Transformation of Business and

Economy in Digital Era

Editors
Prof. (Dr.) Mahima Birla | Dr. Pushpkant Shakdwipee | Dr. Pallavi Mehta
Prof. (Dr.) Dipin Mathur | Dr. Ashish Adholiya
Transformation of Business and
Economy in Digital Era

Editors
Prof. (Dr.) Mahima Birla
Dr. Pushpkant Shakdwipee
Dr. Pallavi Mehta
Prof. (Dr.) Dipin Mathur
Dr. Ashish Adholiya

Faculty of Management
Pacic Academy of Higher Education and Research University
Pacic Hills, Pratap Nagar Extn., Airport Road, Udaipur - 313003 (Raj.)
Website : [Link][Link]
Copyright © 2019 by Pacific Academy of Higher Education and Research
University, Udaipur

Disclaimer
The contents of the book comprise research papers contributed by the respective
authors. The publishers do not undertake any responsibility with respect to the
contents, coherence, presentation and findings given by the contributors. Yet, the
publishers have endeavored to fine tune the overall layout of the research papers
with editing of major lapses found in the language, if any.

ISBN No. : 978-81-930017-5-2

Office :
FACULTY OF MANAGEMENT
Pacific Academy of Higher Education and Research University
Pacific Hills, Pratap Nagar Extn., Airport Road, Udaipur - 313003 (Raj.)
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Preface
In the present era of fourth industrial revolution, there isn't a single organization,
economic thinker, policy-maker and more, not concerned with digitalization and
its impact, this is fairly so, because digital transformation goes far beyond
technology. It's disrupting existing business models and changing our daily lives
in ways unimaginablea decade or two [Link] from big data to cloud
and from the IoT to AI are helping entrepreneurs to develop new business
models and disrupt the established way of running operations. These
technologies are not just the newest buzzwords, there are tangible value coming
from these technologies in terms of improving product optimization, increasing
production output, and addressing operational efficiency challenges.

According to a recent survey conducted by Grant Thornton, more than two-

thirds i.e. 69 percent of CFOs and senior financial executives are planning to
increase their investment in technologies that speed business change, and four in
ten plan an increase of more than 10 percent in the next 12 months. Just under half
are of the opinion that their companies' digital-transformation investments are
meant to help them overtake their competitor through [Link]
entrepreneurs make the fault of thinking of digital transformation as a discrete
project. But, true transformation is a journey, not a destination. Digital
transformation remains a dicey concept that involves the delivery of value to the
business and its customers in new and perhaps unforeseen ways.

Technology and digitalization are allowing business entities to advance towards

information-based value-addition [Link] this, creating an industrial-
scale, high-speed broadband infrastructureis pertinent. But investing in people's
digital skills is also likewiseimperative. For example, South Korea, the world's
most innovative economy, has afar-fetchedconcentration of infrastructure, while
the local government is making a strenuous effort to improve the digital skills of
the country's [Link] another country is Finland, one in two Finnish
companies uses cloud services. Finland aims to lead in AI, while the government
allocated 400 million Euros to support digital projects run by the country's local
authorities. Israel is yet another great e-government case. Approximately 275
million dollars is invested into digitizing the citizens' personal health records to
help develop new medicines.

Another example can be of China. It is becoming the world's latest economic

superpower, changing the tag of "Made in China" from the perception of cheap,
low-quality electronics towards a world leader in revolutionary technology. To
achieve this, artificial intelligence (AI) in China is getting big, on a near
unimaginable scale. Alibaba, the world's largest e-commerce marketplace with
248 billion US-dollars in transactions, is using AI to control cities via cloud based
system where data about a city and its citizens is stored and processed through AI
algorithms. The picture can be scary or undesired, but it is the reality.

A genuine digital transformation project involves basically rethinking business

models and processes, rather than triing with or enhancing traditional methods.
Digitalization is not, as is usually recommended, simply the implementation of
more technology systems and services. Digital transformation should create
something new that might be an enhancement to customer experience, reshufe
the supply chain, or using insights from data to offer novel products.

This creative requirement remains a tough task for business leaders. Most
organizations do not have a major problem generating new ideas, but many firms
fail when it comes to implementing fresh business models or turning good ideas
into organizational objectives. Digital transformation might be where companies
want to be, but that doesn't mean IT leaders can make a mistake of forgo their
existing infrastructure investments. Gartner says 90 per cent of current
applications will still be in use by 2023.

Thus, Digital Transformation is something that many executives in traditional

firms are still stressed to get their heads around. While startups ourish though
their new ways of working, their innovative use of data, and their integrated
approach to advanced technologies, too many traditional organizations both in
the private and public sectors are still trapped in legacy mode. These enterprises
are fixated on policy and process, rather than information and insight. Such slow-
moving firms are getting left behind. Thus, complex legacy technology is the
chief barrier to digital transformation. According to the Logicalis Global CIO
Survey, 51 percent of entrepreneurs plan to adapt or replace existing
infrastructure as a means of accelerating digital transformation. It is encouraging
IT leaders to recognize the replacement of legacy systems with modern, cloud-
based systems. This process of replacement is the foundation for business
change, rather than the actual process of digital transformation. So, the form of
digital transformation continues to evolve, although the process of defining
digitalization remains complex. The one thing we can be sure of is that in
whatever form it takes is here to stay, which means CEOs and the rest of the
senior team must work towards building a sustainable business strategy. In this
book we have put together some of the research papers and articles revolving
across the role of digital transformation and organizational change in reshaping
the business and economy. The papers included discuss the idea about
innovation in the field of digital technologies and their implication advantages
and potential consequences. I hope the readers will enjoy reading the book and
find it a worthy compilation in the area of digital technologies.

Prof. (Dr.) Mahima Birla

Editors' Desk
The term digitalization is always associated with the engine of growth and
development and India is not exception to it..India has about 46 million internet
users and this number is expected to increase by 7 to 8 percent. Italso represents a
growth economy that offers a large market potential for global players. The
digital economy, which is also referred to as the digital revolution is expected to
generate new opportunities for market growth and jobs. In the next coming
decade it is also expected that the digital revolution will create many
opportunities for businesses and the market place of a business would be in our
hand in form of mobile and other gazettes.

The vision of digital India is now turning into a driver of growth through digital
economy. With an intention of to connect the rural areas with high speed internet
and to improve digital literacy .Digital this Program was taken into action. The
vision of a digital India is also to bring about inclusive growth in the areas of
manufacturing, electronic services, and job opportunities. The main areas that
have experienced a positive impact and ensured the growth of the digital
economy in India were the digital empowerment of citizen with the usage of
digital infrastructure, digital payment,electronic banking, Electronicgovernance,
improved taxation systemand electronic filling of returns etc.
Many sectors, such as health care and education are benefiting from being linked
to the rising digital economy. Products in the form of applications and other
digital platforms such as UPI-integration are making it easier for people to
transfer money.

It is also notable thatIndia is one of the largest and fastest-growing markets for
digital consumers, with 560 million internet subscribers in 2018. Indian mobile
data users consume 8.3 gigabits (GB) of data each month on average, compared
with 5.5 GB for mobile users in China. Indians have 1.2 billion mobile phone
subscriptions and downloaded more than 12 billion apps in 2018. As per the
study newlydigitizing sectors, comprising agriculture, education, energy,
financial services, healthcare, logistics and retail, as well as government services
and labour markets, could each create $10 billion to $150 billion of incremental
economic value in 2025 as digital applications in these sectors help raise output,
save costs and time, reduce fraud, and improve matching of demand and supply.
At this pace the digital economy could create 60 million to 65 million jobs by 2025,
in varied functional skills in digitalization. New digital ecosystems are already
visible, reshaping consumer-producer interactions in varied sectors of the
economy. All participants and beneficiaries will need to respond effectively if
India is to achieve its digital potential.

With an attempt to explore and put forward the recent trends and innovations in
the emerging field of digitalization , Faculty of Management ,Pacific University
has made an effort to comprise the selected research papers and articles through
an edited book. The book is an academic outputof thecontribution made by the
participants in the 11th International conference on transformation of business
economy and society in digital era organized by the university. The book
included seventeen research papers and articlescovering diversified areas of
business, economy, commerce and management. The editorial team genuinely
acknowledges and recognize the contributors, Monika Raghuvansh, Ruma
Bhadauria, Chintan A. Shah, Hitesh Parmar, Disha Mathur, Dipin Mathur,
Harvinder Soni, Vinita Verma, Ashish Adholiya, Shilpa Adholiya, Arjoo
Bakliwal, Rahul Vyas, Purnendu Bagchi, Yashwant Singh Rawal, Chandresh
Kumar Chhatlani, Joshua Gisemba Okemwa, Asha Galundia, Ashish Dwivedi,
Pragya Dheer, Nidhi Nalwaya, Khushbu Agarwal, Rakesh Dani, Yashwant
Singh Rawal, Vasudha Sharma, Vineet Chouhan, Shubham Goswami, Nikhilesh
Sharma, Subhash Sharma, Sushman Sharma, Alka Swami, Pallavi Mehta for their
effort in sharing their intellect for the sake of academics. We sincerely hope that
the readers will find these contributions worthwhile and thought-provoking.

Editors
Forward
In the ensuing era of intelligent technologies & smart societies driven by digital
science & artificial intelligence, this Book entitled Future Jobs and Curricula For
Intelligent Technologies and Smart Societies would help to envision new vistas of
emergent digital technologies, driven by artificial intelligence (AI) and other
transformative potentials of the Fourth Industrial Revolution (4IR). They are
likely to bring a sea change in the industry, trade and commerce as well as in
societal and cultural set-ups, across the globe including the formal job roles
across all domains. The job roles are poised for such a total change that the
technology company Dell has indicated that almost 85% of the jobs that will exist
by 2030, haven't been invented or envisioned yet. So, it is tough time to anticipate
the future job titles, descriptions profiles and skills to be required and the
technologies likely to unfold with the techno-structural changes.

The Fourth Industrial Revolution being driven by the Internet of Things (IoT),
Industrial Internet of Things (IIoT) and (im) perfect blend of the physical and
digital disciplines is poised to fundamentally alter the way we live, work, and
relate to one another. This ensuing revolution is literally disrupting every
business as well as reorienting and differently-integrating every business to
experience ever newer challenges. Indeed, Artificial Intelligence, Robotics,
Machine Learning, IoT, IIoT, Autonomous Cars, Advancements in Biotech and
Genomics will all have undeniable impact on job scenarios across the world with
most heavy disruptive impact upon a country like India, home to a fifth of global
youth. As per the world Economic Forum report on 4IR, the casualties in
Administration, Office, Manufacturing, Production and Construction activities5
will be of severe consequences. In hardware we have been import dependent for
super computers of mere 1-2 petaop processing speeds. Chinese universities are
already at the commanding heights in supercomputing of and endeavoring to
develop triple digit teraops. Now, they are even working to develop the
supercomputers of 4 digit teraops (1000 teraops) processing speeds. The
Chinese AI driven industries are now poised to thrive worldwide, while we are
yet to make any visible strides in AI driven Industry(ies).

Now when the manufacturing industries in the industrialised countries,

including china are transforming their operating procedures by implementing
ML and AI like technologies. India too has to acquire a respectable place in the
manufacturing and the sector has well digitalisedto so as to keep on collecting a
vast amount of information through sensors used in the production and other
units at the back-end, front-end and downstream value chain. Now, when today
IoT has been introduced into the manufacturing industry, most of the processes
are automated such as predictive maintenance, asset monitoring etc., we have to
take a cue from these rapid shifts in technology, and future jobs to customise
education, research and skilling for the same.

Since huge data is generated at every stage in industry, admin, market place,
social services etc., sector-analytics is necessary to collect valuable insights from
this data. These insights would assist organisations in critical decision making.
The most important role, machine learning plays in industry is anomaly
recognition, detecting anomaly can help in predicting the health of machinery,
wear & tear, replacing of parts throughput, safety procedures etc. ML is also
leveraging the supply and distribution in such industries by facilitating
forecasting of market demand, determine pace of manufacturing back-end and
front-end coordination, stock maintenance, safe transportation and optimising
price.

Self-driving vehicles are a new reality. Now, advanced intelligent technology,

artificial intelligence-powered (AI-powered) marketing tools —chatbots, content
curators, dynamic pricing models, etc.—are both, easy to access and afford, have
been creating opportunities for more businesses to reap the benefits in accessing
global markets via world-class analytics, even on a shoestring budget. According
to SAS, predictive analytics is “the use of data, statistical algorithms and machine
learning techniques to identify the likelihood of future outcomes based on
historical data. The goal is to go beyond knowing what has happened to
providing a best assessment of what will happen in the future.” These days in
modern industry, AI teams up with big data in order to provide metrics and
predictions that businesses can use to maximize efficiency and effectiveness
across nearly any component of operations. With respect to HR functions, AI can
be a useful disruptor in a wide variety of applications. A recent survey by IBM
found that half of Chief Human Resources Officers already recognize and
anticipate the technology's potential to completely reinvent critical HR
responsibilities, including operations, talent acquisition, and talent
development. Suffice it to say, AI is on the cusp of transforming many aspects of
HR to better equip it for a dynamic, ever-evolving workplace. Technologies like
machine learning and artificial intelligence have made it feasible. The
implementation of ML algorithms like predictive analysis direct these vehicles
on to find and move on correct and optimum route besides identifying the
malfunctioning if any in them. How Can Big Data Analytics Help Businesses
Realize Value? Businesses with an eye to the future realize that they want to
know more than just what happened in the past; they want to use their data to
predict the future. Predictive analysis makes current and historical data you
already have more valuable by helping you better understand relationships to
make more informed decisions.
The financial sector including the fintech companies have now been using the
latest AI and ML technology for variety of purposes viz. voice recognition,
pattern detection, predictive analysis, automated chatbots, recommendation
engines, etc., to streamline their work in an effective way. The predictive analysis
enables such companies to make a quick decision in critical situations and detect
frauds. A large number of banks have now been employing the ML algorithms
for fraud detection and prevention. They now regularly use them to estimate
risks associated with the loan accounts, fraudulent transaction identification and
so on. Indeed these algorithms detect the anomalies in customer transactions and
help in identifying and preventing frauds by recognising certain patterns. Simply
put, artificial intelligence is a broad-based label to technologies that leverage
algorithmic computing to transform vast amounts of data into actionable insight.
Such technologies have already become mainstays in modern society through
specific uses like Amazon Alexa, IBM Watson, and Google's Predictive Engine.
Companies and industries have such lofty expectations for AI, in fact, that total
expenditures in the technology are predicted to rise from $8 billion in 2016 to $47
billion in 2020.

On reviewing the relevance of ML alone, we find that various marketers and

other organizations use the ML. Big Data Analytics Helps the Businesses to
Realize Value. Businesses with an eye over the future in and the past can use their
data to predict the future. Predictive analysis makes current and historical data
you already have more valuable by helping you better understand relationships
to make more informed decisions to observe customer behaviour from their past
data. The data assisted insights from help in generating qualified leads and in
converting the prospects into the customers. Apart from the pattern, the voice
and text-based automated chatbots save manpower costs and assist customers
more aptly than human respondents by providing solutions to their queries. The
development of such intelligent bots was not possible without the ML. There are
4 banks in India which have already employed chatbots. If we have to develop all
such applications, ourselves in India, we have to evolve advanced Machine
Learning Courses and start piloting proactively in this digital ocean of AI and
allied areas. Critical capacities like voice and text recognition, pattern analysis
etc. have to be worked upon to offer reliable and end to end solutions.

In diagnostics and therapeutics, miraculous breakthroughs are becoming a

routine. The IBM has already invented supercomputer named Watson. Capable
for diagnosis, monitoring, drug discovery, imaging etc. It helps the doctor in to
early detect and cure dangerous diseases like cancer, tumour etc. This tool
processes millions of historical data pertaining to patient and research data from
the healthcare industry and provides effective results. Hence in the ensuing
decade we have to master the digital application. In this regard this book would
act as a torch bearer for the readers in this digital era.

Prof. Bhagwati Prakash Sharma

Vice Chancellor
INDEX
SOCIAL MEDIA PROLIFERATION IN NEW AGE MARKETING 1
Disha Mathur, Dipin Mathur

IMPACT OF DIGITAL TECHNOLOGY ON PERFORMANCE, QUALITY OF WORK 11

LIFE AND ORGANIZATIONAL COMMITMENT OF EMPLOYEES - A STUDY
OF JK CEMENT WORKS
Harvinder Soni, Vinita Verma

IMPACT OF DIGITAL LEARNING TOOLS ON THE STUDENTS' – 22

TEACHERS' AND STUDENTS' PERSPECTIVES
Ruma Bhadauria

DIGITAL MARKETING VERSUS SOCIO-DEMOGRAPHIC FACTORS FOR SMALL 31

BUSINESS HOUSES
Monika Raghuvanshi

ROLE OF ICT FOR WOMEN EMPOWERMENT IN UDAIPUR (RAJASTHAN) 37

Ashish Adholiya, Shilpa Adholiya

A STUDY ON APPLICATIONS OF INTERNET OF THINGS IN E-COMMERCE 44

Chandresh Kumar Chhatlani

STOCK MARKET ANAMOLIES: A CALENDAR EFFECT IN BSE SENSEX & NSE INDEXES 50
Chintan A. Shah, Hitesh Parmar

A PRAGMATIC STUDY ON ACQUISITION AND IMPLEMENTATION OF THE 60

INFORMATION AND COMMUNICATION TECHNOLOGY AND ITS IMPACT
ON ORGANISATIONAL PERFORMANCE IN STAR RATED HOTELS OF
INDORE AND BHOPAL
Arjoo Bakliwal, Rahul Vyas

ROLE OF TECHNOLOGY BASED TRAINING FOR THE EFFECTIVENESS OF 69

EMPLOYEES OF STAR HOTELS OF KOLKATA
Purnendu Bagchi, Yashwant Singh Rawal

IMPACT OF CELLULAR PHONE MEDIA ON TOURIST TO SELECT 86

RESTAURANT IN NAINITAL
Rakesh Dani, Yashwant Singh Rawal
DIGITAL TRANSFORMATION: IMPACT 96
ON RETAILING AND BANKING SECTOR
Vasudha Sharma

DIGITAL TRANSFORMATION OF HIGHER EDUCATION (HE) 104

Vineet Chouhan, Shubham Goswami

THE ROLE OF MOBILE APPLICATION IN BUSINESS TRANSFORMATION 111

Nikhilesh Sharma, Subhash Sharma

MOTHER & CHILD TRACKING INFORMATION SYSTEM: “E-MAMTA” 121

DIGITAL GUJARAT
Sushman Sharma

CHALLENGES POSED BY DIGITALIZATION AND BASIC HUMAN ASPIRATIONS 138

Alka Swami

INFLUENCING FACTORS ON PRIVATE LABEL BRAND - 148

TRANSFORMATION OF RETAIL SECTOR IN DIGITAL ERA
Bhavika. A. Thakkar, Anjali Panigrahi

DIGITAL PROGRESSION : THE FLAVOR OF TIME 161

Dr. Pallavi Mehta

DIGITAL TRANSACTIONS ADOPTION BY RURAL RETAILERS: AN EMPIRICAL 169

STUDY IN SOUTH RAJASTHAN
Nidhi Nalwaya, Khushbu Agarwal

THE FUTURE WITH A SINGLE SOURCE OF TRUTH ABOUT KENYANS 178

(INTEGRATED POPULATION REGISTRATION SYSTEM)
Joshua Gisemba Okemwa

DIGITAL ECONOMY: IMPACT AND CHALLENGES 185

Pragya Dheer

ROLE OF INFORMATION PROFESSIONALS IN DEVELOPMENT OF 195

INDUSTRIAL INFORMATION SYSTEM
Asha Galundia, Ashish Dwivedi
TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

SOCIAL MEDIA PROLIFERATION IN

NEW AGE MARKETING
Disha Mathur*
Dipin Mathur**

ABSTRACT

Social media marketing is a new-fangled marketing concept and businesses are seeking ways to create
value through this new media for their business. The introduction of Web 2.0 technology dramatically
changed the online users' behavior. Previously, websites were planned by site proprietors; guests could
just view the site content. Be that as it may, Web 2.0 innovation has empowered clients to advance and
upgrade the substance of sites and connect with different clients. However, Web 2.0 technology has
enabled users to enrich and enhance the contents of websites and interact with other users. Though
social media is relatively a new media, its popularity is increasing rapidly across the world. As the
number of people using social media including facebook, twitter and my space companies have
realized the importance of utilizing social media as an important tool to enhance their marketing
effectiveness and to improve their marketing activities. This paper discussed the concepts of social
media marketing and other aspects like the growth and benefits, role and relevance of social media in
marketing, social media marketing strategies for consumer engagement and involvement.

Keywords: Social Media, Marketing, Technology

Introduction
We are currently in technology era where the internet revolution is the buzz word. This weblog
revolution may be owed technology, but the major driving force behind online social interaction is the
human nature which constantly need to create and build online communities. From the very beginning
of computer networking the web has been a place for social interaction. That's why we call it social
media. Weblogs, social networks like Facebook, and microblogging platforms like Twitter is simply
technologies that foster communication, sharing, and collaboration. These social media tools fit into a
bucket of technologies sometimes called Web 2.0 (Barefoot and Szabo, 2010). Although online

* Assistant Professor, Sir Padampat Singhania University, Udaipur (Rajasthan)

** Director, Pacific Business School, Udaipur (Rajasthan)

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

interaction is just the same as ever, these profoundly arranged advances make huge, worldwide online
correspondence possible to anybody with an Internet connection. More significantly they add a
participatory component to online correspondences. Blogs and other social networks invite
participation. With the click of a button, they turn audiences into creators and strangers into friends.

Barefoot &Szabo (2010) have very interestingly presented the shift in the conversational web. While,
Web 1.0 was largely a “read-only” platform supporting Reading, Advertising, Lectures, Websites,
Professionals, Companies and Owning the new age social media gives us an enhanced experience
facilitating Writing, Word of mouth, Conversations, Web services, Amateurs, Communities, and
Sharing. Numerous web-based life channels exist for a range of categories. Well, known categories for
the content shared and disseminated online include photographs, content, recordings, reports,
documents, music, and events. Web based life channels make sharing this sort of data simple.

For instance, Flickr is the well-known channel for the photograph sharing, YouTube is the huge channel
for video sharing and Facebook is a definitive channel for social sharing. Be that as it may, many other
channels might be relatively new Google Docs is the most preferred for pool resourcing up on
documents, [Link] is perfect for posting occasion subtleties, and Delicious is a site for sharing
web bookmarks with companions and outsiders. The number and assortment of online life channels are
advancing quickly. A plethora of tools like stumble upon, Reddit, Picasa, Vimeoetc have emerged in the
last decade and a half.

Using social media channels to promote company and its products is social media marketing. Social
media marketing qualifies as a form of viral or word-of-mouth marketing. Viral marketing relies on
you telling your friends about the media, products, or services you love (or loath). One does not exist
in isolation, in the business world also we area part of a dynamic super system, wherein it is
essential for everybody to interact and exchange with other elements in order to sustain. If we are
not aware of how the rest of the world works and what opportunities await us in new frontiers it
would be difficult to make timely and right choices. Several research conclusions also indicate that it
is high time to try new marketing tactics. Particularly embracing social media marketing, which is
here to stay for an enduring time.

Benefits of Social Media Marketing

Zeckman for her report on “The True Impact of Social Media Marketing for Business” surveyed 3700
marketers to identify some of the key benefits of Social media marketing. Her report lists the top benefits as:

 Increased Exposure and Reach

 Increased Traffic
 Developed Loyal Fans
 Provided Marketplace Insight

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

 Generated Leads
 Improved Search Rankings
 Grown Business Partnerships
 Established Thought Leadership
 Improved Sales
 Reduced Marketing Expenses
 Promoting company branding and consciousness

Her report also listed the Top 3 Most Important Social Platforms for Marketers as Facebook, LinkedIn and
Twitter.

Role of Social Media in Marketing

Social Media (SM) can be defined as a group of Internet-based applications that exist on the Web 2.0
platform to enable Internet users from all over the world to interact, communicate, and share ideas,
content, thoughts, experiences, perspectives, information, and relationships (Briscoe,2009; Kaplan &
Haenlein, 2010; Scott, 2007; Xiang & Gretzel, 2010). Social networks (such as Facebook and MySpace),
online communities, microblogging tools (such as Twitter), photo sharing sites (such as Flickr and
Photobucket), social tagging (such as Digg), and video creating and sharing services (such as YouTube,
Oic, Seesmic, UStream) are examples of social media.

Postman (2008) explains that social media is the advanced type of Web-based application in which the
content is created and shared by the participants. Social media is a trend in marketing. Marketers are
beginning to realize the importance of social media as an inuential strategic tool to reach out to
customers. (Rafiee&Sarabdeen, 2013)

The Inuence of Social Networking Sites on Buying Behaviors of Millennial

Social media sites have become an important part of Millennials lives. According to the Pew Research
Center (2010), Millennials' are living their lives on the internet. Pate, Sharon S. and Adams, M. (2013) in
their work strongly supported that “Social media can be linked to a positive association providing
instrumental value that assists consumers in making decisions about what product to buy, when to buy,
and where to buy. With social media becoming a large portion of the promotion mix, it is important to
understand the motivation behind buying behaviors and if social media plays a role in inuencing those
behaviors.”

Social Media and Business Interdependence

 Customer Engagement

Social media has facilitated engagement marketing. Engagement marketing may be called as

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

"experiential marketing," where the companies directly engage consumers, invite and encourages
consumers to participate in the evolution of a brand. (Rafiee & Sarabdeen, 2013)

Godin (1999) puts forward the theory of permission marketing instead of engagement marketing. He
belived that marketers no longer have the power to control the attention of people. Thus, marketers
should respect the right of customer to choose the kind of advertisement they are interested. He also
proposed that interruption marketing will no longer be effective. He argued that only marketing
messages that are anticipated, personal and relevant will be accepted by customers. Accordingly, the
only way to promote an idea is to create a buzz. Social media channels enable customers to voluntarily
follow a facebook fan page or follow communication (Via Twitters) about different brands.

Jalilvand and Samiei (2012) strongly proposed that in the modern days, where customers have the
control, bands cannot be created through traditional advertising means. Thus, it would be wise to
acknowledge and appreciate the consumers' opinions, expectations, and feedback that they collect and
express back through online communities.

No doubt engaging customers on around the go basis is a tough as well as costly job in comparison to
the traditional advertising, still it should not be avoided. Indulging in a two way dialogue with
consumers is a tricky task and demands a lot of effort, but if a close relationship can be established this
will result in a competitive advantage. Moreover, Joel (2009) concluded that the online population
represent a great opportunity for businesses and by investing in this medium of engagement;
companies will be able to gain competitive advantage. An important element in the success of a brand
is to gain trust from customers. Social media marketing is an effective tool to create this [Link], et
al. (2010) stated that customer engagement consists of various customer behaviours like WOM,
blogging, customer ratings.

 Customer Relationship Management (CRM)

CRM or Customer Relationship Management is a system that aims to improve the relationship with existing
customers, find new prospective customers, and win back former customers. This system can be brought
into effect with software that facilitates collecting, organizing, and managing customer information.

CRMs are no longer just for large-scale organizations with huge databases of customers, but are
advantageous to even small and medium sized organizations. Designed to streamline your processes, a
CRM can be one of the most powerful management tools in your arsenal. (PerfectMind, 2019)

Social media also could facilitate Customer Relationship Management (CRM). As customers begin to
connect, they will form opinions and put forward suggestions regarding preference about specific
product or brand. They also suggest what they like to see in a product and how a product could be
improved (Evan, 2008). Businesses utilize the collected information to improve business processes,
innovation and more (Evan, 2008).

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Hennig, et al. (2010) put forward a conceptual pinball framework to explain the effects of new media on
CRM. They state that in the era of new social media, managing customer relationship is like playing
pinball. Marketers leave a ball (brand building messages) into the game board which is often
accelerated by new media “bumpers” that may change the direction of the ball in a muddled way.
Marketing managers try to guide and direct the ball through use of “ippers”, however the ball does not
always go where it is supposed to and smallest blunder can be amplified into devastating crisis. They
illustrate in their framework that new media has enhanced the role of customers as active partners who
are strongly connected to producers, retailers, and network of other customers.

 Marketing Strategy Tool

(SisiraNeti, 2 July 2011) Social Media, today, is among the 'best opportunities available' to a brand for
connecting with prospective consumers. Social media is the medium to socialize. These new media win
the trust of consumers by connecting withthem at a deeper level. Social media marketing is the new
mantra. Marketers are taking note of many different social media opportunities and beginning to
implement new social initiatives at a higher rate than ever before. One cannot afford to have any
presence on the social channels if the competitor is making waves with its products and services. The
explosion of social media phenomenon is as mind-boggling as that and the pace at which it is growing
is maddening. Global companies have recognized social media marketing as a potential marketing
platform, utilized them with innovations to power their advertising campaign with the social media
marketing.

 Brand Loyalty

Ismail (2017) in his work on Perceived social media marketing activities and brand loyalty have
concluded that Social media is a powerful tool for obtaining brand loyalty. It not only creates loyalty but
also helps in spreading brand awareness and recognition. In recent years, many firms used social media
to engage customers with the brand ( Okazaki et al., 2015). However, those firms still struggle to
accomplish brand loyalty because they do not fully understand how to build a consumer-brand
relationship in the social media setting (Fournier and Lee, 2009). Social media marketing is a broad
category of advertising spending, including advertising using social network, virtual worlds, user-
generated product reviews, blogger endorsement, RSS feeds of content and social news sites, podcasts,
games, and consumer generated advertising (Tuten, 2008). Social media, in a way, converts consumers
into marketers, and advertisers, who generate, edit, and share online information about companies,
products and services, that may attract attention and encourages online users to share it with their
social networks (Akar and Topçu, 2011).

Branding literature indicated that marketers can enhance their brand loyalty by stregthening consumer-
brand relationships (Aaker, 1996; Fournier, 1998; Kapferer, 1998; Keller, 1998). Those perceived
relationship benefits can boost customers' satisfaction and generate positive word-of-mouth and build

5
TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

brand loyalty through the brand community ('Muñiz and OGuinn, 2001; McAlexander et al., 2002;
Schau et al., 2009; Lee et al., 2014).

Social media has become a hub for promoting goods and services which enables marketers to actively
communicate with customers. Also, it has shifted the previous one-way communication channel to a
two-way communications channel which enables more customer engagement and creates a sense of
equality between the consumers and their brands (Evans, 2012). Furthermore, social media-based
communication provides consumers with relevant information and reduce their efforts to search for
information (Merisavo and Raulas, 2004; Laroche et al., 2013). Additionally, it enables customers to
voice out their satisfaction or displeasure with the brand. Finally, social media also can be a positive
form of advertising for brands. Ultimately, if a consumer responds favorably toward a company's
advertisements and promotions through social media, then a relationship will begin to develop
between the consumer and the brand (Fournier, 1998) and consequently, strong consumer-brand
relationship in social media would lead to brand loyalty (Fournier, 1998). Therefore, it is believed that,
as customers appreciate regular communication from the brand, it can further enhance their brand
loyalty (Merisavo and Raulas, 2004).

 Word of Mouth Marketing (WOMM)

Kozinet et al. (2010) difined word-of-mouth marketing (WOMM) as a marketing technique that
marketers try to intentionally inuence consumer-to-consumer communications. WOMM is also called
viral marketing, buzz, and guerilla marketing. The power of WOMM is to stimulate attitudes and buying
behavior of the consumers is well accepted by academicians and practitioners. For instance, research
indicates that almost 60% of dissatisfied customers talk more about their dissatisfying experience to
others (Richin1988).

The internet and information technology offer a new opportunity for consumers to evaluate the
products and share their experience with others online users (Avery et al., 1999). The reason for the
popularity of the online WOMM is because consumer perceives information created by other customers
more credible than company created information (Wilson and Sherrell 1993). Thus, the online WOMM
should be considered as a new component in the marketing communication mix (Chen and Xie, 2008).

Chen and Xie (2008) stated that online product reviews are new customer created product information
that can be considered as a special type of Word of Mouth (WOM) marketing. They suggested the new
online product reviews are far reaching as they go beyond local boundaries. Businesses are increasingly
utilizing this in improving their marketing efforts. However, the companies should be aware, that by
allowing customers to produce their own product review, companies create a channel for buyers to
create information that cannot be controlled by sellers.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Challenges to be Coped Up With

While, it has been established that there are countless benefits of Social media like Improved Customer
Insights, Generating exposure to businesses & Better Customer Service, Increasing traffic, Cost
Efficiency, Rise in search engine rankings, Reduction in overall marketing expenses,Connectivity,
Establishing Brand Awareness, Better Sales & Revenues, Generating qualified leads due to better lead
generation efforts, etc. Still online environment creates not only opportunities but also complications
and challenges for the social media marketing process. There are some disadvantages that need to be
considered on social media marketing, which are:

 First and foremost is the exorbitant amount of time investment that goes into social media planning.
Any hopes and expectations of huge returns and that too quickly is an overestimation of the reality
and most of the fanciful. A certain amount of time commitment is thus essential and must be put in.

 The second issue that needs close check has to do with trademarks and copyrights. Companies
should ensure that the third parties who help in content development are not misusing their
intellectual property.

Data security issues are next up in the challenges list. Using social media to promote one's brand,
products, or services can also implicate trust, privacy and data security issues. Companies must be
aware and take appropriate measures to maintain trust and privacy. One aspect of social networking
that is especially damaging to marketing campaigns is negative post responses. Negative or other non-
constructive feedback cannot be ignored. Social networks must be managed efficiently enough to
immediately respond and neutralize harmful posts, which takes more time (HennigThurau et al. 2004).

Conclusion
Social network sites are progressively pulling the consideration of industry specialists and academic
researchers alike. Social media are continually building up a lot of devices that encourge online
connections and data sharing. Organizations are under consistent compelling force from various
sources to join the online life. Social media experts' recommends firms that they should be available via
web-based networking media else they pass up a major opportunity. Social media have different
consequences for an organisation's overall growth and performance. Nonetheless, as a new
phenomenon, there is limited research on various parts of online networking and their particular
importance to organizations strategies.

This exploration attempted to study the impact of social networking on improving customer
engagement and commitment, the impact of social media as a tool to upgrading Customer Relationship
Management and its overall role as a marketing weapon in the present perspective. It was also
elaborated upon as to how can Word-of Mouth correspondence additionally boosts the performance of
a business if considered effectively. The study recognized that the social networking can be made as an

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

imperative device to acquire new customers and build long term relationships with existing customers.
This would surely help in increasing revenues and boosting the overall competitive position of an
enterprise. Social media certainly provides a strong approach to the target audience and also provides
an effective way to keep hold of them.

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Jalilvand, M.R., Samiei, N. (2012), 'The Effect of Electronic Word of Mouth on Brand Image and Purchase
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Merisavo, M. and Raulas, M. (2004), 'The impact of email marketing on brand loyalty', Journal of
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Muñiz, A. and O'Guinn, T. (2001), 'Brand community', Journal of Consumer Research, Vol. 27 No. 4, pp.
412-432.

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Pate, Sharon S. and Adams, M. (2013), 'The Inuence of Social Networking Sites on Buying Behaviors of
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Rafiee, V. &Sarabdeen, J. 2013, 'Social media marketing: the unavoidable marketing management tool',
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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

IMPACT OF DIGITAL TECHNOLOGY ON PERFORMANCE,

QUALITY OF WORK LIFE AND ORGANIZATIONAL
COMMITMENT OF EMPLOYEES - A STUDY OF JK
CEMENT WORKS
Harvinder Soni*
Vinita Verma**

ABSTRACT

Digitalization is seen as a roadmap to penetrate into new aspects of the market by making a shift from
existing business model into a digital model of business, which enables, the creation of new digital
revenue streams. The adoption of digital technologies completely modifies the business model and
leads into the improvement or transformation of business operations, functions, and processes in order
to inject innovations and ideas. It demands reinvention across different enterprise facets right from
supply chain to employee skill sets.

A highly committed and performance oriented workforce equipped with updated skill set determines
the competitive advantage of an organization in the digital era. Therefore, it becomes imperative to
assess the impact of digitalization on the performance, quality of work life and commitment level of the
employees. Digital transformation like any other kind of transformation needs to be introduced
through proper change management techniques in order to build up employee affirmativeness
towards the change. In the process, proper attention needs to be paid to the quality of work life of
employees to motivate them for accepting and executing the advanced work systems.

This research paper focuses on investigating the impact of digital technology on the human resources
who are the most important assets of an organization. The objective of the research is to analyse the
impact of digitalization on performance, quality of work life and organizational commitment of
employees in J.K. Cement Ltd. Nimbahera. For this purpose, descriptive research was conducted on
120 employees of J.K Cement (Nimbahera), in hierarchical order from foremen to DGM on the basis of
stratified random sampling. Appropriate statistical tools have been applied for testing of hypothesis.
The research paper incorporates suggestions for enhancing the quality of work life, performance and
commitment level of employees in the digital age.

Keywords: Digitalization, Employee Performance, Quality of Work Life, Organizational Commitment

* Professor, Taxila Business School, Jaipur (Rajsthan)

** Assistant Professor, Gyanodaya Institute of Management and Technology, Kanawati, Neemuch (Madhya Pradesh)

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Introduction
Digitalization refers to the integration of digital technologies in every life by the digitization of everything
that can be digitized. The literal meaning of digitalization gives an excellent idea of development and
technology dependent world. The adoption of digital technologies completely modifies the business
model. It refers to improving or transforming business operations, functions, and processes by accessing
digital technologies in order to inject innovations and ideas. In the long run, the organizations and
businesses are adopting the 'smart' approach and the process is essential for them to stay ahead of the
curve. It demands reinvention in different enterprises, facets, right from supply chain to employee skill
sets. Digitalization is considered as a roadmap to look into new aspects of the market by making a shift
from existing business model towards a digital model of business, which enables the creation of new
digital revenue streams. The main aim is to create a value from the use of new, advanced technologies
by exploiting digital network dynamics and the huge digital ow of information.

Organizations are adopting digital technology to create a more self-reliant business model that promises
standardized quality and cost-efficiency along with improved performance, organisational commitment
and quality of work life of the employees. QWL is viewed as that umbrella under which employees feel
fully satisfied and motivated with the working environment of their organization, thereby making full
contribution in enhancing the organizational productivity, Technological development has improved
authenticity of work, promoted paper less work, resulting cost and time efficiency. The time saved
through digitalisation can be invested into betterment of employees and succession planning.
Organisations using digitalisation can easily handle today's and tomorrow's challenges in most effective
manner. It generates the accurate data and helps management in strategic development. It eases
manager's evaluation process. However, technology brings along with itself, its varied impacts on the
various stakeholders, especially the employees. The objective of this research paper is to explore how
digital technology has affected the employees in terms of their performance, quality of work life and
organizational commitment. The study has been conducted at JK Cement Works, Nimbahera.

Review of Literature
Appealbaum E , belly T. Berge P. and A.L. Kelly berg (2000) in their studies, they inferred that if the HR
system is upgraded through digitalisation the organisational performance will increase and it will
automatically increase the performance, satisfaction, quality of work life and commitment of the
employees.

Ordanini and Pol (2001) in their studies they found that the issue of digitization is important for both
academicians and managers as digitization has affected both theory and practice. The term digitization
encircles the computerization, information technology, and e-business, as well as e-commerce
employment while communicating and transacting between business parties.

12
TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Chesley et. al. (2003) in his studies, he had found the positive links between the use of technology and
work-life balance for women such as enabling work by home.

Gueutal and Stone (2005) in their studies they inferred that organisations which use digital technology
can focus on improving organizational efficiency rather than being consumed with administrative work.
Renaud et. al (2006) suggested that using technology can assist people to avoid time wasting activities
and reduce workload. Oxford Economics (2012) in this book, the researcher point out that technology is
also reshaping the performance of human resources (HR). Research also shows that the transformation
of HR into a strategic business function is best way and will continue over the next years. This process
includes the broadening of collaboration between Human Resources and other business units in order to
improve the performance and analyzing the talent management, and focusing on improving the
business results through the strategic use of technology.

Mc Henry (2013) he investigated that the current generation of millennium have grown with the digital
world. Their expectations are shaped according to their life experience as consumers, students and
citizens who use social media, collaboration, search and other technologies as an important part of their
life and work performance. Oladapo and Onyeaso(2013) analysed the link between high performance
work practices and organizational innovations. The dimensions of work practices that relate to
innovation are regarded as innovative and best hr practices. Bloomberge (2014) disclosed in his research
that companies have to think of digital transformation as a formal effort to renovate business vision,
models and investment for the new digital economy in the new era.

Wolf (2015) He concluded that performance management is actually being transformed by social and
digital technologies. Going paperless is now a standard in so many organizations, but the changes are
evolving beyond that. Now managers can capture and provide feedback to the employees so that they
always know how they are doing and where they stand in their organization .This informal feedback can
also be directly fed into the formal performance management process, which can help in increasing
completeness and accuracy and minimize surprise.

Neetikumar, Peoples matter (2016) Performance Management is a systematic process through which an
organisation involves its employees as individuals and members of group, in improving organizational
effectiveness in the accomplishment of its mission and goals. In their studies, they found that
Performance Management system has undergone lot of changes in the recent past to effectively translate
the effort. The old ways of assessing performance have been proven to be expensive and ineffective. He
found that Bell curve alias comparison was time consuming and often detrimental to performance.
Organisations such as Adobe, Accenture, Microsoft and Deloitte have adopted new digitalised methods
of enhancing individual and organizational performance.

Casas, Ghailani and Coster (2018) in their research findings demostrated that digitalisation has a great
impact on several aspects of employment and job quality, besides having direct outcomes for workers,

13
TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

particularly on their physical and mental health. Although digitalisation has a positive impact on the
rationalisation and improvement of work organisation since its introduction, it also has adverse effects
for the workers if proper attention is not paid during its design and implementation phases.

Research Methodology

Objectives
 To analyse the impact of digitalization on Quality of work life of employees in J.K. Cement Works.

 To assess the impact of digital technology on employee performance and productivity in J.K. Cement
Works.

 To analyse how digitalization has impacted organizational commitment of employees in J.K. Cement
Ltd.

Hypotheses
H01: There is no significant impact of impact of digitalization on Quality of work life of employees in J.K.
Cement Works.

H02: There is no significant impact of digital technology on employee performance and productivity in
J.K. Cement Works.

H03: There is no significant impact of digitalization on organizational commitment of employees in J.K.

Cement Works.

For this purpose, descriptive research was conducted on 120 employees of J.K. Cement Works
(Nimbahera) in hierarchical order from Foreman to DGM on the basis of stratified random sampling. Data
was collected through structured questionnaire based on Likert's five point scale. The reliability of
questionnaire was measured through Cronbach's Alpha which came out to be 0.788. Since, this value is
higher than 0.7, the questionnaire was reliable. Data has been analysed and hypothesis has been tested
with the help of appropriate statistical tools.

