IOSR-JBM   2^nd National Conference on Value Based Management - Business for value or Values in Business

Abstract:A major shift in participation of women in workforce has occurred over the last decade in organizations and institutes across the world. Also for effective corporate governance, the top management in various organizations has understood the need to possess flexible and improved ways to motivate and empower the employees. This article illustrates the need of well formulated ethics and values in context of issues pertaining to this gender, to boost work-personal life balance and provide them with supportive emotional well being. Their successful reinforcement would promisingly ensure organizations to embark upon their mission effectively.

Keywords: Gender biasing, organizational values, value based management

[1] Bajdo, l.M., & Dikson, M.W., (2001), "Perceptions of Organizational Culture and Women‟s advancement in Organizations: A cross-cultural examination" , Sex roles, Vol 45, Issue 5-6,pp 399-414, doi: 10.1023/A:1014365716222
[2] Cundiff, N & Komarraju, M. (2008), "Gender Differences in Ethnocultural Empathy and Attitudes Toward Men and Women in Authority", Vol 15(1), pages 5-15 Journal of leadership and organizational studies doi: 10.1177/1548051808318000
[3] Gaddis,I., & Klasen,S. (2012), "Economic Development, Structural Change, and Women‟s Labor Force Participation: A Re-Examination of the Feminization U Hypothesis", Courant Research Center Working Paper No. 71, University of Göttingen, forthcoming in Journal of Population Economics (2013).
[4] Ghosh, J., (2002), "Globalization, Export oriented employment for women and Social policy: A case Study of India", Vol 30 Nos 11-12, pp 17-60,Social Scientist.
[5] Gill, S., (2010) "Is gender inclusivity an answer to ethical issues in business? An Indian stance", Vol. 25 Iss: 1, pp.37 – 63, Gender in Management: An International Journal.

[6] Kennedy, J.A. & Kray, L.J., (2013), "Who Is Willing to Sacrifice Ethical Values for Money and Social Status? Gender Differences in Reactions to Ethical Compromises", in press at Social Psychological & Personality Science
[7] McFarlane, A., (2013) retrieved from, http:// knowledgenet. carmichaelcentre. ie/articles/defining-your-organisations-purpose-importance-vision-mission -and-values.
[8] Rai, S., (2012), "Gender Diversity in Boardrooms: Comparative global review and India", Vol. 1(2), pp 16-24, Journal of Strategic Human Resource Management.
[9] Rao, K.S., Jaireth, S. & Seethamma, K.K., (2008), "International Perspective on Issues in Gender, Science and Economic development", Vol 2, No.1 pages 57-69, AIMS International
[10] Singh, V. & Vinicombe,S. (2005) "Female FTSE report 2005- New look Directors add value to FTSE 100 Boards," Published by School of AMangement, Cranfield University, Retrieved 8th Nov 2011, retrieved from http://www.som.cranfield.ac.uk/som/dinamic-content/research/documents /ftse2005full.pdf

Abstract: Corporate Social Responsibility (CSR) is not a new concept it has been in practice in India since long but the approach was voluntaryin nature until the government rules made it mandatory. The corporate (both public and private) of India have taken up CSR activitiesin several areas like education, environment, health but the result is not satisfactory. As there still lies a vast scope for development ineach and every sector of the country. The corporate are investing in the designated areas but the effect is not visible, thus there lies agap in the implementation, the promises made in papers and the rules applied. The scenario in North-East is not different as here only a few public and private players are operating. The absence of corporates along with the stringent Government rules makes it an hindering point in the growth of CSR activities in Assam. Of late, the CSR activities has been taken as an promotion tool by the corporate. There is a gradual transformation of the concept of CSR which is also helping in the marketing area. Thus, the aim of CSR activities was lonely to serve the society but now it is accompanied by the bizarre of marketing. This study will aim to give a noteworthy contribution so as to know whether the change of mindset has led to the change of priorities of the companies towards the society.

Keywords: Advertisement, Company, Corporate Social Responsibility, Promotion, Perception.

