MEASURING THE EFFECTS OF MATERIALISM, SELF-ESTEEM AND INFLUENCE OF OTHER ON COMPULSIVE BUYING

4th Asian Management Research and Case (AMRC) Conference 201510th-11th January, 2015, Graduate School of Business, Universiti Sains Malaysia, Penang AMRC2015

“Management Issues in Emerging Markets for Sustainable Business”

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UNIVERSITI SAINS MALAYSIA

Book of Abstracts



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ContentsCURBING UNSAFE BEHAVIOUR: THE ROLE OF LEADER-MEMBER EXCHANGE, JOB AUTONOMY AND SAFETY COMPLIANCE

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HOW DOES EMPLOYEES’ PUBLIC SERVICE MOTIVATION (PSM) GET AFFECTED? A CONDITIONAL PROCESS ANALYSIS OF THE EFFECTS OF PERSON-JOB FIT AND WORK PRESSURE

9

SHALIMAR INTERCHANGE 10

WASEELA FOUNDATION – ACCOUNTING FOR ZAKAT 11

TELEVISION METRICS: IS THERE AN EASY FIX? 12

A JOHNNY AMIDST JUGNUS CASE A AND B 13

THE EFFECT OF DISTRIBUTIVE AND PROCEDURAL JUSTICE ON EMPLOYEE ENGAGEMENT: THE CASE OF SUDAN

14

A COMPARATIVE EVALUATION OF AN ENTREPRENEURIAL PROJECT USING ISLAMIC AND CONVENTIONAL BANKING APPROACHES

15

UNCERTAINTY IN THE MARKET AND ITS IMPACT ON ORGANIZATION 16

DRIVERS TRAINING PROGRAMME 17

BUILDING EMPLOYEES’ ENGAGEMENT THROUGH LEADERSHIP, HUMAN RESOURCES MANAGEMENT PRACTICES AND ORGANIZATIONAL CULTURE

18

EMPOWERMENT OF PRIMARY SCHOOL TEACHERS IN INDIA 19

HOW TO MEASURE PERFORMANCE OF TEACHERS? 20

DEVELOPMENT OF CUSTOMER RELATIONSHIP MANAGEMENT FRAMEWORK FOR INDIAN AIRLINE INDUSTRY

21

CHOICE OF BANKING MODEL AND BANK PROFITABILITY 22

FATIMA FERTILIZER: A POTENTIAL SECURITY FOR TUNDRA PAKISTANFOND 23

DO STRATEGIC TRAINING PRACTICES REDUCE TURNOVER INTENTION? MEDIATING ROLE OF ORGANIZATIONAL COMMITMENT

24

ENHANCING BUS SERVICES TOWARDS PROMOTING CUSTOMER SATISFACTION: THE CASE OF OTL SDN BHD, MALAYSIA

25

MANILA WATER: FROM PRIVATISATION TO SUSTAINABLE GROWTH 26

THE ROLE OF PERCEIVED WEBSITE INTERACTIVITY AND CUSTOMER PERCEIVED VALUE IN THE ADOPTION OF ONLINE HOTEL BOOKING

27

ICON: MANAGING A NEW BUSINESS VENTURE 28



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SUSTAINABLE BUSINESS THROUGH SUSTAINABLE HUMAN RESOURCE MANAGEMENT PRACTICES: A STUDY ON TWO CENTURY OLD FAMILY-MANAGED ORGANIZATIONS IN INDIA

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THE IMPACT OF INTERNAL AND EXTERNAL FLEXIBILITY ON OPERATIONAL COSTS: THE MEDIATING ROLE OF CUSTOMER SERVICE

30

WINNING COMPETITION THROUGH THE MANAGEMENT OF BRAND EQUITY, WORD OF MOUTH (WOM), AND VIRAL MARKETING ON PRIVATE UNIVERSITIES

31

THE ROLE OF IMPLICIT THEORIES AND BRAND ENGAGEMENT IN SHAPING CONSUMERS’ EXTENSION EVALUATIONS OF SYMBOLIC BRANDS

32

THE INDUS HOSPITAL- A CASE OF FAITH BASED ENTREPRENEURSHIP IN PAKISTAN 33

INDIAN RUPEE CRISIS OF 2013 34

MUSA’S PREDICAMENT & THE MBA PROJECT TEAM 35

THE RELATIONSHIP BETWEEN BOARD OF DIRECTOR QUALITY AND INFORMATION TECHNOLOGY PROJECT SUCCESS

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DEPRECIATION AT NAZIR FURNITURE MANUFACTURER 37

NEW PUBLIC MANAGEMENT, COST SAVINGS AND REGRESSIVE EFFECTS: A CASE FROM A LESS DEVELOPED COUNTRY

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INNOVATION CAPABILITY AND INTERNATIONALIZATION PERFORMANCE OF SMES: THE ROLE OF INSTITUTIONAL PRESSURES

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COMMUTERS’ READINESS TO USE PUBLIC BUS TRANSPORT 40

SASAN POWER LTD 41

FACTORS CONTRIBUTING TO CUSTOMER COMPLAINTS ON ELECTRONIC PRODUCTS: A CASE OF DUMMY ELECTRONICS, MALAYSIA

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LEADERSHIP COMMUNICATION IN CRISIS: A CASE OF SHOPPERS STOP LTD., INDIA’S LEADING LIFESTYLE RETAIL CHAIN

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THE DETERMINANTS OF SERVICE QUALITY ON SERVICE INNOVATION IN POST OFFICES: AN EMPIRICAL STUDY

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OPENING THE BLACK BOX: A CASE ON NON-ADOPTION OF CLEAN FUEL BY SLUM DWELLERS

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THE IMPACT OF EMPLOYEE PERCEPTION OF CSR PRACTICES ON ORGANISATIONAL COMMITMENT AND ROLE BEHAVIOUR: A STUDY OF SMES IN MALAYSIA

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CAPABILITY BUILDING IN A GOVERNMENT REGULATORY FIRM CASE SERIES AUTHORSHIP INFORMATION

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MARRIAGE VS CAREER: A DILEMMA FOR PROFESSIONAL WOMEN 49

DETERMINANTS OF CUSTOMER SERVICE SATISFACTION IN MALAYSIAN EDUTAINMENT SERVICES

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PERFORMANCE MANAGEMENT AT AKHUWAT 51

IMPACT OF PERCEIVED ORGANIZATIONAL JUSTICE ON ORGANIZATIONAL COMMITMENT AND EMPLOYEES’ TURNOVER INTENTION: MEDIATING ROLE OF TRUST

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LIVING IN LINE WITH THE SOCIALLY RESPONSIBLE BUSINESS: A HINOPAK WAY OF DOING BUSINESS

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POLITICAL OPENNESS, FIRM SIZE AND SME GROWTH PROPENSITY: EMPIRICAL EVIDENCE FROM TRANSITION ECONOMIES

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THE TALE OF TWO IJARAH SUKUK 55

CONTINGENCY AND GREEN HRM WITHIN UNIVERSAL HRM- A HRM MODEL FOR SOUTH ASIAN ORGANIZATIONS

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THE TIES THAT BREAK: DYNAMICS OF MULTIPLE INSTITUTIONAL LOGICS AND RESOURCE DEPENDENCE IN CROSS-SECTOR PARTNERSHIPS

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RISK POOLING IN COMMERCIAL RETURNS BY MANAGING PRODUCT RETURN PERIOD 58

ENHANCING GEORGETOWN’S HERITAGE BOUTIQUE HOTEL MARKETING STRATEGIES: THE CASE OF 1881 CHONG TIAN CULTURAL HOTEL, MALAYSIA

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PIA CASE STUDY 60

CONTRACEPTIVES SOCIAL MARKETING-TACKLING THE CONSUMER MINDSET IN PAKISTAN: BIOGENICS (PVT) LTD

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CONTRIBUTING TO THE NATION AND MAKING PROFITS: AN ANALYSIS OF A FOR-PROFIT SOCIAL ENTERPRISE MODEL IN MALAYSIA

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THE UPSIDE OF DOWNSIZING: FROM KESC TO K-ELECTRIC CASE A 63

PERFORMANCE OR GOVERNANCE: WHAT MATTERS MORE? 64

INFLUENCE OF PERCEIVED CSR ON SERVICE QUALITY, TRUST AND CUSTOMER LOYALTY: INSIGHTS FROM INDIAN HOTEL INDUSTRY

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SUSTAINABILITY OF MICROFINANCE INSTITUTIONS IN INDIA 66

JOB DISSATISFACTION AND MANAGING EMPLOYEE TURNOVER: THE CASE OF MEDICINS SDN. BHD., MALAYSIA

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PRODUCT PLACEMENT: AN EMERGING MARKETING STRATEGY IN INDIA 68

DESIGN OF A GLOBAL SUPPLY CHAIN-ISSUES AND CONCERNS 69

TAMUL PLATES MARKETING PVT. LTD. (TMPC) – THE GROWTH CHALLENGE 70

ROLE OF TRUST IN CUSTOMER RELATIONSHIP LENGTH: EMPIRICAL EXAMINATION AT AN ONLINE RETAILER

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STRUCTURAL EMBEDDEDNESS AND MULTI-PARTNER ALLIANCE PERFORMANCE 72



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PAKISTAN RAILWAYS - CASE A 73

WHY INTEREST FREE ISLAMIC BANKING IS NOT FREE FROM INTEREST? 74

ISLAMABAD CASH & CARRY STORE –A WAY OUT OF THE BLIND ALLEY 75

DOING SUKUK JAPANESE STYLE 76

SOCIAL COMPLIANCE OF SUPPLIERS IN DEVELOPING COUNTRIES: INSTITUTIONAL THEORY AND ORGANIZATIONAL CULTURE PERSPECTIVES

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SAPPHIRE DAIRIES (PVT) LTD (A): WHERE DID THE BUSINESS PLAN GO WRONG? 78

DE-WESTERNIZING MANAGEMENT KNOWLEDGE: A CALL FOR INDIGENOUS THEORIZING

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ASSESSING RISKS AND RISK MANAGEMENT OF HOUSING DEVELOPERS: MALAYSIAN PERSPECTIVES

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CASE: MARKETING A SENSITIVE ISSUE 81

SUSTAINING CUSTOMER GROWTH IN HOUSEHOLD HIGH SPEED BROADBAND (HSBB): THE CASE OF UNIFI, MALAYSIA.

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AN EMPIRICAL ANALYSIS OF TURNAROUND STRATEGIES FOR EMERGING ECONOMIES: EVIDENCE FROM INDIAN SOFTWARE FIRMS

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EVOLUTION OF GOVERNANCE STRUCTURE IN SOCIAL VENTURE NETWORKS 84

EVALUATING THE CONSUMERS’ DECISION DURING PURCHASE OF HOUSEHOLD APPLIANCES – AWARENESS AND CONSIDERATION OF GREENER PRODUCTS

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MEASURING THE EFFECTS OF MATERIALISM, SELF-ESTEEM AND INFLUENCE OF OTHER ON COMPULSIVE BUYING

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BANSARA EYE CARE: EXPANDING AFFORDABLE EYE CARE TO THE RURAL POPULATION 87

INTERGENERATIONAL EFFECTS OF DIFFUSION ON CDMA AND WCDMA TECHNOLOGIES UNDER DIRECT NETWORK EXTERNALITIES

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AUDIT EXEMPTION OF SMALL AND MEDIUM PRIVATE LIMITED COMPANIES IN MALAYSIA

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DRIVERS, BENEFITS AND CHALLENGES TO PRACTICE GREENER HRM: MALAYSIAN-BASED MULTINATIONAL COMPANIES SHARED EXPERIENCES

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THE DEMAND FOR EMERGING MARKET BONDS 91

SUNUBA SPA & REJUVENATION CENTER: THE CATCH 22 92

BOTTOM OF THE PYRAMID MARKET’S CONSUMER BEHAVIOR WITH REGARDS TO BRANDED PERSONAL CARE PRODUCTS IN KARACHI: A QUANTITATIVE STUDY

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DOES NONFARM INCOME AFFECT AGRICULTURAL INCOME AND INVESTMENT IN PAKISTAN?

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KEYNOTE MESSAGE

THE HONOURABLE PROFESSOR DATO’ DR. OMAR OSMAN Vice Chancellor, Universiti Sains Malaysia

Assalamu’Alaikum wbt., and Special Greetings to all,

I am extremely happy to welcome the Intellectual Speakers, Delegates, Participants, Academicians, Research Scholars, Students and Industry Friends for the 4th Asian Management Research and Case Conference 2015 (AMRC 2015) hosted by the Graduate School of Business (GSB), Universiti Sains Malaysia (USM). This conference is a joint and collaborative venture of three reputed Business Schools from LUMS, Lahore, IIM, Bangalore and USM, Penang. There are nine (9) countries participating in this conference which include Sudan, USA, Canada, UAE, India, Pakistan, Indonesia, Singapore and Malaysia. Over 93 delegates from these countries are going to have interactions and sharing sessions over the next two days. As many as 86 papers will be presented in the AMRC 2015 conference. I extend my deep sense of appreciation to the Graduate School of Business, USM for taking this initiative to organize the conference.

It is a pleasant surprise for me to observe that the conference theme “Management Issues in Emerging Markets for Sustainable Business” is in congruence with USM’s Vision of “Transforming Higher Education for a Sustainable Tomorrow”. Sustainability in Business is the need of the hour for smooth business flow and for a continuous improvement for long term economic growth of any country. The uniqueness of this conference is it brings research scholars engaged in case writing and Quantitative research, together with industry practitioners to interact and brain storm on business models and practices, which are prevalent in the current emerging markets. Interestingly, there are more than 40 case studies which are highly relevant to various industries that will be presented and discussed during this two-day conference. I hope this conference will enable academic scholars and industry practitioners to have good interactions for future collaborations. The case studies which will be presented in the conference will not only serve as future academic curriculum for Post-Graduate students of Business Schools but also will cater to the needs of different industries all over the world. In addition, more than 40 research articles related to the current emerging business practices in the market will be presented and enriched during this conference of which some may be published in reputed international journals at a later stage.

I congratulate all the participants of this conference and pray for a fruitful outcome which would result in productive yield to the business community. I wish to take this opportunity to thank the organising committee and all those who have contributed to the grand success of this conference.

Thank you.



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DEAN’S FOREWORD Graduate School of Business, USM

On behalf of the 4th Asian Management Research and Case Conference (AMRC) 2015, I am pleased to welcome all delegates of this conference. Congratulations on your paper acceptance. Indeed, welcome to Penang, Malaysia to our overseas participants of nine countries and also to delegates from various states of Malaysia. Fortunately, we received overwhelming response from academicians all over the world, particularly from Pakistan, Malaysia and India.

For Graduate School of Business (GSB), Universiti Sains Malaysia, Lahore University of Management Sciences (LUMS) and Indian Institute of Management Bangalore (IIMB), this is the first time we are collaborating to organise such a grand event. This conference will focus on the management issues for sustainable business, especially in the context of emerging markets. With a new business model for the conference with its unique value proposition, it seeks to bring together scholars engaged in research and case writing, together with industry practitioners on one platform to deliberate issues on sustainable business.

I would like to extend my sincere gratitude to YBhg. Professor Dato’ Dr. Omar Osman, Vice Chancellor, Universiti Sains Malaysia, Professor Dr. S. Sohail H. Naqvi, Vice Chancellor of LUMS and Professor Dr. Sushil Vachani, Director of IIM Bangalore. Thank you for your support in ensuring the conference goes as planned.

Without full commitment from a great team, it would be impossible to organise this conference. I would like to express my deep appreciation to the Organising Committee members for their untiring efforts in making this event extremely worthwhile. In addition, the success of the conference is due also to the contribution and support by our sponsors. Thank you to BCM Electronics Corporation Sdn. Bhd. for being the main sponsor and SAGE Publications for sponsoring the best paper awards. I take this opportunity to convey a big thank you to all individuals and institutions who have contributed directly or indirectly towards the success of the conference. Finally, I hope all of you will seize the opportunities for collaborations, networking and new friendship. Have an enjoyable and fruitful conference. For visiting guests and participants, I wish you a most pleasant stay in Penang.

Thank you.



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Message

Professor Dr. S. Sohail H. NaqviVice ChancellorLahore University of Management Sciences (LUMS)

The Lahore University of Management Sciences (LUMS), Indian Institute of Management (IIM), Bangalore and Universiti Sains Malaysia (USM), Penang, welcome you to the 4th Asian Management Research and Case Conference 2015. The theme of the annual conference this year is ‘Management Issues in Sustainable Markets for Emerging Business’, and with it we aim to reinforce the increasing strategic role of South Asia and Asia in the global economy, especially in the context of other emerging economies.

Scholars and industry experts on the distinctive business models and practices dominant in emerging markets will have an opportunity at the conference to hear talks on a plethora of topics including ways to improve employee retention in organizations, policies to improve the performance of small and medium enterprises and policies to improve and encourage women empowerment projects.

