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EDITOR-IN-CHIEF
FORMER
DIRECTOR (RESEARCH)
SKY I NSTITUTE, KURSI ROAD, L UCKNOW, U.P, INDIA
FORMER JOINT DIRECTOR, C OUNCIL OF SCIENCE & TECHNOLOGY, UP, LUCKNOW
(DEPARTMENT OF SCIENCE AND TECHNOLOGY, UP GOVERNMENT), I NDIA
PROFESSOR, INTERNATIONAL INSTITUTE OF HERBAL MEDICINE (IIHM), LUCKNOW , U.P., INDIA
E-MAIL ID : editorijsir02@gmail.com, MOBILE-: 9794849800
Assistant Prof.
Deptt. of Education,
Rama P.G. College,
Chinhat, Lucknow,
Uttar Pradesh
Assistant Prof.
National Institute of
Fashion Technology,
Raebareli,
Uttar Pradesh
Research Scholar,
Sai Nath University,
Ranchi,
Jharkhand
Scientist,
Sky Institute
Lucknow
Uttar Pradesh
ADVISORY BOARD
Prof.(Dr.)S. P. Ojha
Prof.(Dr.)V.K. Srivastava
Former Prof & Head, Deptt. of Community Medicine
Director,
National Institute of Fashion Technology, Raebareli, Uttar Pradesh
Prof.(Dr.)N.S. Verma
Prof.(Dr.)A.K. Tripathi
Prof & Ex- Head, Deptt of Biochemistry, Former Pro- Vice Chancellor,
Former Dean, Faculty of Science, University of Lucknow, Lucknow, U.P.
Prof.(Dr.)C.M. Pandey
Former Prof & Head, Deptt. of Chemistry, Ex- Dean Faculty of Science,
University of Lucknow, Lucknow, Uttar Pradesh
Dr. S.Sinha
Prof.(Dr.) V.K.Tondon
Dr. K.Raman
Dr. P.K.Agarwal
Editor in Chief, Natural Product Communication,
Natural Product Inc 7963, Anderson Park Lane West Terville, OH, USA
Dr. R.K.Singh,
Former Director,
R. M. L. Institute of Medical Sciences, Lucknow and Prof. & Head,
Deptt. of Radiotherapy, K. G. Medical University, Lucknow, Uttar
Pradesh
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163
EDITORIAL BOARD
Prof.(Dr.) Y.B. Tripathi
Dr. K.K.Verma
Prof. & Head , Deptt. of Biochemistry, Shri Guru Ram RaiInstitute of Medical &
Health Sciences, Dehradun, Uttarakhand & Former Prof. & Head, Department of
Biochemistry, K. G. Medical University , Lucknow, U.P.
Dr. S.K.Tiwari
Lucknow Associate Prof. & Coordinator, Deptt. of Applied Physics, School for
Physical Sciences, Babasaheb Bhimrao Ambedkar University, Lucknow, U.P.
Prof. & Head, Deptt. of Oral & Maxillofacial Surgery, Faculty of Dental Sciences,
K. G. Medical University, Lucknow, Uttar Pradesh
Dr.A.K.Pandey
Dr.S.K.Pandey
Dr. C.M.K.Tripathi
Former Deputy Director & Head, Division of Fermentation Technology, CSIRCentral Drug Research Institute , Lucknow, Uttar Pradesh
Dr.G. N. Pandey
Asst. Prof., Deptt. of Physical Education, Dr. R.M.L. Avadh University, Faizabad,
Uttar Pradesh
Prof.(Dr.) L. Pandey
Prof.(Dr.) J.P.N.Rai
Prof.& Head, Deptt. of Environmental Sciences, G.B. Pant University of Agr. &
Technology, Pant Nagar, Uttarakhand
Prof. & Head, Deptt. of Biochemistry, Banaras Hindu University, Varanasi, U.P.
Asstt . Prof. , Deptt. of Electrical Engg., Institute of Engg. & Technology, Sitapur
Road, Lucknow, Uttar Pradesh
Prof. V.P.Sharma
Former Deputy Director & Head , Aquatic Toxicology Division, CSIR- Indian
Institute of Toxicology Research, Lucknow, Uttar Pradesh
Prof.(Dr.) S. M. Natu
Prof., Deptt. of Pathalogy,K.G. Medical University, Lucknow, Uttar Pradesh
Prof. , Deptt. of Civil Engg., Institute of Engg. & Technology, Sitapur Road ,
Lucknow, Uttar Pradesh
Prof.(Dr.)V.K. Sharma,
Prof.(Dr.)Anil Gaur
Prof., Deptt. of Biotechnology & Genetic Engg., G.B. Pant University of Agr. &
Technology, Pant Nagar, Uttarakhand
164
Faizabad, U. P.
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165
national and international conferences. He has actively participated in national and international conferences,
symposia and workshops and presented research papers and chaired scientific / technical sessions. He is
life member and fellow of many scientific societies such as National Academy of Sciences India , Society
of Toxicology of India, Indian Academy of Neurosciences, Bioved Research Society India, International
Society for Herbal Medicine (ISHM), Society of Biological Sciences and Rural Development, India. He has
been member of several scientific expert committees/ advisory committees to evaluate scientific research
proposals. Dr. Pandey has been actively associated with various universities and institutions in India as
examiner for conducting graduate, post graduate and doctoral level examinations in disciplines like chemical
sciences, pharmaceutical sciences, biochemical sciences, biotechnology and allied areas and member of
Board of Studies for the academic development in the department. He has been approved research supervisor
for guiding research in chemistry, biotechnology and related areas from various universities of India leading
to PhD Degree. In view of his vast research and administrative experience and broad R & D vision, Dr.
Pandey has been associated with International Journal of Scientific & Innovative Research (IJSIR) as
Editor-in-Chief.
166
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Mohit Bajpai
Chairman
Sky Institute
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167
CONTENTS
1. BACOPA MONNIERI PROMOTOR OF ANIOXIDANT PROPERTY IN MPTP-INDUCED
PARKINSONS DISEASE
PAGE
1
B. R. Pandey, Pankaj verma, Raju Saw, Nidhi Sharma and Aashish Tiwari
17
21
S. S. Misra
26
34
39
45
Renuka Singh
53
Renuka Singh
60
65
75
81
82
86
16. UNDERTAKING
87
88
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ABSTRACT
Bacopa monnieri (BM), an ayurvedic medicinal plant, has attracted considerable interest owing
to its diverse neuro-pharmacological properties. The standardized extract of Bacopa monniera
(BM) is a multifarious mixture of ingredients with a uniquely wide spectrum of
neuropharmacological influences upon the central nervous system including enhanced learning
and memory with known antioxidant potential and protection of the brain from oxidative damage.
The present study demonstrates the therapeutic efficacy of standardized ethanolic extract of
BM against MPTP induced oxidative damage, in Parkinsons disease mice model. This
experimental study comprises of twenty four Swiss albino mice (30-45grams) grouped as follows:
Control (A), MPTP (B), BM (C), and MPTP+ BM (D), 6 mice in each. Experimental mice were
given 40mg/kg bodyweight BM treatment orally for one month with prior use of 15mg/kg b.w of
MPTP treatment for two weeks (total duration was 45 days). After that, behavioral study was
performed and assessment of neuroprotective effect was studied via biochemical analysis. Our
study shows that BM extract treatment reduces the oxidative stress, prevent dopaminergic
neurodegenration through increase in antioxidants SOD and Catalse, thereby proving its
antioxidant properties. These results support further investigations on this plant, and its active
constituent compounds, as possible therapeutic intervention against Parkinsons disease.
