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ISSN 0973 -1954 Volume IV

XIMB JOURNAL OF MANAGEMENTIssue No. 2 September, 2007Articles Evolution of Citizen Charter led Rural e-Governance: A Livelihood Security Approach to Information Systems Planning in Indian Context Harekrishna Misra & B. N. Hiremath Analysis and Development of A Concept Level Framework on Corporate Social Responsibility Som Sekhar Bhattacharyya Public Expenditure on Health and Health Outcomes: The Experience of the Indian States Biswa Swarup Misra & Akshya K. Panda Internationalization of Indian Pharmaceutical Industry : A study on the determinants of export stimulation Srikant Panigrahy, P.Mishra & B.P.Patra Competencies Necessary for Technology Transfer from Home to Host Country Companies: A Case Study Kiran J. Desai & Harsha Desai Measuring Critical Factors in Safety Management - A Survey Based Approach M.N. Vinodkumar & M. Bhasi Consumer Rights Protection and Regional Co-operation among SAARC Countries Basant Kumar & Brajaraj Mohanty Factors Blocking the Implementation of Retailing Technology A. Veena & H.R. Venkatesha Continuous and Sustainable Improvement through Supply Chain Performance Measurement - A Case Study of an LCV Manufacturing Company Ashwani K. Varma Trade Protection Measures (TPM): Issues and Perspectives Sridhar Panda & Rajiv Arora Perspective Shaping the Moral Foundation for Globalization: Lessons from Indian and Western Philosophy Bibhu Prasan Patra Demand Estimation Some Empirical Observations and their Implications P.Mishra Management Case Suhas Gopinath Brajaraj Mohanty & Rajeev Roy Rural Womens Marketing Association (RWMA) Debasis Pradhan A Tale of Two Samitis Niraj Kumar Reliable Iterative Testing Environment (RITE) -a Case of Software Development Model Sanjay Mohapatra Gram Utthan - From Micro Credit to Micro Enterprise S.P. Das & Alok Pattanayak Book Review Outsourcing : the Definitive View, Applications and Implications Shiva Kumar Srinivasan Total Relationship Management Jaydeep Mukherjee

ILAKSHAN

Xavier Institute of ManagementBhubaneswar - 751 013

EDITORIAL BOARDEditor

Brajaraj Mohanty Professor, Xavier Institute of Management BhubaneswarMembers

John C.Camillus, Donald R.Beall Professor of Strategic Management, University of Pittsburgh, Pittsburgh,U.S.A. S.K. Chakraborty, Founder- Convenor, Management Centre for Human Values, Indian Institute of Management, Kolkata Keith DSouza, Director (Organizational Effectiveness), Pfizer Limited, Mumbai J.M. Denton, Professor & Head of International Affairs, University of Stellenbosch Business School, Bellville, South Africa Ranjan Ghosh, Director, Goa Institute of Management, Ribandar, Goa M.G. Jomon, Associate Professor, XLRI, Jamshedpur Jerome Joseph, Professor, Indian Institute of Management, Ahmedabad Oswald A. Mascarenhas, s.j., Kellstadt Professor of Marketing, University of Detroit-Mercy, Detroit Sasi Misra, Distinguished Fellow, Entrepreneurship Development Institute of India, Ahmedabad Amar KJR Nayak, Associate Professor, Xavier Institute of Management, Bhubaneswar Gopal Krishna Nayak, Director, International Institute of Information Technology, Bhubaneswar H.K. Pradhan, Professor, XLRI, Jamshedpur V.Ranganathan, Professor, Indian Institute of Management, Bangalore Latha Ravindran, Professor, Xavier Institute of Manavement, Bhubaneswar Subhash Sharma, Dean, Indian Business Academy, Bangalore W.S. William, Professor & Dean (Academic), Xavier Institute of Management, Bhubaneswar For inquiries, subscriptions and contributions, please write to Editor,ILAKSHAN XIMB Journal of Management Xavier Institute of Management Xavier Square, Bhubaneswar - 751 013, India Ph. : 91-674-3983893 (Direct), 3012345 (Pilot) Fax : 91 674-2300995 E-mail : brajaraj@ximb.ac.in

ILAKSHANXIMB JOURNAL OF MANAGEMENTVolume IV Issue No. 2 September, 2007

Xavier Institute of ManagementBhubaneswar - 751 013

September, 2007

THE CREST OF THE XIMB The lamp on the book stands for the spread of knowledge, the chimney for industrial development, the two plants for rural development and the IHS logo for the Jesuit Society which manages the institute.

ISSN 0973-1954 Regd. No. : ORIENG/2006/18251 Publisher Dr E. Abraham s.j. Director Xavier Institute of Management Bhubaneswar

Printer Dr E. Abraham s.j. Director Xavier Institute of Management, Xavier Square, Bhubaneswar - 751013

Editor Dr. Brajaraj Mohanty Professor, Xavier Institute of Management Bhubaneswar - 751013

Subscription Vilakshan is published twice a year. Annual subscription : Rs 300/ Copyright with Xavier Institute of Management. No part of the publication may be reproduced in any form without prior permission of Director, Xavier Institute of Management, Bhubaneswar. However, the views expressed in the papers are those of the authors and not of the Editoral Board or Publisher.

