WMC042

Smart Cities [E-Governance Smart Governance]

Somayya Madakam, National Institute of Industrial Engineering
Ramaswamy R., National Institute of Industrial Engineering
ABSTRACT
Population growth in the 21st century will see more people living in the
cities for Quality of Life than in rural areas in any country. Unfortunately
these cities are already dumped with innumerable pathogenic problems
throughout the globe. How governments will guarantee that cities are
managed and governed efficiently today, tomorrow and in future? The
Smart Governance is the only way to give better administration in the
cities as well in states, nations and world. The Smart Governance stands
for Simple, Moral, Accountable, Responsive and Transparent Governance.
Smart Governance is one of the Six Dimensions of Smart Cities. The
objective of this research article is to discuss the importance of Smart
Cities, Smart Governance along with E-Governance concepts. However
this paper is also discussing various Internet of Things technologies in
bringing Smart Governance in many cities for Sustainable Governance.
Furthermore, this article bringing out Smart Governance practices with
some city paradigms.
WMC043
Scope of Exports And Investments in Services Sector in the State
of Assam:
An Empirical Study with Reference to Education Services
Rashmita Barua, Assam Don Bosco University
Gour Gopal Banik, Gauhati Commerce College
Niranjan Agarwal, Relaince Telecom Ltd
ABSTRACT
Today, Services Sector has turned to be the most prominent sector of the
Indian Economy contributing to 58 per cent of Indias GDP. Indias trade in
services has been consistently on a rise and the services sector accounts
for the largest share in FDI inflows in India. Indias services sector has
emerged as a prominent sector in terms of its contribution to national and
state income, trade flows, FDI inflows, and employment. Reforms along
with technological advancements, growth of multinational corporations
and new modes of supply models developed by GATS (General Agreement
of Trade in Services), and large unsaturated domestic market have
enhanced Indias trade and investment in services. Indias share of
services exports in the world exports of services, which increased from 0.6

per cent in 1990 to 1.0 in 2000 and further to 3.3 per cent in 2011, has
been increasing faster than the share of merchandise exports in world
exports. FDI in services has also grown over the past decade, in part
reflecting the liberalization of many erstwhile government monopoly
services such as telecommunications, banking, and insurance during the
1990s. Services today account for around 50 per cent of Indias total FDI
flows.Presently, the services sector holds a place of prominence in the
share of GSDP estimates in the economy of Assam. The state economy
has witnessed a picturesque change over the periods as the primary
sector witnessed a shift to services sector and the services sector has
flourished very rapidly in the States economy. Even though, trade
liberalization in services sector has become an exhaustive story in so far
as Indian economy is concerned, but trade liberalization in services sector
is yet to be realized in the states of North-Eastern India. Comprehensive
research on the issues of exports in services remained outside the ambit
of regional or national research. Although, there is no exports in services
sector happening from the state of Assam, but Assam has tremendous
potential in the services sector a, which can act as a catalytic agent in
transforming the region into an economic power. It is also considered that
Assam has tremendous potential for attracting Foreign Direct Investment
(FDI) in this sector. Although services sector has tremendous potential to
generate investments through exports in the state, but it has still not
been turned into a reality. To study the scope of Exports and Investment in
services sector in Assam, the Higher Education Sector is taken into
account and a primary study is done on this sector. To understand and
analyse the scope of exports in Higher Education sector, a total of 10
universities from around the state have been taken into account to study
whether exports is taking place in this sector and in which mode of
delivery of services, cross-border trade is happening.
WMC049
Employee Voice And Organizational Learning
K V Gopakumar, Indian Institute of Management Bangalore
ABSTRACT
This conceptual paper attempts to enhance our current understanding of
the relationship between organizational learning and employee voice. Past
studies have identified a positive relation between voice and learning.
Current work provides further nuance to this understanding by suggesting
how different types of voices are beneficial for different types of learning.
Challenging voice is argued to be more suitable for exploratory learning in
an organization whereas supportive voice is identified to be more suited
for exploitative learning.

WMC090
Stress and Emotional Mangement in The Light of Indian Wisdom
Ajit Dubey, The Oxford College of Engineering
ABSTRACT
Stress management has been one of the focal points in the field of
psychology as well as
human resource management where emotional intelligence and
emotional management are emerging areas. Stresses are caused by both
physical and emotional factors. Stress and emotional management both
have much to do with attitudes, motivation and behaviour. While covering
these aspects, the paper will analyse the factors responsible for stress
and role of psychic propensities in emotional and stress management. The
India classics like the Vedas, the Upanishads, the Gita, etc. throw too
much light, though in scattered form, on emotional management.
WMC102
Political Processes and Individual Stress in the Context of
Organizational Change
Nidhi Mishra, Indian Institute of Management Ahmedabad
ABSTRACT
The current paper examines the relationship between political processes
and individual stress in the context of organizational change. The paper
proposes that three classes of moderating variables, process factors,
contextual factors and individual traits, moderate the effect of political
processes on individual stress. Process factors consist of perceptions of
justice, change fairness and participation in the change process and
contextual factors consist of change characteristics like frequency, impact
and planning of change, extent and scope of change and work/job context
like trust in top management, history of change, perception of fairness,
perception of equity, work relationships, locus of control, accountability,
employee felt obligation, job ambiguity, etc. The paper also explores the
mechanisms that explain the proposed relationship. It is hypothesized
that individual stress mediates the effect of political processes on the job
and organizational outcomes like turnover intention, organization
citizenship behavior (OCB), commitment, job satisfaction, etc.