Journals
[1] Aggarwal, Khandelwal., and Kanika and Mohendra, Nishtha., Espoused organisational values, vision, Corporate Social Responsibility: Does it really matter for organisational members, Avikalpa, Research, July, 2010
[2] Ahlstrom, David. Innovation and Growth: How business contributes to Society, 2010 Academy of Management Journal, Vol. 56, No. 6, Pg.1222-1246
[3] Albareda. Laura, and Lozano. Joseph M. and Tencati., Antonio, Midttun., Atle and Francisco Perrini, The changing role of governments in corporate social responsibility: Drivers and Responses, Business Ethics: A European Review , Volume 17, No. 4, October 2008
[4] 4.Baumol, W.J., Liton, R.E., and Strom, R. (2007), Entrepreneurship and Economic Growth, Strategic entrepreneurship Journal –I (3-4), Pg.233-237
Books
[1] Crane, Andrew and Matten, Dirk. Business ethics, 2nd edition, Oxford University Press, 2009, New Delhi
[2] Freeman, R.E. and Liedtka, J.(1991).'Corporate Social Responsibility: A critical Approach,' Business Horizons, July-August
[3] Hazarika, Anjali., Corporate Social Responsibility and The Oil Industry, Global Experiences: Tata Mc GrawHill Publishing Co. Ltd.,1998, New Delhi
[4] Kotler, Philip. Lee. Nancy, Corporate Social Responsibility: Doing the most good for your company and your cause, John Willy and Sons Inc Pg 214-216
Unpublished Thesis
[1] Khaund, Dipti., 2010, D.U., Ph.D. Thesis, Corporate Social Responsibility Initiatives of OIL PSUs in Assam through Community Development Programmes with special reference to Numaligarh Refinery (Studied the hard copy)
[2] Windell, K., 2006, Uppsala University, Sweden, Ph.D. Thesis, Corporate Social Responsibility under Construction: Ideas , Translation and Instituitional Change (Studied the soft copy available on the link http://www.ggm.se/karolinaw/WindellDissertation.pdf accessed on 1st Feb, 2012)

Abstract: Corporate Social Responsibility is a set of policies, practices & programmes that are integrated into business operations & decision making processes in the organizations. Organizations include Corporate Social Responsibility for current & past actions as well as for future impacts. CSR is regarded as a way by which the companies are integrating their social, environmental & economic concerns in their culture, values & operations to improve the well being of the society. With the sincere efforts of the companies, they are attaining the success in achieving their corporate goals in terms of social development & to enhance their corporate image & goodwill. Nowadays various companies are adopting CSR practices to achieve corporate sustainability. The purpose of this research paper is to study the various CSR practices of Mahindra & Mahindra Company.

KEYWORDS- Corporate Social Responsibility, corporate image, corporate sustainability

[1] A. M. Sarma (2006) Aspects of Labour Welfare & Social Securities
[2] Azar Kazmi (2007) Strategic Management & Business Policy
[3] Harish Kumar (2012) "Corporate Social Responsibility Revisited" IJTD, Vol.-XXXXII No.-1
[4] Harish N. (2012) "Corporate Social Responsibility Practices In Indian Companies – A Study", IJMIE Volume 2, Issue 5, ISSN: 2249-0558 (Pgs. 519-536)
[5] Harminder Kaur, Gazal Aggarwal (2012), "A Paradox on Corporate Social Responsibility - Case Study on Coca Cola", IJPSS Volume 2, Issue 9, ISSN: 2249-5894 (Pgs. 264-274)
[6] Parul Khanna, Mrs. Gitika Gupta (2011) "STATUS OF CORPORATE SOCIAL RESPONSIBILITY: IN INDIAN CONTEXT" Asia Pacific Journal of Research in Business Management, Vol.-2, Issue 1 ISSN 2229-4104
[7] Pulidindi Venugopal (2012) "CORPORATE SOCIAL RESPONSIBILITY: A SURE PATH FOR THE DEVELOPMENT OF INDIA" RIJS, Volume 1, Issue 5 ISSN: 2250 – 3994
[8] R. S. Ramesh, Prof. Puneeta Goel (2012) "STUDY AND MEASUREMENT OF CORPORATE SOCIAL RESPONSIBILITY - AN INDIAN PRESPECTIVE", ZENITH International Journal of Multidisciplinary Research, Vol.2 Issue 6, ISSN 2231 5780 (Pgs. 218)
[9] Shiney Chib, "CSR PYRAMID - INNOVATIVE CSR POLICIES OF MAHINDRA & MAHINDRA ", ZIJMR29, ZIJMR_APRIL12_VOL2, ISSUE4
[10] Sukhvinder Singh Dari (2012), "A Study Of Corporate Social Responsibility, Mass Tort And Environment Protection", ARPN Journal of Science and Technology V.-2l, Special Issue, ICESR ISSN 2225 -7217

Abstract: The Marketing Concept To achieve organizational goals by determining the needs and wants of customers and delivering the desired products more effectively and efficiently than competitors. And it is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others.
Marketing ethics is one of the most important marketing solutions, but also one of the most misunderstood and controversial concepts in marketing. There is no universal approach to marketing ethics yet. However, marketing ethics is important to promote marketing solutions that are both acceptable to the company and beneficial to society.My aim behind this research to discuss relevant issues related to the ethical product marketing of business.
Marketing ethics is one of the most important marketing solutions, but also one of the most misunderstood and controversial concepts in product marketing. There is no universal approach to marketing ethics yet. However, marketing ethics is important to promote marketing solutions that are both acceptable to the company and beneficial to society.

