Business Ethics

Moral considerations play a critical in determining the success of the organization in the modern organizational culture. The ethical codes determine the relationships between customers and the company in the sense that any organization willing to follow the established moral codes will increase its market share (Duska, 2007).Advertising We will write a custom case study sample on Business Ethics specifically for you for only $16.05 $11/page Learn More In the case provided, Soybean Derivative Research Initiative has to observe moral codes in order to achieve its intended objectives. The organization stands to benefit in four major ways, as listed below if it observes ethics: The company will attract potential investors, as well as keeping shares high. In this regard, the management will have protected the organization from a possible takeover. Many excellent employees will be willing to join the organization since any person feels comfortable when assoc iated with strong moral conducts. This will perhaps bring down the costs associated with recruitment. The talented workers will be retained, which is an advantage to the organization. The productivity of the organization will be high, as labor turnover will be reduced tremendously. A company with a good business name attracts many customers implying that the sales of the firm will always be high hence increasing profitability. The Financial Executive Issues related to finances are always important to the survival of any organization, including Soy- DRI. In particular, the issue of trust must be taken into consideration since it might bring down the performance of the finance unit. Due to the fact that organizations are constantly in violation of the financial fair play, a number of global bodies have been set up to ensure that ethical codes are observed when handling the financial matters of any firm. When drafting financial policies, the top executive has to be sensitive to the de mands of clients regarding the environment and social issues. These issues must be resolved before moving on to make any financial policy. Based on this, the financial officer is advised to be an active owner by simply integrating the issues into the policies and practices of the organization. As a rule, any financial officer should disclose any unfair solicitation of funds since it would maintain the position of the organization in the ever-competitive market. For this to happen, the officer has to work hand in hand with other organizational units. Organizational investors are expected to carry out their fiduciary duties pertaining to environmental, social, and governance issues. In one of the studies conducted by the Asset Management Working Group of the UNEP Finance Initiative, it was established that stakeholders should stop concentrating on making profits and instead focus on following the law in order to preserve the environment and safeguard lives. The law on social governanc e is very clear since it states that all organizations have a role to play in safeguarding the lives of citizens. The finance manager should explore some of the ways that will enable the organization to introduce its customers to the correct brand other than using a different brand in serving babies. A different report published in 2009 by EIRIS suggested that many financial executives obey the ethical codes, even though the financial sector is yet to accept this reality.Advertising Looking for case study on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Since the organization is faced with a major ethical issue, the finance officer will have to come up with strong financial management codes to protect the reputation of the organization. For this to happen, he or she is expected to observe some principles, including the following: The officer should act honestly meaning that he or she has to be an individual with high i ntegrity. The official has to come up with financial policies to minimize the misuse of company products without necessarily creating any conflict of interest in personal or professional life. The executive has the moral responsibility of offering financial information to various units. The information ought to be realistic, precise, inclusive, objective, pertinent, well timed, and comprehensible. The financial executive should pass any form of information whether negative or positive. Moreover, all sections should be addressed independently to avoid any chance of breakdown in communication. Timely disclosure of information will perhaps help in presenting the accurate picture of the organization regarding the financial position of the organization. This will go a long way in ensuring that the business achieves its financial objectives. The organization is faced with both ethical and legal issues. Apart from resolving the moral issues, the financial expert should advise the company o n the best way to handle the situation to prevent any form of legal action (Arnold, Beauchamp, Bowie, 2013). The financial operation of the organization should abide by some of the established rules put in place by the state, the federal authorities, and the local governments. Some public and private statutory bodies are charged with the role of setting up rules and regulations to be followed by all organizations. Since the company’s product is being misused in the market, the financial officer should report this to the relevant section for action to be taken. The financial executive has to notify the auditors about the misuse of the company product for corrective measures to be taken. The position of the financial manager is very challenging, as it needs a lot of care, competence, and diligence when handling issues. Based on this, the finance officer should restrain himself from making personal judgments and instead follow the professional financial codes. Other units in th e organization might not have adequate skills as regards to legal issues associated with misuse of the company product. The role of the financial expert in this case is to share any information that will help avert the situation before it deteriorates. Marketing Officer The role of a marketer is always challenging since he or she is supposed to ensure that the company product is a household name in the competitive market. In this regard, many marketers are never concerned with the way the product is consumed, as their role is to popularize the company product. In the United States, the professional body for marketer established some of the well-established ethical codes that must be followed by all marketers. Soy-DRI faces various challenges related to marketing, which means that the officer in charge has a lot to do to ensure that the problem is resolved. The continued misuse of the product on babies might bring several problems to the organization, some being ethical issues while others might be legal in nature. Therefore, the marketing executive must ensure that the organization comes up with strategies that will facilitate accurate usage of the product that is already in the market. This will be managed through following the guidelines provided in the marketers’ professional code of conduct. The marketer should be sensitive to the needs of customers since he or she is charged with the responsibility of maintaining the company image in the market. The top marketing official should understand that values are often used in evaluating the performance of any organization in the market (Arnold, Beauchamp, Bowie, 2013). Based on this, any marketer should understand that, apart from serving the interests of the organization, they are also stewards of society as far as generating, facilitating, and implementing efficient and effective transactions in the economy is concerned. In other words, marketers are responsible to all stakeholders in the organization , including clients, fellow employees, investors, distributors, regulatory bodies, and the community in general. When the marketing official meets with other employees of the organization, he or she will have to remind them of the general norms of marketing, which include the following: All marketers have to understand that their skills should not be misused in causing harm to members of the public. They must do everything under their control to ensure that the organization achieves its financial objectives while at the same time safeguarding the interests of the customer. Therefore, the executive in charge of marketing must insist on following the applicable laws and regulations in handling the situation at hand. The second concept that all marketers have to understand is the major role of fostering trust in marketing structure, which implies that all products should be suitable for use. Marketers should not engage in promotional activities that mislead customers on the best produ cts in the market. All officials in the marketing unit ought to desist from actions aiming at deceiving customers or misleading clients. The senior official in the department should recommend the setting up of the department that will be in charge of addressing customer complaints and guiding clients on the usage of company products. A marketer has to act in good faith while at the same time showing some fairness (Arnold, Beauchamp, Bowie, 2013). Marketing is one of the functions that must embrace ethical values, which are achieved through communication. Efficient communication improves the confidence of the consumer and boosts the integrity of marketing exchange system. The third principle of marketing is the most important and the marketing official is advised to embrace this general norm. All marketers should be honest implying that they have to be truthful in all situations. The products promoted should be aiming at fulfilling the needs of customers other than affecting their lives. Even though the products are reported to be misused in the market, the marketing department should not criticize any of the products.Advertising We will write a custom case study sample on Business Ethics specifically for you for only $16.05 $11/page Learn More Since the merchandize is misused in the market, the people responsible for the fault are the marketers. Therefore, the top executive in the department should accept the responsibility of not sensitizing customers on the usage of the product. Consequently, the marketing executive should come up with ways that will enable the proper handling of the vulnerable segment of the market, which include children and the elderly. Director Research and Development The official in charge of research and development should be aware that the company’s success depends on the corporate image since a spoil image will definitely interfere with the performance of the organization in the market. Incorpo rating stakeholders into the strategic plan of the organization is one of the ways of ensuring ethical governance. Once all stakeholders are incorporated in drafting the organizational strategy, handling issues emerging from the market will be easy (Arnold, Beauchamp, Bowie, 2013). Based on this, the director in charge of research is advised to employ participatory planning as one of the ways of involving stakeholders in managing the affairs of the firm. The method suggests that the director of research and development identifies the major concerns and ethical issues emerging from members of the public and moving a notch higher to develop a broad consensus regarding the drafted initiatives. The method allows the utilization of vast information that stakeholders hold in establishing a practicable, proficient, and sustainable solution to the problem at hand. Vice President Sales and Marketing The executive charged with the responsibility of disposing off company products is often und er pressure to increase the profit margins of the firm, even though other stakeholders are often concerned with this move. In many cases, the sales person might not care whether the product meets the needs of the customer or not. In this case, a wrong product is often sold just to increase sales. Any sales person is advised to be aware of the three masters in case he or she is to executive services diligently. The three masters have various agendas and the sales person comes in as an arbitrator. The organization, which is the employer, has the aim of ensuring that sales increase with an aim of making profits. On the other hand, the customer is concerned with the value of the product (Arnold, Beauchamp, Bowie, 2013). The salesperson has a different objective that is mainly related to income. Irrespective of the agendas of various masters, the salesperson has to ensure that all parties are contented with the sale. The manager in charge of sales should be concerned with the performanc e of the new product, as well as the misuse of the other two products. As he or she seeks to correct the situation, the profit margins and the targets set by the organization should be considered.Advertising Looking for case study on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Conclusion In any business establishment, employees play a critical role in ensuring that the organization achieves its ambitions. Irrespective of the size of the organization, an employee is an important asset. The chief executive officer should be aware of the impacts of employee behavior on the performance