14
TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Data Analysis and Interpretation

Table 1: Distribution of Respondents according Figure 1: Gender-wise distribution
to Gender of Respondents
Gender N %

Male 119 99.17

Female 1 0.83

Total 120 100.00

Source : Primary Data Source : Primary Data

The distribution of respondents was done according to gender. Majority of the respondents for the study
were males.
Table 2: Distribution of Respondents Figure 2: Age-wise Distribution
according to Age of Respondents
Age N %

20- 30 years 26 21.67

31-40 years 41 34.17

41-50 years 31 25.83

Above 50 years 22 18.33

Total 120 100.00

Source : Primary Data Source : Primary Data
The distribution of respondents was done according to their age. In this 21.67% respondents belong to
20-30 years age group, 34.17% respondents belong to 31-40 years, 25.83% respondents belong to 41-
50 years and 18.33% respondents are above 50 years of age.
Table 3: Distribution of Respondents Figure3: Distribution of Respondents
according to Work Experience according to Work Experience

Work Experience N %

Less than 5 years 19 15.83

5 -10 years 29 24.17

11 -15 years 19 15.83

More than 15 years 53 44.17

Total 120 100.00

Source : Primary Data Source : Primary Data

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

As depicted in the above table 3, 15.83% of employees are having experience of less than 5 years,
24.17% of employees are having work experience of approximately 5-10 years, and 15.83% of
employees are having experience of approximately 11-15 years. Maximum respondents (44.17%)
possess an experience of over 15 years.

Table 4: Organizational Commitment Figure 4: Organizational Commitment

Level of Commitment N %

Very Low 0 0.00

Low 0 0.00

Moderate 10 8.33

High 76 63.33

Very High 34 28.33

Total 120 100.00

Source : Primary Data Source : Primary Data

Table 4 shows level of commitment of employees of the organization due to digitalization. Table revealed
that the level of commitment of employees was high on overall basis. 28.33% think that their
commitment was very high and 63.33% employees think that their performance level of commitment
was high due to digitalization and only remaining 8.33% feel that their commitment was moderate and
none (0%) is of the opinion that their commitment was low or very low due to digitalization. Hence,
overall we can say that employees of JK Cement think that their digitalization has resulted in a positive
impact on their organizational commitment.

Table 5: Employee Performance Figure 5: Employee Performance

Level of Performance N %

Very Low 0 0.00

Low 0 0.00

Moderate 1 0.83

High 70 58.33

Very High 49 40.83

Total 120 100.00

Source : Primary Data Source : Primary Data

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Table 5 shows level of performance of employees of the organization. Table revealed that the level of
performance of employees was high on overall basis. 40.83% respondents are of the opinion that their
performance was very high due to digitalization, 58.33% employees think that their performance was high
due to digitalization and meagre remaining 0.83% think that their performance was moderate due to
digitalization. None feel that their performance was low or very low due to digitalization. Hence, overall we
can say that employees of JK Cement think that their performance was high due to digitalization.

Table 6: Quality of Work Life

Level of QWL N %

Very Low 0 0.00

Low 0 0.00

Moderate 12 10.00

High 99 82.50

Very High 9 7.50

Total 120 100.00

Source : Primary Data

Table 6 depicts the level of quality of work life of employees of the JK Cement due to digitalization. Only 7.50%
employees think that their quality of work life has improved to a very great level due to digitalization, 82.50%
employees think that their quality of work life has improved to a high level due to digitalization and remaining
10% think that their quality of work life was moderate due to digitalization. None of the employees think that
their quality of work life was low or very low due to digitalization. Hence on the overall basis we can say that
employees of JK Cement think that their quality of work life has improved to a high level due to digitalization.

Figure 6: Quality of Work Life

Source : Primary Data

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Testing of Hypotheses
Table 7: Impact of Digitalization

Factor N Mean SD t df Result

Organizational Commitment 120 3.95 0.41 25.21 119 ***

Employee Performance 120 3.99 0.33 32.94 119 ***

Quality of Work Life 120 3.55 0.44 13.57 119 ***

Source : Primary Data

To test whether digitalization has positively affected organizational commitment, employee

performance and quality of work life of the employees or not 20 statements related to the impact of
digitalization on these aspects were given to employees to rate them on five point scale. On the basis of
responses received, the impact was tested against assumed value of three that is, if respondents' mean
score regarding these aspects is significantly higher than this assumed value, we will conclude that
digitalization has impacted significantly these aspects viz. organizational commitment, employee
performance and quality of work life.

The test results given in the table 7 shows that for all three factors the employees mean score were
significantly higher than the assumed mean. Organizational commitment (t=25.21, p<0.001),
employee performance (t=32.94, p<0.001) and quality of work life t = 13.57, p<0.001), thus our all
there null hypotheses (a) H01 – “There is no significant impact of impact of digitalization on Quality of
work life of employees in J.K. Cement works” (b) H02 – “There is no significant impact of digital
technology on employee performance and productivity in J.K. Cement Works” and (c ) H03 – “There is no
significant impact of digitalization on organizational commitment of employees in J.K. Cement Works”
get rejected and it is concluded that digitalization has significantly improved organizational
commitment, employee performance and quality of work life of employees of J. K. Cement Works.

Table 8: Factors Compared

Factor N Mean SD F df Result

Organizational Commitment 120 3.95 0.41

Employee Performance 120 3.99 0.33 46.36 2, 357 ***

Quality of Work Life 120 3.55 0.44

Source : Primary Data

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Further to test is there any significant difference in the impact of digitalization on these three factors viz.
organizational commitment, employee performance and quality of work life, analysis of variance was
applied. Test results given in the table 8 show highly significant difference in the impact of digitalization
in these three factors (F =46.36, p<0.001). On observing mean scores it was found that impact of
digitalization was significantly high on organizational commitment and employee performance as
compared to quality of work life.

Figure 7: Comparison of Factors

3.99
3.95

3.55

Organizational Commtment Employee Performance Quality of Work Life

Factor

Source : Primary Data

Findings
The findings of the research paper are:

 Digital technology has made a positive impact on employee performance which further enhances
the organizational performance.

 Digitalization has resulted in higher organizational commitment of employees in JK Cement Works

which is a good sign for the company and will go a long way in creating a good brand image.

 The employees have accepted the technological change in a challenging manner which results in
their high performance.

 Although digitalization has enhanced the organisational commitment and also employees'
performance but quality of work life has not improved to the desired extent. So proper measures
should be taken to improve the QWL of the employees.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Conclusion
The digitalisation of work force and work place will require companies and their people to operate in
unpredictable ways. They proceed with a risk tolerance and the speed that may seem unnatural. Quality
work focuses on putting our best foot forward on regular basis to ensure the success of organisation.
Sometimes people resist changes because of high risk factors and at the same time employees are least
interested in being benefited by digital technology. As a result, their quality of work life hardly improves.
But it is essentials for the organisation to enhance the quality of work life of the employees by facilitating
them with the comfortable environment and empowering them with quality work. At the same time the
employees should understand the importance of digital technology which can help them to ease their
work, reduce work load and develop their potential to the utmost capacity.

Suggestions
For Employees:

 Take the advantage of technology and maintain balance between technology and manual work.

 Keep yourself updated with latest digital technology.

 Match your task to your skills

 Put the company at first priority and manage your time wisely.

 Plan the day, stay active and get into the zone.

 Keep your goals clear, specific, and focused.

 Prepare a work plan in consideration with time and other available resources.

 Track how much time you are spending on work and set self - imposed deadlines.

 Maintain a balanced and consistent performance.

 Avoid multitasking. Do one thing at one time.

For Organization

 Create a culture of learning.

 Promote HRIS technology as it will improve efficiency, QWL and reduce frustration.
 To improve QWL initiatives like, exitime, compressed work week, telecommuting with the help of
digital technology can be of great help.
 Organizing family excursions for employees, sports and gym facility, monthly get -together, picnics
[Link] refresh the employees and boost them with the necessary motivation for higher
performance.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

 Hire the right people at the right time with desired skills and abilities.
 Recognise great work and appreciate the same in public.
 Respect your employees and boost their self- esteem for better performance.
 Train and motivate your subordinates to their utmost capacity.
 Do not hesitate in delegating. However, identifying the right people for the right job is vital for
getting good results.
 Communication is a key to success so, promote better team communication.
 Challenge your people to create new standards of excellence that may help in producing powerful
and positive results.
 Focus more on employee relation rather than task relation.
 Invest in HR software. It will save time of company and employees.

References
AppealbaumE, belly T. Berge P. and A.L. Kelly Berg, (2000). Manufacturing advantage: why high
performance work system pays off., Ithaca, Cornell University Press 2000.
Bloomberg, J. (2014), Digital Transformation by Any Other Name? Forbes, July 13, 2014.
Chesley, N., P. Moen, R. P. Shore, (2003) "The new technology climate. P. Moen, Ed. It's About Time:
Couples and Careers" Cornell University Press, Ithaca, NY, 220–241
Gueutal, H. G., and Stone, D. L. (2005) "The brave new world of eHR: human resources management in
the digital age," San Francisco, Jossey-Bass.
Mc Henry, T. (2013) Microsoft HRD: The world of work is changing Microsoft Corporation
Oladapo v. Onyeaso g. (2013). "An empirical study of sub dimension of high performance work system
that predict organizational innovation", International journal of management and marketing
research, vol. 6, No. 1, pp. 67-79.
Ordanini, Andrea and Pol, Annalisa, (2001). “Infomediation and Competitive Advantage in B2b Digital
Marketplaces,” European Management Journal, vol. 19, No. 3, pp. 276-285.
Oxford Economics, (2012) "The Digital Transformation of People Management" Retrieved from
[Link]
Renaud, K., J. Ramsay, M. Hair. (2006). “You've got email!” Shall I deal with it now? Electronic mail from
the recipient's perspective. International Journal of Human-Computer Interaction vol. 21, No. 3,
pp. 313–332
Wolf, W. (2015) "Collaborative Talks Series: Why Performance Matters in the Age of Digital",
[Link]

21
TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

IMPACT OF DIGITAL LEARNING TOOLS ON THE

STUDENTS' – TEACHERS' AND STUDENTS'
PERSPECTIVES
Ruma Bhadauria*

ABSTRACT

It can be rightly said that from last few years, in India, a drastic transformation can be seen towards
digitalization. There has been considerable growth in the usage of digital methods at different levels of
learning. The education system of modern era has witnessed the ever increasing fusion of digital
learning and the classic classroom method. Schools and colleges are no doubt for sure opting digital
path for academics. Due to this shift there arises the question as to whether or not these tools have any
positive impact on the learners. The study thus, tries to research and find answers to this question. The
study thus seeks to understand the impact that these digital learning tools have had on the students'
enrolled in the classes whose teachers' use various kinds of technology as tool.

Keywords: Digital Learning Tools, Students', Teachers', Perspectives, Classroom.

INTRODUCTION
The terms “Digital Learning Tools” used in this study refers to any kind of digital technology that is used
for education by teachers in class for teaching the students. This may include the Google apps, docs,
ppts, websites, online quizzes, educational videos, social media, web authoring tools like blogs or
even games etc.[8]

In last few years, in India, a drastic transformation can be seen towards digitalization. There has been
considerable growth in the usage of digital methods at different levels of learning.[2] The continuous
development of digital technology and its increasing use in the lives of the contemporary people is
quite a noticeable phenomenon. Digital technology has become a crucial part of our day to day
activities. Every sector is being ruled by the digital technology and so is the education sector too. Few
years before it was new to the classroom, but now its the basic design of the classroom teaching. The
education system of modern era has witnessed the ever increasing fusion of digital learning and the
classic classroom method. Schools and colleges are no doubt for sure opting digital path for
academics.[8] Digital learning are now a common factor to teaching. The role of educators has
drastically evolved. Different tools are used for teaching learning, communicating and reecting which

*Assistant Professor, University College of Engineering & Technology, Bikaner

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

can't be seen in traditional face-to-face environment. Due to this shift there arises the question as to
whether or not these tools have any positive impact on the learners. The study thus, tries to research and
find answers to this question.[5]

REVIEW OF LITERATURE
Deaney, et al. (2003) explored pupils' views of the use of information and communication technology
(ICT) within subject teaching and learning.[1]

Kumar, et al. (2004) examined the impact of instructional methods and information technology on
student learning styles, all critical factors affecting student learning. A research framework that suggests
the relationship of instructional processes and information technology to learning styles is proposed. [4]

Wikramanayake (2005) described the process of generation, creation and acquisition of knowledge
through the technology. He relates how these technologies have been used in education and its impact
in general. Using examples the paper highlights some of the changes that has taken placed in the Sri
Lankan education sector.[10]

Ragupathi (2007) presented the results that looked at how faculty and students' at the National
University of Singapore use IT in their teaching and learning. She explored IT usage frequency,
proficiency and preferences of faculty and students', perceptions on the impact of technology in their
courses, and factors that motivate or hinder them towards the adoption of IT.[9]

Ilomaki (2008) investigated the effects of information and communication technology (ICT) on school
from teachers' and students' perspectives. The focus was on three main subject matters: on ICT use and
competence, on teacher and school community, and on learning environment and teaching practices. [3]

McDowell Jr (2013) investigated that how the use of technology may increase student engagement and
learning in urban schools, as perceived by administrators, teachers', and students'. A qualitative study
approach was used to discern stakeholders perceptions in the Metro Boston Area. The degree to which
the use of technology has contributed to student engagement in learning and student learning across the
three constituent subgroups was the subject of the investigation.[6]

Montrieux, et al. (2015) researches teachers' and students' perceptions concerning the impact of using
tablet devices for teaching and learning purposes. An explorative focus group study was conducted with
teachers' and students' in a secondary school that has implemented tablet devices since 2012.[7]

Gond & Gupta (2017) said that in India, from last few years there has been a considerable rise in Digital
and Live Virtual Classrooms at different levels of learning. With evolution of technologies such as cloud,
virtual data centres and virtualization there is huge potential for technology to be integrated with the
Education Industry. They gave an overview of digital education, components of digital education,

23
TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

benefits of digital education in India, the future scope and possible challenges of an Indian society for
moving towards digital education. [2]

Lin, et al. (2017) mentioned that in the modern society when intelligent mobile devices become popular,
the Internet breaks through the restrictions on time and space and becomes a ubiquitous learning tool.
Designing teaching activity for digital learning and exibly applying technology tools are the key issues
for current information technology integrated education. He tested and surveyed the students' to
understand the opinions about digital learning.[5]

Neufeld (2018) studies the impact that various digital learning tools have had on students' in classes
where teachers' use various forms of technology. It was designed to better understand the impact of
digital learning tools on student engagement, self-efficacy, and ownership of learning at one high school
in British Columbia.[8]

RESEARCH METHODOLOGY
The research work is descriptive survey design in which data is collected from a certain number of people
considered to be the representative of the entire population. In the present study, data is collected from
the students' and teachers' of the senior secondary schools (of senior secondary class) of Rajasthan.
These entire schools understudy are opting for digital methods and tools for teaching and learning in the
class. Purposive sampling was employed to select these schools. The total sample of one hundred and
fifty students' and teachers' was selected using random sampling technique. The sample consisted of 15
students' and 10 teachers' from each of the 6 senior secondary schools (of senior secondary class) are
selected of Rajasthan.

The instrument used to collect data for the research study was questionnaire. Questionnaire was
prepared for teacher and student. Likert-Scale method was used for questionnaire. Data collected was
analyzed on 5 point scale.

Objectives of the Study - To examine the students' perspective of the impact of digital learning tools on
students'. 2. To examine the teachers' perspective of the impact of digital learning tools on students'.

DATA ANALYSIS
The results obtained through survey are analysed under four broader points of concern for students' and
for teachers' perspectives.

Point One: Usefulness of digital learning tools used in class

Point Two: Interest in the use of digital learning tools in class

Point Three : Motivation for Google apps used for education in and outside the class

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Point Four : Communication with teachers' preferring digital learning tools

Point one consists of table 1 which is the students' response for the usefulness of digital learning tools
used in class and table 2 is teachers' response for the usefulness of digital learning tools used in class.
Point two consists of table 3 which is the students' response for the Interest in the use of digital learning
tools in class and table 4 is teachers' response for the Interest in the use of digital learning tools in class.
Point three consists of table 5 which is the students' response for the Motivation for Google apps used for
education in and outside the class and table 6 is teachers' response for the Motivation for Google apps
used for education in and outside the class. Point four consists of table 7 which is the students' response
for the Communication with teachers' preferring digital learning tools and table 8 is teachers' response
for the Communication with teachers' preferring digital learning tools.

POINT ONE: USEFULNESS OF DIGITAL LEARNING TOOLS USED IN CLASS

Table 1: Students' response for the Usefulness of digital learning tools used in class
S. Particulars Strongly Agree Neutral Disa Strongly WT
No. Agree gree Disagree

Usefulness
1 The digital learning tools used in class 20 32 10 16 12 302
were useful for practicing skills
2 The digital learning tools used in class 27 22 12 18 11 306
were useful for memorizing content
3 The digital learning tools used in class 18 29 19 14 10 301
helped you to understand tricky
concepts
4 The digital learning tools used in class 30 23 9 20 8 317
helped you to access content quickly
Source: Researcher's Computation, 2019

Table 2: Teachers' response for the Usefulness of digital learning tools used in class
S. Particulars Strongly Agree Neu- Disa Strongly WT
No. Agree tral -gree Disagree

Usefulness
1 The digital learning tools used in class 17 22 5 7 9 211
were useful for practicing skills
2 The digital learning tools used in class 19 18 8 12 3 218
were useful for memorizing content
3 The digital learning tools used in class 14 24 10 8 4 216
helped your students to understand
tricky concepts
4 The digital learning tools used in class 25 16 6 11 2 231
helped your students to access
content quickly
Source: Researcher's Computation, 2019

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Students and teachers both agree and strongly agree towards the usefulness of digital learning tools
used in class. They felt that the digital learning tools used in class were useful for practicing skills (52of 90
& 39 of 60), memorizing content (49 of 90 & 37 of 60), understand tricky concepts (47 of 90 & 38 of 60)
and access content quickly (53 of 90 & 41 of 60). This shows that the digitalization has appeared to be
advantageous for the learning of students contentwise. Students and teachers have felt that the logistics
of the digital environment has provided operative ease. They have expressed their appreciation for the
day-to-day functionality of digital learning tools.

{Note: The discussions are based on cumulative data of Strongly Agree & Agree and Disagree & Strongly
disagree}

POINT TWO: INTEREST IN THE USE OF DIGITAL LEARNING TOOLS IN CLASS

Table 3: Students' response for the Interest in the use of digital learning tools in class

S. Particulars Strongly Agr Neu- Disa- Strongly WT

No. Agree -ee tral gree Disagree

Interest
1 The digital learning tools used in class 22 25 21 12 10 307
worked well for their given purpose
2 The digital learning tools used in class were 14 28 15 21 12 281
interesting and fun to use
3 The digital learning tools used in class were 27 29 6 13 15 310
more fun than the non-digital learning tools
you might have used
4 The digital learning tools used in class 31 26 12 11 10 327
encouraged students’ to collaborate with
each other (they made collaborating easy).
5 The digital learning tools used in class made 29 36 7 6 12 334
collaboration easier than traditional, non -
digital group work

Source: Researcher's Computation, 2019

Table 4: Teachers' response for the Interest in the use of digital learning tools in class

S. Particulars Strongly Agr Neu- Disa- Strongly WT

No. Agree -ee tral gree Disagree

Interest
1 The digital learning tools used in class 16 19 15 6 4 217
worked well for their given purpose
2 Students seemed to find the digital 20 16 10 4 10 212
learning tools interesting and fun to
use

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

3 Students seemed to find the digital 12 24 6 9 9 201

learning tools more fun than the non-
digital learning tools you might have
used
4 The digital learning tools used in class 17 23 7 6 7 217
encouraged students to collaborate
with each other (they made
collaborating easy).
5 The digital learning tools used in class 28 10 13 5 4 233
made collaboration easier than
traditional, non-digital group work
Source: Researcher's Computation, 2019

As per the students and teachers response, students' seemed to have a lot of interest and fun in using the
digital learning tools (42 of 90 & 36 of 60) more than the non-digital learning tools (56 of 90 & 36 of 60).
Both the respondents very high in agreeing that collaboration is important for the learning process of
students. It appears that this way of thinking is due to prominent role played by the social media apps in
the modern lives of the learners. The students' and the teachers' claimed to be willing to collaborate (57
of 90 & 40of 60) and they of course felt that digital learning tools are the one that would provide this
opportunity. It is also clear from the response of participants that they found digital learning tools are
easier for collaboration than the traditional, non-digital group work (65 of 90 & 38 of 60). Traditional
tools might have been classroom quizzes, games, white board for collaborative brainstorming to name
few. More than half of the respondents agreed and strongly agreed while too low numbers were neutral
or disagreed.

{Note: The discussions are based on cumulative data of Strongly Agree & Agree and Disagree & Strongly
disagree}

POINT THREE: MOTIVATION FOR GOOGLE APPS USED FOR EDUCATION IN AND
OUTSIDE THE CLASS

Table 5: Students' response for the Motivation for Google apps used for education
in and outside the class

S. Particulars Strongly Agr Neu Disa Strongly WT

No. Agree -ee -tral -gree Disagree

Motivation
1 When first started using Google Apps for 31 20 2 12 25 290
Education you found it easy to learn how
to use it
2 Google Apps for Education played a key 18 35 12 15 10 306
role in your motivation to succeed

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

3 Google Apps for Education made it easier 40 15 4 26 5 329

for you to stay motivated in class
4 Google Apps for Education made it easier 28 26 7 15 14 309
for you to stay m otivated when working
outside of class
Source: Researcher's Computation, 2019

Table 6: Teachers' response for the Motivation for Google apps used for
education in and outside the class
S. Particulars Strongly Agr Neu- Disa- Strongly WT
No. Agree -ee tral gree Disagree

Motivation
1 When first started using Google Apps for 25 14 6 6 9 220
Education students found it easy to learn
how to use it
2 Google Apps for Education played a key 14 20 9 11 6 205
role in students motivation to succeed
3 Google Apps for Education made it easier 29 10 1 17 3 225
for students to stay motivated in class
4 Google Apps for Education made it easier 12 19 13 9 7 200
for students to stay motivated when
working outside of class
Source: Researcher's Computation, 2019

The majority of the participants agreed to the fact that Google Apps for Education (GAFE) are not difficult
to learn to use (51 of 90 & 39 of 60). It helped students' to feel confident and motivated as they move
towards the completion of their curriculum (53 of 90 & 34 of 60). It also helped them to stay motivated in
class (55 of 90 & 39 of 60) and outside class (54 of 90 & 31 of 60).

{Note: The discussions are based on cumulative data of Strongly Agree & Agree and Disagree & Strongly
disagree}

POINT FOUR: COMMUNICATION WITH TEACHERS' PREFERRING DIGITAL LEARNING TOOLS

Table 7: Students' response for the Communication with teachers' preferring digital learning tools
S. Particulars Strongly Agr Neu- Disa- Strongly WT
No. Agree -ee tral gree Disagree

Communication
1 You prefer communicating with teacher 17 25 8 20 20 269
using digital tools such as email or Google
Apps messaging tools, rather than
communicating face-to-face.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

2 You prefer receiving feedback on 30 20 6 18 16 300

assignments digitally rather than in
handwritten form
3 You prefer receiving feedback on 24 25 10 14 17 295
assignments digitally rather than face-to-face
Source: Researcher's Computation, 2019

Table 8: Teachers' response for the Communication with teachers' preferring digital learning tools
S. Particulars Strongly Agr Neu- Disa- Strongly WT
No. Agree -ee tral gree Disagree

Communication
1 Students seemed to prefer communicating 16 14 4 12 14 186
with you using digital tools such as email or
Google Ap ps messaging tools, rather than
communicating face-to-face.
2 Students seemed to prefer receiving 11 20 10 8 11 192
feedback on assignments digitally rather than
in handwritten form
3 Students seemed to prefer receiving 14 22 2 15 7 201
feedback on assignments digitally rather than
face-to-face
Source: Researcher's Computation, 2019

It appeared through the opinions of both the respondents that students were divided in their response to
communication and feedback. Evenly split number of the respondents seemed to prefer communicating
with teachers using digital tools such as email or Google Apps messaging tools (42 of 90 & 30 of 60),
and communicate with their teacher face to face (40 of 90 & 26 of 60). While the remaining few were
neutral on the point which is negligible. When it came to receiving feedback on assignments students
majorly claimed to receive it digitally (50 and 49 of 90 & 31and 36 of 60)respectively, while very few
preferred traditional method of receiving feedback be it handwritten form (34of 90 & 19 of 60) or face-
to-face (31of 90 & 22 of 60) which is higher than expected where they wished for traditional platform to
ask questions and receive feedback.

{Note: The discussions are based on cumulative data of Strongly Agree & Agree and Disagree & Strongly
disagree}

CONCLUSION
Technology is all over the place, and is completely incorporated into the day by day lives of the normal
student, giving that student connection with a huge amount of information. The utilization of this
technology in the classroom in the correct way has the advantages of raising academic accomplishment
from the learners as well as from the educators from all dimensions of ability. There is immense
requirement for technology infusion, however numerous schools have not been meeting this important

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

and needed involvement. A change in perspective with respect to proper execution of digitalization in
education is important to guarantee a fruitful 21st century classroom study and to set up students' for
achievement in their future careers.

REFERENCES
Deaney, R., Ruthven, K., & Hennessy, S. (2003). Pupil perspectives on the contribution of information and
communication technology to teaching and learning in the secondary school. Research Papers In
Education, 18(2), 141-165. doi: 10.1080/0267152032000081913
Gond, R., & Gupta, R. (2017). A Study on Digital Education in India: Scope and Challenges of an Indian
Society. Anveshana'S International Journal Of Research In Regional Studies, Law, Social Sciences,
Journalism And Management Practices, 2(3), 12-18.
Ilomaki, L. (2008). The effects of ICT on school: teachers'' and students'' perspectives[Ebook] (pp. 1-3).
Turku, Finland: Painosalama Oy. Retrieved from https:// [Link]/ 09a6/
[Link]
Kumar, P., Kumar, A., & L. Smart, K. (2004). Assessing the Impact of Instructional Methods and
Information Technology on Student Learning Styles. Issues In Informing Science And Information
Technology, 1, 0533-0544. doi: 10.28945/758
Lin, M., Chen, H., & Liu, k. (2017). A Study of the Effects of Digital Learning on Learning Motivation and
Learning Outcome. EURASIA Journal Of Mathematics, Science And Technology Education, 13(7),
3553–3564. doi: 10.12973/eurasia.2017.00744a
McDowell Jr., F. (2013). Technology's Impact on Student Engagement in Urban Schools: Administrators',
Teachers'', and Students'' Perspectives in Urban High Schools (Ph.D.). College of Professional Studies
at Northeastern University Boston, Massachusetts.
Montrieux, H., Vanderlinde, R., Schellens, T., & De Marez, L. (2015). Teaching and Learning with Mobile
Technology: A Qualitative Explorative Study about the Introduction of Tablet Devices in Secondary
Education. PLOS ONE, 10(12), e0144008. doi: 10.1371/[Link].0144008
Neufeld, D. (2018). An Exploratory Study of the Impact of Digital Learning Tools on Student Engagement,
Self-Efficacy and Ownership of Learning (Ph.D.). Memorial University of Newfoundland.
Ragupathi, K. (2007). Assessing the Impact of Technology on Teaching and Learning: Faculty and Student
Perspectives [Blog]. Retrieved from https:// [Link]/ 1711185/ Assessing_the_
Impact_of_Technology_on_Teaching_and_Learning_Faculty_and_Student_Perspectives
Wikramanayake, G. (2005). Impact of Digital Technology on Education. Research Gate. Retrieved from
[Link] [Link]/ publication/ 216361364_ Impact_ of_Digital_
Technology_on_Education

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

DIGITAL MARKETING VERSUS SOCIO-DEMOGRAPHIC

FACTORS FOR SMALL BUSINESS HOUSES
Monika Raghuvanshi*

ABSTRACT

Digital marketing is uniformly applied all across 2nd most populous country in the world and 7th largest
country in the world. Digital marketing is boundless hence study has been carried out to analyze bound
socio-demographic variables effect on its output. Marketing has been one of the biggest concern for
small business houses. Digital marketing is easier in terms of expenses and coverage. However
uniform input over a large area may vary due to socio-demographic variables. Hence case-study
approach has been opted to study if an aggressive digital marketing approach has been used by a
small Management College for admission, applications for admission remains. Same or varies as per
socio-demographic factors. India is consist of various states having different and identifiable socio-
demographic factors hence data have been collected from the college about admission applications
from major states of the country to understand output for digital marketing is same across the country
or socio-demographic variables implicit its response. Digital marketing strategy carries the same
audio-visual content splashing through the mail, portals etc. Chi-square for one-dimensional
“goodness of fit” test has been used for the analysis which compares the number of applications from
main states of the country. The result helps to understand the effect of digital marketing versus effect of
socio-demographic variables hence helps professionals to develop strategies for business houses.
Socio-demographic factors vary state-wise hence if effect of socio-demographic factors effect digital
marketing output than spending alone on digital marketing may not assure success. This study will
help to understand that strategy of digital marketing can work alone or not.

Keywords: Digital, Marketing, Business, Effect, Strategy

Introduction
Digital marketing is replacing traditional marketing due to penetration into the market, time-saving
reachand comfortable mode of operation with economy of scale. One unique feature of digital
marketing is it can be uniformly applied across large geographical area however socio-demographic
variables vary and may differentiate result. Digital marketing carries good scope in terms of
operational measures however input should enhance output. Digital marketing is removing
boundaries however socio-demographic variables are bound by geographical location hence it makes

* Post- Doctoral Scholar, Indian Biodiversity Conservation Society

31
TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

it interesting to understand digital marketing output may vary due to socio-demographic variables or
remains same as per input.

Case study approach is opted to study effect of digital marketing factors versus socio-demographic
factors. Management College situated in India offers post-graduation degree in management. This is a
case of a small institute focused on digitalization offering admission all across country. Digital marketing
is the main focus of this college to reduce economic expenses and cover large geographical area. In such
scenario it makes it interesting to study if digital marketing is uniformly applied all across 2nd most
populous country in the world and 7th largest country in the world there is socio-demographic factor's
effect.

Research Question
It is an important aspect of this study to understand the effect of digital marketing is uniform, or the effect
of socio-demographic factors can alter the impact?

Scope
This study helps to understand the effect of digital marketing versus the effect of socio-demographic
variables hence helps professionals to develop strategies for business houses. Digital marketing
application is easy and economic thus feasible for small business houses. This study will help to
understand that the strategy of digital marketing can work alone or not. Socio-demographic factors vary
state-wise hence if effect of socio-demographic factors effect digital marketing than spending alone on
digital marketing may not assure success.

Review of Literature
Jitender Patel and Dr. Alok Bansal (2018) studied the effect of demographic variables on e-marketing
strategies. They concluded segmentation strategies and demographic variables were crucial factors to
impact e-marketing strategies. Hence the success of e-marketing of businesses is inuenced by the
choice of strategies formulated on the basis of segmentation to reach correct target customers by the
proper usage of demographic variables.

P. Sathya (2017) compared the dimensions of Traditional and Digital Marketing. Result shows that 38%
respondents were satisfied with online procedure while rest suggested improvement in the same.

Dr. RizwanRaheem Ahmed, MehmoodHanif and Yaseen Ahmed Meenai (2015) stated that Internet
usage consists of different usage pattern is not inuenced by demographic factors. The result shows age,
gender, and educational level cannot reach any conclusive result on the usage pattern of internet.

32
TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Research Methodology
Data have been collected from the college based on the number of applications received from various
states of India. These applications are received through the online mode and digital process of selection
is followed for ease of operation.

Data Type: Primary data based on applications received for admission have been collected.

Sampling Technique: Cluster sampling technique.

The Geographical area of investigation: Four states of Country India namely Madhya Pradesh,
Maharashtra, Rajasthan and Chhattisgarh have been selected for analysis

Statistical technique: Chi-square for a one-dimensional "goodness of fit" test

Data Analysis and Interpretation

Step1: Set up the null and alternative hypothesis

Ho: There is no difference in student's application for admission in Post Graduate Diploma in
Management from various states of India.

H1: There is significant difference in student's application for admission in Post Graduate Diploma in
Management from various states of India.

Step2: Level of significance is 5%

Step3: Test statistics: Chi-square for one-dimensional "goodness of fit" test

Step 4: Statistical analysis

Where O= Observed values

E= Expected values

Df= Degree of freedom

Table 1 : Chi-Square Descriptive

Sums

Observed Frequencies: 200

Expected Frequencies: 200

Expected Proportions: 1.0

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Table 2 : Region wise Observed and Expected Frequency

Category Observed Expected Expected Percentage Standardized

Frequency Frequency Proportion Deviation Residuals

Madhya Pradesh 99 50 0.25 +98% +6.93

Maharashtra 38 50 0.25 -24% -1.7

Rajasthan 34 50 0.25 -32% -2.26

Chhattisgarh 29 50 0.25 -42% -2.97

Source : Primary Data

Table 3 : Chi-Square Statistics

O E O-E (O-E)2 (O-E)2/E

99 50 49 2401 48.02

38 50 -12 144 2.88

34 50 -16 256 5.12

29 50 -21 441 8.82

Source : Primary Data

E = 99+38+34+294/ 4 = 50

[Note that for df =1, the calculated valueof chi-square is corrected for continuity.]

Table 4 : Chi-Square Test Significance Statisties

chi-square 64.84

df 3

P <.0001

Source : Primary Data

Step 5 : Inference
 The tabulated X2 with degree of freedom 3 at 5% level of significance is 7.81 (chi-square distribution
table) where as the calculated value is 64.84.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

 The calculated value is more than the critical value of Chi square table thus null hypothesis is rejected.

 Result shows null hypothesis is rejected thus there is difference in student's application for admission
in Post-Graduation in Management from various states of India.

Conclusion
Applications received vary from various states of India. Digital marketing isuniformly applied over a large
area but there are other factors out-pacing the effect of digital marketing. Digital Marketing is associated
with other factors which can be broadly categorized as primary factors and secondary factors. Primary
factors can be such as reach to the target viewers, penetration into the market, inuence of the message,
coverage, etc. Secondary factors can be such as internet coverage, usage, educational level, peer-
guidance, economic status, mobility efficiency, state population, etc.

Digital marketing application can be uniform however impact of socio-demographic factors alters the
result. Input in terms of digital advertisements through various digital modes is similar over the states
segregated as per socio-demographic factors but output received in terms of applications received for
admissions vary from states. This shows effect of socio-demographic factors outpace the effect of Digital
marketing. Hence Digital marketing alone cannot work and it should be accompanied with other
strategies as well.

Recommendation
1) Digital marketing communication modus of operandi is a critical factor and it is back-supported by
staff. Hence, back-end team should be efficient and effective. Back-end team may not be visible
but are responsible for audio-visual signals hence are directly responsible for response from
customers.

2) Digital marketing is efficient in the approach hence customized the approach by experts can
enhance the results obtained.

3) Marketing strategies should be developed state-wise keeping in mind favorable factors for getting
positive result.

4) Digital marketing may be luring in terms of application over wide-spread area however results
may be better if accompanied with other marketing strategies preferred by target customers over
the area of operation.

Future Implications
A similar study can be conducted for online shopping portals. Hence developing strategies may be crucial
for the success of online businesses. A study may be conducted to develop suggestive strategies for

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Digital marketing application. Digital marketing advantage is ease of operation hence user-friendly
approach may be developed based on the feedback of users

References
Ahmed, R.R., Hanif, M., & Meenai, Y, A. (2015). "Relationship between Demographic and Internet Usage.
Journal of Information Engineering and Applications, vol. 5, No. 10, pp. 32-38.

Patel, J., &Bansal, A. (2018). "Effect of demographic variables on e-marketing strategies: A review".
International Journal of Academic Research and Development, vol. 3, No. 1, pp. 311-321.

Sathya, P. (2017). "A Study on Digital Marketing and Its Impact. International Journal of Science and
Research (IJSR), vol. 6, No. 2, pp. 866-868.

36
TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

ROLE OF ICT FOR WOMEN EMPOWERMENT IN

UDAIPUR (RAJASTHAN)
Ashish Adholiya*
Shilpa Adholiya**

ABSTRACT

Information and Communication Technologies are the differing set of specialized tools and assets to
make, disseminate, store, brings value addition or expansion and management of valuable data/
information. The ICT sector comprises of portions as different as media communications, TV and radio
telecom, PC equipment, software, and service benefits and electronic media, for instance, the web and
electronic mail. This paper takes a gander at the prospects developed by ICT supported systems for
women financial strengthening and overall empowerment. Socially the Indian women are still custom
bound and are in a disadvantageous position. ICTs are rising as an incredible asset for women
strengthening and empowering in a developing nation like India. It talks about the preeminent
difficulties and a hindrance stood up to by women and prescribes methodologies to address those
difficulties and intends to redo the circumstances offering to ascend to women empowerment. This
research work is intended to examine the women opinion about the role of ICT in empowering their
overall capacity and capability pertaining to the concept of empowerment. The research work
concluded that ICT role is significant in women empowerment.

Keywords: ICT, Women Empowerment, Women

Introduction
It is all around implicit that any undertaking to revamp the quality of common citizens' life in
developing nations would be incomplete without the complete empowerment and strengthening of
women in all the aspects. Information and Communication Technologies [ICTs] is innovative
contraption of specialized tools and assets to make, disseminate, store, brings value addition or
expansion, and management of valuable data/ information. The ICT sector comprises of portions as
different as media communications, TV and radio telecom, PC equipment, software and service
benefits and electronic media, for instance, the web and electronic mail. Socially the Indian women are
still custom bound and are in a disadvantageous position. ICTs are rising as an incredible asset for
women strengthening and empowering in a developing nation like India.

* Assistant Professor, Pacific Institute of Management, PAHER University, Udaipur (Rajasthan)

** Research Scholar and PGT (Commerce), Central Academy Sr. Sec. School, Udaipur (Rajasthan)

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

The capability of ICT for empowering financial capacity and efficacy, financial growth and effective
administration is very much perceived, the paybacks of ICT have been unevenly spread inside and
between nations. Destitution, the absence of education, the absence of computer or technology
proficiency and language boundaries are among the most significant components blocking access to ICT
framework, particularly in developing economies nations. Another impediment related to ICT is the
absence of its access to women.

It is usually held the view that women are less engaged in with Information and Communication
Technologies (ICTs) in comparison with men. Information and Communication Technologies are for
everybody and women must be an equivalent recipient to the focal points offered by the innovation, and
the items and procedures, which emerge out of their utilization and handling. The paybacks gathered
from the cooperative learning and ICT need not be limited to the upper strata of the general public yet
need to unreservedly stream to all the female populace. The extent of regions in which ICT can put a more
prominent switch in the hands of ladies is across the board and uninterruptedly extending. ICT in
intermingling with different types of correspondence and communication technologies can possibly
achieve those women who up to this point have not been come to by some other media, along these
lines enabling them to share in financial and social advancement and settle on an educated choice on
concerns that inuence them.

This research work is intended to examine the women opinion about the role of ICT in empowering their
overall capacity and capability pertaining to the concept of empowerment. The research work concluded
that ICT role is significant in women empowerment.

Literature Review
Arrawatia M. A. and Meel P. (2012) concluded in their study on “Information and Communication
Technologies & Woman Empowerment in India” that Information and Communication technology needs
of women, just as their ICT use, vary generally. Be that as it may, there is no perfect ICT that fits all
circumstances. Despite the fact that women are occupied with various jobs in farming, they are quick to
have information on different parts, for example, youngster wellbeing, nutrition, counteractive action
and fix of basic sicknesses, business openings and so forth. Those attempting to introduce ICTs for
women strengthening should fabricate their systems grounded on ICT utilize design and changed
information needs of rural women. Emerging a dynamic and significant substance for country women
keeps on staying as a noteworthy test. Satisfactory assets should be apportioned for this action if
benefits from assets put resources into network and equipment must be bounteously figured it out.

Padmini et. al. (2013) presented the role of mobile and other handheld technologies role in the women
empowerment. The study confirmed several uses of mobile technology by the women including the most
prominent use i.e. communication, more focus was on use of technology as learning practice which
promotes e-learning and literacy among women. The study also confirmed that mobile technology can

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

play a significant role in empowering rural women by providing them virtual training to develop skills
within them and can motivate them to become the main and integral part of the mainstream economy.

Hosseini and Manjunath (2016) led an examination on “Empowerment through ICT – Women's
Perspective in India,” reason for the investigation was to discuss the effect of information and
communication technology practices and process on the women empowerment and enrichment. The
study confirmed and concluded that ICT is good and some aspects but some crucial issues are still
unaffected that are gender inequality, employment disparities etc. Research work also confirmed that ICT
is offering greater economic and social independence to the women. It is recommended through the
study that some specific policies must be developed for pulling the participation of women in the ICT
enabled services.

Methodology
In the present research work to understand and to get the opinion of the women respondent's for the role
of information and communication technology tools and practices effect on women empowerment or
enrichment. For this purpose a well structured questionnaire was distributed among the different
background women respondents of Udaipur district of Rajasthan. The sample selected for the study was
125 women respondent citizens of Udaipur, and out of which 100 women respondents properly and
adequately responded to the devised questionnaire.

Findings and Interpretation

Locality Distribution:

Table 1: Locality Distribution of Women Respondents

Locality Frequency (N) %

Rural 35 35%

Urban 45 45%

Semi Urban 20 20%

Source: Primary Data

Out of the 100 sampled Women respondents, 35 women respondents were of rural background, 45
were from urban background, and the remaining 20 women respondents were from semi-urban
background of Udaipur.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Age Distribution:

Table 2: Age Distribution of Women respondents

Age Frequency (N) %

< 35 Years 38 38%

35 - 50 Years 42 42%

> 50 years 20 20%

Source: Primary Data

Out of the 100 sampled Women respondents, 38 Women respondents falling in the age group of < 35
years, 42 women respondents were of 35-50 Years of age group and remaining 20 were falling in the
age group of greater than 50 years age group.

Education Distribution
Table 3: Education Distribution of Women respondents

Educational Qualification Frequency (N) %

Below Graduate 45 45%
PG Level 32 32%
Professionally Qualified 18 18%
Others 5 5%
Source: Primary Data
Out of 100 sampled Women respondents, 45 Women respondents were below graduate, 32 Women
respondents were post graduate level qualified, 18 Women respondents were professionally qualified
and remaining 5 were having other qualifications than the listed qualification level.

Marital Status Distribution

Table 4: Marital Status Distribution of Women respondents

Marital Status Frequency (N) %

Married 72 72%
Unmarried 18 18%
Widow 10 10%

Source: Primary Data

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Out of the 100 sampled Women respondents, 72 Women respondents were married and 18 women
respondents were unmarried and 10 women respondents were widow.

Opinion for ICT effect on Women Empowerment

Table 5: Women respondents' Opinion for ICT effect on their Empowerment

Empowerment Positive Effect Feel Empowered

Political Empowerment 35 23

Social Empowerment 95 80

Economic Empowerment 56 46

Source: Primary Data

a. Political Empowerment: 35% of women respondents were accepting that ICT has a positive effect
on political status of women, but, only 23% women respondents showed that they feel politically
empowered due to ICT.
b. Social Empowerment: 95% of women respondents were accepting that ICT has a positive effect
on social status on women, but, 80% women respondents showed that they feel socially
empowered due to ICT.
c. Economic Empowerment: 56% of women respondents were accepting that ICT has a positive
effect on economic status on women, but, 46% women respondents showed that they feel
economically empowered due to ICT.

