VOLUME NO. 3 (2012), ISSUE NO.

6 (JUNE) ISSN 0976-2183

A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
Indexed & Listed at:
Ulrich's Periodicals Directory , ProQuest, U.S.A., EBSCO Publishing, U.S.A., Cabells Directories of Publishing Opportunities, U.S.A.
as well as inOpen J-Gage, India [link of the same is duly available at Inflibnet of University Grants Commission (U.G.C.)]
Registered & Listed at: Index Copernicus Publishers Panel, Poland
Circulated all over the world & Google has verified that scholars of more than 1388 Cities in 138 countries/territories are visiting our journal on regular basis.
round !loor" Buildin# $o% &'(&-)-&" Devi Bhawan Ba*ar" JAAD+RI , &-. ''-" /a0unana#ar" +aryana" I$DIA
www%i1rc0%or#%in
VOLUME NO. 3 (2012), ISSUE NO. 6 (JUNE) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
www%i1rc0%or#%in
ii
CONTENTS CONTENTS CONTENTS CONTENTS
Sr.
No.
TITLE & NAME OF THE AUTHOR (S)
Page No.
1%
INTANGIBLE VALUE ACCUMULATION IN CULTURAL AND CREATIVE INDUSTRIES
DR. SHULIEN CHANG
1
2%
STRATEGIES IN MANAGING BARRIERS TO CUSTOMER SATISFACTION
DR. ANTHONY .A. IJEWERE & EDITH .O.ODIA
8
3%
A STUDY ON CONSUMER ATTITUDE TOWARDS DEPARTMENTAL STORES IN COIMBATORE CITY, TAMILNADU
DR. J. GOPU & T. GIRIJA
15
4%
FACTORS DETERMINING CONSUMER PREFERENCES FOR BRAND ETENSIONS
DR. NANJUNDARAJ PREM ANAND
2!
5%
ENFORCING THE INTERNATIONAL FINANCIAL REPORTING STANDARDS WORLDWIDE
ENAHORO, JOHN & NDAYIZEYE GERVAIS
2"
#%
ASSESSING THE IMPACT OF THE GLOBAL FINANCIAL CRISIS ON AFRICAN MICROFINANCE INSTITUTION PERFORMANCE$ EMPIRICAL
EVIDENCE FROM EAST AFRICA
TILAHUN AEMIRO TEHULU
32
"%
SOME HIDDEN TRUTHS ABOUT MANAGEMENT OF WOR%PLACE ENVIRONMENT
MUHAMMAD RIZWAN, SYED USMAN ALI GILLANI, DIL JAN KHAN, FAWAD SABOOR & MUHAMMAD USMAN
3"
8%
INVESTORS& PERCEPTION IN MUTUAL FUND INVESTMENTS 'A STUDY IN SELECTED MUTUAL FUND ORGANI(ATIONS IN VISA%HAPATNAM)
B. MURALI KRISHNA, K. RAKESH & P.V.S. SIVA KUMAR
43
*%
GREEN FINANCIAL INITIATIVES + CURRENT TRENDS AND FUTUTURE OPPORTUNITIES
SWETA KUMARI, GAGANDEEP NAGRA, DR. R .GOPAL & DR. RENU VERMA
48
1!%
A STUDY ON EFFECT OF DEPRECIATION METHODS ON NET PROFIT OF BUSINESSES
DR. SURENDRA GOLE & ABHAY INGLE
52
11%
STRATEGIC HUMAN RESOURCE MANAGEMENT FOR HIGH PERFORMANCE ORGANI(ATIONS
AJIT KUMAR KAR
54
12%
THE MAR%ETING PROBLEMS OF CARDAMOM GROWERS IN TAMIL NADU AND %ERALA , A COMPARATIVE STUDY
P. SELVAMANI & DR. M. SYED ZAFAR
#!
13%
THE EMPIRICAL RELATIONSHIP BETWEEN TRADING VOLUME, RETURNS AND VOLATILITY
DR. BAL KRISHAN & DR. REKHA GUPTA
#*
14%
IMPACT OF EMPLOYEE SATISFACTION AND UNION + MANAGEMENT RELATION ON ENHANCED CUSTOMER SATISFACTION, REGRESSION
ANALYSIS -A STUDY OF ANDHRA PRADESH STATE ROAD TRANSPORT CORPORATION 'A.P.S.R.T.C)/
A. R. VIJAYA CHANDRAN & DR. V. M. PRASAD
"4
15%
MAR%ETING STRATEGIES IN HEALTHCARE
DR. SOMU.G
"#
1#%
MANAGEMENT OF TRANSLATION EPOSURE$ A COMPARATIVE ANALYSIS OF MNCS IN INDIA
DR. MANISHA GOEL
8!
1"%
DIFFERENT RELATIONSHIPS BETWEEN PERCEPTIONS OF DEVELOPMENTAL PERFORMANCE APPRAISAL AND WOR% PERFORMANCE
DR. VENKATESH. J, VIVEKANANDAN. K & BALAJI. D
8"
18%
A COMPARATIVE ASSESSMENT OF RURAL AND URBAN CONSUMERS& ATTITUDE TOWARDS THE PRACTICE OF MAR%ETING CONCEPTS BY
MAR%ETERS
DR. DEBASIS BHATTACHARYA & DIPAK SAHA
*1
1*%
RELEVANCE OF TPM IN INDIAN INDUSTRIES$ LITERATURE REVIEW
DR. A. K. GUPTA & NARENDER
*"
2!%
CAPITAL STRUCTURE ANALYSIS IN TATA STEEL LIMITED
DR. ASHA SHARMA
1!!
21%
AN ANALYTICAL STUDY ON EFFECTS OF CORPORATE GOVERNANCE DISCLOSURE TO FINANCIAL PERFORMANCE
PAYAL THAKAR, JAIMIN H. TRIVEDI & CHHAYA PRAJAPATI
1!8
22%
A STUDY OF IMPACT OF WOR%ING CAPITAL MANAGEMENT ON FIRM&S PERFORMANCE$ EVIDENCE FROM CEMENT INDUSTRY IN INDIA FOR
THE PERIOD 2!!",2!11
ZOHRA ZABEEN SABUNWALA
115
23%
INDUSTRIALISATION IN HIMACHAL PRADESH$ PROBLEMS, PROSPECTS AND ALTERNATIVE STRATEGIES 'A CASE STUDY OF %ANGRA
DISTRICT)
CHAMAN LAL
121
24%
INTERNAL BRANDING AS A MANAGEMENT STRATEGY$ A CASE OF ORGANI(ED RETAIL SECTOR
GIRISH MUDE, SWAPNIL UNDALE & VRUSHALI DAIGAVHANE
12#
25%
FINANCIAL REPORTING FRAMEWOR% FOR CARBON CREDIT ACCOUNTING
TULIKA SOOD
13!
2#%
A STUDY OF INFLUENCES ON CONSUMER PRE PURCHASE ATTITUDE
ANILKUMAR. N
133
2"%
CONSUMPTION PATTERN OF BUYERS OF BA%ERY PRODUCTS$ A STUDY CONDUCTED IN %ERALA
NEMAT SHEEREEN S
141
28%
GLOBAL FINANCIAL CRISIS , PERSPECTIVE 2!!" TO DATE & BEYOND 'LEADERSHIP OF INDIA&S FINANCIAL SYSTEM)
AMIT GUPTA
14#
2*%
PERFORMANCE APPRAISAL OF INDIAN BAN%ING SECTOR$ A COMPARATIVE STUDY OF SELECTED PUBLIC AND PRIVATE SECTOR BAN%S
SAHILA CHAUDHRY
155
3!%
A STUDY ON INTERACTIVE MEDIA&S INFLUENCE ON PURCHASE DECISION OF YOUTH
JATIN PANDEY
1#5
RE0UEST FOR FEEDBAC% 1"!
VOLUME NO. 3 (2012), ISSUE NO. 6 (JUNE) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
www%i1rc0%or#%in
iii
CHIEF PATRON CHIEF PATRON CHIEF PATRON CHIEF PATRON
PROF. %. %. AGGARWAL
)hancellor" 2in#aya3s 4niversity" Delhi
!ounder 5ice-)hancellor" uruobindSin#hIndraprastha4niversity" Delhi
67% Pro 5ice-)hancellor" uruJa0bheshwar4niversity" +isar

