Indian Institute of Management Ahmedabad

About: Indian Institute of Management Ahmedabad is a education organization based out in Ahmedabad, India. It is known for research contribution in the topics: Context (language use) & Emerging markets. The organization has 1828 authors who have published 4011 publications receiving 59269 citations. The organization is also known as: IIMA & IIM Ahmedabad.

Indian gamers' recall, recognition and perceptions of in‐game placements

Abstract: Purpose – The purpose of this paper is to examine the effect of in‐game placements on the explicit memory of Indian gamers and understand their attitude towards this form of communication. It attempts to find out whether the memory effects differ due to the nature of the games. The avenues for in‐game placements for the rapidly growing Indian video gaming industry are discussed.Design/methodology/approach – The effect of the nature of the game on the recall and recognition is measured using a sample of 240 gamers; two games of different nature (fast versus slow) are used as stimuli and the recall and recognition of the in‐game placements are compared. Subsequently the perceptions towards this type of placement are tapped. The moderating effect of gaming experience on the explicit memory is also tested.Findings – The paper finds that in‐game placements do affect the explicit memory of gamers. Games with lower perceptual load (slow game) result in a significantly higher recall and recognition as compared to...

Gender Equality, Inclusivity, and Corporate Governance in India

Abstract: Equity, equality and inclusivity have been themes of abiding interest to philosophers, politicians, social reformers and activists alike. In the modern Indian context of political and social reformation spearheaded by Gandhi during the first half of the twentieth century, the imperatives of mainstreaming women in public and private spheres of activity was a theme that engaged many scholars and statesmen and attracted his serious concern. Not to give women their due share of responsibility and authority was to him as much a case calling for greater inclusivity as was the exclusion of vast proportions of the population from equal opportunities based on other legacy prejudices of caste, creed, and so on. Despite remarkable progress in many other spheres, countries in general are still way behind in rectifying the gender inequalities that still persist. This paper discusses, within the broader framework of equality and inclusivity, the theme of women in corporate governance with particular reference to India. Corporate boards, a key instrument in governing corporations, are still too thinly populated with women directors; there is comparatively little representation of women in positions of influence and importance within the bureaucracy associated with corporate legislation and market regulation; active involvement of women in the policy making legislative bodies like the parliament and its committees as well as in the ministerial ranks in post-independence India has been is minimal. This situation calls for speedy correction in developing countries like India which can arguably benefit most from such inclusion.

Sectoral credit choice in rural India

Abstract: This article examines the question, what makes a rural household a preferred choice for formal lenders? A sample selected ordered probit model is developed to address this question. While the selection equation models the determinants of access to credit, an ordered probit model is used to determine the factors affecting the choice of credit sources in hierarchical order. Using household data from six Indian states, this study finds corroborative evidence that relatively resource-rich households, even while staying at distant locations, enjoy greater access to formal creditors. It also identifies a new factor, i.e., interlinked credit, as a significant variable influencing access to formal credit.

Towards a Conceptualization of Karma Yoga

Abstract: Individuals across organizations and roles are increasingly seeking a meaningful and fulfilling experience in their activities. Towards that, the Bhagavad Gita advises the practice of Karma Yoga. However, the conceptualization of Karma Yoga in extant management literature is shrouded in confusion with little agreement on its dimensionalities. In this paper, employing qualitative method, we offer an alternative conceptualization of the construct. Accordingly, we define Karma Yoga as a persistent positive state of mind that is characterized by absorption and service consciousness. Further the findings also suggest the importance of sense control and equanimity as the necessary prerequisites for individuals to practice Karma Yoga.

Testing the influence of message framing, donation magnitude, and product category in a cause-related marketing context

Abstract: Cause-related marketing (CRM) has developed into a versatile and cost-effective tool to accomplish corporate objectives. Understanding the consumer expectations and preferences while planning and d...