Keywords: Parkinsons disease (PD), Bacopa monnieri (BM), Oxidative stress, Reactive oxygen
species (ROS)
INTRODUCTION
Brain is more prone to undergo oxidative
damage due to its relatively low content of
antioxidant enzymes and high content of iron,
which becomes easily released when cells are
injured and cannot be safely bound because
cerebro-spinal fluid (CSF) has no significant iron
binding capacity. Because of the sensitivity of the
nervous system to oxidative damage, oxidants
are involved in the pathology of
neurodegenerative diseases. Parkinsons
disease (PD or simply idiopathic Parkinsonism,
primary Parkinsonism or paralysis agitans) is one
of the most widespread progressive
neurodegenerative disease found in the aging
population [1]. The selective loss of the neurons
in the midbrain area called the substantia nigra
pars compacta which contains the
neurotransmitter dopamine (DA), and their
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Values are mean SE of six animals in each group. * p- value <0.01 considered as significant
** p- value <0.001 considered as highly significant.
Table-1 Showing effect of Standardized ethanolic extract of BME on different parameters of locomotor
activity in mice: Neurobehavioral studies
Biochemical analysis
MPTP treatment produced significant
changes in oxidant parameters (LPO and CD)
and antioxidant parameters (SOD and Catalase)
as compared to control (p < 0.001). BM
administration in MPTP treated animals (group
D) brought the levels of SOD, Catalase levels
close to control values. Activities of enzymes
were attenuated in group D as compared to group
B. Statistical significance between groups D and
DISCUSSION
Our results reveal that Bacopa monnieri
(BM) can be regarded as a neuroprotective agent
in view of its facilitators effect on retention of
locomotion activity, preventing neurodegeneration and promoting neurogenesis. A decrease in
4
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3.
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*Address for Correspondence: Dr. B.R. Pandey , Director (Research), Sky Institute, Shivam Palace ll,
Near Sports College, Opp. Petrol Pump, Mishrpur, Kurshi Road, Lucknow, Uttar Pradesh, India.
Email : drbrpandey@gmail.com
ABSTRACT
Azadirachta indica ( Neem) belonging to Meliaceae family is a very important medicinal plant
traditionally used to treat different diseases in Ayurveda, Unani and Homeopathic Medicine and
attracted worldwide prominence in recent years due to its wide range of therapeutic properties
and has become a cynosure of modern medicine. All parts of the ever green Neem tree- leaves,
flowers, seeds, fruits, roots and bark have been traditionally used for the treatment of various
diseases including inflammation, infections, fever, skin diseases and dental disorders. More
than 250 biologically active compounds with diverse complex chemical structures and
pharmacological properties have been isolated from different parts of Neem. The
pharmacological properties exhibited by these compounds include immunomodulatory, antiinflammatory, antihyperglycaemic, antiulcer, antimalarial, antifungal, antibacterial, antiviral,
antioxidant, antimutagenic , anticarcinogenic etc. The present review summarizing the wide
range of therapeutic properties of Neem and its compounds may be useful for the development
of therapeutically important drugs based on the ever green wonder tree Neem as ecofriendly sustainable approach for providing better healthcare to ailing humanity.
Keywords: Azadirachta indica, Phytochemical compounds, Pharmacological properties
INTRODUCTION
A large number of medicinal plants and
herbs have been used for thousands of centuries
by many cultures to treat varieties of diseases
and found to play vital role in health care of ailing
humanity. Herbal treatment is very popular
because it is easily available, cheap and less
toxic. Further the recent resurgence of interest
in plant derived drugs has focused the attention
of scientists and clinicians to develop safe and
long acting herbal products beneficial to disease
conditions as the drugs available in modern
system of medicine produce side effects and the
patients get immunologically deficient on long
term use of these allopathic medicines.
Azadirachta indica (neem) belonging to
Meliaceae family is very important medicinal plant
which is traditionally used to treat different
diseases. Azadirachta indica commonly known
as Neem has found a significant place in Indian
System of Medicine due to its potential efficacy
8
[23]
Plantae
Division:
Magnoliophyta
Order:
Sapindales
Family:
Meliaceae
Genus:
Azadirachta
Species:
A.indica
Antifungal
against
Trichophyton,
Epidermophyton,
Microsporium,
Trichosporum, Geotricum, Candida
Anti-allergic activity:
Neem has been found to inhibit allergic
reactions when taken orally or applied externally,
due to its antihistaminic effect [40]. Thus, it may
be useful in skin allergies, allergic bronchial
asthma.
Hepatoprotective activity:
Neem leaf aqueous extract has been found
to exhibit hepatoprotective effect against
paracetamol-induced liver damage in rats [41].
Contraceptive effect in both male and female
animals:
Contraceptive effect of neem oil and leaf
extract has been demonstrated in male and
female rats [42] [43]. The studies have revealed that
the total number of normal follicles was
significantly reduced in rats orally treated with
4.6ml/kg neem seed oil for 18 days [44]. In another
study, polar and non-polar fractions of neem seed
extract were administered by oral route (3 mg
and 6 mg/kg body weight/day) to cyclic female
albino rats and there was a significant reduction
in the number of normal single layered follicles,
follicles in various stages (I-VII) of follicular
development, and the total number of normal
follicles has been observed [43].
Anti-cancer activity:
Different extracts of neem leaf have been
shown to produce chemopreventive effects
against polycyclic aromatic hydrocarbons induced skin and forestomach tumorigenesis in
animals [45] [46]. Polycyclic aromatic hydrocarbons
are omnipresent pollutants and represent a risk
factor for human carcinogenesis.
Hypolipidemic effect :
Alcoholic extract of neem leaves has been
found to reduce serum cholesterol level by about
30% [47].
Hypoglycemic effect :
Neem extract has been found to exhibit
hypoglycemic effect without altering serum
cortisol concentration (as punarnava and tulsi
did), thus its effect is not mediated through a
cortisol inhibition[48]. A possible mechanism of
antyhyperglycemic effect is represented by the
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Anti-scabie activity:
Safety, warnings:
Hypolipidemic effect:
In a clinical trial carried out in a group of
malarial patients severely infected with
P.falciparum, the lipid level, especially
cholesterol, was found to be lower during neem
extract therapy when compared to non-malaria
patients [62].
Protection against periodontal disorders:
The leaves of neem has been found to
produce protection against human plaque, root
caries and oral surfaces 176 pathogens like
Actinomyces naeslundii, A. vicosus, Rothia
dentocariosa, Corynebacterium matruchotti,
Peptococus, Fusobacterium, Bacteroides, and
Candida. Neem also contains fluoride which elicit
anticariogenic effect when applied locally or
12
Minimum
effective
spermicidal
concentrations for tender and old neem leaf
extracts were 2.91 +/- 0.669 mg/million sperm
and 2.75 +/- 0.754 mg/million sperm, respectively.