LUMS is playing an important role in developing the next generation of Asian leaders by establishing relationships with leading universities of the region including IIM, Bangalore and our host Graduate School of Business (GSB), USM. Established in 1986, the Suleman Dawood School of Business at LUMS today has 5 leading degree programs and 4 centres of excellence (Rausing Executive Development Centre, Social Enterprise Development Centre, Case Research Centre and Strategic Sectors Research Centre).

The Asian Journal of Management Cases from LUMS has a thousand university subscriptions, predominantly in South Asia, and provides managers, academicians and consultants high quality cases and research on management practices in the socioeconomic context of this region. We have special emphasis on journal research and have publications in top-tier journals.

We are delighted that this conference is being held with the collaboration of USM and IIM Bangalore. This is our fourth international case and research conference and we hope that we continue to have activities like this that encourage global participation and involvement.



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Profile of Hj Khairuddin Abdul Rahman

Tuan Haji Khairuddin bin Abdul Rahman is the founder and owner of SMART Digital Communications Berhad (SMART). He has been involved in Fibre to the Home and Cellular Infrastructure since 1998, and in the Satellite Broadband industry from 1999 onwards. SMART is a licensed NFP, NSP and ASP under the Communication Multimedia Act since 1998. SMART has also been successfully involved with the Full Turnkey project for 2G/3G In-Building Cellular infrastructure for Maxis, CELCOM and Digi since 1998 completing more than 250 buildings such as KLCC Suria, JW Marriot, Alamanda Mall and MOF Building.

Khairuddin holds an MBA and an Accounting Qualification and has varied experience in the disciplines of Finance, Audit, Communication, IT and Satellite. With this diverse background he is able to steer his management and company to be the market leader in Malaysia and to chart new frontiers in Satellite Broadband when it launched the Surfbeam Ku-band services within Asia in 2009. With more than 4000 terminals installed, he has brought SMART to be among the largest Satellite Broadband operator in South East Asia using the T-18, the NSS-6 Satellite and Aguila-2.

A believer in the 3p’s – Patience, Persistence & Perseverance, Khairuddin is widely known for his strength in adopting and commercializing new ICT applications within his region and also for his strategic partnerships with satellite owners abroad. Locally, he and his company are known for providing quality broadband satellite services. Among his many achievements was the Malaysian SchoolNet project involving the installation and operation of satellite broadband in more than 3200 schools which was successfully completed within a remarkably short period of 12 months. He puts his achievement down to believing in himself and being hands on all the time. Until 2010, SMART operated its vast Satellite Teleport out of Bukit Jalil, KL, its C-Band and Ku-Band services and its Ku-Band out of Stanley Teleport in Hong Kong.

A very active contributor in the industry, Khairuddin also serves on several boards. Between 2007 and 2009, Khairuddin sat in the Advisory Council of Pacific Telecommunication Council (PTC) based in Hawaii representing South Asia and South East Asia. He is also a member of the Asia Pacific Satellite Communication Council (APSCC) based in Seoul, Korea, a member of World Teleport Association (WTA) based in New York and Global VSAT Forum (GVF) based in London. Khairuddin is also a regular speaker and participant in the international Forum on the satellite and telecommunication industry. For the last Forum Satellite 2007 and Satellite 2008 in Washington DC, he was one of the speakers for the CEO Round Table. He was also invited by Ericsson to talk on the Satellite Broadband in their Ericsson Asia 3GSM And CORE PPM 2007 Conference in October.



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Profile of Adzfar Aziz [Ed]

Encik Adzfar Aziz is the Founder & CEO of Social Media Leader, a leading social enterprise providing an integrated social media marketing solutions to businesses. He was previously the VP, eMarketing and Innovative Media at Leaderonomics. Fondly known by his peers as ‘Ed’, he was one of the pioneer team members who started BFM89.9, the first business radio station in Malaysia. There, he spearheaded BFM’s marketing strategies and customer acquisition activities, in the process securing long term sponsorship of major clients such as CIMB and Digi, making the station profitable and reputable within its first year of operations.

Prior to BFM, he spent most of his career within the Media and IT industry. He began his career at ASTRO plc, the premier satellite TV and media operator as a Quality and Training Executive. He was the lead trainer for their customer service centres, and has successfully conducted more than 100 induction trainings for new recruits in the areas of ASTRO’s product knowledge, effective telephone skills, quality awareness and excellent customer service. Certified as a Quality ISO 9001:2000 and OHSAS 18000 (1999) Standard Safety and Health Internal Auditor, he also successfully conducted numerous quality audits across ASTRO’s divisional business units.

His passion in marketing led him to AMP Radio Networks, the radio arm of ASTRO where he shined at turning around and rebranding the SINAR FM radio station into Malaysia’s best Malay language retro radio station. With new announcers line up, brand identity implementation and refreshing sounds, his marketing touch at AMP worked magic with SINAR FM achieving record Nielsen Media survey results annually, with 4.1 million listeners now and becoming the Malay No 1 station in Malaysia, a significant increase from just 1.4 million in 2005 when he first joined.

Ed was then seconded to the strategic marketing team at Maxis, expanding their East Coast segment market share and acquisition, with more stints at Malaysian Technology Development Corporation (MTDC) and HeiTech Padu then after. He has had extensive experience in integrated marketing, branding, creative communications and key account management.

He was a PETRONAS scholar and graduated with honours degree in Engineering and Business Studies from the University of Warwick, UK.



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PROGRAMME

Asian Management Research and Case Conference (AMRC) 2015“Management Issues in Emerging Markets for Sustainable Business”

10th – 11th January 2015SAINS@USM, Persiaran Bukit Jambul, Penang

MALAYSIA

10TH JANUARY, 2015 (SATURDAY)

TIME PROGRAMME VENUE

08:30 – 09:30 Registration Foyer Auditorium (Ground Floor)

09:30 – 10:30

Opening AddressVice Chancellor, LUMSDirector, IIMB Auditorium Murad Mohd Noor

(Ground Floor)Welcome AddressYBHG. PROF. DATO’ DR. OMAR OSMANVice Chancellor, USM

10:30 – 11:00 Coffee Break Foyer Auditorium (Ground Floor)

11:00 – 11:45 Keynote Speech ITUAN HAJI KHAIRUDDIN RAHMAN‘Business Opportunities and its Management’ Auditorium Murad Mohd Noor

(Ground Floor)

11:45 – 12:30 Keynote Speech IIENCIK ADZFAR AZIZ‘How to Build a Sustainable Business Model in Digital World’

12:30 – 14:15 Lunch Break Foyer Auditorium (Ground Floor)

14:15 – 15:45 Concurrent Session I Auditorium BSeminar Room I, II & III(Lower Ground Floor)


16:00 – 17:00 Concurrent Session II Auditorium BSeminar Room I, II & III(Lower Ground Floor)

17:00 End of day 1



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11TH JANUARY, 2015 (SUNDAY)

TIME PROGRAMME VENUE

09:00 – 10:30 Concurrent Session III Auditorium BSeminar Room I, II & III(Lower Ground Floor)


11:00 – 12:30 Concurrent Session IV Auditorium BSeminar Room I, II & III(Lower Ground Floor)

12:30 – 14:15 Lunch Foyer Auditorium (Ground Floor)

14:15 – 15:45 Concurrent Session V Auditorium BSeminar Room I, II & III(Lower Ground Floor)


20:00 – 22:00Conference DinnerBest Paper & Best Case Awards

Grand BallroomEquatorial Hotel Penang



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CURBING UNSAFE BEHAVIOUR: THE ROLE OF LEADER-MEMBER EXCHANGE, JOB AUTONOMY AND SAFETY COMPLIANCE

AAMIR ALI CHUGHTAISchool of Management, Forman Christian College, Ferozepur Road, Lahore 54600, PakistanE-mail: [email protected]

ABSTRACT

This study examined the mediating role of job autonomy and safety compliance in the

relationship between leader-member exchange (LMX) and unsafe behaviour. Using a sample of

179 Pakistani doctors, the research hypotheses were tested by conducting structural equation

modelling (SEM). Results of SEM analysis provided support for a sequential mediation model

in which job autonomy mediated the relationship between LMX and safety compliance and

safety compliance mediated the effects of job autonomy on unsafe behaviour. The theoretical

and practical implications of this research are discussed.



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HOW DOES EMPLOYEES’ PUBLIC SERVICE MOTIVATION (PSM) GET AFFECTED? A CONDITIONAL PROCESS ANALYSIS OF THE EFFECTS OF PERSON-JOB FIT AND WORK PRESSURE

DR ABDUL KARIM KHANSuleman Dawood School of Business, Lahore University of Management Sciences.

ABSTRACT

Organizational experiences can affect employees’ Public Service Motivation (PSM) in a myriad

of ways. Drawing on the institutional perspective of PSM theory, we argue that an individual’s

PSM gets affected due to feelings of personal fit with the job requirements and indirect effects

of perceived fit on job satisfaction is mediated through PSM. We expect that the direct effect

of job-fit on job satisfaction is contingent on the experience of work pressure, such that the

effect would be stronger in low pressure conditions. Similarly, the indirect effect of personal

job-fit on job satisfaction is also contingent on the experience of work pressures. In conditions

of high workload, the strength of the effect of job-fit on job satisfaction through PSM may be

weaker as compared to low work pressure conditions. Analysis of a survey of 213 respondents

supports our hypotheses. Implications of these findings and future research directions are also

discussed.

Keywords: Public Service Motivation, Person-job Fit, Job Satisfaction, Work Pressure



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SHALIMAR INTERCHANGE

DR M. ABDUR RAHMAN MALIK, DR ARIF I RANA, MRS SHEHERYAR RAFISuleman Dawood School of Business, Lahore University of Management Sciences

ABSTRACT

Shalimar Interchange was the first three-tier road infrastructure project in Punjab. FWO worked

on the project as a contractor and Lahore Development Authority was the client. Project was

set a very challenging timeline from the start. A day earlier, the PD had made a presentation

regarding the progress to the Chief Minister of Punjab, and was later tasked by his boss to

complete the project at the earliest. The major decisions facing Hassan were where to cast the

girders, material procurement strategy and how to expedite the work on the project.



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WASEELA FOUNDATION – ACCOUNTING FOR ZAKAT

ASHRAF M. JUNAID, RAUF ABDULSuleman Dawood School of Business, LUMSE-mail: [email protected]

ABSTRACT

Waseela Foundation was a charity organization based in Lahore, Pakistan. This case study

focused the issues with accounting system of the organization to record receipt of zakat

donations and utilization thereof. The existing accounting system was simple and put all types

of donations into one pool. Expenses were paid out of that pool indiscriminately. It was not

acceptable by some zakat donors who had different interpretations to dispose of zakat. With

the example of zakat funds, the case thus provided students with an excellent opportunity to

understand the intricacies of fund accounting for nonprofits. The case was originally developed

to be used in “Accountability and Control Module” of “Financial Management Program” designed

for senior and middle level management of civil society organizations. This case would follow

sessions on financial accounting. This case was also taught in an undergraduate class - Strategic

Management Accounting and Control System (SMACS) of BSc Accounting and Finance Program.

It went well and got a rating of 4.57 out of 5.

Keywords: Zakat, accounting, civil society organizations, NGO, hospital, restricted fund,

temporarily restricted funds, donation, and sustainability.



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TELEVISION METRICS: IS THERE AN EASY FIX?

JAYASIMHA K.R.Address: Indian Institute of Management Indore, Rau-Pithampur Road, Indore (M.P.) 453331, India.Phone Number: +917312439538(Office) Email: [email protected]

ADITYA BILLOREAddress: Indian Institute of Management Indore, Rau-Pithampur Road, Indore (M.P.) 453331, India.Phone Number: +91-9826075211(Mobile), +917312439553(Office) Email: [email protected]

ABSTRACT

Digitization was ushering in sweeping changes in the way television content was carried,

transmitted and viewed in India. Digitization had also re-surfaced the age old debate for a more

robust television audience measurement system, the rating currency which broadcasters and

advertisers valued significantly. The sole provider of the television metrics, TAM Media Research

was accused of lack of transparency, employees tampering with the data for money and using

an inadequate & non representative sample. In an interview, the CEO of TAM Media had said

“We take cognizance of the genuine criticisms - one of them obviously being the subject of sample

size. But we are part of an international organization with international parentage (AC Nielsen,

Kantar Media); therefore we follow the same international standards of working in India too”2 With

a leading broadcaster like New Delhi Television [NDTV] filing a law suit against TAM Media

Research, the general trust with the agency and the Television Rating Point [TRP] data provided

by the agency was low. Even the public broadcaster, Prasarbharatihad questioned the TAM

data on undermining the terrestrial and rural reach of its channels, Doordarshan. The credibility

of the rating agency had taken a big hit when the sample list of households of Mumbai city

made its way to the press.The comments by an industry veteran echoed the industry attitude

towards the television metrics data. “The breach continues and the industry attitude remains

unchanged. Nobody backed Zee and I don’t see many rallying behind NDTV either.”3 Broadcast

Audience Measurement Council [BARC], which was a three way alliance comprising of the

apex bodies of the broadcasters, the advertisers and the advertising agencies of India had a

challenging task of putting in place a system that would be perceived as transparent, credible

and accountable by all the stakeholders. Putting in place such a system required significant

financial and intellectual resources. Other systems pitched as alternatives to TAM in the past,

had come & gone. Therefore many wondered, is there an easy fix for the television matrix?



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A JOHNNY AMIDST JUGNUS CASE A AND B

DR ADNAN ZAHIDSuleman Dawood School of Business,Lahore University of Management Sciences.

ABSTRACT

The case is ideally suited for a course in Marketing, where the primary topic of discussion is

‘Product Pricing’. The case is suited to both introductory MBA courses in Marketing, and advanced

Marketing courses at the Undergraduate level. In addition to providing an opportunity to

discuss Product pricing, the case allows for detailed analysis of product costing, and break-

even analysis.



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THE EFFECT OF DISTRIBUTIVE AND PROCEDURAL JUSTICE ON EMPLOYEE ENGAGEMENT: THE CASE OF SUDAN

ALAA AMIN HASSAN OMAR University of Khartoum School of Business Administration, Khartoum, Sudan,Email: [email protected]

YUSLIZA MOHD.YUSOFFUniversiti Sains Malaysia Graduate School of Business, Penang, Malaysia,Email: [email protected]

ABSTRACT

The purpose of this study was to investigate the role of distributive and procedural justice on

employee engagement with application in baking sector in Sudan.

Purposive sampling specifically judgment sampling were taken of employees in banking

sector in Sudan. A survey was carried out on 50 frontline employees. The average age was

39 and 72 percent were male. Participants had been in their current job for an average of 8

years, in their organization an average of 12 years, and had on average of 13 years of work

experience. Results of this study indicate that there is a meaningful difference between job

and organization engagements. Also and distributive justice and procedural justice predicts

both job and organization engagement. This study is one of the pioneer studies supporting

a distinctive difference between job engagement and organization engagement. Thus, its

contribution to the emerging area of employee engagement is great. The majority of empirical

studies on issues relevant to organizational justice and employee engagement are carried out

in developed Western nations. This study is carried out in Sudan, a developing sub-Saharan

African country which is among the few studies conducted in developing countries.

Keywords: employee engagement, distributive justice, procedural justice, Frontline employees.



15

A COMPARATIVE EVALUATION OF AN ENTREPRENEURIAL PROJECT USING ISLAMIC AND CONVENTIONAL BANKING APPROACHES

AMAN ULLAH SAIYEDAssistant Professor – Accounting and LawInstitute of Business Administration, Karachi, Pakistan

ABSTRACT

Islamic banking is now considered a major challenger to the conventional banking. A significant

segment of Muslim and even non-Muslim accountholders now like to do business with Islamic

banks. We still have a major problem evaluating projects using Islamic banking. The article takes

a project and evaluates it using both Islamic and conventional financing approaches. The article

also includes a brief description on two popular forms of mid-and long-term Islamic financing

methods called Mudharabah and Mushrakah.



16

UNCERTAINTY IN THE MARKET AND ITS IMPACT ON ORGANIZATION

DR. AMIT KUNDU, ARABINDA BHATTACHARYAWest Bengal University of TechnologyDepartment of Business Management, University of CalcuttaEmail: [email protected] (Communicating Author)

ABSTRACT

The study explores the measure of uncertainty of the market and also the linkage between

the uncertainties of the business environment and the performance of the organizations in

the specified sector that includes Chemical; Petro-chemical Process Industry; Agricultural

related Industry; Processed Food Industry; Bio-Chemical related Industry in the context of

Liberalized Indian Economy. In this paper, the measure of uncertainty on the basis of subjective

understanding of managers is validated by the objective measure of market uncertainty.

The strong relationship between two measures of uncertainty has been established and the

subjective measure of uncertainty has strong impact on the performance of the organization.

The subjective measure has been classified into two dimensions, namely, internal uncertainty

and external uncertainty. The paper also ascertains the relative influence of the internal

uncertainty (IU) and external uncertainty (EU) on the performance of the organization. The

study also established that internal uncertainty has greater impact than external uncertainty on

the performance of the organization. Through this analysis, it is possible to ascertain how the

organizations are able to combat the uncertain situation in the market for better performance.

