and focused systematic review of the Impact of
GHRM practices on the environmental sustainability of the organization.
The detailed and focused review provides a roadmap to stimulate the development of the
GHRM field and sustainability for scholars and practicing managers.

Post Covid-19 Condition: Job Stress and Psychological Well-Being Among Information
Technology Professionals
Sreedisha A K, SRMIST KATTANKULATHUR CHENNAI
Celina A, SRMIST KATTANKULATHUR CHENNAI

Psychological well-being is gaining the most popularity in the present scenario where
Information Technology employees seek mental well-being and the capability to face day-to-
day job stress. The covid-19 evolution has compelled the adoption of work-from-home for the
majority of employees during the early phases of the pandemic and thereafter upon return to
work from the office. Office workers may experience high stress due to these frequent sudden
adjustment demands at work, which may impact their psychological well-being and quality of
life. This study investigates the job stress of Information Technology professionals during
work from home and the late phases of the pandemic and the impact of job stress on the
psychological well-being of Information Technology professionals due to sudden changes in
work demands during the late phases of the pandemic. The study is descriptive and a sample
of 100 Information Technology professionals from Bangalore Urban district are considered for
the study through a questionnaire method. Job stress is negatively associated with personal
growth, environmental mastery, positive relations with others, autonomy, and self-acceptance
of psychological well-being. The paired sample T-Test result reveals that there is a difference
in job stress of Information Technology professionals during work-from-home and office
phases. The results could be used to guide the promotion of psychological well-being among
employees in the latter stages of the epidemic, given the increased concerns about it in the
Information Technology sector. This study has implications for employers, who should seek to
foster a work environment and culture that reduces job stress and acts as a motivating factor
for employees' psychological well-being.
 Track Name OBHR-14 Track Date 18.11.2022/ 17.45 to
19.15
Track Chair Dr. Deepmala Baghel

A Perspective around Confidence - The relational connect of Soft Skill Programs and
Students' Employability
Nidhi Sharma, Deepak Chhabra and Disha Garg,Rukmini Devi Institute of Advanced
Studies,India

Purpose: To build a perspective around understanding Confidence in regard to a graduates’

industry readiness and to ascertain the approaches to skill acquisition in HEI in context of the
widening employability gap.

The 3Hs of social entrepreneurial leader: Head, Heart and Happiness of the society
Khushboo Vachhani Talati and Dr. Krishna Parmar,Gujarat Technological University,India

In the past decade, social entrepreneurship literature has unveiled the assumptions typically
made about them. Recently, social entrepreneurship is being recognized as the ladder towards
sustainable development. What still remains under-explored is the clear definition of what
constitutes a social entrepreneurial venture. The literature defines that social entrepreneurial
leaders are those who undertake activities with the goal of creating social value. The question
now lies in identifying the differences in the business model and their earning model bearing
the head and heart game currently. Taking an example from the city of Ahmedabad, we
elaborate on a journey of a social entrepreneurial leader from heart to head to both. However,
as the saying goes “with great power comes great responsibility” the undisclosed problems
faced by this leader have been addressed. In this paper, the author emphasizes a better
understanding of the ecosystem required for social entrepreneurship and social entrepreneurial
leader.

The Holy Trinity of Leadership: Head, Heart, Hand

Margaret Sonia Loyola, Loyola Institute of Business Administration,India

It is time we radically rethink and reconceptualize leadership in the BANI world. Changing
paradigms need new perspectives on leadership which implies that leaders are technically
sophisticated yet lack sufficient emotional maturity: To fulfil their full potential, leaders must
turn within and develop insight of their inner selves. The character of a leader should be
embodied by his thoughts, feelings and expression which emanate from the head, heart and
hand respectively. In order to overcome the complexity and nonlinearity of the corporate world,
the leader must make a concerted effort to logically influence his/her people’s rational and
intellectual capabilities; emotionally appeal with his/her proteges sharing values and goals; and
lure his/her people through cooperative and collaborative appeals. This synchronization of 3H
model not only facilitates a better working environment for the leader and for the proteges to
grow personally, professionally and socially but will effectively enhance the performance and
profit of the organization. This theoretical paper draws its content from various philosophical
thoughts, framework and models to provide insights on how to build a sustainable partnership
and lead future business encompassing talent, technology and transformation. We discuss the
implications the study will have on the volatile yet brittle world.
 Performativity of Organizational Memory during Leadership Change
Kirti Rajhans and Arpita Mathur,NICMAR University, Pune,India

Organizational memory is discursively shaped by the direct experiences of all the stakeholders,
media discourses about the organization as well as the individual perceptions of the
stakeholders involved. The leaders are a prominent stakeholder in the process of creation and
invocation of organizational memory. This paper explores the performative role of
organizational memory in coping with organizational change, with special reference to
leadership change. We choose employees working in construction project management
portfolio. Construction industry in India is known to revel in the legacy of its past and
organizational memory plays an important role in shaping up its present and future course. We
use qualitative methods for data collection and analysis from employees of a construction
project in India, who have encountered a change in leadership during the course of their
employment in the company. The analysis of the data throws light on performativity of
organizational memory in employees’ perception and coping with the organizational change
ensued by new leadership. The findings of the study reveal that employees naturally engage in
constant comparison between the old and the new ways of leadership and policy changes.
Glorifying the past and reveling in the memories of the previous leadership style contributed
to resistance to change. Memory of the previous leader also led to dissatisfaction with the
present leader and a general lack of trust in the new leader. This study highlights the importance
of performativity of organizational memory in construction project management, in the context
of coping up with leadership change.

Masculine Stereotyping and the Glass Ceiling for Women Leaders

Arpita Mathur and Kirti Rajhans,NICMAR University, Pune,India

Women, the fifty percent population of the world, are a potential workforce for economic and
socio-cultural development of most of the countries. Yet, in spite of a lot of talks of diversity
and inclusivity, women managers across globe, including developed countries, have to face the
critical challenge of glass ceiling. This study begins with identifying masculine and feminine
stereotypes rooted in social memory. Further, this study analyses the stereotypical adjectives
used in public media describing the women leaders who have actually been able to shatter the
glass ceiling. The study is done through an extensive review of literature followed by a detailed
content analysis of public media communications or reports related to women leaders. The
study finds different types of adjectives being commonly used for men and women in general,
which can be classified as masculine and feminine adjectives. Upon analyzing the adjectives
used for successful women leaders, it is found that they are being addressed by stereotypical
masculine adjectives more often than women non-leaders. Such use of masculine stereotypes
to describe successful women leaders contributes to negating the feminine in these women, and
celebrating only their masculine side. This reveals an epistemic violence happening against not
the successful women but the feminine in the successful women, through public media. Hence
this study explores the way this masculine stereotyping of the female successful leaders may
eventually lead to aggravating the glass ceiling issue in organizations.

Comforting Prospect: Impact of Psychological Contract On The Voice Behavior, Job

Empowerment Of Women Police Officials In Chengalpattu District, Tamil Nadu.
Vaishnavi V, Dr. K.Santhana Lakshmi and Nandhini Swamy,SRM IST , KTR,India

Our research examines the relation between voice behavior and psychological contract
fulfilment and violations. The study supports encouraging the growth of good voice behavior
since it will help the company expand and progress in accordance with industry norms,
particularly in the next hi-tech era. In this digital age, it is challenging for firms to compete and
survive if the knowledge workers do not exhibit positive voice behavior. Thus, this work
examines the impact of psychological contract directly on the empowering leadership of
women police officials in Chennai District. For the model's evaluation and validation, a cross-
sectional survey was undertaken. Using a single self-reported questionnaire, data were gathered
from 48 women police officials from various rank of non-gazette category. Results reveal a
robust and favorable association between psychological contract fulfilment and voice-
promotional activity which helps in employee empowerment and leadership enhancement skill.
 Track Name MARK-8 Track Date 18.11.2022/ 17.45 to
19.15
Track Chair E B Khedkar

Does Sustainable consumption offer Happiness among Consumers? A systematic

literature review approach
Riya Gandotra, Central University of Jammu
Dr. Neelika Arora, Central University of Jammu
Dr. Neeraj Dhiman, National Institute of Technology, Hamirpur

Consumer happiness and sustainable consumption is considered as an emergent area of

research for advertisers, organizations and scholars too. A happy consumer is a satisfied
consumer of a company that generates revenue. With increasing competition, need for studying
consumer happiness is becoming relevant for researchers and academicians. However the
concept of consumer happiness has seen a surge amongst scholars in the context of sustainable
consumption. So far, research on the connection between consumer happiness and sustainable
consumption is dispersed across varied streams and lacks integration. Therefore, the present
study conducts systematic review. The aim of the present study is to identify the emerging
themes in this area. Keeping in view sustainability issues into consideration, this study has
identified key antecedents, mediators, and moderators. By presenting evidence on the
significance of customers' sustainable behavior to their happiness, the study makes major
theoretical and practical contributions to encourage responsible consumption among
consumers. The present study has concluded that research on consumer happiness and
sustainable consumption has so far greatly expanded the understanding and increased
awareness among scholars. However, there is no systematic literature review conducted on the
said area. Therefore, based on the outcomes of present study, we have suggested several topics
and research areas pertaining to consumer happiness that will significantly broaden the horizon
of consumer happiness and sustainable consumption in near future and give marketers
additional options for creating experiences for customers.

Enhancing Customer Experience-The Artificial Intelligence Way

Dr. Amrita Baid More, Prestige Institute of Management and Research, Indore

Customers are the lifeblood of every business, and finding and keeping new customers is the
biggest difficulty for any established company. Improving the customer experience is one of
the numerous approaches to lower the churn rate and boost client retention. As companies
expand, so does the number of their customers.

Since every consumer is unique and requires a particular set of incentives to interact with the
company, we must comprehend them all separately. Artificial intelligence systems may bridge
the gap between a company and a customer, generating vast amounts of data that can lead to a
deeper understanding of the customer's preferences. It is important to comprehend these
artificial intelligence capabilities, how they may help firms keep customers, and how they can
support improved customer engagement. But this important scientific field receives little
attention in academic studies.
Therefore, this study aims to close this gap by offering a conceptual framework for
comprehending how tools for artificial intelligence might improve customer experience. The
method of a narrative literature review has been used to conceptualise the model. The study
has implications for practitioners who create and develop AI tools to improve customer
experience, managers who plan their companies' information technology strategies, academics
who explore new technologies in the marketing domain, and society at large because it will
help to enhance customer experience and increase customer satisfaction.

Exploratory Study on consumers purchase intention of organic food for Engaging

Existing and Potential customers
Pritam Lanjewar, Datta Meghe Institute of mgmt studies, Nagpur
Dr. Sujit Metre, S.B. CITY BINZANI, COLLEGE

The concept of Organic food is not new, it has been in the existence for a very long time, even
for that matter many researchers have rightly claimed that the organic food has been the integral
part of our life. In the last eight to ten years the importance of organic food and its utility is
gaining the momentum, as awareness towards organic food has increased immensely especially
in tier-01 city, and slowly in tier -02 cities. The notion behind this study is to identify various
factors that serves as a influencer for igniting purchase intention of organic foods. Focal point
of Research is to evaluate nexus between purchase intention and purchase attributes such as
Availability, Price Premium, Trust Factors, Relative Utility Factor & Social media influence.
A close ended questionnaire was created and subsequently distributed among consumers
among 320, out of which 284 responses were positively collected. The data were tested with
Exploratory factors analysis by utilizing SPSS-25. The result reveal that all the considered
attributes such as Availability, Price Premium, Trust Factors, Relative Utility Factor & Social
media influence had a significant impact in igniting purchase intention for organic food.

Factors Influencing the Consumer Perception and Intention towards Over the top
(OTT) Platforms: A Literature Review
Amitabh Avinash, Central University of Jharkhand

Prof. (Dr.) Bhagwan Singh, Central University of JharkhandIn this digital era, Consumer
perception is also changing and going towards digitization. Today people want that everything
happening in the world is to be in their grasp. In recent years, OTT (Over the Top) is one such
digital platform that attracts the consumer towards it and people prefer it more than other
entertainment Instruments. In the last few years Over the Top (OTT) Platform is gaining a lot
of popularity in India and abroad. Netflix, Amazon, Disney+Hotstar, Hulu, and Jio are
significant players in OTT platforms. According to a recent report, the Indian OTT market is
expecting $5 Billion customers by the year 2023. The basic purpose of this study is to know
about the consumer perception towards the OTT platforms and how their perception affects
both willingness to promote OTT platforms among people and willingness to remain a user of
OTT platforms. The present Review hereby is an attempt to analyze the Perception of
consumers towards OTT platforms. The study further tries to identify the factors influencing
Consumer perception towards OTT platforms. The factors included content, price, convenience
(perceived ease of use), perceived usefulness, perceived enjoyment, perceived value, culture
inclusion, and binge-watching which leads to the consumer perception and intention towards
OTT platforms.
Faith before Feast - Postulates to Purchase Intention for Halal-certified Food Products
Nidhi Sharma, Rukmini Devi Institute of Advanced Studies
Manoj Kumar Mishra, GITAM Institute of Management

Purpose: To build a perspective around understanding the factors influencing purchase

intention for halal products.
Methodology: Muslims adults residing in the Delhi/NCR are chosen as the sample for this
study. Data has been collected from 483 respondents who were targeted as respondents using
a purposively quota sampling as suggested by Sekaran (2006).
Findings: The result of the study has found that Halal Awareness, Religiosity, Halal
Certification, Health Reasons, halal literacy and halal trust has a significant impact on purchase
intention of halal products.
Research Limitations: This study has collected data through purposively quota sampling
method, a non-probability sampling method, further studies can adapt other sampling design.
It is exploratory in nature and due to limited resources and time constraints, the sample size
was quite small. Thus, the results of the study would show some instability of measures and
may introduce some biases.
Originality: This study examines the intention of Muslim consumers toward Halal food
products and contributes significantly to the existing body of knowledge by exploring the
significant but previously neglected dimensions related to Halal food buying intent

Green Magnetism: An Experimental Investigation of Consumers' Reaction to Green

Claim Strategies
Sridevi Gopakumar, Loyola Institute of Business Administration
Dr. Madhava Priya Dananjayan, Loyola Institute of Business Administration

In India's metropolitan regions, there is a growing demand for natural or organic products,
particularly in the fast-moving consumer goods industry, with soaps accounting for the lion's
share of the FMCG market. With a slew of green promises, assertions on these soap package's
front allow marketers to communicate with consumers shortly before they make a purchase.
How consumers assess these package claims is a key problem for businesses since consumers
typically depend on package claims for information, which may influence their judgments and
decisions. This investigation explores the influence of different green claims on customers'
perceptions of product quality, trustworthiness, green scepticism, willingness to spend, and
intention to purchase organic soap products. Data from the experiment was obtained from a
hundred and thirty-six online respondents who were randomly assigned to any one of the four
experimental conditions. After examining the product label, respondents indicated on a five-
point Likert scale regarding their evaluation. Multivariate analysis of variance (MANOVA)
was chosen as the preferred approach for analysing the obtained data. The article discusses the
implications of numerous different explanations of the findings.
 Track Name STRAT-7 Track Date 18.11.2022/ 17.45 to
19.15
Track Chair - Luci Abrahams

A Role of Sustainable CSR Policy of SECL on Rural Livelihood in Anuppur region

Jyotsna Dwivedi, Riya Gupta and Prof. Shailendra Singh Bhadouria

This paper aims to intercept the impact of the sustainable CSR policy of SECL on the rural
livelihood of the Anuppur (M.P). A multiple regression method was used to analyze the impact
of sustainable CSR policy on rural livelihood using the sustainable livelihood framework
(DFID, 1999). For the study, both primary and secondary data were used; a structured
questionnaire was used to collect the 260 surveyed data for the research. The purposive
convivence sampling method was used to collect the samples from the villages near the coal
mines up to 10 km and villages beyond 10 km. The result shows both the positive and negative
impact of sustainable CSR policy on the livelihood of the locals. The villagers residing in the
nearby areas of the coal mines were somewhat aware of the CSR activities of the SECL and
not satisfied with the services provided under CSR policy. The study suggests that coal mines
can promote sustainable livelihoods if policy, norms and procedures ensure the mining
activities must be carried out in an environmentally and socially acceptable manner.
Government intervention is necessary to ensure that the benefits be realized by the local
villagers from the CSR activities of the SECL.

Impact of Materiality on ESG Performance: A Literature Review of Recent

Publications
Digantika Ghosh and Shruti Sharma Rana

Environmental, social and governance (ESG) performance have gained momentum in the
recent decade. ESG data of an organization helps in investment decision making that
encompasses integrates non-financial or sustainability performance on ethics, environment,
and social aspects of the organization into conventional investment decision. Earlier,
Sustainability Reports have been critiqued because the quality and reliability of the data and
information shared. Even the reports that have received assurance are no exception. Materiality
can be an important aspect that affects the balance, relevance, and completeness of the non-
financial reports or ESG reports. Since, Materiality is central to ESG investing, ESG factors
impact the operational and financial performance of companies. While investors are looking
for ESG Rating, Asset Management companies are integrating ESG filters, into bond as well
as fund management business. Literature suggests that companies’ investments in sustainable
practices leads to financial outperformance. However, it’s important to understand if only
investments in sustainability issues that are financially material to the firms leads to
profitability or conventional disclosures are enough. Also, it is equally important to understand
how matters that not financially material affect the informativeness of ESG scores and ratings.
This study with focus on systematic literature review to understand the impact of actual
standard ESG disclosures viz-a-viz materiality driven ESG disclosures by Companies, thereby
helping companies with a perspective to improve on their ESG claims and therefore, ratings
and stakeholders’ engagements. This study will also help investors in decision making for
improved portfolio distribution and decreased investment risks.
 Effective Use of Active Learning Tools in Adult Education and Training
Digvijay Patil, Krishnaji Patil and Shrikant Karanjkar

This research paper is mainly focus on effective application of active learning techniques in
adult education and training practices in an organization. In organization training and
development is inevitable part of HR practices. improve the performance of employee various
trainings are organized by the organization with internal expert or third party trainer but
effectiveness of the training program is ignored in adult training and development as we know
the principles of adult training and development like Adults are autonomous and self-directed
, Adults bring knowledge and experience in each learning activities , Adults are motivated by
intrinsic and extrinsic factors , Adults have different learning style, we are going to suggest a
change in practices to make it more adult learning oriented and trying to find out effectiveness
of current activities with different methods.
We have conducted the study more from available data of innovative practices used by
Department of Management Studies RIT, Rajaramnagar and study the end result of this
activities in adult training and development. Which will help organization to refer and plan the
activities by considering adult principle for training and development.
In organization training and development is inevitable part of HR practices. improve the
performance of employee various trainings are organized by the organization with internal
expert or third party trainer but effectiveness of the training program is ignored in adult training
and development as we know the principles of adult training and development like Adults are
autonomous and self-directed ,Adults bring knowledge and experience in each learning
activities ,Adults need learning to be relevant and practical ,Adults are goal oriented Adults are
problem oriented and want to apply what they have learned ,Adults are motivated by intrinsic
and extrinsic factors ,Adults are pressed for time ,Adults have different learning style
Considering mentioned features we are going to check the effectiveness of practices used in
our institute and we are going to suggest a change in practices to make it more adult learning
oriented and trying to find out effectiveness of current activities with different methods.

Analyzing the Impact of High Speed Rail in India

Anish Gharat, Snehee Chheda, Atharva Nilawar and Mahendra Parihar

The demand for a faster mode of travel is increasing rapidly in India. High Speed Rail is faster
than traditional rail and handles speeds over 250 kmph. Throughout the world, a lot of
economic growth has been observed post the introduction of the HSR. This project requires
large investment and must be financially viable for the country. In the long term, the project
will have multiple socio-economic benefits. A project of such scale, comes with challenges as
well as advantages. Lot of factors such as employment and trade will get a boost due to the
increase in accessibility. The methodology adopted for this study includes use of secondary
data and information from various sources. Analysis on the data done using visualization
softwares was used to test the hypothesis. The findings indicate that the HSR project
significantly impacts economic factors such as employment, land prices, etc. Costs and speeds
of other countries’ HSRs and the effect of less traveling time on the economy was observed. A
project of this scale requires a lot of coordination with respect to planning and execution. Thus,
our study recommends that if the Government of India executes such kinds of projects with
due care keeping in mind long term impacts via feasibility of the project with all required
measures, this would help or contribute more in growth of the economy through effective and
efficient movement of passengers and other things
An Empirical Investigation into Investment in Road Transport Infrastructure in India
Since Last 5 Decades.
Akshaya S, Khemal Desai and Mahendra Parihar

India is emerging as one of the fastest growing economies. This results in a rising demand for
high quality network to generate more opportunities for the advancement of the nation. Hence
there is a crucial need for the development of road infrastructure and funding for the same.
Over the years the road development has not flourished at the same pace as its demand. It has
also been observed the private sector engagement in the investments of such projects is
considerably low. This study aims to analyze the trends in investment of road infrastructures,
the sources of income for these investments, the government allocation and expenditure, effect
on the economy due to rising investments and involvement of public and private investors. The
methodologies employed includes the use secondary data, graphical analysis to analyze the
trends, regression model to understand the effect of investments on economy, case studies to
analyze the impediments faced by the private sector. The findings of this study highlight the
reasons for the slow development of the road infrastructure; the positive impact of investments
on the GDP and economic growth, the changing expenditure and sources of income owing to
the pandemic and emerging electronic vehicles; lack of financial funding, environmental and
non-environmental clearances acting as restrains for the larger participation of private
enterprises. Our recommendations include bringing more stricter regulations to curb
corruption, developing more efficient optimization and utilization of resources. In addition, we
also suggest short term bonds with private sectors for different stages of the project along with
issuing IPO’s and stocks to receive more capital to encourage public investments.

Ethos of knowledge creation culture in manifestation of knowledge reinforcement

Aatika Bi and Pratima Verma

Knowledge is a universal phenomenon which is recognized as fundamental resource which

allows people to function intelligently and firms to operate successfully in modern era.
Employees from every occupation possess subjective and objective knowledge put together
formulates a novel knowledge. Organisations face intricacy in introducing new knowledge to
achieve the pleasure of successful workplace and managing the knowledge of the knowledge
workers is the biggest challenge in this new era.
The aim of the study is to address the key dilemma of organisations in strengthening the
knowledge creation culture in manifestation of knowledge reinforcement. We developed a
theoretical notion based on the literature in the arena of knowledge management to aid the
organisations in formulating a better perspective on knowledge creation supremacy.
Exclusively screening of knowledge creation by employees is the imperative aspect for
organisations to leverage, enhance and sustain knowledge reinforcement and this viewpoint is
away in many theories of the learning organization.
The conceptual model concentrates on the supremacy of knowledge creation rejuvenating the
other elements of knowledge management. We further develop the model to study the affect of
organizations' absorptive capacity as the key moderator which strengthens the relationship
between the elements of knowledge management and knowledge reinforcement.
The future scope of the study entails organisations to shape the culture of knowledge
management with a constructive notion that knowledge reinforcement reforms the spiral of
knowledge management elements.
 Track name FIN-7 Track date 18.11.2022/ 17.45 to
19.15

Track chair Ankita Dash

Operational Framework of Credit Resilience Score in India

Chetana Asbe, ATLAS SkillTech University
Vishwanath Ramani, Internal Control Professional

The economic growth of a nation is heavily dependent on its credit growth, which, in-turn,
would be determined by several micro-and-macro economic variables. The COVID-19
pandemic had an adverse impact on India’s macro-economic indicators such as credit deployed,
unemployment rate, and the annual GDP growth rate, among others. Even thirty months after
the pandemic started, the uncertainty with regards to growth and price stability continues to
prevail in the Indian economy. In such a scenario, a tool that addresses economic volatility and
attempts to mitigate credit risk would ease the decision-making process of lenders.
Credit rating for companies and credit scores for individuals help lenders in determining the
credit worthiness of borrowers. However, these tools do not evaluate borrower behaviour, in
times of financial adversity. A ‘Credit Resilience Score’ attempts to address this gap by
supplementing the existing credit appraisal tools, thereby helping lenders evaluate the credit
worthiness of borrowers, more holistically. This would eventually help improve asset quality
for lenders and ensure uninterrupted credit flow during good times and bad.
Once adopted, lenders, borrowers and the entire financial sector will stand more resilient
against future downturns and economic challenges. This study tries to explore the parameters
suggested in the conceptual framework of a ‘Credit Resilience Score’ and attempts to develop
an operational framework for it. The parameters of the operational framework will be broadly
categorised into- macroeconomic factors, rower-specific factors and credit-specific factors
with higher weightage being devoted to borrower-specific factors. The ‘Credit Resilience
Score’ will be a weighted average of the various factors and the credit decision will be jointly
based on the credit rating/score and the credit resilience score.

The Determinants of Indian Rupee Exchange Rate: An Empirical Analysis.

Manjinder Kaur, Guru Nanak Dev University College, Chungh, Tarn Taran.
Navpreet Kulaar, Guru Nanak Dev University, Amritsar.

This research paper investigates the effect of various macroeconomic variables on the real
effective exchange rate (REER) of Rupee using monthly time series data spanning over April
1996 to December 2020. Since, United States being the major trading partner of India, Indian
rupee real effective exchange rate in terms of US dollar has been preferred for this study. For
empirical testing, real effective exchange rate (REER) and independent macroeconomic
variables comprising of crude oil prices (OILP), inflation differentials between India and US
(INFD), interest differentials between India and US (INTD), trade openness (TO), terms of
trade (TOT) and the foreign exchange reserve (FOREX) held by Indian government have been
considered. First of all, the stationarity property of the selected variables has been checked
using ADF unit root test and its result shows that the order of integration of the series of
variables under consideration is a combination of I(0) and I(1) i.e., integrated at order zero and
integrated at first difference. Therefore, Autoregressive Distributed Lag (ARDL) bounds test
approach for cointegration which is developed by Pesaran et al. (2001) has been applied to test
the long-run and short-run relationship among the endogenous and the exogenous variables.
The results of ARDL bound testing co-integration approach, confirm the existence of long-run
relationship among the variables considered since the calculated F-statistics value is greater
than the upper bound value of 3.28 at the 5% level of significance. Hence, the null hypothesis
of no cointegration among the variables is clearly rejected. After that, long-run as well as short-
run ARDL models have been estimated. Long run ARDL approach based on AIC lag selection
criteria, ARDL model (2, 1, 1, 3, 0, 3, 4) with intercept and no trend has been selected. The
results of long-run ARDL reveal that oil prices, foreign exchange reserve, interest differentials,
inflation differentials and trade openness have a significant impact on the REER.
Oil prices have positive effect on real effective exchange rate while foreign exchange reserves
have expected negative effect in the long run. It implies that an increase in oil prices would
depreciate the value of Indian Rupee and vice-a-versa. Similarly, an increase in the foreign
exchange reserve leads to an increase in the availability and supply of foreign currency, as a
result of which domestic currency appreciates. The interest differentials between both countries
also have expected negative and significant sign which implies that if the domestic interest rate
is higher than the foreign country’s interest rate then the domestic currency will appreciate.
Similarly, inflation differentials between both the countries have expected positive and
significant impact meaning that the higher inflation in home country as compare to foreign
country has a depreciating impact upon the Rupee. Trade openness has negative but significant
effect on REER while terms of trade have insignificant in long run.

After estimating long-run ARDL model, short-run error correction model has been estimated.
Here the results of the error correction model indicate that the long-run equilibrium relationship
is restored by means of mutual adjustments among the drivers i.e., independent variables. The
adjustment coefficient as denoted by ECT (-1), i.e., Error Correction Term which brings out
the adjustment towards the long-run equilibrium is negative and significant as expected. The
ECM value is −0.1301 suggests that about 13% of disequilibrium in REER is corrected in the
current period. This implies that the speed of adjustment is quite low. Moreover, all residual
diagnostic tests have been conducted which confirms that the model does not suffer from
autocorrelation, residual heteroscedasticity and instability.
The findings of the study signal vital implications which should be given due consideration
while formulating economic policies especially those having a bearing upon rupee exchange
rate. The study highlights the reasons of rupee depreciation and appreciation which will aid in
the formulation of appropriate economic policies and decisions that will retain the Indian
rupee's exchange rate within its tolerance limits as well as reduce its volatility too. These
policies will help in the globalisation of the Indian economy without endangering the home
country's currency and macroeconomic stability. The government might use foreign exchange
reserves to maintain a stable exchange rate and to deal with the emerging emergencies in the
economy. If the Reserve bank has sufficient international reserves, then it can deal with
depreciation of its currency vis-a-vis a specific foreign currency.

A study of how Government is Expanding Financial Inclusion among Marginalized

Sections (BPL) of India using ICT.
Pradeep Kumar, Gautam Budhha University, Greater Noida UP
Prof. Shweta Anand, Gautam Buddha University, Greater Noida

Introduction India is a land of villages with 68% of the population living in about 6,49,481
villages and 25.7% living below the poverty line. Without thriving villages, India cannot be
advance. A knowledge-based economy will characterize the approaching age. With the
increasing popularity of smartphones, it is now possible to provide multiple services with a
single click. The Indian government began the "Digital India" program on 1 July 2015, with
the well-defined goals of connecting rural areas to high-speed internet networks and enhancing
digital literacy.
India's Financial Inclusion journey has been remarkable during the past decade, with the
government actively promoting it via the Digital India Movement and the Pradhan Mantri Jan
Dhan Yojana. Reducing poverty and addressing the issues of generating a consistent income
could be crucial elements in establishing an inclusive society. Information and Communication
Technology are progressively granting access to unbanked people and bringing them into the
banking sector.
Objective This study discusses what has been accomplished in Financial Inclusion to date,
what is next, and how digital technologies might be leveraged to achieve an inclusive society.
This study highlights how Government is promoting financial inclusion schemes using
Information, Communication and Technology (ICT). The Government Financial Inclusion
schemes (GFIS) being studied in this research are (Digitally APPs, software, or through digital
centre).
Research Methodology the Indian Government over the past years launched the severed
schemes related to financial inclusion like- Pradhan Mantri Jan Dhan Yojana, Atal Pension
Yojana, Sukanya Samridhi Yojana etc. The research focus of this study is only Pradhan Mantri
Jan Dhan Yojana. This research study used quantitative and qualitative (focus group data) of
rural people & previous studies.
Findings and Conclusion This study indicated that Pradhan Mantri Jan Dhan Yojana facilitate
families in rural areas to have access to financial transactions through using the distributed
devices by the government & digital centre.

Key Words Financial Inclusion, Financial Literacy, Information & Technology, Villages,
BPL, Government Financial Inclusion Schemes.

Default Prediction For Credit Lending Using AI & Ml

Narayana Darapaneni, GREAT LEARNING
Anwesh Reddy Paduri, GREAT LEARNING
Shweta Naresh, GREAT LEARNING
Sagar Sambhaji, GREAT LEARNING
Swapna Xavier, GREAT LEARNING
Srinivasan Narasimhan, GREAT LEARNING
Ankit Seth, GREAT LEARNING

Financial Institutions including banks are using AI-based systems to improve predictive
models in the credit lending industry which includes fraud detection, stress testing
(provisioning) as well as lending assessment applications such as credit scores for loan
underwriting and monitoring the performance of existing assets. This has proved to have great
significance in the development of the Credit Lending Industry. The use of AI can make data
analysis and credit risk assessment more efficient as it allows large quantities of data. This in
turn may lead to the discovery of new risk segments. Cloud-based lending management
systems are used by small firms to make credit decisions which in turn has helped them gain
an advantage over their competitors. It is of utmost importance to retrieve quality data for the
efficient implementation of AI in the Credit Lending Industry.
 Financial Services and International Trade – a Review of Literature
Srijanani Devarakonda, Vignana Jyothi Institute of Management

The aim of this paper is to review the literature on ‘banking and insurance and international
trade. The study presents the literature on services trade, services trade liberalization, trade in
financial services, reforms in the banking and insurance sectors, trade in banking services,
international trade in insurance services, trade in banking and insurance services and its
relationship with economic growth and related aspects. The opening up of financial sector to
foreign participation as a part of national financial reforms contributes to international efforts
aimed at strengthening the global financial architecture. Finally, we examine the relationship
between economic growth and banking and insurance trade performance and measures the
impact of banking and insurance trade performance on the economic growth of economies.
 Track Name IS- 7 Track Date 18.11.2022/ 17.45 to
19.15
Track Chair Pooja Kushwaha

Telemedicine and its adoption in Rural India

Babita Bhardwaj, Indian Institute of Management Kozhikode
Anindita Paul, Indian Institute of Management Kozhikode

In 2017, the World Health Organization (WHO) declared health to be a "Fundamental Right"
on Human Rights Day. The right to health for all people regardless of age, gender, social status,
or degree of education, when and where they need those. According to the World Bank's
collection of development indicators, India's rural population was 65.07 % in 2020, which is
completely dependent upon primary health centres to avail their healthcare needs.PHC has a
71.9 percent shortage of Health Assistants (male and female). As per Civil Registration report
2020, app. 45% deaths were reported due to lack of necessary medical facilities. To handle all
such challenges and make healthcare affordable, accessible and available to people staying in
remote areas Govt. of India has launched many initiatives to improve access of rural people,
especially poor women and children, to equitable, affordable, accountable and effective
primary healthcare but still health of Women in Rural areas always remained a topic of concern.
It is said that the way a country treats its women is the best indicator of its growth. According
to a McKinsey Global Institute analysis women’s empowerment and health are critical for the
health and development of families, communities, and nations. Women can attain their greatest
potential when they live in a safe, healthy, joyful, and productive environment. The Ministry
of Health and Family Welfare (MoHFW) under Sustainable Development Goals (SDGs) aims
to safeguard the health and wellbeing of population. Hence recognised the need of successful
fusion of ICT with essential health infrastructure and implemented Tele-Health solutions like
Tele-medicine to offer basic and specialised health care services closer to end users in rural
and inaccessible places. Despite the fact that telemedicine is extensively researched and widely
accepted, the adoption rate has been extremely low. As a part of this study , through qualitative
research method, an attempt is made to identify what are the various factors which reduce its
adoption among rural women.

