NOLEGEIN Journal of Leadership and Strategic Management 2018 Issue 1 by Mba Journals

Nolegein Journal of Leadership and Strategic Management

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Nolegein Journal of Leadership and Strategic Management Nolegein - Journal of Journal of Leadership and Strategic Managemen is focused towards the rapid publication in the following areas of

Focus and Scope of the Journal

! Strategic Management process ! Management decisions

! Time scales and production development planning ! Structure of the organization ! Activities of the organization ! Analysis of internal and external factors for product development ! SWOT Analysis ! Experience curve ! Corporate strategy and portfolio theory ! Competitor Analysis ! Generic competitive strategic thinking ! Globalization and the virtual firm ! Internet and information availability ! Sustainability ! Age of Discontinuity-new technologies, globalization, cultural pluralism and knowledge capital.

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NOLEGEIN Journal of Management Information Systems NOLEGEIN Journal of Business Ethics , Ethos & CSR NOLEGEIN Journal of Entrepreneurship Planning, Development and Management NOLEGEIN Journal of Operations Research & Management NOLEGEIN Journal of Supply Chain and Logistics Management

NOLEGEIN Journal of Global Marketing NOLEGEIN Journal of Advertising and Brand Management NOLEGEIN Journal of Consumer Behavior & Market Research

NOLEGEIN Journal of Financial Planning and Management

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NOLEGEIN Journal of Business Risk Management NOLEGEIN Journal of Corporate & Business Laws NOLEGEIN Journal of Organizational Behavior Management NOLEGEIN Journal of Leadership and Strategic Management

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NOLEGEIN Journal of Performance Management & Retention Strategies NOLEGEIN Journal of Human Resource Management & Development

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EDITORIAL BOARD MEMBERS Dr. Sachin Choudhry Associate Professor Department of Management, Institute of Management Technology (IMT), Ghaziabad, Uttar Pradesh, India

Pradnya Atul Sawate Assistant ProfessorDepartment of Management ,Sinhgad Institute Of Management, Pune, Maharashtra, India

Prof. Parmita M. Mehta Asst.ProfessorDepartment of Marketing in Management, Shri K.H.Madhvani Arts and Commerce College, Porbandar, Gujarat , India

Dr. Shikha Bhardwaj Associate ProfessorDepartment of Management, IILM Graduate School Of Management, Greater Noida, Uttar Pradesh, India

Niloy Sarkar Professor and Dean Academics Department of Management, NSHM College Of Management & Technology, Durgapur, West Bengal, India

Suchita Vishwakarma Assistant ProfessorDepartment of Management,School of Management Sciences, Kashimpur, Lucknow, India

Dr. Tapas Kumar Chatterjee Associate Professor-MarketingDepartment of Marketing, Institute of Management Technology, Nagpur, Maharashtra, India

Dr. Ritu Sharma Asst.ProfessorDepartment of Marketing, GD Goenka University, Gurgaon, Haryana, India

Prof. Sonali S. Patnaik Associate ProfessorDepartment of Management, IILM Graduate School Of Management, Greater Noida, Uttar Pradesh, India

Neeraj Nautiyal Head & Associate ProfessorSchool of Management, Graphic Era Hill University, Dehradun, Uttarakhand, India

From the Director's Desk Dear Readers, We would like to present, with great pleasure, the inaugural First volume of a new scholarly journal, NOLEGEIN Journal of Leadership and Strategic Management. This journal is part of the Business Management, and is devoted to the scope of present management issues, from different perspectives. This new journal was planned and established to represent the growing needs of business management as an emerging and increasingly vital field, now widely recognized as an integral part of Management. Its mission is to become a voice of the Management community, addressing researchers and practitioners in this area. The core vision of NOLEGEIN Journal of Leadership and Strategic Management in MBA Journals is to propagate novel awareness and know-how for the profit of mankind ranging from the academic and professional research societies to industry practitioners in a range of topics in Leadership Management in general. MBA Journals acts as a pathfinder for the scientific community to publish their papers excellently and well on-time. NOLEGEIN Journal of Leadership and Strategic Management focuses on original high-quality research in SWOT Analysis, Experience curve, Sustainability. Many researchers have contributed to the creation and the success of the Leadership Management. We are very thankful to everybody within that community who supported the idea of creating an innovative platform. We are certain that this issue will be followed by many others, reporting new developments in the field of Leadership Management. This issue would not have been possible without the great support of the Editorial Board members, and we would like to express our sincere thanks to all of them. We would also like to express our gratitude to the editorial staff of MBA Journals, who supported us at every stage of the project. It is our hope that this fine collection of articles will be a valuable resource for Management readers and will stimulate further research into the vibrant area of Leadership Management.

