Graphic Era




International Conference on Transcending the Frontiers of Management Science and Technology (ICTF-2021)

Business organizations in the current era are experiencing speedy revolution strengthened by technical novelty, varying demographics, changing consumer patterns, upsurge of the new data economy – all against the background of a continuous and expanding economic integration and the growing need to cultivate an ethical mindset. In the expression of such an augmented devolution, there is a necessity to evaluate management philosophies and agendas from a multidisciplinary perspective while nurturing ethics in people, place, and partnerships. It is vital that business management scholarship evolves at an identical pace to support the ethos of economy and environment in the face of unparalleled opportunities as well as disruption. 

With this context in mind, School of Management, Graphic Era Hill University (Bhimtal Campus) in collaboration with, Geneva has set an objective to readdress the emergent issues in management science and technology conjointly and coherently in the form of International Conference on Transcending the Frontiers of Management Science and Technology (ICTF-2021). This conference addresses widespread issues, which capture contemporary advances in management science, and technology to encourage synergies from diverse ideas, concepts, and collaborations among stakeholders.

About is a Geneva based leading global digital platform for dialogue, reflection and action for responsible leadership. It offers access to a large number of resources on ethics, especially through its leading global digital ethics library and facilitates collaborative web-based research, discussion forums, conferences, online publishing and information sharing. The regional centre of India is at Dharmaram Vidya Kshetram, Bangalore - 560029. For more details, click here.

Conference Tracks

ICTF-2021 offers a scholarly platform for academicians, researchers, practitioners and scholars around the world to thoughtfully deliberate upon and share their research findings. We welcome both theoretical and empirical papers and are open to quantitative, qualitative, and mixed methodologies. We seek submissions which draw upon eclectic theoretical perspectives, adopt various empirical approaches, and conduct inquiries at multiple levels of analysis dealing with various broad areas, but not limited to the following:

·         Track 1: Marketing Management

·         Track 2: Human Resources, Organizational Behaviour, and Leadership

·         Track 3: Finance, Accounting and Economics

·         Track 4: Operations and Supply Chain Management

·         Track 5: Entrepreneurship & Small Business Management

·         Track 6: Contemporary Travel and Hospitality

·         Track 7: Social and Ethical Issues in Management

·         Track 8: Open Track



Chief Patron

Prof (Dr.) Kamal Ghanshala, President, Graphic Era (Deemed to be University), Dehradun, India



Prof (Dr.) Sanjay Jasola, Vice Chancellor, Graphic Era Hill University, Dehradun, India



Prof. (Dr.) Santoshi Sengupta, Graphic Era Hill University, Bhimtal Campus, India


Principal Advisor

Prof. Anil Kumar Baliga, Graphic Era Hill University, Dehradun, India

Prof. M. C. Lohani, Graphic Era Hill University, Dehradun, India


Academic Advisor

Prof. (Dr.) Mangey Ram, Graphic Era (Deemed to be University), Dehradun, India


International Advisory Committee

Prof (Dr) R C Joshi, Chancellor, Graphic Era (Deemed to be University), Dehradun, India

Prof (Dr) Rakesh Sharma, Vice Chancellor, Graphic Era (Deemed to be University), Dehradun, India

Prof (Dr) H N Nagaraja, Pro-Vice Chancellor, Graphic Era (Deemed to be University), Dehradun, India

