SOUVENIR

In association with

Organized by:
School of Management
OP Jindal University
OP Jindal Knowledge Park, Punjipathara
Raigarh – 496109 (C.G.), India
Ms. Shallu Jindal
Chancellor
Dr. R.D. Patidar
Vice Chancellor
 Vice Chairman

Dr Shesadev Nayak Dr Ashok K Shrivastava

Associate Dean School of Management, Director (IC & CRE) and Head-
OP Jindal University, Raigarh Metallurgical Engineering, OP Jindal
University, Raigarh

It indeed is a proud moment for the School of Management, OP Jindal University

to announce the 2nd edition of the International Conference on the Role of
Innovation, Entrepreneurship and Management for Sustainable Development
(ICRIEMSD-21) on 27th and 28th of November’2021. We appreciate the
dedicated efforts and hard work put forth by the conveners and the organizing
secretaries in making this conference a grand success.

The keywords of the conference are innovation, entrepreneurship, management,

and sustainable development. The theme could not have been more appropriate
today than ever before. We are sure this theme will create a lot of excitement in
the teaching and academic research community and there will be numerous
academicians and research scholars presenting their papers in this conference.
We have no doubt that this conference will be a fruitful experience for them, both
in terms of their intellectual prowess and academic recognition.

We wish all of them all the very best.

Regards, Vice Chairman, ICRIEMSD.

 Convenor & Co - Convenor

Dr JP Rath Dr Saket Jeswani Dr Rekha Sharma Mr Sudipta Nanda

Sr. Assistant professor, Associate professor, Associate professor, Assistant professor,
School of management, School of management, School of management, School of management,
OP Jindal University, OP Jindal University, OP Jindal University, OP Jindal University,
Raigarh Raigarh Raigarh Raigarh

We are greatly honoured to invite the delegates for the 2nd "International Conference"
organized by School of Management at OP Jindal University, Raigarh during November 27-
28, 2021 in association with India Case Research Centre, AIMA, New Delhi and Chhattisgarh
Chamber of Commerce, Chhattisgarh, India and carries the theme "International Conference
on Role of Innovation, Entrepreneurship and Management for Sustainable Development".

It is proof of the importance and significance of this event that it has the presence and active
participation of the most important researchers, academician and business entities in the
fields of Innovation, Entrepreneurship, Management and Sustainability. During this
conference, significant advancements in all aspects of research, development and
applications will be covered and discussed in presentations together with plenary, invited
talks and technical sessions. The technology today is developing at a rapid pace. In this era
of globalization, the exchange of knowledge and skills has given a further fillip to the
exponential growth in the field of innovation and entrepreneurship. Such phenomenal
advancements have revolutionized almost every sphere of human life today. It gives us a
platform to learn and explore this field and develop insights into the interdisciplinary
approach to management practices.

The conference encompasses many plenary and technical session, where 4 technical
sessions will be conducted on different theme related with Innovation and
Entrepreneurship and total 13 technical sessions will be conducted in different areas such
as Marketing, Human Resource, Finance, General Management and Case Study.

We express our sincere thanks to the management of OP Jindal University for agreeing upon
and extending all supports to organise this International Conference. We wish to thank all
the organising committee members, participants, sponsors, invited speakers, scientific
advisory board, volunteers and those who have contributed to the successful organisation
of this great event.

Regards, Convenors and Co – Convenor, ICRIEMSD.

 Organising Secretaries

Dr Vikash Kumar Dr Adil Khan Dr Sunil Kumar

Assistant professor, Assistant professor, Assistant professor,
School of management, School of management, School of management,
OP Jindal University, OP Jindal University, OP Jindal University,
Raigarh Raigarh Raigarh

On behalf of the school of Management, OP Jindal University, Raigarh we would like to cordially
welcome you to the 2nd International Conference on Innovation, Entrepreneurship, Management
for Sustainable Development. Our university is working on the concept of Innovation and
Entrepreneurship since many years now and we have realized organizing such programmes will
drive industry-academia collaboration and contribute to the benefit of multiple stakeholders.
The last decade has seen not only in engineering and technology but management sector to have
invested significant time and effort into the area of innovation and entrepreneurship. This is a
welcome change for the university where we see clear opportunities and areas of larger
networking between various players in this multi-domain/ sectoral industry. We could
successfully associate ourselves with various technology institutions and academia in the last
decade.
This conference with the theme “Innovation, Entrepreneurship, Management for Sustainable
Development” is the right platform to bring various stakeholders under one roof to discuss the
needs of innovation and entrepreneurship in a totality. Through this conference, we are putting all
our effort to show some direction to the national innovation and start-up policy and coming out
with the list of research findings.
The thematic talks and the plenary sessions will drive you through the multi-sectoral emergence
in innovation and entrepreneurship. This is the 2nd International conference of its kind in the
university where everyone could have the opportunity to showcase and present their ideas,
thoughts, developments that could lead to a meaningful life. We welcome you, to this wonderful
conference and make the maximum out of it. We thank each and every one of you who are
contributing to the success of the conference and looking forward to seeing you all soon in the
conference which will be held online mode.

Regards, Organising Secretaries, ICRIEMSD.

SOUVENIR

Organized by:
School of Management
OP Jindal University
OP Jindal Knowledge Park, Punjipathara
Raigarh – 496109 (C.G.), India

In association with
Abstracts
ofpapers
 GENERAL
management

1
nd
2 ICRIEMSD
November 27 – 28, 2021
 GENDER DIVERSITY IN CORPORATIONS: A
BIBLIOMETRIC ANALYSIS

GM-ICRIEMSD-022

Shubham Singhania, USME, Delhi Technological University

Varda Sardana, Shri Ram College of Commerce, University of Delhi.

The presence and active participation of women in entrepreneurial ventures, firms and corporations
has undergone an immense change over the past many decades. With the improvement in
regulations regarding the composition of board of directors of companies, and in light of the
emphasis on gender diversity, appointment of women directors on the board has also witnessed an
upsurge. With many countries making the appointment and inclusion of women on boards
compulsory, the motives seem to be not only social, but also economic in nature. The extant
literature available in the area of gender diversity in corporations is based on multiple social and
psychological theories.
The purpose of this study is to undertake a quantitative examination, using bibliometric analysis,
of the scientific articles in the field of gender diversity, to understand the growth of this concept
over various dimensions. The Scopus database has been used to retrieve a total of 547 articles
published on gender diversity during the 32 years spanning 1989 to 2021 which, after filtration,
brought down the final number of articles to 352. VOS viewer software has been employed for the
purpose of analysing these articles, that further enabled in the formulation of bibliometric citation,
co-citation, and co-word maps. The results provide an overview of the prominent countries,
significant authors, major studies, and top journals in this domain. In addition, the study also
identifies the various dimensions, such as financial performance, social performance,
environmental performance, sustainability disclosures, which are related to, or are being impacted
by gender diversity.
This study provides an insight into the emerging sub-areas of research within the given field, and
allows identification of gaps by other researchers for further studies. By giving a bird’s eye view
of the literature available, the study also points towards the seminal and most impactful research
studies conducted in this area. At the same time, this study is limited because of its reliance on
only one database, which may have resulted in the exclusion of certain significant papers and
articles. Expansion of the database beyond the hitherto used Scopus database shall provide a more
extensive analysis of the field of study.

Keywords: Gender Diversity, Women on Board, Financial Performance, Bibliometric Analysis.

2
nd
2 ICRIEMSD
November 27 – 28, 2021
 THE ROLE OF SOCIAL MEDIA IN E-GOVERNANCE
IN INDIA: AN
ANALYTICAL STUDY WITH REFERENCE TO
COVID-19 PANDEMIC
GM-ICRIEMSD-037

Smriti Singh Chauhan, Amity Institute of Social Sciences, Amity University

With the outbreak of COVID-19, the whole world got into a global health crisis, and still every
country is working hard to survive with it. COVID-19 has opened some new avenues in the field
of e-governance. The use of social media platforms to raise awareness among citizens has
multiplied manifolds. In this time of pandemic, with rising expectations of citizens, governments
need to innovate, and social media has become a key component of e- governance in India. This
paper examines the concept of Indian e-governance, focusing on the usage of social media. It
examines the opportunities and challenges social media offer for e-governance in this pandemic
situation.

Objective of the study: The purpose of this study was to analyse the role of social media platforms
in e-governance in India, especially in the COVID-19 pandemic.
Methodology: A mixed approach and several social media platforms were used to collect data
via web questionnaires/online interviews with convenience sampling. This study will use the
base of the qualitative approach to take the secondary data from the earlier research for
comparative analysis to understand the opportunities and challenges of e- governance initiatives
based on the social media platform with reference to covid-19 Pandemic.

Keywords: E-governance, Social media, Covid-19.

3
nd
2 ICRIEMSD
November 27 – 28, 2021
 A BIBLIOMETRIC ANALYSIS ON BUSINESS &
MANAGEMENT RESEARCH DURING COVID-19
PANDEMIC: TRENDS AND PROSPECT

GM-ICRIEMSD-042

Anshu Rani, REVA University Pavithra S, New Horizon College of Engineering

Purpose: In numerous fields of knowledge, including business and management, the COVID-19
problem has produced enormous research undertakings. As the global pandemic of COVID-19 has
drawn significant attention with an increasing number of research studies appearing in the
literature, it is imperative to analyze the recent trends of research and future thrust areas. A
bibliometric study of the articles published during the COVID-19 time period in the area of
business and management is rare with the focus on South-Asian context.
Research Design: The total number of articles identified for purpose of research throughout the
Scopus database was 3,648 using the COVID-19 key word and limiting this search to published
journal articles in the domain of business and management. Further, VOSviewer software was
used to analyze data and finds were presented.
Findings: VOSviewer software has given the results on cluster of authors, country of publications,
citation analysis, co-citation, keywords and significant journals of publication.
Practical Implications: Given that the COVID-19 epidemic is still far from being under control and
that more research is needed to determine the direction of future research and other hot topics. This
study will provide the future prospects in COVID-19 related business research and will end by
pointing about the implications of these results.
Keywords: COVID-19, Research Trends, VOSviewer, Business, Scopus, Bibliometric.

4
nd
2 ICRIEMSD
November 27 – 28, 2021
 IMPACT OF E-GOVERNANCE ON SOCIAL,
ECONOMIC, AND POLITICAL ASPECTS OF
SOCIETY
GM-ICRIEMSD-54

Sidhant Sharma, Amity University

The onset of the pandemic has resulted in the transformation of several existing aspects of society.
The governance strategies, techniques have changed drastically, and several digital techniques
have been formed that have not only boosted transparency in the system but have also enhanced
the accountability of the system. There are primarily two dimensions of power i.e., soft power and
hard power. The digitization of payment systems, diplomatic channels, entertainment sources,
educational sources, etc. has directly boosted the soft power aspects of the nation. The process of
digitization has not only provided a boost to the tax net but has also made access to services easier
for citizens. Several services like license acquisition, banking services, etc. received a digital boost
that not only paved the path for easier services for citizens but also helped the government to
streamline its services across several sectors. The paper 6nalyses a model that can not only boost
the e-governance practices but also sustain such services in the long run. The conventional political
mechanisms have also witnessed a rapid change which has led to the formation of new political
and social interactions across society. The Covid crisis has resulted in the world going digital in a
short period. It has also posed several challenges in cross-border diplomacy and has shifted the
epicenter of geopolitics across different nations. The boost to global e-governance can pose
opportunities as well as several challenges for the administrative systems globally. The paper
6nalyses these opportunities and challenges in a holistic manner. The workings of international
groupings have also received a complete transformation which is also properly analyzed in the
paper. Therefore, at this crucial juncture, it is important to analyze the existing challenges and also
be prepared for the future challenges that will be encountered in the post-covid world. The paper
concludes with an analytical model for e-governance systems and mechanisms and enhancement
of transparency and accountability of the political, social, and economic systems globally.

Keywords: Soft power, E-governance, COVID, Technology, Economics, Social, Political,

Administration, Management, Personnel, Digitization, Goods and Services, etc.

5
nd
2 ICRIEMSD
November 27 – 28, 2021
 COMMUNITY PERCEPTION OF EASTERN
MAHARASHTRA TOWARDS SOLID WASTE
MANAGEMENT
GM-ICRIEMSD-055

Dileep Kumar Singh, Amity University, Chhattisgarh

Waste Management is one of the serious issues since many decades. The local government bodies
are putting their efforts in the area under study but still the problem needs support of people
residing in the eastern Maharashtra. Hence the study attempts to understand the perception,
viewpoints, and attitude of people towards the issue in the existing pandemic situation. A sample
of 388 has been selected after scrutinizing out of 500. The research has also interviewed 50
employees of Municipal corporation. The data collected are analysed by using descriptive test, one
sample T test and Mean analysis. The study shows that people are positive towards environment
and garbage control mechanism but when it comes to contribute individually and shoulder the
responsibility, they turn hostile. New measures such waste inventory, Data availability about waste
and tie up with corporate are some of the interesting findings of the manuscript. The clean
environment is only possible when all the sections of society joint their hand for lofty objective
and greater cause.
Keywords: Waste Management, Perception, Community, Environment, Natural Resource.

6
nd
2 ICRIEMSD
November 27 – 28, 2021
 MANAGEMENT AND MARKETING IN ISLAM: A
DIVINE METHOD OF SUSTAINABLE
ORGANIZATION PRACTICES
GM-ICRIEMSD-069

Md. Arshad Warsi,, Centre for Management Studies, Jamia Millia Islamia, New Delhi

This paper highlights the basic fundamental principles of Islam dealing with Management in
general and Marketing in particular. Those fundamental principles are based upon the Quran and
Sunnah collectively called Al-Shariah The paper also provides an overview of the basic and
contrasting differences between the conventional western principles and Islamic Principles of
Management where it highlights the materialistic nature of the conventional principles at its core
which is incompatible with the Islamic principles where ethical values, spirituality as per Quran
and Sunnah, and most importantly the pleasure of Allah, are the foundations upon which all other
structures of an organization rest.
The paper gives an outline of the Islamic framework to attain sustainable goals of an
organization as per the principles of Islam. Further the emphasis is also on the other
aspects of management practices specially marketing and the promotional tools related to
it based upon the fundamentals of Islamic principles derived from the most authentic
sources i.e Quran and Sunnah.

Keywords; Principles, Islam, Allah, Messenger peace be upon him, Charity, Management,
Marketing, Mutual Consent, Trust, Promise, Justice, believers, Hereafter.

7
nd
2 ICRIEMSD
November 27 – 28, 2021
 MODELLING THE BARRIERS FOR ENHANCING
THE PERFORMANCE OF HEALTHCARE
SYSTEMS DURING PANDEMIC IN INDIA

GM-ICRIEMSD-094

Fahima Sherwani, Jamia Millia Islamia, Delhi

Background: The pandemic has brought the weakness of all the businesses or management sectors
to the fore. Newly emerging infectious diseases have raised concerns regarding balancing and
improvising the healthcare services delivery in India.
Purpose: The aim of the study is to identify, categorise and finalize the factors that restrict the
functioning of the healthcare system to its fullest. Design/Methodology: The study first explores
the factors that function as barriers to the performance of healthcare systems through structured
literature review. The factors were then finalised through experts via Delphi study. The finalised
factors were then modelled through TISM and MICMAC to determine the most influential factors
and the hierarchical relationship between them. Findings and Practical Implications: The study
highlights the barriers that should be optimised for the functioning of the sector. The study finally
concludes which has both academic and practical implications with further research directions for
achieving higher quality service delivery in the healthcare system. The barriers identified and
modelled by this study provide useful information for improving the healthcare service delivery in
India and similar communities.

Keywords: Health care system, healthcare performance, performance barriers, DELPHI, TISM,
MICMAC.

8
nd
2 ICRIEMSD
November 27 – 28, 2021
 BUSINESS ANALYSIS BASED ON VIPASSANA
MEDITATION PHILOSOPHY

GM-ICRIEMSD-0106

Kavita Patil,

Panjabrao Deshmukh Institute of Management Technology & Research, Nagpur

Vipassana is a practical and a logical method of purifying the mind through self-observation by an
individual. In this technique the present situation is observed and it enables the practitioner to see
things beyond the apparent truth, as they actually are. Such techniques can be applied in any
organization, as organizations are run by the people not by machines. Many researchers had applied
the teachings of Buddhist Philosophy in business management but there is still a gap based on
business analysis in relation to Vipassana Meditation philosophy. The objective of this study is to
review Buddha’s teachings based on Vipassana meditation philosophy which consists of five
elements, and helps the mediation practitioner while performing them i.e. devotion, right effort,
awareness, Samadhi (concentration) & Panna (continues learning with emotions and innovations
by self). These elements are the foundation of noble eight fold paths and considered as a tool for
Business analysis purposes in a theoretical model developed by the researcher. Though many
techniques are available for business analysis, this model will help the organization to see it “what
we really are, at present”. The findings of this model will help the business organization to see the
things as they are and emphasis has been given on internal analysis of business organizations rather
than external.

