Rupa Rathee

Deenbandhu Chhotu Ram University of Science and Technology, Murthal · Department of Management

Indian start-up space is dominated by young entrepreneurs but for starting an enterprise age does not matter. Senior entrepreneurship has come into the picture as people even after attaining a mature age seem to be willing to achieve new goals. After retirement, they might not want to be a burden to the economy but rather be active contributors. Th...

This new volume, Destination Marketing: Creating Memorable Tourism Experiences, provides a snapshot view of various aspects of destination marketing, the art of using marketing to create memorable experiences for travellers at specific destinations. The book begins with an introduction of destination marketing that discusses its origin, how it evol...

Purpose: In a materialistic world where organizations work for achieving higher productiv- ity and profits, it is also important to align personal values of employees so that they have a clear purpose resonant with the company goals. Spiritual intelligence helps the employ- ees to achieve higher commitment and performance by providing them satisfac...

The powerful influence of senses on buying decisions has led to the increased importance of the field of sensory marketing. Marketers try to integrate the use of senses with the brands to develop an emotional connection between the brand and customers. Therefore, the present study was carried out to understand the impact of multisensory cues on emo...

In an experiential economy, the focus of retailers is not just to provide quality products but also to provide a pleasant shopping experience. Therefore, retailers use several strategies to engage the customers. Important among these are the multisensory cues in the retail environment which appeal to the customers. Thus, the present study was condu...

Background: e-HRM deals with the integration of technology with human resource management systems. Earlier, the work which was time-consuming and cumbersome has become convenient for employees. Objective: The study was conducted to study the satisfaction level of employees with e-HRM practices. Methods: The data for the research was collected from...

Rupa Rathee, Renu Bhuntel. (2021). A Study on Employee Perception about the Use of E-HRM in IT, SCMS Journal of Indian Management, Vol. 18, Issue 1, pp. 37-47, ISSN 0973- 3167. ABSTRACT: In a digital economy, the use of online systems is pertinent for all organisations. The online systems have provided better connectivity and save a lot of time due...

In the digital world, various social media have gained immense importance. This has been mainly because the ease with which the users can share their views, opinions, ideas and interests with others through this media. The messages may be shared in the form of texts, images, videos etc. The emergence of these formats has changed the relationship be...

Rupa Rathee, Pallavi Rajain, Monika “The Use of Social Networking Sites As an E-recruitment Tool”, Dogo Rangsang Research Journal, Vol. 10, Issue 10, October 2020, pp. 40-54, ISSN 2347-7180 In the past decade when most of the tasks have been shifting to online mode, the case is no different for recruitment. However, the use of social media for e-r...

Rathee, Rupa, and Pallavi Rajain. "Influence of Music on Consumer Behaviour: An Experimental Study." Abhigyan 38.1 (2020): 30-40. Atmospherics of the purchase environment play an important role in influencing customers to make purchases. Music is an atmospheric variable that can be easily controlled and therefore has widespread use in the marketpl...

Rupa Rathee, Pallavi Rajain “Making Customers Happy Through Experiential Marketing”, ICTACT Journal of Management Studies, Vol. 6, Issue 3, August 2020, pp. 1285-1292, ISSN: 2395-1664 Abstract:Happiness is an emotional state usually defined by positive emotions and leading to joy. Nowadays, marketers are keenly focused on making customers happy. Bu...

Rupa Rathee, Vandana Sharma “Journey of Engagement: From Personal Engagement to Employee Engagement (A Conceptual Review)”, International Journal of Advanced Science and Technology, Vol.29, No. 3, 10622 - 10638. Abstract: Engagement has become the buzz word in organizations and majority of the companies are not only formulating strategies but effe...

It is difficult to define the term “workplace spirituality” precisely as it means different things to different people. The confusion arises due to the use of the word spirituality and religion synonymously. But workplace spirituality is not the same as religion. Spirituality at workplace is as simple as having a sense of connection between own sel...

Value Chain for any service is beneficial as it adds additional value to the process or system. In the case of education sector, the role of service value chain is quite similar. Service value chain is vital for education in present times when the competition is on the rise. The higher education institutions offering more value to the students woul...