No change was observed in morphology of head,
mid-piece and tail and no viable sperm seen. The
extract produced a linear decrease in percentage
motility of sperm, becoming zero at a 3 mg dose
within 20s [68].
DISSCUSSION
Human beings are prone to attack of
diseases throughout the world, because of
increasing population and environmental
degradation more and more diseases are coming
into existence. In the present global scenario,
rapid industrialization, changes in life style,
environmental degradation and excessive use
of pesticides, herbicides and other toxic
chemicals in production of food materials are
threatening the life of human beings and posing
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13
Pillai N. R., Seshadri D. S., Santhakumari G. Antigastric ulcer activity of nimbidin. Indian J. Med.Res.
1978; 68: 169175.
2.
3.
4.
5.
6.
7.
8.
three new bitter principles from the neem oil. Curr. Sci.
14
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ABSTRACT
Studies have been conducted to evaluate the therapeutic potential of two organic herbal
formulation Liver - kidney Care and Sugar Balance in treatment of liver disorders and diabetes
mellitus respectively. Liver- kidney Care is the combination of herbs namely Bhumyamalaki
(Phyllanthus niruri), Punarnava (Boerhaavia diffusa), Katuki (Picrorrhiza kurroa ) and Sugar
Balance is the combination of Bimbi (Coccinia indica), Bougainbelia (Bougainvillea spectabilis)
and Sadabahar (Vinca rosea). These organic herbal formulations provided beneficial effect to
clinically diagnosed patients of liver disorders and diabetes attending the clinic of International
Institute of Herbal Medicine ( IIHM ) ,Lucknow. These organic herbal formulations can be used
as alternative or complementary therapy in prevention and treatment of these two kinds of
diseases.
Keywords: Liver-kidney Care, Sugar Balance, liver disorders, diabetes mellitus
INTRODUCTION
Health for all is a dream and a goal which
humanity at large shares and strives for.
Unfortunately, it has now been proven without
doubt that modern pharmaceuticals are and will
remain out of reach for a large proportion of the
human population for the foreseeable future.
Slow chemical poisoning has become a
phenomenon of the present day, as a hazard from
medicinal plants, vegetables, fruits, food grains,
water and other aquatic and terrestrial sources
of fish and meat. The hazards to human health
by chemicals like organo- phosphorous
compounds, DDT, Gammaxene etc., have
become so great that a big question mark has
come up, as known and unknown diseases of
human beings are increasing day by day and the
life of man on the Mother Earth has become
stressed and miserable in spite of all modern
facilities. Man cannot escape from the ill effects
of these chemicals whether he takes vegetables,
cereals, meat or fish. All contain perceptible
amount of chemical poisons causing diverse
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18
1. Liver-Kidney Care
Liver-Kidney Care (LKC) an organic herbal
formulation containing 325mg powder in
vegetarian capsule consists of Phyllanthus niruri
(Bhumyamalaki),
Boerhaavia
diffusa
(Punarnava) and Picrorrhiza kurroa (Katuki).
Fourty Six (46) volunteer cases were randomly
selected for the present study. All cases were
chronic of 6 months to 4 years duration. 6 cases
of Hepatitis B and 40 cases of CRF were treated
with Liver kidney Care, 1-2 capsules twice daily
for three month with meals. The written informed
consent of each patient was taken. The
parameters studied in the cases of Hepatitis B
were haemoglobin, serum bilirubin, SGPT and
SGOT, while in cases of CRF these were
haemoglobin, serum creatinine, blood urea.
These biochemical parameters were taken to
assess the improvement in disease condition of
the patients.
2. Sugar Balance
Sugar Balance an organic herbal formulation
containing 250mg powder consists of the leaves
of Coccinia indica (Bimbi), which was the major
ingredient along with Bougainbelia (Bougainvillea
spectabilis) and Catharanthus roseus (Vinca
rosea) . One hundred ninety two (192) volunteer
cases were randomly selected for the present
study. All cases were chronic of more than one
year. The written informed consent of each
patient was taken. These patients were treated
with Sugar Balance ,1-2 capsules twice daily for
three month with meals and evaluation was done
at the end of each one month. Glucose level (
fasting and postprandial, pp) of each patient was
estimated as biochemical parameter to assess
the disease condition of the patients.
RESULTS
The treatment with Liver Kidney Care (LKC)
resulted in significant increase in hemoglobin,
significant decrease in serum bilirubin, SGPT and
SGOT in cases of Hepatitis B as shown in Fig. 1,
four cases out of six became negative in hepatitis
B. In cases of Chronic Renal Failure (CRF) there
was a significant increase in hemoglobin and
decrease in serum creatinine and blood urea as
shown in Fig. 2.
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Fig. 1
Effect of Liv-Kid Care in Cases* of Hepatitis B
(6 cases after 5 months treatment)
80
Mean Values
DISCUSSION
74
69.33
70
Pretreatment
60
Poast treatment
50
40
34.17
31.67
30
20
10.02 12.92
4 1.76
10
0
Hemoglobin
S erum
Bilirubin
SGPT
SGOT
Parameters
Fig. 2
70
60
50
Mean Values
Pretreatment
Post treatment
40
28.99
30
20
1 0.4 1
12.89
10
5 .4 3
1.84
Hemoglobin
Serum Creatinin
Parameters
Blood Urea
2.
3.
4.
5.
6.
7.
8.
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9.
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ABSTRACT
This deals with the origin of Potato, Solanum tuberosum L. Gods gift to the mankind ; its
importance as support to people across diverse cultures during war and peace and also help in
reducing the calamities of famine ;important insect and mite pests damaging this ubiquitous
crop ; a brief history of potato research in India ; pre-requisites for locating areas suitable for
healthy seed production and healthy (virus free)seed production technologies for helping the
farming community of Northern plains so that they could grow their own seed potato crop and
successfully curtail the cost of production by saving the money up to 50% spent in the purchase
and transportation of seed potatoes from distant places.
Keywords :
Potato, Solanum tuberosum L. Vectors, Virus, Aphid, Myzus persicae (Sulzer),
Aphis gossypii Glover ,PLRV ,PVY, Seed Plot Technique, Indo-Gangetic Plains Dormancy ,
Indigenous, Degeneration ,Systemic Insecticides , Pesticides , Haulm.
INTRODUCTION
The English word Potato comes from
Spanish patata which is a compound word of
Taino batata (sweet potato) and Peruvian papa
(potato). Another common name is pomme de
terre in French meaning ground fruit. In Persian,
it is called seeb -i- zameen meaning ground
apple. In Hindi, Nepali and other Indian
languages the potato is called alu or aloo, while
in Marathi and Gujrati, it is called bataka or
batata.
The potato originated in Peru-Bolivian
Region (South America) about 8,000 years ago,
has come a long way to become the most
favourite culinary item of the billions of peoples
of the world. It is believed that Spanish
conquistadors first encountered the potato when
they arrived in Peru in 1532 in search of gold.