Key words: Buddhism, Vipassana, meditation, devotion, Samadhi, self assessment, Business
analysis.

9
nd
2 ICRIEMSD
November 27 – 28, 2021
 AI APPLICATIONS IN REAL ESTATE SECTOR ----
CHALLENGES & OPPORTUNITIES

GM-ICRIEMSD-0120

Seema Sharma, FMS MSLU, Udaipur

Artificial Intelligence (AI) is no longer just a buzzword as it has started making inroads in our day-
to-day lives. The concept of AI is 60 years old but now due to digital transformation & covid-19
scenario, use of AI is increasing at fast pace. At first Banking 4.0 sector has adopted AI technology
in their operations in the world. Gradually different sectors like education, marketing, healthcare,
retail & e-commerce even hospitality; are adapting & implementing the AI technology in many
ways across the world. Quietly AI has started penetrating in real estate industry as well. AI can be
used in several real estate operations like, property Analysis, lead generation & recommendations,
property development insights, land records mapping & surveying, property valuation, mortgage
and loan performance insights. AI is also very useful in under-construction projects to track the
real-time interactions of workers and machinery on the construction site and potential safety issues,
risks, errors and productivity issues. This research aims to understand the concept of AI, how Real
estate industry is using AI, what are the benefits & challenges in implementing AI. This descriptive
study employs analytical method of research which is based on secondary sources of information.
In this study we will also discuss about how AI technology is all set to emerge as a prime instrument
in real estate sector.
Key Words: Artificial Intelligence, Digital transformation, Covid-19, Real estate sector, Trend
analysis, Price forecasting.

10
nd
2 ICRIEMSD
November 27 – 28, 2021
 NATURE-BASED TOURISM AND INDIVIDUAL
COMMUNITY WELL-BEING: INSIGHTS FROM
BALASORE DISTRICT, ODISHA
GMM-ICRIEMSD-098

Jagdish Behra, Mizoram University, Aizwal

Over the years, tourism has been facilitating local community empowerment both in developing
and developed countries worldwide. In India, in order to guarantee the well-being and
empowerment of the community members, the governments both at the centre and state has
initiated several tourism developments programmes. With the increased demand for sustainable
approach, the nature-based tourism has started to gain a lot of significance because of its eco-
friendly nature. Moreover, more and more local community members are getting involved with
nature-based tourism activities. The nature- based tourism concept in Odisha has started with a
vision to conserve the nature; along with providing the opportunities to the locals as being
empowered. However, academic research on nature-based tourism is found to be underdeveloped
in the context of Odisha. The present paper mainly focuses on the role of nature-based tourism
towards community empowerment in terms of changes that it has brought about in the lives of the
community members. For the purpose of data collection, the researcher has employed
questionnaire method. The study areas for the research were Bichitrapur nature camp and Rissia
nature camp in Balasore district of Odisha. Finally, the findings of the study converged mainly on
five areas of individual community well-being namely financial, meaning of life, autonomy,
competence and relatedness.
Keywords: nature-based tourism, camps, community, individual, well-being, empowerment,
Balasore .

11
nd
2 ICRIEMSD
November 27 – 28, 2021
 ADOPTION OF EDUCATIONAL TECHNOLOGY
STARTUPS IN INDIA - CONCEPTUAL STUDY

GMM-ICRIEMSD-098

Kavita Shanmugem R Bargavi, SRM Institute of Science and Technology

Traditional education system lacks in versatility. Current day competitive world requires
technology to support education for easy to access information, most advanced teaching & learning
methods and acquisition of knowledge at any place and at any time. Education technology supports
the educational institutions in India to bridge this gap. It has also become a latest trend in India to
explore the offerings of technology in Education. Educational Technology is predicted to be a new
driver of economic growth and most of the sectors of business make a good use of technology to
deliver value to students. However, Educational sector has not yet capitalized the resources of
technology, particularly marketing technology. Adoption and use of Ed tech marketing practices
would empower education producers and startups by improving their marketing capabilities.
Educational development practitioners including government organizations, the private sector and
other implementation partners in India to identify appropriate and effective digital technology for
Ed tech value chain interventions. This study is conducted to explore various avenues of education
technology startups to support the education institutions in India. This research would benefit
educational institutions in India who are currently exploring or plan to explore in near future about
the education technologies.
Keywords: Ed tech start-ups TAM MODEL TOE MODEL, Technology.

12
nd
2 ICRIEMSD
November 27 – 28, 2021
 CONCEPT OF HOME STAY FOR SUSTAINABLE
DEVELOPMENT IN RURAL AREAS OF
UTTARAKHAND
GM-ICRIEMSD-154

Pushpa Kataria, Doon Business School, Dehradun

Vijay Prakash Gupta, ITS, Mohan Nagar, Ghaziabad
Sunil Kumar, OP Jindal University.

Objective: The present research study aims to identify the factors that influences and impacts the
actual use of home stay during COVID-19 pandemic and suggests a model for adoption and
implementation of homestay concept for sustainable rural development in the state of Uttarakhand,
India.

Design & Setting: The source of data utilized in the study includes both primary and secondary. A
total of 360 responses were collected and examined to assess the concept of home stay in
Uttarakhand. A Structural Equation Modelling using AMOS/Smart PLS have been used for
analysis of data.

Results: The analysis revealed that ‘perceived usefulness of Homestay’, ‘Eco- tourism’,
‘Community development’ and ‘nature support system’, all had a substantial impact on the
‘sustainable development’.

Conclusion: The findings of the study revealed that the concept of homestay in
Uttarakhand helps in not only enhancing the community and cultural development in the state but
act as a yardstick in measuring sustainable development.

Keywords: Homestay, Covid Pandemic, E-tourism, Community development, Sustainable

Development, Nature Support System.

13
nd
2 ICRIEMSD
November 27 – 28, 2021
 OPERATIONs/
DECISION
SCIENCE

14
nd
2 ICRIEMSD
November 27 – 28, 2021
 AN ANALYTICAL STUDY OF MANAGEMENT
INFORMATION SYSTEM IN CONTEXT OF FOOD
GRAINS AT EASTERN MAHARASHTRA
ODS-ICRIEMSD-023

Dileep Kumar Singh, Amity University, Chhattisgarh

The research article aims to study the Management Information System in the context of Food
grains (Soyabean and Tuwar ) in Eastern Maharashtra.
Indian Government in its market liberalization plan, the government should prioritize the
development of a market information system (MIS) for use by both the government and traders,
which delivers frequent information through the media on current market price and availability.
In collaboration with NIC, the IT project department has created a number of vital software
programs to assist farmers. This study aims at management information systems in the context of
food grains (soyabean and tuwar) in Eastern Maharashtra. To ensure that the research design aligns
with the research objectives, the researcher ensured that the instruments utilized in the study are
objective oriented such as Measure of central tendency and Z statistic has been used for analyzing
data.
The findings of the study suggest that because of technical complexity, end-users underestimate
the agricultural information system's utility. Due to a lack of agricultural knowledge, support for
public information financing as a key priority in agriculture may dwindle. Farmers should have
easier access to public information by increased funding for public information. More interactive
information sources might persuade traditional farmers to embrace more modern farming
techniques.
Keywords- Farmers, Management Information system, Technology, Sales, Crop.

15
nd
2 ICRIEMSD
November 27 – 28, 2021
 DRIVERS OF GREEN SUPPLY CHAIN
MANAGEMENT PRACTICES IN SME’S: AN
OVERVIEW

ODS-ICRIEMSD-031

Vishakha Ashish Mankar, Shantiniketan Business School, Nagpur

Growing environmental issues are influencing customers to be more aware of their buying
decisions. Firms are adopting steps to supply traditional goods with green alternatives. One of the
new developments for enhancing Supply Chain Management capability is green Supply Chain
Management (GSCM). The aim of this paper is to identify drivers for the implementation of Green
supply Chain Management practices in Small and medium size enterprises (SME’s). Through the
study of literatures, it has been found that there are nine drivers that have been influenced
organization in decision making of Green supply chain management implementation. The drivers
are Customer’s Pressure, Enviropreneurship, Compliance with regulation, Organizational policies,
Top management Support, corporate social responsibilities, Supplier Collaboration, Marketing and
Competitive Advantage. Apart from the identified drivers, there may be also some obstacles that
need to be researched. The research offered here is entirely focused on small and medium
enterprises (SME’s). There is scope to improve this study by considering different types of
industries.

Keywords: Green, supply chain, drivers, SME, GSCM

16
nd
2 ICRIEMSD
November 27 – 28, 2021
 ARTIFICIAL INTELLIGENCE APPLICATIONS IN REAL
ESTATE SECTOR: -CHALLENGES & OPPORTUNITIES

ODS-ICRIEMSD-048

Seema Sharma, Mohanlal Sukhadia University, Udaipur

Artificial Intelligence (AI) is no longer just buzzword as it has started making inroads in our day-
to-day lives. The concept of AI is 60 years old but now due to digital transformation & covid-19
scenario, use of AI is increasing at fast pace. At first Banking 4.0 sector has adopted AI technology
in their operations in the world. Gradually different sectors like education, marketing, healthcare,
retail & e-commerce even hospitality; are adapting & implementing the AI technology in many
ways across the world. Quietly AI has started entering in real estate industry as well. This research
aims to understand the concept of AI, how Real estate industry is using AI, what are the benefits
& challenges in implementing AI. In this study we will also discuss about how AI technology is
all set to emerge as a prime instrument that will be actively embraced for price forecasting, trend
analysis & property valuation in real estate sector.

Key Words: Artificial Intelligence, Digital transformation, Covid-19, Real estate sector, Trend
analysis, Price forecasting.

17
nd
2 ICRIEMSD
November 27 – 28, 2021
 ECONOMICS

18
nd
2 ICRIEMSD
November 27 – 28, 2021
 CREDIT RISK AND PERFORMANCE EVALUATION
OF COOPERATIVES IN REGION XI USING DATA
ENVELOPMENT ANALYSES
ECM_ICRIEMSD_016

Edgardo D. Cruz, Holy Child Central Colleges

Jesson Rey F. Sabado, College of Business Administration Education, University of Mindanao,
Bolton, Davao City.

This paper illustrated the methodology that indicates how the Standard and Negative Data
Envelopment Analysis (DEA) techniques can be applied to predict likely failures in cooperatives.
The general objective of this study is to develop a model that will provide a reasonably accurate
means of evaluating the creditworthiness of cooperatives in Region 11
using information obtained from the Financial Statement submitted to the Cooperative
Development Authority.
The results showed that the Standard DEA, in combination with the Negative DEA, could predict
cooperatives that are likely to fail. The suggested methods identify firms with a high chance of
facing corporate bankruptcy by considering the overall financial condition of firms.
Keywords: cooperatives, standard, and negative Data Envelopment Analysis, efficiency, failure

19
nd
2 ICRIEMSD
November 27 – 28, 2021
 TECHNICAL EFFICIENCY ESTIMATES OF COFFEE
PRODUCTION IN DAVAO CITY: A DATA
ENVELOPMENT APPROACH

ECM-ICRIEMSD-078

Leomar M. Sabroso Adrian M. Tamayo, University of Mindanao

The Philippine coffee industry is dominated by small-scaled farm households. This study was
conducted to measure the technical efficiency of coffee production in Davao City using Data
Envelopment Analysis. The study also determined the factors that contribute to the technical
efficiency of coffee farms using Logistic Regression. Among the 166 respondents obtained, the
study revealed that only 11 DMUs are technically efficient operating under constant return to scale
while 154 and 1 were technically inefficient operating under increasing return to scale and
decreasing return to scale, respectively. This means that, input such as farm size, labor, number of
coffee trees, age of coffee trees, fertilizers and pesticides has to be adjusted in order to reach the
frontier to be technically efficient DMUs in which coffee farms are potential to increase production
if provided with appropriate support. Furthermore, to achieve bias- corrected DEA technical
efficiency scores, Bootstrapping was done and later used for regression. Meanwhile, the logistic
regression results revealed that there were significant relationships between technical efficiency
and socioeconomic such as Age of Household Head, Sex, Access to Credit, Cropping System,
Technology, and Coffee Variety. However, the logistic regression also revealed the factors that
have no statistically significant relationship in the variables such as Education, Farm Experiences,
Household Size, Extension Services, and Off-farm Activities.

Keywords: Coffee, Efficiency, DEA, Production

20
nd
2 ICRIEMSD
November 27 – 28, 2021
 MARKETING

21
nd
2 ICRIEMSD
November 27 – 28, 2021
 ADOPTION OF EDUCATIONAL TECHNOLOGY
STARTUPS IN INDIA - CONCEPTUAL STUDY

MKT-ICRIEMSD-107

R Bargavi

Traditional education system lacks in versatility. Current day competitive world requires
technology to support education for easy to access information, most advanced teaching & learning
methods and acquisition of knowledge at any place and at any time. Education technology supports
the educational institutions in India to bridge this gap. It has also become a latest trend in India to
explore the offerings of technology in Education. Educational Technology is predicted to be a new
driver of economic growth and most of the sectors of business make a good use of technology to
deliver value to students. However, Educational sector has not yet capitalized the resources of
technology, particularly marketing technology. Adoption and use of Ed tech marketing practices
would empower education producers and startups by improving their marketing capabilities.
Educational development practitioners including government organizations, the private sector and
other implementation partners in India to identify appropriate and effective digital technology for
Ed tech value chain interventions. This study is conducted to explore various avenues of education
technology startups to support the education institutions in India. This research would benefit
educational institutions in India who are currently exploring or plan to explore in near future about
the 1education technologies
Keywords: Ed tech start-ups TAM MODEL TOE MODEL, Technology

22
nd
2 ICRIEMSD
November 27 – 28, 2021
 CUSTOMER SATISFACTION THROUGH SERVICE
QUALITY OF FOOD DELIVERY

MKT-ICRIEMSD-124

P.Vasumathi , School of Management Studies SRMIST, KattanKulathur R.Krishna Raj, School of

Management Studies, SRMIST, KattanKulathur

Food industry growth is spiking with a market volume of US$1,251,748m in 2020 where china, us
and India are top listed in term of revenue Generation. The expected market growth is 3.6% (CAGR
2020-2025). Food Delivery app is designed to serve customers at doorsteps across the world. With
only one App, customer’s meal orders would be delivered at nominal fee. Alarming areas for the
online food service providers during COVID 19 Crisis are customer Response generation, no
contact Delivery, pay online, educating and providing Protection solutions for drivers, Maintaining
Supply chains, financial liquidity, managing crisis, Brand Building and overall Value Creation.
This study aims to analyse the level of customer satisfaction and their behavioural intention
towards food apps during COVID 19. This is empirical study in which SERVQUAL Model is used
to understand the impact of service quality of food apps on customer satisfaction during Pandemic.
Primary data was collected by using structured questionnaire with sample size of 300 respondents
in Chennai city. The model was tested using AMOS 21.

KEYWORDS: Food Apps, COVID 19, service Quality, Satisfaction,

Behavioural intention.

23
nd
2 ICRIEMSD
November 27 – 28, 2021
 LUXURY FASHION CONSUMPTION IN
COLLABORATIVE ECONOMY: A CONCEPTUAL
FRAMEWORK
MKT-ICRIEMSD-076

Sheetal Jain, Luxe Analytics

Lately, a drastic shift has been observed in demand for luxury goods from ‘ownership’ to
‘usership’. Consumers are re-assessing their priorities, resulting in change in their attitude and
behaviour towards luxury. Yet, very few studies have been conducted in this domain to gain an in-
depth understanding about what drives and prevents consumers to consume luxury goods on
collaborative basis. This study is based upon extensive review of literature and tries to fill this gap
by classifying various factors affecting luxury fashion consumption in collaborative economy into
six broad categories, viz., individualistic/ collectivistic culture, egoistic (self-oriented) values,
altruistic (others’ oriented) values, cost value, identifiable risks and personal norms. This study
also explores the moderating role of identifiable risks and personal norms in consumer’s intention
to participate in collaborative luxury fashion consumption (CLFC). Going further, an integrated
conceptual framework is proposed in this study to provide holistic view about the key elements of
CLFC based upon dual theoretical framework of theory of planned behaviour (TPB) and Stern’s
value-belief-norm theory.

