Amity Management Analyst (AMA) is a biannual peer reviewed and open access journal in the discipline of business and management, published by Amity Business School, Amity University Haryana, Gurugram. The Journal publishes research papers viz., conceptual, empirical, review and case studies, highlighting the contemporary issues, from the various domains of business & management. The Journal encourages new ideas or new perspectives on existing research. The major objective of the journal is to attract original and thoughtful scholarly manuscripts from academicians, researchers, policy makers and practitioners that are highly relevant to the industry, academia and to the society at large. It endeavours to recognize the intricate relationship between several business areas and within the actual business setting.