Dr Geetha R | Bengaluru (original) (raw)

Papers by Dr Geetha R

Electronic technology or information technology has revolutionized the way in which organizations... more Electronic technology or information technology has revolutionized the way in which organizations perform their day-today operations, particularly so in the Human Resource Management domain, where IT has redefined the way in which HR departments perform their operational, relational and transformational functions. Electronic technology is having a tremendous impact on HR activities .When Electronic tools are implemented in HRM then it is termed as EHRM / HRIS / Web-based HRM etc. Some of the E-tools used in HRM include Web-based Employee /Manager Self Service tools, workflow technologies, vendor management systems, applicant tracking systems, hiring management systems, E-recruitment software, internal mobility software, Performance appraisal management software, succession planning software, personnel development software, career planning software, package review software, executives and key people management software, Payroll and compensation management software, employee monitoring system ,SAP and a host of others. Many global companies have started using SAP (Systems, Applications Products), an integrated software technology instead of separate applications for each department. This facilitates easy maintenance. E-tool applications in HRM have enhanced productivity of the workforce, increased efficiency and effectiveness and they have also increased the accuracy and speed with which the employees perform their tasks. Workplace Surveillance by means of employee monitoring system has increased the productivity and performance of the employees. It also avoids wastage of resources. E-recruitment helps the organizations in cost reduction. Web 2.0 tools like cloud computing, virtual world, knowledge sharing,wikis,podcasting,blogging,online social networking, photo and video sharing and content rating have enabled faster and effective communication between organizations. This paper also discusses concisely about the impact of Web 2.0 applications on HRM. Through the present study, it is observed that E-HR practices have helped the organizations to achieve excellence through employee engagement, effective knowledge management and workforce adaptability. The focus of the present study is to provide a conceptual framework to the role of E-technology in the Human Resource Management by explaining about various E-tools used in the multitude functions of HRM. It also identifies critical success factors due to e-tool applications in HRM.

Today, due to globalization and technological advancements, an extremely competitive knowledge-ba... more Today, due to globalization and technological advancements, an extremely competitive knowledge-based economy has emerged. Accordingly, the need for highly skilled employees has increased enormously in the market. It is an established fact that talented employees are considered essential for organizational growth but at present they have become essential for the survival. This state of attraction and retention of the talent from exceedingly competitive market has led to a war of talent. Furthermore, in today's business scenario, employer brands have developed into extremely valuable assets. As everyone is obsessed by branded products and services, employer brand has attained a position of status symbol and organizations are using their employer brand to attract fresh pool of talented workforce and to retain potential talents. In order to create an appealing employer brand organizations' are investing huge capital on building and communicating their employer brand to the potential talent. Given the scenario of " War of Talent " , developing a strong employer brand image by an organization helps in a substantial way to acquire and retain talent. Having said that, organizations' should exercise utmost care while developing and implementing employer branding process as it acts as a crucial game-changer to attract and retain talent.

In recent years employer branding has attained prominence in the midst of HR managers as a signif... more In recent years employer branding has attained prominence in the midst of HR managers as a significant strategy to build an organization's sustainable growth. Building a positive reputation and employer brand can be considered as a vital strategy to create a distinctive and attractive identity with which current employees and potential job seekers can recognize themselves. In general, employer branding communicates the uniqueness of an organization to the public. It is ultimately, the practice of projecting an image of being a " best employer to work " in the minds of prospective job seekers and present employees. Since every step of the organization towards building its employer brand will shape the impression of potential employee either to accept or reject a job offer, the employer brand is believed to be a crucial weapon in the battle to win and retain talent.

Staffing or acquisition of efficient manpower is the vital function of HR department. Recruitment... more Staffing or acquisition of efficient manpower is the vital function of HR department. Recruitment and selection are the quintessential steps involved in staffing process. As a consequence of globalization, organizations across the world witnessed robust growth and tremendous expansion. This necessitated Indian auto-component firms to embrace e-technological tools with their recruitment and selection practices so as to create a huge pool of talented workforce to meet ever increasing demand. E-recruitment sources like intranet, job portals, company websites and Social Networking Sites (SNS) have been playing a predominant role in alluring the prospective employees and stimulating them to apply for the job and E-Selection techniques on the other hand have simplified the process of selection and have made it highly effective. This paper manifests the way in which auto-component firms have been leveraging e-technological tools to increase the efficiency and effectiveness of their recruitment practices by reducing-cost and cycle time of recruitment and by increasing applicant volume. It also explores the implications of e-recruitment on process consistency and auditability of recruitment practices.

