Indian Ethos in Management 1

B.B.A.
VI Semester Subject: Indian Ethos in Management
SYLLABUS
Class: - B.B.A. VI Semester
Subject: - Indian Ethos in Management

Unit-I Business Ethics: Introduction, Business Ethics and Management,
Business Ethics and Moral Obligations; Corporate Social
Responsibility; Corporate Governance; Report of the Kumar
Mangalam Birla Committee on Corporate Governance; Role of
Media in Ensuring Corporate Governance; Environmental
Concerns and Corporations.
Unit-II Ethical Issues related with Advertisement and Marketing; Secular

versus Spritual Values in Management, Work Ethics, Stress at
Workplace
Unit-III Relevance of Values in Management; Gandhian Approach in

Management and Trusteeship; Social Values and Political
Environment
Unit-IV Indian Ethos: Values and Ethics; Requisites for Ethics Globally
Unit-V A Holistic Management System; Management in Indian Perspective
45, Anurag Nagar, Behind Press Complex, Indore (M.P.) Ph.: 4262100, www.rccmindore.com
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B.B.A. VI Semester Subject: Indian Ethos in Management
UNIT – 1
BUSINESS ETHICS
Business ethics is nothing but the application of ethics in business. Business ethics is the application of
general ethical ideas to business behavior. Ethical business behavior facilitates and promotes good to society,
improves profitability, fosters business relations and employee productivity. The concept of business ethics
has come to mean various things to various people, but generally it‘s coming to know what it right or wrong
in the workplace and doing what‘s right - this is in regard to effects of products/ services and in relationships
with stakeholders.
Business ethics is concerned with the behavior of a businessman in doing a business. Unethical practices are
creating problems to businessman and business units. The life and growth of a business unit depends upon
the ethics practiced by a businessman. Business ethics are developed by the passage of time and custom. A
custom differs from one business to another. If a custom is adopted and accepted by businessman and public,
that custom will become an ethic. Business ethics is applicable to every type of business. The social
responsibility of a business requires the observing of business ethics. A business man should not ignore the
business ethics while assuming social responsibility. Business ethics means the behavior of a businessman
while conducting a business, by observing morality in his business activities.
Definitions
According to Wheeler – Business Ethics is an art and science for maintaining harmonious relationship with
society, its various groups and institutions as well as reorganizing the moral responsibility for the rightness
and wrongness of business conduct.
According to Rogene. A. Buchholz ―Business ethics refers to right or wrong behavior in business decisions.
Benefits of Business Ethics –

1) Attention to business ethics has substantially improved society.
2) Ethics programs help maintain a moral course in turbulent times.
3) Ethics programs cultivate strong teamwork and productivity.
4) Ethics support employee growth.
5) Ethics programs help ensure that policies are legal.
6) Ethics programs help avoid criminal acts “of omission” and can lower fines.
7) Ethics programs help to manage values associated with quality management, strategic planning and
diversity management.
8) Ethics promote a strong public image.
Management and Business Ethics –

Management, be it of a kingdom, a war or a business enterprise has to be based on a value system.
Management is successful where the value system is extremely strong. Management has to deal with people.
All individuals have different characteristics. The management is required everywhere. The success and
progress depends upon the good mission, vision, values, plans and policies. The principles of management,
which are used in every field, is based on certain ethics and values. Indian ethos demands subjective
management system.
As it is said earlier, management is a universal process in all organized activates. Management pays a very
paramount role in a business firm, government enterprise, education and health service and military
organization etc.
‘Management is a multi-purpose organ that manages a business, manage manager and manage workers and
work’ – ‘P.Drucker’ “The practice of management.”
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Functions of Management
i) Planning iv) Leading
ii) Organizing v) Motivating
iii) Staffing vi) Controlling
Guidelines for managing business ethics in the Workplace –

1) Recognize that managing ethics is a process.
2) The bottom line of an ethics program is accomplishing preferred behaviours in the worksplace.
3) The best way to handle ethical dilemmas is to avoid their occurrence in the first place.
4) Make ethics decisions in groups and make decisions public, as appropriate.
5) Integrate ethics management with other management practices.
6) Use cross-functional teams when developing and implementing the ethics management programs.
7) Value forgiveness
8) Note that trying to operate ethically and making a few mistakes is better than not trying at all.
Six Key Roles and Responsibilities in Business Ethics Management –

1) The organization’s chief executive must fully support the program.
2) Consider establishing an ethics committee at the board level.
3) Consider establishing an ethics management committee.
4) Consider assigning/developing an ethics officer.
5) Consider establishing an ombudsperson (lokayukata)
Business Ethics and Moral obligations

A duty is an obligation to act in a certain way. When the obligation is based on moral and ethical
considerations, it is a moral duty. Often we think about moral duties in terms of rules that restrain us, the
“don’ts,” as in don’t lie, cheat, or steal. Such rules comprise the so-called negative dimension of moral duty
because they tell us what not to do. Since ethics is concerned with the way we ought to be, however, it also
includes an affirmative dimension consisting of things we should do — keep promises, judge others fairly,
treat people with respect, kindness and compassion.
Sources of Moral Obligation

1. Law-Based Moral Obligations.
2. Agreement-Based Moral Obligations.
3. Moral Principle as the Basis of Moral Obligation.
Corporate Social Responsibility

The term Corporate Social Responsibility (CSR) focuses on the idea that a business has social obligations
above and beyond making a profit and follows from a decision by management to expand traditional
governance arrangements to include accountability to the full range of stakeholders are described above.
Companies can best benefit their stakeholders by fulfilling their economics, legal, ethical and discretionary
responsibilities. The term corporate citizenship denotes the extent to which business meet the legal, ethical,
economic and voluntary responsibilities placed on them by their stakeholders.
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Social Responsibilities
Economic Legal Ethical Discretionary

