Brand Positioning : A Contextual Review, Philip Kotler, American Marketing Association,Technological superiority, Suboto Sengupta, Advertising, Product category, Marketing Management, Willie Walsh, British Airways.

In this paper, an attempt has been made to study university teachers' perception towards work-family conflict. Unique characteristics of the teaching profession occupy a special position in this conflict. The fact that teachers' work extends beyond the worksite and requires them to expend much effort at home, raises questions regarding teachers' responses to work-family conflict. The outcome of the recent study on work-family conflict reveals that paying attention to family and other aspects of life outside work, diminishes commitment to work. In this direction, an attempt has been made to study the perception and experience of the teachers working in various Postgraduate (PG) departments of the six conventional universities in the Karnataka State. The population consists of permanent teachers such as 603 Lecturers, 463 Readers and 441 Professors appointed by the universities from time to time (upto March 31, 2006). Ten percent of the population has been selected as a sample (152 teachers) on stratified basis for a detailed survey. For the purpose of measure and assessment of the work-family conflict of the respondents, the four-item measure developed by Frone et al. (1992) was used. The study shows that an overwhelming majority (88.81%) of the university teachers experienced work-family (W-F or F-W) conflict. It also proved that individual and family factors tend to influence this conflict of the university teachers.

Work-life balance is the most debated topic, not only in the corporate circles, but also in the academic field. The executives, teachers, managers, decision makers and boardroom ladies and gentlemen are all trying to figure out how to fix this increasingly disproportionate work-life balance situation. While some argue that work is the killer, some others say that there is not much to life than work. Teaching work is a noble and an extraordinarily complex activity involving a range of skills, perceptions, attitudes, knowledge and sensitivity. Unique characteristics of the teaching profession occupy a special position in the work-family conflict. The fact that teachers' work extend beyond the worksite and requires them to expend much effort at home, raises questions regarding teachers' responses to work-family conflict.

Work and family have been seen as competing claims on an employee's time and energy. Taking a child to the doctor during the work day, for instance, or leaving work early to train for an upcoming marathon, or to deal with an elderly family member, is perceived as reducing the time available for work and creating a source of conflict. It is perceived that family and other personal life activities are an impediment to effectiveness at work and vice versa. In 1960, sociologist William J Goode formed his hypothesis, which proposed that people have fixed pools of physical and psychological resources at their disposal. This viewpoint often uses the metaphor of a pie, whose slices represent an individual's resources. If one or more slices are taken away for activities and obligations outside work, fewer resources are available for work.

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