[1] O.C.Farrel and Larry G.Gresham (1985),"A contingency framework for understanding Ethical decision making in Marketing," Journal of Marketing, 49,pp.87-96.
[2] Shelby D. Hunt and Scott J. Vitell, "The General Theory of Marketing Ethics", Journal of Macromarketing, Vol. 26 No. 2, December 2006,pp. 1-11, Sage Publications
[3] T.M.Jones (1991), "Ethical Decision Making by Individuals in Organizations; An Issue-
[4] Contingent Model ,"- Academy of Management Review,16, pp.366-395.
[5] Kelly B, Hattersley L, King L, Flood V. 2008. "Persuasive food marketing to children: use of cartoons and competitions in Australian commercial television advertisements", Health Promotion Int.; 23:337-44.
[6] Toll D.S., Kohl L.R. Marketing Management. New York, 1990
[7] 2. Krasteva N. "Marketing", 2008
[8] 3. Alvin J. Silk "What Is Marketing", Ciela 2008
[9] 4. Krasteva N. , Petrova I. "Strategic Marketing – Marketing Strategies", Avangard Prima, 2007
[10] Tamlurkar, V., 2006, Indian MBA, Contemporary Food marketing – Challenges and Ethical Issues, accessed on August 2, 2012, Available at http://www.indianmba.com/Faculty_Column/FC267/fc267.html
a. en.wikipedia.org/wiki/Ethical_marketing
b. www.learnmarketing.net/ethicalmarketing.htm
c. www.tutor2u.net/business/gcse/marketing_ethics.htm

Abstract: CRM is an abbreviation for Customer Relationship Management.CRM can be said to be customer centered, that is (i.e.), the customer is put at the center of all the information that relates to him or her, and authorized people within the organization are allowed to access this information. CRM is a business strategy that goes beyond increasing transaction volume. Today‟s business environment is extremely dynamic and experience rapid changes as a result of technological Improvement, increased awareness and demands to serve their customers electronically.CRM is a strategy used to learn more about customers needs and their behavior in order top develop stronger relationship with them. Social media is the outline content created by people using highly accessible and scalable publishing technologies. Social media fundamentally alter the state of online communication towards a dialogue among web-users as well as organizations and their target groups. The combination of social media and CRM creates an enormous opportunity to enrich customer interactions and give businesses a way to manage and measure how they use social networking while successfully engaging social customers. This research paper indicates the integration of social media with customer relationship management (CRM) strategies, and defines the benefits of this integration for business.

Keywords: CRM (Customer Relationship Management), Social Media, SCRM.

[1] Henning-Thurau T. Malthouse,E.C,Friege C,Gensler (2010).The Impact of New Media on Customer Relationships. Journal of service Research.13,311-329.
[2] Andzulis.J.M.,Panagopoulos,N.G.,& Rapp,A.(2012).A Review of Social Media and Implications for the sales Process.. Journal of Personal Selling & Sales Management, 32(2)
[3] CREDOC (2009).La diffusion des technologies de…Retrieved from http://www.arcep.fr/uploads/tx gspublication/etude-credoc-2009-11209.pdf.
[4] Mangold,W.G., & Faulds.D.J.(2009).Social media: The new hybrid element of the promotion mix. Business Horizons,52(4),357-365. http://dx.doi.org/10.1016/j.bushor.2009.03.02
[5] Manish Parihar (Jan, 2012),"Social Media –The Frontier in Customer Experience Management"NICOM-2012/MKT-30.
[6] Tobias Lehmukhi & Jung Reinhard (June 2013),Towards Social CRM –Scoping the concept and Guiding Research,Slovenia.
[7] Ahuja,V. (2010, March 23). Corporate blogs as e-CRM tools-building customer engagement through content Management. Journal of Databases Marketing & Customer Strategy Management,Vol.17,2,91-105.
[8] Kuo R.Z.,& Lee,G.G (2009),KMS adoption: the effects of information quality, Management Decisions,47(10).
[9] Evans, D. (2008) Social Media Marketing, An Hour a Day. Wiley Publishing Inc. Indianapolis, USA.
[10] Vlamdir Zdaveski Marjan,Milos Jovanovk(2012) "Social Networks For Customer Relationship Management:Marketing ,Online Help, Technical Support And Customer Satisfaction For Iknow Enrollment.