WMC116
A Study of Motivational Factors of Women Entrepreneurs and
their Success
Sukhjeet Kaur Matharu, PIMR
Ravi Changle, PIMR
Arnav Chowdhury, PIMR
ABSTRACT
Woman constitutes the family, which leads to society and Nation. Social
and economic development of women is necessary for overall economic
development of any society or a country. Entrepreneurship is the state of
mind which every woman has in her but has not been capitalized in India
in way in which it should be. Due to change in environment, now people
are more comfortable to accept leading role of women in our society,
though there are some exceptions. Our increasing dependency on service
sector has created many entrepreneurial opportunities especially for
women where they can excel their skills with maintaining balance in their
life. Purpose of this empirical study is to find out motivational factors for
women entrepreneurship and their impact on the success of women
entrepreneurs. Primary data was collected from 200 women
entrepreneurs with the help of self designed questionnaire. The study
identified factors like ambition, supportive, professional competence,
confidence, affluence, independence, responsive and work environment
are the important entrepreneurial motivational factors. The study also
concludes that factors of entrepreneurial motivation like ambition and
supportive environment have significant impact on entrepreneurial
success.
WMC123
Emerging Field and Theorization of Competing Logic
Sushanta Sarma, TAPMI
ABSTRACT
Organizations are increasingly facing conflicting demands from their
institutional environment composed of multiple institutional logics.
Submission to prescriptions of these logics poses danger of deficit in
legitimacy for organizations. Emerging organizational field adds more
complexity to adoption of conflicting logics because of lack of any

commonly shared norms and values. Prior work highlights the role of
theorization in seeking legitimacy in the face of competing demands. This
paper makes a specific contribution by focusing on theorization strategies
in managing conflicting logics in an emerging field. We identify and
explain probable strategies which organizations may follow in an
emerging field.
WMC151
Customer Based Brand Equity
Sangeeta Arora, GURU NANAK DEV UNIVERSITY
Neha Chaudhary, GURU NANAK DEV UNIVERSITY
ABSTRACT
Branding has been immensely important for service based organizations;
for services are identical and difficult to differentiate. Many service
organizations such as banking, telecommunication, airlines, and hotels
are facing competition and it is important for the service providers to
establish a strong brand (Kim and Kim, 2005).In the recent scenario,
banks and financial institutions are facing intense competition and are
opting to establish strong brands. Therefore, Brand building is a major
challenge for banks. The objective of the present study is to develop a
model of customer based brand equity and to verify whether the CBBE
vary across bank types. The sampling frame constitutes of 574 customers
from Top 10 banks listed by Brand Finance, a leading brand valuation
agency. Five banks were selected on the basis of highest brand values
reported in Brand Finance Banking 500, (2013) from Public and Private
sector. The statistical techniques used for the analysis are Exploratory
Factor analysis, Confirmatory factor analysis and Independent Sample T
test. Exploratory factor analyses were conducted on 56 variables and 11
factors were extracted. Confirmatory factor Analysis provides a
satisfactory fit of the model. The results of Independent sample t test
showed significant differences in the perceptions of customers of public
and private banks with respect to customer based brand equity. This
study provides new insights for marketing managers as well as bank
managers in order to study complex decision making i.e. brand building.
WMC159
The Dynamics of Client-Consultant Relationship: A Review of
Critical Factors that Enhance the Effectiveness of the Relationship
Agrata Pandey, Indian Institute of Management Indore
Ranjeet Nambudiri, Indian Institute of Management Indore
ABSTRACT
The paper reviews the body of knowledge concerning the client consultant
relationship and investigates its dynamics by analyzing various issues

related to it. It identifies the dimensions of the client-consultant

association in order to shed further light on the ways in which this
relationship may be improved or enhanced. The paper proposes a
framework consisting of the factors that lead to effective client-consultant
relationship which further leads to successful implementation of
organisation development intervention. Several pitfalls in the clientconsultant relationship are also discussed in this paper.