Keywords: Collaborative consumption, culture, luxury fashion goods, theory of planned

behaviour, value-belief-norm theory

24
nd
2 ICRIEMSD
November 27 – 28, 2021
 MARKETING STRATEGIES OF ONLINE SELLING
PORTALS – A STUDY
MKT-ICRIEMSD-002

Y. Jahangir, Dbm Ou

Customer shopping patterns have undergone a change from physical to online, more particularly
during this Covid –19 days it is because of several reasons, many customers felt online buying
safe, and in tune with covid-19 safety norms, physical contact can be avoided and of Corona Virus
transmission can be arrested. As opportunity the online retailers promoted themselves with many
products and enticed with promotions, price offs and ensured the safety measures at every stage of
product delivery to the target customer. The present study concentrates on customer online
shopping experience and safety measures with regard Covid-19 by Flipkart and Amazon India.
These online portals are using new-fangled technologies for greater shopping experience, e-
banking services, product availability even in remote rural areas and Covid-19 safety measures
from packing to delivery. It is observed that Flipkart and Amazon are using many online marketing
strategies for enhancing net sales and also to stabilize current customer base.
KEYWORDS: online shopping, marketing strategies, covid-19, shopping experience.

25
nd
2 ICRIEMSD
November 27 – 28, 2021
 FOOD IN A PLATE OR FOOD IN A PLATE WITH A
TOY - A THEMATIC ANALYSIS OF CHILDREN’S
BEHAVIOR
MKT-ICRIEMSD-017

Pooja Bahl, Rukmini Devi Institute Of Advanced Studies, Delhi

Purpose: Using innovative and creative marketing promotional techniques for the children food
items which attract them to consumer foods that are not good for health. This paper is intended to
explore and analyse the effectiveness of the innovative marketing techniques like the use of toys,
tattoos, and stickers employed as toys with food by leading FMCG companies like kinder joy as
well as restaurants like McDonalds in India for influencing children behaviour. The present study
explored mothers’ views on food marketing and underpins the various theme employed by the
marketer to ameliorate its effects.

Design/methodology/approach: This research presents the results of in-depth interviews conducted

and participants were selected through quota sampling from working mothers, non-working
mothers, and non-working with full-time maid support. Ground theory and inductive approach
were used in the study and thematic analysis (Braun and Clarke, 2006) was applied for identifying
and categorization of themes across all groups.
Findings: Five themes were evident across all the groups of mothers with respect to toys with food.
Results showed that the themes underlying the gift in food for kids are portrayal of snacking,
exaggerating the claims, enriching the moods, ameliorate the popularity and denigration of core
foods. So, the findings suggested that toys with food marketing negatively affect the child
behaviour and health of kids. Majorly these strategy hitting working woman's highly as compared
to the other cluster of women. The study also suggested that toys with food strategy can positively
be presented /deliver a message to kids and companies can use healthy food items with these
premiums which would benefit both the parties.
Research limitations/implications: Future research is encouraged to systematically investigate
further facets from the retailers of kids' food items. The sample only focused on the urban areas
which are the part of NCR (National Capital Region) of India and did not consider rural dwellers.
Future research should aim to cover the semi-urban and rural market for understanding the mothers'
perspective regarding toys with food.
Originality/value –The paper presents the concepts and themes that present the understanding of
the mothers’ perspective of toys with food offered by companies in Indian perspective.
Keyword: Thematic analysis, Induction approach, Toys with food.

26
nd
2 ICRIEMSD
November 27 – 28, 2021
 AN EMPIRICAL STUDY ON TECHNOLOGY INNOVATION
IMPACT ON CONSUMER BUYING INTENTION WITH THE
REFERENCE OF DURABLE GOODS INDUSTRY OF INDIA.

MKT-ICRIEMSD-025

Sheela, IK Gujral Punjab Technical University Jalandhar

"Consumers undoubtedly spend on automated, technologically improved things to make their lives
easier in the ""new normal."" As people struggling to become more self-dependent, demand for
convenience products such as washing machines, refrigerators, air-conditioners, and dishwashers
is rising. Furthermore, technological advancements have made modern dishwashers and washing
machines more hygienic, convenient, and efficient. In the household refrigerator segment, people
are also searching for greater storage, and goods like refrigerators and deep freezers with improved
food preservation capabilities continue to gain control. We also believe that cooling and comfort
devices as air conditioners growing within households. However, because more and more
appliances are used at home, and, the consumer is also lookout for energy- efficient devices. This
study conducting to know that how much important innovative products are for the buyers at the
time of purchasing durable goods. The study is completely based on a mixed method as considering
quantitative and qualitative. To attain the aforesaid goal data from 150 durable goods Indian
consumers were collected from a well-structured questionnaire. Purposive sampling has been used
to authenticate the collection of the data for the research. The data has been collected through
telephonic, and online with customers. The expected outcome of the research will help the
organization to boost sales and understand that how innovation or technology newness is impacting
customer buying behavior with the help of the durable goods industry.

Keywords: Technology Innovation, product newness, durable goods, durable Indian industry,
consumer buying intention.

27
nd
2 ICRIEMSD
November 27 – 28, 2021
 ‘EAT BEST, FORGET THE REST’: HOW HAPPINESS AFFECTS
CHOICE BEHAVIOUR OF CONSUMERS: AN EMPIRICAL
INVESTIGATION OF IMMUNITY BOOSTING PRODUCTS
WITH SPECIAL REFERENCE TO COVID TIMES
MKT-ICRIEMSD-027

Shilpee Aggarwal, Maharaja Agrasen Institute of Management Studies, Delhi

"During the COVID-19 epidemic, “immune boosting” has become a hot issue. Due to rising
awareness and attention among Indian consumers on preventative health, the Indian Immunity
Boosting Products Market is expected to reach $ 347 million by Financial Year 2026. The current
research aims to analyse the factors that influence the sales of Immunity Boosting products. The
sample used 255 respondents who were selected using Purposive sampling. The Structural Model
Equation Modelling is used using Smart PLS version 3 wherein Mediating relationship of Trust
was analysed and depicted between Happiness and Consumer buying behaviour. The study
delivers Managerial Implications for the sector producing and marketing Immunity boosters. The
study suggests that in order for brands to improve their sales, they must focus on Consumer- Brand
knowledge, perceived value of their Immunity boosting products, Happiness Quotient of their
customers and lastly but significantly by enhancing the Trust of their consumers."

28
nd
2 ICRIEMSD
November 27 – 28, 2021
 WELLNESS TOURISM: AN EMPIRICAL STUDY ON
TOURIST’S MOTIVATION

MKT-ICRIEMSD-030

Piali Haldar, GL Bajaj Institute of Research and Management

In modern society, work and leisure are two major part of daily life. People choose vacation
destination to get wholesome and pleasure. The youth as well as experienced travelers look for
niche tourism setting and encourage the business community to develop new products to enrich
travel experience. Unlike universal offerings prevalent to the mass travel products, unique leisure
initiatives are gaining popularity for those individuals longing for the enriching experiences. In
general, from the last decades, ecotourism, agri-tourism, alternative tourism, sport tourism and
heathcare tourism were promoted as a fashion product of tourism. In the last few years, scope of
wellness tourism gained popularity in developing countries due to recent health issues such as
obesity, heart diseases, cancer and other lifestyle diseases. The wellness tourism initiatives
imbedding a health tag both body and mind. Health has been centered on promoting individuals’
state of wellness being. In Europe, some lodging facilities tend to use wellness (e.g. wellness
center, wellness hotel, and wellness resort) as a new frontier of trade, so as to position themselves
as a rejuvenating retreat from the perspective of body, mind and spirit. The wellness tourism is
also gaining popularity in India, the spiritual gurus as well as hospitality industries are in process
to promote wellness tourism in India. Wellness tourism is promoted as preventive measures for
living healthy, while the health tourism caters the segment seeking treatment of illness. Due to the
paucity of research on wellness tourism in India, this research aims to provide the underlying
motivations factors influence a travels to while choosing place of visit, destinations, facilities
which renders wellness services that enhance the state of well-being of mind, body and spirit.
Keywords: Wellness tourism, health, leisure, motivation, push and pull

29
nd
2 ICRIEMSD
November 27 – 28, 2021
 IMPACT OF MODERN RETAILING ON
CONSUMER WITH REFERENCE TO NAGPUR
CITY

MKT-ICRIEMSD-034

Vivek Narendra Katare, Shantiniketan Business School, Nagpur

Retailing is the process through which goods are transported to absolute consumers. It consists of
the actions involved in selling directly to the ultimate consumer for personal, non-business use. If
we look towards a retail store, it is commonly known as the point of sale (POS) or the point of
purchase (POP) which should be considered as the traditional form of retailing, but with trending
lifestyle of the consumers in modern society, they should have been associated with the modern
retailing. Modern retailing could be the direct selling to ultimate consumer but strictly focusing on
consumer by providing them the variety of product, freedom of liberated time at any instant,
comparison of the product in same category with respect to quality and price at various platforms
available. The study will be in progress to identify the impact of modern retailing on the consumers
with faster changing trends of product choices and selection in the grooming city Nagpur.
Keywords: Modern Retailing, Consumer, Product Selection.

30
nd
2 ICRIEMSD
November 27 – 28, 2021
 FACTOR AFFECTING ATTITUDE TOWARDS
ONLINE PAYMENTS: AN EMPIRICAL EVIDENCE
WITH SPECIAL REFERENCE TO NORTH BIHAR
MKT-ICRIEMSD-039

Ankita Kumari, Mahatma Gandhi Central University Motihari, Bihar

With the entrance of the e-commerce age, online payments have become one of the most important
factors in the success of mobile commerce. As a result of the introduction of mobile payment,
regular citizens' lives have been changed. It has enormous potential, given the high rate of mobile
penetration and the changing lifestyles of the Indian populace. The main purpose of this study is
to look into the factors that influence people's attitudes on online payments and their intentions to
use mobile commerce.
Design/methodology/approach – The non-probability sampling method was employed in this
study, and a research model was built based on constructs from a literature review on usage
intention research, which was then empirically tested using statistical techniques.
Findings –The spread of the covid-19 epidemic was reduced by online payments. Furthermore,
through the use of mobile payment, customers' internet shopping and cell phone usage habits
influence their behavioural intention indirectly. Several factors influence the acceptance of online
payments. These findings also suggest that all factors are positively associated with attitude
towards mobile payment.
Research limitations/implications – This present study is only focused on mobile payments. Other
means of payments may be considered. This study is restricted to North Bihar.
Practical implications – Various banks, marketers, merchants, and mobile service providers can
design marketing strategies to ensure that customers can use this new service by understanding the
factors affecting individual's behaviour toward mobile payment and the interaction between these
factors. Academicians and researchers may find this study useful. As a result, behavioural
intentions will be influenced, and these intentions will be transformed into real use of this new
technology.
Originality/value – This study is one of the few empirical studies to look into the factors that
influence people's attitudes regarding mobile payments and adoption of mobile commerce in
India's North Bihar, which is one of the fastest-growing mobile markets in the world. The study
considers both the utilitarian and the credibility aspects of adoption intentions. It provides an
empirical foundation for mobile and financial organisations to use in developing their mobile
payments marketing strategy.
Keywords: Customer adoption, Innovation, e- commerce, Mobile payments.

31
nd
2 ICRIEMSD
November 27 – 28, 2021
 AN EMPIRICAL ANALYSIS OF CONSUMER’S
BUYING INTENTIONS REGARDING SUVS IN
INDIA
MKT-ICRIEMSD-067

Sunil Kumar Yadav, Rukmini Devi Institute of Advanced Studies

India is one of the fastest-growing countries witnessing a continuous high growth for the
passenger cars segment. In this car segment, SUVs provide a more luxurious look added with the
rugged off-road capability. The compact SUVs belong to the most favored car segment among
the buyers and have huge growth potential. Furthermore, the key players of the automobile
segment are trying to cash in the opportunity by launching more and more Compact SUVs in the
Indian market. Therefore, the main aim of the present study is to analyze the key product
attributes affecting consumers’ buying intentions of purchasing SUVs in India. The Stepwise
Regression method is used to analyze the data collected through a self-administered
questionnaire. The findings of the study revealed that the product-related determinants such as
safety features, technical features, build quality, and looks and design are the key determinants in
affecting consumer’s buying intentions towards the purchase of SUVs in India.

32
nd
2 ICRIEMSD
November 27 – 28, 2021
 ISLAMIC PERSPECTIVE OF MARKETING:
REFERENCES FROM QURAN AND SUNNAH

MKT-ICRIEMSD-070

Md Arshad Warsi, Centre for Management Studies, Jamia Millia Islamia, New Delhi

"This paper highlights the principles of Marketing from the Islamic perspective where the primary
source for deriving its principles are Quran and Sunnah. Various references from the Quran and
Sunnah have been provided and explained in depth to understand the authenticity and importance
of this divine principle.
The explanation and interpretation i.etafseer of Classical and renowned scholars have been
mentioned to explain the verses of the Quran and Ahaadithi.e Sunnah of Prophet Muhammad Peace
Be Upon Him in accordance with the Management pactices especially the Marketing aspects.
These references from the verses of Quran and the Hadith provides an overview of how to deal
with people during selling, buying and other similar transactions. The prohibitions of forbidden
things like Riba, usury, interest, corruption, cheating, gambling, alcohol and intoxicants, and
encouragement of enjoined acts like Charity, faithfulness, trust, mutual consent etc have been well
explained from these verses. "

33
nd
2 ICRIEMSD
November 27 – 28, 2021
 THE FUNCTION OF GREEN MARKETING
STRATEGIES USED BY INDUSTRY TO EARN END
USER DEPENDENCE
MKT-ICRIEMSD-077

Banishree Sukla, VTU

Though the ecological issues influence all human activities, few academic disciplines have
incorporated green issues into their literature works. Since society becomes more concerned with
the wildlife businesses have begun to switch their behaviors in an effort to deal with society’s new
concern. Some businesses are quick to simply accept concepts like environmental management
systems and waste minimization and have integrated environmental issues into all organizational
activities. Conversely even the consumers become more environmentally conscious and trying to
lead a healthy life style, especially thinking to go green into their shopping. Consumers are looking
towards ecofriendly products, which will provide them a healthier alternative, higher quality,
preserve the environment and save their time and money. The concept of green marketing has
increased its importance in today’s world and taken worldwide attention. The reason is quite simple
because it relies on the basic theory of economics. As the theory of economics says, it is the study
of how people use their limited resources to satisfy unlimited wants. The society has limited
resources on the earth, with which she/he must attempt to provide for the worlds' unlimited wants.
As organizations face limited natural resources, they should develop new or alternative ways of
satisfying these unlimited wants. In this conceptual paper an effort has been made to find the green
marketing initiatives taken by several Indian companies. There are several strategies for the
companies to be green. They can be green themselves in three ways: value- addition methods,
management policy or products (product level).There are numerous samples of firms who have
strived to become more environmentally responsible serving to raised satisfy their consumer needs.
There are objectives made to understand the strategies made by companies for green marketing, to
identify the initiatives taken by some of the Indian companies to be green, to gather information
about companies adopting ecofriendly marketing activities. In this research paper exploratory
research design is followed to get clarity about the problem situation. It is flexible in its approach
and mostly involves a qualitative investigation. The secondary data collected from previously
collected findings in facts and figures, which have been authenticated and published.

Key words: ecofriendly marketing activities, green marketing, sustainability

34
nd
2 ICRIEMSD
November 27 – 28, 2021
 INFLUENCE OF BRAND TRUST, BRAND IMAGE
AND BRAND PARITY ON PURCHASE INTENT OF
PRODUCT BRANDS AMONG ITS CONSUMERS
MKT-ICRIEMSD-083

Sheela, Ik Gujral Punjab Technical University

In today’s post-modern era, Brands significantly play an important role in consumer decision
making across categories. This paper aimed at examining how brand trust, brand image and brand
parity have an influence on brand purchase intent. The researcher has attempted to validate through
real Brands from the portfolio of an indigenous Corporate Brand, Dabur India Ltd.
This century old Brand has been in news recently for successfully defending the market position,
primarily due to Brand image & Trust. A quantitative method using PLS-SEM was employed to
test the relationships among the hypothesized constructs. A structured questionnaire consisting of
validated scales for brand trust, brand image and brand parity and brand purchase intent was
administered to a sample of 300 consumers of Dabur. The results of this study showed that brand
trust, brand image and brand parity have a significant influence on brand purchase intent. The
results of this empirical study provided fruitful implications to marketers, academicians,
practitioners as well as policy makers. This study makes a significant contribution to the brand
management literature by systematically examining the influence of brand trust, brand image and
brand parity on brand purchase intent. On the practitioners’ side, this study therefore submits that
brand managers for companies ought to concentrate on strategies that enhance purchase intent in
the fiercely competitive marketplace. This study also supports the management on evidence-based
Business decision for investment in Brand building.

35
nd
2 ICRIEMSD
November 27 – 28, 2021
 CORPORATE SOCIAL RESPONSIBILITY FOR
BRANDING: WHAT DRIVES MSMES?