Abstract: Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle. People are actively trying to reduce their impact on the environment. However, this is not widespread and is still evolving. Organizations and business however have seen this change in consumer attitudes and are trying to gain an edge in the competitive market by exploiting the potential in the green market industry. In the modern era of globalization, it has become a challenge to keep the consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Green marketing is a phenomenon which has developed particular importance in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. In this research paper, main emphasis has been made of concept, need and importance of green marketing. Data has collected from multiple sources of evidence, in addition to books, journals, websites and news papers. It explores the main issues in adoption of green marketing practices. The paper describes the current Scenario of Indian market and explores the challenges have with green marketing.

Key words: Green Marketing, Environment, Traditional Marketing, Consumer, Marketer.

[1] Sharma D.D. (2008), ―Marketing Research: Principle Application & Cases" N. Delhi, Sultan Chand & Sons
[2] Shrikanth Et al, Contemporary green marketing-brief reference to Indian scenario, International journal of social science and interdisciplinary research, vol. I, Jan.2012.26-38.
[3] Dr. Sarawade W.K. Conceptual development of green marketing in India, Excel journal of engineering technology and management science, vol. I, June 2012.1-6.
[4] K. Uday Kiran, Opportunity and challenges of green marketing with special reference to Pune, International journal of management and social science research,vol.I,Oct.2012.18-24.
[5] Rahul Singal Et al, Green marketing: challenges and opportunity,International journal of innovation Engineering and technology,vol II,Feb.2013.470-474.
[6] http://www.managementparadise.com
[7] http://www.businessworld.in
[8] http://www.outlookindia.com
[9] http://en.wikipedia.org
[10] http://www.business-standard.com
[11] http://www.encyclopedia.com

Abstract: In the complex business environment most of the corporates are moving fast to earn material profits. Very few of them have understood the meaning of Value in business or business of values. Tata group took a century to achieve what they have today. Few of the companies have attained that in a very short duration as compared to them. What differentiate Tata is their values and ethics. This paper analyses that impact of these value attributes on the mindsets of customers with special reference to retail sector.It has explored why people are selecting the mode of buying on what basis and that put the foundation for effective value propositions. It further goes on explaining role of values in business.

Key Words: Value Proposition, Customer Buying Preferences, Value Creation in Retail.Impact of Organized Retailing on customers,

[1] Cooper and Schindler (2006). Business Research Methods. Tata McGraw-Hill, New Dehli.
[2] C. R. Kothari (2009). Research Methodology: Methods and Techniques. New Age International Publishers, New Delhi.
[3] P SubbaRao (2001). International Business. Himalaya Publishing House.
[4] Charles Hill (2004). Global Business Today. McGraw Hill, Irwin.
[5] AnantSundaran and J Stewart Black (1995).International Business Environment: Text and Cases, Prentice Hall, Incorporated.
[6] Gibson G. Vedamani (2008). RetailManagement. Jaico Publishing House, Mumbai.
[7] Swapna Pradhan (2010). Retailing Management. Tata McGraw Hill Education pvt ltd, New Dehli.
[8] R. Sudarshan (2007). Retail Management- Principles and Practices. New Century Publications, New Dehli.
[9] Abhijit Kulkarni (2009). Distribution and Retail Management. NiraliPrakashan, Pune.
[10] ArpitaMukharjee and Nitisha Patel (2005). Foreign Direct Investment In Retail Sector, India.ICRIER and Department of Consumer Affairs, New Dehli.

Abstract: Due to decrease in purchasing power of a rupee people have begun to loose faith in saving. It has resulted into spending attitude, deriving materialistic pleasure by purchasing and consuming new products. Fierce competition has made everything fair, even if it is unethical. The present paper takes a close look at the various ethical issues involved in Marketing innovations and what organizations are doing unethical practices.

