3574 A Mahta/ Elixir Management 36 (2011) 3574-3580

Available online at www.elixirjournal.org

Management
Elixir Management 36 (2011) 3574-3580

3S - Management: Management by Spirituality, Sensitivity and Sustainability

(A review of ancient literature with special reference to Indian corporate
culture)
A Mehta
Christ University Institute of Management, Bangalore.

A R TI C L E I N F O A B ST R A C T
Art i c l e h i st ory : During the recent phase of globalization many companies have contributed towards
Received: 20 May 2011; improved social development, through providing jobs, building an industrial base, paying
Received in revised form: taxes, earning foreign exchange, they have also been linked publicly to interference in
8 July 2011; sovereign affairs, deepening disparities in wealth, poor labor conditions, corruption, transfer
Accepted: 18 July 2011; pricing, pollution incidents, health and safety failings, and the disrespect of human rights
(Warhurst 1998). There are, appreciably, several cases of companies in India involved in
K ey w or d s diverse issues such as health-care, education, rural development, sanitation, micro-credit and
women empowerment, arts, heritage, culture, and conservation of wildlife and nature, etc. In
Spirituality,
Vedic mythology, business has been seen as a legitimate, integral part of the society. Its core
Sensitivity,
function is to create wealth for the society through manufacturing, domestic distribution,
Sustainability,
foreign trade, financing and other such related activities. (Arora and Puranik 2004;Talwar
3S- Management,
2008,).This paper provide a review of ancient literature for the management of Indian
Corporate Culture.
corporate culture with special reference Spirituality, Sensitivity and Sustainability .It
proposed a theoretical framework in terms of 3S-Managmenet model for the instrument
development and testing in future research.
2011 Elixir All rights reserved.

Introduction culture can be changed to increase organizational effectiveness

Organizational climate could be determined by measuring
the level of participation, freedom of expression, performance
standards, and interaction with small barriers, large number of
stimuli, freedom to experiment and building on earlier ideas.
Creativity is a key element to competitive advantage. The term
Corporate Social Responsibility (CSR) includes environmental,
social, and human rights-based impacts and initiatives of
companies (Ward and Fox 2002) and many countries in both
industrialized and the third world take the concept and practices
seriously (Hopkins 2003).
For example, Kroeber et al (1952) compiled a list of 164
definitions of "culture from literature. While its presence in
sociology and anthropology is ubiquitous and almost as old as
the disciplines themselves, the introduction of organizational
culture to the field of organizational studies is generally
credited to Pettigrew in 1979 (Detert et al, 2000).When the
context is right, creativity techniques can play their role in
raising the level and type of creativity within organization (Peter
Cook, 1998). The term culture has different meanings. Culture
in the early 1980s was about explaining the concept, and often
prescribed methods for studying and diagnosing culture; while
later research was concerned with a more utilitarian approach
and asked questions such as what use may be made of the
gained information? (Hofstede, 1986). A new line of enquiry
began around 1987 about the effects of culture on an
organizations performance (Arogyaswamy and Byles, Brown,
1992; 1987; Croft, 1990; Lewis, 1994; Nicholson et al., 1990;
Petrock, 1990; Saffold, 1988; Sherwood, 1988; Van Donk and
Sanders, 1993; Whipp et al., 1989); and whether and how
(Bettinger, 1989; Critchley, 1993; Fitzgerald, 1988; Hayes and
Lemon, 1990; Poupart and Hobbs, 1989; Saraph and Sebastian,
1993; Smith et al., 1994).
Spirituality-Management for Peace
From an organizational perspective, a key factor for this
growing interest is various benefit claims that arise from
enacting spirituality at work. Several studies have provided
evidence that spirituality is correlated with organizational
performance, higher profits and success (Quatro, 2002; Mitroff
and Denton, 1999; Neck and Milliman, 1994). People, today is
exploring philosophy, transpersonal psychology, meditation,
Yoga, Vedanta, Buddhism, Taoism, and many other spiritual
schools of thought. There has also been an increasing interest in
integrating spirituality and management as the numbers of
articles on spirituality in management journals are increasing
(Kale and Shrivastava, 2003). For example, many spiritually
based organizations have also made honesty their prime focus
(Kriger and Hanson, 1999; Burack, 1999). Chinmayananda
(2003) asserted that from time to time an ancient philosophy
needs intelligent re-interpretation to apply effectively in the
context of modern times. Recent developments in global
managerial practice challenge the view that spirituality is a
private matter; business is an inherently impure pursuit; religion
is unavoidably divisive; corporate work must be dull and
meaningless; and that men are masters of their destiny. Instead,
there is a growing belief that spirituality is intimately connected
with purpose and meaning (not so much as religion and
God); business can be ethical, compassionate and moral;
corporate work can be fulfilling, if it can be imbued with

