Proceedings of INTERNATIONAL CONFERENCE ON ENTERPRISE VALUE CREATION THROUGH CREATIVE MANAGEMENT PRACTICES 26th-27th February 2015 (Thursday & Friday) Conference Proceedings of TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION, NAGPUR ISBN: 978-93-5212-677-4 Editors Dr. Lalit Khullar, Director Dr. Sanjay Kavishwar, Dean-Academics & Admissions Prof. Pooja Bhutda, Asst. Professor Copyright@by Tirpude Institute of Management Education, Nagpur, India Tel: 0712-2521932, Fax: 0712-2543965 Visit us at: www.tirpude.edu.in All rights reserved The views expressed in this Conference Proceedings are those of the contributors and not necessarily those of the editorial board or the publisher. All rights are reserved with Tirpude Institute of Management Education, Nagpur. No part of this publication may be reproduced, stored in retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the copyright holder. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claim for damages. The author alone is responsible for the correctness of events, information and data used in the contributions. The authors of the papers have taken all reasonable care that the contents do not violate any existing copyright or other intellectual property rights of any person(s) in any manner whatsoever. In the event the author(s) has been unable to track any source of information and if copyright has been infringed inadvertently, the same may please be brought to the notice of the editor in writing for corrective action. Published By Tirpude Institute of Management Education, Nagpur (Maharashtra), India Preamble The increasing competition is resulting in hunger for new customer acquisition and the perennial need to retain the existing customers. On this backdrop, the organizations today are forced to adopt divergent management practices. Evolving technologies and dynamic societal environment are posing a constant threat to the existing management practices. This complex situation is questioning the efficiency of all resources put into the business. The necessity to continuously innovate across the functions is felt by all business organizations to create a sustainable value in this ever changing business environment. The value of products and services today is based more and more on creativity — the innovative ways that they take advantage of new materials, technologies, and processes. Value creation in the past was a function of economies of scale: mass production and the high efficiency of repeatable tasks. Value creation in the future will be based on economies of creativity: mass customization and the high value of bringing a new product or service improvement to market; the ability to find a solution to a complex customer problem; or, the way a new product or service is sold and delivered. This has opened new horizons for creative management techniques, which range from creative thinking, brainstorming and mind mapping to provocations and abstract decision making. Organizations, the world over, have sensed the emergent need to develop and sustain a creative work culture where ideas can grow and translate to value creation in business. Delivering these values calls for an integrated approach of various organizational functionalities. The theme “Enterprise Value Creation through Creative Management Practices” is hence chosen for this International Conference. With a view to further explore and understand the different techniques of enterprise value creation, Tirpude Institute of Management Education, Nagpur, invites academicians, research scholars and business managers to share their knowledge and insights at this International Conference in February 2015. Dear Friend, It is my singular pleasure to forward to you the proceedings of International conference on “Enterprise Value Creation through Creative Management Practices”, held on 26th and 27th February, 2015 at our institute. This publication takes full advantage of the scholarly work of academicians and industry professionals and also creates an opportunity for you to store the same for future referencing. I believe that cultivation of a strong research culture is absolutely necessary for excelling in the process of academic enhancement and knowledge disbursal. An academic institute can achieve this primary objective of value addition of updated and relevant knowledge to its students and the academic community at large by enabling high quality original research. As editor, my task was made extremely challenging due to very rare and original quality of research work submitted by contributors from across the international and domestic arena. Nevertheless, I have been able to select some of the finest works with the help of our reviewing team comprising of erudite scholars from academia and industry and present the same to you. I am sure you will find the contents thought provoking and of immense value and relevance. Thanking you, Dr. Sanjay Kavishwar Editor Index S.No. Title & Name of Authors Page No. 1. Emergence of Employer Branding In the Indian Context 1 By Dr. Akansha By Bhargava, & Ms. Sharon Michelle Dalgado 2. Blue Ocean Strategy: A Conceptual Study 14 By Amit Phillora 3. Customer Loyalty in Banking Sector : A Study on Premium Bank at 30 Kolkata” By Anirban Majumdar & Suparna Basu Sarbadhikary 4. CRM In Healthcare Industry: An Innovative, Emerging Discipline. 37 By Mrs. Aparna Tiwari 5. Enhancing Value of Small And Medium Business Enterprises Through 44 Innovative Marketing Management Practices By Dr. Asha Tiwari 6. “Impact Of The Recent Trends Of Foreign Direct Investment In Retail 54 In India” By Barna Naidu 7. Emerging Role Of Customer Relationship Management (CRM) In 61 Value Creation Through Management Practices By Prof. Chaitanya A. Sakhare 8. Creativity Management – The New Challenge for Business Process 69 Management By Dr. R.K. Cham 9. “Enterprise Value Creation through creative management practicesBy 80 adopting Blue Ocean Strategy in Haldirams” By Prof. Chitra Gidwani 10. Role of Information Technology in CRM 88 By Dinesh Kumar Mirkute & Dr.Rajesh S.Bahurupe 11. Relevance of Job Design in Modern Work Context 96 By Prof. Deepak Samuel Titus & Prof. Roopesh Rao 12. India as a brand for Investors 111 By Dr.Ashish Sharma & Mr.Amit Phillora 13. Green Marketing: The green revolution in Marketing 118 By Prof. Qureshi Riyaz Ahmed 14. Value Creation In Management Education: A Study On Changing 127 Perception Of Students Pursuing Management Programmes By Isha V. Mundada & Prof.Prasanna Shembekar 15. Achieving Operational Excellence Through Creativity In Hospitals 134 By Kimsy Gulhane 16. European Financial Crisis 146 By Mr.Kaushik Sundaram, Paris School Of Business 17. 159 Enterprise Value Creation Through Creative HR Practices By Prof.Komal Nagrani & Dr. Owais Talib 18. Study The Effect Of NPA On The Performance Of Yavatmal District 163 Central Cooperative Bank By Prof. Mahesh Suresh Chopde 19. Self Management: Key To Utilizing Human Potential In An 169 Organization By Dr. Manisha Shukla 20. “A Study On Customer Relationship Management & CRM Software” 184 By Prof. Megha P. Nanhe 21. Expenditure On Research & Development By Leading Indian 191 Automobile Companies By Dr. Rakhi Sharma & Dr. Pushplata Chouksey 22. Marketing Channel Strategies In Rural Emerging Markets Unlocking 195 Business Potential By Dr. Reena Modi 23. A Comparative Study of Customer Perception towards Traditional 203 Marketing and E-Marketing in the city of Jabalpur By Dr. Chandrashekhar Aronkar & Mr. Nitin Jain 24. Role Of Innovation In Entrepreneurial Sustainability:A Case Study Of 212 Pizza Hut Prof. Prabhjot Kaur Nayyar & Prof. Rinki Moolchandani 25. Online Retail Wars: Fads, Trends and Fashion 220 By Prof. Roopesh Rao, Prof. Deepak Titus & Prof. Carol Poonekar 26. A Study on importance of Creativity and Innovation in 227 Entrepreneurship Development By Prof Sachin Barve & Dr. Kanchan Dewal 27. Training & Development Practices and Its Effectiveness for Faculty of 234 Engineering Colleges of Nagpur City By Mrs. Reshma Pais & Mrs. Swapna Ghatole 28. Economy, Ethics And Research Issues 241 By Dr.A.Sathish Babu, 29. Role of Industry- Institute Collaboration – A research review 245 By Dr. Shailesh O. Kediya 30. A step towards winning the market through Talent Management 257 By Dr. Sharmistha Gupta & Prof. Amrita P. Taide 31. Social Management 263 By Dr. Monika R. Seth & Dr. Vinod H. Asudani 32. Innovative Marketing Practices 271 By Prof. Sunanda Vincent J. 33. Enterprise Risk Management-Creates Share Holders Value 277 By Dr. Tanuja L. Rajput & Dr. Kanchan Dewal 34. Standing tall in the world of Red Ocean Strategies. 283 By Dr. Vandana Rao & Dr. Saket Bansod 35. Creativity In Entrepreneurship: An Overview 289 By Khushboo Sabharwal Gupta & Dr. Varsha Rokade 36. HR Analytics 296 By Prof.Vikita R. Agrawal. 37. Contribution Of Creativity & Innovation In Entrepreneurship For 305 Economic Development By Mr. Vinamra Nayak 38. Medical Tourism in India – Issues and Prospects in Current Changing 312 Market By Dr. Anil N. Sarda 39. Analytical Study on Effect of Nutritional Labeling On Consumer 322 Buying Behaviour in Nagpur City, 2015 By Prof.Deepali R.Naidu 40. “Impact of Organizational Information Sharing On Knowledge 330 Management Practices: An Empirical Study Of Manufacturing Industry In Nagpur” By Mr. Ritesh Sule & K.V. Ghormade “Emergence of Employer Branding In the Indian