of the organization (Cory, 2004). Some employees might spend the whole day checking personal mails instead of concentrating on the important matters that affect the performance of the organization. Employees should be taken through an extensive training schedule to ensure that they are well groomed to accomplish organizational goals. Some ethical issues related to employee relations attract legal actions, especially issues related to discrimination based on gender and race. Therefore, any top executive is advised to seek the help of a professional in drafting rules and regulations that would govern the behavior of an employee. When recruiting employees, the company should consi der following all established laws to avoid any legal suits that might come about because of discrimination based on gender and race. The company ought to follow the law when signing contracts with its employees. This is important to prevent the loss of resources in legal tussles. The head of any company has to ensure that selection process adheres to the established standards since t boosts the image of the company in the market. In other words, following labor laws strengthens the corporate governance of the firm. The company has to follow the environmental laws has established by the national and international bodies. Employees should be trained to conserve the environment. References Arnold, D. G., Beauchamp, T. L., Bowie, N. E. (2013). Ethical theory and business. Boston: Pearson Education. Cory, J. (2004). Activist Business Ethics. Boston: Springer Duska, R. (2007). Contemporary Reflections on Business Ethics. Boston: Springer. This case study on Business Ethics was written and submitted by user Maliah Workman to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here. Business ethics How can business ethics and Corporate Social Responsibility (CSR) complement an organization’s aims and objectives? Every organization has a code of conduct that governs the behavior of its employees on how they relate with each other and their customers. Business ethics can therefore be described as the application ethical values on business behavior and operations.Advertising We will write a custom essay sample on Business ethics specifically for you for only $16.05 $11/page Learn More Winstanly and Woodall (2000) say that business ethics involve every aspect of the business including accounting practices, treatment of employees and clients, as well as its operations (p. 78). It is important to note that business ethics apply on both individual employees as well as companies as a whole. Corporate social responsibility on the other hand is the approach that companies take to address the impact of its core operations on the social and corporate en vironment. Winstanly and Woodall (2000) further say that CSR also entails the contribution that a company makes towards the wellbeing of the communities it serves both locally and internationally (p. 81). Some scholars would describe CSR as giving back to the community part of the profits businesses have made from the same community. Reilly and Williams (2006) assert that for an organization to demonstrate responsibility towards the communities that it serves, it needs to observe ethics such as honesty, openness, integrity, trust and care for the environment (p.91). The above marks the connection between CSR and corporate ethics. The main aim of a corporate is to make profits. However, there are other aims and objectives that if not achieved will frustrate any company’s core business operations (Reilly and Williams 2006, p. 95). Harmony with its customers and surrounding community and good relationship with customers are some of them. Business ethics and CSR help a corporate to achieve the above mentioned policies effectively contributing to the main aim of making profits. Business ethics in other words help a corporate to achieve or work toward fulfilling their missions, achieving their visions, and adhering to their core values.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More What is the business case for an ethical approach to HR management? According to Winstanly and Woodall (2000), ethical management of employees in business has not been given much emphasis throughout much of corporate history (p.1). The subject of ethics has been emphasized in the business relations with clients and the environment ignoring the critical element of ethical management of employees. Winstanly and Woodall (2000) further add that there has been little debate about serious incorporation and enforcement of managerial ethical approaches in HR policy and practice (p. 1). The HRM f ield has also deliberately overlooked the issue of incorporation of ethics into HR practice. There is increased curiosity among professionals of other disciplines about the apparent lack of analysis on ethical running of HR. the most drastic ones even seem to think that HR itself in totality is not ‘ethical’. Since the late 1990s, scholars have increasingly become vocal in their calls for the ethical rearmament of HR to ensure they display some ethical sensitivity and awareness. HRM is primarily charged with the responsibility of organizational well being. However, with the new model where HR is increasingly adopting to the issues concerning ethics, it is playing a new role in promoting individual as well as societal well being. On the same note, HRM does not have much of a choice other than to play a bigger role in the observation of ethics to ensure the strategic fit and best practice of businesses are achieved. If the organizations are going to ensure ethical practic es in its relation with clients and the environment, then the HR has to reform first and take the lead role. References Reilly, A. Williams, T. (2006) Strategic Human Resource: building the capability to  deliver. Burlington: Gower Publishing Ltd.Advertising We will write a custom essay sample on Business ethics specifically for you for only $16.05 $11/page Learn More Winstanly, D. Woodall, J. (2000) Ethical issues in contemporary human resource management. London: Macmillan press. This essay on Business ethics was written and submitted by user JoantheMouse to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here. Business Ethics Ardent scholars of religious history will realize that St. Augustine’s assertions concerning Christianity and business are contradictory to the message advanced by this book. For those who have not heard about the fifth century cleric, the author mentions him on several occasions, albeit with contempt.Advertising We will write a custom essay sample on Business Ethics specifically for you for only $16.05 $11/page Learn More This is because of his ideologies and the sentiments he espoused, terming business a sin and arguing that Christians should neither own nor run these ventures. As a result, he interrogates the credibility of this allegation and sets out to establish if a business venture can be operated successfully within parameters set be the Christian religion. The writer acknowledges that business operators are faced with unending challenges, most of which are controversial and may be contradictory to the core beliefs of Christianity. He cit es the example of a business venture run by Christians that prioritized service instead of profits. Fiscal uncertainties forced a merger with a similar minded firm, which in turn merged with another bigger establishment. The result was a clear contrast from the initial objectives of the business as operational principles were utterly overhauled (Chewning, Eby and Roels, 2010). The writer attempts to address the issue of Christianity among business operators in capitalist societies. He cites the profit driven nature of this set up and the way it contradicts fundamental Christian beliefs of charity and sharing with the less fortunate. He argues that the nature of business is determined by the political and economic environment. It is disappointing that he fails to advance this argument further and opts to draw conclusions from the bible that he feels address the issue conclusively. He concludes that people should discern the parameters of the socioeconomic system carefully and make de cisions that will extol the Christian beliefs they profess (Chewney et al., 2010). He further argues that accomplishments are not determined by the titles held by persons denoting the capacities in which they serve. He advocates for a different method of measuring success by establishing personal goals, as opposed to indiscriminate competition with rivals. He concludes that prosperity and profitability in business should not be equated to God’s approval and favor, rather it should be perceived as due reward for diligence and discipline in the course of running the business.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More He supports this by citing that Christians should set realistic goals for themselves, which are easily attainable and will not tempt people to engage in sinful practices. He closes this argument by citing cases in the bible where Israelites underwent tribulations but still had God’s favor and protection with them, urging Christians to be patient at all times (Chewney et al., 2010). A new concept is also introduced when he talks about having covenant agreements with employees as opposed to contractual agreements. This implies that employers should focus on what is fair and right when transacting with employees as well as clients. By doing this, all the necessary privileges will be accorded in right proportions to persons who deserve them, ensuring fairness. Kindness should accompany justice at all times. All situations should be resolved with kindness, irrespective of the factors that initiated the occurrence. Disputes should be settled in the same matter in order to uphold decorum, hence efficiency at the workplace (Chewney et al., 2010). Employers should exhibit humility when dealing with their juniors. This includes many acts, like giving positive rewards for negative outcomes. Drawing reference from the bible, the author supports this argument laying emphasis on civility when handling negative behavior in the workplace. The management should be legitimately concerned about employee affairs and communicate their requirements clearly. He chides those with a tendency of participating in simplistic arguments, warning that correction should be administered fairly without bias. By following these guidelines, the Christian entrepreneur identifies with God and His preferred way of doing things. This makes them competent stewards with the desired administration capacity, hence giving them an authentic identity and behavior fully representative of true Christian entrepreneurs (Chewney et al., 2010). Reference Chewning, R. C, Eby J. W. Roels, S. J. (1992). Business Through the Eyes of Faith. Apollos.Advertising We will write a custom essay sample on Business Ethics specifically for you for only $16.05 $11/page Learn More This essay on Business Ethics was written and submitted by user Bryan Eaton to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here. Business Ethics The presented case study explores the issue of business ethics in details. The premise of business ethics is that every firm or corporation is able to behave in a moral manner. Social responsibility is also a critical aspect of business ethics. Every company should always support the expectations of its stakeholders and clients. Business ethics focuses on the best practices towards better organisational practices.Advertising We will write a custom case study sample on Business Ethics – Corporate Social Responsibility specifically for you for only $16.05 $11/page Learn More Business ethics also protects the rights of every citizen. Moral principles and regulations facilitate or support the field of business ethics. These regulations ensure businesses deal with the ethical issues affecting their stakeholders. Business ethics is a wide field because it explores the conduct and behaviour of individuals, business organisations, and corporations. The fi eld is also hard to define. Business ethics proposes the best practices and policies in order to make corporations responsible. The field also addresses controversial issues affecting business organisations. Firms can use the concept of business ethics to deal with discrimination, bribery, corporate social responsibility, and corporate governance. Business ethics is widely contested because some critical thinkers and analysts dispute its premise. A good example includes libertarian socialists. These socialists argue that business ethics is something unattainable. This is the case because many firms cannot support the needs of their stakeholders. The case study offers the best discussion on business ethics. This philosophical concept explains why companies should embrace the best practices and management theories. The discussion presents the best ideas towards dealing with every business malpractice. The philosophy offers some of the best approaches towards better business practices. Governments should identify the best laws in order to make corporations accountable and responsible. According to libertarian socialists, business ethics is an oxymoron. This concept explains why business ethics might not be possible in different companies or societies. The most