Technical Support In Clinical Trials

Narayana Darapaneni, GREAT LEARNING
Anwesh Reddy Paduri, GREAT LEARNING
Christopher Vijay, GREAT LEARNING
Sachin Dande, GREAT LEARNING
Preeti Amin, GREAT LEARNING
Ravi Km, GREAT LEARNING
Nischal B, GREAT LEARNING

Over the recent years, the adoption of connected technologies has grown multifold in the area
of Clinical trials. The COVID pandemic has further accelerated the need to have connected
technologies, especially for effectively conducting remote Clinical trials. Connected Devices
have great potential for improving decentralized data collection, enhanced patient experience,
and as well immediate availability of data for analysis. The increase in wearable technology,
the availability of smartphones and mobile devices, as well the growth in connectivity, is
transforming the way clinical trials are being conducted all over the world. With the increase
in demand for Connected Devices in Clinical trials, it has become more apparent than ever that
the timely and continued support to the on-field site user is of paramount importance. The
current technical support system (Contact Center) has multiple Omni channels such as Phone,
Voicemail, Email, and Web Portal to reach the Contact Center for getting the required technical
support for both devices and application issues. The quality of technical support has a direct
impact on the adaptability and the quality of remote data collection using connected
technologies. The current technical support system struggles in providing faster resolution and
round-the-clock availability of support to the site users. We have identified that the Chatbot
powered by Artificial Intelligence (AI) technology can provide the required acceleration for
problem resolution and on-time technical support to the site users. A chatbot can as well
increase the efficiency of service levels, and reduce costs while limiting the risks associated
with security and compliance. The emphasis of this article is to provide information on the use
and implementation of AI-powered chatbots in clinical trials using Connected Devices for data
collection.

Do Personality Traits Influence Online Shopping Behaviour: A Data Modelling

Approach
Arindam Saha, Jaipuria Institute of Management Indore
Pooja Kushwaha, Jaipuria Institute of Management Indore

"In recent years, online shopping has become quite popular among people of all ages and
sections of society. Variety of published reports in the open domain, from time to time, have
indicated the rise of online shopping trends and market capitalisation.

The present study takes its inspiration from a growing body of researches in the area of online
shopping and shopper behaviour. It becomes important to get a better understanding on the
psyche and personality of the online shopper. The study concludes with proposing a
relationship model between personality traits and online shopping behaviour."

Dark Stores in a Hyperlocal model with E-pharmacies: A boon for Last Mile Delivery of
Medicines
Malhar Mandsaurwale, Maulana Azad National Institute of Technology
Naman Dwivedi, Maulana Azad National Institute of Technology
Akhilesh Barve, Maulana Azad National Institute of Technology

E- Pharmacies have experienced tremendous growth globally. The global e-pharmacy market
is currently growing at a CAGR between 16-20 percent. India too has seen an upsurge in online
medicine sales with the Indian e-pharma sector at its CAGR between 40-45%. Moreover,
during the pandemic people resorted to buying medicines and other essentials online or
ordering from a nearby retail pharmacy as they saw this mode of buying medicines as a safe
choice involving contactless delivery, digital payments, and safer home delivery without the
need for coming out of their houses. Similarly, during the pandemic and the post-pandemic
times Hyperlocal startups and the idea of Q-commerce have been gaining ground among the
masses with their unique selling proposition promising faster delivery. Moreover, as pandemic
restrictions affected logistics, people resorted to buying essentials from nearby vendors and
this change in consumer behavior also contributed to a rise in sales of Hyperlocal businesses.
From groceries to ordering food online there has been a huge rise in order placement since the
pandemic and the hyperlocal market venture capital investments have risen from 37 million
dollars to 1.6 billion dollars from the year 2013-18. This study suggests a Hyperlocal inventory-
based model involving Pharmaceutical Dark Stores as an advantage to Last-Mile Delivery of
medicines and aims to identify various challenges faced while applying this model in
conjunction with the existing E-pharmacies.
 Artificial Intelligence-assisted Blockchain-enabled framework for smart and secure
EHR management
Narayana Darapaneni, GREAT LEARNING
Anwesh Reddy Paduri, GREAT LEARNING
Raja Moorthy, GREAT LEARNING
Raghavan Iyer, GREAT LEARNING
Akanksha Jain, GREAT LEARNING

Information systems and computerization nowadays need faster, more secure & easier data
analysis techniques. The modern healthcare systems are extremely complex, and expensive and
face problems concerning data privacy, security, and integrity. However, better monitoring and
management of electronic health records will reduce these issues regarding complexity and
security. Blockchain with its decentralized and secure capabilities has significant potential in
the healthcare sector. Primary problems in healthcare delivery include lack of data
management, and how data can be made verifiable, immutable, and distributed. One of the key
benefits of using blockchain technology in the healthcare database is because of its potential to
enable medical systems’ interoperability which provides better access to patient records,
medication tracking, drug systems, hospital assets, etc. Access to patients’ medical histories is
essential to correctly prescribe medication, with blockchain being able to dramatically enhance
the healthcare services framework. In this work, solutions to improve current healthcare system
vulnerabilities using blockchain technology including frameworks and methods are addressed
in addition to AI capabilities for Intelligent and Smart Healthcare Management. The main aim
of the proposed research work is to design Blockchain based framework for preserving &
securing electronic medical healthcare data efficiently in comparison with conventional EHR
systems. In addition, the proposed framework stores medical prescriptions, laboratory reports,
medicine details, and emergency data which encompass the medical history of the patients thus
providing an EHR system that is a scalable, secure, and integrated solution based on
Blockchain with Smart Healthcare Management thanks to built-in AI functionality. The
Blockchain contains 5 key elements: Distribution, Encryption, Immutability, Tokenization, and
Decentralization. The blockchain evolution consists of 4 key phases: Blockchain Enabling,
Blockchain Inspired, Blockchain Complete, and Blockchain Enhanced. The Blockchain
Enabler was the initial phase that provided the building block foundation upon which future
blockchain solutions can be created. Blockchain Inspired solution used three out of five
elements: Distribution, Encryption, and Immutability thus lacking Decentralization and
Tokenization. The current phase is Blockchain Complete with all the 5 key elements present.
The next phase is Blockchain Enhanced which incorporates complementary technologies like
AI, IoT, and decentralized self-sovereign identity (SSI). Our solution is based on Blockchain
Enhanced with integrated AI and IOT (IOT/IOMT to be integrated at a later stage).

Does reading privacy policy create privacy fatigue? A Feature Fatigue Theory
Perspective
Neethu Mohan, School of Management Studies, Cochin University of Science and
Technology
Zakkariya K.A., School of Management Studies, Cochin University of Science and
Technology

This paper addresses the user’s understanding of the privacy policies and whether it creates a
sense of fatigue in the mind of users or privacy concerns and, as a consequence, might lead to
privacy protection disengagement behaviour in mHeath applications. Past literature suggests
that the language and terms used in the privacy policies in general, be it the website privacy
policies or the app privacy permissions, are difficult for the users to comprehend, and it is more
convenient for them just to click accept and proceed (Milne and Culnan, 2004; Obar and
Hirsch, 2018). This paper adopts a cross-sectional experimental design. The findings have wide
applications for privacy policy makers, marketing practitioners, and academicians.

A study on the contemporary Industry-Academia interaction in IT industry

Divyasree C, Amrita School of Business Amritapuri Amrita VishwaVidyapeetham
Anju Kamal, Amrita School of Business Amritapuri Amrita VishwaVidyapeetham

Industry academic interaction provides knowledge transfer that stimulates economic growth.
Companies today have reviewed their campus engagement strategy to include synergistic
initiatives, such as competitions and contests, as they have realized that campus engagement
also refers to student engagement. Programs for industry-academia collaboration today rely on
exchanges to connect with students' goals and vision of the organization with which they
envision an association. On the other hand, the current educational system aims to provide
students with more practical skills and prepare them for the workforce. The future business is
having a lot of transformations in the changing world and hence the talent, technology, and
collaborations they focus on are also being redesigned.
The relationship between industry and academics is not one of technology donor and recipient;
instead, it is one of knowledge, expertise, or technology transfer. Campus engagement events
provide an opportunity for academics to gain a practical grasp of the sector while also helping
businesses advertise themselves and attract the best personnel. In this paper, I have closely
researched the interactions between industry and academia in both dimensions as well as the
most recent trends and business methods used by the largest corporations. Interaction between
industry and academia is extremely important. This paper examines the different ways that
business and academia connect and how it benefits both."
 Track Name PT-8 Track Date 18.11.2022/ 17.45 to
19.15
Track Chair Rahul Mohare

Trust & Communication: Does This Lead to Effectiveness of Virtual Teams

Dr.Hetal Gaglani, Datta Meghe Institute of Management Studies
Dr.Smita Rao, Real Institute of Management & Research

Covid-19 crises have influenced IT sector to bring about changes in their working style and
communication. During pandemic IT companies have been the forerunners to configure virtual
team using various communication technologies. As technology advances, working virtually
will soon become new normal. In view of this it is important to comprehend what influences
the effectiveness of a virtual team. For an organization to be successful it is imperative to know
the competencies of their employees. In lieu of virtual teams, limited research has been done
into identifying different parameters that organization can focus on to function in a competent
manner across languages, time and cultures.
The main focus of the present study is to find out the factors of trust and communication that
contribute to the effective functioning of virtual teams in Indian IT sector. The sample
population of the present study comprises of professionals who are member of a virtual team.
It includes Managers, Team leaders and software developers of IT companies across India. The
sample size of the study comprised of 30 employees and Purposive Sampling technique is used
for collecting the data. Statistical Package for Social Sciences (SPSS) version 23 was used for
statistical analyses of the collected and tabulated data. The statistical techniques used for
analysis the collected data is Descriptive statistics & Factor Analysis

Leave a Review! How Brand Related User Generated Content is impacting Consumer
Brand Equity
Ms. Chitra Vaswani, Research Scholar, Amity School of Business,
Amity University Uttar Pradesh
Dr Deepa Kapoor, Associate Professor, Amity School of Business
Amity University Uttar Pradesh

User-generated content or UGC is any text, videos, images reviews etc created by the users of
social media platforms. This research is primarily focused on two aspects 1. Role of UGC in
product search and discovery on online shopping sites. 2. Analysis of the Impact of UGC on
consumer-based brand equity. With the rise of Web 2.0 technology, UGC in marketing has
gained recognition due to its novel features that include consumers and users sharing,
participating, creating and sharing the content.
By studying the existing literature we can find that there is a theoretical gap in the way in which
brands leverage user-generated content. In this study, we examine the relationship between the
user-generated content about brands on popular social media websites and its impact on
consumer brand engagement and brand search behaviour. This study studies that brand-related
user-generated content directly influences consumers' online brand-related activities. It
encourages consumers to share viral advertising. This study aims to investigate how brand-
related UGC actively creates positive consumer engagement and its impact on brand search
and discovery. The study shows the content characteristics which encourage consumers to
share information online. Thus encouraging consumers to discuss brands and create positive
word-of-mouth publicity through reviews and comments about the brands. The data is collected
through a structured questionnaire from 300 respondents and Karl Pearson correlation and
Regression is used to determine the relationship between user-generated content and Brand
Equity. This research will also contribute to advertising and marketing literature by
investigating that user involvement and user participation increase the shareability and virality
of the content.

Consequences of Enforced Work-from-home: An exploratory Investigation

Amitabh Bhattcharjee, XLRI-Xavier School of Management,Jamshedpur,India
Varun Elembilassery, Indian Institute of Management Ranchi, Ranchi, Jharkhand, India
Shreyashi Chakraborty, University of Greenwich, London , UK

Purpose: COVID-19 pandemic has made organizations across world enforce work-from-home
(WFH) for a large section of employees. This paper investigates the impact of enforced work-
from-home (EWFH) on psychological factors that lead to employee engagement.
Design: A qualitative study using semi-structured interviews were conducted, involving 21
participants across 10 global organizations from different industry sectors. The interviews were
conducted virtually, and the responses were transcribed and subjected to three stage thematic
coding.
Findings: The empirical themes were clustered under the three factors of employee
engagement; psychological meaningfulness, psychological availability, and psychological
safety. Findings indicate that EWFH has several unfavorable consequences on the above
factors, which is quite contrary to the outcomes of a traditional WFH scenario.
Theoretical Contribution: This study adds to the theory, it qualify WFH into choice-based
and enforced and how the impact of the two on psychological conditions could be very
different.
Implications: This study has highlighted adverse impact of EWFH and thus could help
practitioners and managers take informed decisions while creating WFH policies for future
talent needs in a changing world.
Originality: EWFH is an emerging concept, and this study offers early empirical evidence for
improved theorizing. This study is one of the earliest attempts to understand EWFH in the
context of an emerging economy.

Social and Behavior Science Heuristics for Work-Life balance in Social Democracies –
A Case of Sweden's gender and the wage gap
Balaga Raghuram, BITS Pilani , Pilani Campus

The focus of this work is to analyze the social inequality issues related to employee work-life
balance. To discuss the concepts more accurately, a realistic scenario has been taken
considering the situation of Swedish government. After analyzing the few studies, prospective
research directions have been identified that include flexible workplace arrangements and
behavioral and social comparison perspectives. These research directions can lead to possible
solutions for the existing organizational problems and design the organization development
models that involve social and behavioral aspects and work-life integration. The gender and
wage gap in Sweden have been determined in this study. Findings reveal that there is no equal
payment for the same work, which is especially true for labor-intensive activities, which
account for most of the pay gap. As a whole, the statistics disprove the widespread belief that
women's aversion to physically demanding work, or their preference for employment
flexibility, is mostly to blame for the persistent wage disparity. Women appear to be underpaid
relative to men, regardless of their qualifications. Few recommendations have been suggested
for organizational development considering the social and behavioral heuristics.
 Re-imagining Human Resource in Metaverse
Vanshika Sachdeva, Jagan Institute of Management Studies, New Delhi, Rohini sector 5
Dr. Neha Shukla, Jagan Institute of Management Studies, New Delhi, Rohini sector 5
Dr. Amisha Gupta, Jagan Institute of Management Studies, New Delhi, Rohini sector 5
Dr. Bhavneet Kaur, Jagan Institute of Management Studies, New Delhi, Rohini sector 5

This is the era of growing digital transformation and disruptive business practices. Along with
all the functions of the business, HR function must contribute in this growth. Digital
transformation in HR focuses on investing in right technology to enhance employees’
experience. The two facets of this concept are employee engagement and productivity.
Metaverse in one such emerging technology with growing curiosity that businesses have their
eyes on. Though the term Metaverse needs to be more explicitly defined but despite of its
ambiguity, business giants have started building upon this technology. Facebook has changed
its name to ‘Meta’. ‘Horizon workrooms’ is said to be Facebook’s first step towards Metaverse.
Horizon workrooms provides virtual meeting space for the employees where they can work
together better from anywhere. The list is expanding day by day. Since, the topic of Metaverse
is new and companies are still trying to gauge its application in HR related roles, there has not
been any significant study done on the topic yet. Thus, this research is intended to lay down a
base for further researches in coming years.
Metaverse can be defined as a 3D virtual world in which user can simultaneously be a part of
through their digital avatars in a way that feels pretty close to reality. The MZ generation [a
pairing of two groups -- Millennial (born 1981-1996) and Generation Z (born 1997-2012)] is
looking up to this novel technology that promises to produce imaginative and creative ways for
people to collaborate. The present culture of hybrid working is a very important factor that has
accelerated the adaptation of such a technology for companies. The World Forum 2021-22
predicts that approximately 58% of companies will embrace this technology over the next 2
years.
This paper encompasses relevance of metaverse in talent acquisition and in learning &
development. The paper also highlights & provides road map for suggestive functional benefits
of metaverse to HR practitioners.

Working From Home The New Normal -A Review

Mokhtar Ahmed, Gautam Buddha University
Neeti Rana, Gautam Buddha University

Working from home arrangements are a set of alternatives that employers provide to satisfy
the increasing need for more work flexibility and to encourage work-family balance. An
increasing number of employees become more interested in working from home choices which
may help them to fulfil their work and personal life obligations. It has become simpler for
professionals with family to juggle their home and work responsibilities because of the
advancement of information and communication technologies.
Purpose: this study is to review the previous studies on working from home to get better
understanding on the new normal mode of work.
Methodology: literature review was done in order to get a deeper comprehension of the idea of
telecommuting, remote working, and working from home.
Findings: work away from office is a need in today's society since it helps both individuals and
organizations. The foundation of working at home culture is trust. Trust comes with both the
obligation and honesty of self-monitoring of one’s objectives.
Type: Review Paper.
 Track Name PT-9 Track Date 18.11.2022/ 17.45 to
19.15
Track Chair Danish Nasir

Does job embeddedness work? A case study to explain employment stability and
employee retention in the Indian hotel sector
Anjali Dimri, DIT University
Dr. Pankaj Kumar, DIT University

INTRODUCTION
The term “Job embeddedness” was described as "a net or web in which an individual can
become stuck." (Mitchell et al., 2001). In contrast to most theories of voluntary Turnover,
which explain why individuals leave, job embeddedness explains why people stay at
organizations. Embeddedness in the organization can be measured in terms of on-the-job
embeddedness or off-the-job embeddedness. People left their jobs in the past because they did
not enjoy the job or discovered improved prospects away (Lee et al., 2014). The job
embeddedness theory describes that the influences which make people remain in their jobs are
associated with elements of the "web" which bind employees to their respective jobs (Mitchell
et al., 2001).
Employee retention is the main issue that the hotel sector is facing nowadays. If any employee
leaves the organization, finding a new employee in place of that and then recruiting and training
that employee becomes very costly for any organization. The best solution for this problem is
to tackle the turnover intentions of any employee, so human resource management plays a vital
role in this. (Huselid, 1995; Hemdi and Nasurdin, 2006).
A study stated that the tourism and hospitality sector has the highest Turnover rate (Kim, 2014).
Turnover intention is the main predictor of actual Turnover (Holtom et al., 2005). (Allen et al.,
2005) stated that even if the turnover intention does not always lead to actual turnover, it
somehow affects an employee’s performance. The main factors behind employee turnover are
the organization's internal issues, including the organization's atmosphere, rather than external
factors like salary, brand, competition, etc. (Ghiselli et al., 2001).
This research aims to analyze the factors responsible for employee retention in the hotel sector
and determine the role of job embeddedness in increasing employee retention. It has the
following research objectives-
• To ascertain the motivations for job stability among hotel employees.
• To determine the driving forces behind employment stability and employee retention
in the hotel sector.
• To study the concordance between the underlying motivational variables and the job
embeddedness model's dimensions.
RESEARCH METHODOLOGY
A qualitative method is engaged in the analysis. The methodology adopted is a content analysis
of in-depth interviews. The HR department of the two hotels in Uttarakhand provided a list of
employees with at least eight years of experience. The two hotels, in total, provided a list of 45
employees, out of which we have taken 18 for the interview. The selection was random, and a
few employees declined to participate in the discussion. The employees chosen for the
interview represented almost every section of the hotel, including managers, staff workers, etc.
The list contains both males and females of different age groups.
INTERVIEW DESIGN AND QUESTIONNAIRE
Face-to-face, semi-structured interviews were organized to collect data on the individual’s
experiences with the employer, job search activity, and motives for sticking with the present
employer. According to Kumar (2005), interviews are more suitable for complicated scenarios
like gathering in-depth information because they allow interviewers to connect with
participants and refine or describe questions as they arise. Eight open-ended questions
welcomed participants to start the conversation and allowed for follow-up questions to
understand further how they felt about it formed the basis of the interview.
DATA ANALYSIS
To pinpoint the significant themes and motivations discussed by respondents, a content analysis
of the records of the interviews was done. The researchers used the qualitative data analysis
strategy outlined by Creswell (2013), creating in-depth descriptions from the gathered data and
translating this into analysis themes. The researchers followed Creswell's suggested cross-
checking inter-coder agreement procedures to verify validity and reliability (2013). The
characteristics of the Job Embeddedness model put forward by Mitchell et al. (2001) were then
compared to the core themes for agreement
The questions asked were.
1- Tell us about your organization.
2- What made you join this organization?
3- What are the reasons behind your extended stay at this organization?
4- How is the environment at your organization and your relations with the other
employees?
5- Do you think you get desired perks from your organization?
6- For what other perks would you switch?
7- What other things besides your workplace are essential in keeping you here?
8- Are you happy with the community where you live in?
RESULTS AND DISCUSSIONS
Many people stated that their job gives them the power of skill development, and many said
that workplace friendship gives them a kind of positivity and motivation to complete their tasks.
According to them, being a member of a good and friendly team helps in many ways. Most of
the time in the interview, the factors which came up were related to on-the-job factors like
challenges of the job and workplace friendships. However, some also talked about off-the-job
aspects, including family (72%) and links to the community (66.6%) as the reason for an
extended stay.
a) JOB CHALLENGES AND DIFFERENT ROLES
The interviewees said they have worked in different hotel roles and were all very optimistic
about the challenging approach. According to them, working in various positions and the
challenges given by the hotel is a big reason for their extended stay at the hotel. According to
research, people are particularly drawn to companies that offer demanding jobs (Boswell,
Roehling, LePine, & Moynihan, 2003; Slaughter, Richard, & Martin, 2006), job challenge is
positively correlated with perceived work meaning (e.g., Brown & Leigh, 1996; Kahn, 1990),
“My hotel allows me to work in different roles because of which I have learned many things
and am still learning new things every day.” (Male, 35+, Manager, ten years)
b) LEARNING OPPORTUNITIES
Around 89% of the interviewees stated that they are still with the hotel because the Hotel
provides them with excellent training and development opportunities, which enhances their
skills to a great extent. An effective training program improves job satisfaction (Sahinidis &
Bouris, 2008; Osca et al., 2005), customer satisfaction (Rust, Stewart, Miller, & Pielack, 1996),
and lowers employees' intentions to leave (Harris, 1990)
“After regular intervals, our hotel organizes some training and development programs for us.
Recently, we did a training related to leadership skills”. (Male, 40+, front-line employee, nine
years)
c) TANGIBLE AND INTANGIBLE BENEFITS
88.88% of the people stated the importance of tangible and intangible benefits. They spoke
about the benefits of free meals, uniforms, laundry, etc. (Daniel & Metcalf, 2005), claimed that
organizations with a balance of extrinsic and intrinsic rewawouldwill perform better.
“Recently, we participated in a competition, and our team won the competition, and the way
my hotel celebrated our victory was next level. Even for the preparation for the competition,
my hotel fully supported me.” (Female, front-line employee, 35+, nine years)
d) FRIENDSHIP, TEAMWORK, AND A GOOD ATMOSPHERE OR WORKING
ENVIRONMENT
About 83% of the interviewees marked the importance of having good friendships at work, and
around 67% of the employees stated the importance of working in good teams. Employees
profit from work environments that foster a sense of belonging (Miller, Erickson, & Yust,
2001).
“My two friends and I have been working in this hotel for the past 11 years, and we love
meeting each day, working together, eating together, and sharing little things always.” (Female,
50+, Manager, eleven years)
e) STRONG COMMUNITY LINKS, FAMILY NEEDS, WORK-LIFE BALANCE,
AND FLEXIBLE WORKING
72.22 percent of the candidates talked about strong community links as one of the motives for
their long tenure at the hotel. Work and family obstructions are a huge source of psychological
misery for employees, families, and organizations (Lourel, Ford, Gamassou, Gueguen and
Hartmann 2009)

CONCORDANCE WITH JE MODEL

“My parents lived in this city; I have all my childhood memories with this city; even my
children are also living their childhood here, my husband is from the same city, so this city is
home to all of us.” (Female, 40+, Front-line, employee, ten years)
“I am the only person who is working in my family, so I have to look after everything, including
all the household spending, fees of my children, etc.” (Male, 40+, Manager, thirteen years)

The last goal of the study was to check the validity of the JE model by examining the
concordance between the proposed JE model by Mitchell et al. (2001) and the interviewees’
descriptions. The following table tells that the dimensions of the Job Embeddedness model go
hand in hand with the description of the interviewees as to what are their motivational factors
behind retention.

JE DIMENSIONS LINK FIT

SACRIFICE:
Organization "I have so many friends at "I think my job is utilizing all my "This job has given
me everything that I my workplace, I love working skills also, I think I am perfect
have dreamt of including all the perks and with them, also in my team I for the
position for which I am compensation and the atmosphere have a fantastic staff with working.
(Male, 45+, Manager here it is very good, so there is no point of me."(Female, 40+, front-
line,15 years) leaving my job."(Male, 50+, Manager worker, 11 years to 15 years)

Community
"I have so many friends who "My community is so good, the "My kids are so happy in this
place, my are just like my family in my The area is near hills and the view daughter has all
her friends here; she area, also I own my house from here is fantastic." loves playing badminton,
her academy is here." (Female, 45+, (Male, 50+, Manager, 15 years) here, my son is
working in the same city." Manager, 14 years) (Male, 55+, Manager, 20 years)
Examples of interviewee comments and related management strategies

CONCLUSION
The study indicates that employees’ intention to stay can be explained by job and community
embeddedness. Motives described by many of the employees help understand the reason
behind their stay at the hotels. Many factors talk about the possible reasons behind their
extended remain even if they are not satisfied. Satisfaction is not the only reason; the
dimensions of job embeddedness tell us why employees stay and the possible reasons behind
it. Also, there are many highlights said by the employees that the managers can use to influence
the retention of employees.

Upskilling and Reskilling In Manufacturing Industry - The Vizag Steel experience

Raghuram Reddy Y, Former Director (HR), RINL Vizag Steel
Rajendra Vardhanam Bb, Former General Manager (HRD), RINL Vizag Steel

As industrial organizations face a host of challenges in the backdrop of a global economy and
new technologies, upskilling and reskilling the workforce have assumed paramount
importance. This paper describes the strategies adopted by Vizag Steel, in upskilling and
reskilling its workforce in the new technologies, when the plant production capacity was
expanded from 3 million tons to 6.3 million tons. It focuses on the new technologies in three
key Operations departments – Sinter Plant, Blast Furnace and Steel Melting Shop, and the
methodologies adopted by the steel manufacturing company, in reskilling and upskilling its
workforce successfully.
Employee engagement has gained the interest of researchers and academicians in the last few
years. However, job engagement and organization engagement as different concepts has been
studied by only few researchers and not much is explored about their mediating effects
parallelly between the two organizational constructs. The purpose of this paper is to explore
the relationship among job satisfaction, organization engagement, job engagement and
turnover intention. Additionally, mediating effect of organization engagement and job
engagement in the relationship between job satisfaction and turnover intention is also
examined. This the first study to investigate the mediating impact of organization engagement
and job engagement in the relationship between job satisfaction and turnover intention. This
work would also add to the engagement literature and eventually help potential researchers in
recognizing the connection of organization engagement and job engagement with other key
organizational variables

Influence of Workplace Civility on Employee Burnout and Turnover Intentions

Dr Kalaa Chenji, Asst Prof., Dept of Human Resources, IBS, Hyderabad
Dr Raghavendra, Asst. Prof., Dept of Human Resources, IBS, Hyderabad
Prof. Mushtaque Hussain, Asst Prof. Dept of Soft Skills, IBS, Hyderabad

The purpose of this paper is to examine the effects of workplace incivility on job burnout and
turnover intentions in Indian work settings. Workplace Incivility is defined as low-intensity
deviant workplace behavior with an ambiguous intent to harm (Anderson LM, Pearson CM,
1999). Uncivil behaviors are characteristically rude and discourteous, displaying a lack of
regard for others. The harm is sustained over a long period and therefore, the physical and
mental damage to the victim is difficult to recover in the short term (Pearson CM, Anderson
LM, Porath CL, 2005). The study aims to understand the relation between workplace incivility
and inter-generational differences between baby boomers, X and Y generations. The study
attempts to be built on Fredrickson’s Broaden-and-build theory of positive emotions.
According to theory, positive emotions build peoples thought-action collections and in turn
physical and intellectual resources. Conversely, when negative emotions accrete into
downward spiral defensive behavior and feelings of inefficiency may creep in. (Eric L.Garland
et.al, 2010). The data is proposed to be collected from academicians to study the influence of
incivility on turnover intentions.

Keywords: Workplace Incivility, Turnover Intentions, Job burnout, Baby Boomers, X and Y
generations
 Track Name PT-10 Track Date 18.11.2022/ 17.45 to
19.15
Track Chair Dr. Raj Kovid

Antecedents of Sustainable Entrepreneurial Intention: Juxtapose Study on Male and

Female University Students
Dr. Sakshi Chhabra, CMS Business School (JAIN Deemed-to-be University)
Dr. R Satish Kumar, CMS Business School (JAIN Deemed-to-be University)
Titli Banerjee, Randstad Pvt Ltd India

Purpose – In recent years, there has been a paradigm shift in the role of entrepreneurship from
wealth creation to value creation. This has turned the attention of businesses towards the
environmental and social needs. As a result, the focus of researchers has also shifted on
identifying the factors that led to sustainable entrepreneurial intention among male and female
entrepreneurs. The purpose of this paper is to examine the drivers of sustainable entrepreneurial
intention between male and female university students. This study focusses on understanding
the existing models of sustainable entrepreneurial intention and the gender effects on the
drivers of sustainable entrepreneurship.
Design/methodology/approach – This study uses a quantitative research design by collecting
the data through survey method from 387 university students in order to understand sustainable
entrepreneurship using simple random and stratified sampling method. Additionally, Structure
equation modelling analysis has been done to understand the relationship between antecedents
of sustainable entrepreneurial intention.
Findings – Through data analysis, it has been observed that attitude towards sustainability and
perceived desirability enhances the sustainable entrepreneurial intention among university
students. Moreover, the sustainable entrepreneurial intent was found more in female students.
The results show the existence of significant relationship between altruism and attitudes
towards sustainability.
Research limitations/implications – The results obtained from the Structured Equation model
analysis not only implies the establishment of relationship between the antecedents of
sustainable entrepreneurial intention but also provides a promising potential to measure
sustainable entrepreneurial intention.
Originality/Value- This model will contribute to the literature of sustainable entrepreneurial
intention. From a government perspective, this model will help in designing educational and
training programmes for university students in order to imbibe the culture of sustainable
entrepreneurship.