[1] Business Ethics & Corporate Governance – ICFAI center for Management Research, Hyderabad (Dec 2003)
[2] Barry, Norman – Business Ethics – Mc Millian Press Ltd.
[3] Business Ethics & Corporate Governance – Y.C.M.O.U. University Nasik (2007)
[4] Hartman, Edwin M. – Organizational Ethics and the Good Life – Oxford University Press (1996)
[5] Hosmer, LaRueTone : The Ethics of Management. Universal Book stall (reprint 1996)
[6] Fritzsche, David J. – Business Ethics – A Global and Management Perspective. MC Graw Hill Publications (1997).
[7] Petrik, Joseph A and Quinn John f; Management Ethics Integrity at work. Sage Publication New Delhi (1997).
[8] Rituprarna Raj – A study in Business Ethics. Hamalaya Publishing House (1997).
[9] Sadri, Sorab, Dastoor, Dhuns and S. Jayshree. The Theory and Practice of Managerial Ethics – Jaico Publishing House (1996).
[10] Surender Kumar : Corporate Governance : The Question of Ethics. Galgotia Publishing Company (2000)
[11] Xavier, M. J. – Marketing in the new millennium, Vikas Publishing House New Delhi (1999)

Abstract: Today's market-place is changing rapidly. Due to glocalization, it has direct impact on the business. Economic slowdown, inflation, America's shutdown, Euro zone, government reforms, political instability around the world, cut-throat competition, fast-changing technology, retention of talent pool, leadership development, natural calamities, meeting high customer expectations are some of the major challenges exist in the business world. If we introspect ourselves, the root cause to all is to concentrate on adding values to our products and services to the maximum level. Values are the link between service-providers and clients. They are the driving forces for customer satisfaction and service excellence. Hence, companies must leave no stone unturned to treat them fairly. Values can convert workplace into operational centre of excellence, focusing on the principle, ―Happy to serve!!‖ They have a great deal of contribution from turning tension into productive workforce. This research study aims to address the challenges aforementioned and embark upon them with proactive value-based management.

[1] ‗Training + Development' (March, 2012) Volume 66, American Society for Training & Development, U.S.A.
[2] ‗Training + Development' (April, 2012) Volume 66, American Society for Training & Development, U.S.A.
[3] Quick James Campbell, Nelson Debra L. & Khandelwal Preetam, ―Oganizational Behavior‖ , page 647, (2013).
[4] Dayal A. , ―25 management strategies for Delhi Metro's success the Sreedharan way,‖ DMRC Ltd (2012).
[5] Pace Ann, ―Learning Fit for Anytime and Anywhere‖, Training + Development' (March, 2012) Volume 66, page 68.
[6] Rosabeth Moss Kanter, ―The Change Masters‖.
[7] Cozzo Igor, ―Brazilian Organizations' Investment in Training Increased Last Year‖.
[8] www.delhimetrorail.com/about_usaspx#Introduction
[9] Ibid
[10] www.linkedin.com ( A blog on Satya Nadella's first interview as newly appointed CEO of Microsoft.
[11] www.mhs.com
[12] www.citrixonline.com

Abstract: In the present era we are living in a global village. The corporate world is highly inter-connected, the economy is integrated and global business is inter-dependent. Economic crisis in USA affects manufacturing in China and business environment in India. Economic meltdown in EU minimizes demand in China and affects industries in India and rest of the world. Tapering in US economy sends warning to other economies of the world. Election in India and its outcome is the concern of the entire world. Hence we must understand that we are being watched, especially by the business world, as we are one of the biggest EMs (Emerging Markets) as well as one of the fastest growing economies of the world.

[1] Internet
[2] Supply Chain Management by
a. V V Sople
b. Janesh Shah
c. Sunil Chopra and Peter Meindi
[3] Harvard Business Review
[4] Economic Times
[5] www.livemint.com

Abstract: This paper is about maintaining ethics by Health care Industries while providing health care benefits to the common people. The very thinking of designing any drug by any pharmaceutical companies is to help common man to get rid of their existing disease with lesser side effects and simultaneously the treatment should also be affordable to the common man. Despite all the facilities and availability of all kind of drugs, treatment is not equal to all the population. In the Indian Healthcare scenario we find that same drugs are available with different price by different companies. It involves entire healthcare systems e.g. Pharmaceuticals companies, doctors, drug distributors, healthcare professionals, Government etc. The aim of any professional organization is to make profit and keep the pace with changing scenario but the methods they use should be acceptable to the society but this is grossly ignored by the companies which in turns effects the health of the ultimate consumers i.e. common man. Though there are certain codes of ethics to be followed by these companies but the monitoring system is poor and they grossly failed to monitor this. This is a major issue in today‟s society, because despite the fact that we have finest doctor in the world, we Indians account for 60% of the world heart disease and more than 25% are diabetics, though we have just 16% of the world population.
A Pharma Company‟s ultimate balance sheet should be the number of patients saved vis-à-vis the amount of profit made. Because the major responsibility is with the pharmaceuticals companies as they are the provider of drugs to the common man. If they are not following the ethical path it is going to affect the health of the entire population.

