Dear Readers,

Itihas- The journal of Indian Management is successfully set a benchmark for quality research in the field of Marketing, Finance and Management. It is double blind peer reviewed journal and This journal is an excellent forum for intra - disciplinary and interdisciplinary study of various aspects of Marketing, Finance and Management and act as an intellectually stimulating platform for academicians, consultants, researchers, and business practitioners to share and promulgate their research work. The aim of the Journal is to provide a scholastic platform to professionals, researchers and academicians associated with the field of Management all over the world in which research in alternative paradigms for Management could be presented and debated. It also aims to promote interdisciplinary studies over the issues of theoretical, practical, and historical importance in dealing with problems in Management, and disseminate papers that have practical implications for public policy, business policy, or individual decision making. Know the journal is associated with a leading global network called Global Association for Continuum of Business Management (GACBM).

The unprecedented move of demonetization by PM Modi to fulfill his vision for cash less and corruption free India has sparked new interest in Bitcoin due to the shortage of supply of cash and lack of liquidity. This study focuses to examine the relevance of abnormal return and volatility of Bitcoins and the most significant economic event of demonetization in India in 2016. The paper “Is Bitcoin gaining cash during cashless times in India? An Event study approach” provides insights to economist and experts in the field of crypto currencies to assess the impact of economic events like demonetization on crypto currencies.

Emerging exchange rate volatility and the uncertainty in exchange rate markets have become issue of concern for all countries, but these issues are intractable substantially for developing countries. The paper “An assessment of relationship between exchange rate volatility and macro-economic variables: A VECM approach”analyzed the relationship between exchange rate and gross domestic product, external debt, foreign exchange reserve, interest rate, money supply in India covering the period 2008-2018. This study utilized time-series Vector Error Correction Model approach of unit root test, co-integration test, residual test and granger casualty test.

Today business culture has turn into hostile, competent and rapidly changing environment where survival of the fittest is no more a requirement rather an indispensable aspect which has become as inevitable as breathing. It has become essentially crucial to survive and succeed in this brisk evolution in business world where managing time has become utmost important. The paper “Delivering High Performance in Business Organizations by Incorporating the Art of Time Management” studied in an additional category of how time management varies in different cultures thus affecting business globally.

There are number of ways to boost employee productivity. A high- quality catering can improve employee engagement in any organization. People in a company are engrossed in their work, they hardly get any time to talk to each other and as company flourishes it becomes even more difficult for employees to get together.The article “Catered Meals and Employee Productivity”discussed the availability of catered meals at a workplace and the impact of it on employee’s performance and productivity.

‘Swami Vivekananda’ in his book ‘Karma Yoga’ said that the word ‘Karma’ has been derived from the Sanskrit root known as ‘Kri’ means ‘To-do’; all actions which perform within the universe is ‘Karma’. The term ‘Karma-Yoga’ has been borrowed from the holistic book popularly known as ‘Srimad Bhagavad Gita’ which has focused on the philosophy to act without any apprehension for the out-coming of the action performed (Nishkam Karma -Yoga).The paper “Karma Yoga: Vision from Indian Wisdom on Todays’ Business Problem of Job Attitudes” noted several facts from various secondary sources of research papers and articles focused on ‘Karma-Yoga’ which have explored much about the transcendental philosophy of work that frees us from the unscrupulous action within the workplace.

Digital marketing is an umbrella term for all of the online marketing efforts i.e. marketing of products or services using digital channels to reach consumers. Digital marketing extends beyond internet marketing to include channels that do not require the use of the internet. The paper “Content Marketing and Website Efficiency of Mallow Technologies Private Limited”analyzed the online presence of various IT firms. Three companies from IT sector are chosen randomly and their website is compared with that of the Mallow’s product-Codekalam.

Tourism has become a major sector of economic activity worldwide, covering a broad range of enterprises, areas and stakeholders. It is one of the largest and fastest growing industries in the world. Tourism thus can go a long way in changing the fortunes of the country which is always reeling under the problem of unemployment and fiscal deficit. The paper “Tourism in North East India’s State of Tripura: Paradise Unexplored”studied the Statistics of Indian Tourism and also collected filled up questionnaire from 92 tourists of Tripura to examined the present position of Tripura as compared to different states of India and perception of tourist about the potentialities of tourism in Tripura.

Rural women tend to buy goods as their urban counterparts do for their consumption. The awareness of rural women has also increased to a greater extent. The advertisement plays a vital role in enhancing the awareness level of rural women consumers to understand the products available in the market, their prices, their features, etc. The tastes and preferences of rural women are influenced by the advertisement. The paper “Impact of The Advertisement on the Buying Behavior of Rural Women Towards Health Drinks” analyzed the impact of advertisement on the buying behavior of rural women.

The customer’s tastes and reference for products and services are significantly influenced by their personality. Whether going for a movie or buying a bike or FMCG product etc branding is crucial. But he branding can be done based on gender, geographical location based, age based etc. The paper “A Study on Relationship between Students Personality and Brand Personality” studied, branding using personality is discussed.

Social Responsibility has its roots in Indian context. Corporate Social Responsibility (CSR) isa term describing a company’s obligation to be accountable to all of its stakeholders in all itsoperations and activities. The Companies Act, 1956 is replaced with The Companies Act, 2013 and Corporate Social Responsibility (CSR) has been made mandatory for a particularclass of companies. There has to be an all-inclusive growth of the society with the growth of the companies. The paper “A Study on Corporate Social Responsibility in India” focused on CSR practicesfollowed by different companies also have been studied to understand the issues andchallenges ahead. Further this paper tries to analyze the CSR status in India, this can give aninsight to what extent companies can follow the CSR.


Prof. Neelakantam Tatikonda


ITIHAS - The Journal of Indian Management