PATRON PATRON PATRON PATRON
SH. RAM BHAJAN AGGARWAL
67%State Minister for +o0e 8 9ouris0" overn0ent of +aryana
5ice-President" Dadri 6ducation Society" )har:hi Dadri
President" )hinar Synte7 2td% ;9e7tile Mills<" Bhiwani

CO CO CO CO- -- -ORDINATOR ORDINATOR ORDINATOR ORDINATOR
DR. SAMBHAV GARG
!aculty" M% M% Institute of Mana#e0ent" MaharishiMar:andeshwar4niversity" Mullana" A0bala" +aryana

ADVISORS ADVISORS ADVISORS ADVISORS
DR. PRIYA RANJAN TRIVEDI
)hancellor" 9he lobal Open 4niversity" $a#aland
PROF. M. S. SENAM RAJU
Director A% )% D%" School of Mana#e0ent Studies" I%%$%O%4%" $ew Delhi
PROF. M. N. SHARMA
)hair0an" M%B%A%" +aryana)olle#e of 9echnolo#y 8 Mana#e0ent" =aithal
PROF. S. L. MAHANDRU
Principal ;Retd%<" Mahara1aA#rasen)olle#e" Ja#adhri

EDITOR EDITOR EDITOR EDITOR
PROF. R. %. SHARMA
Professor" Bharti 5idyapeeth 4niversity Institute of Mana#e0ent 8 Research" $ew Delhi

CO CO CO CO- -- -EDITOR EDITOR EDITOR EDITOR
DR. BHAVET
!aculty" M% M% Institute of Mana#e0ent" MaharishiMar:andeshwar4niversity" Mullana" A0bala" +aryana

EDITORIAL ADVISORY BOARD EDITORIAL ADVISORY BOARD EDITORIAL ADVISORY BOARD EDITORIAL ADVISORY BOARD
DR. RAJESH MODI
!aculty" /anbuIndustrial)olle#e" =in#do0 of Saudi Arabia
PROF. SANJIV MITTAL
4niversitySchool of Mana#e0ent Studies" uruobindSin#hI% P% 4niversity" Delhi
PROF. ANIL %. SAINI
)hairperson ;)R)<" uruobindSin#hI% P% 4niversity" Delhi

VOLUME NO. 3 (2012), ISSUE NO. 6 (JUNE) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
www%i1rc0%or#%in
iv
DR. SAMBHAVNA
!aculty" I%I%9%M%" Delhi
DR. MOHENDER %UMAR GUPTA
Associate Professor" P%J%2%$%overn0ent)olle#e" !aridabad
DR. SHIVA%UMAR DEENE
Asst% Professor" Dept% of )o00erce" School of Business Studies" )entral 4niversity of =arnata:a" ulbar#a
MOHITA
!aculty" /a0una Institute of 6n#ineerin# 8 9echnolo#y" 5illa#e adholi" P% O% adhola" /a0unana#ar

ASSOCIATE EDITORS ASSOCIATE EDITORS ASSOCIATE EDITORS ASSOCIATE EDITORS
PROF. NAWAB ALI %HAN
Depart0ent of )o00erce" Ali#arh Musli0 4niversity" Ali#arh" 4%P%
PROF. ABHAY BANSAL
+ead" Depart0ent of Infor0ation 9echnolo#y" A0ity School of 6n#ineerin# 8 9echnolo#y" A0ity
4niversity" $oida
PROF. V. SELVAM
SS2" 5I9 4niversity" 5ellore
DR. N. SUNDARAM
Professor" 5I94niversity" 5ellore
DR. PARDEEP AHLAWAT
Reader" Institute of Mana#e0ent Studies 8 Research" MaharshiDayanand4niversity" Rohta:
S. TABASSUM SULTANA
Associate Professor" Depart0ent of Business Mana#e0ent" Matrusri Institute of P%% Studies" +yderabad

TECHNICAL ADVISOR TECHNICAL ADVISOR TECHNICAL ADVISOR TECHNICAL ADVISOR
AMITA
!aculty" overn0ent M% S%" Mohali
MOHITA
!aculty" /a0una Institute of 6n#ineerin# 8 9echnolo#y" 5illa#e adholi" P% O% adhola" /a0unana#ar

FINANCIAL ADVISORS FINANCIAL ADVISORS FINANCIAL ADVISORS FINANCIAL ADVISORS
DIC%IN GOYAL
Advocate 8 9a7 Adviser" Panch:ula
NEENA
Invest0ent )onsultant" )ha0ba#hat" Solan" +i0achal Pradesh

LEGAL ADVISORS LEGAL ADVISORS LEGAL ADVISORS LEGAL ADVISORS
JITENDER S. CHAHAL
Advocate" Pun1ab 8 +aryana +i#h )ourt" )handi#arh 4%9%
CHANDER BHUSHAN SHARMA
Advocate 8 )onsultant" District )ourts" /a0unana#ar at Ja#adhri