serious issue is the question of social responsibility. This issue is critical because it captures the performances and practices of every organisation. Corporate Social Responsibility (CSR) identifies the practices of corporations in every country. CSR encourages companies to follow every regulation or law. Corporate Social Responsibility ensures every business provides the best care and support to its stakeholders. These stakeholders include customers, employees, business partners, communities, and clients.Advertising Looking for case study on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More CSR explains why companies should follow every ethical or moral principle. Corporate Social Responsibility remains a major challenge in many societies. According to libertarian socialists, business ethics might not be possible because many companies want to remain profitable. A company that fails to obey such moral laws is unethical. Corporate Social Responsibility explains why U.S. companies should not pay bribes in any society. The practice will make the firms ethical. Some companies engage in unethical and unfriendly practices in order to increase their profits. Such companies will not consider the rights and expectations of their customers or stakeholders. The best solution is ensuring every business or company is morally responsible. Corporate Social Responsibility is a critical branch of business ethics. CSR is relevant because it helps businesses achieve their objectives. The government should formulate stringent laws in order to ensure every corporation is moral. A socially responsible company will achieve its goals easily. The operations of the firm will also be lawful. Corporate Social Responsibility remains a critical question in many societies. This explains why the best moral principles and ethical considerations will address this question. This case study on Business Ethics – Corporate Social Responsibility was written and submitted by user Kamden Sullivan to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here. Business Ethics Robert Nardelli used an authoritative leadership style throughout his tenure at Home Depot. His style of leadership was also described by others as an imperial one. In spite of his authoritative nature, Home Depot regained its stable financial position after a period of five yearsAdvertising We will write a custom research paper sample on Business Ethics – Home Depot specifically for you for only $16.05 $11/page Learn More . This implied that his leadership style was excellent even if he was not a favorite personality to everybody. For instance, a significant growth in sales was realized within a relatively short period. The sales rose to 81 million dollars from 6 million dollars within a span of five years. Nonetheless, employees were alienated by his leadership style. Most of the managers also complained that he was focusing too much on the profitability of the company at the expense of the moral wellbeing of employees of the organization. Custo mers were also alienated by is style of leadership (Grow et al., 2007). He also preferred curt communication while interacting with employees. For example, it can be recalled that a major shareholders’ meeting held in 2006 was punctuated with dilemma when Nardelli commanded that the meeting would be held for about thirty minutes. Shareholders in the meeting were also supposed to be restricted to only a single question. In addition, a speaker’s microphone would be switched off exactly after one minute elapses. This implied that they were allowed to speak for one minute only during the meeting. To a large extent, consensus building was never a concern for Robert Nardelli. Worse still, he lacked the ability to communicate effectively when disseminating important information. He facilitated the institution of part time employees who took the position of full time workers. This move resulted into a lower employee overhead and an improved gross margin. The Home Depot brand w as also changed dramatically by Nardelli. One of the reasons for taking this action was that employees lacked adequate motivation in the course of delivering their duties. He also argued that customers found it difficult to located items even though the process was supposed to be swift (Charan, 2006).Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More According to the leadership trait theory, the success of leaders at workplace is largely dependent on certain inborn traits that may hardly be acquired through formal training. The theory affirms that true leaders are born. In the case of Robert Nardelli, it can be seen that his commanding nature was inborn and an internal trait. The behavioral theory argues on the opposite line of thought. It states that leaders are not born, rather they are made. The theory continues to affirm that learnable behavior that can be vividly defined is usua lly part and parcel of successful leadership. It is possible that Nardelli applied some of the acquired leadership styles while at the helm of Home Depot. For example, the significant rise in the profitability of the firm was directly occasioned by sufficient training on financial management. Inherent capabilities or inborn traits are not sought by behavioral theory. The actual performance or actions of leaders is the main focus when it comes to behavioral theory. Needless to say, people should be in a position to act in a similar manner if success can be described in terms of individual actions. Perhaps, this appears to be the main weakness of this theory. Nonetheless, situational and contingency leadership theories profess that successful leadership does not depend on any given leadership style. In other words, any leadership format can be used to run an organization (Baack, 2012). Hence, Nardelli’s style of leadership was appropriate according to these theories. It is poss ible for a given leadership style to be appropriate in one scenario but inapplicable in another. From the above discussions, it can be concurred that Nardelli’s leadership or management style was unethical to some extent. In spite of the fact that Home Depot needed to regain its profitability, he should have employed a more democratic style especially in situations that demanded consensus. The worst case scenario was witnessed when he authorized microphones to be switched off exactly after one minute. Second, Nardelli failed to create a harmonious working relationship with the rest of the employees. It is not possible to be ethical as a leader while at the same time fail to develop a unified team. Effective leaders are supposed to seek the input of the subordinates before major decisions are made. It is interesting to learn that the performance of an organization may not necessarily be proportional to the management style in place.Advertising We will write a custom resea rch paper sample on Business Ethics – Home Depot specifically for you for only $16.05 $11/page Learn More To make this point clearer, Home Depot grew substantially irrespective of the dissatisfied employees and shareholders who thought that Robert Nardelli was mismanaging the organization (Merrifield, 2003). On a final note, Nardelli’s leadership style was also unethical because he dramatically directed his effort to minimally reward employees. In any case, part time workers have fewer privileges than full time employees. An organization that does not want to hire permanent workers is highly likely to be exalting unethical practices. For instance, part time employees may not enjoy the benefits of joining trade unions or being pensionable. References Baack, D. (2012). Organizational behavior. San Diego, CA: Bridgepoint Education, Inc. Charan, R. (2006). Home Depot’s blueprint for culture change. Harvard Business Review, 84(4), 60-70. Grow , B., Foust, D., Thornton, E., Farzad, R., McGregor, J., Zegal, S. (2007). Out at home depot. Retrieved from https://www.bloomberg.com/news/articles/2007-01-14/out-at-home-depot Merrifield, B. (2003). What distributors can learn from home depot’s woes. ISHN, 37(5). This research paper on Business Ethics – Home Depot was written and submitted by user Math1as to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here. Business Ethics

The Fall of the House of Usher essays

The Fall of the House of Usher essays One of the central themes underlying the short story, The Fall of the House of Usher, is that of the nature of the house. The way it is described and the way it is so mysterious. Another central theme about this story is the nature of the people that live in the house. They are portrayed very much in the same manner throughout the story. Thus, they have several similarities with each other. All of which are of a bad feeling, showing how bad things are for the people and the house. These similarities are very well laid out in the story and are, I believe, meant to be something to be considered when reading it. At the beginning of the story there is a very negative feeling being attached to the appearance of the house. He uses a couple of things to try and make you feel negatively about this place. He used words and phrases such as: insufferable gloom, vacant, black and lurid, and the rank sedges were mentioned too. These are obviously there to give a sort of a bad connotation, or bad karma, to the house. He speaks of how the house has a wild inconsistency and how each individual stone is starting to decay and fall apart. Suggesting that the house has many problems, all problems that could possibly lead to the destruction of a house. Some accounts even take it as having a kind of gothic feeling to it. Which, after reading the descriptions about it, is very understandable. Another word thrown around when speaking about the house is ghostly. Other phrases such as, through many dark and intricate passages and ebon blackness also help to set the mood correctly. They all set up the fact that some sort of fearful event is going to take place soon. All these things put together and a few others help to connect the house to Roderick and Lady Madeline. When the narrator first sees Roderick after a long period of tim ...

Language and Communication Essay Example | Topics and Well Written Essays - 1250 words

Language and Communication - Essay Example The same is true for India? McDonalds required some localization, taking into account various cultural components, to be successful. What adaptation and localization were inevitable for a successful launch of McDonalds in India? Various cultural components help in developing and determining the cultural identity of the person and the nation at large. The cultural identity of a person is basically one’s own perception of self which in turn is depicted in knowledge, attitudes, beliefs, values, traditions and ways of life. Thesis Statement Although various cultural factors had their role to play in the adaptation policy of McDonalds, only three major and relevant components of cultural identity i.e. Class, Geography and Philosophy, will be discussed here. How McDonalds has successfully managed the localization strategy yet retaining its brand image and global value chain. Class is a vital factor of cultural components and is determined by economic, social and educational class (J ameson, 2007). India has a huge population almost four times greater than United States (US), and hence the middle class population is the astounding figure of around 300 million. India is the fourth largest economy of the world with the eating out sector, growing at the rate of 6 percent, and urban fast food sector growing at the rate of 20 percent (Rangnekar, 2000). ... McDonalds was not a substitute to the local Indian food and it was not advertised as such. To cater to the concept of family meals, McDonalds introduced home delivery service or McDelivery and various family deals. In addition to this India’s working class is growing, in order to cater to the needs of the busy young executives, McDonalds opened kiosks at store entrances for customers in a hurry. Another aspect is the high literacy rate in the target market of McDonalds. For them, McDonalds not only introduced a range of low fat products and premium salads but also launched educational campaign about the active and healthy life style. Such efforts included a variety of wholesome and premium menus to increase repeat customers. So what McDonalds did in an attempt to adapt to this cultural component of class is to produce a bundle of product and service variations along with the marketing strategy to sell its products. Geography is another important cultural component which define s the attitudes, behavior and values of a large group of people and determine their cultural activities. Cultural activities cannot be restricted to the dance, music, sports and politics only; it also has a very strong impact on the eating habits and lifestyle of the people (Anderson, 2010). Geographic distinctions such as urban and rural population, density, small and big town actually transcend all boundaries and define the attitude and behavior of the people. So the values about privacy, property, time and space and other factors will be more or less the same for a particular cultural group (Jameson, 2007). The target market for McDonalds was the big cities mostly inhabited by upper and middle class educated people.