MKT-ICRIEMSD-100

Sanket Shekhar and Prof. Garima Gupta, Faculty of Management Studies,University of Delhi

Recent few years have witnessed a phenomenal growth of FMCG industry owing to factors such as
rise in the income of middle-class households, awareness, easier access and change in the life style.
According to the recent Indian Brand Equity Foundation Report (September, 2021), this market is
expected to increase at 14.9 percent CAGR to reach 220 billion US dollars) by the year 2025 from
110 billion US dollars in the year 2020, presenting a huge opportunity for businesses to grow and
reap benefits. However, unlike the big giants, SMEs lack funds, skills, and leadership required for
brand-building activities and therefore undertake corporate social responsibility (CSR) as an avenue
to build their brand equity. It is in this context that the present study is undertaken to empirically
examine various factors that drive the CSR activities of MSMEs. Using a structured questionnaire,
responses were collected from the key personnel of 138 small and medium FMCG enterprises in
Delhi. Of the four factors (namely, competition, social factors, management attitude, and internal
environment) examined, the results reveal competition as the strongest driver of CSR activities for
MSMEs.The findings also support a strong impact of CSR activities on brand equity of these
enterprises. The insights offered in the paper can be used by MSMEs to develop focused strategies
for undertaking CSR activities to enhance their brand equity in future. The limitations of the present
work provide direction for undertaking further research in this area.

Keywords: Corporate Social Responsibility; MSMEs; Brand Equity, Competition.

36
nd
2 ICRIEMSD
November 27 – 28, 2021
 ROLE OF ELECTRONIC MEDIA MARKETING ON
CONSUMERS’ PURCHASE DECISIONS

MKT-ICRIEMSD-105

Shaji Mathai, OP Jindal University Raigarh

Saket Jeswani, OP Jindal University Raigarh

Electronic media is gaining popularity due to several advantages that it can offer. Despite
exponential surge in the electronic media usages for practical implications, academic research on
this domain is still lagging. We aim to examine the association of electronic media and the
consumers’ purchase decision. To supplement the study, we also included the components of brand
equity namely brand association, brand awareness, brand loyalty, and perceived quality and
investigated their impact on purchase decision. We conceptualized a complex research model and
followed quantitively research method to test the model. The variance based structured equation
modelling technique was used for analyzing the data collected from 348 customers using various
telecommunication services across India. Research findings suggested that electronic media
advertisement is associated with brand awareness, perceived quality, brand association, and brand
loyalty. Also, we found that perceived quality, brand loyalty, and electronic media advertisement
are associated with consumer purchase decision.

37
nd
2 ICRIEMSD
November 27 – 28, 2021
 “A RADICAL VIEW OF UNDERSTANDING THE
IMPACT OF DIGITAL ADDICTION ON HAPPINESS
QUOTIENT AND ITS MARKETING IMPLICATIONS”
MKT-ICRIEMSD-104

Shesadev Nayak, O P Jindal Univeisty, Raigarh,

Tushar Kanta Pandey, Ravenshaw Universtiy, Cuttack, Odisha, India

In present day world, social media and smartphones have become an integral part of an individual,
a sort of extension of self. With increasing usage and proliferation of this technology, consumers
are getting drawn into the digital realm without understanding how to exit. Platforms are made to
attract consumers and ensure they keep engaging through feedback loops. Over a period of time
causes digital addiction and it leads to dissatisfaction in life and eventually drop in an individual’s
happiness quotient.

Objective: The purpose of this paper is to understand and explore the impact of digital addiction
on happiness quotient and its marketing implications.

Research Design/methodology/approach –The study has both primary as well as secondary data
used for the research. Primary research consisted of app data analysis to find out smartphone usage,
questionnaire analysis to understand the happiness quotient of the respondents and a focus group
discussion to understand the marketers’ role. Data on how phones and social media was designed
to be addictive was analyzed. For secondary analysis two case analysis was conducted. The first
analysis compared two cases one negative and one positive to understand where the ethical line
must be drawn. The second analysis gives an example of the globally, renowned brand Nike and
how they broke the fourth wall with their campaign ‘Time is Precious.’

Findings - The findings revealed that digital addiction does have an impact on the consumer’s
happiness quotient and that the marketers need to be more responsible in engaging with the
audiences.

Implications – Consumer’s happiness and satisfaction is one of the key emotions the advertisers
seek to leverage in advertisements. The study of the marketers’ role as a stakeholder helps
understand the changes that need to be made in the industry to ensure responsibility is shared and
consumers well-being is kept in mind.

Keywords – Digital Addiction, Happiness Quotient, Smartphones, Apps, Social Media Networks.

Key References:

38
nd
2 ICRIEMSD
November 27 – 28, 2021
 1. Alter, Adam. Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked. n.d.

2. Conick, Hal. marketings-ethical-line-between-social-media-habit-addiction. 06 April 2017. 16 March 2018.

<https://www.ama.org/publications/MarketingNews/Pages/marketings-ethical-line- between-social-media-
habit-addiction.aspx >

3. Hartmans, Avery. These are the sneaky ways apps like Instagram, Facebook, Tinder lure you in and get you
'addicted'. 17 February 2018. 16 March 2018.
<https://www.businessinsider.in/These-are-the-sneaky-ways-apps-like-Instagram-Facebook-
Tinder-lure-you-in-and-get-you-addicted/These-are-the-sneaky-ways-apps-like-Instagram- Facebook-
Tinder-lure-you-in-and-get-you-addicted/slideshow/62961654.cms>.

4. Morgans, Julian. Your Addiction to Social Media Is No Accident. 19 May 2017. 16 March 2018.
<https://www.vice.com/en_us/article/vv5jkb/the-secret-ways-social-media-is-built- for-addiction>.

5. Peter Hills, Michael Argyle. "The Oxford Happiness Questionnaire: a compact scale for the measurement
of psychological well-being." 2001.

6. "Social Media Triggers a Dopamine High." EBSCO Discovery Service (n.d.).

39
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2 ICRIEMSD
November 27 – 28, 2021
 HUMAN

RESOURCE

MANAGEMENT

40
nd
2 ICRIEMSD
November 27 – 28, 2021
 THE ROLE OF PERCEIVED ORGANIZATIONAL
SUPPORT IN RETAINING THE PROACTIVE
WORKFORCE
HRM-ICRIEMSD-010

Rumman Khan, Jamia Millia Islamia, New Delhi

Najeeb Uzzamman Khan Sherwani, Jamia Millia Islamia, New Delhi

The proactive workforce serves as a crucial determinant to the organizational success, particularly
in highly dynamic work environment (Crant, 2000). The Indian banking sector being continuously
exposed to technological and economic changes (Roy & Vishwanathan, 2018), it requires
proactive employees capable of managing the instabilities due to huge competition from other
domestic and foreign banks as well as due to government initiatives regarding merger of non-
profitable banks (Kamath et al., 2003). To maintain their existence banks, need to retain specialised
workforce which can maximize customer base leading to increased profits (Jyothi & Jyothi, 2009).

The retention of proactive and talented workforce has been identified as a major challenge for the
organizations in the current work environment (Kamath et al., 2003). Therefore, the organizations
need to make active efforts towards retention of proactive and talented workforce. The lack of
adequate organizational support may cause voluntary employee turnover. Employees desire to
advance their career in the organization which provides them adequate salary, growth
opportunities, recognition etc. The proactive employees have greater chances of availing
alternative job opportunities (Lang et al., 2016) leading to voluntary employee turnover. The
organization need to provide sufficient support to their existing employees, in order to minimize
their chances of leaving the current organization. The adequate organizational support can prevent
talent drainage and also minimize the cost of recruiting and training fresh recruits.

The Organizational Support Theory (Eisenberger et al., 1986) suggests that employees expect
rewards from their organization in return of their additional efforts. Based on the Organizational
Support Theory, this study attempts to investigate whether the banks provide its employees with
adequate organizational support as a reward for their proactive initiatives. The Social Exchange
Theory (Blau, 1964) proposes that employees who perceive to be adequately rewarded for their
proactive efforts do not wish to quit their current organization and those who believe of not being
sufficiently rewarded tend to look for better alternatives elsewhere. In accordance to the Social
Exchange Theory, this study attempts to explore if perceived organizational support is associated
to lower turnover intention among proactive employees.

Utilising the underpinnings of Organizational Support Theory and Social Exchange Theory, this
study developed a structural model composed of three key variables- ‘Proactive career behavior’,
‘perceived organizational support’ and ‘turnover intention’. As suggested by DeFillippi and Arthur
(1994), the variable ‘proactive career behavior’ is a second-order construct composed of three first-
order constructs namely- career planning, skill development and networking. The structural model

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 assessment involves testing of hypotheses, which have been formulated in accordance to the
objective of this study.

The Hypothesis 1 (H1) investigates the impact of proactive career behavior on perceived
organizational support. The H2 examines the impact of perceived organizational support on
turnover intention. The H3 assesses the direct effect of proactive career behavior on turnover
intention and the H4 investigates the mediating effect of perceived organizational support between
proactive career behavior and turnover intention. The investigation of perceived organizational
support as a mediator is an attempt to identify whether the proactive employees can be retained
within the organization if adequate organizational support is provided to such employees. In
addition, this study also investigates the variations in the hypothesized relationships due to the
differences in organizational ownership (public or private) of banks.

Structural model: Developed by author

This study is conducted on the Indian Banking Sector targeting the public and private sector banks
located in Delhi and National Capital Region (NCR) including Gurugram, Ghaziabad, Gautam
Buddha Nagar and Faridabad. As Indian Banking Sector is very large and it constitutes banks with
its branches located in almost every city of the country, due to certain limitations, it was not
possible to collect data from the entire banking sector. Therefore, Delhi being the capital of India
and its surrounding cities constituting NCR has been selected for data collection purpose, as it
encompasses the essence of the whole nation with people from different parts of the country
residing here. The structured questionnaire has been used as a tool for data collection. The key
variables under study have been measured using the adapted scales developed by previous
researchers. These scales have been slightly modified to maintain relevance to the Indian Banking
Sector. The data has been collected by visiting the bank branches in person as well as by utilising
the online mode through Google forms. The collected data has been analyzed utilising the
Structural Equation Modelling technique on Smart-PLS 3. This study involves second-order
construct which creates a complex model, therefore, Smart-PLS has been utilized as it offers
flexibility of interpretation in such complex models (Hair et al., 2016; Nitzl et al., 2016; Ringle et
al., 2015). Certain prerequisite checks have been conducted before proceeding to the main model
assessment. For this purpose, firstly, the common method variance has been examined which was
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 found to be 23.60 percent and was below the threshold limit of 50 percent, confirming the absence
of common method bias in this study (Podsakoff et al., 2003). Subsequently, the Variance Inflation
Factor (VIF) values for each first order construct has been ascertained, to ensure that no multi-
collinearity exists among the constructs. The VIF values for the constructs ranged from 1.328 to
4.808 which were also below the threshold limit of 5 (Hair and Lukas, 2014). After these steps,
Measurement Model Assessment was conducted to establish the reliability and validity of the
constructs.

The Cronbach’s alpha as well as Composite Reliability values were evaluated to check the internal
reliability of the first-order constructs and was found to be higher than the acceptable values,
thereby, confirming internal reliability. Further, convergent validity was ascertained using the
Average Variance Explained (AVE) values and discriminant validity was evaluated using the
Cross- loadings criterion, Fornell-Larcker criterion and the Heterotrait-Monotrait (HTMT) ratio of
correlations criterion which were all found to be satisfactory. After the measurement model
assessment, the study proceeds to the structural model assessment for testing the hypotheses
formulated under this study. The structural model constitutes three main constructs, out of which
one construct i.e. ‘Proactive career behavior’ is a second-order construct composed of three first-
order constructs, therefore, its latent variable scores have been utilized for further analysis.

The major findings from the evaluation of the structural model indicates that employees who
demonstrate proactive career behavior are in a better position to achieve greater organizational
support in the form of better salary, promotion opportunities and recognition [H1: (β=0.166,
p<0.05)]. Further, the findings denote significant and negative impact of perceived organizational
support on turnover intention [H2: (β=-0.271, p<0.05)]. It implies that employees who perceive
better organizational support have lower intention to leave the present organization, while those
employees who believe that they are not being adequately rewarded for their proactive efforts
develop higher intention to leave the current organization. The direct impact of proactive career
behavior on turnover intention in the presence of mediator (perceived organizational support) was
found to be insignificant [H3: (β=0.084, p>0.05)], however, the indirect effect of proactive career
behavior on turnover intention mediated by perceived organizational support was significant [H4:
(β=-0.045, p<0.05)].

The findings of this study establishes perceived organizational support as significant and total
mediator to the relationship between proactive career behavior and turnover intention. It denotes
that the in the Indian Banking Sector, the employees believe that they are being sufficiently
rewarded for their proactive efforts and in turn, they are willing to continue their career within the
same organization rather than searching for other alternatives. This implies that the organizations
can minimize their employees’ turnover intentions by rewarding them adequately for the proactive
efforts demonstrated by their employees.

Further, the Multi Group Analysis (MGA) was conducted to examine the impact of organizational
ownership on the hypothesized relationships. Based on the differences in organizational ownership
of banks, two groups have been created namely- public and private. The difference in
organizational ownership (public or private) affected one of the hypothesized path where the
employees working in private sector banks (β=0.276, p<0.05) who exhibited higher proactive
career behavior were found to have higher turnover intention than public sector bank employees
(β=-0.097, p<0.05). The higher turnover intention among private bank employees with higher
proactivity can be attributed to the fact that private banks in India do not offer much job security
compared to the public sector banks. Lower job security is a significant cause for lower

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 organizational commitment. Therefore, the private bank employees who are highly proactive
search for better alternatives with an intention to leave the current banking organization.

Further, the model fit of the structural model developed under this study was also evaluated
utilizing the standardised root mean-square residual (SRMR). The SRMR value of this model
(0.073) indicates that the model has a good fit as it is lower than the threshold value of 0.08
(Henseler et al., 2016; Hu & Bentler, 1999). In addition, the predictive relevance (Q2) of the model
examined utilising the blindfolding technique on Smart-PLS was above zero which signifies good
explanatory power of the model (Hair et al., 2013).

This study significantly contributes to the Human Resource Management and Organizational
Behavior literature by developing a model that provides insights into the dynamics of
organizational support practices in retaining the proactive workforce. This study offers several
practical implications for employees as well as for the organizations. This study suggests the
organizations to track their proactive and talented employees and ensure to reward them adequately
for their proactive efforts. The employees value the organizational support as they regard it as a
measure of their career success. If the salary and growth need of employees are being met by the
organization, it would lead to reduction in employees’ intention to leave the present organization.
Contrary to which, the proactive employees who have greater chances of availing alternative job
opportunities would switch to a different organization, resulting in talent drainage for the current
employer. Therefore, the current dynamic work environment requires initiatives from the end of
organization as well, to maintain a talented and proactive workforce so as to prosper and enjoy a
competitive advantage.

Although this study constitutes certain limitations yet provides suggestion for future researches.
The study includes data collected from Delhi and NCR, however it is suggested to increase the
geographical coverage of the study in future researches. The model developed under this study
denotes a good explanatory power, therefore, the future researchers can test its applicability in
other sectors as well.

44
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November 27 – 28, 2021
 ENGAGING EMPLOYEES DURING COVID-19
LOCKDOWN

HRM-ICRIEMSD-011

Afzal Hassan Khan, Birla Institute of Technology, Mesra, Ranchi

Today, the organizational work culture is changing with the worldwide pandemic of COVID-19.
HR managers are continuously evolving innovative, creative, inventive and effective ways to
engage the employees more healthily during this difficult time. The paper is to determine the
engagement of employees by various organisation during COVID-19 pandemic. Organizations
nowadays are constantly developing innovative and effective means to engage the employees
during this tough time. This paper is a conceptual paper that is based on various research papers,
articles, blogs, online newspapers, and reports of World Health Organization. During this
pandemic situation, many organisations are now implementing employee engagement practices
such as virtual team meetings, virtual learning and development, weekly alignment, online
sessions, webinars with industry experts, webinars for anxiety and stress, online team building
activities, online family engagement practices, brainstorming, apology, and online appreciation
sessions, and shared content such as online books, online courses, live sessions for new-skill
training, online communication exercise, online sharing best practices for maintaining health and
hygiene, digital classrooms training modules, e-learning modules, online guidance for exercise and
meditation, online recognition and acknowledgment of employees, online employee feedback,
short online game session, virtual office and many more. These kinds of engagement practices
boost the employees' morale, and employees feel motivated and committed towards the
organization in this COVID-19 pandemic situation.
Keywords: Engagement , Organisation , COVID-19 pandemic , Employees, World Health
Organisation

45
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November 27 – 28, 2021
 A CRITICAL REVIEW ON TECHNOLOGY IN
ORGANISATION AND ITS CONTRIBUTION TOWARDS
EMPLOYEE PERFORMANCE AND WORK CULTURE
HRM-ICRIEMSD-012

Mansi Dudeja Scholar, Amity University, Noida

Somesh Shukla, Lucknow University, Lucknow

The direct result of globalization in the modern world has been an injection of new technological
innovations in the work and organization culture. This change has also led to multifaceted
challenges and opportunities. This paper attempts to cover those changes and developments. While
the previous researches have been exclusively focused on the dearth of efforts for developing a
feedback mechanism for increasing efficiency at a micro and macro level, this research takes into
account the latest workplace challenges that emerged from the global pandemic as well. Current
studies need to focus on positive aspects of technological injection on employees’ performance in
terms of creativity, desire to excel, and formulate new ways for dealing with the problems of today
and tomorrow. This research seeks to do so while incorporating previous suggestions, measures
and solutions that were directed to a traditional non-technological organization while keeping in
mind the theories of corporate governance, work ethics, and the end goal of a firm as a contributor
to the economy of a nation. While the primary conclusion of the research is that technological tools
are better for employees’ performance in general, technology is the key to transforming the
services sector. Other considerations involved workplace motivation, efficiency, and prospects.

