volume 17, issue 1, january-june 2019 · 2020. 8. 17. · marketing i.e. goal setting, audience...

Volume 17, Issue 1, January-June 2019

From the Editor

It is with much joy and anticipation that we present the January-June 2019 issue of our journal, Pragyaan:

Journal of Management (Prgyaaan:JOM). It continues to gain appreciation and accolades as it provides a

platform that stimulates and guides the intellectual quest of Management scholars and practitioners.

Pragyaan: JOM is a bi-annual, peer reviewed, open access Journal that brings to the readers high quality

research in Management that should help to address the challenges of 21st century. It is committed to rapid

dissemination of high quality research, and priority is given to the contributions that demonstrate practical

usefulness.

This issue of Pragyaan: JOM presents articles that deal withissues like locus of control and its impact on

leadership qualities, influence of trust and security risk on consumer intention towards adoption of Internet

banking, understanding the relationship between workplace deviance and social learning theory, perceived

success factors in green energy industry and Kuralonomics. This issue also includes two book reviews.

I am thankful to the authors for their scholarly contributions to the Journal. I express my gratitude to our panel

of referees for the time and thought invested by them into the papers and for giving us sufficient insights to

ensure quality of papers. Thanks to Dr. GautamSinha(VC), Dr. Gurdip Singh (Chancellor), the members of the

Editorial Board, and the members of the Board of Management for their constant guidance and support.

I would like to acknowledge the contribution of Associate Editors and all the faculty members of School of

Management for their contribution in preparing the reader friendly manuscript for the Press.

I invite national and international contributions from scholars, scientific community and industry practitioners

to ensure a continued success of the Journal.

I hope our readers find the contents, findings and suggestions contained in this issue of Pragyaan: JOM as

informative, stimulating, and of practical relevance. I welcome comments and suggestions for further

improvement in the quality of our Journal.

Dr. K Ajay SinghProfessor, School of ManagementIMS Unison University, Dehradun

Pragyaan: Journal of Management

CONTENTS

Volume 17, Issue 1, January-June 2019

1. Introduction Control belong to families which give lot of importance to values, efforts, responsibilities and education.

Locus of Control refers to belief of a person related to It is seen that most of the people who have external locus of certain positive or negative happenings in his / her life. It is control belong to low income group families, who have a generalized belief as to who controls the happening or very less control over their lives. Psychological researches non-happening of events. In other words, who is have shown that people with internal Locus of Control are responsible for happening of an event? Locus of control achievers, they are better placed with better paying jobs.classifies beliefs into two dimensions – internal control and

external control depending upon who or what influences Locus of Control plays an important role in an

happening of things. Internal control describes the belief organization. It determines the behavior of a person in an

that a person himself / herself is responsible for what organization which is dependent on his / her belief that his

happens to him / her or what is going to happen in future, / her promotion and recognition in the organization is

whereas external control describes the belief that whatever dependent on his / her own effort or is dependent on

happens is not in control of an individual himself rather, it powerful others and chance factor. Levenson has divided

has an external locus. It can be in the hands of powerful the concept of Locus of control in mainly two parts i.e.

others or chance factor. Conceptualization of Rotter stated External and Internal, in external there are again two parts

that Locus of Control is one dimensional (internal to i.e. Chance or luck and other external factors.

external) and Levenson’s model states that there are three Research undertaken in the Western world is brimful with independent dimensions: Internality, Chance and Powerful claims that internality (a psychological belief system of one Others. As per Levenson’s model, each one of these having control over aspects of one’s life and the dimensions can exist independently or can exist environment) is a trait which is in common amongst simultaneously. A person may have strong belief in himself successful leaders (Klein & Wasserstein-Warnet, 1999; / herself or may believe that future happening is Andrisani&Nestel, 1976; Fusilier, Ganster&Mayers, dependent on self-activities and simultaneously fate / 1987; Hollenbeck, Brief, Whitener & Pauli, 1988; Boone chance also plays a big role.et. Al. 2000).