Social security and Medicare reform Policy recommendations Essay

Social security and Medicare reform Policy recommendations - Essay Example In 2002, there were around 40.5 million citizens of United States who were enrolled in the program. In 2006, the government paid more than $80,000 for the program. The following is the data on the progress of the program. The data above shows how the US Government spends money on various specials groups in the population. The old age Insurance covers the retired workers, Spouses and children. The Survivors Insurance covers the widows, widowers and parents. It also covers the widowed mothers and fathers. The children are also included in the insurance cover. Lastly, the Disability Insurance covers the Disabled workers, Spouses and Children. This report refers to the month of February 2012. As compared to the earlier years, the government has improved both in Medicare and Social Security provision. In 2005, the USA residents had lost hope in the social Security Reform. In the same year, the residents were not concerned at all by the Medicare Reform. What mattered to them most was on the progress of the war against Iraq. The economic goals will be achieved through improving the care given to the elderly, developing and promoting a holistic approach which is person centered to the person who is given the care, through recognition and focusing on the empowerment of the beneficiary, and enhancing equality control throughout the systems of social security and Medicare. The policy recommendations stated that there was going to be no changes to social security since it does not contribute to deficit reduction. The president also believed that social security is not a driver of medium term deficits. The president reported that the Social Security program does not contribute at all to the deficit. There was a recommendation that the Social Security cuts to be put off. The other policy recommendation was to increase the eligibility age of those who were receiving the Medicare from age 65 to 67. The

Reader Response essay on the book The Jungle by Upton Sinclair

Reader Response on the book The Jungle by Upton Sinclair - Essay Example For example, he lost his job after an injury he got from a work accident. Ona, Rudkus wife, also explains that she was raped by her boss. The major opinion of Upton Sinclair in his book The Jungle is that workers, especially immigrants, were exploited at the workplace by their employers. The author uses Jurgis in his book to explain experiences where capitalism operates without checks or balances. To get the extra profit; workers are killed due to workplace accidents, meat inspectors are bribed, wastes are deposited into public water system, and workers get sick due to workplace infection. My opinion is that all workers should be protected from exploitation of any form at the workplace. The government should put in place proper legislations to ensure this; for example, the Occupational Safety and Health Act of 1970. One of the values of the author is that he believes in socialism which creates fairness and equity. He stresses that socialism is the only idea that can right all the wrongs of capitalism. Socialism is just because it ensures each and every person benefits. The main character Jurgis believes that a social political system is capable of achieving dignity, respect and humanity of the previously exploited immigrants and working class. The profits that capitalists make should be used to; improve the working conditions, compensate workers adequately and assist in community development projects. The author’s values conflict with mine because I prefer capitalism. People should strive to create wealth by starting enterprises which earns profits; however part of the profit should be allocated to improving working conditions of workers, and also improving the welfare of the surrounding community and workers. Distribution of profits ensures fairness to both workers and employer. The Jungle reminds me of other texts which support social justice, equity and fairness. For example, the Dragon’s Teeth authored by Upton Sinclair

Strategies and Concepts in Research Design

Strategies and Concepts in Research Design Chapter 3 METHODOLOGY RESEARCH DESIGN According to Saunders et al (2005), design of a research can be exploratory, explanatory or descriptive in nature. The shade of the research decided by its aims and objectives lays down the design or blueprint of the research. As far as an exploratory research is concerned, it tries to assimilate fresh views with the theme or subject thereby evaluating a scenario from the perspective of innovation. As observed by Saunders et al (2005), an exploratory research recognizes and evaluates an exploratory issue that is in line with the research process extracted from the perusal of the literature or academic writings and compilation of primary data. The benefit of carrying out an exploratory research is that it can be amended as per the needs. The researcher enjoys the freedom to steer the research in any direction at any phase of it. At the same time, an explanatory research tries to display the factual state of an event or process. As noted by Saunders et al. (2005), this sort of research can be specified at later segment of investigative study, where a lucid picture of the occurrence or state of affairs is required prior to moving forward in the exploration. So far as explanatory research is concerned, according to Saunders et al (2005), it makes efforts to evaluate linkage in between parameters. A research of this type includes a precise course taking into view the experiments undertaken by means of numerical techniques. Deciding about the design of a research broadly depends on the nature of the research which is determined by the aims and objectives of the research. For this research, the aim was to study the customer relationship management of State Bank of India and its competitive advantage. The research was to achieve following objectives: to review extent conceptual models and theoretical framework related to relationship marketing; to identify how relationship marketing could be used as a strategic tool for competitive advantage; and to recommend strategic frameworks for relationship marketing. This research mainly required exploration regarding the relationship between customer relationship management and competitive advantage in relation to State Bank of India. Therefore, the design of this research was defined as exploratory. RESEARCH PHILOSOPHY The philosophy of a research can be positivism or interpretivism ( Zikmund, , 2000). Positivism philosophy is based on the belief that the truth of life free from a particular observer, and that authenticity is separated from a man who studies it. On the other hand interpretivism is based on the belief that truth is invented or tolerated under the supervision of observers and realism, not comparative disconnected from those who study it. With these key beliefs, positivism, depends on the experiments and rationale for determining (Esterby-Smith, 2002). Interpretivism depends on personal interviews and observations to illustrate professed truth. In positivism, the theory attempts to divine principles and laws that explain, clarify, predict and control outcomes. Positivism research is based on the point of view, which confirms the lone true facts are the scientific information that can be easily obtained by adhering strictly to the scientific method. In positivist science, a theory is a device used as a hypothesis, the structure of the test (Zikmund, 2000). On the contrary to positivism, interpretivism relate to a phenomenological paradigm, arguing that the world is subjective (Esterby-Smith, 2002). Interpretivism research attaches importance to the meaning and trying to understand what is happening and this is likely to argue that the rich understanding of this composite, the world loses if the complexity of the social world is completely reduced to a series of laws, such as simplifications. This research had nothing to do with the scientific research or adopting positivism philosophy. In more clear words, this research was neither based on hypotheses testing nor based on examining theories. Therefore, certainly the philosophy of this research was interpretivism, where the researcher had to reveal subjective information regarding the chosen research subject- customer relationship management of State Bank of India and its competitive advantage. Adopting interpretivism philosophy in this research, firstly literature review was conducted and thereafter first hand data was collected approaching target sample from various banks in India and particularly from State Bank of India. RESEARCH APPROACH The approach of a research can be deductive or inductive (Easterby- Smith, 2002). Deductive research is an approach perusing from the general to the precise. Each so frequently, this casually terms as top-down the approach (Easterby- Smith, 2002). Here we can begin further to think upward on a theory relative to our theme of a study. We then narrow that down into the precise of assumption that we can examine. We reduce downward but we move whilst we gather observations to be present on to the assumptions (Denscombe, 2003). This is final it conducts us to be to competently examine assumptions with precise data, corroboration or discharge of our inventive theories. Inductive research is an approach based with design peruses another road, moving from the precise observations to the more extensive generalizations and the theories. Casually, these are term as approach to the bottom is raised raise upward (Easterby- Smith, 2002). In the inductive approach, we begin further with the precise observations and the measurements; begin to further reveal pictures and regularities make some preliminary assumptions which we can investigate, and then we end upward on to lengthen some extensive conclusions. A research based on interpretivism philosophy is suggested to conduct having inductive research approach. Therefore, this research was conducted adopting inductive research approach. In accordance with the norms of inductive research approach, a research process was followed starting from bottom and reaching to top. In more clear words, firstly research issues were identified reviewing the literature and therefore specific data was collected approaching the target sample in order to make conclusions. RESEARCH METHOD Over the years of hypothetical bases and theoretical foundations and viewpoints, in line with explorations in any other domain, business and management research has undergone changes. In actual sense, exploration is an activity that individuals initiate so as to discover something in a systematic fashion, thereby enhancing their awareness (Saunders et al, 2003). A research is not a research in true sense and will not yield anything expected in case it is not undertaken in a disciplined fashion, that is to say, it needs to have a clear-cut aim and data compilation should be performed alongside interpretation without which it cannot be called an exploration. The exploration provides an insight into the linkage between the pertinent domain of exploration and participants and expectation at varied space of time extent. The investigators employ techniques and tools approved by the academic writings in terms of on -paper or verbal work evaluations, skills, the use of important ideas, secto r concerns and exploration practices linked. Quantitative and qualitative can be the two kinds of the techniques employed for the purpose of exploration. The further discussion highlights the points of distinction between these two forms of management research tools in the light of the academic writings. The qualitative technique or method is employed in the domain of social sciences for the purpose of looking into cultural and social events. The qualitative tools are then put into the categories of action exploration, participant experience and ethnography sampling. The avenues of qualitative data are interviews and questionnaires, case studies, focus-group observation, records and writings, participant experience, and the explorers perceptions and responses. In case of this kind of investigation, there may be differences in the understanding of different social and cultural traits; usually data evaluation differs with the investigators (Saunders et al, 2003). The qualitative tools of explorations have the merits of compiling fine, approved data pertaining to human perspectives and issues, considering the different parameters that may have bearings on the responses. At the same time, this paradigm also has a demerit_ it takes long time and is strenuous. Earlier, the quantitative technique was employed for the purpose of exploring the natural events in the domain of natural sciences. The data compiled during the quantitative research are quantifiable, trustworthy, and can be usually universalized to a bigger chunk of audience (Saunders et al, 2003). Negligence of different aspects of influential research is the most observed demerit of quantitative research. The quantitative research includes the techniques like surveys, econometrics, sampling, laboratory tests and a number of statistical data testing tools. The quantitative research provides a broad domain of research. For the purpose of the present research, both qualitative and quantitative methods have been employed. Qualitative method was employed for the purpose of the literature review and quantitative approach