IIM Indore seeks to be a contextually-relevant business school with world-class academic standards that develops socially-conscious managers, leaders and entrepreneurs. IIM Indore is committed to: Excellence in management education, research, and training, Use of contemporary participant-centric pedagogies and teaching methods, A presence in emerging segments of management education.

IIM Indore

Despite the rising importance of globalisation in the marketing field, researchers have given little attention to how it might affect brand name preference for a new product. This article examines the impact of brand globalness (global versus local brand) on consumer evaluation of new product branding strategies (new brand versus extended brand). Using an experimental approach, two analyses are performed for both functional and prestige products in the Indian context. The results show that consumers have a favourable attitude and purchase intention for global brands with extended brand name. For local brands, new brand names and extended brand names are preferred if the product categories are functional and prestige, respectively. The research further reveals that product category does not have a significant effect on consumer evaluation of branding strategy for global brand. The research not only contributes to the extant literature, but also provides managerial implications by emphasising that marketers must consider brand globalness and product category before selecting brand name for the new product.

World University root node

Marketing

Organizational Behaviour and HRM

Journal of Brand Management

Role of brand globalness in consumer evaluation of new product branding strategy

The study investigates the linkage of perceived external prestige with emotional exhaustion and turnover intention. On the basis of a sample of 484 medical sales employees, the present study found support for the assertion that employees’ perception about the external prestige of their organization is negatively related to both emotional exhaustion and turnover intention. The finding indicated a partial mediation effect of organizational identification on the relationship between perceived external prestige and turnover intention. However, there was a complete mediation effect of organizational identification on the relationship between perceived external prestige and emotional exhaustion. The study argues that organizations need to focus their external prestige toward their employees. The study adds to the existing literature by explaining the path in which perceived external prestige influences employees’ emotional exhaustion and turnover intention.

Corporate Reputation Review

Perceived external prestige and employee outcomes: Mediation effect of organizational identification

The present research explores the relationship of emotional labor strategies (i.e., surface and deep acting) with emotional exhaustion, organizational commitment, and turnover intentions among employees in the hospitality industry in India. Data were collected from 204 frontline hotel employees representing different departments. The results of the study demonstrate that surface acting is positively related with emotional exhaustion and turnover intentions and negatively related to affective organizational commitment. Moreover, deep acting was observed to have a negative influence on emotional exhaustion. The findings of the study indicate that frequent use of surface acting may have detrimental consequences for employees as well as for the organization. Managerial implications of the study are discussed.

Journal of Human Resources in Hospitality and Tourism

Effect of Emotional Labor on Emotional Exhaustion and Work Attitudes among Hospitality Employees in India

The study investigates the relationship between prior job experience and current academic performance among management students in India. It further explores the impact of individual and situational factors on the above relationship. Based on a longitudinal study spanning over nine months in the academic year 2010–11 among a sample of 324 management students, the study found a positive relationship between prior job experience and current academic performance. Among individual factors, conscientiousness, openness to experience, and agreeableness, and among situational factors, perceived organizational support, were expected to moderate the relationship. Apart from openness to experience and agreeableness, other variables were found to strengthen the relationship between prior job experience and current academic performance. The study argues that in addition to prior job experience, individual and situational factors are important for the current academic performance in management education. Implications of the study for theory and practice are discussed.

Studies in Higher Education

Moderation effects of personality and organizational support on the relationship between prior job experience and academic performance of management students

The study investigates the relationship of organizational factors such as perceived external prestige and perceived organizational support on well-being and turnover intention. Based on a sample of 484 medical sales representatives, the present study found support for the assertion that employees’ perception about the external prestige of their organization and support from the organization is positively related to well-being. The finding indicated a partial mediation effect of well-being on the relationship between both the organizational factors and turnover intention. The study argues that organizations need to focus their attention on employee well-being. The study adds to the existing literature by explaining the path in which the organizational factors influences employee turnover intention.

Nepalese Academy of Management

Employee well-Being: Exploring the antecedents and consequences in organizational context

With increased globalization, multinational enterprises (MNEs) have become pervasive in emerging economies such as India. Given that employee performance is multidimensional and culture-bound, the management of performance in MNEs is very critical for the successful implementation of their business strategy. We focus on promotions and incentives as they are considered the two crucial aspects of any performance management system. Based on a multisource, temporal study spanning over 19 months, we tested the interaction effect of promotion and annual incentive on employee outcomes. We conducted interviews of 15 senior officers in phase 2 to understand the inconsistencies in our findings. The contribution of the study to industry and academia are discussed.