Keywords: Uncertainty measure, Error Variance, Internal Uncertainty, External Uncertainty,

Performance, Chemical Sector, India



17

DRIVERS TRAINING PROGRAMME

DR. AMITABH DEOKODWANIAssociate Professor-IIM IndoreEmail: [email protected]@gmail.com

ABSTRACT

In June of 2013, Mr.Trivedi, CEO of Somany Ceramics Limited (SCL) was carefully listening to

the arguments in favour of as well as against one of the new training programme “Smart Truck

Driver”, proposed by Human Resource (HR) department. The HR department was projecting

it as a part of Corporate Social Responsibility (CSR) initiative and presented a list of points

favouring proposed new training initiative. However, some of the executives present were of the

opinion that since the margins were shrinking as the cost of production was going up and the

competition was increasing day-by-day, SCL should not invest in such kind of training initiatives.

Every single penny should be invested where the immediate returns were high and not on the

non-core activities. Looking at the current economic scenario and the challenges confronted by

the SCL (Annexure 1), the CEO was in the dilemma if he might as well permit HR department to

start this program or sit tight for some more time to take this initiative. HR department played

a vital role in the past by supporting organization to overcome various challenges confronted

by SCL through its innovative and cost effective training strategies. Everyone was confident

about the competency of HR department to offer a mixed bag of adequate training programs.

Yet, due to the current economic environment, increase in manpower as well as raw material

cost and increasing competition, edges were contracting and therefore top management was

in a quandary



18

BUILDING EMPLOYEES’ ENGAGEMENT THROUGH LEADERSHIP, HUMAN RESOURCES MANAGEMENT PRACTICES AND ORGANIZATIONAL CULTURE

ANIK HERMININGSIH Magister Management Program, Mercu Buana University, Jakarta, IndonesiaMeruya Selatan Street, West Jakarta 11650E-mail: [email protected]

ABSTRACT

Competition in the business world is getting tougher. This circumstance requires employees

who have good engagement because employees having good engagement will have high

morale, spread positive information about the organization for which they work, and always

strive to provide the best for the organization. Leadership and human resource management

practices within an organization shape employees’ perceptions, attitudes, and behavior.

Similarly, the organizational culture, shared values, governs the behavior patterns of the

organizations members. This research aims to develop a development model of employees’

engagement through leadership and human resource management practices through

organizational culture that supports employees’ engagement. The data were collected by using

questionnaires involving 111 students working in companies in the Jakarta, Bogor, Tangerang

and Bekasi (Jabodetabek) as research respondents. The data were analyzed by using structural

equation modeling (SEM) with AMOS program. The results showed that leadership and human

resource management practices have a significant positive effect on employee engagement

through organizational culture. Human resource management practices directly influence

employees’ engagement, but the leadership has no significant direct effect on employees’

engagement.

Keywords: organizational culture, morale, employees’ behavior



19

EMPOWERMENT OF PRIMARY SCHOOL TEACHERS IN INDIA

ANITA SARKARXLRI JamshedpurE-mail: [email protected]

ABSTRACT

Two cases combined together give students holistic perspective on employee empowerment

and critical role of a leader in the context of empowering employees. Both cases are set in the

context of primary school teachers, a setting with which instantly the readers can relate to.

While the first case (Part A) is related to public schools in India, the second case (Part B) is in

the context of a private school, named HSC. Both cases have been used in MBA classes and

Management Development Programme for Executives. The first case puts forth the question,

how can one make a difference in the abysmal state of a public school, when there is hardly any

support or resources available to teachers. Collecting responses from the participants, teachers

can introduce students with the psychological and structural dimensions of empowerment.

Second case tries to unfurl despite having good intentions whether Renu Shah, headmistress

of the school is ensuring or hindering the empowerment of teachers. This case is suitable for

Human Resource Management and Organization Behaviour Area.



20

HOW TO MEASURE PERFORMANCE OF TEACHERS?

ARSHAD ASHFAQUE MALIKCollege of Business, Zayed University, United Arab Emirates

ABSTRACT

This paper argues for a transactional cum continuous improvement approach to evaluate

performance of New Zealand’s teachers as opposed to the administrative oriented, compliance

based annual approach, which is in vogue. It proposes modifications to the current system of

teachers’ performance appraisal in New Zealand to reflect the expectations of teachers from the

school as well as the expectations of the school from the teachers. The paper explicates what

needs to be measured to evaluate teachers’ performance and also how it should be measured.

This issue is also of significance for emerging economies, that are on one hand experiencing the

youth bulge and on the other need top performing teachers to produce well trained youth in

order to sustain economic growth.

Keywords: New Zealand, Teachers’ Performance, Key Performance Factors, Evaluation of

Teachers, Teachers’ Perspective, Performance Measurement.



21

DEVELOPMENT OF CUSTOMER RELATIONSHIP MANAGEMENT FRAMEWORK FOR INDIAN AIRLINE INDUSTRY

ARUN KUMAR AGARIYA, JYOTI TIKORIADepartment of Management, BITS Pilani, Pilani, Rajasthan – 333031, IndiaE-mail: [email protected]; [email protected]

ABSTRACT

The objective of this research is to develop a reliable CRM (Customer relationship management)

framework specifically catering to Indian airline industry. A pilot study with customers of airlines

followed by expert interactions was done to explore relational constructs. This was further

followed by questionnaire design and response collection from the customers. Exploratory

factor analysis was applied which indicates CRM as a multi dimensional framework comprising

of 5 factors namely trust, commitment, performance orientation, personalization and employee

orientation which should become the cornerstones for CRM strategies of Indian airline industry.

There is plenty of literature available in the area of CRM specifically for Indian service sector, but

there is no such research study found in context of airline industry. The results of this research

study will help in filling the existing gaps in the literature and managerially help in enhancing

the customer base and profitability of the Indian airline industry, which in turn will have an

effect on Indian economy because of the sectoral contribution. The proposed framework can be

further verified using confirmatory factor analysis. The limitations of the proposed framework

will be in terms of sample size and generalizability in case of different national and business

contexts.

Keywords: Indian airline industry, CRM framework, Performance orientation, Indian service

sector, CRM strategies



22

CHOICE OF BANKING MODEL AND BANK PROFITABILITY

ATIF SAEED CHAUDRY, MARYAM SOHAILLahore University of Management Sciences

ABSTRACT

In this paper we develop a model based on the choice of model a monopolist bank may adopt

based on its profit maximizing behavior. The bank may choose to advance loans and charge

a fixed amount of interest on the loans (conventional banking). On the other hand, the bank

may also advance loans but charge a share of profits (state contingent banking). The bank mat

choose the model that maximizes the banks profits. To maximize profits, the monopolist bank

adopting either of the business models would charge as high interest/sharing rate as possible.

However, moral hazard limits the upper bound to what the bank can charge. In this paper, using

mechanism design approach, we build a model to characterize the profitability drivers of both

state contingent and conventional banks and compare the two. We find that state contingent

banking is favored when the variance of projects that banks are financing is high. For projects

with low variance, conventional banking gives better profitability while remaining within the

feasible set. This model can be used to answer questions such as when should an intermediary

lend to a project with a stake in profits as opposed to charging a fixed interest rate on projects,

and why financial system is more concentrated towards bank based lending in Germany

compared to a higher venture capital activity in USA.



23

FATIMA FERTILIZER: A POTENTIAL SECURITY FOR TUNDRA PAKISTANFOND

DR. BUSHRA NAQVI (ASSISTANT PROFESSOR, LUMS) DR. NAWAZISH MIRZA (ASSOCIATE PROFESSOR, LSE) DR. KUMAIL RIZVI (ASSOCIATE PROFESSOR, LSE)

ABSTRACT

Tundra Pakistanfond was an open-end fund headquartered in Sweden and managed by Mattias

Martinsson, was also the highest value fund of Tundra Fonder. The Fund with the objective

to provide maximum long-term return had been investing in transferable securities issued

by companies that had their registered office in, or that conducted their principal operating

activities in Pakistan. While Karim khan – CFO Tundra Pakistanfond had always appraised the

extraordinary returns consistently been generated by the fund for the last few years; he has

always been hunting for potential securities which could help the fund at least in maintaining

or even exploiting the highest return opportunities. Fatima got his attention as the company’s

prospects were looking strikingly encouraging; and he started understanding the industry and

developing an estimate of Fatima’s share price.



24

DO STRATEGIC TRAINING PRACTICES REDUCE TURNOVER INTENTION? MEDIATING ROLE OF ORGANIZATIONAL COMMITMENT

CHAM LEE YING, PN. JUNAIMAH JAUHARGraduate School of Business, Universiti Sains Malaysia

ABSTRACT

This study studies the influence of strategic training practices and turnover intention with the

organizational commitment as a mediating role. Research was performed on a study data from

110 workers of manufacturing organizations in Free Trade Area, Bayan Lepas Penang. All the

participant were given the set of questions and reactions from the participant are examined.

The result of the analysis are reliable with the reciprocity concept and social exchange concept.

The finding of this study show that strategic training practices in term of perceived supervisor

support for training were found to have a significant relationship with the turnover intentions.

Meanwhile, organizational commitments in terms of continuance commitment and normative

commitment were also discovered to be partially mediates the relationship between strategic

training practices and turnover intention.

Keywords: Strategic training practices, turnover intention, organizational commitment.



25

ENHANCING BUS SERVICES TOWARDS PROMOTING CUSTOMER SATISFACTION: THE CASE OF OTL SDN BHD, MALAYSIA

OOI, C. K.1, KADER ALI, N.N.2, TEH, K.L.3 AND LIM, H.L.4Graduate School of Business, Universiti Sains Malaysia

ABSTRACT

OTL Sdn Bhd, a bus transportation operator in northern region of Malaysia, encounters a low

55.7% daily usage capacity of passengers in 2013, on its 46 routes, with over 400 buses causing

low profit generation and sometimes losses, after approximately 8 years in operation. Findings

from structured interviews, analysis of unpublished company data, website downloads and

customer survey on 105 respondents were summarized using a root-cause analysis tool

structure called Symptoms Versus Problems Framework (SVP), to determine the problems.

The low usage of services due to customer dissatisfaction as result of ineffective route system

and information; poor destination punctuality and customer services leading to two main

symptoms, namely, ineffective customer relationship management (CRM) and business

strategy. Ineffective CRM is due to poor communication on available services and promotions;

unfavorable routing plans resulting in 90% routes suffered losses; insufficient kiosks and online

purchase system for passenger convenience. Ineffective business strategy is due to poor routes,

driver indiscipline and poor destination punctuality, technology needs like internet access, lack

of customer awareness of available services. Recommended solutions require fast and effective

decisions on routing plan approvals from headquarters in Kuala Lumpur. The approved routes

and changes should be easily accessed on social media, kiosks at all route destinations, and

mobile technology gadgets, as information and online ticket purchase/refills of passes by

customers. Human capital development on operational matters at all levels, specifically, front

line employees are crucial to satisfy and retain regular passengers’ needs, as well as, attracting

new ones including tourists.

Keywords: Bus Transportation Services, Passenger Satisfaction, Customer Relationship

Management, CRM, Business Strategy, Symptoms versus Problems, SVP, Bus Transit System,

Transport Management System.

1 Ooi, C. K., email: [email protected] , Mobile: 601245470502 Kader Ali, N.N., mail: [email protected] Mobile: +6012-4941558 Office: +604-65327893 Teh, K.L., email: [email protected] , Mobile: 601241163904 Lim, H.L., email: [email protected] , Mobile: 60125740949



26

MANILA WATER: FROM PRIVATISATION TO SUSTAINABLE GROWTH

CHRISTOPHER DULASenior Case WriterSingapore Management University

ABSTRACT

In order to resolve severe water management problems in Metro Manila, the Government of

Philippines began rolling out a privatisation scheme in 1995 with the objective to provide

universal access to piped water with regular 24-hour access. The scheme auctioned off service

provision of Metropolitan Waterworks and Sewage System, a government agency that handled

all water and sewage services, to two 25-year concession agreements that divided Metro Manila

into East and West. On August 1, 1997, Manila Water won the East Concession. After 16 years,

Manila Water had more than doubled their customer base and achieved 24-hour access to safe

and affordable piped water to 99% of its distribution network in the East Concession, whereas

before just two-thirds had any access at all and only 26% had regular 24-hour access. Moreover,

system leakage and pilferage were improved from 63% to 12% water loss by 2013. To accomplish

this, Manila Water overcame both internal and external challenges. Internally, the company had

to transform its culture and pyramid-like bureaucratic structure into a de-centralised one where

actions could be undertaken through bottom-to-top directives. Human capital and leadership

development, as well as putting in place the right incentives, were key to accomplishing this

objective. Externally, Manila Water had to address environmental, socio-economic and political

challenges. Engagement between government, business and civil society was essential. Moving

forward, Would Manila Water’s human capital and leadership development strategy along with

its approach to stakeholder engagement be enough to position the company for sustainable

growth?



27

THE ROLE OF PERCEIVED WEBSITE INTERACTIVITY AND CUSTOMER PERCEIVED VALUE IN THE ADOPTION OF ONLINE HOTEL BOOKING

DAHLAN ABDULLAH, K. JAYARAMANGraduate School of Business, Universiti Sains Malaysia (USM), Penang

ABSTRACT

Many Malaysian hotels have developed websites as their channel of marketing and distribution.

Even though Malaysia has been ranked as one of the top ten countries in Asia with the highest

number of Internet users, the online hotel booking adoption rate among hotel customers is

relatively low compared to other neighbouring countries. Guided by Stimulus-Organism-

Response (S-O-R) Theory and the emerging Service Dominant Logic (SDL) literature, this

conceptual paper, therefore proposes a framework to examine possible factors that could

influence customers’ intention to adopt hotel website to book for hotel accommodation. Five

dimensions of perceived website interactivity and three dimensions of customer perceived

value were proposed to be examined as independent and mediating variables respectively.

Since hotel website has become one of the major sources of hotel room reservations in

developed countries, the insight from this proposed framework may perhaps assist Malaysian

hoteliers in developing, maintaining and improving their website. Consequently, enhance its

adoption by customer.

Keywords: Perceived website interactivity, customer perceived value, hotel website adoption,

S-O-R Theory, Service Dominant Logic



28

ICON: MANAGING A NEW BUSINESS VENTURE

ABDUL KHALIQ DAUDPOTO, WAHEED ALI UMRANISukkur IBA.

ABSTRACT

In October 2012, Aamir Ghouri was contemplating how much successful his new venture-

Icon Super Store- has been and how to make it more profitable. Distracted by glance from

window of his office at rush of customers entering into elegant building of the store, he felt

proud in establishing the first super store in the region of Sukkur after facing many challenges.

It took seven years to convert his idea to expand his well established business of retailing of

mainly clothing, Ghouri Department Store, to the retailing of grocery. He was also pondering

on how to attract the potential customers and what to do with underutilized space of the store.

He was quite unhappy with current situation of ICON, as its two-story building had ground

floor fully occupied by grocery and general products, first floor temporary filled with crockery

products and second floor totally empty. Although the sales of the store grew by ten percent

monthly, month on month basis, from the last year 2011, when ICON was commenced, he

realized that major chuck of sales was coming from upper and upper- middle income earning

customers, majority of them were also regular customers of Ghouri Departmental Store. He

saw the potential market of middle and lower middle class customers, who constituted big

chuck of population of the region and could be attractive to large variety of grocery items at

deeply discounted prices and experience of self service and convenient environment at ICON.

He was considering the three options to use the vacant second floor including offering fresh

food items, opening restaurant or renting the floor for exhibitions.



29

SUSTAINABLE BUSINESS THROUGH SUSTAINABLE HUMAN RESOURCE MANAGEMENT PRACTICES: A STUDY ON TWO CENTURY OLD FAMILY-MANAGED ORGANIZATIONS IN INDIA

DR. DIPAK KUMAR BHATTACHARYYAXavier Institute of Management, Bhubaneswar, Odisha, Pin: 751013, IndiaE-mail: [email protected], [email protected]

ABSTRACT

“I’m not going to buy products anymore created through deforestation.” *

- Statement of a customer to a global FMCG major

Organizations globally now look for sustainable and more equitable way of resource utilization;

and adopt business models which are sustainable and generate reasonable returns. For

last four decades or so strategic human resource management (SHRM) practices helped the

organizations to pace with the turbulent economic environment and survive. SHRM practices

are focused on achieving incremental results in terms of profit and in the process emphasizes

on performance outcomes of people which contributes to organizational profitability. From this

perspective SHRM practices although significantly alter firms’ HRM activities, the target being

primarily to increase the value accretion to organization, it embeds the predominant concept

of exploitation. Such negativity of SHRM has been observed by many researchers like; Miles &

Snow, 1984; Schuler & Jackson, 1987; Lundy & Cowling, 1996; Huselid, 1995; Pfeffer, 1998; Richard

& Johnson, 2001; Macky & Boxall, 2008, etc. Sustainable human resource management as an

alternative to SHRM, on the other hand recommends the need for value accretion to employees

also, simultaneously with incremental change in firms’ profitability and performance. Linking

human resource management practices with sustainability, organizations today try to gain

their competitive strengths. Based on the perceived ranking of HR sustainability constructs

by sample past and present managerial level employees, this study investigates whether

sustainability of two century old family-managed organizations in India can be attributed to

their sustainable human resource management practices.