Responsibilities Responsibilities Responsibilities Responsibilities
Social issues with which business corporations have been concerned since the 1960s may be divided into
three categories:
a. Social problems external to the corporation that were not caused by nay direct business action like
poverty, drug, abuses, decay of the cities and so on.
b. The external impact of regular economic activities. For example pollution caused by production, the
quality, safety, reliability of goods and services, deception in marketing practices, the social impact of
plant closures and plant location belong to this category.
c. Issues within the firm and tied up with regular economic activities, like equal employment
opportunity, occupational health and safety, the quality of work life and industrial democracy.
DEFINITIONS OF CSR
“Corporate Social Responsibilities is the continuing commitment by business to behave ethical and
contribute to economic development while improving the quality of life of the workforce and their families as
well as of the local community and society at large.”
Corporate Social Responsibility is an integrated combination of policies, programs, education, and practices
which extend throughout a corporation’s operations and into the communities in which they operate.
Corporate Social Responsibility is achieving commercial success in ways that honour ethical values and
respect people, communities, and the natural environment.
NEED FOR SOCIAL RESPONSIBILITIES

1. The Iron Law of Responsibility
2. To fulfill Long term Self-interest
3. To Establish a Better Public image
4. To Avoid Government Regulation or Control
5. TO Avoid Misuse Resources and Economic Power
6. To Convert Resistances into Resources
7. To Minimize Environment Damage
Companies implement CSR by putting in place internal management systems that promote
 Adherence to labor standards by corporations and their business partners;
 Respect for human rights;
 Protection of the local and global environment;
 Reducing the negative impacts of corporations operating in conflict zones;
 Avoiding bribery and corruption; and;
 Consumer protection.
Meaning of Corporate Governance –

The management role is basically related with running the business operations efficiently and effectively –
the product design, procurement, personnel management, production, marketing and finance functions. But
by contrast, the governance role is not concerned with running the business of the company but with giving
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overall direction to the enterprise with the aim of satisfying legitimate expectations for accountability and
regulation by interest beyond the corporate boundaries. All companies need governing as well as managing.
The process of corporate governance with principal activities –

 Direction
 Executive Action
 Supervisor
 Accountability
Nature of Governance –
All human societies need governing, where power is exercised to direct, control and regulate activities that
affect people’s interests. Governance involves the derivation, use and limitation of such powers. It identifies
rights and responsibilities, legitimizes actions and directions, accountability. Corporation governance is
concerned with the process by which corporate entities are governed; that is, with the exercise of power over
the direction of the enterprise, the supervision and control of executive actions.
Developing a Code of Conduct –

1) Identify key behaviors needed to adhere to the ethical values proclaimed in code of ethics.
2) Include wording that indicates all employees are expected to conform to the behaviors specified in
the code of conduct.
3) Obtain review from key members of the organization: Be sure that the legal department reviews the
drafted code of conduct.
4) Announce and distribute the new code of conduct.
5) Review which values produce the top three or four traits of a highly ethical and successful product or
service in your area.
6) Identify values needed to address current issues in your workplace.
7) Identify any values needed, based on findings during strategic planning.
8) Consider any top ethical values that might be prized by stakeholders.
9) Collect from the above steps, the top five to ten ethical values, which are high priorities in your
organization –
a. Trustworthiness: honesty, integrity, promises keeping, loyalty.
b. Respect: autonomy, privacy, dignity, courtesy, tolerance, acceptance.
c. Responsibility: accountability, pursuit of excellence.
d. Caring: compassion, consideration, giving, sharing, kindness, loving.
e. Justice and fairness: procedural fairness, impartiality, consistency, equity, equality, due
process.
f. Civic virtue and citizenship: law abiding, community service, protection of environment.
10) Obtain review from key members of the organization.
11) Announce and distribute the new code of ethics (unless you are waiting to announce it along with any
new codes of conduct and associated policies and procedure).
12) Update the code at least once a year.
13) Note that you cannot include values and preferred behaviours for every possible ethical dilemma that
might arise.
Ethics Tools: Policies and Procedures –

1) Update policies and procedures to produce behaviours preferred from the code of conduct.
2) There are numerous examples of how organizations manage values through use of policies and
procedures.
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Promoting Value Based Governance in Organization –

i) Value creation of workforce
ii) Value creation for consumers.
iii) Value creation for investors and shareholders.
Kumar Mangalam Birla Committee

In early 1999, Securities and Exchange Board of India (SEBI) had set up a committee under Shri Kumar
Mangalam Birla, member SEBI Board, to promote and raise the standards of good corporate governance. The
report submitted by the committee is the first formal and comprehensive attempt to evolve a ‘Code of
Corporate Governance', in the context of prevailing conditions of governance in Indian companies, as well as
the state of capital markets.
The Committee's terms of the reference were to:
 suggest suitable amendments to the listing agreement executed by the stock exchanges with the
companies and any other measures to improve the standards of corporate governance in the listed
companies, in areas such as continuous disclosure of material information, both financial and non-
financial, manner and frequency of such disclosures, responsibilities of independent and outside
directors;
 draft a code of corporate best practices; and
 Suggest safeguards to be instituted within the companies to deal with insider information and insider
trading.
The primary objective of the committee was to view corporate governance from the perspective of the
investors and shareholders and to prepare a ‘Code' to suit the Indian corporate environment.
The committee had identified the Shareholders, the Board of Directors and the Management as the three
key constituents of corporate governance and attempted to identify in respect of each of these constituents,
their roles and responsibilities as also their rights in the context of good corporate governance.
Corporate governance has several claimants –shareholders and other stakeholders - which include suppliers,
customers, creditors, and the bankers, the employees of the company, the government and the society at
large. The Report had been prepared by the committee, keeping in view primarily the interests of a particular
class of stakeholders, namely, the shareholders, who together with the investors form the principal
constituency of SEBI while not ignoring the needs of other stakeholders.
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Mandatory and non-mandatory recommendations