Human Resource Management

Unintended consequences of promotions: Importance of annual incentives for performance management systems

Based on a study of 523 medical sales representatives, the present study investigates the relationships among employees' perception about organizational image, organizational support, and the way they perform their emotional labor during customer interaction. As predicted, the study found support for a positive relationship of both perceived organizational support and perceived external prestige with the way in which employees perform emotional labor. The study further found the importance of perceived external prestige of the organization in influencing the relationship between perceived organizational support and emotional labor. Implications of the study to practitioners and researchers were discussed. Copyright extcopyright 2011 by Emerald Group Publishing Limited.

What Have We Learned? Ten Years On Research on Emotion in Organizations

Chapter 4 Sales Employee's Emotional Labor: A Question of Image or Support

With the increasing importance of customer service in sustaining competitive advantage, one of the challenges before the organizations is how to motivate their employees to perform desired emotional labor during customer interactions. The present study examines the linkage between perceived external prestige and emotional labor strategies among the pharmaceutical representatives in India. Drawing from the social comparison theory and social identity theory, the study shows that perceived external prestige influences employees’ emotional labor strategies directly as well as through organizational identification. Contributions of the study to theory and to human resource management practices are discussed.

Journal of World Business

Linkage between perceived external prestige and emotional labor: Mediation effect of organizational identification among pharmaceutical representatives in India

National Rural Employment Guarantee Act (2005), later renamed as Mahatma Gandhi National Rural Employment Guarantee Act (MGNREGA) is one of the most significant interventions of the Government in post-Independent India. Aiming at addressing the principal causes of hunger and starvation in rural areas, the Act ensures to the poor that they can expect to earn a living wage, without loss of their dignity, and demand work as their right. In addition to the immediate impact in terms of poverty reduction, the program has the potential to lead the economy in labor intensive growth path through the creation of assets. However, the positive achievements of the intervention have been lost in the noise of critical reports and anti-MGNREGA propaganda. The productive value of MGNREGA work has been criticized as a futile attempt &ldquo;to play with mud, to create road that goes from nowhere to nowhere, to dig ditches that will be wasted away in the next monsoon&rdquo;. The objective of the present study is to take a more informed look at the MGNREGA to assess the effectiveness of the assets created in three districts of Madhya Pradesh.

Indore Management Journal

Asset creation under MGNREGA: a study in three districts of Madhya Pradesh

The present study is based on the data from two Multinational Corporations (MNCs) located in the state of Gujarat in India. The study explores the influence of organizational image and organizational practices on the voice and neglect behavior of shop-floor employees. The study found that irrespective of attractive organizational image, weak organizational practices induce voice behavior among the employees as they hope that organizational practices will improve overtime. However, employees shift to neglect behavior when they lose the trust in the management. Implications of the study for academia and industry were discussed.

Voice or neglect: Understanding employee behavior in two multinational corporations

