SRINIVAS CENTRE FOR GREEN BUSINESS RESEARCH

Research in Green Business & Green Business Education: The traditional MBA degree
(Masters in Business Administration) requires coursework and other study of business from a
primarily financial standpoint through efficient production, effective marketing of products and
services with some attention to management of people, to conventional economic theory, and to
business ethics. A sustainable business is any organization that participates in environmentally
friendly or green activities to ensure that all processes, products, and manufacturing activities
adequately address current environmental concerns while maintaining a profit. In other words, it
is a business that meets the needs of the present world without compromising the ability of the
future generations to meet their own needs. It is the process of assessing how to design, market,
use and dispose products that will take advantage of the current environmental situation and how
well a companys products perform with renewable resources. Unfortunately the present MBA
curriculum has not taken care of educating management graduates on the adverse effect of global
warming and its consequence of climate change. A sustainable MBA program includes traditional
subjects with special emphasis on eliminating those models and processes which directly or
indirectly contribute to extended global warming and also study of managing for environmental
and social sustainability for long term benefit. Such program can be also called as Green MBA.
The paper discuss the proposed curriculum, pedagogy, businesses processes, new business
opportunities and placement opportunities for the proposed sustainable new model in business
management education - Green MBA.
Publication :
1. P. S. Aithal, Strategic Rethinking of Management Education : A Green MBA Model,
Proceedings of National conference changing trends in Management, IT, and Social
sciences, Manegma 2014, Mangalore, 09/04/2014, ISBN No. 978-81-929306-0-2,
(2014).
2. Strategic rethinking of Management Education from Best Practices to Next Practices :
A Sustainable Green MBA Model, P.S. Aithal, Proceedings of the IACBE 2011, Asia
Regional Conference Management Education in Emerging Economics, 16-17 July
2011, Alliance University, Bangalore, India.

3. Priti Jeevan, Green Washing : A Conceptual Framework. Development Prospects of

Indian Economy, Bharathi Publications, Delhi 2014. ISBN No.978-93-81212-62-2.
Page No.270 276.
4. Priti Jeevan, An Analysis of Green Products- Exploring a New Innovation Paradigm
in National conference Manegma 2014 at Srinivas Institute of Management
Studies, Pandeshwar, Mangalore. ISBN No: 978 81 9293060-2.
5. P. S. Aithal & Priti J Strategic rethinking of Management Education: green MBA
Model Proceedings of National Conference Innovative Practices in IT,
Management, Education and Social Sciences October 17th, 2015, ISBN No. 978-81929306-8-8.
6. Priti Jeevan, A Study of Sustainable Manufacturing through Lean Manufacturing
An Excogitation Paradigm in the International Conference on Latest Trends and
Practices in Management, Technology and Social Sciences organized by Indian
Academicians and Researchers Association held at Manali on 28th April, 2015.
7. Priti Jeevan, An Analysis of Digital Marketing Model Exploring a new paradigm
of Innovation in National Conference on Researchers in Social Sciences on 1 st,
May 2015 at Bangalore ISBN No. 978-93-83241-99-6.
8. Priti Jeevan, A Conceptual Study on Customer adoption of I Mobile App Technology
in ICICI Bank in National Conference Recent Trends in Management on 28 th May,
2015 at K.S. School of Engineering and Management. ISBN No. 978-93-83241-99-6.
9. Priti Jeevan, Green Entrepreneurship in National seminar on Entrepreneurial
Strategies for Sustainable Business on April 18, 2015 at Karpaga Vinayaga Institute
of Management (KIM), Pudukkottai.
10. Priti Jeevan, A Study on Customer Experiential Management in Banks An
Excogitation Paradigm in National Conference on New Age Banking in India :
Issues and Challenges on 25th April, 2015 at Tumkur University, Tumakuru.
11. Priti Jeevan, A Study Of An Integrated Digital Marketing Framework- Theoretical
Model And Analysis Using ABCD Model Proceedings of National Conference
Recent Advances in IT, Management and Social Sciences, Manegma - 2015,
Mangalore on 23rd April, 2015, ISBN No. 978-81-929306-6-4.
12. Priti Jeevan, A study on Digital marketing- A case study with special reference to
Flipkart.com in National Conference E-Learning, E-Business and E-Governance
on 24th January, 2015 at Srinivas Institute of Management Studies, Pandeshwar,
Mangalore. ISBN No. 978-81-929306-4-0.

13. Priti Jeevan, Frauds in Modern Banking: in the UGC sponsored Three Day National
Conference on Indian Banking : Managing Transformation in the Era of
Globalization and Information Technology on 6th, 7th and 8th January, 2015 at
Department of Commerce, University College, Mangalore.
14. Priti Jeevan & P. S. Aithal Strategic rethinking of Management Education: green
MBA Model Proceedings of National Conference Innovative Practices in IT,
Management, Education and Social Sciences October 17th, 2015, ISBN No. 978-81929306-8-8.
15. Priti Jeevan & P. S. Aithal A Study on awareness and effectiveness of Guerrilla
Marketing Technique an innovative means of advertising Proceedings of National
Conference Innovative Practices in IT, Management, Education and Social Sciences
October 17th, 2015, ISBN No. 978-81-929306-8-8.