SUPERINTENDENT SUPERINTENDENT SUPERINTENDENT SUPERINTENDENT
SURENDER %UMAR POONIA
VOLUME NO. 3 (2012), ISSUE NO. 6 (JUNE) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
www%i1rc0%or#%in
v
CALL FOR MANUSCRIPTS CALL FOR MANUSCRIPTS CALL FOR MANUSCRIPTS CALL FOR MANUSCRIPTS
>einvite unpublished novel" ori#inal" e0pirical and hi#h ?uality research wor: pertainin# to recent develop0ents 8 practices in the area of
)o0puter" Business" !inance" Mar:etin#" +u0an Resource Mana#e0ent" eneral Mana#e0ent" Ban:in#" Insurance" )orporate overnance
and e0er#in# paradi#0s in allied sub1ects li:e Accountin# 6ducation@ Accountin# Infor0ation Syste0s@ Accountin# 9heory 8 Practice@ Auditin#@
Behavioral Accountin#@ Behavioral 6cono0ics@ )orporate !inance@ )ost Accountin#@ 6cono0etrics@ 6cono0ic Develop0ent@ 6cono0ic +istory@
!inancial Institutions 8 Mar:ets@ !inancial Services@ !iscal Policy@ overn0ent 8 $on Profit Accountin#@ Industrial Or#ani*ation@ International
6cono0ics 8 9rade@ International !inance@ Macro 6cono0ics@ Micro 6cono0ics@ Monetary Policy@ Portfolio 8 Security Analysis@ Public Policy
6cono0ics@ Real 6state@ Re#ional 6cono0ics@ 9a7 Accountin#@ Advertisin# 8 Pro0otion Mana#e0ent@ Business 6ducation@ Mana#e0ent
Infor0ation Syste0s ;MIS<@ Business 2aw" Public Responsibility 8 6thics@ )o00unication@ Direct Mar:etin#@ 6-)o00erce@ lobal Business@
+ealth )are Ad0inistration@ 2abor Relations 8 +u0an Resource Mana#e0ent@ Mar:etin# Research@ Mar:etin# 9heory 8 Applications@ $on-
Profit Or#ani*ations@ Office Ad0inistrationAMana#e0ent@ Operations ResearchAStatistics@ Or#ani*ational Behavior 8 9heory@ Or#ani*ational
Develop0ent@ ProductionAOperations@ Public Ad0inistration@ Purchasin#AMaterials Mana#e0ent@ Retailin#@ SalesASellin#@ Services@ S0all
Business 6ntrepreneurship@ Strate#ic Mana#e0ent Policy@ 9echnolo#yAInnovation@ 9ouris0" +ospitality 8 2eisure@ 9ransportationAPhysical
Distribution@ Al#orith0s@ Artificial Intelli#ence@ )o0pilers 8 9ranslation@ )o0puter Aided Desi#n ;)AD<@ )o0puter Aided Manufacturin#@
)o0puter raphics@ )o0puter Or#ani*ation 8 Architecture@ Database Structures 8 Syste0s@ Di#ital 2o#ic@ Discrete Structures@ Internet@
Mana#e0ent Infor0ation Syste0s@ Modelin# 8 Si0ulation@ Multi0edia@ $eural Syste0sA$eural $etwor:s@ $u0erical AnalysisAScientific
)o0putin#@ Ob1ect Oriented Pro#ra00in#@ Operatin# Syste0s@ Pro#ra00in# 2an#ua#es@ Robotics@ Sy0bolic 8 !or0al 2o#ic and >eb Desi#n%
9he above 0entioned trac:s are only indicative" and not e7haustive%
Anybody can sub0it the soft copy of hisAher 0anuscript 1234567 in M%S% >ord for0at after preparin# the sa0e as per our sub0ission
#uidelines duly available on our website under the headin# #uidelines for sub0ission" at the e0ail addressesB
52895:;<6=>615?.<96or5289=5:;<6.9;>.52%
GUIDELINES FOR SUBMISSION OF MANUSCRIPT GUIDELINES FOR SUBMISSION OF MANUSCRIPT GUIDELINES FOR SUBMISSION OF MANUSCRIPT GUIDELINES FOR SUBMISSION OF MANUSCRIPT
&% COVERING LETTER FOR SUBMISSION$
DATED$ @@@@@@@@@@@@@
THE EDITOR
IJR)M
Sub1ectB SUBMISSION OF MANUSCRIPT IN THE AREA OF .
'7.>. F5212<7AM1;B7452>AHRMAG727;1? M121>76724AE<92965<CAPC3<D9?9>3AL1EAC96FG47;AITAE2>5277;52>AM14D76145<CA94D7;, F?71C7 CF7<583)
DEAR SIRAMADAM
Please find 0y sub0ission of 0anuscript entitled CDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD3 for possible publication in your 1ournals%
I hereby affir0 that the contents of this 0anuscript are ori#inal% !urther0ore" it has neither been published elsewhere in any lan#ua#e fully or partly" nor is it
under review for publication elsewhere%
I affir0 that all the author ;s< have seen and a#reed to the sub0itted version of the 0anuscript and their inclusion of na0e ;s< as co-author ;s<%
Also" if 0yAour 0anuscript is accepted" IA>e a#ree to co0ply with the for0alities as #iven on the website of the 1ournal 8 you are free to publish our
contribution in any of your 1ournals%
NAME OF CORRESPONDING AUTHORB
Desi#nationB
Affiliation with full address" contact nu0bers 8 Pin )odeB
Residential address with Pin )odeB
Mobile $u0ber ;s<B
2andline $u0ber ;s<B
6-0ail AddressB
Alternate 6-0ail AddressB
NOTESB
a< 9he whole 0anuscript is re?uired to be in ONE MS WORD FILE only ;pdf% version is liable to be re1ected without any consideration<" which will start fro0
the coverin# letter" inside the 0anuscript%
b< 9he sender is re?uired to 0ention the followin# in the SUBJECT COLUMN of the 0ailB
N7E M12GC<;5F4 89; R7H57E 52 4D7 1;71 98 ;F5212<7AM1;B7452>AHRMAG727;1? M121>76724AE<92965<CAPC3<D9?9>3AL1EAC96FG47;AITA
E2>5277;52>AM14D76145<CA94D7;, F?71C7 CF7<583)
c< 9here is no need to #ive any te7t in the body of 0ail" e7cept the cases where the author wishes to #ive any specific 0essa#e w%r%t% to the 0anuscript%
d< 9he total si*e of the file containin# the 0anuscript is re?uired to be below 5!! %B%
e< Abstract alone will not be considered for review" and the author is re?uired to sub0it the co0plete 0anuscript in the first instance%
f< 9he 1ournal #ives ac:nowled#e0ent w%r%t% the receipt of every e0ail and in case of non-receipt of ac:nowled#0ent fro0 the 1ournal" w%r%t% the sub0ission
of 0anuscript" within two days of sub0ission" the correspondin# author is re?uired to de0and for the sa0e by sendin# separate 0ail to the 1ournal%
E% MANUSCRIPT TITLE$ 9he title of the paper should be in a &E point )alibri !ont% It should be bold typed" centered and fully capitalised%
-% AUTHOR NAME 'S) & AFFILIATIONS$ 9he author ;s< 8G?? 2167" I7C5>214592" 1885?514592 ;s<" 1II;7CC" 69J5?7A?12I?527 2G6J7;C" and 7615?A1?47;2147 7615?
1II;7CC should be in italic 8 &&-point )alibri !ont% It 0ust be centered underneath the title%
(% ABSTRACT$ Abstract should be in fully italici*ed te7t" not e7ceedin# E.' words% 9he abstract 0ust be infor0ative and e7plain the bac:#round" ai0s" 0ethods"
results 8 conclusion in a sin#le para% Abbreviations 0ust be 0entioned in full%
VOLUME NO. 3 (2012), ISSUE NO. 6 (JUNE) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
www%i1rc0%or#%in
vi