Keywords: Organization Culture, Workplace Technology, Efficiency of a Firm, Globalization,

46
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2 ICRIEMSD
November 27 – 28, 2021
 A STUDY ON THE JOB SATISFACTION OF
EMPLOYEES IN SELECTED BANKS OF DADRA
AND NAGAR HAVELI AND DAMAN AND DIU.”

HRM-ICRIEMSD-015

Minal N. Jhala, SSR College of Arts, Commerce and Science, Sayli, Silvassa- 396230.

The study aims to evaluate the level of job satisfaction of the employees in selected banks of Dadra
and Nagar Haveli and Daman and Diu. The main objective of this study is to analyse the
satisfaction level of employee with regard to their job, promotional opportunities, training,
empowerment, performance appraisal system, behavior of boss, career development, job support,
job security and promotion system significantly influence job satisfaction of employees. The
sample design consists of convenience sampling and primary data collection for this study by
questionnaire method.
The result is interpreted and presented in tabular form. This study clearly shows that employees in
banks are more or less satisfied with their job and will help the bank management to know the level
of satisfaction and their needs. The banks should consider the salary, promotional opportunities,
career development, relationship of employees within the bank and provide more opportunities to
the employees.
The study indicates a positive sign regarding overall job satisfaction of employees of the banks in
selected banks of Dadra and Nagar Haveli and Daman and Diu.
Keywords: job satisfaction, empowerment, job support, job security and promotion system
significantly influence job satisfaction of employees.

47
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2 ICRIEMSD
November 27 – 28, 2021
 PERSONALITY ANTECEDENTS AND
CONSEQUENCES OF CYBERBULLYING AMONG
YOUTH AT
HIGHER EDUCATIONAL INSTITUTES IN INDIA
HRM-ICRIEMSD-074

Jyoti Gupta,VTU, Belagavi, Karnataka

Raghvendra K, Sri Venkateswara College of Engineering, Bangalore

Cyber bullying has emerged as a serious issue in today virtual / technical environment. With the
emergence and advancement of technologies where technology has touched every sphere of our
life thus making our living comfortable, the flip side of it has grown in a level where we are
witnessing an increase number of cases of cyber bullying or cyber teasing among the
undergraduates of university while attending the online classes. In recent times, organizations are
witnessing an increase in the bullying behavior at the virtual workplace or technical space which
has several negative consequences such as increase in the number of psychological problems,
absenteeism from classes and mental stress.
This study is an earnest attempt towards examining personality antecedents and consequences of
cyber bullying among university graduates. For the study, the data was collected through electronic
questionnaire medium, from 299 undergraduate’s university students in southern India. Studies
reveals that the Big Five personality dimensions helps to understand and explain victimization
from cyber bullying. Neuroticism was found to be positively related with cyberbullying. Cyber
bullying reveals that it strengthens the intention to remain absent, develops mental pressure and
reduces attendance. The most important consequence was found to be the victims’ intention to be
absent from the class or avoid the group. The implications of this study will help the educational
universities in the identification of individual traits which will help them to predict the victim who
are likely to get bullied and to suggest anti – victimization efforts to effectively protect students in
the virtual set up of the institution.
Keywords: Cyber bullying, psychological stress, absenteeism, Personality Antecedents,

48
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2 ICRIEMSD
November 27 – 28, 2021
 SUSTAINABLE HUMAN RESOURCE
MANAGEMENT: A BIBLIOMETRIC REVIEW

HRM-ICRIEMSD-075

Manpreet Kailay, Lovely Professional University

Kamalpreet Kaur Paposa, Lovely Professional University

The study provides comprehensive analysis of trends of the global scientific research on the
sustainable human resource management. In the past decade, the concept of Sustainable HRM
received increasing attention from research scholars, students, and academician’s institutions
globally. Previous researchers have broadly studied the concept Sustainable Human Resource
Management worldwide and with the period of time the concept of SHRM is getting matured.
Therefore, the primary purpose of our study is to deploy the bibliometric method to analyze the
related literature. The study adopts a systematic literature review methodology along with
bibliometric, network, content analysis. Data of publications output was identified based on Scopus
database’s research articles from 1995 to 2020. This bibliometric review of research analyzes 221
articles related to Sustainable Human Resource Management. We searched the current papers,
authors, countries, and keywords on Biblioshiny software. The goal of this review was to document
the volume of sustainable human resource management literature, identify key authors, journals
and publications, and highlight emerging themes and various research issues related to the field of
study. The co-citation network is developed to see the intellectual structure of this research area.
In addition, the Biblioshiny software is used to map the diverse clusters and relationship among
the literature. The biibliometric analysis has been developed to obtain further understanding
regarding the importance of sustainable human resource management to the individuals, firms, and
entire economy. This review provides a benchmark for the future reviews of research on SHRM
field. It is useful for researchers and practitioners in order to understand this topic and its
development over a period of time. In addition to a qualitative study of the articles contributed
towards identifying the factors which contributes towards making HRM more sustainable. It also
highlights the benefits of implementing SHRM and Major challenges being faced by the
organization for adopting a sustainable HRM approach.
Keywords: Bibliometric analysis, Biblioshiny, R software, Sustainable human resource
management.

49
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2 ICRIEMSD
November 27 – 28, 2021
 HRM PRACTICES, EMPLOYEE PERFORMANCE AND
ORGANIZATIONAL COMMITMENT IN BANKING
SECTOR: A STUDY ON SOME DEMOGRAPHIC
VARIABLES.
HRM-ICRIEMSD-084

P. Vakula Kumari, Dr. Hari Singh Gour Central University, Sagar (M.P.)
Pushkar Dubey, Pandit Sundarlal Sharma University Chhattisgarh

Purpose: The study comprehensively evaluates human resource management practices, employee
performance and organizational commitment among gender, job position, education level, age,
length of service, total experience and type of bank.

Design/methodology/approach: Data was collected from sample of 400 employees working in

selected public sector and private banks in India. For analyzing the results Independent’t’ test and
one way ANOVA is used.
Findings: Results of the study shows that differences of opinion exist among employees on the
basis of demographic variables in terms of the selected human resource management dimensions
including career planning, training and development, rewards and compensation, performance
appraisal, employee participation and work life balance. The outcome of the study revealed that
employees working in selected public and private sector banks differ in their opinions.
Originality/value: Outcomes of the study will be providing some insights to the practitioners for
developing strategies that can make enhancement in the performance of employees with the help
of selected human resource management practices considering the demographic variables.
Keywords: Human resource management practices, employee performance, organizational
commitment, demographic variables.

50
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2 ICRIEMSD
November 27 – 28, 2021
 ANALYZING WORKPLACE SPIRITUALITY AS
MEDIATOR IN THE LINK BETWEEN JOB
SATISFACTION AND ORGANIZATIONAL
CITIZENSHIP BEHAVIOR
HRM-ICRIEMSD-032

Pushkar Dubey, Pandit Sundarlal Sharma University Chhattisgarh

Kailash Kumar Sahu, Pandit Sundarlal Sharma University Chhattisgarh

Without competent and talented employees, no organisation can grow and sustain for a long term.
It becomes essential for every organisation to retain and satisfy the employees to achieve their
predetermined organisational goals. The present study examines the mediating effect of workplace
spirituality dimensions (i.e., meaningful work, compassion, transcendence, mindfulness, and sense
of community) in the link between job satisfaction and organisational citizenship behaviour among
managerial employees of selected manufacturing firms of Chhattisgarh state.

Correlational research design was incorporated. Employees working at managerial positions at

different private manufacturing firms of Chhattisgarh state were chosen as sample for the present
study. For analysis, AMOS v25 (licensed) and Smart PLS 3 (trial version) were used to analyse
the primary data collected from 400 respondents.

The results revealed that all the digestions of workplace spirituality i.e., meaningful work,
compassion, transcendence, mindfulness, and sense of community was found statistically
significant and partially mediated between job satisfaction and organisational citizenship
behaviour among managerial employees of Chhattisgarh. The authors discussed the results
thoroughly and provided avenues for the future research.

The results of the present study help to all the private organisations to rethink their strategy of
retaining and satisfying their employees as because the presence of workplace spirituality in the
organisation strongly and positively affects its environment. The present study will help the
organisations in creating citizenship behaviour among employees through the incorporation of
workplace spirituality.

Creating spirituality at the current scenario, where Covid-19 has abruptly affected all the
organisation in the world, would be very fruitful to retain and satisfy employees which eventually
assist in developing citizenship behaviour at the workplace. However, workplace spiritualty as
mediator in the relationship between job satisfaction and organisational citizenship behaviour is
itself novel and has very limited research articles in the research community.

Keywords: Workplace spirituality, Job satisfaction, Organisational citizenship behaviour,

Manufacturing organisations, Meaningful work, Mindfulness, Transcendence, Compassion, Sense
of community.

51
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2 ICRIEMSD
November 27 – 28, 2021
 AN ASSESSMENT OF THE RELATIONSHIP
BETWEEN ORGANIZATIONAL CULTURE AND
EMPLOYEE COMMITMENT: A CRITICAL REVIEWIN
TABORE CERAMIC COMPANY IN ETHIOPIA
HRM-ICRIEMSD-111

S. M. Murali Krishna, Vignan’s Institute of Information Technology, Visakhapatnam

Auadhati Datta, Vignan’s Institute of Information Technology, Visakhapatnam

Organization culture affects the way in which people behave in an organization. Organization
culture can be viewed as the unique pattern of shared values, attitudes, rituals, beliefs, norms,
expectations, socialization, and assumptions of employees in the organization (Armstrong, 2009;
Chatman and Caldwell, 1991; Eldridge and Crumby, 1974; Burnham and Gunter, 1993; Schein,
1992). Organization culture is therefore equated with the personality of the organization, depicting
employee behavior even when they are not instructed on what to do (Hellriegel, 2004).
Employee commitment is viewed as the psychological strength of an employee’s attachment and
involvement with the organization (Mow day, 1979). A committed employee is determined to stay
with the organization irrespective of whether the organization is in a favorable or unfavorable state,
(Allen and Meyer, 1990). Organization culture is pervasive and powerful as it either encourages
or hampers change in the organization. For employees, Organization culture is either the glue that
binds employees to the organization or the wind that blows them away. Organization Culture is
also essential in determining how well an employee fits into the organizational context.
Organization culture affects the commitment of employees within the organization and the strength
of Employee commitment is correlated with the strength of organization culture. A strong
organization culture enables employees understand the goals of the organization, and as they work
towards organizational goals, their level of commitment increases.

52
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November 27 – 28, 2021
 Keywords: Organizatio ,
psychological, effectiveness, Organizational goals
ASSESSING THE INFLUENCE OF BIG FIVE
PERSONALITY FACTORS ON UNIVERSITY
TEACHERS’ PERFORMANCE
HRM-ICRIEMSD-097

Pushkar Dubey, Pandit Sundarlal Sharma University

Sanjiv Kumar Lavania, Pandit Sundarlal Sharma University
Kailash Kumar Sahu, Pandit Sundarlal Sharma University

Competent and talented teachers are the backbone any educational institutions, and finding such
teachers has become the most difficult task for educational administration. In view of this, the
present study examines the big five personality factors (i.e., extroversion, agreeableness,
consciousness, neuroticism, and openness to experience) of university teachers on their
performance in terms of teacher-related work, research-related work, and departmental-related
work.

Correlational research design is applied in the present study. Simple random sampling was used to
collect primary data from teachers of three university of Chhattisgarh state. University teachers
who are employed for at least one year were included as participant in the present study.

Findings: Results revealed that extroversion, consciousness, and openness to experience factors of
big five personality model were found significantly associated with university teachers’
performance, whereas neuroticism factor negatively correlated with teachers’ performance.
However, agreeableness did not contribute to the university teachers’ performance.

The outcomes of the study will be fruitful to all the educational institutions intending to hire
competent and skilled employees who can perform teacher-, research-, and departmental related-
tasks effectively.

Keywords: Big five model, Personality factors, Teacher’ Performance.

53
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2 ICRIEMSD
November 27 – 28, 2021
 MODE OF WORK: ONLINE, OFFLINE OR “AS
YOU LIKE IT”

HRM-ICRIEMSD-124

Pallavi Pandey, OP Jindal University, Raigarh

Purpose – Through means of this study, it has been intended to discover the future workforces’
work values and, leaning on them, it is aimed to examine the desired conditions of employment of
and for, succeeding livewares, gazing at the revived job search domains of future. Into the bargain,
the study further strives to furnish schemes for the organizations on ways to refashion the
workplace ambience, pointedly, for the post-COVID-19 era to attract and retain employees, also
considering the members of Gen-Next. In wake of Covid 19 Outbreak, every organization across
the world is impending global crisis, medically, economically, financially and all other aspects
even those not specified. Thus, it is desideratum to examine sundry approaches including online,
hybrid and blended work modes. A detailed Strength–Weakness– Opportunities–Threat analysis
of blended/hybrid working environment has been presented. Analysis based on primary data
acquired through questionnaires shall be presented stating manners through which employers can
combine the best of both traditional and online work environment to offer engaging and productive
work experiences for the employees. The COVID-19 pandemic has greatly changed the living and
working lifestyles that we are familiar with. How can organizations ensure a safe working
environment in the epidemic and post-epidemic periods considering health concerns and also habit
of now been involved in work from home being tagged as the new normal? Additionally, ethical
concerns are also highlighted for the hybrid structure setup of the organizations, sidelining evasion
of work if allowed in online mode.
Design/methodology/approach –– Reported from a first-person point of view (Questionnaires) ,
150 employees from varied sectors dedicated to providing their services currently working from
home or those who have joined back in physical mode at office, were surveyed as to how the
lockdown circumstances have impacted their conventional work expectations and which work
environment is more convenient and productive for them. The study compares the Pre-Covid
working environment (PrWE) to the Post-Covid working environment (PoWE)

to present view of the overall sentiments of the abrupt changes to the workplace and scope and
response towards hybrid work culture.
Findings – The paper reflects employees’ expectations and experiences of the physical work
environment and the flexible work arrangements respectively. So as to prepare for the post-
COVID-19 era, now that transition has commenced, the study suggests organizations to apply
hybrid working models.

54
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 Practical implications – Based on impacts and expected transformations in workplace structure in
the post COVID-19 era, the paper underscores the artful management required to effortlessly meet
future workforce’s preferences and expectations regarding workplace, which needs not necessarily
be a place just as in case of market.
Originality/value – The findings highlights the work environment’s convenience, features and
integrates values that support the employees’ desired lifestyle and well-being.

Keywords: livewares, hybrid and blended work modes, COVID-19 era, Pre- Covid working
environment, Post-Covid working environment, first-person point of view, Strength–Weakness–
Opportunities–Threat analysis.

55
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2 ICRIEMSD
November 27 – 28, 2021
 FEMALE ENTREPRENEURSHIP IN TRANSITION
ECONOMIES WITH SPECIFIC REFERENCE TO
RAIPUR (C.G)
HRM-ICRIEMSD-099

Prachi Singh, St. Vincent Pallotti College , Raipur

Neetu Gupta, St. Vincent Pallotti College , Raipur
Saket Jeswani, OP Jindal University, Raigarh

As said by Pandit Jawaharlal Nehru ‘When women move forward, the family moves, the village
moves and the nation moves.
Women entrepreneurship is not a new concept. From ages women have played a strong role in
getting themselves being identified, creating a niche for themselves and contribution to the society
through their skills and talents and working for the growth of their upliftment as well as through
them the society upliftment.
“When we specifically talk about India, women hold a significant act importance in
entrepreneurship. They are the women who are confident, innovative, and creative women capable
of achieving self-economic independence either individually or in collaboration, generating
employment opportunities for others also in establishing and running the enterprise by keeping
pace with personal, family, professional life”
This paper will talk about some of the emerging women entrepreneurs in Raipur who have created
a mark for themselves. Through this paper the authors will try to understand the problems,
challenges they have faced. We the authors would also like to know among the women
entrepreneurs about the awareness of government schemes for them.
The paper will be mostly based on primary data where the data will be collected through
observation, interview and personal interaction. The sample will be chosen from Raipur only and
it will be interpreted by using SPSS and NVIVO. Secondary data about the Government schemes
for promoting entrepreneurship, statistical records will be collected through Government website,
magazines and local newspapers

KEYWORDS : Women Entrepreneurship, Challenges, Economy, Growth, Prospects.