The committee divided the recommendations into two categories, namely, mandatory and non- mandatory.
The recommendations which are absolutely essential for corporate governance can be defined with precision
and which can be enforced through the amendment of the listing agreement could be classified as mandatory.
Others, which are either desirable or which may require change of laws, may, for the time being, be classified
as non-mandatory.
Mandatory Recommendations:
 Applies To Listed Companies With Paid Up Capital Of Rs. 3 Crore And Above
 Composition Of Board Of Directors – Optimum Combination Of Executive & Non-Executive Directors
 Audit Committee – With 3 Independent Directors With One Having Financial And Accounting
Knowledge.
 Remuneration Committee
 Board Procedures – Atleast 4 Meetings Of The Board In A Year With Maximum Gap Of 4 Months
Between 2 Meetings. To Review Operational Plans, Capital Budgets, Quarterly Results, Minutes Of
Committee's Meeting. Director Shall Not Be A Member Of More Than 10 Committee And Shall Not Act
As Chairman Of More Than 5 Committees Across All Companies
 Management Discussion And Analysis Report Covering Industry Structure, Opportunities, Threats,
Risks, Outlook, Internal Control System
 Information Sharing With Shareholders
Non-Mandatory Recommendations:
 Role Of Chairman
 Remuneration Committee Of Board
 Shareholders' Right For Receiving Half Yearly Financial Performance Postal Ballot Covering Critical
Matters Like Alteration In Memorandum Etc
 Sale Of Whole Or Substantial Part Of The Undertaking
 Corporate Restructuring
 Further Issue Of Capital
 Venturing Into New Businesses
As per the committee, the recommendations should be made applicable to the listed companies, their
directors, management, employees and professionals associated with such companies, in accordance with the
time table proposed in the schedule given later in this section. Compliance with the code should be both in
letter and spirit and should always be in a manner that gives precedence to substance over form. The ultimate
responsibility for putting the recommendations into practice lies directly with the board of directors and the
management of the company.
The recommendations will apply to all the listed private and public sector companies, in accordance with the
schedule of implementation. As for listed entities, which are not companies, but body corporate (e.g. private
and public sector banks, financial institutions, insurance companies etc.) incorporated under other statutes,
the recommendations will apply to the extent that they do not violate their respective statutes, and guidelines
or directives issued by the relevant regulatory authorities.
The Committee recognizes that compliance with the recommendations would involve restructuring the
existing boards of companies. It also recognizes that some companies, especially the smaller ones, may have
difficulty in immediately complying with these conditions.
The recommendations were implemented through Clause 49 of the Listing Agreements, in a phased manner
by SEBI.
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Role of Media in Ensuring Corporate Governance

Media role can be seen as key to creating awareness of Corporate Governance in business houses.
Communication between Media and Corporate bodies directly and through efficient public relations or mass
communications can be vital to ensure good governance and human rights. Media must be on the front line in
disseminating impartial news for ensuring transparency in the corporate sector. Media have a watchdog role
to ensure accountability and transparency of corporate sector. Media also need to improve their capacity to
play the watchdog role.
Role of Media in pressuring corporate managers and directors to behave in ways those are socially
acceptable. Sometimes this coincides with Shareholder’s value maximization. Media affects company’s policy
toward the environment and the amount of corporate resources that are diverted to the sole advantage of
controlling shareholders.
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UNIT – 2
ETHICS AND MARKETING
Task of marketers is to influence the behaviour of customer. Ethics are standards of moral conduct. Virtually
all people prefer to act ethically.
Marketing executive face the challenge of balancing their own best interests in the form of recognition, pay,
and promotion, with the best interest of customers, their organizations, and society into a workable guide for
their daily activities. In any situation they must be able to distinguish what is ethical from what is unethical
and act accordingly, regardless of the possible consequences.
Behaving Ethically in Marketing

1. To reserve declining public confidence in marketing.
2. To avoid increases in government regulation
3. To regain the power granted by society
4. To protect the image of the organization
Competition – Challenges and changes

Globalization and progressive liberalization of trade during the last decade opened a widening atmosphere
giving rise to certain inevitable tasks and challenges for every country around the globe. The World Trade
Organization’s (WTO) treaties and agreements, their implications on trade and commerce have already
compelled many countries to review their competitiveness of trade and economic policies not only within
their economy but across the frontiers of other countries also. In India, in the recent years, the corporate and
economic reforms and policies had pervasive effects on the structure of domestic trade and competition. The
law which was originally enacted to deal with market and competition (i.e., the Monopolies and Restrictive
Trade Practices Act, 1969) addresses the problem concerning Monopolistic, Restrictive and Unfair Trade
Practices only.
Completion and Consumer Welfare

It is sometimes believed that competition policy and law are tools for the rich, the urban and industries alone.
However, at the macro level, the design and implementation of a competition policy promotes the
advancement and increased welfare of the poor. At the micro level, an effective competition regime or
consumer law (covering competition distortions) can prevent consumer abuses, both at industry level as well
as village or locality where one shopkeeper can cheat the whole community. An appropriate and dynamic
competition policy and law are imperative to buttress economic development, curb corruption reduce wastage
and arbitrariness, improve competitiveness and provide succor to the poor.
The UN Guidelines call upon governments to develop, strengthen and maintain a strong consumer policy, and
provide for enhanced protection of consumers by enunciating various steps and measures around eight
themes (UNCTAD, 2001). These eight themes are –
1. Physical safety
2. Economic interest,
3. Standards
4. Essential; Goods and services
5. Redress
6. Education and information
7. Specific areas concerning health
8. Sustainable consumption
The Guidelines have implicitly recognized with consumer rights, which were made explicit in the Charter of
Consumer International as follows –
 Right to basic needs  Right to safety
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 Right to choice  Right to consumer education

 Right to redress  Right to representation
 Right to information  Right to healthy environment
 Right to information
Consumer Protection Councils in India

The central Consumer Protection Council – The objects of the Central Council shall be to promote and protect
the rights of the consumers such as –
a. The right to be protect against the marketing of goods and services which are hazardous to life and
property;
b. The right to be informed about the quality, quantity, potency, purity, standards and price of goods (or
services, as the case may be) so as to protect the consumer against unfair trade practices;
c. The right to be assured, wherever possible, access to variety of goods, and services at competitive
prices;
d. The right to be heard and to be assured that consumer’s interest will receive due consideration at
appropriate terms.
e. The right to seek redressal against unfair trade practices (or restrictive trade practices) unscrupulous
explanation of consumers; and
f. The right to consumer education
 The State Consumer Protection Council – The objects of every State shall be promoted within the State the
right of the consumers laid down in point (a) to (f) mentioned above.
 The State Consumer Protection Council – The objects of every District Council shall be promoted within
the State the rights of the consumers laid down in point (a) to (f) mentioned above.
Ethics in Advertising
Commercial advertising is sometimes defined as a form of ‘information’ and an advertiser as “one who gives
information”. This definition fails to explain advertisements from the advertisement, which ‘compare, test and
objectively evaluate the durability, safety, defects and usefulness of various products. Advertisements often do
not include much objective information for the simple reason that their primary function is not that of
providing unbiased information. The primary function of commercial advertisements rather, is to sell a
product to prospective buyer.
Social effects of Advertising