The conceptual paper entitled – " The Techniques and Rationale of e-Surveillance Practices in Org... more The conceptual paper entitled – " The Techniques and Rationale of e-Surveillance Practices in Organizations " elucidates some of the key ethical issues arising out of the use of surveillance technology in the workplace. Information age is steering the organizations towards increased use of online workforce. This has led to the extensive dependence on internet in the organizations. The advent of Web 2.0 applications have acted as facilitating factors for cyber loafing of online workforce. Since Web 2.0 applications induce interactive information sharing, interoperability and collaboration on the World Wide Web, employees are provoked to indulge in mailing, chatting, entering virtual world, social networking blogging, podcasting, Net-surfing, online trading and the like. This leads to loss of productivity and loss of work-time in organizations. To regulate such unethical practices of using organizational technology for employees " personal indulgences, most of the organizations across the globe have adopted work place surveillance systems to monitor erring employees with the help of surveillance devices and gadgets. Employees consider surveillance or monitoring system as intrusion into their privacy and unethical. They also claim that it is an indication of lack of trust in them. This paper discusses about some of the e-techniques used for employee surveillance in organizations and the rationale behind e-monitoring it.

This paper examines the outcomes of Computer Based Performance Management (CBPM) in organizations... more This paper examines the outcomes of Computer Based Performance Management (CBPM) in organizations. In the context of research, CBPM is construed as a system which integrates electronic technology with the performance management process of an organization so as to improve individual, team and organizational performance.The four key constructs considered for research include-time saved performance enhancement, unbiased rating and rating errors and employee motivation and development. To ensure conformance to business dynamics and to acquire competitive advantage, many organizations automate their Performance Management processes. They incur huge expenses on automation. However there are very few anecdotal evidences to justify the rationale behind such huge investments. There is a need to scientifically examine whether technology integration with Performance Management is worthwhile or not. In this direction, a portfolio of four generic constructs was hypothesized to test the effectiveness of CBPM. Each of the four constructs was then operationalized based on a five point Likert measurement scale. An ex post facto survey technique was adopted to gather data from 110 HR professionals of tier-1, tier-2, tier-3 auto component firms and auto-ancillaries in three South Indian states of Karnataka, Tamil Nadu and Andhra Pradesh. The time frame set for study was three years between 2011 and 2014.

Nearly 70 percent of the people in India live in rural areas and of them almost 25.7 percent live... more Nearly 70 percent of the people in India live in rural areas and of them almost 25.7 percent live Below Poverty Line (based on NSSO 2011-12 report).The number of rural people in India is 833.1 million of which 216.5 million are estimated to be Below Poverty Line (BPL). There is pressing need to develop rural India to ensure balanced and sustainable economic growth in the country.A plethora of Rural Development initiatives have been formulated developed and implemented from time to time by the Ministry of Rural Development (MoRD), Government of India in order to alleviate poverty from the face of Indiaso as to ensure sustainable livelihood to the ruralpopulace. This paper explains througha framework, the context, dimensions, policies and schemes considered by the MoRD for enabling access to sustainable livelihood to rural dwellers in India.The framework based analysis enables to easily comprehend the way the public sector delivery mechanism functions towards realizing the objective of equitable and sustainable development. The framework has been developed on the basisof Meta-analytic survey of government reports and websites. An effort is also made to briefly describe the rationale, dimensions and schemes considered for enabling access to sustainable livelihood with the help of statistical data obtained from macro data sources.

