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This research examines and analyzes the impact of employee branding and employer branding in multinationals that exceeded the national boundaries in globalization. The motive of the research is to identify the significance of employer and employee branding for the success of the multinationals. The emergence of a MNC culture in India is widespread, and it promotes an employee-oriented philosophy by making all the amenities available to the employees. Multinational organizations focus on employee and employer branding to achieve the desired goals. Employee branding is a new term in the service industry that emphasizes the internal marketing of the organization Infront towards the external image of a company. India has a significant presence of service sectors as in the top 10 around the world. Employment rate in the service sector in India is more that 32.33% as per the collected data by the World Bank in 2020, wherein the large number of employees contributing their services in the different fields becomes a matter of concern for a company’s policies. This research was conducted on a population sample size of 204 respondents working in multinational organizations of Gurugram, India, using convenience sampling through a structured questionnaire. Data analysis of the survey was coded in Ms-excel 2015 and SPSS-21. Primary and secondary data are used in this study. Primary data are collected through questionnaire method, and secondary data are collected through journals, books, websites etc. This study will help human resource managers to improve HR policies and organization culture and to increase employee branding to gain desired success in organizations.

This study gauges the profitability and performance of Indian commercial banks under the technology advancements. In this study, the authors identified three domains that give advantage to banks due to technology incorporation, that is, increased sales revenue, reduced operating expenses, and increased employee productivity. The authors assess the effect of these domains on banks’ profitability and performance. This study is conducted for the period between the years 2003 and 2018 across 34 public and private banks for empirical analysis. The authors examined the impact of investment in technology on the profitability using panel data analysis and evaluated the long-term effect of technology investment using the vector error correction model. This study found that there is a mixed effect of technology spend on the profitability and performance of Indian banks, where private sector banks are more aggressive in technology investment as compared to the public sector banks. This study recommends an optimal technology-related strategy to gain improved productivity for the banking business, that is, planned technology reserves, customer awareness campaigns about technology-enabled products, and robust employee–customer motivation policy.

Research on mentorship has been dominated by the West and little is known about the cultural variations of the mentoring phenomenon in Asian countries. A richer understanding of the cultural context that is more attuned to mentoring experience in Asia can help to improve workplace experience, in general, for those working in and for those who intend to work in the region. This chapter captures the important theoretical lenses in the mentoring literature, and also provides a clear demarcation between negative mentoring and dysfunctional mentoring. This is followed by contextualizing mentoring as per four of Hofstede's six cultural dimensions by dwelling on mentoring experience in countries such as China, India, Pakistan, Japan, South Korea and Taiwan. It is hoped that this chapter will pave the way for further research, which may be a precursor for theory development.

The chapter studies the role of Financial Technology (FinTech) in disrupting the existing traditional banking system. It identifies FinTech’s evolution in Asia across Deposits & lending, Capital Raising, Investment Management, Market provisioning, Payments, and Insurance. This technology revolution allows us to have a banking system based on values that serve customers better, reduce risk to the society and improve returns for the shareholders. Data on unbanked population, smartphone penetration, and Internet penetration has led to retail side innovations such as Mobile Wallets, P2P Payments, and Real-time Payments in the most of Asia (except China). A total of 49% of Global Investments in FinTech are in Asia and the Chinese dragon alone accounts for 46%. India is witnessing a strong amount of FinTech deals in 2017 and it is being driven by payment and lending solutions. ASEAN FinTech industry is dominated by m-wallets and online payments; this is followed by retail investment and financial comparison. The chapter dives into the challenges Asian banks are facing because of this disruption. Now more than ever, is the important role governments and central banks of each nation play to assess the path these start-ups are headed on and this will unfold the landscape of banking in Asia a few years down the lane.

The offshore boom in campus branches has produced enough evidence to make an initial assessment of how well academic freedoms are being observed in the illiberal locations – East Asia and the Gulf states – that are now hosting Anglophone universities. Reviewing the history of American Association of University Professors (AAUP) policy making on the topic, and the circumstances under which a “gold rush” developed, this chapter analyzes the crackdown on speech in China and focuses on the case study of New York University Abu Dhabi, where a vigorous debate about freedoms and labor standards was followed by a series of conflicts with state authorities, resulting in violations of AAUP principles. Though it may be too early to offer conclusive arguments, the record of the liberal arts in illiberal places so far suggests that Herbert Marcuse’s “repressive tolerance” may be cropping up in new versions.

This chapter considers the importation of brand images, a key concept in marketing studies, within anthropological approaches to culture and consumption. It does so through examining modes of cultural valuation toward “Made in China” products on the part of consumers. Following theoretical lines recently established by anthropologists in the study of culture, commodification, and consumption in global settings, and their emphasis upon culture as a label for goods, it also brings into the discussion issues in geopolitics and ethnicity, especially from the viewpoint of ethnographic evidence collected in France and Nepal. “Made in China” products are enmeshed in complex, intermingling, and conflicting imaginations of the Other, brand images, and are associated with the underlying social logic of consumption or avoidance of consumption, often paradoxical, but intelligible in both broad-ranging and local contexts.

Narendra Modi’s Bharatiya Janata Party made fighting corruption as a major election plank, and won the 2014 elections, and formed the National Democratic Alliance government – a majority party government in India in nearly 30 years. Modi was re-elected in May 2019 with a bigger majority. As his government celebrates the second term, it is time to assess the last five years’ accomplishments in fighting corruption. This chapter deals with the subject under four major headings. The first examines the efficacy of existing anti-corruption agencies. The second explains the office of Lokpal (Ombudsman). The third analyses the initial challenges and efforts of the Modi government. The fourth draws some conclusions.

Tourism acts as a stimulant in rural poverty reduction and inclusive socioeconomic development. Sustainable tourism can significantly contribute to the economic diversification and local economic development of rural areas with its ability to create jobs and encourage infrastructural development focusing on preserving the environment, culture and indigenous groups. The detrimental effects of tourism on the economy, society and culture have shifted attention to sustainable travel. As a result, terms like ‘tribal tourism’, ‘ecotourism’ and ‘sustainable tourism’ have become popular. Inclusive engagement is a crucial agenda item in future tourism development and a major concern of many international organisations, including the United Nations. This chapter focuses on exploring the tribal communities and their involvement in sustainable tourism initiatives with an overarching focus on the role of the indigenous community and their skill sets in creating sustainable livelihoods through tribal tourism. Apart from creating direct and indirect employment opportunities, tribal tourism will support the growth of locally produced goods and have significant multiplier effects as capability-building initiatives will give impetus to the community's socioeconomic development.

Additionally, the sector offers notable advancements in the development of the tribal region. Tribal tourism will help people comprehend the significance of the ecosystem, local biodiversity and emission control activities on a deeper level (Thanikkad & Saleem, 2021). This chapter explores the indigenous tribes of Kerala and their ethnic skill sets, capabilities and means of livelihood. Further, the discussion on how the tourism domain promotes inclusive engagement of these tribes and aids in mapping skill sets, livelihood and inclusive engagement through tourism initiatives is explored.