56
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2 ICRIEMSD
November 27 – 28, 2021
 IDENTIFYING THE MOST IMPORTANT FACTORS OF
EMPLOYEES’ TURNOVER INTENTION:
A LITERATURE REVIEW & RESEARCH AGENDA

HRM-ICRIEMSD-130

Sasmita Nayak, OP Jindal University, Raigarh

Saket Jeswani, OP Jindal University, Raigarh
Turnover intention is an employee’s intention to voluntarily change jobs or companies for better
opportunities. High employee turnover for any company is undesirable and a costly affair. There
are various factors that leads to employee turnover viz. organizational factors like salary &
benefits, working environment, promotion, supervision, relationship with the colleague etc. and
personal factors like employee motivation, job satisfaction, work life balance etc, which have
already been explored and discussed widely in literature. Hence, this article focuses on exploring
the three most important factors effecting employees’ turnover intention, based on the systematic
review of empirical and conceptual studies undertaken in India context. On the basis of this study,
the future research agenda is suggested that how organization should implement the “Future of
work” concept based on identified three top most important factors in order to reduce turnover
intention of employees.

Keywords: Turnover Intention, Organizational Factors, Personal Factors, Employees

57
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2 ICRIEMSD
November 27 – 28, 2021
 CASE
STUDY
58
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2 ICRIEMSD
November 27 – 28, 2021
 STUDENTS’ ANXIETY AND LANGUAGE PROFICIENCY IN
SECOND LANGUAGE LEARNING
CS-ICRIEMSD-009

Mary Shane Louie M. Sayson, University of Mindanao.

This study was designed to explore the relationship between the students’ anxiety and language
proficiency in second language learning. This study was conducted at Agro-Industrial Foundation
College of the Philippines. The respondents of the study were two hundred ninety-eight first year
college students. The research used the non-experimental quantitative research design using the
question. One questionnaire was administered to the respondents to collect the data. The
questionnaire was the translation of Language Anxiety in International Students: Humphries,
Rebecca (2011) and Sources of Students’ English Writing Anxiety Horwitz et al. (1986). This
study goes to show that these difficulties can be resolved given an awareness of the theoretical
perspective from which this research has developed. The analysis of the study was done with the
help of respondents. Mean, standard deviation, Pearson r and regression analysis were employed
in the analysis of the data gathered in this study. It is revealed in the study that the students’ anxiety
in terms of apprehension, fear of negative evaluation, and test of anxiety is of high level, while the
language proficiency in second language learning in terms of areas of comprehension, reading,
speaking and vocabulary is moderately descriptive equivalent. It is also revealed that there is
relationship between students’ anxiety and language proficiency in second language learning.

Keywords: Student’ Anxiety and Language Proficiency in Second Language learning.

59
nd
2 ICRIEMSD
November 27 – 28, 2021
 CREATING EXCEPTIONAL EMPLOYEE EXPERIENCE:
CASE STUDIES OF TWO PIONEERING EMPLOYEE
EXPERIENCE CENTRIC ORGANISATIONS
CS-ICRIEMSD-019

Sonal Khandelwal, Manipal University, Jaipur.

The aim of employee experience is to enhance the relationships with employees and thus co create
an ambience of trust and loyalty. Employee experience centered organisation have proved to attract
best talent and engage and retain them. Researches have suggested that drive to design employee
experience is a disruptive transformational strategy that by and large is most impactful and
revolutionary action a company can take. This paper focusses on the concept of employee
experience and highlights the fact that how an ‘exceptional’ employee experience might be
achieved at a reasonable cost. The paper is based on case studies of two leading companies to
illustrates the approach of creating outstanding employee experience. The paper also discusses the
managerial insights from the case studies.
Keywords: cocreation, employee experience, design thinking, employee engagement.

60
nd
2 ICRIEMSD
November 27 – 28, 2021
 OPERATIONAL RESILIENCE: THE CASE STUDY OF
A GLOBAL BANK
CS-ICRIEMSD-060

Ipsita Pradhan, Manager, SBI UK Ltd.

Suresh Kumar Sahoo Faculty of Management Studies
Shiba Prasad Mohanty, Indian Institute of Management, Nagpur, Maharashtra,

Operational Resilience (OR) is an area of great interest among the Regulators and Central Banks
of all the different geographies. This concept assures the safety and soundness of the financial
system. OR has been able to bring in all the core assets of the firms or Financial Management
Institutes (FMI) under one umbrella.
This was earlier staggered and existed in silo. The key assets are people, process, technology,
infrastructure, data and the third-party service provider. All these together help to deliver the core
services of the FMI’s. Any one of them is disrupted it has a spiral effect on the rest and there are
chances of the whole structure collapsing. Firms with this concept of OR can challenge itself to
check and test if they can bring in resilience under the most catastrophic but plausible scenarios.
The case below aims to study this framework and once implemented successfully will help the
firms to achieve higher profits to make it more attractive to its investors. Four simple variables
have been taken in the study to check the nature of regression and correlation between them. The
first and foremost among the Regulators’ who have been successfully able to implement OR across
the firms is the Bank of England, the Prudential Regulatory Authority, and the Financial Conduct
Authority in United Kingdom. Other central Banks are following suite as they all believe in this
philosophy that a resilient financial system with minimal commotion is the core of any financial
system.
Keywords: Enterprise-wide Operating Model, Financial Conduct Authority, Operations,
Prudential Regulatory Authority.

61
nd
2 ICRIEMSD
November 27 – 28, 2021
 UNVEILING A NEW BUSINESS MODEL: NIKE A
CASE STUDY
CS-ICRIEMSD-061

Stutee Mohanty, Suresh Kumar Sahoo and Mrutyunjay Dash

In view of rapid urbanization and increasing volume and variety of waste posing serious threats to
environmental sustainability, the concept of circular economy has been gaining paramount
importance in recent years. The circular economy based on the “reduce-reuse-recycle” (3R)
approach provides a coherent framework to overcome compounded challenges posed by the linear
economy. In a world of finite resources, it is important to make the transition from the traditional
linear economy relying on a model of take-make-dispose to a restorative economy based on the
tenet of 3R through innovation and creativity. Rethinking business processes aiming at building
up a sustainable ecosystem is a great challenge. It requires concerted efforts to make the
transformation towards a circular economy paradigm possible. The present study makes an attempt
to investigate the business model adopted and the system and procedures followed by Nike in its
march to reduce resource dependency and gain competitiveness. The sustainable targets for Vision
2025 set by Nike are too optimistic to achieve. It does not have any financial constraints but its
sustainability campaign lacks pace, vigour and proper channelization of strategies essential for
their efficient implementation. The new business model may inspire corporations to believe in the
togetherness of the planet, people and profits.

Keywords: Linear economy, circular economy, sustainable ecosystem, transformation, planet,

people, profits.

62
nd
2 ICRIEMSD
November 27 – 28, 2021
 LEVERAGING HYBRID BRAND ARCHITECTURE
– A CASE OF DABUR INDIA
CS-ICRIEMSD-086

Nishant Singh, Aligarh Muslim University

One company that analysed its nation’s diaspora and determined that it could help build a global
brand portfolio is India’s Dabur. Originally a manufacturer of herbal medicines, Dabur has
transformed itself to be the 4th largest FMCG company in India and world’s largest Ayurvedic and
Natural Health Care company. The key transformative factor was the Brand strategy adopted by
the first ever professional CEO in 2004, since then the company growth has been impressive --
Topline improved by 8 times and Market capitalization by 23 times. The image makeover was
regarded as biggest execution challenge by the stalwarts at that time and now regarded as one of
the best execution examples of Hybrid Brand Architecture strategy. This case attempts to decode
the strength of consumer brand relationship across the extremes of Brand portfolio, House of Brand
& Branded House architecture. The primary survey was done for 5 Power Brands, selected basis
their strength in market and equity among the millennial consumers. Dabur Brand portfolio has
varied level of usership across product Brands, Branded House architecture has higher level of
coherence and better loyalty while
House of Brand architecture has lower level of overlap in usage across Product Brands. Corporate
Branding instils confidence in consumers as the Brand health funnel was stronger among the
consumers aware of relationship between Product & Corporate Brand. Dabur needs to strengthen
the product Brand image for Branded House architecture while House of Brands needs to be seen
more closer to the Corporate Brand – Dabur must add value by its presence esp. to the young
Millennials as they will be the future growth drivers. Since Dabur portfolio is largely about FOOD,
the consumption occasions are key moment of truth for the Brands – the custodians should work
on sensorial too as there might be high correlation with perception for the Brand. The stable pattern
for perception on ‘benefits delivered as promised’ and ‘innovative product range’ needs to be
addressed by mapping the consumer expectations & frequent rejuvenations While all the Brands
are perceived delivering on the hygiene attributes but there is a need to establish tangible
association to corporate Brand Dabur in the space of contemporary Ayurveda. With favourable
macro environment and leadership position Dabur should explore for a catalytic mechanism around
its CORE values that will connect across age groups and elevate the Brand standing in consumer
mind – this will help in equity transference to the smaller Brands in portfolio
Keywords: House of Brands, Branded House, Hybrid Brand Architecture; Dabur, Dabur
Chyawanprash, Dabur Honey, Hajmola, Real, Odomos; Millennial Consumers; Corporate Brand;
Ayurveda, Natural, Sustainability; Consumer Brand Relationship.

63
nd
2 ICRIEMSD
November 27 – 28, 2021
 FINANCE

64
nd
2 ICRIEMSD
November 27 – 28, 2021
 FACTORS DETERMINING THE FINANCIAL
STRUCTURE OF SMALL AND MEDIUM
ENTERPRISES
FIN-ICRIEMSD-041

Bhawna ACCF, Amity University, Noida

Despite the conclusions on Opportunities and strengths of Small and Medium Enterprises that provide
expansion of Industrial Sector, huge employment opportunities, Growth of National Income etc., they
are still facing the plenty of threats and weakness, out of them their major issue was access to funds,
required to execute the regulatory operations and expansion. This research investigates how the Firm
characteristics (Firm Size, Growth, Profitability, and risk) helps in determining the optimal Financial
structure of small & Medium Enterprises (SMEs) using the database of Indian SMEs which were listed
on BSE and NSE. Factors affecting the financial structure of small firms perform the major role in
raising funds from the open market as inappropriate capital structure decisions will results in excessive
cost of capital, lower profitability etc, so it is necessary to analyze the impact of these determinants
over the leverage of firms. In order to achieve the objectives of the study descriptive statistics,
correlation and regression models have been applied using SPSS.

Keywords: Financial Structure, Small and Medium Enterprises (SMEs), ownership structure,
Corporate Governance, BSE, NSE

65
nd
2 ICRIEMSD
November 27 – 28, 2021
 ESTIMATING INTELLECTUAL CAPITAL AND
ITS IMPACT ON FIRMS’ PERFORMANCE: USE
OF A-VAIC AND M-VAIC MODEL
FIN-ICRIEMSD-047

Kanishka Gupta, Symbiosis Centre for Management Studies, Noida

The study has been conducted to examine the contribution of intellectual capital for companies’
overall performance. Also, an attempt has been made to compare the effectiveness of A-VAIC and
M-VAIC model for estimating IC components and analyzing their impact over firms’ performance.
The study has been carried out for 405 Indian companies listed on NSE-500 index, for 10 years
(2010-2011 to 2019-2020). It has been found in the results that IC is indeed helpful in improving
firms’ financial and market performance. However, since M-VAIC is more detailed and precise,
hence, the IC components estimated using it are able to explain companies’ performance more
effectively, as compared to A-VAIC.
Keywords: Intellectual Capital; M-VAIC; A-VAIC; Financial Performance; Market Performance,
India.

66
nd
2 ICRIEMSD
November 27 – 28, 2021
 FACTORS AFFECTING THE PERFORMANCE OF
MICROFINANCE INSTITUTIONS IN INDIA

FIN-ICRIEMSD-056

Lokendra Puri, Anu Thakur, Bennett University, Greater Noida

The present study focuses on the factors which are affecting the performance of microfinance
institutions (MFIs) in India. Microfinance Institutions work with scope to empower women, to
support poor entrepreneurs for a better standard of living and to generate income by providing the
token amount of loan with financial assistance. The present study will highlight the factors which
are impacting the performance of Indian MFIs. For which secondary data of Top 25 Indian MFIs
for a period of 05 years will be used from various databases, published reports, online sources like
official websites of the company. Appropriate tools will be used to analyse the collected data which
will be based on the suitability of data. The findings of this study will indicate the association of
these factors with the MFI. It can be positive, negative or neutral but will be analysed.
Keywords: Microfinance, SHG, Women empowerment, Micro-credit, Micro- insurance, Micro-
saving

67
nd
2 ICRIEMSD
November 27 – 28, 2021
 EFFECT OF COVID 19 ON NON-PERFORMING ASSETS AND
OTHER FACTORS ON GROSS DOMESTIC PRODUCT, PRE AND
POST COVID-19-AN EMPIRICAL STUDY ON ECONOMY
ACROSS THE COUNTRIES
FIN-ICRIEMSD-059

Sonia Jindal, Maharaja Agrasen University, Baddi, Himachal Pradesh, India.

Surabhi Sangal, Maharaja Agrasen University, Baddi, Himachal Pradesh, India

Banking is the backbone and an imperative aspect of every economy in the world. There are various
factors which are considered important while evaluating the economic situation of a country and
Banking holds an important place amongst all such factors. Likewise, there a number of factors
upon which banking relies and amongst them, “Non-performing assets” holds its place in top most
factors affecting financial performance of banking industry. Now days, in a developing economy
like India, banking industry has reached to rural areas also, where it had no existence before
demonetization which was announced on November 8, 2018 by hon’ble Prime Minister Mr.
Narender Modi. Therefore, we can sum up by saying that the Banking sector has reached to interior
areas in India. In view of the expansion of Banking sector, the problem of piling up of Non-
Performing Assets is getting severe day by day across economies of the world. In this paper, we
have attempted to check the effect of the pandemic COVID-19 on Non-Performing Assets and
economy of those developed, developing and under developed countries.
Keywords: Non Performing Assets, banking industry, Gross domestic product

68
nd
2 ICRIEMSD
November 27 – 28, 2021
 OVERCOMING COGNITIVE CHALLENGES IN PERSONAL
BUDGETING: A SEMINAR-WORKSHOP TECHNIQUE

FIN-ICRIEMSD-082

Vicente E. Montaño, DBA

Budgeting is the most common activity of personal finance. Very few studies attempt to investigate
the effectiveness of seminar-workshop in helping employees improve their budgeting. This study
attempt to help employees from various business organization increase their understanding of
budgeting in personal finance. The researcher uses the pre and post-test techniques to measure the
significant effect of the seminar workshop in enhancing comprehension, skills, and appreciation
of budgeting in personal finance. The result shows that participants have a high comprehension of
budget (0.7611) and personal balance sheet purpose for a loan (0.7313).
In contrast, low comprehensions are in the asset (0.1194) and step to organize financial life
(0.1044) topics. Moreover, the Two-Factor ANOVA without replication was used, demonstrating
that significant difference existed between pre and post-test results (F = 10.69; p < 0.05) and a
significant interaction (F = 66.46; p<0) between the understanding, skills, and appreciation of
budgeting with the pre and post-test score of the participants. Altogether, this study conveys that
seminar-worship is an effective tool in enhancing participants' understanding of personal
budgeting.

Keywords: personal budgeting, seminar workshop, pre and posttest, Two-factor ANOVA

69
nd
2 ICRIEMSD
November 27 – 28, 2021
 BEHAVIORAL DETERMINANTS OF FINANCIAL
DECISION MAKING – A BIBLIOMETRIC REVIEW

FIN-ICRIEMSD-0114

Sunil Kumar, Sanjay Guha, Judith Gomes

Department of Management, Bhilai Institute of Technology, Durg

This article represents a bibliometric analysis of the publications from Scopus database on
behavioural finance for the period 2010–2021. The study retrieved 4414 documents based on the
keywords used, for frequency, visualization and citation analysis using various tools like Microsoft
Excel, VOS-viewer and Harzing’s Publish or Perish. The findings represent, for the research of
behavioural finance largest contributor is USA and the highest number of publications is in the
Journal of Finance. Our findings suggest the role of behavioural finance in social connect
whichmay in later years take over the clusters. Future scope of study in the area of behavioural
finance will guide the global theory that will unify to decision making in savings and investment
patterns of individual and business as whole.
Keywords: Behavioural Finance, Bibliometric Analysis, Vosviewer, Scopus, Citation.