WMC166
Competitiveness through Successful Strategic Changes
Sonali Sandipta Sahoo, IIT KHARAGPUR
Kailash B L Srivastava, IIT KHARAGPUR
ABSTRACT
For long-run sustenance, achieving core competence and being
competitive has become the thumb rule for organizations. In order to
achieve competitive advantage, firms offering products and services need
to adapt to the changes happening in the external environment and bring
strategic changes to succeed. The strategic changes can be related to
culture, process, people or structure change or a permutation and
combination of these factors. The present study attempts to evaluate
competitiveness through successful strategic changes in Indian
organizations from employees perspective. The study was conducted
using mixed method research comprising semi-structured interviews,
modified balance scorecard, and financial indicators in 16 services and
manufacturing organizations. The results indicated that similar process
was followed for successful change management by service and
manufacturing organizations. It was also found that successful change
management measured in terms of financial, business process and
employee development has resulted in enhanced sales turnover and
growth leading to competitiveness. It has implications for the
organizations and top management that managing strategic change by
adopting the appropriate change process would help them achieve growth
and competitiveness. Top management should develop innovative
initiatives for accomplishing employee objectives which is of utmost
importance to the organizations.
WMC172
An Evaluation of Source Credibility Model in Celebrity
Endorsement Context
Johney Johnson, School of Management and Business Studies
Tijo Thomas, School of Management and Business Studies
ABSTRACT
Source credibility refers to person positive characteristics that affect the
receiver's acceptance of a message. In communication studies this
characteristics are considered as an important factor in creating

persuasion. Many scholars have explained cognitive response theory and

social influence process theory as the underlining theory of celebrity
credibility model?s effectiveness. Celebrity endorsement is a type of
advertisement through which a celebrity certifies the brand?s claim and
position by extending his/her personality, popularity and status in the
society or expertise in the field to the brand (Ogunsiji, A. Sola 2012). The
celebrity endorsement is a prominent marketing tool used by the
advertisers around the world. There are many studies which has
evaluated the influence of source credibility in a celebrity endorsement
context. This paper examine the literatures in the field of celebrity
endorsement evaluating the economic benefit of celebrity endorsement,
celebrity and celebrity endorsement, multi celebrity endorsement, source
credibility model and theories explaining its effectiveness. The study also
evaluates cognitive response theory and social influence process as the
underlining theory behind the source credibility model.
WMC184
Drain Theory Revisited: Its Causes and Consequences
Brijesh Mishra, IIM, Indore
ABSTRACT
This paper traces the various causes of the drain theory conceptualized
by the Indian nationalists and tries to study their consequences. In this
endeavor, the British economic policies have been evaluated in detail to
know whether there really was a drain taking place, and if yes, then to
what extent. It was found that even as significant drain of wealth was
carried out by the British colonizers, the nationalists exaggerated the
effects of the drain; hence a critique of the drain has also been presented
in the paper. Lastly, some comments have also been made by looking the
drain theory in the backdrop of the theory of unequal exchange?.

WMC195
Customer Attrition in Telecom: Peeping through Data
Suhel Ahmad, AMITY UNIVERSITY UTTAR PRADESH
Naseem Khan, Erweka India Pvt. Ltd., Ahmedabad
ABSTRACT
Telecom service providers across the globe are facing challenging
environment to combat with customer churn (attrition) resulting into

revenue decline. Customers often feel negative experiences of the

services availed to them. These may be high call rates, call drop, network
congestion, network coverage and voice quality etc. Service providers are
not aware and often unreactive to it (they do not have insight) until a
subscriber reaches to customer service center. Often there is a significant
delay between some responses maybe service upgrade, an apology or
discount and customers response (may be churn). Service providers lack
in an actionable intelligence and timely response system from network to
subscriber. Lack in timely insight and delayed response directly results
into loss of revenue and opportunity both. The key challenge is how to
make customers loyal so that customer lifetime and customer lifetime
value is maximized.
For calling cards and prepaid customers, attrition simply means loss of
revenue opportunity. A post-paid subscribers attrition is theoretically
more dangerous. Such customers usually carry a significant unpaid bill
with them. Recovering dues involves additional cost and in majority of
cases results into write offs. Minimizing loss through an intelligent system,
which can identify potential churners, and automatically lowering their
credit limit or involuntary stoppage/cancellation of services can reduce
loss due to default. In addition, an enhanced customer experience and
improved service opportunity can be devised for loyal and profitable
customer segment.
WMC207
Coopetition on Rugged Landscape: Locating the Role of Creative
Search Routines
Malay Biswas, Indian Institute of Management Rohtak
ABSTRACT
Using prospect theory, threat-rigidity hypothesis, and behavioral theory of
the firm, we explain the emergence of coopetition in a diverse resource
constrained environment and as to how firms attempt to overcome
diverse resource constraints by launching creative search routines to
manage coopetition. Based on a sample of 6250 manufacturing firms from
European countries, we find that diverse genre of resource constraints i.e.
financial resource constraints, market constraints and knowledge
constraints share concave relationships with coopetition. Having affected
by resource constraints, firms deploy a number of organizational
responses as countermeasures. In this study, we construe creative search
routines as one of such organizational response, and examine its
relationship with coopetition. We find that launching creative search
routines while facing resource constraints is also value accretive on
coopetition. Our study makes a strong case for viewing certain degree of

