Qualification: 
Ph.D, MBA, PGDRM, BA
r_prasad@cb.amrita.edu

A PGDRM graduate from IRMA, and a Fellow of IIM Calcutta, Dr. Rajiv Prasad joined Amrita in the year 2007. He has around twenty years of industry, teaching and research experience. He was invited to teach the core course on Business Ethics as a visiting faculty at IIM Kozhikode in 2007. He is also an Adjunct Faculty member of State University of New York at Buffalo and has been teaching the Organizational Behavior and Leadership course at the Executive MBA program conducted jointly by SUNY, Buffalo and Amrita School of Business at its Bangalore campus. He was invited to develop the Course Curriculum and the Text for the Business Ethics course by Vancouver, Canada based Commonwealth of Learning for their EMBA program in 2011. This program is offered to participants from over 10 member countries of the Commonwealth. He has conducted many MDPs for organizations such as ESIC (Employees State Insurance Corporation), PGDCIL and NDDB (National Dairy Development Board) in the areas of leadership, organizational culture and business ethics. His research interests are in the areas of spirituality at the workplace; leadership, organizational culture and corporate performance; sustainable business models; positive organizational behaviour; self actualization and its impact on leadership and organizational culture, etc. He is also deeply interested in the wisdom literature from across the world and has taught India Culture to undergraduate students at the Amrita Vishwa Vidyapeetham Ettimadai campus for the last 7 years.

Publications

Publication Type: Journal Article

Year of Publication Publication Type Title

2019

Journal Article

Dr. Rajiv Prasad and Banerji, S., “Sustainable Development 2050: Spirituality – The Missing Link”, Purushartha: A Journal of Management Ethics and Spirituality, 11(2)., vol. 11, no. 2, 2019.

2017

Journal Article

Dr. Rajiv Prasad and Parameswar, N., “Humanistic Leadership, Organizational Culture and Corporate Citizenship Behaviour”, Purushartha: A Journal of Management Ethics and Spirituality, vol. 9, no. 2, 2017.

2015

Journal Article

Dr. Rajiv Prasad, Sisodia, G. S., Soares, I., Ferreira, P., and Banerji, S., “Projected Business Risk of Regulatory Change on Wind Power Project: Case of Spain”, Energy Procedia, vol. 79, pp. 1054-1060, 2015.

2012

Journal Article

Dr. Rajiv Prasad and Bonin, Y. S., “A Key Factor to Achieve Sustainability Through the Empowerment of Compassionate / Altruistic Managers”, Purushartha: A Journal of Management Ethics and Spirituality, vol. 5, no. 1, 2012.

2012

Journal Article

S. Banerji and Dr. Rajiv Prasad, “Role of teachers and educational institutions in value based higher education”, Purusharta, vol. 5, pp. 97-109, 2012.[Abstract]


Greed is believed to be at the root of the current crisis. Modern education system's failure to impart ethical values is partly to blame. Spiritual principles of selfless service hold the promise of a solution. Teachers can play a crucial role. They have an opportunity to help shape the character of students. This paper examines the teaching - learning process from Indian spiritual perspectives, to try and find some potential solutions for the current moral crisis. We discuss teacher-student relationship in an institutional setting with the case study of Amrita Vishwa Vidyapeetham, a university founded and guided by the great spiritual and humanitarian leader Mata Amritanandamayi Devi. Amrita follows practices inspired by the exalted values of the rich Indian spiritual tradition like joint prayer by the teachers and students before starting the classes, teaching lofty human values through formal courses, inculcating values like service to the mother land, mankind and nature, with love, trust, tolerance and humility. We report on the methodologies adopted and the results achieved so far. We also cite other practices like "Stilling the Mind" taught by Prof. S K Chakraborty at IIM Calcutta and offer the authors' experience in following these practices. According to Mata Amritanandamayi, the Chancellor of Amrita University, the solution lies only in two words: "Love and Serve". In her message on the World Peace Day (September 21, 2004), she said, "Amma has a desire that everyone in the world should be able to sleep without fear, at least for one night. Everyone should be able to eat to his fill, at least for one day. There should be at least one day when hospitals see no one admitted due to violence. By doing selfless service for at least one day, everyone should help the poor and needy. It is Amma's prayer that at least this small dream be realized." We believe that such teachings from spiritual leaders have a lot to offer the modern world. Teachers can play a significant role by embracing these values. Finally, we look at global and national norms of teaching excellence, and relate them with the above thoughts.

