Vol. 14(1) March 2021
A qualitative investigation on possible parallels
between female executives and Final Girls in horror movies
Busse Ronald and Wirsing Mario
Page No: 1-30
In 2019, the share of women in the CEOs of the top 200
German companies was 4.9%. Despite women's quotas, the improvement is moderate.
Horror films are more women-friendly. Thus, in the slasher a woman becomes a Final
Girl and manages to survive in a male domain. The aim is to combine management with
movies to increase the number of female managers. Supplementary, female leaders
are interviewed and their similarities with the FGs are identified. An evaluation
should transpire after the qualitative content analysis. Parallels exist such as
the analogous acquisition of male attributes.
Therefore, the FGs can be considered as role models and the attributes can be adapted.
Furthermore, work should become family-friendly and a social rethinking should occur.
Restrictions exist due to the number of only twelve interviewees. However, there
are possibilities for connection with other patterns from slashers such as the portrayal
of ethnic minorities.
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Dimensional Analysis of Attraction of Digital Marketing
among Brand Loyal Indian Customers
Gupta S.L.
Page No: 31-39
The Indian Customers have values of loyalty and belief
towards a brand with personal connection. There are numerous rational reasons and
emotional connection towards buying the product in their routine. The digital marketing
has given new marketing spree for the manufacturers and retailers to reach the customers
without much expense. The reach of the digital marketing is universal and it takes
no time to connect with the customers from each and every corner of the world. The
customers buy a product based on the utility yardstick and various factors that
influence them. The digital marketing has a telling effect on the minds of the customers
and it has been clear from the extravagant growth of e-commerce companies in the
country. Does the digital marketing has really changed the world of customer following
even with the customers who have brand loyalty?
The research methodology used is exploratory research design that gives the scope
for identifying the dimensions that attract the brand loyal customers. The study
has used non-random sampling technique of snowball sampling to select the sample.
The sample size of the study was fixed to be 264 based on the ‘Z’ sample size calculator.
The sample was selected from the 13 metropolitan cities as per the census of 2011.
The statistical tools used in the study are percentage analysis, Chi-square test,
factor analysis, and correlation analysis. The results of the study reveal that
the customers are largely attracted to the nuances of the digital marketing based
on the reach of digital marketing, responsiveness of websites, easy clearing of
transactions, ease of access and free from meticulous travelling for buying the
products. These dimensions tend to make even brand loyal customers to change over
to products that have attractive digital marketing which paves way for the transition
of customers and also global opportunities for well trained digital marketers.
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Nitrogen Fertilizer use in Indian Agriculture: A Policy
Analysis
Rath Jyoti Prakash, Subudhi Rabi Narayan, Jena Damodar and Pani Saswat Kumar
Page No: 40-47
With the introduction of fertilizers responsive HYV varieties
of crops intended to increase production to meet the food security of 1.3 billion
of its citizens, the trend of increased use of N fertilizers has become a reality
of the time. This has resulted in various other health and environment related issues,
besides huge financial burden of fertilizer subsidy on Government exchequer. The
inherent problem with nitrogen fertilizer lies with its low use efficiency leaving
the remaining nitrogen to be washed off and pollute the land, water and air which
has become a serious global concern in general and South Asian region in particular.
There have been attempts to enhance nitrogen use efficiency (NUE) and few European
countries have succeeded in doing so. Use of micro-nutrients such as B and Zn, alternating
cereals with pulses, balanced use of NPK are some of the experimented and proven
approaches to increase NUE and minimise the harmful effects of low NUE.
Policies in India w.r.t. fertilizer and agriculture are conducive in increasing
the use of nitrogen fertilizers in agriculture. It is evident that the problem emerged
with excessive use of urea as compared to other phosphorus and potassium based fertilizers
resulting in imbalanced use of NPK ratio which has other costs such as environmental,
health and huge subsidy burden on Government exchequer. This study reviews the policies
around nitrogen fertilizer use and triangulates with secondary data to derive the
conclusions on present practice of NPK use and gives constructive suggestions for
nitrogen fertilizer use in India.
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Rise of Artificial Intelligence in Healthcare Startups
in India
Vijai C. and Worakamol Wisetsri
Page No: 48-52
Artificial intelligence (AI) is recently emerging in
healthcare. AI helps to forecast diseases patients for medical procedure. AI application
in healthcare is immense which not only doctors it but also patients, drug industries,
health services, insurance agencies and medical institutions are using.
AI helps in dermatology, echocardiography, neurology screening retinal care, diagnosis
process, surgery, angiography etc. It provides user friendly accessibility for both
doctor and patients and prepares feedback to medical community for research. AI
helps in monitoring, screening, providing clinical and medical studies for patient.
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Adopting Digital Technologies in Vocational Education
at the time of crisis
More Pooja
Page No: 53-59
Adopting technology in education and vocational training
is the need of the hour due to COVID -19 pandamic. Due to closing down of educational
Institutes /Universities/Colleges, classroom teaching is no longer possible. This
has forced vocational education systems and institutions to undertake a rapid action
to review the technology infrastructure, pedagogy and organization needed to offer
technology-enabled and distance learning solutions. Because of technological developments,
education and vocational training have become more accessible to students online
instead of physically being present at institutes. Teachers and trainers in vocational
education who possess digital literacy skills and knowledge have the potential to
use and apply technology for planning and delivery of content and curricula and
in the assessment of learning objectives.
Vocational teachers must ensure that right technology is put to use to enhance students
learning experiences as per students learning needs. The continuous use of digital
technologies can help to enrich teaching practices and improve pedagogical techniques.
Learners can also use technology as tools to learn new skills and to collaborate
and interact with teachers and trainers.
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