Indian economy has attained robust growth in recent years as indicated by a GDP of 1.877 trillion... more Indian economy has attained robust growth in recent years as indicated by a GDP of 1.877 trillion USDs (2013 estimates). The contribution of Small and Medium Enterprises (SMEs) to GDP has increased significantly to nearly 8 percent. SMEs have been able to augment their productivity and performance through the integration of Information Technology and Business Intelligence Systems with their operational, transactional and transformational functions. Small firms mostly use standalone IT infrastructural applications like time management systems, Leave and Attendance Management Systems, Work flow technologies, Payroll, Performance Management Suites, E-Surveillance systems, etc. Integration of IT systems with enterprise governance generates strategic value to businesses by ensuring augmented productivity, process consistency standardization of activities, predictability, scalability and auditability. This paper assesses the achievements and outcomes of IT Governance(ITG) in Small and medium-sized manufacturing firms in India and their consequential impact on Indian Economy.IT governance is a sub system under enterprise governance. To examine the efficiency gains arising to SMEs due to ITG , Focus group interview and survey techniques were adopted. Opinion of the senior managers or executives of 43 small and medium manufacturing enterprises in three south Indian states of Karnataka, Tamil Nadu and Andhra Pradesh was sought.

Global Economy is characterized by frequent Economic fluctuations. Attaining economic growth amid... more Global Economy is characterized by frequent Economic fluctuations. Attaining economic growth amidst constant volatilities in-real national income, general price levels, and rate of employment, income distribution, public finances and FDI stock of a country is a serious challenge before the government. Economic Stability can be achieved only when there is absence of excessive fluctuations and volatility in the macroeconomic environment. An economy with fairly constant output growth, declining unemployment rate and low and stable inflation would be considered economically stable .Government of India and Central Bank carefully monitor and analyse the trends in business cycles from time to time and formulate and implement appropriate monetary and fiscal policies so as to avert economic slump or down turn. Through this paper an endeavour is made to examine whether the stabilization initiatives of the government and RBI have facilitated achievement of stability through a Meta analytic survey based on secondary data sources.

There are nearly 4.68 Crore working Micro, Small and Medium Enterprises (MSMEs) in India which ar... more There are nearly 4.68 Crore working Micro, Small and Medium Enterprises (MSMEs) in India which are producing around 6000 varieties of products and have generated employment to 10.62 Crore people They contribute nearly 8% to GDP and 45% to manufacturing output and 40% to Indian exports (MSME Annual Report, 2012). Automotive component Industry which constitutes significant part of MSME sector in India has registered a Compound Annual Growth Rate of 18% (2009-13) with an annual turnover of USD 39.7 billion in 2013. It has a potential of USD 115 billion by 2020-21 (ACMA Annual Report, 2013). The Auto component industry, which is an integral part of the automotive sector, comprises about 500 firms in the organized sector and more than 10,000 firms in the unorganized sector and it has been one of the fastest growing segments of Indian manufacturing. It has provided direct and indirect employment to about 1.31 crore people in the country and contributes nearly 4% to GDP and 5% to industrial production. As the size of employees is growing in automotive component firms due to robust growth rate in the industry, it has become imperative for automotive firms to digitize their HCM operations so as to streamline all their operations and processes pertaining to Human Capital Management (HCM). This study attempts to evaluate the effectiveness of digitization of HCM practices in Micro, Small and Medium Enterprises (MSME) sector with particular emphasis on Automotive Component firms through assessment of the impact of digitization on core factors like-, simplification of HCM processes, decision making, Cost, standardization, process consistency, ease of accessibility, quality, time and others. Through an exploratory analysis an endeavor was made to identify the denouements and benefits derived due to automation of HCM operations and processes.

This paper throws light on how entrepreneurs can effectively build, extend and modify their compe... more This paper throws light on how entrepreneurs can effectively build, extend and modify their competencies or capabilities to confront and combat multitude of crises that may affect their enterprises both at the micro and macro levels. The concept of dynamic competencies of entrepreneurs refers to their ability to perceive changes, opportunities or threats in the environment, formulate apt responses and to implement suitable course of action to avail of opportunities or to overcome threats. Enterprise Crises may manifest in different forms such as Employee scandal, terrorism or threats, protests, illegal employee behaviour, equipment malfunctions, disruption of phone, internet or other services vital to business, chemical spill or leak, rumours that will damage company reputation, whistle blowing, sexual harassment, global economic crisis ,financial crisis, political crisis ,socio-cultural crisis ,business/strategic crisis or natural disasters. This paper focuses on the different forms of crises that an entrepreneur might have to confront and the key skills and competencies that he/she might have to modify in order to handle enterprise crisis in a catalytic manner so as to re-emerge successfully with minimal damages or by completely overcoming it. Case studies of entrepreneurs like Jorma Ollila, CEO of Finland-based cellular phone company, Nokia Lee Iacocca, the former CEO of Chrysler and a few others who have successfully managed crisis with their dynamic competencies and skills are also discussed in this paper.