Women Opinion for Aspects of Life Directly Inuenced by ICT

Table 6: Women Opinion for Aspects of Life Directly Inuenced by ICT

Aspects of Life Positive Effect Feel Empowered

Wider Access to Job Market 35 23
Improved Entrepreneurship 95 80
Increased Household Income 56 46
Improved Governance Information 45 42
Increased Social Awareness 86 76
Improved Family Communication 76 70
Improved Knowledge 82 80

Source: Primary Data

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

a. Wider Access to Job Market: 35% of women respondents were accepting that ICT has a positive
effect on women access to job market, but, only 23% women respondents showed that they feel
empowered for wider access to job market due to ICT.
b. Improved Entrepreneurship: 95% of women respondents were accepting that ICT has a
positive effect on entrepreneurship status on women, but, 80% women respondents showed that
they feel entrepreneurship empowered due to ICT.
c. Increased Household Income: 56% of women respondents were accepting that ICT has a
positive effect on household income status on women, but, 46% women respondents showed
that they feel income wise empowered due to ICT.
d. Improved Governance Information: 45% of women respondents were accepting that ICT has a
positive effect on governance information status on women, but, 42% women respondents
showed that they feel governance information wise empowered due to ICT.
e. Increased Social Awareness: 86% of women respondents were accepting that ICT has a
positive effect on social awareness status on women, but, 76% women respondents showed that
they feel socially empowered due to ICT.
f. Improved Family Communication: 76% of women respondents were accepting that ICT has a
positive effect on family communication status on women, but, 70% women respondents showed
that they feel their family communication status was empowered due to ICT.
g. Improved Knowledge: 82% of women respondents were accepting that ICT has a positive effect
on knowledge status on women, but, 80% women respondents showed that they feel their
knowledge status was empowered due to ICT.

Conclusion
The above research work and frequency distribution analysis on the feedback given by the sampled
women respondents for ICT effect on women empowerment especially in Udaipur region is above
average but cannot state as completely or highly satisfactory. The most significant magnitude of women
empowerment is political empowerment, social empowerment, and economic empowerment. It was
observed that good numbers of sampled Women respondents are agreeing that they observed political
empowerment, social empowerment, and economical empowerment in their lives due to information
and communication technologies integration. About aspects of life very good responses for the positive
effects on aspects of women, lives were observed for increased social awareness, Improved Family
Communication, and Improved Knowledge from the responses given by them, and average responses
were given for Increased Household Income, and Improved Governance Information. Out of the major
empowerment magnitude. It was also concluded that women respondents are agreeing that ICT had
very significantly empowered their social life.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Reference
Arrawatia M.A. and Meel P. (2012). “Information and Communication Technologies & Woman
Empowerment in India,” International Journal of Advanced Research in Computer Engineering &
Technology (IJARCET), Vol. 1, Issue 8, PP. 99-104.

Chattu P., Salamuddeen, SK., Ummadi J., and Babu, S. (2013). “Empowering Rural Women Through
Mobile Technology,” International Journal of Computer Science and Technology, Vol. 4, Issue Spl-4,
PP. 275-276.

Hosseini S.B., and Manjunath, S.J. (2016). “Empowerment through ICT Technologies – Women's
perspective in India,” EPRA International Journal of Economic and Business Review, Vol. 4, Issue -7,
PP. 65-72.

43
TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

A STUDY ON APPLICATIONS OF INTERNET

OF THINGS IN E-COMMERCE
Chandresh Kumar Chhatlani*

ABSTRACT

Internet of Things (IoT) is emerging technology and widely recognized worldwide in various domains
including e-Governance, online business, etc. As IoT utilizes various smart devices, gadgets and other
sensing technology to recognize the physical things, it obvious has wide exposure for innovation and
research opportunities. In this paper, we analyzed the development trends of IoT applications in e-
commerce which explores how an amalgam of IoT and E-commerce can resolve a few issues in existing
E-commerce. In the e-commerce applications based on IoT, the five vital aspects are needed to be
considered, these are Customer requirement, Inventory, logistics, Payment and Return Policy. In this
research work we also studied the various issues of Things development, Security measures, internal
architecture, intelligent identification, etc.

Keywords: Internet of Things, E-Commerce, Things Development, Security Measures, Intelligent

Identification

Introduction
In these days the Internet has captured the attractiveness. The Internet is also the best place for retailing
the items. Now it has defined the new technology, that is the Internet of Things (IoT). IoT connects
numerous objects, which include cars, locks, curtains, lights, air conditioners, coffee machines, washing
machine, animals and people as well. The IoT connects things and people on a unique level; a number of
researches forecast that, although many physical things on the globe are not connected, even in this case
more than 50 billion internet-connected gadgets, tools, and other physical objects will start
communicating with each other by 2025. IoT is not only to be predicted for the root of the interaction
between devices but also machine with people. It is not on exaggeration to be presumed that we are
already entered in a novel age of ubiquity in which it is possible and potential to reshape the lines among
digital and human world, and all the things digital and human can be recognized. Therefore, a user of
things automatically has a context-aware aptitude, which is based on real-life data, and can obtain
customized semantic-based information (Y. Benkler, 2015).

To bridge the gap of the physical and digital world, sensors play an essential role to get vital information.
They accumulate data as per their structure, produce the necessary information and then raise

* Assistant Professor (Computer Science and Information Technology), JRN Rajasthan Vidyapeeth (Deemed to be University),
Udaipur (Rajasthan)

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

consciousness about the situation. (Koo. C, 2017). The development of IoT based applications reveals
that in future sensing deployment, actuation, and communication platform will be enhanced and the
amalgam of these three will produce more new facilities. However, it is necessary for a device, that it
should-understand its location, has synchronized clock, behavior of its neighbor devices while
interaction, and has a logical set of parameter settings of schedules, capacity, security, etc. in IoT.

Literature Review
IoT based applications are growing noticeably, and due to this, applications based on the Internet of
Things are becoming more complicated. There are Smartphones available, Smart Cars are available and
apart from these Smart homes and Smart Cities are being developed. We can robustly say that the
prospect technology will completely transform our daily routine and it will be handled by machines
through AI and IoT.

To understand the above, a comprehensive review of the Internet of Things (IoT) in businesses especially
in e-commerce is made, which provided a structured classification, good analysis and relevant insights
for this research and practice. The literature review identifies that the present framework of IoT based e-
businesses are focusing on environment, network and challenges for the organizations.

Business Models
E-Commerce Business Model - An E-Commerce based business model contains a series of well-
planned actions to sustain a business in the global or local marketplace. Every thriving e-commerce
business model efficiently deal with a number of elements like value proposition, revenue model, market
opportunity, market strategy, competitive environment, competitive advantage, organizational
development and management team. All these key elements have few questions behind them, like
customers are satisfied with our products or services, revenue generation, present and future financial
opportunities, preparation and planning to open new marketplaces and magnetizing more clients, A
watch on other companies offering similar products or services, completion of targets and goals,
responsibilities of management, etc. (Brady, P., 2016)

IoT based E-Commerce Business Model - An E-commerce business model can completely be
transformed through IoT, if we look into all the key elements of the existing model, all such elements will
also be transformed. Value Proposition will have the value of existing and prospects clients, more
opportunities for smarter life-style and highly customized productions and services. Revenue Model can
generate more revenue by new directions of information ow. Market Opportunity/Strategy will
construct the ecosystem integrated with IoT. End users will involve actively in designing of products.
Competitions will not only based on quality and price but also on ecosystem integrated with IoT,
standards and knowledge awareness of the products and services.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Research Methodology
This paper is based on the standards of Systematic Literature Review (SLR). The major aim of this paper is
to understand the achievements and real life benefits of Internet of Things on E-commerce by study and
analysis of the present situation of IoT on E–commerce in businesses. To realize this plan, qualitative
research was conducted from previous researches that conveys about the effects of IoT on E - commerce,
in which among these papers, case study of Indian websites were given more emphasis.

IoT Initiatives in E-Commerce

From Alibaba of china to Indianplaza, there are numerous e-commerce companies are available; most of
the e-commerce companies like [Link] have started linking with IoT since 2014 united with
machine architects and automotive producers. Many E-Com companies have also used open IoT
platforms. (Bloomberg, 2015) In the coming years, to make easy the implementation of IoT, moving
ahead toward new funding opportunities they have made partnerships with other companies also.
(Laudon, K. C., 2015)

The newly-implemented technologies have facilitated electrical devices connecting with the Internet and
permitted their end-users to manage the machines distantly and obtain ready reports through various
mobile apps. In the year 2015, a company Midea has started selling its first IoT based air conditioner.
Midea has chosen such A.C.s will be distributed by e-commerce companies Tmall and Alibaba. End-users
were capable to start, stop and adjust temperatures of their A.C.s through a mobile app. From this app
they could also generate the operation reports. (Want China Times, 2014).

Generally in various companies, the IoT Platform comprises of following elements:

 A Platform for Sales & Marketing A Platform for Databases

 A Platform for Cloud based utilities A Platform for Interconnection

 A Platform for Developers

By offering this infrastructure, an e-commerce business allows partners to make attention on innovations
in the business and extends innovations to their customers faster. E.g., Internet-Connected Cars can be
included as an element of E-commerce Company's Cloud O.S. The same can be applied for LED lights, etc.
(Baskaran A., 2019)

To implement IoT based equipments efficiently, an E-commerce company may set-up two new business
divisions, first is automotive business unit and other is smart living business unit. The automotive
business unit is to improve and linking big data like Hadoop to store transaction history as well as details
of products. The smart living business unit may integrate various smart electronic appliance sections. It
will also enable manufacturers and merchants to promote the selling of their products with built-in
internet components. (Chapuis, C., 2017)

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Issues and Their Resolution Related to the Internet of Things

There is no doubt that technology has made our life easier. In the world, every technology is growing
drastically and accordingly needs of end-users are also increasing. Therefore, issues of information
privacy are also augmenting as well. The issues of IoT can be categorized as follows:

1. Security related issues 2. Employment related issues 3. Dependency related issues

The very first issue is security. Hackers are also modifying their brain according to technological
enhancement. There are a number of hackers are available on social media also. In my case studies, I
found numerous issues of information security like risks of malicious management of the device, damage
of devices, data stolen, etc. (McKinsey, 2017). The second utmost issue is related to employment. This is
directly connected with our society. The organizations have to pay employees and to cut down such cost
they may use machines. IoT would also result in improved unemployment, as devices will replace
humans, (Aliyun, 2015). There is the time of omnipresence of IoT and one can see people and processes
are depending exceedingly on the internet. Therefore, this is undoubtedly a huge challenge for future IoT.
(Laudon, K. C., 2015)

Addressing the issues related to IoT is the interest of researchers now-a-days. However, the individual
issue may require individual type of healing, from removing the malicious code to re-architecture of the
application. Significant support for devices is also essential. Encrypting data, secured authentication,
and fool-proof system is also required. The upcoming IoT ought to capable to put together every
stakeholder, like people, seller, enterprises, government policy makers. (Computer Business Review,
2015)

Conclusion
The attempts prepared by the e-commerce giants like Alibaba, Flipkart, Amazon, Snapdeals, etc have
contributed hugely in the utilization of possible business breaks related to IoT in the past years and it is
expected that this tendency will be completely prolonged in coming years. By integrating ofine things in
the present business model of e-commerce, the arrival of IoT is swapping the today's online business.
The IoT is engendering an unparalleled quantity and quality of data and information. Online businesses
are together building IoT ecosystems and would be constantly transforming their raw data into precious
information. This is becoming a foundation for IoT based economics. Furthermore, the introducing of big
data is also one of the movements that are controlling and integrating with the today's e-commerce sites.
The amalgam of the enormous quantity of data into particular consolidated knowledge is a big interest of
end-user. Moreover, the appearance of smart machines is amplifying drastically, by which an e-
commerce company is becoming capable to be accessed globally.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

STOCK MARKET ANAMOLIES: A CALENDAR EFFECT

IN BSE SENSEX & NSE INDEXES
Chintan A. Shah*
Hitesh Parmar**

ABSTRACT

The anomalies of the financial markets are time-series and transversal time-series schemes which are not
foreseen by a vital paradigm or theory. According to the Efficient Market Hypothesis, security prices fully
reect all the required info available in the market. This research paper aims to investigate the existence
of Day Effect in BSE SENSEX and NSE Index the Monthly Effect, year effect and test of Holiday Effect for
BSE SENSEX and NSE Index. The need for the present study arises because the effect of Calendar
Anomalies may hike or depress the share price on specific days, week and month as compared to the
mean and its return. The present study aims to carry out the evaluation of anomalies and its effect on the
average returns during the period from 1st January, 2009 to 31st December 2016. Daily closing price of
BSE SENSEX and NSE Index are selected. Secondary data collected from various published records are
systematically arranged, classified, tabulated, analyzed and interpreted by using appropriate statistical
tools and techniques. Under the area of research and methodology the research employs the descriptive
research design as it describes the calendar anomalies. Software's like Excel , SPSS, Minitab and E-Views
were used as the tools for data analysis. These Calendar Effects are trends seen in stock returns, where
the returns tend to high or low on a particular day or month as compared to the mean. They are called
Anomalies because they cannot be explained by traditional asset pricing models and they violate the
weak-form of market efficiency.

Key words: Calendar Anomaly, Efficient Market Hypothesis, BSE SENSEX, and NSE Index

Introduction
The anomalies of the financial markets are time-series and transversal time-series schemes which are not
foreseen by a vital paradigm or theory. According to the Efficient Market Hypothesis, security prices fully
reect all the required info available in the market. A market is operative with a given set of required
data/information if it is impossible to have abnormal return adjusted for the risk and cost of the
transaction by share trading on the basis of that available data and information. Fama divided the
market into three different levels of efficiency they are - Weak Form Efficiency, Semi-Strong Form
Efficiency, Strong Form Efficiency.
* Assistant Professor, Bhagwan Mahavir College of Business Administration (BBA) Vesu.
** Assistant Professor, Department of Business Management (MBA), Sardar Patel University, Vallabh Vidhyanagar

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Market anomalies are market models that appear to lead to anomalous returns more often than not, and
because some of these models are based on the information contained in the financial reports, market
anomalies pose challenges to the semi-strong form of EMH and they indicate that fundamental analysis
has a certain value for the individual investor. The anomalies that are related to a particular moment are
called calendar effects. Some of the most popular calendar effects include the effect of the weekend, the
effect of the end of the month, the effect that changes the year and the effect of January.

The study relates to the problem of evaluating the existence of calendar anomalies is a denial of the frail
form of the efficient market hypothesis that positions that the returns of shares are invariable over period,
which means that there is no short-term foreseeable model in the returns of the shares for seasonal
pattern or calendar anomalies in the act of securities indicates that a market is incompetent and investors
should be able to obtain anomalous returns. This is the reason why the researcher was interested in
finding out the being of anomalies of the calendar in the returns of the shares in diverse markets.

Investors worry about market efficiency, investor timing and market integration with other established
republics. The present study would be useful for the investor, traders and arbitrageurs who could
formulate profitable business strategies if they were able to predict the behavior of the share price with
complete info on such anomalies. If financiers can identify a particular form of volatility, it would be
easier to make the investment decision based on returns and risks. Previous studies have not provided
satisfactory information to readers and users in general and to market contributors in particular.
Anomalies that are linked to a particular time are called calendar effects. Some of the most popular
calendar effects include the weekend effect, the turn-of-the-month effect, the turn-of-the-year effect and
the January effect.

Literature Review
Holiday Effect is one of the factors that inuenced Sensex Returns in the Indian market, which was
studied by Shankar G. and Kallarackal T. (2016) examine the festive effect in the BSE Indian BSE Indices.
Data collected by BSE sensex from December 31, 2009 to December 28, 2015. This survey considered the
return of sensex after the holidays and after the holidays and the inuence of six national holidays
considered for the study. Data collection for this study is secondary information. With the help of
Wilcoxon, the signed-rank test of the nonparametric statistical hypothesis test is used to compare the
two related samples. The study found that there is a significant change in the sensex returns after the
holidays compared to the sensex returns before the holidays.

Day of the week is one of factor that affected return was studied by Allan MuchemiKuria and Dr. George
KamauRiro (2013), surpassed that the time interval between the end of the week and Nairobi Securities
Exchange (NSE). Malavalli N. and Satyanarayana S (2015) examined the anomaly effect of the Week Day
in the emerging stock market in a developing economy such as India and Prateek V.(2016) BSE indices in
India in 2016 and found that Investors are more worried about which day of the week is the best day for

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

the exchange. The researcher found that BSE Sensex does not show the effect of the "Day of the week"
effect or seasonality. The index is efficient and there is no anomaly in effect on the day of the week in the
Indian stock market. It was also discovered that Monday yields and Friday returns are not significant
compared to other days of the week. (Prateek V., 2016). Several hypotheses have been formulated with
the ANOVA model for the study. The analysis shows the presence of the day of the effect in the NSE. (Allan
Muchemi, Dr. George, 2013).

Efficient market hypothesis (EMH) is considered to be the bedrock of Market theories on based on the
assumptions and are formulated for no arbitrage opportunities, independent and identically distributed.
This study examined the existence of the day effect in Indian IT sector. (Sudarvel, J., [Link],
Velmurugan, D. R., &Dharmaraj, D. A. (2015)) in their studies found the daily return of BSE IT Index fo6r
the duration September 2005 to March 2015 for the analysis and its effect. Researcher used descriptive
statistics and OLS regression model to study the day of the week effect. The finding confirmed that there
was no week effect in Indian BSE IT Index.

Holiday Effect is one of the factors inuencing Sensex Returns in the Indian market. Pathak M. (2013)
studied to examine the effect of the seasonality of the market (effect month of the year and of the day of
the week) in India market for the S & P CNX Nifty (NSE) and Debasish, SS (2012) in particular for the IT
sector. The analysis periods for the study were from 1 April 2002 to 31 March 2012 and 3 November,
1994 to 31 December 2010. Secondary data from the official website of the NSE were collected and were
used daily price series of seven selected IT companies. The study uses KruskalWalis test and one-way
ANOVA (Pathak, 2013) and the week checks the day and month regression coefficient of effect, and for
the analysis of the Kruskal Wallis business strategy (Debasish, 2012). Seasonality was not present in the
Indian stock market (Pathak, 2013). The study found that the seven computer companies demonstrated
the effect of the day of the week mainly seen on Monday, Tuesday or Wednesday. Only in two IT
companies, Patni and Wipro had a significant effect on Thursday. Likewise, it was found that the tests of
the week effect of the month are produced mainly in the first week, the second week or third week of the
month (Debasish, 2012).

Research Methodology
Statement of The Problem

The existence of calendar anomalies is a denial of the frail form of the efficient market hypothesis that
positions that the returns of the shares are invariable over period, which means that there is no short-
term foreseeable model in the returns of the shares of the seasonal pattern or calendar anomalies in the
act of securities indicates that a market is incompetent and investors should be able to obtain anomalous
returns. This is the reason why the researcher was interested in finding out the being of anomalies of the
calendar in the returns of the shares in diverse markets. Such trends or consistent patterns occur at a
regular interval or at a specific time in a calendar year. It is against this background that an attempt has

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

been made in this study to examine Calendar Anomalies in the BSE SENSEX and NSE Index afresh so as to
remove the ambiguity in results if any.

Objectives of The Study

The study aims at understanding the Calendar anomalies effect on NSE Index and reason for its
occurrence.

1. To investigate the existence of Day of the Week Effect in the BSE & NSE.

2. To identify the Monthly Effect in BSE & NSE Indices.

3. To test Holiday Effect in the BSE & NSE.

Under the area of research and methodology, the research employs the descriptive research design as it
describes the calendar anomalies. Against this background, this study considered the following two
indices as sample selection, namely BSE SENSEX and NSE Index. The present study is mainly depended
upon Secondary Data and used daily index closing values as the main source of data. The required
information of every day's closing values was collected through official websites of respective stock
exchanges in India like ([Link] and [Link]). The present study covered a
period of 8 years of data i.e. from 1st January 2009 to 31st December 2016. Software's like Excel, SPSS,
Minitab and E-Views were used as the tools for data analysis.

Data Analysis and Interpretation

Tests of Normality:
Ho: The data are normally distributed.
Ha: The data are not normally distributed.

The tests of normality for BSE RETURN and NSE RETURN. For BSE RETURN, KS
Statistics=0.065,p=0.000(<0.05) and SW Statistics = 0.919, p=0.000(<0.05) hence Ho can be
rejected at 5 percent level of significance. For NSE RETURN KS Statistics=0.062,p=0.000(<0.05) and
SW Statistics = 0.922, p=0.000(<0.05) hence Ho can be rejected at 5 percent level of significance.
Hence it can be concluded that the data are not normally distributed.

Objective : To Investigate the Existence of Day Effect in BSE SENSEX and NSE Index

The descriptive statistics of day wise BSE Sensex return from 1st January 2009 to 31St December 2016. It
can be seen that Thursday gives highest mean return (0.1831) with standard deviation of 1.79. All
returns from Monday to Friday are found positive. Though Thursday is giving highest mean return, but it
is also having highest standard deviation (1.79) indicating highest uctuation among the all days.
Wednesday is found least uctuating day as compared to all other days and is providing second highest
return.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

The descriptive statistics of day wise NSE Index return from 1st January 2009 to 31St December 2016. It
can be seen that Friday gives highest mean return (0.0958) with standard deviation of 1.16464. All
returns from Monday to Friday are found positive accept Tuesday. Though Friday is giving highest mean
return, but it is also having highest standard deviation (1.16464) indicating highest uctuation among
the all days. Wednesday is found least uctuating day as compared to all other days and is providing
second highest return.

Objective : To Check the Turn of the Month Effect Prevailing in Stock Market

The descriptive statistics of Monthly return for BSE SENSEX from 1st January 2009 to 31St December
2016. It can be seen that September gives highest mean return (0.2132) with standard deviation of
1.1987. All returns are found positive accept January, February, August and November. Though may is
giving average mean return, but it is also having highest standard deviation (1.9875) indicating highest
uctuation among all the months. December is found least uctuating month as compared to all other
month.

The descriptive statistics of Monthly return for NSE Indexes from 1st January 2009 to 31St December
2016. It can be seen that March gives highest mean return (0.2177) with standard deviation of 1.2664
All returns are found positive accept January, February, August and November. Though may is giving
good mean return, but it is also having highest standard deviation (1.9412) indicating highest
uctuation among the all months. December is found least uctuating month as compared to other
months.

Objective: To check the Holiday Effect on BSE Sensex& NSE Index

To achieve this objective, Wilcoxon signed rank test was performed. Friday data were considered as
before and Monday data were considered as after. The detail results are discussed below.

Hypothesis
Ho : There is no Holiday effect in BSE Sensex& NSE Index.

H1 : There is Holiday effect in BSE Sensex&NSE Index.

The results of the wilcoxon sign rank test. The negative mean rank =193.97 and positive meanrank =
191.12, z = -0.405 and p=0.686(>0.05) Hence Ho cannot be rejected at 5 percent level of significance.
So, it can be concluded that there is no holiday effect on BSE Sensex index.

The results of wilcoxon sign rank test. The negative mean rank = 199.39 and positive meanrank
=186.42, z = -0.492 and p=0.686(>0.05) Hence Ho cannot be rejected at 5 percent level of
significance. So, it can be concluded that there is no holiday effect on NSE index.

Objective: To Identify Monthly Effect In BSE Sensex & NSE Index

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Ho- There is no month of the Year Effect in BSE Sensex & NSE Index

H1- There is month of the Year Effect in BSE Sensex & NSE Index

The result of Krushkal-Wallis test for significant difference in the monthly average return of BSE sensex
Index from January 2009 to December 2016. KW=9.58, df=11 and P=0.56(>0.05). Hence Ho cannot
be rejected at 5 percent level of significance. Hence, it can be concluded that there is no month of the year
effect in BSE Sensex index. The result of Krushkal-Wallis test for significant difference in the monthly
average return of NSE Index from January 2009 to December 2016. KW=9.57, df=11 and
P=0.569(>0.05). Hence Ho cannot be rejected at 5 percent level of significance. Hence it can be
concluded that there is no month of the year effect in NSE index.

Findings
Findings (BSE)

 The study found that the highest return (0.5544) was recorded on Friday in the year. By analyzing the
data of 8 years BSE has given an average positive return on Wednesday only. and highest decrease
the return on Thursday and Friday was (-0.3154) year of 2011.

 The study found that the highest mean return (0.1831) recorded on Thursday with the Standard
deviation of 1.79281. It is to be noted that all the returns of Monday, Tuesday, Wednesday, and other
rest of the days are positive.

 It is advised to buy the Investors share on Monday and sell on Wednesday.

 This clearly states that the Market was more volatile on Thursday and least volatile on Wednesday
during the study period.

 The study found that the highest mean return (0.2132) in the month of the September followed by
March (0.2120) with the Standard deviation of (1.1984). The Highest mean return is Observed in the
Month of March and September (-0.099).

 The Highest mean return is Observed in the Month of March and September.

 The market was more volatile in the month of May along with Jan month.

 The P value (0.689) is Greater than 0.05 we fail to reject the Ho. It shows that there is no Holiday
effect on BSE Sensex index.

 The study found that the Chi-square statistic is 0.421 and the associated significance is 0.981 (which
is higher than 0.05). The null hypothesis is not rejected and we can say that the average index returns
of BSE are different at least one day of the week is by chance. Simply the average stock returns of BSE
are equal on all days of the week or there is no daily effect.

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 The study found that the Chi-square statistic is 9.062 and the associated significance is 0.616 (which
is higher than 0.05). The null hypothesis is thus not rejected and we can say that the average index
month returns of BSE are different at least one month of the year is by chance. Simply the average
stock returns of BSE are equal on all month of the year or there is no year effect in BSE.

Findings (NSE)
 The test statistics are shown in the table. Here a test for normality is run. The p-value is 0.000. We can
reject the null hypothesis and conclude that the data is not normal distributed.

 It is advised to Buy the Investors share on Monday and sell on Wednesday.

 The study found that the NSE index earned maximum mean return (0.0958) recorded on Friday with
the Standard deviation of 1.16464. It is to be noted that all the returns of Monday, Wednesday,
Thursday and Friday are positive.

 According to descriptive analysis, found that the NSE index earned maximum mean return (0.5464)
was recorded on Friday in the year 2009. By analyzing the data of 8 years NSE have given average
positive return on Wednesday only. And highest decrease the return on Thursday and Friday was (-
0.2964) year of the 2011. This proves the study conducted by I M Pandey in 2002 that Wednesday
gives best return.

 The highest value of Standard deviation (1.57643) was recorded on Monday during the study period.
This clearly states that the Market was more volatile on Monday and least volatile on Wednesday
during the study period.

 Highest monthly mean return (1.3301) was in the month of May, and in the month of October it was
lowest (-0.3739). As compare to it the mean return on which was negative in the month of January,
February, August and December respectively.

 The Highest mean return is Observed in the Month of March and May.

 The market was more volatile in the month of May along with January month.

 The P value (0.623) is Greater than 0.05 we accept the Ho. It shows that there is no holiday effect on
NSE Index.

 The statistics of Kruskalwalis is (P Value =0.569) which shows that medians not are equal on all the
months of the year. In other words there is no pattern of year effect Exist in the NSE Index.

Conclusion
The Present study investigated the existence of the day effect (Calendar Anomalies) on BSE and NSE
indices. The study analyzed the calendar anomaly in BSE Sensex and NSE return for the study period. The

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study found that there was positive mean return recorded for all days of the week except Tuesday and
highest mean return was recorded on Thursday in BSE and Friday in NSE, and lowest mean return
recorded on Tuesday in both indices. The monthly analysis found that the highest mean return was
recorded in the month of September in BSE and March in NSE, and lowest return recorded in the month of
February in both indices.

To find out the holiday effect, the daily return of Friday and Monday has been calculated. T-test has been
used to test the hypothesis that there is no holiday effect. We found that there is no holiday effect. We do
not find any holiday effect on the return. It may be a positive signal for investors' psychology. The results
of the study suggest that in most of the case calendar anomalies are not present in Indian stock market.

For the BSE Sensex, It was found that all the returns of Monday, Tuesday, Wednesday and other rest of the
days are positive. The highest value of Standard deviation was recorded on Thursday during the study
period. The Market was more volatile on Thursday and least volatile on Wednesday during the study
period. The return is positively skewed on Monday, Tuesday, Thursday and Friday while negatively on
and Wednesday. The monthly analysis found that the highest mean return is observed in the Month of
March and September. The highest value of Standard deviation was noted in the month of May during
the Study period. The return is positively skewed in Mar, Apr, May, Oct, Nov, and Dec, while negative on
Jan, Feb, June, Jul, Aug, Sep. The kurtosis was positive for every return of the month.

For the NSE, The day wise analysis found that the all the returns of Monday, Wednesday, Thursday, and
Friday are positive. The highest value of Standard deviation was recorded on Monday during the study
period. That the Market was more volatile on Monday and least volatile on Wednesday during the study
period. The Day wise return is positively skewed on Monday and Friday while negatively on and Tuesday,
Wednesday, and Thursday. The monthly analysis found that the highest mean return is Observed in the
Month of March and May. The highest value of Standard deviation was noted in the month of May during
the Study period. The return is positively skewed in Mar, Apr, May, Oct, Nov, and Dec, while negative on
Jan, Feb, June, Jul, Aug., and Sep. The kurtosis was positive for every return of the month.

The study examines the days of the week effects in the return of BSE and NSE indices. The study analyzed
the calendar anomaly in BSE Sensex and NSE returns for the study period. Normality test has been
calculated. Daily return of BSE and NSE indices are not normally distributed. So we proceed to the non-
parametric test. Kruskal Wallis Test (ANOVA) has been used to test the hypothesis that we can say that the
average index returns of BSE and NSE are different at least one day of the week is by chance. Simply the
average stock returns of BSE and NSE are equal on all days of the week or there is no daily effect. The
study found that the average index returns of BSE and NSE are different at least one day of the week is by
chance. Simply the average stock returns of BSE and NSE are equal on all days of the week or there is no
daily effect.

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Suggestions
Based on the Research, the Followings are Some Suggestion for the Investors:

 From the analysis of the day of the week effect, it is suggested to the trader/financer may buy the
share on Monday and sell the share on Friday because they may be the better return on other days of
the week.

 Analysis of month of year effect, it is suggested that highest return of mean (BSE) in the month of
September and mean (NSE) month of March. Hence we can say that seller want to share the share in
case of BSE and NSE for the better return than September and March could give better profit.

 Based on the finding, it is suggested to the investor to sell the security on pre-holiday and wait to a
buy share on post-holiday. Also, investors have to prepared plan for buying.

 The existence of turn of the month effect of market anomalies in Indian stock market is against the
theory of market efficiency, which is an alarming situation. The policymakers may make appropriate
arrangement to control this calendar anomalous behaviour of the market to protect the interest of
buyer and seller.

 The implication of acceptance of weak and semi strong form of efficiency for buyer and seller is that
they have to adopt a risk-free return strategy by holding a well-diversified portfolio while investing in
the stock market.

References
Articles:

Abul, B. S., &Sadorsky, P. (2006). Day-of-the-week effects in emerging stock markets. Applied Economics
Letters, 13, [Link]: 10.1080/13504850600825238*

Allan, M. K., &George, K. R., (2013). Stock Market Anomalies: A Study of Seasonal Effects on Average
Returns of Nairobi Securities Exchange- Research Journal of Finance and Accounting, 4 (7), 207-
[Link] on 25-4-2016.

Nageswari, P., Selvam, M., &Karpagam, V. (2011). An Empirical Analysis of Semi-Monthly Effects:
Evidence from the Indian Stock Market. Management in the Age of Innovation – NCM, Ed. By Sheik
Mohamed, Jamal Institute of Management. ArunVasam Publishers, Tiruchirappalli, 312-316.

Malavalli, N.,&Sathyanarayana, S. (2015). An Analysis of the Day-of-the-Week Effect in the Indian Stock
Market: Evidence from Bombay Stock Exchange. UshusJBMgt., 14(1), 93-108. Doi:
10.12725/ujbm.30.5*

Pandey,I.M. (2002). Is There Seasonality in the Sensex Monthly Returns?. [Link] from

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

[Link]
nthly_Returns.

Pathak, M. (2013). Stock Market Seasonality: A Study of the Indian Stock Market (NSE). Paripex - Indian
Journal of Research, 3(2), 201-203. accessed on 14-4-2016 with Journal DOI :
10.15373/22501991

Selvarani, M., &Leena, J. (2009). Calendar Anomalies in the National Stock Exchange (NSE) indices. The
ICFAI Journal of Applied Finance, 15(1), 56-67.

Shankar G. and Kallarackal T. (2016). A Study of Holiday Effect on Sensex Returns in the Indian Market,
International Journal of Research in Finance and Marketing (IJRFM), 6 (11), 63-68. Retrieved from
[Link] accessed on 28-6-
2017.

Verma, P. (2016). An Empirical Analysis of Day of the Week Effect in BSE BANKEX, International Journal of
Management & Business Studies, IJMBS, 6(3), 35-39. retrieved from
[Link]

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A PRAGMATIC STUDY ON ACQUISITION AND

IMPLEMENTATION OF THE INFORMATION AND
COMMUNICATION TECHNOLOGY AND ITS IMPACT ON
ORGANISATIONAL PERFORMANCE IN STAR RATED
HOTELS OF INDORE AND BHOPAL
Arjoo Bakliwal*
Rahul Vyas**

ABSTRACT

Hotel industries are progressively becoming a vital part of the economies of both developed and
developing countries In recent years, the acquisition and implementation of ICT among hotel industry
has inwardextraordinaryawareness as aaggressive strategy for their justifiableprogress This paper
investigates the marvel of business transformation in digital era . The population on which the research
is based consists of star rated hotels in Indore and Bhopal region. In other words, focus is on the
transformation of business model from brick-and-mortar to e-commerce. This study investigate the
acquisition and implementation of ICT by the star rated hotels in Indore and Bhopal region of India
focusing more on the level of implementation, benefits and challenges of e-business. Convenience
sampling was done from the star rated hotels located in Indore and Bhopal. The data was collected
through primary survey conducted personally by the researcher using a structured questionnaire. The
survey was designed to test the research hypotheses and validate the research model. Regression
Analysis was carried out to test the hypotheses. Path coefficients were studied for the acceptance or
rejection of the hypotheses. SPSS was used for the purpose of data analysis.

Keywords- ICTS, Business Transformation, Hotel Industry, Business Model

Introduction
The fast development and commercialization of Information and Communication Technologies (ICTs)
intended for the travel and tourism industry have provoked hotels and other enterprises in this sector
gradually adopt these technologies. This is based on the anticipation that the new ICT based
technologies and processes would escort to an enhancement in their competencies. The ICT based

* Research Scholar PAHER University, Udaipur (Rajasthan)

** Director, Pacific School of Law, PAHER University, Udaipur (Rajasthan)

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products and processes aid the hotels to enhance the operating efficiency, improve the service skill as
well aoffer a means to access markets on a global basis. Businesses in the industry, however, face the
challenges of insufficient network infrastructure, lack of effectual e-legal regime, Lack of security and
trust for online transactions, the lack of websites and lack of wide exploitation of online payment
systems. However, as in the case of other sectors, the rate of acquisition of ICTs has been establishing to
be reasonably uneven across the hotels. E-business involves conducting business activities via
Information and Communication Technologies (ICT). This research work seeks to study the acquisition
and implementation of ICT by the star-rated hotels in Indore and Bhopal region of India.

Significance of the Study

From social media to smart-phones and automatic check-ins, Information and Communication
Technology possessions even the smallest areas of the industry. CT applications are evolving at an ever
more rapidly pace and industries have to become accustomed quickly to keep ahead of the curve, or else
risk falling behind the competition. Digitalisation and aspiration of hotel managers to act upon best in
the field have augmented competitiveness and consequential pressure. It has become critical and
complicated to control human behaviour and channelizing it into correct track. It is a general fragmentary
application practiced by managers in hotels to amend organisational structure, utilize motivational
theories, use diverse leadership styles to smooth the progress of positive working environment which
will lead to the configuration of strong organisational performance and escalation. It will assist the
industry professionals for convention of ICT to improve organisational performance. It will facilitate the
organisations to perk up their performance. It will guide the scholar's and others those who are
interested in conducting similar researches.

Objectives
 To identify the factors responsible for the acquisition and implementation of ICT in the Hotel Industry.

 To investigate the effect of acquisition and implementation of ICT level on organisational

Performance of the star rated hotels of Indore and Bhopal.

 To suggest the managerial implications for improving the organisational performance by using ICT tools.

Hypotheses
H1 : Competitive Pressure is ainterpreter of Acquisition of Information and Communication Technology
(ICT) in Hotel Industry.

H2 : Top Management Support is ainterpreter of Acquisition of Information and Communication

Technology (ICT) in Hotel Industry.

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H3 : Organisation'sarea is ainterpreter of Acquisition of Information and Communication Technology

(ICT) in Hotel Industry.

H4 : Social impact is ainterpreter of Acquisition of Information and Communication Technology (ICT) in

Hotel Industry.

H5 : Compatibility is ainterpreter of Acquisition of Information and Communication Technology (ICT) in

Hotel Industry.

H6 : Complexity is ainterpreter of Acquisition of Information and Communication Technology (ICT) in

Hotel Industry.

H7 : Government Support is ainterpreter of Acquisition of Information and Communication Technology

(ICT) in Hotel Industry.

H8 : There is a significant impact of ICTAcquisition on Organisational Performance in Hotel Industry.

Research Methodology
Sample Size

The Sample size was 220 respondents to accumulate the number of variables requirement.

Sources of Data

The sources of data adopted for the study are both primary and secondary data

Secondary Data

The researcher serene information is significant to the subject from various accessible books, articles,
journals, periodicals, industry reports, magazines, press/media publications, published and unpublished
sources.

Primary Data

The primary data was collected by using a structured questionnaire.

Research Tools and Techniques

To validate the questionnaire, Factor Analysis was done. Regression Analysis was done to investigate the
hypotheses. Path coefficient was deliberate for the acceptance or rejection of the hypotheses. To analyse
the data Ms-excel and SPSS was used.

Data Interpretation
Collection of Data

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In these 2star rated, 3 star rated,4 star rated and 5 star rated hotels out of the total target sample, 10 was
the target sample for 2 star rated hotels, 50 for3 star rated hotels, 100 for 4 star rated hotels and 140 for5
star rated hotels. From these target samples 7, samples were received from 2 star rated hotels, 49 from 3
stars rated hotels, 80 from 4 stars rated hotels and 98 from 5 stars rated hotels. A total of 243 samples
were received, out of which 5 usable responses were found from 2 star rated hotels, 45 from 3 stars rated
hotels, 66 from 4 stars rated hotels and 98 from 5 stars rated hotels. Thus 214 usable responses were
received. Thus from the total target sample, 71.3 % usable responses were found.

Table : Data Collection

[Link] Star –Rated Target Sample Usable

Hotels Sample Received Response

1 2 10 7 5

2 3 100 80 66

3 4 50 49 45

4 5 140 108 98

Total 300 243 214

Source : Primary Data

Hypothesis Testing
 H1: Competitive Pressure is a interpreter of Acquisition of Information and Communication
Technology (ICT) in Hotel [Link] t-statistics for the empathy is 3.993 (p-value<0.05 and the
beta is .314. Therefore, there is sufficient evidence to conclude that the Competitive Pressure does
inuence Organisational Performance in Hotel Industry. Hence, H1 is accepted.

 H2: Top Management Support is a interpreter of Acquisition of Information and Communication

Technology (ICT) in Hotel Industry .the t-statistics for the empathy is 2.763 (p-value<0.05 and the
beta is .352. Therefore, there is sufficient evidence to conclude that the Top Management Support
does inuence Organisational Performance in Hotel Industry. Hence, H2 is accepted.

 H3: Organisation's area is a interpreter of Acquisition of Information and Communication

Technology (ICT) in Hotel Industry. The t-statistics for the empathy is 0.984 (p-value>0.05) and
the beta is .134. Therefore, there is sufficient evidence to conclude that the Organisation's area
does not inuence Organisational Performance in Hotel Industry. Hence, H3 is accepted.

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 H4 : Social Impact is a interpreter of Acquisition of Information and Communication Technology

(ICT) in Hotel Industry. The t-statistics for the assurance is -.848 (p-value>0.05) and the beta is -
.033. Therefore, there is sufficient evidence to conclude that the Social Impact does not inuence
Organisational Performance in Hotel Industry. Hence, H4 is rejected

 H5: Compatibility is a interpreter of Acquisition of Information and Communication Technology

(ICT) in Hotel Industry .the t-statistics for the Compatibility is 2.307 (p-value 0.05) and beta is
.143. Therefore, there is sufficient evident to conclude that the Compability does inuence
Organisational Performance in Hotel Industry. Hence, H5 is accepted.
 H6: Complexity is a interpreter of Acquisition of Information and Communication Technology
(ICT) in Hotel Industry As shown in the table of coefficients summary, the t-statistics for the
responsiveness is 5.422 (p-value>0.05) and beta is .108. Therefore, there is sufficient evident to
conclude that the Complexity does not inuence Organisational Performance in Hotel Industry.
Hence, H6 is rejected.
 H7: Government Support is a interpreter of Acquisition of Information and Communication
Technology (ICT) in Hotel Industry .the t-statistics for the empathy is 2.474 (p-value<0.05) and
the beta is .154. Therefore, there is sufficient evidence to conclude that the Government Support
does not inuence Organisational Performance in Hotel Industry. Hence, H7 is accepted.
 H8: There is a significant impact of ICT Acquisition on Business Performance in Hotel Industry.
The t-statistics for the empathy is 2.253 (p-value and the beta is .219. Therefore, there is sufficient
evidence to conclude that there is a significant impact inuence OrganisationalPerformance in
Hotel Industry. Hence, H8 is accepted.

Results
There were 8 hypotheses of Acquisition of ICT and their impact on Organisational performance in the
hotel industry; six of them have been accepted at 95% level of significance. Two of the hypotheses could
not be supported in the study, they are- 'Complexity' and ' Social Impact', are not supported in the study
as the interpreter of Acquisition of ICT and their impact on organisational performance in the hotel
industry. Thus 'Compatibility', 'Organisation's Area', 'Top Management Support', 'Competitive Pressure'
and 'Government Support' are the interpreters of Acquisition of ICT in Hotel Industry and further
ICTAcquisition leads to high organisational performance in the hotel industry.

Findings of the Study

The study findings indicated that implementing ICT in the hotel industry has resulted in decreased costs,
greater productivity, increased revenues, enhanced service quality, and better guest contentment.

Results for Competitive Pressure and Information & Communication Technology (ICT) : Survey: Findings

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of the survey research presents that the variable has a contribution of .314 % in the overall model fit
which states that this variable contributes to 31.4% towards Acquisition of ICT in the hotel industry. Our
study findings confirm that competitive pressure is a significant interpreter of organisational
Performance using ICT tools. The boost in market rivalry deliberation has a incredible effect on the
competitive performance of a firm.

Results for Top Management Support and Information & Communication Technology (ICT): Survey: Top
management is the most imperative factor that can supply or inhibit the accomplishment of technology
innovation among business organizations. Findings of the survey research present that the variable
alone has a contribution of .352% in the overall model fit which states that this variable contributes to
35.2% towards the acquisition of ICT in the hotel industry.

Results for Organisation's Location and Information & Communication Technology (ICT) : Survey:
Findings of the survey research presents that the variable has a contribution of .134% in the overall
model fit which states that this variable contributes to 13.4% towards Acquisition of ICT in hotel industry.

Results for Social Impact and Information & Communication Technology (ICT): Survey: The variable was
rejected as an outcome of survey findings as the value for level of significance was 0.397 and as per the
statistical acceptance the widely used level of significance should be below 0.05. Thus the variable was
not supported in the survey findings. Social inuence towards acquisition of ICT in hotel industry is
among the least considered phenomena in the ICT studies. In this study, we found that social inuence is
insignificantly towards the acquisition of ICT in hotel industry. This means that our study does not endow
with enough substantiation to show that social inuence is positively related towards acquisition of ICT
in hotel industry.