.% %EYWORDS$ Abstract 0ust be followed by a list of :eywords" sub1ect to the 0a7i0u0 of five% 9hese should be arran#ed in alphabetic order separated by
co00as and full stops at the end%
F% MANUSCRIPT$ Manuscript 0ust be in BRITISH ENGLISH prepared on a standard A( si*e PORTRAIT SETTING PAPER% It 0ust be prepared on a sin#le space and
sin#le colu0n with &G 0ar#in set for top" botto0" left and ri#ht% It should be typed in H point )alibri !ont with pa#e nu0bers at the botto0 and centre of every
pa#e% It should be free fro0 #ra00atical" spellin# and punctuation errors and 0ust be thorou#hly edited%
I% HEADINGS$ All the headin#s should be in a &' point )alibri !ont% 9hese 0ust be bold-faced" ali#ned left and fully capitalised% 2eave a blan: line before each
headin#%
H% SUB,HEADINGS$ All the sub-headin#s should be in a H point )alibri !ont% 9hese 0ust be bold-faced" ali#ned left and fully capitalised%
J% MAIN TET$ 9he 0ain te7t should follow the followin# se?uenceB
INTRODUCTION
REVIEW OF LITERATURE
NEEDAIMPORTANCE OF THE STUDY
STATEMENT OF THE PROBLEM
OBJECTIVES
HYPOTHESES
RESEARCH METHODOLOGY
RESULTS & DISCUSSION
FINDINGS
RECOMMENDATIONSASUGGESTIONS
CONCLUSIONS
SCOPE FOR FURTHER RESEARCH
AC%NOWLEDGMENTS
REFERENCES
APPENDIAANNEURE
It should be in a H point )alibri !ont" sin#le spaced and 1ustified% 9he 0anuscript should preferably not e7ceed 5000 WORDS%
&'% FIGURES &TABLES$ 9hese should be si0ple" crystal clear" centered" separately nu0bered 8self e7plained" and 454?7C 6GC4 J7 1J9H7 4D7 41J?7A85>G;7% S9G;<7C 98
I141 CD9G?I J7 67245927I J7?9E 4D7 41J?7A85>G;7% It should be ensured that the tablesAfi#ures are referred to fro0 the 0ain te7t%
&&% E0UATIONS$9hese should be consecutively nu0bered in parentheses" hori*ontally centered with e?uation nu0ber placed at the ri#ht%
&E% REFERENCES$ 9he list of all references should be alphabetically arran#ed% 9he author ;s< should 0ention only the actually utilised references in the preparation
of 0anuscript and they are supposed to follow H1;H1;I S43?7 98 R787;72<52>% 9he author ;s< are supposed to follow the references as per the followin#B
All wor:s cited in the te7t ;includin# sources for tables and fi#ures< should be listed alphabetically%
4se ;7I.< for one editor" and ;7I.C) for 0ultiple editors%
>hen listin# two or 0ore wor:s by one author" use --- ;E'77<" such as after =ohl ;&JJI<" use --- ;E''&<" etc" in chronolo#ically ascendin# order%
Indicate ;openin# and closin#< pa#e nu0bers for articles in 1ournals and for chapters in boo:s%
9he title of boo:s and 1ournals should be in italics% Double ?uotation 0ar:s are used for titles of 1ournal articles" boo: chapters" dissertations" reports" wor:in#
papers" unpublished 0aterial" etc%
!or titles in a lan#ua#e other than 6n#lish" provide an 6n#lish translation in parentheses%
9he location of endnotes within the te7t should be indicated by superscript nu0bers%

PLEASE USE THE FOLLOWING FOR STYLE AND PUNCTUATION IN REFERENCES$
BOO%S
Bowerso7" Donald J%" )loss" David J%" ;&JJF<" K2o#istical Mana#e0ent%K 9ata Mcraw" +ill" $ew Delhi%
+un:er" +%2% and A%J% >ri#ht ;&JF-<" K!actors of Industrial 2ocation in OhioK Ohio State 4niversity" $i#eria%
CONTRIBUTIONS TO BOO%S
Shar0a 9%" =watra" % ;E''H< 6ffectiveness of Social Advertisin#B A Study of Selected )a0pai#ns" )orporate Social Responsibility" 6dited by David )rowther 8
$icholas )apaldi" Ash#ate Research )o0panion to )orporate Social Responsibility" )hapter &." pp EHI--'-%
JOURNAL AND OTHER ARTICLES
Sche0enner" R%>%" +uber" J%)% and )oo:" R%2% ;&JHI<" Keo#raphic Differences and the 2ocation of $ew Manufacturin# !acilities"K Journal of 4rban 6cono0ics"
5ol% E&" $o% &" pp% H--&'(%
CONFERENCE PAPERS
ar#" Sa0bhav ;E'&&<B KBusiness 6thicsK Paper presented at the Annual International )onference for the All India Mana#e0ent Association" $ew Delhi" India"
&J,EE June%
UNPUBLISHED DISSERTATIONS AND THESES
=u0ar S% ;E'&&<B K)usto0er 5alueB A )o0parative Study of Rural and 4rban )usto0ers"K 9hesis" =uru:shetra 4niversity" =uru:shetra%
ONLINE RESOURCES
Always indicate the date that the source was accessed" as online resources are fre?uently updated or re0oved%
WEBSITE
ar#" Bhavet ;E'&&<B 9owards a $ew $atural as Policy" Political >ee:ly" 5iewed on January '&" E'&E httpBAAepw%inAuserAviewabstract%1sp
VOLUME NO. 3 (2012), ISSUE NO. 6 (JUNE) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
www%i1rc0%or#%in
&EF
INTERNAL BRANDING AS A MANAGEMENT STRATEGY$ A CASE OF ORGANI(ED RETAIL SECTOR

