“arise, awake, and stop not till the goal is reached.” 2016.pdf · jdr follows apa guidelines

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  • Overview


    Research paper

    Case Study

    Book Review

    Volume 9 Issue 2 ISSN NO. 2229 - 7561 April - June 2016

    Since 1962

    Arise, awake, and stop not till the goal is reached.

    Sloka of Katha Upanishad, popularised by Swami Vivekananda.

    Since 1962

  • Chief Editor

    1. Dr. Satish Modh Director, VESIM

    Advisory Board

    1. Dr K Nohria, Ex CMD , Crompton Greaves

    2. Dr A Sahay, Professor & Dean Ph D Center, BIMTECH, Noida

    3. Dr A Vinayagamoorthy, Prof Of Commerce, Deptt of Commerce, Periyar Univ, Salem

    4. Dr Anil S Sutar, Chairman Center for Research Methodology, TISS, Mumbai

    5. Dr Ashish Pandey, Professor, IIT , Mumbai

    6. Dr Chandrahauns R Chavan, HOD Research Center, JBIMS Mumbai

    7. Dr M A Khan, Registrar, Univ of Mumbai

    8. Dr Nachiketa Tiwari, Professor, IIT, Kanpur

    9. Dr R Gopal, Director, DYPIMS, Nerul, Navi Mumbai

    10. Dr R K Srivastava , Head, Ph D Research Center, SIMSREE, Churchgate, Mumbai

    11. Dr R Vaidyanathan, IIM, Bangalore

    12. Dr Subhash Sharma, Director, IBA, Bangalore

    13. Dr T P Madhu Nair, Dean, Faculty of Commerce, Univ of Maharashtra

    14. Dr Yashwant Pathak, Associate Dean for Research and Faculty Affairs, College of Pharmacy, University of South Florida

    15. Dr. Radhakrishnan Pillay, Director, CIPL, Univ of Mumbai, Mumbai

    16. Mr. Sanjay Hegde, Ex Partner, PWC

    17. Mr. Sunil Sapre, Ex CFO , L&T

    18. Dr. Srini R. Srinivasan, Associate Professor, Jamnalal Bajaj Institute of Management Studies

    Editorial Board

    1. Dr Charu Banga, Head-Centre of Excellence(Banking & Finance), VESIM

    2. Dr Sachin Desmukh, Chairperson-Business Environment & Head-Centre of Excellence (Consultancy) - VESIM

    3. Dr Nisha Pandey, Head-Centre of Excellence (Entrepreneurship & M.S.M.E.)- VESIM

    Managing Editor

    1. Mr. Sandeep Singh - Head-Journal of Development & Research


    ISSN No. 2229-7561Journal of Development Research is published by: Vivekanand Education Society Institute of Management Studies & Research


    Journal of Development Research

    Journal of Development Research (ISSN No. 2229-7561) is a quarterly publication of Vivekananda Education Society Institute of Management Studies and Research. It is a double blind peer reviewed journal. Journal focuses on issues dealing with management of institutional and structural transformation of societies to speed up economic growth, reduce level of inequality and eradicate absolute poverty. Keeping the focus as a frame work the journal has identified four key areas to focus on, which are as follows:

    1. Business Analytics

    2. Banking & Finance

    3. Marketing

    4. MSME & Entrepreneurship

    Deadline of each issue is in the following table.

    Calendar and Guideline of Journal of Development Research

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    S u b m i s s i o n s h o u l d b e s e n t t o managingeditor@ves.ac.in

    Sl Period Dead Line for Submission of Paper

    1 January - March November 30th

    2 April June March 31st

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    Vivekanand Education SocietyInstitute of Management

    Studies & Researchwww.vesim.ves.ac.in

  • II

    Journal of Development Research

    Vivekanand Education SocietyInstitute of Management Studies & Researchwww.vesim.ves.ac.in


    Journal of Development Research

    Vivekanand Education SocietyInstitute of Management

    Studies & Researchwww.vesim.ves.ac.in


    Welcome to the 2nd issue of 9th volume.

    The issue begins with a thought provoking essay The re-emergence of Gift economics, followed by

    a research paper, again looking at the re-emergence of organic food, titled An empirical comparison of the

    effect of demographic characteristic on select promotional mix adopted by organic food sellers in Mumbai &

    Navi Mumbai.

    Analysing the Make in India is the paper Make In India: Entrepreneurship as a career choice among

    management student, Mumbai. It is followed by a paper on building brands Purpose and use of media

    channels by startups to build a brand. This paper was presented at a seminar in IIT Delhi.

    A case study At Rimes, What next looks at the dilemma of a MBA college supplemented by the review of the

    book I the citizen - A citizens guide to the world of social activism.

    Without hesitation this is one of the most diverse volume of the journal in terms of subjects covered.

    Dr. Satish Modh Sandeep SinghChief Editor & Director Managing EditorVESIM


    Overview Page No.

    1. The re-emergence of Gift economies: 01Ms. Ria Modh


    2. An Empirical Comparison of the Effect of Demographic Characteristic on Select 04Promotional Mix Adopted by Organic Food Sellers in Mumbai and Navi Mumbai:Prof. Brijesh Sharma

    3. Make in India: Entrepreneurship as a career choice among management student, Mumbai: 15Prof. Seema Sant & Prof. Swapnil Kshirsagar


    4. Purpose and use of Media Channels by Start-ups to Build a Brand: 21Ms. Manmeet Kaur, Prof. Bijal Mehta & Prof. Rasananda Panda

    Case Study

    5. At RIMS, What Next?: 28Prof. Dinesh Kapadia

    Book Review

    6. I, The Citizen A Citizens Guide to the World of Social Activism: 31Mr. Ratan Sharda

  • giving livestock to a poor man may not expect goods in return but would gain social prestige. The key behind this system is to keep the cycle of gifts going with somebody always being indebted to someone else. By returning a gift immediately of equal value may be interpreted as ending a social relationship.

    However, gift economies usually function alongside traditional market systems for the exchange of commodities. This system would only be a subset within the larger picture; a way of maintaining social ties and respect with other communities. It is said that the gift economy has existed in the human community long before money was introduced. There have been other instances of the application of the gift economic system, similar to the one which was practiced on the Trobriand Island. Some of them being Potlatch of the Pacific Northwest, Maori custom called Koha (New Zealand), Moka from Papua New Guniea and the Toraja tribe of Indonesia.

    Abundance of resources for exchange is an integral part of each of these economic systems, without which gifting would be impossible. Systems following this economic structure have known to have their own individual quirk based on the culture, tradition and resources within that land, however social, political and economic prestige is based on these rituals of exchanging gifts. Nevertheless, this analysis begs the questionif this form of an economic structure is contained to small scale societies outside the industrialized world? The answer to that question has been changing over the years, not forming a definitive answer due to the changing society and contexts such an economy is being applied in. This change is mainly caused due to the increasing involvement of information technology, but the extent to which this change would affect the economic systems prevailing in the world is yet to be explored in detail.

    Gift Economy in the Time of Market Economy

    The basic idea behind the concept of gift economies has started being infused in the market economies through de-commodification of certain goods or services and their exchange which can be largely seen in realm of intellectual property. This process is slowly coming to the surface with engineers, scientists

    and software developers creating open-source software projects such as the Linux Kernel and the GNU operating system. The idea of a gift economy has a prominen


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