Tele:
E-mail addresses: mehta0108@gmail.com
2011 Elixir All rights reserved
3575 A Mahta/ Elixir Management 36 (2011) 3574-3580
purpose; and that there is a transcendent force or being that
defines purpose in human affairs (Gunther 2001; Sharon 2002).
Neck and Milliman (1994) identify individual creativity and
intuition as benefits of practicing spirituality at work.
Spirituality can expand the frontiers of consciousness beyond
the normal boundaries, leading to increased intuition and
creativity (Krishnakumar and Neck, 2002). Spirituality at work
also breeds awareness, which in turn breeds intuition, and
intuition in turn leads to creativity (Freshman, 1999).Managerial
effectiveness is predominately culture specific (Sharma, 2001).
This means each country and community need to develop their
own system of developing managerial effectiveness. For
example the Bhagavad-Gita is an ancient Indian spiritual and
philosophical text and is more than 5000 years old. Other
researchers link these benefits to values.
Using Jaques theory, King and Nicol (1999) suggest that
people placed in roles that match their potential capability
should achieve full capacity and therefore, meet their spiritual
goals. Some researchers link these benefits with religious faith.
For example, Christians work towards the common good of the
community and the society as a whole (Krishnakumar and Neck,
2002).
Veda Vyasa, author of Mahabharata, explains essence of
dharma by stating:O men! Essence of dharma lies in living
together on the earth like brothers and prosper by using the
immense resources of the world. It will eliminate all the ills &
sorrows and lead to attainment of cosmic peace for
all.(Shruyatam Dharmasvarsvam Shrutva Cheevavdhayertam,
Prithva Bhratarbhavena Bhujyatam Vijvaro Bhava)
Ye are the salt of the earth: but if the salt have lost his
savour, wherewith shall it be salted? it is thenceforth good for
nothing, but to be cast out, and to be trodden under foot of men.
Ye are the light of the world. A city that is set on an hill cannot
be hid. Neither do men light a candle, and put it under a bushel,
but on a candlestick; and it giveth light unto all that are in the
house. Let your light so shine before men, that they may see
your good works, and glorify your Father which is in heaven.
Matthew 5:13-16 KJV
"He who has done an atom's weight of good will receive his
rewards, and he who has done an atom's weight of evil will
receive his punishments." The Holy Quran, 99:7,8
"Can you hold a red-hot iron rod in your hand merely
because someone wants you to do so? Then, will it be right on
your part to ask others to do the same thing just to satisfy your
desires? If you cannot tolerate infliction of pain on your body or
mind by others' words and actions, what right has you to do the
same to others through your words and deeds?" (Live and let
Live)- Lord Mahavir
When the mind is cleaned with the jewel of spiritual
wisdom, it does not become dirty again. -Sri Guru Granth
Sahib
Sensitivity- Management for People
Andrews (1987) of Harvard, founder of corporate strategy
identifies personal values and aspirations and acknowledged definite limits upon environmental consumption and
obligations to people in society other than shareholders as its
two important components. Oketch (2004) argues a successful
business strategy for social cohesion is to foster integrity in
internal governance while promoting positive engagement in
communities in which company operates. It has been observed
that consumers consider switching to another company's
products and services, speak out against the company to
family/friends, refuse to invest in that company's stock, refuse to
work at the company and boycott the company's products and
services in case of negative corporate citizenship behaviours
(Edenkamp, 2002).
As Warhust (2001) points out, the three major elements of
CSR are product use which focuses on contribution of industrial
products which help in well being and quality of life of the
society, business practice which focuses on good corporate
governance and gives high impetus for the environmental well
being and equity which tries for distribution of profits equitably
across different societies especially the host community.CSR is
considered inbuilt in the business existence of the traditional
firms in the emerging markets like India (Mohan, 2001).Human
right applies universally to all. The process of identifying
vulnerable groups within the health and human right generated
from the pressing reality on the ground that stemed from the fact
that there are certain groups who are vulnerable and
marginalized lacking full enjoyment of a wide range of human
