Clash of the ‘Titans’: The Management Saga of 2014 General Election

Asian Resonance(P: ISSN No. 0976-8602 RNI No.UPENG/2012/426228 VOL.-IV, ISSUE-I, January-2015  E: ISSN No. 2349-9443) 

Abstract

 Aruna Dhamija

 Associate Professor, Deptt. of Business Management, Institute of Business Management GLA University, Mathura, Uttar Pradesh

Somesh Dhamija 

Professor & Head , Deptt. of Management (UG) Institute of Business Management GLA University, Mathura, Uttar Pradesh

Amit Kumar 

Assistant Professor, Deptt. of Business Management, Institute of Business Management GLA University, Mathura, Uttar Pradesh

Few elections in the past have generated as much excitement, curiosity, following and interest as the general election of 2014 for the sixteenth lok sabha. This is not without reason. In the lead up to the election, it was pitted as a battle between leaders of the two largest parties in the fray, namely Mr Narendra Modi of BJP and Mr Rahul Gandhi of INC. However, as the time passed, it became clear that rather than it being a battle of equals, as proclaimed by many, it eventually turned out into a classic battle between David and Goliath. Having said that, however, one cannot neglect the buzz which generated around this two political heavy-weights (in their own ways, one being the longest-serving CM prior to the result and other scion of the most distinguished political family in the country with the most coveted political surname) prior to the election. This research paper would delve upon the issue as is amply clear from the title and the points discussed in the preceding paragraph. Through this paper, the authors would try to gauge the factors which eventually resulted in the success of one of the stalwarts and failure of the other. The difference between the two could not have been starker. It is on the lines of chalk and cheese. The readers would come across how these two politicians left a mark on the overall political scenario of the nation in their own way. What is of interest is that this battle is not only fought through conventional media of campaigning but the modern media as well and it is here that the lead was even more defining and rang the death bell for one of them. 

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http://www.socialresearchfoundation.com/upoadreserchpapers/1/32/150427070546english1.pdf