Results for Compatibility and Information & Communication Technology (ICT) : Survey: Compatibility of
ICT has a contribution of .143% in the overall model fit which states that this variable contributes to 14.3
% towards acquisition of ICT in hotel industry.

Results for Complexity and Information & Communication Technology (ICT) : Survey: The variable was
rejected as an outcome of survey findings as the value for level of significance was 0.173 and as per the
statistical acceptance the widely used level of significance should be below 0.05. Perhaps mainly the
hotel firms in India are not conscious of the complexities allied with the acquisition of advanced ICT
because they have not been bare to such technologies.

Results for Government Support and Information & Communication Technology (ICT): Survey: Findings of
the survey research presents that the variable alone has a contribution of .154 % in the overall model fit
which states that this variable contributes to 15.4% towards Acquisition of ICT in hotel industry. Our
study findings authenticate that Government Support is a significant interpreter in Acquisition of ICT
tools.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Results for Information & Communication Technology (ICT) and Organisational Performance: Survey:
Findings of the survey research presents that the variable alone has a contribution of .219 % in the
overall model fit which states that this variable contributes to 21.9% towards achieving high business
performance in hotel industry using ICT tools. Study findings validate that ICT Acquisition is a significant
interpreter of high Organisational Performance in hotel industry in Indore and Bhopal region of India.

Limitations
 The sample survey was drawn only from Indore and Bhopal.

 Few respondents avoided participating in the questionnaire survey due to their busy
schedule.

 The responses are based on the perception of the respondents. With the passage of time,
people's opinion towards ICT Acquisition for hotel industry might change.

Recommendations
 It is recommended that out of the total investment, entrepreneurs should dispense a fixed
percentage of speculation for the ICT since it is predictable through the research that effectual
use of ICT leads to boost in efficiency and utility of the organization in terms of organisational
performance.

 For efficient implementation of ICT entrepreneurs should regard to go for strategic alliance
with the firms which are using ICT at higher level.

 Entrepreneurs should consider organizing standard ICT training for their workforces.

 It is suggested that the entrepreneurs mustripen their firm as pioneering firm through
acquisition of innovative ICT practices.

 It is mentioned that the Government may assign fixed percentage of total grant/ loan towards
obligatory investment in ICT.

 Government should think about retaining professionals to ensure the status of ICT
implementation in the hotel industry and suggestions for enhancement, if necessary.

Conclusion
The main purpose of this study was to evaluate reasons inuencing the acquisition and implementation
of ICT in hotel industry and the impact of the acquisition of ICT in the hotel industry. Seven variables were
identified with the help of the literature study which may inuence the acquisition of ICT in hotel industry.
These were tested over and done with survey study and by case study. A validated model for the

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

acquisition of ICT in hotel industry has advanced through this research. Based on the research findings,
recommendations are given to the entrepreneurs and the government. The study findings indicated that
implementing ICT in the hotel industry has resulted in diminished costs, greater productivity, increased
revenues, enhanced service quality, and better guest contentment. The aggressive pressure and hostility
of top management toward ICTAcquisition and convention for business is deliberatlyvital in developing
countries for achieving elevated organisational performance.

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ROLE OF TECHNOLOGY BASED TRAINING FOR

THE EFFECTIVENESS OF EMPLOYEES OF STAR
HOTELS OF KOLKATA
Purnendu Bagchi*
Yashwant Singh Rawal**

ABSTRACT

In the era of globalization and intense competition, every business house, corporate house, and business
organization want to lead from the front and want to grab the maximum share from its potential market.
The penetration in the market or to become a global leader in the business world, it is only possible by its
most valuable assets that are human resource of any organization. This most valuable asset should be kept
intact and updated with one of the important function of Human Resource department, that is Training
.Training plays here the most vital role of developing its most valuable assets through Knowledge, skill and
attitude development. In the era of digitalization and Information Technology revolution, the need to get
updated with the latest Technology is the need of the time, where everypart of the world is well connected,
and well communicated. Through Training any organization would only be able to excel if the employees
are well versed with the latest developments and up gradation in its field of knowledge development, skill
enhancement and attitudinal positive changes. The use of Technology Based Training in the present time
has a greater impact on the improvement of employees Job knowledge, productivity, performance, and
job satisfaction.

The objective of this research is to find out the impact of Technology Based Training on the employees
efficiency in job productivity, performance, knowledge and skill development of the employees of star
hotels of Kolkata. The researcher has used the descriptive method of research. The total number of
respondents chosen as 105 in numbers, which comprises of employees at various positions such as
Associate, Supervisors and Managerial level of the star hotels of Kolkata .The primary data in the form
of the questionnaire would be collected through Google form online through respondents email id and
Whatsapp platform and the secondary data would be collected from the official website, Technology
Based Training manual, magazine - journal, articles and publications. The collected data would be
analysed through Mean, frequency and valid percentage. The study would find out the relationship
and impact of Technology Based Training on the efficiency of employees of star hotel of Kolkata in the
area of job productivity, performance, skill development and attitudinal positive Changes.

Keywords: Human Resource, Technology Based Training, Performance, Productivity, Hotel

* Research Scholar, Dept. of Hotel and Tourism Mgmt., PAHER University, Udaipur (Rajasthan)
** Assistant Professor, Amity University, Jaipur, Amity School of Hospitality (Rajasthan)

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Introduction
Technology Based Training is the latest happening and need of the time as compared with the
conventional method of training as it is very easy to use, easy to get access through internet and
intranet connection and wider coverage to impart training to the employees of the hotel in house and
dispersed via long distances. Technology Based Training is an effective method of imparting training to
the employees of the hospitality industry in the area such as customer relationship management,
Guest complaint handling, product knowledge, Guest safety and security, Standard Operating
procedure (SOP), fire safety, team work and Leadership through the use of Technology Based Training
such as Video conferencing, Power Point presentation, Computer self study, Discussion through
teleconferencing and seminar with the use of audio visual aid. The use of Technology Based Training
proved to an efficient tool for the development of job productivity, performance, quality assurance and
achievement, job satisfaction and motivation for the employees of the new generation who are tech-
savry and find comfortable, confident and ease of use of this effective method of Technology Based
Training.

Review of Literature
Jackson (2018) had given emphasis on the modern type of training which is based on the latest
technology and focussed on the new trends of the social network and virtual platform which would
immensely help the human resource training and development. As per the author, the growth of
technology based training method would be at a high pace. Many companies uses online training
module and videos which act as a standard procedure to impart training to their employees through
distance mode. Expanded companies use a virtual classroom to provide training to its employees
positioned at a long distance places without any constraints of loosing qualities. The author has
insisted on simulation training where trainees get real life problem through virtual interface.
Technology has an impact on the job education as it is very important for the employees. By this
technological advancement, the employees can use multiple sources of training such as virtual
classroom, simulation, e-learning and gamification which prove to be an effective method of imparting
training to its valuable employees.

According to [Link] (2018) The training and development organization is shifting from traditional
layout to online and in time learning. Different types of virtual training are e-learning which is web
based, rapid e-learning (quick online) and mobile learning through which the learner can access the
training content from any place, this method are effective for the distance learner as employees has
little time during office job. Employees of the organization can use various tools such as smart phone,
tablet and laptop which actually making learner comfortable and can learn at its own pace.

Green (2017) Technology is the key important element of working life and organization which are
taking advantages and benefits coined with various digital tools, which at the end develops the

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learning and development game plans. The report suggested that mobile, collaborative and learning
which are game based would play a significant role and would be an excellent emerging technology.
As per the reporter technology has become a deep relation with the day to day working life in any
organization, the employees do their work with machines which helps to do the job in a shorter time
and efficiently which covers a vast array of jobs as automating the process, reaching to information or
connecting people globally.

Richard N Landers (2017) Studied the use of gamification for the effective instructional result for the
trainees, done with the model, TETEM (Technology-Enhanced Training Effectiveness Model) .The
researcher used the gamification as a tool in the non-game context as a effective technique for a better
instructional outcome and also hinted that if the trainees are not experienced and has low knowledge
about the game based learning,the result may be a low learning process . The researcher had tested
this model TETEM (Technology-Enhanced Training Effectiveness Model) with the context of
gamification where learner were instructed to learn through gamified instructions and Power Point
instruction were also introduced as random order and training was assessed. The researcher had found
that on an average, the trainees expected high value from gamified instructions but the impact was
medium by the video game experience and the feeling related to learning through game. The
gamification proved to be better result against Power Point in the case of Trainees who had more
experience and attitude, but in case of trainees who had less experience and low attitude, the result of
gamification was very low compared to Power Point. The researchers by test and observation gave
support to TETEM (Technology-Enhanced Training Effectiveness Model) and concluded that to get a
effective result of trainees through gamification, the attitude and experience of the trainees should be
known prior to the provision of Training.

Follow (2016) opined that technology based training can be an efficient tool for achieving effective
knowledge ,though the instruction material should be designed according to the instructional
principles of instructional design .The advantage of this online training is not limited to a particular
time and place .At the ease of the employees can complete their training according to their choice of
time and place with internet connection .Websites can be used to deliver the primary instructional
content .By using learning management system ,employees can be easily registered effectively and
the performance can be assessed and controlled. Different types of technology based instructional
method are used such as training through Web based, mobile technology and simulation etc. This
technology based training are cost effective and employees user-friendly. A well designed training
program will only be able to enhance training and learning regardless of the advanced technology
used. Many Organizations provide training to their employees through Internet or Intranet, which help
the employees to get customized training content and the performance can be measured conveniently.
Apart from the advantages of technology based training it has disadvantages as well such as there is
no face to face social interaction, physically no instructor interaction and lack of instant feedback for the
trainees .Though Technology Based training has many benefits for the employees of the organization

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as it is easy to use, convenient, can be used independently in any time and place and the employees
can learn through their own pace as well.

Gupta (2015) studied the role of technology based training towards competency building in the
business. The study of the researcher focuses on the significance of Technology based Training (TBT) to
meet the struggle and challenges of the ever changing business strategies and formats. The various
types of and methods of Technology Based Training is described which had an impact for the
development of the efficiency and effectiveness of the employees of an organization which leads to a
sustainable and consistent development of the organization. The researcher has very well defined the
meaning of the Technology based Training as there is an effective use of Technology to deliver training.
The various types of Technology based training are Web –based Training, self study through computer,
Satellite and broadcast TV, Simulation, Virtual Reality, CD-ROM, Internet, Intranet, Personal Digital
Assistance, Programmed Instructions, Intelligent Tutorial System and Teleconferencing . The researcher
had found out that many organization still rely on the old conventional methods of Training over the
Technology Based Training which not only reduce the productivity and efficiency of the employees but
it would lead to slow growth of the organization. The researcher had suggested the various
organizations to incorporate the Technology based training as it is very effective in terms of cost,
accessibility and ease of use for the trainees who ultimately lead to profit maximization and make the
organization as a leader in the competitive market.

According to R. Suhasini (2015) the scenario of training in the organization is changing in a greater
pace and the use of training tools and methodology also changes well and this drastic change is
happened only due to the advancement and change in Technology, mainly the computer/internet. The
researcher had focussed on the evaluation of training to the present days. The main areas where the
researcher had focussed are on the corporate Training initiatives in India, moving towards computer
based training (CBT).The latest updated methods used by the organization such as CD ROM ,DVD
Laser Disc, Interactive Video, Internet ,e-learning ,Learning Portal, Virtual Reality .Described about
Technology Based Training(TBT) which has proved one of the efficient tool for an efficient training and
learning as it motivates and gave an open access to learn and get knowledge ,skill, attitude and
behaviour. The Technology Based Training (TBT) is designed strategically for the trainers to learn
specifically .The researcher had explained the advantages of Technology Based Training (TBT) as easy
to use, clarity ,Interesting, more choice ,freedom to use at the convenience of the trainees, Helpful and
fun. The assessment of the program, Accuracy and greater involvement are also added advantages of
Technology Based Training. The researcher had also gave emphasise on the recent and latest source of
training as Intranet, Webinar, Smartphone, Wiki and You Tube.

Prince F. Ellis (2014) had studied on the impact of e-learning on job productivity, job satisfaction, job
performance and commitment from the employees end. The researcher tried to find out the
relationship between e-learning and its impact on various dependent variables such as productivity,

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

job satisfaction and motivation. The researcher had surveyed with the sample size of 250 employees
from each of two United State Corporation that uses e-learning for their employees training and
learning, total 12 number of Institutions took part in the study, the employees took participation in
online survey using survey link and Demographic data were collected .The respondents used
questionnaire based on Likert Scale, which was distributed to 250 respondents. The various types of
tools were used for data processing and analysis was ANOVA, Five-Point Likert Scale and Regression
Analysis. The researcher had also point out the constraints, hindrances and expenses of data collection,
analysis, time taken and lack of technical knowledge of e-learning system by the respondents. The
result of the study shows after the data analysis was about 91.5% of the respondents used various
form of e-learning on the work place, 97.9% respondent got support for e-learning from their
organization, 4.9% respondents stated about high job satisfaction as the outcome of e-learning and
Training, 72.8% respondents accepted that e-learning improves productivity and commitment. Thus,
the study reveals that the use of e-learning in training has a major impact on employee's satisfaction,
productivity and performance of the job.

Maxwell (2012) Studied the effect of information and communication technologies and the
significance of E- learning in the area of training and learning. The advancement of IT Industry
contributed immensely in the delivery pace of knowledge and skill to the trainees. Online learning has
played a vital role for the employees of the company, Researcher, Academician and Government
organization. As per the researcher, the use of technology for training is cost effective, deliver state- of-
art training technique, methodologies and tools.

Thurasamy Ramayah (2011) studied the assessment of e-training on the employee's effectiveness of
Multi National Companies of Northern Region of Malaysia, especially Penang, also knew about the
important factors and its relationship that has an impact on the e-training effectiveness on the
employees. Used various models such as Technology Acceptance Model(TAM) , Delone and Mc Lean
Information System Success Model and Expectation Confirmation Model (ECM) to find out the factors
that would know the effectiveness of e-training. The population selected for this research was the
experienced employees used e-training at their work places of Multinational Companies of Malaysia.
The data were collected from total 163 employees, out of which total of 194 responses was used for
the final analysis, Confirmatory factor Analysis (CFA) was being used to find out the reliability and
validity of the measures obtained from the literature.

Yang Hu (2010) studied the significance of training in private enterprise of China, gave emphasis on
the need of Training as Training of the employees of any organization improve talent and in return the
capital, technology and energy .According to the researcher training is one of the best tool, which
should be applied in practical work to achieve goal of the organization. The researcher had given
emphasis on the development and application of effective training on the staff of private enterprise of
China as it would lead to development of the economy and confidence of Chinese Citizen which would

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

help to overcome financial downturn. The constraints of private business enterprise to render training
to their staff which is due to unplanned and inappropriate planning, the lack of expertise and
incompetent manpower at the level of Manager and the major drawback is shortage of fund for the
staff training. The researcher had provided solution to overcome various constraints and problem by
using various steps such as to develop different types of strategies and planning and provision of funds
for the development of the human resource capital, develop effective and efficient module and
contents of Training, linking of training with career development of the employees and to find out the
outcome of the training ,proper assessment need to be carried out to know the productivity of the
employees .The researcher also suggested that all private enterprise of China should provide proper
training to its employees so as to develop the business in all aspect.

Vilmante Kumpikaite (2008) Studied the new emerging technologies and its use for the Training and
development activities from Lithuania, The researcher had stated that there to prominent proof of
productivities by the use of new technologies and a relationship between productivity, new
technologies and its impact on human resource management. The researcher had focussed on the
training technologies prominently e- learning. The researcher had also discussed the use of
technologies to deliver training to the trainees and gave emphasis about the knowledge of technical
aspect of the trainer and the understanding strength of the trainees and the acceptance level. The
researcher had surveyed Lithuanian Companies to find out the employees experiences, training
method, by the use of technology based and non technological based. The research was conducted on
eighteen numbers of enterprises and Organization of Lithuania, out of which total 724 number of
employees had responded .The research had found out that the traditional, non-technological method
of training was more popular than the Internet browsing and distance learning, which clearly indicates
that the use and acceptance of modern Information Technology based usage for the training of
employees of Lithuanian Enterprise were very week. The researcher had concluded that the modern
method of technology such as e-technology for the training and development purpose in the
employees of Lithuanian were low and gave importance to the old traditional method rather than the
globally advanced e-learning technology.

The researcher had given trends of e-learning as trend-I, shifting from classroom based training to
multiple ways of training, making personal port folio rather than grades and certificates, changes in e-
learning technologies focuses on simulation and tutoring rather than documents based, providing
training individually rather than group, emphasis on collaborative knowledge and interchangeable
and object standardization. In the conclusion the researcher had stated about the web base learning
on internet and Intranet. Use of artificial intelligence application, simulation etc, that will develop the
employees efficiently, increase productivity, help in motivation of the employees and thus would
reduce staff attrition rate through this effective latest training technology.

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Hyochang Lim (2007) Studied the factors of efficient online training and variables which affects the
training performance and the important points which contributes to the efficiency in work place by the
trainees. Empirical data were used and found out the important relationship in between the trainees
,organization, online designing of training and effectiveness. The researcher had collected data from three
corporate firms such as Samsung, Hyundai, and LG which was a sample base as online training was being
conducted in the duration of 1 to 6 months. The responses from the respondents were collected through
total of 220 numbers of questionnaires distributed among respondents. Total 170 numbers of
respondents participated among which total 151 numbers of response were valid. The researcher used
Cronbach's - was used to check the reliability of the data. SPSS was used for the Validity Analysis. The
researcher had concluded after thorough research that traditional education factors still plays an
important role in online training, therefore e-Training and learning needs easy interaction between trainer
and trainees and should also be computer friendly, effective communication, and support from the trainer,
seniors, and a conducive environment must for an efficient and effective learning by the trainees.

Jose [Link] (2004) Studied the impact of Information Technology on Human Resource Management
and its training policy of a Spanish Telecommunication firm, Telefonica. The researcher had done an in-
depth study on the training model ,made by the company to deal with new technologies environment
advantages and disadvantages which ultimately reveals the growth of e-learning procedures in the
company. The researcher had found out the various positive aspects of the company which is being
implemented in the training policy as a exible time management, participation of the trainer,
implementation of the controlled procedures and process, quality content ,the projection of interactive
content in between trainer and trainees and the use of the state-of –the art technologies. The
researcher had emphasised about the company for its use of technologies for e-learning.

Kevin Kruse (2000) opined that Technology-Based Training is a summary of a planned and systematic
overview of distance learning. The methodical arrangement of various tools such as CD-ROMS and
linked WEB-Sites which is the key tools of Technology based Training. After analysis of data, it was
found that various factors such as motivation to learn, support of Management and organization were
important for the satisfaction of the employees who had used e-training, though easy to use, training
content did not played an important role. The organization should develop some mechanism to make
the steps of training easier through clear instructions, more interactive and easy to understand. By
getting training through e-learning the employees would help the organization immensely to achieve
the return on investment.

Objectives of the Study

The objectives are as follows:

1. To examine the impact of Technology Based Training on employees skill, productivity, and
performance.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

2. To provide suggestion to hotels of Kolkata to provide more Technology based training programs.

Research Methodology

Fig [Link] Methodology applied in the present study in tabular form:

1. Type of Research Descriptive

2. Research Design Descriptive Design

3. Method of Sampling Random Sampling Method

105 respondents at associates, supervisory and Managerial

4. Sample Size
level from various departments of Star hotel of Kolkata.

5. Data Collection method

a) Primary Data a) Questionnaire & Interview

b) Secondary Data b) Manuals & Handbooks on Training Program ,Hotel

Magazines, Websites, Journals, reports, and publications

6. Data Analysis Tools &

Applying means, Frequency, and Valid percentage
Techniques

Data Analysis, Discussions and Interpretation of the Findings

Analysis of collected data from various categories of star hotel of Kolkata done through mean,valid
percentage, table and charts.

Table1 : Gender Composition of the Respondents

Gender Frequency Valid Percentage%

Male 72 68
Female 33 32
Total 105 100

Source : Primary Data

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

As the table Number 1. projects that total 105 numbers of hotel employees took participation as the
respondent of the questionnaire, out of which 72 percentages are of male respondent and 33
percentages are of female respondents as it shows that male employees are in large numbers as
compared to female employees in the star categories hotel of Kolkata.

Table 2 : Age Distribution of the Respondent

Age level Frequency Valid percentage%

18-25 6 5
26-35 69 66
36-45 27 26
46-55 3 3
56-59 0 0
Total 105 100.0
Source : Primary Data
Table 2 represents the different age groups of respondent, the age group between 26-35 represents 66
percentage followed by 26 percentage of age group between 36-45. Other two age groups 18-25 and
46-55 represents 5 percent and 3 percent respectively. 56-59 age groups show 0 percentages. It is
found that the age group between 26-35 are the maximum numbers of employees are in payroll of the
different star hotels of Kolkata.

Table 3. Marital Status of the Respondents

Marital status Frequency Valid Percentage (%)

Single 42 40

Married 63 60

Divorced 0 0

Widowed 0 0

Separated 0 0

Total 105 100.0

Source : Primary Data

Table Number 3 represents the marital status of the respondents where total 63 numbers of employees are
married which account for 60 percent as compared to 42 numbers of employees are single with 40 percent
marital status. No cases of divorced, widowed or separated found which represents 0 percent.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Table 4 : Educational Levels of the Respondents

Educational level Frequency Valid Percentage

Below 10th 0 0

10th-12th 6 5.8

Graduate 84 80

Post Graduate 15 14.2

Above 0 0

Total 105 100.0

Source : Primary Data

Table 4 represents educational level of the respondents of the star graded hotels of Kolkata in which 84
numbers of employees are graduate which comprises of 80 percent followed by 15 numbers of
employees having Post graduate level of education contribute to 14.2 percent. Rest 6 number of
employees having 10+2 standard level of education comprises of 5.8 percent. Below 10th standard and
above Post Graduate level having 0 percent. It shows that the star hotel of Kolkata comprises the
maximum number of Graduates in their working team.
Table 5 : Work Experience of the Respondents
Work experience Frequency Valid Percentage (%)

Below 1 Year 39 37.1

2Year-3Year 36 34.3

4Year-5Year 3 2.8

6Year-7Year 9 8.6

Above 18 17.2

Total 105 100.0

Source : Primary Data

Table 5 represents the work experience of the respondents of the star hotel of Kolkata. Total 39 numbers
of the employees has work experience below 1 year which comprises of 37.1 percent ,followed by 36
number of employees comprises of 34.3 percent. Total 18 numbers of employees having above 7 years of
work experience that constitutes of 17.2 percent. The second lowest comprises of total 9 employees
having a work experience of 6 to 7 years followed by the lowest years of work experience which
comprises of 3 employees having 8.6 and 2.8 percent respectively.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Table 6. Method of technology based training attended by respondents

Method of Training attended Frequency Valid Percentage (%)

Lecture 6 5.7

Lecture through Video Conferencing 15 14.2

Computerised self study/Software 18 17.2

Discussion through Teleconferencing 6 5.7

Presentation with the use of Overhead projector 33 31.5

Seminar with the use of Audio-Visual Aid 27 25.7

Total 105 100

Source : Primary Data

Table 6 represent the various methods of Technology based training attended by the respondent
employees of star category hotels of Kolkata. It is found that total 33 number of employees attended
presentation with the use of Overhead Projector followed by 27 numbers of employees attended seminar
with the use of Audio-Visual Aid comprises of 31.5 and 25.7 percent. 18 and 15 numbers of employees
usedComputerised self study/software followed by Lecture through video conferencing which
constitutes 17.2 and 14.2 percent respectively. The lowest number of employees with 6 numbers each
used the old conventional method of Lecture and discussion through Teleconferencing comprises of 5.7
percent each. Thus the employees of the star hotel of Kolkata undergo Technology Based Training with
the use of Overhead projector.
Table7. Respondents' selection for technology based training program

Selection for Training Frequency Valid Percentage (%)

On Joining the Hotel 27 25.8

Supervisor's recommendation 24 22.9

Compulsory for all employees 18 17.1

Upon employee request 3 2.8

Performance appraisal 3 2.8

Don't Know 30 28.6

Total 105 100

Source : Primary Data

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Table 7 represents the respondent employees' selection criteria for the Technology Based Training
program in which 30 numbers of respondent employees do not have knowledge about the selection
criteria for the training program which comprises of 28.6 percent. 27 numbers of respondent employees
got selected for the training program which comprises of 25.8 percent followed by 24 numbers of
respondents selected for training on Supervisor's recommendations which constitutes of 22.9 percent.
18 number of respondents got selected for the training program which is found to be 17.1 percent. Rest
two criteria Upon employee request and Performance Appraisal having the lowest respondent
employees of numbers 3 each which constitutes of 2.8 percent each respectively. The management
especially training department of the star categories of hotel should have intense plans to make aware
the employees about the different criteria for the selection of the Technology Based Training Program.

Table 8 : Duration of training for the respondents

Duration of Training Frequency Valid Percentage (%)

Quarterly 21 20.0

Every six month 15 14.3

Once a year 9 8.6

Every two years 0 0.0

No specific schedule 60 57.1

Total 105 100.0

Source : Primary Data

Table 8 represents the frequency of receiving Technology Based Training by the employee respondents of
star categories of hotel of Kolkata. Total 60 numbers of respondents attend training without any specific
schedule which account for 57.1 percent followed by 21 numbers of respondents follows quarterly
schedule, constitutes of 20 percent. “Every six month” and “once a year” criteria found to be followed
by 15 and 9 number of respondent employee which represents 14.3 and 8.6 percent respectively. No
respondents found to follow the selection criteria for the training “Every two year” which account for 0
percent.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Table 9. Respondents attended Technology Based Training in any form since on joining the hotel

Training Attended Frequency Valid percentage%

Yes 54 51.4

No 51 48.6

Total 105 100

Source : Primary Data

Table 9 represents the attendance of Technology Based Training by the employee respondents of the star
hotel of Kolkata .Total 54 numbers of respondent attended Technology Based Training in any form since
on joining the hotel which account for 51.4 percent followed by negative response by respondents
which has a total number of 51 represents for 48.6 percent.
Table 10 : The remaining responses on questions from the respondents are analysed by means in
tabular form
[Link]. Statement Strongly Agree Neutral Disagree Strongly Mean Result
Agree Disagree score
1. After joining 60 30 15 0 0 4.4 Strongly
the organization Agree
one should
undergo
Technology
Based Training
2. Technology 72 27 6 0 0 4.6 Strongly
Based Training Agree
improves the
skill of the
employees
3. Technology 63 33 9 0 0 4.5 Strongly
Based Training Agree
improves
quality of your
job

4. Technology 21 48 9 0 27 3.3 Agree

Based Training
plays a
significant role
to your job

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

4. Technology 21 48 9 0 27 3.3 Agree

Based Training
plays a
significant role
to your job

5. Technology 30 48 3 0 24 3.6 Agree

Based Training
improves
your job
performance

5. Technology 30 48 3 0 24 3.6 Agree

Based Training
improves
your job
performance

6. Technology 33 51 3 3 15 3.6 Agree

Based Training
improves
productivity of
your job

6. Technology 33 51 3 3 15 3.6 Agree

Based Training
improves
productivity of
your job

7. The guideline 24 45 15 00 21 3.5 Agree

provided
during online
training are
helpful in
improving job
task
achievement

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

8. The email 27 45 15 00 18 3.6 Agree

communication
between you
and the trainer
help you to
find the
solution of the
queries

9. The training 18 51 24 0 12 3.6 Agree

site was very
easy to use

10. My trainer 24 39 27 0 15 3.5 Agree

guided me asto
how to apply
any training to
my work

11. I have learned 21 39 24 6 15 3.4 Agree

new techniques
through
elearning and
learnt better
than the old
conventional
method

12. Technology 27 45 21 00 12 3.7 Agree

Based Training
satisfy me on
Learning

Source : Primary Data

From the table it could interpret that the respondent of star hotels of Kolkata are agreed and strongly
agreed on the statements related to the Role of Technology-Based Training on productivity,
performance, satisfaction and skill of the job of the employees.

Conclusion
The paper concludes that Technology Based Training plays a significant and crucial role in the overall
development and improvement of the quality of job, improvement of productivity, Knowledge, skills,

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

and job satisfaction of the employees of star hotels of Kolkata. It clearly indicates that the new
generation employees are much more tech savvy and comfortable to accept the new trend of
Technology based training for convenience, easy access, and independence.

Suggestions
1. The management of Star hotel of Kolkata should provide a conducive and supportive environment
to deliver the Technology Based Training to the employees effectively.

2. Every training program should have an assessment or feedback procedures for the trainees for
better understanding of the training content/program.

3. As it is technology based training, the employees should be provided with the freedom of choosing
the place, content, and time of the training.

4. The management should use this technology based training program as it is cost effective and
training can be provided efficiently to a large number of employees spread across in different
geographical location of the country.

References
Follow, D. B. (2016). Linkedin. (Linkedin @2018) Retrieved November Monday, 2018, from
[Link]: [Link]
david-beach

Green, M. (2017), "CIPD-Championing better work and working lives". London.

Gupta, R. K. (2015), "Role of Technology based Taining towards Competency Buliding". Productivity, 55.

Hyochang Lim, S.-G. L. (2007), "Validating E-Learning factors affecting training effecetiveness",
International Journal Of Information Management, 22-35.

Jackson, G. (2018), "Tech Funnel. Retrieved November Monday, 2018", from [Link]:
[Link]

Jose [Link], J. L. (2004), "The use of Information Technology in Training Human Resources : An e-
learning case study". Journal of European Industrial Training , 28 (5), 1-27.

Kevin Kruse, J. K. (2000), "Technology-Based Training: The Art and Science of Design and Delivery". New
York: Pfeiffer.

Maxwell, A. (2012), "Technological Advancements in Methods of Training with reference to online

Training :Impact and Issues for organization". Researchers World-Journal of Arts ,Science and
Commerce, III, 87.

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Prince [Link], K. D. (2014), "Corporate E-learning impact on Employees", Global Journal of Business
Research, 8.

[Link], T. (2018), "Training Industry. (@2018 Training Industry," Retrieved December Monday, 2018,
from [Link]: [Link]
technology-in-training-pros-and-cons/

[Link], D. (2015), "Emerging Trends in Training and Development", International Journal of Scientific
and Research Publications, 5 (3).

Richard N Landers, M. B. (2017), "Enhancing Instructional Outcomes with Gamification : An Emprical Test
of the Technology -Enhanced Training Effectiveness Model" Elsevier-Computerin Human
Behaviour, 71, 499-507.

Thurasamy Ramayah, N. H. (2011), "An Assessment of E-Training Effectiveness in Multinational

Companies in Malaysia . Educatioanl Technology and Society , 15 (2), 125-137.

Vilmante Kumpikaite, R. C. (2008). "New Training Technologies and their use in Training and
development activities: Survey Evidence from Lithuania", Journal of Business Economics and
Management .

Yang Hu, X. Y. (2010), "Research on Enhancing the effectiveness of Staff-Training in Private Enterprise" i
Business , pp. 92-97.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

IMPACT OF CELLULAR PHONE MEDIA ON TOURIST

TO SELECT RESTAURANT IN NAINITAL
Rakesh Dani*
Yashwant Singh Rawal**

ABSTRACT

With the development in the number of web customers, the use of web based life has turned out to be over
the earlier decade. Moreover, the usage has continually created from individuals to associations. Various
affiliations today proactively use online life as a vehicle to associate with a considerable number arranged
and reiterate customers and it isn't simply offers the assistance to restaurant owners yet moreover urges the
customers to pick the diner as per their need and everything make conceivable in view of cell phones and the
upside of mobile phone media for purchasers it is free of expense. Food and beverage segments assume
critical job for traveler and goal to make additional development of economy, so it is imperative for them to
have food at ideal spot or according to their desire and this just made simple by mobile phone media. Per As
eatery motor study, 80 percent of customers have hunt down an eatery on their advanced cell that is mean
the potential burger joints are searching for eatery online frequently and consistently. The aim of this study is
to find impact of cell phone media on tourist to select the restaurant in Nainital. This study is based on
observation and feedback of 100 tourists who visits food & beverage outlets with the help of cellular phone
media in Nainital through personal interview and structured questionnaire including 15 questions of likert
scale using statistical tools such as percentage and mean from which we conclude that impact of cellular
phone media for tourist to select restaurant in Nainital and understand the levels of restaurants services that
can be offered because of the cellular phone media.

Keywords - Cellular phone, media, Tourist, Restaurant, Quality

Introduction
The hospitality sector is the servicing business conducing another important branch in the economic
improvement of the country. The hospitality business associates many types of industry, such as the
Hotel industry, tourist industry, the transport industry and the food & beverage service industry. It is clear
that each nation emphasizes on the significance of this kind of sector, with a belief that this is a source for
employment, disseminating the revenue of the country, conducing the country's progression,
particularly the advancing country such as India. In current trend people are using too much of internet
behind this main reason is cell phone media with the help of same public wants to make them self

* Research Scholar, Faculty of Hotel Management & Tourism, PAHER University, Udaipur (Rajasthan)
** Assistant Professor, Amity school of Hospitality, Amity University, Jaipur (Rajasthan), India

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

update at any place. Cell phone Media has changed the way public around the world communicates with
one another. As per Collins English Dictionary mobile phone or cell phone means a portable telephone
that works by means of a cellular radio system and carry with us and use to make or receive calls
anywhere but now a days it is not only use for making call but with the help of smart phone application
we can use for multiple things. Smart cell phone applications are customizing applications that are
expected to keep running on smart cells, and other cell phones. The applications are normally known as
"smart and android mobile phone applications" or just "applications". In this season of fast mechanical
advances, adaptable applications have ended up being one of the fundamental instruments we use step
by step both in our very own and master lives. The applications are downloadable from mobile phone
application conveyance stages for nothing or purchase. These applications assume key jobs in
encouraging numerous applications that are urgent in our present society including communication,
learning, business, entertainment, medical, finance, travel, food and beverage, and social. The historical
backdrop of the mobile application started with the principal advancement of the cell phone and the
main cell phones whose microchips required the most essential of programming to send and get voice
brings in 1973 (Bates, 2014; Rajput, 2015). Due to this revolutionary tool we can encourage any
business module and same is apply for restaurant industry. Now a day tourist destinations are more
focusing on restaurant sector because tourism industry depends on good quality of food and beverages
service which is provided by same because most of the tourist spend more than 25% (Outlook June,
2012 | Emerging Trends in Food & Beverage Services Retailing in India) of their expenses on same. These
applications are not only useful for restaurant owners but more for tourists who doesn't know about the
place, food and restaurants because they got all information about restaurant in advance apart from that
people can enjoy food at their own place without going anywhere and with the help of these
applications consumers make their presumptions by watching videos ,photos and reviews ,they choose
the place for dine according to that restaurants are the most searched industry by consumers through
both mobile applications and browsers as per research of Chadwik Martin Bailey (2013). In current days
the freedom is coming up with a lot of innovation catering to their client's convenience, satisfaction and
retention. This has also built space for a lot of new players, who are targeting specific groups of people.
Many new players joining the segment with innovative business models such as serving food for health
conscious people, home cooked meals, etc. This study concludes that impact of cellular phone media for
tourist to select restaurant in Nainital and also understand the levels of restaurants services that can be
offered because of the cellular phone media.

Literature Review
Some important literature on the subject is reviewed in this section. Due to the rapid growth of the food &
beverage industry and increasing cellular phone application user tourists have many options to select
the restaurant so restaurant owner and consumers are focusing on food & beverage service style. In this
topic, very few people did the research but little bit similar topics are found. The purpose of this section is

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

to find out from previous studies why cellular phone media is important for tourist for selecting the
restaurant for dining.

Dr. R. A. Rathi (2018) Mentioned that the author travel and hospitality sector is expediently creating
with the expanding acknowledgment of different devices, advancements, and computerized stages
most importantly to improve client experience, fabricate solid loyalties and run organizations
productively. These incorporate versatile applications, web based life and study discovered a large
portion of visitors check the photographs, recordings and audits in the versatile application at that point
choose the arrangement.

Ashish Rathod, Abhijeet Khadke, Chetan Wakode & Chandrakant Shinde (2018) Said that the
proposed online eatery framework is efficient and mistakes free when contrasted with the customary
framework. The proposed framework (food discoverer application) would draw in clients and
furthermore includes the offers nourishment thing so increment the eatery advertise online too. The
eatery sustenance requesting application can deal with the charging consequently it is the cutting edge
approach to grow up the business utilizing Internet business. Here usage of a propelled e-eatery menu
requesting framework utilizing the smart android cell phone.

According to Neda Edalat & Helen Morris (2017) - with the help of social media. Customers can search
for particular restaurants to meet their expectations from anywhere just from one finger touch.

Mir Tafveez (2017) stated that Internet based life alludes to the methods for associations among
individuals in which they share, make, or trade data and thoughts in virtual networks and systems. In the
present occasions web-based social networking assumes a vital job in pretty much every portion. Stages,
for example, facebook, twitter, Instagram, whatsapp etc. have turned out to be vital both from individual
and business viewpoint. Web-based social networking has had a huge effect on the travel industry.
Customers draw in with long range interpersonal communication locales so as to settle on educated
choices about their movements and offer their own encounters which they had at a specific inn, eatery or
aircraft. As the client cource channel internet based life is just difficult to overlook. Individuals are
utilizing web based life previously, amid and after they travel to share encounters, terrible or great.
Online life has encouraged and extended individuals' capacity to share travel encounters with a bigger
and more extensive gathering of people than any time in recent memory.

Tommy Andersson & Lena Mossberg (2017) had tended to about the requirement for more
mindfulness and information about the developing number of nourishment travelers. The fundamental
goal was to depict the impacts of suffering sustenance contribution on buyer conduct with respect to
nourishment utilization and travel. The investigation had recommended five propositions about
association having impacts on shoppers' personalities, dispositions, inspirations and travel conduct and
all were supporting the criticism taken for the review. The exploration had down to earth suggestions
about the goal the executives, associations and eateries, just as the travel industry attractions serving

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

sustenance, can't overlook that an expansive portion of the urban populace is profoundly engaged with
nourishment. There were numerous valid justifications to serve nourishment that fulfills ordinary criteria
for viable sustenance, which is solid and privately created.

Oswald Mhlanga & Tembi Maloney Tichaawa (2017) Stated that social media is a powerful tool that
can be used by restaurants in their integrated marketing communication campaigns since it enables
them to inuence customer experiences in an informal and more personal way. It provides a clear
understanding that customer experiences for food, service, and ambience are inuenced by Facebook
and Instagram whilst YouTube inuences customer experiences for service.

Rui Ribeiroa & Teresa Florentino (2016) confirmed that Social media like Facebook and Twitter allow
consumers to easily share, tips and suggestions, photos or recommendations which being positive, are
extremely valuable. About 92% of users rely on this particular information if they are friends or family. In
a study on these opinions, 52% of respondents have changed plans due to social media for information.
Other information, 85% of travelers use smart phones outside their countries and 52% of Facebook users
said that the photos of the friends had inspired the choice of your holiday.

Rashmi Gururaja (2015) mentioned that the generations are becoming more and more attuned to
surfing for the needs rather than to physically look for them. The pace of life has become so fast paced,
that very few have the leisure time to interact socially physically and it has become more convenient as
the communication is immediate and rapid which saves time, money, and the waiting period.

Allison Doub, Aron Levin, Charles E. Heath and Kristie LeVangie (2015) stated that mobile devices
and apps are increasingly part of daily living, including contexts in which consumers make decisions
about what, where and how much to eat or feed their families. As consumers adopt apps to support them
in purchasing, preparing and consuming food, it is important that business, marketing and health
professionals understand how apps impact consumer choices. Our findings suggest that consumers who
are highly engaged with mobile technology and food are most likely to be young adults and parents.
Across all consumers, mobile ordering was an appealing functionality.

Gergely Ráthonyi (2013) presented that the importance of social media in tourism. On the one hand
these platforms offer opportunities for tourists to express themselves, share opinions, reviews and
experiences which other tourists may use as a reference in their travel planning. An opinion or
recommendation from an acquaintance or friend has a huge impact on the tourists' travel decision
making process, which even more alter the original plan of tourists.

According to Yoon and Uysal, (2013) clients have already developed expectations before trying a
product/service and in the future these expectations will be compared to the real experience of the
product/service. As a consequence, if the real experience is better than the previously perceived
expectations, then the client's level of satisfaction will remain high, but if the opposite happens, this will

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

lead to a negative performance of the service/product. Consumer satisfaction can therefore be seen as a
scale where the amount that consumers spend is weighed against the rewards reaped. The price, the
benefits, the waiting time and the effort made are all important factors in determining satisfaction. One
can say that the destination is worth its while when tourists get good benefits or value based on the time,
effort and money spent to travel.

Gaurav Seth (2012) authored that word-of-mouth is one of the most powerful tools used by advertisers
to market their brand. And social media, due to its inherent functionality, provides a great platform for
consumer testimonials. The success of a message depends on the genuineness of the comment as
perceived by the reader. If readers are convinced that the testimonial is by a real consumer- someone who
has not been endorsed by the company for promotion, then they build a higher confidence in the brand
and are more likely to form a stronger bond. The rise in the use of Internet as a medium for marketing has
given birth to applications such as viral marketing whereby marketers reach out to buyers using peer-to-
peer communication.

Rebecca J. Purdy (2011) stated that since web based life advertising is free, it has been a broadly
acknowledged and viable approach to achieve buyers with ease. Nonetheless, these destinations have
likewise possessed the capacity to keep up connections through correspondence inside the space of
these locales. A few uses incorporate advertisers having the capacity to publicize specials in the business,
making direct customized associations with the organization and the purchaser, and keeping up
enthusiasm through updates. The discussions made through online life are vital to clients since it enables
clients to speak with one another in a progressively confided in vehicle of conversing with individuals
simply like them. Clients can share recordings, items, administrations, and books so as to speak to
themselves and their convictions.

Objectives of the Study

The objectives of the study are as follows:

 Impact of cellular phone media for tourist to select restaurant in Nainital.

 To understand the levels of services that can be offered because of the cellular phone media.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

RESEARCH METHODOLOGY
Table 1 : Research Methodology

RESEARCH DESIGN DESCRIPTIVE

Data Collection Method Survey

Data Sources Primary & Secondary

Sample Area Restaurant Of Nainital

Sample Size 100

Type Of Questionnaire Structured

Research Instrument Questionnaire & Observation

Statistical Tools Used Mean

Source : Primary Data

Data Analysis and Interpretation

Table 2 : Mean Score

Rating Mean Result

[Link]. Particular score
1 2 3 4 5
1 Restaurant decor is as per the photos in
- 10 15 40 35 3.6 Good
cellular phone media.
2 Welcoming level 02 08 25 30 35 3.8 Good
3 Facilities are same as per the 02 11 14 37 36 3.9 Good
mentioned in cellular phone media.
4 Menu is same as per cellular phone
- 12 10 35 43 4.09 Very Good
media.
5 Food and beverage is same as photos
15 15 28 22 20 2.17 Satisfactory
in cellular phone media.
6 Restaurant location is same as - 08 10 12 70 4.4 Very Good
mentioned cellular phone media.
7 Takeaway facility in restaurant is same - 10 10 40 40 4.1 Very good
as mentioned as cellular phone media.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

8 Food and beverage quality is value for

- 14 16 30 40 3.8 Good
money
9 Food and beverage quantity is value for 02 14 16 38 30 3.8 Good
money

10 Got discount or offer from online booking

02 05 18 36 39 3.05 Good

Reviews in cellular phone media and Very

11 - 03 12 35 50 4.3 Good
dining experience was same
Got special treatment from online
12 04 08 20 30 38 3.9 Good
booking

13 For dinning in restaurant cellular

phone media is useful 03 06 22 28 41 3.9 Good

14 Recommendation level of online Very

01 09 15 30 45 4.09
review Good

15 Overall satisfaction with meal Very

02 03 10 25 60 4.3
Good
Source : Primary Data

Findings
From the above table it is depicted that the majority of tourists who got information from cellular phone
media and did reservation online for dinning in different restaurants of Nainital found good
experience . Tourists met with their expectations.