resource constraints as an opportunity for building coopetitive relationship

with the competition.
WMC232
Excess Managerial Remuneration and Future Company
Performance:
A Dynamic Panel Study
Lakhwinder Singh Kang, Guru Nanak Dev University
Payal Nanda, Guru Nanak Dev University
ABSTRACT
The present study examines the impact of excess managerial
remuneration related with governance and ownership characteristics on
future company performance in a sample of 134 listed companies in India
from 2003 to 2012. A dynamic panel system Generalized Method of
Moments (GMM) has been applied and the results reveal that excess
remuneration has no significant impact on future company performance.
It implies that ownership and governance variables act as proxies of some
omitted determinants of the directors equilibrium remuneration, rather
than reflecting the effectiveness of the companys governance structure.
WMC241
Psychological Capital in Relation with Organizational
Virtuousness and Performance:
Paradigm for the Next Decade
Shubha Dubey, BITS, Pilani
Sarvesh Satija, BITS, Pilani
ABSTRACT
With the ever increasing competition, the human capital, being
inimitable takes a center-stage in helping organizations achieve
competitive advantage in the market. In such times, recruiting,
developing, and sustaining the employees becomes a difficult task.
Virtuousness in organizations provides a healthy and positive environment
to the employees. The virtuous organization gives its employees
autonomy and holds them responsible for their actions, it allows them to
be creative, and encourage them to take initiatives. The same effect is
observed when employees exhibit a higher level of psychological capital,
positive and developmental state of an individual. Psychological capital,
being state-like in nature is easily develop-able and manageable, and
thus, can be integrated into an organizations talent development
programs. Thus, there seems an intense need to find a relationship

between these two positive variables in the organizational context i.e.

organizational virtuousness and PsyCap, and also see how the two
variables in a symbiotic relationship lead to further enhancement of
employee performance. The present paper is an attempt to throw light on
this in the context of review of literature pertaining to the areas of
'positive organizational behavior' and 'positive organizational scholarship',
identify gaps in the research literature and propose a research paradigm
for the next decade.
WMC253
Does Institutional Quality Foster Financial Development: Case of
India
Rima Mondal, Indian Institute of Management Indore
ABSTRACT
This study focuses on the role of governance/ institutional quality on
development of financial institutions and intermediaries. Policy decisions
undertaken by government is largely influenced by quality of institutions.
Contrary to trade theory, financial repression policies have facilitated
development of financial institutions in India by implementing phase wise
liberalization of financial and banking sectors. But time series analysis of
institutional quality and financial development indicator show that private
sector is able to access credit through corrupt measures. Most of private
sector is deprived of credit due to prominence of bureaucracy. Savings is
not getting translated into investments of private sector which is evident
from a significant negative relation between the two. This may be
because savings are channelized towards public sector.

WMC268
Whether Indian Firms Experience The Process Of Financialization?
An Empirical Analysis
Sushrut Risbud, IIM Calcutta
Sushil Khanna, IIM Calcutta
ABSTRACT
Various researchers study phenomenon of financialization. Evidences are
found in the case of US, Brazil, and few other countries. In this paper after
reviewing currently available literature, we analyze various indicators in
the context of India. We use indicators from firm level data as well as

indicators from the macroeconomic environment. It appears that currently

there are no strong evidences suggesting financialization in the Indian
context. However, the economic environment seems conducive towards
possible financialization in future.

WMC275
Towards an Integrated Model of the Adoption of Analytics in
Organizations
Vamsi Vallurupall, IIM Calcutta
ABSTRACT
Analytics is becoming increasingly popular among the academics and
practitioners. While the strategic significance of analytics has been well
understood, much less work has been done to understand the diffusion of
analytics in organizations. This study is intended to partially address the
gap. Based on a review of existing literature from Information Systems,
Organization Behavior and Innovation Theory, a set of factors, likely to
impact the adoption of analytics in organizations has been identified and
a conceptual model proposed. A methodology has been suggested to
empirically test the propositions.