Demonetization drive of Nov. 8, 2016 led to nullification of 86% of India's currency that was in ... more Demonetization drive of Nov. 8, 2016 led to nullification of 86% of India's currency that was in circulation. It was aimed at weeding out the black market's cash supply and counterfeit notes that are disrupting the socio-politico-economic landscape of the world's second largest emerging market. Post-Demonetization there is 400 to 1000 percent surge in Digital transactions as reflected from the augmented E-wallet transactions from 17 lakh to 63 lakh per day valued at around Rs. 191 Crores per day , a significant rise from previous Rs. 52 Crores per day. Rupay transactions have also increased from 3.85 lakh to 16 lakh per day with the value of transactions increasing from 39.17 Crores to 236 Crores (Law and IT Minister Ravi Shankar Prasad, PTI, Dec 9, 2016). Besides, Indian economy is trending towards cashless society as even small vendors and rural populace switch to e-wallet transactions. This study was undertaken to examine the efficacy of cyber banking in fortifying economic Governance in India post-demonetization, through sample survey technique. A Questionnaire was administered to around 50 users who generally involve in digital transactions. Their opinion was sought keeping in perspective pre and post demonetization trends in digital transactions. The results of the study reflect a significant surge in digital transactions post-demonetization yielding remarkable benefits towards economic governance in terms of quick and hassle free transactions at low cost and reduced cycle time of transactions.

This paper explicates the immanent association between Constitutive Elements of an Enterprise (CE... more This paper explicates the immanent association between Constitutive Elements of an Enterprise (CEE) and Marketing Dexterity (MD) based on five key constructs. In the context of research, marketing Dexterity is surmised as a sequel to effective-strategy, structure, system, skill-inventory and style of leadership. The five key constructs are construed as antecedents to improved marketing performance of business firms. To ensure quick conformance to market dynamics, many organizations redesign or reconstitute their organization structure, strategies, systems, and skills-inventory and leadership styles. However the prevailing anecdotal accounts are not indicative of the propinquity between CEE and Marketing Dexterity. Because of its pervasive influence on manufacturing and business performance, there is a need to scientifically develop and test multi-item scale pertaining to CEE. In this direction, a portfolio of five generic constructs was hypothesized to be associated with Marketing Dexterity. Each of the five constructs is then operationalized based on a five point Likert measurement scale. A survey technique was adopted to gather data from 40 marketing executives and managers of medium and large sized manufacturing firms in and around Bangalore city. The time frame set for study was two years between 2012-14.

As Environment and health conscious consumers shift their preference towards organic and eco-frie... more As Environment and health conscious consumers shift their preference towards organic and eco-friendly life style.A plethora of firms have started leveraging on it by indulging in green production and green marketing. Firms like 24 Mantra Organic , Pro Nature, Organic Tatva , Down To Earth, Zara fashion stores of Inditex, a Spanish company, Ecco-Bella, Aveda, Beauty without Cruelty, Kiss My Face, NYX, Tarte Cosmetics, Yes To Body Care , Aubrey Organics, Korres, Eco Tools and a host of others are resolving to produce and market eco and environment friendly products. The current empirical study examined the Green Consumption Behavioral Trends among consumers in metropolitan cities of Bangalore and Hyderabad. An effort was also made to explicate the interconnectedness between Green Consumption Behaviour(GCB) ,Green Production (GP) and Green Marketing(GM) using a descriptive design and e-survey technique. Sample size was confined to 64 elements. The key learning outcomes of this study show that there is an increased concern to preserve and protect environment and ecosystem across the groups of producers, consumers and distributors. There is a paradigm shift in the buyers' intention and purchase behaviour of consumers as they are now aware of the benefits that accrue from a green life style. In response to changing buyer behaviour firms are also reconstituting their business models with a sustainability orientation.

