IITBS

TABLE OF CONTENTS

PP 1-33

DOI 10.17605/OSF.IO/PQYTN

Downward Product Line Extension of Luxury Perfume Brands Jeopardizes Its Scarcity and Exclusivity - A Paradox of Luxury Brands

Aishwarya Raj, Research Associate, Master of Business Administration, CHRIST (Deemed to be University), Bengaluru, Karnataka, India

ORCID iD: 0000-0002-9653-2268

Rukmani Singaram, Research Associate, Master of Business Administration, CHRIST (Deemed to be University), Bengaluru, Karnataka, India

ORCID iD: 0000-0002-9572-994X

Dr. Barkath Unissa, Assistant Professor of Marketing, School of Business and Management, CHRIST (Deemed to be University), Bengaluru, Karnataka, India

ORCID iD: 0000-0002-9837-7863

Dr. Rajashree Kamath, Assistant Professor, Economics and Quantitative Techniques Specialization, School of Business and Management, CHRIST (Deemed to be University), Bengaluru, Karnataka, India

ORCID iD: 0000-0001-8360-291X

PP 34-50

DOI 10.17605/OSF.IO/9QAK4

Agro-Industrial Revolution - Key to Sustainable Agriculture and Strong Economy

Dr. Harshavardha V. Gokhale, Retd. Dean and Legal Advisor, Bhujbal Knowledge City, Aadgaon, Nashik, Institute of Management, Nashik, Maharashtra, India

PP 51-65

DOI 10.17605/OSF.IO/NK5JM

Application of AI in Personalized Banking: An Overview Among Digital Consumers

N. Jannifer Rani, M.Phil Research Scholar, Department of Commerce, Madras Christian College, Chennai, Tamil Nadu, India.

ORCID iD: 0000-0002-0108-7799

Dr. Anli Suresh, Assistant Professor, Madras Christian College, Chennai, Tamil Nadu, India.

ORCID iD: 0000-0003-4610-3999

PP 66-85

DOI 10.17605/OSF.IO/E2BY3

Exploring Some Latent Factors’ Influences Embracing Students’ Preferences in Emerging Higher Education – A Concept paper on design & methodology using a SEM based Approach

Joydeb Bhattacharyya, Research Scholar, School of Management, Techno India University, Kolkata, West Bengal/ India

ORCID iD: 0000-0002-5607-7694

PP 86-112

DOI 10.17605/OSF.IO/BWYVS

From Global to Local: Timeline Study of Financial Inclusion Across Border

Manta Dey, HoD, Department of Management, Techno India University, Kolkata, West Bengal, India.

ORCID iD: 0000-0001-5028-3350

PP 113-134

DOI 10.17605/OSF.IO/AR65Y

A Study on Work Environment and its Impact on Employee Commitment

Monica Janet Clifford, Lecturer, Department of Commerce, Mount Carmel College, Autonomous, Bengaluru, Karnataka, India.

ORCID iD: 0000-0002-6710-3974

Getchcya Sonu, Lecturer, Department of Commerce, Mount Carmel College, Autonomous, Bengaluru, Karnataka, India

ORCID iD: 0000-0001-8695-5921

PP 135-179

DOI 10.17605/OSF.IO/M5XNY

Understanding the Behavioral Biases of Indian Investors – An Empirical Approach

Neethu Nair, Research Scholar, School of Business and Management, CHRIST (Deemed to be University), Bengaluru, Karnataka, India.

ORCID iD: 0000-0002-3742-7759

Nisha Shankar, Associate Professor, School of Business and Management, CHRIST (Deemed to be University), Bengaluru, Karnataka, India.

ORCID iD: 0000-0001-6761-7652

PP 180-201

DOI 10.17605/OSF.IO/J8YKS

Mapping the Micro Moments Behaviour of Consumers, to Leverage a Competitive Marketing Edge

Pavithra Shetty, Final Year Student, Bachelor of Business Administration Honours, CHRIST (Deemed to be University), Bengaluru, Karnataka, India.

ORCID iD: 0000-0003-1585-3949

Dr Fezeena Khadir, Assistant Professor, School of Business and Management, CHRIST (Deemed to be University), Bengaluru, Karnataka, India.

ORCID iD: 0000-0003-0311-4516

PP 202-226

DOI 10.17605/OSF.IO/9M856

I4.0 and Economic Policy - Lags and Laggards

Hemalatha Ramakrishnan, Associate Professor, School of Business and Management, CHRIST (Deemed to be University), Bengaluru, Karnataka, India.