The key for the future of any country and any institution is the capability to develop, retain and attract the best talent. Women make up one half of the world's human capital. Empowering and educating girls and women and leveraging their talent and leadership fully in the global economy, politics and society are thus fundamental elements of succeeding and prospering in an ever more competitive world. In particular, with talent shortages projected to become more severe in much of the developed and developing world, maximizing access to female talent is a strategic imperative for business. The World Economic Forum has been among the institutions at the forefront of engaging leaders to close global gender gaps as a key element of our mission to improve the state of the world. Through the Global Gender Gap Report series, the World Economic Forum has been quantifying the magnitude of gender-based disparities and tracking their progress over time. By providing a comprehensive framework for benchmarking global gender gaps, the Report reveals those countries that are role models in dividing their resources equitably between women and men, regardless of the overall level of those resources. In 2008, based on the findings of the Report, we launched the Global Gender Parity Group, a multi-stakeholder community of highly influential leaders—50% women and 50% men— that have together committed to strategies to improve the use of female talent. In March 2012, based on the work of this group and to complement the gap analysis in the Report, we released an online repository of information on company best practices that can help close economic participation gaps. Over the course of this year, using the data from the Report to provide the context, we also launched three pilot Gender Parity Taskforces in Mexico, Turkey and Japan to foster public-private collaboration on closing the economic participation gender gap by up to 10% in each country. Outside of the World Economic Forum, the Report is used widely by numerous universities, schools, researchers, media entities, businesses, governments and individuals as a tool for their work. We would like to express our deep appreciation to Ricardo Hausmann, Director, Center for International Development, Harvard University, USA; Laura D. Tyson, S.K. and Angela Chan Professor of Global Management, Haas School of Business, University of California, Berkeley, USA; and Saadia Zahidi, Senior Director and Yasmina Bekhouche, Project Manager, World Economic Forum, for their invaluable contributions to this Report. We would also like to thank Annabel Guinault, Charlotte Harding and Silvia Magnoni for their support of this project at the World Economic Forum. Finally, we are grateful to the Community Partners of the Women Leaders and Gender Parity Programme for their unflagging support and commitment to closing gender gaps. We are proud of the initiatives undertaken at the World Economic Forum and elsewhere on the basis of this Report since its first publication in 2006. It is our hope that this latest edition will continue to inspire further research, policy changes and new projects by business, governments, civil society and universities and serve as a call to action to transform the pace of change on an issue that is fundamental to the growth and stability of the global economy and society.

Asset creation under MGNREGA in three districts of Madhya Pradesh

Based on a study of 523 medical sales representatives, the present study investigates the relationships among employees' perception about organizational image, organizational support, and the way they perform their emotional labor during customer interaction. As predicted, the study found support for a positive relationship of both perceived organizational support and perceived external prestige with the way in which employees perform emotional labor. The study further found the importance of perceived external prestige of the organization in influencing the relationship between perceived organizational support and emotional labor. Implications of the study to practitioners and researchers were discussed.

What Have We Learned? Ten Years On

Chapter 4 Sales Employee's Emotional Labor: A Question of Image or Support

The study explores the antecedent and consequences of sales employees' authenticity of emotional expression during customer interactions. Based on a survey of 468 medical sales representatives (MSRs) in India, the study found a significant effect of authenticity of emotional expression on employees' well-being and turnover intention. Organizational identification was found to be an antecedent of authenticity of emotional expression. The mediation effect of authenticity of emotional expression in explaining the relationship between organizational identification and well-being was supported. However, contrary to the hypothesis, the study found no mediation effect of authenticity of emotional expression on the relationship between organizational identification and turnover intention. The study addresses an important yet neglected issue: how authenticity might meaningfully contribute to the advancement of theory and practice in business. Copyright © 2011 by Emerald Group Publishing Limited.

Scopus

Exploring the antecedent and consequences of authenticity of emotional expression

Influencing customers' perception of service quality through service interaction is becoming imperative for organizations to sustain competitive advantage. As a result, the critical challenge before many organizations is to retain employees in service occupations and promote their well-being. This study examined the relationship of organizational identification and emotional dissonance with turnover intention and well-being among a sample of 468 medical representatives in the Indian pharmaceutical industry. Drawing from the conservation of resource theory, this study shows that apart from its direct effect, emotional dissonance has a mediating effect on the relationship of organizational identification with turnover intention and emotional well-being. Contributions of this study to the theory and practice of human resource management (HRM) are discussed. © 2010 Wiley Periodicals, Inc.

Linking emotional dissonance and organizational identification to turnover intention and emotional well‐being: A study of medical representatives in India

The dominance of customer over the production/service employee, and as a result of this, increasing use of emotional labor in the workplace furthers the need to understand what emotional labor is. In this regard, the present paper reviews the literature to explain the concept ‘emotional labor’. In explaining emotional labor and its nomological network, the paper discusses the factors that affect and are affected by it. This paper contributes to the existing literature by assimilating different works done in this domain and providing a comprehensive understanding of emotional labor. This paper focuses on some of the critical issues, about which, the existing literature on emotional labor is silent and thus, providing a platform for further research.

What Emotional Labor is: A Review of Literature

In service interactions the management of service employees’ emotion through emotional labor has gained prominence and is becoming an active method to affect consumers’ behavior. Several researches have indicated that self-concept of consumers affect their buying behavior. However there is not much research to explore the effect of emotional labor of the service employees on the self-concept of consumers. Based on literature, I have explored how emotional labor of the service employees influences the self-concept of consumers.