Entrepreneurial Orientation and Competence: Moderating Impact of Environment

Turbulence
Babita Bhati, AIMT

Entrepreneurial studies have consistently been striving ‘who’ an entrepreneur is? Drawing
inferences from Resource Based View (RBV), there is a wide spread community of researchers
defining the entrepreneur based on ‘traits’, ‘characteristics’, ‘competence’ etch.
Entrepreneurial Orientation (EO) in this context garnered much attention in this context. The
current study seeks to study the relation of EO with Entrepreneurial Competence (EC) under
the moderating influence of environment turbulence, which carries greater significance in the
pandemic times. The study exhibits EC being significantly moderated by EO under turbulent
environment. The research is based on Delhi/NCR entrepreneurs.
 Entrepreneurship and Experiential Learning Model in the Digital Era: A Review of
Literature
Dr. Pooja Tiwari, ABES Business School, Ghaziabad
Dr. Vikas Garg, Amity University, Uttar Pradesh

Introduction: Entrepreneurial education and research have gained much attention in the
globalized world characterized by increasing ambiguity, volatile environment, complexity.
(Lackéus, 2015; Liguori et al., 2018). It is believed that entrepreneurial skills can prepare
people to succeed and succeed under these circumstances, and policymakers have emphasized
the significance of the prevalence of entrepreneurship and an entrepreneurial culture (e.g., Lee
et al., 2011; Olson 2018). The outlook or mindset that policymakers aim to promote via the
attitudinal component of diffusion of entrepreneurship has frequently been addressed (Kreiser,
2011; Miller, 2011; Wang, 2008), with the term "entrepreneurial orientation". Considering this,
majority of the education for entrepreneurs is not only confined towards developing the specific
skills sets of entrepreneurs but also focuses upon developing the attitude of the entrepreneurs.
But gradually it can be witnessed that in present VUCA and dynamic environment accentuate
a requirement for learning competence and adaptivity that extends beyond an attitude of an
entrepreneur and specific skills set. Undoubtedly as a result the key skill of accommodating
and adapting in the era of technological dynamism, dynamic and uncertain environment
becomes quite crucial. This sudden and uncertain change can be witnessed specially during the
crisis of pandemic i.e., Covid- 19. Therefore, it might not be surprising that experiential
learning and adaptability has been considered as one of crucial trait in the entrepreneur for
entrepreneurial success (Ward et al., 2018). These traits have been considered crucial for the
success of entrepreneurs in the short and long run. It therefore becomes imperative to explore
the competency required by the entrepreneur in this dynamic and complex environment rather
than merely focusing only on conservative skill sets. Additionally, it's crucial to draw attention
to two important gaps in the literature on entrepreneurship that have not yet been fully filled.
These gaps are: (1) a lack of focus on the benefit and necessity for entrepreneurs to possess the
necessary learning competence to enable a proactive and competent process of acquiring and
developing new knowledge and skills to meet the demands of their changing professional
and/or business conditions; and (2) a lack of critical thinking skills among authors. The current
study addresses these issues by addressing the topic of what type of learning competency forms
the basis of an entrepreneur's capacity to deal with constantly changing circumstances and what
advantages this competence may provide an entrepreneur. In particular, we show below that a
competency of Experiential learning and learning from their own experience is essential to a
more comprehensive entrepreneurial competence given the significance of adaptivity discussed
above.
Purpose: - During Covid-19 it was quite evident that the unemployment rate has increased
many folds across the globe and also in India. Also, technological and digital advancement has
enabled many businesses small and large to sustain during pandemic and post pandemic as
well. Responding to this digital change, all the governments and policymaker are motivating
to come as job provider rather than job seeker. This study has explored through reviewing the
existing literature that the fundamentals of entrepreneurship have changed due to VUCA
environment and also due to rapidly changing and evolving circumstances of the digital era. A
learning capacity and general ability to adjust become crucial elements in entrepreneurial
activity specifically as adaptivity becomes vital. The research investigates the importance of
experiential learning for entrepreneurship and entrepreneurial competence and recognizes it as
a key competency in this regard.
Research Methodology: In this paper authors have developed a theoretical framework to
understand the linkage between learning based on experience and directed toward self in
entrepreneurship by conducting the process of systematic review of available literature that
have linked experiential learning to entrepreneurship.
Findings - The developed theoretical framework demonstrates how the abilities for self-
directed learning and experience learning work together to enable the type of adaptivity
required for entrepreneurial competence, especially in more quickly changing circumstances.
The importance of self-directed learning capacity grows because it enables people to adapt to
organizational change in our very unstable world.
Practical Implications: Possessing and inculcating self-directed and experiential learning skills
supports people become more entrepreneurial in their everyday lives as well as more resilient
in the face of rapid digital and technological change. Thus, encouraging self-directed learning
skills and learning from their own experience can be witnessed as a key goal of entrepreneurial
education.
Originality and worth -The Self-directed Experiential Learning Cycle that is being discussed
provides a fresh viewpoint that makes clear how self-directed and experiential learning
competences are essential for comprehending the principles of adaptability in entrepreneurial
activity.

Decision Making among Entrepreneurs in India: Role of Emotional and Spiritual

Intelligence
Dr. Shilpa Narayanswamy, Welingkar Institute of Management Development and Research,
Mumbai
Dr. Tanvi Thakkar, Welingkar Institute of Management Development and Research, Mumbai

Effective decision making lays foundation of the success of the business enterprises. Thus,
each and every decision should be taken keeping in view its consequences on the business.
However, it is pertinent to understand that the process of decision making largely depends on
its precursors which can be related with the decision maker or the context or the decision
making set up. Among such precursors, emotional as well as spiritual intelligence are
recognized as one of the pertinent factors in crafting decision making capabilities of
entrepreneurs. Although emotional and spiritual intelligence have been given due
consideration, yet the research evidence focused on entrepreneurs in developing nations like
India are found to be scarce. Thus, the present composition has been framed to explore role of
emotional and spiritual intelligence in the decision making of the entrepreneurs in India.
Accordingly, primary data has been gathered from entrepreneurs owning small and medium
scale enterprises in the five selected cities of the Indian nation. The selection of the cities as
well as entrepreneurs is based on multi-stage sampling approach which includes random
sampling and convenience sampling. For exploring the relationship of emotional and spiritual
intelligence with decision making, standardized scales have been considered. Primarily, the
data have been tested against the norms of normality, reliability and structural validity.
Subsequently, discriminant analysis approach has been utilized to explore role of emotional
and spiritual intelligence in the decisions taken by the selected entrepreneurs. It has been
empirically validated that emotional as well as spiritual intelligence plays decisive role in the
decision making phenomenon of the entrepreneurs in India. Explicitly, it has been unveiled
that emotional intelligence has relatively higher role in shaping the decision making of the
entrepreneurs. Based on the findings of the study, various implications have been discussed
and the road map ahead has also been discussed.
 Impact of Women Entrepreneur’s Innovativeness and Business and Management
Competence on Firm performance
Neetika Singh, Sharda University
Raj K Kovid, Sharda University

The study of female entrepreneurship is picking up steam all around the world with the number
of women entrepreneurs increasing. A recent development in the field of women
entrepreneurship is research on their entrepreneurial competencies. Entrepreneurial
competencies have been studied earlier, however past studies have not taken gender into
consideration or have not taken women as their focus. In order to better understand how
competencies of women entrepreneurs affects the performance of their businesses, this study
constructs and examines a conceptual framework wherein the impact of competencies
(a)Innovativeness and (b)Business and management, on financial and non-financial
performance of the firm is examined. The data has been obtained from 158 female
entrepreneurs operating in India through a survey. The study has utilized Smart PLS-SEM to
analyze the data. The findings show that Innovativeness of women entrepreneurs have a
positive significant impact on both the financial and non-financial firm performances. Business
and management competencies have shown a positive significant impact on the firm's financial
performance, However, the impact of Business and management competence on non-financial
performance of the firm was not significant. The study contributes to the Resource based view
theory by explaining the role of competencies as a valuable resource available to an
entrepreneur to attain better business performance.

A Study on Impact of Innovation on Country Risk Rating and Industrial Sectors

Mohammed Rahil Qureshi, Christ Deemed to be University
Ranjan Maity, Christ Deemed to be University
Shefali Srivastava, Christ Deemed to be University

Innovation has become essential for organizations to gain competitive advantage and sustain
in the long run. It can cause major disruptions in the existing markets and also cause new
markets to emerge. Many studies have been conducted on innovation with respect to different
factors like technology adoption, productivity levels, factors of production efficiency etc.
Higher innovation reflects higher technological capabilities and growth opportunities in a
country which, in turn, leads to higher country risk ratings or creditworthiness. This paper
focuses on factors other than patent filing like market sophistication, human capital, knowledge
and technology outputs etc. as indicators of innovation in an economy and how it impacts
country risk.
The following objectives have been framed for this study: (i). To assess the impact of
innovation on a country’s risk rating. (ii) To investigate how innovation affects various
economic sectors.
In the Asia Pacific area, which includes 28 Asian nations with pre and post Covid relevance,
the performance of innovation is contrasted to that of country risk. A regression study has been
done to illustrate how innovation and nation risk rating affect each other. The study's goal
suggested that considerable changes had occurred across many industrial sectors and
economies, One way ANOVA to illustrate the relation between Innovation and Industrial
sectors.
The study has managerial implications since it logically affects socioeconomic aspects and
innovative items in a substantial way. The ability of a country to accept risk generally is
affected by Innovative Items on the market, and this has a favorable impact on all the economic,
political, and financial elements.

Decentralized Autonomous Organizations (DAOs): A systematic review and

bibliometric analysis
Priyanka Manethiya, Atal Bihari Vajpayee School of Management and Entrepreneurship,
Jawaharlal Nehru University
Rahul N, Atal Bihari Vajpayee School of Management and Entrepreneurship, Jawaharlal
Nehru University
Sakshi Sharma, Atal Bihari Vajpayee School of Management and Entrepreneurship,
Jawaharlal Nehru University

Decentralized Autonomous Organizations (DAOs) are one of the innovative developments of

blockchain and emerged with the introduction of Decentralized finance (Defi). DAOs Feature
like Decentralization is one of the main principles of Industry 4.0. and has earned Industry 4.0
its moniker. DAO is also one of the innovations of Entrepreneurial Finance because of
decentralized crowdfunding which makes the funding process more cost-effective, transparent,
efficient and secure. DAOs leverage blockchains, digital assets and related technologies to
deploy resources, coordinate activities and make decisions. The objective of this study is to
provide an overview of the DAOs landscape, the emerging areas and future scope. It’s a
comprehensive study to assess the current status of the research done in the field of DAOs and
its role in the evolution of Industry 4.0. and in the growth of Startups and sustainable business
models. This study integrates both a Systematic Literature Review (SLR) and bibliometric
analysis of the existing literature on DAOs from 2016-2022 in the area of business and finance.
The findings of the study suggest that with the aid of blockchain-based DAOs crowdfunding
can further disrupt the financial capital markets where it already exists. Entrepreneurial finance
may look into what makes DAO fundraising efforts successful and compare the factors that
determine finance obtained by the group of DAOs and other organizational types. Studies can
be done on the methods of Valuation of DAOs adopted by investors for funding purposes
 Track Name OBHR-15 Track Date 19.11.2022/ 9.00 to
10.30
Track Chair Shubrakant Shadangi

HR Analytics: Transforming Human Resource Management

Dr. Tulsee Giri Goswami, Central University of Rajasthan, Ajmer
Mansi, Central University of Rajasthan, Ajmer

The digital transformation in HR can be seen as related to people analytics, artificial

intelligence, and cloud computing concepts. The advancement has led organizations to capture
employee data for strategic decision-making. The evolution of metrics to big data in Human
Resource Management is through HR analytics. HR analytics has completely transformed the
way HRM is carried out in organizations. This research aims to unfold and provide insights
into HR analytics's role in transforming Human Resource Management through a conceptual
approach. For this purpose, this study considers secondary data from databases such as Wiley
Online Library, Emerald Insights, Inder Science Publishers, and Sage Publication. The paper
silhouettes the pros and cons of HR analytics adoption and implementation and talks about the
transformation HR analytics has done in management. This study uncovers the scarcity of
research on HR analytics in the non-western context. HR analytics has the vast unexplored
potential to transform Human Resource Management completely. The practical and efficient
way to use HR analytics to improve employees and management is yet to be discovered. This
paper provides ethical recommendations for the implementation of HR analytics in
organizations. The managerial implications for the firms and institutions are a thorough
understanding of how HR analytics influences the working of HRM.

Sustainable HR Practices improve employee performance: A Literature Review

Sasmita Senapati, Biju Patnaik University of Technology, Rourkela, Odisha
Dr. Mousumi Panda, Aryan School of Business Management, Bhubaneswar, Odisha

Sustainable HRM Practices (SHRM), an on-going trend in the present scenario, but yet to mark
its presence globally. Its implementation into the organizational system has become an
inevitable part. This paper is based on the review of different journal articles of national and
international repute which describe the impact of SHRM on the performance of the workforce.
The result reveals that SHRM and Employee Performance (EP) are constructively related to
each other. Sustainability is an important aspect for today’s corporate world which focuses on
the inclusive growth of organizational effectiveness as well as employee performance, which
is the main objective of this review article. Different factors of SHRM such as Employee
Psychological Development and well-being, Employee Satisfaction (ES), Quality of Work Life
(QWL), organizational change and development (OCD), Innovative Work Behaviour (IWB),
Employee Consultation and Involvement (ECI), Career Development and Organizational
Learning (CD & OL), Emotional Intelligence (EI), Organizational Climate and Culture (OCC)
and Work Life Balance (WLB) and its impact on employee performance have taken into
account in order to make this article justifiable. By adopting this approach into the field of
Human Resource Management (HRM),it gives a novel and also a must scope for the
organization so that it can sustain for a longer period of time. Sustainable Human Resource
Practices play a vital role in Organizational Effectiveness and it depends on the performance
of the employees. The psychological and emotional features of the workforce must be well
realized by the management because both the factors play very important role in inspiring the
employees to contribute their best possible inputs in the good faith of the organization. Rewards
at organizational level, incentives and promotions on the basis of work accomplishments and
result achievements etc. must be provided to the employees in order to encourage the workforce
to enhance their performance. The organizational effectiveness is certainly affected by the
positive and vital impact of Strategic HRM.

Leveraging Corporate Entrepreneurship for Human Capital Development.

Inakshi Kapur, ACCF, Amity University Uttar Pradesh
Dr. Pallavi Tyagi, ACCF, Amity University Uttar Pradesh

The study explores how Corporate Entrepreneurship (CE) can be leveraged to renew and
enhance human capital within organisations. The need to reinvent and reskill is critical for
organisational and employee performance because things change rapidly, and technical and
professional skills are becoming obsolete simultaneously. Data were collected from 210 IT
sector employees in the Delhi NCR region, and analysis was conducted using Partial Least
Square Structural Equation Modelling( PLS-SEM). A significant positive relationship was
found between CE and human capital development. The study adds to the existing body of
literature by exploring the non-financial benefits of engaging in CE. It identifies the activities
that entail CE and how knowledge, primarily embedded in human capital, is generated for its
successful implementation.

Emotional Intelligence and Subjective Well-Being: An Empirical Study Among

Undergraduate Students.
Natasha Sharma, Amity university ABS
Dr. Paritosh Mishra, Amity Business School, Noida

The purpose of the study is to examine the relationship between emotional intelligence and
subjective well-being among undergraduate students. Data has been collected from a sample
of 359 students, using a questionnaire-based survey method. To examine the hypotheses,
research was carried out based on a non-probability sampling method. The sample consisted of
undergraduate students of different disciplines. Pearson correlation and regression have been
used to find out the relationship between both. Descriptive analysis was done by calculating
the mean, standard deviation, skewness, kurtosis, Cronbach alpha, and ADF. The findings
reveal a substantial positive relationship (0.893) between emotional intelligence and subjective
well-being among undergraduate students. The findings call for a heightened emphasis on
measures for augmenting the emotional intelligence of undergraduate level students at all
levels- family, educational institutes, and society at large. According to the findings, students
with high emotional intelligence had higher subjective well-being.
Recommendations made based on findings and discussions were Emotional health and mental
health should be included in the syllabus for graduation courses to help teachers better
understand their students better. Seminars, discussions, and orientation programs should be
organized. There should be interactive sessions different from Parent teacher meetings
(PTMs)s which specifically focus on these issues. Several training programs specifically
targeted at students and teachers should be established regularly to help students gain a better
understanding of emotional intelligence.
 Group Norms, Accountability and Monitoring Corruption: An Experimental Study
Arpita Mathur, NICMAR University, Pune
Avinash Bagul, NICMAR University, Pune

Corruption as a phenomenon has become a major cause of concern in public policy in India.
According to the 2021 Corruption Perception Index published by Transparency International,
India ranks 85 as the least corrupt nation out of 175. Right from the independence, there have
been mass public outcries about having anti-corruption policies, and our politicians have
publicly accepted the existence of corruption. But still, corruption is not decreasing
significantly through these years. This calls for a fresh look into research in this area.
Corruption research faces an inherent issue of not being able to observe corrupt practices
directly. Both the perpetrator and the victim choose to remain silent over the issue due to
various reasons. Hence, there is a risk of primary data collection on corruption becoming either
very difficult or biased. While much research has been done through cross-country analysis on
the determinants of corruption, still much remains hidden from the eyes of the researcher at the
local level. To address this problem, researchers have come up with a methodological
innovation in corruption research. Mainly done by economists, and recently started in the
1990s, few researchers are adopting laboratory-based experiments for research on corruption.
In such experiments, analogous situations are created in a virtual laboratory-like environment
that mimics real-life scenarios. Data is thus obtained in a controlled manner. The field data may
not only be sparse but may also suffer from noise and lack of control. These problems are
eliminated through a controlled experiment designed carefully to investigate variations in
individual factors while keeping the others constant. The attempt is to create as close a situation
to real life as possible, in a controlled manner.
This paper uses an experimental research design to investigate the issue of monitoring
corruption, by conducting a game on corruption. The Government of India has passed the
Lokpal and Lokayuktas Act 2013 as a remedy to the rampant corruption prevalent in the
country. The underlying assumption behind introducing the office of Lokpal is that increased
monitoring would reduce corruption. In the procedure elaborated in the Lokpal Act, there is a
lesser scope of public participation in the appointment of the Chairperson and members of the
Lokpal. In the present study we intend to find out the impact of direct election of the monitoring
authority on the corruption levels, as opposed to the appointment of the monitoring authority
by the executive. Experimental research design has been used to test the hypothesis whether
the direct election of the monitor would reduce corruption, compared to appointment by the
executive, as this will bring in higher accountability of the monitor and a deterring effect
towards corruption. At the same time, extant literature on sociological studies of corruption
reveals that formation of corrupt group norms condones corruption. This study also unravels
that election of monitor will negate the impact of formation of group identity and corrupt group
norms. The findings from this study may have major anti-corruption policy implications for
India.

The Future of Hybrid Model of Working in India: Prospects & Problems

Smruti Rekha Sahoo, Samanta Chandra Sekhar (A) College
Alaka Panda, Bijupattnaik degree college of science and education

The elementary nature of work has transformed with the rise in improved technology and easy
access to super savvy tools. The latest mode of working is catching up where office space is
no more a requirement for accomplishing targets or goals. The acceleration of remote work
culture in India was seen during 2020 due to the unprecedented challenges thrown by the
Covid-19 pandemic. However, over a period of time, this model of working has received mixed
reactions. Many have complained of difficulties in maintaining work life balance, some have
encountered intense work pattern where commuting time have been swapped with more work
time. On a wider context, there is a potential loss of idea sharing, innovation and creativity due
to very less social connect. The pandemic has forced business houses and employees to reassess
how work may be done in the long run. Thus, hybrid model of working is gaining momentum.
Thus, there is a need to assess the new model of working in order to know its potential merits
and limitations in the long run so that it may be implemented without any hassles.
 Track Name OBHR-16 Track Date 19.11.2022/ 9.00 to
10.30
Track Chair Dr. Asha Bhandarkar

Examining the Role of Green Human Resource Management and Psychological Green
Climate to Determine Green Behavior
Honey Kanojia, Neeraj Dhiman and Sachin Kumar,National Institute of Technology
Hamirpur. Himachal Pradesh,India

The question of sustainability has raised the concern for the environment across the globe.
Business and people in general around the world have known to exploit the natural resources
in order to generate revenues and meet the ever increasing demands. In this context,
organizations have come to assume an imperative role in assuring the preservation, curing,
restoration and avoiding further damage to the ecosystem. Therefore, the organizations and the
associated green behavior of the employees at workplace has got a special attention in the
recent past. The data were collected from the hotel employees. Our findings indicated that
green human resource management and psychological green climate significantly influences
green behavior among hotel employees. Further, the data were analyzed using Smart PLS. The
study further gives a detailed discussion and real time implications for theory and practice that
can be of great value to the government, policy makers and related stakeholders for ensuring a
greater step towards understanding, inculcating, promoting and reinforcing green behaviors at
workplace.

Rethink and Reskill Talent: Organizational Learning as Competitive Advantage

Deb Ghosh, Coach Bots
Saurabh Mittal, IIT Mandi

This research paper examines the potential for a coaching application of voice bots based on
ChatGpt, a natural language processing system. Through a randomized control trial involving
500 participants, the study seeks to determine the efficacy of such an approach compared to
traditional coaching. The results indicate that the majority of participants found little to no
difference between the two approaches. This paper further investigates the possibility of
customization within the voice bot system, and whether such an adaptation would lead to
improved outcomes. In conclusion, this research demonstrates the potential for voice bots
based on ChatGpt to provide a viable alternative to traditional coaching, depending on the
extent of customization available.

Creating New Opportunities for Existing Talent

Gurudutt Kumar and Prasanth Jose,Fungible Inc.,India

ABC Private Limited is world’s leading datacenter infrastructure solutions provider. It sells
several products such as data storage, virtualization, and cloud computing that support different
customer use cases. The company had built a strong team for Block Storage technology by the
Year 2010. This team was responsible for many innovations in the industry. By 2012, the
company had achieved near monopoly of the datacenter storage virtualization market. Ninety
percent of its customers used Block Storage solution. However, the market was near saturation
and the demand for new license for Block Storage solution was on the decline. In 2014, the
existing head of Block Storage team resigned and Mr. Somnath replaced him.

The Transpiring Journey of Career Success in Human Resource Management: A

Systematic Review of the past decade
Shraddha Paliwal and Dr Nishant Singh,Bennett University,India

The motive of this paper is to provide a systematic literature review to study diverse aspects of
career success and identify various comprehensive definitions of career success. The recent
studies on both objective and subjective career success are discussed in the paper. Furthermore,
the paper comprehends basic issues that future research can focus on. Every employee working
in an organisation aspires to some landmarks to achieve success. Career success can be based
on achieving a reasonable level of career satisfaction. Most research includes two aspects of
career success: Subjective and Objective. The objective aspect of career success is related to
attaining success in the form of Salary and Promotion. In contrast, Subjective Career success
is related to the individual evaluation of success based on an individual desire for
accomplishment and accumulation.

Learning Culture and Organizational Commitment: The Mediating Role of Employee

Engagement
Manissha Khanna and Dr Neeti Rana,Gautam Buddha University,India

Learning has the capacity of influencing the organizational behavior of the employees at the
workplace, thereby ensuring achievement of the individual and corporate objectives. Learning
Culture positively affects Organizational Commitment. This quantitative study collected data
from 110 employees using a questionnaire-based survey on a convenience basis. The data were
analyzed using structural equation modeling. The results show that employee engagement
performs the mediating role between the learning culture and organizational commitment. The
data collection is done in cross-sectional mode (at a single point in time). This study empirically
investigates the mediating role of employee engagement between the relationship of the
learning culture and organizational commitment among the employees at manufacturing units.
Learning Culture results in statistically significant variation in Organizational Commitment.
Employee Engagement complementarily mediates the relationship between Learning Culture
and Organizational Commitment. Our findings contribute to the existing body of literature on
how the different facets of employee engagement can mediate the relationships between the
Learning practices adopted by manufacturing units and Organizational Commitment.
Manufacturing Units should improvise extra attention to learning practices that contribute
positively toward the inculcating learning environment within the organization
 Assessing the Sustainability of Health & Wellness Initiatives Rolled Out During
COVID-19 by Indian Organizations
Girijesh Srivastava, XLRI Jamshedpur, India

Purpose: While the COVID-19 pandemic has caused immense health concerns, it has also a
silver lining – a renewed focus on health and wellness. To counter the unprecedented
psychosocial distress caused by COVID-19, organizations launched various health and
wellness initiatives. With the pandemic receding and employees returning to offices, it’s crucial
to assess the sustainability of these initiatives. The study answers the research question: Can
the health and wellness initiatives rolled out during COVID-19 be continued and sustained?
 Track Name MARK-9 Track Date 19.11.2022/ 9.00 to
10.30
Track Chair Dr. Poonam Kumar

A study on Pilgrim Tourism on Kamakhya: Issues and prospects

Ms Tanisha Mukherjee, Adamas University
Dr Nilanjan Ray, Adamas University

Tourism is often described as the movement of individuals from their place of residence to
other locations or nations in quest of recreational enlightenment The purpose of this study
concentrates on how the growth of Pilgrimage Tourism in Kamrup, Assam can improve socio-
economic development for the local inhabitant.
Pilgrimage tourism is often stated as the fundamental part of religion, where the tourist
(pilgrims) travels in search of psychological satisfaction by visiting various temples, and sirens
that pertain to the sanctity of certain religious or holy places. The acceptance of different
cultures and civilizations develops owing to tourism. The incident of pilgrimage tourism from
the perspective of a destination can be drawn from the various manuscripts and temple
scriptures, with the rich merged culture of various religious beliefs.
The holy shrine and dwelling of Mother Goddess Kamakhya, which is located in the study
area's Nilachal Hills, being one of the 51 shakti pith has given the entire state a distinctive
recognition among the pilgrimage tourist spot.
The Major goal of this study is to determine the various issue and prospects pertaining to the
tourist influx to this spot and its impact on the local economy, way of life, and socio-cultural
shift among the local inhabitant of the tourist destination in specific and Assam in general.
Kamakhya has the potential to grow as one of the major pilgrimage destinations in the area of
pilgrimage Tourism. However, the state government, together with commercial organizations,
non-governmental organizations, and self-help groups, has to step up and support the local
bodies that work in tourism-related fields because they are thought to be the engine behind
socio-economic growth.

Adoption of E-bike and Subsequent Switching Behavior of Indian Consumers – A

Quantitative Exploration
Subhalaxmi Mohapatra, Anant National University
Saswati Tripathy, Birla Global University, Bhubaneswar,India
Risha Roy, Anant National University

Electric bicycles (e-bikes) represent one of the fastest growing segments of the transport market
globally. The purpose of this study is to apply a variant of the unified theory of adoption and
use of technology (i.e., UTAUT 2) to explore the effect of various constructs that influence
technology adoption on the consumers’ intention to adopt (and use) of electric bicycles (e-
bikes) at the household level and the subsequent switching behavior from other modes of
transport. In addition, the present study explores the effect of the consumers perception towards
the environmental well-being on the decision to switch to electric bicycles. The study
hypotheses were tested using data collected from a survey consisting of respondents from
selected cities in India. The findings indicated a significant effect of majority of the UTAUT
constructs on the behavioral intention to adopt e-bikes. In addition, the behavioral intention to
adopt was found to have a significant positive effect on the switching intentions from bikes
using fossil fuel to e-bikes. Finally, the consumer’s concern for the environmental well-being
was found to have a significant direct effect on the switching intentions. The study has relevant
theoretical, managerial and policy implications.

Green Marketing: A driver for building consumer based green brand equity (CBGBE)
towards Organic Personal Care Products
Anjali Sharma, Lovely Professional University
Richa Bhatia, Lovely Professional University

Environmental issues have become gradually essential to business decision makers as

companies face rising consumers sensitivity, increasing shareholder pressures and strict
regulations focussing on protecting the natural environment. Green marketing is now become
one of the strong drivers in gaining consumer trust and building brand equity. Green marketing
has recently gathered the attention of strategy builders whereas researcher focused on to
discover the new procedures to be used in making ecologically safe products and services. This
paper provides a basic conceptual model of green marketing attributes as a driver for building
consumer based green brand equity. The study examines the relationship between green
marketing attributes and green brand equity. The study also examines the impact of
environmental attitude as moderating variable of green marketing attributes and green brand
equity relationship. Four dimensions of brand equity has been taken to analyse the impact of
green marketing on green brand equity which include green brand awareness, green brand trust,
green brand perceived quality and green brand credibility. A self- administered questionnaire
with five-point Likert scale was utilised for collected the primary data from organic personal
care products consumers. Pilot survey was conducted to analyse the consistency of constructs.
The collected data was analysed through SEM (Structural Equation Model). This study makes
a valuable contribution for the marketers of organic personal care products to have a better
understanding of consumers and in creating consumer based green brand equity.

Modelling Customer Lifetime Value and its use for Customer Segmentation and
Targeting
Ashish Sinha, Jagan Institute of Management Studies
Dr Sumesh Raizada, Jagan Institute of Management Studies

Marketers know that it's more costly to acquire new prospects than to retain existing ones. But
how does that manifest in how we determine our customers'worth to our brand,and
consequently, how does it shift our marketing strategy?• Customer lifetime value is how much
money a customer will bring your brand throughout their entire time as a paying customer.•
Not only that, but customer lifetime value clues us into whether or not we can expect certain
customers to become repeat customers. If their customer lifetime value is high, chances are
they're fans of our brand and will continue to buy more of our products. If not,they're likely
just a passive customer who made a one-time purchase and will take extra effort to re-engage.
Customer lifetime value is not actually the lifetime of the customer but we are calculating the
expected revenue coming from the customer in the near future and to make this kind of
prediction, we use attributes like RFM (Recency Frequency and Monetary value). So knowing
what the customer have spent in the last year and knowing the category of the customer in
terms of recency, frequency or monetary value, we will make a classification or regression
model that will predict how much is the customer likely to spend in our retail business in the
next year. This could be a classification problem or regression problem, because if we want to
quantify in dollar value how much the customer will spend in the next year then it becomes a
regression problem, if we want to make it a classification problem, then we will group the
customer into segments. So, segment 1,2,3 is the customer that will spend high, medium and
low amount in the next year segment respectively. We will do this inside Python and we will
use purchase attributes to predict how much the customer will spend in the next year.
Purpose of the study:
Customers are important intangible assets of a company, but they are not equally remunerative.
As market competition grows through deregulation, new technologies and new competitors,
churn rates – the percentage of customers quitting their relationship with a company – grow to
up to 30% per year. Due to high churn rates, firms must acquire new customers constantly just
to stay even. Yet acquiring new customers is costly and not every acquired customer is
profitable. Acquisition costs can be higher than customer lifetime revenues, particularly for
short-term customers or buyers of small quantities of low-margin products. Customer
management activities at firms involve making consistent decisions over time, about: (a) which
customers to select for targeting, (b) determining the level of resources to be allocated to the
selected customers, and (c) selecting customers to be nurtured to increase future profitability.
In today’s highly competitive market companies are urged to acquire and build relationships
with customer, to retain them over longer time period and not just to pursue with them discrete
transactions only. It is, therefore, important to know whom to retain? Is it the customer who
generates high revenue or the one who has long duration of association with the company or
the one who is more satisfied, or else the firm should try to retain all of its customers.
Research Methodology/Design:
We will try to predict how much the customer will spend on total in a given period on our retail
business. We have two years and half of data for UK online retailer which will be used to
calculate all of the features and then we will split the data into half. One to train 2 models on
them and the other to predict.We will let the K-means identify the 3 categories for the life time
value and then we will give each category high, medium and low lifetime value spending. So
now we have three groups to focus on.After we do preprocessing we will train two models on
them,One is the decision tree model and the other is the multinomial logistic regression. This
will enable us to know if we can use this features to identify the future customers when they
come, what will be their lifetime value and what is their expected lifetime value and then we
can target our marketing and advertising on the groups that we believe and will bring high
revenue to the business in the future.
Major Findings:
Our CLTV system predicts future value on an individual user basis with a statistical model
which includes features that account for nearly all aspects of each customer’s relationship with
our platform. The present study attempts to empirically investigate profitability of set of
customers to find out the extent to which they are suitable for retention purposes. The study
used the methodology of calculating CLV and identifies the customers with the greatest
potential for retention. Based on CLV calculations, the study holds interesting implications for
firms seeking customer retention. It is possible to have better selection of customers to be
retained, and to seek refinement of strategies to help in turning the high CLV customer to stay
over the longer duration. Analysis also reveals that firms may actually opt out some customers
who are least profitable, and has only negligible effect on the value of customer equity base.
Research Implications-
Companies seek to identify and reduce the churn rate of valuable customers, and to acquire
loyal and profitable customers. Therefore, to identify profitable customers, it is necessary to
use a disaggregated metric called customer lifetime value (CLV). As a first step, companies
must quantify existing and potential customer’s value in order to increase CLV the discounted
difference between a customer’s revenues and sales costs. Identifying profitable customers
requires knowledge about customer traits relating to high profitability.The process reorients
the traditional business models to suit the integrative approach of customer relationship
management by emphasising customer life time value rather than product life time value. The
concept of customer life time value helps the marketer to analyze the cost of acquiring, serving
and retaining a certain set of customers in the market. It is a concept used to assess a business's
customers worth and an accurate metric in measuring the company's potential customers. The
CLV plays an important role, an effective and efficient concept for companies dealing with the
global and local competition oriented to improve customer service.
Customer lifetime value has been of significant importance to marketing researchers and
practitioners in specifying the importance level of each customer. By means of segmentation
which could be carried out using valuebased characteristics it is indeed possible to develop
tailored strategies for customers. In fact, approaches like data mining can facilitate extraction
of critical customer knowledge for enhanced decision making.
Any brand spend a lot of investment on marketing and marketing campaigns and personalized
marketing So identifying if the customer is a valuable customer or not is very important. To
better strategies, the use of this marketing expenditure towards the customer that we believe
will bring high value for the future.There will be customers who will spend high average
monetary value or they would buy frequently from us, or they are subject to be loyal to the
brand.In another way, it is a way to benefit from the RFM analysis to correctly target the
customer based on their expected lifetime value spent.It will tell us if the expenditure will lead
to retaining the customer and increasing the lifetime value of it.
Keywords
Customer lifetime value, Customer segmentation, Lifetime value modelling, Data mining,
Customer analytics , Customer Retention,CLV,RFM, Customer Loyalty.