Rupa Rathee, Pallavi Rajain “Fending Competition through Sensory Experiences- Easyday Way”, International Journal of Recent Research Aspects, Vol. 6, Issue 4, Dec 2019, pp. 16-22 (ISSN: 2349-7688) Easyday has become an easy to remember name among organised retailers, as one-stop shop catering to day-to-day needs of every family. With the fast-grow...

The ability of colours to attract attention has been used for a long time by marketers to gain customer’s attention. A product with attractive packaging is bound to lure customers and stand apart from other products kept on the shelf. It has been found in several studies that if there is a mismatch in representation of colour associations the colou...

Purpose Online shopping has become a commonplace thing nowadays as people can buy products from the comfort of their home. But such environments do not offer a complete sensory interaction as consumers are unable to touch products which is quite important for certain categories of products such as apparels. Therefore, in order to find whether every...

In the past advertising was restricted to magazines, newspapers, radio, television etc. but with the advent of digital media and internet, several new forms of advertising have become commonplace. One such form of advertising is “advergaming” which is advertising through games. This form of advertising is very engaging. Although it may seem that...

Pallavi Rajain, Rupa Rathee “Maggi Noodles: Ban and Revival", Anusandhan, Volume: 9, Issue: 17, Sep 2019, pp. 112-119, (ISSN: 2278-4187). Abstract: Maggi is a name which needs no introduction as it is a world-renowned brand. Maggi noodles were introduced into the Indian market by its parent company Nestle India in 1983. Maggi, ever since it had en...

Rupa Rathee, Renu, “E-banking Services in the Present Era” Research Analysis and Evaluation, Vol. VI, Issue-117, June 2019, pp. 16-17, (ISSN 0975-3486). Abstract: Technology has changed the ways of doing business in the present era. It has transformed many industries to a great extent, one such sector is banking. E-banking is also known as virtual...

Rupa Rathee, Pallavi Rajain “Workforce Health and Wellness” Pramana Research Journal, Volume 9, Issue 6, 2019, pp. 218-231, (ISSN: 2249-2976). Abstract: A workforce that is healthy is bound to be more productive. Many companies have started to work on this aspect and have consequently developed several wellness programs. Wellness programs motivate...

Researchers have acknowledged that highly engaged employees go the extra mile and innovate to move their organisations forward. This kind of thought generates the concept of workplace spirituality (WPS). Workplace spirituality identifies that by nature employees are spiritual and seek purpose and meaning in their work. This meaningful work is a sig...

Rupa Rathee, Pallavi Rajain “An Empirical Assessment of Workplace Spirituality and its Outcomes” Journal of Organization & Human Behaviour, Vol. 8, Issue 1, 2019, pp. 26-34, (ISSN: 2277-3274). Abstract: Workplace spirituality cannot simply be defined as a combination of two words “Workplace” and “Spirituality” as work and spirituality seem to be m...

Customers no longer seek a product just for its features or benefits, rather they look for unique experiences. This is provided by experiential marketing where experiences broadly are divided into five categories that include consumer, product & service, off-line & online, consumption and brand experiences. Most of the previous research in this are...

As the present consumer market is no longer bound to traditional forms of advertising, it has led to several advancements including marketing through online platforms like digital and social media. One such advertising format that appeals most to the youth is advergames. The younger generation spends lot of time on the internet, giving an opportuni...

Rupa Rathee, Pallavi Rajain, Anchal Kuchhal, “Ready-to-Eat Products: Perspective of Working Women”, International Journal of Management Technology and Engineering (IJMTE), Vol. 8 Issue XII, Dec 2018, pp. 5985-6000, (ISSN:2249-7455). Abstract: Women were earlier confined to their homes and had a definite role as a home maker but with the change in...

Rupa Rathee, Renu, “Factors affecting e-recruitment”, International Journal of Management Technology and Engineering (IJMTE), Vol. 8 Issue XI, Nov 2018, pp. 1543-1567, (ISSN: 2249-7455). Abstract: Nowadays, organizations are shifting from traditional recruitment to e-recruitment. The present study focuses on the perception of job seekers towards e...