Suggestions and Conclusions

It is clear that now travelers are ending up more and more receptive to surfing for the necessities as
opposed to physically search for them. The speed of life has advanced toward becoming so quick
paced, that not many have the relaxation time to cooperate socially physically and it has turned out to
be progressively helpful as the correspondence is prompt and fast which spares time, money and the
holdup period. Every new technology has positive and negative impact, however same belongs to
cellular phone media also.

With the help of cellular phone media tourists get the information about places like attractions where
they can visit and dining, but sometime they don't know that the information given in their phone it is
not same what they were expecting.

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It is true that tourists get the information easily about the restaurant and also get know about offers like
discount coupons, events, menu, etc. but using cellular phone media is time consuming process, first
consumers create the account in application for login then restaurant's page is open, for making an
account need to share personal information like name, contact detail, E-mail address etc. and once
account has opened customers start to receive lots of unnecessary messages and calls that are for only
advertising purpose.

Cellular phone media helps to choose the restaurants for dining to those people who don't know about
place but so many time this can create confusions because every restaurant has attractive websites
with good photo, video, and reviews, etc. So consumers have the plan to dine something else but they
switch to another restaurant, it may be effective on their satisfaction level of guests. Cellular phone
media provide different prizes like discounts, complimentary coupons, etc. which encourage people to
visit the restaurant but most of food and beverage outlet's staff not show too much interest on these
guests, they think that these people will not visit again after utilizing the coupons.

The positive impact of cellular phone media on guests is they can book their table and choose the food
from the menu in advance without going to the restaurant but some of the websites ask for advance
online payment and for this guests need to share their bank account details and this can be converted
in to negative because details which guests have shared may be hacked by hackers easily and
withdraw the money from bank account.

There is no doubt that cellular phone media represent the easiest way to attract the new customers and
create there strong relationship with restaurant and it also helps the customers to find the right choice
but both should have updates about each other from e-mail, messages etc. then only it helps to
restaurant owner to increase the footfall and also guests get what they are expecting. The above
research says that tourists do not totally depend on the cellular phone media because every technology
has its pros and cons such as easy to reach the designation, receive the information in advance, less
time consuming, fraud, internet signal problem, not meeting the expectation and creating confusion.

References
Abayneh, R. G. (2013), "Impacts of Smartphones on Young People", Journal of Environomental Science
& Techonology .
Ashish Rathod, A. K. (2018), "Food finder- Mobile food ordering application", International Journal of
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Edalat, N. E. (2017), "Impact Of Social Media In The Restaurant Industry," Social media Marketing
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Florentino, R. R. (2016), "Digital Transformation in Tourism: a high level analysis of the impact that
social networks and mass collaboration concept is having at tourism service providers", ICCT .

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Gururaja, R. (2015). Impact of Social Media on Tourism and Hospitality. Journal Of Management &
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Study on Fast Food Restaurant Industry in Malaysia", International Journal of Innovation,
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Ilangovan Perumal, U. D. (2017), "Social Media in Food and Beverages Industry: Case of Klang Valley,
Malaysia", International Journal of Business and Management; Vol. 12, No. 6, pp. 121-127.
J. Miguéns, R. B. (2008), "Social media and Tourism Destinations:TripAdvisor Case Study", pp. 194-199.
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Engineering & Technology IJET-IJENS Vol: 10 No: 06 , pp. 104-111.
Mhlanga, O. (2015), "Electronic meal experience: a gap analysis of online Cape Town restaurant
comments", African Journal of Hospitality, Tourism and Leisure Vol. 4 (1) .
Mwakalonge, S. S. (2016), "Opportunities and challenges of smart mobile applications in
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Patricia Bianca M. Arceo, M. J. (2017), "The Impact of Social Media Platforms to Online Consumers'
Intention to Purchase in Food Industry", Proceedings of the Sixteenth Asia-Pacific Conference on
Global Business, Economics,Finance and Social Sciences, (p. W737). Taipei, Taiwan.
Radmila Živković, J. G. (2014), "The Impact of Social Media on Tourism", Sinteza , pp. 751-761.
Rathi, D. R. (2018), "Digital Tranasformation of Travel and Tourism in India", International Journal of
Trend in Scientific Research and Development , pp. 1-6.
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the Technology and Innovation Commons , pp. 20.
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Feedback", International Journal of Advanced Research in Computer Science and Software
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Thompson, A. N. (2013), "Social Media Use in the Restaurant Industry: A Work in Progress", Cornell
University: Center for Hospitality Research Publications.
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[Link]

[Link]
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[Link]

[Link]

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

DIGITAL TRANSFORMATION: IMPACT ON

RETAILING AND BANKING SECTOR
Vasudha Sharma*

ABSTRACT

Digital Transformation is a paperless concept that invites and makes experiment with innovations in
technologies to deliver the value to the customer. Its a way to offer improved and quality services to the
customer at large scale and with higher accessibility. There are various industries like Walmart from the
retailing sector, United Health Group in service sector, etc. that leading the market due to Technology
transformation. Their strategies are based on the principle of how to set the tone with their customer's
expectations and accordingly maintaining the consistent availability of goods and services. Even the
banking sector also rapidly adopting technologies like different apps, wallet online transaction
services etc. to reach their customers and expecting great bonding with them.

Keywords : Digital Transformation, Technology, Customer Accessibility, Retailing, Banking Sector

Introduction
Digitalisation is data analysis and intelligence system that always operates in the direction to enhance
the customer experience. The crucial reason for technology adoption is to increase the accessibility for
the the customer. Basically this is based on the concept to make the availability for customer of
anything, anywhere and at any time. From food to shelter, journey to entertainment experience
everything is available in hand of the customer. Technologies provide the platform to customer to
compare and purchase products or services according to their convenience. To meet the rapid changing
need of customer retail industries, banking or transportation sectors etc are continually reinventing
their functioning. In this era to enhance business performances organisations focus on how to use the
technology, people and innovative operations simultaneously so the growth can be achieved with
great customer experience; Amazon, Alibaba, Oyo etc are the perfect example of it.

Digitalisation Impact on Retailing Sector

With rapid changing in buying behaviour of the customer the retailing sector also using technologies
such as cloud computing, data management system, online web services and artificial intelligence

* Research Scholar, PAHER University, Udaipur (Rajasthan)

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such as use of kiosk with use of internet technology and devices in stores etc. Retailers' expanding the
business though offering easy accessibility of quality products and in this expansion technology plays
an enormous role.

To observe the effect of technology revolution or digitalisation there is need to consider the exampleof
retailing industry. 'Walmart' is one of top retailing industry. Walmart becomes a fast growing
ecommerce business in retailing sector with continuous growth (JY,2018).'Walmart' industry offers its
services to near about 70% of the U.S. population. Walmarts working in 27 countries with its 11,300
stores, Walmart operates ecommerce websites in 10 countries and operates without sacrificing
quality([Link]). Walmart having pickup towers, Walmart app, mobile devices, online and on
store shopping. This is the result of accepting digitalisation business model. According to ETNow
'Reliance retail' has thinking to practice for e-commerce business in future. It is also estimated
thatIndia's E-commerce industries will reach at ten lakhs crores in 2020. (danik bhaskar news 19April
2019).

According to the IBEF (India Brand Equity Foundation April 2019) India has huge opportunities in
Retailing. India ranked first in the Global Retail development Index 2017. India is the world's fifth-
largest global destination in the retail space. This is also revealed by IBEF that Indian retail market
expected to increase around 60% by 2020 and India also expects to become the fastest growing e-
commerce market.

Chart 1 : Market size over the past few years (US$ bn)

Source : [Link]

Review of Literature
Gupta (2018) according to the survey of senior retail leaders and digital professional customer
experience, omnichannel and content are the priorities for retailers. According to 69% respondent for a

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better understanding of customer experience retailer should pay attention to the improvement of data
analysis capabilities. Among these professional 72% respondents are planning to invest in digital
[Link] transformation is an ongoing journey. According to Doug McMillan (CEO of Walmart)
'We're also an innovation company. Current and emerging technologies make it possible to serve
customers better than ever before'. McMillon says: The potential to gather data and put it to use more
effectively is exciting. We're improving many of our processes, and we're empowering our associates
with better tools and technology ( Lauchlan 2018).

According to RAI (2017) report during 2021, Indian internet users will be more than the entire
population of six G7 countries and mobile increasingly becoming the most preferred device for
accessing the internet. Convenience is a prominent element for increasing online buying behaviour of
customers. In this situation, retailers have to compete as well as collaborate with online marketplaces.
Tomar and Saha (2016) after getting the response from 117 retail shopper researcher concluded that
convenience, modernization, and virtual reality have their impact on the customer during store
preference. It is founded that males are more concerned about technology up gradation than female
customers irrespective of changes in price. This is also discussed that customer has all information
about the product and services through internet so to take the advantage of enhanced customer
experience, retailers should create interconnected environment between online as well as physical
stores.

According to World Economic Forum (Jan2016) report Retailer selling and promoting themselves by
various shopping apps. This contextual and customised promotions of product and services help to
generate more revenue than past to the company and gives good experience to customers. Digital
transformation has changes the traditional physical retailing store selling concept; retailers are now
selling, online and in store by taking advantage of omni-channel sales strategies. Agarwal and Yadav
(2015) The retailing sector in India is the top rising sector moving towards organised sector from
unorganised sector. The innovations in technology offer great customer experience through providing
all details about product, price, availability, and comparison with others. The data provides opportunity
to customise the product or offers according to customer preference. Researcher accepted the
technology as game changer in e- retailing division. Finally, researcher concluded that consumer and
technology will be prominent factors in the retail sector that will inuence the industries to modify the
business strategies.

Yasav(2015) According to a survey of digital consumer study around 50% consumers do their shopping
through their mobile phones. Consumer uses the digital technology to search, compare and purchase
the product on website, so, accordingly retailer have operating new and innovative strategies like
website design to customise the service and product, free delivery of product, different offer
notification and omni-channel network to convince and hold the customers. Singh (2014) technology
and innovations provide customer satisfaction with loyalty through making available vast information

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at any time. This information helps both customer as well retailer to take the correct decision. The
researcher emphasised on IT and states that it facilitate to right action by reducing cost, time and efforts.

Varadarajan, Srinivasan, Vadakkepatt, Yadav, Pavlou, Krishnamurthy & Krause (2010) retailers set a
new business model(like Netix etc) to give rapid and absolute respond to the internet based interactive
technologies. Since, technology change the mode of communication and interaction, retailers putting
efforts to reach the customer and pushing their operations to meet the customer expectations from order
of product or service' to delivery. Researcher discussed the implications of interactive technologies for
retailing strategy, operations, and competitiveness in this paper.

Usually data is the most important element for the retailers to know their customer and to serve them in
customised way. Through this retailer can improve the quality of serving the customer in both online and
in store, marketing cost also can be reduced. According to Prepletaný On top of that, big data of digital
devices mean that retailers can monitor customer behaviors much more closely, and in real time. This will
help to generate quick response to customer expectations. It will build a strong relationship with existing
customers and will welcome to the new one.

Findings
After observing review part and secondary data (articles, journals, etc), to get more insight about the
digitalisation impact on retailer, a questionnaire prepared and survey has been collected from IT
employees. Total 50 employees included in survey.

Table 1 : Findings on Impact of Digital Transformation and Technology in Retailing Sector

Respondents’ Opinion (in %) Total

Digitalisation impact on retailing sector (%)
Yes No
Digitalisation and technology innovation is 90 10 100
essential for benefit & growth of industries and to
enhance customer experience.
Customer is the core inuencer of Digitalisation 80 20 100

Use of technologies reduced manpower from 90 10 100

workplace
In adoption of digitalisation model there are huge 60 40 100
challenges like cost, accessibility in rural area,
change management etc.

Source : Primary Data

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All respondents agree on that doing well of the retail industry and great customer experience
digitalisation and technology innovation is essential and Organisations look forward for financial and
operational benefits through implementation of digitalisation. Around 90% stated that Digital
transformation has awarded growth to the Retailing industry. If discussed about the customer as key
driver of this digital transformationthen 80% revealed the same opinion that Customers are the core
inuencer for digital transformation. Among the respondents 90% says digitalisation has increased both
customer accessibility and increased competition. Modern era endow with various like technologies
such as cloud computing, data management system, online web services and artificial intelligence,
kiosk etc to the retailing sector hence according to 60% respondents' opinion it reduced manpower
from workplace. While admiring the technology, 90% respondents concurrently have opinion that there
are also several challenges to address.

Digitalisation Impact on Banking Sector

With the growing technology every sector having a splash of expansion, the banking sector also
spreading its reach towards the customer. To explore the technology with ever changing market and
customer choice RBI has formed a new unit to regulate the adoption of new emerging technology in
banking (ETApril 2019). Digitalisation or IT gives a drastic or revolutionary change to working pattern of
banking.

The number of credit and debit cards, online payments or digital payments use of mobile wallets or e-
wallets in India is steadily rising. According to Alphons(2017) digital payment will rise and it will cross
1800 crores in the current fiscal year. Consumers used the Unified Payments Interface (UPI) the mobile
payments platform, released in August 2016. According to the data available from National Payment
Corporation of India (NPCI), the transactions during FY18 through UPI enabled app BHIM (which is
launched by honorable PM) was around 1 trillion. As per RBI report till March 2017 there are 29.84
million credit cards & 854.87 million debit cards in operation ([Link]).

According to IBEF (2019) the digital payments system in India has evolved the most among 25 countries
with India's Immediate Payment Service (IMPS) being the only system at level 5 in the Faster Payments
Innovation Index (FPII). To enhance the customer'experience and to get better of their services banking
sector updating their technologies. Banking sector adopting innovative technology infrastructure to
become more competitive, so, it can give respond to the global economy. The technology transformation or
digital working model with the use of artificial intelligence offers the great speed in work, reduced human
error and cost. India's digital lending stood at US$ 75 billion in FY18 and is estimated to reach US$ 1 trillion
by FY 2023 driven by the five-fold increase in the digital disbursements.

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Review of Literature
Nayak (2018) has stated in his study that the adoption of digitalisation in the banking sector, the growth
rate has highly increased. There are various advantages like vast coverage, enhance work efficiency,
reduced time, paper work and cost, increase accessibility etc. gained from digitalisation transformation
still there are various challenges in rural banking digitalisation like literacy rate, connectivity, smart
phone users rate, etc are not appropriate.

González-Páramo (2017) technology helps the banking sector to improve working efficiency to serve the
customer. Through digital transformation, banks can offer a better experience, accessibility and can
generate more satisfaction and trust among the customers. Digital transformation reduces geographical
distance, reduced cost, increase efficiency with less documentary requirement, generating more
competition and value to the economy. There are also huge challenges like cyber security, replacement
of workforce with artificial intelligence etc. for the protection against risk, financial stability and
promotional digital value the self regulation and appropriate monitoring and supervision, proper
collaboration, and communication among the stakeholders are suggested.

Bhat M.(2017) for the digital transformation of India government taking initiatives in technology up-
gradation. New technologies and services are offered by banks like Unified Payment Infrastructure (UPI)
such as BHIM app, Bharat Bill Payment System, e-wallet etc give the revolutionary change. Digital
banking and mobile technology contribute to enhance customer experience with high work efficiency,
fast working etc. digital banking becomes necessity to compete at global platform. Banks started to
reduce their size and investing in digital technology. It becomes the obligation for banks to show
improved performance while serving customer.

Clotia and Asht (2016) Impact of globalisation contributes a lot in facilitating banking sector with
digitalisation. Banks trying to exploit the latest technology to make their product and services better
than earlier. Researcher stressed on the role of the prevailing electronic banking system with few
challenges this like customer concern about safety, anticipation with technological issues etc.

Vanmali (2016) find out that 60% urban population using digital banking, internet facility give a drastic
change to the banking system and e-banking functioning level is increasing. All the time availability,
easy access and smooth transactions enrich the customer experience to welcome the internet banking
facility.

Conclusion
It cannot be denied from that the technologies award tremendous growth to the retailing and banking
sector, it opens the door for huge market opportunities, build strong bonding between seller and
customer, enhance accessibility, reduced cost and time still there are diverse challenges for industries

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like high cost, rural & uneducated population accessibility, security concern, change management with
mutable market etc. while adopting digitalisation business model. With the changing period retailing
and banking industries are investing in innovative technologies and hiring experts & highly skilled
workforce to prepare and modify their work operations more user friendly, highly secure and in smooth
functioning approach. It can be said that to get the kind expediency and to achieve better than earlier;
bankers/retailers and customer everyone having the optimistic approach while moving in the world of
digitalisation.

References:
Agarwal Achit, Yadav Vinod Kumar (2015), "Impact of Technology in E-Retailing Operations: A
Consumer Perspective", XVIII Annual International Conference of the Society of Operations
Management (SOM-14); Procedia - Social and Behavioral Sciences 189 ( 2015 ) 252 – 258
Retrieved from [Link]

Bhat M. Raghavendra (2017), "Digital Banking - An Indian Perspective", Digital Banking – New
Horizones in a Cash-Light India, Financial Forsights

Clotia Reeta and Asht Manju (2016), "E-Banking in India: Current and Future Prospects" Vol14,No.2
Retrieved from [Link] 308222670_E-
banking_in_India_Current_and_future_prospects

ET(2019), [Link]
blockchain-and-ai/articleshow/[Link]

González-Páramo José Manuel (2017), "Executive Board Member, BBVA Digitalisation and Banking
Sector",Seminar "Tomorrow's Banking and How Central Banks Have Developed in last 15
Years” Helsinki, 16.01.2017 Retrieved from [Link] globalassets/fi/
media-ja-julkaisut/uutiset/documents /201701_sr_gonzalez-paramo-
digitalisation_and_banking_sector.pdf

Gupta Vijayanata, Vatash Prateek , Digital Intelligence Briefing: (2018), "Digital Trends in Retail"
R e t r i e v e d f r o m h t t p s : / / w w w. a d o b e . c o m / c o n t e n t / d a m / a c o m / u k / m o d a l -
offers/pdfs/Econsultancy-2018-Digital-Trends-Retail_EMEA.pdf

IBEF (India Brand Equity Foundation April 2019) Retail industry in India; Retrieved from
[Link]

IBEF (March 2019) Banking sector in India Retrieved from [Link]

[Link]

JY(2018) Feb1,2018 Assignment on digital innovation and transformation Harvard Business School

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Retrieved from [Link]

and-physical/) –

Lauchlan Stuart (2018), Retrieved from [Link]

ceo-perspective/

Nayak Raghvendra (2018), International Journal of Management, IT & Engineering Vol. 8 Issue 6, June
2018, ISSN: 2249-0558 Impact Factor: 7.119 Journal Homepage: [Link]

RAI (2017) "report Decoding the digital opportunity in retail (BCG and Retailers association of India)
Feb2017", Retrieved from [Link]
Opportunity-in-Retail-Feb-2017_tcm9-[Link])

Singh Jitendra (2014), "A REVIEW OF IMPACT OF INFORMATION TECHNOLOGY IN RETAIL SECTOR",
International Journal of Management Research & Review; ISSN: 2249-7196 IJMRR/ November
2014/ Volume 4/Issue 11/Article No-4/1047-1055 Retrieved from [Link]

Tomar Vivek Singh and Saha Sunetra (2016), "In-store digitization and technology advocacy among
retail consumers, Paper 5 Amity University.

Vanmali Utpala (2016), "DIGITAL BANKING – ROADWAY TO SUCCESS", International Journal of

Marketing & Financial Management, Volume 4, Issue 8, Nov-2016, pp 39-47 ISSN: 2348
–3954 (Online) ISSN: 2349 –2546 (Print)

Varadarajan Rajan, Srinivasan, Vadakkepatt, Yadav, Pavlou A., Krishnamurthy Sandeep & Krause Tom
(2010), "Interactive Technologies and Retailing Strategy: A Review, Conceptual Framework
and Future Research Directions," Journal of Interactive Marketing 24 (2010) 96–110 Retrieved
from [Link]

World Economic Forum (2016), "White Paper Digital Transformation of Industries: Consumer Industries",
Retrieved from [Link] [Link]/digital-transformation/wp-content/blogs.
dir/94/mp/files/pages/files/digital-enterprise -narrative-fi[Link].

Yasav Sue(2015), "The impact of digital technology on consumer purchase behavior," The journal of
financial perspectives: Fin Tech, winter 2015,volume 3, Issue 3.

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DIGITAL TRANSFORMATION OF
HIGHER EDUCATION (HE)
Vineet Chouhan*
Shubham Goswami**

ABSTRACT

Digital transformation of higher education is basically the adoption of new ways of working in order to
improve the delivery of user-focused education in the face of changing technology, competition, audience
needs, and behaviour. These services, digitally skilled professors and students, can digitally transformed
the learning environment in higher education. The uncertainty and competition are increasing in the area
of higher education and to make proactive decisions and taking action based on that information it is the
necessity of the hour. Evidence-based, quantitative and predictive decision making is a quite reliable way
of gaining competitive advantage. This paper presents the need for the digital transformation of university
classrooms, objectives of digital transformation, digital transformation in higher education: the current
trends and Emerging Technologies In Higher Education.

Keywords : Digital Transformation, Higher Education, Technology

Introduction
Digitalization process has taken progress in major industries including education. It is expected that
this technique increases overall performance of higher education institutions by increasing teaching
learning goal. Authorities of HE havetaken steps for digital priorities and momentum and changing
business models with new courses of UGC including NPTL and Swauyam on digital platforms. These
technologies most likely to impact higher education and for students it will change the entire learning
environment. Student's digital transformation journey starts with the greater insights into the
changing higher education landscape.

Review of Literature
Recognition of the importance of digitalization of higher education (HE) institutions and Information
Communication Technology (ICT) skills is mounting in Indian as well as European subcontinents (e.g.,
International Society for Technology Education, 2017; OECD, 2015a, 2015b; Redecker, 2017)
recognizes the requirement of use digital technologies decisively and productively (Redecker, 2017). In
higher levels of education, students with ICT skills have attracted higher wages ([Link].,2016), and

*Assistant Professor, School of Management, Sir Padampat Singhania University, Bhatewar, Udaipur (Rajasthan)
**Assistant Professor, School of Management, Sir Padampat Singhania University, Bhatewar, Udaipur (Rajasthan)

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reduced risk of future job security in the era of automation ([Link]., 2016). Adoption of the
digital platform is the burden on HE institutions and will promote current period's skills, enabling
students to use exible technology and exible learning with adaptive and modern ways (Claro
[Link].,2009; Oliver [Link].,2018; Redecker, 2017). The modern international observation revealed that it is
widely accepted (Akçayı[Link]., 2016; Barak, 2018; Henderson [Link].,2017; Lai & Hong, 2015). The result of
this change in learning converts further research question of using educational technology in HE by teachers
and students ([Link].,2017; Henderson et al., 2017; OECD, 2018a). The current development in the
direction of digitalization happens with slight uncritically (Castañeda& Selwyn, 2018).
Internationallystudent use of technology for learning, especially in Australia (Henderson [Link].,2017; Parkes,
Stein, & Reading, 2015; Selwyn, 2016b), Israel (Barak, 2018), New Zealand (Lai [Link]., 2015), the United
States (Thompson, 2015; Bowe [Link]., 2015), in the UK ([Link]., 2011; Newman [Link], 2017),
Canada (e.g. [Link]., 2011) and inTurkey (Sumuer, 2018). Therse researches have revealed that
collaborative learners, are expected to be less challenging and more exible (Barak, 2018). It is considered to
be crucial graduate attributes now and into the future (Claro [Link],.2009; OECD, 2018b; Oliver [Link].,2018).
These studies have reported same findings for student use of technology in HE is mostly limited to basic tasks
(Henderson et al., 2017; Parkes et al., 2015; Thompson, 2013Margaryan et al., 2011), students require more
and precise facilities for accepting importance of technology (Kirk wood [Link].,2005; [Link]., 2011;
Thompson, 2013), and it is required for them to use it effectively (Ng, 2012).

Need For Digital Transformation of University Classrooms

It's natural that there's a specific initial resistance to new technologies, mainly because some are
continually changing. Digital transformation changes to wards more profound, such as incorporating
planning software. The Aliat university network is a success story which achieved by using u-planning,
to computerize physical processes and set up enhanced procedures.

The need for Digital transformation is due to:

1. Improve Decision-Making

The new age Digital products are less costly and work faster with the greater accuracy. Its use willmake
students learn about accurate decisions such as the planning of study systems or activating support
networks when students want to drop out.

2. Direct Interaction with Students

The digitalization process facilitates enrolment in study programs as teachers can adapt them to
students' curricular plans. This may be by the use of modal or any other digital platform. Further students
can get information and make them self involved in their own learning process due to initiatives such as
the ipped classroom approach.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

3. Assist in handling the educational workload and improved learning

The digital transformation of classrooms certified the best programme to be made. This integration is
simultaneous to enhanced learning and enables new digital tools to be used in the classroom, allowing
teaching materials to be prepared collaboratively.

4. Resource optimization

Better communication between student and teachers may improve better teaching strategies. Better
management of data can result in improved results for students and strengthen the learning experience.
Further, it can enhance faculty members' efficiency and productivity.

5. Improve academic evaluation and learning

Digital advancement helps to strengthen the efficiency of HE institution and obtain a better management
process. By holding all the information on one platform, the education centre's can better track progress
among students and teachers.

Objectives of Digital Transformation

Digital transformation can provide the following benefits:

1. Information control ([Link]., 2011; [Link]., 2016).

2. Reduce administration times (Redecker, 2017; Oliver [Link]., 2018; [Link]., 2016).

3. Cost savings ([Link]., 2011; Sumuer, 2018; Claro [Link]., 2009)

4. Optimize links between business areas ([Link]., 2017; OECD, 2018a).

5. Improve client-supplier relations (Henderson et al., 2017; Redecker, 2017).

Digital Transformation in Higher Education: The Current Trends

The Digital transformation in higher education has its effect on 2 main business parts:

 Services transformation focuses on creating new education products and transforming existing
products into digital ones. This usually means converting ofine lectures into video ones, creating
digital texts and quizzes. Moreover, it includes providing digital means for communication between
students and teachers.

 Operations transformation would basically require digitalization of all the common operations
educational institutions have such as students' admission, registration for programs and courses,
examination, program development, and their quality assurance. In addition, supporting services as
study planning, facility management, teacher allocation, scheduling, etc.

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Emerging Technologies In Higher Education

Internet of Things (IoT)

It is basically the connecting all kinds of devices to the Internet, mainly everyday items that usually work
without access to the network. For example, home appliances and vehicles. This type of technology has
expanded rapidly beyond in the area of Education with video lectures and online platform for exam etc.
Administration of Higher education has already made investments in the Internet of Things (IoT). Its
future includes campuses that can transform into mini smart cities by installing smart informational
kiosks, new educational platforms and grids. IoT-based security solutions including remote monitoring
and biometric-based authentication can be implemented too.

Mobile Cloud IT

Cloud migration is a trend that gains more followers every day. It is the process in which companies
transfer their data to a cloud computing environment (a global network of servers). This space, allows
users to store and manages data although it is not physical and allows to run apps, among other
functions.

Blockchain

The blockchain is a contemporary technology that is used to accumulate and broadcast information in a
distributed, secure and effective way. Educational facilities use blockchain for gathering student and
course wise data and videos including personal data and learning performance. The benefit of such
technology among others is security. Moreover, blockchain is commonly used for authenticity check, so it
will hugely reduce cheating.

Security

Security of data information is the main concern with digital technology, with the growing
implementation of digital technologies and IoT devices, Higher education institutions must implement
new tools that enhance cybersecurity, such as user and entity behaviour analytics (UEBA), which detects
suspicious activities in typical user behaviour.

AR/VR

Augmented and Virtual Reality is also emerging technologies in education. They are used in for creating
lessons more informative as these technologies can bring animals into classrooms or move the whole
class to the moon. AR is a more accessible technology as requires mobile phone which provides the
learner the chance to learn by even using mobile phones and that too at any place.

Big Data

Big data are the large volume structured and unstructured data that may be used by an educational

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institute to manage their digital [Link] lead to better decisions and strategic business actions. It
can be extracted from different sources, such as commercial sales records, results collected from scientific
experiments, or real-time sensors used in the Internet of Things.

AI and Machine Learning

Artificial Intelligence and machine learning both are the global digital transformation and higher
institutions aren't left behind. These emerging technologies are used for AI teaching assistants,
advanced analysis of student's performance. AI can be used in content and Learning Management
Systems to create more AI-enabled learning tools that not only generate an answer to students but
provide them with a clear explanation and step-by-step guide. This type of learning approach will
increase students efficiency as they can learn anywhere and anytime.

Increased Accessibility

Universities try to make education accessible to people with disabilities in order to reach ADA
compliance. Universities are implementing modern technology like speech recognition and transcription
for students who are deaf or hard of hearing. Before-mentioned IT solutions in campuses and classrooms
provide equal and accessible education for every student. Transcription of lectures not only helps
students with disabilities but also it can be used by other learners to search through lectures and review
them after classes.

Conclusion
The Digital transformation in the current era is rather a need than an option for higher educational
institutions. Creating an eLearning platform and move to something more complex like IoT and AI may
increase the adaptability of digital technologies. Digital transformation helps to identify and diagnose
the value of the institution's internal processes and to distinguish procedures that are useful and
essential for the productive chain from those that unnecessarily consume resources. Its used to Mention,
ameliorate or eliminate operational and administrative processes and seeks to integrate existing and
useful systems in the production chain, Protect sensitive and confidential data and Organize the
information to improve decision making and increase competitiveness. To find out the best management
software the higher educational institution must Define what function the software must fulfill, Check
out online software rankings, Review published market surveys on software, Evaluate Insourcing vs.
Outsourcing, Decide whether the solution needs to be SMAC (Social, Mobile, Analytics, Cloud), Test
available demos, Evaluate the supplier and Hire market survey services. Another alternative is to
commission an external specialist consultant to conduct the entire process from diagnosing the problem
to finding a technological solution.

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THE ROLE OF MOBILE APPLICATION

IN BUSINESS TRANSFORMATION
Nikhilesh Sharma*
Subhash Sharma**

ABSTRACT

Mobile applications are one of the promising fields in software engineering. While the afuent businesses
make the best use of their resources to enhance their sales, some businesses find adapting to new
technology challenging. Simply put, having a web presence is not enough to expand the business; a
mobile app approach is crucially needed in this mind-boggling modern era of technology. With high
demands for mobile apps among customers to access services, businesses nowadays are bound to
explore new opportunities in the field. An intuitive user interface like mobile apps enhances the overall
perspective of the customers making them sticks for long with businesses. Due to economic constraints
and leapfrogging of telecom evolution and adoption, the businesses need to continuously evolve and
update them with changing technology. The focus area of mobile apps is to drive results by aligning it the
with customer's changing needs. However, how widespread the awareness of mobile app is there, the
effective use of technology has yet to occur. As technology continues to evolve, it has become crucial for
companies to use a diverse range of digital technologies to compete and boost their performance. This
paper will discuss the potentials of the mobile application livelihood enabling business transformation.
With qualitative and quantitative analysis, the paper will uncover various findings of business's perception
of mobile apps and experience with maintaining and developing in limited resources. The paper concludes
by identifying the challenges of developing customised mobile applications for businesses, policy
suggesting the viability of mobile applications in different businesses.

Keywords: Mobile Applications, Business, Growth, Technology, Digital

Introduction
In this fast-growing economy surrounded by digitalisation, the survival of the fittest is decided by the
consumers. As customers are leapfrogging from one business to another, it becomes essential for
businesses to adapt themselves with changing preferences. What technology was limited to a
computer or television in the previous era, now it has become a personal device to accomplish daily
tasks! Most of the people perceive mobile technology as a privilege that includes smartphone, tablets,

*Research Scholar, PAHER, University, Udaipur (Rajasthan)

**Associate Professor, Faculty of Management, PAHER University, Udaipur (Rajasthan)

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smart watches. However, if one goes beyond the smaller perspective of technology users, it simply
means you get what you desire, see what you like and purchase in just one click – anytime, anywhere,
there is the ultimate freedom. Technology plays a vital role in digital transformation in all businesses. It
helps them give a definite shape, provides prospects a clear picture of their understanding about the
business. Overall, technology enhances and embraces the bigger picture that helps in creating added
value to the customers.

Review of the Literature

The growth of mobile devices is unprecedented. Mobile devices play an important role in the lives of
families now in different ways. From learning to education, from personal development to leisure and
entertainment activities to extended family conversations and working activities best from home or desk.
Technology has shaped our culture and social system completely. The growth of mobile devices is
unprecedented. It is not possible to talk about the growth of children without these devices. It helps as a
major changer in the children's communicative development linguistically, socially and cognitively if not
other domain. Meanwhile, the number of smartphone users in the world is expected to reach one billion
by 2015, against 174 million in 2009, according to In-Stat,once people get a mobile device, their use
increases rapidly. When Apple introduced its iPad in 2010, it took only 80 days to sell three million units.
Apple has 15 billion apps downloaded from its App Store in three years since 2008, half the time required
for the iTunes Store to reach this number of downloads. IDC estimates that there will be more than 1
billion mobile Web users worldwide by 2013 and that by 2015 global mobile broadband subscriptions
will reach $ 3.8 billion. In five years, the International Telecommunication Union hopes that access to the
mobile Web will exceed that of the Web(Cognizant, 2011).

Research Methodology
Keeping the main objectives in the context of children, the methods used for research are content
analysis and the survey method. Surveys were conducted amongst the children from 13 to 15 years,
students from 9th and 10th standards pursuing their studies. Despite, it gave an appropriate
presentation to different socio-economic and religious groups. The following information does not
include the accurate representation as the children living in rural areas are not aware of the uses of the
technology that clearly. Whereas the impact of technology has increased the level of better performances
in academics. For a fact of being less time consuming, technological advancements are also considered
to be problem solvers.

Talking about the limitations of the technology, it has made people couch potatoes as everything is
accessible with a click which definitely leads to body weight, ill health, bad eyesight and what not.
Increased use of technology is also leading to depression and loneliness.

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Data Analysis
Not completely the impact of technology is positive on children but talking in terms of offices, work,
business, IT organisations and so on are totally benefitted with Technology and its upgradations. E-
commerce sales have been highly benefitted with technology. The CPI programs, the contract works run
in the same benefit results; be it the subscriptions or developer services the transformation of technology
has taken place too widely. Other categories like in-app advertising, indirect brand awareness or in-app
advertising they are also increasing day by day. Technology has also given a huge kick step to those who
want to start with their startups, be it as a hobby, a small business, or as their own enterprise. Technology
has changed the face of the businesses and the outlook of the people completely.

Impact of Mobile Apps on Businesses

The importance of mobile apps is visible in every business sector, whether it is banking or the high-end
stock market. No matter what the company size is, mobile apps have enabled an easy life. The use of
mobile applications can be seen in diverse areas, example, education, stock trading, matrimony,
banking, communication, social interaction and many more.

Education- Any education related business can use mobile app to impact lives beyond boundaries. E-
books, E-library, educational videos can expand the the availability zone, indeed creating access to
quality education.

Banking - For many years, efforts have been made to ease out the banking process. The mobile
applications have helped tremendously in giving ease of access with online banking solutions.

Entertainment - Whether it is watching short funny videos or gaming on phone. The new entertainment
apps have helped businesses to get in touch with their customers at ease and also understand their
needs.

Exploiting mobile technology creates a multitude of opportunities for organisations. When it comes to
finding new talent, they can open 24 hours a day, as there might be a remote employee from another
time zone on the other side of the globe, ready to be recruited. This allows companies to easily access
talent all over the world, which previously posed many challenges. In addition to recruiting, an
organisation can even create a world-class customer service centre by providing service to its customers
24 hours a day, 7 days a week, reducing all geographic limits. When companies fully embrace mobility,
they can reduce overhead costs, which means most of their employees can work from home, eliminating
the need to invest in expensive and expensive call centres. In fact, some companies are even moving
forward to allow their employees to access Self-Service ESS (ESS) applications directly from their personal
mobile phones to help them handle a range of tasks. This means that employees can easily submit their
time sheets, leave requests, or even view their profiles, anywhere, anytime, without ever connecting to
their PC or desktop.

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Application Economy
Developing a mobile app tailored to business's needs is a tedious task. As per the Pollsters Opinion
Matters poll in US and UK companies, almost 85% of application development managers claimed that
the organisation faced a backlog between one and twenty mobile apps (Twentyman, 2014). The
challenge comes when mobile developers become 'device-centric' and focus mainly on laptops, tablets,
and smartphones. Today the businesses need to be app-centric to help make them money and cut costs.
The focus must be on delivering applications to users in a way customers find it interesting, useful and
easy to use.

Pressure on IT teams and Outsourcing Mobile App Development

There is a tremendous amount of pressure on IT teams to develop mobile applications, helping business
ideas practice. As Joe Baguley, VMware's Europe, Middle East and Africa technical director, says, "If IT
does not put these ideas into practice, with a clear strategy for mobile apps that can take things into hand
and develop the applications they need, or pay someone else to do it " (Twentyman, 2014). There is a
huge increase in mobile applications small companies. With mobile phone managers spending between
$ 500,000 and over $ 1 million per personalised mobile application, it is critical to ensure that
applications under development are distributed and adopted by a high percentage of targeted end-users
(Lacis, 2016). It becomes important for companies to invest properly in mobile app development to
infuse the transformation in their business. Below is the data gathered from Developer Economics Q1
2014 which shows the revenue model popularity for mobile apps and how the contract development is
the highest- grossing direct revenue for mobile app development companies.

Figure 1 : Revenue Model Popularly for Mobile Apps

Source: Developer Economics Q1 2014, [Link]/go

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The Mobile app development start-ups' contributed over 40% of the demand for mobile app
development. And almost 70% of the developers feel the demand of developers will be robust in
upcoming years (Ramasamy, 2015). The next graph shows that 50% of mobile development
companies' inbound pipeline is dependent on the idea and start-ups'.

Figure 2 : Types of Business

Source: Yourstory 2015 [Link]

The frustration of selecting application developers comes down to one statistic: the difference between
the highest and lowest rates for iOS app development is about 30x (US $ 250 per hour) and Indonesia
at 8 USD per hour). This becomes even more interesting when two high quality comparable teams
apply very different rates because of their geographical origin. The best teams in San Francisco are
comparable to the best in Bangalore and comparable to those in Singapore. Yet a customer's network
and, as a result, his ability to choose the right teams are limited. As an aggregator and matchmaker,
ContractI Q follows such elite studios from around the world and advises customers on cost arbitrage
opportunities for a comparable value.(Ramasamy, 2015).

How to select a Mobile App for business?

A typical mobile app development starts with choosing the right platform. The business can assess the
platforms based on Developer tools, access to open source libraries, integration of native, and web
components, security, app monitoring and analytics and deployment. However, mobile app
development can significantly improve the deployment pace and enhancing the learning curve. The
traditional workows are the current issues for mature development teams. Therefore, before making
any final decision on investment, the business must ascertain the developer's needs and MADP's
capability in delivering the quality at the same time.

Success Factors for Digital Transformation

1. The technology must match the strategy and objectives of the company.

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2. Technology must be agile and responsive to the changing needs of customers and businesses.

3. Adapt to changing employee preferences, including engaging business data.

Different technologies, framework and solution are available in the market to make the business
transformation happen. Some of these are –

1. COBIT® is a solution that aligns activities, technology, people and processes. It translates the
needs of shareholders into objects of governance.

2. As COBIT® is dedicated to governance and IT management, SCOR® is dedicated to supply chain

management. SCOR® stands for Supply Chain Operations Reference. It is the cross-cutting
standard covering strategy, performance management and process improvement for supply chain
management. It belongs to the Supply Chain Council® and APICS®.(Sudalaimuthu, 2015).

Companies wishing to embark on mobility need to have a concrete plan in place - how to integrate
mobility into their work environment. In addition, they need to understand how their employees will
communicate the type of training they need and the types of support services they need. These are the
questions you need to answer before getting into the digital train (Singh).

There are a number of mobile platforms in place, just to provide the right solutions to the right people,
be they customers, employees, and your entire business entity, providing a seamless experience across
all channels . It is therefore imperative that the right initiatives are taken and that the right platforms
are built to encompass mobility on a larger scale in order to make it a successful business
proposition.(Singh).

India's Mobile App Commerce Landscape

The country's online shopping market is very competitive. With billions of dollars at stake, local and
foreign companies are struggling to get customers. That's why Amazon invested $ 2 billion in the
company's Indian e-commerce last year. According to a recent study, Indian online sales will reach $ 16
billion by the end of 2015, up 364 percent from the $ 4.4 billion generated in 2010 (Zand, 2015).

Flipkart remains the largest e-commerce company in India. His commitment to the Android shopping
app is above the competition. In 2014, the company acquired Myntra, a successful Indian fashion
shopping app, to extend Flipkart's reach to fashion-conscious consumers (Zand, 2015).

Flipkart's mobile app and its Myntra fashion-driven units together accounted for 60% of the market
share of Daily Active Users (DAU) among the six most popular e-commerce applications in India
(Snapdeal, all apps Amazon Android available in India, Jabong, and ShopClues.)

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Quality Control and Governance

For many manufacturers, the types of mobile strategies described above pose two problems right from
the start: security issues and the determination of the owner and driver of the mobility initiative.
Security issues seem to go hand in hand with mobile computing, as companies fear that their
employees will lose their devices and expose their data via poorly secured endpoints. Nowadays,
however, there are many techniques for encrypting data, locating lost devices, "erasing" sensitive data
from stolen or lost devices, disabling devices, authenticating users, and so on. Businesses can also
design applications to store data on host systems. even more security for customers and sensitive data.
In short, security issues are not insurmountable. they simply need to know the many techniques to
choose the optimal set of solutions for a given company (Cognizant, 2011)..

In terms of the mobile initiative itself, the questions focus on who is best able to define the role of
mobility for the company, as well as to analyse and determine the optimal mobility applications. In
many companies, mobility initiatives are driven by the IT department, but the transformational
mobility games described above require a team co-led by the business and IT community, as well as by
sponsorship and ownership residing in Suite C (Cognizant, 2011). To boost productivity and
transformation by using mobility, companies must perform three critical steps. Figure 3 (next page)
details the activities involved in each of the three steps. The organisation should:

(A) Evaluate the value of enterprise mobile applications: The team needs to understand the
business activities, roles and opportunities of the end product. How to harness mobility in these
environments? and how to identify and create an application portfolio leading to business
efficiency, transformation and disruptive business models. A typical repository will optimally
have a combination of native, package-based and predefined applications (Cognizant, 2011).