Need for human interaction vs Artificial Intelligence: Consumer acceptance of

Intelligent Virtual Assistants based on Attitudes in the Financial technologies sector
Bhanu Priya, University of Jammu
Dr. Vivek Sharma, University of Jammu

With artificial intelligence entering all spheres of technology, it has also prompted financial
businesses to enter into intelligent financial technology (FinTech). Chatbots and virtual
assistants all examples of how AI is used in the financial services industry. Whereas many
companies are humanizing their customer service chatbots and Intelligent Virtual Assistants
by giving them names and avatars, no research has been conducted on how IVAs (Intelligent
Virtual Assistants) influence customer responses in the financial service setting. The present
study aims to examine the role of artificial intelligence related factors such perceived
anthropomorphism, perceived animacy , perceived intelligence on the attitude of the user to
use chatbot and IVA in the context of Financial services. The moderating role of need for
human intelligence have also been examined on all the AI factors. A total of 200 fintech users
responded to an online questionnaire after interacting with a chatbot. Smart PLS SEM 4 was
used to analyse the data and to test the hypothesis. Th e results showed that all the AI have
factors (Perceived Intelligence, perceived anthropomorphism, Perceived animacy) of the
chatbot have a significant impact on the attitude of the user to go for chatbot usage. The results
also showed that the need for human interaction positively moderates the two relationships
between AI constructs and attitude. This study provides empirical insight into the opportunities,
prospects and challenges pertaining to the use of AI in the area of financial services. It also
specifically calls into question certain preconceptions regarding AI and its role in financial
services, the chatbots adopted for financial service delivery and the role of marketing managers
in developing AI.

Understanding the impact of green marketing initiatives on green consumption

behavior- a step towards attaining sustainability
Kavita Ingale, MIT WPU School of Economics
Shubhankar Shukla, MIT WPU School of Economics

According to UNEP (2011), SDG-12 sustainable consumption and production is a building

block of circular economy which can tackle the problem of climate change by reducing Green
House Gases (GHG) emissions by up to 90 percent by 2060. The desire of consumers to engage
in green consumption behaviour is a prerequisite for the development of ecologically
sustainable consumption and production systems.
Consumer demand for goods and services that were produced in an environmentally
responsible manner, including one that involves recycling and protecting the planet's resources,
is referred as "green consumerism." In other words, green consumerism refers to the
development, marketing, and advancement of the consumption or use of products and services
based on their favourable ecological effects. It implies the development, marketing, and
advancement of the consumption or use of products and services based on their favorable
ecological effects.
Objectives
This paper explores the producers’ initiatives that affect consumer purchase decisions. The
present study also investigates the feasibility of incorporating greener consumption patterns
into modern lifestyles, given the rising availability of green products. The purpose of this paper
is to investigate how green marketing initiatives influence consumer behaviour.
Methodology
The electronic questionnaire was administered on the consumers above 18 years of age
recruited through convenient sampling to investigate the impact of green marketing tactics on
consumer purchase patterns. The study used established scales to measure consumers'
perceptions of environmental marketing tactics and 5 point-likert scale measure ensured the
uniformity in the scales. Owing to the complexity of model drawn on latent constructs the
structural equation modelling method was applied to test the conceptual model. The data is
analyzed using Smart PLS software.
Findings
The study highlighted the impact of green advertising and eco-labelling have a significant
relationship with green consumption pattern among the consumers. It can be inferred that the
consumers are easily influenced via advertising and showcasing eco-labelling on the green
items. On the other hand the hypothesis testing regarding branding and premium pricing
resulted invalid which throws light on the actual implementation status of the consumers who
are aware about the green products and have a concern about the environment but barely take
steps towards its implementation. The findings from the study provide novel insights that there
are positive influences of importance of green products, identification of green goods as well
as branding and packaging on green consumerism. The model provides compelling findings
for encouraging environmental participation and sustainable practices. It has a potential to
assist businesses to reduce the "green gap" and jointly create value with their clients.
Research Gap and Contributions
addition, due to the new nature of the research issue, it may open the door for future research
to address how to improve green output and consumption. This may further undermine
established manufacturing practises, which may in turn attract stakeholders and policymakers
to this area of study.
 Track Name STRAT-8 Track Date 19.11.2022/ 9.00 to
10.30
Track Chair Prof Som Shekhar Bhattacharyya

Post Pandemic Research on Students' Perception Towards Online Education

Environment
Nidhi Jhawar and Tarika Nandedkar

After the Right to Education was passed in 2009, India is continuously working on
strengthening its education sector, offering free and compulsory education and this progress is
significantly affected by the outbreak of Covid-19 pandemic. Education during Covid-19 was
totally dependent on the digital infrastructure that include internet, laptops and smartphones
along with the edtechs’. This change brings an opportunity for every stakeholder of education
system to adopt new and innovative techniques to rebuild and reshape education system.
Digital format of education system did not stop post Covid-19, however it has an addition to
the traditional teaching pedagogy. During the pandemic it was a forced implementation and
post pandemic it has become the New Normal. This research paper tries to identify the post
covid perception of students toward online teaching learning environment of the B-Schools.
Six factors of B-Schools environment are considered in this research and the factors are
teaching and learning through online mode and its effectiveness, evaluation process, institutes
administration, teacher as a facilitator and extracurricular activities. The descriptive study is
conducted and data was collected from 430 management students of various B-Schools of
Madhya Pradesh. Hypothesis has been framed keeping in loop all the six factors of B-School
environment. The research concludes the positive perception of students toward online
teaching learning environment of the B-Schools thus irrespective of pandemic the online
education system could be implemented in the New Normal.

A study on influences of social media ads campaign in political environment of Tamil

Nadu.
Surjadeep Dutta and Arivazhagan Ramanathan

Social media advertising is a form of digital marketing that involves sending sponsored
advertisements to your target audience through social networks like Facebook, Twitter, and
Instagram. Ads on social media are a quick and efficient approach to reach your target audience
and expand your marketing initiatives. Social Media Marketing are very much cost effective
and also useful for political parties in several ways which helps to promote them in best possible
ways as well as reduces corruption in road. Content marketing plays an important role which
influences the target audience of political parties to vote their party for the betterment of the
state. There are two types of ads campaign organic and paid ads campaign. Political parties can
select both for campaigning by selecting their target general audience. The purpose of the study
is to make the political parties aware of using social media ads instead of using offline ads
campaign which will improve the political system for the betterment of state as well as reduce
the corruption, traffic, violence around the state. The research conclude that political parties
spend large amount of money for their promotions in offline campaign which leads to
accidents, violence around. They should save the entire budget for the betterment of state by
using social media ads tools which will promote them and also people will also get satisfied
with these initiatives.
The Clean Scene: Clean-tech Startups as Drivers of Sustainability in the idea of Society
5.0.
Dr. Aubid Hussain Parrey and Gurleen Kour

Purpose: The study aims to describe the concept of clean-tech startups and their role in
actuating sustainability through the lens of society 5.0. in India.
Design/methodology: The study is conceptual and exploratory in nature. Insights are offered
to coherently link clean-tech startups and society 5.0 solutions with specific sustainable
development goals.
Findings: Clean-tech startups can offer the solutions which are in alignment with Society 5.0.
Due to their green technology and agility, they can play a vital role by bringing in new
innovation to achieve SDGs.
Limitations/Implications: The study provides a conceptual overview of the concepts. Further
studies can be conducted in future based on the suggested framework.
Originality/Value: While ample literature on sustainable entrepreneurship exists, studies
distinct to clean technology/ green tech startups and their relevance, especially in the context
of society 5.0 and SDGs in the Indian scenario are limited. This paper aims to highlight the
present contribution of such startups and provide a base for further future studies.

A review on the effects of digital transformation on teaching and learning in higher

education.
Bavithra Deepak, Dr.K. Santhana Lakshmi, Dr.Vijay Raja and Dr.Kumar G

Innovative and digitization in educational technology has transformed educating techniques.

Education at a higher level has recently begun to incorporate new technology as artificial
intelligence advances. The goal of this theoretical research seeks to look into the rise of digital
transformation in the school teaching process. This study looks at the pedagogical impact of
modern innovations on how schools educate and students learn. The purpose of this research
is to predict how digitization will affect the worldwide learning program in the future. Digital
approaches that are employed effectively are seen to be a means to improve the quality of
education. The obstacles of integrating digital transformation into academic institutions on the
other hand are highlighted. Digital transformation in schools has problems that students have
encountered in regards to student aid, educating, studying, and management also are explored.
This study offers a brief review from the most recent studies on digital application in the
classroom. The repercussions are discussed, as well as prospective study areas.

Prioritising leading roles of an engaged university towards community service- A fuzzy

AHP approach
Ishani Mishra, Dr. Vikas Thakur and Dr. Binita Tiwari

Universities all over the world have been crucial to the development of global economy and
human resource through effective dissemination of knowledge and research. Universities form
the crux of knowledge economy of a nation. They undertake a variety of roles and
responsibilities both regionally and globally to ensure socio-economic development. However,
with rapid changes in the socio-economic structure, cultural diversity and administrative
structure throughout the globe, it is expected that universities will keep up with the transition.
Initially, universities were simply expected to be knowledge disseminators. With the advent of
industrialisation and globalisation, roles such as performing impactful research and technology
transfer has been added to the list of performa of universities. Furthermore, the concept of
sustainability is the current trend of the globe which has garnered worldwide attention. Owing
to this, universities are entrusted with the responsibility to optimally engage the global
community to leverage socio-cultural, political and economic growth around them.
With the constant addition of roles and responsibilities, universities seem to have conflicting
priorities with respect to their obligations. While creation and dissemination of knowledge is
definitive, other functions such as creation, promotion and implementation of impactful
research, university extension, technology transfer, community service and fuelling invention
and innovation are seldom pushed to the backdrop. There is constant debate in literature as well
as in the socio-academic circle that universities have failed to generate impactful community
based research and are thus alienated from their operating communities. It is to address this
challenge that the study aims to identify and prioritise essential roles and functions of a
university. Apart from this, the study will also propose recommendations to gain balanced goal
achievement through uniform implementation of the identified roles.
It was initially believed that universities around the world had only three key roles to play,
namely- teaching, research and transfer of technology. However, the study has undergone a
thorough literature review to identify 6 major roles and functions of a university – Teaching,
impactful research, transfer of knowledge and technology, professional training, community
service and promote civic participation and networking. The study will adopt fuzzy AHP
technique to prioritise the above mentioned roles and functions of a university. The sample of
the study will constitute a team of 4 research scholars and 4 professors. The expert panel will
rate the above mentioned roles and functions as per their discretion, after which required
calculations will be carried out in matrices form.
The prioritisation will help universities determine the need and urgency of a particular role
above the other. More importantly, the results will help identify the perspective of internal
university stakeholders with respect to the assigned roles. The results will also verify if
universities lack impetus towards functions apart from traditional teaching and research. The
outcome of the study will be helpful to researchers and academicians alike in ascertaining the
approach to take crucial decisions in conflicting scenarios, while at the same time, providing a
platform to evaluate sub-functions under the 6 broad heads mentioned in the given study.
 Track name Fin-8 Track date 19.11.2022/ 9.00 to
10.30

Track chair Ankita Dash

Bias Against Protected Classes in Automated Financial Service

Alagappan Arunachalam, Christ Deemed to be University, Lavasa
Pritisha Sarma,Christ Deemed to be University, Lavasa
Shashwat Seth,Christ Deemed to be University, Lavasa
Tarun Hirani, Christ Deemed to be University, Lavasa
Manjari Sharma,Christ Deemed to be University, Lavasa

The following paper reflects upon the biases arising from the rapid adoption of AI for
automated decision-making in the financial industry. Automating helps companies scale up
their business with faster and more profitable decisions made by AI. But it has been found that
using AI in decision-making can lead to biased decisions for some customers. This bias can
arise due to many reasons, the most common of which can be bias in the developer of the
algorithm. Historically, bias has always been in place in the financial industry against women
or people of color. These biases are transferred to algorithms in the language of computers,
which later give biased decisions. The cause of bias is not limited to humans but is the first
window for bias to enter algorithms.
This paper gives an overview of the traditional method of credit scoring, lending mortgages,
and insurance pricing, followed by an analysis of these services in the world of automation,
causing bias against protected classes like ethnicity, gender, race, etc. We analyse the existing
studies on the topic, which mainly revolve around the United States of America (USA) and the
European Union (EU), and conclude with future direction for research in algorithmic bias in
the financial industry.

An Empirical Investigation into Operational Efficiency of Life Insurance Companies in

India: A Case of HDFC Life Insurance Company Limited
Vaishnavi Gupta, NMIMS University
Dr. Mahendra Parihar, Associate Professor at NMIMS University

The market for insurance is currently one of the largest and fastest-growing in our country.
Nevertheless, because of the limitations imposed by certain factors, it has not grown to the
extent of its total potential. This resulted in a variety of challenges on an operational level, as
well as many other difficulties. When looking at the insurance industry in India, the HDFC
Life Insurance Company Limited, in particular, has been taken as a case for the purpose of this
study as a means of investigating it. The methodology adopted for the study includes the use
of secondary data and primary information/observations through various sources. Further,
normalization of the secondary data taken for the study is done using python and then a multiple
regression model is used to test the hypothesis. The findings indicate that growth of Life
Insurance Company is significantly impacted by the GDP growth, marketing expenditure and
life expectancy at birth along with business development (but limited). Thus, the study
concludes that there is a possibility that HDFC Life Insurance Company Limited's business
operations would be more viable if they placed a greater emphasis on marketing expenditures,
taking into consideration the expansion of GDP in our economy. According to the hierarchy
rule, this is because consumers are only going to purchase an increasing number of insurance
policies once their income has increased.

Technology-driven financial system: Current Scenario and the way ahead

Hrishikesh Kakde, MGM University Auranabad
Dr. Kaveri Lad, Dr. Babasaheb Ambedkar Marathwada University, Aurangabad

The Indian Financial System in recent times has undergone sea changes with the infusion of
technology. The Tech-driven forces have reshaped the ecosystem used within the financial
system. The changes began around late 2010 and further the pandemic situation has accelerated
the changes & also the past experiences of demonetization have triggered the acceptance of the
nuances of the new age financial system. The evolving system has successfully eliminated the
constraints of the previous version of the Indian financial system, which incidentally has
thrown up new challenges. Dissemination of information for spreading financial awareness and
financial education of the masses has become possible with the new age system thus impacting
positively vis a vis financial inclusion, reduction in the transaction costs for the customers and
financial service providers yet the increased risk, security concerns, infrastructural bottlenecks,
high volatility in financial markets, the governance and thus adverse impact on the financial
wellness of an individual are some of the areas under new age financial system seeking special
attention. This study is an attempt to review the fundamentals of the new age financial system,
how it would help further the stakeholders, to overcome the inherent limitations of the old
system, and also to investigate the potential changes that could take place in the different areas
within the new age financial system.

Mapping of Financial Decision using EEG

Neetu Malhan, Bhagat Phool Singh Mahila Vishwavidyalaya
Sanket Vij, Bhagat Phool Singh Mahila Vishwavidyalaya

Due to the limitations of self-reported techniques (e.g., questionnaires or surveys) in predicting

financial decisions, more objective and accurate tools from the fields of neuroscience are being
used in the field of finance. EEG is one of the neuroscientific tool that overcomes the limitation
of self-reported measure of individual decision-making. Despite an increase in EEG-based
research, studies on the mapping of financial decisions on brain areas and processes are scarce
and ambiguous in academic literature. This topic of research requires a comprehensive grasp
of its evolution, existing breadth, and potential areas in the field of finance due to its
complicated nature and continual expansion. As a result, our present study is one of the first to
provide a comprehensive review of application and suitability of EEG in financial decisions.
Our findings indicate various financial decisions that should be considered in future studies.
The present study also establishes a research agenda for the future, and so serves as a starting
point for financial advisors, academicians, and professionals interested in using EEG
technique.

An Analytical Study of the Elements Driving the Selection of Credit Card in India
Dr. Shalu Kotwani, Shri Vaishnav Institute of Management
Dr. Prachi Nikam, Shri Vaishnav Institute of Management
Dr. Sandeep K Malu, Shri Vaishnav Institute of Management

Purpose- This paper empirically explores the determinants (bank specific, industry specific and
macro-economic) of income diversification across interest income and non-interest income as
well as within non-traditional income sources i.e. noninterest income of all scheduled
commercial banks in India over a period of 2004-2005 to 2020-2021.
Design/Methodology/Approach- A total of 110 banks, including 29 public, 31 private and 50
foreign banks with 1355 observations are sampled in this study. Due to the bounded nature of
the dependent variable (proxies of income diversification), the panel tobit regression model is
used to explore the determinants of income diversification decisions in the Indian banking
sector through STATA software. Income diversification across interest and noninterest income
is measured by employing Herfindahl Hirschman Index (HHI). In addition, a ratio of
noninterest income over operating income is used for diversification within non-interest
income in the current dataset. Bank-specific and macroeconomic data are gathered from the
official website of the Reserve Bank of India (RBI) and are supplemented by annual financial
reports of banks.
Findings- Results show that all bank specific, industry specific and macro-economic variables
as determinants of income diversification in the model are statistically significant. The findings
of Tobit regression reveal that income diversification is positively influenced by bank size (
log of total deposits & advances), ATM technology advancement( log of ATMs), cost-income
ratio( operating expenses to operating income), return on assets ( profits after tax to average
total assets), and insolvency risk (Z-score). However, the decision to diversify the income
sources is adversely impacted by liquidity risk (liquid assets to total assets), financial leverage
(capital to total assets), cost of deposits, market competition (HHI index), and the deposit to
loan ratio. Macroeconomic factors that encourage income diversification in the Indian
economy include slow economic growth (GDP growth), high levels of inflation (growth in WPI
index), and a limited role for banks in financial intermediation (industry assets to GDP).
Practical implications- The present study employs a wide range of variables to identify the
determinants of bank income diversification to provide managers and regulators with strategies
to deal with the diversification of banks' sources of income.
Banks that are still primarily engaged in interest-generating activities can diversify into non-
interest-generating activities by managing bank-specific factors such as liquidity risk, equity
ratio, cost of deposits, increasing bank size, advancing technology, increasing shareholder
returns, and employing more resources (high cost to income ratio) to get benefit from new
trends of income diversification in the Indian banking industry.
Originality/Value- To the best of our knowledge, this is the first study to examine the various
bank specific and macroeconomic determinants that affect income diversification in the Indian
banking context. We also investigate new variables, such as technological advancement and a
market concentration index for measuring competition which have not been investigated in
existing literature concerning bank income diversification in the Indian context.
Keywords- income diversification; Indian banks; non-interest income

Mapping of Socio-Economic Condition and Occupational Structure of Patuas in the

context of Pattachitra : A Study from Bharatpur Village in Bankura, West Bengal,
India
Ms Pinki Dey, Adamas University
Dr Nilanjan Ray, Adamas University
Dr. Chinmaya Kumar Dash, Adamas University
Dr. Dillip Kumar Das, The University of Burdwan

This study explores the socio-economic condition and occupational structure at Bharatpur in
the context of Pattachitra. Pattachitra promotes the local economy, social and cultural change,
and lifestyle of people residing around the sites. This present study focused on figuring out the
impact of Pattachitra on residents' Socio-Economic Conditions and occupational structure at
Bharatpur, figuring out the Governments' initiative for the promotion of rural craft in West
Bengal, and discussing possible policy prescriptions and recommendations on the impacts of
pattachitra on quality of life. The sample size was limited to 95 painted scrolls to map the socio-
economic status and occupational structure in the study area. It is therefore suggested that
parchment painting (Pattachitra) in Bharatpur must develop its infrastructure and thereby
promote its offerings in a sustainable way.
 Track Name IS-8 Track Date 19.11.2022/ 9.00 to
10.30
Track Chair Badri Narayan Gopalakrishnan

AI based Minutes of Meeting

Narayana Darapaneni, GREAT LEARNING
Anwesh Reddy Paduri, GREAT LEARNING
Nalli Swarna, GREAT LEARNING
Soundarajan R, GREAT LEARNING
Sridhar Babu Pv, GREAT LEARNING
Vrc Somayajulu, GREAT LEARNING
Sunil Singhi, GREAT LEARNING

Minutes of Meetings (MoM) are the most crucial record of an organization as they keep track
of any key decisions and agreements that were made during a meeting. In the conventional
method of manual scribing of MoM, there are more chances of missing out on decisions,
agreements, and follow-ups on important action points. Summarizing meetings in the form of
structured minutes from speech can potentially save up to 80% of the time. In this paper, we
proposed a solution to automate the MoM using Artificial Intelligence (AI) techniques, we
focus on designing and developing KRPCS AI model, for meeting minutes generated from
audio data & that can summarize, analyze the methods and tools for automatic minuting with
the existing types of datasets. Automated Minute Model Creation (KRPCS) uses machine
learning to derive key information from important discussions. It’s an automated system to
create transcripts and minutes of a meeting with the added advantage of Speaker Identification,
Speaker Verification & Speaker Diarization that can recognize the speaker from noisy audio
data. The model we propose can transform an audio file into plain text using Deep Neural
Networks (DNN), recognizing the speaker using Mel Frequency Cepstral Co-efficient (MFCC)
as well as summarizing the meeting transcript into condensed minutes with the help of
Transformers. To show the subject of the meeting and the action items in the final template, a
text summarization algorithm is used that can extract meaningful key phrases and summary
sentences from the complete meeting text. In addition, sentiment analysis for meeting the text
of different speakers can make the agreed action more humane. Our robust system is evaluated
on a real-world audio meeting dataset that involves multiple speakers in each meeting session
& trained through open-source audio files.

AI-powered Data Insurance - The Armour Product Enables to Predict the Probable
Attack
Narayana Darapaneni, GREAT LEARNING
Anwesh Reddy Paduri, GREAT LEARNING
Ruchi Saxena, GREAT LEARNING
Ashutosh Sundaram, GREAT LEARNING
Abhishek Mallick, GREAT LEARNING
Chaitanya Chandrakant Kelapure, GREAT LEARNING
Saurabh Trikha, GREAT LEARNING

Individuals cannot manage the complexity of activities and the volume of information needed
to secure cyberspace without significant automation. But in order to adequately defend against
security risks, technology and software with conventional fixed implementations are
challenging to design (hardwired decision-making logic). AI machine learning techniques and
machine simplicity can be used to treat this issue. This study presents a succinct overview of
AI implementations of various cybersecurity utilizing artificial technologies and assesses the
likelihood of strengthening the defense mechanism to increase cybersecurity capabilities. After
reviewing the available artificial intelligence software for cybersecurity, we may assume that
useful applications exist. They employ artificial intelligence algorithms like ID3 (Iterative
Dichotomiser 3) to first secure the perimeter and many other cybersecurity domains. On the
other hand, it was evident that certain cybersecurity issues could only be effectively solved by
applying artificial intelligence techniques. For instance, thorough knowledge is crucial for
making strategic decisions, and logical decision support is one of the unresolved cybersecurity
concerns. Serving this system in the cloud will also give you a simple, centralized way to serve
several systems at once, resulting in initial security without sacrificing performance or
resources. With the provided dataset, the system can be improved to the point where the assault
can be recorded at the first opportunity.

A Study on Emerging Digital Ecosystem - Implications for SME 4.0

Dr. Neha Sharma, Shanti Business School
Dr. Prashant Pareek, Shanti Business School

In today's world businesses are adopting digital technologies at an unprecedented pace, these
technologies are social, mobile, analytics and cloud popularly known as SMAC. Today
organisations are operating in such environment where they need to move beyond adoption
silos of these technologies because they are now a necessity for the survival of organisations,
in near future small and medium enterprises (SMEs) also cannot escape from making these
technologies an intrinsic part of their operations.
Various observations reveal that small and medium enterprises often overestimate the benefits
of technology in the short term and underestimate its power of transformation in the long term.
Digital technology may enable a new epoch of transformative growth.
Small and medium enterprises are going to operate in the world of industry 4.0, digital
transformation will no longer be an option or even a competitive advantage but it is going to
become the necessity for doing business. Small and medium enterprises will face the challenge
of ever evolving demands from customers, employees and partners, successful organisations
will be those that build upon foundational digital capability and will be in a position to apply
the new age technologies and innovations to differentiate themselves in how they create,
deliver and capture values.
Industry 4.0 will consist of a range of technologies that will advance the communication and
connectivity. Internet of things, 3D printing, bioengineering, distributed ledger technologies,
artificial intelligence, cognitive systems and Quantum computing are going to be the facade of
Industry 4.0 and ultimately SME 4.0
In the proposed study we will explore how organisations can leverage digital technologies to
impact their business model by driving efficiencies, fuelling the innovation and disrupting
industries
This study will also examine few technologies like IOT and the intelligent edge, Mixed reality
and digital twins, 3D Printing and Cognitive systems which are going to have huge impact on
small and medium enterprises, and how small and medium enterprises can enhance their
performance by reaping the benefit of industry 4.0 technologies in order to become SME 4.0
in true sense.
This study will also briefly focus upon the issues beyond technology in future Business models
and thinking, in relation to small and medium enterprises.
 Creating a Digital Space for Handicraft Products
Diti Vyas, Anant National University
Deepak Krishnan, Mangrove Wealth

The paper undertakes to study the how digital technologies are transforming the
entrepreneurship of small-scale handicraft artisanal communities in Kutch district of Gujarat.
High priority tourism development and high concentration of handicraft related for-profit and
not-for-profit organizations have over a period given impetus to the sales of traditional
handicraft products. However, paper postulates that the exploration of new-age social media
platforms such as Instagram and Facebook and exposure to digital artifacts in the form of
handicraft making virtual masterclasses and online workshops during the lockdown,
transformed the small-scale handicraft artisans into independent entrepreneurs. Through this
empirical study, this paper predicts the longevity and consistency of the artisanal
entrepreneurial stints in the digitally cluttered space by measuring digital literacy, digital agility
and adaptability, motivation and constraints.

Healthcare Technology Adoption in Hospitals of Hyderabad – Artificial Neural

Networks (ANN) based SEM technique approach
Surya Neeragatti, University of Hyderabad
Ranjit Kumar Dehury, University of Hyderabad

Healthcare industries worldwide have undergone significant changes in recent decades due to
advances in information technology. The advancements in technologies improved the quality
of healthcare services in India. Health Information Technology (HIT) can be utilized to obtain
real-time healthcare information, which helps in handling and process data across hospitals. As
the adoption of HIT in India is still in the nascent stage, this study look into the performance,
facilities, and effectiveness of HIT in multispecialty hospitals in Hyderabad. Literature shows
that researchers used the unified theory of acceptance and usage of technology (UTAUT) to
estimate the public's behavior intention (BI) in acceptance of technologies. This study used the
variables of UTAUT, and followed the different way of models in which the Performance
Expectancy (PE), Effort expectancy (EE), and Facilitating conditions (FC) lead to the
satisfaction of usage of HIT, which leads to the BI of healthcare workers to adopt the HIT in
NABH certified hospitals of Hyderabad. Recent studies suggested new SEM techniques as the
complexity of different theoretical models increases. As the Artificial Neural Networks (ANN)
can investigate the relations of a model with many layers and functions of each variable,
Authors (Hackle & Westlund, 2000) suggest that the ANN-based SEM technique is best to
answer this complexity in a typical SEM technique. So, this study also contributes to the
literature on IT adoption studies by testing the ANN-based SEM technique in investigating the
relationship of PE, EE, and FC on the Satisfaction of the users in the usage of HIT. An online
survey was conducted using Google Forms with respondents of the healthcare workers using
HIT. We received 270 responses, of which 265 responses were finalized after checking the
correctness and completeness. The scales of all the constructs are reliable, with Cronbach's
alpha of more than 0.7. The results show that all the variables PE, EE, FC are positively related
to the user's satisfaction and the BI of users to adopt HIT. With this study, we contribute to the
literature in terms of a new way of modeling to investigate BI and societal contribution that is,
every healthcare organization should look into the satisfaction of the healthcare workers in the
usage of the HIT by providing good performance and effectiveness HITs. This study suggests
that all manager-level personnel should be provided with an excellent facilitating condition for
the usage of HIT in their organization which leads to satisfaction in their job by using HIT.
This would ultimately lead to the satisfaction of the users in adopting HIT. We also suggest
that future researchers to follow this model in different industries and regions to generate a new
way of adopting technology. As we tested the practicality of an ANN- SEM technique, this
resulted in the same behavior with the SPSS regression model analysis, validating the SEM
technique. ANN can be placed in SEM technique and considered in different ANN settings.

An Investigation of Generation X's Intention to use UPI in Mumbai

Monika Shrimali, Atharva Institute of Management Studies
Dr. Ansha Gupta, Atharva School of Business

Purpose: By 2026, the size of the global digital payment market is anticipated to reach USD
180.2 billion, growing at a 15.4% CAGR. Due to global attempts to promote digital payments,
the increasing prevalence of smartphones enabling m-Commerce growth, an increase in
eCommerce sales, and increased internet penetration, the market for digital payments is
anticipated to expand. The Unified Payments Interface (UPI) system has accomplished another
feat by recording the most transactions in a single month in May 2022. According to a survey
by the National Payments Corporation of India (NPCI), people under the age of 60 favored
cards, while younger and middle-aged people were big fans of UPI and mobile wallets. Global
counterparts lag far behind in terms of digital payments; thus India's UPI is being evaluated as
a test case for real-time payments. The paper is intended to identify the usage of UPI in X’s
generation residing in Mumbai city. An attempt has also been made to analyze X’s Generation
satisfaction towards various aspects of UPI and major problems faced while using service
access.

Design/Methodology/Approach: Both primary and secondary method has been used to find the
answer of the research problem. In secondary method a renowned international double blinded
research paper has been studied whereas in primary method the structured questionnaire-based
technique on the factors performance expectancy, effort expectancy, Ease of Use, Benefits,
Trust, self-efficacy, Social Influence, Facilitating Condition, and Cash & reward used. The
sample frame work consists of 146 from 150 respondents residing in Mumbai city of
Maharashtra state. The convenience sampling method has been used to collect the data from
five sub-divisions i.e. Mumbai, Dadar, Thana, Kalyan and Panvel. The research design focused
on the generation of the people born from 1965 to 1980.

