NICE Journal of Business
(ISSN: 0973-449X)
Shobhit Meerut

From the Editor’s Desk

I am delighted to place before you this issue of NICE Journal of Business. The journal provides an outlet for research and scholarship on business-related themes and topics. Each issue of the journal brings to you the latest and authoritative insights into the dynamic and fascinating world of business.

This issue contains research papers on topics of current interest in business and management. There are seven research papers, one case study and three book-reviews, reflecting diverse interests in the vast field of business. These pertain to customer-based retailer brand-equity, usage model of emojis in social media marketing, small-size premia in stock market, doctors’ perception of and TOC in hospitals’ performance, influence of green-marketing practices on firms’ competitive advantage, corporate frauds and auditors’ responsibility; and managerial hierarchy and ethical practices.

In the opening paper, Dr. Rashmi and Dr. Hamendra Dangi make a demographic-based and retail format-based comparison for customer-based retailer brand equity and its drivers and outcomes. They analyse the equity index for hypermarket and supermarket stores and arrive at interesting conclusions.

With the explosion of social media usage, emojis have become a trending topic in digital marketing research. Megha Sharma and Prof. R. C. Dangwal develop the usage model of emoji in social media marketing, which has been tested on a sample of 360 respondents, chosen from the town of Srinagar, Uttarakhand. Their study has revealed that five factors, namely, entertaining, humorous, personalised, easy to understand and convincing, constitute an effective usage model of emojis in social media marketing.

The study by Prof. Hardeep Chahal and Fayza Chowdhary attempts to measure the doctors’ perception of the Theory of Constraints in enhancing the hospitals’ performance by managing its major constraints. Qualitative methodology is used to collect data from the doctors from a city hospital. The authors identified waiting line as a problem and shortage of human resources as a constraint, that impact service quality and performance of the hospital.

Savita Aggarwal and Prof. Ramesh Chander attempt to explore the prevalence of small-size value premia in the Indian stock market during the study period, April 2005 - March 2018. Curiously, the study outcomes reported in this paper have failed to document pervasiveness of the said value premia. However, some instances of the prevalence of value premia could not be ruled out at the bottom of the small-cap universe.

In the present competitive business environment, companies have realized the significance of green marketing as a tool for gaining competitive advantage. Mohd. Amir and Atul Dhyani examine the influence of green marketing-mix practices adopted by selected food and beverage companies on their competitive advantage. Their study reveals that the food and beverage companies have got the desired benefits by adopting green-marketing practices.

Dr. T. S. Tomar investigates the ethical behavioural practices of the employees of a large public-sector manufacturing company. He observes that the ethical practices and managerial hierarchy of employees are significantly correlated. The conclusions of the study are likely to improve the ethical attitude of employees working in Indian ¬PSUs.

In an incisive paper, Dr. Sanjeev Gupta examines the concept and types of corporate frauds and surveys the major corporate frauds committed in India in recent years. The findings are not only interesting but useful for the policy-makers and regulatory bodies.

Lastly, Dr. Shreshtha Dabral and Dr. Sameer Pingle present a case study, ‘Ankur’s Dilemma: An Indian Expatriate in Denmark’, which revolves around the dilemma faced by a young engineer in a multinational company which is in the process of expanding globally. He faces challenges in adjusting himself with the new culture and company policies. He faces problem while working with a cross-cultural team, and having a Danish boss. Dissatisfied with the biased performance-appraisal, he is contemplating on taking a lower position at Hyderabad or becoming an expatriate in a neighboring country.

The section on book-reviews contains three items, all written by experts in the relevant field. The books reviewed pertain to important areas of business, namely, behavioural research, business ethics, and demonitisation in India.

I place on record my gratitude to the eminent scholars and expert book-reviewers, for their valuable contribution.

Many experts devoted their time and talent in reviewing the papers by making critical comments and suggestions for improving their quality. I am indebted to all of them.

I express my deep sense of gratitude to Dr. Shobhit Kumar, Chairman, NICE Society; Kunwar Shekhar Vijendra, Chancellor, and Prof. Amar P. Garg, Vice-Chancellor, of Shobhit University, Meerut, for their support to this academic endeavour intended to promote, preserve and disemminate business research. In fact, the journal was the brain-child of Kunwar Shekhar ji, when it was launched in early 2006. Since its inception, he has taken keen interest in it.

D.P.S. VERMA
Editor