[1] PILMAN-A Tapan Ray website on health care.
[2] Michael D. Jibson, M.D., Ph.D. Interactions Between Physicians and Industry: A Guide for
[3] Clinicians Focus 5:398-406, Fall 2007 2007 American Psychiatric Association
[4] Prescription Drugs and Mass Media Advertising. 2000. Washington DC: National Institute
[5] for Health Care Management Research and Educational Foundation; 2001
[6] Journal of the American Medical Association in 2000
[7] Povar GJ, Snyder L. Selling products out of the office. Ethics and Human Rights Committee.
[8] www.bmj.com/content/346/bmj.f2635

Abstract: 'As you sow, so you reap', this idiom can be experienced in Business. The ethical inputs will definitely be appreciated by masses which result into more benefits. The three Ms, MEN (manpower), Money (the capital) and Material (raw form of product) are very crucial when we consider the manufacturing of the final form of a product from a crude form. If these three Ms are well used then the result will be ultimately beneficial to the nature is the same for everyone, but what matters is, how you use it. Manufacturing the biodegradable final product helps the nature maintain the balance. The moral values in selection of employees decide the overall culture of the company and obviously the nourishment of good culture attract good employees and quality of final product increases. Thus a good ethnical business is an asset to society and yields more than the expectations.

Keywords: Ethical values, Green and clean technology, Natural resources, Recycling, Values in Human resource.

[1] James Manyika et al, McKinsey, a report on, manufacturing the future: the next era of global growth and innovation, November 2012
[2] ITC annual report 2013.,
[3] Official Web site of Tata steel.
[4] Official Web site of Siemens.

Abstract: The twentieth century has no doubt seen a great deal of changes, including a larger number of women entering the workplace, in varied professions and rising to positions of power. And yet, this is hardly a cause to celebrate, especially in the India context, if one were to examine the figures that expose this celebration of women power as prematurely celebratory and therefore misplaced. If at all, it can be considered as a step in the right direction, even if it is basically a very small step at that.

Books
[1] Sandberg, Sheryl. 2013. Lean In: Women, Work and The Will to Lead. United Kingdom: W H Allen.
[2] Shirodkar, Preeti. 2013. "Unclogging The MENtal Block: Ensuring Greater Gender Diversity At The Workplace‟ in Journal of Commerce and Management Thought, Vol. 4, Issue 2, 2013.
Internet Articles
[1] A brief history of the battle against sexual harassment at the workplace, www. infochangeindia.org, accessed on 5th January, 2013.
[2] A Guide to 'Ethics' and 'Code of Conduct' at Workplace, http://articles.economictimes.indiatimes.com, accessed on 20th January, 2014.
[3] Combating Ethical Cynicism and Voicing Values in the Workplace, http://iveybusinessjournal.com, accessed on 19th January, 2014.
[4] Defining Values, Morals, and Ethics, www.navran.com, accessed on 26th January, 2014.
[5] Did You Bring Your Ethics to Work Today?, http://humanresources.about.com, accessed on 19th January, 2014.
[6] Ethics in the Workplace, http://www.payscale.com, accessed on 24th January, 2014.

Abstract: :The opening of Indian markets to foreign investments will result into mount of new trends in the markets resulting into turning round of money, Indian youth is target market for the companies to market their products as the youth today is a part of decision making as well as the trend of earn while learn is emergent in India, the average age when the youth enters workforce as full time employee is 22-24 taking all this in to consideration its apparent that companies will have to get in this youth wallets so they need to customize, advertise & target them. The research paper will highlight the trends in youth & their spending habits, their likes & dislikes suggesting a way forward to target this potential market.
Key Words: Emerging Youth; Gen Y; Marketing Trends; Workforce 2012; Youth Economy.

Books
[1] Editor-Special Report Vasantha Angamuthu (2012)
[2] Hindustan Times- Youth survey 2012(A study conducted by MARS)
[3] Outlook Business (7th July 2012) – Youth Edition Internet
[1] http://www.indiantelevision.com/mam/headlines/y2k11/apr/aprmam126.php
[2] http://www.exchange4media.com/e4m/others/youthbuzz.asp
[3] http://www.digitalbuzzblog.com/2010-youth-trends-report/