Global Journal of Management Perspectives Vol - 1 Issue - 1

Global Journal of Management Perspectives
Vol. 1, No. 1, Jan - June 2014

Editorial Board
Patron :
Shri Sultan Singh, Founder GFRD
Editor-in-Chief :
Dr. Shamsher Singh, Associate Professor, BCIPS-Dwarka
Editor :
Dr. Charu Shri, Associate Professor, ITM University, Gurgaon
Associate Editors
Ms. Tanushree, Assistant Professor, BCIPS-DWARKA, New Delhi
Ms. Amita Panghal, Assistant Professor, GCW-Murthal
Ms. Priyanka Rawal, Assistant Professor, IPER-Bhopal

Editorial Advisory Board
Prof. S. K. Jain, Professor, Delhi School of Economics, University of Delhi
Prof. Nawal Kishore, Director, School of Management Studies, IGNOU
Dr. Sanjeev Marwah , Director, Era Business School, New Delhi
Dr. Raj Agrawal, Director, Centre for Management Education, All India Management Education (AIMA), New Delhi
Dr. P K Sharma, Director, School of Commerce & Management, VMOU, Kota
Mr. Vaibhav Shri, Bechtel India Pvt. Ltd., Gurgaon
Dr. Rajiv Kumra, Associate Professor, IIM, Lucknow
Captain V P Singh, Head-Corporate HR, Jamna Auto Industries Ltd, New Delhi
Dr. Srinivas Shirur, Director, Galgotia Institute of Management and Technology, Greater Noida
Dr. Anurag Agnihotri, Associate Prof College of Vocational Studies, Delhi University.
Dr. Davinder Sharma, Associate Professor, BCIPS-Dwarka, New Delhi
Dr. Aarti Loomba, Assistant Professor, BCIPS-Dwarka, New Delhi
Dr. Anil Malik, Associate Professor, MMC, Ghaziabad (U.P.)
Dr. Ashutosh Dixit, Associate Professor, Nance College of Business, Cleveland State University, USA
Dr. Shukrie Rama, European Center for Peace and Development, Pristina, Kosovo
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EDITORS DESK
Global Journal of Management Perspectives is a bi -annual, double blind peer reviewed, refereed
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Dr. Charu Shri
Editor
Email : editor@global-foundation.org
: charushri004@gmail.com

Vol. 1, No. 1, Jan - June 2014
CONTENTS
Green Personality : An Attitudinal Analysis of Consumers ............................................................................ 4
Ankita Popli, Shreya Muralidhar, Naresh Popli
Understanding and Analysing the Training Requirements of
Middle Level Executives of Public Sector Organizations ............................................................................. 19
Irameet Kaur, Saumya Singhal, P. K. Mehta
Human Resource Practices in Shopping Malls : A Current Scenario ......................................................... 33
P. K. Sharma, Naveen J Sirohi, Kumkum Chaudhary
Cloud Computing : An Adaptable Technology for Educational Institutes.................................................. 42
R. P. Bajpai, Ved Pal Singh
Ambush Marketing - Ethical or Non Ethical .................................................................................................... 49
Taru Baswan, Pooja Yadav
Book Review : Sales and Distribution Management Text and Cases with SAP applications : An Indian Perspective .................................................................. 60
Reviewer : Priyanka Rawal
Green Personality :
An Attitudinal Analysis of Consumers
Ankita Popli
Research Scholar,
ITM University, Gurgaon
Article
Global
Journal of
Management
Perspectives
1(1): 4-18
ISSN : 2348-2494
www.global-foundation.org
Production : AVAGS
Shreya Muralidhar
Student, LBSIM, New Delhi
Naresh Popli
Senior Lecturer, IHM, New Delhi
Abstract
Environmentalism has fast emerged the world over as an important phenomenon during the last
decade or so owing to increasing environmental problems such as acid rain, greenhouse effect, land
degradation and ozone layer depletion. Initially, most of the ecological pressures came from the
nongovernmental organizations, local environmentalists and governmental agencies. But of late
consumers have also become concerned with environmental problems and started demanding ecofriendly products, especially in developed countries. Witnessing an increase in demand for green
products, many business firms have turned green and started practicing green marketing strategies.
In recent years, environmentalism has caught up in India too. Due to pressures from environmentalist
lobbies, the government has enacted a number of legislations to combat the pollution menace and
preserve natural resources. The present research paper assesses the Green Personality of consumers
in the Delhi/NCR Region. It focuses on identifying the factors that affect the green consciousness of
a consumer. It tries to assess if age and gender play a crucial role in determining the green personality
of an individual. Also, it tries to identify if higher awareness leads to environmentally pro-active
behavior.
Keywords: Environmentalism, Green products, Green personality, Green consciousness
Introduction
Severity of environmental deterioration
strategic competitive advantage. Environmental

or ecological issues are of importance to
(Meadows et al., 1972) is necessitating

technological changes but also changes in
consumers who are environmentally conscious

when making a purchase. Hence, a better
attitude and behavior of consumers (Weigel et

al., 1978). Consumers growing concern for the
understanding of consumer preferences in this

instance should allow businesses to acquire
environment and environment related issues

are driving businesses across the globe to offer
more market-applicable approach to sustain in

the competitive market.
a wide range of eco-friendly products choices

across a wide variety of product categories:
One type of environmentally conscious
from fashion, cars to gadgets. Businesses that

offer products which are designed and
behavior is environmental consumerism (green

buying) purchasing and consuming products
manufactured with an marketing mix have a
that are benign towards the environment. Some
Global Journal of Management Perspectives 1, 1 (2014): 4-18
examples of these products are household

items manufactured with postconsumer plastics
not by them but by other institutional actors,

mainly the state and companies.
or paper, recyclable or reusable packaging,

energy-efficient light bulbs, and detergents
The present research paper assesses the
containing ingredients that are biodegradable,

non-polluting, and free of synthetic dyes or
Green Personality of consumers in the Delhi/

NCR Region. It focuses on identifying the
perfumes. These types of ecologically safe

products are just a few of the many currently
factors that affect the green consciousness of

a consumer. It tries to assess if age and gender
available items that can facilitate the long-term

goal of protecting and preserving our natural
play a crucial role in determining the green

personality of an individual. Also, it tries to
habitat.
identify if higher awareness leads to

environmentally pro-active behavior.
Previous research conducted internationally

suggests that the eco-friendly category of
Literature Review
consumers is continuing to evolve and that

consumers tend to vary in terms of their
Environmental attitudes are conceptualized in

terms of attitude theory as being composed of
acceptance of eco-friendly products and

lifestyle (Jungermann & Jungermann, 2010).
beliefs and affect toward an object (Thomas A.

Heberlein. Madison, Wisconsin). The
Buying eco-friendly products have become all

the rage among consumers with pro-
environment as an object is difficult to define

and this has implications for the study of
environmental concerns. Increasing proenvironmental concerns and awareness of eco-
general environmental attitudes. Attitudes are

based on values, have horizontal and vertical
friendly products among consumers have

resulted in their green buying behavior. Recent
structure and tend from general to specific.

Environmental concern appears to be a specific
increase in the number of individuals who are

willing to pay more for the eco-friendly suggests
belief which is largely embedded in cognitive

structure and should be considered an opinion
that the market for eco-friendly products is ever

expanding (Laroche et al., 2001). Marketing
rather than an attitude. Research on

environmental attitudes has largely been
experts often meet the contradiction that while

consumers are increasingly demanding
theoretical and noncumulative. While it is

possible to measure these attitudes, little is
environmental protection, their behavior does

not really reflect this attitude. They are not
known about the basic beliefs, affect or the

organization of these components. A brief
aware of the environmental impact of their

activities, they are not knowledgeable of green
review of the literature on environmental

consciousness is sufficient to confirm the
alternatives (and even if they are

knowledgeable, they do not consider these
widespread academic and political interest in

the issue of environmental concern (or
green alternatives available and feasible); and

they frequently think that action should be taken
environmental consciousness). Given this

enormous interest, the ambiguity inherent in
Green Personality : An Attitudinal Analysis of Consumers
measuring this phenomenon is paradoxical

(Ungar 1994). Particularly surprising are the
difficulties that empirical studies encounter
when attempting to approach this question from
a global perspective that integrates the diverse
psychological constructs (or dimensions)
associated to the notion of environmental
consciousness in both a theoretical and
analytical manner. Based on this definition
General beliefs/values
(Affective dimension)
Manuel Jimnez Snchez & Regina Lafuente

proposed an operationalization that permits
summary measures of this phenomenon to be
developed in different social contexts. The
proposed operationalization is empirically
based on the results of the Ecobarmetro de
Andaluca (EBA 2004); a survey on
environment-related attitudes and behaviours
among Andalusians.
Personal attitudes
(Dispositional dimension)
Pro-environmental behaviour
(Active dimension)
Information/Knowledge
(Cognitive dimension)
Figure 2.1: Dimensions of environmental consciousness
Affective Dimension
rest of nature. Dunlap and van Liere (1978)
The longest-standing and most widelydisseminated line of research on
developed a 12-item scale (and a revised

version with six items) to measure these three
environmentalism (or environmental concern)

is that proposed by Dunlap and van Liere
facets of the new paradigm or worldview. In

their empirical studies, these authors provided
(Dunlap et al. 2000; van Liere and Dunlap 1981;

Dunlap and van Liere 1978). According to this
evidence for the high internal consistency

between the different items and their validity
approach, environmentalism is a question of

values or general (primitive) beliefs on the
for discriminating between environmentalists

and the general public.
relationship between human beings and the

environment. Environmental consciousness is
Cognitive and Dispositional Dimension
addressed in terms of the level of endorsement

for the so-called new environmental (or
Social psychologists have incorporated the

affective dimension (chiefly focusing on these
ecological) paradigm (NEP). This paradigm

associates environmentalism to a general eco-
primitive beliefs or worldviews) in explanatory

models of pro-environmental behaviour. It is
centric worldview that emphasizes humanitys

need to establish a balance with nature, the
widely held in the field of social psychology that

these primitives beliefs have an influence on a
existence of limits to growth for human societies

and question humanitys right to rule over the
more specific, wider set of attitudes towards

environmental issues and a larger (direct)
impact on pro-environmental behaviour (Dunlap

et al. 2000). In line with these studies, we
(green consumerism, reducing car use, etc.).

According to this perspective, and in line with
consider that a pro-environmental worldview

(as reflected in the affective dimension) is a
our definition, environmental consciousness is

characterized by the extent to which a person
defining component of environmental

consciousness, albeit not the only one. And as
engages in pro-environmental behaviours of

diverse kinds, particularly those which are more
we will see, it is not always the most important

component of the psychological factors
costly.
associated to pro-environmental behaviour.

Following Berenguer (2000), we acknowledge
A key research question is whether

environmental attitudes predict actual behavior
that a strong point of the analyses of these

primitive beliefs or general values is the
in relevant situations. If an attitude is an

enduring set of beliefs about an object that
importance they assign to them in the formation

of pro-environmental attitudes (and behaviours)
predispose people to behave in particular ways

toward the object (Weigel, 1983, p. 257), one
within value (beliefs) - attitude (personal) behaviour hierarchical models. At the same
may expect people with a pro-environment

attitude to act in ways consistent with that
time, we believe that the relationship between

the affective dimension and the active
attitude (e.g., to recycle household waste or to

support environmental initiatives). Though
dimension (that is, pro-environmental

behaviour) is mediated by a series of
some studies have found a positive relationship

between
environmental concern and
intermediate attitudinal constructs.
ecologically responsible behaviour such as

recycling (Arbuthnot & Lingg, 1975; Kellgren &
Active Dimension
As Stern (2000) has argued, empirical evidence
Wood, 1986; Simmons & Widmar, 1990), a

large body of research has reported weak
clearly indicates the existence of different types

of pro-environmental behaviours which are
relationships between attitudes and behaviour

(cf. Wicker, 1969). For example, several
influenced by different combinations of

explanatory factors. In our operationalization
studies have found no relationship between

general ecological concern and recycling (e.g.,
of the behavioural dimension of this

phenomenon, we distinguish between three
Oskamp et al., 1991; Vining & Ebreo,

1990). Why do some studies show such
types of behaviours, or, as we have said, three

facets: environmental activism (which includes
inconsistencies
relationships?
collective behaviours such as belonging to an

environmental group, environmental protests,
Research has suggested several plausible
collaborating as environmental volunteers, etc.)

and individual behaviours which, as several
explanations:
(a) Low correlations among environmental
authors have suggested, should be

differentiated into low-cost behaviours (such as
behaviours,
Different levels of specificity in the
recycling) and others which involve higher costs
(b)
in
attitude-behaviour
measures of attitude and behaviour,

(c)
(d)
Effects of extraneous variables, and

Lack of measurement reliability and
To understand consumers attitudes and

behaviors towards the environment.
validity.
In a meta-analysis of environmental studies,
Examine what factors influence

consumers environmental or green
Hines, Hungerford, and Tomera (1986-1987)

they found stronger correlations between
consciousness
attitudes toward a specific environmental

behavior and the frequency of that behavior
On the basis of the Objectives, following

hypotheses were formulated :
than between general environmental concern

and related environmental behavior.
H1:
Younger
consumers
are
more
environmental or green conscious.
H2:
Women spend more on eco-friendly

products than men.
H3:
Higher awareness leads to more

environmentally proactive behavior.
Since behaviour is a function of both personal

and situational characteristics, Weigel (1983)
suggested that attitude-behaviour studies may
benefit from the examination of other factors
that can influence behaviour: personal
Methodology
characteristics (knowledge, motivation, or

attitudes) and situational characteristics (social
There was a sample of 121 respondents who

responded. The type of sampling was
norms, other attractive choices, or economic

constraints). In some circumstances, any of
convenience sampling in the Delhi/NCR region.

The age group of respondents is 17 Years and
these factors can influence behaviour either

directly or indirectly (by interaction with other
above. However, the qualifiers are those who

are above 16 years, owns a four wheeler or/
factors). For example, Hines, Hungerford, and

Tomera (1986-1987) found in their meta-
and two wheeler, shops at least twice a month.