was employed to gather first- hand or primary data on the recognized exploration topics by means of literature read-through. DATA COLLECTION Primary and secondary are the two techniques of data compilation (Saunders et al., 2005). Considering research sketch and intention, both primary and secondary techniques of data compilation was employed for the purpose of the present research. Secondary Data The compilation of secondary data is done from the secondary avenues that are extracted from in-print or unpublished sources (Parasuraman et. 2004). The secondary data made use of in an exploration is not compiled for the present research. Secondary data have certain merits and demerits. In the opinion of Kotabe (2002), the merits of secondary data collection are varied, of which some are mentioned here: conveniently accessible, less-cost incurring, quick reach. Secondary data lays down the base for the compilation of the primary data. Nonetheless, it is a demerit of the secondary data that it cannot cater to all the requisites of a particular inquiry. The argument here is that secondary data accessible is gathered for its own precise objectives. Hence, the researcher cannot blindly make use of the data lying to his or her disposal. Moreover, the secondary data also cannot claim precision in context to timeliness. Notwithstanding these demerits, secondary data enable the investigator in explaining the inquiry issues, inquiry paradigm, and accomplishing probes aims, stated Malhotra (2004). Merits of Secondary Data Secondary data is convenient to achieve, less-cost incurring, and quick to reach. Secondary facilitates the identification of inquiry issue, development of inquiry paradigm and preparation of inquiry questions (Kotabe, 2002). Demerits of Secondary Data Secondary data happen to be the information compilation for other exploration aims and hence its application is confined to other particular exploration. Notwithstanding that there are different demerits of using secondary data, it enables the definition of exploration issue, decision of exploration paradigm and accomplish investigation aims. For the purpose of the present inquiry, the secondary data was compiled from the published sources like books, journals, newspapers and websites. Primary Data Primary data is the data collected for a particular probe, that include a number of phenomena causing it to be time-consuming and expensive (Malhotra, 2004). Obviously, primary data compilation relates to all structured for the particular inquiry and hence yields errorless data in context to the event, nonetheless, gathering primary data not as convenient as the secondary data. This necessitates time and expenses. So as to address the research issue in question, an explorer chooses to gather primary data, which is time-consuming, and expensive enterprise. A researcher can be inclined to opt for specific primary data compilation from the probable techniques in terms of observation, interviews, questionnaire survey and case studies (Saunders et al., (2005). For the purpose of the present researcher, the researcher chose to use questionnaire survey technique. In case of survey method, a sample of targeted individuals was interviewed by means of a questionnaire. The survey was conducted in an informal manner and all the answers were dealt with full confidentially. The aim of carrying out survey was to ensure a real image of the information and also achieve participants assessment of the positive and negative answers in context to varied issues. Structuring the questionnaire was the most important segment of a questionnaire survey. For this purpose, care should be observed while preparing the most pertinent and suitable questions. The researcher needed to have a clear insight into the theme, the aims of the exploration and description of the participants (Parasuraman, 2004). So as to cater to the research requisites, the researcher tended to be objective, recognized, and pertinent while structuring the questionnaire. The investigator could structure open or close-ended questions. Keeping in view the preciseness of the questions nature, the investigator structured only close-ended questions. In all, there were just 10 close-ended questions. The questions included in the questionnaire were arranged in an order beginning from the introduction of the part of the domain. Personal questions were not included in the questionnaires, or any sort of such questions, that may be anti-individual sentiments. Primary data was collected in this research as well through interviews. The interviewees were conducted in the structured format and the interviewees were Senior Marketing Managers in State Bank of India (working in New Delhi based Headquarters, Parliament Street). The number of interviews was 5 and the interviews had to respond in accordance with the asked open-ended questions. SAMPLING TECHNIQUE Saunders et al (2004), in this view, opines that approaching the suitable sample of respondents is important for the dependability of the research and so there is a need to chart a cautious plan to select and reach the suitable respondents. In case of questionnaire survey, the researcher necessitates to select the sample to be interviewed. In technical terms, this is said to be sampling. The sampling method varies from probability (randomly) to non-probability (convenient) (Saunders et al., 2005). In this researcher, the research chose the non-probability (convenient) method of sampling, wherein the sample was chosen from various India based banks (who were working Delhi based branches). The respondents were Marketing Managers of the banks. The number of respondents was 30 and all were approached conveniently without any prior certainty of to be chosen. DATA ANALYSIS This research was basically conducting having qualitative method; therefore, data analysis was conducted applying qualitative data analysis method. In qualitative data analysis, data coding includes the process of data evaluation, wherein all sorts of data are recorded making use of numerical codes since it helps investigator to feed the data speedily with minimal errors. Moreover, there are three stages of coding, open coding, axial coding and selective coding (Saunders et al, 2004). Consequently, in the first stage of coding, the compiled data was translated into theoretical units and was accorded a label, where same level was accorded to similar units of data. In the second stage, the establishment of linkages between categories of data is done that is received as a result of first. Lastly, in the third stage, major categories were recognized as core category. The Microsoft Excel software was employed for the purpose of assessment of data. The data coding includes the process of d ata evaluation, wherein all sorts of data are recorded making use of numerical codes since it helps investigator to feed the data speedily with minimal errors. ETHICAL ISSUES The ethical issues in the research were primarily concerned to confidentiality and anonymity of the research participants. For confidentiality, the researcher maintained confidentiality the facts shared by the research participants all through the research process, and as well the names of the research participants were kept anonymous. RELIABILITY AND VALIDITY Reliability of this research lies in sharing actual facts by the research participants as they were assured of not disclosing their name; and the validity lies in properly answering the research questions through summarizing the findings. Chapter 4 FINDINGS AND ANALYSIS INTRODUCTION The rationale of conducting data analysis in this research is to answer the research questions developed. Since a particular research question relate to various questions in the questionnaire, therefore the contents of the data analysis are in accordance with the sequence of questions in the questionnaire. For every section, firstly the literature is discussed from where the question is made. Thereafter data collected on various banks level and State Bank of India level is analysed. DATA FINDINGS AND ANALYSIS Relationship marketing and level of implementation For the research literature, definitions of relationship marketing are without a clear agreement on its nature or specification of its context and application-level (Gummesson 2002; Parvatiyar and Seth 2000). The term used to describe a relationship at the individual, and at the organizational level, with terms such as affinity marketing, loyalty marketing, cross selling, up selling, co-branding, joint marketing, customer-supplier partnership, the personal one-to-one key account management and marketing decisions (Sheth and Parvatiyar 2002), and there was a failure to clearly delineate, enumerate, and to combine these two elements (i.e. relations and marketing). Recently, Gummesson (2002) emphasizes the long-term relationships and has taken a very broad interpretation, referring to the overall relationship marketing. Seth and Parvatiyar (2002) widened it more by signifying that it is one-to-one communication flanked by the marketer and the customer is an interactive process, not an e xchange business, and this value-added activities based on shared collaboration and interdependence between suppliers and customers. Relationship marketing therefore can be viewed as a very extensive type of somewhat long-term individual business affiliation with the degree of teamwork and interdependence, which is dependent on the anticipation of fulfillment of assurances in exchange for interactive marketing. In the light of these revelations, the issue of study in this research was as relationship marketing for banks in India generally works more on which level(individual or organizational level). The data collected in this regard reveals that relationship marketing generally works more on individual level (than organisational level) so far as banks in India are concerned (see Table and Figure 4.1). For State Bank of India, the interviews reveal that the bank rather focus on organizational level of relationship marketing than individual level. The first question asked from the Marketing Managers of various banks in India was, relationship marketing for their bank generally works more on which level (individual level or organizational level). The response in majority comes outlining individual level. As according to the data shown in the above table, for majority of respondents (63% of the total 30), relationship marketing for their bank generally more works on individual level; whereas for the remaining respondents (37%), relationship marketing for their bank generally works on organisational level. On the whole these data conclude that relationship marketing generally works more on individual level (than organisational level) so far as banks in India are concerned. Establishing bond of relationship and relationship framework In accordance with the research literature, at the core of relationship marketing is an exchange that is beneficial to the parties involved in the exchange. The concept of the exchange as it applies to marketing can be viewed with any transaction cost analysis approach or a social approach, the theory of exchange. Transactions are divided into discrete transactions and relational operations. Relational contract is governed by the law of relational operations. In classical contract law, which governs the discrete individual members of the operation is not relevant, but this is not true of marketing (Rusbult and Van Lange 2003). In a relational contracting point of transition from the agreement (as in classical contract law), against itself as it is with time. There may or may not be the original agreement, and if so, can not be any great respect for him. In relational transactions reduced the gap between the contractual parties, as this ratio becomes stronger and stronger. The main ai m of relationship marketing is the creation of the interest thereon, to minimize information search, and it is unlikely that present moral dilemmas, but rather, through the coordination of activities to achieve results mutually beneficial. Redesigning, relationship marketing is a very broad relatively long term, voluntary, individual, business associations with the degree of emotional commitment, trust, intimacy, cooperation and interdependence(Rusbult and Van Lange 2003), which is based on the assumption of a shared , the promises of interactive marketing exchange on a reciprocal basis. In the light of these revelations, the issue of study in this research was as which aspect of relationship framework best works as establishing bond of relationship between banks in India and their clients. The data collected in this regard reveals that trust and cooperation as aspects of relationship framework best works establishing bond of relationship between banks in India and their clients (se e Table and Figure 4.2). For State Bank of India, the interviews reveal that the bank focuses on trust and interdependence aspects of relationship framework best works establishing bond of relationship with the clients. The second question asked from the Marketing Managers of various banks in India was, which of relationship framework best work as establishing bond of relationship between their bank and clients. The response in majority comes outlining trust and cooperation. As according to the data shown in the above table, for majority of respondents (67% of the total 30), trust (37%) and cooperation (30%) as aspects of relationship framework best works as establishing bond of relationship