The smell of food cooking in the kitchen can invoke numerous thoughts of good experiences while enjoying that food. This same effect is used by scent marketers to emotionally connect with customers in case of other products besides food. Hence, the current paper attempted to study previous literature relating to the use of scent marketing as well a...

Rupa Rathee, Pallavi Rajain, Deepak Goel “Customer Perception regarding Jugaad Technology”, SS International Journal of Economics and Management (SSIJEM), Vol. 8 Issue 3, May 2018, pp. 38-53, (ISSN:2231-4962) Anstract: “Jugaad” in Indian terminology refers to any quick fix solution to the problem at hand. Nowadays this term has developed into a wh...

“Emotional Intelligence of Employees in Banks: A Study of NCR” published in book titled “Competitive Strategies in Emerging Markets (ICSEM)” by McGraw Hill Education (India), 2018, pp. 102- 118, ISBN (13): 978-93-5316-519-2 Abstract: Nowadays in a competitive world, the non-cognitive skill of emotional intelligence in employees is instrumental in e...

Rupa Rathee, Pallavi Rajain “Impact of Advergames On Brand Memory and Brand Recall”, International Journal of Business, Management and Allied Sciences, Vol. 5 Issue 1, Jan-Mar 2018, pp. 300-306, (ISSN:2349-4638). Abstract: Advergaming is the delivery of advertising messages through electronic games. Among the various forms of advertising used nowa...

Rupa Rathee, Renu, “Factors affecting Work life Balance of Women in Education Sector”, International Journal of Social Science and Economic Research, Vol. 3, Issue 3, March 2018, pp. 830- 857, (ISSN:2455-8834). ABSTRACT: Today work-life balance has become an increasingly pervasive concern for employers as well as employees. A good balance in life a...

Rupa Rathee, Pallavi Rajain “Role of Communication Skills for Management Students”, Global Journal of Commerce and Management Perspective, Vol. 7 Issue 1, Jan-Feb 2018, pp. 41-46, (ISSN: 2319–7285). Abstract: Effective communication is vital for any business professional. Effective communication skills not only help to share ideas with others but...

Rupa Rathee, Renu, “A Shift towards E- training: Impact and Methods”, International Journal of Management and Social Sciences Research (IJMSSR), Vol. 7, No. 1, January 2018, pp 51- 56. (ISSN 2319-4421). ABSTRACT: In the competitive environment training plays a very important role for the development of employees like basic skills, communication ski...

Rupa Rathee, Pallavi Rajain “Activity Based Teaching in Higher Education Institutions” Productivity: A Quarterly Journal of The National Productivity Council, Vol. 58, Issue 3, Dec 2017, (ISSN: 0032-9924). Abstract: Activity-based teaching is based on the notion that students are active learners rather than passive recipients of information. There...

Rupa Rathee, Pallavi Rajain “Entrepreneurship Spirit and Attitude: A study of Engineering and Management Students”, International Journal of Research in Economics and Social Sciences, Vol. 7 Issue 8, August 2017, (ISSN: 2249-7382). Abstract: The continuous increase in uncertainties of the world economy, government and organizations staff strength r...

Rupa Rathee, Renu, “Benefits, Challenges and Impact of E-recruitment”, VSRD International Journal of Business and Management Research, Vol. VII, Issue VII, July 2017, pp 32- 38. (ISSN 2319-2194) Anstract: The human resources are the most important assets of an organization. The success or the failure of an organization is dependent upon the calibe...

Rupa Rathee, Renu, “Indian Rural Women Entrepreneurs: Challenges and Benefits”, Global Academic Research Journal, Vol. V, Issue IV, June 2017, pp 32- 38. (ISSN 2347-3592). Abstract: In India, about seventy per cent of the population lives in the villages. Gone are the days, when rural people were totally dependent on agriculture only. Now, they are...

Rupa Rathee, Pallavi Rajain, “Women Employees’ Perspective of Corporate Daycare in IT Industry”, International Journal of Management and Social Science Research, Vol. 6, Issue 6, June 2017, pp 1-7. (ISSN 2319-4421). Abstract: Workplace day care is an important benefit for many employees, allowing them to spend more time with their children during t...