WMC278
Diamond Model of Competitive Advantage of the Firm: A
Multitheoretical Perspective
Sandeep Sivakumar, Indian Institute of Management Kozhikode
Sreevas Sahasranamam, Indian Institute of Management Kozhikode
ABSTRACT
Firm heterogeneity and competitive advantage has always been a line of
inquiry for strategic management researchers. The various theoretical
perspectives explicating the phenomenon like resource based view,
dynamic capabilities, network view and market view are largely
fragmented and lacks integration. This paper aspires to synthesize and
integrate these existing theoretical perspectives on competitive
advantage and proposes a conceptual model of competitive advantage of
the firm.
WMC280
Sustaining Competitiveness - How Emerging Economy Firms Plug
in
Resource Gap-A Business Model Approach
Nivisha Singh, IIM Indore
ABSTRACT
Liberalization opened emerging economies markets for other developed
and emerging economies. This on one hand helped emerging economy
firms (EEFs) to gain from knowledge and experience of developed firms
and on other hand increased competition at domestic level. Thus, various
EEFs started going for internationalization to plug in resource gap. EEFs
try to plug in resource gap through networks, innovation, resource based
view and acquisition. Though each of these factors has been discussed
individually in various papers by different scholars but this is one of the
first attempts to discuss all four factors together. I have tried to explain
the logic of growth of an EEF through business model approach and how
EEFs achieve sustainable competitiveness through these paths.
WMC289
Coded Leadership In the Growing Information Economy
Abhishek Singhal, IILM Institute for Higher Education

ABSTRACT
This paper focuses on the paradigm shift that our information economy is
witnessing from generic leadership to electronic leadership in a disruptive,
holistic, fast changing and turbulent business environment consisting of
algorithms, programs and codes, to track user movement over the digital
platform. The organizations need not to choose one best way to lead in
order to gain the momentum over its competitors. In the digital age, the
organizations have started tracking user over web, his movements, his
browsing information pertaining to his likings and dislikings are been
used by the leaders in order to strategize and the greatest digital minds
are providing support to these organizational leaders for strategizing and
flooding user with choices based on his likings.Moreover the future
leadership will get more and more personalized and advanced with a
conglomerate blend of cutting edge technology, leadership and strategy
within the existing paraphernalia. This paper suggests a new leadership
model that is the coded model, wherein the leadership gets more and
more personalized based on the codes that traps user movements and his
behavior over the web.

WMC290
Role Of Project Owner in E-Government Project Sustainability
Ambuj Anand, IIM Calcutta
ABSTRACT
Extensive investment in e-Government projects demands sufficient
attention to the issue of their sustainability. Amongst the many factors
that influence project sustainability, the role of a project owner is critical.
This is because a project owner plays an important leadership role. Within
this context, this study examines the role of a project owner in ensuring
performance sustainability of an e-Government project. This study
employs case study as the research strategy to theorize the role of project
ownership in e-Government project sustainability. Using a single-case
embedded design, Jhansi Jan Suvidha Kendra (JJSK) has been explored to
discuss the role of a project owner.
Various important roles of a project owner have been identified and the
importance of project owner continuity has been highlighted. This is found
to be more important in the initial phases of an e-Government project,
i.e., during conceptualization and implementation. The analysis also
indicates the importance of the project owner's contribution in the

institutionalization of an e-Government project. Involving citizens in

project conceptualization and implementation, empowering citizens to
monitor project performance and incentivising key stakeholders have
been identified as three key mechanisms in aiding institutionalization and
hence, enhancing sustainability of e-Government projects.

WMC298
An Exploratory Study Of Financial Inclusion, Financial Literacy
and Savings Mobilization
In Two Upper Assam Districts of North East India
Suman Sarmah, GCC CENTRE OF MANAGEMENT STUDIES, GAUHATI
COMMERCE COLLEGE
ABSTRACT
Development of economy cannot be made in seclusion. Economic
development can only be accelerated with the inclusion of all segments of
population within the range of financial services, especially the
economically weaker sections of the society and the rural people. The
Government and the Reserve Bank of India have taken several proposals
to bring the underprivileged and weaker sections of the society within the
banking fold, which have had a positive impact. However, the magnitude
of the problem is enormous and still a sizeable portion of the rural and
urban low income population has very little access to financial services
and also being deprived from various economic packages declared by the
government from time and again. In the Indian context, financial inclusion
has been described as the provision of affordable financial services, viz.,
access to payments and remittance facilities, savings, loans and
insurance services by the formal financial system to those who are
excluded and deprived from such benefits. The present study attempts to
establish a relationship between financial literacy and saving mobilisation
with respect to achieving financial inclusion among the sample
population. Keeping in mind the aforesaid theme, the author have made
an academic exercise and this paper is the outcome of the same.
WMC299
An Exploratory Study among Prospective Entrepreneurs in
Dibrugarh and Tinsukia Districts of Upper Assam (India)
Suman Sarmah, GCC CENTRE OF MANAGEMENT STUDIES, GAUHATI
COMMERCE COLLEGE
ABSTRACT
Entrepreneurship may be a significant choice among people to deal with
the constantly growing unemployment situation particularly in the North
Eastern Region of India. This calls for a detailed focus on the major
reasons that may influence people to opt for an entrepreneurial living. So,