between their bank and the clients; whereas for the remaining respondents (33%), interdependence (13%), emotional commitment (10%) and intimacy (10%) as aspects of relationship framework best works as establishing bond of relationship between their bank and the clients. On the whole, these data conclude that trust and cooperation as aspects of relationship framework best works establishing bond of relationship between banks in India and their clients. Approach of relationship marketing For the research literature, the repeated use of the term relationship marketing (Brodieet al,1997). They suggested that relationship marketing applied at four levels. At the first level, relationship marketing, technology-based database marketing tool. At the second level, relationship marketing focuses on the relationship between business and its customers, focusing customer retention. At the third level, relationship marketing is a form of customer partnership with customers jointly participate in developing a product or service. The fourth and broadest level, relationship marketing was seen as including all of the databases for personal services, loyalty programs, brand loyalty, internal marketing, personal and social relationships and strategic alliances. Three characteristics are important for customers to desire continuity with the same supplier. These arevariability, complexity, participation (Berry, 1995). Furthermore, that relationship marketing is carried out at three leve ls. Level one relationship marketing is based primarily on price incentives to ensure customer loyalty. However, a sustainable competitive advantage is minimal at this level one, as pricing actions can be compared quickly. The second level of relationship marketing is based primarily on social networks, although the price remains a vital element. This includes personalization and adaptation of these relations.Relationship Marketing has been recognized in the ready-made marketing world, where it became apparent that a strategic competitive advantage could not be delivered on the basis of product characteristics, where alone and corporate profitability are beginning to be associated with satisfying existing customers (Egan, 2001). In the light of these revelations, the issue of study in this research was as which approach of relationship marketing is comparatively more beneficial for banks in India. The data collected in this regard reveals that focusing on client retention as approac h of relationship marketing is comparatively more beneficial than focusing on technology based data base marketing for banks in India (see Table and Figure 4.3). For State Bank of India, the interviews reveal that the bank by and large focuses on client retention as approach of relationship marketing. The third question asked from the Marketing Managers of various banks in India was, which of relationship marketing is comparatively more beneficial for their bank. The response in majority comes outlining on clients retention. As according to the data shown in the above table, for respondents in majority (67% of the total 30) focusing on clients retention as approach of relationship marketing is comparatively more beneficial for their bank; whereas for the remaining respondents (33%), focusing on technology-based data base marketing as approach of relationship marketing is comparatively more beneficial for their bank. By and large, these data conclude that focusing on client retention as approach of relationship marketing is comparatively more beneficial than focusing on technology based data base marketing for banks in India. Relationship marketing as competitive advantage tool In accordance with the research literature, competitive advantage as determined by the type of people the organization attracts and how these individuals to compete when they are players or staff. Therefore it is very necessary to recruit people who have high skills and can lead and develop a competitive culture in the organization. This is true for every business but not for those who have focused for some particular people or work force. This could also include the experience of the workforce which has to be recruited. These characteristics are as important as they seem to be but there is one more factor which is very important and work as a pushing force to compete in the market which guides to repeatedly contributing to the competitive culture of the organization. This is how the organization deploys, manages, reconfigures, or integrates with them (Peteraf and Bergen, 2003). This is not just with the systems that creates an advantage, but as they are occupied in operations in the system. It was here, in the Superior operations, advantages can be obtained. Again, the key is the quality of the person concerned, and how they function together for competitive advantage. This group is based on the operations in the responsibility of each individual in the organization and, as the rule tracks from a top manager it creates a sense of importance and steady concentration to feature whether the keys to the organization reap the benefits sought through what are essentially common systems in the competitive arena of the organization. A competitive culture creates the feeling that all opportunities to compete with a rival, as well as with itself. There is a positive feedback between the public interest and the success of overtime. These types of loops, both positive and negative, create difficulties in the system and create the dynamic behavior of organizations (Sterman, 2000). That is why we see a cluster of industries in the geographical area where a cluster of more a vailable pool of talent is available. Thus, creating and maintaining a culture of competition is a key component of efforts to achieve competitive advantage. In the light of these revelations, the issue of study in this research was as how is the role of relationship marketing as competitive advantage tool for banks in India. The data collected in this regard reveals that certainly the role of relationship marketing is highly effective as competitive advantage tool for banks in India (see Table and Figure 4.4). For State Bank of India, the interviews reveal that although relationship marketing is highly focused a strategy for the bank, yet the bank does not look relationship marketing as tool of competitive advantage. The fourth question asked from the Marketing Managers of various banks in India was, how is the role of relationship marketing as competitive advantage tool for their bank. The response in majority comes out as highly effective. As according to the data shown in the above table, for respondents in majority (60% of the total 30), they see the role of relationship marketing highly effective as competitive advantage tool for their bank; whereas for the remaining respondents (40%), they see the role of relationship marketing either effective (27%) or ineffective (13%) as competitive advantage tool for their bank. By and large, these data conclude that certainly the role of relationship marketing is highly effective as competitive advantage tool for banks in India. Areas of competitive advantage and relationship marketing For the research literature, linking aspects of relations with some degree of competitive advantage became a topic of growing interest in marketing and strategy scholars. Research in this area have focused on trust, commitment, mutual goals, power, social networks, transaction costs, information exchange, a kind of investment and management, each of which has been shown to affect the incidence of relationship based on competitive advantage (Morgan and Hunt, 1999) . However, only two authors have attempted to conceptualize the relations based on competitive advantages in a holistic sense (JAP 2001; Wilson 1995). The hypothesis that inter-firm connection can be the basis for accomplishing competitive benefits has received significant attention in the literature. A number of studies are on the way to explain this incidence (Morgan and Hunt, 1999). Personal qualities such as trust, commitment, mutual goals, power, social networks, transaction costs, information sharing, an investment and management of all it has been shown to affect the incidence of relationship based on competitive advantages (JAP 1999; Morgan and Hunt 1999; Wilson 1995). In the light of these revelations, the issue of study in this research was as in which area of competitive advantage, relationship marketing would be most successful for banks in India. The data collected in this regard reveals that in the competitive areas of managing social networks and managing information sharing, relationship marketing would be most successful for banks in India (see Table and Figure 4.5). For State Bank of India, the interviews reveal that the bank rather focuses on managing Strategies and Concepts in Research Design Strategies and Concepts in Research Design Chapter 3 METHODOLOGY RESEARCH DESIGN According to Saunders et al (2005), design of a research can be exploratory, explanatory or descriptive in nature. The shade of the research decided by its aims and objectives lays down the design or blueprint of the research. As far as an exploratory research is concerned, it tries to assimilate fresh views with the theme or subject thereby evaluating a scenario from the perspective of innovation. As observed by Saunders et al (2005), an exploratory research recognizes and evaluates an exploratory issue that is in line with the research process extracted from the perusal of the literature or academic writings and compilation of primary data. The benefit of carrying out an exploratory research is that it can be amended as per the needs. The researcher enjoys the freedom to steer the research in any direction at any phase of it. At the same time, an explanatory research tries to display the factual state of an event or process. As noted by Saunders et al. (2005), this sort of research can be specified at later segment of investigative study, where a lucid picture of the occurrence or state of affairs is required prior to moving forward in the exploration. So far as explanatory research is concerned, according to Saunders et al (2005), it makes efforts to evaluate linkage in between parameters. A research of this type includes a precise course taking into view the experiments undertaken by means of numerical techniques. Deciding about the design of a research broadly depends on the nature of the research which is determined by the aims and objectives of the research. For this research, the aim was to study the customer relationship management of State Bank of India and its competitive advantage. The research was to achieve following objectives: to review extent conceptual models and theoretical framework related to relationship marketing; to identify how relationship marketing could be used as a strategic tool for competitive advantage; and to recommend strategic frameworks for relationship marketing. This research mainly required exploration regarding the relationship between customer relationship management and competitive advantage in relation to State Bank of India. Therefore, the design of this research was defined as exploratory. RESEARCH PHILOSOPHY The philosophy of a research can be positivism or interpretivism ( Zikmund, , 2000). Positivism philosophy is based on the belief that the truth of life free from a particular observer, and that authenticity is separated from a man who studies it. On the other hand interpretivism is based on the belief that truth is invented or tolerated under the supervision of observers and realism, not comparative disconnected from those who study it. With these key beliefs, positivism, depends on the experiments and rationale for determining (Esterby-Smith, 2002). Interpretivism depends on personal interviews and observations to illustrate professed truth. In positivism, the theory attempts to divine principles and laws that explain, clarify, predict and control outcomes. Positivism research is based on the point of view, which confirms the lone true facts are the scientific information that can be easily obtained by adhering strictly to the scientific method. In positivist science, a theory is a device used as a hypothesis, the structure of the test (Zikmund, 2000). On the contrary to positivism, interpretivism relate to a phenomenological paradigm, arguing that the world is subjective (Esterby-Smith, 2002). Interpretivism research attaches importance to the meaning and trying to understand what is happening and this is likely to argue that the rich understanding of this composite, the world loses if the complexity of the social world is completely reduced to a series of laws, such as simplifications. This research had nothing to do with the scientific research or adopting positivism philosophy. In more clear words, this research was neither based on hypotheses testing nor based on examining theories. Therefore, certainly the philosophy of this research was interpretivism, where the researcher had to reveal subjective information regarding the chosen research subject- customer relationship management of State Bank of India and its competitive advantage. Adopting interpretivism philosophy in this research, firstly literature review was conducted and thereafter first hand data was collected approaching target sample from various banks in India and particularly from State Bank of India. RESEARCH APPROACH The approach of a research can be deductive or inductive (Easterby- Smith, 2002). Deductive