It has adverse effects on society in following ways –
1. Psychological effects of advertisement
2. Advertising as a waste
3. Advertising as market power.
Some ads improperly claim about the benefits of using the products or mislead/ misrepresented the facts, and
thud, go against scientific evidence. The other important ethical issue is projecting women as sex control
symbol. For example, showing in men shaving products is quite unwarranted. In the VIP men’s undergarments
as, a man is shown with lipsticks marks all over the body. Here, the advertisement indirectly/ directly and
unfairly shows women as stereo type sex symbol. Various other ads also involve the women as sex symbol.
The issue under discussion here it that how far it is ethical can proper to show women in irrelevant products.
The advertising agencies should come to a common platform to debate and address these problems in a
matter manner.
Advertising economics says that it provides information, maintains brand equity, supports the media,
provides employment, reduces distribution costs, provides product utility and stimulates introduction of new
products. Ethical issues include undue claims, wrong information and misrepresentation of facts. The basic
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questions, which can be raised across all countries, are such as the following –
1. Does advertising manipulate? (Motivation research and subliminal advertising of coke can be an
example of that)
2. Degree of emotional appeals (Complete man-Raymond’s fairness cream products and beauty claims of
Godrej fair-ever etc.)
3. Too much over exposure of advertising-privacy intrusion-SMS-TV-Telemarketing).
4. Creative teams of ad-agencies sometimes miss utilized in creative efforts.
5. Advertising to children- (Too much exaggeration of fantasy in products use like energy drink of
glucose etc.)
6. Effects on values and life style such as materialism etc., (quality of life, Raymond’s complete man
advertisement).
In the backdrop of the above six issues in the modern society regarding the advertising, the United Nations’
UNESCO organization for example, put together a 16 member commission to study “the totality of
communication problems in modern society”. The commission’s report which became known as Mac bridge
report (named after the Irish diplomat Sean MacBride who headed the Commission) produced 82
recommendations directed largely at eh potential danger of advertising and the needs for controls on
advertising practices. The issues have been in three areas –
1. The relationship of advertising to materialism (is defined as too much tendency to give undue
importance to material interests which may raise consumption of FMCGs and consumer durable
goods more).
2. The role advertising has played in creating harmful stereotypes of women and ethnic minority
(Keeping pace with joins type of personality).
3. The possible contribution of advertising in promoting harmful products (hype in creating macho
figure, by using alcohol, and cigarettes products).
Secular versus Spiritual Management

Spirituality
Spirituality involves a belief in a relationship with some higher power, divine being or infinite source of
energy. Derived from Latin word SPIRITUS which refers to “breath” or “wind”.
Spiritual Needs
 LOVE  FORGIVENESS
 HOPE  BEING RESPECTED &VALUED
 TRUST  DIGNITY
 FULLNESS OF LIFE  CONNECTING WITH HIGHER POWER
 VALUES  BELONGING TO ACOMMUNITY
 CREATIVITY
Role of Management in Spirituality

 having an organizational vision/mission that helps individuals make a difference in the world
they could not otherwise make;
 leading and managing by using values that drive fear and abuse out of the workplace and engage the
hearts and minds of people;
 allowing for decision making responsibility through self-managed, empowered teams;
 trusting people and letting them be who they are to use and develop their gifts and skills;
 offering collective forms of reward and recognition; and
 providing a way for employees to fulfill their family and other social obligations.
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Secularism
The fundamental principle of Secularism is that in his whole conduct, man should be guided exclusively by
considerations derived from the present life itself. Anything that is above or beyond the present life should be
entirely over looked. Whether God exists or not, whether the soul is immortal or not, is questions which at
best cannot be answered, so they should be ignored.
Effects of Secular Management

 Management acted as a handmaid of profit, and the motto was more and more money at any cost.
 Under such management we got ‘external growth at the cost of internal growth.
 Man as a human being stands nowhere.
 There is no human approach. We have erosion of ethical, spiritual, moral and human values.
 In an organizational structure. We have erosion of human touch between top management and
operatives.
Work Ethics
Ensuring the presence of sound values and ethics is a vital and ongoing part of good governance in
organizations and an integral part of good management practices. “Work place ethics” is how one applies
values to work in actual decision making – a set of right and wrong actions that directly impact the
workplace.
Factors Influencing Ethical Behavior

Ethical decision in an organization is influenced by three key factors: individual moral standards, the influence
of managers and co-workers, and the opportunity to engage in misconduct. If the company fails to provide
good examples and direction for appropriate conduct, confusion and conflict will develop and result in the
opportunity for unethical behaviour. For example if your boss or co-workers leave work early, you may be
tempted to do so as well. If you see co-workers making personal long-distance phone calls at work and
charging them to the company, then you may be more likely to do so also. In addition, having sound personal
values contributes to an ethical workplace.
Individual Managers Opportunity: Ethical/
Standards and Co- Codes and Unethical

+ + =
and worker’s Compliance Choices in
Values Influence Requirements Workplace
The Individual
An ethical issue is an identifiable problem, situation or opportunity that requires a person to choose from
several actions which could be evaluated as right or wrong. For example, should a salesperson omit the fact of
frequent of the filter while selling a kitchen chimney to as prospective customer? When does offering a gift to
a customer become a bribe rather than a sales promotion? There are no easy answers. An individual’s ethical
behaviour affects not only his or her reputation within the company, but may also contribute to the way in
which the company is perceives by others. Values reflect enduring beliefs that one holds that influences
attitudes, actions and the choices one makes. As individuals, our values are shaped by our personal beliefs.
Values developed in childhood and youth are constantly tested and on-the-job decisions reflect the employee
understands of ethical responsibility. Various socio-psychological factors could be responsible why individuals
could develop negative attitudes or lose personal motivation.
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 Negative work or life experience.