Prof. Parth Patel, Australian Institute of Business, Sydney, Australia

Prof. Verma Prikshat, Cardiff School of Management, London, UK

Prof. Syed Mohyuddin, Australian Institute of Business, Sydney, Australia

Prof. Purnima Singh, IIT Delhi, New Delhi, India                                                             

Prof. Sanjay Dhir, IIT Delhi, New Delhi, India                   

Prof. Fateh Bahadur Singh, Banaras Hindu Univeristy, Varanasi, India                

Dr. Prachi Pant, Doon University, Dehradun, India

Prof. R.S. Meena, Banaras Hindu University, Varanasi, India

Prof. Geetika Srivastava, Dr. Ram Manohar Lohia Awadh University, Ayodhya, India

Prof. M. L. Jalan, Deen Dayal Upadhyaya Gorakhpur University, Gorakhpur, India         

Prof. Swati Sharma, Jaypee Institute of Information Technology, Noida, India

Prof. Aarti Sharma, Sharda University, Greater Noida, India


Organizing Secretary

Dr. Neeraj Nautiyal, Graphic Era Hill University, Bhimtal           

Dr. Poonam Ojha, Graphic Era Hill University, Bhimtal

Dr. Prakash Garia, Graphic Era Hill University, Bhimtal                              

Dr. Somesh Sharma, Graphic Era Hill University, Bhimtal

Dr. Nidhi Bhatt Pant, Graphic Era Hill University, Bhimtal


Technical Programme Committee

Anand Verma, Graphic Era Hill University, Bhimtal      

Sandeep Kumar Bisht, Graphic Era Hill University, Bhimtal

Farha Khan, Graphic Era Hill University, Bhimtal

Deeksha Tewari, Graphic Era Hill University, Bhimtal 

Kavita Khati, Graphic Era Hill University, Bhimtal

Anjali Shahi, Graphic Era Hill University, Bhimtal          

Bhavesh Joshi, Graphic Era Hill University, Bhimtal     

Pratul Goyal, Graphic Era Hill University, Bhimtal

Ramanuj Tewari, Graphic Era Hill University, Bhimtal

Isha Tewari, Graphic Era Hill University, Bhimtal

Mallika Tewari, Graphic Era Hill University, Bhimtal

Govind Jethi, Graphic Era Hill University, Bhimtal


Online Presentation

Corresponding author has to present their paper in front of expert panel at the conference in online mode during the conference dates. More information about the online presentation will be provided before the conference time to time.


VENUE:                                               Online on MS Teams


CONFERENCE DATE:                 19-22 May 2021




Submission of Full Paper

May 15, 2021

Final Acceptance

May 17, 2021

Last date for registration

May 17, 2021

Conference Dates

May 19-22, 2021




International Conference on Transcending the Frontiers of Management Science and Technology (ICTF-2021) will accept full papers only. All kinds of papers, conceptual/theoretical, empirical, and review papers will be accepted.


The papers should strictly follow the American Psychological Association style guidelines. The names of authors should not be identified in header/footer or in the body of paper. The reviewers’ comments will be shared with the authors.

Publication Ethics

Every paper submitted to the ICTF2021 will be checked for plagiarism by using anti-plagiarism software (Turnitin), before being sent to a pre-conference review. Authors should observe high standards with respect to publication ethics. Falsification or fabrication of data, plagiarism, including duplicate publication of the author's own work without proper citation, and misappropriation of the work are all unacceptable.

After the conference, the best papers will be considered for possible publications at the following places as per their policies and aim & scope:

1.       International Journal of Mathematical, Engineering and Management Sciences (IJMEMS, India) (Indexed with Scopus, ESCI, DOAJ)

2.       Edited books with CRC press- A Taylor & Francis Group/ Walter De Gruyter

3.       Journal of Graphic Era University, River Publishers, Denmark (Indexed with ResearchGate, ROAD, Publons, Semantic Scholar)

4.       Journal of Reliability and Statistical Studies River Publishers, Denmark (Indexed with UGC CARE list, ESCI)

CONTACT DETAILS                    


All enquiries to be directed to





Indian Participants

International Participants

Corporate Delegates

Rs 1000

40 USD


Rs 750

30 USD

Full Time Research Scholars and students

Rs 500


Registration Fee Details

Registration fee can be paid in the following forms:

i)                   Demand draft (DD) drawn in favor of “Convener GEHU Bhimtal Conferences” payable to Bhimtal (Nainital), Uttarakhand.

ii)                 Bank Transfer:

Bank Name: Punjab National Bank

Account Number: 6435002100001521


MICR Code: 263024352

Account Type: Current Type

Please mail the scanned copy of bank transfer details to

Registration Process

It is mandatory to fill the following registration form after paying the fee.