Spanish explorer and conqueror, Gonzalo
Jiminez de Quesda (1495-1579) took the potato
to Spain in lieu of the gold (Source: Linda
Stradley, History of Potato, 2004). The Spanish
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Constituents
Content (%)
Water
75-80
Carbohydrates
16-20
Crude protein
2.5-3.0
Fibre
0.6
Fat
0.6
Minerals
1.0
22
production are
north-west and
which meet the
certified seed
23
STEPS
FOR
TECHNOLOGY
SEED
PRODUCTION
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2.
3.
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ABSTRACT
The reactions of ruthenium trichloride with Schiff bases derived from sulpha drugs in 1:2 molar
ratio leads to the formation of a new series of coordination compounds of type [Ru(L)2(H2O)Cl].
The Schiff bases used here are o-Vanillin sulphanilamide (oVSaH), o-Vanillin sulphamerazine
(oVSmrzH), salicylaldehyde sulphanilamide (SdSaH), salicylaldehyde sulphamerazine
(SdSmrzH), 2-hydroxy-1-naphthaldehyde sulphanilamide (2hNSaH), 2-hydroxy-1naphthaldehyde sulphamerazine (2hNSmrzH). The reactions of ruthenium(III) chloride with Schiff
base ligands have been investigated on the basis of elemental analysis, electrical conductance,
magnetic susceptibility measurements and spectral (infrared, electronic, 1H NMR) data. The
possible structures have been suggested for the resulting compounds. The Schiff bases used
in these studies are condensation products of sulpha drugs, viz. sulphanilamide and
sulphamerazine with o-vanillin, salicylaldehyde and 2-hydroxy-1-naphthaldehyde. The
disappearance of phenolic proton upon complexation indicates coordination by phenolic oxygen
(after deprotonation) and azomethine nitrogen, respectively. The magnetic and spectral studies
indicate octahedral geometry for the resulting complexes. The antifungal activity screening
against Aspergillus niger and Fusarium solani shows that complexes are more potent in
comparison with free ligands.
Keywords: Ruthenium trichloride, synthesis, spectral studies, sulpha drugs, biocidal
INTRODUCTION
Multidentate ligands are extensively used for
the preparation of metal complexes with
interesting properties. Among these ligands,
Schiff bases containing nitrogen and phenolic
oxygen donor atoms are of considerable interest
due to their potential application in catalysis,
medicine and material science.[1-4] Recent years
have witnessed discernible growth in interest in
Schiff bases and their metal complexes due to
their facile synthesis, wide application, [5-14]
diversity and structural variability. [15-21] Schiff
bases are an important class of ligands based
on their potential use as ligands at a metal centre,
their complexing ability containing different donor
atom are widely reported.[22-28] Sulphonamides
26
R'
C
R"
Abbreviation
oVSaH
OH
OCH3
OH
CH3
OCH3
oVSmrzH
OH
H
OH
SdSaH
CH3
SdSmrzH
Synthesis of ligands
OH
H
OH
2hNSaH
CH3
2hNSmrzH
EXPERIMENTAL
Chemicals and methods
All chemicals used in this work were of
analytical grade. RuCl33H2O, sulpha drugs, viz.
Sulphanilamide, sulphamerazine and carbon
disulphide were obtained from Merck, Aldrich, SD
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Synthesis of complexes
(i) Synthesis of ruthenium(III) complex with
Schiff base derived from o-Vanillin and
sulphanilamide (oVSaH) in 1:2 ratio.
The complex was prepared by reacting 1:2
metal to ligand molar ratios. A magnetically
stirred, prepared ethanolic solution (30 ml) of
RuCl33H2O (1.30 g, 0.005 mol) was added to
(3.063 g, 0.01 mol) of hot ethanolic solution of oVanillin sulphanilamide (oVSaH). The resulting
mixture was then refluxed on a heating mantle
with constant stirring at 80oC for around 6-7 h.
The color of the solution changed from black to
dark brown. On cooling a dark brown solid
precipitated out which was suction filtered,
washed with ethanol and finally with diethyl ether
and dried over anhydrous calcium chloride
(ii) Synthesis of ruthenium(III) complex with
Schiff base derived from o-Vanillin and
sulphamerazine (oVSmrzH) in 1:2 ratio.
The complex was prepared by reacting 1:2
metal to ligand molar ratios. A magnetically
stirred, prepared ethanolic solution (30 ml) of
RuCl33H2O (1.30 g, 0.005 mol) was added to
(2.763 g, 0.01 mol) of hot ethanolic solution of oVanillin sulphamerazine (oVSmrzH). The
resulting mixture was then refluxed on a heating
mantle with constant stirring at 80oC for around
8-9 h. The color of the solution changed from
black to olive black. On cooling a crystalline dirty
brown solid precipitated out which was suction
filtered, washed with ethanol and finally with
diethyl ether and dried over anhydrous calcium
chloride.
(iii) Synthesis of ruthenium(III) complex with
Schiff base derived from Salicylaldehyde and
sulphanilamide (SdSaH) in 1:2 ratio.
The complex was prepared by reacting 1:2
metal to ligand molar ratios. A magnetically
stirred, prepared ethanolic solution (30 ml) of
RuCl33H2O (1.30 g, 0.005 mol) was added to
(2.763 g, 0.01 mol) of hot ethanolic solution of
Salicylaldehyde sulphanilamide (SdSaH). The
resulting mixture was then refluxed on a heating
mantle with constant stirring at 80oC for around
8-9 h. The color of the solution changed from
black to olive black. On cooling a crystalline dirty
brown solid precipitated out which was suction
28
2LH
[Ru(L)2(H2O)Cl] + 2HCl
PROTON
MAGNETIC
SPECTRAL STUDIES
RESONANCE
CH
56.5
24.8
68.2
36.5
89.5
45.2
54.8
26.0
72.0
36.4
88.9
44.8
oVSmrzH
23.9
33.4
42.0
22.8
34.5
48.6
SdSaH
21.8
32.5
40.2
23.2
31.6
49.5
SdSmrzH
21.6
33.6
42.9
21.5
33.6
43.4
2hNSaH
21.2
21.2
40.8
20.8
32.0
48.8
2hNSmrzH
22.0
34.8
44.0
24.4
36.8
42.5
[Ru(oVSa)2(H 2O)Cl]
38.2
56.0
72.4
36.6
58.2
72.9
[Ru(oVSmrz)2(H 2O)Cl]
37.8
58.4
74.6
36.4
59.2
72.4
[Ru(SdSa)2(H 2O)Cl]
35.6
56.6
70.8
35.8
56.8
72.2
[Ru(SdSmrz)2(H 2O)Cl]
38.2
58.9
73.5
38.6
59.6
75.8
[Ru(2hNSa)2(H2O)Cl]
36.4
56.6
71.8
36.4
57.8
72.6
[Ru(2hNSmrz)2(H2O)Cl]
35.8
58.5
74.2
38.0
58.8
73.6
O
CH
NHR"
O
Ru
OCH3
O
S
H2O
C
H
CH
S
O
O
O
R"HN
C
H
Where,
CH3
R = H;
H; N
Fig: Proposed structure of metal complexes
CONCLUSIONS
The monobasic bidentate Schiff base
ligands were found to be coordinated with
ruthenium(III) through phenolic oxygen and
azomethine nitrogen and gave complexes of the
type [Ru(L)2(H2O)Cl]. The characteristics of the
compounds have been studied by various
physiochemical data. A tentative octahedral
structure have been proposed for the complexes,
where the ruthenium atom surrounded by
different atoms showing six coordination
numbers.