 Employees failing to respect each other’s unique personalities.
 Overly aggressive financial or business targets.
 Pressures to perform and take quick decisions.
Some examples of ethical issues faced by an individual in the workplace are –

1. Relationships with suppliers and business partners –
a. Bribery and immoral entertainment
b. Discrimination between suppliers
c. Dishonesty in making and keeping contracts
2. Relationship with customers –
a. Unfair pricing
b. Cheating customers
c. Dishonest advertising
d. Research confidentially
3. Relationship with employees –
a. Discrimination in hiring and treatment of employees
4. Management of resources –
a. Misuse of organizational funds
b. Tax evasion
Stress
Stress is the “wear and tear” our bodies experience as we adjust to our environment; it has physical and
emotional effects on us and can create positive feelings. As a positive influence, stress can help compel us to
action; it can result in awareness and an exciting new perspective. As a negative influence, it can result in
distrust rejection, anger, and depression, which in turn, can lead to health problems like headaches, upset
stomach, rashes, insomnia, ulcers, high blood pressure, heart attack and stroke.
Major Causes of Stress

Different situations an circumstances in our personal loves and in jobs reduce stress. Conditions that tend to
cause stress are called stressors. The sources of stress or factors related to stress can be broadly divided into
four parts –
 Organizational Causes  Group causes
 Individual causes  Extra organizational causes
Organizational Causes
1. Rethinking Companies 7. Role Ambiguity
2. Changing operations 8. Work Overload and Work Under load
3. Encountering New Work Cultures 9. Responsibility for Other
4. Reaching the Limits 10. Changes in Working Conditions
5. Occupational Demand 11. Lack of Involvement in Excisions
6. Role Conflict
Group causes
1. Lack if Group Cohesiveness 3. Conflict
2. Lack of social Support
Personal Factors
1. Life and career Changes 4. Cultural Differences
2. Personality Type 5. coping with Daily life
3. Career Development
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Extra organizational causes

1. Increasing Urbanization
2. Ageing Population
3. Changing Gender Role
Managing Stress – Useful Tactics

1. Individual Level – Some individual strategies, such as physical exercises, relaxation, and meditation
can shield the person for the negative impact of stress. A person can use relaxation technique which is
more powerful and was used by ancient Indian Yogies. It is also known as ‘Shivasan’.
2. Organizational Coping Strategies – The most famous organizing coping techniques are – change in
organizational structure and function, decentralization, job enrichment, role clarity career planning
and counseling.
3. Learning to Relax
4. Developing Interest
5. Improving Diet
6. Other Techniques
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UNIT – 3
RELEVANCE OF VALUES IN MANAGEMENT AND SOCIAL VALUES
The business generally interacts with owners, investors, employees. Supplier’s customers, computers,
competitors, government and society. These are called interest groups because by each and every activity of
business, the interest of these groups is affected directly or indirectly.
INTERNAL INTEREST GROUP

 Owners  Employees
EXTERNAL INTEREST GROUP

 Competitor  Supplier
 Investor  Customer
 Government  Society
1. Responsibility towards Owners
 To run the business efficiently
 Proper utilization of capital and other resources
 Growth and appreciation of capital
 Regular and fair return on capital invested.
2. Responsibility towards Employees
 Timely and regular payment of wages and salaries
 Proper working conditions and welfare amenities
 Opportunity for better career prospects.
 Better living conditions like housing, transport, canteen etc.
 Timely training and development
 Job Security as well as social security like facilities of provident fund, pension etc.
3. Responsibility towards investors
 Ensuring safety of their investment
 Regular payment of interest
 Timely Repayment of principal amount
4. Responsibility towards suppliers
 Giving regular orders for purchase of goods.
 Dealing on fair terms and conditions
 Availing reasonable credit period.
 Timely payment of dues.
5. Responsibility towards customers
 Product and service must be able to take care of the needs of customers.
 Products and services must be qualitative
 There must be regularity in supply of goods and services.
 Price of goods and services should be reasonable and affordable.
 There must be proper after sale services
 Unfair means like under-weighing, adulteration etc. must be avoided.
 Grievance of the customers, if any must be settles quickly.
6. Responsibility towards Competitors
 Not to offer exceptionally high sales commission to distributors, agents etc.
 Not to offer to customers heavy discounts/or free products in every sales.
 Not to defame competitors through false advertisements.
7. Responsibility towards government
15
 Setting up units as per guidelines of government.

 Payment of fees, duties and taxes regularly as well as honestly.
 Not to indulge in monopolistic and restrictive trade practices.
 Not to indulge in corruption
8. Responsibility towards Society
 To help the weaker and backward sections of the society
 To preserve and promote social and cultural values.
 To generate employment
 To protect the environment
 To conserve natural resources
 To provide assistance in the field of development research on education, medical, science, technology
etc.
Gandhian Approach in Management and Trusteeship

“Carefully watch your thoughts, for they become your words. Manage and watch your words, for they will
become your actions. Consider and judge your actions, for they have become your habits. Acknowledge and
watch your habits, for they shall become your values. Understand and embrace your values, for they become
your destiny.”
Mahatma Gandhi
What is Trusteeship?
Trust is a fund or asset created to specific purpose. A wealthy person may set aside some funds for specific
purpose and appoint a trustee to manage it and make sure that the benefits are made available to the
specific beneficiaries. The beneficiaries are mentioned.
The trustee is entitled to take a fee for his services. He is expected to take care of the fund on his own but he
must not take advantage of the fund for his personal benefit.
Trusteeship of Gandhiji
 In the first instance, everything must be surrendered to God and then out of it one may use only that
which is necessary for the service of God's creation, according to one's strict needs.
 When an individual had more than his respective portion, he became a trustee of that portion
for God's people.
 Gandhi suggested this doctrine as an answer to the economic inequalities a kind of nonviolent way
of resolving all social and economic conflicts.
 Therefore man's dignity and not his material prosperity.
 Aims at a distribution of material prosperity keeping only human dignity in view
 Besides, trusteeship aims at the rising of the morale of the people by giving them a sense of security in
the hands of the trustees.
According to Gandhi, trusteeship is the only ground on which he can work out an ideal combination of
economics and morals. It is as follows:
(i) Trusteeship provides a means of transforming the present capitalist order of society into an egalitarian
one. It gives no quarter to capitalism, but gives the present owning class a chance to reform itself. It is based
on the faith that human nature is never beyond redemption.
(ii) It does not recognize any right of private ownership of property except so far as it may be permitted by
society for its own welfare.
16
(iii) It does not exclude legislation of the ownership and use of wealth.
(iv) Thus under state regulated trusteeship, an individual will not be free to hold or use his wealth for selfish
satisfaction in disregard to the interests of society.
(v) Just as it is proposed to give a decent minimum living wage, a limit should be fixed for the maximum
income that would be allowed to any person in society. The difference between such minimum and maximum
incomes should be reasonable and equitable and variable from time to time, so much so that the tenancy
would be towards the obliteration of the difference.
(vi) Under the Gandhian economic order, the character of production will be determined by social necessity
and not by personal greed.
"Always aim at complete harmony of thought and word and deed. Always aim at purifying your
thoughts and everything will be well.”
Mahatma Gandhi
Political Environment
Politics as a term is generally applied to the art or science of running governmental or state affairs, including
behavior within civil governments. It deals extensively with the theory and practice of politics and the
analysis of political systems and political behavior. It consists of "social relations involving authority or
power" and to the methods and tactics used to formulate and apply policy.
In a democracy, there is always a conflict between the slow rates of social pay off. True leadership is the ability
to reconcile the two and promote long-term public good. A far more dangerous threat is the loss of purpose
for leadership.
A code of ethics for politicians