ORCID iD: 0000-0001-6471-6364

PP 227-248

DOI 10.17605/OSF.IO/TB75Y

Green Training – A Diverse Mix to Business Sustainability

Dr. Remya Ravi, Assistant Professor, Department of Corporate Secretaryship, Ethiraj College for Women, Chennai, Tamil Nadu, India.

ORCID iD: 0000-0002-2461-9567

PP 249-271

DOI 10.17605/OSF.IO/HE2YM

Revenue Prediction Model for Paid and Unpaid Apps on Playstore

Sahitya Setu, GRC Technology Executive, MBA Business Analytics, CHRIST (Deemed to be University), Bengaluru, Karnataka, India.

ORCID iD: 0000-0003-3063-543X

PP 272-304

DOI 10.17605/OSF.IO/WJ9F8

Passenger Satisfaction Prediction on US Airline: Classification Method

Samridh Agarwal, Student, MBA Business Analytics, School of Business and Management, CHRIST (Deemed to be University), Bengaluru, Karnataka, India.

ORCID iD: 0000-0003-2032-9754

Nagendra BV, Assistant Professor, MBA Business Analytics, School of Business and Management, CHRIST (Deemed to be University), Bengaluru, Karnataka, India.

ORCID iD: 0000-0001-9099-0340

PP 305-326

DOI 10.17605/OSF.IO/G4VDW

A Study on The Impact of Macroeconomic Factors and Firm Characteristics on the Financial Performance of Selected Indian FMCG Firms

Sneha Cherukuri, Research Scholar, School of Business and Management, CHRIST (Deemed to be University), Bengaluru, Karnataka, India.

ORCID iD: 0000-0003-3723-5164

Nisha Shankar, Associate Professor, School of Business and Management, CHRIST (Deemed to be University), Bengaluru, Karnataka, India.

ORCID iD: 0000-0001-6761-7652

PP 327-341

DOI 10.17605/OSF.IO/2V3YC

A Study on the Impact of Work from Home option on the Emotional Quotient, Relationship Management, and Performance of IT Employees in Bangalore

Soumya S Nair, Research Scholar, CHRIST (Deemed to be University), Bengaluru, Karnataka, India.

Assistant Professor, Department of Commerce, Mount Carmel College, Autonomous, Bengaluru, Karnataka, India.

ORCID ID: 0000-0003-3801-286X

PP 342-360

DOI 10.17605/OSF.IO/9PC3E

Challenges and Opportunities in Indian Power Sector in COVID Times

Dr. Ajay Massand, Area Chair, and Assistant Professor, General Management, CMS Business School, Bengaluru, Karnataka, India.

ORCID iD: 0000-0002-3983-6732

Sudipta Boxi, MBA, CMS Business School, Jain (Deemed to be University), Bengaluru, Karnataka, India.

PP 361-379

DOI 10.17605/OSF.IO/DNRUS

The Spike in Sales: A conceptual study on Gray Market Sales on e-commerce Platforms

Thejaswini M C, Research Scholar, BGR campus, CHRIST (Deemed to be University), Bengaluru, Karnataka, India.

ORCID iD: 0000-0002-3414-1931

Dr. Fezeena Khadir, Assistant Professor, Business & Management, BGR Campus, CHRIST (Deemed to be University), Bengaluru, Karnataka, India.

PP 380-401

DOI 10.17605/OSF.IO/9CRB2

Strategic HR Management in Industry 4.0

Zeal Vora, Master of Commerce (International Finance), CHRIST (Deemed to be University), Bengaluru, Karnataka, India.

ORCID iD: 0000-0002-6387-2450

ABOUT THE EDITORS:

Dr. Ananda Das Gupta has long been associated with research in the areas of CSR, Human Values in Management, Corporate governance, Business Ethics and Responsible management. He was one of the Editors in Encyclopedia of Corporate Social Responsibility in four volumes published by Springer, Germany. He authored and edited many books on the areas mentioned above, published from Springer, Sage, Palgrave Macmillan etc. Recently he is in contract with Emerald Publishing Group, England and Taylor & Francis, oxford for writing two books on Responsible Business and Sustainable Management. Currently he is Professor, of OB & HR, at School of Business and Management, CHRIST (Deemed to be University).

Dr. Barkath Unissa completed her M.B.A in Marketing from Bharathiar University. Coimbatore, M.Phil. in Entrepreneurship from Madurai Kamaraj University. Madurai. And has a Doctoral degree in Marketing. She has 20 years of experience in academics. Her specialization is in Services marketing and Branding. She has served as Assistant professor in various institutions in Bangalore. Dr. Barkath has been awarded as the Best faculty by the School of Business and management Christ University. She has also published and presented many papers in national and international seminars and has won a Best paper award. Presently she is working as Assistant professor at the School of Business and Management CHRIST (Deemed to be University), Bengaluru, India.