1.
2.
3.
4.
5.
6.
NHR"
O
H2O
Ru
Cl
O
O
S
Cl
REFERENCES
O
R"HN
Ru
Cl
O
R"HN
NHR"
ACKNOWLEDGEMENTS
OCH3
H2O
S
O
Ridomil
oVSaH
C
H
32
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8.
9.
7.
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33
*
AMOD TIWARI1, SUMAN SHARMA2, O.M. AWASTHI3
Bhabha Institute of Technology, Kanpur, Uttar Pradesh , India,2 Research Scholar, Sai Nath University, Ranchi, India,3
Babu Banarasi Das National Institute of Technology & Management , Luknow, Uttar Pradesh , India
* Address for Correspondence : Dr. Amod Tiwari, Professor - Ditector ,Bhabha Institute of Technology,
Kanpur, Uttar Pradesh, India
E mail ID : amodtiwari@gmail.com
ABSTRACT
The high-speed development of ICT together with the appearance and dominance of the Internet
has economic, social and cultural implications. Daniel Bell referred to a post-industrial change
in 1973 and argued that technological innovations will lead to social transformations [1]. The
implications are both at the macro- and the micro-level. The aims concerning the contents have
changed, besides the traditional educational schemes and the usage of open educational
environments have evolved which make methodological transformations a necessity [2]. The
aim of our research was to investigate the role of ICT within the population of college instructors
and to identify the pedagogical implications that the integration of ICT into teaching and learning
processes results in.
Keywords: ICT, higher education, the ICT usage of instructors
INTRODUCTION
Personal data
Hypotheses
The usage of ICT necessitates pedagogicalmethodological changes in higher education.
Among academic staff the usage of ICT for
private purposes is typical.Using ICT for
pedagogical purposes is typical of a well-defined
(domain-specific) community of instructors. All
the college instructors use ICT.
Computer and internet usage
In the first group of questions we asked
about teachers accessibility to computers and
the internet, the time they spend with them and
their habits of internet usage. Among the
surveyed staff 95% have their own computer and
97% uses the internet regularly. Most of them
use the internet both at college and at home, only
35% does not have accessibility to the internet
at home. During the week they spend about 13
hours at the college and 8 hours at home using
the computer on the average (Fig. 1). However,
it is important to mention, there is a great relative
deviation in both cases (at the college: 77%, at
home 89%).
35
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38
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*Address for correspondence: Manish Kumar Awasthi, Research Scholar, Bhagwant University,
Ajmer, Rajasthan, India, Email ID: manu77107@gmail.com
ABSTRACT
Foreign direct investment in Indian retail business at this stage is a burning issue.Retailing is
one of the worlds largest private industries and Indian retail industry is one of the rising sectors
with huge growth potential. According to the Investment Commission of India, the retail sector
is expected to grow almost three times its current levels to $660 billion by 2015. Liberalizations
in FDI have caused a massive restructuring in retail industry. The benefit of FDI in retail industry
superimposes its cost factors. It enables a countrys product or service to enter into the global
market. With around 12 million retail outlets pan India and an estimated size of around $450
billion, the retail sector perhaps remains one of the key contributors to Indias GDP. Thus as a
matter of fact FDI should not just be allowed but significantly encouraged too. In this context,
the study tries to find out the influence of FDI and its need and significance in the retail sector
and tries to focus some possible impact of FDI in agricultural marketing.
Keywords: FDI, Liberalization, Retailing, Agricultural Marketing.
INTRODUCTION
FDI has been shown to play an important
role in promoting economic growth, raising a
countrys technological level, and creating new
employment in developing countries. It has also
been shown that FDI works as a means of
integrating developing countries into the global
market place and increasing the capital available
for investment, thus leading to increased
economic growth needed to reduce poverty and
raise living standards. According to the World
Bank Development Report, in 2000 over 1.1
billion people were subsisting on less than US$1
a day and around 2.1 billion people on less than
US$2 a day of whom between two thirds to threequarters live in rural areas. Thus, if the war on
poverty is to be won, developing countries need
to place more emphasis on the agricultural sector,
where incidence of poverty is highest. Agriculture
is the main stay of the Indian economy as it forms
the backbone of rural India which inhabitants
more than 70% of total Indian population. Indian
economy has been heavily geared towards the
service sector that contributes 56% of our GDP.
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EMPERICAL FINDINGS
Agricultural retail market in India is in a very
disadvantageous position suffering from lack of
avenues to reach out to the vast domestic as well
as world market. This has largely been due to
the inability of this sector to access latest
technology and improve its marketing interface.
Development of organized retailing market either
induced by indigenous capital or by foreign
capital is very crucial where small and marginal
farmers can supply their product directly to these
big retailers (Indian or foreign). Due to lack of
adequate infrastructure facilities and lack of
proper storage facility farmers are forced to sell
their products at very low price which sometimes
cannot even cover their cost of production. Over
production or glut both becomes the cause of
farmers distress. The survey data presents that
28 % of paddy production is sold at zero profit
margin and for 45% of paddy production profit
margin varies from 5 to 10 percent. Only it is the
rest 26% of total production where profit margin
is above10%. But the maximum profit margin is
15%. The main cause is the lack of storage
facility, failure of the Government mechanism to
reach the farmers with minimum support price
and virtual non-existence of organized marketing
infrastructure.
TABLE- I
:
SCENARIO
AGRICULTURAL MARKETING
oilseeds vegetables
0 -5%
28
14
40
44
82
5- 10%
46
42
52
41
14
10- 15 %
26
08
05
33
06
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41
TABLE- 2 :
RETAIL
Retail sector
PERCENTAGE OF ORGANIZED
US
Thailand
China
India
Organized
85
40
20
03
Unorganized
15
60
80
97
CONCLUSION
Capital investment either by indigenous or
foreign capital seems to be a very powerful
catalyst to spur the investment climate in
agricultural retailing, taking into consideration the
current scenario of inefficient supply chain, lack
of proper storage facilities and presence of multilevel intermediaries between farmers and direct
consumers. Huge investment in marketing
infrastructure is required to protect the
agricultural sector which is not forthcoming from
the Government sector. FDI- driven modern
retailing being a direct interface between farmers
and retailers trigger a series of reactions which
in the long run can improve supply chain and
transport sector of the rural agronomy of all the
agricultural states in India.
The policy of allowing 100% FDI in single
brand retail can benefit both the foreign retailer
and the Indian partner foreign players get local
market knowledge, while Indian companies can
access global best management practices,
designs and technological knowhow. By partially
opening this sector, the government can reduce
the pressure from its trading partners in bilateral
and multilateral negotiations and can
demonstrate Indias intentions in liberalizing this
sector in a phased manner. Permitting foreign
investment in agricultural retailing is likely to
ensure adequate flow of capital into rural
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44
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ABSTRACT
The purpose of this paper is to obtain a better understanding of the extent to which service
quality is delivered within the Indian Airlines services and customer's perceptions of service
quality. This paper investigates how closely customer's expectations and perceptions match.
