Theoretical Perspectives of

Management Policies

Editors

Dr.K. Anandanatarajan

R. Rajinikanth

C. Magesh

Published by

Theoretical Perspectives of Management Policies

Copyright © 2012 by Bonfring

All rights reserved. Authorized reprint of the edition published by Bonfring. No part of this book may be reproduced in

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i

ANNAMALAI UNIVERSITY Pro-Chancellor Chettinad House

Rajah Annamalaipuram Chennai-600 028

12th July, 2012

Message

Dr.M.A.M. Ramaswamy, B.A., D.Litt.,

I am delighted to learn that the Management Wing of D D E, Annamalai University is

organizing an International Conference on Synchronizing Management Theories and

Business Practices, in association with Putra Intelek, Malaysia during July 27-29, 2012. I am

privileged to send my felicitations, greetings and best wishes to all the delegates not only

from India but also from various parts of the world.

The theme of the conference seems to be relevant and is need based. Management

practices are dynamic in nature. Whatever is taught in classrooms are obviously different

form the inherent practice of the corporate world. I am confident that the discrepancies,

deviations and divergence between principles and practice of management will be

discussed, during the three days of deliberations. I firmly believe that this Industry-

Institute interaction will result in fruitful recommendations to the Industry, Academic

Community and society at large.

I wish the International Conference all success.

(M A M Ramasamy)

iii

ANNAMALAI UNIVERSITY Vice-Chancellor

Annamalainagar-608 002 Phone: Office: 04144-238283

Res: 04144-238214, Fax: 04144-238080 E-mail: auvc_mr@hotmail.com

25th June, 2012

Message

Dr.M. Ramanathan, M.S. (G.S.), F.R.C.S. (Glasg), F.A.B.M.S

It gives me academic pleasure that the Business Administration Wind of DDE

Convenes the International Conference on Synchronizing Management Theories and

Business Practices in Association with Putra Intelek International College of Malaysia

during July 27-29, 2012. These deliberations will strengthen the connection between the

management theories and the practices. Further I learnt that the peer reviewed articles will

also be published in the form of book with ISBN and in the some of the International

Journals with ISSN. To make the deliberation live the organizers have also resolute to

award research Papers award for the session.

I wish the organizers for the grand success of this conference and I believe that

many more such conferences will be organized in future also to cater the needs of the

management people.

Dr.M. Ramanathan

v

ANNAMALAI UNIVERSITY Registrar

Annamalainagar – 608 002 Phone: Office: 04144 –238259

Fax: 04144 – 238080

13th July, 2012

Message

Dr.R. Meenakshisundaram, M.Com., M.Phil., Ph.D.,

I am much pleased to note that the Department of Business Administration–

Distance Education and On-Campus jointly organize the International Conference to bond

the theories and Business practices of Management. Since this the conference on Business

Practices all the fields of scholastic people are joining their hands to find out the solutions

to the challenges ahead when fusing the theories and the practices. Though the theories are

proved one, through such deliberations new theories could be invented to take up the

business practices for the benefit of the next generation in the globalised era. Even if it is

not a new venture to the faculties of Business Administration of Annamalai University, the

Directorate of Distance Education has entered into such new endeavor; I wish and

congratulate the organizing team for the great triumphant of this conference.

Dr.R. Meenakshisundaram

vii

ANNAMALAI UNIVERSITY Dean

Faculty of Arts Annamalainagar – 608 002

Message

Dr.D.Selvaraju, Ph.d.,

It is magnificent to know that the Management Wing of DDE, Annamalai University

has taken up the enormous task of the conducting the International Conference on

Synchronising the theories and the practicing in the field of Management which is the need

of the hour. At one time the Sellers had taken the importance and in one time Buyers had

taken the importance in the world of business. Now, we are in the third generation of

globalization. Now, the user pay policy has taken its own place. This is the opt time to

synchronise the theories with the business practices for further development. Such

synchronization will definitely solve the problems like global finanical crisis, melt down

etc. Such efforts are needed for the developing countries like India. To achieve the vision

2020 in the context of Business Practices, I hope that this International Conference will

pave a way for its own solution.

I wish the team for the wonderful and fruitful success of this conference.