Please fill the following registration form after paying the fee.

Registration Guidelines

·         Conference registration is mandatory for participating in ICTF2021.

·         Registration fee is “Non-refundable”. No refund request will be entertained.

·         Registration fee is applicable for presenting the paper(s) only.

·         Conference e-certificate will be e-mailed to the paper presenter only after the conference.

·         Completing the registration and paying the registration fee is not the guarantee of the paper publication. Papers will be considered for publication as per the respective journal policies. The paper publication will depend on the reviewer’s reports and editor’s decision during the journal review process.

Registration Form

The registration form will be e-mailed to the corresponding author after the paper acceptance for presentation.

About Graphic Era Hill University (GEHU): Established vide Act No 12 of 2011 of Uttarakhand State Legislature and under Section 2(f) of the UGC Act, 1956, GEHU was set up under the aegis of Graphic Era Educational Society, Dehradun in 2011. It is widely known for its innovative and rigorous education which has nurtured professionals across industries and sectors in India and beyond. Adopting a global approach to education and research, GEHU focuses on international perspectives and expertise and is committed to excellence. The university is on the cutting edge of using state-of-the art equipment and preparing students for globalized economy and at the same time promoting holistic learning, unbiased knowledge, industry centric skills, ethics, a cosmopolitan outlook and accountability for actions. GEHU is making its presence at national and international platforms, through collaborations with premier universities of the world, study abroad programs and international internships and research.

GEHU offers comprehensive curriculum over a large number of degree programs in engineering, law, management, computer applications, humanities, applied sciences, animation, fashion designing, journalism and mass communication, Agriculture. These programs offer the students multiple academic pathways. The University has an abiding commitment to create excellent education opportunities for the youth hailing from the hills, at affordable cost. University also offers unstinting support for community services, through its social responsibility endeavors.

About Graphic Era Hill University, Bhimtal Campus: The GEHU - Bhimtal Campus is located at the Kumaon foothills of the outer Himalayas amidst lush green tree cover, along the Sattal Road. It has been designed as a self-contained community with academic and research facilities, laboratories, libraries and administrative offices all in the same campus. Bhimtal is well connected to all major cities of India, by road and rail, with the nearest railway station being Kathgodam which is 27 kms from Bhimtal Campus. By road, Bhimtal is about 300 kms from Delhi, 16 kms from Nainital and 310kms from Dehradun.




Track 1: Marketing Management

·         Digital marketing

·         Consumer Behaviour

·         Marketing Analytics

·         Social media and marketing

·         Retailing Issues during COVID-19

·         Ethical marketing and social responsibilities

·         CRM

·         Rural marketing

·         Arts Marketing

·         Tourism Marketing

·         Hospitality Marketing

·         Branding and Destination Imaging

·         Events Marketing

·         E-Marketing

·         Tools and Applications in Mobile Marketing

·         Marketing and Social Media

·         New ways of building Brands

·         Customer retention

·         Native advertising

·         Sports Marketing

·         Fashion Marketing

·         Business to Consumer Marketing

·         Emerging Issues in Marketing

·         Innovations in Marketing

·         Direct Marketing


Track 2: Human Resources, Organizational Behaviour, and Leadership

·         Managing talent

·         Contemporary issues in Industrial relations

·         Social Issues, Diversity & Inclusion in Management

·         Coaching and Mentoring for Tangible Transformations

·         Global HRM

·         Latest developments in Performance Management

·         Recent Trends in retaining people

·         HR Analytics and technology in HR

·         Organizational Development and Change Management

·         HR shared services and outsourcing

·         Organizational communication

·         Positive organizational psychology

·         Emotional Intelligence

·         Contemporary Leadership and Management

·         Entrepreneurial leadership

·         Gender and leadership

·         Leader’s role in innovation

·         Women and leadership

·         Leadership through ICT

·         Culture and Business Management

·         Learning organizations

·         Leadership: preparing for the Golden hour of crisis situations


Track 3: Finance, Accounting and Economics

·         Banking, Insurance and Risk Management

·         Accounting including accounting theory and practice

·         Auditing

·         Financial planning

·         Financial management

·         Cost accounting

·         Security Valuation

·         Portfolio analysis,

·         Financial Market and Institutions

·         International Finance and Trade, etc.