Rupa Rathee, Pallavi Rajain, “Entrepreneurship in the Digital Era”, Asia Pacific Journal of Research in Business Management, Vol. 8, Issue 6, June 2017, pp 52-63. (ISSN 2229-4104). The most obvious impact of the Internet for entrepreneurs is the creation of a whole new segment of online startups. The largest of these startups, including Google and...

Rupa Rathee, Pallavi Rajain, “Sensory Marketing- Investigating the Use of Five Senses”, International Journal of Research in Finance and Marketing (IJRFM), Volume 6, Issue 5 (May, 2017), pp. 124- 133(ISSN 2231-5985). Abstract: For three decades’ marketers in a variety of industries have been building expertise in reaching consumers through the five...

The need to protect the environment was felt from a long time but came into effect only after introduction of terms like sustainability and eco-friendly. Green marketing the next step in this direction focused mainly on introduction of products and practices which do not harm the environment. Thus, many companies came forward with green marketing s...

Rupa Rathee, Pallavi Rajain, "Corporate Daycare: Motivation, Performance, Satisfaction and Retention of Employees", International Journal of Research in IT and Management (IJRIM), Volume 6, Issue 11, November 2016, pp 35-49. (ISSN 2231-4334). Abstract: Workplace day care is an important benefit for many employees but still daycare facilities for w...

Rupa Rathee, Vandana Sharma, “ A Study to Explore the Factors Predicting Employee Engagement”, Zenith International Journal of Business Economics & Management Research (ZIJBEMR), Vol.6, Issue 10, October 2016, pp. 47-59 (ISSN 2249- 8826). Abstract: In the recent years employee engagement has emerged as a concept of significance from the employee a...

Rupa Rathee, Pallavi Rajain, “WLB: Practices and Challenges of Women Working in IT Sector”, International Journal of Science Technology and Management (IJSTM), Volume 5, Issue 7, July 2016, pp. 66- 75 (ISSN 2394-1537). Anstract: Women today are engaged in various sectors of the industry with a large majority serving in the services sector particul...

Rupa Rathee, Pallavi Rajain, "Drivers of Green Marketing: Attitude and Perception of Consumers”. International Journal of Research in Finance and Marketing (IJRFM), Volume 6, Issue 5 (May, 2016), pp. 28-41 (ISSN 2231-5985). Abstract: The present study explores the awareness, motivation, attitude and perception of Indian people (particularly the Nat...

Rupa Rathee, Pallavi Rajain, Isha,"Confirmatory Factor Analysis of Service Quality Dimensions in Healthcare", International Journal of Science and Research (IJSR), https://www.ijsr.net/archive/v5i5/v5i5_01.php, Volume 5 Issue 5, May 2016, 1740 - 1744 Abstract: Service quality has been defined as the outcome of an evaluation process where the consu...

Rupa Rathee, Ms. Pallavi Rajain, “Student Attitude: A Reflection of Teacher’s Commitment”, International Journal of Research & Development in Technology and Management Science, Volume 22, Issue 4, 2016, pp 50-58, (ISBN 1- 63102-449-3). Abstract: The effective attitudes and actions employed by teachers ultimately can make a positive difference in th...

“Potential of Women Entrepreneurs in Present Era” published in edited book titled “Empowering Women to Lead Change”, by SAAD Publications, Delhi, 2016 pp. 31-39, ISBN: 978-93-80633-42-8 Abstract: Women since the early days have been confined to the boundaries of their homes. It was never thought that women could perform outside of the safe environm...

“Self Help Groups: Development of Women Entrepreneurship in Indian Scenario” published in edited book titled “Emerging Issues in Financial Sector in India” by Jyoti Prakashan (India), 2016, pp. 96-103, ISBN: 978-93-84249-02-1 Abstract: Participation of women in SHGs makes a significant impact on the empowerment in social aspect. Self-help group can...

Rupa Rathee, Pallavi Rajain, “Effectiveness of Activity Based Learning in Management Education”, International Journal of Advanced Technology in Engineering and Science (IJATES), Volume 4, Issue 3, March 2016, pp. 48-56 (ISSN 2348-7550). Activity based has proved to be a successful teaching model in the field of Medicine, Engineering and Science,...