research is an approach perusing from the general to the precise. Each so frequently, this casually terms as top-down the approach (Easterby- Smith, 2002). Here we can begin further to think upward on a theory relative to our theme of a study. We then narrow that down into the precise of assumption that we can examine. We reduce downward but we move whilst we gather observations to be present on to the assumptions (Denscombe, 2003). This is final it conducts us to be to competently examine assumptions with precise data, corroboration or discharge of our inventive theories. Inductive research is an approach based with design peruses another road, moving from the precise observations to the more extensive generalizations and the theories. Casually, these are term as approach to the bottom is raised raise upward (Easterby- Smith, 2002). In the inductive approach, we begin further with the precise observations and the measurements; begin to further reveal pictures and regularities make some preliminary assumptions which we can investigate, and then we end upward on to lengthen some extensive conclusions. A research based on interpretivism philosophy is suggested to conduct having inductive research approach. Therefore, this research was conducted adopting inductive research approach. In accordance with the norms of inductive research approach, a research process was followed starting from bottom and reaching to top. In more clear words, firstly research issues were identified reviewing the literature and therefore specific data was collected approaching the target sample in order to make conclusions. RESEARCH METHOD Over the years of hypothetical bases and theoretical foundations and viewpoints, in line with explorations in any other domain, business and management research has undergone changes. In actual sense, exploration is an activity that individuals initiate so as to discover something in a systematic fashion, thereby enhancing their awareness (Saunders et al, 2003). A research is not a research in true sense and will not yield anything expected in case it is not undertaken in a disciplined fashion, that is to say, it needs to have a clear-cut aim and data compilation should be performed alongside interpretation without which it cannot be called an exploration. The exploration provides an insight into the linkage between the pertinent domain of exploration and participants and expectation at varied space of time extent. The investigators employ techniques and tools approved by the academic writings in terms of on -paper or verbal work evaluations, skills, the use of important ideas, secto r concerns and exploration practices linked. Quantitative and qualitative can be the two kinds of the techniques employed for the purpose of exploration. The further discussion highlights the points of distinction between these two forms of management research tools in the light of the academic writings. The qualitative technique or method is employed in the domain of social sciences for the purpose of looking into cultural and social events. The qualitative tools are then put into the categories of action exploration, participant experience and ethnography sampling. The avenues of qualitative data are interviews and questionnaires, case studies, focus-group observation, records and writings, participant experience, and the explorers perceptions and responses. In case of this kind of investigation, there may be differences in the understanding of different social and cultural traits; usually data evaluation differs with the investigators (Saunders et al, 2003). The qualitative tools of explorations have the merits of compiling fine, approved data pertaining to human perspectives and issues, considering the different parameters that may have bearings on the responses. At the same time, this paradigm also has a demerit_ it takes long time and is strenuous. Earlier, the quantitative technique was employed for the purpose of exploring the natural events in the domain of natural sciences. The data compiled during the quantitative research are quantifiable, trustworthy, and can be usually universalized to a bigger chunk of audience (Saunders et al, 2003). Negligence of different aspects of influential research is the most observed demerit of quantitative research. The quantitative research includes the techniques like surveys, econometrics, sampling, laboratory tests and a number of statistical data testing tools. The quantitative research provides a broad domain of research. For the purpose of the present research, both qualitative and quantitative methods have been employed. Qualitative method was employed for the purpose of the literature review and quantitative approach was employed to gather first- hand or primary data on the recognized exploration topics by means of literature read-through. DATA COLLECTION Primary and secondary are the two techniques of data compilation (Saunders et al., 2005). Considering research sketch and intention, both primary and secondary techniques of data compilation was employed for the purpose of the present research. Secondary Data The compilation of secondary data is done from the secondary avenues that are extracted from in-print or unpublished sources (Parasuraman et. 2004). The secondary data made use of in an exploration is not compiled for the present research. Secondary data have certain merits and demerits. In the opinion of Kotabe (2002), the merits of secondary data collection are varied, of which some are mentioned here: conveniently accessible, less-cost incurring, quick reach. Secondary data lays down the base for the compilation of the primary data. Nonetheless, it is a demerit of the secondary data that it cannot cater to all the requisites of a particular inquiry. The argument here is that secondary data accessible is gathered for its own precise objectives. Hence, the researcher cannot blindly make use of the data lying to his or her disposal. Moreover, the secondary data also cannot claim precision in context to timeliness. Notwithstanding these demerits, secondary data enable the investigator in explaining the inquiry issues, inquiry paradigm, and accomplishing probes aims, stated Malhotra (2004). Merits of Secondary Data Secondary data is convenient to achieve, less-cost incurring, and quick to reach. Secondary facilitates the identification of inquiry issue, development of inquiry paradigm and preparation of inquiry questions (Kotabe, 2002). Demerits of Secondary Data Secondary data happen to be the information compilation for other exploration aims and hence its application is confined to other particular exploration. Notwithstanding that there are different demerits of using secondary data, it enables the definition of exploration issue, decision of exploration paradigm and accomplish investigation aims. For the purpose of the present inquiry, the secondary data was compiled from the published sources like books, journals, newspapers and websites. Primary Data Primary data is the data collected for a particular probe, that include a number of phenomena causing it to be time-consuming and expensive (Malhotra, 2004). Obviously, primary data compilation relates to all structured for the particular inquiry and hence yields errorless data in context to the event, nonetheless, gathering primary data not as convenient as the secondary data. This necessitates time and expenses. So as to address the research issue in question, an explorer chooses to gather primary data, which is time-consuming, and expensive enterprise. A researcher can be inclined to opt for specific primary data compilation from the probable techniques in terms of observation, interviews, questionnaire survey and case studies (Saunders et al., (2005). For the purpose of the present researcher, the researcher chose to use questionnaire survey technique. In case of survey method, a sample of targeted individuals was interviewed by means of a questionnaire. The survey was conducted in an informal manner and all the answers were dealt with full confidentially. The aim of carrying out survey was to ensure a real image of the information and also achieve participants assessment of the positive and negative answers in context to varied issues. Structuring the questionnaire was the most important segment of a questionnaire survey. For this purpose, care should be observed while preparing the most pertinent and suitable questions. The researcher needed to have a clear insight into the theme, the aims of the exploration and description of the participants (Parasuraman, 2004). So as to cater to the research requisites, the researcher tended to be objective, recognized, and pertinent while structuring the questionnaire. The investigator could structure open or close-ended questions. Keeping in view the preciseness of the questions nature, the investigator structured only close-ended questions. In all, there were just 10 close-ended questions. The questions included in the questionnaire were arranged in an order beginning from the introduction of the part of the domain. Personal questions were not included in the questionnaires, or any sort of such questions, that may be anti-individual sentiments. Primary data was collected in this research as well through interviews. The interviewees were conducted in the structured format and the interviewees were Senior Marketing Managers in State Bank of India (working in New Delhi based Headquarters, Parliament Street). The number of interviews was 5 and the interviews had to respond in accordance with the asked open-ended questions. SAMPLING TECHNIQUE Saunders et al (2004), in this view, opines that approaching the suitable sample of respondents is important for the dependability of the research and so there is a need to chart a cautious plan to select and reach the suitable respondents. In case of questionnaire survey, the researcher necessitates to select the sample to be interviewed. In technical terms, this is said to be sampling. The sampling method varies from probability (randomly) to non-probability (convenient) (Saunders et al., 2005). In this researcher, the research chose the non-probability (convenient) method of sampling, wherein the sample was chosen from various India based banks (who were working Delhi based branches). The respondents were Marketing Managers of the banks. The number of respondents was 30 and all were approached conveniently without any prior certainty of to be chosen. DATA ANALYSIS This research was basically conducting having qualitative method; therefore, data analysis was conducted applying qualitative data analysis method. In qualitative data analysis, data coding includes the process of data evaluation, wherein all sorts of data are recorded making use of numerical codes since it helps investigator to feed the data speedily with minimal errors. Moreover, there are three stages of coding, open coding, axial coding and selective coding (Saunders et al, 2004). Consequently, in the first stage of coding, the compiled data was translated into theoretical units and was accorded a label, where same level was accorded to similar units of data. In the second stage, the establishment of linkages between categories of data is done that is received as a result of first. Lastly, in the third stage, major categories were recognized as core category. The Microsoft Excel software was employed for the purpose of assessment of data. The data coding includes the process of d ata evaluation, wherein all sorts of data are recorded making use of numerical codes since it helps investigator to feed the data speedily with minimal errors. ETHICAL ISSUES The ethical issues in the research were primarily concerned to confidentiality and anonymity of the research participants. For confidentiality, the researcher maintained confidentiality the facts shared by the research participants all through the research process, and as well the names of the research participants were kept anonymous. RELIABILITY AND VALIDITY Reliability of this research lies in sharing actual facts by the research participants as they were assured of not disclosing their name; and the validity lies in properly answering the research questions through summarizing the findings. Chapter 4 FINDINGS AND ANALYSIS INTRODUCTION The rationale of conducting data analysis in this research is to answer the research questions developed. Since a particular research question relate to various questions in the questionnaire, therefore the contents of the data analysis are in accordance with the sequence of questions in the questionnaire. For every section, firstly the literature is discussed from where the question is made. Thereafter data collected on various banks level and State Bank of India level is analysed. DATA FINDINGS AND ANALYSIS Relationship marketing and level of implementation For the research literature, definitions of relationship marketing are without a clear agreement on its nature or specification of its context and application-level (Gummesson 2002; Parvatiyar and Seth 2000). The term used to describe a relationship at the individual, and at the organizational level, with terms such as affinity marketing, loyalty marketing, cross selling, up selling, co-branding, joint marketing, customer-supplier partnership, the personal one-to-one key account management and marketing decisions (Sheth and Parvatiyar 2002), and there was a failure to clearly delineate, enumerate, and to combine these two elements (i.e. relations and marketing). Recently, Gummesson (2002) emphasizes