The qualified responses taken are 96.
analysis that social norm, economic

constraints, and a variety of choices influence
The study is divided into two parts. One is the
pro-environment actions. Simmons and

Widmar (1990) noted that peoples confusion
Qualitative part and other one is the

Quantitative part. Qualitative part of the study
over how to put their behavioural intentions into

practice frequently inhibits recycling behavior
tries to find what the beliefs of the customers

are and what they perceive as green
even by advocates of environmental protection.

Lynne and Rola (1988) found that income
consciousness. It defines peoples perceptions,

opinions and feelings about the topic or idea
moderates the relationship between farmers

beliefs about and their practice of soil
being discussed and to determine the degree

of agreement that exists in the group. It further
conservation.
facilitates in the formation of a questionnaire

and to make Quantitative study more
Objectives and Scope of Study
comprehensive. Quantitative study then

provides the hard factual data to prove or
The following are the main objectives of this

study :
disapprove the hypothesis and satisfy the

objective.
Qualitative Study
The qualitative study was divided into 4 parts
with. A word was asked and people were asked

to respond with the word which came to their
Personal Interviews
It was administered to two sets of people. First
mind in response to that. This explored the

underline thinking of the people about various
were the Retailers in which personnel from

Chroma were interviewed and then consumers
things.
consisting of people who visited supermarkets

and were 16 years or above were asked
Sentence Completion
People were also asked to complete various
questions such as
(a) Have you ever seen/come across eco-
sentences like
1.
Buying eco-friendly things is
(b)
friendly products?
Which eco-friendly products do you have
2.
3.
CFL tubes are

Paper bags are
(c)
and why?
What does it mean to be an eco-friendly
4.
5.
Poly bags are

Solar panels should
(d)
person?
What do
6.
7.
Conserving energy is
Products with energy rating
(e)
environment?
Do you feel its important for company to
This provided us with indications of attitudes,
(f)
be environment friendly?
Are you willing to pay more for products
beliefs, motivations, or other mental states of

consumers.
(g)
that are eco-friendly?

Do you think that the religious activities
Symbolic Association
you
do
to
conserve
in the holy rivers pollute them?
In last, Symbolic association technique

provided us with deep lying attitudes of the
Word Association
After this word association technique was used
consumers since it used a negative statement

to explore what consumers thought of a certain
to find out how people associate certain words
thing. Certain statements that were used were

like
Figure 3.1: Word Association

10
Do you think plastic bags are better for
and they have been using it since a long
carrying your stuff around?

Do you think high wattage tube lights/
time and it is almost a habit now.

Companies
should
also
(g)
be
lamps provide more brightness than low

wattage?
environmentally responsible through their

CSR initiatives. Especially companies
Do you think dumping your waste in the

river or on the roadside is the easiest way
with manufacturing units and factories

should not pollute their surroundings.
to get rid of your waste?

Products which are low on energy ratings
are cheaper and better. Comment.

Its useless to buy products that are ecofriendly. Comment.
Exploratory Findings
(h)
(i)
Findings regarding demographics :

People with a strong education
background are more aware about
environment friendly concepts.
(j)
People above a certain income group are

willing to pay a premium for eco friendly
products.
This exploratory study provided us with certain

first hand results derived out of interaction. This
included
Pilot Study
(a)
People use CFL bulbs as they save

electricity.
framed a questionnaire that was administered

to a population of 36 respondents and this was
(b)
Some people prefer online banking as

facilities as they result in less of paper
named as the pilot study to find out the

correctness of the questionnaire. Various
transactions.
People are well aware about the
statistical tests were applied on the data

collected from the questionnaire such as finding
ecosystem and know that if you throw

plastic in the soil or in the river, then
value of cronbach alpha, doing a factor

analysis, etc. After the factor analysis, the
ultimately it comes back to you (when you

either consume food or drink water i.e.
whole questionnaire was divided into 3 parts

according to how it was getting loaded into the
the concept of bio magnification).

They find price as the main factor that
components. The components were mainly

identified as the Affective, Cognitive and the
deters them to buy the eco-friendly

products. They chose price over
Active dimension of ones green personality.

These provided an important implication that
environment.
People are very open to use CNG as the
all the questions were pertaining to these

classifications so a new questionnaire was
choice fuel for their vehicle. But we found

that the main reason for this is to save
developed on this basis which was used to

conduct the actual study.
money and the secondary reason is that

it will conserve the environment.
Quantitative Study
People prefer polybags as they can carry

heavy loads comparatively to paper bags
In this study, actual field work was done. A new

Questionnaire was developed on the basis of
(c)
(d)
(e)
(f)
On the basis of the exploratory research, we
11
the previous Pilot study that was conducted.

This new questionnaire was filled by the
Data Analysis and Interpretation
consumers and people who were regular

supermarket shoppers. Also some of the
Summary of Responses
responses were collected online from people

to get a vast sample group. After the
Total No. of Respondents: 36
questionnaire was filled, the coding was done

in SPSS along with its analysis.
Demographics
15-20
6%
20-25
12
34%
25-30
17%
30-35
17%
35-40
9%
Above 40
11%
Figure 4.1: Age Distribution
Male
19 54%
Female
15 43%
Figure 4.2: Gender Distribution
12
Scale Reliability Test
Factor Analysis
Before performing any tests the data collected
Factor analysis was performed with using
through the survey we needed to check

reliability of the scale for internal consistency.
Varimax Rotation on 18 items. The results of

the analysis are shown in Table 4.1. Items for
Using SPSS a scale reliability test was

administered and the results were as follows.
which Eigen values are greater than 1 are

considered and explain 64% of the eco-friendly
Reliability Statistics
behaviour. The rotated component matrix

shows a reduction in dimensions from 18 to 4.
Cronbachs Alpha
.835
The loading in the 4 components is as follows
N of Items
18
Since the Cronbachs Alpha value is greater
The components were loaded into 3

components primarily. The 4th component was
than 0.6 for the 18 questions it can be inferred

that the scale is reliable.
neglected because it was not significant. Upon

grouping the variables the components were
Component
1
I am Ready to pay more for certified eco-friendly products

I drive my car/scooter as little as possible
Younger generation is more concerned with environment
I am fully aware of environmental issues/problems
.753
.663
I am aware of laws in India that regulate or minimize pollution

People have other serious problems than environmental degradation
.584
.736
Environmental concern shown by companies is a sales gimmick

I look for environmental information when I buy everyday items
.604
.702
.762
I am Influenced by advertisements promoting electricity conservation

I am Influenced by advertisements promoting petrol conservation
.808
.737
.831
I switch off lights/fans when I leave office/class/public buildings

I use CFL bulbs to reduce my electricity bills
Polythene bags are essential and I cant give up using them

Table 4.1 : Factor Analysis
.621
I have switched brand due to ecological reasons

I am Influenced by advertisements promoting water conservation
Humans have a right to modify natural environment to suit their needs

I do the best I can to save or preserve environment
3
.572
.609
.713
.757
.626
.646
13
named as follows: 1- Attitude; 2- Awareness;

3- Action. Hence a new model was developed
Final Survey
Summary of Responses
to explain a persons environmental personality.

Using the new model a new questionnaire was
Total Respondents: 108

Qualified Respondents: 96
designed to investigate the extent to which the

above said factors influence green buying
(Above 16 years, owns a four wheeler or/and

two wheeler, shops at least twice a month)
behaviour.
Demographics
Figure 4.3: Age Distribution
14
Figure 4.5: Vehicle Ownership
Environmental Personality Score
The summary of the scores is as follows:
By evaluating the responses we have been able

to calculate the environmental personality score
Table 4.2: EPS Summary
of the respondent based on the three factorsAwareness, Attitude and Action.
Kruskal-Wallis Test
All three parameters are given equal weightage
Test Statistics
and a composite EPS is calculated out of 15.
Chi-Square
df
Hypothesis Testing
H1: Younger consumers
a,b
Asymp. Sig.
are
more
environmentally conscious (have a higher

EPS).
a. Kruskal Wallis Test

b. Grouping Variable: Age
EPscore
12.502
2
.002
Mann-Whitney U
a
Test Statistics
Mann-Whitney U
Wilcoxon W
Z
15
Kruskal-Wallis test
Test Statisticsa,b
spend
EP score
267.000
Chi-Square
df
.389
1
567.000
-3.170
Asymp. Sig.
.533
Asymp. Sig. (2-tailed)
a. Kruskal Wallis Test

b. Grouping Variable: Gender
.002
a. Grouping Variable: Age
Here we see that both test show that there is a

53.3% probability that the spending habits are
Both the non-parametric tests show that there

is only a 0.2% probability that the variation in
by chance and are not dependent on gender.

Hence we REJECT the hypothesis and
EPS is caused by chance hence the age is a

factor that determines environmental
conclude that women do not spend more than

men on eco-friendly products.
personality.
H3: Higher awareness leads to more
Ranks
EP score
Age
Mean
Rank
Sum of
Ranks
17-28
45+
48
27
39.14
23.63
1644.00
567.00
Total
75
environmentally proactive behavior.

In order to test this hypothesis a correlation was
performed on the scores of Awareness and
Action for all the 96 valid responses. The
correlation data is given below.
Correlations
Table 4.3: Ranks

EPscore
Sig. (2-tailed)
N
The above table shows the rank of 17-28 age

category is higher than that of the 45+ age
category. Thereby we can ACCEPT the
hypothesis and confirm that younger
consumers have a higher EPS score than older
Pearson Correlation
Spend
Pearson Correlation
Sig. (2-tailed)
N
consumers.
EPscore
1
spend
.785**
96
.000
96
.785**
.000
96
96
Table 4.4: Correlation Results
H2: Women spend more on eco-friendly

products than men.
Mann-Whitney U
Test Statistics
spend
Mann-Whitney U
Wilcoxon W
1065.500
2340.500
Z
Asymp. Sig. (2-tailed)
Data above shows that the correlation is 0.785

between and that it is significant. Hence we can
conclude that the hypothesis can be
ACCEPTED showing that higher awareness
leads to more environmentally proactive
behaviour.
-.624
.533
a. Grouping Variable: Gender

16
Conclusions and Suggestions

One of the objectives of this study was to
willing to pay a premium for eco-friendly

products, whereas majority of them are either
assess if gender plays an important role in

green buying behavior. The results suggest that
neutral or dont prefer the idea of paying more

for these products. In fact, 49% of the
gender does not influence the buying decision

of a consumer. Though, marketing practitioners
respondents do not even look for environment

related information on the products they are
have often believed that since women make

the purchasing decisions of a household, they
purchasing. But it has also been observed that

younger people are more environmentally pro-
would tend to exhibit a greater inclination

towards buying eco-friendly products. But men
active and exhibit a greater green buying

behavior. In the age group of 17-28, 69% of
are equally environmentally pro-active.

According to our research, both males and
respondents dont drive alone while in the age

group of 29-45, 36% dont drive alone. This
females shop more than 4 times a week (Males

44.8%, Females -48.2%) and their green
shows that the youth today prefer to go in for

car pools to cut down on fuel costs and
buying behavior is also similar. Within the

sample frame of this study, it may also be
pollution. Also it is seen that younger people

are more willing to use paper bags than the
suggested that consumers awareness is a

likely predictor of their environmentally pro-
plastic bags ( 17-28yrs 86.5% as compared

to 45+ yrs - 45.7%).The youth today seems
active behaviour, although such conclusions

may only be drawn after a more rigorous
more aware about the environmental issues

and are willing to take up measures which
analysis based of a randomly generated

dataset. The study suggests that educated
would be beneficial for the environment in the

long run.
Indian consumers are concerned about the

environment and such pro-environmental
Limitations of Study
concerns influence their green buying

behaviour to some extent, thereby leading to
This research was conducted by generating a

non-random sample and hence the results may
purchase of eco-friendly products. The results

from the descriptive statistics indicate that a
not be generalized beyond the sample frame.

The Sample size was 96 which may not be
majority of respondents are aware of ecofriendly products and tend to choose these
actual representation of entire population. More

people from different age groups could have
products but 66% of them feel that there should

be advertisements on TV and Internet which
been incorporated. Majority of the respondents

(44%), were in the age group of 17-28 yrs.
talk about these products more often, as there

is still a lot of unawareness. It is worth noting
Hence the findings could lean towards the

inclinations of this age group. The present
that respondents exhibit medium levels of

willingness to pay a premium price for eco-
research was conducted using a self-reporting

questionnaire and hence respondents bias
friendly products, suggesting that green

marketers in India may likely consider cost
may be a concern, especially in regard to the

willingness to pay premium.
cutting strategies. 37% of the respondents are

17
Recommendations
During the course of our Qualitative study, we
initiatives through TV, Internet and the print

media. Since the youth is a major target, online
found that retailers were not informing the

consumers about the benefits of purchasing
promotions could be beneficial in the long run.
eco-friendly products. Retailers should inform

the consumers about the environmental
Scope for Further Research

The study can provide managerial insights to
impacts of products and the meaning of CFC,

energy and efficiency ratings. The marketers
green marketers and policy makers to market

their green ideas and products more effectively.
today face a challenge from the environment

point of view. Due to global warming,
As already suggested, green marketers can

target the youth to promote green products.
greenhouse gas emissions, pollution, and

energy crisis, world is facing a severe threat of
Policy makers can contribute in a way by

imposing higher taxes on petrol/diesel cars as
being a very difficult place to live in. Therefore,

the marketers need to include a green
compared to hybrid ones.
approach in framing the marketing programs/

strategies. With regards to this the marketers
The study can provide awareness amongst

people in the society which may lead them to
now have to go green. It means that due care

must be taken while framing the marketing
use more green products. As discussed, people

are hesitant to pay a premium for eco-friendly
plans, strategies and policies so as to prevent

the environment and nature from any harm
products or buy a hybrid car which works on

renewable energy. Thus, it is very important to
caused due to its operations not only today but

also in future. For marketing practitioners to
spread awareness in the society about these

environmental issues to contribute towards a
promote their green strategies, it is very

important that they target they correct
greener society.
consumer group. As suggested by our study,

the youth today (between 17 28 years), is
This study can help academicians to introduce

a course related to green marketing in their
more environmentally conscious and they can

be targeted by the corporate, as they are more
curriculum. As the younger generation has

exhibited a greater Environment Personality
aware and understand the implications of using

green products. Since the males are as much
Score (EPS), it is important to further enlighten

them about the ramifications of environmental
involved as the females in making informed

choices of buying green products, companies
degradation and use of green products.
should target both these groups to promote

green products. More awareness programs are
required to propagate the idea of using ecofriendly products. Companies should probably
put larger eco-friendly labels on their products
as they are not being noticed by consumers.
Also, they need to promote their green
18
References:
Naresh K. Malhotra, Marketing Research: An
Ghosh, M. (2010). Green Marketing-A changing

concept in changing time. BVIMR-Management
Applied Orientation2nd Edition 1995, Prentice

Hall of India Ltd., New Delhi
edge , 82-92.
Paul E. Green, Yoram Wind, and Arun K. Jain
Mishra, P., & Sharma, P. (2010). GREEN

MARKETING IN INDIA: EMERGING
(1973), Analyzing Free-Response Data in

Marketing Research, Journal of Marketing
OPPORTUNITIES AND CHALLENGES.

Journal of Engineering, Science and
Research, January-March, pp45-52
Management Education , 9-14.
Manuel Jimnez Snchez and Regina Lafuente

(2010), Defining and Measuring Environmental
Rawat, S. R., & Garga, P. K. (2012). Feasibility

of Green Marketing in the Children Segment.
Consciousness, Revista Internacional De

Sociologa (Ris), Vol. 68, No. 3, September-
SIES Journal of Management , 85-96.
December, pp731-755.
Straughan, R. & Roberts, J. (1999),

Environmental segmentation alternatives: a
Sanjay K. Jain and Gurmeet Kaur (2004),

Green Marketing: An Attitudinal Analysis of
look at green consumer behaviour in the new

millennium, The Journal of Consumer
Indian Consumers, Global Business Review

2004 5: Pg 187
Marketing, 16(6), p. 558.
Passent Tantawi , Nicholas OShaughnessy (

2009 ),Green Consciousness of Consumers
in a Developing Country: A Study of Egyptian
Consumers, Contemporary Management
Research Pages 29-50, Vol. 5, No. 1
Pavan Mishra* & Payal Sharma (2010) ,
GREEN MARKETING IN INDIA: EMERGING
OPPORTUNITIES AND CHALLENGES ,
Journal of Engineering, Science and
Management Education/Vol. 3 , Pg 9 14
Ching Lin, Y., & Angela Chang, C.-C. (2012).
Doubie Standard: The Roie of Environmentai
Consciousness in Green Product Usage.
Journal of Marketing , 125-134.
Article
19
Understanding and Analysing the Training Requirements

of Middle Level Executives of Public Sector Organizations
Irameet Kaur
Research Scholar,
ITM University, Gurgaon
Global
Journal of
Management
Perspectives
1(1): 19-32
ISSN : 2348-2494
Production : AVAGS
Saumya Singhal
Lecturer,
Panchwati Institute of Engineering & Technology, Meerut
P. K. Mehta
Director-Principal,
Swami Devi Dyal Institute of Management Studies,
Barwala (Panchkula), Haryana
Abstract
The competitive pressures faced by the organization today require employees whose knowledge
and ideas are current and whose skills and abilities can deliver results. Today employees have
become the most valuable asset for any organization, attracting talent is easy but sustaining the
knowledge workers is the major challenge faced by the organizations in this competitive era. As
organization competes and changes, training becomes even more critical than before. Employees
who must adapt to the myriad of change facing organizations must be trained continually in order to
maintain and update their capabilities. Also managers must have training and development to enhance
their leadership skills and abilities. This study aims at exploring the various HRD policies to develop
their competencies, improve professional excellence and to develop management skills.
Keywords: Training, Development, HRD, Public Sector
Introduction
benefit to the work environment. Work
Workplace literacy today is defined as much

more than the three Rs of reading, writing and
performance, when good, will bring in more

profits. Your team will get more done in the
arithmetic, or physical strength and a strong

work ethic. Modern work environments require
process of your incorporation time

management at work. All employees should
good communication skills, the ability to work

in a team, time-management skills, the ability
work at managing their time more wisely.

Setting the scene to do so will improve the
to adapt to change, and to work with people

from diverse work culture. Being a business
quality of your business. This should help you

to share the problems you face in your business
owner, you want your employees to do the best

they can with their on-the-job performance.
operations. This will help you to open up some

of your own time. The problem is, you are sitting
Setting up a plan of action or a set of goals

with time management at work can be a real
there looking over information about your

profits and then you get concerned about
20
employee performance. Performance of

employee and their training is interrelated as
a result training is given on a variety of skill

development and covers a multitude of
performance form the basis of training and

training helps in improving the performance.
courses.
The significance and value of training has long
The HR functioning is changing with time and

with this change, the relationship between the
been recognized. Consider the popular and

often repeated quotation, Give a person a fish
training function and other management activity

is also changing. The training and development
and you feed him for a day. Teach a person to

fish and you feed him for a lifetime. This simple
activities are now equally important with that

of other HR functions. Gone are the days, when
but profound saying is attributed to the wisdom

of Confucius who lived in the 5 th century BC.
training was considered to be futile, waste of

time, resources, and money. Now-a-days,
Given todays business climate and the

exponential growth in technology with its effect
training is an investment because the

departments such as, marketing & sales, HR,
on the economy and society at large, the need

for training is more pronounced than ever.
production, finance, etc depends on training for

its survival. If training is not considered as a
Training, in the most simplistic definition, is an

activity that changes peoples behavior.
priority or not seen as a vital part in the

organization, then it is difficult to accept that
Increased productivity is often said to be the

most important reason for training. But it is only
such a company has effectively carried out

HRM. Training actually provides the opportunity
one of the benefits. Training is essential not

only to increase productivity but also to
to raise the profile development activities in the

organization. In this competitive era employees
motivate and inspire workers by letting them

know how important their jobs are and giving
performance is affected by various internal and

external factors, the need of the hour is to
them all the information they need to perform

those jobs.
understand those factors and make the

employees competent enough to face them
To increase the commitment level of employees
efficiently. Due to excessive competition the

work pressure is increasing thus, the
and growth in quality movement (concepts of

HRM), senior management team is now
employees need to manage their time in a

proper manner so that their performance does
increasing the role of training. Such concepts

of HRM require careful planning as well as
not get adversely affected by work pressure.

The importance of time management in the
greater emphasis on employee development

and long term education. Training is now the
workplace cannot be over emphasized. Time

really is money and the more efficient
important tool of Human Resource

Management to control the attrition rate
corporations and small business manage

employee work hours, the more efficient,
because it helps in motivating employees,

achieving their professional and personal goals,
productive and profitable these enterprises will

run. Increased efficiency reduces labor costs,
increasing the level of job satisfaction, etc. As
minimizes workplace accidents and injuries,
21
and helps companies meet production quotas.

Keeping track of when employees clock in and
Literature Review
In this competitive era an organization needs
out, along with the amount of hours workers

spend on planned tasks gives managers a
to develop certain core competencies to be a

winner among the crowd. Earlier for any
better overall picture of what an organization

is capable of accomplishing on any given day
organization finance was the life blood but now

with the changing time, human resource has
or week. Supervisors are more capable of

projecting and meeting production deadlines
become the most important asset for any

organization. In this era it is easy to get talented
and scheduling a sufficient workforce to cover

changing demands. By tracking hours worked
workforce but how to sustain that talented

workforce is the major challenge. In sustaining
and off days, employers can control labor costs

and adjust billing to reflect accurately tabulated
this workforce training of the employees plays

a very important role. A highly skilled workforce
hours performed on specific jobs. Effective time

management in the workplace involves setting
makes an organisation adaptable to change

and can help protect the business against
realistic goals, planning and prioritizing

scheduled tasks, applying sound decision-
changes in the economy
making principles, delegating responsibility,

and understanding how to motivate workers to
Developing a highly skilled workforce helps

ensure businesses operate competitively, aids
produce at optimum levels. By setting realistic

goals, supervisors and managers can help
retention and makes businesses more

productive. Training and performance of
employees better manage a work day.

Unrealistic production deadlines and quotas
employees are directly related to each other

as right kind of training helps in improving and
place undue pressure on workers and

management; but by carefully planning,
upgrading the performance of the employees

and the performance of employees leads to
prioritizing and scheduling tasks, pressure is

lessened and employees can produce more
identification of training needs.
efficiently. In the event of unforeseen

circumstances which require added human
Training and development can be initiated for

a variety of reasons for an employee or group
resources, employees will rally to the occasion

if management lends moral support. Managers
of employees, e.g.
When a performance appraisal indicates
and employees who properly plan and prioritize

job assignments tend to stay ahead of the
performance improvement is needed

To benchmark the status of
game, pacing workflow for greater productivity.

Prioritizing or scheduling jobs according to
improvement so far in a performance

improvement effort
relative importance prevents the need to put

out fires. As work is completed according to its
As part of an overall professional

development program
degree of importance, workers can feel a sense

of accomplishment without added pressure.
As part of succession planning to help an

employee be eligible for a planned
change in role in the organization
22
To pilot, or test, the operation of a new

performance management system
influencing an employees job related attributes

through such factors as increased job
However, out of the all performance of the
satisfaction and recognition (with the use of

promotional aids such as better equipment,
employees is the most important factor taken

into consideration while identifying the training
duties, and wages). The purpose of any such

system, is not only to measure the performance
needs. Performance measurement is the

backbone of a successful, innovative and high-
of human resources but also to find areas of

skill deficit for further development (through
performing government organization. Using

performance measures to track past
employee feedback), identify excess potential

that could be better utilized, and communicate
performance and forecast future outcomes is

critical to success. Performance measurement
objectives more accurately to workers . By

doing so, businesses move one step closer to
helps to clarify peoples responsibilities, forms

a sound, logical basis upon which to allocate
the achievement of their set goals and

objectives. Included here is also one other
resources, and ensures a results-oriented

focus for the entire organization. Measuring
factor that is not a direct objective of appraisals,

but becomes a valuable asset within itself. This
performance or appraising performance can

only be effective if it is done in an efficient and
simply is the provision for maintaining records

of workers that are legally viable, that can
transparent manner. Employees should have

faith on the system then only the system would
protect the business when dealing in cases of

dismissals and demotions. This is especially
be able to achieve its overall objective. The

competitive market structure operating within
important in todays society because of the

increasing legislation and regulation dealing
todays society dictates that the survival of any

businesses can only be achieved through the
with victimization and discrimination making

employers liable for all their actions.
maintenance of maximized output, and

minimized expenses. Being that the direct and
In establishing such a system, it is important
indirect costs of employing labour remain one

of the highest expenses to any business, it is
to firstly determine realistic goals that will be

expected of workers and then make these goals
only feasible that a reliable method of

optimizing labour output be implemented at all
known so workers have direction. Once set,

appraisals can be undertaken, in three steps.
times. By doing so, businesses can almost

guarantee their viability within the market
The first involves the observation and

identification of an employees work behavior,
system.
and the outcomes and achievements that are

a direct result of them. These outcomes then
Performance appraisal is one such method that

allows for the optimization of labour. In a broad
must be compared against the original goal

standards that were set for them. The second
sense , it is a formal structure that allows for

the continued measuring and evaluation of
step revolves around the evaluation and action

to be taken to counter the first step. If an
individual behavior and performance, whilst
employees performance is lacking, analysis as
23
to the reasons why must be undertaken, and

corrected through such means as increasing
means for the organization to identify training

needs. Despite the value placed on
motivation, training or even termination. If the

performance was as good, or better than
performance appraisal, it remains one of the

most neglected, least-liked, and least-rewarded
requested, then considerations of reward must

take place. Such rewards can be increased
activities that managers are asked to perform.

Thus, performance appraisal and training are
wages, and at times, movement to jobs

requiring more expertise. The last step is
one of the most important areas of concern for

any organization in todays competitive
fundamentally review and correction of the

initial goals, and the development of new ones.
environment.
In doing so, the person who set up the goals to

begin with, must examine them and decide if
A right kind of training aims at enhancing the

performance of employees, in this era of so
they were realistic and viable, in contrast to the

resources available and other such aspects of
much stress there are many factors on which

employees performance is dependent, most of
the work environment. This process requires

analysis not only of the organization and the
the time the reason for their less performance

is their inability to manage their time. Time
job or task, but of the individual, as the first

and most critical step in training. Performance
management is not just doing what has been

assigned by the right time but it refers to
appraisal, whether undertaken in a systematic

fashion or a seat-of-the-pants manner, is the
optimizing that time to its maximum and

performing the tasks with utmost efficiency and
major tool used by many organizations to

identify individual training needs and evaluate
effectiveness. Time is a special resource that

you cannot store or save for later use. Everyone
training success. Because training is

commanding a growing share of organizational
has the exact same amount of time each day.

Time not well used cannot be retrieved. Most
resources, a renewed focus on the

effectiveness of performance appraisal in the
people feel like they have too much to do and

not enough time. They blame lack of time for
training process is needed. Although

managerial awareness of the importance of
their poor finances, unachieved goals, stress,

bad relationships and not exercising their body.
training to organizational success seems to be

increasing, many managers still fail to
Wise time management can help you find the

time for what you desire to do or need to do.
appreciate the value of performance evaluation

in the training process. In most organizations,
You need time to get what you want out of life.

Waiting for more free time to appear is losing
performance appraisal appears to be, at best,

a necessary evil required of managers to justify
the game of life. Through time management

you can create the time you need, and not
decisions about rewards and promotions.

Perhaps a more important use of performance
just wait for it to come. By planning your time

wisely, you will have more time to do more
appraisal, however, is to identify discrepancies

between actual and expected performance,
things. To get rid of the feeling that you have

much to do and not enough time, feel and think
thus providing feedback for employees and a
as if you have all the time in the world. This will

24
help you feel calm and enable you to focus on

what you are doing, without stress and strain.
Objectives of the Study:

1.
To portray accurately employees view
This is not being indifferent and lazy. You

should at the same time plan your time well,
regarding performance appraisal system

and training system in organizations.
not waste it on useless matters, do everything

you can at the best of your ability, never
procrastinate, act with discipline and focus on
what you are doing. Thus, managing time is all
about how you make the most of your time
which is limited. Not being able to manage time
2.
3.
To analyze how performance appraisal

reports form the basis of training need
identification.
To identify the training needs of the
middle-level executives and design a
training module for them.
leads to various problems like less motivation

towards the work, stress, declining interest
Methodology
which ultimately effects the performance of

employees adversely. It is rightly said that MEN
The sample was collected from the employees

of Public Sector firms of Delhi/NCR region. The
TALK OF KILLING TIME BUT TIME QUIELTY

KILLS THEM, thus time is a very valuable
sample size was 50. Simple random sampling

was done. The study is based on analysis and
resource and it should be managed well.
interpretation of a questionnaire which was

distributed to 50 middle-level executives as well
Research Gap
In every organization performance of
as on the basis of an informal interview taken

of concerned executives. The questionnaire
employees is a key to organizations success

and performance of the employees can be
was a fine blend of both open-ended and closeended questions.
enhanced through right kind of training at right

time with right method adopted. The most
Questionnaire administration and interviews of
important factor for undertaking this project was

to understand how performance appraisal and
the middle-level executives were conducted.

Secondary data was collected from magazines
training needs are related to each other and

how performance appraisal forms the very
and journals. The data was analyzed with the

help of simple percentage method and
basis of identifying the training needs of

employees and identifying the training needs
represented through pie-charts.
for middle-level executives. Through this study

it has been tried to understand the importance
Data analysis and interpretation

Necessity of Training of Employees from Time
of training and performance for an organization

and how employees perceive it.
to Time
Table 1: Response on necessity of training of
employees from time to time
25
per their requirement; from this an inference

can be drawn that these respondents might not
be very interested in the training programs
conducted for them.
Training Takes into Consideration Employees
Performance As Reflected In Their Appraisal
Table 3: Response of Training Takes into
Consideration Employees Performance As
Reflected In Their Appraisal
Inference: Half of the respondents totally agree

to the statement that training is necessary from
time to time, while five percent of respondents
are totally unaware of the importance of
training.
The Periodicity of Training Imparted to
Employees is as per their Requirement
Table 2: Response on Periodicity of Training
Imparted to Employees is as per their
requirement
Inference: Performance plays an important role

in determining the type of training to be given.
But at times importance given to other type of
training over job related training makes the
employee feel that their performance is not
given much of importance.
On The Job Training Is More Beneficial In
Reaching Its Training Objectives Than Off The
Job Training
Table 4: Response of on the job training is more
beneficial in reaching its training objectives than
off the job training
Inference: More than half of the respondents
feel that the training provided to them is not as
26
Inference: All the respondents had a view that

number of trainee and duration of training
should depend upon the type of training to be
given.
Performance Appraisal Is An Important Tool Of
Identifying The Training Needs
Table 6: Response on Performance Appraisal
is an important tool of identifying the training
needs
Inference: Nearly half of the respondents feel

that ON THE JOB training is more beneficial
than OFF THE JOB training but surprisingly
some of the respondents are unaware of these
terms, this indicates lack of awareness among
the respondents regarding training concepts.
Number Of Trainees And Duration Of Training
Should Depend Upon The Type Of Training
Which Is To Be Imparted
Table 5: Response of Number of Trainees and
Duration of Training Should Depend Upon the
Type of Training Which Is To Be Imparted
Inference :Nearly all the respondents treat

Performance Appraisal as an important tool in
determining training needs however, there is a
very less fraction of respondents who doesnt
treat it as an important tool, this is because at
times the employees require that kind of
training that might not it be related to their
performance.
An Effective Training Helps In Improving An
Employees Key Result Areas (KRAs) And Key
Performance Indicators (KPIs)
27
Table 7: An effective training helps in improving

an employees Key Result Areas (KRAs) and
Inference: From the data collected and

analyzed it is seen that not a very large
Key Performance Indicators (KPIs)
percentage of executives have been part of a

job-related training program in the last three
years, and some are still not a part of any such
training program .However in order to enhance
the performance level of executives at least
once in every three years a training program
should be conducted and every executive
should be given opportunity to be a part of such
programs.
Have training programs helped employees in
improving their performance?
Table 9: Response of have training programs
helped employees in improving their
performance
Inference :More than half of the respondents

totally agree with the above mention statement
,however there are some respondents who has
no clue as to whether a training program helps
in improving an employees KRAs and KPIs.
Number Of Times An Employee Has Been Part
Of Training Program In The Last Three Years
Table 8: Number of times an employee has
been part of training program in the last three
years

got benefit from the training programs they
were part of. However there were some
respondents who feel that the training doesnt
helped them, there might be many factors
behind it like, wrong method of training,
duration, place, lack of interest on part of the
trainer or trainee, etc or most of the times area
of training and area of work are different.
28
Kind Of Training Employees Want In Future

Table 10: Response on kind of Training
Inference: Majority of the respondents feels that

on the job training is more effective as it gives
Employees Want In Future
practical exposure at work place and practical

application of the skills that are being
developed or increased during the training
process. However, some respondents feel that
off job training is more gainful as it is stress
free and more interesting.
Self Rating On The Scale Of 1-5 In
Communication Skills
Table 12: Response of Self Rating on the Scale
of 1-5 in Communication Skills
Inference: All the respondents want a training

program which can enhance their performance
at their workplace and generally HR related
training.
The Method Of Conducting A Training Program
To Make It More Effective
Table 11: Response on the method of
conducting a training program to make it more
effective
Inference: Nearly half of the respondents feel

that they are very good in their communication
skills while some fraction of the respondents
treat themselves to be good communicator.
Self Rating On The Scale Of 1-5 In Time
Management
of 1-5 in Time Management
29
Inference: Overall motivation level among the

executives is good and average however in this
competitive era high degree of motivation is
required so that they can perform their assigned
tasks perfectly.
Self Rating On The Scale Of 1-5 In Technical
Know how
of 1-5 in Time Managemen
Inference: The respondents does not consider

themselves to be very good time managers as
they feel that due to work pressures and stress
they are unable to manage their time effectively
and efficiently.
Self Rating On The Scale Of 1-5 In Motivation
of 1-5 in Motivation

are good in technical knowledge which can
make their routine office work easier and
effective.
Self Rating On The Scale Of 1-5 In Quality
Management
Table 16: Self Rating on the Scale of 1-5 in
Quality Management
30
Inference: It refers to utilizing all the available

resources to their maximum capacity, the
respondents rate themselves good, very good,
excellent, average while very, less fraction of
the respondents treat themselves to be below
average as far as optimally utilizing the
resources is concerned.
Conclusions and Suggestions
The growing knowledge intensity of the
economy and the continuous process of
globalization are forcing organizations to react
rapidly to technological changes and changes
in the market which, in their turn, create the
Inference: This concept is relatively new for the
respondents however half of the respondents
are pretty good and average in quality
management but they want to know more about
this concept.
Self Rating On The Scale Of 1-5 In Optimum
utilization of Resources
Of 1-5 in optimum utilization of resources
need for organizational changes. Combined

with the demographic development towards an
ageing population, this requires a permanent
improvement of the quality of the present and
future working population. Such being the case,
training efforts for employees in general and
for certain categories in particular should be
intensified. This should result in a higher
percentage of employees participating yearly
in a form of training, either by an optimal use
of the existing training possibilities, or by
creating additional/ new ones. For current
employees, a quality strategy should be
developed under which training is to be
considered a permanent activity constituting an
integrated part of overall productive life.
There are some recommendations drawn on
the basis of feedback taken from the executives
as well as on the basis of the research
conducted by us during the project which if
taken into consideration and implemented
properly will make this training mechanism
more effective and efficient.
31
Training programs should be more

individual trait oriented that matches the
Advantage, Human Resource Management,

37(1): 3146.
skills require to be developed for effective

completion of work.
Bartel, A.P. (1994) Productivity Gains from the
Effective feedback mechanism should be

the part of the training process.
Implementation of Employee Training

Programs, Industrial Relations, 33(4): 41125.
Exposure to work centres cum theoretical

training should be incorporated in the
Bee, F. and Bee, R. (1997) Training Needs
training module.
Training programs should be more job-
Analysis and Evaluation. London: Institute of

Personnel and Development.
oriented, focusing on the performance of

the employees.
Baldwin T. T. & Ford J. K., Transfer of training:
To accelerate the adoption of modern

management techniques in the training
A review and directions for future research,

Personnel Psychology, 1988, 63-105
programs.
Training programs should be more lively
Colombo, Emilio & Stanca, Luca. (2008). The
and interactive.
Every executive must be given an
Impact of Training on Productivity: Evidence fiom a Large Panel of Firms, Available at SSRN
opportunity to attend training for the

development of the executives as well as
Dowling, P.J., and Welch, D.E. (2005),
for the organization.

Training programs should also keep
International Human Resource Management:

Managing People in a Multinational Context.
individuals career and growth in mind.
(4th Ed), (Mason, O.H: Thomson SouthWestern).
References
Al-Khayyat,
R.
(1998)
Training
and
Frazis, H., Gittleman, M. and Joyce, M. (2000)
Development Needs Assessment: A Practical

Model for Partner Institutes, Journal of
Correlates of Training: An Analysis Using Both

Employer and Employee Characteristics,
European Industrial Training, 22(1): 1828.
Industrial & Labor Relations Review, 53(3):

44362.
Arthur, J.B. (1994) Effects of Human Resource

Systems on Manufacturing Performance
Gray, G.R. and Hall, M.E. (1997) Training
andTurnover , Academy of Management

Journal, 37(3): 67087.
Practices in State Government Agencies,

Public Personnel Management, 26(2): 187
203.
Barney, J.B. and Wright, P.M. (1998) On

Becoming a Strategic Partner: The Role of
Human Resources in Gaining Competitive
Krishnaveni, R., and Sripirabaa, B.

(2008).Capacity building as a tool for assessing
training and development activity : an Indian
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case study. International Journal of Training

and Development, 12(2), 121-134.
Raghuram, M. (1994) Linking Staffing and
Training Practices with Business Strategy: A
Theoretical Perspective, Human Resource
Development Quarterly, 5(3): 23751.
Singh Kuldeep, Impact of HR practices on
perceived firm performance in India, Asia
Pacific Journal of Human Resources, 2004,
301-317
Tannenbaum S. L. & Yukl G., Training and
development in work organizations, Annual
Review of Psychology, 1992, 399-441
Wright, P.M., McMahan, G.C. and McWilliams,
A. (1994) Human Resources and Sustained
Competitive Advantage: A Resource-Based
Perspective, International Journal of Human
Resource Management, 5(2): 30126.
Article
33
Human Resource Practices in Shopping Malls :

A Current Scenario
P. K. Sharma
Director, School of Commerce & Management,
VMOU, Kota
Global
Journal of
Management
Perspectives
1(1): 33-41
ISSN : 2348-2494
Production : AVAGS
Naveen J Sirohi
Faculty, Management, BCIPS, New Delhi
Kumkum Chaudhary
Research Scholar
Abstract
The paper examines the human resource practices prevailing in shopping malls in Navi Mumbai and
Mumbai, Maharashtra. Survey was carried out in malls as well as firms providing human resource to
malls. Random sampling method was used to select mall managers and employees for survey. Total
sample of 31 was taken and analysis was made on the basis of questionnaire and interview. The
paper also highlights ways for improving role of human resource management in malls.
Keywords: HR Practices, Shopping Malls, Performance Management, HRM
Introduction
Most of the successful companies today,
Malls in India have blank sheet of paper on

which to create HR function. In order to design
attribute their success to their Human

Resource. The importance of HRM in India was
this new function in malls, it is important to

understand what is critical to the successful
felt only in the last few decades. The primary

objective of HRM is to ensure the availability
operation of a mall and use this information to

the malls approach to HRM.
of right people for right jobs to achieve the

organizational goals effectively.
Today HRM is being used to develop
competitive advantages and therefore its role
in strategic management is the continuous
process of relating the organization with its
environment by suitable course of action
involving strategy formulation and its
implementation.
Figure 1 : Organogram of Malls in India

Human Resource Practices in Shopping Malls
34
Malls do not necessarily have as many

employees as indicated in the above
managed. Survey was carried out in malls as

well as firms providing human resource to
organogram because one person may perform

multiple roles. Most of the malls outsource
malls. The region covered for the study was in

Navi Mumbai and Mumbai, Maharashtra. In
major human resource (maintenance, House

Keeping, Security, Car Parking) to firms.
malls, the mall managers as well as few

employees were selected for survey. Random
Outsourcing is a cost effective and productive

way of managing malls.
sampling method was used in this research.

Total sample of 31 was taken and thus analysis
As Stated by Dr. Pramod Pathak & Dr. Saumya
was made on the basis of questionnaire and

interview.
Singh in their Article Fighting Attrition in Retail

in the magazine HRD, that Attrition today is
Five malls in Navi Mumbai were selected for
major challenge for retail industry. Reducing

employee turnover has thus become a strategic
HR issue as it cuts both ways. It reduces sales
and also increases costs. Human resource is
one of the most important resources for any
malls. If managed well human resource can
contribute great deal in the growth of malls. But
malls do not have Human resource department,
or even if they have only function that Human
resource department play is that of tracking
the purpose of survey:

S. Name of Mall
Total No. of
No.
respondents
1.
Palm Beach Galleria, Vashi,
4
Navi Mumbai
2.
Raghullella, Vashi, Navi Mumbai
3
3.
4.
Center One, Vashi, Navi Mumbai

In Orbit, Vashi, Navi Mumbai
6
1
5.
Little World, Kharghar, Navi Mumbai
leave and attendance.
Total number of respondents from mall is 20.
Objectives and Methodology
Also survey was done in 5 firms providing

Human Resource to Malls. These Firms are:
The objectives of this study are:

1.
To study current H.R. practices prevailing
2.
in malls.
To explore ways for improving role of
human resource management in malls.
The study of role of human resource

management in the malls is a quite challenging
S.
No.
1.
2.
Name of firm
Total No. of
providing HR to malls
respondents
Top Security, Juinagar, Navi Mumbai
1
NISA Securities, CBD, Navi Mumbai
1
3.
4.
Property Solutions India Ltd, Churchgate

Manpower Supplier Ltd, Mumbai
3
4
5.
Bright Services Ltd, Chembur, Mumbai
as not much study has been done in this area.

