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 DIGITAL INNOVATION
Meeting the Business Challenges

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Dr. Tanmoy De
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Mr. Rahul Jain

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SYMBIOSIS INSTITUTE OF BUSINESS MANAGEMENT

Symbiosis International (Deemed University)

EXCEL INDIA PUBLISHERS

NEW DELHI
First Impression: February 2018

© Symbiosis Institute of Business Management, Mamidipalli, Telangana

Digital Innovation: Meeting the Business Challenges

ISBN: 978-93-86724-54-0

No part of this publication may be reproduced or transmitted in any form by any means,

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electronic or mechanical, including photocopy, recording, or any information storage and

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retrieval system, without permission in writing from the copyright owners.

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DISCLAIMER
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The authors are solely responsible for the contents of the papers compiled in this volume.
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The publishers or editors do not take any responsibility for the same in any manner.
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Errors, if any, are purely unintentional and readers are requested to communicate such
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errors to the editors or publishers to avoid discrepancies in future.

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Published by
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EXCEL INDIA PUBLISHERS

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Tel: +91-11-2671 1755/ 2755/ 3755/ 5755

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Cell: 9899127755, 9999609755, 9910757755

Fax: +91-11-2671 6755
E-mail: publishing@groupexcelindia.com
Web: www.groupexcelindia.com

Typeset by
Excel Prepress Services, New Delhi–110 067
E-mail: production@groupexcelindia.com

Printed by
Excel Printing Universe, New Delhi–110 067
E-mail: printing@groupexcelindia.com
 Preface
Digital Innovation is one of the keys to success in this digital economy. Organizations big
or small are adopting digital tools and platforms for not just their day to day transactions
but also for framing, executing and successfully implementing business strategy.
This book is a compendium of 35 well researched papers which provide insights into the
digital world focusing on the following areas viz., e-business, social media, technology,
analytics, intelligence systems etc. It consists of topics encompassing all the functional
areas of management–Marketing with authors focusing on varied areas like-content
marketing, product communication, Digitalization, customer excellence, consumer
behavior, brand building, retailing, social media, etc. The HR perspective covers area like
E-learning, HR Analytics, Employee Engagement, etc. The authors focusing on Finance

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domain came up with topics like, digital payment systems, Bitcoin etc. The IT, Systems

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and Analytics perspectives were provided by the authors in the topics like–IOT, Data

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Film Making, perceptions about digital marketing practices and also transformation of
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films from print to digital platforms.

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In this highly dynamic and challenging environment leading to digital transformation, this
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book will make an interesting reading providing knowledge to academia and help
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industry to know the current trends and practices adopted by businesses.

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 Acknowledgement
The book has evolved from the collective effort of so many individuals/ organisations
who have directly or indirectly contributed to this effort. The book could not have
fructified without the contribution of 63 authors, who put their best efforts.
We thank our chief mentors Dr. S.B. Mujumdar, Founder President & Chancellor,
Symbiosis International (Deemed University), Dr. Vidya Yeravdekar, Pro-Chancellor,
Symbiosis International (Deemed University), Dr. Rajani Gupte, Vice-Chancellor,
Symbiosis International (Deemed University) for motivating us in this endeavor.
Our special thanks to Dr. R. Raman, Dean Faculty of Management, Symbiosis
International (Deemed University) and Dr. Ravi Kumar Jain, Director, SIBM, Hyderabad,
who have always been with us, and inspired us in this journey.

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We express our deep gratitude to all the advisory board members of the conference

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viz, Prof. Bhimaraya Metri, Director, IIM Trichy; Prof. Mahadeo Jaiswal, Director,

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IIM Sambalpur; Dr. Kamlesh Mehta, Lead Faculty, Director, MBA Program,

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School of Business and Management Finance and Economics, National University, USA;
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Dr. A.K. Sengupta, Founder, Higher Education Forum, Director & Mentor, SIESCOMS;
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Dr. Arun K. Rath, IAS, Former Secretary, MHRD; Dr. H. Chaturvedi, Alternate President
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Education Promotion Society for India, Director BIMTECH; Dr. K.P. Venugopala Rao,
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Deputy Director, SIBM, Hyderabad; Dr. Bidyanand Jha, Project Head, ASMA &
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Associate Professor KIAMS and Mr. Swapnil Jain, Director, FMA Digital, Bengaluru
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for their valuable insights and deliberations related to the theme of Digital Innovation.
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Hearty thanks to our partners, Association of Indian Management Schools (AIMS), Quick
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Heal Academy, mUni and Excel India Publishers for their unstinted support and patronage.
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special mention to Ms. Preeti Makde, Mr. Prince Kumar Singh, Mr. Akshay Patil and
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Mr. Amit Singh. We also acknowledge the contributions made by Team DIGECON,
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students of MBA Class 2017–19, Ms. Rashika Bagri, Ms. Laboni Biswas and Mr. Dhaval
Bhatt, for their secretarial and timely support in bringing out this book.
To all the people and our family members who have directly and indirectly supported us
in making it possible.