RATER Dimensions and SERVQUAL scale are used to measure service quality in Indian Airlines. The paper also investigates on a parallel SERVQUAL survey of Indian Airlines employees
to examine how well they understand their customers' expectations and how well its internal
processes support the delivery of top quality services.It is found that there was a direct relationship between service quality and customer's satisfaction in the Indian Airlines. Employees appear to have a good understanding of what these expectations actually are. This research adds
to the body of knowledge related to the Indian Airlines management. It will also be of interest to
strategic and operational to the managers of airlines and to academics investigating the reliability and value of service quality assessment tools. It addresses key relationship between service
dimensions and service quality within the Indian Airlines.
Keywords: Service Quality, Customer's Satisfaction, Service Quality Dimensions, GAP Analysis, Customer Relationship Management SERVQUAL etc.
INTRODUCTION
The service industry plays an increasingly
important role in the economy of many countries.
In today's global competitive environment delivering quality service is considered as an essential strategy for success and survival
(Parasuraman et al., 1985; Reichheld and Sasser,
1990; Zeithaml et al., 1990). Even the public sector organizations have come under increasing
pressure to deliver quality services (Randall and
Senior, 1994) and improve efficiencies (Robinson,
2003). Customer needs and expectations are
changing when it comes to governmental services
and their quality requirements. However, service
quality practices in public sector organizations is
slow and is further exacerbated by difficulties in
measuring outcomes, greater scrutiny from the
public and press, a lack of freedom to act in an
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vice quality is exceeding the customers' expectations. Zeithaml and Bitner (2000) suggested that
customer expectations are beliefs about a service that serve as standards against which service performance is judged. Parasuraman et al.
(1988) suggested that customer expectations are
what the customers think a service should offer
rather than what might be on offer. Zeithaml et al.
(1990) identified four factors that influence customers' expectations: word-of-mouth communications; personal needs; past experience; and
external communications. A gap is created when
the perceptions of the delivered service is not as
per the expectations of the customer. This gap
is addressed by identifying and implementing
strategies that affect perceptions, or expectations,
or both (Parasuraman et al., 1985; Zeithaml et
al., 1990). Parasuraman et al .(1988) stated that
SERVQUAL had been designed to be "applicable
across a broad spectrum of services" and the
format could be adapted to fit specific needs and
that it would be most valuable when used to track
service quality trends periodically. They proposed
that the SERVQUAL model could be extended to
measure gaps in quality and could therefore be
used as a diagnostic tool to enable management
to identify service quality shortfalls. The gap score
is calculated by the perception statements being
deducted from the expectation statements. If any
gap scores turn out to be positive then this implies that expectations are actually being exceeded. This allows service managers to review
whether they need to re-deploy resources to areas of underperformance (Wisniewski, 2001).
The SERVQUAL instrument ascertains the level
of service quality based on the five key dimensions and also identifies where gaps in service
exist and to what extent.
Table - a : Definition of the SERVQUAL Gaps
Gap 1 (the positioning gap)
46
panies to differentiate themselves from competitors in the eyes of customers ( Boland et al 2002).
OBJECTIVES OF THE STUDY
The Indian Airline is suffering from very intense competitions on its national market. The
airline is not only enduring from low market share
on most routes, on which other airlines are also
having flight operations but also losing the market share on some others. The pre-requisite of
the customer satisfaction is understanding and
knowing what they want. In such a scenario, service quality is a significant driver of passenger
satisfaction, loyalty and choice of airlines. Thus
scientific investigation into service quality and
customer satisfaction is need of the hour . The
main objective of the study is to analyze service
quality and customer satisfaction of domestic airlines with special reference to Indian Airlines.
Specific objectives of the study are as follows :
(1) To examine in detail the services being offered in domestic airlines with special reference to Indian Airlines
(2) How can the passenger's satisfaction within
Indian Airlines be described?
(3) To investigate, how much satisfied Indian
Airlines passengers are with its services?
(4) To evaluate how can Indian Airlines managers improve and promote satisfaction level
among the passengers?
In order to evaluate the customer satisfaction and service quality in domestic airlines industry with special reference to Indian Airlines ,
the following hypotheses have been made .
(1) Service quality leads to customer satisfaction
(2) Service quality creates brand loyalty
(3) Empathy is one of the important dimensions
in service quality
(4) Reliability has a direct positive effect on service quality
(5) Tangiblity has an importance in service quality
METHODOLOGY
The SERVQUAL instrument was adopted to
measure the service qualities of the Indian Airlines as it demonstrated the "gap" between the
customer's expectations and the perceptions .The
structured questionnaire used in this study comwww.ijsir.co.in
EDUCATION
INTERMEDIATE
27
09%
GRADUATE
132
44%
POST GRADUATE
111
37%
PhD.
03%
21
07%
Reason to Fly-
300
Business
108
36%
Jobs
111
37%
Education
42
14%
Others
39
13%
Frequent Flyer
231
77%
111
37%
90
30%
69
23%
On- Line
258
86%
Other.
42
14%
TABLE NO- 1:
Total No of
Respondents
N=300
MALE
192
64%
FEMALE
108
36%
MARRIED
207
69%
UNMARRIED
93
31%
21-30
72
24%
31-40
87
29%
41-50
93
31%
51-60
48
16%
URBAN
273
91%
RURAL
27
09%
MARITAL
STATUS
AGE
BACKGROUND
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DEMOGRAPHIC ANALYSIS
D =E-P
Gap(D)=
(Expected
service
Perceived
service).
D = E-P
(~ Mean) ( ~ f %)
RELIABILITY i.e.
(RATER MODEL) &
ATTRIBUTES
TANGIBILITY:
1. Visually attractive 300 270 90% 0.90 219 81% 0.81 D= 0.09 D= 09%
aircraft
2. Convienient flight 300 276 92% 0.92 273 99% 0.99 D= -0.07 D= 07%
schedules & enough
frequencies.
3. State-of-the-art
technology.
300 273 91% 0.91 229 83% 0.83 D=0.08 D=~ 08%
4. Ease, accuracy and 300 252 84% 0.84 191 75% 0.75 D= 0.09 D=~ 09%
speed of check-in.
50
nient flight schedules , visually appealing physical facilities , less waiting time for baggage arrival , better baggage handling mechanism , attractive aircrafts etc.
Most important factor for the rising importance of service quality and customer satisfaction, is that it is proving to be a winning competitive strategy. The ultimate aim of an excellent
service quality system is to satisfy the customer's
need and go beyond to delight the customers. A
good or excellent service quality would result in
customer satisfaction or customer delight. Increased customer satisfaction in turn leads to
higher level of customer retention and also positive word of mouth.. In India service sector is the
largest contributor to GDP , ahead of agriculture
as well as industry sector. So Airline Industry has
a major role in GDP growth of the country .Results of this study imply that airline marketing
managers should develop various strategies to
guarantee providing quality services to their
passengers because airline services have positive influences on airline image and passengers'
satisfaction.. Failure to provide quality services
to customers may damage the formation of airline image and cause negative impact on
customer's satisfaction and the also on growth
of airlines services in domestic market.