70
nd
2 ICRIEMSD
November 27 – 28, 2021
 PANDEMIC AND INSOLVENCY AND
BANKRUPTCY LANDSCAPE

FIN-ICRIEMSD-0117

Shefali Sethi, Scholarcentral University Of Haryana

The global spread of the Covid-19 outbreaks, as well as the ensuing lockdown, made it difficult
for numerous sectors of the economy to function. Countries all across the world, including India,
have taken a variety of steps to aid the economy's recovery from the pandemic. In this light the
finance minister announced an emergency adhoc suspension of Sections 7, 9 and 10 of the
Insolvency and Bankruptcy Code, 2016 as part of the economic relief package. The decision was
made with the primary goal of delaying the filing of new insolvency cases against corporations for
a year and keeping any Covid-19- related debt out of the IBC's ambit. This paper explores the debt
and insolvency related measures since the initial wave of pandemic hit and examines how these
measures evolved as the number of COVID-19 infections decreased. Finally, it considers how
these expectations must be readjusted in light of the current uptick in cases. The Research is
descriptive in nature. The paper suggests implementation of emergency operational measures,
establishment of platforms to expedite the receipt of government clearances, investment in NCLT
capacity, encouraging new investment and creation of asset management companies to tackle the
crisis.
Keywords: Insolvency, Bankruptcy, Pandemic

71
nd
2 ICRIEMSD
November 27 – 28, 2021
 A COMPARATIVE STUDY ON ANALYSING THE SOLVENCY OF
THE INDIAN PUBLIC, PRIVATE AND FOREIGN SECTOR
COMMERCIAL BANKS USING MODIFIED ALTMAN Z-SCORE

FIN-ICRIEMSD-0125

Meena Rani, University Business School, Panjab University, Chandigarh

The financial solvency of the banks is the backbone of the economic stability of a country.
Evaluating and predicting the vulnerability of banks is crucial not only for the banks' management
but also considered by the creditors, investors, depositors, government and policymakers. This
study is trying to accomplish the objective of evaluating the financial solvency of Indian
commercial banks. Modified Altman Z-score developed by Edward I. Altman in 1995 calculated
for the Indian commercial banks for a period from F. Y. 2016-2020. The Study comprises 77 banks
covering 21 public sector, 19 private sector and 37 foreign sector banks. This study further
examined the statistical independence of all the three groups taken. The findings claim that private
sector banks are more solvent than public sector banks. While comparing with the foreign sector
banks, both public and private sector banks have less Z-Score. However, the results support the
previous shreds of evidence that Indian commercial banks are in the safe zone. This independent
test shows that there are significant differences among all the three groups taken in the study.
Further, the regression analysis outcomes show the statistical significance of each component of
Altman Z-score. The originality of the study is that it covers all the Indian commercial banks.
Previous studies do not find any evidence of the foreign sector banks in the Indian commercial
banking system. The findings have a larger application for the managers and policymakers to
prevent the adversity of bankruptcy in Indian commercial banks. Researchers can further extend
this study by including the impact of the Covid- 19 period, which can be compared with the prior
period to check and predict the solvency of the Indian banks.

Keywords: Solvency, Commercial Bank, Altman Z-Score

72
nd
2 ICRIEMSD
November 27 – 28, 2021
 ROLE OF RISK PERCEPTION, MENTAL
ACCOUNTING AND DECISION WEIGHTING IN
INFLUENCING RISK BEHAVIOR OF INVESTORS
FIN-ICRIEMSD-0116

Rekha Sharma, OP Jindal University

Concepts from the behavioural decision theory are applied to study how risk perception, mental
accounting and decision weighting influence risk behaviour of investors. The basic proposition is
that, in a situation with high levels of perceived risk, where nothing much can be predicted well,
investors tend to focus on investment that have a short term consequence rather than take a decision
that will have long investment period as far as stock market investments are concerned. On the
contrary, when perceived risk is less, investors could feel comfortable about a long term
investment.
Four situations were created with varying levels of risk and these scenarios were presented to the
investors to obtain their mental account focus (whether current income or future income), in the
presented situations. In each of the situations, investors were asked to indicate their percentage of
investment in long term assets and short term assets; thereby the mental accounting focus is
obtained. A psychological approach to measure decision weights was adopted by creating
hypothetical stock market events with price movement scenarios.
Decision weighting measures evidenced a significant impact on risk behavior. The change in risk
behavior when risk levels change from low to medium, medium to high and from high to very high
is also impacted by decision weights. The inference that can be drawn is that, the role of risk
perception and mental accounting in impacting decision weighting is significant when events occur
in a predicable scenario. Events in an unpredictable scenario, when considered manageable
establish the main effects and interaction effects of risk perception and mental accounting on
decision weighting. However, this relationship does not hold well when the scenario is complex.
This insignificance of the influences could be attributed to investors’ numbness to risk, where
beyond the level of manageability, events fail to affect investors psychologically. The prevalence
of complex risk situations and unpredictable scenarios necessitates intervention of regulators and
the implications are discussed.

73
nd
2 ICRIEMSD
November 27 – 28, 2021
 ENTREPRENEURSHIP

74
nd
2 ICRIEMSD
November 27 – 28, 2021
 HIGH IMPACT FACTORS WHICH HAVE
INFLUENCE ON BUSINESS GROWTH OF IT
ENTREPRENEURSHIP
EN-ICRIEMSD-004

Rajib Kumar Roy, School of Commerce & Management.

The objective of this study is to find out the impact of business resource and operational factors
towards the business growth for IT entrepreneurships in Bangalore. Sample is collected from 200
individuals associated with small and medium sized IT entrepreneurships in Bangalore. We have
undertaken the 7- business operational factors. We have constructed a deep dive analysis from
multiple industry leaders’ discussions and journals study to identify the high impact factors. We
have taken continuous business growth for 3 years as measurement of dependent factors for the
business. During study it was identified that certain operational factors has significant impact and
play major role on business success over other factors.

• Identification of product or services that the customers want

• Impact of good governance
• Impact of specific techniques / tools relevant to the business

75
nd
2 ICRIEMSD
November 27 – 28, 2021
 THE IMPACT OF SOCIO-CULTURAL
CHARACTERISTICS ON ENTREPRENEURIAL

EN-ICRIEMSD-005

Nailesh R Limbasiya, The Maharaja Sayajirao University of Baroda

Entrepreneurship plays a vital role in economic development, job creation, and the progression of
society. The study is an attempt to identify the factor influencing the startup decision of an
entrepreneur. It examines the role of socio- cultural characteristics on entrepreneurial orientation.
The level of education, experience before startup, and family background of the entrepreneurs
attribute the socio-cultural attributes. In addition, innovativeness, creativeness, and risk- taking
tendency are attributes to the entrepreneurial orientation.

Design: The study uses a sample of 100 entrepreneurs surveyed from the Gujarat state of India.
The primary data was collected by personal interaction with the entrepreneurs. We used
confirmatory factor analysis and parametric tests to get the empirical results.

Findings: Results show that the background of the owner and educational attainment positively
affects the entrepreneurial orientation. The educational attainment and experience of an
entrepreneur show significant association with innovativeness. In contrast, the business
background of an entrepreneur is positively related to proactiveness. Additionally, educational
attainment is positively associated with risk-taking propensity. Experience and education are the
essential factors for innovativeness. Social background is a necessary factor for proactiveness in
business activities.

Implication: The investors can identify the likelihood of venture decisions by examining the
entrepreneur's profile of the small firms. We can determine owners' attitudes toward innovation,
pro-action, and risk-taking propensity based on their socio- cultural characteristics. An
entrepreneur can also understand the importance of socio-cultural factors before starting the
venture.

Originality and value: This study is an attempt to examine the role of socio-cultural characteristics
on entrepreneurial orientation. It examines the small and medium scale enterprises. The investors
and financers can increase success by selecting the innovative, proactive, and risk-taking
entrepreneurial orientation dimensions.

Keywords : Entrepreneurial Orientation, Proactiveness, Innovativeness, Risk- taking Propensity,

Socio-Cultural Characteristics

76
nd
2 ICRIEMSD
November 27 – 28, 2021
 WHY SMALL BUSINESS OWNERS GET
DEMOTIVATED? MODELING “UNWILLINGNESS
TO GROW” USING ISM APPROACH

EN-ICRIEMSD-006

Vaibhav Tripathi, Christ (Deemed to be) University Delhi NCR Campus; Ghaziabad Prajna
Paromita Dey, Podar World College; Mumbai

Even after establishing their business successfully, many business owners get demotivated due to
various personal reasons. Unwillingness to Grow among small business owners is a common
practice, and there are many reasons for it. This research attempts to propose a comprehensive
model that represents interrelationships among various personal factors affecting “unwillingness
to grow.”
Design/Methodology/Approach- The personal factors were identified using existing literature, and
expert interviews were conducted to screen them as per their influence on 'unwillingness to grow.'
The interrelationships among the filtered variables have been done using Interpretive Structural
Modelling, and MICMAC analysis was done to determine the importance of each variable in
influencing' unwillingness to grow'.
Findings- 30 personal attributes were identified from previous literature, out of which 15 were
selected for the final study. The ISM Model has generated 107 relationships among these 15
attributes. The result identifies 7 variables having a strong impact on 'Unwillingness to grow.'
These attributes are 'absence of strong network,’ 'lack of vision,’ 'lack of proactiveness,’
'Reluctance to involve external consultants,' ‘Absence of/small founding team,’ 'lack of ambition,'
and 'improper attitude.'
Originality/Value- The research attempts to create a bricolage of all the important personal factors
affecting 'Unwillingness to Grow'. this is new in this field. Previous researches have used few
attributes, but with the help of ISM, a graphical modelling technique, it became possible to draw
interrelationship between 15 attributes. Further, with the help of MICMAC, the importance of each
attribute was determined.
Keywords: Unwillingness to grow, Small Business Owners, ISM, MICMAC, entrepreneurship
motivation.

77
nd
2 ICRIEMSD
November 27 – 28, 2021
 GREEN ENTREPRENEURIAL INTENTION AS A
MEDIATOR BETWEEN SELECTIVE FACTORS AND
GREEN ENTREPRENEURIAL BEHAVIOR
EN-ICRIEMSD-0101

Nidhi Sharma, Rukmini Devi Institute of Advanced Studies, GGSIPU, Delhi

Manoj Kumar Mishra, Research Scholar, Jagannath University, Jaipur
Sunil Kumar, OP Jindal University, Raigarh, Chhattisgarh

This study aims to validate a model on the Green entrepreneurial intention (GEI), Attitude,
Subjective norms (SN), perceived behavioral control (PBC) and Green entrepreneurial Behavior
(GEB) among students pursuing higher education in Delhi &NCR. This study also captures the
mediating role of Green entrepreneurial intention (GEI) between attitude, subjective norms (SN),
perceived behavioral control (PBC) and green entrepreneurial Behavior (GEB).
Design/methodology/approach – Analysis of data include such as descriptive statistics, correlation,
regression using Smart-PLS. CFA, Structural equation modelling (SEM)), and Mediating effect
was assessed using specific indirect effect through Smart-PLS-3 on the sample of 593 in the study.
Findings – The result of the study suggests that attitude, subjective norms and perceived behavioral
control has significant positive relationship with green entrepreneurial behavior. Whereas, GEI as
a mediator has no effect between attitude and GEB, while GEI as a mediator has a significant effect
between SN, PBC and GEB.
Practical implications– Green entrepreneurial behavior among young professionals have been
found as changing paradigm in the area of entrepreneurial practices in India. It has significant
impact on sustainability aspects of society as well as organization. Millennials get ignited towards
such orientation which improved global environmental dynamics. The result of the study suggests
that professional’s attitude and their perceived behavioral control have a significant positive impact
on the GEB and this relationship is also mediated by green entrepreneurial intention. This provides
a significant source to the policy makers to promote green entrepreneurial behaviors among
professionals.
Originality/value – The study has investigated the mediating effect of GEI between attitude,
subjective norms (SN), perceived behavioral control (PBC) and Green entrepreneurial Behavior
(GEB). The present study has assessed the Green entrepreneurial behavior model and it was
validated empirically. This study contributes to the domain of green entrepreneurial intention and
behavior among young professional.
Keywords-Green entrepreneurial intention (GEI), Attitude, Subjective norms (SN), perceived
behavioral control (PBC), Green entrepreneurial Behavior (GEB), Higher education, India.

78
nd
2 ICRIEMSD
November 27 – 28, 2021
 ENTREPRENEURIAL CHARACTERISTICS AND SELF-
EMPLOYMENT INTENTION OF TECHNICAL STUDENTS: THE
MODERATION ANALYSIS OF ENTREPRENEURIAL ATTITUDE

EN-ICRIEMSD-0104

Pushkar Dubey, Kailash Kumar Sahu

Converting technical students into entrepreneurs are not a new concept, but now it is a necessary
one to effectively address the unemployment issue. The present study explores the moderation
effect of entrepreneurial attitude dimensions (i.e., achievement, innovation, personal control, and
self-esteem) in the link between entrepreneurial characteristics and self-employment intention
among technical undergraduates studying in different government and private technical institutions
of Chhattisgarh state.
Correlational research design is applied in the present study. Authors incorporated stratified
random sampling method for collecting primary data. About 1245 questionnaire were sent to
participants in which 1000 questionnaire were found usable for analysis. Engineering
undergraduates who are enrolled in the third and fourth year in different government and private
technical institutions of Chhattisgarh state were included as participants in the study.
Analysis revealed that the entrepreneurial attitude dimensions (i.e., achievement, innovation,
personal control, and self-esteem) were found statistically significant moderator in the link
between entrepreneurial characteristics and self- employment intention among technical
undergraduates of Chhattisgarh state. However, the interaction effect was found negative.

In order to address and reduce the unemployment issue, being the India’s biggest problem today,
the present study helps in understanding the potential of technical/ engineering students to become
entrepreneurs as they have right characteristics and intention to create new enterprises/ ventures.
There is only need to uplift the entrepreneurial attitude of technical students through various policy
or programmes is what the study proposes to the government/ concerned authorities.
The present study addresses the lack of entrepreneurial attitude among technical/ engineering
students of Chhattisgarh state where entrepreneurial culture is yet to be developed. The study is
first of its kind in which it discusses about the need for entrepreneurial attitude among
Chhattisgarh’s technical/ engineering students.
Keywords: Entrepreneurial attitude, Entrepreneurial characteristics, and Self- employment
intention, Engineering students, Technical Institutions.

79
nd
2 ICRIEMSD
November 27 – 28, 2021
 THE GENDER GAP IN ENTREPRENEURSHIP: AN
EXPLORATION IN ENTREPRENEURIAL
ECOSYSTEM
EN-ICRIEMSD-0111

Leena Priyadarshini Singh

Ashok Kumar Dash

“Breaking down barriers that prevent women from scaling up their businesses is not only a social and
moral imperative; it is also an economic issue.”- PRABHA MITCHELL, CEO,
Women Entrepreneurs of Saskatchewan (WESK) Women entrepreneurs face gender-based barriers to
starting and growing their businesses including discriminatory property, matrimonial and inheritance
laws and/or cultural practices, limited mobility, voice and representation, and an unequal share of
family and household responsibilities. In almost all industrialized countries, women are
underrepresented and facing the disparity in scope for their entrepreneurial ventures, and the gender
gap exhibits a remarkable persistence. The economies have grown steadily over the last few decades,
and there has been a parallel surge in the number of start-ups and new businesses globally. A majority
of these have been founded by men. While many women have ambitions towards entrepreneurship, it
is often more difficult for them to succeed. In fact, it is found in many countries (including India)
where women business owners (as well as women leaders and professionals) struggle with less
favourable conditions, pronounced cultural biases, and a lack of business resources such as finances,
capital, training, and development. The nature of the research is descriptive; a semi-structured, in-
depth qualitative approach was chosen to examine the gender gap in entrepreneurship. This study
typically takes the form of a case study of secondary data available on the prevailing gender gap,
factors responsible in the context of gender based entrepreneurship. This paper attempts to explore the
disparity among women entrepreneurs and the major issues and challenges faced by them in the
entrepreneurial ecosystem. The major implications of the study will help to analyse and evaluate the
problems and how women entrepreneurs have overcome them in the global context.
Keywords: Women entrepreneurship, Social entrepreneurship, Social enterprise, Social problems,
inclusive growth, Entrepreneurial ecosystem

80
nd
2 ICRIEMSD
November 27 – 28, 2021
 INNOVATION LEADS TO TRADE SWITCH A
FORWARD INTEGRATION.