(B) Determine the "Company Mobility Strategy": The team must develop a mobile architecture
consisting of hardware, software platforms, application security and distribution infrastructure,
as well as communication protocols (Cognizant, 2011).

(C) Establishment of a "mobility excellence centre": the CoE is required to develop, deploy and
support mobile applications, using a common set of standards, as well as to manage the
mobility architecture. It should also support the adoption of these applications throughout the
enterprise, while keeping pace with the rapidly changing environment (Cognizant, 2011).

Conclusion
The emergence of mobile applications has resulted in a change in business performance and future
success. Professionals and developers must remain productive to access and use work-related data
and information at all times. As manufacturers embark on mobile strategies or specific plans that have

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already been launched, it is important that they understand the extent of the impact of mobility on the
business world. In the end, mobility is not just technology, but the way people socialise, collaborate
and communicate more and more. In today's dynamic business world, bold steps are needed to get a
business out of stagnant or linear growth. Just as mobility has inamed creativity and captured our
imagination in our personal strengths, it will also be a factor in increasing business efficiency, affecting
transformation and even allowing the creation of disruptive and ultimately profitable business models
in our professional lives.

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MOTHER & CHILD TRACKING INFORMATION

SYSTEM: “E-MAMTA” DIGITAL GUJARAT
Sushman Sharma*

ABSTRACT

If we look back to history of Healthcare Management many management techniques like Manual work
techniques, Management Information techniques or socials, monetary, peoples motivational
techniques as well as practices were used to reduce the MMR and IMR in Indian states some
techniques were partially used and some are fully but does it really given benefits to beneficiaries as
well as to health improvements for patients. Does it really reduce the MMR, IMR of Indian system of
healthcare? And basically what this project has done for mother and child as a holistic approach. So, in
this paper we will be discussing about E-mamta project which was initiated by Gujarat Health
Department with the support of NRHM/NHM. What work is done under this project for the benefits of
public services in health? We will be discussing in depth further under this paper. I would be in relation
to how E-Mamta has affected positively towards beneficiaries such as mother and child in Gujarat.

Keywords: E-electronic, IMR-Infant Mortality Rate, MMR-Maternal Mortality Rate, RCH-Reproductive

Child Health, GOI-Govermnet of India

Introduction
The documentation of 'e-M amta' as a best practice was intended with the objective of highlighting the
programme as a replicable model that aims at effective and efficient delivery of primary health services
using ICT as a tool. Decrease of Infant Mortality Rate (IMR) and Maternal Mortality Ratio (MMR) are
essential general wellbeing challenges for India. Following of pregnant moms and youngsters is a
need zone for giving compelling medicinal services administrations which can largely affect
diminishing IMR and MMR. Towards this end, the Health and Family Welfare Department of the
Government of Gujarat propelled a Mother and Child Name Based Tracking Information the executives,
framework called "E-Mamta" in a joint effort with NIC, Gujarat in 2010. E-Mamta is an electronic
application [Link] that is interestingly structured administration apparatus
being executed in Govt. wellbeing office crosswise over Gujarat to oblige for holes in guaranteeing
thorough maternal and wellbeing administrations in provincial also urban territories. The undertaking
goes for enlisting all pregnant and lactating ladies and youngsters up to age assemble 0-6 years
independently alongside their full subtleties to guarantee them to finish conveyance of Ante-natal
care(ANC), vaccination, IFAs, Institutional Child birth, Post-Natal Care (PNC) and attention to

* Assistant Professor, Department of Hospital Management, H.N.G. University, Patan (Gujarat)

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sustenance and family arranging. The framework likewise has SMS ready framework set up for sending
cautions to the recipients for wellbeing checks preceding conveyance. Aside from controlling and
enhancing the wellbeing pointers in the state, different advantages are enhanced inventory network the
executives of immunizations and medications, centered organization of faculty, enhancement in the
enlistment of births, better information catching and investigation for the arrangement of square and
locale wellbeing activity designs. E-Mamta venture has additionally cooperated with 108 crisis
administrations, so moms having Estimated Date of Delivery (EDD) in some random month can have the
capacity to contact 108 groups and help them to get ready birth small scale plan. Ladies are urged to
utilize 108 administrations at the season of conveyance.

Study Objectives
The study aims at understanding E-Mamta project in the Public Health system in Gujarat are:

 To understand what E-Mamta does.

 To understand what are the contributions of E-Mamta for Mother & Child.

 To understand the improvements in health system after implementing E-Mamta Project.

 To understand that what are the effects before and after implementation of these projects.

Methodology: This case study includes only Gujarat Government “Public Healthcare Delivery System”
only how E-Mamta is working how it has contributed significantly towards State's Public Health System.

Methods of data collection: This is descriptive as well as exploratory study:

The Following Methods were Used For Data Collection:

 Review of records and reports/ documents etc.

 Informal discussion

 Observation

Data Collection Tools :

 Web sites

 Datasheet

Methods/ Process :

Information collection

1. Interviews

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i. Discussion with staff

ii. Observations and self assessment

iii. Literature review

2. Documentation

i. Analysis

ii. Conclusion

Concise Scientific Preface of E-Mamta in Gujarat

Objectives in Nutshell:

'e-Mamta' can be viewed as a derivative of the state's dedication to the goals of safe motherhood and
child survival. The inventiveness aims at facilitating this objective by developing case-based tracking
software that integrates all expecting mothers and children as recipients of crucial maternal and child
health concern services. The primary purpose of the software is to observe the delivery of dissimilar
healthcare services and at the individual level. This will be based upon:

 Generating a legal and trustworthy database of the recipients and non recipients of health services at
the grass origin level.

 Enabling service providers (health workers and doctors) to effectively identify and assist probable
recipients of healthcare services based on this auto generated list of beneficiaries.

The major beneficiaries of the plan comprise pregnant women, kids (0-6 years) and adolescents (10-19
years). The name-based tracking structure identifies the beneficiaries and aims at securing the services of
antenatal concern (ANC), child birth; postnatal care (PNC), immunization, diet, adolescent and family
planning services to them.

Objectives in Detail of E-Mamata Project as Follows:

To build up monitoring of mortality indicators (IMR and MMR) through name based tracking of:

 Expecting women for ANCs, Delivery & PNCs

 Kids for vaccination and nourishment

 Adolescents- for RCH services

 Eligible couples- for family planning

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To Facilitate

 More rapidly monitoring of normal check ups of expecting women and decrease maternal mortality.

 Absolute vaccination of children

 Nourishment of pregnant women and children

 Teenager responsive services

 Family Planning Services

Coverage

All citizens of Gujarat (Covered under Family Health Survey)-All rural families and slum and slum like
families in city areas.

UID to be given

 All entitled expecting Women (15 to 49 years)

 Children (0 to 6 years, for immunization)

 Adolescents ( 10- 19 years)

Data to be captured

 Pregnant Women

 Children

 Adolescents

 Family Planning

 Nutritional Status

 Mortality

 Institutional Information (as per GOI Format)

 Disease information

Data to be Captured

Locality Details

 State, District, Block, Address etc.

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Identification Details

 Name, DOB, Phone No, JSY, caste, Ration card, BPL card, RSBY card etc.

Health Supplier Details

 ANM, ASHA, Linked facility for delivery, Chiranjeevi , private etc.

Antenatal Care Details

 LMP, ANC dates, Wt, Hb, TT, IFA, Anémia, RTI/STI détail, difficultés etc.

Pregnancy Result

 Place, delivery date, JSY benefits, CY benefits, Early breast feeding, Mamta Kit, complications, Infant
details etc.

PNC Details dates, referral etc.

Method

Phase-1- Family Health Survey registers of every rural community is to be entered.

 Approximately 10 lakh Family & 50 Lakh members' data entered. rationale/alteration of Family
Health Survey data of person live death & present status

 Further information of BPL no etc & authenticate/addition data through latest source like ration card,
BPL survey etc

Phase-2

Pre- service list (Work plan) of Beneficiaries to every field workers for a Mamta divas and entire Month

Work Plan to be returned after a month along with details of service delivery for

A printed E mamta card with the receiver for recording services taken

System generated drop out catalog for diverse services to be distributed to field workers for follow up act

Phase-3

Creation of HMIS Reports

Steps for Progression E-Mamta

1. Family Health Survey Entry-

[Link] [Link]

1. Merely one time for first time.

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2. Revise each year after review

3. Generate Family Health Survey record. (Village wise)

2. Substantial confirmation of Family Health Survey data as soon as Entry completed.

• Substantial Verification by ANM/FHW/ASHA/HV

• Organize work plan for cross verification.

• Cross verification by MO/BHO/RCHO/ADHO/CDHO

3. Amend FHS data after Physical & cross verification where it is required.

Generate Family Health Survey schedule. (Village wise) & Kept in SC/PHC

4. Create work plan from e-mamta for ASHA/ANM for Service delivery - Mamta Day/schedule Service

5. Migration-OUT/IN

• Run the query module for Migration-OUT/IN

• Authenticate Registration no. from any information of Name/Surname/Village Name/Ration

Card/RSBY Card/Election Card etc.

6. Fresh registration if the beneficiary's name is not in the computer generated List (after due
authentication)

7. Data Entry after Service Delivery

8. Left out list and follow up

SMS Alert

 Services through Biometric search.

 All maternal and infant deaths.

 Two/one month prior to delivery.

 All beneficiaries having recorded mobile. Numbers for services falling due.

Probable Offshoots/Benefits

 Superior control on estimates of baby and maternal mortality

 Junction of all data related entry and description into one site MCR e.g. DHIS-2, RIMS, School Health
etc

 Listing of beneficiaries for every services (auto generated)

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 Mechanized/Computerized work plan for workers and monitoring officers

 Quantifying off take of JSY/CY benefits

 Monitoring of Incentives

 Improved supply chain management of vaccines and drugs related items

 Focused consumption of personnel

 Up gradation in Registration of births

 Better data capturing in case of migration too

 Better data investigation for preparation of Block/District health action plans and State PIPs with
realistic/exact denominators.

 The basis for ICDS, Primary education, ration card, Adolescent health, school health, etc.

Upcoming Plans

 Increasing request for leading diseases

 Inclusive Healthcare Record

 Registration of private providers and giving them right of entry for data entry and health/hospital
records-Maternity homes in the primary phase

 Incorporation with Electronic Seva and E gram to create vaccination Records and Health Records
management accessible on demand

Gujarat at Glance in relation to Health status and Population

 Population (2011 Census): 60.4 million

 Birth Rate (2014): 20.8 / 1000

 Death Rate (2014): 6.5 / 1000

 IMR (2014): 36 / 1000 live birth

 MMR (2010-12): 112 / 1 lakh live birth

 Annually Estimated Live Births: 1,275,278

 Annually Estimated Pregnancies: 1,402,805

Overview of Functioning E Mamta Facilities Project Implemented

 Total No. of CHCs: 296

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 Total No. of PHCs: 1208

 Total Number of Sub centers: 8121

 Total No. of Blocks: 248

Confronts:

 Lofty missing out rates, inadequate quality of services, failure to trace beneficiaries mainly expectant
women and kids leading to high motherly death Ratio (MMR) & Infant Mortality Rate (IMR).

 Even though the accessibility of profusion of information in the healthcare sector, there was a
requirement to construct capability to discover, converse or utilize the information efficiently and
linkage it to individual beneficiaries.

Technology Used:
The technological components can be classified under two:

1. Software

'e-Mamta' is a web based application that is developed in .Net technology with MS SQL 2005 database
server. For local language interface it uses Unicode compliant Gujarati fonts and the SQL Reporting server
enables data dissemination.

2. Hardware

The minimal requirements of operating the system include a computer, internet connectivity and a data
entry operator.

Hospital Management Information System:

 Personal Computer throughout numbers.

 No consideration to services provided to individual beneficiaries

Migration:

 Healthcare services delayed or missed

 Inappropriate exposure system

Communication System:

 Improved Communication required between service providers and beneficiaries to make sure service
delivery

Stake Holders & Their Responsibilities:

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 CDHO

 M&E Assistant

 THV & THO

 MO

 FHS

 ANM

 DEO

 Commissioner of Health

 MD NHM

 AD (FW)

 NIC

 Help Desk

 PO (E-Mamta)

District Level (DPC/CDHO)

 In general accomplishment of program in the district

 Resolve issues: HR, Technical & Other aspects as per direction from state

 Instruction and supervision to taluka and PHC

 The sensible response to the state for development as well as improvement

 Data : monitoring review, validation, cross verification

ANM

 Counseling : to keep Mamta card and ID when attending facilities

 Work plan – obtain in timely manner and suggest duly filled

 Provide: e Mamta generated ID to beneficiaries

 Family Health Survey Update/Verification

 Record: e-Mamta generated unique ID in Register 4 & 5, Mamta Card

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MO/FHS

 Harmonization: linking workforce for data entry and work plan

 Family Health Survey : make sure comprehensiveness and confirmation

 Registration: make sure entirety for ANC and child

 Confirmation/Authentication : e Mamta Vs HMIS

 Voyage: updated information, services & data entry

 Presentation evaluation: Sub centre wise

 Make sure updated information: mobile no. , staff info & Cross verification of sample etc.

Taluka Level: (THO/THV/M&E)

 Performance review PHC wise

 Make sure accessibility of system link, hardware, operator for data entry

 Cross verification of sample size

 Ensure correct mapping in e Mamta

 Make sure rationalized information: mobile no. staff info. Etc

 Harmonization & clarification of PHC level issues

State Level {AD (FW), AD (VS), PO-e Mamta, PA}

 Managerial & monetary matters – AD(FW)

 Obtain comment from district and coordinate with NIC for clarification

 Technical – AD(VS)

 Provide data during CDHO Review meeting

 Total Implementation in state

 Analysis of District: data entry ( registration and services)

Four Essential Mechanisms of Accomplishment

 District Family Health survey

 Confirmation & Justification of data

 Registration of mother & Child

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 Tracking & Service stipulation

E-Mamta Procedure

 District Family Health Survey

 Mother & Child Registration

 Monthly Work plans for grass root level Workers

 Service Delivery & Left out tracking

Monetary Implications

 As such no additional fiscal implications

 HR by now obtainable at all kind level ( except State level posts PO e Mamta, PA, Operator for help
desk )

 Logistics – previously existing at all level

 Space – already accessible at all level

 Printing price from unforeseen event etc.

 Guidance charge as of guidance financial plan

Additional Important Resource Requirements -In terms of infrastructure, Human Resource, Time
Required

1. PHC Level (Data Entry operator, logistics, Data collection by ANM)

2. Taluka Level (Taluka M&E Assistant, Logistics)

3. District Level (District Nodal Officer-DPM, Logistics, District Programme Assistant)

4. State Level (Project officer, Help Desk 24 hours 2 operators, 2 Programme Assistant, sitting place &
server & technical support)

Steps for Successful Implementation of Programme

1. Yearly up date of Family Health Survey

2. Justification & cross confirmation of FHS

3. Elimination of duplicate data

4. Well-timed registration of pregnant women

5. Printing of UID

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6. Production of work sketch (weekly), ANC, PNC, deliverance & vaccination services etc

7. Genuine time data access based on work sketch

8. Appropriately information entries of deliveries by concerned institutes

9. Monthly assessment of awaiting services after registration

10. Scientifically empowered ANM

11. Standard Training

12. Regular staffing of staff

13. Updating of websites constantly

14. Very high level of commitment

Challenged Faced:

 Great necessitate of direction/guidance

 Opening of HR & engaged of logistics

 Statistics (compilation & facts entry)

 Poor data entry

 Confirmation & justification of data

 Replication of data

 Scientific issues

 Communication issues

Lesson Learnt:

 Approved at every intensity

 Guidelines created and prepared

 Made sure at every level through regular staffing and make available

 Effort sketch creation and straight data entry from work plan

 Standard evaluation at every level

 FHS Confirmation forms

 Statement for copy data access generated and verified

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 24 X & Help Desk at state, PO e Mamta

 Standard opinion from field via email and development

Possible out Come of E-Mamta:

 Complete service deliverance

 Reduced MMR, TFR, IMR

 Worldwide reporting of vaccination

 Decrease in anemia & undernourishment

Picture Before :

 Figure based service information

 Month end information with no trustworthiness

 Information limited to numbers merely

 No name wise reports of service at state & district level

 Failure to get back historical data

 No record of child development

 Tracking and feedback time consuming

After Accomplishment of E-Mamta:

 Entity name based service information

 Authentic time information with trustworthiness

 Information being name based, supportive for wide-ranging services deliverance, examination &
supervision

 Name wise reports can be viewed at state and district level too

 Chronological data and service records retrieved with no trouble

 Infant development documentation can be stored and can be obtained at any age to analyze near the
beginning growth

 Easy and correct tracking feedback through SMS.

E-Mamta Impact on Stakeholders:

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Recipient Service Provider Programme Manger

1. I m p r o v e d S e r v i c e 1. Wo r k - S t r a t e g y w i t h 1. Excellence information for

deliverance prepared list of improved financial plan
beneficiaries to be
2. C o n s c i o u s n e s s a b o u t 2. Actual moment online
targeted
owing ser vices to be reports for presentation
received 2. E n e r g e t i c r e p o r t s monitoring
accessible for day to day
3. S t a b i l i t y i n s e r v i c e s 3. Improved reporting of
monitoring
deliverance in case of motherly & newborn
relocation 3. Superior communication deaths

E-Mamta Features:
Exposure

 1158 PHC

 7274 SC

 314 CHC

 54 Sub-District & District Hospitals

 6 Chief Hospitals

 8 Corporations

 All Villages of Gujarat

 Tel no's of 32,000 ASHA, 7200 Female Health Workers, who are now technologically empowered

E-Mamta: Services in nutshell:

Figure : E-Mamta Services

E-Mamta : Services
1. Registering individual pregnant mothers
2. Individual children in the age group o-6
3. Adolescents along with their full details to ensure complete service delivery.
4. Ante Natal Care (ANC)
5. Child birth
6. Post Natal Care (PNC)
7. Immunization
8. Natrition and adolescent services
9. To track the left outs of these services

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

S o u r c e : h t t p s : / / w w w. g o o g l e . c o m / s e a r c h ? q = e + m a m t a + g u j a r a t & h l = e n -
IN&authuser=0&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjS2Pf2s_TfAhUEcCsKHU7TBxIQ_
AUIECgD&biw=1366&bih=657#imgrc=0v6epQQB-eCwuM:

Ensuring Services Deliverance to All Human Being with A Particular Focal Point
on Mother and Child: E-mamta
E-Mamta is inventive and is intended to attach the benefits of Information Communication Technology
to progress effectual and proficient deliverance of health care services accessible. The structure aims at
registering entity expecting mothers and children of the age up to 6 years and adolescents along with
their full details to guarantee absolute services deliverance of antenatal care(ANC), Child Birth,
postnatal care(PNC), immunization, nourishment and teenager services and to follow the left outs of
these services:

Total Family registered in Mamta: 11 Million

Total Members registered in Mamta: 53 Million

Live birth (Child registration) Count: 1.15 Million

ANC (Ante Natal Care) Registration Care: 1.50 Million

Reduce mother-infant demise speed by providing fundamental health services at pre and post deliverance
moment. It provides actual time reports and superior investigation with Interdepartmental synchronization.
Aspire towards realizing main concern issues in Health, which are laid in the MDG, Swarnim Gujarat purposes
and the goals of NRHM i.e. reducing the IMR, MMR and the Total Fertility Rate (TFR).

Awards & Accolades:

1. National Award-2012

2. E-World forum Award 2011

3. Outstanding performance in Citizen-Centric Service Delivery Silver Award

4. Social Innovation Honors - 2012

Conclusion
Consistently almost 13, 00,000 pregnant ladies are enlisted under E-Mamta and get advantages of cell
phone benefits through E-mamta. A comparable number of youngsters are likewise enrolled and track
up to one year and consequently, 13,00,000 kids additionally advantage from these administrations
consistently. The wellbeing subtleties of around 85,00,000 families in the whole state containing

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

around 43 million people including additional than 80 percent of populace have been gone through so
far in the product's record. The framework produced one of a kind Health IDs have additionally been
given to all. The framework has been instrumental in following and observing, maternal wellbeing in
the state. By and by, the undertaking has been received by the state government and it has secured
1158 PHCs; 7274 Sub centres; 314 CHCs; 54 Sub-District and District Hospitals; six chief Hospitals and
eight corporations. In May 2010, the National Rural Health Mission (NRHM) and government of
Gujarat actualized e-Mamta – a mother and following framework which sends SMS-based updates
about immunizations, human services administrations and normal registration. Live Mint reports,
although there was a bounty of data in wellbeing segment there was no customer centered model
which would follow administrations. Through e-Mamta the thought was to get a change in perspective
in information accumulation wherein we could see through the information, making it simple to
discover, impart or utilize the data viably and interface it to singular recipients, says Ms. Anju Sharma
IAS officer, who imagined the activity as the then executive of the State Rural Health Mission. Utilizing
this cell phone-based innovation, the state figured out how to spare four children out of each 1,000
births, cutting down the baby death rate from 48 in each 1,000 births to 44 by 2011.

The accomplishment of this activity in Gujarat has prompted the administration being executed in
every one of the 26 regions of Gujarat, including 1,090 essential wellbeing centers, 7,274 sub-centers,
283 network wellbeing centers, and 26 area clinics. Directly, the application stores family wellbeing
records of over 9.5 million families. E-Mamta has enrolled 2.17 million pregnant ladies and somewhat
less than 1.3 million kids up to age six. Other than this, in acknowledgment of its prosperity, the Union
Government has started to imitate the administration in different states and association regions too.
With this administration, not exclusively are moms accepting vital human services data and updates
for opportune medications, yet what's more, it likewise considers quiet data to be put away for
sometime later, and empowers the support of wellbeing records, something that had just been
sporadically done before. So let's hope that this project or project like same would defiantly better work
for Gujarat public healthcare system as well as for Indian healthcare system if other states would be
motivated for such kind of work.

References
02 Jul 2012, Text messages to aid maternity healthcare, [Link]
J3KSKqDqI9KlMRPIY4sSeN/[Link].

Sarvesh Kumar Swarnakar, Rajesh Tripathi, (Mar – Apr. 2015), An Integrated Approach to Design an
EAF for the CCS of ICDS in India, IOSR Journal of Computer Engineering http:// www.
[Link]/ iosr-jce/ papers/ Vol17-issue2/ Version-5/ [Link].

Government of Gujart,https:// [Link]/writereaddata/images/pdf/Digital-Gujarat-

[Link].

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Government of Gujarat, 23rd January, 2018 NITI Aayog, New Delhi, Progress on SDG Implementation
of Gujarat, [Link]

Hemangini Rajput of Elets News Network (ENN), September 29, 2016, e-Mamta: Harnessing Benefits of
ICT to Promote Institutional Delivery, [Link]
harnessing-benefits-of-ict-to-promote-institutional-delivery, E-Health –the enterprises of
Healthcare.

April 3, 2017, E-Mamta Card: eMamta Mother and Child Tracking System, https:// [Link]/ articles/ e-
mamta-card-emamta-mother-child-tracking-system, [Link].

Dr Vikram Venkateswaran

August 9, 2016, E Mamta :a great example of low cost eHealth initiative from Gujrat Government,
[Link]
ehealth-initiative-from-gujrat-government, Healthcare India research & advisory services.

Ayesha Vemuri, July 3, 2012,Text Messages can Save Lives, [Link]

messages-can-save-lives, Design Public.

Gujarat Government official.19th, March-2015, [Link] [Link]/ documents /

Workshops/ 2015/ 19th-March/[Link], Department of Health & Family Welfare, Govt. of
Gujarat.

October-November, 2010, E-Mamta Name Based Mother & Child Application, [Link]
[Link]/pdf/[Link], An e-Governance Bulletin from Gujarat Informatics Ltd.

Ritu Srivastava, 2019, E-Mamta (Mother & Child Tracking System), [Link]
mother-child-tracking-system-tracking-of-pregnant-mothers-and-children-using-mobile-
phones, NRHM, Government of Gujarat, India-MSBC.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

CHALLENGES POSED BY DIGITALIZATION

AND BASIC HUMAN ASPIRATIONS
Alka Swami*

ABSTRACT

Digitalization is changing all aspects of Human life. It has brought positive changes and the same time
also some unwanted issues. Now-a-days, being human means being-in-the-networked-world most of
the time. Networks and devices are making man isolate, human-human interaction has minimised in
this technological world. Man getting isolated and lonely which is more fearsome than any other
scarcity. Too much exposure to technology is a double-edged sword. It is making a human isolated and
also taking away his work from him. This Fourth Industrial Revolution is changing world like never
before.

The basic human aspirations are - Happiness and Prosperity in continuity. Happiness may be defined as
being in Harmony at all four levels – self, family, society, and nature. Happiness is ensured by the
relationships with other human beings and Prosperity means having more than required physical
facilities. For continuous happiness, knowing one's own self and self of others is pre-requisite, this right
understanding and right feelings teaches your role in the existence. Somewhere it seems that this fast
digitalization has taken away a part of human from him which were ensuring the basic human
aspirations - continuous happiness and prosperity.

Keywords: Digitalization, Human Values, Challenges, Fourth Industrial Revolution, Basic Human
Aspirations

Introduction
"Artificial intelligence, big data is a threat to human beings. I think AI should support human beings.
Technology should always do something that enables people, not disable people.” Jack Ma, World
Economic Forum, 2018

The world is in Fourth Industrial Revolution, a term coined by Klaus Schwab, Founder and Executive
Chairman of the World Economic Forum, is based on Cyber Physical Systems and characterised by the
fusion of technologies between physical, digital and biological spheres. It includes technologies like
Artificial Intelligence, Automation, Virtual and Augmented Reality, Big data, Robotics, Internet of
Things, 5th Generation Wireless Technologies (5G), Additive Manufacturing/3D Printing, Fully
Autonomous Vehicles etc.

* Assistant Professor, University College of Engineering & Technology, Bikaner

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Flyzoo Hotel, first future hotel, a venture of Chinese e-commerce and media gaint Alibaba Group, is a
full panorama and large-scale use of artificial intelligence (AI) in the world. In this hotel, a visitor can
take an elevator, enter in the room, dine and to gym without calling a waiter.

Table 1: Four Industrial Revolutions

First Industrial Revolution 1765 Used water and steam to mechanize production

Second Industrial Revolution 1870 Used Electric energy to mass production

1969 Used electronics and information Technology to
Third Industrial Revolution
Automate production
2000 to Merging technology that blurs the lines between
Fourth Industrial Revolution now -a - the physical, digital and biological spheres to
days completely uproot industries

Source: Compiled from [Link]

Each revolution brings systematic implication and this one is no different. The difference is in its scope
and impact on our existing interaction, way of working and even on our identities. This revolution can
help in leapfrog traditional phases of development and accelerate its transition towards a developed
nation. Deploying these technologies optimally and strategically can create a potent mix of resources
and infrastructure that can yield quality sustainable growth.

However this revolution has its peril too. They are identified as critical economic, political and military
risks and the most immediate concern has already led to substantial job losses and could further
amplify inequality and social tensions as job markets further segregate into low or high skill segments.
The challenges posed by this revolution is as follows-

Challenges
Like all other revolutions, this revolution will also have potential to improve quality of life and raise
global income levels but this revolution is bringing with the challenges of massive magnitude which
we have not experienced in previous revolutions. Some of these challenges are-

1. Disrupt the labour market

As mentioned in figure 1, some jobs have more potential for automation than others in short run. In
long run, probably many more jobs will have the potential to automate. As per table 1, This data of
potential automation of employees is alarming, although this will not happen overnight but sooner
and later it will happen and it will happen in structured, physical and routine tasks where less skill is
required. Current skills will become redundant. New types of training and retraining will be required.

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Many workers will have to change. Change is inevitable, change is not easy, and change requires a lot of
latent energy.
Figure 1 : Job wise potential of awformation

Source: University of Oxford, Morgan Stanley Research

Table 2: Worldwide Potential for Automation – Employees Sectors (in Millions)

Country Potentially automated Total % of Total

China 395.3 772.5 51.2

India 235.1 454.2 51.8

United States 60.6 132.3 45.8

Brazil 53.7 107.3 50.0

Indonesia 52.6 101.5 51.8

Russia 35.4 70.4 50.3

Japan 35.6 63.9 55.7

Nigeria 26.1 57.1 45.7

Mexico 25.5 49.3 51.7

Ethopia 21.8 43.7 49.9

Germany 20.5 42.7 48.0

Source: Compile from [Link]

InternationalAutomation/WhereMachinesCanReplaceHumans

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

A study by consultancy company McKinsey published in 2017, a pasetest warned that up to 30 % of

hours worked globally could be automated by 2030, will potentially displace 800 million workers and
compelling up to 375 million of learning new skills for novel occupation.
([Link] media/ McKinsey/ Business% 20Functions/ McKinsey% 20Digital/
Our% 20Insights/ Digital% 20Reinvention% 20Unlocking% 20the% 20how/ Digital-Reinvention_
[Link])

Therefore, time to come will not be easy for human, new ways of working would be required to learn,
cooperation between human and technology would be searched. As rightly said by Jack Ma, at World
Economic Forum, 2018 "We cannot teach our kids to compete with the machines who are smarter - we
have to teach our kids something unique. In this way, 30 years later, kids will have a chance."

As Klaus said, “I am convinced of one thing that in the future, talent, more than capital, will represent
the critical factor of production.” ([Link]
industrial-revolution)

1. Social Inequality

That is also a matter of great concern, the largest beneficiaries of this second machine age will be the
providers of intellectual and physical capital, which will raise the gap between society. The income
level of majority of the population will decrease and same time demand for highly skilled workers will
increase than the less educated and skilled workers.

2. Extreme Ideas and Ideologies to Spread

Many people take social media as news- but that is an algorithm. It shows everything selectively. More
than 30% percent of the total world population used social media platforms to connect, learn and
share information. Ideally, these interactions would provide an opportunity for cross cultural
understanding and cohesion but it can also create and propagate unrealistic expectations as to what
constitutes success for an individual or group and also offer opportunities for extreme ideas and
ideologies to spread.

3. Cyber security and Privacy

Googlism: There is more evidence for the existence of Google than any other God worshiped today.
Google is omniscient. Google is omnipresent. Google answers all our prayers. (7days of Artificial
Intelligence ([Link] =[Link])

Researchers have predicted that by 2022, personal devices will know more about someone's
emotional state than their own friends and family because of artificial intelligence. People are concern
that their smart home gadgets are tracking their usages. Everything is connected now, and there is no
going back. We are getting more advertisement related to our last search. Mobile is tracking our

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locations. Websites are saving our information per second. The way Alexa and Homekit are working,
day is not far that we will not have any kind of privacy whether we want it or not.
([Link]

When all the smart devices and things will be connected, than there may have congestion on network,
this would make us vulnerable to cyber attacks. Any loophole may give access to hackers about all
personal and financial information.

Finally it has have potential to compromise national and international security. States have already
weaponizing AI-enabled intelligence with lethal weapon systems. Abroad range of cyber attacks on
social and military systems like in November 2017 using malware that learned and adopted its method
while spreading.

4. Adaptability Issues

Another key concern is disruption of democratic political processes and facilitates authoritarian,
oppressive practices like, AI-enabled election hacking, the abuse of social media to fuel discontent, AI-
enabled group cognition, robotic poling and computational propaganda, this may increase state
control, China is one of the example of it. ([Link]
industrial-revolution-promises-perils-and-policy-responses. The pace on which things are changing, it
is of grave concern that organisation might be unable to adapt, governments could fail to employ and
regulate technology. This will lead to a total disruption of economic and political power in the world.

5. Psychological Illness

It has witnessed that now-a-days people have more relationship with screens than with other human
beings. In all situations they find relaxation in front of screens, whether they want to play video game
or online games or want to avoid some problem, even want someone's company than they prefer
online chat over in-person meeting. Screen gives them a kind of comfort, exibility, access, and most
importantly control over the situation like whenever one wants to stop the activity, he/she can, which is
not possible when one is interacting with human being. Slowly and steadily it make a person escapist,
he starts avoiding human –human interaction which is complicated and not giving control and a sense
of power which screens are providing.

Digital technologies and social media are exacerbating feelings of anxiety and depression, disturbing
sleep patterns, lead to cyber bullying, access to inappropriate content etc. It appears that impact of
digitalization has less positive more negative on wellbeing of children and young adults. Korea is the
first country in the world to develeop a national policy for gaming and internet related problems. It is
widely increasing digital pollution and suicides among teenagers. ([Link]
systems/[Link])

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Basic Human Aspirations

Humans are unique from all other life forms on this earth. He has bestowed with qualities which are not
there in any other creature, like -

Figure 2 : Basic Human Aspiations

Emo ons
Intui on

Crea vity
Compassion

Imagina on
Mystery

Ethics
Values
Consciousness

Assistant Professor, University College of Engineering & Technology BikanerWith all these unique
qualities, the basic aspirations of human are - Happiness and Prosperity in continuity. Happiness may
be defined as being in Harmony at all four levels – self, family, society, and nature. Happiness is ensured
by the relationships with other human beings and Prosperity means having more than required
physical facilities. For continuous happiness, knowing one's own self and self of others, is pre-requisite,
with right understanding and right feelings which teaches your role in the existence. Somewhere it
seems that this fast digitalization has taken away a part of human from us which were ensuring the
basic human aspirations - continuous happiness and prosperity.

The digitalization has posed challenges directly on basic human aspirations. The first step of being
happy is in understanding the self, whereas the whole digitalization is concentrating on the bodily
requirement. It helps us in fastly communicating from the outer world through laptops, mobile; travel
fast; produce more and fast; keep yourself busy with video games or online games; use machines to
make life easy; no physical work; and now this age of AI, robotics, and IoT is even taken away that little
connection we had with other humans.

It is assumed that these technologies are making life easy, improving the quality of life of people, yes, it
is doing so but is it doing only this? If so, then why we are observing more suicides, raise in the number
of patients of depression, low tolerance, high aggression, more insecurity is societies, environment of
distrust? The World Health Organisation (WHO) estimate that each year approx. One million people die

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from suicide and mental health disorder are associated with than 90% of all cases ans studies have
shown that self-harm/suicidal behaviour is associated with obsessive internet use.
([Link]
mental-health-of-youth). This shows that there is some problem.

To live in continuous happiness and prosperity, the programme is to understand and live in harmony at
all levels -1) Self, 2) Family, 3) Society, and 4) Nature. Excessive use of technology has taken away a very
important part from us i.e. understanding of our own self. Now-a-days we do not have time to think
about ourselves. The problem is more with young adults, they are living a life of illusion, they live in
virtual reality, the world which actually does not exist. They do not interact so they also don't understand
the feelings of others. They have got the access to those devices in such a young age that too without
sense of achievement, without proper parental guidance as parents also unaware about the right way of
parenting in this fast technological world. They also have less time so instead of giving time, it is easy to
give devices. In evening, if we look at an average family, then we see that all are busy with gadgets, no
one is talking to each other.

Technology has snatched harmony from our lives. It has disturbed it at all levels. We are using
technologies to drag away ourselves from realities. No time to think about ourselves, facing problems,
thinking about other human beings of our family or society or about nature. We are becoming escapists.
And the moment we didn't get a place to hide we feel depressed, we doesn't know problem solving skills
as nobody is teaching us these things and since we are not interacting with humans so we have also not
learned these from others.

The advanced technologies of second machine age will make this scenario worst, as it is expected that
many jobs and skills will be redundant, a massive change is about to occur, and we humans are living in
illusion with no connection/harmony at all. How we will deal with these changes? A big number of
people will not have jobs means no money as well as no work satisfaction derived from the work, no
sense of usefulness, no purpose of life. The reason which was getting us busy i.e. technology, will make
us totally free, and more over we are not at harmonious connection with any other human, what will we
do? How will we deal with this situation?

The answer lies in the basics, i.e. understanding self, human- human relation and human –nature
relation and learn it to live in harmony from start. Time has come where machines are not taking our jobs,
privacy, security but they are taking our happiness from us and that is more important than job, money
and any other material thing. We need to learn human values once again, again we need to teach these
to our children, we need to remain human. Otherwise machines are becoming more human and we are
becoming machines without feelings and emotions.

In this regard an initiative has been taken by AICTE to incorporate Human Values as a subject in
Engineering and education and UGC has also started it. The Universal Human Values Course is a result of

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a long series of experiments at educational institutes starting from IIT-Delhi and IIT Kanpur in the 1980s
and 1990s as an elective course, NIT Raipur in late 1990s as a compulsory one-week off campus
program. The courses at IIT (BHU) which started from July 2014, are taken and developed from two
compulsory courses at IIIT Hyderabad first introduced in July 2005. ([Link]
[Link]/sites/default/files/ Vol.%20I_UG.pdf). Currently more than 40 Universities, IITs, NITs are
teaching this as a compulsory course and very encouraging results have been observed.

Bhutan is a country who is not using GDP as an indicator of growth rather use GNH (gross National
Happiness) as their indicator of development. Encouraged from the success of Human Value education
India, Bhutan has also started in January 2012 to August 2016, now the proposal of universal human
values is getting increasing attention in all sections of Bhutanese society as the early indicators are quite
encouraging. Presently in Bhutan, no government official can join his duty without attending the
workshop on Universal Human Values. ([Link]

It is rightly said by Klaus Schwab that this time can also be saved through values and cooperation by the
people and for the people.

Conclusion
"The computer will always be smarter than you are; they never forget, they never get angry. But
computers can never be as wise a man. The AI and robots are going to kill a lot of jobs, because in the
future it'll be done by machines. Service industries offer hope - but they must be done uniquely." Jack Ma,
World Economic Forum, 2018

Although technology is adding new powers every day still we need to remain human. Happiness cannot
be downloaded. Today we have the choice to make our future were technology to help us not to govern
us. It is said that technology is a great servant but a bad master. It is sucking up the things which make us
human. The Indian philosophy of blending science and spirituality for harmonious c-existence reaffirms
faith in human ingenuity and adaptability. Embrace technology-but don't become it. The future is driven
by technology but defined by humanity.

References
Digital reinvention: Unlocking the 'how' (January 2018). Digital/McKinsey retrieved from
[Link] unctions/McKinsey%20Digital/Our
%20Insights/Digital%20Reinvention%20Unlocking%20the%20how/Digital-
Reinvention_Unlocking-[Link]

Age Shaping the Future OECD (2018) Children & Young People's Mental Health in the Digital retrieved
from [Link]
[Link]

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Flyzoo Hotel - the world's first future hotel opens Global Times Published (December 18, 2018) retrieved
from [Link]

Hannes Ebert (December 14, 2018). India and the Fourth Industrial Revolution: Promises, Perils, and
Policy Responses retrieved from [Link]
industrial-revolution-promises-perils-and-policy-responses

IGF 2018 WS #211 Technology, Suicide, and the Mental Health of Youth (November 13, 2018) internet
Governance Forum [Link]
technology-suicide-and-the-mental-health-of-youth

International Automation, McKinsey Global Institute (January 2017) Where machines could replace
humans - and where they can't yet retrieved from [Link]
[Link]#!/vizhome/ InternationalAutomation/WhereMachinesCanReplaceHumans

Klaus Schwab, (December 12, 2015). The Fourth Industrial Revolution: What It Means and How to
Respond. retrieved from [Link]
revolution

Lauren Goode (Jan 17, 2018). Everything is connected, and there's no going back The days of benign tech
trade shows are over retrieved from [Link] ces-2018-
tech-trade-shows-gadgets-iot

Model Curriculaum for undergraduate degree courses in Engineering & Technologies, Volume -1,
(January, 2018). AICTE, New Delhi retrieved from [Link]
Vol.%20I_UG.pdf

PierreRocket (Apr 11, 2016). 7 Days of Artificial Intelligence retrieved from

Shaping the Future (c) OECD 2018, Children & Young People's Mental Health in the Digital Age Shaping
the Future retrieved from [Link]
[Link]

The 4 industrial revolutions (23 Februar y 2017) ICS & Cybersecurity retrieved from
[Link]

Universal Human Values in Bhutan Universal Human Values in Bhutan (2012-2016 ) retrieved from
[Link]

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INFLUENCING FACTORS ON PRIVATE LABEL BRAND -

TRANSFORMATION OF RETAIL SECTOR IN DIGITAL ERA
Bhavika. A. Thakkar*
Anjali Panigrahi**

ABSTRACT

The voyage to business achievement in the retail industry is involved with troubles, hindrances, and
checks that emerge from the interplay of several factors and components. Not all retailers can remain
facing impacts of external/internal factors and highlighting there competitive edges. Private label
brand concept is changing the modern E- retail business in India. The in-house brands are drastically
increasing the presence of private labels or what we call Store brands. The way retailers may have
started off as an occasional attack into a few categories over a few decades ago (in India may be a
decade ago), is now a major trend across the globe. Looking at data from various sources, store brands
or Pvt labels are in the categories from fresh to packaged foods, to health & beauty, cosmetics, pet food,
staples, OTC drugs, lawn and garden care, auto aftercare, etc., There has also been a behavioral shift in
taking a bigger share of the market from established global and regional brands, and this should be
ringing alarm bells across many brands and consumer attitude towards private label brand.

In any case, there are those retailers who have effectively exploited the progressions happening in the
customer's shopping conduct and in the retail industry in all. Retailers are presenting Private label
brands as to showcase products and build brand awareness directly with consumers as value for
money proposition introduce its own private label to cater to the diverse consumer requirements in
terms of the material, price, comfort, and convenience. The study found out that there is positive
customer perception towards private label brand is at par with national brands at selected E- retail
outlet in India. Innovation in technology, both inside the retail stores and in the hands of customers, is
one of those outer powers that impact the retail industry and is likewise the essential focal point of this
investigation. Through this investigation, the reviewer, possibly investigate retail business
transformations and factors that impact the brand value in the digital era.

Keywords : E-Retailers, Private Label, Consumer Perception, National Brand, Technology Consumer
Awareness.

* Assistant Professor, ITM Business School, Navi Mumbai (Maharashtra)

** Associate Profesor, Chethana College Mumbai (Maharashtra)

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Introduction
Retail, one of India's forthcoming ventures, has by and by risen as the most unique and quick paced
businesses of ongoing occasions with a few players entering the market. One of the courses taken up
by Indian retailers to prevail in the retail business is to concentrate on private label brands. Retailers
utilize private label brands to contend with the national brands by setting aggressive price focuses.
Deciding client perception towards private label brands is a basic piece of a retailer's marketing
technique plan process. To pick up this comprehension in regard to Indian clients particularly the young
of India, this examination was directed.

Private labels have the capacity to fulfill esteem conscious buyers. Today, the buyers are extremely
demanding and are searching for more assortments at lower prices. Private labels aren't the sub-
standard choices that they used to be a couple of years prior. They are doing exceedingly well crosswise
over different item classifications as they give great quality and focused evaluating when contrasted
and national brands. There is a great deal of potential for private labels to wind up more expansive
situated in the coming years. For the most part, private labels brands are much requested in sustenance
and clothing item classifications however the range of private label brands to different classes like
Pharmaceutical, Household Electronics, and Baby Products is probably going to increment. The
development of the private label industry in India and purchaser inclination for private labels has
supported the requirement for doing research around there.

Regarding some past examinations, over 90%, of Indian retail markets is overwhelmed and cooked by
the unorganized segment. However, with time; there has been changing in taste and preferences of the
buyers. Accordingly, the industry has moved towards ending up more sorted out. Perceiving the
opportunities for composed retail in India, various huge corporate houses have wandered into the
retail business. A portion of the models Pantaloon Retail, Shopper Stop, Reliance Retail, Tata's, Godrej,
Mahindra and Mahindra and so on. Every one of these players has the number of present day retail
designs like shopping centers, hyper stores, and supermarkets.

In the past decade, Indian customer had an attitude of first putting something aside for future and
purchasing just the minimum essentials. However, post liberalisation attention moved towards
spending and living for the occasion. With the developing younger population who are working, the
pattern has moved towards enhancing the present way of life and furthermore to explore more with
extravagance merchandise (luxury goods). The young customers are currently outfitted with higher
expendable wages, with Visas, charge cards and credits at their direction, and they are progressively
presented to the shopping society of the west. The accentuation has moved from simply procing
cognizant to requesting for progressively - structure, quality and stylishness Consumers have moved
past the fundamental survival needs and non-essential needs has caught the force particularly in the
urban and developing urban areas.

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Consumer Acceptance Towards Private Labels

Private label brands can't supplant 100 percent market share from national brands as National Brands
spend significant measure of cash in Research and Development with the end goal to

cut out and make specialties over the private label brands. Brand awareness is basic in the present
vicious focused world as there are messes of 'me-as well' items that are accessible in the market.
Creating, sustaining and keeping up the brand awareness is the greatest test for the marketer. National
Brands over-shallows private label brands in size due to their broad marketing and dispersion which
has brought about better deals, as their brands have over some undefined time frame procured a
picture synonymous with 'trust, quality and afuence'(Nirmalya, 2007).

The Customers in the Market are of Two Kinds

The first kind of customers gives greater need to the quality of the item and will pay a premium for the
equivalent.

While the second sort of customer's searches for a sensible quality item at a sensibly lower price. The
last is a more probable buyer of private label brands.

Social correlations majorly affect customers' buy conduct since purchasers' needs and requests are
regularly framed and impacted by the necessities and requests of other individuals. This can be
credited to the 'peer impact disorder', which clarifies why purchasers normally incline toward and need
to purchase what others purchase and subsequently construct a positive social picture. Along these
lines, they trust that they lessen their dimension of hazard opposite social acknowledgment for the
items they buy. This is similarly valid for private label brands.

Literature Review
Shukla, P., Banerjee, M., and Adidam, P. T. (2011) in their exploration paper examined the different
psychographics and socio-demographic elements which affect profiling of private label customers.
Promoting techniques are extraordinarily affected by socio demographics markers as they majorly
affect the buying decision dependent on the phase of the family life cycle in which a buyer lies. Value
cognizance, brand and store dependability, quality perception and so forth are some other
psychographic factors which affect buying practices of shoppers towards private label brands.

Abhishek (2014) in their paper concentrated on how a private label brand is dependent on
demographic factors and information gathered from reliability projects of clothing stores.
Demographic information identified with age, instruction, pay, and other essential data was taken
through enrolment subtle elements. Shopper's decision making process is more experiential with
regards to clothing as variables like how the clothes fit, how it feels, what it would appear that on them
when worn, and desires for how it would withstand the wear and tear and so on are considered.

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Clothes are not bought in a normal way; it is either require driven or motivation driven. Basic supply
items are purchased dependent on past experience and ordinarily for private utilization, with the
exception of when implied for visitors where extra factors may likewise become possibly the most
important factor. An examination found that private label brands buys in a classification increment
when customers see decreased outcomes of settling on a mix-up in brand decision in that class (Batra
and Sinha, 2000). This impact has additionally been seen in the classifications where the "look"
trademark commands the "encounter" one. Clothes as a class speak to and summon a higher
association and higher ticket item than basic need things. Social dangers appended to clothes are
higher. The normal for "encounter" is related to clothes while "look" attributes are related to basic
supply things (Erdem and Swait, 1998).

An examination was led to distinguish the impact of shoppers' particular demographic qualities on the
awareness and the wellsprings of data for PL nourishment items (Tzimitra-Kalogianni [Link]., 2002b). As
per their discoveries, ladies are more mindful than men of PL nourishment items and are for the most
part instructed and refreshed through retailers' publicizing yers and companions. Despite what might
be expected, men become more acquainted with about PL sustenance items when they really
experience the buying procedure themselves. Additionally, it gives the idea that more youthful
customers have a more positive viewpoint towards private label brands than the more seasoned age
(Veloutsou et al., 2004). Moschis (2003) echoes this assessment, connoting that more established
buyers are more brand steadfast and are probably going to have an inclination for the brands with
which they are more commonplace. Despite what might be expected, youthful buyers are more open
to trial and attempt new or new brands and items. This gives a chance for retailers to provide food their
private label brands to youthful shoppers.

Without any earlier immediate involvement with the concerned explicit brands or labels, the purchaser
is bound to make a choice dependent on foreseen fulfillment with that item i.e. an emotional desire for
for probability of item fulfillment (Weiner, 2000). Be that as it may, on the off chance that the item has
never been bought by the shoppers, purchasers depend on plausible prompts from different elements
like the administration related with the item including informal. This is noticeable even if there should
arise an occurrence of private label brands, where the items which are not acquired from the stores
previously, may take potential prompts from different components like the comfort of the store,
administrations conveyed, store climate and so on.

Baltas (2003) proposed that National Brands can't regularly rival private label brands as far as valuing
and consequently depend on promoting to assume a basic job in item separation. Accordingly, the
retailers need to confront the test to embrace and bolster their scope of private label brands with no
huge outer promoting. This is frequently accomplished through situating of a couple of private label
brands – close by their National Brands partners – in a daily paper embed, through in-house POP
material focusing solely on these private label brands or in TV promoting.

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Before propelling their own private label brands, retailers need to assess and look at the different
choices like how might they get, create and merchandize their items. It is without a doubt a test for
private label brands to slice through the messiness of National Brands and get a chance to emerge from
the group and find proper rack space for itself that gives satisfactory 'seeing' openings. Earlier
announced research demonstrates that quality and cost to be the two most critical parameters for the
choice of private label brands. It is observed to be decidedly

related to the shoppers' fulfillment levels since they fortify the customers' conviction that these items
offer an incentive for "cash" (Veloutsou et al., 2004). Rack space is portrayed as "one of the retailer's
most imperative resources" and an indispensable asset. Retailers utilize this as a trump card concerning
arrangements. With the end goal to get its near preference, retailers intentionally designate their
private label brands straightforwardly to one side of the National Brands they are contending with.
This is on the grounds that 90 percent of the populace are correct given and by setting private label
brands one next to the other of National Brands they get a quick ID, acknowledgment and
subsequently the likelihood of getting the private label brands is higher when contrasted with National
Brands (Suarez, 2005). The dimension at which the item is shown has a huge effect in driving deals
(Hwang et al., 2004). De Wulf et al. (2005) concur with this preface and features that rack situating is
basic for the 'take-off' of the private label brands.

Accordingly, the past review has demonstrated that the awareness dimension of private label brands is
high and individuals know about the presence of private labels. Thinking about the assortment and
offers in attire classification, it is the unmistakable pioneer in the classification in which private labels
are purchased. There is a great deal of degree to catch a greater piece of the pie in the clothing
classification as individuals need more assortment nowadays and are winding up more style
cognizant. It is obvious from the surveys that the customers that they feel that private labels offer high
caliber and that is a noteworthy rousing component behind buying private labels. Greater part of
customers has been presented to the promotions/internet based life impacts of private labels. As
indicated by them the best method of a commercial is "in-store promotions. This is essential knowledge
as this demonstrates in-store advancements and offers really impact the buying conduct of customers
and retailers should focus more on viable advancement of their private labels inside the stores.

Objectives of the Study

1. The objective of the current study was to contribute to the body of research pertaining to the level
of consumer acceptance towards private label offerings and comparing Private Label Brands with
National Brands:

2. To understand the consumer buying behaviour of young Indian consumer.

3. To study future prospects and level of competition between national brand and private label
brand.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

4. To understand the acceptance (penetration) levels of private label brand names by young Indian
customers.

Hypothesis and Research Outcomes

HI: There is positive correlation between socio demographic and buying behaviour of young Indian
customers.

H2: There is positive correlation between consumer attitude towards PLB vs national brand.

H3: There is positive correlation between preference towards PLB and level of income of consumer.

Research Methodology & Data Collection

This empirical research and review is directed dependent on structured and close-ended
questionnaires. The survey utilized in this investigation is developed dependent on the past
examinations. The survey substance of 13 questions, Primary data gathered from different customers
from metro and non-metro city over the India. The secondary data additionally has likewise been
gathered from different sources according to the need of research.

A survey was composed into three segments in regards to: (I) socio-statistic profiles of respondent; (ii)
Awareness and utilization propensities; (iii) customer perception and disposition for various
classification The 270 respondents have been chosen with accommodation inspecting strategy. The
example incorporates respondents with various age gathering, training and occupations so an
unmistakable picture of how a private name is considered in the psyches of the customers having a
place with India.

Study has been done to get clearness about the targets by cooperating with customers. From the past
research examine it was seen that private label classifications are doing to a great degree well in the
market. This illuminates development rate of private labels in specific [Link] awareness about
private label is additionally increment in specific classifications. A researcher attempts to comprehend
the key factors in charge of driving the buy of private label brand.

In the main stage, an investigation of elements driving the buyers towards the stores has been
examined. As the facts confirm that purchaser conduct is unpredictable and all the time not thought
about comprehensible. A typical obstacle is that purchasers vary crosswise over outskirts and locales
subsequently the conduct, identity and inclination cannot be disregard in such case. In current
occasions, expectation of shopper conduct is much basic for thriving of the business. Its expectation
and technique detailing is a test for the administration of any business association. Just those
associations which plan and actualize customer situated advertising procedures can get by in
worldwide focused period.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

In the second stage, the relationship between the essential factors, for example, quality number of
classifications, store name as private label name, creative private labels, advancements and price of
national brand and private labels on the store faithfulness has been contemplated. The third stage
centres on the commitment of private label as far as salary every month with statistic variable of private
labels in unmistakable segments, for example, food, grocery, home consideration and individual
consideration and so on.

Statistical tools : Data has been gathered through primary and secondary sources as depicted
previously. The measurable instruments, for example, SPSS, Correlation, Factor Analysis, and Cluster
Analysis have been utilized. Expressive Statistics, for example, mean and Standard Deviation was
produced to give an outline of the data, ANOVA for noteworthy contrast between statistic variable and
variable effect to private label.

Data Collection : Primary has been gathered by a review technique through structured survey popular
retail outlets like D'Mart, Reliance new, Apana bazar, more were considered for the examination. The
secondary data was gathered through daily paper, magazines, diaries and web.

HI: There is positive correlation between socio demographic and buying behaviour of young Indian
customers.

Shopper purchasing conduct to a great extent relies upon the demographic components like age,
sexual orientation, family life cycle, training, occupation and so forth. Its likewise rely on needs of
person. These components help the purchaser in choosing their inclination towards national brand or
private label items. Information System is a formal, governmental systems calculated to gather,
process, accumulate, and share out information. In perspective, governmental systems are collected by
four mechanisms: task, people, structure (or roles), and technology. It is a system collected of people
and computers that interprets information. The term is also at times used in more restricted senses to
pass on to only the software used to run a computerized database or to pass on to only a computer
system. Information system aims to maintain operations, management and decision-making. An
information system is the information and communication technology (ICT) that an association uses,
and also the way in which people cooperate with this technology in maintain of business processes.

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Table 1 : Demographic Composition of The Sample Data: Gender

Table -1 Gender Frequency Percent Cumulative Percent

Male 163 60.15% 60.15%
Female 108 39.85% 100%
Total 271 100%
Source : Primary Data
Table 2 : Demographic Composition of The Sample Data: Age Group

Age Group (years) Frequency Percent Cumulative Percent

15- 20 19 7.01% 7.01%
21-25 157 57.93% 64.94%
31– 35 19 7.01% 71.95%
36-40 7 2.58% 74.53%
41– 45 17 6.27% 80.8%
45 and above 23 8.49% 89.29

Source : Primary Data

Table 3 : Demographic Composition of The Sample Data: Income Group

Income Group (Rs) per Frequency Percent Cumulative Percent

month
Below 2 lacs 147 63.36% 63.36%
2 -3.5 lacs 31 13.36% 76.72%
3.5 to 5 lac 23 9.91% 86.63%
5 to 6.5 lacs 14 6.03% 92.66%
6.5 lacs and above. 17 7.33% 99.99%
Total 232
Source : Primary Data
Over every single Table show the larger part of members are male (60.15%) and age bunch between 21-
25 years of age (57.93 of aggregate number of respondent. The most astounding occupation for the most
respondents is from understudies (48.52%). Numerous respondents earned RM under 2 lacs month to
month family unit salary (63.37%) while most respondents are single (72,32%) of the aggregate.

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occupation, family pay, age and sex. These outcomes prompted further testing of the circumstance as
family unit pay, occupation age and sexual orientation do show huge contrasts in the buyer conduct in
markets, where retail is an application zone.

H2: There is Positive Correlation Between Consumer Attitudes Towards PLB vs National Brand.

Consumers' Familiarity of Private Label Brand and National Brand

Table 4 : Can You Differentiate Between Private Label (Own Brands) and National Brands
While Making A Purchase?

Difference Between Private Brands and National Brands

YES 238 88.81%

NO 30 11.19%
Source : Primary Data

Table 5 : Prodict Accessibility

Table - 5 Food Grocery Personal care Home Care

Price 14% 19% 13% 18%

Quality 35% 32% 26% 23%

Value of Money 17% 18% 14% 19%

Brand 13% 10% 27% 17%

Peer Feed back 6% 4% 8% 8%

Store Loyalty 6% 7% 4% 5%

Availability 9% 10% 7% 9%

Source : Primary Data

Result appeared in the table for grocery and food things accessible in the place of procurement and
that they are very much educated about the presence of the PLBs, t (35%) of respondents give Quality
as inclination while obtaining food thing (32%) on grocery and (27%) give brand as inclination as close
to home consideration. Brands of store which reects because of individuals are occupied with best
quality on the off chance that they are prepared to give best price financial circumstance. Price
affectability in purchaser conduct and brand unwaveringness are the primary factor that draw in
customer towards national brands. Purchasers secure more data about the item particularly when
there are comparative quality products in the market.

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Figure 1 : Respondent's Opinion Figure 2 : Respondent's Opinion

for Labeled Products

While making the purchase for the following items In which of the following categories you buy private
what is your preference? labeled product in the super market?

Source : Primary Data Source : Primary Data

As indicated by the overview discoveries, dominant part of the purchasers (25%) go in for purchasing food
like Milk, oil, nodules and fresh fruit and vegetables as the hazard apparent associated with purchasing
this things is low, grocery like Wheat, Maida entire heartbeats are the following favoured things by
customers (22%) and this isn't real distinction in term of food thing. This might be expected prevalence that
the brand has, individual consideration things involve vital place in purchaser bin and it has been
discovered that (21%) of customers lean toward private label food things and this reects upon the
apparent financial circumstance that is winning in the present circumstance Also while obtaining everyday
family looking for the family regularly incline toward private label give more inclination to individual
consideration item. According to research the above this is appeared in the diagram.

Table 6 : Result of multiple regressions analysis for overall consumer attitude towards Private label

Variables Dependent
Purchase Intention
Independent ß T
Price 0.54 4.49*
Quality 0.25 2.58
Value for 0.21 0.89
Money
Brand 0.19 0.816
Peers feed back 0.10 -1.07
Store loyalty 0.52 4.47
P value .000
R² 0.49
F Ratio 10.76

Note: * p < 0.01, ** p < 0.05

Source : Primary Data
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R² Statistic indicates 49 percent of the aggregate variance for the estimation of shoppers' buy goal
towards private label items is clarified in the model. Expectation towards private label items. 'Customer
saw price' was the most grounded indicator (ß=.54, t=4.49) trailed by Store faithfulness '' (ß = 0.52, t
= 4.47). This table outcome likewise express that 'price' is a noteworthy indicator of how likely a
shopper will buy private label items

These discoveries demonstrate that the most imperative factor in deciding shoppers' demeanour
towards private label items is their general conduct towards private label items. The more inspirational
state of mind they have towards those items, the almost certain they will get them.

H3: There is Positive Correlation Between Preference Towards PLB and Level of Income of Consumer.

Table – 8 Paired Samples Correlations

N Correlation Sig.

Pair 1 Age group: 232 .883 .000

&
Income per Month

Pair 2 Are you 231 -.432 .000

Currently:
&Income per
Month:

Source : Primary Data

The P value 0.000 indicates very high significance is very large. There is strong correlation between age
group and Income per month indicating that as age group increase in this sample. Similarly, there is
high correlation between employment status and Income per month. Negative correlation indicates
that currently unemployed (mostly student) will have low income per month compare to others.

Limitations and Recommendations

For further investigations in regards to our trial plan and test qualities, we know that up close and
personal meetings vary from online questionnaires and that our example does not regard populace
design in metro and non-metro urban areas as far as training level. Regardless, we trust that the
greater part of our respondent was unquestionably ready to comprehend the point and also the
properties proposed. One arrangement is gathaed more questionnaires with the end goal to achieve a
sensible number of individuals with markets to accumulate up close and personal meetings. Anyway
even these suggestions present a few points of confinement as far as necessities, capacity to control
the statistic factor and monetary conditions.

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Conclusion
The significant targets behind this investigation were initially to find the nature and dimension of
shopper acceptance and furthermore to discover customer awareness and perception towards private
label contributions. In this examination, we inspected how Indian customers'

uniquely youth see private label brands in some item classes in contrast with national label brands. The
present investigation offers an understanding into the client's perception and fulfilment of private label
brands over the item classifications. From the past overview done, in endeavouring to clarify between
classification varieties in client perception of private label brands, the demographic variables and other
factor which inuence the buying conduct has been considered. The discoveries of the examination can
be valuable to retailers in figuring techniques to make items other than the national branded ones
satisfactory in the market. An examination of perception and fulfilment with private label brands can
besides help retailers in creating more grounded store/private label brands and in expanding their
quality and acceptance in the market. The Indian retail industry is developing with each passing day. In
spite of the fact that exceedingly worthwhile, there is a solid rivalry in the market among composed
and disorderly retailing with both branded and unbranded items makers competing for an offer in the
pie. The discoveries of the present examination give essential bits of knowledge to all private label
makes in India to build their dependable balance and effectively contend in the Indian retail market.

The investigation of the purchasers from this examination offers to ascend to suggestion from business
contemplates keen about how a retailer could deal with the difficulties in offering private labels. It
winds up pivotal for a retailer to know the financial matters of the business, not exclusively to take in
the customer inclinations yet additionally to configuration proper techniques by assessing the buyer
perceptions which help in shaping the purchaser state of mind. It is additionally huge for the business
to catch the gatherings of people by planning esteem contributions for those private label classes
which shoppers are slanted to a more noteworthy degree consequently expanding the wallet offer and
striking proficiency in the general esteem conveyance process.

References
Abhishek. (2014). Private Label Brand Choice Dynamics: Logit Model Involving Demographic and
Psychographic Variables. South Asian Journal of Management, vol. 21, No. 1, pp. 49-64

Batra, R. and Sinha, I. (2000), “Consumer-level factors moderating the success of private label brands”,
Journal of Retailing, Vol. 76, No. 2, pp. 175-91

Baltas G (1997), “Determinants of Store Brand Choice: A Behavioral Analysis”, Journal of Product and
Brand Management, Vol. 6, No. 5, pp. 315-324.

Baltas G (2003), “A combined segmentation and demand model for store brands”, European Journal of
Marketing, Vol. 37, No. 10, pp. 1499 – 1513.

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De Wulf K, Odekerken-Schröder G, Goedertier F (2005), “Consumer perceptions of store brands versus

national brands”, Journal of Consumer Marketing. Vol. 22, No. 4, pp. 223- 232

Erdem, T. and Swait, J. (1998), “Brand equity as a signalling phenomenon”, Journal of Consumer
Psychology, Vol. 7, No. 2, pp. 131-57.

Hwang H, Choi B, Lee M (2004), “A model for shelf space allocation and inventory control considering
location and inventory level effect on demand”, International Journal of Production Economics.
97, pp. 185-195.

Kumar, Nirmalya and Jan-Benedict E.M. Steenkamp (2007), “Private Label Strategy: How to Meet the
Store Brand Challenge”, Boston, MA: Harvard Business School Press

Moschis G (2003), “Marketing to older adults: an updated overview of present knowledge and
practice”, Journal of Consumer Marketing Vol. 20, No. 6, pp.516 -525.

Nirmalya K (2007), “The right way to fight for shelf domination”, Advertising Age, Vol. 78, No. 4, pp. 24
- 35

Suarez M (2005), “Shelf space assigned to store and national brands: A neural networks analysis”,
International Journal of Retail Distribution Management. Vol. 33, No. 11, pp. 858-878.

Shukla, P., Banerjee, M., & Adidam, P. T. (2011). Impulse buying, loyalty and consumer segments in
retailing: the interplay between psychographic and socio demographic factors on consumers'
attitude toward private label brands. AMA Summer Educators' Conference Proceedings, pp.
22312-313

Tzimitra-Kalogianni, I., Kamenidou, I., Priporas, C., & Tziakas, V. (2002b), “Age and gender effects on
consumers' awareness and source of awareness for food related private label brands”,
Agricultural Economics Review, Vol. 3, No. 1 , pp. 22–36

Veloutsou, C., Gioulistanis, E., & Moutinho, L. A. (2004), “Own labels choice criteria and perceived
characteristics in Greece and Scotland: Factors inuencing the willingness to buy”, Journal of
Product & Brand Management, Vol. 13, No. 4, pp. 228–241.

Weiner, B. (2000), “Attributional thoughts about consumer behavior”, Journal of Consumer Research,
Vol. 27, No. 3, pp. 382-7

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DIGITAL PROGRESSION : THE FLAVOR OF TIME

Pallavi Mehta*

ABSTRACT

The digital progression has changed the lifestyle of individuals as well as the technologies have
permeated into each and every aspect of our personal and corporate life spectrum. We all are more
and more depended on the technology and IT enabled services to order food and eatables, ight tickets
booking or hiring a taxi, applying for exams, filing of income tax returns or applying for a passport. The
entire silo of technology and gadgets related to it as well as Information and Communication
technology (ICT) e-government system, internet or broadband facility and Wi-Fi connectivity, are
infused in our lives as a new era of technological advancement to symbolize an innovative wave of
digital environment starting from payment up to advertising, media publicity, hiring employees, and
the list goes on. Technology is now as mandatory as electricity .India is the youngest country with
second high population among all the nations but it is still considered to be an emerging economy. The
better part to this is it is going through a phase of change rather competitive change and digital
progression is proving to be a catalyst for robust economic growth and elevation in the GDP as well as
other parameters of the economic development. The digital revolution is a long process and still a large
section of the society is untouched but we have to increase the reach of digital technology to the
untapped market which has an immense potential which can develop a competitive advantage and a
positive scenario for the economic system. It will inculcate an initiative to reframe the policy framework
in terms of implementation and execution. The various components of digitalization should stride
towards common goals of strengthening the economic as well as social front of the nation.. the global
corporate are moving towards artificial intelligence and businesses will be taken over by data system
and analytics in near future .

Digital India is one of the most inspiring program of the Indian government and it will ensure to set up a
momentum for the various global opportunities and establishment of a proper digital support system
with infrastructure, broadband ,internet connectivity, wi-fi ,cloud computing and to a large spectrum of
developing commercial as well as public services. Digital progression will lead India to emerge as a
fastest emerging economy which will definitely change the avor of time. The paper discusses the
digital progression in India with awareness level of people and satisfaction level. Some of the
challenges of digital progression are also highlighted for ease in eradication of the obstacles for
smooth implementation of digital India campaign .

Keywords: Digitalization, Digital India, Emerging Economies, Digital technologies, ICT

*Associate Professor, Faculty of Management, PAHER University, Udaipur

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Introduction
The economy like India is moving at a fast pace and ahead of other emerging economies due to its
ability to link its economic goals with the new age innovation and development . Its inherent linkage
with the technical knowhow and its ability to keep stride with expertise and skill has given it an
advantage over the competitors.

The globe is changing on an expansion pattern with the changing need of technology and during
recent years this change is noticeable over the landscape. Technological innovation is imperative and it
has kept no sector intact. Digitalization has become more important than ever before and it is the
avor of the time and need of the hour whether we talk of business or economy.

Technology can support India to be a digital economy and a knowledge-based society by empowering,
connecting and protecting everyone. The Indian economy will turn into a global knowledge hub by
2022 which will be the celebration of the diamond jubilee of our Independence. The three pillars of this
success are innovation, research and technology which are the key success factors for any nation to be
strong and they will play a major role in the advancement of the .system and procedures.

Innovation and technology will be avor of time to support digital era which can be enabled through
empowerment, equity and efficiency and fixing data and linking people with governments, bringing
functional transparency and bridging the gap between positive mandate and resources.

India's demographic dividend has supported the digital revolution but despite being a software services
capital of the world, the advantages of technology are not evident and it is only superficial wherever
noted. The absence of a proactive political vision is the main drawback and the full potential of technology
is to be centered towards percolation of the digital stint in the lower levels of the economy.

Digital Initiatives in India

The victory and branding of any country is the contribution of the government to initiate the
technological advancement in the economy and the willingness to transform. The digital initiatives of
the government is supported by the Indian software services industry and the benefits are to be
accessed by next wave of “Made In India” technology, products and novelties.

According to an article in Economic Times, PM said, “Today India is making tremendous progress in the
field of digital infrastructure. Broadband connectivity is reaching villages, over 100 crore mobile
phones are active in India. 1 GB data is cheaper than the smallest bottle of cold drink. This data is
becoming the tool for service delivery”.

The making of Digital India is evident and is progressing in creation of the country savor and
experience the avor of digitalization through active role and participation of the government in
actively promoting digital transformation.

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Digital India is a drive launched by the Government of India in lieu to safeguard the interest of the
residents and the Government's services which can have an increased outreach to improve the online
infrastructure and by increasing Internet connectivity which can augment digital empowered in the
field of technology. The connect will initiate connections and interconnections including plans to link
the gaps between urban and rural areas, developed and undeveloped with high-speed internet
networks. The most important pillars of Digital India are the development of secure and stable digital
infrastructure, delivering government services digitally, and universal digital literacy.

The digital initiative will prove to be a enabler as well as beneficiary of other key schemes launched to
make a move on the digital front, such as BharatNet, Make in India, Startup India and Standup India,
UDAN-RCS and E-Kranti.

We know the vivacity of the nation with a population of 130 crore people with 123 crore Aadhaar
digital biometric identity cards 121 crore mobile phones and 56 crore internet users in December 2018
up from 481 million people in December 2017, and 51 per cent growth in e-commerce which depicts
the scope and opportunity for digital expansion. Unique identity Aadhaar is one of the key pillars of
'Digital India', to enable a digital identity for strategic involvement of public in social and financial
inclusion. It is unique and robust enough to eliminate the risks of digital transactions and primarily to
roll out several government schemes for effective governance and promotion of transparency in
service delivery

Nine Pillars of Digital India

Digital India aims to provide the much needed thrust to the nine pillars of growth areas, namely

 Broadband Highways

 Mobile Connectivity

 Public Internet Access Infrastructure

 E-Governance: Restructuring Government through Digital Technology

 E-Kranti – Service delivery through electronic mode

 Knowledge base and Information for All

 Reorganization of Manufacturing through electronic adaptation

 Early Harvest Programs

 Digital Payments

These nine pillars are changing the face of India and has lead to change the time from traditional era to
the technological era.

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Objectives of the Study

1. To understand the awareness level of the people about various digital progression.

2. To assess the individuals satisfaction towards the digital progression.

3. To study the challenges of digital progression.

Demographic Profile of Respondents

The exploratory study was conducted with a sample size of 1000 individuals to understand the attitude
and satisfaction of individuals towards the digital progression.

Figure 1 : Demographics of Respondents

Source : Primary Data

 62% individuals are male and 38 % are female.

 30% belongs to under graduate category, followed by 40% in graduate category, 8% in post
graduate category and 22% in others category.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

 10% sampled respondents belongs to 20-30 years age group followed by 50% in age group of 30-
40 years, 25% in 40-50 and 15% are having age above 50-60 years.

 The occupation of sampled individuals were noted as 22% student ,23% were self-employed 21%
of them were employees either private or government institution.

Hypothesis Testing
Ho1: There is no significant relation between awareness level of the sampled respondents about
various digital programs and demographic profile of the respondents like gender, age etc.

Ha1: There is a significant relation between awareness level of the sampled respondents about
various digital programs and demographic profile of the respondents like gender, age etc.

Table 1 : Awareness Level of Sampled Respondents

Gender

Male Female Total

High 350 80 430

Moderate 190 90 280

Low 80 210 290

Total 620 380 1000

Source : Primary Data

Figure 2: Gender Wise Awareness Level of Respondents

Source : Primary Data

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From the above table and graph it is clear that out of 620 male respondents the awareness level of 350
is high, moderate of 190 and 80 have low awareness level regarding various digital programs. When
the awareness level of female respondents is studied it is evident that out of 380 females 210 have a
low awareness level,90 have a moderate and only 80 have high awareness level

Result of Chi square Test: The Tabulated value of chi square at 5% level of significance and 2 degree of
freedom is 5.991 and the calculated value is 42.502. The calculated value is more than the tabular
value and so the null hypothesis is rejected which proves that there is significant relation between
awareness level and gender of respondents regarding various digital programs

H02: Gender of respondents has no significant relationship with satisfaction level regarding
various digital programs

HA2: Gender of respondents has a significant relationship with satisfaction level regarding various
digital programs

Table 2 : Gender of Respondents

Gender of Respondents Satisfied Total

Yes No

Male 440 180 620

Female 230 150 380

Total 670 330 1000

Source : Primary Data

Figure 3: Gender wise satisfaction of respondents

Source : Primary Data

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

From the above table and graph it is clear that out of 620 male respondents, 440 are satisfied and 180
are not satisfied regarding various digital programs. When the satisfaction level of female respondents
is studied it is evident that out of 380 females 230 are satisfied and 150 are not satisfied.

Result of Chi square Test: The Calculated value of chi square is 2.565 atone degree of freedom and 5%
level of significance which is less than the tabular value 3.841 so the null hypothesis H0 is accepted. So
Gender of respondents has no significant relationship with satisfaction level regarding various digital
programs.

Challenges of Digital Progression

• Speed: The speed of the technology is stirring at a fast pace and it is bit difficult for the individuals
to match this [Link] changing expectations of the stakeholders and the business phenomenon
with ever increasing change in the innovative market structure is making things more complex.

• International Competition: The various competitive forces both at national and international
level and increasing customer demands requires incessant augmentation, and combination of
various factors like right time, accessibility, skill development, product innovation and
combination of various disciplines like information technology, graphical content, technological
services and so on

• Constant Innovation. There is an fundamental need for unvarying innovation for all entities be it
policy makers, entrepreneurs, consumers, service providers without which they face the threat of
extinction or being out casted by competition.

• Adaptability: The adaptability of the technological innovation and far sightedness of the changes
is the prerequisite to amalgamation of digital system with day to day business operations. The
scale and scope of adaptation should be well defined to sustain for a long time The services and
programs should be changed with the changing market needs .

• Maintenance of cost and time management. The dependency of the programs lie on the proper
implementation and projection of digital infrastructure as well as distribution channels.

• Lack of Co-ordination and adoption. This digital inducement in the economy requires lots of
coordination Fast adoption to transform India into a digitally empowered society and knowledge
economy is an umbrella project involving participation of several departments and demanding
commitment & effort. Hence, strong leadership and timely support of all the involved entities will
play a vital role. According to analysts, the Digital India plan could boost GDP up to $1 trillion by
2025.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Conclusion
Digital India is one of the most ambiguous program of India , an initiative to make India as a vibrant
emerging economy. It was initiated for technological transformation and to empower the economy for
sustainable development. It will ensure empowerment of the residents and to beat global competition
on growth front. E governance and digital initiatives will speed up the overall development pace and
will help India to move from emerging to developed economy. Services like digital payment, E-kranti
,E-gov, etc. will help to create a knowledge economy with more awareness and satisfaction of the
masses. The gender differences should also be minimized to ensure a balanced growth to create a new
India. Technological progression is necessary for developing economy like India who is is aspiring to be
a global leader on technology front. The challenges of digital progression are many and they have to
be productively faced by the implementers as well as the executors.

References
[Link]

The Nine Pillars of Digital India available at [Link]

india/

Digital population in India as of January 2018 (in millions) accessed at [Link]

statistics/ 309866/ indiadigital-population.

[Link], 2019. World development report-world bank document available athttp://

documents. [Link]/ curated/ en/ 841491468326182239/ pdf/ 676200PUB0EPI006
[Link]

Srivastava (2017) Digital India-major initiatives and their impact: a critical analysis retrieved from
www. [Link]

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DIGITAL TRANSACTIONS ADOPTION BY

RURAL RETAILERS: AN EMPIRICAL STUDY IN
SOUTH RAJASTHAN

Nidhi Nalwaya*
Khushbu Agarwal**

ABSTRACT

A Deloitte report on effect of demonetization on small businesses asserts that, the move may impact
small businesses, as many such businesses deal in cash despite several government mandates to
adopt technology to increase digital cash transactions. An (RAI) and A T Kearney report entitled “Retail
in the era of the connected consumer” divulges that close to 93% of Indian retailers are expected to
adopt novel technologies like digital wallets providing users an option to shop without carrying cash.
Even before demonetization, Indian digital payments had been expected to shoot up. Google and
Boston Consulting Group in July 2018 had said that the market could be worth about five hundred bn $
by the year 2020.

Internet penetration in the hinterland has led to a host of new developments, with growing
access to technology such as broadband and 4G telecom standards , smart phones/ tablets and
dongles along with the acceptance of the idea of e shopping which is set to drive future B2C and B2B
transactions eco-system. In the same vein it needs to be emphasized that effect on Tier 2 and 3 cities
and mofussil towns is all the more pernicious because of the lack of bandwidth and cost of access.

This paper empirically examines the factors that affect the adoption of digital transactions by Retailers
(Grocery/kirana stores, Dairy Booths, Medical stores etc.) in South Rajasthan (Udaipur, Sirohi,
Dungarpur, Banswara). This study aims to test five hypotheses on factors that persuade the e-cash
adoption with the help of data collected from a sample size of 200 retailers in the factors selected
were security concerns, Comparative advantage, Ease of Use, Rural Retailer's Adaptibility, Cost
associated to assess their impact on Digital Transactions adoption. The study underlines the
importance for rural retailers in South Rajasthan to adapt for e cash against the onslaught of organized
retail and the looming GST eco system.

Keywords: Rural Retail, Digital Transactions, South Rajasthan

*Assistant Professor, Pacific Business School, PAHER University, Udaipur

**Assistant Professor, Pacific Business School, PAHER University, Udaipur

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

INTRODUCTION
In today's wired and wireless business scenario, recent studies in Rajasthan on electronic commerce
(digital business practices) adoption by retailers have paid attention to the (B2C) part of e business
practices because the cyber dispersion rate has increased considerably in the last years. A current
statistic by [Link] reveals that the average expansion rate of internet penetration in the country
between 2014 and 2018 was 386.8 percent per year and in 2017 total Internet users were 34.8%. of
the population.

The enhanced potential in ease of business has encouraged rural retailers to shift from conventional
methods to the online mode. Thompson and Ranganathan in 2004 had put forth that retailers do have
a superior inducement to espouse digital business practices than consumers since it offers numerous
benefits to retailers such as immense cost cutting in transaction costs, enhanced competence and
strategic litheness by increasing vibrant and exible associations with the main trade partners.

Due to the global reach of digital business practices, retailers in the EM nations have begun to adopt
digital business practices in their businesses as per study by (Rao and Metts 2003); but retailers in rural
south Rajasthan as other emergent states are still unwilling to use digital business practices in their
everyday business operation due to infrastructure impediments and cost overruns.

Hence, it is imperative to make out the factors that control digital business practices adoption among
retailers in rural south Rajasthan. These would immensely help the managers who handle the
distribution and Logistic support to the companies that supply SKU's to the retailers in predicting digital
business usage rates and evaluating the potential growth of digital business practices in the area
assigned to the individual manager.

To discover the relationship between various essential factors and intention to adopt digital practices
and analyze the factors that inuences the intent to adopt digital business practices amongst retailers
of rural south Rajasthan.

OBJECTIVES OF THE PAPER

The rationale of this research is to study the key determinants of digital transactions adoption by
retailers in rural south Rajasthan. What factors determine adoption of digital business practice by rural
retailers? The paper is purports to look at the factors that persuade or daunt the retailers' adoption of
digital business methods for transactions.

The implementation of Information systems is dependent upon “specific social, cultural, economic,
legal and political contexts, which may differ significantly between countries” as per certain research ,
this “limits the overview of research results from developed countries to developing country contexts”

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

The retailer's awareness, perception or apprehension about his existing and potential use of digital
techniques and tools to find out the factors that persuade or discourage digital business adoption.

Researchers have identified quite a few factors that persuade for the adoption of Information
Technology systems in various industries, prominent amongst them are (a) The cost of technology (b)
Exterior pressure (c) the characteristics of the owner-manager (d) Security etc. Consequently, these
factors are creditable to be explored while explaining the adoption blueprint of digital business
methods for transactions by retailers in rural south Rajasthan. In addition to these factors the
expenditure on adoption and maintenance of the system is also a significant aspect.

The rationale of this study is to identify the key factors persuading the Digital Transactions adoption by
retailers in South Rajasthan. Security Concerns, Comparative advantage, ease of use, Rural Retailer's
Adaptability and Cost Associated were found to be significant in envisaging the rural retailers'
intention to use digital business practices.

A) Security

In a number of studies it was found that the main barrier in developing Digital business procedures and
practices is the security of using the same. To adopt Digital business protocols information securely, it is
crucial for the entity to have reliability of the complete system.

The alarm of losing trade secrets creates disinclination from retailers to consider getting into the Digital
business procedures in the business arena as per Killikanya 2000.

H01 : Rural Retailers who have a high perceived security risk are less likely to adopt Digital Transactions

B) Comparative Advantage

Comparative advantage has been established as the formidable predictor and also positively
associated with an innovation, with a view of the recompense that e-cash offers, it would thus be
anticipated that retailers who perceived e cash as beneficial would probably adopt it.

H02: Rural Retailers who have a higher perceived comparative advantage from the implementation of
Digital Transactions are favorably inclined to follow its adoption.

C) Ease of Use

Information systems that the user perceives to be easier to apply in his business as also being less
complex , increases the likelihood of its adoption and usage, this would be likely to be accepted by
users only when the proper skills and consideration of the technology are available .

H03: Ease of Use has a positive effect on adoption of Digital Transactions.

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D) Rural Retailer's Adaptibility

The level of Rural Retailer's adaptability has frequently been identified as a significant factor of
Information Technology adoption. An organization which does not have such a capacity is disinclined
to as well as less likely to adopt, the retailers with deficient inclination may incur elevated initial costs
when executing the innovation.

H04: Retailers with superior adaptability are more likely inclined to adopt digital business practices.

E Cost Associated

The expenditure on the adoption of the digital practices is a vital factor in use of the digital platforms.
The costs of digital cash practices comprise of investment in the route of its adoption like physical
assets of networks, laptops/ tablets/ Smart phones etc there is a straight and major relationship that
exists between adoption of technology and the expenditure thereto. The lesser the cost of adoption,
higher is the probability of the novel innovation such as the digital business practices being adopted by
the entity and vice versa.

H05: Retailers who perceive higher costs are involved in the adoption of Digital transactions are less
likely to adopt the same.

RESEARCH METHODOLOGY
An experiential analysis was undertaken to test the hypotheses consisting of survey method.

DATA COLLECTION
The area of the field survey was South Rajasthan (Udaipur, Sirohi, Dungarpur , Banswara) with a focus
on the rural retailers . A total of 320 retailers were selected through stratified sampling from the
sample. A Survey tool comprising of a questionnaire were administered to the selected retailers of the
research sample. A total of 208 filled questionnaires were received, out of which 8 questionnaires
were found inadequate due to deficient responses hence, 200 questionnaires were put in use for the
subsequent analysis.

The profile of the responding Retailers is as below. A majority of the surveyed Retailers i.e. (56%) had
been in the trade for a tenure < 1 year but > 2 years, barely 18 respondents were in the trade < 1
year, 35% Retailers were in trade > five years.

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Table 1 : Demographic Profile and Descriptive Statistics

No of years in business Frequency Percent
>1 year 18 9
1 year > 5 years 112 56
5 > 10 years 52 26
10 < 18 9
Education level of Respondents’ Frequency Percent
>Graduate 44 22
Graduation 130 65
P.G. 26 13
Internet usage Frequency Percent
Internet user 124 62
Non Internet user 76 38
Period of Internet usage Frequency Percent
>1 year 30 24.19
1 >5 years 47 37.90
5 >10 years 37 29.84
>10 years 10 8.07
Source : Primary Data

Only 7.9 percent of the respondents were Internet users of 1–3 years, only 10 retailers were Internet
users exceeding 4 years. It emerged that, barely about 29.72 percent of the responding retailers were
Internet users of >3 yrs but < 4 years. The results point to the fact that majority is highly educated
inclusive of 78% of respondents being either a graduate or a postgraduate.

Measuring Instrument
The respondents were asked to rate the responses on a six-point Likert scale , with 6 as strongly agree
and 1 as strongly disagree.

Table 2 : Multiple Regression Results

Variable Coefficient t-value Sig. Supported
Security 0.123 2.459 .015* Yes
Comparative Advantage 0.282 3.951 .000** Yes
Ease of Use 0.247 3.454 .000** Yes
Organizational inclination -0.306 3.902 .000** Yes
Cost Associated 0.044 0.585 .559 No
Level of significance of the t-value: *p ≤ 0.05; **p ≤.001
Source : Primary Data

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COMPARATIVE ADVANTAGE
The results of the analysis indicate that most managers' perceive Comparative advantage to be a
considerable forecast for digital business practices adoption (beta = .123; t-value 2.459 significant at p
0.05), which provides strength to the first hypothesis.

SIMPLICITY OF USE
The perceived simplicity of use is not considerably associated with increase to use intentions of digital
business practices. Negative sign shows that digital business practices are hard to use for retailers in
South Rajasthan; analysis shows results of ease of use (beta = –0.017, p-value = .728), indicating that
complexity has a negative effect upon digital business practices adoption amongst retailers.

A majority of the prior studies put forward that more complex a new technology is perceived to be, less
likely it would be adopted. One probable reason is that retailers in South Rajasthan are still reluctant to
use Digital/ Electronic Commerce in trade operations. Only about 25 per cent of the Retailers in South
Rajasthan have a presence on the www and also utilize IT on a daily basis according to latest UCCI data.
Since these retailers are reluctant to use digital business practices, apprehensions that are aggravated
by any potential complexity is the main and significant deterrent of digital business practices adoption
amongst them.

ORGANIZATIONAL INCLINATION
The higher levels of perceived organizational inclination are associated with amplified intentions to
adopt digital business practices in the trade. As per data analysis of this study, Organizational inclination
demonstrated significant inuence over the adoption of digital business practices (beta = 0.282, p-
value = 0.001).

SECURITY
A series of research concludes that concerns regarding perceived security are the main hurdle to the use
of digital business practices by trade. Superior levels of perceived security are related to decreased
intentions in the adoption of digital business practices initiatives.. The analysis illustrates that (beta =
–0.306, p-value =.001), this illustrates that when retailers are fearful about security, the degree of
digital business practices adoption is lower.