• Tell the truth • Don’t make promises you can’t keep
• Take Responsibility • Spend fairly
• Rise above the Fray • Remember what it’s all about
• Listen • Take a break
• Criticize the argument, not the person. • Lose well
Managing Ethics in Public Service

• Clear Ethical Standards • Transparent decision- making
• Reflected in legal framework • Public and private sector interaction
• Ethical Guidance • Promote Ethical conduct
• Information • Dealing with misconduct
• Reinforce Ethical conduct
Politics and Ethics of the Indian Constitution

• Rescue political theory in India
• The volume provides discussions on equality, the idea of citizenship and property.
Political ethics
• Political ethics are a set of codes
• Political ethics balance the needs of situations with ethical questions
• Politics can involve a wide variety of ethical issues
17
• Politicians struggle with ethical dilemmas every day.

• Certain political activities are regulated to prevent ethical dilemmas
• Politicians have unspoken rules they follow when interacting with each other and members of the
public.
The Importance of Ethics

• Ethics should be an integral part of politics
• Citizens began to demand ethical behavior their business and political leaders
• Ethics is important, from a moral viewpoint.
18
UNIT – 4
INDIAN ETHOS: VALUES AND ETHICS; REQUISITES FOR ETHICS GLOBALLY
Indian Ethos Management:

Oxford defines ethos as “The characteristic Spirit and Beliefs of community/people” which distinguishes one
culture from the other. Indian ethos is drawn from the Vedas, the Ramayana, Mahabharat, the Bhagwadgita,
and Upanishads. Right from the Vedic age it has been discovered two basic universal truths of life.
1. The essential infinitude and divinity of all souls
2. The essential oneness and solidarity of universe and all life.
The first truth was expressed UPNISHADA as
AHAM BRAHMASI (I am Brahman)
Or
AYAM ATMA BRAHMAN i.e. The Individual soul is Brahman
Or
TATTWAMASI (Thou art that).
This is the first truth thought to every child. Even a poor uneducated man living in a hut knows that God is in
everybody and therefore there is sameness in all.
The second truth is about a holistic universe. Where at a level of pervading consciousness everything is
interconnected at VYASTHI LEVEL (Individual level) my limbs, hands, legs, ears, eyes, heart, lungs. Everything
are me. I live in all of them. Their sorrows and joys are my sorrows and joys. Similarly at SAMASTHI level (the
whole universe) I am not a single individual but I am a part of the whole universe just as my limbs are part of
me.
Modern science has accepted that in this holistic universe all minds and matters are interconnected at a
deeper level. The basic unity of life cannot be broken. Love, sacrifice therefore emerge as the only for a
meaningful living. On the basis of this holistic vision, Indians have developed work ethos of life. They found
that all work, physical or mental, managerial oradministrative have to be directed towards single purpose.
The manifestation of the divinity in man by working for the good of others, for the happiness of others. These
Indian ethos are required all over the world in present scenario in managing business and industry
effectively and efficiently. Some of these ethos are as follows:
THE VEDANTIC VIEW OF KARMA

All work/Karma to manifest divinity, hence these must be pure, good, honest and sincere. Indian philosophy
also teaches to perform every work without having any attachment to result, because results do not fall under
the jurisdiction of a doer. Such thinking and understanding will change the whole attitude. Now the results will
become a PRASAD-gratitude – coming from the God himself. You can now accept the result with
open mind without apprehensions-just as you accept members into Karma Yoga.
THE SELF (ATMAN) AS THE SOURE OF ALL POWER:

Considering motivations as internal every human being has the same divine atman with immense
potentialities within Vedanta brings infinite expansion of mind,breaks down all the barriers and brings out
the God inman.
Motivation is to be internal and not external. Suchmotivation involves the inner beauty and does notpromote
any greed in an individual to have more and more in return of his work.
WELFARE OF ALL (YAGNA SPIRIT)

Vedanta teaches to perform all activities.
“ATMANO MOKHARTH JAGAT HITAY CHA”
19
Serve your personal interest but do not forget others Shankaracharya has given the concept to gain
perfection in individual life as well as the welfare of the whole world.
UNIQUE WORK CULTURE:

Work is considered as duty or SADHANA and there is no difference between KARMA (work) and DHARMA
(religion). The term DHARMA does not indicate any particular religion. Dharma is a duty to be performed in a
given situation. Thus Dharma is possible through Karma only.
SKILL IN ACTION AND EVENNESS OF MIND

MEANS ARE EQUALLY IMPORTANT AS THE ENDS.
(YADRISI BHAVNAH YASYA SIDDHI BHAVANTI TADRUSI)
Thus society acceptable values are to be followed in determining the objectives as well as in the process
of achieving these objectives. Integrated human personality of self-developed manager
an assure best and competent management of any enterprise, involving collective works and
efforts. Therefined or higher consciousness will adopt holisticattitude. It will bring out the divine in man. It wi
llachieve perfection or excellence in whatsoever sector you work. We shall achieve peace, harmony andprosp
erity within and without i.e., in or internal world and in our external world simultaneously.
This is the ideal of Indian ethos:
“ATMANO MOKSHARTHAM JAGAT HITAYA CHA”

(For gaining perfection in individual life, as well as for the welfare of the world)Human and ethical values or
qualities such as courage, vision, social awareness, fearlessness, integrity, pure and clear mind, truth, etc, are
subjective and intangible concepts. These represent divine wealth.
INSIGHTS INTO INDIAN ETHOS:

Business need not be regarded evil, trained andunethical. Business is scared. It is a matter of attitude,
approach and level of management consciousness. Indian ethos demands subjective management system.
1. Management attitude.
2. Humanizing the organization.
3. Interior sing management
4. Self introspection
5. Brain stilling (decision making in silence)
6. Self dynamiting meditation.
Indian Ethos is more vital to modern management than any other management theory for the simple reason
that it takes into account a ‘whole’ man rather thanapproaching man in a partial fashion as the othertheories
do. Each and every situation can be met effectively if one takes time to reflect over it.
Reflection with a tranquil mind helps in drawing out solutionsfrom within. Such guidance from within helps a
manager looks at the perceived problem situation in a creative manner. It leads to a more coherent and
complete understanding.
India belongs to feminine – collectivistic category. In feminine oriented culture co-operation and sharing are
the basic ethics and human actions are governed by the giving orientations. Feminine collectivistic managers
are softness oriented.
For them “Caring and Sharing” comes first. Such managers tend to take a highly humanistic approach to
management, and have a greater ability to inspire people. By taking care of subordinates, they are able to
ensure achievement for them.
20
Indian culture is predominantly a Spiritual and Inward looking culture. It has a socio centric vision. The
orientation of the spiritually dominated culture is that of welfare, the social good or the good of the
greater members. Simple living and high thinking is the characteristic feature of our culture.
One of the dominant features of the Indian culture is the Joint Family System. The values that are
particular to our society are extremely important in the context of management, where group effort
rather than an individual Endeavour is more important. Living in a joint family, an individual Endeavour
is more important Living in a joint family, an individual is brought up in a system of management, which
may be termed the KARAT style of management. Karta in a joint family is a fatherly figure. Everyone in
the family reposes confidence in him, he is respected and he is open to constructive and respectful
criticism. There is the warmth of relationship, closeness, consideration for others and a feeling of
sacrifice for the larger family interest.
Another characteristic of Indian culture is PURUSHARTHAS –

The Mission of Life. Purusharthameans and connotes the aims, mission or purpose of life. These four
Purusharthas comprise man’s aspiration. Purusharthas are four in number impact and significance will
be lost to a significant extent. THE CRITICLAL ASPECTS OF THE INDIAN ETHOSNEED TO BE IMBIBED
BY AN INTERNATIONAL COMPANY SEEKING TO SET UP BSINESS IN INDIA: Before we talk about the
culture specific system of management suited to Indian psyche, we should first understand and
appreciate the salient characteristics of Indian culture. Such an understanding is essential before
embarking on the task of building the indigenous system of management. These are:
 Essential divinity of human soul
 Essential owners and solidarity of universe and all life.
 Philosophy of an integral experience.
 Family is the basic unit of social system.
 Rishi and ashramiac culture.
 Purusharth the mission.
 Varna-Ashram system.
 Spirit is free enquiry, tolerance and selective assimilation.
The characteristics of Indian culture are that attends to be pervasive and enduring. When
an international company is setting up business in India, it will have to
look for the acceptability of their management in its present form in the Indian situation.
The four basic cultural dimensions which may account

for differences in management and HRD practices across culture are:
 The extent to which a society emphasizes collective rather than individual activity.
 The extent of power distance or tolerance for social inequality.
 The extent of acceptance of uncertainty.
 The extent to which a society emphasizes‘Masculine values’ and behavior such as assertiveness,
ambitiousness, domination etc.
21
In the above diagram, the basic or the fundamental requirement for a manager is his ‘VISION’ and attitude
towards the environment in its totality i.e. Cosmic view based on cultural values. Next comes the emotional
stability of the manager. He must be a self-controlled and self-propelled man. This can come by the heavy
input of sattvic gunas and the constantpractice of niskam karm. Job skills are the last input. This though
important, is not the ‘Core Requirement’ as the westerners view it. Hence any international company should
imbibe above mentioned features seeking the business in India.
22
UNIT – 5
A HOLISTIC MANAGEMENT SYSTEM
Nudging one’s self towards ones’ Higher Self can be accomplished if a person realizes the need for holistic
and ethical approach to management by a paradigm shift from western principles to an enlightened
philosophy of life based on Yoga, Siddha and Samadhi. Yoga is the way to lead oneself to Higher Self, Siddha is
the appropriate knowledge which has been proved or accomplished and Samadhi means a state of
equanimity of the mind or intellect.
Management is not merely the art of directing the activities of men so as to make the best use of money and
materials, but it is the skill of enterprise based on experience, intuition and wisdom. While the task of
managing material and financial resources may not be difficult for an experienced manager, it is an entirely
matter when it comes to directing human resources. The difficulty arises simply because animate is quite
different from inanimate.
For example, one can polish a rough diamond and cut to make it sparkle so as to enhance its beauty and hence
its monetary value. The same does not apply in precisely the same manner when it comes to training,
whereby he can have the opportunity to acquire skills. When finally placed in a business or industrial
organization, such a person may initially show great promise. However, his efficiency, morale, commitment
and loyalty may not necessarily be non-variable phenomena. The modern world of business and industry
abounds with examples that show that mere salary, training and handsome perks do not necessarily
guarantee wisdom or loyalty of the same degree from all such employees.
Therefore, the need of the day is to provide the right kind of environment for all the levels of employees to
think for themselves in regard to the values and principles of proper and efficient work. ‘Qualitative sincerity’
and not ‘quantitative variety’ should be the guiding motto not only for an organization, but for each and every
employees, whether he is a laborer, a supervisor, a middle level manager or a personality belonging to the top
management. Development of the individual not merely for promoting the productivity of the organization
but essentially for the ‘good of the individual self’ is to be emphasized as the most relevant work-philosophy
for any organization.
The requisite holism of an employee as an individual existing and conscious of self as:
 Physical person respectively, implementing active techniques to gain physical balance,
 Mental entity, enriching sentiment, perception, mind and will power by life balancing techniques,
 Social entity, building quality communication with others by the techniques of professional and
working development and social integrity,
 Spiritual entity, longing after self actualization and the sense of life, carrying it into effect by the
techniques of spiritual development,
 Economic entity, striving to satisfy her material needs as a person, family member, coworker, and as a
member of a wider society.
In this way the behavior of individuals, who are willing to practice interdisciplinary cooperation, becomes
socially responsible. It offers a possible answer to crisis; hence the individuals evolve from being merely
owners to requisitely holistic creators, who enjoy subjective and objective welfare more than the others.
23
For the enterprises to solve their possible socio-economic problems the neo-liberal economic measures can
hardly work, because the problems have been caused by such measures, unless the given enterprise is very
exceptional.
Management in Indian Perspective

Indian Ethos & Values in Modern Management
“Certainly we should take care not to make intellect our God. Intellect has, of course, powerful muscles but no
personality. It cannot lead. It can only serve. It is not fastidious about its choice of leaders (Mind) or Soul). The
intellect has a sharp eye for tools and methods but is blind to Ethos Ends and Values”.
- Albert Einstine
“It is already becoming clear that a chapter which has a western beginning in business management will have
to have an Indian ending, when the world adopts rich thought of Indian ethos and wisdom, if it is not end in
the self-destruction of the human race”.
- Arnold Toynbee, Nobel Laureate
What constitutes Indian Ethos?