this study has been attempted to identify such reasons for

entrepreneurship in the Dibrugarh and Tinsukia districts of Upper Assam.
Primary data was collected through a survey of 300 respondents who are
prospective entrepreneurs in these districts. The study discovered that
personal development and being independent are found to be the most
important reasons for taking up an entrepreneurial career among most of
the respondents irrespective of their educational qualification, place of
residence, marital status, gender and age. Still, other reasons like
achievement of recognition in society, and better flexibility to look after
family responsibilities may be also important in this regard. These may be
accentuated in any self employment generation schemes among local
people on the part of the Government or other agencies in these districts
in the near future.
WMC311
Assessing Brand Trust Associated with Online Shopping Among
Metropolitans
Neha Soni, Rungta College of Engineering & Technology, Bhilai,
Chhattisgarh, India,
Sushil Punwatkar, Rungta College of Engineering & Technology, Bhilai,
Chhattisgarh, India,
Manoj Verghese, Rungta College of Engineering & Technology, Bhilai,
Chhattisgarh, India,
ABSTRACT
Technological advancement, electronic commerce and electronic
marketing have changed the shopping behavior of consumers, switching
from regular to online shopping. Due to global reach of the internet,
consumers can now buy goods and services with a wide range of
categories, anytime, anywhere and get it delivered at any location. This
study empirically investigates the factors influencing online brand trust,
w.r.t. online service of Print Bindaas. Security/Privacy, Perceived Risk,
Brand Reputation, Word-of-Mouth Publicity, Quality of Information and
Shopping Experiences are some of the factors that affects online brand
trust. A survey of 250 customers was conducted through structured
questionnaire; validity and reliability tests and (causality analysis)
multiple regression analysis had been conducted. The results show that all
the considered factors have positive influence on online brand trust.
(Security or privacy, brand name, word-of-mouth, good online experience
and quality of information). This study enlightens marketers in planning
their marketing strategies and sustained confidence of the
consumers towards online shopping.
WMC336

Management of Fraud: A Case Of Indian Insurance Sector

Sunita Mall, Narsee Monjee Institute of Management Studies University
Parita Shah, Future Generali India Insurance Company
Prasun Ghosh, L&T Infotech
ABSTRACT
Frauds in insurance are typically where a fraudster tries to gain undue
benefit from the insurance contract by ignorance or wilful manipulation.
The study aims to determine whether a particular incoming claim in future
should be accepted or rejected. Using the claims data (back end) in motor
insurance obtained from the company for the period of 2007-2014, this
study focuses on studying the pattern exhibited by those claims which
have been rejected and accepted as well. The prime motive of the study
is to identify the important or the significant triggers of fraud and to
develop an algorithm using these significant triggers. This study makes
use of statistical techniques like logistic regression & CHAID (Chi Square
Automatic Interaction Detection Technique) to determine the probability of
rejection & acceptance of each claim coming in future. Data mining
techniques like decision tree and confusion matrix are used on the
important parameters to find all possible combinations of these significant
variables and the bucket for each combination.
This study finds that variables like Seats/Tonnage, NCB, Type of Vehicle,
GWP, SI, DL, State Similarity and Previous Insurer are found to be
significant at 1% level of significance, the variables like Branch Code and
Risk Types are found to be significant at 5% level of significance. It is
observed, that the probability a claim with a particular combination of
Branch code, TP Flag, State Similarity, GWP and Reporting Delay is very
much likely to be a fraudulent claim whereas the probability that a claim
with a specific combination of Branch code, Type of vehicle,
Seats/Tonnage, Branch Code and Previous Insurer is very much likely to be
a non-fraudulent claim. The Gain chart depicts that our model is a fairly
good model.
The implications of this study are, the model built will help the insurance
company in settling the legitimate claims within less time and less cost
and help identifying the fraudulent claims.

WMC367
Recent Developments In Low Cost Carrier Research: A Review
Of Top Air Transport Journals

Manish Yadav, University of Petroleum & energy Studies

Tarun Dhingra, University of Petroleum & Energy Studies
ABSTRACT
Recent trends in the Low Cost Carrier (LCC) literature is reviewed in this
study from 2005-2015.On the basis of systematic review,169 articles
located in 20 top air transport journals are categorized into 9 distinct
topics/major themes: (1) Airline Strategy; (2) Airline Business Model; (3)
Airline Economics; (4) Airline Performance; (5) Airline Market Structure; (6)
Airline Operations; (7) Airline Sales & Marketing ; (8) Airline Service
Quality; (9) Airline & Airport Relationship. All themes are reviewed & their
intra linkages are presented in the study. Concluding thoughts concerns
the regional contribution of LCC research, the pervasiveness of LCC, level
of analysis, and futuristic research scope in the field of low cost carrier
(LCC).
WMC394
Multiple Psychological Contract and Diversity In VUCA Times: A
Conceptual Framework Based on an Exploratory Study
Jyoti Pant, Prin. L.N.Welingkar Institute of Management Development and
Research
Vijaya V, Indian Institute of Management (IIM) Trichy
ABSTRACT
Diversity Management in India is taking ground due to business benefits
of a diverse workforce. The advantage of promoting diversity has been
established in literature. However to leverage the power of a diverse
workforce, managers today need to manage a diverse workforce in a
deeper manner. When organizations make an honest attempt to
understand theexpectations of minority-represented employees who are
women, differently-abled and culturally diverse employees they view their
organization favourably and supporting diversity. This paper proposes a
conceptual model based on established literature and the gaps, supported
with findings of an exploratory study to understand the important
workplace expectations of minority employees. Our exploratory research
has shown that expectations related to compensation and benefits, career
growth and development, work environment and culture, job related
expectations, expectations from management and the boss and lastly
flexibility at work and work life balance are important to youngsters today.
The model proposes that employee diversity creates different
expectations and multiple psychological contracts in the organizations. It
aims to measure the fulfillment of these expectations and its impact on