30

THE IMPACT OF INTERNAL AND EXTERNAL FLEXIBILITY ON OPERATIONAL COSTS: THE MEDIATING ROLE OF CUSTOMER SERVICE

FAZLI IDRIS and JIHAD MOHAMMADGraduate School of Business, Universiti Kebangsaan Malaysia, Bangi, Malaysia

ABSTRACT

The study aims is to determine the impact of internal and external flexibility and customer

service on the operation costs. A model is proposed that links internal and external flexibility

to operational costs via customer service. The underlying dimensions of the variables of this

study were empirically verified and validated through Confirmatory Factor Analysis (CFA),

Reliability Analysis Procedure, and Construct Validity Procedures. Structural Equation Modeling

(SEM) was employed to test the model using SmartPLS procedures, drawing on a sample of

452. Respondents are operations managers or equivalent positions who work in service sectors

in Malaysia and South Africa. Data analysis revealed that, a significant relationship was found

between the level of customer service and the cost. Further to that, internal and external

flexibility was found to contribute a significant impact on the cost and this was realized through

the mediating role of customer service.

Keywords: Internal flexibility, external flexibility, customer service, operations costs, Malaysia.



31

WINNING COMPETITION THROUGH THE MANAGEMENT OF BRAND EQUITY, WORD OF MOUTH (WOM), AND VIRAL MARKETING ON PRIVATE UNIVERSITIES

FARIDA, HERRY AGUNG PRABOWODepartment of Industrial Engineering, University of Mercu Buana, Jakarta Meruya Selatan Street, West Jakarta 11640, IndonesiaE-mail: [email protected] [email protected]

ABSTRACT

The rapid development of Private Universities (PTS) results in increasingly competitive

competition in acquiring new students. In higher education industries, winning the

competition means that the high school graduates choose those universities to continue their

studies. Brand equity is one of the important concepts in brand management because strong

brand equity will make a brand chosen by its prospective customers. In contrast to general

companies which use marketing mix variables as a source of brand equity, universities have a

wide variety of targets. So the role of personal communication is very important to validate a

university brand. Other forms of personal communications are word of mouth communications

(WOM) and communication through the internet media (viral marketing). This research aims to

understand the effects of WOM, viral marketing, and brand equity of private universities (PTS)

on decision to choose PTS. Data in the forms of brand equity variables, WOM variables, viral

marketing variables, and decision to choose variables are obtained from the questionnaires.

The number of samples taken is as many as 350 from high school students in Jakarta. The data

are statistically processed by the method of structural equation modeling (SEM) using SPSS and

AMOS. The results of this research indicate that the decision to choose is influenced by brand

equity, while the brand equity is significantly influenced by WOM communications and viral

marketing. WOM and viral marketing do not significantly influence the decision to choose. So,

to win the competition, PTS should be able to build strong brand equity. Building a strong brand

equity management can be reached through good WOM and viral marketing. The success of

managing both WOM and viral marketing can be used as an advantage to win the competition

among private universities.

Keywords: brand equity, word of mouth communications (WOM), viral marketing, and private

universities (PTS)



32

THE ROLE OF IMPLICIT THEORIES AND BRAND ENGAGEMENT IN SHAPING CONSUMERS’ EXTENSION EVALUATIONS OF SYMBOLIC BRANDS

FARRAH ARIF, ZAINAB JAVEDFarrah Arif ([email protected]) is an assistant professor, and Zainab Javed ([email protected]) is a research associate, Suleman Dawood School of Business, Lahore University of Management Sciences, Sector U, D.H.A Lahore Cantt Pakistan 54792.

ABSTRACT

Past research emphasizes on the importance of fit in success of brand extensions. The current

research provides a new perspective by suggesting that consumers tend to favor extensions

that have a good (vs. poor) fit with the parent brand only under certain scenarios. Specifically,

we propose that consumers’ implicit theory orientation and brand engagement plays a critical

role in shaping extension evaluations of brands positioned on symbolic concepts. Three studies

on different symbolic brands (Mercedes-Benz, Rolex and Blackberry) suggest that individuals

who believe their ability is malleable (incremental theorists), engage with brands for self-

improvement purposes and are likely to favor good (vs. poor) fit extensions when their brand

engagement is low. In contrast, individuals who believe their ability is fixed (entity theorists)

engage with brands to signal their ability to others and are likely to favor good (vs. poor) fit

extensions when their brand engagement is high.

Keywords: Implicit Theories, Brand Extension, Brand Engagement, Extension Evaluation



33

THE INDUS HOSPITAL- A CASE OF FAITH BASED ENTREPRENEURSHIP IN PAKISTAN

FAWAD MAHDI, DR. SHAHID QURESHIInstitute of Business Administration Karachi

ABSTRACT

Entrepreneurship is considered as a key ingredient of an economy and is responsible to a great

extent for the expansion of the social sector and services. Recently, debate has focused around

on shifting the focus of efforts from profit maximization (commercialization) to solving social

problems (social entrepreneurship) and improving conditions for people both locally and

internationally. In social entrepreneurship, profit is not necessarily the driving factor, it is only a

means to ensure sustainability of the project which provides social benefits to the population.

The case study of Indus Hospital represents an effort by Dr. Abdul Bari a cardiologist, who

chooses to pursue social entrepreneurship by providing free high quality medical care to the

underprivileged people of Pakistan.

Keywords: Social Entrepreneurship, Social, Effectuation, Entrepreneurial Intentions, Spiritual

orientation



34

INDIAN RUPEE CRISIS OF 2013

PROF. GANESH KUMAR NIDUGALA, RASHMI SHUKLAIndian Institute of Management (IIM) Indore, India.

ABSTRACT

In June 2013 announcement of QE tapering by USA led to turmoil in financial markets world-

wide and huge capital outflows from emerging markets. Soon India joined the fragile set of

economies such as South Africa, Russia, Brazil, Indonesia, Argentina and Turkey facing capital

outflows and depreciating currencies. In 2013, India was facing structural problems, policy

paralysis, twin deficit, growth slowdown, double digit inflation and to top it all an impending

election in some states and at the federal level. Weak domestic economy coupled with recovery

hope in USA triggered capital outflows leading to plunging of Rupee to record low levels. The

central bank fired ammunition at its disposal one after another to prevent the plunge of the

Indian Rupee. At one point in time it looked like the RBI is fighting a losing battle against the

invisible hand. Eventually Rupee depreciation stopped and in fact recovered some losses. But

how long is the question.



35

MUSA’S PREDICAMENT & THE MBA PROJECT TEAM

DR GHUFRAN AHMAD Suleman Dawood School of Business, Lahore University of Management Sciences.

ABSTRACT

The case is focused on the complex challenge faced by the second year MBA student Musa at

the country’s top business school. His team is within striking distance of the project deadline,

but with serious and threatening problems brewing, it has extremely detrimental consequences

to the team dynamics, and on the eventual grade that the team will receive. As one of the

founding members of the team, Musa is perplexed and confused about how to resolve the

conflict within his team, which has been divided into two factions due to mishandling of the

situation by another team member Elias. He scolded his team publicly that made all the female

members of the group enraged. As the deadline is approaching close, Musa knows that any

changes in the team are hard to make and recalls his train of thoughts wondering what he

could have done differently.



36

THE RELATIONSHIP BETWEEN BOARD OF DIRECTOR QUALITY AND INFORMATION TECHNOLOGY PROJECT SUCCESS

ANDERES GUI1, HASNAH HARON2 AND YUDI FERNANDO3

1School of Information System-Bina Nusantara University2,3Graduate School of Business-Universiti Sains Malaysia

ABSTRACT

Information technology (IT) project failure rate are high because they are not able to be

completed within the stipulated time, exceed cost budgeted, does not meet user expectation,

does not meet scope of project and does not meet quality specified. The objective of this study

is to examine the relationship between Board of Director Quality and IT Project Success. 101

out of 120 commercial banks participated in the study. Data was collected using online survey.

Descriptive analysis using SPSS and SmartPLS was used to test the hypotheses. The result shows

that there is a significant relationship between Composition of BOD and IT Project Success. The

study suggests that the Indonesia Financial Service Authority should improve composition of

BOD by revisiting the Banks’ regulation on these issues as to date there is no specific criteria to

measure these factors.



37

DEPRECIATION AT NAZIR FURNITURE MANUFACTURER

HYDER ALI KHAWAJASukkur Institute of Business AdministrationEmail: [email protected]

DR. NIAZ AHMED BHUTTOAssociate ProfessorSukkur Institute of Business AdministrationEmail: [email protected]

ABSTRACT

This case illustrates the accounting and importance of depreciation in furniture manufacturing

business. This case highlights the important issues accounting standard IAS-16 “Property,

Plant and Equipment” addressing acquisition of fixed assets, depreciation methods, revision

of asset’s life, replacement and disposal of asset and finally revaluation and impairment of

assets. It also highlights the consequences of not recording depreciation expense on business

performance evaluation in terms of incorrect income and payment of taxes. It also emphasis on

the opportunity cost highlighting issues regarding doing operations by using own resources

for which no cost is paid and not recorded in income statement.

Keywords: Depreciation, machines, taxes, financial performance.



38

NEW PUBLIC MANAGEMENT, COST SAVINGS AND REGRESSIVE EFFECTS: A CASE FROM A LESS DEVELOPED COUNTRY

DR JUNAID ASHRAFSuleman Dawood School of Business,Lahore University of Management Sciences.

ABSTRACT

The paper begins with a brief review of NPM studies in relation to changes to management

controls and outcomes in both developed and less developed countries; this is followed by a

section on the theoretical framework on the regressive effects of reforms. The paper then briefly

explains critical realist interpretations of regressive effects followed by a description of the

research methods. The empirical findings are presented and discussed, leading to theoretical

discussions and conclusions in the final section.



39

INNOVATION CAPABILITY AND INTERNATIONALIZATION PERFORMANCE OF SMES: THE ROLE OF INSTITUTIONAL PRESSURES

DRS. SHAKEEL JAJJA, DR. KAMRAN CHATHASuleman Dawood School of BusinessLahore University of Management Sciences

ABSTRACT

Technological innovation capability is considered a significant determinant of

internationalization performance of SMEs in the developing countries. Where this has been a

central topic of a number of studies in the recent years, the results are however inconclusive.

We invoke the institutional theory perspective to hypothesize that institutional pressures

can potentially moderate the relationship between technological innovation capability and

internationalization performance of firms. Specifically, we argue that the existence of innovation

capability in a firm is insufficient to cause its internationalization unless there are institutional

reasons for the firm to do so. A hypothesized model to be tested in future research is presented.



40

COMMUTERS’ READINESS TO USE PUBLIC BUS TRANSPORT

ALEXANDRA KANG1, K. JAYARAMAN2, SOH KENG LIN3

1 Wawasan Open University, Penang, Malaysia, [email protected] Universiti Sains Malaysia, Penang, Malaysia, [email protected] Universiti Sains Malaysia, Penang, Malaysia, [email protected]

ABSTRACT

George Town (GT) with its township planning focus on buildings rather than streets connectivity

does not cater for transport needs (Sulaiman, 2010). Its landscape attracts humongous use of

personal vehicles instead of the local public bus transport (PBT). High vehicles based mobility

has no consideration for environmental friendliness and social milieu. Over 65% of personal

vehicles are travelling as single occupancy vehicles (Rosly, 2010) on the streets of GT and causes

congestion. The need to assert an alternative transport paradigm away from personal vehicles

is the key agenda for safe streets and livable GT. This paper offers a conceptual insight into

the importance of various factors affect commuters’ readiness in modifying their transport

behaviors, as well as the validation of theory in transport research. As low as 16% ridership of

PBT (PEMANDU, 2011) shows that commuters are not receptive to the improved services of PBT,

but their readiness to use PBT depends on other factors. Behavioral readiness for an alternative

transport mode hinges on attitude, social factors, emotions and intention of the commuters

towards such readiness.

Keywords: public bus transport, social factors, emotions, behavioral readiness



41

SASAN POWER LTD

PROFESSOR KEYUR THAKER Indian Institute of Management Indore

ABSTRACT

Sasan Power project was part of Governments bold new program of adding 50000 MwH

generation capacity by means of setting up 12 new Ultra Mega Power Plants to meet the

increasing energy demands of the economy. Initially Sasan Power Ltd was incorporated as a

Special Purpose Company (SPC), wholly owned by the Power Finance Corporation (PFC). The

SPL was responsible for activities like site selection, obtaining coalmines wherever applicable,

acquiring land, obtaining various clearances & approvals to expedite the developments.

Located at Pithead, the coal-fired plant would have capacity of 4000 MwH using super critical

technology. The PFC carried out an International Competitive Bidding process and awarded SPL

to the Reliance Power who quoted the lowest levelised tariff of Rs. 1.19 per unit. Subsequently

Reliance Power had built and commissioned Sasan Power Plant and would supply electricity as

per the long term Power Purchase Agreement with 14 procurers. In UMPP program, the Ministry

of Power recognized the need to “move away from cost plus approach for tariff determination

to further encourage private sector investment.” The program had many distinctive advantages

as compared to traditional Independent Power Plants using subcritical technology in terms the

scale, efficiency, consultative process used for development of the plants. However the UMPP

dream have soured in more than one-way ranging with the tariff determination, rising fuel

cost, delays, cost escalations, environmental clearances for mining, fuel procurement and so

on. The case provides opportunities for understanding the development in power sector and

the issues the Sponsors and the regulators faced in implementing the ambitious Sasan Ultra

Mega Power plant. The case illustrates the unique opportunities created in the Indian power

industry by changes in regulations; technology and structure of power plants. The formations

of shell companies that would transfer to private parties to build own and operate ultra-mega

power plants strategically located at ports or pithead. Long term Power Purchase Agreements

with multiple utilities would be signed. The program marked a new era of use of super critical

technology, ultra mega scale to significantly lower the cost of energy resulting in to very

competitive fixed levelised tariffs as against the cost plus tariff used traditionally. The issue is

to estimate the value – attractiveness of the investment and associated opportunities and why

did the program fail?



42

FACTORS CONTRIBUTING TO CUSTOMER COMPLAINTS ON ELECTRONIC PRODUCTS: A CASE OF DUMMY ELECTRONICS, MALAYSIA

NOOR NASIR KADER ALI1, KHEW YING YE2

Graduate School of Business, Universiti Sains Malaysia, 11800 Penang, Malaysia

ABSTRACT

Customer complaints on software features development reflecting dissatisfaction, indicating

the presence of engineering requirements on feature specs not fulfilled. This study investigates

the various problems revolving around the relationship between Customer Complaints with

Engineering Requirements, Process Validation, and Cycle Time Delays. Findings from interviews

with nine managers, engineers and stakeholders, review of company data, and field observations

were summarized into a root-cause analysis tool called Symptoms Versus Problems (SVP)

Framework to determine the deadlock issues. The weakness in Engineering Requirements,

specifically, lack in standardized SOP, enforcement and talent development. Process Validation

is affected by overload of cases and lack of skillsets, poor monitoring and control, and lack

awareness on importance of engineers’ output performance. Cycle Time Delays caused by poor

monitoring and control, lack SOP on TNA and talent development, as well as, competency

assessment. Solutions to Engineering Requirements include standardizing of common terms

on SOPs shared by cross-functional teams, and enforcement of automated traceability systems.

Strategies on effective TNA and talent development are applicable for all three weaknesses.

Developing intelligence software, monitoring and control on engineers’ output performance

and test cases are crucial for Process Validation. Cycle Time delays also requires skillset assessment

for effective task assignment and monitoring of performance efficiency. The outcome, results

in increased competency, improved business process and, technology usage. Thus, enhances

customer relationship management and customer satisfaction. Knowledge, effectiveness and

efficiency adds value to organizational sustainability, relevant to fulfilling customer needs and

reliable timely services, building brand image and its market value.

Keyword: Customer Satisfaction, Customer Relationship Management, Intellectual Capital,

Competency, Process Improvement

1 Noor Nasir Kader Ali, email: [email protected] 2 Khew Ying Ye, email: [email protected]



43

LEADERSHIP COMMUNICATION IN CRISIS: A CASE OF SHOPPERS STOP LTD., INDIA’S LEADING LIFESTYLE RETAIL CHAIN

MONA N. SHAH & KIRTI RAJHANSNational Institute of Construction Management & Research, Pune, IndiaE-mail:[email protected]/ [email protected]

ABSTRACT

The role of leadership communication in times of crisis is widely regarded as a crucial leader

competency especially when viewed with contemporary business situation, constantly

being shaped by the twin forces of global and local priorities. These challenges have become

more critical, in case of the Indian retail sector which is in a state of enormous churn due to

macro-economic, and social factors redefining the business. The need to communicate with

clarity, power and purpose takes on a different meaning altogether during the time of crisis

situations. Therefore, for leaders in this field, a high ‘communication quotient’ helps establish

a workplace environment with not only free and fast communication flows but which also

results in minimum distortion while carrying across various stakeholder groups. The leader is

responsible for setting the tune and the tenor of communication for the whole organisation.