EN-ICRIEMSD-0112

Alka Singh & Manoj Kumar Bhatt, Institute Of Management, Commerce & Economics, Shri
Ramswaroop Memorial University, Barabanki, Uttar Pradesh

The discussion about the Innovation, entrepreneurship and management is leads the study of trade switch
which is most important example of forward integration. There is the case study of serum institute of India
(the business story of Mr Adhar Poonawalla) For innovation and its affirmative results Research and
Development is most important step to deal with by the organization. Entrepreneurial decision brings the
disruptive change in business enterprise. The purpose of the case study is to analyze and determine the
impact of the innovation in the business trade value, processes & methodological changes, how ticket size
increased and how the business automation happens this all happens due to the innovation comes into the
raw material to the finished goods.

Keywords: Innovation, Trade Switch, Forward Integration, Entrepreneurship, Management, Research and
Development, Disruption, Innovation Chronology

81
nd
2 ICRIEMSD
November 27 – 28, 2021
 CHALLENGES IN ORGANIZING A COMMUNITY
COOPERATIVE: ADULT EDUCATION IN THE
LIGHT OF REFLEXIVE MODERNITY
EN-ICRIEMSD-0115

Sharone Mae Clapiz

The aim of this study is to present the challenges in organizing a successful community cooperative
examining the level of adult learning, in the light of Reflexive modernity. Since the default tool in
motivating and the initial step of the Cooperative Development Authority (CDA) is a seminar, the
Community Extension Center and the BS Legal Management program attempt to measure the level
of learning consistency and agreeableness of the participants. There were mixed results. The
intraclass correlation (ICC) two-way mixed-effects model depicted that there were learning
inconsistencies (ICC= 0.183, 14, 420, p<0.01) yet a high level of agreement (ICC= 0.874; 14, 420,
p<0.01) among participants of the CDA seminar. The result presents the inadequacy of using only
the seminar technique in motivating and facilitating the initial step in organizing a community
cooperative. The study recommends the test of validity and reliability of the test- instrument used.

Keywords: adult education, reflexive modernity, community cooperative, intraclass-correlation,

CDA, Philippines

82
nd
2 ICRIEMSD
November 27 – 28, 2021
 PROBLEMS AND PROSPECTS OF WOMEN
ENTREPRENEURSHIP IN THE STATE OF UTTAR PRADESH

EN-ICRIEMSD-026

Sandhya Singh, Institute of Business Management, GLA University, Mathura

In UP or Nation Any nation, to grow today in the world of intense competition, requires
entrepreneurs at the core of the economic development. Entrepreneurial activities and
entrepreneurship has been dominated by males since ages. However, within the era of data
technology, the ladies became more aware and better educational facilities have enabled them to
venture into this male dominated space. The women today have emerged as a key player in
economic development of the nations. However, this transformation of society is far from over and
therefore the women entrepreneurs not only face difficulties while beginning an enterprise but also
during the running phase. Globally, they have become a key player in sustaining both social
development and economic growth. However, in a country like India where almost 50% of
population is made up of women, the number of enterprises run by women entrepreneurs is only
13.36% or out of India has approximately 6.3 crore MSMEs. As per the MSME Ministry data, as
of May 16, 2021, the Udyam Registration portal registered 30,00,822 MSMEs, there are a number
of socio-economic hurdles faced by the women while they attempt to venture into setting up and
running their own enterprises. Hence, the paper discusses the status of the ladies Entrepreneurs and
their importance. Also, an attempt is made to identify the challenges faced by these women
entrepreneurs, by reviewing various literatures and supply some suggestion for overcoming these
obstacles.
Keywords: Women Entrepreneurship, Women Entrepreneurs, Challenges,
MSME

83
nd
2 ICRIEMSD
November 27 – 28, 2021
 ANALYSIS OF WOMEN ENTREPRENEURS IN
PATNA DISTRICT THROUGH SWOT ANALYSIS

EN-ICRIEMSD-038

Deepali Kumari

In today’s generation female entrepreneurs considered as new engine to the growth and
development in developing economy. They lead to our society and countries and bring welfare and
prosperity to the economy. Indian government defined women entrepreneurs as an enterprise
owned and controlled by a woman having a minimum financial interest of 51% of capital and
giving at least 51% of employment generated in the enterprise to women.
There are various pull and push factors which motivates women entrepreneurs and their factors
encourage women to lead the entrepreneur’s world and stand on their own legs and becoming
financially independent. The pull factor according to most of the women entrepreneurs are they
want to do something unique and ready to face the challenges. While the push factors are the
pressure of family and their responsibilities.
This paper investigates the strength, weakness, opportunities and threats of women entrepreneurs.
The major strength of women entrepreneurs was they are financially independence. Their
weakness was the most of the women are far behind the competition as they were not educationally
strong and due to gender biasness, they face lots of difficulties in the society. The major
opportunities where they desire to be their own boss. The major threats of women entrepreneurs
were the pressure of family and children. However, these women entrepreneurs are willing to take
risks and managed their work and family together. They are capable to survive in the competitive
world and most of women entrepreneurs are succeeding by their dedication and hard work
regarding their entrepreneur world.
The present paper investigated the various factors which are motivating women in succeeding their
competitive world. This paper discussed about the problem and challenges faced by women
entrepreneurs. This paper gives an insight about the role of government in promoting program
against women entrepreneur development. The study based on primary and secondary data.
Primary data has been collected from women entrepreneurs of Patna. The primary data consists of
questionnaire which has been asked from women. The secondary data has been taken from various
sources like newspaper, journal, articles etc. Statistical tools have been used to find the conclusion
of the data such as mean, standard deviation etc.
KEYWORDS: Women entrepreneurs, SWOT Analysis, Government, Growth,
Patna.

84
nd
2 ICRIEMSD
November 27 – 28, 2021
 START-UP INDIA: A GOVERNMENTAL INITIATIVE
TO BUILD ENTREPRENEURIAL ECOSYSTEM

EN-ICRIEMSD-040

Rahul K. Wadichar, J.M Patel College

Prashant Manusmare, J.M Patel College
DMukul Burghate, Panjab Rao Deshmukh Institute of Management Technology and Research

In India, entrepreneurship is considered a catalyst for economic development. Entrepreneurship

increases employment generation, contributes to national income, reduces the unemployment rate
and poverty. India ranks 2nd in population with 1.2 billion population strength in the word.
According to Asia Pacific Human Development Report, India is facing severe problems like an
increase in the unemployment rate among youth, scarcity of job market. According to data from
the Labour Ministry of India, approximately one million people enter the job market every month.
For eradication of scarcity of job market, Government of India has announced Start-Up India
initiative on 15th August 2015. This initiative plays a vital role in promoting Bank Financing for
new start-ups It also offers some incentives to a new start-up which helps for job creation and to
build an Entrepreneurial Ecosystem. In India, 70% population are young in the age group of 21-
35 and they are leaving the country for better opportunities The main aim of Start-up India
initiatives is to focus on this young age group for the building entrepreneurial ecosystem. Start-up
India is an initiative that provides funds to start up in their initial stage of the life cycle. In this
initiative, the person who wants to start his start-up gets funding in form of loans up to ten lakhs
to one crore. The Government under this initiative also provides direction, training to people which
help to improve their skills. Some tax benefits are also provided to encourage a greater number of
people to join this scheme. Start-ups in the country create large-scale employment opportunities,
boost economic growth. Government has the vision to spread start-up movement to all sectors of
industries like healthcare, manufacturing, education, agriculture, etc. The present research work is
based on the secondary source of data collected from the different journals of entrepreneurship,
online database, various entrepreneurship books, and web resources. The paper examines the role
of the government initiative ‘Start-up India’ for building an entrepreneurial ecosystem.
Keywords: Start-up India, Government Initiatives, entrepreneurial ecosystem, Entrepreneur,
Employment, entrepreneurship, India

85
nd
2 ICRIEMSD
November 27 – 28, 2021
 INCLINATION TOWARDS ENTREPRENEURSHIP
AMONG GENERATION Z: AN EMPIRICAL
STUDY OF MANAGEMENT STUDENTS IN INDIA
EN-ICRIEMSD-049

Jayshree Siddhpuria S. R. Luthra Institute of Management, Surat

Riddhish N. Joshi Sardar Patel University, Vallabh Vidyanagar.

Entrepreneurship is receiving more attention in the area of business research as it is one of the
driving forces for the achievement of economic development and job creation. Policymakers,
academics, and researchers agree that entrepreneurship is a vital route to economic advancement
for both developed and developing economies. Generation Z, known as people who grow with
technology, have a preference for starting their own business which is estimated to be different
than other generations. Management students, as formally study entrepreneurship, are more likely
to be inclined towards entrepreneurship. Understanding their behaviour becomes very important
because they will become the next generation that drives the economic sector. To understand the
same, the study aims to examine the entrepreneurial inclination among management students of
generation Z. It will not only study various socio-psychographic constructs like work ethics, locus
of control, emotional intelligence, core self- evolution, creative problem solving and opportunism
but also the role of various demographic variables like gender, parental occupation, annual family
income, streams of education inclinations as antecedents to entrepreneurial inclination. Primary
research using a structured questionnaire is directed to various parts of Gujarat, India and total of
316 valid responses are collected. The analysis using partial least squares structure equation
modelling (PLS – SEM) will be executed to empirically test model. This study will have vital
inferences for entrepreneurial researchers, educators, Government, students and policy makers.
Key Words: Entrepreneurship, Entrepreneurship Inclination, Work ethics, Emotional intelligence,
demographic

86
nd
2 ICRIEMSD
November 27 – 28, 2021
 IMPACT OF INDUSTRY INSTITUTE INTERACTION
IN PROMOTING ENTREPRENEURSHIP AMONG
THE STUDENTS
EN-ICRIEMSD-052

Shailesh O. Kediya, G.H. Raisoni College of Engineering, Nagpur

Dileep Singh, Amity University, Raipur

Industry Institute Interaction is need of an hour. The theoretical knowledge is not sufficient for the
students but they also need practical exposure. It is need of all the stakeholders that students learn
to apply the theory in practice. The bilateral working of industry & academia is also useful in
enhancing the efficiency and productivity of academia. It is equally useful for industry as the
interaction provides solutions to their problem by academia. It is also valuable in promoting
entrepreneurship among the students of higher education. This paper is a case study of the higher
education institute imparting engineering & management education. The institute, situated in tier
II city, established in 2008 & got provisional NBA accreditation in 2014 for its four core branches.
The research looks into this matter from three perspectives. At first, the role of industry in academic
development is assessed. As it is vital in bridging the gap between what industries expect from
graduates & what institutes deliver. Next, contribution of academic institute in industrial
development is assessed. Academia provides manpower, research & technical expertise for
betterment of industry. At last this paper assesses the impact of industry institute interaction in
promoting entrepreneurship among the students.
Engineering & Management Education is going through rapid changes. In such a situation
education institute cannot stick to the age old syllabus. Barring basics, all other things are changing
rapidly. These changes are driven by market & need of the customers. These changes are making
engineering & business more profitable, challenging & customer oriented. And unless students
learn these changes, they will not be employable. Industry Institute Interaction inculcates
employability skills amongst these students by providing practical inputs. The innovative ideas
shared by industry professionals help students to think beyond limits. This bilateral interaction also
provides a platform to students to explore possibilities in entrepreneurship. In this case study,
author has explained the key inputs provided by industry during last five years & its impact on
student’s employability & entrepreneurial abilities.
In this case study, author is evaluating the impact of Industry Academia Interaction in an institution
which is established just 9 years back. This paper explains the initiatives taken by institute to
interact with the industry on the mutually beneficial points. It also highlights the difficulties faced
by the institute while approaching & interacting with the industries. The paper also discusses in
length the objectives of industry institute interaction & its achievement in the given institute. It
also explains the key contribution of Industry Institute Interaction in promoting entrepreneurship
among the students of this educational institute. The critical role of industry is explained in depth.
This case study also provides solution to strengthen industry institute interaction for mutual benefit
as well as benefit of the society & nation.

87
nd
2 ICRIEMSD
November 27 – 28, 2021
 This case study also attempts to analyse various dimensions of academic-Industry collaboration in
an educational institute imparting engineering & management education and asses the areas where
industry’s contribution to academia & academia’s contribution to industry would be most
meaningful in current scenario. This study is descriptive study in nature.

Key words: Industry Institute Interaction, Entrepreneurship, Engineering & Management

Education

88
nd
2 ICRIEMSD
November 27 – 28, 2021
 GLASS CEILING AND SCALABILITY CHALLENGES
IN WOMEN ENTREPRENEURSHIP FOR
SUSTAINABILITY
EN-ICRIEMSD-058

Nitu Ghosh, S.K. Prasad, Bharti Ayer

Women entrepreneurship has emerged as an engendering dimension in entrepreneurship offering

immense opportunities for social and economic development despite being restrained by socio-
cultural, physical and psychological factors. Glass ceiling is a phenomenon closely linked to the
frictional growth of women in any profession and received a well enshrined status owing to the
evidences claiming that women in careers face lots of challenges in scalability rather than male
counterparts (Cassell and Walsh, 1994; Bombuwela and Chamaru, 2013). Women in business and
entrepreneurship have been facing immense hurdles that have restricted them in progressing at the
same pace as men and also limited the emergence and growth of women entrepreneurs. Although
there has been encouraging trend in women entrepreneurship in recent years the proportion is less
than 13% nationwide. Women play an important role in sustainable development and nation-
building. According to Google and Bain & Company report (2019), Women entrepreneurs could
potentially create 150-170 million jobs in India by 2030, powering the Economy with her
versatility, emotional intelligence and leadership. Only 33% of the early-stage entrepreneurs in
India are women according to 'Financial Inclusion for Woman-Owned Micro, Small & Medium
Enterprises (MSMEs) in India' Report (2019), and most fail to secure resources and support for
further scalability. Extant researches have given evidences that sustainability of women
entrepreneurs is limited due to social pressure and beliefs, inability to get resources and support
owing to low confidence on women mainly because of prevailing psychology regarding women in
the society, patriarchal structure of the Asian society and glass-ceiling issues.
Thus, it is the need of the hour to focus on women entrepreneurship, the scalability challenges and
glass ceiling phenomenon applicable in women entrepreneurship. The purpose of the study is to
identify the dimensions of glass ceiling that restrict women entrepreneurs’ scalability in business.
The study also attempts to identify the challenges in women entrepreneurship and inheritance
issues faced by second generation women entrepreneurs. The research design adopted is qualitative
in nature. Case-based design is adopted to present the cases of women entrepreneurs who have
surpassed the glass-ceiling and various others challenges and attempted to scale up their businesses
in India. The analysis is based on secondary and primary data. Primary data has been collected by
focus group interviews and Delphi technique of a sample to 40 women entrepreneurs in Bangalore.
Interesting findings have been proposed based on their perception of glass-ceiling challenges and
other entrepreneurial scalability hurdles faced during their entrepreneurial career. The research
findings have immense practical implications in improving the emergence and sustainability of
women entrepreneurship in India.
Keywords- Business, Challenges, Entrepreneurship, Glass-ceiling, psychological barriers,
Scalability, sustainability.

89
nd
2 ICRIEMSD
November 27 – 28, 2021
 RELATIONSHIP BETWEEN INNOVATION
CAPABILITY AND FINANCIAL SOURCES IN
MANUFACTURING FIRMS

EN-ICRIEMSD-065

Malashree S, REVA University, Kattigenahalli, Bengaluru – 64, Karnataka Ruchi Gupta, REVA
University, Kattigenahalli, Bengaluru – 64, Karnataka

The study focuses on important research question: Does there exists a relationship between
financial sources and Innovation capabilities of the manufacturing firms?
The study was conducted through a web based survey in manufacturing sectors. A total of 102
responses were received from a sample of 500 randomly selected smaller manufacturing firms.
The main findings of the study is that there exists a positive association between internal sources
of finance and the extent of firm innovativeness. Firms which depend on internal sources are more
likely to innovate than those who do not prefer internal sources substantially.
The study can be extended in the following ways: researchers should improve on survey response
rates among the manufacturers, study can also adopt panel data and could use more representative
measure to examine the relationship between innovative capability and financial sources.
The research results suggest that more investment in innovation activities of the firm is not always
better.

Keywords: Innovative capabilities, financial sources, Entrepreneurs, manufacturing firms.

90
nd
2 ICRIEMSD
November 27 – 28, 2021
 “Research is to see what everybody
else has seen, and to think what
nobody else has thought”
(Albert Szent-Gyorgyi)

SOUVENIR DEVELOPMENT TEAM

1. Pratyush Pandey.
2. Ayush Gupta.
3. Tushar Kumar Sao.
4. Pawan Gupta.
5. Dr Vikash Kumar.
6. Dr Adil Khan.