GIRISH MUDE
ASST. PROFESSOR
MIT SCHOOL OF MANAGEMENT
PUNE

SWAPNIL UNDALE
ASST. PROFESSOR
MIT SCHOOL OF MANAGEMENT
PUNE

VRUSHALI DAIGAVHANE
STUDENT
ARIHANT INSTITUTE OF BUSINESS MANAGEMENT
PUNE

ABSTRACT
This !s!"#h "i$s %& !'!"( )s! &* i+%!+"( ,"+-i+. i+ !%"i( ,)si+!ss "+- ."i+ #&$/!%i%i'! "-'"+%".!. A(s& /"/! !0"$i+!s %h! !ss!+%i"( &(! %h"% i+%!+"(
,"+-i+. /("1s i+ -&i+. s)##!ss*)( ,)si+!ss. A #"s!2s%)-1 "//&"#h is "-&/%!- )si+. 3)"(i%"%i'! "+- 3)"+%i%"%i'! $!%h&-&(&.i!s *&$ !%"i( ,)si+!ss!s, "s 4!(( "s
!'i!4s &* !"(i! (i%!"%)! "+- !s!"#h, .i'! -"%" *& #&+-)#%i+. "+"(1sis &* i+%!+"( ,"+-i+. i+ &."+i5!- !%"i( ,)si+!ss. A)%h&s *i+- %h"% i+%!+"( ,"+-i+. is
" +!4 #&+#!/% i+ !%"i( ,)si+!ss "+- i+%!+"( ,"+-i+. h!(/s i+ i+'&('!$!+% &* !$/(&1!!s i+ $"6i+. #h"+.!, !$/&4! !$/(&1!!s "+- ,)i(- #!-i,i(i%1 4i%h 1&)
!$/(&1!!s "+- #)s%&$!s. I+%!+"( ,"+-i+. +&% &+(1 -i!#%(1 i+*()!+#!s %h! /!*&$"+#! &* !$/(&1!!s ,)% %h!i &(! i+ !("%i&+ %& %h! ,"+- !0/!i!+#! 4i%h
#)s%&$! i+ s%&!. Th! !s!"#h is !(!'"+% "s i% "--!ss!s iss)!s &* i+%!+"( ,"+-i+. "+- i%s i$/(i#"%i&+s i+ !%"i( ,)si+!ss. B"+- -!'!(&/$!+% is %h! ,)si+!ss
s%"%!.1 "+- i+%!+"( ,"+-i+. h!(/ %& -i'! " ,)si+!ss *&4"- i+ #&$/(!0 !+'i&+$!+%. S%)-1 i+-i#"%!s %h"% M"6!%!s 4&)(- (!"+ h&4 %& !**!#%i'!(1 i+%!."%!
"+- (!'!".! i+%!+"( ,"+-i+. "+- $"6!%i+. %& i$/&'! %h! sh&%2%!$ "+- (&+.2%!$ s)##!ss &* 1&) &."+i5"%i&+. R!s!"#h &+(1 !("%!- %& !%"i( s!#%&.
I$/(i#"%i&+s &+ &%h! s!#%&s &* ,)si+!ss!s #"+ ,! -i**!!+%. E0%!+-!- !s!"#h #"+ ,! ,!+!*i#i"( *& s%"%!.1 *&$)("%&s.

%EYWORDS
Internal Brandin#" Retail" Retail Mar:etin#%

INTRODUCTION
s the concept of lar#e retail stores #ains #round in India" the practice and concept of internal brandin# is li:ely to #row e7ponentially% In the western
countries internal brandin# receives hi#hest priority in co00ercial plannin# of a product and 0ar:etin# activities% As seasons chan#e" the brandin#
techni?ues too chan#e in a retail store% 9raditional belief about brandin# and the bi##est 0yth in the world of business continues to be that brandin# is
for e7ternal purposes" for co00unicatin# to consu0ers and that it is the e7clusive preserve of the 0ar:etin# function% 9hen era ca0e the belief that advertisin#"
PR" database and direct 0ar:etin#" interactive 0edia 0ust all create a consistent i0pression" and thus was born inte#rated brandin#" -F'-de#ree brandin#" total
brandin# and what have you% $ot to 0ention PR a#encies" direct 0ar:etin# a#encies and interactive a#encies% But you 0ay notice" that there arenLt" as yet"
or#ani*ations that speciali*e in what is called internal brandin#%
Retail industry is the sector that has #rown in the last few years by leaps and bounds% 9here is a hu#e de0and for internal brandin# and retail 0ana#e0ent wor:
profiles now-a-days% Despite the #rowin# interest in internal brandin#" there has been li0ited research conducted into the processes re?uired to encoura#e
brand-supportin# behavior% Moreover" parado7ical to the need to understand e0ployees" the e7istin# insi#hts have #enerally ste00ed fro0 research with
0ana#e0ent" brand practitioners3 and even custo0ers3 perspectives% 9herefore" this paper ai0s to unearth the role of internal brandin# and contribution of the
e0ployees who deliver brand values to the custo0er%
Bein# at the interface of the internal and the e7ternal world of the brand" custo0er facin# e0ployees e7ert a certain de#ree of influence on custo0ers3 and
other sta:eholders3 perceptions about the brand and A or the or#ani*ation" which deter0ines the success of brand positionin#% 9heir distinctive s:ills can create
a co0pany3s co0petitive advanta#e that 0ay be difficult to be 0atched% Such a differential advanta#e reduces the ris: of bein# perceived as co00odities%
+owever" Cas 0uch as the hu0an factor is the co0pany3s 0ost tenuous co0petitive feature" it can also be the 0ost vulnerable one3% 9hat is" they are as 0uch a
valuable asset as they are a challen#e to a service or#ani*ation%
9he creation of a stron# brand and the deliverance of perceived service ?uality are pre0ised by e0ployees3 ability to deliver on custo0er e7pectations% 9hus"
adoption of internal-oriented initiatives" directed at e0ployees i0provin# service ?uality and brin#in# the brand to life" is advocated%
9his paper" therefore" e7plores the effect of initiatives of internal brandin# in retail stores% Many leadin# retailers are levera#in# their vast custo0er bases to
build profitable relationships with custo0ers by focusin# brandin# 0ar:etin# and custo0er service offerin# into a powerful" inte#rated brand offerin#% Retailers
offerin# better custo0er service will build interactive relationship which helps to crate custo0er loyalty% 9his initiative lies at the heart of sustainable
co0petitive advanta#e in the 0odern retail industry%