Govind Shrikhande, currently Managing Director of India’s largest retail market chain, ‘Shoppers

Stop’ is credited with consciously nurturing a ‘communication culture’ within the organisation.

While this helps Shoppers’ Stop to be the reigning retailer in India, it also poses continuous

challenges to him and his team. The present case depicts Govind’s distinctive communication

strategy that has helped the company to overcome the challenges posed during the ‘Great

Global Meltdown’.

Keywords: Leader, Leadership Communication, Crisis, Indian Retail Sector



44

THE DETERMINANTS OF SERVICE QUALITY ON SERVICE INNOVATION IN POST OFFICES: AN EMPIRICAL STUDY

S. KIUMARSI, SALMI MOHD ISA, K. JAYARAMANGraduate School of Business, Universiti Sains Malaysia, 11800 Penang, Malaysia

ABSTRACT

Postal services organizations all over the world continue to face pressure on structural mail

volume due to digital revolution and radical changes in information communication technology

(ICT) in most of the developed and developing nations. The advancement and sophistication in

ICT can make things easier and the services offered by the post offices in developing countries

become either duplication or obsolete. The current study is undertaken to investigate from the

post office users, the quality determinants of service innovation in terms of human aspects,

technical aspects, tangible and intangible aspects. A total of 140 respondents were considered in

the cross sectional questionnaire survey, of which 137 (97.9%) respondents opinioned that post

offices should serve to the public on social motives while 124 (88.6%) suggested that it should

function for both social and profit motives. The findings of the study reveal that human aspects

and intangible aspects were positively and significantly influencing the service innovation in

post offices. The improvement in working conditions, the proper ICT training to post office

employees, reducing the waiting time of the customers and launching new innovative services

may enhance the continued growth of post offices.

Keywords: Determinants of Service Quality, Service Innovation, Post Office



45

OPENING THE BLACK BOX: A CASE ON NON-ADOPTION OF CLEAN FUEL BY SLUM DWELLERS

KUMKUM BHARTIDepartment of Management studiesIndian Institute of Technology Roorkee, Roorkee, Uttarakhand, [email protected]

DR. RAJAT AGRAWALAssistant ProfessorDepartment of Management studiesIndian Institute of Technology Roorkee, Roorkee, Uttarakhand, [email protected]

DR. VINAY SHARMAAssociate ProfessorDepartment of Management studiesIndian Institute of Technology Roorkee, Roorkee, Uttarakhand, [email protected]

ABSTRACT

The case represents a failed attempt of the government of Delhi to make the urban bottom

of the pyramid (BOP) use Liquefied Petroleum Gas (LPG) in households for regular use. The

case is of Katpulti colony, known to be as the world largest puppeteer’s colony in the world,

located in the heart of country’s capital, Delhi. A lack of government intervention a priori in the

specific need identification of urban BOP consumer is supposedly the main reason for failed

government scheme. Other factors like lack of regular income, prevalence of conventional

methods of cooking and fuel, too, deter consumers to adopt clean fuel i.e., LPG. The case

elaborates the relevance of co-production and joint value creation, two important components

of value co-creation. Therefore, case suggests the use of co-creation of value in providing the

right product to the desired segment, reducing the product failure cost, increasing the goodwill

and raising the adoption rate.



46

THE IMPACT OF EMPLOYEE PERCEPTION OF CSR PRACTICES ON ORGANISATIONAL COMMITMENT AND ROLE BEHAVIOUR: A STUDY OF SMES IN MALAYSIA

TEO LAM CHEW , ELLISHA NASRUDDIN Graduate School of Business USMEmail: [email protected]

ABSTRACT

Corporate social responsibility (CSR) remains a broad, complex and continually evolving

concept that encompasses a variety of ideas and practices. Practice has so far primarily been

concentrated on the large multinational enterprises instead of SMEs. In fact, a growing numbers

of studies have been done regarding the benefits of CSR. However, most are concerned with

the financial and customer perspective, while very little attention has been paid to employees.

CSR research on the employee level is still in its infancy. Therefore, this proposed research is

confined to the study of CSR practices in SME; namely environment, marketing, community

and workplace on a sample of frontline employees working in the SME sector in Malaysia and

is focused on investigating the mediating role of organizational commitment on the impact

between employee perception of CSR practices and role behavior. A conceptual framework is

proposed based on the relevant literature review.

Keywords: role behavior, organizational commitment, CSR, social exchange theory



47

CAPABILITY BUILDING IN A GOVERNMENT REGULATORY FIRM CASE SERIES AUTHORSHIP INFORMATIONThe first two authors have contributed equally to all cases.

CAPABILITY BUILDING IN A GOVERNMENT REGULATORY FIRM: CASE AMeenakshi Aggarwal-GuptaShailaja KarveSavita Damle

CAPABILITY BUILDING IN A GOVERNMENT REGULATORY FIRM: CASE BShailaja KarveMeenakshi Aggarwal-GuptaSavita Damle

CAPABILITY BUILDING IN A GOVERNMENT REGULATORY FIRM: CASE CShailaja KarveMeenakshi Aggarwal-GuptaSavita Damle

CAPABILITY BUILDING IN A GOVERNMENT REGULATORY FIRM: TEACHING NOTEMeenakshi Aggarwal-GuptaShailaja KarveSavita Damle

AUTHOR DETAILS

Dr. Meenakshi Aggarwal-Gupta Associate ProfessorIndian institute of Management [email protected]

Dr. Shailaja KarveAssociate ProfessorK. J. Somaiya Institute of Management Studies and Research, [email protected]

Savita DamleDoctoral [email protected]

ABSTRACT

Capability building in a government regulatory firm’ is a series of three chronological cases that

document the need for training (case A), training need analysis (case B) and training delivery

(case C) conducted in WSERC – a government regulatory firm during the period of July 2011

and 2012. The cases have been written such that they can be used independently or as a series

of cases.

Case A sets the context of the organization in terms of sector and functioning. It briefly tracks

the role of the state regulatory commission since its inception in 1999 and its need for internal



48

capability building. The organization was facing various challenges due to lack of sufficient

manpower. The case ends with the decision to consider mentoring intervention for people

development.

Case B describes the process of training need analysis carried out by some external consultants.

It details the process of data collection and analysis for need identification purpose. The case

ends with a proposed training plan for the organization.

Case C discusses the actual roll out of the training program and participant’s preliminary

feedback. It describes the challenges faced in organizing training programs in firms where such

activities have not been done before and the importance of top management commitment for

the success of any intervention.

The case series ends with a brief description of how the training intervention was abandoned

by the organization.



49

MARRIAGE VS CAREER: A DILEMMA FOR PROFESSIONAL WOMEN

DR MISBAH TANVEERSuleman Dawood School of Business,Lahore University of Management Sciences.

ABSTRACT

Nida Akhtar, a 29 year old factory unit supervisor and a labor union leader of one of the biggest

private textile manufacturing companies of Pakistan, faces a crucial decision regarding her

personal and professional life. She is getting married after a few months and has to move to

another city. She has been working at Crescent Bahuman Limited (CBL) since the last nine

years. In spite of several social pressures and sometimes unfavorable circumstances, she has

continued working because of her determination and endurance. She has earned appreciation

and respect from her organization as well as from her family and friends. She is exploring

different options available to her. She has an option of shifting to CBL’s female hostel if she

wants to continue working. However, she will have to do this at the cost of her newly married

family life. Alternatively, she can look for another job in the new city, but in this way she will

not be able to enjoy the same rank and position which she currently enjoys. She is exploring

possibilities and she knows that this decision will not only affect her own future life, but will also

have a significant impact on her married life and on her future generation.



50

DETERMINANTS OF CUSTOMER SERVICE SATISFACTION IN MALAYSIAN EDUTAINMENT SERVICES

MOHD HANIFF BIN [email protected]

INDRA A/P [email protected]

ABSTRACT

Various of firms really concern about customer satisfaction particularly when related to the

issues of service quality and service value. In this respect, the purpose of this study is to identify

the determinants of customer service satisfaction in Malaysian edutainment industry. Service

quality and service value were identified as factors that could influence customer service

satisfaction among the edutainment service providers in Malaysia. A survey methodology was

used by applying mall intercept methods. 123 useable responses were received from customers

who have used the edutainment services in three selected malls in Klang Valley that near to the

edutainment service providers. Findings revealed that service quality and service value have a

significant influence on service satisfaction. Among the two factors, service quality was found

to be the most influential factor on service satisfaction.

Keywords: Customer service satisfaction, service quality, service value



51

PERFORMANCE MANAGEMENT AT AKHUWAT

DR MOHSIN BASHIRSuleman Dawood School of Business, Lahore University of Management Sciences.

ABSTRACT

This case is about Akhuwat, a non-profit microfinance organization established in 2001. Unlike

most microfinance institutions (MFIs) in Pakistan, Akhuwat did not charge interest on its micro

credit products. This was possible since the organization used charitable donations as its lending

base instead of a bank loan. The operational overheads were also met through charitable

donations instead of being charged to the microfinance clients. This enabled Akhuwat to offer

loan products at no interest. Dr. Amjad Saqib, Akhuwat’s founder, considered his organization

to be a better alternative to traditional MFIs, which he considered exploitative due to their high

interest rates. He also believed Akhuwat’s lending practices to be in accordance with Islamic

principles of mutual support. Akhuwat grew gradually in terms of its loan portfolio and branches

from 2001 to 2009. However, in 2010, it experienced massive and rapid expansion after a credit

injection from the provincial government. Akhuwat’s active loan portfolio grew seven times in

three years, and its number of branches grew five times. This transition warranted considerable

changes in the performance management systems at Akhuwat, an organization where most

activities and tasks were done informally. This case study shares Dr. Saqib’s reflections about the

future of performance management at Akhuwat, as well as his concerns over not being able to

measure the organization’s intended impacts.



52

IMPACT OF PERCEIVED ORGANIZATIONAL JUSTICE ON ORGANIZATIONAL COMMITMENT AND EMPLOYEES’ TURNOVER INTENTION: MEDIATING ROLE OF TRUST

MUHAMMAD ASHAR Business Administration, Government College University Faisalabad, Pakistan.Email: [email protected]

ABSTRACT

The objective of the study was to explore the impact of employees’ perception of fairness

(organizational justice) in the organization on the employees’ loyalty and sincerity (organizational

commitment) and employees’ intention to quit an organization (turnover intentions). This

research is based on the universalistic perspective showing an exchange relationship between

the employer and the employee. If employer will treat their employees fairly and show care for

their employees then in reciprocate employees will show their loyalty with that employer and

will not be willing to leave him. A sample of 500 employees of banking, telecommunication and

hotel was selected for the study but 316 questionnaires became part of the study. Correlation

and beta values of organizational justice were significant with the employees’ organizational

commitment and turnover intentions. Organizational justice and Organizational Trust were

found to have significant positive correlation with organizational commitment and have

negative correlation with turnover intentions. As per recommendations (Barron & Kenny, 1986)

trust in organization has significant mediation between organizational justice and turnover

intentions. This study indicated that organizations being fair to their employees in distributing

the rewards and determining the procedures to give reward generate trust in their employees

which in turn makes employees more loyal towards the organization.

Keywords: Organizational Justice, Commitment, Trust, and Turnover Intention



53

LIVING IN LINE WITH THE SOCIALLY RESPONSIBLE BUSINESS: A HINOPAK WAY OF DOING BUSINESS

DR. MUSTAGHIS-UR-RAHMAN Sponsored by the United Nations Global Compact Pakistan Local Network

ABSTRACT

Hinopak, a Pakistan based Japanese Motor company, has embraced UN Global Compact’s

(UNGC) framework for operating the company in the line of the socially responsible businesses

that are committed to align its operations and strategies with ten universally accepted principles

in the major areas of human, labor, environment and anti-corruption practices. This case may

be helpful in answering the questions, generally, raised as; “Can a business grow and flourish

even by spending on CSR based on the UNGC principles in developing countries; particularly in

Pakistan?” or “Can a business afford to live in line of the UNGC principles?”



54

POLITICAL OPENNESS, FIRM SIZE AND SME GROWTH PROPENSITY: EMPIRICAL EVIDENCE FROM TRANSITION ECONOMIES

DR MYINT MOE CHITSenior Teaching Fellow, Deputy Director of MBA ProgrammesNottingham University Business SchoolThe University of Nottingham Malaysia CampusJalan Broga, 43500 Semenyih Selangor Darul Ehsan, MalaysiaTel: +6(03) 8725 3589, Fax: +6(03) 8924 8019

ABSTRACT

This paper examines the growth determinants of Small and Medium sized Enterprises (SMEs)

in transition economies, with specific focus on the growth effect of political openness. Our

findings indicate that political openness has a negative impact on growth propensity of SME in

transition economies. On the other hand, SMEs with a higher proportion of graduate staff can

overcome this negative impact of political openness. We also find that product and process

innovation, foreign market exposures through exports, training programmes for employees

and the education level of employees are important growth factors for SMEs in transition

economies. Although our analysis supports a positive impact of firm size on growth propensity,

we find that smaller SMEs benefit more from firm-specific and country-specific growth factors.

Keywords: SMEs, Firm Growth, Political Openness, Transition economies



55

THE TALE OF TWO IJARAH SUKUK

S.SHAHIDA, NABILAH ABDUL GHANI, NAJWA YUSOF Research Center for Islamic Economics and Finance (EKONIS)Faculty of Economics and ManagementThe National Universiti of Malaysia (Universiti Kebangsaan Malaysia, UKM)43600 UKM Bangi, Selangor, Malaysia

ABSTRACT

The case is about Mr. Ali, who had just inherited his family business and took over the company

as a new Chief Executive Officer (CEO) of a Qatar based company, Hanana International

Construction Company (HICC). As a newly appointed CEO, he must bear the responsibility of

expanding the company in Malaysia. However, after a thorough examination on company’s

financial condition, he knew that he will be facing a problem to obtain funds. He wanted to

issue sukuk as the funding source after reading “The Tale of The Two Ijarah Sukuk”. Hence, he

called for an urgent meeting with the top management to discuss on this matter. The case

focuses on firm financing decision for business expansion, i.e. capital structure theory, using

Islamic capital market instrument, ijarah sukuk. It discusses on the issuance of two different

structures of ijarah sukuk; KLK Sukuk and Nakheel Sukuk, issued in Malaysian and international

markets, respectively. The case users will be making comprehensive analysis on the structures

of ijarah sukuk, and comparative analysis between successful and defaulted ijarah sukuk which

requires analytical skills.



56

CONTINGENCY AND GREEN HRM WITHIN UNIVERSAL HRM- A HRM MODEL FOR SOUTH ASIAN ORGANIZATIONS

NADIA NEWAZ RIMI1

Department of Management, University of Dhaka, Bangladesh, PhD. Student, Graduate School of Business, Universiti Sains Malaysia, Penang, [email protected]

YUSLIZA MOHD. YUSOFF, PHD2

Graduate School of Business, Universiti Sains Malaysia, Penang, [email protected]

ABSTRACT

The purpose of this paper is to propose a HRM model for the organizations operating in

South Asian countries. Blending contingency theme into universal HRM, this study proposes a

universal HRM model including best practices HRM and important contingent factors (forced

labor and workplace safety) of employee management pertinent to the organizations of

Bangladesh, India and Pakistan. The proposed model blends universal best practices HRM with

specific HRM issues of this particular region. Moreover, the model is suggested to view HRM

from green perspective. Thus, a universal HRM model contingent to South Asian organizations

and environment concern is developed. The paper provides a conceptual overview of the HRM

literature toward a theoretical model. Concepts from several key articles have been combined

in a unique manner to develop the model. This article highlights the importance of considering

variables of local employee needs and expectations and environment protection which shape

particular HRM for particular region. Thus, the present study opens up new research paradigm

of studying universal HRM but contingent to specific regional HRM and environment issues.

The concept of contingency and green HRM within universal HRM is original in developing

HRM model.

Keywords: Universal best practices HRM, contingency HRM, regional HRM, green HRM,

workplace safety, forced labor, South Asian organizations.



57

THE TIES THAT BREAK: DYNAMICS OF MULTIPLE INSTITUTIONAL LOGICS AND RESOURCE DEPENDENCE IN CROSS-SECTOR PARTNERSHIPS

ALIREZA AHMADSIMABPhD Candidate, Management Department,ESSEC Business School, Avenue Bernard Hirsch B.P. 50105,95021 Cergy-Pontoise Cedex [email protected]

NAEEM ASHRAF, PHDAssistant Professor (Strategy & Organizations),Suleman Dawood School of Business,Lahore University of Management Sciences

ABSTRACT

The paper explores the dynamics of strategic dependence and multiple institutional logics

in cross-sector partnerships. It investigates how do partners resolve the conflicting demands

when they need to exchange critical resources. Taking into account the interdependence of

organizations resulting from their exchanges, and contrasting institutional logics, we develop

propositions predicting the impact of above factors on the survival of cross-sector partnerships.