COST ASSOCIATED
Although the findings conclude that perceived cost has a positive relationship with digital business
practices vis- a'- vis the intention to adopt, this relationship is not significant (beta = 0.044, p-value
=.559).

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CONCLUSION
This paper has endeavored to research the adoption or rejection of digital business practices by the
retailers in South Rajasthan, analysis illustrates that Comparative advantage, organizational inclination
and security and cost associated are significant elements of digital business practices adoption.

The study concludes that there is a 53 percent variance in the retailer's intention to adopt digital business
practices. As its share in the e-biz pie of the country increases, the state of Rajasthan expands its, it is
imperative that the factors that hold sway over the retailers' adoption of the digital business practices
be properly understood so that it is put to use in perspective regarding the future trends in digital
business practices expansion.

This study has concluded that respondents have cited that digital business practices is a multifaceted
structure and the system should be prepared in such a manner which can be as user-friendly as doable
, because not all the users in many parts of the country are well acquainted with computers and the
www, especially the retailers who are senior citizens.

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THE FUTURE WITH A SINGLE SOURCE OF TRUTH

ABOUT KENYANS
(INTEGRATED POPULATION REGISTRATION SYSTEM)

Joshua Gisemba Okemwa*

ABSTRACT

The president of Kenya launched the integrated registration population system (IRPS) in a bid to bring
the details of all Kenyans together to boast e government. It has a central data base where all
information of Kenyans and foreigners in the country will be documented. All information will be
retrieved from one single source hence duped as a single source of truth. IPRS will contain transparent
data that will make verification easy for both private and public bodies. Credible information is
important and strategic for planning, developing and delivery of services to the citizens. The old
system is quite difficult to navigate when performing day to day activities. It limits the functional
capacity of government and other stake holders in dealing with long term issues that are hindering
social development they include: corruption, double registration, impersonation, fraud detection and
so on. (IRPS) was rolled out by government in 2015 with government expressing how the country was
to benefit from the implementation of the system. In this paper discuss the functionality of the system
and state the benefits of the system that will mold the future of the country. Proper understand of the
system operation will encourage smooth transition.

INTRODUCTION
It is a right for every Kenyan citizen after attaining eighteen years to be issued with a national identity
card. National identity card is a proof of citizenship that enables one to purchase property, obtain
employment, access higher education and so on. Lack of the important document can cause one to be
frequently arrested and not being able to access government services. [5]

Kenyan citizens traditional used national identity card as the base sole proof of citizenship. Along with
the ID citizen they are issued with a number of other cards since they require other different services
from the government, they include: voters' card, driving license, educational certificates and so on. This
cards issued are given by different commissions under the same government. Since there is no central
database, retrieving documents when required poses a lot of challenges which delays service delivery.
[4, 2]

*Research Scholar, Department of Computer Science, Bhupal Nobles' University, Udaipur, Rajasthan

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In recent years the government has faced challenges of terrorist attacking shopping malls, increased in
armed robberies, rampant corruption in government sector. Crimes are done by both Kenyans citizens
and foreigners in some cases. Crime scene footages and different sources provide vital evidence
implicating suspects. But tracing suspects is a challenge is a challenge and a number of times traditional
methods are sort like advertising criminals in mainstream media and other online social platforms. In
twenty first century technology can be a solution. [18]

The world has experienced numerous developments in Information and Communication Technology
(ICT), leading to major revolution in social, economic, business operations and processes. Information
and communication technology has been commonly adopted as a mode of service delivery by
government and as e-government. This mode of service delivery is always rendered as the best way for
public sector across the world, for instance through payment of utility bills, online registration of
companies, online renewal of drivers license online and filling of tax returns. [6]

Use of information technology in registration of citizens involves establishment of a digital national

population register and integration of data which is held in different registers, in some cases data has to
compile a fresh. The digital national population register has its data held in a central database where
maintenance and services pertaining to it are rendered from. The authorities provide options that are
entitled to the end user, will management is done by authorities who are recommended by law. [11, 15, 5]

Information technology should be viewed as a concept enabling digital processing and integration of
available registers as well as creating more advanced registers. The efficiency of these systems depends
upon legislative framework and how registration process is done. Integrated population registration
(IPRS) launched in Kenya by the president in 2015 is a new computer system that will integrate different
government agencies that hold personal information of individuals so has to improve efficiency, security
and service delivery.

This information system will facilitate with just one button press, it will make available one's details
available in different registry including deaths births, divorces, marriages, passports, aliens and ID cards.
These details will be available in same database linked and transferred in real time to different
government and private agencies Kenya Revenue Authority, Immigrations, National Hospital Insurance
Fund, National Social Security Fund, Electoral and Boundaries Commission, Independent Electoral,
Universities, National Transport and Safety Authority, law enforcement agencies, Financial agencies and
land registry. [6, 14]

It is necessary for government to collect retrieve, verify and store data of every individual of a country.
This is essential to provide socio economic planning and delivery services and goods to citizens. It's
necessary to keep the country safe from crime. [2, 15]

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REVIEW OF LITERATURE
In Kenya registration is carried out by and The National Registration Bureau and Department of Civil
Registration both offer issuance of identity cards, registration of births and deaths respectively. Both
departments are Ministry of Interior and Coordination of National Government. Registration of deaths
and birth was first introduced for European and Americans in 1904. Later registration for deaths in
Kenya was first introduced in 1928 under CAP 149. Later after becoming independent from the colonial
master in 1963, registration for both death and births was made mandatory. [16]

The national identity card has evolved over time. The first issue was worn around the neck later replaced
by first generation cards issued until 1995. When shifting to second generation later a few challenges
shifted along: forgery, registration of illegal migrants, duplication of identity cards, delays in replacing
lost identities. These are many material of security concern. [17]

Improved technology of using the finger prints system has solved a number of challenges. So far national
bureau holds a number of details of Kenyans that enable them to be served by the government. The
government of Kenya has been holding the information separately, each agencies maintaining its own
database. The challenge with this database is they are not integrated to share or communicate. For
instance the registration of voters is done separately and yet all those who have a national identification
card and attained eighteen years should directly become voters if they are still alive. The digital national
population register commonly known as integrated population system is going to change the all
scenario. It his referred as one source of all truth. [1, 2, 4]

The National Population Register (IPRS) is a central database that integrates a dozen of data bases that
are held by different government agencies. It contains citizen's identity data: birth and death in
formations, national identity card, alien passport numbers, citizen's passport numbers, marriage and
divorce information, voter's card, tax pin, driver's license, National Social Security Fund (NSSF), the Kenya
National Bureau of Statistics (KNBS) register and National Hospital Insurance Fund (NHIF) register. The
idea was conceived back in 1989 and developed until 2015 when the resident launched the project. [4,1]

This program can resemble other developing and developed countries that have implemented the same.
For instance India has enrolled more than one billion resident in a program that requires each citizen to
have an Aaadhar ID number. By scanning the number authentication is done to satisfy know your
customer requirement for opening bank among other government offered services where one is certified
by registering identification number and a finger scan. [19]

INTEGRATED POPULATION REGISTRATION SYSTEM

Introduction

The integrated population Registration system (IPRS) referred to one source of truth will have the identity
of all citizens and foreigners in the country. The project concept is composed of two parts:

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

The first one being national population registers containing details of all Kenyans and foreigners in the
country. Secondly a unique identifier pin that is issued at birth which acts has a reference source of all
ones transactions. The NPR works with two sets of registration agencies. The primary agencies include:
National Registration Bureau, Civil Registration Department, Immigration Department, and Department
of Refugees Affairs. Another set is secondary registration that updates the registry, agencies here are:
KRA, NSSF and NHIF. [4, 1]

System overview

The figure below shows that details of an individual that have to be entered in the system including:
passport number, national identity card (ID), alien or foreigner's registration, marriage and divorce, and
individual passport. This data will be essential in the integrated system when need of retrieving some
information arises. Important information like, residential address, work place address, will be capture
this will enable easy capturing of data when need arises.

E visa and E border management system will compliment bio data of travels leaving and coming to
Kenya. This will in the long run boost the security of the country, thus combating terrorism, human
trafficking, drug trafficking and other crimes.

The national integrated identity management system (NIIMS) is a mass biometric registration system
introduced by Kenyan government. The master population will be a single entry with all personal
information of all citizens and foreigners within the country. This will go in boosting the efforts made by
integrated population registration system. [4]

FIGURE 1
Birth / Death ID card Alien
Register Register Register

MIRP
IPRS CENTAL Passport
Marriage / Divorce
DATABASE Register
Register

Tax Driver’s NSSF NHIF KNBS

Register Register Register Register Register

Police / Healthy Insurance Banking Research

security Ins tu ons Companies Ins tu ons Agencies

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CIVIL REGISTRY SYSTEM

The civil registry automates manual registration of all deaths and births in Kenya. It creates a central
database to store all the data; it also transfers the data to integrated population registration system in
real time. The bio data is filed at the field office then sent to the district office for verification purposes.
The data is sent to IPRS for storage and generation of the pin which is unique for every application made.
The pin generated is sent to the civil registry data base and certification is issued and published. [4]

FIGURE 2

PIN CERTIFICATION
DISTRICT
IPRS
IPRS CRD
CRD
OFFICE
FIELD
DATA VERIFICATION
OFFICE

DOCUMENTS

THE FUTURE WITH IPRS

Using technology for delivery of services has provided to be important in this age of time. Introduction of
IPRS is of a lot of significance to Kenyans. Some of the important reasons include: improved
authentication for accessing Government services. Historically in Kenya authentication is done on a
manual bases which consumes a lot of time and is full of cases of impersonation. Security is boosted
guard against terrorist who have been attacking Kenya in recent time, guard against terrorism and easy
detection of fraud. [7]

Accurate data concerning the citizens in a country is crucial for effective planning and management of
resources. With accurate information implementation of services like universal healthcare,
manufacturing sector and providing housing facilities for its citizens becomes easy. Developed countries
which have registered the citizens find it easy to plan and track the efficiency of projects that are
implemented. [8, 11]

Technology is essential for curbing crime in countries. Screening crime scene is done using the central
database to find the people involved in crime. Registration of exit and entry into the country will be kept
thus enhancing the safety of the country. Country boundary can turn out to be source of insecurity if we
do not have a proper way of accounting for the people entering and leaving the country. [2]

Accountability will be enhanced when receiving government service. Corruption is common among
some o the government officials when citizen approach their offices for services. IPRS will provide an
online empowered system like e citizen where people have a chance of tracking information on services
they have applied for. [1, 2]

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Population database with proper maintained registers that is well kept up to date, well cleaned provides
reliable information for issuing documents used for traveling in and out of the country. This lowers the
probability of having multiple attempts, mismatch, impersonation and many challenges that are a source of
not being able to have proper identification framework. The IPRS provides a framework that enable
certification to be authenticated and feedback provided in real time. Electronic system enables citizens in
terms of convenience and saves time in acquiring services in wherever location they are. [9, 10,]

Integration is a good gateway of accessing government services, although the services vary in terms of
identity, purpose, and target group among others. Integration enables proper and efficiency if offering of
services along as easy tracking and retrieving of work done. IPRS has improved the service delivery in
different departments. Different departs both public and private will have access to the centralized
database to retrieve and verify data. [12]

Many countries use the data from central database in order to perform a number of activities include:
compiling of national register, used by Kenya revenue authority to collect revenue, used in universals
healthcare projects, used in determining the distribution of resources and so on. The importance is that
the data can be used by other departments in their day to day activities. [13]

CONCLUSION
Announcement by the president to form integrated registration population system was a step in the right
direction. IRPS enables the country to have a single source of truth where the bio data of individuals both
citizens and aliens will be available by pressing one button. Important aspects will be enhanced through
this investment they include: security, service delivery, healthy sector and so on. The future in Kenya is
hoped to be an enhanced smart living where service delivery will be based on one document.
Accountability will be enhanced, easy tracking of services offered to the citizens.

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DIGITAL ECONOMY: IMPACT AND CHALLENGES

Pragya Dheer*

ABSTRACT

Innovations in information and communication technologies have created a digital revolution that is
changing the way the world works, learns, communicates and transacts business.

E – Commerce continues to show strong growth and has been inuencing the social and economic
growth of nation. On one hand e – commerce technologies have helped nations to accelerate their
economic growth and to provide more opportunities for business to grow, but it has also created many
challenges and effects across numerous domains of society and for policy makers. These issues involve
economic productivity, intellectual property rights, privacy protection and affordability of and access of
information, among other concerns. This paper tries to describe the various impacts and challenges that
have been created by e – commerce in a digital economy.

Keywords: E-Commerce, Digital Economy, Digital Revolution, Economic Growth.

INTRODUCTION
Slow productivity growth and rising income inequalities have shaped the world economy in a time of
rapid technological changes. The combination of increasingly concentrated markets, rising market
power of large firms and allowing business dynamism suggest that competition among firms is
weakening. The concern is that the rise of dominant firms will hinder the diffusion of technology and
exacerbate income inequalities.

The revolution in computing and communications of the past few decades, indicate that technological
progress and use of information technology will continue at a rapid pace. The internet's growth and e –
commerce has begun to create fundamental change in government, societies and economies with
social, economic and political implications (Boulton et al., 2000; Mc. Garvey, 2001). These advances
present many significant opportunities but also are having wide ranging effects across numerous
domains of society and for policy makers. Issues involve economic productivity, intellectual property
rights, privacy protection and affordability of and access to information, among other concerns (Sharma
and Gupta, 2001; 2003). Electronic commerce promises to be the momentum behind a new wave of
economic growth (Mariotti and Sgobbi, 2001). E – Commerce has already improved business value by
fundamentally changing the ways products are conceived, marketed, delivered and supported.
*Assistant Professor, Department of Commerce and Management, University of Kota, Kota

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The extraordinary importance of the digital economy to businesses, services and to the production of
value in various sectors of the economy has not always been clear for all to see. The dramatic growth of
what is being called electronic commerce (e – commerce) has been facilitated by the expansion of access
to computers and the internet in workplaces, homes and schools. There is a broad consensus that
computers and the internet are producing rapid changes in how goods and services are produced, the
nature of goods and services are brought to market. The emergence of e – commerce is a part of broad
spectrum of changes in the structure of the economy related to developments extending over several
decades in information technology (IT).

On the positive side, e – commerce has been creating opportunities for individuals and businesses in the
new economy. E – Commerce is helping organisations to reduce transactions, sales, marketing and
advertising costs. E – Commerce is also helping businesses to reach global markets efficiently 24 hours
per day, seven days per week, 365 days per year. Many of the benefits come from improved consumer
convenience, expanded choices, lower prices and the opportunities for better interactions with partners,
suppliers and targeted customers for services and relationship. E – Commerce has also improved product
promotion through mass – customisation and one to one marketing.

Adoption of new information technologies, particularly e – commerce is expected to result in

improvements in firm performance, such as reducing transaction costs and closer coordination of
economic activity among business partners. E – Commerce specifically (especially B2B) is predicted to
result in lower coordination or transaction costs due to automation of transactions online, as well as
productivity and efficiency gains (Amit and Zott, 2001; Lucking – Reiley and Spulbur, 2001; Wigand and
Benjamin, 1995). E – Commerce also is expected to facilitate entry in new markets and the extension of
existing markets (Garicano and Kaplan, 2001), and greater integration of systems with suppliers and
customers (OECD, 1999; Timmers, 1999; Wigand and Benjamin, 1995). As E – Commerce continues to
grow rapidly, it could have significant effects on the social and economic structure of economy. The
impact of these changes are diverse and may even widen the digital divide among nations, alter the
composition of trade, disrupt labour markets and change taxations (Anonymous, 2000).

ABOUT DIGITAL ECONOMY

The essential in the new economy is a structural shift from the industrial economy towards an economy
characterised by information, intangibles and services and a parallel change towards new work
organisation and institutional forms. Many new terms have been coined for this new economy such as
“knowledge – based economy”, “borderless economy”, “weightless economy”, “networked economy”,
“digital economy”, “the information – based economy” to name a few (Woodall, 2000; Sharma et al.,
2004). A digital economy is a convergence of communication, computing and information. The new
economy is basically about coordination, innovation, selection and learning (Gardin, 2002). The
combination of network computing technologies and new business models is creating entirely new

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markets, industries, businesses and work practices today to form a digital economy and so it is popularly
known as e – commerce. The new economy or digital economy is based more in the form of intangibles,
information, innovation and creativity, in expanding economic potential (Persaud, 2001) and is based on
the exploitation of ideas rather than material things. The focus of new economy moves from processing
material input into material output toward creation, trading and distribution of knowledge, intellectual
property and intangibles. The symbiosis between changing production and business processes and
information and communication technologies (ICT) is the driving force toward the new, digital economy.
The essential elements of the digital economy / e – commerce are: -

1. Digitalisation and intensive use of information and communication technologies (ICT);

2. Codification of knowledge;

3. Transformation of information into commodities; and

4. New ways of organising work and production.

There are some important definitions of E – Commerce / Digital Economy

1. E – Commerce is doing business electronically by bringing together buyers and sellers. It integrates
data, electronic communication and security services to facilitate business applications. It uses
computers and telecommunications for several business transactions that comprises the basic
operations of the company including communication and coordination with supplies, financial
institutions, consumers, banks, insurance agents, distribution channels and other trading partners.

2. E – Commerce is a dynamic set of technologies, applications, and business processes that link
enterprises, consumers and communities through electronic transactions and the electronic
exchange of goods, services and information.

3. E – Commerce refers to all forms of transactions relating to commercial activities, including both
organisations and individuals that are based upon the processing and transmission of digitised
data, including text, sound and visual images.

Therefore, we could sum – up e – commerce in one or more following activities performed using
the internet based communications

1. Performing all business transactions involving organisations and people, using the internet, with
other channels of transaction taking a supportive role of internet.

2. The digital data used in the transactions could include text, forms, graphics, visual images, sound,
video clips and animations.

3. Providing extensive and relevant information to the consumers and target groups of various
transactions.

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4. Doing business i.e. performing all the operations of business using the electronic media like
Internet.

5. Facilitate the consumer to browse at the products and services offered.

6. Negotiate the price, quantity, mode of payment, mode of dispatch etc.

7. Organise transporting goods

8. Receive payment for goods and services

9. Carry out banking transactions.

ADVANTAGES OF E – COMMERCE FOR BUSINESSES

 E – Commerce will enable different ways of business functions and the strategies that business
organisations would be able to adopt in order to face competition. Earlier, only large business houses
could afford the investment and expenses that was necessary to reach out to a large number of
consumers. Now even the smallest organisation would be able to access a large number of
consumers where the marginal cost of servicing an additional consumers would be almost
negligible. The trends towards the introduction and utilisation of E – Commerce would continue at an
accelerated pace as the technology provides increasing facilities that are also inexpensive.

 Once E – Commerce becomes the norm for conducting business, it will cease to become an option
and will become a necessity to contract competition. It would also help in streamlining business
processes by cutting down on administrative procedures and the errors that could creep in as a result
of these procedures and duplicating the records. It would also help overcome delays that result from
cumbersome, repetitive processes. Consequently, there would be a substantial reduction in
overheads. Improved and speedier interaction between buyers and suppliers, reduced inventory
costs and improved account receivables. In turn it would facilitate reduction in operating costs and
increase in productivity and profitability. Though the internet offers enormous opportunities to
business, it also has a number of inhibiting factors.

 E – Commerce is likely to provide products and services that are suited to individual needs and
specifications as manufacturers and suppliers are able to gather detailed information on the needs of
each individual consumer and automatically tailor the products and services to those individual's
needs. This gives them the opportunity to offer customized products at prices not very much different
from products supplied under mass production.

 E – Commerce gives an opportunity to the suppliers to get information and feedback from users of
their products, and use this information to design products and services that are better suited to the
needs of the consumers. On the whole the E – Commerce enables the business houses to face the
multidirectional and multidimensional pressures in a better manner.

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IMPACTS OF DIGITAL ECONOMY

Computers have many direct beneficial effect on society when they are used to solve human and social
problems through social applications such as medical diagnosis, CAI, Government program planning,
environmental control and law enforcement. Computers can be used for crime control through various
low enforcement applications that allow police to identify and respond quickly to evidence of criminal
activity. Computers are also used to monitor the level of pollution in the air and in water bodies etc. There
are many more issues or impact of computers / E – Commerce / Digital Economy in Society, such as:-

1. Impact on Office Automation: Office automation is to make the office more effective. There
should be ways to eliminate time wasting activities and avoid duplication of work. The office can
be automated through the data processing, data communications, word processing, electronic
mail etc.

Office functions such as document preparation, storage retrieval, reproduction and distribution are
done by computers through word processing. Comprehensive text manipulation features
including visual display can be used for documentation. The documents can be stored in electronic
storage which is less expensive than storing printed materials in file cabinets.

The knowledge of data processing and word processing are becoming essential parts of the
education and work experiences of clerks, secretaries and office administrators. This makes
changes in education systems of schools throughout the nation. Corresponding secretaries should
be skilled with various types of word processing with basic knowledge of typing, to have effective
use of all the features of automated office machines. Administrators and managers should learn to
work in an office environment which may be powerless. This is the trend towards electronic offices.

2. Impact on Employment and Productivity : The impact of computers on employment and

productivity is directly related to the use of computers to achieve automation. There can be no
doubt that the use of computers has created new jobs and increased productivity, while causing a
significant reduction on some types of job opportunities. The jobs created by computers within a
computer – using organisation require different types of skills and education than do the jobs
eliminated by computers. Therefore, individuals within an organisation may become unemployed
unless they can be retained for new positions or new responsibilities, but the computer industry
has created a host of new job opportunities for the manufacture, sale, maintenance of hardware
and software and for other Information System Services. Many new jobs have been created in
computer – using and computer – service organisations. A wide range of opportunities exists for
the career – minded persons who considers computer field either as a career or as an avenue to
Lateral Promotion.

Computer also opened up entrepreneurial career opportunities in Data processing, Publications,

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Graphics, Hardware maintenance and small business services such as media conversion, word
processing, consultation, system marketing etc.

3. Impact on Individuality : A frequent criticism of computers concern their negative effect on the
individuality of people. Computers based systems are criticized as impersonal systems that de –
humanize and depersonalize activities that have been computerized. Another aspect of the loss of
individuality is the regimentation of the individuality that seems to be required by some computer
based systems. The computer based systems can be engineered to accommodate human factors
that minimize depersonalization and regimentation. The computer, hardware, software and user
interface capabilities that makes the 'user – friendly' systems are increasing every day. The use of
computer has dramatically improved the development of people – oriented and end user and work
group information systems.

4. Impact on the Quality of Life : Since computerized business systems increases productivity they
allow the production of better quality goods and services at lower cost with less effort and time.
Thus, the computer is partially responsible for the high standard of living and increased leisure
time people may enjoy. In many instances, computer allows people to concentrate on more
challenging and interesting assignment, upgrades the skill level of the work to be performed and
increases challenging job requiring highly developed skills in the computer – using organisation.
Thus, computers can be said to upgrade the quality of working conditions and the contact of work
activities.

5. Computer Crime: It is a growing threat caused by the criminal or irresponsible actions of a small
minority of computer users who are taking advantages in the widespread use of computers in our
society. Computer crimes typically involves activities such as theft of money, services programs and
data, destruction of data and programs by “Computer Virus”, unauthorised access or hacking,
violation of privacy and violation of antitrust or international law.

The most insidious computer crime is the use of computer viruses that copy destructive programs
into the computer systems of anyone who access “infected” computer systems or uses copies of
data or programs taken from the infected computers. Computer virus can destroy the programs
and data of many computer users.

6. Copy Protection and Copyright : One of the main reasons software companies have given for
their high prices is that they incur heavy losses from the unauthorized copying of programs. The
problem for the industry has been that software is extremely easy to copy, i.e. copying the contents
of a oppy disk onto another disk is one of the first operations a computer user learns, many of the
young hackers who made the personal computer revolution often regarded software programs as
tool that should be freely available to anyone who wanted to use them.

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As software companies grew larger and left the hacker mentality behind, they started spending a
considerable amount of time and to “Copy – protect” their products. Yet clever hackers were easily
able to break the protection codes and distribute copies to friends. Software developers fought
back by developing new devices to prevent unauthorised copying.

7. Computer Warfare : Computer – guided missile system, “smart bombs” radar jammers and
satellite thermos copes and supersonic jets are today's instruments of war. Weapons systems that
have previously been tested only in novels and video game pariours, are today in active combact
over the skies of Iraq. Computer technology has a major and decisive role in the Gulf – war, it has
driven the war to date and the uncertainty of war has been drastically reduced with the use of
computer.

ISSUES AND CHALLENGES OF E – COMMERCE OR DIGITAL ECONOMY

E – Commerce largely depends upon Internet for all its communication and transaction needs that takes
place between the companies / stores, consumers, banks, business partners etc. However Internet is a
network of networks and as a consequence is an open medium that is accessed by a large number of
people and is used for a variety of purposes. The messages and transactions that are exchanged between
the consumer, seller, banks, and other business partners go through a number of servers on the internet
and thus can easily be intercepted, read and modified by the person who have access to internet and
who care to intercept them. Further, the attacks from viruses can cripple the business application
systems, and during the past years, the world witnessed a number of virulent Virus attacks through
internet, causing considerable damage to the systems.

Due to these reasons, the network security has become a major concern to the network administrators,
users and network owners or firms. As a result of the increased dependence of industry on the networks,
the technology of network security has grown and a number of powerful techniques have been
developed over the past decades.

The E – Commerce applications need support on three fronts, as under:

1. Internet and its services notably the communication services, web services and database services.

2. Application support such as setting up Market / Malls and stores, and associated inventory and
financial management.

3. Security technologies for identification of persons, valid transactions, secure communications, and
secure web pages, catalogues / databases and other information stores.

It can be seen that the security covers almost all the communications that take place on the insecure
internet and all information systems that support the E – Commerce. A review of the activities under E –
Commerce will be useful to put the security aspects in perspective.

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From the above discussion, we could understand that the security of the transactions is threatened from
a number of sources and in a variety of ways. Some potential security threats are:

1. Publicity : Most hackers fall under this category. The hackers would like to show their skill by
breaking into networks and accessing the forbidden information. However, most hackers are
harmless and would simply leave a message that they have broken into the secure system. In order
to test the security systems developed by various firms, the firms offer the hackers – the challenge
to breach their security systems. Hackers are generally from outside the organisation, whose
security is breached.

2. Financial Gains: The security breach is caused for purposes of financial gains. The person who
breaches the system may gain access to the bank accounts or company financial system and may
transfer substantial funds in a single operation or in small amounts over a period. Some persons
may access the confidential information and transfer it to the other parties for financial gains. The
group of people who cause this breach may come from hackers or from professional criminals or
from dishonest employees.

3. Revenge: A disgruntled past or present employee or an outsider who was unfairly treated may
cause the security breach and may either damage the system or may seek financial gains.

4. Industrial and Military Espionage: The industries of today, work in highly competitive
environments. The plans, strategies, processes are often kept as protected information and are not
made available to other competitors. In the case of military, the information pertaining to weapon
systems, the strategies, intelligence information, the deployment of troops and resources etc. are
protected information and is valuable information for the other countries. In the Espionage
activities the persons from both inside the organisation and outside the organisation are
responsible for the breaches.

5. Viruses: With a large number of transactions taking place on internet, one of the major threats to
the information stored on the Internet servers are viruses. The recent attacks on the computer
systems worldwide, with extensive damage to the systems is an example of the threat posed by
the viruses.

CONCLUSION
1. Unless the internet facility is provided across thecountry with power to operate PC the digital
reformremains a dormant proposition.

2. To educate the masses on digital technology can takeyear not month.

3. Rural banks are not serving well to customers as theygo even today to money lenders for cash for
daily work.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

4. Poverty unemployment are real problem which nogovernment has addressed so far in spite of big
slogans.

5. No basic economic fundamentals have yet changed tosee the DIGITAL DREAM.

6. The security physical plus cyber is yet to be [Link] cyber laws are poor to punish the guilty.
Fewmonths back two lakh debit cards were blocked andthere was no reason for justification.

7. So far CRIME AND CYBER CRIME has not seenvisible punishment because we have BAD LAW
OFBAIL WHERE A CRIME IS FASHION IN THECOUNTRY.

REFERENCE
Prof. Anil G. Rao; H. P. Deshpande, “E – Commerce Theory and Practice”, Shree Niwas Publication (India),
Edition 2008.

HarbhajanKehal&Varinder P. Singh, “Digital Economy – Impact, Inuences and Challenges”, Idea Group
Publishing, London, Edition 2005.

Francesco Boccia; Robert Leonardi, “The Challenge of the Digital Economy – Market, Taxation and
Appropriate Economic Models”, Palgrave Macmillan, Edition 2016.

Economics for management- S.K. Misra,V.K. Puri, Himalaya publication-Reprint 2010 chap-1 pg 3-10,
chap-2 pg 17-40, chap-3 pg41-49, chap-22 pg 426-440.

Essentials of managerial economics- Dr. P.N. Reddy, Prof. H.R. Appannaiah, Asha Ganesh – Himalaya
publications- Reprint 2011,chap-3 pg 42-119, chap-7 pg 202-207, chap-8 pg 216-220

Managerial economics – 6th edition- Dominick Salvatore adapted by- Ravikesh Srivastava – Oxford
publication- 12th impression 2011 chap-1 pg 3-33, chap-3 pg 73-113, chap-4 pg 120-163, chap-5
pg 169-203.

Managerial economics- Dr. D.M. Mithani- Himalaya publications edition 2012 chpa-3 pg 75-110, chap-4
pg 111-154, chap-5 pg 155-184, chap-9 pg 261-270, chap-29 pg 578-599.

Managerial economics- G.S. Gupta- 2nd edition Tata Mc Graw hill education pvt ltd, 3rd Reprint 2012-
chap-2 pg 23-46, chap-4 pg 72-84, chap-6 pg 147-176.

[Link]

[Link]

[Link]

[Link]

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

[Link]

[Link]/india/all-india/.../[Link]

[Link]
opportunity/[Link]/article/opportunities-in-thedigital-economy/

[Link]

[Link]
economy/

[Link]

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

ROLE OF INFORMATION PROFESSIONALS IN

DEVELOPMENT OF INDUSTRIAL
INFORMATION SYSTEM
Asha Galundia*
Ashish Dwivedi**

ABSTRACT

The research work comprises the specific types of information system and various resources available
on the internet in the area of industrial. The work lays emphasis on the various types of source available
on the internet. The main aim of this research work is how to introduce users or researcher or scientist
to various types of information sources and information centers, system and programs and various
resources; non-disciplinary subjects and international organizations useful for industrial education,
research, and other purposes. There are a variety of information sources, centers, systems and
programs in the above mentioned field. The Indian government established a agency for industrial
intelligence and study to fulfill the country's require to encourage applied research. This agency was
superseded by a Board of Scientific and Industrial Research to direct the government on industrial
research and growth of Indian industry.

Every industry has a library for its industries work and research. An Industrial library is also known as
an industrial information center or industrial information system. The library that Provides its Services
to the Businessman, Professionals, Managers Customers, and Industrial employees for increasing the
productivity of the Particular industry known as Industrial Library.

Keywords : Information Professionds, Industrial Information System, Library, Information System

Introduction
Information System is a formal, governmental system calculated to gather, process, accumulate, and
share out information. In perspective, governmental systems are composed of four mechanisms: task,
people, structure (or roles), and technology. It is a system collected of people and computers that
interprets information. The term is also at times used in more restricted senses to pass on to only the
software used to run a computerized database or to pass on to only a computer system. Information
system aims to maintain operations, management and decision-making. An information system is the
information and communication technology (ICT) that an association uses, and also the way in which

* Asst. Professor, Faculty of Social Science and Humanities

** Librarian, Manasa, M.P.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

people cooperate with this technology in maintain of business processes.

 Industrial Information System

There are three types of Information system.

a. Centralized Information System.

b. General Information System.

c. Integrated Information System.

 Centralized Information System : The System in which Central Unit Collect the information, Process
the information, Prepare the Data file according to users need and disseminated the information it's
User.

 General Information System : The system in which Center is bought and collects information and
disseminated the information for its User.

 Integrated Information System : It is a Computerized Information System. In these systems, the

Center Unit collects the Data and Information from the different sources and persons. In the process
of the integrated system; Input the Data in Software in Computer System; Process or analysis the
input data and arrange in well manner; create a database in various media of information like CD-
ROM, Computer; disseminate the information. Example: NISSAT, MIS

Several Examples of Such Systems Are:

 Data warehouses

 Enterprise resource planning

 Enterprise systems

 Expert systems

 Search engines

 Geographic information system

 Global information system

 Office automation

Some Selected Industrial Libraries of India

1. BHEL, Technical information System Hyderabad 1976.

2. Hindustan Aeronautics Limited Library, Bangalore 1945

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

3. Tata Chemical Library, Mithapur, 1939.

4. The Tata Engineering and Locomotives Company library, Jamshedpur, 1947.

5. The Indian Telephone Industries Limited library Bangalore, 1948.

Information Professionals in Industrial Information System

 Information Generator : The Person who creates or generates the information is called the
Information Creator or Generator. Example: Researcher and Scientists.

 Information Collector : The person which collects the information is called Collector. Example:
Surveyors.

 Information Disseminator : The person which disseminates or distributes the information is called
information Disseminator. Example: - Librarian, distributor, Publisher, Vendors etc.

 Information Processor : The person which is process the information is called information Processor.
Example: - Researcher, Scientist and Information Technician

Marketing Library Services

Promotion and promotion need to include a few basics. The section agreed that it is more essential today
for outreach communications to be in the user's verbal communication and accessible. Communication
needs to be included when guiding users to library solutions, particularly to remote access tools, where a
physical librarian is not offered to help out. Messaging wants to elucidate benefits - better content and
better decisions—rather than a list of URLs and functions. "A world of information compiled and
organized by information professionals" is not enough.

Information professionals should effort with SLA to get better the resources and marketing messages
offered via Web site. Also, we should work with our vendors. Talk about our marketing strategy through
them. How can they help? Most vendors give a wide collection of free marketing and support resources,
repeatedly on their Web sites. Free marketing resources normally include posters, publicity policy,
templates, bookmarks, handout, print and templates, and even radio scripts.

The previous model of one-off reference is no longer acceptable. Don't be scared to use our knowledge.
Hold on to the ethics that demand value and entirety growth in the overall marketing situation. All too
many people have no idea what libraries and the content industry can do for them. A most significant
objective for information professionals in the information industry revolution is to communicate the
subject of the profession to those outer the profession.

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TRANSFORMATION OF BUSINESS AND ECONOMY IN DIGITAL ERA

Role of Information Professional for Development of Industrial Information

System
 To build up a comprehensive collection of books, journals, preprint's, reports etc.
 To organize the collection to provide prompt and efficient service to users.
 Creation of information for Industrial development.
 Collection and storing or storage of information about industrial product activity and their process.
 Create the databases on particular topics or Subject.
 To disseminate information by providing current awareness services.
 Organized the knowledge development program (KDP) for industrial library and information center.
Example: - Seminar, Gate together, workshop.
 To collaborates with other libraries by exchanging document or information.
 Prepare the Databases according to various types of information need.
 Create a network to use online e-resources.
 Build up the well-organized information system to industrial library and information center.
 Established the information center in industrial areas.
 To serve as a nucleus of information in every branch of basic sciences.
 Create the bibliographical databases for information retrieval in industry libraries.
 Understand the different types of users need.
 To maintain liaison with various libraries of national and international organizations.

References
Bavakutty, M. Salih M.T.K at all (2006). Research on Library Computerization. New Delhi: Ess Ess
Publication.

Dhiman, Anil K. (2003). Basics of I.T. for Library and Information Scientist: vol.2. Application in Library
and Information science. New Delhi: Ess Ess Publication.

Matoria, R.K. (2010). e-Granthalaya : A Digital Agenda for Library Automation and Networking: A profile
2010: New Delhi: National Informatics Centre.

Zamir, Hasan, (2009). “Information resource sharing among selected private university libraries in
Bangladesh”. (An unpublished M. A. degree thesis). Dhaka: Department of Information Science and
Library Management, University of Dhaka.

198
Editors' Profile
Prof. (Dr.) Mahima Birla is the Provost, PAHER University and Director, Pacific
Institute of Management. Her areas of expertise are Global Business and
Economic Scenario Building, Simulation and facilitating Experiential Learning.
She has rich teaching experience of more than 15 years in the area of Banking,
Business Economics and Business Environment. She has held prestigious
positions as Conference Director in 6 International and National conference
conducted across India and Nepal. She has Supervised 7 Doctoral Researches in
the area of Management. She has authored 3 books in the area of Economics and
Indian Financial System and 10 research papers in prominent International
Journals. She is Editor-in-chief of International Journal “Pacific Business Review”
with an impact factor of 6.56 and two other monthly magazines “Pacific Update”
and “Pacific Samanya Gyan”. She is the visiting faculty at Institute of Chartered
Accountants of India and Maharana Pratap University of Agriculture &
Technology and a certified trainer of Transactional Analysis. She has been the
resource person in number of UGC+ ICSSR sponsored Research Methodology
workshop. She has been the key note speaker in several national and
international seminars and conferences.

Dr. Pushpkant Shakdwipee is presently working as an Associate Professor of

Accountancy and Financeat Faculty of Management,PAHER University,
Udaipur. He holds rich experience of sixteen years in academics and research in
specialized area of Accountancy, TaxationBusiness Ehtics and Indian Ethos. He
has co-authored five books in goods and services tax. He also co-authored the
book Accountancy published by Rajasthan Board of Secondary Education. She
has Supervised Eight Doctoral Researches in the field of management and
commerce. He has been resource person for various research methodology
workshops and Faculty development programs. He also contributed research
papers and articles in various national and international journals.
Dr. Pallavi Mehta, M.I.B., [Link] (Gold Medalist) is currently working as
Associate Professor at Faculty of Management, Pacific Academy of Higher
Education and Research University, Udaipur and is having 17 years of academic
experience and 12 years of research experience in the field of management .She
has to her credit four books and 50 research papers published in various reputed
journals. She is registered Ph.D. supervisor with 7 students awarded Ph.D. under
her guidance. She has completed a UGC major research project as a project fellow
and also supervised more than 200 minor research projects .She is the managing
editor of Unnati-The Business Journal (ISSN:2319-1740). She has successfully
organized many national and international conferences and workshops.

Prof. (Dr.) Dipin Mathur is a Director of Pacific Business School, Udaipur as well
as he is Coordinator for MBA Dual & Coordinator for MBA Executive
Programme. He has over 18 years of experience inclusive of corporate stint and
academic involvement in management teaching. He has conducted several
Management Development Programmes, Training Sessions; and has Hands on
experience in developing training modules. His specialised area is Human
Resource Management, Principles of Management and Business Laws. He has
35+ publications, and has participated in more than 40 International & National
Conferences. 15 scholars were awarded Ph.D. under his guidance.

Dr. Ashish Adholiya is an Assistant Professor in Faculty of Management at

Pacific Academy of Higher Education and Research University, Udaipur (Raj.).
His areas of specialization are Research Methodology, Information Technology,
and Consumer Behavior. He has more than 10 years of teaching and 3 years of
industrial experience. He has been acting as the Managing Editor of Pacific
University Journal of Social Sciences and Pacific University Journal of Science
and Technology. He has authored more than 10 research papers for
internationally referred journal, and 14 research papers for nationally referred
journals. He had presented more than more than 21 research papers at various
international, national seminars and workshops. He has more than 6 years of
research experience in Computer Science and Management domain.
(Books with ISBN)

1. ETHICS AND INDIAN ETHOS IN MANAGEMENT - TEXT AND CASES

Author : Prof. N.M. Khandelwal (ISBN 978-93-5104-465-9)
2. INNOVATIVE PRACTICES IN HR: CONTEMPORARY ISSUES AND CHALLENGES
Editors : Prof. N.M. Khandelwal (ISBN 978-93-5104-481-9)
3. GREEN MARKETING : ISSUE AND PERSPECTIVES
Editors : Prof. B.P. Sharma, Prof. Mahima Birla, Mr. Ravindra Bangar (ISBN 978-93-5104-483-3)
4. CONSUMER BEHAVIOR : EMERGING ISSUES AND PERSPECTIVES
Editors : Prof. B.P. Sharma, Prof. Mahima Birla, Mr. Ravindra Bangar (ISBN 978-93-5104-481-6)
5. CONTEMPORARY ISSUES IN MARKETING (Covering some Emerging Issues)
Editors : Prof. B.P. Sharma, Prof. Mahima Birla, Mr. Ravindra Bangar, Prof. Sunita Agrawal (ISBN No. 978-93-5174-027-8)
6. ENHANCING HUMAN CAPABILITIES: BIG CHALLENGE IN INDIAN PERSPECTIVE
Editors : Prof. B.P. Sharma, Prof. Mahima Birla, Mr. Ravindra Bangar, Prof. Sunita Agrawal (ISBN No. 978-93-5174-686-7)
7. EMERGING ISSUES IN ACCOUNTING AND FINANCE
Editors : Prof. B.P. Sharma, Prof. Mahima Birla, Prof. Sunita Agrawal (ISBN No. 978-81-930017-0-7)
8. ECONOMIC AND SOCIO-CULTURAL ENVIRONMENT OF BUSINESS
Editors : Prof. B.P. Sharma, Prof. Mahima Birla, Prof. Sunita Agrawal (ISBN No. 978-93-5796-165-9)
9. ETHICS AND VALUES IN RESOURCE MANAGEMENT
Editors: B.P. Sharma, Mahima Birla, Pallavi Mehta (ISBN No. 978-81-930017-1-4)
10. SERVICE SECTOR: CONTEMPORARY ISSUE
Editors: Prof. B.P. Sharma, Prof. Mahima Birla, Prof. Sunita Agrawal (ISBN No. 978-93-5174-685-0)
11. STRATEGIES FOR RESHAPING BUSINESS AND ECONOMY
Editors: Prof. B.P. Sharma, Prof. Mahima Birla, Dr. Pallavi Mehta, Dr. Ashish Adholiya (ISBN No. 978-81-930017-2-1685-0)

PERIODICALS
Research Journal
Pacific Business Review International (Impact Factor : 6.56) (ISSN : 0974-483X)
Editors : Prof. Mahima Birla, Dr. Khubshbu Agarwal
Unnati - The Business Journal (ISSN : 2319-1740)
Editors : Prof. (Dr.) Mahima Birla, Dr. Pallavi Mehta, Prof. Dipin Mathur
Pacific Hospitality Review (ISSN : 2320-1398)
Editors : Mr. Vinod Kumar Bhadauria, Dr. Sangeeta Dhar
Pacific University Journal of Science and Technology (ISSN : 2456-916X)
Editor : Prof. Suresh Chendra Ameta
Pacific Journal of Medical and Health Sciences (ISSN : 2456-7450)
Editor : Dr. (Prof.) D.P. Agarwal
Pacific University Journal of Medical Sciences (ISSN : 2456-7469)
Editor : Dr. A.P. Gupta
Pacific Univeristy Journal of Social Sciences (Bi-annual) (ISSN : 2456-7477)
Editors : Prof. Bhawana Detha
Pacific Journal of Dintistry (ISSN : 2456-8872)
Editors : Dr. Mohit Pal Singh, Dr. Saurabh Goel
ISBN No. : 978-81-930017-5-2

Faculty of Management
PACIFIC ACADEMY OF HIGHER EDUCATION AND RESEARCH UNIVERSITY
Pacific Hills, Pratap Nagar Extn., Airport Road, Udaipur - 313003 (Raj.)
Phone : +91 294 2494506 Fax No. : +91 294 2494512
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