the job performance of employees and their retention.

Purpose: The proposed conceptual framework when tested and proven
can increase the understanding of psychological contract in a diverse
workforce including women, physically disabled and those from different
geographical locale.From a people management perspective it can build a
healthy employee-employer relationshipand a positive climate in
organizations in VUCA times.
Originality and contribution: Until now most organizations in India focused
on diversity as a response to a discrimination case. The paper proposes a
model, if proven, argues for effective and sustainable management of
employer-employee relationship taking cognizance of the heterogeneity of
employee expectations in the psychological contract. It will contributeto
the literature on under-researched areas of diversity management and
psychological contract in India.

WMC406
Bridging The Gap Incurred as a Result of Communication in
Multicultural Organizations:
A Review of Multicultural Communication in Multicultural
Organization
Anchal Luthra, SRM University
Kavita Dahiya, SRM University
ABSTRACT
As the result of globalization the world is getting closer day-by-day and
transforming into universal community. The organizations are in
progressive state and converting into a hub of culturally varied
individuals. This diversity is good as it brings significant perspective like
innovative thinking, improved judgement, inspiration, etc. But on the
other side, these cultural discrepancies also become the root cause of
clashes, encounters, intricate situations and communication collapse, etc.
Among all these issues, communication can be considered as one of the
biggest challenges of multicultural organizations as different area
employees speak different languages and unable to communicate
effectively. This ineffective communication leads to a state of confusion
and ambiguity among employees, partners and customers. Due to

unsuccessful projects, business partners and customers become

unsatisfied and organizations get converted into a dejected place. The
purpose of this paper is to know the how communication is acting as a
challenge in multicultural organizations. With the help of the existing
literature author has made an attempt to explore the various factors
which make communication a challenge to Multicultural organizations,
what all are the areas which may get affected due to dearth of productive
multi-cultural communication and suggestions to improve multicultural
communication.
WMC415
WhatS in the Name? Probably More than What Meets the Eye
Manu Prasad, IIM Trichy
Abhishek Totawar, IIM Trichy
Ranjeet Nambudiri, IIM Indore
ABSTRACT
Name dropping, studied in impression management literature, broadly as
a part of ingratiatory behaviors, has been defined as a tactic that asserts
social closeness between the individual who drops the names and whose
name is being dropped. In this work, we try to broaden the scope of this
definition by identifying other referents of name dropping. We (propose
to) study this behavior under different social contexts to analyse the
varied motivations of individuals for indulging in (such) behavior.
Conceptual models that detail the antecedents and desired consequences
of the behavior, under the different social contexts, in which it is
exhibited, are proposed; effects of the same on individual self and social
esteem are analysed.

WMC418
Envisioning India towards Next Decade through a Positive Lense
Priyanka Bhattacharya, Birla Institute of Science and Technology
Sarvesh Satija, Birla Institute of Science and Technology
Rajen K. Gupta, Management Development Institute, Gurgaon
ABSTRACT

The growth of Indian economy is conspicuous. As per PwC report World in

2050 (Fenson, 2015) Indian economy is forecast to expand even faster
than China after 2020 making it the leading economy by 2050. This
indicates that India is right now at the cusp of economic boom and thus it
will encounter enormous changes in all the sectors in the coming decade.
Worldwide it has been observed that such developments hamper the
physical and psychological wellbeing of the people involved due to
increased pressure and competition. Such issues have been addressed
well, in the west, with the emergence of the Positive Psychology
movement. This leads to a shift in the research paradigm with a focus
towards positivity and well being in various work contexts like healthcare,
education, farming and so on. Indian economy and its various facets too
will encounter such issues and trends thereafter in the next decade. With
this connotation in mind the present paper is an attempt to review such
positive practices in various context and how it can be turned into a
powerful tool in transforming India in the coming decade.
WMC448
Negotiating Identity in the Absence of Diversity Policy:
Experience of a transman in a Small Service Organisation
Animesh Bahadur, TAPMI
Kunal Kamal Kumar, TAPMI
ABSTRACT
The HR literature by and large looks at diversity as an issue to be
managed with due support of suitable policies and practices. While there
is reason to study the impact of conscious philosophy and action behind
the affirmative action, non-discrimination and special provisions in large
organisations, it is equally important to see how an organisation responds
to the challenge of diversity in the absence of any relevant management
policy or intervention. The need of such studies is more so in the case of
small and medium enterprises which due to the prevalent hiring practices,
end up employing a large proportion of representatives from marginal
groups. There is also limited documentation of the experience
transgender persons at work in India and how they negotiate their identity
in a largely trans-apathetic workplaces. Given the tendency to associate
transgender persons with hijras/aravanis in the Indian context, it is also
important
to
see
how
the
negotiation
of
identity
by
a
transman/transwoman asserts the male/female identity and deals with
the challenge of liminality. This paper endeavours to look at the process of
coming out of a transman who works in a small service company and has
dealt with the formation of his new identity at workplace in the absence of
any clear diversity policy. Based on insights from literature, the paper
argues that the individual agency combines with contextual factors to

structure the final (in this case positive) identity at workplace.

WMC457
The Concept of Bleak House: A Review of Its Genesis and its
Relevance in the Twenty-First Century
Bishakha Majumdar, IIM Indore
ABSTRACT
The paper reviews the origin and development of the concept of Bleak
House as epitomizing organizations devoid of the presence of an effective
labour union and of beneficial human resource management practices. An
overview is provided of the characteristics of Bleak House and various
theoretical frameworks that contributed to the concept. The relevance of
the concept of Bleak House in the present world is explored especially in
view of globalization, diversified workforces and dwindling support for
labour unions.

WMC460
Passengers Satisfaction Perceptions with Airline Service Quality
in Indian Domestic Aviation: Role of Relational Benefits
Roopak Gupta, IIM Indore
Ekta Sikarwar, IIM Indore
ABSTRACT
There has been a growing interest in research related to customer
satisfaction in the airline industry. Service Quality perceptions are vital for
firms to profitably operate. Customer satisfaction is regarded as an
umbrella concept where the service quality perception influences
customer's behavior. Prior literature is silent about relational benefits
effect on customer satisfaction, specially in the case of airlines. The
present paper contributes to the literature by identifying relational benefit
as a underlying mechanism for enhanced customer satisfaction. The study
in the context of India is relevant as none of the studies has studied this
concept for the benefit of airline.

WMC464
Self- Directed Work Teams A Double Edged Sword ?
P Padmavathy Dhillon, IIM CALCUTTA
P Shivram Dhillon, University Business School, Panjab University,
Chandigarh
ABSTRACT
Use of Self- Directed Work Teams has increased tremendously in the past
decade. This is attributed to the fact that these teams increases employee
commitment since they now feel more empowered by the higher
autonomy which is conferred upon them. But recently the researchers
have come up with studies demonstrating that Self-directed Work teams
might not be the best option for every situation. More careful analysis for
the effective functioning of SMWT is needed. The author summarizes past
work in this regard, provides her own analysis and proposes directions for
future research.

WMC479
How much Freedom Does One Need ?
P Padmavathy Dhillon, IIM CALCUTTA
P Shivram Dhillon, University Business School, Panjab University,
Chandigarh
ABSTRACT
In recent times, job autonomy has gained prominence since it leads to
increased job satisfaction and the well being of the employee in the
workplace. Apart from what can be done to increase autonomy and hence
engagement with work and greater identification with organizational
goals, the paper attempts to find out what research says on the impact of
increasing autonomy on employee productivity, innovation, and worker
morale. Besides this, it reviews various factors that drive and influence
autonomy like for e.g. How does, say, job autonomy in the health sector
differ from autonomy in the higher education sector. Finally we find the
limitations in the literature that can lead to future productive research in
this field.
WMC491
Individual: Bridge for Learning between Groups
Arvind Shatdal, Organizational Behavior and Human Resource
Management Group
School of Management and Entrepreneurship
Shiv Nadar University
ABSTRACT
Paper proposes that group structures can have a permanent position for a
temporary member to easily accommodate them. I would call the group
member filling this position in the group structure, bridge member.
Second, the bridge member is considered uniquely qualified for bringing
something unique to the group and shares the unique information s/he is
carrying with herself, this will help in broadening the knowledge base of
the group. Permanent position in the group structure establishes two
things, (i) The person is aware of the fact that s/he can be reassigned to
another group as bridge member, This will help in creating the mindset
where group members will be ready to accept the role of moving to other
groups and sharing the unique information they have with the other group
for the purposes of the new group that they have joined temporarily. And,
(ii) The permanent members are aware of the fact that a bridge member
may join their group, A permanent place for a temporary group member

in the structure will help the permanent members in realizing that a

bridge member may join the group to assist them in achieving their goals.