Finding/Result: This study is significant since it chose the potential client group i.e. Generation
X, to investigate the factors influencing their adoption of electronic payments. To stimulate the
adoption of Generation X, marketers can decide which factor should be to include in increasing
use of digital payment initiatives. Level of Usage of UPI in Generation X found to be less due
to several factors.
 Track Name PT-11 Track Date 19.11.2022/ 9.00 to
10.30
Track Chair Raj Kovid & Dr. Tarun Dhingra

Identification of Entrepreneurial Education Contents in Digital age: A Multi-method

Study in Indian Business Context
Kanika, Dayalbagh Educational Institute
Sumita Srivastava, Dayalbagh Educational Institute

Rational of the Study

India is undergoing a demographic transition with the proportion of working-age population
between 15 and 59 years also referred as the Demographic Dividend which is likely to increase
more in the coming years. In order to tap this dividend, Indian economy needs to generate
ample job opportunities so that this economically active population can be absorbed. In
addition to this, unemployment seems to be a chronic situation for the country. According to a
report published by the Labour Ministry, unemployment rate in the country during 2012-13
was 13.3 per cent for the age group 15-29. It further observes that “people in employment are
actually overqualified for the job they are doing and therefore society is losing their valuable
skills and forfeiting stronger productivity growth that would have been achieved”.
Entrepreneurship seems to be one of the ways to solve the problem of unemployment and
underemployment in the country.
Unemployed entrepreneurship has a tremendous effect which helps in pushing more people
towards selfemployment and business ownership. This leads to greater levels of employment
and economic growth. In the Global Competitiveness Index (GCI) 2015-16 India has scored
16 points and moved up from its earlier ranking of 71 to 55 out of a total of 144 countries.
Region-wise among the emerging and developing Asia India ranks sixth after Malaysia (18),
China (28), Thailand (32), Indonesia (37) and Philippines (47). India does have the potential to
move ahead of these countries. In the World Bank’s Ease of Doing Business Ranking 2015,
India is placed at 142 place out of a total of 189 economies. But on the startup front India ranks
third position globally with 4200 startups. The new Initiatives in promoting startups would
enable India to move up to the top position. In India, entrepreneurship scenario is not very
satisfactory due to various reasons. Inappropriate education system that does not promote
entrepreneurial acumen in students is a significant 2 factor responsible for this. Indians have
entrepreneurial capacity however the society is not very encouraging towards entrepreneurship.
To a great extent, the Indian society seems to be risk averse. People tend to seek secure and
long-term employment, such as government jobs. The physical infrastructure also lags behind
and needs improvement. Social Attitudes, lack of capital, inadequate physical infrastructure
and lack of support are major factors of that limit entrepreneurship in India. Thus the building
of entrepreneurial capacity and developing an acumen to pursue entrepreneurship becomes
important in the present scenario. This can be done by providing students the education which
helps in developing a natural acumen and capacity so that it does not hinder the pursuance of
entrepreneurship at present when the government of India is extending support for it.
Therefore, education is critical to the development of an economy from poverty level to the
level of self-sustainance and development. The current curriculum in the majority of business
schools in India prepares the average graduate to become employed by the available firms or
business owners in the society. For graduates in other streams, the employment opportunities
are very limited. Although government is encouraging vocational education at various levels
to 3 improve the status of employability among youth population in India but, somehow there
have not been much efforts towards encouraging self-employment as a career choice among
them. There is a need to introduce an overhaul change in the current education inputs so that
young students develop a natural acumen towards entrepreneurship and they consciously
choose this as a career. The government of India is promoting entrepreneurship through its
various initiatives. In keeping with this spirit the Ministry of MSME is implementing the
entrepreneurship development and skill upgradation schemes through appropriate training
facilities.
The proposed study is an attempt to identify the entrepreneurship education contents that help
in inculcating the entrepreneurial intentions among students and encourage them to opt for
entrepreneurial pursuit.
Research Gap
Though a lot of research has been done on entrepreneurial education, its contents and
entrepreneurial intentions, a study employing holistic approach involving various stakeholders
is missing in this regard. This study takes into account various stakeholders, educators,
entrepreneurs and students so that more comprehensive results can be achieved.
Also, a research gap identified by the researcher is that there are less multi method studies in
this regard. The use of multi method work are (Tashakkori & Teddlie, 1998): triangulation –
seeking to validate data and results by combining a range of data sources, methods, or
observers; creativity – discovering fresh or paradoxical factors that stimulate further work; and
expansion – widening the scope of the study to take in contextual aspects of the situation. It
helps in providing a comprehensive picture of the unit by providing a wide view and coverage
which would have been achieved otherwise (Banoma, 1985).
Research Methodology
The study has used multi methods i.e. both quantitative and qualitative data. A sample of 200
involving the adequate representation of all the stakeholders has been contacted for the study.
In depth interviews of 50 respondents have been conducted to collect the qualitative data. The
grounded theory approach has been employed further and a model has been derived from it.
The standard questionnaire (Linan, 2007) for students along with structured questionnaire
based on the standard inventory (Linan, 2007) for the teachers was used for assessment of
different components of the proposed framework.
Results
The results and outcomes of the study help us in developing a model of entrepreneurial
education contents. Also, a grounded theory model has been developed in the study to have a
comprehensive view of the education contents which would inculcate entrepreneurial
intentions among students.
The results indicate that the theoretical understanding of the start up process and development
of practical entrepreneurial skills and knowledge lead to increase in entrepreneurial intentions
in students. The practical hands-on exercises provided to students as a part of entrepreneurial
education also helps to increase the entrepreneurial intent among students. They develop a
more realistic and practical perspective on entrepreneurship where they come across the
complexity and challenges involved in a start-up. It enlightens students about entrepreneurship
which further enables them to take independent decisions about their career.

Figure 1: Entrepreneurship Education contents model (self-constructed by authors)

Contributions in Policy Making/Theory Building
Entrepreneurship in Indian context has been a subject of great curiosity but little research has
been conducted on the relevance of entrepreneurship education for encouraging the students
for entrepreneurial pursuits. There is lot of emphasis on entrepreneurship education, vocational
courses and skill building training programs in the current policies of government of India.
Business schools and universities are imparting entrepreneurship education. Apart from this,
specialized institutions with the sole objective to promote entrepreneurship have been set up
by the government. The findings of the proposed work would help us in understanding the role
of education contents in inculcating the entrepreneurial intentions. The stakeholder’s approach
will be used for the study to get a holistic view. Apart from this, the use of multi methods in
the research would help in identifying a comprehensive and holistic model. It will also serve
as a guideline to design appropriate contents for entrepreneurship education. Hence, the data
can be used as a reference for designing appropriate education and training interventions to
encourage students to pursue entrepreneurship.
References
Bonoma, T.V. (1985). Case Research in Marketing: Opportunities, Problems, and a Process.
Journal of Marketing Research, 22, 199-208.
Linan, F. (2007), “The role of entrepreneurship education in the entrepreneurial process”, in
Fayolle, A. (Ed.), Handbook of Research in Entrepreneurship Education, Edward Elgar,
Cheltenham and Northampton, MA, pp. 230-247.
Tashakkori, A. & Teddlie, C. (2003). Handbook of Mixed Methods in Social & Behaviora

Examining the Mediating Role of Organizational Trust in the Relationship Between

Inclusive Workplace and Employee Engagement
Deepali Soni, Amity University Madhya Pradesh
Pooja Mehta, I K Gujral Punjab Technical University

Purpose
The purpose of this paper is to examine the relationship between employees’ perceptions of an
inclusive workplace and employee engagement. It also attempts to investigate the role of
organizational trust in the relationship between employees’ perception of an inclusive
workplace and employee engagement. Additionally, the difference in perception toward the
inclusive workplace along the three major dimensions of demographics namely, gender, age,
marital status, income, organizational tenure, and educational qualification have been assessed.
Design/methodology/approach
Multi-stage sampling technique is employed to collect primary data through a self-administered
questionnaire from 485 employees working in the Indian banking sector in the Delhi region.
The data set was analyzed using statistical tools like descriptive statistics, structural equation
modeling, and multi-group analysis (MGA) using SmartPLS 4 software.
Findings
Results of the structural equation modelling reflected direct and significant relationship
between inclusive workplace and employee engagement. It has been observed that
organizations with a conducive climate of inclusion will result into high level of employee
engagement among employees working with Indian banking sector in Delhi region. Mediating
role of organizational trust has also been confirmed. However, MGA reveals that gender, age,
qualification, tenure and income turned out to be significant in explaining the difference in
employees’ perception towards inclusive workplace and employee engagement whereas
marital status was insignificant in explaining the same
Research limitations
The present study established the relationship between inclusive workplace and employee
engagement, entirely based on the perception of employees from the banking sector only. The
study was cross-sectional in nature which limits the scope of the study as it does not provide
an understanding of the enhancement of employee engagement over a period of time.
Implications
This study provides guidelines for managers and policymakers to understand and foster an
inclusive workplace that will enhance employees’ trust in the organization to exhibit a higher
level of employee engagement.
Originality/value
Very little research had examined the relationship between an inclusive workplace and
employee engagement with organizational trust as a mediator. This research will add value to
the existing literature on inclusive workplaces and its probable impact on employee
engagement by examining the moderating relationships with respect to gender, age, income,
educational qualification, organizational tenure, and marital status of employees working in the
Indian banking sector.

Challenges in International Trade ,Global Culture & Business Ethics ,Supply Chain
,FDI & Immigration
Aditi Singh, NMIMS

Globalization today has created more opportunities for International Business ,at the same time
it has created challenges in Trade,Cultural & Ethics ,Supply Chain ,FDI & Immigration
.Strategic Management is concerned with Organizational Perfomance .Stakeholder Analysis
and managing for Quality is an important aspect of International Business.Business Ethics and
Ethical Behaviour helps in making key decisions .Various International Trade theories helps to
understand the realities of Global Business.

Assessing the Barriers of Blockchain in Food Chain using DEMATEL Approach

Sanjukta Basak, CHRIST Deemed To be University
Deepak Jotwani, CHRIST Deemed To be University
Shefali Srivastava, CHRIST Deemed To be University

Purpose: Food is the third next substance we require for sustenance after oxygen and water yet
food wastage is a major issue on a global scale and its reasons relate to economy, environment
and food security. Between 25% and 50% of food produce is lost during the supply chain. The
wasteful use of natural resources like water, electricity, and land has an influence on the
ecosystem as well. (Kosseva, 2013) Investments in agriculture and technological advancements
and infrastructure are increasing production, but yield growth is reducing. Reducing food losses
and waste would minimize the need for production increases, which consume a sizeable
amount of agricultural output.
Unfortunately, these food wastes are not managed properly in many poor countries where
substantial volumes of them are created since it is unclear what dangers and benefits, they
would have under ideal management. Government programs have sought to prevent trash from
ending up in landfills through regulation, taxes, and public awareness campaigns. From the
time the perishable fresh food is harvested until it reaches the buyer, there is a sizable amount
of waste in developing countries like India. (Kosseva, 2013). Few studies have been conducted
on the factors that contribute to food losses, the benefits of sustainability, and the application
of food technology to cut down on waste and increase sustainability.
Food science is well qualified to contribute to more sustainable solutions since it deals with
all elements of complex systems as well as the environmental, social, and economic aspects of
sustainability. This is due to its pragmatic and scientific approaches, which enable it to provide
the building blocks for innovation and the formulation of public policy. (de Vries, 2021). Food
systems' efforts to achieve more sustainable results are significantly aided by food science and
technology. A cutting-edge solution to address urgent sustainability issues in the world's food
supply networks is blockchain technology. Only a few studies, though, have critically analyzed
the technology's contribution to sustainability. The potential of blockchain technology to
support sustainable changes in food supply chains by drawing on the literature on
sustainability-oriented innovation and innovation resistance theory. (Friedman & Ormiston,
2022) Blockchain, the technology that powers Bitcoin and other cryptocurrencies, is
revolutionizing supply chains, industries, and ecosystems by resolving their most pressing
issue of a lack of real-time visibility and transparency. Food supply chains present unique
difficulties and potential risks to the health and wellbeing of consumers, which is why
Blockchain traceability solutions have emerged as a crucial tool for this sector. Due to its
environmental impact (the food industry produces one-quarter of the world's greenhouse gas
emissions) and the rising tide of food fraud cases connected to foodborne illnesses globally,
the food industry has become one of the top candidates to benefit from blockchain traceability
solutions in recent years. (“How will block-chain technology revolutionize food supply chain,”
2021) We formulate these research questions:
1. What are the challenges faced by blockchain technology when implemented in food
industry?
The following objectives have been framed:
1. To identify and understand the challenges faced in the implementation of food technologies
such as blockchain.
2. To understand the cause and effect of challenges to the implementation of blockchain
technology.
This study contributes in identifying issues and situations hindering the widespread
implementation of blockchain technology and suggests possible solutions for the same.
Literature Review:
Food loss is a serious issue. Fresh produce fruits and vegetables are prone to perishing in a
short time frame and also are susceptible to wastages in large quantities in the supply chain
from harvesting stage to reaching the end consumer is very high in emerging markets like India.
The lack of scientific methods in harvesting and multiple intermediaries in the chain are some
of the biggest factors that drive huge food losses and can be considered as the root causes. (M.
& K., 2016) Food science and technology substantially contributes to sustainability in food
chain. The sustainable outcomes are well-suited to contribute to more sustainable solutions
because it deals with all complex system elements as well as with the environmental, social
and economic dimensions of sustainability. This is due to its scientific and practical approaches
to provide ingredients for policy making and innovation. (de Vries, 2021)
One of the prominent technologies right now is the block-chain. This has a sustainability-
oriented innovation that can ensure fairer supply chains, enhance food traceability, and drive
environmental sustainability. (Friedman & Ormiston, 2022). Blockchain assists in creating an
viable environment for checking and monitoring supply chain activities effectively and ensure
more sustainable labor practices. (Batwa and Norrman, 2020)
Besides, Blockchain there is another technology that is Internet of Things (IoT) that has become
popular among practitioners for improving the transparency, adaptability, and safety of any
industry. Both of these technologies are fast emerging. This is especially critical for food
security, as COVID-19 highlighted the vulnerability of food supply chain. However, Indian
organizations have been facing challenges in implementing suitable forms of blockchain-IoT
due to limited knowledge, insufficient research and lack of capital for proper infrastructure.
(Kumar et al., 2022).
Research Methodology:
The objective of the study is to analyse of the challenges in implementation of the blockchain
in the food supply chain. The challenges in the implementation of blockchain were identified
through an extensive literature review using SCOPUS database. With an extensive review of
literature 29 barriers were identified which were further narrowed down using a questionnaire
survey among the food industry experts. Finally, sixteen barriers were shortlisted through this
questionnaire survey which were further put to analysis. Further, to assess the direct causal
relationship between these challenges Decision-making trial and evaluation laboratory
(DEMATEL) was used. A questionnaire matrix is circulated among experts in food industry
and academics and they were asked to evaluate the intensity of relationship of one variable
with another variable by using a scale of 0-4 (0 being the no influence and 4 being high
influence). An average of these responses was taken for building a Normalized direct
relationship matrix and a total influence matrix was developed. For influence relationship
matrix a summation of rows. The summation of rows and columns of each variable was added
(R+C) which indicates the intensity of relation with of a variable with another and subtracted
(R-C) indicates the direction of the relationship.
Probable Outcomes
The paper is a working paper and we are still in data collection phase. Presently we have shared
the questionnaire with the experts and awaiting their responses so by the time of conference
we would be able to present our findings.
The paper will evidently point out the hurdles in implementation of the blockchain in the
existing food supply chain which will help in building a strategic framework for holistically
enhancing the efficiency of food supply chains.

Sustainability in Higher Education: Evidence from India

Samudra Sen, RV University

Sustainable Development (SD) initiatives have been taken up by organisations such as the
United Nations to support corporates and Higher Educational Institutes (HEIs) in adopting SD
practices. However, SD initiatives have failed to spread far and wide. To understand this
context better, this paper quantitatively determines the growth and outreach of a few SD
initiatives across the world, with focus on India. Using content analysis of public documents
of top-tier HEIs in India, this paper finds out the focus of the top-tier HEIs in the engineering
and management streams in the context of SD and how this affects the outreach efforts of SD
initiatives and contributes to its growth. We study five top Indian Institutes of Technology
(IIT) and four Indian Institutes of Management (IIM) as case studies. Our paper attempts to
understand in the context of SD, the dynamics between top-tier HEIs and other HEIs which are
their mentees or follow top-tier HEIs as role models. We also develop a conceptual framework
of such dynamics regarding SD. The findings of this study are startling. Not only the growth
of SD initiatives has stifled, but most regions of the world are still uncharted territory for them.
Our research reveals that though top-tier HEIs are involved in SD activities substantially, they
do not publicise their SD activities nor are members of any SD initiative. Perhaps this low
focus and non-publicity of SD activities acts as a barrier for other HEIs which, following top
HEIs, do not give importance to SD initiatives. This paper contributes to the understanding of
growth of SD initiatives and puts forth a model regarding the barriers to the adoption of SD in
higher education. Since only few top-tier HEIs have been studied in this research,
generalisations cannot be made with such limited data. This study may be complemented with
more research on other IITs, IIMs and other well-known educational institutes in India.
 A study on awareness of grievance handling mechanism in education sector in India
Khushi Narwat, Manav rachna international institute of science and technology
Dr Farhat Mohsin, Manav rachna international institute of science and technology

ABSTRACT
Purpose: A grievance is any form of discomfort/dissatisfaction or a feeling of unfairness in the
workplace pertaining to work of the employee or related to the employment terms. Where there
is a diverse group of individuals working together as a unit there ought to exist some or the
other form of a grievance. Hence all organizations irrespective of any sector or industry tend
to establish a grievance management mechanism that can help balance the needs and establish
certain procedures as suited by the organization or institution. The main purpose of this paper
is to study the level of awareness of grievance-handling mechanisms among the employees of
the education sector in India
Methodology: The study is descriptive in nature purely based on the secondary data collected
from various internet sources, research thesis, articles, and journals.
Findings : The study revealed that the teachers working as employees in the education sector
has a moderate level of awareness about the grievance mechanisms established for redressal of
grievances. The paper also concludes that the teachers/employees are well aware as to whom
they have to present and report to file their complaint/redressal.
Research limitations : The present study is prepared with limited research material available
particularly for the education sector. The research focuses on the awareness of grievance
handling mechanisms only in the education sector and cannot be generalized for any other
sector which is another limitation.
Practical implications : The results of the study will be helpful to the human resource
department of the institutions concerned and will also help the management to get an idea about
the level of awareness among the teachers. The finding of the study will also be significant to
the employees/teachers to consider such processes useful and in utilize this opportunity to
resolve their problems whenever they are at a spot experiencing some grievance.

Future proofing of Business: Accelerating the reinvention journey by Oil & Gas
Companies
Rupanjali Shyam, HPCL
Sibi T Mathew, HPCL

The world’s energy needs will continue to increase as GDP and population growth. It is
estimated that demand for energy will grow by ~50 percent over the next three decades to
sustain increasing levels of prosperity. Much of this increase in energy consumption stems
from emerging economies, which are urbanizing quickly, with growing industrial and
transportation needs. In this background, the energy need of India is expected to increase
rapidly.
However, the landscape of the energy ecosystem is changing its dynamics. Climate change,
sustainability, increasing focus on ESG aspects, changing consumer trends, evolution in
technology, etc. are expected to disrupt the energy structure. The disruption can be both from
the supply side as well as demand evolution. The oil and gas company across the value chain
recognizes the shimmering dynamics of the transformation needed to maintain relevance
&value in the years ahead. Hence, there is an urgent need to accelerate the re-invention journey
by Oil & Gas companies toward future-proofing.
This paper is trying to showcase the road ahead for the Oil & Gas companies, challenges, and
key imperatives/actions towards transformation and for future-proofing of business.
 Track Name PT-12 Track Date 19.11.2022/ 9.00 to
10.30
Track Chair Danish Nasir

Virtuous Leadership as a promising path for optimizing and enhancing employee

experiences & wellbeing
Dr.Sahana Madan, DAYANANAD SAGAR ACADEMY OF TECHNOLOGY AND
MANAGEMENT
Dr.Padmaja V, M.S Ramaiah Institute of Management

Virtuous Leadership is for people who are desirous of grand purpose in their life and grander
than anything else is the quest for Personal Excellence. Virtuous Leadership and Employee
Experience are gaining a lot of significance in recent times. Organizations in the post pandemic
era are focusing on improving employee experiences. Based on this premise, this study seeks
to explore and establish the relationship between virtuous leadership and employee experience.
Sustained on the conceptual framework, to be empirically tested in future, the paper aims to
explore the link between virtuous leadership and employee experiences and their wellbeing.
The study has proposed a conceptual model and framework for exploring the influence of
virtuous leadership in optimizing & enhancing employee experiences and seeks to meet two
objectives, a) to understand how superior’s virtuous leadership is being perceived by a
subordinate in optimizing and enhancing the work experiences and wellbeing b) to examine
the role of trust, safety, and security in influencing subordinate’s employee experience. Trust,
safety and security invested in a leader are going to play an important role when employees
have returned back to office in the post-pandemic era. The findings imply that virtuous leaders
can influence in improving employee experiences and enhancing organizations performance.
Finally, this study may constitute a pertinent contribution to scientific area of research in
understanding by connecting this occurrence to leadership and employee experiences.

Spiritual Motivation as a New Dimension of OCH. A Study on the Impact of Spiritual

Leadership in Organizational Citizenship Behavior
Jerin Jose, CHRIST(Deemed to be University) Pune
Arun Antony Chully, CHRIST(Deemed to be University) Pune

The purpose of this paper is to understand how spiritual leadership affects the organizational
citizenship behavior in faith-based organizations. Most of the previous studies ignored the
impact of spiritual leadership on organizational citizenship behavior especially in faith-based
organizations. The research used theoretical sampling and grounded theory. A total of 30
participants between the age of 24 – 60 with educational qualifications ranging from post-
graduation, Ph.D., and Post Doctorate in Management, Commerce, Engineering, Economics,
and Literature having experience of 1-25 years was interviewed. Gioia method is used to
analyze and understand the data collected. Through the research the author identified that
spiritual leadership significantly impact the organizational citizenship behaviour of the
employees. Moreover, factors like intrinsic motivation, transcendence and membership will
lead to spiritual motivation which also acts as motives for the development of organizational
citizenship behavior. The research was limited to faith-based higher educational institutions in
India. Future researchers should include other sectors and non-faith-based educational
institutions enabling to generalize findings.
 New Age Women Leadership “Myths And Challenges”
Anusha Pachori, PhD Scholar at Galgotias University Greater Noida

This paper is a leading research study that focuses on socio-psychological hurdles faced by
women in positions of leadership. Women's economic empowerment is critical for a country's
progress. Socio-psychological barriers now play a significant part in women's leadership.
Women executives face management sex-role stereotyping, work-life balance, the glass
ceiling, and cross-cultural challenges, to name a few. Participatory leadership, resolve to
achieve, mentoring subordinates and devolution of power, continual learning, and planning
were among the coping techniques that helped these women overcome many of the challenges
they faced in their professional responsibilities. This paper primarily focuses on numerous
socio-psychological difficulties that women leaders face, as well as ways for overcoming these
obstacles. Women face multifaceted challenges to participate in management positions due to
different factors. The purpose of this research is to investigate factors that affect the
participation of women in leadership positions. Also, forward some possible suggestions for
the challenges identified through this study.

Tribals are the backbone of India: Head and heart

Neetu Mishra, Amity university Madhya Pradesh

India has always been renowned for its artwork and buildings. India has a long and rich artistic
history and this artistic art comes from the tribal people it's very interesting to know that tribals
are playing a very important role in the Indian economy hence tribals are the pillars of the
culture. In India, Almost every state has a particular art form with a niche. And the most vivid
art comes from Indian tribal cultures. Due to the highly specialized rites and qualities of these
tribal arts, they were rich in symbolic elements. The people of India and other nations are
changing their perceptions of tribal people and their products, whether they come from forestry,
handlooms, jewelry, fabrics, etc. since we are fast developing day by day. Here, the researcher
attempts to learn more about the tribes, and after examining a variety of reviews of literature,
the researcher discovers that tribes now are the new age leaders who create new markets around
the world. Let's discuss more this indigenous art, numerous studies have been done on tribals,
but less attention has been paid to determining the process by which tribal leaders emerge.
Here, the Government plays a major role in establishing them as innovators and creative
leaders. We reside in a democracy where everyone is entitled to certain freedoms. Since we
know everything about tribal people, we sometimes treat them with empathy and compassion.
As a result, tribal people have been leaders since ancient times since they are renowned as
artisans. Therefore, the researchers' primary concern is to address the many Government
programs for tribal people that allow them to easily build their reputation in the modern world.
Here, the researcher uses secondary data to illustrate how tribal people merge into the new
contemporary society.

Organization Policy drives Employee Learning & Program Completion

Charu Kapoor, Research Scholar, NIIT University, Neemrana, Rajasthan
Dr. Kapil Pandla, Associate Professor, IMI Bhubaneswar, Orrisa
Dr. Deepak Khanna, Professor, NIIT University, Neemrana, Rajasthan

This study attempts to understand the importance of organization support and engagement
models used by organizations towards imparting online trainings and continuing education
programs in building and sustaining the motivation of the learners. The study was focussed to
study the motivation of a working professionals, enrolled into a continuing education program,
to remain engaged towards completion of the program undertaken. With context of a working
professional, it was important to study the importance of the organization environment as a
motivator to progress their study towards completion. In addition to the facilitator skills,
pedagogy and learning material, the support provided to an employee by his employer in terms
of time flexibility, recognition or career enhancements, any financial aid to continue studies
play a big role. With a sample of working professionals pursuing formal online management
education, the study attempts to investigate the role of employers’ support framework
influencing the chances of completing the online higher education programs in India.
Keywords: Online Education, Working Professionals, Organization Support, Higher Education
policy, program completion
 Track Name PT-13 Track Date 19.11.2022/ 9.00 to
10.30
Track Chair Kapil Kaushik

A Study on the Factors Affecting Adoption of Mobile Trading Apps and Moderating
Role of Personalization
Dr. Saurabh Sharma, Times School of Media, Bennett University, Greater Noida
Dr. Prashant Sharma. Jaipuria Institute of Management, Noida

Mobile trading apps have transformed the stock trading landscape completely by making it
more inclusive and democratic. The trading apps are gaining popularity amongst retail as well
as institutional investors and are essentially led by a new generation of investors. Therefore, in
this study we employed the Unified Theory of Acceptance and Use of Technology 2
(UTAUT2) to investigate the factors that triggers the mobile trading app adoption among
investors. Six factors, namely Performance Expectancy (PE), Effort Expectancy (EE), Social
Influence (SI), Facilitating Conditions (FC), Hedonic Motivation (HM) and Habit (HA) are
taken from the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model.
Moreover, many technology companies are using ‘personalization’ feature to offer customized
features and design in the apps for users. Therefore, we also included ‘personalization’ as a
moderating variable to understand its role in making trading apps more efficient for the users
and stirring up its adoption. An online and manual survey data from 254 users were collected
for this study and was analysed using structural equation modelling. The paper proposes a
conceptual model for the trading app adoption and provides practical implications for the app
developers and brokerage firms in the context of an emerging market like India.

Does Digital (Retail) Banking accelerates/ disrupts UX & CX-?

Sireesha Nanduri, JAIN
Divyesh Kumar, JAIN
Kuldeep Singh, JAIN
Seetha Ram Vedantam, JAIN

India’s digital payments market is expected to more than triple from $3 tn today to $10 tn by
2026 as per Invest India report. RBI-DPI index has demonstrated significant growth
representing the rapid adoption and deepening of digital payments by considering 2018 as the
base year. Disruptions being the order of the day in the digital economy, with digitization being
the key metric, the paper analyses the digital banking services acceptance by deploying the
Technology Acceptance model. The questionnaire based on five-point Likert-scale (Disagree–
Agree) and was analyzed using structural equation modeling to validate the proposed research
model and its relationships with the factors the authors analyzed. The authors deciphers the
data in this paper the accessibility, affordability and contributes interesting insights of digital
banking services.
 The journey of Effectuation in venture creation- Track-Innovation and
Entrepreneurship in the Digital Age: Emerging Contours
Ms. Vishnupriya Hymavathi Karlapathi, Indian Institute of Management Bangalore
Dr. Sireesha Nanduri, Jain University

A modest attempt to establish the link between the principles of effectuation and the venture
creation process has been proposed. A paradigm shift is explained how the experimentation
principles lead to opportunity creation and the pre-commitments principle leads to resource
mobilization. The influence of the affordability principle on both opportunity identification and
resource mobilization is also proposed. The effect of the flexibility principle as a mediator
between the experimentation, pre-commitments, and affordable loss and venture creation
process is identified and propositions are derived. This paper also discusses the contributions
along with directions for future research.

Why large corporates engage with start-ups: An integrative literature review

Sonika Jha, FORE School of Management, New Delhi

It has been evident to take cognizance as to why corporate partnerships with start-ups have
always made sense where in start-ups may benefit from corporate funding, resources, growth
programs, network strengthening and deepening and customer access, while large companies
or incumbents get the chance to innovate to stay ahead of their competitors and creative
disruption, and be able to access new technologies. This leads to a synergistic dynamic between
the corporates and the start-ups.
There has been a consistent and steady increase in corporate–start-up engagements since 2012,
particularly due to rise in technological disruptions and revolutionary innovation in all
industries. A fairly huge appetite for collaborative activities between an incumbent and new
firm has been observed. Many scholars over the years have studied the phenomenon around
corporate and start-up collaborations using multi-faceted theoretical lenses and empirical
means.
In this regard, certain specificities have been observed with respect to collaborations,
partnerships and alliances. However, an emerging construct around engagement was observed
when these synergistic motives between a corporate and a stat-up went beyond an acquirer-
target relation, and became a more co-evolutionary and co-operative association. So, to say,
these relationships went more equity-based to non-equity-based.
This study has identified certain gaps from literature addressing the scant work done with
respect to the emerging construct of Corporate Engagement with Start-ups (CEWS).
Engagement today stands has an umbrella concept covering the entire gamut of corporates
coming together with start-ups, from the philosophy that goes behind the intention to the mode
chosen for partnership, to defining the stages of engagement and observing the post-
engagement journey.
This work particularly attempts to address the synthesize the intellectual structure around
corporate Engagement with Start-ups (CEWS) through a twofold integrative literature review
i.e., primary select review and secondary exhaustive review.
There is a rich and diverse literature on corporates engaging with start-ups through multiple
modes. These interfaces could be of multiple forms such as joint ventures, strategic
partnerships and alliances, many such more modes. For instance, it has been distinguished
between: traditional models of engaging with start-up: influence through equity such as via
corporate venture capital, corporate accelerators and incubators, corporate strategy programs
such as open innovation and ecosystem building, etc. Powered by digitalization,
entrepreneurial spirit and the agility to pivot swiftly, start-ups are seen as potential partners for
corporations across all sectors to engage.
For innovative initiatives in particular, more corporations find it far more valuable to leverage
the innovative technology that start-ups have developed through mutually beneficial
engagement models. Both in the literature and in practice different models and formats of
collaboration exist. Corporates make choices on how to engage with start-ups successfully
depending on various criterion.
Corporate association with start-ups has generated a significant body of knowledge from the
vantage of how start-ups have accessed corporate funding, resources, and customer access,
while corporations have used the innovation energies start-ups bring to the combination to stay
ahead of competitors and have access to new technology. This shows that there has been an,
observably, robust appetite for collaboration activities as growth in digitization over the past
decade has driven the need to innovate thereby putting the spotlight on getting these
partnerships right.

Approximately, 90 per cent of businesses agree that business collaboration is critical to

fostering innovation. Corporate and start-up partnering represents an approach of innovation
that brings together non-traditional allies with complementary capabilities and inter-
organizational asymmetry to achieve win-win results for both.
At the same time, start-ups to function in a well-supported and well-functioning ecosystem in
order to create sustenance, and avert decline or failure. By supporting the transition of start-
ups into scaleups and by ensuring that scaleups can maintain their growth, a continuous process
of innovation can be enabled, thus strengthening the competitive advantage of ecosystems and
driving innovation.
Interactions or exchange of information and resources between corporates and start-ups
through inter-organizational activities or processes that have traditionally taken place via
acquisitions or integrations (e.g., research and development, new product development, design
etc.) are now increasingly accomplished via partnerships and purpose driven engagements, or
contractual agreements. This has been an observable shift from in-house and homegrown
innovation to now a more collaborative innovation or co-evolving space.
This means of engagement often labelled as outward-looking approach that institutes a
mechanism of identifying, exploring, and exploiting opportunities through a mutual exchange
of capabilities, resources and information. There are five main themes we see come up, namely,
corporate accelerators, corporate venture financing, corporates' strategy, ecosystem building
and innovation.
In this study, we aim to conduct an integrative review of the intellectual structure of corporate
engagement with star-ups (CEwS). We follow a review protocol of initially conducting a select
review to capture the relevant themes emerging on corporate engagement with start-ups.
Thereafter, we conduct an exhaustive review to demonstrate how these themes have functioned
and performed in the industry practices.