·         Management Control Systems

·         Best Practices in Corporate Governance

·         Trade Liberalisation and Economic Growth

·         Sustainability Economic Development and Climate Change

·         Globalization and Labour Market

·         Banking and Finance

·         Business and Economics

·         Corporate Finance and Governance

·         Economic Policy

·         Entrepreneurship

·         Finance and Investment

·         Financial Economics

·         Asset-liability management

·         Derivatives and structured financial products

·         Environmental accounting

·         Risk management and internal control

·         Technological progress and banking

·         Credit risk modelling and management

·         Financial engineering

·         Portfolio management

·         Mutual Funds management

·         Foreign exchange markets

·         Accounting, Auditing and Performance Evaluation

·         Financial Markets and Derivatives

·         Financial data governance

·         Cloud solution to Banks

·         Cyber Security in Banks

·         Digital technology in Banking


Track 4: Operations and Supply Chain Management

·         Behavioural Operations Management

·         City/Urban Logistics

·         Inventory Management

·         Closed Loop Supply Chains

·         Quality Control and Six Sigma

·         Operation Management and Operation Research

·         Revenue Management and Pricing

·         Scheduling and Logistics

·         Service Operations

·         Supply Chain Analytics

·         Sustainable Operations Management

·         Digital Manufacturing

·         Internet of Things & Industry 4.0

·         Simulations

·         Lean management

·         CAD/CAM/CIM

·         Business Process Re-engineering

·         Gamification in Business

·         Platform Architecture

·         Cloud computing

·         Data Security

·         Artificial Intelligence

·         Chasing best practices, not fads

·         Applying new ICT tools for business


Track 5: Entrepreneurship & Small Business Management

·         Entrepreneur as strategist

·         Entrepreneurship & Small Business Management

·         Managing disruptive innovation

·         Academic entrepreneurship

·         Entrepreneurial Learning and Teaching in Higher Education

·         Entrepreneurship training and development

·         University-enterprise cooperation

·         Research-based spin-offs

·         Start-up management

·         Entrepreneurship development programmes

·         Endogenous growth models

·         Risk analysis

·         Technological innovation process

·         Social innovation and social entrepreneurship

·         Creativity, innovation and entrepreneurship

·         Green Innovation and Entrepreneurship

·         Venture capital

·         Surrogate entrepreneurship

·         Cyber entrepreneurship

·         Complex adaptive systems (CAS)

·         Innovation by motivation or instinct- choosing the productive effort

·         Customer centric strategy through innovation


Track 6: Contemporary Hospitality and Tourism


·         Hospitality Ethics

·         Sustainable Tourism

·         Leadership in hospitality and tourism

·         Talent management  in hospitality and tourism

·         Tourism and Hospitality Marketing

·         Marketing and Service Quality Management

·         Foodservice Consumer Choice and Services Strategies

·         Strategic Management in the Hospitality Industry

·         Hospitality Marketing and Service Experience

·         Cultural Tourism

·         Pandemics and hospitality

·         Tourism Education

·         Tourism Labour and Employment

·         Tourism Planning and Development

·         Transportation and Travel

·         Tourist Behaviour and Psychology


Track 7: Open Track

·         New trends in management research

·         Young researchers and education

·         Indian Culture, Philosophy & Spirituality in Management

·         Management Lessons from Literature

·         Links between management education and research

·         Environmental sciences

·         Food Sciences and Technology

·         Rural Sociology

·         Climate change and Biodiversity

·         Governance, Supply Chain Management and Hospitality Industry management

·         E-Learning, E-Business, Enterprise Information Systems and E- Government

·         IT Policy and Business Management

·         Information, Cyber and Network Security

·         Recent trends in Information Technology

·         IoT and Business

·         Database System, Data Mining and Web Mining