This is a conceptual paper entitled – " Gen-Next Issues and Challenges involved in Managing Talen... more This is a conceptual paper entitled – " Gen-Next Issues and Challenges involved in Managing Talent in Non-Hierarchical Organizations. " Talent management is a strategic focus in any organization. Now-a-days Global organizations have been confronting with the multifaceted challenges & pressing issues on the talent management front as a consequence of structural transition. In order to meet the ever-growing demands of the customers and suppliers, organizations have to sustain a steady supply of people with right set of skills and competencies. Some of the future issues & challenges impacting the talent management in flatter and non-hierarchical organizations include-Retention of star performers, replacing growing number of retirees, ageing workforce, building high performing ,Cross-generational & Cross-cultural work-teams, intense cost pressure from emerging competitors, multiple demands of the customers, enhancing managerial capabilities, combating the talent-war with similar companies, strengthening leadership, enhancing the Quality of Work life (QWL) of the workforce and several others. The present paper analyzes the formidable challenges and issues involved in talent management with specific emphasis on companies with flat, non-hierarchical and non-bureaucratic structures. It also concisely discusses about the benefits derived of good talent management practices.

Gen-Y includes all those people born between 1976 and 2001(US Bureau of Labour Statistics). They ... more Gen-Y includes all those people born between 1976 and 2001(US Bureau of Labour Statistics). They are called by different names such as millennials, Screenagers, echo boomers, tech savvy generation, Gen-next, boomerang generation and so on. There are around 2.5 billion millennials worldwide (Christial Kurz, Research & Insight, Viacom International Media Networks, November 2012) some of whom are employed, while others are still pursuing their education. Millennial population constitutes majority of the global labour pool of 3 billion workers (Torres, Raymond (ed.) 2013). The U.S. Bureau of Labor Statistics predicts that by 2030, hyper-connected, tech savvy millennial generation will make up almost 75% of the global workforce. This new generation is highly tech literate and accustomed to electronic and mobile gadgets like-smart phones, personal computers, tablets, laptops and other forms of digital technology. Screenagers are multi-taskers, highly competent and updated. They seek-collaborative and flexible learning environments, instant recognition and performance feedback, transparency and quick communication. Since most of Gen-X workforce is likely to retire from their positions in the next ten years, there is an immediate call for business enterprises to plan for succession, by preparing Gen-next to take over from their predecessors. But the average attention span of millennials is just 8 seconds; which is much shorter compared to the older generations. Besides Gen-Y people get fidgety and restless with obsolete enterprise learning and developmental strategies. It is indeed a great challenge for Organizations to develop learner-centric, proactive developmental strategies to satiate and sustain the interest of the Gen next' and to enrich their learning experience. This empirical paper discusses about opinion of millennials about the effectiveness of Electronic & Mobile Technology based Learning and Developmental strategies in enticing, engaging and enriching their learning experience. A sample size of 110 respondents (Millennials) employed in IT industry, Bangalore were surveyed to elicit responses pertaining to the context of research.

Innovative entrepreneurship has become a trend in this digital era as the Governments of nations ... more Innovative entrepreneurship has become a trend in this digital era as the Governments of nations are creating a conducive and supportive business environment. Many First Generation Entrepreneurs are developing innovative business models which have been well accepted and acknowledged by the society. However, In 2010 it was estimated that although there were around 18.8 to 22.6 million First Generation Entrepreneurs (FGEs) in India, increasing at an annual rate of 4% per annum, gradually their number is receding as years pass by. This is due to the bottlenecks in the system which has led to the decline in the growth rate of FGEs. Some of them include factors like- Lack of encouragement and support from family and friends, Lack of incubation support, unfavourable policy framework, stringent regulations, and constrained access to finance, lack of technical support, poor infrastructure, procedural delays, corruption and several other issues. Hence, This paper makes an attempt to explore and examine the issues and challenges associated with innovative and dynamic First Generation Entrepreneurship.. It provides a comprehensive view of the challenges confronted by twenty six innovative and dynamic First Generation Entrepreneurs belonging to diverse business fields. A combination of Focus Group Discussion and Survey technique were adopted to gather data. Interview schedule and questionnaire were used as research instruments for data collection. One way ANOVA test was conducted to test the hypotheses formulated for the purpose of research. Based on findings of the research, appropriate interventions are suggested to bolster the growth First Generation Entrepreneurs in India.