Exploring Security Characteristics and Investors’ Decision: An Empirical Analysis of

Social Media Influence on Retail Investor
Deepshi Garg, DIT University, Dehradun
Dr. Prakash Tiwari, DIT University, Dehradun

Introduction
It is important to remember how vast social media is! Approximately a billion people use the
internet worldwide. Additionally, more than 400 million individuals are estimated to
participate in weekly online discussions to share their experiences and ideas (Mudholkar &
Uttarwar, 2015). Social media may help you to gain more knowledge about stock market
advisors through client reviews (Yogesh & Yesha, 2014). This can give you some
understanding of how that advisor works and allow you to evaluate whether their approach
appeals to you (Lashgari et al., 2018). Collecting the vast amount of knowledge places, a
significant burden on investors to make sure adequate security of social media information
(Miller & Tucker, 2009) because worries about information security have taken a central stage
in investor relationships with social media platforms. There is currently no sign of an end to
the tremendous growth of social media content uploaded to the internet. Modern technologies
are simple to use, and high-speed mobile networks are widely available, encouraging people to
post user-generated content impulsively and carefreely (Eldon, 2010). Much research has been
conducted on this topic due to the rapid rise of social media, which is now an essential
component of daily life (Abu-Taleb & Nilsson, 2021).
A lot of uncertainty and debate still encircles the idea of information authenticity. This is
because information authenticity and privacy are debatably complicated ideas that can be
examined from various angles, including management, psychology, economics, and law (Stone
et al., 1983). The rising accessibility of social media looks to be achieving an edge over
applicability, diversity, and insight (Proulx & Shepatin, 2012). Interaction in networking and
social media platforms raises concerns about security and privacy. The issue of privacy has
been explored from the perspective of investors. Nevertheless, privacy, authenticity, and
confidentiality issues have also become increasingly severe, which need to be tackled
immediately. There is a need to study privacy concerns about social media users.
Due to these privacy concerns, social media data producers must safeguard users' privacy by
cleaning up user-generated content before publishing it. The Previous studies have ignored the
possibility of security characteristics, for example, all the studies have considered social media
sentiments from the perspective of investment decision-making or for the influence of investor
choice based on social media sentiments, but investors require security and faith in the financial
system. To address the formidable challenge of social media factors such as Facebook,
YouTube, and Twitter that are becoming more insecure and unreliable. We should examine the
creation, improvement, and growth of social media factors and security characteristics from
the viewpoints of investor decision-making.

Navigating Diversity in the Digital Landscape

Dr. Aditi Sharma, Central University of Himachal Pradesh
Kanupriya Thakur Thakur, Central University of Himachal Pradesh
Mridul M, Central University of Himachal Pradesh

Living in a technology-driven world, the relationship between men and machines is becoming
more symbiotic. Aiming to make computers become our simian twins, humans are working to
make computers smart and intelligent like them. While coders, designers and developers work
hard to develop codes that make human life easy and less complicated, it is feared that human
biases, prejudices and stereotypes will lead to the vices of the human world creeping into the
digital world of work. The employees and leadership in the working technological landscape
need to adopt the intersectionality approach for understanding the inequalities that exist in real
society. Women, minorities, blacks, LGBTQ and in the Indian context people from various
castes face multiple challenges created by numerous social barriers. They report facing issues
of workplace harassment, discrimination and bullying more in comparison to men. Thus
Artificial Intelligence managers need to be aware of the gendered issues, racial differences,
LGBTQ diversity issues and semantic issues while developing their algorithms. Similarly, the
issue of workforce diversity has been well documented; its practice in the technology sector
and its implication in terms of gender bias and inequality needs more critical evaluation (Leavy,
S., 2018).
To make digital spaces more inclusive and equitable, HR professionals in the IT industry need
to formulate recruitment policies that attract talent across lines. In a recent article published the
Citizen Matters, Rajkumar (2021) reported that in the US women's workforce is approximately
47% of the total workforce and only one-third of them (28%) rise to occupy boardrooms in
technology-based companies. Sun et al (2019) suggested the adoption of multidisciplinary
adoption for understanding latent gender bias in natural language processing and Artificial
intelligence. A report by UNESCO on "Artificial Intelligence and Gender Equality" suggested
the adoption of a cross-disciplinary approach at secondary and tertiary levels of education to
make students aware of the potential benefits of Artificial Intelligence in creating a gender-
equal world. The report further highlighted the need to train the technical teams on the social
issue so that can create more humane digital spaces that are free from the unconscious as well
as sometimes explicit biases that not only widen the gender gap but also place women at
disadvantage through fewer hiring.
A study published by researchers at the Turing Institute "Where are the women? Mapping the
gender job gap in AI" highlighted the issues of gross underrepresentation of women in Artificial
Intelligence and data science fields and the increased likelihood of women occupying positions
that are much lower in the hierarchy as compared to men. Many technology-based companies
rely on Artificial Intelligence algorithms for hiring and a biased algorithm can result in lesser
hiring of women that may be attributed to allocation bias or representation bias. However it is
pertinent to note that the use of Artificial Intelligence to enhance diversity is still in the nascent
stage of adoption so to counter the problems of gender bias, gender equality and discrimination
that are likely to occur from these biased algorithms or faulty systems it is important to
highlight these issues prevent "algorithms from perpetuating gender ideologies that
disadvantage women" (Leavy, S., 2018). Creating an Artificial Intelligence system that
encompasses the diverse views of multiple stakeholders and includes voices of marginalized
and underprivileged sections of society, women, ethnic minorities, blacks, and LGBTQs would
help in making AI more inclusive as well as diverse.
This paper aims to take a look at the effects of biases and stereotypes on hiring, performance
management, and reward management of employees and the steps that the managers working
in senior management and leadership positions in tech-based companies need to take for
making the digital world more inclusive, fair and equal. The paper supports the idea of an
urgent need to sensitize the creators and managers of AI to build a psychologically safe digital
space.
 Track Name OBHR-17 Track Date 19.11.2022/ 10.45 to
12.15
Track Chair Shaji Kurian

High-performance work systems and employee happiness: An integrated model and

research agenda for organizational growth
Pooja Choudhary, Symbiosis Centre for Management and Human Resource Development,
Pune, Symbiosis (Deemed) University, Pune (India)
Monica Kunte, Symbiosis Centre for Management and Human Resource Development, Pune,
Symbiosis (Deemed) University, Pune (India)

Abstract
Purpose: Happy employees are an essential contributor to any organization’s growth. Every
employer's first priority is the fulfillment of their workforce and the expansion of their business.
However, surprisingly little is understood about how high-performance work systems (HPWS)
may support these constructs. This study aims to provide and offer a comprehensive reference
framework for connecting HPWS to employee happiness and organizational growth. With the
constructs of HPWS, Work Intensification (WI), Employees Happiness (EH), and
Organizational Growth (OG), this study develops an integrated research framework that will
offer a prediction for the future research paths of HPWS.

Design/methodology/approach: This study employs a systematic literature review to improve

the concept of HPWS, its relationship with people, and its link with organizations. The study
involved seventy recent published papers concerned with HPWS collected from different
sources for review of empirical literature that has studied aspects of HPWS and discusses its
influence on happiness in workplace settings. The study tries to deliberate on the understanding
relationship between HPWS practices, work intensification, and employees' happiness,
ultimately leading to organizational growth.

Findings: The in-depth literature review of the HPWS environment impacting work
intensification and employee happiness has led to the development of a conceptual model based
on the ability, motivation, and opportunity (AMO) framework. The proposed framework opens
up the “black box” of HPWS regarding work intensification and examines its impact on
employee happiness and organizational growth. For future research, the model can be
empirically tested for generalization of the result.

Practical implications: The HPWS-Employee Happiness interaction model illuminates the

sorts of HR strategies that firms may apply to maximize organizational success. It will also
help in understanding the black box of HPWS and ways to remove the negative side of it.

Originality/value: The conceptual model demonstrates how HPWS and WI factors influence
employees’ happiness within an organization, which literature has not previously considered.
The integrated conceptual model encourages a holistic approach to studying employee
happiness in future research.
 Digital Competencies and Its Impact on Career Development and Employability of the
Management Students
Dr. Vidya Kadam, Rajarambapu Institute of Technology
Jyoti Yadav, Rajarambapu Institute of Technology

Rapid and extensive digitalization has changed the nature of work, and digital skills are as
essential for the modern workforce. The world is changing rapidly; the entry of digital
technology in the information era has witnessed a radical effect on the knowledge acquisition
of an individual to sustain in the competitive market. There is a big gap between supply and
demand for digital skills. Not all workforces are equipped with the necessary capabilities to
manage digital transformation. The purpose of this research is to identify the digital
competencies among Management Graduates and their impact on their career development and
employability. The study is a Descriptive survey type. Data is collected through a self-
developed structured questionnaire from Management students from Sangli districts via
personal discussion through simple random sampling. The coefficient of correlation and chi-
square test has used for statistical analysis of the data. This study described the results of digital
skills assessment and the need for improvement. It identified the Google and Yahoo search
engine and Microsoft Excel, SPSS software are most often used for skill development by
management students. The respondents are second-year Management students from Sangli
districts (Maharashtra) Data is collected through the survey, and findings highlighted that
digital competencies have developed to integrate different types of knowledge and their effect
on career development.

Loneliness is not a lack of company, loneliness is a lack of purpose: Workplace

Ostracism, Workplace Loneliness and Job Performance- The moderating effect of
Leader Compassion
Vaishali Jadon, IMT Ghaziabad

‘I am lonely’, ‘I feel lonely’, ‘I am all alone’, ‘I feel lonely at work’. Every single statement
invokes distinct emotions regarding loneliness and talks about the countless approaches
through which one can come at the inference that they are lonely. On the lines of social
exchange theory this study gives a conceptual framework which tries to explore the relationship
between workplace ostracism (WO), workplace loneliness (WL) and job performance (JP) with
the moderating impact of leader compassion (LC). Currently, the research on WL is yet in the
initial phase so with the help of this study we try to add to the literature of WL & ostracism.

Factors affecting Gender Inclusivity at workplace: experiences of women in Indian IT

Industry
Narendra M Agrawal, Indian Institute of Management Bangalore
Sweta Singh, Indian Institute of Management Amritsar

India is considered one of the leading sourcing destinations across the world, and the direct
employment from IT-BPM industries in India reached 4 million in 2017 (IBEF, 2017).
Availability of supply of expertise and trained manpower is considered a probable reason for
the industry’s fast growth (Parthasarathy, 2005). However, women representation in ICT
workforce is highly stratified. The concentration of women workers is dense in entry-level
positions and lower-tier industries such as business process and outsourcing services
(NASSCOM & Mercer, 2009). IT-BPO industry is said to have taken many steps to encourage
gender-inclusive workforce (Kelkar et al., 2002), yet women remain substantially under
represented in managerial and leadership position.
The paper analyses the experience of seven women from Indian IT industry who have faced
challenges and experienced variety of diversity and inclusion related incidents at the
workplace. Personal narrative method is used to explore their experience of gender-inequality,
providing insights from the localized interactions between women and men in IT. Thus, we
seek to shed new light on factors affecting gender inclusivity in IT sector by investigating two
principal questions. First, how and why does women’s gender identity is influenced. And,
second how do organizations navigate the workplace environment and use their systems and
processes to uphold the fit of women in IT?

Effect of Diversity Inclusion factors at the Workplace: An Empirical Study

Pushpendra Rajotya, National Institute of Technology, Arunachal Pradesh
A. Vanav Kumar, National Institute of Technology, Arunachal Pradesh

Diversity incorporates all of the factors that make individuals unique from one another, and
there are infinite differences. Workforce diversity defines similarities and differences among
employees in terms of gender, age, race, religion, cultural background, physical abilities and
disabilities, and sexual orientation. Simply hiring employees from diverse backgrounds do not
automatically make the company a future Work Champion. To make diversity truly inclusive,
companies need to encourage their diverse workforces to work together effectively. Numerous
studies have consistently demonstrated the importance of diversity. Diversity inclusion is
becoming a strategic issue for multinational companies throughout the world. Diversity makes
the workforce heterogeneous. This research critically analyses workforce diversity inclusion
and its impact on the productivity of an organization.

With increases in workforce diversity, human service leaders are recognizing the need to create
inclusive workplaces. Most of the previous researchers in their studies are more focused on a
few diversity factors alone. However, no study was done to examine the relationships between
diversity and inclusion in an organization. The study employed a quantitative methodology. A
closed-ended questionnaire was developed to get feedback from the 215 employees from IT
companies and different locations. Derive results from the collected data by using Correlation
Analysis and Multiple Regression Analysis. Results suggested significant relationships
between inclusion and quality of care through increased innovation and job satisfaction.
 Track Name OBHR-18 Track Date 19.11.2022/ 10.45 to
12.15
Track Chair Uday Sharma

Social sensitization, skill building and sustainability education: A unique program for
new age future leaders
Indu Loura, Dr. Yukti Ahuja and Dr. Avijit Chakravarti, JIMS,Rohini, India

This paper aims to present how a renowned management institution based in Delhi, has
strategically encapsulated social sensitization, employability, sustainability education and
employability for its post-graduate programs through experiential learning

A study on employer's concern towards Reskilling & Reinventing the employees: Post
Covid Scenario
Vartika Chaturvedi, Argha Deb and Tanu Yadav, SSIM,India

According to a National Geographic article, Whales and Dolphins are the most adaptable
animals. Adaptability comes due to changes in our environment. Similarly, nowadays to
survive in this cut-throat competition and get desired output, one needs to reskill and
reinvent.Reskilling means learning new skills to perform an entirely new job or task. We all
have witnessed drastic changes and adaptability as a consequence of the Covid-19 pandemic
in the past two years. This era brought the rise of remote work culture. Many were not ready
to welcome it, but the hour’s need made them adopt such a change It is not only essential for
organizations to meet their staffing needs and adapt to change but also for employees or job
seekers as it provides them prominent opportunities to master new skills and enjoy new roles
in the same or new organization.Reskilling brings job security, change in career path, and
adaptability of digitalization for employees whereas decreasing employee turnover, cost
saving, avoiding layoffs, and hiring new skilled employees are some benefits of reskilling for
organizations.Reinvent is synonymous with modification which means to change what is
existing. In management language reinventing is taking a different job or path. Even the
syllabus changes according to industrial requirements. Having extra knowledge is always
beneficial and for the current scenario, it is of great value. Reinventing oneself increases an
individual’s net worth, encourages learning, broadens career opportunities, increases
experience, polishes analytical thinking, and much more. Nowadays many organizations are
seeking to hire individuals who are can work in multi-dimension and have prior knowledge of
more than one field.According to a document by Gartner, it was found that 33% of the skills
required by an average 2017 job posting were no longer in need in 2021. Everyone wants to
lead the race to be number one therefore as an individual it is necessary to brush up your skills
according to the flow. To reskill first it’s important to set an objective. It includes considering
your goals in the context of your broader career and life, what are the opportunities for growth
in that field, etc. Try to connect with your networks and ask questions about your chosen field.
Take advantage of programs and training that your company already provides. Get enrolled in
courses provided by many recognized platforms. Once you finish your course rewrite your
resume by adding all that you have learned and get ready to reinvent.Reskilling and reinventing
are now enhancing opportunities for many who are willing to diversify their path in different
fields. One of the quotations by Alvin Toffler says it, “The illiterate of the 21st century won't
be those who cannot read and write, but those who cannot learn, forget and relearn” thus, one
must conclude for openings to reskill and reinvent to increase his/ her effectiveness in work as
well as the probability of survival in this evolving world and could minimize the impact of
those unlooked-for pitfalls.

Let’s Team Up: Role of Organizational Factors in Fostering Team Dynamics

Kedarnath Thakur, Xavier Labour Relations Institute (XLRI), Jamshedpur
Charvi Hashmukh Shukla, Xavier Labour Relations Institute (XLRI), Jamshedpur
Chayan Poddar, International Management Institute New Delhi
Syed Mohammad Akrama Ali Rizvi, International Management Institute New Delhi

Purpose: In our current research, we seek to understand the characteristics that team dynamics
boils down to, in a virtual work scenario. Our study is expected to fill the gaps around a few
important questions regarding the challenges that plague virtual team dynamics in the
pandemic and post-pandemic era, that may be mitigated through promoting expression and
engagement among virtual teams.

Design/ Methodology/ Approach: We study existing literature on the factors that shape healthy
team dynamics and try to identify the challenges and gaps observed in these dynamics in the
pandemic situation when virtual work took over. Using a mix of secondary research and
existing literature interpretations, we come up with a proposition centered around the
importance of expression (communication) and engagement of team members in fostering team
dynamics.

Findings/ Interpretation: As interactions among team members became completely virtual,

there was a significant shift away from physical interactions thus unravelling carefully built
team dynamics and norms. A common thread that appears to our derivations is the parallel role
of an emergent leader in promoting healthy team dynamics through authentic and open
communication, and a mindful exercise to keep team members engaged and motivated.

Paper Type Conceptual

Key Words: Virtual Team, Communication, Team Engagement, Group Dynamics, Virtual
Collaboration

Re skilling and Reinventing in a Metaverse World: Building Blocks to Engagement and

Commitment
Sanjeela Mathur, Jagannath International Management School, India
Ajay Bansal, Jaipuria Institute of Management, India

Abstract: The pandemic has forced most of us to rethink about connecting with not only each
other but also with customers, employees and other stakeholders of a business. While the
physical space has been overtaken by the technology enabled mechanisms, we find ourselves
at a juncture where the choice of going back to the old ways is highly debatable in the current
scenario. No doubt, interactions with friends, extended family and colleagues was restricted
during the prolonged lockdown periods and social interaction of all kinds was desperately
missed but what emerged as a solution can be termed as an ‘opportunity’ to discover new and
improved ways to continue with our daily lives. Here, whether we are talking about Zoom
meetings, Google classrooms, Face time and many others that have changed our lives and made
way for a better work life balance, digital skills , improved communication, reducing travel
stress and offered scope for expansion of our learning zones at minimal cost. As the pandemic
seems to be on the wane, every day, as we get back to the physical offices and workplace, we
confront a choice of continuing to embody the new ‘connects’ with technology and shed the
ways of the past or to get back into the physical nuances and string away the new learning’s as
a by-product of the pandemic, which necessarily, need not become intrinsic to our existence.
The objective of this study is to explore the new values, talents and skills of the young
workforce and how this can present a future and pathway to developing a world where
engagement can be translated into the metaverse. The study attempts to assess the new set of
skills and expertise which would define the workplace of Web3.0. The power of 3D,
Augmented Reality, virtual reality are all going to be the buzzwords which will shore up
experiences and engagement to the next level. The pertinent question is- Are we ready?
 Track Name MARK-10 Track Date 19.11.2022/ 10.45 to
12.15
Track Chair Uday Sharma

A survey on societal Marketing

Galiveeti Poornima, Presidency University

A company should make marketing decisions not only by considering the wants of consumers
and the requirements of the company, but also society's long-term interests, according to the
societal responsibility of marketing marketing concept, which holds that a company should
make marketing decisions not only by considering the wants of consumers and the
requirements of the company. Marketers must make an effort to meet the needs and desires of
their target markets in ways that maintain and improve consumer and societal welfare. It is
intricately intertwined with the tenets of both responsible business practices and
environmentally friendly growth. However, while consumer behavior research and quantitative
models may make up the bulk of the marketing industry, there is still opportunity for other
techniques that are of tremendous significance to society. In particular, Societal Marketing
Concepts appears to be the option that combines this concern since it safeguards the
organization's economic sustainability in addition to the tasks of serving customer
requirements, contributing to societal progress, and protecting the environment.

An Investigation into Online Sales Promotion and Its Impact on Impulse Buying
Behavior
Supratim Pratihar, ASBM University
Sunil Kumar Das Bendi, ASBM University

E-commerce websites induce customers to buy products using various sales promotion
techniques. This paper studies the impact of online sales promotion in high involvement
consumer durables like large appliances on impulse buying behaviour, when offered through
E-commerce sites. In this study, we examine the role of various types of online sales promotion
and its relationship with value shopping, impulsive buying urge and positive affect. The paper
also explores the linkage between impulse buying urge and impulse buying action. In this
research, the different online sales promotions (price based vs. non-price based) and online
sales promotion benefit timing (immediate gratification vs. delayed gratification) are explored
in a 2x2 matrix giving rise to four categories namely Price Based - Immediate Gratification
(PBIG), Non-Price Based - Immediate Gratification (NPBIG), Price Based - Delayed
Gratification (PBDG) and Non-Price Based - Delayed Gratification (NPBDG). The online sales
promotion techniques analysed included Price offs, Coupon discount, Exchange, Cashback,
Free gifts, Discounted shipping cost, Bargain installations, Sweep stakes and Loyalty reward
points. Data were gathered using a self-designed questionnaire with a sample size of 420
respondents. It uses a 5-point Likert scale and the information was collected using convenience
sampling. Data was analysed using SEM. The study will have noteworthy academic as well as
management suggestions.
 Consumer’s Purchase Intention towards GI certification: A Case of Traditional
Handloom Products
Meghna Chaudhary, Amity university
Bhawna Agarwal, Amity university

Purpose: The purpose of the study is to examine the factors that influence the purchase intention
of the customer towards traditional handloom products that bear Geographical Indication (GI)
certification.
Design/Methodology/Approach: A structured questionnaire was used to gather data from 314
consumers purchasing traditional handloom products to analyze the impact of product
diagnosticity, perceived quality, perceived information asymmetry, on consumer’s purchase
intention of handloom products carrying geographical indication certification, as well as the
role of trust as a mediator was also examined. The data was analyzed using SMART-PLS
software through Structural Equation Modelling (SEM).
Findings: Results reveal that Perceived quality and Perceived information asymmetry
significantly affect consumers’ purchase intention. However, the relation between product
diagnosticity and purchase intention is found to be insignificant. Trust as a mediator shows a
significant effect of Perceived quality and Perceived information asymmetry on Purchase
intention, and the magnitude of mediation is considered partial. But trust has no mediating
influence on the linkage between product diagnosticity and purchase intention.
Practical Implications: This paper includes implications for the consumers of the handicraft
products in terms of taking genuine initiatives to enable and support small-scale producers
registered as well as the producers to understand the importance of being registered under GI
as to effectively communicate attributes of product quality, thus enhance product diagnosticity
and reducing information asymmetry.
Originality/Value: The paper fulfills an identified need to understand the significance of
Geographical Indication registration. Empirical evidence regarding consumers’ purchase
intention towards handloom products bearing geographical indications certification in the
Indian context is limited. The present study contributes to the body of knowledge by giving
empirical evidence relating to handloom products in India.

Paper type: Research Paper

Customers' Perspective on Automated Grocery Purchasing – Effect of AI-Driven

Conversational Entities on Consumers' Behavioral Intention to Purchase.
Jyoti Rana, Amity College of Commerce and Finance, Amity University, Noida, Uttar
Pradesh, India

Abstract –Voice-activated AI-driven conversational entities (VAICE) are becoming a vital

trend in bringing technological disruptions in supermarket transactions. The current study
intends to combine anthropomorphism theories with privacy, trust, response time, affection
and self-conscious AI , in one framework. The consumer–VAICE relationship has significant
implications for customers' behavioral intention to purchase groceries online using VAICEs.
We extend the elaboration of UTAUT 2 model with perceived privacy concerns, perceived
privacy risk, and perceived trust in the research model
Methodology - A survey-based method was used to explore seven hypotheses.
Originality/ Novelty – This study is determined to answer the flowing gaps -The confounding
effect (show the cause and effect relationship of the variable that causes both the predictor of
interest and the outcome) of the educational background, gender, and customer age affect the
consumer relationship with VAICEs. Measure how customers are concerned with privacy will
affect the trust in the relationship of VAICE affection. Major studies have worked on customer
satisfaction while using VAICE. Still, consumers' behavioral intention to purchase online
groceries using VAICE has not been studied from the perspective of Indian customers.
Findings- The research backs up VAICEs anthropomorphism and customer privacy concerns
as predictors to generate confidence in VAICE and trust in VAICE as predictors of consumer–
VAICEs affection and confirms the moderating influence of VAICEs response time.
Customers' behavioral intention to acquire groceries via VAICEs is caused by a consumer
VAICE self-conscious AI resulting from affection. Total reponses 408 repnoses of customer
were collectd.
Research limitation/implication- The findings support VAICE anthropomorphism and
customer privacy concerns as determinants of confidence in VAICEs and trust in VAICEs as
predictors of consumer–VAICE affection and the moderating effect of VAICE response time.
A consumer–VAICE self-conscious AI arising from affection causes customers' behavioral
intention to purchase groceries via VAICEs. Hence marketers and grocery retailers should
encourage grocery purchasing by VAICE to save customers time and effort over the traditional
way of using phones and laptops to visit the website.

Exploring the Sustainable Apparel Purchase Behaviour of Gen Z

Dr. Sapna Mathur, IIIM, CHARUSAT
Dr. Archana Sarkar, IIIM, Charotar University of Science and Technology

Sustainability and environmentally responsible buying have become vital in response to the
mounting pressure concerning climate change. Irresponsible consumption, environmental
degradation and environmental pollution are the indicators which draw attention towards the
necessity to espouse environmentally responsible behaviour. Fashion industry has moved
towards unsustainable fashion because of increased purchase index of an average consumer
and in turn varied apparel purchase based on different seasonal trends. This “fast fashion cycle”
serves as a wakeup call, seeks global endeavor, and paradigm shift in the direction of
sustainable fashion. Generation Z consumers are captivated for fashion products and are one
of the most lucrative market segments for these products. This generation has also displayed
readiness to move towards environmentally friendly practices.
Inferring the factors which have an impact on buying behaviour of Generation Z is pivotal in
demand assessment and fidelity to sustainable apparel consumption. The result of this
quantitative study will be insightful for framing marketing strategies for sustainable apparel
brands and envisaging the eco buying behaviour of Generation Z for sustainable apparels. It
will also aid the fashion businesses in orienting and aligning the promotional strategies for
Generation Z concerning sustainable apparels.
The outcome will be serving as an inclusive, lucid and synchronized approach towards the
development of a sustainable fashion industry in order to contribute to the UN Sustainable
Development Goals.

Product proliferation strategy of the domestic manufacturer in presence of consumers’

range anxiety, competitiveness & environmental awareness.
Mithu Rani Kuiti, Indian Institute of Technology Jodhpur
Abhishek Chakraborty, XLRI Jamshedpur
Rajeev Ranjan Kumar, Indian Institute of Management Ranchi

Increasing global GHG emissions of the transportation sector urges governments and
manufacturers to support electric mobility. Recently, a few studies have recognized the
importance of competition between foreign and domestic manufacturers in the context of EVs
(Thomas and Maine, 2019; Fan et al., 2020). However, their limitations compel us to delve
deeper into a more detailed study based on existing business scenarios. This paper looks to
study the proliferation strategy of domestic manufacturers in the presence of foreign EV
manufacturers while considering the role of consumers in terms of range anxiety and
environmental awareness. In line with our research framework, four models are developed
based on the proliferation strategy of the domestic manufacturer and the government subsidy.
Comparative studies of these models generate multifaceted insights for governments and
manufacturers.
Our analysis reveals that when the consumers’ range anxiety is too low or too high, it is always
better for the domestic manufacturer to go for proliferation into the EV segment. The results
hold true in both the cases with or without consumer subsidy. Further, when the consumers’
range anxiety is low, and the government doesn’t extend any EV subsidy, the optimal price of
both the GV produced by domestic the manufacturer and the EV produced by the foreign
manufacturer are higher in the case of no proliferation. On the contrary, when the government
extends EV subsidy to the consumers for a lower value of consumer range anxiety, the product
proliferation of the domestic manufacturer leads to higher GV price. Further, both the demand
for GV and EV by the domestic manufacturer is higher under the no product proliferation
strategy when the range anxiety is low, and the government doesn’t provide any EV subsidy.
Again, under subsidy, the low range anxiety of consumers leads to higher EV prices for the
foreign manufacturer under no product proliferation. Contrarily, under a similar situation, the
GV prices are higher under a product proliferation case. For the EV market share, once again,
we find that for either low or high values of range anxiety, product proliferation decision helps
to improve the EV market share under no government subsidy. However, when the government
extends subsidy, EV market share reduces under product proliferation when the range anxiety
value is low.
 Track Name STRAT-9 Track Date 19.11.2022/ 10.45 to
12.15
Track Chair - Som Shekhar Bhattacharyya

Does it pay? The Impact of ESG Activities on organizational citizenship behavior

Durdana Ovais, V. Selvalakshmi and Srinivasan Iyengar

Environmental, social and governance (ESG) issues have become driving force in corporate
reporting and performance (Adams, 2017) due to the growing awareness of ESG-firm issues,
such as environmental scandals or corporate misconducts (Matallín-Sáez et al., 2019; Alda, M.
2021). This shift is vital, given that more than half the people in a recent international survey
agreed that ‘capitalism, as it exists today, does more harm than good in the world’ (Edelman
2020; Arvidsson & Dumay 2022). At the heart of that harm are ESG issues like climate change
and poverty, issues that the United Nations, through its Sustainable Development Goals,
encourages everyone to act on the issues which includes companies too (United Nations
Development Programme [UNDP], 2015; Arvidsson & Dumay 2022).: the research centres
around the basic question of Does undertaking of ESG activities enhances the Psychological
Capital and yield competitive through creation of organizational citizenship behaviour? To
analyse these basic questions three main research objectives were formulated. To study the
three research objectives the conceptual model was formulated based on the literature review
and the theoretical foundations. Perceived ESG is taken as an independent variable in the
model. Service quality and social innovativeness were taken as mediator variables and brand
identification and brand image were taken as dependent variables. The study gives crucial
insights of the impact of ESG activities on employees. It was found that E, S, and G activities
have varying degrees of impact on Organisational citizenship behaviour as well as
psychological contract. The findings of the study provide understanding of which activities are
strengthening the bond between the organisation and the employees. The model of the study
can be further utilised to understand the phenomena of the great resignation and how it can be
stopped. In several ways, this study adds to the existing literature on ESG. The research aids in
determining which organizational activities have the greatest impact on employees. The study's
findings aid in strengthening organizational citizenship behavior as well as psychological
contracts, as well as developing a business model to survive in a competitive marketplace. The
study enables organizations to identify which ESG areas can be leveraged to improve intangible
assets, resulting in a competitive advantage.

Effectuation: A Paradigm Shift in Venture Creation

Dr. Subbulakshmi Somu, Ms. Vishnupriya Hymavathi Karlapathi and Dr. Sireesha Nanduri

A modest attempt to establish the link between the principles of effectuation and the venture
creation process has been proposed. A paradigm shift is explained how the experimentation
principles lead to opportunity creation and the pre-commitments principle leads to resource
mobilization. The influence of the affordability principle on both opportunity identification and
resource mobilization is also proposed. The effect of the flexibility principle as a mediator
between the experimentation, pre-commitments, and affordable loss and venture creation
process is identified and propositions are derived. This paper also discusses the contributions
along with directions for future research.
Keywords: Effectuation, principles of effectual reasoning, opportunity identification, resource
mobilization, mediation
 Corporate foresight: window of opportunities for sustainable development goals
Shubhra Mishra and Dr. Krishna Kumar Balaraman

Corporate Foresight has gained lot of focus from practitioners and scholars alike.
Understanding and foreseeing the future becomes crucial as business strives to stay competitive
in a complicated, unpredictable, and disruptive world as well as they also need to deal with the
environmental, social and economic complexities of their businesses. Due to this, firms of all
sizes and types are becoming more interested in implementing corporate foresight. Moreover,
firms are developing corporate foresight as a capability for their sustainable development as
well but the topic is still less explored and lack conceptual connection. Therefore, for
organizing earlier studies on corporate foresight and sustainability, this study undertakes the
literature review method. A systematic review procedure is used to find 82 suitable articles.
The results demonstrate that corporate foresight as a capability can be developed in an
organization through managerial cognition. This managerial cognition and corporate foresight
may also contribute in developing other dynamic capabilities that are significant for sustainable
innovation and ultimately this sustainability oriented innovation (sustainable innovation) will
act as a catalyst in achieving sustainable development goals for a firm.