58

RISK POOLING IN COMMERCIAL RETURNS BY MANAGING PRODUCT RETURN PERIOD

MUHAMMAD NAIMAN JALILSuleman Dawood School of Business, Lahore University of Management Sciences.

ABSTRACT

Retail companies can employ a variety of return policies ranging from a no-questions-asked

return policy to specifying a duration in which products can be returned. This duration is

often termed as return period. This paper shows that increasing return period length results

in reducing variability of product returns{commonly known as risk pooling. Risk pooling in

product returns by increasing return period length is structurally different from existing works

on risk pooling. Commonly discussed risk pooling examples such as centralizing inventory

stocks are accrual in nature where behavior of the underlying stochastic system does not alter.

In the case of product returns, a change in return period length may alter customer’s product

return behavior implying that extent of risk pooling is moderated by behavioral change in the

underlying stochastic system. We also derive necessary conditions for product return behavior

to result in risk pooling benefit.

Keywords: product return period; product return forecasting; risk pooling in product returns;

closed loop supply chains



59

ENHANCING GEORGETOWN’S HERITAGE BOUTIQUE HOTEL MARKETING STRATEGIES: THE CASE OF 1881 CHONG TIAN CULTURAL HOTEL, MALAYSIA

NAJ RIZAL ROSLAN1, NOOR NASIR KADER ALI2, AMALINA MAHMOOD3 AND MALINI VENUGOPAL4

Graduate School of Business, Universiti Sains Malaysia

ABSTRACT

1881 Chong Tian Cultural Hotel, one of the 18 heritage boutique hotels in Penang, reported

a 23% financial loss in 2010, recovered in 2011, yield profits in 2012 and 2013, supported by

the growing 1.5 million tourists to the state annually. The findings from structured interviews,

unpublished company data analysis, field observations and customer surveys were summarized

using a root-cause analysis tool called the Symptoms Versus Problems (SVP) Framework that

drills down to the core problems. Two major symptoms identified as major signal of weakness,

include: unfavorable cultural service quality and ineffective marketing strategies. The SVP

analysis showed that unfavorable cultural service quality is due to: ineffective cultural ambiance

display of music, clothing and practices of Qing Dynasty; unfavorable cultural related services

like Qing Imperial ceremony, Qing Dynasty’s historical cultural shows, royal dining ceremony

and guests reception at airport and the hotel. Also, there are no information about Qing Dynasty

cultural artifacts and heritage infrastructure displayed in the hotel. The SVP also showed that

ineffective marketing strategy is due to: low technology adoption of websites and social media

for easy access bookings by customers; and ineffective customer relationship management

(CRM) implementation. Thus, the recommended solutions bring back the practices of Qing

Dynasty cultural ambiance, imperial ceremonies, historical shows and dining, and the royal

reception. Information on artifacts and infrastructure is readily available. Website development

and social media updates on latest Chong Tian Hotel activities can be assisted by IT consultants.

Embracing customers at airports and hotels with CRM practices using Qing Dynasty traditions

can be a real experience for the growing tourists from Japan, Australia, UK and Middle East.

Keywords: Boutique Heritage Hotel, Symptoms Versus problems, SVP, Cultural Hospitality

Services, Marketing strategies, Customer Relationship Management, CRM.

1Naj Rizal Roslan, email: [email protected] , Mobile: 006012-47033152Noor Nasir Kader Ali, email: [email protected] Mobile: +6012-4941558 Office: +604-65327893Amalina Mahmood, email: [email protected] , Mobile: 006013-35334614Malini Venugopal, email: [email protected] , Mobile: 006017-3617246



60

PIA CASE STUDY

NAVEED M. KHANBahria University

ABSTRACT

This case is about a Pakistani state enterprise operating in airline industry. This company had

magnificent history and was ranked among the best airline in the world in sixties and seventies.

The company performance declined dramatically in 90’s and the slump has continued till

today. This case is based on real events and the author’s motivation to write on this company

was to make students learn how a company can fail and what is the ultimate result of poor

governance? Case starts with the appointment of Retired Chief of Air Staff “ Rao Qamar

Suleman” as managing director of PIA, highly motivated individual who came with strong

ambition to revive the company. After joining as issues of corruption, lethargic culture, poor

accountability, strong unions, extreme poor liquidity situation, black mailing attitude of pilots,

poor inventory management, weak Board, political intervention revealed in front of him,

MD decided to present his business plan in front of Prime Minister of Pakistan so he can get

huge amount from the Government which will facilitate his journey of reviving the company.

Amount approved by Prime Minister after the presentation was considered very small by the

MD. Challenges in front of him were enormous instead of taking a plunge and making a full

fledge effort he decided to take easy way out.



61

CONTRACEPTIVES SOCIAL MARKETING-TACKLING THE CONSUMER MINDSET IN PAKISTAN: BIOGENICS (PVT) LTD

NIDA ASLAM KHANLecturer Department of Marketing IBA Karachi

ABSTRACT

The case is about Biogenics Pakistan (Pvt) Ltd, a family business currently headed my Mrs.

Azra R. Karrar. The business primarily operates in the pharmaceutical industry. Biogenics

was established in April 1997 by Mr. Haider Karrar as a partnership, with the innovative idea

of contract marketing of pharmaceutical products. This new idea attracted a number of

multinational pharmaceuticals to Biogenics, as clients. Biogenics’ first agreement was signed

with Novartis Pharma (formerly Sandoz) for ten of its products in March 1998. Very soon, similar

agreements with Abbott, Pfizer, Eli Lilly, Jansen Cilag, and Gold Shield, UK followed. Currently

it has two divisions Pharma and Consumer healthcare. Pharma caters to generic medicines

whereas Consumer healthcare consists of mainly contraceptives whose main brand Hamdam

accounts for 50% of the sales of this consumer healthcare division.



62

CONTRIBUTING TO THE NATION AND MAKING PROFITS: AN ANALYSIS OF A FOR-PROFIT SOCIAL ENTERPRISE MODEL IN MALAYSIA

NUR AULIA FAHADA MISARIDIN, ELLISHA NASRUDDIN Graduate School of Business, [email protected]

ABSTRACT

For-profit social enterprises are driven by their social mission when they deliver their product

or services to the society. However, social enterprise not only face issues and challenges like

other businesses but also on how to align their business operations with their social mission,

and in that process, create value and leave an impact on the society. This paper explores the

possibility of improving over a current social enterprise business model, that would ensure that

the business organisation would be able to make a bigger impact on its target population and

market, and create better value for its products and services.

Keywords: social enterprise, social business, business model, organisational transformation



63

THE UPSIDE OF DOWNSIZING: FROM KESC TO K-ELECTRIC CASE A

NYLA ALEEM ANSARI Institute of Business Administration Karachi, Pakistan

ABSTRACT

The case discusses one of the most tactical organizational re-structuring strategies in the

corporate history of Pakistan, from a state-owned enterprise with tall hierarchical structures,

undefined roles and workplace corruption towards a profitable and sustainable company with

rebranded mission and values. Public sector owned companies in Pakistan are more autocratic,

rigid and firm; above all they do not welcome change. Without accountability at management

levels and no performance benchmarks, performance and compensation systems are neither

effective nor transparent, and hence unfair. Similar was the situation with K-ELECTRIC, formerly

known as Karachi Electric Supply Company (KESC), when it was state-owned with 1/3rd of the

workforce enjoying pay without work. With the management takeover by Abraaj Group on

September 2008, several issues and challenges were identified as major blocks to K-ELECTRIC’s

performance. Drastic changes included information technology advancement, investment in

infrastructure adding 1,010 MW of generation capacity, marketing campaigns and corporate

social responsibility initiatives. But, the greatest challenge to quality service and profitability

was faced by the Human Resources department, to retrench 4,459 workers.



64

PERFORMANCE OR GOVERNANCE: WHAT MATTERS MORE?

PROF. PITABAS MOHANTYProfessor (Finance)X L R I, JamshedpurEmail: [email protected]

PROF. SUPRITI MISHRAAssociate Professor (Strategy)I M I BhubaneswarEmail: [email protected]

ABSTRACT

On 29th October, 2011, MSIL’s Board approved the company’s decision to acquire land in Gujarat

to take care of future expansion of the company. After this, MSIL acquired 1,200 acres of land

in Gujarat at a cost of Rs.2,500 million. However, on 28th January, 2014, MSIL’s management

surprised the market by announcing that the proposed plant in Gujarat would be started as a

subsidiary of Suzuki Motors of Japan, MSIL’s parent company. The market obviously did not like

this idea and the stock price fell by 8% on the day.

This case is written in this background, where the days following the above announcement

were marked by justifications by the management of MSIL about the benefits of the new

structure and counter allegations by some analysts and fund managers that it was against the

interests of the minority shareholders. While some fund managers were putting the pressure on

the management of MSIL to scrap the decision, other investors were buying the shares of MSIL

as the company was performing well and reporting better-than-expected financial results.

The case gives an opportunity to discuss the following two interesting issues, namely, i) What

is the valuation impact of the above announcement, and ii) What should be the priority of the

institutional investors – Governance or Performance in the investee company?

AMRC2015




65

INFLUENCE OF PERCEIVED CSR ON SERVICE QUALITY, TRUST AND CUSTOMER LOYALTY: INSIGHTS FROM INDIAN HOTEL INDUSTRY

PRAVEEN GOYALDepartment of Management, Birla Institute of Technology & Science Pilani, Pilani, India-333031, E-mail: [email protected]

ABSTRACT

The purpose of the present study is to evaluate the influence of perceived CSR on service

quality, trust, and customer loyalty in the context of Indian hotel industry. Data was collected

from the hotel customer using a questionnaire containing questions related to all constructs

of interest. Data was analyzed using SPSS and Smart PLS software. Both measurement and

structural model was evaluated to assess hypothesized relationships. Results of the study

shows a positive and significant influence of perceived CSR on perceived service quality, trust

and customer loyalty. A positive influence between PSQ and trust on customer loyalty is also

revealed. Results show strong implications for Indian hotel industry. Further research can be

conducted in different cultural context and industry context. Present study shows a list of

various CSR activities those could be adopted by hotel industry to develop a better customer

loyalty. Study shows operational implications of the CSR in the context of hotel industry, which

can be used for strategy formulation.

Keywords: CSR, Customer Loyalty, Hotel Industry



66

SUSTAINABILITY OF MICROFINANCE INSTITUTIONS IN INDIA

DR. PREMA BASARGEKARAssociate Professor, K. J. Somaiya Institute of Management Studies & Research,Vidyanagar, Vidyavihar, Mumbai – 400077, IndiaEmail: [email protected]: (+91) 9324789112

PROF. CHANDAN SINGHVIAssistant Professor, Sel. Grade, K. J. Somaiya Institute of Management Studies & Research,Vidyanagar, Vidyavihar, Mumbai – 400077, IndiaEmail: [email protected]: (+91) 9769804427

ABSTRACT

Microfinance is growing at an alarming rate in scale as well as in scope. It is regarded as one of

the important tool to eradicate poverty and to empower unprivileged class. At the same time

its survival and growth crucially depends on whether the MFIs can become self-sustainable in

future. This paper deals with the important issue of sustenance of Microfinance Institutions

(MFIs) in the South Asian countries with special reference to Indian MFIs. It uses the secondary

data pertaining to few of the relevant indicators which have strong impact on sustenance

from Microfinance Information Exchange (MIX) from South Asian countries and compares the

performance of Indian MFIs with MFIs from rest of the countries. The paper concludes that the

indicators to measure operational efficiency are most important for achieving sustenance in

the long run. The paper also finds that overall financial performance of MFIs relating to ‘Return

on assets’ and ‘Return on equity’ are highly related to ‘Operational Self Sufficiency (OSS)’ of the

MFIs. At the end the paper concludes with giving few suggestions for improving OSS for Indian

MFIs.



67

JOB DISSATISFACTION AND MANAGING EMPLOYEE TURNOVER: THE CASE OF MEDICINS SDN. BHD., MALAYSIA

PRIYAH WILSON, NOOR NASIR KADER ALI, ISMETH YAZMIN MOHAMMAD Graduate School of Business, Universiti Sains Malaysia

ABSTRACT

MEDICINS Sdn. Bhd. (MEDICINS), a manufacturer of medical instruments in Malaysia, encounters

unfavourable employee turnover rate of 1.76% from 10.88% (2012) to 12.64% (2013). MEDICINS

formed a cross functional TARI (Turnover, Attendance and Retention Initiative) project team

to identify the factors leading to employee turnover, as outlined in this paper, as a result of

job dissatisfaction among employees. Structured interviews, analysis of unpublished company

data, quantitative survey on 214 respondents and literature reviews were used to summarize

the findings on a root-cause analysis tool structure called Symptoms Versus Problems (SVP)

Framework. The SVP showed seven major causes of employee dissatisfaction, namely, fail to

review the impact of policies made on performance management on career growth; training

managers and centers are not a priority; insufficient training plans to develop leaders;

ineffective overall manpower planning; unclear standard operating procedure (SOP) on

training, evaluation of production planning and processes; lack in development of effective

work culture; and inter and intra communication issues. These seven major problems can be

categorized into three groups, specifically; Corporate Governance; Leadership; and Planning

and Execution. The recommendations that addresses Corporate Governance include, review of

performance appraisal system; alternative performance appraisal system; and job enrichment.

Leadership focus on developing good work cultures; communication effectiveness and creating

great leaders. Planning & Execution focus on strategic manpower planning; and SOP training

and evaluation. The target is to reduce turnover rate to 7% by increasing employee satisfaction

and retention. The value add include cost savings, best working place, as well as achieving

other organizational goals.

Keywords: Employee Dissatisfaction, Employee Turnover, Retention Initiatives, Performance

Appraisal System, Symptoms Versus Problems, SVP.



68

PRODUCT PLACEMENT: AN EMERGING MARKETING STRATEGY IN INDIA

PUNAM MISHRAJK Lakshmipat University, Jaipur33, Nemi Nagar, Gandhi Path, Vaishali Nagar, Jaipur91-99283-14925;Email: [email protected], [email protected]

ABSTRACT

In the current scenario, Indian advertising industry is coming up with an additional element

of promotional mix i.e. Product Placement - placement of product or brand into a variety of

media entertainment. Product placement is not only providing aid to marketers through brand

exposure but also benefiting media producers to gain financial support. High implementation

of Product Placement is enhancing in every form of media due to reducing effectiveness of the

TV commercials. Marketers are supporting this promotional tool because it involves audience

with the integration of brand into the storyline. Although some research indicates that

consumers have a positive acceptance for this practice but consumers liking and acceptance

dependence on many external and internal stimuli. Therefore there is a continuous need to

identify the consumer black box in the era of advance information and digital technology. This

study is thus, taken up to understand the consumer perception and attitude towards product

placement and how these factors have an impact on consumer buying behavior. Consumer

perception and attitude was analysed through primary data collection, through questionnaire

survey with online URL. One-way ANOVA, multiple regression analysis, and Analytic Hierarchy

Process (AHP) was calculated for analysis and testing of hypothesis. This study shall provide

base for further research and help in deriving the turn that the product placement strategy

might take in the coming years.

Keywords: Indian advertising industry, product placement, consumer perception and attitude,

consumer buying behaviour.



69

DESIGN OF A GLOBAL SUPPLY CHAIN-ISSUES AND CONCERNS

AMONKAR, R.Goa Institute of Management

ABSTRACT

During the phase of design of a supply chain network, a company decides how to configure

the supply chain over the next several years. Key driver of supply chain performance in terms

of responsiveness and efficiency will be taken into consideration in the decision process. The

key challenge is to assign the role of each facility that is aligned with market requirements.

Since supply chain design decisions are typically made for the long term and are very expensive

to alter on short notice, the decisions must also take into account uncertainty in anticipated

market conditions over the next few years.

In this paper, the author explains by means of a Case Study, how global supply chain network

design decisions could be made in terms of facility roles aligned with market requirements

and with uncertainty in market conditions. Based on the study, it is inferred that the unique

classification of facilities in conjunction with the Puttick Grid (developed by John Puttick at

the University of Warwick) can be used to make sound global supply chain network design

decisions in terms of facility roles aligned with the market requirements. It is also inferred by

means of the study that the Risk Mitigation tool can be used to mitigate the risks associated

with the markets.

Keywords: global supply chain design, risk mitigation, puttick grid, issues and concerns



70

TAMUL PLATES MARKETING PVT. LTD. (TMPC) – THE GROWTH CHALLENGE

RAJESH K AITHAL & ARINDAM DASGUPTAIndian Institute of ManagementPrabandh Nagar, Off Sitapur Road,Lucknow - 226 013,Phone: 9451954958, (0522) 2736662 Fax: (0522) 2734025Email: [email protected]

ABSTRACT

Tamul Plates markets Leaf plates are made from the sheath of arecanut plants. There is a lot of

demand for the leaf plates as they are better in quality than the available options and is also

environment friendly. The venture has grown in the last few years, but the challenge of growth

in confronting them today. The outsourced production process means that there are unique

challenges in scaling-up the venture. The case revolves around the unique challenges of rural

marketing and entrepreneurship.