Puneet Mehrotra Managing Director

Contents A Study on Inclusive Growth in Numaligarh, Assam: With Special Reference to CSR activities of NRL

Sudhanshu Verma, Madhurika Khetan The Indian Airline Industry: Finance Trends and Strategies

Pradnya Bansod Sawate, Smita Sovani Marketing Management: Why to Study?

Binod Sinha Strategic Approach for Effective Corporate Communications

Divya Aggarwal Strategies to Deal with Organizational Stress Divya Aggarwal

NOLEGEIN: Journal of Leadership and Strategic Management Vol. 1: Issue 1

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A Study on Inclusive Growth in Numaligarh, Assam: With Special Reference to CSR activities of NRL Sudhanshu Verma1*, Madhurika Khetan2 1

Professor, Head, MBA Banking and Financial Services, School of Business, Assam Kaziranga University, Assam, India 2 Assistant Professor, Banking and Finance, School of Business, Assam Kaziranga University, Assam, India

ABSTRACT Purpose: The objective of the paper is to study the overall growth level in the villages around Numaligarh Refinery Limited (NRL), Assam achieved because of various corporate social responsibility (CSR) activities and to examine the status of standard of living of these people. Approach: The methodology of this paper is based on primary data collected through a structured interview schedule and questionnaire based on correlation and regression is used to analyze the status of growth of the region and the future expectation of people. Findings: A moderate relationship is found between the perceived satisfaction by the employees on CSR expenditure and their job-related variables. Even all the sub variables of CSR activities seem to have a moderate relationship with each other, but in case of job satisfaction, the correlation is quite weak. Research limitations: The area is a remote one and to get specific answers from these people is difficult. Value: It will be an addition to the related literature and suggestion for inclusive growth of the region. Keywords: Assam, corporate social responsibility, Numligarh refinery limited

INTRODUCTION The 1947 partition isolated the region and sealed the land and sea routes, with which the any and every trade was possible at that time. It closed the accessibility to the traditional markets, which were established by the time and took the region backwards by a quarter of a century. It also alienated the rest of India with North East. The North East lost the Chittagong port to Bangladesh and in return it got a very narrow 27 km wide Siliguri corridor and this made the entire North East, a distant land and severed the movement of goods as well as people, making the natives an alien in their own country. The volatile neighborhood relationships added fuel to the fire of economic slowdown of the land and people. The well-established trade routes were converted into inaccessible International borders. All this led to the

evaporation of private investment from the region and poor infrastructure and governance coupled with low productivity and limited market access along with seasonal floods, which till today are uncontrolled by the government, dealt the death blow to the human entrepreneurship also. River banks, kept on eroding, human life was continually lost and the dependence on Central Government and PSUs operating in the region for resources, kept on increasing. This coupled with lack of political willingness to uplift the region and Numaligarh Refinery Limited (NRL) being the only entity, working to uplift the living standards has boiled down to a situation where anybody and everybody has all the expectations from NRL only. Hence the central and state governments,

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The Indian Airline Industry: Finance Trends and Strategies Pradnya Bansod Sawate1*, Smita Sovani Assistant Professor2, Professor2 Savitribai Phule Pune University1, India Sinhgad Institute of Management, Pune2, India