Dr.D. Selvaraju

ix

ANNAMALAI UNIVERSITY Director

Directorate of Distance Education Annamalainagar – 608 002

Foreword

Dr. S. B. Nageswara Rao, Ph.D.,

I am pleased to write this foreword note to the proceedings of the international conference

on “Synchronizing Management Theories and Business Practices: Challenges Ahead”. Management

theories have been developed with the focus on bringing better efficiency in the business. But, the

challenges involved in running the businesses are changing constantly over the period of time and

there is a dire need to relook the theories and fundamental concepts. New ideas coupled with

innovative theories are essential for managing the issues in today’s complex business scenario.

Modern concepts have to be designed to meet the requirements of the corporate world to augment

their competitive strength. In this aspect, this conference provides an opportunity to disseminate

the knowledge gained through research works to practicing managers.

This book covers all the aspects of the management practices that link the theories to the

practical aspects and presents the subject matter from both academic and pragmatic points of view.

The articles incorporated in this book really offer greater insights to the readers about the latest

findings in the field of management. The editors have designed the book in such a way that it meets

the requirements of scholars of management studies, businessmen, administrators, politicians and

students of business administration. I am sure, that this book will be of immense help to the

scholars pursuing research in the field of Management Studies. I applaud the sincere efforts

putforth by the editors in bringing out this valuable book of knowledge.

Dr.S.B. Nageswararao

Director,Directorate of Distance Education

Annamalai University

Conference Chair

xi

Editorial Committee

Editors Dr.K. Anandanatarajan R. Rajinikanth C. Magesh

Associate Editors Dr. V. Sachithanantham, Associate Professor in Management Wing, DDE, Annamalai University Dr. M. Kamaraj, Assistant Professor in Management Wing, DDE, Annamalai University Dr. S. Annadurai, Department of Economics, Annamalai University Dr. S. Mahadevan, Head – MBA, Excel College of Engineering, Tiruchengode Dr. M. L. Vasita, JN Vyas University, Jodhpur Dr. Abirami, MNM Jain Engineering College, Chennai

xiii

© 2012 Bonfring

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xv

Contents

S. No. Title/Author Page No.

01 Rural Telecom and Marketing Network in India

B. Deepikaa Devi

01-03

02 Retail Industry in India

A. Aslin Brindha

04-06

03 Impact of Globalization in Indian Steel Industry

M. Harihara Sudhan

07-08

04 Impact of Globalization on Human Resource Management

M. Arivendhi

09-12

05 Impact Globalization on Corporate Culture

R. Akila

13-15

06 Talent Acquisition and the Role of Management in India

G. Vijayalakshmi

16-18

07 Rural Marketing Challenges Environment and Channel Management

Vinoth Kumar

19-21

08 The Impact of Globalization on the Collective Bargaining

K. Sharanya

22-25

09 Study on Impact of Marketing Environment with Specific Reference to the

Mobile in Chennai

S. Geetha

26-29

10 Impact of Study on Network Marketing

S. Raja

30-31

11 A Study of Customers Shopping Experience in Era of Globalization

P. Kannaki

32-34

12 Business Ethics and Corporate Social Responsibility in the E-Economy: A

Commentary

C. Sujitha

35-38

13 Globalization and Logistics Marketing Management

N. Sindhu

39-42

14 Impact of Globalization on Branding Strategies Healthcare Organization

S. Ramya

43-45

15 Self Help Groups in Globalization

K. Saranya

46-48

xvi

16 Challenge and Trends in Supply Chain Management in Global Competitive

Environment

M. Janani

49-51

17 Financial Performance of Coir Industrial Co-operative Society in Tanjore

R. Padmavathi

52-54

18 Internet Usage among Female Research Scholars

S. Seethalakshmi

55-59

19 The Impact of Globalization in Business

N.S. Vetriselvan

60-62

20 Workforce Diversity: Changing Rule of Organization Strategies

P. Vinothini

63-65

21 A Measurement of Supply Chain Performance of Indian Industry

R. Kalpana

66-69

22 Foreign Direct Investment Inflow in India

S. Praveena

70-72

23 Impact of Globalization Ornament Gold Jewellery in India

K. Soundarya

73-75

24 Impact of Globalization in Indian Manufacturing Sector

S. Sindhuja

76-78

25 Professionalization of Management in Urban Cooperative Banks

K. Poornima

79-81

26 Environmental Challenges under Globalisation

J. Vinoliya

82-84

27 Management Education Model to Develop 21st Century

R. Ramya

85-88

28 Impact of Globalization on Developing Countries

(With Special Reference to India)