71

ROLE OF TRUST IN CUSTOMER RELATIONSHIP LENGTH: EMPIRICAL EXAMINATION AT AN ONLINE RETAILER

RAKESH NIRAJCase Western Reserve University, Cleveland, OH 44106-7235 (USA)Phone: +1-216-368-0799, Email: [email protected]

ANAND K. JAISWALIndian Institute of Management Ahmedabad, Vastrapur, Ahmedabad, 380015, (India)Ph: +91-79-66324862, Fax: +91-79-26306896, Email: [email protected]

ABSTRACT

In many offline contexts, role of trust in maintaining and nurturing customer relationships has

been found important (Moorman, Zaltman, & Deshpande 1992; Morgan & Hunt 1994). In online

retailing, this role may be of even more importance as customers have only a virtual connection

with the seller primarily through a computer screen. In this paper, we focus on online retailers’

relationship with their customers, and especially consider the role trust plays in the longevity

of the relationship. Drawing on the broader CRM literature, we examine the factors that affect

customer retention, and the role of trust in this. We also hypothesize the moderating effects of

transactional indicators such as recency, frequency, and monetary-value; marketplace factors

such as breadth of buying, type of products bought, customer acquisition mode; and customer

characteristics such as online relative advantage perception and demographic variables like

income on the trust-retention relationship. In order to test these hypotheses, we collect multi-

modal data with the cooperation of one of the large eCommerce portals in India that includes

customer-survey data on trust and other related attitudinal variables and detailed transaction

data about these customers’ relationship with the online retailer. Examining customer

retention in a proportional hazard framework, we find that trust and engagement positively

affect customer retention. We also find that trust is more important for customers high on RFM

variables, those who buy from a broad range of categories and those who came to the retailer

from sources other than referrals of existing customers.

Keywords: Trust, Customer Relationship Management, Retention, Survival Modeling, Online

retailing.



72

STRUCTURAL EMBEDDEDNESS AND MULTI-PARTNER ALLIANCE PERFORMANCE

RITU RAJ KAUR [email protected] student, Department Management, John Molson School of Business, Concordia University

MEHDI [email protected] Professor, Department Management, John Molson School of Business, Concordia University

ABSTRACT

Firms in an alliance are exposed to multitude of vulnerabilities such as free-riding, spillovers,

cheating, and distortion of information (Granovettor, 1985; Gulati,1995). Research has shown

that this opportunistic behaviour has negative impact on the alliance performance. This article

is an effort to explain ways through which these negative effects can be curbed. We theoretically

explore the relationship between network structure of multipartner alliances (MPA’s) and

alliance performance. We draw heavily from various concepts of network theory to utilize

the concept of structural embeddedness and the overall network effect. More specifically, we

explore the impact of two critical network characteristics namely Network Closure/Density and

Network Centralization on alliance member’s behaviour and how it could affect the trust and

co-ordination among them and ultimately the MPA performance. Previous studies have linked

trust and co-ordination positively to the multipartner alliance performance (Zaheer et al., 1998;

Das & Teng, 2001; Gulati;2007). We contribute to the literature of strategic alliance by focusing

on the whole network characteristics (instead of dyadic ties) – an area which is claimed to be

relatively underexplored in the field of strategy and organization theory. Finally, a conceptual

model is developed and the article concludes with the discussions regarding the limitations of

our conceptual model and implications for future research.



73

PAKISTAN RAILWAYS - CASE A

ROHAIL ASHRAFLahore University of Management Sciences

ABSTRACT

The marketing agencies previously selected by Pakistan Railways (PR) had been failing to

attract new brands and retain the existing ones to advertise at the railway stations and trains.

Moreover, several consecutive unsuccessful bidding efforts were made to try to auction some

of the trains and stations to potential advertisers and advertising agencies. The idea was to

have a bidder buy advertising rights to an entire station or an entire train in bulk and be able to

resell the space at a profit, effectively taking the onus of finding advertisers away from Pakistan

Railways (PR) itself. This situation was further exasperated when a subsequent Pakistan wide

brand managers conference called by the Pakistan Railways (PR) failed to get much participation,

further leading to a state of uncertainty over the advertising feasibility of the PR assets. In the

beginning of 2014, frustrated by the lack of progress, the Railways minister approached a group

of external consultants, asking them to diagnose the problem and guide the organization out of

it. It was quickly determined that while the entire effort of reverting the Pakistan Railways (PR)

to a profitable state would take a significant amount of time, some of its non-core businesses,

like the selling of advertising space on trains and stations, could be used to quickly generate

significant revenue. The consultants took on the task of determining why earlier efforts at

the same had failed and to devise a composite strategy to ensure successful marketing of the

advertising space. It was asserted that the consultants would deliver their strategy by June of

2014. Saad Rafique along with his marketing officials undertook serious initiatives to facilitate

the recommendations of the advisers, and further attempted to formulate their own strategies

to generate revenue from the proposed non-core advertising space business of PR. At that

time PR had been suffering from consecutive year on year inflation in working expenses and

depleting gross earnings (Exhibit 1). The financials of PR stated ordinary working expense of

Rs.35 billion and gross earnings of Rs.18 billion in 2013 with the operating ratio / financial ratio

of 194%. In comparison the prevailing operating ratio/financial ratio is lower than 80% for

financially sustainable railway organizations in other countries.



74

WHY INTEREST FREE ISLAMIC BANKING IS NOT FREE FROM INTEREST?

SAAD AZMATA1 AND HAMZA GHAFFARA2

a Suleman Dawood School of Business, Lahore University of Management Sciences, D.H.A, Lahore Cantt, 54792, Pakistan

ABSTRACT

The Islamic finance industry’s legitimacy and growth hinges upon the religious aspirations of

its customers. The industry’s expansion, however, has not been without controversy. Shariah

compliance of the industry has been a point of contention. Some argue that the Islamic

financial instruments, that are currently dominant in the industry differ from their conventional

counterparts only in terms of their legal lexicon but in essence have little financial or structural

difference. Hence, these instruments, it is argued, are ‘not truly Islamic’. The paper argues that

Islamic banks operate in an environment dominated by conventional banks, in which the

latter act as price setters while the former are price takers. In order to remain competitive and

attractive to firms and depositors driven by the profit maximization mindset, Islamic banks price

their financial products similar to conventional ones. The paper uses debt in conventional banks

and Murabaha instrument in Islamic banks as a case to illustrate the pricing in a competitive

marketplace. The paper develops a theoretical model for a conventional and an Islamic bank

and shows how conventional debt and Murabaha rates converge under competition. This

competitive pricing mechanism induces Islamic bank to structure the Murabaha financial

product with risk profile similar to the conventional bank’s debt. Thus, the competition crowds

out original Islamic financial structures and creates Shariah compliant replicas. The competitive

pricing on the asset side in Islamic bank also causes the liability side Mudarbah rate with

depositors to converge with the conventional deposit rate.



75

ISLAMABAD CASH & CARRY STORE –A WAY OUT OF THE BLIND ALLEY

SARA ARSHAD, HASSAN TANVEER, FAISAL HASSAN, RABIYA ASIFNUST Business School

ABSTRACT

The case is about a cash and carry store which started operating in Islamabad in year 2006. It

started its journey as one of the first Cash and Carry stores in Islamabad City and that’s why it

was named as” Islamabad Cash and Carry”. It is located in the heart of Islamabad that is G-9/4

(Peshawar Mor) which is a densely populated area. In the first two, three years the store was

a huge success and catered the needs of Upper middle, middle and the lower class quite

successfully. But as the market started growing and Islamabad Cash and Carry started facing

immense competition the situation changed. During survey the current situation was analyzed

and an effort was made to identify the root cause of this decline. The analysis showed that there

were certain major flaws in the layout of the store, which was creating a mess for the customers

to shop there. There are certain ways identified through which this problem can be overcome

and the store can regain its strength.



76

DOING SUKUK JAPANESE STYLE

S.SHAHIDA, NEZLY SHAMSUDDIN Research Center for Islamic Economics and Finance (EKONIS)Faculty of Economics and ManagementThe National Universiti of Malaysia (Universiti Kebangsaan Malaysia, UKM)43600 UKM Bangi, Selangor, Malaysia.

ABSTRACT

This case study discusses the maiden sukuk issuance by a Japanese based company, Nomura

Holdings Inc. in Malaysia. The case study revolves around Mr. Rain Kim Chi, a Korean who came

to know about sukuk issuance by a foreign company in Malaysia. He is interested to know

in details of the sukuk issuance, the underlying principles and advantages and the process

involved. This case study is designed to be a teaching tool for students in undergraduate as well

as postgraduate level in Economy, Islamic Economy or Business Studies. Students are expected

to understand the principles of sukuk al-ijarah, its application, process involved, its advantages

and differences from the conventional bond as to assist Mr. Rain Kim Chi in his decision making.

Related reading articles and materials are included in the supplementary materials to further

assist student in their learning journey.



77

SOCIAL COMPLIANCE OF SUPPLIERS IN DEVELOPING COUNTRIES: INSTITUTIONAL THEORY AND ORGANIZATIONAL CULTURE PERSPECTIVES

MUHAMMAD SHAKEEL SADIQ JAJJA Assistant Professor, Suleman Dawood School of Business,Lahore University of Management Sciences, Lahore, [email protected]

MOHAMMED ASIFAssistant Professor, College of Business AdministrationPrince Sultan University, Riyadh, Saudi Arabia

FRANK MONTABONAssociate Professor, Iowa State University College of Business,Iowa State University, Iowa, USA

KAMRAN ALI CHATHAAssociate Professor, Suleman Dawood School of Business,Lahore University of Management Sciences, Lahore, Pakistan

ABSTRACT

This paper uses institutional theory to present a research model arguing that pressures from

buyers, competitors, employees, and regulators has positive impact on social compliance of

suppliers in developing countries. The pressures from buyers, competitors, employees, and

regulators are categorized into normative, mimetic, and coercive pressures. Further, the model

argues that supplier’s organizational culture moderates the impact of institutional pressures on

socially compliant practices. Organizational culture is defined as a function of external focus and

flexibility. We use previous research to operationalize the constructs of institutional pressures,

organizational culture, and social compliance. A pretest of the research questionnaire is used

to refine the questionnaire and design of data collection process. The study seeks to collect

data from 200 apparel manufacturing exporting companies of Pakistan. Structural equation

and path modeling will be used for empirical investigation of the direct and moderation effects

respectively.

Keywords: Social compliance, institutional pressures, organizational culture, empirical research,

structural equation and path modeling



78

SAPPHIRE DAIRIES (PVT) LTD (A): WHERE DID THE BUSINESS PLAN GO WRONG?

ABDUL RAUF A, FAZAL J. SYYED A, ARIF I. RANA A AND SHAZIB SHAIKH*Aa Suleman Dawood School of Business, Lahore University of Management Sciences* Shazib Shaikh is the now the corresponding author and contact details are as follows:Room 4-12, Suleman Dawood School of BusinessLahore University of Management Sciences (LUMS)DHA, Lahore Cantt. PAKISTAN 54792Mobile: +92 345 4902552 / Office:+92 42 35608025E-mail: [email protected]

ABSTRACT

The Sapphire Group had traditionally been a textile-sector focused conglomerate. In Pakistan,

it was reputed as being run by one of the more professionally-inclined business families. The

Group entered the nascent commercial dairy sector in 2007. A critical driver in this decision was

the financial attractiveness of the business plan presented to them in electronic spreadsheet

form by one of the largest milk processing companies in Pakistan. The case presents the

situation in 2010 when Sapphire Dairies is incurring substantial unexpected losses 2 years into

the operations. The outlook seems bleak if operations continue without change. The CEO, Mr.

Zubair Zia, needs to evaluate what went wrong with the plan and whether they can turn the

project around.

Keywords: business plan, spreadsheet modeling, relative sensitivity analysis, scenario planning,

dairy, agri-business, tornado charts, unrelated diversification.



79

DE-WESTERNIZING MANAGEMENT KNOWLEDGE: A CALL FOR INDIGENOUS THEORIZING

SHOAIB UL-HAQRAZIULLAH LONELahore University of Management Sciences, Lahore

ABSTRACT

As evident from this quote, scholars from the subcontinent have pointed out the problems and

incompatibilities inherent in the wholesale import of Western social science ideas with their

terminologies, practices and most importantly, the inherent value propositions. Despite their

warnings, the field of social sciences is still succumbing to blind imitation of Western ways and

management research & praxis is no exception. This uncritical and unskeptical acceptance injects

a kind of ‘intellectual captivity’ that is responsible for the inability of management researchers

to observe the difficulties associated with embedding Western type rationality, Taylorism

and/or Japanese-inspired managerial values in the local industry. It is as if these managerial

techniques are somehow culture free and there is no need to consider the “situatedness” of

management knowledge and its interdependence with local discourses.



80

ASSESSING RISKS AND RISK MANAGEMENT OF HOUSING DEVELOPERS: MALAYSIAN PERSPECTIVES

SITI HALIZA ASATFaculty of Accountancy, Universiti Teknologi MARA

HASNAH HARONGraduate School of Business, Universiti Sains Malaysia

MASTURA JAAFARSchool of Housing, Building & Planning, Universiti Sains Malaysia

ABSTRACT

Housing property industry is highly risk prone, with complex and dynamic housing project

development and environment creating an atmosphere of high risk and uncertainty. The

industry is subjected to various technical, socio-political and business risks. In light of this, it can

be said that an effective system of risk assessment and management remains a challenging task

for the industry practitioners. The objective of this study is to identify and assess the significant

risks encountered by housing developers as well as to evaluate its risk management practices

with specific focus to the extent of implementation of Enterprise Risk Management (ERM).

Keywords: Risk, Enterprise Risk Management, Housing Developer



81

CASE: MARKETING A SENSITIVE ISSUE

SMITU MALHOTRAAssociate Professor, Marketing AreaXLRI Jamshedpure-mail: [email protected]

ANITA SARKARAssistant Professor, HRM AreaXLRI Jamshedpure-mail: [email protected]

ABSTRACT

Sexual harassment cases have become an everyday reality of life be it in corporate sector or in

academic world. It is a mandatory for organizations to set up a committee to prevent sexual

harassment of women at the workplace. The case discusses the setting up of such a committee

at a management institute in the NCR (National Capital Region, the area around the capital

Delhi, in India). Richa, the newly appointed chairperson of the committee against sexual

harassment wants to develop a promotional campaign to sensitise the extended community

about this issue. Her own committee members, the Dean of the institute as well as students

are not comfortable discussing the issue. All her attempts to create awareness were met with

resistance. How can the challenges be overcome and how should she go about designing a

promotional campaign is the main issue in the case. The case is suitable for use both for MBA

and executive MBA classes. Though the primary focus of the case is on campaign development

for marketing, this case can also be effectively used for Human Resource Management course

while discussing managing diversity and sexual harassment related issues.



82

SUSTAINING CUSTOMER GROWTH IN HOUSEHOLD HIGH SPEED BROADBAND (HSBB): THE CASE OF UNIFI, MALAYSIA.

SOON BIN YUN1, NOOR NASIR KADER ALI2, GOH LEE SAN3, NUR ARIFI BINTI AHMAD RAZI4 Graduate School of Business, Universiti Sains Malaysia, [email protected], Mobile: [email protected] Mobile: [email protected], Mobile: [email protected], Mobile: 017-4806906

ABSTRACT

Malaysia’s household broadband penetration rate has been growing tremendously from

15.2% in 2007 to 67.1% in 2013. However, Telekom Malaysia (TM), the main broadband service

provider in Malaysia has been impacted by the growth rate for its Unifi product, from 104%

(2012) to 30% (2013). Why? There are eight causes that contribute to this issue, specifically; 4G

LTE license required to operate wireless High Speed Broadband (HSBB) is not a priority; it’s a

social obligation to provide services to suburban and rural areas; new entrants providing 20-30

Mbps ahead of TM fixed broadband packages at 5 to 20 Mbps; TM’s pricing is less competitive;

many zones coverage are not Unifi ready; service contract are less favorable to consumers;

limited packages offering; and response rate to customer complaints. Findings from structured

interviews, analysis of unpublished company data, website downloads and customer survey on

164 respondents were summarized into a root-cause analysis tool structure called Symptoms

Versus Problems Framework (SVP) to determine the problems. The SVP indicate TM acquired

Packed One, the largest household broadband market to overcome HSBB issues. TM revamps

its product offering for sub-urban and rural areas; strategized on product content offering

while exiting the price war on HSBB with competitors; establishing bureaucracy busting team

overcoming local municipals and development agencies red tapes for Unifi ready and coverage;

establish teams that analyzes competitors promotional packages and developing innovative

consumer products; establishing collaboration with local broadcasting companies for attractive

package offering; and talent development on latest problem solving tools to address customer

complaints.

Keywords: Household Broadband, High Speed Broadband, HSBB, Mbps, Wireless Broadband,

Unifi, Telekom, Symptoms Versus Problems, SVP.