Several instruments have been developed since time of The research explores the psychological factor of locus of introduction of Locus of Control for measuring it. People control of the Business Management Students. The results with high internal Locus of Control are found to be self-would be used to create self awareness amongst the contained, self-content and achievement oriented. They students and guiding students for desired changes in their are able to control and modify their behavior. They have outlook and helping them attain greater internal Locus of strong personalities and are able to influence people. They Control. Greater Internal Locus of Control in Business tend to be more optimistic as they believe in themselves. Management students would be instrumental in creating They are open to feedback and gather information and better and effective managers and leaders for tomorrow in knowledge willingly. Usually it is believed that face of the dynamically changing business environment.development of Locus of Control has its roots in family,

culture and experience. People with internal Locus of

Impact of Locus of Control on Leadership Qualities: An

empirical study of Business Management Students

*Dr. Reena Singh

ABSTRACT

The paper aims to study the Locus of Control of students pursuing Business Management Course and impact of Locus of Control on Leadership Qualities of the students. The results indicate that more number of students have external Locus of Control. The external Locus of Control is higher for Powerful Others as compared to Chance Control. The external Locus of Control is in medium range hence it indicates that the students are not overtly controlled by external factors. The regression analysis shows that Locus of Control has an impact on Leadership qualities of a student.

Key Words: Locus of Control, Development, Human Resource Development, Self-Assessment, Business Management Students

*Associate Professor, School of Management, Doon University, Dehradun

Research Papers/Articles1. Impact of Locus of Control on Leadership Qualities: An empirical study of Business

Management StudentsDr. Reena Singh

2. Influence of Trust and Security Risk on Consumer Intention towards Adoption of Internet Banking: A Study in Indian Metro Ms. Shagun Tyagi

3. Workplace Deviance and Social Learning Theory: An Understanding of its RelationshipMs. Swati Pathak

Short Articles:

4. Perception Study of Success Factors – Green Energy Sector of UttarakhandSavi Bahuguna

5. KuralonomicsDr. T Ranagarajan

Book Review: 6. After Tamarlane: The Rise and Fall of Global Empires 1400-2000

Mr. Jagdeep S. Kochar

7. Marketing 4.0: Moving from Traditional to DigitalMs. Yuvika Gupta, Dr. Kalyani Rangarajan

1"Pragyaan: Journal of Management" Volume 17: Issue 1, Jan-Jun 2019

Our ContributorsThe third section, ‘Tactical marketing’ looks at communication channels through mobile commerce, applications in the digital economy, discusses how brands “webrooming”, “showrooming” to drive the customers on are adopting human qualities to attract customers in the the purchasing path. This section also argues that digital era. It essentially highlights, what the authors call, ‘customer engagement tactics’ are necessary to be vital digital anthropology. Among different methods the when driving customers from act to advocacy .The most authors discuss social listening, netnography and popular tactics that can act as catalyst are Mobile Apps, emphatic research to effectively address the anxieties and Social CRM and Gamification.desires of humans. According to digital anthropology, the

The authors conclude the book by discussing the WOW marketer needs to understand that the brand should be

factor that differentiates a brand from its competitors. To physically attractive, intellectually compelling, socially

get this WOW effect the marketer needs to provide engaging, emotionally appealing, and demonstrating

Enjoyment to customers, good Experience and also the strong personability and morality to successfully engage

highest level of Engagement with customers is also the customer. Nowadays, most of the marketers need to

indispensable. This book does a very goodjob of renovate from advertisement to content marketing and

elucidating the shifts that have occurred in the marketing engagement marketing. It is essential for the marketer to

world from ‘Traditional Marketing’ to ‘Digital Marketing’. shift their mindset from conveying value-proposition

The main cause for this is the easy availability of Internet, messages to content which is valuable for the customers.

which leads to effective usage of technology and However, in developing success fu l content

connectivity among customers. They now have more and marketingmarketer needs to prepare proper pre-

more places to get information from and make a satisfiedproduction and post-distribution activities. Therefore,

Buying decision.authors has defined eight major steps of content marketing i.e. Goal setting, audience mapping, content The book explains that Marketing 4.0 is a marketing ideation and planning , content creation, content approach that combines bothtraditional and digital distribution, content amplification, content marketing marketing techniquesutilized byboth companies and evaluation and content marketing improvement. Further, customers. It will help companies and marketers to better the book discuss about omni-channel marketing and understand consumer behavior, strategic branding, and emphasize on combining both online and offline communication channels etc. in this digital era.