Also there are very few practices that are being
Total number of respondents from firms is 11.
taken up by malls in this regard. The

questionnaire was prepared for survey by
The questionnaires were filled by mall
studying literature on how the malls are

managers, managers in the firms and

employees of mall. Then, the result was
35
analyzed based on the score sheet of each test.

Data Analysis and Findings
Analysis of responses given by the mall
representatives to different questions are as
follows :
Separate Department of Human Resource
Management in Malls
The figure 2 represents that out of five malls
Figure 3: Requirement for Human Resource

Department in Malls
taken as sample, only two malls had HR

department. Functions of HR in the two malls
Facilities Provided to Employees in Malls
containing HR department was only limited to

leave and attendance.
The figure 4 represents the facilities that are

provided by the malls to their employees. It is
seen that all the malls have facility of canteen
where their employees can have their food.
Figure 2: Human Resource Department in Malls
Requirement for Human Resource Department

in Malls
All the respondents have shown (figure 3) the
requirement of HR department in the malls.
From the survey it was concluded that all the
respondents from malls thought that having an
HR department in malls would improve the
performance of malls.
Figure 4: Facilities provided to employees in malls
Training Provided to Employees by Malls

Figure 5 represents the number of malls that
provide training to their employees. It can be
concluded from the graph that most of the malls
do not provide training to their employees.
36
Figure 7: Overtime Policy in Malls

Figure 5: Training Provided to Employees by Malls
Analysis of responses given by the manager

Performance Measurement System in Malls
of firms providing Human Resource to the malls
Facilities Provided by Firms

Figure 8 represents the facilities provided by
have Performance measurement system

(PMS). It can be concluded from the graph that
most of the malls do not have PMS policy.
firms to the employees. It is seen that all the

firms provide uniform to employees. Three firms
provide travelling expenses.
Figure 6: Performance Measurement System in Malls
Overtime Policy in Malls

have overtime policy and it can be concluded
that not a single mall has an overtime policy.
Figure 8 : Facilities Provided by Firms
Training Provided by Firms

It is seen from the figure 9 that all the firms
providing human resource to malls give training
to their employees. Also it was concluded from
the survey that all the firms provided basic

functional training to employees.
37
Overtime Policy by Firms

It is seen from the figure 11 that four out of five
firms providing human resource to malls have
overtime policy
Figure 9: Training provided by firms
Performance Management System in Firms
Figure 11: Overtime policy by firms
It can be concluded from the figure10 that all

the firms had performance management
General Findings
Training Module : Training is not provided to
system. Also rewards like promotion and

punishment like termination were linked to
employees by the malls. For outsourced

employees training is provided by the firms. In
PMS.
most cases training is functional training.

Development of an individual is gives no
importance in malls.
Performance Management System: Weekly/
monthly performance report is sent by malls to
the firms providing human resource. This report
is overall performance of all employees of the
firm. Individual performance report by mall is
sent in case of extreme good/bad performance
by any employee. Individual performance
evaluation is done by the firm itself. This is done
by the manager-in-charge of particular mall.
Figure 10 : Performance Management System in Firms
38
Attrition: Attrition rate in malls is very high. It

was found that attrition vary from 40% to 70%
As Stated by Dr. Pramod Pathak & Dr. Saumya

Singh in their Article Fighting Attrition in Retail
depending on malls as well as months. It was

specially found that from April to June attrition
in the magazine HRD, that Attrition today is

major challenge for retail industry. Reducing
rate goes very high. Also during research, no

specific factor was found for employees to
employee turnover has thus become a strategic

HR issue as it cuts both ways. It reduces sales
leave organizations so frequently.
and also increases costs. Initiatives like kaizen,

training, performance evaluation, counseling,
Over time: Due to high attrition rate, over time

was very common in most of the malls. Also
grievance handling, feedback from customer

etc would surely give an edge to a mall over its
malls did not have any overtime policy. The

firms providing Human Resource to malls have
competitors. It will also increase its

employability in the market. And most
overtime policy which decided for the time limit

and amount to pay for overtime. Some of the
importantly it will help mall to give best in class

service to customer. Human resource initiative
firms arranged their manpower such that

employee who had to do overtime was placed
will thus help organization grow and flourish.
in DEAD AREA ie. Area which does not have

lot of work load and employee can take rest
A major problem faced by malls today is that

of attrition. This increases the cost of operation
while on work.
in malls. To increase commitment of

employees, employer needs to give in best to
Conclusion
get best. Human resource is the most important

resource in malls thus if human resource in mall
Today like the retail sector, Human Resource

in retail sector is also at very nascent stage.
is satisfied, they will give best quality service

to customer. This will improve brand value of
Especially malls in retail sector have very few

or no human resource practices. It is important
mall and attract customers.
that attitudinal shift takes place from

considering Human resource department as
Recommendations
Defined Processes: Processes streamline
cost center to investment center. H.R.

department plays a very important role in any
functions in organization. This leads to higher

accuracy and timeliness. It gives clarity to
organization. Vision and mission of leaders is

carried to employees by the H.R. department.
employees while performing their duties. Thus

defining processes would improve efficiency in
Also it gives shape to the structure and

processes in any organization. It streamlines
organization.
all the function in an organization. Thus malls

today need to realize the role that Human
Counseling: Most people who work in malls are

migrants from different towns in India. Many of
Resource department plays.
them stay away from their family for earning

their living. Thus may face lot of personal
problems. This also affects their work. Thus
39
human resource managers in malls need to

have counseling skills. The purpose should be
Following could be possible training topics

for employees of malls:
help employees by giving them necessary

support and care. This will enhance their loyalty
Stress management
Conflict resolution
for the organization.
Time management
Empathetic Communication
Kaizen
(Continuous
improvement):
Suggestions scheme must be initiated where
Emotional intelligence
Effect of meditation
in suggestions to be taken from employees for

the area they work. Best and most applicable
Spiritual health
Importance of small and happy family
suggestion must be rewarded. Rewards must

be given quarterly. This will encourage
Art of living etc.
employees to give their inputs for

improvements. Also it will employees feel that
Performance Management System: it is

recommended that malls have their own
their views are important to organization.
performance management system for

individual employees. As employees are all the
Grievance Handling: Employees may face

number of problems while on work. They will
time under guidance of mall manager feedback

of mall manager must be given importance
be able to deliver their work responsibilities in

efficient way when they their problems are
along with the supervisors.
looked after by employer. Unlike manufacturing

unit, major resource in mall is the human
Following could be performance evaluation

techniques:
resource. Thus investing time and money in

solving problems of employees will only add to
Performance Evaluation on Short Term Basis
the quality of service in malls.
for Shop Floor Employees:

Three months performance of employees must
Training: Today most of the training provided

by the firms who have employed people is work
be evaluated in terms of their attendance,

regularity and timeliness. The best performer
related. Malls must make extra efforts to

provide training to employees for helping live
must be given reward of travelling allowance

for one month.
their lives better. Today along with emotional

quotient (EQ) lot of importance is given to
Performance Evaluation on Long Term Basis
spiritual quotient (SQ). Thus training must be

given on topics which enhance employees SQ
for Shop Floor Employees:

Performance must be evaluated for half yearly/
along with EQ.
yearly basis in terms of their behavior,

regularity, commitment etc. Top three
performers must be given option for reward of:
a)
Employing their partner or any other
immediate kin.
40
b)
Educational facilities for employee:

books, admission fees till said amount etc
being taken care of, there is hardly any reason

that employees will leave organizations. Also it
c)
d)
Higher work responsibility

Best employee award along with cash
is to be noted that most of the outsourced

employees in malls are migrants from small
price.
towns in India. Thus creating friendly and

comfortable environment for employees would
Performance Evaluation on Short Term Basis

for Supervisors:
to great extend help overcome problem of

employees.
Performance must be evaluated for six months

in terms for their behavior with customers and
Research Limitations
subordinates, regularity, commitment,

efficiency in their work etc. and be given paid
The survey could have been conducted in a

much more comprehensive manner in the
leave/ holiday for one week.
absence of the time constraint. Due to the

paucity of time I had to limit myself to make
Performance Evaluation on Long Term Basis

for Supervisors:
use of questionnaires as the source of primary

data.
Performance must be evaluated on half yearly

basis in terms of their behavior, regularity,
Due to the lack of time the sample area was
commitment, efficiency in managing people etc.

Best performer be awarded with title best
restricted to in and around Navi Mumbai. Also

sample size was limited to 31.
supervisor of the year along with cash price.

Most of the organizations maintain utmost
Feedback from Customers: Feedback must be
taken from customer as to performance of each
confidentiality about issues like cost incurred

in human resource, cost of facilities provided
of the department which comes in contact of

customer. This will help mall to get actual
to employees by malls and agencies etc. Thus

cost benefit analysis of creating an HR
scenario of performance of employees.
department was difficult to undertake.
Education for Facility: Most of the employees

are not highly educated. Providing them
This research will help organization to make

decision whether to have separate HR
facilities to educate them would not only add

value to the employee but also to the mall. This
department in mall, and if yes what roles need

to be played by an HR manager in mall.
will also increase employees commitment

towards the mall.
Scope of Further Study
Culture of Care: Today, major difficulty faced
This research emphasizing of having H.R.

department in malls and the functions that H.R.
by malls is that of attrition. This difficulty can

be overcome by creating culture of care for
department need to undertake. Also it

emphasizes on having defined processes for
employees. If employees feel their needs are
mentioned function. It is also mentioned in the
41
research that H.R. practices in mall must be

people centered rather that process centered.
Burke, R. J. 1995. Benefits of formal training

courses within a professional services firm. The
In future this research can be carried forward

and can analyze the scope of having
Journal of Management Development, 14(3):

3-13.
employees on the pay roll of malls instead of

outsourcing H.R. to firms. This may increase
Eck, A. 1993. Job-related education and
commitment of employees. This might also

improve performance of employees.
training: their impact on earnings. Monthly

Labor Review, 116(10): 21-38.
References
Scholl,
Kuruvilla, S. J. (December 2007). The River

Side Mall: Synthesis. 14 (2).
organizational commitment from expectancy as

a motivating force. Academy of Management
R.
W.
1981.
Differentiating
Review, 6(4): 589-599

Pathak, P., & Singh, S. Attrition in retail:HRD.
24 (12).
Tannenbaum, S. I., Mathieu, J. E., Salas, E., &

Cannon-Bowers, J. A. 1991. Meeting trainees
Rao, V. (2002). Human Resource Management.

Excel Books.
expectations: The influence of training

fulfillment on the development of commitment,
Ritson, N. (2009). Strategic Management. Neil
self-efficacy, and motivation. Journal of Applied

Psychology, 76(6): 759-769..
Ritson & Ventus Publishing.

Taylor PJ, Russ-Eft DF, Chan DWL. 2005. A
Senyucel, Z. (2009). Managing Human
Resource in 21st Century. Zorlu Senyucel &
meta-analytic review of behavior modeling

training. J. Appl. Psychol. 90:692709.
Ventus Publishing.
Sheikh, A. I., & Fatima, K. (2009). Sales,
Marketing and Advertising Management:Mall
Management. Himalaya Publishing House.
Bartlett, K. 2001. The relationship between
training and organizational commitment: A
study in the health care field. Human Resource
Development Quarterly, 12(4): 335-352.
Becker, H. S. 1960. Notes on the concept of
commitment. The American Journal of
Sociology, 66(1): 32-40.
Article
42
Cloud Computing : An Adaptable Technology

for Educational Institutes
R. P. Bajpai
Associate Professor, LIS
MGCG University, Satna (M.P)
Global
Journal of
Management
Perspectives
1(1): 42-48
ISSN : 2348-2494
Production : AVAGS
Ved Pal Singh

Head- KRC
Banarsidas Chandiwala Instiute of Professional Studies,
Dwarka, New Delhi
Abstract
The objective of this paper is to briefly analyze the applications of cloud computing in present education
system. Cloud computing can be easily adapted by educational institutes to enable their students
and teachers to use the virtual resources available through clouds without much capital investment.
By cloud computing educational institutions will be freed from the technical overheads related to IT
and they can better concentrate on their core activities. The paper further discusses the factors an
educational institute should consider for selecting and deploying a cloud service.
Keywords: Cloud Computing, Educational Institutes, Adaptable Technology, Virtualization, Services
Introduction
Cloud computing is internet-based computing,
resources. Cloud resources are usually not only

shared by multiple users but as well as
whereby shared resources, software, and

information are provided to computers and
dynamically re-allocated as per demand. This

can work for allocating resources to users in
other devices on demand. - Wikipedia.
different time zones. It can be compared with

something like sharing the exterior of the
Cloud computing is a kind of computing which

is highly scalable and use virtualized resources
building and other amenities amongst people

living in a common apartment.
that can be shared by the users. Users do not

need any background knowledge of the
Cloud computing is not new because people
services. A user on the Internet can

communicate with many servers at the same
have been using some of its services, such as

Google Docs, Facebook, Twitter, e-mail, instant
time and these servers exchange information

among themselves (Hayes, 2008). Multi-
messaging, and the smartphone for years. In

his latest book, The Big Switch: Rewiring the
tenancy is the thing that makes cloud

computing special. It also focuses on
World, from Edison to Google, Carr argues

that computing will go the way of electricity:
maximizing the effectiveness of the shared
purchase when needed, which he calls utility
43
computing. His examples include Amazons

EC2 (Elastic Cloud computing), and S3 (Simple
those resources at a timely manner that too

anywhere and anytime. It also enables the
Storage) services.1 Amazons chief technology

officer proposed the following factors related
interconnectivity between users and service

providers.
to cloud computing: infinite computing

resources available on demand, removing the
Maintenance
need to plan ahead; the removal of an up-front

costly investment, allowing companies to start
Resources are stored in the cloud virtual

servers and will maintain and manage itself.
small and increase resources when needed;

and a system that is pay-for-use on a short-
The vender will take care all of these

responsibilities and users will be free from
term basis and releases customers when

needed (e.g., CPU by hour, storage by day). 2
these time and cost consuming tasks.
National Institute of Standards and Technology

(NIST) currently defines cloud computing as a
Measured service: You pay for what you use.

Usage is normally metered often per user or
model for enabling convenient, on-demand

network access to a shared pool of configurable
per hour.
computing resources (e.g. network, servers,

storage, applications, and services) that can
Cloud Computing in Education Sector

Education institutions today are under
be rapidly provisioned and released with

minimal management effort or service provider
increasing pressure to deliver more for less and

they need to find ways to offer rich and
interaction.
affordable services and tools. Cloud computing

can help provide such solutions with the
By examining them carefully, it can be

summarized that the definition of cloud
integration of software and assets the institution

owns with software and services in the clouds
computing consists of following major

characteristics:
providing them with new choices for balancing

system management, cost and security while
and
management
free:
helping to improve services.

Flexible Resource Allocation: Users can order
and use as much resources as is necessary
on demand. These resources are dynamically
Cloud computing aims mass centralization of

computing resources. This centralization which
scalable. As demand from uses grows and

shrinks, the necessary computer, storage and
is visualized as cloud gives an access to

information, processing and softwares. It is like
network capacity can be adjusted on an hourly

basis.
a virtualized computer which contains all

application and softwares needed. Cloud
Virtualization: Cloud computing stores
computing provides the significant benefits of

1) avoidance of capital expenditure and fixed
resources in virtual machines through the

Internet platform. This increases the
costs, 2) resilience and scalability, 3) business

agility and 4) green agenda.
accessibility and allows users request and use

44
Cloud Computing : An Adaptable Technology for Educational Institutes
Both public and private institutions can use the

cloud to deliver better services even as they
Categories of Cloud Computing
work with fewer resources

The basic deployment (infrastructure) models
are as follows:
Public cloud: a cloud infrastructure shared by
the general public or industry, typically owned
and managed by an organization that sells
cloud services
Private cloud: cloud services confined inside a
firewall with private control over the cloud
infrastructure. Some private enterprises run
their data centers as a private cloud
Fig 1 Categories of cloud computing
Community cloud: the infrastructure is used by

several related customers or groups with
shared requirements or other common
The various types of services provided by the

cloud are:
interests. It can be managed by the group or a

third party.
Infrastructure as a Service (IaaS): the CSP
Hybrid cloud: an approach the uses a public
procures and manages the IT infrastructure

(networks, servers, data storage), and the
cloud for some services but uses a private data

center for others means a combination of
customer provides the rest (operating system,

software applications and related services. For
different clouds is implemented.
example, Amazon Elastic Compute Cloud

(EC2) and IBM Smart Business Development
and Test. Hardware possessions (like storage)
and computing supremacy are presented as
services to clients. This enables business to
lease these Resources in spite of spending
money to purchase devoted servers and
networking tools. IaaS can be considered for
the following educational needs:
Hosting community and other public
facing websites
Storing data securely
45
Testing large scale applications in a

discrete environment before deploying
Internet. PaaS can be considered for the

following educational needs:
publicly
Developing applications that can be

shared by many users simultaneously
Database as a Service (DaaS): A more focused

type of storage which offers database as a
Creating social networks or communities

according to grade or area of study
service. DaaS on the cloud often adopts a multitenant structural design, where data of plenty
Deploying web services quickly
of users is kept in the same physical Table.
Benefits of Cloud Computing to Institutions
Software as a Service (SaaS): the CSP

procures and manages everything, including
Remote Data Centers
Data centers near cheap source of
the software applications and related services.

For example: Apples iCloud, Gmail and Postini,
electricity
Resources may even be spread across
SharePoint, WebEx and Salesforce.com.
multiple data centers to provide better

security and resilience
Software application are presented as services

on the Internet rather than as software
Pooling of Resources
packages to be purchased by any customer.

Examples are Google web-based office
Centralization of infrastructure
Servers provides software applications,
applications (word processors, Spreadsheets,

etc.), SaaS can be considered for the following
through Internet, rather them having them

installed and maintained on each platform
educational needs :
E-mail, calendar and instant messaging
independently
Online tools help to protest itself from
Desktop productivity such as document

creation and sharing
Collaborations and presence

Identify and relationship management
spam and malware

Any-Time, Infinite Scalability
If institution wishes to increase the usage,

it can be scaled any time without installing
additional hardware or software
Platform as a Service (PaaS): the CSP

procures and manages everything except the
software applications and related services. For
Pay as you Use
example: Microsoft Azure, Google App Engine

and Amazon Simple Storage Solution (S3).
Institutions simply pay for the services

they use
This refers to providing facilities to support the

whole Relevance development lifecycle
Pricing may even vary depending upon

the time
including drawing, completion, debugging,

testing, Exploitation, operation and support of
rich Web applications and services on the
46
Economic
Hardware can be redeployed or removed
Freeing up valuable real estate

Personnel cost can be cut or redeployed
teacher is able to advice in real time.

More User Friendly
Profile customization features and social

communication make educational
environment more users friendly.
Supports Environment
Reduced power consumption in the

premises
Reduced concrete jungle as the

resources are shared on the clouds
Better, greener surroundings
Concentration on Core Activity
Institutions can concentrate on education

and research rather than providing
computing services
Reduces Physical Movement
Teachers uses course virtual drive and

integrated Web Office Applications for
delivering lectures. All related material is
stored in one place.
Students and teachers access their files

from personal virtual drives as at labs,
as at home or other places. No portable
media is needed.
More Satisfied Students
Factors to Consider for Selection and
Students can use latest tools and features

without having to purchase and install
Deployment of Cloud Services

The hype of the buzz word CLOUD continues
They do not have to worry about backing

up or losing data
to grow with many success stories but at same

time the vast opportunities offered by the cloud
Their data is accessible to them from any

location and from a range of devices
have also led to chos in many cases. So to ripe

the best out of the technology without getting
Benefits of Cloud Computing to the Students
into trouble one should first analyse the various

factors before selecting a cloud service. The
factors are as discussed
Easy Access
Students enrolled to a course can access

the courseware stored in a course virtual
Value Proposition
While costs for cloud services may appear
disk
Remote students use course SkyDrive for
minimal or even non-existent, the real costs to

institution can be considerable. It is helpful to
storing their accomplished assignments
estimate costs for any legal advice associated

with the contractual negotiations, project and
Better Communication
Real time chats can be used
Web Office Applications are used for

consultations while both teacher and
student edit the same document and the
change management, and technical integration

and staffing an institutional helpdesk.
47
Contract
The provider will have a standard contract
and practitioners to advance the knowledge of

Cloud Computing in education [IBM 2009]. The
which should be studied closely. Larger

institutions are at greater risk and may wish to
IBM Cloud Academy is to provide an

organization for K-12 schools and higher
seek legal advice before signing the contract.

Issues which should be examined include the
education institutions that are actively

integrating cloud technologies into their
initial term of the contract, penalties for early

withdrawal, costs and future potential costs.
infrastructures to share best practices in the

use of clouds and to collaborate with partners
Exit strategy: How to move the data and

application to some other service provider if
to create innovative cloud technologies and

models.
institution wants to move to some other CSP?

Microsoft cloud computing in education gives
Platform
The platforms on which the applications are
better choice and flexibility to education IT

departments. The platform and applications you
provided should be assessed. Ideally the soft

ware will function the same on all devices,
use can be on-premises, off-premises, or a

combination of both, depending on your
operating systems and web browsers but this

is unlikely to be the case. It may be necessary
academic organizations needs.
to advise users to use particular platforms.

Access from mobile devices is becoming
Conclusion
Cloud computing is the latest computing
increasingly important for many students.
technique, if chosen, implemented and used

properly can prove to be a boon for education
Technical issues
The institution may have to carry out some
sector, whose main task is to impart education

and not to manage the computers, its network,
technical integration work such as automating

the creation of user accounts on the cloud
resources and the mess created out of it. This

paper discusses the various benefite of cloud
system based on data held in student

information systems or facilitate single sign-on
computing for the institutions and the students.

It further throws some light on the factors an
across systems. There may also be a necessity

to monitor usage, remove accounts or perform
educational institute should consider while

selecting and deploying a cloud service. There
other systems management activities. So one

should judge the customer support and
are still problems and constraints with

application offerings, service-level agreements,
scalability of the service provider as a pre-buy

condition.
more importantly security issues. All of the

cloud providers do not have the same capability
for their technological levels.
Different Services of Clouds for Educational

Institutes
IBM, one of the largest IT companies, launched
IBM Cloud Academy, a forum for academician
48
References
Truong, Dothang. How Cloud Computing
Choosing between Microsofts Live@Edu and

Google Apps for Education (2011).http://
Enhances Competitive Advantages: A

Research Model for Small Businesses. The
www.emergingedtech.com/2009/10/choosingbetweenmicrosoft% E2%80%99s-liveedu-and-
Business Review, Cambridge 15. 1 (Summer

2010): 59-65.
google-apps-for-education/.
Schultz, Beth, How to buy cloud computing

Services, Network World26. 19 (May 18, 2009):
27-28.
M. Armbrust, A. Fox, R. Griffith, A. Joseph, R.
Katz, A. Konwinski, G. Lee, D. Patterson, A.
Rabkin, I. Stoica, M.Zaharia. Above the Clouds:
A Berkeley View of Cloud computing.
Technical Report No. UCB/EECS-200928,University of California at Berkley, USA,
Feb. 10, 2009.
L. Vaquero, L. Merino, and J. Caceres. A break
in the clouds: towards a cloud definition.
SIGCOMM Comp. Communications Review,
vol. 39, pp. 5055 (2009).
L. Youseff, M. Butrico, and D. Da Silva. Toward
a Unified Ontology of Cloud Computing, Grid
Computing Environments Workshop (GCE 08),
pp. 110 (2008).
Barney, J.B., (1991). Firm Resources and
Sustained Competitive Advantage. Journal of
Management, 17, (1), pp.99-120.
Richard Katz, Phil Goldstein & Ron Yanosky,
Cloud computing in Higher Education
Cloud computing in education (2010). UNESCO

Institute for Information Technologies in
Education.
http://www.microsoft.com/education/solutions/
cloudcomputing.aspx.
Article
49
Ambush Marketing - Ethical or Non Ethical

Taru Baswan
Assistant Professor
Banarsidas Chandiwala Institute of Professional Studies
Global
Journal of
Management
Perspectives
1(1): 49-59
ISSN : 2348-2494
Production : AVAGS
New Delhi, India
Pooja Yadav
Assistant Professor
Banarsidas Chandiwala Instiute of Professional Studies,
Dwarka, New Delhi
Abstract
An event organized is supported by the official sponsors but through ambush marketing strategy,
although controversial, even the non-sponsors find their way by which they encroach on legitimate
sponsorships, thus giving rise to ethical and legal issues. Marketers have described the Ambush
marketing as a parasitic activity that deprives the sponsors from their rights and privileges, arising
out of the official sponsorships. The claims of the legitimate sponsors rest on the ethical consideration
that has no standing in the court of law. This Paper is an effort to voice the argument of thinking
ambushing in legal terms and protect the vested interest of the sponsors.
In the light of this paper we examine ambush marketing as a specific type of IPR infringement and
make the non-sponsors liable for the damages caused by them to official sponsors.
Key words: Ambush Marketing, Legal, Ethical, Strategies, Infringement
Introduction
Ambush marketing refers to a companys
deliberately to deprive an official sponsor of the

benefits they would otherwise receive. Thus
attempt to capitalize on the popularity of a well

known property or event without consent or
Meenaghan (1994) described ambushing as

occurring when another company, often a
authorization of the necessary parties. It is a

marketing strategy in which a competing brand
competitor of the official sponsor, attempts to

deflect the audiences attention to itself and
associates itself with major sporting events

without paying sponsorship fee. This
away from the sponsor. This practice

simultaneously reduces the effectiveness of the
association is without the permission of the

event organizer or its official partners, and the
sponsors communications while undermining

the quality and value of sponsorship opportunity
desire is to deceive the consumer into believing

that there is an official association. Ambush
being sold by the event owner. This definition

implies that any activity successfully
marketing is a premeditated activity, designed
deflect[ing] the audiences attention to itself

50
Ambush Marketing : Ethical or Non Ethical
and away from the sponsor effectively

ambushes that event. The ultimate
Literature Review
Shan Kohli (2011) through his paper, outlined
consequence of any deflection may be that

consumers mistakenly attribute sponsorship of
the lacunae existing in sports law in India

through the Commonwealth Games. He says
an event to the ambusher, rather than to the

true sponsor. Sandler and Shani (1989)
that every sporting event needs to be well

organised and have clearly defined regulations
suggested that the first instance of ambush

marketing occurred when Kodak failed to
in place to tackle various issues such as IPRs,

ambush marketing, transport regulation, ticket
secure sponsorship rights for the 1984 Olympic

Games to Fuji.
touting and land acquisition. In his opinion

opinion, if India is to make a serious bid for the
Various such cases, unearthed before the court
Olympics in the near future, one of the first

steps would be to streamline our sports
inorder to hold a corporation liable for

infringement for the activities such as selling
legislation. A study conducted by Rukmani Seth

(2010), on the various anti ambush marketing
merchandise without a license, passing off

ones brand as the official logo, using ones
legislations in different countries and found that

ambush marketing cases are on rise and the
limited right of advertising beyond what is

permitted. Since, the strategy of ambushing
judiciary of the respective state should penalize

or atleast injunct those who indulge in this
does not fit into any of the above categories,

the defendants are successful in evading the
practice. Nicholas Burton & Simon Chadwick

(2008) reveals that ambush marketing creates
liability.
confusion among consumers and generating

awareness of the non sponsored brand by
Meenaghan(1994) asked whether ambush

marketing was an immoral or illegal practice,
capitalizing on marketing opportunities passedover by, or poorly executed by, the official rights
few researchers have actually debated this

question. Predictably, event owners and official
holders in this way. Sponsors and rights holders

both must take greater responsibility for the
sponsors have regarded it as immoral, as it

threatens their ability to sell events or recoup
investment and partnership made, and do more

to prepare for and anticipate new and potential
investments made in these. However, this view

offers little practical guidance to prospective
avenues for ambushers to pursue. In a critical

review of ambush marketing, Dean Crow and
sponsors, who cannot assume competitors

share their ethical perspective.
Janet Hoek (2003), suggested that the normal

commercial protections provided by trade mark,
This paper talks, about the reasons for
copyright and passing off laws need to be

supplemented by tighter contractual provisions
existence of ambush marketing practices,

strategies by which ambushing is practiced,
between all of the parties involved in the

sponsorship of an event. Janet Hoek and Philip
claims that can be brought on the ambushers,

Strength of the laws governing the ambush
Gendall (2002), revealed that ambush

marketing will only be a commercial irritant
marketing practices.
because it has no status outside of marketing
51
jargon.
By
contrast,
passing
off,
misappropriation of trademarks, breaches of
the permission of the sports league supervising

the event. That sponsor may have already
contract, and infringement of fair-trading

statutes could provide the basis for action but
covered the stadium with its signs, or the sports

league or participating teams may have made
not the exact reprieve to the plaintiff.
an earlier agreement perhaps even an

exclusive one to let a different sponsor hand
Types of Ambush Marketing
out shirts. In either case, ambush by degree

clutters the available marketing space; takes
Direct Ambush Marketing
advantage of the participating teams and

supervising league to a greater extent than they
Predatory ambushing: Intentional false claims
permitted; and dilutes the brand exposure of

official sponsors, including the other
to official sponsorship by a non-sponsor and/

or intentional false denial by a non-sponsor
promotional efforts of the ambushing company

(hence the alternative term self-ambushing).
concerning a market competitor s official

sponsorship, in each case with the intent to
Indirect Ambush Marketing
confuse consumers and gain market share

from the competing official sponsor.
Ambushing by association: The use of
Coattail ambushing: The attempt by a brand
imagery or terminology not protected by

intellectual-property laws to create an illusion
to directly associate itself with a property or

event by playing up a connection to the
that an organization has links to a sporting

event or property This form differs from
property/event that is legitimate but does not

involve financial sponsorship.
direct coattail ambushing in that there exists

no legitimate connection between the event/
Ambushing
likeness
property and from direct ambush by

infringement in that the sponsored event/
infringement: The intentional unauthorized use

of protected intellectual property. Such
property has no property rights in the images

and/or words that create the illusion.
properties can include the logos of teams or

events, or making use of unauthorized
Values-based ambushing: Tailoring by a non-
references to tournaments, teams or athletes,

words and symbols.
sponsor of its marketing practices to appeal to

the same values or involve the same themes
Ambushing by degree: Marketing activities
as do the event and/or its promotion, such that

audiences attracted to the event or its
by an official sponsor above and beyond what

has been agreed on in the sponsorship
marketing will likewise be attracted to the nonsponsors marketing Essentially a reversal
contract. For example, an ambush by degree

of a sports event may involve a sponsors
from push to pull of the causal processes

through which direct coattail ambushers
handing out free promotional T-shirts without
create sponsor/event-unapproved mental
via
trademark/
52
association with their products, this form of

ambushing differs from ambushing by
An application of ambushing by distraction in

which the ambusher-marketed product is the
association in that the ambushing business

begins by observing the events promotional
event/property itself, parallel-property

ambushing does not intrude upon the
scheme and drawing inferences as to its

existing thematic content, as opposed to
experience of audience members (who remain

free to attend whichever event or patronize
observing the events audience and creating

new thematic content in hopes that consumers
whichever property they deem more attractive),

but it does divert audience dollars and
will associate the event with the thematic

content created.
attendance figures from the preexisting event/

property, interfering with the efforts of that
Ambushing by distraction: Setting up a
events/propertys financial backers to recover

their largely fixed production costs.
promotional presence at or near an event, albeit

without making specific reference to the event
Incidental Ambush Marketing
itself, its imagery, or its themes, in order to take

advantage of the general publics attention
Unintentional ambushing: It is possible for
toward the event and the audience members

awareness of their surroundings This form
media coverage to make passing mention

of, e.g., the manufacturer of an athletes
of ambush amounts to free riding upon

the positive externality that the event creates
equipment/clothing or the provider of a service

used by the events technical staff or in-person
for the surrounding area by anchoring public

and individual attention there.
audience. Although in most cases most

members of an events mass-media audience
Insurgent ambushing: The use of surprise
will not infer that the mentioned business is an

official sponsor of the event, such that the
street-style promotions (blitz marketing) at an

event or near enough to it that the ambushing
mention is harmless free publicity for the nonsponsoring business, it is possible that some
business can identify and target audience

members The active version of passive
broadcast-audience members will at some

point draw some inference of official
ambushing by distraction, insurgent ambushing

not only takes advantage of positive
sponsorship.
externalities but creates negative externalities

by intruding upon attendees experiences of the
Saturation
ambushing: Saturation
ambushers increase their broadcast-media
event and detracting from those experiences

quality.
advertising and marketing at the time of an

event but make no reference to the event itself
Parallel property ambushing: The creation or
and avoid any associative imagery or

suggestion Essentially a form of ambushing
sponsorship of an event or property that bears

qualitative similarity to the ambush target and
by distraction attenuated by the absence of

advertisers physical proximity to the event and
competes with it for the publics attention
their resulting lack of contact with in-person
53
audience members, saturation ambushing

merely capitalizes on the increased broadcast
an event, a sub-category within the event, or

contributing to a players pool. Meenaghan
media attention and television audiences

surrounding the event
also noted that advertising coinciding with a

sponsored event or other promotion, deflecting
attention away from the event, could also be
considered ambushing.
Reasons for Existence of the Practice of

Ambush Marketing:
Sponsoring Media Coverage of an Event:
Ambush marketing campaigns are ephemeral:
Those events where the sponsorship rights to

the event itself do not include associated media
Due to the short time span of the public events,

it becomes very difficult for the event organizers
rights. Consequently, some sponsors learn that

their rivals have obtained broadcasting rights.
to exercise their legal options to curtail the

practice.
This is illustrated in the 1984 Olympics where

Kodak gained the sponsorship of the ABC
Limitation of Laws: Existing laws have general
broadcasts of the event whereas Fuji had

purchased the exclusive category rights to this
application to the menace of ambushing

marketing, due to the lack of proper and
event from the IOC, it was considered that they

had a legitimate right to publicity that might be
stringent legal system, very few organizers

have brought suits against the ambush
generated by the event. Kodak infringed upon

this right by purchasing the broadcasting
marketers.
sponsorship rights thereby associating with the

event and deflecting the attention of the
Corporations are able to defend themselves:

Due to the lacunas in our existing legal system,
audience. when it purchased the broadcasting

sponsorship rights, thereby gaining an
corporations are able to find out the solution to

defend themselves and comes out with the
association with the event and access to its

audience.
success against the allegations.

Introduction of category exclusivity in 1984, by
Apart from the above facts the major concern
is that the organizers are disinclined to file suit
the IOC prohibited Kodak from obtaining any

exposure opportunities, once Fuji had secured
against the large corporations with the fear of

alienating the large corporations, who are not
the Games sponsorship. The Games drew such

a large audience, Kodak would have exercised
the current sponsors but can be the prospective

sponsors in the future events.
many of the other promotional options open but

it simply chose to capitalise on an ancillary
Ambush Marketing Strategies
promotional opportunity that was legitimately

available to promote the brand.
There are four strategies which are identified

and commonly employed by the marketers.
From a legal point of view, it is clear that
These comprise sponsoring media coverage of
Kodaks action did not breach the contract Fuji

54
held with the IOC. Rather, the IOC, in order to

maximize the revenue from both sponsors and
competitors might have safeguarded the official

sponsors of the event.
broadcasters, failed to shield its sponsors

sufficiently.
Making a Sponsorship-Related Contribution to
Sponsoring a Sub-Category within an Event :
a Players Pool : Competitor of official sponsors

can also sponsor teams or individuals
In the 1988 olympic games, IOC ensured its

own streams of revenue by conferring official
competing within specific events. This strategic

move can be viewed in the Australian Olympics
sponsorship rights to Kodak while Fuji, obtained

the sub sponsorship of the U.S swimming team
where adidas sponsoring Ian Thrope played

in the event whose official clothing sponsor was
by which it was believed that Fuji usurped the

agreement. However, from Fujis point of view,
Nike for the Australian Olympic team.
they had not realized their official sponsor rights

and sneaked the advantage of other
Although the appearance of players wearing

apparel from a rival would certainly have irked
opportunities that was available.
official apparel suppliers, engaging in subcategory sponsorship may be a legal activity.
In an another case similar to the above, The

National Hockey League (NHL), representing
As Curthoys & Kendall point out, many

individual or team sponsorships would have
21 ice hockey teams, generated a substantial

amount of its income by selling licences to
been entered into well before bidding for event

sponsorships commenced.
manufacturers for using the NHL logo, or the

logos of its member teams. Coca Cola signed
Remuneration made to the individuals or teams
a contract with NHL entitling the company to

become official soft drink supplier. On the other
raise the question of whose rights should

prevail-those of individual athletes or teams,
hand, PepsiCo obtained advertising rights

through Molson Breweries, which held
or those of sporting associations and event

owners?
broadcasting rights to the NHL. The NHL sued

Pepsi for passing themselves off as official
The brand endorsement contracts entered into
sponsors or as having an official association

with the NHL. But, because Pepsi had used
by the Indian cricket team clearly exemplify the

potential for conflict between event sponsors
disclaimers in their advertising, stating that they

were not official sponsors of the event. The
and individual sponsors. Team members

lucrative endorsement contracts generate
Court ruled that there was no evidence to

support the allegation of passing off. NHL could
significant personal revenue and run counter

to the International Cricket Council (ICC)
not secure the sponsorship rights of the

CocaCola, rather a more strong contract with
ruling, that restricts players from endorsing the

products of companies who are the rivals of
CocaCola including the broadcast rights or

some provision that prevented the holder of
ICC sponsors for 30 days either side of ICC

events.
these from on-selling them to CocaColas

55
Discussion above, suggest that companies

involved in sub-category sponsorship have not
Sydney Olympics, which involved a series of

advertisements featuring famous Australian
necessarily engaged in illegal behavior.

Although official sponsors may see the
\athletes and posters with slogans such as

Australia Wide Olympic Sale where most of
appearance of rivals insignia at an event as

likely to create confusion, this argument
the people believed that Qantas was the official

sponsor and only few identified Ansett as the
overlooks the fact that rivals have the right to

promote their sponsorship associations.
official sponsor.
Engaging in Advertising that Coincides with a
Ambush Marketing Regulation

Incidences in the past have proven that ambush
Sponsored Event : Rivals of official sponsors

can also purchase normal advertising time and
marketing is unethical and it is very important

to have stringent intellectual property protection
space. Event owners and official sponsors

have viewed intense advertising by a
beside what is provided in the current regime.

The practice of ambush marketing has
competitor during or around a sponsored event

as another form of ambush marketing. Large
jeopardized the ability of the event organizers

to preserve top sponsors, ambush marketing
international sporting events, such as the

Olympic Games or Football or Cricket
impacts the resources of event organizers

posing a threat to their economic interests
tournaments, draws very large audiences, and

the advertisements shown during the interval
resulting in a dent in their budget.
period of the event may deflect the attention

of at least some of them.
As India has not been able to provide specific

anti ambush marketing laws and thus the
Official sponsors are even more concerned
redress to the issues of ambushing, needs to

be addressed by the Trade Marks Act, 1999,
about the themed advertising that features

competitors from sponsored events. For
the Copy Right act, 1957 , the Emblems and

Names Act, 1950 and the common law notion
example, during the 1992 Winter Olympics,

McDonalds were the official sponsors of the
of passing off.
U.S. team, yet Wendys featured Kristi

Yamaguchi, an Olympic champion figure skater,
In deficiency of statutory provisions with respect

to ambush marketing, it becomes intricate for
in its advertising (see Jensen 1995 p3). Yet

while McDonalds viewed Wendys behavior as
the plaintiffs to ask for the damages and claim

their rights against the defendants.
ambushing, Wendys argued they had a right

to maintain their brand image during the
Claims that can be brought against Ambush
Olympic Games, using airtime available to all

advertisers.
Marketers:
Curthoys & Kendall (2002) discussed Qantas
Passing off, Sponsors taking the respite

through passing off, the event organizer would
campaign in the period preceding the 2002
need to show that, it has an established

56
reputation or goodwill with reference to the

event being held, the non sponsor has made a
morality aspect is often highlighted, critics call

ambush marketing parasitic marketing, as
misrepresentation by way of its marketing, that

they are the official sponsors and the sponsors
companies are consciously looking for ways to

take credit of the event despite protests from
has suffered or is likely to suffer damage as a

result of this misrepresentation. This legal
organizers and events official sponsors.
protection, although not sufficiently provide

protection against ambush marketing, but is
Meenaghan (1996) pointed out that many of

the activities previously labelled ambush
potentially a highly precious tool in skirmishing

the ambush marketing menace.
marketing, competitive advertising during and

around sponsored events for example, are now
Trade mark infringement, When the event
seen as legitimate activities suggesting that the

event owners have accepted the brand
organizer has a registered trade mark, and a

similar trademark is used by an unauthorized
competition in sponsorship and associated

activities.
sponsor, then the event organizer can

commence proceedings for trade mark
a)
To safeguard the rights of the official
infringement.
sponsors of the event the owners should

reduce the number of sponsorship
Copyright infringement, Where an event

organizer has a logo created in connection with
categories they sell. As the revenue from

sponsorship has increased, the
a specific event, any unauthorized duplication

of that logo shall breach the copyright.
temptation to increase the number of

sponsorship levels and classes has also
Registered design right infringement, Emblems
grown.
Event owners need to manage the sale
b)
and logo can also be registered as designs and

when these are unofficially replicated then it
and differentiate between the event

sponsorship
and
broadcasting
amounts to infringement. The event organizer

can stop further duplication and can claim
sponsorship of the events. As Shani

&Sandler (1999) noted, event owners can
damages on account of profits arising from the

infringement.
generate considerable revenue by

accepting bids for telecast rights.
Suggestions
However, broadcasters must also recoup

the expense of securing rights, which may
Ambush marketing is contentious and

infrequently litigated issue which calls for the
entail selling more advertising space and

offering sub-sponsorship rights within
framing of specific laws to address the issues

cropping from ambushing. Whether ambush
event telecasts.
Event owners must also develop legal
c)
marketing is ethical or simply smart business

practice remains controversial. In the absence
protection of the rights they sell to official

sponsors. The organizing committee for
of legislative provisions or precedents, the
the Sydney 2000 Olympic Games
d)
e)
57
successfully formulated new legal

protections as part of a comprehensive
marketing, which involves full registration of

trademarks and copyright material at state and
brand protection strategy. The Sydney

2000 Games (Indicia and Images)
federal levels, and internationally. IOC closely

monitored the manner in which Olympic marks
Protection Act 1996 formed part of a

carefully articulated strategy to minimize
were used and prohibited unauthorised use of

the same. They also made a provision of
the incidence of ambushing at the 2000

Olympic Games (though Curthoys &
conducting audit programmes, together with

photo audits of commercial activity within the
Kendall question the strength of the

provisions this Act introduced). Similarly,
Olympic venues and mystery shopper

programmes to detect unauthorised
in response to the International Cricket

Councils the South African government
merchandise. The IOC also designed an

education programme intended for all sectors
introduced the Merchandise Marks

Amendment Act 2002, to reduce
to increase knowledge of ambush marketing

and to bring disgrace to the ambushers. Shani
ambushing at the 2003 ICC World Cup.

This latter legislation contains provisions
& Sandler (1999) recommend the use of an

education programme, designed to ensure the
to provide confinement to the directors

of companies that are involved in
consumer awareness about the sponsors and

non sponsors of an event. The IOC has crafted
ambushing activities.
Before the introduction of specific
aggressive advertising campaigns that criticize

alleged ambushers as cheats that deserve
legislation to tackle the potential for

ambush marketing, event owners and
public approbation. These advertisements

suggest that ambushers are attempting to
sponsors had to rely on trademark and

fair trading statutes. However, the new
deceive the public and undermine the rights

secured by their competitors. However, it is
laws introduced may afford additional

protection, but the onus still lies on event
not clear whether this advertising clarifies the

status of the official sponsors; ironically, it could
owners, to prove that a violation occurred

or that confusion was a expected
actually reinforce awareness of the rival.
outcome of a rival traders behavior.

There must also be a concerted effort by
Conclusion
Trademark or copyright infringement, passing
event owners to provide transparency as

to the actual rights purchased. In
off, reverse confusion or unfair competition can

only be a stop gap arrangement, not a
addition, these rights should be protected

via tighter contractual provisions with all
permanent solution to the scenarios of ambush

marketing.
parties.
According to Meenaghan, the categorization of
An IOC report on the Salt Lake City 2002 Winter
Olympic Games also set out several measures
ambush marketing as ethical or unethical

depends on broad or narrower view one takes.
to condense the incidence of ambush
He says that if no compensation is made to

58
the event organizers by the sponsors then the

practice can be named as unethical. In regard
It is very difficult to give a straightforward view

categorizing ambush marketing practices as an
to this there are some ethical theories:

Utilitarianism and Kantian moral theory.
ethical practice or not. An event of an

international repute plays an important role in
According to the Kantian theory, actions are

moral when they are motivated by obligation.
invigorating economies and sports of a country

as well as promoting tourism, impacting
When the theory is applied to ambush

marketing, implies that a company has a duty
economic growth of a state. If the organizers

are unable to restrain the threats arising out of
towards its shareholders to engage in ambush

marketing since it is a business choice and
the ambushing, it shall prevent sponsors not

to participate in such events. It becomes the
company executives have a duty towards

shareholders to maximize profit which proves
duty of the organizers to provide safety to the

rights of the sponsors and safeguard their
the ambush marketing practices as ethical.
interest, for this reason Paul OSullivans and

Patrick Murphys suggest to draft an
The same argument is proved by the

utilitarianism theory which says that a decision
international code of conduct for businesses

which will set certain rules regulating the
should produce the greatest good for as many

as possible. This again proves ambushing as
sponsorships of the events and protect the

legitimate rights of the sponsors.
ethical inevitably though, this is detrimental to

a minority (sponsors and event organizers).
References :
According to the Corporate Social

Responsibility concepts, emerging to guide the
Coulson, N. (2004). Ambush marketing. Brand

Strategy, February 2004(179), 32.
functions of corporate explains, that ambushers

(a corporate ) have an ethical responsibility
Crompton, J.L. (2004). Sponsorship ambushing
towards society and when they form false

association with the event, this responsibility
in sport. Managing Leisure, 9(1), 1-12.
is violated. The concept embrace that a

companys CSR should hold companies back
Farrelly, F., Quester, P. & Greyser, S.A. (2005).

Defending the co-branding benefits of
from engaging in ambush marketing altogether,

since ambushing also harms the event
sponsorship B2B partnerships: the case of

ambush marketing. Journal of Advertising
organizers and the official sponsors.
Research, 45(3), 31-39.
According to Dick Pound, a former vice

president of the IOC, explained that the board
Hoek, J. & Gendall, P. (2002). Ambush

marketing: more than just a commercial irritant?
finds ambush marketing erroneous not only

because an ambusher does not pay the
Entertainment Law, 1(2), 72-91
obligatory fees, but also because someone

appropriated something that didnt belong to
Lans Retsky, M. (1996). One persons ambush

is anothers free speech. Marketing Law,
them.
30(14), 14.
59
Lee, M.S., Sandler, D.M. & Shani, D. (1997).

Attitudinal constructs towards sponsorship: 6)
Payne M (1991). Ambush marketing: Immoral

or imaginative practice. Paper presented at
scale development using three global sporting

events. International Marketing Review, 14(3),
Sponsorship Europe
Barcelona, Spain.
91
Conference,
159-169.
Payne, M. (1998). Ambush marketing: the
Lyberger, M.R. & McCarthy, L. (2001). An
assessment of consumer knowledge of,
undeserved advantage. Psychology &

Marketing, 15(4), 323-331.
interest in, and perceptions of ambush

marketing strategies. Sport Marketing
Shani, D. & Sandler, D. (1998). Ambush
Quarterly, 10(2), 130-137.
marketing: is confusion to blame for the

flickering of the flame? Psychology &
Meenaghan, T. (1998). Ambush marketing:

corporate strategy and consumer reaction.
Marketing, 15(4), 367-383.
Psychology & Marketing, 15(4), 305-322.
Shani, D. & Sandler, D.M. (1989). Olympic

sponsorship vs. ambush marketing: who gets
Meenaghan, T. (1996). Ambush marketing a

threat to corporate sponsorship. Sloan
the gold? Journal of Advertising Research,

29(4), 9-14.
Management Review, 38(1), 103-113.

Townley, S., Harrington, D. & Couchman, N.
Meenaghan, T. (1994). Point of view: Ambush
marketing: immoral or imaginative practice?
(1998). The legal and practical prevention of

ambush marketing in sports. Psychology &
Journal of Advertising Research, 34(5), 77-88.
Marketing, 15(4), 333-348.
Natal Witness (2003). Ambush marketing fight

at World Cup sinks to new lows. 19
http://indialawjournal.com/volume4/issue_4/
article_5.html
F e b r u a r y. h t t p : / / w w w. l e g a l b r i e f . c o . z a /
view_1.php?artnum=9133. Accessed 07
http://www.sportslaw.in/wp-content/uploads/
August, 2003.
2 0 11 / 1 2 / A m b u s h - M a r k e t i n g - a n d - I n d i a n Law.pdf
OSullivan P & Murphy P (1998). Ambush

marketing: The ethical issues. Psychology and
Marketing. 15 (4), 349-366.
Parker K (1991). Sponsorship: The research
contribution. European Journal of Marketing,
25(11), 22-30.
Book Review
60
Author
Publisher
Gupta S L
Excel Books
Number of Pages
Cost
814 Pages
Rs 400/-
Title
Sales and Distribution Management

Text and Cases with SAP applications : An Indian Perspective
About the Book

This book is designed to be a comprehensive
reasonably comprehensive and in a well-timed

fashion resulting in the intensive cultivation of
study on Sales and Distribution Management

for not only management students but even for
sales. Thus Sales and Distribution now days

have become an effective management tool for
working managers discussing the different

theories and principles on the subject in the
marketers. The book is designed to serve as a

textbook for the students taking up marketing
context of Indian marketing environment, from

a practical and result-oriented perspective.
as their specialization in Management

Institutes.
Challenging ideas and practical tips can be

learnt through case discussions given in this
Case methodology has now become a very
book. In Indian Economy the importance of

marketing continues to grow day by day where
popular teaching methodology for making

students learn how to handle business issues
a rising income of people along with growing

demand for all types of products has gone up
in various functional areas. This requires

students to get themselves knowledgeable by
giving rise to an increase in production of

various types of consumer goods. The survival
understanding concepts, precepts, tools and

techniques leading them in analyzing various
of any business as of today in both national

and international markets depends upon how
cases with perfection. Consequently, case

studies have been included in this book to give
effectively selling functions are performed.

Selling decisions have to be made with
students a close insight into actual business

situations where they can diagnose problems
accuracy with the support of factual information
and then taking a decision in the light of various
Priyanka Rawal
61
facts of cases. This book also enables the

practicing managers to regulate and improve
Sales and distributing go hand in hand and it is

equally important to know the distribution
their selling skills being a better performer

contributing towards a sustained organizational
system as this helps marketers to make their

products available to their target markets.
growth.
Hence Blocks IV, V and VI explain how

distribution systems can lead to satisfied
The book is split into six main blocks dealing

with Sales and Distribution Management. First
consumers for any organization. Conceptual

clarity of distribution system is important for
block gives an insight into the basics of Selling

Management with a focus on recruitment,
marketing managers and as per the nature of

the product this varies. Also role of channel
selection, training, compensation, appraisal

and motivation of sales personnel. It even
members in making goods reach from the point

of manufacturing to the point of sale is been
explains the concept of Territory Management,

Sales Budgeting and control. Second block
discussed in this section. An understanding of

the functional areas of Logistics and
talks about various techniques used by

marketers in managing sales like relationship
warehousing has been discussed in block five.

Block six forms the last part of the book and
marketing and use of Internet as a sales aid.

Third Block gives a description of various sales
explains concepts in retail management,

merchandise techniques, distribution of
promotion strategies required for revenue

generation and getting a good ROI.
services and finally familiarizes students with

SAP features.
Priyanka Rawal
Assistant Professor
IPER-Bhopal
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Global Journal of Management Perspectives

Vol. 1, No. 1, Jan - June 2014

Shri Sultan Singh, Founder GFRD

Dr. Shamsher Singh, Associate Professor, BCIPS-Dwarka

Dr. Charu Shri, Associate Professor, ITM University, Gurgaon

Ms. Tanushree, Assistant Professor, BCIPS-DWARKA, New Delhi

Ms. Amita Panghal, Assistant Professor, GCW-Murthal

Ms. Priyanka Rawal, Assistant Professor, IPER-Bhopal

Prof. S. K. Jain, Professor, Delhi School of Economics, University of Delhi

Prof. Nawal Kishore, Director, School of Management Studies, IGNOU

Dr. Sanjeev Marwah , Director, Era Business School, New Delhi

Dr. P K Sharma, Director, School of Commerce & Management, VMOU, Kota

Mr. Vaibhav Shri, Bechtel India Pvt. Ltd., Gurgaon

Dr. Rajiv Kumra, Associate Professor, IIM, Lucknow

Dr. Davinder Sharma, Associate Professor, BCIPS-Dwarka, New Delhi

Dr. Aarti Loomba, Assistant Professor, BCIPS-Dwarka, New Delhi

Dr. Anil Malik, Associate Professor, MMC, Ghaziabad (U.P.)

Global Journal of Management Perspectives

strategic competitive advantage. Environmental

(Meadows et al., 1972) is necessitating

consumers who are environmentally conscious

attitude and behavior of consumers (Weigel et

understanding of consumer preferences in this

environment and environment related issues

more market-applicable approach to sustain in

a wide range of eco-friendly products choices

One type of environmentally conscious

from fashion, cars to gadgets. Businesses that

behavior is environmental consumerism (green

manufactured with an marketing mix have a

that are benign towards the environment. Some

Global Journal of Management Perspectives 1, 1 (2014): 4-18

Ankita Popli, Shreya Muralidhar, Naresh Popli

examples of these products are household

not by them but by other institutional actors,

or paper, recyclable or reusable packaging,

The present research paper assesses the

containing ingredients that are biodegradable,

Green Personality of consumers in the Delhi/

perfumes. These types of ecologically safe

factors that affect the green consciousness of

available items that can facilitate the long-term

play a crucial role in determining the green

identify if higher awareness leads to

Previous research conducted internationally

consumers is continuing to evolve and that

Environmental attitudes are conceptualized in

acceptance of eco-friendly products and

beliefs and affect toward an object (Thomas A.

Buying eco-friendly products have become all

environment as an object is difficult to define

environmental concerns. Increasing proenvironmental concerns and awareness of eco-

general environmental attitudes. Attitudes are

friendly products among consumers have

structure and tend from general to specific.

increase in the number of individuals who are

belief which is largely embedded in cognitive

that the market for eco-friendly products is ever

rather than an attitude. Research on

experts often meet the contradiction that while

theoretical and noncumulative. While it is

environmental protection, their behavior does

known about the basic beliefs, affect or the