Evaluating Factors Influencing Organic Food Consumption: An MCDM Model Using

DEMATEL
Shrish Singh, Dr. Vijay Kumar Jain and Dr. Hemraj Verma

Purpose – Increasing consciousness towards healthy life, emerging concern towards pollution
free environment and efforts for sustainable living among the people, are shaping the buying
and consumption behavior of consumers for the food items. Consumers now consider, organic
foods as high-quality foods that can provide them with numerous advantages. There are several
other crucial factors which are also responsible for the changing buying and consumption
behavior of consumers. So, the main purpose of this study is to identify and evaluate the factors
related to the organic food consumption and buying in India.
Design/methodology/approach – This study is conducted in two stages, the first stage of the
study sought to identify the factors influencing consumption and buying behavior of consumers
for the organic food through extensive literature review and experts’ opinion. In second stage,
these factors are assessed using the DEMATEL-technique, which aids in identifying the causal
relationships among all of the factors. It also aids in classifying the factor under consideration
into a cause and effect category
Findings – The results reveal that the Health Consciousness, is the most important factor and
has the most impact on Indian consumers' desire to purchase organic foods. Further, Lifestyle
and Sustainability have also been found among the top three most important factors which
determine the buying behavior of consumers for organic food. Environmental Concern is also
among the most influencing factors of organic food consumers’ behavior in Indian context.
Research limitations/implications – The structural model used in this study is based on the
DEMATEL approach only, which is its foremost limitation in itself. Further, as the study is
completely relied on expert opinions, expert opinions could be biased. The study includes only
five experts and it is the next limitation because the results can not be generalised. This research
has produced beneficial results for all parties involved in the organic food industry, including
marketers, the government and producers. Understanding the outcome will help them gain
greater consumer insights. So they can benefit by creating a more effective approach to achieve
goals, they can learn which factors are most affecting and significant for consumers.
Originality/value – Use of decision-making trial and evaluation laboratory (DEMATEL) in
analyzing the factors affecting consumers’ buying behavior towards organic food is still a
comparatively fresh way and can extend the knowledge of both academic and practical.
Keywords – DEMATEL, Organic foods, Health consciousness, Environmental concern,
Sustainability.

Dimensions of networking and their outcomes on startups: A review

Sheetal Singh

India is known for its third-largest startup after USA and China, but the saddest part is that
more number of startups are declining at the same time. Therefore, it is crucial to educate
entrepreneurs about networking and how to gauge networking for their startup’s success. The
purpose of the paper is to evaluate existing research on the aspects of networking behavior in
entrepreneurship which includes networking size, ties, formal and informal networking, and
the impact of these aspects on the success of their startups.
This paper consists of three parts. I start off by getting some of the most important paper on
entrepreneurship management and dimensions of networking behaviour. I then assess the
existing literature on networking structure, networking content, and networking interaction,
highlighting some of the key difficulties raised by this body of work and noting the significant
contributions made to date. I propose directions for future research in the third and the
concluding section.
The result demonstrates that business (formal) relationships act as a mediator between
internationalization and business success. Business partnerships help an organization to gather
information, transmit knowledge, and process information. Despite the fact that informal
networking can be seen as a beneficial activity with benefits for individuals, companies, and
society at large, it can also lead to collusion, cliques, nepotism, and other forms of unethical or
corrupt behaviour. Therefore, network dependence has a direct and indirect impact on
entrepreneurial performance.
 Track name Fin-9 Track date 19.11.2022/ 10.45 to
12.15

Track chair Nilesh Gupta

Effectiveness of corporate governance on audit quality in the banking industry in

Mauritius: in time of change
Deeljore Rudranee Devi, Accounting and Finance, Faculty Law and Management, University
of Mauritius

Throughout history, the call for extra reassurance from auditors are superior today primarily
because of audit failures arising from several unavoidable external events for example: the
financial scandals, augmented criminal activities, fast technological advances and the financial
crisis of 2007-2008 (Albitar, Gerged, Kikhia, & Hussainey, 2020). The latest and harshest
external event that may distress audit community is the covid19 pandemic. Moreover, as per
Global Economic Crime and Fraud Survey, 49% of companies’ financial reports do not offer
the quality standard (PwC, 2018). Since corporate governance (CG) can play a significant role
to enhance the auditing function and its effectiveness in this time of change. This paper
therefore analyses the effect of CG on audit quality (AQ) using the approach of Tanzina et al
(2019) in the banking industry in Mauritius over an eleven years’ time period (2010-2020)
covering part of the covid19 crisis period and also studies the impact of the pandemic on AQ
as per Johnsson et al (2021). No such study has been carried out on the banking sector because
banks are excluded from almost all samples as they are specialised in nature. Moreover,
Koutoupis et al (2021) mentioned that the existing literature is mainly theoretical and that more
empirical evidence is needed. Thus, this research paper fills in the gap and makes a significant
contribution to the governance literature by providing some empirical evidence on the impact
of CG on AQ during this time of change in Mauritian banking sector. Mauritius because it is
one of the most robust economies in Africa with 1st position and 2nd amid Small Island
Developing State (SIDS) (World Bank Group, 2020) and therefore the result from this study
can be a model to SIDS.
This paper uses mixed methods that is quantitative data was collected from annual reports to
examine whether CG has an impact on AQ and qualitative data was gathered from semi-
structured interviews carried out with eleven auditors, one from each bank, to study the effects
of covid19 on AQ. Using panel generalized method of moments regression, the finding records
no significant relationship between governance attributes that is GScore (GScore was based on
NCCG (2016) principles for good CG and calculated by the summation of five elements: board
independence, board size, CEO duality, institutional ownership and presence of audit
committee) and AQ (AQ was measured by summing up three variables that is Big 4 audit firms,
audit committee independence and presence of board-reporting internal auditors). This result
can be explained by the fact that although complying to the recommendations of CG code is
imperative, it is not enough to guarantee the governance effectiveness. Effective CG arises out
of accountable and simultaneous alert actions by the managers, the board of directors,
shareholders and auditors. Another reason may be due to the several ways to evaluate AQ
which might be influenced by the legal background, the operational function of the banks and
culture. However, firm age is positively significant with AQ while firm size and covid19 have
a negative and significant relationship with AQ. On the other hand, the exploratory approach
about the effects of covid19 on AQ provides evidence that the pandemic has different effects
on the features that constitute AQ that is GC assessments, auditor-client relationship and
auditor independence. The prime threat to maintain high AQ is GC-assessments as covid19 has
worsened the ability of auditors to make accurate assessment and thus has a negative impact
on AQ. In contrast, the finding shows that the auditor-client relationship has not been equally
afflicted, primarily due to effective execution of digital meeting while the number of meetings
and the relationship have remained the same. In addition, covid19 has insignificant influence
on auditor independence and AQ. Hence, this paper contributes with the fact that auditors must
raise their focus on GC as stakeholders require greater disclosure and banks should not just
comply but adhere effectively to governance mechanism.

Investigating the influence of financial inclusion on financial well-being of Women

Stella M, SRM Institute of Science and Technology
Ramachandran T, SRM Institute of Science and Technology

Financial inclusion (FI) is a process of ensuring access to financial services. It also provides
timely and adequate credit where needed by vulnerable groups such as weaker sections
(women) and low-income groups at an affordable cost. In diverse countries like India, FI is a
critical part of the development process. The combined efforts of government and regulatory
institutions have helped in increasing financial inclusion in the country. Financial inclusion has
improved considerably over time. The study attempts to examine the determinants (access,
usage, and quality) of financial inclusion and its effect on the financial well-being of women
in Chennai. The demand-side analysis of measuring financial inclusion with mediating variable
as financial self-efficacy on the financial well-being of women with a sample of 530. The
primary data collection is done by administering the structured questionnaire using a purposive
sampling technique. Confirmatory factor analysis (CFA) and structural equation modeling
(SEM) is performed to describe the latent constructs and their hypothetical relationships with
adequate empirical evidence. The outcome of the study will facilitate all the stakeholders
including policymakers and financial institutions to enact policy guidelines to ensure the
financial well-being of vulnerable groups (women) through financial inclusion initiatives.

Green Culture and Behavioral Intention to use a Technology: Fundamental to Green

Information System Adoption and Implementation
Swati Yadav, Indian Institute of Information Technology, Allahabad
Vineet Tiwari, Indian Institute of Information Technology, Allahabad

A lot of developments and improvement is happening in the area of supply chain management
and especially in the area of green supply chain management for sustainability of the
organizations. Green Information System (Green IS) is one such development in the field of
green supply chain management. Green IS is still in its initial phase and scholars, researchers
are still working on the factors and consideration for its adoption and implementation.
Although academicians have touched almost every factor of Green IS adoption and
implementation, very few have talked about the behavioral aspect of Green IS adoption and
implementation. The aim of this paper is to study the behavioral factor that is the pre
requirement and fundamental to Green IS adoption and implementation. In this study we are
taking Green culture and behavioral intention to use a technology as the behavioral factors for
Green IS adoption and implementation. Culture and organizational behavior of the organization
affects in some or other way, the adoption and implementation of any technology or innovation.
In case of Green IS also it is the green culture and behavioral intention of employees to use a
technology which affects its adoption and implementation. This paper proposes a framework
using the theories of norms activation, resource based view and planned behavior, and model
of technology acceptance showing green culture and behavioral intention to use a technology
fundamental to Green IS adoption and implementation.

A Comparative Analysis of Profitability of Selected Public and Private Banks in India

Savita Lathwal, BPS Women University, Khanpur Kalan, Sonipat, Haryana
Krishan Boora, BPS Women University, Khanpur Kalan, Sonipat, Haryana

The banking sector is the most prominent sector for the overall economic development of an
economy. The profitability of the banking sector is an important factor to analyze the
performance of banks. This study analyzes the profitability of selected public and private banks
in India. The data for the last five years from 2018-2022 of six Indian banks is used in this
study. In this study, we include three public banks and three private banks based on total assets
for the last five years. The data analysis is based on secondary data. In this study, Return on
Assets and Return on Equity are used to compare the profitability of banks. The T-test, graphs
and mean value are used for comparative analysis. The present paper also provides insights for
researchers, academicians, and professionals about the profitability of the Indian banking
sector.

Mobile phones' role in the adoption of financial technology in the context of small
businesses
Upasana Gupta, AMITY UNIVERSITY

Technology has become inseparable part of our life. Use of computers and other electronic
gadgets make our life meaningful and efficient. Such expansive use of computers produce huge
amount of electronic wastes and carbon emissions which negatively impacts the environment.
These serious pollution causing conditions need to be immediately addressed. This
solicitousness toward the environment merged with the cognizant use of computers and their
harmful wastes is known as Green Computing. Computing is hugely used in all the
organizations, today emitting gargantuan amounts of wastes and carbon footprints along with
tremendous loss of electricity. Therefore, it is crucial for all the organizations and its employees
to make use of these readily available technologies very carefully. This calls for promotion and
application of green computing behaviors and competencies in an organization. Green
computing competencies are influenced various factors like awareness, knowledge, skills,
intention to use and environmentally-active transformational leadership that promotes green
computing competency and behavior within its organization and its employees. This study aims
at analyzing the factors that influence the adoption of green computing competency in an
organization and how adopting green computing competency and behavior influences
organizational culture and its brand image. Based on the literature, the article contributes in
identifying and classifying the factors that determine the adoption of green computing behavior
and competencies in organizations. The findings suggest that adopting and implementation of
green computing competency in organizations transforms the overall organizational culture and
it improves the brand image of the company and strengthens the employer branding in the
market. Managerial implications for companies include hike in the goodwill and brand image
of the company. People perceive a good image of the company and more employees are
attracted to the company due to its green culture and effort to serve the planet earth.
 Track Name IS-9 Track Date 19.11.2022/ 10.45 to
12.15
Track Chair Ashveen Kutowaroo

Capability-oriented digital transformation in secondary mathematics education

Songezo Mata, University of Witwatersrand, South Africa

The capability of teachers to use technology for teaching mathematics in secondary schools is
still at an early stage, equivalent to the enhancement stage of the SAMR model (Puentedura,
2006). Digital transformation (DT) in secondary mathematics education (SME), or the use of
digital technologies for teaching mathematics in secondary schools in a transformational
manner, is critical for deep conceptual understanding for better education outcomes. Previous
studies have not thoroughly investigated the notions and themes associated with shifting DT in
SME beyond the early stage. This paper is based on case studies from two provincial education
departments. It explores four factors related to the use of digital technologies for teaching
secondary mathematics: digital skills of educators, leadership, infrastructure, and teaching
experience. The current research will be helpful to critical stakeholders in the education sector
such as teachers, principals, education officials, researchers/academics, and sponsors by
contributing to existing knowledge and enhancing understanding of how the education sector
widely uses digital technologies (dynamic software – Excel, GeoGebra, Geometer's Sketchpad)
for teaching secondary mathematics. Evidence across the two research sites identified the lack
of digital pedagogy, no governance structure (during digital education policy design,
development, implementation, and monitoring) and lack of technical architecture as some of
the vital emergent concepts that can influence the shifting of digital transformation in
secondary mathematics beyond the early stage.

Situated learning and collective human capabilities in rural digital transformation

Kgopotso Ditshego Magoro, Wits University, South Africa

ICT4D projects facilitate access to services such as banking and health, amongst other things,
for communities in resource-constrained environments. However, the lack of digital skills is
one contextual factor contributing to the ineffective usage of digital technologies. The
deterministic approach and focus of ICT4D actors on inclusion and access, undermined the
capabilities of rural communities as co-producers of knowledge and co-creators of digital
services and products. Lately, scholars suggest the turn to indigenous understandings of
technology adoption, as a way of improving the adoption and usage of digital technologies.
This paper suggests a situated learning and skills transfer approach, rooted in local ontologies,
to unlock collective human capabilities, digital skills and 21st century skills for inclusive and
active participation in the digital knowledge economy.

Capability-oriented digital transformation in resource-constrained environments

Lucienne Abrahams, LINK Centre, University of the Witwatersrand, Johannesburg, South
Africa
Mark Burke, LINK Centre, University of the Witwatersrand, Johannesburg, South Africa

A long-term shift is taking place, from humans producing and using analogue technologies, to
humans producing the digital technologies that extend our cognitive and decision-making
capabilities and production capacities. Evidence indicates that existing theory and practice for
digitally-enabled development in poor and marginalised communities, broadly termed
information and communication technologies for development (ICT4D), introduced in
developing countries in the past 30 years, struggles to sustainably take account of, and translate,
the understanding of socio-cultural contexts into real digital development, in resource poor
contexts, over time (Hansen, 2019). Therefore, we seek to build the theoretical understanding,
as well as the practice-oriented design, of activities relevant to capability-oriented digital
transformation, in resource-constrained environments. This theoretical paper is based on case
studies of rural economic communities and rural educational communities. While this research
commenced prior to the COVID-19 pandemic, it has real significance for South Africa and for
a broader audience, beyond the pandemic. Particular relevance relates to the need to understand
the immediacy of digital solutions for everyday activities, for example creating resilience with
respect to (i) rural development opportunities, (ii) and enhancing the teaching and learning
experience in rural schools. Long-term relevance includes the need to learn lessons about how
to push forward development (in this case digitally-enabled development) through human
agency, rather than through short-term solutions, or through technological determinism. Early
evidence suggests a capacity for institutions and communities to quickly adopt and use digital
technologies (artificial intelligence enhanced applications in fintech, virtual meeting platforms
for learning, digital health screening for public safety), in crisis times, despite institutional and
governmental resistance, or failure, to adopt and use digital technologies for development, in
times of relative stability. This work aligns with the broad theme of digital transformation in
organisations.

Digitalization and Competitive Advantage Theory: A Empirical Study from the Indian
Manufacturing Sector
Dr. Geeti Sharma, Mangalmay Institute of Management and Technology, Greater Noida
Aastha Sawhney, Amity Business School, Noida, Amity University, Uttar Pradesh
Dr. Sahil Gupta, Chandigarh University, Punjab

Digitalization and related digital technologies have fostered digital transformation in the Indian
Manufacturing Sector and are considered an important ingredient in easing out the various
processes of nurturing & sustaining businesses. Moreover, this has revolutionized the entire
gamut of activities by providing new business opportunities & inimitable growth opportunities,
opening up new channels of generating revenues, and igniting new techniques of cutting costs
in order to accomplish a distinctive competitive position. The study aims to empirically
examine the role of digitalization in promoting and intensifying the Indian manufacturing
sector and secondly whether digitalization facilitates achieving a competitive edge for the firms
in the market. In this reference, a scientific research model consisting of a hypothesis has been
developed from the existing literature. The proposed model was tested using the Multivariate
data analysis technique SEM. The empirical result reflected that digitalization has a positive
and significant role in optimizing the process and also leading to Lean transformation.

Barriers to digital transformation in higher education: A Research in Indian Context

Shipra Arora, Amity Business School, Amity University Maharashtra
Dr Bhawna Sharma, Amity Business School, Amity University Maharashtra

"Purpose - The purpose of this study is to evaluate a theoretical framework for identifying and
prioritising obstacles to higher education's adoption of digital transformation.
Design/methodology/approach: The Indian Context will be used to test the framework. To find
the main obstacles, a survey will be done first. Second, based on the inputs to assess the
relevance level of barriers and the level of difficulty to remove them, the contextual link
between the important obstacles will be established. To prioritise the barriers, a barrier priority
matrix will be created.
Findings: This study will be identifying the key barriers in the implementation of digital
transformation in higher education in India.
Research limitations/implications: Future study can be conducted in many geographic regions
because the results are based on a specific regional context.
Practical implications: The theoretical framework that is practically helpful to carry out the
identification and prioritisation of barriers is laid out in this study. Additionally, the study's
findings provide policymakers with some guidance for creating rational solutions to get around
the obstacles.
Originality/value: This study's key contribution is an empirical analysis that systematically
identifies and ranks obstacles to higher education's digital transition."

Understanding factors affecting students’ perception towards use of Information

Communication (ICT)Tools tools using Technology Acceptance Model (TAM)
Dr. Sushma Patil, GuruNanak Institute of Management,Matunga,Mumbai
Dr.Chandrahauns Chavan, Jamnalal Bajaj Institute of Management Studies

Worldwide Educational institutions had shifted the teaching delivery mode from traditional
face to face teaching and learning to blended or online teaching and learning during COVID-
19. Information and Communication Technology (ICT) has emerged and proved as the best
tool for all facets of life and its impact on education is a very high in recent trends. Studying
the factors affecting perception to use ICT tools in teaching and learning can help in best
implementing it in management education. Therefore, the purpose of the research is to identify
the factors of students' Perception of ICT tools usage and to investigate how these factors can
shape students' intention to use ICT tools. A conceptual framework based on the Technology
Acceptance Model (TAM) was modified. A structured questionnaire was developed and used
to get information from the 100 postgraduate management students who used ICT tools. The
results reveal that students' perception of Perceived Usefulness, Perceived Ease of Use,
Attitudes towards ICT tools, and the Institutional and infrastructural support were identified as
significant determinants of students' intention to use of ICT tools by correlation analysis. The
results demonstrate that the ICT usage by TAM model proposed in this study supports all the
hypotheses of behavioral intention to use ICT tools by multiple regression analysis. It is
recommended that outcome of this research will provide proper information for integrating
new technologies into the management teaching and learning process.

Impact of Digitalization on Trading of ICT Goods: A Study of Group of Emerging

Market Economies
Prof Sonia Dhir, Jagan Institute of Management Studies

"The paper focuses on the determination of the impact of the process of digitalization on the
trading of ICT goods initiated in the group of Emerging Market Economies. The study treats
the countries considered for the study as an integrated group of emerging market economies.
The paper examines the direction and magnitude of the relation between the exports and
imports of ICT goods and the combined GDP of group of these countries. The paper has
developed the distributed lag models separately for exports and imports of ICT goods. A
distinguishing feature of the study is that it generates and reports both structural and reduced
form parameters on one hand and the short and long term relations between ICT exports and
imports of the combined GDP of EME.
The main findings are as follows : the time series of GDP , ICT exports and imports diverges
from normal distribution. The paper has used an innovative t test for determining whether the
series of core variables are normal; it has been supplemented by traditional Chi2 and Jarque
Berra tests of normality with a view to compare results of all three tests.
Besides, Dickey Fuller test reveals that (1) time series of GDP is not stationary and (2) time
series of ICT exports and imports are found to be stationary. This has prompted the application
of Engel Granger test of stationarity of the linear combinations in the regression models and h
test of autocorrelation. The results of both these tests have validated the econometric models
used in the study. The results show that one percent change in GDP leads to 75% change in
exports and 78% in imports. As against this short run impact of 1% change in GDP leads to
78% in exports and 98% imports. Thus growth effect of GDP on imports is greater than its
impact on exports both in short and long run. Though the impact in the short run or imports is
much greater than the corresponding impact in the long run. This may partly be accounted by
the process of correction of adverse balance of trade in the long run."
Track Name PT-14 Track Date 19.11.2022
Track Chair Rahul Mohare

It must be Excellent if an Instagram Star Endorses it, Right? Examining the Link
Between Para Social Relationships, Influencer Credibility, Product-Influencer
Congruence and Online Purchase Intention
Sridevi Gopakumar and Madhava Priya Dananjayan, Loyola Institute of Business
Administration

With the rise of influencer-brand collaborations in recent years, the value of social media
presence in marketing strategy cannot be overstated. Unlike earlier studies that focused on
followers' responses to influencer-promoted products and sales generation, this inquiry seeks
to uncover other critical underlying factors that impact online purchase intentions. Influencer
marketing may be a successful approach for promoting cosmetic products on Instagram
provided they are seen as authentic. Yet, if they identify their reels as an advertisement, their
reputation may be harmed, resulting in decreased interest in the product. Additionally,
influencer-product congruence results in the construction of attitudes that might affect
purchase intention. The focus of this research is to investigate if the credibility of influencers,
product-influencer congruence, compensated communication, and parasocial relationships
may effect consumer purchase intentions. A research model based on previous literature was
designed and empirically tested based on data obtained from 326 female respondents who
were followers of the five leading Instagram beauty influencers using structural equation
modelling. The investigation has managerial implications for influencers and beauty brands,
as they may greatly boost followers' engagement when they are exposed to Instagram
marketing reels.

Impact Of Influencers on Brand Engagement – A Conceptual Study

Monisha L S and Kavitha S, PSGR KRISHNAMMAL COLLEGE FOR WOMEN

Digitalization has gained a lot of social media users through which businesses gain
customers. Instagram is one such social media which has been gaining a lot of users in the
present and is expected to grow in the future. Instagram is a place where people post their
photos and videos in an interesting way, by which people like and share one another’s. Since
Instagram has been gaining a lot of attention, marketers are making use of this platform to
make their businesses a profitable one. Brand engagement is forming an emotional
attachment between a consumer and a brand and Instagram has been an effective platform
for such activities. Instagram has a lot of influencers, who are celebrities, popular reel
makers, content creators, etc. who have followers for their own creative content on
Instagram, and these people are influential in Instagram, where people just get influenced by
what these Instagram influencers post/share in social media. These people help businesses to
gain customers by suggesting any product or services in Instagram and their target is to make
awareness about the existence of the product/service or selling it. People who like certain
celebrities or popular artists get influenced and they show interest in the product or services
which have been suggested. In this way businesses are making the best use of Instagram with
the help of influencers and in turn they are being paid. This study is about successful
influencer marketing strategies adopted by brands for engaging their customers with the
brands.
 The Relevance of Social Media for Business, Marketing, and Consumers Preference
MD. SHAMS MUKHTAR, K VIGNESHWARI, PROF. ANNAVARAPU CHANDRA
MOHAN, Central University of Tamil Nadu

The impact of social media on marketing, product branding, and the corporate environment
is the main focus of the study. It looks at recent corporate activities and its use of social media
to manage its marketing strategy. Identifying issues, risk mitigation, product reputation
monitoring, and process control using social media are all part of social media management,
for value creation makes exceptional brand image reputations vital. The rise of social media
has changed how people engage and communicate globally. Additionally, it explains how
social media marketing and management affect product and business recognition and
reputation. Social media has altered many facets of interpersonal communication, which
affects business. For digital consumers, social media networking has become a daily activity.
Storytelling is a crucial and fascinating component of social media marketing used by small
and large brands and businesses to draw in and keep new and existing customers. The
analysis was from secondary information gathered from different online sources and earlier
studies, which gives an intense idea about the access rate of social media usage for business
and customers' relevance. Analysis of social media and its platform relies heavily on data
and statistics. Due to its varied form and platforms, social media can offer valuable data for
analytical decision-making. Analysts rely primarily on quantitative and statistical data to
manage social media and support fact-based decision-making.

Minimalistic Consumers in India: What is the role of Religiosity

Fazeen Rasheed A K and Janarthanan Balakrishnan, National Institute of Technology,
Trichy

Introduction
Many Indian consumers have become more interested in a minimalist lifestyle in the last few
years, and many have started to do so. Consumer minimalism highlights the number of
possessions, sparse aesthetics, and mindfully curated consumption. Much theoretical support
has underlined the relationship between consumer minimalism and religiosity(Chowdhury,
2018). Minimalism is a consumerist philosophy based on intentional dissociation from
material demands and acquisitions. It combines deconsumption, the pursuit of sustainability,
and freedom from waste and material accumulation. It is a consumerist philosophy cantered
on the conscious rejection of one's material demands and acquisitions(Wilson & Bellezza,
2022). It is standard practise to express minimalism via consumption in a variety of ways,
including but not limited to monochromatic interior design, capsule wardrobes, tiny home
living, and the elimination of clutter.

Across the past few years, there has been a growing trend toward consumption on a more
modest scale all over the world. A growing number of people are becoming more
knowledgeable about the advantages of leading a simpler lifestyle(Oliveira de Mendonça et
al., 2021). There has been a lot of research done on the things that take place in a person's
life before they make the decision to live a simple life by themselves. It has been
hypothesised that religious ideals, in addition to other psychographic factors, are a factor in
what motivates people to voluntarily simplify their lives. The current study makes a
contribution to the body of previous research on minimalism by conducting an empirical
investigation into the relationship between religiosity and minimalism. This research
differentiates between the links between intrinsic religiosity and extrinsic religiosity with
minimalism, based on the seminal distinction given by (Allport & Ross, 1967). The purpose
of this research is to achieve the aforementioned objective.

Literature Review & Hypotheses

The Theory of Planned Behavior provides a useful theoretical framework within which to
analyse how one's religious beliefs may influence their tendency toward Minimalism(Ajzen
et al., 2018).According to the Theory of Planned Activity, attitudes toward the behaviour,
subjective norms, and perceived behavioural control all influence behaviours and
behavioural intentions. Regarding Minimalism, attitudes toward behavior reflect an
individual’s evaluation of Minimalism (Kang et al., 2021). At the same time, subjective
norms refer to the social influence to lead a life of Minimalism, and perceived behavioral
control is the ability of an individual to engage in Minimalism. Furthermore, attitudes toward
Minimalism are affected by behavioral beliefs regarding the positive or negative
consequences of engaging in Minimalism. Subjective norms toward Minimalism are
influenced by normative beliefs, which are beliefs regarding the extent to which influential
referent groups approve or disapprove of Minimalism(Oliveira de Mendonça et al., 2021).
Finally, perceived behavioral control is affected by control beliefs, which are beliefs
regarding whether one can engage in Minimalism. A range of background variables,
including personal, social, and information variables, can influence behavioral, normative,
and control beliefs (Lloyd & Pennington, 2020). Religiosity is one such background variable.
Religiosity should influence behavioral beliefs regarding Minimalism (by highlighting the
positive outcomes of engaging in Minimalism) and normative beliefs regarding Minimalism
(by highlighting that coreligionists and religious institutions positively perceive
Minimalism)(Chowdhury, 2018). This should subsequently lead to positive attitudes,
behavioral intentions, and behaviors related to Minimalism. The major religious traditions of
the world support lifestyles of Minimalism, and Indians are more religious towards their
beliefs. The proposed research framework for this empirical study is as follows.

Methodology

We will adopt already published scales to measure the constructs of the study and also apply
the questionnaire survey to verify the hypotheses and research framework. The unit of
analysis will be the consumer level. The research object focuses on Indian consumers. We
are planning to collect data from more than 250 consumers in India through the questionnaire.

Plan for Data Analysis

This study will utilize structural equation modelling (SEM) to verify the research framework
and hypotheses and apply AMOS to obtain empirical results. SEM of this study will examine
both the measurement model and the structural model. The measurement model will check
the reliability and validity of the model by using confirmatory factor analysis. From the
structural model, this study will analyze the overall model fit and the significant relationship
between the variables.

Study Implications
This paper will extend consumer minimalism research and verify the relationship between
religiosity and minimalism. Indian consumers are more religious in nature. Both intrinsic and
extrinsic religious characters are there in Indian consumers. This study tries to verify the
relationship between religiosity and consumer minimalism. Religious Indian consumers are
more minimalistic in nature. So marketers must have to focus Indian consumers through
minimalistic point of views. Businesses tend to generalise about minimalist customers
without taking the time to learn about what drives them or what stresses them off. Thus, firms
must develop strategies and tactics to tap into this emerging segment of Indian minimalistic
consumers.

Major References

Ajzen, I., Lohmann, S., & Albarracin, D. (2018). The Influence of Attitudes on Behavior.
The Handbook of Attitudes, May, 187–236. https://doi.org/10.4324/9781410612823-13
Allport, G. W., & Ross, J. M. (1967). Personal religious orientation and prejudice. Journal
of Personality and Social Psychology, 5(4), 432–443. https://doi.org/10.1037/h0021212
Chowdhury, R. M. M. I. (2018). Religiosity and Voluntary Simplicity: The Mediating Role
of Spiritual Well-Being. Journal of Business Ethics, 152(1), 149–174.
https://doi.org/10.1007/s10551-016-3305-5
Kang, J., Martinez, C. M. J., & Johnson, C. (2021). Minimalism as a sustainable lifestyle: Its
behavioral representations and contributions to emotional well-being. Sustainable
Production and Consumption, 27, 802–813. https://doi.org/10.1016/j.spc.2021.02.001

Lloyd, K., & Pennington, W. (2020). Towards a Theory of Minimalism and Wellbeing.
International Journal of Applied Positive Psychology, 5(3), 121–136.
https://doi.org/10.1007/s41042-020-00030-y
Oliveira de Mendonça, G., Coelho Rocha, A. R., & Bogéa da Costa Tayt-son, D. (2021). The
minimalist process: An interpretivist study. Journal of Consumer Behaviour, 20(5), 1040–
1050. https://doi.org/10.1002/cb.1912
Wilson, A. V, & Bellezza, S. (2022). Consumer Minimalism. JOURNAL OF CONSUMER
RESEARCH, 48, 796–816. https://doi.org/10.1093/jcr/ucab038

Exploring the Impact of Digital Marketing on Higher Education Institutes (HEIs) in

Mumbai
Dr.Kasturi R Naik, DES's NMITD
Dr. Arjita Jain, NCRD's Sterling Institute of Management Studies
Dr. Muppavaram Gowri Shankar, Lala Lajpatrai Institute of Management
Dr. Srinivasan R Iyengar, JBIMS

Digital Marketing is all about using digital channels or electronic devices to market products
and services in order to reach consumers. A Digital Marketing strategy empowers a business
entity to leverage various digital channels to connect with existing consumers. It also helps
in bringing potential customers and building a brand. Today it is an information era, where
technology is advancing at an unprecedented rate and impacting individuals and
organizations. The increased use of internet and digital media is a major influence in the field
of education today. Higher Education Institutions (HEIs) are entirely revolutionized as
majority of the students are the users of the internet. It has a direct implication on the HEIs
and Universities to make increased use of digital channels to reach out to its students and
other stakeholders like teachers, parents, employers and alumni. Today worldwide most of
the HEIs are using Digital Marketing technologies to not only connect and engage with their
potential customer i.e. students but Digital Marketing is used in teaching and learning.
“In the last decade there is an increase in the number of higher education institutions in India
both public and private. With this kind of competition especially post-pandemic, it is more
important than ever that HEIs and Universities find new ways to stand out and effectively
market themselves to prospective, current, future and past stakeholders. The importance of
the digital media as commercial platform is now recognized by HEIs and Universities to
adopt online marketing channels as compared to traditional ones. A vital issue of this research
paper is to discover the impact of digital marketing on HEIs and more specifically the role
of Digital Marketing in attracting and engaging stakeholders. This use of Digital Marketing
Strategies in Higher Education Institutions (HEIs) and Universities is very crucial in order to
compete for qualified students.”
The key objective of this research study was to study the impact of Digital Marketing for
Higher Education Institutes (HEIs) and to identify the key indicators that influence customer
outreach of Higher Education Institute (HEI) through Digital Marketing and to determine
how Digital Marketing enhances brand awareness of a Higher Education Institute (HEI).
Overall this research study aims to explore the phenomena of the emergence of the use of
Digital Marketing Tools and Techniques in the branding of Higher Education Institutions. A
cross-sectional research design was used to study how digital marketing helps Higher
Education Institutes (HEIs) build their brand awareness. Both Qualitative and Quantitative
data have been used for the study. A well-designed questionnaire was made using an interval
scale between 1 and 5 and a Likert scale. Primary data was collected using Google form.
Convenience sampling and snowball sampling was used to collect the data from students,
teachers, parents and alumni of HEIs residing in different parts of Mumbai. The combined
sample size is 150.