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Publication Type: Conference Proceedings

Year of Publication Publication Type Title

2018

Conference Proceedings

A. G. Warrier and Dr. Rajiv Prasad, “Motivators, Hygiene Factors and Job Satisfaction of Employees in IT Sector in India”, 2018 International Conference on Advances in Computing, Communications and Informatics (ICACCI). 2018.[Abstract]


The IT (information technology) industry has been a prominent contributor to the Indian economy over the last two decades. As a result it has been able to absorb a significant part of the talent coming out of the country's educational institutions. But in recent times, many new avenues are opening up for the best talent. As a result the employee attrition rate is quite high in the IT sector these days. The objective of this paper is to examine the role that Herzberg's motivational and hygiene factors play in ensuring job satisfaction of the employees in this sector. Herzberg's theory of workplace motivation has been one of the most validated theories of motivation in the western world. But, it has been found to operate with some differences in different countries, especially Asia, because of cultural differences. For example, see Sithiphand, 1978; Hauff, 2014. Attempts have been made to understand the workplace motivation of employees in the Indian IT sector. But there have been hardly any effort to understand the way the factors pointed out by Herzberg affect job satisfaction of employees in the Indian IT industry. In this study we examined the role of these two sets of factors in the Indian IT industry. Data was collected from 153 IT industry employees. It was found that contrary to what is predicted by the theory, the hygiene factors play a stronger role in predicting job satisfaction of the Indian IT sector employees. The implications of this finding are discussed in the paper.

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2018

Conference Proceedings

Y. Iyanar and Dr. Rajiv Prasad, “Impact of CSR Activities on Shareholders' Wealth in Indian Companies”, 2018 International Conference on Advances in Computing, Communications and Informatics (ICACCI). 2018.[Abstract]


The main objective of the paper is to analyze the pattern of price to earnings ratios of the companies that are categorized in six different sectors - Fast Moving Consumer Goods, Banking, Software, Pharmaceuticals, Infrastructure and Power & Energy of India with respect to their spending on CSR (Corporate Social Responsibility) activities. The paper examined the relationship between the expenditures those companies included in their Corporate Social Responsibility activities and the change in Price to Earnings ratio (P/E ratio) between the year 2014-2016. The hypothesis was that a higher CSR spend would enhance the companies' goodwill which should reflect in the discounting that they enjoy in the stock market. This is one of the first studies to examine this relationship for the companies that are listed in Indian stock exchanges. It was found that CSR has a significant impact on the shareholder's wealth in Infrastructure and Power & Energy sector. Regression model is used to analyze the data.

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2018

Conference Proceedings

S. Rambhatla, Gupta, D., and Dr. Rajiv Prasad, “Measuring the Performance of Cross-Functional Multidisciplinary Teams Using an Epistemic Game: Impact of Team Cohesion and Personality”, 2018 IEEE Tenth International Conference on Technology for Education (T4E). 2018.[Abstract]


Job performance of multidisciplinary cross-functional teams are characterised by the ability of individual team members' disposition in completing the task within a given resource constraint. Prior research have established linkages between a team's personality and job performance where nature of task being a moderating factor. Majority of the studies conducted in this area have looked at job performance as a rating coded by an instructor(s) and only a few have looked at objective measures arising out of an experimental setup. In this study we have used a proprietary business simulation game designed by one of the authors and measured job performance and team cohesion using epistemic network analysis

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2017

Conference Proceedings

Dr. Rajiv Prasad, “Narcissism, Happiness and Self Actualization”, 2017 International Conference on Advances in Computing, Communications and Informatics (ICACCI) . pp. 2349-2358, 2017.

2017

Conference Proceedings

S. L. L. N. Shilpa and Dr. Rajiv Prasad, “Self Efficacy, Perceived Stress and Happiness among Students”, 2017 International Conference on Advances in Computing, Communications and Informatics (ICACCI). 2017.[Abstract]


Self-efficacy is a very important construct discovered and developed by the sociologist Albert Bandura. High levels of self-efficacy help a person to confidently perform and achieve his goals. The positive moderating influence of self-efficacy has been studied in many contexts. The self-efficacy levels of a person are influenced by various factors like performance accomplishment, vicarious experience, verbal persuasion and physiological states. In this study, we have explored the relationship between self-efficacy, perceived stress and happiness among the students of Amrita School of Engineering, Coimbatore, which is known for a very high level of academic rigour in the programme. This rigour causes stress among the students. We wanted to see if higher level of self-efficacy helps to reduce the perceived stress thus enhancing the happiness level among the students. The data was collected using a survey instrument with the scales to measure self-efficacy, perceived stress and happiness borrowed from the literature. The sample size was 152. The results showed moderate to strong support for the conceptualized hypotheses. A moderate but inverse relationship was found between self-efficacy and perceived stress, as well as perceived stress and happiness. The relationship between self-efficacy and happiness was found to be quite strong and significant.

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2017

Conference Proceedings

M. Manoj and Dr. Rajiv Prasad, “A Study to Understand the Impact of Emotional Intelligence on Employees' Team Orientation and Behaviour”, 2017 International Conference on Advances in Computing, Communications and Informatics (ICACCI). 2017.[Abstract]