Marketing 4.0: Moving from Traditional to Digital

"Pragyaan: Journal of Management" Volume 17: Issue 1, Jan-Jun 201934

Mr. Jagdeep S. KocharIndependent consultant, AhmedabadMr Kochar is working on specific e Governance and ICT based projects with government and private companies. He has recently been an advisor to National e-Governance Division (NeGD) under Ministry of IT, GoI for the country’s e-Sign project.

Prof (Dr.) Kalyani Rangarajan Dean, School of Management, IMS Unison University, DehradunProf Kalyani Rangarajan is an avid researcher and academician. She has had a career of 34 years in banking, consulting and management education. Previously she has been a Director of the MBA Program at PESIT, Bangalore and Dean and Director of VIT Business Schools at Chennai and Vellore.

Dr. Reena Singh Associate Professor, Doon University, Dehradun.Dr. Reena Singh is currently working as an Associate Professor and Head of School of Social Sciences Doon University. She specializes in the area of Human Resource Management. She has teaching experience of 25 years. She is on the panel of number of Universities and is passionately involved in training and dissemination of Knowledge. She has to her credit 07 books in the area of Tourism Management and various publications in Journals of repute.

Ms. Savi BahugunaFaculty in Institute of Cooperative Management, DehradunSavi Bahuguna has an experience of 5+ years in the field of start-up enterprising management. Since 2014, she has been working with various start-ups and has developed start-up management as her competency. At present, she is pursuing her Ph.D. in management from IMS Unison University and working as a faculty in Institute of Cooperative Management, Dehradun. She has previously worked on ‘World Bank’ development projects such as ‘Agricultural Job Creation & Enterprise Development – South Sudan’. Savi has expertise in the following subjects- Rural Development, Corporate Strategy and Leadership, Marketing and Entrepreneur Development.

Ms. ShagunTyagiAssistant Professor, IMS Unison University, Dehradun.Ms Shagun is a Ph.D pursuant from Gurukula Kangri Vishwavidyalaya, Haridwar. Her area of interest is E-Services, Blockcha in, Halal Tourism and Social entrepreneurs.

Ms. Swati Pathak Independent ResearcherMs Swati Pathak is an independent academic researcher in the field of Human Resource Management. Previously, she worked with Invertis University and Rai University in capacity of Assistant Professor. Her research work is published in Scopus indexed journals of repute and has one Scopus indexed book to her credits. Her research interests are in the area of Organizational Behavior and Human Resource Management.

Dr. T. RangarajanKnowledge Consultant, BangaloreDr. T. Rangarajan is a B. Tech. in Electrical engineering from IIT, Madras and a doctorate from IIM, Ahmedabad specialising in Organisational Behaviour. Way back in 1972, he had set up his small scale unit M’s. Minipro at Bangalore for making electronic components for telephones and ran it successfully for eight years. After his doctorate he was involved in running a consulting firm Paramarsh, engaged in training programs, business counselling and research. He has been visiting faculty at IIM Kozhikode, and has been Dean and Director of quiet a few business schools in Karnataka, Andhra Pradesh, Maharashtra and Chennai.

Ms. Yuvika GuptaAssistant Professor, IMS Unison University, Dehradun.Ms Yuvika is UGC Net-JRF in Management. She is pursuing her PhD in the area of Digital Marketing from MJP Rohilkhand University, Bareilly. She has over 10 years of teaching and research experience. She adepts at working with students to successfully prepare them for personal and professional success in today’s world.

Guidelines for Contributors

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PRAGYAAN: Journal of Management

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Call for Papers for Pragyaan: Journal of Management

Pragyaan: Journal of Management (ISSN: 0974-5505), is a biannual refereed Journal of IMS Unison University, Dehradun published since 2008. The journal is listed in Ulrich’s International Periodicals Directory, USA. The journal is dedicated to develop, promote and coordinate theory, research, and practice in the areas of Management, in Indian as well as global context. It aims at bringing together the academicians as well as practicing managers.

Pragyaan: Journal of Management invites Original Articles, Commentaries, Case studies, Thematic Papers, Book Reviews from Scholars, Researchers and Business Professionals for the upcoming Volume 17, Issue 2, July-Dec., 2019.

The last date for submission for Volume 17, Issue 2 is 30th March, 2020.

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volume 17, issue 1, january-june 2019 · 2020. 8. 17. · marketing i.e. goal setting, audience...

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