rights, including rights to political participation, health and
education. Vulnerability within the right to health framework
means deprivation of certain individuals and groups whose
rights have been violated from the exercising agency (Yamin,
2005). In India, childrens vulnerabilities and exposure to
violations of their protection rights remain spread and multiple
in nature. The manifestations of these violations are various,
ranging from child labour, child trafficking, to commercial
sexual exploitation and many other forms of violence and abuse.
With an estimated 12.6 million children engaged in hazardous
occupations (2001 Census), for instance, India has the largest
number of child labourers under the age of 14 in the world.
Child labour in the agriculture sector accounts for 80 per cent of
child labour in India and 70 per cent of working children
globally (Jaswal, Patro, et al., 2006).In the present situation of
globalization and liberalizations, role of corporate governance
has ecome more important not only for the survival and growth
of corporate sector, but also for social responsibility of corporate
governance. To quote, Governance structures are changing
fundamentally at all levels locally, nationally and globally.
The way this transition develops will have critical implications
for the abilities of communities and countries to address the
challenges of economic competitiveness, social cohesion and
sustainable development. (Andriof & McIntosh, 2001:213)
Thus, it is clearly understood that corporate governance can
meet be seen without corporate social responsibility.
Sustainability- Management for Prospects
Environmental policies governed by weak sustainability
care for nature in the sense of balancing the benefits of
economic growth against environmental protection. Proponents
of weak sustainability claim that this policy has always been part
of the classic aims of economic thinking to optimize human
welfare (e.g. Solow 1993). Sceptics, however, believe that the
sustainability agenda is misguided insofar as it departs from
these traditional aims (e.g. Beckerman 1994). In contrast,
environmental policies governed by strong sustainability pose
degradation. Proponents of strong sustainability claim that
natural capital is critical, its loss irreversible, and that therefore
it cannot be the object of substitution (Jacobs 1991, Daly and
Cobb 1994). Some add that the natural world in general has a
value of its own. Sceptics, however, suggest that the distinction
between strong and weak sustainability might be illusory, unless
the natural world is ascribed a value of its own, distinct from its
value as capital (e.g. Holland 2000).
3576 A Mahta/ Elixir Management 36 (2011) 3574-3580
Sustainability in India with special refences to agriculture
sector
There are negative impacts on human health because of
agricultural inputs such as fertilizers and pesticides. Although
enhancing agricultural production is important for maintaining
food security, the maintenance of the ecosystems, particularly
coastal ecosystems is equally important (TERI, 1995). Intensive
agriculture that uses high yielding varieties of seeds has an
adverse effect on the environment because of its greater
dependence on the use of chemical inputs and water. Among the
coastal states of India, rise in water table, groundwater depletion
and soil salinity are reported in different areas (TERI, 2000).
Agricultural development in India underwent two phases: until
the mid -sixties, production increased on account of the
expansion of the area dedicated to crop production; during and
after the mid-sixties, emphasis has been laid on increasing land
productivity through increased input use. High yielding varieties
of crops, which were highly responsive to fertilizers and
irrigation, were introduced in Indian agriculture in a process that
came to be known as the Green Revolution. The Green
Revolution led to increased crop production, increased food
production and food security and saved forest and land resources
by improving productivity, creating direct and indirect
employment opportunities and improving the agrarian economy.
India has become self reliant in food-grains. The success of the
Green Revolution lay primarily in its increased use of fossil
energy for fertilizers, pesticides and irrigation to raise crops, as
well as in the use of improved seeds (TERI, 2000).
The right to health does not mean the right to be healthy,
nor does it mean that poor governments must put in place
expensive health services for which they have no resources. But
it does require governments and public authorities to put in place
policies and action plans which will lead to available and