Emotional Intelligence (EI) has gained a lot of prominence in recent decades in the area of management. Its impact has been studied in the areas of managerial effectiveness, leadership skills, coping with stress etc. But there are very few studies which look at the relationship of different aspects of EI with different components of interpersonal motivations and behaviours of employees working in different organizations in teams. It is very important to do so because often different dimensions of EI get clubbed under the single construct of emotional intelligence which does not help in getting a more nuanced understanding. The aim of this study is to bridge at least a little of this gap by making a small beginning. Self-Report Emotional Intelligence Test (SSEIT) developed by Schutte was used to measure different dimensions of EI and Fundamental Interpersonal Relation Orientation-Behavior (FIRO-B)survey was used to collect data pertaining to Interpersonal Orientation and Behaviour of 303 employees in 35 small and medium scale enterprises. A regression analysis was carried out between the six dimensions of EI and the wanted and expressed dimensions of the three components - Inclusion, Control and Affect - of FIRO-B using this data. The results partially support the hypothesized prediction that higher EI enhances positive interpersonal behaviour and motivation. But not all the aspects of EI are equally relevant or important for different aspects of interpersonal orientation. These results suggest the need for more studies in the future to understand these specific relationships in much greater depth for better clarity. This understanding will help different organization to use emotional intelligence as a tool to enhance cohesiveness among work teams. This is especially true since unlike IQ, Emotional Intelligence can be increased through training.

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2016

Conference Proceedings

Dr. Rajiv Prasad and Umesh, S., “Factors Affecting the Consumer Preference of Non-packaged Non-Branded Rice in South India”, 2016 International Conference on Advances in Computing, Communications and Informatics (ICACCI). 2016.[Abstract]


Indians eat many cereals as a part of their staple food. Rice is one among them. Rice is obtained in two forms in the market - namely loose unpacked form and packaged form in fixed quantities. Rice is amongst the most consumed commodities in South India. It has been observed that many South Indian families purchase rice in loose quantities. The purpose of this study was to find the reasons for the South Indian rice consumers choosing loose unpacked rice as compared to the branded packaged rice. A structured survey questionnaire was used to collect data from 171 respondents within South India to know about their pattern of rice purchase and consumption as well as the reasons behind their preferences for loose unpacked as well as packaged and branded rice. The important factors which were found to be important for preferring loose unpackaged rice were perceived safety, convenience to purchase in needed quantities, and easy availability. Quality of the rice was another important parameter while purchasing. Some interesting findings also emerged from the study such as the perception among some respondents about presence of chemicals in packaged rice, less availability in remote areas, own cultivation by many rural families etc. Some important suggestions are made to the packaged and branded rice players based on the findings of this study.

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2016

Conference Proceedings

L. Unnikrishnan and Dr. Rajiv Prasad, “The Impact of Globalization on the Perception of Beauty among South Indian Women”, 2016 International Conference on Advances in Computing, Communications and Informatics (ICACCI). 2016.[Abstract]


India is a country which has been influenced significantly by foreign cultural influences due to foreign rulers, interactions through trade, and other cultural exchanges. As a result of these influences, the concept of beauty in India has become intertwined with fairness of the skin colour. Recently, since the economic reforms which started in 1992, globalization has started to influence Indian socio-cultural life via increased influx of foreign ideas through various media, increased business and trade with other parts of the world without any barriers etc. Because of the upsurge in the Western influence on India, the various Media spaces are filled with the Western pop stars, actors, models etc. who don't belong to the Indian racial stock, and show unrealistic images of beauty which are influencing the Indian concept of beauty. The people who were born before the economic reforms are less likely to be influenced by this trend as compared to the youngsters born after, as they were exposed more to these global influences in their formative period. This study examined the various factors that influence the beauty perception of South Indian women born both before and after the economic reforms started in India. This study was conducted in South India as the people here are mostly of a dusky skin tone and medium body size and height. So they are more likely to be influenced if the cultural norm of beauty shifts towards greater fairness of skin tone as well as lean and tall body features. Also, no such studies have been done in the South Indian context on this topic. The data for the study was collected using an online questionnaire which was filled by 333 women from different parts of South India.

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Publication Type: Conference Paper

Year of Publication Publication Type Title

2015

Conference Paper

U. Rawat and Dr. Rajiv Prasad, “Is Viral Marketing an effective and reliable method of advertising and branding? A perspective of Gen- y of India”, in 2015 International Conference on Advances in Computing, Communications and Informatics, ICACCI 2015, 2015, pp. 1839-1842.[Abstract]


The world of marketing has been revolutionized in recent times. So many new methods of marketing are being experimented with. Marketing is imperative for any business and the world today focuses on gaining more attention from the customers, where people are rigorously trying to find out effective and cost saving techniques of reaching out to the customers. Viral Marketing is also one such technique which is gaining popularity these days. Viral Marketing if done effectively is a cheap and fast means of marketing. Primarily it works on the principle of 'Electronic Word of Mouth'. Viral marketing is still in its nascent stage and has a huge potential if researched extensively. There is a high uncertainty and unpredictability about a marketing campaign going viral. Hence, the purpose of this study is to explore if viral marketing can really help in effective advertising and branding, and what are the elements that are essential for making a content go exponentially popular on internet. The study is specifically focussed on the perception of Gen-Y i.e., people born between 1977 to 1994, as this population segment has the most active internet users. With the use of a structured questionnaire conducted with 128 respondents within India, we analysed their responses and perspectives on viral marketing in order to develop a deeper understanding about this topic. This study has generated many new insights in the area of viral marketing, especially about the most important elements that enable an ad campaign to go viral. This study might help the marketers to come up with better campaigns which would have more possibility to become successful in terms of their reach to the consumers. © 2015 IEEE. More »»