M. Ragapriya

89-90

29 Impact of Global Crisis on Micro, Small, Medium, Enterprises

A. Muthulakshmi

91-94

30 Value Offering and Pricing Issues

H. Suganya

95-97

31 Study of Impact on Marketing Strategy

R. Balaji

98-100

32 Impact of IT on Global Business Management

G. Rajagopal

101-103

xvii

33 Work Life Balancing Strategies and Practice of Indian Corporate

M. Durga devi

104-107

34 Impact of Globalization on Education & Management with Communication

& Technology

R. Rajasekar

108-109

35 Globalization and International Marketing Ethics Problem and Solution

M. Dayana Mary

110-113

36 Educated Unemployed Stress in Chennai

Dr.P. Abirami

114-117

37 Factors Affecting Consumer Preferences in Organized Retailing in Chennai:

A Study

S. Bharathi Vasu and Dr.R.Perumal

118-124

38 A Study on Brand Awareness and Consumer Preference of FMCG Retail

Outlets With Reference to Branded Retail Outlets in North Chennai

D. Yuvaraj and Dr. R. Perumal

125-131

39 Talent Management: A Comparative Study on Schools and Higher Education

Dr.M.L. Vasita and Khushboo Prajapati

132-140

40 A Study on Attrition Level and Retention Strategy of Middle Level

Employees in Small and Medium Scale Sector, Chennai

Dr. Prof. Duraisamy

141-147

41 Job Satisfaction and Online Social Networking

P. M. Jacob and Dr.K. Ananda Natarajan

148-153

42 Paradigm Stress Management of Women Employees in Private Bank,

Chennai Industry

K.P. Varalakshmi and R. Rajinikanth

154-158

43 A Study on Integrating the CRM Strategies for Banking Industry in South

Chennai

S. Krishnakumari

159-164

44 A Conceptual Framework in Stress Management

M. Logesh and Dr. T. Thirupathi

165-169

45 Economic Instruments and Environmental Management-A Sustainable

Development

Mohana Gayathri and C. Mahesh

170-174

46 Measures to Increase the Work Life Balance of Human Capital- An Empirical

Approach in BPO Industry in Chennai - Tamil Nadu

M. Muthuraman, L. Karthigeyan and V. Dhanraj

175-181

47 Antecedents to Temporary Employee’s Turnover Intentions

N. Thillai Seenu, R. Rajinikanth and Dr. K. Anandanatarajan

182-186

xviii

48 A Global Perspective on Balancing Work and Family

S.R. Sharmilee and R. Rajinikanth

187-190

49 Anger Management Channelling Anger to Performance

Sri Sathya Jairam and G. Ari Muruga Dass

191-196

50 Human Resource Practices on Employee Attitudinal and Behavioral

Outcomes in ITES Companies

Dr.J. Sivasubramanian and Dr.M. Umaselvi

197-203

51 Students Behaviors Management and Emotional Rooms

G. Usha Tamilselvi and Dr.K. Ananda Natarajan

204-210

52 Improving Altruism among Employees- Functional Area of Management –

“Industrial/Organizational Psychology

C. Venkateswaran and Dr.S. Ramachandran

211-219

53 Customer Relationship Management Practices of Hotels in Kumbakonam

C. Arul and Dr. K. Baranidharan

220-224

54 A Study on Rural Marketing Strategies in India

M. Kumaran

225-229

55 Sustainable Marketing Strategies

K. Siva Subramania Deepak

230-232

56 A Study on Brand Preference of Mobile Phones with Respect to BSNL

S. Madasamy

233-237

57 Internet Purchasing Consumer Adaptation

P. Jaykumar and Dr. S. Arulkumar

238-242

58 Measuring Brand Equity: A Frame Work

P. Silambarasan and Dr. R. Sritharan

243-246

59 Production and Marketing of Grapes: A Cross Sectional Analysis in Theni

S. Sivarajmurugan and Dr. M. Sivasubramanian

247-251

60 Delight: Beyond Loyalty– A Literature Review

K. Vidhya, Dr. C. Samudhra Rajakumar and Dr. K. Tamizhjyothi

252-256

61 Consumers Awareness in India: A Review

S. Saravanakumar and Dr.C. Samudhra Rajakumar

257-260

62 Private Label Brand – A Growth Prospect in Organized Retail Sector

K.R. Mahalaxmi, Dr.A. Velanganni Joseph and C. Thirumal Azhagan

261-266

63 Career Persistence of Women in IT Industry

J. Samantha and P. Sivakumar

267-270