ABSTRACT The Airline Industry in India is divided into civil airline industry and military aviation industry. The governance of the civil aviation is done by Ministry of Civil Aviation and governance of military aviation is done by Ministry of Defense. According to International Air Transport Association Indian (IATA) aviation sector has a huge growth in manufacturing, tourism, airline travelers including domestic and international, shipping and other incomes. Thus, civil aviation sector is at the eye of many investors. The research study focuses on the civil aviation sector and its financial management of the industry. The study is using a secondary data collection methodology referring various journals, research studies and the government websites. Keywords: aviation, finance, strategy, transportation, India

INTRODUCTION The airline industry in India is divided into civil airline industry and military aviation industry. The governance of the civil aviation is done by Ministry of Civil Aviation and governance of military aviation is done by Ministry of Defense. According to International Air transport Association Indian (IATA) aviation sector has a huge growth in manufacturing, tourism, airline travelers including domestic and international, shipping and other incomes. Thus, civil aviation sector is at the eye of many investors. The research study focuses on the civil aviation sector and its financial management of the industry. Currently India is at ninth position in in civil aviation market in World. India aims to become the third largest aviation market by2020 [1]. The civil aviation industry is trying to expand in a way such as low-cost carriers (LCC), new technology inventions like IT,

Foreign Direct Investment (FDI) in domestic airlines, more advanced airports and connectivity. India has a market size of around US $ 16 billion. In the year 2013 total passenger traffic was 163.06 million. Out of that domestic passenger traffic CAGR-7.71% (FY 2006– 13), international passenger traffic CAGR8.96 for year 2006–2013, total fright traffic CAGR 5.2% for year 2006–2013. More than 85 international airlines operate in India. 5 Indian airlines connect to 40 countries inworld [1]. For the basic understanding the Figure 1 can be referred. The civil aviation industry is divided broadly into four types namely domestic airline operated within India and selected international locations, international airlines, chartered air operations and cargo service providers. The domestic airline is following divided into full service carriers and low-cost

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Strategic Marketing Management: Why to Study? Binod Sinha* Professor of Marketing, Balaji Institute of Modern Management Pune, Maharashtra, India

ABSTRACT Thought process continues what is meant by Strategic Marketing Management; why we taught Strategic Marketing Management in Business School; how it differs with Strategic Management, a core subject in various institutes? That’s motivated me to write a research paper on Strategic Marketing Management. Providing superior value to customer is become challenge for many companies in the world. Organization distinct capabilities should be aligned with promising value opportunities. Marketing strategies depends upon understanding markets, buyers, competitors and change expected in coming days. Failure of Kingfishers Airlines and Subhiksha Store, thinking of replication of Amul model in Maharashtra, failure of Private University in Chhattisgarh in 2005, subsidized LPG to Market LPG, war between Dettol Utensil care and VIM bar, success of online buying concepts in India, closure of Big Bazar store in Bangalore and other metros created the need to understand Strategic Marketing Management. Strategic Marketing Management is all about helping organization to a unique identity in the market grows its businesses geographically and serve the customers better than competitors. This research paper will give the coverage of scope and contents of strategic marketing management and its importance for marketing students in MBA/PGDM. Keywords: Strategic marketing management, strategic management, competitors’ market, customers

INTRODUCTION The difficult question poses to any corporate among 7Ps, which P integrates strategic value to organization. Raymond identify product, Samsung identify people, Big bazaar identify price and Parle G identify place, so success is shaking hands with them. The book outlines the process of identifying sustainable competitive advantage of organization. Strategic marketing demanding role in business performance is demonstrated in market driven strategy of successful organizations competing in wide array of market and competitive situation. Superior customer values leveraging distinctive capabilities responding rapidly to diversities and change in market place,

developing innovation, culture and recognizing global business challenges are demanding initiatives that requires effective marketing strategies for gaining and sustaining a competitive edge. Rather than try to convey all that theory has to say on a subject, the book seeks to translate what theory has to say into principles and practices that students need to know to accomplish what that they want to accomplish. It reflects an approach that is grounded firmly in theory and research but that is ever so practical in application. It reflects 8 years of experience teaching strategic management and marketing management to MBAs. And it reflects a desire to communicate, in a straightforward and plain-spoken way.