Dr. Satya Prasad V.K.

Dr. Tanmoy De
Mr. Rahul Jain
 Contents
 Preface v
 Acknowledgement vi

1. Role of Content Marketing in Transforming of a Lead to Sale

A. Jaikumar and B.V. Sandhya Bala 1
2. Harnessing Power of Digital and Analytics for Agriculture
Sector in Indian Markets
Indira Priyadarsini Jagiripu and Preeti Sharma 6
3. Digitalization and Collaborative Learning: Some
Reflections

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4. Innovation in the Medium of Product Communication

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Adarsh Somani, Swati Oberoi Dham and Pratika Mishra 32

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5. Achieving Customer Excellence through IoT Enabled
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Customer Service: An Empirical Validation of Connected

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Customer Concept
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Samir Yerpude and Tarun Kumar Singhal 38

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6. A Study on Customers Perception about Digital Marketing

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Practices in Bollywood Movies

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Nilesh Anute and Devyani Ingale 55

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7. A Case Study on NPA Management and Loan Recovery

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Strategy of Axis Bank, Post the Demonetisation:

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An Application of the McKinsey 7S Model

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Robin Thomas 63
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8. Emergence of E-Catering Services Revolutionizing the

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Indian Railways: A Study on the IRCTC E-Catering

Services (East Zone)
Madhurima Basu and Kumkum Mukherjee 73
9. A Bird’s Eye View on Internet of Things
K. Chandra Sekhara Rao 81
10. E-learning-virtual Learning Environment and Learning
Style Preferences in India
K. Bhavana Raj and Srinivas Kolachina 87
11. Impact of E-Commerce on MSMEs in India
Venkata Vara Prasad Janjanam and A.V.V.S. Subbalakshmi 95

[vii]
 Contents

12. Artificial Intelligence and Consumer Durable Products

M.V. Benjamin, Rohit Mathur and Philip Abraham 103
13. Big Data: Data Never Sleeps: The Changing Shape of
Marketing
Akshita Chauhan and Pritom Routh 117
14. Alibaba: Realizing Vision
Damini Mota and Anshul Dwivedi 126
15. Use of Gamification to Achieve Real-World Business Goals
Arun Kanade and Saurabh Dharkar 138

16. Social Media: An Innovative Marketing Tool

Shristi Agarwal 144

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17. Application of Sentiment Analysis and Text Visualization

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Preeti Sharma and Promita Shakya 154

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18. The Negative Search: A Simple Way to Capture New

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Avenues in Sales
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Sanidh Patil and Liza Pathak 163

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19. Yash Raj Films: From Print to Digital Platform

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Neha Agarwal and Pooja Agarwal 167

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20. Leverage of E-Marketing: A Case Study of Reliance Jio

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Kasturi Padmaja and Patrick Antony 178

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21. Gamification and Employee Engagement: Theoretical

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Review on the Role of HR

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Naval Lawande, Rashmita Mohile and Sagarika Datta 183

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22. HR Transformation through Artificial Intelligence

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Kandukuri Veena and D.P. Sharma 199

23. Impact of Digitalisation on Transmission and Distribution
in Power Sector: An Insight
Umakanta Panda and A. Ramchandra Aryasri 208
24. Big Data: Survey, Technologies, Opportunities and
Challenges
Kamal Gulati and Shantanu P. Chakraborty 220
25. E-learning: Organizational Issues
Munmun Goswami 229

[viii]
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26. Security in Social Media: Risk and Human Rights

K. Bhavana Raj and Srinivas Kolachina 238
27. Bitcoin: An Innovative Alternative Digital Currency:
An Exploratory Study
Shilpa Naresh Agarkar 248
28. Study on Techniques to E-Branding
Himanshee Singh 257
29. The Impact of Utilitarian and Hedonic Value on Online
Shopping Behavior
Dipali Kale 263
30. Data Analytics and its Role in Human Resource

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Sweta Anand and Utsav Kar 271

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31. Competitive Advantage for Business Organizations using

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Cloud Business Intelligence: A Case of Retail Industry
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in India
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Pavitra Sirolikar and Sudhin Haridas 286

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32. Impact of Animation & Gamification as a Combined

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Learning Tool vs. Traditional Learning Tools on Retention

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& Recalling
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Bhagyashree Borbora and Suruchi Pandey 296

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33. Evolving Business Constituencies with an Interdependent

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Relation of Digital Advancement: Innovation and

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Transformation
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Gaurav Chawla, Shahnavaz Kaliwala and Shubham Sovasaria 316

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34. Opportunity in the Era of Paradigmatic Shifts in Industry,

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Education and Demography

Krishna Kumar Narayanan 325
35. Gentle Pogrom of the Art of Film-Making, A Prima Facie
B. Sunil and Saurav Samal 333
AUTHOR INDEX 338

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