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Based on a study of 523 medical sales representatives, the present study investigates the relationships among employees' perception about organizational image, organizational support, and the way they perform their emotional labor during customer interaction. As predicted, the study found support for a positive relationship of both perceived organizational support and perceived external prestige with the way in which employees perform emotional labor. The study further found the importance of perceived external prestige of the organization in influencing the relationship between perceived organizational support and emotional labor. Implications of the study to practitioners and researchers were discussed.

The study explores the antecedent and consequences of sales employees' authenticity of emotional expression during customer interactions. Based on a survey of 468 medical sales representatives (MSRs) in India, the study found a significant effect of authenticity of emotional expression on employees' well-being and turnover intention. Organizational identification was found to be an antecedent of authenticity of emotional expression. The mediation effect of authenticity of emotional expression in explaining the relationship between organizational identification and well-being was supported. However, contrary to the hypothesis, the study found no mediation effect of authenticity of emotional expression on the relationship between organizational identification and turnover intention. The study addresses an important yet neglected issue: how authenticity might meaningfully contribute to the advancement of theory and practice in business.

Joanne Abbey

The “war for talent” is not limited to developed economies but has become a common feature in emerging economies such as India. From the sociocultural perspective, India represents one of the oldest cultural heritages with distinct cultural values. The cultural difference may contribute to explain organizational practices toward talent retention. In the present chapter, the authors focus on the institutional, legal, and cultural context and highlight their uniqueness with respect to the Indian context. Within the institutional context, the authors found that prior to liberalization (which happened in 1990s), the Indian business scene was dominated by public firms or a small enclave of private firms. For both types of organization, turnover hardly mattered, and turnover was indeed negligible. Employees saw firms as “employers for life”: in such a context, voluntary turnover was extremely rare. Further, in the early legal context, it was hard for any private firm to “fire” an employee. Therefore, involuntary turnover was close to nil as well. Things began to change post-liberalization when the Indian scene was dominated by an influx of private players. The Indian mind too accepted turnover to be a part of the corporate life. In the present chapter, the authors provide a snapshot of what, why, and how of employee turnover in the Indian context. The authors specifically focus on what motivates employees to remain with the organization or why do they leave the organization. The authors close the chapter with insights relevant to both academicians and practitioners.