Vol. IX No. 2 July - December 2019 Research Papers 1. Shifting Marketing Focus of Indian Commercial Banks towards Non-interest Income and its Consequences Subrato Bhadury 2. An Empirical Study on Determinants of Capital Structure of Selected Refineries in India: Panel Data Analysis Butalal Ajmera 3. An Empirical Study of Interior and Exterior Presentation Activates with Special Emphasis on Organized Retail Shopping Malls at Bengaluru City A Mayur Kumar 4. Contribution of Veer Narmad South Gujarat University towards Higher Education Supriya Korgaokar Raithatha 5. Green Economy and Environmental Sustainability Uma C Swadimath Case Study 6. Character Competence and Role of Leadership: Insights from a Faith Inspired Social Enterprise M R Suresh Vol. IX No. 2, 2019 Dr. Nissar Ahmed Dr. R. Venkataraman Dean Shree Vishnu Printers, Bangalore. Dr. Rajiv R.K. Massey, Centre for Management Studies, Presidency College, Bangalore Dr. Irshad Nazeer, Centre for Management Studies, Presidency College, Bangalore Ms. Indumati N, Centre for Management Studies, Presidency College, Bangalore Ms. Radhika Arora, Centre for Management Studies, Presidency College, Bangalore Dr. Ravikeerthi J.V, Centre for Management Studies, Presidency College, Bangalore Mr. Ravindra Kulkarni, Centre for Management Studies, Presidency College, Bangalore Ms. Sindhu Menon, Centre for Management Studies, Presidency College, Bangalore Mr. Venkatesh G, Centre for Management Studies, Presidency College, Bangalore Ms. Uma Swadimath, Centre for Management Studies, Presidency College, Bangalore Ms. Kiran Hiremath, Centre for Management Studies, Presidency College, Bangalore From the Editor’s Desk ... The 18th PJMTR issue welcomes you once more. This journal was launched in 2011 with an intention to promote and exchange management information among budding researchers. This issue holds a varied content and know-how related to the research and at the same time presents a case study to reckon your values. The first paper takes you into the era of financial liberalization where non-interest income is surfing as an alternative avenue for commercial banks. This paper explores the various non-interest sources of revenue to the banks and justifies it to be a mixed blessing for banks. The second paper has investigated the determinants of the capital structure of selected refineries in India. As refineries serve an important role in the production of transportation and other fuels, this paper gives insights about variables used in determining the capital structure ratios of refineries. Everyone heads to the Mall on the weekends!! Be it for window shopping or the loads of bag you purchase. The third paper discusses the interior and exterior design presentation of shopping malls in Bangalore. This paper attempts to find out the effectiveness of interior and exterior design presentation on customer satisfaction. Research published in the university is a significant indicator of academic productivity. The fourth paper talks about the contribution of Veer Narmad South Gujarat University (VNSGU) towards higher education. This paper provides a detailed analysis of doctoral research under faculty of Commerce and Faculty of Management in VNSGU during the year 2006 to 2015. Today everyone talks about organic and eco-friendly products, so the next paper deals with Green economy and environmental sustainability. As the green economy leads to "improved human well- being and social equity", this paper is an interesting read as it highlights the measures that can be undertaken for a green economy. A case study on character competence and role of leadership in faith-inspired social enterprise is the last captivating story. This paper examines Shri Kshethra Dharmasthala Rural Development Project (SKDRDP) which gives valuable inputs for other mainstream organizations. I hope you enjoy this issue of PJMTR and we look forward to your articles & research papers. Happy reading and good luck! Chief Editor Dr. R. Venkataraman PJMTR: Vol. IX No. 2, July - December 2019 Vol. IX, No.2 July – December 2019ISSN 2229-5275 Research Papers 1. Shifting Marketing Focus of Indian Commercial Banks towards 01 Non-interest Income and its Consequences Subrato Bhadury 2. An Empirical Study on Determinants of Capital Structure of 15 Selected Refineries in India: Panel Data Analysis Butalal Ajmera 3. An Empirical Study of Interior and Exterior Presentation 25 Activates with Special Emphasis on Organized Retail Shopping Malls at Bengaluru City A Mayur Kumar 4. Contribution of Veer Narmad South Gujarat University towards 41 Higher Education Supriya Korgaokar Raithatha 5. Green Economy and Environmental Sustainability 58 Uma C Swadimath Case Study 6. Character Competence and Role of Leadership: Insights from a 67 Faith Inspired Social Enterprise M R Suresh PJMTR: Vol. IX No. 2, July - December 2019 Presidency Journal of Management Thought & Research Shifting Marketing Focus of Indian Commercial Banks towards Non-Interest Income and its Consequences Subrato Bhadury* Abstract Liberalization of our financial sector ushered new economic order and opened its expanding frontiers to our commercial banks. However, this move brought the profitability of business at the centre stage and compelled the Indian commercial banks to desperately explore new avenues of marketing for their sustainability. In this process, non-interest income surfaced as a lucrative alternative avenue. During this era commercial banks partly because of their strategic marketing shift and partly due to investment management and volatility reduction effort gradually inclined towards non-interest source of revenue in the form of fee-based income and earnings from currency, exchange, brokerage and miscellaneous income. However, unlike interest income, large heterogeneity prevails in non-interest income. Moreover although this diversification effort is welcome in view of stringent Basel II norms coupled with fiercely competitive global scenario, but there is always a hidden danger that its over- emphasis as a marketing tool may lead to higher volatility in bank revenue and lower risk-adjusted profits while bank's bread and butter earning (interest income) may remain grossly neglected. Introduction outstretch of services marketing activities at par The Indian banking system, working in a with international standards generating a protective enclave of Reserve Bank of India comfortable profit margin. (RBI) and Ministry of Finance (MOF) and deeply engaged in branch expansion and The gradual business expansion of private and meeting social obligations for economic foreign banks contributed towards a more development, realized that prudent bank competitive scenario in which both higher business with financial soundness to reach the efficiency and comfortable profit margin international benchmark in operational surfaced as the basic business requirements of excellence was the urgent need of the liberalized the banks. With deregulation and gradual economy. Commercial banks came to be financial sector development, various other recognized as a corporate body, the efficiency of financial organizations also made their which is not to be rated only by the branch existence felt in the liquidity market with their expansion or rise in deposits and advances and cutting edge technology thereby posing a stiff adherence to social welfare norms but by challenge for our commercial banks, which About the Author * Professor & Dean, Heritage Business School, Madurdaha, Anandapur, Kolkata, India. Email Id: [email protected] 1 PJMTR: Vol. IX No. 2, July - December 2019 Shifting Marketing Focus of Indian Commercial Banks towards Non-interest Income and its Consequences were gradually losing their monopoly power as Literature Review the sole supplier of liquidity in the financial Here the effect of diversification into other market. The traditional bread-butter earning income activities on the revenue stream of the market (mainly related to interest income) thus commercial banks is examined. Studies related faded in its significance creating difficulties of to uncertainty and aggravations of fluctuations sustainability for the banks predominantly of the revenue stream are also considered. dependant on this single source of income. Moreover, the issues on diversification related Financial liberalization compelled the Indian additional activities involving increased cost commercial banks to desperately explore new and accounting implications are also observed. avenues of earning and non-interest income Since other income is generated from a diverse surfaced as a lucrative source for the purpose. It combination of activities and since most of its is in this backdrop that the present study focuses components are non-traditional activities of the on this unexplored but highly contextual and bank, so there may be varied impact across relevant area of banking operation on non- individual banks. Under each of these studies, interest income activities. there are categorizations for advanced countries Thus opening up of the economy created widest and emerging countries with further sub- opportunities of profitability but survival classification of theoretical and empirical strategies had also to be altered by the Indian studies for each of the bank groups. commercial banks so that the system could Rose (1989) studied the diversification benefits sustain itself in the new international financial of banks and bank holding firms. The study threats. In this endeavor, greater reliance on the revealed