Dr. Jeevananda S is presently working as an Associate Dean at School of Business and Management, CHRIST (Deemed to be University). He has over 24 years of industry and teaching experience. He has worked with telecom service provider and electronic industry for nearly thirteen years in corporate sales and strategies before joining SBM, Christ University in the year March 2009.

He has conducted Industry Interface workshops at various Management Institutions and, conducted Executive and Management Development Program at Power Systems Training Institute (Ministry of Power, Government of India); National Power Training Institute (Government of India); Buhler India Pvt Ltd; Government Administrative Officers Training Program at Fiscal Policy Institute (FPI) and so on.

He has published more than 25 articles at various National and International refereed Journals. His research interest is in the areas of retailing, service marketing, business to business marketing, CRM, consumer behavior, international trade. He received his M B A specialized in the area Marketing, Master of Foreign Trade (M F T) specialized in International Trade, M Phil in Management, and Ph. D in Management. He is an alumnus of MDP - IIM Ahmedabad.

Dr. Leena James is an Associate Professor at School of Business & Mgt, CHRIST (Deemed to be University), Completed her PhD from Bharthidasan University. She has done many major and minor Research Projects in CSR, Sustainability and Corporate Governance. She is an orator and a vivid researcher. She has organized many Conferences and FDPs at Christ University and given many keynote addresses in many research forums across the globe. She has published 70 plus research papers in various reputed national and international journals with impact factors. She has also authored two books first one is on ‘Corporate Governance’ and the second book on ‘Business Ethics’. She has membership in many professional bodies. Dr Leena is an Empaneled guide for PhD and MPhil for many universities and 7PhD Scholars completed PhD under her guidance and currently 6 scholars are pursuing PhD under her guidance. Life member of Indian Accounting Association and active Member of Academy of HRD (Asia Chapter), AHRD and Member, Institute of Directors, Bangalore Chapter, India. She is the Editorial Board Member of Asian research Consortium and International Journal of Research in Organizational Behavior and Human Resource Management.

Dr. S. Kumar Chandar MCA, MBA, MPhil, PhD., Currently working as an Associate Professor – School of Business & Management, CHRIST (Deemed to be University), Bangalore; having 20 years in wide variety of technical, managerial, and teaching roles. He has done MCA and MBA with Marketing specialization. He has done PhD in Computer Science (Artificial Intelligence in Finance). Previously he worked as a Management Consultant at Sandhata Technologies – Hyderabad, Assistant Professor in Sardar Vallabhbhai Patel International School of Textiles & Management, Ministry of Textiles, Government of India, and Assistant Professor in SCMS – Cochin. He has written numerous research articles and papers which were published in Scopus & Web of Science Indexed Journals. He has been Resource Person to handle specialized lecture in Refresher Course / Orientation Course at Academic Staff College, Bharadhiar University, Madurai Kamaraj University and been Visiting Faculty in Avinasilingam Deemed University and Parks Global Business School.

Dr. Sreedhara Raman is having Bachelor of Engineering from Kuvempu University, Post Graduate Diploma in Business Management from Indian Institute of Rural management, Jaipur, and Doctor of Philosophy from the University of Mysore. He has around 5 years of corporate experience during which he worked for Zenith Rubbers Limited and Falcon Tyres. He has around 18 years of teaching and research experience. Presently, he is working as Associate Professor at School of Business and Management, CHRIST (Deemed to be University) in Marketing Specialization, at the Central campus, Bangalore. His core areas of teaching and research are Sales Management, Distribution Management, and Marketing Research and Analytics. He has published research papers in Scopus indexed and UGC approved journals. He has also presented research papers in the International and National conferences.

Dr. Sunanda Vincent Jaiwant completed her M.B.A in Finance and Marketing from Nagpur University. She has a Doctoral degree in Marketing. She is a responsible faculty in Management with excellent communication skills demonstrated by 15 years of teaching experience as well as around 2 years in the industry. She is motivated, enthusiastic educator with a strong desire to foster a cohesive student learning atmosphere. She has a rich experience in the field of research and has published and presented around 50 Research Papers at various National & International level Conferences and Journals. She has also written many book chapters. Presently she is working as Assistant Professor at the School of Business and Management, CHRIST (Deemed to be University).