Satpal, Rupa Rathee, Pallavi Rajain, “Drivers and Barriers of Women Entrepreneurship in the State of Haryana”, International Journal of Science Technology and Management (IJSTM), Volume 5, Issue 3, March 2016, pp.136-146 (ISSN 2394-1537). The present study was executed to study the drivers and barriers of women entrepreneurshipin some districts of...

Service quality is an important factor for the success or failure of any industry. In order to be effective service industry needs to strike the right chord with the customer and live up to their perception and expectations. In the present study service quality has been assessed for banking industry keeping in mind the rise in interest in the parti...

Rupa Rathee, Pallavi Rajain, Isha, “Health Care Service Quality: A Study of Private Hospitals”, Excel International Journal of Multidisciplinary Management Studies (EIJMMS), Volume 5, Issue 6, June 2015, pp. 106-118. (ISSN 2249- 8834). Abstract: Service quality has been defined as the outcome of an evaluation process where the consumer compares hi...

“Study of Motivational Factors of Women Entrepreneurs in Haryana” published in edited book titled “Strategies for Business Excellence in Global Era” by Victorious Publications (India), 2015, pp 398-404, ISBN:978-93-84224-28-8 Abstract: In today’s world, more women are breaking free from the traditional, gender-specific roles and venturing into the...

Rupa Rathee, Pallavi Rajain, “Assessment of Service Quality in Public Banks of NCR”, International Journal of Science and Research (IJSR), Volume 4, Issue 4, April 2015, pp. 2871-2878. (ISSN 2319- 7094). Abstract:Service quality of late has emerged as the major attractant to many banks as a competitive differentiator. This study deals with service...

“Impact of Swacch Bharat Abhiyan in Haryana” published in edited book titled “Managerial Perspectives, Issues and Challenges of Swachch Bharat Campaign” by Enriched publication, 2015, pp.198-208, ISBN: 978-194393277-1 Abstract: The focus on cleanliness is not a new concept. Ancient Indian tradition considered that cleanliness was next to Godliness....

p>The three letters Strike terror in banking sector and business circle today. NPA is short form of 'Non Performing Asset'. The problem of NPA has troubled the entire Indian Banking Sector. The major reason for the increasing graph of NPA is focusing on quantitative aspect of achieving targets and less attention towards qualitative aspect of lendin...

Rupa Rathee, Vandana Sharma, “Emotional Intelligence: Significant Factors in Indian Retailing Sector”, International Journal of Research & Development in Technology and Management Science, Volume 21, Issue 5, December 2014, (ISBN 1- 63102-449-3).

Satpal, Rupa Rathee, Pallavi Rajain, “Challenges Faced by Women Entrepreneurs in Present Technological Era”, International Journal of Current Engineering and Technology, Vol.2, No.2, June 2014 pp. 54- 57. Abstract: An entrepreneur is a person who has an enterprising quality with an eye on opportunities and an uncanny vision, a person who is willing...

Rupa Rathee, Pallavi Rajain, “Students’ Perception about Professional Commitment of Management Teachers”, Shikshan Anveshika, Volume III, Number 2, July 2013, pp. 39 -44 (ISSN 2231-1386). Abstract: The last decade has witnessed mushrooming up of the technical and the management institutions, which has led to the increased demand of the faculty memb...

Rupa Rathee, Pallavi Rajain, “Service Value Chain Models in Higher Education”, International Journal of Emerging Research in Management and Technology (IJERMT), Volume 2, Issue 7, July 2013, pp.1-6 (ISSN 2278- 9359). Abstract: The higher education has undergone significant changes in the recent past. The notion of ‘business approach of education’ a...

Rupa Rathee, Vandana Sharma, “Activity- Based Learning Methods in Management Education”, Shikshan Anveshika, Volume III, Number 1, January 2013, pp. 1-7(ISSN 2231-1386). Management institutions these days have a challenging task of developing the competency level of students. The dynamic business environment, increasing competition and changing te...

Aarti Deveshwar, Rupa Rathee, “Challenges for Supply Chain Management in Today’s Global Competitive Environment”, International Review of Business Research Papers, Volume 6, Number 2, July 2010 pp194-203. Abstract: Supply chain management- The means by which firms engaged in creating, distributing, and selling products, can join forces to establish...