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Strategic Approach for Effective Corporate Communications Divya Aggarwal Student, Ajay Kumar Garg Institute of Management, Ghaziabad, U.P, India

ABSTRACT A good internal communication strategy is an important aspect. There is is a clear flow of communication, the organization has highly committed and well-trained employees. An effective communication also promotes a tenacious culture that leads to a higher output. There is a need to have an open and transparent communication system in place for a smooth functioning of the organization which allows an effective exchange of ideas and information between multiple hierarchical levels, workgroups and teams. This is the most effective tool for the management to play an important role in the overall development of the organization, performance management and maintain harmony among the employees. Keywords: communication strategy, corporate communication, internal communication

INTRODUCTION Today all the organizations are working on “Employer Branding” and they strive to be the most ‘preferred employers’ in the industry. But there are very few of them that are making an endeavor to bring a change in their branding strategies and adopting ways to achieve their goal. The best strategy to earn customers’ respect and preference is to work on the “Internal Communication”, which boosts the productivity as well as the quality of the products and the services [1].

Corporate Communication ConceptsSome of the main concepts of corporate communication are• Stakeholder •Vision • Public • Objectives and Goals • Market • Strategies • Issue • Corporate Identity • Communication • Corporate Image

Organizations need communication to • Acquire Resources they need in order to operate. • Communicate with different Stakeholders. • Communication with Employees to increase their loyalty and to work together to support the company's objectives. • Influence the Environment within which they operate. • Improve the Image. • Develop the Corporate Branding.

External Communications: • Media Relations • Corporate Image Management • Event Management • Crisis Communication

Corporate Communication typesInternal Communications: • Employee Communications • Internal Event Management • Development of Communication Tools

Communicating Corporate Strategies • Internal communications are means for the employees to communicate the authenticity, importance, and relevance of their company’s purpose and strategic goals.

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Strategies to Deal with Organizational Stress Divya Aggarwal Student, Ajay Kumar Garg Institute of Management, Ghaziabad, U.P, India

ABSTRACT Today the MNC industry is one of the fastest growing sectors of India. Now-a-days Multinational companies are becoming profit and target oriented, so it increases the stress in the minds of employees. Stress management is an important activity of strategic human resource management. It has a significant impact on the performance of the employees and efficiency of the organization, so there is an immediate need to design an efficient way of improving organizational profitability and reducing costs through lowering rates of absenteeism and turnover. There is a need to find out certain measures or practices that would help to face that challenge. Keywords: Organizational stress, leadership strategies, organizational strategies

INTRODUCTION The culture of an organization determines the performance of its employees. Job stress is a global issue which is caused by job related problems and has a psychological impact on the employees’ behavior and performance. This may have a long-term implication on the growth of the company and the commitment of employees to the organization. Occupational stress is related to one's job [1]. Occupational stress often comes from unrealistic expectations and pressures that do not align with an employee’s profile, knowledge or skills. The best way to deal with this is to arrange motivational workshops and regular feedback sessions with the employees to be conducted by the higher management or have open house sessions where the issues could be addressed to the satisfaction of the employees which would, in turn, help the leadership to design strategies to deal with the issues causing stress within the organization [2]. EFFECTS High Absenteeism – With high levels of stress and increasing dissatisfaction among

the employees of organizations, the employees tend to find a reason to not go to work. Poor health- Too much pressure at work is detrimental to the employees’ health and makes it physically challenging for the employees to work especially when the office timings get stretched beyond the working capacity of individuals. It often leads to fatigue, palpitations, heart problems etc. Low self-esteem- Low self-esteem is a result of regular criticism and bullying at work. The management is often responsible of not taking the corrective action to fix the same. If left unattended, it can cause long-term implications like depression, irritability and other psychological disorders. Low Productivity- A discontented employee finds it difficult to be productive to the best of his/her ability, hence the organization suffers the consequences. Poor performance- The amount of stress that an employee is under is inversely