This study was therefore able to highlight
how important it is for an aviation sector , be it a
domestic airlines, to conduct a survey and consider the opinions of its customers and its employees in identifying areas for service quality
improvements. It is therefore very important for
them to know how customers evaluate service
quality and what they can do to measure and
improve service quality. Therefore, to exceed
customer expectations, it is necessary for aviation sector to continually improve the quality of
service provided to its customers.
LIMITATIONS AND FUTURE RESEARCH
There were limitations in this study that need
to be acknowledged. Firstly, the study was limited to domestic aviation sector the Indian Airlines , therefore the reliability of the results restricts the extent to which the findings can be
generalized across the Indian Airlines services.
Secondly, this study looked at the perceptions of
customers, thereby excluding the views of manwww.ijsir.co.in
agement. Given the financial and resource constraints under which the Indian Airline operates,
it can be argued that it is crucial to measure management perceptions of organizational service
quality practices so that they can also understand
customer expectations. Such information will then
assist management in identifying cost-effective
ways of closing service quality gaps and of prioritizing which gaps to focus on, a critical decision given the scarcity of resources. Thirdly,
Parasuraman et al. (1991) original argument that
SERVQUAL's five dimensions are transportable
to other service sectors remains to be verified in
the other Airlines/ Aviation sectors. This study
provides researchers with useful guidelines for
future research.
REFERENCES
1-
2-
Booth M (2000) Integrated Marketing Communications. MediaCat Publications, Istanbul , Compiled by:
Iron , F. and Kirdar , F., " Customer Relationship Management : CRM , Review of Social , Economic & Business Studies 7/8 : 293-308. Carlzon ,Jan (1987) ,
Moment of Truth, Ballinger Publications Company:
Cambridge, Massachusets, USA.
3-
Gkritza, K., Niemeier, D. & Mannering, F. (2006). Airport security screening and changing passenger satisfaction: An exploratory assessment. Journal of Air
Transport Management 12, 213-219
4-
5-
6-
Kramer MR (1999) Trust and Distrust in Organizations: Emerging Perspectives, Enduring Questions.
Annu Rev Psychol. 50: 569-598.48
7-
Oliver RL (1997) Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill, New York: 3345.
8-
9-
51
11- Riddleberger EJ (2009) Leading a Sustainable Enterprise. IBM Global Business Services 1-16 New
York. Randall, L. & Senior, M. (1994) "A model for
achieving quality in hospital hotel services,"
InternationalJournal of Contemporary Hospital Management, vol. 6, p. 68-74
12-.Reichheld, F.F. & Sasser, W.E. (1990) "Zero defections: quality comes to services," Harvard
Business,Review, Sept.-Oct., p. 105-111
15 Wisniewski, Mik (2001) "Using SERVQUAL to assess customer satisfaction with public sector services,"
16 www.google.com
52
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ABSTRACT
Employees frequently experience enough stress to hurt their job performance and increase
their risk of mental and physical health problems. Negligence towards the stress of employees
at workplace would lose the organization a lot in term of efficiency, productivity, medical bills,
compensation etc. The events produce distress-the degree of physiological, psychological and
behavioural deviation from healthy functioning. Many organizations want to reduce and prevent
the employee stress because they observe that it is a major drain on corporate productivity.
Nobody is free from stress and it is not harmful always. In small quantities, stress is good; it
can motivate us and help us to become more productive, but too much stress or a strong
response to stress can be harmful. Stress in the workplace has emerged as a major issue for
businesses and has reached alarming proportions. Organizations must develop stress prevention
as well as stress reduction techniques. This research focuses on practices adopted by
organizations to prevent, minimize and to overcome the stress. The paper also discusses the
risk management at workplace, prevention of stress and tips to stress management.
Keywords: Stress, Stressors, Work Place Stress , Reduction and prevention of stress,
Stress Management & its techniques.
INTRODUCTION
Stress is increasing due to globalization and
economic crisis, which affects all professions and
as well as families and societies, almost all
countries of the world. As a result, it becomes
an essential issue in all work places. In 1989
formally identified the concept of increasing
occupational stress, when the Commonwealth
Commission for the Safety, Rehabilitation and
Compensation of Commonwealth Employees
initiated several research projects. These
organizations realized that the percentage
increase in claims for work related psychological
injury has been greater than any other injury. Job
stress can be defined as the harmful physical
and emotional responses that occur when the
requirements of the job do not match the
capabilities, resources, or needs of the worker,
which lead to poor health and even injury .Workrelated stress has aroused growing interest
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Company policies
Unclear expectations
Poor communication
Urgent deadlines
Long hours
Relationship conflicts
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Lack of cooperation
is
Autogenic training
Social activity
Cognitive therapy
Conflict resolution
SUGGESTIONS
Getting a hobby
Meditation
Mindfulness (psychology)
Deep breathing
Yoga Nidra
Nootropics
Reading novels
Prayer
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57
Relaxation techniques
Limitations of study :
Artistic expression
Fractional relaxation
Physical exercise
Progressive relaxation
Spas
Somatics training
Stress balls
Natural medicine
Time management
Mobile-based
Applications
REFERENCES
Stress
Management
1.
2.
3.
4.
5.
6.
7.
8.
9.
Although
many techniques have
traditionally been developed to deal with the
consequences of stress. Considerable research
has also been conducted on the prevention of
stress, a subject closely related to psychological
resilience-building. A number of self-help
approaches to stress-prevention and resiliencebuilding have been developed, drawing mainly
on the theory and practice of cognitivebehavioural therapy. (Robertson, D (2012).Build
your Resilience. London: Hodder ISBN 9781444168716).
It is observed that nobody is free from stress,
everybody under the stress a little bit or more .
Eustress is not harmful but over stress i.e.
distress is always harmful and creates many
problems and diseases. Occupational stress has
become an essential factor in the worldwide due
to competition among the nations to face
economic crisis. Stressors and workplace stress
create difficulties in any organization, so stress
management is useful in all sectors.
58
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59
ABSTRACT
Global corporate board rooms have been witnessing hot debates over the nerve centre of any
successful business model. An obvious distinction occurred between the customer-centric
vis--vis shareholder-centric perspectives on the merits of arguments so put-forth. Perhaps
those deliberations led to the existence of profit-centre and cost-centre philosophies to describe
the corporate culture in short. Nevertheless, academicians still try to be skewed on the pursuit
of shareholder value to that of valuing customer for a niggling corporate world, viz., management
and investors are obsessed with faster outcomes; dismally inclined towards long term investment
portfolios; and scant eyed on the accounting mishaps that grab headlines and the like censures.
On the contrary, the doctrine of shareholder value has supported the management and
shareholders as well as customers in the same spirit with no signs of betrayal. Under this
corporate fiasco the centre question remains - what companies have to do if they are to be
serious about creating value? This paper attempts to shed light on the vital insights of this
corporate dilemma and draw a set of guidelines to govern the concept of value creation that
goes hand-in-hand with companys sound business model as well as realizing the potential for
creating value and strike a happy balance between shareholders and customers perspective.
Keywords: Modern Capitalism, Value Creation, Professional Management, Real and
Expectations Market
FOLKLORE OF MODERN CAPITALISM
Capitalism of the post depression era saw
the first modern capitalistic era in 1932 where
professional management steered the corporate
world. The second era labeled as shareholder
value capitalism, began in 1976 with a
fundamental premise of every corporation to
maximize shareholders wealth. If firms pursue
this goal, the thinking goes, both shareholders
and society will benefit. The third era began
during 1990s with a new dimension and thought
to bring arpeggio between all the stakeholders,
labeled as customer-driven capitalism.