accessible health care for all in the shortest possible time. To
ensure it happens is the challenge facing the human rights
community and public health professionals.
Mary Robinson, Former UN High Commissioner for Human
Rights
Among the elderly, the widows, poor and disabled
constitute those who are more disadvantaged. Widows face
structural disadvantages associated with gender and marital
status. There is striking gender differential that exists in the
ownership of property and assets and in the participation of their
management. At all India level, aged women like those in other
age groups suffer from lack of ownership of property and
financial assets and participation in their management compared
to aged men in both urban and rural India (National Sample
Survey, 52nd Round, 1998). Lack of property ownership affects
their access to resources like food, housing, health etc. Visual
impairment, hearing problem, locomotor problem (difficulty in
walking) and problems in speech are common forms of
disability among elderly. Senility and neurosis are common
mental illness reported among elderly (National Sample Survey,
52nd Round, 1998).
Conclusions
I know the path: It is straight and narrow; It is like the edge
of a sword; I rejoice to walk on it .I weep when I slip. Gods
word is He who strives never perishes I have implicit faith in
that promise. Through therefore, from my weakness I fail a
thousand times, I shall not lose faith-Mahatma Gandhi
According to Balasubramanian (1998:2) India has a rich
tradition of governance standards from ancient times. The
consistence practice of dharma or righteousness in conduct has
been a key commandment in the scriptures. Accountability to
society at large and to its sub-sets has been a prescribed norm,
though it may not always have received the level of compliance
that it deserved.The pre-independence phase characterized by
nationalism and the Swadeshi spirit, and based on the Gandhian
tenets of trusteeship. India hosted an international
seminar on Social Responsibility of Business in 1965. It was
held under the convenorship of J.P. Narayan. The Gandhian
philosophy of trusteeship - that business must regard itself as
trustee of the interest of the community at large was mooted as
a viable path to secure the participation of business. The seminar
adopted a statement called the Delhi Declaration. (P & P
Group, 1996:16-17) Peters and Waterman (1982) see innovative
companies as characterized by creative people developing new
products and services under continuously changing environment.
Radical innovation refers to products and processes that result
from advances in knowledge whereas incremental innovation
refers to the continual process of improvement of techniques
(Tidd, Bessent & Pavitt, 1998). Brown (1994) defines a concept
called Total Innovation Management (TIM) which concerns
itself not only with product development but with implementing
creativity across all aspects of an organization.After a through
literature review following Theoretical Framework for 3S-
Management in Indian Corporate Culture (Proposed) can be
further tested for empirical verification and practical
implications of the concept(See Figure 1).
Spirituality-Possible dimension for the testing of theoretical
framework and for the development of survey instruments
1. Business Ethics
2. Change Management
3. Coaching and Mentoring
4. Competency Building
5. Conflict Management
6. Corporate Communications
7. Diversity Management
8. Emotional Intelligence
9. Employee and Work Engagement
10. Employee-Employer Branding
11. Human Resource Development
12. Leadership
13. Learning
14. Managerial Effectiveness
15. Morale Buildings
16. Motivations
17. Organization and/or Corporate Culture
18. Organizations Development
19. Satisfaction and Commitment
20. Self Discipline
21. Stress Handling
22. Trust and Loyalty
23. Turnover and Absenteeism
24. Value Creations
25. Vision, Mission and Objectives
Sensitivity- Possible dimension for the testing of theoretical
framework and for the development of survey instruments
1. Corporate Governance
2. Empathy
3. Equality and Justice
4. Hunan Rights
5. Industrial Relations
6. Quality of life
3577 A Mahta/ Elixir Management 36 (2011) 3574-3580

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Author Biographical notes
Arpita Mehta had received B.B.A., M.B.A., M.F.A.,
PGDHRM and Lic, (III) from well known Indian universities.
She is an M.Phil, Research Scholar at Christ University Institute
of Management, Bangalore, India. She has more than four years
of industry experience. She is an Ex SAP FICO Consultant. Her
research interest includes ERP, Entrepreneurship, Strategic
Management and Research Methodology.
Email:.mehta0108@gmail.com