CONCEPTUAL FRAMEWOR% OF INTERNAL BRANDING
Internal Brandin# is the set of strate#ic processes that ali#n and e0power e0ployees to deliver the appropriate custo0er e7perience in a consistent fashion%
Internal brandin# refers to the activities e0ployed by a co0pany to ensure intellectual and e0otional staff buy-in ;9ho0son et al%" &JJJ< into not only the
corporate culture" but also the specific brand personality invo:ed within this culture%
As the definition of brand chan#es" the process of brandin# and brand 0ana#e0ent 0oves forward as well% Alon# with e7ternal brand buildin#" traditionally the
0ain brandin# concern" 0any co0panies have 0ade internal brandin# a top priority to counteract short-ter0 perspective and lac: of understandin# and
appreciation of brands within an or#ani*ation ;=eller E''H" ---<% ettin# e0ployees to sell pro0ises instead of products is especially i0portant in hi#h
technolo#y 0ar:ets where product functionality and features are not enou#h to provide a source of differentiation any0ore ;>ard" 2i#ht 8 oldstine &JJJa<%
Dra:e et al% ;E''." &H&< state that en#a#in# e0ployees in i0ple0entin# pro0ise-based business 0odel re?uires an incentive syste0 to reward the0 for
e7ceptional support of the brand strate#y% Rewards and reco#nition serve as a #ood 0otivational tool as lon# as the funda0entals of the pro#ra0 are
co00unicated before the pro#ra0 is launched ;Dra:e et al% E''." &H&<% 9he 0ost effective on-brand rewards and reco#nition are ade?uate" sincere" and ti0ely"
and coincide with the e7ecution of the internal brandin# pro#ra0 ;Davis E''." E-J<%
A
VOLUME NO. 3 (2012), ISSUE NO. 6 (JUNE) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
www%i1rc0%or#%in
&EI
RETAIL INDUSTRY OF INDIA
9he Indian retail 0ar:et" over the last decade" has shown #reater acceptance for or#ani*ed retailin# for0ats% Do0estic retailin# is e0er#in# fro0 a 0ultitude of
unor#ani*ed fa0ily-owned businesses to or#ani*ed 0odern retailin#% Rapid urbani*ation" chan#es in shoppin# pattern" de0o#raphic dividend and pro-active
0easures by the overn0ent are abettin# the #rowth of the retail sector in India% Indian retail sector accounts for EEM of the countryLs DP and contributes to
HM of total e0ploy0ent
Indian retail business values at around 4SN ..' billion as of now and about four per cent of it accounts for the or#ani*ed sector% A report by Boston )onsultin#
roup ;B)< has revealed that the countryLs or#ani*ed retail is esti0ated at 4SN EH billion with around I per cent penetration% It is pro1ected to beco0e a 4SN
EF' billion business over the ne7t decade with around E& per cent penetration% A report by )II-A9 =earney revealed that 2u7ury brands 0ar:et in India #rew at a
healthy E' per cent durin# E'&' reachin# a si*e of 4SN .%H billion% It further stated that the Indian lu7ury 0ar:et stood at a value of 4SN (%IF billion in E''J and
is anticipated to be worth 4SN &(%I billion by E'&.%
9he worldLs lar#est retailer >al-Mart will open an innovation lab in Ben#aluru by the end of E'&&% 9he lab would be tas:ed to drive the 4SN (EE-billion
co0panyLs ne7t #eneration innovations that i0pact shoppin# behavior a0on# the custo0ers%Real estate 0a1or D2!Ls subsidiary D2! Brands has struc: a deal
with )hica#o-based )laireLs Stores Inc to brin# the latter to India and open its I. stores over E'&&-&F% )laireLs is a specialty retailer which tar#ets youn# #irls
throu#h over -"''' stores #lobally%
!ro0 E''' to E'&'" Indian retail attracted about N&%H billion in forei#n direct invest0ent" constitutin# &%.M of total invest0ent flow into India% India has topped
the A%9% =earney3s annual lobal Retail Develop0ent Inde7 ;RDI< for the third consecutive year" 0aintainin# its position as the 0ost attractive 0ar:et for retail
invest0ent%
Arvind Brands" Madura ar0ents" Spy:ar 2ifestyle and Royal )lassic Polo are :nown for Indian apparel retailers" levera#in# opportunity fro0 Indian 0ar:et%
!uture roups" RP-San1iv oen:a roup Retail" 9he 9ata roup" Reliance Retail" = Rahe1a )orporation" 2ifestyle International" 5ishal Retail are pro0inent players
in Indian retail 0ar:et accountin# 0a1or 0ar:et share of or#ani*ed retail in India

PURPOSE OF THE STUDY
9his research ai0s to reveal use of internal brandin# in retail business and #ain co0petitive advanta#e in co0ple7 business scenario% Also paper e7a0ines the
essential role that internal brandin# plays in doin# successful business% !ro0 our literature review" we derive several research ?uestions to #uide our study%
Insi#hts into these research ?uestions help us develop the Internal brandin# concept further%
RO&B >hat are opinions of sa0ple e0ployees re#ardin# internal brandin#P
ROEB >hat benefits these or#ani*ations achieved in adoptin# internal brandin#P
RO-B >ho are responsible for conductin# internal brandin# in sa0ple retail or#ani*ationsP

RESEARCH DESIGN
!or this study case study approach was adopted which included ?ualitative and ?uantitative research% 9he ?ualitative research consisted of eleven in-depth
interviews conducted with e7ecutivesA0ana#ers that are responsible for developin# internal brandin# strate#ies within their or#ani*ations% 9hese in-depth
interviews revealed an e7panded concept of internal brandin# and answered second ;ROE< and third ;RO-< research ?uestions% Subse?uently to answer first
;RO&< research ?uestion" the ?uantitative research portion of this study was 0ana#ed throu#h structured ?uestionnaires survey of -F respondents across
industries who were e0ployees involved in dealin# custo0er directly% Sa0ple retail store ;>ith na0e of the retailer and Place< for study were Bi# Ba*aar
;=othrud<" Reliance Mart ;!ati0a $a#ar<" Me#a Mart ;Dapodi<" Pune )entral ;4niversity Road and Bund arden<" Shopper Stop ;)a0p<" 2ifestyle ;=ore#aon Par:<
and )ro0a ;+adapsar< fro0 various part of Pune city%
!or sa0ple purpose" we thou#ht that senior 0ana#e0ent typically develops brand strate#y while the actual brand e7perience is 0ost often delivered by the
least-infor0ed and lowest paid service associates or front line e0ployees% Also" to further co0plicate 0atters" these front line associates are often part-ti0e%
Best practices in internal brandin# can build that crucial brid#e between strate#y and e7ecution%