83

AN EMPIRICAL ANALYSIS OF TURNAROUND STRATEGIES FOR EMERGING ECONOMIES: EVIDENCE FROM INDIAN SOFTWARE FIRMS

Dr. SUNITA PANICKERAssociate Professor Department of Management StudiesChrist UniversityBangalore, India

VEERAPPAYYA HIREMATH Research AssociateDepartment of Management StudiesChrist UniversityBangaloreIndia

ABSTRACT

The competitive behavior of all the industries of developing economies in prevailing competition

is confined to a nation itself. If the immunity of an organisation in emerging markets is reduced

due to external factors or internal reasons, would lead to financial disaster to an organisation

and to the nation as well. In this research paper we have examined previous literature on

reasons for downturn and strategies adopted by firms to reverse the downturn. Further we

developed the propositions to have sustainable business in spite of external resistance. These

propositions are tested by studying one Indian large cap (HCL technologies) and one mid cap

(Firstsource) IT companies. Finally we could conclude that leadership plays an important role to

maintain strong financial health of an organisation and a developing economy as well.

Keywords: Organisational decline, Turnaround situation, Turnaround strategy, Emerging

economy, Information technology and Sustainability.



84

EVOLUTION OF GOVERNANCE STRUCTURE IN SOCIAL VENTURE NETWORKS

PROF. SWATI PANDADepartment of Economics and Strategy,Institute of Management Technology, Hyderabad- 501218, Andhra Pradesh, IndiaE –Mail Id: [email protected]; [email protected] Number: + 91-923844767/+91-9963086059

ABSTRACT

The objective of this study is to understand and describe the nature and role of governance

mechanisms that social entrepreneurs employ while engaging with their networks, as their

ventures evolve with time. Prior studies have extensively investigated the development of

networks in the ‘commercial’ entrepreneurship process from various perspectives such as

resource dependence view, organizational structure etc. However, very few of these studies

have investigated social enterprises, specifically from a governance perspective. We try to

bridge this gap through an exploratory study of two social ventures in India, with different

organizational structures. We explore, describe and explain the network characteristics of social

entrepreneurs as their ventures evolve from a contractual and relational view point.

Keywords: Contracts, Networks, Social Enterprise, Strong Ties, Trust, Weak Ties



85

EVALUATING THE CONSUMERS’ DECISION DURING PURCHASE OF HOUSEHOLD APPLIANCES – AWARENESS AND CONSIDERATION OF GREENER PRODUCTS

DR. TANUSHRI BANERJEEAssociate Professor, School of Petroleum ManagementPandit Deendayal Petroleum University, Gandhinagar

MS. SUPRIYA PALLecturer, School of Liberal StudiesPandit Deendayal Petroleum University, Gandhinagar

ABSTRACT

One such area that has created significant awareness amongst the Indian consumer is the use

of Green Technology and Energy efficient Home appliances. Globally depleting fuel resources

like coal, oil and gas has triggered discussions in various forums in India to emphasize the

significance of renewable energy sources like solar, hydro, wind and bio gas. Anticipating a shift

of the consumer mindset towards Greener Technology products, organizations have identified

this niche market and introduced a range of products for various customer segments. This

research work aims to study the purchase decision behavior of consumers during the purchase

of 2 home appliances – the refrigerator and the air-conditioner in Gujarat post 2010, specifically

in the cities of Ahmedabad and Gandhinagar. This is part of an ongoing research work, where

8 cities across Gujarat have been selected to provide a fair representation of the population of

Gujarat. Indicators like star rating have been used as influencing factor on consumers’ decision

during purchase. With the recent awareness drive towards using greener products, this work

will identify the changing buying behavior in consumers during the purchase of Refrigerators

and Air Conditioners in Gujarat. It will provide an understanding of the various parameters that

are considered by consumers and to what degree during the purchase of air-conditioners and

refrigerators. Which particular parameters provide inclination towards the consumer choosing

an energy efficient (star rated) product during the purchase.

Keywords: Refrigerator, Air-conditioner, Green, energy, Star rating, Gujarat, consumer, buying

behavior



86

MEASURING THE EFFECTS OF MATERIALISM, SELF-ESTEEM AND INFLUENCE OF OTHER ON COMPULSIVE BUYING

DR. TARIQ JALEES, MS. HUMA TARIQ, S. HASNAIN A. KAZMI, SYED IMRAN ZAMAN

ABSTRACT

This paper explores the effect of materialism, interpersonal influence, self-esteem on compulsive

buying behavior through a conceptual framework based on the Theory of Reasoned Action

(TRA). The data was collected from the shopping malls (Mall intercept method). Valid sample

size was 300. The conceptual framework tested through structural educational modeling (SEM)

was found to be relevant in understanding the impact of predictor variables on compulsive

buying behavior. Of the four hypotheses three failed to be rejected and one was rejected.

The SEM results also show that the relationship between materialism and compulsive buying

behavior was the strongest followed by self-esteem, and interpersonal influence. Interpersonal

influence also has an effect on compulsive buying behavior. Implication for marketers was

drawn from the results.

Keywords: Compulsive Buying Behavior, materialism, self-esteem and influence of others.

1. Dr. Tariq Jalees is an Associate Professor and HOD Marketing at Karachi Institute of Economic and Technology, Karachi, Pakistan ([email protected])

2. Ms. Huma Tariq is a Design Engineer, at Techno-Consult International, Karachi, Pakistan3. S. Hasnain A. Kazmi is a PHD Scholar at School of Economics and Management at Southwest Jiaotong

University, China. 4. Syed Imran Zaman is a PHD Scholar at School of Economics and Management at Southwest Jiaotong

University, China.



87

BANSARA EYE CARE: EXPANDING AFFORDABLE EYE CARE TO THE RURAL POPULATION

TEIDORLANG LYNGDOH (FELLOW SCHOLAR, IIM KOZHIKODE, INDIA) AND DR. G. SRIDHAR, IIM Kozhikode, India

ABSTRACT

Bansara eye care has been providing eye care services since 2001 to its patients. In 2013 after

Aaron took charge as director of administration with a vision to create awareness and scale up

eye care services to the rural population through an effective and efficient market strategy.

Aaron has observed that the penetration and acceptance for eye care in the rural areas has

been very low. With the rural markets expecting huge growth, the future of BEC rest heavily

on a formal strategy to be able to penetrate the rural market, Aaron needs to come out with

few alternatives that are cost effective, scalable, easily operationalise and proposed it to the

management team. As, the director of administration he is looking forward to a high priority

meeting with his team to take up Bansara Eye Hospital to the rural market and scale up the

operations of this social enterprise. The main focus of the meeting is to look at the existing

services and working model and find out if the current model could be taken to the rural

markets.



88

INTERGENERATIONAL EFFECTS OF DIFFUSION ON CDMA AND WCDMA TECHNOLOGIES UNDER DIRECT NETWORK EXTERNALITIES

UDAYAN CHANDADepartment of Management, BITS Pilani, Pilani Campus,Pilani-333031, IndiaEmail: [email protected]

ABSTRACT

Worldwide mobile communication is experiencing distinctive increases in competition due to

the technological transition from 2G to 3G. In particular, CDMA and WCDMA have experienced

a substantial increase in competition in the last few years. Direct network effects are playing a

significant role in increasing this competition. To date, the majority of the literature examining

network effects has ignored the role of substitution during the process of diffusion of products

with multiple generations. In this paper, market competition and substitution of CDMA and

WCDMA technologies under conditions of direct network externalities are examined. We

propose a new multistage diffusion model for mobile standards associated with multiple

technological generations. This framework also aids in the incorporation of the effects of

direct network externalities into the model and therefore addresses the limitations of several

previously established models. The proposed model was validated based on the quarterly

subscription data from the CDMA and WCDMA mobile standards of Korea Telecom (KT).

Keywords: CDMA and WCDMA mobile standards, Direct network effect, Multistage Diffusion

model, Technology Substitution.



89

AUDIT EXEMPTION OF SMALL AND MEDIUM PRIVATE LIMITED COMPANIES IN MALAYSIA

HASNAH HARON1*, ISHAK ISMAIL2, YUVARAJ GANESAN3

1Professor (Graduate School of Business, Universiti Sains Malaysia, 11800 Penang, Malaysia)2Professor (School of Management, Universiti Sains Malaysia, 11800 Penang, Malaysia)3PhD student (School of Management, Universiti Sains Malaysia, 11800 Penang, Malaysia)

ABSTRACT

This research examine the influence of audit firm size, audit tenure and non-audit services on

auditor likelihood to agree with audit exemption and the moderating effect of auditor moral

reasoning on the interaction between the independent and dependent variables. The level

of auditor independence has been used as a proxy for auditor likelihood to agree with audit

exemption. The analysis on 79 useable respond, found that the only audit firm size influence

the auditor independence. Surprisingly, when introduced moral reasoning as moderate

variable it was found that only the non-audit services has the significant influence on auditor

independence. Meanwhile the influence of audit firm size is weak. The study suggests that the

moral reasoning of auditor be increased and that small audit firms be encouraged to merge to

increase their capacity.

Keywords: audit exemption; SMEs; audit firms; auditor; firm size; non audit services; NAS; audit

tenure; Malaysia.

* Corresponding author: [email protected]



90

DRIVERS, BENEFITS AND CHALLENGES TO PRACTICE GREENER HRM: MALAYSIAN-BASED MULTINATIONAL COMPANIES SHARED EXPERIENCES

YUSLIZA MOHD YUSOFF A, NUR ZAHIYAH OTHMAN BUniversiti Sains Malaysia, Penang, [email protected] Sains [email protected]

ABSTRACT

This study is based on interviews with four multinational companies (MNCs) in Malaysia. The

objective is to understand drivers that may needed by MNCs to implement Greener practices

in HRM and to continue the current green HRM practices. From the interviews, this study

found the drivers can be scoped down into policies, top management support, benchmarking,

information sharing, and receptivity. Several benefits and challenges associated with the

implementation of Green HRM practices are also discussed in this paper.

Keywords: green HRM, drivers, benefits, challenges, interview, manufacturing firms, Malaysia



91

THE DEMAND FOR EMERGING MARKET BONDS

ZAGHUM UMARLahore University of Management Sciences

LAURA SPIERDIJKUniversity or Groningen

ABSTRACT

We study the multi-period asset allocation problem for emerging-market investors whose asset

menu consists of stocks, bonds and bills. We consider two types of investors: domestic investors

who invest in emerging-market assets only (with returns in local currency) and international

investors who invest in both US and emerging-market assets (with returns in US dollars). Our

results show that emerging-market bonds with a maturity of one year and longer can provide

attractive shortrun and long-run investment opportunities to domestic and international

investors with different risk preferences.

Keywords: emerging-market bonds; predictability; myopic demand; intertemporal hedging

demand



92

SUNUBA SPA & REJUVENATION CENTER: THE CATCH 22

ZAIN KHAWAJA, NOMAH JAVED, SHANZE KHANSuleman Dawood School of Business, Lahore University of Management Sciences

ABSTRACT

Sunuba Spa & Rejuvenation Centre, an exclusive luxury spa for women in Lahore, Pakistan

is facing a critical question regarding its pricing model. A brand targeted for the upper and

elite classes has not become a discount brand owing to its continuous discounted packages

on discount websites. Should it continue its heavy discounts? Can it even afford to put a halt

to them, giving up its clientele, consisting mainly of bargain hunters? This case explored the

disconnect between the spa’s vision and its execution of it over the years, shedding light on the

myriad of issues and decisions that mushroomed from this disconnect.



93

BOTTOM OF THE PYRAMID MARKET’S CONSUMER BEHAVIOR WITH REGARDS TO BRANDED PERSONAL CARE PRODUCTS IN KARACHI: A QUANTITATIVE STUDY

ZEENAT ISMAIL Professor – Department of Social Sciences & Liberal ArtsInstitute of Business Administration – KarachiEmail : [email protected] Tel: +92(333) 3775545 Fax: +92(21) 38103008

MUHAMMAD SADIQ BALOCHStudent of Institute of Business Administration, Pakistan

ABSTRACT

This study explores the consumer behavior of the bottom of the pyramid market with

respect to branded personal care products via shopping and brand preference, personalized

relationship and word of mouth. The main hypothesis are based on BOP consumer’s shopping

behavior, brand selection and personalized affiliation, which conjectures BOP consumers

to be aspiring, positively responsive to word of mouth and personal selling. Conversely, the

statistical tests and results contradict the global viewpoint on BOP consumers and show a high

level of unacceptability to purchase branded personal care products through personal selling

or positive word of mouth. However, they prove their aspirational trait by actually buying the

branded personal care products which they prefer to buy. The research also contains insinuation

of the key findings and recommendations for further research.

Keywords: Personal care product, personal care brand, bottom of the pyramid market,

consumer behaviour



94

DOES NONFARM INCOME AFFECT AGRICULTURAL INCOME AND INVESTMENT IN PAKISTAN?

ZIA ULLAH KHANLecturer, Department of Economics,University of Swabi

ZAHOOR UL HAQProfessor, Department of Economics, Abdul Wali Khan University Mardanand Corresponding author ([email protected])

ABSTRACT

The study investigates the impact of nonfarm income (NFI) on agricultural income and

investment using the Pakistan Social and Living Measurement survey data for the year 2005-

06. Results show that NFI negatively affects agricultural income and investment whenever it is

statistically significant; and these effects are not same across the four provinces of Pakistan. The

one to one comparison between the four provinces of the country shows that the effects of NFI

on agricultural income and investment differ across provinces. The policy implication is that as

compared to other sectors of the economy, agriculture generates low returns and consequently

NFI is invested in other more productive sectors of the economy.

Keywords: Nonfarm income; agricultural income; agricultural investment; Pakistan

BCM ELECTRONICS CORP SDN BHD

BCM An EMS company providing comprehensive Electronic Manufacturing, design and project management services.

Founded 1993, Malaysia

Location Kulim High Tech park, Kedah, Malaysia

Website www.bcmcorp.com.my

Employees 1200+

BCM Property 435,600 sq ft

Build-up area 202,658 sq ft

SMT Lines 18 SMT Lines

Industrial Std ISO 9001:2008 (TUV Certified)

ISO14001:2004+Cor 1:2009 (TUV Certified)

ISO13485:2003+AC:2007 (TUV Certified)

ISO/TS16494:2009( TUV Certified)

OHSAS 18001 (TUV Certified)Product samples:



96

Acknowledgment

Centre for Knowledge Communication and Technology (PPKT)

Bursary USM

Public Relations Office (PRO, USM)

Strategic Communications Office (SCOMM)

National Poison Centre

Sains@USM

School of Management, USM

The Sun

Vistana Hotel Penang

Alora Hotel Penang

Equatorial Hotel Penang

USAINS Holding Sdn. Bhd.

Rozaifa Travel and Tours



97

PatronYBhg. Professor Dato’ Dr. Omar Osman, Vice Chancellor, USM

Organising Committee

Conference ChairAssociate Professor Dr. Sofri Yahya

Conference Co-ChairDr. Yusliza Mohd. YusoffAssociate Professor Dr. Siti Nabiha Abdul Khalid

Secretary & Logistics: Ms. Azlina Khalid

Finance, Promotions & Registration: Ms. Noroslinda Hussain

Chair Scientific Steering Committee: Dr. Goh Yen Nee

Co-Chair Scientific Steering Committee: Dr. Yudi Fernando

PublicationDr. Teoh Ai PingMs. Junaimah JauharMs. Shaizatulaqma Kamalul Ariffin

International Relations: Associate Professor Dr. K. Jayaraman

Industry Relations: Dato’ T T Yew

WebsiteMr. Azrul Abdul LatifMr. Adly Husaini AriffinDr. Yulita Hanum P Iskandar

International Organising Committee: LUMS, Lahore & IIMB, Bangalore

Host Organising CommitteeMr. Nasrul Ishaq NasirMr. Ahmad Khairul Anuar MansorMr. Mohd. Hizer OmarMs. Nor Halimaton Safina OsmanMs. Norsafarina Mohd. Ibrahim

Protocol & Master of CeremonyMs. Junaimah JauharDr. Christopher J. R. Richardson

AMRC Conference 2015Graduate School of Business, Universiti Sains Malaysia

11800, USM, Pulau Pinang, Malaysia.

Tel: +604-653 2791/2795 | Fax: +604-653 2792Website: http://amrc2015.usm.my/

Email: [email protected]

Member of:

The World Association of Business Schools in Islamic Countries

Graduate School of Business, Universiti Sains Malaysia is a member of AACSB and link to our website, http://www.aacsb.edu/

ABEST21ACCREDITED

CERTIFIED TO ISO 9001:2008CERT. NO.: AR 5233

MS ISO/IEC 17021 : 2006QS 02121999 CB 01

QUALITYSYSTEM

SIRIM

CERTIFIED TO ISO 9001:2008CERT. NO.: AR 5233

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SIRIM074

QUALITYSYSTEM

SIRIM

CERTIFIED TO ISO 9001:2008CERT. NO.: AR 5233ECXCELLENT BUSINESS SCHOOLed

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MEASURING THE EFFECTS OF MATERIALISM, SELF-ESTEEM AND INFLUENCE OF OTHER ON COMPULSIVE BUYING

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