Secondary data was collected using various sources like websites, journals, newspapers,
magazines etc. to explore more about how digital marketing influences HEIs' student
outreach and brand awareness. The data was analyzed and interpreted using SPSS and MS-
Excel. Statistical procedures such as the Simple Percentage Method, Kolmogorov Smirnov
Test, Chi Square Test, and Spearman Rank Correlation were used. Research findings reveal
that there is a significant relationship between Digital Marketing and student outreach of an
HEI. The stakeholders’ outreach of a Higher Education Institute (HEI) can be improved
through Digital Marketing as Digital Marketing enhances Brand Awareness of a Higher
Education Institute (HEI).

Consumer reaction to the other side of corporate social performance

Harshita Gupta and Prof. Shveta Singh, Indian Institute of Technology Delhi

Studies conducted on how consumers react to corporate social performance (CSP) signals
are generally centred around the positive signal of CSP, that is, corporate social responsibility
(CSR). Consumer reaction to the negative signal of CSP that is, corporate social
irresponsibility (CSiR), is seldomly researched. Against the backdrop of signalling theory,
this study put forward a research agenda encompassing four subject matters for further
studies to consider to help broaden this field of research. First, studies should treat CSiR as
a separate and distinct construct from CSR and explore the standalone consumer reaction it
elicits. Second, the extant literature predominately defines CSiR as counter-normative
corporate actions. Defining CSiR as an unintentional negative signal extends the purview of
CSiR and signalling theory. Third, the media plays a vital role in information dissemination.
Scholars could study the mediating role of media between CSiR and consumer reaction.
Lastly, research would benefit from evaluating the crisis management policy and the firm’s
response to consumer sanctions like protests, negative word of mouth, and grievance
complaints. The study discusses the proposed areas and provides potential research questions
for the same.
 Track Name PT-15 Track Date 19.11.2022
Track Chair Subrat Kumar

Emotional Influence – A Mediator Between Brand Communication and Brand Loyalty

Dr. Ravi Rajai, Maharanishri Nandkunvarba Mahila Arts & Commerce College
Prof Dr. Vasudev Modi, Department of Commerce Maharaja Krishnakumarsinhji Bhavnagar
University Bhavnagar

Every brand strives to establish a distinctive, well-known brand identity. By evoking the
consumer's emotions, emotional appeal aims to build a rapport between them and the product.
Strong uncontrollable feelings that have an impact on our conduct are referred to as emotions.
Consumer behavior is significantly influenced by emotions. When customers are overcome by
depression or togetherness, they frequently engage in excessive shopping. A person's intuitive
sentiments, which result from their thinking, knowledge, and cognitive evaluations of events
or thoughts, are the source of emotion, which is a mental state. An individual's psychological
and social requirements are tied to an emotional appeal while considering what goods and
services to buy. Many shoppers are compelled or emotionally inspired to make specific
purchases. Advertisers try to capitalise on the emotional appeal, and this is especially effective
when there is little distinction between various brands and their services. Brand experience and
brand loyalty is influenced by emotions. The study focuses on how emotions can be effectively
used in brand communication to build and strengthen brand loyalty. It was discovered that
Consumers tend to be loyal to a brand because they want to re-experience the pleasurable
feelings.

An Empirical Study on Brand Sustainability as a Positive Factor in Consumer Purchase

Intention with special reference to Mumbai
Dr. Kasturi R Naik, Visiting Faculty, NGASCE, Ms. Rishika Bhojwani, Assistant Professor,
SOBA, Dr. Deepak Gupta, Assistant Professor, NGASCE

Sustainability branding is a holistic form of green branding. It’s an attempt to solidify the
company as environmentally, economically, and socially responsible. In the pursuit of broader
corporate social responsibility goals, many companies turn toward more sustainable brand
strategies. This helps them to both attract customers and uphold ethical core values. These
sustainability efforts include retailers using more regenerative and renewable energy, and car
companies seeking to reduce emissions from their vehicles. Another example is sustainable
clothing brands offering wardrobe staples made from recycled, fairly traded, and
environmentally conscious materials. Business leaders see a positive environmental impact and
greater consumer interest if they become sustainable brands” (Sustainability Branding: How to
Build a Green Brand, Masterclass, February 3, 2022)
Environmental, economic, and social issues have been of contemporary interest to
academicians, researchers, and entrepreneurs for some time now. Research on brand
sustainability is moderately limited, especially in developing countries, such as India. This
study is therefore designed with the objective to determine the relationship between consumer
awareness of sustainable products and/or services and their everyday purchase decision. The
study also examines whether brand sustainability is a positive factor that influences consumer
purchase intention. For this study, the purchase decision and purchase intention is explained
considering the following context. “Salem (2018) explained that the purchase decision is the
process where customers are encouraged to identify needs, create options, and select specific
brands or products. It means a series of choices before the purchase happens. This could come
in the shape of where to purchase certain products, what brands or models to buy, when to buy,
how much should the customers spend, what payment method to use, etc. (Gunawan et al.,
2019). A similar definition is stated by Lovelock and Wirtz (2007). They described the
purchase decision as the purchasing process, in which customer will have the experience to
select, take, and perceive a service through three steps which are the pre-purchase stage, the
encounter of service stage, and the post-encounter stage (Nugraha et al., 2018). For purchase
intention on the other hand the theory of planned behavior is used to understand behavior and
predict it. It is determined by behavioral intention., which is affected by attitudes toward the
behavior, subjective norms, and perceived behavioral control (Kan & Fabrigar, 2017). The
theory of planned behavior has been used successfully to predict and explain purchase
behavior. A planned behavior where customers are willing to buy a product is known as
purchase intention (Nguyen & Gizaw, 2014). Eagly and Chaiken (1993) argued that intention
is an individual’s motivation to consciously plan to do an action or behavior (Jonsson et al.,
2019). Intention to buy defined by Talha (2006), relates to the state of mind reflecting the plan
of a buyer to purchase a certain brand within a certain period (Rafsandjani, 2018)” (Farida et.al
, 2021)
Secondary data was collected using various sources like websites, journals, newspapers,
magazines, etc. to explore more about sustainability branding, consumer awareness, and its
relation to consumer purchase intention and purchase decision. Using quantitative techniques,
the study interviewed 509 people, conveniently selected from Mumbai, and primary data was
collected by administrating the google form link to the respondents. The data was analyzed and
interpreted using SPSS and MS Excel. Statistical procedures such as the Simple Percentage
Method, Chi-Square Test, and Spearman Rank Correlation were used. Research findings reveal
that there is a significant relationship between consumer awareness of brand sustainability and
everyday purchase decision. The findings reveals that there is a positive high association
between consumer awareness of brand sustainability and everyday purchase decision. It is also
interpreted that brand sustainability is a positive factor in consumer purchase intention and
there is a positive high association for influence of consumer awareness and willingness to pay
high price for sustainable brands.
The findings suggest that it would be strategically noteworthy if stakeholders like
entrepreneurs, policymakers, and business leaders reduce the cost of sustainable
products/services to the final consumer, rigorous public education campaigns, and collaborated
with deliberate brand-building efforts to augment the level of sustainable brand consumption

Keywords: Brand sustainability, Environment issues. Societal issues, Business leaders,

Purchase intention

Education 4.0 as Innovation for Sustainability in Educational Platforms

Dr. Payal Sanan, Amity Business School, Mumbai, Amity University, Maharashtra, India
Dr. Vinit Joshi, Amity Business School, Mumbai, Amity University, Maharashtra, India
Dr. Pushpendu Rakshit, Amity Business School, Mumbai, Amity University, Maharashtra,
India
Shaheen Mansori, PhD, School of Business, Malaysia University of Science & Technology

Indian education system is at the midst of paradigm shift from traditional classroom practices
to modern digital platforms. The innovation in education system in Indian scenario brings
opportunities for many digital entrepreneurs. Some of them even recommend pre-courses if
required before commencing with the Massive Open Online Courses. Although India as a
developing country leads involvement in MOOCs in Asia, some factors that could challenge
the feasibility of MOOCs in India could include: the traditional mindset of examination, habit
of attending classes for records, network, access to hardware due to economic constraints,
diversity of languages, the habit of memory-based learning, low involvement in self/ research-
based learning/ skill-based learning, ethnicity, the credibility of employability quotient after
MOOC, (Rai & Chunrao) only collecting, storing data but also reading, lack of guidance on
the utility of material, increased interest in Audio – Visual and ppt rather than reading, lack of
face to face learning atmosphere, lack of hands-on experience, etc. However, research studies
indicate that even where the resources were present, the willingness to learn using MOOCs was
negligible. The COVID-19 pandemic crisis has also boosted innovating education 4.0
practices. This study is based on primary data collected via random sampling method from 355
respondents [students and faculties]. Also, we had insight from few such innovative
practitioners. The literature reviews help to understand that there have been studies in past but
not much on the current crisis of pandemic. Thus, such a study would help to examine the
student engagement, satisfaction and retention on these diversifies MOOC platforms. This
study is explorative in nature, which outcomes demonstrating challenges and probable
solutions to the student engagement on innovation MOOC platforms in Universities.

Exploring Self-Congruity with Luxury Brands - A Cross-Generational Perspective

Sangeeta Devanathan, Faculty of Management Studies, Jain (Deemed-to-be University)

There is ample research to show that Gen Z (defined for this study as those born between 1992-
2002) is a cohort that has been deeply influenced by easy access to the internet. These
influences have created more profound generation gaps than ever before. This research aims to
examine the generation gap between Gen Z and Boomers (defined in this study as those born
between 1972 - 1982) in the context of luxury brands.
Has the perception of Luxury brands changed between these generations? If so, how deep is
the chasm? Is there evidence to exhibit that one generation is significantly more connected to
luxury brands than the other? We have explored answers to these questions in the context of
self-congruity. Self-congruity is the extent to which brand personality and self-concept are
compatible. It is “the match between the product’s value-expressive attributes (product-user
image) and the audience’s self-concept”.
Consumers can express their self-image by purchasing and consuming brands with particular
associations, referring to the symbolic benefits. Two significantly used constructs regarding
the symbolic benefits of a brand are brand personality and self-congruity, and they both have
positive effects on brand evaluation. When a brand exhibits human qualities, individuals can
relate personally by linking their self-image to the brand’s personality.
The Brand Personality Scale (BPS) was created by Aaker (1997) explores the brand’s
personality through five-character measurements - Sincerity, Excitement, Competence,
Sophistication, and Ruggedness. In this research, we have used the BPS to measure the
perceived Brand Personality of western luxury brand (Gucci) and across two generations. The
BPS has also been applied to measure the respondent’s self-image. The brand’s personality and
self-image have been compared to arrive at self-congruity with the brand. The variance in self-
congruity between the chosen generations has been analyzed to understand any significant
differences between Gen-Z and Gen-X in the brand-self congruity.
 Track Name STRAT-10 Track Date 18.11.2022
Track Chair - Dr. Pushkar Dubey and Dr. Kailash Kumar
Sahu

Integrating Quakerism in Contemporary Management for Holistic Development: Cases

and Reflections
Prof. Sunita Singh Sengupta and Akshay Kumar
The present paper is a part of ongoing research of the first author in integrating Philosophy into
managerial practices for creating virtuous employee engagement and organizational
excellence. With the changing scenario and typical work styles, philosophy has a significant
role in creating positive leadership who practices compassion, love, and truth for creating
inclusive organizations. In this paper, the authors have aimed to give a background of the
relevance of Quakers philosophy to managerial practices by citing examples through the
specific case of Cadbury Schweppes, The Bournville Model Village and other brief reflections.
The current article claims a great deal to be learned about business practices by reflecting on
how the Friends, mostly forgotten and disregarded in the foundation narratives of management
studies, were structured and how they successfully managed their businesses. The authors also
consider multiple implications that management studies may derive from researching the
Quakers' management style in the future. Consequently, the authors suggest that now would be
the wise moment to reclaim truthfulness and behave ethically and constructively.

Organizational Happiness in Universities- An exploration path to Sustainable

Development Goals
Palak Verma, Nitin Arora and Ezaz Ahmed

Happiness is a term which is related to an individual’s subjective well-being and promoting

well-being at all ages is essential to build sustainably developed institutions and societies
(SDG3). According to the UN report, the recent pandemic has increased the prevalence of
mental health issues. The WHO provides guidance and advice people to manage their mental
health along with physical health. Keeping employees happy at workplace helps them gain
higher levels of commitment towards the organization and ultimately reduces Employee
turnover and stress rates within the organization. With this forming a base for strengthening
the employee well-being, Organizations need to adapt various measures to build a high level
of sustainable organizational happiness. Past literature have suggested various aspects towards
understanding Organizational Happiness. This paper undertakes the perspective which
suggests that organizational happiness is derived from, or at least dependent on, the happiness
of the individuals in the organization. The recent pandemic has led to a change in the scope of
variables defining Organizational happiness. The aim of this study is to explore various factors
affecting organizational happiness in context of universities to reveal various dimensions
positively contributing towards supporting the UN’s sustainable development goals (SDGs). A
qualitative approach is employed in order to define the organizational happiness construct in
the new normal. In-depth interviews are conducted with professors holding an expertise in the
field of happiness in the university system. The interviews are transcribed and variables
defining Organizational happiness are extracted using NVIVO software. The findings of the
research extracted new variables as well as some old variables with a wider scope. These
include- Academicians Digital literacy, Resilient organizational structures, workload
management training, Mercy training, Research project involvement, Happy employee
recruitment. The implications of this research will serve University’s Human resource
practitioners to formulate new institutional policies for building high quality, sustainable and
resilient workplaces based on organizational happiness to support economic development and
academicians’ well-being (SDG9).

An Exploratory Study on the Adoption of the Sustainable Practices by Selected

Companies towards a Greener World
Anu Grover, Vayu Tewari, Hareesh Kumar T. and Eronimus A.

Nature is indispensable to human survival. It nurtures our economy, our society, and indeed
our existence. Our planet is currently dealing with a slew of environmental issues, including
global warming and environmental pollution. Reckless use of natural resources has
necessitated the need of putting the era of environmental ignorance to an end. Governments
and agencies all over the world are implementing several initiatives to address these issues.
Consequently, these policies have ultimately stimulated enterprises to take on greater social
and environmental responsibility. The paper deals with the case studies of various companies
that have modified their working in order to align their goals with that of nature. Also,
companies that are put forward in the study belong to varied sectors to analyse the extent of
adoption of sustainable practices to weigh how well various businesses are upholding their
environmental obligations via exploratory research. The study observes that the adoption of
sustainable practices is witnessed in all kinds of companies irrespective of the product they are
dealing with. The companies are not only claiming to achieve sustainability goals in the future,
they have already achieved much in the past with regard to the same and still promise to
continue the efforts for the same. It is also been observed that 'going sustainable' is not just a
tactic to attract customers but this is something that they have inculcated in the values of the
organizational system. However, given the extent and frequency of deterioration of the
environment, there is still a long way to go in order to ensure that the profits of companies are
ensured without putting the health of the planet at stake. In today's world, sustainable practices
are practiced in almost all sectors, but due to time constraints, this study is limited to only five.
 Track Name PT-16 Track Date 19.11.2022
Track Chair Dr Dinesh Kumar Sharma

A comparative study of regulating norms related to crypto currencies with reference to

India and US
Ms. Leena Kapse, G.S. College of Commerce
Dr Vivek Pimplapure, Dr Ambedkar Institute of Management Studies and Research
Dr Pushparaj Kulkarni, Dr Ambedkar Institute of Management Studies and Research

"A cryptocurrency is a kind of digital or virtual currency that is secured by Blockchain

technology. Numerous cryptocurrency-decentralized networks are built on blockchain
technology. Cryptocurrencies are created through a process called mining, and one can also
buy them from exchanges.
In 2008, Satoshi Nakamoto, who remained anonymous, invented Crypto Currency and
published a white paper presenting it to the general public. There are currently thousands of
cryptocurrencies in the crypto market. By May 2022, there were over 19 million bitcoins in
circulation, valued at $576 billion globally. There are a total of 21 million bitcoins in existence.
The rules that have been put in place to regulate cryptocurrencies globally are expanding
alongside their use.
Blockchain, a cryptographic computer networking technology, is used to create
cryptocurrencies, which enables them to circulate without requiring a central authority like the
Federal Reserve or central bank. As a result, cryptocurrencies are independent of the
government. As a result, it has been difficult to defend their legal standing in numerous
financial jurisdictions all over the world.
The world's first country to accept Bitcoin as a legal tender for financial transactions was El
Salvador. Every country on the rest of the planet has a different approach to cryptocurrency
legislation.
The goal of this study is to determine how the US addresses cryptocurrency legislation.
Additionally, the approaches taken to regulate cryptocurrencies in the US and India are
compared to open the doors to laws that would encourage and foster crypto investment in
India."

Assessment of RFID enabled Tracking Solution for High Value Inventory Items in
Mining Organization
Shishir Dutta, Coal India Ltd
Renu Lamba, Graphite Era University

"The Indian economy has shown strong growth in the recent past and is expected to continue
on a high growth path in the coming future. The strong growth in the economy will have an
implication in terms of energy security for the country. Considering the limited reserve
potentiality of petroleum & natural gas, challenges in solar power energy, eco-conservation
restrictions of large hydroelectric projects and geo-political perception of nuclear power, coal
shall continue to occupy the centre stage of the Indian energy scenario. In an emerging
economy like India with energy-intensive industries, the impact of the cost component of fuel
price can lead to a loss of competitive advantage. Therefore, efficiency in coal mining
operations with better cost benefits and improved productivity with IoT-based solutions in the
supply chain with scaling up of operations is the essence of the country's energy security.

There are capital-intensive assets of heavy earth moving machinery (HEMM) and material
handling plants which are in operation in open cast coal mining projects. For day-to-day
operation and maintenance, huge inventory items/sub-assembly are required and therefore
efficient inventory management is a constant focus area of the enterprise as it is the most
important and key cost parameter. The paper attempts to suggest a solution for the identification
and tracking of inventory objects with radio-frequency identification (RFID) for their
traceability and optimum usage. These inventory objects are the major cost component in the
cost sheet of any mining company.

The aim of this paper is to deliberate an inventory tracking system with an RFID tag and
automatically identify the inventory object thus avoiding manual intervention or human error
in getting the performance of the components and suppliers. All repair history and failure
details for the component’s effectiveness can be obtained and integrated with any ERP system
for inventory optimisation.

This paper is related to details of technical ideas of the system. It is expected that this study of
inventory tracking with RFID for inventory objects in the Mining industry may lead to better
operation and maintenance of the plants in operation with real-time data, smother logistics with
tracking and traceability of any items in the business process and will provide an opportunity
for throughput improvement with better tracking and monitoring process, planning,
synchronization of capacities, increase of availability and utilization with eliminating human
intervention and visibility and accuracy. It also adds to having greater control over reducing
threats such as theft."

Influence of Social Media on Individual’s Organizational Commitment

Kirtida Vora, Sasmira's Business School

"Organizational Commitment topic is the most discussed one since past 5 decades and is
heading towards a new dimension particularly in this decade – a period after the world was hit
by the pandemic. In this decade, the media was taken over by a bigger media called social
media. But that’s not the end. It is surprising to know that social media has found space in
every atom. The success of any organization always depended on how it responded to the
impacts. Though organizations have been evolving continuously, the current era digital
transformation is the immediate need of hour required for survival.

The present paper is focused on the social media influence on the organizational commitment
of employees. The study was carried out with the formulation of a questionnaire and the results
of the study were thought-provoking. The previous studies have stated various attributes which
tend to lower the organizational commitment. Social media has identified itself as the
parameter influencing organizational commitment with the employees under social media
influence showing more organizational commitment. Social media is no longer only a form of
entertainment. Today, everyone including the business executives, decision makers,
professionals, entrepreneurs are interested in putting social media at its best use."
 Leveraging inclusivity and diversity in business
Sandhya Atram, Madhuri Kharate and Ramdas Kamdi

During one of the worst phases of the Covid pandemic (February to September 2021), when
India faced a shortage of everything - medical professionals, beds, oxygen, infrastructure and
more, there were only two things that could have controlled the deathly spread of the infection
-
good quality masks and timely vaccines, especially for those who were most vulnerable. At the
same time, India experienced the most severe form of vaccine shortage, an overload on the
Cowin portal, vaccination appointments cancelled on the arrival of the patient, and long queues
in the hot sun. Among the worst affected were the elderly, flummoxed by the technology of
booking an appointment, One-time-passwords (OTPs) that did not get generated, then timed
out, the desperate search for the vaccine, and the endless wait at centres. Even worse, was the
situation of those in old age homes and those bedridden. Often too frail mentally to remember
even their full names, without one of the five prescribed government-issued identity
documents, the vaccine continued to elude them.

Non-financial Risk Management Strategies in Commercial Bank

Monica Rose, Amity University

The thought of risk in the banking industry is often associated with perception of credit and
financial risks. However, the incidence of significant, non-financial risk events (such as system
downtime, frauds, accidents at work, power back up failures) have caused damaging financial
and brand reputation effects for banks worldwide. Such incidents have presented a prospect for
stakeholders to reflect on the significance of risk of non-financial nature. Hence, the purpose
of this research was to understand the integration of risk management of non-financial nature
in the process at commercial bank and evaluating its impact. The study followed qualitative
approach using action research. The study analysed the impact of medium risk and its control
challenges. Key implications and lessons learnt include the increasing necessity of
understanding of nonfinancial risk concepts, the necessity of balancing risk management and
business progress and institutionalize proactive control mitigation of medium risks to minimize
operational and associated losses.
 Track name PT-17 Track date 18.11.2022

Track chair Amitabh Bhattacharjee

Industry 4.0 Status of Indian Automobile Firms – A Comparative Report

Yavana Rani, CMS Business School
Praveen Gujjar, CMS Business School

The objective of this study is to cover the two broad factors: To get a better understanding of
how behavioral or personality attributes affect in-app gamification adoption and customer
experience which in turn lead to purchase intention this study employees five factor model
(FFM) of personality (Openness, Conscientiousness, Extraversion, Agreeableness, and
Neuroticism). The study also examines the mediating role of ease of use of technology between
customer engagement using gamification and purchase intention. The study finds various
behavioral traits that affect the consumers to have an enhancing customer experience. As
presented in findings behavioral traits such as Openness, Agreeableness and Neuroticism are
essential in successful adoption of gamification across the e-commerce sector in India.

Impact of 2D Barcoding on Reverse Supply Chain

Dr. Shilpa Narayanswamy, Welingkar Institute of Management Development & Research
Nikhil Ghantial, Welingkar Institute of Management Development & Research

Complexities associated with the supply chain have been increasing day by day. Industries are
in a quest to modify their practices to win over the competition and thereby showcase their
market presence. Technology has changed lives significantly in supply chain; efforts required
to maintain data on register plus maintaining all the register from past in a place changed to
maintaining an excel file and many more. Similarly, the focus of this paper is to highlight an
aspect focused on traceability. Traceability is critical to quality (CTQ) in some of the industries,
specifically pharma, specialty chemicals, automobile sector to name a few. Traceability can be
forward and backward. With traceability, the whole history of products can be determined. To
gain an insight into this, a case company was selected to study on their practices, and the
various challenges were observed. Traceability in reverse supply chain was one among the
major issues faced as the company spent a lot of time tracking the returned products. One such
application and its benefits are showcased in our study whereby using 2D barcode printing and
scanning on a metal part data the organization increased its traceability element as part of
reverse supply chain. It also acts as a poka-yoke (mistake proofing) in the assembly line which
is one of the benefits. Another one is a customer focused benefit leading to improvement on
future products.

Reduction in COG consumption for normal operation from 48Nm3/T to 40 Nm3/T

Lipun Kumar Behera, Sr. Manager, JCAPCPL
Atul Bhalerao, DDM

Coke Oven Gas (COG) is input component in a continuous annealing line, used as a fuel for
ignition and generation of heat efficiency inside CAPL furnace. Post visit from experts of
Nippon steel, it was noted that the consumption of COG was on higher side.
Team JCAPCPL took over a project for reduction of Coke Oven Gas (COG) consumption at
Continuous Annealing and Processing line (CAPL).
As the temperature requirement varies from different grades of coil
(270IF,340IFHSS,440HSS,590HSS,780HSS), the COG consumption also varies as per the
strip temperate.
The team underwent research, conducting brainstorming with Nippon Steel experts and ideated
an option to reduce the strip temperature, so the COG consumption also reduces.
Trail was taken on low critical material by reducing the strip temperature from 790 degree
Celsius to 770 degree was successful, as there was no deviation in mechanical properties.
Further trails were taken on other grades and was found successful.
The total evaluation highlighted reduction in COG consumption from 48Nm3/t to 40 Nm3/t
and a cost saving of Rs. 3 Crores annually. As a knowledge sharing, the initiative was
documented and shared with other group companies and was well appreciated.

AutoConnect – An inclusive world

Shephali Patel, School of Management, BBD University, Lucknow
Beacon Varshney, SM - Supply continuity & Purchasing Analyst

Objective: To create a self-assessment and networking webpage for the white collars, who will
be able to trace their market presence and market value. Based on the experience, exposure &
career aspirations it will suggest the courses one can undertake to enhance their capabilities.
This shall be done in collaboration with government.
In today’s BANI world where everything has become so dynamic & unpredictable, agility and
resilience is needed more than ever before. By upgrading ourselves with latest technologies,
tools and skill sets catching up becomes possible.
We know that Automobile industry contributes ~49% to its manufacturing GDP & 7% as in
whole.
It is said that currently, India is the youngest country with maximum demographic dividend
ratio of the world. By training them efficiently we could reach to the bar of developed nations
by 2050
The biggest challenge which is observed is of accurate guidance. The question lies is that which
course, tools, or skill set shall be suitable to follow an aspired career journey in automobile
industry? A practical approach rather than the theories to take the bigger leap.
This abstract is about creating a self-assessment and networking webpage for the white collars,
who will be able to trace their market presence and market value. Based on the experience,
exposure & career aspirations it will suggest the courses one can undertake to enhance their
capabilities. This shall be done in collaboration with government. Individual would be able to
map their growth with the skill sets required, that shall help them reach to their dream job.
Conclusion: Individual would be able to map their growth with the skill sets required, that shall
help them reach to their dream job.

Double slag practice at EAF – Dar to try

Prakash Chandra, Tata Steel Long Products

Tata Steel Long Products made a brave attempt to produce high quality steel having very low
hard intrinsic impurities using double de-slag practice for manufacturing of Tyre Cords.
Context:
The team took a challenge to develop tyre cord grade, this is highly specialised grade &
currently being imported from Japan/Korea, the challenging part was to achieve very low level
of intrinsic inclusion. This development of this grade would replace imports & reduce CO2
footprint for country.
At TSLP, the sulphur removal is being done in ladle furnace by addition of lime in reducing
environment created by addition of Aluminium, the addition of Aluminium results in some
intrinsic inclusions which is not desired for Tyre cord. So trials were taken to avoid Aluminium
addition like ladle conditioning (previous heat processed slag having minimum Al2O3), use of
slag modifier, addition of Silica based synthetic slag. However, these trials also did not yield
any results. Thus, TSLP came up with innovative idea of double slag formation.
The Innovation:
The Team has attempted to produce prime grade steel with the existing set up only & after lot
of literature & article survey, the team has come up with very innovative process of Double
slag practice. The requirement to produce the product is to have low hard intrinsic impurities
(Such as Al2O3 etc) along with meeting the required level of Phosphorous (Max 0.010%) and
Sulphur(max(0.010%) in the product. At TSLP with existing process design, it was not possible
to produce low impurity steel as per customer, so a different approach taken as Double Slag
formation in a single furnace which involves removal of both Sulphur and Phosphorous by
making oxidizing and then reducing slags. This led to significant learnings. Through this
innovation, the team has attempted to produce the niche product. Although the end result cud
not be achieved but there were immense learning & the team will again come up with new way.
Key Challenges :
There was reversion of Phosphorus from down levels while making slag suitable for reducing
Sulphur in Electric Arc Furnace. Team found that once %Sulphur is controlled at high
temperature, Phosphorous increases and once %phosphorous gets controlled at lower
temperature, then %Sulphur increases.
1. Time of processing was increased by almost two times thereby increasing all associated
consumable parameters. So, we couldn’t obtain a relevant process window to be financially
viable.
Insights and Learnings :
• Complete removal of first slag is necessary for avoiding reversion of phosphorous and
reduction in process time.
• Later half of the process should be only limited to Arcing.
• More lime addition becomes necessary during second slag formation.

Knowledge-based services to push product sales

Shreedhara Goswami, Manager, ISWP

Business Need
The unprecedented situation of the COVID pandemic created a of immense uncertainty in the
economy; especially in the business area where the competition is high. Due to stagnancy in
the demand in specific sectors combined with high competition, getting premium for a product
was becoming even more difficult and brand value alone was failing to do so. This created a
need for a stronger differentiator. The need was intense especially in markets of commodity
products, where the sensitivity towards price is high.
The differentiator should be such a value addition that creates the impact the business owners
are looking for. Something that the customers find attractive.
Idea Description
As an additional support to the customer (especially MSMEs), trainings and similar assistance
may be extended in desired fields. This would act as a differentiator for a brand.
This may start with trainings in the concerned field (related to the concerned product). E.g:- in
our case, ISWP Welding Business is into welding consumables. Hence, the service may start
with technical trainings in the field of welding.
The same may be expanded to include other fields like communication, finance and accounting,
marketing & sales, etc (as per customers’ needs).
This service would be complimentary to all the customers but would focus especially on
MSMEs, as the need for such assistance is higher.
Business Impact
• The introduction of such a service would increase the dependency of the customer as we
would be catering to the end-to-end needs. This would help in differentiating a brand in an
already overloaded and highly competitive market.
• This additional service would have very minimum cost impact as ISWP has the required
expertise in the popular fields as part of its manpower.
• From the business viewpoint as the dependency of the customer gradually increases, it would
be possible to demand premium on the product.
• From the social point of view:
This would help create an atmosphere of learning at the MSMEs
Help in skilling, reskilling and upskilling the employees of the MSMEs.
Would also help the making the existing employees of the customers be future ready.

Energy Efficiency enhancement process in Steel Industry.

Asutosh, Sr. Mgr Rail Management & Commercials, Tata steel

Steel industry is highly energy intensive, and Tata Steel is no exception. Although in the past
Tata Steel has achieved significant improvement in energy efficiency through different phases
of modernization adapting many new efficient technologies, the improvement trend had
reached a plateau during the period from FY’12 to FY’15. Energy efficiency campaign through
Shikhar-25 initiative has helped us to make significant improvement to become national
benchmark on specific energy consumption in FY’16. The pace of improvement on energy
performance was maintained in FY’17 too and best ever specific energy consumption of 5.69
Gcal/tcs is expected to be achieved.
TATA Steel India is also striving towards becoming world steel benchmark in energy
efficiency. In last two years’ various new initiatives were taken and many innovative ideas
were captured and implemented through Shikhar-25 programme. We at Jamshedpur Steel
Works, could reduce down our specific energy consumption to 5.698 Gcal/tcs from a level of
6.012 Gcal/tcs (FY15), ~5.2% reduction. Tata Steel Jamshedpur has now set an aspirational
target of 5.2 Gcal/tcs by FY25 which is 8.7% further reduction from the current level. In order
to promote this campaign, we should relook the scope of effective use of energy through
process innovation as well as adopting newer technologies and best operational practices.

AI utilization for enhancing plant performance and reliability

Mr. Mukesh Sharma, Lead Associate, MIS Perf. & Efficiency , Tata power

Steel industry is highly energy intensive, and Tata Steel is no exception. Although in the past
Tata Steel has achieved significant improvement in energy efficiency through different phases
of modernization adapting many new efficient technologies, the improvement trend had
reached a plateau during the period from FY’12 to FY’15. Energy efficiency campaign through
Shikhar-25 initiative has helped us to make significant improvement to become national
benchmark on specific energy consumption in FY’16. The pace of improvement on energy
performance was maintained in FY’17 too and best ever specific energy consumption of 5.69
Gcal/tcs is expected to be achieved.
TATA Steel India is also striving towards becoming world steel benchmark in energy
efficiency. In last two years’ various new initiatives were taken and many innovative ideas
were captured and implemented through Shikhar-25 programme. We at Jamshedpur Steel
Works, could reduce down our specific energy consumption to 5.698 Gcal/tcs from a level of
6.012 Gcal/tcs (FY15), ~5.2% reduction. Tata Steel Jamshedpur has now set an aspirational
target of 5.2 Gcal/tcs by FY25 which is 8.7% further reduction from the current level. In order
to promote this campaign, we should relook the scope of effective use of energy through
process innovation as well as adopting newer technologies and best operational practices.