FINDINGS AND DISCUSSIONS
Internal brandin# focuses on what should be done in-house so that it translates into the co0panyLs desired results outside% And this study revealed e7actly how
internal brandin# creates i0pact on overall i0a#e of or#ani*ation% Brand in itself is a powerful word-evo:in# e0otions plu##ed with a particular product% >hile
0assive efforts are underta:en to pro1ect the co0panyLs ri#ht i0a#e in front of the public" they stand 0eanin#less if these are not applied towards the internal
custo0ers" na0ely e0ployees of the co0pany% If e0ployees are happy" it would transpire into better clientele%
Benefits that revolve around internal brandin# are 0anifold% 6ffective internal brandin# 0echanis0 #ives the co0pany an ed#e over its co0petitors as brand
e0ployers are :nown for their reputation" #ood retention tactics" less attrition levels" who value e0ployees and their individuality" who breed a cohesive
culture" provide #rowth and develop0ent opportunities" and there is inclusive #rowth and overall or#ani*ational develop0ent% 9he #oal of an internal brandin#
ca0pai#n is very si0ilar to that of an e7ternal ca0pai#n to create an e0otional connection to your co0pany that transcends any one particular e7perience% In
the case of e0ployees" co0panies also want the connection to infor0 the way they approach their 1obs" even if they don3t interact with custo0ers% )o0panies
always want the0 to have the brand vision in their 0inds and to consider whether or not they are supportin# the brand in every decision they 0a:e%
9he effectiveness and overall success of internal brandin# pro#ra0 is dependent on an in-depth :nowled#e and understandin# of the internal as well as the
e7ternal environ0ent of the or#ani*ation" while 0ar:et research provides such infor0ation ;Berry and Parasura0an" &JJE@ Mitchell" E''E@ Schult*" E''E@
Bea#rie" E''-<% !or study findin#s" research ?uestions were analy*ed respectively and outco0es are discussed in detail%




















VOLUME NO. 3 (2012), ISSUE NO. 6 (JUNE) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
www%i1rc0%or#%in
&EH
FIGURE.1. EMPLOYEES& OPINION REGARDING INTERNAL BRANDING IN SAMPLE ORGANI(ATION


RO&B !irst research ?uestion sou#ht to :now the opinions about internal brandin# fro0 conducted sa0ple e0ployees in various retail stores of Pune% !ro0
above ;!i#ure%&< we found that 0ost of respondents were aware about internal brandin# and they a#reed that internal brandin# helps in better custo0er
e7perience ;I-M<" and help to stren#then bond between custo0er and e0ployee ;FHM<" increases perfor0ance of e0ployees ;FIM<" create value ;FFM< for
custo0er are subse?uent opinions and perceptions about internal brandin# in sa0ple or#ani*ations% Apart fro0 that en#a#e0ent of e0ployee in internal
brandin# and internal brand is e7pensive were considerably a#reed opinions fro0 sa0ple% Output of this research ?uestion would help to understand different
perception and opinion of e0ployees related to internal brandin# and its e7ecution%

FIGURE.2. BENEFITS ACHIEVED FROM INTERNAL BRANDING

ROEB 9he overall results in ;!i#ure%E%< indicate that" there are several benefits of internal brandin# but accordin# to study" better custo0er service ;IEM<"
perfor0ance of e0ployee ;FJM< and e0power e0ployee ;FHM< were pro0inent benefits out of internal brandin#% +owever sa0ple respondents answered
positively re#ardin# other benefits of internal brandin# which include i0proved or#ani*ational culture" stron# internal co00unication" build loyalty" pride within
or#ani*ation" increased profit and i0proved reputation of or#ani*ation% Internal brandin# leads to an increase in efficiency and productivity levels of e0ployees"
which in turn 0a:es custo0ers happier% 6ffective internal brandin# 0echanis0 #ives the co0pany an ed#e over its co0petitors as brand e0ployers are :nown
for their reputation" #ood retention tactics" less attrition levels" who value e0ployees and their individuality" who breed a cohesive culture" provide #rowth and
develop0ent opportunities" and there is inclusive #rowth and overall or#ani*ational develop0ent%


FH
I-
FF
FI
.&
.F
&E
H
EF
&F
EJ
-E
' E' (' F' H' &''
Internal Brandin# help to stren#then bond
between custo0er and e0ployee
Internal Brandin# helps in better custo0er
e7perience
Internal Brandin# creates value
Internal brandin# increases perfor0ance of
e0ployees
Internal brandin# is e7pensive
Internal brandin# is act of e0ployee
en#a#e0ent
P7;<7241>7
O
F
5
2
5
9
2
C

9
8

E
6
F
?
9
3
7
7
C

A#ree
Disa#ree
E-
FF
(F
IE
FH
FJ
(&
-H
F&
' &' E' -' (' .' F' I' H'
Improved Image and Reputation
Improved Organizational Culture
Increased Profits
Better Customer Experience
Empower Employees
Performance of Employees
Reduce Attrition/Increase Retention
Build loyalty , Pride within the Organization
Strong Internal Communication/Marketing
Percentage
B
e
n
e
f
i
t
s

o
f

I
n
t
e
r
n
a
l

B
r
a
n
d
i
n
g
VOLUME NO. 3 (2012), ISSUE NO. 6 (JUNE) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
www%i1rc0%or#%in
&EJ
FIGURE.3$ RESPONSIBLE PERSONNEL&S FOR CONDUCTING INTERNAL BRANDING IN SAMPLE ORGANI(ATIONS

RO-B !or0ulation and i0ple0entation of internal brandin# practices are crucial tas:s in any or#ani*ation and person who is responsible could play 0a1or role in
creatin# better brand i0a#e in 0ar:et% Our study revealed that Mar:etin# Depart0ent ;I-M<" )orporate )o00unicationA PR Depart0ent ;.&M<" and )6O ;-.M<
0ost often 0ade internal brandin# related decisions% Many or#ani*ations in sa0ple had +u0an Resource Depart0ent" Senior Mana#ers and Board of Directors
as decision 0a:ers for internal brandin#% 9his result would help to construct internal brandin# strate#ies for or#ani*ations%

IMPLICATIONS AND LIMITATIONS OF THE RESEARCH
9he research is relevant as it addresses issues of internal brandin# and its i0plications in retail business% Brand develop0ent is the business strate#y and internal
brandin# help to drive a business forward in co0ple7 environ0ent% Study indicates that Mar:eters would learn how to effectively inte#rate and levera#e internal
brandin# and 0ar:etin# to i0prove the short-ter0 and lon#-ter0 success of your or#ani*ation% Research only related to retail sector fro0 Pune city%
I0plications on other sectors of businesses can be different% 67tended research can be beneficial for strate#y for0ulators who would deal with Internal
Brandin#%

CONCLUSIONS
>hat 0a:es internal brandin# such a co0pellin# proposition is the fact of co0poundin# benefits% A stron# internal brand supports the hu0an resource #oals of
total rewards% >ith talented" 0otivated" co00itted people wor:in# in the or#ani*ation the e7ternal brand pro0ise" and the business itself" are stren#thened%
Internal brandin# is the connected of any corporate brand% Internal brandin# stren#thens a corporate or#ani*ation3s position in a co0petitive 0ar:et place as
well as enhances or#ani*ation3s effectiveness% Internal brandin# is i0portant because li:e every other brandin# strate#y" internal brand is a for0 of an atte0pt
to #ain further control of niche throu#h shapin# internal audience identities% 9he essence of internal brandin# is to help e0ployee internali*e and truly represent
the brand identity desired by corporate brand%

REFERENCES
&% Bal0er" J % and >il:inson" A % ;&JJ&< CBuildin# societiesB )han#e" strate#y and corporate identity3" Journal of eneral Mana#e0ent" 5ol% &I" $o% E" pp% E' ,
--%
E% Bea#rie" S% ;E''-<" L+ow to %%% influence e0ployee behaviour throu#h internal 0ar:etin#L% Personnel 9oday" Au#ust" P--.
-% Berry" 2%2% and A% Parasura0an ;&JJE<" LServices 0ar:etin# starts fro0 withinL% Mar:etin# Mana#e0ent" vol% i" no% i" pp% E(--(%
(% Bharadwa1" S% %" 5aradara1an" R% P% and !ahy" J% ;&JJ-< CSustainable co0petitive advanta#e of service industriesB A conceptual 0odel and research
propositions3" Journal of Mar:etin#" 5ol% .I" pp% H- , JJ%
.% Davis" S% E''.% Buildin# a Brand-Driven Or#ani*ation% )hapter &E in =ello## on Brandin#B 9he Mar:etin# !aculty of the =ello## School of Mana#e0ent% 6ds%
9ybout" A%" )al:ins" 9% $ew JerseyB Jon >iley 8 Sons% Accessed on - October" E'&'% +ttpBAAboo:s%#oo#le%esA
F% Day " % S % and >ensley " R % ;&JHH< CAssessin# advanta#eB A fra0ewor: for dia#nosin# co0petitive superiority3" Journal of Mar:etin#" 5ol% .E" pp% & , E'%
I% Dra:e" S%" ul0an" M% 8 Roberts" S% ;E''.<% 2i#ht 9heir !ireB 4sin# Internal Mar:etin# to I#nite 60ployee Perfor0ance and >ow /our )usto0ers% Dearborn
9rade" A =aplan Professional )o0pany% Accessed on - October" E''J% +ttpBAAwww%1a0:%fiA:ir1asto" $elli-portaali" 6brary%
H% httpBAAwww%ibef%or#AindustryAretail%asp7 ;Accessed on '.!ebruary E'&E<
J% Joseph" >% B% ; &JJF < Internal 0ar:etin# builds service ?uality 3 " Journal of +ealth )are Mar:etin# " 5ol% &F " $o% & " pp% .( , .J %
&'% =eller" =% ;E''H<% Strate#ic Brand Mana#e0ent , Buildin#" Measurin#" and Mana#in# Brand 6?uity% -rd ed% $ew JerseyB Pearson International 6dition%
&&% 2in#s" I % $ % ;E''(< C Internal 0ar:et orientationB )onstruct and conse?uences 3 " Journal of Business Research " 5ol% .I " $o% ( " pp% ('. , (&- %
&E% Mitchell" % ;E''E<" LSellin# the brand insideL% +arvard Business Review" vol% H'" no% i" January" pp% JJQ&'
&-% Pa#diwalla =ash0ira" ;E''I< Intas Biophar0aceuticals 2i0ited" ;IBP2<" C9he 0a#ic of Internal Brandin#3 Available at
httpBAAwww%e7pressphar0aonline%co0AE''I&&&.Aphar0alife'&%sht0l Accessed on &E October" E'&'%
&(% Research and Mar:etsB Retail Sector in India E'&& - Indian Retail Sector Accounts for EEM of the )ountryLs DP
httpBAAwww%reuters%co0AarticleAE'&&A'.A&&Aid4SEJJF-R&&-May-E'&&RB>E'&&'.&& ;Accessed on &' Dece0ber E'&&<
&.% Sa0li " A % and !rohlich " ) % ;&JJE< CServiceB 9he co0petitive ed#e in ban:in#3" Journal of Services Mar:etin#" 5ol% F " $o% & " pp% &. , EE %
&F% Schult*" D%6% ;E''E<" LStudy internal 0ar:etin# for better i0pactL% Mar:etin# $ews" vol% -F" no% Ei" October" pp% H-J%
&I% Susan +unt S Sun 2ife !inancial with Rob 2andry S Ma#na International" T9he I0portance of 60ployer Brandin#
&H% 9ho0son" =%" 2% de )hernatony" 2% Ar#anbri#ht and S% =han ;&JJJ<" L9he buy-in bench0ar:B how staff understandin# and co00it0ent i0pact brand and
business perfor0anceL% Journal of Mar:etin# Mana#e0ent" vol% &." no% H" $ov%" pp% H&J--.%
&J% >ard" S%" 2i#ht" 2% 8 oldstine" J% ;E''J< a% >hat +i#h 9ech Mana#ers $eed to =now About Brands% +arvard Business Review article search% Accessed on &J
$ove0ber" E'&'% +ttpBAAhbr%harvardbusiness%or#A&JJJA'IAwhat-hi#h-tech-0ana#ers-need-to:now-about-brandsAarA&%
E'% >itt:e-=othe" )% ;E''&< CInternet Mar:enf U hrun# Q 5eran:erun# der Mar:enidentit V t i0 Mitarbeiterverhalten 3" Deutscher 4niversit V tsverla# 0b+"
>iesbaden%
I-
EI
--
.&
E&
-.
' &' E' -' (' .' F' I' H'
Mar:etin# Depart0ent
Senior Mana#ers
+u0an Resource Depart0ent
)orporate )o00unicationA PR Deppt%
Board of Directors
)6O
P7;<7241>7
R
7
C
F
9
2
C
5
J
?
7

F
7
;
C
9
2
2
7
?
K
C

8
9
;

<
9
2
I
G
<
4
5
2
>

I
2
4
7
;
2
1
?

B
;
1
2
I
5
2
>

5
2

;
7
4
1
5
?

C
4
9
;
7
C
VOLUME NO. 3 (2012), ISSUE NO. 6 (JUNE) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
www%i1rc0%or#%in
&-'
REQUEST FOR FEEDBACK

D71; R71I7;C

At the very outset" International Journal of Research in )o00erce and Mana#e0ent ;IJR)M< ac:nowled#es
8 appreciates your efforts in showin# interest in our present issue under your :ind perusal%

I would li:e to re?uest you to supply your critical co00ents and su##estions about the 0aterial published
in this issue as well as on the 1ournal as a whole" on our 6-0ails i%e% 52895:;<6=>615?.<96 or
5289=5:;<6.9;>.52 for further i0prove0ents in the interest of research%

If you have any ?ueries please feel free to contact us on our 6-0ail 52895:;<6=>615?.<96%

I a0 sure that your feedbac: and deliberations would 0a:e future issues better , a result of our 1oint
effort%

2oo:in# forward an appropriate consideration%

>ith sincere re#ards

9han:in# you profoundly

A<1I765<1??3 39G;C

SdA-
C9,9;I52149;





VOLUME NO. 3 (2012), ISSUE NO. 6 (JUNE) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
www%i1rc0%or#%in
I