As Jack Welch commented that the idea of
maximizing shareholder value is the dumbest in
this world, where CEOs and his clout that are
blessed with huge incentives to focus most on
the market future-casting, and ironically expect
60
2.
3.
4.
5.
6.
7.
8.
9.
63
64
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*Address for correspondence: Jyotishree Pandey, Research Scholar, Sai Nath University, Ranchi, India,
E mail ID : jyotishree.19@gmail.com
ABSTRACT
Green marketing is a phenomenon which has developed particular important in the modern
market. This concept has enabled for the re-marketing and packaging of existing products
which already adhere to such guidelines. Additionally, the development of green marketing has
opened the door of opportunity for companies to co-brand their products into separate line,
lauding the green-friendliness of some while ignoring that of others. Such marketing techniques
have been explained as a direct result of movement in the minds of the consumer market. As a
result of this, businesses have increased their rate of targeting consumers who are concerned
about the environment. These same consumers through their concern are interested in integrating
environmental issues into their purchasing decisions through their incorporation into the process
and content of the marketing strategy for whatever product may be required. This paper discusses
how businesses have increased their rate of targeting green consumers, those who are
concerned about the environment and allow it to affect their purchasing decisions. The paper
identifies the green strategies adopted by the companies.
Keywords: Green marketing ,eco-friendly, sustainable consumption, marketing strategies,
green companies
INTRODUCTION
Everythings gone green was a subtitle of
an article in the Marketing Magazine in2012
(Otoole, 2012). Green marketing has become
common worldwide as environmental issues are
globally noticed. Both consumers and companies
have started to pay more attention in thinking
the consequences of their actions to the
environment (Polonsky, 1994, 3). Green
marketing is the way firms can advertise their
products and at the same time inform the
consumers that they are working in an
environmental friendly way (Chen & Chang,
2012, 489). ..G reen marketing is quickly
becoming a global trend (Zhang & Zhang, 1999,
99) . Many firms have taken it as a part of their
strategy. This makes it important to define, which
role green marketing actually has in
companys strategy? Can green marketing bring
added value to the company and be profitable
activity? The question about the competitive
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Author
1987
1993
Ottman, J.
1995
1995
Kuhre, L.
1995
Polonsky, M.
1995
Hart, S.
2000
2000
2000
2001
Kassaye, W.
2002
Banerjee, S.
2005
2013
66
Findings
Brought issue of
sustainability into the
mainstream
RESEARCH
METHODOLOGY
each strategy (Table 2) . In Extreme green strategy, all aspects of marketing mix are
included, whereas in the Lean green -strategy
company only focuses to its products to be
environmental friendly produced. This matrix can
be used as a tool when integrating green
marketing into companies marketing plans (Chen
& Lin, 2011).
Table 2: Marketing Mix tools used in Green
Strategies (Chen & Lin, 2011)
Product
Price
Promotion
Place
Lean
Defensive
Shaded
Extreme
2.
3.
4.
5.
6.
7.
8.
9.
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ABSTRACT
The present study gives the dreadful scenario of casualties occurred on June 13, 2013 in
Uttara Khand, India due to heavy rain fall leading to uncontrolled devastating floods and
landslides, where a large number of people comprising women, children and elderly lost their
lives. Besides, this dreadful disaster caused severe damage to human population, buildings,
roads, plants etc. Even, whole biodiversity and natural ecosystem comprising aquatic flora
and fauna have been completely destroyed in the region. This is an eye opener and a big
challenge before educationists, researchers, environmentalists, decision makers and policy
makers to think about sustainable growth of the society without damaging our environment and
future generations. Sustainable development ensures the well-being of individual by integrating
social development, economic development, environmental conservation and protection. It is
necessary for the sustainable development that the policies and technologies should be green
so that environmental ability meets present and future generation in equal manner. Efforts have
been made to suggest measures to prevent such devastating disaster.
Keywords: UttraKhand floods, environment, power projects, landslides, planned development
INTRODUCTION
The landmark report of the World
Commission on Environment and Development
entitled Our Common Future warned that unless
we change many of our lifestyle patterns, the
world will face unacceptable levels of
environmental damage and human suffering. The
Commission, echoing the urgent need for
tailoring the pace and the pattern of global
economic growth to the planets carrying
capacity, said that Humanity has the ability to
make development sustainable and to ensure
that it meets the needs of the present without
compromising the ability of future generations to
meet their own needs. In June 2013, a multiday cloudburst centered on the north Indian state
of Uttrakhand caused devastating floods and
landslides in the countrys worst natural disaster
since the 2004 tsunami. Though some parts of
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n Ecosystem-based
tourism
for
development to be used but with
safeguards and local benefits . High
mountain, adventure, biodiversity and nature
tourism are the most obvious routes to
economic development in the Himalayas. But
this tourism is greatly dependent on the
ecology of the region. If the environment
degrades, tourism will also be impacted. On
the other hand, tourism has impacts on the
environment, if not carefully managed. The
Uttarakhand flood teaches us that we must
learn to build sustainable models for pilgrimbased tourism in the fragile hills. There is a
problem of pollution, litter and solid waste
disposal in most high Himalayan tourist sites.
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CONCLUSION
June 2013, Uttarakhand is a wakeup call
not just for the rulers and people in the state, but
planners and decision makers all over the
country. Here are leanings and lessons for
various ministries in the Government of India, in
particular its expert agencies like IMD (India
Metrological Department), CWC (Central Water
Commission), EAC (Expert Appraisal Committee)
of Union Environment Ministry and NDMA
(National Disaster Management Authority) as well
as governments and authorities in all other hill
states. One lesson from the tragedy: If we do
not do environmentally sound development,
there will be no development at all
REFERENCES
1.
www.ndtv.com
2.
www.dailybhaskar.com
3.
www.businessstandard.com
4.
www.downtoearth.org
5.
6.
7.
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Journal Articles
Singh N., Verma P., Pandey B.R., Gilca M. Role of Withania somnifera in Prevention and Treatment
of Cancer: An Overview. International Journal of Pharmaceutical Sciences and Drug Research. 2011;
3(4): 274-279.
A Book
Singh N, Gilca M. Herbal Medicine Science embraces tradition a new insight into the ancient
Ayurveda. Edn 1, Lambert Academic Publishing (Germany), 2010, pp. 115-116.
A chapter in a Book
Nadkarni KM, Indian Materia Medica. Edn 3, Vol. I, Popular Prakashan, Mumbai, 2000, pp. 242-246.
A Report
World Health Organization. The World Health Report 2004: changing history.
Geneva: WHO; 2004.
Conference Proceedings
Stock A, Signal Trasduction in Bacheria. In the Proceedings of the 2004 Markey Scholars
Conference. 2004, pp. 80-89.
A Thesis
Strunk, JL. The extraction of mercury from sediment and the geochemical partitioning of mercury
in sediments from Lake Superior, M.S. thesis, Michigan State Univ. East Lansing, Ml, 1991
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157
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