the long-term relationships and has taken a very broad interpretation, referring to the overall relationship marketing. Seth and Parvatiyar (2002) widened it more by signifying that it is one-to-one communication flanked by the marketer and the customer is an interactive process, not an e xchange business, and this value-added activities based on shared collaboration and interdependence between suppliers and customers. Relationship marketing therefore can be viewed as a very extensive type of somewhat long-term individual business affiliation with the degree of teamwork and interdependence, which is dependent on the anticipation of fulfillment of assurances in exchange for interactive marketing. In the light of these revelations, the issue of study in this research was as relationship marketing for banks in India generally works more on which level(individual or organizational level). The data collected in this regard reveals that relationship marketing generally works more on individual level (than organisational level) so far as banks in India are concerned (see Table and Figure 4.1). For State Bank of India, the interviews reveal that the bank rather focus on organizational level of relationship marketing than individual level. The first question asked from the Marketing Managers of various banks in India was, relationship marketing for their bank generally works more on which level (individual level or organizational level). The response in majority comes outlining individual level. As according to the data shown in the above table, for majority of respondents (63% of the total 30), relationship marketing for their bank generally more works on individual level; whereas for the remaining respondents (37%), relationship marketing for their bank generally works on organisational level. On the whole these data conclude that relationship marketing generally works more on individual level (than organisational level) so far as banks in India are concerned. Establishing bond of relationship and relationship framework In accordance with the research literature, at the core of relationship marketing is an exchange that is beneficial to the parties involved in the exchange. The concept of the exchange as it applies to marketing can be viewed with any transaction cost analysis approach or a social approach, the theory of exchange. Transactions are divided into discrete transactions and relational operations. Relational contract is governed by the law of relational operations. In classical contract law, which governs the discrete individual members of the operation is not relevant, but this is not true of marketing (Rusbult and Van Lange 2003). In a relational contracting point of transition from the agreement (as in classical contract law), against itself as it is with time. There may or may not be the original agreement, and if so, can not be any great respect for him. In relational transactions reduced the gap between the contractual parties, as this ratio becomes stronger and stronger. The main ai m of relationship marketing is the creation of the interest thereon, to minimize information search, and it is unlikely that present moral dilemmas, but rather, through the coordination of activities to achieve results mutually beneficial. Redesigning, relationship marketing is a very broad relatively long term, voluntary, individual, business associations with the degree of emotional commitment, trust, intimacy, cooperation and interdependence(Rusbult and Van Lange 2003), which is based on the assumption of a shared , the promises of interactive marketing exchange on a reciprocal basis. In the light of these revelations, the issue of study in this research was as which aspect of relationship framework best works as establishing bond of relationship between banks in India and their clients. The data collected in this regard reveals that trust and cooperation as aspects of relationship framework best works establishing bond of relationship between banks in India and their clients (se e Table and Figure 4.2). For State Bank of India, the interviews reveal that the bank focuses on trust and interdependence aspects of relationship framework best works establishing bond of relationship with the clients. The second question asked from the Marketing Managers of various banks in India was, which of relationship framework best work as establishing bond of relationship between their bank and clients. The response in majority comes outlining trust and cooperation. As according to the data shown in the above table, for majority of respondents (67% of the total 30), trust (37%) and cooperation (30%) as aspects of relationship framework best works as establishing bond of relationship between their bank and the clients; whereas for the remaining respondents (33%), interdependence (13%), emotional commitment (10%) and intimacy (10%) as aspects of relationship framework best works as establishing bond of relationship between their bank and the clients. On the whole, these data conclude that trust and cooperation as aspects of relationship framework best works establishing bond of relationship between banks in India and their clients. Approach of relationship marketing For the research literature, the repeated use of the term relationship marketing (Brodieet al,1997). They suggested that relationship marketing applied at four levels. At the first level, relationship marketing, technology-based database marketing tool. At the second level, relationship marketing focuses on the relationship between business and its customers, focusing customer retention. At the third level, relationship marketing is a form of customer partnership with customers jointly participate in developing a product or service. The fourth and broadest level, relationship marketing was seen as including all of the databases for personal services, loyalty programs, brand loyalty, internal marketing, personal and social relationships and strategic alliances. Three characteristics are important for customers to desire continuity with the same supplier. These arevariability, complexity, participation (Berry, 1995). Furthermore, that relationship marketing is carried out at three leve ls. Level one relationship marketing is based primarily on price incentives to ensure customer loyalty. However, a sustainable competitive advantage is minimal at this level one, as pricing actions can be compared quickly. The second level of relationship marketing is based primarily on social networks, although the price remains a vital element. This includes personalization and adaptation of these relations.Relationship Marketing has been recognized in the ready-made marketing world, where it became apparent that a strategic competitive advantage could not be delivered on the basis of product characteristics, where alone and corporate profitability are beginning to be associated with satisfying existing customers (Egan, 2001). In the light of these revelations, the issue of study in this research was as which approach of relationship marketing is comparatively more beneficial for banks in India. The data collected in this regard reveals that focusing on client retention as approac h of relationship marketing is comparatively more beneficial than focusing on technology based data base marketing for banks in India (see Table and Figure 4.3). For State Bank of India, the interviews reveal that the bank by and large focuses on client retention as approach of relationship marketing. The third question asked from the Marketing Managers of various banks in India was, which of relationship marketing is comparatively more beneficial for their bank. The response in majority comes outlining on clients retention. As according to the data shown in the above table, for respondents in majority (67% of the total 30) focusing on clients retention as approach of relationship marketing is comparatively more beneficial for their bank; whereas for the remaining respondents (33%), focusing on technology-based data base marketing as approach of relationship marketing is comparatively more beneficial for their bank. By and large, these data conclude that focusing on client retention as approach of relationship marketing is comparatively more beneficial than focusing on technology based data base marketing for banks in India. Relationship marketing as competitive advantage tool In accordance with the research literature, competitive advantage as determined by the type of people the organization attracts and how these individuals to compete when they are players or staff. Therefore it is very necessary to recruit people who have high skills and can lead and develop a competitive culture in the organization. This is true for every business but not for those who have focused for some particular people or work force. This could also include the experience of the workforce which has to be recruited. These characteristics are as important as they seem to be but there is one more factor which is very important and work as a pushing force to compete in the market which guides to repeatedly contributing to the competitive culture of the organization. This is how the organization deploys, manages, reconfigures, or integrates with them (Peteraf and Bergen, 2003). This is not just with the systems that creates an advantage, but as they are occupied in operations in the system. It was here, in the Superior operations, advantages can be obtained. Again, the key is the quality of the person concerned, and how they function together for competitive advantage. This group is based on the operations in the responsibility of each individual in the organization and, as the rule tracks from a top manager it creates a sense of importance and steady concentration to feature whether the keys to the organization reap the benefits sought through what are essentially common systems in the competitive arena of the organization. A competitive culture creates the feeling that all opportunities to compete with a rival, as well as with itself. There is a positive feedback between the public interest and the success of overtime. These types of loops, both positive and negative, create difficulties in the system and create the dynamic behavior of organizations (Sterman, 2000). That is why we see a cluster of industries in the geographical area where a cluster of more a vailable pool of talent is available. Thus, creating and maintaining a culture of competition is a key component of efforts to achieve competitive advantage. In the light of these revelations, the issue of study in this research was as how is the role of relationship marketing as competitive advantage tool for banks in India. The data collected in this regard reveals that certainly the role of relationship marketing is highly effective as competitive advantage tool for banks in India (see Table and Figure 4.4). For State Bank of India, the interviews reveal that although relationship marketing is highly focused a strategy for the bank, yet the bank does not look relationship marketing as tool of competitive advantage. The fourth question asked from the Marketing Managers of various banks in India was, how is the role of relationship marketing as competitive advantage tool for their bank. The response in majority comes out as highly effective. As according to the data shown in the above table, for respondents in majority (60% of the total 30), they see the role of relationship marketing highly effective as competitive advantage tool for their bank; whereas for the remaining respondents (40%), they see the role of relationship marketing either effective (27%) or ineffective (13%) as competitive advantage tool for their bank. By and large, these data conclude that certainly the role of relationship marketing is highly effective as competitive advantage tool for banks in India. Areas of competitive advantage and relationship marketing For the research literature, linking aspects of relations with some degree of competitive advantage became a topic of growing interest in marketing and strategy scholars. Research in this area have focused on trust, commitment, mutual goals, power, social networks, transaction costs, information exchange, a kind of investment and management, each of which has been shown to affect the incidence of relationship based on competitive advantage (Morgan and Hunt, 1999) . However, only two authors have attempted to conceptualize the relations based on competitive advantages in a holistic sense (JAP 2001; Wilson 1995). The hypothesis that inter-firm connection can be the basis for accomplishing competitive benefits has received significant attention in the literature. A number of studies are on the way to explain this incidence (Morgan and Hunt, 1999). Personal qualities such as trust, commitment, mutual goals, power, social networks, transaction costs, information sharing, an investment and management of all it has been shown to affect the incidence of relationship based on competitive advantages (JAP 1999; Morgan and Hunt 1999; Wilson 1995). In the light of these revelations, the issue of study in this research was as in which area of competitive advantage, relationship marketing would be most successful for banks in India. The data collected in this regard reveals that in the competitive areas of managing social networks and managing information sharing, relationship marketing would be most successful for banks in India (see Table and Figure 4.5). For State Bank of India, the interviews reveal that the bank rather focuses on managing