Printed at Capital Business Service & Consultancy B-51, Sahid Nagar, Bhubaneswar - 751007Telephone : (0674) 2545484

ContentsARTICLES 1. Evolution of Citizen Charter led Rural e-Governance: A Livelihood Security Approach to Information Systems Planning in Indian Context Analysis and Development of A Concept Level Framework on Corporate Social Responsibility Public Expenditure on Health and Health Outcomes: The Experience of the Indian States Internationalization of Indian Pharmaceutical Industry : A study on the determinants of export stimulation Competencies Necessary for Technology Transfer from Home to Host Country Companies: A Case Study Measuring Critical Factors in Safety Management - A Survey Based Approach Consumer Rights Protection and Regional Co-operation among SAARC Countries Factors Blocking the Implementation of Retailing Technology Continuous and Sustainable Improvement through Supply Chain Performance Measurement - A Case Study of an LCV Manufacturing Company Harekrishna Misra & B. N. Hiremath 01

2.

Som Sekhar Bhattacharyya

25

3.

Biswa Swarup Misra & Akshya K. Panda Srikant Panigrahy, P.Mishra & B.P.Patra Kiran J. Desai & Harsha Desai

43

4.

61

5.

85

6.

M.N. Vinodkumar & M. Bhasi

95

7.

Basant Kumar & Brajaraj Mohanty A. Veena & H.R. Venkatesha Ashwani K. Varma

109

8. 9.

121 133

10. Trade Protection Measures (TPM): Issues and perspectives

Sridhar Panda & Rajiv Arora

155

PERSPECTIVE 11. Shaping the Moral Foundation for Globalization: Lessons from Indian and Western Philosophy 12. Demand Estimation Some Empirical Observations and their Implications MANAGEMENT CASE 13. Suhas Gopinath 14. Rural Womens Marketing Association (RWMA) 15. A Tale of Two Samitis 16. Reliable Iterative Testing Environment (RITE) -a Case of Software Development Model 17. Gram Utthan - From Micro Credit to Micro Enterprise BOOK REVIEW 18. Outsourcing : the Definitive View, Applications and Implications 19. Total Relationship Management Shiva Kumar Srinivasan 245 Brajaraj Mohanty & Rajeev Roy Debasis Pradhan Niraj Kumar Sanjay Mohapatra 189 203 211 217 Bibhu Prasan Patra 167

P.Mishra

179

S.P. Das & Alok Pattanayak

233

Jaydeep Mukherjee

249

Evolution of Citizen Charter led Rural e-Governance: A Livelihood Security Approach to Information Systems Planning in Indian Context*Harekrishna Misra1 & B N Hiremath2

Abstract Indian rural e-governance initiatives face many challenges. This is not because it involves the rural infrastructure, but the complex process of involving the rural citizens. Rural citizens, who lack basic livelihood opportunities, are laden with survival threats and for them, everything leading to livelihoods prospects matter much. It is often argued that creation of services on demand and stakeholderownership oriented development initiatives may lead to success. In order to make the interventions successful, it is essential that the citizens themselves identify their issues, prioritize their needs, and manage their infrastructure and services. In this paper we discuss issues related to stakeholder-ownership oriented e-governance, design process and its effect on ICT planning for e-governance. We illustrate through a case about the utility of participatory rural appraisal (PRA) as a tool to involve rural citizens in planning and elicit their priorities for ICT options.

1.0 INTRODUCTION

Information and communication technology (ICT) projects require proper identification of users needs. ICT is a bundle of hard and soft components, where hard components are technology driven (system software, communications and power) and the*

users do not have any control. Soft issues relate to understanding processes, modeling and their automation. Managing the soft issues and technology enabled processes depend on the users capability. A synergic effect is possible when the soft issues are supported by the right kind of infrastructure in the supply-

1. 2.

Received June 23, 2007; Revised August 22, 2007. Authors gratefully acknowledge the assistance provided by Gramin Vikas Trust, Dahod, in conducting PRA exercises and for providing logistic support. Our special thanks are due to Mr. Arun S. Nathan and Mr. Kalpesh Soni of GVT for their support. Professor, Institute of Rural Management Anand, email: hkmishra@irma.ac.in Professor, Institute of Rural Management Anand, email: BNH@irma.ac.in

2

Vilakshan, XIMB Journal of Management ; September, 2007

chain. These require a rigorous information system (IS) planning (Ward and Peppard, 2002). Identifying the right types of services with users perspective is important to make an ICT initiative successful (Jokela, 2002). While there is phenomenal growth in ICT-enabled processes,