international conference on contemporary management (iccm...
TRANSCRIPT
PROCEEDINGS
International Conference
on
Contemporary Management (ICCM) - 2014
"Empowering People Towards Sustainable Development"
Faculty of Management Studies & CommerceUniversity of Jaffna, Sri Lanka
14 & 15 , March 2014th th
URL : www.jfn.ac.lk / macos / ICCM - 2014
e-mail : [email protected]
T.P : 0094 (0)21 222 3610
Printers : Harikanan Printers,
Jaffna, Sri Lanka.#681, K.K.S Road,
ISSN:
International Conference on Contemporary Management (ICCM) - 2014
� 2014 Faculty of Management Studies & Commerce
University of Jaffna, Sri Lanka.
Published by : Faculty of Management Studies & Commerce
University of Jaffna, Sri Lanka.
ii
Responsibilities for the content of the full papers included in the publication remain with
these respective authors.
Disclaimer :
2362-0536
EDITORIAL COMMITTEE
Members : Prof. T. Velnampy
Mr. V. A. Subramaniyam
Mr. S. Ramesh
Mrs. S. Anandasayanan
Mr .S.Sivesan
Mr. M. Karunanithy
Dr. B. Nimalathasan
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Chair :
Co - Chair :
Convener :
Editorial Committee :
Action Committee :
s
Prof. T. Velnampy
Dean /Faculty of Management Studies & Commerce
Prof . K. Thervarajah
Head
Mr. E. Ratnam
Head/Department of Marketing
Mr. V.A. Subramaniam
Head/Department of Financial Management
Mr. S. Balaputhiran
Head/Department ofAccounting
Mr. M. Karunanithy
Senior Lecturer / Department of Marketing
Prof. T. Velnampy
Mr. M. Karunanithy
Mr. V.A. Subramaniam
Mrs. S.Ananthasayanan
Mr.S.Ramesh
Mr. S. Sivesan
Prof. T. Velnampy
Mr. M. Karunanithy
Mrs. S.Ananthasayanan
Mr. S. Sivesan
/Department of Commerce
Mrs. S. M. C.MahendranAloysious
Head/Department of Human Resource Management
Dr. B. Nimalathasan
Dr. B. Nimalathasan
ORGANIZING COMMITTEE
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Sponsoring Committee :
Decoration and Hall Arrangement Committee:
Food and Refreshment Committee:
Prof. K. Thevarajah
Mr. E. Ratnam
Mr. K. Sivarajah
Mrs. S.M.C.Mahendran
Mr. S. Balapathran
Web Committee :
Mrs. J. Thevananth
Mr. K. Siyanthan
Mr. T. Thavaruban
Mr. R. Pratheepan
Mr. D. Jonney
Mr. U. Thavapalan
Mrs. J. Thevananth
Mrs. M. Raveeswaran
Mr. V. Kumaradeepan
Mrs. P. Vijitha
Miss R. Thuraisingam
Miss T. Murugesu
Mr. D. Jonney
Mr. S. Mahalingam
Mr. K. Vasantharupan
Mr. V. Tharmakulasingam
Mr. I. Sureshkumar
Mr. T. Pratheesh
Mr. V.A. Subramaniam
Mr. S. Balaputhiran
Mr. S. Sivesan
Mr. J.Aloy Niresh
Mr. R. Kajananthan
Mr.A.Ajanthan
Aloysious
v
Transport and Accommodation Committee:
Session Programme Committee:
Mr. S. Ramesh
Welcome and Entertainment Committee (Reception and Registration):
Mr. K. Sivarajah
Mrs. S.Ananthasayanan
Mrs. P. Muraleetharan
Mrs. S. Balagopi
Mr. V. Sritharan
Mr. K. Nagajeyakumar
Mrs. S. M. C.Mahendran
Mr. S. Balaputhiran
Mrs. S. Shanmugathas
Miss T. Nadarajah
Miss R. Thuraisingam
Miss T. Murugesu
Mrs. D. Sabina
Miss P. Sivapalan
Miss T. Kanagalingam
Mr. S. Sivanenthira
Mr. R. Kajananthan
Mr. R. Pratheepan
Mr. U. Thavapalan
Miss M. Sorubini
Mrs. R. Yogendrarajah
Mrs. T. Raveendran
Mrs. T. Sivaskaran
Mrs. S. Vaikunthavasan
Mrs. J. Thevananth
Mrs. S. Balagopi
Mrs. S. Shanmugathas
Mr. S. Siyanthan
Mr. T. Thavaruban
Mrs. J. Nishanthan
Aloysious
Miss K. Thurairajah
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PANEL OF REVIEWERS
Prof.(Ms) V.Arasaratnam University of Jaffna, Sri Lanka.
Prof.T.Velnampy University of Jaffna, Sri Lanka.
Prof.M.Nadarajasundram University of Jaffna, Sri Lanka.
Prof.A.Sanmugathas University of Jaffna, Sri Lanka.
Prof.K.Maran Sai Ram Institute of Management Studies, India
Prof. K.Kugabalan University of Jaffna, Sri Lanka.
Prof. K.Visakaruban University of Jaffna, Sri Lanka.
Prof.G.Mihunthan University of Jaffna, Sri Lanka.
Prof.N.Shanmugalingam University of Jaffna, Sri Lanka.
Prof.S.Krisnaraja University of Jaffna, Sri Lanka.
Prof.M.Rahunathan University of Jaffna, Sri Lanka.
Prof.S.Yogaraja Eastern University, Sri Lanka.
Prof.S.Satheeyaseelan University of Jaffna, Sri Lanka.
Prof.M.Vethanathan University of Jaffna, Sri Lanka.
Prof.R.Maithree Wickramasinghe University of Kelaniya, Sri Lanka.
Prof. S.Maheswaran University of Peradeniya, Sri Lanka.
Prof. P. Balasundarampillai University of Jaffna, Sri Lanka.
Prof.S.Soosai University of Jaffna, Sri Lanka.
Prof.V.Nanthakumar University of Peradeniya, Sri Lanka.
Prof.K.Sivananthamoorthy University of Jaffna, Sri Lanka.
Prof.N.Gnanakumaran University of Jaffna, Sri Lanka.
Prof.S.Gobalakrisnaiyer University of Jaffna, Sri Lanka.
Prof.V.L.V.Sudharsan Annamalai University, India
Prof.M.A.Bhageerathy Queenmary College, India
Prof.V.Manivasagar University of Jaffna, Sri Lanka.
Dr.B. Nimalathasan University of Jaffna, Sri Lanka.
Dr.K.Kalamany University of Jaffna, Sri Lanka.
Dr.T.Mangaleswaran Vavuniya Campus, University of Jaffna, Sri Lanka.
Dr.E.Y.A.Charles University of Jaffna, Sri Lanka.
vii
Dr.K.Suthakar University of Jaffna, Sri Lanka.
Dr.A.Ramanan University of Jaffna, Sri Lanka.
Dr.S.Mahesan University of Jaffna, Sri Lanka.
Dr.A.Puspanathan Vavuniya Campus, University of Jaffna, Sri Lanka.
Dr.G.Jayaseelan Vavuniya Campus, University of Jaffna, Sri Lanka.
Dr.S.Sanathirasekar University of Jaffna, Sri Lanka.
Dr.S.Arunthavaraja University of Jaffna, Sri Lanka.
Dr.K.Kajavinthan University of Jaffna, Sri Lanka.
Dr.S.Vijiyakumar University of Jaffna, Sri Lanka.
Dr.M.Alfred University of Peradeniya, Sri Lanka.
Dr.K.Kajenthira University of Colombo, Sri Lanka.
Dr.(Mrs).T.Mihunthan University of Jaffna, Sri Lanka.
Dr.T.Dharsanan University of Jaffna, Sri Lanka.
Dr.M.I.M.Hilal South Eastern University, Sri Lanka
Dr.K.Kanesharajah South Eastern University, Sri Lanka
Dr.M.I.M.Kaleem South Eastern University, Sri Lanka
Dr.R.Antony Raja University of Jaffna, Sri Lanka.
Dr.S.Gunabalan South Eastern University, Sri Lanka
Dr.V.Sundareswaran University of Jaffna, Sri Lanka.
Dr.S. Rahuram Trincomalee Campus, Sri Lanka.
Dr.(Mrs).T.Nithiyaluxmy La Trobe University, Australia
Dr.T.Morayas Open University, Sri Lanka
Dr.(Mrs).V.Maithily University of Jaffna, Sri Lanka.
Dr.A.M.M.Navaz South Eastern University - Sri Lanka
Dr.(Mrs).S.Kalpana University of Jaffna, Sri Lanka.
Dr.A.Jahfer South Eastern University - Sri Lanka
Dr.(Mrs).A.Sivapalan University of Jaffna, Sri Lanka.
Dr.V.Hemanthakumar Sairam Institute of Management, India
Dr.Aruna G Gamage University of Sri Jayawardenapura, Sri Lanka.
Dr.K.G.A.Uthyakumara Rajaratta University of Sri Lanka.
Dr.S.Sudharaja Rhapsoby Education Private Ltd, India
Dr.(Mrs).A.Tharshanan University of Jaffna, Sri Lanka.
viii
Dr.S.Prasantha University of Colombo, Sri Lanka.
Mr.K.Kanagasingam Eastern University - Sri Lanka
Mrs.S.M.C. Mahendran Alosiuos University of Jaffna, Sri Lanka.
Mrs.R.Yogenthiraraja University of Jaffna, Sri Lanka.
Mrs.T.Sivaskaran University of Jaffna, Sri Lanka.
Mrs.T.Raveendran University of Jaffna, Sri Lanka.
Mr.J.Robinson University of Jaffna, Sri Lanka.
Mr.M.Karunanithy University of Jaffna, Sri Lanka.
Mr.B.Prahalathan University of Kelaniya, Sri Lanka.
Mrs.K.Karunanithy Trincomalee Campus, Sri Lanka.
Mr.N.Kengatharan University of Jaffna, Sri Lanka.
Mrs.K.Lingesiya University of Jaffna, Sri Lanka.
Mr.S.Ramesh University of Jaffna, Sri Lanka.
Mr.S.Balaputhiran University of Jaffna, Sri Lanka.
Mr.S.Sritharan University of Jaffna, Sri Lanka.
Mr.S.Vimal University of Jaffna, Sri Lanka.
Mrs.P.Muraleetharan University of Jaffna, Sri Lanka.
Mr.S.Sivesan University of Jaffna, Sri Lanka.
Mr.S.Achchuthan Sabramuga University, Sri Lanka.
Mrs.S.Anandasayanan University of Jaffna, Sri Lanka.
Mrs.J.Thevanath University of Jaffna, Sri Lanka.
Mr.V.A.Subramaniam University of Jaffna, Sri Lanka.
Mrs.S.Shanmugathas University of Jaffna, Sri Lanka.
Mr.S.Rajeskanna University of Jaffna, Sri Lanka.
Mr.M.B.M.Ismile South Eastern University, Sri Lanka
Mr.A.M.M.Mustafa South Eastern University, Sri Lanka
Mrs. Salfiya UA.Jalw South Eastern University, Sri Lanka
Mrs.A.M.Jariya South Eastern University, Sri Lanka
Mrs.Sareena Umma M.A.G South Eastern University, Sri Lanka
Mrs.S.Balagobei University of Jaffna, Sri Lanka.
Mr.I.L.M.S.Mahir South Eastern University - Sri Lanka
Mr.S.Sivarajasingam University of Peradeniya, Sri Lanka.
ix
Mr.A.L.M.Jameel Rajaratta University of Sri Lanka.
Mr.T.Hetiyarahi Rajaratta University of Sri Lanka.
Mr.S.Rajumesh University of Jaffna, Sri Lanka.
Mr.S.Pathmathasan Open University of Sri Lanka
Mr.P.Pratheepkanth University of Jaffna, Sri Lanka
Mr.V.R.Ragel Eastern University of Sri Lanka
Mr.S.Sivathasan University of Jaffna, Sri Lanka.
Mr.G.Vigneswaran Eastern University of Sri Lanka
Mr.R.Sahayaseelan Eastern University of Sri Lanka
Mrs.S.Srimuraleetharan University of Jaffna, Sri Lanka.
Mrs.V.Bavaneshan University of Jaffna, Sri Lanka.
Mr.S.Selvamanogaran University of Jaffna, Sri Lanka.
Mr.S.Saravanabavan University of Jaffna, Sri Lanka.
Mrs. T. Janaki Vavuniya Campus, University of Jaffna, Sri Lanka.
x
CONTENTS
xi
MESSAGE FROM THE VICE-CHANCELLOR
MESSAGE FROM THE CHAIR
MESSAGE FROM THE CONVENER
KEYNOTE ADDRESS
The Sri Lankan Knowledge Economy: Opportunities and Challenges
Fluency, Flexibility and Originality in thinking towards Managerial Empowerment
and Sustainable Development
Ma;Tf;fl;Liufs;
kl;lf;fsg;gpy; mopf;fg;gl;l ,U rpthyaq;fs; : Xu; tuyhw;wha;T 01-07
jkpou; gz;ghl;by; Nkiy ehfupfj;jpd; jhf;fk; ,yq;ifj; jkpou;fspd;
gz;ghl;il ikakhff; nfhz;l Ma;T 08-15
Mya kN`hw;rtf; fpupiaapy; eldk; 16 -23
irtrpj;jhe;j Nehf;fpy; rka ey;ypzf;fk; tpNrlkhf MWKfehtyiu
mbg;gilahff;nfhz;lJ. 24-38
,e;J - ,];yhkpag; gz;ghl;by; ju;`hf;fs;:
jkpo; ehl;bidr; rpwg;ghff; nfhz;l xU tuyhw;Wg; ghu;it 39 - 47
gpd;fhydpj;Jt Nehf;fpyhd xg;gpyf;fpa Ma;TfSk;
mtw;wpd; gaDk; 48 - 56
,e;Jg;gz;ghl;L kugpy; FkuFUguhpd; mwtpay; rpe;jidfs; :rpwg;ghf ePjp newp
tpsf;fj;ij mbg;gilahff; nfhz;l Ma;T 57 - 65
jpUf;Fwspy; fhzg;gLk; gpuNahf xOf;f nka;apaw; gz;Gfs; 66 - 71
“,e;Jf;fspd; ghuk;ghpar;nrhj;Jf;fSk; ,e;Jr;rl;l eilKiwfSk; -
Xh; rkfhy Nehf;F” 72 - 79
xii
goe;jkpou; tho;tpaypy; tpUe;Njhk;gYk; ,d;iwa eilKiwAk;. 80 - 89
,yq;ifj; jyGuhzq;fs; Gyg;gLj;Jk; fpuhkpag; gz;ghl;L kuGfs;;. 90 - 96
aho;g;ghzj;jpy; tPuirtg; gz;ghl;L kuGfs; - tPuhfkj;jpid
mbg;gilahff; nfhz;l Xu; Ma;T. 97 - 105
rq;f ,yf;fpa Ma;tpy; Nguhrpupau; f. ifyhrgjpapd; gq;fspg;G 106- 109
rpthfkq;fs; $Wk; fpuhkefuj; jpl;lkply; - rpthyaq;fis ikag;gLj;jpa
Xh; Nehf;F 110 - 119
ngh.ifyhrgjp Nehf;fpy; ngupaGuhzk; Xu; ghu;it 120 - 131
fhspjhruJ mgpf;QhdrhFe;jyj;jpy; fhzg;gLk; urq;fs; 132 - 139
<oj;J etPd jkpo;f; ftpijapd; Njhw;wk; : kW kjpg;gPL 140 - 146
ehl;Lg; Gwtpaypy; KUfg;ngUkhdpd; fhtb eldk; 147 - 151
aho;g;ghz ,ir kugpy; fjhfhNyl;rgk; 152 -160
gaph;r;nra;iff; fld; ney; cw;gj;jpapy; Vw;gLj;Jk; jhf;fk; 161-171
aho;g;ghzj;Jg; gz;ghl;L tsh;r;rpapy; ehl;Lf;Nfhl;ilr;nrl;bfspd;
tfpghfk; : xU tuyhw;WNehf;F 172-185
tWikapd; Njhw;wKk; mjd; tpisTfSk; Xu; cstpay; ghu;it : Nfhg;gha;
nry;tGuf; fpuhkj;jpid mbg;gilahff; nfhz;l Xu; tpNrl Ma;T 186-196
murpay; fyhrhu mgptpUj;jpapy; kjj;jpd; tfpgq;F: ,yq;ifia ikakhff;
nfhz;l Xh; Ma;T 197-203
gy;fiyf;fof khztu;fspd; mbg;gilj; Njitfspy; xd;whff; ifalf;fj;
njhiyNgrp : aho;g;ghzg; gy;fiyf;foff; fiyg;gPl khztu;fis
mbg;gilahff; nfhz;l Ma;T 204-214
Rdhkpapdhy; ghjpf;fg;gl;l kf;fSk; ,d;iwa tho;f;ifepiyAk;:
fy;Flh gpuNjrk; gw;wpa xU rpwg;G Nehf;F. 215-221
aho;g;ghzf;Flhehl;bd; fpof;Ff;fiuNahu cUttpay; khw;wq;fs;;;;;;;:
fly;kl;l khw;wj;jpid mbg;gilahff; nfhz;l Ma;T. 222-232
MESSAGE FROM THE VICE-CHANCELLOR
History of the higher Education in Jaffna cannot be considered without University of Jaffna.
University of Jaffna has been established to cater the needs and development of the region.
As the seat of formal tertiary education, it has worked hard to sustain its standard in
teaching, research and community based activities. University of Jaffna is one of the
renowned higher educational institutions in Sri Lanka, which imparts knowledge in
multidisciplinary areas including Commerce and Management Studies and has produced
number of graduates who are capable of serving in prestigious institutions internationally.
The Faculty of Management Studies and Commerce of the University of Jaffna is conducting
this '1st International Conference on Contemporary Management-2014' (ICCM-2014). The
conference theme 'Empowering People Towards Sustainable Development' has made an
attempt to address the much-desired need of our region, which is recovering from the
devastating three decades of war. Generally the discoveries of the researchers solitude
make changes in the world. Thus, research conferences are vital to disseminate research
findings and to share the new knowledge and research findings with the wider community,
so that the needy community can use the knowledge to develop and achieve its needs and
goals.
In this maiden event of the Faculty of Management Studies and Commence of the
University of Jaffna more than 350 scholars across the country and the globe will be
participating. ICCM-2014 received an overwhelming response of 270 abstracts and 244
research papers, which were submitted by researchers from Sri Lanka and abroad on
various tracks nurturing the theme. After a rigorous review process, 152 papers were
accepted for presentation and were published as full paper proceedings.
I congratulate the Dean and the staff members of the Faculty of Management Studies and
Commence of the University of Jaffna and the Editorial team of this volume consisting of
152 full papers for their tireless effort. I expect more and more International Conferences
and such publications to come out from the University of Jaffna.
Prof. Ms. Vasanthy Arasaratnam
Senior Professor of Biochemistry
Vice Chancellor, University of Jaffna.
xiii
MESSAGE FROM THE CHAIR
I am very happy to pen this message to our first International Conference on 'Contemporary
Management” of the Faculty of Management Studies and Commerce and welcome all
guests, researchers and participants to our Faculty and University of Jaffna.
Providing best possible human resources to the society in the field of Management and
Commerce is our cherished value of vision and with its contextual importance, the
international conference on contemporary management(ICCM-2014) is focusing on the
theme, 'Empowering people towards sustainable development'.
We are living in a changing world. Management approaches, work methods and
technologies are also changing according to the day to day changes in the world. In this
juncture, the application of contemporary management plays a vital role. For this purpose,
knowledge of the people needs to be updated and they need to be trained to apply their
skills on their work. Hence we focused on the people empowerment.
Organizations pay a special attention on human resources which are considered as an
organization's real assets to sustain in the market. Therefore scholars and experts consider
people empowerment in human resource management as an interesting area. Employees
are talented, motivated and have a lot of talent powers, and using these potential regarding
empowerment, it will lead to organization's growth and sustainable development.
Empowerment is a term of institutional arrangements in which the autonomy, freedom of
action and responsibility for the decision, delegate to employees based on it.
Empowerment is considered through participative management as involving employees in
decision making and maximizing their job's involvement in the organization. The
empowerment is a continuous and permanent process and analyzed in a dynamic
environment at different levels. Empowerment implies on motivational or psychological
issues, structural changes, the cultural and historical elements, and institutional content
values consist of: system, methods, and measures that used to develop productivity
improvement and growth of organization. Employees require authorities' adequate
training, financial credit, and enough information to be accountable in their decision in
empowerment process. Indeed, the real and sustainable competitive advantage of the
organizations is possible through its employees. So that we should push individuals to
actively involve with the tasks. Hence, the concept of empowerment is closely related to
use of human resources to achieve organizational goals effectively. Capacity can be
xiv
developed through empowerment and capacity building is an important strategy that helps
to bring about sustainable community development.
Sustainable development is development that meets the needs of the present without
compromising the ability of future generations to meet their own needs. It contains within it
two key concepts:
1. the concept of needs, in particular the essential needs of the world's poor, to which
overriding priority should be given; and
2. the idea of limitations imposed by the state of technology and social organization on the
environment's ability to meet present and future needs."
Anyhow, sustainable development can be achieved through people empowerment. In a,
Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka organized
two days international conference on contemporary management with the theme of
'People empowerment towards sustainable development'. The scope of the conference is
to provide a useful opportunity to the participants to share the knowledge and their latest
research in different field of study which contribute to the regional, national and global
development.
We have received two hundred and seventy (270) abstracts and two hundred forty four
(244) full papers relating to different tracks. All full papers submitted by academicians and
practitioners from abroad and Sri Lankan Universities and higher educational institutions
were blind-refereed using subject specialists in the relevant areas. One hundred and fifty
two (152) papers under twenty (20) tracks have accepted and incorporated into this
proceedings.
We owe a great debt to many persons and organizations for their contribution towards the
success of this international conference. We extend our sincere thanks to Professor
.N.Panchanatham, Registrar, Annamalai University, India and Professor Sampath
Amarathunga, Dean, Faculty of Management Studies and Commerce, University of Sri
Jayewardenepura, Sri Lanka for their keynote addresses which flourished this conference.
Further we thanked to our Vice-chancellor, Senior Professor (Miss) Vasanthy Arasaratnam
and Rector, Vavuniya Campus, Mr.K.K.Arulvel for their presence as Guests.
We express our gratitude to our delegates, resource persons, chair persons, media persons
and our staff members and students for making this event a memorable one. We are
indebted to our sponsors for their valuable contribution to this conference.
Professor.T.Velnampy,Ph.D,
Dean,Faculty of Mgt Studies and Commerce,
Chair/ICCM-2014
xv
MESSAGE FROM THE CONVENER
It is my great privilege to give this message to the Proceedings of the First sittings of the
International Conference on Contemporary Management (ICCM) - 2014 organized by the
Faculty of Management Studies & Commerce, University of Jaffna, Sri Lanka as the
convener of the session.
The theme of the session, “Empowering People towards Sustainable Development” has
been selected appropriately in order to meet the day to day demands of the society in the
context of post conflict development. This attempt would keep pace with the regional as
well as national development initiatives and a step taken in the right direction for regaining
Sri Lanka. in the post conflict development phase issues economic, social, educational and
cultural fields need immediate attention for the revival of the war affected regions. Hence,
the selected theme for the conference is timely and appropriate in order to stay relevant as
one of the higher educational service provider in the northern region of Sri Lanka.
Therefore, the Faculty has to lead the society towards better sustainable development. The
academics and researchers have the responsibility to divert their attention towards
providing support in initiating, designing, planning and implementing various projects and
help in formulating relevant policies required by the society. It is with this vision; the theme
of the conference was selected and disseminated the message through various media to
encourage the academics / researchers globally to contribute towards the conference.
Since the conference is the maiden effort of the faculty, the undergraduates are also
accommodated as participants since they are the main stakeholders. Therefore, this
conference is giving a platform to the undergraduates to publish their findings which would
give them a chance to come in the lime light.
The conference action committee received two hundred and seventy abstracts and they
were reviewed by subject specialists. Consequently, two hundred and forty four full papers
were received and sent for blind peer reviews. Out of which only one hundred and fifty two
papers were accepted and published in this proceedings. We have included disciplines like
Accounting & Finance, Marketing & Supply Chain Management, Human Resource
Development, Strategic Development, Entrepreneurship & Project Management,
International Trade & Finance, Urban Management, Tourism, Hospitality & Event
Management, Banking & Insurance, Business & Legal Environment, Business Economics,
Regional & Community Planning, Culture & Ethics and Information Technology &
Communication.
xvi
I take this opportunity to thank sincerely to Senior Prof. (Ms.) Vasanthy Arasaratnem, Vice
Chancellor of our University, then our thanks goes to Prof. T. Velnampy, Dean, Faculty of
Management Studies & Commerce. If not for their interest and commitment this
conference will not be a success. Also my sincere thanks go to Mr. K. K. Arulvel, Rector,
Vavuniya Campus of the University of Jaffna, Sri Lanka for accepting our invitation to be one
of the guest to this conference. Our sincere thanks go to Key Note Speakers Prof. N.
Panchanatham, Registrar, Annamalai University, Tamil Nadu, India & Prof. Sampath
Amaratunge, Dean, Faculty Management Studies & Commerce, University of Sri
Jayewardenepura, Sri Lanka cum a Member of UGC and Chair of Management Standing
Committee at UGC, Sri Lanka. Further, we are very much grateful to our Panel Moderator
Prof. (Mrs.) C. Madhavi, Head, Department of Business Administration, Annamalai
University, Tamil Nadu, India and the eminent panelists for their immense contribution.
Further, our thanks also go to all eminent academics who performed as session chair
persons to technical sessions. In addition, I would like to extend my sincere thanks to the
eminent academics Prof. S. Sri Rangarajan, Gandhigram University, Tamil Nadu, India and
Prof. G. Mihunthan, Faculty of Agriculture, University of Jaffna, Sri Lanka who made
remarkable contribution through nice valedictory session which is very vital for a research
conference.
I wish to acknowledge and appreciate the support extended to us by our main sponsor
People's Bank and all the co-sponsors. I am also thankful to media personnel who published
our conference news and Harikanan Press for their effective on time job in all printing
works. Special thanks to the authors as well paper presenters including undergraduate
presenters. Finally, my thanks go to all academics, academic support staff, and students of
the Faculty of Management Studies & Commerce, University of Jaffna, Sri Lanak who toiled
their sweat to make this event as success.
M. Karunanithy,
Convener ICCM - 2014.
Senior Lecturer, Department of Marketing.
xvii
Introduction
Honorable Dignitaries on the Dias, Great academicians, Learned participants, Ladies and
Gentlemen.
The University of Jaffna, Sri Lanka is known for its academic excellence all over the
world. I appreciate the efforts taken by the Faculty of Management Studies and Commerce
University of Jaffna, Sri Lanka for conducting an International Conference on Contemporary
Management during March 14-15, 2014. The conference will address on various sub
themes of contemporary management and also focus on empowering people towards
sustainable development. My address would cover certain issues relating to the theme of
the conference in general and very particularly on empowering people to think creatively
and working towards sustainable development.
In creativity research, terms such as fluency, flexibility and originality are used to
describe different aspects of creative thinking. Fluency is the number of thoughts or ideas
generated. Flexibility is the number of different perspectives or fields your ideas come from.
Creativity is defined as the act of bringing into existence something which did not exist
before, and empowerment is defined as an individual's belief in his/her ability to exercise
choice.
Facilitating creative collaboration is one of the most important management roles
in leading a creative environment. In particular, empowering a team with critical and
creative thinking facilitates innovation effort that draws out new exciting ideas from the
team. Empowerment refers to increasing the economic, political, social, educational,
gender, or spiritual strength of individuals and communities. More empowered teams are
also more productive and proactive than less empowered teams and have higher levels of
customer service, job satisfaction, and organizational and team commitment.
Fluency, Flexibility and Originality in Thinking Towards
Managerial Empowerment and Sustainable Development
KEYNOTE ADDRESS
Prof. N. Panchanatham
Professor of Business Administration
Registrar Annamalai University, India.
xviii
Seven (7) Types of Creative Block-by Mark McGuinness
Empowerment
Personal Development Attributes
We need to promote creative thinking by not only encouraging it's contributing
components but also by identifying and removing the blocks to fluent, flexible and original
thinking.
1. The mental block.
This is where one gets trapped by his own thinking.
2. The emotional barrier.
Creativity can be intense. It's not a comfortable pursuit. Faced with the unknown, a
person may be scared of what he'll discover or reveal about himself.
3. Work habits that don't work.
Working too early, too late, too long, or not long enough in a way that is not compatible
with the creative process
4. Personal problems.
Creativity demands focus,
5. Poverty.
I'm not just talking about money, although a lack of cash is a perennial problem for
creatives. You could also be time-poor, knowledge-poor, have a threadbare network, or
be short of equipment or other things you need to get the job done.
6. Overwhelm.
Sometimes a block comes from having too much, not too little. You've taken on too
many commitments, you have too many great ideas, or you're overwhelmed by the
sheer volume of incoming demands and information.
7. Communication breakdown.
Creative blocks can happen between people as well as between the ears. If you work in a
team, tensions are inevitable, and can make it hard to do your best work especially if
you have one of those proverbial 'difficult people' in your working life.
Empowerment is a construct shared by many disciplines and arenas: community
development, psychology, education, economics, and studies of social movements and
organizations, among others. The manner in which empowerment is understood, varies
among these perspectives. Trimm Life Empowerment Model shows many components of
empowerment at various stages. Irrespective of the interactions and contributions of
model combinations, the attributes are provided hereunder for the perusal of researchers.
These attributes may be linked with the areas of chosen research and new empowerment
models may be developed.
Personal development attributes include adaptability, attitude, authenticity,
courage, evaluation, forgiveness, gratitude, honor, integrity, joy, simplicity and teachability.
Professional Development Attributes
xix
Professional development attributes include Balance, Creativity, Critical Thinking,
Compassion, Emotional Intelligence, Intentionality, Life-long Learning, Listening,
Relentlessness, Resilience, Self-Discipline and Vision.
Business development attributes include, personal branding, Coaching,
Collaboration, Credibility, Decisiveness, Goal Setting, Insight, Leading Up, Negotiation,
Networking, Persuasion and Productivity.
Leadership development attributes include, Advocacy, Culture-Making,
Engagement, Ethics, the "I Factor", Inspiration, Justice, Leadership, Legacy, Peacemaking,
Perspective and Stewardship.
"Sustainable development is development that meets the needs of the present
without compromising the ability of future generations to meet their own needs. It contains
within it two key concepts: the concept of needs, especially, the essential needs of the
world's poor, to which overriding priority should be given; and the idea of limitations
imposed by the state of technology and social organization on the environment's ability to
meet present and future needs." Achieving sustainable development needs many
competencies among managers of various resources and organizations. One among those
competencies is creativity. Creativity, empowerment and sustainable development should
be built in the culture of various segments of a nation.
Creativity and culture have become increasingly popular terms in every dimension
of professional life, from management consultancy to public policy. 'Creativity' often offers
false promises, and 'culture' invariably promotes unrealistic expectations and both provide
bandwagons on which opportunists swiftly jump (Jonathan Vickery, 2007). Academicians,
trainers, governments and other agencies need to appreciate the individuals' fluent,
flexible and original thinking (Creativity) of various segments. Creative individuals need to
be motivated and diverted towards promoting economic empowerment through various
means, particularly entrepreneurship. Such thinking and approach should be more
market/people orientated than ideologically/politically driven. Countries will attain
accelerated and sustainable economic gains and growth if proper foundations are laid
based on grass root economic empowerment and entrepreneurship.
It is advisable to refer some of the cases and success stories demonstrated by Coca-
Cola system. The story of today's Coca-Cola system is in many ways the story of women.
Women are the world's fastest-growing economic force, controlling two-thirds of spending
Business Development Attributes
Leadership Development Attributes
Sustainable development
xx
worldwide. They also account for a disproportionately high percentage of key segments of
our global value chain. In the Philippines, for example, women own or operate more than 86
percent of the small neighborhood stores, while thousands own and operate Micro
Distribution Centers in Africa and around the world. Some case incidents have been quoted
hereunder for promoting economic empowerment through entrepreneurship (www.coca-
colacompany.com)
India, In rural areas of the country, many home-based retail shops are run by the woman of
the household on a full-time or a part-time basis. But unreliable electricity service can make
running such businesses difficult. To address this problem and help increase revenues for
shop owners, women-run shops are supplied with solar-powered beverage coolers. The
coolers enable owners to sell chilled beverages a novelty in this part of the world and
generate additional income by offering charging services for mobile phones and solar
lanterns through the integrated charging ports in the cooler. By using the coolers to power
their own lanterns, owners can light their shops in the evenings and give their children light
to study. The solar cooler project is being expanded based on the project's initial success.
South Africa, Through the pilot program in South Africa, women retailers are provided with
business skills training specifically focused on engaging women. In cases where the woman
is new to retailing, start-up assets such as a shop or cart, cooking tools and beverage coolers
are provided. Access to microcredit and e-banking financial services are also provided.
Initial results indicate women who receive these benefits are earning an income three to
nine times more than the minimum wages in an area where minimum wage is roughly $400
per month. Early learning from this program is being applied to expanding to other markets.
Conferences, seminars, academic activities, training programs and curriculum
development need to focus on sustainable development considering the future
generations. As every resource is managed by an individual or a set of people in the name of
managers, officers, executives or owners they need to think creatively and empower
themselves and other responsible persons for better management and sustainable
development.
Bailey, D. (1992). Using participatory research in community consortia development and
evaluation: lessons from the beginning of a story. American Sociologist, 23 (4), 71-
82.
Bookman, A., & Morgen, S. (Eds.). (1984). Women and the politics of empowerment.
Philadelphia: Temple University Press.
Conclusion:
References:
xxi
Bradley L. Kirkman1 and Benson Rosen2, Academy of management Journal, February 1,
1999 vol. 42 no. 1 58-74)
Chavis, D., & Wandersman, A.(1990). Sense of community in the urban environment: A
catalyst for participation and community development. American Journal of
Community Psychology, 18 (1), 55-81.
Florin, P., & Wandersman, A. (1990).An introduction to citizen participation, voluntary
organizations, and community development: insights for empowerment through
research. American Journal of Community Psychology, 18(1), 41-54.
Effiong Akpan, (2010) Promoting Economic Empowerment Through Entrepreneurship -
African Entrepreneurship in Global Contexts- Vol.3.No.1
Kirkman, B. L., & Rosen, B. (1999). Beyond self-management: Antecedents and
consequences of team empowerment. Academy of Management Journal, 42, 58-
74.
Jonathan Vickery, (2007) The Emergence of Culture-led Regeneration: A policy concept and
its discontents. Centre for Cultural Policy Studies, University of Warwick.
www.coca-colacompany.com/sustainabi l i tyreport/we/womens-economic-
empowerment.html
xxii
KEYNOTE ADDRESS
First of all, let me express my appreciation to Prof. T. Velnampy, the Dean, Faculty of
Management Studies and Commerce, University of Jaffna, and the Organizing Committee
for providing me this valuable opportunity to deliver the keynote speech at the
International Conference on Contemporary Management (ICCM) that is organized by the
Faculty of Management Studies & Commerce, University of Jaffna. It is my honour and
privilege to address you all.
Today, in my keynote address, I wish to discuss about the Sri Lankan Knowledge Economy
and the opportunities and challenges we are currently facing. Accordingly, first I will
introduce the construct, 'knowledge economy,' and then the drivers behind this concept.
After clarifying these concepts, I hope to elaborate the findings of one of my recent joint
studies on this theme.
What is a knowledge economy? Why it is important? Based on extent literature, a
knowledge economy could be understood as an economy that creates, disseminates and
uses knowledge and information to gain a competitive advantage to the nation and
enhances its economic and social development. The Organization for Economic Co-
operation and Development (hereafter OECD) definition of a knowledge economy is as
follows:
“Knowledge economy is directly based on the production, distribution and use of
knowledge and information” (OECD,1996). Let me emphasize that 'knowledge' is a much
broader concept than information, and researchers such as Roberts (2009) indicate that an
economy having a large inventory of knowledge is having a greater economic standing and a
higher competitive advantage over other economies. In this context, knowledge is no longer
considered as a product; rather, it is considered as a strategic asset. Extant research also
indicates that (Drucker, 1993; Lundvall,1992; Reich, 1992, as cited in Roberts, 2009)
Knowledge Economy
The Sri Lankan Knowledge Economy: Opportunities
and Challenges
Prof. Sampath Amaratunge
Faculty of Management Studies and Commerce
University of Sri Jayewardenepura, Sri Lanka.
xxiii
knowledge could be considered as the only resource that could create competitive
advantage to a country and could facilitate long-run sustainable economic growth.
I also need to highlight the importance of knowledge that brings these profound benefits to
an economy. The marginal cost of knowledge acquisition is almost zero (Roberts, 2009).
Knowledge is freely available and there is no need to reproduce it for every new consumer,
which makes knowledge a public good. Arthur (1996) also indicates that the law of
increasing returns applies to knowledge, which is quite distinct from resources such as
labour and capital that have reducing marginal returns. By virtue of these unique features of
knowledge, knowledge flows to the places where it is highly demanded and the barriers are
lowest. Thus, knowledge economies do not face scarcity. Furthermore, research indicates a
strong link between knowledge and economic growth (Chen & Dahlman, 2005).
We have seen that the global economy had undergone many stages in terms of
transformations. The earliest stage constitutes an agricultural economy, which transformed
to an industrial economy. Then, this industrial economy transformed to a knowledge
economy, which is the latest stage. I need to emphasize that in this twenty first century, to
obtain competitive advantages as well as to achieve long-term sustainable growth, it is
beneficial to invest in knowledge inputs rather than in capital inputs.
Roberts (2009) explains that the concept of knowledge economy emerged in 1960s with the
work of Machlup (1962), and later of Bell (1974) and Porat and Rubin (1977). With the
invention of the computer and the use of Internet, during the past fifty years, the
prominence of knowledge economy gradually increased. Therefore, you could see that this
concept of knowledge economy is not new, and had been around for a quite a long time.
However, what I want to emphasize is that this concept is a very important concept to a
developing country like Sri Lanka, particularly at this juncture, and this concept could be
considered as at the core of the development process. Availability of superior quality
human resources, an effective innovation system, adequate infrastructure, and an effective
business system are considered by the World Bank as the main four drivers or pillars of a
knowledge economy, and are used to measure the performance of knowledge economy. I
believe that all these drivers are available in the Sri Lankan context, and a development
strategy based on this concept of knowledge economy will undoubtedly provide Sri Lanka a
competitive advantage in the global context. Now let me elaborate more on the drivers of
knowledge economy.
I mentioned about the four drivers of a knowledge economy, which are identified by the
World Bank as pertinent to a knowledge economy. Now let me elaborate on these in more
detail.
Drivers of Knowledge Economy
xxiv
Before directly going into these drivers, I think it is of importance to highlight that traditional
economic performance measures, such as the Gross Domestic Product (GDP) and the
growth of GDP of country have many limitations, and are unable to capture modern
economic constructs such as the knowledge economy. Thus, to assess the performance of a
knowledge economy as well as to identify knowledge economy drivers, many international
organizations (OECD, APEC, and World Bank) attempted to develop conceptual frameworks.
These frameworks identify the building blocks of knowledge creation, acquisition,
dissemination and utilization of an economy. Al-Rahbi (2008) indicates that there are more
than seventeen frameworks pertaining to the knowledge economy, which are developed by
different international organizations and individual countries. This means that there is no
universally accepted conceptual framework.
Although, there is no universally accepted conceptual framework, I observe that the
framework developed by the World Bank has received much attention and recognition
among academics and policy makers. Let me now introduce this framework to you all.
The World Bank Framework on Knowledge Economy: As I indicated earlier, the World Bank
identifies four factors that require an economy to transform itself to a knowledge economy,
which consists of an adequate Information and Communication Technology (ICT)
infrastructure, a modern and effective innovation system, an excellent human resource,
and an effective business environment (Figure 1).
Figure 1: Four Interactive Pillars of the Knowledge Economy
Source: World Bank (2007)
xxv
These four concepts are known as the 'four drivers' of knowledge economy and Knowledge
Economy framework of World Bank is built using them. I will now elaborate on these four
drivers or pillars of a knowledge economy.
In an economy, having an adequate ICT infrastructure brings several benefits. Such
infrastructure provides easy access to global knowledge, and could be considered as an
important tool to acquire and update vital knowledge. Fors and Moreno (2002) indicate that
improvement in ICT facilitates greatly to the flow and storing of knowledge at increased
speed and at lower costs. Accordingly, ICT reduces knowledge gaps, improves education
and healthcare, increase efficiency of public administration, encourage democracy, and
develop commerce. In addition to these benefits, ICT provides more opportunities for
alleviation of poverty, generation of employment, promoting higher transparency of
government and quicken the decision-making process, and finally empowers rural
communities by facilitating easy access to government services (Rao, 2004). Adding more
benefits, Jain (2006) explains that ICT is instrumental in capturing, creating, organizing and
transforming knowledge from the right people at the right time for the right job. Jain
concluded that in the twenty first century, dissemination and utilization of knowledge is
impossible without ICT. According to Chen (2008), for gathering and innovating new
knowledge, which is pertinent to building a strong knowledge economy, application and
development ICT is helpful. On the other hand, Al-Rahbi (2008) claims that the use of ICT
diminishes geographical distances and facilitates to share knowledge, reduces uncertainty
and transaction costs, and increases competitiveness across boundaries. I also observe that
there are several empirical studies (Oliner & Sichel 2000; Pilat & Lee, 2001; Jorgenson &
Kevin, 2000; Whelan, 2000; Schreyer, 2000; Chen & Delhman, 2005) that indicate a strong
positive relationship between ICT infrastructure and productivity, as well as between ICT
infrastructure and sustainable economic growth.
I believe that you all will agree that innovation could be considered as the most
important factor that assist to create knowledge, expand industries, and create a
competitive economy. Furthermore, Chen (2008) asserts this fact by indicating that the
development of a country's knowledge economy depends on the level of national
innovations. In the same lines, Lu and Etzkowitz (2008) indicate that, innovative capabilities
of a country and the ability to absorb new knowledge could be considered as the most
important factors for the development of a knowledge economy. They further indicate that
in assessing the innovative capabilities, not only the overall knowledge infrastructures, but
also the supporting facilities including research institutes, government organizations and
universities apart from building industrial capabilities should be taken into account. Zeng
(2009) explains that in this knowledge era, innovation facilitates both the trade
a. ICT Infrastructure:
b.Innovation System:
xxvi
competitiveness and the national competitiveness of a country. Research also indicates that
the government should play a main role in developing a national level innovation system in a
country, and the private sector should be given the opportunity to come-up with
innovations by developing and facilitating the private sector appropriately (Goh, 2005). This
is due to the fact that the government cannot directly engage in innovations. In supporting
the claims above, there are several empirical studies (Chen & Dahlman, 2005; Lederman &
Maloney, 2003; Guellec & Pottelsberghe, 2001) that provide evidence on the positive
impact of innovation on improved productivity and economic growth.
Chen and Dahlman (2005) claim that well-educated employees are of paramount
importance in increasing the productivity and economic growth, as they are instrumental in
the efficient creation, acquisition, dissemination and utilization of relevant knowledge.
Research also indicates that such a workforce always could provide a competitive advantage
to the knowledge economy of a country (Saginove & Belyanskey, 2008). Emirates
Competitiveness Council (2011) explains that based on the stage of development of a
country, the labour market has different requirements, and in constructing a knowledge
economy, new skills, ideas and creativity from the workforce is required. Furthermore, the
Emirates Competitiveness Council indicates that for the competitiveness of a knowledge
economy, continuous innovation is essential, and for that a well-educated workforce is
pertinent. In terms of the South Asian region, Riboud, Savchenko and Tan (2006) indicate
that the demand for educated and skilled labour is increasing rapidly compared to the
supply. Nevertheless, the unemployment rate is high among the educated workers due to a
mismatch between the labour market requirements and the education and training
policies. Another related issue pertaining to the well-educated workers is the long time
taken to develop them (in comparison to the physical infrastructure), and in certain
instances it takes about twenty years to develop such a worker (Jarman & Chopra, 2008).
I also observe in the related extant literature that there are many empirical studies
that highlight the importance of human resources to the economic growth and
development. Barro (1991) used data of 98 countries (also including Sri Lanka) for the
period 1960 to 1985, and found out that the growth rate of real per capita Gross Domestic
Product (GDP) is positively related to the initial human capital, and is negatively related to
the initial level of real per capita GDP. Hunushek and Kimko (2000), Krueger and Lindahl
(2001), and Cohen and Soto (2007) also provide empirical evidence asserting that education
is positively correlated with the economic growth of a country.
Creating and sustaining a conducive business environment, particularly by the
government, is observed to be pertinent to a knowledge economy. Studies by the OECD
c. Human Resource:
d. Business Environment:
xxvii
(1996) and the World Bank (2004) indicate that implementation of policies and providing
incentives by the government has a positive effect on the development of a knowledge
economy. While indicating the importance of the government, Hearn and Rooney (2002)
explain that the government should play the role of a coordinator and should provide
leadership and facilities to the community. Dahlman and Utz (2005) argue that the main
feature of an effective business environment is the degree to which the legal system of the
nation supports its basic rules and property rights. In most of the developing counties,
however, the main issue that act as a barrier to building a strong knowledge economy is the
inadequate legal system. Investors tend to be highly interested in the regulatory framework
and prefer to invest in nations where a strong political regime is present. Economic
incentives and intellectual property rights help to create a more conducive and effective
business environment, which is pertinent to the proper development of a knowledge
economy (Kurtic and Donglagic, 2012). There are several empirical studies (Chen &
Dahlman, 2005, Sachs & Warner, 1995; Bosworth & Collins, 2003) that point out the
importance of a conducive and effective business environment the efficient use and
creation of knowledge.
I elaborated the concept of knowledge economy, the importance of the concept,
and the drivers of knowledge economy. Next, let me move into explaining the findings of a
joint study I did on this theme in the Sri Lankan context.
In a recent joint study, we evaluated the knowledge economy of Sri Lanka and
attempted to benchmark it relative to selected Asian Pacific and South Asian countries.
Accordingly, we were able to identify the present status of the Sri Lankan knowledge
economy, as well as identified challenges and opportunities. These challenges and
opportunities were identified with the four drivers of a knowledge economy that I explained
earlier, which are the human resource, ICT, innovation and business environment. In our
study, we identified certain challenges and explained that Sri Lanka has to go a long way to
build a strong knowledge economy when benchmarked with selected Asia Pacific countries.
On the other hand, the relative position of the Sri Lankan knowledge economy is quite
stronger when compared with other south Asian countries in terms of four dimensions
identified. The study also present following challenges in building a strong knowledge
economy in Sri Lanka.
In terms of human resource, we identified certain challenges that mainly include
the required improvements in the quality and equality of education. We also identified a
gap between the market requirements and the expectation of the existing education
system, and the need to promote and facilitate tertiary level education. Pertaining to ICT, Sri
Lanka faces a major challenge on this dimension in terms of enhancing the ICT awareness
Findings of a Joint Study
xxviii
and accessibility in all parts of Sri Lanka. Lower access and high cost of ICT indicate the less
efficiency on the distribution and exchange of knowledge locally as well as internationally.
In terms of innovation, the challenge Sri Lanka faces is to improve the innovation pertaining
to inputs and outputs as well as encourage and enhance the private sector investment in
research and development. Unfortunately, we identified that the innovation system is quite
weak relative to the benchmarks. In the area of business environment, the challenge Sri
Lanka faces is on improvement and maintenance of good governance, and I observe that
the government is taking active steps to achieve this target. With the end of the war in 2009,
the situation is becoming much better. The Government of Sri Lanka is taking active steps to
attract foreign investments by enhancing business environment by performing incremental
advances. These were the findings in our joint study.
Now I have come to the end of my keynote speech. In this speech, I attempted to
introduce the concept of knowledge economy, explain its importance, identify the four
drivers behind the concept, and finally discussed the findings of a joint study we performed
in the Sri Lankan context. We saw certain opportunities as well as many challenges in
strengthening the knowledge economy in Sri Lanka. I see that we have a huge potential for
strengthening and expanding the existing knowledge economy, which will undoubtedly
provide us an immense competitive advantage in the global context as well as help Sri Lanka
to achieve a sustainable long-term economic growth. I strongly believe that by
strengthening the Sri Lankan knowledge economy, we could easily achieve this objective
and lead Sri Lanka to greatest levels of prosperity and highest success!
Thank You.
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