Cambridge Advanced Learner’s dictionary defines Ethos as “the set of beliefs, ideas, etc. about advances
Learner’s Dictionary defines it as “the moral ideas and attitudes that belong to a particular group or society”.
Indian ethos is all about what can be termed as “national ethos”.
Formally, the body of knowledge which derives its solution from the rich and huge Indian system of ethics
(moral philosophy) is known as Indian Ethos in Management (IEM).
Management is behavioural science and it has to be culture specific. IEM has as its basis, the culture base of
India and as a country whose culture has its roots in religion- it does draw its lessons from the religions of the
land – be it Hinduism, Buddhism, or any other. The salient ideas and thought scriptures are:
1. Atmano Mokshartham, Jagat hitaya cha: All work is an opportunity for doing well to the world and
thus gaining materially and spiritually in our lives.
2. Archet dana manbhyam – Worship people not only with materials things but also by showing
respect to their enterprising divinity within.
3. Atmana Vindyate Viryam – Strength and inspiration for excelling in work comes from the Divine,
God within, through prayer, spiritual readings and unselfish work.
4. Yogah Karmashy Kaushalam, Samatvam Yoga uchyate – He who works with calm and even mind
achieves the most.
5. Yadishi Bhavana Yasya Siddhi Bhavati tadrish – As we think, so we succeed, so we become.
Attention to means ensures the end.
6. Parasparam bhavayantah shreyah param bhavasyathah – By mutual cooperation, respect and
fellow feeling, all of us enjoy the highest good both material and spiritual.
7. Tesham sukham tesham shanty shaswati – Infinite happiness and infinite peace come to them
who see the Divine in all beings.
8. Paraspar Devo Bhav – Regard the other person as a divine being. All of us have the same
consciousness though our packages and containers are different.
24
Basic principles of Indian Ethos for Management

1. Immense potential, energy and talents for perfection as human being has the spirit within his heart.
2. Holistic approach indicating unity between the Divine (The Divine means perfection in knowledge,
wisdom and power), individual self and the universe.
3. Subtle, intangible subject and gross tangible objects are equally important. One must develop one’s
third eye, Jnana Chaksu, the eye of Wisdom, Vision, Insight and Foresight. Inner resources are much
more powerful than outer resources. Divine virtues are inner resources. Capital, materials and plant &
machinery are outer resources.
4. Karma Yoga (Selfless work) offers double benefits, private benefit in the form of self purification and
public benefit.
5. Yogah Karmasu Kaushalam – Excellence at work through self-motivation and self-development with
devotion and without attachment.
6. Co-operation is a powerful instrument for team work and success in any enterprise involving
collective work. Indian ethos demands a subjective management system which leads to an
understanding of the following –
a. Management Attitude
b. Humanizing the Organization
c. Interiorizing Management
d. Self-introspection
e. Brain-stilling
f. Stepping Back (for a while)
g. Self-dynamising Meditation
h. Role of Intuition
25

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B.B.A.

VI Semester Subject: Indian Ethos in Management

Subject: - Indian Ethos in Management

Unit-II Ethical Issues related with Advertisement and Marketing; Secular

Unit-III Relevance of Values in Management; Gandhian Approach in

Unit-V A Holistic Management System; Management in Indian Perspective

Benefits of Business Ethics –

Management and Business Ethics –

Guidelines for managing business ethics in the Workplace –

Six Key Roles and Responsibilities in Business Ethics Management –

Business Ethics and Moral obligations

Sources of Moral Obligation

Corporate Social Responsibility

Economic Legal Ethical Discretionary

NEED FOR SOCIAL RESPONSIBILITIES

Meaning of Corporate Governance –

The process of corporate governance with principal activities –

Developing a Code of Conduct –

Ethics Tools: Policies and Procedures –

Promoting Value Based Governance in Organization –

Kumar Mangalam Birla Committee

Mandatory and non-mandatory recommendations

Role of Media in Ensuring Corporate Governance

Behaving Ethically in Marketing

Competition – Challenges and changes

Completion and Consumer Welfare

 Right to choice  Right to consumer education

Consumer Protection Councils in India

Social effects of Advertising

Secular versus Spiritual Management

Role of Management in Spirituality

Effects of Secular Management

Factors Influencing Ethical Behavior

Individual Managers Opportunity: Ethical/

Standards and Co- Codes and Unethical

Values Influence Requirements Workplace

 Negative work or life experience.

Some examples of ethical issues faced by an individual in the workplace are –

Major Causes of Stress

Extra organizational causes

Managing Stress – Useful Tactics

RELEVANCE OF VALUES IN MANAGEMENT AND SOCIAL VALUES

INTERNAL INTEREST GROUP

EXTERNAL INTEREST GROUP

 Setting up units as per guidelines of government.

Gandhian Approach in Management and Trusteeship

A code of ethics for politicians

Managing Ethics in Public Service

Politics and Ethics of the Indian Constitution

• Politicians struggle with ethical dilemmas every day.

The Importance of Ethics

Indian Ethos Management:

THE VEDANTIC VIEW OF KARMA

THE SELF (ATMAN) AS THE SOURE OF ALL POWER:

WELFARE OF ALL (YAGNA SPIRIT)

UNIQUE WORK CULTURE:

SKILL IN ACTION AND EVENNESS OF MIND

“ATMANO MOKSHARTHAM JAGAT HITAYA CHA”

INSIGHTS INTO INDIAN ETHOS: